4. Know what we’re all about
They say that a great logotype draws its strength from what it symbolises.
Whoever “they” are, we think they’re right. So before we designed
anything we did a lot of work to understand our proposition.
Our core proposition is:
where things grow. Herefordshire has the
conditions to choose and grow a balanced
pace of life. The heart of this proposition
is that Herefordshire provides visitors,
the community and business with unique
opportunities for discovery and fulfilment.
5. Know what we’re trying
to achieve
Our brand is much bigger than this visual identity. It has a key role to play
in our present and our future.
The brand’s agenda:-
Protect
Position Character &
‘Where’ proposition
Brand
agenda
Push Promote
Position ‘change’* as Herefordshire
acceptable Attraction
*But it must be aligned with
our character & values
Tourism Business Community
6. Getting into character
Stop and think of Herefordshire as a person: this is how we would
describe them. Research identified a clear set of brand characteristics
which should drive and be embodied in the brand.
Beautiful
We are beautiful but not over the top glamorous
English with a twist
A little quirky, a bit surprising and not always what you’d expect
Motion
We are vibrant and rich in colour, there’s choice and things going on
around us
Working
Behind beauty there is always purpose, there’s things going on and
success being built
8. Countywide logo
Describe and inspire
We use this structure when we are talking about the county as a whole, this is
because it represents an aspirational positioning. It is the lead logo that is used
in county wide campaigns and activities. For example a tourism campaign on
road signs or to promote the county at a trade show
Here
you can
Here is an Herefordshire
you can
example of
how it works
See the stars
9. Endorsing Logos
Identify and instruct
We add short words which either identify or instruct. These logo options
are used for products, services or businesses to endorse their own brands.
Depending on the type of business you are, you may want to use one or more.
Visit Live
Here Here
Invest Made
Here Here
10. Campaign logos
For big organisations and major or high profile activities, we have an
option to create a campaign logo.
These follow the same rules of the County wide logo, but an image can
be created, specific to the activity.
Here fordshire
you can
11. Having fun with bully is actively
encouraged
Create your own logo
1 Login to our brand
toolkit website
2 Click download stuff
3 Click make your own bully
4 Download Logo template
5 Download texture
6 Place texture in bull
outline in illustrator*
7 You have your very own
approved logo. Cool eh!
* You will need professional software to create your own bully. Please see Bully’s list of lovely friends at
the back of the brand guidelines for a list of endorsed design agencies and printers to use.
12. Becoming a brand partner
Partnership options
We have developed three separate partnerships you can have with our brand.
Each partnership allows you use of different brand elements. In order to use the
Herefordshire brand you must join the relevant partnership through our online
brand toolkit. All this requires is an approval of your business/service (via a
questionnaire) and approval of how you intend to use the official Herefordshire
brand.
1 Logo partner
This partnership is for businesses with an already established brand and
who wish to show support by using the official Herefordshire logo on
communications. Logo partners can use all endorsing logos. Additionally,
logo partners can create their own bully logo enabling them to
personalise the Herefordshire logo to their business.
13. Becoming a brand partner
2 Shared Identity partner
This partnership allows businesses and brands a slightly flexible usage
across brand elements. Shared Identity partners wish to promote
Herefordshire as a county because the destination is directly relevant
to their business and it reflects their brand essence. Shared Identity
partners have access to the logos, colour palette, Herefordshire story,
photography online library), Our messages and a selection leaflet
templates. Also, they can create their own bully logo enabling them to
personalise the Herefordshire logo to their business.
14. Becoming a brand partner
3 Campaign partner
Here you have access to the entire Herefordshire brand. You generally
wish to adopt the complete Herefordshire brand because Herefordshire
is almost as important to your business as the business itself. You want to
play a significant role in strengthening Herefordshire as a destination and
would like to tell the story of the Herefordshire brand. Campaign partners
can use all brand material for communications specifically pertaining to a
campaign/event. You can even create your own campaign logo.
15. What’s available
Logo partner Shared Identity Campaign partner
Brand guidelines
partner Brand guidelines
Brand guidelines
Endorsing logos All logos
Endorsing logos
Make your own bully Make your own bully
Make your own bully
Getting the Campaign logos
message across Typography
Typography
Leaflet templates
Leaflet templates
Getting the
Getting the
message across
message across
Colour palette
Colour palette
A short paragraph
A short paragraph
about Herefordshire
about Herefordshire
Photography
Photography
18. Your
Company name
T: (44) 01234 567890
logo
E: email@mailcompany.co.uk
www.companyname.co.uk
Managed by the Herefordshire Business Board
A van
here that can
23. Your Idit, sed quiatibusci dendan-
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The
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proud
24. Your
logo
here
This
Your advert Hotel
should
be visited.
www.yourwebaddress.co.uk
In association with Herefordshire Tourism Board
25. This an Address
This an Address
Let’s do
T: (44) 01234 567890
E: email@mailcompany.co.uk
www.companyname.co.uk
Business
Your
logo
Company name
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E: email@mailcompany.co.uk
here www.companyname.co.uk
29. Managed by the Herefordshire Business Board
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logo logo logo
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30. Your
logo
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Kington Jamie
festival Live A foody
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31. Your
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Adverts
in action
Action
adventure
days
Canoeing on the Wye with
your business name
www.yourwebaddress.co.uk
In association with Herefordshire Tourism Board
