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 K0
C35 M0 Y14 K0 C86 M0 Y32 K0
C60 M0 Y3 K0 Black at 85% tint
Screen Colours
R197 G232 B108 R108 G194 B74
R161 G216 B132 R0 G179 B136
R156 G219 B217 R0 G176 B185
R91 G194 B231 Black at 85% tint
Mid Ulster District Council Page 16 The Brand Identity Colour Guide
Our Identity Brand Colour guide
The new logo and identity for Pantone Swatches Magherafelt has been created to P277C P5285C reflect our strong location whilst at the same time looking forward to the P665C P7655C bold future Magherafelt has to offer. P514C P241C
The type style is also both welcoming P225C Black at and striking – the combination of 85% tint curves and width convey a sense of tradition with a fresh feel. Process Colours C35 M9 Y64 K0 C44 M40 Y5 K15
C17 M20 Y50 K1 C33 M72 Y0 K0
C16 M55 Y0 K0 C30 M100 Y2 K2
C4 M88 Y0 K0 Black at 85% tint
Screen Colours
R171 G202 B233 R141 G137 B165
R198 G188 B208 R161 G90 B149
R212 G139 B200 R175 G22 B133
R223 G25 B149 Black at 85% tint
Mid Ulster District Council Page 17 The Brand Identity Colour Guide
Our Identity Brand Colour guide
The new logo and identity for Pantone Swatches Magherafelt has been created to P137C P1525C reflect our strong location whilst at the same time looking forward to the P145C P174C bold future Magherafelt has to offer. P7566C P181C
The type style is also both welcoming P1807C Black at and striking – the combination of 85% tint curves and width convey a sense of tradition with a fresh feel. Process Colours C0 M41 Y100 K0 C2 M77 Y100 K9
C4 M53 Y100 K8 C8 M86 Y100 K36
C7 M67 Y98 K23 C21 M93 Y88 K50
C10 M93 Y71 K33 Black at 85% tint
Screen Colours
R255 G163 B0 R185 G71 B0
R207 G127 B0 R150 G56 B33
R180 G101 B42 R129 G49 B47
R164 G52 B58 Black at 85% tint
Mid Ulster District Council Page 18 The Brand Identity Colour Guide
Our Identity Brand Colour guide
The new logo and identity for Pantone Swatches Magherafelt has been created to P1235C P139C reflect our strong location whilst at the same time looking forward to the P139C P5825C bold future Magherafelt has to offer. P5635C P7719C
The type style is also both welcoming P549C Black at and striking – the combination of 85% tint curves and width convey a sense of tradition with a fresh feel. Process Colours C0 M31 Y98 K0 C7 M49 Y100 K25
C8 M23 Y52 K15 C22 M15 Y86 K47
C34 M10 Y33 K20 C96 M0 Y49 K50
C56 M8 Y9 K21 Black at 85% tint
Screen Colours
R255 G184 B28 R175 G109 B4
R198 G170 B118 R137 G129 B61
R148 G165 B150 R0 G109 B104
R107 G164 B184 Black at 85% tint
Mid Ulster District Council Page 19 The Brand Identity Sizing and Exclusion Zone
Size Exclusion Zone
The minimum size of the logo for all applications is 40mm wide. The exclusion zone on the logo is measured from the value of M. Below this size the logo loses its clarity and impact. The exclusion zone protects the symbol from other elements coming too close. It has been created to maximise clarity, standout and reproduction strength.
The M measurement is always the height of the type of the logo and this is consistent to whatever size the identity is reproduced, whilst considering it is never smaller than the minimum size previously.
25mm
It can be used smaller size dependent on the print space limitations of the material it is being applied to (adverts, pens, key rings etc).
Large Format When using the logo for exhibition stands and larger marketing print etc consideration must be given to its correct size and where possible vector files should be used for print to keep quality of print and clarity of the logo.
Web Use When creating the identity online, please ensure the it is reproduced at no less than 130 pixels in width.
Mid Ulster District Council Page 20 The Brand Identity Placement and Visibility
When applying the main brand to any An outline of the main identity device can Placement for this device across various media communications, it may require placement be placed in a corner of each communication will be shown in the application section in the over photography or solid colours. to clearly define the Magherafelt brand. coming pages.
03000 132132 www.midulstercouncil.org
Mid Ulster District Council Page 21 The Brand Identity Brand Usage Guidance
The following is a list of things you should avoid when using the brand in all collateral.
1. Don’t change the brand orientation.
2. Don’t change the colour of the brand.
3. Don’t place the brand on a busy pattern Orientation Colour Background or photograph.
4. Don’t change the brand to an outline.
5. Don’t remove/change/resize elements.
6. Don’t distort/stretch the brand in any way.
7. Don’t bevel or emboss the brand. Outline Remove/Change Distort 8. Don’t add harsh drop shadows, if needed use very lightly.
