edi brand guidelines

7/29/2019 EDI Brand Guidelines

1/67

1

BRAND IDENTITY GUIDELINES FOR EDINBURGH CITY REGION BRAND

V01 20/05/05


2/67

2

A CITY THAT POSSESSES A BOLDNESSAND GRANDEUR OF SITUATION BEYONDANY THAT I HAVE EVER SEEN.

THOMAS PENNANT, A TOURIN SCOTLAND MDCCLXIX, 1769

THE CITY IS INSPIRING. ITS LIKE A FAIRY TALE.

YOU ALWAYS SEE SOMETHING DIFFERENT,LIKE WHEN THE FOG COMES ROLLING IN.

SPANISH STUDENT, EDINBURGH BRAND

RESEARCH 2004


3/67

1.ABOUT OUR BRAND

ABOUT OUR BRANDINTRODUCTIONTHE STORY OF OURBRAND

THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID

THE VIS UAL ID ENT IT Y

1


4/67

2

1.ABOUT OUR BRAND 2.BRAND ELEMENTS 3.APPLICATIONS

INTRODUCTION

INTRODUCTION

THE STORY OF OURBRAND

THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID

GETTING STARTED

The Edinburgh City Region Brand is a public private partnership.

The public sector partners are the City of Edinburgh Council,

Scottish Enterprise Edinburgh and Lothian and VisitScotland

Edinburgh Network Ofce.

We have developed these guidelines to help you use the Edinburgh

City Region Brand when creating and producing materials for your

own communications, initiatives and events.

Please explore them, use them and enjoy them. Youll see that thereare four main sections: About Our Brand, Brand Elements, Applications

and Resources. You can use the links at the top of your screen to take

you straight to what you want to know. Once youve clicked on a link,

a sub- menu will appear on the left. It will show you whats in each section.

If you have any questions along the way, please e- mail the Brand

Team at [email protected], or call 0131 529 4449.

4.RESOURCES


5/67

3


THE STORY OF OUR BRAND

INTRODUCTION


THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID


This brand began with the project team taking a good look at the

Edinburgh city region. As the city is the main economic driver of the

region, the brand is naturally focused on Edinburgh itself but reects

the strengths of the wider city region.

We studied all the objective research about Edinburgh and peoples

perceptions of the city region. This helped to conrm Edinburghs

strengths. It is a beautiful and highly liveable city. Its compact size

makes it easily accessible, and it is perceived to offer a great quality

of life to its residents. It has an extraordinary heritage in innovationand boasts one of the worlds leading and most inuential education

systems. And on top of all that, most people think its a safe place to

live, work and visit.

Its these perceptions of Edinburgh that we need to promote to worldwide

audiences, because our research has shown that internationally, the city

isnt so well known or understood. The further from Edinburgh you travel,

the chances of people having heard of Edinburgh, or even Scotland,

decrease. We want to convey a coherent message about the city to less

familiar audiences.

So, what could we to say that would get people from outside the city

to open their eyes to Edinburgh and shout about the obvious pride

that Edinburgh peope have for their city?

The answer we found is simply that it is an Inspiring Capital.

4.RESOURCES


6/67

4


THE BRAND ESSENCE

INTRODUCTION


THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID


The Edinburgh brand essence is Inspiring Capital.

This means that Edinburgh is a dramatic city bursting with ideas and life.

There is a drama and magical quality to the city for many people, and it is

a place that stimulates the senses and imagination. It is a city of contrasts

with a special atmosphere as a result. Its natural beauty and intellectual

tradition have been a springboard for invention and creativity. From

the Festivals to the telephone and from Dolly the sheep to Harry Potter

Edinburgh clearly inspires.

It is inspiration that is at the heart of the Edinburgh brand.

THE B RAN D PERS ONALIT Y

Underpinning this essence, is our brand personality: Edinburgh as a

world inuencer in science, education, the arts and business, whose

stunning physical beauty and magical atmosphere always inspires .

4.RESOURCES

IN JUST 50 YEARS EDINBURGH HAD MORE

IMPACT ON OUR IDEAS THAN ANY TOWN OF

ITS SIZE SINCE THE ATHENS OF SOCRATES.

JAMES BUCHAN, CAPITAL OF THE MIND, 2004


7/67

5


INTRODUCTION


THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID


THE BRAND VALUES

4.RESOURCES

Our research also established a set of values that are distinctively

Edinburgh, which reect past strengths and future ambitions.

Our values are a guide and while they apply to everything we do,

its not always relevant to apply each of them equally.

We hope you will use use them to challenge your behaviour and

make sure that youve considered each value in turn. The values

are an important part of delivering an Edinburgh experience.

The values are:

IN VENT IVE VISI ONARY Edinburgh excels in the arts, science,

business and education.

RI CH DIV ERS IT Y Edinburgh has a vibrant and cosmopolitan

culture with a great mix of people and skills all within a setting

of inspiring architecture and natural beauty.

STRIVING FOR EXCELLENCE Edinburgh and Scotland

share this work ethic, which drives the citys past successes

and future ambitions.

SI NCER E WARMTH Edinburgh people extend a helpful,

genuine welcome to all.

UND ERSTATED ELEGAN CE Edinburgh is not boastful

or arrogant about its achievements, but quietly condent

in everything it does.


8/67

6


THE BRAND PYRAMID

INTRODUCTION


THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID


INSPIRING CAPITAL ESSENCE

IMAGINATIVE VIBRANT DETERMINED AUTHENTIC CONFIDENT

INVENTIVE

VISIONARY

RICH

DIVERSITY

STRIVING FOR

EXCELLENCE

A WORLD INFLUENCER IN SCIENCE,

TEC HNO LOGY, E DUC ATIO N, THE ART S

AND BUSINESS, WHOSE STUNNING

PHYSICAL BEAUTY AND MAGICAL

ATMOSPHERE ALWAYS INSPIRES

SINCERE

WARMTH

UNDERSTATED

ELEGANCE

PERSONALITY

VALUES

TON E O F VO ICE

The brand story can be summarised in the brand pyramid.

This helps to bring all of the elements together in one

simple format.

We have also included a tone of voice, which we will

explore later in these guidelines.

4.RESOURCES


9/67

7


INTRODUCTION


THE BRAND ESSEN CE

THE BRAND VALUE S

THE BRAND PYRAMID


THE VISUAL IDENTITY

4.RESOURCES

The visual identity of the brand stems from the simple idea of inspiration

and inuence; how Edinburgh over the years has inspired many people,

from all walks of life, to do great things.

