BRAND GUIDELINES FOR OFFICIAL PARTNERS BRAND GUIDELINES FOR OFFICIAL PARTNERS CONTENTS 01 / Introduction 03 / Application Introduction 2 Posters 15 Booklet 17 02 / Brand Assets Website 20 Logo 4 Kit Assets 22 Typography 6 Social Media Cards 23 Colour Palette 11 Imagery 13 04 / Glossary Glossary of terms 25 UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS INTRODUCTION 01 INTRODUCTION UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS INTRODUCTION 2 Welcome to the UK Parliament Week brand guidelines for Official Partners. We have created this document as a guide for anyone working with the UK Parliament Week visual identity and assets. These guidelines feature guidance on logo usage, how to use the assets such as phrases, words and icons. It also provides guidance on image treatments and examples of the brand identity in application. These brand guidelines are designed to promote a consistent and effective use of the brand identity. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 02 BRAND ASSETS UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 4 When using the logo on light backgrounds, Deep Purple should be used. On dark backgrounds the white version of the logo should be used. The logo should not be recoloured and should only use the colour ways supplied. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 5 Logo Do's and Don'ts 1. 2. Please ensure you do not do any of the following: 1. Do not use the logo on an angle 2. Do not place the logo in a holding device 3. Do not distort the logo 4. Do not use colours which make the logo hard to see 5. Do not seperate out the logo 3. 4. 6. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 6 Headline Typeface The headline typeface is Rama Gothic in Medium Bold, Medium Heavy, Extended Bold and Extended Heavy. HEADLINE TYPEFACE: When creating words and phrases any thickness can be used. However for short words, for example Vote, a heavier thickness should be considered RAMA GOTHIC to help the word stand out. The same rule should be applied when creating a longer word, a lighter thickness Supporting typeface: such as Medium Bold or Heavy should be considered. National Please note: Care should be taken MEDIUM BOLD when using this type as it can become difficult to read. It should be spaced Book appropriately to ensure legibility. Supporting Typeface MEDIUM HEAVY The supporting typeface is National Book Italics in Book, Book Italics, Bold and Bold Italics. National should be used for body copy and small sub headings. It should not be used as headline copy. EXTENDED BOLD Bold Bold should only be used for subheadings or highlighting copy. Book should be used for body copy. Bold Italics See page 18–19 for examples. EXTENDED HEAVY UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 7 Free Headline Alternative Typeface If Rama Gothic is not available the FREE HEADLINE ALTERNATIVE TYPEFACE: closest free alternative, Anton, should be used instead. Anton only comes in regular and can be ANTON downloaded from Google fonts here. Please ensure the spacing is appropriate and is not too wide or tight as per the examples below. REGULAR UK PARLIAMENT WEEK UK PARLIAMENT WEEK UK PARLIAMENT WEEK UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 8 Phrases Phrases are a big part of the UK Parliament Week brand. They use the headline typeface in a printing press style. Examples on pages 15–23 UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 9 Words Individual boxed out words can also be used, these should always be used at an angle. The angle should be no more than 3 or -3 degrees. When placing these words over an icon they should be multiplied to create an overlayed effect. Please see page 15 for examples. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 10 Words Individual words can also be used without a box and these should not be placed at an angle. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 11 Colour Palette The UK Parliament Week visual identity consists of 8 colours. This page details their colour values for print and web Indigo Magenta Dark Mint use. CMYK values should be used for RGB values for web usage: RGB values for web usage: RGB values for web usage: printed material and RGB colour values R: 70 G: 65 B: 230 R: 255 G: 90 B: 166 R: 80 G: 210 B: 160 should be used for web/screen usage. CMYK values for print usage CMYK values for print usage CMYK values for print usage Pantone colours are available upon C: 100 M: 70 Y: 0 K: 0 C: 0 M: 62 Y: 0 K: 0 C: 75 M: 0 Y: 60 K: 0 request. Deep Purple is used for all body copy and details and Westminster White is primarily used for a background colour. Teal Purple Ochre RGB values for web usage: RGB values for web usage: RGB values for web usage: R: 70 G: 207 B: 219 R: 81 G: 86 B: 180 R: 252 G: 190 B: 0 CMYK values for print usage CMYK values for print usage CMYK values for print usage C: 55 M: 0 Y: 12 K: 0 C: 75 M: 65 Y: 0 K: 0 C: 0 M: 28 Y: 100 K: 0 Deep Purple Westminster White RGB values for web usage: RGB values for web usage: R: 62 G: 29 B: 120 R: 237 G: 235 B: 234 CMYK values for print usage CMYK values for print usage C: 88 M: 94 Y: 10 K: 17 C: 3 M: 3 Y: 3 K: 5 UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 12 Colour Palette Pairs When using the colour palette, a single colour can either be used or they can be used in these pairs. From page 15 you will see examples of the pairs in use and how to use them appropriately. No more than two colours should be used and the pairs should not be mixed up. Indigo Magenta Dark Mint Magenta Teal Purple Pair One Pair Two Pair Three Ochre Deep Purple Dark Mint Deep Purple Pair Four Pair Five UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS LOGO / TYPOGRAPHY / COLOUR PALETTE / IMAGERY 13 Imagery Photography for UK Parliament Week should be people-focused. People performing actions or interacting with UK Parliament Week. Where possible try to aim for natural shots rather than set-up photos. When cropping images take time to ensure that the image has a clear focal point, see these examples to the right for guidance. Make sure you have the correct photo permissions before using images. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS POSTERS / BOOKLET / WEBSITE / KIT ASSETS / SOCIAL MEDIA CARDS 03 APPLICATION UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS POSTERS / BOOKLET / WEBSITE / KIT ASSETS / SOCIAL MEDIA CARDS 15 Posters These are examples of the posters using single words and icons. The word should be applied at a slight angle, no more than 3 or -3 degrees. The words should be multiplied over the icons to create the overlayed effect. Where possible posters should use full bleed colour backgrounds, if this is not appropriate Westminster White should be used as a background colour instead. Tune in Tune in Speak up Speak up Take part Take part ukparliamentweek.org ukparliamentweek.org UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS POSTERS / BOOKLET / WEBSITE / KIT ASSETS / SOCIAL MEDIA CARDS 16 Posters These are examples of the posters using a phrase and an icon. The phrase should always use a 'boxed out' word at a slight angle, such as 'You' to create emphasis and engagement. Words and phrases should always be multiplied over icons and against background colours to create the overlayed effect. Only colour pairs should be used. Key information, such as dates and logos, should always be in Deep purple. Tune in Tune in Speak up Speak up Take part Take part ukparliamentweek.org ukparliamentweek.org UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS POSTERS / BOOKLET / WEBSITE / KIT ASSETS / SOCIAL MEDIA CARDS 17 UKPW Booklet The booklet is a good example of how NOV ukparliamentweek.org all the elements of the UKPW visual identity work together. UK PARLIAMENT WEEK CONTACT: [email protected] JUNE 2020 BRAND GUIDELINES FOR OFFICIAL PARTNERS POSTERS / BOOKLET / WEBSITE / KIT ASSETS / SOCIAL MEDIA CARDS 18 UKPW Booklet Where appropriate key information # can be highlighted and 'boxed out'. The box should be coloured and knocked What is the What is the difference between back with an opacity to not be too UK Parliament? Parliament and Government? dominating. It should also use a texture The UK Government is responsible for the day-to-day The UK Parliament makes laws, and checks running of the country, while the UK Parliament’s to be in keeping with the visual identity.