National Trust Brand Standards (PDF) -...

National Trust

For places, for ever, for everyone

Brand standards

National Trust

2 Print National Trust / Brand standardsContents

Contents

Contents

3 What we stand for

5 Design idea

7 Logo

17 Elements18 Frame28 Colour30 Typeface35 Shapes

37 Images55 Supporterimagery58 Illustration60 Maps(notional)

61 Words72 Style73 Bilingualtext

74 Your place

76 Accessibility

78 Partners

82 Essential information83 Wordings84 Thingstocheck

Thesestandardswill helpyouproduce communicationthatlives andbreathesthe National Trust brand. Pleasetaketimetoreadthroughthem,andto seehowallthecomponentsworktogether.

Go to brandcentre. nationaltrust.org.uk forready-to-useartworks andtemplates.

Formorehelpandadvicecontactyourconsultancy orthedesignandcorporateidentityteamatHeelis.

National Trust / Brand standardsPrintContents3

Theideasattheheartofthe National Trust

What we stand for


Whatwestandfor

For placesWestandforbeautifulandhistoricplaces.Welookafterabreathtakingnumberandvarietyofthem—eachdistinctive,memorableandspecialtopeoplefordifferentreasons.Ourjobistokeepthespiritofeachoftheseplacesalive.

For everOurresponsibilityistogivetheseplacesalifefarintothefuture,whichmeanscaringforthembeautifully,helpingthemevolveovertime,andactinginawaythathelpsprotecttheplanetwe’repartof.

For everyoneOurplacesareopentoall,andwethrivebyinvolvingasmanypeopleaspossibleinwhatwedo—localcommunities,members,visitors,volunteersanddonors.Wehelppeoplebelongtoplaces,andplacesbelongtopeople.

Weallneedbeautyinourlives.Weallneedfreshair,opendoors,hiddendepths,newviews.Weneedplacesthatcanliftourspiritsandhelpustofindadifferentrhythminourlives.Thiskindofrefreshmentisn’taluxury:it’svital.Weoffereveryone:

Access to the extraordinaryExperiencesthatliftusphysicallyandemotionally,andhelpusconnectwithhistory,cultureand nature.

Awareness of our place in timeExperiencesthathelpusconnectthefuturewiththepast.

A shared sense of making a differenceBeingpartofsomethingthatmattersto,andcanbeenjoyedby,everyone—awholemovementofpeople.

Love placesWelovespecialplaces.Weallvaluespecialplacesandtheroletheyhaveinpeople’slives.Weunderstandandkeeptheirspiritalive,conservingournaturalandculturalheritageforgenerationstoenjoy.Wecelebratethedistinctivenessofourplaces,keepingthemhonestandauthentic,notuniform,fakeorunloved.WeareallambassadorsfortheTrust,promotingtheimportanceofspecialplacesandtheexperiencestheyoffer.

Share our common purposeWeworktogethertolookafterspecialplacesforever,foreveryone.Wetrustand empowereachothertomaketherightdecisions,workingcollaborativelyandatpace. Webuildeffectiverelationships,learningfromeachotherandpromotingsimplicity,fairness,innovationandlearning.Asweworktowardsachievingourcommonpurposewe’reclearonwhatwe’reaccountablefor,makingdecisionswithinagreedframeworks.

Inspire peopleWeinspirepeopletolovespecialplaces.We’rewarm,welcomingandactivelypartof thecommunitiesaroundus.Weencourageandlistentootherpeople’sviews,needs andsuggestionsandweexceedpeople’sexpectationswithourpositive‘can-do’attitude. Wethrivebyinvolvingpeopleinwhatwedo,inspiringthemtoshareourpassionfor specialplaces.

Think long termWelookafterspecialplacesforpeopleforever.We’redynamic,far-sightedandready toleadforthelongterm.Webehaveinasustainableway,reducingourimpactontheenvironmentandspendingwiselytomakesurewehavethefinancialsecuritytolookafterspecialplacesforever.Wekeepthingssimpleandareimaginativeaboutfindingbetter waystodothings.

For places,for ever,for everyone

Essentialrefreshment

Inspiringeveryone

What we stand for

What we give people

What we’re like


Howthewaywelookandtalkhelpsustoconnectpeopletothespecialplaceswelookafterandtheworkwedo

Design idea


Designidea

TheNationalTruststyleisdesignedtohelpconnectpeopletothespecialplaceswelookafterandtheworkwedo,by:

Putting the supporter centre stageUsingphotographsandillustrationsthatevoke supporters’experiencesofNationalTrustplaces.

Helping us to be welcoming and inviting Celebratingtheoakleafsymbol,bymakingitbig.

Usingawholerangeofcolours,allbright andfresh.

Talking in a warm and authentic wayUsingtheNationalTrust’swarmtypeface, inspiredbya1748inscriptionoriginallyinthe grottoatStourhead.

Writinginaconversationalstylethatstartswith theaudience’sinterests.

Celebrating placeExpressingthespiritofeachplaceinevocative wordsandimages.

Thebrandstandardsshowhowallthisworks

How to inspire


Formillionsofpeople,thisisthe symbolthatsumsusup

Logo


Logo

Ourlogo Our oak leaf and logotype

Theoakleafsymbol,whichwe’veusedsincethe1930s, isuniqueanddistinctive.

Thelogotypesimplystatesourname. We’vedroppedthe‘The’,tomakeuslessformal. InWales,weusethebilinguallogo(Welsh/English).

Theoakleafandlogotypetogetherformourlogo.

Asmallnumberofhigh-profilecampaignsandpartnerships havetheirownlogos,incorporatingtheNationalTrustlogo, coloursandtypeface.

Oakleaf

Logotype

Ourlogo

9 PrintContents National Trust / Brand standards

Versions of the logo

Therearefourwaystoshowthelogo:

StandardAlternativehorizontalReducedsize,foruseatsmallersizesmaintaining thelegibilityofthelogotype‘insupportof’,forusebysupportergroups

Ourlogo

Logo

Standard

Reducedsize

Insupportof

Alternativehorizontal


Ourlogo

Logo

Colour versions of the logo

Thelogoisavailablein21differentcoloursplusblackandwhite. Seepage28forcolourbreakdownsandspecifications.

Whenyouneedalogopleasedownloaditfromthebrandcentre.

Go to brandcentre.nationaltrust.org.ukandselectcoreartworkfinder,wherebyfollowingtheeasyquestionandanswerprocess youcanselectanddownloadthecorrectartworkforyourproject.

Standard

Reducedsize

Insupportof


Greens Pantone®356 Pantone®7481 Pantone®7488 Pantone®389 Pantone®384

Darks Pantone®213 Pantone®021 Pantone® 1788 Pantone®227 Pantone®525 Pantone®3125 Pantone®286 Pantone® 2768 Pantone®425

Lights Pantone®706 Pantone®317 Pantone®7541 Pantone®587 Pantone®7485

Metallics Pantone®871 Pantone®877

Mono Black White

Greens Pantone®356 Pantone®7488

Darks Pantone®213 Pantone® 1788 Pantone®3125 Pantone®525


Mono Black White

Greens Pantone®356

Mono Pantone®ProcessBlack White


Logo

Ourlogo

Standard

Reducedsize

Insupportof


Versions of the logo: Wales

TheNationalTrustbilinguallogo(Welsh/English)hasfourversions:

StandardAlternativehorizontalReducedsize,foruseatsmallersizesmaintaining thelegibilityofthelogotype‘insupportof’,forusebysupportergroups


Logo

Ourlogo Colour versions of the logo: Wales

Standard

Reducedsize

Insupportof


Greens Pantone®356 Pantone®7481 Pantone®7488 Pantone®389 Pantone®384

Darks Pantone®213 Pantone®021 Pantone® 1788 Pantone®227 Pantone®525 Pantone®3125 Pantone®286 Pantone® 2768 Pantone®425

Lights Pantone®706 Pantone®317 Pantone®7541 Pantone®587 Pantone®7485


Mono Black White

Greens Pantone®356 Pantone®7488

Darks Pantone®213 Pantone® 1788 Pantone®3125 Pantone®525


Mono Black White

Greens Pantone®356

Mono Pantone®ProcessBlack White

Colour versions of the logo: Wales

Thebilinguallogo(Welsh/English)isavailablein21different coloursplusblackandwhite.Seepage28forcolourbreakdowns andspecifications.

Whenyouneedalogopleasedownloaditfromthebrandcentre.

Go to brandcentre.nationaltrust.org.ukandselectcoreartworkfinder,wherebyfollowingtheeasyquestionandanswerprocess youcanselectanddownloadthecorrectartworkforyourproject.


Logo

Clear space

Tomaketheoakleafandlogotypestandout, don’tputanytextorimagesintheclearspaceshown inthediagramsabove.

Clearspaceprinciples: Abovethelogo,leavespaceequivalenttohalfanoakleaf Totheleft,againleavehalfanoakleaf Totheright,leaveawholeoakleaf Below,leaveawholelogotype

Ourlogo


Logo

Ourlogo Minimum size

Thesmallestlegiblesizeforthelogoforbothprintand screenareindicatedabove.Minimumsizesforotherprocesses, likeembroideryorengraving,varyforeachprocess: werecommendcarefultesting.

