Brand enw_guidelines

a brand forour regionHead Office

Northwest Development AgencyRenaissance HousePO Box 37, Centre ParkWarrington WA1 1XB

Tel: 01925 400100Fax: 01925 400400www.nwda.co.ukwww.englandsnorthwest.com

Printed on Zanders Mega Matt which is 50% recycled and

de-inked fibres and 50% totally chlorine free virgin pulp from

a sustainable managed forest.

LF03/03

This brand is your brand

The England’s Northwest brand is designed for everyone who wants to promote or endorse their own part of England’s Northwest, from theworld famous brands of the region, to your own local areas, attractionsand cultural or business activities.

The England’s Northwest brand has been created by the NorthwestDevelopment Agency (NWDA) andmembers of the Regional MarketingForum.

The brand is a unique stand-alone markdesigned for a region that is workingtogether to promote the best of theNorthwest to the rest of the UK andoverseas. It is also intended to create a sense of regional identity and pride for the people who live and work here.It is important to remember that the

England’s Northwest brand does notrepresent an organisation, it belongs to everyone who has somethingpositive to say about our region.

This guide sets out the main elementsof the brand, with some examplesand guidelines to help you use it as a creative communications tool. Theenclosed CD contains all the masterartwork you will need.

Use it with pride.

protecting the brand 12applying the brand 14using imagery 18make it work for you 20master artwork CD 21

Contentsregional values 02the brand mark 04the brand voice 06using the brand 08

brand guidelines 01

02 brand guidelines 03

competitive openregional values

surprising

The England’s Northwest mark provides a geographic locator, as well as arepresentation of the values that underpinthe region as a vibrant and contemporaryplace to live and work.

England's Northwest is a unique and diverseregion with a creativeflair. We have vibrantculture, inspiring landscapes and a passion for innovation.

regional brand essence revolution

To recognise and celebrate the revolutionary spirit of England’s Northwest.

England’s Northwest iswelcoming and inclusive. We are flexible and quick to learn, honest andopen-minded, a warm andfriendly region.

Imag

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England’s Northwest isambitious, energetic andwelcomes a challenge.We are confident in ourabilities, proud of our world-class success and we are a winning region.

To support the brandnamestyle, a system ofbrand messages has beencreated. These take theform of prefixes and affixesadded to the brandnamestyle.

The England’sNorthwest mark mustnot be used without aprefix or an affix.

The full set of these brandmessages and how tochoose them is shown onpages 6 and 7.

The brand mark and all ofits prefixes and affixes havebeen created as speciallydrawn digital master artworkand must never bemodified in any way. Do not attempt tocreate your own brandmessage versions.

A directory of all theavailable artwork is shownon page 20.

At the heart of the regional brand identity is the England’s Northwest mark, a unique, specially drawn namestyle.

the brand mark

brand guidelines 05

The England’sNorthwest markThe brand mark mustalways be reproduced from digital master artwork andmust never be modified in any way. Do not try to re-draw it, separate oradjust any elements of it.It must always appear onan uncluttered background

or colour to ensure clarity.The mark does not existas a typeface so it cannot be recreated orhave additional elementsadded which would detract from its integrity.

The mark should never be used as part of a phrase or sentence.

The England’s Northwest mark and messages must be reproduced from digital master artwork. Do not attempt to create your own brand/message versions.

Brand message prefix

Brand message affix

04

Support England’s Northwest through your own communications.We all have unique and valuable things to say about our region and to help get the region’s voice heard, a set of brand messages has been created.

the brand voice

brand guidelines 07


These brand messages have been designed for use by anyone who would like to identify their organisation, event, business or local area with the England’s Northwest brand.

Options Inward Investment activities only

This option must only be used for inward investmentmarketing and promotion.

Listed are suggestions for how the brand messages could be used by different sectors:

Tourism and Leisure: ‘Discover’ or ‘Proud to be in’ Culture and Sport: ‘Be inspired’ or ‘Proud to be in’ Science and Technology: ‘Investing in’, ‘Working together for’ or ‘Be inspired’ Skills and Education: ‘Be inspired’, ‘Proud to be in’ or ‘Working together for’

06

Brand coloursThe corporate colour forthe England’s Northwestbrand is Pantone 1797.Where the England’sNorthwest brand is used as a secondary orsupporting brand, it isaccepted that most

Corporate Colour Palette(England’s Northwest)

Minimum size 30mm

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PMS 1797

94m 94y 6k

To ensure that the brand retains its integrity and impact it is important to set out the basic principles of using the brand.

using the brand

brand guidelines 09

White-out useThe brand may be usedwhite-out of black or other appropriate colours oreven photographic imagery.Where photography is usedensure that the backgroundto the logo is unclutteredand provides enoughcontrast to ensure clarity.


Clear zone for the brandThe brand must bepositioned in its own clear space, standing apart from other imagesand text. It must thereforebe surrounded by aminimum clear zone as shown.

The clear zone helpsprotect the trade markstatus of the brand andensures it is alwaysdisplayed to best effect.

Minimum sizeThe minimum reproductionsize for the mark is 30mm.

users will need to work within their own corporatecolour palette.

Appropriate mid to dark toned colours should be used to ensure confidence,strength and clarity. Light orpastel tones should beavoided.

1 unit

1 un

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Corporate colour

It is acceptable for users to reproduce the England’sNorthwest mark within their own corporate colourpalette.

