SlideShare a Scribd company logo
1 of 27
Download to read offline
1




    Understand
    the brand
3

Before you jump in.
Our brand is controlled and managed by the Herefordshire
brand management group. This group of companies include Visit
Herefordshire, the local authority and the Herefordshire Business
Board. It is their job to ensure that those using the brand use it
properly and that quality standards are maintained for the good of all.

Being able to use the brand is on application. We have an online
brand toolkit giving you access to a whole range of assets within these
guidelines. On the site we have 3 different partnership options for
you to choose from, one which offers a taste of the brand, one which
offers a wider selection of brand assets and another which offers
everything we have available.

Three simple steps:-
1. Visit www.hereyoucan.co.uk
2. Fill in the sign up form and select suitable partnership
3. Await email with username and password and away you go.

Your application will be reviewed initially by our brand guardian
Rachel Jones and if necessary by the brand management group.

Brand Guardian
Rachel Jones, Brand Manager, Herefordshire Council
PO Box 4, Plough Lane, Hereford, HR4 OLE
T: 01432 261784
E: rejones@herefordshire.gov.uk
4                                                           5

The Herefordshire                                           What are we trying
visual identity                                             to achieve?
This is a guide to using the basic elements of our visual   Our brand is much bigger than this visual identity.
identity. We have worked really hard to create something    It has a key role to play in our present and our future.
which is exciting, relevant to us and of which we all can
                                                            The brand’s agenda:-
be proud. So, please take care of it!




                                                                Position                                               Protect
                                                                ‘Where’                                              Character &
                                                                                                                     proposition



                                                                                                   Agenda


                                                                           Push                                    Promote
                                                                Position ‘change’* as                             Herefordshire
                                                                acceptable Attraction
                                                                *But it must be aligned with our
                                                                       character & values

                                                                                                        Tourism    Business   Community
6                                                              7

Behind the visual identity                                     Brand characters
They say that a great logotype draws its strength from what    We also worked hard to define a series of words and statements
it symbolises. Whoever “they” are, we think they’re right.     which define our character. Stop and think of Herefordshire as a
So before we designed anything we did a lot of work to         person: this is how we would describe them. In everything we do
understand our proposition.                                    we must stay in character, otherwise we will start confusing our
Our core proposition is: where things grow. Herefordshire      friends and that won’t do at all.
has the conditions to choose and grow a balanced pace
of life. The heart of this proposition is that Herefordshire   Beautiful
provides visitors, the community and business with unique      We are beautiful but not over the top glamorous
opportunities for discovery and fulfilment.
                                                               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
                                    Scrumpy                    Behind beauty there is always purpose, there’s things going on
                                    & oysters...               and success being built

                                    Why not?
8                                                              9

These are our values.                                          Herefordshire
They capture our beliefs.                                      HEREFORDSHIRE
Respectful
                                                               This is the core of our identity. It’s simply our name. But because
Respect for people, the landscape and the retention of
                                                               the first four letters spell the word HERE we have the opportunity
a true community.
                                                               to let the identity come to life and do more than simply identify
                                                               us. It helps us build an identity which works hard for us. It can
Balanced                                                       identify things, it’s an invitation, it captures our aspirations and
Keeping a balanced perspective and a time rich pace of life.   tells our story... Of course we planned it this way when we named
                                                               the County – clever eh!
Aspirational
Achieving our aspirations by balancing the best of tradition
with the latest in new ways of thinking.                       Here is an
                                                               example
                                                               of how the
                                                                                Here fordshire
                                                                                you can
                                                               identity works




                                                                                       Balance life
                                                                                        work and
10                                       11

Our core mark
The core mark can be used in two ways.




Herefordshire
Describe                                 Identify                  Visit       Live
and inspire                              and instruct              Here        Here
We use this structure when               We add short words
we are talking about the                 which either identify
county as a whole, this is               or instruct.
because it represents an                 The use of this will      Invest      Made
                                                                   Here        Here
                             Here
aspirational positioning.                be limited to the four
We also use this mark                    main constituencies
in our campaigns where
                             you can
                                         of the brand (tourism,
it is supported with an                  community and
additional message.                      business). In addition,   Create      Grown
E.g.
                                         special applications
                                         such as major events      Here        Here
                                         can use this structure
Herefordshire                            (subject to approval).
you can
                                                                   Big Chill
See the stars                                                      Here
Please refer to p20 for
guidance on how the
brands messaging works
12                                                                      13

The county wide logo                                                    Endorsing logos
This is our master logo. We add the Herefordshire bull because          The bull also forms the core mark for endorsing our constituencies.
it is an icon of the County and his story is a big part of us and our   Depending on the type of business you are, you may want to use
history.                                                                one or more.

It is the lead logo that is used in county wide campaigns and           Tourism                                                  Community

activities. For example a tourism campaign on road signs or to
promote the county at a trade show. We affectionately call him          Visit                                                    Live
Bully, but don’t try to change his shape or proportions otherwise
it’s well, red rag to a bull....                                        Here                                                     Here
                                                                        Business                                                 Product



                                                                        Invest                                                   Made
                                  You can’t
                                          ‘
                                  beat a bit
                                                                        Here                                                     Here
                                   of bully                             Creating                                                 Produce




                                                                                                                                 Grown
   Here
                                                                        Create
                                                                        Here                                                     Here
   you can                                                              Special application




                                                                        Big Chill
                                                                        Here
                                                                        In addition, special applications such as major events
                                                                        can use this structure (subject to approval).
14                                                                                                 15

A bull with personality                                                                            The bull also forms the core mark for each of the constituencies and in the
                                                                                                   process can take on different character, tone and texture. As long as they
How we treat the logo with colour and texture.                                                     remain relevant, the possibilities are endless.

Master logo                                     Colours                                            Tourism                                                Community




                                               Pantone 490 C     Black           Pantone 726 C
                                               C0 M74 Y100 K72   C0 M0 Y0 K100   C100 M0 Y60 K72
                                               R100 G34 B0       R35 G31 B32     R0 G72 B58




                                                                                                   Business                                               Product
Black and white                                White and black




                                                                                                   Creating                                               Produce
Single colour                                  White out on imagery




                                                                                                   Special application

Adding personality                Adding personality




                                                                                                   In addition, special applications such as major
                                                                                                   events can use this structure (subject to approval).
16                                                                                                                                      17

Bully on backgrounds                                                                                                                    Be nice to bully
Here are some examples of how the logos work on                                                                                         To ensure consistency and recognition of our brand there are some
different backgrounds                                                                                                                   basic rules for using the logos. The good, the bad and the ugly.
Core logos on Images                                                                                                                    Good: Do use any core logo on white




                                                                                                                                        Good: Do use any core logo on colour                                                 Do use any core logo on photography




Core logos on colour



                                                                                                                                        Bad: Do not place any core logos onto colour                                         Bad: Do not place any core logos onto
                                                                                                                                        backgrounds which make it illegible                                                  photography which make it illegible




                                                                                                                                        Ugly: Do not scale our                                                               Ugly: Do not colour any part of our
                                                                                                                                        logo disproportionately                                                              logotype. Bull can be with approval.




