brand usage guide.pdf

7/29/2019 Brand usage guide.pdf

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T H E MIN I T O O L K IT


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HIGGLE DY-PIGGLEDY STREETS WITH NA MES

YOU WANT TO SAY OUT LOUD BEA R STEPS, W YLE COP

AND GROPE L ANE . A RIVER THAT SCOOPS UP THE TOWN

IN A LOOP. BURGER AND FRIE S IN A MEDIEVAL CELLAR .

TWO BRI DGES, EACH WITH A DIFFERENT NATIONALIT Y.WONKY BUILDINGS LEFT, RIGHT AND CENTRE.

A CAPPUCCINO AND A BI KE TO GO. BREAD, STILL WARM,

MADE W ITH FLOUR FROM A WATER MI LL A FE W MI LES AWAY.

MICK JAGGER A ND MARGAR ET THATCHER WATCHING

FROM A 1500s BUILDING. A BLOCKBUSTER

IN A TUDOR CINEMA...


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THE WORLDS TALLEST TOWN CRIER .

921 YEARS OF WIN E BUFFS. THREE MILLION BLOOMS

IN A Q UARRY. PURPLE SPROUTI NG BROCCOLI FROM

THE ALLOTMENT (BUT ONLY BETW EEN NOVEMBER

AND APRI L). DARWINS SCHOOL DAYS. CARTOONSAND CARI CATURES FROM ALL OVER THE WORLD.

A MUSEUM IN AN OLD MUSIC HALL WITH MODERN ART

MIXED IN. 14TH CENTURY GRAFFITI. CHARLES DICKENS

CHOIC E FOR BED, BREAKFAST AND THE PICKWI CK

PAPERS. A FOLK FESTIVAL WITH FREE WIFI ...

YOU C ANT COPY SHREWSBU RY.


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Shrewsbury is a one-o. You spot it

as soon as you step out o the train

station (which has the largest

mechanical signal box in the world,

but thats by the by). It oozes charm.

And behind the charm, theres

a lot going on.

The trouble is, not enough people know it.

Too many people miss Shrewsbury on their

way to somewhere else. Or theyre just

passing through. This brand is or them.

We want them to stop, to know where we

are on the map and to head here rst.

We want to show them what a special place

this is. And were going to do it by putting

a spotlight on the one-os all over the town.

Some o them are more obvious than others

(Darwin, our Tudor buildings, The Quarry

and the Flower Show), but many o

Shrewsburys one-os are hidden in the little

things. The handwritten label on a jar o jam.

The stories, old and new, about whos stayed

where and when. The things you miss when

you leave and youre happy to come home to.

Were tapping into all these things. Theres

a lot more we could talk about and many

dierent angles we could take. But good,

clear brands that make people sit up and

take notice ocus on one thing. So thats

what were doing. Its about celebrating the

one-o places, people and things to dothat are all over Shrewsbury.


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T H E MAI N PART S O F

S H R E W S B U RY S N E W B R A N D

Y O UL L ST AR T T O SP O T T H ESE T H IN G S

O N B R O C H U R E S A N D P O S T E R S A R O U N D

S H R E W S B U R Y A N D S H R O P S H I R E .


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FIRST, THERES

OUR LOGO


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THIS IS OUR

GR APHIC PATTERN


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THIS IS

OUR FONT

T H E F I N D S . T H E N O T- Q U I T E - L I K E -

A N Y T HI N G E L S E . T H E Q U I R K Y.

T H E V E R Y, V E R Y O L D A N D T H E

B R A N D N E W . (O R A M I X O F

T H E T W O. ) T H E C A N T- B E - C O P I E D .

T H E C A N T- B E - B E T T E R E D.


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THIS IS OUR

COLOUR PALETTE


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AND THI S IS WHAT OUR

PHOTOS WILL LOOK LI KE

PLEASE NOTE:The photos shown on this page are or mood board reerence onl y. They have not

been bought by Shropshire Council so should not be reproduced or presented externally to anyone.


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Well, you probably dont need to worry

about most o it. Weve designed it

especially or Shrewsbury and we want

it to be used careully and in the same

way so visitors start to notice our brand.

The people who will use it the most will

be graphic designers. Weve written

more detailed guidelines or them.

Please ask or them i youd like to use

more elements o the new identity in

your marketing (you can fnd contact

details at the end o the toolkit) .

But we want everyone in Shrewsbury

to make the new brand work or them.

