Leisure Brand Identity Guidelinesmeetings.derrycityandstrabanedistrict.com/documents... ·...
Transcript of Leisure Brand Identity Guidelinesmeetings.derrycityandstrabanedistrict.com/documents... ·...
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www.derrystrabane/leisure
Leisure Brand IdentityGuidelines
Derry City and Strabane District Council Leisure - Brand Identity GuidelinesStage 2
Stage 2: Draft 1
Derry City and Strabane District Council Leisure - Brand Identity GuidelinesStage 2
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Leisure brand 3
Strategic priorities and organisation 4
Culture and values 5
Behaviours 6
Visual identity 7
Logo landscape 8
Logo portrait 9
Landscape logo variations 10
Portrait logo variations 11
Clearance area 12
Prohibited logo usage 13
Colour palette 14
Colour picking 15
Typography 16
Tone of voice 17
Graphic device 18
Photography 20
Partner/Funder 24
Design examples 25
Corporate stationery 26
Press ad 27
Recruitment ad 28
Livery 29
Signage external/internal 30
Uniforms 31
Staff passes 32
Service specific 33
Exhibition and pop-up stands 34
Brochure examples 35
Outdoor advertising 36
Website 38
Web advertising 39
Social media 40
Contents
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Leisure BrandStrategic priorities Organisation Culture and values Behaviours
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Leisure BrandStrategic priorities Organisation Culture and values Behaviours
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Leisure BrandVisual identity
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All CentresLogo landscapeThe ‘DS’ icon from the logo is made upof two core elements. A ‘D’ for Derry anda flowing ‘S’ for Strabane. When pairedtogether the two letters create a visualrepresentation of the River Foyle that linksboth regions.
The logo highlights the comingtogether of two distinct regions in arepresentative and balanced approach.All proportions of the logo are fixed andshould not be altered. It must always bereproduced using the original digital masterartwork and must not be modified in anyway. Please do not scan or try to recreatethe logo under any circumstances.
TemplemoreSports Complex
Brandy wellSports Centre
Derg ValleyLeisure Centre
RiversdaleLeisure Centre
MelvinSports Centre
William StreetCity Baths
Bowling GreenDerry City and Strabane DistrictLeisure & Sports Centre
Logo landscapeAll Centres The logo can be applied to coloured backgrounds from the approved colour palette later in this document.
The logo itself can be a solid colour from the same palette as well as using a mix of colour logo and grey text.
When placing a colour logo onto a coloured/photographic background, colours must compliment each other and above all else legibility is key.
The primary colour logo should be used where possible. There is a greyscale version for use when colour printing is not available.
There are also mono black and mono white reversal logos. These allow the logo to work on both light and dark backgrounds.
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All CentresLogo portraitThe ‘DS’ icon from the logo is made upof two core elements. A ‘D’ for Derry anda flowing ‘S’ for Strabane. When pairedtogether the two letters create a visualrepresentation of the River Foyle that linksboth regions.
The logo highlights the comingtogether of two distinct regions in arepresentative and balanced approach.All proportions of the logo are fixed andshould not be altered. It must always bereproduced using the original digital masterartwork and must not be modified in anyway. Please do not scan or try to recreatethe logo under any circumstances.
Brandy wellSports Centre
MelvinSports Centre
TemplemoreSports Complex
Derg ValleyLeisure Centre
William StreetCity Baths
RiversdaleLeisure Centre
Bowling GreenDerry City and Strabane District
Leisure & Sports Centre
Logo landscapeAll Centres The logo can be applied to coloured backgrounds from the approved colour palette later in this document.
The logo itself can be a solid colour from the same palette as well as using a mix of colour logo and grey text.
When placing a colour logo onto a coloured/photographic background, colours must compliment each other and above all else legibility is key.
The primary colour logo should be used where possible. There is a greyscale version for use when colour printing is not available.
There are also mono black and mono white reversal logos. These allow the logo to work on both light and dark backgrounds.
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Brooke ParkLeisure CentreVisual identity
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Brooke ParkLeisure & SportsCentreLogo landscapeBrooke Park Prime Logo Type: The ‘DS’ icon from the logo is made upof two core elements. A ‘D’ for Derry anda flowing ‘S’ for Strabane. When pairedtogether the two letters create a visualrepresentation of the River Foyle that linksboth regions.
The logo highlights the comingtogether of two distinct regions in arepresentative and balanced approach.All proportions of the logo are fixed andshould not be altered. It must always bereproduced using the original digital masterartwork and must not be modified in anyway. Please do not scan or try to recreatethe logo under any circumstances.
Leisure & Sports CentreLogo landscapeAll Centres The logo can be applied to coloured backgrounds from the approved colour palette later in this document.
