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T H E M I N I TO O L K I T
2
H IGGLEDY- PIGGLEDY STREETS WITH NAMES
YOU WANT TO SAY OUT LOU D – BE AR STEPS, W YLE COP
AN D GROPE L AN E . A RIVER THAT SCOOPS U P TH E TOWN
I N A LOOP. BU RGER AN D FRI ES I N A MEDI EVAL CELL AR .
T WO BRI DGES, E ACH WITH A DI FFERENT NATIONALIT Y.
WON K Y BU I LDI NGS LEF T, RIGHT AN D CENTRE .
A CAPPUCCI NO AN D A BI KE TO GO. BRE AD, STI LL WARM ,
MADE WITH FLOU R FROM A WATER MI LL A FEW MI LES AWAY.
MICK JAGGER AN D MARGARET THATCH ER WATCH I NG
FROM A 150 0s BU I LDI NG . A BLOCKBUSTER
I N A TU DOR CI N EMA ...
3
TH E WORLD’S TALLEST TOWN CRI ER .
921 YE ARS OF WI N E BU FFS. TH REE MI LLION BLOOMS
I N A QUARRY. PU RPLE SPROUTI NG BROCCOLI FROM
TH E ALLOTMENT (BUT ON LY BET WEEN NOVEMBER
AN D APRI L). DARWI N ’S SCHOOL DAYS. CARTOONS
AN D CARICATU RES FROM ALL OVER TH E WORLD.
A MUSEUM I N AN OLD MUSIC HALL WITH MODERN ART
MIXED I N . 14TH CENTU RY GR AFFITI . CHARLES DICKENS’
CHOICE FOR BED, BRE AKFAST AN D TH E PICK WICK
PAPERS. A FOLK FESTIVAL WITH FREE WI FI ...
YOU CAN ’T COPY SH REWSBU RY.
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Shrewsbury is a one-off. You spot it as soon as you step out of the train station (which has the largest mechanical signal box in the world, but that’s by the by). It oozes charm. And behind the charm, there’s a lot going on.
The trouble is, not enough people know it. Too many people miss Shrewsbury on their way to somewhere else. Or they’re just passing through. This brand is for them. We want them to stop, to know where we are on the map and to head here first. We want to show them what a special place this is. And we’re going to do it by putting a spotlight on the one-offs all over the town. Some of them are more obvious than others (Darwin, our Tudor buildings, The Quarry and the Flower Show), but many of Shrewsbury’s one-offs are hidden in the little things. The handwritten label on a jar of jam. The stories, old and new, about who’s stayed where and when. The things you miss when you leave and you’re happy to come home to.
We’re tapping into all these things. There’s a lot more we could talk about and many different angles we could take. But good, clear brands that make people sit up and take notice focus on one thing. So that’s what we’re doing. It’s about celebrating the one-off places, people and things to do that are all over Shrewsbury.
T H E M A I N PA RT S O F
S H R E WS B U RY ’ S N E W B R A N DYO U ’ L L S TA R T TO S P OT T H E S E T H I N G S
O N B R O C H U R E S A N D P O S T E R S A R O U N D
S H R E W S B U RY A N D S H R O P S H I R E .
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FI RST, TH ERE’S
OU R LOGO
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TH IS IS OU R
GR APH IC PAT TERN
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TH IS IS
OU R FONT
T H E F I N D S . T H E N O T- Q U I T E- L I K E-
A N Y T HI N G E L S E . T H E Q U I R K Y.
T H E V E RY, V E RY O L D A N D T H E
B R A N D N E W. ( O R A M I X O F
T H E T W O . ) T H E C A N ’ T- B E- C O P I E D.
T H E C A N ’ T- B E- B E T T E R E D.
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TH IS IS OU R
COLOU R PALET TE
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AND TH IS IS WHAT OU R
PHOTOS WI LL LOOK LI KE
PLE ASE NOTE: The photos shown on this page are for mood board reference only. They have not been bought by Shropshire Council so should not be reproduced or presented externally to anyone.
