The Story Brand values Our brand should: • use persuasive communication VISUAL BRAND GUIDE which uses information to engage people at a deeper level with natural and The interpretative elements of the Moor than meets the eye (MTMTE) cultural heritage Landscape Partnership scheme will be shared through • contribute to enjoyment The Dartmoor Story brand. and understanding of the Story telling is as old as the human race, and everyone can relate Dartmoor landscape to the idea of stories. Like a book, the history and heritage of • provoke people’s imagination, Dartmoor can be seen as a series of chapters; partly chrononlogical, interest and/or concern but also party thematic. This concept of telling The Dartmoor Story • relate to people’s own life should underpin the approach to interpreting Dartmoor. experiences This visual brand (corporate identity) will provide simple guidelines • support the work of for use of logos, colours, typefaces, images and written style National Park organisations, to give The Dartmoor Story its unique identity across Dartmoor. groups and communities and be audience relevant Why is it important? Consistent visual branding will be vital to raise awareness and help develop a • be accessible and inclusive clear, accessible, well-recognised The Dartmoor Story brand which will encourage for all audiences to trust and respect the scheme’s outputs. All project work should have • be sustainable and an accompanying contract which outlines specifications, terms and copyright for making projects sustainable for future use. environmental friendly

www.moorthanmeetstheeye.org Key Elements Key brand elements The Dartmoor Story will be told by a variety of organisations and communities groups. We understand that on each project, lead partners will be keen to also • Main Title - include their own branding on interpretative materials. To establish a strong Discover The Dartmoor Story The Dartmoor Story brand, we request that all projects funded through the • Website address - MTMTE follow some basic principles. www.dartmoorstory.org FONTS • QR code to website Please use a sans serif font. We would recommend Avant Garde in the first instance, or Frutiger. All visual branding should follow the RNIB Clear Print Guidelines. • Lead partner logo For many partially sighted people, well-designed print information which follows RN- • MTMTE and HLF logo IB’s Clear Print guidelines will be suitable and accessible. If you have a request • Top and bottom grey strip to produce information in other formats please contact the RNIB Transcript Centre South West at www.rnib.org.uk/professionals/accessibleinformation

COLOUR PALETTE By using the template designs This palette has been selected as it reflects the shades of Dartmoor National Park. Pantone 432 (grey) is the MTMTE core colour that should used as designed in the (opposite page) you will be templates. If you are an organsation and have a corporate colour you may use this supporting the Dartmoor alongside the MTMTE Pantone 432 (grey), or one of the MTMTE complimentary colours Story brand. You have the detailed below. If you are a community group that doesn’t have brand guidelines please use one of the suggested MTMTE complimentary colours detailed below. freedom to design the artwork MTMTE Core Colour MTMTE Complimentary Colours - Please pick one within the white area. Please Pantone C. M. Y. K R . G . B Pantone C. M. Y. K R . G . B share proofs with the MTMTE 432 23. 2. 0. 77 30.4. 34.4. 38.3 377 51. 5. 98. 23 112. 147. 2 team throughout the project 432 (30%) 260 66. 100. 6. 28 104. 30. 91 development. 1817 23. 84. 54. 68 30.6. 12.9. 17.1

138 0. 50. 100. 0 216. 140. 2

www.moorthanmeetstheeye.org 2 Templates examples

lead partner logo lead partner logo

QR code to website

Dartmoor Story promotional window sticker for retail, QR accommodation, code to website visitor centres etc (210mm x 170mm) Dartmoor Story promotional A4 poster

Lead partner web address within this area (210mm x 297mm)

QR code to website optional Example A4 poster (lead partner DNPA) - ref only) A1 board template (597mm x 841mm)

lead lead partner Ancient Dartmoor exhibition partner logo QR code to website A photographic exhibition that celebrates Dartmoor's prehistory, logo optional by photographers Anna Curnow and Adrian Oakes at Dartmoor National Park Visitor Centre, 26 Sept – 1 March 2015 10am to 5pm, open daily

QR code to website www.asc-photography.com optional www.adrianoakes.com

Pop up template (760mm x 2100mm with extra 116mm length to run into Interpretation materials base unit) When having interpretative materials QR code to website optional Lead partner web address within this area designed, also consider whether some of the content (text, illustrations, A5 leaflet template imagery etc) could also be included QR (148mm x 210mm) lead code QR partner code on the Dartmoor Story website. to website to website optional logo optional Lead partner web address within this area A4 poster template DL leaflet template (210mm x 297mm) (99mm x 210mm) www.moorthanmeetstheeye.org 3 MTMTE DNPA panel example_Layout 1 12/11/2014 10:54 Page 1

