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bRAND identity Guidelines

“This new Belfast has become


a beacon for positive change
and is now alive with fresh
opportunities for citizens,
visitors and investors.”

02
Belfast
Brand
Guidelines
contents
Click individual titles to go direct to the page

The Belfast Brand Brand Elements Applications

04 Why create 12 The graphic identity 36 example applications


a belfast brand? 13 The logo 39 Terms and conditions
05 Objectives for 14 logo and tagline
the brand project Arrangement
06 The making of 15 Exclusion zones and
our brand’s identity minimum size
07 brand benefits 16 positioning
08 belfast brand 17 Taglines
09 brand experience 19 Typography
10 brand attributes 20 colour
21 Using the identity
on colour
22 Using the identity
on photographs
23 co-branding options
24 Our tone of voice
26 The call to action
27 Our imagery style
31 Use in other media
34 Using the identity
in three dimensions

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.

The brand’s value will be After a period when Belfast often


made news for all the wrong reasons,

enhanced by the positive the city has now reversed its fortunes
having enjoyed a decade of dramatic

experiences of citizens, change.

investors, visitors and all


This new Belfast has become a
beacon for positive change and is

those observing Belfast now alive with fresh opportunities for


citizens, visitors and investors.

from a distance. Our brand identity is central to our


communications plan and through
it we seek to convey an accurate
sense of what makes Belfast unique.
These guidelines have been produced
to help you understand the brand
values and to apply our brand identity
consistently.

04
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.

05
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

We discussed the current perceptions


Refining

Following our initial research


Creating

The final stage saw the development


to understand of Belfast in focus groups, workshops we developed three core brand
proposition themes that were tested
of the creative options which were in

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.

thought and USA to understand how


Belfast was perceived. This allowed
to contribute to the process.

of our city. us to understand our strengths,


weaknesses, characteristics
and attributes.

06
Belfast
Brand
Guidelines
bRAND bENEFITS
Our new The process of introducing
and communicating the brand
brand is to key stakeholders will:

distinctive, - ensure the brand identity is highly


visible across the city
credible, - provide a single and united

sustainable message for all city marketing


- create a greater level of civic pride
and reinforces and encourage wider participation in
city activities.
Belfast’s - unite the public, private, and

position as: voluntary sectors in Belfast,


providing new opportunities for
co-operation and joint cost effective
- a confident and contemporary marketing initiatives.
European city
- enhance the status and recognition
- a quality leisure and business of organisations based in the city
tourism destination who adopt the new identity and
- a competitive place for companies associate with Belfast’s unique
to locate and grow their business qualities.
- a great place to live - contribute to the long-term
- a place that attracts and brand building exercise, change
retains talent perceptions and add value.
- a magnet for world-leading research
and innovation
07
Belfast
Brand
Guidelines
belfast brand
Brand Essence Brand Proposition

This is Belfast’s moment. A unique


history and
This reflects Belfast’s a future full
coming of age, the turning of promise
of a new page and the new have come
shared enthusiasm which together to
is palpable to all those who create a city
experience the city. bursting with
energy and
optimism.

08
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.

09
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.

10
Belfast
Brand
Guidelines
bRAND
ELEMENTS

11
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.

The capital “B” is a bold statement,


putting Belfast firmly on the map.

When used in conjunction with a


tagline it becomes a call to action,
as in, Be “part of it” and very much
embodies the brand essence –

This is Belfast’s moment.


These guidelines demonstrate
how the graphic identity can be used
and sets out rules to ensure that it is
applied consistently.

12
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:

The logo is available for download at:


http://www.belfastcity.gov.uk/brand/logos.asp Do not stretch or distort the logo in
any way.

Do not use the single ‘B’ in the vertical


arrangement.

Do not rotate the ‘B’.

13
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

three logo The tagline should be the same type


size as Belfast, and there should
reading vertically.

