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Brand Guidelines VERSION 1 – 2009

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Fera Brand Guidelines

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Page 1: Fera Brand Guidelines

Brand Guidelines

VERSION 1 – 2009

Page 2: Fera Brand Guidelines

2 FERA BRAND GUIDELINES

Contents1 Introduction

2 Our approach

3 Use of the Fera acronym

4 The Fera logo

4.1 Logo exclusion zone

4.2 Logo size

4.3 Logo positioning

4.4 Logo in colour

4.5 Logo in black & white

4.6 Use of the ‘dots’ symbol

4.7 Key logo dos and don’ts

5 Co-branding

6 Colour palette

6.1 Colour tints

6.2 Combining colours

7 Typefaces

8 Fera corporate stationery

9 Fera literature

9.1 Literature Tier 1

9.2 Literature Tier 2

9.3 Literature Tier 3

9.4 Literature Tier 4

10 Fera PowerPoint slide

11 Fera science poster

12 The Fera website

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Page 3: Fera Brand Guidelines

FERA BRAND GUIDELINES 3

1 IntroductionThis document is intended to give colleagues and design partners an appreciation of how The Food and Environment Research Agency’s visual identity is applied to various channels of communication and to provide information about where to find certain commonly used templates.

It also provides design companies that are working with us some of the basic information that they will need.

The principle behind having guidelines like these is that The Food and Environment Research Agency is a £72m+ business and needs to look like one!

ABOUT FERA

Fera supports the development of a constant supply of safe food, protects the health and quality of the environment, helps find ways to mitigate the effects of climate change and uses our scientific and practical skills as part of a national disaster recovery infrastructure.

AREAS OF RESPONSIBILITY

Fera has three distinct areas of responsibility

• Regulating Policy and Risk We provide operational policy and regulation functions particularly in respect of plant and bee health, crop varieties and seeds. We also operate inspectorate and national laboratory functions in some sectors.

• Research and Assurance Much of our work links to developments in global science, technology and innovation rather than purely focussing on providing evidence to inform immediate policy challenges. Our research builds on our scientific excellence, innovation, scientific publications and collaborative links.

• Response and Recovery We incorporate the Government Decontamination Service (GDS) which, along with our national laboratory functions, provide an essential element of the nation’s capability to respond to and recover from emergency situations. We also work as a contract laboratory providing off the shelf and bespoke analytical testing and research studies.

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4 FERA BRAND GUIDELINES

OUR CORE CAPABILITIES

• Horizon scanning, policy and strategy development: A unique understanding of the challenges of policy and regulation and the requirements necessary to deliver a robust evidence base.

• Research and innovation: An internationally recognised core expertise in a wide range of scientific areas. A leading position in strategic and applied research issues in food science, plant health and wildlife management.

• Expert identification, measurement and modelling: Scientific expertise is underpinned by a unique spectrum of skills, from classical taxonomy and field ornithology, through molecular techniques for pathogen identification and food authenticity, to complex low level residue analysis and mobile radar for wildlife tracking.

• Risk assessment, mitigation and contingency response: At the forefront internationally in development and application of risk assessment methodologies particularly in food safety, environmental fate and behaviour of chemicals, plant health, bee health and wildlife management.

• Better regulation, inspection, auditing and advice: Working with stakeholders to provide regulation that is recognised as being effective and proportionate, and is supported by the best available current advice.

• Development and management of globally important capabilities, facilities, collections and data sets: Capabilities, resources and processes that extend to provide a global advisory capacity to others.

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FERA BRAND GUIDELINES 5

2 Our approachThe Food and Environment Research Agency’s logo and visual identity have been designed to support us in representing our vision and goals. As well as helping to raise our profile, the identity needs to stand for something distinctive in people’s minds. To achieve this, our visual identity must be applied consistently at every point of contact with our various stakeholders, whether on a leaflet, on advertising, during a presentation or on any other form of communication. These guidelines have been developed to ensure consistent application of our identity.

When developing any form of communication that requires the use of the Fera logo, or if you are in any doubt about how our visual identity should be applied, please contact the Marketing Team ([email protected]).

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6 FERA BRAND GUIDELINES

3 Use of the Fera acronymThe Food and Environment Research Agency’s acronym – Fera – should always be written with a capital F and the remainder of the letters in lower case.

In any given document the Agency’s full name should be used in the first instance, followed by the acronym in brackets e.g. The Food and Environment Research Agency (Fera). Thereafter the Agency can be referred to as Fera. In long documents the Agency’s full name should be used in the first instance at the start of each section/chapter.

When writing any of the Agency’s addresses, the name should always be given in full. The acronym should not be used in addresses.

PRONUNCIATION OF FERA

When speaking the acronym, the pronunciation that the Agency has standardised on is Fera, as in ‘terra’.

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FERA BRAND GUIDELINES 7

4 The Fera logoThe Food and Environment Research Agency’s logo has been developed to reflect our role in combining ideas, evidence, analysis and research into something that has impact and that can influence change.

