brand guidelines - stafford and rural homes | · 2015-07-20 · sarh logo alternative colourways...

Brand Guidelines April 2015

Contents

SARH Brand Guidelines

1.0 Introduction

2.0 SARH logo

2.1 SARH logo alternative colourways

2.2 SARH logo size

3.0 SARH colours

3.1 SARH secondary colours

4.0 Typography

5.0 Photography

6.0 Introduction to SARH 'First' sub brands

6.1 Sub brand identities

6.2 Sub brand white out logos

6.3 Sub brand black logos

6.4 YouFirst Independent Living / Telecare sub brands

6.5 Sub brand colours

6.6 Sub brand logo size

7.0 Housing Worx logo

7.1 Alternative colourways

8.0 Use of parent company details

8.1 Use of other logos

9.0 SARH & Housing Worx master logo files

9.1 Sub brand master logo files

1.0

Introduction‘You never get a second chance to make a good first impression.’Stafford and Rural Homes cares about quality and getting things right. Please use this guide to help us maintain a professional image.

SARH Marketing can provide support and assistance with:

• Creating marketing strategies and communication plans• Writing marketing and promotional briefs•

•

Briefing creative agencies and managing projects / deadlines•

Giving presentations and creating presentation materialsMonitoring a campaign’s progress

Please e-mail this document to all existing and new suppliers of materials that feature SARH

logos. This includes suppliers of creative / design / signage / promotional items, including

clothing etc. It is our responsibilty to ensure suppliers are aware of and follow our guidelines,

including logo style and colour palette.

Master logos are available from P:\Branding on the Shared Drive.


Secondary logo - Vertical format

Primary logo - Horizontal format

2.0

SARH logo The SARH logo is our main brand

The logo exists in two formats, horizontal and vertical. and should be used on all documents.

The primary horizontal format should be used where possible. The

secondary vertical format should only be used when the horizontal

format does not work within the space available.

Master logos are available from P:\Branding on the Shared Drive.


2.1

SARH logo alternative colourways

The colourways shown here are alternative options. Use a

reversed out (white) logo if printing on a dark background.

Always use the supplied master artwork files.

See section 9 for all available file types.




Master logo

Master logo

2.2

SARH logo size

Logo sizes

The logo must always be prominent to achieve

maximum impact. The appropriate size will vary

depending on the format and space available.

Minimum - Using the main SARH horizontal

logo any less than 40mm as shown is likely to

affect how easily it can be read.

Maximum - There is no maximum size but it is

important to achieve a balance with any other

logos / graphics being included.

If in doubt, please seek advice from SARH Marketing.


40mm

Tip - To change the size of the logo on screen, for

example in a Word or PowerPoint document, grab

the bottom right hand corner of the logo to reduce or

increase its size while retaining the original

proportions.

SARH bluePantone: 293cCMYK: 100 / 50 / 2 / 0RGB: 0 / 113 / 184 Hex / Web #: 0072B9

100% 90% 80% 70% 60% 50% 40% 30% 20% 10%

SARH redPantone: 485c CMYK: 1 / 100 / 99 / 0 RGB: 234 / 29 / 38 Hex / Web #: EB1C26

SARH dark bluePantone: 289cCMYK: 100 / 64 / 0 / 60 RGB: 0 / 45 / 89Hex / Web #: 002D59

3.0

SARH colours

Our corporate blues and red help people to recognise a publication as

ours. You can use tints of the corporate colours for backgrounds.

Please note: The full colour SARH and HW logos are always reproduced

using the corporate colours at 100%.

Primary SARH colours

Tints


3.1

SARH secondary colours

There may be times when you need to use alternative colours for

leaflets etc. The secondary colour palette has been created for this

purpose. Tints of the secondary colours can be used to give a

broader range. These colours have been carefully chosen to work

with all the SARH logos.

Pantone: 7473c CMYK: 74 / 5 / 46 / 3 RGB: 30 / 157 / 139 Hex / Web #: 1E9D8B

Pantone: 570cCMYK: 63 / 0 / 35 / 0RGB: 121 / 202 / 189 Hex / Web #: 79CABD

Pantone: 7413cCMYK: 1 / 65 / 96 / 4RGB: 212 / 123 / 34Hex / Web #: D47B22

Pantone: 201cCMYK: 8 / 100 / 65 / 34 RGB: 152 / 30 / 50 Hex / Web #: 981E32

Pantone: 653cCMYK: 96 / 59 / 4 / 19 RGB: 33 / 87 / 138 Hex / Web #: 21578A

Pantone: 2995cCMYK: 83 / 1 / 0 / 0 RGB: 0 / 169 / 224 Hex / Web #: 00A9E0

Secondary colours


Full colour versions

The colour version of each logo should be used as a first choice on documents. These logos

have been designed to be used on a white background. They should not be used over

photographs, other colours or text as this will detract from their impact and clarity. Above are the

colour references for each sub brand.

