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.”

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Belfast Brand Guidelines

contents
Click individual titles to go direct to the page
The Belfast Brand
04 05 06 07 08 09 10

Brand Elements
12 13 14 15 16 17 19 20 21 22 23 24 26 27 31 34

Applications
36 39

Why create a belfast brand? Objectives for the brand project The making of our brand’s identity brand benefits belfast brand brand experience brand attributes

The graphic identity The logo logo and tagline Arrangement Exclusion zones and minimum size positioning Taglines Typography colour Using the identity on colour Using the identity on photographs co-branding options Our tone of voice The call to action Our imagery style Use in other media Using the identity in three dimensions

example applications Terms and conditions

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Belfast Brand Guidelines

WHY CREATE A bELFAST bRAND?
A city’s brand is an extension of its reputation for every aspect of city life. The brand’s value will be enhanced by the positive experiences of citizens, investors, visitors and all those observing Belfast from a distance.
Belfast is changing. Investors and millions of visitors are already discovering the new reality and now is the time to boldly communicate our success to the world.
After a period when Belfast often made news for all the wrong reasons, the city has now reversed its fortunes having enjoyed a decade of dramatic change. This new Belfast has become a beacon for positive change and is now alive with fresh opportunities for citizens, visitors and investors. 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.

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Belfast Brand Guidelines

– to highlight Belfast’s attractions and promote it as a great place to live. – to enhance Belfast’s reputation as a vibrant and dynamic city. visit or study. 05 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 contribute to the local business sector and assist in attracting investment in the city.

media. characteristics and attributes. education. business. workshops and in-depth interviews with people drawn from across all sectors of our city region including the business community. arts and culture. potential visitors and potential investors from ROI. The preferred identity was further refined and officially launched as the Belfast brand in June 2008. culture and arts and youth groups. Europe and USA to understand how Belfast was perceived. GB. transport. exploring perceptions and core values of the Belfast brand with a total of nearly 3000 key stakeholders. This allowed us to understand our strengths. Understanding We discussed the current perceptions of Belfast in focus groups. We needed to understand what people from both Belfast and further afield thought of our city. An online survey gave further opportunity to our target market of media. weaknesses. Creating The final stage saw the development of the creative options which were in turn presented and tested with a wide audience across all sectors including the business community in London and Dublin. Refining Following our initial research we developed three core brand proposition themes that were tested in focus groups with key stakeholders from sectors including government. community. visitors and investors to contribute to the process. investors.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. development. We talked to visitors. tourism and hospitality. 06 Belfast Brand Guidelines . tourism.

contribute to the long-term brand building exercise.a quality leisure and business tourism destination . and voluntary sectors in Belfast. providing new opportunities for co-operation and joint cost effective marketing initiatives.unite the public. .a confident and contemporary European city . private.bRAND bENEFITS Our new brand is distinctive. credible.a great place to live .a magnet for world-leading research and innovation The process of introducing and communicating the brand to key stakeholders will: . 07 Belfast Brand Guidelines .provide a single and united message for all city marketing . sustainable and reinforces Belfast’s position as: .ensure the brand identity is highly visible across the city .create a greater level of civic pride and encourage wider participation in city activities.enhance the status and recognition of organisations based in the city who adopt the new identity and associate with Belfast’s unique qualities. change perceptions and add value.a place that attracts and retains talent . . .a competitive place for companies to locate and grow their business .

the turning of a new page and the new shared enthusiasm which is palpable to all those who experience the city. This reflects Belfast’s coming of age. A unique history and a future full of promise have come together to create a city bursting with energy and optimism. 08 Belfast Brand Guidelines .belfast brand Brand Essence Brand Proposition This is Belfast’s moment.

