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partner toolkit November 2023

This is Croydon

Toolkit – Version 1.1

introduction

Croydon is the London Borough of Culture 2023, and we couldn’t be more proud! This is Croydon marks a year of celebrations putting Croydon’s unique identity, diverse communities, heritage, culture and creativity front and centre. From major events, with international headliners performing alongside home-grown talent, to hundreds of cultural activities from Croydon’s diverse creativecommunities, our programme will showcase the very best of Croydon to London and the world. These guidelines set out the core principles for crediting This is Croydon. Giving guidance on how to use our name, the logo, colour palette, funders crediting, plus details on marketing support and press guidance, and the This is Croydon boilerplate.

This is Croydon… and you’re welcome. This is Croydon

www.culturecroydon.com @culturecroydon #ThisisCroydon #CultureCroydon

Toolkit – Version 1.1

contents

Crediting Guidelines 4

Example print

Logos 4

Example digital

Our Name

Text credit

Our Logo 6

Social Media

With Strapline 7

Website

Logo Colour Variants

Marketing and Communications Support

Press & PR

Press Releases

Asset Guide

Meta Ad Specs

Website Event Listing

Google Display Ad Specs

Contact

Logo exclusion zone 9 Colour Palette Colour Accessability

Headline Typefaces

Secondary Typeface Typographic Hierarchy

This is Croydon

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Logo Lockup

Graphic elements

crediting guidelines Thank you for being part of the This is Croydon programme. As your project forms part of our programme, please may we ask you to use the This is Croydon logo across all of your assets – to include your website, social media assets and all other communications (e.g. posters, leaflets, video content and all branded materials), where possible.

LOGOS & ASSETS You can find the This is Croydon logos and other assets here.

This is Croydon

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our name Starting April 2023, Croydon is London Borough of Culture. Depending on the context we refer to Depending on the we refer or to our programme ascontext This is Croydon our programme is Croydon London Boroughas ofThis Culture or both.or London Borough of Culture or both. You should should use use This This is is Croydon Croydon in in titles titles You and public public facing facing contexts. contexts. Please Please do do and not shorten shorten or or confuse confuse the the phrasing. phrasing. not

Use:

London Borough of Culture This is Croydon The Mayor’s London Borough of Culture Do not use:

Croydon Borough of Culture Borough of Culture This is Croydon 2023 / 2024 I am Croydon We are Croydon The Mayor of London’s Borough of Culture

This is Is Croydon Croydon This

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our logo Our logo is a type only lock-up that embodies strength, resilience, a bold simplicity, confidence and a sense of energy in it’s arrangement. It marks a powerful statement of intent It a powerful statement formarks our year as London Boroughof ofintent Culture, for year as London of Culture, andour is the centre pieceBorough of our visual identity. and is the centre piece of our visual This version of the logo should primarily identity. be used for campaign materials. The lock-up which incorporates the strapline (next page) This version of the logo should primarily should generally be reserved for event and be used for campaign materials. The lockpartner materials. up which incorporates the strapline (next Pleaseshould note: generally be reserved for page) A full set logo artwork files are available event andof partner materials. via the shared Google drive here, so you will not need to create your own. Please note: A full set of logo artwork files are available via the shared Google drive here, so you will not need to create your own.

This is Is Croydon

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our logo with strapline Our logo exists in two variants. This version, which incorporates the This version, which incorporates the strapline helps relate our name to the strapline helps relate our name to the London Borough of Culture initiative London Borough of Culture initiative and should be predominately used for and should be predominately event and partner materials. used for event and partner materials. Please note: Our strapline is also available as a stand alone graphical asset – see page 19 for details on usage.

This is Is Croydon

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logo colour variants To suit both light and dark background colours, our logo is available in seven alternative colour-ways (Alongside the black and and white white versions). versions). black When placing the logo on a photographic When placingensure the logo on a photographic background legibility is not background ensure legibility is not compromised – select the logo that compromised – select the logo that has the most contrast. has the most contrast.