Using our logo on colour                   Using our logo on photography                File formats: EPS/AI                            When using colour logos                     When to use our mono logo
Any of our core logos may be placed onto   Any of our core logos may be placed onto     Our EPS and AI files should be used to          Always ensure there is adequate contrast    The master mono logo should only be
colours from our palette. Take care to     photography. Always ensure there is plenty   reproduce the logo wherever possible.           when using core logos on colour             used when printing in black and white.
ensure the colours are complementary and   of contrast and the logotype is clearly      This ensures the correct colouring of the       backgrounds. Take care to ensure the logo   There are no other exceptions
the logotype is legible.                   legible.                                     logo. Our logos are available in all industry   colour complements the background.
                                                                                        standard formats and can be downloaded
                                                                                        from toolkit
18                                                                19

‘Here you can’ messaging
The ‘Here you can’ part of the logo is an invitation to express   There are two ways of structuring the ‘Here you can’ messaging.
ourselves with a whole range of messages. It is important when    The first is with the county wide logo & campaign logos.
creating messaging that we remember our values especially
english with a twist. Below are a few examples of how we can
                                                                        Logo with
project our messages in an interesting way.                             Here you can
                                                                        Invitation

Good examples of Here you can messaging:-
                                                                                                                  Balance
Here you can...                                                         Our valued                                work
                                                                                                                  &life
                                                                        message
go full throttle             grow young minds
wake up late and not worry   grow a business
balance work and life        relax and not worry
see the stars                fly like a bird
                                                                         Our way of
connect                      take advantage of incentives
                                                                         contact                                                       Herefordshire.co.uk
access customers             fight mother nature
taste natures goodness

                                                                  Do’s and don’ts
Bad examples of Here you can messaging:-
                                                                  Don’t attach any kind of message to the logo.     Do use messaging in adverts and other
                                                                  The logo must always stand alone                  promotion materials.
Here you can...
go to sleep                  canoe down a river                                                                            fordshire
walk around                  drive around the countryside
eat out                      buy ironing boards
work all day                                                                                                                                 Grow
                                                                                                                                             young
                                                                  buy ironing boards                                                         minds
                                                                                                                                             Herefordshire.co.uk

Why? Because they don’t capture our values
20                                                                                           21

‘Here you can’ messaging
The second way of structuring the ‘Here you can’ messaging is                                Guidance on how to use the Here you can copy line
with the endorsing logos

                                                                                             Don’t overpower the valued message by over      Do let the valued message be the star of the
                                                                                             sizing the Here you can copy.                   show and use Here you can with discretion.
                                                                     Your
                                                                     logo
                                                                     here
                                                                                             Here                                             Here you can
                                                                                  Your
                                                                                  business
                                                                                             you can                                         fight
                                                                                                  fight
                                                                                  logo
                                                                                                                                                                                                 mother
                                                                                                                                                           nature
 Our Here
 you can
 copy line

                                                                                                                       mother
                           Here you can
                                                                                                        nature                               These guidelines are for guidance and certain
                                                                                                                                             situations will require different applications. In
                                                                                                                                             all instances use your professional judgement.

  Your
  valued
  message                 fight                  mother
                                                                                             Do’s and don’ts

                                 nature                                                      Don’t attach any kind of message to the logo.
                                                                                             The logo must always stand alone
                                                                                                                                             Do use messaging in adverts and other
                                                                                                                                             promotion materials.


                                                                                                                                               Your
                                                                                                                                              logo
                                                                                                                                                 here
                   www.yourwebaddress.co.uk

                                                                                                                                                                         relax &
                   In association with Herefordshire Tourism Board
                                                                                                                                                                                                Here you can



                                                                                                                                                                         not worry
   Your business
                                                                            Endorsing logo
                                                                                             to buy ironing boards                            www.yourwebaddress.co.uk

   web address
                                                                                                                                              In association with Herefordshire Tourism Board
22                                                                   23

Bully with scale                                                      A4                                   A3
How we treat the logo identity on different
applications.




                                                                                                      A5




Breathing space
The logo requires space around it to maximise its visual presence.                                              Recommended sizes
Above shows how we have used the ‘H’ from ‘Here’ as our guide.                                                  A5 (portrait & landscape)
Leave at least this area clear around the brand mark, preventing
                                                                                                                - 45mm wide
any other graphic elements such as images or type interfering.
                                                                                                                A4 (portrait & landscape)
                                                                                          70mm                  - 55mm wide
                                                                                                                A3 (portrait & landscape)
                                                                                                                - 70mm wide
                                                                                                                In all instances, consider legibility when
                                                                                                                using different print techniques or on
                                                                                                                different substrates.
                                                                                                                Positioning the logo
                                                                                 45mm                           The preferred position of the logo is
                                                                                                                top left although it has been
                                                                     Minimum size                               designed to work in every alignment -
                                                                     The smallest size the logo can             top, bottom, left and right with the logo
                                                                     appear is 20mm wide.                       equidistant from the edges.
24   25

     Friends of bully
     There will be occasions when we work in partnership with other
     organisations and our logo will appear alongside other brands.
     To ensure we all work well together we have created some basic
     rules for application.


     Working with someone else
     Unless one partner is playing a major supporting role, we consider
     working with someone else to be a joint partnership. Such a partnership
     means joint prominence on communication materials; always ensure that
     each logo is visually equal. Our preferred position is to the left of the
     other brand.




     Working with a few people
     When working alongside a number of other brands, all logos can be
     divided with a simple key line to equal prominence. This forms a visual
     hierarchy and aligns other brands with the official tourism brand. Our
     preferred position is to the left of the other brand.




     Working with others
     When sizing logos make sure our brand
     logo is not overshadowed by others.
     Always adhere to our exclusion zone and
     minimum size (see p20).
26                                                                                      27

Campaign logos                                                                          Community: Education        Community




To bring the logo to life in campaigns, we can overlay the ‘Here
you can’ element of the core logotype. The bull is replaced                                 Here fordshire              Here fordshire
                                                                                                                        you can
with a unique texture, colour or symbol which is relevant to the                            you can
activity or subject matter of the campaign. For guidance on how
messaging works with campaign logos go to p18.
                                                                           An example
                                                                           of how the   Business                    Community/Tourism: Arts/Crafts

                                                                           campaign
                                                                           marks work




                                    Here fordshire
                                    you can                                                 Here fordshire                  Here fordshire
                                                                                                                            you can
                                                                                            you can



                                Fly like
                                a bird
                                Rolling hills await
                                                                                        Tourism: Summer fun         Tourism: Outdoor/Recreation




                                afternoons of fun for
                                all friends and family
                                                                                                                        Here fordshire
                                                                                                   Here fordshire
                                                                                                   you can
                                                                                                                        you can
                                Herefordshire
                                    Outdoors
                                                VisitHerefordshire.co.uk
28                                                                                                                                        29

Using our campaign marks                                                                                                                  Correct Campaign mark use
on backgrounds                                                                                                                            To ensure consistency and recognition of our brand there are
                                                                                                                                          some basic rules for using campaign marks. The good, the bad
Here are some examples of how the campaign marks work on                                                                                  and the ugly.
different backgrounds

Campaign marks on Images                                                                                                                  Good: Do use any campaign                   Good: Do use any campaign mark   Bad: Do not place any campaign
                                                                                                                                          mark on white                               on colour backgrounds            mark onto colour backgrounds
                                                                                                                                                                                                                       which make it illegible



              Here fordshire
              you can
                                                                               Here fordshire
                                                                               you can
                                                                                                                                             Here fordshire
                                                                                                                                             you can
                                                                                                                                                                                             Here fordshire
                                                                                                                                                                                             you can




Campaign marks on colour

                                                                                                                                          Bad: Do not place any                       Ugly: Do not scale               Ugly: Do not use inappropriate
                                                                                                                                          campaign mark onto                          our campaign marks               colours or images for a campaign
                                                                                                                                          photography which                           disproportionately               mark. All campaign marks have
                                                                                                                                          make it illegible                                                            to be signed off by the brand
                                                                                                                                                                                                                       guardian before use


                  Here fordshire
                                                                                Here fordshire
                                                                                you can
                  you can

                                                                                                                                                    Here fordshire
                                                                                                                                                    you can                                                               Here fordshire
                                                                                                                                                                                                                          you can




Using our logo on colour                      Using our logo on photography               File formats: EPS/AI                            When using colour logos
Any of our campaign marks may be placed       Any of our campaign marks may be placed     Our EPS and AI files should be used to          Always ensure there is adequate contrast
onto colours from our palette. Take care to   onto photography. Always ensure there       reproduce the logo wherever possible.           when using campaign marks on colour
ensure the colours are complementary and      is plenty of contrast and the logotype is   This ensures the correct colouring of the       backgrounds. Take care to ensure the mark
the logotype is legible.                      clearly legible.                            logo. Our logos are available in all industry   colour complements the background.
                                                                                          standard formats and can be downloaded
                                                                                          from toolkit
30                                                                                                                      31

