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.

Museo Sans Rounded 700 is used as title ABCDEFGHIJKLMNOPQRSTUVWXYZ Museo Sans Rounded 700 body font at 15pt based on A4 publications. abcdefghijklmnopqrstuvwxyz

Museo Sans Rounded 300 is used for main body copy. We recommend no less than 10pt for printed ABCDEFGHIJKLMNOPQRSTUVWXYZ Museo Sans Rounded 300 products unless restrictions apply. abcdefghijklmnopqrstuvwxyz

BOROUGH OF CULTURE - Brand Guidelines 13 Individual Borough Logos

CULTURE BOROUGH OF BOROUGH OF CULTURE BOROUGH OF CULTURE 2022 BOROUGH OF CULTURE 2022 BOROUGH OF BOROUGH OF BOROUGH OF BOROUGH OF BOROUGH OF CULTURE 2019 BOROUGHCULTURE 2019 OF CULTURE CULTURE CULTURE 2020 CULTURE 20CUL20TURE 2021 CULTURE 2021

Wirral Sefton Halton Knowsley Liverpool St Helens

BOROUGH OF CULTURE - Brand Guidelines 14 BOROUGH OF CULTURE - Brand Guidelines 15 Wirral

Each Borough of Culture has two individual logotypes, the “Enclosed map” and “Breaking out text”. The logo should always appear with the Metro Mayor and Combined authority logo. Usage of these BOROUGH OF logos can be found on page xx CULTURE 2019 The “enclosed map” logo usage The enclosed map should appear in the gradual tint form as a first preference adhering to the minimum size guidelines on page (XX), where the requirement falls below the minimum size the “Breaking out text” version should be used. Where the logo appears as part of a campaign a reversed or mono version can WIRRAL be used.

This logo should be used on: BOROUGH OF Promotional literature Social Channels Video CULTURE 2019

See pages xx for example execution

“Breaking out text” logo usage to be used by external partners External signage and wayfinders Branded clothing

See pages xx for example execution BOROUGH OF CULTURE - Brand Guidelines 16 Single colour Reversed

BOROUGHBOROUGH OF OF BOROUGHBOROUGH OFBOROUGH OF OF BOROUGH OF CULTURECUL 2019TURE 2019 CULTURECUL 2TURE01CUL9 2TURE019 2019 CULTURE 2019

BOROUGH OF CULTURE - Brand Guidelines 17 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. WIRRAL It should always be reproduced from the original artwork supplied, and BOROUGH OF not be altered in any way. CULTURE 2019

Minimum logo size The Logo should not be reproduced WIRRAL smaller than 15mm height when in BOROUGH OF landscape format. CULTURE 2019

15mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 18 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. It should always be reproduced from the original artwork supplied, and not be altered in any way. BOROUGH OF CULTURE 2019

Minimum logo size The Logo should not be reproduced smaller than 25mm height when in portrait format. BOROUGH OF CULTURE 2019 25mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 19 BOROUGH OF CULTURE - Brand Guidelines 20 Sefton

The “enclosed map” logo usage BOROUGH OF The enclosed map should appear in the gradual tint CULTURE 2020 form as a first preference adhering to the minimum size guidelines on page (XX), where the requirement falls below the minimum size the “Breaking out text” version should be used. Where the logo appears as part of a campaign a reversed or mono version can be used. SEFTON

This logo should be used on: Promotional literature BOROUGH OF Social Channels Video CULTURE 2020 See pages xx for example execution

“Breaking out text” logo usage to be used by external partners External signage and wayfinders Branded clothing

See pages xx for example execution BOROUGH OF CULTURE - Brand Guidelines 21 Single colour Reversed

BOROUGHBOROUGH OF OF BOROUGH OFBOROUGHBOROUGH OF OF BOROUGH OF CULTURECUL 20TURE20 2020 CULTURE 2020CULTURECUL 20TURE20 2020 CULTURE 2020

SEFTON SEFTON SEFTSEFTONONSEFTON SEFTONSEFTON SEFTONSEFTON BOROUGHBOROUGHBOROUGH OF OF OF BOROUGHBOROUGHBOROUGH OF OF OF BOROUGHBOROUGHBOROUGH OF OF OF CUL CULTURE TURE CUL 20 TURE202020 2020 CUL CULTURE TURECUL 20TURE 202020 2020 CUL CULTURE TURECUL 20TURE 202020 2020

