THE ROYAL NAVY WEBSITE STYLE GUIDELINES. BRd 9374 Annex A: The Royal Navy Website Style Guidelines
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1 THE ROYAL NAVY WEBSITE STYLE GUIDELINES BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
2 CONTENTS 1. Logo 1.1 Overview 1.2 Clear space 1.3 Logo size and positioning 2. Colours 2.1 Royal Navy colours 2.2 Royal Marines colours 3. Brand typeface 3.1 Overview 3.2 Example font sizes 4. Campaign typefaces 4.1 Engineers 4.2 Made In The Royal Navy 4.3 Digital brochures 5. Button styles 5.1 Primary button: Royal Navy 5.2 Secondary button: Royal Navy 5.3 Submit button 5.4 Primary button: Royal Marines 5.5 Secondary button: Royal Marines 6. Photography 6.1 Photography guidelines 6.2 Example imagery BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
3 LOGO BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
4 1. Logo 1.1 Overview This is our logo the primary element of our visual identity. It is based on the White Ensign, which has been the internationally recognised symbol of the Royal Navy since The logo is made up of a unique typeface and a re-creation of the White Ensign. Do not attempt to alter or recreate this logo. BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
5 1. Logo 1.2 Clear space CLEAR SPACE There must always be an area of clear space around the logo to ensure it stands out. The depth and width of this exclusion zone is determined by the height of the letter of N clear must always appear fromspace the word Navy, as shown here. around the An area logo to ensure that it stands out. The depth and width of the Therehas mustbeen never be anything elseby in this on any exclusion zone determined thespace, height of the N application of the This includes straplines. Thenever white be from the word Navy, aslogo. shown here. There must keyline (border) is anon integral of the logo of andthe can logo, anything else in this space any part application never be deleted. including straplines. The white keyline (border) is an integral part of the logo and must not be deleted. BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
6 1. Logo 1.3 Logo size and positioning The logo is used in a clear and consistent position on the top left hand side of the Royal Navy website. W: 100 px H: 119 px BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
7 COLOURS BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
8 2. Colours 2.1 Royal Navy colours 2.2 Royal Marines colours Navy Blue Dark grey White Dark green Dark grey White 0 / 23 / / 39 / / 255 / / 46 / / 39 / / 255 / 255 # # #ffffff #202E21 # #ffffff Tint of Navy blue Tint of grey Light grey Tint of green Tint of grey Light grey 15 / 37 / / 52 / / 241 / / 113 / / 52 / / 241 / 241 #0f253d # #f1f0f0 # # #f1f0f0 Secondary blue Red 49 / 115 / / 61 / 32 #3173b5 #c01f34 BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
9 BRAND TYPEFACE BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
10 3. Brand typeface 3.1 Overview The brand font used on the Royal Navy website is Whitney. This sans serif humanist web font is available in a number of weights from cloud typography service, Hoefler & Co. Whitney has been selected because it is specifically designed for legibility and editorial use in digital platforms. Rules Whitney Medium and Whitney Semi-bold are the approved weights for use on the Royal Navy website. All other weights of the typeface are not used. All headers use Whitney Semi-bold in upper case. For body copy, Whitney Medium is used in sentence case. Whitney Semi-bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Whitney Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz There are a number of different font sizes used across the Royal Navy website. To maintain consistency, these have been outlined in this document. Font licensing details In order to use Whitney, you will need purchase a desktop licence from Hoefler & Co, which entitles you to use the font for web applications. In doing so, you will be asked to sign a Standard End-user License Agreement, which will lay out all the terms of use. Individual desktop licenses are required for every computer that uses the font, including any third parties. The full licensing agreement can be found here. BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
11 3. Brand typeface 3.2 Example font sizes H1 Whitney Semi-bold Upper-case Size: 50px H3 Whitney Semi-bold Upper-case Size: 30px BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
12 3. Brand typeface 3.2 Example font sizes H1 Whitney Semi-bold Upper-case Size: 50px Body copy Whitney Medium Sentence case Size: 14px BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
13 3. Brand typeface 3.2 Example font sizes H1 Whitney Semi-bold Upper-case Size: 50px H2 Whitney Semi-bold Upper-case Size: 40px Body copy Whitney Medium Sentence case Size: 14px BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
14 3. Brand typeface 3.2 Example font sizes H3 Whitney Semi-bold Upper-case Size: 30px H4 Whitney Medium Upper-case Size: 21px H3 Whitney Semi-bold Upper-case Size: 30px BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
