Titanic Belfast Brand Identity Guidelines Contents

Introduction Page 3 Vision and Values Page 7

Positioning Page 11

The Brandmark Page 12 Main Identity Page 13

Correct Usage Page 14

Misuse Page 15

Minimum Size / Exclusion Zone Page 16

Simplified Identity Page 17

Colour Page 18 Inspiration Page 19

Colour Options Page 20

Typography Page 25 Aller Font Family Page 26

Graphic Language Page 30 The Shards Page 31

Misuse Page 32

Photography Page 34 Entertain, Enrich, Inspire Page 35

Stationery Page 38 Stationery Artwork Page 39

Titanic Belfast Brand Identity Guidelines v1.0 Page 2 © Harcourt Developments Introduction

Belfast - The Birthplace of the Titanic

From the moment she was launched, Titanic From full-sized propellers to the smallest piece inspired wonder and excitement throughout the of crystalware and from the hope-filled vision world. And today, 100 years later, the same sense of the designers to the tragedy of the voyage, of awe is building again. visitors will experience every aspect of Titanic’s fascinating story. Titanic Belfast, a world-class visitor attraction and events venue, rising above Titanic’s slipway is a And just beyond the building itself visitors will truly spectacular addition to the Belfast skyline. be able to see Titanic’s dry dock and slipway, visit the Drawing Office where she was designed, And that’s just the beginning. Inside this iconic board the Titanic tender, SS Nomadic and walk building, visitors can re-live the entire Titanic in the footsteps of the thousands of shipyard story. From her birth in Belfast and that fateful workers who thronged Queen’s Island one maiden voyage to her discovery on the seabed, hundred years ago. Titanic Belfast will deliver the only completely authentic Titanic experience in the world. Titanic Belfast is a voyage. A voyage through time and experience, through triumph and tragedy. Visitors will take a fantastic ride through the real A voyage of an icon coming back to her home. sights, smells and sounds of the shipyard to a huge video installation of the dark, deep waters of the North Atlantic.

Titanic Belfast Brand Identity Guidelines v1.0 Page 3 © Harcourt Developments Titanic Belfast Brand Identity Guidelines v1.0 Page 4 © Harcourt Developments Titanic Belfast Brand Identity Guidelines v1.0 Page 5 © Harcourt Developments Titanic Belfast Brand Identity Guidelines v1.0 Page 6 © Harcourt Developments Vision & Values

Brand Vision

This is the motivational heart of the brand. It is relevant to everyone, at every level within our The spirit that built Titanic is reborn. organisation and at every touchpoint with our consumers. The dreams and ambition, ingenuity and skill,

Effective communication of our vision will put passion, energy and excellence that created Titanic Belfast on everyone’s wish list as an impelling reason to visit Belfast and Northern the world’s greatest liner are rekindled within Ireland. Titanic Belfast and promise to deliver an exceptional experience that entertains, enriches and inspires everyone who visits.

Titanic Belfast Brand Identity Guidelines v1.0 Page 7 © Harcourt Developments Vision & Values

Brand Pillars

Our vision rests upon three core values that we call our Brand Pillars.

Like our vision, these pillars do not have to be made externally explicit but rather they should inspire our people, influence our environments, guide our behaviours and direct our creative expression. Entertain Enrich Inspire

Titanic Belfast Brand Identity Guidelines v1.0 Page 8 © Harcourt Developments Vision & Values

