Brand Guidelines Brand Guidelines Introduction 2

Introduction

Welcome to our brand guidelines, which introduce you to our brand architecture and our brand look and feel. We need to ensure that our brand and our communications are in line with our mission, our values and our personality. How we present ourselves to our many different audiences influences their view of us and our brand.

Like all organisations, particularly those that operate a number of different programmes under a single brand we need to capitalise on the combined strength of the Cavan County Council brand, by presenting ourselves consistently across everything we do.

These guidelines are about understanding and demonstrating how we use the Cavan County Council brand and associated communications. They should be applied imaginatively and effectively across all our communications. They have been kept as succinct as possible but further advice can be sought from our communications department. Cavan County Council Brand Guidelines Contents 3

Contents

04 Master Brand 05 Master Brand / Clearance Zone and Minimum Size 06 Brand Mark – Horizontal 07 Brand Mark – Horizontal / Clearance Zone and Minimum Size 08 Usage 09 Incorrect Usage Examples 10 Brand Colours 11 Typeface 13 Stationery 16 Photography 18 Application Examples 21 Summary Cavan County Council Brand Guidelines Master Brand 4

Master Brand Logotype The logotype uses special chosen fonts.

The typeface used for the word Cavan is The Cavan County Council brand has been designed to reflect the values of our based on the lettering from Percy Metcalfe’s organisation and must never be altered in any way. beautiful and influential pre-decimal coinage of Ireland. It symbolises rich heritage of the County. The font is perfect for small and large scale display purposes.

The typeface used for the name Cavan County Council in both languages has a warmth and readability that result from the humanistic treatment of letter proportions and design detail. It’s clean open shapes, precise letter fit, and extensive kerning pairs make this typeface an excellent choice for text typography that is comfortable to read.

Logomark The logomark with its multiple meanings is echoing the name Cavan in a form of a unique signature as well as the natural grace and sweeping beauty of our drumlins and lakes. Through its unique colour palette and shape it represents embracing our passion for culture, family and diversity of our community. The collaborative business networks, invested in empowerment through connection is represented by connecting lines on the letter C.

Brand Mark Our Brand Mark is a unique signature. Proud of our heritage whilst flowing with progressive values, evoking inclusiveness, leadership and vision. It is a pledge to our community. It represents our future. Cavan County Council Brand Guidelines Master Brand / Clearance Zone and Minimum Size 5

Master Brand / Clearance Zone and Minimum Size

It is important that the brand mark is impactful and legible. To ensure this we have set a minimum size and a minimum clearance zone which no other graphic element may infringe upon.

Clearance Zone This construction grid is used as a quick reference to ensure that adequate clearance is gives to the logo.

Minimum Size To ensure legibility, the brand mark must never appear smaller that 25mm across.

25mm Cavan County Council Brand Guidelines Brand Mark – Horizontal 6

Brand Mark – Horizontal

This variation of the logo can be used when working with space of more elongated, horizontal proportions. Cavan County Council Brand Guidelines Brand Mark Horizontal / Clearance Zone and Minimum Size 7

Brand Mark Horizontal / Clearance Zone and Minimum Size

It is important that the brand mark is impactful and legible. To ensure this we have set a minimum size and a minimum clearance zone which no other graphic element may infringe upon.

Clearance Zone This construction grid is used as a quick reference to ensure that adequate clearance is gives to the logo.

Minimum Size To ensure legibility, the brand mark must never appear smaller that 28mm across.

28mm Cavan County Council Brand Guidelines Usage 8

Usage

Our brand mark has been designed to reflect the values of our organisation and must never be altered or distorted in any way. To ensure consistency and recognition, we have created rules for the usage of the brand mark.

Correct Usage There are several versions of the brand mark to accommodate every application. Examples are provided to illustrate how the brand mark works in multiple colours, 1 colour and reversed out of a solid colour or image. The multi-colour version is our primary version of the identity and should be used wherever possible. The 1 colour version is to be used mostly in 1 colour jobs. Cavan County Council Brand Guidelines Incorrect Usage 9

Incorrect Usage Examples

Incorrect Usage The following versions are examples of how the brand mark must not be used. The brand colours must never be swapped or changed. The balance between the logotype and the symbol must never be altered in any way. When using the brand mark on an image background it is important to use the correct version of the logo. Cavan County Council Brand Guidelines Brand Colours 10

Brand Colours

Our brand mark is a multi-colour identity. The colour palette has been selected to reflect the values of our organisation and must never be altered or distorted in any way. The colours may be used to highlight elements such as headlines but should not dominate the communication piece.

