Appendix 3 Great Exhibition of the North Brand Guidelines · PDF filePage 5 Visual Identity Guidelines - Logotype For any enquiries please contact: [email protected] Great Exhibition

GetNorth2018.com / [email protected] / GetNorth2018

Brand Guidelines 15 November 2017

Great Exhibition of the North

ContentsLogo 3 - 20

The logo 3 The logo 4Logo type 5Logo + vertical logotype 6Logo + horizontal logotype 7Logo + 3 line logotype 8Logo + 2 line logotype 9Logo + 2 line vertical logotype 10Logotype + date 11The logo + 2 line logotype + date & The logo + 2 line vertical logotype + date 12Logo + date minimum sizes 13Logo + date practical application 14Logo + HM Government 15 Logo + logotype + HM Government 16Logo + partners 17Exclusion zones 18Exclusion zone exception 19Logo don’ts 20

Typography 21 - 23

Typography body copy 21Typography secondary 22Typography headlines 23

Colour and patterns 24 - 31

Contrast 24Palette - Main 25Palette - Business Expo 26Palette - Art 27Palette - Design 28Palette - Innovation 29Palette - Culture 30Patterns 31

Messaging 32 - 41

Core narrative 33Being consistent 34Facebook Families 37Trips & Treats 37Experience Seekers 38Metro Culturals 38

Contextual examples 39 - 44

For any enquiries please contact: [email protected]

Page 3 Visual Identity Guidelines - About The Logo For any enquiries please contact: [email protected]


The logo

This logo is at the core of the Great Exhibition of the North brand and will be present across the breadth of the identity in various forms. Inspired by the north point of a compass and angular elements of the Union Jack flag it is simple, bold and striking.

Strong confident versatile logo. Highly legible at all sizes. Can be used in black or white, single colour or colours from the core identity colour palette. The logo can also be rendered in category patterns and can also be used in partner / sponsor colours.

This version of the logo is to be used as a graphic design element within collateral or social media icon only.

Page 4 Visual Identity Guidelines - Logo For any enquiries please contact: [email protected]


The logoThe logo is the sum of four angular shapes that are equally spaced to create balance. Any supporting text elements should be equally spaced next to the logo. This version of the logo is to be used as a graphic design element within collateral or social media icon only.

Advised minimum size 15mm

Page 5 Visual Identity Guidelines - Logotype For any enquiries please contact: [email protected]


The logotype The logotype is designed to be used in a portrait or landscape format within marketing collateral. It can sit alongside the logo or seperate, but must be only be used where the logo has been used as a design element (see page 14 for examples).

Page 6 Visual Identity Guidelines - Logo + Vertical Logotype For any enquiries please contact: [email protected]


The logo + vertical logotype (the primary version)This is the primary version to be used for all external and public facing materials. The logo is available to use in full colour version and mono. The logo + vertical logotype sit in harmony evenly balanced, logo type orients in a Northerly direction.

Page 7 Visual Identity Guidelines - Logo + Horizontal Logotype For any enquiries please contact: [email protected]


The logo + horizontal logotype (secondary version)The logo + horizontal logo type sit in harmony evenly balanced, logotype orients in a left to right direction. This version is only to be used in situations that would otherwise use the vertical type where accessibility would be an issue. Using the type in this way allows it to be larger within the same proportions. Please discuss with Marketing team if this version is required.

Page 8 Visual Identity Guidelines - Logo + three line type For any enquiries please contact: [email protected]


The logo + three line logotype (secondary version)The logo + three line logotype is designed to be used in alternative formats and still allow for legibility.

Page 9 Visual Identity Guidelines - Logo + two Line type For any enquiries please contact: [email protected]


The logo + two line logotype (secondary version) The logo + two line logotype is designed to be used in alternative formats and still allow for legibility. These lock ups are also to be used on unusual sized applications, e.g. long / thin horizontal banner ads.

Page 11 Visual Identity Guidelines - Logo + two line vertical For any enquiries please contact: [email protected]


The logo + two line vertical logotype (secondary version)The logo + two line vertical logotype is designed to be used in vertical formats. These lock ups are also to be used on unusual sized applications, e.g.. long / thin vertical banner ads.