So there is something wed love you to

get involved with...

HOW CAN I USE

THE NEW IDENTITY?


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Weve designed a simple stamp that

you can use easily to showcase your

own Shrewsbury one-os:

You can use this line on the stamp in lots o

ways. For example, to say how old a building

is:since 1586. To show that something is

new:since 2012. Or to say that a loa o bread

was baked earlier this morning:since

6.30am. Play with this idea as much as you

like, as long as you dont change the wording,

and what you write helps to sum up the

one-o idea. And only use A Shrewsbury

One-O Since... in the stamp.

You can write your Shrewsbury one-os in the

stamp by hand. Theres also a handwritten

ont on the CD or when handwriting isnt

possible (or example i youre making

transparent window stickers or printing a

guide or brochure with the stamp inside).

PUT YOUR STAM P

ON SHREWSBURY

6.30am

1987

1829

2012


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T H E W O RD S


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OUR BRA ND IS ALL ABOUT LETTING

THE REST OF THE UK KN OW, CLEA RLY AND

CONFI DENTLY, THAT THER ES NOWH ERELIKE SH REWSBURY. WE WANT THIS SAM E

CONFIDENCE TO BRUSH OFF ON OU R WORDS

TOO. THER ES NO SPACE FOR NAGGIN G

WHY-ARENT-WE-AS-WELL-KNOWN-AS-SUCH-AND -SUCH DOUBTS FROM NOW ON.

HERES HOW TO MAK E YOUR WORDS

BRISTLE WITH CONFIDENCE.


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TAGLINES

We want people to remember our

brand so we need to use these same

words over and over again.

THE TAGLINE ON OUR LOGO:

SHREWSBURY

THE ORIGINAL ONE-OFF

ITS SIDEKICK ON THE STAMP:

A SHREWSBURY

ONE-OFF SINCE

Dont mess with these words! We wrote

them just or the logo and the stamp, so dont

repeat them or use them anywhere else

(in body copy or in titles, or example).

HANDYHINT

Thinkaboutsu

rprising,

unexpectedw

aysto

explainwhyso

mething

isaone-off.


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SUPPORTING LI NES

The best way to tell people that

Shrewsbury is a one-o is toshow it,

by using examples o one-os in the

town as we have on the next ew pages.

Sometimes, though, you might want

to talk about the overall idea on a

homepage, the ront page o a brochure

or on merchandise without repeating

the line on the logo. Think about other

surprising, unexpected ways and

phrases to explain that something is a

one-o. It helps to start with idioms you

might say, likea real fnd. Otherwise

youll end up with well-trodden, empty

words and phrases that most places

use like unique or rare. And Shrewsbury

isnt most places.

Here are some we came up with earlier.

Theyre no good hiding in these guidelines,

so eel ree to use these and come up with

your own, too.

THE FINDS.

THE NOT-QU ITE-LIKE-

AN Y TH IN G -ELSE.

THE QUI RKY.

THE VE RY, VERY OLD AN D

THE BRAND NE W.

(OR A MIX OF THE T WO.)

THE CANT-BE-COPIED.

THE CANT-BE-BETTERED.


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TITLES

We want our titles to be clear and

strident, so push the style and tone.

Use lots o verbs, short sentences and

write defnitive statements. It can take

a bit o nerve to write like this, but as

long as what youre saying isnt boastul,

it wont sound arrogant or standofsh.

Here are some examples to get

you started.

SECTIONS

I youre writing sections o a website or a

brochure, use simple, active verbs like this:

SHOP not Shopping

DO not What to do

EAT not Restaurants or Places to eatSTAY not Hotels or Places to stay

HANDYHINT

Uselotsoverbs,shortsentencesandwritedefnitivestatemen

ts.


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WRITING ABOUT ONE-OFFS

Pick out small details and nd unexpected

ways to say things. So instead oresh

organic vegetables say Italian new Nicola

potatoes. Just dug up. Be playul too, but

make sure you keep your sentences short.

BAKED BY JO E AT 5.15AM.

BOUG HT BY YOU AT 9AM.

GONE BY 9.05AM.Shrewsbury Bakehouse

921 YEAR-OLD VI NTAGE.Tanners Wine Merchants

OUR QUARRY

IS FULL OF FLOWERS.The Quarry Park

YOU SAY POTATO.

WE SAY ITALIAN NE W NICOL A.