C97 M96 Y31 K23 C100 M78 Y29 K14 C94 M37 Y75 K29 Logotype R43 G41 B93 R33 G69 B114 R27 G96 B78 #2b295d #214572 #1b604e Printing Colours When printing, always the colours and gradients When printing, always the colours and are represented correctly. gradients are represented correctly. YouC55 M100must Y23 never K7 substitute these C55 M0 Y7 K0 C31 M13 Y86 K0 You must never substitute these coloursR121 G44 for B111 similar ones R78 G187 B224 R118 G192 B95 #792c6f #4ebbe0 #bcc05f colours for similar ones

C55 M100 Y23 K7 C100 M78 Y29 K14 C94 M37 Y75 K29 R121 G44 B111 R33 G69 B114 R27 G96 B78 #792c6f #214572 #1b604e

C4 M20 Y77 K0 C55 M0 Y7 K0 C31 M13 Y86 K0 R244 G201 B88 R78 G187 B224 R118 G192 B95 #f4c958 #4ebbe0 #bcc05f Cavan County Council Brand Guidelines Typeface 11

Typeface

Our corporate typeface is Myriad Pro. There are several different weights including Myriad Pro Light, Myriad Pro Semibold and Myriad Pro Bold, they can be used across all printed communications.

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Typeface

For electronic applications such as PowerPoint, email and web, Myriad Pro should be substituted with Calibri.

Calibri Calibri Calibri Italic Calibri is a modern sans serif family with subtle roundings on stems and corners. It features real italics, small caps, and multiple abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz numeral sets. Its proportions allow high ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ impact in tightly set lines of big and small text alike. Calibri’s many curves and the new 1234567890.,;:€&%?!{}<>() 1234567890.,;:€&%?!{}<>() rasteriser team up in bigger sizes to reveal a warm and soft character. Calibri Bold Calibri Bold Italic Calibri was tuned for ClearType rendering environment and is included with Windows abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz and Office Software. ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890.,;:€&%?!{}<>() 1234567890.,;:€&%?!{}<>() Cavan County Council Brand Guidelines Stationery 13

Letterhead

Cavan, 30th January 2018

Mrs Heather Humphreys TD Minister for Culture, Heritage and the Gaeltacht, Cavan-Monaghan

Dear Minister Humphreys,

Cavan County Council Repuda nitas saerend anditatum veliqui comnient, sequam, eosse est, sincto quo iscidi Courthouse corepudae. Axim sima porepe vidiaere, susam, sequide lenitia ecerum dolo illatiunto in Farnham Street eos niatus es moluptat eum eum faccumenis erit volorest endios vendae doloreium sit, Cavan H12 R6V2 conet, ipsam veneseq uassum facipit opti doluptio. Aliquid esendant apel ipite simus maximos quas nonet quatem quas et asperi consedigent omnis disque versper spedisi T : 049 437 8300 musdam, nimagnate quame non nus, te nonecto remporrum.

Ut od eos dit eum facea voluptaque rerior seque derereperum quiatem. Nem quas et E: [email protected] accumen delenihitis reperuptur sundeni moluptius dipsandae quodignis nis aborepta doluptiae dis suntisin nonse porunto endanimus recupis sinus eos ad minus adis

Comhairle Contae an Chabháin E: [email protected] Bus as alitam que officiunt que magnat lab imin pedi blaccum rem fugita consequate conem faciund ipsume repra non cus exeritatur? Quid expla et poriam estis volo cust, consedit veratum et eicabor eictis demo inis doluptas as ut hil molupid eium quo ex et W: www.cavancoco.ie omnissum non plabo.

Yours sincerely,

Tommy Ryan Chief Executive | Cavan County Council

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Comp Slip

With Compliments

Cavan County Council T: 049 437 8300 E: [email protected] Courthouse, Farnham Street, Cavan, H12 R6V2 E: [email protected] W: www.cavancoco.ie Cavan County Council Brand Guidelines Stationery 15

Business Card

Tommy Ryan Chief Executive

T: 049 437 8307 E: [email protected]

Cavan County Council Courthouse, Farnham Street, Cavan, H12 R6V2

www.cavancoco.ie Cavan County Council Brand Guidelines Photography 16

Photography Overview

Our photography plays a central role in communicating to our audiences. Therefore it is important that we are using a consistent style of photography in order to convey a strong brand image.

Brand photography appeals to the emotions. It talks about who we are and what we value. It is used to give our brand a personality. Our photography is both practical and people focused. It greatly supports our programmes and schemes. Cavan County Council Brand Guidelines Photography 17

Brand Photography

Photography Brand photography is used to convey the brand values, spirit of our organisation and the community of .

The tone should be positive and natural. Images with sun behind the subject and unusual angles give the shots a warm contemporary and progressive feel.

Depersonalised and emotionless shots without relevant context should be avoided.

Note: The images on this page are for visual reference only, they are not to be used or distributed. Cavan County Council Brand Guidelines Application Examples 18

Signage and fleet branding Cavan County Council Brand Guidelines Application Examples 19

Advertising Cavan County Council Brand Guidelines Application Examples 20

Branded Merchandise Cavan County Council Brand Guidelines Summary 21

Summary

Our brand is at the heart of everything we do at Cavan County Council, therefore it is essential that we communicate it in the right way. A consistent brand image is central in delivering a strong message to our community and partners. By following these basic guidelines we can help to create a consistent, strong and engaging look and feel which can become a catalyst in achieving our goals. Cavan County Council Courthouse Farnham Street Cavan H12 R6V2

T : 049 437 8300

E: [email protected]

Comhairle Contae an Chabháin E: [email protected]

W: www.cavancoco.ie Version: 2018219 Version: