Longleat Brand Identity Guidelines st7 (1)

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Transcript of Longleat Brand Identity Guidelines st7 (1)

  • 1

    your guide to the Longleat Brand

    Brand Identity

    Guidelines

  • Where we work 2

    Who we are 3

    What is a brand 4

    Our mission 5

    Our personality 6

    Our brand attributes... 7

    Our cultural values... 8

    Engaging with our brand 9

    How we sound 10

    Who we are 11

    Why Longleat? 12

    Our Logo 13

    Master Logo - Takes centre stage 14

    Helpful alternatives 15

    A splash of colour 16

    Finishing touches 17

    Formal Logo 18

    Signage 19

    Signage tone of voice 20

    Longleat look and feel 21

    Food & beverage look and feel 22

    The House look and feel 23

    The Forestry look and feel 24

    The Estate look and feel 24

    Message Hierarchy 25

    CONTENTS

    Everything you need to

    know in black and white

  • 3

    EVERY DAY WE ARE REMINDED WHAT A TRULY UNIQUE AND MAGICAL PLACE LONGLEAT IS AND WE ARE ALL INCREDIBLY PASSIONATE ABOUT WHERE WE WORK.

    This guide is designed to help us live and breathe the Longleat Brand. Together with your support we can ensure that every one of our guests experiences a wondrous day at Longleat.

    WHERE WE WORK...

    We are here to help...

    These guidelines are designed to help answer all your brand related queries but if you do find yourself confused or want to check anything then please contact: Consumer marketing team

    Jennifer Bull: 01985 845435 jennifer.bull@longleat.co.uk

    Jasmin Christie: 01985 845435 jasmin.christie@longleat.co.uk

    Kevin Ashley: 01985 845542 kevin.ashley@longleat.co.uk

    PASSIONATE about where

    we work

  • WHO WE ARE... 4

    IT ALL STARTS HERE...

    For the very first time, animals were able to move freely across hundreds of acres of land and interact naturally with each other.

    Longleat boasts an extensive Safari Park, is home to BBC Animal Park and CBBC Roar and also has over 20 fabulous attractions, including Penguin Island, The Jungle Cruise, Monkey Temple and Longleat House, one of the most stunning stately homes in Britain.Over 50 years on, Longleat remains one of the countrys leading wildlife attractions.

    WE ARE THE UKS NO. 1 SAFARI PARK AND FIRST OPENED OUR GATES TO THE PUBLIC IN 1996. LONGLEAT CAUSED A REVOLUTION IN THE ZOOLOGICAL WORLD BY BEING THE FIRST OF ITS KIND TO OPEN A DRIVE THROUGH SAFARI PARK OUTSIDE AFRICA.

  • 5

    WHY LONGLEAT?

    WHY LONGLEAT...

    BECAUSE YOU CAN ESCAPE TO THE LAND OF ADVENTURE. BECAUSE A BRILLIANT FAMILY ADVENTURE AWAIT YOU AT LONGLEAT!

  • 6

    WHAT IS OUR BRAND...

    IMAGE+TONE OF VOICEBEHAVIOUR =BRAND

    WHAT IS OUR BRAND...

    Understanding the Longleat brand helps us to align our behaviour.

    This consistency helps amplify messages and deliver a strong brand image.

    Our brand helps visitors to identify who we are and helps us differentiate ourselves from competitors.

    Our brand is much more

    than our logo

  • Our mission is what gets us out of bed and drives us every day.

    7

    OUR MISSION...

    OUR MISSION...

    TO PROVIDE UNIQUE, IMMERSIVE AND AUTHENTIC EXPERIENCES WHILST PROTECTING AND PRESERVING OUR NATURAL AND BUILT HERITAGE

    Taking pride in

    our work

  • 8

    OUR BRAND ATTRIBUTES...

    OUR BRAND ATTRIBUTES...

    In all our communications we should try to ensure that everyone feels the way we do when we drive into work every morning - the spectacular views of safari animals grazing in the distance and the magnificence of The House, we want our visitors to:

    We want people to

    feel a sense of wonder

    FEEL A SENSE OF WONDER

    FEEL WE ARE PIONEERING

    FEEL A SENSE OF REALITY

    FEEL IMMERSED

    FEEL A SENSE OF HERITAGE

  • 9

    WHAT IS OUR PERSONALITY...

    OUR PERSONALITY...

    EXCITING

    WARM

    FRIENDLY

    FUN

    INSPIRING

    Longleats personality needs to be conveyed to people so that we can be warm and engaging to our audiences:

  • OUR CULTURAL VALUES... 10

    OUR CULTURAL VALUES...We are all proud to work for Longleat and by behaving in the following ways we can ultimately achieve our mission:

    WE ENGAGE AND INSPIRE

    WE PUT PEOPLE FIRST

    WE CONTINUOUSLY IMPROVE

    WE ACT WITH INTEGRITY

    WE TAKE SAFETY SERIOUSLY

    Taking pride in

    our work

    Handle with care

  • ENGAGING THE AUDIENCE 11

    ENGAGING WITH OUR BRAND...

