EastMidlands Councils

📋 1 Guidelines

🔗 Connections

Sector

Public sector

Region

United kingdom

Guideline Year

2010

Language

English

Tags

Regional Corporate

Official Websites

Brand Guidelines

2010

Brand Summary

Mission
  • The document does not explicitly state a mission or purpose statement for East Midlands Councils.
Target Audience
  • The target audience appears to be staff, partners, and stakeholders involved in East Midlands Councils’ operations, including those responsible for producing branded materials and communications [^1].
Visual Identity Overview
  • The visual identity emphasizes professionalism, clarity, and consistency. It features a clean, geometric layout with a prominent purple color palette, a specially drawn logo, and strict rules for logo usage, exclusion zones, and minimum sizes. The primary typeface is Myriad, with Arial recommended for web and email. Imagery guidelines favor authentic, emotive photography and discourage stock montages, ensuring a cohesive and corporate look across all materials [^2].

Categories

Logo Usage
  • The East Midlands Councils logo has been specially drawn and therefore the relationship between the letterforms must always be consistent as shown.
  • The logo must only be reproduced from supplied files.
  • This is the preferred logo and should be used wherever possible.
  • The logo must be reproduced in Pantone DS 166-1, or Black under certain conditions, as shown.
  • When the logo is reproduced out of 4 colour process the mix is: 50% Cyan, 100% Magenta, 0% Yellow, 20% Black
  • Pantone DS 166-1 50C 100M 0Y 20K
  • Black
  • In one colour applications the single colour to be used must be Pantone DS 166-1.
  • Where the logo is only legible reversed out it best be set on a background of Pantone DS 166-1 at full tint.
  • The area indicated must not be encroached upon by text or image (the line is shown for guidance only).
  • The area indicated is the minimum amount of space that must be left around the logo (ignoring character ascenders). If space is restricted, reduce the amount of information around the logo or reduce the logo.
  • This exclusion zone still applies if the logo is coupled up with a partner logo or sub-logo.
  • E t X = half the height of the E
  • The smallest permitted use of the logo must be strictly adhered to. The minimum size of the logo as illustrated here has been established for maximum legibility and consistency of usage.
  • Where the logo is to be used at a small size, spot colour is preferred over process to maintain crisp edges.
  • 30mm
  • The logo must not be redrawn or altered in any way. It must only be reproduced from supplied files.
  • Do not reproduce the logo in any colour other than those specified.
  • The logo must not appear cramped or overshadowed by other information (see exclusion zone).
  • X Do not reverse the logo from light colours or tinted backgrounds.
  • East Midlands Councils X Do not change the colours of the logo.
  • X Do not use the Primary logo on a coloured background.
  • (East Midlands Councils X Do not alter the position or size relationship between the logo elements.
  • X Do not use the Primary logo on an image background.
  • East Midlands Councils X Logos must not be broken up. Neither the icon nor the type must ever be used without the other.
  • If the East Midlands Leaders’Board logo orthe two logos need to be used in conjunction, they must obey all previous rules, individually and as a whole.
  • This includes exclusion zones, where the rule of half the height of the Estill applies.
  • The logos should be stacked, with their exclusion zones compounded. This doubles the total exclusion area height and makes the space between the logos the height of a full E.
  • Important: This combination of logos is available as it’s own file and should be used whenever possible. If this file cannot be sourced, the combined logo can be reconstructed if these principles are strictly adhered to.
Color Palette
  • The logo must be reproduced in Pantone DS 166-1, or Black under certain conditions, as shown.
  • When the logo is reproduced out of 4 colour process the mix is: 50% Cyan, 100% Magenta, 0% Yellow, 20% Black
  • Pantone DS 166-1 50C 100M 0Y 20K
  • Black
  • Do not reproduce the logo in any colour other than those specified.
  • Do not change the colours of the logo.
  • Do not use the Primary logo on a coloured background.
  • In one colour applications the single colour to be used must be Pantone DS 166-1.
  • Where the logo is only legible reversed out it best be set on a background of Pantone DS 166-1 at full tint.
Typography
  • All typeset information is set in the corporate typeface Myriad for which detailed specifications are indicated on the examples.
  • When preparing letters Arial is the preferred type style and should be used.
  • Myriad has been selected as the primary corporate typeface and is recommended for use in the production of all typeset items such as literature, signage and advertising.
  • Myriad Roman
  • Myriad Italic
  • Myriad Bold
  • Myriad Bold Italic
  • When preparing letters or for use within the web or email, Arial is the preferred type style and should be used.
  • Arial Roman
  • Arial Italic
  • Arial Bold
  • Arial Bold Italic
  • Small print: Highlights: All other text: Myriad Roman 6pt Myriad Bold 9pt Myriad Roman 9pt
  • Highlights: All other text: Address text on reverse: Myriad Bold 9pt Myriad Roman 9pt Myriad Roman 8pt
Brand Imagery
  • Images are very important to our brand -communicating the core activity and aspirations of our organization.
  • Look for interesting angles or frames within the picture, unusual details or juxtapositions.
  • Do look for shots of people, reflecting emotions, pride, achievement, success.
  • Do not use stock montage photography to illustrate themes or concepts.
  • Do not use images taken from websites for printed publications. Print image resolution must be 300dpi.
  • Look for shots which create a sense of place, evoke an atmosphere or mood rather than flat architectural shots.
  • Try to avoid images which require an explanation or which would have little or no interest to the general viewer.
Visual Style
  • The East Midlands Councils logo has been specially drawn and therefore the relationship between the letterforms must always be consistent as shown.
  • The logo must only be reproduced from supplied files.
  • This is the preferred logo and should be used wherever possible.
  • The logo must be reproduced in Pantone DS 166-1, or Black under certain conditions, as shown.
  • When the logo is reproduced out of 4 colour process the mix is: 50% Cyan, 100% Magenta, 0% Yellow, 20% Black
  • Pantone DS 166-1 50C 100M 0Y 20K
  • Black
