Girlguiding · These guidelines have been developed to ensure that a consistent identity is...

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Girlguiding Identity Guidelines Version: 15 July 2013

Transcript of Girlguiding · These guidelines have been developed to ensure that a consistent identity is...

GirlguidingIdentity Guidelines

Version: 15 July 2013

2Girlguiding Identity GuidelinesIntroduction

These guidelines have been developed to ensure that a consistent identity is achieved for Girlguiding throughout the organisation. They explain how to use our logos and colours correctly and introduce a design style that allows for individuality and flexibility across our sections, while always retaining an overarching Girlguiding look and feel.

If you have any questions at all please contact the Girlguiding Marketing team at [email protected].

For any questions, please contact the Girlguiding Marketing team at [email protected].

3Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

1.0 Our message 41.1 Who we are 51.2 Our brand proposition 61.3 Our strapline 71.4 Our key messages 8

2.0 Our logo 92.1 Our logo design 102.2 Our logo colours 112.3 Clear space and minimum size 122.4 Positioning our logo 132.5 Rules about our logo 142.6 Localising our logo 15

3.0 Our colours 213.1 Our colour palette 223.2 Using tints of the primary colours 233.3 Using tints of the secondary colours 243.4 Section colours 253.5 Using tints of the section colours 263.6 Colour proportions 28

4.0 Our fonts 294.1 Main typeface 304.2 Alternative typeface 31

5.0 Photography 325.1 How to select images 335.2 Our photography brief 34

6.0 Brand elements 356.1 Our Girlguiding brand elements 366.2 Rules about our brand elements 37

7.0 Sections 397.1.0 Rainbows 407.1.1 Our Rainbow logo 41 7.1.2 Positioning the Rainbow logo 42 7.1.3 Localising the Rainbow logo 437.1.4 Clear space and minimum size 447.1.5 Our Rainbow colours 45 7.1.6 Our Rainbow brand elements 46 7.1.7 Rules about the Rainbow 47 brand elements

7.2.0 Brownies 487.2.1 Our Brownie logo 497.2.2 Positioning the Brownie logo 507.2.3 Localising the Brownie logo 517.2.4 Clear space and minimum size 52 7.2.5 Our Brownie colours 537.2.6 Our Brownie brand elements 547.2.7 Rules about the Brownie 55 brand elements

7.3.0 Guides 567.3.1 Our Guide logo 57 7.3.2 Positioning the Guide logo 58 7.3.3 Localising the Guide logo 597.3.4 Clear space and minimum size 60 7.3.5 Our Guide colours 61 7.3.6 Our Guide brand elements 62 7.3.7 Rules about the Guide 63 brand elements

7.4.0 The Senior Section 647.4.1 The Senior Section logo 65 7.4.2 Positioning The Senior Section logo 66 7.4.3 Localising The Senior Section logo 677.4.4 Clear space and minimum size 68 7.4.5 The Senior Section colours 69 7.4.6 The Senior Section brand elements 70 7.4.7 Rules about The Senior Section 71

brand elements

8.0 The Trefoil Guild 728.1 The Trefoil Guild logo 738.2 Positioning the Trefoil Guild logo 748.3 Localising the Trefoil Guild logo 758.4 Clear space and minimum size 76 8.5 The Trefoil Guild colours 778.6 The Trefoil Guild brand elements 788.7 Rules about the Trefoil Guild 79

brand elements

Contents

4Girlguiding Identity Guidelines

1.0 Our message

5Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

We have three versions of text summarising who we are and what we do – a one-sentence version, a short version and a full version. They are templates for the standard way we describe who are we and what we do. This ensures there is a consistency in the way we express ourselves across the entire organisation. These can be cut and pasted directly into documents, publications and guidelines, or adapted to fit local needs.

One-sentence version

Girlguiding is the leading charity for girls and young women in the UK. Short version

Girlguiding is the leading charity for girls and young women in the UK. We build girls’ confidence and raise their aspirations. We give them the chance to discover their full potential and encourage them to be a powerful force for good. We give them a space to have fun.Full versionGirlguiding is the leading charity for girls and young women in the UK. Thanks to the dedication and support of 100,000 amazing volunteers, we are active in every part of the UK, giving girls and young women a space where they can be themselves, have fun, build brilliant friendships, gain valuable life skills and make a positive difference to their lives and their communities. We build girls’ confidence and raise their aspirations. We give them the chance to discover their full potential and encourage them to be a powerful force for good.

1.1 Who we are

1.0 Our message

6Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

1.0 Our message

‘We are, we can, we do’ is our brand proposition. It sets out the key idea, message and thinking behind our brand – who we are, what we enable and what we do. We use the brand proposition to inform our work when communicating on behalf of the charity.

The phrase ‘we are, we can, we do’ is not self-explanatory, which is why it is not our strapline or a key message, and should never appear as is in any of our communications. ‘We are, we can, we do’ is instead a starting point we build from to create strong, positive messages about Girlguiding.

On the right are some examples of our brand proposition in action. They can work as headings and captions on banners, posters and leaflets, soundbites in video and audio broadcasts, headlines in press releases, and so on.

We are Girlguiding.We are Rainbows/Brownies/Guides/The Senior Section/volunteers.We are Broneirion Training and Activity Centre.We are 4th Anytown Brownie Unit.

We can achieve anything.We (can) help girls reach their potential.We (can) give members a world of new experiences and friends.We (can) provide outdoor adventure for young people.We (can) provide fun activities for seven- to ten-year-old girls.

We do fun things.We (do) make a difference to our communities.We (do) let girls make their own decisions.We (do) let girls discover new things.We (do) help girls gain confidence.

1.2 Our brand proposition

7Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

‘WE DISCOVER, WE GROW’ is our strapline, and appears on our Girlguiding logo (see Section 2.0 Our logo).

Our strapline is an example of our brand proposition ‘we are, we can, we do’ in action. It captures what we offer our members – an opportunity to discover and try new things in order to grow and reach their potential.

WE DISCOVER WE GROW

1.3 Our strapline

1.0 Our message

8Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

1.0 Our message

1.4 Our key messages

We are for all girlsWe are for all girls and young women, whatever their background and circumstances. We offer them fun, exciting activities and the chance to make lifelong friends. You’ll find us in many communities, helping to give girls a head start in life and encouraging them to be happy, self-confident and curious about the world they live in and the difference they can make.

We give girls their own spaceWe give girls a place where they can really be themselves with other girls and share the experience of growing up as a girl in today’s world. We provide a safe, non-judgemental environment where girls can explore the issues they care about while having lots of fun, enjoying new experiences and learning vital skills.

We give girls a voiceWe give girls the confidence, skills and information to make informed decisions. We offer a supportive, inclusive and exciting environment where they can reach their own conclusions about the world. We show them how they can speak out and take positive action to improve their lives and the lives of others.

