Explore Your Archive

📋 1 Guidelines

🔗 Connections

Sector

Arts culture Ngo

Region

United kingdom

Guideline Year

2016

Language

English

Tags

Institution

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To join archives with those who might be exploring them and reveal the potential archives have to offer [^1].
Core Values
  • exploration
  • discovery
  • connection
  • celebration
  • imagination
  • learning
  • creation
  • revealing
  • engagement
  • unearthing
  • unlocking
  • openness
  • detecting
  • found
  • celebrated
  • connected
  • imagined
  • revealed [^2]
Target Audience
  • Potential visitors to archives, including local, business, university, and private archives, as well as those interested in historical research and archival exploration [^3].
Personality Traits
  • modern
  • energetic
  • inspiring
  • surprising
  • amazing
  • dynamic
  • clean
  • professional [^2]
Visual Identity Overview
  • The visual identity is bold, vibrant, and modern, using a fixed campaign identity with clear space rules, vibrant color pairings, and dynamic layouts. It emphasizes exploration and discovery through strong typographic elements and consistent use of color and imagery [^5].

Categories

Brand Voice
  • The campaign identity has been designed to join archives with those who might be exploring them and reveal the potential archives have to offer.
  • The campaign identity has been designed as a fixed object and should be only be used as supplied.
  • Consideration must be taken when using the identity to ensure it is reproduced correctly.
  • If you are creating content for other activities, which coincide with the Explore Your Archive campaign, it would be good if you could use the campaign identity on your printed materials or online/digital content.
  • For additional messages within your materials (e.g. call to action/ contact information/event details, etc), and how to format them, refer to guidance on page 9.
  • The campaign language has been written to surprise, inspire and amaze potential visitors to archives, through their participation.
  • Primary campaign message Primary level message consists of the full list of verbs available as a ready-to-use element only.
  • Call to action is the campaign point of contact, which will direct our audiences to the campaign website or to your own website.
Brand Imagery
  • To ensure the campaign identity is given enough space, use the height of the ‘I’ in ARCHIVE to create an invisible boundary as shown above.
  • The campaign identity has been designed as a fixed object and should be only be used as supplied.
  • Consideration must be taken when using the identity to ensure it is reproduced correctly.
  • The campaign identity is available in the following file formats and will be available to download. Formats EPS — print materials PNG— online/digital content
  • These images are for illustrative purposes only and should not be reproduced.
  • When creating tailored campaign materials, using images from your archive collections will help bring stories to life.
  • The types of images you decide to use can be as varied as the content that your archive contains, but it is important that you consider what the image is communicating prior to its selection.
  • Colour within images is another important factor to consider. Try to select images that have a dominant colour, this will make it easy to identify the most appropriate campaign swatch to use in for campaign messages.
  • Selecting image colours: For colour guidance when selecting images please refer to the colour palette on page 3.
  • When using colour in secondary materials it is important to ensure that a relationship is created between the text and image or photographic elements.
  • To maximise the impact of colour used in secondary materials, text should be coloured using swatches from the colour palette that closely reference colours found in an image.
  • Colours must be used in colour pairings, this is to ensure a visual consistency across all materials is maintained.
  • When colouring typographic elements, the darker swatch from the campaign palette always precede the lighter swatch.
Color Palette
  • Colour is an important part of our campaign, which visually brings the variety that archives have to offer to life.
  • These colours have been chosen because of their vibrancy and richness.
  • Each swatch has a complimentary pairing and should always be used together.
  • Colours must not be mixed with other pairings.
  • Black pairing: CMYK 0/0/0/15 RGB 227/227/227 Web # E3E3E3; CMYK 0/0/0/90 RGB 60/60/59 Web # 3C3C3B
  • Purple pairing: CMYK 0/99/0/0 RGB 230/0/127 Web # E6007F; CMYK 37/100/0/26 RGB 139/14/104 Web # 8B0E68
  • Orange pairing: CMYK 0/48/100/0 RGB 244/150/0 Web # F49600; CMYK 0/68/100/0 RGB 237/107/6 Web # ED6B06
  • Green pairing: CMYK 57/0/100/0 RGB 128/186/39 Web # 80BA27; CMYK 68/0/100/24 RGB 75/146/40 Web # 4B9228
  • Blue pairing: CMYK 85/24/0/0 RGB 0/146/212 Web # 0092D4; CMYK 100/57/0/2 RGB 0/95/170 Web # 005FAA
  • Poppy red pairing (Bespoke, use for WW1 & WW2 campaigns only): CMYK 6/100/89/30 RGB 168/17/25 Web # A81119; CMYK 6/100/89/0 RGB 219/13/36 Web # DB0D24
  • The colour swatches are representative and may not be accurate, please use the CMYK, RGB or WEB references provided.
  • Do not alter or change these colours in any way.
  • Choose the most dominant colours from the image to use.
  • Match these colours with swatches from the campaign colour palette
  • When using colour in secondary materials it is important to ensure that a relationship is created between the text and image or photographic elements.
  • To maximise the impact of colour used in secondary materials, text should be coloured using swatches from the colour palette that closely reference colours found in an image.
  • Colours must be used in colour pairings, this is to ensure a visual consistency across all materials is maintained.
  • When colouring typographic elements, the darker swatch from the campaign palette always precede the lighter swatch.
  • Selecting image colours: For colour guidance when selecting images please refer to the colour palette on page 3.
Typography
  • Franklin Gothic Roman is our primary typeface, which is used in all primary campaign messaging.
  • Primary campaign messages will be provided in a ready-to-use downloadable formats.
  • Beyond the guidance that has been provided if you wanted to use a verb that isn’t in the ready-to-use list supplied, you can purchase the typeface necessary to create it.
  • However you can simply make use of the campaign identity, the ready-to-use campaign message verbs or the poster templates available for download.
  • If you need to add new copy to the secondary messaging – see the next page for the secondary typeface – this is a different font and is freely available on Macs and PCs.
