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STOKE-ON-TRENT

TOOLKIT

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INTRODUCING STOKE ON TRENT AND ITS THEMES

Stoke on Trent is a city located in Staffordshire, in the West Midlands. Historically, Stoke on Trent grew from its pottery, coal mining and steel industries. While the coal mining and steel industries declined in the 20th century, the pottery industry continues to thrive. Stoke on Trent is well known by its other name, the Potteries, and is seen by many internationally as the ceramics centre of the world.

Stoke on Trent celebrates the entrepreneurial spirit, and as a result is seen as a place of opportunity, attracting new business and investment in the region, and adding to its already skilled workforce. Centrally located, Stoke on Trent has transport links to the M6 and A500, and rail links with West Coast Main Line which all offer access to Manchester, Birmingham, Liverpool and London. It is also a fast becoming a leader in advocating renewable energy in the region, with the aim of the city to become energy self sufficient.

Stoke on Trent is a hive of culture and the arts, from music, theatre, public art, and literature to sports including football, cycling, and hiking. The city’s canal and waterways offer another way to explore the city, while getting up close to some of the landmarks of the city’s industrial past.

The Stoke on Trent brand and its accompanying themes outlined in the following toolkit highlights and celebrates the city’s place in today’s modern world, a place that is moving forward boldly, while remaining respectful to its rich heritage.

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ENERGY AND ENTERPRISE

CELEBRATE CERAMICS COMPETITIVELY CONNECTED

LEISURE AND LIFESTYLE

Situated in the West Midlands, Stoke on Trent is historically an industrial city formed from six towns. Its rich industrial heritage and history began in ceramics. In more recent years, Stoke on Trent has become a champion of geo thermal and low carbon industries, and sustainability by using sources of renewable energy. Stoke is fast becoming an energy self sufficient city. Stoke on Trent is attracting innovative start ups that have come to the area, including new land development.

Centrally located in the UK, Stoke is well located by road, rail and air. With access to the major cities such as Manchester, Birmingham, Liverpool and London, it is a key location. Stoke is an attractive place to new businesses and offers affordable living to attract new residents looking to work in and around the region. And with the countryside only a short trip away, it offers the best of city and rural living and leisure.

Stoke on Trent is hive of activity, with opportunities to relish an urban and/or rural lifestyle for all ages. Key attractions include the Peak District, Alton Towers, Trentham Estate, the Monkey Forest, or spend the day in the city, shopping, watching the football, learn more about the Potteries and even have go at throwing your own pot. The creative potential in the city is thriving and open to all, from the underground music scene, to off West End theatre, and film festivals.

Stoke on Trent is affectionately known as the Potteries. It has been home to many of the big names, including the internationally renowned, Emma Bridgewater and Wedgewood, among others. Stoke prides itself on celebrating its history and building on this heritage in today’s modern world. Stoke on Trent continues to embrace creativity, pushing the boundaries and entrepreneurship in this field, while highlighting the skilled workforce that is the backbone of this legacy.

STOKE ON TRENT THEMES

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MODERNITY FORWARD LOOKING‘CHANGE’ CONFIDENCE CELEBRATE AUTHORSHIP MAKING

CONFIDENCE

BRINGING THE BEST OF THE PAST FORWARD METAMORPHOSIS SOLIDITY NEW ENERGY

CREATIVE STRATEGIC DIRECTION

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INTRODUCING THE GRAPHIC L ANGUAGE

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INTRODUCING THE GRAPHIC L ANGUAGE

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INTRODUCING THE WHITE GRAPHIC L ANGUAGE

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INTRODUCING THE WHITE GRAPHIC L ANGUAGE

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This graphic language has been created as a primary tool for Stoke-on-Trent’s visual expression and may be used in a variety of ways. The language should always be used at full bleed, if need be a transparent box can be placed above parts of the language to allow for copy text (as shown in this example).

When the designer is choosing how to crop the language they should respect the language’s dynamic attributes and show as much detail as possible. Please do not scale the language down to a size where it does not have a key presence on the page. In addition to this please do not scale the language up to a size where a lot of its detail is lost.

The language can be rotated, however due to its shape and detail, do not rotate more than 20 degrees.