This has been captured not only through the phrase Inspiring Capital,

but also through the use of lines as a graphic device. The lines of inuence

create a sense of the energy and direction of the past, present and future

ambitions of the city. Residents also feel the lines gently echo some of the

distinctive physical characteristics of the city region from the dramatic

arches of the Forth Rail Bridge to the undulations of Arthurs Seat and thelines of the nations saltire.

The following pages will explain how you use and apply the Edinburgh

brand identity.


10/67

BRAND ELEMENTS

2.BRAND ELEMENTS

INTRODUCTION

LOGOTYPE

COLOUR PALETTE

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

8


11/67

9

INTRODUCTION


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

Having established and agreed Edinburghs positioning and values,

we now need to bring them to life with a visual and verbal identity.

The brand elements described in these guidelines express our positioning

in a rich, beautiful and inspiring way. The following pages explain more

about the brand elements and how to use them consistently across all

media and communications.


12/67

10

LOGOTYPE


The Edinburgh logotype is the most important element

of our visual identity. It is the visual embodiment of thebrand that people will instantly come to recognise and

associate with the Edinburgh city region.

The following pages outline a few simple rules about

our logotype. Please take your time to understand how

it is applied so that it will always appear in a clear and

consistent way.

INTRODUCTION

LOGOTYPEUSAGE

POSITIONINGBRAND COLOURS

USAGE ON NON-BRAND COLOURS

USAGE ON PHOTOGRAPHS

DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

The logotype has been specially created for us, so please

dont alter it in any way. It must always be reproducedfrom master artwork. Different artworks have been created

for different applications; these can be downloaded from

www.edinburghbrand.com.


13/67

11

LOGOTYPE - USAGE


INTRODUCTION

LOGOTYPEUSAGE




DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

ANOTHER

LOGO

ANOTHER

LOGO

ANOTHER

LOGO

ANOTHER

LOGO

EXCLUSION ZONE

Weve dened an exclusion zone that stops

other graphic elements interfering with the

Edinburgh logotype.

MINIMUM SIZE

The logotype should never

be too small to read. Weve

set a minimum size of 20mm.


14/67

LOGOTYPE - POSITIONING


Always follow the exclusion zone rule when positioning the

Edinburgh logotype around the edges of a page or when

you are combining it with other graphic elements.

INTRODUCTION

LOGOTYPEUSAGE




DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

"A CITY THAT POSSESSES A BOLDNESSAND GRANDEUR OF SITUATIONBEYOND ANY THAT I HAVE EVER SEEN".

THOMAS PENNANT

The logo does not have to live in corners or along edges

in every instance, but care must be taken to create well

balanced and considered compositions.

12


15/67

13

LOGOTYPE - BRAND COLOURS


INTRODUCTION

LOGOTYPEUSAGE




DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

To keep our brand fresh and exciting we

have created a palette of 10 colours. The

inspiration for these is explained in the

next section. The Edinburgh logotype

can be produced only from these colours

in both positive (colour on white) and

negative (white out of colour) forms.

Please select the most appropriate colour

for your communication and over time try

to use them equally so we dont become

associated with just one or two colours.

For full colour specications, and guidance on usage

see the COLOUR section. Always reproduce the

coloured logos from the master artwork. These can

be downloaded from www.edinburghbrand.com.


16/67

14

LOGOTYPE - USAGE ON NON-BRAND COLOURS


INTRODUCTION

LOGOTYPEUSAGE




DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

Please note that the transparency affects the lines

above the logotype. Remember to use the specied

exclusion zone to keep clear from other logotypes

or graphic elements.

PREDOMINANTLY DARK COLOURS

For visual prominence and legibility, we only use the

transparent white version of the logotype on dark

non-brand colours.

VERY LIGHT COLOURS

Very light non- brand colours allow the opportunity to use

the colours from our palette. Always try to choose a colour

that is sympathetic to the background non-brand colour.

Where possible use the logotype on Edinburgh brand

colours. For instances where this is not possible, we have

created special transparent logotype artworks for use on

non-brand colours.


17/67

15

LOGOTYPE - USAGE ON PHOTOGRAPHS


INTRODUCTION

LOGOTYPEUSAGE




DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

PREDOMINANTLY DARK

For visual prominence and legibility, we only use thetransparent white version of the logotype on dark images.

PREDOMINANTLY LIGHT

Lighter images allow the opportunity to use the coloursfrom our palette. Always try to choose a colour that is

sympathetic to those within the selected images.

We have created special transparent logotype artworks

for use on photographs. Please note that the transparency

affects the lines above the logotype.


18/67

16

SCOTTISH ART FESTIVAL

ANOTHER

LOGO

LOGOTYPE - DONTS


DONTS

As with any creative identity guidelines there will be elements that are

open to interpretation. The Edinburgh logotype operates around rules

of common sense. If you feel what you have done doesnt make sense,

or looks strange then it is probably wrong. To help we have highlighted

some things that should never be done to our logotype. We know you

wouldnt do anything like this anyway but here they are just in case!

INTRODUCTION

LOGOTYPEUSAGE




DONTS

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

1. The logotype is in the wrong colour. 2. Do not lock-up the logotype with

new typographic elements.

3. A white logotype has been

used on a light photograph.

4. A coloured logotype has been

used on a dark photograph.

5. The logotype has been stretched. .6. The logotype has been rotated. 7. The logotype has a graphic element

or logo within the exclusion zone.

8. The logotype has a graphic el ement

within the exclusion zone.


19/67

17

COLOUR

LOGOTYPE

COLOUR PALETTE

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE


INTRODUCTION

LOGOTYPE

COLOURPALETTE

USAGE

COLOUR - DONTS

COLOUR AND PHOTOGRAPHY

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

Our chosen colour palette was inspired by Edinburgh

and its surrounding areas. The colours reect not only

the culture and history of Edinburgh but also the vibrancy

and energy of modern life in the city region.

4.RESOURCES


20/67

18

COLOUR - PALETTE


INTRODUCTION

LOGOTYPE

COLOURPALETTE

USAGE


COLOUR - DONTS

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

WARM AND RICH

These colours reect history, richness of

culture and warmth.

LIVELY AND VIBRANT

These colours reect the vibrancy and

energy of Edinburgh life.

4.RESOURCES


21/67

19

1870

JOSEPH LISTER

InventedAntiseptic

1876

ALEXANDER BELLInventedtheTelephone

1997

ROSLIN INSTITUTE

Dolly thesheepcloned

2004

PARLIAMENTThenew building

is completed

HOW WECHANGED

THE WOR LDTOUR GUIDE MANUAL

RICHARD MURPHYRichard madehis namein theearly ninetiescreatingmodern houseextensionsinandaround Edinburgh,challengingtheexistingconservativeEdinburgharchitecturescene.

