moj brand identity guidelines - whatdotheyknow

Identity GuidelinesJUNE 2007

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Our identity is sophisticated, clear and focused. The Ministry of Justice identity has been created to convey a strong, authoritative, professional image. Our use of colour, typography, photography and graphic shapes and patterns reflect both our heritage and modern approach to delivering justice.

IDENTITY GUIDELINES INTRODUCTION

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These guidelines set out to present the Ministry of Justice correctly. Visual representations of the Ministry of Justice make a strong impression and consistency is vital if we are to convey a strong authoritative image and build our reputation. If we want people to understand us, to recognise the value of our work and trust us to do a good job, we need to make our communications clear and effective.

We all need to follow the rules outlined in these guidelines to promote and protect our unique identity.

IDENTITY GUIDELINES INTRODUCTION


SECTION �: baSIC ELEMENTS �.0

Our logo 1.1

Placing the logo on different backgrounds 1.2

Exclusion zone and minimum size 1.3

The Welsh logo (Exclusion zone and minimum size) 1.4

The bilingual logo (Exclusion zone and minimum size) 1.5

The logo without the crest 1.6

Positioning the logo 1.7

Co-branding 1.8

Incorrect use of the logo 1.9

Colours 1.10

Primary typeface 1.11

Secondary typeface 1.11

Alternative typefaces 1.12

Hierarchy of text for one column grids 1.13

Hierarchy of text for two and five coloumn grids and for DL formats 1.14

Accessible design 1.15

Graphs and charts 1.16

Photography 1.17

Expressive type 1.18

Graphic patterns 1.19

Focal shapes 1.20

Patterns 1.21

SECTION 2: LITEraTUrE aND prINT 2.0

Our Range of Literature 2.1

Grids for producing publications 2.2

Stationery 2.19

Recruitment 2.20

SECTION 3: OThEr appLICaTIONS 3.0

PowerPoint® 3.1

Exhibition banners 3.2

Exhibition stands 3.3

Signage 3.4

File naming 3.5

IDENTITY GUIDELINES CONTENTS


http://intranet.justice.gsi.gov.uk/justice/working-in-moj/communications/downloads/brand-guide-literature-print.pdf

http://intranet.justice.gsi.gov.uk/justice/working-in-moj/communications/downloads/brand-guide-signage-presentations.pdf

Basic elements This section outlines the basic elements that make up our identity – our logo, our colours and our typography.

IDENTITY GUIDELINES SECTION 1

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OUr LOGO

Our logo is at the heart of our identity and is a valuable asset. We must therefore take care to use it correctly.

The Ministry of Justice logo consists of two key elements, our name and the crest. The two elements appear together in a fixed format.

Whenever possible present the logo in black and white as shown here. This will ensure all the details are as clear as possible.

Our preferred option is the landscape format. The stacked version of the logo should only be used where there is not enough width space available.

Artwork for the logo is available from the Communications team on 020 7210 0629 ext 2657/8834/8804. Using the approved artwork will help avoid incorrect usage.

The same rules apply for both the Welsh and bilingual logo.

Landscapeversion Stackedversion

Landscapeversion Stackedversion

baSIC ELEMENTS LOGOTYPE & CREST


pLaCING ThE LOGO ON DIffErENT baCkGrOUNDS

The Ministry of Justice logo should appear in black and white as widely as possible, as shown on the previous page. From time to time the logo may need to be placed on a different coloured background or over a photograph. When this happens make sure the contrast of the background is dark or light enough for the logo to stand out clearly.

The Ministry of Justice logo with crest should always appear in the top left hand corner of the page.

The same rules apply for both the Welsh and bilingual logo.

Logotypeandcrestusageonlightcolourbackground

Logotypeandcrestusageonlightphotographicbackground

Logotypeandcrestusageondarkphotographicbackground

Logotypeandcrestusageondarkcolourbackground



ExCLUSION zONEThe clear space around the logo is known as the exclusion zone. It makes sure the logo is prominent and can be seen clearly whenever it appears. The recommended exclusion zone is based on the distance between the bottom of the letter ‘f’ and ‘e’ as shown. No other elements should appear within this space.

MINIMUM SIzEWe want to make sure our logo is presented clearly and consistently. That’s why we have created a minimum size. The logo should never appear any smaller than 45mm in our preferred landscape format or 31mm in the stacked format.

