brand guidelines - visitscotland guidelines 2014 [2].pdf · 2014 brand guidelines homecoming...

of 22 /22
Brand Guidelines 2014

Author: lehuong

Post on 27-Mar-2018

213 views

Category:

Documents


1 download

Embed Size (px)

TRANSCRIPT

  • Brand Guidelines

    2014

  • 02 Introduction

    03-05 Homecoming Scotland Master Logos

    06 Promotional Logos

    07 Logo Exclusion Area and Minimum Size

    08 Logo Distortion Illustration

    09-10 Colour Specification (Print and Online)

    11-12 Namestyles

    13 Events and activity directly funded by Homecoming Scotland

    14 Partner Events

    15 Preferred application and positioning of Homecoming Scotland branding on printed material

    16-17 Use of Logo (Print and Online)

    18 Email Signatures

    19 Homecoming Scotland Umbrella Activity

    20-21 Typeface

    Contents2014

    Contents

    Brand Guidelines

    01

  • 2014

    Brand Guidelines

    Homecoming Scotland 2014 is an initiative being delivered by VisitScotland and EventScotland. 2014 sees a year in which Scotland will welcome the world. At the heart of the year will be a year-long event programme, celebrating the very best of Scottish food and drink, Scotlands active and natural resources as well as our creativity, culture and heritage.

    These brand guidelines have been developed to ensure that we have a consistent look and feel for the Homecoming Scotland brand and we protect the Homecoming Scotland trademark which has been registered under the Trademarks Act of 1994 of Great Britain and Northern Ireland.

    Guidelines are available for the following audiences:

    EventsandactivitydirectlyfundedbyHomecomingScotland2014PartnereventsandorganisationsLocalAuthoritiesScottishGovernmentScottishTourismrelatedbusinessesEventScotlandVisitScotlandTravelTradeMedia

    The mark can be used to brand Homecoming Scotland events, tours and communications. As the year of Homecoming approaches it is important to maintain consistency of communication, increase and maximise the reach of the message and the number and range of audiences we can communicate with.

    Weve developed digital artwork and these guidelines to assist you in incorporating the appropriate brand/mark on your communications without having to make any significant changes to your existing brand or incur any extra cost.

    The elements that form the logo should only be used as indicated and should not be changed, altered or distorted in any way. The logo is important to us, please do not attempt to re-draw, typeset or distort the Homecoming Scotland logo.

    For further clarification, advice and approval of the use of the Homecoming Scotland brand on your communications please contact Gillian Swan, Marketing Manager, Homecoming Scotland: [email protected] or 0131 472 2059. Please note that approval for use of the logo must be requested at least 2 weeks prior to your print deadline.

    Introduction

    02

  • 2014

    Brand Guidelines

    Homecoming Scotland Master Logo

    The Master logo should be used across all types of communication, where appropriate, including, interior and exterior signage, print collateral, online and print advertising.

    The logo has been designed to have balance and legibility; it is therefore imperative to follow the guidelines in this document as closely as possible.

    There are 2 formats of the Homecoming Scotland logo. Our preference would be for the use of the logo in the blue box, to maintain consistency, but we understand that this may not always fit with individual company brand guidelines or material.

    Our preferred logo can be downloaded from the Homecoming toolkit

    visitscotland.org/homecomingscotland2014-toolkit.aspx

    Should you require any other versions of the logo please contact: [email protected]

    The Homecoming Scotland logo is made up of 4 components:

    The Homecoming typeface, the saltire smile, the tab box which acts as the container for the Homecoming Scotland logo and the URL.

    The sizes of these components are fixed and must not be altered or tampered with.

    2014

    03

  • 2014

    Brand Guidelines

    Master Logo without URL

    If there is an occasion where you feel it is inappropriate to include the Homecoming Scotland URL, you may use the following logo. Should you require this version of the logo please contact:

    [email protected]

    2014

    04

  • 2014

    Brand Guidelines

    2014

    A mono version of the logo can be used when printing in black and white.

    Our preferred logo logo can be downloaded from the Homecoming toolkit

    visitscotland.org/homecomingscotland2014-toolkit.aspx

    Master Logos (Mono)

    HS2014_URL_Black.eps HS2014_noURL_Black.eps

    2014

    05

  • 2014

    Brand Guidelines

    2014

    When using the logo on promotional products i.e. pens, uniforms, notepads etc. please use the logo without the box.

    Please use the appropriate version according to the background colour on your promotional material. If you are unsure which version of the logo should be used please contact:

    [email protected]

    For advice and permission to use the Homecoming logo on merchandise please email:

    [email protected]

    Promotional Logos

    HS09_noURL_noBox_CMYK.eps HS09_noURL_noBox_Rev.eps

    2014

    06

  • 2014

    Brand Guidelines

    2014

    When positioning the logo in relation to other objects, please do not allow any other element to enter the logo exclusion area.

    The exclusion area is based on the height X of the URL box.

    The logo should not be smaller than 30mm.

    Logo Exclusion Area and Minimum Size

    X

    X

    X

    30 mm

    X

    2014

    Logo Exclusion Area Minimum Size

    07

  • 2014

    Brand Guidelines

    The logo must not be stretched or altered in any way.

    Logo Distortion Illustration

    2014

    Do not stretch the logo vertically

    2014

    Do not create alternate colour versions

    2014

    Do not stretch the logo horizontally

    2014

    Do not rotate the logo

    08

  • 2014

    Brand Guidelines

    2014

    When reproducing the logos for print, you can use the specified Pantone colours or CMYK equivalent colour.

    Colour Specification

    Pantone288

    Pantone Matching System (PMS)

    Pantone288 (20% tint)

    Pantone Matching System (PMS)

    100% Cyan 80% Magenta6% Yellow30% BlackProcess Colour (CMYK)

    20% Cyan 16% Magenta1% Yellow6% BlackProcess Colour (CMYK)

    09

  • 2014

    Brand Guidelines

    10

    2014

    When reproducing the logo digitally/electronically, you should always use the specified colour breakdown. Do not substitute the specified colours.

    For all on-screen usage, use the supplied RGB (Red, Green, Blue) version of the logo.

    Faithful and consistent representation of the specified colour breakdown cannot be ensured from one monitor to another.

    Online Colour Specification

    Red 0 Green 44Blue 119

    HTML 002C77

    Red 204 Green 213Blue 228

    HTML CCD5E4

  • 2014

    Brand Guidelines

    11

    Homecoming Scotland Namestyle

    It is important that within written copy, the namestyle Homecoming Scotland always appears in the correct format. Please note that the date should always appear in full.

    A capital H and S must be used, with all the other characters in lower case and a space between the two component words.

    Homecoming Scotland 2014

    HomecomingScotland 2014

    Homecomingscotland 2014

    homecoming Scotland 2014

    Homecoming Scotland 2014

    Homecomingscotland 2014

    homecoming Scotland 2014

    HOMECOMING SCOTLAND 2014

    HOMECOMINGSCOTLAND 2014

  • 2014

    Brand Guidelines

    12

    Homecoming Scotland Namestyle

    Ideally where possible and where appropriate we would prefer that the handwritten style of the Homecoming Scotland brand name is used in the copy of Homecoming Scotland related communications (leaflets, brochures, events guides etc). A JPEG of this file can be downloaded from:

    visitscotland.org/homecomingscotland2014-toolkit.aspx

    is an initiative being delivered by VisitScotland and EventScotland. 2014 sees a year in which Scotland will welcome the world. At the heart of the year will be a year-long event programme, celebrating the very best of Scottish food and drink, Scotlands active and natural resources as well as our creativity, culture and heritage.

  • 2014

    Brand Guidelines

    13

    Events and activity directly funded by Homecoming Scotland

    The official Homecoming Scotland logo may still be used where it forms part of the design of a leaflet. Events and Organisations directly funded by Homecoming Scotland 2014 should use the following logo when positioned alongside other funders. This logo can be downloaded from:

    visitscotland.org/homecomingscotland2014-toolkit.aspx

    2014

  • 2014

    Brand Guidelines

    14

    2014

    Partner Events

    The official Homecoming Scotland logo may still be used where it forms part of the design of a leaflet. If you are holding an event that is not receiving direct funding support from Homecoming Scotland or you are an organisation working in partnership with Homecoming Scotland you make like to use the following logo. Alternatively you can use the Homecoming Scotland Master logo. This logo can be downloaded from:

    visitscotland.org/homecomingscotland2014-toolkit.aspx

    Please refer to page 17 for an example of how this works in practice.

  • 2014

    Brand Guidelines

    15

    Preferred application and positioning of Homecoming Scotland branding on printed material

    Where possible, if your event has been funded by Homecoming Scotland, the Homecoming Scotland logo should appear on both the front and back covers of printed materials, including leaflets, brochures and events guides.

    Where the logo forms part of the design rather than part of a logo set of funding partners, please use the Homecoming Scotland master logo.

    Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland.Homecoming Scotland is a Scottish Government initiative

    managed by EventScotland in partnership with VisitScotland.

    Events Guide2014

    2014

  • 2014

    Brand Guidelines

    16

    Use of Logos on Print

    The Homecoming Scotland logo should appear where possible on all advertising.

    The minimum logo size is 30mm.

    Please refer to page 07.

    In July 2009 The Open Championship returns to Scotland, The Home of Golf and to the mighty Turnberry, universally renowned as one of golfs greatest challenges. So what better way to celebrate Scotlands year of Homecoming than to experience the drama and excitement that only The Open in The Home of Golf can deliver.

    With over 550 courses to choose from across Scotland youre never far from a course thats perfect for you. From hidden gems to legendary links youll always find somewhere you want to play at a time that suits. So why not visit Scotland in 2009 and join the celebrations in The Home of Golf. Well see you on the tee!

    For further information visit homecomingscotland2009.com

    2014

  • 2014

    Brand Guidelines

    17

    Use of Logo online

    To ensure maximum reach of the Homecoming Scotland message, we ask you to add the Homecoming Scotland logo to the home page of your website and if the website has a links page please link through to:

    homecomingscotland.com

    We would be delighted if you could also use the following supporting text in online communications:

    We are proud to be part of the celebrations for Homecoming Scotland 2014. Spread the word and join our celebrations!

  • 2014

    Brand Guidelines

    18

    Email signatures

    To assist in promoting Homecoming Scotland, we would be grateful if you could please add the following text to your email signature:

    Scotland welcomes the world in the Year of Homecoming Scotland 2014! The year-long programme of events will celebrate the very best of Scotlands food and drink, active and natural resources as well as our creativity, culture and ancestral heritage. Scotland will also play host to the Commonwealth Games and Ryder Cup in this exciting year. Keep in touch with plans as they develop. homecomingscotland.com

  • 2014

    Brand Guidelines

    19

    Homecoming Scotland umbrella activity: Partner logos

    When using the partner logos associated with Homecoming Scotland the layout and order of the logos should be as follows:

    Scottish Government EventScotland VisitScotland

    The following text should always accompany the partner logos:

    Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland.

    Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland.

  • 2014

    Brand Guidelines

    20

    The principal typeface is Avenir Roman. This font should be used in the creation of all literature.

    Light, Medium and Bold weights can be used for some additional highlighting and emphasis.

    For online usage, all in-line text must be specified as Arial.

    Typeface

    ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

    AaPrimary Font Avenir Roman

  • 2014

    Brand Guidelines

    21

    The secondary typeface is Helvetica.

    This font is to be used where possible when communicating Homecoming Scotland in Microsoft applications.

    Typeface

    ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

    AaSecondary Font Helvetica