Belfast is alive with possibilities and open to change . creativity and change. is a dynamic city with a big personality.bRAND EXPERIENCE For Citizens The time is right for us to build a thriving. energetic and exciting. welcoming and determined . Belfast provides a vivid and memorable experience with new things to discover every time you visit. Proud of its heritage. For Visitors Here. Now is the time and Belfast is the place where anything is possible. For Investors Belfast is a vibrant city full of opportunity. and ready and able to seize the opportunities on offer. resilience.vibrant. an exciting environment for business and a great place to live. 09 Belfast Brand Guidelines . we are seizing this opportunity with both hands. inviting anyone and everyone to join in. lively. Proud of our heritage. inspiring enterprise.witty. vibrant city. enterprise. positive about its future. By bringing together our strong sense of identity. renowned warmth and wit. The people of Belfast . we embrace the future to build an even better Belfast. A spirit of optimism and a real sense of purpose fills the air. but genuine and generous. The people of Belfast provide a welcome which is not just warm. in its outstanding natural surroundings. providing a warm welcome to visitors.are proud of the city’s past.

Inspiring. boldly making its way in today’s world. Optimistic. translates into a modern society with new skills and energy. Dynamic.bRAND attributes Welcoming. Sociable. Determined. Genuine These reflect the warmth of the Belfast welcome and the openness of its social fabric. Vibrant The city has a buzz. A vibrant mix of old and new is visual proof of a dynamic city reinventing itself.there is a determination to keep what is good and change the things that could be better. Bold A city built on enterprise with a history rich in cultural and commercial inspiration. Enterprising. Witty. 10 Belfast Brand Guidelines . that allows those from the outside to quickly enter into the spirit of things and experience genuine friendship and a little bit of Belfast’s unique wit. New things are happening . Energetic.

bRAND ELEMENTS 11 Belfast Brand Guidelines .

putting Belfast firmly on the map. The capital “B” is a bold statement. 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 . When used in conjunction with a tagline it becomes a call to action. reflecting its warm and welcoming nature. It projects Belfast’s energy and optimism and acts as the heart of the city. as in. Be “part of it” and very much embodies the brand essence – This is Belfast’s moment.The Graphic identity The graphic identity is the visual interpretation of our brand.

asp Do not change the orientation of the word ‘Belfast’.belfastcity. Do not rotate the ‘B’.The logo Our identity comprises the ‘B’ logo and a tagline.uk/brand/logos.gov. Do not stretch or distort the logo in any way. 13 Belfast Brand Guidelines . Do not use the single ‘B’ in the vertical arrangement. 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.

The width of a horizontal ‘B’ should fit between logo and tagline.belfastcity. The X height of the tagline should equate to 4 horizontal ‘B’s stacked on top of each other.uk/brand/ logosTagline. Version 2 shows how the logo works with a large tagline.gov. Version 3 shows how the logo works rotated with a large tagline reading vertically. The logos and taglines are available for download at: http://www. When the logo rotates to read vertically the direction of the word ‘Belfast’ inside the ‘B’ is rotated 180°.logo and tagline arrangement There are three logo arrangements with the tagline. The tagline should be the same type size as Belfast. Version 1 shows the logo with a small tagline.asp 1 2 14 Belfast Brand Guidelines . and there should be space for a horizontal ‘B’ to fit between logo and tagline.

Please seek permission to use the logo below the minimum size in exceptional circumstances. Below is a table of minimum logo sizes in relation to the image area. This is the recommended minimum area.exclusion zones An exclusion zone is in place to make sure that other graphic material or type does not interfere or detract from the identity. This exclusion zone should also be the minimum when positioning the identity close to the edge of a page or trim area. minimum size The minimum size for identity usage is based on the ‘B’ measuring no less than 15mm wide. This then governs the minimum type size to use as the tagline size is stipulated by the size of the word ‘Belfast’. 15mm 15mm Image Area A4 (210 x 297mm) Minimum Size 15mm 22.5mm 30mm 45mm 60mm 84mm 435mm A3 (297 x 420mm) A2 (420 x 594mm) A1 (594 x 840mm) A0 (840 x 1188mm) 6 Sheet (1180 x 1730mm) 48 Sheet (6096 x 3048mm) 15 Belfast Brand Guidelines . wherever possible allow more space. The zone equates to a space that uses the width or height of ‘B’ – as shown below.