The logo is made up of three elements: the word ‘fera’, the descriptor ‘The Food and Environment Research Agency’ and a symbol. The ‘dots’ symbol represents a collective and flexible approach emphasised in The Food and Environment Research Agency’s values and at the same time indicates our ambition to move forward, taking on new challenges at the leading edge of our science and areas of expertise.

The Fera logo is unique and a visual shorthand for the brand. It is, therefore, the most important part of our visual identity and must be reproduced prominently, legibly and consistently.

To ensure its integrity and maximum impact, under no circumstances can any third party change, recreate, separate, animate, morph or otherwise distort the logo in any print or online form. To make sure that you have an up-to-date copy of the logo in the most appropriate format for the application you have in mind, please contact the Marketing Team.

Our logo is our hallmark and because of the type of organisation we are (i.e. close to Government) its use by third parties could be seen as an endorsement. If you are asked for permission to use the Fera logo please refer the request to the Marketing Team.

WEB VERSION OF THE LOGO

A special version of the logo has been produced exclusively for the Fera website mast header. This version should not be reproduced elsewhere.

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8 FERA BRAND GUIDELINES

4.1 Logo exclusion zoneTo ensure the logo stands out from other graphic elements, when positioning the logo, a minimum clear space of X should be allowed around each side (where X = height of letter e in Fera). Nothing should appear within this space on any application. An exception may be made in the case of promotional items, such as pens, where decisions should be referred to the Marketing Team.

X X

XX

Page 9: Fera Brand Guidelines

FERA BRAND GUIDELINES 9

4.2 Logo sizeIn order to ensure legibility, the Fera logo should not be printed smaller than the sizes detailed here. An exception may be made in the case of promotional items, such as pens, where decisions should be referred to the Marketing Team.

Online, the Fera logo should not appear less than 60 pixels high, by 91 pixels wide. On science posters the logo should be no less than 90mm high. For larger format printing (e.g. exhibition pop-ups) logo sizing will be considered on a case-by-case basis by the Marketing Team.

Minimum size

10m

m

A5 and 1/3 A4 applications

20m

m

A4 application size

30m

m

A3 application size

35m

m

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10 FERA BRAND GUIDELINES

4.3 Logo positioningThe preferred positioning of the Fera logo is the top right hand corner of a design layout. The logo should be positioned at least the distance of the exclusion zone from the edge of the page.

Design however may dictate the logo positioning elsewhere on the page, as a secondary option the logo may be positioned in the bottom right hand corner of the page.

Any deviations from the norm are solely at the discretion of the Marketing Team and will be taken in the context of wider design considerations. Written permissions should be sought by anyone wishing to deviate from the standard style.

Primary position

Secondary position

A5 application

Primary position

Secondary position

A4 application

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FERA BRAND GUIDELINES 11

4.4 Logo in colourThe Fera logo is defined by two specific colours: Pantone 5757 (green) for the ‘The Food and Environment Research Agency’ text and pale green dots (a 35% tint of the Pantone 5757); and Pantone 167 (red) (Pantone 1595 when using uncoated stock) for the ‘Fera’ text and red dots. When printing literature on coated stock, the logo colours should be replicated using the CMYK values shown below for the Colour-Bridge Coated (Euro) Pantones. When printing stationery or other items on uncoated stock, please use the CMYK values shown below for the Uncoated Pantones.

For more information, please refer to the colour palette (section 6.0).

PANTONE©

5757 ECPANTONE©

167 EC

C 35 M 12 Y 91 K 56R 106 G 112 B 41HTML 6A7029

C 6 M 80 Y 100 K 15R 189 G 79 B 25HTML BD4F19

Full-colour printed CMYK valuesRGB valuesHTML values

Colour Bridge Coated EURO

PANTONE©

5757 UPANTONE©

1595 U

C 35 M 12 Y 91 K 56R 106 G 112 B 41HTML 6A7029

C 0 M 73 Y 100 K 3R 213 G 92 B 25HTML D55C19

Full-colour printed CMYK valuesRGB valuesHTML values

Uncoated

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12 FERA BRAND GUIDELINES

4.5 Logo in black and whiteOn some applications, such as faxes, forms, reports and low-resolution print (e.g. press advertising), a black only version may be used. Recommended sizing, positioning and exclusion zone still apply.

Never tint the black logo; if you need to print the logo in mono (i.e. one other single colour), please contact the Marketing Team.

There is also a reversed white version available for use on a solid dark background.

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FERA BRAND GUIDELINES 13

4.6 Use of the ‘dots’ symbolVersions of the ‘dots’ symbol have been created for use as graphical elements in Tier 1 and Tier 2 corporate literature designs and on corporate stationery. If you wish to reproduce these graphical devices in any document, please contact the Marketing Team.

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14 FERA BRAND GUIDELINES

4.7 Key logo dos and don’tsDo

• Abide by logo exclusion zone, size and positioning guidelines.

• Only use the logo on tinted backgrounds from within the Fera colour palette (see section 6.0).

• Reproduce the logo using the Pantone or CMYK values provided in these guidelines.