Brand Pillars

ENTERTAIN ENRICH INSPIRE The term Visitor Attraction doesn’t quite do Belfast is the home of Titanic. It is the only place The Belfast that built the Titanic was a place justice to Titanic Belfast but this description of in the world where anyone can have the fully where innovation knew no bounds, where ourselves at least makes one thing very clear: we authentic and honest experience of how the ship imagination and ambition were actively are here to focus upon our visitors - we are here came into being. How she grew from an idea and encouraged, where existing boundaries and to entertain, to excite, to exhilarate and to delight. a place and a time into an awe-inspiring reality limitations were merely obstacles to be overcome We are unquestionably world-class. We will and further into an enigma that has held the and surpassed. It was this spirit of confidence that ensure that visitors want to return and can’t wait world enraptured for one hundred years. inspired the people of Belfast, at all levels within to tell their friends and family that they too must society, to conceive and build one of the most come and experience Titanic Belfast. The story of Titanic is a story of ideas, of a awe-inspiring objects ever made. particular place, of materials, of people and of the We want to engender a sense of adventure human spirit. Titanic Belfast will tell these stories. Today, this inspiring, forward-looking, ebullient and discovery within our visitors and reward We will enrich our visitors with facts, figures, attitude is evident again within every aspect of their inherent curiosity with an experience that sights, sounds, textures and emotions. Titanic Belfast - its sheer scale and scope, its can be rational, intellectual and perhaps even striking design and ground-breaking construction spiritual but always informative and always, We’ll tell of steel and iron, fine linens and crystal, techniques, the pioneering use of materials, always emotional - awesome, exciting, inspiring, of a city in its first prime, of a people with a the depth, diversity and quality of the internal glamourous, reflective, hopeful, romantic - and distinctive character, of inspirations and dreams, offerings, the building’s intimate interaction with quite simply, fun. of heartbreak and triumph, of reality and myth, its unique setting and its position at the heart of past and future. of Titanic Quarter, Europe’s largest waterfront regeneration project. Everything is on a scale and And we will always be respectful. To the done with an audacious confidence that befits the thousands of individual human stories and to heritage of Titanic and the people who built her. the legacy that Titanic has given to the world. We are part of an exciting new future for Belfast and Northern Ireland. We are part of something special that is linking our past with our future and outsiders with our place and our people.

Titanic Belfast Brand Identity Guidelines v1.0 Page 9 © Harcourt Developments Vision & Values

Brand Values

Our vision and pillars are, in turn, underpinned by • • a number of expressive and functional values that Innovative Dynamic should be made explicit through our behaviour, through our visual expression (Brand Identity) and • Forward Thinking • Fun through the verbal and written expression of our brand personality (our brand Tone of Voice). • Pioneering • Informative When our values are expressed in this way, the world will receive an appealingly cohesive and • Aspirational • Authentic consistent brand message. • Bold • Excellent • Exciting • Human • Respectful • Passionate

Titanic Belfast Brand Identity Guidelines v1.0 Page 10 © Harcourt Developments Positioning

Brand Positioning Positioning is our choice of how we wish to be Titanic Belfast is a truly world-class attraction. The excellence and perceived within the mind of the consumer. We aim to occupy a clear, distinctive and ambition of our unique offering makes us an unmissable part of desirable place relative to all other every visitor’s itinerary and an unparalleled resource for the people competing attractions. of Northern Ireland.

For everyone, young and old, visitor and local, Titanic Belfast is the only place in the world that can deliver such an entertaining, exhilarating, inspiring and completely authentic Titanic experience.

And in keeping with this premium positioning, The Titanic Suite at Titanic Belfast is unrivalled as the first-class conference, banqueting and event facility in Northern Ireland.

Titanic Belfast Brand Identity Guidelines v1.0 Page 11 © Harcourt Developments The Brandmark

The Titanic Belfast brand identity has been specifically designed to reflect our core values, to achieve high levels of differentiation, to be graphically appealing and of course, to be practical.

Titanic Belfast Brand Identity Guidelines v1.0 Page 12 © Harcourt Developments The Brandmark

Main Identity

The Titanic Belfast brand identity has been specifically designed to reflect our core values, to achieve high levels of differentiation, to be graphically appealing and of course, to be practical - the brandmark will reproduce excellently at practically every size and all identity elements have been carefully considered to work effectively across a wide range of media.

The overall shape of the icon is representative of the prow of the ship and is infilled with dynamic ‘shards’, themselves derived from the shimmering cladding which help to make this building such an iconic landmark. The negative space that forms a raked spike above the letter N is an oblique yet important reference to the inspirational and aspirational nature of the brand.

The logotype is inspired by the lettering employed on the side of Titanic herself, albeit with a modern interpretation befitting the contemporary nature of Titanic Belfast.

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Titanic Belfast Brand Identity Guidelines v1.0 Page 13 © Harcourt Developments Main identity

Correct Use

In most applications, the brandmark should be reproduced in full colour against a white background. The identity can also appear in single colour black if necessary and also reversed white out of a dark background or photograph.

