Brand Guide

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Sutton Brand Guidelines

The Sutton Brand Guidlines

Our success is a direct result Of knOwing hOw tO market a brand and having the right peOple representing the brand

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London Borough of Sutton

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cOntents: tO be filled Once page layOut cOnfirmed

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Our visiOn is tO build a sustainable cOmmunity in which all can take part and all can take pride.

Our five cOre values – which fOrm the acrOnym pride – reinfOrce the visiOn and reflect the way in which we wOrk.

we are cOmmitted tO:Working in PARTNERSHIP with people who live and work in SuttonMaking services open and accessible so everyone is listed to and treated with RESPECTSeeking INNOVATIVE approaches to provide better, more cost-effective servicesPromoting DIVERSITY, fairness and equality by recognising and celebrating differencesEMPOWERING everyone so we can all take part and take pride as active citizens and staff

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About the brandOur ambition is to be an exemplar for a modern local authority: open and ambitious, creative and in touch, providing excellent services and value for money.

Our vision is to build a sustainable community in which all can take part and all can take part. We are committed to making the borough fairer by reducing inequality, promoting choice and providing value for money. We also want to make the borough safer, with the lowest crime rates in London, and greener, reducing car use and shrinking Sutton’s carbon footprint.

As the Sutton offer grows it is increasingly important that we look cohesive in our approach to the customer. Anything not covered in these guidelines please contact: [email protected]

If In DoubtShould you require any clarification on the use of the Sutton brand, or advice on specific applications not covered in this document please contact

Brand GuardianAddress line 1Address line �Address line �Postcode

Telephone NumberFacsimile NumberEmail [email protected] www.sutton.gov.uk

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What is corporate identity A council’s brand and corporate identity play a vital role in making residents understand the link between the council tax they pay and the services they receive in return. The Sutton Council brand is a powerful tool; it says who we are, it’s how people recognise us, and it’s how people remember and relate to us.

The corporate identity plays a critical part in building and maintaining our brand. It is vital that everyone involved with it continues the consistent and quality application of the corporate identity and the brand.

Why do we have a brand?To raise awareness of the wide range of services we provideSo residents can see we get things doneSo residents know how to access our servicesSo residents can see what they pay their council tax forTo communicate our brand valuesTo provide a consistent look and approach to all communications and services

This approach is endorsed by research conducted for MORI, the Local Government Association and the Improvement and Development Agency (IDeA). This found that a strong brand improves resident satisfaction, while councils that don’t consistently apply their corporate identity have lower awareness ratings.

The research identified 1� core actions which, when delivered well, are proven to have a marked and positive impact on a council’s reputation1. One of these core actions is to ensure the council brand is consistently linked to services.

A strong brand and corporate identity helps the public to understand what they pay their council tax for. The visual expression of our brand, on things like vehicle livery, logos and staff uniforms, are key to how people see the council. Having a consistent visual identity helps people to understand what services we offer and the value they get from paying their council tax.

The LGA’s Reputation Project highlighted the need for strong management of a council’s identity and brand as vitally important to the public perception of local services.

The way that we badge our services is just one element of what makes up the council’s brand. It also includes the collection of understandings, ideas and experiences that make up the public’s view of the council. Our identity also includes the language and tone of voice we use when we communicate with residents, and each other.

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1. See the LGA’s research on Reputation: http://reputation.lga.gov.uk

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Often these logos are recognised by a limited, but critical, audience and it is better to ensure they are aware of it rather than placing it on all literature where it will have less impact.

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The Visual Elements

understanding hOw the visual identity wOrks helps tO prOvide suttOn with a cOnsistent and cOhesive lOOk acrOss all Of its internal and external materials

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LogoThe primary Sutton logo is made up of three distinct but inseparable elements.

Logotype / Tree / Circle

These three elements form the cornerstone of the Sutton brand and should be used prominently on all public material.

LogotypeTreeCircle

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CrestSutton has a Mayoral crest. This crest should be used only for purposes to do with the Mayor directly and bears no relationship to the Sutton logo. This crest is used in activities with regard to the Mayor’s role in representing the Council, Mayoral office events or those endorsed by it. The crest is should never used in any non-Mayoral activity as a substitute for the logo.

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Formats (Colour)

Print

Pantone colour accurate printed artwork always use the EPS file (as listed below)Filename.eps

� colour printed artwork always (where possible) use the EPS file (as listed below)Filename.eps

DigitalDigital artwork always (where possible) use the GIF file (as listed below)Colour Filename.eps

Formats (Mono)

Print1 colour artwork always (where possible) use EPS files (as listed below)Black Filename.epsWhite Filename.eps

DigitalBlack Filename.epsWhite Filename.eps

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Sutton logo: White

The Identity

The OptionsThe Sutton identity has three coloured states in which it can be used.

ColourThe Sutton logo is displayed in its core brand colours. The logo in full colour should be used in all instances that are possible, this includes against white backgrounds, coloured backgrounds where there is a suitable level of contrast between background and logo and against photographs where there is a suitable level of contrast. The logo must always be clearly visible.

BlackThe Sutton logo appears as a black logo when used against busy photographic images, in single colour/mono documents or against light background documents that the full colour logo is not suitable for. The logo must always be clearly visible.

WhiteThe Sutton logo appears as a white logo when used against busy photographic images, in single colour/mono documents or against dark background documents that the full colour logo is not suitable for. The logo must always be clearly visible.

Don’tThe identity never appears as the solid Sutton redThe identity never appears as the solid Sutton greenThe identity never moves the colours of the identity aroundThe identity never has coloured keylines around it Wherever possible the full colour logo should be used

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Sutton logo: Colour

Sutton logo: Black

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Clear SpaceThe Sutton logo should be allowed to breathe without clutter.To allow this a negative space allowance has been created, nothing should encroach upon this space.

Sutton logo with clear space

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Maximum and Minimum Spaces

LegibilitySmallest and largest size specifications have been determined with reference to the legibility of the strapline. In cases where print quality or low resolution applications are likely to impair legibility, minimum size must be increased to ensure that the legibility is preserved.

SmallestThe logo should be used at no less that 1�mm wide.

LargestWhen reproducing the logo at larger sizes, it should not exceed 1/� the width of the page,whilst also adhering to the exclusion zone guidelines. In cases where the logo is being used for a title page flexibility is allowed.

Large FormatWhen reproducing the logo for large format print, please contact the [email protected] for advice on suitable proportions.

DigitalWhen being reproduced in digital format, the logo should appear at no less than 1�0px wide and in proporation in pixel height.

1�mm minimum size / All colour variants / small documentation1

��mm minimum size / All colour variants / all other documentation�

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How to Use and How Not to Use

VisibilityThe logo should only be placed on images where the logo is visible - busy photographs should not be used (please see image guidelines on page 1�).Where the logo is reproduced against a photographic image it should remain clear and prominent on the page or reproduced as a white out.

ResizingAny resizing of the logo should retain the original proportionsThe logo should not appear skewed, squashed or stretched

Integrity of the ElementsThe logo should never appear separate from the logotypeLogo should be visibleLogo should not be rotated or squashedLogo should appear against suitable backgroundsLogo should always appear with the logotypeThe clear space should also be maintainedThe logo should never appear in colour beyond those given in the brand specification

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Squashed

Missing element

Incorrect colour

Skewed

Busy

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Strapline

What is itThe strapline for Sutton is ‘London Borough of Sutton’. Wherever possible this should be used to help strengthen and reinforce Suttons connection within London.

This strapline should only ever be used in tandem with the logo and should always be to the opposing corner of the documentation to the logo.

UsagePrintAdvertising, corporate material and marketing literature:the logo should appear with the strapline wherever possible.

DigitalPlasma screen displays and multimedia presentations:the logo should appear with the strapline wherever possible

Websites/HTML newsletters:Unless legibility can be guaranteed, the logo should be used without the strapline.

Low resolution documentationWhere the Sutton logo is being reproduced in lower resolution documents (such as fax headers), then it should be used without the strapline, unless legibility can be guaranteed.

ExamplesExamples of the above strapline usage can be found in the application section of the Sutton Brand Guide.

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ColourColour is one of the key methods of identification and communicationHere we will look at corporate palette and the supporting palette

Sutton RedPantone �00 CMYK 0/100/��/1� RGB 0/0/0HEX CE11�1

Sutton GreenPantone ��CMYK 100/0/��/�RGB 0/0/0HEX 00�B��

Sutton GreyPantone �� CMYK ��/�/0/��RGB 0/0/0HEX ��0

Sutton BlackCMYK 0/0/0/100RGB 0/0/0HEX 000000

Sutton WhiteCMYK 0/0/0/0RGB 0/0/0HEX FFFFFF

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Supporting PaletteThe supporting palette can provide Sutton with a way to differentiate its service lines. The palette below covers the major service areas. For further information about where your service lies please contact [email protected]

ServicePantone

CMYK RGB HEX

N/ACool Grey �0/0/0/10��0/��0/��0E�E�E�

N/ACool Grey 110/�/0/��/�0/�1��/�0/�1

N/AWarm Grey �0/�/�/��/��/�1�E�E�DA

N/AWarm Grey �0/11/�0/��1��/1�0/10��/��/��

ServicePantone

CMYK RGB HEX

Environment��0/��/100/��1��/1��/�1��F��

Senior��1��/�1/0/0�� /11�/1��1B�

Adult��100/��/0/��/��/�10��D

Children�0��1/0/�/01��/�0�/�0��ECDD0

ServicePantone

CMYK RGB HEX

Business��0/��/100/��1�1/1�/0B�0C00

Visitors�1��/��/��/0��/��/��C1C��

Housing1��0/��/��/0��/1�1/�1FEB��D

CorporateN/A0/0/0/00/0/0FFFFFF

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The DeviceThe Sutton device provides visual interest were none may exist or where complex visuals require areas of calm. You can find guidance on using the device template guide later in this document. The device should never be used in isolation and is not an integral part of the brand identity.

The device should never be used to define the brandThe device is not the brandThe device should never be a constraining factor in promoting the brandThe device should only be used in scenarios where no other solution can be foundThe strapline or ’take part, take pride’ can be used inside device in order to support the brand

ExamplesExamples device use can be found in the application section of the Sutton Brand Guide

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ImagesThe style of image should be simple reportage visuals that provide a striking visual and avoid clichés. Wherever possible use commissioned photography or good quality stock photography (examples of which are shown throughout this document). Please contact [email protected] for access to photographic styles and photogaphers.

Stock photography can be sourced from the following locations:

www.gettyimages.comwww.dreamstime.comwww.jupiterimages.comwww.punchstock.comwww.istockphoto.com

Always ensure that you have purchased the right kind of licence for any stock photography you wish to use. Images supplied by google and other forms of search engine will not come with the required licence and you will leave your organisation (and you personally) open to prosecution for Intellectual Property theft. If in doubt please contact [email protected]

Where a non-photographic solution is required an illustrative option may be considered, illustrations like photography can be purchased through reputable stock libraries or via commisioning.

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People imagery

Environmental imagery

Environmental imagery

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Typography

at the heart Of a great brand and great design is amazing typOgraphy. this brief Overview will prOvide the guide as tO the way suttOn handles the visual side Of the written wOrd

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Typographic ConventionsThe corporate font family for use in the Sutton brand is the Helvetica NeueWhere this is not available Arial should be used as the substitute.

In all PowerPoint documentation Arial should be used for consistency across all platforms and formats (Please see Brand Application section for further details).

No other fonts should be used in corporate communications.

Where the needs of the document are beyond brand guidance please contact [email protected] for advice.

HeadlinesPrimary CondensedSecondary Light Condensed, Bold CondensedWhere these options are not available Arial in a roman weight should be used.

Smaller TitlesPrimary Condensed, Bold Condensed, Roman, BoldSecondary Light Condensed, LightWhere these options are not available Arial in a roman or bold weight should be used.

Bodycopy and Bodycopy HighlightsPrimary Light, Roman, BoldSecondary Light Condensed, Condensed, Bold CondensedWhere these options are not available Arial in a roman or bold weight should be used.

AlignmentThe suggested method for text alignment is left aligned ragged right, as per these guidelines.

ColourColour of copy is document dependentFor corporate communications solid black should be used for bodycopy.

ExamplesExamples of typographic styling can be found in the application section of the Sutton Brand Guide

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Specific do’s and don’ts Effective communication in our publications is dependent on care being taken with how our texts are seen. Good typography within Sutton publications comes from an attitude that regards every detail as important and meaningful. It should lead the reader around the page or spread in the right order, drawing attention to important messages and explaining detail.

