Greater Manchester Doing Things Differently re-brand by Luke Harrison

GM Visual Brand Framework Toolkit: Our Brand Guidelines

Brand Guardians When should the Greater Manchester Doing Things Differently be used? Working with Partner Organisatons

Introduction

A Starting Point Refinement, Strengthening & Articulation

Section 1 Our Strategic Narratives & Visual Brand Framework Section 2 Our Core Brand Assets

03 04 05

07 08 08

2.1 Our Colour Palette 12 2.2 Contrast and Colour Accessibility 15 2.3 Our Corporate Font 19 Our Secondary Font 22 2.4 Our GM Master Brand Logo 23 2.5 Our Greater Manchester Bespoke Logo System 25 2.6 Our Greater Manchester/pan-GM & Key Promise Areas Iconography 27 2.7 Our Photography 30 2.8 Our Core Typography 32 2.9 Infographic Iconography 33

Section 3 Our Brand Guidelines

3.1 GM Brand Logo Positioning Golden Rules Maintaining Master GM Brand Logo Standards Descriptor Flexibility of Implementation & Safe Area Minimum Size 3.2 Tone of Voice: A Clearly Defined Narrative

35 35 36 37 38 38 39

Section 4 Our Brand in Action

4.1 Our Master Grid: A Clearly Defined Approach 4.2 Our Key Promise Iconography in Action 4.3 Page Layout, Working with Our Core Assets 4.4 Designing Our Brochure and Document Covers Greater Manchester/pan-GM Cover Options General branded Key Promise Area Cover Options Dual Branded Key Promise Areas Cover Options Dual Branded Collaboration Covers 4.5 Designing Our Brochures and Documents 4.6 Extending Our Brand Out in Print Applications 4.7 Applying Our Visual Brand Framework Toolkit Digitally

42 45 46 47 48 50 52 53 54 60 63

Brand Guardians The Greater Manchester Combined Authority (GMCA) Communications and Engagement team manage the following six aligned brands: • GMCA • Mayor of Greater Manchester • Greater Manchester Fire and Rescue Service (GMFRS) • Recycle4GM • Greater Manchester Victims Services • Greater Manchester “the place”: consisting of 10 borough councils and the Mayor, the NHS, transport, police, fire service, businesses, and the community and voluntary sector working together.

Level 1

These guidelines should be used in conjunction with our GM Visual Brand Framework assets, to build brand equity and ensure a consistent approach. However, these guidelines don’t aim to be prescriptive, rather they serve as a guidance for designers, allowing them to utilise the Visual Brand Framework within literature, documents, presentation, websites, social media channels and campaigns to appeal to audiences. They deal with structure and how information and content should be represented – with a view to promote Greater Manchester as a place of progressive thinking and pioneering ideas, where everyone can fulfill their potential. If unsure about aspects relating to the Visual Brand Framework, speak to the Communications and Engagement team at GMCA for further guidance and advice at GMdigital@greatermanchester-ca.gov.uk.

Level 2 Organisations

Level 3 Organisations

When should the Greater Manchester Doing Things Differently be used?

Level 2 Organisations Organisations in this section are â&#x20AC;&#x2DC;pan-GMâ&#x20AC;&#x2122;. Their work affects all 10 Boroughs of Greater Manchester and each have their own established and strong identity. Where more than one organisation is working collaboratively with organisations from section two, the Greater Manchester (GM) Doing Things Differently brand should be employed.

Level 3 Organisations Organisations in section three also have their own strong and established identities which resonate locally. Campaigns and projects where two organisations from section two and three are working together can be co-branded. E.g. if GMFRS and Rochdale Council are doing a targeted campaign about bin fires in an area of Rochdale, then Rochdale Council and GMFRS logos can be used side by side. However, if several agencies from sections two and three are involved then the GM Doing Things Differently brand should be employed. 04

Working with Partner Organisations Protecting our wildlife

There will be occasions when the GM Doing Things Differently brand will need to be used in conjunction with other partner organisations, such as commercial companies, charitable organisations, educational institutions or national government departments, on collaborative projects. For example, Lancashire Wildlife Trust, GMCA, Electricity North West or University of Manchester.

Conservation work and expertise increases biodiversity in the region

Protecting our wildlife Conservation work and expertise increases biodiversity in the region

If you are uncertain about how to implement partner brands, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Connecting the region

Connecting the region Powering opportunity for business, in an increasingly digital world

Powering opportunity for business, in an increasingly digital world

Avoiding logo soup

Dual Branded

There will be instances when several partner logos will need to be incorporated into communications. Instead of crowding the covers of documents, or the opening slides of presentations, we have devised an alternation solution. All partner logos should be displayed in an orderly fashion, giving each equal visual representation. We propose these are placed on the inside front cover or the back page of printed material. In slide presentations, they should have there own dedicated slide.

More information about dual branded collaborative material can be seen on page 52. These examples demonstrate how the ‘Green’ Key Promise Area branding can be used alongside the relevant government department logo and how the ‘Digital’ Key Promise Area branding can be used in collaboration with the Virgin Media logo.

â&#x20AC;&#x153;Alone we can do so little; together we can do so much.â&#x20AC;? Helen Keller Author, Political Activist, and Lecturer

Section 1

Introduction

Section 1

Introduction

A Starting Point

As part of the ongoing Greater Manchester Strategy Review, a Brand Framework has been approved in order to develop succinct, top-level Strategic Narratives for each of our 11 Key Promise Areas, namely: 1ageing, 2culture, 3digital, 4economy, 5 green, 6health & care, 7housing, 8safe & strong communities, 9 transport, 10work & skills, 11young people, plus a Greater Manchester/pan-GM narrative to tie them all together. To ensure Greater Manchester’s shared story, is more shareable, a set of clear and compelling narratives have been developed – built on detailed strategies and plans – resulting in a messaging framework, which can be flexed and adapted, ensuring the core themes and key messages remain consistent and engaging. They are specific to each of the Key Promise Areas but aligned to one overall city region story.

Refinement, Strengthening & Articulation Utilising the Key Promise Areas & Greater Manchester/pan-GM Strategic Narratives, we have evolved and strengthened the GM Visual Brand Framework to ensure that all visual communications, whether at a local, regional, national or international level, are essentially ‘singing from the same hymn sheet’. It is of paramount importance that the ‘voice and image’ of the region are at one. In order to meet the above objective, we have built a Visual Brand Framework that accurately reflects the ambition and vision of the Greater Manchester region. The evolved identity is wholly inclusive and represents all 10 Boroughs equally well. The refined and expanded toolkit is capable of consistently articulating the brand across all communication channels.

Section 1

Introduction

Our Commitment

Our Strategic Narratives & Visual Brand Framework The Pan-Greater Manchester Strategic Narrative – a shared story of Greater Manchester and for Greater Manchester – was created following a great deal of work with the mayor and more than 300 stakeholders, who were all invited to participate and contribute. It is the Strategic Narrative that has informed much of the creative work and thinking around the development and reinvigoration of the expanded Visual Brand Framework set out in these guidelines. It is vitally important that these two components are closely related in terms of the way in which one informs the other. We would advise that any organisation or individual implementing the visual aspect of the Greater Manchester Brand, have knowledge of, or access to, the Strategic Narratives for the Greater Manchester/ pan-GM & 11 Key Promise Areas – not to do so could be considered counter-productive when our ultimate aim is to present a consistent and cohesive brand for the Greater Manchester Region. To be successful, we want people, organisations, communities and businesses – within the region, nationally and internationally – to recognise and value our brand. To achieve this outcome, we must manage the implementation, and control all aspects of the brand to protect its integrity.