• When printing colour literature, please ask the Marketing Team for a colour reference for the printer to match to.

Don’t

• Use the logo as a background, watermark or screen saver.

• Separate or remove any of the three logo elements.

• Change the original height/width ratio of the logo when resizing it, or otherwise distort or squash the logo.

• Place the logo on any conflicting background colour or image that makes it illegible.

• Change the logo typeface (see section 7.0).

• Give the logo a border or affiliate with a strapline.

Page 15: Fera Brand Guidelines

FERA BRAND GUIDELINES 15

5 Co-brandingThe following guidelines should be adhered to when co-branding with other organisations’ logos:

• Seek permission to use any third party logo.

• Adhere to the third party’s brand guidelines – respect the exclusion zone guidelines, not only for the Fera logo, but also for the third party’s logo.

• Never compromise colour reproduction to avoid the cost of full colour printing e.g. if logos include different colours, either reproduce all as their correct, respective Pantone values or consider using black and white versions only. In other words, never alter the colour value of one to match the other.

• Always endeavour to place the Fera logo first unless specifically advised that this is not appropriate.

If the document the logo is to be used on, is to be printed in anything other than full colour (four colour CMYK), only use the black version, or where appropriate, the reversed white version.

As a Government organisation, the use of our logo by a third party could be seen as an endorsement, so requests by third parties to use our logo should be considered carefully and referred to the Marketing Team for advice if necessary.

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16 FERA BRAND GUIDELINES

6 Colour paletteAlthough Fera is defined principally by two specific colours (Pantone 5757 and Pantone 167), we have a palette of supporting colours. These have been developed to help to bring consistency to the look and feel of the printed and promotional material we produce.

Core colours

Supporting colours

PANTONE©

5757 EC

PANTONE©

167 EC

C 35 M 12 Y 91 K 56R 106 G 112 B 41HTML 6A7029

C 6 M 80 Y 100 K 15R 189 G 79 B 25HTML BD4F19

C 8 M 7 Y 100 K 26R 181 G 163 B 0HTML B5A300

C 83 M 1 Y 0 K 0R 0 G 169 B 224HTML 00A9E0

C 100 M 10 Y 29 K 47R 0 G 0 B 120HTML 006778

C 100 M 49 Y 12 K 58R 0 G 65 B 101HTML 004165

C 80 M 100 Y 0 K 0R 101 G 45 B 134HTML 652D86

C 5 M 100 Y 22 K 24R 163 G 0 B 80HTML A30050

C 16 M 68 Y 100 K 75R 95 G 51 B 22HTML 5F3316

C 11 M 5 Y 61 K 14R 198 G 191 B 112HTML C6BF70

C 100 M 79 Y 44 K 93R 17 G 28 B 36HTML 111C24

C 16 M 11 Y 10 K 26R 173 G 175 B 175HTML ADAFAF

PANTONE©

3975 EC

PANTONE©

2995 EC

PANTONE©

3155 EC

PANTONE©

302 EC

PANTONE©

526 EC

PANTONE©

220 EC

PANTONE©

732 EC

PANTONE©

617 EC

PANTONE©

Black 6 EC

PANTONE©

Cool 6 EC

Full-colour printed CMYK valuesRGB valuesHTML values

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FERA BRAND GUIDELINES 17

6.1 Colour tintsAll the colours in the Fera palette may be used as tints where appropriate in a design, to introduce variation and accent into a document. The preferred tints are 80%, 60%, 40% and 20%. Other tints may be used if needed, provided that text can be read clearly against them; however a tint no lower than 10% should be used.

PANTONE©

Black 6 EC

20% 40%60% 80%

PANTONE©

5757 EC

PANTONE©

3975 EC

PANTONE©

3155 EC

PANTONE©

526 EC

PANTONE©

732 ECPANTONE©

617 EC

PANTONE©

167 EC

PANTONE©

2995 EC

PANTONE©

302 EC

PANTONE©

220 EC

PANTONE©

Cool 6 EC

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

20% 40%60% 80%

Page 18: Fera Brand Guidelines

18 FERA BRAND GUIDELINES

6.2 Combining coloursDifferent combinations of colours can dramatically alter the tone and appearance of a document. Our palette can be combined in many different ways but always ensure at least one of the core colours (Pantone 5757 or Pantone 167) is the dominant colour.

It is preferable that only one of the supporting colours is used per communication. You can use the selected colour as a solid background, in typography for headlines and subheadings, and as an accent colour to highlight important information.

Page 19: Fera Brand Guidelines

FERA BRAND GUIDELINES 19

7 TypefacesFF Din* is the primary corporate font, used in the logo and on pre-printed corporate stationery, and Tier 1 and Tier 2 corporate literature. For other promotional literature, the Fera website and other corporate documents (e.g. reports) the preferred font is Arial.

Always ensure fonts are legible and consistent. Avoid too much or too little spacing between characters or leading and never place coloured text that is hard to read over an image.

At present there is no company wide policy on the typeface usage for internal documents. However, staff are encouraged to use Arial, which has a recognised business-to-business quality, and feel to it.

