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
4 Print National Trust / Brand standardsContents
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
National Trust / Brand standardsPrintContents5
Howthewaywelookandtalkhelpsustoconnectpeopletothespecialplaceswelookafterandtheworkwedo
Design idea
6 Print National Trust / Brand standardsContents
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
National Trust / Brand standardsPrintContents7
Formillionsofpeople,thisisthe symbolthatsumsusup
Logo
8 Print National Trust / Brand standardsContents
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
10 Print National Trust / Brand standardsContents
Ourlogo
Logo
Colour versions of the logo
Thelogoisavailablein21differentcoloursplusblackandwhite. Seepage28forcolourbreakdownsandspecifications.
Whenyouneedalogopleasedownloaditfromthebrandcentre.
Go to brandcentre.nationaltrust.org.ukandselectcoreartworkfinder,wherebyfollowingtheeasyquestionandanswerprocess youcanselectanddownloadthecorrectartworkforyourproject.
Standard
Reducedsize
Insupportof
Alternativehorizontal
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
Metallics Pantone®871 Pantone®877
Mono Black White
Greens Pantone®356
Mono Pantone®ProcessBlack White
11 PrintContents National Trust / Brand standards
Logo
Ourlogo
Standard
Reducedsize
Insupportof
Alternativehorizontal
Versions of the logo: Wales
TheNationalTrustbilinguallogo(Welsh/English)hasfourversions:
StandardAlternativehorizontalReducedsize,foruseatsmallersizesmaintaining thelegibilityofthelogotype‘insupportof’,forusebysupportergroups
12 Print National Trust / Brand standardsContents
Logo
Ourlogo Colour versions of the logo: Wales
Standard
Reducedsize
Insupportof
Alternativehorizontal
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
Metallics Pantone®871 Pantone®877
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.
13 PrintContents National Trust / Brand standards
Logo
Clear space
Tomaketheoakleafandlogotypestandout, don’tputanytextorimagesintheclearspaceshown inthediagramsabove.
Clearspaceprinciples: Abovethelogo,leavespaceequivalenttohalfanoakleaf Totheleft,againleavehalfanoakleaf Totheright,leaveawholeoakleaf Below,leaveawholelogotype
Ourlogo
14 Print National Trust / Brand standardsContents
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
15 PrintContents National Trust / Brand standards
Clear space: Wales
Tomaketheoakleafandlogotypestandout, don’tputanytextorimagesintheclearspace showninthediagramsabove.
Clearspaceprinciples: Abovethelogo,leavespaceequivalenttohalfanoakleaf Totheleft,againleavehalfanoakleaf Totheright,leaveawholeoakleaf Below,leaveawholelogotype
Ourlogo
Logo
16 Print National Trust / Brand standardsContents
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
National Trust / Brand standardsPrintContents17
Thedesignelementsthatmakeour communicationinstantlyrecognisable
Elements
18 Print National Trust / Brand standardsContents
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
19 Print National Trust / Brand standardsContents
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
20 Print National Trust / Brand standardsContents
BlicklingPiece together your memories of this Jacobean palace, planted among the greens and blues of Norfolk www.nationaltrust.org.uk
The National Trust is a registered charity no. 205846
Elements
Our frame
Thetext,logoandframe-linearealwaysinthesamecolour.Tomakeiteasytodesignusingtheframe,thecompletecombinationofoakleaf,logotypeandframe-lineisavailableintemplateform.
Pleasedousetheseready-to-usetemplatesfromthebrandcentre.
Go to brandcentre.nationaltrust.org.uk,selectcoreartworkfinder,anddownload‘Logoframeworktemplates’.
Frame
21 Print National Trust / Brand standardsContents
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.
The National Trust is a registered charity no. 205846
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
22 PrintContents National Trust / Brand standards
Placing images in the frame layout
Imagescanbelargeorsmall,multipleorsingle,andcan bleedoffthetopandsidesofthepage.
Frame
Elements
The National Trust is a registered charity no. 205846
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
The National Trust is a registered charity no. 205846
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
The National Trust is a registered charity no. 205846
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
The National Trust is a registered charity no. 205846
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
The National Trust is a registered charity no. 205846
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
The National Trust is a registered charity no. 205846
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
23 Print National Trust / Brand standardsContents
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
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. 205846
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
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 an independent registered charity, number 205846
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. 205846
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. 205846
National Trust / Brand standardsPrintContents24
Layouts with the frame
Twodifferentframelayoutsshowinghowourcolour palettecanbeusedtocontrastorcomplementpowerful andintriguingimagery.
Frame
Elements
Croome ParkThe complete guidebook
PetworthThe complete guidebook
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Layouts with the frame
Thepositionoftheframe-linemovesdependingonhowmuch textyouneedtocommunicatebelowtheframe-line.Ifyou havealotoftext,orifyou’redesigningabilingualiteminEnglish andWelsh,theframe-linemovesupasshownabove.
