Our corporate identity guidelines make sure that use of the council’s logo and branding is correct and consistent for all of the leaflets, brochures, publications, signage, etc that we produce. 

Amongst many other reasons, this gives the council a character and an identity that people can recognise and relate to. 

The guidelines also outline how we aim to make sure all our marketing and information material, as well as all general communication with residents, is clear, user-friendly and accessible to all. 

Key points from the guidelines include:

• Use of the council logo
  • It must be included prominently in all literature and advertisements
  • It must be used in one of three colour combinations only: in the corporate ‘aqua’, black on a white background or white on a black / coloured background
  • It must have an acceptable ‘control field’ around it to ensure it is clear and distinctive
  • In cases where the logo needs to be displayed alongside another organisation’s logo, it must have equal prominence
  • The logo must not be used by any organisation outside of the council without prior permission from the communications team.

• Colours
  • Colours used on council literature must provide an acceptable contrast and compliment the council’s brand. There are several approved colours.

• Fonts
  • The corporate font is Arial (or Helvetica). This is a sans-serif font and one of the easiest to read
  • All text should be at least 12pt
  • The colour of the text must be of a suitable contrast to the background colour.

• Writing style
  • Avoid blocks of capital letters, as well as unnecessary capital letters (particularly within sentences) – They interrupt the flow of reading.
  • Avoid justified text to prevent uneven word spacing
  • Make sure everything is written for the audience it is intended for.  All council literature should be in plain English.

• Translation
  • The council does not routinely translate literature, but can do so on request
  • All public information leaflets should feature the statement: If you would like this information provided in another language or format including large print, Braille, audio or British Sign Language please telephone 01925 443322.

The communications team is the guardian, and champion, of the council’s brand.