Corporate guidelines Rules of the house - what our corporate identity means and how to use it
02: Introduction 03-06: The logo & how to use it 07: The SYHA World 08: The Colour Purple 09: Departmental colours 10: Font & layout 11: Letter layout 12: Designing banners 13: Designing job adverts
02: Introduction Reflecting our personality Strong, bold, modern & forward thinking Welcome to your new Housing Association Corporate Identity We hope you like it, enjoy using it and feel proud seeing it around. These guidelines are intended to introduce and explain the usage of the basic visual elements of the SYHA brand identity: the logo, colour, philosophy, the SYHA world and typography. This document is designed to give you the knowledge, confidence and ability to ensure that the SYHA brand is used in both a consistent and professional manner. The SYHA Brand is everything that defines the personality of our organisation. This includes: our name, logo, the publications we produce, the design work and photos we use, the language we communicate in, the buildings where we work, the staff we employ and the services we provide. The SYHA brand is fundamental in communicating the image of our organisation. The way we are seen and heard is the way people identify with us. For these reasons, we need to carefully control the use of the SYHA brand and prevent misuse. After reading the Rules of the House, if you need any further help or information, contact Georgina before you begin branding. Georgina Barrett Marketing Department 0114 2900 229 g.barrett@syha.co.uk
03: The Logo / Wordmark Getting our house in order The SYHA Wordmark The SYHA logo is the key identifier of our organisation, and so we need to ensure it looks perfect wherever it is used. The new logo is very versatile; there are various versions, all of which can be used in different ways; helping to ensure our documents remain looking fresh while remaining corporate. All of the variations can be found on the page 4, and are available on the marketing page of the intranet. Breathing Space Our logo needs room to breathe if it is to stand out and do its job of identifying our organisation. It is important that an area of clear space is left around the logo (see the X s on the example opposite) this space should not go over the side of the page (ensure it isn t outside the margin when printing) and should not be covered by images, text, other logos or anything else. Sizing So that the logo is clear, the smallest it can be used is at 9mm (this does not include the white border). We don t want our logo to overpower the page either, when you re using the logo on your communications material it should be no bigger than 20mm. *Occasionally the logo can be blown up to a huge scale (eg. If it s on the side of a transit van) 20 mm Logo/Wordmark - Primary application Logo size The size of the logo is always measured on the height of the capital SYHA element. The smallest reproduction size permissable is a width of 9mm as illustrated. 9 mm Clear Space Our logo needs room to breathe if it is to stand out and do its job of identifying our company. To formalise this clear space, we would prefer an area around the logo, defined by the height of the letter X, within which no other graphic elements (such as busy imagery or typography) should appear. X X X X
04: Basic elements Elements overview Here you can see the different variations of the logo. The new logo is as versatile as we are, and so there are several ways in which the logo can be used. These variations are all available, and should be used as building blocks for the new brand. All of the variations are available on the marketing page of the intranet. SYHA - Main Logo (with strapline) SYHA - Main Logo (with strapline) Reversed SYHA - Main Logo (no strapline) SYHA - Main Logo (no strapline) Reversed All the SYHA logos are available digitally in various formats
05: Basic elements Elements overview 2 Flexibility is one of the great features of the SYHA identity. Rigid and strict just isn t us. We want the freedom to work effectively wherever we re needed. Hopefully this guide will at least show some of the ways the new identity can be used. This is an example how the SYHA identity can be utilised effectively in a variety of ways All the SYHA logos are available digitally in various formats
06: Logo usage Correct way to use the logo Don t squash the logo House rules This is the most important information about how to use our logo. It is vital from the outset that all variations of the SYHA logo are used in the correct way as intended. When re-sizing the logo for your own needs, it is essential that you do not squash or squeeze the logo. Don t squeeze the logo How to pull the sides and how not to pull the top and bottom Always re-size the logo by pulling the corners. Do not resize the logo by pulling the top or bottom, as this distorts the logo and we do not want to be seen as squashed or squeezed.
07: The SYHA World Welcome to our World The SYHA Brand Mark The SYHA World has been designed especially for us. Its purpose is to sum up the variety of services we provide, the things we re passionate about and the different people we work with. The SYHA World is to be used on bigger items such as vans, promotional items, large signs and appropriate literature. Due to the small details on the SYHA World, it s not appropriate to be used everywhere. If you think you d like to use the SYHA World on something you re working on, give Georgina a call and she ll advise if it s suitable for your needs.
