Portsmouth City Council Brand Identity Guidelines

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Brand Identity Guidelines

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  • Section 1 - Introduction 1 The golden rules to communication 3 How we can work with you 4

    Section 2 - The Basics 5 The logo 6 Colour 10 Corporate fonts and typefaces 12

    Section 3 - Stationery 14 Introduction 15 Letterheads 16 Compliment slips 19 Business cards 22 Fax and memos 24 Forms and NCR pads 27

    Section 4 - Printed literature 28 Print items 29 The bar: what is it and how to use it 30 A4 examples 32 A5 examples 35 DL examples 38 Poster and bus examples 41 The bar: colours 43 Document covers - titles and straplines 44 Document covers - selecting an image 45 Do I have to use photography? 47 Paper stock 48

    Section 5 - Partnership branding 49 Partnerships 50 Co-branding 52 Other agencies 54 Council support, funding

    and contract work 55 Approved accreditations 56

    Section 6 - Electronic Communication 57 Websites 58 Emails 59 Powerpoint 60

    Section 7 - Advertising 62

    Section 8 - Vehicle livery 64

    Section 9 - Site boards, hoardings and exhibition stands 67

    Section 10 - Uniforms 71

    Section 11 - Accessibility 74

    Section 12 - Elected members and The Lord Mayor 77

    Portsmouth City Council Corporate Identity Guidelines

    The contents page number page number

  • 1 1IntroductionCorporate Identity Guidelines

  • 2Portsmouth City Council Corporate Identity Guidelines

    The way that we present ourselves is a major factor in how we are perceived by our customers, partners and people who have an interest in our service.

    Our identity is our commitment and assurance to our residents and customers of a well-managed city. We are accountable for the services, activities and facilities that we provide and have a duty to explain to taxpayers how their money is spent.

    There is substantial evidence that the use of secondary identities or an excess of logos simply confuses the public. It is likely that many people or organisations, other than Portsmouth City Council and our major partners do not understand or recognise the excessive number of logos and symbols we use. We therefore need to apply our corporate identity constantly, across everything we do in order

    for people to recognise and understand the range of work that is carried out by Portsmouth City Council and its employees. The more we apply and use the corporate identity the more it will work for us to raise awareness, improve satisfaction and develop condence.

    This guide, which is applicable to all services, will reinforce and protect the application of Portsmouth City Councils identity and help you and our suppliers to correctly use it. It will show that we operate as one council not a series of disparate departments.

    Identity The corporate logo the organisations badgeImage What we, our customers and partners think about us our goals and aspirations Brand A name, symbol or design that identies our service to our customersValues The things that guide our actions

    Reputation

  • 3Portsmouth City Council Corporate Identity Guidelines

    Communication is everyones responsibility

    When producing reports or delivering projects think about the communications risks and benets at draft stage

    Always, always use Portsmouth City Councils logo. Get advice from your directorate corporate communication ofcer. Contact details are on IntraLINK

    Dont initiate or commission publications, advertising or web design without talking to the Corporate Communications team rst we will be able to help; at the very least we can give advice and information on the organisations preferred suppliers

    Remember the needs of the residents. We need to consult when we make service changes, and build responses into policy

    Talk to your manager, colleagues and Key Communicators spread the word about improvements youve made and ideas youve got

    Be realistic you may not be able to get a full feature in the local paper or TV channel for everything you think deserves good publicity but Corporate Communications will work with you to try to nd the best PR for your campaign/ event/service

    Always use plain English and the PCC house style which can be found on IntraLINK when writing this ensures you treat all customers in a consistent way

    The golden rules of communication

    Better communication leads to recognition and improved customer satisfaction

  • 4The Corporate Communications team: Provide advice and guidance on publications,

    communications and collateral working with directorates to produce quality documents which meets the needs of our customers

    Are responsible for internal communication initiatives for example LINK, Key Communicator Network and staff information

    Co-ordinate, write and edit the Flagship magazine, the A-Z of services and the staff Annual Review

    Provide advice and guidance on corporate identity, design and publications negotiate and liaise with both internal and external customers to provide advice on the PCC corporate identity guidelines, as well as negotiating with designers and printers to ensure best value

    Provide advice and guidance on plain English PCC holds corporate membership to the plain English company and this underpins all of our communications

    Provide advice and guidance on internal corporate communication messages for example Local Pay Review, the new stationery contract and the new print contract

    Develop and support all e-communication within PCC including the design of the corporate website and IntraLINK

    Co-ordinate Intranet and Web authors/Editors

    Provide value for money graphic design to PCC directorates

    Manage the PCC Media Store - which is a database of images that reect Portsmouth City Council and Portsmouth

    We liaise and meet regularly with the Strategic Directors and their senior managers to provide pro-active and reactive media support to the organisation

    developing communications campaigns and strategies (anything from local issues to major issues such as the Farlington roundabout roadworks)

    We issue news releases to local and regional media, including TV, radio and newspapers, as well as targeting certain media or trade press for specic campaigns or initiatives

    advise on leaets, posters and advertising

    campaigns

    co-ordinate media ambassadors for media interviews, press conferences or photo opportunities

    Undertake Internal communications work for the directorates

    MediaMuch of our contact is with our locals that is our two nearest TV stations BBC South, Meridian Broadcasting; the ve local radio stations (BBC Radio Solent, The Quay, Wave, Ocean and Express) and The News. We occasionally liaise with international media too, often involving the citys major events such as Trafalgar 200. Copies of our news releases are put on the PCC website daily.

    How we can work with you

    Portsmouth City Council Corporate Identity Guidelines

  • 5 2The BasicsCorporate Identity Guidelines

  • 6Portsmouth City Council Corporate Identity Guidelines

    What is the Portsmouth City Council logoOur corporate logo is represented by a star and crescent with the words Portsmouth City Council. These two elements should never be separated. The logo should not be altered in any way. The logo is available on IntraLINK under useful information.

    On our website at http://www.portsmouth.gov.uk

    Or email corporatecommunications@portsmouthcc.gov.uk Tel: 023 9284 1559

    The logo can be increased or decreased in size but the star and crescent and the words must always remain in proportion to one another. No additional words can be added to the logo. The font for our logo is Avenir.

    For larger projects such as billboards the logo can be scaled up with correct proportions. Always ask Corporate Communications for advice on larger projects. Always reproduce the logo from master artwork. Never redraw, re-proportion, or amend it in any way.

