the gathering ireland 2013 master brand guidelines

The Gathering Ireland 2013MASTER BRAND GUIDELINES

INTRODUCTION

Welcome to our brand guidelines. You’ll discover all of the elements here that we’ve created to say one thing, with one voice, to the entire world:

The Gathering Ireland... be part of it.

This master brand guidelines document replaces all previous brand and identity guidelines for The Gathering Ireland. Pre-existing brandmarks, graphic elements and design directives are void and should be replaced with those within this document.

THE GATHERING IRELAND_IDENTITY GUIDELINES_2

Section 1 BRAND GUIDELINES

Our Story - Well Told

Why this book & who is it for?

What exactly is The Gathering Ireland?

The Gathering Ireland brand. What does that mean?

Who’s invited to this year-long party?

And the hosts?

Gatherings: from singing & dancing, to fishing & food fairs!

Section 2 BRAND IDENTITY

Our Story - How it Looks & Sounds

The Logo

• Masterlogo• Logoapplication• LogowithURL

Web address

Tagline

Colour palette

Typography

Graphic elements

Photography style

Writing style

Advertising guidelines

Social media

Print

Display

Section 3 CO-BRANDING

Presenting - Our Story...

Logos

Advertising

Displays

Building wrap

Online

Social Media

Contents

THE GATHERING IRELAND_BRAND GUIDELINES_3

INTRODUCTION THE GATHERING IRELAND_IDENTITY GUIDELINES_4SECTION 1: BRAND GUIDELINES

1.0 Why this book & who is it for?

1.1 What exactly is The Gathering Ireland?

1.2 The Gathering Ireland brand. What does that mean?

1.3 Who’s invited to this year-long party?

1.4 And the hosts?

1.5 Gatherings: from singing and dancing, to fishing & food fairs!


Brand GuidelinesOur Story – Well Told

1.0 OUR STORY

Why this book and who is it for?

Welcome to The Gathering Ireland 2013. Given the sheer size and scale of this once in a lifetime global outreach, we want to ensure that we’re all delivering the same enthusiastic invitation to the world.

And to the people within Ireland, we need to issue the same collective call throughout the length and breadth of this island: be part of it.

Along with explaining what The Gathering Ireland is all about, we’ll talk about our unique Irish values, attitudes, behaviours and character. We’ll suggest ways that we can fulfil our promise to deliver a year of unrivalled visitor experiences to our biggest incoming audience ever.

Within Sections 2 & 3 you’ll find more detail on the practical aspects of promoting and marketing ‘The Gathering Ireland’, in terms of its visual communication style i.e. logos and graphics, colour palettes, photography, posters and merchandising.

Enough already?

Don’t worry, the key word here is ‘Guide’. Use this book as your starting point; the most important part is your enthusiastic involvement, however small or spectacular, in turning The Gathering Ireland 2013 into the beginning of a brand new story that we can tell to the world.

This book has been designed for you; our collaborators, our partners, the citizens of Ireland and the world. It’s a plain-speaking guide (we hope!) for everyone involved in this unprecedented year-long celebration of all that is great about Ireland.

I’m an Irishman and proud of it, and I’m proud of the country I was born into. It made me what I am today. I regularly go back home, and I’d invite everyone with a connection to Ireland to go back in 2013 and celebrate what it means to be Irish.

“

”Pierce Brosnan Actor

THE GATHERING IRELAND_BRAND GUIDELINES_61.1 OUR STORY

What exactly is The Gathering Ireland?

It’s a year long celebration of Ireland and all that is great about this small but far reaching island of ours.

It’s a year of international connections and re-connections, as we invite the world to come visit, stay awhile, and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage sites, our poetry, literature, food, drink... and our chat.

Everyone is invited; and not just those with ‘a bit of Irish’ in them! The Gathering Ireland guest-list extends to people who have worked here or who travelled here on business, those whose families have recently made their homes here and those who’ve been planning to holiday here but haven’t made it yet.

2013 is the year to do it!

A calendar of unique gathering events is already taking shape, including some favourite Irish festivals (which will be bigger and better!) and some brand new events for this special year.

Most importantly, an enormous and unparalleled get-together such as this, needs the enthusiastic support of all Irish citizens, united in their mission to spread the word, through their friends and relatives abroad, their social & business networks, their communities, clubs, clans and associations, that 2013 is the year to come visit Ireland and celebrate what makes Ireland unique and special. Read on for some suggestions on organising your own gathering or visit www.thegatheringireland.com.be part of it.

1.2 OUR STORY

The Gathering Ireland brand. What does that mean?

Good Question

We’ve created The Gathering Ireland brand as a way of telling our story more clearly.

It helps us to define what’s unique and special about this event, particularly when we’re communicating with others.

It makes sense that the more familiar we are with The Gathering Ireland as a brand, the more effectively we can promote it and encourage others to participate in it.

Let’s get down it to then

The Gathering Ireland Brand is made up of:

• Our Essence

• Brand Expression

• Brand Effect

• Brand Personality

• Brand Truths


be inspired..

tell your story

1.3 OUR STORYO

U

R ESSENCE

BR

AND EXPRESSIO

N

B

RAND EFFECT

BR

AND PERSONALIT

Y B

RAND TRUTHS

be part of it. Want to get involved

Want to know more

Creates a sense of belonging

Feel empowered

Want to contribute their energy & talent

Feel capable

Feel inspired

Feel included

Feel motivated

Energetic

Entertaining

Welcoming

Engaging

Authentic

Spontaneous

Real

A time to have fun

A year of new connections and old friendships

A national invitation

Enhanced festival & events programme

First of its kind

A chance for everyone to take part

A time to do business

In this one little phrase lies the essence of what The Gathering Ireland is all about – whether at home or abroad, in 2013 we’re all about connecting.