08: Corporate Colours 1 More Purple than Prince We ve moved into a new era of purple, but not just any purple; SYHA Purple. Primary Corporate Colour: SYHA Purple To be used mainly for titles Percentage Tints: SYHA Purple 30% To be used for subtitles Secondary Corporate Colour: SYHA Grey 9 To be used for other text SYHA Purple: RGB R: 81 G: 42 B: 91 PANTONE: 525 CMYK: C: 84 M: 100 Y: 45 K: 5 HTML: 512A5B This guide will ensure everything you do doesn t end up looking like a bar of Dairy Milk. When you re writing a document, your text should be in black, however for titles, subtitles, logos and for other various reasons you may need to use one of the other three colours. The chart opposite explains which colours and shades should be used at all times. For office use, you will tend to use the format RGB (Red, Green, Blue). To change you colour to the exact shade of RGB you need to select the colour tab, select more colours, select the custom tab, and then manually write in eg. Red: 81 Green: 42 Blue: 91. When you have done this once, it will save the shade for the rest of your document. You will only need to use the other formats of colours (eg. Pantone) if you are ordering print work, design work*, or other externally produced material. *Speak to Georgina before producing any external design work Colour matching Colour varies in shade and intensity according to the type of paper or material on which it is applied. Any sealants or varnishes used will also affect the final printed colour. To overcome this, all material produced must be visually matched to the PANTONE colour referencec or the four colour process (CMYK) values specified, as appropriate. SYHA Purple Tint: RGB R: 198 G: 180 B: 197 SYHA Grey: RGB R: 161 G: 150 B: 136 As above at 30% PANTONE: Warm Grey 9 CMYK: C: 84 M: 100 Y: 45 K: 5 CMYK: C: 0 M: 11 Y: 20 K: 47 HTML: A19688
09: Corporate Colours 2 Complementary colour palette SYHA is now purple. Just about everything we do is going to be purple, however in some instances there is a colour variation. Some departments have specific colours to help our customers identify with them. These colours will be used on certain documents, such as banners and to illustrate relevant pages of the new website. SYHA on the whole: Purple Housing Services: Green Care and Supported Housing: Pink Property Services/ Home Maintenance: Blue These Complementary Colours have been specially selected for separate departments within the association. To change your colour to the exact shade of RGB you need to select the colour tab, select more colours, select the custom tab, and then manually write in eg. Red: 81 Green: 42 Blue: 91. When you have done this once, it will save the shade for the rest of your document. You will only need to use the other formats of colours (eg. Pantone) if you are ordering print work, design work*, or other externally produced material. * Speak to Georgina before producing any external design work SYHA Housing Services green RGB R: 188 G: 190 B: 0 R: 87 G: 44 B: 95 SYHA Care and Supported Housing pink RGB R: 216 G: 0 B: 91 SYHA Property Services/ Home maintenance blue PANTONE: 583 PANTONE: 214 CMYK: C: 23 M: 0 Y: 100 K: 17 CMYK: C: 0 M: 100 Y: 34 K: 8 HTML: BCBE00 HTML: D8005B RGB R: 0 G: 143 B: 195 PANTONE: 313 CMYK: C: 100 M: 0 Y: 8 K: 13 HTML: 008FC3
10: Typography We ve gone Gothic Our new look goes wider than changing our logo; we re now typing in a new font. General text: Franklin Gothic Book Headings: Franklin Gothic Demi Franklin Gothic Book is our headline typeface and should be used throughout SYHA on everything from emails to policies to banners to our website. Franklin Gothic Demi is the font we use for titles and short headlines, examples include job titles on job descriptions, titles on policy documents and other short headlines that need to pack a punch. Highlighting If you need to use bullet points, make sure you use a l. Using chevrons, stars, or other coloured bullet points are off limits! If you need to number your points we ask you to use the following format: 1. 2. 3. 4. etc 1a. 1b. 1c. and so on. If you need a word or sentence to stand out make it bold. Don t underline it (because you re not a school teacher), don t italic it (because it s not the 80s), and don t write in capitals (it looks like your shouting louder than you need to). Other handy hints Always keep you text aligned to the left. Don t centre your text, it looks unpleasant and is difficult to read for people with visual impairments. Don t use Microsoft document templates for anything you do. Using templates will format all your work in a way that doesn t match the new brand. Using this guide will help you produce a corporate masterpiece, and if you re still stuck come and ask for help. The style of Franklin Gothic reflects our brand promise of a strong, professional and dependable organisation with clear communication. We use size 12pt Delivering font quality at all local times, livingexcept when writing for those with visual imparements, where we use 14pt Primary typeface Franklin Gothic Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()+? Secondary typeface Franklin Gothic Demi ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()+? Default and system typeface On the very rare occasions when the SYHA corporate typefaces are unavailable, we request that you use Arial. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()+? Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@ $%^&*()+?
11: Layout guidelines Looking the business Creating the right impressions in everything we say and do Whether you re sending an email or posting a letter, it s important that you go further than simply using the new letter headed paper and writing in the correct font. Letter layout is exceptionally important, to ensure your communications look professional at all times. The example opposite shows exactly how your written communications should look; there is also a template available on the marketing page of the intranet. Electronic letters must always be sent in PDF format, so that they cannot be edited by the recipient. Have a look at page 7 for further details about layout, highlighting and font. Six return keys from the top of the page will sit your address in the envelope window Text always aligned left, never centred Always use Franklin Gothic Book 12pt To continue on to a second or subsequent sheets, please insert 4 returns at the top of the next page
12: Layout guidelines Designing literature: Banners Making sure everything you do at SYHA looks simply smashing Whenever you produce anything at SYHA you must use the new corporate templates. All templates are available on the marketing page of the intranet. The examples on this page show how your banners should be laid out. If you are struggling to use the new templates, speak to Georgina for guidance. Insert the text onto the template. There are various templates available on the marketing page of the intranet inc. Powerpoint & policy documents
13: Layout guidelines Designing literature: Recruitment adverts Just the job Just as a CV (or application form) create the first impression to you as a prospective employee; recruitment adverts are the first impression we give out about working for SYHA. All templates are available on the marketing page of the intranet. The example on this page shows how your advert should be laid out. If you are struggling to use the new templates, speak to Georgina for guidance.
For more help or information contact: Georgina Barrett Marketing Department 0114 2900 229 g.barrett@syha.co.uk 43-47 Wellington Street, Sheffield,, S1 4HF Telephone: 0114 2900 200 Fax: 0114 2900 289 www.syha.co.uk enquiries@syha.co.uk