Issuu on Google+


Contents The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Typography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Logo partnership . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Colour palette. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

Graphic elements . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Photography. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25

Layout example . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26

Paper stock . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27

Signage example . . . . . . . . . . . . . . . . . . . . . . . . . . . 28

Contact information . . . . . . . . . . . . . . . . . . . . . . . . . 29

Contents

1


The logo The zoo’s corporate identity is mainly typographic. Strong emphasis is placed on the main title ‘THE ZOO’. The identity geographically places the zoo as the only zoo in Northern Ireland, and provides the correct title for the zoo – Belfast Zoological Gardens. The illustrative detail in the logo is based on organic grasses and includes subtle animal elements such as the Ring-tailed lemur and Lion tails and Peacock feather. The use of the colour green acts as a link to one of the zoo’s main roles - the conservation of animals that are extinct or endangered in the wild.

The logo

2


Use of the name in copy The title ‘Belfast Zoological Gardens’ should be used when the zoo is first mentioned in all copy. The words ‘Belfast Zoo’

or ‘the zoo’ are to be used thereafter.

In advertising/promotional materials where only short body copy is required ‘Belfast Zoo’ or ‘the zoo’ is to be used.

Belfast Zoological Gardens

Belfast Zoo the zoo

All copy should be written according to the principles of the Plain English Campaign, and all zoo publications should be awarded the Plain English crystal mark.

The logo

3


Using the logo The recommended application of the logo is the core full colour identity used on a white background. The logo must always be produced from the digital master artwork. Do not scan or try to recreate using alternative typefaces and colours. Belfast Zoo Logo-pms.eps Belfast Zoo Logo-cmyk.eps

Semi-reversal When using either of the two corporate greens for a background colour, the logo can be used in a semi-reversed state.

Belfast Zoo Logo-pmsrev1.eps

Belfast Zoo Logo-pmsrev2.eps

Belfast Zoo Logo-cmykrev1.eps

Belfast Zoo Logo-cmykrev2.eps

Using the logo

4


Single colour

When a single colour version of the logo is required, for example, for a speciďŹ c printing process, only the two corporate greens should be used.

Belfast Zoo Logo-pms376.eps

Belfast Zoo Logo-pms574.eps

Using the logo

5


Mono The logo can only be produced in black as required.

Belfast Zoo Logo-black.eps

Reversed When the logo needs to be reversed out of colour,

which is neither of the corporate greens, black should

be used where possible.

For application to a third party publication please consult the zoo marketing manager.

Belfast Zoo Logo-rev.eps

Using the logo

6


Isolation area

Smallest size

There must always be a portion of clear space around the corporate identity as indicated.

To encourage exibility, there is no upper limit in size of the logo. The smallest size of the logo should no smaller than 30mm wide (w)

b Smallest size b = 30mm

a

b a = height (H) b = width (W) a

a

3.5 =

Using the logo

7


Incorrect usage The following are examples of how the logo should not appear at any time: 1 The main elements of the logo must never be altered.

2 The logo must not appear in different colours.

3 The logo colours must not be altered or swapped.

4 Drop shadows must not be used on the logo.

5 Do not slant or skew the logo.

6 Do not condense the logo.

7 Do not place the logo at an angle.

8 The logo must never be placed in a box or bordered

with a keyline.

Using the logo

8


Typography

Agenda Agenda is the chosen typeface for headline copy and can be used in these three weights; medium, bold and black. It is also used to produce outlined icons where applicable*. It was chosen for its strong appearance, clarity and its slightly fun and quirky shape. *see graphic elements section for more details on icons.

Agenda Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Agenda Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Agenda Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography

9


Helvetica Neue Helvetica Neue is the chosen typeface for body copy and can be used in these three weights; light, regular and bold. It was chosen for its clear legibility so information is easy to read.

Helvetica Neue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Typography

10


Logo partnership

In the majority of cases the Belfast City Council logo is used in conjunction with ‘The Zoo’ logo. It can be applied on the left or the right as appropriate. Both logos must always be produced from the digital master artwork. Do not scan or try to recreate using alternative typefaces and colours.

Minimum size

Exclusion area

When using the Belfast City Council logo the minimum size it should be used is 15mm. This also applies to ‘The Zoo’ logo.

The Belfast City Council logo must appear with an exclusion area. The exclusion measurement is the radius of the logo eg. if the logo has a radius of 8mm then the exclusion area will also be 8mm.

minimum size 15mm

8mm

8mm

Logo partnership

11


The white lozenge The logo pairing should always appear on a white background. The introduction of a white lozenge assists when overlaying onto images or different coloured backgrounds. This shape can be used either as a header or footer. The Belfast City Council logo should always be placed at the narrower side of the lozenge. ‘The Zoo’ logo should always sit at the side with the rounded corner.

