Brand guidelines - Suffolk Coast & Heaths AONB · Icon-only version (digital) Digital and social media ... Brand Guidelines ... rather than overpowering it

Area of Outstanding Natural Beauty

Brand guidelinesSuffolk Coast & Heaths AONB

Version 1.1 August 2012

2. Welcome

3. Tone of voice

4. Identity

9. Typography

11. Colour

13. Photography

14. Woodcuts

17. Application

Contents

| 1 Suffolk Coast & Heaths AONB | Brand Guidelines Contents

| 1

Welcome to the AONB

SharingA word that captures our ambition

Talking about the AONB and the AONB team

Please refer to the area initially as the ‘Suffolk Coast & Heaths Area of Oustanding Natural Beauty (AONB)’. From then on it can be shortened to the ‘AONB’.

We recommend use of an ampersand, rather than spelling ‘and’ in full. This ensures consistency between the brand name when written and the logo.

When referring to specific work produced by the team, ‘the AONB team’ is our preferred description.

It’s never:

The Suffolk Coast & Heaths team, SCHT, Suffolk Coast & Heaths, the team or the AONB Unit. For example:

The Suffolk Coast & Heaths Area of Outstanding Natural Beauty (AONB) is a unique and distinctive landscape. There are lots of opportunities to get out and about in the AONB, along with a number of events hosted by the AONB team.

Suffolk Coast & Heaths Area of Outstanding Natural Beauty (AONB) is a distinctive area of legally protected countryside, towns and villages in east Suffolk. It’s cherished for its relatively undeveloped, tranquil landscape and stunning natural and cultural history. The AONB stretches from Kessingland in the north to Shotley Peninsula in the south, and is characterised by shingle beaches, heathland, forest, estuaries and iconic coastal towns.

Twenty-six organisations work together to care for the Suffolk Coast & Heaths AONB. This Partnership is coordinated and supported by the AONB team, a small team of dedicated staff. The AONB team champions the conservation of the area, providing a lead on key issues and supporting and facilitating the work of others.

Suffolk Coast & Heaths AONB | Brand GuidelinesWelcome to the AONB

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Tone of voiceUse short and punchy sentences to add interest. Nothing unnecessary: no waffling.

Share the facts, but don’t forget the benefits.

Strong calls to action.

No jargon.

Our principles

Practical

Guiding

Quietly authoritative

Confident

Positive

Welcoming

Expert

Inspiring

Real

The Suffolk Coast & Heaths AONB team...

is a friendly, independent and

authoritative voice.

empowers people to get involved.

is robust, grounded

and approachable.

wants people to love the landscape

as much as we do: to use it,

and to care for it.

The tone of voice we use is vital in communicating the quality and value of this protected landscape.

If we tell people our story in the right way, we’ll inspire them to join in.

Encouraging and assuredWords that capture our tone of voice

| 3 Suffolk Coast & Heaths AONB | Brand Guidelines Tone of voice

Identity


Honest brokerWords that capture our image and personality

| 4 Suffolk Coast & Heaths AONB | Brand Guidelines Identity

Clear space

It’s important to keep some clear space around the logo.

As a rule of thumb, imagine the ‘H’ of Heaths, at its full height to the left, base and right, and double from the text at the top.

That’s the area you need to keep clear of other content around the logo.

The official brand artwork is set up for you in this way.

Minimum size

This full logo can, at a pinch, be printed as small as 22mm wide. This is legible in print, though not digitally.

In certain circumstances it is important to demonstrate that the AONB is part of a national network of AONB’s. This can be done through the use of the National Association for AONB’s logo. Use of this logo will be decided on a case-by-case basis. If in doubt contact the AONB team.

22mm 11mm


Primary logo

Whenever possible, use the full logo. It helps us to maintain brand impact and consistency.

If you’re including the logo in your work, please use the offical artwork.

There are some circumstances where you might not be able to use the full logo; for example, if the space available is limited or if the publication is printed in only one colour. If in doubt, please ask the AONB team who will be happy to advise.

Icon-only version (digital)

Digital and social media platforms like Facebook and Twitter allow users to upload a thumbnail, which then acts as your profile image across the site.

In these circumstances only, the digital version of the logo without the text and strapline may be used.

The minimum size for this is 11mm wide.