Use of less business like typefaces (e.g. Comic Sans) should be avoided. As stated earlier, Fera is a £72m+ business and it needs to look like one to both external and internal audiences. Consistency of appearance is fundamental to a quality look and feel.

*Please note: In using FF Din, it has been noted that the ‘at’ symbol ‘@’ is not clear. To aid legibility, the @ symbol, primarily used in e-mail addresses, must be set in Helvetica Light at the same point size.

FF Din FamilyFF Din Regular

FF Din Regular Italic

FF Din Medium

FF Din Medium Italic

FF Din Bold

FF Din Bold Italic

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Arial FamilyArial Regular

Arial Bold

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

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20 FERA BRAND GUIDELINES

8 Fera corporate stationeryThe Fera stationery suite has been designed to comply with the clean, simple and professional Fera brand, and examples of current designs follow for information.

Word templates for use with the pre-printed letterhead are available from the Marketing Team ([email protected]) and via the Fera Intranet site. Templates are also available for an e-letter and a fax cover sheet.

For stock of the Fera letterheads and compliment slips Sand Hutton based staff should contact Stores.

All other staff can order letterheads and compliments slips, customised with their office address, via an online ordering system accessed through the Fera Intranet site.

Business cards are usually only provided for permanent employees. Cards are ordered via an online ordering system accessed through the Fera Intranet site.

Fera is an Executive Agency of Defra

Sand Hutton, YorkYO41 1LZ, UK

Tel +44 (0)1904 462 000Fax +44 (0)1904 462 111

E-mail [email protected]

Whitehouse Lane, Huntingdon RoadCambridge CB3 0LF, UK

Tel +44 (0)1223 342 379Fax +44 (0)1223 342 386

E-mail [email protected] Fera is an Executive Agency of Defra

With Compliments

Sand Hutton, York YO41 1LZ, UK

Tel +44 (0)1904 462 415 Mob +44 (0)7970 508 484 Fax +44 (0)1904 462 256

Professor Nicola Spence

E-mail [email protected]

Chief Scientist

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FERA BRAND GUIDELINES 21

9 Fera literatureFera publications sit within a Tier framework that determines their style, format and production quality.

9.1 Literature Tier 1FERA CORPORATE LEVEL BROCHURES

Literature in this category is designed to have high production values and to include, as appropriate, higher level finishing techniques such as UV varnishing. Size, format, stock and use of colour are assessed by the Marketing Team on a case-by-case basis. Typically they are A4, 4 colour. The overall feel these documents try to achieve is classy understatement.

Lorem ipsum dolor sit adipiscing elit

LOREM IPSUM DOLOR

Sit amet, consectetur adipiscing elit. Aliquam arcu. Morbi id orci ut nulla vulputate accumsan. Sed sit amet quam. In arcu tortor, sodales vitae, mattis vitae, tincidunt at, lacus. Praesent malesuada lacus.

Nunc a nisl. Aliquam dignissim orci nec turpis. Nullam in odio. Donec sit amet mauris. Nulla gravida, nisi ut dignissim dictum, orci elit egestas turpis, et tempus lacus lorem in mi. Nulla ac quam non sem commodo accumsan. In et leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec nisl. Nullam gravida, dolor pellentesque porttitor tincidunt, tellus mauris elementum diam, vel interdum.

PEDE NEQUE VITAE ORCI

Nullam et augue a est luctus mollis. Ut sem neque, sodales sit amet, venenatis a, rhoncus et, risus. Fusce blandit sapien ut erat. Donec ut nunc. Integer nunc lectus, porttitor ut, ultricies at, ultricies quis, lorem. Quisque feugiat risus eget odio.

Nullam in odio. Donec sit amet mauris. Nulla gravida, nisi ut dignissim dictum, orci elit egestas turpis, et tempus lacus lorem in mi. Nulla ac quam non sem commodo accumsan. In et leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

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Nullam in odio. Donec sit amet mauris. Nulla gravida, nisi ut dignissim dictum, orci elit egestas turpis, et tempus lacus lorem in mi. Nulla ac quam non sem commodo accumsan. In et leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec nisl.

Pede Neque Vitae Orci

Nullam et augue a est luctus mollis. Ut sem neque, sodales sit amet, venenatis a, rhoncus et, risus. Fusce blandit sapien ut erat. Donec ut nunc. Integer nunc lectus, porttitor ut, ultricies at, ultricies quis, lorem. Quisque feugiat risus eget odio.

Etiam suscipit consectetur eros leo enim, blandit vitae, tempor ac, vitae, turpis. In sed metus vel magna pellentesque sodales. Cras et libero. Suspendisse dignissim condimentum velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Integer gravida vestibulum magna.

Suspendisse dignissim condimentum velit, class aptent taciti sociosqu ad litora torquent per conubia nostra sodales.

Aliquam vitae eros quis

Turpis tristique eleifend

Suspendisse potenti

Accumsan nec, molestie sed, viverra

Vestibulum ante ipsum

Donec non sem et ligula accumsan mattis. Fusce in nisi at pede pulvinar aliquam. Ut non velit. Vivamus non diam nec nibh venenatis facilisis. Mauris eros libero, lacinia eu, rutrum egestas, eleifend sit amet, risus. Cras ornare odio sed neque.