The logo itself can be a solid colour from the same palette as well as using a mix of colour logo and grey text.
When placing a colour logo onto a coloured/photographic background, colours must compliment each other and above all else legibility is key.
The primary colour logo should be used where possible. There is a greyscale version for use when colour printing is not available.
There are also mono black and mono white reversal logos. These allow the logo to work on both light and dark backgrounds.
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Brooke ParkLeisure CentreLogo portraitThe logo can also be used in portrait formatfor certain applications. Colour andmonotone variations are also available.All proportions of the logo are fixed andshould not be altered. It must always bereproduced using the original digital masterartwork and must not be modified in anyway. Please do not scan or try to recreatethe logo under any circumstances.
Leisure & Sports Centre
Logo landscapeAll Centres The logo can be applied to coloured backgrounds from the approved colour palette later in this document.
The logo itself can be a solid colour from the same palette as well as using a mix of colour logo and grey text.
When placing a colour logo onto a coloured/photographic background, colours must compliment each other and above all else legibility is key.
The primary colour logo should be used where possible. There is a greyscale version for use when colour printing is not available.
There are also mono black and mono white reversal logos. These allow the logo to work on both light and dark backgrounds.
Leisure & Sports Centre
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Brooke ParkLeisure CentreLandscape logovariationsBrooke Park Prime Logo Type:The logo can be applied to colouredbackgrounds from the approved colourpalette later in this document.The logo itself can be a solid colour fromthe same palette as well as using a mix ofcolour logo and grey text.
When placing a colour logo onto acoloured/photographic background,colours must compliment each otherand above all else legibility is key.
The primary colour logo should be usedwhere possible. There is a greyscale versionfor use when colour printing is not available.There are also mono black and mono whitereversal logos. These allow the logo to workon both light and dark backgrounds.
Logo landscapeAll Centres The logo can be applied to coloured backgrounds from the approved colour palette later in this document.
The logo itself can be a solid colour from the same palette as well as using a mix of colour logo and grey text.
When placing a colour logo onto a coloured/photographic background, colours must compliment each other and above all else legibility is key.
The primary colour logo should be used where possible. There is a greyscale version for use when colour printing is not available.
There are also mono black and mono white reversal logos. These allow the logo to work on both light and dark backgrounds.
Colour
White on colour
Greyscale Mono Black Mono white
Leisure & Sports Centre
Leisure & Sports Centre
Leisure & Sports Centre
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Brooke ParkLeisure CentrePortrait logovariationsThe logo can be applied to colouredbackgrounds from the approved colourpalette later in this document.The logo itself can be a solid colour fromthe same palette as well as using a mix ofcolour logo and grey text.
When placing a colour logo onto acoloured/photographic background,colours must compliment each otherand above all else legibility is key.
The primary colour logo should be usedwhere possible. There is a greyscale versionfor use when colour printing is not available.There are also mono black and mono whitereversal logos. These allow the logo to workon both light and dark backgrounds.
Logo landscapeAll Centres The logo can be applied to coloured backgrounds from the approved colour palette later in this document.
The logo itself can be a solid colour from the same palette as well as using a mix of colour logo and grey text.
When placing a colour logo onto a coloured/photographic background, colours must compliment each other and above all else legibility is key.
The primary colour logo should be used where possible. There is a greyscale version for use when colour printing is not available.
There are also mono black and mono white reversal logos. These allow the logo to work on both light and dark backgrounds.
Colour
Leisure & Sports Centre
Leisure & Sports Centre
Leisure & Sports Centre
Greyscale Mono Black Mono white
White on colour
Leisure & Sports Centre
Leisure & Sports Centre
Leisure & Sports Centre
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Clearance areaThe Brooke Park Leisure Centrel logo should always be surrounded by a minimum area of space. The clearance area for the logo is based on the space between the first two languages as shown. This is to ensure that the logo is not encroached upon or interfered with by headlines, text or other visual elements.
The minimum size the logo can be used at for legibility reasons is shown here for both print and screen on both landscape and portrait orientations. There is no set maximum size.
Minimum size for
Landscape
35mm 160 pixels
Minimum size for
– –– –
Minimum size for
Portrait
35 mm
–
–
Minimum size for
160 pixels
–
–
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Prohibited logo usageAll elements of the The Brooke Park Leisure Centrel logo are fixed and should not be altered in any way. The logo must always be reproduced using the original digital master artwork and must not be modified in any way.
Here are some examples of things that you should NEVER do:
01. Stretch the logo02. Squash the logo03. Rotate the logo04. Make the icon larger05. Change alignment of the typography06. Place languages above the marque07. Place languages on the wrong side of the marque08. Change the scale of marque and typography09. Place the logo in a box10. Use drop shadow on the logo
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01.