Page 011 Brand Guidelines - 15 November 2017 For any enquiries please contact: [email protected]


Logotype + dateThe logotype + date is designed to be used in a portrait or landscape format within marketing collateral. It can sit alongside the logo or seperate, but must be only be used where the logo graphic has been used as a design element (see page 14 for examples).



The logo + two line logotype + date The logo + two line vertical logotype + date



SizeThe smallest size the logotype + date can be is 22mm wide, this leaves the text still legible at approx. 14pt, any smaller than this and the logotype and date will need to be separated.

Advised minimum size 22mm wide



Practical applicationIdeally the logotype should be separate to the date in most cases, however in extreme circumstances where space is limited or on stand alone executions that don’t feature alongside other event collateral the logo can sit alongside the date. Typically this shouldn’t accompany any other messaging or dates.

Page 015 Visual Identity Guidelines - Logo + HM Government For any enquiries please contact: [email protected]


The logo + HM GovernmentThe logo in many cases will need to sit next to HM Government logo as the events main partner. According to HM Government guidelines there must be an exclusion zone equidistant to the width of the crest observed.

Page 016 Visual Identity Guidelines - Full Logo + HM Government For any enquiries please contact: [email protected]


The logo + logotype + HM GovernmentThe logo and logotype in many cases will need to sit next to HM Government logo as the events main partner. According to HM Government guidelines there must be an exclusion zone equidistant to the width of the crest observed.

Page 017 Visual Identity Guidelines - Logo + Partners For any enquiries please contact: [email protected]


The logo + PartnersThe logo can easily sit beside partner logos. When paired with a partner logo it is preferred that only the logo is used and not the logotype as it will typically sit next to more text within the partner logos. Extra space equal to the width of the gap as well as shape element of the logo should be added to create balance. The partner logo should be less or equal to the height of the logo.

Page 018 Visual Identity Guidelines - Exclusion Zones For any enquiries please contact: [email protected]


Exclusion zonesAn exclusion zone should be observed that is at least equal to that of the space between the shape elements of the logo to stop any conflict with other design elements and logos (X). Any text or sponsor elements after the logo + logotype should be at least equal to the width of the shape element of the logo (Y).

X X

X Y

Y Y

Page 019 Visual Identity Guidelines - Exclusion Zone Exception For any enquiries please contact: [email protected]


Exclusion zone exceptionIn most cases the exclusion zone should be observed as much as possible but in some cases the logo can be anchored to the corner of the design and the relevant exclusion zones can be ignored.

Contextual examples

Page 020 Visual Identity Guidelines - Logo Don’ts For any enquiries please contact: [email protected]


Logo don’tsTo keep a consistent brand please stick to the guidelines and please do not attempt any of the above.

GREA

TEX

HIBI

TION

OF THE

NORT

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Don’t change the font Don’t use the logo to spell the word North

Don’t change the layout

Add drop shadows of any kind Don’t live trace the logo + logotype, use a supplied file

Don’t use any layer styles or photoreal effects

Don’t use gradients in any way

Don’t stretch vertically

Don’t stretch horizontally

ORTH

Page 021 Visual Identity Guidelines - Typography Headline For any enquiries please contact: [email protected]


GROTESKBOLD GROTESKREGULAR GROTESKLIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz1234567890#!↗+:;”’+=

Graphene is the new black

Used for headlines and titles

Typography - HeadlineBold version for use on headlines.

Page 022 Visual Identity Guidelines - Typography Secondary For any enquiries please contact: [email protected]


Typography - Secondary (Regular)Regular weight for secondary use, pull-out quotes + secondary level information.

GROTESKBOLD GROTESKREGULARGROTESKLIGHT

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmn opqrstuvwxyz1234567890#!↗+:;”’+=

Great Northern adventures. Discover a unique perspective on the city.

#GetNorth2018

Used for secondary level information

Page 023 Visual Identity Guidelines - Typography Body For any enquiries please contact: [email protected]


Typography - Body Copy (Light)Light version for use on body copy

GROTESKBOLD GROTESKREGULARGROTESKLIGHT

Used for body copy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklm-nopqrstuvwxyz1234567890#!↗+:;”’+=

The Great Exhibition of the North will be the largest event in England in 2018 and a game-changing moment for the North. It will reveal to the world how the North of England’s great art and culture, design and innovation has shaped all our lives and is building the economy of tomorrow.

