Part 1 Part 2 Part 3 Part 4 Part 5 The brand The logo The look Words The brand in action Brand toolkit & guidelines 1 Part 1 Part 2 Part 3 Part 4 Part 5 Medina Valley brand toolkit The brand The logo The look Words The brand in action Contents Medina Valley brand toolkit: Welcome 3 Part 4: Words 31-43 Tone of voice 32 Part 1: The brand 4-9 Destination text 33 Theme: 10 minutes to tranquillity 34-35 Who is the Medina Valley brand for? 5 Theme: Scenic hues of blues Creating a ‘sense of place’ 6 and greens 36-37 Where is Medina Valley? 7 Theme: The Island’s Royal quarter 38-39 Map of Medina Valley 8 Theme: Industry and innovation 40-41 Positioning Medina Valley 9 Theme: Your idea of fun 42-43 Part 2: The logo 10-22 Part 5: The brand in action 44-50 Logos 11-17 Letterhead 45 Exclusion zone 18 Poster 46 Minimum size 19 Destination advert (tier one marketing) 47 Logo positioning 20 Destination digital adverts 48 Co-branding 21-24 Thematic advert (tier two marketing) 49 Thematic digital adverts 50 Part 3: The look 25-31 Co-branded (tier three marketing) 51 Fonts 26-27 Acknowledgements 52 Colour palette 28 Colour blends 29 Imagery 30 2 Part 1 Part 2 Part 3 Part 4 Part 5 Medina Valley brand toolkit The brand The logo The look Words The brand in action Welcome Introduction The Medina Valley brand toolkit has been developed to help visitors discover the special character of Medina Valley. It contains the following sections: 1) The brand 2) The logo 3) The look 4) Words 5) The brand in action These guidelines show how the Medina Valley brand should be used to create consistent and engaging communications. You can fnd detailed specifcations on all aspects of the identity. Everything that is needed to create the brand, including the logo, fonts and copy, are all freely available to use. Please go to medinavalley.co.uk for details. 3 Part 1 Part 2 Part 3 Part 4 Part 5 Part 1 | Medina Valley brandThe toolkitbrand The logo The look Words The brand in action The brand 4 Part 1 Part 2 Part 3 Part 4 Part 5 Part 1 | Medina Valley brand toolkit The brand The logo The look Words The brand in action The brand Who is the Medina Valley brand for? The brand is designed to be used by businesses and organisations across the Valley to support and enhance their marketing activity. This is not a commercial brand, its purpose is to help raise the profle of the whole area and improve the desirability of the destination to visitors and locals. The information in this toolkit can be used to promote a greater understanding of the diferent elements that make the area special – this is known as creating a ‘sense of place’. 5 Part 1 Part 2 Part 3 Part 4 Part 5 Part 1 | Medina Valley brand toolkit The brand The logo The look Words The brand in action The brand Creating a ‘sense of place’ Why is a sense of place Important? Every place has distinctive qualities that Most people like to visit places that ! Survey response: make it special in some way. Sense of are authentic and unique. The more a 72.5% of respondants to an place is the combination of the emotional destination does to enhance its uniqueness, attachment we have to a place and the the more attractive it is to visitors. Research online survey named the characteristics that make it distinctive shows that being confdent about what river as the greatest asset and memorable. makes an area distinctive encourages more visitors, longer visits, and return visits. of Medina Valley. By recognising and valuing these qualities, you can use them to improve your How do we create a sense of place marketing and promotional activities and for Medina Valley? enhance your customers’ experience of the area. Research has been carried out by the Medina Valley Coastal Communities Team through a workshop, individual meetings and an online survey to identify the unique ! Survey response: qualities and characteristics of the Valley. These have been used to develop a series 60% of people said that of destination themes that form part of this being in Medina Valley brand toolkit. makes them feel relaxed. 