These phrases describe how we’re hoping people will respond to the call. We want them to feel inspired, motivated and keen to get involved and be part of it.

The personality traits of The Gathering Ireland ‘brand’ can also be found in each and every Irish person - which makes it even easier for us to spread the word!

These describe how The Gathering Ireland 2013 translates in real terms; it’s a time to have fun, to renew friendships, to make new social & business connections, to enjoy being Irish and showcase the best of Ireland and Irish culture to a world audience.

A year of Irish Connections

This is the outward expression of the brand essence. It’s what we’re saying to everyone, it’s a rallying call to encourage people to participate and spread the word, but also just be part of it.

Circle of Connection


1.4 OUR STORY

Who’s invited to this year-long party?

Everyone’s invited. Everyone who has ever felt, or wanted to feel a connection to Ireland. Everyone who has ever worked or lived in Ireland. Everyone who thinks their great great great great grandmother might have stopped off in Ireland at some point in the past.

And everyone who ever thought ‘hey, it’s way too hot n’ sticky here in Los Angeles/Sydney/Cape Town, I fancy a holiday somewhere completely different’ – come on over, you’ll love Ireland!

And even better if those same invitees in turn galvanise their own networks and spread the word about visiting Ireland for The Gathering Ireland 2013.

It’s all about the Connections...

Irish-Connections

This large group includes the following key segments:

Irish-born men and women who have moved abroad – yet still maintain close ties with their family and friends in Ireland. They regularly consume Irish media and are usually members of Irish societies and community groups and as such, are relatively easy to connect with.

Those who have lived and worked in Ireland – and who still keep in touch (via social network sites etc) with their Irish workmates, colleagues and friends.

2nd or 3rd generation Irish – this group may have spent time in Ireland on summer holidays as children, but haven’t been back since then. Still proud of their Irish heritage, they’d probably welcome a nudge to bring them back for a visit in 2013.

VisitorsThis group includes both regular visitors to Ireland, and those ‘first-timers’ who we’d encourage to make a special effort to come on over in 2013.

While Ireland is on the ‘bucket list’ to visit for many people around the world, other countries are also on that same list. But given the enhanced festival and events programme alone, this is the perfect opportunity for us to put our country front of mind as their must-visit destination in 2013. The Gathering Ireland is going to be a unique and spectacular year-long series of events.

I am an Irishman first and foremost, and I wouldn’t have it any other way. Being Irish and a citizen of the world has made me truly appreciate Irish culture, music and history.

Whether you’re first or second generation Irish, or even have no connection to Ireland, you should visit in 2013 for a unique experience.

“

”Liam Neeson Actor

1.5 OUR STORY

And the hosts?

As with any party, event or festival, its success is down to the enthusiasm, imagination and commitment of the organisers. And in the case of The Gathering Ireland 2013, we envisage that event-organisers will come from both home and abroad.

Naturally, it’s here at home that the initial groundswell of support – the engine behind this remarkable year – will start to build. But the invitation is already out there to our friends and fellow Irish enthusiasts abroad; those who’d quite fancy the notion of organising a musical, literary, golfing, angling or mountaineering themed event here in Ireland.

To them we extend the call to join the celebration and make the vision of The Gathering Ireland a reality we can be proud of.

But whether we call them hosts or organisers, The Gathering Ireland 2013, will be first and foremost a people-led endeavour. They will be the key players, the ones whose input will shape this year long festival of gatherings. They will be the difference – personally and collectively – as they initiate their own authentic gatherings (from home or abroad) and spread the word that all are welcome to be part of it.

• Parish & Community Groups

• Music & Drama Groups

• Sports & Activity Clubs

• Special Interest/Hobby Groups

• County Associations, Committees & Steering Groups

• Overseas communities that have made Ireland their home

• Schools & Colleges

• Business Groups (with connections abroad)

• Social networks (Facebook, Twitter, Tumblr etc)


get involved!

Some of the following groups have already pledged their support and are organising events:

But it’s not just about groups. We also want to encourage any enthusiastic individuals who may have a notion or a spark of an idea about hosting a gathering event of their own, to sign-up and be part of it too.

1.6 BE INSPIRED - Themes & Suggestions

Gatherings: from singing and dancing, to fishing & food fairs!

So you’ve decided that yes, you want to play your part in this celebration of Ireland by organising your own gathering? Excellent. But you’re stuck for ideas as to what kind of gathering it could be?

Here’s some suggestions that will help get the creative juices flowing:

CommunityWhether it’s a housing estate, parish, town or village, community based groups are ideally placed when it comes to encouraging everybody to get on board and begin organising their own authentic Gathering Ireland event. It could include finding out whether there are any unsung community heroes who’ve made spectacular strides in their particular fields at home or abroad, and who deserve a special homecoming celebration. And if so, 2013 is the year to do it.

Family & ClanThere has never been a better year to organise that family or clan reunion that you’ve been promising for ages. If you’ve moved to Ireland from China, America, Scotland or Togo, this is a great opportunity to invite your family over for a visit, and showcase your culture as part of the celebration of multicultural Ireland. Start spreading the word now and who knows, your Auntie Mary in Minnesota might even have some gathering suggestions of her own!

Food & DrinkIf your town or area is famous for a particular gourmet food or beverage, or if you’re involved in creating delicious artisan edibles, then 2013 is the year to shout it out to the world. Get in touch with other foodies abroad and invite them to participate in a mouth-watering food fair in your town.

Business GatheringsDuring 2013, the Irish business community can take advantage of this celebration to organise meetings, conferences, incentives and corporate get-togethers. Whether you’re organising a team-building exercise or an international conference there are plenty of options for getting your business involved.

