Royal Air Force | Rules for using our identity

Transcription

April 2014 Version 1.6
1
Foreword
by the Chief of the Air Staff
I am proud to lead our agile, adaptable and capable
Royal Air Force. We are known and respected throughout
the world and therefore it is paramount that our excellent
reputation is maintained.
You must safeguard our reputation by making sure that you
understand how to use the Royal Air Force brand correctly.
Following these rules will enable you to do this.
If you are responsible for commissioning or producing
communications for the Royal Air Force, you should study
these guidelines and familiarise yourself with the rules for
using our brand identity.
Air Chief Marshal Sir Stephen Dalton
GCB ADC LLD (Hon) BSc FRAeS CCMI RAF
Chief of the Air Staff
Contents
1.0 The Royal Air Force Brand
The importance of our brand
The Royal Air Force ethos
4
5
2.0 The Communcations Procedure
How to use these rules
Creating communications: approval process
Step-by-step guide to commissioning
communications
7
8
9
3.0 Our Brand Elements
Using the main logo
Logo sizes and positioning
Logo colour formats and treatments
Incorrect use of the logo
Logo lock-ups
Logo lock-up hierarchy: levels 1–4
11
13
14
15
16
17
18
The Royal Air Force roundel
19
Using the roundel: do’s
20
Using the roundel: don’ts
21
The Royal Air Force badge
22
Heraldic badges
23
The Royal Air Force graphic
25
The Royal Air Force colour palette
26
Supporting colours
27
Pantone® & CMYK reference
28
sRGB & HEX reference
29
The Royal Air Force typefaces
30
Typography31
The Royal Air Force grids
32
The Royal Air Force photography style
33
Photography: how to select the right images 34
Photography: dont’s
35
Art direction
36
4.0 Language and Tone
The Royal Air Force tone
Writing for Royal Air Force communications
38
39
5.0 How to apply our identity
Royal Air Force communications
Legal, copyright, trade marks and licensing
Contact us
41
59
60
1.0 | The Royal Air Force brand
The Royal Air Force is known
throughout the world. It is crucial for
our reputation and serving personnel
that people everywhere understand
and respect the Royal Air Force brand.
4
The importance of our brand
When we're producing communications for the Royal Air
Force, we need to be consistent and careful in how we
present ourselves.
It's not acceptable to produce communications which
represent us poorly (for example by using the wrong logo,
low-resolution photographs or badly written copy) as this
will damage the integrity of the Royal Air Force brand.
This document explains the different elements of our brand
identity (our logo, typeface, corporate colours and language)
and tells you how to use them. You can also find out where
to go for further information and resources.
April 2013 Version 1.6
5
The Royal Air Force ethos
The Royal Air Force's character, or ethos, is summed up in
three words: Agile, Adaptable, Capable.
Agile
Adaptable
Capable
Always remember these words and what they stand for
when you're producing Royal Air Force communications.
We are fast-moving and quick to
respond to new situations.
We are flexible and able to adapt to
a huge variety of challenges. This
holds true for both our core role, in
which we respond to the challenges
of modern warfare, and for other
activities we engage in - for example,
a competitive recruitment market.
We are effective and resourceful.
We perform the tasks that are asked
of us to high standards and we
achieve our goals.
2.0 | The communications procedure
Royal Air Force communications follow
a clear structure. By using this guidance
you will help protect the reputation
and integrity of the Royal Air Force.
7
How to use these rules
These rules will help you to portray the Royal Air Force
image, reputation, values and personality correctly
and consistently.
If you are creating Royal Air Force communications material
yourself, you should use these rules as a toolkit. If you are
commissioning work, these rules serve as a checklist.
These rules refer to all of the Royal Air Force, whether applied
internally or externally, and are for use by:
•• Defence PR (RAF)
•• Royal Air Force Recruitment
•• The Air Cadet Organisation
•• Youth Activities Liaison Officers
•• External marketing agencies
•• Public Finance Initiatives and contractors
•• Everyone whose work affects the image, reputation, values and personality of the Royal Air Force
(all Royal Air Force personnel)
You must make sure that work you approve meets the
criteria described in the rules and communicates the right
message about the Royal Air Force in the most effective way.
These rules are important. If we do not consider how we
present the Royal Air Force, our audience will determine
our image for us. How we appear has a major effect on how
we are valued; therefore, we must develop and protect our
corporate image carefully to maintain its integrity.
8
Creating communications: approval process
This is the single-service approval process for the creation
of any external communication.
Rules
Creators must always submit work that is (or may be)
external facing to the local Media and Communications
Officer (MCO) for advice and approval. The MCO will
determine if clearance for the content can be given
locally or whether advice needs to be sought from the
Chain of Command or the MOD Directorate of Media and
Communications (DMC PR (RAF)), which may seek Ministerial
endorsement. The rules regarding from whom clearance
should be sought is determined mostly by the rank of the
contributor (or sensitivity of the information to be portrayed)
and is contained in 2011DIN03-025 (Contact with the Media
and Communicating in Public). In addition, clearance in
respect of style and use of Royal Air Force Logos, badges
and other emblems is to be sought from DMC PR (RAF) SO2
Marketing if it diverts from the templates provided in the
present guide.
Senior Ranks
Personnel of 1* rank (including civilian equivalent) and
above must seek approval from DMC PR (RAF) before
communicating in public. Personnel of 2* (including civilian
equivalent) and above will require Ministerial approval,
which will be sought by DMC PR (RAF).
Other Ranks (Gp Capt and below) News Media
Commanding Officers of the rank of Gp Capt and below
may speak to regional or local media on routine matters
relating specifically to their own areas of responsibility.
Air Command Media and Communications and the Regional
Defence Press Officer (RDPO) should be kept informed.
Contact with local/regional media on issues outside an
individual’s own responsibilities requires prior authorisation
and is seldom appropriate.
For all other cases RDPOs have delegated powers of
authorisation from DMC DNews. Contentious issues or where
there is a risk of a local/regional issue becoming a national
one will be referred to DMC DNews Press Office.
Communicating in Public other than through the
News Media
For those of the rank of Gp Capt or below, the individual’s
line manager/chain of command (Commanding Officer or
Head of Department) may authorise the contact.
Where there is potential for controversy, advice must be
taken from the relevant Media and/or Secretariat branch.
In this case subsequent clearance is required via the chain
of command to Gp Capt PR (RAF).
9
Step-by-step guide: commissioning communications
When producing any communication it is important to
keep production should be cost effective.
You should ensure that copy/content has been fully
approved before commissioning design services, as
making changes once the design process has begun can
be expensive.
If you require further assistance, please refer to the contact
details on page 60.
