Brand Guidelines.
Our brand is our identity and enables us to build and maintain our profile within the areas we work. This guide will help you create the materials we use to communicate with our colleagues, partners and beneficiaries in a consistent and effective manner.
Principles. Our brand identity is not only the way we look. It s what we do, who we are and how we say it. We are: Transparent and accountable in everything we do Professional basing our actions on evidence to provide Inclusive facilitating effective engagement and Responsive to the needs and expectations of our strategic leadership, understanding colleagues, partners informed guidance and and beneficiaries credible programme management
1.0 Our Logo Our logo must not be changed in any way. The strapline, South East Midlands Local Enterprise Partnership should always be included. The SEMLEP logo should not feel overcrowded. Leave a clear space, the height of the S in the logo you re using, all the way around as shown. Please don t let anything get in the way and confuse the logo. The logo has a minimum size and must not be reduced to below 36mm wide in printed documents or 170 pixels on screen. Minimum size 36mm The logo has a minimum size it can be reduced down to which is 36mm. It must never be used smaller than this.
1.1 Our Logo A number of versions are available for use in different situations. Wherever possible, the colour version of the logo should be used. A mono option is available for use in black and white documents. Also available for use are Jpeg and PNG versions of the logos for digital use. SPOT BON_4865_Semlep_Logo_SPOT.eps CMYK BON_4865_Semlep_Logo_CMYK.eps MONO BON_4865_Semlep_Logo_Mono.eps RGB BON_4865_Semlep_Logo_RGB.eps CMYK White Out (Reverse) BON_4865_Semlep_Logo_CMYK_WO.eps White Out (Reverse) BON_4865_Semlep_Logo_WO.eps
1.2 Logo don ts! The appearance of the logo may not be modified or distorted in any way. It is imperative that nothing weakens the SEMLEP brand, this could easily happen through incorrect usage of the logo. use without the strapline change the colour stretch the logo shear the logo in any way use on a photographic background unless the contrast is high enough to make the logo completely readable. use the logo with an outline
1.3 Logo Partnership We work in partnership with government, other agencies and with different funding bodies. In many instances, we are required to adhere to their brand guidelines as well as our own. Branding partnerships include, but not limited to: Her Majesty s Government and Growth Deal, European Structural Investment Funds, Midlands Engine Investment Fund. SEMLEP will provide our communications protocol with accompanying branding guidelines and relevant logos. CMYK CMYK
2.0 Brand colours Grey Teal Green Magenta Orange C M Y K C M Y K C M Y K C M Y K C M Y K 52 22 30 74 90 20 40 0 48 0 94 0 25 100 0 0 0 50 100 0 R G B R G B R G B R G B R G B 43 67 69 0 153 160 129 192 56 173 0 122 247 148 29 HEX HEX HEX HEX HEX #2b4345 #0099a0 #81c038 #ad007a #f7941d
3.0 Brand Fonts Helvetica Neue Light for body headlines and body copy. Helvetica Neue Bold for sub headers. Helvetica Neue Heavy for page headers. Words on a page are part of our visual identity. Consistency is important to provide a uniform structure and reinforce our corporate identity across all our communications. For Print: we have chosen Helvetica Neue as our typeface. It is clear and legible. Please use the SEMLEP triangle (>) for bullet points and colour them appropriately. On screen: we have chosen Open Sans, a Google font that works alongside our Print font and is accessible for use on a wide range of browsers and applications. Internal templates: Arial is used in place of the professional print font for Microsoft applications such as Powerpoint and Word and email. It is universally available on all computers and is closely matched to our chosen print font. FOR PRINT Helvetica Neue Light Helvetica Neue Medium Helvetica Neue Bold Helvetica Neue Heavy Helvetica Neue Black INTERNAL FONTS - TEMPLATES Arial Arial Bold INTERNAL FONTS - ON SCREEN Open Sans
4.0 Brand Assets We have two brand banners that can be used on our documents to develop a consistent brand look and feel across the suite of our communications materials. They are purposely flexible to enable elements of the design to be used rather than the full banner.
