Visit Manchester

Brand Guidelines
Contents

MM’s purposes & objectives 2

Brand values and essence 3
Original Modern 4
Typography 6
Imagery 10
Colour palettes 11
Manchester signifier 13
Tone of voice 20
Approvals and contact details 21

1
Marketing Manchester’s purpose & objectives

Marketing Manchester is the agency responsible for promoting

Greater Manchester on the national and international stage.
Marketing Manchester has broadly three areas of responsibility:

To promote To undertake
To market Greater Manchester marketing and
Greater Manchester as a place to invest, communications
to visitors. do business, on behalf of The
live and study. Growth Company.

Marketing Manchester is a not for profit organisations

and part of The Growth Company, whose role is to deliver
the objectives of the Greater Manchester Strategy as
set out by the Greater Manchester Combined Authority.
Further information about Marketing Manchester can be
found here and for The Growth Company here.

Brand values & essence

Manchester’s brand values are It is the combination of these

the key things that underpin the
original modern brand vision. This
does not just mean that they are
the aspects of Manchester that
we should promote, but rather
that these are the aspects of
Manchester that all the various
strategies, initiatives and events
should support so that they
are all enhancing the brand of
Manchester.
values that creates Manchester’s
difference, its distinct personality
– they have been identified as:
Respect, Live and Let Live and
Going Places.
A brand essence for Manchester
can be distilled from the
combination of what the city
promises through its brand values,
and this has been identified as
‘Opportunity’.

LIVE & GOING

RESPECT
ATTITUDE
LET LIVE PLACES
EDGE/CREDIBILITY INCLUSIVE AMBITIOUS
WELCOMING/TOLERANT FORWARD MOVING

3
Original modern

‘Original modern’ is both a historical

truth and an aspiration for the future.

Manchester was the world’s first

industrial city, and has continued to
achieve firsts throughout its history
– splitting the atom, inventing the
stored memory computer and
igniting the suffragette movement.

Looking to the future, Manchester

believes its regional, national and
international competitive advantage
will come by encouraging others
and striving to be original and
modern in every aspect of the
city’s output - its place making,
its culture, its business, the
environment, technology, education,
healthcare, policing and all other
areas that make the City what it is.

Creative work about the City

should reflect Manchester’s
original, modern identity.

4
Original modern

It is Marketing Manchester’s aspiration to follow

the “Original Modern” approach to all that we do,
this ethos, put simply we should aim to:

5
Typography
— display & text
Portrait Text is very characterful Portrait Text Regular
whilst remaining clear and legible.
Its primary benefit is as a headline
font, although it can also be abcdefghijklmnopqrstuvwxyz
successfully used as a body font
too (see examples of pages
8 & 9). When using as a body font,
ABCDEFGHIJKLMNOPQRSTUVWXYZ
treat it delicately paying particular
attention to leading.
1234567890
With its relatively small x-height Portrait Text Medium
and sparkling texture, Portrait Text
is distinctive, modern, classical
and individualistic and portrays
Manchester's unrivalled skill at
abcdefghijklmnopqrstuvwxyz
merging the old and the new.
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890
Portrait Text Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

6
Typography
— supporting font
Atlas Grotesk is a clean and fresh Atlas Grotesk Light
sans serif with relatively long
ascenders but short descenders. abcdefghijklmnopqrstuvwxyz
This allows the typeface to feel
spacious and comfortable for ABCDEFGHIJKLMNOPQRSTUVWXYZ
extended reading even when set
with tight leading and remains
1234567890
legible at small point sizes.

Altlas is the perfect companion/ Atlas Grotesk Medium

support font for Portrait Text and
is a good counter balance to
Portrait's more characterful feel.
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

Atlas Grotesk Bold

abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

7
Typography
— examples
In this example (Manchester
Destination Guide) Portrait is
used for both the header and Top 5 Coffee
body copy. This publication is
designed predominantly for
the leisure market.

8
Typography
— examples
In this example (Manchester
Conference Guide) Portrait
is used for headers and
highlighted copy, whilst Atlas
has been selected and is more
suitable for smaller body
copy, tables and figures. This
publication is aimed at the
business market.

9
Imagery

A picture is worth a thousand

words, and that is particularly true
of the images we use to promote
Manchester.

We use photography to convey our

sense of optimism and confidence
to the viewer. Light and sunshine
play a huge role in our photography.

