Transcription
BRAND GUIDELINESVersion 01
CONTENTSIntroduction04Scheme recipients05Who can use the Made in Devon logo06Where can the Made in Devon logo be used07Golden rules08Logos and usage09Logo categories10Logo clearance zone11Logo colours12Logo colour variants13-15Accompanying colour palette16Logo display placement17Fonts (typography)18Logo misuse19Contact information20BRAND GUIDELINESVersion 012Made in Devon Brand GuidelinesMade in Devon Brand Guidelines3
INTRODUCTIONSCHEME RECIPIENTSThe ‘Made in Devon’ marque is part of the ‘Buy With Confidence TradingStandards Approved’ scheme. As such, the use of its brand identity is closelylinked and often combines that of the ‘Buy With Confidence Trading StandardsApproved’ Brand Guidelines.The Made in Devon team recognises that scheme recipients will have their ownbranding rules/guidelines, and that their policies may state that their standardstake precedence over the Made in Devon scheme.One of the key principles for strong brand awareness is that rules are followedabout how a brand is presented and how it is seen. This is not purely aboutensuring everyone uses the same logo(s), but also about the colours we use inmarketing materials, the size and positioning of the logo, the fonts we use anda consistency in how these are presented.Increasing brand awareness is key to the future of the scheme, and so havinga consistent, professional image is vital. Whenever someone comes acrossMade in Devon they should be presented with something which helps bolstertheir brand recognition.However, to help ensure that your promotion/marketing of the schemeis bolstered by a consistent brand being disseminated from other nearbybusinesses and by other authorities, we recommend following these guidelinesas closely as possible.Previously there have been situations where neighbouring businesses andauthorities presented the Made in Devon identity in very different ways. This ranthe danger of an average consumer seeing these differing uses, which they couldeasily have assumed were rival schemes. Understandably this is a situation wewould prefer to avoid.The following guidelines must be followed by anyone creating any collateralthat incorporates the Made in Devon identity.4Made in Devon Brand GuidelinesMade in Devon Brand Guidelines5
WHO CAN USE THE MADE IN DEVON LOGO?WHERE CAN THE MADE IN DEVON LOGO BE USED?Only fully vetted and approved Made in Devon scheme members can use theMade in Devon logo.Once vetted and approved, scheme members will be able to use the Madein Devon logo on their business website, social channels, their businesspaperwork, stationery, vehicles and in their business premises.Existing Buy with Confidence members will need to have additional vettingin order to qualify to use the Made in Devon logo. There is no additional chargefor this add-on to membership for current scheme members.New members of the scheme will have to meet the criteria for membershipof Buy with Confidence in addition to meeting the criteria for Made in Devonmembership. We are currently offering this package free of charge to the firstfifty successful applicant businesses in Devon. Devon does not include Torbayor Plymouth; new scheme members from these areas will be charged full BuyWith Confidence membership fees.6Made in Devon Brand GuidelinesThe use of the Made in Devon logo on individual products can also be used butwill have to adhere to these guidelines.The Made in Devon logo must be displayed alongside the existingBuy With Confidence Trading Standards Approved logo to help promoteawareness of the national scheme that aims to support local businesses.Where space does not enable the two logos to be displayed together,for example on a small sized product or a label, members will be ableto use the Made in Devon logo alone.Made in Devon Brand Guidelines7
GOLDEN RULES TO PROTECT THE MADE IN DEVON BRANDLOGO VERSIONSFollow these key points to protect the integrity of the Made in Devon brand inyour marketing collateral.Version 1 – Main LogoNever invent your own logoCreating new logotypes or logo-like identities is not allowed. Use only approvedbrand assets in accordance with these guidelines.This version is to be used at all times, except for where space is at a premiumand will not allow for the Buy With Confidence Trading Standard Approved logoto sit alongside.Write Made in Devon properlyIt’s Made in Devon and NOT made in Devon, or Made In Devon. It must alwayshave an initial capital letter to the first and third word only, except when writtenwithin an email address or website address. The Made in Devon logo must notbe used in body text.Report suspected infringementsAlert the Made in Devon team if you notice any violation of these guidelines.Please seek advice from the Made in Devon team regarding any trademarkrelated issues.Logo HierarchyThis version is to be used where space is at a premium and will not allowfor the Buy With Confidence Trading Standard Approved logo to sit alongside.For Made in Devon’s own collateral only, this version (orits reversed/mono forms) can be used more prominentlyand the Buy With Confidence Trading Standard Approvedlogo still present where possible, but can be smaller andfurther down the item’s visual area.8Made in Devon Brand GuidelinesMade in Devon Brand Guidelines9
