THIS IS CAVAN! IDENTITY GUIDELINES

IDENTITY GUIDELINES

UPDATED: 10/10/2012

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THIS IS CAVAN! IDENTITY GUIDELINES: CONTENTS

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03IntroductionA little bit about these guidelines and what they hope to achieve.

04Our LogoAll there is to know about:

¬ Our Logo ¬ Clear space and size ¬ URL clear space & size ¬ Co-Branding

09Usage Don’tsGuides on how not to treat the logo.

10Our Colour PaletteAll the colours used in the Cavan identity and their values for print and screen.

11TypographyAn introduction to our Typeface and some rules on how to set it.

15Supporting graphicsA look at our step and repeat graphic.

13QuotesA guide to how we use and set our quotes.

16Icon SetThe 10 Icons that represent what Cavan has to offer.

17Usage examplesVarious examples of the identity in action.

THIS IS CAVAN! IDENTITY GUIDELINES: INTRODUCTION

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The central idea is simple, accessible and true - Cavan always surprises!

SURPRISING INSPIRATIONAL GENEROUS INCLUSIVE FUN

People also recognise Cavan by the distinctive ‘look’ of our brand identity design ‘This is Cavan’ - the unique combination of name and logotype and type style, the icons and our unmistakable color palette. Used together, these elements form the simplest, most powerful image of our county.

Our Brand Identity guidelines are the most powerful tool we have for presenting our many voices and assets consistently and cohesively as a destination.

Keeping our brand intact is the responsibility of everyone involved in any way with promoting County Cavan whether it is for tourism or enterprise. Our Brand identity system (guidelines) include standards that everyone is required to follow.

People recognise that County Cavan is unique, but it isn’t just its lakes, drumlins, festivals and a range of attractions and services, it is also a unique idea about what makes Cavan special…

THIS IS CAVAN! IDENTITY GUIDELINES: INTRODUCTION

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Access CavanCavan strives to be accessible for all, please refer to the National Disability Authority guidelines before publishing communications.

For further information: info@accesscavan.ieTel: 049 437 8392

TrademarkThe name and logotype ‘This is Cavan’ is a trademark. It identifies Cavan and distinguishes it from other destinations. All rights reserved, This is Cavan and the Icon Set; (Music, Food, Heritage, Health & Wellness, Golf, Walking, Equestrian, Arts & Culture, Business & Enterprise and Fishing) are a registered trademark and may only be used by registered users.

The artworks will be supplied following registration. To register and request artwork, please state your name, organisation and usage purpose.

For further information:Cavan Tourist Information Office Johnston Central Library, Farnham Street Cavan, Ireland

fun@thisiscavan.ieTel: +353 49 437 8543Tel: +353 49 437 8519thisiscavan.ie

THIS IS CAVAN! IDENTITY GUIDELINES: LOGO

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Our logo is a very valuable asset. It represents the energy, creativity and confidence of Cavan.

This logo is to be used for all printed collateral including all printed publications, advertising, billboards, posters, flyers, product packaging and merchandise etc.

Only the official supplied Cavan logo artwork should be used. The logo should never be altered or re-created.

Please register before using the logotype at: fun@thisiscavan.ie

Logo Green Logo Reverse

Minimum ClearanceThe Cavan identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo.

The area is defined by using one third of the logo edge height which is referred to as x. A margin of clear space equivalent to x is drawn around the logo to create the invisible boundary.

This clearance demonstrates a minimum and should be increased wherever possible.

Minimum SizeThere are no predetermined sizes for the Cavan logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.

There is no preset maximum size but the logo should never be used smaller than 15mm wide in print or 30px wide for screen or digital.

THIS IS CAVAN! IDENTITY GUIDELINES: CLEAR SPACE & SIZE

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15mm

30px

X

X

Minimum Clearance Minimum Size

THIS IS CAVAN! IDENTITY GUIDELINES: URL LOCK UP

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When the URL is needed in conjunction with the logo a pre-set version is available and like the primary logo it is also avilable in reverse.

The url aligns right with the logo

Clearance space follows the guides for the primary logo but please note the change in minimum sizes.

Only the official supplied Cavan logo artwork should be used. The logo should never be altered or re-created.

Please register before using the logotype at: fun@thisiscavan.ie

20mm

80PX

X

X

X

Minimum Clearance Minimum Size

When co-branding or when the Cavan logo has to appear with a partners logo these measurements should be applied.

Equal Partner The relationship between logos is defined by using one third of the logo edge height which is referred to as x. A margin of clear space equivalent to 3x is drawn between the logos.

This space demonstrates a minimum and can be increased appropriately.

Partner logos should never exceed the width of the Cavan logo. The partner logo should never be visually more prominent/dominant than the Cavan logo.

Scale and proportion should be determined by the available space, aesthetics, function and visibility.

EndorsementWhen our logo is used as an endorsement is should appear with the url no smaller than 20mm (minimum size) and ranged bottom right with the documents margins.

THIS IS CAVAN! IDENTITY GUIDELINES: CO-BRANDING

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Equal Partner Endorsment

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When using the Cavan logo the following rules should be adhered to at all times.

