Glasgow City Council Corporate Identity Guidelines GLASGOW CITY COUNCIL IDENTITY GUIDELINES Contents Introduction by the Chief Executive 3 Using the guidelines 4 Section 1: Design elements 5 Section 2: Stationery 15 Section 3: Printed material 42 Section 4: Advertising 55 Section 5: Signage 60 Section 6: Vehicles 67 Section 7: Uniforms 73 Section 8: Accessibility 75 Section 9: Website 80 Section 10: Contacts and further information 85 © Glasgow City Council City Chambers, Glasgow G2 1DU. 2 GLASGOW CITY COUNCIL IDENTITY GUIDELINES Introduction by the Chief Executive Glasgow City Council is the largest Council in Scotland and the country’s biggest employer, serving a population of some 600,000. The Council’s Corporate Identity, using the Glasgow Mark, was introduced in 1996 when the Council was formed, following the re-organisation of local government. The Mark is used as a sign of endorsement for Council Services and joint partnerships, and promotes brand consistency across all printed and published materials. The Council has seen several The following guidelines illustrate changes since 1996, including major how the new identity should be used. restructuring of Services and the Services are required to apply this transfer of Housing stock, and as to all new printed materials – those we continue to move forward it is featuring the old Glasgow Mark may important that our brand values are be phased out on a gradual basis. clear. In our review of our Corporate Identity the main objective was the The Council has responsibility promotion of Glasgow City Council for spending our citizens’ taxes as the brand which delivers essential on delivering a quality service. services to all of those who live, work By promoting Glasgow City Council and visit our city. as one brand we are making a strong and uniform statement which enforces The result of the review was a subtle our main corporate objective that as change to the existing Glasgow a Council we are ‘delivering for Mark – the addition of the words City Glasgow’. Council to the bottom. This retains the established and recognised format and enforces the message that services are delivered by Glasgow City Council. To further ensure that Glasgow City Council is recognised as a brand, individual Service’s George Black letterheads will be phased out and replaced by letterheads featuring only Chief Executive the Glasgow Mark. Glasgow City Council © Glasgow City Council City Chambers, Glasgow G2 1DU. 3 GLASGOW CITY COUNCIL IDENTITY GUIDELINES Using the guidelines All Council services are required to adhere to the corporate identity guidelines to ensure that the Council gives out a clear, consistent and quality image. The guidelines set the standards External organisations are not which must be followed throughout permitted to use the Glasgow Mark the Council by every service, and unless they are promoting a Council illustrates the most common areas funded initiative. Permission to apply to which they should be applied. the mark should be sought from the appropriate marketing officer or from There may be other individual areas Corporate Communications. not addressed within the guidelines – if departments are unclear how the The Glasgow Mark is available in identity should be applied in these several different formats to enable instances, clarification should be quality reproduction. If copies are sought from Corporate required on specific formats, these can Communications. be supplied by the graphics section within Corporate Communications. © Glasgow City Council City Chambers, Glasgow G2 1DU. 4 section one Design elements Glasgow Mark Colours Glasgow typeface GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements The previous Council Identity incorporated two main elements, the Glasgow Mark and the Departmental Mark. The new identity sees the disappearance of the Departmental Mark which is replaced by the new Glasgow Mark, featuring the words Glasgow City Council. This means that letterheads will now feature only the Glasgow Mark as the self-contained Mark of Glasgow City Council. Colours Small Glasgow Mark The colours within the Glasgow Mark A specially drawn version of the have been retained, see page 13 for Glasgow Mark has been created for specification. use at smaller sizes from 10mm – 20mm wide. Both the word Glasgow Typeface and the armorial insignia have been Use of the Glasgow Typeface or Arial specially drawn to give better legibility is recommended for all materials. at this smaller size and the motto is therefore not included. The Glasgow Mark implementation of the small Mark The Glasgow Mark is reproduced in is identical to the standard Glasgow standard or small formats. Mark although the exclusion zone is smaller in proportion to account The Standard Mark is reproduced for the smaller size of items