BRAND IDENTITY GUIDELINES VERSION 2: JANUARY 2020
1
GMCA BRAND GUIDELINES
CONTENTS
2
GMCA BRAND GUIDELINES
GMCA Colour Palette
Colour is key to producing and engaging and memorable brand image. The GMCA identity is made up of five colours that form a warm and professional palette.
Primary palette
The GMCA suite of colours is comprised of three parts:
Primary palette The primary palette includes Dark Slate Gray, Medium Vermilion, Roman Silver, Artichoke and Pastel Gray. They should always be used at 100% and never as a tint.
Tint palette
Dark Slate Gray C83 M53 Y42 K34 R44 G80 B96 HEX 2d5161
Medium Vermilion C11 M76 Y78 K2 R213 G87 B59 HEX d5573b
Roman Silver C46 M33 Y34 K13 R141 G146 B147 HEX 8d9293
Artichoke C46 M25 Y54 K7 R149 G161 B126 HEX 95a17e
Pastel Gray C18 M23 Y17 K1 R213 G197 B200 HEX d5c5c8
There are tint shades of the primary palette available to use as a secondary colour when communicating data visually. These can and should be utilised on complex graphs and charts that often sit within corporate reports
3
GMCA BRAND GUIDELINES
Gradient palette Gradient guide
Gradient palette
The gradient palette is comprised of a transition between the primary palette and tone palette
Gradients are an effective tool to provide texture to backgrounds and shapes. All of our gradients are created using the primary palette and shade palette.
Primary palette
The shade palette is a slighter darker version of the primary palette. When transitioning from the primary palette to the shade palette it provides a very subtle gradient that can be used as a textured background or shape fill.
Tone palette
In some cases it is more effective than using flat colours. If you are using a designer you can provide them with the exact colour codes for gradients.
4
Gradient colour codes Dark Slate Gray C83 M53 Y42 K34 R44 G80 B96 HEX 2d5161
Gunmetal C34 M11 Y0 K75 R41 G56 B63 HEX 29383F
Medium Vermilion C11 M76 Y78 K2 R213 G87 B59 HEX d5573b
Chestnut C0 M58 Y72 K39 R155 G64 B43 HEX 9B402B
Ebony C11 M76 Y78 K2 R213 G87 B59 HEX d5573b
Chestnut C0 M58 Y72 K39 R155 G64 B43 HEX 9B402B
Artichoke C46 M25 Y54 K7 R149 G161 B126 HEX 95a17e
Gray Asparagus C6 M0 Y72 K66 R80 G86 B67 HEX 505643
Pastel Gray C18 M23 Y17 K1 R213 G197 B200 HEX d5c5c8
Quicksilver C0 M7 Y6 K32 R175 G162 B164 HEX AFA2A4
GMCA BRAND GUIDELINES
Fonts It is important to use consistent font in all our communications to help reinforce our brand.
Colfax
Two fonts make up our brand: Colfax and Arial. Arial is a standard font that can be found on all machines and is to be used in general day-to-day communication. Colfax is a specialist font that is to be used in any formal design work. It is the font that makes up the GMCA logo, so it ensures consistency across all platforms.
Black Medium To be used in sentence case for headings
To be used for subheadings, intro paragraphs, quotes or highlighted text. Also for use on social media graphics
Light Can be used in upper case as a heading. Also to be used for all body copy and dense text.
Arial Regular
Bold
Arial is our secondary font and is to be used when Colfax in unavailable. Arial regular is to be used for all body copy, while Arial Bold is to be used for any headings and titles. Arial is suitable to be used in programmes like Microsoft Word and PowerPoint.