Logo partnership

12


Colour palette

General guidelines The main corporate colour for the zoo is green. The use of the colour green acts as a link to one of the zoo’s main roles - the conservation of animals that are extinct or endangered in the wild.

r

led pape

100% recyc

These colour palettes are not exhaustive. A new colour code/palette can be used for new categories but only following permission from the zoo marketing manager.

t t.

Printed on

There is a wider colour palette that should be used when addressing other products or services offered by the zoo. Each colour palette uses a strong bright colour as an identiďŹ er (main colour) which is complemented by a darker colour to add depth.

I8 G?FKGF<> @K@@FE K D :F

1

53 18/3/08 11:06:

.co.uk

fastzoo www.bel

events.indd 1

=I@<E;J F=K?<Q FF

The Pantone and CMYK versions have been detailed for every colour palette. The following pages explain which colour palettes should be used.

Colour palette

13


Pantone

Core colour palette When any communication is to be delivered directly in relation to the zoo the colours should be used from the green palette. This colour palette should be applied to backgrounds, patterns and typography. This ensures continuity with all zoo communications and also a strong visual approach.

Corporate Light Green

Corporate Dark Green

Pantone 376 C

Pantone 574 C

CMYK C 59 M 0 Y 100 K 0

Events 2008

C 58 M 22 Y 98 K 79

C 58 M 22 Y 98 K 99

1

uk

.co. www.belfastzoo

8 11:06:53 3/08 18/3/0 18/

events.indd 1

Colour palette

14


Pantone

Friends of the zoo When any communication is required in relation to the Friends of the zoo the colours should be used from the purple palette. This colour palette should be applied to backgrounds, patterns and typograpghy. This ensures continuity with all zoo communications and also a strong visual approach.

Pantone 2655C

Pantone 2755C

CMYK C 53 M 61 Y 0 K 0

C 97 M 100 Y 0 K 0

C 97 M 100 Y 0 K 30

=I@<E;J F=K?<Q FF

Colour palette

15


Corporate partnership When any communication is required in relation to corporate partnership the colours should be used from the blue palette. This colour palette should be applied to backgrounds, patterns and typography. This ensures continuity with all zoo communications and also a strong visual approach.

Pantone Pantone 2995C

Pantone 2955C

CMYK C 83 M 1 Y 0 K 0

C 100 M 60 Y 10 K 53

C 100 M 60 Y 10 K 80

Colour palette

16


Adoption or sponsorship

Pantone

When any communication is required in relation to the Adoption or Sponsorship the colours should be used from the red palette.

Pantone 193C

This colour palette should be applied to backgrounds, patterns and typography. This ensures continuity with all zoo communications and also a strong visual approach.

Pantone 194C

CMYK C 2 M 100 Y 60 K 11

C 10 M 100 Y 55 K 39

C 10 M 100 Y 55 K 59

Colour palette

17


Photo competition

Pantone

When any communication is required in relation to the photographic competition the colours should be used from the orange palette.

Pantone 144C

This colour palette should be applied to backgrounds, patterns and typography. This ensures continuity with all zoo communications and also a strong visual approach.

Pantone 484C

CMYK C 0 M 58 Y 100 K 0

C 8 M 94 Y 99 K 34

C 8 M 94 Y 99 K 54

G?FK >I 8G?@: :FDGF <K@K@FE

www.belf astzoo.c

o.uk

Colour palette

18


Zoo membership When any communication is required in relation to zoo membership the colours should be used from the yellow palette. This colour palette should be applied to backgrounds, patterns and typography. This ensures continuity with all zoo communications and also a strong visual approach.