Vision (GM Strategy): ‘To be one of the best places in the world.’ For our ‘customers’: in which to invest, do business, study and visit

For our population: to grow old, get on and grow old

Shared story of our city-region: A place of progressive thinking and pioneering ideas, with the original-modern city at its heart, where everyone can achieve their potential

Our values/principles A place of ideas and innovation where we think and do things differently

A place that cares, where everyone can achieve their potential

Inclusive and welcoming to all

A productive economy in which business thrives

A place of positive partnership and strong networks

A green, clean and safe region

Evidence in support of values/principles – Develop health and social care system response to Arena attack – Commitment to free travel for 16–18 year olds

– City of firsts: graphene, split atom – Radical: Suffragette/ co-op – Largest CDTI hub outside London – International culture, music and sport

– 200 languages spoken – 20% population BAME – Pride festival, 25 years – International student population – This is the place

– UK’s leading city for attracting FDI outside London – Four universities – 100k students – Concentration of $1bn unicorns e.g. A0.com, AutoTrader, The Hut Group

For our ‘customers’: in which to invest, do business, study and visit

– Access to four National Parks – Commitment to congestion plan and Beelines, largest cycling network in the UK

For our population: to grow old, get on and grow old

Communicating about and within Greater Manchester to local, regional and national audiences

Marketing Greater Manchester to national and international audiences

Brand: Manchester

Brand: Greater Manchester

Our key products: – Creative, Digital and Technology – Financial, Professional and Business Services – Advanced Manufacturing – Life Sciences and Healthcare

Our key promises: – Every child gets a good start in life – All young people are equipped for life – Older people are valued and it’s a great place to grow old – People are healthy, independent, and in fulfilling jobs – Everyone has a decent and affordable home in a safe and strong community, with quality care and support if they need it – There’s a thriving and productive economy and a great leisure and cultural offer in all parts of Greater Manchester – It’s easy to get around or green city region – We’re digitally connected

Our key themes: – Culture, Music and the Arts – Sport – LGBT

Audiences Investors

– International connections –S trong civic leadership – Private/public partnerships e.g. Health Innovation Manchester

Business conference organisers

Influencers & Intermediaries

Audiences Leisure visitors

Students

Partners & colleagues

Campaigns Invest | Meet | Study | Visit

Service providers & business

Influencers

Media

Residents & community influencers

Campaigns Transport | Homelessness Cross cutting themes: Green, growth, digital

Section 1

Introduction

Our Visual Brand Framework

In order that the reinvigorated and expanded GM Visual Brand Framework gains traction, it must be implemented consistently – the assets and components are clearly defined and should be carefully managed – only then can we expect to increase brand equity and recognition. The new toolkit is comprehensive and adaptable, and it offers flexibility of application for those charged with implementing the brand. These guidelines set out the various elements and assets that constitute our new ‘look and feel’. Ultimately, it is what differentiates us and presents a unique personality. By developing a robust and well articulated framework, we can also incorporate an element of ‘stretch’ – that is to say, it should encourage evolvement of the toolkit over time – a crucial consideration for strengthening the identity was that it remain fresh over a period of time. Immerse yourself in these guidelines and embrace the identity’s individualistic and distinctive spirit.

Comprehensive

Flexible

Adaptable 10

Section 2

Our Core Brand Assets In the following section we introduce our core brand assets, the elements that help define and shape the GM Visual Brand Framework. 11

Section 2.1

Our Core Brand Assets

Ten Boroughs Titanium CMYK: 58 / 48 / 48 / 40 RGB: 92 / 91 / 90 HEX: 5C5B5A

Rochdale

Our Colour Palette The colour palette, consisting of 13 colours, has been selected to align with our brand values, and create a certain visual tone. The Key Promise Area colours are bright and modern; they represent a selfassured and confident brand. Primary Colours Ten Boroughs Titanium and Ten Boroughs Turquoise have been selected to represent the 10 Boroughs that make up the Greater Manchester region. Titanium is neutral and works well alongside our expansive and vibrant Key Promise Areas colour palette. Turquoise is a bold accent colour that brings flexibility when working with the Greater Manchester/ pan-GM brand.

Bolton

Oldham Wigan Salford Manchester

The Greater Manchester/pan-GM icon always appears in Ten Boroughs Turquoise rather than the Ten Boroughs Titanium.

Tameside

Trafford

Ten Boroughs Titanium may also prove to be a useful secondary colour when working within any of the Key Promise Areas. It is important when implementing colour that issues relating to legibility and accessibility are taken into consideration. It is permissible to use the colour at full strength or as a percentage tint. Always consider legibility and accessibility and whether type should reverse out or read on. Every situation should be judged on its own individual merit.

Bury

Stockport Ten Boroughs Turquoise CMYK: 90 / 0 / 50 / 5 RGB: 0 / 156 / 144 HEX: 009C90

Section 2.1

Our Core Brand Assets

Key Promise Areas Colour Palette The Key Promise Areas colour palette is clearly defined. Each colour has been carefully selected to represent a single Key Promise, as such these colours are not interchangeable. However, if a communication encompasses more then one Key Promise, for example, ECONOMY (rich maroon) and GREEN (green space), it is permissible to use both colours alongside one another.

Culture

Digital

Festival Pink

Silver Baby

CMYK: 10 / 65 / 00 / 00 RGB: 222 / 120 / 174 HEX: DE78AE

CMYK: 33 / 18 / 25 /07 RGB: 175 / 185 / 182 HEX: AFB9B6

Please see Section 4 for examples of how to implement colour correctly. It is important when implementing colour that issues relating to legibility and accessibility are taken into consideration. It is permissible to use the colour at full strength or as a percentage tint. Always consider legibility, accessibility and stand out, following the rules on whether type should reverse out or not. For example, to conform to rules on accessibility, some colours use ‘black text on’ while others, ‘white text out’. For more information on accessibility please see page 15.

Green Green Space CMYK: 80 / 25 / 100 / 15 RGB: 50 / 123 / 15 HEX: 327B0F

Ageing

Health & Care

Grandma Olive

Warm Blue

CMYK: 48 / 38 / 100 / 15 RGB: 139 / 129 / 34 HEX: 8B8122

CMYK: 95 / 54 / 00 / 00 RGB: 00 / 102 / 177 HEX: 0066B1

Housing

Safe & Strong Communities

Transport

Work & Skills

Economy

Young People

Red Brick

Plum Happy

Tram Yellow

Brilliant Orange

Rich Maroon

Fresh Lime

CMYK: 02 / 90 / 96 / 00 RGB: 227 / 51 / 23 HEX: E33317

CMYK: 76 / 100 / 25 / 15 RGB: 90 / 35 / 99 HEX: 5A2363

CMYK: 00 / 30 / 100 / 00 RGB: 251 / 186 / 00 HEX: FBBA00

CMYK 0 / 67 / 93 / 0 RGB 237 / 100 / 28 HEX: ED641C

CMYK: 25 / 100 / 75 / 25 RGB: 155 / 23 / 45 HEX: 9B172D

CMYK: 35 / 17 / 95 / 00 RGB: 185 / 184 / 39 HEX: B9B827

Section 2.1

Our Core Brand Assets

Our Colour Palette as Percentage Tints Pan GM Ten Boroughs Titanium

Pan GM Ten Boroughs Turquoise

Ageing Grandma Olive

Culture Festival Pink

Digital Silver Baby

Green Green Space

Health & Care Warm Blue

Housing Red Brick

Safe & Strong Communities Plum Happy

Transport Tram Yellow

Work & Skills Brilliant Orange

Economy Rich Maroon

Young People Fresh Lime

Section 2.2

Contrast and Colour Accessibility

Contrast and Colour Accessibility Contrast and colour use are vital to accessibility. Audiences, including users with visual disabilities, must be able to access content in digital and print communications. We need to ensure that, as standard, we meet the WCAG 2.1 Level AA, which requires a contrast ratio of at least 4.5:1 for Normal Text and 3:1 for Large Text. Large Text is defined as above 14 point for bold weighted text, or above 18 point for regular weighted text. Normal Text is defined as anything below these sizes but a minimum of 12pt should be used in all instances including all printed material.

Pan-GM

Ten Boroughs Titanium HEX: 5C5B5A

Ten Boroughs Turquoise HEX: 009C90

White text on solid coloured

White text on tint (80% maximum)

White text on tint

Black text on solid colour

Coloured text on white background

Coloured text on tint (20% maximum)

This section sets out simple do’s and don’ts that make it clear how the colour palette is affected by accessibility and how to avoid any problems. Please note, under the official Accessibility Guidelines, there isn’t a requirement for logos to conform to the contrast rules.

