London Bridge Revealed

📋 1 Guidelines

🔗 Connections

Sector

Tourism Public relations

Region

United kingdom

Guideline Year

2014

Language

English

Tags

Regional

Official Websites

Brand Guidelines

2014

Brand Summary

Mission
  • To position London Bridge as a globally significant, historic, and vibrant place of modern commerce, enterprise, and creativity [^1].
Core Values
  • historic
  • vibrant
  • creative
  • energetic
  • community
  • unexpected
  • welcoming
  • extraordinary
  • stimulating
  • surprising
  • pioneering
Target Audience
  • Business professionals, creative enterprises, tourists, and the local community seeking commerce, culture, and entertainment in London [^2].
Personality Traits
  • unexpected
  • welcoming
  • historic
  • stimulating
  • creative
  • community
  • energetic
  • vibrant
  • pioneering
  • extraordinary
  • surprising
Visual Identity Overview
  • The visual identity features bold typography, areas of flat vibrant color, distinctive imagery based on a square grid for montages, and a logo composed of overlapping green panels. The color palette includes green for generic marketing, orange for leisure/tourism, and blue for business. Typography is based on Museo Sans in various weights, with strict guidelines for headline and body text usage [^3].

Categories

Brand Voice
  • A GLOBALLY SIGNIFICANT, HISTORIC AND VIBRANT PLACE OF MODERN COMMERCE, ENTERPRISE AND CREATIVITY. These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.
  • PLACE CHARACTERISTICS These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.
Brand Imagery
  • The identity is made up of bold typography, areas of flat vibrant colour and distinctive imagery based upon a square grid to create montages.
  • The montages should feature one of the three identity colours (see page 11 for further details).
  • Montages should contain a proportion of textural or abstract images based upon the subject matter.
  • Montages can be created from a mixture of close up and distance shots.
  • In order to align with the ‘revealed’ story, landmarks and well known vistas should be photographed or cropped in an intriguing and unusual way.
  • Montages are based on a square grid. See pink indicator lines for example.
  • Do not use ‘standard photography’ in the identity montages.
  • Do not contain images clearly showing faces of the general public.
  • Do not use image boxes that aren’t square or rectangular in shape.
  • When focussing on specific areas, subject matters or people, images should be combined with a related texture or pattern.
Color Palette
  • The generic colour of the London Bridge Revealed and London Bridge logos is green.
  • The London Bridge Revealed offer is divided into business and leisure. Business facing materials use the blue logos, the orange versions are used for all leisure and tourist­based communication.
  • These logos should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).
  • The London Bridge Revealed identity is made up of three areas - generic, leisure and business.
  • The green palette is used for all generic and overarching marketing.
  • The orange is used for all leisure and tourism-related materials and the blue pallet is used for all business-related materials.
  • Avoid using large areas of colour for backgrounds.
  • General information Green 1 RGB 14/129/64 Hex 0E8140 CMYK 87/24/100/13 PMS 340U / 340C Leisure related RGB 245/130/32 Hex Orange f58220 1 CMYK 0/60/100/0 PMS 158U / 158C Business related Blue 1 RGB 60/193/204 Hex 3cc1cc CMYK 65/0/22/0 PMS 319U / 319C Grey 1 RGB 65/65/65 Hex 414141 CMYK 0/0/0/90 PMS Black 6c/ Black 6u
  • Green 2 RGB 185/213/49 Hex b9d531 CMYK 32/0/100/0 PMS 396U / 396 C RGB 255/205/7 Hex Orange ffcd07 2 CMYK 0/19/100/0 PMS 190U / 109C Blue 2 RGB 47/197/244 Hex 2fc5f4 CMYK 64/0/0/0 PMS 3115U / 3115C Grey 2 RGB 110/110/110 Hex 6e6e6e CMYK 0/0/0/70 PMS 7546U / 7546C
  • Grey 3 RGB 179/179/179 Hex b3b3b3 CMYK 0/0/0/30 PMS 7544U / 7544C
  • Green 3 RGB 128/193/65 Hex 80c141 CMYK 55/1/100/0 PMS 389U / 389C Orange 3 RGB 242/97/34 Hex f26122 CMYK 0/77/100/0 PMS 1665U / 1665C Blue 3 RGB 5/142/208 Hex 058ed0 CMYK 85/30/0/0 PMS Pantone Blue Grey 4 RGB 230/230/230 Hex e6e6e6 CMYK 0/0/0/10 PMS 7541U / 7541C
  • Headlines can be set in the colour shown on page 11.
  • Body copy can be set in grey or white out when used on a solid area of colour.
  • The montages should feature one of the three identity colours (see page 11 for further details).