Interpretation panels checklist Tramways, waterways and cycleway • if commissioning interpretation

Devonport Leat “To his pious memory, may the descendants In this area, and situated within short and Dartmoor Railway purchase the full copyright The Devonport Leat can be of him who brought us seen to the west of the Tramway. water never want for wine.” distances of each other, are three It was built to take water to The granite sleepers of the railway can be clearly seen. the docks at Devonport. important industrial archaeological This horse drawn tramway was the creation of Sir Thomas of the all the artwork and request The leat was 26 miles (42 km) in length, features - Plymouth or Drake’s Leat, the Tyrwhitt, the founder of Princetown. Its purpose was to and was completed carry Dartmoor’s exportable products, in particular granite, in 1802. editable final artwork and all Devonport Leat and the Plymouth and down to Plymouth’s waterside and to bring back Today the leat th still provides over Dartmoor Railway. They date to the 16 , domestic supplies and materials for improving the land. 3 million gallons of the 18th and the 19th centuries respectively. relevant files are supplied to you water every day for The tramway opened in 1823, running from the head the Plymouth area. Each was built taking advantage of the of the Plym estuary to the quarries at King’s Tor. as the client and also a copy to the natural gradients from the high moor In 1825 the route was extended to better shipping facilities at Sutton Harbour, Plymouth, and in 1826 towards sea level at Plymouth. (60 words) MTMTE Project team it reached Princetown. Drake’s Leat opened on 24 April 1591. Legend has it that Sir Francis Drake Today, this section of the old tramway route is used as part of rode ahead of the water on his the Drake’s Trail, in turn part of the National Cycle Network. interpretation panels body text size white horse all the way into Plymouth. • (75-120 words) should be a minimum 16pt • a though provoking catchy title (below the Discover the Dartmoor Story) • brief intro text summarising

Plymouth or Drake’s Leat the main theme(s) (40-60 words) This artificial water course was constructed under the guidance of Sir Francis Drake. It carried water down from the across Roborough Down to Plymouth. • expanded body text going into The creation of Burrator Reservoir in the 1890s provided Plymouth with a more reliable supply of water, but meant that the upper part of Drake’s Leat was lost as the Meavy valley was flooded. greater depth (75-120 words) Base map © Copyright and Database Right Landmark Information Group Limited 2010. Illustrations by Carol Mullin © DNPA

QR QR • strong pictures are worth code code to website to website a 1,000 words optional • source the relevant usage and copyright permissions of images Example A1 board (lead partner DNPA) - ref only (597mm x 841mm) and illustrations • does your board include mapping; External board (high risk area) Example Specification UNIT STYLE: single or twin leg lectern

add a scale, north, you are here SIZE: A1 External board (low risk area) and source the relevant copyright MATERIAL: powder coated stainless steel UNIT STYLE: wooden legs GRAPHIC PANEL: Printed and encapsulated into license (see p5 for OS map licensing) SIZE: A1 Glass Reinforced Plastic MATERIAL: wooden frame PROOF: A1 Proof of supplied artwork GRAPHIC PANEL: Face printed to the back of 5mm clear acrylic