BOROUGH OF CULTURE - Brand Guidelines 22 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. It should always be reproduced from SEFTON the original artwork supplied, and not be altered in any way. BOROUGH OF CULTURE 2020

Minimum logo size

The Logo should not be reproduced SEFTON smaller than 17mm height when in BOROUGH OF landscape format. CULTURE 2020

17mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 23 Logo sizes

Minimum logo size The Logo should not be reproduced smaller than 25mm height when in portrait format.

BOROUGH OF CULTURE 2020 25mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 24 BOROUGH OF CULTURE - Brand Guidelines 25 Halton

Each Borough of Culture has two individual logotypes, the “Enclosed map” and “Breaking out text”. The logo should always appear with the Metro Mayor and Combined authority logo. Usage of these BOROUGH OF logos can be found on page xx CULTURE 2021 The “enclosed map” logo usage The enclosed map should appear in the gradual tint form as a first preference adhering to the minimum size guidelines on page (XX), where the requirement falls below the minimum size the “Breaking out text” version should be used. Where the logo appears as part of a campaign a reversed or mono version can HALTON be used.

This logo should be used on: BOROUGH OF Promotional literature Social Channels CULTURE 2021 Video

See pages xx for example execution

“Breaking out text” logo usage to be used by external partners External signage and wayfinders Branded clothing

See pages xx for example execution BOROUGH OF CULTURE - Brand Guidelines 26 Single colour Reversed

BOROUGHBOROUGH OF OF BOROUGHBOROUGH BOROUGHOF OF OF BOROUGH OF CULTURECUL TURE2021 2021 CULTURECULT 20URECU21LT 20URE21 2021 CULTURE 2021

HALTON HALTONHALTON HALTONHALTON HALTON BOROUGHBOROUGH OF OF BOROUGHBOROUGH OF OF BOROUGHBOROUGH OF OF CULTURE CUL 2TURE021 2021 CULTURE CUL TURE2021 2021 CUL TURE CUL TURE2021 2021

BOROUGH OF CULTURE - Brand Guidelines 27 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. HALTON It should always be reproduced from the original artwork supplied, and BOROUGH OF not be altered in any way. CULTURE 2021

Minimum logo size

The Logo should not be reproduced HALTON smaller than 15mm height when in BOROUGH OF CULTURE 2021 landscape format.

15mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 28 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. It should always be reproduced from the original artwork supplied, and BOROUGH OF not be altered in any way. CULTURE 2021

Minimum logo size The Logo should not be reproduced smaller than 25mm height when in portrait format.

BOROUGH OF CULTURE 2021 25mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 29 BOROUGH OF CULTURE - Brand Guidelines 30 Knowsley

Each Borough of Culture has two individual logotypes, the “Enclosed map” and “Breaking out text”. The logo should always appear with the Metro BOROUGH OF Mayor and Combined authority logo. Usage of these CULTURE 2022 logos can be found on page xx

The “enclosed map” logo usage The enclosed map should appear in the gradual tint form as a first preference adhering to the minimum size guidelines on page (XX), where the requirement falls below the minimum size the “Breaking out text” KNOWSLEY version should be used. Where the logo appears as part of a campaign a reversed or mono version can be used. BOROUGH OF

This logo should be used on: Promotional literature CULTURE 2022 Social Channels Video

See pages xx for example execution

“Breaking out text” logo usage to be used by external partners External signage and wayfinders Branded clothing

See pages xx for example execution BOROUGH OF CULTURE - Brand Guidelines 31 Single colour Reversed

BOROUGHBOROUGH OF OF BOROUGH OF BOROUGHBOROUGH OF OF BOROUGH OF CULTURECUL 2022TURE 2022 CULTURE 2022 CULTURECUL 2022TURE 2022 CULTURE 2022

KNOWSLEYKNOWSLEY KNOWSLEY KNOWSLEYKNOWSLEY KNOWSLEY BOROUGHBOROUGH OF OF BOROUGHBOROUGH OF OF BOROUGHBOROUGH OF OF CULTURE 2022 CUL CULTURETURE 202 22022 CUL CULTURETURE 2 022022 CULTURE 2022

BOROUGH OF CULTURE - Brand Guidelines 32 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. KNOWSLEY It should always be reproduced from BOROUGH OF the original artwork supplied, and not be altered in any way. CULTURE 2022

Minimum logo size KNOWSLEY The Logo should not be reproduced BOROUGH OF smaller than 17mm height when in CULTURE 2022 landscape format.

17mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 33 Logo sizes

Minimum logo size The Logo should not be reproduced smaller than 25mm height when in portrait format.

BOROUGH OF CULTURE 2022 25mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 34 BOROUGH OF CULTURE - Brand Guidelines 35 Liverpool

The “enclosed map” logo usage The enclosed map should appear in the gradual tint form as a first preference adhering to the minimum size guidelines on page (XX), where the requirement falls below the minimum size the “Breaking out text” version should be used. Where the logo appears as part of a campaign a reversed or mono version can LIVERPOOL be used. This logo should be used on: BOROUGH OF Promotional literature Social Channels Video CULTURE See pages xx for example execution

“Breaking out text” logo usage to be used by external partners External signage and wayfinders Branded clothing

See pages xx for example execution BOROUGH OF CULTURE - Brand Guidelines 36 Single colour Reversed

BOROUGH OF BOROUGH OF BOROUGH OF BOROUGH OFBOROUGH OF BOROUGH OF CULTURE CULTURE CULTURE CULTURE CULTURE CULTURE

LIVERPOOLLIVERPOOLLIVERPOOL LIVERPOOLLIVERPOOLLIVERPOOL LIVERPOOLLIVERPOOLLIVERPOOL BOROUGHBOROUGHBOROUGH OF OF OF BOROUGHBOROUGHBOROUGH OF OF OF BOROUGHBOROUGHBOROUGH OF OF OF CU CULTLTURE CUURELTURE CU CULTLT URE CUURELTURE CU CULT LTURE CUURELTURE

BOROUGH OF CULTURE - Brand Guidelines 37 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as LIVERPOOL shown to the right. It should always be reproduced from BOROUGH OF the original artwork supplied, and not be altered in any way. CULTURE

Minimum logo size The Logo should not be reproduced LIVERPOOL BOROUGH OF smaller than 17mm height when in CULTURE landscape format.

17mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 38 Logo sizes

Exclusion zone The logo should always appear with a minimum clear space around it, as shown to the right. BOROUGH OF It should always be reproduced from CULTURE the original artwork supplied, and not be altered in any way.

Minimum logo size The Logo should not be reproduced smaller than 25mm height when in portrait format. BOROUGH OF CULTURE 25mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 39 BOROUGH OF CULTURE - Brand Guidelines 40 St Helens

Each Borough of Culture has two individual BOROUGH OF logotypes, the “Enclosed map” and “Breaking out CULTURE text”. The logo should always appear with the Metro Mayor and Combined authority logo. Usage of these logos can be found on page xx

The “enclosed map” logo usage The enclosed map should appear in the gradual tint form as a first preference adhering to the minimum size guidelines on page (XX), where the requirement falls below the minimum size the “Breaking out text” version should be used. Where the logo appears as part of a campaign a reversed or mono version can be used. ST HELENS This logo should be used on: BOROUGH OF Promotional literature Social Channels Video CULTURE

See pages xx for example execution

“Breaking out text” logo usage to be used by external partners External signage and wayfinders Branded clothing

See pages xx for example execution BOROUGH OF CULTURE - Brand Guidelines 41 Single colour Reversed

CULTURE CULTURCUE LTURE CULTURE CULTURE CULTURE

STST HELENS HELENSST HELENS STST HELENS HELENSST HELENS STST HELENS HELENSST HELENS BOROUGHBOROUGHBOROUGH OF OF OF BOROUGHBOROUGHBOROUGH OF OF OF BOROUGHBOROUGHBOROUGH OF OF OF CUL CULTURE TURE CULTURE CUL CULTURE TURE CULTURE CU CULTLT UR CUURE ELTURE

BOROUGH OF CULTURE - Brand Guidelines 42 Logo sizes

Exclusion zone The logo should always appear with ST HELENS a minimum clear space around it, as shown to the right. BOROUGH OF It should always be reproduced from the original artwork supplied, and CULTURE not be altered in any way.