DL leaflet A5 brochure 6 Sheet A4 poster 48 Sheet 16 Belfast Brand Guidelines .) However preference is that the B should always appear on the left of any communication when it is being used as the lead message.positioning Below are some standard formats displaying the minimum size when the brand is being treated as the lead message. ensuring the viewer reads the Belfast B first. The Belfast B should be scaled to the various column widths and can move up or down within those column guides (paying attention to the exclusion zones.

The tagline should be no longer than three words and always follows the Belfast B. Care should be taken when deciding on the statement to ensure that the message couldn’t be interpreted as a negative one. which can be adapted to suit particular campaign applications. The Belfast B should never be used as the first letter of a word. Incorrect Formats Negative Message Metro Monster Mash Belfast’s biggest fireworks display Belfast City Council and Metro present Metro Monster Mash Belfast’s biggest fireworks display Belfast City Council and Metro present 17 Belfast Brand Guidelines . Please note: our brand identity and taglines will always appear in English. No words should ever precede the B.taglines Adding a strong positive statement to the Belfast B (“Be”) call to action transforms the logo into an invitation.

these are not exhaustive but offer a good indication as to the tone they should take. 18 Belfast Brand Guidelines .taglines Below is a selection of suggested taglines. ‘B part of it’ is our default tagline.

not for setting text. Primary Typeface Helvetica Neue bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Neue light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Online Typeface Moment Typeface abcdefghijklm nopqrstuvwxyz The Moment typeface is available for download at: http://www.belfastcity. use the primary typeface Helvetica Neue. There are three weights available to give flexibility and impact.Typography A bespoke typeface ‘Moment’ has been created to accompany the new identity.uk/brand/guidelines. For setting text online please use Arial.gov. ‘Moment’ must only be used for taglines and short headings. When using ‘Moment’ please pay particular attention to the kerning ensuring spacing is consistent. For setting text.asp Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 19 Belfast Brand Guidelines .

The logo can be reproduced in any of these colours. The logo may also be reproduced in gold (Pantone 871) or silver (Pantone 877) for special items.colour A palette of 16 colours exists for the identity. When a tagline appears with the logo both should remain the same colour. Aqua Pantone 3272 C99 M0 Y48 K0 R0 G135 B124 #009999 Blue Pantone 541 C100 M58 Y9 K50 R0 G63 B114 #003366 Lime Pantone 383 C35 M0 Y100 K20 R162 G173 B0 #CCCC00 Bright Red Pantone 186 C2 M100 Y82 K6 R198 G12 B48 #FF0000 Terracotta Pantone 159 C1 M74 Y100 K7 R199 G91 B18 #CC6600 Pink Pantone 205 C0 M83 Y16 K0 R218 G72 B126 #FF66CC Azure Pantone 640 C100 M11 Y3 K16 R0 G130 B187 #3399FF Spearmint Pantone 7472 C54 M0 Y25 K0 R91 G187 B183 #66CCCC Fuchsia Pantone 513 C58 M99 Y0 K0 R142 G37 B141 #9933CC Grey Pantone 5425 C45 M16 Y9 K26 R125 G154 B170 #999999 Maroon Pantone 222 C20 M100 Y20 K63 R106 G26 B65 #660033 Purple Pantone 2607 C83 M100 Y0 K2 R79 G11 B123 #663399 Racing Green Pantone 329 C100 M0 Y46 K46 R0 G108 B103 #006666 Tree Green Pantone 7496 C50 M6 Y99 K16 R106 G127 B141 #669900 Slate Pantone 444 C45 M14 Y25 K48 R116 G127 B129 #666666 Sand Pantone 451 C23 M15 Y51 K33 R154 G153 B110 #999966 20 Belfast Brand Guidelines .