Our colours                                                                                                             Our typography
Our colour palette consists of twenty four colours to reflect                                                           Our typefaces are a common thread which link our
the landscape, personality and spirit of Herefordshire.                                                                 communications: Amasis and Avenir. Both these
                                                                                                                        typefaces sit comfortably together though it’s
Herefordshire Red
Pantone 485 C
                       Black
                       C0 M0 Y0 K100
                                              White
                                              C0 M0 Y0 K0
                                                                 Chocolate
                                                                 Pantone 490 C
                                                                                   Twilight
                                                                                   Pantone 3308 C
                                                                                                     Cream
                                                                                                     Pantone 726 C
                                                                                                                        important to take note of the role they play.
C0 M95 Y100 K0         R35 G31 B32            R225 G225 B225     C0 M74 Y100 K72   C100 M0 Y60 K72   C0 M8 Y23 K2
R226 G22 B26                                                     R100 G34 B0       R0 G72 B58        R249 G228 B194




                                                                                                                        Our typefaces
Rust                    Berry                 Sunset             Mustard           Midnight          Wild Berry
                                                                                                                        Our headline, title and feature typeface:   Our headline, title and feature typeface:


                                                                                                                                                                    Herefordshire
Pantone 180 C           Pantone 1805 C        Pantone 138 C      Pantone 123 C     Pantone 432 C     Pantone 5115 C
C0 M79 Y100 K11         C0 M91 Y100 K23       C0 M42 Y100 K1     C0 M24 Y94 K0     C23 M2 Y0 K77     C75 M100 Y70 K15
R217 G84 B30            R191 G49 B26          R245 G160 B26      R225 G196 B37     R54 G67 B77       R92 G41 B70        Amasis Light PL
                                                                                                                        Amasis PL                                   Herefordshire
                                                                                                                        Amasis Medium PL                            Herefordshire
Meadow                  Royal Green           Young Grass        Lawn              Stone             Deep River
Pantone 346 C           Pantone 562 C         Pantone 382 C      Pantone 355 C     Pantone 7529 C    Pantone 5483 C     And for everything else:-                   And for everything else:-
C55 M0 Y47 K0           C85 M0 Y50 K31        C29 M0 Y100 K0     C94 M0 Y100 K0    C0 M4 Y12 K17     C82 M0 Y28 K52
R104 G188 B143          R0 G133 B118          R193 G216 B47      R0 G169 B79       R207 G196 B178    R0 G106 B113
                                                                                                                        Avenir 35 Light                             Behind beauty there is
                                                                                                                        Avenir 35 Light Oblique                     always purpose. In simple
                                                                                                                        Avenir 45 Book                              terms, it works beautifully.
                                                                                                                        Avenir 55 Roman                             Example of body copy:-
Taupe
Pantone
                        Deli
                        Pantone 4735 C
                                              Valley
                                              Pantone 450 C
                                                                 Sky
                                                                 Pantone 571 C
                                                                                   Olive
                                                                                   Pantone 399 C
                                                                                                     Strong Blue
                                                                                                     Pantone 638 C      Avenir 55 Oblique                           The county is famous for its apple and pear
Warm Grey 10 C          C0 M22 Y23 K15        C60 M50 Y100 K22   C32 M0 Y19 K0     C0 M0 Y100 K43    C83 M0 Y10 K0
C0 M14 Y28 K55          R218 G180 B163        R103 G101 B47      R171 G220 B212    R148 G138 B0      R0 G182 B221       Avenir 85 Heavy                             orchards, and its cider. There are many
                                                                                                                                                                    orchards around the county but not as many
R138 G121 B103
                                                                                                                        Avenir 85 Heavy Oblique                     as there once were.
                                                                                                                                                                    In the last few years, soft fruits such as
                                                                                                                                                                    strawberries have become a new and rapidly
                                                                                                                                                                    expanding area of the agricultural economy
                                                                                                                                                                    of the county.

Using colours
Here is a structured set of colours for the
County. To be as flexible as possible, you
can use tints of any of these colours, as
long as they are complimentary to the
brand.
32                                                                                                   33

Our typographic hierarchy                                                                            Our typographic rules
When there’s a lot of information to communicate its important                                       It is important we represent ourselves consistently across our
to employ hierarchy to help readers understand messages simply                                       communications. This projects a clear, cohesive message to our
and clearly. This means that whether you have one minute or one                                      audience and strengthens our brand.
hour you still get the gist of the message.
                                                                                                     Using our name in copy                   Style and grammar
                                                                                                     Herefordshire is our county; it is
                                                                                                                                              •	 Don’t use underlines
                                                                                                     beautiful, quirky, vibrant and with
                                                                                                     purpose. Our name, Herefordshire,        •	 Avoid too many hyphenations
                                                                                                     addresses the county and should             in any paragraph
                                                                                                     never be abbreviated or be mixed
                                                                        Level 1                                                               •	 The first time you use an
                                                                                                     with the city Hereford as this
                                                                        Our headline, title and                                                  acronym always use the full
                                                                                                     indicates an entirely different thing.
                                                                        feature typeface                                                         name first
                                                                        Amasis Light PL              Using our strapline in copy



   English
                                                                        Amasis PL                                                             •	 Use capital letters in all
                                                                                                     Herefordshire you can is part of
                                                                        Amasis Medium PL                                                         acronyms and abbreviations
                                                                                                     our registered trademarked logo
                                                                                                     and consequently should not be           •	 To emphasise specific words use




  ith a twist!
                                                                        Level 2 a
                                                                                                     used in copy. If you are one of our         the next heaviest font weight



 w
                                                                        Standfirst and Sub
                                                                        headings (Avenir 65          registered Campaign Partners, only       •	 Use italics when crediting a
                                                                        Medium)                      then can you use our strapline –            photographer in captions
                                                                                                     however, its usage will require the
                                                                        Level 2 b                    relevant authorisation.                  •	 Write the numbers one to nine
                                                    chards, and
                                 apple and pear or                      Body copy (Avenir 45                                                     in words, and numerical figures
The coun    ty is famous for its                 the county but                                      Writing our web and email address
                              orchards around                           Book) As a rule, the                                                     for number 10 and above
its cider . There are many                                                                           Web and email addresses in should
                     ere once were.                                     body copy size on an A4
not as many as th                                           ve                                       both be emphasised by using a            •	 Never list complicated websites,
                                          as strawberries ha            document is 9/11.5pt.
                      s, soft fruits such                                                                                                        keep them to the home page or
 In the last few year            expanding   area of the agricult
                                                                 ural                                heavier font weight. Our website
             a new and rapidly                                          This can vary depending      should be written without the www           first level page
 become
                       unty.                                            on the amount of copy
  economy of the co                                                                                  (see below).                             •	 Be consistent
                                                                        and the purpose of the
                  e.co.uk
 VisitHerefordshir                                                      piece, so should be          VisitHerefordshire.co.uk                 •	 Spell check everything
                                                                        judged on an individual      LiveHerefordshire.co.uk
                                                                        basis.
                                                                                                     InvestHerefordshire.co.uk
                                                                        Level 3
                                                                        The sign off or call to      MadeHerefordshire.co.uk
                                                                        action. Here we are                                                                                  ‘
                                                                                                                                                                     You can’t
                                                                        using the website as
                                                                                                                                                                     beat a bit
                                                                        an example. Notice we
                                                                        have a capital ‘V’ and ‘H’
                                                                                                                                                                      of bully
                                                                        to reinforce our brand
                                                                        character.
34                                                 35

Our typographic style                              How we sound
                                                   How we sound is very important to us and our brand. We want
                                                   our voice to be unique to us and therefore a strong reflection of
Cluster headings
Our headings use size, placement and
                                                   us and what is important to us.
spacing to express parts of our message
and their relative importance.                     So before you write anything,        ‘respectful’. What this means is
                                                   think about how you can get in       being polite and courteous, not
                                                                                                                              Your check list.
                                                   to character. And, if appropriate    taking things for granted. So         Start with the right attitude –
                                                   which of our characteristics is      when you write about us, think        I’m going to enjoy expressing
                                                   most important to the message        how you would like to be              myself.


