a brand for our region Head Office Northwest Development Agency Renaissance House PO Box 37, Centre Park Warrington WA1 1XB Tel: 01925 400100 Fax: 01925 400400 www.nwda.co.uk www.englandsnorthwest.com Printed on Zanders Mega Matt which is 50% recycled and de-inked fibres and 50% totally chlorine free virgin pulp from a sustainable managed forest. LF03/03
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The England’s Northwest brand is designed for everyone who wantsto promote or endorse their own part of England’s Northwest, from theworld famous brands of the region, to your own local areas, attractionsand cultural or business activities.
The England’s Northwest brandhas been created by the NorthwestDevelopment Agency (NWDA) andmembers of the Regional MarketingForum.
The brand is a unique stand-alone markdesigned for a region that is workingtogether to promote the best of theNorthwest to the rest of the UK andoverseas. It is also intended to createa sense of regional identity and pride
for the people who live and work here.It is important to remember that the
England’s Northwest brand does notrepresent an organisation, it belongsto everyone who has somethingpositive to say about our region.
This guide sets out the main elementsof the brand, with some examplesand guidelines to help you use it asa creative communications tool. Theenclosed CD contains all the masterartwork you will need.
Use it with pride.
protecting the brand 12applying the brand 14using imagery 18make it work for you 20master artwork CD 21
Contentsregional values 02the brand mark 04the brand voice 06using the brand 08
England's Northwest isa unique and diverseregion with a creativeflair. We have vibrantculture, inspiring landscapesand a passion for innovation.
regional brand essencerevolution
To recognise and celebrate the
revolutionary spirit of England’s Northwest.
England’s Northwest iswelcoming and inclusive.We are flexible andquick to learn, honest andopen-minded, a warm andfriendly region.
I m a g e p r o v i d e d b y t h e A l s o p C o n s o r t i u m
England’s Northwest isambitious, energetic andwelcomes a challenge.We are confident in ourabilities, proud of ourworld-class success andwe are a winning region.
To support the brandnamestyle, a system ofbrand messages has beencreated. These take theform of prefixes and affixesadded to the brandnamestyle.
The England’sNorthwest mark mustnot be used without aprefix or an affix.
The full set of these brandmessages and how tochoose them is shown onpages 6 and 7.
The brand mark and all ofits prefixes and affixes havebeen created as speciallydrawn digital master artworkand must never bemodified in any way.Do not attempt tocreate your own brandmessage versions.
A directory of all theavailable artwork is shown
on page 20.
At the heart of the regional brand identity is the England’s Northwest mark,
a unique, specially drawn namestyle.
the brand mark
brand guidelines 05
The England’sNorthwest markThe brand mark mustalways be reproduced fromdigital master artwork andmust never be modifiedin any way. Do not try
to re-draw it, separate or
adjust any elements of it.It must always appear onan uncluttered background
or colour to ensure clarity.The mark does not existas a typeface so itcannot be recreated orhave additional elementsadded which woulddetract from its integrity.
The mark should neverbe used as part of aphrase or sentence.
The England’s Northwest markand messages must be reproducedfrom digital master artwork.
Do not attempt to create yourown brand/message versions.
Brand coloursThe corporate colour forthe England’s Northwestbrand is Pantone 1797.Where the England’sNorthwest brand isused as a secondary orsupporting brand, it isaccepted that most
Corporate Colour Palette
(England’s Northwest)
Minimum size 30mm
1 u n i t
PMS 1797
94m 94y 6k
To ensure that the brand retains its integrity and impact it is important
to set out the basic principles of using the brand.
using the brand
brand guidelines 09
White-out useThe brand may be usedwhite-out of black orother appropriate colours oreven photographic imagery.Where photography is usedensure that the backgroundto the logo is uncluttered
and provides enoughcontrast to ensure clarity.
The England’s Northwest mark
and messages must be reproduced
from digital master artwork.
Do not attempt to create your
own brand/message versions.
Clear zone forthe brandThe brand must bepositioned in its ownclear space, standingapart from other imagesand text. It must thereforebe surrounded by a
minimum clear zoneas shown.
The clear zone helpsprotect the trade markstatus of the brand andensures it is alwaysdisplayed to best effect.
Minimum sizeThe minimum reproduction
size for the mark is 30mm.
users will need to workwithin their own corporatecolour palette.
Appropriate mid to darktoned colours should beused to ensure confidence,strength and clarity. Light orpastel tones should beavoided.
1 unit
1 u n i t
Corporate colour
It is acceptable for usersto reproduce the England’sNorthwest mark withintheir own corporate colourpalette.
particularly reflected in its major citieswhere outstanding shopping, dining
and nightlife opportunities abound.
Logo
Document title example
Example use in continuous text
Example use in continuous text
Document title example
The England’s Northwest markand messages must be reproducedfrom digital master artwork.Do not attempt to create your
own brand/message versions.
Logo
10
Never use the England’s Northwestbrand in continuous textTo protect the integrity of the mark, it shouldnever be used as part of a title, headline or in
continuous text. Where the region’s name isincluded in a title or in text, it should be set inthe standard typeface for the publication.
The England’s Northwest web addressshould be written as one word in bodycopy. For example:
The England’s Northwest brand can complement your own style and
approach. The following examples demonstrate ideas for using the brand
and its brand messages.
applying the brand
Stationery example
This example shows howthe brand can be used toidentify your organisation’sactivity with the region.By respecting the integrityof the brand and adheringto the ‘clear zone’ principles,you will build brand
recognition and consistency.
Examples of publicationsUsing the brand can add a senseof brand promise and pride to yourcommunications, and collectivelybenefits the whole region.
The United Utilities
North West Orchestras Tour
Classics inParallel
The England’s Northwest markand messages must be reproducedfrom digital master artwork.Do not attempt to create yourown brand/message versions.
brand guidelines 15
Supporting your organisation
Our Ref 000 000
11 March 03
Company Name
Address line 1
Address line 2
Address line 3
Postcode
Dear Sir
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duis dolore te feugait nulla facilisi. Nam liber tempor cum soluta nobis eleifend option
congue nihil imperdiet doming id quod mazim placerat facer possim assum. Lorem ipsum
dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat volutpat.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis
nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in
vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero
eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit
augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh eu
ismod tincidunt ut laoreet dolore magna aliquam erat volutpat.
When using the brand withother brands, it is importantto separate England’sNorthwest from the logos
of individual organisations.The England’s Northwestbrand can also be used to
support and endorse thecollective activities oforganisations working togetherfor the good of the region.
Examples of how to achievethis are shown below:
brand guidelines 17
Typical back coverWhen the England’sNorthwest brand is usedto support the activities ofa group of organisationsit should be separatedand applied in a band orby using a dividing rule.
This can be achieved byusing a coloured bandwhere appropriate, or a
vertical dividing keyline.
Brand hierarchy
Celebratingscience20-28 November 2003
Celebratingscience20-28 November 2003
Celebratingscience20-28 November 2003
1 u n i t
1 u n i t
1 unit
The England’s Northwest markand messages must be reproducedfrom digital master artwork.
Do not attempt to create your
own brand/message versions.
16
Typical leaflet covers
When used in a bandthe minimum clear zoneshould be respected.