Brand Guidelines January 2016

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1 Brand Guidelines January 2016

2 Contents Brand Assets Logos Lock Up Brand Properties Brand Assets 04 Grow Wild, Kew & The Big Lottery Logos Lock Up 11 Brand Property: Scattered Seeds 22 Grow Wild Logo 05 Grow Wild, Kew & The Big Lottery Logos Welsh Lock Up 12 Brand Property: Extended Arm 23 Grow Wild Logo on Images Primary Colour Palette The Common Brand Logo The Common Brand Logo in Applications Brand Applications Secondary Colour Palette 08 Incorrect Uses of the Logo Lock Up 15 Grow Wild Stationery 25 Typefaces 09 Minimum Sizes & Clear Space Area 16 Grow Wild A5 Flyers 26 Common Brand Lock Up Common Brand Lock Up 18 Grow Wild Posters & Banners Contact 27 Common Brand Welsh Lock Up 19 Here to Help 29 Minimum Size & Clear Space Area 20 2

3 BRAND ASSETS OUR BRAND ASSETS SHOULD BE USED THROUGHOUT ALL COMMUNICATION. THIS CREATES A COHERENT BRAND.

4 Brand Assets Brand Assets There are four core components that make up the Grow Wild brand. Together they create a coherent and recognisable brand. Our logo Our colour palette Our typeface Our Brand property Grow Wild Logo & Strapline The logo should be used as a full colour whenever possible. The logo on black is the primary mark which should be used wherever possible. Grow Wild Colour Palette Grow Wild Typeface TUNGSTEN Grow Wild Property 4

5 Brand Assets Grow Wild Logo The primary logo should ideally be used as a lock up with The Big Lottery Fund and Kew logos, see page 11. The secondary logo should only be used when for spacing, printing or other reasons the primary logo cannot be used. The colour on black background is preferable when the application is to be viewed from a distance, e.g. event signage. The colour on white background is preferable for corporate materials when printing high volumes, e.g. headed paper or any other printed materials. Primary portrait & landscape Secondary portrait & landscape 5

6 Brand Assets Grow Wild Logo on Images When appearing on an image the logo should always appear in a single colour. The logo should be allowed room to breath and should not be placed on a busy or distracting background. The logo should never be used as a window in applications as shown to the right. This creates an illegible logo and detracts from the brand. Correct Image use Incorrect Image use 6

7 Brand Assets Primary Colour Palette C M Y K (%) R G B PANTONE HEX Having the right colour options available and knowing the breakdowns of each, makes using them much easier and more effective C FAAA28 The use of the Red Orange should always be secondary to the Wild Orange. The Red Orange may also be used as a highlight colour, but should not form more than 20% of the palette on any one page. Wild Orange C M Y K (%) R G B PANTONE HEX C F05A32 Red Orange C M Y K (%) R G B PANTONE HEX Pro Black Black C M Y K (%) R G B PANTONE HEX FFFFFF White 7

8 Brand Assets Secondary Colour Palette C M Y K (%) R G B PANTONE HEX These secondary colours should be used to support the primary colours shown above. The colours should be used to broaden our communications and identity. You will find these colours in the brand property, they can also be used for sub-headings or highlighting. Cyan C M Y K (%) R G B Pro Blue C PANTONE 00AFF0 HEX Our secondary colour palette is designed to compliment our primary colour palette, and should always be used sparingly. Green C C M Y K (%) R G B PANTONE HEX C C3B49B Clay C M Y K (%) R G B PANTONE HEX Pro Magenta C F0008C Magenta C M Y K (%) R G B PANTONE HEX Pro Yellow C FAF032 Yellow 8

9 Brand Assets Typefaces Primary typeface The Grow Wild primary typeface is Tungsten. It is important to utilise and adhere to the same font throughout all our communication material, thereby ensuring and maintaining consistency across the brand. Never distort our primary typeface in any way. Digital typeface Arial has been chosen for our digital headline and long copy typeface; to be used for all our online needs, as well as PowerPoint presentations, Word documents etc. Arial is a system font meaning that any computer will be able to load and display it. This means that any online content should be consistent whatever screen it appears on. Tungsten Thin Tungsten Light Tungsten Book Tungsten SemiBold Tungsten Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Digital Headline Font Arial Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Digital Copy Font Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

10 LOGOS LOCK UP Our primary logo should be used locked up with our partner logos.

11 Logos Lock Up Grow Wild, Kew & The Big Lottery Logos Lock Up There are both portrait and landscape versions of the partner lock up available to suit different purposes. As with the primary logo, the colour on black background is preferable when the application is to be viewed from a distance, and the colour on white background is preferable for corporate materials when printing high volumes. Portrait Landscape 11

12 Logos Lock Up Grow Wild, Kew & The Big Lottery Logos Welsh Lock Up There are also both portrait and landscape versions of the Welsh version of the partner lock up. As with the primary logo, the colour on black mark is preferable when the application is to be viewed from a distance, and the colour on white mark is preferable for corporate materials when printing high volumes. Portrait Landscape 12

13 Logos Lock Up The Common Brand Logo The common brand is the name given to the logo featuring the National Lottery crossed fingers. It is called the common brand because all National Lottery distributors are required to use it. Logo Lock up minimum size 7mm 12mm The National Lottery requires that all bodies managing and distributing funds must use the logo on all public facing communications. This includes web, print, advertising, press releases, annual reports etc. Grey Solid Black The common brand colours are grey and dark blue. The minimum height for the common brand is 7mm for the English versions and 12mm for the Welsh bilingual version. Logo Colour Ways Dark Blue Solid White C M Y K (%) R G B PANTONE HEX C #8A7967 C M Y K (%) R G B PANTONE HEX C #1B3281 Colour breakdowns 13