In exceptional circumstances the logo may need to be used below the minimum size – such as name badges or merchandise. In these situations you should keep the logo as large as possible.

Landscapeversionexclusionzone Stackedversionexclusionzone

Landscapeversionminimumsize Stackedversionminimumsize


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Minimumsize45mm Minimumsize31mm


ThE WELSh LOGO

ExCLUSION zONEThe clear space around the logo is known as the exclusion zone. It makes sure the logo is prominent and can be seen clearly whenever it appears. The recommended exclusion zone is based on the distance between the bottom of the letter ‘h’ and ‘r’ as shown. No other elements should appear within this space.

MINIMUM SIzEWe want to make sure our logo is presented clearly and consistently. That’s why we have created a minimum size. The logo should never appear any smaller than 63mm in our preferred landscape format or 46mm in the stacked format.

Landscapeversionexclusionzone Stackedversionexclusionzone

Landscapeversionminimumsize Stackedversionminimumsize


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Minimumsize63mm Minimumsize46mm


ThE bILINGUaL LOGO

ExCLUSION zONEThe clear space around the logo is known as the exclusion zone. It makes sure the logo is prominent and can be seen clearly whenever it appears. The recommended exclusion zone is based on the distance between the bottom of the letter ‘h’ and ‘r’ as shown. No other elements should appear within this space.

MINIMUM SIzEWe want to make sure our logo is presented clearly and consistently. That’s why we have created a minimum size. The logo should never appear any smaller than 63mm in our preferred landscape format.

Landscapeversionexclusionzone

Landscapeversionminimumsize


x

x

xx

x

Minimumsize63mm


ThE SIMpLE vErSION

The Ministry of Justice logo is made up of two elements, our name and the crest. These two elements should appear together as widely as possible. The crest must always appear at the top of a page.

There are some occasions where it is acceptable to use the logo without the crest. These are: - where space is extremely limited - when the logo is used at the bottom of

the page.

ExCLUSION zONEThe clear space around the logo is known as the exclusion zone. It makes sure the logo is prominent and can be seen clearly whenever it appears. The recommended exclusion zone is based on the distance between the bottom of the letter ‘h’ and ‘r’ or ‘f’ and ‘e’ as shown. No other elements should appear within this space.

MINIMUM SIzEWe want to make sure our logo is presented clearly and consistently. That’s why we have created a minimum size. The logo without the crest should never appear any smaller than 30mm for the English version and 45mm for the Welsh.

Logotypewithoutcrestexclusionzone(English)

Logotypewithoutcrestminimumsize(English)

Logotypewithoutcrestexclusionzone(Welsh)

Logotypewithoutcrestminimumsize(Welsh)


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Minimumsize30mm

Minimumsize45mm


pOSITIONING ThE LOGO

The recommended position for the Ministry of Justice logo is always in the top left hand corner as shown here. Always make sure there is a clear exclusion zone around the logo.



Co-branding is when the Ministry of Justice logo appears alongside another logo. There are two approved options for co-branding dependent on the nature of the partnership.

EqUaL STaTUS parTNErShIpS

When both partners have equal status both logos should appear at the top of the page with the Ministry of Justice logo in the top left hand corner.

MINISTrY Of jUSTICE LED parTNErShIpS

The Ministry of Justice logo should appear in the top left hand corner when we are leading a partnership, with the logo of the partner organisation in the bottom left hand corner.

The Communications team at Selborne House can provide advice and guidance on co-branding and sub-branding and can be contacted on 020 7210 0629 ext 2657/8834/8804.

baSIC ELEMENTS CO-BRANDING

Logo

Logo

Equalstatuspartnerships MinistryofJusticeledpartnerships


INCOrrECT USE Of ThE LOGO

Incorrect use of the logo undermines our status and authority. Illustrated on this page are a few common mistakes that should be avoided.

The logo must never:• appear in a box• be distorted or altered • be shown at an angle• have information added• be trimmed, cropped or bled off the

edge of the page.

Artwork for the logo is available. Using the approved artwork will help avoid incorrect usage. YOUTH JUSTICE

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Black and white (our corporate colours) make up the vast majority of our visual communications and will reflect the Ministry of Justice as a strong authoritative organisation.

