Sevenoaks Brand Toolkit

BRAND BOOK - VERSION 6.0

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Image credit: Castle Hill Farm

Contents 3

Section one Sevenoaks brand

23 Section five Colour

33 Section nine Using the brand

7

Section two The brand pillars

25 Section six Typography

39 Section ten How to get involved

12 Section three The brand narrative

28 Section seven Graphics

16 Section four Our logo

30 Section eight Imagery Cover image credits: Lavender Fields & Hops - Castle Hill Farm

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Section one

Sevenoaks brand

What is a place brand?

Why have a place brand?

Why Sevenoaks?

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Sevenoaks brand

What is a place brand?

Placemaking activity is built around four pillars live, work, invest and visit.

Creating a place brand that encompasses each of these disciplines ensures that the district can showcase everything Sevenoaks has to offer to its various audiences.

Effective place branding turns a location into a desirable destination for residents, businesses, investor and visitors alike. Embedded with the stories, the sentiments and selling points unique to our district, the Sevenoaks place brand will help to sell the district’s potential far and wide.

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Sevenoaks brand

Why have a place brand?

To create a strong place brand for Sevenoaks will support the wellbeing and economic development of the district, and the council’s key corporate objectives to promote the district as a visitor destination and attractive place to live, work and do business.

This toolkit is a resource for anyone to use when talking about Sevenoaks. By speaking with one voice, we can raise the profile of the district and contribute to the area’s ongoing success.

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Sevenoaks brand

Why Sevenoaks?

From its abundance of green, open space and historic buildings to its collaborative business community and excellent connectivity, Sevenoaks district is a place like no other. It is vital that our emerging place brand harvests the spirit of the Sevenoaks district and all it represents.

The creative concept we have developed seeks to harness the Sevenoaks district identity in a fresh, exciting and aspirational way. It is reflective of the feedback we have received from local businesses, members and stakeholders, but also of the direction where we want the district to go.

Image credit: Castle Hill Farm

A connected place with a rich heritage and a vibrant future.

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Section two

The brand pillars

A place to live A place to visit A place to work A place to invest

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The brand pillars

A place to live Sevenoaks district strikes a balance between being close to London and having access to the Kentish countryside, with more than 93% of the district being greenbelt. It provides its residents with the best of both worlds by offering rural charm and connectivity to the capital. People also feel safe and secure living in and bringing up a family in the Sevenoaks district.

The people and the place are intertwined which presents an exciting opportunity for some unique storytelling with this campaign.

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Image credit: Castle Hill Farm

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The brand pillars

A place to visit For those that are yet to discover the Sevenoaks district, there is an abundance of beauty, greenery, and commerce to enjoy. Independent shops, open spaces and cultural attractions all appeal to those travelling from elsewhere in the county, UK or Europe – but it is Sevenoaks’ heritage that sets it apart.

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The brand pillars

A place to work The collaborative and supportive nature of the Sevenoaks district business community comes across strongly and this is something we can build upon by showing that by working together businesses can share success. The district is home to a variety of different sectors, some of which are hidden yet thriving, which our place brand will shine a light upon.

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The brand pillars

A place to invest The Sevenoaks district’s entrepreneurial spirit, which along with affordable business rates and a supportive council, makes it a compelling place to relocate to, especially for those considering cutting costs by moving away from London. Having grown from strong roots, the Sevenoaks district supports start-ups, SMEs and large corporations alike.

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Section three

The brand narrative

What are the brand values?

Our brand values So much more...

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The brand narrative

What are the brand values?

These are the values that the brand is built on, and that we want the district to embrace when speaking about Sevenoaks’ offer. These are reflective of the ambitions and the vision of the District Council.

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Historic

Beautiful

The district’s heritage runs deep, not only in its famous attractions, but also in its buildings, high streets and history.

The beauty of the Sevenoaks district is also emerging strongly – it shows that it is home to places and spaces in which you want to spend time in and enjoy.

Entrepreneurial Both the Sevenoaks district and its people are ambitious and resourceful.

This entrepreneurial spirit is not only its strength but is also an appealing feature for those looking to relocate.

Connected

Vibrant

While boasting strong transport connections, the district is also connected by the sense of community among its residents and businesses.

Sevenoaks district has been recognised as vibrant in its identity and its aspirations. It is a theme that shines through the place brand.

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The brand narrative

So much more...

Research for the Sevenoaks place brand showed that not only is the district strongly associated with greenery, nature, beauty and wildlife, there were also significant responses from stakeholders talking about Sevenoaks’ connections, its entrepreneurial spirit, its history but also its potential for the future.

The Sevenoaks district is more than one town – it is a composite of different towns and villages, each with their own unique identities and offer, representing the diversity of a district which offers so much more than other areas.

It is from here that the ‘So much more’ tagline was born, as there is so much more to the district than you realise. Its beauty and history are compelling selling points, and should be celebrated, but this is only part of the story. There is more to discover for residents, visitors, businesses and investors.

