Longleat Brand Identity Guidelines st7 (1)

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  • 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 [email protected]

    Jasmin Christie: 01985 845435 [email protected]

    Kevin Ashley: 01985 845542 [email protected]

    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.

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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.

  • 27

    your guide to the Longleat Brand

    Brand Identity

    Guidelines