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Rochford District Council 2007/2010 Visual Identity

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Rochford District Council 2007/2010 Visual Identity APPENDIX 1 Rochford District Council 2007/2010 Visual Identity If it is not communicated, then it does not exist. 12.3 Contents Why do we need a Visual Brand? 03 Stationery 17 Introduction 04 Contractors 22 The Crest 05 Council Facilities 23 The Logo 06 Website Address 24 Misuse 07 Document Covers 25 Exclusion Zone 08 Partnerships 26 Alignment 09 Marketing Materials 27 Colour Use 10 Production Procedures 28 Imagery 12 Paper 29 Sample Page Layouts 13 Braille, Large Print and alternate Typeface 14 Lanaguages 30 Tone of Voice 15 Glossary 31 Investors in People 16 Further Information 32 This document was produced by the Web Services Development Manager 2 12.4 "A successful visual brand can have a huge influence on an organisation's ability to communicate in an engaging way." Why do we need a Visual Brand? The way Rochford District itself, the Crest has limited These key elements can Council visually represents meaning for people not already include the typeface and itself will enhance its connected with Rochford colours we use, or even the reputation, raise its profile and District Council. way we lay out words on a contribute to its success. page. To have a strong visual Before now, the Council has Before we can develop a brand all the elements must be not had any real consistency in visual brand we first must used consistently and the way it communicates with understand what one is. Visual professionally across the entire the outside world. brands are often confused with organisation. a 'logo'. Although a logo is an This lack of consistency within important element of a visual A successful visual brand can the Council's visual self brand, it does not represent all have a huge influence on an representation has been of it. organisation's ability to embodied in publications, on communicate in an engaging the website, in presentations, In order to have a confident way. on signs and on Council and engaging visual brand, vehicles. Even the Crest, our there must be several key This visual identity plays an only widely-used visual elements in place, all of which essential part in building the symbol, exists in many provide a consistent message. Council's reputation and different versions and is not raising its profile. being used consistently. In 3 12.5 Introduction This document outlines make Rochford District the brand be achieved. Rochford District Council's place of choice in the County to visual brand. Maintaining the live, work and visit’, and our The strength and ultimately the Crest, with its historic and corporate aims, which are to: success of this brand lies in the valued status, whilst consistency with which it is simultaneously using the Leaf Provide quality, cost used and the values it Logo, which reminds us of the effective services; communicates. Council's aspiration to be the Work towards a safer and 'green' part of South East more caring community; Document References Essex, will help to create a Provide a green and more contemporary and sustainable environment; Logo = the term Logo in this engaging image. Encourage a thriving local document refers to the Leaf economy; Logo; This document will help to Improve the quality of life for enforce the message that any people in our District; Crest = the term Crest refers to internal, external, online or Maintain and enhance our our Council Crest and Coat of printed materials, or any local heritage. Arms. marketing or vehicle signage, must maintain the professional This document sets out image of the Council. detailed standards for the visual presentation of Rochford The Logo and Crest must be District Council’s brand. It is used in a way that gives important to follow the rules confidence in the Council and precisely as only then will a reflects the Council’s vision ‘To clear, unified and effective 4 12.6 The Crest The Crest is the most The Crest must not be used on The Crest must always be traditional and historic element any marketing materials reproduced from a digital of our visual brand; it without prior consent from the reference, and is available in represents the Council's Visual Identity Group. several different sizes and strength and heritage. For this resolutions. reason the Crest should only The Crest must always appear be used for Civic and with the words 'Rochford EPS files should be used for Ceremonial purposes, and on District Council' unless printed materials and JPG or official Council policy approved by the Visual Identity GIF for online materials. The documents or reports, includ- Group, and must always be Crest must never be printed ing member correspondance. printed in colour on a white from JPG or GIF format background. master reference. 