    These are four standard sizes for reproducing the logo in print. The logo should never be used smaller than the examples shown. Only these standard sizes are to be used and they have been created to suit the most needs of the authority.

    The logo

    DL 40-50mm wide

    A5 40-50mm wide

    A4 58-68mm wide

    A3 85-95mm wide

    The logo can be increased or decreased in size but the star and crescent and the words must always remain in proportion to one another.

  • 7Portsmouth City Council Corporate Identity Guidelines

    The logo

    The minimum space around the logo is equal to the height of P in Portsmouth

    The logo: clear spaceIn order to create the maximum visual impact of the logo a clear space needs to be maintained around it. This is a space where no other type or image must appear. The minimum space around the logo is equal to the height of P in Portsmouth. The only exception to this is when the logo reproduces on, or reverses out of a suitable photographic or colour background.

  • 8The logo coloursThe corporate logo has been designed to suit most communications needs. You can use the logo in the colour variations pictured. The colour logo you choose will depend on several things:

    the background colour of the printed document

    your budgetary constraints full colour printing is more expensive, so you may choose a one colour document and logo

    Portsmouth City Council Corporate Identity Guidelines

    How to use the logoIf your background is:

    White background use Solid black logo Blue logo Colour logo

    Mid-coloured background use Solid black logo Dark coloured background use White reversed out logo Textured or photographic background use Solid black logo White reversed out logo

    Single colour/black & white useSolid black logo

    The corporate logo has been designed to suit most communications needs.

  • 9Portsmouth City Council Corporate Identity Guidelines

    How to use the logo

    BlueThis should only be used on a

    white background

    Solid black For use on a white or light colour

    background

    Colour logoFor use on a white background only

    White reversed out of a strong colour. For use on dark colour background

    White reversed out of a photographic or illustrative background

    Do not use against complex backgrounds or backgrounds where there is not enough contrast

    Solid black on a photographic or illustrative background

    Do not use against complex backgrounds

  • 10

    Portsmouth City Council Corporate Identity Guidelines

    This section introduces the councils corporate colours and explains how to apply them.

    Portsmouth City Councils ofcial colours for the logo are either blue and black or blue and gold. It is important that you reproduce these colours accurately on all materials.

    Pantone numbersPantone colours are internationally recognised as the standard for colour communication in the graphic design industry, with each colour being given an identifying code or pantone number.

    CMYKPrinters also use cyan, magenta, yellow and black (CMYK). These are the four colours that are used to produce all possible colours in full colour litho print, for example publications and newsletters.

    RGBRed, green and blue values are used for on screen designs such as PowerPoint presentations and websites.

    BlackPantone numbers: blackCMYK: 0.0.0.100RGB: 0.0.0

    BluePantone numbers: 2935CMYK: 100.50.0.0RGB: 10.80.161

    BluePantone numbers: 282CMYK: 100.72.0.38RGB: 0.56.118

    YellowPantone numbers: 130CMYK: 0.27.100.0RGB: 254.190.14

    Colour

  • 11

    Portsmouth City Council Corporate Identity Guidelines

    Secondary colour paletteThe secondary colour palette is designed to add vibrancy to Portsmouths identity. It is a range of colours to be used as a background for your publications. Colour accuracy and consistency is very important.

    ColourThis is the ofcal Portsmouth City Council colour palette and is the standard for all printed materials. The colours are not designed to represent any service and may be used in all applications.

    C 0%M 100%Y 100%K 0%

    C 0%M 100%Y 400%K 0%

    C 0%M 50%Y 100%K 0%

    C 0%M 0%Y 100%K 0%

    C 30%M 0%Y 100%K 0%

    C 100%M 0%Y 100%K 0%

    C 100%M 0%Y 70%K 40%

    C 100%M 0%Y 30%K 5%

    C 100%M 15%Y 0%K 0%

    C 100%M 50%Y 0%K 0%

    C 100%M 720%Y 0%K 32%

    C 50%M 100%Y 0%K 10%

    C 40%M 100%Y 60%K 0%

    C 60%M 80%Y 100%K 30%

    100%

    70%

    40%

    15%

    R 237G 27B 35

    R 237G 15B 100

    R 248G 148B 29

    R 255G 242B 0

    R 191G 215B 48

    R 0G 166B 80

    R 0G 115B 86

    R 0G 163B 179

    R 0G 155B 223

    R 0G 113B 187

    R 0G 55B 117

    R 132G 30B 130

    R 166G 41B 87

    R 97G 60B 36

    C 70%M 55%Y 55%K 0%

    R 103G 115B 117

    C 50%M 0%Y 0%K 100%

    R 0G 20B 35

    C 0%M 0%Y 0%K 35%

    R 195G 195B 195

    PMS 281Cool Grey 5PMS 2935

  • 12

    Portsmouth City Council Corporate Identity Guidelines

    The type of font you use can completely change the tone of what you write.

    For example, a letter about a Council Tax bill in Comic Sans would give customers completely the wrong impression, as it looks unprofessional.

    We have introduced corporate typefaces to create consistency in the tone of our communications and to ensure we produce materials that are accessible to a wide range of audiences. We have corporate membership of the plain English Campaign. This means that we make it clear to our customers that Portsmouth City Council is committed to clear communication. Plain English ensures that the intended audience can read, understand and act the rst time they read the information. Plain English takes into account design and layout as well as language.

    Most fonts can be divided into two groups: serif, which have pointed bits (serifs) like this;

    abcdefghijklmnopand

    sans serif, which are plain, like this

    abcdefghijklmnopSerifs, if they are too pronounced can be distracting. Use sans serif font. Word-processing software offers a wide choice of fonts and it is tempting to use many different fonts in the same document. Dont! Its confusing to the reader and can make documents more difcult to read.

    The corporate typeface is Arial. This is because it is a sans serif font; it is pre-installed on all modern PCs and is widely available. This should be used to produce all documents internally - ie letters, reports and PowerPoint slides. For printed materials the typeface is Fruitiger see page 28 for details.

    Corporate fonts and typefaces

    We have introduced corporate typefaces to create consistency in the tone of our communications

  • 13

    Portsmouth City Council Corporate Identity Guidelines

    Corporate fonts and how to use them

    SHADOW

    Size matters Fonts and typography, what to avoid: serif fonts or mixed font sizes in one sentence

    CAPITALS, avoid using block capital letters for emphasis - it makes words difcult to read, and looks as if YOU ARE SHOUTING

    underlining is a hangover from typewriter days. It makes it difcult to recognise the shape of the letters

    italics the human eye reads by recognising the shape of words. Text which has been set in italics or capitals is more difcult to read as it is harder to recognise the word shapes if all letters are the same height or set at an angle

    aligning type to the centre, justifying or setting type to the right

    type effects such as

    or

    or

    tight or touching text doesnt save space it just makes things difficult to read

    Arial should be a minimum of 12 point in correspondence. Always be mindful of your audiences need for accessibility.

