GUIDELINES. Internal signage guidelines

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Ashlyn Brown
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1 GUIDELINES

2 St John Ambulance Why this guide matters Whenever people come into contact with St John

Hundreds of thousands of people come through our doors every year, and we want to make sure that

2 2 St John Ambulance Why this guide matters Whenever people come into contact with St John Ambulance, it s important that they re able to immediately understand what kind of organisation we are, and what we re trying to achieve. Our buildings are one of the best opportunities we have to show people what we re all about. Hundreds of thousands of people come through our doors every year, and we want to make sure that the story we tell them once they re inside is inspirational, and that we tell it consistently. By doing this, we can unite those who work for us, and inspire those who support us.

3 3 St John Ambulance Contents A note on balance A little about our brand 4 How to use this guide 5 Your building blocks 6 putting it into practice 7 using the logo 8 partitions 9 using messaging, quotations and object photography 11 Calls to action 18 First aid advice 20 Fact tiles 21 Other signage 22 Contact 26 This toolkit contains a number of different elements. Together, they present a full picture of our work, so make sure that you incorporate as many different elements as you can into the space. A word of caution, though too much branding can be overwhelming. Don t try to cram too much into your space: less can sometimes be more.

4 4 St John Ambulance A little about our brand Our brand isn t just a logo or a colour scheme it s our face to the world. With that in mind, we ve created a fresh, clean and modern look for St John Ambulance, and a new tone of voice that ensures we sound as confident and engaging as we look. All the elements of our brand combine to communicate who we are, which is why we need to use them consistently, and put them together in the right way. We ve taken some of those elements to create these guidelines, which provide you with all the tools you need to create vibrant and practical spaces.

5 5 St John Ambulance How to use this guide This document shows you all the different elements you can use when you re branding a building, along with practical guidance on how to put it into practice. The Brand team at NHQ holds.eps design files for all the branding elements featured in this guide. Once you ve decided what branding you d like in your building, get in touch with them by ing brandcomms@sja.org.uk - they ll provide you will all the content you need and explain how to use it. Give this guide and the artwork files to your signage provider (the Brand team can recommend one). Make sure you get them to send the artwork proposal to the Brand team to review, before any signage goes into production. Although no two St John Ambulance buildings are the same, we want them all to tell the same story. That s why we ve developed a single set of messages and accompanying images for you to use the full selection is included in this guide.

6 6 St John Ambulance Elements of our brand Logo The most important and memorable part of our visual identity. Colours Inspired by our volunteer uniform, our colour palette is vibrant and versatile. PMS 7482 CMYK C: 90 M: 0 Y: 93 K: 0 PMS 341 CMYK C: 95 M: 5 Y: 82 K: 24 PMS 396 CMYK C: 10 M: 0 Y: 95 K: 0 Illustration Our first aid illustrations are clean and clear, and help teach people life saving skills. Photography Object photography adds interest, energy and wit to our buildings. PMS Black CMYK C: 0 M: 0 Y: 0 K: 100 PMS Cool Gray 7 CMYK C: 0 M: 0 Y: 0 K: 40 PMS White CMYK C: 0 M: 0 Y: 0 K: 0 Chevrons We ve created a bold and striking graphic motif, based on the green and yellow stripes of our ambulances. Typeface Our font, Whitney, is confident and contemporary, energetic and easy to read. We use capital letters in our headline font throughout our buildings to ensure our messages have a real impact.

7 7 St John Ambulance Putting it all into practice

8 8 St John Ambulance Using the logo The logo should feature prominently so that it s visible to anyone when they first enter the building. Logo Messaging should be displayed on the feature walls but, for accessibility reasons, it may only ever be used on a white background. If you are overlaying messaging onto a feature wall, please use one of the simpler chevron patterns. Centre horizontally within space Centre vertically within space

9 9 St John Ambulance partitions Solid or glazed walls are a great place to start applying the new brand. On a glazed wall our chevrons can create a bold and striking graphic motif that gently ties in to our brand without being too loud. Chevrons on glazed partitions should be frosted adhesive vinyl. Chevron patterns Clear, frosted adhesive vinyl on glass

10 10 St John Ambulance solid and glazed partitions Examples Add colour to your building by turning an unbroken expanse of solid wall into a feature wall. Feature walls can be bright green, yellow or white. Create the chevron pattern by overlaying gloss adhesive vinyl on a painted wall. Chevron patterns Clear, frosted adhesive vinyl on painted walls

11 11 St John Ambulance Using messaging, quotations and object photography We ve developed a set of bold new messages and complementary images that talk about important aspects of our work, our goals and aspirations. Turn to p12 to choose the messages that are right for your building. We use our headline style (Whitney Black font, capital letters) for most of our internal messaging and incorporate the full range of our colour palette to help make an impact. With the exception of quotation marks and quote attribution, each line should be exactly the same width (600mm 650mm), with no font any smaller than 55mm in height. The messaging should be vertically and horizontally centred on the wall as well. Messaging should be displayed on the feature walls but, for accessibility reasons, it may only ever be used on a white background. Please use one of the simpler chevron patterns if you are overlaying messaging onto a feature wall.