INSPIRING INFLUENCEARCHITECTURE

Discover moreusing G3 technologydeveloped in Edinburgh.

DISCOVERYOUR CITY

HOW WE

CHANGEDTHE WO RLDTOUR GUIDE MANUAL

1870

JOSEPH LISTER

InventedAntiseptic

1876

ALEXANDER BELL

InventedtheTelephone

1997

ROSLIN INSTITUTE

Dollythe sheepcloned

2004

PARLIAMENTThenew building

iscompleted

COLOUR - USAGE


INTRODUCTION

LOGOTYPE

COLOURPALETTE

USAGE

COLOUR - DONTS


TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

The identity can by applied by using any of the 10

approved colours. It can appear both as a solid full

bleed colour or reversed out of white as the examples

illustrate below.

4.RESOURCES

FULL BLEED BACKGROUND USAGE USING A WHITE BACKGROUND


22/67

20

COLOUR - DONTS

INTRODUCTION

LOGOTYPE

COLOURPALETTE

USAGE

COLOUR - DONTS


TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

Do not introduce new colours.

1.ABOUT OUR BRAND 2.BRAND ELEMENTS 3.APPLICATIONS 4.RESOURCES

I

i r i i rl i i

r i r i i

r E i r , ll i i i

r i E i r r i r .

LITE L TI

E i r ' r i r ri i

i ll , r

i i l r li

r i .

FE T I L F FL

T l i l r l

i i r i l l r i

i i l r i l r .

RICHARD MURPHY

Richard madehis namein the early ninetiescreatingmodern houseextensionsin and

around Edinburgh,challengingtheexisting

conservativeEdinburgharchitecturescene.


LITERARY LOCATIONS

Edinburgh's great history ofwriting

hasand continuestobe fuelled,createdand discussed in many legendary public

houses around thecity.

INSPIRING INFLUENCELITERATURE

FESTIVALOF FLORA

TheRoyal Botanical Garden ofScotland

is hostinga summer festival celebrationofnative Scottish plants and horticulture.

INSPIRING INFLUENCENATURE

Do not choose colours which clash with the Imagery.

Do not mix the colours within the logo.

INSPIRING INFLUENCE

FESTIVAL OF FLORA

The Royal Botanical Garden of Edinburgh is

hosting a summer festival of native Scottish

plants and horticulture.

INSPIRING INFLUENCENATURENATURE

FESTIVAL OF FLORA

The Royal Botanical Garden of Edinburgh is

hosting a summer festival of native Scottish

plants and horticulture.


23/67

21

RICHARD MURPHY

Richard made his name in the early nineties

creating modern house extensions in and

around Edinburgh,challenging the existing

conservative Edinburgh architecture scene.


LITERARY LOCATIONS

Edinburgh's great history of writing

has and continues to be fuelled,created

and discussed in many legendary public

houses around the city.

INSPIRING INFLUENCELITERATURE

FESTIVAL OF FLORA

The Royal Botanical Garden of Scotland

is hosting a summer festival celebration

of native Scottish plants and horticulture.


COLOUR - COLOUR AND PHOTOGRAPHY

INTRODUCTION

LOGOTYPE

COLOURPALETTE

USAGE

COLOUR - DONTS


TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICE

Photography is a key part of our identity and our use of

colour should always feel complimentary to the image.

To achieve this, choose the colour from our palette that is

closest to the dominant colour in the selected photograph.


COMPLIMENTARY COLOUR

FROM PALETTE


24/67

22

TYPOGRAPHY

Typography is a powerful tool in the development of a

creative identity. Using a typeface consistently makes it

recognisable. It pulls together communications and makes

them more distinctive. The style of type we use to bring

our communication to life sets the tone of our brand; clean,

modern and stylish.


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHYUSING THE TYPEFACE

USING THE TYPEFACE

LAYOUT AND GRID

LAYOUT AND GRID

DONTS

PHOTOGRAPHY

GRAPHIC DEVICESTONE OF V OICE

4.RESOURCES

MYRIADABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

The Edinburgh City Region brand uses Myriad Roman in all

uses; titles, headlines and body text. You must ensure you

own a legitimate copy and license of Myriad before using it.

For further information regarding purchase, and usage

of this font, contact: [email protected] or

Fontworks UK Ltd, +44 (0)20 7226 4411.


25/67

23

TYPOGRAPHY - USING THE TYPEFACE


INTRODUCTION

LOGOTYPE

COLOUR


USING THE TYPEFACE

LAYOUT AND GRID

LAYOUT AND GRID

DONTS

PHOTOGRAPHY


4.RESOURCES

TITLE S, HEADLINE S AND QUOT ES

Use UPPERCASE with tracking value of 50.

To create impact and recognition in titles,

headlines and quotes, a tint of 50% is used.

This is applied to the secondary line of

information and the colour is always the

same as that used on the spread. This effect

is used instead of bold and italic type. Never

use uppercase uniquely as body text.

"I LOVE THE COBBLESTONES. I JUSTTHIN K IT S A REALLY B EAUTI FUL C ITYTO WALKA ROUND IN AND GET L OST I N."SHIRLEY MANSON,SINGER

INSPIRING INFLUENCE

ARCHITECTURE

A CITY THAT POSSESSES A BOLDNESSAND GRANDEUR OF SITUATIONBEYOND ANY THAT I HAVE EVER SEEN

TH OMA S P ENN ANT

INSPIRING EVENTSFESTIVAL OF FLORAThe National Botanic Gardens of Scotlandare hosting a summer festival celebration

of native Scottish plants and horticulture.

"ALWAYS

FOR YOMIGHTJK ROWLING

TITLE LEADING GUI DE

Use the guide below to

determine leading for titles,

phrases, headlines and

quotes at sizes above 14 pt.

INSFES


26/67

24

TYPOGRAPHY - USING THE TYPEFACE


INTRODUCTION

LOGOTYPE

COLOUR


USING THE TYPEFACE

LAYOUT AND GRID

LAYOUT AND GRID

DONTS

PHOTOGRAPHY


4.RESOURCES

BODY TEXT

Use the automatic leading setting (approximately the

point size plus 2). To emphasize phrases, use 50% tint of

the colour or use UPPERCASE with tracking set to 50.

Do not use bold and italic versions of the font.

POWERPOINT FONT

Arial is used for all powerpoint presentations.

This ensures compatibility and cohesion across all

platforms and on computers that do not have the

Edinburgh brand font Myriad installed. Use the same

rules, guides, and specications as if using Myriad.