We change as the lives of girls changeWe are relevant to today’s girls because we listen to them and constantly evolve and adapt what we offer them without losing what makes us uniquely us. We provide support, comfort and friendship in what can often seem a complex world for girls as they grow up.

Brand proposition

• We are open to all girls – of all faiths and none.• We employ outreach workers to encourage membership in hard-to-reach

communities.• We keep our subscriptions as low as possible and our ‘UK units in need grant’ offers

financial support to ensure that costs never prevent girls from joining us.• Our groups are fully integrated to include girls with disabilities, and we offer grants

to ensure that they and their carers can join us on camps and trips.

• We know from our research that being girl-only is one of the things our young members value most about guiding.

• Our peer education programme and specialist resources support hundreds of girls each year to talk about sensitive subjects like eating disorders, binge drinking, drugs and sexual health.

• Our Girls in Action project educates girls about sensitive issues affecting their peers around the world like violence against women, street children and girls’ education.

• We produce the UK’s largest annual survey of girls’ opinions – Girls’ Attitudes – on issues from role models and equality to university fees and plastic surgery.

• We have a dedicated youth advocacy panel called Advocate! to help girls speak out publicly about issues they care about.

• Our Innovate Conference involves girls and young women making decisions at all levels of Girlguiding strategy.

• Twice a year Girlguiding hosts the BIG GIG – a massive pop concert for more than 20,000 Guides – with performances from some of the biggest and most popular current artists.

• Our camps, residentials and trips give girls the chance to try new adventures, from quad-biking, orienteering and abseiling, to zorbing, canoeing and zip-wiring.

• Girls can get badges in everything from survival, world traveller and independent living through to science investigator, stargazer and adventure.

Key message

We are

We do

We can

Examples

9Girlguiding Identity Guidelines

2.0 Our logo

10Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Our Girlguiding logo design is made up of five elements.

1. The logo panel 2. The trefoil 3. Our name 4. Our strapline (see 1.3) 5. The logo panel border

The white logo panel border should be the same thickness as the white circle around the trefoil.

How these five logo elements appear together should never be altered, nor any of the elements separated.

2.0 Our logo

2.1 Our logo design

1.

4.

3.

2.

5.

11Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Our Girlguiding logo is available in four colour versions.

Main logo versionsThe main blue logo is the preferred logo to be used across all materials and printed and digital communications.

The main logo (black) should be used when reproduction is available in only black and white.

Alternative logo versionsThe alternative logos are for use on special items only (such as clothing) where reproduction of the main logo is not possible.

2.0 Our logo

2.2 Our logo colours

Main logo Main logo (black)

Alternative logo (black)Alternative logo

12Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

2.0 Our logo

Clear space We maintain the integrity of our logo by never overlapping it with graphics, text, photographs or illustrations. Our logo is always placed over all other elements of design in our publications and other communications.

When used on communications of other organisations, our logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping our logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of the main Girlguiding logo is 35mm.Please be aware that the material you are printing on may affect the quality and legibility of the logo reproduced. We advise that you get a test sample of your material from your printer or manufacturer to check reproduction quality. If the logo reproduced at minimum size is of poor quality or legibility, we recommend increasing its size.

2.3 Clear space and minimum sizeClear space

Minimum size

35mm

13Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

We have four versions of the Girlguiding logo shape. Each version has the logo panel pointing in a different direction.

The four versions of our logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version selected should always be positioned to point you to the focus of the material, such as information or an image.

Positioned top left Positioned top right

2.4 Positioning our logo

2.0 Our logo

Positioned bottom left Positioned bottom right

14Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

These rules apply to ensure that our logo is used correctly and that our brand is used consistently. Please follow them.

2.5 Rules about our logo

2.0 Our logo

Do not use alternative colours

Do not change our strapline

Do not alter our name

Do not change our typefaces

Do not distort our logo Do not alter our logo

Do not change the shape of our logo Do not remove any part of our logo

GIRLS IN THE LEAD

15Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

2.0 Our logo

The different areas of Girlguiding (such as Districts, Divisions, Counties, Countries and Regions) are identified by the addition of a ‘highlight’ to our logo that contains the area’s name.

Localised main logo The localised main blue logo is the preferred logo to be used across all materials and printed and digital communications. The localised main logo (black) should be used when reproduction is available in only black and white.

Localised alternative logo The localised alternative logos are for use on special items only (such as clothing) where reproduction of the main logo is not possible.

Logo generator Please do not try to create your Girlguiding area’s logo yourself. On our website is a logo generator you can use to create your local logo for free. Go to www.girlguiding.org.uk/opc to access the Online Print Centre logo generator or contact the Girlguiding Marketing team for help at [email protected].

2.6 Localising our logo

Location nameLocation name

Localised alternative logo Localised alternative logo (black)

Location nameLocation name

Localised main logo Localised main logo (black)

16Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

2.0 Our logo

Clear space As for our main logo (see 2.3), we maintain the integrity of our localised logo by never overlapping it with graphics, text, photographs or illustrations. Our localised logo is always placed over all other elements of design in our publications and other communications.

When used on communications of other organisations, our localised logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping our localised logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of the localised logo is 35mm.

2.6 Localising our logo (cont.)

Location name on two lines

Location name on one line

Location name

on two lines

Location name

Location nameMinimum size (localised logos)

Location name

35mm

17Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Positioning We have four versions of the localised logo shape. Each version has the logo panel pointing in a different direction.

The four versions of the localised logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version chosen should always be positioned to point you to the focus of your material, such as information or an image.

2.6 Localising our logo (cont.)

2.0 Our logo

Positioned top left Positioned top right

Location name

Location name Location name

Location name

Positioned bottom left Positioned bottom right

Location nameLocation name

Location name Location name

18Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Here are examples of Country, Region and BGIFC logos.

2.6 Localising our logo (cont.)

2.0 Our logo

Country, Region and BGIFC logo examples

Scotland

Ulster

in Foreign Countries

British Guides

Anglia Midlands

South West England

EnglandLondon & South East

North East EnglandNorth West England

Cymru

19Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Here are examples of County, Division, District and unit logos.

When adding your County, Division, District or unit name please apply the following rules.• Use an initial capital letter for each word.• You can replace ‘and’ with the ampersand (&)

to save space.• Always write names in full and do not shorten,

such as ‘Glos’ for ‘Gloucester’ or ‘Herts’ for ‘Hertfordshire’.

• Do not include the name of your Country or Region in your County, Division, District or unit logo.

• For Counties, Divisions and Districts, please include ‘County’, ‘Division’ or ‘District’ at the end of your area name as appropriate.

• For units, you can omit ‘Unit’ from your name to save space, but must always include the section you belong to. So, ‘1st Westminster Brownies’ and ‘1st Westminster Brownie Unit’ are correct, but ‘1st Westminster Unit’ is not.

2.6 Localising our logo (cont.)

2.0 Our logo

District logo Unit logo

Division logoCounty logo

& Kingston Buci District

Shoreham, Southwick Brownie Unit

1st Westminster

Gloucestershire County

Bristol & South Wensleydale Division

Northallerton &

20Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Other languagesHere are examples of a localised logo in a different language.

International logoThe highlight can also be used to create an international Girlguiding logo, such as for use by Girlguiding representatives at international events. We do this by adding ‘United Kingdom’ in the highlight.

2.6 Localising our logo (cont.)

Gaelic and English

Gaelic

Alba

Alba Scotland

2.0 Our logo

United Kingdom

International logo

21Girlguiding Identity Guidelines

3.0 Our colours

22Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Colour is an important part of our Girlguiding brand identity. We have three parts to our Girlguiding colour palette – primary colours, secondary colours and tints.

These colours should be matched accurately to ensure that they always appear consistent across materials.

Primary Girlguiding colours

Secondary Girlguiding colours

PMS 2718 C70 M40 Y0 K0 R78 G136 B199Web #4e88c7

PMS 220 C0 M100 Y20 K20 R196 G0 B99Web #c40063

3.1 Our colour palette

3.0 Our colours

Black C0 M0 Y0 K100R0 G0 B0Web #000000

WhiteWeb #ffffff

PMS 368C60 M0 Y100 K0 R114 G191 B68Web #72bf44

PMS 179C0 M90 Y90 K0 R239 G63 B48Web #ef3f30

PMS 513C52 M80 Y0 K0 R139 G82 B161Web #8b52a1

PMS 144C0 M53 Y100 K0 R247 G142 B30Web #f78e1e

PMS 321C100 M0 Y30 K10 R0 G157 B173Web #009dad

PMS Cool Grey 6 C0 M0 Y0 K40 R167 G169 B172Web #a7a9ac

PMS 2935C100 M50 Y0 K0 R0 G114 B188Web #0072bc

PMS 116C0 M15 Y100 K0 R255 G212 B0Web #ffd400

23Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Tints of our primary colours may be used to create variety across the materials we produce. The tints can be derived from either the Pantone references or the CMYK, RGB or web breakdowns. Only the following tints of the primary colours are to be used: 100 per cent, 70 per cent and 20 per cent.

Tints of 100 per cent and 70 per cent should be used for large text headlines, panels and backgrounds to white text. The 20 per cent tint can be used only as a background to dark text.

Pantone references are given for the tints in situations where only spot colours can be used, for instance merchandise.

3.2 Using tints of the primary colours

3.0 Our colours

Tints of primary Girlguiding colours

PMS 2718 C70 M40 Y0 K0 R78 G136 B199Web #4e88c7

(PMS 7453)R131 G171 B216

(PMS 2707)R220 G231 B244

PMS 220 C0 M100 Y20 K20 R196 G0 B99Web #c40063

(PMS 674)R214 G76 B145

(PMS 671)R243 G204 B224

20%

20%

70%

70%

100%

100%

24Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Tints of our secondary colours may be used to create variety across the materials we produce. The tints can be derived from either the Pantone references or the CMYK, RGB or web breakdowns. Only the following tints are to be used: 100 per cent, 70 per cent and 20 per cent.

Colours that are already quite bright or pale use only 100 per cent and 50 per cent tints.

Tints of 100 per cent and 70 per cent should be used for large text headlines, panels and backgrounds to white text. The 20 per cent and 50 per cent tints can be used only as backgrounds to dark text.

Pantone references are given for the tints in situations where only spot colours can be used, for instance merchandise.

3.3 Using tints of the secondary colours

3.0 Our colours

Tints of secondary Girlguiding colours tints

PMS 2935C100 M50 Y0 K0 R0 G114 B188Web #0072bc

PMS 179C0 M90 Y90 K0 R239 G63 B48Web #ef3f30

20% 20%100% 100%70% 70%

(PMS 279)R76 G156 B208

(PMS 7416)R244 G122 B110

(PMS 7450)R204 G227 B242

(PMS 7415)R252 G217 B214

PMS 321C100 M0 Y30 K10 R0 G157 B173Web #009dad

PMS 513C52 M80 Y0 K0 R139 G82 B161Web #8b52a1

100% 100%

(PMS 631)R76 G186 B197

(PMS 521)R174 G134 B189

(PMS 635)R204 G235 B239

(PMS 524)R232 G220 B236

PMS 116C0 M15 Y100 K0 R255 G212 B0Web #ffd400

PMS Cool Grey 6 C0 M0 Y0 K40 R167 G169 B172Web #a7a9ac

50% 50%100% 100%

(PMS 127)R255 G233 B127

(PMS 428)R211 G212 B213

PMS 144C0 M53 Y100 K0 R247 G142 B30Web #f78e1e

PMS 368C60 M0 Y100 K0 R114 G191 B68Web #72bf44

100% 100%

(PMS 1365)R249 G176 B97

(PMS 367)R156 G210 B124

(PMS 7506)R253 G232 B210

(PMS 365)R227 G242 B218

20%

20%

70%

70%

20%

20%

70%

70%

25Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Our sections each have their own colour palettes. These colours establish their individual identities and can be used to create distinctive and exciting section materials.

Use only the colours specified for each section. See Section 7.0 Sections for detailed guidance.