on from a minimum width of 20mm which this version should be applied. upwards and includes the motto The exclusion zone is one third of the ‘Let Glasgow Flourish’. When applying width of the Mark added all round. the Mark attention should be paid to the required exclusion zone around it. In the case of the small Glasgow This is the minimum area of clear Mark the 10mm version can only space around the Mark, uncluttered be applied in black and white. by any other information or images. Versions between 12mm and 20mm As a guide, the size of the exclusion can be applied in full colour, black zone is half the width of the Mark, and white or single colour green. added all round. This version is designed to be used The standard Glasgow Mark can be on smaller items of print, where space applied only in full colour, black and is limited. white or single colour green. © Glasgow City Council City Chambers, Glasgow G2 1DU. 6 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements Border Do not Both sizes of the Mark are available I Stretch, distort, condense or with or without a border. The border reproduce the Mark in any way should only be applied when the that alters or causes deterioration Mark is printed on a coloured or to the rendering of the armorial patterned background, see the insignia or the Mark as it is examples on pages 9 and 10. approved by the Council I Reproduce from a photocopy, fax, printed sample or anything other than approved artwork I Reproduce as a tint in a colour other than recommended in this manual I Print over the top of a photograph, texture or pattern unless the appropriate white border and background are both used I Infringe the exclusion zone I Alter proportions or formats in any way from the approved layouts given in this manual I Add supporting text to the Mark – e.g. service title © Glasgow City Council City Chambers, Glasgow G2 1DU. 7 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements: Glasgow Mark 1. Four colour process Wherever possible the Glasgow Mark should be reproduced in Full Colour. The colours within the Glasgow Mark have been retained, see page 13 for specification. 2. Single colour The single colour options for the application of the Glasgow Mark are: I Glasgow Green/Pantone 329 I Black and white © Glasgow City Council City Chambers, Glasgow G2 1DU. 8 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements: Glasgow Mark on a coloured background 1. Four colour process When the Glasgow Mark appears on a coloured or photographic background it has a white border added all round. On the optimum size Mark (20mm) this border is 1mm wide, increasing in proportion with size of the Mark. On the smaller size Mark (12mm) this border is 0.6mm wide, increasing in proportion with size of the Mark. © Glasgow City Council City Chambers, Glasgow G2 1DU. 9 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements: Glasgow Mark on a coloured background 2. Single colour When the single colour Glasgow Mark is reversed out of a coloured or black background it has a white border added all round. On the optimum size Mark (20mm) this border is 1mm wide, increasing in proportion with size of the Mark. On the smaller size Mark (12mm) this border is 0.6mm wide, increasing in proportion with size of the Mark. © Glasgow City Council City Chambers, Glasgow G2 1DU. 10 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements: Glasgow Mark size options 1. Optimum size The optimum size for reproduction of the Glasgow Mark is a minimum width of 20mm. Minimum 20mm 2. Minimum size A specially drawn version of the Glasgow Mark has been created for use at smaller sizes from 10mm to 20mm wide. The minimum size for the colour version of the Glasgow Mark is Minimum 12mm 12mm wide. In the case of the black and white version of the Glasgow Mark the minimum size is 10mm wide. Minimum 10mm © Glasgow City Council City Chambers, Glasgow G2 1DU. 11 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements: Glasgow Mark exclusion zone 1. Optimum size (20mm) A x When applying the Mark attention should be paid to the required exclusion zone around it. This is the minimum area of clear space around the Mark, uncluttered by any other information or images. As a guide, the minimum exclusion zone is ‘half the width’ of the Mark added all round. A x A x x A x 2. Smaller size (12mm) B x The exclusion zone of the smaller Mark is smaller in proportion to account for the smaller size of items on which this version should be applied. The exclusion zone is B x ‘one third of the width’ of the Mark added all round. B xxB x © Glasgow City Council City Chambers, Glasgow G2 1DU. 12 GLASGOW CITY COUNCIL IDENTITY GUIDELINES one Design elements: Colour references Glasgow Green Glasgow Yellow Pantone 329C Pantone 123C Process: 100c 0m 52y 47k Process: 0c 25m 94y 0k 1.