Buckinghamshire Council

Official Websites

• https://www.buckinghamshire.gov.uk

Brand Guidelines

2020

Brand Summary

Mission

• To present a consistent and professional visual identity for Buckinghamshire Council, ensuring recognition, trust, and transparency for residents and stakeholders, and articulating the council’s purpose and personality [^1].

Core Values

• community
• unity
• authority
• trust
• professionalism
• transparency
• recognition
• relationship
• reputation
• environmental stewardship [^2]

Target Audience

• Residents, stakeholders, service users, partners, suppliers, and contractors within Buckinghamshire, as well as the broader community served by the council [^3].

Personality Traits

• professional
• authoritative
• trustworthy
• peaceful
• community-oriented
• modern
• engaging

Visual Identity Overview

• The visual identity centers on a circular emblem featuring a swan in flight above a landscape with trees, hills, and a river, using a color palette inspired by Buckinghamshire’s natural scenery. The design emphasizes simplicity, balance, and accessibility, with indigo, charcoal, and white as primary colors, and clear rules for logo usage, typography, and imagery to ensure consistency across all assets [^5].

Categories

Brand Imagery

• Imagery has a substantial impact on how people see us; poor quality and dated images will reflect poorly and look unprofessional. Buckinghamshire Council should always use modern, engaging and good quality imagery for its products and communications.
• Diversity -the images you use should show a wide range of people to properly reflect the residents of Buckinghamshire.
• Real people -if the image you have chosen contains a person, the figure should look relatable and be in a naturalistic setting. They should not look like a professional model in a studio.
• Good quality -the image should look current, with good lighting and natural composition. The image should always be high resolution.
• Do not use clip art or dated corporate diagrams.
• Do not use low resolution images.
• Never use images that you’ve saved straight from a search engine or website. You must always check that you have permission before using any image. Using images without permission can incur substantial fines.
• Do not use dated or staged-looking stock images.
• Do not stretch or compress images.

Color Palette

• The primary colour palette should be the predominant palette used in order to make the brand easily recognisable. Please note, the logo should only ever be displayed in indigo, charcoal or white (see sections B and D for further information).
• Indigo C100, M95, YO, K3 R44, G45, B132 #2c2d84 Pantone: Blue 072 C
• Charcoal CO, MO, YO, K90 R60, G60, B59 #3c3c3b
• White
• The secondary colour palette can be used in elements alongside the primary palette to create eye-catching and colourful designs. Speak to the communications team about creating materials that promote your services or projects.
• Grass Green C46, MO, Y90, KO R159, G198, B59 #9fc63b
• Teal C97, MO, Y35, K57 RO, G89, B97 #005961
• Sky Blue C99, M50, YO, KO RO, G106, B180 #006ab4
• Orange CO, M66, Y100, KO R237, G112, B4 #ed7004
• The additional colour palette can be used to add further colour to designs if required. It is advisable to limit yourself to no more than three colours from any palette per design.
• C18, M0, Y98, K10 R209, G206, B0 #d1ce00 C93, M0, Y100, K0 R0, G155, B62 #009b3e C100, M0, Y94, K46 R0, G100, B47 #00642f C0, M29, Y100, K0 R252, G188, B0 #fcbc00 C0, M86, Y63, K0 R232, G63, B75 #e83f4b C6, M71, Y100, K31 R172, G78, B7 #ac4e07 C81, M70, Y0, K0 R75, G85, B161 #4b55a1 C82, M98, Y0, K12 R81, G36, B122 #51247a C26, M100, Y19, K61 R102, G5, B57 #660539
• If you are unsure how to use the corporate colour palettes, or which colour format to use, please contact the communications team. Email communications@buckscc.gov.uk
• The colour format that you need will depend on how the product or document will be displayed. Please use the following information to decide which colour format should be used:
• CMYK (cyan, magenta, yellow, key) For print, e.g. posters, leaflets, banners.
• RGB (red, green, blue) For anything that will be displayed digitally, e.g. website graphics, online ads, social media images.
• Hex codes Often used in web design and a common way of expressing colour codes in programs such as Canva.
• The colour palette for Buckinghamshire Council was developed to reflect the spectacular landscapes that are at the heart of the logo. Blues and greens feature throughout, inspired by the rivers, fields and woodland of Buckinghamshire. Colours from bluebells, sunsets and native wildlife have formed the additional colours to create a diverse and striking palette.
• Clothing, such as t-shirts, polo shirts, sweatshirts and fleeces, should be as close as possible to the Indigo from the primary colour palette, with the Buckinghamshire Council logo in white.
• Do not change the colour of the logo.
• Do not use the primary logo against a dark background. Opt for a white out version.

