portsmouth city council brand identity guidelines

Section 1 - Introduction 1• The golden rules to communication 3• How we can work with you 4

Section 2 - The Basics 5• The logo 6• Colour 10• Corporate fonts and typefaces 12

Section 3 - Stationery 14• Introduction 15• Letterheads 16• Compliment slips 19• Business cards 22• Fax and memos 24• Forms and NCR pads 27

Section 4 - Printed literature 28• Print items 29• The bar: what is it and how to use it 30• A4 examples 32• A5 examples 35• DL examples 38• Poster and bus examples 41• The bar: colours 43• Document covers - titles and straplines 44• Document covers - selecting an image 45• Do I have to use photography? 47• Paper stock 48

Section 5 - Partnership branding 49• Partnerships 50• Co-branding 52• Other agencies 54• Council support, funding

and contract work 55• Approved accreditations 56

Section 6 - Electronic Communication 57• Websites 58• Emails 59• Powerpoint 60

Section 7 - Advertising 62

Section 8 - Vehicle livery 64

Section 9 - Site boards, hoardings and exhibition stands 67

Section 10 - Uniforms 71

Section 11 - Accessibility 74

Section 12 - Elected members and The Lord Mayor 77

Portsmouth City Council Corporate Identity Guidelines

The contents page number page number

1 1IntroductionCorporate Identity Guidelines

2


The way that we present ourselves is a major factor in how we are perceived by our customers, partners and people who have an interest in our service.

Our identity is our commitment and assurance to our residents and customers of a well-managed city. We are accountable for the services, activities and facilities that we provide and have a duty to explain to taxpayers how their money is spent.

There is substantial evidence that the use of secondary identities or an excess of logos simply confuses the public. It is likely that many people or organisations, other than Portsmouth City Council and our major partners do not understand or recognise the excessive number of logos and symbols we use. We therefore need to apply our corporate identity constantly, across everything we do in order

for people to recognise and understand the range of work that is carried out by Portsmouth City Council and its employees. The more we apply and use the corporate identity the more it will work for us to raise awareness, improve satisfaction and develop confidence.

This guide, which is applicable to all services, will reinforce and protect the application of Portsmouth City Council’s identity and help you and our suppliers to correctly use it. It will show that we operate as one council not a series of disparate departments.

Identity The corporate logo – the organisation’s badgeImage What we, our customers and partners think about us our goals and aspirations Brand A name, symbol or design that identifies our service to our customersValues The things that guide our actions

Reputation

3


• Communication is everyone’s responsibility

• When producing reports or delivering projects think about the communications risks and benefits at draft stage

• Always, always use Portsmouth City Council’s logo. Get advice from your directorate corporate communication officer. Contact details are on IntraLINK

• Don’t initiate or commission publications, advertising or web design without talking to the Corporate Communications team first – we will be able to help; at the very least we can give advice and information on the organisations preferred suppliers

• Remember the needs of the residents. We need to consult when we make service changes, and build responses into policy

• Talk to your manager, colleagues and Key Communicators – spread the word about improvements you’ve made and ideas you’ve got

• Be realistic – you may not be able to get a full feature in the local paper or TV channel for everything you think deserves good publicity – but Corporate Communications will work with you to try to find the best PR for your campaign/ event/service

• Always use plain English and the PCC house style which can be found on IntraLINK when writing – this ensures you treat all customers in a consistent way

The golden rules of communication

Better communication leads to recognition and improved customer satisfaction

4

The Corporate Communications team:• Provide advice and guidance on publications,

communications and collateral – working with directorates to produce quality documents which meets the needs of our customers

• Are responsible for internal communication initiatives – for example LINK, Key Communicator Network and staff information

• Co-ordinate, write and edit the Flagship magazine, the A-Z of services and the staff Annual Review

• Provide advice and guidance on corporate identity, design and publications – negotiate and liaise with both internal and external customers to provide advice on the PCC corporate identity guidelines, as well as negotiating with designers and printers to ensure best value

• Provide advice and guidance on plain English – PCC holds corporate membership to the plain English company and this underpins all of our communications

• Provide advice and guidance on internal corporate communication messages – for example Local Pay Review, the new stationery contract and the new print contract

• Develop and support all e-communication within PCC including the design of the corporate website and IntraLINK

• Co-ordinate Intranet and Web authors/Editors

• Provide value for money graphic design to PCC directorates

• Manage the PCC Media Store - which is a database of images that reflect Portsmouth City Council and Portsmouth

• We liaise and meet regularly with the Strategic Directors and their senior managers to provide pro-active and reactive media support to the organisation

• developing communications campaigns and strategies (anything from local issues to major issues such as the Farlington roundabout roadworks)

• We issue news releases to local and regional media, including TV, radio and newspapers, as well as targeting certain media or trade press for specific campaigns or initiatives

• advise on leaflets, posters and advertising

campaigns

• co-ordinate “media ambassadors” for media interviews, press conferences or photo opportunities

• Undertake Internal communications work for the directorates

MediaMuch of our contact is with “our locals” – that is our two nearest TV stations BBC South, Meridian Broadcasting; the five local radio stations (BBC Radio Solent, The Quay, Wave, Ocean and Express) and The News. We occasionally liaise with international media too, often involving the city’s major events such as Trafalgar 200. Copies of our news releases are put on the PCC website daily.