Section 2.2

Contrast and Colour Accessibility

Ageing

Culture

Digital

Green

Grandma Olive HEX: 8B8122

Festival Pink HEX: DE78AE

Silver Baby HEX: AFB9B6

Green Space HEX: 327B0F

White text on solid colour (Large text only)

White text on solid colour

White text on tint

White text on tint (Large text only / 80% maximum)

Black text on solid colour

Black text on solid colour (Large text only)

Coloured text on white background (Large text only)

Coloured text on white background

Coloured text on white background (Large text only)

Coloured text on tint (Large text only / 20% maximum)

Coloured text on tint

Coloured text on tint (Large text only / 20% maximum)

Coloured text on Ten Boroughs Titanium

Coloured text on Ten Boroughs Titanium (Large text only)

Coloured text on Ten Boroughs Titanium

Section 2.2

Contrast and Colour Accessibility

Health & Care

Housing

Safe & Strong Communities

Transport

Warm Blue HEX: 0066B1

Red Brick HEX: E33317

Plum Happy HEX: 5A2363

Tram Yellow HEX: FBBA00

White text on solid colour

White text on solid colour (Large text only)

White text on solid colour

White text on tint (Large text only / 80% maximum)

White text on tint (70% maximum)

White text on tint

Black text on solid colour (Large text only)

Black text on solid colour

Coloured text on white background

Coloured text on white background (Large text only)

Coloured text on white background

Coloured text on tint (Large text only / 20% maximum)

Coloured text on tint

Coloured text on tint (40% maximum)

Coloured text on tint

Coloured text on Ten Boroughs Titanium

Coloured text on Ten Boroughs Titanium (Large text only)

Section 2.2

Contrast and Colour Accessibility

Work & Skills

Economy

Young People

Brilliant Orange HEX: ED641C

Rich Maroon HEX: 9B172D

Fresh Lime HEX: B9B827

White text on solid colour (Large text only)

White text on solid colour

White text on tint

White text on tint (70% maximum)

White text on tint

Black text on solid colour

Coloured text on white background (Large text only)

Coloured text on white background

Coloured text on tint

Coloured text on tint (20% maximum)

Coloured text on tint

Coloured text on Ten Boroughs Titanium

Coloured text on Ten Boroughs Titanium (Large text only)

Section 2.3

GM Our Core Brand Assets

Our Corporate Font

Section 2.3

Our Core Brand Assets

Our Corporate Font Introducing the Colfax family of fonts: a refined oval geometric sans-serif typeface designed by Eric Olson and released through Process Type Foundry in 2012. The typeface is available in six weights – thin, light, regular, medium, bold and black – each with corresponding italic versions. We don’t recommend the think or black weights are used. The family of fonts has been selected for its legibility and versatility both on and off screen. It’s an excellent choice as the ‘range’ of weights allows the designer to introduce emphasis and hierarchy into layout. Ultimately, this will strengthen our corporate style and increase visual recognition throughout our multi-channelled communications. Always consider the intended audience when it comes to the hierarchy of messaging and information – it’s imperative that restraint is exercised when considering the number of weights utilised in any given communication or layout. In instances when Colfax is unavailable, Arial is permissible as a substitute font. Arial is not an alternative and should only be used in extreme circumstance. Typographic styling, in terms of choice of weight, colour and size, as showcased in these guidelines, should be adhered to as closely as possible when using the substitute font.

Colfax – Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Colfax – Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Colfax – Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Colfax – Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Section 2.3

Our Core Brand Assets

Our Coroprate Font in Action

Active, clean and green spaces for everyone 2020 Strategy for Greater Manchester

ÂŁ6bn Green technologies and services â&#x20AC;&#x201C; a thriving and growing sector within Greater Manchester

Home to the pioneers and the pioneering: A centre of ideas, invention, research and industry, Greater Manchester has throughout history been home to the pioneers and the pioneering. A community of creators and makers, inventors and innovators, creatives and radicals. Where innovations, products, services and solutions are not only invented and created, but prototyped, tested, commercialised and industrialised, manufactured and distributed. This is a place where innovation is enabled, ideas get made and the impact is global.

Where great minds meet: A city of firsts and pioneering partnerships, where the atom was split, Rolls met Royce, the first programmable computer was created, graphene was discovered, the first professional football league was introduced. Greater Manchester is and has always been a place of ideas and innovation. Where great minds meet, connect and come together to break new ground, push the boundaries, progress new ideas and challenge established thinking.

Business and businesses for a modern world: Greater Manchester is a place of and for modern business. With specialisms, centres of excellence and established business clusters in Creative, Digital and Tech, Advanced manufacturing and Professional Services, the city region is rich in the specialist talent, skills and services that modern business and businesses need to adapt, grow and thrive in the 21st century. A place of start ups, scale ups and big business: A place of enterprise and entrepreneurship with history of international trade, where starting out, scaling up or going global is made easier, thanks to good transport links and unrivalled connectivity opening up access to a national and global marketplace.

Section 2.3

Our Core Brand Assets

Our Secondary Font

Miller Text – Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

We have introduced a secondary font, Miller. The reason for doing so is to bring a different dynamic to layout. Although Miller should be used sparingly, in instances such as pull quotes or graphic text, it can be utilised to draw attention to, or highlight, particular text matter. It is not acceptable under any circumstance to switch the emphasis so that Miller becomes our lead font and Colfax the support font. In application terms, think of Miller as an accent font, in the same way you would an accent colour.

Miller Text – Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 PART FIVE

Greater Manchester, a cradle of culture and creativity

Culture

“In an ever-troubled and Bringing life to Greater Manchester changing world, culture is a foundation in what it is to be and Greater Manchester to life Greater Mancunian – outward

facing, welcoming and diverse. Culture allows us to express ourselves and forge our way in the world.”

60% Greater Manchester’s population engage with culture

Andy Burnham, Mayor of Greater Manchester

“Our city region’s diversity is one of our

Section 2.4

Our Core Brand Assets

Our GM Master Brand Logo The GM Brand Logos are interchangeable in order to represent the Greater Manchester/pan-GM & Key Promise Areas in communications. The structure, colour and elements of these 12 logos are predetermined. In order to protect their integrity, do not make any attempt to adjust the typography, colour, or the relationship of the various components that make up each logo. The logos are modular, in that the ‘Doing Things Differently’ tagline has been adjusted for each of the Key Promise Areas and can be selected to communicate and reinforce that Greater Manchester is ‘Doing Things Differently’ in these areas. When implementing any GM Brand Logos please give consideration to the hierarchy of layout. It is vitally important that logos are clearly visible and free from clutter. Examples of good practice in implementation are demonstrated in the following pages. Please note: set out in this section are the master versions for each GM Brand Logo in both colour and reversed out options.

Shorthand Version There will be instances, for example, on social media channels as a favicon, when we need to use a shorthand version of the GM Brand Logo. Although the shorthand version is an approved asset in the toolkit, the application of this logo should be limited. It is not an alternative to the master GM Brand Logo and has been created out of necessity for social channels. 23

Section 2.4

Our Core Brand Assets

Our Key Promise Areas Logo options in approved colours from the palette

Reversed out versions

Section 2.5

Our Core Brand Assets

Our Greater Manchester Bespoke Logo System As an extension of the GM Brand Logos, to ensure we maintain visual consistency, it is acceptable to create a bespoke logo. The creation of these logos is permissible in extraneous circumstances and remain subject to strict brand guidelines. In this section we set out the parameters for creating such logos and demonstrate, in principle, when significant campaigns, initiatives and charters require their own branding and how to go about generating a relevant logo. The purpose for taking this approach is to avoid possible confusion or conflict with the 11 Key Promise Icons. It also helps to take us away from clichéd and tired solutions, as well as disparate and unrelated options.

GRAPHIC AREA

EQUALITY PANEL

DOING THINGS DIFFERENTLY FOR GREATER MANCHESTER’S COMMUNITIES

GRAPHIC AREA

YOUNG PERSON’S GUARANTEE DOING THINGS DIFFERENTLY FOR GREATER MANCHESTER’S YOUNG PEOPLE

To help with creation and to provide consistency, we have designed some examples of our Bespoke Logo System in action. Please note, the typestyles and block capitals remain consistent with the GM Brand Logos, and in principle are a simple adaptation of that set of approved Logos that represent the Key Promise Areas. GRAPHIC AREA

Bespoke logos should only be adopted with approval through the Comms and Engagement Team.

Section 2.5

Our Core Brand Assets

The ‘initiative’ name – in this case the ‘Violence Reduction Unit’ – should replace ‘Greater Manchester’. The strapline should follow the following principle: ‘Doing Things Differently For Our Communities’ (GM Brand Logo) becomes, ‘Doing Things Differently For Greater Manchester’s Communities’ (Bespoke Logo) – and remains sandwiched between two rules. ‘Doing Culture Differently’ (GM Brand Logo) becomes, ‘Doing Culture Differently in Greater Manchester’ (Bespoke Logo). The rulework is either governed by the strapline, if that is longer than the initiative name, or if the initiative name is the longer element, then the rules are extended.

VIOLENCE REDUCTION UNIT DOING THINGS DIFFERENTLY FOR GREATER MANCHESTER’S COMMUNITIES

Colour should also be taken from the approved palette. In the instance of ‘Violence Reduction Unit’, Plum Happy, representing Safe & Strong Communities. In the instance ‘Young Person’s Guarantee’, Fresh Lime, representing Young People.

