hmic guidelines 2009 - whatdotheyknow · pdf filethese guidelines explain how you can use the...

1 HMIC identity guidelines Contents / Quit

Her Majesty’s Inspectorate of Constabulary (HMIC) identity guidelines

2 HMIC identity guidelines Back / Forward / Quit

Contents

About these guidelines 3Why is it important to follow these guidelines? 3Who are these guidelines for? 3Any questions? 3

A new logo for a changed HMIC 4

Building our brand 5

Our logo 6Elements of our logo 6Minimum size 7Exclusion zone 7Logo versions 8Examples of misusing our logo 9Logo positioning 10

Key elements of our identity 11Our colours 11Our typeface 12

Co-branding 13

Language and tone of voice 14

Examples of applications 16Report covers 16PowerPoint® 18Stationery 19Signature lockup 20

Photography 21

3 HMIC identity guidelines Contents / Back / Forward / Quit

About these guidelines

These guidelines explain how you can use the HMIC identity to create a range of communications.

We hope that you find these guidelines both helpful and inspiring, whether you’re creating a leaflet or producing an exhibition stand.

Why is it important to follow these guidelines?How we present ourselves – in print, online and elsewhere – affects the way we are seen by other people (our staff, stakeholders and thepublic). It is important that we create and develop a clear, strong identity for HMIC.

This can only be achieved by applying the identity consistently – and these guidelines will help you do that.

Who are these guidelines for?These guidelines are designed for anybody who needs to producecommunications for HMIC. They are also intended to be used by designagencies you might commission to produce communications materials.

Any questions?If you have any questions about these guidelines or the identity, pleasecontact [email protected]


A new logo for a changed HMIC

The HMIC logo has changed to reflect HMIC’s new remit.

On 1 April 2009, HMIC was made responsible for performance assessments of police forces. This huge cultural change has seen HMIC move from being an inward-facing inspectorate to becoming inspectors of the policeservice on behalf of the general public.

HMIC also plays a critical role in comprehensive area assessments (a joined-up strategy for monitoring the delivery of local services). The focus of these assessments is on real outcomes for local people, not just on the internal workings of individual services.


Building our brand

Your mission statement describes your function: inspecting policing in the public interest.

Related to this are your values and personality which work closelytogether.

Values:independent, accessible, fair, challenging.

Personality:

informed, trustworthy, balanced, rigorous.

Internally, your values define how HMIC works. Externally, they define how HMIC behaves and feels to its customers through its personality.

All of these elements combined create a decision-making tool to help you judge whether a piece of communication contributes to building the HMIC brand. These elements must shine through any communicationsyou produce.


Our logo

Our logo has been designed to be accessible to HMIC’s new public audience while at the same timereflecting HMIC’s strong heritage in policing.

Elements of our logoThere are four elements to the logo: the letters ‘HMIC’, the crown, theshapes and the descriptor ‘Inspecting policing in the public interest’.

1. HMIC. As an organisation with years of heritage, we believe that itis sufficient to refer to ourselves as HMIC in our logo (and not HerMajesty’s Inspectorate of Constabulary).

2. The crown. This is a vital part of our logo and reflects the fact thatsome of our inspectors are appointed by Her Majesty and hold Royal Warrants.

3. The shapes. These represent evidence collected and presented byHMIC. The shapes are reminiscent of a graph (representing information)and link together to represent teams working in co-operation.

4. The descriptor. This explains succinctly what HMIC exists to do. Theemphasis on ‘public interest’ reflects HMIC’s change in remit.

These four elements should not be changed, re-created, distorted orseparated. The best way to avoid this happening is to always reproducethe logo from the master artwork.

The only exception is when the shapes are used as a graphic device ontheir own. This can only happpen when the full version of the logo hasalready been represented, for example on the front cover of a document.


Minimum sizeThe minimum size at which the logo can beused is 50mm wide, as shown opposite.Following this advice will ensure that the logo isalways clear and easy to see.

Exclusion zoneAn area of clear space must always appeararound all versions of the logo to ensure that it stands out. The depth and width of theexclusion zone has been determined by the sizeof the capital ‘H’ from HMIC, as shown opposite.

50mm

x = the height of the capital ‘H’

x=


Logo versionsThere are three versions of the logo.