Your production checklist
1
Create copy plan/
get approval from
project owner.
2
Commission a writer/
create copy.
3
Revise copy until project
owner approves.
4
Commission
design/layout.
3.0 | Our brand elements
Each of our brand elements has the
Royal Air Force at its heart. They form
an impression in people's minds of
who we are and what we stand for.
11
3.2 | Using the main logo
Royal Air Force Red
Pantone® 186
C2 • M100 • Y82 • K6
R198 • G12 • B48
We have designed the Royal Air Force logo specifically so
that it can always be recognised clearly. Always use the logo
when communicating on behalf of the Royal Air Force.
The Royal Air Force logo
The Royal Air Force logo consists of the roundel and the
words ‘Royal Air Force'. These must always be used together.
You must never alter the colours or shape of the logo, other
than in the ways shown in these rules.
This is the preferred version of our logo. It's important that
you use this version whenever possible to ensure that we
use our colours consistently.
Rule
Research has shown that not all our audiences recognise the
roundel or the initials RAF, so the logo must always comprise
the roundel and the words ‘Royal Air Force'.
PANTONE ®
186 C
Royal Air Force Blue
Pantone® 295
C100 • M70 • Y8 • K54
R0 • G47 • B95
PANTONE ®
295 C
Logo exclusion zone
You must always keep a clear space - called the ‘exclusion
zone' - around the Royal Air Force logo to make sure that it
stands out.
The clear space should be the height of the letter ‘R' in ‘Royal',
on each side of the logo, as shown here.
12
13
Logo sizes and positioning
Logo sizes
15
53.5
In order to bring consistency to our communications, it's
important that we apply some basic rules to the use of our logo.
34
8
9
18
The logo must always be used at a size that makes it clear
to read. The smallest size you should use it at is 27.5mm wide.
The measurements provided refer to the size and primary
logo position to be used for specific paper formats.
Separate guidance is provided on pages 53-56 for Royal
Air Force corporate stationery.
A3
Primary
logo
position
DL
Secondary
logo
positions
Logo positioning
The primary position for the logo should be top right
wherever possible. There are exceptions to this rule,
for example stationery and specialist marketing material.
The secondary positions for the logo are top left
or bottom right. The distance from the page edge
using these positions mirrors the rule for the primary
position dimensions.
41.5
These positions and sizes apply to the Royal Air Force
logo only.
8
9
13
Logo positioning
A5 or A6
A4
Rule
When creating merchandise items the logo may need to be
smaller than 27.5mm wide. Items should be approved by
DMC PR (RAF) before being produced.
34
11
Logo sizes
All dimensions in mm.
14
Logo colour formats and treatments
The Royal Air Force logo must always stand out clearly
on communications. Alternative versions of our logo have
been created which work more effectively on specific
backgrounds - for example, against dark colours.
Rule
You must always use original Royal Air Force logo artwork for
your designs.
Use this version of the logo wherever possible.
Use the colour reversed-out logo against dark
coloured backgrounds.
Use the black version when four-colour or special
colour printing is not available.
In black and white print media, such as
newspaper advertising, use the black version or
the reversed-out version on a black background.
Note: the reversed-out versions of the Royal Air Force
logotype are shown here against typical dark backgrounds;
they are never contained by a box.
The centre of the black logotype (and its reversed version)
is 60% black.
15
Incorrect use of the logo
Our logo must always be used consistently. Incorrect use
will damage our brand integrity. Here are some examples
of how not to use the Royal Air Force logo.
Contact your local
Rule
careers office ...
Always use the original Royal Air Force artwork of our logo
and never alter it in any way.
Don't position the logo on
high contrast backgrounds.
Don't put a keyline around
the logotype text or the logo
in a keyline box.
Don't use the logo as part
of a sentence.
Don't recreate the logo
using another typeface.
Don't add other elements to
the logo
Don't use the initials ‘RAF' as
a logo - you must always show
it complete.
Don't alter the relationship
between the different elements
of the logo.
Don't stretch, distort, rotate
or animate the logo.
Don't change the colour of
the logo in any way.
Don’t use the logo as
a watermark
Don’t use the logo as part
of a pattern.
Logo lock-ups
When communicating about a specialist area of the Royal
Air Force, you may need to use one of our specially created
logo lock-ups.
Like the Royal Air Force itself, logo lock-ups follow a
structured hierarchy. Where your branch, station, unit, club or
organisation sits within this hierarchy will determine the look,
size and colours of your lock‑up.
The exclusion zone for a logo lock-up follows the same
principles as the main logotype, although when used on the
web or with marketing merchandise it may not be possible
to adhere to this rule.
Rules
You must have the appropriate permission before creating a
new logo lock-up. You should never create your own version.
The logo lock-up will always include the Royal Air Force logo.
The ultimate approval of your new logo lock-up rests
with DMC PR (RAF) and to discuss its design contact Air
Media Centre.
Logo lock-ups should never be used to substitute the
Royal Air Force logo on unit/station stationery (business
cards, compliment slips or letterheads) as these documents
represent official correspondence from the Royal Air Force.
Sports, associations and societies representing the Royal Air
Force may use logo lock-ups in their correspondence
as their organisations sit outside core business of the
Royal Air Force.
16
17
Level
Comments
1
The RAF Logo
The Royal Air Force Logo
The primary logo of the Royal Air Force. All other logos are secondary to this logo
and should follow the rules provided in this document. Can be used with Royal Air
Force heraldic badges (See page 23 for placement instructions). If a document is
co-authored by separate Royal Air Force units then only the Royal Air Force logo is
to be used.
2
Recruitment
Basic components to the continued functionality of the Royal Air Force.
e.g. Careers.
3
Core units
4
Stations
Option 1
Option 2
Large organisations within the Royal Air Force responsible for a wide range of tasks and
functionality, often with several key organisations under its area of responsibility.
e.g. Regiment/Police/Manning/Music.
All Royal Air Force stations.
N/A
18
Level
Comments
Option 1
Option 2
5
Sub units
Key organisations within the Royal Air Force responsible for specific tasks
and functions.
e.g. Flight Safety/Sports Board/Cyber Defence.
N/A
6
Sports &
clubs
All Royal Air Force bodies associated with specific sports and organisations approved/
funded by the Royal Air Force.
e.g. All Sports/Culinary Arts Team/Ornithology.
N/A
7
Display
Teams
Display teams such as The Red Arrows, BBMF and The Falcons used for PR
and Marketing. (Only with DMC PR (RAF) approval).
8
Specialist
Organisations with a public role and those requiring acronyms, abbreviations or
additional supporting words in their title.
e.g. Air Cadets/ Reserves/ Charitable Trust Enterprises / Geographic expeditions /SMARTT/
CESO/RAFA - (Only with DMC PR (RAF) approval).
The Royal Air Force roundel
The Royal Air Force roundel symbolises the Royal Air Force.
The origins of the roundel come from the First World War
with the need to be able to identify aircraft.
