Authorised Testing Facility (ATF): brand identity guidelines...A4 landscape cover Example spreads...
Transcript of Authorised Testing Facility (ATF): brand identity guidelines...A4 landscape cover Example spreads...
Authorised Testing Facility
Brand identity guidelines Rev April 2014
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Contents The ATF propositionThe ATF brand propositionDVSA’s vision
The logoPrimary logoSecondary/portrait logoExclusion zonesMinimum sizesWhat not to do
Signage 14Mandatory signage for all ATFsThird Party Open Access ATFsmandatory signageTest lane signageAmbient branding
The brandColour paletteTypefaceWeb usageImageryA4 portrait coverA4 landscape cover
Example spreadsThe arcThe gradientImage placement
ApplicationCo-branded letterheadPowerPointATF provider co-branded advertisingMerchandise and clothing
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DVSAATF brand identity guidelines
The ATF proposition3
The ATF brandproposition
“ATFs will transform the delivery of testing. Theybring testing to the point of maintenance in a waythat allows DVSA to uphold the highest standardsof impartiality and independence.
“In doing so, they reduce cost and increaseconvenience for the ATF customer; create businessopportunities for ATF owners; and have a positiveimpact on both the environment and road safety.”
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DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
DVSA’s vision Safety Standards Service
The Driver and Vehicle Standards Agency (DVSA) contributes todelivery of government initiatives as part of the Motoring and FreightServices Group of the Department for Transport.
As a group, we are working together to provide modern and efficientservices to meet the needs of customers, while always remainingfocused on keeping drivers and vehicles safe and secure.
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The logo6
DVSAATF brand identity guidelines
Primary logoThis is the primary ATF logoshowing the text positionedto the right of the mark.
It is the default logo.
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Primary logoalternatives
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ATF primary logo (reversed out of green) ATF primary logo (reversed out of blue)
ATF primary logo (single colour black) ATF primary logo (reversed out of black)
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
Secondary/portrait logoThis is the secondary ATF logo,shown in its full colour version.
The text is always positionedbelow the mark.
In all instances, the primarylogo should be the fi rst option.However, the secondary logocan be used wherever physicalspace means the use of theprimary logo is not possible.
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Secondary/portrait logoalternatives
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ATF primary logo (reversed out of green) ATF primary logo (reversed out of blue)
ATF primary logo (single colour black) ATF primary logo (reversed out of black)
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
ExclusionzonesTo maintain clarity andlegibility, the logo markshould be positioned on thepage with an area of clearspace surrounding it – an‘exclusion zone’.
This ‘exclusion zone’ canbe measured as the heightof the MOT symbol, as shown.
The exclusion zone cannotcontain any other graphicelements or typography.
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Exclusion zones
Minimum sizesStationery and literatureThe logo should alwaysbeen shown as prominentlyas possible, However, inapplications where smalllogos have to be used such asbusiness cards, it must not bereproduced smaller than 26mmin width, and the secondarylogo should not be reproducedsmaller than 20mm in width.
Co-branded signageOn signage, the primarylogo must not be reproducedsmaller than 420mm x 200mm,and the secondary logo shouldnot be reproduced smaller than297mm x 297mm
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Printed material (stationery and literature)
Co-branded signage
For ATF signage refer to page 15
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
What not to doTo preserve its integrity andkeep the brand consistent,the logo should be used in itsoriginal form at all times, andnot redrawn, recoloured oraltered in any way.
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Signage14
DVSAATF brand identity guidelines
Mandatorysignage forall ATFsPrimary signSignage must be displayedas shown, at a mandatorysize of 1350mm x 625mm
Secondary signThe secondary sign may only beused when there is not enoughspace to display the primarysign. Signage must be displayedas shown, at a minimum size of600mm x 625mm.
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All ATFs must display at leastone sign, the primary optionbeing the preferred sign.
All signage must be displayedon an exterior wall, in aprominent position adjacentto the approved test lane(s),no part higher than 4.5m andno part lower than 1m fromthe ground.
