Professional Documents
Culture Documents
02
Belfast
Brand
Guidelines
contents
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03
Belfast
Brand
Guidelines
WHY CREATE A bELFAST bRAND?
A city’s brand is an Belfast is changing. Investors
and millions of visitors are
extension of its reputation already discovering the new
reality and now is the time
for every aspect of city life. to boldly communicate our
success to the world.
enhanced by the positive the city has now reversed its fortunes
having enjoyed a decade of dramatic
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Belfast
Brand
Guidelines
ObJECTIVES FOR THE bRAND PROJECT
– to develop a brand which
would encapsulate and
communicate Belfast’s
unique qualities.
– to provide an effective
citywide identity for all
marketing activity.
– to enhance Belfast’s
reputation as a vibrant and
dynamic city.
– to contribute to the local
business sector and assist
in attracting investment in
the city.
– to highlight Belfast’s
attractions and promote it
as a great place to live, visit
or study.
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Belfast
Brand
Guidelines
THE MAKING OF OUR bRAND’S IDENTITY
Following the appointment of a leading brand consultancy in 2007 we embarked on an
extensive research and consultation programme, exploring perceptions and core values of the
Belfast brand with a total of nearly 3000 key stakeholders.
We needed Understanding
what people
and in-depth interviews with people turn presented and tested with a wide
drawn from across all sectors of our in focus groups with key stakeholders audience across all sectors including
from both
city region including the business from sectors including government, the business community in London
community, tourism and hospitality, development, education, business, and Dublin.
Belfast and culture and arts and youth groups. transport, community, tourism, media,
arts and culture. An online survey The preferred identity was further
We talked to visitors, investors, refined and officially launched as the
further afield potential visitors and potential
investors from ROI, GB, Europe
gave further opportunity to our target
market of media, visitors and investors Belfast brand in June 2008.
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Belfast
Brand
Guidelines
bRAND bENEFITS
Our new The process of introducing
and communicating the brand
brand is to key stakeholders will:
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Belfast
Brand
Guidelines
bRAND EXPERIENCE
For Citizens For Visitors For Investors
The time is right for us to build a Here, in its outstanding natural Belfast is a vibrant city full of
thriving, vibrant city. By bringing surroundings, is a dynamic city with a opportunity. A spirit of optimism and
together our strong sense of identity, big personality. Proud of its heritage, a real sense of purpose fills the air,
resilience, enterprise, renowned Belfast is alive with possibilities and inspiring enterprise, creativity
warmth and wit, we are seizing this open to change - vibrant, energetic and change.
opportunity with both hands. and exciting.
The people of Belfast - witty, lively,
Proud of our heritage, we embrace The people of Belfast provide a welcoming and determined - are
the future to build an even better welcome which is not just warm, proud of the city’s past, positive about
Belfast, providing a warm welcome but genuine and generous, inviting its future, and ready and able to seize
to visitors, an exciting environment for anyone and everyone to join in. Belfast the opportunities on offer. Now is the
business and a great place to live. provides a vivid and memorable time and Belfast is the place where
experience with new things to anything is possible.
discover every time you visit.
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Belfast
Brand
Guidelines
bRAND attributes
Welcoming, Optimistic, Enterprising,
Sociable, Determined, Inspiring,
Witty, Dynamic, Energetic,
Genuine Vibrant Bold
These reflect the warmth The city has a buzz. New A city built on enterprise
of the Belfast welcome and things are happening - there with a history rich in cultural
the openness of its social is a determination to keep and commercial inspiration,
fabric, that allows those from what is good and change the translates into a modern
the outside to quickly enter things that could be better. A society with new skills and
into the spirit of things and vibrant mix of old and new is energy, boldly making its way
experience genuine friendship visual proof of a dynamic city in today’s world.
and a little bit of Belfast’s reinventing itself.
unique wit.
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Belfast
Brand
Guidelines
bRAND
ELEMENTS
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Belfast
Brand
Guidelines
The Graphic identity
The graphic identity is the visual
interpretation of our brand. It projects
Belfast’s energy and optimism and
acts as the heart of the city, reflecting
its warm and welcoming nature.
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Belfast
Brand
Guidelines
Do not change the orientation of the
The logo word ‘Belfast’.
Our identity comprises the ‘B’ logo and a tagline. When using the ‘B’ without a
tagline there is only one format in which it should be used:
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Belfast
Brand
Guidelines
logo and tagline arrangement
There are Version 1 shows the logo with a
small tagline.