ARIAL

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

0123456789

EVENTS IN MARCH

Lorem quis adit velit praessi exercin hent

Duisi. Lor sim ip ea commy nibh exeros numvel ing CITY PARADE init nonummodo exer

aliquis nostie feui tincidunt irila fegiamquo

prorum publiam teresci essicit virmius et

quo visum iae consupp issiterferit L. Sp. Vali,

tabenihiciem inatuam. Maed Catrae inte fac

rei inaris EDINBURGH REGION quam publibul

comning lerfecondam inatam in viture que.

FESTIVAL OF LIGHTThe University of Edinburgh and the Scottish National

Gallery of Modern Art are bringing together Scotlands

top Scientists and Artists to explore the theme of light

at an interactive exhibition and week long festival.


27/67

25

TYPOGRAPHY - LAYOUT AND GRID


INTRODUCTION

LOGOTYPE

COLOUR


USING THE TYPEFACE

LAYOUT AND GRID

LAYOUT AND GRID

DONTS

PHOTOGRAPHY


4.RESOURCES

INSPIRING INFLUENCESCIENCE

2005 CITY OF LITERATURE

VISIT WWW.EDINBURGH.ORG.UK

L ITERATURE IN EDINBURGH

EVENTS IN MARCHLorem ipsum dolor sit amet,

consectetur adipisicingelit,sed

do eiusmod tempor incididunt

ut laboreet doloremagna

aliqua.

Ut enim ad minim veniam,quis

nostrud exercitation ullamco

laboris nisi ut aliquipex ea

commodo consequat.Duis aute

iruredolor in reprehenderit in

voluptatevelit essecillum dolore

eu fugiat nulla pariatur.

Excepteursintoccaecat

cupidatat non proident,suntin

culpa qui officia deserunt mollitanim id est laborum.





aliqua.Ut enim ad minim

veniam,quis nostrud exercitation

ullamco laboris nisi ut aliquipex

ea commodo consequat.

Duis auteiruredolor in

reprehenderitinvoluptatevelit

essecillum doloreeu fugiat nulla

pariatur.Excepteursintoccaecat


culpa qui officia deserunt mollit

anim id est laborum.

Lorem ipsum dolor sit amet,















EVENTS IN APRILExcepteursintoccaecat








aliqua.










culpa qui officia deserunt mollitanim id est laborum.

EVENTS IN MARCHLorem ipsum dolor sit amet,con

sectetur adipisicingelit,sed do

eiusmod tempor incididunt ut

laboreet doloremagna aliqua.











eacommodoconsequat.








EVENTS IN APRILExcepteur sint occaecat




"ALWAYS HAVE A VIVID IMAGINATION,

FOR YOU NEVER KNOW WHEN YOU

MIGHT NEED IT." JK ROWLING





aliqua.









cupidatatnonproident,sunt in









consecteturadipisicingelit,sed










pariatur.Excepteur sint occaecat




EVENTS IN APRILExcepteursintoccaecat








aliqua.











consecteturadipisicingelit,sed














EVENTS IN MARCH

Lorem ipsum dolor sit amet,consectetur adipisicingelit,sed dons eiusm

od tempor incididunt ut laboreet

doloremagna aliqua.

Ut enim ad minim veniam,quisnos

trudexercitation ullamco labo ris ni

si ut aliquipex ea commod oconsequat.Duis auteirure dolor in reprehe

nderit in voluptatevelit es secillum

doloreeu fugiat nulla.pariatur.

FESTIVAL OF LIGHT

The University of Edinburgh and the Scottish

National Gallery of Modern Art are bringing

together Scotland's top Scientists and Artists

to explore the theme of light at an interactive

exhibition and week long festival.

INSPIRING INFLUENCE



MIGHT NEED IT." JK ROWLING

E E T IL r i l r i ,

r i i i i l i,i r i i i

l r l rli .

i i i i , ir x r i i ll

l ri ii l i i x. i

ir r l r i r r ri il li ill l rf i l l ri r.

Ex r ii r i , i

l i f fi i r l lii i l r .



l r l rli . i i i

i , i r xr i ill l ri ii l i i x

.

L r i l r i ,r i i i i l i ,

i r i i il r l r

li . i i ii , i r x r i i

ll l ri ii l i i x.

i i r r l r ir r ri i l li

ill l r f i l lri r.Ex r i

i r i , il i ff i i r l lii i l r .

E E T I ILEx r i



r i i i i l i ,i r i i i

l r l rli .


l ri ii l i i x. i


Ex r ii r i , i

l i ff i i r l lii i l r .



l r l r l i .i i i i , i

r x r i i lll ri ii l i i x

.

L r i l r i ,r i i i i l i,

i r i i il r l r


ll l ri ii l i i x.


ill l r f i l lri r. Ex r i

i r i , il i f fi i r l lii i l r .

E E T I ILEx r i




l r l rli .


l ri ii l i i x. i


Ex r ii r i , i






.

L r i l r i ,r i i i i l i ,

i r i i il r l r


ll l ri ii l i i x.




Ii l i ,

i i i i li , i

i i i l lli . i i i i , i

i i ll l i i i

I Ii l i ,

i i i i li , i

i i i l lli . i i i

i , i i i ll



l r l rli .


l ri ii l i i x. i


Ex r ii r i , i






.

L r i l r i ,r i i i i l i,

i r i i il r l r

li . i i ii , i r x ri i

ll l ri ii l i i x.




Layouts should be clean and simple. To achieve this you

should avoid combining too many sizes of text. On portrait

A format layouts use a simple 4 column grid.

Grid template les (In Adobe InDesign and Quark formats)

can be downloaded from www.edinburghbrand.com.

2 5 I TY F L I TE T U E

LITE T E I E I

I T E E IT. J L I G t t

ut l r t l r m n

l i u .

U t nim m i ni m v ni m , ui

n t ru r i t t i n u ll m

l r i ni i ut l i u i

mm n u t. u i ut

u t l r t l r m n

l i u .U t nim m i ni mv n i m, u i n t r u r i t ti n

u ll m l r i ni i ut l i u i

mm n u t.

u i u t i r ur l r i n

l ll

l '

l l


28/67

26

TYPOGRAPHY - LAYOUT AND GRID


INTRODUCTION

LOGOTYPE

COLOUR


USING THE TYPEFACE

LAYOUT AND GRID

LAYOUT AND GRID

DONTS

PHOTOGRAPHY


4.RESOURCES

For DL formats use

a two column grid.

On landscape A format layouts use a 6 column

grid to keep our layouts clean and simple. Dont be

afraid to be bold with headlines and quotes as they

enhance the page layout.