Using the logo


We’d prefer that the logo sits on white, or one of the three background tints shown here.

This is the best way to ensure it is legible.

Background 5% tint

Background 5% tint

Background 5% tint

Backgrounds

Mono

The offi cial logo artwork also includes a mono version.

This is only for use in single colour applications such as black and white press ads, local newsletters and photocopied documents.

White background

The primary logo is best used on a white background.

Coloured backgrounds

However, on occasions where, due to an established partner brand design, the logo has to sit on another background, it can be placed within a white bounding box to the proportions shown.


Incorrect use

Do not distort the logo

Do not change the colourDo not use the large logo without the strapline

Do not put the logo on any other colour than the tints, unless it is in its white bounding box

Do not use the logo over a complicated background, unless it is in its white bounding box

Do not reproduce the logo in a tint

The AONB logo often sits alongside other partner logos. In this case, the logos are best set out side by side in a horizontal line.

The logos will share the same baseline, and its important that they seem balanced in size. Wherever possible, keep them the same height, unless this upsets the visual balance.

The logos need equal space between them.

Community and Conservation Fund Sponsors and supporters logo

The Community and Conservation Fund (CCF) scheme encourages businesses to recognise the role that the AONB plays in attracting visitors and building the local economy. The scheme channels donations made by visitors and member businesses into the fund, which is then used to support a range of conservation projects across the area.

The Suffolk Coast & Heaths AONB logo should never drop below the established minimum size.

Working with partner logos

22mm


Positioning

It’s important that the AONB logo has space to breathe; it’s therefore best positioned in a corner as you can see in these four examples. We are flexible about which corner, however when arranging a group of materials - for example, a set of brochures or exhibition panels - do ensure that the logo appears in the same corner on all of them.

What not to do

Please do not centre the logo, and do ensure that it is at least 12mm from the edge.







X X

Stationery

Our stationery has been designed with the logo positioned top right.

When positioning the logo against an edge, an area equivalent to double the clear space zone MUST be kept clear, to avoid the logo printing too close to the edge.

When designing more stationery, please use the font Frutiger for all constant, printed details (for example, address and website).

Use Arial for letter content.


Typography

Frutiger AaBbCc01234

We use Frutiger for all professionally designed Suffolk Coast & Heaths AONB communications because it is modern, bold and clean.

It’s legible at all sizes and works well across a wide range of media and applications.

Variety can be achieved through the use of different weights and colours and the primary and supporting colour palette.

Frutiger 65 BoldABCdEFgHIjKlMNOPqrSTUVWXyz abcdefghijklmnopqrstuvwxyz1234567890

Frutiger 45 LightABCDEFGHIjkLMNOPQRSTUVWxyz abcdefghijklmnopqrstuvwxyz1234567890

Fonts - for professional use

Text is 90% black, unless it is in colour. White text can be used on coloured backgrounds.

90% Black

Font colour

| 9 Suffolk Coast & Heaths AONB | Brand Guidelines Typography

Headline

Frutiger Bold50pt on 47pt leading Tracking - 30

Sub heading

Frutiger Bold30pt on 33pt leading Tracking - 30

Intro paragraph

Frutiger Bold13pt on 16pt leading

Body copy

Frutiger Light10pt on 13pt leading

Structure

Setting text

We set body copy left-aligned, rather than centred or justified. However, headings can be right-aligned to create balance: for example on brochure covers.

line endings

Take care with line endings.Ensure the shape of the text is pleasing, using columns to avoid long line lengths which are difficult to read. Try to avoid single word lines.

This is a headlineThis is a sub heading

This is an intro paragraph. lorem ipsum dolor sit amet, consectetur adipiscing elit. donec pellentesque magna non tellus tristique iaculis. Vestibulum vulputate eleifend.

This is the body copy. Aollicitudin fusce euays molestie lorem. Nam dapibus libero non erat fermentum hendrerit. Curabitur semper metus sed diam aliquet blandit. Pellentesque et luctus quam. Cras tincidunt lacus vitae tortor faucibus dapibus. Suspendisse id lacus sit amet ligula suscipit viverra. Nam quam libero, dignissim sit amet molestie non, iaculis et tellus. Praesent

Arial AaBbCc01234

When you find that Frutiger can’t be used - for example, in digital applications without access to Frutiger, or in other special circumstances - you can use Arial instead using the same layout guide.