Nunc a nisl. Aliquam dignissim orci nec turpis. Nullam in odio. Donec sit amet mauris. Nulla gravida, nisi ut dignissim dictum, orci elit egestas turpis, et tempus lacus lorem in mi. Nulla ac quam non sem commodo accumsan. In et leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Donec nisl. Nullam gravida, dolor pellentesque porttitor tincidunt, tellus mauris elementum diam, vel interdum.

Nullam in odio. Donec sit amet mauris. Nulla gravida, nisi ut dignissim dictum, orci elit egestas turpis, et tempus lacus lorem in mi. Nulla ac quam non sem commodo accumsan. In et leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos.

0 PELLENTESQUE PHARETRA LIGULA PELLENTESQUE PHARETRA LIGULA 0

Document title Document strapline

Suspendisse dignissim condimentum velit aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Integer gravida vestibulum magna.

Science Review2009-2010

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22 FERA BRAND GUIDELINES

9.2 Literature Tier 2PROGRAMME LEVEL BROCHURES OR EQUIVALENT MAJOR AGGREGATIONS OF SCIENCE/SERVICE OFFERINGS

The brochures in this Tier are similar to those in Tier 1, in that their production values are high, but they are all produced to a standard A4, 4 colour template, with use of text and imagery to distinguish between them.

Protecting the honey beeOUR ROLE

We protect the honeybee; an essential pollinator of crops and wild plants, and support the beekeeping industry through:

Controlling serious endemic pests and diseases to minimise the economic and environmental impact as much as possible.

Advising beekeepers on the recognition and control of pests and diseases to make the industry more self-sufficient.

Minimising the risk of importation of exotic pests and diseases and managing the risks should serious exotic organisms be discovered.

The National Bee Unit (NBU) does this using an integrated programme of apiary inspections, disease diagnosis, research, training and extension, provided by a team of scientists and experienced practical beekeepers.

We also provide specialist advice and technical consultancy services on bee health to Government departments, beekeepers and industry.

BEE HEALTH INSPECTION 3

National Bee Unit Protecting the honey bee

2 PROTECTING THE HONEY BEE

CONTINGENCY PLANNING AND SURVEILLANCE

The NBU has also developed a bee health contingency plan to deal with the invasion of exotic pests. This covers the emergency action necessary to either attempt to eradicate the pest or contain it within a restricted area. The Bee Health Inspectorate conducts surveillance programmes for the small hive beetle (Aethina tumida) and Tropilaelaps spp. in apiaries identified as being at risk. Both pests have recently been made notifiable within the European Community.

NBU Regional Bee Inspectors organise bee health inspections using a staff of highly skilled beekeepers as Seasonal Bee Inspectors, under the guidance of the National Bee Inspector.

The Bee Health Inspectorate not only looks for and treats notifiable diseases, but also trains beekeepers, assists with field trials and research, and provides first hand up-to-date information on industry issues.

The team completes a targeted statutory disease inspection programme for Defra and the Welsh Assembly Government, comprising 5,000 to 6,000 apiary visits each year, inspecting between 24,000 and 29,000 colonies, approximately 10% of colonies in England and Wales.

A sophisticated IT system called BeeBase supports the bee health programme, including custom designed databases comprising mapping, Geographical Information Systems (GIS) and spatial analysis capabilities. This aids the routine work of the NBU, and also provides valuable information that feeds into research programmes and pest risk analysis services.

Bee health inspection

OUR STAFF

Our highly specialised team includes skilled technical staff that are either apiculture specialists or scientists trained in beekeeping. Some have experience working abroad, including managing beekeeping businesses and providing consultancy services to overseas governments. Such work leads to extensive national and international contacts in apiculture, insect pathology and environmental science, and membership of international groups working in related areas.

The NBU runs about 150 professionally managed honeybee colonies to support training and both statutory and commercial work.

National Bee UnitProtecting the honey bee

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FERA BRAND GUIDELINES 23

9.3 Literature Tier 3TEAM ACTIVITY OR EQUIVALENT CLUSTERINGS OF SERVICE OFFERINGS

Also known as service briefings, there are 2 page, 4 page, and 8 page templates available for these publications. They are A4 format, printed 4 colour usually on a 300gsm silk stock. Where quantities permit, they are litho printed to enhance the finish quality.

Pellentesque habitant Morbi tristique senectus et netus et malesuada fames ac turpis egestas. Morbi fermentum posuere felis. Proin in mauris. Nullam venenatis. Nulla facilisi. Mauris at velit. Morbi pharetra, pede nec aliquam sagittis, lorem turpis eleifend nunc, eget iaculis tellus lorem non sapien. Proin vestibulum aliquam mi. Praesent pede.