All other accent colours should be used sparingly alongside black and white. The limited use of the other colours will help us to convey a fresh, modern and dynamic organisation. The colours cover a full spectrum of colour, to provide flexibility.

Colours can be used in percentage tints (10%, 20%, 40%, 60%, 80%) for tables, charts and forms.

No other colours are permitted. Consider accessibility and avoid using lighter colours for type.

Examples of how the colours work together can be found in the literature and print section of these guidelines.

PANTONE® is a registered trade mark of Pantone inc. The references shown are from the Euro Coated system.

paNTONE® process black C:00M:00Y:00K:100 R:00G:00B:00 HEX000000

paNTONE® ��0� C:68M:35Y:17K:49 R:68G:105B:125 HEX44697D

paNTONE® ��2� C:45M:16Y:09K:26 R:125G:154B:170 HEX7D9AAA

paNTONE® �� C:21M:05Y:04K:08 R:185G:201B:208 HEXB9C9D0

PANTONE®3298 C:99M:11Y:76K:39 R:0G:109B:85 HEX006D55

paNTONE® 3�� C:80M:00Y:98K:00 R:52G:178B:51 HEX34B233

paNTONE® 3�� C:56M:01Y:100K:22 R:115G:150B:0 HEX739600

paNTONE® 3�2 C:34M:00Y:100K:00 R:190G:214B:0 HEXBED600

paNTONE® 2�� C:100M:70Y:08K:54 R:0G:47B:95 HEX002F5F

paNTONE® 30� C:100M:19Y:08K:50 R:0G:91B:130 HEX005B82

paNTONE® 32� C:100M:03Y:34K:12 R:0G:139B:149 HEX008B95

paNTONE® 2�� C:90M:48Y:00K:00 R:0G:115B:207 HEX0073CF

paNTONE® 2�2 C:58M:92Y:12K:56 R:83G:40B:79 HEX53284F

paNTONE® 202 C:10M:100Y:61K:50 R:130G:36B:51 HEX822433

paNTONE® 2�2 C:59M:11Y:00K:00 R:99G:177B:229 HEX63B1E5

paNTONE® 3�3 C:41M:00Y:34K:00 R:126G:223B:166 HEX7EDFA6

paNTONE® �� C:00M:96Y:90K:02 R:205G:32B:44 HEXCD202C

paNTONE® 20� C:05M:100Y:45K:22 R:167G:2B:64 HEXA70240

paNTONE® 2�3 C:00M:92Y:18K:00 R:226G:23B:118 HEXE21776

paNTONE® 02� C:00M:71Y:100K:00 R:255G:88B:0 HEXFF5800

paNTONE® �3� C:00M:46Y:100K:00 R:255G:161B:0 HEXFFA100

paNTONE® �� C:00M:14Y:100K:00 R:254G:203B:0 HEXFECB00

paNTONE® �0� C:00M:10Y:100K:00 R:254G:209B:0 HEXFED100

paNTONE® 2�2� C:85M:21Y:00K:00 R:0G:152B:219 HEX0098DB

CMYk black C:60M:00Y:00K:100 R:00G:00B:00 HEX000000

baSIC ELEMENTS COLOUR REFERENCE

White C:00M:00Y:00K:00 R:255G:255B:255 HEXFFFFFF

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TYpEfaCES

Together our typefaces reflect the importance of our heritage and our focus on the future.

prIMarY TYpEfaCE

Our primary typeface is Bliss.

Bliss has been chosen because it is modern and accessible. It should be used for body copy and headings of all Ministry of Justice communications.

SECONDarY TYpEfaCE

Our secondary typeface is Perpetua Regular.

Perpetua has been chosen because it is traditional and provides a contrast to our primary typeface (Bliss). Perpetua can be used for titles, quotes or sections of expressive type. Using Perpetua in this way adds a unique character to our communications.

bliss boldabCDEfGhIjkLMNOpqrSTUvWxYz abcdefghijklmnopqrstuvwxyz 0�23��

Bliss LightABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bliss Medium ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Perpetua RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bliss Light ItalicABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Bliss MediumABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

baSIC ELEMENTS TYPOGRAPHY


aLTErNaTIvE TYpEfaCES

MICrOSOfT appLICaTIONS aND STaTIONErY If Bliss is not available on your computer it is acceptable to use Arial. This applies to templates, letters and faxes.