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Well, you probably don’t need to worry about most of it. We’ve designed it especially for Shrewsbury and we want it to be used carefully and in the same way so visitors start to notice our brand. The people who will use it the most will be graphic designers. We’ve written more detailed guidelines for them. Please ask for them if you’d like to use more elements of the new identity in your marketing (you can find contact details at the end of the toolkit).
But we want everyone in Shrewsbury to make the new brand work for them. So there is something we’d love you to get involved with...
HOW CAN I USE
TH E NEW I DENTIT Y?
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We’ve designed a simple stamp that you can use easily to showcase your own Shrewsbury one-offs:
You can use this line on the stamp in lots ofways. For example, to say how old a buildingis: since 1586. To show that something isnew: since 2012. Or to say that a loaf of breadwas baked earlier this morning: since6.30am. Play with this idea as much as you like, as long as you don’t change the wording, and what you write helps to sum up the one-off idea. And only use ‘A Shrewsbury One-Off Since...’ in the stamp.
You can write your Shrewsbury one-offs in the stamp by hand. There’s also a handwritten font on the CD for when handwriting isn’t possible (for example if you’re making transparent window stickers or printing a guide or brochure with the stamp inside).
PUT YOU R STAMP
ON SH REWSBU RY
6.30am
1987
1829
20 12
T H E WO R DS
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OU R BR AND IS ALL ABOUT LET TI NG
TH E REST OF TH E U K KNOW, CLE ARLY AND
CONFI DENTLY, THAT TH ERE’S NOWH ERE
LI KE SH REWSBU RY. WE WANT TH IS SAME
CONFI DENCE TO BRUSH OFF ON OU R WORDS
TOO. TH ERE’S NO SPACE FOR NAGGI NG
WHY-AREN’T-WE-AS-WELL-KNOWN-AS-
SUCH-AND -SUCH DOU BTS FROM NOW ON .
H ERE’S HOW TO MAKE YOU R WORDS
BRISTLE WITH CONFI DENCE .
15
TAGLI NES
We want people to remember our brand so we need to use these same words over and over again.
THE TAGLINE ON OUR LOGO:
SH REWSBU RYTH E ORIG I NAL ON E- OFF
ITS SIDEKICK ON THE STAMP:
A SH REWSBU RY ON E- OFF SI NCE
Don’t mess with these words! We wrote them just for the logo and the stamp, so don’t repeat them or use them anywhere else (in body copy or in titles, for example).
HANDY HINT
Think about surprising,
unexpected ways to
explain why something
is a one-off.
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SU PPORTI NG LI NES
The best way to tell people that Shrewsbury is a one-off is to show it, by using examples of one-offs in the town as we have on the next few pages. Sometimes, though, you might want to talk about the overall idea on a homepage, the front page of a brochure or on merchandise without repeating the line on the logo. Think about other surprising, unexpected ways and phrases to explain that something is a one-off. It helps to start with idioms you might say, like a real find. Otherwise you’ll end up with well-trodden, ‘empty’ words and phrases that most places use like unique or rare. And Shrewsbury isn’t most places.
Here are some we came up with earlier. They’re no good hiding in these guidelines, so feel free to use these and come up with your own, too.
TH E FI N DS.
TH E NOT- QU ITE- LI KE-
ANY TH I NG - EL SE .
TH E QU I RK Y.
TH E VERY, VERY OLD AN D
TH E BR AN D N EW.
(OR A MIX OF TH E T WO.)
TH E CAN ’T- BE- COPI ED.
TH E CAN ’T- BE- BET TERED.
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TITLES
We want our titles to be clear and strident, so push the style and tone. Use lots of verbs, short sentences and write definitive statements. It can take a bit of nerve to write like this, but as long as what you’re saying isn’t boastful, it won’t sound arrogant or standoffish. Here are some examples to get you started.
SECTIONS
If you’re writing sections of a website or a brochure, use simple, active verbs like this:
SHOP … not Shopping
DO … not What to do
EAT … not Restaurants or Places to eat
STAY …not Hotels or Places to stay
HANDY HINTUse lots of verbs, short sentences and write definitive statements.