2 5 I TY F L I TE T U E

E E T IL r m i u m l r i t m t ,

n t t u r i i i i n l it ,

i u m t m r i n i i u nt

ut l r t l r m n

l i u .

U t nim m i ni m v ni m , ui



mm n u t. u i u t

i ru r l r in r r h n r it i n

v l u t t v l i t i l lu m l r

u f u i t n u ll r i t u r.

E t ur int t

u i t t n n r i n t, u n ti n

u l u i f f i i r u nt m l l i t

n im i t l r um .




ut l r t l r m n

l i u .U t ni m m i ni m

v n i m, u i n t r u r i t ti n


mm n u t.

u i u t i r u r l r i n

r r h n r it in v l u t t v l i t

i l l um l r u fui t nul l

ri tu r. E t ur i nt t



n im i t l r um .

L r m i u m l r i t m t ,



ut l r t l r m n




mm n u t.



i l lu m l r u fu i t nu l l

ri tu r. E t ur int t

u i t t n n r i n t, u nt in


n im i t l r um .

E E T I ILE t ur int t



n im i t l r um .




u t l r t l r m n

l i u .

U t ni m m i ni m v ni m , ui



mm n u t. u i ut

i ru r l r in r r h n r it i n



E t ur int t


u l u i ff i i r u nt m l l i t

n im i t l r um .

E E T IL r m i u m l r it m t , n

t t u r i i i i n l i t,

i u m t m r in i i u nt ut

l r t l r m n l i u .







ut l r t l r m n




mm n u t.



i l l um l r u fui t nul l

ri tu r. E t ur i nt t



n im i t l r um .

E E T I ILE t u r i nt t



n im i t l r um .




u t l r t l r m n

l i u .




mm n u t. u i ut

i ru r l r in r r h n r it in



E t ur int t


u l u i ff i i r u n t m l l i t

n i m i t l r u m.




u t l r t l r m n

l i u .U t nim m i ni m


n t t ur i i i i n li t,


u t l r t l r m n

l i u .U t nim m i ni m

v n i m , u i n t ru r i t ti n


mm n u t.

u i u t i r ur l r i n



r i t ur . E t u r i nt t



n i m i t l r u m.

E E T I ILE t ur int t



n i m i t l r u m.

i ru r l r in r r h n r it in



E t ur int t




ri tur. E t ur in t t



n i m i t l r u m.

I

i l i ,

i i i i li , i

i i i ll li .

i i i i , i

i i l l l i ii li i

. i i l i

i i l li ill

l i ll . i .

l l

l l

INSPIRING INFLUENCEMUSICEVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,seddo eiusmod tempor incididuntut laboreet doloremagnaaliqua.

Ut enim ad minim veniam,quisnostrud exercitation ullamcolaboris nisi ut aliquipex eacommodo consequat.Duis aute

iruredolor in reprehenderit involuptatevelit essecillum doloreeu fugiat nulla pariatur.

Excepteur sint occaecatcupidatat non proident,suntinculpa qui officia deserunt mollitanim id est laborum.

EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,seddo eiusmod tempor incididuntut laboreet doloremagnaaliqua.Ut enim ad minimveniam,quis nostrud exercitationullamco laboris nisi ut aliquipexea commodo consequat.

Lorem ipsum dolor sit amet,consectetur adipisicingelit,seddo eiusmod tempor incididuntut laboreet doloremagnaaliqua.Ut enim ad minimveniam,quis nostrud exercitationullamco laboris nisi ut aliquipexea commodo consequat.

Duis auteiruredolor inreprehenderitinvoluptatevelit

essecillum doloreeu fugiat nullapariatur.Excepteur sint occaecatcupidatat non proident,suntinculpa qui officia deserunt mollitanim id est laborum.

EVENTS IN APRILExcepteur sint occaecatcupidatat non proident,suntinculpa qui officia deserunt mollitanim id est laborum.

EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,seddo eiusmod tempor incididuntut laboreet doloremagnaaliqua.




EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,sed doeiusmod tempor incididunt utlaboreet doloremagna aliqua.Ut enim ad minim veniam,quisnostrud exercitation ullamcolaboris nisi ut aliquipex eacommodo consequat.













INSPIRING INFLUENCE

THE ARTS

EVENTS IN MARCH

Lorem ipsum dolor sit amet,consectetur

adipisicingelit,sed do eiusmod temporincididunt ut laboreet doloremagna

aliqua.Ut enim ad minim veniam,quis

nostrud exercitation ullamco laboris nisi

ut aliquipex ea commodo consequat.Duis auteirure dolor in reprehenderit in

voluptatevelit essecillum doloreeu.

EVENTS IN APRIL

Lorem ipsum dolor sit amet,consecte

tur adipisicingelit,sed do eiusmodtempor incididunt ut laboreet dolore

magna aliqua.Ut enim ad minim ven

iam,quis nostrud exercitation ullamco

laboris nisi ut aliquipex ea commodoconsequat.Duis auteiruredolor in

reprehenderit in voluptatevelit esse.

INSPIRING INFLUENCEUSIC









Grid template les (In Adobe InDesign and Quark formats)

can be downloaded from www.edinburghbrand.com.


29/67

27

TYPOGRAPHY - DONTS


INTRODUCTION

LOGOTYPE

COLOUR


USING THE TYPEFACE

LAYOUT AND GRID

LAYOUT AND GRID

DONTS

PHOTOGRAPHY


4.RESOURCES

Do not use other fonts with

the Edinburgh brand font.

Do not use long (wide)

columns of type.

Do not clutter the layout

with too many elements.

Avoid combining too many

sizes of text.

Do not to use the bold or

italic versions of the font.

INSPIRING INFLUENCE

:SCIENCE

JK RO WLING

EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicing elit,sed do eiusmod tempor incididunt ut labore et doloremagna aliqua.

Ut enim ad minim veniam,quis nostrud exercitationullamco laboris nisi ut aliquip ex ea commodo consequat.Duis aute irure dolor in reprehenderit in voluptate velitesse cillum dolore eu fugiat nulla pariatur.

Excepteur sint occaecat cupidatat non proident,sunt inculpa qui officia deserunt mollit anim id est laborum.

EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicing elit,sed do eiusmod tempor incididunt ut labore et dolore

magna aliqua.Ut enim ad minim veniam,quis nostrudexercitation ullamco laboris nisi ut aliquip ex ea.

FESTIVAL OF LIGHT

The University of Edinburgh and the Scottish

National Gallery of Modern Art are bringing

together Scotland's top Scientists and Artists

to explore the theme of light at an interactive

exhibition and week long festival.





aliqua.

















reprehenderit in voluptatevelit




MIGHT NEED IT."

