London Bridge Revealed Guidelines

v.1.0Created 17.11.2014

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BRAND GUIDELINES

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London Bridge Revealed GuidelinesContents

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20.

Introduction

Place characteristics

The Logo

Abridged logo

- Colour

- Clear space area and application

- Scale and proportion

- Do’s and don’ts

Colour

Typefaces

Typography

Creating headlines

Colour and imagery

Photography do’s and don’ts

Bringing it all together

Contact

CONTENTS

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BRAND KEYSTONES

A place with aunique business,

cultural and historic heritage

A veryliveable place at the heart of London

A lively place toentertain and be

entertained

BRAND ESSENCE

A globally significant,historic and vibrant place

of modern commerce,enterprise and creativity.

London’s best connected

place for commerce and enterprise

An energetic place for pioneering

creative commerce and enterprise

SUPPORTINGBUILDING BLOCKS

London Bridge Revealed GuidelinesIntroduction

A GLOBALLY SIGNIFICANT, HISTORIC AND VIBRANT PLACE OF MODERN COMMERCE, ENTERPRISE AND CREATIVITY.These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.

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London Bridge Revealed GuidelinesPlace characteristics

These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.

PLACE CHARACTERISTICS

WELCOMING

LIVELYSTIMULATING

ENERGETICCREATIVE

VIBRANT

PIONEERINGSURPRISING

COMMUNITY

UNEXPECTED

EXTRAORDINARY

HISTORIC

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The London Bridge Revealed logo is made up of two overlapping panels with the option to add the word ‘Revealed’ underneath when appropriate.

This logo is to be used on all promotional and marketing materials for the official London Bridge area.

This logo should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).

London Bridge Revealed GuidelinesThe Logo

THE LOGO

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London Bridge Revealed GuidelinesAbridged logo

The abridged logo is used as the on business facing or non-marketing material. This logo should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).

ABRIDGED LOGO

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The generic colour of the London Bridge Revealed and London Bridge logos is green.

The London Bridge Revealed offer is divided into business and leisure. Business facing materials use the blue logos, the orange versions are used for all leisure and tourist-based communication.

These logos should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).

Core logo

Abridged logo

Single colour

London Bridge Revealed GuidelinesLogo colour

LOGO COLOUR

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x

x

x

The London Bridge Revealed and London Bridge logos should always be surrounded by a minimum area of clear space.

Please see the diagramme opposite which explains the formula for creating the clear space. This area should be free of all text and other elements to ensure that the logos remain clearly visible.

If the logos are placed over an image, ensure that the image is not too busy (see page 10 for further details).

Partner logos The London Bridge Revealed and London Bridge logos should always appear visibly equal insize when displayed alongside the logos of other organisations.

Please ensure all logo application is approved by Team London Bridge before publication - (see page 20 for further details).

London Bridge Revealed GuidelinesClear space area and application

CLEAR SPACE AREA AND APPLICATION

Clear sp

ace

Clear space

x

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Scale and proportion of the logo should be determined by the size and function of the materials being produced.

Size recommendations for some standard sized publications are shown opposite.

The recommended positioning is always the top left or right corners.

London Bridge Revealed GuidelinesScale, proportion and positioning

25mm (width)

Print (minimum size)

180px (width)

Digital (minimum size)

A6 — 30mm widthUsage — Flyer

A5 — 50mm width Usage — A5 brochure

A4 — 65mm width Usage — Poster

Positioning

SCALE, PROPORTION AND POSITIONING

YOUR MAP AND GUIDE

World-famous surprises and hidden legends

TLB 8288 - London Bridge Revealed Map and Guide - AW Revised.indd 6 24/09/2014 17:13

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When creating a document which contains both the Team London Bridge and the London Bridge Revealed identities; follow these guides.

London Bridge Revealed GuidelinesScale, proportion and positioning

COMMUNICATIONS PARTNERSHIPS

Version A: London Bridge Revealed is the lead identity

The following suggestions can improve hierarchy of the logos;

• The lead logo should use full colour and the secondary in single colour if possible

• Retain all positioning and clearance guidelines from page 9

• If the Team London Bridge and London Bridge Revealed logos are used together and London Bridge Revealed is the lead, then the Team London Bridge logo must appear on the bottom or on another page of the document to support it.