V V V

VVV

Please see the option set out in this section, as these demonstrate the principles set out above, when creating a bespoke logo.

DOING THINGS DIFFERENTLY FOR GREATER MANCHESTER’S COMMUNITIES

In terms of symbol generation, we have provided some ideas for the ‘Violence Reduction Unit’, and set out the principle for the ‘graphic area’ (the dedicated square area in which the symbol is contained – the same principle applied to the creation of the 11 Key Promise Areas Logos), and the alignment of the graphic area with two and three line bespoke logo options.

VIOLENCE REDUCTION UNIT VIOLENCE REDUCTION UNIT DOING THINGS DIFFERENTLY FOR GREATER MANCHESTER’S COMMUNITIES

Section 2.6

Our Core Brand Assets

Our Greater Manchester/ pan-GM & Key Promise Areas Iconography As an integral part of our Visual Brand Framework, we have created a range of 12 icons. The first of which represents the Greater Manchester/pan-GM Strategic Narrative; this icon should be utilised when we are talking about all, or a number of, the Key Promise Areas. The others each represent one of the 11 Key Promise Areas. The icons are a visual reference and consist of a single device (within a square shape). They are colour coded and aligned to the secondary colour palette. All master icons are predetermined in style, shape and form and under no circumstances should they be modified, redrawn or distorted. The Greater Manchester/pan-GM Narrative Icon, is the default option and should be utilised when a communication contains a number of Key Promise Areas, i.e. more than two (duel branded publications are acceptable).

Greater Manchester/ pan-GM

Ageing

Culture

Digital

Economy

Green

Health & Care

Housing

Safe & Strong Communities

Transport

Work & Skills

Young People

The remaining 11 Key Promise Area Icons each represent a strand of the Strategic Narrative, and should only be used in conjunction with communications relating directly to that Key Promise Area.

Section 2.6

Our Core Brand Assets

Iconography Implementation For decorative and display purposes, the individual icon devices are removed from the constraints of the square shape in which they were created. The graphic devices are incredibly versatile and dynamic, bringing pace, interest or clarity to layout. Implementation can range from adding emphasis to statistical information, or dynamic and graphical elements to layout. It is important when implementing the colour devices that issues relating to legibility and accessibility are taken into consideration. It is permissible to use full strength colour devices or as a percentage tint. Always consider legibility â&#x20AC;&#x201C; every situation should be judged on its own individual merit. Please see the section â&#x20AC;&#x2DC;Our Brand in Actionâ&#x20AC;&#x2122; for further examples of how to implement our iconography correctly. The icons are a highly-visible devices, offering great flexibility for signposting, or adding interest or dynamic elements into layout.

The icon can be used to create pattern, both regular and irregular. They can be set out in various configurations, either at full strength or in regular or irregular percentage tints. We would encourage creativity. 28

Section 2.6

Our Core Brand Assets

Our Iconography in Action They can be used as a window to A house photography or illustrations

They can house statistics, H quotations or pull quotes

7,000,000

+15% 6,000,000

5,000,000

50% (3.2m) 61% (3.4m)

4,000,000

3,000,000

39% Reduction in CO2 emissions in the last 30 years in Greater Manchester

2,000,000

50% (3.2m) 39% (2.2m)

1,000,000

B or create large statistics Now

2040

G They can bring added interest to charts and graphs

Used as a device to illustrate A 29

Section 2.7

Our Core Brand Assets

Our Photography

Section 2.7

Our Core Brand Assets

Our Photography Photography is a powerful component in the Visual Brand Framework, not least because a strong image can communicate with immediacy, breaking down language barriers and cultural nuances. In short, they play an important role in painting an accurate picture of the region and the communities living within them. Photography needs to be reflective of the communities we represent and communicate that Greater Manchester is one of the best places to grow up, get on and grow old. People & Places

Represent Diversity

The general rules when selecting an image to represent the GM region, or more specifically, one of our Key Promise Areas, are to always ensure it is relevant, interesting, bright, colourful, engaging, and a positive representation. Images of our people should be happy, friendly, focused and engaged. Never bored, vulnerable, lonely or marginalised. When relevant, it is preferable to show groups of people, rather than individuals. When we showcase our cities, towns, neighbourhoods, buildings and cultural venues, ensure the images present them in a favourable light, populated with people enjoying and engaging with the spaces. The simple fact is, if we use average or sub-standard images, that is exactly how the vast majority of people will perceive the region.

The Greater Manchester Region is a vibrant, multi-cultural, diverse and multi-facetted place. It is important that all photographic content reflects those attributes and values. Always ensure that our 10 Boroughs are equally represented with a good balance of gender and ethnicity, towns and cities, open spaces and bustling centres, community (young, old, and everyone in between), cultural, business and economic interests, our historic past and our vision for the future.

Section 2.8

Our Core Brand Assets

Our Core Typography OUR TARGET FOR THE ENVIRONMENT

As specified in Our Corporate Font section, Colfax is our approved family of fonts, selected in order that all creative outputs and communications are consistent. Colfax was selected because it is available in six weights – each with an italic version – however, we believe four weights, as set out, are perfectly adequate to place emphasis and hierarchy on messaging and get scale and pace into layouts. We have a secondary font, Miller. It was selected as an accent font used very sparingly. It is not an alternative to Colfax.

50% of journeys to be made by bicycle or using public transport

PART FIVE

Culture “In an ever-troubled and changing world, culture is a foundation in what it is to be Greater Mancunian – outward facing, welcoming and diverse. Culture allows us to express ourselves and forge our way in the world.” Andy Burnham, Mayor of Greater Manchester

Taking action today, tomorrow and together

It will be necessary from time to time to introduce Miller, to change pace or draw emphasis. These occasions should be limited. It is important, when designing, that restraint is shown in terms of use of weights in any given layout. For example, it would be perfectly acceptable to use three weights on a double page spread: Colfax Bold or Medium for headings, Colfax Medium for subheadings and Colfax Light for (body) text. It would be less acceptable to try and work the other three weights into the layout just because they are available. Please see examples of what we consider to be good typography, when implemented correctly the visual tone and balance, in terms of layout, is visibly apparent.

Greater Manchester Strategy

We’re a region where business and careers thrive and prosper. Attracting, investing in, growing and nurturing skills and talent from the cutting edge to the cultural. 27

Section 2.9

Our Core Brand Assets

Infographic Iconography Due to the diverse range of documents, presentations and communications produced, it is important we take a consistent approach to our Infographic Iconography. The use of the icons is encouraged when working on Greater Manchester documents in order to visually enhance and represent data. On occasion, key information would benefit from being represented through the use of an infographic icon, which can transform dry or dull content into something far more dynamic and engaging. A Consistent Approach To maintain the integrity of the Visual Brand Framework, a style has been created. It is simple, bold and complements the other assets within the toolkit. It is not acceptable to mix styles of iconography; they should be consistently generated and applied throughout all communications.

Section 3

Our Brand Guidelines The following section introduces the guidelines and rules that apply to our core brand assets. It is important these are adhered to in order to protect the integrity and visual consistency of our brand. 34

Section 3.1

Our Brand Guidelines

GM Brand Logo Positioning Creation of the GM Brand Logos The master GM Brand Logo (as displayed below) should be considered the signature of the identity. Itâ&#x20AC;&#x2122;s a distinct typographic lock-up in order to aid with recognition and increase brand awareness. It should be implemented consistently; the rules set out in these guidelines will help us achieve this unity. Please refer to the section Our Brand Logos for the logo variants that represent our Greater Manchester/panGM & Key Promise Areas. The rules set out for the master GM Brand Logo apply to this set of logos also. We must protect the integrity of our logos. If youâ&#x20AC;&#x2122;re unsure, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Golden Rules

All files with an .eps or .ai extension are vector artworks and as such are infinitely scalable, thus eliminating the need to ensure proper resolution for the purposes of reproduction.

2 3

Logo artwork must be uniformly scaled. Nonuniform scaling distorts the proportions of artwork and the relationship between the letterforms.

A minimum clearance zone must be maintained, as outlined on page 38.

4 5

Logo artwork should always appear horizontal.

Logo artwork may only be reproduced directly from a digital file, it should NEVER be reproduced from previously printed materials.