Good Examples On very light coloured backgrounds when white is not appropriate the colour for the identity should complement the background colour. Bad Examples 21 Belfast Brand Guidelines .USING THE IDENTITY ON COLOUR When using the new identity on a coloured background. the preferred colour for the identity would be white for maximum contrast.

when white is not appropriate. Bad Example €89 from The euro’s stronger than ever. all the time! We have some of the worlds favourite shops and Ireland’s best hotels. all the time! We have some of the worlds favourite shops and Ireland’s best hotels.come on up and see how far your euro can go! shop and stay visit gotobelfast.come on up and see how far your euro can go! visit gotobelfast. with short breaks starting from an amazing €89 .USING THE IDENTITY ON PHOTOGRAPHS When using the reversed new identity on dark photographic backgrounds the word ‘Belfast’ should either be transparent or a strong contrasting solid colour from our palette to aid legibility. so go on…treat yourself…Belfast’s all about having a great time. Good Examples On very light photographic backgrounds. so go on…treat yourself… Belfast’s all about having a great time.com €89 from shop and stay The euro’s stronger than ever. with short breaks starting from an amazing €89 .com 22 Belfast Brand Guidelines . the colour for the identity should preferably be black to stand out from the background.

If this position is taken by a lead sponsor then the Belfast identity should take the outside right position. This should comply with all minimum size and exclusion zone requirements.CO-bRANDING options Events and publications may be sponsored by a wide range of bodies. To deal with this issue an area should be allocated for co–branding and divided into a grid of equal areas according to the number of brands that need to appear.Multiline Option 23 Belfast Brand Guidelines . PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO Preferred Solution Alternative Solution PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO PARTNER LOGO Preferred Solution . The Belfast identity should always appear in the top left area of the grid. each of which will require its brand identity to appear on all types of marketing collateral.

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 be adopted into different styles of communication spoken or in print to suit any particular audience. 24 Belfast Brand Guidelines . Our tone of voice can subtly direct how the brand is perceived and reinforce the understanding of our brand attributes. In general these have tested negatively in our brand research. Please avoid the use of local terms and slang words.

building a vibrant and dynamic city .right here right now .be inspired by the people and the surroundings Energetic and vibrant Our words should match the vibrancy in the city. witty.the city where anything can happen . conveying expertise and professionalism in enterprise and above all suggesting trust and commitment.OUR TONE OF VOICE Open and outward facing Above all we are a welcoming city. 25 Belfast Brand Guidelines . A tone which creates a space for everyone to join in. causing others to stop and look.forward looking and confident . Enterprising and genuine Our tone reflects a serious approach to business and investment.determined . Determined and optimistic Our tone reflects self confidence. We talk about achievements and vision for the future. welcoming .new things to discover all the time .a character all of its own . Our words should appear realistic. be personal and direct yet accessible with a tone of informality.energetic and enterprising . our words should suggest warmth. An upbeat tone full of energy and enthusiasm reflecting the brand’s call to action – B part of it. Typical phrases we could use in describing Belfast .rich in heritage and culture .genuine. our plans deliverable. warm.

to highlight a comedy festival • B festive. as part of a recycling campaign. • B witty. Examples to be avoided include. For example . • B thrifty • B at home • B a good neighbour At no time should the identity or the tagline be used or associated with themes of an adult or potentially offensive nature. In other situations the tagline can be used to convey positive messages which are in line with a theme or event. Example: • B green.B welcome. B vibrant.THE CALL TO ACTION The tagline or call to action is designed to be a strong positive and invitational statement. B part of it. This should reflect the brand attributes. The tagline however should not be used to convert everyday events or sentiments into a message which will not reflect our brand attributes. A fully detailed explanation of these issues is contained in our terms and conditions which users of the Belfast brand identity must accept and comply with. at the Christmas season. At no time should the tagline be adapted to include another brand or words which directly promote a commercial entity or product. 26 Belfast Brand Guidelines .