Publications such as brochures and newsletters should be set out so the text hierarchy is well balanced. We have suggested the following as an example of weights that work well together.

Arial BoldABcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890

Arial Bold ItalicABcdefghIjklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890

Arial RegularABCdefghijklmnopqRstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890

Arial ItalicAbcdefghIjklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz1234567890

Fonts - for office use

| 10 Suffolk Coast & Heaths AONB | Brand Guidelines Typography

Colour

C 51 M 94 y 0 K 0r 143 g 54 B 148

C 83 M 31 y 4 K 0r 0 g 142 B 200

C 37 M 32 y 31 K 11r 150 g 147 B 148

C 0 M 0 y 0 K 90r 65 g 65 B 66

Pantone 513 C

Pantone 2925 C

Pantone 408 C

Our leading colour palette has been associated with the brand for a number of years, and is recognisable, bright and engaging.

We use colours in the swatches shown right for headlines, sub headings and some body copy, as well as for colour boxes which create definition in design layouts.

We have an extensive AONB colour palette, here and on the next pages, and their Pantone, CMyk, or RGB equivalents are provided here.

Please don’t be tempted to use other colours! This range ensures we can maintain brand consistency and impact across all our publications.

leading colours

90% Black

| 11 Suffolk Coast & Heaths AONB | Brand Guidelines Colour

AONB

HEATHLAND THE COAST

SAND

SHINGLE ESTUARIES FARMLAND

WOODLA

ND & F

ORE

ST

URB

AN

Supporting colours

Our supporting colour palette is soft and appealing. It has been created to represent the diverse habitats of the AONB.

When selecting a colour to use with photography, ensure it complements the imagery rather than overpowering it.

Please do not use colours other than those in the Suffolk Coast & Heaths AONB colour palettes and their Pantone, CMyk, or RGB equivalents which are provided on the opposite page.

C 13 M 38 y 0 K 0r 215 g 168 B 206

AONB

HEATHlANd

ESTUArIES

THE COAST

SANd

SHINglE

UrBAN

WOOdlANd & FOrEST

FArMlANd

C 3 M 27 y 0 K 0r 239 g 196 B 220

C 7 M 24 y 59 K 0r 236 g 193 B 124

C 23 M 0 y 1 K 0r 191 g 231 B 247

C 0 M 0 y 51 K 5r 247 g 234 B 144

C 3 M 7 y 31 K 11r 221 g 208 B 168

C 24 M 17 y 17 K 0r 195 g 197 B 199

C 40 M 15 y 62 K 0r 163 g 185 B 128

C 29 M 35 y 57 K 2r 184 g 158 B 120

Colour association

| 12 Suffolk Coast & Heaths AONB | Brand Guidelines Colour

PhotographyThe Suffolk Coast & Heaths AONB is an area cherished for its relatively undeveloped, tranquil landscape and stunning natural and cultural history.

We communicate this by using striking landscape images showing the environment and habitats in a way that portrays our area’s unique appeal.

We like to see people enjoying the AONB, and using it in a sustainable and responsible way. Where possible, please select images that show this happening; it helps us to communicate that the area is to be used and enjoyed!

Images should be uncluttered and communicate a sense of light and space. Where possible, images should be identifiable as Suffolk - e.g. blue skies, coast, heathland, well-known landmarks or landscape characteristics.

Do not retouch or enhance images.

Choosing the right image

X

| 13 Suffolk Coast & Heaths AONB | Brand Guidelines Photography

WoodcutsIn 2010, we commissioned local illustrator and printmaker Claire Curtis to create a beautiful set of woodcuts.

Each of these four woodcuts represents an aspect of the AONB in a particular season: Spring Marsh, Summer Coast, Autumn Heath and Winter Estuary.

Spring Marsh

| 14 Suffolk Coast & Heaths AONB | Brand Guidelines Woodcuts

Summer Coast Autumn Heath


Winter Estuary Cropping and colour

Claire Curtis has given us permission to crop the woodcuts and this is the preferred usage.

In addition we can take elements from them to illustrate articles.

