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Brand guidelines

Created July 2011

Minak Theatre, Cornwall

Brand guidelines2

Houses of Parliament, London


Welcome to VisitEngland’s brand guidelines

Introduction 05_ VisitEngland’s mission 06_ Guidelines and their use 07_ About VisitEngland

Elements 09_ The VisitEngland logo 10_ Logo size 11_ Logo don’ts 12_ Logo colourways 13_ Logo exclusion zone 14_ Logo usage 15_ Graphic device 16_ Transparent rose 17_Working with other logos 18_ VisitEngland colours 19_ Subject area colours 20_ Everyday typeface 21_ Printed typeface 22_ Photography 24_ Photography do’s 25_ Photography don’ts 26_ Supporting devices 27_ House style 28_ Corporate responsibility

Templates 31_ PowerPoint 35_ Generic cover design 37_ Briefing documents 39_ Letterhead & compliments slip 41_ Certificate 43_ E–Communications 46_ Business cards 48_ Case study/Best Practice Guide 51_ A5 flyer 53_ A4 booklet 55_ Business documents 57_ Layout grid 59_ Banner stands

Appendix 61_ VisitEngland brand hierarchy Anthony Gormley sculptures at Crosby beach, Merseyside

Contact Details


VisitEngland’s mission | Brand guidelines |

VisitEngland will lead and drive forward the quality, competiveness and sustainable growth of England’s visitor economy by providing strategic direction, intelligence and coordinated marketing for the sector. Through partnership and collaborative activities we will support our partners at national and local levels to deliver excellent visitor experiences, achieve economic growth and increase investment and employment.

05 5

Guidelines and their use | Brand guidelines |

Guidelines and their use Office/seminars

These VisitEngland corporate brand guidelines are designed to help VisitEngland employees to understand key facts about the organisation, how we communicate and how the various elements of the brand work together. They are also designed to be used by external agencies, such as designers of publications or exhibition stands for example, to ensure that the look and feel of the VisitEngland brand remains consistent. They should be used as the starting point and inspiration when developing or briefing any two or three dimensional communications including:

Brochures & prospectus

Remember we are all responsible for building and maintaining our brand integrity! For internal use: For external facing documents these guidelines are not in place to restrict creativity, but to set a corporate brand style.

On screen presentations

VisitEngland brand

Brochures & prospectus | Office/seminars | Digital | On screen presentations | Corporate literature | Advertising | Signage/events | Presentations & pitches

Separate guidelines exist to support the consumer England brand. Both guidelines can be used alongside each other to ensure a more powerful message. The consumer England brand guidelines are available from


Presentations & pitches

Corporate literature

Signage/ events


06 6

About VisitEngland | Brand guidelines |

07 7

About VisitEngland VisitEngland was created in April 2009. It is the National Tourist Board for England, the lead body for tourism in England, trusted advisor to Government and champion of the tourism industry across the country. VisitEngland is a Non-Departmental Public Body sponsored by the Department for Culture Media and Sport. VisitEngland’s role is to grow the value of tourism by working in partnership with the industry to deliver inspirational marketing campaigns and to provide advocacy for the industry and our visitors. The organisation’s work is underpinned by robust research and consumer insights. VisitEngland’s four year Corporate Strategy (2011-2015) sets out a series of five priorities to be achieved, how it will deliver them and how its performance will be measured. The Corporate Strategy is available to download at:

These five priorities are:

1. To drive forward the implementation of the Strategic Framework for Tourism in England and deliver the actions for which VisitEngland is responsible. 2. To develop and implement a national brand and marketing approach for England which leverages England’s best assets and encourages a range of industry partners to benefit from collaborative activities to achieve a step change in domestic holiday taking and contribute to the 5% annual growth target outlined in the Strategic Framework for Tourism in England. 3. To establish VisitEngland as the primary source of expertise on English tourism and its visitor economy and to make this expertise and intelligence widely accessible to our partners. 4. To develop VisitEngland as a modern, forward looking lead body by operating to a business model that provides England’s tourism sector with a more robust and sustainable national tourism organisation for the longer term and which is effectively engaged with a wider range of partners at the national and local level, whilst reducing its overheads in accordance with its Funding Agreement with DCMS. 5. To support Government to achieve its policy aspirations.