DoBreak up long passages of of text with subheads and paragraph breaks for comfortable readingUse text ‘callouts’ – text highlights pulled out from the running text – to enliven the copy and create messages that will be rememberedAnnotate photographs or diagrams to explain their relevanceConsider whether complex or technical information would be communicated more effectively in a table or chartUse the divisional colour for text subheads, callouts and information panels on our factsheets

Don’tSet line lengths greater than 1�0 characters or fewer than �0 charactersSet large amounts of text in a highlight colour. Use these colours sparingly to catch the eye, but not to overwhelmOveruse a combination of colour and weight change when emphasising text when one or the other may be sufficientUse too many text sizes or styles within a document. Simpler is usually betterSet more than 10 bullet point listings on one page and preferably not in one location

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Helvetica Neueabcdefghijklmnopqrstuvwxyz (light)

abcdefghijklmnopqrstuvwxyz (light italic)

abcdefghijklmnopqrstuvwxyz (roman)

abcdefghijklmnopqrstuvwxyz (italic)

abcdefghijklmnopqrstuvwxyz (medium)

abcdefghijklmnopqrstuvwxyz (medium italic)

abcdefghijklmnopqrstuvwxyz (heavy)

abcdefghijklmnopqrstuvwxyz (black)

abcdefghijklmnopqrstuvwxyz (light condensed)

abcdefghijklmnopqrstuvwxyz (light condensed italic)

abcdefghijklmnopqrstuvwxyz (medium condensed)

abcdefghijklmnopqrstuvwxyz (medium condensed italic)

abcdefghijklmnopqrstuvwxyz (bold condensed)

abcdefghijklmnopqrstuvwxyz (heavy condensed)

Arialabcdefghijklmnopqrstuvwxyz (regular)

abcdefghijklmnopqrstuvwxyz (italic)

abcdefghijklmnopqrstuvwxyz (heavy)

abcdefghijklmnopqrstuvwxyz (bold italic)

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Partnering and Co-branding

as an OrganisatiOn with many activities in the cOmmunity we wOrk with a diverse range Of grOups, this sectiOn will suppOrt hOw thOse grOups are harmOniOusly represented alOngside the suttOn brand

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Partnerships

Co-branding introductionAll Sutton Council services and projects must be clearly identified through the council’s corporate identity. Central to the understanding of the work of the council is our presence across the borough in terms of a visual identity. We are accountable for our services and have a duty to explain to taxpayers how their money is spent.

The council works in partnership with a wide variety of organisations. The need to show that we’re operating in partnership and give credit to our partners can present issues in terms of presentation.

It is recognised that with partnerships where there is not a straight forward client contractor split consideration needs to be given to the best approach. This can depend on a whole range of issues from accountability to percentage of funding and we have included a useful flow chart to help you through the decision making process.

This chapter gives advice on how to represent contractors, business partners and sponsors in communication materials, signage and livery. Any company or organisation delivering services on behalf of the council should adopt the Sutton corporate identity and take responsibility for its accurate representation on uniforms and vehicles.

ContractorsAll Sutton Council services should be branded in the council’s corporate identity, with no exceptions. Contractor logos will not feature and existing contractor logos will be phased out over time.

NB: This guidance should be communicated to contractors at tender/contract negotiation stage and written into contracts. A vehicle/uniform/signage cleaning agreement should also be written into street-based service contracts.

The following paragraph should be included in contracts and tender documents:

“All services provided by any organisation on behalf of Sutton Council must be delivered using the council’s corporate identity. At the outset of the contract Sutton Council will approve templates for any marketing materials and designs for any vehicle livery or uniforms required for the operation of the contract to ensure Sutton Council’s identity is represented appropriately.’

All materials should use the Sutton logo as the primary logo. The inclusion of the following words on publicity material in an appropriate place (to be agreed by Sutton Communications Team) may be considered: ‘x service provided by xxxx’.

All public relations or marketing activity involving, quoting ar referring to Sutton should be cleared with the head of communications at the Council.

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The contractor’s logo may only be used in exceptional circumstances and with the express permission of Sutton’s communications team.

Internal ContractsRules also apply to contracts that provide internal council services. All internal customer facing communication should be branded as Sutton. This includes email sign off, call answering protocol as well as signage and printed materials produced under the contract eg Sutton staff payslips. Contractors based within council buildings should not use their branding on materials or signage.

Check-list for contractors – is your communication being used for:

Service delivery ie internal ,or external client directed: use Sutton corporate identity only.Sales and marketing-focused activity for your own business: use own branding: as long as this is not on council property, vehicles or literature that also will be experienced by a large number of customers.Staff communications: contractors can conduct their own internal communications activity using their own branding to their own staff.