FESTIVAL OF LIGHTTheUniversity of Edinburghand theScottishNationalGallery of Modern Artare bringing together Scotland'stopScientistsand Artiststo explorethetheme of lightatan interactiveexhibitionand week long festival.

INSPIRING INFLUENCERCHITECTURE



nostrud exercitation ullamcolaboris nisi ut aliquipex eacommodo consequat.Duis auteiruredolor in reprehenderit involuptatevelit essecillum doloreeu fugiat nulla pariatur.


EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,seddo eiusmod tempor incididuntut laboreet doloremagnaaliqua.Ut enim ad minim

EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,sed doeiusmod tempor incididunt ut laboreet doloremagna aliqua.

Ut enim ad minim veniam,quis nostrud exercitation ullamco laborisnisi ut aliquipex ea commodo consequat.Duis auteiruredolor inreprehenderit in voluptatevelit essecillum doloreeu fugiat nullapariatur.

EVENTS IN MARCHLorem ipsum dolor sit amet,consectetur adipisicingelit,sed doeiusmod tempor incididunt ut laboreet doloremagna aliqua.

Ut enim ad minim veniam,quis nostr ud exercitation ullamco laborisnisi ut aliquipex ea commodo consequat.Duis auteiruredolor inreprehenderit in voluptatevelit essecillum doloreeu fugiat nullapariatur.

Lorem ipsum dolor sit amet,consectetur adipisicingelit,sed doeiusmod tempor incididunt ut laboreet doloremagna aliqua.

Ut enim ad minim veniam,quis nostrud exercitation ullamco laborisnisi ut aliquipex ea commodo consequat.Duis auteiruredolor inreprehenderit in voluptatevelit essecillum doloreeu fugiat nullapariatur.

Lorem ipsum dolor sit amet,consectetur adipisicingelit,sed doeiusmod tempor incididunt ut laboreet doloremagna aliqua.

Ut enim ad minim veniam,quis nostr ud exercitation ullamco laborisnisi ut aliquipex ea commodo consequat.Duis auteiruredolor inreprehenderit in voluptatevelit essecillum doloreeu fugiat nullapariatur.


Duis auteiruredolor inreprehenderitinvoluptatevelitessecillum doloreeu fugiat nullapariatur.Excepteur sint occaecatcupidatat non proident,suntinculpa qui officia deserunt mollitanim id est laborum.




nostrud exercitation ullamcolaboris nisi ut aliquipex eacommodo consequat.Duis auteiruredolor in reprehenderit involuptatevelit essecillum doloreeu fugiat nulla pariatur.

Excepteur sint occaecat


Duis auteiruredolor inreprehenderitinvoluptatevelitessecillum doloreeu fugiat nullapariatur.Excepteur sint occaecatcupidatat non proident,suntinculpa qui officia deserunt mollitanim id est laborum.


NEW ARCHITECTURE

"I ALWAYS LOOK TOWARDS NATUREFOR NEW IDEAS IN FORM ANDFUNCTION." JOHN SMITH


30/67

28

PHOTOGRAPHY


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHYICONIC

PEOPLE

DETAILABSTRACT

GRAPHIC DEVICES

TONE OF V OICE

INTRODUCTION

Photography is a key part of the Edinburgh brand.

Our images should be thought-provoking and inspiring.

They should demonstrate a knowledgeable perspective of

Edinburgh and the region, not just a tourists eye view. We

want to show a unique, unexpected and surprising angle

on Edinburgh. They should be warm with an element of

vibrancy, depicting natural actions and emotions of people

within them. Images should create a sense of place and

capture all aspects of Edinburgh from modern science

to ancient history. It is important to show the mysticalside of Edinburgh as well as a refreshing and modern side.

We have divided our photography library into 4 main

sections: ICONIC, DETAIL, ABSTRACT and PEOPLE.

Use the images that you feel are most relevant

to the message you are trying to communicate.

4.RESOURCES

PHOTOGRAPHIC CHECKLIST

1. Is the image dramatic and inspirational?

2. Does the image have a natural warmth?

3. Is the image thought-provoking, unique and refreshing?

4. Has photographic excellence been achieved? e.g. good

colour contrast, engaging subject matter, interesting

use of light and a strong composition?

5. Does the image feel balanced in colour? - e.g. not overly

bright or articial in colour?

6. Is the image clean and simple with a clear focal point?

i.e. not busy, cluttered and complicated?

7. Have you got the most impact from your image?

e.g. can you present it or crop it in a better way?

IMAGE LIBRARY

Images can be downloaded from the image library at

www.edinburghbrand.com.


31/67

29

PHOTOGRAPHY - ICONIC


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHYICONIC

PEOPLE

DETAILABSTRACT

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

Bold, classic or modern images of the city that help spark

our imagination and shed a new light on the familiar.


32/67

30

PHOTOGRAPHY - PEOPLE


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHYICONIC

PEOPLE

DETAILABSTRACT

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

Vibrant images of people that add life, warmth

and human colour.


33/67

31

PHOTOGRAPHY - DETAIL


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHYICONIC

PEOPLE

DETAILABSTRACT

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

Inspiring images of Edinburgh detail that look closely

and imaginatively at locations and objects.


34/67

32

PHOTOGRAPHY - ABSTRACT


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHYICONIC

PEOPLE

DETAILABSTRACT

GRAPHIC DEVICES

TONE OF V OICE

4.RESOURCES

Thought-provoking, atmospheric images

that add mood and character.


35/67

3333

GRAPHIC DEVICE


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICECROPPINGUSING THE LINES WITHCOLOURUSING THE LINES WITHPHOTOGRAPHY

DONTSDONTS

TONE OF V OICE

4.RESOURCES

THE LINES

The lines within our logotype can be used as a dynamic

graphic device. They can be used to dramatic effect to

support narratives, stories, facts and timelines.

The following pages illustrate how to use them correctly

to create impact and recognition in brand communications.


36/67

34

GRAPHIC DEVICE - CROPPING


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY


DONTSDONTS

TONE OF V OICE

4.RESOURCES

You can use the line along the top edge. You can use the lines on photographs.

Always bleed the ends of the lines off the page.

Here are some examples showing how the lines can be cropped successfully.

You can use the lines at 90 degree

angles.

You can use the lines at 45 degree

angles.

You can use the lines on photographs.