         relax &
                    Here you can                   or the person you want to            spoken to.                            Get in to character –
                                                   receive it.                                                                dress up if you want to!
                                                                                        Within our brand character is
         not worry                                 To begin with we should always
                                                   be friendly and personable
                                                                                        something called English with
                                                                                        a twist. What this means is that
                                                                                                                              I’m going to sound...
                                                                                                                              • Friendly and personable
                                                   so use personal pronouns; I,         we shouldn’t be afraid to be a
                                                   we, you, rather than the third       bit quirky, a little bit eccentric,   • Real and straightforward
                                                   person. This creates a strong        even slightly cheeky. We want         • Confident but down to earth
                                                   overall tone and makes the           things to have some wit to our        • Polite and courteous
Simple headings                                    reader or listener feel welcome.     language, but don’t try and be        • I won’t be afraid to be a bit
Sometimes keeping it simple can be the                                                  funny for the sake of it. Only         quirky and witty but only
                                                   Support this welcome by
best option. Here are some examples.                                                    try it when the subject matter is
                                                   keeping things real and                                                     when the circumstances are
                                                                                        right. The circumstances have          right.
                                                   straightforward. There is no
                                                                                        to be right. It means putting
                                                   need to use jargon and buzz


                                           Grow
                                                   words even in our business
                                                                                        things together that might not        Brand characters
                                                                                        normally go. e.g. scrumpy and

     Fly like
                                                   language. Herefordshire is a



                                           young
                                                                                        oysters. The real trick is to add     Beautiful
                                                   great place and should have                                                We are beautiful but not over
                                                                                        the confident attitude to it.

     a bird
                                                   the confidence to be down to                                               the top glamorous



                                           minds
                                                   earth – keep things simple, short    Scrumpy and Oysters – why not!
                                                                                                                              English with a twist
     Rolling hills await                           and to the point, flowery and
                                                                                        What this creates is surprises        A little quirky, a bit surprising
     afternoons of fun for                         romantic works for Paris but it’s
     all friends and family                                                             (not shocks). Expressing this is      and not always what you’d
                                                   not really us! The confidence
                                                                                        best achieved through headlines       expect
                                                   thing is really important, we
                                                                                        or as breaks in longer copy –         Motion
                                                   have life in the right balance but
                                                                                        break things up a bit, it’ll make     We are vibrant and rich in
                                                   there’s no need to show off – we
                                                                                        things interesting. Most of all       colour, there’s choice and
                                                   can leave that to others.
                                                                                        start with the right attitude.        things going on around us
                                                   Whatever else we do, one thing       Writing about Herefordshire
These guidelines are for guidance and              is really important to how we        should be like living there           Working
certain situation will require different
                                                   sound, and it’s called manners.      – rewarding and full of self          Behind beauty there is always
applications. In all instances use your
                                                   One of our key brand values is       expression.                           purpose, there’s things going
professional judgement.
                                                                                                                              on and success being built
36                                                                                         37

Our style                                                                                  Our bully boilerplate
                                                                                           A short paragraph about the county



    Made by the people
                                 nse of
    Our style is to evoke that se
                                 ’. Using                                                                                                                                       Remember, our style is
    being ‘Made by the people                                       Our Social Media                                                                                            made by the people!
                                  cts to                            icons are made by
    flexible but interesting obje                                   the people!
                                 e’re in the
    get our message across. W                                                                   Herefordshire is a place where you can watch
                                   at with
    country so give a sense of th
                                                                                                things grow, where you can kick back and
                                                                                                relax in a balanced pace of life. It is about the
                                    n’t be to
     torn edges or texture but do
                                                                                                people, the community and the distinctive
                                                                                                character. Let the natural and wholesome
                                  ds of May!
     rustic, we’re not Darling Bu
                                                                                                beauty of Herefordshire speak for itself in its
                                                                                                beautiful, but not over the top glamorous, way.

                                                                                                                                                                                         Herefordshire is a place where
                                                                                You
                                                                                tube                                                                                                     you can watch things grow,
                                                                                                                                                                                         where you can kick back and
                                                  Use different                                                                                                                          relax in a balanced pace of
                                                  holding devices                                                                                                                        life. It is about the people, the
                                                                                                                                                                                         community and the distinctive
                                                                                                                                                                                         character. Let the natural
                                                                                                                                                                                         and wholesome beauty of


 English
                                                                                                                                                                                         Herefordshire speak for itself in
                                                                                                                                                                                         its beautiful, but not over the



with a twist!
                                                                                                                                                                                         top glamorous, way.
                                                                                                     Herefordshire is a place where you can
                                                                                                     watch things grow, where you can kick back
                                                                                                     and relax in a balanced pace of life. It is
                                   e.co.uk                                                           about the people, the community and the
 Herefordshire   InvestHerefordshir
      Business                                                                                       distinctive character. Let the natural and
                                                                                                     wholesome beauty of Herefordshire speak
                                                                                                     for itself in its beautiful, but not over the
                                                                     We can apply                    top glamorous, way.
                                                                     different coloured/                                                                                                When applying the boiler
                                                                     tor n paper styles                                                                                                 plate lets think about how to
                                                                     and holding devices                                                                                                present it, for example, if it’s
                                                                                                                                                                                        in an education piece let’s
                                                                     where we can.                                                                                                      give it that flavour.
                                             If we’re                                      Our boilerplate
                                             promoting an                                  Our boilerplate may be created using any colours from our palette,
                                             art fair, let’s                               incompassing our full colour, Single colour, and white out versions Size and
                                             get messy                                     format is flexible and care should be taken to ensure text is legible and included
                                                                                           word for word. Minimum point size for copy is 6pt using Avenir 45 Book.
38                                                              39

Our photography
Photography is an important part of our brand, reflecting our   Using photography
                                                                We want to express
personality and demonstrating our offer as a destination.       our Brand characters.
                                                                Within this let’s make
                                                                sure we start off with an
                                                                interesting shot. Have a
People *                                Experience *            focus in the shot which
                                                                demonstrates one of our
                                                                values and is true to the
                                                                piece it is accompanying.
                                                                Avoid using stock
                                                                photography where
                                                                possible.

                                                                Motion
                                                                We are vibrant and rich in
                                                                colour, there’s choice and
                                                                things going on around us




Events *                Landscape       Location *




                                                                English with a twist *              Beautiful *                     Working *
                                                                A little quirky, a bit surprising   We are beautiful but not over   Behind beauty there is always purpose, there’s things
                                                                and not always what you’d           the top glamorous               going on and success being built
                                                                expect

Structure and texture

                                                                * The photography indicated here is for
                                                                reference purposes only. Images should be
                                                                purchased from gettyimages.com or taken
                                                                from our online Flickr library.


                                                       *   *
40                                                                  41

Our bully textures
We have an online library of bully textures to use to create your
own logo. Please see P14 for details of application.
42                                                                                                                                              43

Our framework                                                                                                                                   How we look
Our framework provides a structural foundation for consistent                                                                                   on Letterhead, Continuation and Business cards
organisation of our elements. It’s a highly flexible system
designed to encourage creativity, rather than restrict it.