08

With a population of over 7 million, the region combines a very high quality of life, competitive house prices, impressive levels of education, friendlypeople and good links to European cities.

has a confident,cosmopolitan outlook, particularly reflected in its major cities whereoutstanding shopping, dining and nightlife opportunities abound.

using the brand

brand guidelines 11

A Business Vision for England’s NorthwestConsultation Document

A business vision forC o n s u l t a t i o n D o c u m e n t

X

X

With a population of over 7 million, the region combines a very high quality of life, competitive house prices, impressive levels of education, friendlypeople and good links to Europeancities. England’s Northwest has aconfident, cosmopolitan outlook,particularly reflected in its major citieswhere outstanding shopping, dining and nightlife opportunities abound.

Logo

Document title example

Example use in continuous text

Example use in continuous text

Document title example

The England’s Northwest mark and messages must be reproducedfrom digital master artwork. Do not attempt to create your own brand/message versions.

Logo

10

Never use the England’s Northwest brand in continuous textTo protect the integrity of the mark, it should never be used as part of a title, headline or incontinuous text. Where the region’s name isincluded in a title or in text, it should be set in the standard typeface for the publication.

The England’s Northwest web addressshould be written as one word in bodycopy. For example:

www.englandsnorthwest.com

sport

It is essential that the England’s Northwest mark and its associated messagesare applied in a consistentmanner, especially as its userswill be many and diverse.

Variations and mistakes,however small, will collectivelyerode the overall integrity andreduce the impact of thebrand.

Do not split the England’sNorthwest mark by usingspace or colour.

Do not change brandmessage text to differentfonts.

Do not print a positive mark on a dark background.

Do not reverse the mark on a light background.

Do not print the mark on a cluttered background.

Use master artwork only.


protecting the brand

discover

X

X

X

X

X

X

X

X

X

brand guidelines 13

Do not use the mark as part of a title or phrase.

Do not use typefaces whichare similar in style to themark – this detracts from its unique identity.

Do not create newnamestyles using theEngland’s Northwest brand.

X XDo not move the prefix or affix text.

12

The England’s Northwest brand can complement your own style and approach. The following examples demonstrate ideas for using the brand and its brand messages.

applying the brand

Stationery example

This example shows how the brand can be used toidentify your organisation’sactivity with the region. By respecting the integrity of the brand and adhering to the ‘clear zone’ principles,you will build brandrecognition and consistency.

Examples of publicationsUsing the brand can add a senseof brand promise and pride to yourcommunications, and collectivelybenefits the whole region.

The United Utilities North West Orchestras Tour

Classics in Parallel

The England’s Northwest mark and messages must be reproducedfrom digital master artwork. Do not attempt to create your own brand/message versions.

brand guidelines 15

Supporting your organisation

Our Ref 000 000

11 March 03

Company NameAddress line 1Address line 2Address line 3Postcode

Dear Sir

RE: Mole duis autem vel eum iriure dolor in hendrerit

In vulputate velit esse molestie consequat, vel illum dolore eu feugiat nullailisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augueduis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsumdolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt utlaoreet dolore magna aliquam erat volutpat.

Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit invulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat.

Yours sincerely

Mr SmithChief Executive

Company NameAddress line 1Address line 2Address line 3Postcode

Telephone: 0000 000000Fax: 0000 000000www.company.co.uk

Logo

The Lake DistrictTake a break in

14

business counts in

England’s Northwest

When using the brand withother brands, it is importantto separate England’sNorthwest from the logos of individual organisations.The England’s Northwestbrand can also be used to

support and endorse thecollective activities oforganisations working togetherfor the good of the region.Examples of how to achievethis are shown below:

brand guidelines 17

Typical back coverWhen the England’sNorthwest brand is used to support the activities ofa group of organisations it should be separated and applied in a band orby using a dividing rule.

This can be achieved byusing a coloured bandwhere appropriate, or avertical dividing keyline.

Brand hierarchy

Celebratingscience20-28 November 2003



1 un

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unit

1 unit


16

Typical leaflet covers

When used in a band the minimum clear zone should be respected.

Principal Conference Sponsors

Main Conference Sponsors

Principal Conference Sponsors

Building a brand is about putting a face to a name. Every image we use contributes to the way the region is perceived. Imagery should be dynamic, creative and inspiring and should reflect the brand values.

using imagery

unique innovative vibrantwarm creative inspiring

brand guidelines 19

Visit the England’s Northwest Image Bank, a source of original and creative images of the region.

www.englandsnorthwest.com/images

18

Additional copies of these brand guidelines can be downloaded from:

www.englandsnorthwest.com/brand

Line art – Illustrator eps files

ENW_be inspired.epsENW_investing in.epsENW_proud to be in.epsENW_working together for.epsENW_supporting.epsENW_discover.eps

Inward Investment onlyENW_be with the best.eps

CMYK – Full colour process files

ENW_be inspired_cmyk.epsENW_investing in_cmyk.epsENW_proud to be in_cmyk.epsENW_working together for_cmyk.epsENW_supporting_cmyk.epsENW_discover_cmyk.eps

Inward Investment onlyENW_be with the best_cmyk.eps

Jpeg files

ENW_be inspired.jpgENW_investing in.jpgENW_proud to be in.jpgENW_working together for.jpgENW_supporting.jpgENW_discover.jpg

Inward Investment onlyENW_be with the best.jpg

master artworkmake it work for youFor queries about using and applying the brand contact:[email protected] Telephone: 01925 400100

Master artwork for all of the England’s Northwest brand versions are supplied on the enclosed CD.

www.englandsnorthwest.com

Master artwork CD directory

20 brand guidelines 21