The dramatic story of the North, told in imaginative and powerful ways, will instil local pride and inspire people to pursue exciting lives and careers in the North. By attracting visitors from near and far, it will transform global perceptions of Northern England and showcase the opportunities and possibilities available to all.

Page 024 Visual Identity Guidelines - Contrast For any enquiries please contact: [email protected]


ContrastPlease ensure there is good contrast between background colour and the logo.

Page 025 Visual Identity Guidelines - Palette For any enquiries please contact: [email protected]


Colour - Palette (Main)The corporate colour palette consists of pink, cyan, white and dark blue. Please refer to diagrams above for direction on colour selection.

Digital Logo + logotype on corporate colourwaysPrint

100C98M18Y25K

0C100M0Y0K

75C0M0Y0K

0C0M0Y0K

PantoneReflex Blue C

PantoneProcess Magenta C

PantoneProcess Cyan C 75%

HEX#242467

HEX#FFFFFF

HEX#E6007D

HEX#00B4EA

37R36G104B

230R0G125B

0R180G234B

255R255G255B

Full colour

Copy on colourways

Get North Opening WeekendNewcastleGateshead Quayside22 June 201





Digital Logo + logotype on Business colourwaysPrint

0C0M0Y100K

75C0M100Y0K

0C0M0Y0K

PantoneBlack C

Pantone361 C

HEX#000000

HEX#3CAA37

0R0G0B

60R170G55B

255R255G255B

Colour - Palette (Business Expo)Green, white and black can be used for business focussed deliverables. Please refer to diagrams above for direction on colour selection.

HEX#FFFFFF

Full colour

Copy on colourways




Digital Logo + logotype on Art colourways

Copy on colourways

Print

0C0M0Y0K

HEX#FFFFFF

0C30M100Y0K

40C100M0Y0K

Pantone1235 C

Pantone2425 C

HEX#FAB900

HEX#A51482

250R185G0B

165R20G130B

255R255G255B

Colour - Palette (Art)Yellow and purple can be used for art focussed deliverables. Please refer to diagrams above for direction on colour selection.

Full colour





Digital Logo & logotype on Design colourwaysPrint

0C0M0Y0K

HEX#FFFFFF

70C80M0Y0K

00C70M90Y0K

Pantone2597 C

Pantone151 C

HEX#693593

HEX#EB6428

105R53G147B

235R100G40B

255R255G255B

Colour - Palette (Design)Purple and orange can be used for design focussed deliverables. Please refer to diagrams above for direction on colour selection.

Full colour

Copy colourways





Digital Logo & logotype on Innovation colourwaysPrint

0C0M0Y0K

HEX#FFFFFF

30C5M100Y0K

80C40M0Y0K

Pantone389 C

Pantone3005 C

HEX#B9CD00

HEX#0082C8

185R205G0B

0R130G200B

255R255G255B

Colour - Palette (Innovation)Green and blue can be used for innovation focussed deliverables. Please refer to diagrams above for direction on colour selection.

Full colour

Copy colourways





Digital Logo & logotype on Culture colourwaysPrint

0C0M0Y0K

HEX#FFFFFF

97C96M0Y0K

70C0M40Y0K

Pantone2370 XGC

Pantone319 C

HEX#2D2A95

HEX#00BEB4

45R42G149B

0R190G180B

255R255G255B

Colour - Palette (Culture)Navy and turquoise can be used for culture focussed deliverables. Please refer to diagrams above for direction on colour selection.

Copy on colourways





PatternsEach theme of The Exhibition has it’s own pattern helping vistors to navigate the content.

Design

Innovation

Art

Culture



Messaging

Core narrative Being consistent Key messages (consumer audiences)



Core narrative

The Great Exhibition of the North 2018 is a summer of amazing shows, exhibitions and performances with cutting-edge tech, proper northern culture and magical times for all.

Inspirational artists, fresh designers and great inventors come together to tell the incredible and dynamic story of the North at the must-see event of 2018.

The ‘Get North Art, Design and Innovation Trails’ will connect NewcastleGateshead’s iconic venues to reveal how the North shapes our present and inspires our future.