Heritage/Tracing your rootsAnyone who’s involved with the many excellent genealogy centres around the country might consider arranging special events to attract overseas visitors interested in tracing their Irish roots... it worked with Obama!


Literature/Film/Arts A shared passion in the creative arts is always a good starting point for a get together. Alongside the well established film and literary festivals that will take place during 2013, if you’re a member of a book club, a film club or any type of artists’ collective, then why not reach out to like-minded souls abroad and get them over here for a weekend of readings, viewings and stimulating chat.

Music/Dance/TheatreWhether your passion is the bodhrán or the bass guitar, the tin whistle or trumpet, why not invite your fellow artists from abroad over to Ireland to take part in a rousing session (or seisúin mór) in your area!

If kicking up your heels is more your thing, don’t wait to be asked, spread the word among your hot-footed friends and arrange an eclectic display of dance in your local area.

And if you believe the world’s a stage and you simply must play your part, then invite your far-flung actor friends to join you in a performance of your favourite play, and if you’re feeling daring, you could even risk an outdoor show or two!

School/College/Friend ReunionIt’s been on your “to do” list for years, but you just haven’t gotten around to organising that long overdue school or college reunion. No problem – 2013 is the perfect year for getting the gang back together again. It just takes one person to send the first email!

Special Interest/HobbiesWhether its beekeeping or botany, coin collecting or carpentry, 2013 is the year to get in touch with fellow enthusiasts at home and abroad and arrange a get together over here in Ireland. And if they’re keen, you might even persuade them to put on an exhibition!

Sport/Outdoor If it’s golf, hurling, football, tennis, running, hiking or frisbee that sets your pulse racing, then get online and if you’re not already connected with one, then find a club anywhere in the world that shares your passion and invite them over for an international games-fest in your town.

We often take it for granted, but virtually every town in Ireland is a mere hop, skip and jump away from countryside replete with mountains, lakes, forests, rivers and majestic coastline. If the great outdoors is your passion, you might think about inviting friends or overseas work colleagues to visit for an adventurous team-building week like they’ve never experienced before!

AgricultureIt could be ploughing, turf-cutting, sheep-shearing, baling-hay, milking cows or churning butter (the old fashioned way!); whatever set of farming skills you posess, why not match them against other farmers abroad by hosting an agricultural fair in your town, where you can showcase the best of Irish farming practices to the rest of the world or get involved in a spot of bog snorkelling or welly throwing!

EducationThey say the school years are the best years of your life. For the thousands of international students who have passed through our education system, this is the perfect opportunity to relive those years and reignite those old connections with Ireland and revisit your old favourite haunts.

1.6 BE INSPIRED - Themes & Suggestions

For all of the above suggestions,

it might not be as simple as ‘build

it and they will come’, but having

just one great idea and the gift

of the gab is a great place to start!

Visit www.thegatheringireland.com to add your event and invite your connections.

connections & reconnections

The Gathering Ireland_BRAND IDENTITY GUIDELINES_13INTRODUCTION

2.0 The Logo

•Masterlogo•Logoapplication•LogowithURL

2.1 Web address

2.2 Tagline

2.3 Colour palette

2.4 Typography

2.5 Graphic elements

2.6 Photography style

2.7 Writing style

2.8 Advertising

2.9 Social media

2.10 Web Guidelines

2.11 Print

2.12 Display

2.13 Promotional Materials

THE GATHERING IRELAND_IDENTITY GUIDELINES_13SECTION 2: IDENTITYGUIDELINES

Brand Identity Guidelines Our Story – How it Looks & Sounds

2.0 MASTER LOGO THE GATHERING IRELAND_IDENTITY GUIDELINES_14

The Gathering Ireland logo consists of a logotype and graphic icon, set within specific proportions and relationships. For the brand to communicate coherently it is essential that the brandmark is reproduced correctly and consistently.

TGI_logo_Green_Pos TGI_logo_Green_Rev

POSITIVE COLOUR LOGO REVERSE COLOUR LOGO

TGI_logo_BlackTGI_logo_White

BLACK LOGO WHITE LOGO


MINIMUM CLEAR SPACE

When using The Gathering Ireland logo, a clear space area guarding against the encroachment of typography, illustrations or any other graphic elements must be maintained, as indicated above.

MINIMUM SIZE

When applying any version of The Gathering Ireland logo it should not appear at a size of less than 25mm across, as indicated above.

It is important that The Gathering Ireland logo always appears clearly and legibly. Please follow the guidelines below to ensure the brand is consistently represented.

Please use master digital artwork when using The Gathering Ireland logo to avoid the mistakes illustrated below and to ensure consistent brand recognition and integrity.

Do not mix the colour palette in any way other than in the digital artworks provided.

Do not change the proportional and positional relationships or delete elements of The Gathering Ireland logo.

Do not place the logo over busy images.

2.0 LOGO APPLICATION

Do not stretch or condense the logo.


In all external communications, The Gathering Ireland logo must always be accompanied by the web address. There are two options that can be used depending on the space available.

TGI_logo_White_url

TGI_logo_Black_url

TGI_logo_Green_Pos_url

TGI_logo_Green_Rev_url

Applications that do not include the web address mark should use the logo version with web address lock-up as shown.

10th – 20th August

2.0 LOGO WITH URL

OPTION 2: LOGO WITH URLOPTION 1: LOGO AND WEB ADDRESS

TGI.com_White

Where space allows the Gathering logo should be included on the right with thegatheringireland.com web address on the left as shown.

Additional examples are shown in co-branding section 3

TGI.com_LightGreenTGI_LightGreen_Rev


Our web address serves as our primary call to action in our communications. We have a custom web lock-up to go on all our touchpoints and external communications.