25mm 71pixels

15mm 43pixels

15mm 43pixels

15mm

71pixels

Print logo Reducedsize

Screen logo Reducedsize

Print logo Insupportof

Screen logo Insupportoff

Print logo Alternativehorizontal

Screen logo Alternativehorizontal

Print logo Standard

Screen logo Standard


Clear space: Wales

Tomaketheoakleafandlogotypestandout, don’tputanytextorimagesintheclearspace showninthediagramsabove.

Clearspaceprinciples: Abovethelogo,leavespaceequivalenttohalfanoakleaf Totheleft,againleavehalfanoakleaf Totheright,leaveawholeoakleaf Below,leaveawholelogotype

Ourlogo

Logo


Print logo Reducedsize

Screen logo Reducedsize

Print logo Insupportof

Screen logo Insupportoff

Print logo Alternativehorizontal

Screen logo Alternativehorizontal

Print logo Standard

Screen logo Standard

Minimum size: Wales

Thesmallestlegiblesizeforthebilinguallogoforbothprintand screenareindicatedabove.Minimumsizesforotherprocesses, likeembroideryorengraving,varyforeachprocess: werecommendcarefultesting.

Ourlogo

Logo

17mm 48pixels

46.5mm 136pixels

14mm 40pixels

14mm

67pixels


Thedesignelementsthatmakeour communicationinstantlyrecognisable

Elements


Elements

Frame Our frame

Whereappropriate,thelayoutofcoversandpostersisbased ontheideaofapictureinaframe.

Thepictureshowsthesupporter’sexperience,inawaythat makespeoplewanttobethereandtakepart.Theimagemay beanevocativephotograph,anillustrationorevenapoem. Theseimagesaresometimescreatedbysupportersthemselves: visitors,members,volunteers,employees.TheNationalTrust’s distinctiveoakleafisinthesupporter’sspace.Wewant supporterstofeelitbelongstothemall,notjusttothecharity.

Place name


Elements

Frame Our frame

TheframeiswheretheNationalTrustinvitespeople in.TheTrustshouldcomeacrossaslessofalandownerand moreofanenabler.Thelogotypeisinformalandwelcoming. Theplacenameisprominent,helpingtocommunicate thedistinctivenessofeachplace.

Little Moreton HallAt sea in Cheshire, in this creeking, reeling wooden house that feels more like a ship www.nationaltrust.org.uk

The National Trust is a registered charity no. 205846


BlicklingPiece together your memories of this Jacobean palace, planted among the greens and blues of Norfolk www.nationaltrust.org.uk


Elements

Our frame

Thetext,logoandframe-linearealwaysinthesamecolour.Tomakeiteasytodesignusingtheframe,thecompletecombinationofoakleaf,logotypeandframe-lineisavailableintemplateform.

Pleasedousetheseready-to-usetemplatesfromthebrandcentre.

Go to brandcentre.nationaltrust.org.uk,selectcoreartworkfinder,anddownload‘Logoframeworktemplates’.

Frame


When to use the frame

Whenyou’redesigningafrontcoveroraposter,usetheframe.

Thisincludesmembershipposters,thehandbookcover, welcomeleaflets,guidebooks,temporarynotices,point-of-sale materialsandproductpackaging.

Frame

Elements

Hughenden ManorThe complete guidebook

Fountains Abbey

The limestone is crumbling. I’m rediscovering medieval techniques to bring the carving back to life — for the next 500 years.


Matthew ConwayStonemason

Welcome to Chedworth Roman Villa

Feel the peace the Romans loved, along the secluded valley Find beautiful mosaics of the four seasons

Explore the astonishing Roman bath houses

See how the Victorians rediscovered Chedworth

Walking in Roman footsteps

01 Welcomeleaflet02 Temporarynotice03 Packaging04 Guidebook

02

03

01

04


Placing images in the frame layout

Imagescanbelargeorsmall,multipleorsingle,andcan bleedoffthetopandsidesofthepage.

Frame

Elements


Place nameDescriptive invitation dion dit si etueril enibh in euguer magna feu consenim irit alis estrud dolesed exeriuscin modit dolestrud vendre als hendre.

www.nationaltrust.org.uk

















Placing images in the frame layout

Choosefreeandinformallayoutswhenplacingimages, ratherthanrigidlystructuredones.

Frame

Elements

Mr Hardman’s Photographic StudioDiscover the only known photographic studio of the mid 20th century, and delve into the darkroom that captured the lives of post-war Britain www.nationaltrust.org.uk

The National Trust is a registered charity no. 205846The National Trust is a registered charity no. 205846





The National Trust is an independent registered charity, number 205846






Layouts with the frame

Twodifferentframelayoutsshowinghowourcolour palettecanbeusedtocontrastorcomplementpowerful andintriguingimagery.

Frame

Elements

Croome ParkThe complete guidebook

PetworthThe complete guidebook



Thepositionoftheframe-linemovesdependingonhowmuch textyouneedtocommunicatebelowtheframe-line.Ifyou havealotoftext,orifyou’redesigningabilingualiteminEnglish andWelsh,theframe-linemovesupasshownabove.

Theseproportionsshouldnotbealteredandareavailablein templateformtodownloadfromthebrandcentre.

Frame

Elements

Optimum position Positionallowingmoretext Positionallowingmaximumtext



Titlesareoptional,butifyouuseone,placeitatthetopor thebottomofthepicturespace.Usethetitletoexpress thevoiceofthesupporter.Thinkofitaswordsasupporter mightuse,nottheofficialvoiceoftheNationalTrust.

Theseproportionsshouldnotbealteredandareavailable intemplateformtodownloadfromthebrandcentre.

Frame

Elements

Title

Place / subtitleDescriptive invitation dion dit etueril enibh euguer magna feu consenim alis estrud exeriuscin modit.


The National Trust is a registered charity no. 205846 The National Trust is a registered charity no. 205846

My sunrise

PetworthGazing across the deer park, do you see what Turner saw? www.nationaltrust.org.uk

Title

Place / subtitleDescriptive invitation dion dit etueril enibh euguer magna feu consenim alis estrud exeriuscin modit.


The National Trust is a registered charity no. 205846 The National Trust is a registered charity no. 205846

My sunrise



When not to use the frame

Iftheframedoesn’tworkforyourparticularitem,usealayoutwith thefulllogotopleft.Thisincludesmostkindsofnewsletter,bulletinandinformationsheet.

Theseproportionsareavailableintemplateformtodownloadfrom thebrandcentre.Gotocoreartworkfinderanddownload‘Logoframeworktemplates’–thiswillgiveyoutheframeworktemplates plusthealternativedesignshownabove.

Frame

Elements

Title goes in this area


Our colour palette

TheNationalTrusthasapaletteof21colours,allchosentobe freshandinviting,plusblackandwhite.

Oncovers,youcanuseanycolourforthelogo,frame-line andtext,aslongasit’sthesamecolourforallthree.

Formostprojects,youcanchoosefromthewholepalette,but forsomeitems—suchasbusinesscards—ourdarkestgreen, Pantone®356,isbest.Pleasealwaysusetheexactspecifications shownhere.Alwaysusecoloursassolids,neverastints.

Colour

Elements

Pantone® 871 Foruseinexceptional circumstancesonly, forexampleinvitations

Pantone® 877 Foruseinexceptional circumstancesonly, forexampleinvitations

Pantone® 356 C:90M:0Y:100K:20 R:0G:119B:45 Hex:00772D

Pantone® 7488 C:50M:0Y:95K:0 R:140G:220B:80 Hex:8CDC50

Pantone® 7481 C:88M:0Y:89K:0 R:0G:180B:60 Hex:00B43C

Pantone® 384 C:20M:0Y:100K:30 R:138G:134B:0 Hex:8A8600

Pantone® 389 C:20M:0Y:100K:0 R:212G:255B:24 Hex:D4FF18

Pantone® 3125 C:88M:0Y:21K:0 R:0G:170B:180 Hex:00AAB4

Pantone® 286 C:100M:75Y:0K:0 R:25G:5B:125 Hex:19057D

Pantone® 2768 C:100M:81Y:4K:60 R:15G:0B:50 Hex:0F0032

Pantone® 425 C:18M:0Y:0K:78 R:68G:70B:62 Hex:44463E

Pantone® 706 C:0M:20Y:4K:0 R:250G:225B:225 Hex:FAE1E1

Pantone® 317 C:20M:0Y:10K:0 R:203G:241B:232 Hex:CBF1E8

Pantone® 7485 C:10M:0Y:18K:0 R:220G:240B:180 Hex:DCF0B4

Pantone® 587 C:5M:0Y:50K:0 R:245G:245B:170 Hex:F5F5AA

Pantone® 7541 C:4M:3Y:3K:4 R:225G:224B:219 Hex:E1E0DB

Black C:0M:0Y:0K:100 R:0G:0B:0 Hex:000000

White C:0M:0Y:0K:0 R:255G:255B:255 Hex:FFFFFF

Greens

Darks

Lights

Metallics Mono

Pantone® 213 C:0M:96Y:12K:0 R:230G:20B:100 Hex:E61464

Pantone® 021 C:0M:50Y:100K:0 R:255G:106B:11 Hex:FF6A0B

Pantone® 1788 C:0M:85Y:85K:0 R:255G:43B:62 Hex:FF2B3E

Pantone® 227 C:7M:100Y:7K:21 R:135G:0B:60 Hex:87003C

Pantone® 525 C:50M:85Y:0K:20 R:65G:5B:70 Hex:410546


Elements

Using colour

Usethepalettecarefully,andavoidarainboweffect.Primarilyongreensanddarkcolours(excludingPantone®389),it’sbesttouse thelogoinwhite.Similarlyonourlights,showthelogoinoneof thedarkcolours,agreen(excludingPantone®389)orinblack.

