BRAND GUIDELINES Update: January 2016 1 Contents Introduction 4 The Basics 6 Our brand banner The Corporate brand banner Festival brand banners Sizing Exclusion Zone Positioning Don’t do this! Colour The banner as graphic device Typography Tone of voice Our Imagery The Brand 28 and Sponsorship Sponsorship hierarchy The Sponsorship Stack Positioning The Brand in print 36 Using Museo Event listings The Brand online 42 Using the brand online The CF Website Festival websites Social Media Festival strands and 50 support departments Festival strands Signage 58 ‘Corporate’ brand signage Festival signage On-site signage Behind the scenes 64 Stationery Emails PowerPoint templates Branded shirts 2 3 Our visual brand Part of the purpose of any visual identity is to Introduction convey to customers, stakeholders and supporters the meaning and purpose of an organisation at the current point in its development. Used consistently, our visual identity can project a strong sense of our personality to both those who know Cheltenham Festivals well and those who are discovering us for the fi rst time. Every year we invite Cheltenham Festivals Increasingly, we want people to be clear Before reading the guidelines it may be more than 2,500 of that the four Festivals all spring from the useful to remind yourself: Cheltenham Festivals produces internationally the world’s fi nest same creative stable, and to know that the musicians, writers, values that are important to us – quality, Who are we? acclaimed Jazz, Science, Music and Literature innovation, collaboration and inspiration (Our mission) scientists, performers Festivals. Through cutting-edge and creative – are common to all the Festivals and to We are the creative and programming, Cheltenham’s four inspirational and thinkers to join our wide range of educational and cultural organisational force behind the Festivals have been at the forefront of the with us to entertain programmes. We want visitors to our Music UK’s most respected (and longest- Festival to try out a concert at the Jazz running) cultural festivals. UK’s cultural scene since our inaugural Music and inspire festival Festival, and our Literature Festival regulars Festival in 1945. audiences of all to sample a talk at the Science Festival. What do we do? ages. From just three (Our purpose) Every year we invite more than 2,500 of the We aim to further enhance our reputation concerts at the very as curators of a year-round, cutting-edge We develop and host excellent, world’s fi nest musicians, writers, scientists, fi rst Cheltenham cultural programme, and for our audiences innovative cultural events during four unique festivals and performers and thinkers to join with us to Festival, the four to depend on us to bring them the very latest entertain and inspire Festival audiences of all and best in music, literature and science. through a range of year-round festivals now feature programmes. ages. From just three concerts at the very fi rst nearly 1,000 events Our visual identity has undergone a refresh, Cheltenham Music Festival, the four Festivals now with changes made to our brand ‘banners’ Why do we do it? and sell over 215,000 and a new look given to our typography. (Our vision) feature nearly 1,000 events and sell hundreds of tickets annually. This new graphic language, used We aim to bring the very best thousands of tickets annually. consistently across all four festivals, cultural of erings to Cheltenham, will unify the look of the organisation’s to inspire audiences of all Cheltenham Festivals is a charitable organisation. communications. ages and backgrounds, and to The following pages outline the rules for encourage them to experiment, usage of this new visual identity. to learn and to participate. How do we do it? (Our attitude or personality) We strive to always be welcoming, inclusive and collaborative,... with our audiences, our co-creators and our supporters. 4 CHELTENHAM FESTIVALS BRAND GUIDELINES 5 Our Brand banners The Cheltenham Festivals mark has evolved from the ‘anvil’ logo that has been in use since 2008. The refreshed logo introduces a new typeface and the word Cheltenham now has greater prominence. The angular ‘anvil’ shape has been softened and given a turned-up corner that evokes a turning page, an unfurling banner, an arrow to the future... The Cheltenham Festivals brand banner consists of the word ‘Cheltenham’ above Corporate brand banner the ‘unfurling banner’ device. The brand The Basics banner has a Corporate version – the livery for the overall Festivals organisation, and Individual Festival versions – which are used for the four respective Festivals. Individual Festival brand banner Jazz Festival 6 CHELTENHAM FESTIVALS BRAND GUIDELINES 7 The ‘corporate’ The ‘corporate’ brand banner brand banner The Corporate brand banner. Corporate brand banner variations Corporate brand banner, full colour version One colour halftone versions, CF grey and black One colour halftone versions, reversed The corporate brand banner features the