37/67

35

1870JOSEPH LISTERInventedAntiseptic

1876


1997ROSLIN INSTITUTEDolly thesheepcloned

2004PARLIAMENTThenew buildingis completed

HOW WECHANGED

THE WORL DTOUR GUIDE MANUAL

HOW WECHANGED

THE WORL DTOUR GUIDE MANUAL


1876


SCOTTISH PARLIAMENT

BOTANIC GARDENS ROYAL MILE

VICTORIA STREET


2004PARLIAMENTThenewbuildingis completed DISCOVER YOUR CITY

GET INSPIREDGET INSPIREDACHIEVING THE VISION

GRAPHIC DEVICE - USING THE LINES WITH COLOUR


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY


DONTSDONTS

TONE OF V OICE

4.RESOURCES

Using coloured lines to support facts

on a white background.Using the lines on a

coloured background.

The lines can be used as a device to

support narratives, stories, facts, quotes

and timelines. You must never touch the

lines with any other graphic elements or

the logotype.


38/67

36

GRAPHIC DEVICE - USING THE LINES WITH PHOTOGRAPHY


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY


DONTSDONTS

TONE OF V OICE

4.RESOURCES

Always use the special white transparent line artwork on dark photography.Using photographs with one main tone or colour will get the best result.

Select the most complimentary colour of lines from the ten brand colours forthe photography. Do not select a colour that clashes or ghts with the colour

or tone of the photograph. Do not select white lines on light photography.

PREDOMINANTLY DARK PREDOMINANTLY LIGHT


39/67

37

1J E LI TEI i i

1LE E ELL

I T l

1LI I TIT T E

ll l

4LI E T

T il ii l


1876ALEXANDER BELLInventedtheTelephone


2004

PARLIAMENTThenewbuildingiscompleted

GRAPHIC DEVICE - DONTS


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY


DONTSDONTS

TONE OF V OICE

4.RESOURCES

Never use the lines so close that they

become unrecognisable.

Never use one of the lines on its own. Never use the lines so small that they

conict with the logo.

Do not expose the ends of the lines.

The lines must always bleed off at the

edges of the page.

Never touch the lines with type

or any other graphic elements.

Never put the logo underneath

or within the lines.

Never use different colours of lines

and logotype together.

Never stretch the lines out of

proportion or use angles other than

90 or 45 degree increments.

Never repeat or overlap the lines.


40/67

38

GRAPHIC DEVICE - DONTS


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY


DONTSDONTS

TONE OF V OICE

4.RESOURCES

Never use coloured lines on dark photography. Do not use white lines on light photography.

Do not use lines on busy, complicated or mulitcoloured images. Never obliterate important focal points or features of a photograph with lines.

PREDOMINANTLY DARK PREDOMINANTLY LIGHT


41/67

39

TONE OF VOICE

EXCLUSION ZONEWeve dened an exclusion zone that

stops other elements interfering with the

prominence of the Epson logotype. The height

of the letter E is the tool you need to dene the

exclusion zone. You should observe this rule on

every application.

WHAT IS TONE OF VOICE?

Tone of voice means how we say what we say. The words we use send

signals about us they show our audience what we represent as a

brand and helps them to understand what we stand for. The way we

talk as a brand is as important as the way we look. This simple guide

will help you nd the right words for Edinburgh.

WHY IS IT IMPORTANT?

The words we use reect our personality, so the more consistently

we use them the more coherent our brand will be.

HOW WE USE WORDS

Our tone of voice stems directly from our positioning and our values they help guide us in what we write.

OUR VALUES - INVENTIVE VISIONARY, RICH DIVERSITY

OUR TONE OF VOICE STYLE IMAGINATIVE AND VIBRANT

We are a bright and imaginative city bursting with talent and

creativity. We should use words that reect this imagination. Bold

striking headlines that grab the imagination, question our assumptions

and challenge us to think differently. We use vibrant words that

capture peoples enthusiasm and capture the same impac t as

seeing the city for the rst time. Our headlines should be alive withexcitement we let our passion and enthusiasm shine though.

WE ARE NOT

Loud, brash and intimidating.


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES

TONE OF V OICELIVE - EXAMPLE

INVEST - EXAMPLE

VISIT - EXAMPLE

VISIT - EXAMPLE

4.RESOURCES

OUR VALUES STRIVING FOR EXCELLENCE, UNDERSTATED

ELEGANCE

OUR TONE OF VOICE STYLE DETERMINED AND CONFIDENT

We have a sense of self belief; we are direct and accurate in what we

say but we always display a sense of modesty. If we are talking about

an aim or goal we are direct, matter of fact and use correct statistics.

We dont need to use excessive exclamations or gushing descriptions.

WE ARE NOT

Arrogant, aloof and superuous.

OUR VALUE SINCERE WARMTH

OUR TONE OF VOICE STYLE AUTHENTIC

We are straightforward and authentic. We dont use complicated

jargon and abbreviations that no one understands. We give clear and

decisive directions with what we describe, we are respectful of others

we try not to assume.

We use simple and direct words, we try to write in a warm style that

is understood and appeals to all.

WE ARE NOTImpersonal, complicated and cold.


42/67

40

EDINBURGH TONE OF VOICE COMPARISONS LIVE

ORIGINAL TEXT:

AMENDED TEXT:

CHARACTERISTICS:

TONE OF VOICE






every application.


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES


INVEST - EXAMPLE

VISIT - EXAMPLE

VISIT - EXAMPLE

4.RESOURCES

TH E S ECON D BES T BUZ Z IN BR ITAI N

Theres a real buzz about Edinburgh and thats a fact. In a survey

commissioned by fashion chain DKNY, Scotlands capital came

second only to Cambridge in a top 10 of UK cities with buzz appeal.

BUZZ

The vibrant city of Edinburgh has outshone London, Manchester,

Glasgow and Birmingham to claim second place in a buzz appeal

survey of UK cities. Scotlands capital is seeking to topple Cambridgefrom top spot in the table which takes into account each citys

economy, culture and energy.

Bold headline

Explicit use of vibrant

Light allusions (outshone) are a metaphor for imagination

and complement sound allusions (buzz) adding richness

States a vision to be rst striving


43/67

41

EDINBURGH TONE OF VOICE COMPARISONS INVEST

ORIGINAL TEXT:

AMENDED TEXT:

CHARACTERISTICS:

TONE OF VOICE


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES


INVEST - EXAMPLE

VISIT - EXAMPLE

VISIT - EXAMPLE

4.RESOURCES

WOLFSON SETS SHINING EXAMPLE

It may have been only the second otation of any kind in Scotland

this year, but the recent and highly successful public launch of

Edinburgh-based Wolfson Microelectronics has given Scottish

entrepreneurs an inspirational example to follow. A soar in the

value of Wolfsons shares on its rst day of trading saw it catapult

into Scotlands top 20 companies valued in excess of 250m.