Theseproportionsshouldnotbealteredandareavailablein templateformtodownloadfromthebrandcentre.
Frame
Elements
Optimum position Positionallowingmoretext Positionallowingmaximumtext
26 PrintContents National Trust / Brand standards
Layouts with the frame
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.
www.nationaltrust.org.uk
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.
www.nationaltrust.org.uk
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
27 Print National Trust / Brand standardsContents
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
28 PrintContents National Trust / Brand standards
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
29 Print National Trust / Brand standardsContents
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®213 Pantone®021 Pantone® 1788 Pantone®227 Pantone®525
Pantone®706 Pantone®317 Pantone® 7485 Pantone®587 Pantone®7541
Pantone®877 Pantone®871
Pantone®3125 Pantone®286 Pantone® 2768 Pantone®425
30 PrintContents National Trust / Brand standards
Our typeface
Wehaveourowntypeface,designedtohavethewarmthandmodernityofasans-seriftypeface,andkeepingatimelessqualitytoo.
Thetypefaceisinspiredbya1748inscriptionoriginallyinthegrotto atStourhead.Thesans-serifstylewasusedintheancientworld, butthisinscriptionisoneoftheearliestexamplesanywhereofitsmodernrevival.
OurtypefaceisanimportantassetoftheNationalTrust:noother organisationisallowedtouseit,andithelpsustoberecognisableeverytimewewritesomething.
Typeface
Elements
31 Print National Trust / Brand standardsContents
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
32 Print National Trust / Brand standardsContents
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.
33 PrintContents National Trust / Brand standards
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.
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.
34 Print National Trust / Brand standardsContents
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
35 PrintContents National Trust / Brand standards
Our shapes
Tohelpexpresstheideaofthesupporter’sexperience,wehave ourownsetofcut-outshapes,whichhaveapersonalquality, asifthey’vebeencutoutbyhandforacollageinascrapbook. Theyhelpgiveusauniqueandrecognisablestyle.
Shapes
Elements
36 Print National Trust / Brand standardsContents
Using shapes
Theshapesareusedtoholdimagesorsolidcolours.
Theshapesaboveareavailableasartworkstodownload fromthecoreartworkfinderareaofthebrandcentre,you canadapttheseshapesandmakethemmore—orless— irregulartomatchthefeelofyouritem.
Ifyouwanttocreateyourownshape,takeapieceofblack paperandcutouttheshape,aimingforstraightlinesbut notforperfection.Scanyourshapeinandtraceitusingthe pentoolinyourdesignsoftware.
Shapes
Elements
The National Trust is a registered charity no. 205846
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
38 PrintContents National Trust / Brand standards
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
39 PrintContents National Trust / Brand standards
Images
National Trust Images – here to help
Whereverpossible,useimagesfromNationalTrustImages.TheseimageshavebeenexpertlycommissionedwithappropriatecontractsandselectedespeciallyforNationalTrustuse.Ourphotolibrarypictureresearcherscanhelpyoufindtheimageyou’relookingfor.
Pleasecontactthephotographicmanager,ChrisLacey(07748147415)ifyouneedtocommissionanynewphotographyoryouarethinkingofrecruitingvolunteerphotographers.Chriscanprovideinformationaboutmodelrelease,propertyreleaseandgettingtherightcontractsinplace.
Otherwisepleasegotowww.nationaltrustimages.org.ukorcall01793817700forgeneralenquiriesandadvice.
40 PrintContents National Trust / Brand standards
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.
41 Print National Trust / Brand standardsContents
Images
Images our segments prefer – Explorer Families
ExplorerFamiliespreferimagesshowingthefamilyoutdoorshavingfunandadventure.
42 PrintContents National Trust / Brand standards
Images
Images our segments prefer – Curious Minds
CuriousMindspreferimagesthatgiveasenseoftheplacetheywouldbevisitingandtheexperiencegained.It’snotalwaysnecessarytoincludepeople.
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Images
Images our segments prefer – Out and Abouts
OutandAboutsliketobeshownthereisavarietyofthingstoseeanddo.Thisdoesn’thavetobeshownusingpeople(theyliketoimaginethemselvesthere)butifitdoesshowpeople,ayoungermiddleagerangeworksbest.
44 PrintContents National Trust / Brand standards
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.
45 Print National Trust / Brand standardsContents
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.
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Images
Why these images work at connecting people to a place (clockwisefromtopleft)
1 Behindthescenesofbringingplacestolife.2 Anaturalresponsetothebeautyoftheplace.3 Utterlyabsorbedinthemoment;amomentsharedwithyou.4 Anauthenticreactiontotheplace.5 ‘Wow’–imaginebeingthereandclimbingthosestairs.6 Beautifulandatmospheric–invitesyouin.
