Brand Guide

MAKE IT LANCASHIRE WHERE BUSINESS FEELS AT HOME

BRAND GUIDELINES GUIDELINES FOR CORRECT USAGE OF THE MAKE IT LANCASHIRE BRAND IDENTITY

DRAFT DEC 06

MAKE IT LANCASHIRE WHERE BUSINESS FEELS AT HOME

MAKE IT LANCASHIRE There is nowhere quite like Lancashire! A dynamic business location with all the commercial, social and cultural attributes required to support a flourishing knowledge-based economy; a highly networked business hub, right at the heart of the United Kingdom; an area of outstanding natural beauty where people work, rest and play with equal vigour.

MAKE IT LANCASHIRE is about communicating this exciting news to the business world at large. It’s about letting everyone know that Lancashire is a place where business succeeds, a place where business grows, a place where business feels at home.

MAKE IT LANCASHIRE BRAND GUIDELINES

MAKE IT LANCASHIRE BRAND GUIDELINES INRODUCTION CONTENTS THE BRAND

THE BRAND INTRODUCTION ABOUT THE BRAND STATEMENT AND VALUES

THE LOGO 1 2 3

THE LOGO EXPLAINED COLOUR USAGE MONO USAGE THE STRAPLINE THE LOGO EXCLUSION ZONE MAXIMUM AND MINIMUM SIZES TYPOGRAPHIC CONVENTIONS COLOUR REFERENCES USAGE GUIDE USE WITH OTHER BRANDS THE ‘HILLSIDE’ SYMBOL

THE EXAMPLES 5 6 7 8 9 10 11 12 13 14 15

SAMPLE STATIONERY SAMPLE DOCUMENTS MASTERFILE DIRECTORY

17 18 19

THE BRAND INTRODUCTION ABOUT THE BRAND STATEMENT AND VALUES

THE BRAND

INTRODUCTION THE GUIDELINES This document is to be used as a guide to the correct usage of the Lancashire Economic Partnership’s MAKE IT LANCASHIRE investment brand.

LEP BACKGROUND The Lancashire Economic Partnership (LEP) was formed in April 2005 to promote economic growth and prosperity throughout Lancashire.

In order to preserve the integrity of the brand and maintain consistency of representation, all communications leading with the MAKE IT LANCASHIRE investment brand must be developed in line with the recommendations below.

Operating primarily at a strategic level and managing some sub-regional projects where appropriate, the Partnership acts as the primary point of contact with the Northwest Development Agency, providing leadership and partnership coherence at sub-regional level.

The LEP represents a wide cross-section of interests, including local government, the private and voluntary / community sectors, health, transport, visitor economy, housing, education/training and business support.

The Partnership covers the geographical area served by the twelve Lancashire district councils, two unitary authorities (Blackpool and Blackburn with Darwen) and Lancashire County Council.

MAKE IT LANCASHIRE BRAND GUIDELINES

IF IN DOUBT Should you require any further clarification on the use of the MAKE IT LANCASHIRE brand, or advice on any applications not covered by these guidelines, please contact the Lancashire Economic Partnership Business Development department for further assistance: Business Development Department Lancashire Economic Partnership Globe Centre St James Square Accrington Lancashire BB5 0RE Telephone: 01254 300460 Facsimile: 01254 399741

1

THE BRAND

ABOUT THE BRAND WHY ARE WE USING A BRAND? A key objective for the Partnership is to promote Lancashire as an attractive investment location, on regional, national and international platforms.

The MAKE IT LANCASHIRE symbol, logotype and strapline have been developed to provide a strong, customer-facing platform from which to communicate key messages in a consistent and coherent manner across the full mix of media.

With this in mind, the key objectives for the use of the brand are to: Create a consistent and cohesive suite of marketing materials that will...

WHAT’S THE RATIONALE BEHIND THE BRAND? The rationale behind the brand and the key messages that it represents are drawn from two main sources: a market research exercise, designed to ascertain perceptions of Lancashire as a business location and the Lancashire Economic Strategy.

As such, the brand has been developed in reference to the following key considerations: Lancashire’s mix of rural and urban spaces, and its easy access to countryside and coastal areas, is a distinguishing and positive feature.