2.1 WEB ADDRESS

TGI.com_DarkGreen_Rev

TGI.com_WhiteTGI.com_Pos_2Colour

The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage sites, alongside hundreds of unique gathering events... be part of it.

The Gathering Ireland 2013

For advertising the web address may be set in any of The Gathering Ireland brand colours. The logo version with url lock-up can be used if space is limited.

The Gathering Ireland 2013. It's a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events... be part of it.

TGI.com_DarkGreen

THE GATHERING IRELAND_IDENTITY GUIDELINES_182.2 TAGLINE

The ‘be part of it.’ tagline is set in lowercase stag bold. It can be translated into various languages. Contact the brand manager with any requests.

be part of it.minimum size in Stag 12ptbe part of it.

The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events.

one year... one big celebration

be part of it.


seien Sie dabei.GERMAN

glac páirt.IRISH

faire partir.FRENCH

być jej częścią.POLISH

být součástí.CZECH

TGI_logo_Green_Pos_T

TGI_logo_Green_Rev_T

TGI_logo_Black_T

TGI_logo_White_T

A version of the brandmark locked up with the ‘be part of it.’ tagline is available for limited usage and must be approved by the brand manager.

The tagline is usually used as a sign-off at the end of a message. It can also be used in text where suitable.

THE GATHERING IRELAND_IDENTITY GUIDELINES_192.3 COLOUR PALETTE

The Gathering Ireland WINE

Pantone® 208

Print: C0 M100 Y36 K37 Screen: R163 G0 B70

PRIMARY PALETTE

The Gathering Ireland DARK GREEN

Pantone® 357


The Gathering Ireland GREEN

Pantone® 375


The Gathering Ireland RED

Pantone® 199

Print: C0 M85 Y10 K0

Screen: R239 G80 B145

The Gathering Ireland ORANGE

Pantone® 137


The Gathering Ireland AQUA

Pantone® 3275


The Gathering Ireland BLUE

Pantone® 314


The Gathering Ireland AQUAMARINE

Pantone® 5473


The Gathering Ireland YELLOW

Pantone® 116


The Gathering Ireland LIME

Pantone® 381


The Gathering Ireland SILVER

Pantone® 877

The Gathering Ireland CHARCOAL


The Gathering Ireland GOLD

Pantone® 871

GREY

Print: C0 M0 Y0 K50

LIGHT GREY

Print: C0 M0 Y0 K30

LUXURY PALETTE

TERTIARY PALETTE

The Gathering Ireland RED

Pantone® 1925

Print: C0 M100 Y55 K0

Screen: R237 G21 B86

SECONDARY PALETTE

THE GATHERING IRELAND_IDENTITY GUIDELINES_202.3 COLOUR PALETTE: COMBINATIONS

DARK GREEN GREEN

Our communications should be bright and attention catching. The colour combinations below are some suggestions for creating impactful communications. Tints of the brand colours can also be used where appropriate. The brand colours can also be used with white.

The light and dark green is our primary colour combination.

For applications where a less vibrant colour palette is appropriate the brighter Gathering Ireland colours can be paired with a more neutral grey colour palette.

Use the bright Gathering Ireland colours with a darker colour to create vibrant and noticeable communications. Choose the colours that complement the images you are using.



It's a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events...


be part of it.

GREEN AQUA ORANGERED WINE RED

GREYAQUA GREYORANGE

Full-page Advert

Quarter-page Advert

Website

THE GATHERING IRELAND_IDENTITY GUIDELINES_212.4 TYPOGRAPHY

Our typography is important in setting the contemporary and conversational tone of our communications. The standards that follow should be used to provide a consistent recognisable style to our communications while still allowing for flexibilty.

modernfriendlynoticeable fun WEIGHTS: STAG BOOK, STAG BOLD

Our main typeface is Stag. Stag bold is used for headlines, pull quotes, short highlighted paragraphs and top level bullet points.

LightRegularmedium boldWEIGHTS: BLISSEXTRALIGHT,BLISS LIGHT, BLISS REGULAR, BLISS MEDIUM,BLISS BOLD, BLISS EXTRA BOLD, BLISS HEAVY

Our body copy typeface is Bliss. It is a clear sans serif with a variety of weights for establishing an information hierarchy.

RegularBold

WEIGHTS: CALIBRI REGULAR, CALIBRI BOLD

Our digital typeface is Calibri. It’s only used when our primary typeface is unavailable such as digital applications such as powerpoint and word documents.

Bliss can be purchased at: www.type.co.uk/www.typography.netStag can be purchased at: www.vllg.com

Headline Font Body Copy Font Digital Font

THE GATHERING IRELAND_IDENTITY GUIDELINES_222.4 TYPOGRAPHY

It is important to keep typography clean and modern. Where possible leave white space for the information to breathe, cramped layouts can be unappealing to read. Create an information hierarchy by highlighting intro paragraphs, and highlighting pull quotes from the main body of text.

What is The Gathering Ireland?

Last year the Irish Government announced a new initiative ‘The Gathering Ireland’ to welcome people from around the world to connect with Ireland and its people in 2013. “Since the initiative was announced, the phones have gone wild” says Jim Miley, Director of The Gathering Ireland. “People in Ireland love the idea of organising special gatherings and events to showcase the best of Irish tradition and culture. It’s a great excuse to throw a party. Just think of the possibilities! And you won’t be able to see it on TV. You’ve got to be here to experience it first-hand”.

Calendar of Events

A packed calendar of local gatherings is planned for 2013 with communities, towns and villages across Ireland already busy planning events and festivals. Corporations have organised conventions and reunions. Families and clans are reaching out to their namesakes far and wide.

Ireland’s favourite festivals have developed exciting new programmes to help visitors truly be part of it. Some of these will be familiar to many but will be bigger and better than ever before. And some will be brand new for 2013.