9. Don’t crop into the brand.
Bevel/Emboss Drop Shadow Crop
Mid Ulster District Council Page 22 The Brand Identity Typography
Important
Partner agencies working on behalf of MDC must ensure they have taken the appropriate legal measures to purchase and use these fonts.
A free alternative is available called Exo 2. It is available to download from this link: https://www.fontsc.com/font/exo-2
Recommended point NeoSans size relationships: NeoSans can be used in either Regular, Medium or Bold styles (based on A4)
• Headline - 50pt/48pt • Subheads - 30pt/28pt ABCDEFGHIJKLMNOPQRSTUVWXYZ • Bodycopy - 10pt/12pt These rules are a guide only and abcdefghijklmnopqrstuvwxyz should allow for creative flexibility. The typeface should always be left aligned and set in conventional sentence case. (i.e. not all caps or all lower case).
Titles should be set in ‘Title Case’. 0123456789!?@£$%^&*()_+-=<>;: Don’t italicise, distort or change the fonts in any way.
Mid Ulster District Council Page 23 The Brand Identity Photography
Mid Ulster District Council Page 24 The Brand Identity Brand Usage Examples
Clothing
Mid Ulster District Council Page 25 The Brand Identity Brand Usage Examples
General Publications
Activities, Shopping, Accommodation, Special Events Shopping, all & Nightlife. wrapped up Magherafelt has it all.
03000 132132 03000 132132 www.midulstercouncil.org www.midulstercouncil.org
Mid Ulster District Council Page 26 The Brand Identity Brand Usage Examples
Roll-up Banners
03000 132132 www.midulstercouncil.org
Mid Ulster District Council Page 27 The Brand Identity Brand Usage Examples
Street Banners
Mid Ulster District Council Page 28 The Brand Identity Brand Usage Examples
Large Format Advetising
Mid Ulster District Council Page 29 The Brand Identity Brand Usage Examples
Large Format Advetising
Mid Ulster District Council Page 30 The Brand Identity Brand Usage Examples
Website
Mid Ulster District Council Page 31 The Brand Identity Brand Usage Examples
Applicon
Mid Ulster District Council Page 32 The Brand Identity Brand Usage Examples
Window Stickers
Mid Ulster District Council Page 33 Brand Implementation Plan
Mid Ulster District Council Page 34 Brand Implementation Plan
The Brand Implementation Action Plan is structured in three phases, over three years; Phase One Phase Two Phase Three
Naturally, the bulk of activity will be focused upon Phase One which will concentrate upon Ownership, Positioning the brand, Engagement, Ownership and Communications.
Subsequent phases, whilst cementing each of these activities, will focus more upon Activisation and ongoing Communication.
Mid Ulster District Council Page 35 Phase One
Ownership Branding Toolkit Launch Activity Brand Engagement It is crucial that a small working A set of written, verbal and visuals We suggest that the launch of the Workshop group called the Brand Delivery assets that can be employed to town brand is carried out in a ‘soft’ A presentation and engagement Forum is established to take full enable appreciation and uptake format, i.e. through the release of session aimed at educating and ownership of the town brand’s of the town branding by key appropriate messaging via social inspiring key stakeholders about management and development. stakeholders. media channels. the new branding, how to use This forum could be purely within the toolkit and its ability to help Mid Ulster District Council or, The toolkit will be provided in PDF Exact channels and content to deliver positive economic and perhaps preferably, be made format along with key artwork be confirmed but likely to employ social outcomes. up of council staff along with elements supplied in jpeg and EPS existing MUDC Facebook, Instagram a small number of individuals formats as appropriate. and Twitter accounts (rather than representing trade, tourism establish dedicated brand accounts and community interests. although this could happen later) to share relevant statements, images and video content then engage with feedback in a positive manner, always protecting the ethos and tone as established for the town branding..
Mid Ulster District Council Page 36 Phase One
Brand Champions Brand Ambassadors Education Establish the brand Building on the impetus generated Identification of inspiring The Brand Delivery Group should within the Community by the workshop, the Brand individuals who represent direct the Brand Champions and Planning process for Delivery Forum should identify the the town brand ethos and Brand Ambassadors in an ongoing widest possible group of individuals recruitment of them to act as process of education that goes Mid Ulster and groups representing a broad Brand Ambassadors on certain into schools, colleges, community This process of education should cross-section of community, occasions and/or on certain groups, sports clubs, cultural bodies also be carried out within MUDC. commercial, educational, cultural communications channels and all other relevant groupings It should be remembered that all and political interests then to explain the values and ethos aspects of council activity should develop a process of educating driving the town brand, bring be aligned with the town brand so these stakeholders concerning everyone up-to-speed with the those council functions that may the strengths of the town brand latest activities/plans and show not have been exposed tho the and how it should be utilised people what the brand looks and branding process to date should be to strengthen community ties, sounds like and how they can use engaged and integrated into the enhance civic pride, boost business it to best effect brand activity, especially Community opportunities and attract visitors, Planning. businesses, investment, residents and cultural & sporting events.
