Labour party UKGeneral Election
📋 1 Guidelines
Official Websites
Brand Guidelines
2024
Brand Summary
Mission
- To achieve impactful and strong brand recognition for the Labour Party during the General Election, emphasizing clarity, consistency, and striking visuals.
Core Values
Target Audience
- Voters and the general public across the United Kingdom, including specific regional audiences in Scotland and Wales.
Personality Traits
Visual Identity Overview
- The brand uses a bold, geometric visual style with a primary color palette of Labour Red, Flag Blue, White, and Accessible Black. The logo features a stylized rose and is always left-aligned with breathing space. Typography is based on the Poppins geometric sans-serif typeface, emphasizing clarity and hierarchy. Visual elements include stylized representations of national flags and abstract geometric designs, ensuring consistency and high impact across all materials.
Categories
Brand Imagery
- The image depicts a stylized representation of the Union Jack, the national flag of the United Kingdom, with a vertical orientation. The design features a blue field in the background, occupying the upper left triangle and the lower right triangle. Overlaid on the blue background are red and white elements forming a symmetrical pattern: a central red cross outlined in white, extending diagonally and vertically across the flag, with additional diagonal red stripes bordered by white running from corner to corner. The white border surrounds the red cross and stripes, creating a layered effect. The overall composition is bold with sharp, clean lines, and a vibrant color palette of deep blue, bright red, and stark white. The image is highly stylized, emphasizing geometric precision and symmetry, and is aligned to fit vertically, with the design elements extending to the edges of the image.
- The picture should feature a stylized version of the Union Jack flag of the United Kingdom, consisting of a combination of geometric shapes with bold colors and a high contrast design. The background should be predominantly blue, forming a large triangular section at the top left. Overlapping this background should be a white diagonal cross (saltire) that spans from corner to corner, creating sharp edges and clear divisions. A prominent red diagonal cross (another saltire) overlays the white, aligned to mirror the white shape but with a slightly narrower width, creating a layered effect. Additional red and white elements should form geometric patterns or parts of the diagonal stripes, which may extend or taper towards the edges, emphasizing the flag’s iconic pattern. The overall shape should be rectangular, simulating a flag, with colors well-saturated: deep blue, bright red, and pure white. The design should be simple yet bold, capturing the essence of the Union Jack with clean lines, sharp angles, and high visual impact.
- The image features a design composed of geometric shapes and bold colors. The background primarily consists of a large white area occupying the central and lower parts. On the left side, there is a red shape with a curved, irregular edge at the top, extending downward and slightly inward. In the upper right corner, a red triangle points towards the center of the image, with its base aligned along the top edge. Dominating the lower right portion is a large, dark blue triangular shape with a straight edge along the bottom, extending upward and inward, creating a sense of depth and contrast against the white background. The overall composition emphasizes sharp angles and a dynamic arrangement of red, white, and blue elements, suggesting a stylized or abstract design with a patriotic or corporate theme.
- Make sure the smallest blue triangle in the flag is visible at all times
- The image should feature a large, bold red rectangle occupying the main central portion of the scene, serving as the background and primary focal area. On the upper right corner, there should be stylized elements of the Union Jack, the UK flag, with visible parts including a triangular blue section with a white border, diagonal red and white stripes, and a partial depiction of the red cross. The Union Jack elements should appear to overlay or emerge from behind the red rectangle, adding a layered effect to the composition. The overall color scheme prominently involves red, blue, and white, emphasizing the patriotic theme associated with the UK. The design should be clean and simple, with no additional objects, text, or intricate detailing beyond the described flag segments and the large red background.
- The image should feature a prominent red background occupying the majority of the space, with an abstract design element located in the upper right corner. This design consists of a segment of the Union Jack flag, which includes features such as a blue triangular area, white diagonal stripes crossing each other, and red diagonal stripes overlaying the white. The flag segment appears stylized, with the white borders around the blue and red areas creating a bold contrast against the red background. The overall composition emphasizes the red and blue color scheme associated with the Union Jack, with the flag element providing a dynamic, angular contrast to the solid red backdrop. No other objects, text, or detailed scenery are present in the image.
Color Palette
- This is the primary brand colour and should be the predominate colour when producing Labour content or positive messaging.
- • Always use Labour Red as the main brand colour
- • Make sure secondary colour matches relevant Missions area
- • Don’t combine too many colours at once
- Labour Red Flag Blue White Accessible black HEX #e4003b HEX #055da9 HEX #000000 HEX #212427 R228 GO 859 R5 G93 B169 R255 G255 B255 R33 G36 B39 CO MlOO Y69 KO C93 M62 YO KO CO MO YO KO web only
- Growth Pink Green Energy Green NHS Blue Policing Yellow Opportunity Purple HEX #e5007d HEX #3aa935 HEX #ld70b7 HEX #f39206 HEX #662381 R230 GO 8126 R58 Gl70 853 R29 Gll3 B184 R243 G146 B7 Rl02 G36 B129 CO MlOO YO KO C75 MO YlOO KO C85 M50 YO KO CO M50 Y97 KO C75 MlOO Y2 KO
Typography
- Poppins is the typeface for the Labour Party. First introduced at Conference 2023, it is a versatile typeface for print and web. It can be downloaded here: https://fonts.google.com/specimen/ Poppins
- • Use on all Party materials
- • Use Bold or Black for display, headings, subheadings & emphasis for clear typographic hierarchy
- • Use Regular or Light for body copy text for clear typographic hierarchy
- • Minimum size of 9pt for body copy
- • Minimum size of 7pt for imprint copy
- Weight for Display, Heading, Sub-headings
- Poppins Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
- Poppins, which is a member of the geometric sans family, has been tested to express honesty and clarity and performs particularly well for longer messaging.
- Weight for Body copy
- Poppins Regular
- Poppins Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
- Poppins Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@£$%^&*
Logo Usage
- Logo must be present on all party items
- Logo must be left aligned
- Leave breathing space around the logo
- Do not separate the rose from the logo
- The minimum size for print is 38mm
- The minimum size for digital is 200px
- There must always be a call to action to vote on Party election items, either in text or Logo
- Where there is call to action to vote in text, use the vote Labour logo
- Where there is a call to action to vote in text, use the standard Labour logo
Tone And Messaging
- CLEAN STRIKING CONSISTENT
- For impactful & strong brand recognition
- Poppins, which is a member of the geometric sans family, has been tested to express honesty and clarity and performs particularly well for longer messaging.
Brand Values
- CLEAN STRIKING CONSISTENT For impactful & strong brand recognition
Visual Style
- Logo must be present on all party items
- Logo must be left aligned
- Leave breathing space around the logo
- Do not separate the rose from the logo
- The minimum size for print is 38mm
- The minimum size for digital is 200px