North East Combined Authority

Official Websites

• https://www.northeast-ca.gov.uk
• https://northeastca.gov.uk

Brand Guidelines

2025

Brand Summary

Mission

• To champion the full potential of the North East region by connecting communities, upskilling people, and improving wellbeing, so the North East is recognised as an outstanding place to live, work, visit and invest [^1].

Core Values

• excellence
• innovation
• positive impact
• fairness
• internationalism
• sustainability
• success
• connectedness

Target Audience

• Everyone in the North East, including local communities, businesses, visitors, and investors, with a focus on inclusivity and broad appeal [^2].

Personality Traits

• clear
• informative
• down-to-earth
• inclusive
• ambitious
• positive
• active
• purposeful

Visual Identity Overview

• The brand uses bold geometric arrow icons, a hero color palette of black and red, supplemented by vibrant secondary colors, dynamic typography (Hanken Grotesk), and authentic photography to create a unified, modern, and impactful visual style [^3].

Categories

Brand Voice

• We speak in a clear, informative, and down-to-earth way. We are for everyone in the North East, so our language is always inclusive and easy to understand. Even on complicated subjects, we try to keep it simple.
• We’re also proud of our region, we want to let people know who we are and what we stand for. We’re ambitious and we want others to share our passion for the North East. That means we speak with positivity. We’re here to build a better future, so our language is active and purposeful.
• Short sentences are clear and conversational. Write as you speak. Don’t write ‘do not’.
• Don’t reach for the thesaurus too often - we don’t want to sound formal or talk down to people.
• Being down to earth means being relatable. Jargon is the opposite of relatable, so try to avoid buzzwords and technical language when possible.
• Remember, we’re all about people, so personality and passion will help to connect with our audience.
• We’re going to talk a lot about our plans for the future, so it’s important to use an active voice.
• That means verbs are your friends. Put people and actions at the heart of your words.
• Sometimes, writing ‘we are’ or ‘do not’ will be the right fit. Sometimes, you might need to use a local phrase or a more formal piece of language. That’s okay. And sometimes, it’s okay to start a sentence with and. Context is everything.
• As a general rule, our tone of voice should be consistent. This guide has been written with a broad audience in mind, but also very much with the people of the North East in mind. However, there will be times when you need to be a bit more formal or business-minded. Change up your voice and style depending on your audience - you talk one way to a good friend, and another way to a relative you only see at Christmas.

Brand Imagery

• The bold shape of our logo enables it to be overlaid on photography, but proper placement is crucial. It should only be used in areas with clear or low contrast to ensure optimal clarity.
• Our photography should be composed of images portraying the wider community and diverse locations within the North East. It should emphasise authenticity and present the North East in its most positive light. We strive for realism, but maintain an optimistic outlook, when depicting the vibrant and dynamic aspects of the region.
• When capturing photography for North East CA’s brand communications, the aim is to embody the essence of the North East through authentic and captivating images.
• We should create a visual narrative that resonates with the spirit of the people who live, work, and invest in the region.
• Photography should be set within the diverse landscapes of the North East, including urban areas, countryside, coastlines, and rivers. The images should not only capture the physical beauty of the region but also convey the unique heritage and culture that helps define us.
• When appropriate, we want to evoke a global appeal. We want to emphasise that the North East is not only a regional gem but a destination that inherently holds international value.
• We encourage the use of a diverse cast of individuals, representing the various communities and backgrounds that contribute to the dynamic and inclusive nature of the North East.
• Photographs should tell a story, evoking a sense of pride, connection, and aspiration for the North East. Authenticity of imagery is paramount, as we aim to portray genuine moments that reflect the spirit, diversity, and global significance of the region.