The VisitEngland logo | Brand guidelines | 09

The VisitEngland logo The VisitEngland logo combines two messages in one – our invitation to visit England (logotype) along with a distinctive symbol of our country (rose logo). The VisitEngland flagship logo (1) adopts a vertical lockup that uses the rose as the hero and provides strongest impact on application. The VisitEngland horizontal logo is the corporate logo that should be used on communications that are officially from or about VisitEngland. However the logo can be interchangeable in its use dependant on how it is needed.

Websites Logos can be used with the web address an example of this is below:

Guidelines for the correct use of VisitEngland Registered and Unregistered Trade Marks 1. The Rose logo on its own is a registered Trade Mark so wherever possible use the symbol ® in conjunction with the Trade Mark. 2. The corporate logo featuring a combination of the Tudor Rose with the word VisitEngland is not a registered Trade Mark and so must be used in conjunction with the symbol ™. The same applies to variations of the corporate logo as, for example, when VisitEngland appears alongside rather than beneath the Rose. 3. VisitEngland and should be used in conjunction with the symbol ™ unless they become registered Trade Marks when they should be used in conjunction with the symbol ®.

1_ VisitEngland flagship logo

4. Always use Trade Marks in the form in which they are registered or approved. On literature and packaging the design, typeface, size, position, context and colour of the Trade Mark should be consistent. 5. If any other party is to be allowed to use VisitEngland Trade Marks this must be under strict control of VisitEngland.

2_ VisitEngland horizontal logo

Logo size | Brand guidelines | 10

Logo size The size of our logo should be appropriate for the material it is being used on. It should not be smaller than the sizes stated. Sometimes you will need to use the VisitEngland logo at a very small size. The portrait logo should not be reduced beyond a minimum width of 15mm. The horizontal logo should not be reduced beyond a minimum width of 30mm. Given the lack of space online and in emails, the minimum size does not apply – but always be aware that the smaller the logo is, the less impact it will have. The logos should retain the same aspect ratio at all times.

Minimum size is 15mm wide

Minimum size is 30mm wide

Logo don’ts | Brand guidelines | 11

Logo don’ts Don’t outline the logo Always use the logo artwork available, which shouldn’t be altered or adapted. VisitEngland’s core colour (and therefore preferred option) is red. The VisitEngland rose logo always needs to appear in red and the outline of this symbol makes this possible. As stated, the mark can also be placed upon a photograph, if the background colour can support the device with clarity. The mark should never be altered in appearance may it be in format or colour. This includes not using gradients or tints, stretching, rotating or moving the rose symbol.

Don’t distort the logo

In addition, the rose symbol must not stand alone, it must always sit with the VisitEngland wordmark.

Don’t mix colours on the logo

Don’t angle the logo

Don’t change the logo colour

Don’t place any effects on the logo

Don’t place the logo on busy backgrounds

Logo colourways | Brand guidelines | 12

Logo colourways Our logo is available in four different colour variants. The full colour logos should be used whenever possible. The positive colour logos can be used on coloured and image backgrounds, but please make sure that legibility is clear (see examples White out logo and Quality marque). If the logo does not provide sufficient standout then use the white variant. The black version should only be used if you are printing in black and white. These rules also apply when using the horizontal logo.

Positive PMS logo Positive

Black and white logo

CMYK logo

White out logo

Quality marque

Logo exclusion zone | Brand guidelines | 13

Logo exclusion zone x

The exclusion zone makes sure that there is enough clear space around our logo for it to have impact. The exclusion zone is one quarter of the height of the logo above and below the logo and one quarter to either side. Nothing – images, words, numbers – should go inside the logo’s exclusion zone. When using our logo online it may not be possible to maintain the full exclusion zone – but please give the logo as much space as possible so it can have maximum impact. This rule applies to both the flagship and horizontal logo variations. Apply this principle to all VisitEngland or associated marks.

x x x


x x


x x x x

Logo usage | Brand guidelines | 14

Logo usage The VisitEngland logo is the corporate logo that should be used on communications that are officially from or about VisitEngland, the organisation. The logo must be used on all stationery items. Other examples of uses are induction packs, marketing opportunity brochures, websites which are aimed at the tourism industry rather than consumers, research studies and last but not least business cards.