How we can work with you


5 2The BasicsCorporate Identity Guidelines

6


What is the Portsmouth City Council logoOur corporate logo is represented by a star and crescent with the words Portsmouth City Council. These two elements should never be separated. The logo should not be altered in any way. The logo is available on IntraLINK under useful information.

On our website at http://www.portsmouth.gov.uk

Or email [email protected] Tel: 023 9284 1559

The logo can be increased or decreased in size but the star and crescent and the words must always remain in proportion to one another. No additional words can be added to the logo. The font for our logo is Avenir.

For larger projects such as billboards the logo can be scaled up with correct proportions. Always ask Corporate Communications for advice on larger projects. Always reproduce the logo from master artwork. Never redraw, re-proportion, or amend it in any way.

These are four standard sizes for reproducing the logo in print. The logo should never be used smaller than the examples shown. Only these standard sizes are to be used and they have been created to suit the most needs of the authority.

The logo

DL 40-50mm wide

A5 40-50mm wide

A4 58-68mm wide

A3 85-95mm wide

The logo can be increased or decreased in size but the star and crescent and the words must always remain in proportion to one another.

7


The logo

The minimum space around the logo is equal to the height of ‘P’ in Portsmouth

The logo: clear spaceIn order to create the maximum visual impact of the logo a clear space needs to be maintained around it. This is a space where no other type or image must appear. The minimum space around the logo is equal to the height of ‘P’ in Portsmouth. The only exception to this is when the logo reproduces on, or reverses out of a suitable photographic or colour background.

8

The logo coloursThe corporate logo has been designed to suit most communications needs. You can use the logo in the colour variations pictured. The colour logo you choose will depend on several things:

• the background colour of the printed document

• your budgetary constraints – full colour printing is more expensive, so you may choose a one colour document and logo


How to use the logo

If your background is:

White background use Solid black logo Blue logo Colour logo

Mid-coloured background use Solid black logo Dark coloured background use White reversed out logo Textured or photographic background use Solid black logo White reversed out logo

Single colour/black & white useSolid black logo

The corporate logo has been designed to suit most communications needs.

9


How to use the logo

BlueThis should only be used on a

white background

Solid black For use on a white or light colour

background

Colour logoFor use on a white background only

✓

✗

✓✓

White reversed out of a strong colour. For use on dark colour background

White reversed out of a photographic or illustrative background

Do not use against complex backgrounds or backgrounds where there is not enough contrast

Solid black on a photographic or illustrative background

Do not use against complex backgrounds✓✓

10


This section introduces the council’s corporate colours and explains how to apply them.

Portsmouth City Council’s official colours for the logo are either blue and black or blue and gold. It is important that you reproduce these colours accurately on all materials.

Pantone numbersPantone colours are internationally recognised as the standard for colour communication in the graphic design industry, with each colour being given an identifying code or pantone number.

CMYKPrinters also use cyan, magenta, yellow and black (CMYK). These are the four colours that are used to produce all possible colours in full colour litho print, for example publications and newsletters.

RGBRed, green and blue values are used for on screen designs such as PowerPoint presentations and websites.

BlackPantone numbers: blackCMYK: 0.0.0.100RGB: 0.0.0

BluePantone numbers: 2935CMYK: 100.50.0.0RGB: 10.80.161

BluePantone numbers: 282CMYK: 100.72.0.38RGB: 0.56.118

YellowPantone numbers: 130CMYK: 0.27.100.0RGB: 254.190.14

Colour

11


Secondary colour paletteThe secondary colour palette is designed to add vibrancy to Portsmouth’s identity. It is a range of colours to be used as a background for your publications. Colour accuracy and consistency is very important.

ColourThis is the offical Portsmouth City Council colour palette and is the standard for all printed materials. The colours are not designed to represent any service and may be used in all applications.

C 0%M 100%Y 100%K 0%

C 0%M 100%Y 400%K 0%

C 0%M 50%Y 100%K 0%

C 0%M 0%Y 100%K 0%

C 30%M 0%Y 100%K 0%

C 100%M 0%Y 100%K 0%

C 100%M 0%Y 70%K 40%

C 100%M 0%Y 30%K 5%

C 100%M 15%Y 0%K 0%

C 100%M 50%Y 0%K 0%

C 100%M 720%Y 0%K 32%

C 50%M 100%Y 0%K 10%

C 40%M 100%Y 60%K 0%

C 60%M 80%Y 100%K 30%

100%

70%

40%

15%

R 237G 27B 35

R 237G 15B 100

R 248G 148B 29

R 255G 242B 0

R 191G 215B 48

R 0G 166B 80

R 0G 115B 86

R 0G 163B 179

R 0G 155B 223

R 0G 113B 187

R 0G 55B 117

R 132G 30B 130

R 166G 41B 87

R 97G 60B 36

C 70%M 55%Y 55%K 0%

R 103G 115B 117

C 50%M 0%Y 0%K 100%

R 0G 20B 35

C 0%M 0%Y 0%K 35%

R 195G 195B 195

PMS 281Cool Grey 5PMS 2935

12


The type of font you use can completely change the tone of what you write.