Images are captured in a

way that makes them feel fresh,
intense and reflect the sense of
place that helps inspire and entice
the audience to engage.

Marketing Manchester has created

an image bank. This can be found
at www.themdrive.com

10
Colour
— core palette
Colour is always a subjective thing,
but despite the world’s mistaken
perception of our climate, you
can’t call Manchester ‘wishy-
washy’. The core pallette reflects
Manchester’s vibrancy and
diversity.

Pantone 109 Pantone 179 Pantone 167 Pantone 5483 Pantone 7495
CMYK 0 | 10 | 100 | 0 CMYK 8 | 89 | 84 | 0 CMYK 6 | 80 | 100 | 15 CMYK 65 | 11 | 25 | 27 CMYK 42 | 5 | 89 | 29
RGB 255 | 209 | 0 RGB 224 | 60 | 49 RGB 190 | 83 | 28 RGB 79 | 134 | 142 RGB 143 | 153 | 62
HEX ffd100 HEX e03c31 HEX be531c HEX 4f868e HEX 8f993e

Pantone 382 Pantone 526 Pantone 2945 Pantone 3025 Pantone 7538
CMYK 34 | 0 | 100 | 0 CMYK 80 | 100 | 0 | 0 CMYK 100 | 52 | 2 | 15 CMYK 100 | 27 | 10 | 56 CMYK 24 | 11 | 24 | 33
RGB 196 | 214 | 0 RGB 112 | 47 | 138 RGB 0 | 76 | 151 RGB 0 | 79 | 113 RGB 148 | 154 | 144
HEX c4d600 HEX 702f8a HEX 004c97 HEX 004f71 HEX 949a90

11
Colour
— extended palette

The range of colours shown in the

'extended' pallette is fairly broad.
The range of colours are designed
to give the designer flexibility. Pantone 201 Pantone 1797 Pantone 723 Pantone 144 Pantone 714
CMYK 8 | 100 | 65 | 12 CMYK 2 | 98 | 85 | 7 CMYK 6 | 61 | 94 | 18 CMYK 0 | 58 | 100 | 0 CMYK 0 | 42 | 59 | 0
Brighter colours are intended for RGB 157 | 34 | 53 RGB 203 | 51 | 59 RGB 179 | 105 | 36 RGB 237 | 139 | 0 RGB 253 | 170 | 99
use for the leisure market - to HEX 9d2235 HEX cb333b HEX b36924 HEX ed8b00 HEX fdaa63
entice the public to enjoy the city.
Darker colours such as purple,
forest green and burgundy are
intended to be used when a more
buisness-like feel is called for. Pantone 227 Pantone 1905 Pantone 569 Pantone 374 Pantone 4505
CMYK 7 | 100 | 7 | 21 CMYK 0 | 47 | 7 | 0 CMYK 90 | 9 | 58 | 17 CMYK 30 | 0 | 62 | 0 CMYK 16 | 27 | 82 | 45
Accent colours that are derived RGB 170 | 0 | 97 RGB 245 | 155 | 187 RGB 0 | 129 | 109 RGB 197 | 232 | 108 RGB 153 | 133 | 66
from content/imagery may also HEX aa0061 HEX f59bbb HEX 00816d HEX c5e86c HEX 998542

be utlised, but should be used

sparingly and not as the dominant
colour in a design.

Pantone 7472 Pantone 5275 Pantone 535 Pantone 542 Pantone 437
CMYK 54 | 0 | 25 | 0 CMYK 74 | 68 | 7 | 31 CMYK 44 | 25 | 3 | 8 CMYK 65 | 19 | 1 | 4 CMYK 21 | 40 | 18 | 56
RGB 92 | 184 | 178 RGB 89 | 84 | 120 RGB 142 | 159 | 188 RGB 123 | 175 | 212 RGB 123 | 100 | 105
HEX 5cb8b2 HEX 595478 HEX 8e9fbc HEX 7bafd4 HEX 7b6469

Pantone 7456 Pantone 7428 Pantone 7505

CMYK 70 | 56 | 0 | 0 CMYK 20 | 96 | 34 | 62 CMYK 17 | 44 | 59 | 51
RGB 96 | 110 | 178 RGB 106 | 44 | 62 RGB 129 | 96 | 64
HEX 606eb2 HEX 6a2c3e HEX 816040

12
Manchester signifier

The ‘M’ is the primary brand The Brand Signifier

signifier to represent Manchester -
the international attack brand for
Greater Manchester.

The 5 line M is used primarily but

when size is restricted the 3 line
‘M’ is used, especially for digital.

On occasion, the ‘M’ may appear

with the destination e.g.
‘M’ + Manchester’ to give context.
Use of the M + Manchester
signifier is used in international
markets where the ‘M’ is less M + Manchester
recognised as the signifier for
Manchester. On rare occasions, the ‘M’ may appear in an abstract situation. In these cases, a different signifier –
M + Manchester – is used to give context.
The ‘M’ is often used to represent
multiple partners working together
promoting joint activity under a
Manchester banner. Examples
would include the MIPIM property
event in France or a bid for an
International event.

Any use of the ‘M’ and ‘M’ +

Manchester needs to be agreed
by the brand guardian, which is
Marketing Manchester and contact
details can be found on page 21.

13
Manchester signifier

Other languages

The ‘M + Manchester’ signifier is available in a number of different languages upon request.

14
Manchester signifier

Minimum size

On printed materials the ‘M’ signifier should be used at 10% the width of the document or at 10% of the full width of the digital media.
It must not be used at a width of less than 25mm in print, and 100px online.

20mm

On occasions where it's necessary to use at a smaller size than 20mm/100px the 3 line version of the logo can be
used. It must not be used at a width less than 15mm in print, and 55px online/in digital applications

15mm 15mm

15
Manchester signifier

Clear Area

A clear area should be maintained around the signifier, as shown here; no other information or visual matter should be allowed to enter this area.

16
Manchester signifier

Placement of the Brand Signifier

The brand signifier can be placed ranged left, ranged right, or centred. The placement is flexible, allowing you to choose the best position to
suit your design, providing you observe size and clear area guidance outlined in this document.

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17
Manchester signifier

Placement of the Brand Signifier

Always use the signifier in a sensitive way.

Example A Example B
Here the signifier has been used in a sensitive Here the placement of the signifier jars with the
way, aligning with the body copy above. alignment of the body copy above; it would look
better aligned with the left-hand margin of the
body copy.

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18
Manchester signifier

Background colours

The brand signifier should always be placed on a plain background that provides good contrast. The signifier can also be placed onto suitable
images as long as the signifier remains clear and maintains it legibility.

19
Tone of voice

Manchester’s tone of voice reflects the brand
values and distilled essence of ‘opportunity’.
Picture a young professional: ambitious and
confident, they are straight talking, informed
about the world around them and always take
best bits out of any criticism and use it to better
themselves. They are someone you trust, who
always has ideas and at the end of a busy day
they will always invite you for a drink.
Manchester talks like this person.
Copy should communicate a measured level of
enthusiasm presented inclusively; as though we
have a great tip or secret to tell the reader and
we are eagerly waiting their reaction. It should
encourage a response, open up a dialogue and
make people think ‘oh, really?’
We’re that good friend who makes sure you’re
introduced within a new group. Copy should
tease with enough detail but encourage the
requirement for more, supported by a clear
call to action.
Manchester’s overall mood is positive and
optimistic. We don’t go in for cynicism and
despite the demeanour of some of our best
known sons and daughters, we are not cocky,
we are not arrogant, we are not pretentious.
We are authoritative and succinct and, if for
some reason that comes off as chippy, we
will inject a bit of humour to keep things
light and open.

We are: We are not: Words we use: Words we avoid:

Welcoming Standoffish Vibrant Interesting
Optimistic Cynical Surprising Amazing
Enthusiastic Slapstick Eclectic Fantastic
Confident Cocky Unique Quirky
Articulate Pretentious Engaged Arguable
Inclusive Parochial Collaborate Great
Curious Indifferent Energy Nice
Informed Smug Ecosystem Stunning
Creative Boring World-first Delighted
Professional Corporate Progressive Leading
Diplomatic Political Vitality Cool
Authoritative Superior Thriving Madchester

20
Approvals and contact details

The use of the ‘M’ signifier is strictly governed to ensure its correct use.
Before production, you must gain approval of its use from the brand
guardian.

PLEASE NOTE: it is a condition of use of the ‘M’ artwork that approval is

granted.

For approvals and further information please contact the brand guardian:

Richard Grange
0161 2384511
richard.grange@marketingmanchester.com

21