Color Palette

• Our hero colours are black and red. Black C:70 M:67 Y:64 K:74 R:35 G:31 B:32 HEX: #231f20 Red C:0 M:100 Y:69 K:0 R:228 G:0 B:59 HEX: #e4003b
• Purple C:51 M:90 Y:8 K:0 Pantone 88-15 U R:143 G:62 B:141 HEX: #8F3E8D
• Our supplementary colour palette adds personality and visual interest to our communications, reflecting the vibrancy, diversity, and dynamism of our identity. These colours maintain authenticity while allowing for creative expression, creating an ownable visual identity that resonates with our audience.
• Specific colours represent our missions, hence produced content should be aligned to ensure consistency of messaging.
• Blue C:100 M:81 Y:18 K:4 Pantone 105-8 U R:0 G:71 B:138 HEX: #00478A
• Green C:90 M:38 Y:88 K:37 Pantone 138-16 U R:0 G:88 B:55 HEX: #005837
• Teal C:76 M:14 Y:54 K:1 Pantone 134-5 U R:51 G:163 B:140 HEX: #33A38C
• Pink C:0 M:100 Y:41 K:0 Pantone 65-8 U R:237 G:17 B:99 HEX: #ED1163
• Orange C:0 M:79 Y:93 K:0 Pantone 37-8 U R:242 G:92 B:41 HEX: #F25C29
• White C:2 M:1 Y:1 K:0 Pantone 179-1 U R:248 G:248 B:248 HEX: #f8f8f8
• Using tints of the colour palette is acceptable (75%, 50%,25%). This is particularly useful for adding a wider variety of colours for tables and charts. You can also use 10% of the colour (against white) or 90% (against 100% of the same colour). For instance you may choose to use the arrow 90% North East CA Black on a 100% North East CA Black background to achieve a subtle watermark effect.
• Varying the colours we use across communication is highly important. We must ensure we remain politically neutral from a visual perspective.
• When applying colour we can use any combination of the secondary palette and white or colour text on our black background.
• Colours from the secondary palette can be paired with white or black easily, but do not use two secondary colours together.
• Body copy (Black on White, White on Black or Black on 15% of secondary brand colour) should be a minimum of 10pt Hanken Grotesk Regular.
• Text on colour should be white only and a minimum of 14pt Hanken Grotesk Regular.
• Sea should be coloured using the Blue from the secondary colour palette.
• Land can be coloured using either the Teal, Orange or Pink. Please note Purple and Green do not have enough contrast with the blue and should not be used on any land that has a coastal boundary. They can be used on internal areas. Alternatively, if the map is complex in nature, the land can be white with coloured features overlaying.
• Only white text should be used on a coloured background and should have a minimum of size 10.5pt for digital documents, or 14pt for printed documents.
• When a white background is used, black text should be used.

Typography

• Hanken Grotesk is our brand typeface. Using this ensures a unified and distinctive visual language across all our communication channels.
• With its versatile range of weights, from light to bold, Hanken Grotesk provides the flexibility to convey our brand’s message with precision and impact.
• Extra Bold
• abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
• Regular
• Aptos System typeface. Extra Bold In the event of Hanken Grotesk being unavailable we use Aptos which is a Microsoft font. Arial is also acceptable.
• This may be used when creating everyday communications such as PowerPoint presentations and digital documents.
• When Hanken Grotesk is available it should always be used as a priority.
• Body copy (Black on White, White on Black or Black on 15% of secondary brand colour) should be a minimum of 10pt Hanken Grotesk Regular.
• Text on colour should be white only and a minimum of 14pt Hanken Grotesk Regular.
• Pink Green * Minimum font size 14pt Hanken Grotesk Bold/ Extra Bold/Black
• Only white text should be used on a coloured background and should have a minimum of size 10.5pt for digital documents, or 14pt for printed documents.
• When a white background is used, black text should be used.

Logo Usage

• When both businesses have equal weighting in the partnership we show both logos at the same height with a dividing line placed in the centre.
• The distance between the three elements should be even. Using the N from North East at the intended scale will ensure consistency across various materials.
• This format is best used when we are working in a formal partnership with another organisation.
• An alternative lock-up should be used when working with an organisation in a different capacity to a formal partnership.
• Examples could include; • funded by • supported by ■ with
• The lockup has to be top left as a primary and if not possible bottom left.