For example, a letter about a Council Tax bill in Comic Sans would give customers completely the wrong impression, as it looks unprofessional.

We have introduced corporate typefaces to create consistency in the tone of our communications and to ensure we produce materials that are accessible to a wide range of audiences. We have corporate membership of the plain English Campaign. This means that we make it clear to our customers that Portsmouth City Council is committed to clear communication. Plain English ensures that the intended audience can read, understand and act the first time they read the information. Plain English takes into account design and layout as well as language.

Most fonts can be divided into two groups:• serif, which have pointed bits (serifs) like this;

abcdefghijklmnopand

• sans serif, which are plain, like this

abcdefghijklmnopSerifs, if they are too pronounced can be distracting. Use sans serif font. Word-processing software offers a wide choice of fonts and it is tempting to use many different fonts in the same document. Don’t! Its confusing to the reader and can make documents more difficult to read.

The corporate typeface is Arial. This is because it is a sans serif font; it is pre-installed on all modern PCs and is widely available. This should be used to produce all documents internally - ie letters, reports and PowerPoint slides. For printed materials the typeface is Fruitiger – see page 28 for details.

Corporate fonts and typefaces

We have introduced corporate typefaces to create consistency in the tone of our communications

13


Corporate fonts and how to use them

SHADOW

Size matters Fonts and typography, what to avoid:• serif fonts or mixed font sizes in one sentence

• CAPITALS, avoid using block capital letters for emphasis - it makes words difficult to read, and looks as if YOU ARE SHOUTING

• underlining – is a hangover from typewriter days. It makes it difficult to recognise the shape of the letters

• italics – the human eye reads by recognising the shape of words. Text which has been set in italics or capitals is more difficult to read as it is harder to recognise the word shapes if all letters are the same height or set at an angle

• aligning type to the centre, justifying or setting type to the right

• type effects such as

or

or

• tight or touching text – doesn’t save space it just makes things difficult to read

Arial should be a minimum of 12 point in correspondence. Always be mindful of your audiences need for accessibility.

For example, if you know someone you are writing to has a sight impairment, use Arial 16pt. For advice on accessibility see page 75.

14 3StationeryCorporate Identity Guidelines

15


Templates for Portsmouth City Council stationery have been created to help achieve this consistency. You can download them from IntraLINK, go to useful information.

Letterheads can be pre-printed by Amey. To order you will need to complete a print requisition form and place your print order with Amey.

Managers please ensure that staff are aware of and only use the official templates. New staff should be introduced to the corporate identity as part of their induction programme.

Introduction

Printed stationery is the principal form of communication with our residents, partners and businesses and represents the council and its services. It is important that we maintain a high standard and visual consistency.

16


• The size and position of the letterhead elements must not be altered and the master artwork should always be used. The corporate font is Arial and text should be written in Arial pt. size 12

• No campaign or partner logos are to be displayed on the corporate letterhead. Clarification can always be sought from Corporate Communications

• The agreed layout for letterheads will always include in the first line the name of the service, followed by the relevant postal address. Personalised versions of corporate stationery (which also lists directorate and/or team name) are not appropriate as this confuses our corporate identity and our customers

• Wherever possible, please refer to yourself using your first and last names rather than titles such as Miss, Mrs, Mr, Ms or Dr

• Individual qualifications are not to be used, with the exception, as a legal requirement, the City Solicitor

• The footer will always give the corporate website address www.portsmouth.gov.uk

Letterheads

Letterhead example >

17


Pantone 2935

Pantone Cool Grey5

99mm

45mm

297mm

210mm

35mm

67mm10mm

10mm

70.5mm

12mm

Road Safety & TrafficManagement

Civic Offices Guildhall Square PortsmouthPO1 2NE

Dear Mr Surname

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veni-am, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet domingid quod mazim placerat facer possim assum.

Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritasest etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.

Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposueritlitterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modotypi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum

Yours sincerely

Peter BruceRoad Safety Team Leader

Phone: 023 9200 0000Fax: 023 9200 0000

Ref: AS/DF/07

Date: 28th January 2007

Mr Christian SurnameHouse NameNumber RoadArea NameCityCountyPOSTCODE



Dear Mr Surname




Yours sincerely


Phone: 023 9200 0000Fax: 023 9200 0000

Ref: AS/DF/07



www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000 www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000

Frutiger Light 14Pt

95mm

45mm

18


Pantone 2935

Pantone Cool Grey5

99mm

45mm

297mm

210mm

35mm

67mm10mm

10mm

70.5mm

12mm



Dear Mr Surname




Yours sincerely


Phone: 023 9200 0000Fax: 023 9200 0000

Ref: AS/DF/07





Dear Mr Surname




Yours sincerely


Phone: 023 9200 0000Fax: 023 9200 0000

Ref: AS/DF/07



www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000 www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000

Frutiger Light 14Pt

95mm

45mm

19


Compliment slips are pre-printed as shown in the example on page 20. You should add, by hand, relevant details such as:• addressed to• date• reference• direct line contact number details and,• name

The only individuals to have their own named compliment slips are:

The Lord MayorLeader of the council and Cabinet MembersChief ExecutiveStrategic DirectorsCity SolicitorThe Port

Compliment slips

Wherever possible, please refer to yourself using your first and last names rather than titles such as Miss, Mrs, Mr, Ms or Dr.

