Adare

Official Websites

• https://www.adare.ie
• https://www.limerick.ie/discover/explore/areas-in-limerick/adare/brand
• http://www.limerick.ie

Brand Guidelines

2022

Categories

Brand Voice

• The Adare brand identity is owned and realised by Limerick City and County Council. The brand ensures that all communications are professional and consistent, with a distinctive tone of voice.
• Brand Adare is built on a set of strategic foundations designed to help define what we offer as a destination and how we should communicate this to the world.
• Personality: The characteristics that guide how Adare acts, speaks, looks and feels. To all its audiences.
• Personality Lively Unexpected Welcoming Forward-looking Optimistic

Brand Imagery

• Imagery should capture Adare’s vibrant and diverse culture and heritage as well as its natural beauty.
• Imagery should be bold and expressive, being always able to stand on its own.
• It is encouraged to choose images that show a different point of view, an exciting angle and at the same time feel natural and not staged.
• Imagery should be bold, impactful and able to stand on its own. The oak leaf shape offers a helpful way to brand an image by overlaying it as a solid shape or an outline.

Color Palette

• This page shows Adare’s brand colours and how they may be applied.
• It must be used as a reference for creating any brand communications.
• Primary colour. May be used generously for headers and backgrounds.
• C098 M070 Y018 K004
• R005 G078 B138
• Hex#054e8a
• Pantone 7462 C
• RAL 5000
• C082 M034 Y047 K024
• R034 G110 B113
• Hex #226e71
• Pantone 18-5121 TCX
• RAL 5021
• C074 M022 Y083 K006
• R073 G143 B079
• Hex #498f4f
• Pantone 8704 C
• RAL 6017
• Accent colour. Used for highlights and to make elements stand out.
• C000 M058 Y095 K000
• R239 G129 B023
• Hex #ef8117
• Pantone 151 CP
• RAL 2003
• To be used as a background colour and for copy on light backgrounds.
• C100 M083 Y048 K058
• R019 G034 B055
• Hex #132237
• Pantone 5395 CP
• RAL 5011
• To be used as a background colour and for copy on dark backgrounds.
• C000 M000 Y000 K000
• R255 G255 B255
• Hex #ffffff
• Pantone P 75-1 C
• RAL 9016
• This page shows every possible text and background colour combination. It must be followed when creating any brand -communications.
• Use freely in any brand communications.
• Use with caution. Ensure the font is used in large sizes and avoid using this combination for lengthy amounts of copy.
• Do not use.

Typography

• Palanquin and FS Industrie are Adare’s choice for typography. They are available to be used in all brand communications.
• Palanquin is Adare’s primary typeface. As a general rule, most parts of any copy should be set in Palanquin.
• Our preferred weights are bold and light, although the rest of the suite can also be used if necessary.
• Primary typeface: Palanquin Light
• Primary typeface: Palanquin Medium
• Primary typeface: Palanquin Bold
• FS Industrie is Adare’s secondary typeface. It is used to create impactful and creative visual communication.
• However, it should be used sparingly, for example in headers and headlines. It may also be used for introductory sentences, titles or to highlight typographical elements such as statistics, numbers or CTAs.
• FS Industrie is mainly used in capitals and only in the Condensed Black weight.
• Secondary typeface: FS Industrie Condensed Black

Tone And Messaging

• The Adare brand identity is owned and realised by Limerick City and County Council. The brand ensures that all communications are professional and consistent, with a distinctive tone of voice.
• Brand Adare is built on a set of strategic foundations designed to help define what we offer as a destination and how we should communicate this to the world.
• Personality: The characteristics that guide how Adare acts, speaks, looks and feels. To all its audiences.
• Positioning: The essence of the brand – a concise expression of its future intentions, with capacity to inspire, influence and align.
• Promise: The unique benefit and value that we deliver for our audiences. It’s what Adare stands for and helps to differentiate the brand.
• Purpose: Why Adare matters. A belief that guides future decisions.
• Personality: Lively Unexpected Welcoming Forward-looking Optimistic

Brand Values

• Brand Adare is built on a set of strategic foundations designed to help define what we offer as a destination and how we should communicate this to the world. Platform: The facts that give our target audiences reasons to believe. Personality: The characteristics that guide how Adare acts, speaks, looks and feels. To all its audiences. Promise: The unique benefit and value that we deliver for our audiences. It’s what Adare stands for and helps to differentiate the brand. Purpose: Why Adare matters. A belief that guides future decisions. Positioning: The essence of the brand – a concise expression of its future intentions, with capacity to inspire, influence and align.
• Platform – A village of uncommon natural beauty – Steeped in history and culture – Home to innovative retail and cuisine – A destination for sport and the outdoors – Venue for the 2027 Ryder Cup – Made up of individuals collaborating to enhance the place where they live Nature Heritage Food & retail Sport & adventure
• Purpose Showcasing the year-round attractions of Irish rural life and the work of its residents in the 21st Century.
• Promise Enriching multi-dimensional experiences set amongst the unspoiled and relaxing countryside of Ireland, and offered by the people of Adare working together.
• Positioning Adare delivers the embrace of a community at the heart of County Limerick, with the edge of an area that’s dynamic and constantly improving.
• Personality Lively Unexpected Welcoming Forward-looking Optimistic

Visual Style

• The overall design should be clean and modern, emphasizing clarity and professionalism, with a focus on branding elements and natural motif.
• Adare’s brandmark is bold and confident, reflecting Adare’s heritage and diversity in all its attributes.
• A condensed and heavy typeface makes the logo look modern, impactful and ambitious. The font, as well as the colours, are taken from county Limerick’s brand identity to retain a desired close connection.
• Additional overlaying textures, deriving from the oak tree, create multidimensionality and richness while combining Adare’s strong history with its surrounding natural beauty.
• The oak leaf and acorn point towards the very meaning of Adare’s original name “The Ford of the Oak”.
• Heavy, condensed typography, taken from Limerick’s logo, reflects a strong personality brand identity to Adare’s rich history and strong heritage.
• Oak-related texture and a dual colour halftone pattern make the logo stand out and links to Adare’s natural beauty.
• While each individual logo makes use of one of the four main colours from Adare’s colour palette, they also each show a different texture in the background. All textures connect them with the main logo as all of them relate to the oak tree.
• These four logos must only ever be used on a white background.
• There are three colour options for the Adare logo: colour, black and white. Each version exists with and without a pattern. To avoid a moire effect the patterned version must never be used on printed materials (unless printed with true colours) and it must also never sit in combination with any other patterns.
• The colour version should be used wherever possible, always being placed on a white background.
• The white version of the logo can be used against dark backgrounds. It needs to be ensured there is sufficient contrast between the background and logo, so legibility is not affected.
• The black version of the logo should be used in cases where the colour version does not work.
• Never place the patterned colour logo on any other background colour than white.
• Never place the patterned colour logo on any other pattern.
• Never place the patterned colour logo on any imagery.
• Placing the patterned white or black logo on solid backgrounds is allowed, as long as legibility is ensured.
• Never place the patterned white or black logo on any other pattern.
• Never place the patterned white or black logo on any imagery.
• The solid logo can be used on solid backgrounds.
• The solid logo can be used on patterns.
• The solid logo can be used on imagery.
• The brandmark needs space around it to breathe and must be protected from other graphic elements. In all applications and co-branded materials the minimal margins must be respected.
• Establishing a minimum size ensures that the impact and legibility of the logo is never compromised in any applications.
• Always maintain their designated proportions and on no account squeeze or extend the logo.
• The patterned logo must never be used on printed materials (unless printed with true colours to avoid a moiré effect).
• Digital: 120 px
• Print: 42 mm
