Our brand - Brighton Brand Guidelines(1).pdf · Our brand explained In a sentence A creative city with a blend of modern culture and exotic architecture, sea and countryside, and

Our brand Official brand guidelines for Brighton

Introduction

Welcome to our cityWhat is a brand? At VisitBrighton we think a ‘brand’ is all the things that spring to mind when you hear the name of that brand. Our job is to promote Brighton to visitors. So we want them to think all the right things when they see the Brighton name, see a photo or read an ad. And that’s what these guidelines are about.

We have worked with a lot of you to get your input on defining the Brighton brand for visitors. All of us have a vital role in promoting the Brighton brand to visitors. Via the images we use, the words we write, and the things we say. These guidelines give an example of how it can be done.

We hope you find them useful.

VisitBrighton

Contents

What’s inside?1 The Brighton brand2 Logos9 Typography11 Colour12 Tone of voice13 Words14 Photography17 Use the brand

Brighton brand guidelines | The Brighton brand | 1

The Brighton brand

Our brand explainedIn a sentence

A creative city with a blend of modern culture and exotic architecture, sea and countryside, and a distinctive free-spirited atmosphere you won’t find anywhere else.

In a couple of words

‘Free-thinking city’Who we are

CreativeBrighton is an inspiring and forward thinking city in which the arts, business, culture and opportunity for learning thrive.

EuropeanBrighton is a cosmopolitan meeting place with international recognition and broad appeal.

Values and personality

Free Brighton exudes a lively, free-spirited personality with an easy-going atmosphere.

EnergyBrighton is a compact, dynamic and young city with passionate, imaginative and welcoming people

Brighton brand guidelines | Logos | 2

Brighton logo

The Brighton logo can to be used by anyone promoting Brighton to audiences outside of the city. We use Brighton as opposed to Brighton and Hove because all our audience research has shown Brighton is the strong brand name for the city. We suggest you use the logo to endorse your business and help promote the Brighton brand via your website, brochure, or letters.

The Brighton logoThe Brighton logo has been designed specifically to represent Brighton as a free-thinking city.

It successfully communicates who we are:• Creative • European• Free • Energy

Depending on the application, the Brighton logo can be used with or without the web address as shown opposite.

Logo exclusion area The logo exclusion zone is based on the measurement ‘n’ (the height of the letter ‘n’ on the logo) around the logo. This should be kept clear of any other graphics.

Minimum sizeThe logo should never be used any smaller than the sizes shown opposite.Our preferred minimum size, where no space restrictions apply, is 30mm.

Brighton & Hove logoThe Brighton & Hove logo is an alternative for those wishing to use the official city name.

Logo exclusion area Logo exclusion area

30mm

Minimum size

30mm30mm

Minimum size Minimum size


Logo exclusion area Logo exclusion area

VisitBrighton logo

The VisitBrighton logo has been designed for specific usage by VisitBrighton and its partner organisations.

The VisitBrighton logoThe VisitBrighton logo has been designed specifically to represent Brighton as a free-thinking city.

It successfully communicates who we are:• Creative • European• Free • Energy

Depending on the application, the VisitBrighton logo can be used with or without the web address as shown opposite.

Wherever possible the logo should appear top right or bottom right of a piece of literature as shown in the exampleslater in this document.

Logo exclusion area The logo exclusion zone is based on the measurement ‘n’ (the height of the letter ‘n’ on the logo) around the logo. This should be kept clear of any other graphics.

Minimum sizeThe logo should never be used any smaller than the sizes shown opposite.Our preferred minimum size, where no space restrictions apply, is 40mm.

VisitBrighton.comThe VisitBrighton.com logo is an alternative for those wishing to use the VisitBrighton logo with the dot com suffix.

40mm40mm

Minimum size Minimum size

40mm

Minimum size


Logo Correct usage

1 Full colour logo for use on all applications that support ‘full colour’ printing. This version should also be used for all web and interactive applications

2 On certain occasions – or where black is the only printing colour available – a black version of the logo can be used on a white background.