Compliment example >

20


www.portsmouth.gov.ukw i t h c o m p l i m e n t s

Pantone 2935

30mm

51.5mm

9mm

.5mm space

12mm

99mm

210mm

www.portsmouth.gov.ukw i t h c o m p l i m e n t sFrutiger Light 11pt

Pantone cool grey 5

146 mm 63.5mm

9mm

21



Pantone 2935

30mm

51.5mm

9mm

.5mm space

12mm

99mm

210mm


Pantone cool grey 5

146 mm 63.5mm

9mm


Pantone 2935

30mm

51.5mm

9mm

.5mm space

12mm

99mm

210mm


Pantone cool grey 5

146 mm 63.5mm

9mm

22


Only staff whose work interacts with external customers, agencies or partners are to order business cards.

Business cards can be ordered through Amey using a print requisition form. Amey will need the following information:• name• job title• directorate• telephone number• fax• mobile number• email

Wherever possible, please refer to yourself using your first and last names rather than titles such as Miss, Mrs, Mr or Ms.

Individual qualifications are not to be used, with the exception, as a legal requirement , the City Solicitor.

Business cards

Business card example >

23


Put name herePut job title in here

Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, PO1 2AL

Telephone: 023 9284 1556Mobile: 079 7000 0000Fax: 023 9284 1030Email: [email protected]: www.portsmouth.gov.uk




Frutiger Bold 8ptFrutiger Light 7ptFrutiger Light 7pt

Leading 7.5pt

Pantone 2935

4mm

40mm

18mm

90mm

55mm







Frutiger Bold 8ptFrutiger Light 7ptFrutiger Light 7pt

Leading 7.5pt

Pantone 2935

4mm

40mm

18mm

90mm

55mm

24


Word templates for memos and faxes have been created which can be downloaded from IntraLINK. Go to useful information.

The size, position and other elements of these templates must not be altered. Your text should be typed in font Arial 12pt or handwritten.

Fax and memo templates

Fax and memo examples >

Faxes and memos should only be printed in black and white. Photocopies are to be avoided.

25


FaxTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

MemoTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

FaxTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

Arial Bold 12pt

Arial 12pt

Arial Bold 36pt50%k

Arial 14pt50%k

Arial Bold 18pt50%k

297mm

210mm

67mm15mm

20mm

FaxTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

MemoTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

FaxTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

Arial Bold 12pt

Arial 12pt

Arial Bold 36pt50%k

Arial 14pt50%k

Arial Bold 18pt50%k

297mm

210mm

67mm15mm

20mm

26


FaxTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

MemoTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

FaxTo:

From:

Ref:

Date:

Message:



Phone: 023 9200 0000Fax: 023 9200 0000

Arial Bold 12pt

Arial 12pt

Arial Bold 36pt50%k

Arial 14pt50%k

Arial Bold 18pt50%k

297mm

210mm

67mm15mm

20mm

27


As a standard all corporate forms, appointment cards and NCR pads should: • be written Arial 12pt

• have the Portsmouth City Council logo at the top righthand corner

• display the Portsmouth City Council website address

Give your forms some thoughtPage layouts consist of text, illustrations, and white space. It is important that you are aware how these different elements relate to each other.

Many people work hard on their writing style yet give little attention to how their words appear on a page. Pages dense with body text are very off-putting.

Use design to attract your readers and to help them find their way around your documents. Think about margin and column widths. Try to aim, for example, for a margin of about 25mm both at the top and bottom, and at the sides, of each page. Use a clear hierarchy of headings and sub-headings using different type sizes.

Make sure there is a good contrast between the type colour and the background. For example, use black or dark blue type on a white background.

To link a sub-heading with the following text you should have more space above it than below it.

Display text needs breathing space. Let white space frame your headlines or headings. They will look better and they will attract more attention than if you filled the available space with large type.

Forms and No Carbon Required (NCR) pads

28 4Printed LiteratureCorporate Identity Guidelines

29


Printed items, such as posters and leaflets are just one way in which we inform our customers.

Printed literature is not always the most appropriate way of informing our customers, consider the full range of options available against your desired outcomes before you commit money and commission a document. The Corporate Communications team will be able to advise you of the most appropriate way to get your messages across.

All printed materials must follow the corporate style, which is illustrated below. The font used in all printed materials is Fruitiger and should be no smaller than 11pt.

To ensure information is available to everyone the alternative format strapline must appear on the back of all materials, along with the date of the publication and the version number.

Print items

Sometimes, we need to target unique audiences that require messages and designs outside of the corporate identity – such as time limited campaigns, events, or district audiences. The Corporate Communications team will be able to advise you.

30


The bar is another element of our corporate identity. Based on a grid system it is a visual element used to create corporate brand consistency. The bar must be used on all printed literature and always with the corporate logo.