Version 3 shows how the logo
works rotated with a large tagline
with the
between logo and tagline. ‘Belfast’ inside the ‘B’ is
rotated 180°.
1 2
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Belfast
Brand
Guidelines
exclusion zones minimum size
An exclusion zone is in place to make sure that other graphic material or type The minimum size for identity usage Please seek permission to use the
does not interfere or detract from the identity. This exclusion zone should also is based on the ‘B’ measuring no less logo below the minimum size in
be the minimum when positioning the identity close to the edge of a page or than 15mm wide. This then governs exceptional circumstances. Below is a
trim area. The zone equates to a space that uses the width or height of ‘B’ – the minimum type size to use as the table of minimum logo sizes in relation
as shown below. tagline size is stipulated by the size of to the image area.
the word ‘Belfast’.
This is the recommended minimum area, wherever possible allow more space.
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Belfast
Brand
Guidelines
positioning
Below are some standard formats
displaying the minimum size when
the brand is being treated as the lead
message. The Belfast B should be
scaled to the various column widths
DL leaflet A5 brochure
and can move up or down within
those column guides (paying attention
to the exclusion zones.)
A4 poster
48 Sheet
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Belfast
Brand
Guidelines
taglines
Adding a strong positive statement Care should be taken when deciding The tagline should be no longer than The Belfast B should never be used
to the Belfast B (“Be”) call to action on the statement to ensure that the three words and always follows the as the first letter of a word.
transforms the logo into an invitation, message couldn’t be interpreted as a Belfast B. No words should ever
which can be adapted to suit negative one. precede the B.
particular campaign applications.
Negative Message
Belfast City Council and Metro present Belfast City Council and Metro present
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Belfast
Brand
Guidelines
taglines
Below is a selection of suggested taglines, these
are not exhaustive but offer a good indication as
to the tone they should take. ‘B part of it’ is our
default tagline.
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Belfast
Brand
Guidelines
Typography
A bespoke typeface ‘Moment’ has been created to accompany the new Primary Typeface
identity. ‘Moment’ must only be used for taglines and short headings, not for
Helvetica Neue bold
setting text. When using ‘Moment’ please pay particular attention to the kerning
ensuring spacing is consistent. ABCDEFGHIJKLMNOPQRSTUVWXYZ
For setting text, use the primary typeface Helvetica Neue. There are three abcdefghijklmnopqrstuvwxyz
weights available to give flexibility and impact. 1234567890
For setting text online please use Arial.
Helvetica Neue regular
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Moment Typeface
abcdefghijklmnopqrstuvwxyz
1234567890
nopqrstuvwxyz 1234567890
Online Typeface
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Moment typeface is available for download at:
http://www.belfastcity.gov.uk/brand/guidelines.asp abcdefghijklmnopqrstuvwxyz
1234567890
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Belfast
Brand
Guidelines
colour
A palette of 16 colours exists for the The logo may also be reproduced in When a tagline appears with the logo
identity. The logo can be reproduced gold (Pantone 871) or silver (Pantone both should remain the same colour.
in any of these colours. 877) for special items.
Fuchsia Grey Maroon Purple Racing Green Tree Green Slate Sand
Pantone 513 Pantone 5425 Pantone 222 Pantone 2607 Pantone 329 Pantone 7496 Pantone 444 Pantone 451
C58 M99 Y0 K0 C45 M16 Y9 K26 C20 M100 Y20 K63 C83 M100 Y0 K2 C100 M0 Y46 K46 C50 M6 Y99 K16 C45 M14 Y25 K48 C23 M15 Y51 K33
R142 G37 B141 R125 G154 B170 R106 G26 B65 R79 G11 B123 R0 G108 B103 R106 G127 B141 R116 G127 B129 R154 G153 B110
#9933CC #999999 #660033 #663399 #006666 #669900 #666666 #999966
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Belfast
Brand
Guidelines
USING THE IDENTITY ON COLOUR
When using the new identity on a On very light coloured backgrounds
coloured background, the preferred when white is not appropriate
colour for the identity would be white the colour for the identity should
for maximum contrast. complement the background colour.
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Belfast
Brand
Guidelines
USING THE IDENTITY ON PHOTOGRAPHS
When using the reversed new identity On very light photographic
on dark photographic backgrounds backgrounds, when white is not
the word ‘Belfast’ should either be appropriate, the colour for the identity
transparent or a strong contrasting should preferably be black to stand
solid colour from our palette to out from the background.
aid legibility.
