Guidelines for use of logo

v1.0 winter 2010

A brand is the sum of a product, a personality and a promise.The After Dark logo is the visual expression of who you are.

Think of After Dark’s logo as your signature. It is the way your initiatives activities will be recognised both locally and nationally.

In order to be successful in conveying the right message to the outside world, these guidelines have been created to help send the right messages, promote your activities in the correct light and accomplish this in a clear, concise and consistent way. They have also been conceived to work within the existing brand guidelines of Weymouth and Portland Borough Council.

These guidelines have been created to cover the large majority of applications and wherever possible they should to be applied to all communications produced in relation to The After Dark initiative.

On the odd occasion that an application has not been covered here (the branding of unusually shaped or sized media, for example) application sympathetic to these guidelines should be made.

PLEASE NOTE: Logos are available upon request in the required format. Weymouth and Portland Borough Council must approve all usage before been published.

Pioneers of old would use the constellations to guide them on their journey,

After Dark aims to lead the way to a brighter future for the area and its nighttime economy.

People are said to look to the stars for inspiration,

After Dark would shape a vision for what we can achieve.

We have chosen an icon that this area is famous for, and which also has a range of metaphors applicable to this project.

The deck chair represents a call for nighttime revellers to relax and have a more laid back approach to their partying. It also invites the people who would normally rush home from work, to stick around to see what the town has to offer.

The After Dark logo has been devised to be as flexible as possible as well as being sympathetic

the councils existing brand. This will allow you to be completely comfortable to

feature it in all your literature.

Logo Variants

ColourThis is the preferred version of the mark for use in colour communications.

Mono This is an alternative to the colour version of the mark to be used where colour

reproduction is not available.

Logo files are available in .jpg, .eps and .pdf formats in Spot Pantone, CMYK and RGB colour modes.

Preferably the After Dark logo should be placed on a white background. To accommodate circumstances where this is not possible, (when it is to be used over blocks of colour or photography /

illustrations, for example) The logo has been given its own white frame in which to sit, see below.

ColourThe After Dark logo is made up of two colours.

These should not be altered in any way

SizeWhere possible you should use one of the supplied vector files in your publications (.eps / .pdf ),

these files do not degrade in quality when made larger (the .jpg files supplied are limited to approx 20cm in height) The logo should never appear smaller than 1.5cm high in printed documents or 120px

in web / multimedia publications.

PANTONE 654

CMYK 100 / 067 / 000 / 038

RGB 000 / 061 / 121

PANTONE 542

CMYK 062 / 022 / 000 / 000

RGB 088 / 165 / 219

Minimum Size1.5cm (printed) 120px (screen)

Clear SpaceTo create maximum visual impact this logo needs a surrounding area of clear space in which no other

text or imagery may appear. The exclusion zone around this mark is proportional to the height of the text in the logo. Nothing must encroach on the rectangular area shown below. This is to ensure

maximum impact and to avoid overcrowding.

If the logo is not sitting on a white background, (when it is to be used over blocks of colour or photography / illustrations, for example) the exclusion zone should extend

from the edge of the integrated white frame.

Height of text

Incorrect useThis logo should not be used without consideration to these guidelines, as this may impair the brand.

The following are examples of incorrect use and should be avoided at all costs.

Proportions The logo must maintain its proportions and not be altered to fit in a smaller than appropriate space.

Proximity to images and text The logo must not be placed too close to images or text. There should always be the correct amount of

clear space around the logo.

Redrawing The logo files must not be tampered with.

Elements of the logo can not be re-sized, recoloured or moved in any way.

Created by Revolting Art & Design | www.wearerevoltingco.uk

Pioneers of old would use the constellations to guide them on their journey, After Dark aims to lead the way to a brighter future for the area and its night time economy. People are said to look to the stars for inspiration.