The bar: what is it and how to use it?

Single Bar Use where there is secondary information.

There are a number of different ways that you can use the bar – different sizes and requirements demand different grid types.

Your main title herewww.portsmouth.gov.uk

No Bar When you have no secondary information.

31


The bottom line Posters or campaign designs need maximum space to allow for creativity. As a minimum you should use the single bar at the bottom of the page and the logo. This format is also very useful for irregular shaped and small items, such as A6 cards or stickers.

The bar: how to use it

Get instant help atthe touch of a buttonWith a community alarm, you'll get the peace of mind and confidence youneed to live independently, 24 hours a day, seven days a week.

The easy-to-use personal alarm system provides a lifeline between you andpeople you can rely on - keeping you and your family at ease.

To find out more about the community alarm and how it might work foryou, a family member, friend or neighbour call 0800 731 2228.

“I know if I have nocarers here andneed help, I canalways push thealarm and help willbe on the way.”

Amanda Bullion

www.portsmouth.gov.uk

The corporate website address www.portsmouth.gov.uk must always appear in the detail

32


Examples of how A4 publications will look

Children, Families and Learning Health, Housing and Social Care

33


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Examples of A5 publications

Brunel roundabout roadworksEnvironment and Transport


MuseumsProtecting our heritage & promoting culture


Environment and Transport Economy, Culture and Community Safety

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Examples of DL size publications

Museums


Protecting our heritage & promoting culture

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41


Remember the bottom line: All poster and bus adverts must follow the corporate style:

• use the bar at the bottom of the page• the logo stays top right of the page

Poster and bus advert examples

Poster templates have been created which can be over printed. The templates can be found on IntraLINK go to useful information or contact Corporate Communication.

42


Bus poster examples

Hop aboard the big bus debateHelp decide where the buses are going.Call (023) 92 688 699. Or go towww.portsmouth.gov.ukand click on have your say.


Hop aboard thebig bus debateHelp decide where the buses are going. Call (023) 92 688 699. Or go to www.portsmouth.gov.uk and click on have your say.

Back of bus

Side of bus

43


When you select colours for your printed literature you should choose colours that fit in with, and reflect, the tone of the document and/or colours that compliment the image.

The bar: colours


What are your ideas for improvingPortsmouth's bus network? Call (023) 92 688 699.Go to www.portsmouth.gov.uk and click onhave your say.

Hop aboardfor the big busdebateThe bar

The bar

44


It is important to have a clear title, which conveys the detail or message simply and quickly in as few words as possible.In order to do this you must first define your target audience and understand what the purpose of the document is. Use appropriate language and tone to describe the subject.

Why are straplines important?Straplines help to give clarity to your campaign. It helps people to associate the strapline with your campaign and makes it easier for us to evaluate if the campaign has been a success.

Document covers: titles and straplines

45


The image that you choose should work with your document title to strengthen the message you are trying to convey.

Photographs are an excellent way of illustrating documents, be sure that the images you use are engaging, vibrant, real and inclusive. If at all possible use local images that illustrates life or activity in Portsmouth. Always be mindful and respectful of the target audience.

Avoid photographs that are too posed, artificial, obvious and excluding.

You must ensure that you have the written and signed permissions to use photographs of service users, residents, children or staff. This permission must also outline how the picture will be used. A consent form is available from the Corporate Communications team, or on IntraLINK, go to useful information. If you have commissioned photography please share it with your colleagues. Help to build

the media store our on-line database of Portsmouth City Council and Portsmouth images. Go to www.portsmouth-mediastore.co.uk to have a look. If you have some great images please send them to Corporate Communications.

Document covers: selecting an image

Use only high-quality imagery, where possible taken by a skilled professional photographer. If your budget doesn’t allow for professional photography you can source images from commercial image libraries. Talk to the Corporate Communications team who can guide you through this.

Imagery examples >

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Providing you with a betterplace to live.

An introduction to your new repairs and maintenance service.

August 2006Health, Housing and Social Care

Services to help homeownersrenovate their homeCommunity Involvement, Empowerment & Development (CIED)

August 2006

A5 broc 25/9/06 5:03 pm Page 2







A5 broc 25/9/06 4:43 pm Page 1

Image examples

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Where you do not have a strong image, or for more economically produced documents you can use:

• illustrations• graphics• strong colours to give impact• reversed out text

Do I have to use a photograph?

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So that we can achieve consistency across Portsmouth City Council’s communications and to deliver a modern accessible, clean image all printed literature should only be reproduced on matt or silk finished paper. Glossy paper finishes must be avoided because the reflected light obscures the print and the glare makes it more difficult to read than matt.

Wherever possible recycled paper of fifty per cent or above should be used. The Corporate Communications team can give further advice about this or you can discuss it with the contracted print supplier.