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WRITING ABOUT ONE-OFFS
Pick out small details and find unexpected ways to say things. So instead of fresh organic vegetables say Italian new Nicola potatoes. Just dug up. Be playful too, but make sure you keep your sentences short.
BAKED BY JOE AT 5.15AM.BOUGHT BY YOU AT 9AM.GONE BY 9.05AM.Shrewsbury Bakehouse
921 YEAR-OLD VINTAGE.Tanners Wine Merchants
OUR QUARRYIS FULL OF FLOWERS.The Quarry Park
YOU SAY POTATO.WE SAY ITALIAN NEW NICOLA .JUST DUG UP. Pomona Grocery
FREE-RANGE DUCKS LAID THE EGGS.LUCY LAID THE TABLE.Hardwick House B&B
BEAMS AND A BIG SCREENOld Market Hall cinema
PL AYING ON THE OPPOSITE OF ONE-OFFS
You can also have a lot fun by putting a picture of something that is obviously a one-off (like a plate of vegetables) with a negative line that’s associated with mass production or the daily grind. This isn’t quite as easy to do because there are only so many lines to choose from, but when you get it to work it’s a witty way to say one-off (see page 21 for some examples).
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EVERY TH I NG EL SE
‘From stylish shopping and decadent dining, to contemporary arts and a vibrant nightlife…’
...This is the sort of thing most tourist boards write all the time. These words are from Visit Leeds’ website, but they could just as easily describe most towns, including Shrewsbury. We don’t need to write a sales pitch because we aren’t short of one-offs to write about. So when you’re writing a brochure, a webpage or anything else, write more like you speak and let Shrewsbury’s one-offs do the selling for you.
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Imagine you were telling someone why they should come to Shrewsbury
ADD DETAIL
You probably wouldn’t say that Shrewsbury has decadent dining or contemporary eating. But you might say Cafe Saffron near the Welsh bridge has won awards for its curry or try the pan-fried brill fillet if you go to the Lion and Pheasant.
PICK OUT THE ONE-OFFS AND THE QUIRKS
It’s pretty handy having shopping centres on our doorstep but if we’re honest, visitors don’t come to Shrewsbury for ‘the comfort, convenience and easy access of under cover shopping’. So write about the one-off shops that people won’t be able to find anywhere else (visitors might pop into Boots while they’re here, but it isn’t what will make them come in the first place).
SKIP THE ADJECTIVES
Say Quarry Park not magnificent Quarry Park. Say fireworks not truly spectacular fireworks display evening. And if you want visitors to know how superb the folk festival is, namecheck artists past and present like KT Tunstall, Richard Thompson and Kate Rusby.
SKIP THE FORMAL OR SALES-Y WORDS
Look out for formal words people write, but hardly ever say – like situated, located, perfectly placed, venture into or words that sound too copywritten like there’s plenty more to tempt the garden lover. If in doubt, say it simply: if you like gardens…
HANDY HINT
Skip the formal or
sales-y words...we
aren’t short of one-offs
to write about.
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T R A F F I C J A M
N O A R T I F I C I A L C O LO U R S
G R A F F I T I
TA K E AWAY
E X E R C I S E B I K E
R E A DY M E A L
B E ST B EFO R E 14 03
C H A I N S TO R E
PLE ASE NOTE: The photos shown on this page are for mood board reference only. They have not been bought by Shropshire Council so should not be reproduced or presented externally to anyone.
W H AT T H E B R A N D
LO O K S L I K E
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I N PRI NT
T H E F I N DS ,
T H E N OT- Q U I T E- L I K E-
A N Y T HI N G E L S E ,
T H E S PEC I A L A N D T H E
C A N ’ T- B E- B E T T E R E D.
Posters
N O A RT IF I C I A L COLOU R S
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Brochure covers
I N W I N T E R
TOW N M A P
T H E G U I D E
25
Brochure spreads
Ihitatat uribers pernatur, tenim pem hitium fugia velistor apis dolorupta quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur repe aut raturia vent liquidi omnitas arunt alia secatur, que oditae eate maximoluptat do occum sidi blaut poreprovit, ipid minctur sum nimage rest, utem.