Minimum logo size ST HELENS The Logo should not be reproduced BOROUGH OF smaller than 17mm height when in CULTURE landscape format.

17mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 43 Logo sizes

Exclusion zone The logo should always appear with BOROUGH OF a minimum clear space around it, as CULTURE shown to the right. It should always be reproduced from the original artwork supplied, and not be altered in any way.

Minimum logo size The Logo should not be reproduced smaller than 25mm height when in BOROUGH OF portrait format. CULTURE

25mm minimum height

BOROUGH OF CULTURE - Brand Guidelines 44 Co-branding

BOROUGH OF CULTURE - Brand Guidelines 45 Official Partners

Example

X X

Official partner logos should appear on all Borough of Culture collateral adhering to the spacing guidelines above.

BOROUGH OF CULTURE - Brand Guidelines 46 Official Sponsors

X X

X Official Sponsors Official X

Partner logos must always appear at the top of the logo stack followed by official sponsors.

BOROUGH OF CULTURE - Brand Guidelines 47 Official Supporters

X X

X Official Partners Official X

Official X Sponsors

Official Supporters Supporters Official X

Official supporters and community groups must always appear as the third level of the stack. In the absence of official sponsors the guide space should still appear.

BOROUGH OF CULTURE - Brand Guidelines 48 Logo use for local community groups

BOROUGH OF CULTURE - Brand Guidelines 49 Local Community Groups Logo and Strapline

We understand that community groups have an important role to play in the BOROUGH OF delivery of individual Borough of Culture CULTURE 2019 programmes. To faciltate this a “Borough of Culture logo badge and strapline” Proud to be part of have been created. Wirral Borough of Culture This simplified treatment can be reproduced in full colour (preferred) or mono.

Acknowledgement of the Combined Authority and Metro Mayor involvment should, where pratcial, be included within body copy.

This logo should be used on: Proud to be part of BOROUGH OF Promotional literature in print and digital CULTURE 2019 formats Wirral Borough of Culture

See pages xx for example execution

BOROUGH OF CULTURE - Brand Guidelines 50 Logo and Strapline Positioning

BOROUGH OF Proud to be part of CULTURE 2019 Wirral Borough of Culture

Digital example

BOROUGH OF CULTURE 2019

Proud to be part of BOROUGH OF BOROUGH OF Proud to be part of CULTURE 2019 Wirral Borough of Culture Proud to be part of CULTURE 2019 Wirral Borough of Culture Wirral Borough of Culture

A Format print example Digital example Digital example

BOROUGH OF CULTURE - Brand Guidelines 51 Event-branding

BOROUGH OF CULTURE - Brand Guidelines 52 Lamppost Banners

Animated Animated Animated Square Square Square

SATURDAY SATURDAY SATURDAY 23 MARCH 2019 23 MARCH 2019 23 MARCH 2019

BOROUGH OF CULTURE - Brand Guidelines 53 Pull-Ups

Animated Animated Square Square

SATURDAY SATURDAY 23 MARCH 2019 23 MARCH 2019

BOROUGH OF CULTURE - Brand Guidelines 54 Exhibition Wayfinders

BOROUGH OF CULTURE - Brand Guidelines 55 Event Uniform

BOROUGH OF CULTURE - Brand Guidelines 56 Photography

Photography is a powerful way The images you choose should be compelling and reflective of the energy and sense to communicate our unique of place that drives the cultural programme. brand identity. Photographs of events, exhibitions, participants and public should be representative of the Borough of Culture and should feel natural and unstaged.

Less Is More with micro events and activities programmes

Simple, direct, and honest images are the best way to express micro events and activities to our outside audiences. Photography should be free of background or foreground noise and clutter.

One way to achieve a strong look is to use single-focus compositions that hold the foreground or subject in sharp focus, while allowing the background to go soft or out of focus.

