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
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

Why create a belfast brand? Objectives for the brand project The making of our brands 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 39 Terms and conditions

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Belfast Brand Guidelines

WHY CREATE A bELFAST bRAND?

A citys brand is an extension of its reputation for every aspect of city life. The brands 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.

04
Belfast Brand Guidelines

ObJECTIVES FOR THE bRAND PROJECT

to develop a brand which would encapsulate and communicate Belfasts unique qualities. to provide an effective citywide identity for all marketing activity. to enhance Belfasts reputation as a vibrant and dynamic city. to contribute to the local business sector and assist in attracting investment in the city. to highlight Belfasts attractions and promote it as a great place to live, visit or study.

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Belfast Brand Guidelines

THE MAKING OF OUR bRANDS 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 to understand what people from both Belfast and further afield thought of our city.

Understanding We discussed the current perceptions of Belfast in focus groups, workshops and in-depth interviews with people drawn from across all sectors of our city region including the business community, tourism and hospitality, culture and arts and youth groups. We talked to visitors, investors, potential visitors and potential investors from ROI, GB, Europe and USA to understand how Belfast was perceived. This allowed us to understand our strengths, weaknesses, characteristics and attributes.

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, development, education, business, transport, community, tourism, media, arts and culture. An online survey gave further opportunity to our target market of media, visitors and investors to contribute to the process.

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. The preferred identity was further refined and officially launched as the Belfast brand in June 2008.

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Belfast Brand Guidelines

bRAND bENEFITS
Our new brand is distinctive, credible, sustainable and reinforces Belfasts position as:
- a confident and contemporary European city - a quality leisure and business tourism destination - a competitive place for companies to locate and grow their business - a great place to live - a place that attracts and retains talent - a magnet for world-leading research and innovation

The process of introducing and communicating the brand to key stakeholders will:
- ensure the brand identity is highly visible across the city - provide a single and united message for all city marketing - create a greater level of civic pride and encourage wider participation in city activities. - unite the public, private, and voluntary sectors in Belfast, providing new opportunities for co-operation and joint cost effective marketing initiatives. - enhance the status and recognition of organisations based in the city who adopt the new identity and associate with Belfasts unique qualities. - contribute to the long-term brand building exercise, change perceptions and add value.

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Belfast Brand Guidelines

belfast brand
Brand Essence Brand Proposition

This is Belfasts moment. This reflects Belfasts coming of age, the turning of a new page and the new shared enthusiasm which is palpable to all those who experience the city.

A unique history and a future full of promise have come together to create a city bursting with energy and optimism.

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Belfast Brand Guidelines

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

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Belfast Brand Guidelines

bRAND attributes
Welcoming, Sociable, Witty, Genuine
These reflect the warmth of the Belfast welcome and the openness of its social fabric, that allows those from the outside to quickly enter into the spirit of things and experience genuine friendship and a little bit of Belfasts unique wit.

Optimistic, Determined, Dynamic, Vibrant

The city has a buzz. New things are happening - there is a determination to keep what is good and change the things that could be better. A vibrant mix of old and new is visual proof of a dynamic city reinventing itself.

Enterprising, Inspiring, Energetic, Bold

A city built on enterprise with a history rich in cultural and commercial inspiration, translates into a modern society with new skills and energy, boldly making its way in todays world.

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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 Belfasts 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 Belfasts moment.

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

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Belfast Brand Guidelines

The logo
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 change the orientation of the word Belfast.

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.

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Belfast Brand Guidelines

logo and tagline arrangement

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

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Belfast Brand Guidelines

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. The zone equates to a space that uses the width or height of B as shown below. This is the recommended minimum area, wherever possible allow more space.

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. 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.

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)

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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 and can move up or down within those column guides (paying attention to the exclusion zones.) However preference is that the B 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.

DL leaet

A5 brochure

6 Sheet

A4 poster

48 Sheet

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Belfast Brand Guidelines

taglines
Adding a strong positive statement to the Belfast B (Be) call to action transforms the logo into an invitation, which can be adapted to suit particular campaign applications. Please note: our brand identity and taglines will always appear in English. Care should be taken when deciding on the statement to ensure that the message couldnt be interpreted as a negative one. The tagline should be no longer than three words and always follows the Belfast B. No words should ever precede the B. The Belfast B should never be used as the first letter of a word.

Incorrect Formats

Negative Message

Metro Monster Mash

Belfasts biggest fireworks display

Belfast City Council and Metro present

Metro Monster Mash

Belfasts biggest fireworks display

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 identity. Moment must only be used for taglines and short headings, not for setting text. When using Moment please pay particular attention to the kerning ensuring spacing is consistent. For setting text, use the primary typeface Helvetica Neue. There are three weights available to give flexibility and impact. For setting text online please use Arial. 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.gov.uk/brand/guidelines.asp

Arial ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

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Belfast Brand Guidelines

colour
A palette of 16 colours exists for the identity. 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. 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

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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. Good Examples On very light coloured backgrounds when white is not appropriate the colour for the identity should complement the background colour. Bad Examples

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Belfast Brand Guidelines

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. Good Examples On very light photographic backgrounds, when white is not appropriate, the colour for the identity should preferably be black to stand out from the background.