Only the official supplied Cavan logo artwork should be used. The logo should never be altered or re-created.

The logotype should never be manipulated, stretched, distorted or cropped.

Don’t fill the logo with anything other than a solid colour from our palette or white.

The relationship between the blocks should never be changed. (This excludes quote lock up pgs. 13-14)

The logo should never be have drop shadows or other graphic effects added.

The green logo should never be placed on a colour, only the reversed logo can be placed on a background colour from our palette.

The logo should never be outlined or stroked.

Do not place the logotype or headlines and text against an image which reduces ledgibity.

Our logo should never be rotated.

THIS IS CAVAN! IDENTITY GUIDELINES: USAGE DON’TS

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Distorted

Logo Fill

Altered

Visual Effects

Colour

Stroke

Imagery

Rotation

The Cavan colour palette is bright and vibrant and is made up of 18 colours plus white. These colours can be produced as Pantone and CMYK for print and RGB for screen.The colour palette is used in a variety of combinations and applications - see samples later in this document.

Primary GreenOur core brand colour is green, Pantone 361. It should be the dominant colour used when designing all print materials. CMYK and PMS colors are provided to allow for exact matching.

ConsistencyPrinting types (offset, digital, desktop, etc.) as well as computer monitors may adjust the final colour output. Therefore, consistent use and careful matching are essential in establishing and maintaining a unified image. Various media such as print, electronic, display/signage, merchandise, etc. may require adjustments to achieve the appearance of the Primary Green.

THIS IS CAVAN! IDENTITY GUIDELINES: COLOUR PALETTE

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PMS 361

CMYK 70/0/10/0

RGB 30/181/58

PMS 248

CMYK 40/100/0/0

RGB 163/5/127

PMS 489

CMYK 0/20/15/0

RGB 242/209/191

PMS 2623

CMYK 60/100/0/32

RGB 91/2/94

PMS 331

CMYK 25/0/16/0

RGB 186/234/214

PMS 320

CMYK 10/0/31/7

RGB 0/158/160

PMS 109

CMYK 0/10/100/0

RGB 249/214/22

PMS 1787

CMYK 0/80/60/0

RGB 244/63/79

PMS 389

CMYK 25/0/85/0

RGB 206/224/7

PMS 3005

CMYK 100/35/0/5

RGB 0/132/201

PMS 2985

CMYK 60/0/7/0

RGB 81/191/226

PMS 404

CMYK 0/10/25/60

RGB 130/117/102

PMS Warm Gray 2

CMYK 0/5/5/10

RGB 221/209/193

PMS 356

CMYK 95/0/100/30

RGB 0/122/61

PMS Rhodamine Red

CMYK 5/90/0/0

RGB 237/0/145

PMS 172

CMYK 0/68/88/0

RGB 247/73/2

PMS 287

CMYK 10/70/0/12

RGB 0 /56/147

PMS 1235

CMYK 0/29/91/0

RGB 252/181/20

Cavan’s typeface is Geogrotesque. It’s semi modular with a subtle rounded finish. Although the type family has a geometric or ‘technological’ construction, the rounded finish provides a warmness, making the typeface nice and friendly. It’s many weights and styles can be used easily to create clear typographic treatments.

The type family consists of 14 styles, 7 weights (Thin, UltraLight, Light, Regular, Medium, SemiBold and Bold) plus italics and it’s available in Open Type format.

THIS IS CAVAN! IDENTITY GUIDELINES: TYPOGRAPHY

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%&

Geogrotesque Typeface

Typographic design should be applied using the following guides:

Weight & StyleCavan communications use all styles and weights to create clear typographic treatments.

Body copy should always be set in light or regular and in sentence case.

Headlines can be set in any weight but never in italic. URL’s are always set in italic.

ManipulationManipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadow must never be used.

SpacingType should be set at 100% word spacing and 0% letter spacing. In some circumstances it may be necessary to adjust the spacing between individual characters manually. The larger Geogrotesque gets, the more tightly it needs to be kerned.

SizingThe smallest size permitted is 4 point. This should only be for certain print uses such as credits. There is no upper size limit.

AlignmentCopy should be generally ranged left. In some instances it can be justified.

LeadingLeading should always be set to +18% of the point size. So leading on 10pt type would be 11.8pt. Above 36pt leading can be adjusted manually. The ascenders and descenders in the typeface should never touch.

ColourType can be set in any colour from the Cavan colour palette.

THIS IS CAVAN! IDENTITY GUIDELINES: TYPOGRAPHY

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THIS IS CAVAN! IDENTITY GUIDELINES: QUOTES

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Cavan’s identity uses quotes to bring an original voice to the brand. The logo ‘opens’ to become a housing device for the quote. Quotes should never be boring, make sure they sound like something an actual human would say. Humour is good too.

THIS IS CAVAN! IDENTITY GUIDELINES: QUOTES

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Normal Relationship Single Word Relationship

Quote typography

Weight & styleQuotes are always set in Grotesque Bold. They are always uppercase. In most cases if the sentence breaks to two or more lines, the last line should be the longest, this allows for better logo positioning. For readability, quotes should contain no more than 10 words and/or be greater than three 2 lines long.