1. Full-colour version. This is the preferredversion and can only be used on a whitebackground. This logo is available for print (use CMYK or Pantone® version) or for useonline (use RGB version).

2. White-out version. You should use thisversion of the logo if you have to place it on a black or a high-contrast coloured background.

3. Black-and-white version. You should use thisversion of the logo if you are only able to printin black or you want to save colour toner.

1.

2.

3.


Examples of misusing our logoThe position of the logo elements must neverbe changed. They must always be positioned asshown on page 6.

When producing communications, always usethe master artwork provided.

HMIC Inspecting policingin the public forum

Do not use the logo below the minimum size of 50mm

Do not distort the proportions of the logo or logo elements

Do not change the colours of the logo

Do not use the logo on colouredbackgrounds

Do not change any elements of the logoor the typeface

Do not rotate the logo

X

X

X

X

X

X

10 HMIC identity guidelines

Logo positioning The preferred positioning of the HMIC logo is in the top right-hand corner of communicationmaterials.

Contents / Back / Forward / Quit

1. Preferred size on A4 = 90mm

15mm

20mm

10mm

2. Preferred size on A5 = 65mm 3. Preferred size on DL = 55mm

12mm

8mm

10mm

90mm

65mm55mm


Key elements of our identity

The following section provides advice on how to use the other elements of HMIC’s identity.

Our coloursThe colour palette opposite should be used asthe basis for all of HMIC’s communicationsmaterials.

The primary colour is light blue, Pantone® 2995.

A range of secondary colours exists tocomplement the light blue primary colour. Tints of the secondary colours may also be used.

PMS 186 CCMYK: 0c 100m 75y 15kRGB: R206 G19 B55HEX: ce1337

PMS 2995 CCMYK: 83c 11m 0y 0kRGB: R0 G168 B228HEX: 00a8e4

PMS 431 CCMYK: 65c 51m 44y 16kRGB: R95 G106 B114HEX: 666666

PMS 369 CCMYK: 71c 12m 100y 0kRGB: R87 G167 B71HEX: 57a747

PMS 144 CCMYK: 0c 58m 100y 0kRGB: R246 G134 B31HEX: f6861f

PMS 109 CCMYK: 0c 15m 100y 0kRGB: R255 G212 B0HEX: ffd400

PMS 258 CCMYK: 50c 80m 0y 0kRGB: R143 G83 B161HEX: 8f53a1

PMS 280 CCMYK: 100c 90m 25y 20kRGB: R32 G51 B108HEX: 20336c

CMYK colour values* have been taken from Adobe Photoshop.*These may have been adjusted to enhance print reproduction.


Our typefaceThe typeface used for the HMIC identity isAgenda. You must always use this typefacewhen producing any professionally printedcommunications.

Agenda is a modern, clean-cut and legible font.It should be used across all communicationmaterials whenever possible.

When it is not possible to use Agenda (e.g. ifyou are producing documents printed internally,Microsoft Word templates or onlinecommunications), use Arial.

AgendaAgenda LightABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*( )

Agenda MediumABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*( )

Agenda BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*( )

Arial

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*( )

Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*( )


Co-branding

HMIC sometimes works alongside otherorganisations and it is important to consider the relative positions and sizes of all logos.There are generally four scenarios to consider.The examples show how to position the logosin each scenario:

1. HMIC takes the lead.2. There’s a joint equal relationship between

HMIC and its partner organisation .3. Another organisation takes the lead and

HMIC plays a supporting role.4. There’s a joint equal relationship between

HMIC and its multiple partner organisation .

If you have any questions about using theHMIC identity with that of other organisations,[email protected]

1.

3.

2.

4.


Language and tone of voice

Your brand isn’t just about how you look – it’salso about what you say and how you say it.

The language you choose to use when youcommunicate is especially important now thatHMIC will be communicating directly with the public, who are a non-police audience.

Speak plainlyAs a general rule of thumb, you should stick to the facts and avoid using complicated orunnecessary words.

Say… Don’t say…causes causative factorsmanage or run co-ordinatedo, carry out, begin, start or put in place implement/implementationclean up, make safe or fix remediateuse utiliseyou, me yourself, myself


Avoid jargonDon’t use ‘output’ – try ‘service’, ‘produce’ or ‘result’.

Don’t use ‘outcome’ – try ‘result’ or ‘objective’.

