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NPIA Brand Guidelines About us the logo Version 1

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  • NPIA Brand GuidelinesAbout us • the logo

    Version 1

  • NPIA BRAND GUIDELINES Version 1

    How to use these guidelines

    These guidelines have been

    developed through a series of

    consultations with the Executive

    Team and authorised by the

    Chief Executive.

    The National Policing Improvement Agency guidelines are divided into two parts and are designed to be used by anyone producing communication items for our brand. This will enable them to create work that embodies the spirit of the NPIA.

    Before attempting to create effective communications for the NPIA, all parts should be read thoroughly.

    Part one is ‘ABOUT US’ which talks about our brand. It contains vital information about the ethos of the brand, its values, what we stand for, what we do and the code we live by.

    The second part, ‘EXPRESSING OUR BRAND’ contains practical advice, concentrating on how to use the tools that help create our brand image.

    This part also includes important information about issues relating to the Disability and Discrimination Act and advises on how we can make our marketing materials more accessible.

    The contents page will guide you through all the sections at a glance. In the pdf version you will be able to click on to the section you want and then be taken straight to that point in the guidelines.

  • NPIA BRAND GUIDELINES Version 1

    Contents

    About us

    1.0 Introduction

    1.1 Our brand essence

    1.2 Our core thought and brand truth

    1.3 Our brand attributes

    Expressing our brand

    2.0 The Logo 2.1 The standard logo

    2.2 The standard logo: spacing for print communication

    2.3 The standard logo: recommended sizes

    2.4 The linear logo: for digital use

    2.5 The linear logo: for printing within restricted areas

    2.6 The plain logo: for print on alternative surfaces

    2.7 The logo: colour versions

    2.8 The logo: things to avoid

    2.9 Using our logo with secondary titles

    2.10 Co-branding: with the Home Office, ACPO or APA

    2.11 Co-branding: with other organisations

    2.12 The crest graphic

    3.0 Colours 3.1 NPIA colour palettes

    3.2 Colour palette - print communication

    3.3 Colour palette - digital communication

    3.4 Publication samples

    3.5 The crest graphic: colours and tints

    4.0 Using typography 4.1 Our typefaces

    4.2 Examples of our main typefaces for print

    4.3 Examples of our online typeface

    5.0 Imagery 5.1 Using photography and illustration

    6.0 Applications 6.1 Corporate stationery

    6.2 PowerPoint presentations

    6.3 Signage

    6.4 Printed communications

    6.5 Exhibition stands and interior banners

    6.6 Recruitment advertisements

    6.7 Recruitment advertisement templates

    6.8 Promotional merchandise

    6.9 Making our printed materials more accessible

    7.0 Templates 7.1 Literature templates

    7.2 Roll-up banner template

    8.0 Further Information 8.1 Contact us

    8.2 Support materials

  • NPIA BRAND GUIDELINES Version 1

    ABOUT US 1.0 Introduction

    These brand guidelines have been

    created to help you develop a clear

    and strong brand identity for the

    National Policing Improvement

    Agency (NPIA).

    The NPIA’s primary focus is the improvement of policing in England and Wales. However, it also has a strong relationship with Scotland and Northern Ireland and supports policing improvements there where agreed.

    The NPIA plays a critical part in promoting and supporting equality and diversity in the police service.

    Owned and led by the police service, the NPIA drives continuous improvement across policing to deliver better services to the public and provides a unique contribution to public safety.

    It also has a role in ensuring that police in England and Wales draw on the best international policing practice.

  • NPIA BRAND GUIDELINES Version 1

    ABOUT US 1.1 Our brand essence

    Our brand essence is a decision-making tool to help us judge whether a communication contributes to building the NPIA brand.

    It also ensures that the teams helping to build the brand know what they are trying to achieve over the long term and can evaluate their efforts.

    The NPIA brand essence is made up of three sequential elements, as illustrated.

    PartnershipWe are part of the police service and work in partnership with all the police forces of England and Wales to understand their current and future needs. Together we deliver high-quality policing.

    DeliveryWe design, develop and deliver practical solutions and services that help to improve policing in the UK.

    LeadershipWe use our understanding of how the police service works to give it strategic direction and technological insight. This ensures that the workforce, processes, procurement and systems supporting policing are as efficient and effective as possible.

    These components are central to our success.

  • NPIA BRAND GUIDELINES Version 1

    ABOUT US 1.2 Our core thought and brand truth

    Our brand truths are the basic codes of conduct that the brand uses to preserve its integrity.

    ‘ Improving policing for everyone’

    InclusiveWe work consultatively with the police service, the Association of Chief Police Officers, the APA, Home Office, other stakeholders and external specialist suppliers who help us to deliver our products and services.

    TransparentEverything we do is honest, straightforward and fully explained.

