2014 Brand Guidelines
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- Beverley Summers
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2 01 Contents 02 Introduction Homecoming Scotland Master Logos 06 Promotional Logos 07 Logo Exclusion Area and Minimum Size 08 Logo Distortion Illustration Colour Specification (Print and Online) Namestyles 13 Events and activity directly funded by Homecoming Scotland 14 Partner Events 15 Preferred application and positioning of Homecoming Scotland branding on printed material Use of Logo (Print and Online) 18 Signatures 19 Homecoming Scotland Umbrella Activity Typeface
3 02 Introduction Homecoming Scotland is an initiative being delivered by VisitScotland and EventScotland. sees a year in which Scotland will welcome the world. At the heart of the year will be a year-long event programme, celebrating the very best of Scottish food and drink, Scotland s active and natural resources as well as our creativity, culture and heritage. These brand guidelines have been developed to ensure that we have a consistent look and feel for the Homecoming Scotland brand and we protect the Homecoming Scotland trademark which has been registered under the Trademarks Act of 1994 of Great Britain and Northern Ireland. Guidelines are available for the following audiences: Events and activity directly funded by Homecoming Scotland Partner events and organisations Local Authorities Scottish Government Scottish Tourism related businesses EventScotland VisitScotland Travel Trade Media The mark can be used to brand Homecoming Scotland events, tours and communications. As the year of Homecoming approaches it is important to maintain consistency of communication, increase and maximise the reach of the message and the number and range of audiences we can communicate with. We ve developed digital artwork and these guidelines to assist you in incorporating the appropriate brand/mark on your communications without having to make any significant changes to your existing brand or incur any extra cost. The elements that form the logo should only be used as indicated and should not be changed, altered or distorted in any way. The logo is important to us, please do not attempt to re-draw, typeset or distort the Homecoming Scotland logo. For further clarification, advice and approval of the use of the Homecoming Scotland brand on your communications please contact Gillian Swan, Marketing Manager, Homecoming Scotland: gillian.swan@eventscotland.org or Please note that approval for use of the logo must be requested at least 2 weeks prior to your print deadline.
4 03 Homecoming Scotland Master Logo The Master logo should be used across all types of communication, where appropriate, including, interior and exterior signage, print collateral, online and print advertising. The logo has been designed to have balance and legibility; it is therefore imperative to follow the guidelines in this document as closely as possible. There are 2 formats of the Homecoming Scotland logo. Our preference would be for the use of the logo in the blue box, to maintain consistency, but we understand that this may not always fit with individual company brand guidelines or material. Our preferred logo can be downloaded from the Homecoming toolkit visitscotland.org/homecomingscotland-toolkit.aspx Should you require any other versions of the logo please contact: info@homecomingscotland.com The Homecoming Scotland logo is made up of 4 components: The Homecoming typeface, the saltire smile, the tab box which acts as the container for the Homecoming Scotland logo and the URL. The sizes of these components are fixed and must not be altered or tampered with.
5 04 Master Logo without URL If there is an occasion where you feel it is inappropriate to include the Homecoming Scotland URL, you may use the following logo. Should you require this version of the logo please contact:
6 05 Master Logos (Mono) HS_URL_Black.eps HS_noURL_Black.eps A mono version of the logo can be used when printing in black and white. Our preferred logo logo can be downloaded from the Homecoming toolkit visitscotland.org/homecomingscotland-toolkit.aspx
7 06 Promotional Logos HS09_noURL_noBox_CMYK.eps HS09_noURL_noBox_Rev.eps When using the logo on promotional products i.e. pens, uniforms, notepads etc. please use the logo without the box. Please use the appropriate version according to the background colour on your promotional material. If you are unsure which version of the logo should be used please contact: For advice and permission to use the Homecoming logo on merchandise please
8 07 Logo Exclusion Area and Minimum Size Logo Exclusion Area X Minimum Size 30 mm When positioning the logo in relation to other objects, please do not allow any other element to enter the logo exclusion area. The exclusion area is based on the height X of the URL box. The logo should not be smaller than 30mm. X X X
9 08 Logo Distortion Illustration The logo must not be stretched or altered in any way. Do not stretch the logo vertically Do not stretch the logo horizontally Do not rotate the logo Do not create alternate colour versions
10 09 Colour Specification When reproducing the logos for print, you can use the specified Pantone colours or CMYK equivalent colour. Pantone 288 Pantone Matching System (PMS) 100% Cyan 80% Magenta 6% Yellow 30% Black Process Colour (CMYK) Pantone 288 (20% tint) Pantone Matching System (PMS) 20% Cyan 16% Magenta 1% Yellow 6% Black Process Colour (CMYK)
11 10 Online Colour Specification Red 0 Green 44 Blue 119 When reproducing the logo digitally/electronically, you should always use the specified colour breakdown. Do not substitute the specified colours. For all on-screen usage, use the supplied RGB (Red, Green, Blue) version of the logo. Faithful and consistent representation of the specified colour breakdown cannot be ensured from one monitor to another. HTML 002C77 Red 204 Green 213 Blue 228 HTML CCD5E4
12 11 Homecoming Scotland Namestyle Homecoming Scotland HomecomingScotland Homecomingscotland homecoming Scotland Homecoming Scotland Homecomingscotland homecoming Scotland HOMECOMING SCOTLAND HOMECOMINGSCOTLAND It is important that within written copy, the namestyle Homecoming Scotland always appears in the correct format. Please note that the date should always appear in full. A capital H and S must be used, with all the other characters in lower case and a space between the two component words.
