Edinburgh

Official Websites

• https://www.edinburgh.gov.uk
• https://visitedinburgh.com
• https://www.visitscotland.com
• http://www.edinburgh.org
• https://edinburgh.org

Brand Guidelines

2005

Brand Summary

Mission

• To promote Edinburgh as an ‘Inspiring Capital’—a city that stimulates the senses and imagination, inspires creativity, and acts as a world influencer in science, technology, education, the arts, and business [^1].

Core Values

• Inventive Visionary
• Rich Diversity
• Striving for Excellence
• Sincere Warmth
• Understated Elegance
• Imaginative
• Vibrant
• Determined
• Authentic
• Confident

Target Audience

• Worldwide audiences, including residents, visitors, and organizations, with a focus on those less familiar with Edinburgh and its strengths [^2].

Personality Traits

• Inventive Visionary
• Rich Diversity
• Striving for Excellence
• Sincere Warmth
• Understated Elegance

Visual Identity Overview

• The visual identity is centered on inspiration and influence, using graphic lines to represent energy, direction, and the city’s physical characteristics. The logotype is a key element, supported by a palette of 10 colors, clean and modern typography (Myriad Roman), and photography that is thought-provoking, warm, and vibrant. Layouts are clean and simple, with a strong emphasis on balanced composition and the use of graphic devices [^3].

Categories

Brand Voice

• Tone of voice means how we say what we say. The words we use send signals about us – they show our audience what we represent as a brand and helps them to understand what we stand for. The way we talk as a brand is as important as the way we look. This simple guide will help you find the right words for Edinburgh.
• The words we use reflect our personality, so the more consistently we use them the more coherent our brand will be.
• Our tone of voice stems directly from our positioning and our values – they help guide us in what we write.
• We are a bright and imaginative city – bursting with talent and creativity. We should use words that reflect this imagination. Bold striking headlines that grab the imagination, question our assumptions and challenge us to think differently. We use vibrant words that capture people’s enthusiasm and capture the same impact as seeing the city for the first time. Our headlines should be alive with excitement – we let our passion and enthusiasm shine though.
• WE ARE NOT Loud, brash and intimidating.
• We have a sense of self belief; we are direct and accurate in what we say but we always display a sense of modesty. If we are talking about an aim or goal – we are direct, matter of fact and use correct statistics. We don’t need to use excessive exclamations or gushing descriptions.
• WE ARE NOT Arrogant, aloof and superfluous.
• We are straightforward and authentic. We don’t use complicated jargon and abbreviations that no one understands. We give clear and decisive directions with what we describe, we are respectful of others – we try not to assume.
• We use simple and direct words, we try to write in a warm style that is understood and appeals to all.
• WE ARE NOT Impersonal, complicated and cold.

Brand Imagery

• Photography is a key part of the Edinburgh brand. Our images should be thought-provoking and inspiring. They should demonstrate a knowledgeable perspective of Edinburgh and the region, not just a tourist’s eye view. We want to show a unique, unexpected and surprising angle on Edinburgh. They should be warm with an element of vibrancy, depicting natural actions and emotions of people within them. Images should create a sense of place and capture all aspects of Edinburgh from modern science to ancient history. It is important to show the mystical side of Edinburgh as well as a refreshing and modern side.
• We have divided our photography library into 4 main sections: ICONIC, DETAIL, ABSTRACT and PEOPLE.
• Use the images that you feel are most relevant to the message you are trying to communicate.
• PHOTOGRAPHIC CHECKLIST 1. Is the image dramatic and inspirational? 2. Does the image have a natural warmth? 3. Is the image thought-provoking, unique and refreshing? 4. Has photographic excellence been achieved? e.g. good colour contrast, engaging subject matter, interesting use of light and a strong composition? 5. Does the image feel balanced in colour? - e.g. not overly bright or artificial in colour? 6. Is the image clean and simple with a clear focal point? i.e. not busy, cluttered and complicated? 7. Have you got the most impact from your image? e.g. can you present it or crop it in a better way?
• Images can be downloaded from the image library at www.edinburghbrand.com.
• Bold, classic or modern images of the city that help spark our imagination and shed a new light on the familiar.
• Vibrant images of people that add life, warmth and human colour.
• Inspiring images of Edinburgh detail that look closely and imaginatively at locations and objects.
• Thought-provoking, atmospheric images that add mood and character.