Pink version For use on light & dark backgrounds

Tangerine version For use on light & dark backgrounds

Green version For use on light & dark backgrounds

Violet version For use on light backgrounds only

Sunshine yellow version For use on dark backgrounds only

Lilac version For use on dark backgrounds only

Black only version

White only version

Mint version For use on dark backgrounds only

This is Is Croydon

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logo EXCLUSION ZONE AND SIZE GUIDE logo EXCLUSION

Exclusion zones

ZONE ANDExclusion SIZE zone GUIDE

The exclusion zone is the area of uninterrupted space around the logo into which no other element can intrude.

Exclusion zone The exclusion zone is the area of uninterrupted The minimum clear space around the logo into which nospace other is equivalent to the height of the capital ‘C’ running around element can intrude. the outer edges of the logo.

The minimum clearThe space is rule equivalent to the same also applies to the strapline version of our logo. height of the capital ‘C’ running around the outer edges of the Recommended logo. sizes The recommended size for the logo The same rule alsodepends applies to thethe strapline upon material it is applied to.

version of our logo.

The minimum size in print and on screen ensures that legibility is not compromised.

Recommended sizes The recommended size for the logo depends upon the material it is applied to.

The minimum size in print and on screen ensures that legibility is not compromised.

Recommended sizes — Print

Dimensions

Logo height

Dimensions

Logo height

420x297mm

21mm

420x297mm

31mm

297x210mm

16mm

297x210mm

22mm

210x148mm

12mm

210x148mm

18mm

148x105mm

10mm

148x105mm

14mm

Minimum size

—

7mm

Minimum size

—

12mm

Minimum sizes — Digital

25px

This Is Croydon

This is Croydon

Recommended sizes — Print

Minimum sizes — Digital

40px

Style Guide — Version 1.0

Toolkit – Version 1.1

Lilac

colour palette

R199 G178 B245 C28 M33 Y00 K00 Hex #c7b2f5 Pantone 2635

Our colour palette is a integral part of our identity. It is vibrant, bold and energetic – reflecting Croydon’s personality. We do not have a single signature colour, however when using a colour from our palette please ensure legibility is not compromised – select a suitable set of colours with the most contrast.

BLACK R00 G00 B00 C00 M00 Y00 K100 Hex #000000

Fuchsia

Violet

R255 G71 B196 C16 M76 Y00 K00 Hex #ff47c4 Pantone 806

R107 G107 B255 C73 M63 Y00 K00 Hex #6b6bfa Pantone 814

GREEN

SUNSHINE YELLOW

R13 G217 B135 C67 M00 Y64 K00 Hex #0dd987 Pantone 7479

R255 G218 B41 C02 M12 Y87 K00 Hex #ffda29 Pantone 108

This Is is Croydon

WHITE

TANGERINE

MINT

R255 G255 B255 C00 M00 Y00 K00 Hex #ffffff

R255 G148 B00 C00 M50 Y93 K00 Hex #ff9400 Pantone 1375

R176 G245 B222 C33 M00 Y22 K00 Hex #b0f5de Pantone 331

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LILAC

colour Accessibility

White text Not accessible Black text WCGA AA — accessible

To ensure our materials are accessible to everyone and we meet the standard, it is important to consider type size, colour contrast and legibility. This is our guidance on which colour combinations comply with Web Content Accessibility Guidelines (WCAG) 2.1.

black

White text WCGA AAA — accessible VIOLET

White text WCGA AA — Large text accessible

Fuchsia

White text Not accessible Black text WCGA AA — accessible

Black text WCGA AA — Large text accessible

GREEN

White text Not accessible SUNSHINE YELLOW

White text Not accessible

Black text WCGA AA — accessible

This Is is Croydon

white

TANGERINE

mint

Black text WCGA AAA — accessible

White text Not accessible

Black text WCGA AA — accessible

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HEADLINE TYPEFACE Integral CF is our headline typeface and is used for page / section titles and main headings across all materials. Integral CF gives our communications a bold, impactful and distinct feel, and clearly links in with our logo. The typeface is available via the shared Google drive here.

