REPORT TO: Cabinet

DATE: 25th September 2008

LEAD OFFICER: Dilwyn Price

CONTACT OFFICER: Rachael Gill Rachael.gill@conwy.gov.uk 01492 574574

SUBJECT: Corporate Style Guide

1. PURPOSE OF THE REPORT

To introduce a Corporate Style Guide for Conwy County Borough Council to improve the Authority’s branding, thereby raising awareness of its work and services and ensure consistency in its public presentation. To provide recommendations on how the Style Guide would be best introduced and implemented across the Authority. 2. EXECUTIVE SUMMARY

2.1 It is important that Conwy Council’s corporate promotion, image and branding are clear and consistent to reinforce the personality, quality and character of the Authority and the services we deliver.

2.2. The visual identity helps to promote awareness of the Council and it is important that the brand is clearly understood and consistent standards are maintained.

2.3 The guide is designed to provide direction for the use of the corporate logo and id strip and develops a coherent design framework that can be applied across all communication materials produced by, or on behalf of any of our services.

3. RECOMMENDATION(S)

3.1 The Authority formally adopts the Corporate Style Guide and a professionally commissioned version is introduced in a controlled and planned manner.

3.2

The style guide is made reference to during corporate induction and that training is available to practioners who will need to work with it very closely.

3.3 The logo is professionally redrawn and coloured to the original specification and that electronic and hard master-copies be held centrally

abcde AGENDA ITEM 13ii

Page 17

and be available upon request. 3.4 That the recommendations of Shaping the Future to establish a corporate

team responsible for marketing is implemented and that this team would:

• offer a design service, guidance, advice and project management service to all Services;

• provide effective links with external designers working closely with the print manager to ensure the most efficient use of financial resources;

• ensure consistency is maintained in all corporate promotion, image and branding by being the central point commissioning all corporate design work.

• provide training to departments who require support. 4. BACKGROUND INFORMATION

4.1

It was recognised as part of the Corporate Assessment and Improvement Process (CAIP) that more work was needed to promote the work of the Council. Several key areas of development were identified as being essential if the Council is to ensure that improvements in working practices are implemented. It was recognised that we needed to encourage all stakeholders to be “Proud of Conwy”. One key development that was identified as a management tool to help improve consistency of image and message was the need for a Corporate Style Guide.

4.2 Conwy County Borough Council’s brand is a powerful asset. It’s who we are, it’s how people recognise us and most importantly, it’s about how people remember and relate to us. Consistent branding is a critical part of building and maintaining our identity. It is essential that we do this so that:

• awareness is raised of our wide range of services • residents can clearly identify the County Borough Council at work • residents know how to access our services • residents can clearly see what they pay their council tax for • we clearly signal that all services originate from one organisation • our brand values are communicated consistently and often • we improve the public’s perception of what we do and why we do it • we attract and retain staff helping ensure a “Proud of Conwy”

ethos. 4.3 The Conwy logo is the crucial element of our branding. Over the years

it’s appearance has altered, whether this is as a result of inadequate guidelines for its use, new technology or changing fashions is unknown, however, the logo has changed significantly and of particular concern is the variation in colour. This is very evident if you start to compare the logo across the Authority, its size and colour varies tremendously.

4.4 Conwy County Borough Council Services do not have a Style Guide to ensure consistency and are often unclear on what to do because of the

Page 18

lack of such a guidance tool 4.5 Services are producing a wealth of information to our customers. This

information in the main is presented in quality leaflets / booklets etc however there are inconsistencies in style and approach.

4.6 A number of services have staff with skills to present information to a high quality. Their understanding of design and presentation, together with clear directions to print units, ensures that the service is able to communicate effectively with its customers. However, not all services have access to such staff.