JUST D UG UP.Pomona Grocery

FREE-RANGE DUCKS

LAID THE EGGS.

LUCY LAID THE TABLE.Hardwick House B&B

BEAMS AND A BIG SCREENOld Market Hall cinema

PLAYING ON THE OPPOSITE OF ONE-OFFS

You can also have a lot un by putting

a picture o something that is obviously

a one-o ( like a plate o vegetables) with

a negative line thats associated with

mass production or the daily grind.

This isnt quite as easy to do because

there are only so many lines to choose

rom, but when you get it to work its a

witty way to say one-o (see page 21

or some examples).


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EVERYTHING ELSE

From stylish shopping and decadent

dining, to contemporary arts and a

vibrant nightlie

...This is the sort o thing most tourist

boards write all the time. These words are

rom Visit Leeds website, but they could

just as easily describe most towns, including

Shrewsbury. We dont need to write a sales

pitch because we arent short o one-os

to write about. So when youre writing a

brochure, a webpage or anything else, write

more like you speak and let Shrewsburys

one-os do the selling or you.


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Imagine you were telling someone why

they should come to Shrewsbury

ADD DETAIL

You probably wouldnt say that Shrewsbury

has decadent dining or contemporary eating.

But you might say Cae Saron near the

Welsh bridge has won awards or its curryor try the pan-ried brill fllet i you go to the

Lion and Pheasant.

PICK OUT THE ONE-OFFS AND THE QUIRKS

Its pretty handy having shopping centres

on our doorstep but i were honest, visitors

dont come to Shrewsbury or the comort,

convenience and easy access o under cover

shopping. So write about the one-o shops

that people wont be able to nd anywhere

else (visitors might pop into Boots while

theyre here, but it isnt what will make them

come in the rst place).

SKIP THE ADJECTIVES

Say Quarry Parknotmagnifcent Quarry Park.

Say freworks not truly spectacular freworks

display evening. And i you want visitors

to know howsuperb the olk estival is,

namecheck artists past and present like KT

Tunstall, Richard Thompson and Kate Rusby.

SKIP THE FORMAL OR SALES-Y WORDS

Look out or ormal words people write,

but hardly ever say likesituated, located,

perectly placed, venture into or words that

sound too copywritten like theres plenty

more to tempt the garden lover. I in doubt,

say it simply: i you like gardens

HANDYH

INT

Skipthefor

malor

sales-ywo

rds...we

arentshor

tofone-offs

towriteabo

ut.


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T R A F F I C J A M

N O A R T I F I C I A L

C O L O U R S

G R A F F I T I

TAKEAWAY

E X E R C I S E

B I K E

R E A D Y M E A L

BEST BEFORE 1403

C H A I N S T O R E

PLEASE NOTE:The photos shown on this page are or mood board reerence onl y. They have not

been bought by Shropshire Council so should not be reproduced or presented externally to anyone.


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W H AT T H E B RA N D

L O O K S L IK E


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IN PRINT

T H E F I N D S ,

TH E N OT-QU I TE-LIKE-

A N Y T HI N G E L S E ,

TH E SPECI A L A N D T H E

C A N T - B E - B E T TE RED.

Posters

N O A R T I F I C I A L C O LOU RS


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Brochure covers

I N W I N T E R

TO WN MAP

T H E G U I D E


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Brochure spreads

Ihitatat uribers pernatur, tenim

pem hitium ugia velistor apis

dolorupta quidicto verciurem

quatur re sequam ugiae. Nem

exces num dellates et que sandi

pidelitvo lupissunt. Oluptate

iusant utatatur, eoste escia

quam volut audi ilitae expedis

nitate plia volorro vendamet, nim

in latenia voloreh endiae vendita

sum quam accusda ducium

voluptat. Ignis aut veliciis etur,

odissus cienitia aintorernatur

repe aut raturia vent liquidi

omnitas arunt alia s ecatur, que

oditae eate maximoluptat do

occum sidi blaut poreprovit, ipid

minctur sum nimage rest, utem.

Apero tem aborest orrunt. Suntis

consedi ciatiosaped que solut

occusam aborendit, etur

imagnam imusaep udaniet illam,

ut lab ipsusae simende rciende

lecatum quo in nus molorei

ctotas rem nos eturis ent ugitet

ad quas repta dolupta qui ut eum

in necte conHitatemp orepuda

volupta temolliquas culla nimet

reria nus asim voluptae et adit

prat volupta doloris es aut

accat. Nam, ut lant ociam que

verum niment, simus aut eos ma

aspidi ocatur ad quibus dis

quaest voluptiae laut vitibust,

core pa ni consed acea dolupti

inustisi qui num quatecus aut

pori suntis nulparc idigene.