To really make the most of the woodcuts,we reproduce them using either the leading or supporting colour palette colours. Use one of the palettes for woodcuts, do not mix the two within one publication.

Watermark artworks from the leading colour palette are also available and supplied artworks are set to the correct tint values.

Woodcuts should not be used on the front covers of publications.

WatermarkWatermarkWatermarkWatermark


Application Online

On social media platforms such as Facebook and Twitter, the icon-only version of the logo is used as a profi le image.

However, in all other circumstances, including on our own website and partner websites, please use the full version of the logo. Area of Outstanding Natural Beauty

Use the RGB colour values for all online applications.

| 17 Suffolk Coast & Heaths AONB | Brand Guidelines Application

Publications

This is an intro paragraph. lorem ipsum dolor sit amet, consectetur adipiscing elit. donec pellentesque magna non tellus tristique iaculis. Vestibulum vulputate.

This is the body copy. Aollicitudin fusce euays molestie lorem. Nam dapibus libero non erat fermentum hendrerit. Curabitur semper metus sed diam aliquet blandit. Pellentesque et luctus quam. Cras tincidunt lacus vitae tortor faucibus dapibus. Suspendisse id lacus sit amet ligula suscipit viverra. Nam quam libero, dignissim sit amet molestie non, iaculis et tellus. Praesent sit amet felis sed mauris. iquam erat volutpat. dui. Fusce commodo

libero a enim malesuada portt itornubia nostra per inc.aptent taciti sociosqu ad litora torquent per conubia nostra, ontes, nascetur ridiculus mu. This is the body copy. Aollicitudin fusce euays molestie lorem. Nam dapibus libero non erat fermentum hendrerit. Curabitur semper metus sed diam aliquet blandit. Pellentesque et luctus quam.

Cras tincidunt lacus vitae tortor faucibus dapibus. Suspendisse id lacus sit amet ligula suscipit viverra. Nam quam libero, dignissim sit amet molestie non, iaculis et tellus. Praesent sit amet felis sed mauris. iquam erat volutpat. dui. Fusce commodo libero a enim malesuada portt itornubia nostra per inc.aptent taciti sociosqu.


Suffolk Coast & Heaths AONB





Titles in Frutiger bold | Titles in Frutiger light Titles in Frutiger bold | Titles in Frutiger light

Whereas only the leading three colours can be used on covers, we can introduce the supporting colours to complement photography on inner pages.

design tip

When design employs a photographic background, a white or tinted strip can be used to carry the logo and title.

This strip is the full width of the publication and one eighthof the height.

It should be one of our three leading colours to the specifi ed tint value of 5%. The colour should be chosen that best complements the image.



Titles in Frutiger bold | Titles in Frutiger light



Small titles in Frutiger bold



Titles in Frutiger bold | Titles in Frutiger light








Small titles in Frutiger boldArea of Outstanding Natural Beauty


JemimaThompsonCommunications Officer

Suffolk Coast & Heaths AONB

Dock Lane, Melton, WoodbridgeSuffolk, IP12 1PE

T/F: 01394 384948M: 07713 093679E: [email protected]: suffolkcoastandheaths.org

8042 SC&H - Biz cards - proof 13/09/2011 13:07

Business cards Powerpoint

design tip

A watermark of the woodcuts can be used for inner pages under text and content.

The example business cards shown here illustrate the application of the brand guidelines.

Use these for reference for logo positoning, woodcut application and font usage.

Fonts

Arial can be used as the alternative font if Frutiger is not available in Powerpoint.

This is a sub heading


This is a headline


“It’s amazing what you can achieve if you don’t care who gets the credit.”

Harry S. Truman

A quote that captures our belief

| 2038 | Suffolk Coast & Heaths AONB | Brand Guidelines Suffolk Coast & Heaths AONB | Brand Guidelines

Colour

ContactFor further information and to obtain artwork:

T: 01394 384948E: [email protected]

Suffolk Coast & Heaths AONBDock Lane, Melton, WoodbridgeSuffolk, IP12 1PE

Please consider the environment before printing this document

Images © Tony Pick and Malcolm Farrow

Created by springagency.co.uk

Documents

Brand guidelines - Suffolk Coast & Heaths AONB · Icon-only version (digital) Digital and social media ... Brand Guidelines ... rather than overpowering it