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Brand Guidelines Contents BRAND GUIDELINES CONTENTS 03 Welcome 04 PART ONE: THE MORECAMBE BAY BRAND What the brand is 05 Brand Wheel 06 The Morecambe Bay Brand 08 PART TWO: THE BRAND COMPONENTS How it’s made up 09 Tone of Voice 15 Icon & Logotype 23 Typography 26 Colour Palette 28 PART THREE: THE BRAND IN ACTION What it looks like in practice 29 Destination 32 Sector Specific 37 Product & Operator Specific 40 Online & Social Media 43 Guidelines Summary 46 Image Credits MORECAMBE BAY GUIDELINES 02 CONTENTS WELCOME MORECAMBE BAY The Morecambe Bay Brand is a brand to present the Bay area to its visitors. It’s a brand Morecambe Bay is like nowhere else in the which is both practical and flexible and will UK. It’s as invigorating as it is calming with continue to grow. spectacular natural beauty and a fascinating heritage. For further information or advice on using the Brand, please contact either Marketing It’s an incredible internationally protected haven Lancashire or Cumbria Tourism: for wildlife and birds. It’s a landscape borne of its people and traditions. It’s a much-loved MARKETING LANCASHIRE outdoor challenge. It’s a favourite place for all the family. [email protected] 01772 426450 It’s Morecambe Bay. marketinglancashire.com/morecambebaybrand THE MORECAMBE BAY BRAND CUMBRIA TOURISM The Morecambe Bay Brand is built on these [email protected] values and offers a new look and feel to share 015939 822222 this special place with others. It’s made up of: cumbriatourism.org/morecambebaybrand Brand Guidelines That’s this document, which sets out what the Brand is and how it can be used. It’s set out in three parts: 1) What the Brand is; 2) How it’s made up; and 3) What it looks like in practice. Brand Toolkit That’s the accompanying website where everything needed to create the Brand can be found. It’s available from marketinglancashire. com/morecambebaybrand and cumbriatourism.org/morecambebaybrand and includes the Morecambe Bay Brand Logo, Font, Copy and Images all freely available to copy, paste and download. MORECAMBE BAY GUIDELINES 03 WELCOME PART ONE: THE MORECAMBE BAY BRAND WHAT THE BRAND IS A brand is never just about a logo. It’s about how something looks and sounds. It’s about how it makes you feel. It’s about how different things come together to create an individual personality and character. It’s about how to instil the wonder of Morecambe Bay in the eyes of visitors. This first part of the Brand Guidelines sets out the Morecambe Bay Brand’s Position, Key Attributes and Personality. These are the guiding principles to inform all creative work. PART ONE: THE MORECAMBE BAY BRAND 04 WHAT THE BRAND IS Ra ook tion L al e At W tr w ib o u H te s 1. L ty o E li g m a ic n & o o t k M i l s o r a a n e T g a P e i l . c BRAND A 3 W t ESSENCE t r w i b o u H t e s 2 . Positioning t K n e ey M em e at ss St age ion s Posit BRAND WHEEL The starting point for the Morecambe Bay Emotional Attributes Brand is the Brand Wheel. This gives the Brand These are Morecambe Bay’s unique a clear and consistent set of values throughout characteristics that make the place special. It’s every aspect of its communications. From its the type of place Morecambe Bay promises Brand Essence, to its Key Attributes and Key to be. Messages, to its overall look and feel. 2. POSITIONING Below is a handy reference to explain how the Brand Wheel is made up, before exploring the Position Statement Morecambe Bay Brand Wheel in detail. The Position Statement sets out how Morecambe Bay is positioned as a destination. BRAND ESSENCE How the Bay is seen through the eyes of the visitor when compared to other destinations. The Brand Essence is just that. The essence of the Brand. It’s what the Brand seeks to convey Key Messages in a nutshell. Morecambe Bay has a lot of different things 1. LOGIC & MAGIC to be proud of. The Key Messages work to focus visitors on the key things they should Rational Attributes remember. These are Morecambe Bay’s key assets. The things that visitors most want to see and 3. PERSONALITY experience when they visit. The Brand Personality outlines the look and feel of the Brand. From the design of the Brand Logo to the Colour Palette and Tone of Voice. They bring the Logic & Magic and Positioning together to bring the Brand to life. PART ONE: THE MORECAMBE BAY BRAND 05 BRAND WHEEL Ra ook tion L al e At W tr w ib o u H te s 1. L ty o E