Version B: London Bridge Revealed and Team London Bridge identities are equal importance

The following suggestions can improve balance between the two logos;

• The two logos should be equal in size

• The logos should only appear once on a single sheet. This helps to maintain the integrity of the identity and ensures its strength is not diluted by duplication.

• Partnership logos (2 or more) should always be displayed along the bottom of a page if they have equal billing.

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PhotographyThe logo must not overlay a complex or busy photograph.

January Newsletter 2015

London Bridge Revealed GuidelinesLogo — Don’ts

When applying the London Bridge Revealed and London Bridge logos the rules opposite should be adhered to.

Logos should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for further details).

LOGO – DO’S AND DON’TS

PhotographyChoose neutral colours or areas of plain detail when placing the logo on a background.

Clear spaceThe logo must retain its clear space at all sizes.

DistortedThe logotype should never be manipulated, stretched, distorted or cropped.

AmendedThe wording should never be changed.

Rotation The logo should never be rotated or skewed.

YOUR MAP AND GUIDE

World-famous surprises and hidden legends

TLB 8288 - London Bridge Revealed Map and Guide - AW Revised.indd 6 24/09/2014 17:13

YOUR MAP AND GUIDE

World-famous surprises and hidden legends

TLB 8288 - London Bridge Revealed Map and Guide - AW Revised.indd 6 24/09/2014 17:13

YOUR MAP AND GUIDE

World-famous surprises and hidden legends

TLB 8288 - London Bridge Revealed Map and Guide - AW Revised.indd 6 24/09/2014 17:13

Positioning The logo should be placed top-left or right corners in all instances.

Positioning The logo must not be positioned centrally.

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London Bridge Revealed GuidelinesColour

The London Bridge Revealed identity is made up of three areas - generic, leisure and business. The green palette is used for all generic and over-arching marketing.

The orange is used for all leisure and tourism-related materials and the blue pallet is used for all business-related materials.

Avoid using large areas of colour for backgrounds.

COLOUR

Blue 1

Blue 2

Blue 3

Orange 1

Orange 2

Orange 3

Green 3

Green 2

Green 1

RGB 185/213/49

Hex b9d531

CMYK 32/0/100/0

PMS 396U / 396 C

RGB 128/193/65

Hex 80c141

CMYK 55/1/100/0

PMS 389U / 389C

Grey 1

RGB 65/65/65

Hex 414141

CMYK 0/0/0/90

PMS Black 6c/Black 6u

Grey 2

RGB 110/110/110

Hex 6e6e6e

CMYK 0/0/0/70

PMS 7546U / 7546C

Grey 4

RGB 230/230/230

Hex e6e6e6

CMYK 0/0/0/10

PMS 7541U / 7541C

RGB 5/142/208

Hex 058ed0

CMYK 85/30/0/0

PMS Pantone Blue

RGB 47/197/244

Hex 2fc5f4

CMYK 64/0/0/0

PMS 3115U / 3115C

RGB 60/193/204

Hex 3cc1cc

CMYK 65/0/22/0

PMS 319U / 319C

RGB 245/130/32

Hex f58220

CMYK 0/60/100/0

PMS 158U / 158C

RGB 242/97/34

Hex f26122

CMYK 0/77/100/0

PMS 1665U / 1665C

RGB 255/205/7

Hex ffcd07

CMYK 0/19/100/0

PMS 190U / 109C

Grey 3

RGB 179/179/179

Hex b3b3b3

CMYK 0/0/0/30

PMS 7544U / 7544C

Leisure relatedGeneral information Business related

RGB 14/129/64

Hex 0E8140

CMYK 87/24/100/13

PMS 340U / 340C

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Title

London Bridge Revealed GuidelinesTypefaces

The London Bridge Revealed identity uses Museo Sans in four weights - 900, 500, 300 and 100.

Museo 900 is used for titles and headings only - and always in caps.