Usecomplementaryratherthanclashingcoloursandpaycarefulattentiontoaccessibility.Makesurethereisgoodcontrastsothat textislegible.

Weencouragepeopletousedifferentcolourstomarkdifferent sectionsinapublication,butdiscouragecolour-coding.Always usecoloursassolids,neverastints.Usethelightcoloursasbackgroundsforpages.

Colour

White

Black

Colour combinations 1: White on darks 2: Darks on lights3 and 4: Complementary darks and lights 5. Avoid clashing colours and combinations which give poor legibility for text and are therefore not accessible. 1 2 3 4 5

Metallics

Greens

Darks

Lights

Pantone®356 Pantone®7488 Pantone® 7481 Pantone®384 Pantone®389



Pantone®877 Pantone®871

Pantone®3125 Pantone®286 Pantone® 2768 Pantone®425


Our typeface

Wehaveourowntypeface,designedtohavethewarmthandmodernityofasans-seriftypeface,andkeepingatimelessqualitytoo.

Thetypefaceisinspiredbya1748inscriptionoriginallyinthegrotto atStourhead.Thesans-serifstylewasusedintheancientworld, butthisinscriptionisoneoftheearliestexamplesanywhereofitsmodernrevival.

OurtypefaceisanimportantassetoftheNationalTrust:noother organisationisallowedtouseit,andithelpsustoberecognisableeverytimewewritesomething.

Typeface

Elements


Typeface family

Thetypefacefamilyhasfourmembers:

NationalTrustDisplayforheadlinesabove16ptNational Trust BoldNationalTrustRegularforthemajorityofbodycopyNationalTrustItalicforemphasis,foreignwordsandmentioningthetitlesofbooks,picturesandsoon.

FordocumentsproducedinWord,Publisheror PowerPoint,andforemails,useArial.

WealsouseArialforallbodycopyonwebsites.

Typeface

Elements

The QUICK brown fox jumps overthe lazy red dogs.

Display

Bold

Italic

Regular


Using the typeface

Usethetypefaceinsentencecase,left-alignedandnotjustified.

SetNationalTrustDisplaywith110%leading.SetNationalTrustBold,RegularandItalicwith120%leading.

Thetemplatesonthebrandcentrebrandcentre.nationaltrust.org.uk havethecorrecttypographicspecificationsandstyle-sheetsbuiltintothem,sopleasedownloadandusethem.

AlltypefacescanbedownloadedfromtheNationalTrustbrandcentre.Go to brandcentre.nationaltrust.org.ukandselectcoreartworkfinder,whereyoucanselectanddownloadthetypeface.

Typeface

Elements

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyzNationalTrustDisplay

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyzNational Trust Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyzNationalTrustRegular

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyzNationalTrustItalic

Pleasenote:NationalTrustItalic shouldbeusedsparingly foremphasis,foreignwordsand mentioningthetitlesofbooks, picturesandsoon. www.nationaltrust.org.uk

2 Willow RoadHampstead, London NW3 1TH

Map 2 G5 H 1994

An austere but rather wonderful modernist house, which has influenced hundreds of modern buildings, and an intimate glimpse of the family life of its architect and owner, Erno Goldfinger. The attention to detail in this house is surprising and enlightening, and it still looks modern today. Note: the house is small, so we usually operate timed entry from 3 to 5.

Exploring — See art by Henry Moore, Max Ernst and Bridget Riley. — Look for Goldfinger’s ingenious furniture designs. — Get a personal story behind the house from our film. — For the complete picture, try a guided tour. — New: watch our archivists

at work (some days only).

You may also enjoy: A more rural modernist house at the Homewood in Surrey.

Making the most of your day: We run guided walks and evening events: please contact us for details. No toilets, though the local pub allows visitors to use their facilities.

Access for all: 75DIL4

Building 01

Getting here: 176:TQ270858. On corner of Willow Road and Downshire Hill. Foot: from Hampstead Underground, left down High Street and first left down Flask Walk. Turn right at the end into Willow Road. Bus: frequent local services (020 7222 1234). Station: Hampstead Heath, quarter mile. Underground: Hampstead (Northern Line), quarter mile. Limited on-street parking. East Heath Road car park 100 yards, open intermittently.

Finding out more: 01494 755570(information line), 020 7435 6166 or [email protected]

180

Above: how 1-3 Willow Road looked in the 1950s Right: practical furniture for modern living

Opening times M T W T F S S7 Mar–28 Nov 11–5 · · · · · S ·28 0ct–1 Nov 10–5 · · · T F · ·

Entry by timed tour only at 12, 1 and 2 (plus 11 on Sats). Tours are first-come-first-served. Non-guided viewing 3–5.


Typeface

Elements

Roses andmurals

The National Trust is a charity that looks after hundreds of extraordinary places, for ever, for everyone.

If you enjoy Mottisfont, you’ll like Hinton Ampner, another house rescued in the 20th century. It’s 20 miles east of here, near Alresford.

As a member, you get free admission to almost all our places, plus a fascinating magazine.

Take the National Trust home with you, at our 200 shops or at www.nationaltrust.org.uk.

Experience our places for longer, by staying at one of our holiday cottages.

Volunteer, give us a legacy, or join our campaigns.

Call 0844 800 1895 or visit www.nationaltrust.org.uk

Do more with the National Trust

Visit

Membership

Shop

Holidays

Get involved

Get our guidebook from the shop or from visitor reception. There are also shorter guides at visitor reception, and in the house.

Try the activity sheets from visitor reception. And check out the children’s menu in the Kitchen Café.

In the car park on a lead, and along the estate path, but not in the grounds, garden or house, please.

wheelchairs. There’s a Braille guide for the grounds. Our lavatories have facilities for disabled visitors.

The house, shop and café normally close at 5, and the grounds at 6. In June, the shop stays open till 8, and the grounds till 8.30. In February, November and December, everything closes at 4.

Please ask one of us for help.

Do take photos and videos outside the house, but please not inside.

Wear suitable shoes inside — not sharp heels or muddy boots.

Leave large bags, prams and pushchairs outside the house.

Do have a picnic — but please not in the rose garden.

Find out more about Mottisfont

Fun for children

Dogs welcome

For disabled visitors

When we close

First aid and emergencies

Please help us

Photography: NTPL/Mel Duarte/Derek Croucher/Robert Morris Printed on 100% recycled paper. Please recycle this leaflet after use.© National Trust 2010. The National Trust is a registered charity no. 205846

For alternative formats, please call us on 01794 340757 or email mottisfont @nationaltrust.org.uk

Welcome to Mottisfont

Sniff the old-fashioned roses in the famous walled garden

Enjoy Rex Whistler’s enchanting pre-war murals

Descend into medieval times in the cellarium

Look out for brown trout in the idyllic river Test

We have a buggy and

Setting textAlwayssettextleft-aligned:thiscreatesaninformalandfriendlylook.Neverset textcentredorright-justified.

Line endingsTakecarewithlineendings.Makesuretheshapeof thetextispleasing,andthecontenteasytoread.


2 Willow RoadHampstead, London NW3 1TH

Map 2 G5 H 1994

An austere but rather wonderful modernist house, which has influenced hundreds of modern buildings, and an intimate glimpse of the family life of its architect and owner, Erno Goldfinger. The attention to detail in this house is surprising and enlightening, and it still looks modern today. Note: the house is small, so we usually operate timed entry from 3 to 5.

Exploring — See art by Henry Moore, Max Ernst and Bridget Riley. — Look for Goldfinger’s ingenious furniture designs. — Get a personal story behind the house from our film. — For the complete picture, try a guided tour. — New: watch our archivists

at work (some days only).

You may also enjoy: A more rural modernist house at the Homewood in Surrey.

Making the most of your day: We run guided walks and evening events: please contact us for details. No toilets, though the local pub allows visitors to use their facilities.

Access for all: 75DIL4

Building 01

Getting here: 176:TQ270858. On corner of Willow Road and Downshire Hill. Foot: from Hampstead Underground, left down High Street and first left down Flask Walk. Turn right at the end into Willow Road. Bus: frequent local services (020 7222 1234). Station: Hampstead Heath, quarter mile. Underground: Hampstead (Northern Line), quarter mile. Limited on-street parking. East Heath Road car park 100 yards, open intermittently.