Pantone Pantone 131C

Pantone 154C

CMYK C 2 M 41 Y 100 K 10

C 9 M 69 Y 100 K 46

C 9 M 69 Y 100 K 66

Colour palette

19


Colour chart

PANTONE

PROCESS

PROCESS PATTERN COLOURS

Corporate Light Green

Corporate Dark Green

Corporate Light Green

Corporate Dark Green

Pantone 376 C

Pantone 574 C

C 59 M 0 Y 100 K 0

C 58 M 22 Y 98 K 79

C 59 M 0 Y 100 K 15

C 58 M 22 Y 98 K 99

Pantone 2655C

Pantone 2755C

C 53 M 61 Y 0 K 0

C 97 M 100 Y 0 K 0

C 53 M 61 Y 0 K 15

C 97 M 100 Y 0 K 30

Pantone 2995C

Pantone 2955C

C 83 M 1 Y 0 K 0

C 100 M 60 Y 10 K 53

C 83 M 1 Y 0 K 15

C 100 M 60 Y 10 K 80

Pantone 144C

Pantone 484C

C 0 M 58 Y 100 K 0

C 8 M 94 Y 99 K 34

C 0 M 58 Y 100 K 10

C 8 M 94 Y 99 K 54

Pantone 193C

Pantone 194C

C 2 M 100 Y 60 K 11

C 10 M 100 Y 55 K 39

C 0 M 100 Y 48 K 21

C 10 M 100 Y 55 K 59

Pantone 131C

Pantone 154C

C 2 M 41 Y 100 K 10

C 9 M 69 Y 100 K 46

C 2 M 41 Y 100 K 20

C 9 M 69 Y 100 K 66

PRIMARY

SECONDARY

PRIMARY

SECONDARY

PRIMARY PATTERN

SECONDARY PATTERN

Colour palette

20


Graphic elements

Pattern

PRIMARY PATTERNS

SECONDARY PATTERNS

Detailing of animal patterns brings an extra dimension to visual material and adds an element of fun to the brand language. The base colour can be selected from the primary or secondary palette with the relevant relating colour pattern placed on top.

Graphic elements

21


Graphic shapes Graphic shapes are used throughout the brand to mostly house body copy and images. They should be offset and have rounded edges. A stroke in the appropriate colour may be used to border the graphic shapes. Overlapping can occur as long as it doesnâ&#x20AC;&#x2122;t make the composition too complicated/busy.

This leaflet

is printed on

100% recycle

d paper.

Graphic elements

22


Text icons Text icons are instrumental in the application of this brand. There are several ways to achieve the display headings shown opposite. One method is outlined below.

Using Adobe Illustrator 1. Select Agenda Black as your typeface 2. Set text 3. Create Text to outlines 4. Make compound path 5. Apply outer stroke with rounded cap and join 6. Fill with colour of choice

Graphic elements

23


Characters Our zoo characters form part of our broader brand language that the zoo is fun, friendly and educational. They can communicate to everyone, but primarily they work best for communications which are aimed at children and/or for educational purposes. They do not need to appear on every communication that is produced, but rather they can be used when appropriate for communications such as publications, online and shop merchandising.

Pictured from left to right: Emer the Lemur, Cecil the Snake, Geri the Giraffe, Brian the Lion and Percy the Penguin.

Graphic elements

24


Photography

The zoo has a library of approved primary photography.

It is preferable that all images used in communications

are from the zoo library to ensure they are not misleading.

Please contact the zoo marketing manager to access

the images.

However, should there be an instance where new images

are required, or images need to be purchased, this must be

discussed and approved by the zoo marketing manager

prior to usage.

Photography

25


Layout examples

Belfast Zo o is open all year, except for Christmas and Boxin Day g Day. 21 March to Septem ber 2008 10am to 7pm (the last entry into the zoo is at 5pm). The anima l houses close at 6pm. October 2008 to Ma rch 2009 10am to 4pm (the last ent into the zoo is at 2.30pm ry The anima ). l houses close at 3.30pm .

Comin for the M2 and West follow the directions until junction 2. Link. Stay on the M2 the zoo from the M2. Follow the signs to

With a const is a walk-through our rainforest house . tropical landscaping exhibition with lots of welcoming experience It offers a warm and wildlife. and s visitor both for

coati White-nosed America. e from South family Coatis com the raccoon member of their They are a s. They use ellent climber d such as fruit, and are exc foo for ing to search long noses They are com small animals. and cts s. inse the Netherland to Belfast from k

o.u elfastzoo.c site at www.b Visit our web r arrival. update on thei for the latest

see include: Animals you will ed sloth; • Jasmine, the two-to • fruit bats; • reptiles; and • exotic birds. Visit the website at k www.belfastzoo.co.u for the latest update.

ilities Our fac Café.

www.belfa

stzoo.co.uk

Opening hours all year, except for Belfast zoo is open Boxing Day. Christmas Day and

Newtownabbey

A2 Belfast Road

M5

er to March Octob is A6 Antrim Road Holywood into the zoo last entry A21 to Bangor 10am to 4pm (The George Best Cavehill at 2.30pm.)