EDINBURGHS WOLFSON FLOAT AND SOARFrom a university- linked institute to Scotlands business elite,

Wolfson Microelectronics prodigious public launch is an inspiration

to entrepreneurs everywhere. Only the second otation of any kind

in Scotland this year, Wolfsons rst day of trading saw its value soar to

over 250m, placing it rmly in the countrys top 20 listed companies.

Bold, inspirational headline

Grabbing rst clause

Striving (sets out the meteoric rise of the company)


44/67

42

EDINBURGH TONE OF VOICE COMPARISONS VISIT

ORIGINAL TEXT:

AMENDED TEXT:

CHARACTERISTICS:

TONE OF VOICE


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES


INVEST - EXAMPLE

VISIT - EXAMPLE

VISIT - EXAMPLE

4.RESOURCES

As well as the worlds greatest arts festival in August, Edinburgh

also hosts several other notable events throughout the rest of the

year. One of these is the Hogmanay, which has grown to be one of

the worlds major winter events.

Two of the worlds best parties in one city. What are the chances?

Edinburgh heralds the new year in style with its legendary

Hogmanay and crowns the summer by serving up the greatest

arts festival on the planet.

A bold claim to open

A question to challenge and engage

Rich language (legendary, heralds, crowns)

Positions Edinburgh rmly on the world stage


45/67

43

EDINBURGH TONE OF VOICE COMPARISONS VISIT

ORIGINAL TEXT:

AMENDED TEXT:

CHARACTERISTICS:

TONE OF VOICE






every application.


INTRODUCTION

LOGOTYPE

COLOUR

TY POGRAPHY

PHOTOGRAPHY

GRAPHIC DEVICES


INVEST - EXAMPLE

VISIT - EXAMPLE

VISIT - EXAMPLE

4.RESOURCES

The Deloitte Hotel Benchmarking Survey is the largest independent

source of hotel performance data outside North America, surveying

6,500 hotels in 165 cities around the world. Indices are compiled of

the top 20 performing cities based on Occupancy and Yield. It is a

fantastic achievement that Edinburgh has appeared in both these

indices for the rst time. This clearly demonstrates that the city is

operating in a truly global league. In fact, Edinburgh is one of only

ve cities to feature in both rankings (the others are Dubai, Hong Kong,

Tokyo and London).

People are ocking to Edinburgh. The recent Deloitte Hotel

Benchmarking Survey looked at 6,500 hotels in 165 cities around the

world and placed Edinburgh in the top 20 for t wo of their key measures

of tourist activity. One of only ve destinations to score highly in both

measures, the survey places Scotlands capital in an elite band of truly

global cities alongside Dubai, Hong Kong, Tokyo and London. It is the

rst time Edinburgh has achieved this feat and a testimony to the allure

of the city.

Lead with Edinburgh, be bold, a statement intended to provokea reaction (the original rst sentence introduces a survey. This is

not grabbing)

Talk about why if possible. What are the attributes (e.g. allure)

that have contributed to the citys performance in these lists

Striving for excellence elite

Flocking, activity and band suggest people and vibrancy


46/67

APPLICATIONS

3.APPLICATIONS

INTRODUCTION

ALL ELEMENTS

ELEMENTS INPARTNERSHIP

LOGOTYPE ONLY

44


47/67

45

INTRODUCTION

1. ABOUT OUR BRAND 2. BRAND ELEMENTS 3.APPLICATIONS

The following section brings all of the identity elements together

to show the Edinburgh City Region Brand in application.

We would like as many people and organisations as possible to

use the identity elements of the Edinburgh City Region Brand.

Please use these example applications as a visual guide to help

you create your communications.

We have broken this section down to demonstrate the exibility of

the brand, exploring the use of all the elements, elements working

in partnership and logotype only.

INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY

4.RESOURCES


48/67


49/67

47

1. ABOUT OUR BRAND 2. BRAND ELEMENTS 3.APPLICATIONS 4.RESOURCES

ALL ELEMENTS

INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


50/67

48


ALL ELEMENTS

INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


51/67

49


ALL ELEMENTS

INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


52/67

50


ELEMENTS IN PARTNERSHIP

INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY

We want other organisations in the Edinburgh city regionto adopt the identity to enhance their communications.

However, the communication or initiative should be

relevant to Edinburgh.

We are happy for the elements to be used either in isolation

or combination.Sharing our identity elements gives other

companies and organisations the opportunity to produce

compelling and engaging communications and initiatives.

The brand acts as partner.


53/67

51



INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


54/67

52



INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


55/67

53



INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


56/67

54



INTRODUCTION

ALL ELEMENTS


LOGOTYPE ONLY


57/67

55



INTRODUCTIONALL ELEMENTS


LOGOTYPE ONLY


58/67

56





LOGOTYPE ONLY


59/67

57



INTRODUCTION

ALL ELEMENTS

ELEMENTS IN

PARTNERSHIP

LOGOTYPE ON LY


60/67

58


LOGOTYPE ONLY



LOGOTYPE ONLY

Using the logotype as an endorsement allows other companiesand organisations to use their own identities, but signal that they

are an active part of the Edinburgh city and region. The brand acts

as an endorsement.

The logo and identity should not be confused with other partners

identities or graphic elements, so the minimum exclusion zone

around our marque should always be applied.

ABOUT OUR BRAND 2 BRAND ELEMENTS 3 APPLICATIONS RESOURCES


61/67

59


LOGOTYPE ONLY



LOGOTYPE ONLY

Discover Scotland'sbeautiful capital city

1 ABOUT OUR BRAND 2 BRAND ELEMENTS 3 APPLICATIONS 4 RESOURCES


62/67

60


LOGOTYPE ONLY



LOGOTYPE ONLY



63/67

61


LOGOTYPE ONLY

INTRODUCTION

ALL ELEMENTS

ELEMENTS IN

PARTNERSHIP

LOGOTYPE ON LY

Featured city



64/67

62


LOGOTYPE ONLY



LOGOTYPE ONLY



65/67

63


LOGOTYPE ONLY



LOGOTYPE ONLY

4 RESOURCES


66/67

RESOURCES

4.RESOURCES

USEFUL INFORMATION

64



67/67

USEFUL INFORMATION

USEFUL INFORMATION Our website www.edinburghbrand.com also contains additionalresources and information that we think you will nd useful.

Please visit it for:

The Edinburgh brand photo library

Key contacts

Logotype artwork

Edinburgh links and information

For additional information please contact the brand ofce at

[email protected] or call 0131 529 4449.


edi brand guidelines

Documents