Northumberland is a collection of independent spirits Northumberland is a collection of independent spirits. It is this mix of attitudes, approaches and ways of doing things that makes us special.
Your independent spirit comes from your: Pride Distinctiveness Authenticity Local wisdom Strength & self belief Individuality
Who are we? WE ARE NORTHUMBERLAND Boilerplate provides a definitive description of Northumberland and communicates our independent spirit. Creates a sense of belonging across partner communications MUST appear word for word Can be created using any colours from our palette. Size and format flexible (Minimum point size 6pt Swiss 721 BT Medium)
The logotype and the strapline (‘An independent spirit’) reflect the competitive proposition: Shape - gives Northumberland a voice - a clear voice, proud and strong Rougher edges to the typography and shape create a looser, more natural feel which reflects the natural and rugged beauty of the landscape. CREATES a more authentic, less sanitised feel
To offer flexibility our logo can appear in any of our colours. Ensures the brand looks good in spring, summer, autumn and winter We can provide these as eps files or jpgs Avoid black and white unless printing in black and white The speech mark is an important part of the logo and should not be used elsewhere without the writing
Our brand must always be reproduced consistently with a strong, proud voice The brand needs room to breathe – exclusion zone, determined by the height of the letter ‘D’ around each edge of the logo. Nothing must be within this zone People must always be able to read our name – logo must not appear smaller than 40mm wide
The type in the logo is transparent, so that background colours and photography show through Creates flexibility and adds depth Ensure that colours are complementary and the logotype is legible Ensure there is sufficient contrast Always use our EPS files (Where possible) to ensure the correct colours Only place the logo on a white background when there are no other options
Favourite position is top left: Therefore our brand is always visible as the owner and voice of the communication pieces On A4 documents – recommended size is 72mm wide
Typeface: Bold and strong, reflective of our brand. Swiss 721 BT (Swiss 721 BT Black Condensed) If Swiss 721 BT not available use Arial/Arial Bold Bold copy should always be left aligned Header Blocks – use short words - approx 5 – 6 words - CREATES impact and retains readability and clarity of headings - Word size – can be flexible – determined by the importance of each word Leading consistent throughout (Gap between lines and words)
Proud Welcoming Individual Conversational Proud - it takes time to get to know us. We are proud of our county and want to protect it - Strong, clear, honest messages Welcoming - Communicate in an open, friendly way Individual - Our local knowledge and wisdom lead and make us different Conversational – Playful and friendly, always time to chat or joke. - Use personal pronouns (I, we, you) - Sometimes cheeky, but always truthful and down to earth Express ourselves in a simple, straightforward manner Born from natural and man made juxtapositions and contradictions Juxtapositions – close together (Side by side) for comparison or contrast
Hand drawn boxes to reflect the energy and independent nature of Northumberland Adds character to our communications Used to hold photography, colour blocks and to define edges of communication pieces
www.marketingnorthumberland.com Media Library – Logos, boilerplates? Download the full marketing guidelines