www.moorthanmeetstheeye.org 4 Suppliers include: Mapping Exhibition panels and displays You may choose your own suppliers (display areas that have low human contact) • South West Colour Laboratories www.swcl.co.uk Environmentally friendly materials • DNPA have signed the Public Internal, external panels, pop ups, display systems • 5mm falcom foam black regrind pvc • Signs Express (Plymouth or Exeter) Sector Mapping Agreement (PSMA) www.signsexpress.co.uk for 10 years (1 April 2011-2021). • 5mm forex smart 100% recyclable Internal, external panels, pop ups Other organisations such as, Town and Parish (display areas that have high human contact) • Parc Signs www.parcsigns.co.uk Councils can access the same mapping that Design, internal, external panels, pop ups, DNPA can. You can check your eligibilty online. Durable displays and interactives materials • Stewart Signs www.stewartsigns.co.uk http://www.ordnancesurvey.co.uk/oswebsite/ • aluminium casing, or cabling Design, GRP external panels and lecterns • Fitzpatrick Woolmer www.fwdp.co.uk public-sector/mapping-agreement/eligibility-criteria.html • Dartmoor/FSC wood Design, GRP external panels and lecterns • If the group isn’t eligible for the • 5mm acrylic/glass fronted (durability) • Imagemakers www.imagemakers.uk.com PSMA, can they still use OS Mapping? Design, mapping and illustrations Yes. Ordnance Survey launched their • Touchwood Design www.touchwood-design.co.uk OpenData licence last year for anyone Design, mapping and illustrations wishing to use certain OS information for External signage materials • Freeline Graphics www.freeline-gfx.co.uk commercial or non-commercial use without Design, mapping and illustrations restriction, for further info on Open Data. • Do you have permission from • Carol Mullin www.carolmullin.co.uk http://www.ordnancesurvey.co.uk/oswebsite/products/ Wildlife Illustrator os-opendata.html the landowner for installation? • John Walters www.johnwalters.co.uk • Does the board require planning Wildlife Illustrator Internal exhibition materials • Peter Lorimer www.pighill.net permission? Check if there any services Archaeological Illustrator Everything you have outputted should be • running underground at site? specified to be external use - for maximum • Everything you have outputted longevity /durability (UV, weatherproof) Secondary panels in exhibitions or on trails may should be specified to be external use be simplier than the main introductory panel. Pop up banners - for maximum durability Environmentally friendly pop up banners (UV, weatherproof) or display systems Good Practise: • easy to assemble, transportable, flexible, • Try to use sustainable and durable

Lead partner web address within this area lightweight for carrying, portable traditional materials where possible -

QR code to website optional • aluminium casing or bamboo granite/ Dartmoor wood/FSC wood • interchangeable graphic system • Routed FSC wooden signs (this component can be reused easily • FSC wooden framed and

Lead partner web address within this area acrylic fronted

QR code to website and at the end of its life can be recycled) optional • High risk areas- vandal proof GRP panels www.moorthanmeetstheeye.org 5 Top tips for achieving Print Ink • Digital (cheaper and more (RNIB Clear Print Guidelines) Clear Print Information can be communicated in environmentally friendly for small print runs) print body text size for publications a range of methods; print is one of • • Litho (cheaper for larger print runs) should be 12pt the less sustainable ways but can have inclusive benefits. Before even getting Vegetable/ soya inks with reduced • the font you choose should be clear, to design stage consider your choice Isopropyl (IPA) and water based sealers avoiding anything stylised, please carefully, think about your target use Avant Garde or Frutiger Paper audience, the information you have Environmental standards: • all body text should be left aligned to communicate, quantities, distribution • use bold sparingly; only highlight a • FSC or recycled and storage. • ECF elemental chlorine free/ few words rather than a paragraph TCF totally chlorine free; • keep the text layout clear, simple Useful link on environmentally friendly • NAPM (National Associate of Paper and consistent print and design www.lovelyasatree.com Merchants) approved recycled product; • don’t use blocks of capitalised letters, • made from over 75% recycled fibre, and try not to use italics or underlining Certification Schemes for primary fibre sourced from • for readability be careful about • EMAS is the highest standard that can sustainable managed forests; overlaying text on images be attained, followed by ISO 14001. • recyclable. • the substrate or coatings should • ISO 14001 is the next best, not be glossy or reflective Examples of paper stock used by although standards vary under this the DNPA on a regular basis: • ensure the contrast between the text scheme due to the emphasis on • satin - Cocoon silk (leaflets) and background is as high as possible continual improvement. • matt - Cocoon uncoated (publications) • all text should be evenly spaced and • FSC is about tracking the fibre ONLY • matt - Evolve business (stationery/ the same orientation on the page factsheets) • there should be no more than and is NOT about environmental standards within the factory. 70 characters or 8 words per line If commissioning design purchase the • the space between columns of • Greenmark is a scheme for smaller full copyright of the all the artwork and text should be large enough companies which lack the resources request editable final artwork and all to be distinct to undertake ISO 14001. relevant files are supplied to you as the client and also a copy to the MTMTE Project team.

www.moorthanmeetstheeye.org 6 DL leaflet cover template examples Postbridge Walks (99mm x 210mm) Print specifications Online communications