04.
07.
10.
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05.
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03.
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Colour paletteThe Brooke Park Leisure Centre colour palette is made up of threeprimary colours, along with white and a range of other colours all with contrast tones.
Three primary colours
C 100 M 100 Y 32 K 32R 29 G 23 B 86275C
K 20
C 58 M 2 Y 0 K 0R 85 G 197 B 2332985C
K 20
C 39 M 100 Y 24 K 3R 161 G 28 B 114241U
K 20
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Colour paletteOur colour palette is made up of a primary corporate colour, along with a range of other colours all with contrast tones.
The palette contains muted, subtle tones as well as vibrant and energetic colours to convey energy and diversity.
The overall visual system is strong enough to bring consistency without relying on one primary corporate colour. The new identity allows the colour to change depending on the type of communication.
we recommend using uncoated paper when printing
Derry City and Strabane District Council Primary Corporate Colour
Secondary Colour
7461U
5493U
167U
5125U
4515U
381U
129U
1795U
539U
5463U
4625U
5185U
Black 4U
378U
1545U
Black 5U
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Essequi ssimuscimil inum iurehenimi sam quatiur ma tnttnm voluptaecto te aut lacest.
Gotham book lowercase for sub-headlines
derrystrabane.com
Gotham boldlowercase for headlines
Headlines – Gotham Bold, -40 kerning
Sub headlines – Gotham book, -40 kerning
Call to action – Gotham book, -25 kerning
Body copy – Gotham Book, -15 kerning
TypographyOur brand typeface is Gotham. This should be used throughout all of our communications.
Size hierarchy is important when setting type. In general, the headline message should always be the largest. The sub-headers should be slightly smaller and the body copy should always be the smallest type on the page. The minimum point size for Gotham body copy is 12pt.
Call to action should never be larger than a sub-heading.
LeadingAs a general rule the leading should be set the same as the text point size. For example if the text is ‘40pt’ the leading should also be ‘40pt’.
KerningWhen kerning Gotham headlines/sub headlines/call to action should be set at ‘-40’ and body copy set at ‘-15’.
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Graphic deviceA graphic device has been developed to help with layout and bring a degree of flexibility when working with images and photography.
The graphic device uses the ‘DS’ icon from the Derry City and Strabane District Council Brand. The graphic shapes are created by taking sections of this and playing with scale. These shapes can be used as graphic patterns or as a way of housing images or to create space for content.
Here is an example of how we have created various versions of the graphic device using a range of colours from the approved palette. Shadow can be added for some extra depth as shown.
01. Divide ‘DS’ icon and use two complimentary colours
02. Choose a section from each
03. Overlap these sections to create a unique layout that helps with you specific content
+
1.
1. Shapes from logo identity2. Crop elements to give unique shapes3. Bring shapes together to create spaces to contain information
2.
3.
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Graphic deviceHere are some examples of the graphic device in use. The examples show how the shapes can be used to house imagery and as flat graphic shapes.
PhotographyWe are proud of our people and feature them in our photography whenever possible. When choosing photography consider the following:
Do– Commission photography where possible– Look at things from an alternative angle– Include negative space where possible– Make it relevant to your message– Feature real people doing real things– Use stock images
Don’t– Use photography that looks staged– Try and say everything in one image
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logo applicationpartner/funderThe simple rule for using the Brooke Park Leisure Centre logo with Derry City and Strabane District Council logo, is that the centre logo should always take precidence over the main council logo.
The application of Brooke Park Leisure Centre brand with any co-brand partner logo should be aligned either horizontally or vertically.
There are three ways in which co-branding can work with the Brooke Park Leisure Centre brand.
01. Brooke Park Leisure Centre logo takes the lead over the Derry City and Strabane District Council logo or a co-brand. The co-brand/partner logo should support it.
02. Both logos take equal prominence and therefore are the same size.
03. Brooke Park Leisure Centre takes the lead. A range of partner logos should support it.
01. 02. 03.
D R A F T
Department of Management and Leadership Class of 2014 Prize EveningWe want to welcome back our past and present students from the class of 2014, to congratulate you all and celebrate your success. We hope you enjoy your evening.
