brand guidelines - stafford and rural homes | · 2015-07-20 · sarh logo alternative colourways...
TRANSCRIPT
Brand Guidelines April 2015
Contents
SARH Brand Guidelines
1.0 Introduction
2.0 SARH logo
2.1 SARH logo alternative colourways
2.2 SARH logo size
3.0 SARH colours
3.1 SARH secondary colours
4.0 Typography
5.0 Photography
6.0 Introduction to SARH 'First' sub brands
6.1 Sub brand identities
6.2 Sub brand white out logos
6.3 Sub brand black logos
6.4 YouFirst Independent Living / Telecare sub brands
6.5 Sub brand colours
6.6 Sub brand logo size
7.0 Housing Worx logo
7.1 Alternative colourways
8.0 Use of parent company details
8.1 Use of other logos
9.0 SARH & Housing Worx master logo files
9.1 Sub brand master logo files
1.0
Introduction‘You never get a second chance to make a good first impression.’Stafford and Rural Homes cares about quality and getting things right. Please use this guide to help us maintain a professional image.
SARH Marketing can provide support and assistance with:
• Creating marketing strategies and communication plans• Writing marketing and promotional briefs•
•
Briefing creative agencies and managing projects / deadlines•
Giving presentations and creating presentation materialsMonitoring a campaign’s progress
Please e-mail this document to all existing and new suppliers of materials that feature SARH
logos. This includes suppliers of creative / design / signage / promotional items, including
clothing etc. It is our responsibilty to ensure suppliers are aware of and follow our guidelines,
including logo style and colour palette.
Master logos are available from P:\Branding on the Shared Drive.
SARH Brand Guidelines
Secondary logo - Vertical format
Primary logo - Horizontal format
2.0
SARH logo The SARH logo is our main brand
The logo exists in two formats, horizontal and vertical. and should be used on all documents.
The primary horizontal format should be used where possible. The
secondary vertical format should only be used when the horizontal
format does not work within the space available.
Master logos are available from P:\Branding on the Shared Drive.
SARH Brand Guidelines
2.1
SARH logo alternative colourways
The colourways shown here are alternative options. Use a
reversed out (white) logo if printing on a dark background.
Always use the supplied master artwork files.
See section 9 for all available file types.
Secondary logo - Vertical format
Primary logo - Horizontal format
SARH Brand Guidelines
Master logo
Master logo
2.2
SARH logo size
Logo sizes
The logo must always be prominent to achieve
maximum impact. The appropriate size will vary
depending on the format and space available.
Minimum - Using the main SARH horizontal
logo any less than 40mm as shown is likely to
affect how easily it can be read.
Maximum - There is no maximum size but it is
important to achieve a balance with any other
logos / graphics being included.
If in doubt, please seek advice from SARH Marketing.
SARH Brand Guidelines
40mm
Tip - To change the size of the logo on screen, for
example in a Word or PowerPoint document, grab
the bottom right hand corner of the logo to reduce or
increase its size while retaining the original
proportions.
SARH bluePantone: 293cCMYK: 100 / 50 / 2 / 0RGB: 0 / 113 / 184 Hex / Web #: 0072B9
100% 90% 80% 70% 60% 50% 40% 30% 20% 10%
SARH redPantone: 485c CMYK: 1 / 100 / 99 / 0 RGB: 234 / 29 / 38 Hex / Web #: EB1C26
SARH dark bluePantone: 289cCMYK: 100 / 64 / 0 / 60 RGB: 0 / 45 / 89Hex / Web #: 002D59
3.0
SARH colours
Our corporate blues and red help people to recognise a publication as
ours. You can use tints of the corporate colours for backgrounds.
Please note: The full colour SARH and HW logos are always reproduced
using the corporate colours at 100%.
Primary SARH colours
Tints
SARH Brand Guidelines
3.1
SARH secondary colours
There may be times when you need to use alternative colours for
leaflets etc. The secondary colour palette has been created for this
purpose. Tints of the secondary colours can be used to give a
broader range. These colours have been carefully chosen to work
with all the SARH logos.
Pantone: 7473c CMYK: 74 / 5 / 46 / 3 RGB: 30 / 157 / 139 Hex / Web #: 1E9D8B
Pantone: 570cCMYK: 63 / 0 / 35 / 0RGB: 121 / 202 / 189 Hex / Web #: 79CABD
Pantone: 7413cCMYK: 1 / 65 / 96 / 4RGB: 212 / 123 / 34Hex / Web #: D47B22
Pantone: 201cCMYK: 8 / 100 / 65 / 34 RGB: 152 / 30 / 50 Hex / Web #: 981E32
Pantone: 653cCMYK: 96 / 59 / 4 / 19 RGB: 33 / 87 / 138 Hex / Web #: 21578A
Pantone: 2995cCMYK: 83 / 1 / 0 / 0 RGB: 0 / 169 / 224 Hex / Web #: 00A9E0
Secondary colours
SARH Brand Guidelines
Full colour versions
The colour version of each logo should be used as a first choice on documents. These logos
have been designed to be used on a white background. They should not be used over
photographs, other colours or text as this will detract from their impact and clarity. Above are the
colour references for each sub brand.
