January 2016 Catalyst brand guidelines

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Terence Booker
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1 January 2016 Catalyst brand guidelines

2 Introduction 2. Catalyst is one of the leading housing associations in London and the South East. We are a large social enterprise driven by a compelling social purpose but working to commercial disciplines. As our name suggests, we are a catalyst for change and improvement wherever we work delivering better homes, better service and a better future for our customers. We are experts in mixed tenure development and regeneration, developing new homes for sale, shared ownership and rent. We provide more than 21,000 homes through a wide range of rental and home ownership opportunities to over 40,000 customers. We plan to develop over 5,000 new homes by 2020, through partnerships with local authorities and others. A strong corporate identity is important in developing these partnerships. We are passionate about creating great places to live and strong communities. As a lead developer we deliver large scale regeneration which encompasses mixed tenure and mixed use. We have a long-term interest in every new neighbourhood that we develop, and creating new and improved places through creative design, effective urban planning and top quality long-term management allied to our award-winning community development work, which provides life-changing opportunities for local people. We develop housing for a range of tenures including social and submarket rent, shared ownership and private sales. Our visual identity needs to work well for a range of different people and communities. Presenting a consistent image across different platforms can be challenging. As a result, we recently reviewed and updated our visual identity and the accompanying guidelines. The main changes are: Simplifying the main logo and allowing the name Catalyst to be used separately professional images across all types of Catalyst tenures and activities Developing a wider colour palette Creating a broader range of design templates The marketing campaigns developed for individual sites by Development are not subject to these guidelines. If you have any questions about the visual identity, please contact Julie Hollings, Head of Communications, communications@chg.org.uk Our logo is available to download from our website, visit

3 Contents Logo 4 04 Photography Logo variations 4.1 Catalyst people 1.2 Clearance area 4.2 Catalyst homes 1.3 Sizes 4.3 Photography faux pas 1.4 Colour versions 1.5 Rules of use 1.6 Using the symbol as a graphic 05 Art working guides Colour palette Front covers 5.2 Layout grids 2.1 Corporate colours 2.2 Extended colour palette 2.3 Colour specification 06 Writing guidelines Typefaces Putting our brand into practice 3.1 FS Albert 07 Examples Calibri 3.3 Accent typefaces 7.1 Printed literature 3.4 Typography rules 7.2 Catalyst van livery

4 4. 01 Logo

5 01 Logo 5. The Catalyst logo is comprised of two elements: the dancing figure symbol and the word Catalyst. It is preferred that these two elements are used together but on occasion it is permissible for the elements to be used independently. 1.1 Logo variations There are four versions of the logo: A Standard logo A Standard logo B Horizontal logo B Horizontal logo C Symbol only logo D Text only logo The standard logo is the preferred version and should be used wherever possible. The horizontal version should be used when a logo is required below the minimum height of the standard version or where the space available is more appropriate to a horizontal composition. The symbol only logo should not be used in isolation as a replacement for the standard logo. It can be used as a graphic symbol or on a composition where the standard, horizontal or text only logo is used. Our logo includes Catalyst s three corporate colours and the word Catalyst is written in FS Albert bold, helping to create a consistent, professional identity for our materials. C Symbol only logo D Text only logo

6 01 Logo Clearance area A Standard logo B Horizontal logo A minimum clearance area needs to be established around the logo allowing sufficient space to avoid infringement from other elements. The guidelines opposite show the logo clearance areas. Please ensure no other graphic elements or text are placed within these areas. z z z The clearance area for the standard logo can be calculated as one quarter of the symbol height. This is defined as x. The clearance area for the horizontal and type only logo is defined as y which takes the height of the capital letter C in Catalyst. x = 1/4 symbol height y = Cap height of C C Symbol only logo D Text only logo