Where reproduction in full colour is word ‘Cheltenham’ sitting above, and impractical, one-colour halftone variations extending to the full width of, the unfurling of the corporate banner are available. banner. The word ‘Festivals’ appears within Reversed options are available for use on the banner. Both words are in Museo Slab darker backgrounds (shown here, far right). Serif (of dif ering weights) and appear in a fi xed relationship to the banner. The corporate banner should ideally appear in its full colour version (shown right), using CF pink and CF dark grey. (See section 1.3 for colour specifi cations.) Structurally, the banner should be treated as an image and should never be altered. When to use the Corporate Always use approved versions of this logo brand banner and never attempt to recreate the mark The corporate banner is the mark that Where use of the full-colour, or halftone Corporate banner: One colour line art, grey yourself with alternative fonts. signifi es the overall Cheltenham Festivals versions of the corporate banner is organisation. It should be used on impractical, a one-colour, line art version ‘corporate’ communications such as has been created. Use this version only in generic event signage, stationery, internal CF grey, black or white. signage, PowerPoint presentations, etc. It should also be used on communications that refer to more than one individual Festival. For example, a fund-raising brochure for the Jazz and Music Festivals would carry the Corporate brand banner, One colour line art version, reversed white out rather than the two individual Festival banners. The Corporate brand banner should be used whenever you a re referring to more than two individual Festivals in the same piece. CHELTENHAM FESTIVALS BRAND GUIDELINES 8 CHELTENHAM FESTIVALS BRAND GUIDELINES 9 The Festival The Festival Brand Banners Brand Banners The Festival brand banners Festivals banners should ideally appear in their full colour versions (examples at right), Festivals’ brand banners, with Sponsor logos The Festival banners are similar to the using any one of the pairs of colours in the corporate banner, but dif er in two ways: Festivals colour palette. (See colour section). the word ‘Cheltenham’ extends only as far Every calendar year, each of the four Festivals as the point at which the banner begins to adopts a colour pair from the colour palette. furl; and, the wording inside the banner During that year, the chosen colour should denotes the specifi c festival. Jazz become that Festival’s livery, and its banner should only appear in that colour. (e.g. Jazz When to use the Festivals Festival, 2016 = Cheltenham Purple). brand banners Festival Do not use dif erent colour banners for a The Festival brand banners are used Festival during the same calendar year. to badge the individual Festivals. Where the Festival banner colour doesn’t They should be used on work well on a chosen background, default communications relating to those to either CF grey, black or white rather than specifi c events, including on choose a dif erent colour. programmes, websites and electronic Science communications, and signage. Festival Festival banners generally appear in a fi xed Jazz relationship with their Title and Associate Festival Where your communication message Sponsor logos. Examples are shown here. refers to more than one individual See ‘The Brand and Sponsorship’ (page 28) Festival, you should revert to the for more information. Corporate brand banner. Never use more than one Festival brand banner on the same piece of Music communication or signage. Festival Literature Festival CHELTENHAM FESTIVALS BRAND GUIDELINES 10 CHELTENHAM FESTIVALS BRAND GUIDELINES 11 The Festivals’ Sizing Brand Banners The Festival banners variations. Minimum and maximum sizing of One colour half-tone, Black the brand banners. 25mm 25mm Where reproduction in full colour is impractical, one-colour halftone variations To ensure optimum legibility the of the Festival banners are available. minimum width for either the corporate Use either the Festival year colour, or Festivals’ brand banners, should or CF grey, black or white versions. Science be no less than 25mm, or 71 pixels. Festival There is no maximum width One colour half-tone, reversed white out for the brand banners. Music Festival As with the corporate banner, where full colour reproduction is impractical, One colour line art version, Festival colour one-colour, line art versions of the Festival banners have been created. Use these versions only in the Festival year colour, CF grey, black or white. Jazz Festival One colour line art version, black Literature Festival CHELTENHAM FESTIVALS BRAND GUIDELINES 12 CHELTENHAM FESTIVALS BRAND GUIDELINES 13 Exclusion Zone The brand banners are shown to their best ef ect Positioning when a clear area is left around them. Exclusion Zone. Positioning. 10mm 60mm Placing complex elements too close to the A general rule for positioning the brand brand banners diminishes their importance.