                                                                                                                                                Our Letterhead                                                                                                Our Continuation page
9 columns                 Our page may be divided into 3,6 or 9 columns depending on requirement      3 columns


10mm margin

Preferred
Position
of logo




                                                                                                      6 columns




                                                                                                                                                                                                    LiveHerefordshire   T: (44) 01432 268430
                                                                                                                                                                                                    Hereford HR4 9BW    E: tourism@visitherefordshire.co.uk
                                                                                                                                                                                                    Herefordshire, UK   E: groups@visitherefordshire.co.uk




                                                                                                                                                Our Business cards
                                           5mm gutter

                                                                                                                                                                  35 Hafod Road
                                                                                                                                                                  Hereford
                                                                                                                                                                                                                                                                                      LiveHerefordshire                  John Smith
                                                                                                                                                                  HR1 1SH
                                                                                                                                                                                                                                                                                      Hereford HR4 9BW                   Marketing Assistant
                                                                                                                                                                  T: 01432 261784                                                                                                     Herefordshire, UK
                                                                                                                                                                  E: rejones@herefordshire.gov.uk
                                                                                                                                                                                                                                                                                      T: (44) 01432 268430
                                                                                                                                                                                                                                                                                      E: john@visitherefordshire.co.uk
Columns                                            Margins                                         Logo placement
                                                                                                                                                 Rachel Jones
Our page may be divided into columns               Our ideal page margin is 10mm, though           Our logo should sit top right but can move    Brand Manager
                                                                                                                                                 Herefordshire
with a multiple of three – up to 9 columns.        this will change depending on document          to any corner for flexibility. See p17 for    County Council

This allows a high degree of flexibility,          size, thickness and binding.                    more information.
Particularly for text heavy documents.
44                                                                                         45

How we look                                                                                How we look
on county wide logo advertising                                                            on endorsing logo advertising




                                  Balance
                                  work                                                               locally
                                                                                                                         Grown

                                  &life                                                                                           eaten
                                                                     Herefordshire.co.uk                                          MadeHerefordshire.co.uk
Core Brand advertising




                                                                                                Connect
Advertising                       When to use Core Brand advertising
Here are examples of core brand   Use core brands when advertising the a
advertising.                      constituency as a whole. For example,                               InvestHerefordshire.co.uk
                                  when we are advertising a County Business
                                  conference. See p11 for details of how to
                                  use the core brand.
46                                                                                                           47

How we look
on campaign logo advertising




                                                          fordshire
    Here fordshire
                                                                                                                                                                                    fordshire
                                                                                                                             fordshire                   Accommodation
                                                                                                                                                         Guide
    you can



                                                                                                                                                                             Our market
                                                                                                                                                                             is Japan                          e.co.uk
                                                                                                                                                                             Herefordshire
                                                                                                                                                                                  Business
                                                                                                                                                                                             InvestHerefordshir




                                                                                                                                                                         *



                                                    Enjoy
                                                    fine food
                                                    Everything on this plat
                                                                           e
                                                                                                                                                                                                                         fordshire

                                                    is grown 5 miles from
                                                    this restaurant

                                                                               MadeHerefordshire.co.uk

                                                *
                                                                                                                                                                             Join our weekly

    Go full                                                                                                                                      Wake up
                                                                                                                                                                                book club                                        LiveHerefordshire.co.uk
                                                         fordshire


                                                                                                                                                 late and
                                                                                                                                                                         *




     throttle
        Here fordshire
        you can                                                                       Grow
                                                                                      young
                                                                                      minds
                                                                                                                                                 not worry
                     VisitHerefordshire.co.uk                                          Herefordshire.co.uk                                   VisitHerefordshire.co.uk
*




                                                                                                             * The photography indicated here is for
                                                                                                             reference purposes only. Images should be
                                                                                                             purchased from gettyimages.com or taken
                                                                                                             from our online Flickr library.
Herefordshire Brand Guidelines
Herefordshire Brand Guidelines
Herefordshire Brand Guidelines

More Related Content

Similar to Herefordshire Brand Guidelines

BridgeTalks - Inside the Brand DNA of Employee Engagement
BridgeTalks - Inside the Brand DNA of Employee EngagementBridgeTalks - Inside the Brand DNA of Employee Engagement
BridgeTalks - Inside the Brand DNA of Employee EngagementBridge Training and Events
 
Crystallising your vision, mission and values
Crystallising your vision, mission and valuesCrystallising your vision, mission and values
Crystallising your vision, mission and valuesCharityComms
 
kornferry - our approach to search
kornferry - our approach to searchkornferry - our approach to search
kornferry - our approach to searchBeau Lambert
 
Corporate communication content for digital signage
Corporate communication content for digital signageCorporate communication content for digital signage
Corporate communication content for digital signageMediaTile Digital Signage
 
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?Concept Image
 
Startup Secrets - Vision, Mission, Culture
Startup Secrets - Vision, Mission, CultureStartup Secrets - Vision, Mission, Culture
Startup Secrets - Vision, Mission, CultureMichael Skok
 
Culture, Vision, and Mission
Culture, Vision, and MissionCulture, Vision, and Mission
Culture, Vision, and MissionStartup Secrets
 
Recent Projects
Recent ProjectsRecent Projects
Recent Projectskarlhudson
 
Within People - A Guide to Bringing Values to Life
Within People - A Guide to Bringing Values to LifeWithin People - A Guide to Bringing Values to Life
Within People - A Guide to Bringing Values to LifeWithin People
 
Leadership In The 21st Century Training by NACD
Leadership In The 21st Century Training by NACDLeadership In The 21st Century Training by NACD
Leadership In The 21st Century Training by NACDAtlantic Training, LLC.
 
iQual Credentials
iQual CredentialsiQual Credentials
iQual CredentialsiQual
 
VB PORTFOLIO.pdf
VB PORTFOLIO.pdfVB PORTFOLIO.pdf
VB PORTFOLIO.pdfTandile
 
Indspire brand standards manual j ecker
Indspire brand standards manual j eckerIndspire brand standards manual j ecker
Indspire brand standards manual j eckerJohn Ecker
 
Telling Your Story Through Branding
Telling Your Story Through BrandingTelling Your Story Through Branding
Telling Your Story Through BrandingImaginasium, Inc.
 
Rethink your Thinking
Rethink your ThinkingRethink your Thinking
Rethink your ThinkingEdo van Dijk
 

Similar to Herefordshire Brand Guidelines (20)

BridgeTalks - Inside the Brand DNA of Employee Engagement
BridgeTalks - Inside the Brand DNA of Employee EngagementBridgeTalks - Inside the Brand DNA of Employee Engagement
BridgeTalks - Inside the Brand DNA of Employee Engagement
 
Crystallising your vision, mission and values
Crystallising your vision, mission and valuesCrystallising your vision, mission and values
Crystallising your vision, mission and values
 
kornferry - our approach to search
kornferry - our approach to searchkornferry - our approach to search
kornferry - our approach to search
 
Corporate communication content for digital signage
Corporate communication content for digital signageCorporate communication content for digital signage
Corporate communication content for digital signage
 
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?
Identité visuelle et plateforme de marque : ça sert vraiment à quelque chose ?
 
Startup Secrets - Vision, Mission, Culture
Startup Secrets - Vision, Mission, CultureStartup Secrets - Vision, Mission, Culture
Startup Secrets - Vision, Mission, Culture
 
Culture, Vision, and Mission
Culture, Vision, and MissionCulture, Vision, and Mission
Culture, Vision, and Mission
 
Recent Projects
Recent ProjectsRecent Projects
Recent Projects
 
Within People - A Guide to Bringing Values to Life
Within People - A Guide to Bringing Values to LifeWithin People - A Guide to Bringing Values to Life
Within People - A Guide to Bringing Values to Life
 
Leadership In The 21st Century Training by NACD
Leadership In The 21st Century Training by NACDLeadership In The 21st Century Training by NACD
Leadership In The 21st Century Training by NACD
 
6. leadership in-the_21st_century
6. leadership in-the_21st_century6. leadership in-the_21st_century
6. leadership in-the_21st_century
 
Brand New
Brand NewBrand New
Brand New
 
Huthwaite BrandNew
Huthwaite BrandNewHuthwaite BrandNew
Huthwaite BrandNew
 
PLUS: Case Study
PLUS: Case StudyPLUS: Case Study
PLUS: Case Study
 
White Stuff Editorial - Take A Peek!
White Stuff Editorial - Take A Peek!White Stuff Editorial - Take A Peek!
White Stuff Editorial - Take A Peek!
 
iQual Credentials
iQual CredentialsiQual Credentials
iQual Credentials
 
VB PORTFOLIO.pdf
VB PORTFOLIO.pdfVB PORTFOLIO.pdf
VB PORTFOLIO.pdf
 
Indspire brand standards manual j ecker
Indspire brand standards manual j eckerIndspire brand standards manual j ecker
Indspire brand standards manual j ecker
 
Telling Your Story Through Branding
Telling Your Story Through BrandingTelling Your Story Through Branding
Telling Your Story Through Branding
 
Rethink your Thinking
Rethink your ThinkingRethink your Thinking
Rethink your Thinking
 