7 01 Logo Sizes In order to guarantee our logo s legibility and reproduction quality there are a number of size recommendations for its use. The standard and symbol only logos are measured by the width of the symbols top edge. The horizontal logo is measured by the height of the symbol and the text only logo is measured by the height of the capital C. Recommended sizes for standard logo The standard logo has a recommended width of 23mm when used at the bottom of an A4 page and 17mm when used at the bottom of an A5. Minimum sizes The standard logo should not be used smaller than 11mm in width. For instances where the logo needs to be reproduced smaller than this, the horizontal logo should be used. The horizontal logo in turn should not be used any smaller than a height of 5mm. Recommended size A4 A Standard logo 23mm Minimum size 11mm Recommended size A5 A Standard logo 17mm 5mm 5mm 3.3mm A Standard logo B Horizontal logo C Symbol only logo D Text only logo

8 01 Logo Colour versions A Standard logo The Catalyst logos should only be reproduced in the specified corporate colours as illustrated. These colours are not to be rearranged or substituted. The colours are specified in the colour palette section of this document. Versions of the full colour logos with white type are available for use on darker backgrounds. When using the standard logo on a dark background it is important the edge of the symbol is clearly defined. If there is any issue with legibility or visibility then the single colour white logo should be used. For situations where the logo needs to be reproduced in a single colour, a black version and white version are available. Full colour Cyan type Full colour White type Single colour White Single colour Black When using the white version of the logo it is important to make sure the background is dark enough so there is not an issue with legibility or visibility. B Horizontal logo Full colour Cyan type Single colour Black Full colour White type Single colour White

9 01 Logo Rules of use 1 Colour 2 Distortion 3 Composition The logo must always be used in accordance with the guidelines set out in this document. Don t chop bits off or squash it up. Give it a bit of space, and prominence. Use it confidently. By following these guidelines you will play an important part in developing our presence and reputation. 1 Colour The logo should not have its colouring altered. The logo can be used in its original state or out of a single colour in black or white. 2 Distortion Do not stretch, distort or rotate the symbol or the type. 4 Typeface 5 Defined edge 6 Legibility 3 Composition Do not alter the size of either the symbol or the text, or their positions relative to each other. 4 Typeface Do not substitute or try to recreate the logo typeface. 5 Defined edge Do not use the full colour logo on dark backgrounds which effect the definition of the symbol s edge. The full colour logo should never be us on the same background colour as the symbol box, Pantone 287 C. 6 Legibility Make sure the logo is clearly legible over any image or background colour it is placed over.

10 01 Logo. 1.6 Using the symbol as a graphic 1 Van livery The Catalyst symbol is a striking and instantly recognisable graphic. To take advantage of this, it is permissible to use cropped sections of the symbol to create an abstract effect on professionally produced items. This however should be used in conjunction with, and not as a replacement for, the full logo. Examples of where this has been used effectively are on the Catalyst Van Livery, on the back of the Catalyst business card and on the corporate PowerPoint templates. 2 Reverse of the Catalyst business card 3 PowerPoint templates

11 Colour palette

12 02 Colour palette Corporate colours Corporate Our three corporate colours are a combination of contrasting blues and a strong yellow. These colours are used on our logo and are strong, punchy and instantly recognisable. Cyan C 116 C 287 C 2.2 Extended colour palette Sea Nature To complement our three corporate colours we have an extended supporting palette. The palette contains a wide range of colours offering bold hues and subtle shades to communicate a variety emotions C 540 C 641 C 3035 C 321 C 637 C 575 C 557 C 578 C 7745 C These colours have been categorised into five groups, Earth, Mono, Nature, Passion and Sea. These sets identify colours which we suggest work harmoniously together. However these groups are not exclusive and all of the palette colours can be used in any combination to suit the needs of a project and your creativity. Earth 1535 C 130 C 4515 C 415 C BLACK 0961 C WARM GREY 1 C Mono Black 6 C 7540 C 446 C 424 C Passion 7421 C 209 C 201 C 7647 C 669 C 7675 C

