Corporate Identity Guidelines...Corporate Identity depends on the effort and enthusiasm with which...

Corporate Identity GuidelinesApril 2008

Headquarters1 Seymour Street, Lisburn BT27 4SXT 028 9266 4221 F 028 9267 [email protected] www.nifrs.org

01Message from the Chief Fire Officer

Our Corporate Identity is essentially our personality as an organisation and it is communicated not only by the quality of the emergency service we provide in protecting our community here in Northern Ireland, but also by the way in which we promote ourselves.

Promoting a professional image for Northern Ireland Fire & Rescue Service visually through our Corporate Identity Guidelines helps to convey the co-ordination and professionalism of our whole organisation, which in turn inspires public confidence and indeed our own pride in the first class fire and rescue service we provide.

As an organisation we have come through a period of massive change and modernisation including new fire legislation for Northern Ireland, a name change

and a complete rebrand from Northern Ireland Fire Brigade to Northern Ireland Fire & Rescue Service.

In February 2006, for the first time, the style and quality of an instantly recognisable brand was specifically developed for NIFRS. This was rolled out consistently across the organisation through the use of our new Corporate Identity Guidelines as well as training in a strong corporate style for all aspects of our internal and external communications.In 2008 we now also have for the first time a single shared Vision, Mission and set of Core Values, which represent what we aspire to do as a fire and rescue service, why we exist and what we stand for as an organisation.

With the introduction of our shared vision statement ‘Protecting Our Community’ it

has been necessary to revise and update our Corporate Identity Guidelines. These can be found quickly and easily in the Corporate Identity folder on the global drive along with all the revised electronic corporate templates for fax, memo, letterhead, PowerPoint, etc.

Please consult the appropriate sections of the revised and updated Corporate Identity Guidelines until you are familiar with the corporate style requirement. The Guidelines must be applied rigorously so that we present a strong corporate identity that is consistent and clear. For any applications which are not covered by the Guidelines, the advice of the Corporate Communications Department must be sought so that we can avoid any variations which would corrupt the integrity and clarity of our professional corporate image.

The Corporate Identity is normally the first point of contact for the public and it is therefore crucial to make sure that it is right first time. The ongoing success of our new Corporate Identity depends on the effort and enthusiasm with which it is implemented and managed. Supporting our Corporate Identity is a continuous and long-term practice for each and every one of us in Northern Ireland Fire & Rescue Service.

I would ask everyone to recognise the value of our Corporate Identity, as it reflects what kind of an organisation we are – and commit to the implementation of these Guidelines at all times.

Colin LammeyChief Fire Officer

NIFRS Vision, Mission & Values

Northern Ireland Fire & Rescue Service (NIFRS) has a clear Vision and Mission Statement and set of Core Values, that best reflects us as an organisation.

02

Developed in consultation with NIFRS staff, following our re-branding from Northern Ireland Fire Brigade to Northern Ireland Fire & Rescue Service, our Vision, Mission and Values are at the heart of everything we do and define who we are, what we stand for and what we want to do in the future.

Our Mission defines why NIFRS exists, who we exist for and what services we provide. The Vision provides a picture for the future as seen by all our staff, our stakeholders and the wider Northern Ireland community. Our Core Values represent what NIFRS stands for (our beliefs) and how we conduct ourselves (our behaviours).

NIFRS Vision, Mission & Values

NIFRS Vision Statement - NIFRS Mission Statement -To deliver a fire and rescue service and work in partnership with others to ensure the safety and well-being of our community.

03

NIFRS 8 Core Values -

People - We value keeping our people safe and well trained

Leadership - We value leading by example

Teamwork - We value working together

Integrity - We value the utmost integrity in everything we do

Diversity - We value equality and fairness and we consider the needs of our staff and the community we serve

Communication - We value open and honest communication with our staff and with all our stakeholders

Partnership - We value working in partnership

Pursuit of Excellence - We value continuous improvement at all levels of our organisation

04Introduction to the Guidelines

Northern Ireland Fire & Rescue Service Corporate Identity Guidelines have been designed to help you apply the Northern Ireland Fire & Rescue Service brand and corporate identity. Whether you are a member of staff or a supplier, you must follow these rules.

