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Visual Identity Guidelines

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Visual Identity Guidelines Visual Identity Guidelines An introduction to best practice when using our logos, colours, images and document templates VERSION: 2.2 Let your conversation be always full of grace, seasoned with salt, so that you may know how to answer everyone. Colossians 4:6 Contents 1. About this document 2. The Church of Scotland logos 3. Our corporate typeface 4. Use of images 5. Document templates 6. Colours 7. Design checklist Introduction At the heart of society The Church of Scotland seeks to promote best practice across all on/ offline visual assets. This relies on compliance from all external agencies and internal business areas to project a singular ‘parent’ brand. We are Scotland’s national Church as well as an integral part of the nation that carries both relevance, influence and speaks with authority in a modern Scotland and across the world. These guidelines have been created to explain the Church of Scotland’s visual identity and how it should be used. They are intended for anybody who works with the organisation, whether you are commissioning, designing or delivering communication materials as an external agency or a member of staff. Please read these guidelines carefully as they contain detailed information on how to apply the design elements and ensure we create a unique and flexible visual identity that is distinctly ours. 1 1. About this document It is essential that the Church of Scotland presents itself as a visually coordinated organisation. Therefore all communications should follow a single visual identity guideline. Use of any aspect of the Church of Scotland identity by external agencies, companies and partners requires approval by the Communications Department. If you have any doubt over the applications of Church of Scotland branding or how best to use it, please contact the Communications Department. This document also offers guidance for Presbyteries and Congregations, who produce their own collateral and advice on best practise for the use of the Church of Scotland brand. This document and other visual resources (e.g. logos) are available from the official Church of Scotland website: http://www.churchofscotland.org.uk/resources/subjects/communication_resources/visual_identity 2 2. The Church of Scotland logos On no account must any component part of the identity be redrawn, modified, repositioned, stretched or omitted. Always use the master artwork provided to avoid any discrepancies in proportion. All logos should never be reproduced smaller than 70mm wide. This is available in ‘Church Blue’, black or white ONLY. This is also available in a number of electronic file formats (.jpg, .png, .eps). The ‘Standard Blue’ Logo Our marque is a required element and should inform all communications. This ensures that we stand out in our work. The ‘Standard Blue’ Logo is made up of two elements - the 'Emblem' and the 'Logo-type'. These elements are of a fixed size and position relative to one another and should not be altered in any way. Never attempt to recreate the logo and always use the master artwork supplied. 3 Our logo is available in 3 colours configurations to enable flexibility and creativity in application. They are to be used freely and not to categorise communications. Colour variants The logo must only appear in the colour combinations shown on this page. Never attempt to recreate the logo and always use the master artwork supplied. The 'Standard Blue' Logo This is the preferred version of the logo and should be used on corporate literature, colour advertising and wherever full colour reproduction is possible. The ‘Standard Black’ Logo This version should be used on applications where only monochromatic reproduction is available, such as documents/forms/letters. The ‘Standard White’ Logo This ‘reversed’ version should be used on applications where there is sufficient contrast or a solid background colour that would compromise the others. RGB colour logo This version should be used for all on screen applications such as PowerPoint presentations and online. 4 Logo sizes Our logo should be used at varying sizes depending on the application. There are recommended sizes to use on standard format applications. Care should be taken to ensure that scale is appropriate for its application • 115mm A3 A3 POSTER • 100mm A4 • 70mm A5 Text • 600px Digital Text Use on coloured backgrounds A4 BOOKLET Our logo should only ever appear in white on a coloured background or neutral areas of photography. It must never appear over busy areas of Text photography, or on patterns. A5 LEAFLET Exclusion zone Text There is a defined minimum clear space into which no other visual elements should be placed. To ensure visual impact we recommend keeping a large area of space around the logo wherever possible (10mm). This is the minimum space around the logo, however please IMAGE 1 keep as large a space as possible around the logo. IMAGE 1 Positioning the logo facebook.com/text @churchscotland The logo should appear on the top left side of materials (10mm from top and left margin). 