5 12.7 The Logo The Logo represents the two elements: the leaf and the visual impact on the brand. Council's aspiration to be the name style. These must not be 'green' part of South East redrawn or altered in any way. In print the Logo must not Essex, as over 80% of the No other words can be appear smaller than 25mm District is greenbelt. attached to the Logo. measured across its entire width. On screen, it must not The Logo is a key part of our The Leaf element can be used be smaller than 115pixels at visual brand, with a on its own as a visual 72dpi. contemporary design that representation of our brand, appeals to the young and old. but such usage must be The Logo must always be The Logo will help to build an approved by the Visual Identity reproduced from a digital instantly recognisable brand to Group. reference. EPS files should be support the Council's growth used for printed materials and for many years to come. Both the Logo and Crest are JPG or GIF for online available in several different materials. The Logo must The Logo must be used on all sizes and resolutions in order never be printed from JPG or marketing, publicity and to be as flexible as possible GIF format master reference. signage. The Logo consists of without having a negative 6 12.8 1 4 7 2 5 8 3 6 9 Misuse All of these examples show associated with either the 7. The Crest or Logo must not how NOT to use the Crest and Crest or Logo. be reproduced using other Logo: typefaces. 4. The Crest or Logo must not 1. The typeface on the Crest be used to make patterns. 8. The Crest should not be and Logo must not be altered used on any colour or shrunk in anyway. 5. The inverse white Logo background other than white. should be used on blocks of 2. The Crest and Logo must colour other than white. 9. The Crest must never be always be proportional and not used without the words squashed. 6. The Logo can only be white, 'Rochford District Council'. green or black, depending on 3. No other text should be the Logo's usage. 7 12.9 Exclusion Zone The Logo and Crest will be The exclusion zone has been The length of the exclusion more visual and have a greater built in to both the Logo and zone can easily be measured impact when each is Crest so that the exclusion as it is the height of the letter surrounded by a sufficient zone will always be 'R' in the word Rochford. amount of space. An exclusion proportional to the image size. zone has been created around As mentioned previously, both both images, within which no the Logo and Crest are other images or text must available in several different appear. sizes and resolutions. 8 12.10 Directorate Of Internal Services Head of Legal Services A J Bugej a, BA(Hons.) Barrister Ask for:[ Enter the person to ask for] Ext:[ Enter Ext here] Direct Dial:[ Enter Direct Di al here] My Ref:[ Enter my ref here] Your Ref:[ Enter your ref here] Date: [Enter Date here] Dear Sir/Madam Afternoon Tea for Veterans Yours sincerely Cllr Mrs Mavis Webster Chairman of Rochford District Council Albert Bugeja Head of Legal Services invites you and a guest to join her for afternoon tea on the terrace Council Offi ces, South Street, Rochford, Essex, SS4 1BW Telephone: 01702 546366 - Facsimile: 01702 318154 – DX: 39751 Email: [email protected] - Website: www.rochford.gov.uk The Mill Arts and Events Centre Rayleigh Sunday 30th July 2pm - 4pm RSVP Helen Collins, 01702 318144, helen.collins@roc hford.gov.uk Council Offices, South Street, Rochford, Essex SS4 1BW Alignment The relationship between the Text and images should align only with the word Rochford. Logo and Crest and any vertically with the Crest or associated text and images Logo, as shown. When using should conform to the basic the Logo the principal principles shown on this page. alignment is on the far left and This will help to ensure horizontally with the word consistency in the appearance Rochford. When using the of our materials. Crest the principal alignment is 9 12.11 flexible Colour Use The Logo has been created to The secondary colour use of House Colour: be as flexible as possible and the logo is a white typeface Pantone 364EC can be used on any colour and leaf displayed on any other CMYK 78/4/99/47 background. The ‘house’ or colour background. RGB 66/19/48 preferred colour for the Logo, HTML 427730 shown right at the top of this The logo can also be used in page, is Pantone 364EC black on white and white on (green) on a white background.
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