Typography

• Primary font Adobe Creative Cloud fonts Headings - Acumin Semibold Subheadings - Acumin Medium Body Copy - Acumin Regular
• Canva font - used by communications officers Body copy - Lato
• Secondary font Please note, this font will be set as the default font in Microsoft Office, which includes email, from 1 April 2020. Headings & Subheadings -Calibri Bold Body Copy - Calibri Regular
• Typography rules • Headings should be 4pt larger than body copy text. • Sub headings should be 2pt larger than body copy text. • Body copy text should not be smaller then 12pt. • The primary and secondary fonts should be the only fonts used in reports and documents. • Bullet points should be standard round bullet points such as • • Advice for design officers: Leading, line spacing, kerning, tracking should not be changed from the standard. • Text that needs to stand out from the rest of the copy can be italicised and bold. It can also be placed in a colour block. • Please consider accessibility when using different colours for fonts. Do not use light coloured text on a light background or a dark colour text on a dark background. For more guidance please speak to the communications team. Email communications@buckscc.gov.uk.
• The fonts used are Calibri Regular and Bold. 12pt for name, 10pt for additional information, in black (colour type and non-standard font usage should be avoided due to accessibility issues).

Logo Usage

• This is the logo that will be used the majority of the time across most assets to ensure brand consistency.
• No sub brands or service logos should be developed for individual services or directorates. With the exeception of some partnerships and contracts, for example Transport for Buckinghamshire and Buckinghamshire Safeguarding Children Partnership. See section H for further information.
• The logo must appear at the top left hand side of any document or publication.
• If this option is unavailable, due to partnership arrangements for example, place the logo in the bottom left hand corner.
• logo size (35 mm x 35 mm) 10 mm exclusion zone around logo
• The isolation area is the space around the logo from the edge of the document and which no other logo, text, graphic or photographic element must enter.
• The isolation area is the space around the logo in which no other logo, text, graphic or photographic element must enter.
• The size of the isolation area is 10 mm square and must be consistent around the logo perimeter. The size must be scaled up or down dependant on document size.
• Minimum size standards have been developed to ensure that it is reproduced correctly at smaller sizes. The primary logo should be no less than 30mm high and 12mm high in landscape format.
• Do not stretch, squash or distort the logo.
• Do not reflect or reverse logo elements
• Do not change the logo typeface.
• Do not change the colour of the logo.
• Do not stack the emblem above the text or change the font colour.
• Do not change the appearance of the logo.
• Do not crop the logo.
• Do not use the primary logo against a dark background. Opt for a white out version.
• Always contact the communications team for the correct version of the logo. Email communications@buckscc.gov.uk
• Never use a pixelated logo.
• Do not use the logo on complex images or multi­coloured backgrounds.

Tone And Messaging

• The term ‘brand’ represents and articulates an organisation’s purpose and personality. The brand includes the organisational vision, values, behaviours, strategic goals and tone of voice.

Brand Values

• The term ‘brand’ represents and articulates an organisation’s purpose and personality. The brand includes the organisational vision, values, behaviours, strategic goals and tone of voice.

Visual Style

• No sub brands or service logos should be developed for individual services or directorates. With the exeception of some partnerships and contracts, for example Transport for Buckinghamshire and Buckinghamshire Safeguarding Children Partnership. See section H for further information.
• The colour blue is associated with the sky and water as well as tranquillity and peace. The colour is often used in logos for government and financial organisations. It creates a sense of authority, trust and professionalism and is a classic colour that never goes out of style.
• The left hand side is enclosed with an outline to represent the rolling hills and valleys of Buckinghamshire. The Chiltern Hills, an Area of Outstanding Natural Beauty, run through the county and attract many walkers and visitors each year.
• The elements are enclosed by an outline that represents Buckinghamshire’s rivers and chalk streams.
• The trees represent the landscape of Buckinghamshire, which is covered in forests, including ancient woodland.
• The est. 2020 confirms the creation of a new council to residents and stakeholders.
• The word Buckinghamshire Council is long (22 letters). To resolve the issue of space the text has been wrapped round a circle to create an emblem logo.
• Emblem logos represent community and unity and are often used by government organisations.
• The established year combined with the text creates an official stamp, which marks authority and approval.
• The characters are upper-case to ensure even character height and avoids letters dropping below the baseline close to the outline below.
• The logo, colour palette and font all meet accessibility standards. It is acceptable to use all upper case letters in a logo, but on our websites, and on some other assets, the landscape version of our logo will be used, which uses lower case lettering. See section D for further informtion on the landscape version of the logo.