    ProfessionalWe behave professionally in everything we do.

    IndependentAlthough we are partners of the police service, we are also independent of the service, meaning that we can challenge the status quo and pioneer positive change.

    These ‘codes’ are followed throughout the life of the brand. Everything associated with the brand must adhere to these brand truths in order to give the brand maximum credibility.

    These brand truths must shine through in everything that we say and do.

    Our core thought is:

  • NPIA BRAND GUIDELINES Version 1

    ABOUT US 1.3 Our brand attributes

    Our brand attributes describe the overall benefits that our brand delivers.

    Connected We understand the realities of practical police work and take into account the time scales that the service works to.

    Strategic We complement the way police forces focus on day-to-day issues and immediate emergencies within their own forces by taking a more strategic perspective.

    Expert We are dedicated to developing products, services, techniques, equipment and training.

    We also investigate and drive technological advances in order to help the police serve the public more effectively and efficiently.

    Challenging We are prepared to take a strong, and sometimes unpopular, stand on issues in order to effect change.

    Responsive We are an organisation that listens to the needs of police and responds with new developments and techniques that might provide better solutions.

    Practical We deliver solutions that work well and are tailored to the needs of the police service.

  • 2.0 The logo

    Expressing our brandhow to use the tools that help create our brand image

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.1 The standard logo

    Definition of use - The full logo (crest and text together) is the standard logo and must be used on all communication. The crest (crown and warrant badge) must never be used on its own. The plain version of the logo (‘NPIA’ only) can only be used in exceptional circumstances (see section 2.6).

    For information on which colour version of the logo to use see section 2.7.

    The logo - The crown indicates that the NPIA is a government agency. The crest shows the clear link between the NPIA and the police.

    The full logo must appear in the top right of any page, cover, letterhead etc.

    When space or layout prohibits the logo from being used at the top of the communication, it may be appropriate to place the logo in the bottom right, however this must always be approved by the appropriate marketing manager (see section 7.1).

    There are a few exceptions to the above. Promotional campaign work involving, for example, posters and recruitment advertisements, should use the logo in the bottom right of the piece. This allows the key message/headline to feature strongly at the top,

    with the call-to-action (website, phone number, email address) and logo at the foot. In this scenario, the NPIA logo is acting as a ‘signature’.

    The full colour NPIA logo on a white background is to be used on all corporate, internal and co-branded communication. All other products and services communications should use the reversed out (white) NPIA logo on an olive background.

    The crest - (crown and warrant badge together) shows a clear link between the NPIA and the police.

    The typeface used for the acronym is Frutiger. The typeface used for ‘National Policing Improvement Agency’ is FS Albert.

    There may be occasions were the use of the NPIA logo falls outside of these guidelines. Please contact the relevant marketing manager to discuss any additional requirements (see section 8.1).

    It is standard practice for the NPIA not to endorse any supplier product or service, or to allow the use of our name or logo in any supplier marketing. There may be reputational issues for the agency if the supplier fails operationally or financially, or is brought into disrepute. It can also lead to allegations of favouritism

    if the supplier goes on to win future NPIA business through the tender process. Please contact your relevant marketing if you have any questions (see section 8.1).

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.2 The standard logo: spacing for print communication

    Clear zone - A clear zone exists around the logo because it must always stand out clearly. It is important the logo is seen as a clear identifier of the brand.

    The diagram opposite shows the clear zone to be used around the logo for print communication. The height of the ‘N’ of ‘NPIA’ has been used to determine the clear zones. Please note that no other element can enter the clear zone area.

    The distance between the acronym ‘NPIA’ and the words ‘National Policing Improvement Agency’ has been determined by the smaller ‘N’ of National Policing Improvement Agency. The size of this smaller ‘N’ has itself been determined by the thickness of one part of the ‘N’ of the acronym ‘NPIA’.

    The distance between the crest and the acronym has been determined by the width of the smaller ‘N’.

    NPIA = Frutiger 65 bold

    National Policing Improvement Agency = FS Albert Bold

    Clear zones

    NPIA ‘N’ used for all clear zones

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.3 The standard logo: recommended sizes

    Recommended logo sizes - The recommended size of the logo for use on A4 items is 38mm across.

    Minimum logo size - The minimum size at which the logo can be reproduced is 30mm across. This is because the quality of the crest will suffer if it is reproduced any smaller.

    38mm

    30mm

    Minimum logo size

    A4 size

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.4 The linear logo: for digital use

    Definition of use - This version of the logo should only be used for websites and e-communications.

    It should not be used in any printed communications unless there is insufficient space to use the standard logo correctly, (see 2.5).

    Clear zone - A clear zone exists around the logo because it must always stand out clearly. It is important the logo is seen as a clear identifier of the brand.