Mid Ulster District Council Page 37 Phase One
Establish the brand Brand Identity Coffee stencils - branding sprinkled Social Media onto cappuccinos using stencils with key partners Live Activation and chocolate powder - happens Development of soft launch activity in all participating coffee shops, Presentations should be made To help the brand identity become into an ongoing dialogue with all restaurants and bars in the town. to Invest NI, Tourism NI, Tourism lodged in the minds of all potential audiences across Instagram, Twitter, Ireland and any other relevant consumers and stakeholders we Facebook and possibly Snapchat. Face Paint stencils - branding regional bodies. should consider as many kinds of Other platforms may become painted onto children’s faces live brand activation as possible, i.e. relevant as time passes. using stencils and face paint instances and events where people during family fun events. are exposed to and/or experience Initial Media Campaign the branding in unusual, unexpected Light projection - large format Design, print and media-buying of and interactive ways. For example: light projection onto iconic building outdoor, bus and radio advertising within the town. to support initial profile-raising for Rain Graffiti - branding sprayed onto the brand. pavements and walls using a stencil and bio-degradable water-activated solution - only appears when it rains.
Mid Ulster District Council Page 38 Phase One
Online Advertising Social Media Pop-up Unit x 1 & Hoardings Design and placement of online Development of soft launch activity Roll-up Units x 3 Work within MUDC and central advertising to support initial into an ongoing dialogue with all for use at Events government departments to profile-raising for the brand. audiences across Instagram, Twitter, identify derelict sites that could Facebook and possibly Snapchat. Design, print and production. be at least partly dressed with hoardings. Design, print and Street Banners Other platforms may become installation of exterior foamex relevant as time passes. panels at perhaps five high-profile Print and installation of approx locations in the town centre. 20 vertical street banners in high-profile locations in the town centre.
Mid Ulster District Council Page 39 Phase One
Brand Photography Branded Materials Promotional Z-card Website Feasibility Commission new photography to Design, print and production of Design, print and production of Exploration of potential benefit depict people, events, environment, window vinyls x 300 and shopping 3000 fold-out mini-brochures of a full-responsive brand website buildings, art, culture, history, bags x 2000. highlighting key brand assets, to integrate with the exisiting activities, sports and general aimed primarily at visitors but council website and act as a focal personality of the town & hinterland. also residents. point for social, economic and cultural development within the town and its hinterland.
Mid Ulster District Council Page 40 Phase Two
Education Social Media On-line advertising Public Art The Brand Delivery Forum should Development of soft launch activity Design and placement of online Identification of potential site(s) for direct the Brand Champions and into an ongoing dialogue with all advertising to support profile- installation of public art reflecting Brand Ambassadors in an ongoing audiences across Instagram, Twitter, raising for the brand. the town brand then design, build process of education that goes Facebook and possibly Snapchat. and installation. into schools, colleges, community Other platforms may become groups, sports clubs, cultural bodies relevant as time passes. Brand Photography and all other relevant groupings to Signage & Interpretive explain the values and ethos driving Commission new photography to the town brand, bring everyone up- Secondary Media depict people, events, environment, Strategy to-speed with the latest activities/ buildings, art, culture, history, Design, build and implementation plans and show people what the Campaign activities, sports and general of branded directional signage brand looks and sounds like and personality of the town & Design, print and media-buying of and interpretive panels reflecting how they can use it to best effect. hinterland. outdoor, bus and radio advertising to the town brand and highlighting support profile-raising for the brand. historical and cultural assets while working with DFI Roads to confirm location of signage.
Mid Ulster District Council Page 41 Phase Three
Education Social Media Brand Photography Signage & The Brand Delivery Group should Development of soft launch activity Commission new photography to Interpretive Signage direct the Brand Champions and into an ongoing dialogue with all depict people, events, environment, Implementation Brand Ambassadors in an ongoing audiences across Instagram, Twitter, buildings, art, culture, history, process of education that goes Facebook and possibly Snapchat. activities, sports and general Design, build and implementation into schools, colleges, community Other platforms may become personality of the town & hinterland. of branded directional signage groups, sports clubs, cultural bodies relevant as time passes. and interpretive panels reflecting and all other relevant groupings to the town brand and highlighting explain the values and ethos driving Tertiary Media historical and cultural assets while the town brand, bring everyone up- On-line advertising working with DFI Roads to confirm to-speed with the latest activities/ Campaign location of signage. plans and show people what the Design and placement of online Design, print and media-buying of brand looks and sounds like and advertising to support profile- outdoor, bus and radio advertising to how they can use it to best effect. raising for the brand. support profile-raising for the brand.
Mid Ulster District Council Page 42 Contact
@m
www.neverbetteronline.com
Mid Ulster District Council Page 43 Mid Ulster District Council Page 44