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CORPORATE GUIDELINES2014 - VERSION 1

1

CLA CORPORATE GUIDELINESCONTENTS

INTRODUCTION TO CLA3 Introduction

4 Welcome to the CLA

5 What is a Brand?

6 Values and Personality

7 Using the CLA Brand Key

8 Brand Key

9 Brand Language

10 The CLA Tone of Voice

OUR LOOK12 Our Logo

13 Using our Logo

14 Use of Logo on Specified Colours

15 Incorrect Logo Usage

16 Colour Variations

17 Primary Colour Palette

18 Secondary Colour Palette

19 CLA Sub-brand Logos

20 CLA Cymru

21 CLA Game Fair

22 External Publications - Print Fonts/Paper

23 Internal Documents - Print Fonts

24 Photography

25 CLA Crest

DESIGN IN PRACTICE27 Corporate Stationery

28 Use of Secondary Colour Palette

29 Display Stands

30 Promotional Exhibition Stand

31 Charts and Diagrams

32 PowerPoint® Template

ONLINE34 Web Safe Fonts

35 Web Colour Palette

36 Enews Formats

INTRODUCTION TO CLA

2

3

CLA CORPORATE GUIDELINES

The CLA identity reflects who we are, the services we

provide, and the standards we strive to maintain.

It is important that the CLA remains relevant to those

with an interest in rural land in England and Wales. As

information and advice become more readily available

online, the CLA has to ensure that its proposition,

positioning and the reasons to be a CLA member are

clearly and consistently communicated.

The CLA visual identity and our brand key make vital

contributions to building our reputation and image.

These guidelines explain the fundamental rules and

principles regarding the use of the logo, colours,

photography style and language.

INTRODUCTION

4

CLA CORPORATE GUIDELINESWELCOME TO THE CLA

The CLA safeguards the interests of landowners, and those with an economic, social and environmental interest in rural land.

The CLA is the membership organisation for owners of

land, property and businesses in rural England and

Wales. Our members own or manage around half the

rural land in England and Wales and more than 250

different types of businesses.

We exist solely to defend the rights of all rural

landowners and their private property rights. The CLA’s

in-house professional advisory team offers members

independent and impartial advice on every aspect of

their landownership, and through the experience and

expertise of our members and staff, we promote our

members’ interests to ensure the positive development

of the rural economy. CLA professionals lobby

continuously at EU, national and regional level ensuring

a visible presence and influence in the media and with

Government.

In addition, CLA members benefit from access to a range

of member services such as insurance, healthcare and

utilities. The CLA owns and runs the CLA Game Fair and

runs social and business networking events throughout

England and Wales.

The CLA has been safeguarding the interests of

landowners, and those with an economic, social and

environmental interest in rural land for more than 100

years. We achieve our goals by being professional,

relevant and forward-looking.

The CLA’s formal, incorporated name is the Country

Land and Business Association Limited, and its registered

office is at 16 Belgrave Square, London SW1X 8PQ.

5

CLA CORPORATE GUIDELINESWHAT IS A BRAND?

A typical misconception is that a “new brand” means

a new name, or logo, or a new look and feel for an

existing company name. Many people think that brand

begins and ends there, that once a company name or

logo has been tweaked and it has been added to their

letterhead, email signature and website – that’s it – they

have a new brand.

Brand is much more than a name or logo: Brand is everything, and everything is brand.

Brand is our strategy – as a lobbying organisation,

our brand is our goals and the progress we are making

towards them.

Brand is our calls to action – are they inspiring or

insignificant? Are they consistent with a strategy that

makes sense?

Brand is our customer service – the way we react to

both existing and prospective members, to government

officials and to the general public.

Brand is the way we speak – do we write copy specific

to our different target audiences? Is it full of jargon?

Brand is the whole array of our communication tools – paying attention to the details is important,

whether in print (policy reports, press releases, member

letters, promotional literature, contracts), online

communications (website, emails) or three dimensional

items (display stands, banners).

Brand is us – the way each employee represents the

CLA affects the brand.

Brand is our facilities – are our offices clean and

uncluttered? Is our signage consistent with our visual

standards?

Brand is our logo and visuals too – our logo and

visual representation can have a great impact on a

prospective member, but these alone cannot make our

brand great.

