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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

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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.

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WHY LONGLEAT?

WHY LONGLEAT...

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

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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.

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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

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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

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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

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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

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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.

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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

PANTONE 492 C

HEX: #6f1707

CMYK: 0/94/97/85

RGB: 65/17/2

PANTONE 483 C

HEX: #411102

FINISHING TOUCHES

The swoosh helps to give us more identity and allows us to add in our URL address, on promotional message this can really help grab peoples attention even in a busy Main Square.

longleat.co.uk

NOW OPEN selected dates

see website

longleat.co.uk

L007-1584 Offsite 3600x2340 @25% AW.pdf 1 29/01/2015 10:59

OPENING DATES 2015 DAILY: 13 23 February. 20 March 1 November(FRI MON ONLY: 7 February 16 March)CLOSED: 24 March. 6, 13 & 20 OctoberOPEN FROM 10amCLOSING TIMES VARY.PLEASE SEE WEBSITE FOR DETAILS

Last entry to Longleat House is half an hour before closing.Last entry to Safari Park is an hour before closing,earlier at some times subject to daylight.

Longleat reserves the right to close to the public, withdraw an attraction,alter times, prices and events without notice.

L007-1588 Opening TImes 1020x1010 @SS AW.pdf 1 30/01/2015 16:34

16LONGLEAT SWOOSH

Dont monkey about with funny faces

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TYPOGRAPHY GETTING INTO CHARACTER

TYPOGRAPHY

Primary TypefacePrimary typeface to be used across all primary messages.

Museo Slab 500

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Aa Bb CcFont Family

Museo Slab 500

Main Heading TypefaceTypeface to be used on main headings and headlines.

This typeface is to be used as a display font for headings and should be used in capitals only.

AVENIR NEXT CONDENSED BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZ

ABCDEFG

Avenir Next Condensed

Body copy typefaceSecondary typeface to be used on body copy.

Museo Sans

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Aa Bb Cc

Museo Sans 500

Font Family Font Family

...because sometimes we

need to be formal and lean on our heritage

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FORMAL LOGO

FORMAL LOGO

Gold Version

This logo is to be used in formal communications only and used in a serious context.

Examples of where this can be used include: Business to Business Corporate Communications - Estate contracts and lease agreements Guest services - Serious complaints handling Security - For very important communications House - To be in keeping with the heritage of the house

* Marketing may allow the use of the logo in a formal situation but please always check first to give authority and importance.

POLITE, FRIENDLY AND WARM BUT STRAIGHT TALKING AND INFORMATIVE.

DO NOT BE JOKEY, HUMOROUS OR COLD AND DO NOT USE COMPLICATED OR INTERNAL TERMINOLOGY.

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GUEST INFORMATION SIGNAGE

GUEST INFORMATION SIGNAGE

Our signage should always be consistently on brand to ensure our guests can easily locate the information they are looking for. We should always think about the customer journey and how the sign is going to make them feel.

OUR SIGNS SHOULD CLEARLY ASK OUR GUESTS HOW WE WANT THEM TO BEHAVE, BY BEING CONCISE AND POLITE. WE ALSO MUST BE MINDFUL THAT LONGLEAT IS A PLACE OF FREEDOM AND HAVING FUN.

LONGLEATHOUSE

Entrancethis way

Wheelchair Access

Longleat design platform - Used for information and directional signage

Green branded background with white text, arrows or symbols.

Can be used with or without the orange swoosh depends on the size of the sign and volume of information

Top tipThe Longleat Logo acts as an official stamp of authority and where possible should appear clearly to reinforce the message.

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SIGNAGE LOOK AND FEEL

SIGNAGE LOOK AND FEEL

DELI ROLLS Pulled Meats 4.95

Vegetarian Option 4.95

COLD DRINKSFruit Shoots 1.75

Bottled Drinks 2.20

Water 2.20

HOT DRINKSFilter Coffee 2.25

Tea 1.75

DELI KITCHEN

Savoury Foods Green branded background with white, orange or pale gold text.

A combination can be used to help with stand out and emphasis.

Sweet Foods Including Ice Cream and Milkshakes.

Light blue fresh background with white, orange or pale gold text. A combination can be used to help with stand out and emphasis.

Can be used with or without the orange swoosh depends on the size of the sign and volume of information

Do not use the Longleat wording or logo

No animal imagery to be used next to food items.

