seee brand guidelines

SEEE

Brand Guidelines

Version 1.0

www.seee.co.uk

Brand Overview

01 Brand Guidelines

This guide is intended for anyone producing

communications for SEEE, and outlines the

different elements that make up our

corporate identity.

The purpose is to ensure that all our work

embodies SEEE brand attributes, expresses

them consistently, and helps to build an

awareness of the brand.

Although some rules are fixed, the

guidelines are not intended to be limiting,

and there is plenty of scope for creative

expression. The aim is to create an image

that reflects SEEE, an organisation that is

professional, modern and forward looking.

The need is to convey a highly professional

and modern image, underpinned by an

approach that is both customer and user-

friendly.

All the elements of the identity work together

to correctly express the SEEE brand.

However, once they have been introduced

into a piece, they need not all be used all

the time.

For example, the front cover of a brochure

should feature all the design elements, but

they may not all be necessary inside.

Once established, the branding

can be relaxed.

Elements at work

When incorporating the brand elements into

a communication piece, it is important to

first identify:

What is the purpose and objective of the

piece?

Elements can then be tailored to reinforce

that message.

A more minimal approach to design makes

the spread clean and easy to read. There is

no need to over-embellish; too many design

elements on a page can confuse the

message.

Brand Overview

02 Brand Guidelines

The branding is made up of a number of key

graphic elements

The Corporate Mark

Comprises the SEEE Symbol and SEEE

namestyle.

The typefaces

Franklin Gothic® is the corporate typeface.

The Primary colour

SEEE Blue (Pantone® 2945)

The Secondary colour palette

Orange (Pantone® 159),

Green (Pantone® 555),

Pale Blue (Pantone® 632),

Gold (Pantone® 457),

Purple (Pantone® 2612),

Summary

Brand attributes

Key graphic elements

Using the elements

Contact

The copy

• Should be concise and clear

• Inspiring and authoritative

• Purposeful and friendly

• Benefit orientated

• Jargon free

For any enquiries contact:

Rachel Cranham

Tel: 01234 834 549

[email protected]

Normal size. seee_45_2945.eps Minimum size. seee_20_2945.eps

Normal size. seee_45_neg.eps Normal size. seee_45_100k.eps

A3 maximum size. seee_70_2945.eps

Corporate Mark

03 Brand Guidelines

Versions

The Corporate Mark consists of the

SEEE Symbol and namestyle.

The Corporate Mark will allow reproduction

down to a minimum size of 20 mm width.

On printed material up to A3 size the width is

70 mm for the Corporate Mark.

When required for forms or the Corporate

Mark can also be reproduce in white or

black.

To protect the Corporate Brand, the only way

that the SEEE symbol of the Corporate Mark

can be used separately is when Used within

the 6 region brand element. (See Brand

Elements on page 11).

The namestyle should never be used on its

own under any circumstances.

Rachel Cranham

Tel: 01234 834 549

[email protected]

0.5X

0.5X

X

0.5X

Corporate Mark

04 Brand Guidelines

Protection zone

In all cases there is a protection zone

around the Corporate Mark equivalent to half

the height of the SEEE Symbol. No text,

rules, picture edges, trim or folds should

encroach into this space.

The one exception is where the SEEE url is

incorporated into the corporate mark. (See

Brand Elements on page 11).

The Corporate Mark position

The preferred position for the Corporate

Mark is at top or bottom within artwork,

normally with a 20 mm border from the edge

on A4 documents. However, the Corporate

Mark should not be placed where the

minimum distance from the trim or fold edge

is less than double the protection zone.

Normal size. seee_45_4c.eps Minimum size. seee_20_4c.eps

A3 maximum size. seee_70_4c.eps

Normal size. seee_45_4c.eps Minimum size. seee_20_4c.eps

A3 maximum size. seee_70_4c.eps

Corporate Mark

05 Brand Guidelines

4 colour usage

The Corporate Mark 4-colour versions for use

on a white or coloured background.

Normal size. seee_45_2945.eps Minimum size. seee_20_2945.eps

Normal size. seee_45_neg.eps Normal size. seee_45_100k.eps

A3 maximum size. seee_70_2945.eps

Corporate Mark

06 Brand Guidelines

Single colour usage

Single colour versions for use on a white or

coloured background.

Where the Corporate Mark appears on

materials that are pre-printed or do not allow

the background to be changed, a solid

version of the Corporate Mark should be

used. This solid version can be black, white

or platinum for foil blocking. Such instances

might include a foil blocked Corporate Mark

on a bookmark, internal order forms or

etched glass. All material should be

approved if the design is new and/or

unusual.