    For example, if you know someone you are writing to has a sight impairment, use Arial 16pt. For advice on accessibility see page 75.

  • 14 3StationeryCorporate Identity Guidelines

  • 15

    Portsmouth City Council Corporate Identity Guidelines

    Templates for Portsmouth City Council stationery have been created to help achieve this consistency. You can download them from IntraLINK, go to useful information.

    Letterheads can be pre-printed by Amey. To order you will need to complete a print requisition form and place your print order with Amey.

    Managers please ensure that staff are aware of and only use the ofcial templates. New staff should be introduced to the corporate identity as part of their induction programme.

    Introduction

    Printed stationery is the principal form of communication with our residents, partners and businesses and represents the council and its services. It is important that we maintain a high standard and visual consistency.

  • 16

    Portsmouth City Council Corporate Identity Guidelines

    The size and position of the letterhead elements must not be altered and the master artwork should always be used. The corporate font is Arial and text should be written in Arial pt. size 12

    No campaign or partner logos are to be displayed on the corporate letterhead. Clarication can always be sought from Corporate Communications

    The agreed layout for letterheads will always include in the rst line the name of the service, followed by the relevant postal address. Personalised versions of corporate stationery (which also lists directorate and/or team name) are not appropriate as this confuses our corporate identity and our customers

    Wherever possible, please refer to yourself using your rst and last names rather than titles such as Miss, Mrs, Mr, Ms or Dr

    Individual qualications are not to be used, with the exception, as a legal requirement, the City Solicitor

    The footer will always give the corporate website address www.portsmouth.gov.uk

    Letterheads

    Letterhead example >

  • 17

    Portsmouth City Council Corporate Identity Guidelines

    Pantone 2935

    Pantone Cool Grey5

    99mm

    45mm

    297mm

    210mm

    35mm

    67mm10mm

    10mm

    70.5mm

    12mm

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Dear Mr Surname

    Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veni-am, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet domingid quod mazim placerat facer possim assum.

    Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritasest etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.

    Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposueritlitterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modotypi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum

    Yours sincerely

    Peter BruceRoad Safety Team Leader

    Phone: 023 9200 0000Fax: 023 9200 0000

    Ref: AS/DF/07

    Date: 28th January 2007

    Mr Christian SurnameHouse NameNumber RoadArea NameCityCountyPOSTCODE

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Dear Mr Surname

    Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veni-am, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet domingid quod mazim placerat facer possim assum.

    Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritasest etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.

    Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposueritlitterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modotypi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum

    Yours sincerely

    Peter BruceRoad Safety Team Leader

    Phone: 023 9200 0000Fax: 023 9200 0000

    Ref: AS/DF/07

    Date: 28th January 2007

    Mr Christian SurnameHouse NameNumber RoadArea NameCityCountyPOSTCODE

    www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000 www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000

    Frutiger Light 14Pt

    95mm

    45mm

  • 18

    Portsmouth City Council Corporate Identity Guidelines

    Pantone 2935

    Pantone Cool Grey5

    99mm

    45mm

    297mm

    210mm

    35mm

    67mm10mm

    10mm

    70.5mm

    12mm

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Dear Mr Surname

    Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veni-am, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet domingid quod mazim placerat facer possim assum.

    Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritasest etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.

    Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposueritlitterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modotypi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum

    Yours sincerely

    Peter BruceRoad Safety Team Leader

    Phone: 023 9200 0000Fax: 023 9200 0000

    Ref: AS/DF/07

    Date: 28th January 2007

    Mr Christian SurnameHouse NameNumber RoadArea NameCityCountyPOSTCODE

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Dear Mr Surname

    Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euis-mod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veni-am, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodoconsequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestieconsequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odiodignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nullafacilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet domingid quod mazim placerat facer possim assum.

    Typi non habent claritatem insitam; est usus legentis in iis qui facit eorum claritatem.Investigationes demonstraverunt lectores legere me lius quod ii legunt saepius. Claritasest etiam processus dynamicus, qui sequitur mutationem consuetudium lectorum.

    Mirum est notare quam littera gothica, quam nunc putamus parum claram, anteposueritlitterarum formas humanitatis per seacula quarta decima et quinta decima. Eodem modotypi, qui nunc nobis videntur parum clari, fiant sollemnes in futurum

    Yours sincerely

    Peter BruceRoad Safety Team Leader

    Phone: 023 9200 0000Fax: 023 9200 0000

    Ref: AS/DF/07

    Date: 28th January 2007

    Mr Christian SurnameHouse NameNumber RoadArea NameCityCountyPOSTCODE

    www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000 www.portsmouth.gov.ukCity Helpdesk: 023 0000 0000

    Frutiger Light 14Pt

    95mm

    45mm

  • 19

    Portsmouth City Council Corporate Identity Guidelines

    Compliment slips are pre-printed as shown in the example on page 20. You should add, by hand, relevant details such as: addressed to date reference direct line contact number details and, name

    The only individuals to have their own named compliment slips are:

    The Lord MayorLeader of the council and Cabinet MembersChief ExecutiveStrategic DirectorsCity SolicitorThe Port

    Compliment slips

    Wherever possible, please refer to yourself using your rst and last names rather than titles such as Miss, Mrs, Mr, Ms or Dr.

    Compliment example >

  • 20

    Portsmouth City Council Corporate Identity Guidelines

    www.portsmouth.gov.ukw i t h c o m p l i m e n t s

    Pantone 2935

    30mm

    51.5mm

    9mm

    .5mm space

    12mm

    99mm

    210mm

    www.portsmouth.gov.ukw i t h c o m p l i m e n t sFrutiger Light 11pt

    Pantone cool grey 5

    146 mm 63.5mm

    9mm

  • 21

    Portsmouth City Council Corporate Identity Guidelines

    www.portsmouth.gov.ukw i t h c o m p l i m e n t s

    Pantone 2935

    30mm

    51.5mm

    9mm

    .5mm space

    12mm

    99mm

    210mm

    www.portsmouth.gov.ukw i t h c o m p l i m e n t sFrutiger Light 11pt

    Pantone cool grey 5

    146 mm 63.5mm

    9mm

    www.portsmouth.gov.ukw i t h c o m p l i m e n t s

    Pantone 2935

    30mm

    51.5mm

    9mm

    .5mm space

    12mm

    99mm

    210mm

    www.portsmouth.gov.ukw i t h c o m p l i m e n t sFrutiger Light 11pt

    Pantone cool grey 5

    146 mm 63.5mm

    9mm

  • 22

    Portsmouth City Council Corporate Identity Guidelines

    Only staff whose work interacts with external customers, agencies or partners are to order business cards.

