BRAND GUIDELINES - Kendal Town · PDF fileCONTENTS KENDAL BRAND GUIDELINES 02 CONTENTS ......

B R A N D G U I D E L I N E S

KENDAL BRAND GUIDELINES 02CONTENTS

C O N T E N T S

HELLO 03

THE BRAND COMPONENTS 04TONE OF VOICE 05 LOGO 12MASTER LOGO 13MONO 14REVERSE 15MINIMUM SIZE 16EXCLUSION ZONE 17T YPOGRAPHY 18COLOUR PALETTE 20LOCAL ICON SET 22

THE BRAND IN ACTION 24ONLINE AND SOCIAL MEDIA 28PROMOTIONAL MATERIALS 31ADVERTISING 38GUIDELINES SUMMARY 50

H E L L O

Welcome to Kendal! A traditional market town built on the wool trade, that has developed into a diverse cultural hub.

The new destination identity detailed within these guidelines reflects this heritage. The logo is itself inspired by woollen threads being fed on to a loom.

Here you’ll find a brand of playful patterns and inspiring imagery, full of character and characters.

These guidelines will provide you with everything you need to start working with Kendal’s destination branding. Including fonts, icons, colours and an ever expanding image library. Have fun!

KENDAL BRAND GUIDELINES 03WELCOME

T H E B R A N DC O M P O N E N T S

This is where you will find everything you need to start using the Kendal brand, including the logo, fonts and colour palette.

H O W I T ’ S M A D E U P

KENDAL BRAND GUIDELINES 04HOW IT’S MADE UP

A brand is never just about how it looks, how it sounds is just as important.

Whether it is a headline on an advert, a piece of body copy on a website or this introduction, a consistent tone of voice helps to complete the look and feel of the brand.

Here are some guidelines on copywriting for Kendal.

T O N E O F V O I C E

KENDAL BRAND GUIDELINES 05TONE OF VOICE

D E S C R I B I N G K E N D A L

What do we want people to discover? What makes Kendal special, and different to other market towns?

Cultural attractions.A vibrant market town where you can enjoy national culture, arts and ambitious events.

Quality shopping.More than you’d expect from a market town.

Always something to do - whatever the weather.

A place that’s easy to get to and well-connected.

Beautiful surroundings - we’re in tune with them.

An enviable, innovative lifestyle.

How can we sum this up in a simple sentence - that sets Kendal apart from other market towns? (Not a strapline, but a descriptor)

More than a market town. More than a market town on the edge of the Lakes.


C O M M U N I C A T I O N S - O U R B R A N D T O N E O F V O I C E

How do we want to make our visitors feel?

Welcome.Connected with the people and their community spirit.

Sense of well-being, relaxed and calm.The feel of a safe town in peaceful natural surroundings that’s easy and stress-free to explore.

Inspired and intrigued. Connected with Kendal’s creativity and entrepreneurial spirit, curious to find out more.

V O I C E O F T H E P E O P L E

Kendal is a welcoming town made special by its community vibe and creative, entrepreneurial spirit. Attributes that make Kendal different and special are driven by the spirit of the town’s people. So let’s make this brand feel personal.

Using first personal plural (we, our) in headlines and promotional copy creates a warm and friendly, conversational feel. This will help our audiences feel connected with the people who will welcome them - the real identity of Kendal.

This conversational tone opens up opportunities to be creative, bright and quirky. Asking questions (did you know?) instead of overloading with formal information. Maintaining a fresh, contemporary feel.

In the places where visitors will search for information, let’s give the feel of a calm, relaxing environment by keeping copy short, simple and from the heart rather than overloading with information. That way we can appeal to a broad audience.


O U R C H A R A C T E R I S

Warm and welcoming

Creative, bright and sometimes a little quirky

Relaxed and calm - a sense of wellbeing


W E W R I T E - A S T H E V O I C E O F T H E P E O P L E

This is our town - it’s our own spirit, character and creativity that makes Kendal special.

So in promotional copy we write as ourselves - using first person plural. Be clear and confident - show you’re proud of your hometown.

‘WE LOVE’ ‘WELCOME TO OUR TOWN’ ‘DISCOVER OUR’

Explore how you can do this in the sample copy, on page 9.