Typography
  • Typographic design should be applied using the following guidelines:
  • Weight Museo Sans 900 should be used for all headlines and titles.
  • Museo Sans 500, 300 and 100 should be used for body copy, captions and credits.
  • All titles and headlines are always in block capitals.
  • Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadows must never be used.
  • When using Museo Sans 900 for titles and headings, use all caps styling where possible.
  • The smallest size permitted is 6 point for Museo Sans 100-500 and 10pt for Museo Sans 900. This should only be for certain print uses such as credits. There is no upper size limit.
  • Please ensure titles and headlines are always set in a larger point size that the supporting body copy.
  • Text should always be ranged left.
  • Individual letter spacing in titles and headlines should be manually tightened within reason.
  • Headlines can be set in the colour shown on page 11.
  • Body copy can be set in grey or white out when used on a solid area of colour.
Logo Usage
  • The London Bridge Revealed logo is made up of two overlapping panels with the option to add the word ‘Revealed’ underneath when appropriate.
  • This logo is to be used on all promotional and marketing materials for the official London Bridge area.
  • This logo should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).
  • The abridged logo is used as the on business facing or non­marketing material.
  • The generic colour of the London Bridge Revealed and London Bridge logos is green.
  • The London Bridge Revealed offer is divided into business and leisure. Business facing materials use the blue logos, the orange versions are used for all leisure and tourist­based communication.
  • These logos should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).
  • The London Bridge Revealed and London Bridge logos should always be surrounded by a minimum area of clear space.
  • Please see the diagramme opposite which explains the formula for creating the clear space. This area should be free of all text and other elements to ensure that the logos remain clearly visible.
  • If the logos are placed over an image, ensure that the image is not too busy (see page 10 for further details).
  • The London Bridge Revealed and London Bridge logos should always appear visibly equal in size when displayed alongside the logos of other organisations.
  • Please ensure all logo application is approved by Team London Bridge before publication -(see page 20 for further details).
  • Scale and proportion of the logo should be determined by the size and function of the materials being produced.
  • Size recommendations for some standard sized publications are shown opposite.
  • The recommended positioning is always the top left or right corners.
  • A6 -30mm width Usage -Flyer
  • A5 -50mm width Usage -A5 brochure
  • A4 -65mm width Usage -Poster
  • When applying the London Bridge Revealed and London Bridge logos the rules opposite should be adhered to.
  • Logos should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for further details).
  • The logotype should never be manipulated, stretched, distorted or cropped.
  • The wording should never be changed.
  • The logo should never be rotated or skewed.
  • The logo must retain its clear space at all sizes.
  • Choose neutral colours or areas of plain detail when placing the logo on a background.
  • The logo must not overlay a complex or busy photograph.
  • The logo should be placed top-left or right corners in all instances.
  • The logo must not be positioned centrally.
Tone And Messaging
  • A GLOBALLY SIGNIFICANT, HISTORIC AND VIBRANT PLACE OF MODERN COMMERCE, ENTERPRISE AND CREATIVITY. These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.
  • BRAND ESSENCE A globally significant, historic and vibrant place of modern commerce, enterprise and creativity.
  • BRAND KEYSTONES An energetic place for pioneering creative commerce and enterprise London’s best connected place for commerce and enterprise
  • SUPPORTING BUILDING BLOCKS A place with a unique business, cultural and historic heritage A very liveable place at the heart of London A lively place to entertain and be entertained
  • These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.
  • UNEXPECTED WELCOMING HISTORIC STIMULATING EXTRAORDINARY CREATIVE COMMUNITY ENERGETIC VIBRANT PIONEERING SURPRISING LIVELY
Brand Values