3 When printing is limited to one colour, our preferred usage is the white logo on a coloured background. The logo should never print in any colour other than full colour, black or white.

4 On a photographic background, use the white logo version – always ensure that the logo is positioned where is it clear and legible.

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3 4


Logo Correct usage

1 Full colour logo for use on all applications that support ‘full colour’ printing. This version should also be used for all web and interactive applications

2 On certain occasions – or where black is the only printing colour available – a black version of the logo can be used on a white background.

3 When printing is limited to one colour, our preferred usage is the white logo on a coloured background. The logo should never print in any colour other than full colour, black or white.

4 On a photographic background, use the white logo version – always ensure that the logo is positioned where is it clear and legible.

1 2

3 4


Logo Incorrect usage

1 Do not print the logo as a tint.

2 Do not place the logo in any shape, panel or badge.

3 Do not support the logo with any words (other than those shown in the ‘specific usage’ section).

4 Do not re-draw, stretch or change the shape of the logo.

5 Do not use a colour other than the ones specified.

6 Do not place the logo onto a background colour that makes logo illegible to read.

7 Do not place the logo onto a pattern.

Customer Services

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Logo Incorrect usage

1 Do not print the logo as a tint.

2 Do not place the logo in any shape, panel or badge.

3 Do not support the logo with any words (other than those shown in the ‘specific usage’ section).

4 Do not re-draw, stretch or change the shape of the logo.

5 Do not use a colour other than the ones specified.

6 Do not place the logo onto a background colour that makes logo illegible to read.

7 Do not place the logo onto a pattern.

Customer Services

1 2

3 4

5 6

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LogoSpecific usage

40mm

Minimum size

Convention Bureau

25mm

Minimum size

Convention Bureau

Minimum size

Ambassador Programme

40mm

Minimum size

Ambassador

25mm

Minimum size

Information Centre

40mm

Minimum size

Ambassador

40mm

25mm

Minimum size

Ambassador Programme

25mm

Minimum size

Information Centre

40mm

Minimum size

Partner

25mm

Minimum size

Partner

Brighton brand guidelines | Typography | 9

Typography

Headline typographyTo reflect our modern and friendly brand, we use Gill Sans Bold for all headline text, as shown in the examples later in this document.

Typography on printed documentsIt is very important that Gill Sans is used for all body text of printed items. Never change any part of the typeface by condensing or expanding text. As a general rule avoid using special effects such as shadows and underlining. In all designed materials, make sure leading (the space between the lines in the paragraph) is always at least that of the typeface +2pts. Sub headings should be Gill Sans bold and can be used in magenta or one of the other colours from our palette. Body text should be Gill Sans.

Gill Sans is a good example of a clear and legible typeface. In line with RNIB legibility guidelines, we recommend a minimum type size of 12pt in all documents.

Wow!Headline font, this is Gill Sans Bold

Welcome to Brighton

Gill Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Gill Sans Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Example sub headingExample body text, commodo con vullamet la faciliq uismod ming eniamet at, sed mincili quamconse vullam alit dolorem zzrit ad doluptatum velent wisis nulla faccummy num et, vel dolesequisim iliscipis exer iure dolorero odit lorper iure tin ea aut dolobor peraesequis dionse ver sim etue velis duis nos aliquis dunt

dolutpat, sequis dolor senis alit, sum dolupta tiscipsum et praestrud tat augait, sed te tin ea facilit num dit luptat aliquis modiatue magnit velisl eumsandiat nulla consed magna feugait ulla faccum vullam digna feugiam irit wis ex ero dolor aliquat. Hendit utat. Im in ut wis ate eu lore corem duip estie modoluptat augait prat atet ut pratuero dolobore veliquissed duisim.

Brighton brand guidelines | Typography | 10

Typography Web guidelines

Verdana should be the first choice for all web based and screen presentations such as powerpoint. This typeface was developed specifically for on-screen readability. When Verdana is not available Arial may be used.

