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 Secondary signage 10 Projecting wall sign 10 Directional signs 11 Monolith signs 12 Freestanding signs 13 Location signs (main entrance) 14 Internal descriptor signs 15 Eternal descriptor signs (long signs) 16 Display frames 17 Vinyl window graphic 18 Rules and regulations 19 Contact Details 20 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 St John Ambulance Why this guide matters Our buildings are one of the best opportunities we have to show people what we re all about. That s why it s important that they re immediately recognisable, welcoming, and present the organisation in the best possible light. These guidelines will provide you with all the guidance you need to produce consistent and professional eternal signage for your building. How to use them Give this document to your signage supplier (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. 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.
4 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 eclusion zone The logo must always be surrounded by an eclusion zone to ensure that it has maimum visual impact. Never position any other type, matter or graphic device within the pre-defined eclusion zone. Black version showing the ideal eclusion zone White version showing the ideal eclusion zone eclusion zone How not to use the logo Wherever possible the black version of the logo should be used. Please do not use old versions. The only eception to using the logo in its entirity is the projecting wall sign (see page 10), which solely represents the roundel. If you are concerned that the primary version of the logo will not fit into the space you have available, please contact the Brand team to discuss your requirements. When creating signage, the eclusion zone can be calculated by taking the measurement 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. eclusion zone Eample These versions are old and should not be used
5 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 si colours. Eample 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
6 St John Ambulance Our typeface We ve chosen a typeface called Whitney that will be instantly recognisable as St John Ambulance. It s confident and contemporary, energetic and easy to read. This should be used for all tet on St John Ambulance signage. Use Whitney Semibold in title case for signs as it s easier to read than uppercase. Please note: Never recreate the words St John Ambulance in the logo using the Whitney font. Always use the approved artwork. Whitney Semibold ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwyz 1234567890!@ $%^&*()? Our typeface In detail Tet on signage All tet on signage should be clear and concise. Please refer to our writing style guides on the resource site for clarification. Additional points to consider are: Always left align tet. Don t justify or centre your tet Do not use the ampersand ( & ) symbol. Use and instead Forward slashes don t need a space either side There is only one space after a full stop, not two Do not use full stops on the ends of points of lists on signage; not even on the last point As a general rule, only the first word of a point on signage takes a capital letter Font sizes Reading distance and letter size need to be taken into account to provide adequate signage for people with differing levels of vision. The minimum recommended letter sizes for tet on St John Ambulance signage is: Long distance reading 150mm caps height (Such as building entrances) Medium range reading 50 100mm caps height (Such as reception ID signs and directional signs in corridors) Close up reading 15-25mm caps height (Such as directories and wall mounted information signs) Also, remember: Consistent line spacing is essential and should be set no less than 1.5 Symbols should be at least 100mm in overall height.
7 St John Ambulance Putting it all into practice
8 St John Ambulance Principal eternal signage Our logo is the most recognisable aspect of our corporate identity, and so we ve made it a key part of our eternal signage. The signage should be displayed prominently on the building, and be visible from as many of the main angles of approach as possible. Cross-section of the illuminated cut-out graphic The logo can either be printed onto a plain background panel, or recreated as a large three-dimensional cut out graphic in powder coated acrylic. Three sizes of the cut out graphic have been set to take into account a range of buildings: large (3,450 1,200mm), medium (2,300 800mm) and small (1,440 a 500mm). Do not alter the size ratio between the letterforms and roundel, or amend the logo in any way. The cut-out graphic can be illuminated or non-illuminated. The illuminated variant comprises a 3D roundel (back-illuminated to create a halo effect), plus individually cut 3D letterforms which house the light source for back illumination. Light is also emitted from the cross. The non-illuminated version comprises a 3D roundel and individually cut 2D letterforms. Roundel profile 3D Letterform profile Cross-section of the non-illiminated cut-out graphic Roundel profile 2D Letterform profile
9 St John Ambulance principal eternal signage Positioning An invisible eclusion zone needs to be in place around all applications of the logo. The eclusion zone needs to be adhered to whether the logo is placed directly onto a building (as in the three-dimensional cut-out design), or placed onto a plain background panel. Eample 1 Never position any other type, matter or graphic device within the pre-defined eclusion zone. When creating signage, the eclusion zone can be calculated by taking the measurement from the letter m in the word Ambulance. Here are some eamples of how to apply signage to building eteriors. The sign needs to be clearly visible, so positioning and size are key as well as deciding which sign you are going to use. Eample 2
10 St John Ambulance Secondary signage Projecting wall sign Where the surface area on a building is limited, the roundel element from the St John Ambulance logo can appear as a projecting wall sign. There are two versions of the projecting wall sign: illuminated and non-illuminated. This projecting wall sign can only be used on buildings where the full logo already appears prominently as 3D cut out graphic signage or 2D/3D graphic panel signage. Here s a guide to how large the projecting wall sign should be: Format Size 1 Size 2 Size 3 measurement 1,200mm 800mm 500mm Front view Profile
11 St John Ambulance Secondary signage Directional Signs Please use the ISO 7001 recommendation for arrows, which is a solid arrow whose ends are parallel to the main stem, not cut off at 90 degrees. The standard direction sign should always be black copy on a white background, and should not include the St John Ambulance logo. Monolith signs are available from most signage suppliers; see p17 for information on sign dimensions. Correct Incorrect Standard direction sign Reception Car park Visitor parking Direction monolith CAR PARK RECEPTION EIT
