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2 || Moray Community Planning Partnership

What is the partnership?

The Moray Community Planning Partnership (CPP) is a affiliation of public and voluntary organisations working within the Moray geographic area.

The partnership aims to foster cooperation between all stake holders and bring about a positive and measurable improvements within our communities.

Who is the partnership?

The CPP is composed of:

• The Moray Council• Police Scotland• NHS Grampian• Moray College• Scottish Fire & Rescue Service• HIE• HITrans• Skills Development Scotland• tsiMoray

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Why does the partnership need its own identity?

The partnership is an affiliation of nine organisations all with their own priorities and identities.

Trying to balance the needs of nine brands would be an impossible task, leading ultimately to the dilution of the individual identities and confusion of the overall campaign aims.

In order to give a unified approach to the partnership, one over arching identity is need.

The partnership branding supersedes and replaces the branding of the individual partners, when three or more partners work in concert.

In cases where two partners work together, those identities should remain individually distinct and not use the partnership mark.

An example would be the Buckie Harbour Development which involves the Moray Council and HIE.

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Partnership Mark

Logo SymbolLogotype

Basic elementsThe branded partnership mark is constructed from two basic elements: the logo symbol and the logotype. When used as the partnership mark the relationship between the two elements is fixed and should not be altered or adjusted in any way.

Minimum Size

The minimum size for the partnership mark is 30mm, measured along the width of the mark.

Minimum Size 30mm

Typeface

The logotype is produced using the Optima typeface. Where practical this typeface should be utilised for headings and sub-headings in the CPP branded documents.

Individual elements

Circumstances may arise that call for the use of either the logo symbol or the logotype out with the partnership mark.

Where possible the partnership mark should be emblazoned upon document covers, posters, flyers or upon the opening slide of a presentation.

Individual elements may be used where practical, such as on the closing slide of a presentation or as an identifying element on a certificate.

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Clear spaceThe minimum amount of space that should appear around the Partnership mark. No other element should be permitted to infringe on this space.

The use of the Partnership mark over rides the presence of any and all other logos belong to the partnership members in CPP promotional activity.

1X

½X

½X

½X ½X

Placement

Where possible the partnership mark should be placed at the corner of a publication. Top or bottom, right or left is acceptable depending upon the needs of the design.

6 || Moray Community Planning Partnership

Partnership branding samplesWith three or more cooperating partners, the partnership branding should replace the individual partner identities.

Online Consultation now open

Online Consultation now open

Landscape sample with partnership mark on lower left corner

Portrait sample with partnership mark on lower right corner

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Cooperative brandingWhen two partners cooperate, the partnership branding should not be used. Instead the individual partner identities should be utilised, with deference to their own branding guidelines. As a general guide, partner logos should be located within proximity of each other and be of approximatly similar size.

Personal Care

Personal Care

Landscape sample with cooperating agency logos on lower right corner

Portrait sample with cooperating agency logos on lower right corner

8 || Moray Community Planning Partnership

UsageThe partnership mark is available in three different forms: colour, mono and reversed mono.

The use of the CPP partnership mark implies and embraces the cooperative working on all of the partner members.

Colour

The colour partnership mark should be used only against a pale coloured background and should never be placed in a white box. If the background is a complex image, consider using a mono or reversed version instead.

Mono & Reversed

The mono partnership mark should be used where a colour mark would appear small and muddy. Against a pale background the mono version should be used, but against a dark background the reversed version should be used.

Mono partnership mark against a pale background

Reversed partnership mark against a dark background

Reversed partnership mark against a complex background

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Partnership colours

The partnership uses a number of colour gradients in its logo. The specific details of these colours are listed below.

Partnership GreenCMYK: 86/19/91/5

Partnership Pale GreenCMYK: 61/0/79/0

Partnership BlueCMYK: 96/69/6/0

Partnership OrangeCMYK: 0/75/98/0

Partnership Pale BlueCMYK: 83/40/0/0

Partnership GoldCMYK: 2/9/97/0

Partnership PurpleCMYK: 67/95/9/1

Partnership Pale PurpleCMYK: 30/91/0/0

10 || Moray Community Planning Partnership

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www.yourmoray.org.uk