GUIDELINES. Temporary signage guidelines for marquees, banners and flags

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Marjorie Poole
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1 GUIDELINES for marquees, banners and flags

2 2 St John Ambulance Contents A note on balance Suppliers and procedures 4 Using Our Logo 5 Our Colours 6 Our typeface 7 Putting it all into practice 8 Power Flags 9 Pull up banners 10 Marquee design 11 First Aid Specific 11 general use 12 donor or sponsor 13 Contact Details 14 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.

3 3 St John Ambulance Why this guide matters At events across the country our marquees, banners and flags are one of the best opportunties we have to show people what we re about. It s important that our marquees, banners and flags are immediately recognisable, so that people can locate us quickly and easily especially where the focus of our presence is first aid. These guidelines will provide you with all the guidance you need to produce consistent and professional temporary signage for your events. How to use them Give this document to your local supplier, and make sure you get them to send any artwork they produce to the Brand team before anything goes into production. These guidelines should be regarded as mandatory unless special local circumstances apply if that s the case, please get in touch with the Brand team at NHQ. Contact To ask for help and advice, or have any questions about selecting a local supplier, contact the Brand team: T: E: brandcomms@sja.org.uk

4 St John Ambulance Suppliers and procedures This document has been compiled so that you can provide the information to a local supplier of your choice, therefore we are not recommending any

4 4 St John Ambulance Suppliers and procedures This document has been compiled so that you can provide the information to a local supplier of your choice, therefore we are not recommending any particular supplier. Should you want assistance, or have any questions about selecting a local supplier, please contact the Brand team who can provide support. As St John Ambulance marquees, banners and flags are produced by a range of suppliers, it is important that someone in the Brand team checks the proposed design before work begins to produce the marquee. Your marquee supplier will provide you with an electronic example of the proposed design, usually a pdf. Please forward this by to brandcomms@sja.org.uk so that the team can check that it makes proper use of the brand identity and that it is consistent with other designs. Find out more.

5 5 St John Ambulance Using Our Logo The only version of the St John Ambulance logo to be used for building signage is the 3D version; this refers to the 3D-effect sheen within the roundel. Wherever possible we use the black verison of our logo. However when this is not possible we use the white version. Please contact the Brand team for vector files of the logo. The exclusion zone The logo must always be surrounded by an exclusion zone to ensure that it has maximum visual impact. Never position any other type, matter or graphic device within the pre-defined exclusion zone. Black version showing the ideal exclusion zone x x x White version showing the ideal exclusion zone exclusion zone When creating signage, the exclusion zone can be calculated by taking the measurement X from the letter m in the word Ambulance as shown. The words St John Ambulance in the logo are not in Whitney font. Never try to recreate the words St John Ambulance in the logo using Whitney font; always use the approved artwork. x x x exclusion zone These versions are old and should not be used

6 St John Ambulance Our Colours Everyone recognises the St John Ambulance green all our volunteers wear it and it s at the heart of our colour palette.

6 6 St John Ambulance Our Colours Everyone recognises the St John Ambulance green all our volunteers wear it and it s at the heart of our colour palette. Depending on what sort of materials we re producing, we can brighten the mood with yellow, or tone it down with neutral grey. PMS 7482 CMYK C: 90 M: 0 Y: 93 K: 0 RAL 6037 PMS 341 CMYK C: 95 M: 5 Y: 82 K: 24 RAL 6016 PMS 395 CMYK C: 10 M: 0 Y: 95 K: 0 RAL 1016 Here are the Pantone, CMYK and RAL references for all six colours. Example The inspiration behind our colour palette PMS Black CMYK C: 0 M: 0 Y: 0 K: 100 RAL 9005 PMS Cool Gray 7 CMYK C: 0 M: 0 Y: 0 K: 40 RAL 7004 PMS White CMYK C: 0 M: 0 Y: 0 K: 0 RAL 9016

7 7 St John Ambulance Our typeface We ve chosen a typeface that will be instantly recognisable as St John Ambulance. It s confident and contemporary, energetic and easy to read. The name of the font is Whitney, and we use it in different ways depending on whether it s for a headline or body copy. Example Headline example Headline We ve made headlines into a central element of our visual identity, using them to create impact and a forceful first impression. That s why we use only capital letters for headlines, not lower case. This version of the Whitney font is called Whitney Black, but as you can see, we can also use it in bright colours, making the most of our colour palette. Whitney Black ABCDEFGH IJKLMNOP QRSTUVW XYZ !? Body copy The two versions of Whitney we use for body copy are Whitney Book and Whitney Semibold. Whitney Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()? Whitney Semibold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz !@ $%^&*()?

8 Putting it all into practice

9 9 St John Ambulance Power Flags For outdoor events a power flag is a great way to add a splash of colour and show people where we are. There is a template available for these, please contact the Brand team who will be able to supply you with this for your local supplier.

10 10 St John Ambulance Pull up banners These are for indoor events where we need to show people that they ve arrived at a St John Ambulance event (eg. outside a meeting room at a non-st John Ambulance location where we re running a training session), or just for a bit of background branding (eg. at an expo). There is a banner template available, so please contact the Brand team who will be able to supply you with this for your local supplier. Find out more.

11 St John Ambulance Pull up banners Other examples

11 11 St John Ambulance Pull up banners Other examples Download our free first aid app today. If you re aged between 5 and 17, our youth programmes will teach you how to save lives so you can be a real life superhero. We ll give you everything you need to teach your students life saving skills. sja.org.uk/schools

12 St John Ambulance Marquee design First Aid Specific Use these designs at events where we re providing first aid. It s important that people who need first aid can locate us quickly and easily.

12 12 St John Ambulance Marquee design First Aid Specific Use these designs at events where we re providing first aid. It s important that people who need first aid can locate us quickly and easily. Having our logo on the canopy at the top helps people see where we are from a distance, and having FIRST AID clearly printed on the top of the marquee makes our purpose clear. On the side panels you can use messaging that relates to first aid provision speak to the Brand team to get hold of these. Front elevation Side elevation Left / right FIRST AID FIRST AID FIRST AID Side elevation Front elevation Side elevation

13 13 St John Ambulance Marquee design general use For our general use marquees we can be a little bit more playful. If a marquee isn t being used for first aid i.e. for fundraising or an event this design has more general branding. Front elevation Side elevation Right Side elevation Front elevation Side elevation

14 14 St John Ambulance Marquee design donor or sponsor If your marquee has been donated or sponsored by a local company or organisation, and you want to accredit them on the marquee, you can replace the St John Ambulance wording on the top of the marquee with the name and, if you wish, logo of the donor or sponsor. The text must be Whitney Semibold and shoud fit onto one line, it should also explain what the relationship is between St John Ambulance and the third party. For example by including the words Donated by or Sponsored by. Any third party logo must be no bigger than the size of an A4 piece of paper (297 x 210mm), and never more than 75% of the size of the St John Ambulance logo. Logo Donated by Acme Ltd Side elevation

15 15 St John Ambulance Contact Details To request artwork files, or to ask for help and advice on temporary branding, 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