Brand Guidelines - Scottish Natural Heritage - Brand... · distance walker or cyclist. Previously...

Brand Guidelines

3

Contents

About the Scotland’s Great Trails Brand and Key Messages 4

The SGT Logo – Pictogram and Logo Unit 6

Protecting the Pictogram and Logo Unit 8

Using the Pictogram 10

The Colour Palette 12

Typography 14

Photography 16

Language Values 18

Design Principles 20

4 Scotland’s Great Trails | Brand Guidelines

About the Scotland’s Great Trails Brand

Scotland’s Great Trails comprises a network of 20 longer distance routes. The new network represents the best trails Scotland has to offer the long distance walker or cyclist. Previously known as long distance routes, this re-branding and promotional campaign will highlight the opportunities to new audiences, encouraging more people to explore and enjoy the countryside. Only members of this network are eligible to use the marketing tools for Scotland’s Great Trails, and SNH leads on assessing membership of this network.

Scotland’s Great Trails can only be built by the people and organisations who embrace it.

The more organisations that use the marques, the more visible the campaign is, and the more successful Scotland’s Great Trails will be in helping people to understand its aims. We hope people will want to use the brand as an endorsement or working in partnership with their own organisation.

Our brand marque, colour and typography are distinctive visual elements of the identity and must not be altered to fit another brands’ own guides. We have provided several marques for use with partners; these are included below.

We recognise that any usage of the marque will be dependent on each organisation’s own brand guidelines – the example shows how the brand could be applied to work with Scottish Natural Heritage’s own identity.

5www.snh.gov.uk

Key Messages

Primary

Secondary

“Where will Scotland’s Great Trails Take You?”

“See Scotland Your Way”

“Take Yourself There”

Projects a sense of adventure and discovery with a very clear call to action.

Communicates flexibility – tailor it, dip in, or do the whole thing! Do it your way, it’s not just about walking – there’s something for everyone.

Reminds readers that all this great natural stuff is on their doorstep in Scotland – come and try it!


The SGT Logo

The Pictogram

The SGT pictogram is a key visual asset for the branded network of long distance routes and provides a readily understood identity for the collection of routes. The previous form was already familiar and recognisable to people who used some of these trails. Over time we would like the pictogram to become an instantly recognisable symbol to everyone, endorsing each and every route in the network.

The SGT pictogram has been carefully refined – it should never be distorted, manipulated, embellished or reproduced in colours other than those specified within this guideline. A suite of digital artworks have been created for use in specific instances. Care should be taken to choose the correct logo, at the appropriate size, to ensure that integrity and legibility of the pictogram is maintained at all times.

The Logo Unit

In addition to the refined pictogram we have created a new ‘logo unit’. This version of our logo defines the relationship between the SGT pictogram and the name.

The wording has been set in a typeface called Lexia Bold and we have chosen caps to ensure legibility as well as aesthetically balancing the final marque.

The logo unit is intended for use in situations where we are unable to use the pictogram as a stand alone element supported by a typographic titling system.

These instances may include: – Signage, where space is limited and press advertising campaigns,

where we need to build awareness. – Partnering and sponsorship, as well as certain digital, exhibition and

vehicle livery situations are where this device will maximise recognition.

7www.snh.gov.uk


Protecting the Pictogram

To further ensure the integrity and legibility of the SGT pictogram and SGT logo unit, an area of protection (or exclusion zone) directly surrounding each logo has been defined. No text or graphic elements should encroach into this area. This will help to ensure that the logos always appear on a neutral, uncluttered background area. The protective space around the pictogram and logo unit is defined in two different ways as follows:

Pictogram The area of protection is 0.5 ‘X’ — the ‘X’ value is derived from the height of the SGT pictogram.

The Logo unit The area of protection is 0.5 ‘X’ — the ‘X’ value here is derived from the total height of the pictogram, organisation name and strap-line taken together as a single unit.

0.5X Height

X Height

0.5X Height

0.5X Height

0.5X Height

Pictogram sizes

All dimensions given here are based on the height of the pictogram.

Minimum size 20mm wide

A6 20mm wide

A4 28mm wide

A5, 210x210mm 28mm height

A3 35mm height

A2 50mm height

A1 70mm height

A0 90mm height

9www.snh.gov.uk

Protecting the Logo Unit

PositionDue to the larger overall size of the logo unit the positions at which it can be placed have been rationalised to two. The logo unit should be positioned so that it is ranged left in either the bottom or the top corner of the page. This rule applies to both portrait (vertical) and landscape(horizontal) format artworks.

Special CircumstancesThese sizes are a guide only if on rare occasions a logo smaller than the minimum special use size (specified above) is required, you can use the logo unit without the strap line. The logo unit should be edited only in these circumstances.

The size used is left up to the discretion of the designer but great care should be taken to ensure that the logo unit remains legible.

