Kent Fire & Rescue Service

📋 1 Guidelines

🔗 Connections

Sector

Public sector Emergency services

Region

United kingdom

Guideline Year

2004

Language

English

Tags

Rescue service

Official Websites

Brand Guidelines

2004

Brand Summary

Mission
  • To present Kent Fire & Rescue Service as a professional, clearly branded organization, ensuring all communications and materials reflect the quality and value of the service and its commitment to the community [^1].
Core Values
  • professionalism
  • clarity
  • consistency
  • community engagement
  • accessibility
Target Audience
  • The whole community, including staff, suppliers, people with disabilities, non-English speakers, and the general public [^2].
Personality Traits
  • professional
  • authoritative
  • clear
  • accessible
  • community-focused
Visual Identity Overview
  • The visual identity centers on a heraldic emblem featuring a white horse on a red shield with a starburst pattern, supported by a strict color palette (red, black, blue), Helvetica Neue and Arial typefaces, and consistent logo usage across all materials. Layouts are clean, logical, and emphasize clarity and legibility [^3].

Categories

Brand Imagery
  • Images should be chosen carefully. Those on KFRS’s website should be considered, but usage will depend on the message being put across. The Media & Communication Team will assist with this to ensure political sensitivity is taken into account.
  • Pictorial material Use bold images. Do not run type over or around illustrations/photos etc.
Color Palette
  • There are three main corporate colours which should be reproduced as accurately as possible in whichever medium they are used.
  • KFRS Black to match PMS Black
  • KFRS Red to match PMS 485
  • KFRS Blue to match PMS 2738
  • CMYK: 4-colour process = Cyan, Magenta, Yellow, Black
  • HTML: web safe hexadecimal value
  • RGB: Digital Red, Green, Blue values
  • KFRS Black: CMYK C 0.0, M 0.0, Y 0.0, K 100.0; HTML 000000; RGB R0, G0, B0
  • KFRS Red: CMYK C 0.0, M 100.0, Y 100.0, K 0.0; HTML CC0000; RGB R 204, G0, B0
  • KFRS Blue: CMYK C 100.0, M 79.0, Y 0.0, K 0.0; HTML 000066; RGB R0, G0, B 102
  • For documents with print reproduction electronic or audio-visual work it is best the logotype in its corporate two colours red and black. Always try to get a good colour match.
  • Compliment slips printed are colours red and black. two - section colour. 01.02
  • Business cards printed are both colours red and black, - See section colour. 01.02
  • Use only the colours from the colour palette corporate. See section 01.02.
  • Match corporate colours, see section 01.02.
  • Use corporate typeface(s), see section 01.03. and match corporate colours, see section 01.02.
  • All vehicles are red.
Typography
  • The KFRS brand typeface families are Helvetica Neue and Arial. You can use Helvetica Neue and Arial for headings and body text, but DO NOT mix the two typefaces – use one or the other. For ease, five weights have been selected for use throughout the organisation (see below). However, if you have access, you can use any weight within these families. The one you use will depend on the needs and emphasis of your particular communication material. No other typeface(s) should be used alongside or independently of Helvetica Neue or Arial.
  • All Kent & Medway Fire & Rescue Authority material, should be accompanied by the strapline which explains that KFRS is run by Kent & Medway Fire & Rescue Authority (KMFRA). The correct wording is: Kent & Medway Fire & Rescue Authority provides services through Kent Fire & Rescue Service. It should be set in Helvetica Neue or Arial in UPPER & lower case. Reproduce in the corporate red if possible, if not use black or white out of a background.
  • On most KFRS documents such as memos, reports and letters the font size is 11pt with 16pt leading. As a general rule however the font size should be no smaller than 9pt, but for large-print material a minimum of 14pt is recommended. When typesetting use at least a 2pt linefeed (space between lines) ie. 9pt type size to be set on a minimum linefeed of 11pt. Type should range left or range right – do not set centred.
  • Consider the information being communicated and set type size and weight for clarity and legibility.
  • Type size A minimum size of 14pt is recommended for people with a visual impairment.
  • Type weight Use a medium or bold weight.
  • Type style Avoid italics and excessive use of capital letters as these letter-forms affect the outline shape of words and are therefore more difficult to read.
  • Reversing out Only reverse type out of a background colour if the face is clear, bold enough and large enough not to break up or fill in with ink. Ensure a good contrast between white lettering and the background colour.
  • Letter spacing Ensure adequate even spacing between letters, they should never appear to touch.
  • Word spacing Keep word spacing even. Don’t condense or stretch lines of type to fit a particular measure.
  • Line length Allow 50-65 characters, inclusive of spaces, per line.
  • Justification Range left type with ragged right hand margin.