  • In one colour applications the single colour to be used must be Pantone DS 166-1.
  • Where the logo is only legible reversed out it best be set on a background of Pantone DS 166-1 at full tint.
  • The area indicated must not be encroached upon by text or image (the line is shown for guidance only).
  • The area indicated is the minimum amount of space that must be left around the logo (ignoring character ascenders). If space is restricted, reduce the amount of information around the logo or reduce the logo.
  • This exclusion zone still applies if the logo is coupled up with a partner logo or sub-logo.
  • E t X = half the height of the E
  • The smallest permitted use of the logo must be strictly adhered to. The minimum size of the logo as illustrated here has been established for maximum legibility and consistency of usage.
  • Where the logo is to be used at a small size, spot colour is preferred over process to maintain crisp edges.
  • 30mm
  • The logo must not be redrawn or altered in any way. It must only be reproduced from supplied files.
  • Do not reproduce the logo in any colour other than those specified.
  • The logo must not appear cramped or overshadowed by other information (see exclusion zone).
  • X Do not reverse the logo from light colours or tinted backgrounds.
  • East Midlands Councils X Do not change the colours of the logo.
  • X Do not use the Primary logo on a coloured background.
  • (East Midlands Councils X Do not alter the position or size relationship between the logo elements.
  • X Do not use the Primary logo on an image background.
  • East Midlands Councils X Logos must not be broken up. Neither the icon nor the type must ever be used without the other.
  • If the East Midlands Leaders’Board logo orthe two logos need to be used in conjunction, they must obey all previous rules, individually and as a whole.
  • This includes exclusion zones, where the rule of half the height of the Estill applies.
  • The logos should be stacked, with their exclusion zones compounded. This doubles the total exclusion area height and makes the space between the logos the height of a full E.
  • This combination of logos is available as it’s own file and should be used whenever possible. If this file cannot be sourced, the combined logo can be reconstructed if these principles are strictly adhered to.
Layout And Composition
  • The area indicated must not be encroached upon by text or image (the line is shown for guidance only).
  • The area indicated is the minimum amount of space that must be left around the logo (ignoring character ascenders). If space is restricted, reduce the amount of information around the logo or reduce the logo.
  • This exclusion zone still applies if the logo is coupled up with a partner logo or sub-logo.
  • E t X = half the height of the E
  • The smallest permitted use of the logo must be strictly adhered to. The minimum size of the logo as illustrated here has been established for maximum legibility and consistency of usage.
  • Where the logo is to be used at a small size, spot colour is preferred over process to maintain crisp edges.
  • 30mm
  • The logo must not appear cramped or overshadowed by other information (see exclusion zone).
  • X Do not reverse the logo from light colours or tinted backgrounds.
  • East Midlands Councils X Do not change the colours of the logo.
  • X Do not use the Primary logo on a coloured background.
  • (East Midlands Councils X Do not alter the position or size relationship between the logo elements.
  • X Do not use the Primary logo on an image background.
  • East Midlands Councils X Logos must not be broken up. Neither the icon nor the type must ever be used without the other.
  • If the East Midlands Leaders’Board logo orthe two logos need to be used in conjunction, they must obey all previous rules, individually and as a whole.
  • This includes exclusion zones, where the rule of half the height of the Estill applies.
  • The logos should be stacked, with their exclusion zones compounded. This doubles the total exclusion area height and makes the space between the logos the height of a full E.
  • This combination of logos is available as it’s own file and should be used whenever possible. If this file cannot be sourced, the combined logo can be reconstructed if these principles are strictly adhered to.
Photography Style
  • Images are very important to our brand -communicating the core activity and aspirations of our organization.
  • / Look for interesting angles or frames within the picture, unusual details or juxtapositions.
  • Do look for shots of people, reflecting emotions, pride, achievement, success.
  • Do not use stock montage photography to illustrate themes or concepts.
  • Do not use images taken from websites for printed publications. Print image resolution must be 300dpi.
  • Look for shots which create a sense of place, evoke an atmosphere or mood rather than flat architectural shots.
  • X Try to avoid images which require an explanation or which would have little or no interest to the general viewer.
  • Recycled papers must be used for printed literature. The preferred paper is Revive Silk. Other recycled papers can be used, and where other papers are proposed, samples and information about the recycled content must be submitted to the East Midlands Councils for approval.
  • A statement must be included on the document, typically at the back, stating that the document has been printed on recycled paper.
  • A statement concerning accessibility must also be included on the document, as follows: This document is available in Braille, large print format and tape format on request. East Midlands Councils publications are also available in a range of languages if required. For more information please call 01664 502 599 or e-mail: info@emcouncils.gov.uk
  • The month and year of publication must also be added to all documents.
  • Where relevant, an ISBN number should also be included on the document. This would be advised by the East Midlands Councils.
  • Contact details should be shown, typically on the back, as follows: East Midlands Councils T: 01664 502 599 F: 01664 568 201 E: info@emcouncils.gov.uk W: www.emcouncils.gov.uk East Midlands Councils, Phoenix House, Nottingham Road, Melton Mowbray, Leicestershire LE13 0UL
  • Do not use images taken from websites for printed publications. Print image resolution must be 300dpi.
Accessibility Guidelines
  • A statement concerning accessibility must also be included on the document, as follows: This document is available in Braille, large print format and tape format on request. East Midlands Councils publications are also available in a range of languages if required. For more information please call 01664 502 599 or e-mail: info@emcouncils.gov.uk
🐛 Report