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22
Belfast
Brand
Guidelines
CO-bRANDING options
Events and publications may be This should comply with all minimum
sponsored by a wide range of bodies, size and exclusion zone requirements.
each of which will require its brand
The Belfast identity should always
identity to appear on all types of
appear in the top left area of the
marketing collateral.
grid. If this position is taken by a lead
To deal with this issue an area should sponsor then the Belfast identity
be allocated for co–branding and should take the outside right position.
divided into a grid of equal areas
according to the number of brands
that need to appear.
PARTNER
PARTNER
LOGO PARTNER PARTNER
Preferred Solution Alternative Solution
LOGO LOGO LOGO
PARTNER PARTNER
PARTNER PARTNER LOGO LOGO
LOGO LOGO
24
Belfast
Brand
Guidelines
OUR TONE OF VOICE
Open and Determined Typical phrases
outward and we could use in
facing optimistic describing Belfast
Above all we are a welcoming city, Our tone reflects self confidence. - right here right now
our words should suggest warmth, We talk about achievements and
be personal and direct yet accessible vision for the future. Our words should - genuine, warm, witty, welcoming
with a tone of informality. A tone which appear realistic, our plans deliverable.
creates a space for everyone to join in. - rich in heritage and culture
- a character all of its own
Enterprising
Energetic and genuine
- energetic and enterprising
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Belfast
Brand
Guidelines
THE CALL TO ACTION
The tagline or call to action Examples to be
is designed to be a strong avoided include;
positive and invitational • B thrifty
statement. This should reflect
• B at home
the brand attributes.
• B a good neighbour
For example - B welcome,
B part of it, B vibrant. At no time should the identity or the
tagline be used or associated with
In other situations the tagline themes of an adult or potentially
can be used to convey offensive nature.
positive messages which are
At no time should the tagline be
in line with a theme or event.
adapted to include another brand
or words which directly promote a
Example: commercial entity or product.
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Belfast
Brand
Guidelines
place
Built Environment
Natural Environment
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Belfast
Brand
Guidelines
people
People and their values are a key part
of our identity. Photography must
capture not just the scene but also the
warmth of the Belfast welcome, wit
and ease to enter the social fabric.
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Belfast
Brand
Guidelines
events
Colourful, exciting, inclusive and new -
all sentiments which photography of
Belfast’s many and varied events can
portray. This presents the opportunity
to use a single image to visually spell
out the essence of the position -
30
Belfast
Brand
Guidelines
USE IN OTHER MEDIA
TV
When used in television advertising
as the lead creative, the identity must
always be used as the sign-off device
at the end of any piece of television or
cinema advertising.
31
Belfast
Brand
Guidelines
You can download examples of
radio recordings illustrating correct
usage of the Belfast brand at:
Radio
http://www.belfastcity.gov.uk/brand/
audio/XmasRetailRadioAd.wav When employed in radio advertising
as the lead creative the identity must
always be used as the sign-off device
at the end of any script.
32
Belfast
Brand
Guidelines
Aqua Blue Lime Bright Red
digital #009999 #003366 #CCCC00 #FF0000
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Belfast
Brand
Guidelines
3D
The identity is extremely tactile when
used in 3 dimensions. However like
all other representations these must
also comply with strict dimensional
guidelines.
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Belfast
Brand
Guidelines
applications
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Belfast
Brand
Guidelines
example applications
Here are some examples of the new identity in action.
These images reflect the flexibility of the identity and how it can appeal to different audiences.
36
Belfast
Brand
Guidelines
part of it inspired optimistic vibrant welcome refreshed energetic informed
members evening
37
Belfast
Brand
Guidelines
shop and stay
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Christmas
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2008
38
Belfast
Brand
Guidelines
terms and conditions
Downloading the Belfast and unchanged form in which it is compromise the city name, reputation originality of any material or anything
brand and its use implies your downloaded. or goodwill or that of any of its citizens. depicted in any material.
acceptance of the terms of You shall not use the “Belfast brand’s It is at the brand owner’s discretion to The rights granted to you under
this user agreement. tagline” to directly identify, promote, withdraw a “users” permission based these Terms of Use shall terminate
sponsor or endorse any commercial on its sole opinion on material viewed immediately upon your breach of any
or retail services or products. as misleading, unfair, defamatory, of these Terms of Use.
A breach of these terms may result infringing, libellous, disparaging,
You shall not incorporate Belfast We reserve the right to change these
in us asking you to withdraw the obscene or otherwise objectionable.
brand features into your own product Terms of Use from time to time
offending items with immediate effect
name, service names, trademarks, You shall not, without our prior without prior notice by changing them
at your own expense.
logos or company names. written consent, permit the material on this site.