Today, it has become the key visual element that supports
the Royal Air Force identity and is used to create a consistent
message across all communications. It adds a huge value to
the organisation.
It's important that some basic rules are established. This will
help to ensure that the roundel retains the respect it deserves.
19
20
Using the roundel: do's
The roundel can be used as a supporting graphic element
but must not be used as a substitute for the Royal Air
Force logo. The examples opposite show correct use of
the roundel.
Do show at least one quarter of the
roundel at all times so that the red,
white and blue are always seen.
Do use the white keyline version of
the roundel if there is not enough
contrast between the regular
version of the roundel and the
background colour.
Do use with confidence and don't
be frightened of white space.
21
Using the roundel: don'ts
All alterations or amendments to the Royal Air Force
roundel impact on the integrity of the brand.
The roundel must never be redrawn, broken up,
used as a text substitute or otherwise defaced to
create a supporting logo.
The examples opposite show incorrect use of the roundel.
Note: The roundel may only appear ‘distressed' for
commercial licensing purposes. The function of Royal Air
Force Licencing rests with DMC PR (RAF).
Don't change the colours of
the roundel.
Don't stretch the roundel.
Don't watermark the roundel.
Don't use the roundel as part
of a campaign marque.
Don't customise the roundel.
Don't use an unapproved
coloured background.
Don't show less than a quarter
of the roundel. The red, white and
blue should always be seen.
Don't use Photoshop effects
on the roundel or apply a
drop shadow.
Don't use the roundel
as a character or number
substitute.
The Royal Air Force badge
The Royal Air Force badge is the official emblem of the
Royal Air Force. It was registered with The Royal College
of Arms in 1923 and approved by the reigning Sovereign,
George V. You should never use the Royal Air Force badge
alone on a communication or instead of the Royal Air
Force logo.
The Royal Air Force badge is only used to communicate
our heritage and history, as it may not be recognised by an
external audience.
Rule
You must never redraw, break up or otherwise deface the
Royal Air Force badge.
22
Heraldic badges
A number of badges representing Royal Air Force
Commands, Groups, Wings, Squadrons as well as
significant units have been approved for official use.
They remain the property of the Crown. Our heraldic
badges are complex designs that reflect the traditions
of the Royal Air Force and may not be recognised by
an external audience.
Badge rules
Official Royal Air Force badges must not be used by
themselves and always appear subordinate to the Royal Air
Force logo within Royal Air Force communications.
Unapproved badges are not to be used on any Royal Air Force
publications, media or signage. The badges are not logos.
The Royal Air Force badges, including the motto and unit
title are property of the Crown and should never be defaced
or altered. Any amendments to Royal Air Force Badges may
only be submitted to Royal Air Force Ceremonial by the unit
in question.
The artwork in the centre of each badge is unique to each unit.
Some sub-unit badges may have the same artwork as their
parent unit. For advice, contact Royal Air Force Ceremonial.
23
24
Heraldic badges
Creating a badge
Contacts
A unit wishing to register a badge must submit an
application in writing to Royal Air Force Ceremonial.
For all Royal Air Force badge enquiries, contact Royal Air
Force Ceremonial:
All official badges are submitted by Royal Air Force
Ceremonial to The Royal College of Arms who hand paint
the chosen design. Once painted, they are submitted by the
Herald of Arms and Inspector of Royal Air Force Badges to
the reigning Sovereign for final approval and signature on
the painting.
SO1 RAF Ceremonial
RAF Ceremonial Office
Bentley Priory Building
Royal Air Force Northolt
Ruislip
Middlesex
HA4 6NG
In conjunction with Air Media Centre, digital representations
may be produced but they must contain the correct motto,
unit titles and correct elements of the central artwork.
The Royal College of Arms have produced over 1300 official
badges since the original Royal Air Force Badge and continue
to approve new badges. Disbanded badges are still covered
under the use of official badges and still remain property of
the Crown.
'GAI 1057 - Eligibility and procedure for obtaining
unit badges and for their installation in St Clement
Danes (RAF) Church' is available online at: http://www.
defencebrandportal.mod.uk/royalairforce
Telephone: 0208 833 8768
Mil: 95233 8768
Email: [email protected] or [email protected]
25
The Royal Air Force graphic
The Royal Air Force graphic is a flexible and dynamic
device that visually compliments our roundel and can be
used with the other brand elements to create a unified
identity to our communications.
Always consider the following points when using the
Royal Air Force graphic:
•• The outer curve area is to be used as a container for the
Royal Air Force logo and supporting military or sponsor
logos. You may use any colour from the Royal Air Force
colour palette, providing it compliments the content and
colour of the dividing and inner curve. Any supporting military or sponsor logos should appear no greater than
50% of the size of the Royal Air Force logo.
•• The dividing curve colour can be changed to any from
the brand palette.
•• The inner curve area should contain an image or appropriate solid colour from the brand colour palette together with title text to support the document subject.
•• The Royal Air Force graphic should not be used on the back covers of leaflets, books and folders.
•• Never use more than one Royal Air Force graphic in
your design. It would typically appear on a front cover, poster or digital menu screen with other Royal Air Force brand elements.
Copies of the Royal Air Force graphic have been provided
to enable you to produce communication material that
complies with the brand identity. They are available online at:
http://www.defencebrandportal.mod.uk/royalairforce
Rule
You must not change the proportion and shape of the
dividing curve area.
A4 (Portrait) graphic (right)
Inner
curve
Dividing
curve
Outer
curve
26
The Royal Air Force colour palette
Colour is a powerful communication tool. The Royal Air
Force colours help to express our values and personality.
Logotype colours
By using colour carefully and consistently, we can reinforce
those values across all our communications. This will also
help our audiences to recognise our marketing materials.
The Royal Air Force Logotype colours are Pantone® 186 and
295. You should only use these colours for the logotype but
they can be used independently with the Royal Air Force
supporting colour palette.
The Royal Air Force colour swatch libraries can be found
online at: http://www.defencebrandportal.mod.uk/
royalairforce
The Pantone® MATCHING SYSTEM is a worldwide printing,
publishing and packaging language for the selection,
marketing and control of colour. Pantone® is a registered
trademark of Pantone® Inc.
Please do not use these pages, either on screen or as a colour
printout, to match colours. The colours shown in this pdf are
a visual guide only.
PANTONE ®
186 C
PANTONE ®
295 C
27
Supporting colours
If you are creating a piece of communication that requires
colour, you should only use those from the Royal Air Force
colour palette.
Primary Navigation
These are strong, distinctive colours. You should use them to
emphasise important elements of a communication.
Logotype colours
PANTONE ®
