Improvement East Brand Identity Guidelines August 2008 by oxm13194

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									Improvement East
Brand Identity Guidelines
August 2008




Brand questions to enquiries@improvementeast.co.uk
02   Brand Message
03   Our Brand Identity
04   Isolation Area
05   Minimum Size
06   Recommended Sizes
08   Identity Positioning –Top Right
09   Identity Positioning – Centered
10   Identity Positioning – A4 Grid
11   Corporate Colours
12   Colour Reproduction
13   CorporateTypefaces
14   Incorrect Use of the Identity
15   Brand Communications
     - PowerpointTemplate Example




Brand Identity Guidelines
Contents




01           Improvement East Brand Identity Guidelines
             Contents
Thepurposeof
ImprovementEastisto
coordinate, challenge,
supportandaccelerate
thedriveforimprovement
andefficiencyinlocalities
toahigherlevel
thanwouldotherwise
bepossible.



Brand Message
Improvement East




02    Improvement East Brand Identity Guidelines
      Brand Message
                                                                                  Figure 1.




                                                                                   a




The Improvement East identity consists of two elements as shown in Figure 1:
                                                                                   b
a – the Improvement East Marque
b – the Improvement East corporate strapline

Original artwork should always be used to reproduce the identity.Please use the
identity artwork provided by the Improvement East Communications Officer.




Our Brand Identity
The Logotype




03            Improvement East Brand Identity Guidelines
              Our Brand Identity
                                                                                     Figure 2.




                                                                                                 Improvement
                                                                                                 East


                                                                                                 Partnership
                                                                                                 for Improvement
                                                                                                 and E ciency




                                                                                                 Improvement
                                                                                                 East
The area indicated around the identity in Figure 2 is known as the isolation area.
To ensure the clarity of the identity,this area should be kept free of any type,
imagery or graphic elements.Photographic or coloured backgrounds are an
exception (Please refer to page 10 for details).

The formula for the isolation zone is achieved by the height of the‘I’and‘E’in the
logo,shown in figure 2.This rule applies to all sizes of logotype reproduction.




Isolation Area
The Logotype




04            Improvement East Brand Identity Guidelines
              Isolation Zone
                                                                           Figure 3.


The size of the identity is measured by the height of the swoosh of the
Improvement East marque (as denoted by x).To ensure optimum definition     Minimum Size/15mm   Improvement
of the identity in reproduction,it should not be reproduced smaller than                       East
the minimum size,which is 15mm high shown in Figure 3.
                                                                                               Partnership
Original artwork should always be used to reproduce the identity.                              for Improvement
                                                                                               and E ciency




Minimum Size
The Logotype




05            Improvement East Brand Identity Guidelines
              Introduction
Figure 4.




Minimum Size/A6/15mm                                                   Improvement
                                                                       East

                                                                                         A4/30mm
                                                                                                          Improvement
                                                                       Partnership
                                                                       for Improvement
                                                                       and E ciency
                                                                                                          East


                                                                                                          Partnership
                                                                                                          for Improvement
                                                                                                          and E ciency
A5/22.5mm                                                       Improvement
                                                                East


                                                                Partnership
                                                                for Improvement
                                                                and E ciency




                                                                                         A3/42.5mm
                                                                                                     Improvement
                                                                                                     East


                                                                                                     Partnership
                                                                                                     for Improvement
                                                                                                     and E ciency




As a general guide,Figure 4 shows recommended sizes for the identity for
various page formats.Please refer to pages 8 and 9 for identity positioning details.
The minimum distance that the identity appears from the edge of the page is the
same as the area of isolation on page 4.Please refer to page grid system on page 10
for preferred distance.




Recommended Sizes
The Logotype




06            Improvement East Brand Identity Guidelines
              Recommended Sizes
A2/60mm
                              Improvement
                              East                               Improvement
                                                       A1/85mm


                                                                 East
                              Partnership
                              for Improvement
                              and E ciency

                                                                 Partnership
                                                                 for Improvement
                                                                 and E ciency




Recommended Sizes Continued...
The Logotype




07        Improvement East Brand Identity Guidelines
          Introduction
Figure 5.




                                                                                    Improvement
                                                                                    East


                                                                                    Partnership
                                                                                    for Improvement
                                                                                    and E ciency




PositionedTop Right
As a general rule,on all printed collateral,the identity should be positioned
in the top right hand corner.If there are design reasons this cannot be achieved
the identity can be positioned on the right hand side at any height.

The minimum distance that the identity appears from the edge of the page
is the same as the isolation area on page 5.Using the Corporate A4 grid layout on
page 10 shows the recommended positioning of the identity.