Verdana


Arial


Arial Black


Arial Narrow


Brighton brand guidelines | Colour | 11

Colour

Brighton colour paletteOur vitality as a destination is communicated through our colours: magenta, cyan, purple and black. This is a colour palette to be used as a background on literature applications, or they can be used to highlight a specific element in a design.

All four colours reflect the personality of Brighton as a brand. They have been specifically chosen to represent the colours of our city:

Cyan sea and sky, calming Magenta culture, health and femininity Black stylish and timeless Purple royalty, sophistication and spirituality.

Colour breakdownThe table below shows the colour break downs for the Brighton colour palette.

Brighton colour palette

Pantone colours Magenta Black Cyan Pantone 255

CMYK colour breakdown

M – 100% K – 100% C –100% C –60%M –100%

Web colours RGB – Hex

E3007B 000000 00A8EC 810081

Brighton colour palette

Brighton brand guidelines | Tone of voice | 12

Tone of voice

Mind your language… The way we talk to people is crucial. We want to get closer to people by being informal, friendly and direct. All our messages, particularly headlines, should get straight to the point in expressing what’s in it for the reader. This should be expressed in a single, distinctive voice.

Our tone of voice is always: • Energetic – we want to get people as exited as we are about Brighton• Personal – talking to people as if they are a friend, a relative or a colleague• Free-thinking – being proud to say it our way, happy to be ourselves – very Brighton• Informal – talking to people as we do over a coffee• Direct – cutting out the jargon, speaking plain English and getting to the point quickly

Brighton brand guidelines | Tone of voice | 13

Words

What’s in a word? The words and phrase we use are vital for communicating the Brighton brand.

Good words and phrases to use:

Seaside city, city by the sea, cultural, creative, cosmopolitan, European,

city, compact, vibrant, buzzing, unique, green, independent, original, only in Brighton, nowhere else, lively, value, free-spirited, dynamic, young,

innovative, base for the country, South Downs, beach front, exotic, free,

energy, historic.

Words and phrases not to use include:

Resort, hedonistic, party town, stag and hen, bucket and spade,

London on sea, dirty weekend, seedy, town, cheap.

Brighton brand guidelines | Photography | 14

Photography

Our photographic style represents who we are as a destination brand – creative, European, free and energetic. As a general rule of thumb, our images are caught in the moment. They show Brighton as a desirable destination and a city that is on the move.

CreativeBrighton is an inspiring and forward thinking city in which the arts, business, culture and opportunity for learning thrive.

Free

Brighton exudes a lively, w personality with an easy-going atmosphere.

EnergyBrighton is a compact, dynamic and young city with passionate, imaginative and welcoming people.

EuropeanBrighton is a cosmopolitan meeting place with international recognition and broad appeal.


Photography

Use photography to reflect the places and people of Brighton & Hove: young, old and diverse while avoiding stereotypes. Introduce energy through subject matter, photography style and crops. Remember that ‘real’ doesn’t have to be grim. Avoid images that feel depressing. A sense of optimism is important.

People shots should not feel staged. Show business people as people although they might be at work. The quality of the observations make the images interesting and real. In an ideal world pictures of Brighton should either include a well-known landmark or be typically identifiable as Brighton, eg. a hint of the sea, blue sky, regency architecture etc.

Recommended photographers:Roger Bamber www.rogerbamber.co.uk Thomas Angus www.thomasangus.com


Photography

Please do not…use bad quality shots, over cast and dull images.

Please do not…use images with anti-social behaviour associations.

Please do not…use staged images that look fake.

Please do not…use images with a down market feel.

Please do not…use images that are out of focus.

Please do not…use images that look bleak and empty.

Please do not…use images with bad lighting quality.

Documents

Our brand - Brighton Brand Guidelines(1).pdf · Our brand explained In a sentence A creative city with a blend of modern culture and exotic architecture, sea and countryside, and