Partner toolkit including Herdy logo guidelines

PARTNER
GUIDELINES
The Lake District World Heritage Bid
Introduction
Campaign objective:
To develop an inspirational communications and engagement
programme to galvanise all our communities to understand
and support our bid for World Heritage.
How can you get involved?
We want as many partners and organisations
as possible to use the assets we have created
and be part of the bid campaign. These
guidelines will show you how you can use the
elements across your own marketing channels
and make the most of showing your support
for the Lake District World Heritage Bid.
The design assets, supporting photos and
campaign material will be available at
www.lakesworldheritage.co.uk/toolkit
If you have any further ideas about how your
organisation can get more involved in the bid
get in touch, we’d love to hear from you.
Contacts:
Sarah Calderbank
PR and Social Content Editor
E: [email protected]
Lydia Crossley
Marketing Campaign Coordinator
E: [email protected]
The Lake District World Heritage Bid
Together we want to:
+
Celebrate the importance of the
Lake District and why it deserves
World Heritage inscription.
+
Develop a strong sense of civic pride
+
Keep all audiences informed at key
stages of the process
+
Extend influence and reach to key
stakeholders
+
Dispel any misconceptions
The Lake District World Heritage Bid
Key Themes:
IDENTITY
Dramatic panoramas, valleys,
mountains and lakes and more
than 1,000 years of farming/
industry – have all worked
together – to shape a unique
place captivating people
for generations.
INSPIR ATION
CONSERVATION
This landscape sparked the
Romantics era and through
the generations, still continues
to culturally inspire millions to
seek out the serene wonders of
the Lakeland.
The relationship between people
and the landscape has inspired
the birth of the conservation
movement. And remains at the
forefront of environmental
issues globally.
The Lake District World Heritage Bid
CAMPAIGN
TOOLKIT
The Lake District World Heritage Bid
CAMPAIGN
LOGO
Herdy is the Lead Commercial Partner for the Lake District World Heritage
Bid campaign. A special purpose logo ‘United by Herdy’ has been created
to give the campaign a friendly face and encourage visitors, residents and
everyone who loves the Lake District to unite in their pride and back the bid.
The logo is available for all partners to use in marketing communications
for the term of the bid. It is managed by LDNP and is available at
lakesworldheritage.co.uk/toolkit together with the following usage guidelines.
“At Saatchi & Saatchi we believe the most popular brands evolve into lovemarks. They evolve from being just a brand to becoming a movement – a
movement the world would love to join. Herdy is a lovemark born in the
English Lakes and designed to make people smile everywhere. Herdy’s here
to help the Lakes, its people, its businesses achieve World Heritage status…
and is available for you to use. I hope you can back the bid and unite with
herdy to help the Lakes win World Heritage status.”
Kevin Roberts, Executive Chairman, Saatchi & Saatchi
The Lake District World Heritage Bid
The Special Purpose Mark
The three discs represent the three themes of the
bid campaign; Identity, Inspiration & Conservation.
The logo is provided as an EPS for high-res print
and digital, or a JPG for low-res digital.
Please don’t add a keyline, rotate, use a different
font or use on a overly busy background.
Just allow it to breathe.
The minimum size for the preferred mark is
a minimum overall height of 30mm.
You can download the logos (jpg and eps)
online at lakesworldheritage.co.uk/toolkit
From top: preferred mark,
landscape mark and small format mark
(for digital or small merchandise)
30mm
The Lake District World Heritage Bid logotype
clarifies the campaign title and the ‘united by
herdy’ logotype represents the spirit of the
campaign. All elements must be used in the
proportional relationships shown. Marks must
always be legible in the chosen application.
The Lake District World Heritage Bid
The Special Purpose Mark: colour
Four special purpose mark colour pallets have
been created, based on the brand landscape
swatch, from left – Moss, Amber, Wood, Slate.
The Lake District World Heritage Bid
The Special Purpose Mark: print collateral
Please ensure you
don’t go smaller than
30mm width.
“It’s a place
to get away
from the pace
of the city.”
Geoff Cowton
Curator for Wordsworth Trust
LOCAL MASTERS
In 2016 the Lake District
will be bidding for World
Heritage Site status.
Tell us your story at
evolvingmasterpiece.org
The Lake District World Heritage Bid
The Special Purpose Mark:
social media
Please ensure you use the small
format mark and ensure that all
elements are legible.
The Lake District World Heritage Bid
Campaign: colour palette
Our colour palette is derived from local naturally
occurring flora and minerals to ensure that our
communications represent the Lake District area.
The colours are paired into shades of light
and dark, as demonstrated to the right.
The colour values given on the opposite
page ensure that the colours are reproduced
consistently across print and digital.
