Local Government Pension Scheme

📋 1 Guidelines

🔗 Connections

Sector

Finance

Region

United kingdom

Guideline Year

2021

Language

English

Tags

Social

Official Websites

Brand Guidelines

2021

Brand Summary

Mission
  • To symbolize modernity, authority, and openness as a strong and credible public sector pension scheme, providing a distinctive and professional national brand identity for LGPS employers, members, and stakeholders in the pension industry.
Core Values
  • modernity
  • authority
  • openness
  • credibility
  • professionalism
Target Audience
  • LGPS employers, members, and other stakeholders in the pension industry, including the public sector.
Personality Traits
  • simple
  • bold
  • confident
Visual Identity Overview
  • The visual identity is simple, bold, and confident, with a distinctive wordmark and descriptor available in English and Welsh. The brand mark is used in various formats and colors, with strict guidelines for usage, minimum sizes, and clearance areas. The color palette features LGPS Orange as the primary color, complemented by green, blue, and dark grey secondary colors, ensuring legibility and accessibility. The overall style emphasizes clarity, professionalism, and consistency across all communications.

Categories

Color Palette
  • The colour palette is a key element of the brand and must be used according to these specifications.
  • The colour palette has been adjusted to ensure legibility, stand out and compliance with accessibility standards. To avoid any screen or web issues, only use the values shown here.
  • For screen use the RGB or web values. For print use the Pantone® or CMYK values.
  • The primary colour is LGPS Orange. It should be used carefully but confidently to make our brand stand out.
  • The secondary colours complement the primary colour and add richness and vibrancy to communications. You can use them in any context, but more sparingly and should never overpower the primary colour LGPS Orange.
  • LGPS Orange RGB = 208 / 63 / 24 Hex = D13F16 CMYK = 10 / 85 / 100 / 0 Pantone = PMS 173
  • LGPS Green RGB = 79 / 125 / 64 Hex = #4F7040 CMYK = 70 / 30 / 90 / 15 Pantone = PMS 7742
  • LGPS Blue RGB = 32 / 35 / 74 Hex = #20234A CMYK = 100 / 92 / 40 / 40 Pantone = PMS 295
  • LGPS Dark Grey RGB = 112 / 112 / 112 Hex = 707070 CMYK = 0 / 0 / 0 / 70 Pantone = PMS 424
Typography
  • These components form a unit with specific relationships and proportions, which are never to be altered or recreated in any way.
  • Note, the descriptor should never be used without the word mark.
  • Don’t change the relationship between the two parts
  • Don’t distort the brand mark
  • Don’t position another element too close to brand mark -apply the exclusion area
  • Don’t change the colour of the brand mark
  • Don’t outline the brand mark
  • Don’t rotate the brand mark
  • Don’t change the typeface of the descriptor
  • Don’t use the brand mark on a colour so that it’s not legible
  • Don’t place the brand mark on an image
Logo Usage
  • The new brand mark consists of two parts -the wordmark and the descriptor.
  • All versions of the brand marks are available in both English and Welsh.
  • Full colour version with descriptor When using the brand mark with the descriptor, the wordmark and descriptor lockup are always positioned side by side with the wordmark on the left, and the lockup on the right. These components form a unit with specific relationships and proportions, which are never to be altered or recreated in any way.
  • If the brand mark is being used in a context when it is clear what LGPS stands for or when there is the opportunity to position what it does – for example, on the LGPS website – the wordmark can be used on its own.
  • When there needs to be clarification, please use the version with the descriptor.
  • Note, the descriptor should never be used without the word mark.
  • There are alternative versions of the brand mark when the full colour version can’t be used e.g. on dark backgrounds or when full colour printing is not possible. These are: • Mono positive • Mono negative
  • To avoid legibility issues, the brand mark width should be at least 55mm for print use and 270 pixels for digital use.
  • Don’t change the relationship between the two parts
  • Don’t distort the brand mark
  • Don’t position another element too close to brand mark -apply the exclusion area
  • Don’t change the colour of the brand mark
  • Don’t outline the brand mark
  • Don’t rotate the brand mark
  • Don’t change the typeface of the descriptor
  • Don’t use the brand mark on a colour so that it’s not legible
  • Don’t place the brand mark on an image
  • To ensure the brand mark always appears clearly and prominently on all communications, there needs to be a clearance area that surrounds it. No text or visual element should encroach upon this area. It is calculated by measuring the height of the ‘P’ in the word mark. This then becomes a minimum measurement surrounding the brand mark and descriptor.
  • Note that this is a minimum area, the clearance area should be increased wherever possible.
  • There are different formats of the brand mark depending on the medium in which they are to be used.
  • EPS: This is a vector format and can be increased or decreased in size without any loss of quality. This is the best format for print applications.
  • JPG: This is a raster format, and will degrade in quality if increased in size. It can be used for print or digital applications.
  • PNG: This is also a raster format and can be used when the brand mark needs a transparent background. It should only be used in digital applications.
  • SVG: This is also a vector format that can be rescaled without any loss of quality. This is the best format for digital applications.
  • The naming of the files represents the type, colour, language and format.
  • The naming system is: LGPS_Language_Brandmark_Type_Colour_.Format
  • For example: LGPS_ENG_Brandmark_+desc_black.jpg
Visual Style