INTEGRAL CF EXTRA BOLD & DEMI BOLD (CAPS ONLY)

Setting the type

Tracking: +5pt Kerning: Metric

A Platform for talent

This Croydon This is Is Croydon

EXTRA BOLD ABCDEFGHIJKLmnopqrstuvwxyz 1234567890 DEMI BOLD ABCDEFGHIJKLmnopqrstuvwxyz 1234567890

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secondary typeface Silka is the typeface we use for body copy and lower level subheadings. Its clear letterforms ensure a good level of accessibility when using smaller text. We recommend the use of two weights of Silka – Semi Bold and Regular.

Setting the type

Silka Regular & Semi Bold Regular Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

Tracking: 0pt Kerning: Optical

The home of headliners

Semi Bold Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890

This This is Is Croydon Croydon

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TYPOGRAPhic hierarchy To give our written information consistency, we use a set of clear typographic principles. The example shows how to use a combination of fonts, weight and type sizes to create a strong typographic hierarchy. General guidance – Text should be left aligned. – Avoid using justified type.

Example headline set in: Integral CF Extra Bold Size: 100pt Leading: 75pt Tracking: +5

Example Subheading — Level 01 set in: Integral CF Demi Bold Size: 55pt Leading: 48pt Tracking: +5

HEADLINES & EVENT TITLES SUB HEADINGS — Level 01

– The recommended size for body copy in print is 11.5pt on 15pt leading. – Smaller copy such as captions and footnotes should be no smaller than 8pt. – Body copy should be set in black, at a minimum size of 11.5pt – Hyphenation should be turned off.

Example Standfirst set in: Silka Regular Size: 25pt Leading: 32pt Tracking: 0

Example Subheading — Level 02 set in: Silka Semi Bold Size: 18pt Leading: 24pt Tracking: 0

Example body copy set in: Silka Regular Size: 18pt Leading: 24pt Tracking: 0

This is This Is Croydon Croydon

Toolkit – Version 1.1 Style Guide — Version 1.0

Standfirst copy conestum ipionlocchuc omnem pris Mere comnimmo ervirmi ssedere patiam, cone con tabus ma, quam unum serividena, quam stracer tenatia edius nos, tisul vas nont. Sub heading — Level 02 Body copy repudam faccaborem hit volest quam alia que omni renti ullest, consequae laborenitet et rehendeseque consequ aeceperit rem et rehenim nonserciis voluptur? deles que quam assiti beriaepudit iunt, sume est hario int as corem quatem que quunt. Quianihil mi, aut autem aute voluptatem hillique nate sum vendistio. Rum undel maiori deles que quam assiti beriaepudit iunt, sume est hario int as corem quatem que quunt pore nihil etus nis evendaecto mo berferio ommolesed molupti oresed quas et.

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this is croydon logo lock up

Our logo should predominantly be positioned above or a distance away from all headline partners / secondary partners, with a minimum clear space that is equal to double the height of the ‘C’ in the logo.

To ensure there’s a clear and consistent hierarchy when applying the campaign logo and lead partners to materials we’ve devised a set of rules. 1. T he ‘This is Croydon’ logo should always be the largest logo on the page or in the frame. 2. Our lead partner, the Mayor of London always appears with the credit line ‘London Borough of Culture is a Mayor of London initiative.’ positioned in the same way as shown. 3. A vertical divider line is used to separate the Mayor of London from the lead presentation partner, Croydon Council, Arts Council England and National Lottery Heritage Fund.

Please ensure the Mayor of London logo has a minimum clear space of double the ‘M’ height.

This is Croydon

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Mayor of London logo = 60% of the This is Croydon logo.