R111 G146 B30
C 6 2 M 24 Y 1 0 0 K 8
PA N TO N E 3 7 5 U
R 7 3 G 94 B 0
C 70 M 41 Y 1 0 0 K 3 6
PA N TO N E 3 78 U
R183 G182 B40
C 3 5 M 1 7 Y 94 K 3
PA N TO N E 3 96 U
R106 G127 B22
C 61 M 3 1 Y 1 0 0 K 1 7
PA N TO N E 5 8 3 U
R 1 96 G 9 8 B 2 5
C19 M68 Y99 K7
PA N TO N E 1 4 4 U
R136 G47 B0
C29 M86 Y100 K36
PA N TO N E 1 74 U
R138 G137 B151
C14 M31 Y98 K3
PA N TO N E 1 0 9 U
R54 G63 B68
C35 M50 Y100 K35
PA N TO N E 1 1 8 U
R 1 6 2 G 1 2 7 B 69
C 2 9 M 4 2 Y 76 K 2 2
PA N TO N E 4 6 5 U
R109 G79 B22
C 4 0 M 5 5 Y 96 K 4 8
PA N TO N E 4 6 2 U
R104 G99 B73
C53 M44 Y66 K37
PA N TO N E 7 769 U
R71 G66 B42
C60 M53 Y77 K58
PA N TO N E 2 3 2 2 U
R138 G137 B151
C 49 M 41 Y 2 9 K 1 1
PA N TO N E 5 2 9 5 U
R54 G63 B68
C 74 M 5 8 Y 5 1 K 5 4
PA N TO N E 5 4 7 U
The Lake District World Heritage Bid
Display typography
D RYS TO N E _ FO N T
We have three bespoke display fonts,
each developed to express the character
of the Lake District.
Due to the level of detail in the fonts, display
typography should be used sparingly and at
a large size. In general, only one or two
words should be written in the display fonts
for maximum impact.
E X PR E S S I V E _ FO N T
Display fonts are provided as high-res PSDs.
Display typography compositions must be
created by hand setting the letters.
Contact us if you would like to use any
of the typography options, email us at
[email protected]
PL A N K _ FO N T
The Lake District World Heritage Bid
Typefaces
Primary font
Our primary font is called Brown and we use the
regular and bold weights. It is used for headings,
subheadings, short paragraphs such as quotes,
and captions.
The font was selected because of its clarity and
legibility. The open, geometric letterforms strike
a balance between timeless Britishness and
modernity.
Secondary font
Our secondary font is called Museo. The font is
available in light, regular, and bold weights and
should only be used for text and captions.
The font was selected for its legibility in large areas
of text. The clean, geometric letterforms match the
shapes of the primary font, and small serifs make
the font easier to read at a small size and in large
blocks of copy.
ABC
Brown
Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!?,.£&%
ABC
Museo
300
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890!?,.£&%
Licensing:
Please note LDNP are not
licensed to distribute these fonts.
Brown is available to purchase
from the supplier’s website
for £104 per weight.
Purchase www.lineto.com
Museo is available to purchase
from the supplier’s website for
£9.99 per weight. Purchase
www.myfonts.com/fonts/exljbris/
museo/
The Lake District World Heritage Bid
INSPIRATIONAL
PHOTOGRAPHY
The Lake District World Heritage Bid
Images: People
The photography shows real Lake District
locals, visitors and business owners in
their work or leisure environment.
The images should show eye contact
with the viewer or the subject engaged
in an activity.
A selection of images will be available for
use at lakesworldheritage.co.uk/toolkit
The Lake District World Heritage Bid
Images: Place
These images are a celebration of the
diverse and beautiful landscape, showing
wide panoramic views, dramatic skies, and
nature through the seasons.
Generally, people don’t appear in place
photography, but when they do, they
serve as an indicator of the scale of the
surrounding landscape.
A selection of images will be available for
use at lakesworldheritage.co.uk/toolkit
The Lake District World Heritage Bid
Images: Connections
The images show the interaction between
people and place by showing hands and feet
touching, holding, or connecting with objects
within the Lake District environment.
These images are cropped on the subject
matter and don’t show the subject’s face,
making it easier for the viewer to imagine
themselves in the situation.
A selection of images will be available for
use at lakesworldheritage.co.uk/toolkit
The Lake District World Heritage Bid
Images: Textures
Photographic textures are used throughout
the brand as backgrounds to typography
and graphics.
Textures such as drystone walls, rock
shards, distressed wood and lake water are
all commonly found in the Lake District.
A selection of textures will be available for
use at lakesworldheritage.co.uk/toolkit
The Lake District World Heritage Bid
Image Applications:
Display Typography
with Place Images
When using large scale display typography,
use images from the Place or Textures
categories as a background.
As the letterforms are much more complex
than a regular typeface, use an image that
complements the lettering. For instance,
do not use the Drystone font with a
background of a drystone wall. Ensure
that there is enough definition in the
letters so that the word is easy to read.
If you would like to work with typography
we can help you – please contact us at –
[email protected]
The Lake District World Heritage Bid
‘Local Masters’ case studies
We have created a series of ‘Local Masters’
case studies featuring real people that live
and work in the Lake District. Local Masters
represent the campaign voice, they personify
everything we know and love about The Lake
District, our evolving masterpiece.