Ireland may be a small country, but the Irish have put down roots all over the world. Today over 70 million people worldwide now claim Irish ancestry, quite something, considering the total Irish population of today is just 5.6 million.

“ You’ve got to be here to

experience it first-hand...

you won’t want to miss it. ”

1 Headlines are larger than body copy and are set in Stag Bold at 22pt. These are usually highlighted in The Gathering Ireland colour you are using in your document.

2 Subheadings are set in the same size as the body copy but in Bliss bold and can be in the same charcoal as the text or whatever brand colour you are using.

3 Body copy is usually set in charcoal Bliss Light or Regular at 9 pt.

4 Pull quotes are set in Stag bold at 15pt in whatever brand colour you are using in your layout .

5 If you are setting body copy for text in a print advert with space restrictions, using black text on white will make the copy more legible at small sizes.

About the Gathering Ireland

SAMPLE ADVERTORIAL

Typesetting The Gathering Ireland

1

2

3

4

The Dot Wave and Line Wave are used together to create a sense of connecting people. This graphic should only be used cropped closely to show small sections and should bleed off the bottom of the page. It is used in white and a colour complimentary to your background colour.

Secondary Graphic DOT & LINE WAVE

The Dots are used with imagery to create a sense of connection between images in circular frames. This device is used within communications documents to enhance the design but should not clutter the layout. It should not be placed over flat images where there is nothing to highlight.


The tri-spiral from the brandmark is one of our main graphic devices. It should bleed off the edge of the page to create a sense of excitement and celebration and can be used in full colour or tints.

2.5 GRAPHIC ELEMENTS

Primary Graphic TRI-SPIRAL

Tertiary Graphic DOTS

The Swoop device is used to hold text at the top or bottom of a layout. It is used in a colour complimentary to your background colour and white.

Graphic Application THE SWOOP


There will be so much going on

in Ireland in 2013.

Already, there is great excitement and anticipation, with lots of Irish people at home and abroad now thinking about what they can do to be part of The Gathering Ireland 2013.

2

SECONDARY GRAPHIC: DOT & LINE WAVE

The dot & line wave graphic is used in advertising and to add texture to layouts without imagery, creating a sense of movement and excitement.

2.5 GRAPHIC ELEMENTS USAGE

PRIMARY GRAPHIC: TRI SPIRAL

The large dot graphic should not be used over empty landscape as there is no element to highlight.

This is the primary graphic element, it can be used over solid colour, bleeding off the edge of the layout to create a sense of excitement.

The tri-spiral graphic should not be used floating in the centre of images.

The dot & line wave graphic should never be seen in it’s entirety or floating in the middle of the screen, it needs to be cropped appropriately.

TERTIARY GRAPHIC: DOTS

The Dots are only used in publications where a combination of images are featured.


Usage: STATIONERY/ADVERTISING

be part of it.

Join us for a year-long celebration of everything Ireland has to offer. Packed full of one-off events and unmissable gatherings, 2013 will be a year to remember.

Find out how you can play your part:

Usage: INSIDE BROCHURES/ADVERTORIALSUsage: DISPLAY/PROMOTIONAL ITEMS

be part of it.

One year, hundreds of unmissable events...

It's a spectacular, year-long celebration of Ireland and all things Irish…

And everyone's invited.

Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events...

be part of it.

THE GATHERING IRELAND_IDENTITY GUIDELINES_252.6 PHOTOGRAPHY STYLE

Our photography captures those unique experiences that will inspire people to visit and be part of The Gathering Ireland. We’re not just showing the destination of Ireland; we’re evoking the spirit of The Gathering Ireland.

Prospective visitors and participants should be able to imagine themselves in the scene, creating their own unique experiences. Photography should feature real people and authentic experiences, always depicting the warmth and welcome that Irish people are famous for.

The Gathering Ireland is about people genuinely connecting with their surroundings and other people. Imagery of groups of people interacting helps capture this idea – from groups of two to a thousand.

Do’s

– Use full colour photography, this is about a realistic image of Ireland today

– Tell a story

– Feature real people who reflect potential visitors.

– Be inclusive. Everyone is invited

– Use group shots with focus on individuals having fun

– Use photos from a viewpoint that is accessible, so limit aerial shots

– Use images from the visitors point of view so the viewer can imagine themselves in the scene

– Choose images with clear space so a headline can be added if needed

Ask yourselves these questions when choosing imagery:

• Is it natural and realistic?

• Are the participants engaged in the moment?

• Does it look inviting/inclusive?

•Does it look like it’s in Ireland?

•Does it tell a story?

• Do the people look natural and unposed?

• Does the lighting and content have a natural characteristic warmth?

• Can I imagine myself or someone I know

getting involved?

Don’ts

– Photography should not be overtly staged or posed

– Don’t use images of large groups of people with no focal point. Remember it’s not about size it’s about people sharing enjoyment

– Don’t try and say everything in one image. A combination of snapshots may be more effective

– Don’t avoid images of bad weather, this is a year-long event

– Stock images should be avoided where possible

The Gathering Ireland image library is available at: brand.thegatheringireland.com


Our photography is divided into three tiers, depending on what the image depicts or communicates.

Tier 1:

Hero Experiences

These images show people in a distinctly Irish setting, embracing an experience that aligns clearly with The Gathering Ireland promise. They should evoke the spirit of The Gathering Ireland – a celebration of all things Irish – and should be inviting and inclusive.

Usage: These images are typically used in primary applications such as advertising, trade shows and publication covers.

Tier 2:

Secondary Experiences

These images show compelling Irish experiences. These will create a sense of place or link back to the various themes under which the individual gatherings are being organised. These images should be consistent with the promise of the ‘island of unique character and characters’.