0.5X Height

0.5X Height

0.5X Height

0.5X Height

X Height

Logo sizes

All dimensions given here are based on the height of the logo unit.

Special use 20mm height

Minimum size 25mm height

A6, A5 25mm height

210x210mm 25mm height

A4 28mm height

A3 28mm height

A2 31mm height

A1 38mm height

A0 50mm height


Using the Pictogram Creative use of the pictogram as an ‘O’ within relevant words is encouraged and supported. Some examples have been provided that designers or route managers may incorporate into adverts for walks or routes, websites or other media. The name Scotland’s Great Trails must remain in its original font of Lexia bold.

11www.snh.gov.uk


The Colour Palette

Core coloursThe palette for Scotland’s Great Trails is built on colours tried and tested for their effective use in countryside settings. It is hoped that they will be used widely and in time, become recognisable signifiers of the SGT brand.

The SGT colour palette is bright, positive and vibrant. These colours are ideal for information signage. They are complemented by neutral, secondary tones that act in support and as a point of balance.

Informed use of white space is also very important — by using it well we become more considered, un-cluttered and engaging. The positioning of elements within white space can also help emphasise hierarchy and focus attention.

13www.snh.gov.uk

100

%10

0%

100

%

50%

50%

50%

90

%9

0%

90

%

40%

40%

40%

80

%8

0%

80

%

30

%3

0%

30

%

70%

70%

70%

20%

20%

20%

60%

60%

60%

10%

10%

10%

SGT Green PMS 376CMYK 54/0/100/0RGB 132/189/0

SGT YellowPMS 396CMYK 10/0/95/0RGB 225/224/0

100

%10

0%

100

%

50%

50%

50%

90

%9

0%

90

%

40%

40%

40%

80

%8

0%

80

%

30

%3

0%

30

%

70%

70%

70%

20%

20%

20%

60%

60%

60%

10%

10%

10%

SGT AquaPMS 3125CMYK 85/0/18/0RGB 0/174/199

100

%10

0%

100

%

50%

50%

50%

90

%9

0%

90

%

40%

40%

40%

80

%8

0%

80

%

30

%3

0%

30

%

70%

70%

70%

20%

20%

20%

60%

60%

60%

10%

10%

10%

SGT Slate GreyPMS 431CMYK 45/25/16/59RGB 91/103/112

100

%10

0%

100

%

50%

50%

50%

90

%9

0%

90

%

40%

40%

40%

80

%8

0%

80

%

30

%3

0%

30

%

70%

70%

70%

20%

20%

20%

60%

60%

60%

10%

10%

10%

SGT BrownPMS 1545CMYK 20/76/100/70RGB 101/56/25

100

%10

0%

100

%

50%

50%

50%

90

%9

0%

90

%

40%

40%

40%

80

%8

0%

80

%

30

%3

0%

30

%

70%

70%

70%

20%

20%

20%

60%

60%

60%

10%

10%

10%


The wording “Scotland’s Great Trails” has been set in Lexia Bold.A beautiful, elegant and contemporary slab serif face, Lexia lends itself to a variety of applications across all kinds of media. Its strong serif is combined with softer, Humanist shapes, giving it the impact and dignity to work well with larger sizes, but also the legibility and openness for use as a text font for brochures, magazines and annual reports, with its unique italic working especially well. The use of caps in the logo unit helps ensure legibility as well as aesthetically balancing the final marque.

However, Lexia Bold is not available as a standard font on PC or Mac. Lexia font packages exist and the fonts can appear similar to Comic sans. These should not be used with the name.

To complement the name, we recommend using Arial. It is easily obtained and used and meets many of the criteria for legibility. Other standard fonts that could also be used with the name include Ravia, Shruti, Tahoma or Verdana. Consideration should always be given to accessibility design standards when selecting additional fonts.

Care should always be taken when choosing type sizes for a particular task – try to use as few sizes as possible. By limiting the number of sizes, more cohesive layouts can be achieved. Three type sizes are usually sufficient for most typographical situations.

Typography

15www.snh.gov.uk

The quick brown fox jumps over the lazy dog&?!(.,;:)@/*

Arial 32pt Regular

Arial 14pt Italic

Arial 14pt Italic bold

Arial

32pt Bold

Aa Bb 0 Cc Dd 1 Ee Ff 2 Gg Hh 3 Ii Jj 4 Kk Ll 5 Mm Nn 6 Oo Pp 7 Qq Rr 8 Ss Tt 9 Uu Vv Ww Xx Yy Zz





Photography

Users: The imagery used needs to include fun, smiling people of all ages: families with children, couples of different generations, and single people. The variety of modes should be demonstrated: walking, mountain biking, horse-riding or, if appropriate, paddling.

Landscape/scenery: breadth of scenery types should be reflected where possible.