Finding out more: 01494 755570(information line), 020 7435 6166 or [email protected]

180

Above: how 1-3 Willow Road looked in the 1950s Right: practical furniture for modern living

Opening times M T W T F S S7 Mar–28 Nov 11–5 · · · · · S ·28 0ct–1 Nov 10–5 · · · T F · ·

Entry by timed tour only at 12, 1 and 2 (plus 11 on Sats). Tours are first-come-first-served. Non-guided viewing 3–5.


Typeface

Elements

White space Givethetextandimagesroomtobreathe.Usewhitespace tomakethelayoutrelaxed,informalandinvitingto read.Pagesshouldneverfeelcrowdedorcluttered.

Too crowded

www.nationaltrust.org.uk Visit South West 2726

Outdoors in the South West

The glorious South West so varied and distinctive, so unspoilt and beautiful exudes a powerful magnetism. Devon and Cornwall, plus neighbouring Wessex, have mile upon mile of coastline, along with extensive areas of farmland, woodland and moorland for all to enjoy.

Above: Stormy skies over Blackmore Vale from the Iron-Age hill fort at Hod HillOpposite page: Children fishing in a shallow pool at Woolacombe beach in Devon

Map 2

Two regions, six counties Wherever you are in Devon and Cornwall, you are never more than 25 miles from the sea: from the great sandy beaches of the north coast, where the surf comes rolling in; from the high rocky headlands like a string of fortifications; from the weedy pools, coves and tidal inlets of the south coast. And around it all runs the incomparable South West Coast Path, at 630 miles the longest national trail in the country, linking everywhere and providing unparalleled access on foot to all the lonely shores and soaring cliffs.

To the east, the region of Wessex is incredibly diverse. Spreading from Gloucestershire in the north, south through Somerset and Wiltshire, and down to Dorset, it contains spectacular stretches of coastline, chalk downland, high moorland, historic landscapes and beautiful rolling countryside. The Cotswolds, in the north, boasts many lovely villages, some of which are partly owned by the Trust — which also owns uplands, farmland and ancient woodland. Altogether the Trust cares for more than 25,000 hectares (61,700 acres) of countryside in Wessex and welcomes an estimated twelve million visitors every year.

Rock pools, fossils and funAmong the popular spots in Devon and Cornwall are the surfing beaches of Godrevy and Chapel Porth; Kynance Cove on the Lizard, famous since Victorian times for its fantastic rocks and botanical rarities; Wembury, close to Plymouth Sound, with its rock pools and children’s events; and Carnewas, overlooking the famous beauty spot of Bedruthan Steps.

Families flock to such glorious beaches as Woolacombe Sands, Holywell Bay and Crantock, Sandy Mouth and Duckpool on the north coast, and SouthMilton Sands, Porthcurno and Gunwalloe on the south coast.

In Dorset, the Purbeck Estate boasts one of Britain’s best beaches, two National Nature Reserves, as well as being home to the richest ten square miles of wild flowers in the country. The Jurassic Coast, a World Heritage Site, stretches all the way along the Dorset and East Devon coast, covering Purbeck, Burton Bradstock and Golden Cap, and Branscombe. Here lies a wonderfully varied landscape, ranging from heathland, dunes and a mile-long stretch of sand, to shingle and sandstone cliffs — perfect for picnics, walking and fossil hunting.

Mines, forts and lookoutsIn the old mining areas of Cornwall and West Devon, newly designated a World Heritage Site, you will find ruined engine houses now protected and preserved by the Trust; some of them, such as those at Botallack near St. Just, clinging to the cliff edge just above the sea.

There are many curious structures to be discovered and explored around the coasts of Devon and Cornwall. All tell stories of this peninsula’s colourful past — such as the military fortifications at Froward Point near Brixham, and St Anthony Head near St Mawes, Parson Hawker’s driftwood hut high

on the cliffs at Morwenstow, the castellated coastguard lookout at Mayon Cliff above Sennen Cove, and the candy-striped Gribbin daymark near Fowey.

West Dorset’s historic landscape includes magnificent Iron Age hill forts, such as Hod Hill, Eggardon and Lambert’s Castle. Make sure you don’t miss North Somerset’s Cheddar cliffs. Cheddar, Britain’s largest gorge, was carved by melt-water from the last Ice Age and has been forming and changing over the past two million years. Not far away you can experience the drama of Brean Down, which extends a mile and a half into the Bristol Channeland has truly breathtaking views, as well as abundant wildlife and fascinating history — including a Roman Temple, Napoleonic era fort and Second World War gun battery.

2726

Outdoors in the South WestTwo regions, six counties Wherever you are in Devon and Cornwall, you are never more than 25 miles from the sea: from the great sandy beaches of the north coast, where the surf comes rolling in; from the high rocky headlands like a string of fortifications; from the weedy

pools, coves and tidal inlets of the south coast. And around it all runs the incomparable South West Coast Path, at 630 miles the longest national trail in the country, linking everywhere and providing unparalleled access on foot to all the lonely shores and soaring cliffs.

To the east, the region of Wessex is incredibly diverse. Spreading from Gloucestershire in the north, south through Somerset and Wiltshire, and down to Dorset, it contains spectacular stretches of coastline, chalk downland, high moorland, historic landscapes and beautiful rolling countryside. The Cotswolds, in the north, boasts many lovely villages, some of which are partly owned by the Trust — which also owns uplands, farmland and ancient woodland. Altogether the Trust cares for more than 25,000 hectares (61,700 acres) of countryside in Wessex and welcomes an estimated twelve million visitors every year.

Rock pools, fossils and funAmong the popular spots in Devon and Cornwall are the surfing beaches of Godrevy and Chapel Porth; Kynance Cove on the Lizard, famous since Victorian times for its fantastic rocks and

The glorious South West so varied and distinctive, so unspoilt and beautiful exudes a powerful magnetism. Devon and Cornwall, plus neighbouring Wessex, have mile upon mile of coastline, along with extensive areas of farmland, woodland and moorland for all to enjoy.

botanical rarities; Wembury, close to Plymouth Sound, with its rock pools and children’s events; and Carnewas, overlooking the famous beauty spot of Bedruthan Steps.

Families flock to such glorious beaches as Woolacombe Sands, Holywell Bay and Crantock, Sandy Mouth and Duckpool on the north coast, and SouthMilton Sands, Porthcurno and Gunwalloe on the south coast.

In Dorset, the Purbeck Estate boasts one of Britain’s best beaches, two National Nature Reserves, as well as being home to the richest ten square miles of wild flowers in the country. The Jurassic Coast, a World Heritage Site, stretches all the way along the Dorset and East Devon coast, covering Purbeck, Burton Bradstock and Golden Cap, and Branscombe. Here lies a wonderfully varied landscape, ranging from heathland, dunes and a mile-long stretch of sand, to shingle and sandstone cliffs — perfect for picnics, walking and fossil hunting.

Mines, forts and lookoutsIn the old mining areas of Cornwall and West Devon, newly designated a World Heritage Site, you will find ruined engine houses now protected and preserved by the Trust; some of them, such as those at Botallack near St. Just, clinging to the cliff edge just above the sea.

There are many curious structures to be discovered and explored around the coasts of Devon and Cornwall.

All tell stories of this peninsula’s colourful past — such as the military fortifications at Froward Point near Brixham, and St Anthony Head near St Mawes, Parson Hawker’s driftwood hut high on the cliffs at Morwenstow, the castellated coastguard lookout at Mayon Cliff above Sennen Cove, and the candy-striped Gribbin daymark near Fowey.

West Dorset’s historic landscape includes magnificent Iron Age hill forts, such as Hod Hill, Eggardon and Lambert’s Castle. Make sure you don’t miss North Somerset’s Cheddar cliffs. Cheddar, Britain’s largest gorge, was carved by melt-water from the last Ice Age and has been forming and changing over the past two million years. Not far away you can experience the drama of Brean Down, which extends a mile and a half into the Bristol Channel and has truly breathtaking views, as well as abundant wildlife and fascinating history — including a Roman

Temple, Napoleonic era fort and Second World War gun battery.For those who like to delve a bit more deeply into the history of wherever they are, there are detailed leaflets available covering the Trust’s coast and countryside (see page 30).

A wealth of wildlifeThe abundance of wildlife you will find on the Trust’s coast and countryside sites in Devon and Cornwall bears witness to many years of pioneering nature conservation work. Try walking the Rosemergy and Bosigran cliffs near Zennor in West Penwith; between Bolt Head and Bolt Tail in South Devon; or from Kynance to Mullion on the Uzard, and appreciate the swathes of wild flowers which carpet the grazed cifftops in spring and summer.

That emblematic bird, the Cornish chough, has returned to breed in Cornwall at last, on the grazed cliffs of the Lizard. If you visit Lizard Point, be sure to stop by the Chough Watchpoint next door to the café, particularly at fledging time in the summer. On an old viaduct in Plym Bridge Woods, near Plymouth, you will find the observation post for the successful Peregrine Falcon Watch, set up to protect nearby breeding

Above: Stormy skies over Blackmore Vale from the Iron-Age hill fort at Hod HillOpposite page: Children fishing in a shallow pool at Woolacombe beach in Devon

Map 2

www.nationaltrust.org.uk Visit South West


Our shapes

Tohelpexpresstheideaofthesupporter’sexperience,wehave ourownsetofcut-outshapes,whichhaveapersonalquality, asifthey’vebeencutoutbyhandforacollageinascrapbook. Theyhelpgiveusauniqueandrecognisablestyle.