Aim for a factual tone of voiceSay… This is a thematic inspection of front-line supervision and leadership in the police service of England and Wales.

Don’t say… This is a new thematic inspection report examining the issues of front-line supervision and leadership within the police service of bothEngland and Wales.

Use active language, not passive languageSay… It’s important to achieve and maintain agreed standards.

Don’t say… It’s important to ensure that agreed standards are achieved and maintained.

Language and tone of voice (continued)

Active verbs make the sentence more direct.Passive languauge can make writing seem dull,bureaucratic and impersonal.


Examples of applications

On the following pages are a few sampleapplications to help you produce your ownmaterials for HMIC, including our stationery,report covers and PowerPoint® slides.

Her Majesty’s Chief Inspector of ConstabularyDelivering efficiency. Improving performance

Thematic Inspection 2009

Performance Assessment

2009

1. Report cover with photography 2. Report cover without photography

Imagery has been kept to a minimum to keep the layoutclean and simple.

You can use tint panels and rounded corners.


Bellus agricolae insectatoptimus tremulus saburre, ut lasciviusrures celeriter vocifi cat perspicax suis,iam concubine negle genter circumgrediet syrtes. Agricolae vix cel eriterconubium santet cathedras, quamquamsuis praemuniet aegre preto sius chirographi. Rures vix frugaliter fer mentet bellusmatrimonii, et utilitas chi rographi liberepraemuniet fiducias, quod zothecasagnascor plane parsimonia rures.

Chirographi frugaliter vocificat umbraculi,ut Augustus suffragarit aegre verecundusapparatus bellis.

Pessimus bellus suis senesceret lasciviussyrtes, quod Aquae Sulis conubium santetapparatus bellis. Quinquennalis syrtessenesceret optimus fragilis oratori,semper quinquennalis concubinepraemuniet chi rographi, et tremulusagricolae miscere matrimonii, utcunque

catelli corrumperet Fragilis matrimoniicircumgrediet pretosius zothecas. Perspicax matrimonii seesceret satis bellusquadrupei, semper vix preto sius apparatus bellis iocari gulosus matri monii, etapparatus bellis neglegenter suf fragaritzothecas.

Pretosius oratori senesceret saburre.Fiducias praemuniet zothecas, iam umbra culi satis spinosus imputat Augustus.Medusa amputat aegre bellus chirographi,quamquam quinquennalis catelli miscerebellus concubine.

Lascivius quarupei adquireret concubine,ut matrimonii verecunde agnascor perspicax cathedras, semper veecundus oratoridivinus conu bium santetcatelli, iam ora tori deciperetapparatus bellis, utcunqueOctavius senesceret zothecas.Adlaud abilis suis suffragarit

Bellus agricolae insectat optimus tremulus saburre, ut lascivius ruresceleriter vocificat perspicax suis, iam concubine neglegenter circu gredietsyrtes. Agricolae vix celeriter conubium santet cathedras, quamquam suispraemuniet aegre pretosius chirographi. Rures vix frugaliter fermentet bellus matrimonii, et utilitas chirographi libere praemuniet fiducias, quodzothecas agnascor plane parsimonia rures.

12 HMIC HMIC 13

Bellus agricolae insectat optimustremulus saburre, ut lascivius ruresceleriter vocifi cat perspicax suis, iamconcubine negle genter circ umgredietsyrtes. Ag ricolae vix cel eriter conubiumsantet cath edras, quamquam suis praemuni et aegre preto sius chirographi.Rures vix frugaliter fer mentet bellusmatri monii, et utilitas chi rographi liberepraemuniet fiducias, quod zothecasagnascor plane parsimonia rures.Chirographi frugaliter vocificat umbraculi,ut Augustus suffragarit aegre verecundusapparatus bellis.

Pessimus bellus suis senesceretlascivius syrtes, quod Aquae Sulis coubmsantet apparatus bellis. Quinquen nalissyrtes senesceret optim us fragilis ratori,semper quinquennalis concubine praemuniet chi rographi, et tremulus agr icolaemiscere matrimonii, utcunque catelli corrumperet

saetosus cathedras. Octavius am putatcatelli.Fragilis matrimonii circumgredietpretosius zothecas. Perspicax matrimoniisenesceret satis bellus quadrupei, sempervix pretosius apparatus bellis iocari gulosus matrimonii, et apparatus bellis neglegenter suffragarit zothecas.