    The diagram opposite shows the clear zone to be used around the linear logo. Use double the height of the ‘N’ of ‘National’ to determine the clear zone. Please note that no other elements can enter the clear zone area.

    The distance between the acronym ‘NPIA’ and the words ‘National Policing Improvement Agency’ has also been determined by the smaller ‘N’ of the ‘National Policing Improvement Agency’. The size of this smaller ‘N’ has been determined by the thickness of one part of the ‘N’ of the acronym ‘NPIA’.

    The distance between the crest and the acronym, and the acronym and the agency name has been determined by the width of the smaller ‘N’.’ The diagram you’ll need for this page is on the attachment, page 3, figure 2. Can you also replace the current diagram on page 2.5 with this new one, as well as replacing last two paras with the above text.

    NPIA = Frutiger 65 bold

    National Policing Improvement Agency = FS Albert Bold

    Clear zones

    NPIA ‘N’ used for all clear zones

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.5 The linear logo: for printing within restricted areas

    Definition of use - This version of the logo may only be used where the shape and size of the surface being printed upon leaves insufficient space to use the standard logo correctly. For example signage or promotional merchandise. (see section 6.7).

    The Corporate Marketing Manager should be consulted with regards to other uses.

    Clear zone - A clear zone exists around the logo because it must always stand out clearly. It is important that the logo is seen as a clear identifier of the brand.

    The diagram opposite shows the clear zone that should be used around the logo. The height of the ‘N’ of ‘NPIA’ has been used to determine the clear zones. Please note that no other element can enter the clear zone area.

    The distance between the acronym ‘NPIA’ and the words ‘National Policing Improvement Agency’ has been determined by the smaller ‘N’ of National Policing Improvement Agency. The size of this smaller ‘N’ has itself been determined by the thickness of one part of the ‘N’ of the acronym ‘NPIA’.

    Minimum logo size - The minimum size at which the logo can be reproduced is 56mm across.

    NPIA = Frutiger 65 bold

    National Policing Improvement Agency = FS Albert Bold

    Clear zones

    NPIA ‘N’ used for all clear zones

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.6 The plain logo: for print on alternative surfaces

    Definition of use - The logo may only be used this way where the shape, size or quality of the surface being printed upon do not allow the standard or linear logos to be used correctly.

    For example on a pen clip where neither the standard or linear versions will fit, or for embroidery on work wear where the shield and wording cause distortion (see section 6.7).

    Clear zone - A clear zone exists around the logo because it must always stand out clearly. It is important that the logo is seen as a clear identifier of the brand.

    The diagram opposite shows the clear zone that should be used around the logo. The height of the ‘N’ of ‘NPIA’ has been used to determine the clear zones. Please note that no other elements can enter the clear zone area.

    NPIA = Frutiger 65 bold

    Clear zones

    NPIA ‘N’ used for all clear zones

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.7 The logo: colour versions

    The four-colour version - should be used on items that require a strong sense of authority but can be used on most communication materials.

    The reversed-out version - can be used on most communication materials providing the final printed image is no smaller than 38 mm wide. It may be reversed out of black or NPIA olive.

    The black only version - should be used for one-colour printing or when printing results are likely to be poor, for example for newspapers, rubber stamps or faxes.

    The greyscale version - should be used when four-colour printing is not possible. For example, it can be used for recruitment ads and in magazines where the print production quality is of a high standard.

    Four colour version

    Black only version

    Reversed-out version

    Grayscale version

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.8 The logo: things to avoid

    Things to avoid - The logo should always be used consistently and not altered in any way. Using the logo incorrectly will compromise our brand.

    The examples opposite show how not to use our logo.

    The crest - Never use the crest on its own within printed communications. The crest can only be used on its own on warrant cards. The same rule applies if you are using the linear version of the logo.

    1. Never adjust horizontal scale2. Never adjust vertical scale 3. Never skew the logo 4. Never use the crest on its own within

    printed communications 5. Never attach descriptors 6. Never use the copy on its own 7. Never use smaller than 30mm wide 8. Use correct background colours

    Internal

    1 5

    2 6

    3 7

    4 8

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.9 Using our logo with secondary titles

    Secondary titles - These are included in the logo to reinforce the presence of the organisation where a specific area of the organisation needs to interact with a broad customer group.

    Permission must be given by the chief executive and relevant chief officer for the creation of any secondary title, via the corporate marketing manager.

    There are restrictions about how secondary titles can work: • Secondary titles should be kept short and to

    the point• Acronyms should be avoided• Secondary titles with the standard logo should take

    up a maximum of four lines

    For further guidance on the use of secondary titles, please ask for advice from the corporate marketing manager.

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

    NATIONAL CENTREFOR APPLIEDLEARNINGTECHNOLOGIES

    NATIONAL CENTRE FOR APPLIEDLEARNING TECHNOLOGIES

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.10 Co-branding: with the Home Office, ACPO or APA

    It is important to apply the NPIA logo correctly when it is used with the logos of other organisations or government departments.