13 02 Colour palette Colour specification Corporate Sea Our complete colour palette includes 26 Pantone colours. Printing inks should be matched to a Pantone swatch to ensure colour consistency. For use in four colour print please see the recommended CMYK breakdowns and for use on screen please see the RGB, and Hexadecimal breakdowns which are all shown opposite. Cyan C C0 M0 Y0 K0 R0 G173 B239 # 00ADEF 116 C C0 M20 Y96 K0 R255 G203 B29 # FFCB1D 287 C C0 M84 Y27 K9 R24 G67 B122 # 18437A 5255 C C95 M93 Y44 K61 R19 G15 B52 # 130F C C0 M79 Y42 K38 R6 G51 B82 # C C0 M45 Y18 K7 R0 G112 B158 # 00709E 3035 C C0 M62 Y45 K43 R1 G62 B81 # 013E C C0 M12 Y42 K4 R1 G150 B156 # 01969C 637 C C63 M0 Y11 K0 R65 G196 B224 # 41C4E0 Nature Earth 575 C 557 C 578 C 7745 C 1535 C 130 C 4515 C 415 C BLACK 0961 C WARM GREY 1 C C62 M31 Y89 K16 R2 G128 B67 # C53 M16 Y44 K2 R126 G174 B152 # 7EAE98 C34 M7 Y51 K0 R175 G204 B150 # AFCC96 C38 M19 Y98 K4 R164 G171 B57 # A4AB39 C28 M75 Y0 K27 R146 G73 B32 # C0 M39 Y0 K0 R250 G167 B27 # FAA71B C29 M29 Y63 K R172 G156 B5 # AC9C69 C43 M33 Y41 K15 R136 G139 B132 # 888B84 C36 M33 Y38 K14 R149 G142 B134 # 958E86 C18 M16 Y20 K1 R209 G202 B196 # D1CAC4 Mono Passion Black 6 C 7540 C 446 C 424 C 7421 C 209 C 201 C 7647 C 669 C 7675 C C92 M76 Y56 K78 R6 G16 B28 # 061C C66 M54 Y47 K43 R70 G75 B81 # 464B51 C68 M52 Y55 K54 R55 G65 B64 # 3F4140 C53 M42 Y43 K27 R3 G9 B9 # 676D6D C35 M95 Y51 K52 R0 G16 B52 # 6434 C34 M90 Y45 K47 R8 G31 B63 # 6C1F3F C24 M97 Y70 K20 R161 G34 B63 # A1223F C31 M87 Y23 K8 R170 G65 B121 # AA4179 C84 M90 Y33 K31 R60 G43 B88 # 3C2B58 C58 M50 Y14 K1 R122 G125 B168 # 7A7DA8

14 Typefaces

15 03 Typefaces FS Albert 3.2 Calibri Our primary typeface is called FS Albert. It is a classic, modern sans serif typeface, with a hint of uniqueness. FS Albert has a variety of different weights which is useful where emphasis and hierarchy is needed. All weights read well in text and are readable in small sizes too. This typeface is cross-platform, compatible and ready for use on both Mac and PC. FS Albert bold is the Typeface used in the Catalyst logo. FS Albert should be used as the primary Typeface and used for body copy on all Catalyst publications. When FS Albert is unavailable, for example in PowerPoint or Word, we use Calibri, another simple and easy to use Typeface. Its simple shapes work similarly to FS Albert, and it s very accessible and easy to read great for our wide range of audiences. FS Albert thin regular FS Albert thin italic FS Albert light regular FS Albert light italic abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ Calibri light Calibri regular Calibri regular italic Calibri bold abcdefghijklm nopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ FS Albert regular Calibri bold italic FS Albert italic FS Albert bold FS Albert bold italic FS Albert ExtraBold

