Portsmouth: The great waterfront city brand guidelines

Official brand guidelines for the great waterfront city Standard version Portsmouth – the great waterfront city brand guidelines

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WELCOME TO THE GREAT WATERFRONT CITY Contents

What is the Portsmouth brand?

02 Welcome

In Portsmouth we think of our ‘brand’ as all the associations that spring to mind

03 Our brand explained

when you hear the word ‘Portsmouth’. Our job is to promote Portsmouth to visitors

04 Logo

and investors alike, so we want them to think all the right things when they see the word ‘Portsmouth’, see photos or read an article about our city. Getting people to

06 Logo usage

think positively about Portsmouth and updating people’s perceptions of our city is

07 Typography

what these guidelines are all about.

09 Colour palette

Anyone who has a vested interest in the city plays a vital role in promoting the

10 Examples of usage 13 Contacts

Portsmouth brand to residents, visitors and investors. Through the words you write, the images you use and the things you say, you have the opportunity to project a consistent and a positive view of our city and invite people to see Portsmouth, the great waterfront city, from a new angle.

Standard version This version of the Portsmouth, the great waterfront city (PGWC) brand guidelines is the standard version. If you work for Portsmouth City Council, please use the PCC specific version. It contains information on how to use the PGWC brand alongside PCC’s own logo and branding.

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OUR BRAND EXPLAINED In a sentence

In a few words

Portsmouth is a waterfront city

‘Putting the great into Portsmouth’

surrounded by the sea which has shaped its history and its culture for centuries, a modern

What we stand for Global Portsmouth has a new and enjoyable cosmopolitan culture offering markets, festivals, music, dining and events in this reawakened city of the sea.

city that is a breath of fresh air,

Recognition Portsmouth is emerging as a new and exciting city, with a vibrant waterfront economy. We

a distinctive culture with edge

are earning new respect and admiration.

and attitude, pride and passion.

Enthusiasm We are enthusiastic and passionate about our great city and our heritage. We are proud of the part Portsmouth has played in the nation’s history and the part our family and friends have played and continue to play in our story. We look forward to a future built upon our enthusiasm for our city and our determination to succeed.

Ambition We are ambitious for our city and ourselves, working to raise our collective expectations and aspirations.

True We are proud, independent and full of spirit. Portsmouth is real, true to itself and unpretentious.

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SUCCESS BREEDS SUCCESS Successful places attract new investment and create continuous positive outcomes.

If you or your organisation would like to show that you are

Places can be branded like products and services.

Place branding aims especially at increasing the attractiveness of a place. Branding is not just loose marketing activities, but holistic strategic development that influences the whole place.

Portsmouth brand awareness, then please use the logo on

part of making Portsmouth GREAT and want to support the your marketing materials.

Place branding brings added attrction to a place.

A branded place makes people aware of the location and connects desirable associations. For Portsmouth we need to identify our combination of unique attraction factors that make us different from our competitors and helps make Portsmouth GREAT.

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THE GREAT WATERFRONT LOGO 1. Portsmouth logo

1. Portsmouth logo

All of us have a vital role in promoting the Portsmouth brand. Our logo is our consistently applied shorthand representing the Portsmouth brand promise.

Logo typeface The great waterfront city logotype is an especially commissioned typeface called ‘Pompey’.

2. Regular white-out logo

2. Regular white-out logo

For legibility it is sometimes necessary to use the white-out version of the logo as shown opposite.

The star and the word ‘great’ must remain in colour, unless reproduced in one colour only or used on a green background.

3. Mono logos When the palette colours are not available the mono logo can be reproduced in black or white.

3. Mono logos

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THE GREAT WATERFRONT LOGO 4. Logo exclusion area

4. Logo exclusion area

5. Minimum size

To create the maximum visual impact of the logo, a clear space needs to be maintained around it in which no other type or image must appear.

5. Minimum size

25mm

The logo can be increased or decreased in proportion but the minimum size it can be used is 25mm wide.

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LOGO USAGE Correct logo usage

Correct logo usage

To create a consistent and positive view of Portsmouth that can be readily recognised by consumers and residents alike, it is vital to use the logo in the correct way.

Incorrect logo usage Our logo should never be redrawn, re-created, distorted, or changed in any way. For more advice contact the design team at PCC by emailing design@portsmouthcc.gov.uk or call 023 9284 1474.

Incorrect logo usage

Squashed horizontally

Squashed vertically

Angled or rotated

Alternative colouring

Without strapline

Difficult to read or illegible

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TYPOGRAPHY Headline text To reflect our modern and friendly brand we use Frutiger for all headline text, as shown in the examples. Any waterfront city campaign should use Frutiger Black Condensed to give it a look and feel of its own.

Sub-head text Frutiger Bold picked out in a contrasting colour.

Body text Frutiger Light.