4.1 Brand Assets Please see below some examples of how the brand assets can be used within a brochure. Images should be full colour. It is essential that any stock photography have the correct licensing and copyright agreements in place. When using conceptual images, it is important to use strong, clear images that support the message. Do not clutter documents with too many images. 5.2 Strategic transport infrastructure 5.2.1 Background and Achievements The South East Midlands benefits from a prime geographical position between London, Birmingham, Oxford and Cambridge, with excellent North-South links, including the M1, M40 and A1(M) and major rail routes (including the Midland, West Coast and East Coast Mainlines). The area also benefits from international connectivity through London Luton airport, rail links to Gatwick airport and St Pancras international rail services, and proximity to both Heathrow and Stansted airports. However, East-West transport links in the area are relatively weak, as shown in the Rail and Road Travel Time diagrams. Weak East-West transport links are further exemplified by the fact that only 1.7% of the resident workforce in the South East Midlands works in Oxford or Cambridge (0.4% when Aylesbury Vale and Cherwell are excluded), versus 5.1% in London5, despite the geodesic6 distances involved being relatively similar. Similarly, under 1% of the resident workforce living in Cambridge works in the South East Midlands, and the same is true of the resident workforce in Oxford (when Aylesbury Vale and Cherwell are excluded).7 This issue is recognised by the Department for Transport, which states that: Some of the fastest growing towns in England are located in a belt to the north of London. However, transport connections between cities such as Cambridge, Milton Keynes and Oxford are notably poor and create an artificial barrier between hubs of knowledge-based growth. 9 SEMLEP s 2014 Strategic Economic Plan (SEP) also recognised this issue and, since its publication, we have worked to champion the economic potential of improved East-West links to central government and other bodies, most notably the National Infrastructure Commission (NIC). 5.1 Introduction Growing places is all about investing in physical infrastructure, including transport, housing, utilities, digital infrastructure and social infrastructure such as schools, hospitals, leisure and community facilities. There is a substantial body of evidence around such infrastructure s importance to economic growth. For example, in its Fixing the Foundations report1, HM Treasury stated that: Infrastructure expands the productive capacity of the economy by reducing transaction costs and by integrating and enlarging markets. It raises the returns on private investment and enables greater specialisation and economies of scale. Furthermore, evidence2 suggests that whe a place is growing fast, as is the case in the South East Midlands, investment in infrastructure is key to mitigating constraints upon growth, and is likely to be cost effective in terms of providing productivity improvements. Infrastructure improvements will also be critical in supporting new economic opportunities and sectors, for example through access to new technologies, and in facilitating the provision of new commercial floor space. Indeed, in a 2015 survey, South East Midlands businesses ranked Delivering infrastructure improvements to encourage business and economic growth as the second most important area of focus for SEMLEP.3n Growing places is all about investing in physical infrastructure, including transport, housing, utilities, digital infrastructure and social infrastructure such as schools, hospitals, leisure and community facilities. There is a substantial body of evidence around such infrastructure s importance to economic growth. For example, in its Fixing the Foundations report1, HM Treasury stated that: Infrastructure expands the productive capacity of the economy by reducing transaction costs and by integrating and enlarging markets. It raises the returns on private investment and enables greater specialisation and economies of scale. Furthermore, evidence2 suggests that whe a place is growing fast, as is the case in the South East Midlands, investment in infrastructure is key to mitigating constraints upon growth, and is likely to be cost effective in terms of providing productivity improvements. Infrastructure improvements will also be critical in supporting new economic opportunities and sectors, for example through access to new technologies, and in facilitating the provision of new commercial floor space. Indeed, in a 2015 survey, South East Midlands businesses ranked Delivering infrastructure improvements to encourage business and economic growth as the second most important area of focus for SEMLEP.3n This chapter sets out plans for strengthening infrastructure in the South East Midlands. It concentrates