6

CLA CORPORATE GUIDELINESVALUES AND PERSONALITY

The CLA is the membership organisation for owners of

land, property and businesses in rural England and

Wales. We offer our members independent and impartial

advice. We also use our expertise and experience on

rural matters to promote our members’ interests and

to influence government at all levels.

The CLA’s expertise is available to members in person,

on its website, and through its digital and printed

communications. The nature of the CLA’s work and

the relationship it has with its members is characterised

by being:

approachable and trustworthy

professional and knowledgeable

influential and forward-thinking

It is important that the CLA presents what it wants

to say in an accessible, uncomplicated way that is

understood by each of the many different audiences

it deals with – members, prospective members,

Government and opinion-formers, media partners,

corporate partners and sponsors, staff and the

general public.

7

CLA CORPORATE GUIDELINESUSING THE CLA BRAND KEY

The CLA Brand Key summarises CLA characteristics

developed and agreed by the CLA as the foundation

for its market position and brand.

Referral to the Brand Key will improve communications

with CLA’s various stakeholders, and help the

development of relevant services for our members.

Understanding and using the Brand Key will ensure a

more consistent approach in the way we present the

CLA to internal and external audiences.

EssenceOur essence describes who we are and what we have

to offer.

Values and personalityOur brand values are what we stand for, they are what

we hold important and should influence all our activities.

Our brand personality is our character, the way in which

we behave and come across to others.

BenefitsThe differentiating functional and emotional benefits

for becoming a CLA member.

Reasons to believeWho we are – our brand essence – can be substantiated

by facts about the association which prove our authority.

Discriminator It is beneficial to be familiar with the single, most

compelling statement that sums up how the CLA is

distinguished from its competitors.

InsightIt is important to remember what we know about those

with whom we communicate most.

CompetitionIt is critical to think about the CLA’s competitors, those

organisations which may be seen as providing some of

the services offered by the CLA.

TargetsOur target audiences are the groups that should either

benefit from membership (existing and prospective

members), provide benefits to members, or be a focus

for the CLA’s lobbying work.

8

CLA CORPORATE GUIDELINESBRAND KEYRE

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9


Much of our work requires tackling complex legal

matters and working on subjects where there is often

a political or social bias. We should use our knowledge

and expertise to communicate complex issues in a simple

and straightforward way. Unless necessary, we must

avoid jargon and terms that require specialist knowledge

to understand.

Taking time to edit copy is vital. Ask yourself if the same

information can be given more succinctly? Is there jargon

that can be removed? Making complex subjects easy

to understand takes time, but it is important to the way

we engage with existing and prospective members,

Government and opinion-formers, media partners,

corporate partners and sponsors, staff and the general

public. It also reflects our personality of being

approachable and trustworthy.

The CLAThe CLA is the name of our organisation. Within text

we are referred to as the CLA (not The CLA). All our

communications should reflect the essence of what the

CLA does.

The CLA safeguards the interests of landowners, and those with an economic, social and environmental interest in rural land.

BRAND LANGUAGE

10


The written word is as important to a brand as any other

element. Our communications must be knowledgeable

and authoritative.

When communicating with members of the CLA the

information we provide must also be to their benefit,

and when dealing with legislators our material must be

convincing. When producing materials for the CLA, you

should follow our communications principles to ensure

that your work is:

Clear and professional: demonstrating pride

and authority in what we do.

Straightforward: avoiding gimmicks and

over-complicated design or wording.

Modern: portraying the CLA in a way that is

contemporary and up to date.

Accessible: understood by the target audience.

Honest: avoiding misleading information

or false promises.

THE CLA TONE OF VOICE

OUR LOOK

11

12


IntroductionOrganisations commonly use logos to promote instant

public recognition. Logos are either purely graphic

(symbols/icons) or are composed of the name of the

organisation (a logotype or wordmark).

1 WordmarkA wordmark is a distinct text-only typographic treatment

of the name of a company, institution or product name

used for identification and branding; the representation

of the word becomes a visual symbol of the organisation

or product.

The CLA’s wordmark has been specially created using our

unique, custom-designed font, with each letter carefully

spaced for the maximum legibility. The CLA name should

always appear as white on the teal background.