Overall, the photographic style should seek to capture the sense of exhilaration, achievement, relaxation and escapism, mixing the ‘easier’ with the more challenging. Finally it needs to accurately reflect the type of equipment required without being overly intimidating or elitist.

17www.snh.gov.uk


Language Values

This is an example of the way we use language to bring the new brand to life. It should be used as a guide only, for the tone, content and style of our language. Of course, every piece will have a different objective to meet, depending on where it’s being used. There are, however, certain themes and principles that should inform all our written communications.

Fun Our copy should never be boring. We want to remind people of the fun they can have by getting out there. Scotland’s Great Trails are about adventure. We’re not just about walking. We’re about mountain biking, horse riding and kayaking. Writing with a smile on our pen will extend our appeal beyond just the serious walkers to families and younger people too.

Emotive Write from the heart. Copy shouldn’t simply describe what people can expect to see on one of the trails, but how that makes them feel. It should remind them of the emotional benefits of getting closer to nature – it’s healthy for the mind as well as the body.

Varied It’s important to get across the enormous range of things to see and do on one of Scotland’s Great Trails. But it’s more important to do it with originality and flair. Writers should look beyond the well-trod, cliched examples of Scottish wildlife and landmarks and challenge people to discover their Scotland, their way.

Some guidance notes for use of language and the new tone of voice.Help with writing copy ... some key approaches.

Questions Much of what we write will have the aim of getting people to reappraise their attitudes to the great outdoors. For newcomers to the trails, we want them to think about what they’ve been missing out on. For the more experienced, we want them to consider new routes and new ways of doing them. Using questions can help us do this. By getting people to question their behaviour, we’ll jolt them out of their comfort-zones. Some examples:

Whatever happened to our sense of adventure?

Isn’t it about time you discovered more of this great country?

What did you get up to at the weekend? The usual?

19www.snh.gov.uk

Emotive language As we said earlier, we should write from the heart. Our language shouldn’t be flowery or overblown, it should be conversational and honest. Everyday language isn’t boring if it’s personal and passionate.

For example, it’s okay to describe a view as ‘breathtaking’ or ‘awe-inspiring’ but too much of this kind of language can become bland and meaningless. So, where possible, we should look to include more personal descriptions. For example, why not say the view will ‘knock your socks off’ instead?

Coming face-to-face with nature can be described as ‘deeply humbling’, but it can also be described as making you ‘tingle from head to toe’ or ‘feel like you’ve just landed on a new planet’. The point is, we should mix it up. It keeps our communications fresh, relevant and engaging.

Where possible, writers should look to capture the feeling Scotland’s Great Trails give you. Here are some more examples;

We shouldn’t forget the feeling people get when they’re back home either (or in that cosy country pub at the end of the route), from the delightful ‘shoes-off moment’ at the end of the day to the sights and sounds that ‘stay with you long after the tired legs have gone’.

So, to conclude: let’s strive to use emotive, personal language that doesn’t take itself too seriously.

Media piece

This overall concept summary can be used when describing the suite of Scotland’s Great Trails as an entity. The paragraph can be used as an adjunct to media pieces, as an introduction to web pages or included on interpretive panels for any of the suite of routes. Obviously it can act as an introduction to any route description too.

‘…gets the blood pumping through the veins.’

‘…feel the warm glow of the afternoon sun on your face.’

‘…makes your whole body smile.’

Scotland’s Great Trails are nationally promoted trails for people-powered journeys. Each is distinctively way-marked, largely off-road and has a range of visitor services. At least 25 miles in length, they are suitable for multi-day outings as well as day trips. Collectively the 23 routes provide over 1500 miles of well managed paths from the Borders to the Highlands, offering great opportunities to explore the best of Scotland’s nature and landscapes and to experience our amazing history and culture.


Design Principles

The following examples provide ideas of how the logo and pictogram might be used in different designed media. Obviously there is considerable scope to use these new graphics in a variety of situations.

Web Page Layouts

Replace bullet points with pictogram to hightlight text

21www.snh.gov.uk

Emphasize headings through use of ‘graphic words’ (see page 10)


“Where will Scotland’s Great Trails Take You?”

Scottish Natural Heritage

“See Scotland Your Way”

Scottish Natural Heritage

Examples of 1/3 A4 leaflets – layout of front covers

Publications

23www.snh.gov.uk

Annandale Way

Example of information map

Area Maps

Recreation and Access GroupScottish Natural HeritageGreat Glen HouseLeachkin RoadInverness IV3 8NWTel 01463 [email protected]

Design: riverdesign.co.uk

Brand Guidelines - Scottish Natural Heritage - Brand... · distance walker or cyclist. Previously...

Documents

Transcript of Brand Guidelines - Scottish Natural Heritage - Brand... · distance walker or cyclist. Previously...