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Titanic Belfast Brand Identity Guidelines v1.0 Page 14 © Harcourt Developments Main identity

Misuse

It is important that the appearance of the mark remains consistent at all times. The brand mark 1 2 should not be misinterpreted, modified or added to. It must never be redrawn, adjusted or modified in any way and it should only be reproduced from the master artwork.

Examples of misuse include: 1) Outlining the logo 2) Stretching the proportions 3) Converting the logo to a new colour 4) Overlaying main logo against dark backgrounds

Titanic Belfast Brand Identity Guidelines v1.0 Page 15 © Harcourt Developments Main identity

Minimum size Exclusion Zone

The preferred minimum reproduction size of Maintain sufficient space around the identity the main logo is 20mm wide. If it is required to mark. Avoid placing any other elements within appear at a smaller sizes dependent on print space the exclusion zone, as shown. The exclusion zone limitations of the material it is being applied to - is defined as the height of two stacked ‘T’s in the pens, pin badges etc. - then the simplified ‘Minimal Titanic logotype. Identity’ should be used. (see page 10)

20mm

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Titanic Belfast Brand Identity Guidelines v1.0 Page 16 © Harcourt Developments Simplified identity

Simplified Identity

When reproducing below 20mm in width, the ‘Simplified Identity’ must be used. This mark is a silhouette of the main identity without the dynamic architectural ‘shards’. You will also note the Registered ® symbol has been removed, simply because the mark is too small to hold this detail. This identity should only ever be reproduced in mono Black or White.

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Titanic Belfast Brand Identity Guidelines v1.0 Page 17 © Harcourt Developments Colour

Titanic Belfast is a dynamic visitor experience and as such we want to promote a brand that follows these values. To support our Main Identity, there are alternative colourways for Titanic Belfast inspired by our story.

Titanic Belfast Brand Identity Guidelines v1.0 Page 18 © Harcourt Developments Colour

Colour Inspiration

Titanic Belfast Brand Identity Guidelines v1.0 Page 19 © Harcourt Developments Colour

Main identity - Grey Grey logo - colours

Inspiration comes from industrial steel, the city, Pantone Colour the heavy hulls of the ship and the iconic old photographs in Belfast.

PANTONE® PANTONE® PANTONE® PANTONE® 551 5425 431 Black

CMYK Process

C 35 M 10 C 40 M 20 C 20 M 0 C 0 M 0 Y 10 K 10 Y 10 K 30 Y 0 K 85 Y 0 K 100

RGB Screen

R 149 G 183 R 115 G 137 R 57 G 71 R 0 G 0 B 198 B 156 B 79 B 0 Download artwork

Titanic Belfast Brand Identity Guidelines v1.0 Page 20 © Harcourt Developments Colour

Alternative identity - Yellow Yellow logo - colours

One of the most recognisable and iconic symbols Pantone Colour towering over Belfast are the Harland & Wolff cranes, Samson and Goliath. The iconic yellows are celebrated in this option.

PANTONE® PANTONE® PANTONE® PANTONE® 123 137 7413 Black

CMYK Process

C 0 M 20 C 10 M 40 C 0 M 60 C 0 M 0 Y 100 K 0 Y 100 K 0 Y 100 K 10 Y 0 K 100

RGB Screen

R 255 G 203 R 228 G 160 R 222 G 118 R 0 G 0 B 5 B 37 B 28 B 0 Download artwork

Titanic Belfast Brand Identity Guidelines v1.0 Page 21 © Harcourt Developments Colour

Alternative identity - Blue Blue logo - colours

Belfast’s maritime heritage and the tragedy that Pantone Colour played out on the Atlantic Ocean on the night of the sinking is referenced within the blues colour palette.