Donec non sem et ligula accumsan mattis. Fusce in nisi at pede pulvinar aliquam. Ut non velit. Vivamus non diam nec nibh venenatis facilisis. Mauris eros libero, lacinia eu, rutrum egestas, eleifend sit amet, risus. Cras ornare odio sed neque.

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lla facilisi. Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, placerat eget.

Aliquam quis ante. In molestie, arcu non sodales fringilla, lorem lorem aliquam neque, sed luctus mauris mi nec nibh. In a leo. Nunc vitae ipsum. Suspendisse feugiat augue nec lacus. Donec ultricies. Quisque vel nulla. Donec ac nunc ac lacus porta pretium. Nullam id turpis sed elit fringilla dapibus. Nulla at metus. Praesent non dolor eget ante lacinia suscipit. Morbi euismod bibendum sem.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. In arcu. Nam laoreet dui nec diam. Suspendisse at leo ac ligula eleifend pretium. Duis sed diam. Ut feugiat rutrum savulputate. Nunc non erat. Duis augue. Etiam facilisis consectetur urna. Nullam pede felis, dignissim et, blandit ut, ornare et, sem.

0 PELLENTESQUE PHARETRA LIGULA PELLENTESQUE PHARETRA LIGULA 0

Document title

Lorem ipsum Pellentesque eros nibh, lacinia eu, mollis in, sagittis ac, sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aenean vitae libero iaculis lectus tristique volutpat.

Duis laoreet ultrices justo. In lacus tortor, consectetur sit amet, volutpat ut, tristique sit amet, quam. Pellentesque odio nulla, viverra consequat, dictum nec, scelerisque quis, justo. Praesent venenatis quam consequat mauris. Mauris lacinia felis eleifend massa.

Aliquam vitae eros quis proin vestibulum aliquam mi. Praesent pede.

Turpis tristique eleifend mauris eros libero, lacinia eu, rutrum egestas, eleifend sit amet, risus. Cras ornare odio sed neque.

PHASELLUS EROS RISUS

Nullam et augue a est luctus mollis. Ut sem neque, sodales sit amet, venenatis a, rhoncus et, risus. Fusce blandit sapien ut erat. Donec ut nunc. Integer nunc lectus, porttitor ut, ultricies at, ultricies quis, lorem. Quisque feugiat risus eget odio.

Quisque a metus. Ut a nunc at odio egestas viverra. Nulla mollis, dui in commodo euismod, urna sapien tempus arcu, et rutnascetur ridiculus mus.

Maecenas quam velit, sollicitudin ut, fermentum non, vestibulum sit amet, lorem. Nulla iaculis. Nullam tincidunt rutrum tortor. Donec viverra. Fusce lacinia, lacus vestibulum tempus tempor, sem dui pharetra quam, rhoncus adipiscing magna nibh et metus. Cras vulputate malesuada nibh. Maecenas sodales turpis dapibus est. Sed adipiscing luctus nisi. Aliquam id nunc vel pede egestas blandit. Duis euismod.

Proin vel justo id nibh imperdiet ullamcorper. Aenean non odio. Aliquam hendrerit porta massa. Etiam mollis orci non eros. Quisque imperdiet fringilla tellus. Duis suscipit, nisl id varius pharetra, magna massa semper augue, at mattis urna lacus non nunc.

Pellentesque morbi tristique senectusDonec non sem et ligula accumsan mattis. Fusce in nisi at pede pulvinar aliquam. Ut non velit. Vivamus non diam nec nibh venenatis facilisis. Mauris eros libero, lacinia eu, rutrum egestas, eleifend sit amet, risus. Cras ornare odio sed neque.

Maecenas quam velit, sollicitudin ut, fermentum non, vestibulum sit amet, lorem. Nulla iaculis. Nullam tincidunt rutrum tortor. Donec viverra. Fusce lacinia, lacus vestibulum tempus tempor, sem dui pharetra quam, rhoncus adipiscing magna nibh et metus.

lla facilisi. Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, placerat eget.

Mauris lacinia felis eleifend massa. Sed tincidunt aliquet nibh. Sed vitae orci at neque tristique eleifend. Praesent et ligula nec est tempor semper. Vivamus eleifend facilisis augue. Aliquam tortor est, venenatis quis, rhoncus in, fermentum a, magna. Nulla ut neque. Aliquam erat volutpat.

PHASELLUS EROS RISUS

Nullam et augue a est luctus mollis. Ut sem neque, sodales sit amet, venenatis a, rhoncus et, risus. Fusce blandit sapien ut erat. Donec ut nunc. Integer nunc lectus, porttitor ut, ultricies at, ultricies quis, lorem. Quisque feugiat risus eget odio.

Quisque a metus. Ut a nunc at odio egestas viverra. Nulla mollis, dui in commodo euismod, urna sapien tempus arcu, et rutrum libero sapien quis turpis. Donec aliquet. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus.