  • Simple, bold and confident, it is our most important visual asset.
  • It is imperative that the brand identity is applied correctly and consistently by all local pension funds. These guidelines outline when to use the different versions of the brand mark and in which format.
  • The new brand mark consists of two parts -the wordmark and the descriptor.
  • All versions of the brand marks are available in both English and Welsh.
  • When using the brand mark with the descriptor, the wordmark and descriptor lockup are always positioned side by side with the wordmark on the left, and the lockup on the right. These components form a unit with specific relationships and proportions, which are never to be altered or recreated in any way.
  • If the brand mark is being used in a context when it is clear what LGPS stands for or when there is the opportunity to position what it does – for example, on the LGPS website – the wordmark can be used on its own.
  • When there needs to be clarification, please use the version with the descriptor.
  • Note, the descriptor should never be used without the word mark.
  • There are alternative versions of the brand mark when the full colour version can’t be used e.g. on dark backgrounds or when full colour printing is not possible. These are: • Mono positive • Mono negative
  • To avoid legibility issues, the brand mark width should be at least 55mm for print use and 270 pixels for digital use.
  • Don’t change the relationship between the two parts
  • Don’t distort the brand mark
  • Don’t position another element too close to brand mark -apply the exclusion area
  • Don’t change the colour of the brand mark
  • Don’t outline the brand mark
  • Don’t rotate the brand mark
  • Don’t change the typeface of the descriptor
  • Don’t use the brand mark on a colour so that it’s not legible
  • Don’t place the brand mark on an image
  • The colour palette is a key element of the brand and must be used according to these specifications.
  • The colour palette has been adjusted to ensure legibility, stand out and compliance with accessibility standards. To avoid any screen or web issues, only use the values shown here.
  • For screen use the RGB or web values. For print use the Pantone® or CMYK values.
  • The primary colour is LGPS Orange. It should be used carefully but confidently to make our brand stand out.
  • The secondary colours complement the primary colour and add richness and vibrancy to communications. You can use them in any context, but more sparingly and should never overpower the primary colour LGPS Orange.
  • LGPS Orange RGB = 208 / 63 / 24 Hex = D13F16 CMYK = 10 / 85 / 100 / 0 Pantone = PMS 173
  • LGPS Green RGB = 79 / 125 / 64 Hex = #4F7040 CMYK = 70 / 30 / 90 / 15 Pantone = PMS 7742
  • LGPS Blue RGB = 32 / 35 / 74 Hex = #20234A CMYK = 100 / 92 / 40 / 40 Pantone = PMS 295
  • LGPS Dark Grey RGB = 112 / 112 / 112 Hex = 707070 CMYK = 0 / 0 / 0 / 70 Pantone = PMS 424
  • To ensure the brand mark always appears clearly and prominently on all communications, there needs to be a clearance area that surrounds it. No text or visual element should encroach upon this area. It is calculated by measuring the height of the ‘P’ in the word mark. This then becomes a minimum measurement surrounding the brand mark and descriptor.
  • Note that this is a minimum area, the clearance area should be increased wherever possible.
  • There are different formats of the brand mark depending on the medium in which they are to be used.
  • EPS: This is a vector format and can be increased or decreased in size without any loss of quality. This is the best format for print applications.
  • JPG: This is a raster format, and will degrade in quality if increased in size. It can be used for print or digital applications.
  • PNG: This is also a raster format and can be used when the brand mark needs a transparent background. It should only be used in digital applications.
  • SVG: This is also a vector format that can be rescaled without any loss of quality. This is the best format for digital applications.
  • The naming of the files represents the type, colour, language and format.
  • The naming system is: LGPS_Language_Brandmark_Type_Colour_.Format
Layout And Composition
  • When using the brand mark with the descriptor, the wordmark and descriptor lockup are always positioned side by side with the wordmark on the left, and the lockup on the right. These components form a unit with specific relationships and proportions, which are never to be altered or recreated in any way.
  • If the brand mark is being used in a context when it is clear what LGPS stands for or when there is the opportunity to position what it does – for example, on the LGPS website – the wordmark can be used on its own.
  • When there needs to be clarification, please use the version with the descriptor.
  • Note, the descriptor should never be used without the word mark.
  • To avoid legibility issues, the brand mark width should be at least 55mm for print use and 270 pixels for digital use.
  • Don’t change the relationship between the two parts
  • Don’t distort the brand mark
  • Don’t position another element too close to brand mark -apply the exclusion area
  • Don’t change the colour of the brand mark
  • Don’t outline the brand mark
  • Don’t rotate the brand mark
  • Don’t change the typeface of the descriptor
  • Don’t use the brand mark on a colour so that it’s not legible
  • Don’t place the brand mark on an image
  • To ensure the brand mark always appears clearly and prominently on all communications, there needs to be a clearance area that surrounds it. No text or visual element should encroach upon this area. It is calculated by measuring the height of the ‘P’ in the word mark. This then becomes a minimum measurement surrounding the brand mark and descriptor.
  • Note that this is a minimum area, the clearance area should be increased wherever possible.
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