3.4 Section colours

3.0 Our colours

Primary Brownie colours Secondary Brownie colours

PMS 116C0 M15 Y100 K0 R255 G212 B0Web #ffd400

PMS 463C40 M55 Y100 K30 R124 G92 B35Web #7c5c23

PMS 277C30 M10 Y5 K0 R174 G205 B227Web #aecde3

PMS 203C0 M40 Y0 K0 R246 G173 B205Web #f6adcd

Primary Rainbow colours Secondary Rainbow colours

PMS 2975C30 M0 Y0 K0 R171 G225 B250Web #abe1fa

PMS 179C0 M90 Y90 K0 R239 G63 B48Web #ef3f30

PMS CyanC100 M0 Y0 K0 R0 G174 B239Web #00aeef

PMS 109C0 M10 Y100 K0 R255 G221 B0Web #ffdd00

Primary Guide colours Secondary Guide colours

PMS 2935C100 M50 Y0 K0 R0 G114 B188Web #0072bc

PMS 1795C0 M100 Y100 K0 R237 G28 B36Web #ed1c24

PMS 368C60 M0 Y100 K0 R114 G191 B68Web #72bf44

PMS 513C52 M80 Y0 K0 R139 G82 B161Web #8b52a1

Primary Senior Section colours Secondary Senior Section colours

PMS 321C100 M0 Y30 K10 R0 G157 B173Web #009dad

PMS Cool Grey 6C0 M0 Y0 K40 R167 G169 B172Web #a7a9ac

PMS MagentaC0 M100 Y0 K0 R236 G0 B140Web #ec008c

PMS 144C0 M53 Y100 K0 R247 G142 B30Web #f78e1e

26Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

3.5 Using tints of the section colours

3.0 Our colours

Tints of primary Brownie colours Tints of secondary Brownie colours

Tints of primary Rainbow colours Tints of secondary Rainbow colours

PMS 2975C30 M0 Y0 K0 R171 G225 B250Web #abe1fa

PMS 116C0 M15 Y100 K0 R255 G212 B0Web #ffd400

PMS 109C0 M10 Y100 K0 R255 G221 B0Web #ffdd00

PMS 277C30 M10 Y5 K0 R174 G205 B227Web #aecde3

PMS 179C0 M90 Y90 K0 R239 G63 B48Web #ef3f30

PMS 463C40 M55 Y100 K30 R124 G92 B35Web #7c5c23

PMS CyanC100 M0 Y0 K0 R0 G174 B239Web #00aeef

PMS 203C0 M40 Y0 K0 R246 G173 B205Web #f6adcd

50%

50%

50%

50%

100%

100%

100%

100%

100%

100%

100%

100%

20%

20%

20%

50%

70%

70%

70%

(PMS 7457)R213 G240 B252

(PMS 127)R255 G233 B127

(PMS 127)R255 G238 B127

(PMS 642)R215 G229 B240

(PMS 7416)R244 G122 B110

(PMS 7504)R163 G141 B101

(PMS 306)R76 G198 B244

(PMS 671)R250 G214 B230

(PMS 7415)R252 G217 B214

(PMS 7529)R229 G222 B211

(PMS 7457)R204 G239 B252

Tints of our section colours may be used to create variety across the materials we produce. The tints can be derived from either the Pantone references or the CMYK, RGB or web breakdowns. Only the following tints are to be used: 100 per cent, 70 per cent and 20 per cent.

Colours that are already quite bright or pale use only 100 per cent and 50 per cent tints.

Tints of 100 per cent and 70 per cent should be used for large text headlines, panels and backgrounds to white text. The 20 per cent and 50 per cent tints can be used only as backgrounds to dark text.

Pantone references are given for the tints in situations where only spot colours can be used, for instance merchandise.

Use only the colours specified for each section. See Section 7.0 Sections for detailed guidance.

27Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

3.5 Using tints of the section colours (cont.)

3.0 Our colours

Tints of primary Senior Section colours Tints of secondary Senior Section colours

Tints of primary Guide colours Tints of secondary Guide colours

PMS 2935C100 M50 Y0 K0 R0 G114 B188Web #0072bc

PMS 321C100 M0 Y30 K10 R0 G157 B173Web #009dad

PMS 513C52 M80 Y0 K0 R139 G82 B161Web #8b52a1

PMS 144C0 M53 Y100 K0 R247 G142 B30Web #f78e1e

PMS 1795C0 M100 Y100 K0 R237 G28 B36Web #ed1c24

PMS Cool Grey 6C0 M0 Y0 K40 R167 G169 B172Web #a7a9ac

PMS 368C60 M0 Y100 K0 R114 G191 B68Web #72bf44

PMS MagentaC0 M100 Y0 K0 R236 G0 B140Web #ec008c

20% 20%

20%

20%

20%

20%

20%

100%

100%

100%

100%

100%

100%

100%

100%50%

70% 70%

70%

70%

70%

70%

70%

(PMS 279)R76 G156 B208

(PMS 631)R76 G186 B197

(PMS 521)R174 G134 B189

(PMS 1365)R249 G176 B97

(PMS 7416)R242 G96 B101

(PMS 428)R211 G212 B213

(PMS 367)R156 G210 B124

(PMS 813)R242 G76 B174

(PMS 7450)R204 G227 B242

(PMS 635)R204 G235 B239

(PMS 524)R232 G220 B236

(PMS 7506)R253 G232 B210

(PMS 169)R251 G210 B211

(PMS 365)R227 G242 B218

(PMS 671)R251 G204 B232

28Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected]

3.6 Colour proportionsWhen we produce Girlguiding materials there are certain colours that we want to see used in greater proportion to others. This will ensure consistency of look and feel across everything we do.

Our primary Girlguiding blue is our most dominant colour with our primary Girlguiding raspberry next. Use the secondary colours to add variety. You can also use tints of the primary and secondary Girlguiding colours.

To the right is an approximation of the Girlguiding colours as they should be used in proportion to each other.

3.0 Our colours

Colour proportions

10%

10%

10%

10%

10%

10%

10%

10%

50%

30%

29Girlguiding Identity Guidelines

4.0 Our fonts

30Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The Trebuchet family of fonts is the official Girlguiding typeface. It is to be used for the creation of all logos, printed materials and digital communications.

Trebuchet is a standard font available in all Microsoft applications.

TrebuchetABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Trebuchet ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Trebuchet BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Trebuchet Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

4.1 Main typeface

4.0 Our fonts

31Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The Frutiger family of fonts is our alternative Girlguiding typeface. Having another typeface enables us to create a greater variety of Girlguiding resources.

Frutiger is not a standard font and is not available in Microsoft applications. You will need to purchase it to use in design applications such as InDesign and Quark.

Frutiger LightABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Frutiger RomanABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Frutiger BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

Frutiger BlackABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890

4.2 Alternative typeface

4.0 Our fonts

32Girlguiding Identity Guidelines

5.0 Photography

33Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

5.0 Photography

5.1 How to select images

Our images should show girls engaged in activities in natural, real situations that represent positive behaviour and relationships.

This section provides a brief explanation of how to take and select the best photos.

Dos and don’ts• Do pick/take pictures of girls together. • Do make sure the girls are engaged

in positive activities with one another.• Do focus on the key activity if picking/

taking a picture of a large group.• Do crop into images of groups of girls

to show detail.• Do take note of how backgrounds may

affect your message, such as churches (Christian), brick wall (urban) and so on.

• Do ensure people at the back of group shots aren’t pulling faces.

• Don’t show girls on their own looking isolated.

• Don’t always show girls looking at the camera – girls engaged with one another in activity feels less posed and more natural.

A selection of our images can be downloaded from www.girlguiding.org.uk/opc.

Rainbows

Guides

Brownies

The Senior Section

34Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

5.0 Photography

Portraying our Girlguiding identity extends beyond our message, logos and colours. Our brand identity is also represented through the imagery we use in illustrations, photography and film.

Outlined in this section is our brief for when you take (or commission) photos. Please use this guide and share it with your colleagues.

Image style The images we use to represent what we do should show real life, people and natural situations in a positive, dynamic and impactful way. Images should:• feel observed rather than staged• be cropped in ways that increase

their impact• have a focus to draw the audience’s

attention.• be uncluttered and clear as to what

the activity shown is• convey emotions, atmosphere and

engage the audience• where possible, be relevant and add

value by showing the breadth of Girlguiding as a UK-wide movement.