PANTONE® PANTONE® PANTONE® PANTONE® 298 660 2756 Black

CMYK Process

C 70 M 0 C 90 M 60 C 100 M 100 C 0 M 0 Y 0 K 10 Y 0 K 0 Y 0 K 20 Y 0 K 100

RGB Screen

R 0 G 175 R 18 G 104 R 38 G 36 R 0 G 0 B 222 B 179 B 123 B 0 Download artwork

Titanic Belfast Brand Identity Guidelines v1.0 Page 22 © Harcourt Developments Colour

Alternative identity - Green Green logo - colours

Celebrating the iconic Northern Ireland Pantone Colour countryside, the ‘40’ shades, nature, growth (linen) - all are referenced within the green option of the mark.

PANTONE® PANTONE® PANTONE® PANTONE® 382 3285 349 Black

CMYK Process

C 40 M 0 C 100 M 0 C 90 M 10 C 0 M 0 Y 100 K 0 Y 60 K 5 Y 100 K 35 Y 0 K 100

RGB Screen

R 166 G 206 R 0 G 160 R 0 G 105 R 0 G 0 B 57 B 135 B 60 B 0 Download artwork

Titanic Belfast Brand Identity Guidelines v1.0 Page 23 © Harcourt Developments Colour

Alternative identity - Red Red logo - colours

The iconic White Star Line brand with it’s famous Pantone Colour red flag influence the opulent reds in this option for the brandmark.

PANTONE® PANTONE® PANTONE® PANTONE® 192 220 229 Black

CMYK Process

C 0 M 100 C 5 M 100 C 40 M 90 C 0 M 0 Y 60 K 0 Y 20 K 25 Y 40 K 30 Y 0 K 100

RGB Screen

R 237 G 22 R 178 G 0 R 102 G 32 R 0 G 0 B 81 B 95 B 70 B 0 Download artwork

Titanic Belfast Brand Identity Guidelines v1.0 Page 24 © Harcourt Developments Typography

Words are important to us, spoken words and written. We want to use a consistent approach to typography on all of our visual communication.

Titanic Belfast Brand Identity Guidelines v1.0 Page 25 © Harcourt Developments Typography

Aller

The Aller typeface family is a contemporary font designed by reknowned font designers Dalton Maag. It is a sharp san serif with dramatic features schkQ that echo the Titanic Belfast brandmark.

Created in 2008, it comes in a range of cuts including Light, Regular, Bold, all with italic versions, and a feature headline Display version.

It is available in both PC and Mac formats from Dalton Maag. a gdMR Download Font y1234567890;”@€

Titanic Belfast Brand Identity Guidelines v1.0 Page 26 © Harcourt Developments Typography

Aller Light

Aller Light should be used in upper/lower case for body copy within publications, advertising ABCDEFHIJKLNMNOPQRSTUVWXYZ etc. It can also be used for Headlines and is particularly effective set in all caps. abcdefghijklmnopqrstuvwxyz Aller Light Italic should be used to highlight certain body copy or captions. 1234567890,.;(!@£$%^&*) Aller Light

ABCDEFHIJKLNMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;(!@£$%^&*) Aller Light Italic

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Titanic Belfast Brand Identity Guidelines v1.0 Page 27 © Harcourt Developments Typography

Aller Regular

Aller Regular can be used in subheadings, captions and pullout text in promotional ABCDEFHIJKLNMNOPQRSTUVWXYZ literature etc.

Aller Regular Italic can also be used to abcdefghijklmnopqrstuvwxyz add highlight to body copy or captions. 1234567890,.;(!@£$%^&*) Aller Regular

ABCDEFHIJKLNMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;(!@£$%^&*) Aller Regular Italic

Download Font

Titanic Belfast Brand Identity Guidelines v1.0 Page 28 © Harcourt Developments Typography

Aller Bold

Aller Bold should be used as main subheading text and headlines or to create maximum ABCDEFHIJKLNMNOPQRSTUVWXYZ emphasis within the design when needed. abcdefghijklmnopqrstuvwxyz 1234567890,.;(!@£$%^&*) Aller Regular

ABCDEFHIJKLNMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890,.;(!@£$%^&*) Aller Regular Italic

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Inspiration for the main identity and what we call our ‘graphic language’ has come from the dynamic architecture of the signature building.

It should filter through everything we design.

The ‘shards’

Inspiration for the main identity and what we call our ‘graphic language’ has come from the dynamic architecture of the signature building. Developing a bespoke interpretation of the architecture (right) has created a dynamic pattern that will extend the brand through dynamic shapes and colours.