    When the NPIA is leading communications but also needs to show its connection with the Home Office, for example, the NPIA logo is used on its own but with the supporting line ‘Funded by the Police Service and Home Office’. This is shown in the first example opposite.

    When the NPIA is communicating jointly with the Home Office, ACPO or APA the logos must sit next to each other at the top of the page. This is shown in the middle example. Note that crowns on logos must be aligned. This placement of logos must also be followed when the NPIA is the lead communicator and the Home Office is endorsing the communication.

    When the Home Office is the lead communicator the Home Office logo must sit in the top right of the communication. This is shown in the third example opposite.

    NPIA is leading communications

    Joint communications with the Home Office, ACPO or APA

    The Home Office is the lead communicator

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.11 Co-branding: with other organisations

    When the NPIA is leading communications the NPIA logo should sit on the top right of the front page.

    The preferred position for any third-party logos is at the bottom and on the left of the front page of the communication. If there is not enough space they should go on the bottom and on the left of the back page.

    These logos should be no closer than 10mm from the bottom edge and not within the 20mm margin at the left side of the page.

    The height of third-party logos must not exceed 24mm and a reasonable amount of clear space should be allowed between each one in order to respect any basic exclusion zones they might have. (See the example opposite).

    If there are more than four third-party logos to accommodate, the names of the organisations should be listed instead.

    Any logos or lists of partner organisations should be preceded with a line of explanatory text that accurately explains the relationship, such as ‘produced in partnership with’.

    Investors in People logo (IIP) The IIP logo should appear on letterheads, recruitment adverts, back covers of brochures with information about the NPIA, and all internal communications. When using the IIP logo please refer to the brand guidelines.

    When the NPIA is a joint communicator place the logos next to each other in a landscape format at the top of the front page with NPIA on the right. Ensure that a reasonable amount of clear space is allowed between each one in order to respect any basic exclusion zones they might have. (See the example opposite).

    When another organisation is the lead communicator use their logo and guidelines, ensuring the role of the NPIA is fairly represented. When the logo is used, the relationship between the organisation and the NPIA should be accurately reflected by using, for example, ‘supported by’ or ‘in partnership with’.

    If a third party wishes to use the NPIA logo, you must seek permission from the relevant marketing manager (see section 8.1).

    There may be occasions where another organisation’s logo needs to appear on an NPIA exhibition stand or roll-up banner. In these cases the above guidelines for co-branding apply.

    NPIA-led communication

    Other organisation-led

    communication’

    Joint communication

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND 2.12 The crest graphic

    The crest graphic - The crest graphic has been developed to help reinforce the NPIA’s brand position and image within police organisations and the various associated bodies.

    It represents the positioning that the NPIA holds within the overall police network.

    As an organisation, the NPIA is positioned right at the heart of the policing community, providing training, advanced technological solutions and services.

    The graphic’s shape and style are based on the distinctive icon that is part of the NPIA brand identity (see section 2.1). The area in the centre of the graphic represents the NPIA’s position in relation to the police services and suppliers that it serves or works with. The strands pointing outward represent the police services and suppliers.

    The crest graphic is used exclusively for corporate communications, business cards and stationery.

    The crest should be reserved for use in corporate communication only, for example the business plan and annual report. When producing corporate communications, as long as the NPIA logo is seen in full first, you can use the crest as a graphic device. The graphic can be used as a half image, or as a quarter segment, for the purpose of:

    • highlighting the central position of the NPIA • reinforcing the brand image as a whole • a pointing tool

    The crest can only be used in olive or olive tint (see section 3.2).

    Half crest artwork

    Quarter crest artwork

  • Further information

    Expressing our brandhow to use the tools that help create our brand image

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND Contact Us

    Marketing and Communications Manager T E k

    or

    Marketing Assistant T E

    NPIA Bramshill, Hook Hampshire RG27 0JW

    Information Communications Technology Systems

    Marketing and Communications Manager (Maternity cover for ) T (NKBH) (10 VS) E

    People and Development Vacant Please contact

    Policing Policy and Practice

    Marketing and Communications Manager T E

    Operations

    Marketing and Communications Manager T E

    Resources/CEO Directorate

    Marketing and Communications Manager T E

    Corporate Marketing

    Marketing Executive T E

    Marketing Executive T E

    For queries relating to the NPIA brand guidelines contact:

  • NPIA BRAND GUIDELINES Version 1

    EXPRESSING OUR BRAND Support materials

    In order to maintain a professional and consistent brand and style throughout our communication, a style guide has been created to provide guidance and clarity on grammar and punctuation, common misspellings, and the use of acronyms. The guide can be found on the NPIA intranet under ‘News and Information’.