1 the logotype the logo type 1.3 - whatdotheyknow...identity from competing graphic elements such as...

1 The Logotype The logo type 1.3.1

These standards provide direction for developing and designing communications. They are intended to foster creativity and help us infuse all of our communications with the tone of voice and expertise that we want our audiences to associate with the Food Standards Agency. They outline the best practices for the use of our visual identity elements. The consistent application of our identity, including the logo, typeface, colour and layout, is essential in building a strong presentation of our brand.

Recommendations made in the guidelines about the visual elements and colour palette are primarily aimed at corporate publications. For consumer titles it is envisaged that the guidelines should be a first port of call, but in consultation with the communications team different creative effects can be applied.1 Introduction

3 Contents

Contents

Introduction 1The logotype 5The typeface 29Visual elements 39The colour palette 61Merchandise 69Co-branding 73

5 The logotype Full colour version (CMYK)

The logotypeFull colour version (CMYK)

Full colour is the primary expression of the logo as it applies to external communications such as print,online and TV.

Whenever possible, the Food Standards Agency Logo should be reproduced in the preferred full-colour version.

C:0 M:0 Y:0 K:0

White

C:100 M:0 Y:71 K:43

FSA Dark Green

C:59 M:0 Y:100 K:7

FSA Mid Green

C:24 M:0 Y:40 K:3

FSA Light Green

7 The logotype Two-colour version (Pantone system)

The logotypeTwo-colour version (Pantone system)

The two-colour Pantone matched version of the logo exists for more colour critical applications such as company stationery and business cards.

N.B. Pantone 578 should only be used when printing on non-paper items. Its use should be restricted to replacing the 40% tint of Pantone 369 when the standard colour does not produce the desired effect.

C:0 M:0 Y:0 K:0

White

PMS 342

FSA Dark Green

PMS 369

FSA Mid Green

PMS 369 (40%)

FSA Light Green

PMS 578

NONPAPER ITEMS

ONLY

9 The logotype One-colour black version

The logotypeOne-colour black version

Use the one-colour black logo only when colour is not available.

Always use the official one-colour black version of the logo. Do not attempt to change the full-colour logo to grayscale.

This version should be used when printing on coloured paper.

K:0

White

K:100

Black

K:55

FSA Mid Grey

K:30

FSA Light Grey

11 The logotype URL usage

Corporate version (Default) Consumer version

The logotypeURL usage

The URL should be used as illustrated on all pieces of external communication, with the exception of uniforms, signage and online. Our corporate URL is food.gov.uk and this should be the default choice. eatwell.gov.uk is our main consumer facing website and this logo version should be used in communications relevant to consumers. If in doubt of which URL is appropriate, please contact the Communications team.

13 The logotype Reversed-out

The logotypeReversed-out

There is a reversed-out version of both colour and mono logo variants. They are to be used on darker toned backgrounds.

Colour reversed-out Mono reversed-out

15 The logotype Background tone

The logotypeBackground tone

The tone of the background will influence the choice of colour/mono variants of the logotype.

As the background tone becomes darker (above approximately 25% black tone) the reversed-out version of the logo should be used.

Light background tones

25% black tone

Dark background tones

The logotypeIncorrect usage

When using the logo on photographic backgrounds care must be taken to ensure legibility.

The logo must only be placed on areas of an image that do not compromise the legibility of the logo.

See pages 45-48 for further advice on application of the logo and cover examples.

17 The logotype The logo type 1.3.1

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19 The logotype Minimum exclusion zone/size

The logotypeMinimum exclusion zone/size

A minimum amount of clear space must alwayssurround all versions of the logo. Clear spacemust equal 1/3 the width of the roundel’s total size.Maintaining proper clear space protects the visualidentity from competing graphic elements such astext, photography or background patterns that mayotherwise divert attention from the logo.

The logo should not be used any smaller than the minimum size (40mm). Exceptions should be referred to the Communications team.

21 The logotype Logo positioning

The logotypeLogo positioning

The spacing between the logo and media edge is based on the roundel. Always place the logo on the page based on these principles.

The logo can either be placed at the top or the bottom of the page but must always be ranged right.