SpacingType should be set at 100% word spacing and 0% letter spacing. In some circumstances it may be necessary to adjust the spacing between individual characters manually. The larger Geogrotesque gets, the more tightly it needs to be kerned.

SizingThe smallest size permitted is 18 point. This ensures the logo is never too small.

AlignmentCopy should be ranged left.

LeadingLeading should always be set to -15% of the point size. So leading on 18pt type would be 15.3pt.

Quote & Logo Relationship

SizeThe size of the logo is defined by the caps height of the quote which is referred to as x. x is equal to the left or right edge of the respective logo block. When a single word is the quote, x can be equal to the height of the logo block.

SpacingThe vertical distance between logo and quote is equal to the leading which is referred to as Y.

AlignmentThe upper block of the logo aligns left with the first letter of the quote and the lower block aligns right with the last letter of the quote. Note that logo blocks do not align to quote marks.

ColourThe logo and copy can be set in any of the Cavan colour palette. The logo and the quote should always be set in different colours. When placed on an image the quote should always be white and the logo should be an appropriate colour from the palette.

THIS IS CAVAN! IDENTITY GUIDELINES: SUPPORTING GRAPHICS

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The Cavan identity uses a step and repeat pattern. It’s made up of different size and colour logos. This should be used as a graphic where a pattern would be appropriate. Cropping and sizing should be dertermined by available space, function and visibility (See examples, pgs. 17-20).

Only the official supplied step and repeat artwork should be used. The graphic should never be altered or re-created.

Step & Repeat Graphic

THIS IS CAVAN! IDENTITY GUIDELINES: ICONS

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The Cavan identity has 10 icon lock ups. These icons represent Cavan’s offerings and activities and should only be used in conjunction with those offerings.

Only the official supplied Cavan icon artwork should be used. The icons should only be used in these set colours and never be altered or re-created.

TrademarkThe name and logotype ‘This is Cavan’ is a trademark. It identifies Cavan and distinguishes it from other destinations. All rights reserved, This is Cavan and the Icon Set; (Music, Food, Heritage, Health & Wellness, Golf, Walking, Equestrian, Arts & Culture, Business & Enterprise and Fishing) are a registered trademark and may only be used by registered users.

The artworks will be supplied following registration. To register and request artwork, please state your name, organisation and usage purpose. Contact: fun@thisiscavan.ie

Cavan Tourist Information Office Johnston Central Library, Farnham Street, Cavan, Ireland

t: +353 49 437 8543 t: +353 49 437 8519 e: fun@thisiscavan.ie

www.thisiscavan.ie

Business & Enterprise Fishing

Music Food Heritage Health & Wellness

Golf Walking Equestrian Arts & Culture

THIS IS CAVAN! IDENTITY GUIDELINES: USAGE EXAMPLES

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The Cavan communications should utilise all elements of the identity where appropriate. Here are a few examples of how it can be used. Always aim to create dynamic and interesting communications. Don’t shy away from colour and remember to use a good amount of white space. Be bold!

Official merchandiseNo promotional merchandise should be created without registration as a brand user.

Stationery Pencils

THIS IS CAVAN! IDENTITY GUIDELINES: USAGE EXAMPLES

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Brochures

THIS IS CAVAN! IDENTITY GUIDELINES: USAGE EXAMPLES

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Badges Displays

Gifts

Official merchandiseNo promotional merchandise should be created without registration as a brand user.

THIS IS CAVAN! IDENTITY GUIDELINES: USAGE EXAMPLES

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Totes T-Shirts

Official merchandiseNo promotional merchandise should be created without registration as a brand user.

THIS IS CAVAN! IDENTITY GUIDELINES

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TrademarkAll rights reserved, This is Cavan and the Icon Set; (Music, Food, Heritage, Health & Wellness, Golf, Walking, Equestrian, Arts & Culture, Business & Enterprise and Fishing) are a registered trademark and may only be used by registered users.

The artworks will be supplied following registration. To register and request artwork, please state your name, organisation and usage purpose. Contact: fun@thisiscavan.ie

Cavan Tourist Information Office Johnston Central Library, Farnham Street Cavan, Ireland

t: +353 49 437 8543 t: +353 49 437 8519 e: fun@thisiscavan.ie

www.thisiscavan.ie

MINIMUM CLEARANCEThe Cavan logo and URL should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the logo.

The area is defined by using one third of the logo edge height which is referred to as x. A margin of clear space equivalent to x is drawn around the logo to create the invisible boundary of the area of isolation.

This area of separation is a minimum and should be increased wherever possible.

MINIMUM SIZEThere are no predetermined sizes for the Cavan logo. Scale and proportion should be determined by the available space, aesthetics, function and visibility.

There is no preset maximum size but the logo should never be used smaller than 20mm wide in print or 80px wide for screen or digital. Note the change in minimum size when the logo is locked up with the URL.

THIS IS CAVAN! IDENTITY GUIDELINES: URL CLEAR SPACE & SIZE

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20mm

80PX

X

X

X

MINIMUM CLEARANCE MINIMUM SIZE