Usage: These images are primarily used in primary and secondary applications, such as inside publications or in web content.

Tier 3:

Supportive Images

These images are useful for setting the context for our hero experiences or secondary experiences. They can portray subjects like local personalities, communities, friends and family, homecomings, food, festivals and architecture that you will experience during The Gathering Ireland.

Usage: These images are only used in association with Tier 1 or Tier 2 images to support specific editorial or to promote individual events.



Pride

2.6 PHOTOGRAPHY STYLE

Tier 1:

Hero Experiences

Authentic

Inclusive Spontaneous

Tier 2:

Secondary Experiences

Witty

Celebration Sense of place

Surprising Accessible

Nostalgia

Dramatic

Pride-of-place



Tier 3:

Supportive Images Image Categories

•People

•Community

• Business gatherings

•Family & clan

•Food & drink

•Activities

•Entertainment

•Culture & heritage

• Special interests & Hobbies

•Sport/outdoor

•Agriculture

•Education

•Local heroes

•Scenic Ireland

•Festivals & events

These images are only used in association with Tier 1 or Tier 2 images to support specific editorial or to promote individual events. images should convey specific experiences from the categories listed opposite.



NO POINT OF FOCUS

FOCUS ON HAPPY PEOPLE

2.6 PHOTOGRAPHY STYLE

It’s not about the size of the group, it’s about people enjoying a shared occasion. Focus on group shots that highlight people having fun.

Ensure that the lighting and colour makes the scene look exciting and inviting, not washed out.

WASHED OUT COLOUR

VIBRANT COLOUR

Photographs taken from the participants perspective lets the viewer feel more involved in the scene.

WATCHING FROM AFAR

IN THE THICK OF IT



Communities, villages and towns

throughout Ireland will be organising a packed calendar of gatherings, festivals and events to welcome people with Irish connections from all over the world.

3

2.6 PHOTOGRAPHY STYLE USAGE GUIDE

Tier 1

Inspirational

Celebration

Participation

Warm

Inviting

Accessible

Inclusive

Pride in place

Nostalgia

Vibrant

Spontaneous

Engaging

Fun Experiences

Authentic

Witty

Images should capture as many of the following as possible:

2013 is going to be an incredible year in Ireland with a packed calendar of local gatherings and events.

be part of it.

Last year the Irish Government announced a new initiative “The Gathering Ireland” to welcome people from around the world to connect with Ireland and its people in 2013. “Since the initiative was announced, the phones have gone wild” says Jim Miley, Director of The Gathering Ireland. “People in Ireland love the idea of organising special gatherings and events to showcase the best of Irish tradition and culture. It’s a great excuse to throw a party. Just think of the possibilities! And you won’t be able to see it on TV. You’ve got to be here to experience it first-hand”.

The Gathering Ireland 2013 will be a spectacular year-long celebration of Ireland and all things Irish. With the focus on Ireland’s vibrant living culture, language, heritage and people, 2013 is a chance for everyone to experience Ireland like never before.

A packed calendar of local gatherings is planned for 2013 with communities, towns and villages across Ireland already busy planning events and festivals. Corporations have organised conventions and reunions. Families and clans are reaching out to their namesakes far and wide.

Ireland’s favourite festivals have developed exciting new programmes to help visitors truly be part of it. Some of these will be familiar to many but will be bigger and better than ever before. And some will be brand new for 2013.

Ireland may be a small country, but the Irish have put down roots all over the world. Today over 60 million people worldwide now claim Irish ancestry, quite something, considering the total Irish population of today is just 5.6 million.

On this special occasion of the Emerald Isle Classic in Dublin, Ireland has had the opportunity to welcome over 30,000 American football fans to experience an all-Irish weekend of fun. We’re sure you’ve soaked up the culture. You’ve sampled some of the local brews. You’ve seen some beautiful scenery and you’ve met some of the locals.

But, you ain’t seen nothing yet. So tell your friends and family, spread the word that 2013 is the time to gather in Ireland.

Maybe you have an Irish name? An Irish Grandma? An Irish hobby? Maybe you’ve studied or worked in Ireland? Or perhaps you love Irish food, music or literature? Or maybe you just have a life-long desire to explore Ireland from top to bottom? Well, 2013 is the perfect year to come back to Ireland and explore old connections and discover new ones. And the best time to come and experience for yourself, in a unique and special way, the céad míle fáilte (one hundred thousand welcomes) that the Irish are famous for.

Log on to www.thegatheringireland.com to see what the people of Ireland have planned for 2013 and make sure your trip to Ireland next year provides memories that will last a lifetime.

For information on planning your vacation see www.discoverireland.com

Islanders on Valentia, o� the coast of Kerry, will invite those who have lived, worked or visited the island to return for a weekend of reminiscing, storytelling, renewing old friendships and making new ones; celebrating the contribution of many to Valentia and inviting new visitors to the island to learn about island life through decades past.

The people of Foxford, Co Mayo will beinviting family, friends and visitors to spina yarn in a large tapestry on a traditional loom in, Co Mayo.

Celebrating its 400th anniversary in the year of the Gathering, Carrick-on-Shannon will invite all Leitrim people who have moved away from the county to return and gather to join the festivities in 2013.

Some gatherings...

“It’s a great excuse to throw a party. Just think of the possibilities! ”

Next year, Ireland is throwing one hell of a party. It starts at 00.01 on January 1st and doesn’t stop until 00.00 on December 31st (but hey, in Ireland – who’s counting?!).

All you need to do is decide when you are dropping by to join the festivities.

Tier 2

Tier 3

Tier 1

Tier 2

Tier 3

Tier 2


discoverireland.com/thegatheringireland

The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events... be part of it.