BSc (Hons) Management and Leadership Development
Peak Discovery Leader of Tomorrow AwardGrafton Recruitment Project Prize
Shelley WilsonNazeeta Ahmed
BSc (Hons) Human Resource Management Bruce Cooper Memorial PrizeCapita Achievement Award
Sinead LoughranEimear McGoran
Open to all undergraduate students who achieve over 70% in their first year of studies
The Dean’s List Award Craig Faulkner, Adam Kennedy, Joanne Mallon, Andrew Neil, Shannon O’Neill, Shannon Stanfield
MSc Human Resource Management Labour Relations Agency Dissertation Prize
Sheelagh Kennedy
MBA The CBI PrizeThe James Leckey AwardMBA Association of IrelandAwardInstitute of Director’s Prize
Philip KeersPhilip KeersCara McAleer
Cara McAleer, Gareth McConomy, Helen McKeever, Patrick Holmes, David Law
MSc Management/SportsManagement
The Course Director’s PrizeUlster Sports Academy Ambassador Award
Simon TurnerStephanie Jameson
MSc Business Improvement Management Development Services PrizeTranslink Business Process Improvement Award
Andy Rebbeck
Aine McGreeghan
MSc Management and Corporate Governance
The Deloitte AwardFirst Trust Cup
Ciara CulletonGenevieve Keane
Awards
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Leisure BrandDesign examples
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Brooke ParkLeisure Centre
DesignExamples
Print Brochures should ideally feature photography on the front cover to draw attention.
The graphic device will help ensure that all titles and information have space to sit and are easily read.
A4, DL and A5 formats are recommended.
Sept—OctEvent
Event
Event
Event
AUTUMN 2015———
Brooke ParkLeisure Centre
www.derrystrabane.com
Nov — Janevent 1
event 1
event 1
event 1
WINTER2015/16
www.derrystrabane.com
Brooke ParkLeisure Centre
A4 DL A5
www.derrystrabane.com
WeekendClasseswww.derrystrabane.com
Brooke ParkLeisure Centre
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Derry City and Strabane District Council Leisure Brand - DRAFT
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Brooke ParkLeisure Centre
Outdoor advertisingFor outdoor advertising a single image is preferable. Use striking dynamic images to help draw attention. The image musthave a suitable amount of negative spacefor the copy to sit comfortably on.
Legibility is key, therefore headlines shouldbe short and to the point which will allowthem to be as large as possible.
Here is an example of 48-sheet advertisements using photography, colour and the graphic device.
Find us on Facebook
July & August is...£1 Summer!
Participating Centres: Brooke Park l City Baths l Foyle Arena l Templemore Sports Complex l Riversdale Leisure Centre l Melvin Sports Complex l Derg Valley Leisure Centre l
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Brooke ParkLeisure Centre
Exhibition and pop-up standsUsing a single full bleed image will givethe most impact on an exhibition stand.
Chosen photography must be suitable for the portrait format of the stand and must tie in with the message.
Legibility is still key, so try to keep the copyto a minimum and the headlines shortallowing them to be as large as possible.
These stands will also work well with just a solid background colour and the graphic device should no suitable imagery be available.
www.derrystrabane.com
WeekendClasseswww.derrystrabane.com
Brooke ParkLeisure Centre
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Brooke ParkLeisure Centre
Press AdvertsFor press adverts a single image is preferable multiple images may be required.
Use striking dynamic images to help draw attention. The image musthave a suitable amount of negative spacefor the copy to sit comfortably on.
Legibility is key, therefore headlines shouldbe short and to the point which will allowthem to be as large as possible.
Brooke ParkLeisure Centre
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Brooke ParkLeisure Centre
Exterior SignageIn some cases wayfinding signage or department marking signage may berequired. In these cases, please use these examples as a guide.
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Brooke ParkLeisure Centre
Interior SignageFrosted GlassThe monochrome logo can be used either frosted on glass or reversed outfrom frosted background.
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Brooke ParkLeisure Centre
Interior SignageWayfindingPlease use this example as a guide to producing wayfinding signage.
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Brooke ParkLeisure Centre
UniformsThe logo should always appear on the leftbreast of any clothing. No other brandingshould appear on the clothing.
All logos should be embroidered, transfersor badges are not recommended.
All clothing should be made available inthe appropriate colour fromthe approved palette.
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
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Brooke ParkLeisure Centre
UniformsThe logo should always appear on the leftbreast of any clothing. No other brandingshould appear on the clothing.
All logos should be embroidered, transfersor badges are not recommended.
All clothing should be made available inthe appropriate colour fromthe approved palette.
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
Brooke ParkLeisure Centre
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All Derry City and Strabane District Council logos and brands must never be altered or recreated without the prior permission of Derry City and Strabane District Council. The logo should only be reproduced from master artwork supplied specifically for this purpose by Derry City and Strabane District Council’s Marketing department. For permission to use the Derry City and Strabane District Council brands contact the Marketing department on:
Derry City & Strabane District CouncilMarketing and Communications98 Strand RoadDerryBT48 7NN
Telephone: (028) 7137 6575
Email: [email protected]
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