The Corporate Communications Department is responsible for monitoring the implementation of NIFRS corporate identity. In relation to collaborative projects with external partners it is essential that the guidelines are strictly adhered to and where any doubt exists, advice should be sought from the Corporate Communications Department.

The logo, badge, vision statement, corporate templates and all other artwork can be obtained by contacting the Corporate Communications Department at Headquarters:

Carleen McNallyCorporate Communications ManagerT 028 9266 4221 Ext 2207E [email protected]

Una DevlinCorporate Communications OfficerT 028 9266 4221 Ext 2384E [email protected]

The logo and badge is the copyright of Northern Ireland Fire & Rescue Service and no unauthorised reproduction is permitted.

© Northern Ireland Fire & Rescue Service 2008

05The Logo

The Northern Ireland Fire & Rescue Service logo is unique and one of the most important elements of our corporate identity. The logo comprises the Badge and the Namestyle ‘Northern Ireland Fire & Rescue Service’.

NIFRS NamestyleFont is: Meta Plus Bold

The preferred use of the logo is on a white background and must adhere to the clear space guidelines stated in section 09.

The badge must never appear on its own on any print or design material. NIFRS logo must always be used. The only exception to the badge being used alone is on caps, helmets, belts or on the cab door of the fire appliance. In all other circumstances NIFRS logo must be used.

2 versions of the logo exist:

A. Landscape versionB. Portrait version

Do not try to alter any aspect of the logo (landscape or portrait), and do not try to recreate them. Use only the logo which has been supplied and approved.

The logo, both landscape and portrait versions, can be obtained in a variety of file formats including JPEG, EPS, TIFF and WMF files.

For more advice or help contact the Corporate Communications Department at Headquarters.

A B

06The Logo on a coloured background

The logo can appear on a colour or photographic background. It should only appear on an approved corporate colour or image that will be able to ‘hold’ the detail.

When on a colour photograph the Northern Ireland Fire & Rescue Service lettering can be black or reversed-out white, depending on the quality and contrast of the background.

If you are unsure that the background image is of suitable quality you must contact the Corporate Communications Departmentat Headquarters.

The preferred use of the colour logo is on a white background and must adhere to the clear space guidelines stated in section 09.

If the logo is to appear on a black background, the reverse version of the logo may be used as indicated above.

Where the logo is to be used on any other backgrounds (i.e. coloured or on an image), the appearance depends largely on the background used. If a background provides adequate contrast to the corporate colours, the logo can appear as normal. See above.

However, should the background clash in any way with the visual appearance of the logo, the reverse version of the logo should be used. See above.

The reversed version of the logo may also be used when the background clashes with black. See dark green sample above.

07The Logo used as a single colour

If full colour printing is unavailable the black and white version of the logo must be used.

The logo cannot be reproduced in any other colour than black. See examples below.

If colour reproduction is of a low quality the black and white version of the logo must be used.

Examples of low quality colour reproduction may include: in-house documents on laser printers, photocopies, press ads/ public notices, posters, etc.

When full colour printing is unavailable, the logo can be used in one colour black and adhere to the minimum clear space guidelines stated in section 09. See above.

When the logo is used on a coloured background but full colour printing is not available, the black and white logo must be used. See red and grey examples above.

08Incorrect use of the Logo

Here are some examples of how the logo must never be used.

All applications must be approved by the Corporate Communications Department at Headquarters.

DO NOT EXTENDTHE LOGOX

ANY ELEMENT OF THE LOGO COLOUR MUST NEVER BE ALTERED

XTHE LOGO NAMESTYLE MUST NEVER BE REPLACED WITH ANOTHER ‘TYPEFACE’ OR ’FONT’

XTHE LOGO MUST NEVER BE BORDERED WITH A KEYLINEX

DO NOT ALTER THE POSITION OF THE BADGE OR NAMESTYLE

X

DO NOT CONDENSETHE LOGOX

THE BADGE AND NAMESTYLE RELATIONSHIP MUST NEVER CHANGE

XDROP SHADOWS MUST NEVER BE USED ON THE LOGOX

Northern IrelandFire & Rescue Service


09The Logo Minimum Clear Space

The distance between the logo and other objects and text is known as the ‘clear space’. There should always be a clear space surrounding the Northern Ireland Fire & Rescue Service logo.

