LBrand Guidelines lwybr Arfordir Cymru 1
WG15224 Crown Copyright
Contents Guidelines introduction 4 incorrect logo usage 12 The logo versions 5 Using the dragon shell 13 Primary logo colour options 6 signage wood 14 Primary logo eclusion zone, positioning and standard line for publications Logo Roundal on signage and print pieces secondary roundal usage 7 8 9 Signage other eamples signage street signs Welsh Government supported by logo and Visit Wales Logo 15 16 17 logo colours 10 logo fonts 11 3
guidelines introduction Welcome to the Brand guidelines. Under the Coast Path banner, eisting footpaths and coastal attractions can gain a higher profile and benefit from a coordinated marketing strategy. Tourism, communities and local businesses can all gain advantages from a clear brand message. Before using the brand for any type of communication, please take time to read these brand guidelines. For any enquires regarding proposed commercial use of the logo, contact Email: enquiries@ccw.gov.uk. For further advice on the logo or to obtain copies of this logo in eps (for use in Adobe Indesign, Illustrator or Photoshop etc), or jpg (for use on Word etc) or any other format, please contact the below email address below, specifying what format you want the logo in, and where you want to use it. Email: enquiries@ccw.gov.uk The logo is protected under trademark by the Welsh Government. The logo may be used for the purpose of promoting the Wales Coast Path for the enjoyment of all, provided usage adheres to these guidelines, and is on a not-for-profit basis. Permission to use the logo is granted only in accordance to these guidelines, and will not apply where the logo is used for commercial gain by any individual, group or organisation. 4
The logo versions The Primary Logotype on the right should be used where ever possible. The Primary Logotype consists of the yellow dragon shell (Pantone 123) and blue typography (Pantone 300), it should be used where possible on a white background. When producing work for single colour printing, the use of the white or 2-tone grey and black logotype must be used. With the 2-tone logo, the Dragon Shell needs to be a 40% tint, see the net page for eamples. Where possible the Logotype with the Dragon shell above the Typography should be used. The horizontal format should only be used if there is minimal vertical space. When used in the white format, the colour in the background should be strong enough to offer a high contrast to maintain visibility of the logo. Pantone 123 Pantone 300 Black 40% 5
Primary logo options eamples Primary logo colour options Primary logo version in full colour Single colour print version Single colour print version, white on any colour background Horizontal logo colour options version in full colour Single colour print version Single colour print version, white on any colour background 6
Eclusion zone, positioning and standard line for publications Eclusion Zones To ensure the Primary Logotype appears prominently without interference for secondary elements, an eclusion zone has been created. The eclusion zone should be observed on all applications as closely as the space restrictions allow. Measuring the eclusion zone This zone uses the measuring unit X as a tool. Unit X is equal to one third of the height of the dragon shell, as shown. Standard line on funding for publications Where practical, a standard paragraph should be included on publications regarding the this is as follows: The has been developed by the Welsh Government in partnership with the Countryside Council for Wales (CCW), siteen local authorities and two National Parks. In addition to funding from the Welsh Government and the coastal local authorities of approimately 2 million per year, the European Regional Development Fund has allocated nearly 4 million over four years in support of the project. Minimum Size The minimum size for the Primary Logotype is 20mm wide. For the horizontal variation, the minimum size is 30mm wide. Positioning The logo can be placed any where on the front of the publication, as long as it is given equal prominence as any other logos. Using the logo on its own or with other logos If you are a charity, or from a third sector organisation, then you may use the logo on its own, but give it equal prominance to any other logos it may sit net to. If you are a commercial company please ask permission to use the logo by emailing the contact on p3 of this document. Eclusion zone is one third of the height of the dragon shell Eclusion zone is one third of the height of the dragon shell Minimum size: 20mm wide Minimum size: 30mm wide 7
Logo roundal for signage and can be used on print pieces The roundal can be used for signage and when placed on partner print pieces (See pages 37-38 for eamples) or when no white space is available for the Primary Logotype and the logo needs to be placed on a busy image. The single colour roundal should only be used when 2 colours are not possible. When printed on discs for footpath signage, the disc should be no larger than 10cm in diameter. Roundal options version in full colour version in full colour single colour option single colour option 8