T E L L I N G K E N D A L ’ S S T O R Y - C O P Y E X A M P L E S

Kendal’s Shopping You’ll be surprised at what you find on our ancient cobbled streets. Get to know our quirky independent retailers. Shop your favourite high street brands. Join the bustle at our weekly markets.

Kendal’s Art Scene The arts are part of life in Kendal.Join us for live music or laugh at live comedy. Lose yourself in an internationally renowned art exhibition, or catch the latest movies at The Brewery. Learn to dance, craft or draw. We’ll inspire you to open your eyes, your ears and your mind.

Kendal The Festival TownThis quirky old town is full of new ideas. All year round, our festivals and events summon creativity from all over the world. Film, food, street performance, outdoor culture…come along and celebrate what you’re into.

Kendal’s Food And DrinkLife tastes great in Kendal. Eat, drink, relax. Meet our friendly artisan producers and sample our favourite treats. Join us for a celebration of all things edible at Kendal’s annual festival of food. Find your favourite local restaurant or cafe…or why not stick around for a pint of local ale?

Kendal’s Sense Of AdventureFollow your sense of adventure - whatever the weather. Stroll through the world famous landscapes that surround our town. Find new perspectives as you explore our intriguing Kendal Trails. Rainy day? Head to the climbing wall or try something new to get your juices flowing.

Kendal’s Intriguing HistoryOur history makes us who we are - and it’s everywhere. Discover the history of our famous yards. Find out why ‘wool is our bread’. Wander up to Kendal Castle and enjoy panoramic views as you picture the lives of our ancestors. You won’t believe the stories you’ll find in our historic market town on the edge of the Lake District.

Kendal OutsideWe’ll make sure you leave feeling refreshed. In Kendal we’re surrounded by beauty. Reflect at the riverside, relax in our green spaces and gaze out to the spellbinding Cumbrian fells. Take your time, take it easy - leave with a true sense of wellbeing.


L E X I C O N

Kendal’s Shopping

It is

Surprising“Superlative” (The Times)Independent and quirkyHigh qualityFriendlyEasy to reach by car, bus or trainRelaxing to browse

It has

CharacterIndividualitySurprising varietyArtisan producersFamous yardsQuaint cobbled streetsContemporary high street

Action

Meet our independent retailersRelax and browseExploreTake it easyWander Try our local favourites

Kendal’s Arts Scene

It is

VibrantInspiringPart of life in KendalContemporaryHighly regardedAdventurousAccessible Creative

It has

International importanceSomething for everyoneEvening entertainmentWorld famous artistsLive music worth travelling forIndependent artistsCreative entrepreneursThe Brewery Arts Centre

Action

Join usLose yourself inDiscover the creative spirit of our townMeet our friendly creatives Find what inspires you


L E X I C O N

Kendal The Festival Town

It is

Full of ideasYear-round celebrationsSomething different to experienceWorld-class events in beautiful surroundings Our festivals attract visitors from near and far

It has

CreativityAmbitionPassionCommunity spiritWorld firstsInternational importance

Action

Join our celebrationsGet involvedTry something newFind a new passionMake a holiday of itExperience something different


Here you’ll find the Logo for the Kendal Brand and the ways in which it can be used.

L O G O

KENDAL BRAND GUIDELINES 12LOGO

Inspired by wool, the Kendal logo is rooted in tradition but like the town it represents, it has a contemporary edge.

The master logo should only be reproduced in Kendal Green, shown here, or White if being reversed out of a block colour or image.

See page 15 for the reverse logo.

M A S T E RL O G O


On the rare occasions that colour isn’t available you can use the Mono version below.

Using a solid black rather than a tint of grey ensures the strength of the Kendal brand remains intact.

All the rules regarding the Minimum Size versions and the Exclusion Zone still apply.

M O N O


This Reverse version of the logo is primarily used when it is placed on a block colour.

The reverse option is also useful when placing the logo on imagery to give it clarity against busy backgrounds.

See examples of this on pages 25-27.

R E V E R S E


The Kendal logo is designed primarily for display purposes, it’s bold lines are best enjoyed up close. However, there are occasions when space is at a premium where the logo must be reduced down.

To keep the Logo legible in all applications, follow the guidelines shown here. We’ve enabled the logo to fit into the tightest of spaces by creating a block version of the lettering which sits with the icon used in social media applications (see page 30).