The minimum clear space around the logo is based upon the height of the namestyle of Northern Ireland Fire & Rescue Service, shown as ‘X’.

The amount of clear space around the logo must be a minimum distance of ‘X’ on all sides.

X

X

X

X

X

X

X X

X X

10NIFRS Building External signage

The only exception to the logo clearspace guidelines is in relation to external NIFRS building signage. Due to physical space restrictions on outside walls of Fire Stations and other NIFRS buildings,

external signage is made to fit the available space and location. Therefore, a Fire Station name or Area HQ or District HQ name can be incorporated into the clear space of NIFRS logo.

All external building signage is to be approved by the Corporate Communications Department and will be produced in conjunction with the Estates Department at Headquarters.

CRESCENT LINK FIRE STATIONLONDONDERRY DISTRICT HEADQUARTERS

WESTERN AREA HEADQUARTERS

11Within the fi eld of advertising (both above & below the line) Northern Ireland Fire & Rescue Service logo must always appear with NIFRS vision statement “Protecting Our Community”.

All the guidelines that apply to Northern Ireland Fire & Rescue Service corporate identity apply to this version of the logo as well.

There are 2 treatments of the NIFRS Protecting Our Community identity, which we will refer to as;

A Preferred TreatmentandB Secondary Treatment.

Preferred Treatment – Minimum Clear SpaceAs before the minimum clear space around the logo is based upon the height of the namestyle of Northern Ireland Fire & Rescue Service, shown as ‘X’. The amount of clear space around the logo must be a minimum distance of ‘X’ on all sides.

As you can see the “Protecting Our Community” strapline obeys the clear space dimensions, the width of the strapline spans from the centre of the badge to the end of the logotype.

Preferred Treatment – ColourwaysThere are 2 options to use here:

Full Colour:

Full Colour with reverse logotype:

Preferred Treatment –Logo in-situ

NIFRS Logo and Vision Statement used in an advertising environment

X

X X

X X

X

X

12NIFRS Logo and Vision Statement used in an advertising environment

Secondary TreatmentThis treatment is to be used only in situations where space does not allow placement of our preferred treatment.

The Secondary Treatment comprises of 2 components – Northern Ireland Fire & Rescue Service portrait logo and the Protecting Our Community strapline.

The rule to remember here is that the strapline must appear to either the extreme left or right of Northern Ireland Fire & Rescue Service portrait logo, the strapline must not appear directly under Northern Ireland Fire & Rescue Service portrait logo – this will muddle the message of the original logo, the strapline may also suffer at a small size.

As before, the rules of minimum clear space apply in composing the second treatment. The important feature in this instance is Y. Y is the width of the logotype – the strapline must always be the same width as Y.

Secondary Treatment Logo – in-situ X X

X

X

X

YY

NBDo not ‘stack’ the portrait logoon top of the strapline

NBThe Secondary Treatment can only be used when space doesn’t allow the preferred logo.

NBVision Statement should always be used either via preferred or secondary treatment.

13Corporate Colours - Primary

There are 4 primary corporate colours and 3 secondary colours for NI Fire & Rescue Service.

The corporate colours should be reproduced as accurately as possible in whichever medium they are used.


RED

Pantone Matching SystemPMS 186

Full Colour ProcessC 0 M 100 Y 81 K 4

RGBR 178 G 35 B 57

WebsafeB22339

GREEN



RGBR 21 G 77 B 57

Websafe154D39

GREY

Pantone Matching SystemPMS Cool Gray 4


RGBR 191 G 193 B 192

WebsafeBFC1C0

BLACK

Pantone Matching SystemProcess Black


RGBR 25 G 25 B 25

Websafe191919

Primary Colours

14Corporate Colours - Secondary

A secondary colour pallet has been developed. They are Navy (uniforms, NIFRS fl ag) Light Blue (UK Fire Service uniform) and Yellow (a friendly approachable

colour). The secondary colours would mostly be used by designers to widen the spectrum of colours used in advertising, marketing publications, etc.

Secondary colours must only be used with the approval of the Corporate Communications Department.