186 C
1
PANTONE ®
295 C
2
Accent colours
Primary navigation colours
Accent Colours
These are bright colours that you should use to add pace
and interest to communications and to help users navigate.
Supporting Colours
You should use supporting colours for large areas of
background colour, highlight boxes etc. Pantone® 549 is used
for the Royal Air Force ensign light blue.
Neutral Colours
You should mainly use black for body copy.
PANTONE ®
5545 C
1
PANTONE ®
646 C
2
PANTONE ®
7545 C
3
PANTONE ®
144 C
1
PANTONE ®
116 C
2
Supporting colours
PANTONE ®
5635 C
1
PANTONE ®
7495 C
2
PANTONE ®
5773 C
3
PANTONE ®
645 C
4
PANTONE ®
549 C
5
PANTONE ®
5425 C
6
PANTONE ®
431 C
7
PANTONE ®
5205 C
8
Neutral colours
Metallic Colours
These are for use on prestige communications only. Do not
use for large, solid areas of colour.
Royal Air Force Regiment Colour
The Royal Air Force Regiment colour is used in their logo
lock-up and all other communications with a Regiment theme.
Tactical Recognition Flash (TRF)
The TRF incorporates the colours Dark Blue (Pantone® 295),
Light Blue (Pantone® 549) and Maroon (Pantone® 195).
Metallic colours
PANTONE ®
877 C
1
PANTONE ®
8880 C
PANTONE ®
195 C
9
BLACK
1
WHITE
2
Royal Air Force Regiment
2
PANTONE ®
8681 C
3
PANTONE ®
8480 C
4
PANTONE ®
5753 C
PANTONE ®
285 C
3
28
Pantone® & CMYK reference
The Pantone® and CMYK colour reference values are
listed below.
Category Pantone® CMYK
Logotype 1 Logotype 2 Navigation 1 Navigation 2 Navigation 3 Accent 1 Accent 2 Accent 3 Supporting 1 Supporting 2 Supporting 3 Supporting 4 Supporting 5
Supporting 6 Supporting 7 Supporting 8 Supporting 9
Neutral 1 Neutral 2 Metallic 1
Metallic 2
Metallic 3
Metallic 4
Regiment 186
295
5545
646
7545
144
116
285
5635
7495
5773
645
549
5425
431
5205
195
Black
White
877
8880
8681
8480
5753
C2 M100 Y82 K6
C100 M70 Y8 K54
C62 M19 Y43 K49
C74 M30 Y3 K12
C56 M30 Y17 K52
C0 M58 Y100 K0
C0 M14 Y100 K0
C90 M48 Y0 K0
C35 M10 Y30 K23
C42 M5 Y89 K29
C31 M10 Y55 K36
C56 M23 Y2 K8
C60 M8 Y9 K21
C45 M16 Y9 K26
C45 M25 Y16 K59
C30 M59 Y13 K45
C21 M90 Y47 K60
C0 M0 Y0 K100
C0 M0 Y0 K0
-
-
C42 M16 Y80 K62
Logotype colours
PANTONE ®
186 C
1
PANTONE ®
295 C
2
Accent colours
PANTONE ®
5545 C
1
PANTONE ®
646 C
2
PANTONE ®
7545 C
3
PANTONE ®
144 C
1
PANTONE ®
116 C
2
Supporting colours
PANTONE ®
5635 C
1
PANTONE ®
7495 C
2
PANTONE ®
5773 C
3
PANTONE ®
645 C
4
PANTONE ®
549 C
5
PANTONE ®
5425 C
6
PANTONE ®
431 C
7
PANTONE ®
5205 C
8
Metallic colours
Neutral colours
PANTONE ®
195 C
9
BLACK
1
PANTONE ®
8880 C
WHITE
2
Note: There are no CMYK values for metallic inks.
PANTONE ®
877 C
1
2
PANTONE ®
8681 C
3
PANTONE ®
8480 C
4
PANTONE ®
5753 C
PANTONE ®
285 C
3
29
sRGB & HEX reference
Logotype colours
The sRGB and HEX colour reference values are
listed below.
Category
Pantone®sRGB
HEX
Logotype 1
Logotype 2 Navigation 1
Navigation 2 Navigation 3 Accent 1
Accent 2 Accent 3 Supporting 1
Supporting 2 Supporting 3 Supporting 4 Supporting 5 Supporting 6 Supporting 7 Supporting 8 Supporting 9
Neutral 1
Neutral 2 Metallic 1
Metallic 2
Metallic 3
Metallic 4
Regiment
186
295
5545
646
7545
144
116
285
5635
7495
5773
645
549
5425
431
5205
195
Black
White
877
8880
8681
8480
5753
#C60C30
#002F5F
#496C60
#5482AB
#51626F
#E98300
#FECB00
#0073CF
#96A797
#879637
#90986B
#739ABC
#5E9CAE
#7D9AAA
#5E6A71
#89687C
#773141
#000000
#FFFFFF
-
-
#5B6334
R198 G12 B48
R0 G47 B95
R73 G108 B96
R84 G130 B171
R81 G98 B111
R233 G131 B0
R254 G203 B0
R0 G115 B207
R150 G167 B151
R135 G150 B55
R144 G152 B107
R115 G154 B188
R94 G156 B174
R125 G154 B170
R94 G106 B113
R137 G104 B124
R119 G49 B65
R30 G30 B30
R255 G255 B255
-
-
-
-
R91 G99 B52
PANTONE ®
186 C
1
PANTONE ®
295 C
2
Accent colours
PANTONE ®
5545 C
1
PANTONE ®
646 C
2
PANTONE ®
7545 C
3
PANTONE ®
144 C
1
PANTONE ®
116 C
2
Supporting colours
PANTONE ®
5635 C
1
PANTONE ®
7495 C
2
PANTONE ®
5773 C
3
PANTONE ®
645 C
4
PANTONE ®
549 C
5
PANTONE ®
5425 C
6
PANTONE ®
431 C
7
PANTONE ®
5205 C
8
Metallic colours
Neutral colours
PANTONE ®
195 C
9
BLACK
1
PANTONE ®
8880 C
WHITE
2
Note: There are no sRGB or HEX values for metallic inks.
PANTONE ®
877 C
1
2
PANTONE ®
8681 C
3
PANTONE ®
8480 C
4
PANTONE ®
5753 C
PANTONE ®
285 C
3
30
The Royal Air Force typefaces
Our primary typeface is Myriad Pro. Our secondary
typeface is Minion Pro.
You must use Myriad Pro in all professionally produced
communication material. For commemorative or one-off
specialist items you may also use Minion Pro.
Rule
Do not use both fonts in a single document.
The Royal Air Force typefaces for PC users
Arial should be used for all PC‑based communications such
as Word® and PowerPoint®. For PC users the recommended
specialist typeface is Times New Roman.
Minion Pro Regular
Myriad Pro Light
Minion Pro Medium
Myriad Pro Regular
Myriad Pro Semibold Minion Pro Bold
Myriad Pro Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890!#£%&(“”:;‚.)
abcdefghijklmnopqrstuvwxyz
1234567890!#£%&(“”:;‚.)
31
Typography
Royal Air Force typography guidelines
All title text should be sentence case and should not be used
in full caps. However, military operational names such as
'HERRICK', 'ELLAMY' and 'TELIC' must always use full caps.
Italics should only be used in limited circumstances, mainly
in policy documents to highlight individual words or short
lines of text. A specific usage could include highlighting a
web address in italic. Condensed type face is not part of the
RAF Branding.
The space between bullet points and text should be no
wider than 4mm.
Page numbers and titles contained in the header and footer
of a document are set at 8pt in bold full caps. If a web
address is required then this should be in lowercase.
Myriad Pro and Minion Pro style sheets
The Royal Air Force branding is based on four style sheets:
Myriad Pro set 10/13pt and 9/9pt and Minion Pro set 10/13pt
and 9/9pt.
The Royal Air Force style sheets (for Adobe Creative Suite 6)
can be found online at: http://www.defencebrandportal.
mod.uk/royalairforce
Myriad Pro is used in four weights of
bold,semi-bold, regular and light.
••
••
••
••
••
••
Document and page titles should be in bold.
Secondary headings should be in light.
Paragraph sub-headings should be in semi-bold.
The first paragraph of an article may use regular
Light should be used for body type.
Regular body text may be used, in limited circumstances, to aid legibility at smaller sizes or when reversing type out of a colour.
Minion Pro is used in three weights
of bold, medium and regular.
••
••
••
••
••
••
Document and page titles should be in bold.
Secondary headings should be in regular.
Paragraph sub-headings should be in bold.
The first paragraph of an article may use bold
Regular should be used for body type.
Medium body text may be used, in limited circumstances, to aid legibility at smaller sizes or when reversing type out of a colour.
32
The Royal Air Force Grids
A grid is a structure used by designers to organise all of
the key elements that need to be placed on a page.
32
The Royal Air Force uses a multi-column grid to enable
flexible image and text placement across a range of page
sizes and font types. For a standard A4 page we use a
12 column grid with 13pt gutter width. To assist in text
alignment we use a baseline grid set at 13pt.
Titles & Sub Titles
Our titles are set at 39pt and 26pt in bold, with sub titles
ranging from 10 to 13pt in semi-bold.
Body text
Our body text is set at 10/13pt in light.
Page furniture
Page numbers and titles contained in the header and footer
of a document are set at 8pt in bold full caps. If a web
address is required then this should be in lowercase.
Bleed
In some circumstances it may not be possible for your
