Forest Park Brand Guidelines by newhallpublishing

Version 01 - February 2024

An award-winning family-owned holiday park situated on the stunning North Norfolk coastline

A brand is more than just a logo or a corporate identity system. A brand is a person's gut feeling about our business, from holiday home owners and guests, to staff and 'third party' suppliers. These brand guidelines begin the process of defining what Forest Park stands for internally and externally and what our values and characteristics are. It also provides visual guidelines to ensure a level of quality and consistency throughout our visual communications.

As we enter a new chapter in our history – and look to an exciting future – it is important for us to continue to present ourselves in the best way. We need to project and maintain a consistent and distinctive identity in the marketplace.

We must all ensure that the representation of our brand and the basic elements of our identity are always used coherently and correctly.

This document outlines a number of fundamental areas of importance to ensure that the look and feel of all our communications complements our brand values and ethos.

We have an excellent reputation for the quality of our site and offering. By adhering to these guidelines we will ensure that our identity stays strong and we promote a consistent image to our audiences across all of our communications.

Brand Proposition

Our Brand Proposition and Our Brand Essence

What we are and what we do…

Forest Park is an award-winning family-owned holiday park situated on the North Norfolk coastline offering residents and guests the opportunity to escape and enjoy an outstanding natural holiday.

Brand Character

Our Brand Character and our Target Market

Key words to sum us up…

Enthusiastic, warm, approachable, passionate, commitment, hard-working, trustworthy, knowledgeable, polite, collaborative, smart but not corporate, accountable.

Brand Essence

The core characteristic of our business…

To ensure our residents and guests always receive the highest quality – and value for money – service ensuring an unforgettable experience in a safe and friendly community.

Target Market

More sales, more stays, more income…

Setting ourselves apart from the competition, with our strong relationships with existing residents and guests, and higher brand profile, we seek more repeat business and to attract more camping and touring visitors, by the promotion our stunning location, longer operating season and on-Park innovative attractions and facilities, as well as those across the surrounding area.

‘Silver Surfers’ are a key market, both local and further afield, for Holiday Home sales, but with a focus on the extended family and next generation.

Identity Guidelines

Our Logos & how to use them

Primary logo

The Forest Parks logo is the most recognisable brand asset. It is vital it is applied consistently wherever it appears. The primary logo includes the name, tagline and rhododendron icon.

Logo exclusion zones

When printed this logo should be used at a minimum of 30mm wide with an exclusion zone of 1/3 of the size of the logo.

Alternative logo colours

The logo is available in full color and single colour options including black for use on mono colour documents.

When applying the logo to a white background the full colour version should be used.

Other logo usage

Minimum size

When printed this logo should be used at a minimum of 30mm wide.

Minimum size for on-screen use is 170px wide at 150 PPI.

Other logo usage

White on backgrounds

When applying the logo to a coloured background the white logo version should be used.

Things not to do

• Alter the colour of the logo text

• Squeeze/manipulate the logo

• Alter the icon colour

• Stack the text under/ above the icon

• Alter the font group

• Use the full colour logo on a coloured background or image

• Use the white logo version in colour

30mm

Our brand colours & graphic elements

Primary colour palette

The Forest Parks colour palette ensures the consistency in presentation across all assets. It includes a primary Green and Blue.

The colour palette is available for use in a range of tints decreasing by 20%.

Colour palette

PRIMARY GREEN

PANTONE 368C

C60 M0 Y100 K0

R118 G189 B34 #76BD22

RGB and CMYK colour values

All colour values have been calculated in Adobe InDesign CC 2023 by converting Pantone + Coated Library swatches using the Coated Fogra39 and sRGB IEC619662.1 ICC profiles contained in the “Europe General Purpose 3” colour settings.

Engine: ACE Intent: Relative Colorimetric

Hex numbers are decimal to hexadecimal conversions from the RGB values specified.

PRIMARY BLUE

PANTONE 7699C

C82 M49 Y33 K18

R51 G100 B127 #33647F

Secondary colour palette

In addition to our primary colours, our secondary colours develop the brand.

This includes Cedar, Sky, Sunrise and Dusk.

Colour palette Brand graphics

SECONDARY CEDAR

PANTONE 7526C

C29 M80 Y95 K32

R140 G59 B26

#8C3B1A

Graphic elements

A choice of graphics to be incorporated as design elements. For use as backgrounds at 40% tint.

SECONDARY SKY

PANTONE 631C

C70 M7 Y20 K0

R55 G176 B201 #37B0C9

SECONDARY SUNRISE

PANTONE 143C

C2 M33 Y85 K 0

R 246 G180 B 54 #F6B436

SECONDARY DUSK

PANTONE 416C

C49 M37 Y47 K22

R126 G127 B116 #7E7F74

Descriptor and logo

Examples of use

While the tagline in the brand development has been retained, an additional descriptor is available to use when appropriate.

This has the added benefit of expanding and identifying Forest park's key offering to visitors.

The descriptor is especially important to ustilise in digital communications for SEO and keyword search purposes.