WHY DO WE NEED GUIDELINES? The MAKE IT LANCASHIRE brand has been developed in direct response to the needs of its market and with reference to the wider economic regeneration effort in the sub-region. As such, controlled use of symbol, logotype and strapline will reap the following benefits: The creation of consistent and coherent identity to facilitate easy recognition of the brand, its positive associations and its relationship with Lancashire.

Provision of a dedicated platform for communicating key messages to businesses and ensuring that all communications are relevant to the target market.

Raise the profile of Lancashire as a business location regionally, nationally and internationally, and...

As a sub-region, Lancashire is characterised by its polycentricity – its incorporation of multiple complementary areas, that in combination provide a highly fertile economic backdrop for business.

The development of a prominent profile for Lancashire on regional, national and international stages in order to compete more effectively with other sub-regions.

Effectively communicate the benefits Lancashire offers as a business location, thereby...

The growth of the knowledge-based sectors is key to the future of the sub-regional economy.

Consistent and continued reinforcement of the core brand values amongst the target audience.

Attracting inward investment from knowledge-based enterprises and...

Competitive cost base and good transport links are important factors when considering (re)locating a business, and Lancashire is strong in this regard.

Maintenance of a professional and appealing image at all times.

Ensuring that current Lancashire businesses remain within the County.

MAKE IT LANCASHIRE BRAND GUIDELINES

2

THE BRAND

STATEMENT AND VALUES BRAND STATEMENT As a business location, Lancashire is unique. The subregion as a whole offers all the economic, social and cultural attributes required to build a thriving knowledgebased business.

It is progressive and distinctive in the way that it provides these conditions and boasts the added key benefits of strong transport links and easily accessible areas of outstanding natural beauty.

MAKE IT LANCASHIRE BRAND GUIDELINES

BRAND VALUES As a business location, Lancashire is: Innovative Dynamic Commercially focused Diverse Characterised by a mix of rural, urban and coastal areas Friendly Down-to-earth

REINFORCING KEY MESSAGES The brand statement and values should be used as a reference point for the development of all subsequent branded communications.

Using these themes as a foundation for marketing materials will reinforce the key messages and build a distinctive tone of voice.

3

THE LOGO THE LOGO EXPLAINED COLOUR USAGE MONO USAGE STRAPLINE LOGO EXCLUSION ZONE MAXIMUM AND MINIMUM SIZES TYPOGRAPHIC CONVENTIONS COLOUR REFERENCES USAGE GUIDE USE WITH OTHER BRANDS THE ‘HILLSIDE’ SYMBOL

THE LOGO

THE LOGO EXPLAINED The MAKE IT LANCASHIRE logo is made up of three core elements: Symbol: the ‘hillside’ comprising blue, grey and green stripes Logotype: the brand name presented in capitals with an emphasis placed on ‘LANCASHIRE’

Symbol

Strapline: ‘Where business feels at home’ This identity forms the cornerstone of the the entire brand and should be used prominently on all materials.

DESIGN RATIONALE Lancashire is a modern, exciting place in which to do business. It has all the attributes necessary to support a thriving knowledge economy and has a unique proposition for businesses looking to (re)locate. However, the subregion is still associated negatively with its industrial past.

The MAKE IT LANCASHIRE brand has been designed to combat these negative perceptions and position Lancashire as a vibrant, dynamic location with key ‘quality of life’ attributes that differentiate it from other sub-regions.

The ‘hillside’ symbol compromises blue, grey and green elements to represent coastal, urban and rural areas

MAKE IT LANCASHIRE BRAND GUIDELINES

Logotype Strapline

respectively. It communicates Lancashire’s rich diversity and captures a modern, contemporary feel.

The MAKE IT LANCASHIRE logotype is an emphatic and confident recommendation to any business owner looking to (re)locate their business. It communicates self-belief and success, whilst capturing the vibrancy and strength of the Lancashire economy.

The strapline ‘where business feels at home’ conveys the friendliness and approachability associated with Lancashire and communicates the sub-region as a ‘natural choice’ for a business location.