Section 3.1

Our Brand Guidelines

Maintaining Master GM Brand Logo Standards

It is not acceptable, under any circumstance, to adapt or modify the master GM Brand Logo. Nor is it permissible to adjust its proportions, whether that be expanding, condensing or changing the visual weight. The character configuration within the logo lock-up is predetermined and cannot be adjusted, realigned or individually scaled. The wordmark should always display on a horizontal axis. These rules set out in this section apply to the Greater Manchester/pan-GM & Key Promise Areas also.

Do’s & Don’ts There are a few rules to maintain the integrity of the wordmark, to ensure it isn’t compromised or diminished. Consistency of application is crucial when building brand recognition. 1. Don’t change the orientation. 2. Don’t place on inappropriate backgrounds. 3. Don’t reproduce in unapproved colours. 4. Don’t crop the logos. 5. Don’t add effects, drop shadows, keylines, etc. 6. Don’t put white boxes around the logos when on a background. 7. Don’t distort, stretch or condense the logos. 8. Don’t reconfigure the logos and descriptor. 9. Don’t implement vertically.

Section 3.1

Our Brand Guidelines

Descriptor The descriptor line ‘Doing Things Differently’ in the master GM Brand Logo is aligned and defined by Greater Manchester’s values and core attributes. It echoes the sentiment of how we think, feel, act and behave as a region. This principle has been adapted to incorporate our 11 Key Promise Areas. It is important to select the correct logo, for example, if it is an overarching communication or post the master Greater Manchester/pan-GM Brand Logo should be selected. However, if the publication or post related to a specific Key Promise Area, say Ageing, then that version should be implemented.

Greater Manchester Strategy One Year Plan for Living with COVID

Active, clean and green spaces for everyone 2020 Strategy for Greater Manchester

Left: Application of master GM Brand Logo to a Greater Manchester/pan-GM document Right: Application to a Key Promise Area specific publication 37

Section 3.1

Our Brand Guidelines

Minimum Size (Off-line) Legibility is a key consideration when reproducing the logo lock-up in print – never implement under 35 mm wide. Always take time to consider ‘how’ and ‘where’ it’s being implemented and if it actually works at minimum size. For example, if placed on an image it may be necessary to increase the size to aid legibility. There are no restrictions on how large the wordmark can be reproduced.

Minimum Size (On-line)

Flexibility of Implementation & Safe Area Fundamental to building a strong GM Brand is consistent positioning of master Greater Manchester/ pan-GM & Key Promise Areas logos. They should always be displayed prominently. All logos should be protected by a safe area. This is to ensure it doesn’t appear cramped, or visually compromised by other elements in the layout – ultimately affecting legibility.

Ideally, wherever possible, place the logo in the top left with ample space surrounding it. Always pay particular attention to scale, legibility and balance of layout. This rule is carried through to social posts, banners, display graphics, etc. If it is not possible to place the wordmark in the top left corner, it can be positioned top-right (although preference should be for top-left). If being used as an endorsement, the rules are slightly more relaxed, and the logo can also appear bottom left or right but the rules relating to space and balance still apply.

When reproducing the logo lock-up on-line, legibility principles still apply. We recommend the logos aren’t implemented under 250 pixels wide on mobile and 300 pixels wide on desktop.

Section 3.2

Our Brand Guidelines

Tone of Voice: A Clearly Defined Narrative A set of clear, succinct and compelling top-level Strategic Narratives have been approved to ensure Greater Manchester’s shared story, is more shareable. This significant piece of work provides an overarching pan-Greater Manchester narrative and details each of our 11 Key Promise Areas – resulting in a messaging framework which can be flexed and adapted, ensuring the core themes and key messages remain consistent and engaging – all aligned to one overall city region story. It is important when building out messaging, developing copy themes or writing campaigns, that we immerse ourselves in the Strategic Narratives and recognise the importance of embracing the messaging framework so we retain a consistent, compelling and engaging tone of voice. Whether at a local, regional, national or international level, essentially we should be ‘singing from the same hymn sheet’. It is of paramount importance that the voice of the region is at one. If you are unfamiliar with Greater Manchester’s Strategic Narratives, please request a copy of the document from the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Examples of Our Tone of Voice from our Key Promise Areas

Pioneering, in practice and in partnership.

Active, clean and green spaces for everyone.

Greater Manchester, a cradle of culture and creativity.

Ageing well: working for everyone, everywhere.

Section 4

Our Brand in Action In this section we demonstrate the GM Visual Brand Framework in action. The following pages showcase what can be achieved when the guidelines and rules are applied correctly â&#x20AC;&#x201C; resulting in a well conceived, dynamic, flexible and engaging brand. 40

Section 4

Our Brand in Action

Introduction

To demonstrate the stretch and flexibility of the GM Visual Brand Framework, the toolkit has been developed and expanded to ensure that it is capable of spanning all types of media, both on and offline. It is often said that the ‘devil is in the detail’, and how true that is. To maintain the integrity of our brand identity the watchword is ‘consistency’. The design principles are engineered to ensure consistency and cohesion. We don’t want the guidelines to be overly restrictive or inflexible, we would rather that they provide a clear framework from which creativity and imagination can be channelled. So if you’re involved in producing any materials for the GM Brand, the following section has been written for you.

In this section we share some items that have been designed to showcase our brand in action. These examples demonstrate how language, typography, photography, iconography and messaging all come together to express our personality and communicate what we stand for. It’s important when producing any materials that the ‘spirit’ of the brand is maintained, whether it’s an extensive external report or a simple pop-up banner. Pay particular attention to which elements of the toolkit allow you to fulfil the requirement in the most engaging and compelling way. There are many component parts to the GM Visual Brand Framework, and it’s important to consider what elements are going to work most effectively for any given communication. 41

Section 4.1

Our Brand in Action

Our Master Grid: A Clearly Defined Approach

A4 grid (single page/cover and brochure spread)

Master grids are created to aid with consistency in layout; they ensure greater control over the general look & feel, and alignment of components. The examples set out in the guidelines are A4 Portrait and A4 Landscape formats, however the same principle applies to all documents, presentation and formats for the GM Brand. – The grids are well-defined and allow the designer to make clear decisions based on structure and alignment on elements such as headlines, text matter, captions, quotations, icons, graphic and pictorial elements, illustrative items such as graphs, charts or diagrams. – The grids supply greater flexibility when dealing with text matter, as you can have various hanging points for content and combinations of different column widths: 3x2, 2x3, 4x1, etc. – The grid can be used rigidly – if the subject matter dictates – to create a sober and authoritative looking proposal, or something much looser – for example – a publication about Culture.

A3 grid landscape presentation 2020 Strategy for Greater Manchester

If you are uncertain about the use of a grid, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk. XX

Section 4.1

Our Brand in Action

Layout Example: A4 grid in use (cover and spread)

Active, clean and green spaces for everyone

2020 Strategy for Greater Manchester

Taking action today, tomorrow and together

Active, clean and green spaces for everyone 2020 Strategy for Greater Manchester

Greater Manchester is adopting a clear and ambitious approach to climate action, driven by the science and evidence but with individual, community, industry and institutional action at its heart. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait null. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut

laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcbortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu. Feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Rper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum do.

Reduction in CO2 emissions in the last 30 years in Greater Manchester

Section 4.1

Our Brand in Action

Layout Example: A3 landscape presentation grid in use

Taking action on the environment today, tomorrow and together

Section 4.2

Our Brand in Action

Our Key Promise Iconography in Action The iconography has been created to represent, draw attention to, and promote our Strategic Narratives covering the Greater Manchester/pan-GM & 11 Key Promise Areas. Each icon has been assigned a shape and colour, which are not interchangeable. The iconography provides lots of flexibility when it comes to implementation. How they are utilised will be determined by the designer/marketing team who should establish if the Key Promise Areas Icon leads a communication or acts as an endorsement. The icons can also be used as graphic devices, patterns and windows for images. These applications have been set out in this section to give an indication of how they can be utilised. It is important to state that identical principles apply to all 12 icons. Please note for the purposes of these guidelines we have selected ‘Green’, ‘Culture’ and ‘Transport’ to demonstrate the flexibility of implementation. This element of the toolkit will play a lead role in badging, signposting and differentiating collateral and materials. Please note we have provided a guide to how the icons can be utilised if we are promoting two Key Promise Areas within a single document. As well as how we apply the Greater Manchester/pan-GM Brand Icon, if we are working with numerous or all 11 areas.

Active, clean and green spaces for everyone

By 2035 we aim for all cars to have zero emissions, making Greater Manchester a greener, cleaner place to live.