  • Hyphenation Don’t split words at the end of lines
  • Layout Keep layout clean and logical. Provide contents lists and plenty of clear headings. Break text into shortish paragraphs with adequate space between and around them.
  • Columns Allow adequate space between columns, use rules to separate them, don’t use designs with uneven column widths.
  • Pictorial material Use bold images. Do not run type over or around illustrations/photos etc.
  • Form design Allow large spaces for people to write into. Text and related boxes for writing or putting a tick in should be clearly associated with each other.
  • In general, text should be justified to the left because it is easier to read. For corporate typefaces see page 01.03. Avoid using block capital letters because they are difficult to read – there are other ways to emphasise important text.
  • Only use corporate typeface(s), see section 01.03.
  • Use corporate typeface(s), see section 01.03. and match corporate colours, see section 01.02.
  • The correct corporate typeface must be used throughout. Do not use any other. See section 01.03.
Logo Usage
  • The KFRS logotype is unique and is one of the most important visual elements of the identity. The logotype comprises the badge and the words Kent Fire & Rescue Service. They should be used in conjunction (locked-up) with each other and in the approved colourways. The badge should not normally be used on its own. When it is necessary to do so, follow the guidelines in Section 03. If in any doubt about its use, seek advice. The various logotype versions are laid out and explained in this section. They can be obtained in a variety of file formats including: EPS, JPEG, TIFF and WMF files. Please study this section before using the logotype. Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been supplied and approved.
  • The large version of the logotype has been created for larger applications such signage as vehicle livery. It may be used but the reproduction process must be considered. See specifications. It should NOT be used for small format applications, leaflets, stationery etc. for minimum size 02.09.
  • The small version of the logotype has been created for small format applications such as stationery and printed marketing material. It should NOT be used for large-format applications, such as signage, vehicle livery etc. See section 02.09 for minimum size specifications. The small version logotype is constructed using the small version badge, see section 03.03 for details. It has been created in a number of colour-ways, which are explained in more detail within this section. Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been supplied and approved.
  • Always For documents with print reproduction electronic or audio-visual work it is best the logotype in its corporate two colours red and black. - good colour match. to get a high-quality
  • The logotype can appear on a colour or photographic background. Make sure the correct version of the logotype is used. When on colour/photograph the KFRS logotype can be black or reversed white-out depending on the quality and colour of the background.
  • It may not always be possible to render the logotype in colour. If the quality of execution is not good, the greyscale version of the logotype should be used.
  • For low print work such as press ads, do not use the logotype. See section 02.07 for black & white version.
  • When reproduction is of a standard, the black & white version of the logotype is to be used. Examples include: press ads, in-house documents, laser output printers, photocopies etc. The black & white version should be used when the KFRS logotype is required to appear very small. See section 02.09 for minimum size.
  • An exclusion zone (the unobstructed area around the logotype) has been developed to make sure that the logotype is sufficiently prominent.
  • For clarity and reproduction quality do not use any logotype smaller than the ones shown. Use the correct version of the logotype depending on the size requirement and reproduction quality.
  • The large version logotype should be used if the size requirement is 48mm badge depth or above. The small version should be used if that requirement is 47mm or below.
Tone And Messaging
  • Using our corporate identity correctly and consistently is important. Every time we use our logo, we send a message about the quality of our services, about the value we place on the organisation and ourselves.
  • I want people to see us as a professional organisation and, whether a leaflet will be seen by our own staff or reproduced thousands of times for the public, it should be clearly branded and immediately obvious that it was produced by Kent Fire & Rescue Service.
  • It is important that the Authority communicates to the whole community, including those with disabilities or who do not speak English as their first language.
  • Where appropriate, consideration should be given to translating documents or offering help through our Community Liaison Officer.
  • Avoid the use of jargon and acronyms, especially in communication aimed at the general public.