All versions are available in a variety of file

formats.

figure 3

figure 5

figure 1 figure 2

figure 4

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Corporate Mark

07 Brand Guidelines

How not to do it

The Corporate Mark only appears in the

versions specified earlier. Some examples of

incorrect uses are shown here.

• The SEEE namestyle does not appear on

its own (figure 1).

• Colour configurations other than those

specified should not be used (figure 2).

• Always reproduce the Corporate Mark in

the horizontal format (figure 3).

• Do not let any words or shapes appear

within the protection zone (figure 4).

• Do not stack or reconfigure the Corporate

Mark (figure 5).

Corporate mark and brand names

To protect the Corporate Brand, the only way

that the SEEE symbol of the Corporate Mark

can be used separately is when Used within

the 6 region brand element. (See Brand

Elements on page 11).

Franklin Gothic

Franklin Gothic Italic

Franklin Gothic Demi

Franklin Gothic Demi Italic

Franklin Gothic Heavy

Franklin Gothic Heavy Italic

Franklin Gothic






Franklin Gothic






Typeface

08 Brand Guidelines

Typeface

Franklin Gothic is the corporate typeface.

This font should be used in all litho printed

material and in all other documentation.

Franklin Gothic has a variety of weights that

should be fully utilised with the simple

caution that clarity must be the deciding

factor. Also in the cause of readability, don’t

go below 8 point for body text and 12 point

for titles, headlines and sub-heads in printed

material.

To obtain a licence for fonts contact:

FACES

Tel: 01276 38888

Email: [email protected]

Text on a coloured background

Do not use SEEE Blue (Pantone® 2945) text

at any size on top of any of the SEEE colour

palettes, primary or secondary. It is

acceptable to use text in SEEE Blue

(Pantone® 2945) on a tint of less than 40%

of the primary colour palette (Pantone®

2945).

Where text is required to be laid over a

coloured background white should be used,

if white is not acceptable black would be the

text colour of preference.

Colours

09 Brand Guidelines

Primary colour palette Print, multimedia and web

The primary SEEE colour palette used for the

Corporate Mark: Blue (Pantone® 2945).

Tints of the PANTONE® 2945 colour should

only go down to a value of 30% because if

the CMYK version is used, the individual

percentage of inks becomes too small to

hold on a printing plate.

The colours on this page and throughout theseguidelines have not been evaluated by Pantone, Inc.for accuracy and may not match the PANTONE colourstandard. Consult current PANTONE ColourPublications for accurate colour. PANTONE® is theproperty of Pantone, Inc.

Pantone® 2945

Process colour: 100C 45M 0Y 14K

Multimedia and Web

8R 76G 141B

#084C8D

60% Pantone® 2945


Multimedia and Web

95R 133G 179B

#5F85B3

Colours

10 Brand Guidelines

Secondary colour palette

Pantone® 555


Multimedia and Web

24R 74G 51B

#184A33

Pantone® 457


Multimedia and Web

184R 156G 0B

#B89C00

Pantone® 159


Multimedia and Web

237R 81G 0B

#ED5100

Pantone® 632


Multimedia and Web

22R 156G 171B

#169CAB

Pantone® 2612


Multimedia and Web

85R 0G 107B

#55006B

figure 1

www.seee.co.ukfigure 2

Corporate Imagery

11 Brand Guidelines

Brand elements

There are two SEEE brand elements

available for use. The six region brand

element (figure 1). The six region brand

element is commonly used as the main

imagery on covers, cover pages and

homepages. The six brand element is used

within a 60% tinted panel of Pantone®

2945. The panels height is the same as the

six region brand elements height, its width is

95% of the page or screen.

The URL logo (figure 2) is used in situations

where contact information is required but

space is limited.

Other logos

12 Brand Guidelines

EEDA identity and the East of England

regional marque

SEEE is funded by the East of England

Development Agency (EEDA) and both the

EEDA logo and East of England regional

marque must appear on all materials for

EEDA funded projects and initiatives, from

stationery and publications through to

electronic media.

EEDA have their own set of guidelines for

correct usage of the EEDA and East of

England marque.

For electronic versions of these logos and a

copy of the EEDA guidelines contact:

Rachel Cranham

SEEE

Bedford i-Lab

Stannard Way

Priory Business Park

Bedford

MK44 3RZ

Tel: 01234 834 549

[email protected]

Digital media

13 Brand Guidelines

Photography and filming Currently there is no defined library of SEEE

Imagery. If an image is required for a project

it should be relevant to the communication

piece and pertinent to the target audience.

Photographs of children must have prior

permission from the childrens’ parents or

guardians before showing them on either

website, electronic (e.g. PowerPoint

presentation) or printed media.