M I N I M U MS I Z E

30mm

15mm


The exclusion zone shown below aims to keep the Kendal logo’s integrity intact, particularly when set alongside other logos.

The exclusion zone should remain in proportion to the size of the logo. You can therefore, use the ‘K’ as your guide to set out the space.

E X C L U S I O NZ O N E


A font can say a lot about what type of brand you are. For Kendal the chosen font is one that is sympathetic to the logo with it’s softened edges and to the town with it’s approachable modern feel.

T Y P O G R A P H Y

KENDAL BRAND GUIDELINES 18T YPOGRAPHY

Chosen for its clarity, warmth and above all modern looks, Tondo provides a great compliment to the logo with its softened edges.

T O N D O

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz0123456789


ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

A friendly font that is as welcoming as a warm fire in winter

KENDAL BRAND GUIDELINES 19T YPOGRAPHY

The Colour Palette for the Kendal Brand is directly inspired by the local area.

C O L O U R P A L E T T E

KENDAL BRAND GUIDELINES 20COLOUR PALETTE

Below are all the details you need to use for the Colour Palette.

When creating single colour jobs or requiring a colour reference for things such as vinyl, use the Pantone ref.

For full colour print use the CMYK reference and for screen use RGB.

C O L O U RP A L E T T E

Kendal Green

PANTONE 354C80 M0 Y80 K0R0 G167 B93

Parr Pink

PANTONE 239C10 M80 Y0 K0R219 G81 B151

Kent Blue

PANTONE 311C70 M0 Y10 K0R29 G186 B223

Strickland Yellow

PANTONE 122C0 M15 Y85 K0R255 G214 B49

Postman Red

PANTONE 185C0 M95 Y65 K0R230 G34 B67

Auld Grey

PANTONE 185C9 M11 Y13 K20R201 G195 B190

New Grey

PANTONE COOL GREY 11C44 M34 Y22 K77R59 G60 B67

Romney Red

PANTONE 194C35 M100 Y85 K35R128 G25 B32

Carr orange

PANTONE 166C10 M65 Y100 K0R222 G111 B16

Ultramarine Blue

PANTONE 280C100 M75 Y0 K20R2 G62 B132

Herdwick Purple

PANTONE 512C60 M90 Y10 K10R121 G51 B122

Archers Green

PANTONE 329C100 M0 Y40 K40R0 G110 B115

KENDAL BRAND GUIDELINES 21COLOUR PALETTE

To compliment the logo a suite of icons have been devised to work across a wide range of applications.

L O C A L I C O N S

KENDAL BRAND GUIDELINES 22ICONS

This suite of icons can be used to reflect and promote Kendal.

L O C A L I C O N S

H I S T O R Y & H E R I T A G E

A R T S & C U L T U R E

B U S I N E S S

T R A V E L & T R A N S P O R T

F O O D & D R I N K

P A R K S & G A R D E N S

E D U C A T I O N & L E A R N I N G

S H O P P I N G

T O U R I S TI N F O R M A T I O N

E V E N T S & F E S T I V A L S

S C E N E R Y

S P O R T S & L E I S U R E

KENDAL BRAND GUIDELINES 23ICONS

T H E B R A N DI N A C T I O N

This section shows how the identity works in practice, by using mock-ups of a variety of executions aimed at inspiring your projects with the Kendal brand.

H O W I T W O R K S I N P R A C T I C E

KENDAL BRAND GUIDELINES 24THE BRAND IN ACTION

P A R K S & G A R D E N S

K E N D A L P A R K S & G A R D E N S


C U L T U R A L Q U A R T E R

A R T S &C U L T U R E


Here’s some examples of how the Kendal Brand might look Online and for Social Media.

O N L I N E A N D S O C I A L M E D I A

KENDAL BRAND GUIDELINES 28ONLINE AND SOCIAL MEDIA

A website mock-up showing how the brand might appear online.

O N L I N E

D I S C O V E R H I D D E N YA R D SE X H I B I T I O N S & E V E N T S

F R E S H P R O D U C E K E N DA L I N B LO O M

B E S P O K E S H O P P I N G

TO P F I V E T H I N G S TO D O YO U R G U I D E TO W H AT ’ S O N

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque augue edirasia, ferm entum ut tortor vel, laoreet edisia rederiat.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque augue edirasia, ferm entum ut tortor vel, laoreet edisia rederiat.


