Version 3:0 September 2015

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1 Identity guidelines Version 3:0 September 2015

2 The Buxton logotype The new logotype embraces the concept of water - and a source of water. The focal point of the design is the letter O' where water emerges and the ripples create this letterform. The word Spa in the strapline intentionally centres underneath this device where it is also larger than the other words, again for emphasis. The overall design reflects and champions Buxton s Spa heritage, using classical typography - the design of both fonts is (appropriately) based on Roman carvings in stone. The use of capitals also enhances Buxton s authoritative and aspirational strapline. A vignette of blue runs through the type, once again supporting the concept of water. The strapline The aspirational England s Leading Spa Town is an integral part of the logo and the message we want to communicate. Any requests to reproduce the logotype without this must be sent to prior to being approved on a case by case basis by the Vision Buxton Board. Blue vignette 100% Cyan 25% Magenta 100% Cyan 75% Magenta 2

3 Colour palette The specifications of the corporate colours are given opposite. These colours must be adhered to in every instance. Primary colour palette These are our main colours and are intended for everyday use. The logotype reproduces in using a vignette of blue in the Buxton type. The breakdown for this is given here. The preferred option is to reproduce the logotype using these colours on a white background. or a reversal of this - so a white logotype on the blue vignette background. CMYK C 100 M 0 Y 0 K 0 CMYK C 100 M 100 Y 0 K 0 RGB R 0 G 172 B 238 RGB R 45 G 50 B 146 In certain circumstances (reflecting a supportive or partnership relationship), the Buxton logotype may be reproduced in a subsidiary colour which complements the associated brand. Requests to use the logotype in colours other than the standard colour palette must be sent to prior to being approved on a case by case basis by the Vision Buxton Board. Blue vignette Pantone 3015 CMYK C 90 M 60 Y 0 K 0 RGB R 8 G 106 B 180 Secondary colour palette A number of colours are available for additional usage. These are as shown here. The logotype should not be reproduced in these colours but these (and tints of these) can be used as backgrounds for supportive graphic elements. Pantone 338 CMYK C 40 M 0 Y 30 K 0 RGB R 153 G 212 B 192 Pantone 320 CMYK C 95 M 0 Y 25 K 5 RGB R 0 G 166 B 187 Pantone 468 CMYK C 0 M 10 Y 30 K 10 RGB R 232 G 208 B 169 3

4 Reproduction in colour Logotype in full colour Shown here are preferred options for full colour reproduction with the main brand colours. Preferred usage is on a white background Reversed reproduction on blue vignette background Logotype on a coloured background Occasionally, the Buxton logo may need to be used on a coloured background. Shown here are preferred options for use with the brand colours. Recommended reproduction against a light grey background Background is a 50% tint of pantone 338 Background is a 50% tint of pantone 468 Reversed reproduction on blue background, pantone

5 Reproduction in single colour Where the chosen print method (such as silk screen or ink jet) does not lend itself to reproducing the logotype with the graduated blue vignette, or when reproduced at a small size, it may be safer to use a single colour. Opposite are two acceptable ways of doing this; against a white background (blue 3015 or green 322). In addition to this, the logotype may be reproduced white out of a dark coloured background providing the logotype is clearly legible. Reproduction in single colour - solid blue pantone 3015 Reproduction in single colour - solid green pantone 322 Reproduction on light and dark backgrounds The logotype may be reproduced in single colour on a lightly coloured background, or reversed (white-out) of a dark coloured background, as shown in these examples. In such cases, care must to be taken to ensure that the logotype is legible. Reproduction on a light coloured background Reproduction on a dark coloured background Reproduction in black and white Where required, the single colour black version of the logotype may be used. Opposite are two acceptable ways of doing this; against a white background (preferred option) reversed out of a solid (black) background. It is also acceptable to reproduce the logotype in black on a lightly coloured background, providing the logotype is clearly legible. Reproduction in solid black Reversed out of black 5