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Section four

Our logo

The Sevenoaks logo Using the logo in the district Using the logo in a digital space A flexible brand Using the logo creatively

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Our logo

Primary Logo

The Sevenoaks logo Our logo is the most critical and recognisable element of our brand. Its consistent and thoughtful application is the cornerstone of a strong visual identity.

The tree ring texture is an integral element and should be used in conjunction with the logo wherever possible. It portrays the district’s heritage and natural environment in a modern and subtle way. This can be either in a circular or horizontal style.

Our logo will become a recognisable icon that will reflect the place and can be owned and applied by partners, staff, stakeholders, businesses and residents.

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Secondary Logo

Each logo design is available as PNGs, EPSs, JPEGs and SVGs in CMYK (for print) or RGB (for screen).

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Our logo

District Primary Logo

Using the logo in the district While for clarity the campaign will be referred to as Sevenoaks outside of the district, in some instances it is appropriate to use a version of the logo containing ‘district’. This includes locally to ensure all the various towns and villages within the district are equally represented.

SO MUCH MORE

support for your business

District Secondary Logo

Business networking

WESTERHAM

www.moresevenoaks.co.uk

Example

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Each logo design is available as PNGs, EPSs, JPEGs and SVGs in CMYK (for print) or RGB (for screen).

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Our logo

Using the logo in a digital space A variable or responsive logo design allows the brand to have flexibility in the digital space. Although still recognisable as the brand through style and colour by using logo variations, you can select the best one for wherever they are to be used.

Our logo also has a version specifically for use on social media. As most platforms use a square (1:1) aspect ratio for profile pictures and are often seen at a very small size, we want to ensure there is a logo optimised for social media.

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Icon/marque

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Our logo

CORE BRAND

CORE BRAND

PRIDE

VALENTINES DAY

CHRISTMAS

EASTER

A flexible brand Combinations of the brand’s colour, pattern, texture and layout allows the brand to flex and align with multiple areas of communication. This applies to the logo marque and type in any combination. There is the artistic license to give the brand personality without losing its essence. It is truly diverse, is relatable and reflects current and future perceptions of the district.

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Our logo

Using the logo creatively Typographic treatment of the Sevenoaks logo can be used as a solid, an outline or in combination to create abstract and creative layouts alongside imagery and pattern.

Images used for guidance only

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Section five

Colour

Our brand colours

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Colour

Vibrant & Bright

Green is normally associated with the district and a modern take on this as the primary colour set is supported by a bright and vibrant colour palette.

PANTONE 275

PANTONE 287

PANTONE 221

SUPPORTING COLOURS

We have carefully selected a colour palette that reflects the brand narrative. Although these colours are not what the district is currently known for – they are aspirational and work together to change people’s perceptions of the district.

PRIMARY COLOURS

Our brand colours

Friendly & Varied

PANTONE 3165

RGB 42 95 106 • HEX/HTML 2A5F6A • CMYK 80 40 40 35

50% TINT

PANTONE 7472

RGB 92 184 178 • HEX/HTML 5CB8B2 • CMYK 61 0 28 0

50% TINT

PANTONE 205

RGB 224 69 123 • HEX/HTML E0457B • CMYK 0 84 15 0

50% TINT

PANTONE 129

RGB 243 208 62 • HEX/HTML F3D03E • CMYK 0 10 80 0

50% TINT

PANTONE 2985

RGB 91 194 231 • HEX/HTML 5BC2E7 • CMYK 58 0 0 0

50% TINT

PANTONE 2685

RGB 51 0 114 • HEX/HTML 330072 • CMYK 97 100 0 19

50% TINT

PANTONE 144

A darker sub-palette should be used sparingly. For example when a stronger contrast is needed for text or graphics.

The colour profile CMYK and pantone should be used on any print collateral. RGB should be utilised on digital.

Please note, results on materials and stock types will vary.

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Section six

Typography

Our primary typeface Our secondary typeface

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Typography is a powerful tool to express our brand. It combines our visual identity and verbal identity to reflect who we are, what we say and how we feel.

Quatro Slab is our primary typeface for headlines and Lemon Sans is our primary typeface for body content.

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Typography

Our primary typeface Headline font

Body content font

Bold and full of character

Modern & Friendly

Quatro Slab Regular

Lemon Sans Next Light

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Quatro Slab Bold

Lemon Sans Next Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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Georgia and Arial are the secondary sans serif font and should only be used when the primary font Quatro Slab and Lemon Sans are not available.

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Typography

Our secondary typeface Headline font

Body content font

Bold and full of character

Modern & Friendly

Georgia Regular

Arial Regular

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Georgia Bold

Arial Bold

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

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Section seven

Graphics

Our supporting graphics

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Graphics

Our supporting graphics A collection of brand assets made up of patterns, shapes and textures inspired by the district, act as great brand carriers and will become an important part of the brand toolkit.

Tall trees & crunching leaves

Nature

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Running water & bubbling brooks

Bird song

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Section eight

Imagery

How to pick an on-brand image Our imagery

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Imagery

How to pick an on-brand image A picture tells a thousand words and is a powerful tool to communicate our brand; they can depict our inspirations and aspirations for the district and capture its personality.