When the logo rotates to read


arrangements be space for a horizontal ‘B’ to fit vertically the direction of the word

with the
between logo and tagline. ‘Belfast’ inside the ‘B’ is
rotated 180°.

tagline. Version 2 shows how the logo works


with a large tagline.
The logos and taglines are available
for download at:
The width of a horizontal ‘B’ should http://www.belfastcity.gov.uk/brand/
fit between logo and tagline. The X logosTagline.asp
height of the tagline should equate
to 4 horizontal ‘B’s stacked on top of
each other.

1 2

14
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.

15mm 15mm Image Area Minimum Size


A4
15mm
(210 x 297mm)
A3
22.5mm
(297 x 420mm)
A2
30mm
(420 x 594mm)
A1
45mm
(594 x 840mm)
A0
60mm
(840 x 1188mm)
6 Sheet
84mm
(1180 x 1730mm)
48 Sheet
435mm
(6096 x 3048mm)

15
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.)

However preference is that the B 6 Sheet

should always appear on the left of


any communication when it is being
used as the lead message, ensuring
the viewer reads the Belfast B first.

A4 poster

48 Sheet

16
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.

Please note: our brand identity and


taglines will always appear in English.
Incorrect Formats

Negative Message

Belfast City Council and Metro present Belfast City Council and Metro present

Metro Monster Mash Metro Monster Mash


Belfast’s biggest fireworks display Belfast’s biggest fireworks display

17
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.

18
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

abcdefghijklm Helvetica Neue light


ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz

nopqrstuvwxyz 1234567890
Online Typeface
Arial
ABCDEFGHIJKLMNOPQRSTUVWXYZ
The Moment typeface is available for download at:
http://www.belfastcity.gov.uk/brand/guidelines.asp abcdefghijklmnopqrstuvwxyz
1234567890

19
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.

Aqua Blue Lime Bright Red Terracotta Pink Azure Spearmint


Pantone 3272 Pantone 541 Pantone 383 Pantone 186 Pantone 159 Pantone 205 Pantone 640 Pantone 7472
C99 M0 Y48 K0 C100 M58 Y9 K50 C35 M0 Y100 K20 C2 M100 Y82 K6 C1 M74 Y100 K7 C0 M83 Y16 K0 C100 M11 Y3 K16 C54 M0 Y25 K0
R0 G135 B124 R0 G63 B114 R162 G173 B0 R198 G12 B48 R199 G91 B18 R218 G72 B126 R0 G130 B187 R91 G187 B183
#009999 #003366 #CCCC00 #FF0000 #CC6600 #FF66CC #3399FF #66CCCC

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

20
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.

Good Examples Bad Examples

21
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.

Good Examples Bad Example

shop and stay

€89
from

The euro’s stronger than ever, so go on…treat yourself…


Belfast’s all about having a great time, all the time! We have some
of the worlds favourite shops and Ireland’s best hotels, with short
breaks starting from an amazing €89 - come on up and see how
far your euro can go!

visit gotobelfast.com

The euro’s stronger than ever, so go on…treat


yourself…Belfast’s all about having a great time, all

shop and stay the time! We have some of the worlds favourite shops

€89
and Ireland’s best hotels, with short breaks starting
from from an amazing €89 - come on up and see how far
your euro can go!

visit gotobelfast.com

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 PARTNER


PARTNER LOGO PARTNER PARTNER LOGO PARTNER PARTNER LOGO
LOGO LOGO LOGO LOGO LOGO

PARTNER
PARTNER
LOGO PARTNER PARTNER
Preferred Solution Alternative Solution
LOGO LOGO LOGO

PARTNER PARTNER
PARTNER PARTNER LOGO LOGO
LOGO LOGO

PARTNER PARTNER PARTNER


LOGO LOGO PARTNER LOGO
LOGO

Preferred Solution - Multiline Option


23
Belfast
Brand
Guidelines
OUR TONE OF VOICE
Choosing words and presenting them
in a consistent way is core to the
projection of our brand.
Our tone of voice can subtly
direct how the brand is
perceived and reinforce the
understanding of our brand
attributes.
Our tone of voice can be
adopted into different styles
of communication spoken or
in print to suit any particular
audience.
Please avoid the use of
local terms and slang
words. In general these
have tested negatively
in our brand research.