Things to bear in mind:• If you have to fold your document, have some

consideration to where the creases will be. Creases obscure the text

• On large documents, don’t print too close to the spine

• Perfect binding can make it difficult for those using scanners or screen magnifiers to lay the publication flat. Think about your target audience

Paper stock

Recommended Paper stock

Report/Strategy cover - A4 250gms matt/silk

Report/Strategy pages - A4 130gms matt/silk

Poster A4/A3/A2 175gms matt/silk

Poster A1/A0 200gms matt/silk

Publication DL/A5/A4 cover 250gms matt/silk

Publication DL/A5/A4 pages 130gms matt/silk

Leaflet/Flyer DL/A5 single or double sided 150gms matt/silk

49 5Partnership BrandingCorporate Identity Guidelines

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Portsmouth City Council works with and supports many activities and organisations. We need to show that we are operating in a joined up way and make people fully aware of the work we are doing and our involvement in the community. But, we also need to acknowledge support, partnerships or funding streams.

Partnerships

We have many partners that we work with on a daily basis. All these partners have their own identity and branding. This can often bring problems with co-brands and clashing identities.

These multiple identities often “fight” for attention on a page, poster, leaflet or advert, especially when many logos are used at the same time to promote a joint project or campaign involving several authorities, e.g. the police, fire service and council.

It is important, for both partnership relationships and accessible publications, that we have a rule to use “partnership” identities where appropriate.

There will be certain times when statutory and voluntary authorities come together for multi-agency work and it is at these times, when publications are developed to promote these joint ventures, that one partnership logo should be used, or one organisation identity.

For example, we are a key member of the anti-crime and substance misuse group Safer Portsmouth Partnership. We carry out any initiative relating to community safety – such as anti-social behaviour, crime reduction, domestic violence, wardens service, drugs and alcohol – alongside other partners then our logo and identity, as well as the other partners’ logos and identities,

becomes overridden by the single Safer Portsmouth Partnership logo. (See examples) The main reason for this is to promote joint working and a consistent message amongst all community agencies.

This approach to counteracting “logo happy”, identity-cluttered publications also makes sense to achieve a less busy design.

This approach to one partnership identity should, where appropriate, apply to other partnerships that the council is involved with, for example the local strategic partnership.

Partnership examples >


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spare change or real changeAlternative Giving Scheme: The money you donate will be used by local charities that help rough sleepers and those that beg to rebuild their lives away from the street.

023 9229 8791For more information please contact

spare change or real changeAlternative Giving Scheme: The money you donate will be used by local charities that help rough sleepers and those that beg to rebuild their lives away from the street.

023 9229 8791For more information please contact

Partnership examples

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If projects have been majority funded by the council, through grants, or assistance then use the full council branding with acknowledgements on the back cover.

Where the project is equally funded you should acknowledge the partners) by using one or more of the following:

• on the cover, by using the partner logo positioned next to Portsmouth City Council logo and the correct exclusion zone between them

• a strapline in the bar

• if there is more than one partner include an ‘about this publication’ page and detail all partners and their involvement

• place multiple partner logos on the back cover of the publication – no more than three logos. If there are more than three then write acknowledgements on the back rather than trying to accommodate all logos

Where funding has been received from a partner who has not provided equal financial support or resources then their logo should not be included on the front cover but should be located on the back, or on the bar.

Co-branding - How to decide on identity

If you are producing posters or flyers space is often limited. Listing logos or organisations is not realistic and you may have to leave them off.

Co-branding examples >

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Work is taking place at Brunel roundabout toimprove safety and make it better for drivers.

Colas, the contractor doing the work on behalf of Portsmouth City Council,is expecting the work to last until May.

Colas and the council are working hard to keep disruption to a minimumand keep neighbours, local businesses and drivers informed.

Brunel roundabout roadworks


For further information Call

0800 000 0000

Diet and lifestyle forolder peopleInformation on eating a balanced diet and lifestyle issues


Co-branding examples

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Where there is an existing partnership with agreed branding, for example Safer Portsmouth Partnership, their branding should be retained.

New Portsmouth partnership logos or branding styles should be developed in consultation with Corporate Communications.

If the other organisation is the lead partner, its branding style should be used. The Portsmouth City Council logo rules on sizes and colour must be adhered to.

Other agencies

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Use when we have put resources into another organisation’s project.

Use when we have joint working arrangements with other organisations.

Use when an external contractor carries out major work on behalf of Portsmouth City Council. We should let our residents know that the organisation is working on our behalf.

You must clearly identify the service being carried out, the contractors name and that the contractor is working for Portsmouth City Council as illustrated.

The arrangement should be written into the contract specification and costs of applying it should be borne by the contractor. Procurement will be able to advise where this requirement needs to be considered and included in the specification and contract.

Council support, funding and contract work

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Directorates within the council are often recognised for national awards, but as they are not awarded to the council as a whole, they cannot be included on corporate stationery. However, if the individual service has received significant external recognition, such as a current Beacon status, one additional logo on specialised leaflets, brochures and adverts can be used if it is important to a particular target audience.

These accredited logos should be used on the back cover so that they do not compete with the city council identity.

Approved accreditations

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6CommunicationCorporate Identity Guidelines

Electronic


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So, you want a website?Before you can go ahead with creating a new website you must talk to the website & e-communications officer in Corporate Communications first. This is because we need to follow government web guidelines, city council branding and comply with the Disability Discrimination Act when we develop web pages. The website & e-communications officer will be able to advise and assist you with any web development projects you want to do.