Along with the brand statement and values, this rationale should be used as a reference for the development of all future brand communications.

5

THE LOGO

COLOUR USAGE PRINTED USE Wherever possible the three colour PANTONE version of Make It Lancashire logo should be used:

Pantone 285c Cool Grey 5c Pantone 5767c

MIL_STRAP_PANTONE.eps MIL_NOSTRAP_PANTONE.eps When producing four colour (process) artwork / documentation, the CMYK variant should be used: Pantone

MIL_STRAP_CMYK.eps MIL_NOSTRAP_CMYK.eps C89 M43 Y0 K0 C0 M0 Y0 K29 C15 M0 Y68 K39

DIGITAL / ONLINE USE For all communications to be viewed on screen the GIF (RGB) version of the logo should be used: MIL_STRAP_COL.gif MIL_NOSTRAP_COL.gif When using individual colours from the logo for on-screen applications, specific hexadecimal colour values should be used.

CMYK

HEX 2461AA HEX B5B5B5 HEX 859234

HEX/Online

MAKE IT LANCASHIRE BRAND GUIDELINES

6

THE LOGO

MONO USAGE Black and white variants of the logo may also be applied to increase legibility and in cases where colour usage is restricted.

WHITE If the visibility of the logo is in doubt against a coloured background then the reversed out (white) version of the ‘Make It Lancashire’ logo must be used: MIL_STRAP_WHITE.eps MIL_NOSTRAP_WHITE.eps BLACK For monochromatic documents ( e.g. fax ) that are against a white background, the black version of the ‘Make It Lancashire’ logo must be used:

White logo with strapline

White logo without strapline

Black logo with strapline

Black logo without strapline

MIL_STRAP_BLK.eps MIL_NOSTRAP_BLK.eps

MAKE IT LANCASHIRE BRAND GUIDELINES

7

THE LOGO

STRAPLINE WITH OR WITHOUT? Wherever possible the strapline should be included to reinforce the brand’s core message.

When used at smaller sizes (between 30 and 60mm), the logo should appear without the strapline. 60mm is the smallest size the logo should appear with the strapline.

Whilst it is acceptable for the logo to be used without the strapline, the strapline should never be used in isolation from the logo.

PRINT Advertising, corporate material and marketing literature: the logo should appear with the strapline wherever possible.

Logo with strapline

DIGITAL/ONLINE Plasma screen displays and multimedia presentations: the logo should appear with the strapline wherever possible.

Websites/HTML newsletters: Unless legibility can be guaranteed, the logo should be used without the strapline.

LOW RESOLUTION DOCUMENTATION Where the MAKE IT LANCASHIRE logo is being reproduced in lower resolution documents (such as fax headers), then it should be used without the strapline, unless legibility can be guaranteed.

MAKE IT LANCASHIRE BRAND GUIDELINES

Logo without strapline

8

THE LOGO

LOGO EXCLUSION ZONE BREATHING SPACE The exclusion zone for the MAKE IT LANCASHIRE logo is measured by the vertical height of the capital letter ‘A’ in the logotype. This zone should remain free of any other elements in all circumstances.

Logo exclusion zone

MAKE IT LANCASHIRE BRAND GUIDELINES

9

THE LOGO

MAXIMUM AND MINIMUM SIZES

60MM

60MM

60MM

30MM

30MM

30MM

LEGIBILITY Smallest and largest size specifications have been determined with reference to the legibility of the strapline. In cases where print quality or low resolution applications are likely to impair legibility, minimum size must be increased to ensure that the legibility is preserved.

LARGEST When reproducing the MAKE IT LANCASHIRE logo at larger sizes, it should not exceed 1/3 the width of the page, whilst also adhering to the exclusion zone guidelines.

In cases where the logo is being used for a title page flexibility is allowed.

SMALLEST Used with the strapline, the logo should not be used at less the 60mm wide. Without the strapline, the logo should be used at no less that 30mm wide.

LARGE FORMAT When reproducing the MAKE IT LANCASHIRE logo for large format print, please contact the Business Development department for advice on suitable proportions. (See page 1 for details).