2 WaveThe ‘wave’ device is a long-standing element of the CLA

brand, representing the natural landscape that we work

to protect. Its inclusion in the CLA logo is fundamental;

its shape has become more distinctive and its dual colours

add interest and contrast well with the background.

3 Rectangular shapeThe area around the CLA wordmark has been carefully

drawn and positioned and its dimensions should not be

altered in any way.

OUR LOGO

1

2

3

Note: To maintain a high standard of quality and consistency, under no

circumstances should the logo be reproduced from other printed

or photocopied sources.

13


2

Placement of logoThe CLA logo should always be placed on a plain white

background or on one of five specified colours (for

examples see page 14). It should never be placed over an

image. In exceptional situations, for example merchandising,

agreement must be sought from the CLA Marketing

Department to reproduce the logo in a different format.

Positioning the logoIn CLA materials, the CLA logo can be positioned at the

top or bottom of a page, ranged left or right. In joint

publications, the CLA logo must be given equal prominence.

It should not be positioned in the middle of text or pages

nor centred in headlines.

1 Exclusion zoneIn order to ensure maximum impact and display the logo

to its best effect, a clear space surrounding it has been

defined which must always be kept clear of all other type

or graphic elements.

This clear area is measured by using the “A” of the CLA

logo, though it is preferable to maintain a larger area of

clear space around the logo wherever possible.

2 Minimum sizeThe minimum recommended size for reproducing the logo

is to a width of 15mm.

USING OUR LOGO

Minimum width 15mm

1

14

CLA CORPORATE GUIDELINESUSE OF LOGO ON SPECIFIED COLOURS

TEAL 2

KARMA SKY

BEIGE PURPLE

The CLA logo can be used over five specified colours,

taken from the CLA’s secondary colour palette, which

must be printed at 100%.

15


6

1

2

3

4

5

Always follow the basic principles set out in these guidelines

for correct use of the CLA logo. Please refer all queries to

the CLA Marketing Department.

Only ever use approved artwork to reproduce the logo.

Do not attempt to recreate it under any circumstances.

Never reproduce the logo in any of the following ways:

1 Do not alter the size or position of either

the ‘CLA’ or ‘wave’.2 Do not change to outlines.3 Do not change the weight of the logo.4 Do not use the ‘wave’ device in isolation

on printed material and online.5 Do not place on an image.6 Do not position the logo in the middle

of text or pages nor centred in headlines.

INCORRECT LOGO USAGE

JOIN TODAY!

16

CLA CORPORATE GUIDELINESCOLOUR VARIATIONS

Different printing applications require different versions

of the CLA logo. We have two versions – full colour and

black and white.

Full colour Pantone® (PMS) – This is the preferred logo to

use for all print applications such as brochures

and stationery.

CMYK – There are occasions when it is not

possible to reproduce the logo using special

Pantone® inks, or where cost of production

is a consideration. On these occasions the

standard CMYK or four colour printing

process should be followed.

RGB – This format should be used for electronic

based communication – such as web design,

online advertising and PowerPoint®.

Black and whiteWe have a mono version for use when printing just one

colour, for example, for use when colour is restricted,

or for internal printing or faxing, in national or regional

press where reproduction is poor or for use with

electronic formats.

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CLA CORPORATE GUIDELINESPRIMARY COLOUR PALETTE

PAN = 90% BlackHEX# 333333K = 90

TEAL ORANGE BUTTER WHITE

PANTONE® = 7475C 50 M 00 Y 25 K 30HEX# 719997

PANTONE® = 143C 00 M 35 Y 85 K 00HEX# E9AE4A

PANTONE® = 120C 00 M 10 Y 60 K 00HEX# F8E084

PANTONE® = NAC 00 M 00 Y 00 K 00HEX# FFFFFF

80 60 40 20 80 60 40 20 80 60 40 20 80 60 40 20

Primary coloursOur primary colours are Teal PMS 7475, Orange PMS

143, Butter PMS 120 and white.

They should be restricted to corporate communications,

for example, business cards, exhibition stands and

PowerPoint®.

The use of white space is critical to the overall look

and feel of CLA communication pieces – it gives

documents a clean and uncluttered appearance. It was

added as one of our primary colours to encourage

designers to consider using white space alongside our

imagery and text.