Headline font

This is Frutiger Bold as a headline font

Headline font

This is Frutiger Black Condensed as a headline font

Sub-head example Example body text lorem ipsum dolor sit amet, consectetur adipscing elit, sed diam nonnumyeiusmod tempor incidunt ut labore et dolore magna aliquam erat volupat. Ut enim ad minimimveniami quis nostrud exercitation ullamcorpor suscipit laboris nisi ut aliquip ex ea commodo.

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TYPOGRAPHY Frutiger sample To reflect our modern and friendly brand we use Frutiger for all headline and body text, as shown in the examples.

Frutiger Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Frutiger Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Frutiger Black Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial sample For internal or web-based applications only.

Arial Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Arial Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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COLOUR PALETTE Portsmouth colour palette Our character as a city can be communicated through the colours we use. We are proud and passionate about our city that offers a compelling mix of vitality and heritage on the waterfront.

Stone Pantone 424 c30% m20% y19% k60% RGB: r108 g111 b112 HTML: 6C6F70

Zest Pantone 382 c34% m0% y100% k0% RGB: r190 g214 b0 HTML: BED600

The chosen colour palettes reflect this.

The names of the palettes are for reference only and each colour within any of the palettes will complement other colours in the same range.

However, you can go wild if you wish and choose any colour combination from any palette.

Pompey pride Pantone 300 c99% m51% y0% k0% RGB: r0 g101 b189 HTML: 0065BD

Pantone 302 c100% m49% y12% k58% RGB: r0 g65 b101 HTML: 004165

Pantone 2587 c60% m71% y0% k0% RGB: r130 g75 b176 HTML: 824BB0

Pantone Black 6 c100% m79% y44% k93% RGB: r17 g28 b36 HTML: 111C24

Pantone 634 c100% m13% y10% k40% RGB: r0 g104 b144 HTML: 006890

Pantone 5487 c53% m16% y31% k50% RGB: r98 g125 b119 HTML: 627D77

Pantone 623 c37% m4% y23% k10% RGB: r157 g188 b176 HTML: 9DBCB0

Pantone 7536 c11% m13% y30% k32% RGB: r170 g185 b166 HTML: BEB9A6

Pantone 5767 c32% m11% y76% k37% RGB: r137 g143 b75 HTML: 898F4B

Pantone 166 c0% m78% y100% k0% RGB: r224 g82 b6 HTML: E05206

Pantone 638 c89% m0% y9% k0% RGB: r0 g175 216 HTML: 52C6E2

Pantone 360 c64% m0% y80% k0% RGB: r97 g194 b80 HTML: 61C250

Pantone 226 c0% m100% y2% k0% RGB: r207 g0 b114 HTML: CF0072

Waterfront city Pantone 5285 c49% m43% y5% k16% RGB: r134 g131 b164 HTML: 8683A4

Passionate about Portsmouth Pantone 513 c58% m99% y0% k0% RGB: r142 g37 b141 HTML: 8E258D

Pantone 3275 c94% m0% y53% k0% RGB: r0 g178 b153 HTML: 00B299

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EXAMPLES OF USE If you are engaged in promoting Portsmouth to attract visitors, investment or spend to the city then we encourage you to use the great waterfront city branding on your marketing materials.

The brand is of particular importance if you are a: • Visitor attraction

...life

• Hotel or other visitor accommodation • Shop or shopping centre

on the water’s edge

The UK’s premier waterfront destination, now even easier to visit with the new Hindhead tunnel.

• F ascinating museums, famous historic ships, entertaining attractions and great shopping • T he birthplace of literary legend Charles Dickens and the centre of Dickens 2012 celebrations • A n exploration spot for London 2012

• Commercial estate agent • Transport operator • Restaurant Usage categories There are two ways you can use the great waterfront city branding. These are shown in the examples on this and the next two pages.

023 9282 6722

• your branding (such as Spinnaker Tower, Historic Dockyard etc.) with great waterfront city endorsement

www.visitportsmouth.co.uk

ref: TD12

For more information

• the great waterfront city as lead brand

The great waterfront city as lead brand The great waterfront city logo is used on its own as this advert promoted Portsmouth as a visitor destination to people outside of the city.

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EXAMPLES OF USE Somerstown regeneration project A bright new future

Somerstown Wellington Street Building council homes for local families to rent

www.portsmouth.gov.uk

Council branding with great waterfront city endorsement (for Portsmouth City Council use only) This hoarding features the council logo as the main brand, as the project is council led. It is supported by the new Shaping campaign and the great waterfront city.

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EXAMPLES OF USE Third party branding with great waterfront city endorsement These examples show how you could use the logo on your own promotional materials.

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CONTACTS If you need further information on anything in this document, please contact one of the following: Graphic design Portsmouth City Council Civic Offices Guildhall Square Portsmouth PO1 2AL Tel: 023 9268 8651 Email: design@portsmouthcc.gov.uk Portfolio: www.behance.net/portsmouthdesignteam Corporate communications Portsmouth City Council Civic Offices Guildhall Square Portsmouth PO1 2AL Tel: 023 9268 8073 Email: communications@portsmouthcc.gov.uk

‘I went to see

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