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6
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Images
Why these images work at connecting people to a place (clockwisefromtopleft)
1 Aneverdaywalkinbeautfulsurroundings.2 Peopleandplace(whichisrecognisablyLymePark).3 Enjoyingtheplace,onanadventure.4 Aliveanddynamic,enjoymentandadventure–drawsyouin.5 Anaturalresponsetoanextraordinarysight.6 Apersonalexperienceofgettingclosertonature.
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Images
Why these images work at connecting people to a place (clockwisefromtopleft)
1 ‘Wow’–imaginebeingthereinthatmoment.2 Asenseoftheadventureabouttobehad.3 Aneverydayactivityatarecognisableplace(Osterley).4 Connectionbetweentheviewer,theplaceandthelandscape.5 Explorationwithasenseoftheplace.6 Peoplebringingplacestolife.
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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.
50 PrintContents National Trust / Brand standards
Images
Connecting people to a place using personal perspectiveAnotherwaytoshowpeople’sconnectiontoaplaceisbychoosingimagesthatputyourightwiththepersontakingthephotograph.
51 Print National Trust / Brand standardsContents
Images
When a single image can’t say everything you need to say, consider a collageTherearetimeswhenoneimagesimplycan’tsayeverythingyou needtosay.Thisiswhenacollagewhichmixesavarietyofimages ofpeopleandplacescanhelp.Itremovestheneedtorelyonasingleimageandisparticularlyusefulifyouwanttoappealtomorethan oneofoursegments.
52 Print National Trust / Brand standardsContents
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
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2Someimagesthatarenotwelcomingorauthenticandwhy.
54 PrintContents National Trust / Brand standards
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
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Images by supporters
Toevokeasupporter’sexperienceofaNationalTrust place,wesometimesusephotographsmadeby supportersthemselves.
Supporterimagery
Imagery
Morden Hall ParkAnother world in the midst of the suburbs
www.nationaltrust.org.uk
The National Trust is a registered charity no. 205846
The trees have eyes The Giffords
56 Print National Trust / Brand standardsContents
Imagery
Supporterimagery Images by supporters
Aswellasphotographs,weoccasionallyusepaintings, drawingsorcollagescreatedbysupporters.
My sunrise
The National Trust is a registered charity no. 205846
PetworthGazing across the deer park, do you see what Turner saw? www.nationaltrust.org.uk
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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
The National Trust is a registered charity no. 205846
58 Print National Trust / Brand standardsContents
Expressive illustration
Illustrationshouldbepowerfullyexpressive, capturingtheillustrator’sorartist’sexperience ofaNationalTrustplace.
Illustration
Imagery
TrengwaintonFind luxuriant peonies and soaring fulmars in one extraordinary place www.nationaltrust.org.uk
The National Trust is a registered charity no. 205846
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Illustration
Imagery
Commissioning illustrators
Forparticularpurposes—forexample,tocreateasense ofidentityforaparticularplace—it’sworthcommissioning aprofessionalillustrator.
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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
National Trust / Brand standardsPrintContents61
Thisisaguidetousingourtoneofvoice–how wetalkandhowwewrite,bothinsideandoutsidetheTrust.Itcontainssomeguidancetohelpchoosethewordsyouuseandexamplesofhowyoucan makethemworkinpractice
Words
62 PrintContents National Trust / Brand standards
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
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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?
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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.
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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:
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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:
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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:
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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
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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.
Bringing it all together
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.
Nowaskthesequestions
— Whoistheaudience?— Whatinterestsandmotivatesthem?— Whatdoyouloveabouttheplacesor
activitiesyouarewritingabout?— Whatstoriescanwetellormemories
canwecreatefortheaudience?
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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.
Bringing it all together
Nowaskthesequestions
— Whoistheaudience?— Whatinterestsandmotivatesthem?— Whatdoyouloveabouttheplacesor
activitiesyouarewritingabout?— Whatstoriescanwetellormemories
canwecreatefortheaudience?
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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
Bringing it all together
Nowaskthesequestions
— Whoistheaudience?— Whatinterestsandmotivatesthem?— Whatdoyouloveabouttheplacesor
activitiesyouarewritingabout?— Whatstoriescanwetellormemories
canwecreatefortheaudience?
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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’.
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Writing in Wales
CommunicationsdistributedinWalesshouldbewritten inbothWelshandEnglish,withtheWelshandEnglish separatedonthesamepage,whereverpossible.
Formoreinformationonpreparingbilingualcommunication, contacttheWalesoffice.
Bilingualtext
Words
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Howapropertystyleguidemay helpcommunicatespiritofplace
Your place
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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.
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77 Print National Trust / Brand standardsContents
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
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HowtousetheNationalTrust’sbrand alongsidepartnerorganisations
Partners
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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
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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
The National Trust is a registered charity no. 205846
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
The National Trust is a registered charity no. 205846
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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
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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.
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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