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Magherafelt Town Centre Brand Identity Guidelines (Version 2 - February 2019)

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Magherafelt Town Centre Brand Identity Guidelines (Version 2 - February 2019) Magherafelt Town Centre Brand Identity Guidelines (Version 2 - February 2019) Mid Ulster District Council Page 1 Magherafelt Town Centre Contents Brand Positioning ...................................................................................................................................................................................................................................................... 02 Brand Guidelines .......................................................................................................................................................................................................................................................... 09 Tone of Voice ....................................................................................................................................................................................................................................................................... 14 Colour Guide ....................................................................................................................................................................................................................................................................... 15 Sizing and Exclusion Zone ..................................................................................................................................................................................................................... 20 Placement and Visibility.............................................................................................................................................................................................................................. 21 Brand Usage Guidance ................................................................................................................................................................................................................................... 22 Typography ............................................................................................................................................................................................................................................................................. 23 Photography ......................................................................................................................................................................................................................................................................... 24 Brand Usage Examples ................................................................................................................................................................................................................................. 25 Brand Implementation Plan ................................................................................................................................................................................................................. 35 Mid Ulster District Council Page 2 The Brand Proposition Mid Ulster District Council Page 3 The Brand Proposition How we did it Our Brand Vision: Dynamic Wellbeing Mid Ulster District Council Page 4 The Brand Proposition How we did it The over-arching proposition can then be represented by the Brand Proposition Prism. This deliberately simplistic diagram represents Dynamic BRAND how the brand has been structured and is Wellbeing VISION capable of guiding all aspects of future brand expression, communication and delivery. Full of character and energy, BRAND Magherafelt is a place endowed PERSONALITY with many valuable assets and SYNOPSIS wholesome qualities that make it a special place to live, visit and work Friendly Hard-working Energetic Convivial BRAND VALUES Community-spirited Natural Style-conscious Entrepreneurial BRAND Wholesome Rewarding Spirited PILLARS Environment Lifestyle Attitude Mid Ulster District Council Page 5 Magherafelt Town Centre Brand Positioning The research and consultation within the Mid Ulster Town Centre Positioning Study Report (February 2017) identified some key elements relating to the assets, environment and atmosphere of Magherafelt Town Centre. These are: • The independents offer niche • There is regular use of the centre & breadth of retail (49% use daily, 28%, 2-3 times per week , 20% weekly) • It provides a friendly, knowledgeable service • Safe and shared • It provides for destination • It has excellent cafes/restaurants/ shopping nightlife • There is strong business • It has excellent leisure, sporting, confidence outdoor facilities • It performs well as local service • There is a strong brand identity hub & pride in the place (77% very proud or proud ) • The public realm investment adds colour • Words used to describe Magherafelt include vibrant, • The new by-pass will reduce cheerful, buzzing, relaxed traffic and make it a more atmosphere, welcoming, cross walkable centre community • It caters for multi-functional use • It is a family orientated town Mid Ulster District Council Page 6 Magherafelt Town Centre Brand Positioning Based on the research the report In relation to the existing brand and identifies some further opportunities marketing, the research identified the for the Town Centre. These are: following elements: • Further develop the public realm • Having rolled out a relatively new to add colour, vibrancy, light & brand, the awareness is around social spaces 40% • Potential to develop market town • 32% like the brand, 37% like the designation with food festivals & brand but say it needs refreshing farmers markets. • Developing an App/Town Centre • Home Place & outdoor attractions Loyalty Schemeg drive visitors and should be • Develop a social media campaign packaged/promoted perhaps as a using local people – personalities, shopping/cultural offer day trips bloggers etc • Further developing the early & • More visible Interpretation of night time economy. Strive for brand in Town Centre & approach Purple Flag award routes • Develop annual events calendar to support propositions Mid Ulster District Council Page 7 Magherafelt Town Centre Brand Positioning Taking all the above into account the consultancy team agreed a new Positioning Statement for Magherafelt: Magherafelt should continue to develop its role as a market town with a unique, distinctive retail and leisure offer, focusing on eclectic, independent brands(particularly ladies fashion), a quality food and drink and a diverse evening and night time economy, much of this encapsulated in the original town centre brand. Working in a true partnership, it will attract and develop a local audience as well as targeting a wider visitor market using its distinctive heritage, cultural and literary connections. This further consolidated by a capitalising on the great outdoors offer nearby. The Positioning Statement should be supported by a number of key propositions that the centre can consolidate and offer. For Magherafelt, detailed work has already been carried out with regards to this. Mid Ulster District Council Page 8 Magherafelt Town Centre Brand Identity Guidelines Mid Ulster District Council Page 9 The Brand Identity Main Magherafelt Brand Slogan Mid Ulster District Council Page 10 The Brand Identity Main Magherafelt Brand The Brand Mark Mid Ulster District Council Page 11 The Brand Identity Main Magherafelt Brand Using the Identity and Slogan together better Mid Ulster District Council Page 12 The Brand Identity Main Magherafelt Brand Our Identity The new logo and identity for the Magherafelt has been created to reflect our strong location whilst at the same time looking forward to the bold future Magherafelt has to offer. The type style is also both welcoming and striking – the combination of curves and width convey a sense of tradition with a fresh feel. Our Graphic Device Our visual device is an important tool for communicating our brand values and positioning. Therefore, it is very important that these design elements are used consistently throughout all applications. Scenery Vibrancy Friendly Mid Ulster District Council Page 13 The Brand Identity Tone of Voice Mid Ulster District Council Page 14 The Brand Identity Colour Guide Colour Guide: Seasonal Colours Colour Guide: Single The main corporate colours for Magherafelt The colours chosen convey a sense of Where the quality of the reproduction of are very important and should be used in location, vibrancy and approachability whilst colour is uncertain, the single colour version preference to where the logo is reproduced. being sharp and different enough to be modern should be used (Black/White). No colour is ruled out, but it must be relevant and distinctive. to the subject. Also, for some publications such as newspapers (cost effective recruitment advertisements etc.) it may be required to use the identity in black & white format. It should NEVER be printed in any other colours or combination of colours apart from the following. Mid Ulster District Council Page 15 The Brand Identity Colour Guide Our Identity Brand Colour guide The new logo and identity for Pantone Swatches Magherafelt has been created to P374C P360C reflect our strong location whilst at the same time looking forward to the P359C P339C bold future Magherafelt has to offer. P324C P7466C The type style is also both welcoming P2985C Black at and striking – the combination of 85% tint curves and width convey a sense of tradition with a fresh feel. Process Colours C30 M0 Y64 K0 C63 M0 Y84 K0 C40 M0 Y50 K0 C84 M0 Y59
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