16 03 Typefaces Accent typefaces FS Albert should always be the dominant typeface used but it is permitted to include accent typefaces to add visual diversity or identity to a project. Examples: Used for pull quotes in corporate publications FuturaBT medium Masthead Typeface for Catalyst magazine Cooper Std Black Italic Used for headlines in Catalyst magazine 3.4 Typography rules 1 Size When using FS Albert or Calibri, the body copy in customer facing literature should be a minimum of 9.5pt and a minimum of 9pt in corporate documents. 2 Leading The space between lines needs to be clear and not too close together. For example, if you re using 9pt, use 11.5pt leading; A good size guide is for the leading to be 2 3pts more than the font size. 3 Ranging Generally text should be ranged left, as this tends to be easier and clearer to read. Exceptions to this may be headings that can be centred, or text that runs around an image on a spread. 4 Kerning For FS Albert and Calibri the kerning (spaces between letters) as default are nice and evenly spaced. On occasion it may be necessary to alter this slightly but try not to go too w i d e or too close. 5 General Use FS Albert regular or light or Calibri regular for longer text or body copy. Avoid the use UPPERCASE in body copy as it looks LIKE WE RE SHOUTING.

17 Photography

04 Photography 18. We want our photography to represent our full range of activities and our multi-tenure customer base.

Our aim is to capture our residents in and around their properties and engaging with their environment.

Presenting our residents in a positive light and at the same time showcasing the homes we have created for them.

18 04 Photography 18. We want our photography to represent our full range of activities and our multi-tenure customer base. We also want to avoid social housing clichés. Our aim is to capture our residents in and around their properties and engaging with their environment. Photographing moments which evoke emotion and movement, striving to avoid images which look overly posed. Residents and their homes 4.1 Catalyst people We want to capture a snap shot of our residents lives, relaxed and acting naturally in their own environment. Presenting our residents in a positive light and at the same time showcasing the homes we have created for them. 1 Residents and their homes Where possible try to photograph residents in and around their homes. Capturing both the people and the buildings together in a single image. 2 Natural poses Get your subjects moving and interacting with each other or their environment. This should help them to become little less self-conscious and create a more natural looking photograph.

1 Find the right angle Walk around, try standing on a chair or ducking down low to find the best

2 Clear the area If the background is in focus make sure it s tidy or adds to the narrative of the

19 04 Photography 19. Events and news stories We want our images to tell a story and to communicate and convey the atmosphere of an event. The subjects should be active and involved, not rigid and static staring down the lens. 1 Find the right angle Walk around, try standing on a chair or ducking down low to find the best angle to get the subject s face and their activity in frame. 2 Clear the area If the background is in focus make sure it s tidy or adds to the narrative of the image. 3 Props Don t be afraid to use props if it helps to communicate the story. 4 Depth of field In instances where the background is very busy or distracting it may be beneficial to use a small depth of field. This will help to emphasize the subject while de-emphasizing the background by making it out of focus.

contain people to give the images a sense of context, scale and

taken from unusual angles to add interest and dynamism.

the majority of building shoots will be outside, where ever,

2 Find the right angle Walk around the building to found the

Is there access to a neighbouring building which would give a

20 04 Photography 20. Catalyst homes 4.2 Catalyst homes Photographs of our developments should ideally contain people to give the images a sense of context, scale and life. If this is not possible then the photographs should be taken from unusual angles to add interest and dynamism. 1 Pick your time A blue sky makes the world of difference so as the majority of building shoots will be outside, where ever, possible plan around the weather. 2 Find the right angle Walk around the building to found the ideal vantage point. Is there access to a neighbouring building which would give a better view? 3 Survey the scene Is it a refuse collection day? or is something obscuring the view? Where possible move and tidy things out of shot or move to a position which means they are out of view.

like face painted children or balloon modelling as the focus of an

2 Static portraits Avoid photographing rigid, static portraits of

1 4 7 3 Uninspired composition Square on shots don t present our homes

Different vantage points and angles can produce a much more dynamic 4

if the background is unsightly move to a better position.