Stationery is an exception to this due to alignment and legibility issues.

23 The logotype Scotland variant

The logotypeScotland variant

In addition to the primary logo there are two additional variants for Scotland and Wales, showing Gaelic and Welsh language respectively. There is no separate logo for Northern Ireland.

25 The logotype Wales variant

The logotypeWales variant

27 The logotype Strapline lock-up

The logotypeStrapline lock-up

The spacing between the elements is based on the roundel. Always construct the lock-up based on these principles. Praxis Pro Regular should be used for the strapline copy with -40 track (Adobe InDesign & Illustrator).

When a strapline is used for consumer campaign work, the consumer URL should be applied.

N.B. Straplines are devices to communicate particular corporate messages that support the brand. It is important that no straplines are used without prior permission from the Communications Division.

29 Typography Praxis Pro

The typefacePraxis Pro

We have selected Praxis Pro as our main typeface that should be used in all printed communications materials. Praxis Pro is a sans-serif typeface that is DDA compliant.

For communications materials such as PC correspondence, Powerpoint presentations and web text, please use Arial as the default font.

Praxis Pro LightPraxis Pro RegularPraxis Pro Semibold

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31 Typography Document description lock-up

TypographyDocument description lock-up

The spacing between the elements is based on the roundel. Always construct the lock-up based on these principles.

The document description should be centred vertically with the roundel. The main colour for headlines is FSA Dark Green. Where necessary the document description can be split over two lines. These is also the option to use FSA Light Green for a sub-description.

Praxis Pro Regular should be used with a -40 Track (Adobe InDesign & Illustrator).

33 Typography A4 communications - Point sizes/weights

TypographyA4 communications - Point sizes/weights

The format and style of headlines, body and other text should follow these simple guidelines.

For A4 formats a two column grid layout should be used for body copy.

Documents placed on the web as PDF or Word documents e.g. meeting minutes, should be in a sans serif typeface with a minimum size of 12 pt. This is to meet DDA guidelines.

35 Typography A5 communications - Point sizes/weights

TypographyA5 communications (Single column) - Point sizes/weights


37 Typography A5 format - Point sizes/weights

TypographyA5 communications (Two column) - Point sizes/weights


39 Visual elements The brand curve

Visual elementsThe brand curve

The brand curve is a key element of the visual identity and is a very useful tool that can be used in a wide range of applications.

It can be used to enclose images, enclose type, and differentiate elements on a page.

41 Visual elements Constructing the brand curve

Visual elementsConstructing the brand curve

The arc of the brand curve is constructed as part of a perfect circle and reflects the roundel in the logo.

To give the correct proportions, the radius of the circle should correspond to the longest length of any given format.

For unusual/bespoke formats please contact the Communications Division.

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XX

X

43 Visual elements Positioning the brand curve

Visual elementsPositioning the brand curve

The positioning of the curve is flexible providing the correct proportions have been applied.

The circle should be centred horizontally on the page.

45 Visual elements The brand curve - Cover examples

Visual elementsThe brand curve - Cover examples

Examples of the brand curve in use on brochure covers.

47 Visual elements Alternative covers - without the brand curve

Visual elementsAlternative covers - Without brand curve

Examples of brochure covers which have been designed without the use of the brand curve.

It is vital that the logo and strapline are constructed/positioned correctly.

Please refer to page 17 for logo legibility guidance.

49 Visual elements Cover backs

Visual elementsCover Backs

Examples of brochure covers showing back cover design with and without curve.

51 Visual elements Interior spread examples (A4 double column format)

Visual elementsInterior spread examples (A4 double column format)

Example of interior spreads designed with and without the brand curve. It can be seen that through a respect for space, strong use of colour and a rigid typographic layout the result can be fresh, modern and legible.

53 Visual elements Interior spread examples (A5 single column format)

Visual elementsInterior spreads examples (A5 single column format)

Example of interior spreads designed with and without the brand curve. It can be seen that through a respect for space, strong use of colour and a rigid typographic layout the result can be fresh, modern and legible.

55 Visual elements

Visual elementsInterior spread tint examples

The use of tints should be restricted to highlighting important information such as bullet points, quotes or endorsements.