Bad Example

89
from
The euros stronger than ever, so go ontreat yourself Belfasts all about having a great time, all the time! We have some of the worlds favourite shops and Irelands best hotels, with short breaks starting from an amazing 89 - come on up and see how far your euro can go!

shop and stay

visit gotobelfast.com

89
from

shop and stay

The euros stronger than ever, so go ontreat yourselfBelfasts all about having a great time, all the time! We have some of the worlds favourite shops and Irelands best hotels, with short breaks starting 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 sponsored by a wide range of bodies, each of which will require its brand identity to appear on all types of marketing collateral. To deal with this issue an area should be allocated for cobranding and divided into a grid of equal areas according to the number of brands that need to appear. This should comply with all minimum size and exclusion zone requirements. The Belfast identity should always appear in the top left area of the grid. If this position is taken by a lead sponsor then the Belfast identity should take the outside right position.

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 - Multiline Option

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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.

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Belfast Brand Guidelines

OUR TONE OF VOICE

Open and outward facing
Above all we are a welcoming city, our words should suggest warmth, be personal and direct yet accessible with a tone of informality. A tone which creates a space for everyone to join in.

Determined and optimistic

Our tone reflects self confidence. We talk about achievements and vision for the future. Our words should appear realistic, our plans deliverable.

Typical phrases we could use in describing Belfast

- right here right now - genuine, warm, witty, welcoming - rich in heritage and culture - a character all of its own - energetic and enterprising - building a vibrant and dynamic city - determined - forward looking and confident - new things to discover all the time - the city where anything can happen - be inspired by the people and the surroundings

Energetic and vibrant

Our words should match the vibrancy in the city, causing others to stop and look. An upbeat tone full of energy and enthusiasm reflecting the brands call to action B part of it.

Enterprising and genuine

Our tone reflects a serious approach to business and investment, conveying expertise and professionalism in enterprise and above all suggesting trust and commitment.

25
Belfast Brand Guidelines

THE CALL TO ACTION

The tagline or call to action is designed to be a strong positive and invitational statement. This should reflect the brand attributes. For example - B welcome, B part of it, B vibrant. In other situations the tagline can be used to convey positive messages which are in line with a theme or event.
Example: B green, as part of a recycling campaign. B witty, to highlight a comedy festival 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. Examples to be avoided include; 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. At no time should the tagline be adapted to include another brand or words which directly promote a commercial entity or product. 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.

26
Belfast Brand Guidelines

OUR IMAGERY STYLE

Creative photography of Belfast and its people is a powerful media to capture and communicate the brands 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 Belfasts 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 Belfasts 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 Belfasts 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 Belfasts 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: http://www.belfastcity.gov.uk/brand/ audio/XmasRetailRadioAd.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. It is vital that the brands 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

digital media
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. This in turn dictate the tagline size. If you want to animate the identity in any way please ensure that you adhere to this web safe colour palette, the minimum size restrictions and never rotate the logo in any way other than the specified options displayed.

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

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

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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

here now

thrilling

witty

moved

sociable

confident

noticed

there

members evening

37
Belfast Brand Guidelines

shop and stay

The euros stronger than ever, so go ontreat yourself

visit gotobelfast.com

89
from

Belfast

in Belfast

Christmas

2008
BVCB Xmas BT Ad.indd 1 13/11/08 15:53:15

38
Belfast Brand Guidelines

terms and conditions

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

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 a significant lead for the city in its move to redefine the Belfast brand, for the first time creating a brand identity which will provide clear direction for all city marketing.
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. Communications need to be in line with our brand values and attributes.

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 brands attributes will be adopted by many organisations in both public and private sectors. Our shared aim is to add value to the brand. This will see Belfast continue on its journey to becoming a world-class place in which to live, work, visit and invest.

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 as the lead message in any campaign or communication where a tagline can be adopted as a call to action in line with the campaigns theme. The chosen tagline may then be adopted as an umbrella covering all messages on that theme. This tagline should then be used consistently so there is not a continuous search for new taglines.

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. In other words while B active may appear as a headline in one part of a campaign, it may appear as a sign off in another communication.

Communications to the business sector

42
Belfast Brand Guidelines

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), rather than exclude the identity completely the priority, where possible, should still be to maximise its size within the space available whilst still complying with exclusion zone rules. This is best achieved by using the solus version of the identity without a tagline. There maybe situations where it is appropriate to adopt the default position use. Default Use We should not feel pressurised to find a themed tagline for every use, 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.

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, social responsibility issues etc. 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.

43
Belfast Brand 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. External Use We want to use the identity whenever and wherever possible, providing that it meets these guidelines.

entertained

Please refer however to our main guidelines about taglines the call to action - which states that taglines should not be used to convert everyday events or sentiments into a message which does not reflect our brand attributes. When used internally it is best to adhere to the versions already adopted or else the logo or default versions.

Three tests should be applied when reviewing any communication or piece of marketing collateral in relation to our brand.
- 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

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

- Target market - Content of message - Sponsorship

45
Belfast Brand Guidelines

duel IDENTITIES belfast City Council

Example Two Activity Literature detailing household bin collection Target market Ratepayers Message Factual, informative, details of service Acceptable Solution The Belfast City Council logo should be the lead identity. 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, the service provider and the message 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. Example Three Activity Information leaflet on cemeteries and crematorium services Target Market Anyone seeking these services Message Factual, 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.

inspired

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