Brand guidelines October 2013
Key messages These statements are intrinsic to the identity of the Morecambe Bay Partnership, summing up the goals, aspirations and values of the organisation. The messages don t always have to be seen, but they should always drive everything you do. A small charity that makes big things happen We deliver projects worth over 3.5m to benefit the Bay s communities Our ambition is to secure 10m over 10 years to make more great things happen
The logo The logo is the most visible element of the identity and should always be placed prominently and consistently. The logo only ever appears in black and white. Text only logo There are two versions of the logo: Text only logo The text only version of the logo should be used on plain backgrounds, when a simplistic approach is best. Tab version The tab version of the logo should be used over an image or when more presence is needed (e.g. in a logo soup). The text sits purposefully towards the bottom of the box, to create a tab like device which can then be anchored to the very edge of a document. NB: Both logos are provided as a digital files for you to use and must not be recreated. Tab version of the logo
The logo usage Minimum size To ensure that the logo is clear and legible at all times, minimum size guidance should be observed. The minimum size at which the text only logo should be used is width 30mm. The minimum size at which the tab logo should be used is width 39mm. When used digitally, the logos must not be less than width 120 pixels and 150 pixels respectively. Clear area Maintaining a clear space around the logo will ensure that it is always visible and legible. No other information should appear within this boundary. Social media symbols In situations where space is constrained by the platform you are using (e.g. Twitter), a symbol version of the logo has been designed. This must never be used on printed materials or where there is space to present the logo in full. Minimum size Clear space 30mm 39mm Social media symbol MBay
The logo usage Text only logo when to use When working with white or solid coloured backgrounds, use the text only logo. The logo must only appear in either black or white choose the version which gives the best contrast. Tab version logo when to use When working with photography or patterned backgrounds, use the tab version of the logo. This has been designed to be anchored to the very edge of a document, like a tab. This version can also be used when more presence is needed (e.g. in a logo soup). Text only logo TITLE OF DOCUMENT HERE TITLE OF DOCUMENT HERE Tab version of the logo TITLE OF DOCUMENT HERE TITLE OF DOCUMENT HERE
Colourways Primary colours Primary colours Logo colour = black and white Signature colour = blue: Pantone 7460 The signature blue should be the dominant colour on all Morecambe Bay Partnership materials (see brand implementation for examples of this) Secondary colours A supporting palette of warm monochromatic colours. Pantone 7460 100/0/0/5 0/165/227 Process black 0/0/0/100 35/31/32 Paper white 0/0/0/0 255/255/255 Project colours These bright and energetic colours have been chosen to complement the signature blue colour. Secondary colours They are to be used on specific lead projects only, as outlined below (see also project page): Colour: Project name Pantone 225: Headlands to Headspace Pantone 138: 700 Days Pantone 326: The Bay Cycleway For future projects that require a distinctive treatment, a new complementary colour must be selected. Project colours Pantone 415 0/0/12/41 166/166/153 Pantone 406 0/5/6/16 230/230/224 Pantone 225 Pantone 7417 Pantone 326 1/100/4/41 0/75/75/0 87/0/38/0 235/83/158 242/102/73 0/177/176
Fonts Primary typeface Simple sans serif typeface Interstate is a highly legible font based on the signage alphabets of the U.S. Federal Highway Administration. In caps; the shapes have an appropriate art deco quality, whilst the lowercase ascenders have a lovely angled quirk to them. Interstate Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? #$&*} Interstate Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? #$&*} Online typeface Interface isn t available as a webfont so when presenting information online, either on the website or on an e-newsletter, the alternative Source sans must be used. This is free Google font designed specifically for use online so compatibility issues shouldn t arise. Source Sans Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? #$&*} Source Sans Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!? #$&*}
Projects Projects are an integral part of the Morecambe Bay Partnership brand, so a device has been created that allows a particular project to be accredited alongside the main brand. Lead projects 32.117 mm Lead projects Some of these projects require a more distinctive treatment than others. For example, projects such as Headlands to Headspace, 700 Days and The Bay Cycleway are such large initiatives in their own right that the need to distinguish them is essential. This is done through the use of the project colours specified on the colour page. The project device must always be anchored to the main tab version of the Morecambe Bay Partnership logo. Headlands to Headspace The Bay Cycleway 700 Days Other projects Other projects Some projects will not require a more distinctive treatment they might only run for a limited amount of time or might be restricted to one theme or location as their exposure will be limited. These will just appear in secondary brand colour Pantone 416 grey. Other Project name here The project device must always be anchored to the main tab version Morecambe Bay Partnership logo. Social media symbols In situations where space is constrained by the platform you are using (e.g. Twitter), a symbol version of the logo has been designed. Social media symbols H2H 700 This must never be used on printed materials or where there is space to present the logo in full.
