The Guidelines

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Bienvenue à Sheffield - Brand Guidelines

1: BIENVENUE A SHEFFIELDTHE GUIDELINES

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Bienvenue à Sheffield - Brand Guidelines

03/04

The Guidelines

Basic elementsThe basic elements are listed here as an overview of the Bienvenue à Sheffield brand toolkit.These include the Logo and the Graphical Device.

The Grand DepartThe Grand Depart 2014 is the world’s largest annual sporting event and the single biggest event that the city of Sheffield has ever hosted. The estimated potential economic impact is between £5-10m. To achieve this, Sheffield City Council (via Marketing Sheffield) is keen to facilitate opportunities for various organisations to become involved with the event. The official brand guidelines are tightly managed and the city will work with the ASO to ensure that guerilla and ambush marketing do not take place. The city has developed an extension of its visitor brand ‘welcome to sheffield’ in the guise of ‘Bienvenue à Sheffield’

Use of this brand identity will be restricted to key strategic partners and requests for use should be directed to Marketing Sheffield.

The LogoThe Logo has been designed as the official host city identity for more flexible use beyond the official mark.

The device and branding scheme will be managed by Marketing Sheffield on behalf of Sheffield City Council as the official host city.

The Logo is the most visible part of the brand identity. It is the core of the brand and the starting point for creative expression.

Neither The Logo (independently of the Graphical Device) or the Brand Identity (the combination of both) can be reproduced on materials which are for commercial gain without the prior written consent of Marketing Sheffield. This includes but is not restricted to reproduction on any item which might be deemed a ‘souvenir’ or ‘memorabilia’.

The intellectual property rights of the Brand Identity remain with Sheffield City Council.

The Graphical DeviceThe Graphical Device represents a vibrant and modern city whilst tipping a nod to the city’s topography, and the city’s seven hills. The route of the Grand Depart has been specifically chosen to ensure the challenging nature of the climbs in Sheffield set the riders apart in what is recognised as the toughest section of Stage 2.

The Graphical Design must never be used in isolation. It must always be accompanied by The Logo.

The Logo

The Logo and Graphical Device combined

The Graphical Device

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Bienvenue a Sheffield - Brand GuidelinesThe Logo

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Bienvenue à Sheffield - Brand Guidelines

2: THE LOGOSIZEEXCLUSION ZONEPOSITIONMISUSE

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Bienvenue à Sheffield - Brand Guidelines 2 The Logo

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The LogoHere is the Bienvenue à Sheffield Logo. It is available in two versions, a black only version and a reversed out white version.

When to use The Logo The Logo can be used to identify a company, or piece of communication, as being linked to Sheffield.

It can be used alongside a company logo as long as in accordance with these guidelines.

The Logo can be used in on and off-line applications.

There are only two versions of The Logo. No other colour combination can be used.

Our preferred usageOur preferred usage of The Logo is the Black Only version.

The Logo Black Only

The Logo Black Only applied to the yellow background

The Logo White Only

Bienvenue à Sheffield - Brand Guidelines 2

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The Logo

The LogoTo maintain legibility and allow for ease of recognition, a minimum size and exclusion zone for The Bienvenue à Sheffield Logo has been set.

The Logo PositionFlexibility of the application of this Logo is key. Therefore the preferred position of the Logo is in the bottom left or right hand corners of the design layout.This is only applicable when this Logo is used without the Graphical Device.The Logo minimum size

The Logo exclusion zone 2 x the thickness of the shape

15mm

x1 x1

x2

The Exclusion ZoneWhen this Logo is used in isolation (without the use of the Graphical Device), the exclusion zone must be adhered to. This is indicated by the grey line around the Logo, and it must remain clear of typography or any other graphical element.

The formula for the exclusion zone applies to all sizes of Logo reproduction.

Flexible Logo positionThe exclusion zone should be adhered to when positioning the Logo, along with its relationship to the edge of the layout. (see page 32 for examples).

Partner logosPartner logos should be placed alongside the Bienvenue à Sheffield Logo, with equal weight and prominence.

2 The Logo

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Bienvenue à Sheffield - Brand Guidelines

Logo MisuseThe integrity of the Sheffield Logo is important. There are some rules in how it should not be used.

Misusing the Sheffield LogoMost of the examples of misuse can be avoided with common sense. However it is worth checking with your design department.

Logo format and resolutionUse the most suitable formatwhen applying the Bienvenue à Sheffield Logo. EPS logos are best for print to ensure the best possible reproduction and line quality.

Jpeg logos are fine for screenensuring that the resolution is at least 72dpi at the size it will be viewed at.

Do not distort the Logo

Do not rotate the Logo

Do not place the Logo in a white block. Use the correct EPS version

Use the correct Logo to suit the background colour

Do not remove any elements within the Logo

Do not change the colour of the Logo

Do no crop any elements

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Bienvenue à Sheffield - Brand Guidelines

3: GRAPHIC DEVICETHE ELEMENTSLOGO COMBINATION

3 Graphic Device

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The Graphical DeviceGraphical DeviceThe Graphical Device represents a vibrant and modern city whilst tipping a nod to the city’s topography, and the city’s seven hills. The route of the Grand Depart has been specifically chosen to ensure the challenging nature of the climbs in Sheffield set the riders apart in what is recognised as the toughest section of Stage 2.

The Graphical DeviceThe Graphical Device must never be used in isolation. It must always be accompanied by The Logo.

Graphic Device 3

Bienvenue a Sheffield - Brand Guidelines

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Graphic Device 3

The Logo and Graphical Device combined The ratio of Logo:Graphical Device must be maintained as illustrated here.