Croydon Council logo = 30% of the This is Croydon logo

Additional / secondary partner logos should be equal/relative in size to the Croydon Council logo.

Heritage fund logo.

SUPPORTING GRAPHIC PATTERnS To work alongside the typography we have a set of supporting graphics which help generate further dynamism and energy across the visual identity. These three pattern devices are available as a set of digital files and can be adapted to sit over photography and as part of the graphic ribbons (featured on page 19). A full set of assets are available via the shared Google drive here.

Pattern device #01 (varying sized triangles)

Please note: To avoid over use of the triangles, please remember they are secondary to the typography and should be used with restraint – reserving their use for large scale installations and materials.

Pattern device #02 (Equal sized triangles)

Pattern device #03 (Scattered triangles)

Thisis IsCroydon Croydon This

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SUPPORTING GRAPHIC TICKER TAPE The strapline is available as a stand alone ticker tape device in a variety of colour-ways. Assets available to download via the shared Google drive here.

Ticker tap device (Available in seven colours)

It can be used horizontally or vertically down the edge of a poster or visual. It gives a sense of movement to materials while communicating that ‘This is Croydon’ is part of the London Borough of Culture Initiative. Please note: Do not use the strapline asset if you are already using the version of our logo with the strapline.

Thisis IsCroydon Croydon This

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SUPPORTING GRAPHIC Ribbon device The ribbon device is the final element in the suite of supporting graphics. They can be used flexibly across photography and solid colour backgrounds, at any angle to emphasis the energy and dynamism within Croydon’s unique identity. Please note: A selection of pre-made ribbons are available via the shared Google drive here, so you will not need to create your own.

Combined ribbon devices on solid colour

Thisis IsCroydon Croydon This

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Ribbon device over photography

20 18

Top graphic element

example of a print layout A5 leaflet design

Title text or This is Croydon Logo, make sure text can be read easily when put over the top of an image.

London Borough of Culture is a Mayor of London initative, with support from Arts Council Enagland and National Lottery Heritage Fund. The This is Croydon programme is being delivered through a unique collaboration between the cultural organisations and people of the borough in partnership with Croydon Council.

october to december 2023

Are you a school teacher, a home educator, parent or guardian looking for to make This is Croydon more enjoyable and accessible to young people? Go to www.culturecroydon.com/education for resources, activities, and information on workshops.

Croydon’s Caribbean Influencers move to the National Portrait Gallery Credit: Donna Fraser by Kyam.

To find out more about This is Croydon please visit: www.culturecroydon.com TO FIND OUT MORE scan this

   @Culturecroydon #ThisIsCroydon #CultureCroydon #MyLocalCulture

Above: Young students attend the launch day of Constable’s The Cornfield at Thornton Heath Library in partnership with The National Gallery. Photo credit: Rachel Adams for Croydon Council. Touretteshero Journey to a Better World part of Liberty Festival 2023 curated by Drunken Chorus. Photo credit: Paul Fuller.

Bottom graphic element

This is Croydon

Toolkit – Version 1.1

Main image

Bottom graphic element

Lock up to be put on a solid coloured background, not to be placed over an image. Should be put towards the bottom of the page.

example of social media layouts

One strong image

Title text

Social media elements do not need to have the ‘This is Croydon’ logo lock up. For canva templates click here.

Graphic element

This is Croydon

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Graphic element

text credit Where possible, the logo should be accompanied by a text credit i.e. in marketing copy on your website and featured in print:

London Borough of Culture is a Mayor of London initiative, with support from Arts Council England and National Lottery Heritage Fund. The This is Croydon programme is being delivered through a unique collaboration between the cultural organisations and people of the borough in partnership with Croydon Council. The following pages demonstrate how to use the name, logo and strapline. Please use this guide as a reference for all applications.

This is Croydon

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social media Please tag us in all your social media content when promoting your event so that we can in turn share your events and activities. Our handle is @culturecroydon and you can find us on Facebook, Twitter and Instagram.