2.7 WRITING STYLE THE GATHERING IRELAND_IDENTITY GUIDELINES_31

When writing copy it is important to use a consistent style that is simple, straightforward and engaging. Speak to people the way you would like to be spoken to; no grandiose promises, no exaggerations. Keep it simple, conversational, short and sweet.

Do’s

– Paint a picture in the reader’s mind

– Talk to the reader on a one-to-one basis

– Keep sentences short and punchy

– Keep it simple and conversational - plain English/Irish please

– Reference modern & historical Ireland

– Tell it as it is

Don’ts

– Don’t bore the reader

– Don’t waffle on and on and on and on

– Don’t get overly technical

– Don’t overload with dates and facts and figures

– Don’t get too clever

– Don’t be patronising or pretentious

Down to earth

Natural

Witty

Irish

Charming

Inclusive

Welcoming






be part of it.

HALF PAGEFULL PAGE QUARTER PAGE



be part of it.

The Gathering Ireland 2013. It's a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage sites, alongside hundreds of unique gathering events... be part of it.


2.8 ADVERTISING

In advertising communications, colours should be selected to complement the hero image you are using.

THE GATHERING IRELAND_IDENTITY GUIDELINES_332.9 SOCIAL MEDIA GUIDELINES

The Gathering Ireland tone of voice should be kept consistent throughout social media. Messaging should be warm, conversational and inclusive, we want to get people involved in the conversation about Ireland as well as The Gathering Ireland.

FACEBOOK www.facebook.com/thegatheringireland

The facebook timeline image should be constantly changing to reflect the breadth and diversity of people and events involved in The Gathering Ireland. Content should be consumer facing to motivate people to be part of it. Posts can include anything relating to Ireland from interesting Irish souvenirs to the best recipe for colcannon. See some suggestions below to get the conversation started.

Ideas for original Irish souvenirs i.e.Dublin print www.meandhimandyou.com

The best potatoe recipes www.thedailyspud.com

Create an online network with immigration centres worldwide

Videos of Irish characters and stories www.storymap.ie

TWITTER @GatheringIRL

The Gathering Ireland is about starting a global conversation. We can discuss anything that stirs people’s interest in Ireland and all things Irish.

TWITTER HASHTAG #gatheringireland

We would encourage all users to include our hashtag #gatheringireland in their tweets about their events or other Irish newsworthy items.


LINKED IN The Gathering Ireland 2013

Temple Bar TradFest 2013, Ireland's premier celebration of Irish music and culture, will take place in January on the cobblestone streets of Temple Bar in Dublin. Each year, TradFest brings together some of Ireland's top traditional musicians and a few friends from overseas.Read more • Get Tickets

Temple Bar TradFest

I Ireland

There’s lots to look forward to this

month, from New Years Eve festival

in College Green to welly-throwing

in Castlebar....

01.01.13

The gathering kicks off this year when Navy face Notre Dame in the newly constructed Aviva Stadium on Saturday 1st September 2012. The game will be a full NCAA regular season game and the outcome is expected to have a major effect on both teams National Championship prospects.

The gathering kicks off this year when Navy face Notre Dame in the newly constructed Aviva Stadium on Saturday 1st September 2012. The game will be a full NCAA regular season game and the outcome is expected to have a major effect on both teams National Championship prospects.Read more • Get Tickets

Navy vs Notre Dame

Our Partners

www.FAI.ie

supporting the gathering ireland

Find out about Scout-ing gatherings this year...

be part of it.

our partners

be part of it.

MENU OPTION 1

MENU OPTION 2

MENU OPTION 3

MENU OPTION 4

Join the discussion on Ireland and all things IrishSee the discussion

EZINE

Our ezine should contain a brief overview of the most exciting events, gatherings and conversations which link back to The Gathering Ireland site for more information. The Gathering Ireland newsletters will be segregated to address specific audiences - consumer, business, partners etc.

2.9 SOCIAL MEDIA GUIDELINES

The Gathering Ireland tone of voice should be kept consistent throughout social media. Messaging should be warm, conversational and inclusive. We want to get people involved in the conversation about Ireland as well as The Gathering Ireland.

PINTEREST

A SAMPLE CO-BRANDED LANDING PAGE

Try to keep in mind the audience for our different social media outputs. For example our linked in profile will be more professional and business orientated than our facebook profile.

YOUTUBE

SOCIAL MEDIA AUDIENCE

THE GATHERING IRELAND_IDENTITY GUIDELINES_352.10 WEB GUIDELINES

The Gathering Ireland website should function as a platform for people all over the world to get involved in The Gathering Ireland, to talk to other people in the forum and to plan and promote their gatherings.

Georgia – serif

Trebuchet – san serf

Our partners can include The Gathering Ireland branded sections on their site, but there should always be a link to www.thegatheringireland.com. All landing pages should use the full brand title in the url, e.g. www.yourwebsite.com/thegatheringireland

THEGATHERINGIRELAND.COM CO-BRANDED LANDING PAGE

WEB FONTS

The Gathering Ireland fonts are Stag and Bliss. In web applications where it is not possible to uses these, Stag can be replaced with a similar modern serif such as Rockwell or Clarendon. Where universal web fonts are required please use the below.


be part of it.The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world renowned heritage sites, alongside hundreds of unique gathering events.

How the Gathering Ireland 2013 can work for you.

There will be so much going on

in Ireland in 2013.

Already, there is great excitement and anticipation, with lots of Irish people at home and abroad now thinking about what they can do to be part of The Gathering Ireland 2013.

2

2.11 PRINT

SAMPLE DOCUMENT COVER & SPREADS

Communities, villages and towns

throughout Ireland will be organising a packed calendar of gatherings, festivals and events to welcome people with Irish connections from all over the world.