NAVY



RGBR 0 G 33 B 72

Websafe002148

LIGHT BLUE



RGBR 205 G 229 B 242

WebsafeCEE6F3

YELLOW



RGBR 244 G 210 B 19

WebsafeF4D213

Secondary Colours

15Corporate Typeface

A corporate typeface is specially chosen by an organisation (and used exclusively) to support and complement its corporate identity.

The corporate typeface for Word Processing in Northern Ireland Fire & Rescue Service is Arial.

On most Northern Ireland Fire & Rescue Service documents such as letters, memos, faxes, reports, policy documents, etc the font size is 12 point with 14 point leading.

As a general rule the font size should be 12 point and no less than 10 point. For large print material a minimum of 14 point is recommended. NIFRS report layout guidelines can be found on the Global Drive in the Corporate Identity folder.

Arial Black

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Arial


Arial Bold


16How it should appear in text

The first reference to our organisation in text should always be in full and using the ampersand (&) on all occasions:

‘Northern Ireland Fire & Rescue Service’

The second reference in text from then on should be:

‘Fire & Rescue Service’

For a shortened reference in text you may use:

‘NI Fire & Rescue Service’ or ‘NIFRS’

You may NOT use ‘The Service’

NB Reference to our organisation is ‘Northern Ireland Fire & Rescue Service’ and NOT ‘The Northern Ireland Fire & Rescue Service’

Examples of how you may use a shortened version in text are as follows:

Reference to Headquarters is:Northern Ireland Fire & Rescue Service Headquarters

Shortened:‘Fire & Rescue Service Headquarters’

Reference to Training Centre is:Northern Ireland Fire & Rescue Training Centre

Shortened:‘Fire & Rescue Training Centre’

Reference to Area, for example, is:Eastern Area Headquarters, Northern Ireland Fire & Rescue Service

Reference to District, for example, is:Cookstown District Headquarters, Northern Ireland Fire & Rescue Service

Reference to Fire Stations, for example, is:Larne Fire Station, Northern Ireland Fire & Rescue Service

17General guidance

It is important that Northern Ireland Fire & Rescue Service communicates to the whole community, including those with disabilities or who do not speak English as their first language.

Where appropriate, consideration should be given to translating documents or offering help through our Community Development Department and our Equality Unit based at Headquarters.

Avoid the use of jargon and acronyms at all times, especially in communication aimed at the general public.

It is important to take the target audience into account and where appropriate, make outreach material available in large print, Braille or audio formats. Again our Equality Unit at Headquarters will be able to advise you.

On most Northern Ireland Fire & Rescue Service documents such as letters, memos, faxes, reports, policy documents etc the font size is 12 point with 14 point leading. As a general rule the font size should be 12 point and no less than 10 point. For large print material a minimum of 14 point is recommended.

Images should be chosen carefully as usage depends on the message being put across. The Corporate Communications Department will assist with this to ensure that political sensitivity is taken into account.

The website www.nifrs.org and relevant contact details should be included on all marketing material.

18General guidance (continued)

For those with visual impairment the following advice is recommended in the Informability Manual by Wendy Gregory:

Type size - Minimum size of 14 point is recommended for people with visual impairment. If space is restricted, 10 point is therefore acceptable.

Type weight - Use a medium or bold weight.

Type style - Avoid italics and excessive use of capital letters as these letter-forms affect the outline shape of words and therefore more difficult to read.

Reversing out - Only reverse type out of a background colour if the face is clear, bold enough and large enough not to break up or fill in with ink. Ensure a good contrast between white lettering and the background colour.

Letter spacing - Ensure adequate even spacing between letters, they should never appear to touch.

Word spacing - Keep word spacing even. Don’t condense or stretch lines of type to fit a particular measure.

Line length - Allow 50-65 characters, inclusive of spaces, per line.

Justification - Range left type with ragged right hand margin.

Hyphenation - Don’t split words at the end of lines.

Layout - Keep layout clean and logical. Provide contents lists and plenty of clear headings. Break text into shortish paragraphs with adequate space between and around them.

Columns - Allow adequate space between columns, use rules to separate them, don’t use designs with uneven column widths.

Pictorial material - Use bold images. Do not run type over or around illustrations/photographs etc.