DL leaflet The Dartmoor Story website will be SIZE: A4 folded to DL (210mm/99mm) EXTENT: 6pp build to be part of the Dartmoor PAPER: Cocoon silk 130 gsm National Park Authority (DNPA) COLOURS: digital or 4 colour litho website. Which is being rebuilt (cheapest method) and designed in the next 6 months. The website has been specified to A5 booklet SIZE: A5 (210mm/148mm) have a responsive design which will Postbridge EXTENT: no of pages must be dividable by 4 enable content to be viewed clearly lead PAPER: Cover Cocoon silk 300 gsm QR Walks on smart phones and tablets. partner code to website logo optional Core Cocoon silk 130 gsm COLOURS: digital or 4 colour litho (cheapest method) The Dartmoor Story on the Forged by nature; shaped by time and human hands. DNPA website will benefit from: • the high website hits Suppliers include: (the site has over 1.5 million page You may choose your own suppliers Postbridge impressions annually) Walks • Brightsea Press www.brightsea.co.uk • a sustainable future for the content. Digital and litho lead QR partner code • Ashley House www.ashley-house.co.uk to website logo optional Digital and litho If you are planning to do any other • Deltor www.deltoruk.com online communications please discuss Forged by nature; shaped by time and human hands. Digital and litho • Four Way Print www.fourwayprint.com with the MTMTE project team, so we Litho can develop a cohesive approach. • Imagemakers www.imagemakers.uk.com Design, mapping and illustrations • Touchwood Design www.touchwood-design.co.uk Dartmoor Story App Design, mapping and illustrations lead We will be running some development QR • Freeline Graphics www.freeline-gfx.co.uk partner code to website logo optional Design, mapping and illustrations sessions to take forward the idea of a Dartmoor Story App.

Forged by nature; shaped by time and human hands. www.moorthanmeetstheeye.org 7 Who is your target audience? Design checklist What do you want to communicate? ...... q What do you want to communicate? Who do you want to communicate with (target audience)? ...... q What is your budget? ...... q What is the timescale and what are the milestones? ...... q do you want to communicate? Where What is the most effective means of communicating your information or message? .q Is it essential or needed? ...... q How is the best way to share your Is it free or saleable? ...... q Is there a market? ...... q information and engage your target What is the shelf life? ...... q audience (a printed leaflet is not always Where and how will it be distributed? ...... q the best method!) Where will the surplus be stored? ...... q Who should be involved and consulted internally and externally partners, funders etc? q What will the scope/extent of the design project be? ...... q What is the risk element? ...... q Who will research and collate the content? ...... q Who will design it? ...... q What style and tone needs to be adopted? ...... q What design specification? ...... q i.e. size (good practise to use conventional sizes - distribution easier), colour, quantity Who will edit it? ...... q Who will approve it? ...... q What type of board (impact on the landscape) (Signboards) ...... q Who is responsible for installing ...... q Consider future on-going maintenance (Signboards/Exhibits) ...... q Consider pre testing and evaluation ...... q

www.moorthanmeetstheeye.org 8 Project Management for producing Logos What publicity is needed publications and boards As shown on templates ...... q (discuss with MTMTE Project Team) Images E-News Release ...... q Consulted & Liaised: High quality images sourced . . . . . q Tweet ...... q Internally ...... q Images copyright approved/ royalties paid q Moor News e-news ...... q Partners ...... q Images copyright acknowledged . . . q Article in The Dartmoor, Active Dartmoor, Funders ...... q Maps Life Magazines ...... q Text finalised ...... q Base mapping sourced ...... q Other editorials ...... q Mapping copyright approved . . . . .q Design Contractor Delivery of digital artwork ...... q Mapping copyright acknowledged . . .q Prepare brief ...... q Delivery of job ...... q North Symbol ...... q Ask contractors to quote on brief . . .q Job checked by client ...... q Scale ...... q Receive contractors’ quotations . . . .q Distributed ...... q You are here ...... q Select design contractor and agree q Contractor produces initial Storage (Publications & Signboards) . . and sign design contract ...... q q design/ layout (proof 1) ...... q Installed (Signboards/ Exhibits) . . . . . Final text, images, logos, base mapping Agree design and check proof . . . . q On-going maintenance (Signboards) . . q supplied to contractor ...... q Proof stages (proofs sahred with . . . . Evaluation ...... q Design Stages consultees, checked and amended) . . q Remember to consider content and Pretested (changes made if needed) . .q MTMTE brand guide and use templates: Sent to the printers ...... q Other: Final printers proof checked Font (Avant Garde/Frutiger) . . . . . q and signed off by client ...... q Pantone Colours ...... q Editable final artwork and all relevant Bar code (if saleable) ...... q files are supplied to you as the ISBN (if saleable book) ...... q client and also a copy to the Contact Details ...... q MTMTE Project team...... q

www.moorthanmeetstheeye.org 9