Museo 500, 300 and 100 are used for body text, captions, credits and all other text.

Museo Sans can be purchased and/or downloaded as a web ready font here: typekit.com/fonts/museo-sans

When sharing a live document (such as Word) with someone without Museo Sans installed, use Arial bold. This is a close comparison and is a universal font that all computers have.

Headline and title typeface

Body copy, captions and credit typography

MUSEO SANS 900 ABCDEFGHIJKLM NOPQRSTUVWXYZ &0123456789* #@+<=>’”÷±%?£$€¥¢,.:;

TITLE

TITLE

Museo Sans 300 ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &0123456789* #@+<=>’”÷±%?£$€ƒ¥¢,.:;“

Museo Sans 500 ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &0123456789* #@+<=>’”÷±%?£$€¥¢,.:;“

All capitalsWhen using Museo Sans 900 for titles and headings, use all caps styling where possible.

HierarchyWhen using Museo Sans 900 and a lighter cut together. Ensure 900 is larger than the body copy or text that follows in order to create a clear hierarchy between the two.

Alternate typefaceWhen sharing a live document (such as Word) with someone without Museo Sans installed, use Arial bold. This is a close comparison and is a universal font that all computers have.

Lorem ipsum sit amet dolor

Lorem ipsum sit amet dolor

TYPEFACES

Museo Sans 100 ABCDEFGHIJKLMNO PQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz &0123456789* #@+<=>’”÷±%?£$€ƒ¥¢,.:;“

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London Bridge Revealed GuidelinesTypography

Typographic design should be applied using the following guidelines:

WeightMuseo Sans 900 should be used for all headlines and titles.

Museo Sans 500, 300 and 100 should be used for body copy, captions and credits.

All titles and headlines are always in block capitals.

StyleManipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadows must never be used.

All capitalsWhen using Museo Sans 900 for titles and headings, use all caps styling where possible.

SizingThe smallest size permitted is 6 point for Museo Sans 100-500 and 10pt for Museo Sans 900. This should only be for certain print uses such as credits. There is no upper size limit.

HierarchyPlease ensure titles and headlines are always set in a larger point size that the supporting body copy.

AlignmentText should always be ranged left.

SpacingIndividual letter spacing in titles and headlines should be manually tightened within reason.

ColourHeadlines can be set in the colour shown on page 11.

Body copy can be set in grey or white out when used on a solid area of colour.

TYPOGRAPHY

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London Bridge Revealed GuidelinesCreating headlines

CREATING HEADLINES

If a title sits near the identity it should be written out using the standard title formatting (see pages 12 and 13 for further details).

If the title doesn’t sit alongside the identity, it can replicate the logo by using a border line.

A border line can be created in any of the Adobe creative suite software packages by following the instructions listed opposite to createthe keylines.

2. Stack the linesUsing space symbols, nudge the lines left/right, until a zig-zag type stack appears. Avoid one side looking heavier than the other.

3. Draw the borderUsing solid rectangles, draw a box over each line. Using pathfinder tool, merge the boxes. Switch the fill to a stroke.

4. Add additional textOnce you have the stroke surrounding the typography, ensure the stroke does not overpower the type. Set the stroke to the settings below.

1. Type the headlineUsing Museo Sans 900 only, type your title using all capitals. Keep the message short and no more than three lines deep.

EXAMPLEOF A HEADLINE

EXAMPLE OF A TITLE

EXAMPLE OF A TITLE

Merge Align stroke to inside.

Make sure the stroke has a mitre join and a butt cap.

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London Bridge Revealed GuidelinesColour and imagery

COLOUR AND IMAGERY

The identity is made up of bold typography, areas of flat vibrant colour and distinctive imagery based upon a square grid to create montages.

The montages should feature one of the three identity colours (see page 11 for further details).

PROUD CULTURAL CONNECTED

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• Do not use ‘standard photography’ in the identity montages.

• Do not contain images clearly showing faces of the general public.

• Do not use image boxes that aren’t square or rectangular in shape.