Herefordshire Brand Guidelines

  • 1. 1 Understand the brand
  • 2. 3 Before you jump in. Our brand is controlled and managed by the Herefordshire brand management group. This group of companies include Visit Herefordshire, the local authority and the Herefordshire Business Board. It is their job to ensure that those using the brand use it properly and that quality standards are maintained for the good of all. Being able to use the brand is on application. We have an online brand toolkit giving you access to a whole range of assets within these guidelines. On the site we have 3 different partnership options for you to choose from, one which offers a taste of the brand, one which offers a wider selection of brand assets and another which offers everything we have available. Three simple steps:- 1. Visit www.hereyoucan.co.uk 2. Fill in the sign up form and select suitable partnership 3. Await email with username and password and away you go. Your application will be reviewed initially by our brand guardian Rachel Jones and if necessary by the brand management group. Brand Guardian Rachel Jones, Brand Manager, Herefordshire Council PO Box 4, Plough Lane, Hereford, HR4 OLE T: 01432 261784 E: rejones@herefordshire.gov.uk
  • 3. 4 5 The Herefordshire What are we trying visual identity to achieve? This is a guide to using the basic elements of our visual Our brand is much bigger than this visual identity. identity. We have worked really hard to create something It has a key role to play in our present and our future. which is exciting, relevant to us and of which we all can The brand’s agenda:- be proud. So, please take care of it! Position Protect ‘Where’ Character & proposition Agenda Push Promote Position ‘change’* as Herefordshire acceptable Attraction *But it must be aligned with our character & values Tourism Business Community
  • 4. 6 7 Behind the visual identity Brand characters They say that a great logotype draws its strength from what We also worked hard to define a series of words and statements it symbolises. Whoever “they” are, we think they’re right. which define our character. Stop and think of Herefordshire as a So before we designed anything we did a lot of work to person: this is how we would describe them. In everything we do understand our proposition. we must stay in character, otherwise we will start confusing our Our core proposition is: where things grow. Herefordshire friends and that won’t do at all. has the conditions to choose and grow a balanced pace of life. The heart of this proposition is that Herefordshire Beautiful provides visitors, the community and business with unique We are beautiful but not over the top glamorous opportunities for discovery and fulfilment. 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 Scrumpy Behind beauty there is always purpose, there’s things going on & oysters... and success being built Why not?
  • 5. 8 9 These are our values. Herefordshire They capture our beliefs. HEREFORDSHIRE Respectful This is the core of our identity. It’s simply our name. But because Respect for people, the landscape and the retention of the first four letters spell the word HERE we have the opportunity a true community. to let the identity come to life and do more than simply identify us. It helps us build an identity which works hard for us. It can Balanced identify things, it’s an invitation, it captures our aspirations and Keeping a balanced perspective and a time rich pace of life. tells our story... Of course we planned it this way when we named the County – clever eh! Aspirational Achieving our aspirations by balancing the best of tradition with the latest in new ways of thinking. Here is an example of how the Here fordshire you can identity works Balance life work and
  • 6. 10 11 Our core mark The core mark can be used in two ways. Herefordshire Describe Identify Visit Live and inspire and instruct Here Here We use this structure when We add short words we are talking about the which either identify county as a whole, this is or instruct. because it represents an The use of this will Invest Made Here Here Here aspirational positioning. be limited to the four We also use this mark main constituencies in our campaigns where you can of the brand (tourism, it is supported with an community and additional message. business). In addition, Create Grown E.g. special applications such as major events Here Here can use this structure Herefordshire (subject to approval). you can Big Chill See the stars Here Please refer to p20 for guidance on how the brands messaging works
  • 7. 12 13 The county wide logo Endorsing logos This is our master logo. We add the Herefordshire bull because The bull also forms the core mark for endorsing our constituencies. it is an icon of the County and his story is a big part of us and our Depending on the type of business you are, you may want to use history. one or more. It is the lead logo that is used in county wide campaigns and Tourism Community activities. For example a tourism campaign on road signs or to promote the county at a trade show. We affectionately call him Visit Live Bully, but don’t try to change his shape or proportions otherwise it’s well, red rag to a bull.... Here Here Business Product Invest Made You can’t ‘ beat a bit Here Here of bully Creating Produce Grown Here Create Here Here you can Special application Big Chill Here In addition, special applications such as major events can use this structure (subject to approval).
  • 8. 14 15 A bull with personality The bull also forms the core mark for each of the constituencies and in the process can take on different character, tone and texture. As long as they How we treat the logo with colour and texture. remain relevant, the possibilities are endless. Master logo Colours Tourism Community Pantone 490 C Black Pantone 726 C C0 M74 Y100 K72 C0 M0 Y0 K100 C100 M0 Y60 K72 R100 G34 B0 R35 G31 B32 R0 G72 B58 Business Product Black and white White and black Creating Produce Single colour White out on imagery Special application Adding personality Adding personality In addition, special applications such as major events can use this structure (subject to approval).
  • 9. 16 17 Bully on backgrounds Be nice to bully Here are some examples of how the logos work on To ensure consistency and recognition of our brand there are some different backgrounds basic rules for using the logos. The good, the bad and the ugly. Core logos on Images Good: Do use any core logo on white Good: Do use any core logo on colour Do use any core logo on photography Core logos on colour Bad: Do not place any core logos onto colour Bad: Do not place any core logos onto backgrounds which make it illegible photography which make it illegible Ugly: Do not scale our Ugly: Do not colour any part of our logo disproportionately logotype. Bull can be with approval. Using our logo on colour Using our logo on photography File formats: EPS/AI When using colour logos When to use our mono logo Any of our core logos may be placed onto Any of our core logos may be placed onto Our EPS and AI files should be used to Always ensure there is adequate contrast The master mono logo should only be colours from our palette. Take care to photography. Always ensure there is plenty reproduce the logo wherever possible. when using core logos on colour used when printing in black and white. ensure the colours are complementary and of contrast and the logotype is clearly This ensures the correct colouring of the backgrounds. Take care to ensure the logo There are no other exceptions the logotype is legible. legible. logo. Our logos are available in all industry colour complements the background. standard formats and can be downloaded from toolkit
  • 10. 18 19 ‘Here you can’ messaging The ‘Here you can’ part of the logo is an invitation to express There are two ways of structuring the ‘Here you can’ messaging. ourselves with a whole range of messages. It is important when The first is with the county wide logo & campaign logos. creating messaging that we remember our values especially english with a twist. Below are a few examples of how we can Logo with project our messages in an interesting way. Here you can Invitation Good examples of Here you can messaging:- Balance Here you can... Our valued work &life message go full throttle grow young minds wake up late and not worry grow a business balance work and life relax and not worry see the stars fly like a bird Our way of connect take advantage of incentives contact Herefordshire.co.uk access customers fight mother nature taste natures goodness Do’s and don’ts Bad examples of Here you can messaging:- Don’t attach any kind of message to the logo. Do use messaging in adverts and other The logo must always stand alone promotion materials. Here you can... go to sleep canoe down a river fordshire walk around drive around the countryside eat out buy ironing boards work all day Grow young buy ironing boards minds Herefordshire.co.uk Why? Because they don’t capture our values
  • 11. 20 21 ‘Here you can’ messaging The second way of structuring the ‘Here you can’ messaging is Guidance on how to use the Here you can copy line with the endorsing logos Don’t overpower the valued message by over Do let the valued message be the star of the sizing the Here you can copy. show and use Here you can with discretion. Your logo here Here Here you can Your business you can fight fight logo mother nature Our Here you can copy line mother Here you can nature These guidelines are for guidance and certain situations will require different applications. In all instances use your professional judgement. Your valued message fight mother Do’s and don’ts nature Don’t attach any kind of message to the logo. The logo must always stand alone Do use messaging in adverts and other promotion materials. Your logo here www.yourwebaddress.co.uk relax & In association with Herefordshire Tourism Board Here you can not worry Your business Endorsing logo to buy ironing boards www.yourwebaddress.co.uk web address In association with Herefordshire Tourism Board