  • Franklin Gothic font can be purchased from Linotype: www.linotype.com/44986/ franklingothicstdno2roman -product.html
  • Georgia is our secondary typeface, which is used for all secondary campaign messages, calls to action and body copy, it is available to use in bold, regular and italic weights.
  • Georgia is a standard typeface and will be available for general use on both Mac and PC computers.
  • When colouring typographic elements, the darker swatch from the campaign palette always precede the lighter swatch.
  • Any secondary or personalised campaign messages should be formatted using Georgia our secondary typeface.
Logo Usage
  • To ensure the campaign identity is given enough space, use the height of the ‘I’ in ARCHIVE to create an invisible boundary as shown above.
  • The campaign identity has been designed as a fixed object and should be only be used as supplied.
  • Consideration must be taken when using the identity to ensure it is reproduced correctly.
  • The campaign identity is available in the following file formats and will be available to download. Formats EPS — print materials PNG— online/digital content
Tone And Messaging
  • The campaign identity has been designed to join archives with those who might be exploring them and reveal the potential archives have to offer.
  • The campaign identity has been designed as a fixed object and should be only be used as supplied.
  • Consideration must be taken when using the identity to ensure it is reproduced correctly.
  • If you are creating content for other activities, which coincide with the Explore Your Archive campaign, it would be good if you could use the campaign identity on your printed materials or online/digital content.
  • For additional messages within your materials (e.g. call to action/ contact information/event details, etc), and how to format them, refer to guidance on page 9.
  • The campaign language has been written to surprise, inspire and amaze potential visitors to archives, through their participation.
  • Primary campaign message Primary level message consists of the full list of verbs available as a ready-to-use element only.
  • Call to action is the campaign point of contact, which will direct our audiences to the campaign website or to your own website.
  • Personalised message provides an individual view from someone who has benefited from archives.
  • The core content of these messages can be personalised to work with content from your archive, bringing it to life and enhancing the connection between your archive and the campaign.
  • Call to action is the campaign call to action and point of contact, which will direct our audiences to the campaign website or to your own website.
Visual Style
  • To ensure the campaign identity is given enough space, use the height of the ‘I’ in ARCHIVE to create an invisible boundary as shown above.
  • The campaign identity has been designed as a fixed object and should be only be used as supplied.
  • Consideration must be taken when using the identity to ensure it is reproduced correctly.
  • The campaign identity is available in the following file formats and will be available to download. Formats EPS — print materials PNG— online/digital content
  • Colour is an important part of our campaign, which visually brings the variety that archives have to offer to life.
  • These colours have been chosen because of their vibrancy and richness.
  • Each swatch has a complimentary pairing and should always be used together.
  • Colours must not be mixed with other pairings.
  • The colour swatches are representative and may not be accurate, please use the CMYK, RGB or WEB references provided.
  • Do not alter or change these colours in any way.
  • Choose the most dominant colours from the image to use.
  • Match these colours with swatches from the campaign colour palette
  • When using colour in secondary materials it is important to ensure that a relationship is created between the text and image or photographic elements.
  • To maximise the impact of colour used in secondary materials, text should be coloured using swatches from the colour palette that closely reference colours found in an image.
  • Colours must be used in colour pairings, this is to ensure a visual consistency across all materials is maintained.
  • When colouring typographic elements, the darker swatch from the campaign palette always precede the lighter swatch.
Layout And Composition
  • To ensure the campaign identity is given enough space, use the height of the ‘I’ in ARCHIVE to create an invisible boundary as shown above.
  • The campaign identity has been designed as a fixed object and should be only be used as supplied.
  • Consideration must be taken when using the identity to ensure it is reproduced correctly.
  • When using colour in secondary materials it is important to ensure that a relationship is created between the text and image or photographic elements.
  • To maximise the impact of colour used in secondary materials, text should be coloured using swatches from the colour palette that closely reference colours found in an image.
  • Colours must be used in colour pairings, this is to ensure a visual consistency across all materials is maintained.
  • When colouring typographic elements, the darker swatch from the campaign palette always precede the lighter swatch.
Brand Partnerships
  • Please refer to guidance on page 19 on how to use partner logos on campaign materials.
  • Partner logos Primary partner logos Archives & Records Association (UK and Ireland)
  • Partner logo alignment 1. Archives & Records Association (UK and Ireland) 2. The National Archives 3. Partner logo 4. Additional partner logo (if applicable)
  • The National Archives
  • The campaign is being delivered in partnership with The Archives & Records Association (UK and Ireland), The National Archives and local, business, university and private archives. It is important that these partnerships are displayed clearly and correctly on all communications.
  • When producing campaign materials, our primary partner logos must be displayed clearly and in the following structure.
  • The primary partner logos must always precede any additional partner logos. The Archives & Records Association (UK and Ireland) logo must appear first, followed by The National Archives logo.
  • The alignment of these logos varies depending on the material being produced. The two templates provide here give advice on how to position additional partner logos.
  • Unless it is absolutely necessary to use an additional partner logo please keep the number of partner logos to a total of 3, including the primary partner logos.
  • Too many logos will clutter campaign materials and may confuse your audience.
🐛 Report