    Business cards can be ordered through Amey using a print requisition form. Amey will need the following information: name job title directorate telephone number fax mobile number email

    Wherever possible, please refer to yourself using your rst and last names rather than titles such as Miss, Mrs, Mr or Ms.

    Individual qualications are not to be used, with the exception, as a legal requirement , the City Solicitor.

    Business cards

    Business card example >

  • 23

    Portsmouth City Council Corporate Identity Guidelines

    Put name herePut job title in here

    Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, PO1 2AL

    Telephone: 023 9284 1556Mobile: 079 7000 0000Fax: 023 9284 1030Email: name@portsmouthcc.gov.ukWebsite: www.portsmouth.gov.uk

    Put name herePut job title in here

    Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, PO1 2AL

    Telephone: 023 9284 1556Mobile: 079 7000 0000Fax: 023 9284 1030Email: name@portsmouthcc.gov.ukWebsite: www.portsmouth.gov.uk

    Frutiger Bold 8ptFrutiger Light 7ptFrutiger Light 7pt

    Leading 7.5pt

    Pantone 2935

    4mm

    40mm

    18mm

    90mm

    55mm

    Put name herePut job title in here

    Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, PO1 2AL

    Telephone: 023 9284 1556Mobile: 079 7000 0000Fax: 023 9284 1030Email: name@portsmouthcc.gov.ukWebsite: www.portsmouth.gov.uk

    Put name herePut job title in here

    Corporate Communications, Civic Offices, Guildhall Square, Portsmouth, PO1 2AL

    Telephone: 023 9284 1556Mobile: 079 7000 0000Fax: 023 9284 1030Email: name@portsmouthcc.gov.ukWebsite: www.portsmouth.gov.uk

    Frutiger Bold 8ptFrutiger Light 7ptFrutiger Light 7pt

    Leading 7.5pt

    Pantone 2935

    4mm

    40mm

    18mm

    90mm

    55mm

  • 24

    Portsmouth City Council Corporate Identity Guidelines

    Word templates for memos and faxes have been created which can be downloaded from IntraLINK. Go to useful information.

    The size, position and other elements of these templates must not be altered. Your text should be typed in font Arial 12pt or handwritten.

    Fax and memo templates

    Fax and memo examples >

    Faxes and memos should only be printed in black and white. Photocopies are to be avoided.

  • 25

    Portsmouth City Council Corporate Identity Guidelines

    FaxTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    MemoTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    FaxTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    Arial Bold 12pt

    Arial 12pt

    Arial Bold 36pt50%k

    Arial 14pt50%k

    Arial Bold 18pt50%k

    297mm

    210mm

    67mm15mm

    20mm

    FaxTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    MemoTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    FaxTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    Arial Bold 12pt

    Arial 12pt

    Arial Bold 36pt50%k

    Arial 14pt50%k

    Arial Bold 18pt50%k

    297mm

    210mm

    67mm15mm

    20mm

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    Portsmouth City Council Corporate Identity Guidelines

    FaxTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    MemoTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    FaxTo:

    From:

    Ref:

    Date:

    Message:

    Road Safety & TrafficManagement

    Civic Offices Guildhall Square PortsmouthPO1 2NE

    Phone: 023 9200 0000Fax: 023 9200 0000

    Arial Bold 12pt

    Arial 12pt

    Arial Bold 36pt50%k

    Arial 14pt50%k

    Arial Bold 18pt50%k

    297mm

    210mm

    67mm15mm

    20mm

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    Portsmouth City Council Corporate Identity Guidelines

    As a standard all corporate forms, appointment cards and NCR pads should: be written Arial 12pt

    have the Portsmouth City Council logo at the top righthand corner

    display the Portsmouth City Council website address

    Give your forms some thoughtPage layouts consist of text, illustrations, and white space. It is important that you are aware how these different elements relate to each other.

    Many people work hard on their writing style yet give little attention to how their words appear on a page. Pages dense with body text are very off-putting.

    Use design to attract your readers and to help them nd their way around your documents. Think about margin and column widths. Try to aim, for example, for a margin of about 25mm both at the top and bottom, and at the sides, of each page. Use a clear hierarchy of headings and sub-headings using different type sizes.

    Make sure there is a good contrast between the type colour and the background. For example, use black or dark blue type on a white background.

    To link a sub-heading with the following text you should have more space above it than below it.

    Display text needs breathing space. Let white space frame your headlines or headings. They will look better and they will attract more attention than if you lled the available space with large type.

    Forms and No Carbon Required (NCR) pads

  • 28 4Printed LiteratureCorporate Identity Guidelines

  • 29

    Portsmouth City Council Corporate Identity Guidelines

    Printed items, such as posters and leaets are just one way in which we inform our customers.

    Printed literature is not always the most appropriate way of informing our customers, consider the full range of options available against your desired outcomes before you commit money and commission a document. The Corporate Communications team will be able to advise you of the most appropriate way to get your messages across.

    All printed materials must follow the corporate style, which is illustrated below. The font used in all printed materials is Fruitiger and should be no smaller than 11pt.

    To ensure information is available to everyone the alternative format strapline must appear on the back of all materials, along with the date of the publication and the version number.

    Print items

    Sometimes, we need to target unique audiences that require messages and designs outside of the corporate identity such as time limited campaigns, events, or district audiences. The Corporate Communications team will be able to advise you.

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    Portsmouth City Council Corporate Identity Guidelines

    The bar is another element of our corporate identity. Based on a grid system it is a visual element used to create corporate brand consistency. The bar must be used on all printed literature and always with the corporate logo.

    The bar: what is it and how to use it?

    Single Bar Use where there is secondary information.

    There are a number of different ways that you can use the bar different sizes and requirements demand different grid types.

    Your main title herewww.portsmouth.gov.uk

    No Bar When you have no secondary information.