Shapes

Elements


Using shapes

Theshapesareusedtoholdimagesorsolidcolours.

Theshapesaboveareavailableasartworkstodownload fromthecoreartworkfinderareaofthebrandcentre,you canadapttheseshapesandmakethemmore—orless— irregulartomatchthefeelofyouritem.

Ifyouwanttocreateyourownshape,takeapieceofblack paperandcutouttheshape,aimingforstraightlinesbut notforperfection.Scanyourshapeinandtraceitusingthe pentoolinyourdesignsoftware.

Shapes

Elements


ClivedenStroll through the glorious gardens around a house that was once the glittering hub of high society www.nationaltrust.org.uk

37 PrintContents National Trust / Brand standardsNational Trust / Brand standardsPrintContents37

Thisisaguidetochoosingimagesformarketingandcommunications.Itaimstohelpuschooseimagesthatconnectpeopletothespecialplaceswelookafterandtheworkwedo

Images


Images

The images we choose shape what people think and feel about us. Choosing images that are welcoming, authentic and connect people to a place shows that we look after places for everyone to enjoy.

Theexamplesbelowshowwhatadifferenceimagechoicecanmake.

Why is choosing the right imageimportant?

What these images say about us

1 We’re uninviting.(Shuttersdown,doorclosed,desertedandnoatmosphere.)

2 We’re fake.(It’sclearlysetupandposed. Itlookslikea‘catalogue’shot.)

3 We’re uninspiring.(It’spassiveandreinforces astereotypicalviewoftheTrust.)

What these images say about us

1 We’re warm and welcoming. (Doorsopen,theplaceisalive,comeonin.)

2 We’re authentic. (Youngandoldrelaxedandexploringtheplace.)

3 We’re inspiring.(Peoplenaturallyenjoyingtheplaceontheirownterms.)

1 1

2 2

3 3


Images

National Trust Images – here to help

Whereverpossible,useimagesfromNationalTrustImages.TheseimageshavebeenexpertlycommissionedwithappropriatecontractsandselectedespeciallyforNationalTrustuse.Ourphotolibrarypictureresearcherscanhelpyoufindtheimageyou’relookingfor.

Pleasecontactthephotographicmanager,ChrisLacey(07748147415)ifyouneedtocommissionanynewphotographyoryouarethinkingofrecruitingvolunteerphotographers.Chriscanprovideinformationaboutmodelrelease,propertyreleaseandgettingtherightcontractsinplace.

Otherwisepleasegotowww.nationaltrustimages.org.ukorcall01793817700forgeneralenquiriesandadvice.


Images

How to choose the right image First, think about your audience

IstheitemaimedatourExplorer Families,Curious Minds,orOut and Aboutssegments,orabroadergroupofpeople?

People’sinterestsandreasonsforwhyplacesmattertothemarevaried.Weknowthatoursegmentsprefersomeimagestoothers.

Ifyouareproducingsomethingtoappealtoonesegmentinparticular,choosemoreoftheimagesthatsegmentprefers.

Ifyouareproducingsomethingtoappealtoall,chooseamixof theimageseachofoursegmentsprefer.

Iftheimagesyouchooseincludepeople,makesuretheyreflect thediversityofyouraudience(bethatnational,regional,orlocal).Ourphotolibrarypictureresearcherscanhelpyouwiththis,call01793817700.


Images

Images our segments prefer – Explorer Families

ExplorerFamiliespreferimagesshowingthefamilyoutdoorshavingfunandadventure.


Images

Images our segments prefer – Curious Minds

CuriousMindspreferimagesthatgiveasenseoftheplacetheywouldbevisitingandtheexperiencegained.It’snotalwaysnecessarytoincludepeople.


Images

Images our segments prefer – Out and Abouts

OutandAboutsliketobeshownthereisavarietyofthingstoseeanddo.Thisdoesn’thavetobeshownusingpeople(theyliketoimaginethemselvesthere)butifitdoesshowpeople,ayoungermiddleagerangeworksbest.


Images

How to choose the right image

Lookforimagesthatare…

warm and welcomingTheplaceisaliveandwelcomesyouin(hereLanhydrockisbustlingwithactivityanddrawingthefamilyin).

authenticNaturalandrelaxed–notposedorartificial(herethefamily isstrollingthroughthegrounds,unawareofthecamera).

…and…

connect people to a place

Thefollowingpagesshowlotsofexamples ofwelcomingandauthenticimagesandgivesreasonswhytheyconnectpeopletoaplace.


Images

Why these images work at connecting people to a place (clockwisefromtopleft)

1 Aninformalactivityinaformalspaceshowsfreedomtoexplore.2 Peoplewarmlybringingstoriesoftheplacetolife.3 Peopleenjoyingtheplace(whichisrecognisablyOsterley).4 Scaleandbeautyofthelandscapewithasenseofjourney.5 Completelyengagedandintrigued.6 Asenseofgrandeurwithscaleprovidedbypeople.

1

6

5

4

3

2


Images


1 Behindthescenesofbringingplacestolife.2 Anaturalresponsetothebeautyoftheplace.3 Utterlyabsorbedinthemoment;amomentsharedwithyou.4 Anauthenticreactiontotheplace.5 ‘Wow’–imaginebeingthereandclimbingthosestairs.6 Beautifulandatmospheric–invitesyouin.

1

6

5

4

3

2


Images


1 Aneverdaywalkinbeautfulsurroundings.2 Peopleandplace(whichisrecognisablyLymePark).3 Enjoyingtheplace,onanadventure.4 Aliveanddynamic,enjoymentandadventure–drawsyouin.5 Anaturalresponsetoanextraordinarysight.6 Apersonalexperienceofgettingclosertonature.

1

6

5

4

3

2


Images


1 ‘Wow’–imaginebeingthereinthatmoment.2 Asenseoftheadventureabouttobehad.3 Aneverydayactivityatarecognisableplace(Osterley).4 Connectionbetweentheviewer,theplaceandthelandscape.5 Explorationwithasenseoftheplace.6 Peoplebringingplacestolife.

1

6

5

4

3

2


Images

Connecting people to a place using our advertising campaign style (also known as ‘I oak leaf’)Ourcurrentadvertisingcampaignstyleusesimagesthatshowtheemotionbehindanexperienceorvisit:showingchildrengettingreallymuddyinapuddle,familiesrollingdownahill,orpeopleenjoyingacampfireinthewoods,forexample.Theseimagesoftendon’tshow arecognisableplacebuttheplaceisalwaysnamedintheadvert.


Images

Connecting people to a place using personal perspectiveAnotherwaytoshowpeople’sconnectiontoaplaceisbychoosingimagesthatputyourightwiththepersontakingthephotograph.


Images

When a single image can’t say everything you need to say, consider a collageTherearetimeswhenoneimagesimplycan’tsayeverythingyou needtosay.Thisiswhenacollagewhichmixesavarietyofimages ofpeopleandplacescanhelp.Itremovestheneedtorelyonasingleimageandisparticularlyusefulifyouwanttoappealtomorethan oneofoursegments.

53 Print National Trust / Brand standardsContents53 PrintContents National Trust / Brand standards

Why these images don’t work at connecting people to a place (clockwisefromtopleft)

1 Sky retouched to an unreal blue (Itlooksfakeandartificial.)2 Distortion from odd angles or wide-angle lenses (Thisgivesapeculiarviewoftheplace.)3 Special effects (Thenaturalbeautyofplacesdoesn’tneedspecialeffectsgetting

intheway.)4 Contrived or artificial set ups (Strikeafalsenote.There’smuchmoreinterestinwhatisreal.)5 Posed people (Peopleareverygoodatspottingwhatisfakeandwhatisreal.

Imagesoffakemomentsmakeanythingelsewesaylessbelievable.)6 Staged action (Again,peopleareverygoodatspottingwhatisfakeandwhat

isreal.)

Images

1

6

5

4

3

2Someimagesthatarenotwelcomingorauthenticandwhy.


A final checklist

Do your chosen images appeal to your audience? ¨

Do they reflect the diversity of your audience (bethatnational,regional,orlocal)?¨

Are your images: Warm and welcoming? ¨ Authentic? ¨

Do they connect people to a place? ¨

Images

Avoid images that…

Choose images that…— lookrealisticandnatural.— ifincludepeople,showthemrelaxed

andinformal.

— lookfakeandartifical,suchastheskyretouchedtoanunrealblue.

— showposedpeople.— aredistortedandlookodd.— usespecialeffects.— showobviously‘staged’action.

✔

✘

Some helpful do’s and don’ts


Images by supporters

Toevokeasupporter’sexperienceofaNationalTrust place,wesometimesusephotographsmadeby supportersthemselves.

