your charity for scotland’s environment brandbook · 2018-07-13 · brandbook minimum size for...

Your charity for Scotland’s environment

Brandbook

www.keepscotlandbeautiful.org 2

Keep Scotland Beautiful

Contents

About us 3

5Areas we work in

6Master logo

6Strapline

11Our family

13Typography

14Colour palette

15Typography colour

16Imagery

17Branding examples

18Back page

19Charity information

19Printing process

21Climate Challenge Fund (CCF) guidelines

4Vision, mission statement and brand values

20Trademark

3 www.keepscotlandbeautiful.org

Brandbook

About us Keep Scotland Beautiful is the charity that campaigns, acts and educates on a range of local, national and global environmental issues to change behaviour and improve the quality of people’s lives and the places they care for. We are committed to making Scotland clean, green and more sustainable.

This is our key message - it’s a simple statement that helps guide everything we do, including how we look and how we talk to the wider world.

Our brand identity is one of our most important assets. By defining our brand style through our Brandbook we send a very strong message to our stakeholders. It also supports our theme messages which are:

Local Environmental Quality:

Keep Scotland Beautiful is the charity that provides advice and support to help create and maintain cleaner, safer and healthier local environments where people and communities can thrive. It’s part of our work to make Scotland clean, green and sustainable.

Sustainable Development Education:

Keep Scotland Beautiful is the charity that provides education initiatives for children, young people and educators which focus on environmental issues to improve understanding and encourage positive action. It’s part of our work to make Scotland clean, green and sustainable.

Sustainability and Climate Change:

Keep Scotland Beautiful is the charity that works with organisations and communities to help people to reduce carbon emissions, improve local areas and adapt to the impacts of climate change. It’s part of our work to make Scotland clean, green and sustainable.

Environmental Services:

Keep Scotland Beautiful is the charity that provides bespoke environmental services such as audits, surveys and training to help businesses, public bodies and community groups to meet their environmental commitments and responsibilities. It’s part of our work to make Scotland clean, green and sustainable.



Our brand values

Our mission statementKeep Scotland Beautiful is the charity that campaigns, educate and acts on a range of local, national and global sustainability issues. We work collaboratively to achieve positive change; improving people’s quality of live and environment.

Our visionA clean, green, sustainable Scotland where people are engaged positively and empowered to take action on local, national and global sustainability issues in order to achieve positive change in behaviour and improve quality of life.

Socially conscious

Influential

Responsible

Environmentally conscious


Brandbook

Areas we work in Our work falls into four main themes:

Sustainable Development Education

Sustainability and Climate Change

Local Environmental Quality

Environmental Services

Eco-Schools Scotland Young Reporters Scotland Food and the Environment

Climate Challenge Fund

Clean Up Scotland Beach Awards

It’s Your Neighbourhood Beautiful Scotland

Green Flag Award Community Projects

Local Environmental Quality Network National Award for Environmental Excellence®

Carbon Management Training

Corporate Social Responsibility Community Benefits - Procurement Reform Act Environmental Auditing Assessments



Master logo

The Keep Scotland Beautiful logo is used across all internal and external communication including signage, printed materials, press advertising, event materials and online.

The logo has been designed for simplicity and to stand out. It is made up of two components: the glowing saltire and the Keep Scotland Beautiful typeface. The size and relationship of these components is fixed and must not be altered.

The glowing saltire represents the optimism and ambition Keep Scotland Beautiful embodies toward a clean, green and sustainable Scotland. The four colours represent the main themes within which our charity operates. Yellow for Sustainable Development Education, purple for Local Environmental Quality, green for Sustainability and Climate Change and blue for Environmental Services.

You must not attempt to recreate the logo - the master logo must be used in all cases.

Exclusion zoneTo ensure that our logo has the maximum impact, there is an exclusion zone around the logo which must be used and no other element must enter this space. The exclusion zone is based on the height of the ‘K’.


Brandbook

Minimum sizeFor printed materials and digital documents, please ensure the logo is not smaller than 50mm wide and that the exclusion zone is clear. Where this is not possible, for instance, on a lanyard, sticky note or pen, please contact the marketing team at Keep Scotland Beautiful for advice.

For web use, please ensure the logo is not smaller than 140px wide and that adequate space is left around the logo.

50mm for print use140px for digital use

Preferred position on the pageThe logo should be placed top left of all documents

In some circumstances the logo can be placed in other positions. This will be reviewed on a case by case basis.

The strapline

Where appropriate, the Keep Scotland Beautiful strapline can be used.

It should normally be used most appropriately on Company wide literature, and not in day to day formats like email signatures.

It is only appropriate for use with the master logo and should not be used in combination with any other logo.