Colouring and filling these shapes in a random pattern akin to the architecture creates a pattern that can be used as backgrounds etc. The shapes can be turned, flipped, rotated, cropped, scaled, reversed and cut.

The following pages show examples. Have fun with it!

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Use and Misuse

The colour palettes have been specifically developed to complement eachother. When creating a pattern, please ensure that your colour selections are from one of the five colourways set, or in mono black and white, or multiplies. Do not tint the shards. Examples shown page 33.

The ‘shards’ must never be redrawn, but can be adjusted and modified in any combination of colours, and certain triangles can be deleted to suit your design layout.

Examples of correct use include: 1) Colouring the shards in the red palette 2) Colouring the shards in the green palette, noting the colour combination is different

Examples of misuse include: 3) Mixing the palettes 4) Tinting the shards as a background

1 2 3 4

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Experience the sights, sounds and smells of the busy shipyard during Titanic’s construction on our dramatic ride over and through the mighty ship!

The photography used to help deliver the whole Titanic Belfast brand language will naturally be drawn from a wide range of sources, will reflect every aspect of our offering and will grow and grow over time.

At this early stage it may be useful to think about appropriate imagery according to our three brand pillars: Entertain, Enrich, Inspire.

NB1: Copyright permissions must be sought and agreed before any images can be included within these downloadable sections.

NB2: By the nature of where we are in the brand-building process, we don’t have many images at our disposal. Naturally this situation will change over time and these guidelines will be updated to accommodate.

Entertain

All imagery should be very much people-based, dynamic, active, full of fun and excitement.

Every image should be populated with kids, adults, families, couples - just every conceivable demographic enjoying themselves!!

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Enrich

Imagery should concentrate upon enriching, educational and interactive aspects of the brand, including;

• Historical photographs • Historical and contemporary images of the immediate built environment (eg the slipways, SS Nomadic, the Pump House, Thompson Dry Dock etc). • Images from the Galleries that focus upon the delivery of textual/graphic/visual information, rather than people simply enjoying the experience.

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Inspire

Images of the building exterior and dramatic ‘wide’ views of the interior will provide the desired, inspirational effect, especially those that communicate the scale of the building and its inter-relationship with the historical built environment.

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Letterheads, compliment slips and business cards can often be the first point of contact with an organisation. We want our brand identity to speak consistantly across printed material.

Stationery

Our stationery utilises the main Titanic Belfast brand identity in the grey colour palette. The stationery can be downloaded and edited to create new business cards etc. The artwork should never be reset or adjusted, only use the templates supplied.

Paper stock should be good quality, bright white wove and at least 115gsm laser approved. Titanic Belfast Limited T: +44 (0)28 9076 6300 Titanic House, Queen’s Road F: +44 (0)28 9045 5086 Business cards should match with minimum Queen’s Island, Belfast BT3 9DT E: [email protected] Titanic Belfast Limited is an associate of the Harcourt Developments Group. Northern Ireland www.titanicbelfast.com Registered office address as above. Company Registration Number NI 604430. weight 350gsm board.

Jonathan Smyth Education Officer

Titanic Belfast Limited T: +44 (0)28 9076 6300 Titanic House, Queen’s Road M: +44 (0)7777 345678 Download artwork Queen’s Island, Belfast BT3 9DT E: [email protected] Northern Ireland www.titanicbelfast.com Titanic Belfast Limited T: +44 (0)28 9076 6300 Titanic House, Queen’s Road F: +44 (0)28 9045 5086

Queen’s Island, Belfast BT3 9DT E: [email protected] Titanic Belfast Limited is an associate of the Harcourt Developments Group. Northern Ireland www.titanicbelfast.com Registered office address as above. Company Registration Number NI 604430. Titanic Belfast Brand Identity Guidelines v1.0 Page 39 © Harcourt Developments Use of these guidelines will ensure the Titanic Belfast brand identity correctly and consistantly fulfills it’s roll.

But by their nature they are not definitive. If you have any questions relating to the identity

or its application, please contact June 2011 v1.0. Issued John Doherty at: [email protected] +353 1 475 3928