2020 Strategy for Greater Manchester

100% “ By 2038, cleanest

By 2035 we aim for all cars to have zero emissions, making Greater Manchester a greener, cleaner place to live.

Active, clean and green spaces for everyone

Reduction in CO2 emissions in the last 30 years in Greater Manchester

2020 Strategy for Greater Manchester

Andy Bur Mayor of

Due to the potential many and varied applications of the Key Promise Icons, there may be instances not covered in these guidelines – due to an unforeseen set of unique circumstances. We advise that if you are uncertain about the implementation of iconography, please refer to the Communications and Engagement team at GMCA.

Section 4.3

Our Brand in Action

Page Layout, Working with Our Core Assets In previous sections we have set out rules and guidelines relating to specific assets or core elements. However, what is fundamentally important is how we bring all of those items together to produce compelling and engaging designs and layouts. The work we have undertaken is to expand and reinvigorate the GM Brand and expand the toolkit to ensure the visual aspect of the identity is strengthened and developed to align with the Strategic Narratives, capable of representing the Greater Manchester Region more effectively at a local, regional, national and international level.

The primary purpose for sharing the designs in this section is to avoid any doubt and eliminate areas of subjectivity. These layouts have been approved by GMCA and are recognised as the standard required to maintain a regular look and feel in order to build brand recognition. It is accepted that in certain circumstances, designers/ marketeers will need to use their judgement and discretion when preparing and presenting content, but the fundamental principles should be adhered to. It is not acceptable to ‘bend the rules’, ‘move things on a little’ or ‘reinvent the wheel’. We must build a recognisable brand. This can only happen if collectively we manage the brand well and implement the identity toolkit, and all it incorporates, in the spirit intended. If you are uncertain about any aspect of layout or structure, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Section 4.4

Our Brand in Action

Designing Our Brochure and Document Covers In order to accommodate the variety, and rather complex array of cover requirements, we have created a suite of options that fall within the GM Visual Brand Framework and make the best use of assets from the expanded toolkit. These various cover options demonstrate the flexibility, not only when addressing a single Key Promise Area, but also Dual Branded covers when addressing two Key Promise Areas. It is important, before selecting a design option, to understand the Key Promise Area being represented, as this will determine the correct GM Brand Logo to use, the Key Promise Iconography to select and the colour palette that applies. The next consideration should be the kind of publication it is, the type of content (both in terms of words and available imagery), its primary function, and perhaps most importantly of all, its intended audience/s. Once these aspects are established, you are in a position to select the most appropriate style of cover.

We have provided a range of cover treatments for Greater Manchester/pan-GM as well as for ‘Green’ and ‘Culture’. These design principles and layout options apply equally to all 11 Key Promise Areas. Within this section we also demonstrate how we bring structure to layout, utilising our master grids; how we can utilise our Key Promise Icons, both as a branding device, as well as decorative and graphic elements and the use of photographic imagery, as well as how best to optimise our colour palette. Due to the complexities relating to the GMCA and all their partner organisations, we have devised a solution for Dual Branded Organisational Collaboration. For example, if the ‘GMCA’ were working in collaboration with the ‘Ministry of Housing, Communities & Local Government’ we have provided clear guidelines as to how covers should be branded. If you are uncertain about any aspect relating to layout or structure, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Section 4.4

Our Brand in Action

General branding Greater Manchester/pan-GM Cover Options

Greater Manchester Strategy One Year Plan for Living with COVID

Greater Manchester Strategy

Greater Manchester Strategy One Year Plan for Living with COVID

One Year Plan for Living with COVID

Greater Manchester Strategy One Year Plan for Living with COVID

Section 4.4

Our Brand in Action

General branding Greater Manchester/pan-GM Cover Options

Greater Manchester Strategy One Year Plan for Living with COVID

Section 4.4

Our Brand in Action

General branded Key Promise Area Cover Options

Active, clean and green spaces for everyone

2020 Strategy for Greater Manchester

Active, clean and green spaces for everyone 2020 Strategy for Greater Manchester

Section 4.4

Our Brand in Action

General branded Key Promise Area Cover Options

Greater Manchester, a cradle of culture and creativity

An Engagement Strategy for 2020

Greater Manchester, a cradle of culture and creativity An Engagement Strategy for 2020

An Engagement Strategy for 2020

Section 4.4

Our Brand in Action

Dual Branded Key Promise Areas Cover Options

Low carbon transport: A greener future

In instances where more than two Key Promise Areas have to be used on a document cover, then the Greater Manchester/pan-GM brand should be utilised instead.

2020 Strategy for Greater Manchester

Low carbon transport: A greener future 2020 Strategy for Greater Manchester

Dual Branded Key Promise Covers: Photographic

Dual Branded Key Promise Covers: Graphic

If the available imagery permits you to lead with a strong, engaging photographic image, the Key Promise Icons sit alongside each other, in this instance ‘Transport’ and ‘Green’. We have housed the publication title in the colour band and the master GM Brand Logo leads the communication.

If, as is sometimes the case, the quality of image is substandard, we can utilise the Key Promise Iconography to deliver a graphic solution. Option A utilises the two colour icons scale to create a strong dynamic shape. And the master GM Brand Logo appears in Ten Boroughs Titanium on white background. Option B utilises the two colour icons in pattern form and introduces the Ten Boroughs Titanium as an overall background colour and the master GM Brand Logo reverses white out.

Section 4.4

Our Brand in Action

Dual Branded Collaboration Cover Options

Better homes, better health and happier lives

2020 Strategy for Greater Manchester

Better homes, better health and happier lives 2020 Strategy for Greater Manchester

When Dual Branding publications, it is important to consider logo hierarchy. In this example, equal emphasis and prominence is given to both organisationâ&#x20AC;&#x2122;s logos. Placement on the full bleed photographic image is considered and provides good legibility, when determining placement and alignment of logos, consideration should be given to legibility. If legibility poses a problem, you can utilise the use of the Key Promise colour, â&#x20AC;&#x2DC;Red Brickâ&#x20AC;&#x2122; in this instance representing Housing. Again, careful consideration has been given to the placement and hierarchy of information and logos, using the master grids to determine structure. In the event that no relevant image is available, there is an option to promote the Key Promise colour to full bleed. The guidelines still apply and retaining the integrity of the GM Visual Brand Framework is vitally important.

Section 4.5

Our Brand in Action

Designing Our Brochures and Documents Page layouts follow the principles that apply to the covers of brochures and documents, in that the rules around master grids, fonts, colours, use of images and graphics still apply. However, due to the varied content that our communications are required to deliver, we have additional elements we can employ. Set out in this section is a demonstration of the flexibility the expanded toolkit offers. We also utilise the Strategic Narratives for inspiration and support messaging. The master grids are of paramount importance when approaching any layout task; the absence of a grid makes it more difficult to bring structure and order to content. The grid should bring an element of discipline â&#x20AC;&#x201C; but not at the cost of creativity â&#x20AC;&#x201C; it provides the basic structure from which scale, hierarchy, alignment, and the relationship of elements can be determined. The examples that follow indicate why a master grid plays such an important role, especially when the information being formatted varies vastly, in length, complexity and style, from document to document. The master grids will ensure we achieve consistency across a raft of publications.

Showcased on the following pages are examples of how we can utilise the icons to create dynamic elements within layout, draw attention to important quotes or statistics, and demonstrate how they can be used illustratively. These examples provide a clear indication of the spirit of the expanded identity and how it can be used to create more structured, compelling and dynamic layouts, as well as working hard to impart information clearly and with purpose. We want people to embrace this spirit and be creative when designing brochures and communications. When approaching the layout of information and content, whether that be text matter, case studies, charts or statistical information, quotations, illustrations or photography, please consider structure and hierarchy of information. Look for opportunities to inject pace into layouts, and consider which information or elements would lend themselves to being represented graphically. We want people to be expressive and utilise the GM Visual Brand Framework Toolkit to its maximum potential. Look for new and inventive ways to present information; they must conform to the guidelines but there is a great deal of flexibility built in to allow for creativity.