  • A GLOBALLY SIGNIFICANT, HISTORIC AND VIBRANT PLACE OF MODERN COMMERCE, ENTERPRISE AND CREATIVITY. These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.
  • BRAND ESSENCE A globally significant, historic and vibrant place of modern commerce, enterprise and creativity.
  • BRAND KEYSTONES An energetic place for pioneering creative commerce and enterprise London’s best connected place for commerce and enterprise
  • SUPPORTING BUILDING BLOCKS A place with a unique business, cultural and historic heritage A very liveable place at the heart of London A lively place to entertain and be entertained
  • PLACE CHARACTERISTICS These words summarise the character of London Bridge. When writing about the area it is important that these sentiments and descriptors are included to provide an accurate sense of place.
  • UNEXPECTED WELCOMING HISTORIC STIMULATING EXTRAORDINARY CREATIVE COMMUNITY ENERGETIC VIBRANT PIONEERING SURPRISING LIVELY
Visual Style
  • The London Bridge Revealed logo is made up of two overlapping panels with the option to add the word ‘Revealed’ underneath when appropriate.
  • This logo is to be used on all promotional and marketing materials for the official London Bridge area.
  • This logo should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for contact details).
  • The abridged logo is used as the on business facing or non­marketing material.
  • The generic colour of the London Bridge Revealed and London Bridge logos is green.
  • The London Bridge Revealed offer is divided into business and leisure. Business facing materials use the blue logos, the orange versions are used for all leisure and tourist­based communication.
  • The London Bridge Revealed and London Bridge logos should always be surrounded by a minimum area of clear space.
  • This area should be free of all text and other elements to ensure that the logos remain clearly visible.
  • If the logos are placed over an image, ensure that the image is not too busy (see page 10 for further details).
  • The London Bridge Revealed and London Bridge logos should always appear visibly equal in size when displayed alongside the logos of other organisations.
  • Please ensure all logo application is approved by Team London Bridge before publication -(see page 20 for further details).
  • Scale and proportion of the logo should be determined by the size and function of the materials being produced.
  • Size recommendations for some standard sized publications are shown opposite.
  • The recommended positioning is always the top left or right corners.
  • A6 -30mm width Usage -Flyer
  • A5 -50mm width Usage -A5 brochure
  • A4 -65mm width Usage -Poster
  • The lead logo should use full colour and the secondary in single colour if possible
  • Retain all positioning and clearance guidelines from page 9
  • If the Team London Bridge and London Bridge Revealed logos are used together and London Bridge Revealed is the lead, then the Team London Bridge logo must appear on the bottom or on another page of the document to support it.
  • The two logos should be equal in size
  • The logos should only appear once on a single sheet. This helps to maintain the integrity of the identity and ensures its strength is not diluted by duplication.
  • Partnership logos (2 or more) should always be displayed along the bottom of a page if they have equal billing.
  • When applying the London Bridge Revealed and London Bridge logos the rules opposite should be adhered to.
  • Logos should only be reproduced from master artworks supplied by Team London Bridge (see page 20 for further details).
  • The logotype should never be manipulated, stretched, distorted or cropped.
  • The wording should never be changed.
  • The logo should never be rotated or skewed.
  • The logo must retain its clear space at all sizes.
  • Choose neutral colours or areas of plain detail when placing the logo on a background.
  • The logo must not overlay a complex or busy photograph.
  • The logo should be placed top-left or right corners in all instances.
  • The logo must not be positioned centrally.
  • The London Bridge Revealed identity is made up of three areas - generic, leisure and business.
  • The green palette is used for all generic and overarching marketing.
  • The orange is used for all leisure and tourism-related materials and the blue pallet is used for all business-related materials.
  • Avoid using large areas of colour for backgrounds.