Tone And Messaging

• We speak in a clear, informative, and down-to-earth way. We are for everyone in the North East, so our language is always inclusive and easy to understand. Even on complicated subjects, we try to keep it simple.
• We’re also proud of our region, we want to let people know who we are and what we stand for. We’re ambitious and we want others to share our passion for the North East. That means we speak with positivity. We’re here to build a better future, so our language is active and purposeful.
• Short sentences are clear and conversational. Write as you speak. Don’t write ‘do not’.
• Don’t reach for the thesaurus too often - we don’t want to sound formal or talk down to people.
• Being down to earth means being relatable. Jargon is the opposite of relatable, so try to avoid buzzwords and technical language when possible.
• Remember, we’re all about people, so personality and passion will help to connect with our audience.
• We’re going to talk a lot about our plans for the future, so it’s important to use an active voice.
• That means verbs are your friends. Put people and actions at the heart of your words.
• Sometimes, writing ‘we are’ or ‘do not’ will be the right fit. Sometimes, you might need to use a local phrase or a more formal piece of language. That’s okay. And sometimes, it’s okay to start a sentence with and. Context is everything.
• As a general rule, our tone of voice should be consistent. This guide has been written with a broad audience in mind, but also very much with the people of the North East in mind. However, there will be times when you need to be a bit more formal or business-minded. Change up your voice and style depending on your audience - you talk one way to a good friend, and another way to a relative you only see at Christmas.

Brand Values

• Our vision statement articulates our common goals and purpose. It describes the future we want to create, capturing the essence of our identity and values. It guides our efforts and encourages everyone involved to come together to achieve our shared objectives.
• As you read through these brand guidelines, remember our vision – it’s the force behind every decision and idea that shapes our identity and direction.
• Our purpose is to champion the full potential of our region. Collaborating with our partners and local authorities, we’ll create a better way of life by connecting communities, giving people the skills to succeed, and improving wellbeing for all, so that the North East is recognised as an outstanding place to live, work, visit and invest.
• This vision statement shows our dedication to being excellent, innovative, and making a positive impact in the region.
• Our purpose is to connect communities, upskill people, and improve wellbeing, so the North East is recognised as an outstanding place to live, work, visit and invest.
• We’ll make the North East a better place to live, work, visit and invest.
• We’ll help people thrive with aspirational jobs, new skills, and better homes, improving quality of life for everyone. We’ll create confidence in the North East by reducing inequalities and improving health.
• Building on our economic strength, and championing our heritage, culture, arts and sports, we’ll drive the region’s ambition to continually attract visitors and investment.
• We’ll take inspiration from our industrial heritage and unique mix of urban areas, countryside, coastline and rivers, to nurture our natural resources - creating green jobs, sustainable industry, and clean energy.
• Together, we’ll speak with one voice, and define our own future, cultivating the talent, skills and innovation that will help grow our existing economy, becoming green industry leaders and a cultural destination - making the North East one of the best places to live, work, and invest.
• We’ll get behind businesses so they can improve productivity and connectivity. With better local transport networks and digital infrastructures, the North East will have a global reach, becoming the go-to place for innovative ideas and real-world results.