So what can I do?Services are responsible for their own content on IntraLINK and the PCC website. Each service will have content Authors and Editors who are trained to write content for the Web. They use a Content Management System (CMS) to create and modify information to be displayed. Guidelines for Writing for the Web have been created by corporate communications. It lists the standards and rules that apply to producing IntraLINK and web pages to ensure consistency and accessibility. The guidelines, along with a list of Authors and Editors can be found on IntraLINK under useful information.

Websites

Before you can go ahead with creating a new website you must talk to the website & e-communications officer.


59

EmailElectronic communication is a major part of our corporate identity. We now send out more emails than letters and therefore email is more visible to people than any other form of communication tool we use.

For this reason a standard form of email sign off has been created. You must ensure that it appears at the end of all your emails.

All emails should be default to Arial and be in font size 12.

An instruction on how to create your email signature as well as other email guidelines is available on IntraLINK, go to useful information.

Do not add your own messages or animation to your email signature.

Emails

A.N. OtherYour job title herePortsmouth City CouncilCivic OfficesGuildhall SquarePortsmouthPO1 2AXT: 023 XXXX XXXXE: [email protected]

WWW.Portsmouth.gov.uk

Your name Your job title Your work addresson no more than five lines

Your direct dial telephone numberYour email address

Portsmouth City Council’s website

Electronic communication is a major part of our corporate identity. We now send out more emails than letters.

Your email signature should consist of:

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PowerPoint

PowerPoint examples >

Portsmouth City Council’s PowerPoint presentation slides are available on IntraLINK.

How to use the corporate slidesYou can replace the images used in the templates to give your presentations more meaning. Each slide has guidance on where, how and what size to place text and images.

The size and position of the PowerPoint elements may not be altered in any way.

Your text should be written in Arial.

Avoid the use of clip art or cartoons – they only serve to diminish the seriousness of your presentation. We have a stock image library. Please contact our Graphic Designer - Mark Maguire on 92688651.

If you are delivering a presentation in a learning & development environment please speak with corporate Learning & Development who will provide you with advice on how to adapt the corporate slides to meet the needs of your audience.

Please speak to Corporate Communications for further guidance.

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AdvertisingCorporate Identity Guidelines

7

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Whenever you use advertising the corporate logo should always be used. You should only undertake advertising where it is part of a planned marketing activity. You should give careful consideration to the effectiveness of the advertising versus other means of communication. Talk to the Corporate Communications team about all your advertising needs as they may be able to propose some alternative suggestions which may be more effective in reaching your target audience and be more cost effective.

Artwork for promotional advertising should always be produced by a professional Graphic Designer.

As a minimum you should adhere to the basic guidelines as described in Section 4 – Printed materials. Only strong images should be used – refer to the section on imagery in section 4.

Advertising

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64 8Vehicle LiveryCorporate Identity Guidelines

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Vehicles are used everyday to deliver services across the city. Our vehicles provide us with an opportunity to visibly reinforce our corporate identity.

This section provides guidance on how to apply our corporate identity to vehicles. As vehicles come in all shapes and sizes please refer livery branding queries to the Corporate Communications team for guidance.

The logo, telephone number and the PCC website address should be positioned on the side panels of the vehicle. The size of the livery must be positioned so that its clearly visible from the roadside and must complies with the colour rules on page 11.

The rear doors must display the PCC logo and the PCC website details.

Livery

Examples >

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9& Exhibition StandsCorporate Identity Guidelines

Site Boards, Hoardings

examples >

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Creating an immediate visual impactAny display should communicate by creating an immediate visual impact. See page 47 about using imagery. Our corporate identity should be consistently applied across all mediums.

An example of a template is shown over the page. All materials must be created in corporate templates. Images will need to be of high resolution if they are to be used in large format. See page 47 for information on photography.

Strong images can be used to produce attention-grabbing stands

MerchandiseWe do not recommend or encourage production of merchandise materials without a clear justification for the expenditure. Information should be the merchandise itself, for example Z cards. Please speak with the Corporate Communication team for advice. However pens, pencils are useful. We do not recommend balloons as often they are non-biodegradable, can litter the environment and harm wildlife.

GIS – Geographical Information SystemOur mapping function is carried out by the Geographical Information System (GIS) team. The team can help you with digital and printed maps. They will ensure that copyright has not been infringed and the correct permissions are granted.

You can view maps athttp://www.portsmouth.gov.uk/maps/6629.html

Site boards, hoardings & exhibitions stands

Any display should communicate by creating an immediate visual impact. See page 47 about using imagery. Our corporate identity should be consistently applied across all mediums.

Z card

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Site boards

John Pounds Site RedevelopmentPhase 2- development of a new Community Centre

Start date xx/xx/xx - end date xx/xx/xxWe apologise for any disruption during this period.

Project developed and led by Portsmouth City Council in association withPortsea Action Group 99 Ltd, John Pounds Community Trust Ltd.

Financed by Portsmouth City Council, Single Regeneration Budget Round 5and Active England Fund.

Phone 023 92XX XXXX for more information www.portsmouth.gov.uk

Example of site board

Example of standard of wording.