MAKE IT LANCASHIRE BRAND GUIDELINES

DIGITAL When being reproduced in digital format, the MAKE IT LANCASHIRE logo should appear at no less than 200px wide when appearing with the strapline. The logo should appear at no less than 150px wide when reproduced without the strapline.

10

THE LOGO

TYPOGRAPHIC CONVENTIONS There are two font families that are used in the Make It Lancashire brand: Futura and HelveticaNeue. In cases where these fonts are not available, Arial should be used.

Futura Book BT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HelveticaNeue ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

LOGOTYPE & HEADLINES Futura Book BT, Futura BT Medium & Futura BT Light.

Where these options are not available, Arial in a bold weight should be used.

Futura Light BT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HelveticaNeue Light ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Futura Medium BT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HelveticaNeue Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Futura Book Italic BT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HelveticaNeue Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Futura Light Italic BT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HelveticaNeue Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

Futura Medium Italic BT ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

HelveticaNeue Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

BODYCOPY & SMALLER TITLES HelveticaNeue, the font family may be applied using the Light through to Bold and italicised versions. Where these options are not available, Arial font should be used.

ALIGNMENT The suggested method for text alignment is left aligned, ragged right, as per these guidelines.

COLOUR Bodycopy should appear at either 75% black or reversed out in white. Titles should be produced in complementary colours to the Make It Lancashire brand identity - perferably using the core colours of Pantones 285c, 5767c, Cool Gray 5c and its tones.

MAKE IT LANCASHIRE BRAND GUIDELINES

11

THE LOGO

COLOUR REFERENCES COLOUR The colour version of the logo must always appear in the following three colours or their exact CMYK/HEX representations: Blue stripe: (Pantone 285c) to the top Grey stripe (Pantone Cool Gray 5c) to the middle Green stripe (Pantone 5767c) at the bottom Logotype and strapline will always appear in green.

BLACK The black variant should be used in mono documents where a white or a light background is used.

285C C 89 M 43 Y 0 K 0

COOL GRAY 5C C 0 M 0 Y 0 K 29

5767C C 15 M 0 Y 68 K 39

HEX 2461AA

HEX B5B5B5

HEX 859234

BLACK C 0 M 0 Y 0 K 100

WHITE C 0 M 0 Y 0 K 0

HEX 000000

HEX FFFFFF

WHITE The white variant should be used against darker solid colours or where the background image is interfering with the legibility of the colour logo.

ONLINE For all communications to be viewed on screen, the GIF (RGB) version of the logo should be used When using individual logo colours for on screen applications, specific hexadecimal colour values should be used.

MAKE IT LANCASHIRE BRAND GUIDELINES

12

THE LOGO

USAGE GUIDE VISIBILITY The logo should only be placed on images where the logo is visible - busy photographs should not be used. Where the logo is reproduced against a photographic image it should remain clear and prominent on the page or reproduced as a white out.

RESIZING Any resizing of the logo should retain the original proportions. The logo should not appear skewed, squashed or stretched.

Do not place against a busy images

should should should should

be visible not be rotated or squashed appear against suitable backgrounds always appear with the logotype

MAKE IT LANCASHIRE BRAND GUIDELINES

Do use complementary colours

Welcome to the Make It Lancashire seminar for business development in the region.

INTEGRITY OF THE ELEMENTS The logo should never appear separate from the logotype unless as a visual graphic device in support of the main branding (See page 15 for details).

Logo Logo Logo Logo

Do not change the colours

MAKE IT LANCASHIRE

Do not distort

Do not place too close to text

Do use black as a single colour option

Do not remove or change elements

Do not seperate elements

Do use on uncluttered images

13

THE LOGO

USE WITH OTHER BRANDS LANCASHIRE ECONOMIC PARTNERSHIP The MAKE IT LANCASHIRE logo is held under the Lancashire Economic Partnership brand umbrella and should always be seen in conjunction with it.

SINGLE BRANDED On documents leading with the MAKE IT LANCASHIRE brand, the LEP logo must also be incorporated at all times.

The MAKE IT LANCASHIRE logo is weighted towards to the right and should always be placed in the top right corner when used as a document header (1). When used as on a title page, the logo can be positioned centrally.