The CMYK or Pantone references may be asked for when you are working with a printer or

design studio.

When the logo is being reproduced for screen output, you will need the RGB breakdown.

When the logo is being reproduced for web output, you will need the hexadecimal (web #)

reference.

Nulla vivamus color amet fusceProin vulputate interdum justo non scelerisque. Etiam sed aliquam dui. Suspendisse vitae aliquet nulla, sed luctus orci. Integer fermentum ultrices augue, vestibulum ullamcorper felis posuere vel.

Enriqueta regularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Enriqueta boldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Arial regularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

Arial boldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789

“Proin vulputate interdum justo non scelerisque nulla vitre allerconsectetur.”Felis posuere

It is important that Arial is used for all body text in documents. Minimum type size is 12pt.

Where Arial is used bigger than 12pt, Enriqueta can be used for headings.

Primary heading text - Enriqueta bold

Body copy - Arial regular

4.0

Typography

Typefaces Example dummy text

Quote text - Enriqueta bold


SARH use Enriqueta and Arial typefaces. Enriqueta is a

contemporary, bold, slab serif font which adds personality to our

brand and is used in our logo. Arial should be used for letters,

emails, digital body text etc.

5.0

PhotographyUsing images is an effective way of communicating our

values. Our work is about supporting communities and

making a difference to people’s lives, so the images we use

should support this.

SARH Photograph library

SARH has an images library. All staff can

access this from P:\Marketing\Images on

the Shared Drive or from the Staff

Marketing page of the SARH website.

Supplying photographs or illustrations

for a printed publication or document

Do not supply photographs you have

downloaded from the internet for inclusion

in publications. The quality of these

images is likely to be poor and you risk

infringing copyright.

Copyright

Before you take a photograph of a person you

must get their permission. This applies if you

are taking the photograph yourself or if a

photographer is taking them on our behalf. If

the photo has been supplied by a third party

ask for e-mail confirmation that we can use it.

Photos of crowds

You don't need to get the permission of

everyone in a crowd shot. You or the

photographer should warn everyone before

you take a the photo to give people a chance

to move out of the shot.

Parents' permission should be obtained to

take photos of those under 16yrs

and a consent form should be signed.


Taking your own photographs

Photos can be extremely powerful if they

tell a story.

One good large photo will usually have

more impact than several smaller ones.

Hints and Tips

Avoid shots where the subjects appear

unaware that a photograph is being taken.

Include bold, strong shapes and make

sure the background is not cluttered or

untidy.

Make it clear what the subject of the

photograph is.

of people, please see the section about

getting their permission.

Consent forms can be found in P:\Marketing

\Images folder or on the Staff Marketing page

of the SARH Website.These should be signed

and scanned into P:\Marketing\Images folder.

Health and Safety

If photographing staff at work, please ensure

that they are wearing the appropriate personal

protective equipment, SARH uniform, SARH

ID badge and are working safely.

6.0

Introductionto our sub brands

This section of the brand guidelines relates specifically to the following sub-branded subsidiary services:

YouFirst - an Independent Living service and award winning Telecare provider.RepairsFirst - a repairs and maintenance service. HomesFirst - a 'Choice Based Lettings' scheme. NeighbourhoodsFirst - working with the community.


When we produce printed information for Customers we

should use these sub brands. Their associated logos

incorporate 'Stafford and Rural Homes' so they can be used

on their own.

If space allows / if appropriate, the main SARH logo should

also be used. This will help to differentiate the service from

SARH and build brand recognition of the individual services

with a range of target audiences. This approach is

particularly important in customer communications.

Master sub brand logos are available from P:\Branding on

the Shared Drive.

6.1

Sub brand identities


The sub brand logos consist of three elements as illustrated:

The sub brand lettering such as 'RepairsFirst', the symbol

incorporating 15 squares, the strapline 'Stafford and Rural Homes',

which reinforces our principal brand.

6.2

Sub brand white outlogos


If the logo appears against a solid colour, a white out

version should be used as shown.


See section 9.1 for all available file types.

6.3

Sub brand black logos


If you cannot use the two-colour version, or if documents will be

printed in black-and-white or photocopied, the black version can

be used. Always use the supplied master artwork files.


6.4

YouFirst sub brands


Logos have also been created for the YouFirst sub brands.