Below are examples of different logo usage:

Graphic device | Brand guidelines | 15

Graphic device

Portrait templates for booklets, leaflets both A4 and A5: 20% of page height

The graphic device is designed to give structure to the VisitEngland templates and house the brandmark/copy in a clean and innovative way. It’s width can adjust to allow room for multiple partner logos and additional copy or categories if required. For landscape VisitEngland templates, the red block should sit against the right edge of the page.This block needs to extend to the height of the page and the width of the red block should be 25% of the page width. The only exception to this rule is on the PowerPoint presentation template where it should sit at 45%.

Transparent rose at 20% Subject area colour

For portrait VisitEngland templates, a red block can be used to sit at the edge of the page, 45% of the width of the page. The height of this block should not exceed more than half the height of the page it is on. There is no minimum height however, the shape must feel more portrait than landscape. The transparent rose is used to sit over the cover image of the template. As a requirement it should partially sit over the red block, showing the edge detail. It should cover most of the cover page. Further details about rose usage can be found on page 16 of the elements section.

Case Studies: 25% width

Graphic device

Partner logos

45% width

PowerPoint template: 45% width

Transparent rose | Brand guidelines | 16

Transparent rose The rose is used to reinforce the brand. It lays over the image and graphic device to integrate all page elements and visually harmonise the page. The rose should feature as an overlay on documentation covers, ontop of solid blocks of red and VisitEngland imagery. When the rose features as an overlay on an image or VisitEngland red, the rose should be at 20% opacity.

Generic cover


Rose icon used subtly to reinforce VisitEngland brand

Rose used to highlight focal point in the imagery (where possible)

Graphic device Booklet/flyer

Other logos | Brand guidelines | 17

Working with other logos The bottom of the graphic device has the option to introduce partner or secondary logos. This can be achieved by positioning the logos at the bottom on a white band that enables any logo to sit here.

VisitEngland colours | Brand guidelines | 18

VisitEngland colours The primary colour pallet is black, white, grey and red. The VisitEngland brand colour is red. Unless the logo is reversed, it must always be red. Brand colours, however, should continually evolve to reflect the tone of our brand and complement the message we are trying to portray. There is no limit to the use of colours in our work.

Pantone 1795c CMYK = 0/94/100/0 RGB = 205/32/44 WEB = CD202C



75% Black

40% Black

Subject area colours | Brand guidelines | 19

Subject area colours VisitEngland has several key subject areas within the organisation. These subject areas are represented by a colour as follows: Corporate Communications – Red Quality Assured / TICs – Blue Visitor Information and Marketing – 75% Black Research and Insights – 40% Black Accessibility – Yellow Sustainability – Green Skills & Welcome – Purple

Corporate Communications


Quality Assured/ TICs

Skills & Welcome

Pantone 362 C CMYK 80/0/100/2 RGB 63/156/53

Pantone 2747 C CMYK 100/95/0/16 RGB 0/37/122

Pantone 269 C CMYK 100/95/0/16 RGB 0/37/122

Visitor Information & Marketing

Research & Insights

Pantone 432 C CMYK 65/43/26/78 RGB 55/66/74

Pantone 5497 C CMYK 40/9/21/32 RGB 137/159/153

Generic Pantone 1795 C CMYK 0/94/100/0 RGB 205/32/44

Each of the VisitEngland subject areas are colour coded to ensure readers identify that the piece is relating to a certain subject area. Each of the subject area colours can be used in their corporate materials. Examples of where this colour can be used are in a block above the graphic device, hairline used to sit under the VisitEngland logo, section divider lines used to partition sections of copy, headline copy (except accessibilty) and supporting icons (except accessibility). See pages 26, 30, 47, 50 and 52 for examples.