  • Green 1 RGB 14/129/64 Hex 0E8140 CMYK 87/24/100/13 PMS 340U / 340C
  • Leisure related RGB 245/130/32 Hex Orange f58220 1 CMYK 0/60/100/0 PMS 158U / 158C
  • Business related Blue 1 RGB 60/193/204 Hex 3cc1cc CMYK 65/0/22/0 PMS 319U / 319C
  • Grey 1 RGB 65/65/65 Hex 414141 CMYK 0/0/0/90 PMS Black 6c/ Black 6u
  • Green 2 RGB 185/213/49 Hex b9d531 CMYK 32/0/100/0 PMS 396U / 396 C
  • RGB 255/205/7 Hex Orange ffcd07 2 CMYK 0/19/100/0 PMS 190U / 109C
  • Blue 2 RGB 47/197/244 Hex 2fc5f4 CMYK 64/0/0/0 PMS 3115U / 3115C
  • Grey 2 RGB 110/110/110 Hex 6e6e6e CMYK 0/0/0/70 PMS 7546U / 7546C
  • Grey 3 RGB 179/179/179 Hex b3b3b3 CMYK 0/0/0/30 PMS 7544U / 7544C
  • Green 3 RGB 128/193/65 Hex 80c141 CMYK 55/1/100/0 PMS 389U / 389C
  • Orange 3 RGB 242/97/34 Hex f26122 CMYK 0/77/100/0 PMS 1665U / 1665C
  • Blue 3 RGB 5/142/208 Hex 058ed0 CMYK 85/30/0/0 PMS Pantone Blue
  • Grey 4 RGB 230/230/230 Hex e6e6e6 CMYK 0/0/0/10 PMS 7541U / 7541C
  • The London Bridge Revealed identity uses Museo Sans in four weights - 900, 500, 300 and 100.
  • Museo 900 is used for titles and headings only - and always in caps.
  • Museo 500, 300 and 100 are used for body text, captions, credits and all other text.
  • Museo Sans can be purchased and/or downloaded as a web ready font here: typekit.com/fonts/museo-sans
  • When sharing a live document (such as Word) with someone without Museo Sans installed, use Arial bold. This is a close comparison and is a universal font that all computers have.
  • When using Museo Sans 900 for titles and headings, use all caps styling where possible.
  • Hierarchy When using Museo Sans 900 and a lighter cut together. Ensure 900 is larger than the body copy or text that follows in order to create a clear hierarchy between the two.
  • Alternate typeface When sharing a live document (such as Word) with someone without Museo Sans installed, use Arial bold. This is a close comparison and is a universal font that all computers have.
  • Typographic design should be applied using the following guidelines:
  • Weight Museo Sans 900 should be used for all headlines and titles.
  • Museo Sans 500, 300 and 100 should be used for body copy, captions and credits.
  • All titles and headlines are always in block capitals.
  • Manipulating the typeface is prohibited. Stretching, condensing, outlining and drop shadows must never be used.
  • The smallest size permitted is 6 point for Museo Sans 100-500 and 10pt for Museo Sans 900. This should only be for certain print uses such as credits. There is no upper size limit.
  • Please ensure titles and headlines are always set in a larger point size that the supporting body copy.
  • Text should always be ranged left.
  • Individual letter spacing in titles and headlines should be manually tightened within reason.
  • Headlines can be set in the colour shown on page 11.
  • Body copy can be set in grey or white out when used on a solid area of colour.
  • If a title sits near the identity it should be written out using the standard title formatting (see pages 12 and 13 for further details).
  • If the title doesn’t sit alongside the identity, it can replicate the logo by using a border line.
  • A border line can be created in any of the Adobe creative suite software packages by following the instructions listed opposite to create the keylines.
  • Using Museo Sans 900 only, type your title using all capitals. Keep the message short and no more than three lines deep.
  • Using space symbols, nudge the lines left/ right, until a zig-zag type stack appears. Avoid one side looking heavier than the other.
  • Using solid rectangles, draw a box over each line. Using pathfinder tool, merge the boxes. Switch the fill to a stroke.
  • Once you have the stroke surrounding the typography, ensure the stroke does not overpower the type. Set the stroke to the settings below.
  • Make sure the stroke has a mitre join and a butt cap.
  • Align stroke to inside.
  • The identity is made up of bold typography, areas of flat vibrant colour and distinctive imagery based upon a square grid to create montages.
  • The montages should feature one of the three identity colours (see page 11 for further details).
  • Montages should contain a proportion of textural or abstract images based upon the subject matter.
  • Montages can be created from a mixture of close up and distance shots.
  • In order to align with the ‘revealed’ story, landmarks and well known vistas should be photographed or cropped in an intriguing and unusual way.