Etiam sollicitudin, diam non vulputate elementum, risus pede gravida pede, eu condimentum ipsum pede vitae nisl. Integer interdum tempor nibh. Fusce vel leo. Nullam elit lorem, aliquam non, aliquet sit amet, eleifend et, enim. Sed mollis, dolor vel lobortis rhoncus, metus ipsum consectetur diam, a iaculis urna turpis tempor velit. Pellentesque pharetra sodales massa. Nam laoreet pede ut tortor. Aenean lacus lectus, ornare sed, iaculis placerat, ultricies ac, felis. Aliquam placerat. Suspendisse et diam. Donec vulputate metus sit amet diam.

Document titleDocument strapline

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Dolor sit adipiscingPellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Morbi posuere felis.

Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum. Aliquam egestas, quam nec tincidunt ultricies, augue augue viverra erat, quis dictum mi arcu vitae mauris. Maecenas dui. Nullam ligula.

lla facilisi. Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, eget.

Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum. Aliquam egestas, quam nec tincidunt ultricies, augue augue viverra erat, quis dictum mi arcu vitae mauris. Maecenas dui. Nullam ligula.

Nulla facilisi. Mauris at velit. Morbi pharetra, pede nec aliquam sagittis, lorem turpis eleifend nunc, eget iaculis tellus lorem non sapien. Proin vestibulum aliquam mi. Praesent pede.

Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum. Aliquam egestas, quam nec tincidunt ultricies, augue augue viverra erat, quis dictum mi arcu vitae mauris. Maecenas dui. Nullam ligula.

lla facilisi. Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, eget.

Pellentesque eros nibh, lacinia eu, mollis in, sagittis ac, sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aenean vitae libero iaculis lectus tristique volutpat.

Aliquam quis ante. In molestie, arcu non sodales fringilla, lorem lorem aliquam neque, sed luctus mauris mi nec nibh. In a leo. Nunc vitae ipsum. Suspendisse feugiat augue nec lacus. Donec ultricies. Quisque vel nulla. Donec ac nunc ac lacus porta pretium.

Page 24: Fera Brand Guidelines

24 FERA BRAND GUIDELINES

9.4 Literature Tier 4SPECIFIC SERVICE/ANALYTE OR OTHER SINGLE ISSUE LEAFLETS

These publications are typically single side A4 printed in full colour, but with the flexibility to extend to 2 sides if the content is judged appropriate. There is flexibility around the stock used and in some circumstances, such as low volume requirements, they may be printed internally, onto 100gsm paper, via the colour photocopiers.

Document strapline

Subtitle document text

FactsheetPellentesque habitant morbi tristique senectus et netus et malesuada fames ac turpis egestas. Morbi posuere felis.

Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum. Aliquam egestas, quam nec tincidunt ultricies, augue augue viverra erat, quis dictum mi arcu vitae mauris. Maecenas dui. Nullam ligula.

lla facilisi. Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, eget.

Nulla facilisi

Mauris at velit. Morbi pharetra, pede nec aliquam sagittis, lorem turpis eleifend nunc, eget iaculis tellus lorem non sapien. Proin vestibulum aliquam mi. Praesent pede.

Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum. Aliquam egestas, quam nec tincidunt ultricies, augue augue viverra erat, quis dictum mi arcu vitae mauris. Maecenas dui. Nullam ligula.

lla facilisi: Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, eget.

Pellentesque eros nibh, lacinia eu, mollis in, sagittis ac, sem. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aenean vitae libero iaculis lectus tristique volutpat.

Maecenas quam velit, sollicitudin ut, fermentum non, vestibulum sit amet, lorem. Nulla iaculis. Nullam tincidunt rutrum tortor. Donec viverra. Fusce lacinia, lacus vestibulum tempus tempor, sem dui pharetra quam, rhoncus adipiscing magna nibh et metus. Cras vulputate malesuada nibh. Maecenas sodales duis euismod.

1

Planthealthcare

Key facts● Nulla facilisi mauris at velit.

Morbi pharetra

● Pede nec aliquam sagittis, eleifend nunc

● Eget iaculis tellus lorem non sapien. Proin vestibulum aliquam mi

● Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum

● Aliquam egestas, quam nec tincidunt ultricies, augue augue viverra erat

● Quis dictum mi arcu vitae mauris. Maecenas dui. Nullam ligula

● Pellentesque eros nibh, lacinia eu, mollis in, sagittis ac, sem

● Sed orci diam, dignissim vitae, tincidunt non, egestas id, ipsum

● Pede nec aliquam sagittis, eleifend nunc

Morbi pharetra, pede nec aliquam sagittis, lorem turpis tellus lorem non sapien. Proin vestibulum aliquam mi. Praesent pede.

Sed orci diam

Dignissim vitae, tincidunt non, egestas id, ipsum. Aliquam egestas, nec tincidunt ultricies.

lla facilisi: Curabitur mollis. Nam erat. Phasellus dignissim. Donec est. Fusce tellus neque, eget.

Duis vulputate. Nunc non erat. Duis augue. Etiam facilisis consectetur urna. Nullam pede felis, dignissim et, blandit ut, ornare et, sem.

Morbi pharetra, pede nec turpis eleifend mollis.