Capture the Moment

Capture colour, motion and movement in large scale events and cultural programmes

BOROUGH OF CULTURE - Brand Guidelines 57 BOROUGH OF CULTURE - Brand Guidelines 58 Video Grids and End Frame

BOROUGH OF CULTURE - Brand Guidelines 59 End Frames This Example stand-alone end frame

WIRRAL BOROUGH OF CULTURE 2019 Title safe 4:3 safe Title Title safe 16:9 safe Title 16:9 Screen edge 16:9 Screen

This is a 16:9 format showing title safe areas. 3 logo width = total 16:9 screen width All Borough of Culture graphics and typographic elements WIRRAL WIRRAL WIRRAL should stay within the relevant safe area as BOROUGH OF BOROUGH OF BOROUGH OF shown by the orange keylines. CULTURE 2019 CULTURE 2019 CULTURE 2019

BOROUGH OF CULTURE - Brand Guidelines 60 Bottom Third Title safe 4:3 safe Title Title safe 16:9 safe Title Steve Rotherham

16:9 Screen edge 16:9 Screen Metro Mayor Liverpool

BOROUGH OF CULTURE - Brand Guidelines 61 Social Media Facebook, Instagram, Twitter

BOROUGH OF CULTURE - Brand Guidelines 62 Facebook

BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019 Borough of Culture

BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019

Borough of Culture

BOROUGH OF CULTURE - Brand Guidelines 63 Instagram

BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019 BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019 Borough of Culture Metro Mayor and Liverpool City Region

Metro Mayor and Liverpool City Region Social channels should link in biography.

BOROUGH OF CULTURE - Brand Guidelines 64 Twitter

BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019 BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019 Borough of Culture Metro Mayor and Liverpool City Region

Tweets Tweets & replies Media Likes

BOROUGH OF BOROUGH OF CULTURE 2019 CULTURE 2019

Metro Mayor and Liverpool City Region Social channels should link in biography.

BOROUGH OF CULTURE - Brand Guidelines 65 Press Releases

BOROUGH OF CULTURE - Brand Guidelines 66 Application – press releases and other communications activities Mandatory inclusions A minimum of two weeks’ notice of any planned media or other official communications activities related to any project funded by the Borough of Culture Fund (BoC) must be Body copy given to the Liverpool City Region Combined Authority via the Communications Team. For projects funded by the BoC the following Permission needs to be granted by the Combined Authority Communications Team before text must be included in body of the press any press releases or other content - e.g. news stories / features / web content - are issued release / content as follows: or published, with final versions to include any quotes or other content required included in the press release and sign-off obtained from the Combined Authority Communications This project is part funded by the Liverpool Team. City Region Combined Authority Borough of Culture Fund. It is part of a new initiative introduced by Metro Mayor Steve Rotheram to support economic growth and a lasting cultural legacy across the whole region.

BOROUGH OF CULTURE - Brand Guidelines 67 Mandatory inclusions

Notes to Editors Boiler Plate The following text must be This new initiative was introduced by Metro Mayor Steve Rotheram and the Liverpool included in Notes to Editors: City Region Combined Authority in 2018 to encourage and enable each Borough to deliver cultural programmes which create a lasting legacy across the whole region.

The title awards a £200,000 funding package to support cultural events through the year, delivered as part of the city region’s pioneering 1% for Culture programme The Borough of Culture initiative is one of the key deliverables outlined within the LCR Culture and Creativity Strategy and is underpinned by five key principles:

• Children and Young People – accessing, enjoying, learning and thriving through culture and creative engagement with skills and talent pathways.

• Positive outcomes – wellbeing, health, education, cohesion and future world of work.

• Communities – increased participation, particularly the ageing society

• Distinctiveness of place – promoting the creative and culture offer to local people and visitors

• Infrastructure – leaving a legacy through better infrastructure for culture and creativity

BOROUGH OF CULTURE - Brand Guidelines 68 Further information and sign off points For enquiries related to these guidelines and for press release enquiries and sign-off please contact:

Liverpool City Region Combined Authority Communications team on: [email protected]

0151 330 1467

BOROUGH OF CULTURE - Brand Guidelines 69 To download a copy of these guidelines or other digital brand assets, visit: www.??????