The CMYK or Pantone references may be asked for when you are working with a printer or
design studio.
When the logo is being reproduced for screen output, you will need the RGB breakdown.
When the logo is being reproduced for web output, you will need the hexadecimal (web #)
reference.
Nulla vivamus color amet fusceProin vulputate interdum justo non scelerisque. Etiam sed aliquam dui. Suspendisse vitae aliquet nulla, sed luctus orci. Integer fermentum ultrices augue, vestibulum ullamcorper felis posuere vel.
Enriqueta regularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Enriqueta boldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Arial regularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
Arial boldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789
“Proin vulputate interdum justo non scelerisque nulla vitre allerconsectetur.”Felis posuere
It is important that Arial is used for all body text in documents. Minimum type size is 12pt.
Where Arial is used bigger than 12pt, Enriqueta can be used for headings.
Primary heading text - Enriqueta bold
Body copy - Arial regular
4.0
Typography
Typefaces Example dummy text
Quote text - Enriqueta bold
SARH Brand Guidelines
SARH use Enriqueta and Arial typefaces. Enriqueta is a
contemporary, bold, slab serif font which adds personality to our
brand and is used in our logo. Arial should be used for letters,
emails, digital body text etc.
5.0
PhotographyUsing images is an effective way of communicating our
values. Our work is about supporting communities and
making a difference to people’s lives, so the images we use
should support this.
SARH Photograph library
SARH has an images library. All staff can
access this from P:\Marketing\Images on
the Shared Drive or from the Staff
Marketing page of the SARH website.
Supplying photographs or illustrations
for a printed publication or document
Do not supply photographs you have
downloaded from the internet for inclusion
in publications. The quality of these
images is likely to be poor and you risk
infringing copyright.
Copyright
Before you take a photograph of a person you
must get their permission. This applies if you
are taking the photograph yourself or if a
photographer is taking them on our behalf. If
the photo has been supplied by a third party
ask for e-mail confirmation that we can use it.
Photos of crowds
You don't need to get the permission of
everyone in a crowd shot. You or the
photographer should warn everyone before
you take a the photo to give people a chance
to move out of the shot.
Parents' permission should be obtained to
take photos of those under 16yrs
and a consent form should be signed.
SARH Brand Guidelines
Taking your own photographs
Photos can be extremely powerful if they
tell a story.
One good large photo will usually have
more impact than several smaller ones.
Hints and Tips
Avoid shots where the subjects appear
unaware that a photograph is being taken.
Include bold, strong shapes and make
sure the background is not cluttered or
untidy.
Make it clear what the subject of the
photograph is.
of people, please see the section about
getting their permission.
Consent forms can be found in P:\Marketing
\Images folder or on the Staff Marketing page
of the SARH Website.These should be signed
and scanned into P:\Marketing\Images folder.
Health and Safety
If photographing staff at work, please ensure
that they are wearing the appropriate personal
protective equipment, SARH uniform, SARH
ID badge and are working safely.
6.0
Introductionto our sub brands
This section of the brand guidelines relates specifically to the following sub-branded subsidiary services:
YouFirst - an Independent Living service and award winning Telecare provider.RepairsFirst - a repairs and maintenance service. HomesFirst - a 'Choice Based Lettings' scheme. NeighbourhoodsFirst - working with the community.
SARH Brand Guidelines
When we produce printed information for Customers we
should use these sub brands. Their associated logos
incorporate 'Stafford and Rural Homes' so they can be used
on their own.
If space allows / if appropriate, the main SARH logo should
also be used. This will help to differentiate the service from
SARH and build brand recognition of the individual services
with a range of target audiences. This approach is
particularly important in customer communications.
Master sub brand logos are available from P:\Branding on
the Shared Drive.
6.1
Sub brand identities
SARH Brand Guidelines
The sub brand logos consist of three elements as illustrated:
The sub brand lettering such as 'RepairsFirst', the symbol
incorporating 15 squares, the strapline 'Stafford and Rural Homes',
which reinforces our principal brand.
6.2
Sub brand white outlogos
SARH Brand Guidelines
If the logo appears against a solid colour, a white out
version should be used as shown.
Always use the supplied master artwork files.
See section 9.1 for all available file types.
6.3
Sub brand black logos
SARH Brand Guidelines
If you cannot use the two-colour version, or if documents will be
printed in black-and-white or photocopied, the black version can
be used. Always use the supplied master artwork files.
See section 9.1 for all available file types.