Supporterimagery

Imagery

Morden Hall ParkAnother world in the midst of the suburbs



The trees have eyes The Giffords


Imagery

Supporterimagery Images by supporters

Aswellasphotographs,weoccasionallyusepaintings, drawingsorcollagescreatedbysupporters.

My sunrise




Images by supporters

Theyoftencaptureahighlypersonalexperienceinafresh, non-officialway.Alwaysmakesurethatimagesareof ahighstandard(evenifmadebyachild),andthatyouhave thepermissionofthesupporterwhomadethem.

Supporterimagery

Imagery

WimpoleGet up close and personal with the rare breed animals on a real working farm www.nationaltrust.org.uk

Milking time



Expressive illustration

Illustrationshouldbepowerfullyexpressive, capturingtheillustrator’sorartist’sexperience ofaNationalTrustplace.

Illustration

Imagery

TrengwaintonFind luxuriant peonies and soaring fulmars in one extraordinary place www.nationaltrust.org.uk



Illustration

Imagery

Commissioning illustrators

Forparticularpurposes—forexample,tocreateasense ofidentityforaparticularplace—it’sworthcommissioning aprofessionalillustrator.


3

12

7

16

654

15

8

9

10

12

11

13

14

Creating maps

Thereisawidevarietyofmapstyles:ingeneralmakelocation mapsassimpleandunclutteredaspossible:useNationalTrust RegularandBoldforwording.Thisexamplegivesapersonalquality.

Walkmapscanbemuchmoredetailedandevendecorative.

Useaccesssymbolsifhelpful.Checkthesourceofthemap you’reusingandaskforpermissiontoreproduceit.Youmust addacopyrightlineiftheownerasksyouto.

Maps(notional)

Imagery

Exploring1 Carpark2 Visitorreception3 Starthereforacircular walkroundtheestate4 Don’tmisstheenchanting WhistlerRoom5 Explorethemedieval cellarium6 Seethestriking Angel of Mottisfont mosaic7 Starthereforthe riversidewalk8 SeeMottisfontfont— anancientwaterspring9 Theicehouse—an 18th-centuryrefrigerator10 Picnicinsidethebeechcircle11 Enjoythewonderful old-fashionedroses

Eating and shopping 12 Shop:buycrafts,foodand

othergoodthingshere13 Getapit-stopsnackatthe kiosk,openinfineweather 14 Lavatories15 Informationcentre

stableblock16 KitchenCafé:enjoylunch,

teaorasnack—andlavatories


Thisisaguidetousingourtoneofvoice–how wetalkandhowwewrite,bothinsideandoutsidetheTrust.Itcontainssomeguidancetohelpchoosethewordsyouuseandexamplesofhowyoucan makethemworkinpractice

Words


Words

Therearethreethingsthatshapewhatpeoplethinkandfeelaboutus:

— Ouractions— Thewaywelook(ourvisualidentity)— Whatwesayandhowwesayit(ourtoneofvoice)

Beingconsistentinthesethreeareaswillhelpuscommunicatewhatwestandforandbuildbetterrelationshipswiththepublic,ourmembers,ourpeopleandpartners.

Why is our tone of voice important?

FromhowpeoplehavedescribedtheTrustinthepast*

TowhatwewantpeopletosayabouttheTrustnowandinthefuture

ExclusiveAloofGrandioseBoringStuffy and old fashioned

WelcomingWarmGroundedInspiringOpen and dynamic

*qualitativeresearchin2012


Words

Webelieveintheimportanceofnature,beautyandhistoryinpeople’slives.Welovethespecialplacesthatofferthesethingsandourpurposeistolookafterthemforever,foreveryone.

Keeping‘foreveryone’atthefrontofourmindsisfundamentaltogettingourtoneofvoiceright.Wewanttodeepentherelationshipbetweenpeopleandtheplaceswelookafter.ThiswillopentheTrustuptomorepeople–totheworkwedoandwhywedoit.Andthisinturnwillallowustocontinueourworkforever.

Our tone of voice

Ourtoneofvoicelinksdirectlytoourvaluesandbehaviours.Thesewerecreatedtoshowwhatwe’relikeatourbestandhowwewantpeopletofeelabouttheTrust.Soourtoneofvoiceisjustaboutbringingthesetolifewhenwewrite.

Why do we write the way we do?


We’reopentopeople’sviewsandsuggestions,notbossyorexcluding.Wewanttoinspire peopleandgivethemideastotakebackintotheirownlives.

Byalwaysbeingwarmandwelcomingwe’llengagepeoplewithusnowandinthefuture.

Writing tip 1

WhenwritingfortheTrustitshouldsoundlikeonepersontalking toanother.Writethewayyouwouldspeakanditwillsoundfriendlierandmorenatural.Agoodwaytocheckhowyourwritingsoundsisbyreadingitaloud.

Writing tip 2

Use‘we’re’insteadof‘weare’and‘let’s’insteadof‘letus’.It’saquickwaytomakeyourwritinglessformal.

Warm and welcoming

Words

Insteadofthis:Important: Keep your dog on a lead at all times and use the waste bins provided.

Trythis:

Trythis:Insteadofthis:Please let us know if you have any feedback from your visit.


We love placesandwe’reallambassadorsfortheworkwedo soweneedtobebelievableandspecificwhendescribingaplace orexperience.Likewise,weshouldn’tshyawayfromdifficultissues.

Beinghonestandauthenticisveryimportantforbuildingtrust andcredibility.

Writing tip 1

Ifyou’regatheringquotestouseinyourwriting,askpeopleto speaktheirthoughts(ratherthanwritethemdown).Itwillsound muchmorenatural.

Writing tip 2

Tryandavoidusingtoomanywordslike‘amazing’,‘stunning’and‘breathtaking’whendescribingaplaceorexperience.Toomanyadjectivescanbecomemeaningless.

Honest and authentic

Words

Stoneacre is an ornate, timber-framed medieval farmer’s house surrounded by woodland, rolling hay meadows, apple orchards and gardens, all great for exploring.

Insteadofthis:A stunning yet imposing ornate homestead, this old house will delight you with its wonderful history and variety of intriguing gardens.

Insteadofthis:We’ve got everything you need for a great day out, including a lovely picnic area*.

*This site has no catering facilities

Trythis:

Trythis:


WehaveavastamountofknowledgeandexpertiseattheTrust butweneedtosayitinawaythatinspiresothersifwe’regoingto share our common purpose.AvoidNationalTrustjargon,andbringtheknowledgewehavetolifesopeoplecanengagewiththeirsurroundings.

Writing tip 1

Makingcontemporaryconnectionscanhelppeopleengagewithhistory(forexample‘Aneighteenth-centuryairfreshenerknownascassoulet’,mightbemoreinvolvingthan‘Cassoulet,Birmingham,1770’).Butrememberyouraudience.Don’tdumbinformationdownifyou’rewritingforpeoplewhowanttoknowthedetail.

Writing tip 2

Celebratewhat’slocal(forexample,‘Trymeatrearedontheestateat ournewrestaurant’or‘Visittraditionalcraftsmenworkinginthewoods’).Wewanttoofferpeopleasmuchaswecanfromtheestates welookafter.Findingopportunitiestohighlightthiswillinspirepeopleaboutthewiderangeofthingswedo.

Involving and inspiring

Words

Knole

King James II’s bed will return in the summer after restoration by our conservation team

Curator

We’re remaking the King’s bed

Insteadofthis:James II bed is currently undergoing restoration.

Insteadofthis:How to get young children outdoors and closer to nature.

Trythis:

Trythis:


Ourplacesarenotmuseums:theyarelivingbuildings,dynamiccoastlines,workingfarmsandopenparklandswithrichpastsandexcitingfutures.Wethink long termandbehaveinasustainable way,soit’simportanttotellpeoplewhatwe’redoingwithimaginationandenergy.

Writing tip 1

Keepyourwritingpunchy.Don’ttrytosayeverything.Keepsentencesreasonablyshort.Ifyoufindyouhavetouseasemi-colon,yoursentencemayalreadybetoolong.

Writing tip 2

Useactivenotpassiveverbs(forexample‘we’rerebuilding thesewalls’not‘thewallsarebeingrebuilt’).Thiswillmakeyour writingmoredynamic.

Alive and dynamic

Words

Help keep the chalk downlands alive

Dunstable Downs,Countryside Manager£21,929

Join our expert team as acountryside manager, and enjoythe job of a lifetime. You’llcreate plans for conserving thisexhilarating landscape, and keepit beautifully maintained foreveryone to enjoy. You’ll needa good countryside management qualification. Please apply by18 May 2013.

www.ntjobs.org.uk

Committed to equal opportunities

Registered charity no. 205846

Insteadofthis:Countryside Manager wanted.

Insteadofthis:If you like the outdoors click here to find out about our new Surrey Hills activity holiday.

Trythis:

Trythis:


Words

UsingourtoneofvoicewellisaboutblendingtheseelementstogethertoreflectthewaywewouldlikepeopletofeelabouttheTrustandtosuitthesubjectyou’rewritingabout.

Thefollowingexamplesshowhowyoucanvarythedifferentaspectsofourtoneofvoicetosuityourneeds.