MAKE IT LANCASHIRE BRAND GUIDELINES

DUAL-BRANDING In cases where documents need to lead with two brands, equal weighting should be given to each and the MAKE IT LANCASHIRE logo should appear on the right wherever possible.

PARTNER BRANDING In cases where partner brands need to be incorporated, the relevant logos should be placed along the bottom, starting in the right hand corner with Lancashire Economic Partnership and working across to the left hand side of the page.

14

THE LOGO

USING THE ‘HILLSIDE’ SYMBOL SUPPORTING THE MAIN BRAND Whilst the ‘hillside’ symbol must never be used in isolation from the logotype in the main branding of document, it can be used as a graphic device to bring visual interest and support, as per these guidelines.

MIL_HILLSIDE_PANTONE.eps MIL_HILLSIDE_CMYK.eps MIL_HILLSIDE_BLK.eps MIL_HILLSIDE_WHITE.eps MIL_HILLSIDE_300_COL.tif MIL_HILLSIDE_300_BLK.tif MIL_HILLSIDE_72_COL.tif MIL_HILLSIDE_72_BLK.tif MIL_HILLSIDE_COL.gif MIL_HILLSIDE_BLK.gif MIL_HILLSIDE_WHITE.gif MIL_HILLSIDE_COL.png MIL_HILLSIDE_BLK.png

MAKE IT LANCASHIRE BRAND GUIDELINES

15

THE EXAMPLES SAMPLE STATIONERY SAMPLE DOCUMENTATION MASTERFILE DIRECTORY

THE EXAMPLES

SAMPLE STATIONERY MAKE IT LANCASHIRE WHERE BUSINESS FEELS AT HOME

MAKE IT LANCASHIRE BRAND GUIDELINES

17

THE EXAMPLES

SAMPLE DOCUMENTATION

MAKE IT LANCASHIRE BRAND GUIDELINES

18

MAKE IT LANCASHIRE MASTERFILE DIRECTORY FOR PRINT

FOR PRINT

FOR SCREEN

PANTONE VECTOR MIL_STRAP_PANTONE.eps MIL_NOSTRAP_PANTONE.eps

BITMAP MIL_300_COL.tif MIL_300_BLK.tif MIL_300_STRAP_COL.tif MIL_300_STRAP_BLK.tif MIL_HILLSIDE_300_CMYK.tif MIL_HILLSIDE_300_BLK.tif

TRANSPARENT GIF MIL_STRAP_COL.gif MIL_STRAP_BLK.gif MIL_STRAP_WHITE.gif MIL_NOSTRAP_COL.gif MIL_NOSTRAP_BLK.gif MIL_NOSTRAP_WHITE.gif MIL_HILLSIDE_COL.gif MIL_HILLSIDE_BLK.gif MIL_HILLSIDE_WHITE.gif

CMYK VECTOR MIL_STRAP_CMYK.eps MIL_NOSTRAP_CMYK.eps MIL_STRAP_CMYK_OUTLINES.eps MIL_NOSTRAP_CMYK_OUTLINES.eps BLACK VECTOR MIL_STRAP_BLK.eps MIL_NOSTRAP_BLK.eps WHITE VECTOR MIL_STRAP_WHITE.eps MIL_NOSTRAP_WHITE.eps HILLSIDE VECTOR MIL_HILLSIDE_PANTONE.eps MIL_HILLSIDE_CMYK.eps MIL_HILLSIDE_BLK.eps MIL_HILLSIDE_WHITE.eps

LOW RESOLUTION BITMAP MIL_72_COL.tif MIL_72_BLK.tif MIL_72_STRAP_COL.tif MIL_72_STRAP_BLK.tif MIL_HILLSIDE_72_CMYK.tif MIL_HILLSIDE_72_BLK.tif

FOR MICROSOFT APPLICATIONS MIL_STRAP_COL.png MIL_STRAP_BLK.png MIL_NOSTRAP_COL.png MIL_NOSTRAP_BLK.png MIL_HILLSIDE_COL.png MIL_HILLSIDE_BLK.png