  • It is important to take the target audience into account and, where appropriate, make material available in large print or audio media.
  • Consider the information being communicated and set type size and weight for clarity and legibility.
  • Images should be chosen carefully. Those on KFRS’s website should be considered, but usage will depend on the message being put across. The Media & Communication Team will assist with this to ensure political sensitivity is taken into account.
  • The website address and contact telephone number should be included on all marketing material.
Visual Style
  • There are three main corporate colours which should be reproduced as accurately as possible in whichever medium they are used.
  • KFRS Black to match PMS Black
  • KFRS Red to match PMS 485
  • KFRS Blue to match PMS 2738
  • CMYK: KFRS Black: C 0.0, M 0.0, Y 0.0, K 100.0; KFRS Red: C 0.0, M 100.0, Y 100.0, K 0.0; KFRS Blue: C 100.0, M 79.0, Y 0.0, K 0.0
  • HTML: KFRS Black 000000; KFRS Red CC0000; KFRS Blue 000066
  • RGB: KFRS Black R0 G0 B0; KFRS Red R204 G0 B0; KFRS Blue R0 G0 B102
  • The KFRS brand typeface families are Helvetica Neue and Arial. You can use Helvetica Neue and Arial for headings and body text, but DO NOT mix the two typefaces – use one or the other.
  • No other typeface(s) should be used alongside or independently of Helvetica Neue or Arial.
  • For ease, five weights have been selected for use throughout the organisation (see below). However, if you have access, you can use any weight within these families. The one you use will depend on the needs and emphasis of your particular communication material.
  • Do not try to alter any aspect of the logotype and do not try to recreate it. Use only the logotype which has been supplied and approved.
  • For clarity and reproduction quality do not use any badge smaller than the ones shown. Use the correct version of the badge depending on the size requirement and reproduction quality.
  • Do not try to alter any aspect of the badge and do not try to recreate it. Use only the badge which has been supplied and approved.
Layout And Composition
  • Type should range left or range right – do not set centred.
  • When typesetting use at least a 2pt linefeed (space between lines) ie. 9pt type size to be set on a minimum linefeed of 11pt.
  • Consider the information being communicated and set type size and weight for clarity and legibility.
  • Keep layout clean and logical. Provide contents lists and plenty of clear headings. Break text into shortish paragraphs with adequate space between and around them.
  • Allow adequate space between columns, use rules to separate them, don’t use designs with uneven column widths.
  • Do not run type over or around illustrations/photos etc.
  • Allow large spaces for people to write into. Text and related boxes for writing or putting a tick in should be clearly associated with each other.
  • The important elements in the production of publications are the position and size of the logotype, and the strip of black or red used at the bottom of the covers. By using these set elements we can create a consistent and instantly recognisable brand, while still leaving space for creativity.
  • Strong blocks of the corporate colours can be used throughout materials to reinforce the brand through colour.
  • Short vertical lines – similar to those used on the stationery - can be a useful device for placing information and should be used if appropriate.
  • In general, text should be justified to the left because it is easier to read.
  • The next few pages show specific guidance for different types of promotional and information materials.
  • A3 Bottom strip: 60mm deep Logotype width: 107mm
  • A4 Bottom strip: 40mm deep Logotype width: 75mm
Stationery Guidelines
  • Kent Fire & Rescue Service’s correspondence is highly important that every member follows and applies the Stationery templates have created. Please the contact Communication Team to file. correct Kent Fire& Service Rescue Fire& Kent Suzi J Christie Headquarters BA Service Rescue Maidstone, Kent ME15 6XB Head of Media & Communication ThGodlands, Tovil e T 01622 698241
  • Use the version from correct the templates supplied on BN3 6EU suzi.christie@kent.fire-uk.org Aures lucide adquireret plane adfabilis fiducia suis. Apparatus bellis miscere lascivius agricolae, iam I IKFRS intranet. Cl/024 KFB/Cl-0202 I I I SuziJChristie 14 Richard Wolfstrome Wolfstrome Design 01622 698241 01622 26 Ferndale Road Fiducia suis fortiter suffragarit plane adlaudabilis saburre, matrimonii ossifragi, quod bellus amputat semper cathedras.
  • Other stationery such as sheet and have cover memo created templates.
  • Use the version from correct the templates supplied on KFRS intranet.
  • Compliment slips printed to: go are colours red and black. two - section colour. 01.02
  • The logotype, address details exactly the components are the letterhead.
  • A template has been created. the Media & Communication contact Team obtain the to correct
  • Business cards printed to: go are both colours red and black, - See section colour. 01.02