After

Halftermevents:The Forest of Enchantment

EntertainyourfairiesandpixiesintheenchantedforestatPetworthHousethishalfterm.We’llhaveeverythingyouneedtomakeleafycrowns,sparklywandsandminiwoodlandhouses.It’sinourmainhallsodon’tworryabouttheweatherandthemorepeopleinfancydressthebetter.Lastyearwasreallypopularsoyou’llneedtobookinadvance.

Why this works

1 Warm and welcoming:parentsareourprimaryaudienceandit’sclearwe’llhaveeverythingtheyneedsoitwillbestress-free.Thewarminvitationtocomeinfancydressmakesitclearwewantpeopletoenjoythemselves.

2 Involving and inspiring:creatinganamefortheeventhasmadeitinstantlymoreinspiring.Assoonasyouread‘TheForestofEnchantment’youwanttoknowmore.Butpleaseconsiderthespiritoftheplacewhencreatingandnamingevents.

3 Honest and authentic:weknowparentswillbereadingthisbecausethey’relookingforwaystoentertaintheirkids,soit’sniceandclearthatthisisindoorsandnotweatherdependent.We’realsohonestabouthowbusytheeventcanbe,withoutbeingdiscouraging.

4 Alive and dynamic:phraseslike‘Sparklywands’,‘pixies’and‘forestofenchantment’bringthedescriptionofthiseventtolifeandreassureparentsthatitwillbeamemorabledayfortheirchildren.

Example 1: Promoting an event

Before

Half term events

WhynotbringyourchildrendowntoPetworthHouseforacraftday?Situatedinthemainhall,we’verecreatedaforestwhereyourchildrencanplaywithpaper,colouringpensandlotsmore.Fancydresswelcome.Bookingessential.

Nowaskthesequestions

— Whoistheaudience?— Whatinterestsandmotivatesthem?— Whatdoyouloveabouttheplacesor

activitiesyouarewritingabout?— Whatstoriescanwetellormemories

canwecreatefortheaudience?

Bringing it all together


Words

After

Brancaster Millennium Activity Centre

‘KayakingaroundthecreeksinBrancasterharbourjustbeforesunsetismagicalandsomethingIlovesharingwithnewvisitors.’Jim Bevlin, National Trust Kayak Instructor

BrancasterMillenniumActivityCentreisontheNorthNorfolkcoastwithviewsacrosstheBrancasterStraitheharbourtothesanddunesofScoltHeadIslandNationalNatureReserve.

Webuiltthecentrein1998byrenovatingthe400-year-oldDialHouse(atonestagethevillagepub)andcombiningitwithneighbouringDialCottage.Theresultisawelcomingactivitycentreforschoolchildren,adultgroupsandfamilieswhowanttosail,kayak,hikeorsimplyenjoythescenery.

Example 2: Introducing a place

Before

Brancaster Millennium Activity Centre

SituatedonthebeautifulNorthNorfolkcoast,renownedforitsoutstandingbeautyandunspoiltcoastline,BrancasterMillenniumActivityCentreisperfectforanyonelookingforinspiration,excitementorrelaxation.

In1998theseventeenthcenturygradeIIlistedDialHousewasrenovatedusingacombinationoffundingfromtheMillenniumCommission,NationalTrustandgenerousindividuals.DialHousewascombinedwiththeadjoiningDialCottageandvariousoutbuildingstocreatethecentreasitstandstoday.Primarilyaschoolsresidentialcentre,everyyearwewelcomeschoolchildren,adultgroupsandfamiliesalike.


Why this works

Start with love of place:Theintroductionnowfocusesontherelationshipbetweenpeopleand theplace,givinganideaofthecharmand characterofthebuildingsandsettingaswell astheactivitiesavailable.

1 Alive and dynamic:thisisabrochureforanactivitycentresotalkingabouttheactivitiesthemselveshasmadethewholepiecemorealive.Theprimaryaudiencewillbepeopleseekinganactivityholidaysowe’vestartedwithareferencetokayakingandmentionedotheroutdooradventuresratherthantoomanyfacts.Thisisaboutwhatvisitorscando,notwhatwe’vedone.

2 Involving and inspiring:thesectionaboutfundinghasbeenremoved.Althoughit’simportanttorecognisedonors,itdoesn’thelpconnectpeopletotheplaceandthiscouldbeplacedelsewhereintheleaflet.Thishasallowedmoretimetobespentinspiringpeopleabouttheatmosphereoftheplacewithoutincreasingthewordcount.

3 Warm and welcoming:thewritinghasbeenrestructuredsoitfocusesonwhatpotentialvisitorswillwanttoknowandwhatwilldrawthemin.Eventhequotementionstheenjoymentofsharingthisplacewithvisitors.

4 Honest and authentic:thepiecenowstartswithaquotefromamemberofstafftogiveauthenticityandtoshowwhatotherpeoplehavesaidaboutthecentre.AquotefromtheKayakInstructorgivesinsightintotheplacefromsomeonewhoknowsitwell.






Words

After

Please don’t damage the ramparts by skiing, snowboarding or sledging here ThisMedievalfortressis800years-oldandcounting.Tomakesureitstaysstandingforeveryonetoenjoy,pleasehelpbychoosinganotherskislope(nearbyWorthhillisgood).

Why this works

1 Honest and authentic:theheadlinecommunicatesthemessageinapolitebutclearway.Wegivepeopleareasonfornotskiingorsledgingwhichismorelikelytomakethemtakenote.

2 Involving and inspiring:eveninstructional

messagescangiveanopportunitytotellpeoplesomethingaboutaplace.Thismessagegivesalittleofthesitehistoryencouragingpeopletoseetheplaceasmorethanagoodtobogganrun.Askingfortheirhelpdirectlyinvolvespeopleinlookingafterthisplaceforfuturegenerations.

3 Alive and dynamic:usingourlocal

knowledgetosuggestanalternativeplaceshowsthatthisisnotaboutbeingaspoilsportbutlookingafterthefortressforpeopletoenjoyinthefuture.

4 Warm and welcoming:thesubjectisn’t

welcomingbutthetoneaddswarmthtoadifficultmessage.

Example 3: Instructional messages

Before

Warning

ThisisaMedievalfortress.ItisNOTawintersportsvenue.Pleaserefrainfromsledging,skiing,snowboardingandslidingontheramparts.Thankyou.







Words

After

Another year of family fun and discoveries

Wehopeyouandyourfamilyhave enjoyedyourthirdyearofmembership. Thankyouforhelpingtorestore,repair andmaintainsomanynationaltreasures forfamiliestoexplore.

Yournewmembershipcardisenclosed andwehopeitwillbringyouevenmorememorabletripsthisyear.

Why this works

1 Involving and inspiring:wewanttoinspirepeopleabouttheirroleinourwork.Wecandothisbymakingmembershiprenewalsseemlesstransactional.Thefocushereisontherelationshipthefamilyhavewiththeplaceswelookafter.Thisisfarmoremotivatingforouraudience.

2 Warm and welcoming:theheadlineisnowmuchwarmer.Itisaninvitationtoenjoyanotheryearwithus.

3 Honest and authentic:wecanusetheinformationwehaveaboutpeopletomakeourlettermorepersonal.Thisisarenewalletterforafamilymembershipsoitfeelsmoreauthenticifwerefertothis.

4 Alive and dynamic:theheadlinebrings thebenefitsoffamilymembershiptolifeandhintsatthememoriesamembershipcancreate.

Before

Another year of membership. More amazing discoveries to make

WehopeyourNationalTrustmembershiphas,onceagain,broughtyoueverythingyouhopedfor.Nowit’supforrenewalwe’veenclosedyournewcardandwanttosaythankyou.Yourcontributionmeansalottous,andBritain’splacesandspaces. Withoutyoursupportwewouldn’tbeabletorestore,repairandmaintainsomanynationaltreasures.Oropenthemupforever,foreveryonetoenjoy.

Example 4: Membership renewal







Style

Words

A quick style guide

Abbreviations Ifindoubt,spelloutinfull. That is; for example; and,notie; eg; &.

Botanical names Givebotanicalnamesinfull,forexample Pieris formosavar.forrestii‘Wakehurst’. ThesemaybeshortenedtoPieris‘Wakehurst’ iftheyrecurinthetext.

Capitals Preferlower-casetocapitals. Don’tusecapitalsforpointsofthecompass orseasons.Uselowercaseforrooms, unlesstoindicateaparticularname forthatroom:It was once the dining-room, but in 1780 it became the Saloon.

Dates Writethemintheform21December2011. Spelloutcenturies:the eighteenth century.

Decades Usenumerals:the 1960sorthe60s.

Initials No dots. Mrs,Rev,USA,kg, not Mrs.,Rev.,U.S.A.,kg.

Numbers Usenumeralsratherthanwords,except fornumbersbelow11(one to ten), vaguenumbers(about thirty years)andfor centuries(the twentieth century).

Quotations Showquotationsinsinglequotemarks.

Spelling Use-isenot-ize.Inplacenamesmake surethatthestandardspellingsareused: Newcastle upon Tyne,Stoke-on-Trent and so on.