For externally printed material it is suggested the text

is printed using 90% black.

Note:The CMYK figures specified have been carefully chosen

to closely match the Pantone® colours for print purposes

and should be the only breakdowns that are used.

For use on the web and other digital media, ‘websafe’

colours are included.

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REDPANTONE® 202 CC 26 M 100 Y 61 K 43 HEX# 98012E

DUST PANTONE® = 5215 CC 29 M 36 Y 24 K 05HEX# BAA3AB

GREEN PANTONE® = 7495 CC 48 M 20 Y 85 K 4HEX# 93A445

SKY PANTONE® = 7458 CC 49 M 03 Y 11 K 00HEX# 89CCE2

RUSTPANTONE® = 174 CC 25 M 75 Y 100 K 18HEX# A84D0F

OLIVE PANTONE® = 618 CC 27 M 22 Y 91 K 05HEX# C0B02C

SUMMER PANTONE® = 123 CC 00 M 25 Y 88 K 00HEX# FFC423

BLUEPANTONE® = 5275 CC 75 M 61 Y 20 K 04HEX# 556293

BEIGE PANTONE® = 7536 CC 29 M 25 Y 40 K 07HEX# B9B299

KARMA PANTONE® = 4985 CC 30 M 70 Y 63 K 29HEX# 934F46

PURPLE PANTONE® = 7448 CC 70 M 70 Y 45 K 35HEX# 4A4355

SAGE PANTONE® = 5565 CC 30 M 00 Y 24 K 26HEX# 8BAEA2

TEAL 2 PANTONE® = 7477 CC 75 M 45 Y 40 K 10HEX# 4A7381

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

80 60 40 20

DIFFERS FROM STANDARD CMYK BREAKDOWN



PMS

PMS

PMS

IMPORTANT:Three colours have CMYK values that differ from the standard

breakdown as they have been optimised to provide an improved

result. When using Purple, Sage and Teal 2, please use the CMYK*

values given in place of the Pantone®.

SECONDARY COLOUR PALETTE

Secondary colours are important as they add variety

and interest to our print and electronic communications.

The CLA’s secondary colour palette has been carefully

chosen to position the CLA as contemporary and enduring.

Sometimes communications will be very formal and

the secondary colours should be used sparingly. At

other times, in less formal situations or when the

organisation is in ‘selling’ mode, you can use the

secondary palette more liberally.

Different percentages (20%, 40%, 60% and 80%)

of both primary and secondary colours can also be

used to add variation and additional interest.

The secondary colours must never be used to

reproduce the logo. To ensure accurate reproduction,

colours wherever possible should always be matched

to Pantone® references. These guidelines have been

digitally produced and are therefore not accurate

for colour.

Be aware that different materials influence how the

CLA colours reproduce.

Note:The CMYK figures specified have been carefully

chosen to closely match the Pantone® colours for

print purposes and should be the only breakdowns

that are used.

19


INSURANCEINSURANCE

For general CLA communications, the CLA ‘parent’

logo should be used.

Sub-brands within the CLA have their own version of

the CLA logo, for example, CLA Wales, CLA Game Fair,

CLA London Branch, CLA Member Services and CLA

Charitable Trust. Where appropriate these can be used

in place of the CLA ‘parent’ logo, always maintain the

exclusion zone.

Under no circumstances should you create a logo for

a sub-brand. Should you think you require one, please

contact the CLA Marketing Department.

Logos for CLA London Branch, CLA member service

partners and CLA Charitable Trust are shown here.

Our logos for CLA Wales (CLA Cymru) and the CLA

Game Fair are dealt with separately.

Note:CLA sub-brand logos are supplied as artworks

and should never be altered, distorted or recreated

in any way.

CLA SUB-BRAND LOGOS

FOREIGN EXCHANGE

HEALTHCARE

UTILITIES

CHARITABLETRUST

UTILITIES

CHARITABLETRUST

HEALTHCARE

FOREIGN EXCHANGE

Minimum

height 10mm

20

CLA CORPORATE GUIDELINESCLA CYMRU

The CLA Cymru logo has been custom-designed and is

available in both horizontal and stacked formats to allow

for design flexibility.

