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1 brand guidelines version 3

2 the background The Year of Young People 2018 aims to inspire Scotland through its young people celebrating their achievements, valuing their contribution to communities and creating new opportunities for them. The Year of Young People 2018 logo was designed in collaboration with young people from across Scotland. After all, it s young people who understand the audience better than anyone else. So, along with the help of Young Scot, we brought together a group of young people aged 8 to 22 years old, to work together with design students from Edinburgh College to create the logo. The result is a logo for young people, designed by young people.

3 the master logo

4 the rationale The circular design of the logo conveys inclusion and unity. The colours represent Scotland s diversity. Whilst movement and momentum, including a hidden arrow, are expressed in the type. The addition of a contemporary tartan makes it instantly recognisable as Scottish.

5 giving the logo some space When using the logo, please make sure no other elements enter the exclusion area. The space around the logo is equal to one quarter of the icon s diameter. getting the size right When reducing the size of the logo, please make sure that the master logo never appears smaller than 15mm in height. 15mm The exclusion area around the logo.

6 other master logo versions The full colour logo should always be used on a white background. But, mono and reversed logos are also available and can be used on colour backgrounds if necessary. Mono logo If you re wondering how the Gaelic version is pronounced, it goes something like blee-ana na hoy-cree. Reversed logo getting the size right The mono logo shouldn t go any smaller than 10mm in height. 10mm

7 the compact logo We have also created a compact version of our logo. This should only be used in small or narrow spaces where the master logo becomes too hard to read.

8 giving the logo some space When using the compact logo, please make sure no other elements enter the exclusion area. The space around the compact logo is equal to one quarter of the logo s diameter. getting the size right When reducing the size of the logo, please make sure that the compact logo never appears smaller than 20mm in height. 20mm The exclusion area around the logo.

9 other compact logo versions The full colour compact logo should always be used on a white background. But, mono and reversed logos are also available and can be used on colour backgrounds if necessary. Mono logo Reversed logo getting the size right The mono logo shouldn t go any smaller than 15mm in height. 15mm

10 translated logo versions Here s how the logo translates into Dutch, French, German, Italian and Spanish. The same rules apply in terms of the exclusion area, colours and how to use it. These variations are available on request. Dutch logo French logo German logo Italian logo Spanish logo

11 partner logo versions Lots of different types of organisations will use our logo to promote the year through their own activities and events. Here are the three iterations and how to use them. NB: The same rules apply in terms of the exclusion area, colours and how to use these logos. This logo is for the main delivery partners for the year such as Young Scot, EventScotland, and VisitScotland. This logo is for organisations working with young people to deliver activities and events for the year. It s also for those who receive funding through the Year of Young People 2018 Open Event Fund. This logo is for any organisation wishing to show their support for the year. Download this version at yoyp2018.scot/get-involved/xyz

12 the colours When reproducing any of our brand colours, please only use these exact colours. Pantone 319 CMYK RGB Web #2dccd3 Pantone 233 CMYK RGB Web #c6007e Pantone 7548 CMYK RGB Web #ffc600 Pantone 430 CMYK RGB Web #7c878e

13 the font The rounded letterforms of Montserrat complement the circular shape of the logo. Please only use the ExtraLight, Light, and Regular weights. All versions can be downloaded free from fonts.google.com. Montserrat ExtraLight ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Montserrat Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Montserrat Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

14 using the logo The master logo should never be used directly on top of photography. Please only use it on a white background or panel.

15 lining up the logo Please only use the logo in either the top left or bottom right corner of a piece of communication. Our logo appearing alongside other brands.

16 using the other logos The mono and reversed versions of the logo can be used directly on top of photography. As with the master logo, these should always sit in either the top left or bottom right corner of a piece of communication. Please make sure that the logos can clearly be seen against the photography (you ll find more information on this subject in the A few things not to do section). Our mono logo on a light background. Our reversed logo on a dark background.

17 the logo as an icon The circular part of the Year of Young People 2018 logo has been designed to lock-up with the words sitting to the right-hand side. However, the circular part of the logo can occasionally be used on its own as an icon. For example, as a social media profile image. Or, for physical circular promotional items such as badges or keyrings. Please note, the icon should never be used with other messages, within body copy or as a bullet point.

18 say it the right way In any copy please always refer to the year as the Year of Young People That means using caps in the correct places and always putting 2018 after the words.

19 a few things not to do Don t change the relationship between the icon and the type. Don t use the colour logo on a coloured background. Don t use the reversed logo on bright or lightly coloured backgrounds. Don t stretch, distort or rotate the logo. Don t use the colour logo with reversed type. Don t use the black logo on dark backgrounds.

20 a few things not to do Don t use the colour logo on a photographic background. Don t use the black logo on dark backgrounds. Don t use the reversed logo on bright or lightly coloured backgrounds. Don t let the logo float within images always align to either the top left or lower right corners.

21 design principles Don t over clutter/overuse graphic elements Think about the audience Be as positive as possible Keep it fun and engaging while maintaining simplicity Consider the six key themes for the Year of Young People 2018 in everything you do; culture, education, enterprise and regeneration, equality and discrimination, health and wellbeing and participation

22 graphic devices These elements have always been part of our logo but we are now giving them a starring role. We can use them as colour overlays on an image and as incidentals in layouts. They bring a bright and engaging feel. They look cool.

23 some things to avoid X Don t make up your own shapes X Don t use other colours X Don t use more than 2 lines X Keep all lines the same thickness X Keep all lines parallel X Don t over complicate

24 imagery A picture is worth a thousand words so let s make sure we re choosing and using the right ones. We re after bright, positive pictures featuring young people having a good time. Let s stick to using real people and avoid stock imagery if we can.

25 bringing it all together pull-up banner Here s how it all comes together in a whole range of materials. The examples following are of an advert, a poster, a digital banner and a pull-up banner. You ll notice the logo, font, and the graphic devices have been deployed to suit each format. poster Join us in 2018 for Scotland s Year of Young People Everum rehendis atiuntur audae velit itatet, et accabor porest, voluptatur, tempedi offic to cus eaquodiande in borerum sume liti consed maioria venias coribus solorest omnis nat perecatati sum, eaquas nusapel Get involved at yoyp2018.scot

26 bringing it all together advert digital advert Join us in 2018 for Scotland s Year of Young People We ll be celebrating Scotland s young people with a series of high-profile events and projects taking place across the country. Get involved at yoyp2018.scot Join us in 2018 for Scotland s Year of Young People

27 using the compact logo Here are some examples of when the compact logo should be used. It should only ever be used in small or narrow spaces where the master logo becomes too hard to read. pull-up banner mobile web banners Get involved at yoyp2018.scot Get involved at yoyp2018.scot

28 merchandise Promotional materials should use the full logo lock-up version where possible. However in the t-shirt example, the compact logo has been used to make the best use of the space.

29 using the brand online Year of Young People 2018 lives online as much as it does offline. With this in mind, let s keep it consistent and use the same font and design principles across the board. And when you re referring to Social Media, always use the campaign hashtag: #YOYP2018.

30 website The website adopts the brand guidelines and brings more innovative design principles to the table. It presents information in blocks, making it easy to navigate, and pleasant to use.

31 further advice For further clarification and advice on using the Year of Young People 2018 logo, please contact:

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