This once-in-a-lifetime event is free for all the family and starts with the jaw-dropping ‘Get North’ weekend on Friday 22 June. It finishes in style with the world-famous Great North Run on Sunday 9 September and the powerful ‘Creating the Future’ closing weekend.

Get Art. Get Design. Get Culture. Get North in 2018. GetNorth2018.com



Being consistentExhibition name In the first instance always use the name in full Great Exhibition of the North 2018. Within body copy further uses of the name can be varied to include; The Great Exhibition or The Exhibition. In external facing communications (stakeholder and consumer) do not use abbreviations such as GEOTN, GEN, GEON or other versions.

Numbers and dates All numbers under 10 should be written out.

Millions (and billions): in copy use ‘m’ for sums of money, units or inanimate objects e.g. £10m, 45m tonnes of coal; but ‘million’ for people or animals e.g. Great Exhibition of the North will attract an audience of three million people.

Use commas in numbers e.g. 100,000

In body text the day and month should be written out in full with no commas e.g. Friday 22 June. The suffixes st, nd, rd and th should not be used. If dates are to be shortened day and month should be shortened to three letters e.g. Fri 22 Jun - Sun 09 Sep.

Spacing and alignment One space after: comma / semi colon / full stop / exclamation mark / question mark / colon / ellipsis.

• One space either side of: dash / forward slash.

Always left align body copy.



Being consistentTitles

Only capitalise the first word of a title unless it is referencing a programme name e.g. ‘Get North Innovation Trail’ or ‘Volunteers Programme’.

Templates

Word and powerpoint templates have been created to help you be consistent. Please use them. The templates have been set up so that the fonts are embedded. This means an external audience is able to read and edit files if necessary.

Core organisations and correct naming

• NewcastleGateshead Initiative.

• Department for Digital, Culture, Media and Sport (can be abbreviated to DCMS).

• BALTIC Centre for Contemporary Art (can be shortened to BALTIC).

• Sage Gateshead.

• Tyne & Wear Archives & Museums (can be abbreviated to TWAM).



Being consistentCapitalisation

• The first word of a sentence.

• Place names, including North.

• Job titles when written as a title e.g. Shelley Johnson, Marketing Manager.

• Proper nouns.

• Letters in an abbreviation.

Do not use capitals...

• To create emphasis.

• For every word of a title.

• For job roles when they are a description e.g. Shelley Johnson, marketing manager at NewcastleGateshead Initiative.

Core programme naming

• Great North Museum

• BALTIC Centre for Contemporary Art (written in full first time, can also be referred to as BALTIC) BALTIC always in capitals.

• Sage Gateshead - never referred to as The Sage Gateshead

• NewcastleGateshead - all one word, always capitalise N and G

• Get North Art Trail / Get North Innovation Trail / Get North Design Trail

• Supercharged Schools Programme

• Business Expo

• Smart Thinkers Summer Camp

URLs and hashtags

• The URL for Great Exhibition of the North is GetNorth2018.com

• Social media accounts - Facebook, Twitter and Instagram @GetNorth2018

• The official hashtag is #GetNorth2018

• Always write hashtags and urls with captialised G and N.

•



Facebook Families:

Key messagingTrips and Treats:

• This free, once-in-a-life-time event is jam-packed with amazing displays, awesome performances and exciting times for all the family - guaranteed fun all summer long!

• Gamers and social-media fans will love showing-off their skills to their friends and family whilst trying-out the cutting-edge tech on display.

• The Great Exhibition of the North is easy for families, with quick links into town and plenty of great value food stalls and restaurants to try.

• The ‘Get North Art, Design and Innovation Trails’ are free and easy to walk around, and a great chance to enjoy some quality time with the family.

• Download the free app on to your smartphone to plan your visit.

• Discover loads of free exhibitions and magical experiences that will delight and inspire friends and family at the must-see event of 2018.

• This summer explore cutting-edge tech and mind-blowing performances designed to educate the whole family and capture the imagination!

• Getting to the Great Exhibition of the North is easy, with plenty of transport options available. NewcastleGateshead is packed with exciting places to stay and eat whatever your budget.