Color Palette

• To keep our brand fresh and exciting we have created a palette of 10 colours. The inspiration for these is explained in the next section. The Edinburgh logotype can be produced only from these colours in both positive (colour on white) and negative (white out of colour) forms. Please select the most appropriate colour for your communication and over time try to use them equally so we don’t become associated with just one or two colours.
• For full colour specifications, and guidance on usage see the COLOUR section. Always reproduce the coloured logos from the master artwork. These can be downloaded from www.edinburghbrand.com.
• Our chosen colour palette was inspired by Edinburgh and its surrounding areas. The colours reflect not only the culture and history of Edinburgh but also the vibrancy and energy of modern life in the city region.
• These colours reflect history, richness of culture and warmth.
• These colours reflect the vibrancy and energy of Edinburgh life.
• The identity can by applied by using any of the 10 approved colours. It can appear both as a solid full bleed colour or reversed out of white as the examples illustrate below.
• Do not introduce new colours.
• Do not mix the colours within the logo.
• Do not choose colours which clash with the Imagery.
• Photography is a key part of our identity and our use of colour should always feel complimentary to the image. To achieve this, choose the colour from our palette that is closest to the dominant colour in the selected photograph.
• Select the most complimentary colour of lines from the ten brand colours for the photography. Do not select a colour that clashes or fights with the colour or tone of the photograph. Do not select white lines on light photography.

Typography

• Typography is a powerful tool in the development of a creative identity. Using a typeface consistently makes it recognisable. It pulls together communications and makes them more distinctive. The style of type we use to bring our communication to life sets the tone of our brand; clean, modern and stylish.
• The Edinburgh City Region brand uses Myriad Roman in all uses; titles, headlines and body text. You must ensure you own a legitimate copy and license of Myriad before using it. For further information regarding purchase, and usage of this font, contact: info@edinburghbrand.com or Fontworks UK Ltd, +44 (0)20 7226 4411.
• Use UPPERCASE with tracking value of 50. To create impact and recognition in titles, headlines and quotes, a tint of 50% is used. This is applied to the secondary line of information and the colour is always the same as that used on the spread. This effect is used instead of bold and italic type. Never use uppercase uniquely as body text.
• Use the guide below to determine leading for titles, phrases, headlines and quotes at sizes above 14 pt.
• Use the automatic leading setting (approximately the point size plus 2). To emphasize phrases, use 50% tint of the colour or use UPPERCASE with tracking set to 50. Do not use bold and italic versions of the font.
• Arial is used for all powerpoint presentations. This ensures compatibility and cohesion across all platforms and on computers that do not have the Edinburgh brand font Myriad installed. Use the same rules, guides, and specifications as if using Myriad.
• Layouts should be clean and simple. To achieve this you should avoid combining too many sizes of text. On portrait ‘A format’ layouts use a simple 4 column grid.
• Grid template files (In Adobe In Design and Quark formats) can be downloaded from www.edinburghbrand.com.
• On landscape ‘A format’ layouts use a 6 column grid to keep our layouts clean and simple. Don’t be afraid to be bold with headlines and quotes as they enhance the page layout.
• For DL formats use a two column grid.
• Do not use other fonts with the Edinburgh brand font.
• Do not to use the bold or italic versions of the font.
• Do not clutter the layout with too many elements. Avoid combining too many sizes of text.
• Do not use long (wide) columns of type.