14 Logos Lock Up The Common Brand Logo in Applications Though the common brand logo is required on all executions, it is not part of the Grow Wild lock up. The Common Brand Logo appears removed from the Grow Wild lock up. The positioning is dependent on the execution. Single Sided Executions: On single sided artwork the common brand logo should appearon the bottom of the artwork. The alignment of the common brand logo is dependent on the Grow Wild lock up. Please see the examples to the right for clarification. Single Sided Double Sided Executions: On double sided applications the common brand logo should be used only on the back cover. It should appear at the bottom of the artwork. The alignment of the common mark is dependent on the Grow Wild lock up. Please see the examples to the right for clarification. Front Back Double Sided 14

15 Logos Lock Up Incorrect Uses of the Logo Lock Up We have demonstrated a number of ways in which the logo should not be treated. Please make sure the guidelines are always adhered to. If in doubt of how to use the logo please contact: Do not change the colour of the logos Do not adjust the lock up or positioning of the hand Do not alter the order of the logos Nikki Mugford n.mugford@kew.org Sophie O Neill S.ONeill@kew.org Do not stack the logos Do not rotate the lock up Do not reverse the lock up Do not remove the Grow Wild word mark or strap line Only use guidelined colours Do not use the secondary logo in the primary lock up 15

16 Logos Lock Up Minimum Sizes & Clear Space Area There are specified minimum sizes and clear space requirements when using the Grow Wild lock up. These are: 75mm for the portrait lock up 128mm for the landscape lock up Clear space should be created using the height of the G from the Grow Wild logo 75mm Logo Lock up minimum size 128mm G G G Logo Lock up clear space area G 16

17 COMMON BRAND LOCK UP The Common Brand Lock Up is for use by beneficiaries of Lottery Funding when promoting funded projects.

18 Common Brand Lock Up Common Brand Lock Up The Common Brand lock up should be used by beneficiaries when producing materials to promote their funded projects. This is required to acknowledge lottery funding and is non-negotiable. There may be instances when this lock up will be too large for practical use. In these circumstances you should use the Grow Wild mark with the below wording: Grow Wild is funded by the National Lottery through the Big Lottery Fund and led by the Royal Botanic Gardens, Kew If in doubt of how to use the lock up please contact: Nikki Mugford Sophie O Neill S.ONeill@kew.org Colour on white Colour on black 18 Solid on white Solid on black

19 Common Brand Lock Up Common Brand Welsh Lock Up The Common Brand Welsh lock up should be used by beneficiaries when producing materials to promote their funded projects. This is required to acknowledge lottery funding and is non-negotiable. There may be instances when this lock up will be too large for practical use. In these circumstances you should use the Grow Wild mark with the below wording: Ariannir Tyfu n Wyllt gan y Loteri Genedlaethol drwy r Gronfa Loteri Fawr, a i harweinir gan y Gerddi Botanegol Brenhinol, Kew If in doubt of how to use the lock up please contact: Nikki Mugford n.mugford@kew.org Sophie O Neill S.ONeill@kew.org Colour on white Colour on black 19 Solid on white Solid on black

20 Common Brand Lock Up Minimum Size & Clear Space Area There is a specified minimum size and clear space requirement when using the Common Brand lock up. These are: 64mm for the lock up Clear space should be created using the height of the G from the Grow Wild logo 64mm Logo Lock up minimum size Note: The minimum size for the Lottery Funded logo is 14mm high. The lock up minimum size ensures this is always adhered to. G G G Logo Lock up clear space area G 20

21 BRAND PROPERTIES THE BRAND PROPERTIES HELPS TO FURTHER EXPRESS THE GROW WILD IDENTITY IN A RECOGNISABLE GRAPHIC ELEMENT.

22 Brand Properties Brand Property: Scattered Seeds The scattered seeds and planting hand form the Grow Wild brand property. It is used as a recognisable graphic element. The property can be used on both black and white backgrounds depending on necessity. We define scale between the two elements by ensuring the seed in the hand remains in equal scale to the other seed elements. The examples to the right and on the following pages give a look and feel for how the brand property works. The scattered seed brand property should not appear alongside the Grow Wild logo e.g. both feature on a banner, on the same side of a leaflet. 22

23 Brand Properties Brand Property: Extended Arm Part of the Grow Wild assets are a set of extended arms. This allows for a number of varying composition executions. These extended arms are available for use however should you have the time or ability, it is recommended that you create your own bespoke arm. To the right you can see a selection from the set. The extended arm brand property should not appear alongside the Grow Wild logo e.g. both feature on a banner, on the same side of a leaflet. 23

24 BRAND APPLICATIONS THE EXAMPLES ON THE FOLLOWING PAGES GIVE A LOOK AND FEEL FOR HOW THE BRAND PROPERTY WORKS.

25 Brand Applications Grow Wild Stationery Letterhead Business card 25

26 Brand Applications Grow Wild A5 Flyers A5 flyer 26

27 Brand Applications Grow Wild Posters & Banners A3 poster Pop up banner Railings banner 27

28 CONTACT ANY QUESTIONS? GET IN TOUCH.

29 Contact Here to Help If you have any queries or need any help with the use of the Grow Wild brand, please contact: Nikki Mugford Grow Wild Marketing Campaigns Manager T: M: Sophie O Neill Grow Wild Marketing Campaigns Executive S.ONeill@kew.org T: growwilduk.com Royal Botanic Gardens, Kew Richmond Surrey TW9 3AB 29

30 THANK YOU!

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