5 Department/Council The Church of Scotland ‘Standard Business Area’ Logo The Church of Scotland ‘Standard’ Logo should be used over any other Department/Council version of the logo. However, on occasion it is a requirement to use a marque which is aligned to a particular business area. It is recommended that this is used only on communications that can be described as internal or official business (e.g. letterheaded paper). Department/Council 6 Working with partner brands In certain instances, our logo will appear alongside other partners’ logos on applications and communications. The 'Stacked' Logo should be used in these instances. Lead partner When we are the lead partner, the design of materials should conform to our visual style with our partners’ logo positioned at the bottom right of front/back covers. The partner logo should be sized approx 3/4 the width of our logo. Equal partner Where we are working in equal partnership, both logos should appear at the bottom of front/back covers and the design of materials should, where possible, conform to our visual style or, at minimum, include one of our design assets. Secondary partner Where we are not the lead partner, the design of materials will normally be influenced by our partners’ own visual style. The 'Stacked' Department/Council Logo should be used in these instances. Please avoid Our logo is a valuable visual asset and care must be taken to ensure it is clearly presented. In order to preserve the integrity of the logo, Department/Council please avoid executions which misuse, amend or trivialise the identity. • Never apply a drop shadow to the logo • Never distort the logo to fit • Never modify the relationship between the 'Emblem' and the 'Logo-type' Department/Council 7 The Church of Scotland ‘Stacked Blue’ Logo A ‘stacked’ or centre aligned version of the logo is available for use where other organisation’s logos are reproduced. Many applications of the logo will utilise a background colour other than white. It is important to achieve adequate contrast between the identity and its background for maximum legibility and impact. This ‘reversed’ version should be used on applications where there is sufficient contrast or a solid background colour that would compromise the others. The Church of Scotland ‘Stacked Business Area’ Logo The Church of Scotland ‘Standard’ Logo should be used over any other version of the logo. However on occasion it is a requirement to use a marque Department/Council which is aligned to a particular business area alongside partner logos. Department/Council Department/Council 8 Our Scottish Charity Number and URL Document templates have been created to assure consistent use of these elements which should always occupying the same footprint on all static online graphics and print collateral (preferred - reverse or back page, bottom left). Please be careful to use this format consistently on all communications. 9 3. Our corporate typeface Although our Logo-type is Gill Sans, our corporate font is Seravek, a type family available in a variety of weights and styles allowing for scope and creativity in application. Logotype font It is a modern, distinctive and versatile typeface which has been designed to Gill Sans (Light) communicate with confidence and authority. The Church of Scotland It should be used for all static online graphics, printed items including annual reports, leaflets and advertising. This typeface is available for external agents from the Church of Body text Scotland, Communications Department. Seravek (Light) Working with typography for print collateral ExtraLight Our corporate body text typeface (Seravek) has a wide range of weights Extra Light Italic available to ensure full flexibility in application. The use of font weights and Light sizes is not specified but has the capacity to convey different messages being LightI talic communicated. Regular Producing clear print Italic Medium When designing and producing any form of print collateral, it is important to Medium Italic adhere to set legibility requirements and ensure the following: • The text is clear, accessible and consistent Bold • The text is of sufficient size and weight and easy to read (minimum 11pt) Bold Italic • The contrast between the text and background is sufficient (minimum 85% black) • Text should not appear in front of complicated or high contrast images 10 System font Lato Lato Hairline Lato Hairline Italic Our system typeface Lato Thin Lato is our system typeface and should be used when restrictions Lato Thin Italic mean that Seravek can not be used. These include internally created Lato Light documents, letters and electronic media, such as online. Lato Light Italic Lato typeface is a web safe font and has been chosen to complement Lato Regular Seravek. Lato Italic Lato Medium Please note this typeface should be used for external professionally Lato Medium Italic created online applications, including dynamic corporate materials, advertising and resources.
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