Logo Usage

• { “category”: “logo_usage”, “guidelines”: [ { “guideline”: “The Edinburgh logotype is the most important element of our visual identity. It is the visual embodiment of the brand that people will instantly come to recognise and associate with the Edinburgh city region.”, “pages”: [10] }, { “guideline”: “The following pages outline a few simple rules about our logotype. Please take your time to understand how it is applied so that it will always appear in a clear and consistent way.”, “pages”: [10] }, { “guideline”: “The logotype has been specially created for us, so please don’t alter it in any way. It must always be reproduced from master artwork. Different artworks have been created for different applications; these can be downloaded from www.edinburghbrand.com.”, “pages”: [10] }, { “guideline”: “We’ve defined an exclusion zone that stops other graphic elements interfering with the Edinburgh logotype.”, “pages”: [11] }, { “guideline”: “The logotype should never be too small to read. We’ve set a minimum size of 20mm.”, “pages”: [11] }, { “guideline”: “Always follow the exclusion zone rule when positioning the Edinburgh logotype around the edges of a page or when you are combining it with other graphic elements.”, “pages”: [12] }, { “guideline”: “The logo does not have to live in corners or along edges in every instance, but care must be taken to create well balanced and considered compositions.”, “pages”: [12] }, { “guideline”: “The Edinburgh logotype can be produced only from these colours in both positive (colour on white) and negative (white out of colour) forms. Please select the most appropriate colour for your communication and over time try to use them equally so we don’t become associated with just one or two colours.”, “pages”: [13] }, { “guideline”: “Always reproduce the coloured logos from the master artwork. These can be downloaded from www.edinburghbrand.com.”, “pages”: [13] }, { “guideline”: “Where possible use the logotype on Edinburgh brand colours. For instances where this is not possible, we have created special transparent logotype artworks for use on non-brand colours.”, “pages”: [14] }, { “guideline”: “Please note that the transparency affects the lines above the logotype. Remember to use the specified exclusion zone to keep clear from other logotypes or graphic elements.”, “pages”: [14] }, { “guideline”: “For visual prominence and legibility, we only use the transparent white version of the logotype on dark non-brand colours.”, “pages”: [14] }, { “guideline”: “Very light non-brand colours allow the opportunity to use the colours from our palette. Always try to choose a colour that is sympathetic to the background non-brand colour.”, “pages”: [14] }, { “guideline”: “We have created special transparent logotype artworks for use on photographs. Please note that the transparency affects the lines above the logotype.”, { “category”: “logo_usage”, “guidelines”: [ { “guideline”: “The Edinburgh logotype is the most important element of our visual identity. It is the visual embodiment of the brand that people will instantly come to recognise and associate with the Edinburgh city region.”, “pages”: [10] }, { “guideline”: “The following pages outline a few simple rules about our logotype. Please take your time to understand how it is applied so that it will always appear in a clear and consistent way.”, “pages”: [10] }, { “guideline”: “The logotype has been specially created for us, so please don’t alter it in any way. It must always be reproduced from master artwork. Different artworks have been created for different applications; these can be downloaded from www.edinburghbrand.com.”, “pages”: [10] }, { “guideline”: “We’ve defined an exclusion zone that stops other graphic elements interfering with the Edinburgh logotype.”, “pages”: [11] }, { “guideline”: “The logotype should never be too small to read. We’ve set a minimum size of 20mm.”, “pages”: [11] }, { “guideline”: “Always follow the exclusion zone rule when positioning the Edinburgh logotype around the edges of a page or when you are combining it with other graphic elements.”, “pages”: [12] }, { “guideline”: “The logo does not have to live in corners or along edges in every instance, but care must be taken to create well balanced and considered compositions.”, “pages”: [12] }, { “guideline”: “The Edinburgh logotype can be produced only from these colours in both positive (colour on white) and negative (white out of colour) forms. Please select the most appropriate colour for your communication and over time try to use them equally so we don’t become associated with just one or two colours.”, “pages”: [13] }, { “guideline”: “Always reproduce the coloured logos from the master artwork. These can be downloaded from www.edinburghbrand.com.”, “pages”: [13] }, { “guideline”: “Where possible use the logotype on Edinburgh brand colours. For instances where this is not possible, we have created special transparent logotype artworks for use on non-brand colours.”, “pages”: [14] }, { “guideline”: “Please note that the transparency affects the lines above the logotype. Remember to use the specified exclusion zone to keep clear from other logotypes or graphic elements.”, “pages”: [14] }, { “guideline”: “For visual prominence and legibility, we only use the transparent white version of the logotype on dark non-brand colours.”, “pages”: [14] }, { “guideline”: “Very light non-brand colours allow the opportunity to use the colours from our palette. Always try to choose a colour that is sympathetic to the background non-brand colour.”, “pages”: [14] }, { “guideline”: “We have created special transparent logotype artworks for use on photographs. Please note that the transparency affects the lines above the logotype.”, “pages”: [15] }, { “guideline”: “For visual prominence and legibility, we only use the transparent white version of the logotype on dark images.”, “pages”: [15] }, { “guideline”: “Lighter images allow the opportunity to use the colours from our palette. Always try to choose a colour that is sympathetic to those within the selected images.”, “pages”: [15] }, { “guideline”: “As with any creative identity guidelines there will be elements that are open to interpretation. The Edinburgh logotype operates around rules of common sense. If you feel what you have done doesn’t make sense, or looks strange then it is probably wrong. To help we have highlighted some things that should never be done to our logotype. We know you wouldn’t do anything like this anyway but here they are just in case!”, “pages”: [16] }, { “guideline”: “1. The logotype is in the wrong colour.”, “pages”: [16] }, { “guideline”: “2. Do not lock-up the logotype with new typographic elements.”, “pages”: [16] }, { “guideline”: “3. A white logotype has been used on a light photograph.”, “pages”: [16] }, { “guideline”: “4. A coloured logotype has been used on a dark photograph.”, “pages”: [16] }, { “guideline”: “5. The logotype has been stretched.”, “pages”: [16] }, { “guideline”: “6. The logotype has been rotated.”, “pages”: [16] }, { “guideline”: “7. The logotype has a graphic element or logo within the exclusion zone.”, “pages”: [16] }, { “guideline”: “8. The logotype has a graphic element within the exclusion zone.”, “pages”: [16] } ] }

