2.0 Basic elements - my.sja.org.ukmy.sja.org.uk/Resource/pdf/Basic elements.pdf · adquireret quinquennalis agricolae, iam Medusa senesceret quadrupei. Saetosus oratori spinosus corrumperet

2.0Basicelements

2.0Basic elementsIntroduction

We are very excited about our new visual identity. It isbased on the timeless values of our historic organisation,but with a modern, fresh and bold execution.

The more successful we are at implementing this identityacross St John Ambulance, the more successful we willbe at presenting St John as a coherent, effectiveorganisation, which is easy for people to connect with.Consistency is paramount and we must actively manageour identity, just as we have adopted clinical standardsor financial auditing arrangements.

These basic elements explain the fundamental rules and principles. It’s vital that everyone adheres to thespecifications and instructions provided.

2.1Basic elementsBrand mark

The St John Ambulance brand markconsists of the words St JohnAmbulance and the roundel.

The mark is has been designed toreflect St John Ambulance as anorganisation. It has an element ofsoftness yet is bold, modern and striking.

As a principal element of the visualidentity it is essential that specificationsfor the application of the brand markare adhered to at all times.

2.2Basic elementsPrincipal versions of the brand mark

There are two principal versions of theSt John Ambulance brand mark. It istherefore important that the rules forusage of the mark are noted so thatconsistency of application is achieved.

The principal version of the brand markis the 3D version. This version should beused where possible on all applicationsfor example: stationery, literature,website, electronic communications.

However there will be certain instanceswhen printing techniques will not allowfor reproduction of the 3D sheen. Forthese circumstances a flat version of themark has been produced for example:newspaper advertising, some marketingcollateral; pencils, umbrella.

The brand mark has been designed tobe used in both positive and negativeforms.

If you are unsure about which versionof the brand mark to use, contact Simon Runton, Corporate IdentityManager, on 020 7324 4205 or [email protected]

mailto:[email protected]

2.3Basic elementsSmall size version of the brand mark

When producing certain materials it isnecessary to use the small size versionof the brand mark. It has beendesigned to be used on applicationsthat require the brand mark to appearat 50mm or smaller and should neverbe used above this size.

Small size version of brand mark

Small size flat version of brand mark

2.4Basic elementsSupporting versions of the brand mark

There are two supporting versions of the St John Ambulance brand markdesigned for specific usage. It istherefore important that the rules forusage of the brand mark are noted so that consistency of application isachieved.

A centred version of the brand markhas been produced for use on smallapplications, where using the landscapeversion of the brand mark wouldn’t givethe desired stand-out. Where possiblethe principal version should be used.

In certain circumstances it will benecessary to use a single line version of the brand mark. This has beenproduced for use on spines and othersmall size applications and should notbe used on any other application.

If you are unsure about which versionof the brand mark to use, contact Simon Runton, Corporate IdentityManager, on 020 7324 4205 or [email protected]


x

x x

x x

2.5Basic elementsProtecting the brand mark

The exclusion zone is an invisibleprotection area surrounding the brand mark.

The exclusion zone is indicated below by the rule surrounding thebrand mark.

Never position any other type, matter or graphic device within the pre-defined exclusion zone.

The exclusion zone can be calculated by taking the x-height of the wordambulance in the brand mark.

This calculation can be applied to all versions of the brand mark.

St JohnAmbulance

St JohnAmbulance

County County

Do not change the colour of the brand mark

If you want to place the brand mark on a coloured background

you need to contact Simon Runton, Corporate Identity Manager,

on 020 7324 4205 or email [email protected]

Do not change the type layout

Do not change the typeface

Do not change elements

Do not stretch

Do not compress

Do not add graphic elements

Do not add county descriptor

2.6Basic elementsBrand mark don’ts

You should not alter the brand mark inany way. The brand mark must alwaysbe reproduced from the digital artworkprovided. Misuse of the brand markweakens its impact.

Some examples of how not to changethe brand mark are shown here.

2.7Basic elementsSize of the brand mark

Format ‘X’ Measurement

StationeryLetterhead 50mmCompliment slip 50mmBusiness card 35mmPress release 50mmFacimile 50mm

LiteratureA4 60mmA5 40mm1/3 A4 (DL) 40mm

X

X

For specified printed formats, the pre-defined brand mark sizes must beadhered to. Consistency of brand marksize helps to maintain a strong visuallanguage.

It is important that when producing anymaterial the correct version of thebrand mark is used. When the brandmark appears at 50mm or below, thesmall size version of the brand markmust be used. This version of the brandmark cannot be reproduced at any sizeover 50mm. For sizes over 50mm theprincipal version of the brand markshould be used.

The table opposite shows the specificbrand mark sizes for use on stationeryand literature.

Brand mark

Small size version of brand mark

2.8Basic elementsPositioning the brand mark

Format ‘X’ Measurement

LiteratureA4 12mmA5 9mm1/3 A4 (DL) 7mm

X

X

As a general rule, the brand markshould always be positioned in the topright-hand corner of the page.

An exception to this rule would bewhen applying the brand mark to awebsite, when positioning the brandmark in the top left means it can alwaysbe viewed within the browser.

If you would like to produce literaturewhich is larger than A4, contact Simon Runton, Corporate IdentityManager, on 020 7324 4205 or [email protected]


2.9Basic elementsTypography

Humanist 777 BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Humanist 777abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Humanist 777 LightabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

ArialabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Arial Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

Humanist 777The St John Ambulance typeface isHumanist 777. This should be used forall St John Ambulance printedpublications. It is a clean and moderntypeface which is available in variousweights.

ArialArial has been chosen as a supportingfont to Humanist 777. Arial is thetypeface to use to type letters, facimiles,press releases and labels. It is also to be used online for html text as a web-safe font. When producing PowerPointand other electronic presentations Arialshould be used wherever Humanist 777is not available.

2.10Basic elementsColours

Accent colour Accent colour Accent colour Accent colour

The St John Ambulance colour paletteconsists of seven colours. The primarycolours which form the basis of theidentity are black and white.

These two colours are supported byfour accent colours and one neutralcolour.

All the colours form part of the overall corporate palette but help todistinguish when communicating with our different audiences.

2.10Basic elementsColours

Primary colour paletteThe primary St John Ambulance colourpalette consists of two colours, blackand white. These two colours form thebasis of the identity.

Secondary colour paletteThe secondary St John Ambulancecolour palette consists of four colours.These colours are to be used as accentcolours. Accent colours shouldcompliment imagery and add emphasis.

Tertiary colour paletteThe tertiary St John Ambulance colourpalette consists of one colour. This is aneutral colour which has been chosento compliment both the primary andsecondary palettes.

Please note that this colour guide maynot be 100% accurate. Please refer to aPantone® reference guide for accuratecolour reference.

Pantone® 3425

Black White

Pantone® 355 Pantone® 368 Pantone® 382

Pantone® 417

Colour reference guide

Pantone® Hexadecimal number C M Y K R G B number

3425 100 0 78 42 0 102 68 #006633

355 99 16 100 5 0 149 48 #009933

368 57 0 100 0 9 189 25 #66CC00

382 29 0 100 0 185 211 0 #CCCC00

417 1 0 25 65 110 111 100 #666666

2.11Basic elementsHow to use the colours

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2.0 Basic elements - my.sja.org.ukmy.sja.org.uk/Resource/pdf/Basic elements.pdf · adquireret quinquennalis agricolae, iam Medusa senesceret quadrupei. Saetosus oratori spinosus corrumperet