It has been created using our unique, custom-designed

font, with each letter carefully spaced for the maximum

legibility. The colours are based on the CLA logo. The

clear area formula to create an exclusion zone and the

minimum recommended size apply to both formats.

1 Horizontal 2 Stacked3 Minimum size

Note:CLA Cymru logos are supplied as artworks

and should never be altered, distorted or re-created

in any way.

2

3

3

Minimum width 15mm

1

Minimum

height 10mm

21

CLA CORPORATE GUIDELINESCLA GAME FAIR

1

2

3

4

4

4

Minimum

width 15mm

Minimum

width 15mm

Minimum

height 10mm

The CLA Game Fair logo is available in both horizontal and

stacked formats to allow for design flexibility.

1 Horizontal - Primary version2 Stacked - Secondary version without year3 Stacked - Secondary version with year4 Minimum size

The colours for the CLA logo are Teal PMS 7475, Orange

PMS 143 and Butter PMS 120. The colour of the “Game

Fair” lettering is PMS 145.

The clear area formula to create an exclusion zone and the

minimum recommended size apply to both formats.

Note:CLA Game Fair logos are supplied as artworks and should

never be altered, distorted or re-created in any way.

22

CLA CORPORATE GUIDELINESEXTERNAL PUBLICATIONS - PRINT FONTS/PAPER

Print fontsOur fonts are an integral part of the CLA brand. The fonts

detailed here are for print purposes only, for web fonts

please refer to the Online section of these guidelines.

For externally designed printed material, two main fonts

are used. Josefin Sans and Frutiger; for contrast, Arial is

used. The following font sizes relate to an A4 publication.

1 Front Cover Title – Josefin Sans Regular CAPS This is our principal headline font and is always

used as capitals. Our default size is 60pt on 60pt

leading ie the leading is equal to the font size.

2 Front Cover Sub-title – Josefin Sans Regular CAPS Our default size is 18pt on 25pt leading.

3 Heading – Josefin Sans Regular CAPS This is our principal font for headings. For

chapter headings across full A4 page our default

size is 18pt. For headings within two column set

up our default size is 18pt on 18pt leading.

4 Subheading 1 – Frutiger 65 Bold This is our principal font for subheadings,

for example, intro copy, bullet headings and

highlighted text. Our default size is 11pt on

14pt leading.

5 Subheading 2 – Frutiger 65 Bold Our default size is 10pt on 14pt leading.

6 Body Copy – Frutiger 45 Light This is our principal font for body copy. Our

default size is 10pt on 14pt leading. Colour

90% tint black fully justified with last line

aligned left.

7 Footnotes – Frutiger 45 Light Our default size is 6pt on 8pt leading.

8 Footers – Frutiger 67 Bold Condensed Our default size is 8pt.

For contrast only On occasion, a contrasting font is needed, for

this Arial is used.

9 Heading – Arial Bold CAPS Our default size is 11pt on 12pt leading.

10 Intro Body Copy – Arial Bold Our default size is 10pt on 12pt leading.

11 Body Copy – Arial Light Our default size is 10pt on 12pt leading.

Paper stockFor the majority of print work a quality Uncoated paper

is the preferred option for both litho and digital print;

for example, Edixion, Acroprint or alternative paper

stock of equal quality. Where Uncoated is not viable or

suitable Silk may be used as a substitute.

Paper weightThe standard weight for larger CLA publications is

190gsm cover, 110gsm text, for smaller self-cover

documents 150gsm/170gsm is used.

23

INTERNAL DOCUMENTS - PRINT FONTS

Arial is the default font for all in-house design work

when restrictive font sets are available, such as when

using Microsoft® Word, PowerPoint® and other internally

produced documents.

Recommended font sizes and spacing Title – Arial Bold at 18pt

(maximum 22pt, two lines).

Heading 1 – Arial Bold at 14pt.



Body copy – Arial 11pt.

Points to note Single line spacing, with spacing before and

after set at 0pt.

For clarity Headings should be set using either

sentence case or upper and lower characters (ie

not capitals letters); always range to the left,

never justify, centre or range the type to the

right.

Body copy should be set out in one column with

text left aligned.

Use the Bold format sparingly, for headings or

titles or to increase the emphasis of a word.