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

and vibrant - building a vibrant and dynamic city


Our tone reflects a serious - determined
Our words should match the vibrancy approach to business and
in the city, causing others to stop investment, conveying expertise - forward looking and confident
and look. and professionalism in enterprise
and above all suggesting trust and
- new things to discover all the time
An upbeat tone full of energy and
commitment. - the city where anything can happen
enthusiasm reflecting the brand’s
call to action – B part of it.
- be inspired by the people and the surroundings

25
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.

• B green, A fully detailed explanation of these


as part of a recycling campaign. issues is contained in our terms
and conditions which users of the
• B witty, Belfast brand identity must accept
to highlight a comedy festival and comply with.
• B festive,
at the Christmas season.

The tagline however should not be


used to convert everyday events or
sentiments into a message which will
not reflect our brand attributes.
26
Belfast
Brand
Guidelines
OUR IMAGERY STYLE
Creative photography of
Belfast and its people is a
powerful media to capture
and communicate the brand’s
key attributes, challenging
viewers to reconsider
previously held opinions of
the city. These guidelines
apply to images of Belfast
at work, rest or play.
Images should go beyond the
“tourist lens view” to provide new
perspectives to engage and inspire
the target audience.

Measure the image quality itself


against the brand attributes - vibrant,
dynamic, inspiring. Like the city itself,
nothing about the images should be
commonplace.

Photography is a key element of the


Belfast brand identity. A mix of images
comprising place, people and events
can form a storyboard full of unique
references that differentiate our city.

27
Belfast
Brand
Guidelines
place
Built Environment

Belfast’s rich heritage can be captured


in the colour, texture and elaborate
details of our Victorian architecture.

Use detailed images to convey our


inventive past and provide contrasts
with modern structures in glass and
steel, so ensuring a visual link to the
city moving forward in all aspects of
life with new found energy.

Photograph buildings from low or


unusual angles forming a link with the
skyline creating a sense of openness
and free space.

Natural Environment

Use images which reflect the wide


and changing palette of colour in
the surrounding hills and water. Use
photography to portray Belfast’s
open spaces and its location within a
natural environment.

28
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.

Create a sense of movement in


images to show people at work,
energetic, determined
and enterprising.

Choose imaginative settings and


lighting to portray a fully modern
workforce – optimistic, inspiring and
determined.

29
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 -

This is Belfast’s moment.


Use context and location to
differentiate these events from stock
library imagery.

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.

In terms of size and placement on


screen, always keep the identity
centred vertically and if there is no
tagline centered horizontally also.

With regard to scale, the height of the


B should be one third the full height of
the space available. If it is only to be
used as a partner logo it should be no
smaller than a quarter of the full height
of the space available.

The identity should be pronounced:


“Belfast … Be here now”.

The tagline will change to reflect


the subject matter and be a strong,
positive, invitational statement.

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.

It is vital that the brand’s tone of


voice is reflected through any radio
advertising drawing on the warmth,
wit and vibrancy of the city. Please
avoid the use of local terms and slang
words which in general have tested
negatively in our brand research.

The identity should be pronounced:


“Belfast… Be (insert tagline)”. The
tagline will change to reflect the
subject matter as a positive and
invitational statement.

32
Belfast
Brand
Guidelines
Aqua Blue Lime Bright Red
digital #009999 #003366 #CCCC00 #FF0000

media Fuchsia Grey Maroon Purple


#9933CC #999999 #660033 #663399
The only difference from the rest of
these guidelines with regards to use
online is the minimum size; which in
this instance the Belfast B should be
no smaller than 50 pixels in height. Terracotta Pink Azure Spearmint
This in turn dictate the tagline size. #CC6600 #FF66CC #3399FF #66CCCC

If you want to animate the identity


in any way please ensure that you
adhere to this web safe colour palette,
Racing Green Tree Green Slate Sand
the minimum size restrictions and
#006666 #669900 #666666 #999966
never rotate the logo in any way other
than the specified options displayed.

33
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.

