authorised testing facility (atf): brand identity guidelines...a4 landscape cover example spreads...

Authorised Testing Facility

Brand identity guidelines Rev April 2014

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Contents The ATF propositionThe ATF brand propositionDVSA’s vision

The logoPrimary logoSecondary/portrait logoExclusion zonesMinimum sizesWhat not to do

Signage 14Mandatory signage for all ATFsThird Party Open Access ATFsmandatory signageTest lane signageAmbient branding

The brandColour paletteTypefaceWeb usageImageryA4 portrait coverA4 landscape cover

Example spreadsThe arcThe gradientImage placement

ApplicationCo-branded letterheadPowerPointATF provider co-branded advertisingMerchandise and clothing

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DVSAATF brand identity guidelines

The ATF proposition3

The ATF brandproposition

“ATFs will transform the delivery of testing. Theybring testing to the point of maintenance in a waythat allows DVSA to uphold the highest standardsof impartiality and independence.

“In doing so, they reduce cost and increaseconvenience for the ATF customer; create businessopportunities for ATF owners; and have a positiveimpact on both the environment and road safety.”

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DVSA’s vision Safety Standards Service

The Driver and Vehicle Standards Agency (DVSA) contributes todelivery of government initiatives as part of the Motoring and FreightServices Group of the Department for Transport.

As a group, we are working together to provide modern and efficientservices to meet the needs of customers, while always remainingfocused on keeping drivers and vehicles safe and secure.

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The logo6


Primary logoThis is the primary ATF logoshowing the text positionedto the right of the mark.

It is the default logo.

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Primary logoalternatives

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ATF primary logo (reversed out of green) ATF primary logo (reversed out of blue)

ATF primary logo (single colour black) ATF primary logo (reversed out of black)



Secondary/portrait logoThis is the secondary ATF logo,shown in its full colour version.

The text is always positionedbelow the mark.

In all instances, the primarylogo should be the fi rst option.However, the secondary logocan be used wherever physicalspace means the use of theprimary logo is not possible.

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Secondary/portrait logoalternatives

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ATF primary logo (reversed out of green) ATF primary logo (reversed out of blue)

ATF primary logo (single colour black) ATF primary logo (reversed out of black)



ExclusionzonesTo maintain clarity andlegibility, the logo markshould be positioned on thepage with an area of clearspace surrounding it – an‘exclusion zone’.

This ‘exclusion zone’ canbe measured as the heightof the MOT symbol, as shown.

The exclusion zone cannotcontain any other graphicelements or typography.

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Exclusion zones

Minimum sizesStationery and literatureThe logo should alwaysbeen shown as prominentlyas possible, However, inapplications where smalllogos have to be used such asbusiness cards, it must not bereproduced smaller than 26mmin width, and the secondarylogo should not be reproducedsmaller than 20mm in width.

Co-branded signageOn signage, the primarylogo must not be reproducedsmaller than 420mm x 200mm,and the secondary logo shouldnot be reproduced smaller than297mm x 297mm

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Printed material (stationery and literature)

Co-branded signage

For ATF signage refer to page 15



What not to doTo preserve its integrity andkeep the brand consistent,the logo should be used in itsoriginal form at all times, andnot redrawn, recoloured oraltered in any way.

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Signage14


Mandatorysignage forall ATFsPrimary signSignage must be displayedas shown, at a mandatorysize of 1350mm x 625mm

Secondary signThe secondary sign may only beused when there is not enoughspace to display the primarysign. Signage must be displayedas shown, at a minimum size of600mm x 625mm.

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All ATFs must display at leastone sign, the primary optionbeing the preferred sign.

All signage must be displayedon an exterior wall, in aprominent position adjacentto the approved test lane(s),no part higher than 4.5m andno part lower than 1m fromthe ground.

Mandatory size 1350mm x 625mm

Mandatory ATF sign – secondary sign option

Mandatory ATF sign – primary sign option

Mandatory size 600mm x 625mm

Third PartyOpen AccessATFs mandatorysignageeg for boundary orsite entrance areas

Guidelines for usageIt is mandatory for all ATFs offeringtesting to Third Party OpenAccess customers to have exteriorsignage in place at the boundaryof the site, or at the site entrance,to clearly signal to customers thatthis site offers Third Party OpenAccess testing.

Every effort should be made toensure it is clear, consistent andprofessionally produced.

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Third Party Open Access ATF signs: examples

Horizontal sign Vertical sign

Horizontal sign with services listVertical sign withservices list

Services listed on the exteriorsigns should be adapted torefl ect types of test that theATF is authorised to deliver.

The ATF logo may be incorporatedwith the ATF’s own signage, using theminimum logo sizes. Refer to page 12,co-branded signage for details.



Recommendedtest lanesignage

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Minimum size 850mm x 75mm (proportions can be altered to suit)

Test lane signage

Test lane signage

Not to scale

AmbientbrandingCreating an experienceAlthough there’s no requirementto do so, the ATF brand andthese guidelines can be usedto create a fully rounded brandexperience on site.

For more information,please contact DVSA [email protected]

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The brand19

Colour palettePrimary coloursThe primary colours for theATF brand are:

Green (Pantone 3298)Blue (Pantone 654)

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Spot coloursPantone 3298

Four colour processC: 100M: 0Y: 60K: 38

WebsafeR: 0G: 102B: 102

Hex# 006666




Hex# 000066





Hex# 000066


TypefaceThe ATF primary typefaceis Arial.

To ensure accessibility, 12ptis the minimum recommendedsize for text.