Identity Positioning
The Logotype




09            Improvement East Brand Identity Guidelines
              Identity Positioning
Figure 6.




                                                                             Improvement
                                                                             East


                                                                             Partnership
                                                                             for Improvement
                                                                             and E ciency




                                                                             Improvement
                                                                             East

Positioned Centered
Where the logo is the only element on a piece of communication i.e.a flag,
the logo should be positioned centrally as shown in figure 6.




Identity Positioning
The Logotype




08            Improvement East Brand Identity Guidelines
              Identity Positioning
                                                                                     12mm

                                                                                     273mm




                                                                                             Improvement
                                                                                             East


                                                                                             Partnership
                                                                                             for Improvement
                                                                                             and E ciency




12mm    12.75mm               3mm Gutter                                                                       12mm




       Using the corporate A4 Grid, the identity is shown in its correct position.




       Identity Positioning
       A4 Grid




       10             Improvement East Brand Identity Guidelines
                      Identity Positioning

                                                                                     12mm
                                                           Improvement East Green   Improvement East Grey

                                                           Pantone 583              Pantone 7546

                                                           CMYK:23C 0M 95Y 16B      CMYK:33C 7M 0Y 85B
                                                           RGB:R:177 G:190 B:45     RGB:R:45 G:62 B:75
                                                           HEX:#99CC33              HEX:#333333




The primary corporate colours are Improvement East Green and Grey. The colours
are shown above.In print applications,the corporate colours should be reproduced
using the Pantone Matching System. Pantone references are given against each
                                                    TM.        TM.



appropriate colour.For the four colour process,the CMYK specifications shown
should be used.For websites or screen graphics,the Hex colours given should be
matched.
Pantone is a registered trademark.
NB:the colours in this guideline are not an exact match.
Always match to written specifications.




Corporate Colours
Brand Identity




11                  Improvement East Brand Identity Guidelines
                    Corporate Colours
 Figure 8a.




The logotype should primarily appear on a white background.

When the logotype appears on a dark colour or dark photographic background,
 it must appear white out,as demonstrated above.When the logotype appears
on a light colour or light photographic background,it may appear in either
corporate colours or black,as demonstrated below.When using the logotype
on a photographic background,ensure that the image is positionedin such a way
that the logotype will be clearly visible.Always ensure that there is a significant
contrast between the logotype and the background.




Colour Reproduction
The Logotype




12            Improvement East Brand Identity Guidelines
              Colour Reproduction
Myriad Roman


ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Myriad Bold


ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Figure 9.




Myriad,as shown in Figure 9,has been chosen as the corporate typeface
for Improvement East.The font should be used in all Improvement East’s
communications to project a consistent image.This includes promotional
material,advertising and all printed collateral.

For electronic communications,Verdana should be used as the default typeface.




CorporateTypefaces
Brand Identity




13            Improvement East Brand Identity Guidelines
              CorporateTypefaces
Improvement                                          Improvement               Improvement         Improvement
East                                                 East                      East                East


Partnership                                          Partnership            Partnership            Partnership
for Improvement                                      for Improvement       for Improvement         for Improvement
and E ciency                                         and E ciency          and E ciency            and E ciency

Figure 10.                                          Figure 11.             Figure 12.             Figure 13.




Improvement                       Partnership                                   Improvement        Improvement
East                              for Improvement                               East               East
                                  and E ciency



                                                                                Partnership        Partnership
                                                                                for Improvement    for Improvement
                                                                                and E ciency       and E ciency

Figure 14.                                                                    Figure 15.          Figure 16.




Never:
Figure 10    add effects to the logotype,eg.shading or outlines
Figure 11    reproduce in another colour
Figure 12    skew the logotype or change its perspective
Figure 13    scale the logotype disproportionately
Figure 14    move the strapline
Figure 15    enclose the logotype in a box or keyline
Figure 16    remove the marque from the logo or use the‘Improvement East
             wording on its own




Incorrect use of the identity
Brand Identity




14              Improvement East Brand Identity Guidelines
                Incorrect use of the identity
                                                                           Figure 17.




Figure 17 shows brand identity application to a powerpoint presentation.




Brand Communications
PowerpointTemplate Example




15            Improvement East Brand Identity Guidelines
              Brand Communications
ImprovementEast
Flempton House
Flempton
Bury St.Edmunds
Suffolk IP28 6EG

Telephone: 01284 729463
Facsimile: 01284 729463
improvementeast@eera.gov.uk

www.improvementeast.gov.uk



Brand questions to enquiries@improvementeast.co.uk

								
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