PartnersProjects where the majority of funding comes from the council or where the council is the accountable body should use the corporate identity. If support from other organisations must acknowledged use one of the following options:

use a strapline in the curve to acknowledge a joint partner on the cover (fig 1).include a section on the inside front cover where partners are listed and explain their involvement. In the case of reports (page ��) this can go on the inside title page.place partner logos on the back cover of a document (fig �).

However there will be cases where this is simply not feasible such as where space is limited.

If we are a partner but not the lead partner in a project and our logo is required to demonstrate our support, you should provide the corporate logo on page ��. You should not use the ‘supported by’ logo (see section �.�.� for its correct usage).

Partnership LogosThere are existing partnerships in Sutton with their own identity eg The Sutton Partnership, Sutton Drug and Alcohol Action Team and Sutton Learning Disability Partnership. We are currently reviewing all partnership logos. Some of these will remain, some will be phased out over time. No further joint logos should be agreed without the authorisation of the head of communications. A full list of all permissible partnership logos will be included in the next version of the guidelines and on the intranet.

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Is the service or project you are publicising entirely funded and delivered by the council?

Use council’s corporate identity

Is it partnership project between the council and another body or bodies

Is the service or project delivered by a partner, commercial or otherwise on behalf of the council

Are there agreed rules on branding written into the contract with the organisation

Is it a partnership with exisitng branding of its own

Work within the agreed branding for that partnership, but ensure correct use of the logo

Is the council the accountable body

Is the council the majority funder?

Is the council offering support in other ways and required acknowledgement

Are there agreed rules on branding written into the contract with the organisation

Defer to the partner organisation’s branding and ensure correct size and position

Defer to the partner organisation’s branding but include the council logo

Use the council corporate identity and if appropriate acknowledge the partner’s involvement

Work within those agreed rules until the contract is renewed but include the council logo

Assume no council involvement, so no council branding

No

Yes

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A Practical ExampleThe NHS identity guidelines support our approach of not devising new logos for new partnerships. The following extract is in relation to children’s trusts:“Creation of new identities and logos: We do not recommend the development of a new identity and logo for your children’s trusts for the following reasons:

Accountability – children’s trust pathfinders are not separate legal entities and accountability for the services provided remain with service provider. The service provider identity should therefore be used to demonstrate this line of accountability.

Recognition – The NHS mark has over a �0% spontaneous recognition rate amongst the public and has high levels of trust and credibility. The local authority logo would similarly have high levels of recognition with the local public. Both these logos are already recognised as deliverers of health and social care services. A new logo would not have this intrinsic recognition and meaning.”

Council FundingThe material should explain the funding agreement in the document’s body text, not add a strap-line to the logo itself. The tick logo below should no longer be used.

This logo should only be used if the council has provided funding for a project or given a grant to an organisation. It should not be used to reflect our support of a project if we are a partner – see section.

SponsorsSome projects or events are part-funded by sponsorship from private companies or other organisations. In this case their financial contribution needs to be publicly acknowledged as this is often the main reason a sponsor has decided to give their support. Before seeking sponsorship you must think through how you will approach the companies ie your proposal and be prepared to offer sponsorship packages ie what you can offer them in terms of acknowledging their sponsorship eg logos on printed materials.

How you acknowledge sponsorship should be evaluated on a case-by-case basis. You should seek to minimise the display of multiple logos as much as possible.

It is also important that we do not approach the same companies for sponsorship on a regular basis. If you are planning to seek sponsorship ask the communications team for advice.

Service Excellence LogosThe Sutton logo is our promise of excellence and we prefer to use this single, unified approach to logos.

However, if your service has received significant external recognition, such as beacon status, one additional logo on specialised material or recruitment literature is permitted where it is recognised by, or is important to, a particular audience.

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Practical PartneringThe Sutton logo is the lead brand within Sutton – all other brands should be held in a lower hierarchical position.

How Many Partners?Sutton should not be joined by any more than a single supporting logo. Where there is more than one supporting partner a text list should be used in preference on the inside cover or reverse of documentation.

Execeptions to How Many PartnersWhere advertising campaigns are being produced more than a single partner may be required – please contact [email protected] for specific advice.

Single BrandedOn documents that are single branded with the Sutton logo, the logo must also be incorporated at the bottom right hand corner with the strapline delivered into the bottom left hand corner.