HOW TO USE THE GRAPHIC L ANGUAGE

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INTRODUCING THE IDENTITY

The Stoke on Trent identity can be used as an alternative to the graphic language, when a traditional logo is required. In other cases we advise using combinations of the graphic language with the word Stoke on Trent (As shown on the front cover).

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INTRODUCING THE IDENTITY

GREY SCALEWhen colour is not an option, the grey scale visual identity may be used.

Min. height 30mm.

WHITEWhen needing to use the identity on a colour background the white identity has

to be used.

Min. height 30mm.

FULL COLOUR You must always use the full-colour visual identity where possible.

The full colour identity must always be used in full colour publications,

on a white background.

Min. height 30mm.

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CLEAR ZONE

When using the visual identity, please keep an area equivalent to the width of two letter ‘S’ taken from the Stoke on Trent identity.

Please see the example below for the correct placement in the clear zone.

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IDENTIT Y’S DONT

DO NOT change the proportions

DO NOT skew or rotate DO NOT use the identity over images that are too busy

DO NOT use the identity over colours with little contrast

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INTRODUCING THE TYPEFACE

SECONDARY FONT: HELVETICABODY TYPE: DIN REGULAR

HEADLINE TYPE: MOREBI ROUNDED MEDIUM

When writing the words ‘Stoke on Trent’ or headlines always use the typeface Morebi Rounded Medium in uppercase. Please set the type to optical kerning with the tracking set to 25 (in InDesign).

When writing body text always use DIN regular.

The only exception to these rules is when neither of these fonts are available, for example in online applications. In any case that the sub-heading and body fonts are not available you may use Helvetica as a secondary font.

A B C D E F G H I J K L M N O P Q R S T U V W

X Y Z

abcdefghijklmnopqrstuvwxyz

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz

STOKE-ON-TRENT

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Pantone 376C C70 M0 Y100 K0 R93 G152 B66

Pantone 7488C C84 M16 Y83 K56 R51 G88 B42

Pantone 484C C8 M94 Y99 K34 R168 G53 B35

Pantone 1655C C6 M74 Y98 K0 R240 G78 B35

Pantone 444C C45 M14 Y25 K48 R85 G112 B113

Pantone 311C C11 M5 Y61 K14 R86 G199 B218

Pantone 2747C C100 M95 Y0 K16 R13 G22 B61

Pantone 459C

Pantone 2755C C100 M100 Y42 K53 R22 G11 B59

Pantone 2707C C14 M0 Y0 K0 R226 G243 B254

Pantone 244C C23 M64 Y0 K0 R200 G118 B174

R206 G230 B214

R104 G189 B155

R10 G36 B20

Pantone 628C C24 M0 Y21 K0

C61 M0 Y49 K0

C100 M74 Y99 K67

Pantone 7465C

Pantone 560C

C5 M4 Y70 K7 R211 G204 B136

RGB CMYK PANTONE

This is the primary Stoke on Trent colour palette. Please use only these colours.

The palette is supplied in three different colour models, to use for print and web.

The Pantone colours have been supplied for special occasions. They should be used when a close match to the pantone colour is possible (for example vinyl applications, paper choices, special print jobs using pantone inks).

An exact match to the pantone colours is not possible with most common four colour print process, therefore an alternative set of CMYK colours have been provided for this purpose.

The RGB values are based on the CMYK colours and should be used for web and digital projects.

COLOUR PALET TE

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ART DIRECTION FOR PHOTOGRAPHY

Photography for the development should illustrate one or more of the key themes, and work alongside the creative strategic direction. Key concepts to highlight include:

CELEBRATING INDUSTRY AND HERITAGE

CELEBRATING CREATIVITY AND CRAFT

ILLUSTRATING BOLD DETAIL, PATTERN AND

VIBRANT COLOUR

HIGHLIGHTING ENERGY AND ACTIVITY

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INTRODUCING THE PHOTOGRAPHY

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GRAPHIC L ANGUAGE EXAMPLES ON HOARDINGS

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GRAPHIC L ANGUAGE EXAMPLES ON BANNERS

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GRAPHIC L ANGUAGE EXAMPLES ON BROCHURE

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Peter Anderson Studio Ltd.

Holborn Studios

49-50 Eagle Wharf Road,

London, N1 7ED

t: +44 (0)20 7251 6892

e: studio@peterandersonstudio.co.uk

FOR MORE INFORMATION PLEASE CONTACT: