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1 www.derrystrabane/leisure Leisure Brand Identity Guidelines Derry City and Strabane District Council Leisure - Brand Identity Guidelines Stage 2 Stage 2: Draft 1
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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

    2

    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

    5

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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

    01.

    04.

    07.

    10.

    02.

    05.

    08.

    03.

    06.

    09.

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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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    Vita et esectoribus pera quas res dolupta quosseq uosande voluptiatius doluptae maxim ut ra alibusae volenti orpogm erum laboribum eribusa rionem solora audam repellatium.

    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

    22

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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

    Derry City and Strabane District Council Leisure - Brand Identity GuidelinesStage 2

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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

    Derry City and Strabane District Council Leisure - Brand Identity GuidelinesStage 2

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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 Park

    Leisure Centre

    Brooke Park

    Leisure 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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