Visual Style

• Our master logo is single-colour. This can be used on top of any single-colour application in either black or white. The colour with the highest contrast should be prioritised.
• The bold shape of our logo enables it to be overlaid on photography, but proper placement is crucial. It should only be used in areas with clear or low contrast to ensure optimal clarity.
• It’s important to maintain a minimum clear space around the logo at all times. It ensures clarity and standout, and enables good brand visibility.
• The clear space is taken proportionally from the height of the North East CA arrow, as shown.
• The following minimum size rules should be adhered to when using the logo in print and on screen.
• Minimum print size: 8mm (h)
• Minimum screen size: 25px (h)
• The North-East ‘Arrow’ is a strong and increasingly recognised signifier which can be applied to the extended activities of the CA to subtly mark ownership. Multiple colours can and should be used within the arrow and supporting material
• Hanken Grotesk is our brand typeface. Using this ensures a unified and distinctive visual language across all our communication channels.
• With its versatile range of weights, from light to bold, Hanken Grotesk provides the flexibility to convey our brand’s message with precision and impact.
• In the event of Hanken Grotesk being unavailable we use Aptos which is a Microsoft font. Arial is also acceptable.
• When Hanken Grotesk is available it should always be used as a priority.
• Our hero colours are black and red.
• Black C:70 M:67 Y:64 K:74 R:35 G:31 B:32 HEX: #231f20
• Red C:0 M:100 Y:69 K:0 R:228 G:0 B:59 HEX: #e4003b
• Purple C:51 M:90 Y:8 K:0 Pantone 88-15 U R:143 G:62 B:141 HEX: #8F3E8D
• Blue C:100 M:81 Y:18 K:4 Pantone 105-8 U R:0 G:71 B:138 HEX: #00478A
• Green C:90 M:38 Y:88 K:37 Pantone 138-16 U R:0 G:88 B:55 HEX: #005837
• Teal C:76 M:14 Y:54 K:1 Pantone 134-5 U R:51 G:163 B:140 HEX: #33A38C
• Pink C:0 M:100 Y:41 K:0 Pantone 65-8 U R:237 G:17 B:99 HEX: #ED1163
• Orange C:0 M:79 Y:93 K:0 Pantone 37-8 U R:242 G:92 B:41 HEX: #F25C29
• White C:2 M:1 Y:1 K:0 Pantone 179-1 U R:248 G:248 B:248 HEX: #f8f8f8
• Using tints of the colour palette is acceptable (75%, 50%,25%). This is particularly useful for adding a wider variety of colours for tables and charts. You can also use 10% of the colour (against white) or 90% (against 100% of the same colour). For instance you may choose to use the arrow 90% North East CA Black on a 100% North East CA Black background to achieve a subtle watermark effect.
• Varying the colours we use across communication is highly important. We must ensure we remain politically neutral from a visual perspective.
• When applying colour we can use any combination of the secondary palette and white or colour text on our black background.
• Colours from the secondary palette can be paired with white or black easily, but do not use two secondary colours together.
• Body copy (Black on White, White on Black or Black on 15% of secondary brand colour) should be a minimum of 10pt Hanken Grotesk Regular.
• Text on colour should be white only and a minimum of 14pt Hanken Grotesk Regular.

Iconography

• The arrow icon from the logo can be used in its complete and abstract form to create dynamic page designs (although it must always point in a North East direction). The arrow can be used to contain photography, be filled with colour or be used in a “supersized” form to divide the page and organise content.
• Impactful cover designs can be created using the arrow icon as a bold graphic device. We can add photography or colour from the palette to the icon to maximum effect. The arrow can be used in full or in an abstracted form (always pointing in a North East direction), to allow for flexibility and to suit the desired photography.
• The design of the page can be flexible depending on content -the arrow icon might be used to fill the page as a tinted background, small as a device to draw your eye to content or as a subtle bullet.

Layout And Composition

• Default logo format to be used across physical and digital assets including site boards, reports and documents, websites and presentations.
• Short form logo to be used a) where space is limited or the design context requires simplicity – for example sponsor boards at events, and b) for projects endorsed by the Mayor but not directly funded through the North East CA.
• Alternative format to 1) for use on permanent or long-term physical assets including public transport maps and timetables, development site hoardings and completed capital projects.
• A fully black version and a fully white version of each logo is also available.
• Our master logo is single-colour. This can be used on top of any single-colour application in either black or white. The colour with the highest contrast should be prioritised.
• The bold shape of our logo enables it to be overlaid on photography, but proper placement is crucial. It should only be used in areas with clear or low contrast to ensure optimal clarity.
• It’s important to maintain a minimum clear space around the logo at all times. It ensures clarity and standout, and enables good brand visibility.
• The clear space is taken proportionally from the height of the North East CA arrow, as shown.
• The following minimum size rules should be adhered to when using the logo in print and on screen.
• Minimum print size: 8mm (h)
• Minimum screen size: 25px (h)
• When both businesses have equal weighting in the partnership we show both logos at the same height with a dividing line placed in the centre.
• The distance between the three elements should be even. Using the N from North East at the intended scale will ensure consistency across various materials.
• This format is best used when we are working in a formal partnership with another organisation.
• An alternative lock-up should be used when working with an organisation in a different capacity to a formal partnership.
• The lockup has to be top left as a primary and if not possible bottom left.
• When using the North East CA logo alongside the LA logos, use internal judgement to determine size and positioning.
• When shown together, the North East CA logo should always be the most prominent. This can be done through sizing hierarchy or strategic positioning on materials.
• Equal weighting should be avoided to ensure North East CA does not appear to be an additional council.
• Brochures to be viewed online only should be designed in A4 landscape format.
• The arrow on these examples is used in an abstract way to divide the page and can be used to create a number of design layouts to suit different content and add variety to a document.
• Body copy (Black on White, White on Black or Black on 15% of secondary brand colour) should be a minimum of 10pt Hanken Grotesk Regular.
• Text on colour should be white only and a minimum of 14pt Hanken Grotesk Regular.
• The 7 Local Authority logos should appear in a horizontal format (in alphabetical order) on the back page of all documents.
• The design of the page can be flexible depending on content -the arrow icon might be used to fill the page as a tinted background, small as a device to draw your eye to content or as a subtle bullet.