ONLINE Verdana, Arial and sans serif are the default fonts that should be used for all online applications.

Arial RegularABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789



hIErarChY Of TExT fOr ONE COLUMN GrIDS

Always assess the information you are working on and establish a clear and logical hierarchy of text. Here are examples of how emphasis is attributed through the use of contrasting weight and size. The number of variations used within a document should be kept to a minimum where possible.

Note that all text is aligned to the left. This is our preferred alignment and must be used, unless it is thought to be impractical on items such as merchandise and when centred text is more appropriate.

Perpetua style 1PerpetuaRegular17.5pton19.5ptleading

Perpetua style 2PerpetuaRegular28pton30ptleading


Section Heading styleBlissLight17pton19.5ptleading

Standfirst styleBlissBold12pton14ptleading

Paragraph Heading StyleBlissMedium12pton14ptleading

Body Copy styleBlissLight12pton14ptleading

Publication or dossier name styleBlissMediumItalic12pton14ptleading

Authors name styleBlissLightItalic12pton14ptleading

Caption style 1BlissMedium9pton11ptleading

Caption style 2BlissLight9pton11ptleading

Caption style 3BlissLightItalic9pton11ptleading

Pull out level 2 MediumBlissMedium27pton30ptleading

Pull out Level 2 LightBlissLight27pton30ptleading

Pull out Level 1 MediumBlissMedium21pton26ptleading




hIErarChY Of TExT fOr TWO aND fIvE COLUMN GrIDS aND fOr DL fOrMaTS

Always assess the information you are working on and establish a clear and logical hierarchy of text. Here are examples of how emphasis is attributed through the use of contrasting weight and size. The number of variations used within a document should be kept to a minimum where possible.

Note that all text is aligned to the left. This is our preferred alignment and must be used, unless it is thought to be impractical on items such as merchandise and when centred text is more appropriate.

Perpetua style 1PerpetuaRegular17.5pton19.5ptleading



Section Heading styleBlissLight17pton19.5ptleading

Standfirst styleBlissBold11.5pton13.5ptleading

Paragraph Heading StyleBlissMedium11.5pton13.5ptleading

Body Copy styleBlissLight11.5pton13.5ptleading

Publication or dossier name styleBlissMediumItalic11.5pton13.5ptleading

Authors name styleBlissLightItalic11.5pton13.5ptleading

Caption style 1BlissMedium9pton11ptleading

Caption style 2BlissLight9pton11ptleading

Caption style 3BlissLightItalic9pton11ptleading

Pull out level 2 MediumBlissMedium27pton30ptleading


Pull out Level 1 MediumBlissMedium21pton26ptleading




aCCESSIbLE DESIGN

This page describes how we can make sure our communications are clear and accessible.

An inclusive approach to design is practical and easy to achieve. Accessibility does not only affect people with disabilities. It will benefit everyone. A clear print document will reach a wider audience. Keep the following advice in mind when setting type.

TYpE SIzEThe point size of the type is a fundamental factor in legibility. We recommend a type size between 11.5 and 14 point. The larger the minimum type size, the more people you will reach.

TYpE STYLESBlocks of capital letters, underlined or italic text are all harder to read.A word or two in capitals is fine but avoid the use of capitals for long sections of type. Underlining body copy should always be avoided and an alternative method of emphasis used. We use dotted lines sparingly to underline expressive type.

TYpE WEIGhTAvoid light type weights as they are harder to read.

WOrD SpaCING aND aLIGNMENTKeep to the same amount of space between each word. Do not condense or stretch lines of type. We recommend aligning text to the left margin. This will make it easier for the reader to navigate the document and keeps the spaces equal between each word. Avoid justified text as the uneven spacing will make the document difficult to read.

rEvErSING TYpEMake sure the background colour is dark enough to provide sufficient contrast when reversing text out in white.

SETTING TExTAvoid fitting text around images if this means the lines of text start in different places. Avoid setting body copy over background images, textures or patterns, as this will affect the legibility.

NavIGaTIONaL aIDSIt is helpful if recurring features, such as headings and page numbers, are in the same place. Leave a space between paragraphs as dividing up the text will make the document easier to read.

baSIC ELEMENTS HOW TYPE IS USED


GraphS aND CharTS

The page shows how we use our identity to present graphs and charts.