6.4
YouFirst sub brands
SARH Brand Guidelines
Logos have also been created for the YouFirst sub brands.
Master YouFirst logos are available from P:\Branding on
the Shared Drive. Always use the supplied master artwork files.
See section 9.1 for all available file types.
6.5
Sub brandscolours
The sub brand colour palette uses the same red and blue as the SARH logo.
Full colour versions
The colour version of each logo should be used as a first choice on documents. These logos
have been designed to be used on a white background. They should not be used over
photographs, other colours or text as this will detract from their impact and clarity.
Above are the colour references for each sub brand. The CMYK or Pantone references may be
asked for when you are working with a printer or design studio.
When the logo is being reproduced for screen output, you will need the RGB breakdown. When
the logo is being reproduced for web output, you will need the hexadecimal (web #) reference.
RepairsFirst green Pantone: 341cCMYK: 85 / 22 / 66 / 5 RGB: 0 / 142 / 115 Hex / Web #: 0B9075
YouFirst yellowPantone: 144cCMYK: 0 / 48 / 100 / 10 RGB: 248 / 152 / 29 Hex / Web #: F69717
NeighbourhoodsFirst purple
Pantone: 7442cCMYK: 50 / 70 / 0 / 0 RGB: 149 / 96 / 164 Hex / Web #: 9560A4
Sub brand colours
SARH blue
Pantone: 293cCMYK: 100 / 50 / 2 / 0 RGB: 0 / 113 / 184 Hex / Web #: 0072B9
SARH red
Pantone: 485cCMYK: 1 / 100 / 99 / 0 RGB: 234 / 29 / 38 Hex / Web #: EB1C26
SARH Brand Guidelines
People recognise the colours and shapes associated with a brand
before even reading the name or strapline.
6.6
Sub brand logo size
SARH Brand Guidelines
40mm
Logo sizes
The logo must always be prominent to achieve
maximum impact. The appropriate size will vary
depending on the format and space available.
Minimum - Using a logo any less than 40mm as
shown is likely to affect how easily it can be read.
Maximum - There is no maximum size but it is
important to achieve a balance with any other
logos / graphics being included.
If in doubt, please seek advice from SARH Marketing.
Tip - To change the size of the logo on screen,
for example in a Word or PowerPoint document,
grab the bottom right hand corner of the logo to
reduce or increase its size while retaining the
original proportions.
7.0
Housing Worx logo
The logo exists in two formats, horizontal and vertical.
The primary horizontal format should be used where possible.
The secondary vertical format should only be used when the horizontal
format does not work within the space available.
For colour specification details please refer to the SARH colour palette (section 3).
Secondary logo - Vertical format
Primary logo - Horizontal format
SARH Brand Guidelines
7.1
Alternative colourways
The colourways shown here are alternative options. Use a
reversed out (white) logo if printing on a dark background.
Always use the supplied master artwork files.
See section 9 for all available file types.
Secondary logo - Vertical format
Primary logo - Horizontal format
SARH Brand Guidelines
Master logo
Master logo
8.0
Use of parent company details
By law, the Stafford and Rural Homes registration details
must appear on all official documents being produced by
the parent company. The details should appear as follows:
Registered Office
The Rurals,
1 Parker Court,
Staffordshire,
Technology Park,
Beaconside,
Stafford,
ST18 0WP
Registered Company No: 5452678
Registered Charity No: 1112582
Registered by the Homes & Communities Agency (HCA)
No: L4458
Housing Worx Limited Registered Company No: 7988482
VAT registration details should also appear on
letterheads. VAT Registration Number: 135524133
SARH Brand Guidelines
8.1
Use of other logos
Awards logos
SARH is entitled to use a range of other logos, for
example to reflect our Times Top 100 status and
RoSPA Gold.
Please only use these logos where they are relevant.
All staff can access these logos from P:\Marketing
\Images on the Shared Drive or from the Staff
Marketing page of the SARH Website.
SARH Brand Guidelines
9.0
SARH and Housing Worx master logo files
Please do not alter or ask a design agency to alter the
SARH, sub brands or Housing Worx logos. Where possible
we should aim to use the full colour version on a white
background. The following file types can be requested from
SARH Marketing.
