Southwark Council - WhatDoTheyKnow€¦ · Refreshed Southwark Council visual identity •...

Southwark Council Refreshed visual identity

Refreshed Southwark Council visual identity • southwark.gov.uk • Page 02

Introduction

We have refreshed our brand identity to bring it up to date across all delivery channels including digital.

The visual identity represents the brand visually, verbally, and environmentally, in all respects. Our brand is central to everything that Southwark Council does.

It is about how we work. It is about how we interact with our residents and stakeholders and what they think about what we do.

The corporate identity is the visual expression of that brand, it is vital that it is used correctly to create and maintain a coherent, strong brand.

This visual identity has been developed to answer some of the needs of a contemporary brand in the digital age and these guidelines offer an overview of how it should be used.

This new way of working ensures effective and efficient use of our resources while maintaining and improving corporate guidelines.

We are not replacing any existing assets or material – this will be an iterative process.

Key Elements 03Logo 04

Typeface and colour palette 05

Refreshed page layouts 06

Creative design application examples 08

Downloads 10

Contact 20

Contents


Key elements logo, typeface, colour paletteThe foundation of the refreshed visual identity is its key elements – logo, typeface and colour palette.

This section shows what they are and how they work.


Refreshed logo

The refreshed logo has been designed to be clearer and easier to read.

The main logo has been re-drawn to reduce the overall height, making it more digitally compatible.

The website address has been added to the logo to help emphasise the shift of council services online, this cannot be removed or changed in any way as it is an integral part of the new logo.


The logo has a ‘safe area’ – an area which should be left blank around the entire logo – which is defined by the height of the handwritten ‘k’.

This area is a minimum space around the logo which should always be maintained and no elements or other logos can be placed in this area.

If Southwark is funding more than 50% of the project then the full council branding should be used

If the council is providing support or funding for an organisation, separate logos exist. These are for projects which are in partnership and sponsored by Southwark council.

Do not change the logo in any way

The logo cannot be used with a width smaller than

20mm or 100px

The logos have the same safe area (K) and cannot be

used with a width smaller than 26mm or 130px

The main logo colour is grey which should only appear

on a white background

C0 M0 Y0 K60 Pantone Black (60%)

R135 G135 B135

The grey logo should never be used on a

coloured background

The logo should mainly be used on a white background

however white and black single colour versions of the

logo can be used on coloured background if needed

K

20mm

100px

26mm

130px

K

K

Do not remove any elements from the logo

Do not add any text to the web address in the logo

Do not squash the logo

Do not change the colour of separate elements

Do not use any colour except grey, black or white

Do not change any of the typefaces

Logo clear space and do’s and dont’s.

Refreshed logo


There are two corporate typeface families:

For use by designers

Frutiger 45 Light e.g. ABCD/abcd/1234

Frutiger 55 Roman e.g. ABCD/abcd/1234

Frutiger 65 Bold e.g. ABCD/abcd/1234

Frutiger 75 Black e.g. ABCD/abcd/1234

Frutiger 95 Ultra Black e.g. ABCD/abcd/1234

For use in Word/PowerPoint

Arial regular e.g. ABCD/abcd/1234

Arial bold e.g. ABCD/abcd/1234

Refreshed typeface


Any of the colours in the new bright palette can be used for the background of posters/leaflets and covers. They can also be used to highlight copy agaisnt white backgrounds.

The digital grey uses a darker tint to allow for greater accessability and should be used across all digital platforms.

This colour should not be used for print.

Insert main headline hereInsert sub headline hereInsert main copy here.

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Nus, ati aborpor iassin el idelest estiati buscimil idi susam sam asinctem. Ci dolorpo rendae nimusaecte ium et oditia dolor assita eum nos acium etur alit, consed eaquundemos autemol enist, quo blatiam es solorum il minvendae solores restem harum hario optatquis rehento repudit atesedi sapidelia derspitiam.

@lb_southwark facebook.com/southwarkcouncil




@lb_southwark facebook.com/southwarkcouncil@lb_southwark facebook.com/southwarkcouncil









Red C0 M94 Y78 K0 Pantone 185C R224 G0 B52 #E00034

Dark Green C80 M0 Y98 K0 Pantone 361C R52 G178 B51 #34B233

Purple C67 M92 Y0 K0 Pantone 2593C R128 G55 B155 #80379B

Orange C0 M65 Y100 K0 Pantone 165C R255 G99 B25 #FF6319

Teal C72 M0 Y38 K0 Pantone 3262C R0 G192 B181 #00C0B5

Pink C0 M100 Y2 K0 Pantone 226C R207 G0 B114 #CF0072

Yellow C0 M35 Y100 K0 Pantone 130C R240 G171 B0 #F0AB00

Light Blue C83 M1 Y0 K0 Pantone 2995C R0 G169 B224 #00A9E0

Main corporate colour for logo Grey

Light Green C31 M0 Y100 K3 Pantone 390C R182 G191 B0 #B6BF00

Dark Blue C95 M51 Y0 K0 Pantone 300C R0 G101 B189 #0065BD

C0 M0 Y0 K60 Pantone Black (60%) R135 G135 B135

R118 G118 B118 #767676

Main corporate colour for logo Digital Grey

Refreshed colour palette


Refreshed page layoutsThis section shows examples of the updated visual identity and how the key elements interact with images, partner logos and messages on page layouts.