Our images need to reflect the diversity of our membership and show people from different regions, of all ages and ethnic backgrounds, and include people with disabilities.

Image format Images should always be provided for print at 300dpi. When commissioning new images, consider the format (landscape or portrait) of the image and its end use.

Permissions and usage When photographing children and young people under the age of 18, written consent is needed from their parent or carer. Use the Girlguiding Photo Consent form to obtain this. Ask the girls as well for their permission when taking photos of them.

When commissioning photography, please ensure that you negotiate as broad a usage right with the photographer as possible.

Quick list of things to consider• Where am I using the image?• What is the most appropriate

format (landscape or portrait) for the image’s end use?

• How long do I want to use the image for and have I negotiated the appropriate usage right with the photographer?

• Have I acquired written permissions from the parents/carers of the girls?

Further guidance and the Girlguiding Photo Consent form are available from www.girlguiding.org.uk > Members’ area > Resource library > PRA resources > Legal and financial considerations.

5.2 Our photography brief

35Girlguiding Identity Guidelines

6.0 Brand elements

36Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

6.1 Our Girlguiding brand elementsOur Girlguiding brand identity is made up of several elements. The foremost elements make up our Girlguiding logo (see also Section 2.0 Our logo).

1. The trefoil2. Our name3. Our strapline4. The logo panel5. The logo panel border6. The highlight for localising our logo

Other elements related to the above include:• our colours (see Section 3.0 Our colours),

including usage proportions (see Section 3.6)• shaped boxes used in our designs to contain

imagery, information, for backgrounds and more• shaped borders used in our section logos

(see Section 7.0 Sections) and our designs to complement our shaped boxes.

Shaped boxes Shaped borders

6.0 Brand elements

Location name

4.

3.

2.

1.

6.

5.

37Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Our branding rules are to ensure that our our brand is always used correctly. Please follow them at all times.

6.2 Rules about our brand elements

6.0 Brand elements

Do not use the trefoil as bullet points

Do not create a multi-coloured trefoil

Bullet points

Bullet points

Bullet points

Bullet points

Tref il

Do not use the trefoil as a replacement letter

Do not put the trefoil in any other shape than the Girlguiding logo panel

Do not use the trefoil as a repeated pattern

Do not reproduce the trefoil in any other colours

Do not selectively mix and match the brand elements

Location name

Do not alter our highlight (shape, colour or placement)

38Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

6.2 Rules about our brand elements (cont.)

6.0 Brand elements

Do not alter or distort the shape of our logo panel, boxes and borders.

Distorted corners

Overly stretched vertically

Overly stretched horizontally

Correct corners – perfectly rounded

Correct shapes

39Girlguiding Identity Guidelines

7.0 Sections

40Girlguiding Identity Guidelines

7.1.0 Rainbows

41Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.1.1 Our Rainbow logo

7.0 Sections

This is our Rainbow logo. We use it on all Rainbow resources, materials, events and communications. Two colour options are available.

Main Rainbow logoThe main Rainbow logo is the logo that should be used across all Rainbow materials and printed and digital communications.

Greyscale Rainbow logo Use the greyscale Rainbow logo when reproduction is available in only black and white.

Please do notsHow the Rainbow logo elements appear together should always remain the same.

• Do not use alternative colours.• Do not change the typeface.• Do not distort the logo.• Do not alter the logo.• Do not change the shape of the logo.• Do not remove any part of the logo.

Main Rainbow logo

Greyscale Rainbow logo

42Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

We have four versions of the Rainbow logo shape. Each version has the logo panel pointing in a different direction.

The four versions of the Rainbow logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version selected should always be positioned to point you to the focus of the material, such as information or an image.

7.1.2 Positioning the Rainbow logo

7.0 Sections

Positioned top left Positioned top right

Positioned bottom left Positioned bottom right

43Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.1.3 Localising the Rainbow logo

7.0 Sections

Localising the Rainbow logo is achieved with the addition of a coloured ‘highlight’ that contains the unit’s name. It can also contain a District, Division or County name, to use for example for a Rainbow event for the whole area.

Logo generator Please do not try to create your area’s logo yourself. On our website is a logo generator you can use to create your localised logo for free. Go to www.girlguiding.org.uk/opc to access the Online Print Centre logo generator or contact the Girlguiding Marketing team for help at [email protected].

Localised unit logo Localised District logo

Localised Division logo Localised County logo

178th Bristol (Shirehampton)

Folkestone Division

Woodcote District

Tyrone County

44Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.1.4 Clear space and minimum size

7.0 Sections

Location name

Clear space

Clear space (localised logo)

Minimum sizeClear space We maintain the integrity of our Rainbow logo by never overlapping it with graphics, text, photographs or illustrations. Our Rainbow logo is always placed over all other elements of design in our publications and other communications.

When used on communications of other organisations, our Rainbow logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping our Rainbow logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of the Rainbow logo is 35mm.

Please be aware that the material you are printing on may affect the quality and legibility of the logo reproduced. We advise that you get a test sample of your material from your printer or manufacturer to check reproduction quality. If the logo reproduced at minimum size is of poor quality or legibility, we recommend increasing its size.

35mm

Minimum size (localised logo)

Location name

35mm

45Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The primary and secondary Rainbow colours are those featured in the Rainbow logo and Promise badge. They are to be used together to create Rainbow materials. The colours should be matched accurately to ensure that they always appear consistent.

When we produce Rainbow materials there are certain colours that we want to see used in greater proportion to others. This will ensure consistency of look and feel across everything we do.

The primary Rainbow pale blue (the colour of the Rainbow promise badge) is the most dominant colour, with the primary Rainbow red next. The secondary Rainbow yellow and blue are used to add variety.

You can also use tints of the primary and secondary Rainbow colours.

7.1.5 Our Rainbow colours

7.0 Sections

Rainbow Promise badge

Colour proportionsRainbow logo

PMS 2975C30 M0 Y0 K0 R171 G225 B250Web #abe1fa

50%100%

(PMS 7457)

PMS 179C0 M90 Y90 K0 R239 G65 B48Web #ef4130

100% 20% 20%70% 70%

(PMS 7416) (PMS 7415)

PMS 109C0 M10 Y100 K0 R255 G221 B0Web #ffdd00

50%100%

(PMS 127)

PMS CyanC100 M0 Y0 K0 R0 G174 B239Web #00aeef

100%

(PMS 306) (PMS 7457)

Primary Rainbow colours and tints Secondary Rainbow colours and tints

46Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

7.1.6 Our Rainbow brand elements The brand identity of Rainbows is made up of several elements. The main ones are the Rainbow Promise badge and the elements that make up the Rainbow logo.