SARH logos
Print use
SARH_horizontal_full_colour_CMYK.eps
SARH_horizontal_red_CMYK.eps
SARH_horizontal_blue_CMYK.eps
SARH_horizontal_black_CMYK.eps
SARH_horizontal_white_out_red_CMYK.eps
SARH_horizontal_white_out_blue_CMYK.eps
SARH_horizontal_white_out_black_CMYK.eps
SARH_vertical_full_colour_CMYK.eps
SARH_vertical_red_CMYK.eps
SARH_vertical_blue_CMYK.eps
SARH_vertical_black_CMYK.eps
SARH_vertical_white_out_red_CMYK.eps
SARH_vertical_white_out_blue_CMYK.eps
SARH_vertical_white_out_black_CMYK.eps
Screen use
SARH_horizontal_full_colour_RGB.jpg
SARH_horizontal_red_RGB.jpg
SARH_horizontal_blue_RGB.jpg
SARH_horizontal_black_RGB.jpg
SARH_horizontal_white_out_red_RGB.jpg
SARH_horizontal_white_out_blue_RGB.jpg
SARH_horizontal_white_out_black_RGB.jpg
SARH_vertical_full_colour__RGB.jpg
SARH_vertical_red_RGB.jpg
SARH_vertical_blue_RGB.jpg
SARH_vertical_black_RGB.jpg
SARH_vertical_white_out_red_RGB.jpg
SARH_vertical_white_out_blue_RGB.jpg
SARH_vertical_white_out_black_RGB.jpg
HousingWorx logos
Print use
HW_horizontal_full_colour_CMYK.eps
HW_horizontal_red_CMYK.eps
HW_horizontal_blue_CMYK.eps
HW_horizontal_black_CMYK.eps
HW_horizontal_white_out_red_CMYK.eps
HW_horizontal_white_out_blue_CMYK.eps
HW_horizontal_white_out_black_CMYK.eps
HW_vertical_full_colour_CMYK.eps
HW_vertical_red_CMYK.eps
HW_vertical_blue_CMYK.eps
HW_vertical_black_CMYK.eps
HW_vertical_white_out_red_CMYK.eps
HW_vertical_white_out_blue_CMYK.eps
HW_vertical_white_out_black_CMYK.eps
Screen use
HW_horizontal_full_colour_RGB.jpg
HW_horizontal_red_RGB.jpg
HW_horizontal_blue_RGB.jpg
HW_horizontal_black_RGB.jpg
HW_horizontal_white_out_red_RGB.jpg
HW_horizontal_white_out_blue_RGB.jpg
HW_horizontal_white_out_black_RGB.jpg
HW_vertical_full_colour_RGB.jpg
HW_vertical_red_RGB.jpg
HW_vertical_blue_RGB.jpg
HW_vertical_black_RGB.jpg
HW_vertical_white_out_red_RGB.jpg
HW_vertical_white_out_blue_RGB.jpg
HW_vertical_white_out_black_RGB.jpg
SARH Brand Guidelines
9.1
Sub brand master logo files
YouFirst logos
Print use
YF_colour_CMYK.eps
YF_black_CMYK.eps
YF_white_out_yellow_CMYK.eps
YF_white_out_black_CMYK.eps
Screen use
YF_colour_RGB.jpg
YF_black_RGB.jpg
YF_white_out_yellow_RGB.jpg
YF_white_out_black_RGB.jpg
YouFirst - Independent Living logos
Print use
YFIL_colour_CMYK.eps
YFIL_black_CMYK.eps
YFIL_white_out_yellow_CMYK.eps
YFIL_white_out_black_CMYK.eps
Screen use
YFIL_colour_RGB.jpg
YFIL_black_RGB.jpg
YFIL_white_out_yellow_RGB.jpg
YFIL_white_out_black_RGB.jpg
YouFirst - Telecare logos
Print use
YFT_colour_CMYK.eps
YFT_black_CMYK.eps
YFT_white_out_yellow_CMYK.eps
YFT_white_out_black_CMYK.eps
Screen use
YFT_colour_RGB.jpg
YFT_black_RGB.jpg
YFT_white_out_yellow_RGB.jpg
YFT_white_out_black_RGB.jpg
HomesFirst logos
Print use
HF_colour_CMYK.eps
HF_black_CMYK.eps
HF_white_out_red_CMYK.eps
HF_white_out_black_CMYK.eps
Screen use
HF_colour_RGB.jpg
HF_black_RGB.jpg
HF_white_out_red_RGB.jpg
HF_white_out_black_RGB.jpg
RepairsFirst logos
Print use
RF_colour_CMYK.eps
RF_black_CMYK.eps
RF_white_out_green_CMYK.eps
RF_white_out_black_CMYK.eps
Screen use
RF_colour_RGB.jpg
RF_black_RGB.jpg
RF_white_out_green_RGB.jpg
RF_white_out_black_RGB.jpg
NeighbourhoodsFirst logos
Print use
NF_colour_CMYK.eps
NF_black_CMYK.eps
NF_white_out_purple_CMYK.eps
NF_white_out_black_CMYK.eps
Screen use
NF_colour_RGB.jpg
NF_black_RGB.jpg
NF_white_out_purple_RGB.jpg
NF_white_out_black_RGB.jpg
SARH Brand Guidelines
Further information
Mara Hargreaves, Commercial and Marketing Manager 01785 216793 (Direct)[email protected]