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1. Introducing our new Brand


1. Introducing our new Brand

1.1 Introduction from the Principal

Welcome. I want you now to take a crucial step forward for the growth and development of our College, for our staff and supporters and above all for our students.

Our Vision:

From the vision of founders in the 1940s, through the past 60

To provide the best learning experience in the UK for disabled people.

years, right up to today we always put students at the heart of everything we do. This is the promise of our exciting new brand.

This document aims to educate and advise our brand champions (all of us – that is everyone reading this document!) how to communicate with our audiences through the power of our brand. Please read it carefully, use it well and help us to grow for tomorrow. Mark Dale, College Principal

Realise the unimagined you. Our Mission:


1. Introducing our new Brand

1.2 What is a Brand?

Like any other commercial organisation, Portland College has to move forward to survive in today’s highly competitive environments. The usual funding channels for Portland are changing and we have to change with this in order to be relevant to these new channels. We must constantly renovate our offer to provide our students with a tailored education which is right for them and ultimately progress their careers and the quality of their lives. Our previous identity no longer reflects these requirements and is therefore in need of renovation to reflect the college’s mission for it’s future stability. 2009 is our 60th year and what better way to move us forward into our next decade than a long-term makeover. All communication using our old corporate identity should not be replenished and any new items including everything from name badges to our website should bear the new identity from today.

Put simply, a brand is the relationship we have with our audiences, both in their hearts and in their minds. A brand is not simply a ‘make’ of product or service, it’s roots are much deeper than this. Put simply a ‘brand’ is the relationship we have with our audiences, both in their hearts and in their minds. It’s what they ‘feel’ about us as an organisation. Our logo is not our brand, our logo is a visual mark which identifies us, it is part of our brand’s identity. As well as our logo, our overall graphic style should be consistent in it’s use of type, photographs, colours and layout formats. The tone of voice we use in all our publications and especially the way we treat our audiences all defines our brand image.


2. Our Brand attributes - what we stand for


2. Our Brand attributes - what we stand for

2.1 Our Brand ‘tree’

Let’s imagine for a moment that Portland is a tree in our woods. A tree represents the stability, heritage, strength and progress of our college with it’s ever increasing need to grow further to the skies. The tree illustrates the structure of our brand and how it communicates the values of the brand.

The Branches - Our communications The branches grow from the trunk and represent our individual activities from the design of our Prospectus to the way we answer the phone.

The Bark - Our brand values The Leaves - How we look The foliage is the most obvious thing that the audience sees - this is the ‘look and feel’ of our brand. If the brand was Coca-Cola, the leaves would be red.

The Trunk - Our brand’s essence The roots lead to the Trunk, the first part of the tree that we can see. The trunk is the heart of the tree, the brand essence, and this drives absolutely everything we say and do.

This relates to our audiences, it will form the tone of voice of our brand and will therefore be the motivational method of all our dialogue.

The Roots - Our brand attributes Roots are fundamental to the growth of the tree and will contain the elements of the brand that make us totally unique to our competitors.


2. Our Brand attributes, and what we stand for

2.1 Our Brand ‘tree’

RATIONAL attributes Portland combines both the learning and skills

and employment students in one establishment for the benefit of each other.

How we look Our graphic style is illustrated in sections 4 onwards in this guide.

Our communications This will be determined through the new marketing department, and their strategy will be taken forward in 2009.

Portland puts education at the heart of the offer. It also ensures that at least equal, if not more, effort goes into providing the very best experience of living life to the full for students.

EMOTIONAL Attributes Portland puts you as the individual at the heart of everything it does - everything is designed to give you the best life experience possible. Portland spends as much time investing in your social experience so you get the very best from yourself whilst at Portland College. Portland is the best experience not only for the learning and progression, but for how Portland makes you feel.

Our brand’s essence Dual student system. Getting the most from your experience.

Our brand values Living life to the full. Realise the previously unimagined you.

The Brand’s PROMISE Portland Promises learning progression as the output, but it puts the experience of Portland as the heartbeat to the organisation.


3. Disability and accessibility guidelines


3. Disability and accessibility guidelines

The Portland College Brand guidelines have been designed to adhere to the recommendations made by the RNIB and the requirements of the Disability Discrimination Act (1995), and these considerations must always be stringently upheld in all we do.