Secondary Roundal Usage: Eclusion Zones To ensure the Roundal Logotype appears prominently without interference for secondary elements, an eclusion zone has been created. The eclusion zone should be observed on all applications as closely as the space restrictions allow. + / 2 Measuring the eclusion zone This zone uses the measuring unit X as a tool. Unit X is equal to one and a half of the width of the outer band, as shown. Minimum Size The minimum size for the Secondary Logotype is 30mm wide. Eclusion zone is one and half of the width of the outer band Positioning The logo can be placed any where on the front of the publication, as long as it is given equal prominence as any other logos. Minimum size: 30mm wide 9
Colours The primary colour palette is based on the colours employed by the logotype: Yellow (Pantone 123), Blue (Pantone 300), Black, Grey (40% black) and White. Use CMYK colours where Pantone colours cannot be specified. RGB values are for use for TV, broadcast and He values are for web and new media use. The use of tints is allowed. Blue Pantone 300 C100 M50 Y0 K0 R0 G121 B193 He 0066CC Yellow Pantone 123 C0 M22 Y90 K0 R255 G200 B50 He FFCC33 Grey Pantone 300 C0 M0 Y0 K40 R167 G169 B172 He 999999 Black Pantone Black C0 M0 Y0 K100 R0 G0 B0 He 000000 100% 75% 50% 25% 10
Fonts for logo The two main fonts for the logo are Georgia Regular and Helvetica LT Standard family of fonts. Only Georgia Regular may be used for headings, but any member of the Helvetica LT Standard font family may be used, but as a guide we suggest that you use the following for more specific areas of tet: Headings Georgia Regular at a minimum size of 15pt on A4/A3 documents). For press ads, Georgia Regular is to be used. Sub-headings Helvetica LT standard Bold is to be used in Press/Tube/Billboard advertising sub titling. Body copy The recommended specifications for print based body copy is: Helvetica LT standard Roman with a minimum font size of 12pt (for A4/A3). Body copy can use any colour from the colour palette, but attention should be given to making sure that the tet has high enough contrast to be able to be read it clearly. Georgia Regular - For Headings abdefghijklmnopqrstuvwyz ABDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,?!&*()@ +=%<> Helvetica LT Standard family Roman - for body copy abdefghijklmnopqrstuvwyz ABDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,?!&*()@ +=%<> Bold - for sub headings abdefghijklmnopqrstuvwyz ABDEFGHIJKLMNOPQRSTUVWXYZ 1234567890,?!&*()@ +=%<> The wider Helvetica LT Standard family may also be used when needed Where possible, the font size for all applications should be at a 12pt minimum, for promotional items the font size may need to be smaller, this is ok, please try to make sure that the tet is clear. 11
Incorrect logo usage The placing of the logo should stay true to its design. Never change the colour of the Logo Never position the lead typography above or to the left of the Dragon Shell Never flip the Dragon Shell icon Never distort the size or shape of the logotype elements N e v e r place the Logo on a bright or similar colour background Never place the Logo on a busy image 12
Using the Wales Coast Path dragon shell The Dragon Shell can be used on its own, but NEVER to replace the full logo or roundal. You may use it to enhance a publication, and use it as a graphic element on a photograph as an added teture (see the samples below), or as a stamp (see blue and yellow stamps on right) on a publication to enhance the document see the leaflet sample on this page. 13
Signage Wooden Carved Waymarkers It may be a requirement to carve the logo into waymark signs. As an approimate guide, the shell logo should be around a minimum 50mm height to preserve detail, although the quality of wood, as well as machinery used, will often determine the end result. These samples show wooden signs, with acrylic roundals sunk into the wooden sign For advice on fully carved wooden signs contact enquiries@ccw.gov.uk 14
Signage other eamples Carved logo onto a standing stone marking the start of the walk from Chepstow Riverfront artwork on Chepstow Riverbank, incorporating the logo with the artwork, by Ned Heywood, Heritage Ceramics Chepstow 15
Signage Street signs These are some samples of road and street signs that show markers. Any street signage will need approval and permissions before they are put in place from possibly both the Local Highways agency and possibly planning permission. Please contact your local county council for guidance on this. 16
Welsh Government supported by logo and Visit Wales logo If you need to use the Welsh Government logo on a publication please use the supported by logo as shown on the right of this page. This logo can be requested from Welsh Government by emailing the below address. This logo has its own guidelines which you should also request a copy of. The logo is available as mono or white in the formats shown. brandingqueries@wales.gsi.gov.uk Documents which have come direct from the Welsh Government will carry the full Welsh Government branding as seen on the front of the guidelines and on page18, you will not have adhear to this for your publications. Visit Wales You may need to use the Visit Wales logo on your document, if you do, please contact: brand@wales.gsi.gov.uk 17