3

Gathering Ireland documents should use the full gathering colour palette combined with the graphic elements and imagery to create dynamic and exciting layouts.

DESIGN GUIDELINES

• Strong emphasis on imagery

• Clear and uncluttered layouts

• Primary palette for covers

• Secondary palette for inside spreads

SAMPLE POSTER




Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world renowned heritage sites, alongside hundreds of unique gathering events...

be part of it.



Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world renowned heritage sites, alongside hundreds of unique gathering events...

be part of it.

2.12 DISPLAY

PULL-UP EVENT BANNERS

céad míle fáilteone hundred thousand welcomes

be part of it.

TGI_Pull-up_3Images_LightGreen TGI_Pull-up_3Images_DarkGreen

TGI_PULL-UP_Info_DarkGreenTGI_PULL-UP_Info_LightGreen

TGI_PULL-UP_Swoop_LightGreen TGI_PULL-UP_Swoop_DarkGreen

TGI_PULL-UP_Swoop_White


STREET BANNERS

2.12 DISPLAY

FAN ZONE

LIGHTING PROJECTION SEQUENCE

be

pa

rt o

f it.



LARGE DISPLAY STAND

2.12 DISPLAY NOMADIC STANDS & BACKDROPS

ac

tion

-pa

cked year

glo

bal gathering

Irish

con nection

s

ye

ar

-lon

g celebration

be part of it.

DESIGN OPTIONS

These are used to give The Gathering Ireland a visible brand presence at events such as exhibitions, promotions and festivals.

POSTCARDS

THE GATHERING IRELAND_IDENTITY GUIDELINES_402.13 PROMOTIONAL MATERIALS

Wish you were here... Wish you were here...

Wish you were here... Wish you were here...

The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Experience our vibrant culture, language, heritage and people like never before. Don't miss this chance of a lifetime, come on over... be part of it.

You’re invited!

STICKERS


A year of celebrations...be part of it.


PROMOTIONAL CUBES

BUNTING

2.13 PROMOTIONAL MATERIALS

INTRODUCTION THE GATHERING IRELAND_IDENTITY GUIDELINES_42

Corporate Templates* Presenting - Our Story

3.0 Logos

3.1 Advertising

3.2 Display

3.3 Building wrap

3.4 Online

3.5 Social Media

SECTION 3: CO-BRANDING THE GATHERING IRELAND_CORPORATE TEMPLATES_42

Co-branding Partners & Sponsors


be part of it.The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world renowned heritage sites, alongside hundreds of unique gathering events.

There is also a ‘Supporting The Gathering Ireland’ logo for our partners to use on their communications. All communications should also include The Gathering Ireland url, either seperately or locked up with the logo.

A logo pairing may can be created where The Gathering Ireland master logo comes first followed by the supporters logo with ‘Supported by’ set in either the supporting brands font or bliss.

SupportingTGI_logo_Green_Pos

SupportingTGI_logo_Green_Rev

SupportingTGI_logo_Black

SupportingTGI_logo_White

be part of it.

USAGE EXAMPLE Display Stand

Supported by

Supported by

USAGE EXAMPLE Poster

3.0 CO-BRANDING LOGOS

OPTION 1 OPTION 2

Supported by

HORIZONTAL

VERTICAL




discoverireland.com/thegatheringireland

The Gathering Ireland is a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events... be part of it.

3.1 CO-BRANDING ADVERTISING

It's a spectacular, year-long celebration of Ireland and all things Irish… And everyone's invited. Join the celebration as we invite the world to visit and enjoy our unique culture, stunning scenery, heart-lifting music, world-renowned heritage-sites, alongside hundreds of unique gathering events... be part of it.


HALF PAGEFULL PAGE QUARTER PAGE


If you require advertising artwork for a format that is not included in our templates please contact the brand manager.


CO-BRANDING DISPLAYS STREET BANNERS

3.2 CO-BRANDING DISPLAY

be

pa

rt o

f it.


TGI_PULL-UP_Swoop_co-branding_WhiteTGI_PULL-UP_Swoop_co-branding_DarkGreenTGI_PULL-UP_Swoop_co-branding_LightGreen



Supported by

3.3 CO-BRANDING BUILDING WRAP

BUILDING WRAP

There are a number of options available for showing your organisation’s support for The Gathering Ireland. Please contact the brand manager to discuss the possibilities.

This is just the kick off...

be part of it.

Wait until you see 2013...

THE GATHERING IRELAND_IDENTITY GUIDELINES_473.4 CO-BRANDING ONLINE

Download The Gathering Ireland email banner and import it into your email signature to let people know you’re part of The Gathering Ireland.

EMAIL BANNER OPTION

EMAIL LOGO OPTION

ANIMATED GIF WEB BANNER

The email signature should be included in all correspondance. Add a hyperlink to the banner in your signature to link to www.thegatheringireland.com

Supported by

The web banner should link to www.thegatheringireland.com or a Gathering Ireland branded landing page on your website. The landing page must include the brand name in full in the url e.g. www.yourwebsite.com/thegatheringireland

CO-BRANDED LANDING PAGE

This is just the kick off...


LINKEDIN The Gathering Ireland 2013

PINTEREST The Gathering Irl

TWITTER @GatheringIRL

YOUTUBE Gathering 2013

FACEBOOK www.facebook.com/thegatheringireland

3.5 CO-BRANDING SOCIAL MEDIA

We’re encouraging all our partners to engage with us as much as possible on our social media channels.

TWITTER HASHTAG #gatheringireland

PARTNERS The Gathering Ireland presence

For more information on The Gathering Ireland please contact:

Arás Fáilte, The Gathering Ireland Amiens Street, Dublin 1, Ireland

Tel: +353 (0)1 884 7777 Email: [email protected]

the gathering ireland 2013 master brand guidelines

Documents