12 St John Ambulance Secondary signage Monolith signs Monoliths can be used at our larger centres to show a list of where things are. For monoliths of different sizes, refer to the Monolith dimensions (bespoke) diagram: Calculate the height of the black section as 20% of the height of the sign The height of the roundel (Y) in the logo is two thirds, or 66.6%, the height of the black section Use a measurement of taken from the letter m in the word Ambulance as an eclusion zone above and below the logo Illuminated versions highlight the tet, cross and halo. For this option, use a lightbo which leaves the cross and tet showing through, cover the remainder in black and apply vinyl to the halo section as shade out. Only the St John Ambulance logo should appear in the black panel at the top of the sign. Tet should be at least 150mm caps height, and aligned left, apart from on the directional monolith where the direction of the arrows will dictate whether the tet is aligned left or right. 1500 300 800 50 200 50 200 20% of height ¼ Y ¼ Centre the logo The width of the logo dictates the width of the tet bo. Please refer to the arrow design guidance. Only black and white can be used on these signs. Suggested materials: aluminium or acrylic, wrapped around aluminium poles. 300 20% of height Monolith dimensions (for a 1500 800mm monolith sign) Monolith dimensions (bespoke)
13 St John Ambulance Secondary signage Freestanding signs Use these signs in outside areas (for eample car parks) to welcome people into the building and show them they re at the right place. The height and width of your freestanding sign will depend on where you plan to position it. The two diagrams indicate general sizes for either tall or small signs. 800 1100mm 1000mm Tet should be at least 150mm full caps height and aligned left. The sign should be white, with black tet. There are no eceptions to these colours. Suggested materials: acrylic panel with brushed aluminium poles. Templates are available for these. Contact brand@sja.org.uk 1500 2000mm 08700 10 49 50 sja.org.uk 9000mm 08700 10 49 50 sja.org.uk Please note: you should only use either the national St John Ambulance 08700 phone number or a regional contact number.
14 St John Ambulance Secondary signage LoCAtion signs (main entrance) Use location signs to welcome people and show them where you are. These are best placed by the main entrance door, which leads to the reception. Tet must be at least 50 100mm caps height and aligned left. Suggested material: acrylic. 594mm Centred logo Dimensions given are a default size (A2), although signs can be smaller or larger to fit space available, providing proportions are retained. Templates are available for these. Contact brand@sja.org.uk 08700 10 49 50 sja.org.uk 420mm Please note: you should only use either the national St John Ambulance 08700 phone number or a regional contact number.
15 St John Ambulance Secondary signage Internal descriptor signs Use internal descriptor signs to help guide people around your building. Tet should be 50 100mm caps height and aligned left. Suggested materials: acrylic, foame. Templates are available for these. Contact brand@sja.org.uk 2 Training Department
16 St John Ambulance Secondary signage Eternal descriptor signs (long signs) Use eternal descriptor signs to help guide people around your buidling. The tet should be set in Whitney Black. Tet must be at least 50 100mm caps height and aligned left. Suggested material: acrylic. Templates are available for these. Contact brand@sja.org.uk 2 Warehouse Entrance
17 St John Ambulance Secondary signage Display frames Two styles of notice board are available from our preferred supplier, NSI: An internal notice board (comprising four lockable A4 display frames, intended to display internal communications materials). 590mm 25mm 1670mm An eternal notice board (comprising three lockable A2 display frames, intended to display SJA posters aimed at an eternal audience, artwork for which can be provided by NHQ). 980mm 2600mm 08700 10 49 50 sja.or.guk 1800mm Internal display frame Eternal display frame
18 St John Ambulance Vinyl window graphic Vinyl window graphics can be used on windows, on glass doors or panels, or as stand-alone signage. They add drama, interest, and a little bit of fun to the work environment. Glass door signage Stand-alone signage Our chevrons and logo can be applied to a glass or acrylic panels. The diagram on the right indicates the size of the logo in relation to the size of the panel. Glass doors and panels The logo must appear within (at least) the average eye line, which is between 1400mm and 1700mm from floor level. Centred vertically Centred horizontally
19 St John Ambulance Rules and regulations There are a number of elements to consider when producing your signage. The Town and Country Planning Advertisement Regulations define all eternal signs as advertisements; appropriate planning consent may therefore be required for your proposed signage. You should also be aware that, in certain circumstances, other forms of statutory consent may be required including, for eample, Listed Building and Highways consent. In all situations where you intend to erect signage, either on a building or site (including replacement signs), you should first consult with your local planning authority to establish what, if any, statutory consents may be required. It is always helpful in undertaking these discussions to show the local planning officer a drawing and other relevant details of what you propose. The detail contained in these guidelines will enable you to achieve this. Some signage contractors are able to undertake this consultation process and obtain the necessary consents on your behalf. However, you should remember that St John Ambulance remains legally responsible for ensuring that all necessary consents have been obtained prior to the erection of any such signage. In more comple cases, for eample with listed buildings and within conservation or other special areas including national parks, you should consider instructing an appropriately qualified professional adviser to act on your behalf in obtaining all the necessary consents. You should allow sufficient time for this process which, dependent on the type of consent concerned, may take as little as two months, or, in more comple cases, a considerably longer time frame.
20 St John Ambulance ContACt details To request order your artwork signage files, directly or to from ask for our help and advice preferred on national branding signage your building, supplier, contact the : Jasmin Design Limited, please contact Nick Kehoe on 0116 402 7022, T: or 020 email 7324 nick@jasmin-design.uk 4205 E brandcomms@sja.org.uk To ask for help and advice on branding your building, contact the brand team: T: 020 7324 4205 E brandcomms@sja.org.uk