6 Part 1 Part 2 Part 3 Part 4 Part 5 Part 1 | Medina Valley brand toolkit The brand The logo The look Words The brand in action The brand Where is Medina Valley? What’s in Medina Valley? Facts and fgures Medina Valley is the Isle of Wight’s most The physical assets include: • About 35% of the Isle of Wight’s population diverse, accessible and historic destination. • The Solent shoreline with beaches, live in Medina Valley. The area spreads from the Island’s north marinas and harbours. coast down to Newport and Carisbrooke in • A working river with a rich industrial • The top two annual events on the Island the heart of the Island. heritage. are held here – Isle of Wight Festival • Important wildlife habitats and (up to 60,000 visitors a year) and Cowes The Valley covers the parishes of Cowes, conservation areas. Week (around 41,000 visitors and 5,600 East Cowes, Gurnard, Newport, Northwood • The forest at Parkhurst. competitors a year). and Whippingham. • Characterful towns. • The spectacular Round the Island race These six parishes are threaded together Medina Valley is rich in history, a centre starts and fnishes in Cowes (1,400 boats by the Medina which is the Islands’ second for innovation and has easy transport links. and around 15,000 sailors). longest river and becomes an estuary at Weaving through the urban areas, you’ll fnd Newport, ebbing and fowing with the tide. natural beauty and rare wildlife, with trails • The Island’s two leading paid-for that are much loved by walkers, runners attractions are in the Valley – Osborne A third of visitors to the Island will travel and cyclists. (250,000 visitors a year) and Carisbrooke through the area, and around 1 in 5 will stay Castle (110,000 visitors a year). here. ! Survey response: For the purpose of marketing Medina Valley ‘Lovely views by the river as a destination, Osborne, Carisbrooke Castle and Parkhurst Forest are being and around the coastline, included in the defned area, although they surrounded by wildlife.’ sit just outside the six parishes. 7 Part 1 Part 2 Part 3 Part 4 Part 5 Part 1 | Medina Valley brand toolkit The brand The logo The look Words The brand in action The brand Map of Medina Valley This map shows the Medina Valley area Northwood House " " Red Jet terminal " Cowes Harbour Commission that this toolkit refers to. It also highlights COWES " Cowes " Classic Boat Museum some sites of natural, historic and Yacht Haven " Red Funnel ferry terminal GURNARD " Chain ferry cultural interest. " EAST Osborne COWES NORTHWOOD WHIPPINGHAM ! Survey response: " St Mildred’s Church " ‘Medina Valley is really the Royal Isle of Wight County Show Ground heart of the Isle of Wight.’ PORCHFIELD " Island Harbour " WOOTTON " Dodnor BRIDGE Parkhurst Creek Forest Medina Valley Centre " NEWPORT " Newport Harbour " Quay Arts Visitor Information Centre " " Newport Minster " Pan Mill Meadows ISLE OF WIGHT " Carisbrooke Castle 8 Part 1 Part 2 Part 3 Part 4 Part 5 Part 1 | Medina Valley brand toolkit The brand The logo The look Words The brand in action The brand Positioning Medina Valley Brand essence: this is what the brand seeks to convey, in a nutshell The brand essence and position statement ‘A naturally beautiful and accessible area’ have been developed from opinions expressed at a workshop and via an online survey. These statements have been formed to show the positioning of Medina Valley as Position statement: this sets out how Medina Valley is seen through the eyes of a a destination brand. The brand will support visitor when compared to other destinations and help develop a vibrant visitor economy. It promotes the unique natural, cultural, recreational and heritage assets of the ‘The Isle of Wight’s most diverse, accessible and historic Valley. destination, which engages anyone with a love of outdoor activities on and of the water. The relaxing natural environment makes this a happy place to live, work and visit – and also provides an inspirational backdrop for pioneering industry and culture. There are characterful towns linked by the beautiful Estuary. The county town of Newport is at the hub, with easy transport links to the rest of the Island.’ 9 Part 1 Part 2 Part 3 Part 4 Part 5 Part 2 | Medina Valley brandThe brandtoolkitThe logo The look Words The brand in action The logo 10 Part 1 Part 2 Part 3 Part 4 Part 5 Part 2 | Medina Valley brand guidelines The brand The logo The look Words The brand in action The logo Master logo The Medina Valley logo is made up of two elements: a leaf icon and the logotype. The Medina Estuary is the defning element of Medina Valley - so the icon focuses on the Estuary and the surrounding natural environment. The stem of the leaf takes the form of the fowing water. This is a clean and distinctive icon that has the fexibility to work alongside other logos. Leaf icon A colour blend has been used to refect the ever changing environment and the interdependency between the water and the natural landscape. Logotype 11 Part 1 Part 2 Part 3 Part 4 Part 5 Part 2 | Medina Valley brand guidelines The brand The logo The look Words The brand in action The logo Master logo - Isle of Wight version This version of the logo includes the words ‘Isle of Wight’ to provide a geographical reference, which will be useful for any marketing of-Island.