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