Tone And Messaging

• Tone of voice means how we say what we say. The words we use send signals about us – they show our audience what we represent as a brand and helps them to understand what we stand for. The way we talk as a brand is as important as the way we look. This simple guide will help you find the right words for Edinburgh.
• The words we use reflect our personality, so the more consistently we use them the more coherent our brand will be.
• Our tone of voice stems directly from our positioning and our values – they help guide us in what we write.
• We are a bright and imaginative city – bursting with talent and creativity. We should use words that reflect this imagination. Bold striking headlines that grab the imagination, question our assumptions and challenge us to think differently. We use vibrant words that capture people’s enthusiasm and capture the same impact as seeing the city for the first time. Our headlines should be alive with excitement – we let our passion and enthusiasm shine though.
• WE ARE NOT Loud, brash and intimidating.
• We have a sense of self belief; we are direct and accurate in what we say but we always display a sense of modesty. If we are talking about an aim or goal – we are direct, matter of fact and use correct statistics. We don’t need to use excessive exclamations or gushing descriptions.
• WE ARE NOT Arrogant, aloof and superfluous.
• We are straightforward and authentic. We don’t use complicated jargon and abbreviations that no one understands. We give clear and decisive directions with what we describe, we are respectful of others – we try not to assume.
• We use simple and direct words, we try to write in a warm style that is understood and appeals to all.
• WE ARE NOT Impersonal, complicated and cold.

Brand Values

• Our research also established a set of values that are distinctively Edinburgh, which reflect past strengths and future ambitions.
• Our values are a guide and while they apply to everything we do, it’s not always relevant to apply each of them equally.
• We hope you will use use them to challenge your behaviour and make sure that you’ve considered each value in turn. The values are an important part of delivering an Edinburgh experience.
• The values are: ‘INVENTIVE VISIONARY’ – Edinburgh excels in the arts, science, business and education. ‘RICH DIVERSITY’– Edinburgh has a vibrant and cosmopolitan culture with a great mix of people and skills – all within a setting of inspiring architecture and natural beauty. ‘STRIVING FOR EXCELLENCE’ – Edinburgh and Scotland share this work ethic, which drives the city’s past successes and future ambitions. ‘SINCERE WARMTH’ – Edinburgh people extend a helpful, genuine welcome to all. ‘UNDERSTATED ELEGANCE’ – Edinburgh is not boastful or arrogant about its achievements, but quietly confident in everything it does.
• IMAGINATIVE VIBRANT DETERMINED AUTHENTIC CONFIDENT
• Our tone of voice stems directly from our positioning and our values – they help guide us in what we write.
• OUR VALUES - INVENTIVE VISIONARY, RICH DIVERSITY
• OUR VALUES – STRIVING FOR EXCELLENCE, UNDERSTATED ELEGANCE
• OUR VALUE – SINCERE WARMTH