  • Do alter aspect not try to any the business do card and it. Use only those recreate have been supplied and
Publications Guidelines
  • The very nature of printed marketing and information material means that it has a very high public profile.
  • It is most important that the design of such materials is consistent and the use of the logotype, colour, typefaces and images must follow the guidance laid out in this manual.
  • The important elements in the production of publications are the position and size of the logotype, and the strip of black or red used at the bottom of the covers. By using these set elements we can create a consistent and instantly recognisable brand, while still leaving space for creativity.
  • Strong blocks of the corporate colours can be used throughout materials to reinforce the brand through colour.
  • Short vertical lines – similar to those used on the stationery - can be a useful device for placing information and should be used if appropriate.
  • In general, text should be justified to the left because it is easier to read. For corporate typefaces see page 01.03. Avoid using block capital letters because they are difficult to read – there are other ways to emphasise important text.
  • Contact details must appear on every publication. Sometimes it will be appropriate to put the telephone number or website on the front and at other times full contact details will be given on the back (or, if possible, do both).
  • The next few pages show specific guidance for different types of promotional and information materials.
  • For artwork, please go to: www.kent.fire-uk.org
Signage Guidelines
  • All sites and premises should be clearly identifiable as Kent Fire & Rescue Service. This is achieved by the installation of different types of signs. Signs are primarily functional, identifying and providing information. They fall into two main categories: 1. Building identification – this covers all signs that are applied to the exterior of the building which identify the property as Kent Fire & Rescue Service. 2. Information signing – these signs give information and/or directions around the building and property.
  • Before commissioning any new signs it is recommended that a site survey is considered.
  • General principles that should be followed when creating signs are: • Always use the large version logotype, see section 03.02. • Only use corporate typeface(s), see section 01.03. • Match corporate colours, see section 01.02.
  • The following information appears the main driveway sign: The large version logotype • pline, section stra03.see ‘Headquarters’ marking • Website address, • Rescue Kent & Medway Fire & • Authority sign-off.
  • Address signs should be clear and informative. Their aim is to identify the building.
  • The large version logotype must appear on a white background, see section 03.02.
  • Kent Fire & Rescue Service’s website address should appear on all signage.
  • The bottom band should contain the KMFRA sign-off.
  • Use corporate typeface(s), see section 01.03. and match corporate colours, see section 01.02.
Vehicle Livery Guidelines
  • Vehicle livery is important in communicmessages. in the Service and also presents perfect opportunity to community fire safety
  • Because of the wide range it is importthat the livery ant consistently and high to a
  • All vehicles follow the same basic principals:
  • All vehicles red, • are
  • large in colour background, on a section 03.05, Every vehicle the • uses logowith pline type stra
  • should The website address • all vehicles in corporate on section 01.03, see
  • safety If possible and appropriate, • apply community fire a poster/message.
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  • It is therefore impthat ortant and messages are communand authority. care
  • Information should be clear
  • coloursection Appliance vehicles the use logowith line in type strapcolour background, see
  • The website address should all vehicles in corporate on section 01.03, see
  • vehicle Rescue Support vehicles widely are should be branded effectively communicthat the to ate belongs Kent Fire & to
  • coloursection large Support vehicles the use logowith line in type strapcolour background, see
Electronic Media Guidelines
  • Presentations should be visible and should therefore reinforce brand values.
  • The correct corporate typeface must be used throughout. Do not use any other. See section 01.03 for corporate typeface.
  • Do not try to alter any aspect of the template used in the production of presentations. Use only assets and templates which have been supplied and approved.
  • When creating presentations it is important that the basic identity guidelines are adhered to.
  • Powerpoint template slides are available on the KFRS intranet.
  • The following points should be adhered to: 03.08 Maintain minimum space around the logotype. See section 03.08.
  • Use only the colours from the corporate palette. See section 01.02.
  • The headings on all slides should be the ones shown below. Photos should be used sparingly and as shown.
🐛 Report