Quidicto verciurem quatur re

sequam ugiae. Nem exces num

dellates et que sandi pidelitvo

lupissunt. Oluptate iusant

utatatur, eoste escia quam volut

audi ilitae expedis nitate plia

volorro vendamet, nim in latenia

voloreh endiae vendita sum

quam accusda ducium voluptat.

Ignis aut veliciis etur, odissus

cienitia aintorernatur.

Ihitatat uribers

pernatur, tenim pem

hum fugia velist apis

dolor upta quidict

id verciurem qudo

quatur. Nata eos

doluptatis endente

mquate se con pe

omnimilit raerum et

quidus il sam

eramus.

S H R E W S B U R Y B A K E H O U S E

Castle Gates

B A K E D BY JOE AT 5.15AMBOUG H T BY YOU AT 9AM.

G ONE BY 9.05AM.

1997S HOP

2002

C H A I N S T RE


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Brochure spreads

Ihitatat uribers pernatur, tenim

pem hitium ugia velistor apis

dolorupta quidicto verciurem

quatur re sequam ugiae. Nem

exces num dellates et que sandi

pidelitvo lupissunt. Oluptate

iusant utatatur, eoste escia

quam volut audi ilitae expedis

nitate plia volorro vendamet, nim

in latenia voloreh endiae vendita

sum quam accusda ducium

voluptat. Ignis aut veliciis etur,

odissus cienitia aintorernatur

repe aut raturia vent liquidi

omnitas arunt alia secatur, que

oditae eate maximoluptat do

occum sidi blaut poreprovit, ipid

minctur sum nimage rest, utem.

Apero tem aborest orrunt. Suntis

consedi ciatiosaped que solut

occusam aborendit, etur

imagnam imusaep udaniet illam,

ut lab ipsusae simende rciende

lecatum quo in nus molorei

ctotas rem nos eturis ent ugitet

ad quas repta dolupta qui ut eum

in necte conHitatemp orepuda

volupta temolliquas culla nimet

reria nus asim voluptae et adit

prat volupta doloris es aut

accat. Nam, ut lant ociam que

verum niment, simus aut eos ma

aspidi ocatur ad quibus dis

quaest voluptiae laut vitibust,

core pa ni consed acea dolupti

inustisi qui num quatecus aut

pori suntis nulparc idigene.

Quidicto verciurem quatur re

sequam ugiae. Nem exces num

dellates et que sandi pidelitvo

lupissunt. Oluptate iusant

utatatur, eoste escia quam volut

audi ilitae expedis nitate plia

volorro vendamet, nim in latenia

voloreh endiae vendita sum

quam accusda ducium voluptat.

Ignis aut veliciis etur, odissus

cienitia aintorernatur.

Ihitatat uribers

pernatur, tenim pem

hum fugia velist apis

dolor upta quidict id

verciurem qudo

quatur. Nata eos

doluptatis endente

mquate se con pe

omnimilit raerum et

quidus il sam eramus

sera.

T H E Q U A R R Y P A R K

Home to The Carnival,

Regatta and Dragon Boat Festival

O U R Q UA R R Y I S

F U L L O F F L O W E R S

1700DO

2012

R E A DY M E L


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Business cards

Shropshire Council, Shirehall, Shrewsbury, Shropshire SY2 6ND

T 01743 25254 6 E [email protected]

S H R E W S B U R Y T H E O R I G I N A L O N E - O F F

Grove House, St. Julians Friars, Shrewsbury, Shropshire SY1 1XL

T 01743 261919 E [email protected]

S H R E W S B U R Y T H E O R I G I N A L O N E - O F F

ALI S O N P ATRI CKT O U R I S M O F F I C E R

2008

S I M O N M CCLO YCEO SH ROPSH IRE TOURISM

2002


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ON WEBSITES

D O

SHOP

E ATS H O P STAYD O F I N D

UPCOMING EVENTS

LATEST NEWS

GALLERY

MAP OF SHREWSBURY

Shropshire Modellers Show

1st April 2012 - 1st April 2012

Rea Valley Farmers Market


Samba Beats Drumming Workshop

3rd April 2012 - 3 rd April 2012

Introduction to Garden Design


Search is on for Englands biggest fan!