  • 12. 22 23 Bully with scale A4 A3 How we treat the logo identity on different applications. A5 Breathing space The logo requires space around it to maximise its visual presence. Recommended sizes Above shows how we have used the ‘H’ from ‘Here’ as our guide. A5 (portrait & landscape) Leave at least this area clear around the brand mark, preventing - 45mm wide any other graphic elements such as images or type interfering. A4 (portrait & landscape) 70mm - 55mm wide A3 (portrait & landscape) - 70mm wide In all instances, consider legibility when using different print techniques or on different substrates. Positioning the logo 45mm The preferred position of the logo is top left although it has been Minimum size designed to work in every alignment - The smallest size the logo can top, bottom, left and right with the logo appear is 20mm wide. equidistant from the edges.
  • 13. 24 25 Friends of bully There will be occasions when we work in partnership with other organisations and our logo will appear alongside other brands. To ensure we all work well together we have created some basic rules for application. Working with someone else Unless one partner is playing a major supporting role, we consider working with someone else to be a joint partnership. Such a partnership means joint prominence on communication materials; always ensure that each logo is visually equal. Our preferred position is to the left of the other brand. Working with a few people When working alongside a number of other brands, all logos can be divided with a simple key line to equal prominence. This forms a visual hierarchy and aligns other brands with the official tourism brand. Our preferred position is to the left of the other brand. Working with others When sizing logos make sure our brand logo is not overshadowed by others. Always adhere to our exclusion zone and minimum size (see p20).
  • 14. 26 27 Campaign logos Community: Education Community To bring the logo to life in campaigns, we can overlay the ‘Here you can’ element of the core logotype. The bull is replaced Here fordshire Here fordshire you can with a unique texture, colour or symbol which is relevant to the you can activity or subject matter of the campaign. For guidance on how messaging works with campaign logos go to p18. An example of how the Business Community/Tourism: Arts/Crafts campaign marks work Here fordshire you can Here fordshire Here fordshire you can you can Fly like a bird Rolling hills await Tourism: Summer fun Tourism: Outdoor/Recreation afternoons of fun for all friends and family Here fordshire Here fordshire you can you can Herefordshire Outdoors VisitHerefordshire.co.uk
  • 15. 28 29 Using our campaign marks Correct Campaign mark use on backgrounds To ensure consistency and recognition of our brand there are some basic rules for using campaign marks. The good, the bad Here are some examples of how the campaign marks work on and the ugly. different backgrounds Campaign marks on Images Good: Do use any campaign Good: Do use any campaign mark Bad: Do not place any campaign mark on white on colour backgrounds mark onto colour backgrounds which make it illegible Here fordshire you can Here fordshire you can Here fordshire you can Here fordshire you can Campaign marks on colour Bad: Do not place any Ugly: Do not scale Ugly: Do not use inappropriate campaign mark onto our campaign marks colours or images for a campaign photography which disproportionately mark. All campaign marks have make it illegible to be signed off by the brand guardian before use Here fordshire Here fordshire you can you can Here fordshire you can Here fordshire you can Using our logo on colour Using our logo on photography File formats: EPS/AI When using colour logos Any of our campaign marks may be placed Any of our campaign marks may be placed Our EPS and AI files should be used to Always ensure there is adequate contrast onto colours from our palette. Take care to onto photography. Always ensure there reproduce the logo wherever possible. when using campaign marks on colour ensure the colours are complementary and is plenty of contrast and the logotype is This ensures the correct colouring of the backgrounds. Take care to ensure the mark the logotype is legible. clearly legible. logo. Our logos are available in all industry colour complements the background. standard formats and can be downloaded from toolkit
  • 16. 30 31 Our colours Our typography Our colour palette consists of twenty four colours to reflect Our typefaces are a common thread which link our the landscape, personality and spirit of Herefordshire. communications: Amasis and Avenir. Both these typefaces sit comfortably together though it’s Herefordshire Red Pantone 485 C Black C0 M0 Y0 K100 White C0 M0 Y0 K0 Chocolate Pantone 490 C Twilight Pantone 3308 C Cream Pantone 726 C important to take note of the role they play. C0 M95 Y100 K0 R35 G31 B32 R225 G225 B225 C0 M74 Y100 K72 C100 M0 Y60 K72 C0 M8 Y23 K2 R226 G22 B26 R100 G34 B0 R0 G72 B58 R249 G228 B194 Our typefaces Rust Berry Sunset Mustard Midnight Wild Berry Our headline, title and feature typeface: Our headline, title and feature typeface: Herefordshire Pantone 180 C Pantone 1805 C Pantone 138 C Pantone 123 C Pantone 432 C Pantone 5115 C C0 M79 Y100 K11 C0 M91 Y100 K23 C0 M42 Y100 K1 C0 M24 Y94 K0 C23 M2 Y0 K77 C75 M100 Y70 K15 R217 G84 B30 R191 G49 B26 R245 G160 B26 R225 G196 B37 R54 G67 B77 R92 G41 B70 Amasis Light PL Amasis PL Herefordshire Amasis Medium PL Herefordshire Meadow Royal Green Young Grass Lawn Stone Deep River Pantone 346 C Pantone 562 C Pantone 382 C Pantone 355 C Pantone 7529 C Pantone 5483 C And for everything else:- And for everything else:- C55 M0 Y47 K0 C85 M0 Y50 K31 C29 M0 Y100 K0 C94 M0 Y100 K0 C0 M4 Y12 K17 C82 M0 Y28 K52 R104 G188 B143 R0 G133 B118 R193 G216 B47 R0 G169 B79 R207 G196 B178 R0 G106 B113 Avenir 35 Light Behind beauty there is Avenir 35 Light Oblique always purpose. In simple Avenir 45 Book terms, it works beautifully. Avenir 55 Roman Example of body copy:- Taupe Pantone Deli Pantone 4735 C Valley Pantone 450 C Sky Pantone 571 C Olive Pantone 399 C Strong Blue Pantone 638 C Avenir 55 Oblique The county is famous for its apple and pear Warm Grey 10 C C0 M22 Y23 K15 C60 M50 Y100 K22 C32 M0 Y19 K0 C0 M0 Y100 K43 C83 M0 Y10 K0 C0 M14 Y28 K55 R218 G180 B163 R103 G101 B47 R171 G220 B212 R148 G138 B0 R0 G182 B221 Avenir 85 Heavy orchards, and its cider. There are many orchards around the county but not as many R138 G121 B103 Avenir 85 Heavy Oblique as there once were. In the last few years, soft fruits such as strawberries have become a new and rapidly expanding area of the agricultural economy of the county. Using colours Here is a structured set of colours for the County. To be as flexible as possible, you can use tints of any of these colours, as long as they are complimentary to the brand.
  • 17. 32 33 Our typographic hierarchy Our typographic rules When there’s a lot of information to communicate its important It is important we represent ourselves consistently across our to employ hierarchy to help readers understand messages simply communications. This projects a clear, cohesive message to our and clearly. This means that whether you have one minute or one audience and strengthens our brand. hour you still get the gist of the message. Using our name in copy Style and grammar Herefordshire is our county; it is • Don’t use underlines beautiful, quirky, vibrant and with purpose. Our name, Herefordshire, • Avoid too many hyphenations addresses the county and should in any paragraph never be abbreviated or be mixed Level 1 • The first time you use an with the city Hereford as this Our headline, title and acronym always use the full indicates an entirely different thing. feature typeface name first Amasis Light PL Using our strapline in copy English Amasis PL • Use capital letters in all Herefordshire you can is part of Amasis Medium PL acronyms and abbreviations our registered trademarked logo and consequently should not be • To emphasise specific words use ith a twist! Level 2 a used in copy. If you are one of our the next heaviest font weight w Standfirst and Sub headings (Avenir 65 registered Campaign Partners, only • Use italics when crediting a Medium) then can you use our strapline – photographer in captions however, its usage will require the Level 2 b relevant authorisation. • Write the numbers one to nine chards, and apple and pear or Body copy (Avenir 45 in words, and numerical figures The coun ty is famous for its the county but Writing our web and email address orchards around Book) As a rule, the for number 10 and above its cider . There are many Web and email addresses in should ere once were. body copy size on an A4 not as many as th ve both be emphasised by using a • Never list complicated websites, as strawberries ha document is 9/11.5pt. s, soft fruits such keep them to the home page or In the last few year expanding area of the agricult ural heavier font weight. Our website a new and rapidly This can vary depending should be written without the www first level page become unty. on the amount of copy economy of the co (see below). • Be consistent and the purpose of the e.co.uk VisitHerefordshir piece, so should be VisitHerefordshire.co.uk • Spell check everything judged on an individual LiveHerefordshire.co.uk basis. InvestHerefordshire.co.uk Level 3 The sign off or call to MadeHerefordshire.co.uk action. Here we are ‘ You can’t using the website as beat a bit an example. Notice we have a capital ‘V’ and ‘H’ of bully to reinforce our brand character.