London Bridge Revealed GuidelinesPhotography - Do’s and don’ts

PHOTOGRAPHY — DO’S AND DON’TS

When using photography, follow these guides to create the London Bridge Revealed style;

• Montages should contain a proportion of textural or abstract images based upon the subject matter.

• Montages can be created from a mixture of close up and distance shots.

• In order to align with the ‘revealed’ story, landmarks and well known vistas should be photographed or cropped in an intriguing and unusual way.

• Montages are based on a square grid. See pink indicator lines for example.

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Shown here are examples of best practice in the application of the identity across off and on-line materials.

See page 20 for details on where to get help and advice for the application of the identity.

London Bridge Revealed GuidelinesBringing it all together

YOUR MAP AND GUIDE

World-famous surprises and hidden legends

TLB 8288 - London Bridge Revealed Map and Guide - AW Revised.indd 6 24/09/2014 17:13

8. Andrew Logan at The Glasshouse London’s top galleries have exhibited his sculptures and A-list parties sparkle with his unusual jewellery. Now flamboyant artist Andrew Logan has a gallery and shop selling his eye-catching pieces on Melior Place. Andrew designs and makes earrings, brooches, bracelets, rings and cufflinks with coloured glass, semi-precious stones and found objects.

020 7407 6575 — andrewlogan.com

Insider’s tip: Andrew’s shop is a treat for anyone searching for a unique, quirky and humorous gift.

9. Anise Gallery Anise Gallery focuses on promoting art and architecture as a joint artistic discipline. Curated shows extend to practices associated to architecture such as illustration and photography.

020 3754 2374 — anisegallery.co.uk

Insider’s tip: Check the website for live demonstrations, workshops and talks.

10. City Hall One of London’s modern landmark buildings is City Hall – home to the Mayor of London and the Greater London Authority. The building was designed by Foster and Partners, one of Britain’s leading architectural practices, and has many nicknames – not all of them printable!

020 7983 4000 — london.gov.uk

Insider’s tip: The lower ground floor often has free exhibitions.

11. Design Museum Not just for design and architecture aficionados, the Museum’s changing exhibitions provide a fascinating look at how design affects our everyday lives. On selected weekends, the Design Museum holds creative workshops for children on topics ranging from designing houses to furniture and boats. Children under 12 free.

020 7940 8790 — designmuseum.org

Insider’s tip: For details of very special late nights visit the website.

Few areas of the capital can rival London Bridge for variety. If you need directions or further suggestions during your visit, look out for the Infobike service on the riverfront over the summer months.

12. Eames Fine Art Gallery Specialising in the work of established masters of Modern and contemporary art, the Eames Fine Art Gallery deals mainly in original works on paper .

020 7407 1025 — eamesfineart.com

Insider’s tip: Watch out for Open Studio events at their nearby art studio on Tanner Street.

13. Fashion and Textile Museum Founded by Zandra Rhodes, The Fashion and Textile Museum is a state-of-the-art education, exhibition and visitor centre for fashion, textiles and jewellery. Exhibitions provide vibrant retrospectives of contemporary styles and iconic apparel, while the cafe offers mouth-watering treats and snacks.

020 7407 8664 — ftmlondon.org

Insider’s tip: The FTM shop sells unique accessories and jewellery from up and coming designers.

14. Golden Hinde Who said learning things couldn’t be fun? Dressing up as pirates aboard this fully operational reconstruction of Sir Francis Drake’s galleon, children will revel in the atmosphere as the 16th Century is brought alive.

020 7403 0123 — goldenhinde.com

Insider’s tip: Check website for ‘sleepovers’ onboard.

15. HMS Belfast Explore HMS Belfast – Europe’s only surviving WWII big gun warship – but don’t tire yourself out, as there are nine decks in total! Bring a naval operation to life with simulated radars in the Operation Room and feel the heat of the battle in the Gun Turret Exhibitions. New cafe bar and shop on the riverside.

020 7940 6300 — iwm.org.uk

Insider’s tip: Children under 16 are free and holiday-time activities are provided for younger visitors.

16. The London Bridge Experience & Tombs As your engaging hosts guide you through bygone eras, regaling you with the history of London Bridge using actors and animation, don’t be lulled into a false sense of security... the London Tombs await below! This grisly tour offers special effects and a huge scare factor deep in the crypt below London Bridge itself.

08000 434 666 — thelondonbridgeexperience.com

Insider’s tip: Make sure you check out the fascinating Peter Jackson collection at the rear of the attraction.

17. London Glassblowing One of Europe’s leading glassblowing workshops, London Glassblowing is where renowned glass artist Peter Layton uses ancient skills to create his contemporary masterpieces, some of which can be purchased as a unique souvenir.

020 7403 2800 — londonglassblowing.co.uk

Insider’s tip: For bargains ask to see the ‘seconds’ – pieces that have been made by artists practicing for a particular commission.

1. Bermondsey Street and Square This vibrant corner of London is popular with trendsetters and locals alike. Cosy gastropubs rub shoulders with chic cafés and smart bars to provide a laid-back setting for all tastes, while stylish Bermondsey Square is one of the latest places to join London’s hip list.

2. Butlers Wharf Butlers Wharf used to be a busy quayside, with exotic goods and spices arriving from around the globe. Now, the historic warehouses have been tastefully converted to house four Conran restaurants and a number of high street names, many with stunning views across to Tower Bridge.

3. Hay’s Galleria If the weather turns bad then take shelter under the impressive barrel vaulted roof of Hay’s Galleria. Built in the 1850s, this fine example of an original wharf once took deliveries from all over the world. It now offers a great choice of family-friendly restaurants and cafés.

4. More London Stop awhile amid the gleaming state-of-the-art architecture and cutting edge business premises of More London for pizza, steak or dim sum with striking views across the Thames. Or simply grab a tasty bagel or sandwich with your coffee en route to your next destination.

5. London Bridge Quarter World renowned restaurants and the best views in London combine to make London Bridge Quarter a premier dining venue. The architectural masterworks of The Shard and The Place are set right beside London Bridge Station.

6. Tooley Street Running through the heart of the area, Tooley Street is peppered with independent bars, pubs and eateries. Enjoy a tipple in a traditional London boozer or take the more refined wine bar option. Gastronomes will find exquisite modern British cuisine alongside great value Thai and Chinese restaurant.

7. Borough Market Even if you miss market days (Wed – Sat), the abundance of cafes and restaurants located in and around the world-famous Market all stick to the best foodie principles. Stay for a gastronomic feast or pick up a picnic and head for the riverfront.

This fascinating neighbourhood used to be known as London’s Larder because of all the food that was shipped in and stored in the riverside warehouses. Today, a wide variety of culinary experiences caters to every palate and budget.

HAYS LA

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LEBRID

GE LAN

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ENGLISH GR

MORE LONDON PLACE

LOWER THAMES STREET

PETT

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LOWER THAMES STREET

BYWARD STREET TOWER HILL

TOW

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RIDG

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PROA

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TOW

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ST KATHARINE’S WAY

EAST SMITHFIELD

TOOLEY STREET

TOOLEY STREET

WEA

VER’