Iconography

• Icons and infographics should be simple. Comic or cartoon graphics and clip art must be avoided in all formal documents, reports etc. This is to uphold the professional, modern look of all documents.
• Don’t use clipart

Layout And Composition

• The logo must appear at the top left hand side of any document or publication.
• If this option is unavailable, due to partnership arrangements for example, place the logo in the bottom left hand corner.
• logo size (35 mm x 35 mm) 10 mm exclusion zone around logo
• The isolation area is the space around the logo from the edge of the document and which no other logo, text, graphic or photographic element must enter.
• Paper size | Exclusion zone | Width and height of logo DL | 8mm | 30 x 30 mm A6 | 8mm | 30 x 30 mm A2 | 20mm | 80 x 80 mm A1 | 30mm | 110 x 110 mm
• The isolation area is the space around the logo in which no other logo, text, graphic or photographic element must enter.
• The size of the isolation area is 10 mm square and must be consistent around the logo perimeter. The size must be scaled up or down dependant on document size.
• Minimum size standards have been developed to ensure that it is reproduced correctly at smaller sizes. The primary logo should be no less than 30mm high and 12mm high in landscape format.
• Do not stretch, squash or distort the logo.
• Do not reflect or reverse logo elements
• Do not change the logo typeface.
• Do not change the colour of the logo.
• Do not stack the emblem above the text or change the font colour.
• Do not change the appearance of the logo.
• Do not crop the logo.
• Do not use the primary logo against a dark background. Opt for a white out version.
• Never use a pixelated logo.
• Do not use the logo on complex images or multi­coloured backgrounds.
• Exclusion zone guidelines must be followed.
• The logos required should be reproduced at an equal size.
• The landscape format of the Buckinghamshire Council logo can be used if it’s a better fit with the other featured logos.
• No more than four logos should be displayed. If there are more than four partners, the names should be listed in the bottom left corner as text.
• The wording should be situated above the logos and aligned to the left. The font should comply with these branding guidelines.
• Graphs, tables and charts, should be simple and flat and not contain 3D effects.
• Don’t use 3D graphs and charts
• Icons and infographics should be simple. Comic or cartoon graphics and clip art must be avoided in all formal documents, reports etc. This is to uphold the professional, modern look of all documents.
• Don’t use clipart

Brand Architecture

• No sub brands or service logos should be developed for individual services or directorates. With the exeception of some partnerships and contracts, for example Transport for Buckinghamshire and Buckinghamshire Safeguarding Children Partnership. See section H for further information.
• Please note - the Branding Guidelines for Buckinghamshire Council specifies that no sub-brands can be created for council services.

Co Branding

• No sub brands or service logos should be developed for individual services or directorates. With the exeception of some partnerships and contracts, for example Transport for Buckinghamshire and Buckinghamshire Safeguarding Children Partnership. See section H for further information.
• Details about branding, including the uses of our logo, should be included in our contracts and service agreements with partners and suppliers. Here is some standard text that we recommend is added, but if this does not fit with your particular arrangement, then please get in touch with the communications team:
• The Buckinghamshire Council branding is required on all communications, nameplates, identification cards and uniforms (if used) and will be deployed across all collateral including digital presence for: • services delivered exclusively or predominantly to communities, organisations and individuals in Buckinghamshire • services funded by Buckinghamshire Council.
• Where services are not delivered exclusively or predominantly to communities, organisations and individuals in Buckinghamshire, please refer to the branding guidelines to ensure that the correct wording and layout for partners’ logos are used.
• Full details of imagery along with branding guidelines will be provided. Approval of use of our branding on any collateral will be required from the Council’s communications team.
• The Provider will need to ensure that the identity of the Council’s service is made clear to the Service Users but will not be required to use the current service branding.
• Please note - the Branding Guidelines for Buckinghamshire Council specifies that no sub-brands can be created for council services.
• In some instances it will be appropriate to use specific wording to show how services are being delivered.
• This is used for projects or services where the Council are the main partner or an equal partner.
• Used on projects we fund and may play no other role apart from providing funding.
• We have some key partnerships where alternative branding should be used instead of the Buckinghamshire Council logo. The following are key examples, not a full list of our partnerships.
• The logos required should be reproduced at an equal size.
• Exclusion zone guidelines must be followed.
• The landscape format of the Buckinghamshire Council logo can be used if it’s a better fit with the other featured logos.
• No more than four logos should be displayed. If there are more than four partners, the names should be listed in the bottom left corner as text.
• The wording should be situated above the logos and aligned to the left. The font should comply with these branding guidelines.