4.7 It is essential that the guidelines be implemented by all services to ensure clear and consistent promotion, image and branding across the Authority. It is also essential to consider that undoubtedly many staff hours are wasted as well as budget by the fact in many cases people who are not from a marketing/design background are trying their best to produce materials with little or no support. Central co-ordination and resource will provide a more efficient service. This resource could also centrally co-ordinate other key activities such as; Events, Advertising, Internal and External Communications. Centrally co-ordination of these activities will also ensure a more consistent approach to the way the Authority operates.

5. CONSULTATION

5.1 Style Guide has been presented to QAT. Views from service users who are all ready involved in marketing activities have been sought to ensure that they are engaged with the development process. The Style Guide has also been presented at a lunch time seminar to Senior Managers and key staff.

6. CORPORATE SUPPORT/COMMENTS

7. DRIVERS AND IMPLICATIONS

7.1 Links to Corporate Priorities/Plan –

Corporate Improvement Priority: (PC1) 7.2 Assessment of impact on the Community Strategy, Equalities and

Sustainability The implementation of a Corporate Style Guide helps promote a more sustainable approach to marketing information. Having a central team will ensure that the issues such as DDA, Equalities and Bilingualism are always high on the agenda.

Page 19

8. REASON(S) FOR RECOMMENDATION(S)

8.1 To ensure that Conwy County Borough Council has a consistent approach to corporate promotion, image and branding. To ensure that efficiency savings are promoted in the areas of marketing across the Authority.

9. S.E.T. COMMENTS

Minute 590 21st August 2007 – Recommendations Agreed.

BACKGROUND PAPERS LOCATION WEBSITE INFO.

Draft Style Guide – copy attached.

Page 20

August 2008

ConwyCorporate Style Guide

Draft

Page 21

Introduction 1Logo guidelines 2

Logo types/formats 2.1Coat of Arms 2.2Colours 2.3ID strip 2.4Minimum logo size 2.5Background colour 2.6Partnership logos 2.7Points to remember 2.8

General guidelines 3Communicating clearly 3.1Language guidelines 3.2Accessibility guidelines 3.3Corporate typeface 3.4Use of pictures 3.5Working with external designers 3.6Working with others 3.7

Printed documents 4Third A4 leafl et 4.1A4/A5 documents 4.2Posters/banners/powerpoint/exhibition panels 4.3

Recruitment advertising 5Advertising 5.1

Stationery 6Letterheads 6.1Business cards/compliment slips 6.2

Clothing 7E-mail 8Signage 9Contact details 10

Index

Content Section

Page 22

It is important that Conwy County Borough Council (CCBC) produces clear and consistent

publications, as these will help establish the personality, the quality and the character of

the products and services that we deliver.

The visual identity helps to promote awareness of the Council, thus it is important the

brand is clearly understood and consistent standards are maintained.

This guide provides direction for the use of the corporate logo and ID strip and develops it

into a coherent design framework that can be applied across all communication materials

produced for the public.

All publications should be recognisable as belonging to Conwy, and should include proper

use of the Conwy logo and other graphic elements.

1 IntroductionWhy do we need a corporate identity or brand?

Page 23

Our corporate logo and Coat of Arms are

supplied in a number of master artwork fi les

and are not to be altered in any way. The

logo needs to be sent out as an image, for

example jpeg or pdf. Do not use the logo

that appears in the drop down font menu on

your pc.

The Corporate Communications and

Customer Services Team will be able to

advise on which format is required.

2.1 Logo types/formats

2.2 Coat of Arms

2 Logo guidelines

How to use the logo correctly

The Coat of Arms will normally be used on

Councillors’ offi cial stationery and formal

documents.

Use of the full colour version is preferred

whenever possible but a greyscale version

is also available (both pictured).

Page 24

2.3 Colours

When printing in colour, CCBC’s corporate

colours must be used when reproducing the

logo. The correct colours are:

Pantone 569c Green

This is one of the 2 primary colours used in

the CCBC logo.