print department to produce a document with full bleed
due to the capability of the print equipment, or it may be
economically inappropriate. In these cases it is permissable
to print the document using the guidelines in this document
but with a white border produced by the print equipment or,
preferably, at the artwork stage with four white margins.
The Royal Air Force style sheets (for Adobe® Creative Suite 5)
can be found online at: http://www.defencebrandportal.
A4 page landscape
33
The Royal Air Force photography style
Photography has an important part to play in Royal Air
Force communications material.
You can use it to tell a story, make a point directly or quickly
illustrate a difficult concept. Photography also communicates
the values and personality of the Royal Air Force.
Dynamic
Where possible, use colour. It is dynamic,
realistic and immediate.
It is important that you choose the subjects of Royal Air
Force photography carefully and use art direction to
achieve the most effective images (see pages 34 and 35).
Be professional by using a professional.
Imagery should be selected to enhance not compromise
personnel, with careful consideration given to OPSEC,
PERSEC and reputation.
Integrity
Please note that the images used in these rules are examples
only and are not intended as an exhaustive selection.
Our images must be contemporary and
communicate with accuracy; wrong
equipment or practices are unacceptable.
Excellence
We only use images that are well composed
and reproduced. Poor photography will
make us look amateurish.
How to select the right images
Photography must always present an accurate image of the
Royal Air Force and focus on Royal Air Force operations.
Photography should communicate the range of Royal Air
Force activities so that audiences can properly understand
who we are and what we do.
While photographs of aircraft and equipment have a valuable
role to play, they should be balanced with relevant images of
Royal Air Force personnel. The imagery selected should
be relevant, genuine and reflect modern Service life and at
all times avoid Royal Air Force, racial or gender stereotyping.
Always focus on the positive aspects of Royal Air Force life,
using imagery with a clear and positive message. With any
photograph you select, the viewer should be able to
comprehend the story behind it.
It is important that all photographs include full metadata
with each file. This information describes the who, when and
where of the image taken and assists the search process
when they are added to a picture library.
Images that are used for high quality printed materials
should be reproduced at 300 pixels per inch.
Crown copyright images depicting Royal Air Force personnel
and equipment can be found via the Defence Imagery
website and Airspace (MOD personnel only) website.
Important guidance regarding consent, usage and copyright
issues can also be found at: http://www.defencebrandportal.
34
Photography: don'ts
The photographs shown on this page are examples of
the type of imagery you should not select to illustrate the
ethos and values of the Royal Air Force.
Don't use badly exposed images.
Don't use poorly composed images.
Don't use photographs of people where the subject is
overly posed.
Don't use images without a clear focal point.
Don't distort images.
Don't use photographic montages.
Don't use overly stylised or clichéd images.
Don't use images where the Royal Air Force subject is not
prominent enough.
Don't use images that are displayed at an incorrect resolution.
35
Art direction
Art direction is the process of ensuring that the subject
matter, style and composition of a photograph or film work
together to communicate the right information or story.
Art direction should also make sure that photography
communicates the values and personality of the Royal Air Force.
To ensure a high standard of Royal Air Force photography,
photoshoots should be professionally art directed
wherever possible. However, even if a professional
art director is not available (for example, in air-to-air
photography or on operations), you should still consider
the issues described here when you are taking or
selecting photographs.
Principles for Royal Air Force art direction:
•• Make sure that the main focus is Royal Air Force operations.
•• Emphasise people over technology
•• Maintain a balance of ethnicity and gender
•• Make sure that images are natural, not posed
•• Use unusual crops and angles
•• Make sure that images are simple and uncluttered
•• Make sure that images are accurate and up to date
•• Focus on the modern, without forgetting Royal Air
Force heritage
•• Do not feature classified information
•• Model release forms must be signed in all cases where personnel are recognisable (minors must have permission from guardians)
•• Ensure that we own full copyright
36
4.0 | Language and tone
Every word we use in our
communications can affect the
way others feel about us. By using
the right language and tone,
you will help to reinforce our
image, brand and reputation.
38
The Royal Air Force tone
Writing well and in a style that is understood by your
audience will keep the reader engaged with what you
are saying.
The Royal Air Force is:
Using our tone
Tone is vitally important and must reflect our ethos and
personality. The Royal Air Force tone is direct, positive and
polite and must be consistent across our communications.
The Defence Writing Guide (Joint Services Publication 101)
sets out the standards for any piece of defence writing, it is
our ‘house style’.
However, the Defence Writing Guide does not cover some
aspects of communication, such as the online environment.
Before you start to write, try answering the following
two questions:
Q1. Who is my primary audience?
As much as possible, all communications should be written
with a single audience in mind. Remember reputation is
paramount and there may be a second or third unintended
audience for your communications, such as the media.
Q2. What am I trying to tell them?
Keep your communications focused on the key messages.
The MCO can provide guidance.
Direct and to the point,
but we're not rude
Modern and exciting, not
old-fashioned or dull
Friendly and encouraging,
but not chatty
Confident but not boastful;
firm, but fair
39
Writing for Royal Air Force communications
Internal communications include reference and policy
information. They need to be communicated in a clear way
and be instantly understood. External communications
will have a promotional message and be detailed, often
with complex content such as station magazines, press
releases and commemorative events.
Whatever audience you are speaking to or writing for, your
communications should always be clear and well written.
•• Use plain English – avoid jargon and spell out the acronyms (at least on first use)
•• Keep it short and simple - large blocks of text are intimidating and may be skipped
•• Speak to your reader – address the reader directly as it builds a relationship
•• Be decisive and positive – use active language rather
than passive voice
Writing for the internet
Writing for recruitment communications
People read in a different way on screen from how they
read printed communications, scanning the text rather
than reading large chunks. This means that you must write
differently too.
Recruitment communications is a specialist activity
undertaken by professionally qualified marketing personnel
based at RAFC Cranwell. All recruitment communication
must be authorised by SO1 Recruitment Marketing, RAFC
Cranwell. Recruitment communications might include
advertisements, brochures, webcasts and videos.