To ‘do what’s required’ is simply not enough. Portland’s extended community must be fully committed to identifying and removing barriers for those with disabilities.

But to simply do what’s required is not enough. Each and every member of the Portland community must be committed to identifying, removing and preventing barriers for those with disabilities, and this commitment must be embedded not only in our communications, but in all our activities, our processes and our plans for the future.

Our success is built on the way we interact with people with disabilities and the way we make them feel. It is our aim to lead the way, and to do so we must progress beyond the detached ‘boxticking’ approach of many organisations, and adopt Accessibility as an integral, natural part of life at Portland College.

The very nature of our work means that we deal with people of all ages, backgrounds and abilities on a daily basis, and our new Brand has been developed with this in mind as a key driver.


4. The Portland College logos


4. The Portland College logos

4.1 The Portland logo family

The Portland logo conveys the key messages of the Portland brand. The extended hands illustrate the notions of support and community, and also Portland’s unique dual student cohort. The ‘fills’ of the letters ‘PC’ give a sense of the vibrant, natural surroundings of Portland College, and a feeling of growth and optimism. To assist in the identification of different types of communication, seven versions of the logo have been created and are shown in this section.

Outward Facing Communications Only

Inward Facing Communications Only

1. Standard

2. Solid

3. Staff

4. Principal

For use in all customerfacing communications, including current students

To replace the Standard logo ONLY where full colour printing is not available

For use in all communications between internal Portland College Staff and Personnel.

For use in internal communications and correspondence from the Principal only.

‘Enterprises’

5. Enterprises For use by Portland College Enterprises, e.g. Portshell & Portland Catering.


4. The Portland College logos

4.2 The Portland logo family

Wherever possible, the outward and inward facing logos should be used in all communications. However, in some communications this may not be practical, for example in black and white documents such as newspaper adverts and faxes, or where placing the logo on top of a dark background or image is necessary.

x2

x2

The logos below have been produced for these situations and should not be used unless necessary.

Other Versions

x2 x2

x2

We are proud of our new identity, and we want to maintain its integrity at all times.

5. Black

5. White

For use ONLY in black and white documents, such as newspaper adverts or faxes.

For use ONLY when placing the logo on a dark coloured background or image is necessary

To make sure the logo is always clearly visible, it should always be displayed in a clear space, with no other elements encroaching upon it. There should be ‘breathing space’ around the logo equal to the x-height of the ‘Portland College’ text, as shown above.


5. The Portland colour palette


5. The Portland colour palette

5.1 Outward facing colour palette

Each of the 2 groups of Portland College logos has a primary colour palette, selected to provide a natural, vibrant feel to all communications, and reinforcing the messages of the Brand.

20%

60% 10%

Primary palette

Pantone 368

10%

Extended palette examples

Pantone 7517

Pantone 647

Pantone 384

Pantone 7510

Pantone 313

Pantone 382

Pantone 7502

Pantone 3115

The tonal range of the outward facing colour palette may be extended to create more colourful, vibrant layouts. Any additional colours should complement, not contrast with, the primary colour scheme. The extended colour palette should consist only of tones of one colour, such as brown or blue, but not both. Layouts should make use of the outward facing colour palette in the proportions shown above.


5. The Portland colour palette

5.2 Inward facing colour palette

Each of the 2 groups of Portland College logos has a primary colour palette, selected to provide a natural, vibrant feel to all communications, and reinforcing the messages of the Brand.

20%

60% 10%

Primary palette

Pantone 187

10%

Extended palette examples

Pantone 152

Pantone 234

Pantone 179

Pantone 130

Pantone 226

Pantone 165

Pantone 121

Pantone 224

The tonal range of the inward facing colour palette may be extended to create more colourful, vibrant layouts. Any additional colours should complement, not contrast with, the primary colour scheme. The extended colour palette should consist only of tones of one colour, such as orange or pink, but not both. Layouts should make use of the inward facing colour palette in the proportions shown above.


5. The Portland palette

5.3 Using images

To give Portland College’s communications a truly unified feel, it’s important that all photography and other imagery conveys the values of the Portland brand. As the saying goes, “a picture is worth a thousand words”. Imagery should reflect the primary colour palette, and give a real feeling of freedom, warmth, opportunity and possibility. Remember the brand promise: “Realise the unimagined you”. Photography should aim to always include an element of nature - from a woodland backdrop like the one shown here, to something as simple as a colourful plant in the foreground of an interior picture, or our forest outside the window. Images should always be focused on the individual, whether in isolation or as part of a group.