As a full breakdown the colour is made up

from:

Cyan (C) 94%

Magenta (M) 0%

Yellow (Y) 56%

Black (K) 18%

Pantone 265c Purple

This is the second of the 2 primary colours

used in the CCBC logo.

As a full breakdown the colour is made up

from:

Cyan (C) 56%

Magenta (M) 56%

Yellow (Y) 0%

Black (K) 0%

Page 25

2.4 ID strip

The ID strip must be used on the cover of all our public documents, leafl ets, posters, fl yers

and adverts. The only exceptions are partnership documents, stationery and recruitment

advertisements.

The ID strip must be treated as a single unit, which can be proportionately increased or

decreased in size according to the publication.

The ID Strip must be at the bottom of the page and can appear with either a corporate

purple or corporate green wave in colour documents or a black wave on monochrome

documents. No other information is to be placed in the strip.

Examples of correct use of the ID strip

Examples of incorrect use of the ID strip

Page 26

2.5 Minimum logo size

The recommended minimum size for the logo is as follows:

2.6 Background colour

Paper size Paper measurements Minimum logo size

A6 105mm x 148mm 25mm x 16mmA5 148mm x 210mm 25mm x 16mmA4 210mm x 297mm 25mm x 16mmA3 297mm x 420mm 36mm x 23mmA2 420mm x 594mm 51mm x 33mmA1 594mm x 841mm 72mm x 46mmA0 841mm x 1189mm 102mm x 66m

Whilst the logo should generally be placed on a white background, if the logo appears on

a coloured background then colours that don’t ‘hide’ the logo must be used. If the logo

appears on a photograph then a faded area must be put around the logo.

Examples of incorrect use of background colour

Example of use of logo on a photograph

25mm

16mm

Page 27

2.7 Partnership logos

When our logo appears with other logos, it should have a ‘space’ or ‘control fi eld’

surrounding it. Logos and text should not intrude upon this space. This allows the logo

space to ‘breathe’. It is recommended this area should be no less than 3mm when the logo

is being used at its smallest size and must try to stay proportional as the size increases.

The ID strip is not to be used in partnership publications (that is, publications produced in

partnership with other Authorities/organisations/agencies).

Example of correct use of ‘space’ or ‘control fi eld’

Example of incorrect use of ‘space’ or ‘control fi eld’

Space

Space

Space

Page 28

2.8 Points to remember

Consistent and correct use of the logo •

and ID strip is important. Always use

the artwork supplied by the Corporate

Communications and Customer Services

Team.

The proportions of the logo and ID strip •

should be maintained and not distorted

in any way.

The logo should never be taken apart •

and reconstituted in any way.

Never change the colours of the logo.•

Never replace the typeface used within •

the logo.

Never reproduce the logo smaller than •

the minimum size.

The ID strip is not to be used in •

partnership publications.

The ID strip only needs to appear on the •

front page of multiple page documents.

Examples of incorrect use of logo

Page 29

3 General guidelines3.1 Communicating clearly

We are committed to improving communications throughout the Authority to ensure that

all written communications produced by us should be written in plain language. All our

publications must be written in clear, easy to understand, accurate Welsh and English and

appropriate to the audience. Do not use abbreviations or jargon.

At least one member of staff from each service has been trained by Plain English

Campaign. New documents and revised documents for the public must be checked by a

trained member of staff, then sent to Plain English Campaign for a Crystal Mark before

being printed and published. More information on Plain English and Cymraeg Clir is

available on the intranet - http://intranet/plainenglish

3.2 Language guidelines

All material published by us and intended for the public shall be bilingual and, as far as is

practicable, both languages will be included together within the same document, rather

than published as separate Welsh and English versions.

In all material intended for the public, the size, quality, legibility and prominence of all

English and Welsh text will observe the principle of equality of both languages. More

information on the Welsh Language Scheme is available on in the intranet -

http://intranet/welshlanguagescheme

3.3 Accessibility guidelines

To make sure information is clear and easy to read, Arial 12 point font should be used.