All elements of the Belfast brand downloaded by you to be used,
including, but not limited to, text, You shall not copy or imitate the reproduced, published or distributed
software, photographs and graphics Belfast brand, including the look and by anyone else.
is and will remain the property of feel of the brand, distinctive colour
Belfast City Council. combinations, typography, graphic If you are a business user, you shall
designs, icons or imagery associated indemnify us against all losses,
We grant you a limited, non- with the Belfast brand. liabilities, damages, claims, costs
transferable, non-exclusive, royalty- and expenses which we may incur
free right to use, copy and reproduce You shall not adopt marks, logos, howsoever arising or resulting
the electronic images, logos and slogans or designs that are from any reproduction, publication,
templates (including scripts, fonts confusingly similar to our Belfast distribution or other use (whether
and colours), subject to the following brand. authorised or unauthorised) of any
conditions. brand material provided to you.
You shall not use the Belfast brand to
You shall not alter, modify, adapt, promote any illegal, immoral or “adult Use of any brand material shall be
manipulate, enhance, add to or only” activity or in any way which is entirely at your own risk. We give
delete part of the Belfast brand. All obscene, indecent, vulgar, unsavoury no warranty as to the accuracy,
Material must be used in the original or defamatory or which could harm or correctness, reliability, quality or
39
Belfast
Brand
Guidelines
ADDITIONAL
bRAND
GUIDELINES
Belfast City Council has taken These additional pages in the brand
guidelines seek to clarify internal
a significant lead for the city
issues and provide guidance in cases
in its move to redefine the of apparent brand conflicts.
Belfast brand, for the first
time creating a brand identity Our hope is that the new identity and
which will provide clear our brand’s attributes will be adopted
by many organisations in both public
direction for all city marketing. and private sectors. Our shared aim
As brand owners it is essential that is to add value to the brand. This will
both Belfast City Council (BCC) and see Belfast continue on its journey
Belfast Visitor and Convention Bureau to becoming a world-class place in
(BVCB) lead the way in terms of which to live, work, visit and invest.
creative and consistent use of the
new identity.
41
Belfast
Brand
Guidelines
HIERARCHY OF MESSAGES
The Belfast brand identity and its call to action tagline is potentially a very strong way to deliver key
city messages on a wide range of issues. It is possible to imagine a sliding scale of importance or
hierarchy for the use of the Belfast brand. The following examples seek to explain this further.
High
The identity can be used legitimately Examples of lead messages – Once a tagline message has been
as the lead message in any campaign adopted then the use of the identity
or communication where a tagline can can move freely up and down
be adopted as a call to action in line the hierarchy dependant on the
with the campaign’s theme. importance of each element in the
Leading a campaign
communication. In other words while
The chosen tagline may then be for leisure centres
B active may appear as a headline
adopted as an “umbrella” covering all in one part of a campaign, it may
messages on that theme. This tagline
appear as a sign off in another
should then be used consistently so communication.
there is not a continuous search for Leading a campaign
new taglines. for recycling
Communications
to the business sector
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Belfast
Brand
Guidelines
HIERARCHY OF MESSAGES
Low Default Use
43
Belfast
Brand
Guidelines
INTERNAL and EXTERNAL USE
Internal Use External Use
The Belfast brand is for everyone so We want to use the identity whenever
please feel free to use it in internal and wherever possible, providing that
communications as well as external. it meets these guidelines.
44
Belfast
Brand
Guidelines
CONFLICTING IDENTITIES – belfast City Council
There will be situations when there is a choice to be made between which identities will appear on
a particular item. While in the past it would have been compulsory that the BCC logo appeared on
all materials it is now a case of which identity is most appropriate to lead or even be exclusive.
This is a process of deciding what action will add value to the Belfast brand; it is a balancing act
between identities.
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Belfast
Brand
Guidelines
duel IDENTITIES – belfast City Council
Example Two Example Three
Activity Activity
Literature detailing household bin Information leaflet on cemeteries and
collection crematorium services
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Belfast
Brand
Guidelines
checklist
1. Minimum size
2. Exclusion zone
3. Moment typeface
4. Use of taglines
5. Colour
6. Co-branding
7. Tone of voice
8. Imagery
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Belfast
Brand
Guidelines
Click www.belfastcity.gov.uk/brand for updates on the brand
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Belfast
Brand
Guidelines