Mandatory size 1350mm x 625mm
Mandatory ATF sign – secondary sign option
Mandatory ATF sign – primary sign option
Mandatory size 600mm x 625mm
Third PartyOpen AccessATFs mandatorysignageeg for boundary orsite entrance areas
Guidelines for usageIt is mandatory for all ATFs offeringtesting to Third Party OpenAccess customers to have exteriorsignage in place at the boundaryof the site, or at the site entrance,to clearly signal to customers thatthis site offers Third Party OpenAccess testing.
Every effort should be made toensure it is clear, consistent andprofessionally produced.
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Third Party Open Access ATF signs: examples
Horizontal sign Vertical sign
Horizontal sign with services listVertical sign withservices list
Services listed on the exteriorsigns should be adapted torefl ect types of test that theATF is authorised to deliver.
The ATF logo may be incorporatedwith the ATF’s own signage, using theminimum logo sizes. Refer to page 12,co-branded signage for details.
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
Recommendedtest lanesignage
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Minimum size 850mm x 75mm (proportions can be altered to suit)
Test lane signage
Test lane signage
Not to scale
AmbientbrandingCreating an experienceAlthough there’s no requirementto do so, the ATF brand andthese guidelines can be usedto create a fully rounded brandexperience on site.
For more information,please contact DVSA [email protected]
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DVSAATF brand identity guidelines
The brand19
Colour palettePrimary coloursThe primary colours for theATF brand are:
Green (Pantone 3298)Blue (Pantone 654)
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Spot coloursPantone 3298
Four colour processC: 100M: 0Y: 60K: 38
WebsafeR: 0G: 102B: 102
Hex# 006666
Spot coloursPantone 654
Four colour processC: 100M: 69Y: 0K: 38
WebsafeR: 0G: 0B: 102
Hex# 000066
DVSAATF brand identity guidelines
Spot coloursPantone 654
Four colour processC: 100M: 69Y: 0K: 38
WebsafeR: 0G: 0B: 102
Hex# 000066
DVSAATF brand identity guidelines
TypefaceThe ATF primary typefaceis Arial.
To ensure accessibility, 12ptis the minimum recommendedsize for text.
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Arial (Regular, Bold and Italic weights)
Arial regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890Arial bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890Arial italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890
Arial bold italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890
Web usagePrimary coloursFor documents that are viewedonline through web browsers(websites) the following shouldbe observed:
RGB or Hex colours:
GreenRGB = R0, G102, B102Hex = 006666
BlueRGB = R0, G0, B102Hex = 000066
Minimum logo sizes:
Primary logo: 147 pixelsSecondary: 85 pixels
TypefaceFor all online communicationArial should be used.
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Green
WebsafeR: 0G: 102B: 102
Hex# 006666
WebsafeR: 0G: 0B: 102
Hex# 000066
Blue
Online/web font is Arial
Arial regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890Arial bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
ImageryAll imagery should be relevantto the transport and logisticssector. It should be set in the‘real world’, not staged anddepict realistic situations.
Any vehicle-basedphotography should showvehicles in the UK and people-based imagery should alwaysfeature actual ATF or DVSAstaff and customers, ratherthan models.
In DVSA publicity, third-partylogos and vehicle registrationsshould be removed, correctworkwear shown whereapplicable, and permissionfor usage should be requestedfrom any DVSA staff featuredin the photography.
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Vehicle-based imagery People-based imagery
A4 portraitcover
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ATF Primary logoA4 portrait size of 85mm
Main headingArial regular 28pt on 35ptleading. Blue or greenheading.
Supporting pictureThese can be colour orduotone pictures (duotoneimage must match thecolour of the circular frame)
Main picture
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
A4 landscapecover
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ATF Primary logoA4 landscape size of 100mm
Main headingArial regular 28pt on 35pt leading
Supporting pictureThese can be colour or duotone pictures (duotone image must match the colour of the circular frame)
Main picture
ExamplespreadsThe example spreads showngive guidance on typographyand font sizes in printedcommunications.