Here are some key points to bear in mind.
•• Think of a pyramid – messages up front, keep detail
further down
•• Keep it short – white spaces aids readability, so divide your copy into readable chunks
•• Be friendly – the web is a social medium, try to avoid impersonal language
•• Strike a positive tone – ‘this works well’ rather than ‘this doesn’t function badly’
The following points are to be considered when writing for
recruitment communications.
•• Structured copy – ensure your communication has a beginning, middle and end
•• Use of positive wording – use ‘you’ and ‘we’ so that applicants will feel more affinity with the role
•• Don’t overstate the core skills – keep things clear and concise, highlighting what is essential for the role
•• Use of key words – think of how candidates might search for vacancies online
•• No discrimination – it is illegal to discriminate against anyone based on age, race, sex or other personal
differences
5.0 | How to apply our identity
This section contains a selection
of templates and examples,
illustrating how to apply our identity
using the brand elements.
Using design to express the values and personality of
the Royal Air Force means more than just using our logo
as a badge for communications. They should be content
driven, with appropriately used Royal Air Force design
elements to help determine the overall look and feel of
the communication.
Always consider the following points when producing
communications for the Royal Air Force:
•• Use approved Royal Air Force design elements (logos, badges, graphics, colours, fonts, photography, stylesheets and templates)
•• For documents covers, identify a visually strong single image, graphic or brand colour to create impact.
•• Use professionally blended images, cut out style photography and supporting graphics to produce high impact design.
•• Do not use cliched effects, such as drop shadows, bevels glows, gradients or embossed text. These can all detract from the effectiveness of our communications.
By observing all of these points, we will be able to develop
a distinctive and recognisable visual identity, increasing the
impact of our message.
The examples on the following pages show how to use
the elements of our identity to create Royal Air Force
communications.
41
Sample Air Power Review cover and page layout.
42
Sample Ethos, Core Values & Standards cover and page layout (A5).
43
Sample The Royal Air Force Valley Annual Report cover and page layout (A4).
44
Sample Royal Air Force station magazine cover and page layout (A4).
45
Sample Air Cadet magazine cover and page layout (A4).
46
Sample brochure cover and page layout (A4).
47
48
Exhibitions and display
Pull-Up Display Examples
There are many different types of exhibition and
display panels that are available for publicity events.
Pop-up displays are the most popular type because of
their portability, cost and ease of use. Pull-up or banner
stand displays are lightweight, compact and retract into a
base for easy transportation.
This example shows how you can take our design elements
and apply them to a display graphic. When designing display
or exhibitions panels, the Royal Air Force logo should be
positioned in the top right hand corner. The size of the
logo will depend on the format of the panels. All copy must
be of an appropriate size to be easily read from a normal
viewing distance. Care should be taken not to place the
copy too low on the exhibition panel, as it will make it
difficult to read.
2130mm
Graphic Height
Exhibition and display graphics will be limited to the use of a
visually strong single image, professionally blended images,
cut-out style photography or complimentary supporting
graphics. No multiple montage type imagery is allowed.
Myriad Pro typeface should be used where appropriate.
Minion Pro typeface may be used for ceremonial and
historical artwork.
1000mm
Overall Width
Recruitment marketing is necessary to attract talented
individuals to the Royal Air Force. This is a professional
function and is undertaken by Royal Air Force Recruitment
at RAFC Cranwell. It is aimed at an external audience
and can be used to raise awareness, persuade or change
people’s perceptions.
Recruitment communications documentation should
routinely adhere to the guidance provided but it is
acknowledged that, similar to the licensing programme,
greater flexibility may be required. Significant deviation
from the corporate identity should be infrequent and of
short duration.
The look and feel of recruitment marketing should be
developed and produced to deliver specific messages
to targeted audiences, based on professional research
and as part of a wider combined marketing mix.
The communications should be dynamic and flexible and
could include advertising (TV, radio, cinema, ambient, press
etc.), digital communications (e.g. careers website), recruiting
PR, exhibitions and outreach events (e.g. careers fairs),
booklets and other literature (e.g. careers publications).
49
Those wishing to procure official Royal Air Force branded
merchandise must first seek advice from SO2 Marketing
DMC PR (RAF) - (contact details are on page 60). If you are
producing Royal Air Force merchandise, you can be flexible
with the way you use the elements of our identity.
However, the logo must always be displayed in accordance
with the rules set out in this document.
50
51
Microsoft® PowerPoint presentation
Template option 1
Template option 2
Microsoft® PowerPoint is an excellent presentation tool –
when used correctly. Used badly, it only serves to overload
and confuse the audience. These two templates have
been designed to enable users to apply the Royal Air Force
corporate style across all presentations and reinforce our
corporate identity.
Presentation title slide
Presentation title slide
Generic slide
Generic slide
Each template contains an automatic title slide, with the
RAF graphic either positioned to the right or the bottom of
the slide as shown. The RAF Graphic is not to be removed
or altered on the title slide. The background colour should
always be taken from the official Royal Air Force colours
(Supporting 4 is the preferred colour) . You may insert images
to replace the colour on the title slide but they must be
positioned behind the RAF graphic (using the slide master)
to suit your presentation topic.
The generic slides are blank with the Royal Air Force logo
positioned bottom right.
Do not create your own Microsoft® PowerPoint templates.
The official Royal Air Force Microsoft® PowerPoint templates
are available online at: http://www.defencebrandportal.mod.
uk/royalairforce
52
Microsoft® PowerPoint presentation: General guidance
Typeface
Use of imagery
Always use the official templates and its master slides for
creating a presentation. Try to include a title and chapter
heading slide to organise the content. The use of bullet
points and subheadings can help to break information down
even further.
The Royal Air Force secondary typeface Arial should be used
for all Microsoft® PowerPoint presentations. Arial Bold should
be used for titles, headings and subheadings and Arial
Regular for body text.
Do not use clip art, animation or patterned backgrounds
- they look amateurish and serve only to distract or confuse
your audience.
Using headings and subheadings can enhance the structure
of your presentation - but always be consistent in how you
apply them and, if you create a hierarchy, stick to it.
Do not use Microsoft® PowerPoint simply to repeat
everything you say - highlight the most important
information so that it remains fresh in the audience’s mind.