  • 18. 34 35 Our typographic style How we sound How we sound is very important to us and our brand. We want our voice to be unique to us and therefore a strong reflection of Cluster headings Our headings use size, placement and us and what is important to us. spacing to express parts of our message and their relative importance. So before you write anything, ‘respectful’. What this means is think about how you can get in being polite and courteous, not Your check list. to character. And, if appropriate taking things for granted. So Start with the right attitude – which of our characteristics is when you write about us, think I’m going to enjoy expressing most important to the message how you would like to be myself. relax & Here you can or the person you want to spoken to. Get in to character – receive it. dress up if you want to! Within our brand character is not worry To begin with we should always be friendly and personable something called English with a twist. What this means is that I’m going to sound... • Friendly and personable so use personal pronouns; I, we shouldn’t be afraid to be a we, you, rather than the third bit quirky, a little bit eccentric, • Real and straightforward person. This creates a strong even slightly cheeky. We want • Confident but down to earth overall tone and makes the things to have some wit to our • Polite and courteous Simple headings reader or listener feel welcome. language, but don’t try and be • I won’t be afraid to be a bit Sometimes keeping it simple can be the funny for the sake of it. Only quirky and witty but only Support this welcome by best option. Here are some examples. try it when the subject matter is keeping things real and when the circumstances are right. The circumstances have right. straightforward. There is no to be right. It means putting need to use jargon and buzz Grow words even in our business things together that might not Brand characters normally go. e.g. scrumpy and Fly like language. Herefordshire is a young oysters. The real trick is to add Beautiful great place and should have We are beautiful but not over the confident attitude to it. a bird the confidence to be down to the top glamorous minds earth – keep things simple, short Scrumpy and Oysters – why not! English with a twist Rolling hills await and to the point, flowery and What this creates is surprises A little quirky, a bit surprising afternoons of fun for romantic works for Paris but it’s all friends and family (not shocks). Expressing this is and not always what you’d not really us! The confidence best achieved through headlines expect thing is really important, we or as breaks in longer copy – Motion have life in the right balance but break things up a bit, it’ll make We are vibrant and rich in there’s no need to show off – we things interesting. Most of all colour, there’s choice and can leave that to others. start with the right attitude. things going on around us Whatever else we do, one thing Writing about Herefordshire These guidelines are for guidance and is really important to how we should be like living there Working certain situation will require different sound, and it’s called manners. – rewarding and full of self Behind beauty there is always applications. In all instances use your One of our key brand values is expression. purpose, there’s things going professional judgement. on and success being built
  • 19. 36 37 Our style Our bully boilerplate A short paragraph about the county Made by the people nse of Our style is to evoke that se ’. Using Remember, our style is being ‘Made by the people Our Social Media made by the people! cts to icons are made by flexible but interesting obje the people! e’re in the get our message across. W Herefordshire is a place where you can watch at with country so give a sense of th things grow, where you can kick back and relax in a balanced pace of life. It is about the n’t be to torn edges or texture but do people, the community and the distinctive character. Let the natural and wholesome ds of May! rustic, we’re not Darling Bu beauty of Herefordshire speak for itself in its beautiful, but not over the top glamorous, way. Herefordshire is a place where You tube you can watch things grow, where you can kick back and Use different relax in a balanced pace of holding devices life. It is about the people, the community and the distinctive character. Let the natural and wholesome beauty of English Herefordshire speak for itself in its beautiful, but not over the with a twist! top glamorous, way. Herefordshire is a place where you can watch things grow, where you can kick back and relax in a balanced pace of life. It is e.co.uk about the people, the community and the Herefordshire InvestHerefordshir Business distinctive character. Let the natural and wholesome beauty of Herefordshire speak for itself in its beautiful, but not over the We can apply top glamorous, way. different coloured/ When applying the boiler tor n paper styles plate lets think about how to and holding devices present it, for example, if it’s in an education piece let’s where we can. give it that flavour. If we’re Our boilerplate promoting an Our boilerplate may be created using any colours from our palette, art fair, let’s incompassing our full colour, Single colour, and white out versions Size and get messy format is flexible and care should be taken to ensure text is legible and included word for word. Minimum point size for copy is 6pt using Avenir 45 Book.
  • 20. 38 39 Our photography Photography is an important part of our brand, reflecting our Using photography We want to express personality and demonstrating our offer as a destination. our Brand characters. Within this let’s make sure we start off with an interesting shot. Have a People * Experience * focus in the shot which demonstrates one of our values and is true to the piece it is accompanying. Avoid using stock photography where possible. Motion We are vibrant and rich in colour, there’s choice and things going on around us Events * Landscape Location * English with a twist * Beautiful * Working * A little quirky, a bit surprising We are beautiful but not over Behind beauty there is always purpose, there’s things and not always what you’d the top glamorous going on and success being built expect Structure and texture * The photography indicated here is for reference purposes only. Images should be purchased from gettyimages.com or taken from our online Flickr library. * *
  • 21. 40 41 Our bully textures We have an online library of bully textures to use to create your own logo. Please see P14 for details of application.
  • 22. 42 43 Our framework How we look Our framework provides a structural foundation for consistent on Letterhead, Continuation and Business cards organisation of our elements. It’s a highly flexible system designed to encourage creativity, rather than restrict it. Our Letterhead Our Continuation page 9 columns Our page may be divided into 3,6 or 9 columns depending on requirement 3 columns 10mm margin Preferred Position of logo 6 columns LiveHerefordshire T: (44) 01432 268430 Hereford HR4 9BW E: tourism@visitherefordshire.co.uk Herefordshire, UK E: groups@visitherefordshire.co.uk Our Business cards 5mm gutter 35 Hafod Road Hereford LiveHerefordshire John Smith HR1 1SH Hereford HR4 9BW Marketing Assistant T: 01432 261784 Herefordshire, UK E: rejones@herefordshire.gov.uk T: (44) 01432 268430 E: john@visitherefordshire.co.uk Columns Margins Logo placement Rachel Jones Our page may be divided into columns Our ideal page margin is 10mm, though Our logo should sit top right but can move Brand Manager Herefordshire with a multiple of three – up to 9 columns. this will change depending on document to any corner for flexibility. See p17 for County Council This allows a high degree of flexibility, size, thickness and binding. more information. Particularly for text heavy documents.
  • 23. 44 45 How we look How we look on county wide logo advertising on endorsing logo advertising Balance work locally Grown &life eaten Herefordshire.co.uk MadeHerefordshire.co.uk Core Brand advertising Connect Advertising When to use Core Brand advertising Here are examples of core brand Use core brands when advertising the a advertising. constituency as a whole. For example, InvestHerefordshire.co.uk when we are advertising a County Business conference. See p11 for details of how to use the core brand.
  • 24. 46 47 How we look on campaign logo advertising fordshire Here fordshire fordshire fordshire Accommodation Guide you can Our market is Japan e.co.uk Herefordshire Business InvestHerefordshir * Enjoy fine food Everything on this plat e fordshire is grown 5 miles from this restaurant MadeHerefordshire.co.uk * Join our weekly Go full Wake up book club LiveHerefordshire.co.uk fordshire late and * throttle Here fordshire you can Grow young minds not worry VisitHerefordshire.co.uk Herefordshire.co.uk VisitHerefordshire.co.uk * * The photography indicated here is for reference purposes only. Images should be purchased from gettyimages.com or taken from our online Flickr library.