When used as a title page (for example PPT presentations) the logo may be positioned centrally on the page. For all subsequent pages the page format should as above.

Dual Branded (Sutton as Lead Partner)On documents that are dual branded and Sutton is the lead partner then Sutton should appear at a greater weighting to any additional sub brands. The Sutton logo should sit in the bottom right hand corner, partners should appear horizontally in the left hand corner working towards the right.

Where this is not possible please contact [email protected] for specific advice.

Dual branded (Sutton as Supporting Partner)On documents that are dual branded and Sutton is a supporting brand Sutton should appear in equal weighting to any additional sub brands but be smaller than the lead brand. Where applicable the Sutton logo should adhere to partners own brand guidelines – if there is a conflict please contact [email protected]

ExamplesExamples of single and dual branded material can be found in the application section of the Sutton Brand Guide

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Copy Style

the cOpy tOne and style will help tO maintain a cOnsistent language as we present Ourselves tO the peOple we serve

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Copy

Tone of VoicePromoting ourselves can come across as alienating, brash, and a waste of money: particularly when using a corporate tone of voice. More importantly, it risks sounding like naked promotion and therefore not credible.

Instead we should speak to residents as equals. This reflects a broader trend among service brands to using a less corporate tone of voice.

Research shows tone of voice should be honest, trustworthy and accessible. In practice this means:

Using everyday languageUsing wit, but not ‘broad’ humourAcknowledging popular perception of councilsUsing this tone of voice makes the message more ‘human’ and credible.

Corporate tone-of-voiceA priority of Sutton council will be providing value for money. Over recent years, we have consistently set one of the lowest council tax rates in the UK. We have achieved this through minimising burecracy and efficiency savings. This has led to our Audit Commission ranking us in the top authorities in the country for sound management.

Accessible tone-of-voiceWe hate red tape and burecracy as much as you do, and try to spend as much money on giving you a good service instead of writing longwinded reports and doing all the things us bureaucrats are famous for. Our auditor agrees and has given us top marks for the last six years and voted us as one of the top councils for managing our budget and giving us value for money.

Note: a corporate tone of voice will still be appropriate for certain documents such as the A-Z or annual reports.

Remember the RulesKeep it shortEliminate jargonBe straightforward

Copy StyleBelow are a list of commonly used wordings, grammar and phrases that have various forms that can be used to express them, Sutton have established a style guide to help in developing a consistent written style for all communications. This is available on page

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Sutton Brand GuidelinesAbbreviationsAvoid unnecessary abbreviations or acronyms

Addresses

Where addresses are given in the body of the text, use commas – eg Mr A N Other, ��

Vincent Square, London, SW1E �QP. Where an address is laid out line by line, do not

indent the lines and leave out commas. Spell out Street, Road or Avenue in full with a

capital letter.

Ampersands (&)

This should only be used in organisational names. Otherwise ‘and’ should be spelt out.

Apostrophes

The most frequently misused punctuation mark. Apostrophes indicate:

belonging – “Mrs Smith’s house is in Hammersmith”, or

a shortened word – “There’s the road”.

‘Its’ is an exception to this rule, and means ‘belonging to’ – “This is my car. Its engine is the

latest model”. When short for ‘it is’ it is written ‘it’s’ – “This is my car. It’s new and very fast.”

Bullet points

For lists of short points use this style:

point one (no cap)

point two (no cap)

point three (no cap and no full stop)

Bullet points should begin with a capital letter but never finish on a full stop

Capital letters

These should be used for highlighting key information. Don’t use too many as this will

mean the remainder lose their impact

Council if you are using the title eg ‘Sutton Council’ but ‘council’ when referring to ‘the

council’ or councils in general

Councillor if specific to an individual eg “Councillor Smith said…” if general eg Sutton

councillors are calling for legislation.

Days of the week

Months of the year

Department if using the specific title eg Education Department – uncapitalise if general

eg “all our departments”

Internet but not ‘website’ and ‘web’

Legislation Environmental Protection Act, subsequent mentions of ‘the Act’ should be

capped

London not ‘central’ London or ‘the capital’Members/members as above

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Proper nouns ie a person, place, or organisation’s name

Parliament, Houses of Parliament, Commons, Lords

Do not capitalise

City unless included as part of a title eg City of London

Cabinet

Committee

Compass points unless used as a name eg South Africa

Email body text this is equivalent to shouting.