This will make information more accessible and ensure a consistent corporate style. Plain

English/Welsh should be used when writing content for a publication.

All publicly available documents should carry a prominent notice, in at least point 14,

stating: “This document can be provided on CD, electronically or in large-print and can be

translated into other languages, contact ....................”

We have a legal obligation to make reasonable adjustments to ensure blind and partially

sighted people can access our services. 14 point font should be used when older or

visually impaired people are the target audience or a key constituent group of the target

audience.

Page 30

3.4 Corporate typeface

The corporate typeface for all documents is Arial.

Examples of the Arial typeface are below:

ARIALabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

ARIAL NARROWabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

ARIAL NARROW BOLDabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

ARIAL ROUNDED BOLDabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

ARIAL BLACKabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

3.5 Use of pictures

Most publications will make use of photography and care should be taken in selecting

appropriate images. Good use of photography will help to reinforce our brand and promote

us in a positive light. As a general rule, do not use clip art in publications. The use of this

can make documents appear unprofessional and home-made.

For more information on complying with copyright and ‘permission granted’ photography

contact the Corporate Communications and Customer Services Team.

Examples of correct use of photos Too overly staged

Page 31

3.6 Working with external designers

For external documents it is possible an outside contractor will sometimes be used. A

designer, whether internal or external, will require a clear brief in order to produce the

required outcome.

Getting the rights to any design is essential and this should include the rights to reproduce

all or part of that design in other literature and formats, at no extra cost. We should

automatically get the master fi les, electronically. These fi les should not be ‘password

protected’ or we should be given these passwords.

Any text should be supplied to the designer/printer in an unformatted Word document,

which they will then be able to transfer into their graphic programme.

Images should be supplied in jpeg format, ideally at 300dpi (dots per inch) for print work.

Images should not be supplied inside Word documents as this can sometimes create

problems for the designer/printer.

Please note images should not be taken from the internet as it is unlikely that these will be

of a high enough quality/resolution to use in print work.

3.7 Working with others

An association with CCBC can be a powerful endorsement for an external organisation. It

is important that the loan of our brand and, in turn, our presumed endorsement, should be

protected and monitored as much as possible.

If a request is received for our logo for promotional purposes, permission needs to be

obtained from the Corporate Communications and Customer Services Team. It will be their

decision as to whether such an organisation is reputable and is deemed acceptable of an

endorsement.

The logo will be sent to the external organisation with information on how to use our

identity correctly.

We must agree with the external organisation that the logo and associated endorsement

is limited. Any publication or promotion that uses our brand cannot be re-printed without

further discussion.

A proof of the proposed artwork that includes our logo must be approved before

publication, by the department that has given permission.

Page 32

4 Printed documents

Producing brochures and leafl ets

Printed documentation such as brochures or leafl ets will be the fi rst example of visual

communication many people will receive from us.

It is important we produce documents that effectively promote the Council and that have

a consistent visual look and feel. This is achieved by using the complementary elements

devised as part of our branding.

The following section outlines the basic rules and good practice on producing documents

in line with this guide.

4.1 Third A4 leafl ets

Shown are examples of the correct layout

when producing a third A4 leafl et.

The majority of the cover is taken up by the

image area, which may contain an image or

text, the bottom area of the cover contains

the ID strip.

Both layouts are fully bilingual.

This Z-fold example allows for one side to

be Welsh and the other in English. It can

then be displayed with either a Welsh or

English cover.

English cover

Welsh cover

Each measures 99mm

Page 33

The other example allows for the Welsh and

English to appear together.

Shown below are examples of a third A4

leafl et cover.

Inside InsideInside

1st fold inwards2nd fold inwards

Front cover

100mm100mm 100mm

Page 34

The inside of leafl ets should be consistent

with the overall visual identity. Layouts

should be clean and easy to read; in

line with accessibility guidelines it is

recommended that main body text should

be a minimum of 12 points wherever

possible. Images should be appropriate to

leafl et purpose.