Digital Guidelines

• PNG files are best used for digital applications, particularly if you need a logo with a transparent background. Do not use this format for large scale artwork.
• For anything that will be displayed digitally, e.g. website graphics, online ads, social media images.
• RGB (red, green, blue) For anything that will be displayed digitally, e.g. website graphics, online ads, social media images.
• Hex codes Often used in web design and a common way of expressing colour codes in programs such as Canva.
• The primary logo should be used for the profile picture on the corporate Buckinghamshire Council accounts.
• An inverted version of the logo can be used for other council affiliated accounts. This is the one exception to the approved logo formats in chapter four, and has been created to enable a clear differentiation between corporate Buckinghamshire Council social media accounts and those set up for particular service areas.
• These are available upon request and there must be a valid business case when setting up a social media account for a service area.
• It is important to use the logo as the profile picture to represent our brand across multiple social media platforms.
• Design tool websites such as Canva and Adobe Spark have templates to create social media images. Keep up to date with the latest image size guidance by visiting: sproutsocial.com/insights/social-media-image­sizes-guide

Print Guidelines

• The black logo can be used on letterheads or when print production methods won’t accept colour.
• EPS files are the best option for print. They can be scaled up and down without affecting image quality. You can use this file for print, billboard advertisements, signage and vehicle livery. Only design specialists with the correct software will be able to view and use EPS files.
• JPG or JPEG is the most commonly used image file format. This file format can be used on print materials that are printed in­house, including posters, letterheads and business cards. Do not use this format for large scale artwork.
• For print, e.g. posters, leaflets, banners.
• The logo must appear at the top left hand side of any document or publication.
• If this option is unavailable, due to partnership arrangements for example, place the logo in the bottom left hand corner.
• A4 paper size example logo size (35 mm x 35 mm) 10 mm exclusion zone around logo
• The isolation area is the space around the logo from the edge of the document and which no other logo, text, graphic or photographic element must enter.
• Paper size: DL, Exclusion zone: 8mm, Width and height of logo: 30 x 30 mm
• Paper size: A6, Exclusion zone: 8mm, Width and height of logo: 30 x 30 mm
• Paper size: A2, Exclusion zone: 20mm, Width and height of logo: 80 x 80 mm
• Paper size: A1, Exclusion zone: 30mm, Width and height of logo: 110 x 110 mm
• The isolation area is the space around the logo in which no other logo, text, graphic or photographic element must enter.
• The size of the isolation area is 10 mm square and must be consistent around the logo perimeter. The size must be scaled up or down dependant on document size.
• Minimum size standards have been developed to ensure that it is reproduced correctly at smaller sizes. The primary logo should be no less than 30mm high and 12mm high in landscape format.
• Do not stretch, squash or distort the logo.
• Do not reflect or reverse logo elements
• Do not change the logo typeface.
• Do not change the colour of the logo.
• Do not stack the emblem above the text or change the font colour.
• Do not change the appearance of the logo.
• Do not crop the logo.
• Do not use the primary logo against a dark background. Opt for a white out version.
• Never use a pixelated logo.
• Do not use the logo on complex images or multi­coloured backgrounds.
• The primary colour palette should be the predominant palette used in order to make the brand easily recognisable. Please note, the logo should only ever be displayed in indigo, charcoal or white (see sections B and D for further information).
• CMYK (cyan, magenta, yellow, key): For print, e.g. posters, leaflets, banners.
• It is advisable to limit yourself to no more than three colours from any palette per design.

Accessibility Guidelines

• Meeting accessibility standards The logo, colour palette and font all meet accessibility standards. It is acceptable to use all upper case letters in a logo, but on our websites, and on some other assets, the landscape version of our logo will be used, which uses lower case lettering. See section D for further informtion on the landscape version of the logo.
• Please consider accessibility when using different colours for fonts. Do not use light coloured text on a light background or a dark colour text on a dark background. For more guidance please speak to the communications team. Email communications@buckscc.gov.uk.
• Please note that PDF documents will not be published on our website due to accessibility rules. Speak to the communications team about a suitable web template for publishing plans, strategies or policies online.
• Easy to read and legible email signatures are critical for effective communication between employees, service areas and members of the public. The fonts used are Calibri Regular and Bold. 12pt for name, 10pt for additional information, in black (colour type and non-standard font usage should be avoided due to accessibility issues).
• A manifestation (e.g. frosted glass or graphic devices) must be applied to glazed screens and glass doors to comply with Building Regulations. There must be a manifestation on the glass at two levels, 850 to 1000mm and 1400 to 1600mm, and must contrast visually with the background in all lighting conditions. Please note that the manifestation design on glass doors must be different from the screen manifestations to ensure it is recognisable as an entrance/exit.

Additional Properties