For Instagram, consider posting your hashtags as the post’s first comment so followers can focus on the great caption you’ve written. For Twitter, only use a few that relate directly to your campaign or project.

Where possible and where space allows, please tag our and credit our funders: Mayor of London @LDN_Culture Croydon Council @YourCroydon Arts Council England @acegrams National Heritage Lottery Fund @heritagefund

Throughout the This is Croydon programme, we will be relying on you to provide content and assets that demonstrate your projects, please share any content that you would like us to post natively via our channels – please email: boroughofculture@wlcreative.org.uk

Please ensure you include crediting guidelines and hashtags from any funders of your project.

Please mark your emails Social Media Content and the name of your company in the subject line. Where possible, please give us at least one week’s notice for announcements and activity that you wish us to share on our channels.

The campaign hashtags are: #ThisisCroydon #CultureCroydon Please ensure you include hashtags relevant to your projects and that will support your marketing campaigns to reach audiences across social channels e.g. #dance #liveperformance #theatre #heritage #LetsDoLondon #MyLocalCulture #NationalLotteryHeritageFund #NationalLottery #LetsCreate #ACEsupported #LondonBoroughofCulture #Croydon #YourCroydon.

This is Croydon

website Your projects will feature on the This is Croydon website: culturecroydon.com Please ensure the This is Croydon team are informed of any changes or updates to your projects so that this is reflected on the website. Please email: culture@croydon.gov.uk Please mark your emails Website Content and the name of your company in the subject line. Where possible, please give us at least one week’s notice to make updates on the website. Please use your individual This is Croydon URL to promote your activities, including it on all materials where possible e.g. print, online.

This is Croydon

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MARKETING AND COMMUNICATIONS SUPPORT The This is Croydon programme is committed to supporting your projects and White Label are handling all marketing and communications.

• Providing This is Croydon brand materials for use at events

The programme will be split into seasons across the year, in order to identify key moments for activity and promotion – we will be in touch at these key moments to include you in those campaigns.

• Hosting surgeries and training sessions to support your campaigns further

• Working with partners to ensure content capture for use by all parties

Throughout the year, our support will include:

Please share all assets for sign off, and where possible please give us at least one week’s notice to respond. Please email your assets to your your lead community producer or culture@croydon.gov.uk.

• Promoting your projects via the This is Croydon owned channels – website, newsletter and social media channels

If you have any queries regarding marketing assets, please contact White Label: boroughofculture@wlcreative.org.uk

• Highlighting in key moment campaigns across paid channels and print where possible • Collaborating with partners to provide marketing support and advice where needed • Providing This is Croydon branding and toolkits to partners

This is Croydon

press and pr Four Communications is handling PR for Croydon London Borough of Culture. Our campaign will include the flagship events and campaigns around themes such as summer festivals and disability-led arts, and can support your event as part of programme launches and thematic campaigns. Please keep us informed of when you plan to announce your events so that we can maximise opportunities for collaboration. Please contact: CroydonLBoC@fourcommunications.com

This is Croydon

press releases Press releases need to be signed off by the GLA and Croydon Council. Please allow up to 10 days for this process. Please send draft releases to: CroydonLBoC@fourcommunications.com

boilerplates This is Croydon and GLA boilerplates should be included in all releases, along with Arts Council England and National Heritage Lottery Fund where appropriate. London Borough of Culture The Mayor’s London Borough of Culture award, launched in June 2017, brings Londoners together. It puts culture at the heart of local communities, where it belongs, illuminating the character and diversity of London’s boroughs and showing culture is for everyone, giving all Londoners a chance to be part of something extraordinary.