Projects placement As mentioned previously, the project device must always be anchored to the main tab version of the Morecambe Bay Partnership logo. There may also be an occasion where more than one project name needs to be featured. This can be done as illustrated opposite. In order for all projects to be consistent, this must always be done in a proportional and measured way as illustrated opposite. The maths The project device height is equal to the height of 2 x Morecambe Bay Partnership logo Ms. The project device width is equal to the width of the tabbed logo. The distance between the project device and the tabbed logo is equal to the leading between the two lines of the logo. The name of the project must align with the logo text. The name of the project is centred vertically within the device. To determine the text size of the project name, divide the height of device into three and this will then equal the X height of the project name. 700 Days X X Headlands to Headspace
Photography The Morecambe Bay Partnership brand features two types of photography. Lead images The lead images are monochromatic, capturing movement and fizzing with the energy of the Bay. The images have been adjusted, expanding the brightness of the sky, and enhancing the luminosity of the shots. Images with a greater contrast between dark and light are the most successful. We aim to represent the broad offer of the Bay through its architecture, culture, history, nature, narrative, etc. When producing professional collateral for Morecambe Bay Partnership, these images must take the lead. For example, if you are producing a brochure, this type of image should appear on the cover; on the Morecambe Bay Partnership website these images appear on the top banner. Sample lead images Editorial images Colourful and engaging, these shots are chosen because they represent the everyday happenings of the Bay. The action and the people/nature are brought into focus. The shots that are the most successful are those which capture the moment, rather than a staged looking to camera snap. These editorial images are used to support the lead images, by illustrating stories and news items. When appropriate, these images can become the main visual feature for example, a leaflet or a poster promoting a beach clean event. Sample editorial images
Implementation Tab logo Signature blue Printed materials Showing the brand in practice: Brochure covers, spreads and business cards Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vulputate sem nec nibh dignissim tincidunt. Maecenas nec dapibus dolor. Integer aliquet malesuada nunc ac aliquet. TITLE OF DOCUMENT HERE Name Surname, title here Lead image Investment in the bay area Image captions here Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vulputate sem nec nibh dignissim tincid unt. Maecenas nec dapibus dolor. Integer aliquet males uada nunc ac aliquet. Editorial images Signature blue Susannah Bleakley Partnership Manager Lead image 07552 063607 01539 734888 sb.morecambebay.org.uk morecambebay.org.uk Registered Charity No. 1089559
Implementation Text only logo Online Showing the brand in practice: Website homepage About us News Events Get involved Explore Projects Contact us We re hiring Conference Lead image Our ambition is to secure 10m over 10 years to make more great things happen Key messages Featured story Explore Search the site Title here Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse vulputate sem nec nibh dignissim tincidunt. Maecenas nec dapibus dolor. Integer aliquet malesuada nunc ac aliquet. adipiscing. Donec porta elementum mi, et dapibus est lobortis eget. In hac habitasse platea dictumst. Nullam id elit in velit imperdiet cursus id vitae sapien....read full story News Highlights Event Highlights News in pictures Title here one line long only adipiscing elit. Donec convallis nisi nisl, lacinia tempus le sit amet lorem...find out more Title here one line long only adipiscing elit. Donec convallis nisi nisl, lacinia tempus le sit amet lorem...find out more Title here one line long only what happens if it goes over two lines adipiscing elit. Donec convallis nisi nisl, lacinia tempus le sit amet lorem and is another line longer...find out more 02/09/13 Event here title one line long only adipiscing elit adipiscing elit....find out more 02/09/13 Event here title one line long only adipiscing elit adipiscing elit....find out more 02/09/13 Event here title one line long only adipiscing elit adipiscing elit....find out more SUPPORT US MBP on Twitter RT @creativeconcern Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec convallis nisi nisl, lacinia tempus le http://t.co/cmsy... 1 day 21 hours ago RT @creativeconcern Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec convallis nisi nisl, lacinia tempus le http://t.co/cmsy... 1 day 21 hours ago RT @creativeconcern Lorem ipsum dolor sit amet, consectetur adipiscing elit. Donec convallis nisi nisl, lacinia tempus le http://t.co/cmsy... 1 day 21 hours ago Internal ad space (flickr?) (event?) Signature blue colour Editorial images