Bienvenue a Sheffield - Brand GuidelinesGraphic Device 3

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The Graphical Device used as an abstract monotone background image

The Graphical Device used in an abstract way at various sizes

Bienvenue à Sheffield - Brand Guidelines

Graphic Device MisuseThe Bienvenue à Sheffield Graphical Device is an important part of the brand identity.This page illustrates some examples of how the brand identity - the combination of The Logo and the Graphical Device - should NOT be reproduced.

Do not alter the ratio between the Logo and the Graphical Device

Do not rotate the Logo and Graphical Device

Do not place the Logo over a photographic image or illustration

Do not distort the Graphical Device or change the colours

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Graphic Device 3

Brand IntegrityIt is important that the integrity of the brand is maintained and not misused in any way.

The approved brand identity illustrated in these guidelines has been carefully constructed to allow for consistent use and application.

Colours

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Bienvenue à Sheffield - Brand Guidelines

4: COLOURSLOGO &GRAPHICAL DEVICE

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Colours

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Bienvenue à Sheffield - Brand Guidelines 4

BlackCMYK0 / 0 / 0 / 100RGB29 / 29 / 27HEX#1D1D1B

WhiteCMYK0 / 0 / 0 / 0RGB255 / 255 / 255HEX#FFFFFF

YellowCMYK0 / 5 / 100 / 0RGB255 / 229 / 0HEX#FFE500

Light YellowCMYK2 / 0 / 71 / 0RGB255 / 240 / 98HEX#FFF062

OrangeCMYK0 / 39 / 100 / 0RGB248 / 168 / 0HEX#F8A800

Dark OrangeCMYK2 / 60 / 87 / 0RGB237 / 126 / 46HEX#ED7E2E

PinkCMYK0 / 100 / 61 / 0RGB229 / 0 / 69HEX#E50045

RedCMYK0 / 98 / 100 / 0RGB210 / 22 / 16HEX#D21610

Dark GreenCMYK52 / 33 / 80 / 0RGB145 / 150 / 80HEX#919650

GreenCMYK61 / 0 / 54 / 0RGB106 / 188 / 145HEX#6ABC91

BlueCMYK45 / 0 / 0 / 0RGB147 / 213 / 246HEX#93D5F6

The Colour PaletteThere is a flexible choice of colours for use with the brand. It is split into the primary and secondary set.

Primary colour set of black, white and yellow

The secondary colour set used within the Graphic Device

Grid/Proportions

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Bienvenue à Sheffield - Brand Guidelines

5: GRID/PROPORTIONSPORTRAIT STYLEAREASLANDSCAPE STYLEAREAS

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Grid/Proportions

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Bienvenue à Sheffield - Brand Guidelines 5

Area 1: Bienvenue Logo and Graphic Device Height: 3 rows of the horizontal grid. The logo:graphic ratio must be maintained The only other element that can encroach into this area are the background colour and/or abstract background element.

Area 1: Example showing correct ratio between the Logo and Graphic Device. Logo can be provided in various different file formats.

Area 2: Message Height: 7 rows of the horizontal grid. The typographic message must be clear and legible.

Area 2: Example showing large area available to use for your company message.

Area 3: Logo Area Height: 2 rows of the horizontal grid. This area should be used for the logos. These must be positioned bottom left as shown. If necessary, this area can also contain contact details including web/email addresses.

Area 3: Several example of how to show your company logo(s).

High quality EPS logos with transparent background over yellow.

Multiple partner logos with equal weight.

White background for use with logos within a white block.

THEWORLD’SGREATEST CYCLE RACEwww.welcometosheffield.co.uk/tdf2014

THEWORLD’SGREATEST CYCLE RACE

THEWORLD’SGREATEST CYCLE RACE

THEWORLD’SGREATEST CYCLE RACETHEWORLDSGREATEST CYCLE RACEwww.welcometosheffield.co.uk/tdf2014

THEWORLDSGREATEST CYCLE RACE

Grid/Proportions

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Bienvenue à Sheffield - Brand Guidelines 5

THEWORLD’SGREATEST CYCLE RACEwww.welcometosheffield.co.uk/tdf2014

THEWORLD’SGREATEST CYCLE RACEwww.welcometosheffield.co.uk/tdf2014

THEWORLD’SGREATEST CYCLE RACEwww.welcometosheffield.co.uk/tdf2014

Product Examples 6 sheet JCD Library Banner A3 Poster

THEWORLD’SGREATEST CYCLE RACE

www.welcometosheffield.co.uk/tdf2014

THEWORLD’SGREATEST CYCLE RACE

www.welcometosheffield.co.uk/tdf2014

THEWORLD’SGREATEST CYCLE RACE

www.welcometosheffield.co.uk/tdf2014

Product Example Lampost Banner Main Message aligned top left with grid. Logo Area Height: 2 rows of the horizontal grid.

The Graphic Device, if used as a stand alone element can be used in an abstract way. The examples above show the graphic cropped.

Bienvenue a Sheffield - Brand Guidelines

www.welcometosheffield.co.uk/tdf2014

www.welcometosheffield.co.uk/tdf2014

Grid/Proportions

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Website graphic

These guidelines are intended to be used by key strategic partners of Marketing Sheffield, Sheffield City Council only.

Digital Artwork of the Brand Identity, or The Logo, must always be reproduced from approved master artwork. Please contact tdf2014@marketingsheffield.org or by telephone 0114 201 1022.

Marketing Sheffield must sign off all instances of the use of the Brand Identity or any elements there of.