Accessibility Pantone 124 CMYK 0/32/100/0 RGB 234/171/0


Everyday typeface | Brand guidelines | 20

Everyday typeface Arial Narrow and Verdana Everday typefaces that should be used with the VisitEngland brand are Arial Narrow and Verdana. These are to be used for online purposes, in materials such as PowerPoint presentations, screen presentations, website, internet/intranet and emails. Arial Narrow should be used for emails and word documents and Verdana for online purposes and PowerPoint templates.

Aa Aa Arial Narrow

Verdana Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789

Printed typeface | Brand guidelines | 21

Printed typeface MetaPlus The printed typeface is MetaPlus which has been chosen for its clarity and modern look and feel. It is friendly and easy to read. To achieve a consistent look and feel the MetaPlus typeface should be applied on all documents. MetaPlus Bold should be used for main headlines and pullout copy. MetaPlus Book should be used for body copy.

Aa Aa MetaPlus Bold

MetaPlus Book

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 123456789

Photography | Brand Guidelines | 22

Photography Photography is essential to the VisitEngland brand. It creates emotion and has a distinct personality. It is the best opportunity to paint a fresh picture of England’s visitor economy that is innovative, real and engaging. It is possibly the most important part of what makes the brand as it tells a story and showcases the variety and depth the industry has to offer. Images are powerful and a great way to engage with your audience. The tourism industry in England is made up of a wealth of sectors targeting many different types of audience. Therefore, the imagery VisitEngland uses cover a range of subjects including; Skills and welcome | Accessibility | Sustainability | Legal information | Assessment schemes and Industry Developments Targeting audiences from accommodation proprietors | Attractions and restaurants to destination managers | Local authorities and government A carefully chosen image should complement the subject matter within the sector, catch the reader’s attention and inspire them to read more.

Positive Stimulating Interesting

Photography | Brand guidelines | 23

Photography Technical guidelines Print images must be of a high quality and have a minimum of 300dpi at the size of print. The photography chosen should always be in colour (printing permitted).

Imagery should be sourced from:

Always consider the brand colours and try to use imagery which complements the colours in the design. Always include the image location, unless it is irrelevant to the message being conveyed, and include a credit where necessary. Only feature English locations and products in your photography. It is recommended that featured produce and materials are produced locally and seasonality considered where appropriate. Images should be relevant to the subject area. Images should always be positive, stimulating and interesting.

Please note: is free to use for VisitEngland Partners and is a paid photo library for everyone.

Speak to your VisitEngland contact for other England images. Additional image sources

Photography do’s | Brand guidelines | 24

Photography do’s The right image is: Modern – Ensure all images are modern and contemporary. Old images will date any communications produced very quickly.

Evening view of London skyline and River Thames from Tower Bridge, London, England © Britainonview

Inclusive – Ensure the photography is all encompassing, demonstrating the range of diversity in England, especially when the images include people. Well composed – A clear focal point and an unusual sense of perspective will draw in the viewer. However, always consider the positioning and backdrops, as you could have a great focal point which could be ruined by an old sign or toilet door in the background.

Guest enjoying breakfast at Rockliffe Hall Hotel, England © VisitBritain images

Flattering – Always convey a focal point, place or person in the best possible light. For example, never choose an image with a grey sky over one with a blue sky, unless you wish to portray a snow storm. Sharp – There should be at least one important point in focus, unless intentionally stylised otherwise.

Modern Sharp Inclusive Flattering Composed

Maid making bed at Whatley Manor, Wiltshire, England © VisitBritain images Why it works: The neat symmetry of the blue sky reflected in the foreground; the sense of space; a new perspective on a familiar view.

Photography don’ts | Brand guidelines | 25

Photography don’ts The wrong image is: Old – Forget grainy, dated images that, for example, show people wearing old-fashioned clothes or a building that was long ago demolished. Ensure images are current.