This is Croydon

This is Croydon The programme for London Borough of Culture 2023, This Is Croydon, will be a celebration of everything Croydon has to offer – created, directed and presented by the people of the borough. From major events with internationally renowned artists performing alongside home-grown talent, to dozens of cultural activities from Croydon’s diverse creative communities, the programme will showcase the very best of Croydon to London and the world. This is Croydon… and you’re welcome. Culturecroydon.com @culturecroydon #ThisisCroydon #CultureCroydon About The National Lottery Heritage Fund Using money raised by the National Lottery, we Inspire, lead and resource the UK’s heritage to create positive and lasting change for people and communities, now and in the future. www.heritagefund.org.uk. Follow @HeritageFundUK on Twitter, Facebook and Instagram and use #NationalLotteryHeritageFund

Since The National Lottery began in 1994, National Lottery players have raised over £46billion for projects and more than 670,000 grants have been awarded across the UK - the equivalent of more than 240 lottery grants in every UK postcode district. More than £30 million raised each week goes to good causes across the UK. About Arts Council England Arts Council England is the national development agency for creativity and culture. We have set out our strategic vision in Let’s Create that by 2030 we want England to be a country in which the creativity of each of us is valued and given the chance to flourish and where everyone of us has access to a remarkable range of high-quality cultural experiences. From 2023 to 2026 we will invest over £440 million of public money from Government and an estimated £93 million from The National Lottery each year to help support the sector and to deliver this vision. www.artscouncil.org.uk

Following the Covid-19 crisis, the Arts Council developed a £160 million Emergency Response Package, with nearly 90% coming from the National Lottery, for organisations and individuals needing support. We are also one of the bodies responsible for administering the Government’s unprecedented Culture Recovery Fund of which we delivered over £1 billion to the sector in grants and loans. Find out more at www.artscouncil.org.uk/covid19

Asset Guide

This is Croydon

Toolkit – Version 1.1

Meta (Facebook & Instagram) specs

copy

Stay up to date with social media image specs: https://docs.google.com/ spreadsheets/d/16zR402-MriVnvXcPk1JpOUwwfAJvYGF16VBpNlkVH0/ edit#gid=476246499

images

Headline 40 characters max. Recommended: 2

Description 90 characters max. Recommended: 2

Title treatment. Production images, close ups of characters, avoid layering text Recommended multiple assets. Supported file types: JPG 5MB max. file size

newsfeed & carousel 1:1 Image ratio 1080x1080 pixels

stories 9:16 Image ratio 1080x1920 pixels

videos Animated treatment. Trailers, Behind the scenes, Vox Pops etc. Supported file types: .MOV, .MPG-1, .MPG-2, .MPG-4, .MP4 4GB max. file size Captions recommended.

newsfeed 15-30 seconds encouraged 1:1 Image ratio 1080x1080 pixels

This is Croydon

stories & reels 15 seconds encouraged 9:16 Image ratio 1080x1920 pixels

website event listing image/copy specs

Event Information Title of event Date of event Location Main Image 1:1 Image ratio Size: 1280 x 720px

Description 90 characters max Recommended: 2

Copy Up to 250 words

Book Now: Link to ticketing page not venue event page

Find out more Additional information about venue or event

This is Croydon

google display ad specs

ad unit name

Smartphone Banner

320x50

Leaderboard

727x90

Billboard

This is Croydon

size (pixels)

970x250

MPU

300x250

Skyscraper

160x600

Double MPU

300x600

Video

426 x 240 (240p), 640 x 360 (360p), 854 x 480 (480p),1280 x 720 (720p), 1920 x 1080 (1080p), 2560 x 1440 (1440p) and 3840 x 2160 (2160p) Aspect Ratio: 16:9

placement

format

max weight (kb)

JPG and PNG (non-animated)

200kb Each Ad Unit

GIG (up to 30 seconds, 15 - 20 fps, no looping

MP4

1GB - 128GB

contact If you have any queries regarding marketing assets, please contact White Label: boroughofculture@wlcreative.org.uk For any queries regarding press and communications, please contact Four Communications: CroydonLBoC@fourcommunications.com

This is Croydon

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