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    Portsmouth City Council Corporate Identity Guidelines

    The bottom line Posters or campaign designs need maximum space to allow for creativity. As a minimum you should use the single bar at the bottom of the page and the logo. This format is also very useful for irregular shaped and small items, such as A6 cards or stickers.

    The bar: how to use it

    Get instant help atthe touch of a buttonWith a community alarm, you'll get the peace of mind and confidence youneed to live independently, 24 hours a day, seven days a week.

    The easy-to-use personal alarm system provides a lifeline between you andpeople you can rely on - keeping you and your family at ease.

    To find out more about the community alarm and how it might work foryou, a family member, friend or neighbour call 0800 731 2228.

    I know if I have nocarers here andneed help, I canalways push thealarm and help willbe on the way.

    Amanda Bullion

    www.portsmouth.gov.uk

    The corporate website address www.portsmouth.gov.uk must always appear in the detail

  • 32

    Portsmouth City Council Corporate Identity Guidelines

    Examples of how A4 publications will look

    Children, Families and Learning Health, Housing and Social Care

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    Portsmouth City Council Corporate Identity Guidelines

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    Portsmouth City Council Corporate Identity Guidelines

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    Portsmouth City Council Corporate Identity Guidelines

    Examples of A5 publications

    Brunel roundabout roadworksEnvironment and Transport

    www.portsmouth.gov.uk

    MuseumsProtecting our heritage & promoting culture

    www.portsmouth.gov.uk

    Environment and Transport Economy, Culture and Community Safety

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    Portsmouth City Council Corporate Identity Guidelines

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    Portsmouth City Council Corporate Identity Guidelines

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    Portsmouth City Council Corporate Identity Guidelines

    Examples of DL size publications

    Museums

    www.portsmouth.gov.uk

    Protecting our heritage & promoting culture

  • 39

    Portsmouth City Council Corporate Identity Guidelines

  • 40

    Portsmouth City Council Corporate Identity Guidelines

  • 41

    Portsmouth City Council Corporate Identity Guidelines

    Remember the bottom line: All poster and bus adverts must follow the corporate style:

    use the bar at the bottom of the page the logo stays top right of the page

    Poster and bus advert examples

    Poster templates have been created which can be over printed. The templates can be found on IntraLINK go to useful information or contact Corporate Communication.

  • 42

    Portsmouth City Council Corporate Identity Guidelines

    Bus poster examples

    Hop aboard the big bus debateHelp decide where the buses are going.Call (023) 92 688 699. Or go towww.portsmouth.gov.ukand click on have your say.

    www.portsmouth.gov.uk

    Hop aboard thebig bus debateHelp decide where the buses are going. Call (023) 92 688 699. Or go to www.portsmouth.gov.uk and click on have your say.

    Back of bus

    Side of bus

  • 43

    Portsmouth City Council Corporate Identity Guidelines

    When you select colours for your printed literature you should choose colours that t in with, and reect, the tone of the document and/or colours that compliment the image.

    The bar: colours

    www.portsmouth.gov.uk

    What are your ideas for improvingPortsmouth's bus network? Call (023) 92 688 699.Go to www.portsmouth.gov.uk and click onhave your say.

    Hop aboardfor the big busdebateThe bar

    The bar

  • 44

    Portsmouth City Council Corporate Identity Guidelines

    It is important to have a clear title, which conveys the detail or message simply and quickly in as few words as possible.In order to do this you must rst dene your target audience and understand what the purpose of the document is. Use appropriate language and tone to describe the subject.

    Why are straplines important?Straplines help to give clarity to your campaign. It helps people to associate the strapline with your campaign and makes it easier for us to evaluate if the campaign has been a success.

    Document covers: titles and straplines

  • 45

    Portsmouth City Council Corporate Identity Guidelines

    The image that you choose should work with your document title to strengthen the message you are trying to convey.

    Photographs are an excellent way of illustrating documents, be sure that the images you use are engaging, vibrant, real and inclusive. If at all possible use local images that illustrates life or activity in Portsmouth. Always be mindful and respectful of the target audience.

    Avoid photographs that are too posed, articial, obvious and excluding.

    You must ensure that you have the written and signed permissions to use photographs of service users, residents, children or staff. This permission must also outline how the picture will be used. A consent form is available from the Corporate Communications team, or on IntraLINK, go to useful information. If you have commissioned photography please share it with your colleagues. Help to build

    the media store our on-line database of Portsmouth City Council and Portsmouth images. Go to www.portsmouth-mediastore.co.uk to have a look. If you have some great images please send them to Corporate Communications.

    Document covers: selecting an image

    Use only high-quality imagery, where possible taken by a skilled professional photographer. If your budget doesnt allow for professional photography you can source images from commercial image libraries. Talk to the Corporate Communications team who can guide you through this.

    Imagery examples >

  • 46

    Portsmouth City Council Corporate Identity Guidelines

    Providing you with a betterplace to live.An introduction to your new repairs and maintenance service.

    August 2006Health, Housing and Social Care

    Services to help homeownersrenovate their homeCommunity Involvement, Empowerment & Development (CIED)

    August 2006

    A5 broc 25/9/06 5:03 pm Page 2

    Providing you with a betterplace to live.An introduction to your new repairs and maintenance service.

    August 2006Health, Housing and Social Care

    Providing you with a betterplace to live.An introduction to your new repairs and maintenance service.

    August 2006Health, Housing and Social Care

    A5 broc 25/9/06 4:43 pm Page 1

    Image examples

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    Portsmouth City Council Corporate Identity Guidelines

    Where you do not have a strong image, or for more economically produced documents you can use:

    illustrations graphics strong colours to give impact reversed out text

    Do I have to use a photograph?

  • 48

    Portsmouth City Council Corporate Identity Guidelines

    So that we can achieve consistency across Portsmouth City Councils communications and to deliver a modern accessible, clean image all printed literature should only be reproduced on matt or silk nished paper. Glossy paper nishes must be avoided because the reected light obscures the print and the glare makes it more difcult to read than matt.

    Wherever possible recycled paper of fty per cent or above should be used. The Corporate Communications team can give further advice about this or you can discuss it with the contracted print supplier.