11,000 new council homes for SouthwarkHave your sayThe council has committed to building 11,000 new council homes by 2043, with 1,500 being delivered by 2018. Involving residents in decisions around these new homes is really important to us, so get involved and have your say:

southwark.gov.uk/11000homes

Tell us where we should

build new homes using

our interactive map.

What should the new homes

look like and how can we

support thriving communities

around these homes?


Refreshed page layout gridThis example shows how all the elements of the refreshed visual identity work together to support and enhance the look and feel of the campaign.

Refreshed Southwark Council visual identity • southwark.gov.uk •

The refreshed branding has been designed to work well on all internal printers and programmes, taking into account the inability to print to the edge on our MFD/standard printers

By moving the logo to bottom right and placing it outside of the creative/main message area, the council logo now has more prominence

The new layout has also been designed to cater for the increased inclusion of secondary logos, such as campaign marks, the Fairer Future marks or sponsor logos, with clear guidance on where they should be placed

Templates in Word have been created to make the new branding easy to use, without using a designer. However if you require graphic design or need the templates suitable for designers to use, please contact the communications team at [email protected]

Refreshed page layout gridThis example shows the underlying structure of the refreshed page layout.





SECONDARYLOGO

SECONDARYLOGO

CAMPAIGNLOGO






SECONDARYLOGO

SECONDARYLOGO

CAMPAIGNLOGO

Insert main headline hereInsert sub headline here

Insert main copy here.


















CAMPAIGNLOGO

SECONDARYLOGO

SECONDARYLOGO

Insert main headline hereInsert sub headline hereInsert main copy here

Uciet aut quam hari consecus abore aria quam eos eiusanda quia.


CAMPAIGNLOGO

SECONDARYLOGO

SECONDARYLOGO

Thin grey line to echo old branding

White margins allow easy printing in-house

Images can fill the top half of the boxed

space when there is less text required

Version available with lower ink usage

On portrait materials logo width is 1/5 of width of page

On landscape materials logo width is 1/5 of height of page

Any of the colours in the new bright palette can be used for the background

All sub brand/secondary logos (including Fairer Future) should be placed in the white strip to the left of the Southwark logo to ensure the council mark is always the most prominent

No logo can be larger than the Southwark logo. As a guide – secondary logos should be a maximum of 70% of

the height of the Southwark logo

C0 M35 Y100 K0 Pantone 130C R240 G171 B0 #F0AB00

C31 M0 Y100 K3 Pantone 390C R182 G191 B0 #B6BF00

C80 M0 Y98 K0 Pantone 361C R52 G178 B51 #34B233

C72 M0 Y38 K0 Pantone 3262C R0 G192 B181 #00C0B5

C83 M1 Y0 K0 Pantone 2995C R0 G169 B224 #00A9E0

C95 M51 Y0 K0 Pantone 300C R0 G101 B189 #0065BD

C67 M92 Y0 K0 Pantone 2593C R128 G55 B155 #80379B

Main corporate colour for logo

C0 M0 Y0 K60 Pantone Black (60%) R135 G135 B135 #878787

C0 M94 Y78 K0 Pantone 185C R224 G0 B52 #E00034

C0 M65 Y100 K0 Pantone 165C R255 G99 B25 #FF6319

C0 M100 Y2 K0 Pantone 226C R207 G0 B114 #CF0072

Refreshed page layout detailsPlease note this is just an introduction to the new brand – templates are available for most document sizes and these will allow you to create materials with the new look. Please contact [email protected] for more details.


Creative design application examplesThe following pages show the refreshed visual identity applied to a variety of creative design examples and delivery channels.


Creative design application examplesExamples of professional design in application.

A3/A4 poster with 12mm border

A4 report

Banner

A3/A4 poster full bleed (to the edge)


Templates available to download


Templates available to downloadBelow you can find a list of all the visual identity key elements which are available in various file formats including Microsoft Word and Adobe InDesign. Microsoft templates are available to download on the Southwark intranet, the ‘Southwark Council Microsoft Templates’ PDF explains these in more detail.

Logos

A4 letterhead

A4 poster Landscape/portrait

A4 certificate Landscape/portrait

A4 report Landscape/portrait

A5 flyer/brochure Landscape/portrait

A5 invitation Landscape/portrait

A3 poster Landscape/portrait

Pull up banner

Railing banner

6 Sheet poster

PowerPoint presentation template

Facebook profile pic/banner

Twitter profile pic/banner

Email invitation

Business card


If you are involved in producing material for external information or campaigns that are concept based you should always involve the Communications Team and use professional design and print.

However, if you are producing material for everyday use – like posters or quick signs for staff, or you need to send out a letter or put together a PowerPoint presentation, Word Templates set in the refreshed visual identity, are available that will allow you to do all you need.

ContactCommunications team

[email protected]

Southwark Council - WhatDoTheyKnow€¦ · Refreshed Southwark Council visual identity •...

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