Brand Architecture

• We have established a set style for the North East CA brand family. These sub-brands integrate the arrow element from the North East CA logo as well as the brand typeface to reinforce our brand recognition.
• By adhering to this standardised design guideline, we continue to communicate a strong and unified brand presence.
• The North East Combined Authority is the coming together of seven local councils. It’s the overarching brand that represents the collaborative effort to make the North East better.
• North East CA doesn’t replace the existing councils, so our brand may be shown alongside these bodies. When using the North East CA logo alongside the LA logos, use internal judgement to determine size and positioning.
• When shown together, the North East CA logo should always be the most prominent. This can be done through sizing hierarchy or strategic positioning on materials.
• Equal weighting should be avoided to ensure North East CA does not appear to be an additional council.

Co Branding

• When both businesses have equal weighting in the partnership we show both logos at the same height with a dividing line placed in the centre.
• The distance between the three elements should be even. Using the N from North East at the intended scale will ensure consistency across various materials.
• This format is best used when we are working in a formal partnership with another organisation.
• An alternative lock-up should be used when working with an organisation in a different capacity to a formal partnership.
• Examples could include; • funded by • supported by ■ with
• The lockup has to be top left as a primary and if not possible bottom left.

Brand Family

• We have established a set style for the North East CA brand family. These sub-brands integrate the arrow element from the North East CA logo as well as the brand typeface to reinforce our brand recognition.
• By adhering to this standardised design guideline, we continue to communicate a strong and unified brand presence.

Brand Hierarchy

• The North East Combined Authority is the coming together of seven local councils. It’s the overarching brand that represents the collaborative effort to make the North East better.
• North East CA doesn’t replace the existing councils, so our brand may be shown alongside these bodies. When using the North East CA logo alongside the LA logos, use internal judgement to determine size and positioning.
• When shown together, the North East CA logo should always be the most prominent. This can be done through sizing hierarchy or strategic positioning on materials.
• Equal weighting should be avoided to ensure North East CA does not appear to be an additional council.

Regional Map

• A vectorised UK map is an additional brand asset. It heroes the seven regions that form North East CA as a single united shape.
• This is to be used on the global stage to contextualise the geography relating to North East CA.
• When creating maps please ensure: ■ Sea should be coloured using the Blue from the secondary colour palette. ■ Land can be coloured using either the Teal, Orange or Pink. Please note Purple and Green do not have enough contrast with the blue and should not be used on any land that has a coastal boundary. They can be used on internal areas. Alternatively, if the map is complex in nature, the land can be white with coloured features overlaying. ■ Only white text should be used on a coloured background and should have a minimum of size 10.5pt for digital documents, or 14pt for printed documents. ■ When a white background is used, black text should be used. ■ Points, highlights, or numbers can be shown in a full circle. ■ A key should be provided with all maps where possible.
• For more complex maps or if you have an questions, please speak to the communications team.

Infographics And Icons

• We encourage the use of infographics where appropriate. They offer a visually engaging way to present data and complex concepts, making information more digestible and memorable for the audience. By combining text, images, and graphical elements, infographics can effectively communicate key points in a concise and compelling manner.
• The style of graphics can differ depending on context but should always adhere to the key brand fonts, colour palette and styling shown.

Page Design

• Brochures to be viewed online only should be designed in A4 landscape format.
• The arrow on these examples is used in an abstract way to divide the page and can be used to create a number of design layouts to suit different content and add variety to a document.
• Body copy (Black on White, White on Black or Black on 15% of secondary brand colour) should be a minimum of 10pt Hanken Grotesk Regular.
• Text on colour should be white only and a minimum of 14pt Hanken Grotesk Regular.

Additional Properties