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Section headingArial bold 22pt on 26pt leading
Single line headingArial regular 55pt
Double line headingArial regular 42pt on 50pt leading
Introduction copyArial regular 16pt on 21pt leading
Sub-headingArial bold 16pt on 21pt leading
Body copyArial regular 12pt on 16pt leading
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
The arcAlongside colour and imagery,the third element that givesthe ATF its distinctive visualidentity is the use of graphics.
As these non-prescriptiveexamples to the right illustrate,we have introduced the ‘Arc’.
This graphic device is basedon the circular ATF symbol.It is versatile, though mosttypically used to frame imagesand add emphasis to importantinformation.
This element allows morecreative interpretation ofthe visual identity, withoutsacrifi cing the ATF brand’sauthority and consistency.
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Arc can be positioned anywhere, but onan A4 sheet its line width should be 40pt.The two examples shown here depict howthe arc is cropped from a master circlewith line width of 40pt.
For documents of different dimensionssee the following page for line widthguidance.
Example 1
A master circle with 40pt linewidth creates the arc.
Example 2
A smaller master circlecreates a steeper curvein the arc. 40pt line widthalso applied.
The arcArc line weightTo maintain a consistentproportion between the sizeof the page and the line widthof the arc, the following shouldbe adhered to:
A2 page line width 80pt
A3 page line width 56pt
A4 page line width 40pt
A5 page line width 28pt
A6 page line width 20pt
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For guidance on the position ofthe arc see the previous page
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
The gradientWhenever the arc graphicis used it should contain agraduated line as shownin the examples on this page.
3 types of gradient can be useddepending on the layoutbackground colours.
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Against a white backgroundonly the blue to green gradientcan be used.
Usable gradients
ImageplacementAs shown in these non-prescriptive examples on theright, the arc can be usedto frame main imagery. Asupporting image can also beincluded using a circular imageborder placed on the arc.
The colour of the supportingimage border is dependent onits position on the main arc.
The gradient on themain arc begins after thesecondary image.
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DVSAATF brand identity guidelines
Application31
Co-brandedletterheadThe example shown indicatesthe positioning of the ATFlogo in dual companydocumentation.
It should, if possible, sit bottomright but if third-party brandingdoes not allow this, it can sitbottom left.
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DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
PowerPointcover slide
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Cover slide
PowerPointcontent slide
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Cover slide
DVSAATF brand identity guidelines
DVSAATF brand identity guidelines
PowerPointcolour paletteand otherpagesIn certain instances, forexample, where graphs arenecessary, a secondary colourpalette should be used.
These secondary PowerPointcolours allow you to creategraphs with both a unifi edcolour scheme or graphsfeaturing contrastingcoloured data.
See the pie and bar chartson the right for examples.
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Primary colours
Secondary PowerPoint Colours
Pie chart example slide
Graph example slideText example slide
DVSAATF brand identity guidelines
ATF providerco-brandedadvertisingIt is not mandatory for ATFproviders to display ATF brandingon their advertising. However,where it is featured, the followinglogo guidance should apply.
For horizontal rectangular logoshapes, where possible theprimary logo size should be 66% ofthe length of the partner logo. Thesecondary logo should be no morethan 33% of the partner logo.
For logo shapes that occupyan area in a square or verticalrectangular shape, where possiblethe primary logo should be nomore than 133% of the length ofthe partner logo. The secondarylogo should be no more than 66%of the length of the partner logo.
In any case, the primary andsecondary ATF logos shouldnever be reproduced smaller thanthe minimum sizes outlined onpage 12.
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Horizonal provider company logo
Square or vertical provider company logo
The primary logo is set to66% of the length of thepartner logo.
In this example of limited space, thesecondary logo would take up toomuch space, and so has defaulted tothe minimum size allowed.
EXAMPLE ADVERTISING EXAMPLE ADVERTISING
provider company logo
provider company logo
provider company
logo
provider company logo
DVSAATF brand identity guidelines
Merchandiseand clothingThese are examples only andare not actual merchandiseavailable.
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DVSA Head Office
Berkeley HouseCroydon StBristol, BS5 0DA
Telephone 0300 123 9000Email [email protected]/ATF