15 3. Brand typeface 3.2 Example font sizes H5 Whitney Semi-bold Upper-case Size: 18px H5 Whitney Semi-bold Upper-case Size: 18px H5 Whitney Semi-bold Upper-case Size: 18px H5 Whitney Semi-bold Upper-case Size: 18px BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
16 CAMPAIGN TYPEFACES BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
17 4. Campaign typefaces 4.1 Royal Navy Engineers Fonts for campaign landing pages may vary depending on the typeface that has been used for the above-the-line campaign. Franchise Bold was chosen as the Royal Navy Engineering campaign typeface by WCRS (the Royal Navy s above-the-line agency) and was used online to ensure campaign consistency. Note: Franchise Bold should only be used for work produced for the Royal Navy Engineers campaign. Franchise bold Aa BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
18 4. Campaign typefaces 4.2 Made In The Royal Navy Fonts for campaign landing pages may vary depending on the typeface that has been used on the above-the-line campaign. Vincent, a title case typeface, was chosen as the Made In The Royal Navy campaign typeface by WCRS (the Royal Navy s above-the-line agency) and was used online to ensure campaign consistency. Note: Vincent should only be used for work produced for the Made In The Royal Navy campaign. Vincent Aa BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
19 4. Campaign typefaces 4.3 Digital brochures Champion Gothic typeface has been used as the font for the Royal Navy digital brochure site. Note: Champion Gothic should only be used on the Royal Navy digital brochures. Champion Gothic Aa BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
20 BUTTON STYLES BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
21 5. Button styles 5.1 Royal Navy primary button Primary button Used on light background : 0 / 23 / 49 : # Primary button Used on dark background : 255 / 255 / 255 : #ffffff Rollover state For all dark blue, white and red button styles : 49 / 115 / 181 : #3173b5 5.2 Royal Navy secondary button Secondary button Used on light background : 0 / 23 / 49 : # Secondary button Used on dark background : 255 / 255 / 255 : #ffffff Rollover state For all dark blue, white and red button styles : 49 / 115 / 181 : #3173b5 5.3 Red button Red buttons are only used across the site for a strong primary action. e.g Apply now : 43 / 61 / 32 : #c01f34 BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
22 5. Button styles 5.4 Royal Marines primary button Primary button Used on light background : 32 / 46 / 33 : #202E21 Primary button Used on dark background : 255 / 255 / 255 : #ffffff Rollover state For all dark green, white and red button style : 49 / 113 / 64 : # Royal Marines secondary button Secondary button Used on light background : 32 / 46 / 33 : #202E21 Secondary button Used on dark background : 255 / 255 / 255 : #ffffff Rollover state For all dark green, white and red button style : 49 / 113 / 64 : # BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
23 PHOTOGRAPHY BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
24 6. Photography guidelines 6.1 Imagery Photography is a powerful way to communicate. The right photograph can speak volumes. When selecting images for the Royal Navy website, ensure you select a strong photograph that tells a story, is fit for purpose, meaningful and relevant, as well as being clearly from the Royal Navy. Always consider where the branding, navigation and page content will sit over the image. Image sourcing: All images used on the Royal Navy website should be from the official Navy sources. Official Royal Navy image library: Flickr: Homepage image example: Dimensions for header image: 1500px x 1090px. File type: All images should be saved as Jpegs. File size: When saving for web, there should be a balance between making the image file size as small as possible, and ensuring there is no real noticeable compression to the quality of the image. BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
25 6. Photography guidelines 6.2 Example imagery Careful consideration of photography is essential. Use interesting and engaging crops this can help focus the message of a photograph, giving it greater impact. Look for photographs that are dynamic and communicate energy this will reflect the role the Royal Navy plays and the exciting lives our personnel lead. Select images that are relevant, realistic and reflect the modern Royal Navy avoid Naval stereotypes. People are our most important asset, so make sure that you include images of our personnel. Photographs of kit should show it being used. Focus on the positive aspects of Royal Navy life and look to use imagery with a positive and clear message. Make sure that any imagery you select has a context. The reader should be able to grasp the story behind the photograph. When using photographs of weapons, ensure that the weapon is viewed from the side. If you are taking photographs, make sure you record the meta data (who, when, where) on the image file. BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
26 6. Photography guidelines 6.2 Example imagery BRd 9374 Annex A: The Royal Navy Website Style Guidelines May
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