SYHA

1

Hostelling ScotlandBrand Guidelines

2

Introduction

SYHA Hostelling Scotland communicates with many different individuals and organisations on a daily basis. We talk to customers who want to stay in our hostels, attract new members to our association and promote our organisation within the business community. In this context, our brand communications are instrumental in creating a positive impression and ensuring that our audience has a true understanding of the ‘hostelling experience’.

In Spring 2012, we undertook a review of our branding, marketing and corporate communications and introduced some changes to reflect developments within SYHA Hostelling Scotland and across our market.

These are introduced and explained in this short document that has been produced for our employees and their graphic design consultants. Our new Brand Guidelines will help us to produce collateral that is engaging, compelling and inspirational, and send out the right messages to our two key audience groups – our customers and corporate bodies.

3

Corporate Communications

13 Introduction

14 Basic Elements

15 Flexible Approach

16 Brand Examples

Public FacingCommunications

20 Introduction

21 Basic Elements

22 Flexible Approach

23 Brand Examples

The Fundamentals4 - 12

Available Templates27

Further Information28

4

The IdentityExclusion zone / Minimum reproduction size

our IdEntItySince the origins of the organisation in 1931 the red triangle has been synonymous with SYHA Hostelling Scotland and to this day it remains a key component of our visual identity. The distinctive symbol, coupled with our brand name Hostelling Scotland, is immediately recognisable and should be reproduced consistently at all times as shown above.

ExclusIon zonEFor our identity to work successfully, it needs ‘room to breathe’. The height of the ‘Y’ within the logo’s symbol element denoted here by ‘X’, highlights the identity’s exclusion zone. This ensures our identity is not competing against other graphic elements and has sufficient clear space to make its mark.

mInImum rEproductIon sIzEIt is important that our logo remains clear and legible at all times. It should never be reproduced smaller than 10mm. See example opposite.

X

Minimum size:10mm

5

The IdentityPosition

The logo should be positioned at the top left corner of our corporate and public facing communications. This is the preferred placement as it allows our print collateral to be identified when it is displayed in dispensers. However, it is recognised that in certain circumstances it may be necessary to place the logo in an alternative position, for example when it is featured in a campaign advertisement or where space is limited. An alternative logo placement would require the approval of SYHA Hostelling Scotland Marketing Manager.

Title to go hereSupporting text to go here

6

The IdentityIncorrect usage

1. Never reproduce the logo in another colour.2. Do not stretch or distort the logo in any way.3. Do not change the logo font.4. Always ensure a good contrast between the identity and its background.5. The logo should always remain horizontal.6. The logo should always remain as a single unit.

1. 2. 3.

4. 5. 6.

The logo must not be altered, distorted or reproduced incorrectly. The examples below illustrate incorrect usage and should be avoided.

7

Typography

GothAmThe Gotham font family has been selected as the primary typeface. It is a modern sans-serif font and is available in a range of different weights and styles. Importantly, Gotham is supported on Apple Macintosh and PC-based systems, and is perfectly suited for both corporate and consumer-facing communications.

When setting body copy, please use Gotham Book, 9pt minimum. Gotham Light and Bold are also recommended and it is at the discretion of the designer to select the most appropriate fonts for headings, sub-heads and pull-out quotes. If Gotham is unavailable, please use Arial. See page 8.

p 22 FrEElyThe selection of P 22 Freely as our secondary typeface has a specific role in our visual identity and its use should be limited to our ‘sign-off’ line (usually positioned on the back-cover of print collateral) and the headline font for campaign promotions and advertising.

Examples of print communications featured in these Guidelines provide direction and guidance on typography usage in SYHA Hostelling Scotland communications.

Gotham BookABcdEFGhIjklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()

P 22 FreelyabcdeFghijklmnoPqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*( )

Typography tip: The appearance of Gotham can be greatly enhanced by reducing the kerning slightly.

8

TypographyDigital and on-line applications

It is recommended that Arial be used for all digital and web applications. Three fonts – light, regular and bold - have been chosen to offer designers sufficient flexibility when addressing issues of emphasis and impact.