Form design - Allow large spaces for people to write into. Text and related boxes for writing or putting a tick in should be clearly associated with each other.

19Stationery

The Northern Ireland Fire & Rescue Service logo is applied across all internal and external correspondence and literature.

Full colour printed letterhead is available and should be used for the initial page only. Continuation pages should be blank sheets of similar quality paper.

All external correspondence should use a full colour printed letterhead.

Black and white letterhead is permitted for internal use.

All electronic internal and external corporate templates can be found in the Corporate Identity folder on the Global Drive.

Protecting Our CommunityGOLDAward

20 07

The font for the main body of text for letters/faxes/memos, etc is Arial 12 point (minimum point size of 10 point). All main body of text areas should have a margin of 25mm all around.

Letterhead

20Stationery (continued)

The fonts for address details are Arial and Arial Bold in 9 point on 11 point leading. Each section of information should be separated with a 1.5 line space as illustrated above.

Please note that the address layout may be adapted to include District Headquarters.

How address details should be displayed on the top right-hand corner of Letterheads and Compliment Slips

Eastern Area Headquarters6 Bankmore StreetBelfast BT7 1AQ

T 028 9031 0360F 028 9031 [email protected]

Area CommanderChris Kerr BA MSc MIFireE

Southern Area HeadquartersThomas StreetPortadown BT62 3AH


Area CommanderBrian Gough MSc MIOSH FIFireE

Northern Area Headquarters22-26 Waveney RoadBallymena BT43 5BA


Area CommanderWesley Currie BA (Hons) MSc MIFireE

Training Centre79 Boucher CrescentBelfast BT12 6HU


Area Commander (Training & Development)Jim McCallum QFSM BSc MBA MSc MIFireE

Headquarters1 Seymour StreetLisburn BT27 4SX


Chief Fire Officer and Chief ExecutiveColin J Lammey MSc FCIPD FIFireE

Western Area Headquarters10 Crescent LinkLondonderry BT47 5FR


Area CommanderEoin Doyle DMS MBA FCMI MIFireE


with compliments

Headquarters

1 Seymour StreetLisburn BT27 4SX

T 028 9266 4221F 028 9267 7402

[email protected]

Protecting Our Community

Compliments Slip Business Card

Name Badge

NIFRS Vision Statement ‘Protecting Our Community’ is incorporated on our corporate templates - letterhead, fax, memo, news release, media invite, document covers, annual reports, business cards, etc.

Our vision statement is used on these templates to communicate to the public, our stakeholders and staff internally our vision of what we do and how we see ourselves as an organisation in the future.

The position of the Vision Statement on the corporate templates must not be tampered with. All corporate templates can be accessed on the Global drive in the Corporate Identity folder.

Any queries regarding the use of corporate templates must be referred to Corporate Communications Department at Headquarters.

Colin Lammey


Please advise if all pages are not received

1

To: Person’s Name Ref: 00From: Name Date: 00 Month 2006 Fax No: 000 0000 0000 No. of pages including this sheet: 00

Dear

Type message into this area

FAX

Headquarters

1 Seymour Street Lisburn BT27 4SX

T 028 9266 4221 F 028 9267 7402

[email protected] www.nifrs.org

Chief Fire Officer and Chief Executive Colin J Lammey MSc FCIPD FIFireE

1

To: Ref:

From: Date: 9 July 2007

RE:

Headquarters


T 028 9266 4221 F 028 9267 7402


Chief Fire Officer and Chief Executive Colin J Lammey MSc FCIPD FIFireE MEMO

The appropriate address information and contact details (Headquarters, Area, District and Training Centre) should be inserted into the text boxes in the right hand-corner of the electronic templates in 9 point Arial Bold and 9 point Arial.

Template layouts must not be altered in any way.

Fax Memo

Page 1 of 1

For immediate release

00 Month Year

Insert Headline Here

Insert body copy of text here.

ENDS

For further information contact:

Insert contact details here

Notes for Editors:

NEWS RELEASE

Headquarters


T 028 9266 4221 F 028 9267 7402



News Release


COMMUNITY INFORMATION BULLETIN

[INSERT SUBJECT HEADING HERE]

This area to contain text as appropriate…..