Master YouFirst logos are available from P:\Branding on

the Shared Drive. Always use the supplied master artwork files.


6.5

Sub brandscolours

The sub brand colour palette uses the same red and blue as the SARH logo.

Full colour versions

The colour version of each logo should be used as a first choice on documents. These logos

have been designed to be used on a white background. They should not be used over

photographs, other colours or text as this will detract from their impact and clarity.

Above are the colour references for each sub brand. The CMYK or Pantone references may be

asked for when you are working with a printer or design studio.

When the logo is being reproduced for screen output, you will need the RGB breakdown. When

the logo is being reproduced for web output, you will need the hexadecimal (web #) reference.

RepairsFirst green Pantone: 341cCMYK: 85 / 22 / 66 / 5 RGB: 0 / 142 / 115 Hex / Web #: 0B9075

YouFirst yellowPantone: 144cCMYK: 0 / 48 / 100 / 10 RGB: 248 / 152 / 29 Hex / Web #: F69717

NeighbourhoodsFirst purple

Pantone: 7442cCMYK: 50 / 70 / 0 / 0 RGB: 149 / 96 / 164 Hex / Web #: 9560A4

Sub brand colours

SARH blue

Pantone: 293cCMYK: 100 / 50 / 2 / 0 RGB: 0 / 113 / 184 Hex / Web #: 0072B9

SARH red

Pantone: 485cCMYK: 1 / 100 / 99 / 0 RGB: 234 / 29 / 38 Hex / Web #: EB1C26


People recognise the colours and shapes associated with a brand

before even reading the name or strapline.

6.6

Sub brand logo size


40mm

Logo sizes

The logo must always be prominent to achieve

maximum impact. The appropriate size will vary

depending on the format and space available.

Minimum - Using a logo any less than 40mm as

shown is likely to affect how easily it can be read.

Maximum - There is no maximum size but it is

important to achieve a balance with any other

logos / graphics being included.

If in doubt, please seek advice from SARH Marketing.

Tip - To change the size of the logo on screen,

for example in a Word or PowerPoint document,

grab the bottom right hand corner of the logo to

reduce or increase its size while retaining the

original proportions.

7.0

Housing Worx logo

The logo exists in two formats, horizontal and vertical.

The primary horizontal format should be used where possible.

The secondary vertical format should only be used when the horizontal

format does not work within the space available.

For colour specification details please refer to the SARH colour palette (section 3).




7.1

Alternative colourways

The colourways shown here are alternative options. Use a

reversed out (white) logo if printing on a dark background.


See section 9 for all available file types.




Master logo

Master logo

8.0

Use of parent company details

By law, the Stafford and Rural Homes registration details

must appear on all official documents being produced by

the parent company. The details should appear as follows:

Registered Office

The Rurals,

1 Parker Court,

Staffordshire,

Technology Park,

Beaconside,

Stafford,

ST18 0WP

Registered Company No: 5452678

Registered Charity No: 1112582

Registered by the Homes & Communities Agency (HCA)

No: L4458

Housing Worx Limited Registered Company No: 7988482

VAT registration details should also appear on

letterheads. VAT Registration Number: 135524133


8.1

Use of other logos

Awards logos

SARH is entitled to use a range of other logos, for

example to reflect our Times Top 100 status and

RoSPA Gold.

Please only use these logos where they are relevant.

All staff can access these logos from P:\Marketing

\Images on the Shared Drive or from the Staff

Marketing page of the SARH Website.


9.0

SARH and Housing Worx master logo files

Please do not alter or ask a design agency to alter the

SARH, sub brands or Housing Worx logos. Where possible

we should aim to use the full colour version on a white

background. The following file types can be requested from

SARH Marketing.