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POTT

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FDS

SNOWSFIELDS

GUY STREET

WES

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STRE

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GREA

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POND

NEWCOMEN STREET

CROS

BY R

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BORO

UGH

HIGH

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SOUTHWARK STREET

LONDON BRIDGE ST

RAILWAY APPROACH

DUKE ST HILL

TOOLEY ST

CLINK ST

LOND

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RIDG

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BEDALE ST

MELIOR ST

MAGDALEN STHOLYROOD ST

SHAN

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TOW

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RIDG

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BARN

HAM

STRE

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HORS

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LANE

SHAD THAMES

GAINSFORD STREET

SHAD THA MESLA

FONE

STR

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QUEEN ELIZABETH STREET

TOOLEY STREET

FAIR STREET

CURLEW ST

MAGUI

RE S

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St KatharineDocks

ST THOMAS STREET

CRUCIFIX LANESNOWSFIELDS

DRUID STREET

River Thames

Towerof London

Park

TrinitySquare

Gardens

St John’sChurchyard

Park

Guy Street Park

Queen’s Walk

London BridgeCity Pier

River Path

BERMONDSEY STREET

Kings CollegeLondon

Guy’sHospital

LondonBridge

CottonsCentre

Towerof London

Hilton Hotel

HMS Belfast

TheShard

TowerBridge

City Hall

Our Lady ofLa Salette

SouthwarkCathedral

All Hallowsby the Tower

St Magnusthe Martyr

FenchurchStreet

TowerHill

WCWC

WC

ATM

ATM

ATMATM

ATM

1

9

11

12

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17

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24

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28

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25

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15

31

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18

WC

ATM

Railway station

Underground station

Docklands LightRailway station

Cash machine

Public toilets

River bus

Church

Key

This historic city is ever changing, and nowhere is this more apparent than the London Bridge area. Under the glistening gaze of The Shard, Europe’s tallest building, the area stretches from London Bridge to just past Tower Bridge. It offers unusual sights and thrilling experiences alongside the world’s most famous waterway – the Thames.

Revealing London Bridge

This iconic area is one of London’s oldest neighbourhoods, boasting historical, maritime, culinary and sometimes macabre connections to events that have shaped the city’s history. You will find award-winning attractions, an array of exciting bars and restaurants and shopping with a twist – plus plenty of photo opportunities at global landmarks such as Tower Bridge and the Tower of London.

It’s the perfect place to explore on foot, while a host of things to do and see around Bankside and the South Bank is also just a short stroll away.

atlondonbridge.com or look for the InfoBike on the riverfront during summer months.

Riverside London App – events, eating and drinking

The innovative FREE what’s on guide for events, shopping, eating and drinking in London Bridge, Bankside, Vauxhall and the South Bank. This handy app features events from world-famous attractions along the Thames, from the London Eye to Tower Bridge. Available for iPhone and Android.

Visit riversidelondonapp.com or go to the App Store to download today.

Free

Architecture

Arts & Culture

Family

Must See

History

Scenic Views

Where to go

Andrew Logan at The Glasshouse 8

Anise Gallery 9

City Hall 10

Design Museum 11

The Eames Fine Art 12

Fashion & Textile Museum 13

Golden Hinde 14

HMS Belfast 15

Where to Eat & Drink

Bermondsey Street & Sq 1

Butlers Wharf 2

Hay’s Galleria 3

More London 4

London Bridge Quarter 5

Tooley Street 6

Borough Market 7

The London Bridge Experience & Tombs 16

London Glassblowing 17

MBNA Thames Clippers 18

The Old Operating Theatre Museum and Herb Garret 19

Potters Fields Park 20

The Scoop at More London 21

Shad Thames 22

Shortwave Cinema 23

Southwark Cathedral 24

Southwark Playhouse 25

Spa Terminus & Maltby St. Markets 26

Tower Bridge Exhibition 27

Tower of London 28

Underdog Gallery 29

Unicorn Theatre 30

The View from the Shard 31

Vitrine 32

White Cube Gallery 33

Read more atlondonbridge.com

RIVERSIDE LONDON

TLB 8288 - London Bridge Revealed Map and Guide - AW Revised.indd 7-12 24/09/2014 17:15

BRINGING IT ALL TOGETHER

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When focussing on specific areas, subject matters or people, images should be combined with a related texture or pattern.

Some examples are shown opposite.

See page 20 for details on where to get help and advice for the application of the identity.

London Bridge Revealed GuidelinesBringing it all together

BRINGING IT ALL TOGETHER

Building forthe future

Promotingbusiness

Past, presentand future

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London Bridge Revealed© 2014

atlondonbridge.com

For advice on the application of the identity please contact:

Ian FuggleCreative DirectorHudson FuggleT: 020 7407 3343E: Ian@hudsonfuggle.com

For advice on the application of the identity and for master artwork logos please contact: Don CampbellPlace Marketing ManagerTeam London BridgeT: 020 7407 4701E: Donald.Campbell@

teamlondonbridge.co.uk

CONTACT

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