  • Montages are based on a square grid. See pink indicator lines for example.
  • Do not use ‘standard photography’ in the identity montages.
  • Do not contain images clearly showing faces of the general public.
  • Do not use image boxes that aren’t square or rectangular in shape.
  • When focussing on specific areas, subject matters or people, images should be combined with a related texture or pattern.
Layout And Composition
  • The London Bridge Revealed and London Bridge logos should always be surrounded by a minimum area of clear space.
  • Please see the diagramme opposite which explains the formula for creating the clear space. This area should be free of all text and other elements to ensure that the logos remain clearly visible.
  • If the logos are placed over an image, ensure that the image is not too busy (see page 10 for further details).
  • The London Bridge Revealed and London Bridge logos should always appear visibly equal in size when displayed alongside the logos of other organisations.
  • Scale and proportion of the logo should be determined by the size and function of the materials being produced.
  • Size recommendations for some standard sized publications are shown opposite.
  • The recommended positioning is always the top left or right corners.
  • A6 -30mm width Usage -Flyer
  • A5 -50mm width Usage -A5 brochure
  • A4 -65mm width Usage -Poster
  • Print (minimum size) Digital (minimum size) Positioning YOUR MAP AND GUIDE World-famous surprises and hidden legends 25mm (width) 180px (width)
  • The lead logo should use full colour and the secondary in single colour if possible
  • Retain all positioning and clearance guidelines from page 9
  • If the Team London Bridge and London Bridge Revealed logos are used together and London Bridge Revealed is the lead, then the Team London Bridge logo must appear on the bottom or on another page of the document to support it.
  • The two logos should be equal in size
  • The logos should only appear once on a single sheet. This helps to maintain the integrity of the identity and ensures its strength is not diluted by duplication.
  • Partnership logos (2 or more) should always be displayed along the bottom of a page if they have equal billing.
  • The logotype should never be manipulated, stretched, distorted or cropped.
  • The wording should never be changed.
  • The logo should never be rotated or skewed.
  • The logo must retain its clear space at all sizes.
  • Choose neutral colours or areas of plain detail when placing the logo on a background.
  • The logo must not overlay a complex or busy photograph.
  • The logo should be placed top-left or right corners in all instances.
  • The logo must not be positioned centrally.
Brand Architecture
  • A globally significant, historic and vibrant place of modern commerce, enterprise and creativity.
  • BRAND ESSENCE A globally significant, historic and vibrant place of modern commerce, enterprise and creativity.
  • BRAND KEYSTONES An energetic place for pioneering creative commerce and enterprise London’s best connected place for commerce and enterprise
  • SUPPORTING BUILDING BLOCKS A place with a unique business, cultural and historic heritage A very liveable place at the heart of London A lively place to entertain and be entertained
Brand Partnerships
  • When creating a document which contains both the Team London Bridge and the London Bridge Revealed identities; follow these guides.
  • Version A: London Bridge Revealed is the lead identity The following suggestions can improve hierarchy of the logos; • The lead logo should use full colour and the secondary in single colour if possible • Retain all positioning and clearance guidelines from page 9 • If the Team London Bridge and London Bridge Revealed logos are used together and London Bridge Revealed is the lead, then the Team London Bridge logo must appear on the bottom or on another page of the document to support it.
  • Version B: London Bridge Revealed and Team London Bridge identities are equal importance The following suggestions can improve balance between the two logos; • The two logos should be equal in size The logos should only appear once on a single sheet. This helps to maintain the integrity of the identity and ensures its strength is not diluted by duplication. Partnership logos (2 or more) should always be displayed along the bottom of a page if they have equal billing.
🐛 Report