Posted: 27 th march 2012

Charles darwins childhood garden

open to the public for anniversaryPosted: 8t h februar y 2012

Competition winner praises

ShrewsburyPosted: 6th February 2012

Photos from events and locations

in Shrewsbury.

E AT

THE FINDS. THE NOT-QUITE-LIKE-ANYTHING-ELSE .

THE QUIRKY. THE VERY, VERY OLD AND

THE BRAND NEW. OR A MIX OF THE TWO.


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E ATS H O P S TAYD O F I N D

UPCOMING EVENTS

LATEST NEWS

GALLERY

MAP OF SHREWSBURY

Shropshire Modellers Show


Rea Valley Farmers Market


Samba Beats Drumming Workshop

3rd April 2012 - 3 rd April 2012

Introduction to Garden Design


Search is on for Englands biggest fan!

Posted: 27 th march 2012

Charles darwins childhood garden

open to the public for anniversaryPosted: 8t h februar y 2012

Competition winner praises

ShrewsburyPosted: 6t h February 201 2

Photos from events and locations

in Shrewsbury.

SHOP

Aruntor i der itat il ipsam fuga. Aribusae lat iossin consequia dolor umquodi

simposam adi deleniet reperro riorepu daepedit molupta temporepudi qui

dusapis desto berchicimo il eicitas et audit, cuptati urerum asi destio con

pro is eni repersp itiaerum comnimpe suntibusam fuga. Otatur solorem

perupta temperro beatem quossit evellupta quam atur modis magnient.

Uci volupti busant esequos at quundust esti tendebitam re volent ra quam,

omnis explandam, omnis et qui ratenem quiam hicaboreic tempos

dolorporum iderum facitet urestinci dessimet od molorionet quasit omnimil

millat vitiate vendis ium sunt ex et recabor asit quod quam, consedis qui

conseces ni dellitatur aut quis.


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ON MERCHANDISE


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FOR EVENTS

C H A R L E S D A R W I N

F E S T I V A L

1 6 2 2 S E P T E M B E R 2 0 1 1

1809

S H R E W S B U R Y

F L O W E R S H O W

10 11 AUGUST 2012

1887


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WITH SHOPS

AND BUSINESSES

6.25am21stMay

1951


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T H I S I S J U S T

THE START


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MORE THAN A ONE-OFF

The Original One-O doesnt end

with a logo, words or a pattern. I we

really want the idea to stick we need

to think about what other one-os we

can come up with or draw attention

to in Shrewsbury.

A VISIT SHREWSBURY TOWN MAP

...might become a map o one-os:

quirky places to visit, shop, eat and see

that no other town has.

A WELCOME TO SHREWSBURY SIGN

...might become a blackboard with a hand-

chalked message that changes every day.

SHREWSBURYS T WITTER ACCOUNT

...might be run by someone di erent rom

Shrewsbury every day, tweeting about their

Shrewsbury (its what Swedens ocial

Twitter account does).

A BILLBOARD SIGN OUTSIDE THE STATION

...might become a wall o fowers sponsored

by the Flower Show that changes with

the seasons.

A VACANT S HOP

...might become a pop-up crat shop over the

summer with stock that changes every week

(all handmade one-os, naturally).

THE DRAPERS HALL

...might be taken over once a month by ches

in Shrewsbury. The rules o this seasonal

supper club would be to only make dishes

using ingredients rom within ve miles o

Shrewsbury, and dishes that arent on any

menus in the town.

THE OLD MARKET HALL

...might show a season o lms called

No Sequel blockbuster lms that never

had a sequel.

THE BALLROOM IN THE LION HOTEL

...might hold the Survival o the Unfttest

get-together. Every month enthusiasts meet

to celebrate the skills and crats time orgot,like stonemasonry, letterpress and old

Atari computers.

THE DARWIN LIBRARY

might invite touring authors to give a talk

or tell a story with no notes. The stories arent

recorded or turned into a podcast. Its called

You only hear it once and youll only hear

them by coming to Shrewsbury.

Ideas like this will make sure

Shrewsburys reputation as a town

o one-os grows.


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I youve got any questions about our

brand or about how and when to use

the stamp, get in touch with:

Alison Patrick

Visitor Economy Team

Shropshire Council

Tel: 01743 252546

Email: [email protected]

ANY QUESTIONS?

brand usage guide.pdf

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