Arial LightAbcdefghijkLmnopqrstuvwXyzabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()

Arial regularAbcdefghijkLmnopqrstuvwXyzabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*())

Arial BoldABcdefghijklmnopqrstuvwxyzabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()

9

Colour PalettesCorporate and Public Facing

PMS 279

C 80M 40Y 0K 0

R 0G 125B 197

HTML007dc5

PMS 2577

C 44M 66Y 0K 0

R 151G 108B 174

HTML976cae

PMS 021

C 0M 71Y 100K 0

R 255G 88B 0

HTMLFF5800

PMS 2945

C 100M 52Y 2K 15

R 0G 84B 159

HTML00549F

PMS 130

C 0M 35Y 100K 0

R 240G 171B 0

HTMLF0AB00

PMS 484

C 8M 94Y 99K 34

R 152G 50B 34

HTML98322

PMS 5753

C 42M 16Y 80K 62

R 91G 99B 52

HTML5B6334

PMS 370

C 66M 1Y 100K 25

R 91G 143B 34

HTML5B8F22

PMS 375

C 48M 0Y 94K 0

R 146G 212B 0

HTML92D400

PMS 405

C 26M 31Y 35K 74

R 95G 87B 79

HTML5F574F

PMS 7505

C 17M 44Y 59K 51

R 131G 99B 68

HTML836344

PMS 465

C 9M 29Y 66K 26

R 179G 153B 93

HTMLB3995D

PMS 485

C 0M 100Y 100K 0

R 237G 28B 36

HTMLed1c24

In the same way that the triangle symbol is a consistent feature of our visual identity over the years, the colour red is equally important. As well as featuring prominently in our logo, the colour is an important component in the design of our corporate collateral, helping to distinguish it from consumer-facing material.

The palette devised for our public facing communications takes its inspiration from the natural environment of Scotland. Our country’s fauna and flora are evident in a palette featuring a combination of earthy and muted shades to blasts of bright, fresh colours designed to inject the feel-good factor. While it is recognised that colour choice is ultimately determined by image selection, designers are asked to adopt the principles of the colour palette and use the colour range shown on this page whenever possible.

10

ColourAdjusting the opacity

The opacity of solid colours can be reduced to complement the design of our marketing collateral. While 100% colour reproduction is perfectly suited for headline or title panels, a more subtle effect may be desirable when incorporating the panel on a full-colour image as shown in the example below. It is important to maintain sufficient contrast between colour and text to ensure the copy can be read clearly.

Colour used at 100%

Colour used at 80% opacity

Colour used at 40% opacity

11

PhotographyThe Hostelling Experience

Photography tip: Always check image quality, use hi-res files (jpeg or tiff formats) and ensure print resolution is 300 dpi (minimum).

The hostelling experience is not just about the accommodation. It is much more about what hostelling offers the individual – the experience. The fact that hostelling can open doors to so much can be communicated through the imagery featured in our collateral. In this context, the style of photography plays a huge part in selling the benefits of SYHA Hostelling Scotland membership and capturing the true ‘hostelling experience’. Our photography should be natural and welcoming, spontaneous and genuine. The examples featured on this page are indicative of the style of photography preferred.

SYHA Hostelling Scotland has an image library so do check with the Marketing Team if photography is required for a specific project. Alternatively, it is recognised that there will be occasions when image library material may need to be sourced. Care should be taken to check image ownership and copyright, and to negotiate reproduction terms prior to usage.

12

PhotographyLocation

The fact that membership of SYHA Hostelling Scotland opens doors to our beautiful country can be reinforced by the inclusion of evocative location photography in our communications. The availability of good quality, affordable accommodation in some of Scotland’s most remote outposts enables individuals, who might otherwise not have the opportunity to do so, to experience, enjoy and appreciate our natural habitat. Similarly, because our hostels can now be found in the heart of our major cities this can be emphasised through image selection as the examples on this page illustrate.

13

CorporateCommunications

An important element of the Branding Review was the requirement to differentiate our corporate and public facing communications to a greater degree. The following section provides guidance on how SYHA Hostelling Scotland corporate communications should be designed. As noted on page 9, Colour Palettes, the colour red has been used throughout the organisation’s history and to reinforce this association our corporate collateral is now identifiable by the incorporation of a red panel. This is explained on the following pages.

14

CorporateCommunicationsBasic Elements

The front covers of our corporate communications are identifiable through the combination of three core elements:

• The SYHA Hostelling Scotland logo• Red colour panel• Strong, evocative single image

1. 2. 3.

1. White-out version of the identity2. Box using the SYHA red (see page 9)3. Appropriate photograhy4. Complete communication

Title to go here

www.hostellingscotland.com

4.

There are a couple of points of detail to note. A full-bleed image treatment is preferred for our corporate collateral to convey authority and purpose, and reflect document and audience type. Those with a keen eye will have spotted the subtle ‘cut edge’ to the bottom right corner of the panel – a design detail to mirror the Association logo.

15

CorporateCommunicationsFlexible Approach

While the colour panel is a key component of our corporate communication, its position on the front cover is not set in stone. Depending on image selection, the panel can (and should) be placed at different positions on the cover as shown in the examples below.