1. The name (including typography)2. The tri-coloured rainbow3. The logo panel4. The overlapping panel borders5. The highlight for localising the logo

Other Rainbow brand elements are:• the Rainbow colours (see Section 7.1.5)

including proportions• shaped boxes and borders used in our Rainbow

designs.

Rainbow Promise badge Shaped boxes Shaped borders

Location name

3.

1.

2.

5.

4.

47Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Location name

7.1.7 Rules about the Rainbow brand elements

7.0 Sections

Do not alter the Promise badge (shape or colour)

Do not alter the highlight (shape, colour or placement)

Do not alter the shape of the boxes and borders

Do not reproduce the name without the tri-coloured rainbow

Do not alter the name and rainbow (typography, shape or colours)

Bullet points

Bullet points

Bullet points

Bullet points

Do not use the Promise badge as a design feature (patterns, wallpaper, bullet points, replacement letter etc)

48Girlguiding Identity Guidelines

7.2.0 Brownies

49Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.2.1 Our Brownie logo

7.0 Sections

This is our Brownie logo. We use it on all Brownie resources, materials, events and communications. Two colour options are available.

Main Brownie logoThe main Brownie logo is the logo that should be used across all Brownie materials and printed and digital communications.

Greyscale Brownie logo Use the greyscale Brownie logo when reproduction is available in only black and white.

Please do nots How the Brownie logo elements appear together should always remain the same.

• Do not use alternative colours.• Do not change the typeface.• Do not distort the logo.• Do not alter the logo.• Do not change the shape of the logo.• Do not remove any part of the logo.

Main Brownie logo

Greyscale Brownie logo

50Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

We have four versions of the Brownie logo shape. Each version has the logo panel pointing in a different direction.

The four versions of the Brownie logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version selected should always be positioned to point you to the focus of the material, such as information or an image.

7.2.2 Positioning the Brownie logoPositioned top left Positioned top right

Positioned bottom left Positioned bottom right

51Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.2.3 Localising the Brownie logoLocalising the Brownie logo is achieved with the addition of a coloured ‘highlight’ that contains the unit’s name. It can also contain a District, Division or County name, to use for example for a Brownie event for the whole area.

Logo generator Please do not try to create your area’s logo yourself. On our website is a logo generator you can use to create your localised logo for free. Go to www.girlguiding.org.uk/opc to access the Online Print Centre logo generator or contact the Girlguiding Marketing team for help at [email protected].

7.0 Sections

Localised unit logo Localised District logo

Localised Division logo Localised County logo

30th Westminster

Cotswold North Division

Selsdon District

Jersey County

52Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

7.2.4 Clear space and minimum size

Location name

Clear space

Clear space (localised logo)

Minimum sizeClear space We maintain the integrity of our Brownie logo by never overlapping it with graphics, text, photographs or illustrations. Our Brownie logo is always placed over all other elements of design in our publications and other communications.

When used on communications of other organisations, our Brownie logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping our Brownie logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of the Brownie logo is 35mm.

Please be aware that the material you are printing on may affect the quality and legibility of the logo reproduced. We advise that you get a test sample of your material from your printer or manufacturer to check reproduction quality. If the logo reproduced at minimum size is of poor quality or legibility, we recommend increasing its size.

Minimum size (localised logo)

35mm

35mm

Location name

53Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

PMS 116C0 M15 Y100 K0 R255 G212 B0Web #ffd400

50%100%

(PMS 127)

The primary and secondary Brownie colours are to be used together to create Brownie materials. The colours should be matched accurately to ensure that they always appear consistent.

When we produce Brownie materials there are certain colours that we want to see used in greater proportion to others. This will ensure consistency of look and feel across everything we do.

The primary Brownie yellow (the colour of the Brownie Promise badge) is the most dominant colour, with the primary Brownie brown next. The secondary Brownie pale blue and pink are used to add variety.

You can also use tints of the primary and secondary Brownie colours.

7.2.5 Our Brownie colours

7.0 Sections

Brownie Promise badge

Colour proportionsBrownie logo

Primary Brownie colours and tints Secondary Brownie colours and tints

PMS 463C40 M55 Y100 K30 R124 G92 B35Web #7c5c23

PMS 203C0 M40 Y0 K0 R246 G173 B205Web #f6adcd

100% 100%20% 50%70%

PMS 277C30 M10 Y5 K0 R175 G204 B225Web #afcce1

50%100%

(PMS 642)

(PMS 7504) (PMS 671)(PMS 7529)

54Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

Location name

7.0 Sections

7.2.6 Our Brownie brand elementsThe brand identity of Brownies is made up of several elements. The main ones are the Brownie Promise badge and the elements that make up the Brownie logo.

1. The name (including typography)2. The flower3. The logo panel4. The overlapping panel borders5. The highlight for localising the logo

Other Brownie brand elements are:• the Brownie colours (see Section 7.2.5)

including proportions• shaped boxes and borders used in our Brownie

designs.

Shaped boxes Shaped borders

3.

2.1.

5.

4.

Brownie Promise badge

55Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.2.7 Rules about the Brownie brand elements

7.0 Sections

Location name

Do not alter the Promise badge (shape or colour)

Do not alter the highlight (shape, colour or placement)

Do not alter the shape of the boxes and borders

Do not reproduce the name without the flower

Do not alter the name and flower (typography, shape or colours)

Bullet points

Bullet points

Bullet points

Bullet points

Do not use the Promise badge as a design feature (patterns, wallpaper, bullet points, replacement letter etc)

56Girlguiding Identity Guidelines

7.3.0 Guides

57Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

This is our Guide logo. We use it on all Guide resources, materials, events and communications. Two colour options are available.

Main Guide logoThe main Guide logo is the logo that should be used across all Guide materials and printed and digital communications.

Greyscale Guide logo Use the greyscale Guide logo when reproduction is available in only black and white.

Please do nots How the Guide logo elements appear together should always remain the same.

• Do not use alternative colours.• Do not change the typeface.• Do not distort the logo.• Do not alter the logo.• Do not change the shape of the logo.• Do not remove any part of the logo.

7.3.1 Our Guide logoMain Guide logo

Greyscale Guide logo

58Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

We have four versions of the Guide logo shape. Each version has the logo panel pointing in a different direction.

The four versions of the Guide logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version selected should always be positioned to point you to the focus of the material, such as information or an image.

7.3.2 Positioning the Guide logoPositioned top left Positioned top right

Positioned bottom left Positioned bottom right

59Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.3.3 Localising the Guide logoLocalising the Guide logo is achieved with the addition of a coloured ‘highlight’ that contains the unit’s name. It can also contain a District, Division or County name, to use for example for a Guide event for the whole area.

Logo generator Please do not try to create your area’s logo yourself. On our website is a logo generator you can use to create your localised logo for free. Go to www.girlguiding.org.uk/opc to access the Online Print Centre logo generator or contact the Girlguiding Marketing team for help at [email protected].