FOR FURTHER INFORMATION ON [INSERT SUBJECT] PLEASE CONTACT [INSERT RELEVANT DETAILS AND CONTACT NUMBER]

Page 1 of 2

CORE BRIEF:

LOCAL BRIEF:

(Insert ‘Local’ or ‘Departmental’ Information)

MONTHLY TEAM BRIEF 01/07

Community Information Team Brief

Page 1 of 1

00 Month Year

You are cordially invited to send a reporter/photographer/camera crew to:

What…

When…

Where…

Insert additional information here

Photographic, filming and interview opportunities. News Releases available.

For further information contact:

Insert contact details here

MEDIA INVITE

Headquarters


T 028 9266 4221 F 028 9267 7402



Media Invite




Email signatures should also be in 10 point Arial and follow address guidelines as illustrated here.

Sender’s NameTitle

Northern Ireland Fire & Rescue ServiceHeadquarters1 Seymour Street, Lisburn BT27 4SXTel 02892 664221 Ext 0000Fax 028 0000 [email protected]

Sender’s NameTitle

Northern Ireland Fire & Rescue ServiceHeadquarters1 Seymour Street, Lisburn BT27 4SXTel 028 9266 4221 Ext 0000Fax 028 0000 [email protected]

Email

MAIN TITLE

Subtitle

DATE

Prepared by:

Policy Document

25Presentation & Display Tools

Northern Ireland Fire & Rescue Service PowerPoint has been designed to visually balance text areas with remaining space which contains graphic elements of the Northern Ireland Fire & Rescue Service visual language.

There are 4 NIFRS PowerPoint templates. There are 2 versions each of the red and grey background templates. Each coloured version has one with the NIFRS badge ghosted in and the other version is plain, with the ghosted badge removed.

Depending on the amount and type of information to be displayed on the slides any of the 4 templates can be used for a powerpoint presentation. When using red, background writing must be white and when using the grey, background writing must be black.

PowerPoint presentations work most effectively if each page contains small, concise amounts of information. The PowerPoint template can be found in the Corporate Identity folder on the Global Drive.

All text must be aligned with the left edge of the heading so when scrolling through a presentation all the type appears in the same position maintaining a neat and professional appearance.

The style of this electronic PowerPoint template must not be altered in any way.

• Preventing• Protecting• Responding








26Presentation & Display Tools (continued)

All publications, exhibition materials, such as pop-up display panels, and signage must also conform to Northern Ireland Fire & Rescue Service visual language as stated below.

Publications The logo must appear on all printed material on the top left-hand corner. The Corporate Communications Department will approve design and use of photography/images, etc.

Exhibition & Display MaterialsThe logo should appear on all exhibition and branding materials. Where appropriate the vision statement should also be incorporated. The Corporate Communications Department will approve design and use of photography/images, etc.

SignageAll internal and external signage should display the logo on a white background and adhere to the corporate identity guidelines.

Main Title

Date

27Vehicle livery

Northern Ireland Fire & Rescue Service logo must appear on all Northern Ireland Fire & Rescue Service vehicles. The logo must not be obstructed by any other signage or messaging.

The minimum clear space must also be adhered to. See section 09 for guidance.Due to space restrictions NIFRS Badge can only be used on the door of fire appliance cabs.

The logo, both landscape and portrait versions, can be obtained in a variety of file formats including JPEG, EPS, TIFF and WMF files.


Northern Ireland Fire & Rescue Service

28Uniforms and corporate clothing

Uniforms and corporate clothing including t-shirts and fleeces are branded using NIFRS logo.

Where appropriate, the logo must appear on the left-hand side of corporate clothing.

Any organisation, club or society either internal or external to NIFRS must have the express

permission of the Chief Fire Officer before the NIFRS logo is used on any clothing, display material, promotional material, etc.

Any unauthorised use of the logo on clothing is prohibited. Please refer to section 08 ‘Incorrect use of the Logo’ for guidance.

Name Badges

All staff must have an NIFRS name badge. It is best practice for all NIFRS staff to wear identification. Name badges are to be worn on the right-hand side of uniforms, jackets, shirts, etc. NIFRS name badges display NIFRS logo and the persons name only.

For more advice or help contact the Corporate Communications Department.

© Northern Ireland Fire & Rescue Service 2008

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