Tints of our accent colours can be used to highlight information as shown. Type should appear in black on light colours and reversed (in white) out of dark colours.

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2000/01

2002/03

2003/04

2005/06

2007/08

2009/10

2012/13

2014/15

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StrategicThinkingAnalysisScenarioPlanningComms

SystemReformPrinciplesandWorkshopsLeversUser-focusPartnershipWorking

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DatamanagementandinterpretationPPMEnabling,supportingChallengingRelationshipmanagement

Strategic leadership role

SettingOutcomes SystemDesign Implementation PerformanceManagement

BusinessPlanning+CorporatePerformance

Strategic leadership role

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baSIC ELEMENTS GRAPHS AND CHARTS


phOTOGraphY

The Ministry of Justice needs to communicate with people in different ways depending on the audience and purpose of the communication. For this reason we have three approved styles of photography.

STYLE �: pOrTraITUrE This style of photography has been selected to convey the professionalism of our staff, their confidence and commitment. Make sure there is clear space around the person in the photo. The person can be photographed in black and white on a white background, or in colour on a black background. Try to avoid photographing the person in the photo straight on; interesting angles will make our materials much more striking.

STYLE 2: rEaL pEOpLE, rEaL LIvES This style of photography shows real people and situations, a snapshot of real life moments. This style of photography should be used in full colour as a complete image or cropped on a black background. Try to ensure the photography you use complements any of the accent colours used on the same page.

STYLE 3: This style of photography shows internal and external environments. We contrast traditional and modern environments to convey both our heritage and modern outlook. The use of this type of photography is intended to demonstrate the concept of heritage and modernity rather than illustrate specific locations.

STYLE �: portraiture - Sophisticated/Committed/Confident

STYLE 2 : real people/ real situations/real issues

STYLE 3 : Tradition/Modernity/Established

baSIC ELEMENTSPHOTOGRAPHY


STYLE �: Single words colour on black

STYLE 2: quotation on black

“ The Ministry of Justice will take the leading role in delivering a fairer, more effective, speedy and efficient justice system.”

quotation colour on white

ExprESSIvE TYpE

Typography plays a central role in our identity. We have established a way of using typography to add character to our communications when photography is not available.

Perputua can be used for titles, quotes or sections of expressive type as shown here. Use our range of accent colours sparingly to emphasize certain words.

Perpeuta and Bliss can also be used together to provide a contrast of styles, as shown here in style three.

You can also underline expressive type using a line of dots as shown in style two. Do not use full lines as they will make the text harder to read. The use of dotted lines is optional.

Bliss should always be used for all body copy.

Justice JusticeColour on white

“ The Ministry of Justice will take the leading role in delivering a fairer, more effective, speedy and efficient justice system.”

Better justice for the public.

AnnualReport2007-2008

STYLE 3: Text on black Text colour on white

baSIC ELEMENTSEXPRESSIVE TYPE

Better justice for the public.

AnnualReport2007-2008


fOCaL ShapE - Corporate level communications

SUppOrTING paTTErNS - Support level communications

GraphIC paTTErNS

We have developed a range of graphic shapes and patterns which can be used to bring our communications to life when photography is not available. The patterns add an extra dimension to our materials and convey a fresh, dynamic, modern approach. Do not recreate or produce new shapes or patterns. Contact the Communications Department for further information.

please note that focal shapes or patterns should not be used on the same page.

See section 2.1 Levels of literature for information about the different levels of communication.

baSIC ELEMENTSSHAPES AND PATTERNS


fOCaL ShapES

The shapes shown here can be used to add character to our communications (publications and exhibition stands for example). They should only be used on a black background and never alongside photography. Examples can be found in the literature and print section of these guidelines.


Artwork is available for all the patterns shown here.

The line weight used should be 0.5pt for any application up to and including A3 size. For any application above this size the line weight should be increased to 1pt.

Make sure you choose a colour that can be seen clearly on a black background


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paTTErNS

The patterns shown here can be used as a background for headings and sub headings. They should only be used on white backgrounds. Examples can be found in the literature and print section.


All of the patterns shown here are available as artwork in a range of sizes and dimensions (A4, A5, DL, quarter, half and full page).


moj brand identity guidelines - whatdotheyknow

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