For further information contact:

Rachel Cranham

SEEE

Bedford i-Lab

Stannard Way


Bedford

MK44 3RZ

Tel: 01234 834 549

[email protected]

Stationery

14 Brand Guidelines

Paper stock SEEE’s chosen paper stock to be used for all

printed material is Revive 100 Uncoated

FSC.

This range conforms to criteria set by the

Government for recycled papers as is

available in a wide range of weights ranging

from 100gsm - 325gsm. The 100gsm and

120gsm weights are guaranteed for both

mono and colour inkjet and laser printing.

Revive 100 Uncoated FSC is exclusive to the

Robert Horne Group.

http://www.roberthorne.co.uk

Bedford i-Lab


Stannard Way

MK44 3RZ

Tel: 0845 606 6296

Fax: 01234 834 708

[email protected]

www.seee.co.uk

Social Enterprise East of England (SEEE) Limited

Company Number: 5363866

Registered in England & Wales

Registered Office: Bedford i-Lab, Stannard Way, Priory Business Park, Bedford, MK44 3RZ

Tel: 0845 606 6296 Email: [email protected]

Bedford i-Lab


Stannard Way

MK44 3RZ

Tel: 0845 606 6296

Fax: 01234 834 708

[email protected]

www.seee.co.uk

With Compliments

Bedford i-LabPriory Business ParkStannard WayMK44 3RZ

Tel: 0845 606 6296Fax: 01234 834 708www.seee.co.uk

Rachel CranhamMarketing andCommunications Officer

Direct: 01234 834 [email protected]

Stationery

15 Brand Guidelines

Letterheads, Compliment Slips

and Business Cards

The SEEE stationery incorporates both the

corporate mark and the six region brand

element which is within a tinted panel of

Pantone® 2945.

The files required for producing these pieces

are available in Macintosh QuarkXPress

format from:

Rachel Cranham

Tel: 01234 834 549

[email protected]

Template title page

Template content page

Digital media

16 Brand Guidelines

PowerPoint presentations

A PowerPoint template is provided to ensure

all SEEE presentations have a consistent

look and feel to them.

The presentation is broken down simply into

a title page and content page.

The font used for the SEEE presentation is

Franklin Gothic. Font style and size are

already pre-defined within the template. If

Franklin Gothic is not available on the PC

being used Arial is recommended as a

replacement.

Fonts can be embedded into the PowerPoint

presentation which will enable it to be

displayed correctly even on a machine

without Franklin Gothic installed. However,

the ability to edit the presentation and keep

the font consistent is lost as any text edited

will change to a default font on that

particular PC. Embed fonts into a PowerPoint

presentation by selecting the following

options: File > Save As > Tools > Save

Options > and then select the Embed

TrueType Fonts checkbox.

To obtain a licence for fonts contact:

FACES

Tel: 01276 38888

Email: [email protected]

Digital media

17 Brand Guidelines

Website development All web design and development should

conform to the W3C's published "Web

Content Accessibility Guidelines 1.0" located

at http://www.w3.org/TR/WCAG/. It is

expected that a conformance level of

"Double-A" is satisfied for all pages within a

web site or application. Where possible a

conformance level of "Triple-A" should be

achieved, particularly for public facing pages

where the target audience is not restricted.

Web sites should degrade gracefully if

images, css or javascript is unavailable.

Alternate accessible pages (e.g. text-only)

should also be made available where

appropriate. Where possible content

management should not require the

alternate pages to be maintained

independently so as to alleviate issues with

content becoming inconsistent.

Developers are expected to provide a list of

browsers and operating systems that have

been formally tested.

Brand Overview

18 Brand Guidelines

Equally as important to maintaining a

consistent look to SEEE’s brand is ensuring

that contact details are provided clearly and

consistently. There are two areas to this,

advertising and legal.

Advertising

It is important to make it as simple as

possible to contact SEEE. The preference

whenever space allows is full address, tel

number, fax, email and web (see style

below). Where space is an issue the minimal

requirement would be the use of the logo url

on its own.

SEEE

Bedford i-Lab

Stannard Way


Bedford

MK44 3RZ

Tel: 0845 606 6296

Fax: 01234 834 708

[email protected]

www.seee.co.uk

Legal Requirements

The following information must be included

on headed paper, website, email

correspondence and order forms.

Name of registered company

Social Enterprise East of England (SEEE) Ltd

Company registration number

Company number: 5363866

Place of registration

Registered in England & Wales

Registered office address

Registered office:

Bedford i-Lab

Stannard Way


Bedford

MK44 3RZ

SEEE

Bedford i-Lab

Stannard Way


Bedford

MK44 3RZ

Tel: 0845 606 6296

Fax: 01234 834 708

[email protected]

www.seee.co.uk

seee brand guidelines

Documents

corporate brand

seee url

corporate typeface

corporate markcan

minimum size

corporate mark equivalent

region brand element

design elements