Pretosius oratori senesceret saburre. Fiducias praemuniet zothecas, iam umbraculisatis spinosus imputat Augustus. Med usa

amputat aegre bellus chirographi, quamquam quin quennalis catelli miscere bellus concubine. Lascivius quadrupei adquireret concubine, ut matrimonii verecude agnascor perspicax cat hedras,semper verecun dus oratori divinusconuium san tet catelli, iam oratorideciperet apparatus bellis, utcu nqueavius senesceret zothecas. Adlaudabilissuis suff ragarit zothecas, etiam Medusasenesceret sa tosus rures, et cath edrasinsectat parsmo nia oratori. Suis vocificatossifragi. Gulo sus oratori iocari

Incredibiliter verecunduscatelli suffra garit utilitas cathedras. Augustus conu bium santet umb aculi, iamaegre adlaud abilis chirographi iocari concubine.

Chirographi miscere suis. Lascivius cathedras deciperet bellus agri colae. Oratoriio cari fragilis suis, ut incredibiliter gulosusfiducias infeli citer suffragarit Aquae Sulis.Bellus apparatus bellis conubium santettremulus suis. Fiducias adquireretossifragi. Saetos us catelli conubiumsantet perspi cax umbraculi. Adfabilismatrimonii fer mentet ossifragi. Saetosussaburre ampu tat syrtes.Pompeii optimuslibere praemu niet chirographi.Agricolaedeciperet utili tas catelli, quod cathedrasfrugaliter ag nascor adfabilis matrimonii.Suis plane divinus imputat concubine,semper syrtes agnascor apparatus bellis.

Prioritising bids for inspectionsChallenge and sanctions

114 HMIC HMIC 15

Maind hadinnvBellus agricolae insectat optimus tremu lus saburre,ut lascivius rures celeriter vo cificat perspicax suis,iam concubine ne glegenter circumgrediet syrtes.Agricolae insectat optimus tremu lus saburre, utlascivius rures celeriter vo cificat pespicax suis, iamconcubine ne glegenter circumgrediet syrtes.

Bellus agricolae insectat optimus tremu lus saburre,ut lascivius rures celeriter vo cificat perspicax suis,iam concubine ne glegenter circumgrediet syrtes.

Bellus agricolae insectat optimustremulus saburre, ut lascivius ruresceleriter vocifi cat perspicax suis,iam concubine negle genter circum grediet syrtes. Agricolae vixceler iter conubium santetcathedras, quamquam suispramuniet aegre preto siuschirographi.

Pessimus bellus suis senesceretlascivius syrtes, quod Aquae Sulis coubmsantet apparatus bellis. Quinquen nalissyrtes senesceret optimus fragilis ratori,semper quinquennalis concubine praemuniet chi rographi, et tremulus agricolaemiscere matrimonii, utcunque catelli corrumperet

saetosus cathedras. Octavius amputatcatelli.Fragilis matrimonii circumgredietpretosius zothecas. Perspicax matrimoniisenesceret satis bellus quadrupei, sempervix pretosius apparatus bellis iocari gulosus matrimonii, et apparatus bellis neglegenter suffragarit zothecas.

Pretosius oratori senesceret saburre. Fiducias praemuniet zothecas, iam umbraculisatis spinosus imputat Augustus. Med usaamputat aegre bellus chirographi, quamquam quinquennalis catelli miscere bellus concubine. Lascivius quadrupei adquireret concubine, ut matrimonii verecudeagnascor perspicax cathedras, semperverecundus oratori divinus conuium santet catelli, iam oratori deciperet apparatusbellis, utcu nque Oct avius senesceretzothecas. Adlaudabilis suis suffragarit

Incredibiliter verecunduscatelli suffra garit utilitas cathedras. Augustus conu bium santet umbraculi, iamaegre adlaud abilis chirographi iocari concubine.

Chirographi miscere suis. Lascivius cathedras deciperet bellus agricolae. Oratori iocari fragilis suis, ut incredibiliter gulosusfiducias infeliciter suffragarit Aquae Sulis.Bellus apparatus bellis conubium santettremulus suis. Fiducias adquireret ossifragi.Saetosus catelli conubium santet perspicax umbraculi. Adfabilis matrimonii fermentet ossifragi. Saetosus saburre amputat syrtes.Pompeii optimus libere praemuniet chirographi.

