Brand Guidelines Preparation for winter << name here >> North East Lincolnshire Leeds
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1 Brand Guidelines
2 Contents Introduction The logo Exclusion zone... 5 Do s & don ts Cold weather plan levels Creating sub brand logos... 9 The Winter Warmth icon Colours Typography Composition Bringing words to life Creative Resources web content Feedback Winter Warmth Brand Guidelines 2
3 Introduction A brand is so much more than logos, colours and fonts. It s the way people think, feel and respond when they come into contact with anything to do with Winter Warmth. A brand stands for something and everything that we do and produce has to be consistent with that image. Each and every one of us is an ambassador for the Winter Warmth brand. These brand guidelines are designed to help you make sure that everything you do fits the Winter Warmth brand. You ll find easy-to-follow guidance on things like font, font size, photography, colours, logo use and composition. The Winter Warmth brand is flexible and easy-to-use. It sends out a clear message and sums up the spirit of what the wider strategy is all about. On the Supporting materials page you will find visual examples of materials that you could produce. These are not intended to be prescriptive, but do serve as a guide to best practice. Winter Warmth Brand Guidelines 3
4 The logo For a logo to do its job it needs to be used consistently, that means the right size and in the right colours for the task in hand. This section explains how to do that. If you re not clear what the Preparation instructions mean, don t worry because any designer will know what to do. Preparation for winter for winter Preparation for winter Preparation for winter Key elements such as colour, icon and strap line should be used together at all times. It is recommended that the logo should only be used in full colour and on a white background. The Winter Warmth logo is supplied as full colour CMYK, 2 colour, single colour and full colour RGB 150dpi variations. For those unsure of the correct colour application for their usage we would recommend that you use the colour_eps* version for professional print and the colour_150* for word processing as default. When reversing out of solid colour panels use the reverse white version and when colour is not an option please use Mono (black) version. Never reverse the logo out of an image, texture or pattern. Preparation for winter * These are the file names of the logos located in the Logos download Winter Warmth Brand Guidelines 4
5 North East Lincolnshire Winter Warmth logo exclusion zone = exclusion zone which is determined by the character height of the smaller type within the Winter Warmth logo. The exclusion Leedszone is proportional to size and placement of logo, you should always allow for exclusion zone. Preparation for winter Winter Warmth Brand Guidelines 5
6 Winter Warmth logo do s & don ts The logotype must always be produced in approved colours. These are available for download on the Creative resources page. It must always be scaled proportionally. a) No modification can be made to the logotype, as any deviation will undermine the status of the brand. a) Stretching Never stretch the logotype b) Skewing Never skew the logotype b) c) Changing colours Always use the specified colour palette d) Rotating Never rotate the logotype c) Branding relationships Where the logo is used in co-branding ensure the 2 branding elements are sized to have equal prominence. It is important that the 2 branding elements are not too closely positioned. d) The Winter Warmth logo should be placed bottom left in the first instance or top left whenever possible. Winter Warmth Brand Guidelines 6
7 Cold weather plan levels The Cold Weather Plan is a public health plan. It aims to prepare for, alert people to and prevent the major avoidable effects of winter on people s health, which claim around 27,000 lives each year. The plan aims to do this by building on established national and local campaigns for winter health with a more co-ordinated approach. It recommends a series of steps to minimise the health impact of severe winter weather, to be taken by: the NHS, social care and other public agencies; professionals working with people at risk; and individuals and local communities. Cold Weather Alert service The plan will work through a system of cold weather alerts linked to the existing winter weather warning system developed by the Met Office which will trigger appropriate actions up to a major incident. This system is based on the established Heatwave Plan which has been in existence for seven years. For full guidelines see Cold Weather Plan for England - Protecting health and reducing harm from severe cold provided on the Supporting materials page in the Additional tools download. Winter Warmth Brand Guidelines 7
8 Cold weather plan levels The Cold Weather Plan sets out actions at four Cold Weather Alert levels. Level 1 Level 2 figure 1 The cold weather logo is supplied as 3 variants Level 1, Level 2 and Level 3&4. These variants should be used in line with the Cold Weather Plan Levels. Level 1 - Preparation for winter logo should be used for long term planning and general preparation for winter documents, press releases and public information. Level 3&4 Level 2 - Are you ready for winter logo should be used for severe winter weather alerts, documentation and correspondence. Level 3&4 - Act now for winter logo should be used for documentation indicating a response to severe weather or major incident alerts. For full guidelines see Cold Weather Plan for England Protecting health and reducing harm from severe cold provided in the Additional tools download. Winter Warmth Brand Guidelines 8