You will notice on the following examples we introduce the secondary font, Miller, most effective when trying to bring a different dynamic to layout. Although it should be used sparingly, it can be utilised to draw attention to particular text matter. In addition to our corporate fonts, we also ensure our colour palette works hard to create additional interest, using percentage tints, allowing designers to add additional layering and texture to layout. When tasked with producing collateral, take the essence of what follows over the next few pages and make the guidelines work for you. There are many facets to layout, but ultimately, we are trying to create strong, well-considered, dynamic, compelling, and above all, relevant publications that present the Greater Manchester Region in the best possible light. For example, if images supplied for a publication are sub-standard, donâ&#x20AC;&#x2122;t just pick the best of a bad bunch, look to what alternative options might be available and produce something great. If you are uncertain about any aspect of layout or structure, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Section 4.5

Our Brand in Action

Page Layouts for Greater Manchester/pan-GM

Greater Manchester Strategy

One Year Plan for Living with COVID

Greater Manchester Living with Covid Resilience Plan

The Living with Covid Resilience Plan frames Greater Manchester’s response to the pandemic, capturing actions to be delivered in the next year, which will support our ability to respond to the ongoing pandemic and will build resilience in our city-region for both now and in the future. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait null. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Greater Manchester Strategy

Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait null. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcbortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu. Feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcbortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu. Feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

405,000 A huge number of Greater Manchester residents have volunteered to help the NHS

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“We had the restrictions introduced three weeks ago and I would say we have begun to see these restrictions are now working, so fingers crossed we can see more boroughs released from these measures soon.” Andy Burnham Mayor of Greater Manchester

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One Year Plan for Living with COVID

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Section 4.5

Our Brand in Action

Page Layouts for Greater Manchester/pan-GM

Contents

Greater Manchester Strategy

Over the last 20 years, Greater Manchester has made great strides. Parts of our cityregion have been transformed. On some of the UK’s oldest industrial sites now stand some of the country’s most modern buildings and industries.

Ageing

Housing

Culture

Safe & strong communities

Digital

Transport

Economy

Work & skills

Green

Young people

104

Health & care

Manchester City Centre and the flourishing Airport City, is an engine of the UK economy. Our city was recently named as the “most liveable” in the UK. And, on top of all of this, we have in place a devolution deal with the Government which gives us more freedom to set our own direction. So now is the right time for pushing forward on our ambitions, set out in the Greater Manchester Strategy. Our mission in the next 20 years must be to spread prosperity to all parts of Greater Manchester, particularly to the North of our city-region.

Greater Manchester Strategy

One Year Plan for Living with COVID

Put simply, we want a safe home and a good job for everyone who lives here, with no-one forced to sleep on the streets. We want resurgent town centres circling our vibrant city-centre and a reliable transport system that connects people to the opportunities in both. Crucially, we want everyone to have green space to enjoy and clean air to breathe. Since the first version was published, we have listened carefully to what people told us. Planning will always be a difficult question of striking a balance between creating new homes and jobs and protecting the environment. But the first consultation revealed a strong feeling, shared by many, that the right balance had not been found.

Andy Burnham, Mayor of Greater Manchester

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Section 4.5

Our Brand in Action

Page Layouts for ‘Ageing’ and ‘Green’ Key Promise Areas

Greater Manchester Strategy

How Covid may impact Greater Manchester’s older residents

Active, clean and green spaces for everyone

Greater Manchester approach to Ageing combines innovative and collaborative neighbourhood interventions with system-wide changes, all underpinned by a positive, inclusive shift in mindset and attitude. Our message is one that makes clear our commitment to getting age-friendly thinking everywhere and into everything. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait null. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Ullupidescia aut dolores susapitiae prepuda estotatene eaqui verchil laborati ratent remquo velis coris volores pellam sunt, qui veligen istions equaeratus ea conet audam que quate ne archill eceatios sed est que nim sincitatur alibusc ipsunt ut as doluptiis ut dis remquo velis coris volores pellam sunt, qui.

We are committed to develop the ‘Living Well at Home’ programme

Making better choices, alone and together

And, wider system examples of the actions which will support its attainment are: 1. Continuation of C19 Situation Reporting 2. Support Healthy Ageing preprocurement assisted living initiative 3. Deployment of an integrated digital tool into to care homes and domiciliary settings to include falls risk assessment, Covid-19 symptom tracker and soft signs of deterioration (Safe Steps) 4. Deliver Virtual Hospital Programme, including Urgent & Emergency Care by Appointment Programmes 5. Adult social care provision delivered through / interdependent on integrated neighbourhood model

2020 Strategy for Greater Manchester

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Emission reductions by sector Cae nobis dolum il et fuga. Busam apelendis dolorer natus. Occae es doloreicimus sumquunt voluptur rehendipsam.

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Industry Domestic heating Public transport Commercial buildings Freight Cars

Please note that colours and icons from the Key Promise Areas can also appear within a Pan-GM document as a entire section, single page or graphic.

Section 4.5

Our Brand in Action

Page Layouts for â&#x20AC;&#x2DC;Greenâ&#x20AC;&#x2122; Key Promise Area

Active, clean and green spaces for everyone

2020 Strategy for Greater Manchester

Active, clean and green spaces for everyone

2020 Strategy for Greater Manchester

Taking action today, tomorrow and together

7,000,000

+15%

Reduction in CO2 emissions in the last 30 years in Greater Manchester

6,000,000

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Reduction in CO2 emissions in the last 30 years in Greater Manchester

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5,000,000

50% (3.2m) 61% (3.4m)

4,000,000 Daily Trips

Greater Manchester is adopting a clear and ambitious approach to climate action, driven by the science and evidence but with individual, community, industry and institutional action at its heart.

3,000,000

2,000,000

50% (3.2m) 39% (2.2m)

1,000,000

Now Car or other

2040 Sustainable Modes

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Section 4.5

Our Brand in Action

Page Layouts for ‘Culture’ Key Promise Area

Greater Manchester, a cradle of culture and creativity

Bringing life to Greater Manchester and Greater Manchester to life

PART FIVE

60% Greater Manchester’s population engage with culture

Culture

Expressions of creativity and culture allow us to share our stories and those of others; enabling everyone to explore and reflect on universal issues, on shared experiences, as well as on the deeply personal. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait null. Ut wisi enim ad minim veniam, quis nostrud exerci tation ea commodo consequat.

“In an ever-troubled and changing world, culture is a foundation in what it is to be Greater Mancunian – outward facing, welcoming and diverse. Culture allows us to express ourselves and forge our way in the world.” Andy Burnham, Mayor of Greater Manchester

An Engagement Strategy for 2020

“Our city region’s diversity is one of our strengths, and we invite all of Greater Manchester to turn up and take part.” Andy Burnham, Mayor of Greater Manchester

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Section 4.6

Our Brand in Action

Extending Our Brand Out in Print Applications In this section we look at various print applications, both standard and large format, ranging from posters and adshels to banner stands. The design principles from the publications section remain true. However, please bear in mind, with all display graphics, the messaging should be as succinct as possible, enabling viewers to digested with immediacy. These items tend not to be long dwell time, and as such should communicate the message as quickly as possible. In order to help communicate the core message, consider utilising other components from the toolkit: a compelling statistic, a quotation, the use of icons as decorative or illustrative elements. Think carefully about the target audience, and what is most likely to resonate. Sometimes less is more â&#x20AC;&#x201C; donâ&#x20AC;&#x2122;t always feel compelled to force lots of elements into a design â&#x20AC;&#x201C; if it can be effectively executed with the minimum of components, that should be considered as a highlyeffective solution. As always, give consideration to hierarchy and structure and ensure that legibility of all logos, text and devices is good. Often, when used in display applications, these items have to be read and digested in a very short time. The communication will be weakened if audiences struggle to view or read layout elements.

Section 4.6

Our Brand in Action

OUR TARGET FOR THE ENVIRONMENT

G Transport Key Promise Area campaign work H as Adshel and 48-sheet poster

50% of journeys to be made by bicycle or using public transport Public information poster relating G to our ‘Culture’ Key Promise Area

Taking action today, tomorrow and together

B Public information poster relating to our ‘Green’ Key Promise Area

Section 4.6

Our Brand in Action

B Greater Manchester/ pan-GM social media post

Acting today, tomorrow and together

2pm Today

News The Mayor What We Do Who We Are Contact Coronaviris Meetings

Acting today, tomorrow and together Weâ&#x20AC;&#x2122;re working together to support our residents and businesses during the Coronavirus outbreak READ MORE

Join us online for the latest updates for Greater Manchester from our mayor, Andy Burnham

G Greater Manchester/ pan-GM website

G Greater Manchester/pan-GM pull-up banner

B An alternative to using the Greater Manchester/ pan-GM icon is utilising a number of the Key Promise Areas

Section 4.7

Our Brand in Action

Applying Our Visual Brand Framework Toolkit Digitally It is imperative that we retain brand consistency in all channels and across every form of media. We want to avoid a disconnect between traditional media and online outputs. It is accepted by the GMCA that certain disciplines bring different challenges from a brand perspective. This section aims to provide some clarity to enable us to produce work that conforms to a single vision for the GM Brand. The core elements, corporate fonts, colour palette, Key Promise Areas & Infographic Icons, photography and TOV apply to all digital applications. The key issues will relate to structure and issues around legibility, digital and print are very different animals and what may well read well in print, may be less effective on screen. We must use common sense and good judgement when producing digital assets. In this section, we show a range of different media, from website application through to asset creation for social media channels. All respect the ‘spirit’ of the brand identity and utilise all the same component parts as print but in slightly different formats.