SARH logos

Print use

SARH_horizontal_full_colour_CMYK.eps

SARH_horizontal_red_CMYK.eps

SARH_horizontal_blue_CMYK.eps

SARH_horizontal_black_CMYK.eps

SARH_horizontal_white_out_red_CMYK.eps

SARH_horizontal_white_out_blue_CMYK.eps

SARH_horizontal_white_out_black_CMYK.eps

SARH_vertical_full_colour_CMYK.eps

SARH_vertical_red_CMYK.eps

SARH_vertical_blue_CMYK.eps

SARH_vertical_black_CMYK.eps

SARH_vertical_white_out_red_CMYK.eps

SARH_vertical_white_out_blue_CMYK.eps

SARH_vertical_white_out_black_CMYK.eps

Screen use

SARH_horizontal_full_colour_RGB.jpg

SARH_horizontal_red_RGB.jpg

SARH_horizontal_blue_RGB.jpg

SARH_horizontal_black_RGB.jpg

SARH_horizontal_white_out_red_RGB.jpg

SARH_horizontal_white_out_blue_RGB.jpg

SARH_horizontal_white_out_black_RGB.jpg

SARH_vertical_full_colour__RGB.jpg

SARH_vertical_red_RGB.jpg

SARH_vertical_blue_RGB.jpg

SARH_vertical_black_RGB.jpg

SARH_vertical_white_out_red_RGB.jpg

SARH_vertical_white_out_blue_RGB.jpg

SARH_vertical_white_out_black_RGB.jpg

HousingWorx logos

Print use

HW_horizontal_full_colour_CMYK.eps

HW_horizontal_red_CMYK.eps

HW_horizontal_blue_CMYK.eps

HW_horizontal_black_CMYK.eps

HW_horizontal_white_out_red_CMYK.eps

HW_horizontal_white_out_blue_CMYK.eps

HW_horizontal_white_out_black_CMYK.eps

HW_vertical_full_colour_CMYK.eps

HW_vertical_red_CMYK.eps

HW_vertical_blue_CMYK.eps

HW_vertical_black_CMYK.eps

HW_vertical_white_out_red_CMYK.eps

HW_vertical_white_out_blue_CMYK.eps

HW_vertical_white_out_black_CMYK.eps

Screen use

HW_horizontal_full_colour_RGB.jpg

HW_horizontal_red_RGB.jpg

HW_horizontal_blue_RGB.jpg

HW_horizontal_black_RGB.jpg

HW_horizontal_white_out_red_RGB.jpg

HW_horizontal_white_out_blue_RGB.jpg

HW_horizontal_white_out_black_RGB.jpg

HW_vertical_full_colour_RGB.jpg

HW_vertical_red_RGB.jpg

HW_vertical_blue_RGB.jpg

HW_vertical_black_RGB.jpg

HW_vertical_white_out_red_RGB.jpg

HW_vertical_white_out_blue_RGB.jpg

HW_vertical_white_out_black_RGB.jpg


9.1

Sub brand master logo files

YouFirst logos

Print use

YF_colour_CMYK.eps

YF_black_CMYK.eps

YF_white_out_yellow_CMYK.eps

YF_white_out_black_CMYK.eps

Screen use

YF_colour_RGB.jpg

YF_black_RGB.jpg

YF_white_out_yellow_RGB.jpg

YF_white_out_black_RGB.jpg

YouFirst - Independent Living logos

Print use

YFIL_colour_CMYK.eps

YFIL_black_CMYK.eps

YFIL_white_out_yellow_CMYK.eps

YFIL_white_out_black_CMYK.eps

Screen use

YFIL_colour_RGB.jpg

YFIL_black_RGB.jpg

YFIL_white_out_yellow_RGB.jpg

YFIL_white_out_black_RGB.jpg

YouFirst - Telecare logos

Print use

YFT_colour_CMYK.eps

YFT_black_CMYK.eps

YFT_white_out_yellow_CMYK.eps

YFT_white_out_black_CMYK.eps

Screen use

YFT_colour_RGB.jpg

YFT_black_RGB.jpg

YFT_white_out_yellow_RGB.jpg

YFT_white_out_black_RGB.jpg

HomesFirst logos

Print use

HF_colour_CMYK.eps

HF_black_CMYK.eps

HF_white_out_red_CMYK.eps

HF_white_out_black_CMYK.eps

Screen use

HF_colour_RGB.jpg

HF_black_RGB.jpg

HF_white_out_red_RGB.jpg

HF_white_out_black_RGB.jpg

RepairsFirst logos

Print use

RF_colour_CMYK.eps

RF_black_CMYK.eps

RF_white_out_green_CMYK.eps

RF_white_out_black_CMYK.eps

Screen use

RF_colour_RGB.jpg

RF_black_RGB.jpg

RF_white_out_green_RGB.jpg

RF_white_out_black_RGB.jpg

NeighbourhoodsFirst logos

Print use

NF_colour_CMYK.eps

NF_black_CMYK.eps

NF_white_out_purple_CMYK.eps

NF_white_out_black_CMYK.eps

Screen use

NF_colour_RGB.jpg

NF_black_RGB.jpg

NF_white_out_purple_RGB.jpg

NF_white_out_black_RGB.jpg


Further information

Mara Hargreaves, Commercial and Marketing Manager 01785 216793 (Direct)[email protected]

brand guidelines - stafford and rural homes | · 2015-07-20 · sarh logo alternative colourways...

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