Colour
Only use Royal Air Force colours for your presentation.
We have provided a sample theme colour set in the templates.
All type must range left. Centred text and headings are not
permissible. All type must be unjustified. Wherever possible,
hyphenated text should be avoided. Do not use more than
two type sizes on a page (excluding information graphics).
Type sizes
••
••
Titles are set in Arial Bold 44pt. Subtitle headings are set in Arial Light 24pt.
Title slide heading text is set in Arial Bold 44pt and body text is set in Arial Regular 24pt.
Additional badges may need to be included in a Microsoft®
PowerPoint presentation. These should be included in
the branding panel next to the logotype.
Images should be sourced from professional photographers
wherever possible, e.g. the Defence Imagery website.
Photographs must not be distorted or used as montages.
Where used, images should complement the Royal Air Force
graphic. A single image can be used across a whole slide but
should never be used to replace the Royal Air Force graphic
on the presentation title slide.
53
20mm
20mm
Stationery: letterhead (standard)
The example opposite shows a standard letterhead
produced using our templates. A personal letterhead
template may also be found online.
20mm
120mm
45mm
Do not create your own stationery templates.
14pt Arial Bold R204 G0 B51
9/11pt Arial R0 G0 B102
Any badge must be positioned as shown.
Rules
Logo lock-ups or other logos should never be used
to substitute the Royal Air Force logo on unit/station
stationery (business cards, compliment slips or letterheads)
as these documents represent official correspondence from
the Royal Air Force.
Sports, associations and societies representing the Royal
Air Force may use logo lock-ups in their correspondence as
their organisations sit outside core business of the Royal
Air Force.
12pt Arial - Black
12pt Arial - Black
12pt Arial Bold
Underlined - Black
12pt Arial - Black
The official Royal Air Force letterhead templates are
available online at: http://www.defencebrandportal.mod.uk/
royalairforce
15mm
Heraldic badge to be
positioned here
54
41.5mm
46mm
The examples opposite show a business card and
compliment slip produced using our templates.
13/15pt Arial Pantone® 186
with compliments
8/10pt Arial Bold Pantone® 186
Royal Air Force Reserves
Floor 2, Building 15,
RAF High Wycombe, Buckinghamshire, HP14 4UE
Email: [email protected]
DII Email: [email protected]
Mil: 95123 1234
Tel: 01234 567890
Mobile: 01234 567890
Fax: 01234 567890
Heraldic badge to
be positioned here
10.5mm
8/10pt Arial Pantone® 295
52.5mm
In circumstances where financial restrictions are a factor in the
printing of business stationery, a black and white version may
be produced to comply with the Royal Air Force branding.
Compliment slip size 99mm x 210mm
27.5mm
6.5/7.5pt Arial Pantone® 186
Note: The compliment slip and
business card on this page are
not shown in proportion and are
for illustrative purposes only.
5mm
Air Commodore John Smith
5mm
5mm
32mm
The official Royal Air Force business card and compliment
slip templates are available online at:
http://www.defencebrandportal.mod.uk/royalairforce
21mm
KCB CBE ADC MA BA CDir FCIPD RAF
Hd Reserves Training Policy
Royal Air Force Reserves
6.5/7.5pt Arial Pantone® 295
Floor 2, Building 15,
RAF High Wycombe, Buckinghamshire, HP14 4UE
DII Email: [email protected]
Mil: 95123 1234
Tel: 01234 567890
Mobile: 01234 567890
Fax: 01234 567890
36mm
Business card size 55mm x 85mm
Single heraldic badge
to be positioned here
5mm
Due to space limitations, business cards should only display
the single badge of the representative unit. Any badge must
be positioned as shown. For compliment slips a personal
name and rank may be used to substitute the unit title but
no post-nominals are be added.
13mm
9mm
65mm
11mm
Stationery: business card & compliment slip
55
The example opposite shows a commanders' briefing note
produced using our templates, with an Internal Briefing Note
also available online.
12mm
12mm
Commanders'
Briefing Note
12mm
Stationery: commanders' briefing note
The official Royal Air Force commanders' briefing
note template is available online at: http://www.
defencebrandportal.mod.uk/royalairforce
Serial No: (Issued by SO2 IC)
Date: (as at transmission)
Source: (author)
Released by: (released by)
TITLE
12pt Arial - Bold
ISSUE
Text Arial 12 point. 1.5 line spacing. Short, simple statement – no more than 1 or 2 lines.
KEY POINTS
(Key points should cover the main messages and be designed to give the reader only the
essential information. Keep it simple – use clear English).
Sub-bullets are indented but only have a single bullet prefacing them.
Aim not to run over one page with key points – keep everything as brief as possible.
BACKGROUND
The background information is designed to give additional information – providing the reader
has the time/interest to read it. This paragraph should contain no new, essential information.
Normal sentence and paragraph structure prevails, though try to be brief. Sentences are to be
grammatically correct.
Sub-paragraphs are indented and bulleted with a single bullet.
Paragraphs are not numbered. Al key points must be included in the background text. Overall
IBNs should not cover more than 2 sides of A4 paper. They should be written in clear English.
They should be designed to be understood by RAF personnel and Civil Servants working in
the MOD; abbreviations should only be used if they are widely understood.
ADDITIONAL INFORMATION
This section should provide contact details or telephone numbers of those who can provide
further information – hyperlinks to intranet or internet (as appropriate).
12pt Arial
56
The example opposite shows a Royal Air Force press release
produced using our templates. A station press release is also
available online.
12mm
12mm
12mm
Royal Air Force press release
Press Release
Do not create your own templates. Any requests for
organisation specific templates should be made to SO2
Marketing DMC PR (RAF). See Page 60 for details.
Date:
The official Royal Air Force press release template is available
online at: http://www.defencebrandportal.mod.uk/
royalairforce
12pt Arial Underlined Bold
PRESS RELEASE TITLE
The Illat elicabore lacid quaeptat molorat eatem ea idis enimin es volupta estotam restiis dolor
sus ut diam suntini militatatio. Itate quibus essusdanis as maximusa nemporem. Itatem eicide
porestium in cusa dem. Itatur, volupta eperro quam dempores exeria et voluptas doloreped
qui si ut libus, officium aut enducia volorero et veniam quis mo volora conse re non nis ilique
pero enimi, ut quiatecte doloressima sequam, omnienesed ea voluptur aut laut pellate soluta
vit quo int.
Hilla volupta quundit earunt et omniet apeliqui dollantius et autem quam, etur, idemporum
harum reror aut hilit, consed molupis ex es restibus.
Em sam incid que dus. Danihil et licium et dolum quibus, sequia sam eaquia quae voluptat est
pera de volut venitem re verum commo erum hilliqu ostias erae dignis distrum dent eatio eos
cus dolutemporem a conetur itiaspe sunt porestem laborum, quatusapis natem sitatibus di ut
harchiliquam essim quam recaesc iliqui omnist rae quisitiur sinte comni ullandes iliam quam,
quia il maxim quiam aliquia nonsequatqui quas maio erum as apelitio. Ita dipsam, cum acearci
tatesse nienihi libeati sum quo delignihil ero venis aut faccabo ritat.
ENDS
Photographs:
1. Photo 1
2. Photo 2
For more information contact
Media and Communication
HQ Air Command
RAF High Wycombe
Bucks HP14 4UE
Name
Email
Tel:
Fax:
Mobile:
12pt Arial
57
Signage
Station entrance
Station directions example