Savoury Foods

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FOOD & BEVERAGE LOOK AND FEEL

F&B SIGNAGE DESIGN PLATFORM

Black background and white, orange and pale gold text. A combination can be used to help with stand out and emphasis.

Can be used with or without the orange swoosh. This depends on the size of the sign and volume of information

Signage will use the Longleat full colour stacked logo and a black background for a smart and professional look and feel.

Instructional and directional signage will use a black background a gold orange text using the Longleat font Museo Sans

* When writing about the house, we should always refer to The House

* Remember the metallic gold logo maybe used for formal situations for a more professional look check with marketing

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LONGLEAT HOUSE SIGNAGE

LONGLEAT HOUSE SIGNAGE

LONGLEAT THE FORESTRY SIGNAGE 23

THE FORESTRY SIGNAGE Slate grey background and white, orange and pale gold text.

A combination can be used to help with stand out and emphasis.

Can be used with or without the orange swoosh depends on the size of the sign and volume of information

Information and directional signage will use the Longleat full colour stacked logo and a slate grey background for a smart and professional look and feel.

* The forestry should always be referred to in marketing materials as The Forestry

LONGLEAT ESTATE SIGNAGE The estate signage includes finger post signs and other way signage

and should be the pale gold on the black background.

* Example of signage Main Entrance Exit and Estate Office

COMING MAY 2015

longleat.co.uk

A PREHISTORIC ADVENTURE

MESSAGE HIERARCHY

Especially when promoting events we should always use the following hierarchy of messages:

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MESSAGE HIERARCHY

* Some flexibility is given to support the designers in terms of what looks more visually pleasing

* Using our brand identity will be determined based on where the communication is going, all external communications must include our logo

1. Name of the event / event logo

2. Brief intro of the event or a key message

3. Dates of the event

4. Call to action

Internal:

External:

GLOSSARY OF TERMS

These lists show you how to refer to and type out the features at Longleat. Our core products and attractions should be referred to and please note the use of capitalisation of these words:

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GLOSSARY OF TERMS

SAFARI African Village The Watering Hole Flamingo Valley Vulture Venue Monkey Drive-Thru Annes Haven Big Game Park Deer Park Tiger Territory Lion Country Cheetah Kingdom Wolf Wood

ANIMAL DISCOVERY Ray Bay Penguin Island Animal Adventure Monkey Temple Jungle Express Jungle Kingdom Jungle Cruise Bat Cave King Arthurs Mirror Maze Family Bygones Exhibition ADVENTURE ZONE Adventure Castle Deadly Challenge Postman Pat Village Longleat Hedge Maze Rockin Rhino

GENERAL Longleat Longleat House and Grounds Pleasure Walk Capabillity Brown landscaped gardens Safari Drive-Through Drive-Through Safari Park African Village

GLOSSARY OF TERMS 26

GLOSSARY OF TERMS

SHOPS Natures Kingdom Hungry Hippo Jungle Express Shop Lord Baths Olde Sweet Shop Lady Baths Shop Out of the Wild

FOOD AND DRINK Pizza Piazza Tropical Storm Caf Costa Coffee The Fast Food Kitchen The Deli Kitchen The Ice Cream Hut The Ice Cream Parlour The Orangery Caf The Cellar Caf EVENTS The Festival of Light Zaji

CONSERVATION STATUS IUCN Least Concern IUCN Near Threatened IUCN Vulnerable IUCN Endangered IUCN Critically Endangered IUCN Extinct in the Wild IUCN Not Evaluated COUNTRIES AND REGIONS Countries and regions should always be capitalised: found in South America. however you would not capitalise the description of an area of a region such as: western or eastern areas

of South America.

NUMBERS Tend to be written as numerical but this is dependent on the context of the information. 1000 different sounds 50ft 15 yrs

ANIMAL NAMES Latin names should always be written with first word capitalised and the second word lower case: Psittacus erithacus Panthera tigris

Animal names should be written in lower case: monkey camel oryx tiger

Animal names containing a proper noun should have capitals: Rothschilds Giraffe Grants Zebra Emporor Scorpion African Grey Parrot

Abbreviations for animals are OK as long as they are well-known and clear such as Hippos, Rhinos.

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your guide to the Longleat Brand

Brand Identity

Guidelines