    FAN

    ACTIVE

    PASSIVE FANPREFER

    EXPERIENCE LONGLEAT

    UNDERSTAND LONGLEAT

    AWARE OF LONGLEAT

    LIVE IT

    JOB RO

    LE

    TO LON

    GLEAT

    COMM

    ITED

    BELIEV

    E IN LO

    NGLEA

    T

    UNDE

    RSTAN

    D LON

    GLEAT

    AWAR

    E OF L

    ONGL

    EAT

    ENGAGING OUR GUESTS ENGAGING OUR STAFF

    I actively endorse Longleat

    I choose Longleat

    I prefer Longleat

    Ive been to Longleat

    I understand Longleat

    Ive heard of Longleat

    I know how to represent the brand

    I know how to make it happen

    I want to help make it happen

    I buy into Longleat

    I understand Longleat

    Ive heard of Longleat

    LONGLEATEngage our

    audience

  • 12

    HOW DO WE SOUND?

    HOW DO WE SOUND?

    Whether you are writing an email or a letter from Longleat or creating an exciting advertisement to promote a new event or attraction just remember that every communication is a chance to build our brand.

    Using a combination of these words you can dial each one up or down depending on the context and audience that you are communicating with.

    We should use language that is:

    ENGAGING AND INSPIRING Exciting and compelling. Thrilling and enthusiastic.

    CONFIDENT AND BOLD Express how we are truly unique and the first to do anything.

    We should be bigger and better than any of our competitors.

    GENUINE AND HONEST Use straight talking language. Use factual information delivered in a friendly but informative way.

    CAPTIVATING AND INTRIGUING Take our guests on an adventure and broaden their imaginations.

    PROFESSIONAL, TRANSPARENT AND HONEST Be conscientious and caring. We should sound proud of where we have come from.

    Using language

    to help build our brand

  • We should be proud and bold when display-ing our master logo and this should always be positioned in the most prominent position within the design. Our logo should always sit on a clean background with solid colour for clear visibility.

    All external and internal Guest Communications such as information leaflets and park map guides should have a consistent look and feel. This is designed in a way so that the customer journey is considered.

    Top tip: Keep it together. Lion head and Longleat lettering should always stay together

    13

    LONGLEAT MASTER LOGOTAKES CENTRE STAGE IN OUR MARKETING

    LONGLEAT MASTER LOGO

    Our logo is the most recognisable part of the Longleat brand, so please handle with care. We love to be flexible and helpful with our visitors but our logo is non-negotiable! Some rules are made to be broken but these arent. If you have good reason to break the rules please drop marketing a note to check first.

    Logo fun factOur logo combines two key elements:The Lion which is where is all started with Longleat and The House which forms the Lions crown and acts as a reminder as to why we are here today!

  • Because we like to make lives easier, the landscape version can be used in situations where there is a design requirement for this.

    Mono Version Grey Scale Version

    Landscape Version

    minimum 25mm wide

    X is measured by the height of Longleat

    Give it some space Logo Exclusion Zone

    Keep it together The logo should always appear as a complete lock-up with the Lion above the name Longleat. The proportions of the elements are fixed. The logo where possible should always be used in full colour

    Make it legible The logo should always be large enough to be clearly visible and a minimum of 25mm wide.

    14

    HELPFUL ALTERNATIVES

    ALTERNATIVE LONGLEAT LOGOS

    Keep things neat

    and tidy

  • SPLASH OF COLOUR

    Using the Longleat colours gives the brand a distinctive and recognisable look and feel.

    CMYK: 0/20/75/0

    RGB: 255/208/92

    PANTONE 135 C

    CMYK: 0/40/100/10

    RGB: 231/156/0

    PANTONE 1385 C

    HEX: #e79c00

    CMYK: 0/76/100/18

    RGB: 205/77/0

    PANTONE 167 C

    HEX: #cd4d00

    CMYK: 0/100/90/40

    RGB: 155/24/22

    PANTONE 1805 C

    HEX: #961816

    CMYK: 0/94/97/65

    RGB: 111/23/7

    PANTONE 492 C

    HEX: #6f1707

    CMYK: 0/94/97/85

    RGB: 65/17/2

    PANTONE 483 C

    HEX: #411102

    CMYK: 0/20/75/0

    RGB: 255/208/92

    PANTONE 135 C

    CMYK: 0/40/100/10

    RGB: 231/156/0

    PANTONE 1385 C

    HEX: #e79c00

    CMYK: 0/76/100/18

    RGB: 205/77/0

    PANTONE 167 C

    HEX: #cd4d00

    CMYK: 0/100/90/40

    RGB: 155/24/22

    PANTONE 1805 C

    HEX: #961816

    CMYK: 0/94/97/65

    RGB: 111/23/7

    PANTONE 492 C

    HEX: #6f1707

    CMYK: 0/94/97/85

    RGB: 65/17/2

    PANTONE 483 C

    HEX: #411102

    15LONGLEAT COLOURS

    Core colours

    CMYK: 0/20/75/0

    RGB: 255/208/92

    PANTONE 135 C

    HEX: #ffd05c

    CMYK: 0/40/100/10

    RGB: 231/156/0

    PANTONE 1385 C

    HEX: #e79c00

    CMYK: 0/76/100/18

    RGB: 205/77/0

    PANTONE 167 C

    HEX: #cd4d00

    CMYK: 0/100/90/40

    RGB: 155/24/22

    PANTONE 1805 C

    HEX: #961816

    CMYK: 0/94/97/65

    RGB: 111/23/7

    PANTO