challenging viewers to reconsider previously held opinions of the city. Measure the image quality itself against the brand attributes . dynamic. Like the city itself. Photography is a key element of the Belfast brand identity. rest or play. people and events can form a storyboard full of unique references that differentiate our city. Images should go beyond the “tourist lens view” to provide new perspectives to engage and inspire the target audience. nothing about the images should be commonplace. These guidelines apply to images of Belfast at work. 27 Belfast Brand Guidelines . A mix of images comprising place. inspiring.vibrant.OUR IMAGERY STYLE Creative photography of Belfast and its people is a powerful media to capture and communicate the brand’s key attributes.

Photograph buildings from low or unusual angles forming a link with the skyline creating a sense of openness and free space. Use detailed images to convey our inventive past and provide contrasts with modern structures in glass and steel. Natural Environment Use images which reflect the wide and changing palette of colour in the surrounding hills and water. 28 Belfast Brand Guidelines .place Built Environment Belfast’s rich heritage can be captured in the colour. so ensuring a visual link to the city moving forward in all aspects of life with new found energy. texture and elaborate details of our Victorian architecture. Use photography to portray Belfast’s open spaces and its location within a natural environment.

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. inspiring and determined. energetic. Choose imaginative settings and lighting to portray a fully modern workforce – optimistic. 29 Belfast Brand Guidelines . wit and ease to enter the social fabric. determined and enterprising. Create a sense of movement in images to show people at work.

inclusive and new all sentiments which photography of Belfast’s many and varied events can portray. exciting.events Colourful. 30 Belfast Brand Guidelines . Use context and location to differentiate these events from stock library imagery. This presents the opportunity to use a single image to visually spell out the essence of the position - This is Belfast’s moment.

31 Belfast Brand Guidelines .USE IN OTHER MEDIA TV When used in television advertising as the lead creative. The tagline will change to reflect the subject matter and be a strong. The identity should be pronounced: “Belfast … Be here now”. In terms of size and placement on screen. With regard to scale. always keep the identity centred vertically and if there is no tagline centered horizontally also. positive. invitational statement. the identity must always be used as the sign-off device at the end of any piece of television or cinema advertising. 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.

belfastcity. 32 Belfast Brand Guidelines . The tagline will change to reflect the subject matter as a positive and invitational statement.wav Radio 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. wit and vibrancy of the city.uk/brand/ audio/XmasRetailRadioAd. It is vital that the brand’s tone of voice is reflected through any radio advertising drawing on the warmth.gov.You can download examples of radio recordings illustrating correct usage of the Belfast brand at: http://www. The identity should be pronounced: “Belfast… Be (insert tagline)”. Please avoid the use of local terms and slang words which in general have tested negatively in our brand research.

Aqua #009999 Blue #003366 Lime #CCCC00 Bright Red #FF0000 Fuchsia #9933CC Grey #999999 Maroon #660033 Purple #663399 Terracotta #CC6600 Pink #FF66CC Azure #3399FF Spearmint #66CCCC Racing Green #006666 Tree Green #669900 Slate #666666 Sand #999966 33 Belfast Brand Guidelines . If you want to animate the identity in any way please ensure that you adhere to this web safe colour palette. This in turn dictate the tagline size. which in this instance the Belfast B should be no smaller than 50 pixels in height.digital media The only difference from the rest of these guidelines with regards to use online is the minimum size. the minimum size restrictions and never rotate the logo in any way other than the specified options displayed.

The lettering must be correct in every way.3D The identity is extremely tactile when used in 3 dimensions. The minimum size at which a 3d logo should be manufactured is 20mm high. The materials used must be capable of producing shapes that are dimensionally stable enough for the identity to retain its exact form. although the shape can be considered to be two sided. The side with the lettering should be faced outwards in every case. The identity must only appear in 3 dimensions with flat planes and not free curved forms. 34 Belfast Brand Guidelines . However like all other representations these must also comply with strict dimensional guidelines.

applications 35 Belfast Brand Guidelines .

36 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.

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 .

so go on…treat yourself… visit gotobelfast.shop and stay The euro’s stronger than ever.indd 1 13/11/08 15:53:15 38 Belfast Brand Guidelines .com €89 from Belfast in Belfast Christmas 2008 BVCB Xmas BT Ad.

subject to the following conditions. reproduced. published or distributed by anyone else. correctness. nontransferable. logos or company names. You shall not alter. icons or imagery associated with the Belfast brand. without our prior written consent. If you are a business user. You shall not use the “Belfast brand’s tagline” to directly identify. copy and reproduce the electronic images. reliability. disparaging. trademarks. promote. adapt. publication. 39 Belfast Brand Guidelines . fonts and colours). You shall not use the Belfast brand to promote any illegal. permit the material downloaded by you to be used. service names. The rights granted to you under these Terms of Use shall terminate immediately upon your breach of any of these Terms of Use. unfair.terms and conditions Downloading the Belfast brand and its use implies your acceptance of the terms of this user agreement. You shall not copy or imitate the Belfast brand. distinctive colour combinations. You shall not adopt marks. You shall not. immoral or “adult only” activity or in any way which is obscene. graphic designs. software. typography. liabilities. A breach of these terms may result in us asking you to withdraw the offending items with immediate effect at your own expense. non-exclusive. reputation or goodwill or that of any of its citizens. modify. text. vulgar. You shall not incorporate Belfast brand features into your own product name. manipulate. infringing. sponsor or endorse any commercial or retail services or products. It is at the brand owner’s discretion to withdraw a “users” permission based on its sole opinion on material viewed as misleading. We give no warranty as to the accuracy. quality or originality of any material or anything depicted in any material. indecent. All elements of the Belfast brand including. claims. obscene or otherwise objectionable. enhance. logos. libellous. you shall indemnify us against all losses. logos and templates (including scripts. damages. slogans or designs that are confusingly similar to our Belfast brand. All Material must be used in the original and unchanged form in which it is downloaded. unsavoury or defamatory or which could harm or compromise the city name. costs and expenses which we may incur howsoever arising or resulting from any reproduction. add to or delete part of the Belfast brand. including the look and feel of the brand. We grant you a limited. distribution or other use (whether authorised or unauthorised) of any brand material provided to you. Use of any brand material shall be entirely at your own risk. royaltyfree right to use. We reserve the right to change these Terms of Use from time to time without prior notice by changing them on this site. but not limited to. defamatory. photographs and graphics is and will remain the property of Belfast City Council.

belfast Visitor and Convention bureau 40 Belfast Brand Guidelines .ADDITIONAL bRAND GUIDELINES .belfast City Council .

Our shared aim is to add value to the brand. 41 Belfast Brand Guidelines . work.ADDITIONAL bRAND GUIDELINES Introduction Belfast City Council has taken a significant lead for the city in its move to redefine the Belfast brand. As brand owners it is essential that both Belfast City Council (BCC) and Belfast Visitor and Convention Bureau (BVCB) lead the way in terms of creative and consistent use of the new identity. This will see Belfast continue on its journey to becoming a world-class place in which to live. These additional pages in the brand guidelines seek to clarify internal issues and provide guidance in cases of apparent brand conflicts. Our hope is that the new identity and our brand’s attributes will be adopted by many organisations in both public and private sectors. for the first time creating a brand identity which will provide clear direction for all city marketing. Communications need to be in line with our brand values and attributes. visit and invest.