13 12 Homecoming Scotland Namestyle is an initiative being delivered by VisitScotland and EventScotland. sees a year in which Scotland will welcome the world. At the heart of the year will be a year-long event programme, celebrating the very best of Scottish food and drink, Scotland s active and natural resources as well as our creativity, culture and heritage. Ideally where possible and where appropriate we would prefer that the handwritten style of the Homecoming Scotland brand name is used in the copy of Homecoming Scotland related communications (leaflets, brochures, events guides etc). A JPEG of this file can be downloaded from: visitscotland.org/homecomingscotland-toolkit.aspx
14 13 Events and activity directly funded by Homecoming Scotland The official Homecoming Scotland logo may still be used where it forms part of the design of a leaflet. Events and Organisations directly funded by Homecoming Scotland should use the following logo when positioned alongside other funders. This logo can be downloaded from: visitscotland.org/homecomingscotland-toolkit.aspx
15 14 Partner Events The official Homecoming Scotland logo may still be used where it forms part of the design of a leaflet. If you are holding an event that is not receiving direct funding support from Homecoming Scotland or you are an organisation working in partnership with Homecoming Scotland you make like to use the following logo. Alternatively you can use the Homecoming Scotland Master logo. This logo can be downloaded from: visitscotland.org/homecomingscotland-toolkit.aspx Please refer to page 17 for an example of how this works in practice.
16 15 Preferred application and positioning of Homecoming Scotland branding on printed material Events Guide Where possible, if your event has been funded by Homecoming Scotland, the Homecoming Scotland logo should appear on both the front and back covers of printed materials, including leaflets, brochures and events guides. Where the logo forms part of the design rather than part of a logo set of funding partners, please use the Homecoming Scotland master logo. Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland. Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland.
17 16 Use of Logos on Print The Homecoming Scotland logo should appear where possible on all advertising. The minimum logo size is 30mm. Please refer to page 07. In July 2009 The Open Championship returns to Scotland, The Home of Golf and to the mighty Turnberry, universally renowned as one of golf s greatest challenges. So what better way to celebrate Scotland s year of Homecoming than to experience the drama and excitement that only The Open in The Home of Golf can deliver. With over 550 courses to choose from across Scotland you re never far from a course that s perfect for you. From hidden gems to legendary links you ll always find somewhere you want to play at a time that suits. So why not visit Scotland in 2009 and join the celebrations in The Home of Golf. We ll see you on the tee! For further information visit homecomingscotland2009.com
18 17 Use of Logo online To ensure maximum reach of the Homecoming Scotland message, we ask you to add the Homecoming Scotland logo to the home page of your website and if the website has a links page please link through to: homecomingscotland.com We would be delighted if you could also use the following supporting text in online communications: We are proud to be part of the celebrations for Homecoming Scotland. Spread the word and join our celebrations!
19 18 signatures To assist in promoting Homecoming Scotland, we would be grateful if you could please add the following text to your signature: Scotland welcomes the world in the Year of Homecoming Scotland! The year-long programme of events will celebrate the very best of Scotland s food and drink, active and natural resources as well as our creativity, culture and ancestral heritage. Scotland will also play host to the Commonwealth Games and Ryder Cup in this exciting year. Keep in touch with plans as they develop. homecomingscotland.com
20 19 Homecoming Scotland umbrella activity: Partner logos Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland. When using the partner logos associated with Homecoming Scotland the layout and order of the logos should be as follows: Scottish Government EventScotland VisitScotland The following text should always accompany the partner logos: Homecoming Scotland is a Scottish Government initiative managed by EventScotland in partnership with VisitScotland.
21 20 Typeface Primary Font Avenir Roman Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The principal typeface is Avenir Roman. This font should be used in the creation of all literature. Light, Medium and Bold weights can be used for some additional highlighting and emphasis. For online usage, all in-line text must be specified as Arial.
22 21 Typeface Secondary Font Helvetica Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The secondary typeface is Helvetica. This font is to be used where possible when communicating Homecoming Scotland in Microsoft applications.
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