5
GMCA BRAND GUIDELINES
Logo guidance GMCA has two elements to it’s logo - the primary external facing logo and the internal compact logo. There is two versions of the external logo, the primary version and a long version. Primary logo The primary logo should only be used alone where it is given enough white space around it to pop. Ideally on the cover of documents, title slides, business cards, banners etc. Its asymmetrical design means it doesn’t sit well amongst crowded documents. With that in mind, the long version was developed. Long logo The long logo is more compact in it’s design. A perfect rectangle shape allows it to sit amongst crowded documents. It’s footprint is smaller than the primary logo, and more uniform in it’s layout. Internal logo The internal logo for GMCA is a reduced version of the primary logo, displaying only the GMCA initialism. It is only to be displayed to colleagues on the intranet, in printed literature or displayed in the GMCA estate. InsideGMCA InsideGMCA is the name of the organisations intranet platform. It’s logo is to be used only there. It is not an internal sub-brand.
6
GMCA BRAND GUIDELINES
Safe area and minimum size
The primary GMCA logo requires clear space around it to maximise its precedence. It applies regardless of the colourway or if the logo is reversed. The space around the logo is defied as the height of the ‘G’. The logo can be no smaller than the dimensions shown below. These principles apply to each version of the logo.
11MM 35MM
7
GMCA BRAND GUIDELINES
Logo proportions The GMCA logo in each of it’s forms should always be resized proportionately. It shouldn’t be stretched or shrunk.
8
GMCA BRAND GUIDELINES
Logo colour guidance The primary blue logo shouldn’t be used on dark or coloured backgrounds - dark backgrounds should be avoided where necessary, but where essential, the white version of the logo should be deployed. On a lighter background the primary (blue) logo should be used.
9
GMCA BRAND GUIDELINES
Logo photography guidance The primary logo can be used over photography providing it is still visible and clear (1). You should avoid using the logo over busy imagery (2).
10
GMCA BRAND GUIDELINES
Internal hexagon device
The hexagonal network can be applied to internal documents and assets as a design device, either as a subtle background texture or cutting in from a corner or edge of page. It features on soft signage, as well as posters, notices and door signs.
11
GMCA BRAND GUIDELINES
Imagery GMCA has an extensive stock library which can be supplemented by purchased stock images. Images relate to each of the organisations key priorities including culture, environment and transport, as well as shots of each of the ten Greater Manchester districts.
12
GMCA BRAND GUIDELINES
Report treatments
External For a primarily external audience; the public and external stakeholders that will sit on the front of a highly designed report. A striking image should be used with a bold title and the primary GMCA logo in the top left corner 13
Internal For a primarily internal audience. The template can be fitted to the front of a word document and will be found Microsoft Word so colleagues can type on the document. GMCA BRAND GUIDELINES
Email signature
GMCA email signatures should be clean and concise. Name, job title and phone number are essential as well as a nod to our online presence.
Susan Jones Policy Officer Greater Manchester Combined Authority 07543 326 811
No other logos or graphics should be present in an email signature. If you have a departmental Twitter account, you can include the line: You can also follow us on @[account name] At the very bottom of the signature
14
GMCA BRAND GUIDELINES
Primary logo usage
15
GMCA BRAND GUIDELINES
Powerpoint Presentation
16
GMCA BRAND GUIDELINES
Internal poster treatment
17
GMCA BRAND GUIDELINES
Social media treatment
The primary GMCA logo should be used as the accounts profile picture, while a positive and clean stock image should be used as the header image. Avoid using an accounts cover images as campaign or advertising space as they display different on varying devices and software.
18
GMCA BRAND GUIDELINES
Social media sub-account treatment
GMCA sub-accounts should follow the same guidance as above, with a clear profile image stating “GMCA� and the name of the team. Ensure the cover image is neutral. A striking image of Greater Manchester is suitable. Any new sub-accounts must be agreed with the Communications and Engagement directorate prior to creation and follow these guidelines.
GMCA IG Team
19
GMCA BRAND GUIDELINES
Additional guidance
For additional guidance or assistance with queries please contact: gmdigital@greatermanchester-ca.gov.uk Design assets and templates can be found on the Key Info section of InsideGMCA under Communications and Engagement
20
GMCA BRAND GUIDELINES
21
GMCA BRAND GUIDELINES