li g m a ic n & o o t k M i l s o r a a n e T g a P e i l . c BRAND A 3 W t ESSENCE t r w i b o u H t e s 2 . Positioning t K n e ey M em e at ss St age ion s Posit THE MORECAMBE BAY BRAND And here’s the Morecambe Bay Brand set out Emotional Attributes in detail. This shows how all the parts fit • Inspiring together to make the overall Brand, and is • Awe-striking & captivating (magical, wow!) something to keep referring back to. These are • Calming & thought provoking the guiding principles which underline every • Curious & engaging aspect of the Morecambe Bay Brand, and • Energising & exhilarating (multi-emotional) should underline every piece of creative work. 2. POSITIONING BRAND ESSENCE An Inspiring Coastal Area. Position Statement One of England’s fastest emerging destinations, 1. LOGIC & MAGIC incomparable to anything in the UK, which inspires and engages those with a love for the Rational Attributes outdoors and nature through captivating coastal • Big & changing views across the Bay landscapes and seascapes, rich natural • Rich cultural heritage and cultural heritage, big views and • Outstanding natural environment and wildlife outstanding sunsets. • Diverse & authentic towns and villages to explore • Outdoor Activities - walking & cycling for all, non-powered water sports PART ONE: THE MORECAMBE BAY BRAND 06 BRAND WHEEL Ra ook tion L al e At W tr w ib o u H te s 1. L ty o E li g m a ic n & o o t k M i l s o r a a n e T g a P e i l . c BRAND A 3 W t ESSENCE t r w i b o u H t e s 2 . Positioning t K n e ey M em e at ss St age ion s Posit THE MORECAMBE BAY BRAND Key Messages Engage - Outdoor Recreation Inspire & Captivate - Big Views, Landscapes & A sense and feeling of participation in outdoor Natural Environment leisure and recreation, which is accessible to all. From land-based activities such as A sense and feeling of wonder at the diversity ambling along coastal paths and accessible of Morecambe Bay. Its vast intertidal areas, promenades to more up-tempo walking and land and seascapes, natural habitats & wildlife, biking, through to higher energy activities such ecology, geology, and naturally occurring as non-powered watersport activities and attractions which engage visitors in the natural Cross Bay challenges. All have opportunities to environment in and around Morecambe Bay. enjoy the views and stop and enjoy attractions in and around the Bay. Explore & Discover - Cultural Heritage A sense and feeling of rich built and historical 3. PERSONALITY heritage, the personal stories, traditions and ways of life which have emerged culturally in Contemporary yet down to earth, with cultural local food, drink, arts and craftsmanship to references. This is shown in Part Two of captivate visitors in and around these Guidelines. Morecambe Bay. PART ONE: THE MORECAMBE BAY BRAND 07 BRAND WHEEL PART TWO: THE BRAND COMPONENTS HOW IT’S MADE UP In this second part of the Brand Guidelines you’ll find everything you need to start using the Morecambe Bay Brand. From the Brand Logo, to the Tone of Voice, to the Brand Fonts and Colour Palette. All of these are freely available to copy, paste and download from the Brand Toolkit at marketinglancashire.com/morecambebaybrand and cumbriatourism.org/morecambebaybrand. PART TWO: THE BRAND COMPONENTS 08 HOW IT’S MADE UP TONE OF VOICE A brand is never just about how it looks, how it sounds is just as important. Whether it is a headline on an advert, a piece of body copy on a website or this introduction, a consistent Tone of Voice helps to complete the look and feel of the Brand. Here are some guidelines on copywriting for the Morecambe Bay Brand, building on the Brand Wheel. PART TWO: THE BRAND COMPONENTS 09 TONE OF VOICE TONE OF VOICE EXPLORE AND DISCOVER INSPIRE AND CAPTIVATE There’s lots to do in Morecambe Bay, whether Inspire - Emotional Responses it’s exploring the Bay’s towns and villages, discovering its cultural heritage or experiencing As set out in the Brand Wheel, Morecambe Bay the Bay’s natural habitats and wildlife. is an inspiring coastal area. It’s as invigorating as it is thought provoking, calming as it is To reflect this, use active words. Aim to intriguing. It creates a multi-emotional response begin copy with a verb so that you’re always of sense and wonder which moves people. It encouraging your visitors to do, go, see and doesn’t compare to anywhere else in the UK.
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