• Always use the artwork provided and never attempt to recreate the logo.
• Never use the patterned colour logo when it is rasterised into CMYK (danger of moire effect).
• Never apply any effects such as drop shadows or key lines to the logo.
• Never reposition or change the relationship of any elements in the logo.
• Never alter the colours.
• Never create unauthorised straplines for the logo.
• Never reorientate.
• Never contain the logo within a shape.
• Never distort the logo in any way.
• When using the logo in combination with other logos, the margins and spacing rules must always be respected.
• The minimum distance is equal to 1/3 of the width of the Adare logo.
• When used in combination with a wider logo, ensure the Adare logo is no smaller than 75% of the other logo’s width.
• When used in combination with a taller logo, ensure the Adare logo is no smaller than 75% of the other logo’s height.
• Palanquin is Adare’s primary typeface. As a general rule, most parts of any copy should be set in Palanquin.
• Our preferred weights are bold and light, although the rest of the suite can also be used if necessary.
• FS Industrie is Adare’s secondary typeface. It is used to create impactful and creative visual communication.
• FS Industrie is mainly used in capitals and only in the Condensed Black weight.
• This page shows Adare’s brand colours and how they may be applied. It must be used as a reference for creating any brand communications.
• Primary colour. May be used generously for headers and backgrounds. Blue: C098 M070 Y018 K004, R005 G078 B138, Hex#054e8a, Pantone 7462 C, RAL 5000
• Primary colour. May be used generously for headers and backgrounds. Pine: C082 M034 Y047 K024, R034 G110 B113, Hex #226e71, Pantone 18-5121 TCX, RAL 5021
• Primary colour. May be used generously for headers and backgrounds. Green: C074 M022 Y083 K006, R073 G143 B079, Hex #498f4f, Pantone 8704 C, RAL 6017
• Accent colour. Used for highlights and to make elements stand out. Orange: C000 M058 Y095 K000, R239 G129 B023, Hex #ef8117, Pantone 151 CP, RAL 2003
• Charcoal: To be used as a background colour and for copy on light backgrounds. C100 M083 Y048 K058, R019 G034 B055, Hex #132237, Pantone 5395 CP, RAL 5011
• White: To be used as a background colour and for copy on dark backgrounds. C000 M000 Y000 K000, R255 G255 B255, Hex #ffffff, Pantone P 75-1 C, RAL 9016
• This page shows every possible text and background colour combination. It must be followed when creating any brand communications.
• Use freely in any brand communications.
• Use with caution. Ensure the font is used in large sizes and avoid using this combination for lengthy amounts of copy.
• Do not use.
• The brand’s icon is the leaf and the acorn as seen in the second letter “A” of the Adare logo. There are three options for its use as illustrated here.
• The leaf and acorn together must be used as shown. It may be enlarged or reorientated by about six degrees to either side.
• The leaf on its own must never be shown as a whole. Instead it is designed to be enlarged and bleeding off the artboard. It may be used as a shape to hold imagery or the brand pattern within it. It may also be mirrored and reorientated as needed.
• The only thing that can change about the acorn on its own is the size.
• A halftone pattern has been developed as part of Adare’s brand identity. It is always created using one or two of the brand colours, different colours are never used. The pattern can be used sparingly as a decorative design element.
• Legibility of copy that might be placed onto the pattern needs to be ensured. To achieve this the opacity of the textured background may be reduced.
• To create the halftone pattern in Photoshop, set the two coloured boxes on the main left panel to any of our brand colours. Then apply the halftone pattern in the filter gallery. Set the size to 3 and the contrast to 6. Possible colour combinations can be seen on the right.
• It must be ensured there is no moire effect when printing any patterns.
• Imagery should capture Adare’s vibrant and diverse culture and heritage as well as its natural beauty.
• Imagery should be bold and expressive, being always able to stand on its own.
• It is encouraged to choose images that show a different point of view, an exciting angle and at the same time feel natural and not staged.
• Imagery should be bold, impactful and able to stand on its own. The oak leaf shape offers a helpful way to brand an image by overlaying it as a solid shape or an outline.
• All brand patterns can be used as graphic elements or backgrounds as long as legibility is ensured. However, they should never sit in direct combination with any other imagery or patterns.

Iconography

• The brand’s icon is the leaf and the acorn as seen in the second letter “A” of the Adare logo. There are three options for its use as illustrated here.
• 1. The leaf and acorn together must be used as shown. It may be enlarged or reorientated by about six degrees to either side.
• 2. The leaf on its own must never be shown as a whole. Instead it is designed to be enlarged and bleeding off the artboard. It may be used as a shape to hold imagery or the brand pattern within it. It may also be mirrored and reorientated as needed.
• 3. The only thing that can change about the acorn on its own is the size.
• A halftone pattern has been developed as part of Adare’s brand identity. It is always created using one or two of the brand colours, different colours are never used. The pattern can be used sparingly as a decorative design element.
• Legibility of copy that might be placed onto the pattern needs to be ensured. To achieve this the opacity of the textured background may be reduced.
• To create the halftone pattern in Photoshop, set the two coloured boxes on the main left panel to any of our brand colours. Then apply the halftone pattern in the filter gallery. Set the size to 3 and the contrast to 6. Possible colour combinations can be seen on the right.
• It must be ensured there is no moire effect when printing any patterns.
• The cropped oak leaf can easily be used in any printed material, creating a strong branded shape to hold relevant imagery.
• The halftone pattern can never be printed in combination with any imagery as imagery will always be rasterised into CMYK. This creates the risk of a moiré effect.
• Cut-out photography may be used in combination with the cropped leaf shape.
• The acorn and leaf are the ideal size to be used as profile avatars for various social media platforms.
• The oak leaf shape offers a helpful way to brand an image by overlaying it as a solid shape or an outline.
• All brand patterns can be used as graphic elements or backgrounds as long as legibility is ensured. However, they should never sit in direct combination with any other imagery or patterns.
• There is no danger of a moiré effect on any digital assets.
• The oak leaf bleeds off the bottom of the T-Shirt and is used in a lower opacity to create depth.
• Hats for Adare can have the oak leaf and acorn embroidered on the front or side. They can be produced in several different brand colours or even use a combination of them.
• The oak leaf and acorn fits perfectly on many merchandise accessories such as golf balls.

Layout And Composition

• The brandmark needs space around it to breathe and -must be protected from other graphic elements. In all applications and co-branded materials the minimal margins must be respected.
• Establishing a minimum size ensures that the impact and legibility of the logo is never compromised in any applications.
• Always maintain their designated proportions and on no account squeeze or extend the logo.
• When using the logo in combination with other logos, the margins and spacing rules must always be respected.
• The minimum distance is equal to 1/3 of the width of the Adare logo.
• When used in combination with a wider logo, ensure the Adare logo is no smaller than 75% of the other logo’s width.
• When used in combination with a taller logo, ensure the Adare logo is no smaller than 75% of the other logo’s height.

Brand Architecture

• Brand Adare is built on a set of strategic foundations designed to help define what we offer as a destination and how we should communicate this to the world. Platform: The facts that give our target audiences reasons to believe. Personality: The characteristics that guide how Adare acts, speaks, looks and feels. To all its audiences. Promise: The unique benefit and value that we deliver for our audiences. It’s what Adare stands for and helps to differentiate the brand. Purpose: Why Adare matters. A belief that guides future decisions. Positioning: The essence of the brand -a concise expression of its future intentions, with capacity to inspire, influence and align.
• Platform - A village of uncommon natural beauty - Steeped in history and culture - Home to innovative retail and cuisine - A destination for sport and the outdoors - Venue for the 2027 Ryder Cup - Made up of individuals collaborating to enhance the place where they live Nature Heritage Food & retail Sport & adventure
• Promise Enriching multi-dimensional experiences set amongst the unspoiled and relaxing countryside of Ireland, and offered by the people of Adare working together.
• Positioning Adare delivers the embrace of a community at the heart of County Limerick, with the edge of an area that’s dynamic and constantly improving.
• Purpose Showcasing the year-round attractions of Irish rural life and the work of its residents in the 21st Century.
• Personality Lively Unexpected Welcoming Forward-looking Optimistic

Additional Properties