”Wild swimming
makes me
feel alive.“
Kathryn Cook
Keen open water swimmer
Local Masters case studies are available on
the website and are ideal for use across social
media channels, within news articles, blog
posts and more.
Throughout the campaign we will be adding
more Local Masters case studies to our online
toolkit to ensure we keep the content fresh
and inspiring as we move through each stage
of the cycle.
Local masters are available to use at
lakesworldheritage.co.uk/toolkit
“I’ve worked the
“Weland
connect
all with
my life,
the landscape
and
wouldn’t
and
the Ipeople
want
who
shapeto
it.”live
anywhere else.”
Rob and Harriet Fraser
Artists, working in the Lake District
Joe Bennett
Retired farmer and parish councillor
The Lake District World Heritage Bid
THE CAMPAIGN
IN ACTION
The Lake District World Heritage Bid
10 Reasons Leaflet
The 10 Reasons leaflet presents
10 Lake District attributes that make
it worthy of World Heritage status.
Information is presented in an
easy to digest concertina format.
Distribute our leaflet at your events
through the campaign.
Leaflet Distribution
The 10 Reasons leaflet is available
for partners to distribute at local events,
exhibitions and more.
If you would like extra copies please
email [email protected]
Copies are available from us, email:
[email protected]
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The Lake District World Heritage Bid
Join in at www.lakesworldheritage.co.uk
The campaign website uses software to pull social media posts
through to the ‘Your Story’ newsfeed on the home page. We follow
a range of publicly available accounts and hashtag subjects, such
as #lakedistrictbid, from open social media platforms like Twitter,
Facebook, YouTube, Instagram, Google+, Pinterest and Vine.
This content is then curated, or ‘moderated’, by the LDNP
communications team, on a regular basis according to relevance
and interest.
To ensure your social media activity has the best chance of
being included within the feed make sure you use our hashtag
#lakedistrictbid and post your images, videos and content
relating to our key themes:
IDENTITY – people and place entwine, communities, dialect,
farming, weather, traditions and local food.
INSPIRATION – land and people, impressive views, the arts, heritage
and a sense of freedom.
CONSERVATION – carved by nature, origins of conservation,
volunteers.
Don’t forget #lakedistrictbid
The Lake District World Heritage Bid
Video
We have created a series of short videos
that represent our key campaign themes,
Inspiration, Conservation and Identity –
all these are now available to share
within your organisation, and across
your digital channels.
All our videos feature real people who live
and work in the area so they offer a great
insight into opinion across the three
themes which define the campaign.
Find our videos on our You Tube
channel – Lakes World Heritage.
Share one or more of the videos to
show your support for the bid using
#lakedistrictbid and if you can, embed
them on your own website to boost
awareness of the campaign.
The Lake District World Heritage Bid
Events
We love events here in the Lake District
and there’s no better way to educate visitors
and local people alike on the World Heritage
Bid than at one of the many planned shows
or exhibitions.
The ’10 Reasons’ leaflet is a great way
to offer information about the bid and
you can order copies for distribution
as often as needed from the LDNPA
Communications Team.
If you would like to borrow materials
such as supporting banners for your
events please get in touch.
The Lake District World Heritage Bid
BENEFITS
The Lake District World Heritage Bid
Benefits
The benefits of World Heritage Status for the Lake District span across all of our key audiences and are available in more in-depth
format should you require it. Below are examples of just one key benefit for each of these audiences.
Feel free to use these to form the foundations of your creative content.
Businesses
Community
Visitors
Just a one per cent increase in
cultural visitors spending more on
accommodation, leisure activities and
food and drink - could boost our
economy by about £20m.
The status would generate a sense of civic
pride within Lake District communities
– creating more opportunities for local
events, projects and engagement, such as
local history, education and regional food
and drink.
An economic boost in the
area will lead to greater access and
improved infrastructure within the Lake
District, building upon initiatives that will
benefit tourists, such as sustainable travel.
We also have a full messaging
framework available online at
lakesworldheritage/toolkit
The Lake District World Heritage Bid
5 POINT
CHECKLIST
The Lake District World Heritage Bid
Great news, you have read the guidelines and are ready to get involved and
show your support for the campaign! Follow our handy five point checklist
below to get started:
1
Link your website to www.lakesworldheritage.co.uk
by creating new content about your support for the bid.
the Lakes World Heritage videos internally with your team
2 Share
and externally through your digital channels.
3
Post creative content, photos and videos on social media using
#lakedistrictbid.
4
Distribute the ’10 Reasons’ leaflet at your events and through
your channels.
5
Start to engage with your audiences through events and
activities as detailed in the activity plan and share your results
and successes with us.
Sarah Calderbank
PR & Social Content Editor
E: [email protected]
Lydia Crossley
Marketing Campaign Coordinator
E: [email protected]
© LDNP 2016