LOGO CATEGORIESLOGO CLEARANCE ZONEThe following categories are available for Made in Devon members and will beallocated in agreement between the members and Trading Standards officials.Wherever the logo is used, it should stand clear of other design elements.At a minimum, a distance of 20% of the height of the logo should be left clearon the top bottom and left. Due to the way the grey tick sticks out to the right,less clearance is permissible on this side to ensure it doesn’t look lopsided.New categories can be added at the discretion of the Buy with ConfidenceTrading Standards, Devon, Somerset and Torbay team.Trading Standards ApprovedTrading Standards Approved GrowerTrading Standards Approved HospitalityTrading Standards Approved ServiceTrading Standards Approved Supplier20%20%20%20%20%20%20%20%10Made in Devon Brand GuidelinesMade in Devon Brand Guidelines11
LOGO COLOURSLOGO COLOUR VARIANTSMADE IN DEVON LogoThere are only two main colours for the Made in Devon Logo. These are DevonGreen and Black and their colour values are shown below.Devon Green - Colour ValuesCMYKPANTONE 356 C91, 0, 100, 260, 122, 51#007A33356 CCMYK:RGB:HEX/HTML: Pantone:Wherever possible, the colour variant above should be used. However, theremay be occasions where a single colour version can only be used. Versions ofeach of these logos can be seen below.Black - Colour ValuesCMYKPANTONE 356 CCMYK:RGB:HEX/HTML: Pantone:12Made in Devon Brand Guidelines0, 0, 0, 1000, 0, 0#000000Black CMade in Devon Brand Guidelines13
LOGO COLOUR VARIANTSBUY WITH CONFIDENCE TRADING STANDARDS APPROVED LogoTS Frame/Text RedThese are variations of the Buy With Confidence Red, Black and Grey.TS Frame/Text Red - Colour ValuesBWC Background Red - Colour ValuesCMYKCMYK:RGB:HEX/HTML:0, 100, 100, 14203, 12, 15#cb0c0fTS BWC BlackCMYKCMYK:RGB:HEX/HTML:0, 100, 91, 0BWC Background Red228, 5, 32e40520TS BWC GreyTS BWC Black - Colour ValuesTS BWC Grey - Colour ValuesCMYKCMYK:RGB:HEX/HTML:14Made in Devon Brand Guidelines0, 0, 0, 1000, 0, 0#000000CMYKCMYK:RGB:HEX/HTML:BWC Web Text Red0, 0, 0, 5429, 29, 27#1d1d1bMade in Devon Brand Guidelines15
ACCOMPANYING COLOUR PALETTELOGO USAGEIf you are creating collateral for Made in Devon, here are some accompanyingcolours for you to use.The logo should be placed against a white background wherever possible andshouldn’t placed inside a white box unless it is contained in the white deviceas shown below (example 1). For all other executions of the logo usage werecommend using a white strip as shown below (example 2).DARK GREENCMYK:RGB:HEX/HTML:82, 36, 80, 6028, 70, 44#1b452bDARK BLUECMYK:RGB:HEX/HTML:BRIGHT GREENCMYK:RGB:HEX/HTML:57, 0, 100, 0134, 189, 61#85bd3c16Made in Devon Brand Guidelines0, 0, 0, 5429, 29, 27#1d1d1bExample 284, 56, 42, 7321, 41, ML:Example 10, 30, 75, 10214, 178, 85#d5b254SKYCMYK:RGB:HEX/HTML:70, 15, 0, 0117, 167, 220#74a7dbMade in Devon Brand Guidelines17
FONT USAGELOGO MISUSE EXAMPLESThe font used for the Made in Devon logo is Montserrat which is available fromGoogle Fonts.Below are various examples of what you must NOT do to the logo:The official supporting fonts to use on any collateral promoting the Made inDevon scheme is as follows:BEBAS NEUE - BOLDUse Bebas Neue (Bold) for all main headings - please use this font in upper-case.Source Sans Pro - RegularSource Sans Pro - ItalicSource Sans Pro - Semi BoldSource Sans Pro - Semi Bold ItalicSource Sans Pro - BoldSource Sans Pro - Bold ItalicSource Sans Pro - BlackSource Sans Pro - Black ItalicUse Source Sans Pro (various weights) for all body text and sub-headings please use this font in sentence case.Do not resize elementsDo not change the coloursDo not change the font or wordingDo not stretch or compress the logoDo not show without TradingStandards Approved wordingunder motifDo not transpose eachlogo elementBoth Bebas Neue and Source Sans Pro fonts are available for free from GoogleFonts: https://fonts.google.com/18Made in Devon Brand GuidelinesMade in Devon Brand Guidelines19
madeindevon.org.ukMade in Devon, Devon County Council, County Hall, Topsham Road, Exeter, Devon EX2 4QDTel: 01392 123456 Email: enquiries@madeindevon.org.ukRegistered in England No. 12345678 Registered Office: As above20
Who can use the Made in Devon logo 06 Where can the Made in Devon logo be used 07 Golden rules 08 Logos and usage 09 Logo categories 10 Logo clearance zone 11 Logo colours 12 Logo colour variants 13-15 Accompanying colour palette 16 Logo display placement 17 Fonts (typography) 18 Logo misuse 19 .