It should always be used using Gotham Medium font. Absolute minimum size for the strapline on printed materials is 12pt.

It should always appear in the same blue as the Keep Scotland Beautiful lettering of the master logo, except when printing in black or white - when it should be 100% black.

Your charity for Scotland’s environment



Master logo - how not to use it

X

X

X X

XX

X

X

Charity


Brandbook

Master logo recommended sizes and margins

A5 Logo Width: 50mm Margins: 10mm







Master logo and third party logos When Keep Scotland Beautiful is the lead partner, the logo must be applied in the top left hand corner and the partner logos applied on the bottom right or the back of the document. If there are simply too many logos to be pictured, names of partner organisations can be listed on the back of the document or inside the front cover.

Where Keep Scotland Beautiful is a sub-partner, the look and feel of literature will depend on the lead partner’s corporate guidelines.

Where all partners are equal, a compromise will need to be agreed between the various identities. Generally all partner logos should be the same size to avoid one dominating another and displayed in alphabetical order.


Brandbook

Keep Scotland Beautiful is the parent brand to a family of activities. Each one has its own logo. These logos should never be altered.

With the exception of the the Climate Challenge Fund (CCF), these logos are used on the back page of printed materials / pdf documents, with the Keep Scotland Beautiful master logo used on the front page. CCF materials are all branded with their specific logo on the front page of all printed materials and the main Keep Scotland Beautiful logo is not used.

Our family

CHARITY

CHARITY

CHARITY

CHARITY

CHARITY

CHARITY



Exclusion zoneAs with the main Keep Scotland Beautiful logo, the family logos all have an exclusion zone around them. This is based on the height of the saltire.

Minimum sizeThe family logos all have a minimum size – 50mm wide on printed materials and pdfs, and 140px wide for web use.

Our family

50mm for print use140px for digital use


Brandbook

Typography The brand related fonts are shown here. Gotham is the primary font to be used within promotional communications / materials (e.g. reports, publications) for headings sub headings and our key messages. The main typeface for the body text is Arial. This applies to all printed and digital material.

Keep typography simple. Do not overcrowd layouts and do not use too many type sizes. Use weight to draw emphasis instead.

Arial should be used for:

Body text in print and web use

Gotham should be used for:

Headings Sub headings Key messages on back of documents Quotes Testimonials

Gotham:

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Arial:

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Care should always be taken when choosing type sizes for a particular task — try to use as few sizes as possible. By limiting the number of sizes, more cohesive layouts can be achieved.



Primary palette The Keep Scotland Beautiful colour palette is bright, positive and vibrant. Informed use of white space is also very important - by using it well we become more considered, uncluttered and engaging.

Pantone: 285

CMYK: 80% 40% 0% 0%

RGB: 36 132 198

Pantone: 258

CMYK:50% 80% 0% 0%

RGB:143 83 161

Pantone: 354

CMYK:80% 0% 90% 0%

RGB:0 178 89

Pantone: 122

CMYK:0% 20% 90% 0%

RGB:255 203 5

Pantone: 7540 CMYK: 0% 0% 0% 70%

RGB: 109 110 113

Secondary paletteAs well as the solid colours available, tints have been specified as a secondary palette.

For example, these can be used to create coloured backgrounds and where a lighter approach is desired.


Brandbook

Keep Scotland Beautiful Keep Scotland Beautiful Keep Scotland Beautiful

Typography - colourFor standard body text on white in all printed materials and online, please use the Keep Scotland Beautiful grey from the primary colour palette. You can use the other colours from the palette for highlighting text within the body of a document.

For headings and sub headings, if using colour text on white background, please use either our blue, purple or green from our primary palette.

If the title is on a block coloured background please use white text. In the case of our yellow background, please use grey. As a general rule please do not use the Keep Scotland Beautiful yellow from the palette for text on printed materials on a white background. There may be exceptions to this and they will be reviewed on a case by case basis.







Positive Natural Real people Real situations Community groups Action

Clear focus Bright Full colour Vivid Messages Branding

ImageryUse simple, engaging, high quality, full colour imagery. A wide range of imagery is available to express the variety of activities found across the charity.

Imagery - do not Do not crop out the main focus of the image. Do not use low resolution images less than

300dpi for print materials. Do not use dull images without a clear subject.

Do not use rounded corners. Do not use images that do not reflect our values and policies.


Brandbook

Branding examples

Scotland Lights Up Malawi

Phase One Project Report

June 2016

T: 01786 471333 E: [email protected]

Twitter @CCFScot Facebook.com/ClimateChallengeFund

Keep Scotland Beautiful is a registered Scottish charity. Number SC030332.Copyright © Keep Scotland Beautiful 2017. All rights reserved

www.keepscotlandbeautiful.org/ccf

Capacity Building Programme

Climate Challenge Fund

Free training, resources and networking opportunities to help build the capacity of your community-led organisation to

take action on climate change.