Canterbury Cathedral cloister visitengland/4887736219/in/photostream

Castlefield Canal, Manchester visitengland/4888361304/in/photostream

Poorly cropped – Give the main subject space to breathe around the edges and don’t slice through objects at the edges. It’s distracting and unbalancing. Boring – The photography should create excitement and interest in exploring the English landscape through the use of focal points, mood lighting and interesting angles. Unrelated – Ensure the photography you use relates to the text or subject, don’t use imagery that is irrelevant as it can obstruct the power of the messaging.

Old Poorly cropped Boring Unrelated

Why it fails: The top of the arch is cropped; the sky is white; the foreground is too dark.

Why it fails: Dull light; second boathouse is cropped out of the image.

Supporting icons | Brand guidelines | 26

Supporting devices Two particular devices that can be used within VisitEngland templates are supporting icons and the rose quote device. These are used to support body copy or highlight certain content.

Icons are used to represent different areas. For example, when used in a sustainability piece they represent things such as water, local produce and energy saving methods. In accessibility materials, they can represent hearing, sight and mobility. The icons are housed in a rounded square device. These icons are then colour coded as per the different subject area colours. Each symbol uses the same line weights and avoids fills. The symbols should always bleed off the square at least one side. The icons can be shown in VisitEngland grey if the subject area colour does not work. For example the icons on the accessibility subject area would be grey rather than yellow. The rose device can be used to pull out copy and quotes within VisitEngland documents. The copy that sits inside the rose icon can sit in the subject area colour.

‘In order to put your business ahead of the competition, you need to think about how your business delivers on these aspects of a high quality service. It all contributes to good repeat business in the long term.’

Icons Quote device

House style | Brand guidelines | 27

House style It is important to have a consistent approach when writing content for VisitEngland. The words we use, and the way we use them, reflect the organisation and demonstrate authority, expertise and professionalism. The more consistently we express VisitEngland’s tone of voice in all copy, from websites to letters, printed material to emails, the more coherent our brand will be.

Top Tips Before you Start Writing 1. Focus on your audience. Who are they? How much do they know about the topic? It’s usually better to assume no knowledge. 2. Be informative, knowledgeable and credible 3. KISS - Keep It Short and Simple. Don’t overcomplicate your writing. 4. Be inclusive and accessible to everyone 5. Write in a positive, energetic and inspirational style – but make sure it fits in with the overall style of the communication and audience.

Writing Style – the VisitEngland Way

Take the time to go back over your text:

1. When referring to VisitEngland please make sure you spell it correctly. It’s one word with a capital V and E.

Does it follow the guidelines above?

2. VisitEngland is a single organisation not a group, so therefore it should be referred to in the singular – eg. VisitEngland has announced NOT VisitEngland have announced. 3. When referring to VisitEngland use ‘it’ rather than ‘we’ – eg. ‘VisitEngland has announced that it has launched...’ NOT ‘We are pleased to announce that we have launched...’ 4. It may be appropriate to use ‘we’ when referring to the work of a specific team within VisitEngland. Remember the team of people = ‘we’ and the organisation = ‘it’. However, think about whether ‘we’ sounds appropriate in the corporate context, it’s usually better suited to consumer facing copy. 5. Always write acronyms in full the first time it is mentioned, followed by the abbreviation in brackets. You can then use the abbreviation from then on knowing that your reader will understand the context. 6. Title case should be used in titles/headings only, not text where the usual rules of capital letters apply – eg. a heading will read ‘Writing Style – the VisitEngland Way’ . In text it will read ‘Writing style – the VisitEngland way.’ 7. W  hen referring to web addresses please use ‘www.’ at the start of the url i.e

Does it ‘fit’ with the overall style of the communication and audience? Is the tense etc. consistent? Consider whether you need as many words as you have used. Editing will probably make your copy easier to follow and more professional.

