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BOROUGH of CULTURE Brand Guidelines Contents BOROUGH OF CULTURE Brand Guidelines Contents 03 Introduction Boroughs of Culture ‘The Logos’ 45 Co-branding – CA / Metro Mayor, local, partner and 05 Cultural Strategy 15 Wirral sponsor branding, hierarchies, official supplier etc 07 Logo 17 Single colour and reverse 46 Official Partners 08 Logomark 18 Sizes and exclusion 47 Official Sponsors 09 Logotype 20 Sefton 48 Official Supporters 10 Colour Values 22 Single colour and reverse 49 Logo use for local community groups 11 Colour Gradient 23 Sizes and exclusion 50 Local Community Groups Logo and Strapline 12 Typefaces 25 Halton 51 Logo and Strapline Positioning 13 Type sizes 27 Single colour and reverse 52 Event-branding 14 Individual Borough Logos 28 Sizes and exclusion 53 Lamppost Banners 30 Knowsley 54 Pull-Ups 32 Single colour and reverse 55 Exhibition Wayfinders 33 Sizes and exclusion 56 Event Uniform 35 Liverpool 57 Photography 37 Single colour and reverse 59 Video Grids and End Frame 38 Sizes and exclusion 60 End Frames 40 St Helens 61 Bottom Third 42 Single colour and reverse 62 Social Media 43 Sizes and exclusion 63 Facebook 64 Instagram 65 Twitter 66 Press Releases 68 Mandatory Inclusions 69 Further information BOROUGH OF CULTURE - Brand Guidelines 01 BOROUGH OF CULTURE - Brand Guidelines 02 Introduction The award of Liverpool City Region Borough of Culture (BoC) was inspired by the UK City of Culture programme, which followed on from Liverpool’s European Capital of Culture in 2008. This document contains the technical guidelines for usage of The Borough of Culture The Borough of Culture will rotate around brand suite. The correct usage of logos is an important part of maintaining the integrity the city region on an annual basis with in the brands represented in this document. Wirral in 2019, Sefton in 2020, Halton in 2021 and Knowsley in 2022. We anticipate This new initiative was introduced by Metro Mayor Steve Rotheram and the Liverpool continuation of the award in subsequent City Region Combined Authority in 2018 to encourage and enable each Borough years and have included logos for to deliver cultural programmes which create a lasting legacy across the whole region. Liverpool and St Helens to show the logo application. The guidelines cover the years 2019 – 2022 and will be updated in line with the ambition to continue the Borough of Culture in future years. St Helens became the first “Borough of Culture” in 2018 and it remains our ambition for the programme to continue beyond our initial funding programme. BOROUGH OF CULTURE - Brand Guidelines 03 Introduction Each Borough of Culture will The programme aims to encourage each borough to highlight the unique character and have its own distinct visual distinctiveness of its people and places, to collaboratively develop its local talent and identity, although each will potential, and incrementally build sustainable capacity across the city-region. remain true to an overall colour Through collaborative incremental participation, the overall aim of the Borough of Culture pallet and font suite. programme is to stimulate talent, aspiration and promote creativity and economic growth through cultural engagement and activity across the city-region. BOROUGH OF CULTURE - Brand Guidelines 04 Cultural Strategy The Borough of Culture initiative is one of the key deliverables outlined within 1 The strategy is long-term 30 year strategy the LCR Culture and Creativity Strategy1 and is underpinned by five key principles: with an action plan for the first 3 years. Within this are three key deliverables that focus on the whole of the city region • Children and Young People; working together in a new way: accessing, enjoying, learning and thriving through culture and creative engagement with skills and talent pathways. - Borough of Culture – Design and develop a ‘Boroughs of Culture’ initiative. • Positive outcomes; wellbeing, health, education, cohesion and future world of work. - LCR Cultural Awards – Develop and deliver LCR Cultural Awards • Communities; – championing and celebrating increased participation, particularly the ageing society. communities. • Distinctiveness of place; - LCR Region wide events – Developing promoting the creative and culture offer to local people and visitors. region wide events using investment • Infrastructure; from the LCR to attract other external leaving a legacy through better infrastructure for culture and creativity. resources. BOROUGH OF CULTURE - Brand Guidelines 05 BOROUGH OF CULTURE - Brand Guidelines 06 Logo The correct usage of logos is an important part of maintaining the integrity in the brands represented in this document. Each Borough of Culture will have its own distinct visual identity, although each Individual Borough logos will be released will remain true to an overall colour pallet and font suite. The