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Style Guide, for the Branding, of the City of Birmingham Created by Matthew Blick

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Contents 3. An Introduction to the Branding of Birmingham 4. Birmingham Visual Signature (Full Signature) 5. Birmingham Visual Signature (Condensed Signature) 6. Birmingham Visual Signature ( Bar Signature) 7. Sizing Guide 8. Clear Space Requirements 9. Identity Variations 10. Colour References (Brand) 11. Colour References (Signature) 12. Incorrect Use of the Signature 13. Incorrect Use of the Signature (Continued) 14. Typography 15. Thank You

2.


An Introduction to the Branding of Birmingham

Birmingham is a thriving metropolis that has a vision of putting together ideas, and shaping a city of the future. The city should therefore look the part, and so by using the brand guidelines in this style guide, the visual identity of the city can attract attention, new residents, tourism, and investment, whilst representing effectively what Birmingham is all about.

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Birmingham is a city with a lot of history, culture, and industry and this is what the visual identity represents. The signature that has been created holds a lot of value to this. Birmingham as being 'The city of a thousand trades', and this is represented in the logo in an abstract letter 'B', made from connected points, conveying the idea of trade links. The Typeface is also representative of the city, being that it is a classic typeface that was created in Birmingham. This style guide has been created to provide instructions on how the branding should be conďŹ gured to allow for a consistent, effective usage.

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Birmingham Visual Signature (Full Signature)

Letter Logo

Signature

There are the three versions of the identity for the city of Birmingham.

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Full Signature The ďŹ rst is the full Signature, which holds the elements of a logo, logotype, and tagline. This is to be used as a ďŹ rst choice option. In addition, there are two alternate colour versions, that have been created to be able to adapt to likely placement scenarios (See page 9).

Logotype Tagline


5.

Birmingham Visual Signature (Condensed Signature)

Letter Logo

Signature

B I R M I N G H A M

Logotype Tagline

Condensed Signature The second is the Condensed Signature, which holds the elements of a logo and logotype, within an outer box. This is to be used in place of the full Signature when using it smaller than 35mm vertically (See page 7). In addition, there are two alternate colour versions, that have been created to be able to adapt to likely placement scenarios (See page 9).


6.

Birmingham Visual Signature (Bar Signature)

Signature

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Bar Signature

The third is the Bar Signature, in which the 'letter logo' has been removed to allow the signature to be compacted. This is to be used in place of the full Signature or Condensed Signature, only if the compositional value in relation to the layout is greater.

Logotype Tagline


7.

Birmingham Visual Signature

Minimum size 35mm vertically (No Maximum Size) B I R M I N G H A M T H E

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Minimum size 19mm vertically (Maximum size 34mm vertically) B I R M I N G H A M

Condensed Signature

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Full Signature

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Bar Signature

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Minimum size 8mm vertically (No maximum Size)

To allow for good legibility of the signature, the shown sizes should be used as guidelines, respective of each version.


8.

Clear Space Requirements

To optimise the purpose of the signature, a designated clear space area should be implemented around it. This means that no other elements in use on the physical page should come into this space.

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X

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X 50%

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This relative size of clear space is then to be situated around the signature as shown in ďŹ g 1. Please note that this same rule applies to the condensed signature.

Fig 1.

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Fig 2.

The clear space area of the full signature is the equivalent size, as 50% of the distance from the bottom of the letter logo, and the midway point in the tagline text (indicated as being in line with where the outer box would continue through).

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X 50%

The clear space area of the Bar Signature is found to be relative to 50% of the height of the outer box. This clear space should also be distributed in the same fashion as before, as seen in ďŹ g 2.


9.

Birmingham Identity Variations

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The colour signature may be used on non-contrasting colour backgrounds.

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The white signature may be used as a secondary choice if the colour version does not ďŹ t the media such as for use on a photograph.

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The greyscale signature may be used as a secondary choice if the colour version does not ďŹ t the media such as for use on a photograph and the white version does not provide sufďŹ cient contrast.

An alternate colour scheme can also be used for the Condensed Signature.


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Colours References (Brand) To convey a consistency through the brand, the colour scheme of blue, grey and white will be used. Preference for using grey type on white background should be implemented, leaving blue as an optional colour for anything else. Reference to these colours are shown below.

CMYK

67% 14% 2% 0%

29% 22% 23% 3%

0% 0% 0% 0%

RGB

87 175 224

187 187 187

255 255 255

HEX

#57afe0

#bbbbbb

#ffffff


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Colours References (Signature)

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CMYK

RGB

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83% 39% 17% 3%

20 124 170

#147caa

74% 18% 20% 1%

43 159 190

#2b9fbe

76% 33% 9% 0%

49 141 193

#318dc1

70% 26% 0% 0%

67 154 213

#439ad5

67% 14% 2% 0%

87 175 224

#57afe0

64% 9% 11% 0%

84 181 215

#54b5d7

57% 0% 7% 0%

105 199 232

#69c7e8

48% 0% 10% 0%

138 207 227

#8acfe3

30% 6% 12% 0%

189 217 223

#bdd9df

11% 2% 5% 0%

232 241 244

#e8f1f4

5% 2% 3% 0%

245 247 246

#f5f7f6

29% 22% 23% 3%

187 187 187

#bbbbbb

20% 15% 16% 0%

211 210 211

#d3d2d3

12% 9% 10% 0%

228 228 228

#e4e4e4

6% 4% 5% 0%

242 241 241

#f2f1f1

2% 2% 2% 0%

250 249 249

#faf9f9


12.

Incorrect Use of the Signature

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Do not delete any portion of the signature.

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Do not use altered or non-approved colours.

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Do not re-position the elements in the signature.

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Do not use non-approved typefaces.

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Do not distort or alter the spacing of elements in the signature.

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Do not use variations on insufďŹ ciently contrasting backgrounds.


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Incorrect Use of the Signature (Continued)

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Do not place or screen onto a patterned background.

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Do not use colour signature with a photo background.

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Do not obscure.

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B I R M I N G H A M T H E B I R M I N G H A M T H E

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Do not manipulate into a repeat pattern.

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Do not combine with any other text.

Do not place any additional elements in the designated clear space.


Typography Baskerville Baskerville Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?(*)&%$

14. Typography is an important part to the branding style as just like the logo the typeface has just as much meaning to the overall identity. Baskerville is a typeface that holds a lot of importance to the brand, as it is a classic typeface that was created by type designer, John Baskerville, in Birmingham in 1757.

Baskerville Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?(*)&%$

The Branding of Birmingham will use four variations of Baskerville's font family; Regular, Italic, SemiBold, and SemiBold Italic.

Baskerville SemiBold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?(*)&%$

Regular is to be used primarily throughout the brand. Italic is to be used for emphasis on important parts of text. SemiBold is to be used to highlight sentences such as headers. SemiBold Italics is to be used in headers for words than need to be emphasised.

Baskerville SemiBold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789?(*)&%$


Thank You The content in this style guide has been created by Matthew Blick. It is the result to the ďŹ ndings of an Independent Study on place branding, and how it can be used successfully to create a distinct visual identity for a city. Thank you for reading. - Matthew Blick

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Matthew Blick / Independent Study / GDES3002


Birmingham style guide