    Things to bear in mind: If you have to fold your document, have some

    consideration to where the creases will be. Creases obscure the text

    On large documents, dont print too close to the spine

    Perfect binding can make it difcult for those using scanners or screen magniers to lay the publication at. Think about your target audience

    Paper stock

    Recommended Paper stock

    Report/Strategy cover - A4 250gms matt/silk

    Report/Strategy pages - A4 130gms matt/silk

    Poster A4/A3/A2 175gms matt/silk

    Poster A1/A0 200gms matt/silk

    Publication DL/A5/A4 cover 250gms matt/silk

    Publication DL/A5/A4 pages 130gms matt/silk

    Leaet/Flyer DL/A5 single or double sided 150gms matt/silk

  • 49 5Partnership BrandingCorporate Identity Guidelines

  • 50

    Portsmouth City Council Corporate Identity Guidelines

    Portsmouth City Council works with and supports many activities and organisations. We need to show that we are operating in a joined up way and make people fully aware of the work we are doing and our involvement in the community. But, we also need to acknowledge support, partnerships or funding streams.

    Partnerships

    We have many partners that we work with on a daily basis. All these partners have their own identity and branding. This can often bring problems with co-brands and clashing identities.

    These multiple identities often ght for attention on a page, poster, leaet or advert, especially when many logos are used at the same time to promote a joint project or campaign involving several authorities, e.g. the police, re service and council.

    It is important, for both partnership relationships and accessible publications, that we have a rule to use partnership identities where appropriate.

    There will be certain times when statutory and voluntary authorities come together for multi-agency work and it is at these times, when publications are developed to promote these joint ventures, that one partnership logo should be used, or one organisation identity.

    For example, we are a key member of the anti-crime and substance misuse group Safer Portsmouth Partnership. We carry out any initiative relating to community safety such as anti-social behaviour, crime reduction, domestic violence, wardens service, drugs and alcohol alongside other partners then our logo and identity, as well as the other partners logos and identities,

    becomes overridden by the single Safer Portsmouth Partnership logo. (See examples) The main reason for this is to promote joint working and a consistent message amongst all community agencies.

    This approach to counteracting logo happy, identity-cluttered publications also makes sense to achieve a less busy design.

    This approach to one partnership identity should, where appropriate, apply to other partnerships that the council is involved with, for example the local strategic partnership.

    Partnership examples >

  • Portsmouth City Council Corporate Identity Guidelines

    51

    spare change or real changeAlternative Giving Scheme: The money you donate will be used by local charities that help rough sleepers and those that beg to rebuild their lives away from the street.

    023 9229 8791For more information please contact

    spare change or real changeAlternative Giving Scheme: The money you donate will be used by local charities that help rough sleepers and those that beg to rebuild their lives away from the street.

    023 9229 8791For more information please contact

    Partnership examples

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    Portsmouth City Council Corporate Identity Guidelines

    If projects have been majority funded by the council, through grants, or assistance then use the full council branding with acknowledgements on the back cover.

    Where the project is equally funded you should acknowledge the partners) by using one or more of the following:

    on the cover, by using the partner logo positioned next to Portsmouth City Council logo and the correct exclusion zone between them

    a strapline in the bar

    if there is more than one partner include an about this publication page and detail all partners and their involvement

    place multiple partner logos on the back cover of the publication no more than three logos. If there are more than three then write acknowledgements on the back rather than trying to accommodate all logos

    Where funding has been received from a partner who has not provided equal nancial support or resources then their logo should not be included on the front cover but should be located on the back, or on the bar.

    Co-branding - How to decide on identity

    If you are producing posters or yers space is often limited. Listing logos or organisations is not realistic and you may have to leave them off.

    Co-branding examples >

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    Portsmouth City Council Corporate Identity Guidelines

    Work is taking place at Brunel roundabout toimprove safety and make it better for drivers.Colas, the contractor doing the work on behalf of Portsmouth City Council,is expecting the work to last until May.

    Colas and the council are working hard to keep disruption to a minimumand keep neighbours, local businesses and drivers informed.

    Brunel roundabout roadworks

    www.portsmouth.gov.uk

    For further information Call

    0800 000 0000

    Diet and lifestyle forolder peopleInformation on eating a balanced diet and lifestyle issues

    www.portsmouth.gov.uk

    Co-branding examples

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    Portsmouth City Council Corporate Identity Guidelines

    Where there is an existing partnership with agreed branding, for example Safer Portsmouth Partnership, their branding should be retained.

    New Portsmouth partnership logos or branding styles should be developed in consultation with Corporate Communications.

    If the other organisation is the lead partner, its branding style should be used. The Portsmouth City Council logo rules on sizes and colour must be adhered to.

    Other agencies

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    Portsmouth City Council Corporate Identity Guidelines

    Use when we have put resources into another organisations project.

    Use when we have joint working arrangements with other organisations.

    Use when an external contractor carries out major work on behalf of Portsmouth City Council. We should let our residents know that the organisation is working on our behalf.

    You must clearly identify the service being carried out, the contractors name and that the contractor is working for Portsmouth City Council as illustrated.

    The arrangement should be written into the contract specication and costs of applying it should be borne by the contractor. Procurement will be able to advise where this requirement needs to be considered and included in the specication and contract.

    Council support, funding and contract work

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    Portsmouth City Council Corporate Identity Guidelines

    Directorates within the council are often recognised for national awards, but as they are not awarded to the council as a whole, they cannot be included on corporate stationery. However, if the individual service has received signicant external recognition, such as a current Beacon status, one additional logo on specialised leaets, brochures and adverts can be used if it is important to a particular target audience.

    These accredited logos should be used on the back cover so that they do not compete with the city council identity.

    Approved accreditations

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    Portsmouth City Council Corporate Identity Guidelines

    6CommunicationCorporate Identity Guidelines

    Electronic

  • Portsmouth City Council Corporate Identity Guidelines

    58

    Portsmouth City Council Corporate Identity Guidelines

    So, you want a website?Before you can go ahead with creating a new website you must talk to the website & e-communications ofcer in Corporate Communications rst. This is because we need to follow government web guidelines, city council branding and comply with the Disability Discrimination Act when we develop web pages. The website & e-communications ofcer will be able to advise and assist you with any web development projects you want to do.

    So what can I do?Services are responsible for their own content on IntraLINK and the PCC website. Each service will have content Authors and Editors who are trained to write content for the Web. They use a Content Management System (CMS) to create and modify information to be displayed. Guidelines for Writing for the Web have been created by corporate communications. It lists the standards and rules that apply to producing IntraLINK and web pages to ensure consistency and accessibility. The guidelines, along with a list of Authors and Editors can be found on IntraLINK under useful information.

    Websites

    Before you can go ahead with creating a new website you must talk to the website & e-communications ofcer.