Visit Kendal

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque augue tellus, fermentum ut tortor vel, laoreet consectetur leo proin et purus magna.

For social media a separate icon has been designed to grab attention among a sea of disparate identities.

S O C I A L M E D I A

Visit Kendal@visitkendal

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Quisque augue tellus, fermentum ut tortor vel, laoreet consectetur leo. Proinet purs magna. #kendal


Here’s some examples of how the Kendal Brand might be used locally.

P R O M O T I O N A LM A T E R I A L S

KENDAL BRAND GUIDELINES 31PROMOTIONAL MATERIALS

This section provides some starting points for advertising campaigns using the Kendal brand values, which are sample/suggested ideas that can be built upon.

A D V E R T I S I N G

KENDAL BRAND GUIDELINES 38ADVERTISING

T H I S I S M Y B R E A D


T H I S I S M Y B R E A DDA N N Y - S C U L P T E R , T H E FA C TO R Y


T H I S I S M Y B R E A DA L I S O N - C O LO U R T E C H N I C I A N , C R O P P E R S


PHOTOGRAPHY: STEVEN BARBER

T H I S I S M Y B R E A DS A M - C L I M B I N G I N S T R U C TO R , K E N DA L C L I M B I N G WA L L


PHOTOGRAPHY: STEVEN BARBER

I T ’ S M I N T !


T H I S I S M I N T !T H I S I S M I N T F E S T - S T R E E T A R T S F E S T I VA L


T H I S I S M I N T !T H I S I S T H E L A K E S I N T E R N AT I O N A L C O M I C A R T S F E S T I VA L


T H I S I S M I N T !T H I S I S K E N DA L C A L L I N G - LO W T H E R D E E R PA R K


T H E G L O B A L B R A N D


S I R E D M U N D H I L L A R Y , S H E R PA T E N Z I N G A N D K E N DA L M I N T C A K E - M T . E V E R E S T


E R N E S T S H A C K L E TO N , E X P E D I T I O N T E A M A N D K E N DA L M I N T C A K E - A N TA R C T I C A


A quick overview and summary of the Kendal brand as a handy reference.

G U I D E L I N E SS U M M A R Y

KENDAL BRAND GUIDELINES 50SUMMARY

The minimum size for the logo is 30mm wide. Use the ‘K’ to measure the exclusion zone (this should be equal on all sides).

The social media icon can be used across all social platforms and as a minimum size logo when the logo needs reducing beyond 30mm.

L O G O & I C O N

T Y P O G R A P H Y



ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

T O N D O


P H O T O G R A P H Y

C O L O U R P A L E T T E


Kendal Green

PANTONE 354C80 M0 Y80 K0R0 G167 B93

Parr Pink

PANTONE 239C10 M80 Y0 K0R219 G81 B151

Kent Blue

PANTONE 311C70 M0 Y10 K0R29 G186 B223

Strickland Yellow

PANTONE 122C0 M15 Y85 K0R255 G214 B49

Postman Red

PANTONE 185C0 M95 Y65 K0R230 G34 B67

Auld Grey

PANTONE 185C9 M11 Y13 K20R201 G195 B190

New Grey

PANTONE COOL GREY 11C44 M34 Y22 K77R59 G60 B67

Romney Red

PANTONE 194C35 M100 Y85 K35R128 G25 B32

Carr orange

PANTONE 166C10 M65 Y100 K0R222 G111 B16

Ultramarine Blue

PANTONE 280C100 M75 Y0 K20R2 G62 B132

Herdwick Purple

PANTONE 512C60 M90 Y10 K10R121 G51 B122

Archers Green

PANTONE 329C100 M0 Y40 K40R0 G110 B115

A D V E R T I S I N G

T H I S I S M I N T !T H I S I S M I N T F E S T - S T R E E T A R T S F E S T I VA L

T H I S I S M Y B R E A DDA N N Y - S C U L P T E R , T H E FA C TO R Y


For further information please contact:

Paula ScottKendal Futures

T: 01539 793284 E: [email protected] coming soon

C O N T A C T S

BRAND GUIDELINES - Kendal Town · PDF fileCONTENTS KENDAL BRAND GUIDELINES 02 CONTENTS ......

Documents

Transcript of BRAND GUIDELINES - Kendal Town · PDF fileCONTENTS KENDAL BRAND GUIDELINES 02 CONTENTS ......