correct usage of to each Borough in the summer prior to logos is an important part of maintaining the integrity in the brands represented their Borough of Culture year commences, in this document. to allow for planning and creative work. However, they may not be used in the The original artwork supplied will be suitable for most applications; public domain until the formal handover event in the autumn/winter when the • CMYK is the preferred colour format for professional printing. award passes to their Borough. Limited • RGB is the preferred colour format for digital based use and internally use in private communications may be printed documents. authorised eg engaging with potential sponsors. This can be discussed on a • JPEG or PNG for use with Microsoft applications on PC. case by case basis. • PNG for use online and digital applications, and can include transparency. • EPS for use in professional design and publishing. BOROUGH OF CULTURE - Brand Guidelines 07 Logomark Single & full colour The Borough of Culture (BoC) logomark There are three variations of the BoC logomark : Gradient Colour(the primary logo); black, and white reversed all shown here. In most cases the logos will be reproduced in gradient colour. On occasion, for example where the logos need to legible across a broad range of coloured background such as on printed collateral, the logos can appear in white. BOROUGH OF CULTURE - Brand Guidelines 08 Logotype There are two logos for each Borough of Culture a primary version and a BOROUGH OF secondary version. Primary: Geographic map, this should CULTURE 2019 be used in portrait executions and on all printed collateral Secondary: Logomark with text, this should be used in landscape executions. There are two versions and four variations of the BoC logotype : Gradient Colour (the primary logo); black, Gradient mono and WIRRAL white reversed all shown here. BOROUGH OF In most cases the logos will be reproduced BOROUGH OF in gradient colour. On occasion, for CULTURE 2019 CULTURE 2019 example where the logos need to legible across a broad range of coloured background such as on printed collateral, the logos can appear in white. BOROUGH OF CULTURE - Brand Guidelines 09 Colour Values Primary Palette The primary colour palette and colour gradient must be used for all corporate/generic Borough of Culture creative applications. Where the logos are being applied to specific event and other materials, the logo must be applied in its full C: 0, M: 0, Y: 0, K: 100 C: 13, M: 91, Y: 90, K: 8 colour format where possible and R: 0, G: 0, B: 0 R: 204, G: 51, B: 51 appropriate or in Black and White Hex: 000000 Hex: cc3333 / Reversed out where this is not possible. The preference is always Note: When using black to use the full colour version you can also use tints of wherever possible. black in 20% increments C: 13, M: 91, Y: 80, K: 4 C: 13, M: 91, Y: 80, K: 4 C: 13, M: 90, Y: 100, K: 4 C: 16, M: 68, Y: 85, K: 5 C: 0, M: 49, Y: 83, K: 0 C: 0, M: 21, Y: 84, K: 0 R: 204 G: 51, B: 51 R: 204 G: 50, B: 50 R: 204 G: 51, B: 0 R: 204 G: 101, B: 50 R: 244, G: 150, B: 56 R: 254, G: 204, B: 51 HEX: cc3333 HEX: cc3232 HEX: cc3300 HEX: cc6532 HEX: f49638 HEX: fecc36 BOROUGH OF CULTURE - Brand Guidelines 10 C: 0, M: 21, Y: 84, K: 0 R: 254, G: 204, B: 51 HEX: fecc36 C: 0, M: 49, Y: 83, K: 0 R: 244, G: 150, B: 56 Colour Gradient HEX: f49638 C: 16, M: 68, Y: 85, K: 5 R: 204 G: 101, B: 50 HEX: cc6532 C: 13, M: 90, Y: 100, K: 4 R: 204 G: 51, B: 0 HEX: cc3300 C: 13, M: 91, Y: 80, K: 4 R: 204 G: 50, B: 50 HEX: cc3232 C: 13, M: 91, Y: 80, K: 4 R: 204 G: 51, B: 51 HEX: cc3333 BOROUGH OF CULTURE - Brand Guidelines 11 Typefaces The following typefaces must ABCDEFGHIJKLMNOPQRSTUVWXYZ be used for all corporate/generic Caviar Dreams Bold Borough of Culture creative abcdefghijklmnopqrstuvwxyz applications. Where specific event and other materials are being produced, the corporate typeface ABCDEFGHIJKLMNOPQRSTUVWXYZ is not required, which allows for Caviar Dreams Regular events to have the unique identities abcdefghijklmnopqrstuvwxyz they need. Logo Font As used in our logo, Caviar Dreams can be used for large headline titles or display and exhibitions. ABCDEFGHIJKLMNOPQRSTUVWXYZ Museo Sans Rounded 700 abcdefghijklmnopqrstuvwxyz Body Copy for printed publications Museo Sans Rounded 700 is used as title body font. ABCDEFGHIJKLMNOPQRSTUVWXYZ Museo Sans Rounded 300 Museo Sans Rounded 300 is used for main abcdefghijklmnopqrstuvwxyz body copy. BOROUGH OF CULTURE - Brand Guidelines 12 Type sizes Headline Font Minimum headline to maximum headline font based Caviar Dreams Bold on A4 publication between 30pt - 50pt MAX Headline Headline Body Copy for printed publications ABCDEFGHIJKLMNOPQRSTUVWXYZ Museo Sans Rounded 900 Museo Sans Rounded 900 is used as title body font at 20-30pt MAX based on A4 abcdefghijklmnopqrstuvwxyz publications.
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