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Arial (Regular, Bold and Italic weights)

Arial regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890Arial bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890Arial italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890

Arial bold italic


Web usagePrimary coloursFor documents that are viewedonline through web browsers(websites) the following shouldbe observed:

RGB or Hex colours:

GreenRGB = R0, G102, B102Hex = 006666

BlueRGB = R0, G0, B102Hex = 000066

Minimum logo sizes:

Primary logo: 147 pixelsSecondary: 85 pixels

TypefaceFor all online communicationArial should be used.

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Green


Hex# 006666


Hex# 000066

Blue

Online/web font is Arial

Arial regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890abcdefghijklmnopqrstuvwxyz 1234567890Arial bold




ImageryAll imagery should be relevantto the transport and logisticssector. It should be set in the‘real world’, not staged anddepict realistic situations.

Any vehicle-basedphotography should showvehicles in the UK and people-based imagery should alwaysfeature actual ATF or DVSAstaff and customers, ratherthan models.

In DVSA publicity, third-partylogos and vehicle registrationsshould be removed, correctworkwear shown whereapplicable, and permissionfor usage should be requestedfrom any DVSA staff featuredin the photography.

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Vehicle-based imagery People-based imagery

A4 portraitcover

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ATF Primary logoA4 portrait size of 85mm

Main headingArial regular 28pt on 35ptleading. Blue or greenheading.

Supporting pictureThese can be colour orduotone pictures (duotoneimage must match thecolour of the circular frame)

Main picture



A4 landscapecover

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ATF Primary logoA4 landscape size of 100mm

Main headingArial regular 28pt on 35pt leading

Supporting pictureThese can be colour or duotone pictures (duotone image must match the colour of the circular frame)

Main picture

ExamplespreadsThe example spreads showngive guidance on typographyand font sizes in printedcommunications.

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Section headingArial bold 22pt on 26pt leading

Single line headingArial regular 55pt

Double line headingArial regular 42pt on 50pt leading

Introduction copyArial regular 16pt on 21pt leading

Sub-headingArial bold 16pt on 21pt leading

Body copyArial regular 12pt on 16pt leading



The arcAlongside colour and imagery,the third element that givesthe ATF its distinctive visualidentity is the use of graphics.

As these non-prescriptiveexamples to the right illustrate,we have introduced the ‘Arc’.

This graphic device is basedon the circular ATF symbol.It is versatile, though mosttypically used to frame imagesand add emphasis to importantinformation.

This element allows morecreative interpretation ofthe visual identity, withoutsacrifi cing the ATF brand’sauthority and consistency.

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Arc can be positioned anywhere, but onan A4 sheet its line width should be 40pt.The two examples shown here depict howthe arc is cropped from a master circlewith line width of 40pt.

For documents of different dimensionssee the following page for line widthguidance.

Example 1

A master circle with 40pt linewidth creates the arc.

Example 2

A smaller master circlecreates a steeper curvein the arc. 40pt line widthalso applied.

The arcArc line weightTo maintain a consistentproportion between the sizeof the page and the line widthof the arc, the following shouldbe adhered to:

A2 page line width 80pt





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For guidance on the position ofthe arc see the previous page



The gradientWhenever the arc graphicis used it should contain agraduated line as shownin the examples on this page.

3 types of gradient can be useddepending on the layoutbackground colours.

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Against a white backgroundonly the blue to green gradientcan be used.

Usable gradients

ImageplacementAs shown in these non-prescriptive examples on theright, the arc can be usedto frame main imagery. Asupporting image can also beincluded using a circular imageborder placed on the arc.

The colour of the supportingimage border is dependent onits position on the main arc.

The gradient on themain arc begins after thesecondary image.

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Application31

Co-brandedletterheadThe example shown indicatesthe positioning of the ATFlogo in dual companydocumentation.

It should, if possible, sit bottomright but if third-party brandingdoes not allow this, it can sitbottom left.

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PowerPointcover slide

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Cover slide

PowerPointcontent slide

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Cover slide



PowerPointcolour paletteand otherpagesIn certain instances, forexample, where graphs arenecessary, a secondary colourpalette should be used.

These secondary PowerPointcolours allow you to creategraphs with both a unifi edcolour scheme or graphsfeaturing contrastingcoloured data.

See the pie and bar chartson the right for examples.

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Primary colours

Secondary PowerPoint Colours

Pie chart example slide

Graph example slideText example slide


ATF providerco-brandedadvertisingIt is not mandatory for ATFproviders to display ATF brandingon their advertising. However,where it is featured, the followinglogo guidance should apply.

For horizontal rectangular logoshapes, where possible theprimary logo size should be 66% ofthe length of the partner logo. Thesecondary logo should be no morethan 33% of the partner logo.

For logo shapes that occupyan area in a square or verticalrectangular shape, where possiblethe primary logo should be nomore than 133% of the length ofthe partner logo. The secondarylogo should be no more than 66%of the length of the partner logo.

In any case, the primary andsecondary ATF logos shouldnever be reproduced smaller thanthe minimum sizes outlined onpage 12.

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Horizonal provider company logo

Square or vertical provider company logo

The primary logo is set to66% of the length of thepartner logo.

In this example of limited space, thesecondary logo would take up toomuch space, and so has defaulted tothe minimum size allowed.

EXAMPLE ADVERTISING EXAMPLE ADVERTISING

provider company logo


provider company

logo



Merchandiseand clothingThese are examples only andare not actual merchandiseavailable.

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DVSA Head Office

Berkeley HouseCroydon StBristol, BS5 0DA

Telephone 0300 123 9000Email [email protected]/ATF

http://www.gov.uk/ATF

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