Apero tem aborest orrunt. Suntis consedi ciatiosaped que solut occusam aborendit, etur imagnam imusaep udaniet illam, ut lab ipsusae simende rciende lecatum quo in nus molorei ctotas rem nos eturis ent fugitet ad quas repta dolupta qui ut eum
in necte conHitatemp orepuda volupta temolliquas culla nimet reria nus asim voluptae et adit prat volupta doloris es aut faccat. Nam, ut lant officiam que verum niment, simus aut eos ma aspidi officatur ad quibus dis quaest voluptiae laut vitibust, core pa ni consed acea dolupti inustisi qui num quatecus aut pori suntis nulparc idigene.
Quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur.
“Ihitatat uribers pernatur, tenim pem hum fugia velist apis dolor upta quidict id verciurem qudo quatur. Nata eos doluptatis endente mquate se con pe omnimilit raerum et quidus il sam eramus.”
S H R E W S B U R Y B A K E H O U S ECastle Gates
B A K E D BY J O E AT 5.15A MB O U G H T BY YO U AT 9A M .
G O N E BY 9. 0 5A M .
1 997SHOP
2002
C H A I N S T RE
26
Brochure spreads
Ihitatat uribers pernatur, tenim pem hitium fugia velistor apis dolorupta quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur repe aut raturia vent liquidi omnitas arunt alia secatur, que oditae eate maximoluptat do occum sidi blaut poreprovit, ipid minctur sum nimage rest, utem.
Apero tem aborest orrunt. Suntis consedi ciatiosaped que solut occusam aborendit, etur imagnam imusaep udaniet illam, ut lab ipsusae simende rciende lecatum quo in nus molorei ctotas rem nos eturis ent fugitet ad quas repta dolupta qui ut eum
in necte conHitatemp orepuda volupta temolliquas culla nimet reria nus asim voluptae et adit prat volupta doloris es aut faccat. Nam, ut lant officiam que verum niment, simus aut eos ma aspidi officatur ad quibus dis quaest voluptiae laut vitibust, core pa ni consed acea dolupti inustisi qui num quatecus aut pori suntis nulparc idigene.
Quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur.
“Ihitatat uribers pernatur, tenim pem hum fugia velist apis dolor upta quidict id verciurem qudo quatur. Nata eos doluptatis endente mquate se con pe omnimilit raerum et quidus il sam eramus sera.”
T H E Q U A R R Y PA R KHome to The Carnival,
Regatta and Dragon Boat Festival
O U R Q UA R R Y I S F U L L O F F L O W E R S
1700DO
20 12
R E A DY M E L
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Business cards
Shropshire Council, Shirehall, Shrewsbury, Shropshire SY2 6NDT 01743 252546 E [email protected]
S H R E W S B U RY T H E O R I G I N A L O N E- O F F
Grove House, St. Julian’s Friars, Shrewsbury, Shropshire SY1 1XLT 01743 261919 E [email protected]
S H R E W S B U RY T H E O R I G I N A L O N E- O F F
A L I SO N PAT R I C KTO U R I S M O F F I C E R
2008S I M O N M CC LOY
C EO S H R O P S H I R E TO U R I S M
2002
28
ON WEBSITES
D O
SHOP
E ATS H O P S TAYD O F I N D
UP COMING EVENTS
L ATEST NE WS
GALLERY
MAP OF SHRE WSBURY
Shropshire Modellers Show1st April 2012 - 1st April 2012
Rea Valley Farmers Market1st April 2012 - 1st April 2012
Samba Beats Drumming Workshop3rd April 2012 - 3rd April 2012
Introduction to Garden Design1st April 2012 - 1st April 2012
Search is on for England’s biggest fan!Posted: 27th march 2012
Charles darwin’s childhood garden open to the public for anniversaryPosted: 8th february 2012
Competition winner praises ShrewsburyPosted: 6th February 2012
Photos from events and locations in Shrewsbury.
E AT
THE FINDS . THE NOT- QUITE-LIKE-ANYTHING -ELSE .