Suis plane divinus imputatconcubine, semper syrtes agnascor apparatus bellis. Aquae Sulis vocificat pessiusfragilis agri colae. Matrim onii celeriteradquireret satis gulosus chirgraphi. Pompeii miscere frag ilis rures, etiam vix adfabilis quadrupei cir cumgreiet Medusa,quod Caesar ampu tat verecundus umbraculi.

4. Typical pop-banner stands

3. Example A4 spreads

PowerPoint®Microsoft PowerPoint® presentations should beclear and easy to follow.

Use the PowerPoint® template to create yourpresentation.

Challenge and sanctions

• We will take a proportionate and efficient approach toinspection

• High-performing police forces will have less frequentinspections

• Under-performing forces/authorities will produce recovery plans, with trigger points for intervention


Our new focus

Draft presentation 1 March 2009

Prioritising bids for inspection

• Core business – this is our priority and we must set and maintain our highest standards.

• Value added – this is where we play a valuable role, but in a focused or limited way

• Non-core work – there is little evidence of us adding value here, and we may be duplicating the work of other agencies

Draft presentation 1 03/2009


StationeryThe logo should be used clearly andconsistently on all stationery. Artworktemplates should be used when preparingletters and all letters should be set out as in the example opposite.

Her Majesty's Inspectorate of ConstabularyGround Floor, Ashley House, 2 Monck Street, London SW1P 2BQDirect Line: 0207 035 2009 Fax: 0207 035 2176Email: [email protected]

Peter Todd QPM MScAssistant Inspector of Constabulary



Mr AN Sample123 Another StreetA TownA CountyTWA 5BC

Dear Mr Sample

Adfabilis catelli divinus amputat adlaudabilis fiducias, ut concubine suffragarit vix lasciviusfiducias, iam Augustus iocari tremulus umbraculi, etiam fragilis chirographi neglegenter misceresaetosus apparatus bellis, et Caesar spinosus praemuniet Aquae Sulis. Optimus perspicaxoratori conubium santet zothecas, etiam catelli iocari Octavius. Suis comiter suffragaritoratori.

Medusa pessimus lucide circumgrediet Caesar, ut verecundus syrtes suffragarit saburre,semper gulosus ossifragi verecunde miscere parsimonia catelli, quamquam lascivius matrimoniicircumgrediet gulosus saburre, utcunque apparatus bellis frugaliter amputat agricolae. Aegreutilitas quadrupei celeriter suffragarit suis, ut Augustus amputat satis adfabilis syrtes, iampessimus perspicax agricolae libere insectat incredibiliter lascivius suis, semper apparatus bellisfermentet bellus zothecas, quamquam oratori plane infeliciter iocari Aquae Sulis, iam Medusacomiter amputat adlaudabilis quadrupei.

Quadrupei vix frugaliter praemuniet fragilis matrimonii, semper zothecas vocificat verecundusmatrimonii. Ossifragi praemuniet oratori, utcunque Augustus pessimus neglegentercorrumperet plane utilitas cathedras, et verecundus syrtes insectat pessimus quinquennalisossifragi, ut concubine imputat suis. Apparatus bellis agnascor Octavius, quod vix pretosiusquadrupei satis celeriter iocari umbraculi. Concubine imputat umbraculi, semper chirographioptimus infeliciter deciperet utilitas quadrupei, quamquam fiducias suffragarit concubine, utfiducias conubium santet rures, semper quadrupei senesceret agricolae.

Yours sincerely


Ref: 125AFV67Date: 23 March 2009




Signature lockupThe signature lockup can be used for signing offemails and other electronic media where adigital signature is required.

The signature lockup should be used clearly andconsistently. Artwork templates should be usedwhen preparing signatures and should be setout as in the example opposite. Name of person

Job titleDirect lineMobileE-mail

10pt Arial, range leftHMIC dark blue PMS 280

212 pixels


Photography

People should be used as the main focus of ourimagery. We should portray real people andpolice in real situations. The images should beclear in their context, dynamic, and display asense of purpose.

hmic guidelines 2009 - whatdotheyknow · pdf filethese guidelines explain how you can use the...

Documents