9 Creating sub brand logos We are giving all users of the Winter Warmth brand the opportunity to produce a localised sub brand logo. This logo can be used in replacement of the 3 Cold Weather Plan Level logos. Namestyle (a) Preparation for winter Typeface: Arial Regular Preparation for winter Colour: C:0 M:60 Y:95 K:0 North East Lincolnshire Proportionate to logo sizewinter Preparation for Range left in line with angled logo title Size: Notes: = exclusion zone is determined by length of sub brand (b). The exclusion zone is proportional to size and placement of logo, you should always allow for exclusion zone. Leeds Pay attention to kerning of characters in the name - ensure that they are spaced clearly and evenly. NEVER use other fonts or colours that deviate from the Winter Warmth brand guidelines (c). North East Lincolnshire (a) Leeds (b) Names should follow your organisations naming principles, so clients and the public can easily identify them and understand their role: Names must be clear and descriptive - not conceptual or abstract Names must be written in full - not acronyms or abbreviations Names should contain a geographical reference when possible. North East Lincolnshire North East Lincolnshir (c) Leeds Leeds Winter Warmth Brand Guidelines 9
10 ere ere >> >> The Winter Warmth icon The use of a strong visual style is essential when trying to assert a new brand. By using a striking colour scheme, that in itself promotes the brand, familiarity is created that through future campaigns and promotions will create an unmistakable brand presence. The Winter Warmth icon can be used freeform and implemented in a variety of ways. For example: Bullet points >> ereh eman << retniw rof noitaraperp Framing of an image >> ereh eman << retniw rof noitaraperp erihsnlocnil tsae htron sdeel To enhance graphic design >> ereh eman << retniw rof noitaraperp erihsnlocnil tsae htron sdeel To promote brand when logo is redundant >> ereh eman << retniw rof noitaraperp erihsnlocnil tsae htron sdeel erihsnlocnil tsae htron sdeel Variations of the Winter Warmth icon are supplied in the Logos download on the Creative resources page. Winter Warmth Brand Guidelines 10
11 Colours Simplicity is a distinguishing characteristic of the Winter Warmth brand. This is achieved by the use of a consistent and simple colour scheme. The colour palette has been specially compiled to express the cold (negative) and warm (positive) values of the brand. These colour provide maximum impact and enhance the immediacy of the Winter Warmth message. Our primary colours are Orange and Wedgwood Blue. Orange is the main colour of the brand and should be used for all headers and solid backgrounds. Wedgwood Blue is used for all sub-headers. Where possible always try to use the primary colours at full strength. If using as a tint always apply as a percentage increment of 10. Our secondary colours should be used sparingly. These colours should be used to support the primary palette. Primary colours Secondary colours PANTONE 165c c0m60y95k0 r245g130b41 web#f58229 PANTONE 645c c55m25y0k10 r103g151b198 web#6797c6 c55m25y0k45 r70g105b135 web#46698b c0m33y94k0 r252g179b40 web#fcb328 c12m89y100k3 r209g65b39 web#d14127 Winter Warmth Brand Guidelines 11
12 Typography Headline _ Arial Bold All headlines should be set in Arial Bold Type set solid eg. 24pt / 24pt leading. In order to give titles greater standout it s also recommended to use solid colours to compliment design. Sub Headline _ Arial Bold 14pt / 16pt leading. All Sub headlines and pull quotes should be set in Arial Bold and colour wedgwood blue. Body Copy _ Arial Regular 12pt / 16pt leading. All Body Copy should be set at 75 tracking. Welcome to the Winter Warmth brand Introduction Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Headline Leading Headline Sub Headline Body Copy Winter Warmth Brand Guidelines 12
13 Typography Headline Arial Bold Sub Headline Arial Bold Body Copy Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz /.,!?<>&*(){} $ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz /.,!?<>&*(){} $ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz /.,!?<>&*(){} $ Winter Warmth Brand Guidelines 13
14 Composition When applying the brand elements to specific brand communication it s important to bear in mind who your audience is. All pieces of brand communication should be simple and direct. Some pieces of internal communication such as form templates and stationery have a very functional job to do and should display only vital information. Dual branding Preparation for winter In some instances our logotype will appear with the logotypes of other organisations. Document title Sub-header Lorem ipsum dolor sit amet, In these instances it is important that: for winter << brand name here >> A. Our logopreparation exclusion zone is maintained (page 5 of our guideline) b. Our logotype should appear at the same size as the other logotype(s). The height of our logotype should equal the height of other adjacent logotypes. c. Our logotype appears in its full colour when the accompanying logotype is in full colour. Section Section header Northheader East Lincolnshire Sub-header Lorem ipsum dolor sit amet, mel stet quot invidunt no, his ne soleat vulputate. Preparation for winter Ius et saepe accumsan. Tamquam appetere vix ea pri aliquid delicata at. Sub-header No assum prompta vocibus duo, ea appetere contentiones nam. In