An award-winning family-owned holiday park situated on the stunning North Norfolk coastline

Our tone of Voice

Overview

Tone of Voice

Enthusiasm

Engagement

At Forest Park, we always aim to deliver our best. To do this, we avoid negativity and believe our staff should aspire to demonstrate these key values and behaviour as they go about their roles daily, as well as embodying these values in our written and verbal communication:

Have a genuine passion for what we do

Demonstrate a desire to surprise and exceed expectations

Adopt a bold approach to making things happen

Maintain a positive attitude and high energy

Inspire others with infectious passion

Bring a personal touch to every customer experience

Show a genuine curiosity and interest in others, build rapport and create enjoyable interactions and relationships

Actively listen to others and respond accordingly

Demonstrate warmth and approachability

Expertise

Be the best at what we do

Continuously aim to improve performance

Seek to develop capability and knowledge of job role

Work with others to achieve mutual goals

Empathy

Show sensitivity and understanding to colleagues and customers

Understand feelings of yourself and others

Actively seek to understand the needs and viewpoints of others and consider these in pursuing your own objectives

Demonstrate a personal interest in your team’s concerns and aspirations

Enabling

Help customers to achieve their goals

Take ownership for responding to customer needs

Be proactive and look for opportunities to improve customer experiences

Be dependable and demonstrate urgency in seeking solutions to problems

Share information and experience to help others make informed decisions

Please refer to work behaviour framework for more information on positive work indicators.

Our typeface

Primary typefaces

Museo Sans is our primary sans serif typeface to be used on all external/designed marketing communications.

IvyPresto is our primary serif typeface.

Together they create a characterful typeface set that is both professional and approachable. Legible and modern, the lighter weights work for text and the bolder weights make for compelling display styles.

Typefaces

IvyPresto Text Regular

IvyPresto Text Bold

Alternative typeface

Our secondary typeface is Avenir. A modern sans serif, it is a versatile font that enhances a professional feel and brings an element of heritage to visuals.

If unavailable a secondary alternative font is Garamond.

Identity Guidelines

Our photography

General workplace pictures

Good photography makes all the difference in effective and eye-catching communication.

Things to do:

• Check the quality, lighting, contrast

• Store the high-res version for future marketing use

• Show people – our colleagues are key to the brand when possible

• In portraits, people should look professional and approachable

Things to avoid:

• Don’t use blurred, pixilated or low-res images

• Don’t crop individuals

• Don’t stretch images

Profile pictures

An image bank of profile 'headshots' are available for use in communications. It is important to show approachability and professionalism in profile pictures. Photos should not be cropped too closely or show the subject at too much distance. A 'head and shoulders' profile image is most suitable.

Using stock

Utilising a selection of appropriate stock imagery is encouraged on communications. The look and feel of stock images should reflect the written tone of voice and present both the ethos of Forest Park and the landscape of North Norfolk.

Our website & social media marque

Website

The new Forest-Park website has been deliberately designed to be clean and uncluttered. The platform for the site is WordPress and content can be amended via the CMS at www.forest-park. co.uk/wp-admin .

At present the only person within Forest Park with a log in to amend the site is sales@forest-park.co.uk. This is to ensure that erroneous content is not uploaded. For amends, changes and new content to be upload please contact Dave Stone or Holly Curley @ Newhall

Whilst the site has utilised some stock imagery – over time we would like to replace with beautiful imagery taken on site, and built out the history section once content has been received.

Social marque

The Forest Park symbol should be used where appropriate consistently across all social media platforms.

Social media marque /tone of voice

Tone of voice overview

Among the many ways to stand out on social media – great content, amazing visual, native formatting – one that often gets overlooked is the tone of voice.

Your followers do not want to be seen as pound signs; they crave authentic information. Finding a voice for your social media marketing can be difficult because the concept is unlike other optimisation strategies online. Voice is not a statistic you can track or a design element you can tweak. Voice goes deeper than that. Instead of tracking and analysing, you can plan and practice.

What is the difference between voice and tone?

Voice: Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional.

Tone: A subset of your brand’s voice. Tone adds specific flavour to your voice based on factors like audience, situation, and channel.

Opposite you will find some suggestions for tone of voice by the three social platforms you will be using going forward:

Reader: Existing customers, potential customers

Reader feelings: Eager and engaged to find interesting content and information

Your tone should be: Helpful, informative, clear, approachable

Write like this: 'Did You Know? We have released our event calendar for 2024. Discover more here…'

Tips: Sound authoritative, professional, helpful. Invite others to learn and discover

Reader: Audience segment

1 – slightly older audience –existing customers and potential customers looking for insight into the Park

Reader feelings: Keen to find out information and see the park shown in its best light. Your tone should be: helpful, informative, clear, approachable, proud, formal but friendly

Write like this: 'We had 100 cub scouts on site this week. This is what they got up to on their visit'

Tips: Use lots of questions. Invite comments. Engage your users. Respond to comments and questions. Make readers feel part of a community

Reader: Potential and existing customers, Audience segment 2 – slightly younger demographic, influencers on purchase decisions

Reader feelings: Eager and engaged to find interesting content and information. Wanting reinforcement that Forest Park is the place for them. Your tone should be: helpful, fun, informal, informative, proud

Write like this: 'Look at this beautiful sunset over the park last night. #holidaygoals'

Tips: Use language to define the purpose of the post. # to cast your net to a wider audience via interest type related to the post

How it all comes together

Letterhead/ compliment slip

Examples of available documents from the central asset resource

Business cards

Business cards are a primary contact tool to encourage engagement with visitors and display both personality and professionalism while presenting the brand consistency bringing together all elements of the renewed branding.