The use of italics is not encouraged and should

only be used where additional emphasis is

required, or when necessary, for example, a

legal case name.

The use of underlining is not encouraged as the

modern convention is that underlining

represents a link to a website.

Never ‘play’ with the font, stretching, colouring

or unnecessarily enlarging or shrinking the size.

Ensure your document is adequately spaced, for

example, use two hard returns between

sections.


24


Photographs play an important role in engaging our

audiences and helping convey information. They can

express the CLA’s work just as strongly as wording,

colour and typeface.

Key images should be thought-provoking and visually

arresting. Close-up images can be used as well as images

that tell a story. Avoid posed or staged pictures or those

that feel contrived or unrealistic.

It is important that the images used in our communications

reflect all of our stakeholders and convey positively the

essential themes we are striving to get across:

Property and Ownership

Landscape and Farming

Environment and Natural Resources

Business and Technology

PHOTOGRAPHY

Property and Ownership

Landscape and Farming

Environment and Natural Resources

Business and Technology

25


The CLA crest is a much cherished and exclusive part

of the organisation’s heritage. It should only be used

on exceptional occasions, for example, those involving

royalty. Its relationship with the CLA logo is important.

The crest must always be used in conjunction with the

CLA logo but the two must never occupy the same

visual space. It may be used on its own if the logotype

appears nearby or in the same communication, for

example, on a formal invitation if accompanied by a

letter or other document which contains the logotype.

The CLA crest should appear in the CLA primary

colour Teal, and can be used in white, black or gold.

Recommended minimum size for our crest is 20mm

in height.

Always contact the CLA Marketing Department before

using the crest.

Never reproduce the CLA crest in any of the following

ways:

1 Do not stretch or distort.2 Do not use random colours.3 Do not outline.4 Do not place on an image.

CLA CREST

20mm in height

Exclusion Zone

Minimum size

Colour treatment

1

2

3

4

DESIGN IN PRACTICE

26

27


COUNTRY LAND AND BUSINESS ASSOCIATION LIMITED. REGISTERED IN ENGLAND AND WALES NO: 6131587. REGISTERED OFFICE: 16 BELGRAVE SQUARE, LONDON SW1X 8PQ.

CORPORATE STATIONERY

WITH COMPLIMENTS

. WWW.CLA.ORG.UK

HenRy ROBInsOnPResIDenT

16 Belgrave Square, London SW1X 8PQ

Tel: 020 7460 7929

MOB: 07973 688240

FAX: 020 7235 4696

eMAIl: [email protected]

TWITTeR: @CLAtweetsWWW.CLA.ORG.UK

2014 Business cards LND HR_Layout 1 06/12/2013 10:29 Page 27

Registered office: 16 Belgrave Square, London SW1X 8PQ

2014 Business cards LND HR_Layout 1 06/12/2013 10:29

28


IF YOU ARE A LANDOWNER YOU SHOULD BE A MEMBER OF THE CLA. JOIN THE ORGANISATION THAT PROTECTS YOUR LAND.

MAKE THE MOST OF YOUR LAND

TACKLING THE HOUSING CRISIS IN ENGLANDCLA POLICY ON SECURING AND INCREASING HOUSING SUPPLY IN ENGLAND 2013-2018

LANDOWNINGRIGHTS ANDRESPONSIBILITIESWhether you oWn a single acre or 10,000,MeMbership of the cla is essential for you.

WWW.CLA.ORG.UKWWW.cla.org.uK

Enabling thEcountrysidE to thrivECLA MANIFESTO FOR THE EUROPEAN PARLIAMENT ELECTIONS 2014

USE OF SECONDARY COLOUR PALETTE

CLA AdvisORyseRviCeProviding the suPPort you need2014

WWW.CLA.ORG.UK

CLA POLICYSERVICEINFLUENCING DECISION-MAKERS

WWW.CLA.ORG.UK

Policy doc2014NS_Layout 1 11/02/2014 14:23 Page 3

Business directory

2014Your source for rural products and services provided by CLA members

www.clabusinessdirectory.co.uk

Spring into Summer

Henry Robinson

President of the CLA

invites you to the CLA’s Summer Party

on Wednesday 4 June 2014, 6pm - 8pm

at CLA, 16 Belgrave Square, London SW1X 8PQ

RSVP by Friday 23 MayCarol Brown

CLA, 16 Belgrave Square London SW1X 8PQ

E: [email protected]