usu nullam dissentiet, an aliquando definitiones nec. Ut duo tation alienum, an sit iriure appetere. Ne omnis facer vidisse cum, ad utamur tacimates est. No assum prompta vocibus duo, ea appetere contentiones nam. In usu nullam dissentiet, an aliquando definitiones nec. Ut duo tation alienum, an sit iriure appetere. Ne omnis facer vidisse cum, ad utamur tacimates est. Leeds Posse suscipit has an, et mei mazim apeirian. Usu ei habeo numquam menandri, ne per natum iuvaret scaevola. Usu te vocent laoreet argumentum. At has hinc eius volutpat. Pri in albucius inimicus persequeris, per iusto doming id, ullum oblique pri ei. Section header Sub-header Preparation for winter Lorem ipsum dolor sit amet, mel stet quot invidunt no, his ne soleat vulputate. Ius et saepe accumsan, tamquam appetere vix ea. Pri aliquid delicata at. Dolorum fastidii cu est. Mazim possim elaboraret te eum, ea vivendum perpetua mel. Section header Sub-header North East Lincolnshire Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipisicing elit has hinc eius. Solet prompta eu mel, cu duo fuisset offendit, velit decore conclusionemque sit ex petentium. Solet prompta eu mel, cu duo fuisset offendit, velit decore conclusionemque sit ex. Petentium definitiones ius te, sea in ridens iudicabit repudiandae. Elit appetere mediocritatem mea ea, in pro elitr partem blandit. Pro petentium intellegam et, nec ex vitae legendos, viris detracto vix ne. Mea et tractatos maluisset. Viderer docendi suavitate per ad, veritus complectitur nec id. Mundi affert mel ut, in esse vide consetetur mel. Est ei quot dicat, at etiam admodum accommodare pri. Posse suscipit has an, et mei mazim apeirian. Usu ei habeo numquam menandri, ne per East natum iuvaret scaevola. Usu te North Lincolnshire vocent laoreet argumentum. At has hinc eius volutpat. Pri in albucius inimicus persequeris, per iusto doming id, ullum oblique pri ei. Solet prompta eu mel, cu duo fuisset offendit, Leeds velit decore conclusionemque sit ex. Petentium definitiones ius te, sea in ridens iudicabit repudiandae. Elit appetere mediocritatem mea ea, in pro elitr partem blandit. Pro petentium intellegam et, nec ex vitae legendos, viris detracto vix ne. Leeds Winter Warmth Brand Guidelines Preparation for winter 14
15 Bringing words to life These images will be utilised to tell brand stories and require a strong, simple image that can bring a more general brand story to life. We call these brand hero images. The pictures in these guidelines are all taken from the new image Library. This is an exciting, easy to use and valuable resource that is designed to support you and save time. As you know, finding strong images is extremely difficult. The Image Library has done the hard work on your behalf. You can now: Log in or sign up at to choose and download from over 100 images. Know that all the images are cleared for use across all media. Decide which angle you like as many of the photographs have been cropped so that you can pick a particular view. Winter Warmth Brand Guidelines 15
16 Creative resources web content Logo artwork The Winter Warmth logo is included on the Creative resources page in a variety of formats, compatible with both PC and Mac. They are defined by usage: For print - supplied as vector-based.eps files For screen - supplied as.jpg files, for importing into Word, Powerpoint etc. Not all file types will work on all computers. This is because some are specifically used with specialist design software. Make sure you are using the appropriate file for your purpose. Download content Logos This zipped file contains all the Winter Warmth logos and icons in various formats, for use by design teams or to insert into Word or Powerpoint documents. Photo Library Choose from over 100 original Royalty Free images. Simply select the image you want to download and click options button in the bottom left hand corner, choose download full size from the list. Poster, leaflet and factsheet templates Download a zipped file containing professional design templates for use in InDesign CS4 or higher. Key communications pack Getting clear, consistent and actionable messages out to the right people is vital. This PDF provides pre-tested messages and communications advice. Winter Warmth Brand Guidelines 16
17 Feedback Good luck with being a champion for Winter Warmth. Changing lives and communicating the real news in your area. Your efforts will help the public to know more about the Winter Warmth strategy and how it is achieving results in their area. Inevitably, some of your efforts will work better than others - but it is extremely useful to learn what does produce results and what has not worked as well as you d hoped. Please take a few moments to tell your colleagues about Winter Warmth and your own local strategies and campaigns. We are happy to hear feedback regarding any part of the resources. us at info@winterwarmthengland.co.uk this will help to build up examples for future resources and others to follow. All our partners are encouraged to commit to distributing Winter Warmth materials direct to public, your staff and/or volunteers. All the FREE marketing materials are available for download at Any and all permissions remain with NHS Rotherham, Creative Media Services. Any issues brought to the attention of NHS Rotherham, Creative Media Services will be investigated. Permission to use Winter Warmth logos and branding can be rescinded at any time. The final decision remains with NHS Rotherham, Creative Media Services. Winter Warmth Brand Guidelines 17
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