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    59

    EmailElectronic communication is a major part of our corporate identity. We now send out more emails than letters and therefore email is more visible to people than any other form of communication tool we use.

    For this reason a standard form of email sign off has been created. You must ensure that it appears at the end of all your emails.

    All emails should be default to Arial and be in font size 12.

    An instruction on how to create your email signature as well as other email guidelines is available on IntraLINK, go to useful information.

    Do not add your own messages or animation to your email signature.

    Emails

    A.N. OtherYour job title herePortsmouth City CouncilCivic OfcesGuildhall SquarePortsmouthPO1 2AXT: 023 XXXX XXXXE: an.other@portsmouthcc.gov.uk

    WWW.Portsmouth.gov.uk

    Your name Your job title Your work addresson no more than ve lines

    Your direct dial telephone numberYour email address

    Portsmouth City Councils website

    Electronic communication is a major part of our corporate identity. We now send out more emails than letters.

    Your email signature should consist of:

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    Portsmouth City Council Corporate Identity Guidelines

    PowerPoint

    PowerPoint examples >

    Portsmouth City Councils PowerPoint presentation slides are available on IntraLINK.

    How to use the corporate slidesYou can replace the images used in the templates to give your presentations more meaning. Each slide has guidance on where, how and what size to place text and images.

    The size and position of the PowerPoint elements may not be altered in any way.

    Your text should be written in Arial.

    Avoid the use of clip art or cartoons they only serve to diminish the seriousness of your presentation. We have a stock image library. Please contact our Graphic Designer - Mark Maguire on 92688651.

    If you are delivering a presentation in a learning & development environment please speak with corporate Learning & Development who will provide you with advice on how to adapt the corporate slides to meet the needs of your audience.

    Please speak to Corporate Communications for further guidance.

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    Portsmouth City Council Corporate Identity Guidelines

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    AdvertisingCorporate Identity Guidelines

    7

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    Portsmouth City Council Corporate Identity Guidelines

    Whenever you use advertising the corporate logo should always be used. You should only undertake advertising where it is part of a planned marketing activity. You should give careful consideration to the effectiveness of the advertising versus other means of communication. Talk to the Corporate Communications team about all your advertising needs as they may be able to propose some alternative suggestions which may be more effective in reaching your target audience and be more cost effective.

    Artwork for promotional advertising should always be produced by a professional Graphic Designer.

    As a minimum you should adhere to the basic guidelines as described in Section 4 Printed materials. Only strong images should be used refer to the section on imagery in section 4.

    Advertising

  • 64 8Vehicle LiveryCorporate Identity Guidelines

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    Portsmouth City Council Corporate Identity Guidelines

    Vehicles are used everyday to deliver services across the city. Our vehicles provide us with an opportunity to visibly reinforce our corporate identity.

    This section provides guidance on how to apply our corporate identity to vehicles. As vehicles come in all shapes and sizes please refer livery branding queries to the Corporate Communications team for guidance.

    The logo, telephone number and the PCC website address should be positioned on the side panels of the vehicle. The size of the livery must be positioned so that its clearly visible from the roadside and must complies with the colour rules on page 11.

    The rear doors must display the PCC logo and the PCC website details.

    Livery

    Examples >

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    Portsmouth City Council Corporate Identity Guidelines

    9& Exhibition StandsCorporate Identity Guidelines

    Site Boards, Hoardings

    examples >

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    Portsmouth City Council Corporate Identity Guidelines

    Creating an immediate visual impactAny display should communicate by creating an immediate visual impact. See page 47 about using imagery. Our corporate identity should be consistently applied across all mediums.

    An example of a template is shown over the page. All materials must be created in corporate templates. Images will need to be of high resolution if they are to be used in large format. See page 47 for information on photography.

    Strong images can be used to produce attention-grabbing stands

    MerchandiseWe do not recommend or encourage production of merchandise materials without a clear justication for the expenditure. Information should be the merchandise itself, for example Z cards. Please speak with the Corporate Communication team for advice. However pens, pencils are useful. We do not recommend balloons as often they are non-biodegradable, can litter the environment and harm wildlife.

    GIS Geographical Information SystemOur mapping function is carried out by the Geographical Information System (GIS) team. The team can help you with digital and printed maps. They will ensure that copyright has not been infringed and the correct permissions are granted.

    You can view maps athttp://www.portsmouth.gov.uk/maps/6629.html

    Site boards, hoardings & exhibitions stands

    Any display should communicate by creating an immediate visual impact. See page 47 about using imagery. Our corporate identity should be consistently applied across all mediums.

    Z card

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    Portsmouth City Council Corporate Identity Guidelines

    Site boards

    John Pounds Site RedevelopmentPhase 2- development of a new Community Centre

    Start date xx/xx/xx - end date xx/xx/xxWe apologise for any disruption during this period.

    Project developed and led by Portsmouth City Council in association withPortsea Action Group 99 Ltd, John Pounds Community Trust Ltd.

    Financed by Portsmouth City Council, Single Regeneration Budget Round 5and Active England Fund.

    Phone 023 92XX XXXX for more information www.portsmouth.gov.uk

    Example of site board

    Example of standard of wording.

    Try to include: What is the project about The start and end dates An apology for any disruption A telephone number for more information The PCC website

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    Portsmouth City Council Corporate Identity Guidelines

    Exhibition stands

  • 71

    UniformsCorporate Identity Guidelines

    10

  • 72

    Portsmouth City Council Corporate Identity Guidelines

    Uniforms give staff a corporate appearance and are identiable to our customers. Uniforms will create an impression of the council, so a corporate style and consistency is very important.

    The general guidelines for uniforms are that the material should be dark/navy blue in colour and the logo must always appear on each item of clothing.

    Position and size of logoWherever possible the logo should be embroidered and must always appear on the top left-hand side. The logo should be a minimum of 40mm in width.

    ColourWhere dark blue is the corporate colour for uniforms, the white logo should be applied. (See page 10 for further information on the logo colours)

    If you wish to produce corporate uniforms outside if these guidelines please speak to Procurement or the Corporate Communications team before placing your uniform order, and they can advise you.

    Outside uniformsFor most outdoor uniforms the logo will appear centred on the back .

    Uniforms

  • 73

    Portsmouth City Council Corporate Identity Guidelines

    examples >

    Uniform examples

  • 74 11AccessibilityCorporate Identity Guidelines

  • 75

    SHADOWS

    Portsmouth City Council Corporate Identity Guidelines

    Alternative formatsBy law we must make alternative formats available upon request. People often do not realise that alternative formats are available.