THE QUIRK Y. THE VERY, VERY OLD AND
THE BRAND NEW. OR A MIX OF THE T WO.
29
E ATS H O P S TAYD O F I N D
UP COMING EVENTS
L ATEST NE WS
GALLERY
MAP OF SHRE WSBURY
Shropshire Modellers Show1st April 2012 - 1st April 2012
Rea Valley Farmers Market1st April 2012 - 1st April 2012
Samba Beats Drumming Workshop3rd April 2012 - 3rd April 2012
Introduction to Garden Design1st April 2012 - 1st April 2012
Search is on for England’s biggest fan!Posted: 27th march 2012
Charles darwin’s childhood garden open to the public for anniversaryPosted: 8th february 2012
Competition winner praises ShrewsburyPosted: 6th February 2012
Photos from events and locations in Shrewsbury.
SHOP
Aruntori deritat il ipsam fuga. Aribusae latiossin consequia dolor umquodi
simposam adi deleniet reperro riorepu daepedit molupta temporepudi qui
dusapis desto berchicimo il eicitas et audit, cuptati urerum asi destio con
pro is eni repersp itiaerum comnimpe suntibusam fuga. Otatur solorem
perupta temperro beatem quossit evellupta quam atur modis magnient.
Uci volupti busant esequos at quundust esti tendebitam re volent ra quam,
omnis explandam, omnis et qui ratenem quiam hicaboreic tempos
dolorporum iderum facitet urestinci dessimet od molorionet quasit omnimil
millat vitiate vendis ium sunt ex et recabor asit quod quam, consedis qui
conseces ni dellitatur aut quis.
30
ON MERCHANDISE
31
FOR EVENTS
C H A R L E S D A R W I N
F E S T I VA L1 6 – 2 2 S E P T E M B E R 2 0 11
1 8 0 9
S H R E W S B U R Y
F L O W E R S H O W1 0 – 11 A U G U S T 2 0 1 2
1 887
32
WITH SHOPS
AND BUSI NESSES
6.25am21st M
ay
1951
T H I S I S J U ST
T H E STA RT
34
MORE THAN A ONE- OFF
The Original One-Off doesn’t end with a logo, words or a pattern. If we really want the idea to stick we need to think about what other one-offs we can come up with or draw attention to in Shrewsbury.
A VISIT SHREWSBURY TOWN MAP
...might become a map of one-offs: quirky places to visit, shop, eat and see that no other town has.
A WELCOME TO SHREWSBURY SIGN…
...might become a blackboard with a hand- chalked message that changes every day.
SHREWSBURY’S T WITTER ACCOUNT…
...might be run by someone different from Shrewsbury every day, tweeting about their Shrewsbury (it’s what Sweden’s official Twitter account does).
A BILLBOARD SIGN OUTSIDE THE STATION…
...might become a wall of flowers sponsored by the Flower Show that changes with the seasons.
A VACANT SHOP…
...might become a pop-up craft shop over the summer with stock that changes every week (all handmade one-offs, naturally).
THE DR APERS HALL
...might be taken over once a month by chefs in Shrewsbury. The rules of this seasonal supper club would be to only make dishes using ingredients from within five miles of Shrewsbury, and dishes that aren’t on any menus in the town.
THE OLD MARKET HALL …
...might show a season of films called No Sequel – blockbuster films that never had a sequel.
THE BALLROOM IN THE LION HOTEL …
...might hold the Survival of the Unfittest get-together. Every month enthusiasts meet to celebrate the skills and crafts time forgot, like stonemasonry, letterpress and old Atari computers.
THE DARWIN LIBR ARY
…might invite touring authors to give a talk or tell a story with no notes. The stories aren’t recorded or turned into a podcast. It’s called You only hear it once and you’ll only hear them by coming to Shrewsbury.
Ideas like this will make sure Shrewsbury’s reputation as a town of one-offs grows.
35
If you’ve got any questions about our brand or about how and when to use the stamp, get in touch with:
Alison PatrickVisitor Economy TeamShropshire CouncilTel: 01743 252546Email: [email protected]
ANY QU ESTIONS?