Country Park

M3

Belfast City Airport

Newtownards

Belfast Enniskillen, M1 Dublin

Lisburn

Events

ed sloth

HAVE W IL DAY OA UT ! D

Carrickfergus

M2

L’Derry

• The Ark House. • The Mountain Tea • The Zoovenir Shop. ound. • Children’s playgr • Picnic areas. rs. • Wet-weather shelte s. • Wheelchair acces • First aid. ing facilities. chang baby r-and• Mothe • Free car parking. • Glass recycling. need to will (you ers • Mobility scoot book in advance).

events throughout We hold a variety of , about our latest events the year. To find out or visit our website phone 028 9077 6277 .co.uk. at www.belfastzoo

r.

Be lfa st Lo ug h

se es, rest hou Rainfoant temperature of 27 degre

from If you are travelling n 2 off Belfast, take junctio follow the M2 motorway and the signs to the zoo.

ed pa pe

d paper.

Ring-tailed lemurs, from Madagascar

leaf

le h or westt is printed on 10 By car from the sout 0% re the M1, cycl g towards Belfast on

gall Square West) From the City Hall (Done t, take any of the in the centre of Belfas – numbers following Metro buses 2a & 2b. or h g, f, e, d, c, 1a, b, along the These buses will travel stop at the zoo. Antrim Road and will .uk for more Visit www.translink.co journey details.

By car from Belfast

l New arriva

White-nosed coati, from South America

This

By bus

Our animals

Come and see our: s; • elephants and giraffe tigers; • big cats - lions and ins; • sea lions and pengu s; lemur iled ring-ta • • primate trail s; gorillas and chimpanzee • monkey walk; and • free-flight aviary; . • Malayan tapirs

car site Byw.b ww t from the north, elf astinto way zooBelfas .co.uk The zoo is or On phothe ne 028 the M2. n 4 7on627 take junctio907 7. signposted from here.

% recycle

a modern zoo. Today, Belfast Zoo is in the worldwide We are taking our place s of animals that are effort to protect specie We take part in 94 in danger of extinction. throughout the world breeding programmes falling numbers of and help protect the species on earth.

For more information on group rates and zoo memb ersh plea h check our se web from theipnort

Lily the Bar bary Barbary lions lion at nine wee ks old. are extinct in the wild .

ational breeding • We take part in intern protect programmes to help s. endangered specie of conservation ness aware raise • We l world. issues in the natura y aigns to raise mone • We organise camp s and habitats. for endangered specie animals get the our • We make sure e. welfar and best possible care environmental • We deliver the best and research. education, training

ted on 100

visitor attractions in As one of the oldest visitors have fond Northern Ireland, many the gardens, which have memories of visiting ls since 1934. anima to been home

What we do

tion is prin

dens Belfast Zoological Gar is home to over 140 of st mo l, types of anima d in which are endangere . their natural habitat

We want to make sure that our services are available to everyone. We can prov ide our leaf lets in Bra Daisy CD, ille, on audio tape and in larg print. To ask e for one of these form please pho ats, ne 028 907 8 2082. If you hav e hearing difficulties, phone us you can through Typ etalk betw 9am and 4pm een , Monday to Friday. Phone 180 01 0280 9077 627 7. ©Belfast Zoo logical Gar dens. You cannot copy any photograph in this leaf let without our permissio n. Belfast Zoo logical Gar dens is funded by Belfast City Council.

This publica

21 March to Septem Adult £ 8.1 ber 2008 0 Child (age d 4-17 yea rs) £4.30 October 2008 to March 200 Adult is £6. 9 70 Child (age d 4-17 yea rs) £3.40 Children und people wh er four years old , o are dis abled and people age d have to pay over 60 do not .

Belfast Zo ological Gardens Antrim Ro ad Belfast BT 36 7PN Phone: 028 9077 627 Fax: 028 7 903 Email: info 7 0578 @belfastzoo. www.belf astzoo.co co.uk .uk

Californian sea lions, ers. Ariel and baby Snick

Year, on of the ards 2007. r Attracti urism Aw • Visito 07, Ireland To ction 20 Northern itor Attra ards. Vis d lan Aw rthern Ire d Tourism • Best No Ireland Travel an ern rth No Year, on of the r Attracti Awards 2007. • Visito t Gong Go Belfas

Jasmine, the two-to Front cover: Gentoo penguin, native of the Falkland Islands.

www.belfastzoo.co.uk

Layout examples

26


Paper stock

The use of paper stock will vary depending on the requirements for each individual project. However, 100 per cent recycled, uncoated stock is the preference.

Paper stock

27


Signage

examples

Signage examples

28


Contact information

For further information on applying the zoo brand guidelines please contact: Joy Bond Business Development OfďŹ cer Tel: 028 9077 6277 Email: media@belfastzoo.co.uk Belfast Zoological Gardens Antrim Road Belfast BT36 7PN

Contact information

29


Zoo Brand Guidelines