The logo should always remain at the top left hand corner of our communications

!

It should also be noted that the red panel can be removed and the document title positioned directly onto the image. This route should be approached only where there is sufficient contrast to ensure the document title remains legible against the image ! .

16

CorporateBrand ExamplesA4 document covers

Title to go here

Supporting text to go here


17

6 Title of document to go down here 7

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2. cone pariore nissitio. At fuga. Et ut utat officit atquam doloritatio. Itati officitatur rempor abo. Et ulla nimil idest, ipsum facestibusam qui optate maio tem solupta cuptamet labore minvern atureium erum fugia nis unt molupta vent veligentur repedi alique nonsequi tem aut acillandipid quia derspis volore con parum vendam, sunt harum reicae volorunt, im et qui sit,

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CAPTION AUT QUE ILLIGENDIT ESEREM QUI AUDA VOLUPTA TIATEM. ITATUR, NIM QUIV OLU PTATUR ACEPTAE CTIOST QUIA VENECEA QUOSAM, ITATUR, NIM QUIV OLU PTATUR

Caption...maio tem solupta cuptamet labore minvern atureium erum fugia n

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CorporateBrand ExamplesA4 document spreads


Mainheading here


Main heading here

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Invenia tionempossin ea perro dunde as ipis quo ex ex et optae officati nihil es quis esciisima velicia vellorr umenis nobit que volore doluptame parchic ipienihil ipsum arciis asperferia debis dic test facero berunda ernatus modi as conseditatur simus quid mi, inim quia dem et hariatusam sequiatior solorrupta et dolorum arum es venim est etur?





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18

CorporateBrand ExamplesPowerpoint slides

Presentation titleSupporting text here if required

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Supporting text here if requiredUr rem deniet ut repeliat od min ctotate quiatiat quundamus.

• Offic tem que non • cusaperrum est, simoditiist• con cupta con res renimpo

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19

CorporateBrand ExamplesPop-up displays



20

Public FacingCommunications

Communications targeted at our customers adopt the core elements of our visual identity, but the overall style and ‘tone of voice’ are different to the Association’s corporate collateral. The primary vehicle for recruiting and retaining membership, our public facing communications capture the real hostelling experience. The design of this range of communications recognises that the proposition must appeal to a broad demographic; to individuals, groups, families, overseas visitors and those seeking adventure or solitude. It is also acknowledges the fact that our public facing collateral can help to dispel negative perceptions of hostelling by focusing on the experience it offers our customers.

21

Title to go here

supporting text to go here

1. 2. 3. 4.

1. White-out version of the identity2. Box with colour chosen from public facing palette (see page 9)3. Appropriate photograhy4. Boxed web address5. Complete communication

5.

Public FacingCommunicationsBasic Elements

The front covers of our public facing communications are identifiable through the combination of four core elements:

• The SYHA Hostelling Scotland logo• Single colour panel• Strong, evocative single image• web address box

The basic elements of our public facing communications combine to present hostelling as a positive and enjoyable experience. To help differentiate this suite of communications from our corporate publications a white border has been introduced to ‘frame’ the image on the front cover. The choice of colour for the panel should be determined by the featured image as the example below illustrates. The palette provides a good range of colours to complement our photography.

22

The logo should always remain at the top left hand corner of our communications

!

Public FacingCommunicationsFlexible Approach

While the colour panel is a key component of our public facing communication, its position on the front cover is not set in stone. Depending on image selection, the panel can (and should) be placed at different positions on the cover as shown in the examples below.

It should also be noted that the coloured panel can be removed from the logo and repositioned on the image. This route should be approached only where there is sufficient contrast to ensure the logo remains legible against the image ! .

23

Public FacingBrand ExamplesDocument covers

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24

Public FacingBrand ExamplesDocument spread

3

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CAPTIONS

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Vellendent ommolupta doluptatus consequi


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25

Public FacingBrand ExamplesAdvert

Address details, booking information etc to go here Tel: 01234 567 899Email: [email protected]

Heading to go here

26

Public FacingCommunicationsExamplesPoster and Pop-up Displays


Title to go here



27

ComponentsDesign TemplatesCorporate and Public Facing

Corporate Templates

InDesignA4 coversA4 spreadsPop-up display stands

PowerpointExample slides

Templates available on request. Please contact our marketing team: [email protected]

Public Facing Templates

InDesignA4 A5 and DL coversA5 spreadAdvertA4 posterPop-up display stands

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Further information

For further information regarding these guidelines or the templates please contact our marketing team: [email protected]

Documents

SYHA