Imagery should reflect the Brand Promise: Realise the Unimagined You.


6. Type and typography


6. Type and typography

6.1 Gill Sans

Titles and headings should appear in ‘Gill Sans’. It’s clean and easy to read with easily identifiable characters. As a basic rule of thumb, anything more than a short paragraph should appear in ‘Calisto’, the Brand’s secondary font, rather than Gill Sans. For guidance on using type in an accessible and legible way for the visually impaired, please see section 6.2.

Gill Sans Light

Gill Sans Light

Gill Sans Light

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLM NOPQRSTUVWXYZ

ABCDEFGHIJKLM NOPQRSTUVWXYZ

abcdefghijklm nopqrstuvwxyz

abcdefghijklm nopqrstuvwxyz

abcdefghijklm nopqrstuvwxyz

1234567890

1234567890

1234567890


5. Type and typography

6.2 Calisto

All large blocks of text should appear in the secondary typeface, Calisto. Based on traditional typefaces, Calisto is a standard system font with well balanced lines and serifs, making it easy to read in large blocks.

To comply with current disability and accessibility guidelines, all main text should: 1 Appear no smaller than 12pt 2 Be aligned left 3 Be consistently and logically laid out 4 Not be hyphenated between lines 5 Not contain large amounts of italic or upper case type (sentences more than 10 words long) 6 Not contain underlined type 7 Have strong contrast against its background 8 Have increased line space between paragraphs (at least 1.5) 9 Have adequate gutter width between columns (e.g. 6mm at A4)

Calisto Bold

Calisto Regular

abcdefghijklmnopqrstuvwxyz

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890


7. Formats and layout


7. Formats and layout

7.1 Page structure

To create a consistent visual language throughout all Portland College communications, images and text should always be used in the same way. Consistent relationships between different types of information and their position, colour and style will encourage familiarity and trust. Whilst Portland’s brand essence promotes freedom and flexibility, and this should be reflected in the layout of documents, a few simple rules apply. 1 Documents should be based on a simple 2-column base grid, with an ample gutter between columns (6mm at A4 size). 2 ‘Stand-first’ paragraphs should have increased leading (at least 1.5) to aid legibility. 3 Edges of large images can be softened using masks of natural silhouette shapes, as shown. 4 Watermarks or faded backgrounds should never interfere with text, which should always be placed on a plain background.

Students at Portland College:

Becoming the Unimagined You

“Portland places the Student at the heart of the college experience, enabling full access to individualised learning pathways.” High quality residential accommodation

Qualified and skilled health and social care staff

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Iquonsul hostiam mo te tus acide is fue nunum fursuliam maiorum numentis, dic opon hae in verei senatro, sentem terei faute, contem ad conenius, sercerte dienihilis. Ro vit, cora defacta.

Specialist equipment to meet your needs

Safe and comfortable environment

Iquonsul hostiam mo te tus acide is fue nunum fursuliam maiorum numentis, dic opon hae in verei senatro, sentem terei faute, contem ad conenius, sercerte dienihilis. Ro vit, cora defacta, us compopo popublis iaes adeliae dium pliis; Cupervi vercervit. Satuid co ublius publici prae ad cerum.

Iquonsul hostiam mo te tus acide is fue nunum fursuliam maiorum numentis, dic opon hae in verei senatro, sentem terei faute, contem ad conenius, sercerte dienihilis. Ro vit, cora defacta, us compopo popublis iaes adeliae dium pliis; Cupervi vercervit. Satuid co ublius publici prae ad cerum. 5


7. Formats and layout

7.2 Paper choice

The type of paper you use for your printed communications has both practical and aesthetic implications. A few simple considerations will ensure that our communications reinforce the values of the Portland brand while maintaining a high level of accessibility. Glossy paper reflects light causing glare, which can make copy difficult to read. Uncoated stock absorbs light, and as a result reduces glare, making copy easier to read. Uncoated paper also has a much more natural feel than glossy paper, which will reflect the imagery and essence of the Portland brand. Ensure that the paper you choose is of a sufficient thickness and weight to prevent ‘show-through’ where content from the reverse side of the page can be seen through the paper, making the content of the front page less legible.


Portland College Brand Guidelines  

Portland College brand guidelines

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