Informative Knowledgeable Credible

Corporate responsibility | Brand guidelines | 28

Corporate responsibility Sustainability

Accessibility The VisitEngland brand and any communications should be accessible to all. Therefore, the following should be considered when developing new materials. Text size – A person’s reading speed increases as the size of the text increases. To increase accessibility, type size 12 should be used when possible. Alignment – Align text to the left margin. Avoid aligning text to the right, centering text and justifying text. Contrast – The contrast between the text and the background is extremely important. Ensure good contrast by using very dark colours with very pale colours. Setting text over images – Setting text over an image makes it harder to read as different colours of a background image lead to changes in the contrast between the text and background colours. To increase accessibility do not set text on top of an image, unless it is completely even in tone, for example, a photograph of a clear blue sky. Colours – To help people with colour vision deficiency avoid combining yellow and blue. Other considerations – Ensure layout is consistent and logical | Do not split words between lines | Do not use large blocks of capital letters | Do not underline words in the body copy | Ensure leading is not cramped | Ensure there is a line space between paragraphs | Ensure all text is set horizontally | Ensure an adequate gutter between columns | Do not convey information solely through the use of images, diagrams or colour.

Contrast between the text and the background is extremely important. Ensure good contrast by using very dark colours with very pale colours. Setting text over an image makes it harder to read as different colours of a back ground image lead to changes in the contrast between the text and background colours. Example – ensure copy and background has significant contast and copy sits on a readable background.

Any printer producing materials for VisitEngland must meet the minimum requirements for sustainability. A higher level of sustainability can be achieved by meeting the recommended or optimum requirements. Minimum – 50% recycled paper | Vegetable oil based inks | Certified to ISO14001 (Environmental) | Certified to ISO9001 (Quality) Recommended – Certified with EMAS | Carbon Neutral | Powered by 100% renewable energy Optimum – Waterless printing (reducing VOC emissions by 98.5% in comparison to traditional printing, the average litho printer uses approximately a small lake of water per year, better quality of print quality measured in terms of colour consistency, colour saturation, detail reproduction & overall sharpness) | ZERO waste to landfill | Working to ISO12647 standard (international colour standard) FSC logo – Please use the FSC logo if the printer is certified and permitted to use the logo. If you are using these print requirement please make it clear what specifications you are following. This should be noted at the end of the document, or alongside the FSC logo, where used.

Templates PowerPoint Generic cover design Briefing documents Letterhead & compliments slip Certificate E–Communications Business cards Case study/Best practice guides A5 flyer A4 booklet Business documents Layout grid Banner stands


PowerPoint | Brand guidelines | 31

PowerPoint Cover An example of a cover page of the VisitEngland PowerPoint template using the VisitEngland brand by incorporating the rose icon and the use of red. This template is available for internal use. Please contact the VisitEngland Corporate Communications team or download it from ViBE.

Document title

Red block strengthens VisitEngland brand presence

Consistent approach keeping subject descriptor at the top usually with a coloured block. Here the research colour is Pantone 5497 C grey.

Sector specific imagery and rose overlay positioned on the focal point if possible

PowerPoint | Brand guidelines | 32

PowerPoint pages Here are some rules when laying out your PowerPoint presentation: Background – this must be white unless a divider slide or cover page. Typeface – this must be verdana for all text in the document including titles. Header – this must use the logo in the top left corner with the header line device to sit underneath. The colour can change to be subject area specific. Copy – divider page headings should be 25pt in white, copy slide headings should be 20pt in red, subheadings should be in 16pt and body copy should be 15 pt in VisitEngland grey.

Divider slide

Copy slide

Image divider slide

Copy and image slide

Tables – tables have a VisitEngland red header row with the rest of the table in light grey. Text should be in VisitEngland grey to contrast, with key facts or figures pulled out in red. Imagery – can sit filling up all the space on a page or half a page, dependant on if the logo and copy is readable on top. If copy must sit on top of an image, this must be white in colour and over a section of image that is of one tone i.e clear blue sky. Titles – main project title should be on the cover, section title on the divider page and page title on copy pages.

PowerPoint | Brand guidelines | 33

PowerPoint graphs Graphs and charts should be kept clean and easy to read. They should be created using the VisitEngland primary colour palette and different tints of these colours. Colour tints to use are: VisitEngland red and an 80% tint VisitEngland grey at 75%, with 80%, 60% and 40% tints.