The identity must only appear in 3


dimensions with flat planes and not
free curved forms. The materials used
must be capable of producing shapes
that are dimensionally stable enough
for the identity to retain its exact form.

The lettering must be correct in every


way. The side with the lettering should
be faced outwards in every
case, although the shape can be
considered to be two sided.

The minimum size at which a 3d


logo should be manufactured is
20mm high.

34
Belfast
Brand
Guidelines
applications

35
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

here now thrilling witty moved sociable confident noticed there

members evening

37
Belfast
Brand
Guidelines
shop and stay
The euro’s stronger than ever,
so go on…treat yourself…

visit gotobelfast.com
Christmas

Belfast in Belfast

€89
from

2008

BVCB Xmas BT Ad.indd 1 13/11/08 15:53:15

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


- belfast Visitor and Convention bureau
40
Belfast
Brand
Guidelines
ADDITIONAL bRAND GUIDELINES
Introduction

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.

Communications need to be in line


with our brand values and attributes.

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

42
Belfast
Brand
Guidelines
HIERARCHY OF MESSAGES
Low Default Use

In situations where the identity is at the We should not feel pressurised to


bottom of the hierarchy of messages find a themed tagline for every use, or
(for example when there are too feel that the identity is weaker when
many other messages), rather than it appears without a themed tagline.
exclude the identity completely the In these situations we have the
priority, where possible, should still be possibility to use a “default” format.
to maximise its size within the space
available whilst still complying with This default is “B part of it”
exclusion zone rules. This is a positive call to action to
whatever event or activity is being
This is best achieved by using the
promoted and could equally apply
solus version of the identity without a
to recruitment messages, social
tagline.
responsibility
There maybe situations where it is issues etc.
appropriate to adopt the “default
Please note that there is a choice of
position use”.
formats to choose from dependant on
available space – the compact version
with underhung tagline or the linear
form tagline.

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.

Please refer however to our main Three tests should be


entertained guidelines about taglines – the call applied when reviewing any
to action - which states that taglines
communication or piece of
“should not be used to convert
everyday events or sentiments into a
marketing collateral in relation
message which does not reflect our to our brand.
brand attributes”. - does it have a clear and
understandable message?
When used internally it is best to
adhere to the versions already - does it reflect the Belfast brand
adopted or else the logo or default values and attributes?
versions.
- does it comply with all the rules in
the brand guidelines document?

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.

As in the case of hierarchy of Example One


messages, a similar sliding scale or
Activity Logic
balance applies when choosing which
Advertising banners for city centre late The target market is wide and goes
identity to lead with - Belfast City
night opening. beyond ratepayers. The key message
Council or Belfast brand.
can be expressed well in a call to
Target market
Three factors must be considered: action and the service provider (city
Shoppers and visitors to Belfast
centre retailers) is not BCC. In this
- Target market Message case the opportunity to use and
- Content of message Call to action, shop late, strengthen the brand takes priority
join us in Belfast over the need for users to know
- Sponsorship that BCC sponsored the campaign.
Acceptable Solution The objective is not to exclude the
Lead with the Belfast brand, BCC logo and it may be possible to
B part of it. highlight BCC’s sponsorship for the
event in other supporting material.

45
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

Target market Target Market


Ratepayers Anyone seeking these services inspired
Message Message
Factual, informative, details of service Factual, informative, details of service

Acceptable Solution Acceptable Solution


The Belfast City Council logo should Use the Belfast City Council logo as
be the lead identity. An option to use the sole identity
the Belfast identity with a B green
Logic
tagline may also be appropriate
This is a purely factual activity where
somewhere in the literature.
BCC as service provider must be
Logic prominent and the application is
This is a case where the activity, the not likely to add brand value to the
service provider and the message Belfast brand.
is very much exclusive to BCC. It is
essential that the user can directly
relate the service to the provider and
easily access contact information.
Additional use of the Belfast identity
does not compromise either the
message or the Belfast brand.

46
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

47
Belfast
Brand
Guidelines
Click www.belfastcity.gov.uk/brand for updates on the brand

48
Belfast
Brand
Guidelines

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