Dinner invitation

Henry Robinson

President of the CLA

invites you to the CLA’s Media Dinner

at the Oxford Farming Conference

at 7.30pm, Tuesday, 7 January 2014

at The Private Dining Room, Malmaison,

3 Oxford Castle, New Road, Oxford OX1 1ND

RSVP by 20 December 2013TEL: 020 7460 7936EMAIL: [email protected]

yOUR CLAmembeRshipMaking valuable connections2014

WWW.CLA.ORG.UK

Members Services 2014NS_Layout 1 14/02/2014 14:01 Page 3

29


www.cla.org.uk

Fair play anDcompulsory

purchase

Compulsory purchase has adevastating effect on landowners.

The CLA is fighting to reform an unfairand ineffective system.

www.cla.org.ukwww.cla.org.uk

This area is non-visable within cartridge

linking london and the

countryside

London branch drops 2014D_Layout 1 05/02/2014 09:58 Page 1

renewaBleenergy

opporTuniTies

Are you reaping the benefits?

The CLA can help you to choose the righttechnology and to improve your finances.

www.cla.org.uk

DISPLAY STANDS

31


Charts and diagrams are a great way to present complex

information in a clear way. For corporate communications

the primary colour palette should be used to present

information in a clean, professional manner. If the chart

or diagram is complex, you can use the CLA logo colours

as tints to bring greater breadth and flexibility.

Do not overcrowd the chart or diagram. Think about

what you need to say and be selective about the

information you need to communicate.

CHARTS AND DIAGRAMS

32

CLA CORPORATE GUIDELINESPOWERPOINT® TEMPLATE

A corporate PowerPoint® template has been produced

for use by all staff. Guidelines on font sizes are specified

within the template and several dividing pages have

been created using colours from the CLA’s secondary

colour palette.

POSITIONAL HEADING 1: 44PT ARIAL REGULAR WHITE TEXT 3 LINES

POSITIONAL HEADING 2: 44PT ARIAL REGULAR WHITE TEXT 3 LINES

ONLINE

33

34

CLA CORPORATE GUIDELINESWEB SAFE FONTS

For online material two fonts are used, Futura PT Book

(400) CAPS and Arial Regular.

1 Heading - Futura PT Book (400) CAPSFor all online material our principal headline font is

Futura. This is an exception to the rule since PCs do not

automatically smooth fonts. It is always used as capitals

and is a web safe font.

2 Body Copy - Arial RegularMain body copy is Arial Regular 12pt on and 18pt leading

and is a web safe font.

ABCDEFGHIJKLMNOPQRSTUVWXYZABCDEFGHIJKLMNOPQRSTUVWXYZ12345678910!@£$%&?

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz12345678910!@£$%&?

Heading - Futura PT Book (400) CAPS

Subheading - Arial Regular

1

2

35


With the exception of the CLA Teal for selected

subheadings, secondary colours and tints of secondary

colours should be used within the body copy of

websites and emails. Try to use one secondary colour

within any given page supported by text in black or

black 90% tint.

WEB COLOUR PALETTE

TEAL 2

HEX# 4A7381

KARMA

HEX# 934F46

SKY

HEX# 89CCE2

RED

TEAL

DUST

HEX# 98012E

HEX# 719997

HEX# BAA3AB

RUST

ORANGE WHITE TEXT

OLIVE

HEX# A84D0F

HEX# E9AE4A HEX# FFFFFF HEX# 333333

HEX# C0B02C

BLUE

BUTTER

BEIGE

HEX# 556293

HEX# F8E084

HEX# B9B299

PURPLE

GREEN

HEX# 4A4355

HEX# 93A445

SAGE

SUMMER

HEX# 8BAEA2

HEX# FFC423

Secondary colour palette

Primary colour palette

36

CLA CORPORATE GUIDELINESENEWS FORMATS

These CLA corporate guidelines are available online,

together with key assets including logos and approved

imagery. Please contact the CLA Marketing Department

on 020 7460 7933 for further details.

ONLINE RESOURCES

WWW.CLA.ORG.UK