A fresh look at Learning for Sustainability in the

contexts of school grounds and buildings

Professional LearningProgramme

Leading for Sustainability

co2

Carbon ManagementManage your organisation’s carbon footprint

Design a One Planet Picnic Pocket Garden

Competition winneris awarded to

Anna Ritchie School

Congratulations

Keep Scotland Beautiful is a registered Scottish charity. Number SC030332. © Copyright Keep Scotland Beautiful 2016. All rights reserved.

Derek A. Robertson, Chief Executive, Keep Scotland Beautiful

www.keepscotlandbeautiful.org

Beautiful Scotland

Guidance for Judges

2017



Back pageThe back cover of any printed material should have the following information as shown on the example below. Relevant key message and themed colour strip, relevant logo, telephone number, email address, social media channels, website URL and charity number information. It is possible to reverse the copy out of white if it is appropriate to the design.


facebook.com/KSBScotland @KSBScotland

Keep Scotland Beautiful is a registered Scottish charity. Number SC030332. Copyright © Keep Scotland Beautiful 2018. All rights reserved.


Keep Scotland Beautiful is the charity that campaigns, acts and educates on a range of local, national and global environmental issues to change behaviour and improve the quality of people’s lives and the places they care for. We are committed to making Scotland clean, green and more sustainable.

ISO 14001:2015 Certification No.208826

8289


Brandbook

For all our external printing requirements, we have a preferred ISO 14001 accredited, carbon neutral printers. Please speak to the marketing team for their contact details if required. In most cases, we print on uncoated, 100% recycled stock and we state this on the back cover of the document, alongside the charity information. We also use the FSC recycled paper logo on the back cover, which includes a reference number which is unique to our preferred printers.

Printing process

On all printed materials, we must include the following text and the Keep Scotland Beautiful charity number:

Keep Scotland Beautiful is a registered Scottish charity. Number SC030332.© Copyright Keep Scotland Beautiful 2015. All rights reserved.

It must appear no smaller than 7pt and must be in the Arial font. It must appear centre aligned at the bottom of the document and not in close proximity or associated with any information other than the Company number when required.If the printed material has more than 1 side, the information must be placed on the back page/cover.

On the Keep Scotland Beautiful website the charity number and copyright statement must appear in the footer section no smaller than 12px and in the Arial font.

Charity information



Registered Trademark guidanceThe words National Award for Environmental Excellence® are a registered trademark of Keep Scotland Beautiful. This means that whenever and wherever we use these words we must also include the ® at the end of Excellence. This applies to all documents, whether internal or external and all mediums, including printed materials and online. For example:

Emails Tender documents Contracts Reports Plaques Certificates Flags Website Facebook Twitter Press releases Letters

The ® only appears when using the wording in the correct order: National Award for Environmental Excellence®. It is not to be used when using a shortened version of the name, for example ‘the award’, ‘the national award’ or ‘environmental excellence’.

When using the wording and the registered symbol ®, we also need to include

“National Award for Environmental Excellence is a registered trademark of Keep Scotland Beautiful.”

somewhere in the document. The best position for this is generally at the end of the document or on the back page (positioned with the copyright and charity information). Please speak to the marketing team for advice on positioning.


Brandbook

Climate Challenge Fund (CCF) branding

All CCF projects must include the correct CCF branding, which includes the CCF logo, the Greener Scotland logo, and in some instances the ERDF funding logos.

We offer support and guidance to help CCF projects meet the appropriate branding and promotional requirements and have produced summary guides and downloadable logos, templates and press releases.

The guidance you need to follow and resources you need to use depend on if you are solely a CCF Grant Recipient or a CCF Grant Recipient that is also in receipt of ERDF funding.

Please visit www.keepscotlandbeautiful.org/ccf and select the appropriate set of guides and resources depending on funding. If you are in any doubt about which set of guides to use please contact your Development Officer.

http://www.keepscotlandbeautiful.org/ccf

Keep Scotland Beautiful is the charity that campaigns, acts and educates on a range of local, national and global environmental issues to change behaviour and improve the quality of people’s lives and the places they care for. We are committed to making Scotland clean, green and sustainable.


facebook.com/KSBScotland @KSBScotland


“National Award for Environmental Excellence” is a registered trademark of Keep Scotland Beautiful. Keep Scotland Beautiful is a registered Scottish charity. Number SC030332. Copyright © Keep Scotland Beautiful 2018. All rights reserved.

ISO 14001:2015 Certification No.208826

8289

We support the Sustainable Development Goals.

your charity for scotland’s environment brandbook · 2018-07-13 · brandbook minimum size for...

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