6 Using the logotype (exclusion zone) All logos communicate more effectively when given prominence. Careful application and considered design will add value to the logo ~ and Buxton! An exclusion zone has therefore been established to ensure that the logo is always viewed in the most prominent way. The exclusion zone creates an invisible fence around the logo to prevent other graphic elements from impinging on it. This area is marked by using the height of the letter B (See example). Please note the logo must always be reproduced from artwork. Minimum size To ensure visibility, readability and accessibility, the Buxton logo should never be used smaller than the sizes which are shown here. The measurements indicates the smallest widths at which the logo can be used - 50mm when reproduced in full colour, 20mm when reproduced in single colour. When reproduced at a size smaller than 50mm wide, we would recommend a single colour is used, rather than the vignette. 6

7 Logotype positioning The examples above show the minimum spacing and positioning of the Buxton logotype. The preferred application of the logo is centred. This can also be placed bottom left or right. Please note that the examples opposite indicate the minimum and NOT the recommended spacing. Wherever possible, these guidelines must always be adhered to. 7

8 Incorrect usage It is important that we reproduce the logotype correctly, and in keeping with the guidelines specified in this document. We must NEVER stretch the logo or distort it, use different colours on the logotype or reproduce it with different colours, place the logo on busy photographic backgrounds, box or encapsulate the logo within another shape, reproduce the logotype with parts missing, reproduce the logotype against a similar background Do NOT stretch the logo or distort it Do NOT stretch the logo or distort it Do NOT reproduce the logotype in different colours Do NOT box or encapsulate the logo within another shape Do NOT reproduce the logo within a white box on a coloured background ENGLAND S LEADING SPA TOWN Do NOT use different fonts Do NOT reproduce the logo against similar backgrounds Do NOT reproduce the logotype on busy photographic backgrounds Do NOT reproduce the logotype with parts missing 8

9 Supportive typefaces The brand typeface is part of the Charlotte family shown here. This font is used in the strapline and is recommended for use wherever possible. Only in specific instances can alternative typefaces be used. Aa Bb Cc ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Charlotte Sans Book Aa Bb Cc ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Charlotte Sans Bold 9

10 Copyright accreditiation Copyright accreditation should always be shown when the logotype is reproduced on merchandise for which prior approval has been given by Vision Buxton. This accreditation is not required when the logo appears in print, on a web site, or in other electronic media. There is a visual relationship between the size of the Buxton logotype and that of the Vision Buxton accreditation. This wording can be placed centred underneath the words SPA, or visually centred to the X-height of BUXTON, reading upwards as shown on these examples. Vision Buxton The distance between the logotype and the accreditation is that of the height of the letter B. The minimum size for this type is 6pt, so that it is always readable and does not detract from the logotype. These sizes are not rigid - so if the Buxton logotype is to be shown bigger than illustrated here, the accreditation could remain the same size and distance from the logotype. Vision Buxton 10

11 Applications Buxton town guide Stunning photography combined with the blue vignette and graphics reversed out, creates a distinctive document. 11

12 Applications Retail investment advertising This example shows the new logotype applied to existing materials. 12

13 Applications Press advertisement Sample design shown promoting Buxton as a festival town. 13

14 Applications Stakeholder website The new logotype is applied to the bottom right hand corner of the page. 14

15 Applications Wayfinding signage Sample designs are shown for a directional monolith, location and information signage board. Location sign Location sign with QR code Directional monolith Information panel with interactive wi-fi links 15

16 Applications Digital media It is envisaged that the signage could contain a QR code. If this is scanned it would take the user to a website providing further information about a place or specific location. 16

17 Relationship with other organisations Suggestions for working sizes and positioning with other organisations are shown here. 17

18 Logotype usage tips The Buxton logotype artworks are 10cm wide. Files are vector artwork and also high resolution jpegs, ie 300dpi. Further information If you require further information or assistance with this identity, please contact; Colour formats You should be able to open or place the coloured rgb / grayscale format ones into all microsoft applications. Eric Tilley Tilley and Associates - Brand Communications There are a number which you won t be able to place or open; cmyk this colour format to be used on professionally produced documents. ai / eps these are vector formats which can only be opened (and scaled to any size without loss of quality) in adobe illustrator and are intended to be used on professionally produced documents. You will not be able to use (open or place) these formats in microsoft applications. All suppliers (such as printers, etc) will be able to use these. M E 18

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