• The ‘Get North Art, Design and Innovation Trails’ are designed with families and accessibility in mind; winding through inspiring urban landscapes, stunning historic architecture and the best of popular Northern culture.

• Download the free app on to your smartphone to plan your visit.



Experience Seekers:

Metro Culturals:

• Immerse yourself in fresh new art, contemporary design and exciting innovation, at this once-in-a-lifetime exhibition packed with unexpected and must-see experiences.

• You and your friends can experience cutting-edge tech, digital art, dynamic design and more in a vibrant street festival atmosphere all summer long.

• Getting to the Great Exhibition of the North is easy, with plenty of transport links available. NewcastleGateshead has lots of great places to stay with an exciting range of diverse street foods and artisan restaurants on offer.

• The ‘Get North Art, Design and Innovation Trails’ weave through inspiring urban environments and NewcastleGatesheads most iconic venues whilst showcasing the North’s vibrant cultural scene.

• Check out GetNorth2018.com and download the free app to plan your visit.

• Discover ground-breaking new exhibitions, cutting-edge technology and diverse contemporary culture created by some of the North’s most influential artists, experimental designers and talented innovators.

• Throughout the summer NewcastleGateshead‘s world-class museums and iconic venues tell the passionate story of the North through it’s art, design and innovation; set in a vibrant street festival atmosphere.

• The Great Exhibition of the North is well connected via road, rail and air. There’s a fabulous selection of accommodation available as well as an exciting choice of cuisine on offer; from pop-up street food to award-winning restaurants.

• Take part in the must-see event of 2018 by exploring the ‘Get North Art, Design and Innovation Trails’. Weave your way through inspiring urban environments and experience the North’s unique and vibrant culture.

• Check out GetNorth2018.com and download the free app to plan your visit.

Key messaging



#GetNorth2018 GetNorth2018.com

Get Art. Get Design. Get Innovation.

Supported byPremier Partners

Examples of deliverablesAdvertising and city dressing



Examples of deliverablesBig Idea!



Examples of deliverablesProgramme

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Full programme22 June - 9 September 2018

Get Art. Get Design. Get Innovation. #GetNorth2018 GetNorth2018.com

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The Great Exhibition of the North kicks-off in spectacular style with the highest water fountains in Europe set to live music, inspiring film and a stunning lightshow.

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Location N1 QuaysideDate 22 JuneTime 6:00pm

Page 3 / 4

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Page 3 / 4GetNorth2018.com #GetNorth2018

Explore the Get North Design Trail

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DESIGN HUB

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NewcastleCity Centre

GatesheadCentre

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NorthumbriaUniversity

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Examples of deliverablesVolunteer Uniforms



Mr. J. Smith NewcastleGateshead Initiative 9th Floor, Baltic Place EastSouth Shore RoadGatesheadNE8 3AE

13 May 2015

Mr. A. Name,

Main letter title in M XB Grotesk Regular 9.5pt.

Further to our conversation. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs.

This would be another paragraph. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs.

And another one, just like the one above. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left be-tween paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs.

I look forward to hearing back from you. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 10pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space should be left between paragraphs. Content of letter set in M XB Grotesk Light 9.5pt. with Range Left alignment and normal line spacing. One line space to be left between paragraphs.

Yours sincerely,

Your nameYour job title

GetNorth2018.com / [email protected]

GetNorth2018

NewcastleGateshead Initiative is the lead delivery partner for Great Exhibition of the North, working closely with colleagues at Tyne & Wear Archives & Museums,

BALTIC Centre for Contemporary Art, Sage Gateshead, and the Department for Culture, Media and Sport.

NewcastleGateshead Innitiative - 9th Floor, Baltic Place East, South Shore Road, Gateshead NE8 3AE. Telephone: 0191 440 5720.Registered Company No. 02281242

Examples of deliverablesCorporate

Carol BellExecutive Director+44 (0)191 440 5746+44 (0)7932 642 762

[email protected] GetNorth2018.com GetNorth2018

For any of the Great Exhibition of the North assets shown in this document please contact:[email protected]

GetNorth2018.com / [email protected] / GetNorth2018

Appendix 3 Great Exhibition of the North Brand Guidelines · PDF filePage 5 Visual Identity Guidelines - Logotype For any enquiries please contact: [email protected] Great Exhibition

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