120 100 80 60 40

3% 3% 2%


20 0


6 11



Booked online


16–34 married no kids






35–54 with kids


Hotel/guest house




17 33

East Midlands

2Extras 4

South West


East of England





0% Towed Caravan

17 -1%










No firm booking 16–34 with kids


Camping South East




16 16–34 unmarried no kids





13 6 Non S–Cs 8








Generic cover design

Generic cover designs | Brand guidelines | 35

Generic cover designs This design can be used as a standard front cover for generic publications or documents that are created, i.e word documents or business plans.

Transparent rose overlay

Document title

Caption text to support title

Briefing documents

Briefing documents | Brand guidelines | 37

Rose overlay

Briefing documents This is an example of a briefing document design for use internally. The design highlights the VisitEngland brand by incorporating the rose icon and the use of red in the header section. There are two different styles, the standard briefing document without a notes column, and one with a notes column which is useful for sending to creative agencies. The template can be used for other documents where appropriate, such as policy position statements or reports.

Notes column

Brief title

Key information

Introduction text

Body text

Briefing document with notes column Briefing document without notes column

Letterhead & compliments slip

Letterhead and compliments slips | Brand guidelines | 39

Letterhead and compliments slip The letterhead and compliments slip will use the flagship logo. The transparent rose watermark is subtle but strengthens the brand. The rose graphic device tint is to be used at 4% black.


Certificate | Brand guidelines | 41

Certificate An example of a certificate created for the Visitor Attraction Quality Assurance Scheme (VAQAS).

Flagship logo

When entering recipients name, use Arial Narrow font at 22pt.

Space for writing the organisations name and date

Graphic device

Call to action


E–Communications | Brand guidelines | 43

Email newsletter VisitEngland sends out a regular newsletter called VisitEngland eNews using the generic template. VisitEngland also sends out newsletters from several subject areas. There is also an e-Bulletin template that is used for adhoc news. The email template has been designed to display two main articles followed by smaller articles. All articles should link through to further information, for example, by linking to a website or email address. This example uses green for sustainability.

Generic template

Category specific

E–Communications | Brand guidelines | 44

Email signature The signature template for VisitEngland emails should be in the following structure:

Jodie Hodge Digital Communications Executive VisitEngland 1 Palace Street, London SW1E 5HX T: 020 7578 1457 F: 020 7578 1401 E: W: W: Follow us on:

VisitEnglandBiz twitter | VisitEngland twitter | VisitEngland flickr | Enjoy England facebook | Enjoy England blog For inspirational ideas on how to fully experience England download our FREE Enjoy England iPhone app here

Email signature example

Business cards

Businesscards | Brand guidelines | 46

Business cards Business cards are available by contacting the VisitEngland Corporate Communications team.

Name and title Address Contact details Websites Social media links

Case study/ Best practice guide

Case study/Best practice guide | Brand guidelines | 48

Case study/Best practice guide Case Studies/Best practice guide can be in a landscape or portrait format. The case study cover should utilise the red block and colour coding system. The image should relate to the subject of the case study. Key elements to include on the cover are:

Sector specific imagery and rose overlay

Subject area colour and caption

Subject area colour – featured above the graphic device and holding the written word of the subject area i.e Sustainability.

Graphic device

Section indicator – above the heading a caption highlighting the sector the subject of the document is in i.e Visitor Attractions. Partner or relevant logos – to be placed in the bottom right corner that are relevant to the content. They should sit in a white box to help legibility. VisitEngland logo and caption to explain setting of the image on cover.

Landscape case study

Portrait case study Relevant logos

Case study/Best practice guide | Brand guidelines | 49

Case study/Best practice guide An example of a content page of the case study template. Elements consistently used within the case study template are: Icons – to be used when mentioning the subject they relate to, primarily in fact boxes.

Information can be pulled out using grey rounded boxes and icons

Line header – a hairline used as a header to separate the VisitEngland logo from body content. This should sit in the relevant category colour. Imagery – must relate to the content of the case study. Grey box – important copy can be highlighted by being set within a grey, rounded box.