mainly upon transport and housing, but also looks at digital and social infrastructure, and utilities. Commercial and green infrastructure are covered elsewhere in this document.4 However, as outlined earlier, we will bring these strands together when planning and delivering growth in the area. 5.2 Strategic transport infrastructure 5.2.1 Background and Achievements The South East Midlands benefits from a prime geographical position between London, Birmingham, Oxford and Cambridge, with excellent North-South links, including the M1, M40 and A1(M) and major rail routes (including the Midland, West Coast and East Coast Mainlines). The area also benefits from international connectivity through London Luton airport, rail links to Gatwick airport and St Pancras international rail services, and proximity to both Heathrow and Stansted airports. However, East-West transport links in the area are relatively weak, as shown in the Rail and Road Travel Time diagrams. Weak East-West transport links are further exemplified by the fact that only 1.7% of the resident workforce in the South East Midlands works in Oxford or Cambridge (0.4% when Aylesbury Vale and Cherwell are excluded), versus 5.1% in London5, despite the geodesic6 distances involved being relatively similar. Similarly, under 1% of the resident workforce living in Cambridge works in the South East Midlands, and the same is true of the resident workforce in Oxford (when Aylesbury Vale and Cherwell are excluded).7 This issue is recognised by the Department for Transport, which states that: Some of the fastest growing towns in England are located in a belt to the north of London. However, transport connections between cities such as Cambridge, Milton Keynes and Oxford are notably poor and create an artificial barrier between hubs of knowledge-based growth. 9 SEMLEP s 2014 Strategic Economic Plan (SEP) also recognised this issue and, since its publication, we have worked to champion the economic potential of improved East-West links to central government and other bodies, most notably the National Infrastructure Commission (NIC). 5.2 Strategic transport infrastructure The South East Midlands benefits from a prime geographical position between London, Birmingham, Oxford and Cambridge, with excellent North-South links, including the M1, M40 and A1(M) and major rail routes (including the Midland, West Coast and East Coast Mainlines). The area also benefits from international connectivity through London Luton airport, rail links to Gatwick airport and St Pancras international rail services, and proximity to both Heathrow and Stansted airports. However, East-West transport links in the area are relatively weak, as shown in the Rail and Road Travel Time diagrams. Weak East-West transport links are further exemplified by the fact that only 1.7% of the resident workforce in the South East Midlands works in Oxford or Cambridge (0.4% when Aylesbury Vale and Cherwell are excluded), versus 5.1% in London5, despite the geodesic6 distances involved being relatively similar. Similarly, under 1% of the resident workforce living in Cambridge works in the South East Midlands, and the same is true of the resident workforce in Oxford (when Aylesbury Vale and Cherwell are excluded).7 This issue is recognised by the Department for Transport, which states that: Some of the fastest growing towns in England are located in a belt to the north of London. However, transport connections between cities such as Cambridge, Milton Keynes and Oxford are notably poor and create an artificial barrier between hubs of knowledge-based growth. 9 5.1 Introduction Growing places is all about investing in physical infrastructure, including transport, housing, utilities, digital infrastructure and social infrastructure such as schools, hospitals, leisure and community facilities. There is a substantial body of evidence around such infrastructure s importance to economic growth. For example, in its Fixing the Foundations report1, HM Treasury stated that: Infrastructure expands the productive capacity of the economy by reducing transaction costs and by integrating and enlarging markets. It raises the returns on private investment and enables greater specialisation and economies of scale. Furthermore, evidence2 suggests that whe a place is growing fast, as is the case in the South East Midlands, investment in infrastructure is key to mitigating constraints upon growth, and is likely to be cost effective in terms of providing productivity improvements. Infrastructure improvements will also be critical in supporting new economic opportunities and sectors, for example through access to new technologies, and in facilitating the provision of new commercial floor space. Indeed, in a 2015 survey, South East Midlands businesses ranked Delivering infrastructure improvements to encourage business and economic growth as the second most important area of focus for SEMLEP.3n