Interior spread tint examples


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57 Visual elements

Visual elementsCharts & graphs

Information should be presented in a clean and modern style. The palette of secondary colours provides a distinct and comprehensive family of colours.

Charts & graphs

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59 Visual elements

Visual elementsCharts & graphs

Information should be presented in a clean and modern style. It is also possible to used tints of secondary colours to differentiate when presenting information.

Charts & graphs

PMS 342 PMS 369

FSA Dark GreenCMYK

C:100 M:0 Y:71 K:43

FSA Light GreenCMYK

C:59 M:0 Y:100 K:7

BlackCMYK

C:0 M:0 Y:0 K:100

WhiteCMYK

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FSA Light GreenRGB

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BlackRGB

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61 The colour palette

The colour palettePrimary colours

The primary colour palette consists of FSA Dark Green, FSA Light Green, Black and White.

Their use should be restricted primarily to the logo, supporting headlines, straplines and copy.

Primary colours

PMS 248 PMS 2627 PMS 641 PMS 186 PMS 158 PMS 116

CMYKC:40 M:100 Y:0 K:2

CMYKC:77 M:100 Y:0 K:31

CMYKC:100 M:4 Y:0 K:30

CMYKC:0 M:100 Y:81 K:4

CMYKC:0 M:61 Y:97 K:0

CMYKC:0 M:16 Y:100 K:0

RGBR:158 G:33 B:138

RGBR:73 G:24 B:109

RGBR:0 G:128 B:177

RGB RGBR:244 G:128 B:36

RGBR:227 G:24 B:55 R:255 G:210 B:0


The colour paletteSecondary colours

There is a comprehensive range of supporting colours in the secondary palette. They can be used to bring life and vibrancy.

An important use for the secondary palette can be the differentiation of sections within a document.

Secondary colours

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The colour paletteTints

Tints of all palette colours can be used, as appropriate.

Please note that these tints have been provided as an illustration of those available from the secondary colour palette. It is the responsibility of the designer to ensure that the use of these complies with DDA guidelines and that an appropriate colour text is used to ensure legibility.

All documents which will ultimately be placed online should comply with AA or AAA accessibility requirements. Consult the Communications team for any queries.

Tints


The colour paletteChoosing colours (Colour wheel)

When choosing colour combinations it is useful to refer to the colour wheel. The use of harmonious or complementary colours schemes can improve the effectiveness of a design.

Harmonious colours are any three colours which are side by side. Usually one of the three colours predominates.

Complementary colours are any two colours which are directly opposite each other. These opposing colours create maximum contrast.

Choosing colours (Colour wheel)

Harmonious Colours

Complem

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69 The colour palette Alternative logo option

MerchandiseAlternative logo option

This version of logo exsists for extreme circumstances where the default logo cannot be used, for example narrow media spaces such as pens and certain online applications.


Merchandise applicationsLogo application

When using the logo on merchandise every effort should be made to ensure legibility. The preferred background colour should be white.

Where possible the corporate colours of FSA Dark Green and FSA Mid Green should be sympathetically incorporated into the item.

Please note that the default logo for use on merchandising is the standard logo. For some merchandise the Wales and Scotland logo variants may be used, but legibility and the minimum size of 40mm must be considered.

Please consult the Communications team prior to producing any merchandise.

Logo application

73 Co-branding

Co-brandingLogo positioning

When the FSA is the lead brand in a co-branded piece of communications, the logo positioning guidelines (Page 21-22) should be adhered to, with partner brands incorporated sympathetically, ranged left. In situations where the FSA is not the lead brand the co-branding guidelines for the partner brand should be consulted. Please note, attention should always be paid tominimum logo size and exclusion zone rules contained in these guidelines. The FSA logo must always be used in its entirety.

Co-branding

FSA as support brandFSA as lead brand

Developed in partnership with

1 The Logotype

Published by the Food Standards Agency 2010 Designed by S/ID@RKCR/Y&R © Crown Copyright 2010 Printed in England

food.gov.uk

The Food Standards Agency Aviation House125 Kingsway London WC2B 6NH