It is important that our signage is consistent across
the world.
Clothing Store
Sign Specifications
Tailor
For Painted signs, consult your local station workshop who
will advice on sign production processes and paint available,
subject to Station requirements. All Station entrance signs
should use the layout opposite. Text should be clearly visable
and only official logos, heraldic badges and insignia should
be used. Station Entrance signs are to use the following
paint colours:
••
••
••
••
Blue- BS381c 166
Red- BS381c 538
Yellow- BS381c 356
White- No BS381c colour code
If colours are not on station paint inventory then stations
are advised to carry out LPO action costing against the
station UIN. For further details of paint specifications
please contact:
Media Centre
RAF Brize Norton
Barrack Stores
Painted sign
Building example 1
Clothing
Stores
Telephone: 030679 82355. Mil: 9679 82355
PVC signs overlaid with vinyl
•• Blue- Cobalt Blue (GCS-37)
•• Red- Tomato Red (GCS-13)
•• Yellow - Yellow (GCS-15)
•• White - White (GCS-10)
Freight Distribution
Station Strapline
PVC sign
Painted sign
Building example 2
634
PVC sign
ROYAL AIR FORCE | RULES FOR USING OUR IDENTITY
58
Name badges
General Specification
These are the official name badges for personnel in or
working with the Royal Air Force. The aim is to bring
consistency to Royal Air Force uniform clothing whilst also
raising awareness of the Royal Air Force. These badges are
sanctioned to be worn with Royal Air Force uniform.
Plastic with square corners and 1mm bevelled edge and matt
laminate finish. Attached to uniform with suitable fastener.
The Generic Issue badge is for use by all Royal Air Force
personnel, whilst brevet badges are only for issue to the
Senior Leadership Team SLT and personnel serving
in an overseas appointment. Only the SLT badges
include rank.
Name badge artwork
Other than training schools who may wish to add rank/
heraldic badge as required for instructional staff, the design
is not to be modified in anyway.
Officers graduating from Initial Officer Training at RAFC
Cranwell are to be issued the generic badge at the start of
the course, replacing the original blue engraved badge.
Requests for badges are to be submitted to the Unit
Logistics/Supply organisation for procurement under the
Low Value Purchase process. Submissions are to specify
the badge version and the details of the individual(s)
name and, where appropriate, any brevet and rank details.
Units (staff at training schools, Armed Forces Careers Offices,
presentation teams etc.) are to fund badges from within
their own budgets.
Professional Production Files for use by contractors can be
requested from the Air Media Centre. The Clothing Role
Office (01452 886401) can provide advice and guidance
to Unit Supply staff regarding suitable contractors for the
supply of badges.
With the exception of the generic name badges, all are
75mm x 40mm including 1mm bevelled edge.
75mm
Air Vice-Marshal John Smythe
40mm
Artwork does not include 1mm bevelled edge
Font: Arial Narrow Bold
Pilot name badge
1mm
Colour (Pantone®)
Blue - 295 C Badge Front
Blue - 295 C Union Flag/Logo
Red - 186 C Union Flag/Logo
Gold - 103 C
CMYK Black - C0 M0 Y0 K100
CMYK White - C0 M0 Y0 K0
Air Marshal
John Smythe
Medic name badge
John Smythe
Generic badge
59
Legal, copyright, trade marks and licensing
Royal Air Force Publications & Media Legal Requirements
The Royal Air Force has a legal responsibility to uphold
United Kingdom and overseas law where applicable.
In addition, any material contained in Royal Air Force
publications must not damage the integrity of the
Royal Air Force.
It is the responsibility of the author to ensure that all
content, both images and text, conforms to all regulations.
All material should be approved for use and, if further
clarification is required, the documents and websites on the
useful links page should help resolve any uncertainty.
The following points provide a quick reference guide to
anyone wishing to undertake any publication or media for
the Royal Air Force.
••
••
All Royal Air Force publications and media materials
must legally conform to UK law, and where relevant,
the law of any overseas country in which the material is being distributed.
They should not feature classified information (text or images), unless the publication as a whole is itself classified to the same, or higher, level.
•• They must not contain images of minors without the written permission of their parent or guardian. The fact that such permission has been obtained should be recorded in the photographic metadata.
•• They must not contain images of service personnel
without written permission. The fact that such permission
has been obtained should be recorded in the photographic metadata. When used in recruitment or commercial material, further specific permission in writing must be obtained from the individual.
•• They must not contain images of the dead or wounded, nor depict Prisoners of War. The only exception to this is if
wounded individuals give their written consent for any such licensing.
•• Ensure we own full copyright for all Royal Air Force
publications and media content, or are licensed to
use third party content. Any license conditions (for
example, requirements concerning the labelling of third
party copyright material) must be complied with rigorously.
•• Royal Air Force publications and media must not contain any other organisation’s corporate identity without their written permission.
Defence Intellectual Property Rights (DIPR)
Defence Intellectual Property Rights (DIPR), part of the
Director General Defence Commercial organisation, gives
professional advice to the MOD (and other Government
departments) on patents; trademarks; copyright; design
rights; commercially confidential information, and foreign
export controls on technical information. In particular,
DIPR provides support on IPR provisions in business cases
(procurement strategies), contracts and MoUs; Technical
Assistance Agreements; the use of third party IP, and the
protection and licensing of MOD IP (including inventions,
Crown Copyright material and trade marks).
Use of Crown Copyright Material
by members of the Public
Defence Intellectual Property Rights has sole responsibility
within MOD to grant permission for the external use or
reproduction of Crown Copyright material, including
photographs, film footage, badges, text and drawings. For
permission to use or reproduce MOD material, the public
should email [email protected]
ROYAL AIR FORCE | RULES FOR USING OUR IDENTITY
60
Contact us
Directorate of Defence Communications
Air Media Centre
Royal Air Force Recruiting
1/A/17
MoD Main Building
Whitehall
London
SW1A 2HB
Head of Air Media Centre
Meteor Block
Room 19
Headquarters Air Command
RAF High Wycombe
Buckinghamshire
HP14 4UE
Head of Recruit Marketing
Royal Air Force Recruiting
Adastral Hall, PO Box 1000
RAF Cranwell
Sleaford
Lincolnshire
NG34 8GZ
Telephone: 01494 497201
Mil: 95221 7201
Telephone: 01400 266763
Mil: 95751 6763
Fax: 01400 262220
Telephone: 0207 8070861
Mil: 9621 70861
Fax: 020 7218 4920
Royal Air Force | Rules for using our identity. Version 1.6 April 2014
Produced for DMC PR (RAF) by Air Media Centre, HQ Air Command. 0448_12DM © UK MOD Crown Copyright, April 2014

Royal Air Force | Rules for using our identity

Transcription

Similar documents

TOWNSHOES PARK ROYAL FIT OUT

Iluminate Your Style

MSLM Chamber Promo Sheet

Feature Sheet

Homes June 2013

WEDDINGS at ROYAL EXCHANGE

Royal LePage Dynamic Real Estate Brochure

130 Empire Ave

Royal LePage Burloak Real Estate Services, Brokerage

1677 Pillette Road