Page 35

4.2 A4/A5 documents

Shown is the correct layout of document

covers produced in A4 (210mm x 297mm)

and A5 (148mm x 210mm) formats

Page 36

4.3 Posters/banners/powerpoint/exhibition panels

Posters should be visually striking

and convey information in a clear,

straightforward manner. The ID strip should

appear across the bottom of every poster/

banner/powerpoint/exhibition panel.

Page 37

5 Recruitment advertising5.1 Advertising

The template for recruitment advertisements

is clearly and concisely laid out, in order

that we can successfully communicate our

requirements and information regarding the

position.

To place recruitment advertisements contact

the Corporate Personnel Department.

Page 38

6 Stationery6.1 Letterheads

Below are examples of the various types of

letterheads used within the Authority.

Template 1 - For use by Chairman and Deputy Chair only

Page 39

Template 2 - For use by Elected Members

Page 40

The letterhead template is available on all

computers. Use pre-printed headed paper,

supplied by the Print Room, to ensure

consistency.

Template 3 - For use by all staff

Page 41

6.2 Business cards/compliment slips

Compliment slips and business cards are

available pre-printed from the Print Room.

The design illustrated should be used

once existing supplies have been used up.

These should be used in all cases. If you

require new copies printed please inform

the Print Room. If you need new templates

made, please inform the Corporate

Communications and Customer Services

Team.

Adran Gwasanaethau CynllunioSwyddfeydd DinesigBae Colwyn LL29 8AR

Ffôn: 01492 574000Ffacs: 01492 512637

Ebost: enw@conwy.gov.uk

Enw

Swyddog Cynllunio

Planning Services DepartmentCivic Offi cesColwyn BayLL29 8AR

Tel: 01492 574000Fax: 01492 512637

Email: name@conwy.gov.uk

Name

Planning Offi cer

Enw/Name

Swyddog Cynllunio Planning Offi cer

Adran Gwasanaethau CynllunioSwyddfeydd DinesigBae Colwyn LL29 8AR

Planning Services DepartmentCivic Offi cesColwyn BayLL29 8AR

Ffôn/Tel: 01492 574000Ffacs/Fax: 01492 512637

Ebost/ Email: enw/name@conwy.gov.uk

Page 42

7 ClothingOn clothing, the logo must be clearly and

consistently positioned. This serves to

heighten awareness of the Council and to

promote our brand.

For outerwear and high visibility clothing,

the logo is positioned on the left breast on

the front. Previous guidelines apply with

regard to the colour of the background.

For leisurewear, the logo appears on the

front left breast as shown. If appearing on

a coloured background a white keyline

should surround and back the logo. When a

sponsor logo is present this should appear

on the right breast where possible.

Where there is a need to include additional

wording on clothing to describe specifi c

duties, for example “Cynnal a Chadw

Maintenance & Repair”, “Morwrol Maritime”,

“Tai Housing”, “Hamdden Leisure”, this

should be inserted in font Arial, size 18pts,

colour white or green, depending on colour

of the clothing, above the Council logo.

Page 43

8 E-mailAll e-mails sent out by the Council

should follow a standard format including

a bilingual signature and telephone

number. This will introduce consistency in

communications and allow people access to

further information if they wish to follow up

the communication using other means. The

use of wallpapers or backgrounds are NOT

permitted on any e-mail, internal or external.

Contact IT for more information.

Example of correct use

Page 44

Example of incorrect use

Page 45

9 SignageSignage produced should follow guidelines

as outlined previously in respect of colour,

logo positioning and fonts. Care should be

taken to ensure the signage is consistent

with the Conwy brand.

Page 46

10 Contact detailsThe purpose of this document is to provide guidelines for the consistent and correct use of

the Conwy brand.

Should you require any further information please contact:

The Corporate Communications and Customer Services Team

(Address details to follow)

Page 47