Localised unit logo

Localised Division logo Localised County logo

Localised District logo

1st Southampton South

Forest South Division

West Croydon District

Gordon County

7.0 Sections

60Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

7.3.4 Clear space and minimum size

Location name

Clear space

Clear space (localised logo)

Minimum sizeClear space We maintain the integrity of our Guide logo by never overlapping it with graphics, text, photographs or illustrations. Our Guide logo is always placed over all other elements of design in our publications and other communications.

When used on communications of other organisations, our Guide logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping our Guide logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of the Guide logo is 35mm.

Please be aware that the material you are printing on may affect the quality and legibility of the logo reproduced. We advise that you get a test sample of your material from your printer or manufacturer to check reproduction quality. If the logo reproduced at minimum size is of poor quality or legibility, we recommend increasing its size.

Minimum size (localised logo)

35mm

35mm

Location name

61Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The primary and secondary Guide colours are to be used together to create Guide materials. The colours should be matched accurately to ensure that they always appear consistent.

When we produce Guide materials there are certain colours that we want to see used in greater proportion to others. This will ensure consistency of look and feel across everything we do.

The primary Guide blue (the colour of the Guide Promise badge) is the most dominant colour, with the primary Guide red next. The secondary Guide purple and green are used to add variety.

You can also use tints of the primary and secondary Guide colours.

7.3.5 Our Guide colours

7.0 Sections

Guide Promise badge

Colour proportionsGuide logo

Primary Guide colours and tints Secondary Guide colours and tints

PMS 2935C100 M50 Y0 K0 R0 G114 B188Web #0072bc

20%100% 70%

(PMS 279) (PMS 7450) PMS 513C52 M80 Y0 K0 R139 G82 B161Web #8b52a1

100%

(PMS 521) (PMS 524)

PMS 1795C0 M100 Y100 K0 R237 G28 B36Web #ed1c24

100%

(PMS 7416) (PMS 169) PMS 368C60 M0 Y100 K0 R114 G191 B68Web #72bf44

100%

(PMS 367) (PMS 365)

20%70%

20%

20%

70%

70%

62Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The brand identity of Guides is made up of several elements. The main ones are the Guide Promise badge and the elements that make up the Guide logo.

1. The name (including typography)2. The stars3. The logo panel4. The overlapping panel borders5. The highlight for localising the logo

Other Guide brand elements are:• the Guide colours (see Section 7.3.5) including

proportions• shaped boxes and borders used in our

Guide designs.

7.3.6 Our Guide brand elements

7.0 Sections

Location name

Shaped boxes Shaped borders

3.

2.

2.

1.

5.

4.

Guide Promise badge

63Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.3.7 Rules about the Guide brand elements

7.0 Sections

Location name

Do not alter the Promise badge (shape or colour)

Do not alter the highlight (shape, colour or placement)

Do not alter the shape of the boxes and borders

Do not reproduce the name without the stars

Do not alter the name and stars (typography, shape or colours)

Bullet points

Bullet points

Bullet points

Bullet points

Do not use the Promise badge as a design feature (patterns, wallpaper, bullet points, replacement letter etc)

64Girlguiding Identity Guidelines

7.4.0 The Senior Section

65Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.4.1 The Senior Section logo

7.0 Sections

This is our Senior Section logo. We use it on all Senior Section resources, materials, events and communications. Two colour options are available.

Main Senior Section logoThe main Senior Section logo is the logo that should be used across all Senior Section materials and printed and digital communications.

Greyscale Senior Section logo Use the greyscale Senior Section logo when reproduction is available in only black and white.

Please do nots How The Senior Section logo elements appear together should always remain the same.

• Do not use alternative colours.• Do not change the typeface.• Do not distort the logo.• Do not alter the logo.• Do not change the shape of the logo.• Do not remove any part of the logo.

Main Senior Section logo

Greyscale Senior Section logo

66Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

We have four versions of The Senior Section logo shape. Each version has the logo panel pointing in a different direction.

The four versions of The Senior Section logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version selected should always be positioned to point you to the focus of the material, such as information or an image.

7.4.2 Positioning The Senior Section logoPositioned top left Positioned top right

Positioned bottom left Positioned bottom right

67Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.4.3 Localising The Senior Section logo

7.0 Sections

Localising The Senior Section logo is achieved with the addition of a coloured ‘highlight’ that contains the unit’s name. It can also contain a District, Division or County name, to use for example for a Senior Section event for the whole area.

Logo generator Please do not try to create your area’s logo yourself. On our website is a logo generator you can use to create your localised logo for free. Go to www.girlguiding.org.uk/opc to access the Online Print Centre logo generator or contact the Girlguiding Marketing team for help at [email protected].

Localised unit logo Localised District logo

Localised Division logo Localised County logo

Ruislip Manor Rangers

1st Kensington & Chelsea Division

Cambridge City North West District

Ceredigion County

68Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.4.4 Clear space and minimum size

7.0 Sections

Location name

Clear space

Clear space (localised logo)

Minimum sizeClear space We maintain the integrity of our Senior Section logo by never overlapping it with graphics, text, photographs or illustrations. Our Senior Section logo is always placed over all other elements of design in our publications and other communications.

When used on communications of other organisations, our Senior Section logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping our Senior Section logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of The Senior Section logo is 35mm.

Please be aware that the material you are printing on may affect the quality and legibility of the logo reproduced. We advise that you get a test sample of your material from your printer or manufacturer to check reproduction quality. If the logo reproduced at minimum size is of poor quality or legibility, we recommend increasing its size.

Minimum size (localised logo)

35mm

35mm

Location name

69Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The primary and secondary Senior Section colours are to be used together to create Senior Section materials. The colours should be matched accurately to ensure that they always appear consistent.

When we produce Senior Section materials there are certain colours that we want to see used in greater proportion to others. This will ensure consistency of look and feel across everything we do.

The primary Senior Section aqua (the colour of The Senior Section Promise badge) is the most dominant colour, with the primary Senior Section grey next. The secondary Senior Section orange and magenta are used to add variety.

You can also use tints of the primary and secondary Senior Section colours.

7.4.5 The Senior Section colours

7.0 Sections

PMS Cool Grey 6C0 M0 Y0 K40 R167 G169 B172Web #a7a9ac

100% 50%

(PMS 428)

PMS 321C100 M0 Y30 K10 R0 G157 B173Web #009dad

20%100% 70%

(PMS 631) (PMS 635) PMS 144C0 M53 Y100 K0 R247 G142 B30Web #f78e1e

100%

(PMS 1365) (PMS 7506)

PMS MagentaC0 M100 Y0 K0 R236 G0 B140Web #ec008c

100%

(PMS 813) (PMS 671)

Promise badge

Colour proportionsThe Senior Section logo

Primary Senior Section colours and tints Secondary Senior Section colours and tints

20%

20%

70%

70%

70Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.0 Sections

7.4.6 The Senior Section brand elementsThe brand identity of The Senior Section is made up of several elements. The main ones are The Senior Section Promise badge and the elements that make up The Senior Section logo.

1. The name (including typography)2. The logo panel3. The overlapping panel borders4. The highlight for localising the logo

Other Senior Section brand elements are:• The Senior Section colours (see Section 7.4.5)

including proportions• shaped boxes and borders used in our Senior

Section designs.

Location name

Shaped boxes Shaped borders

2.

1.

4.

3.

The Senior Section Promise badge

71Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

7.4.7 Rules about The Senior Section brand elements

7.0 Sections

Location name

Do not alter the Promise badge (shape or colour)

Do not alter the highlight (shape, colour or placement)

Do not alter the shape of the boxes and borders

Do not reproduce the name without ‘The’ Do not alter the name (typography or colour)

Bullet points

Bullet points

Bullet points

Bullet points

Do not use the Promise badge as a design feature (patterns, wallpaper, bullet points, replacement letter etc)

72Girlguiding Identity Guidelines

8.0 The Trefoil Guild

73Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

8.0 The Trefoil Guild

8.1 The Trefoil Guild logoThis is our Trefoil Guild logo. We use it on all Trefoil Guild resources, materials, events and communications. Two colour options are available.

Main Trefoil Guild logoThe main Trefoil Guild logo is the logo that should be used across all Trefoil Guild materials and printed and digital communications.

Greyscale Trefoil Guild logo Use the greyscale Trefoil Guild logo when reproduction is available in only black and white.

Please do nots How the Trefoil Guild logo elements appear together should always remain the same.

• Do not use alternative colours.• Do not change the typeface.• Do not distort the logo.• Do not alter the logo.• Do not change the shape of the logo.• Do not remove any part of the logo.

Main Trefoil Guild logo

Greyscale Trefoil Guild logo

74Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

We have four versions of the Trefoil Guild logo shape. Each version has the logo panel pointing in a different direction.

The four versions of the Trefoil Guild logo can be placed on materials in the following positions: top left, top right, bottom left and bottom right.

The version selected should always be positioned to point you to the focus of the material, such as information or an image.

8.2 Positioning the Trefoil Guild logo

8.0 The Trefoil Guild

Positioned top left Positioned top right

Positioned bottom left Positioned bottom right

75Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

8.3 Localising the Trefoil Guild logoLocalising the Trefoil Guild logo is achieved with the addition of a coloured ‘highlight’ that contains the Guild’s name.

Logo generator Please do not try to create your Guild’s logo yourself. On our website is a logo generator you can use to create your logo for free. Go to www.girlguiding.org.uk/opc to access the Online Print Centre logo generator or contact the Girlguiding Marketing team for help at [email protected].

Localised logo examples

Blakewater

North East of England

1st Essex North East

Westgate & Birchington

8.0 The Trefoil Guild

76Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

8.4 Clear space and minimum size

Clear space Minimum sizeClear space We maintain the integrity of the Trefoil Guild logo by never overlapping it with graphics, text, photographs or illustrations. The Trefoil Guild logo is always placed over all other elements of design in Trefoil Guild publications and other communications.

When used on communications of other organisations, the Trefoil Guild logo must have a minimum clear space around it (see right). This is also the minimum distance for keeping the Trefoil Guild logo away from logos of other organisations.

Minimum size To ensure legibility, the minimum width for reproduction of the Trefoil Guild logo is 35mm.

Please be aware that the material you are printing on may affect the quality and legibility of the logo reproduced. We advise that you get a test sample of your material from your printer or manufacturer to check reproduction quality. If the logo reproduced at minimum size is of poor quality or legibility, we recommend increasing its size.

8.0 The Trefoil Guild

Location name

Clear space (localised logo) Minimum size (localised logo)

35mm

35mm

Location name

77Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

The primary and secondary Trefoil Guild colours are to be used together to create Trefoil Guild materials. The colours should be matched accurately to ensure that they always appear consistent.

When we produce Trefoil Guild materials there are certain colours that we want to see used in greater proportion to others. This will ensure consistency of look and feel across everything we do.

The primary Trefoil Guild red (the colour of the Trefoil Guild Promise badge) is the most dominant colour, with the primary Trefoil Guild gold next. The secondary Trefoil Guild blue and green are used to add variety.

You can also use tints of the primary and secondary Trefoil Guild colours.

8.5 The Trefoil Guild colours

PMS 145 C15 M50 Y100 K0 R216 G141 B42Web #d88d2a

100%

PMS 186 C0 M100 Y80 K10 R215 G22 B53Web #d71635

20%

20%

100% 70%

70%

(PMS 7417)R227 G91 B113

(PMS 157)R228 G175 B105

(PMS 176)R247 G208 B215

(PMS 155)R247 G232 B212

PMS 7462C80 M40 Y0 K20 R30 G110 B166Web #1e6ea6

100%

(PMS 7454)R97 G153 B193

(PMS 7450)R210 G226 B237

PMS 7490C50 M0 Y70 K20 R111 G167 B101Web #6fa765

100%

(PMS 7494)R154 G193 B147

(PMS 7485)R226 G237 B224

Trefoil Guild Promise badge

Colour proportionsTrefoil Guild logo

Primary Trefoil Guild colours and tints Secondary Trefoil Guild colours and tints

20%70%

20%70%

8.0 The Trefoil Guild

78Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

8.6 The Trefoil Guild brand elementsThe brand identity of the Trefoil Guild is made up of several elements. The main ones are what make up the Trefoil Guild logo.

1. The name (including typography)2. The Promise badge3. The strapline4. The logo panel5. The overlapping panel borders6. The highlight for localising the logo

Other Trefoil Guild brand elements are:• the Trefoil Guild colours (see Section 8.5)

including proportions• shaped boxes and borders used in Trefoil Guild

designs.

8.0 The Trefoil Guild

Location name

Shaped boxes Shaped borders

4.

2.

1.

3.

6.

5.

79Girlguiding Identity Guidelines

For any questions, please contact the Girlguiding Marketing team at [email protected].

8.0 The Trefoil Guild

8.7 Rules about the Trefoil Guild brand elements

Location name

Guiding for everyone

Do not alter the Promise badge (shape or colour)

Do not alter the highlight (shape, colour or placement)

Do not alter the shape of the boxes and borders

Do not alter the name (typography or colour)

Do not alter the strapline (wording or typography)

Bullet points

Bullet points

Bullet points

Bullet points

Do not use the Promise badge as a design feature (patterns, wallpaper, bullet points, replacement letter etc)

If you have any questions at all please contact the Girlguiding Marketing team at [email protected].