5 Poor location Photographs in a dark dingy room are never going to

21 04 Photography Photography faux pas 1 Social housing clichés Don t include clichés like face painted children or balloon modelling as the focus of an image. 2 Static portraits Avoid photographing rigid, static portraits of subjects looking straight at the camera Uninspired composition Square on shots don t present our homes in the best light. Different vantage points and angles can produce a much more dynamic image. 4 Background If there is clutter or rubbish lying around, tidy it up and if the background is unsightly move to a better position. It s easier to do it now than in post production. 5 Poor location Photographs in a dark dingy room are never going to come out well. Try and move your subjects outside or somewhere with better lighting. 6 Crowd shots The back of a group of people s heads rarely makes a good picture. 7 Weather Miserable gloomy days make it much harder to create good photographs. Good light and a blue sky can transform any location s aesthetic

22 Art working guides

23 05 Artworking guides Front covers 1 A3 297mm x 420mm 2 A4 2mm x 297mm 3 A5 148mm x 2mm To give our publications a clear structure, these grids have been developed to aid consistency and flexibility On an A5 document the logo should be 17mm wide and positioned mm from the edge of the page in either bottom corner. The tabbed version should appear mm from the right edge and touching the top edge. The size can vary between 17 23mm in width On an A4 document the logo should be 23mm wide and positioned 15mm from the edge of the page in either bottom corner. The tabbed version should appear 15mm from the right edge and touching the top edge. The size can vary between 23 30mm in width On an A3 document the logo should be 33mm wide and positioned 20mm from the edge of the page in either bottom corner. The tabbed version should appear 20mm from the right edge and touching the top edge. The size can vary between 33 42mm in width. These guidelines apply to both portrait (illustrated) and landscape formats All measurements in millimetres (mm) = measurement and guidelines

24 05 Artworking guides Layout grids 1 A4 spreads On an A4 document the margins are set at 15mm all around with a 12 column grid and 4mm gutters The 12 column grids can be easily sub-divided by two, three, and four giving flexibility in setting copy and varying design. These guidelines apply to both portrait (illustrated) and landscape formats. On an A5 document the margins are set at mm all around with a six column grid and 4mm gutters in portrait format, and a 12 column grid with 4mm gutters when in landscape. The six and 12 column grids can be easily sub-divided giving flexibility in setting copy and varying design All measurements in millimetres (mm) = measurement and guidelines 2 A5 spread Portrait Landscape

25 Writing guidelines

26 06 Writing guidelines 26. The way we present Catalyst verbally is important. The style and tone of our writing needs to fit with our values and to be clear, professional and friendly. We aim to be a catalyst for change and improvement wherever we work, pursuing better homes, better service and a better future for our customers. As a business we have a commercial focus and a social purpose. We want our customers to feel we are approachable, helpful and trustworthy. We must communicate consistently and be clear that we re action-oriented and will deliver on our promises. Within our sector we want to be known for quality, professionalism, being easy to work with and a great employer. All of this needs to be reflected in the way we talk and write. 6.1 Putting our brand into practice 1 Emphasise positive language, rather than the negative (we want to reinforce a positive message, not come across as a draconian, authority figure). This means telling users what they can do (not what they can t do) and using please rather than you must 2 Avoid clichés, jargon and overly elaborate language. We are aiming to be straighttalking, honest, direct and transparent 3 Feel free to use contractions don t instead of do not, we re instead of we are etc 4 Talk directly to your reader use you and we or us. If you have any questions, call us, not Catalyst can answer any questions on the phone 5 Always try to use the active (rather than the passive) voice. The dog bit the man, not the man was bitten by the dog. We ll look into your complaint as soon as possible, not your complaint will be looked into by us as soon as possible 6 Use plain English keep it short and simple. Break up your text into short sentences and short paragraphs. Keep it direct, straightforward and speak to your user one to one. To help define your message, ask yourself: What is it that I want to communicate? How would I sum up my message in one sentence? What one thing would I like the reader to remember? What would I like the reader to think or do after reading this? Will the reader understand my message? Further guidelines and advice on writing, including our Writer s Guide is available from the Communications Team

27 Branding examples

28 07 Examples Printed literature 1 Resident leaflets 2 Resident sign up pack 3 Report and accounts 4 Resident magazine

29 07 Examples Catalyst van livery

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