12 12 St John Ambulance Using messaging Only Examples

13 13 St John Ambulance Using messaging and object photography Using images of objects can add interest, energy or wit to our messages. Make sure they are predominantly green, are on a white background, and have some clear relevance to the copy around them. Use them sparingly less is more.

14 14 St John Ambulance Using messaging and object photography examples

15 15 St John Ambulance Using messaging and object photography examples

16 16 St John Ambulance Using quotations People s stories are a really powerful way of demonstrating the impact first aid can have. These tend to be wordier than our other messages, so they work best in meeting rooms, or other areas where people will be spending long periods of time. Always make sure that their legibility is not compromised by any seating or table arrangements. Turn to p17 for the full selection of quotations.

17 17 St John Ambulance Using quotations Examples

18 18 St John Ambulance Calls to action We have created a number of calls to action, which remind people that, whatever their involvement with St John Ambulance, they are helping to save lives. This element of our internal branding incorporates a highlight effect. Always white copy on a black highlight block. Our calls to action can be created using vinyl stickers, overlaid on feature walls of any colour. Each black highlight block should be 230mm high.

19 19 St John Ambulance Calls to action examples

20 20 St John Ambulance First aid advice We are practical people, and we want our buildings to be practical as well. That s why our life size first aid advice illustrations are such an important element of our toolkit: they teach people a vital skill and, by promoting our free first aid app, they give them guidance on how to find out more. The illustrations should be life size, must only ever appear on a white background, and be positioned above any skirting boards. They should always be accompanied by the relevant advice and call to action. Illustrations for the following scenarios can be requested from the Brand team: Heart attack Choking CPR Bleeding Primary survey.

21 St John Ambulance Fact tiles Another practical element of our internal branding is small-scale (150mm) fact tiles against our chevron designs.

21 21 St John Ambulance Fact tiles Another practical element of our internal branding is small-scale (150mm) fact tiles against our chevron designs. They feature key statistics about our work and tell a great story. However, they need to be updated annually so please make sure you re able to do this before using them as part your building. For an up-to-date list of fact squares, contact the Brand team.

22 22 St John Ambulance Other signage With all other signage, the key is to keep it simple. We ve laid out some straightforward rules to ensure your signage is consistent and helps reinforce our brand identity.

23 23 St John Ambulance Other signage descriptor signs Signs should be white acrylic and no smaller than 400mm Text should be mm caps height Text should be aligned to the left (indented 10mm), and vertically centred X 40% width of sign Text should always be the bright green from our colour palette, in the Whitney Black headline font and entirely capital letters. Training department X X X

24 24 St John Ambulance Other signage door plaques Signs should be white acrylic and mm wide and 75mm tall Text should be 25mm caps height It should be aligned to the left (indented 6mm), and vertically centred (25mm from the top, 25mm from the bottom) Training department Text should always be the bright green from our colour palette, in the Whitney Black headline font and entirely capital letters.

25 25 St John Ambulance Other signage Compulsory signage It is a legal requirement under the Business Names Act 1985 that the full company name and registration information is displayed in a prominent place within a public area within a building. Therefore the following information needs to appear: St John Ambulance (company no ) Registered office: St John s Gate, Clerkenwell, London EC1M 4DA Registered charity no /1 Signs should be white acrylic with green and black text, and feature the SJA logo. 148mm St John Ambulance (company no ) Registered office: St John s Gate, Clerkenwell, London EC1M 4DA Registered charity no /1 105mm

26 St John Ambulance ContaCt details To order request your artwork signage files directly or supplier from our contact preferred details, national or signage to ask for supplier, help and advice

26 26 St John Ambulance ContaCt details To order request your artwork signage files directly or supplier from our contact preferred details, national or signage to ask for supplier, help and advice Jasmin on Design branding Limited, yoconr please building contact, contact Nick Kehoe the on Brand 0116 team: , or T: E To brandcomms@sja.org.uk ask for help and advice on branding your building, contact the brand team: T: E brandcomms@sja.org.uk

GUIDELINES. External signage guidelines

GUIDELINES. External signage guidelines GUIDELINES 2 St John Ambulance Contents A note on balance Why this guide matters 3 Using our logo 4 Our colours 5 Our typeface 6 Putting it all into practice 7 Principal eternal signage 8 Positioning 9