Titles Useitalicsfortitlesofbooks,periodicals, plays,operas,televisionprogrammes, filmsandnewspapers;andfornamesof shipsandaeroplanes.Otherwise,usesingle quotationmarksfortitles.

Foramoredetailedstyleguidegoto: brandcentre.nationaltrust.org.uk selectguidesandtemplatesanddownload

‘Editorialhousestyle’.


Writing in Wales

CommunicationsdistributedinWalesshouldbewritten inbothWelshandEnglish,withtheWelshandEnglish separatedonthesamepage,whereverpossible.

Formoreinformationonpreparingbilingualcommunication, contacttheWalesoffice.

Bilingualtext

Words

74 PrintContents National Trust / Brand standards74 PrintContents National Trust / Brand standards

Howapropertystyleguidemay helpcommunicatespiritofplace

Your place


Yourplace

Spirit of place and property style guides

Notmanyplaceswillrequireapropertystyleguidebutifspirit ofplacedemandsit,awelldesignedandcarefullythoughtthroughpropertystyleguidecanhelpcommunicatespiritofplace.

Thisclearlydoesnotmeancreatingalogo.

Foradviceonhowbesttocommunicatespiritofplace,talkto yourdesignandvisitorexperiencecolleaguesatconsultancyor thedesignandcorporateidentityteamatHeelis.

Thereisalsoguidanceonthebrandcentre. Go to brandcentre.nationaltrust.org.uk andselectguidesandtemplates,property/placestyleguides.



Howtomake communicationaccessible

Accessibility


Overview

Accessibility

Accessibility

Ifwe’retoinspireeveryone,andexcludeno-one,wemustmake everythingweproduceasclearandlegibleaspossible.Hereare thetoptenpointstofollow.

1 UsetheNationalTrusttypeface—whichisspeciallydesigned tobeeasytoread—forprofessionallyproduceditems.

2 Settextinsentencecase,left-aligned.Avoidcapitals andunderlining.Useitalicsonlyforemphasis,foreignwords andmentioningthetitlesofbooks,picturesandsoon.

3 Makelayoutsuncluttered,withaclearhierarchyofheadings, captionsandtext.

4 Choosegoodqualityphotographsandincludeadiverse rangeofpeople

5 Avoidsettingtextaroundimages(run-arounds).

6 Becarefulplacingtextontopofaphotograph.Choosean areawheretheimagehasaconstantcolour,andcreatesenough contrastforthetexttobeeasilyreadable.

7 Whenyou’reusingcolouredtext,orputtingtextona colouredbackground,makesurethere’splentyofcontrast betweentextandbackground.

8 Writeclearlyandconversationally,withshortsentences andparagraphs.

9 Attheendofallprintedmaterialsapartfrompostersandadverts, includein16pttypethephrase‘Ifyou’dlikethisinformationinan alternativeformat…’withaphonenumberandemailaddress.

10 Choosewhitepaperwithamatt,silkoruncoatedfinish.

Formoredetailedguidancegotobrandcentre.nationaltrust.org.uk


HowtousetheNationalTrust’sbrand alongsidepartnerorganisations

Partners


Let one brand lead

Moreandmore,theNationalTrustworksalongsideother organisations—forexample,landowners,conservationbodies, localauthoritiesandlocalsponsors.

Inthesepartnerships,oneorotherorganisationshouldtakethelead.It’samistaketomixthetwobrandidentitiestogether:thisproduces amish-mash,underminingtheequityofbothbrands.

Inaddition,theTrustworkswithlicenseesandcorporatepartners.Here,otherguidelinesapply.Formoreinformationonlicensing,contactourbrandlicensingmanager,andforcorporatepartnershipscontactourcorporatepartnershipsteam.

Overview

Partners

Partnerlogo


NationalTrust-led

Partners

Where the National Trust leads

Wenormallytaketheleadwhen:— wehavethemoreauthorityorcredibility— we’veinitiatedtheproject,or— theplacewe’retalkingaboutismainly ownedbyus.

Inthiscase,followourBrandstandards,butaddthepartner’slogo inthespacebelowourlogotype,possiblyprecededbyalinelike ‘supportedby’or‘inpartnershipwith’.ChooseaNationalTrustcolourforthetext,logoandframethat’ssympatheticwiththepartner’slogo.

Sponsored by

Partner logo

Sheffield Park Watch the 18th Century Capability Brown landscaped gardens transform with an amazing lightshow www.nationaltrust.org.uk

Alight


Sponsored by

Partner logo

Sheffield Park Watch the 18th Century Capability Brown landscaped gardens transform with an amazing lightshow www.nationaltrust.org.uk

Partner logo

Alight



Partners

Partner-led Where the partner leads

Thepartnertakestheleadwhen:— theyhavemoreauthorityorcredibility— they’veinitiatedtheproject,or— theplacewe’retalkingaboutismainly ownedbythem.

Inthesecases,thepartnershouldcreatethematerial,followingtheirownBrandstandards.WeshouldmakesuretheNationalTrust logoappearsonthefrontcover.Usually,thereducedsizeversionisthebestonetouse,possiblyprecededbytextlike‘inassociationwith’.Supplythelogoinacoloursympathetictothepartner’sbrandidentity.

Lead Partner

Car Parkin association with

High PeakBirdwatching CentreOur education programme

Other partner Other partner

Lead Partner

in association with


Thethingsyoushouldn’tforget

Essential information


Essentialinformation

Wordings

Compulsory text

Youmustalwaysincludethesepiecesoftext.

Image creditsYoumustalwaysgiveacreditforeachimageyouuse.ForphotographsfromNationalTrustImages,youshould creditbothNationalTrustImagesandthephotographer. Multiplecreditscanbegroupedlikethis: NationalTrustImages/JoeCornish/StephenRobson/DavidNoton

PrintingIncludeaprintingnoticelikethis:Printedon100%recycledpaperIfappropriateadd:Pleaserecyclethisleafletafteruse.

CopyrightYoumustalwaysincludeacopyrightnoticelikethis:©NationalTrust2012

Registered charity numberThismustappearonallitemsofprintasfollows:Registeredcharityno.205846

If space allows:TheNationalTrustisaregisteredcharityno.205846

Standard information and symbolsWhenyouneedtogivestandardinformationontheNationalTrust, itsopeningarrangementsandotherbenefitsformembersorvisitors,baseitonthewordingandsymbolsusedintheHandbook.

Accessibility statementAttheendofallprintedmaterialsapartfrompostersandadverts,includein16pttypethephrase‘Ifyou’dlikethisinformationin analternativeformat…’withaphonenumberandemailaddress.


Paper

AllNationalTrustpublicationsshouldbeprintedonwhitepaper withamatt,silkoruncoatedfinish.Avoidglossypaperswhichcanbedifficulttoreadduetothereflectionoflight.

Tominimiseourenvironmentalfootprint,allprintedproductsshouldbeproducedusingpapermadefrom100%post-consumerwaste.Comparedwithnewpaperfromwoodfibre,recycledpaperconsumesfewerresources(wood,energyandwater),usesfewerchemicals,dischargeslesscarbondioxideintotheatmosphere,andreducestheneedforlandfill.

Thecurrentlistofnominatedpapermerchants,availablegradesandagreedNationalTrustpricingisavailablefromtheprintandproductionteamwhocanalsoadviseyouonthebestpaperforeachproduct.

PleaseorderyourselectedpaperthroughoneoftheTrust’snominatedpapermerchants.Atthetimeoforderingyou,oryoursupplier, willneedtomakeclearthatthepaperisbeingboughtonbehalfof theNationalTrust,sothatyoubenefitfromthepriceswehave negotiatedonyourbehalf.Thepricesarecompetitiveforthetypes ofpaperonoffer,buttheywillnotalwaysbethelowestprice.

Getting it right

TheseBrandstandardssetoutgeneralinformationontheNationalTrustbrand,butthere’smoreinformationavailableonspecifictopics.

Protecting our intellectual propertyTheNationalTrust’slogo,togetherwithitslibraryofphotographicimagesandmanyofitsproductsandservices,arepartoftheTrust’sintellectualproperty.Youshouldneveragreetoanyexternalcompanyororganisationusingourname,logoorintellectualpropertywithoutcheckingwithyourconsultancyfirst.GivingawayourintellectualpropertycoststheTrustmoneyandcanjeopardiseourreputation.

Following the law on data protectionAstandarddataprotectionstatementhasbeenpreparedforuse onallprinteditemswhichcollectpersonalinformation,suchasnamesandaddresses.ThestatementandacorrespondingpadlocksymbolareavailableontheIntranetunder‘DataProtection’.Thisisalegalrequirementandmustbefollowed.

Following the law on disabilities discriminationGuidelineshavebeenpreparedtohelptheTrusttocomplywith thelatestDisabilityDiscriminationAct.TheycanbefoundonthebrandcentreunderAccessibility.

More guidance on signsGuidanceonestatesigns(buildings,gardensandparks)isavailableonthebrandcentre.

Thingstocheck

Essentialinformation

National Trust Brand Standards (PDF) -...

Documents

Transcript of National Trust Brand Standards (PDF) -...