Try to include:• What is the project about• The start and end dates• An apology for any disruption• A telephone number for more information• The PCC website

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Exhibition stands

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UniformsCorporate Identity Guidelines

10

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Uniforms give staff a corporate appearance and are identifiable to our customers. Uniforms will create an impression of the council, so a corporate style and consistency is very important.

The general guidelines for uniforms are that the material should be dark/navy blue in colour and the logo must always appear on each item of clothing.

Position and size of logoWherever possible the logo should be embroidered and must always appear on the top left-hand side. The logo should be a minimum of 40mm in width.

ColourWhere dark blue is the corporate colour for uniforms, the white logo should be applied. (See page 10 for further information on the logo colours)

If you wish to produce corporate uniforms outside if these guidelines please speak to Procurement or the Corporate Communications team before placing your uniform order, and they can advise you.

Outside uniformsFor most outdoor uniforms the logo will appear centred on the back .

Uniforms

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Uniform examples

74 11AccessibilityCorporate Identity Guidelines

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SHADOWS


Alternative formatsBy law we must make alternative formats available upon request. People often do not realise that alternative formats are available.

All documents produced by Portsmouth City Council must display the alternative format strapline. This can be supplied by the Corporate Communications team.

The RNIB also offers advise relating to supplying information on tape, in Braille, as e-text, on websites and for Deaf/Blind people.Go to: www. rnib.org,uk

Structuring information carefully and using clear and simple text will help us get the message across all potential readers.

Equal representationIt is really important that minority groups are equally represented in all visual communications.

Equal representation in your publication should be considered when you choose images. See page 47.

We have produced a basic checklist to help you consider all of the elements covered in this section.

If you are producing printed documents use the checklist to make sure you have made it as accessible as possible.

You can download the checklist from IntraLINK, go to useful information or talk to the Corporate Communications team.

Making information accessible to everyone

Example of the strapline

You can get all Portsmouth City Council information in large print, Braille, tape or translated by calling 023 92xx xxxx. For translated information, please call:• the Bengali answerphone service on 023 9284 1651• the Cantonese answerphone service on 023 9284 1652

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Publication Checklist You can download the checklist from IntraLINK go to useful information or talk to the Corporate Communications team

77 12

MPs, Elected members and The Lord MayorCorporate Identity Guidelines

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The coat of arms is only ever to be used by the Lord Mayor and for civic functions and gifts.

Under no circumstances can the arms be used for any other purpose without permission.

How to address the Lord Mayor and Lady MayoressPortsmouth was granted letters patent in 1926, which carried with it the title of Lord Mayor for its Leading Citizen.

The Lord Mayor

Before Local Government re-organisation in 1974 any citizen could be Lord Mayor, although in practice it was usually a member of the Council. However, after 1974 it was a requirement that the Lord Mayor nominates his/her own Lady Mayoress/Consort. To date there have been six female Lord Mayors.

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The Lord Mayor is always referred to as “The Right Worshipful the Lord Mayor of Portsmouth”. There is no difference in the form of address for a Lord Mayor who is a lady.

Beginning of a letterFormal - My Lord MayorSocial - Dear Lord Mayor

Ending a letterFormal -Yours faithfullySocial - Yours sincerely

EnvelopeThe right Worshipful the Lord Mayor of Portsmouth

If desired the name, preceded by the Councillor may follow the office. “The right Worshipful” should always be placed before “The Lord Mayor”

Verbal addressMy Lord Mayor, Lord Mayor

Description in conversionThe Lord Mayor, or The Lord Mayor of Portsmouth

How to address the Lord Mayor

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Lady MayoressBeginning of a letterFormal - My Lady MayoressSocial - Dear Lady Mayoress


EnvelopeThe Lady Mayoress of Portsmouth

Verbal addressThe Lady Mayoress of Portsmouth

Description in conversionLady Mayoress, or The Lady Mayoress of Portsmouth

ConsortBeginning of a letterFormal and social addressed by his name


EnvelopeThe Lady Mayor’s Consort followed by their name

Verbal addressBy their name

Description in conversionThe Lord Mayor’s Consort or by their name

How to address the Lady Mayoress and Consort


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How to write to and communicate with Members

When you write to a member you should address your communication to – Dear Councillor XYZ. You can send all written communication to:

Councillor XYZ, The Members Room, 3rd Floor, Civic offices, Guildhall Square, Portsmouth, Hants

When you speak to a member a degree of formality and the use of formal titles of ‘councillor’ should be observed (at least initially) at meetings when the public or third parties are present.

For information about members and voting go to: http://www.portsmouth.gov.uk/yourcouncil/116.html

How to write to and communicate with MPs

You can write to your MP at:

(Your MPs name)The House of CommonsLondon SW1A 0AA

Or at the local party office if you know the address. Go to: http://www.parliament.uk/directories/directories.cfm for more information.

When writing to your MP, please bear the following in mind:

• You should address your MP as ‘Dear [full name] MP’

• Include your address on the letter so your MP knows that you live in his or her constituency

• Begin your letter by saying who you are and what are your concerns

• Explain why you are writing, preferably giving examples and facts

How to address Councillors and MPs

Version one – March 2007

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