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  • Version 1.1.1 - January 2017

    Highways EnglandVisual identity

    guidelines

    Version 1.1.1 January 2017

  • Highways England - Visual identity guidelines

    Version 1.1.1 - January 2017 1

    Contents1. What we stand for ............................................................ 2

    2. Our visual identity ............................................................ 3

    2.1 Logo ................................................................................ 4

    2.2 Using other logos ............................................................ 8

    2.3 Colour palette .................................................................. 9

    2.4 Imagery ......................................................................... 10

    2.5 Typography ....................................................................11

    2.6 Graphics ........................................................................ 12

    3. Design system ............................................................... 14

    3.1 Stationery ...................................................................... 15

    3.2 Presentations ................................................................. 19

    3.3 Publications ................................................................... 20

    3.4 Exhibitions ..................................................................... 24

    3.5 Public notices ................................................................ 26

    3.6 Personal protective equipment (PPE) ............................ 27

    3.7 Vehicles ......................................................................... 29

    3.8 Signage ......................................................................... 30

    3.9 Traffic Officers ............................................................... 35

    4. Contractor branding policy ............................................ 37

    4.1 Overview ....................................................................... 37

    4.2 Major project schemes .................................................. 39

    4.3 Maintenance schemes .................................................. 40

    4.4 DBFO schemes ..............................................................41

    4.5 Charging schemes ........................................................ 42

    5. Contacts ........................................................................ 43

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    What we stand forAlong with our people and services, our visual identity is the face of Highways England. It therefore reflects our company values and brings them to life. The branding also expresses the forward-thinking role we play in national life, as we support the journeys of today, while investing in those of tomorrow.

    Our values

    Driven to improve

    Performance: building on our professionalism and expertise, we are always striving to improve and deliver a network that meets the needs of our customers.

    Leading the way

    Leadership: we have a clear vision for the future of the network and our personal contribution towards it. We take others with us on the journey.

    A trusted friend

    Engagement: we have an open and honest dialogue with each other, as well as our customers, stakeholders and delivery partners.

    A responsible custodian

    Stewardship: we are custodians of the network, acting in the long-term national interest, with integrity and pride.

    A creative thinker

    Creativity: we find new ways to deliver by embracing difference and innovation, while challenging conventions.

    1

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    2

    Our visual identity Logo

    Colour palette

    Imagery

    Typography

    Graphics

    Logo

    Colour palette

    Imagery

    Typography

    GraphicsPantone 282 Pantone

    Process Blue85% tint of black

    Helvetica Lt Std

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    LogoAside from colourways, there are two versions of our logo

    Corporate logo Representative logo

    The corporate logo should be used in all circumstances on corporate stationery, presentations, publications, exhibition material, advertising and digital media as well as vehicles and signage.

    The representative logo should feature on material used by contractors representing Highways England.

    The logo uses two colours from the Pantone colour matching system.

    Pantone 282 Pantone Process Blue

    The icon and highways england legend must always appear together and not be used separately.

    2.1

    Corporate logo

    Representative logo

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    Size and space

    There is always clear space around the Highways England logo. This is important to ensure it is clear, immediately recognisable and consistent. The X height determines the minimum clear space you need to leave around the logo.

    When the logo is used on publications X is equivalent to the height of the letter h in the word highways in the logo. Figure 2.1.1

    When the logo is used on signage or digital media X is equivalent to half the height of the letter h. Figure 2.1.2

    Figure 2.1.1

    Exclusion zone Publications

    Figure 2.1.2

    Exclusion zone Signage and digital media

    Figure 2.1.3

    Minimum size

    The minimum size of the logo for all applications is 25mm wide. Figure 2.1.3

    Usage

    Wherever possible, use the logo in its true form on a white background. Never reproduce the logo in any other colour combinations, tints or tones.

    There may be times when it isnt possible to recreate the logo in the corporate colours. In this case you will need to reproduce it in mono (black) or reversed out (white).

    If you need to reverse out the logo, only use dark backgrounds. If youre using a lighter background, always use the logo in its true form.

    You may want to use the logo over a photographic background or coloured image. You can do this as long as it is clear. Only use the logo on a background image that provides sufficient contrast and has a good even tone.

    True form

    Mono black

    Reversed out (white)

    25mm

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    What not to do

    The Highways England logo is the core of our visual identity. It is therefore essential that we use it correctly and consistently across all applications.

    Never:

    Separate elements of the logo.

    Stretch or distort the logo in any way.

    Change the colours of the logo.

    Display the logo at an angle - it always appears in the horizontal position.

    Use another typeface or additional text within the logo.

    Use the logo on any background image or graphic that makes it unclear.

    Reverse the logo out of any light colours or light background images where there isnt enough contrast.

    Incorporate the logo with other elements to form a new logo.

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    The Highways England logo must have greater or equal prominence to any logo appearing alongside it.

    Where a single contractor logo is used with the Highways England logo, the logos should be of equal prominence with the relationship statement working on behalf of clearly visible. Figure 2.1.4

    Where numerous contractor logos need to appear with the Highways England logo, the Highways England logo should have greater prominence than the other logos, which should have equal prominence with each other. In this instance the Highways England logo must appear first followed by the statement delivering through, in Helvetica or Arial, followed by the contractor logos. Figure 2.1.5

    Figure 2.1.4

    Single contractor use delivering through

    A123Lock Cottages to Barley Field

    improvement scheme

    working onbehalf of

    Using other logos

    2.2

    Figure 2.1.5

    Numerous contractor use

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    The logos of other organisations can be included on documents if they represent a true partnership. Figure 2.1.6. This means a project or situation where all recognised participants contribute skills, materials or services. If it is not a true partnership, then other organisations can be referred to by name only on the inside of the publication, where applicable.

    Strategic Road Bridges Alongthe West Coast Main Line

    Structure Survey

    Date of Issue - May 2016

    Figure 2.1.6

    True partnership use

    Sub brands

    Highways England has one logo and one brand. Sub-brands undermine the corporate brand. Project teams or groups may wish to use an appropriate and consistent colour theme and treatment of text to build a repeatable and recognisable look and feel to their outputs. Only the colours and fonts listed in this document can be used in this way.

    Only high level and long term marketing campaigns may include an overarching linking element. These should not be used on Highways England branded material, although they may appear alongside the Highways England logo at the bottom of marketing/campaign materials. All publicity material relating to road safety must be referred to your regional Highways England communications team. They will consider the use of THINK! branding, in conjunction with the Department for Transport publicity team.

    All other usage scenarios, such as allia


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