For the purposes of showcasing the various digital applications in this section, we have limited the designs to the ‘Green’ Key Promise only. However, the principles and rules apply equally to all 11 Key Promise Areas. All assets created for digital purposes should embody what is set out in the following pages. If you are uncertain about any aspect relating to digital applications, please refer to the Communications and Engagement team at GMCA at GMdigital@greatermanchester-ca.gov.uk.

Section 4.7

Our Brand in Action

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Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismodncidunt ut laoreet dolore magna aliquamim ad minim veniam, quis. Read more

The Greater Manchester Brand in the digital space: websites We have created a schematic that allows designers/ marketing teams to understand how the GM Visual Brand Framework lives in this space. The component parts are primarily the same as those used in our brochures and documents: the key difference really relates to structure and hierarchy of information. The way we can utilise typography, colour, Key Promise icons (as illustrative, decorative and pattern elements too), and imagery is perfectly aligned to print but how we set out those elements on a website needs different considerations. The ultimate aim is to create websites that are, clean, fresh and well-structured – ultimately this improves UX, as the websites are more easily navigated. Information is broken down to make it more accessible and engaging (nobody wants to wade through reams and reams of text on a website). Utilise the toolkit so that it invites the user in, presents the information in an imaginative way and provides a pleasant experience. The example provided clearly demonstrates the use of logos, photographic images (as stand alone image and in icon window), icons as devices (to house statistics/quotes), as illustrative elements (large number and bicycle), as patterns (to add texture and interest, using the percentage tints), and how we can utilise the ‘Green Space’ colour from the palette (showcasing how tints can add emphasis and depth to layout and content). And when all these elements are utilised and well-managed, they combine to form something engaging and coherent.

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‘Green’ Key Promise Area applied to uskinned template Read more

Search the site

About us

Sub-section A

Sub-section B

Contact News

Search the site

Get in touch

About us

Sub-section A

Sub-section B

Contact News

Get in touch

Lastest News

Newsletter

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39%

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Resources External link This is an example of an external link opening in a new window.

50% of journeys to be made by bicycle or using public transport

50% of journeys to be External link made by bicycle or using public transport External web link - https://uskinned.net

This is an example of an external link.

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Greater Manchester is adopting a clear and ambitious approach to climate action, driven by the science and evidence. Andy Burnham, Mayor of Greater Manchester

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Section 4.7

Our Brand in Action

The Greater Manchester Brand in the digital space: social media

Twitter campaign

We need to ensure greater consistency across our social channels, whilst at the same time introduce a more varied and versatile approach to how we present our content. The expanded toolkit is going to enable us to reach this key objective. The content posted on our social channels is going to be key in establishing our new visual brand, and in building brand recognition. This should be viewed as a great opportunity to push our strengthened brand out into our communities and beyond. Now that we have introduced rules around the core assets belonging to the Greater Manchester/pan-GM & 11 Key Promise Areas, that should ensure we can keep our various social channels engaging and fresh. What we want to avoid going forward, is many of the posts looking like the previous. Similar rules apply to images. If we don’t have access to a decent image choose another route, typographic, graphic or illustrative – we now have so many core assets at our disposal we should never have to endlessly repeat the same style posts.

Join the conversation Tuesday 4th August

Meet the future Tuesday 4th August

Our Greater Manchester Brand Favicon

Themed Posts

A Favicon, also known as a shorthand desktop icon, is a widelyaccepted and well-established branding element used in digital media applications. The reason for creating such an identifiable icon is so that it can be used to brand the various social channels and remain legible, if we were to implement the full master GM Brand Logo it would be totally illegible, and defeat the purpose of branding our social channels. The Favicon is designed in line the master GM Brand Logo, in terms of font and colour. It is literally a shorthand, taking the capital letters from ‘Greater’ and ‘Manchester’ and allowing them to remain stacked. It’s simplicity and boldness ensure audiences and visitors to our social channels will instantly recognise the Favicon.

It is acceptable, on occasion, to theme certain posts – as it may be desirable to enable audiences to make a/the connection with previous or future posts. Again, the expanded toolkit should have enough flexibility to create these themes or threads.

100s of new apprenticeships

Section 4.7

Our Brand in Action

Key Promise Area specific Instagram posts

By 2035 we aim for all cars to have zero emissions, making Greater Manchester a greener, cleaner place to live.

100% General Posts We have provide ideas and thoughts around how the social channel posts could look, some photography led, some graphic, statistical, or simple message led. Regardless of these formats often being more restricted, and legibility more of an issue, what is evident is that this set of designs is perfectly aligned to the other collateral produced for the GM Brand in print.

By 2035 we aim for all cars to have zero emissions, making Greater Manchester a greener, cleaner place to live.

â&#x20AC;&#x153; By 2038, we could have the cleanest air of any major UK city.â&#x20AC;? Andy Burnham, Mayor of Greater Manchester

Section 4.7

Our Brand in Action

LinkedIn covers

Section 4.7

Our Brand in Action

Facebook post on ‘Culture’

Manchester’s museums and galleries are back Opening on 20 August and looking forward to seeing you again

Section 4.7

Our Brand in Action

Powerpoint and Word documents

RUNNING HEADER STYLE: VIOLENCE NEEDS ASSESSMENT

Welcome to the Greater Manchester Cohesion Summit

Greater Manchester Housing Strategy 2019–2024

Executive Summary Background A growing body of evidence tells us that violence is preventable at a societal level. Since the publication of the World Health Organization’s World report on violence and health in 20021, experience, research and intelligence has generated a growing body of evidence on the risk factors that contribute to violence, the impact of violence on victims and society, those most at risk of becoming a victim or perpetrator and the things that can be done to prevent it. Knowing all of this allows us to frame a public health approach to violence prevention around evidence based frameworks.

Implementation Plan

Violence Needs Assessment Violence and the factors that drive or protect against violence

Findings Violence in Greater Manchester Types and Trends

August 2020

• Following a steady decline in violent crime recording since the mid-90s, there have been increases in recent years. Between the year ending June 2016 and year ending June 2019 for Greater Manchester (GM): o Overall violence against the person increased by 46% o Violence without injury increased by 49% (this makes up 46% of violence against person) 1. List numbering

Cohesion and Social Integration: The Challenges We Face • • •

Amie Huckstep, Senior Policy Advisor, MHCLG Professor Katherine Sebastian, Greater Manchester Cohesion Commission member and University of Manchester Chief Superintendent Idris Kanu, Greater Manchester Police

Strategic Priority A2: Making a positive difference to the lives of private tenants Desired outcomes: improving conditions and more secure tenancies in the private rented sector 109

Public Health England. 2019. PCC support pack 2020-21: key drug and alcohol data. GW-891 Black, C. 2020. Review of Drugs - evidence relating to drug use, supply and effects, including current trends and future risks. Available at: https://www.gov.uk/government/publications/review-ofdrugs-phase-one-report 110

#StandingTogether 4

Greater Manchester’s Strategic Narratives

Greater Manchester Housing Strategy 2019–2024

Challenge 2030

Strategic Priority B1: New models of housing delivery

Table Discussions

201,000 new homes by 2037 #StandingTogether Greater Manchester’s Strategic Narratives

Greater Manchester Housing Strategy 2019–2024

Substitute font Given the restrictive nature of Powerpoint and Word documents, there may be instances when the Colfax font is substituted for Arial – as in the examples above.

Section 4.7

Our Brand in Action

Video and animations B An example of the ‘Green’ icon used on a video end frame

#GMGreenCity Thank you for watching Two examples of how the icons could be animated for use H on social media, presentation slides or in videos

Digital Industry Apprenticeships Manchester/Salford MORE INFO

Young Person’s Guarantee Blog

LIVE NOW

Greater Manchester Combined Authority Broadhurst House, 56 Oxford Street Manchester, M1 6EU GMdigital@greatermanchester-ca.gov.uk

Version 1 October 2020