The chosen tagline may then be adopted as an “umbrella” covering all messages on that theme. In other words while B active may appear as a headline in one part of a campaign. This tagline should then be used consistently so there is not a continuous search for new taglines. High The identity can be used legitimately as the lead message in any campaign or communication where a tagline can be adopted as a call to action in line with the campaign’s theme. Examples of lead messages – Leading a campaign for leisure centres Leading a campaign for recycling Once a tagline message has been adopted then the use of the identity can move freely up and down the hierarchy dependant on the importance of each element in the communication. The following examples seek to explain this further. it may appear as a sign off in another communication. Communications to the business sector 42 Belfast Brand Guidelines . It is possible to imagine a sliding scale of importance or hierarchy for the use of the Belfast brand.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.

rather than exclude the identity completely the priority.HIERARCHY OF MESSAGES Low In situations where the identity is at the bottom of the hierarchy of messages (for example when there are too many other messages). should still be to maximise its size within the space available whilst still complying with exclusion zone rules. social responsibility issues etc. 43 Belfast Brand Guidelines . This default is “B part of it” This is a positive call to action to whatever event or activity is being promoted and could equally apply to recruitment messages. or feel that the identity is weaker when it appears without a themed tagline. In these situations we have the possibility to use a “default” format. Default Use We should not feel pressurised to find a themed tagline for every use. where possible. There maybe situations where it is appropriate to adopt the “default position use”. Please note that there is a choice of formats to choose from dependant on available space – the compact version with underhung tagline or the linear form tagline. This is best achieved by using the solus version of the identity without a tagline.

entertained Please refer however to our main guidelines about taglines – the call to action . . Three tests should be applied when reviewing any communication or piece of marketing collateral in relation to our brand. When used internally it is best to adhere to the versions already adopted or else the logo or default versions. providing that it meets these guidelines.INTERNAL and EXTERNAL USE Internal Use The Belfast brand is for everyone so please feel free to use it in internal communications as well as external.does it have a clear and understandable message? .does it reflect the Belfast brand values and attributes? .does it comply with all the rules in the brand guidelines document? 44 Belfast Brand Guidelines .which states that taglines “should not be used to convert everyday events or sentiments into a message which does not reflect our brand attributes”. External Use We want to use the identity whenever and wherever possible.

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.Belfast City Council or Belfast brand. The key message can be expressed well in a call to action and the service provider (city centre retailers) is not BCC. join us in Belfast Acceptable Solution Lead with the Belfast brand. B part of it. The objective is not to exclude the BCC logo and it may be possible to highlight BCC’s sponsorship for the event in other supporting material. Logic The target market is wide and goes beyond ratepayers.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.Target market . .Content of message . As in the case of hierarchy of messages. a similar sliding scale or balance applies when choosing which identity to lead with . it is a balancing act between identities. shop late. In this case the opportunity to use and strengthen the brand takes priority over the need for users to know that BCC sponsored the campaign.Sponsorship 45 Belfast Brand Guidelines . Target market Shoppers and visitors to Belfast Message Call to action. Three factors must be considered: Example One Activity Advertising banners for city centre late night opening. This is a process of deciding what action will add value to the Belfast brand.

duel IDENTITIES – belfast City Council Example Two Activity Literature detailing household bin collection Target market Ratepayers Message Factual. the service provider and the message is very much exclusive to BCC. inspired 46 Belfast Brand Guidelines . informative. Additional use of the Belfast identity does not compromise either the message or the Belfast brand. It is essential that the user can directly relate the service to the provider and easily access contact information. Example Three Activity Information leaflet on cemeteries and crematorium services Target Market Anyone seeking these services Message Factual. An option to use the Belfast identity with a B green tagline may also be appropriate somewhere in the literature. Logic This is a case where the activity. informative. details of service Acceptable Solution Use the Belfast City Council logo as the sole identity Logic This is a purely factual activity where BCC as service provider must be prominent and the application is not likely to add brand value to the Belfast brand. details of service Acceptable Solution The Belfast City Council logo should be the lead identity.

Co-branding 7. Moment typeface 4. Exclusion zone 3. Imagery 47 Belfast Brand Guidelines . Minimum size 2. Tone of voice 8.checklist 1. Colour 6. Use of taglines 5.

belfastcity.gov.Click www.uk/brand for updates on the brand 48 Belfast Brand Guidelines .