Page 25: Fera Brand Guidelines

FERA BRAND GUIDELINES 25

10 Fera PowerPoint slideIt is important to recognise that audiences will build perceptions about Fera on the strength of our presentations, and therefore the slide template should be used as a matter of course. The template and usage guidelines can be downloaded from the Fera intranet site, or requested from the Marketing Team.

Page 26: Fera Brand Guidelines

26 FERA BRAND GUIDELINES

11 Fera science poster templateScience posters play a major role as a means of publishing our research and therefore the poster template should be used as a matter of course to ensure consistent presentation of Fera research. Posters should only be commissioned through the Marketing Team.

What is Mushroom virus X?• Evidence suggests that MVX is a complex of different viruses

and not a single virus• Relationship between symptoms and double stranded RNA

(dsRNA) molecules• Total of 26 dsRNA bands (Figure 1) have been identified

though not all present in one sample (maximum of 17identified in 1 sample)

• Three of these are found in asymptomatic mushrooms

The current method used to detect and diagnose MVX is by theuse of a dsRNA extraction protocol adapted from Valverde et al1990. This gives a full profile of all the dsRNA molecules presentin any given sample. It requires no amplification.

DISCUSSIONAdvantages• No amplification needed• Full profile can be observed so links with symptoms can be made• Low cost

Disadvantages• Long and cumbersome process• Low samples throughput (6 samples)• Involves dangerous chemicals

A PCR test has been designed to 3 of the bands (3, 15 & 19).However due to the complexity of the virus X complex these arenot used because little is known about which are the importantbands that relate to the most severe symptoms.

METHODInitial Extraction Once the sample has been freeze dried the mushrooms areground to a fine powder using liquid nitrogen and placed in a250ml tube with several extraction buffers.

WashingAfter several centrifugation steps the samples are washed withSTE/15 buffer which elutes any ssRNA.

RESULTSPrecipitationAfter incubating at 40C the samples areprecipitated using 100% Ethanol & 3MNaOAc. The samples are then centrifugedfor 10 minutes. Once the pellet has dried itis then resuspended in molecular gradewater.

Gel ElectrophoresisThe samples are run on a 1% agarose gelat 26V for 16 hours and stained withEthidium Bromide.

Fera is an Executive Agency of Defra

Figure 1. Representation of the dsRNA bands found insymptomatic mushrooms. H1, H2 & H3 are the bands foundin asymptomatic mushrooms.

Bands 0, 1, 2, 5, 9, 11,12 & 13 are frequently found incommercial crops not showing symptoms. Bands 3, 15/15bare a cause for concern and bands 18, 19, 21, 22 and 23 arenormally diagnostic for the brown symptom. Band 21 doesoccur from time to time associated with the other bands.

AcknowledgementThanks to all the field staff atWoodchester Park, theNational Trust and locallandowners, and to DEFRAfor providing funding.

AuthorsThomas [email protected]

AddressThe Food and EnvironmentResearch Agency, Sand Hutton, York, YO41 1LZ. UK.

www.thefera.org

Mushroom virus X. The story so far and what does the future hold?

THE FUTURETechnology such as real-timePCR or micro array may be usedin the future. This would greatlyincrease sample throughput andreduce labour. Work is beingdone on host genes that appearto be up-regulated when infectedwith MVX. The question iswhether an infection with anyMVX complex can be detected bychanges in host gene regulationthus overcoming the limitationswith PCR.

INTRODUCTIONMushroom virus X (MVX) was first identified in 1996 and is a disease of the commercial mushroom Agaricusbisporus. Symptoms include: bare cropping areas (a), premature veil opening (b), brown colouredmushrooms (c) and sporophore malformations (d).

MVX is distributed in many mushroom-growing countries, including the U.K (industry seriously affected in2000/01), Ireland and Holland.

Figure 2. Image of a MVX gel.Lane 1 & 12 Hind III & 100bpladder. Lane 2 & 11 500bpladder. Lanes 3-10 mushroomsamples.

a

b

c

d

Thomas Nixon.qxp:poster v2.qxd 26/3/09 15:50 Page 1

Page 27: Fera Brand Guidelines

FERA BRAND GUIDELINES 27

12 The Fera websiteThe Fera website is designed to provide our different stakeholder audiences with the information they need within a clean, easy to navigate environment.

The look and feel of the site, including the use of colour, typeface, font size, page layout, etc. is predefined within the page template style sheets.

The main areas of the web page that can be tailored to describe research and service offers are marked in red on the example below. If you need to draft content please keep the following in mind:

• Keep your sentences short and simple

• Break long passages of text into sizeable chunks – try to stick to one point per sentence or paragraph

• Use headings and bullet points to highlight key points or sections in the text

• Try to keep important points towards the top of the page

• Be specific and positive – don’t use words you don’t need to

For help with writing new content or making changes to existing pages please contact the Marketing Team.

Typical Fera website body content page.

Page 28: Fera Brand Guidelines

Sand Hutton, YorkYO41 1LZ, UK

Tel +44 (0)1904 462 000Fax +44 (0)1904 462 111

VERSION 1 – 2009

E-mail [email protected]/fera

Fera is an Executive Agency of Defra