Sevenoaks imagery should adhere to the following principles:

1. Capture real life

2. Have a clear focus

3. Identify with the brand values

Good example The subjects have been captured without them being aware of the photographer.

Good example A single focal point as well as an understated elegance.

Good example An image should be memorable, identifiable as Sevenoaks and echo the brands values.

Bad example This photograph feels very staged and unnatural.

Bad example Lack of focus means that the viewers eye fails to be drawn to one area and the image is less engaging.

Bad example Image is not recognisable as Sevenoaks uninspiring and forgettable.

How the place is perceived can be achieved through its imagery.

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Vibrant

Historic

Entrepreneurial

Beautiful

Connected SEVENOAKS

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Section nine

Using the brand

The brand elements Digital Print Examples of the brand in use

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Using the brand

The brand elements Here are some examples of how our brand identity can be applied across a range of materials and platforms.

General rules Logo - appropriate brand logo use - find out more on pages 17-22.

Typeface - appropriate use of typefaces across print and digital - find out more on pages 26 & 27.

Quatro Slab ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+

Lemon Sans Next ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@£$%^&*()_+

Colours - use assigned brand palette - find out more on page 24.

Imagery - source out of the ordinary, local, upstaged photographs - find out more on pages 31 and 32.

Supporting graphics - find out more on page 29.

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Using the Brand

Digital Videos Videos are a powerful tool to communicate our brand; they give us the ability to capture real and inspiring people, as well as places within our district. Video is more engaging than static imagery and can be used to highlight the call to action. All video content should feel authentic and creative. Avoid any shots that look too staged and contrived.

When filming, ensure two cameras are being used simultaneously. This ensures multiple angles captured, creating a more engaging and dynamic piece. Furthermore, capturing an ample amount of B-Roll footage to helps provides context.

Hashtags Primary: Hashtags: #Sevenoaks #LiveSevenoaks #WorkSevenoaks #InvestSevenoaks #VisitSevenoaks Campaign specific: #SoMuchMore #SevenoaksSoMuchMore #[Location]SoMuchMore

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Using the Brand

Print There should never be more than one So Much More logo on a page. Multiple logos dilute the strength and impact of the Sevenoaks identity.

Equal partnership The partners’ logos should appear in a line with the Sevenoaks place brand. If there are a large number of partners, it may not be possible to fit all the logos on the front cover – it might look better to list them on the first page or back cover of the communication. A neutral visual style should be used, where neither the So Much More nor the other partner organisations’ individual identities dominate.

SO MUCH MORE

SO MUCH MORE

Give yourself more space without ever feeling cut off

A collaborative and supportive business community is waiting

space for your business

potential for your future

www.moresevenoaks.co.uk

Lead partnership If the place brand is the lead partner and the other organisations are supporting partners, the So Much More logo should be given dominance, as well as other branding elements such as colours and fonts. The supporting partners’ logos should be placed along the bottom of the page.

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Lead Partnership Example

Equal Partnership Example

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Materials and finish Carefully chosen materials and products are an opportunity to translate our personality into the real world through physical properties. Good quality materials show that we take pride in our brand.

Consideration should be given to reducing the environmental impact of our printed materials – digital versions are our preference and printing should be kept to a minimum.

Paper stocks that reduce environmental impact should be prioritise, and we should always look to use FSC (Forest Stewardship Council) accredited materials. Any use of plastic must be minimal and justifiable. Longevity of printed materials must also be considered.

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Using the Brand

Examples of the brand in use Images used for guidance only.

SO MUCH MORE

space for you & the family

www.moresevenoaks.co.uk

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potential for your future A collaborative and supportive business community is waiting

We’ll give you the room to breathe

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SO MUCH MORE

SO MUCH MORE

to see & discover A vibrant, diverse and historic district to explore

SO MUCH MORE

space for your business Give yourself more space without ever feeling cut off

www.moresevenoaks.co.uk

www.moresevenoaks.co.uk

www.moresevenoaks.co.uk

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Section ten

How to get involved

Spread the word Tell your story Brand partners Contact information

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How to get involved Spread the word If you or your organisation would like to show your support for the So Much More campaign, then please use the logo on your marketing materials.

Place branding is all about shouting about what a place has to offer and what has been achieved there – so we want to maximise communication about Sevenoaks so we reach a bigger and wider audience.

Include Sevenoaks in project names, hashtags and every type of communication #SevenoaksSoMuchMore

Tell your Sevenoaks story We are always looking for ways to showcase the stories of Sevenoaks’ businesses and residents. To get involved with the campaign, email: info@sevenoaks.place

Brand partners Sevenoaks District Council is responsible for implementing and managing this place brand.

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Contact information Further guidance For further guidance on brand use please contact: Pillory Barn, The Maidstone Studios, New Cut Road, Maidstone, Kent, ME14 5NZ 01622 684407 hello@pillorybarn.co.uk

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moresevenoaks.co.uk | @moresevenoaks Last updated 2021. Copyright Sevenoaks District Council 2021. All rights reserved.

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