Visual Style

• The Edinburgh logotype is the most important element of our visual identity. It is the visual embodiment of the brand that people will instantly come to recognise and associate with the Edinburgh city region.
• The following pages outline a few simple rules about our logotype. Please take your time to understand how it is applied so that it will always appear in a clear and consistent way.
• The logotype has been specially created for us, so please don’t alter it in any way. It must always be reproduced from master artwork. Different artworks have been created for different applications; these can be downloaded from www.edinburghbrand.com.
• We’ve defined an exclusion zone that stops other graphic elements interfering with the Edinburgh logotype.
• The logotype should never be too small to read. We’ve set a minimum size of 20mm.
• Always follow the exclusion zone rule when positioning the Edinburgh logotype around the edges of a page or when you are combining it with other graphic elements.
• The logo does not have to live in corners or along edges in every instance, but care must be taken to create well balanced and considered compositions.
• To keep our brand fresh and exciting we have created a palette of 10 colours. The inspiration for these is explained in the next section. The Edinburgh logotype can be produced only from these colours in both positive (colour on white) and negative (white out of colour) forms. Please select the most appropriate colour for your communication and over time try to use them equally so we don’t become associated with just one or two colours.
• For full colour specifications, and guidance on usage see the COLOUR section. Always reproduce the coloured logos from the master artwork. These can be downloaded from www.edinburghbrand.com.
• Where possible use the logotype on Edinburgh brand colours. For instances where this is not possible, we have created special transparent logotype artworks for use on non-brand colours.
• Please note that the transparency affects the lines above the logotype. Remember to use the specified exclusion zone to keep clear from other logotypes or graphic elements.
• For visual prominence and legibility, we only use the transparent white version of the logotype on dark non-brand colours.
• Very light non-brand colours allow the opportunity to use the colours from our palette. Always try to choose a colour that is sympathetic to the background non-brand colour.
• We have created special transparent logotype artworks for use on photographs. Please note that the transparency affects the lines above the logotype.
• For visual prominence and legibility, we only use the transparent white version of the logotype on dark images.
• Lighter images allow the opportunity to use the colours from our palette. Always try to choose a colour that is sympathetic to those within the selected images.
• As with any creative identity guidelines there will be elements that are open to interpretation. The Edinburgh logotype operates around rules of common sense. If you feel what you have done doesn’t make sense, or looks strange then it is probably wrong. To help we have highlighted some things that should never be done to our logotype. We know you wouldn’t do anything like this anyway but here they are just in case!
• The logotype is in the wrong colour.
• Do not lock-up the logotype with new typographic elements.
• A white logotype has been used on a light photograph.
• A coloured logotype has been used on a dark photograph.
• The logotype has been stretched.
• The logotype has been rotated.
• The logotype has a graphic element or logo within the exclusion zone.
• The logotype has a graphic element within the exclusion zone.

Layout And Composition

• Layouts should be clean and simple. To achieve this you should avoid combining too many sizes of text. On portrait ‘A format’ layouts use a simple 4 column grid.
• On landscape ‘A format’ layouts use a 6 column grid to keep our layouts clean and simple. Don’t be afraid to be bold with headlines and quotes as they enhance the page layout.
• For DL formats use a two column grid.
• Do not clutter the layout with too many elements. Avoid combining too many sizes of text.
• Do not use long (wide) columns of type.

Brand Personality

• Underpinning this essence, is our brand personality: Edinburgh as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere always inspires.
• A WORLD INFLUENCER IN SCIENCE, TECHNOLOGY, EDUCATION, THE ARTS AND BUSINESS. WHOSE STUNNING PHYSICAL BEAUTY AND MAGICAL ATMOSPHERE ALWAYS INSPIRES.
• INVENTIVE VISIONARY, RICH DIVERSITY, STRIVING FOR EXCELLENCE, SINCERE WARMTH, UNDERSTATED ELEGANCE

Brand Essence

• The Edinburgh brand essence is ‘Inspiring Capital’.
• This means that Edinburgh is a dramatic city bursting with ideas and life. There is a drama and magical quality to the city for many people, and it is a place that stimulates the senses and imagination. It is a city of contrasts with a special atmosphere as a result. Its natural beauty and intellectual tradition have been a springboard for invention and creativity. From the Festivals to the telephone and from Dolly the sheep to Harry Potter – Edinburgh clearly inspires.
• It is inspiration that is at the heart of the Edinburgh brand.
• Underpinning this essence, is our brand personality: Edinburgh as a world influencer in science, education, the arts and business, whose stunning physical beauty and magical atmosphere always inspires.
• INSPIRING CAPITAL ESSENCE A WORLD INFLUENCER IN SCIENCE, TECHNOLOGY, EDUCATION, THE ARTS AND BUSINESS, WHOSE STUNNING PHYSICAL BEAUTY AND MAGICAL ATMOSPHERE ALWAYS INSPIRES

Brand Pyramid

• The brand story can be summarised in the brand pyramid. This helps to bring all of the elements together in one simple format.
• We have also included a tone of voice, which we will explore later in these guidelines.
• INSPIRING CAPITAL ESSENCE A WORLD INFLUENCER IN SCIENCE, TECHNOLOGY, EDUCATION, THE ARTS AND BUSINESS, WHOSE STUNNING PHYSICAL BEAUTY AND MAGICAL ATMOSPHERE ALWAYS INSPIRES INVENTIVE RICH STRIVING FOR SINCERE UNDERSTATED VISIONARY DIVERSITY EXCELLENCE WARMTH ELEGANCE IMAGINATIVE VIBRANT DETERMINED AUTHENTIC CONFIDENT TONE OF VOICE

Additional Properties