Icons Quote device

A5 flyer

A5 Flyer | Brand guidelines | 51


A5 flyer

(2pt) header line colour coded to the subject area, and bleeds off the page to the right.

This is an example of an A5 flyer. The back of a the flyer uses a simple two column grid making it clear and user-friendly. Body copy should not be any smaller than 9pt to ensure legibility and for particular instances 12pt could be used.

(8% VisitEngland grey) The grey box helps break up the copy and pull out important information.

When the band is yellow use VisitEngland grey instead of white for legibility

Typography & sizes Main Heading: 16pt Sub heading: 10pt Body copy: 9pt Transparent rose and graphic device

For portrait VisitEngland templates, a red block can be used to sit at the edge at 45% of the width of the page

A4 booklet

A4 Booklet | Brand guidelines | 53

A4 booklet Key assets used when designing an A4 template booklet are: Icons – can be used if the area they specify are mentioned.

Transparent rose and graphic device

Line headers

Line header – a hairline used as a header to separate the VisitEngland logo from body content. This should sit in the relevant category colour. Imagery – must relate to the content of the case study. Grey box – pulled out or important copy can sit on this device to highlight section from body copy. Cover design should include elements such as the transparent rose, relevant cover image, graphic device and subject area coloured bar. See details on elements for cover designs on pages 14 – 17.

Subject area colour Graphic device

An example of a booklet design for VisitEngland accessibility communications.

Business documents

Business documents | Brand guidelines | 55

Business documents In cases where you would like to use imagery but cannot use specific imagery you can build up lots of images to create a grid effect as per the example shown. It is advised that this solution is avoided where possible and we recommend to use a full bleed image or the plain red with the transparent rose as the first solutions.

Corporate Strategy cover

Layout grid

Layout grid | Brand guidelines | 57

Layout grid Template grid structure changes dependent on the type of document you are producing. Case study The A4 landscape case studies have been set up with a three column grid. This is to utilise maximum space on the page to accommodate the copy and fact box structure. A4/A5 portrait templates For A5 templates the two column grid should be used. For A4 portrait templates a two or three column grid can be used, dependent on the content.

Landscape grid

Portrait grid

Grid | Brand Guidelines 2011 |

Grid | Brand Guidelines 2011 |

Banner stands

Banner stands | Brand guidelines | 59

Banner stands There are a range of banner stand templates available, from a generic VisitEngland design to templates that can be sector specific. Graphic device – the height of the graphic device can be extended to allow for the size of quote.

Horizontal VisitEngland logo

Transparent rose – can be used to highlight focal point of the imagery. Imagery – this should relate to the sector if the stand is sector specific. Partner logos – for legibility, these should sit in a white box at the bottom of the stand. Horizontal VisitEngland logo – is used on the stand to work best within the space it sits.

Transparent rose used to highlight focal point of imagery

Partner logos sit in a white box

Graphic device extended to hold the quotes


VisitEngland brand hierarchy | Appendix 61

Corporate VisitEngland is the organisational brand that is used to build our reputation as the lead body for tourism in England to our business and political stakeholders and audiences

Enjoy England Domestic Consumer

VisitEngland International Consumer

Enjoy England is the consumer facing brand used in domestic marketing campaigns throughout the UK.

In international markets the VisitEngland consumer - facing brand is used. We are active in several long haul markets (e.g Australia, Canada, America and New Zealand) and several near European markets.


Quality Assurance

MeetEngland promotes business visits and events. This is not a consumer facing brand, but business to business facing.

Over 25,000 properties display the Quality Rose as a sign of commitment to offering an agreed standard or service and experience.

The England Brand On behalf of the industry and based on robust consumer insights, VisitEngland has developed the England Brand. Its objective is to provide marketing partners with a consistent brand identity to adopt when promoting their destinations and tourism products in order to strengthen consumer perceptions and loyalty.

Please contact the Corporate Communications team for further information and to obtain logos and templates. Corporate Communications VisitEngland, 1 Palace Street, London SW1E 5HX T: 020 7578 1457 F: 020 7578 1401 E:

VisitEngland Brand Guidelines