    All documents produced by Portsmouth City Council must display the alternative format strapline. This can be supplied by the Corporate Communications team.

    The RNIB also offers advise relating to supplying information on tape, in Braille, as e-text, on websites and for Deaf/Blind people.Go to: www. rnib.org,uk

    Structuring information carefully and using clear and simple text will help us get the message across all potential readers.

    Equal representationIt is really important that minority groups are equally represented in all visual communications.

    Equal representation in your publication should be considered when you choose images. See page 47.

    We have produced a basic checklist to help you consider all of the elements covered in this section.

    If you are producing printed documents use the checklist to make sure you have made it as accessible as possible.

    You can download the checklist from IntraLINK, go to useful information or talk to the Corporate Communications team.

    Making information accessible to everyone

    Example of the strapline

    You can get all Portsmouth City Council information in large print, Braille, tape or translated by calling 023 92xx xxxx. For translated information, please call: the Bengali answerphone service on 023 9284 1651 the Cantonese answerphone service on 023 9284 1652

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    Portsmouth City Council Corporate Identity Guidelines

    Publication Checklist You can download the checklist from IntraLINK go to useful information or talk to the Corporate Communications team

  • 77 12

    MPs, Elected members and The Lord MayorCorporate Identity Guidelines

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    Portsmouth City Council Corporate Identity Guidelines

    The coat of arms is only ever to be used by the Lord Mayor and for civic functions and gifts.

    Under no circumstances can the arms be used for any other purpose without permission.

    How to address the Lord Mayor and Lady MayoressPortsmouth was granted letters patent in 1926, which carried with it the title of Lord Mayor for its Leading Citizen.

    The Lord Mayor

    Before Local Government re-organisation in 1974 any citizen could be Lord Mayor, although in practice it was usually a member of the Council. However, after 1974 it was a requirement that the Lord Mayor nominates his/her own Lady Mayoress/Consort. To date there have been six female Lord Mayors.

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    Portsmouth City Council Corporate Identity Guidelines

    The Lord Mayor is always referred to as The Right Worshipful the Lord Mayor of Portsmouth. There is no difference in the form of address for a Lord Mayor who is a lady.

    Beginning of a letterFormal - My Lord MayorSocial - Dear Lord Mayor

    Ending a letterFormal -Yours faithfullySocial - Yours sincerely

    EnvelopeThe right Worshipful the Lord Mayor of Portsmouth

    If desired the name, preceded by the Councillor may follow the ofce. The right Worshipful should always be placed before The Lord Mayor

    Verbal addressMy Lord Mayor, Lord Mayor

    Description in conversionThe Lord Mayor, or The Lord Mayor of Portsmouth

    How to address the Lord Mayor

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    Portsmouth City Council Corporate Identity Guidelines

    Lady MayoressBeginning of a letterFormal - My Lady MayoressSocial - Dear Lady Mayoress

    Ending a letterFormal -Yours faithfullySocial - Yours sincerely

    EnvelopeThe Lady Mayoress of Portsmouth

    Verbal addressThe Lady Mayoress of Portsmouth

    Description in conversionLady Mayoress, or The Lady Mayoress of Portsmouth

    ConsortBeginning of a letterFormal and social addressed by his name

    Ending a letterFormal -Yours faithfullySocial - Yours sincerely

    EnvelopeThe Lady Mayors Consort followed by their name

    Verbal addressBy their name

    Description in conversionThe Lord Mayors Consort or by their name

    How to address the Lady Mayoress and Consort

  • Portsmouth City Council Corporate Identity Guidelines

    81

    How to write to and communicate with Members

    When you write to a member you should address your communication to Dear Councillor XYZ. You can send all written communication to:

    Councillor XYZ, The Members Room, 3rd Floor, Civic ofces, Guildhall Square, Portsmouth, Hants

    When you speak to a member a degree of formality and the use of formal titles of councillor should be observed (at least initially) at meetings when the public or third parties are present.

    For information about members and voting go to: http://www.portsmouth.gov.uk/yourcouncil/116.html

    How to write to and communicate with MPs

    You can write to your MP at:

    (Your MPs name)The House of CommonsLondon SW1A 0AA

    Or at the local party ofce if you know the address. Go to: http://www.parliament.uk/directories/directories.cfm for more information.

    When writing to your MP, please bear the following in mind:

    You should address your MP as Dear [full name] MP

    Include your address on the letter so your MP knows that you live in his or her constituency

    Begin your letter by saying who you are and what are your concerns

    Explain why you are writing, preferably giving examples and facts

    How to address Councillors and MPs

  • Version one March 2007

    MUSICText Box

    MUSICText Box

    IntroductionOur brand identityWhy branding and reputation is so importantThe golden rules of communication How we can work with you

    The basicsThe logoHow to use the logoColourCorporate fonts

    StationeryIntroductionLetterheadsCompliment slipsBusiness cardsFax and memo templatesForms and No Carbon Required (NCR) pads

    Printed literaturePrinted itemsThe bar: what it is and how to use itThe bar: how to use itThe bar: coloursExamples of A4 publicationsExamples of A5 publicationsExamples of DL publicationsPoster, bus advert and large format examplesBus advert examplesDocument covers: selecting an imageImage examplesDo I have to use a photograph?Paper stock

    Partnership brandingPartnershipsPartnership examplesChoosing the right logoChoosing the right logoCo-branding examplesApproved accreditations

    Electronic communicationWebsitesEmailsPowerPoint

    AdvertisingAdvertising

    Vehicle liveryLivery

    Site boards, hoardings and exhibition standsSite boards, hoardings and exhibition standsSite boardsExamples of exhibition stands

    UniformsUniformsExamples of uniforms

    AccessibilityMaking information accessible to everyonePublication checklist

    MPs, elected members and The Lord MayorHow to address councillors and MPs The Lord MayorHow to address the Lord MayorHow to address the Lady Mayoress and Consort

    PCCguidelineslores.pdfPCC GuidelinesContentsSection1 - IntroductionSection2 - The BasicsSection3 - StationerySection4 - Printed LiteratureSection5 - Partnership BrandingSection6 - Electronic CommunicationSection7 - AdvertisingSection8 - Vehicle LiverySection9 - Site Boards, Hoardings & Exhibition StandsSection10 - UniformsSection11 - AccessibilitySection12 - Elected members and The Lord Mayor