Council tax, housing benefit, electoral registration

Cleansing unless you refer to a specific team’s title eg the Cleansing Division

Government/local authority/local government

Clip art

Should not be used on any form of communications material.

Commas If commas are put in the wrong place they are distracting and stop the text from

flowing. Your commas should be in places where, if you were reading aloud, it would

sound natural to stop and take a breath.

Colon

Colons have three main purposes:

To introduce a vertical or a running-text list, eg “She has several positive characteristics:

charm, dignity, and poise”.

To act as a ‘why-because’ marker: “There’s one big problem with tennis on radio: you

can’t see it”.

To separate two sharply contrasting and parallel statements, eg “During Wimbledon,

television is like someone with a reserved ticket: radio is for the enthusiast who has

queued all night to get in.”

Council When referring to the organisation Sutton Council, always use a capital ‘C’.

When referring to ‘the council’ or ‘councils’ in general, use a lower case ‘c’. Always refer

to Sutton as a city not a borough.

Councillors When referring to councillors use the title Councillor followed by the surname.

Include an initial if more than one member has the same surname. The abbreviation of

Councillor is Cllr. Refer to committee chairmen – not chairs or chairwomen. If you are not

referring to a particular member, use councillor with a lower case ‘c’.

Dates Write the date in numbers followed by the month in letters and the year in

full – without commas eg “I called on �0th September �00� to say hello”. Do not use the

day of the week at the top of a letter. Spell out decades – eg the eighties, not the �0s.

Centuries should be written as 1�th century. Similarly use first,

second, third etc up to 11th, 1�th, 100th etc. Do not write dates in the US style ie

‘� October’ or ‘October �’.

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eg or ie?

eg (exempli gratia) illustrates with examples – “Sutton Council has many departments eg

cleansing, social services, education”.

ie (id est) explains – “Sutton Council has many departments ie business units that fulfil

its different functions”.

Do not use points after the letters.

Email

You should always sign off your emails with your signature

Always write ‘email’, not ‘e-mail’ or ‘E-mail’.

Exclamation Marks

The exclamation mark is used at the end of a sentence or a short phrase which expresses

very strong feeling eg “That’s fantastic!” or “Help!” Don’t use an exclamation mark unless

it’s absolutely necessary.

Fonts

Bold should be used for highlighting

Underline do not underline

Centre no centreing for corporate documents

Left justify all bodycopy should be left aligned, ragged right

Justify no justification, individually track and kern

Size 10 point is the minimum where possible

Font Helvetica Neue

Full stops Use full stops to end a sentence. Don’t use full stops after short forms of titles,

between initials of abbreviations, or between first name initials – for example Mr, Mrs,

Cllr, TUC, Mrs A N Other.

Abbreviations Do not use stops when using abbreviations eg or ie

Hyphens

Use the en dash (a dash the width of an ‘n’) where the dash is replacing the word ‘to’

Spans of numbers, such as ‘�–�’

Connecting nouns, such as ‘France–Italy’ final.

��-hour hotline, sub-committee.

Use the em dash (a dash the width of an ‘m’):

Instead of a colon; or to set apart a strong interruption — like brackets or bracketing

commas — within a sentence.

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Indentations

All letters, reports and documents should be aligned left, without indenting the first line of

the paragraph.

Italics

Italics can make your writing clearer and more precise. You should italicise

Book titles

Names of newspapers and periodicals

Scientific names of plants and animals, such as canis dingo

You can italicise to emphasise a word or short phrase using italics. For example, “You

should come to the party.” Don’t over use them, however, or they won’t have the intended

effect.

Italicise foreign-language words that are likely to be unfamiliar to readers. For example, “At

the Ristorante di Dante, I ordered cervello.” Don’t, however, italicise proper names, such

as Ristorante di Dante.

Measurements

No space is needed between an abbreviated measurement and the figure, and no full stop

after the abbreviation. Numbers should always be given in figures – eg 1�cm. Amounts of

money should always be written in figures, eg £10,000.

Numbers

Numbers from one to nine should be spelt out. Other numbers should be written in

figures, except at the beginning of a sentence. eg “There were 1� books”, but “Fourteen

books were on the table.” Fractions should appear as words eg two thirds and you should

not use roman numerals. 1,000 not 1000.

Page numbers

Page numbers should be applied to documentation where appropriate. Page number

location should be dependent on the design

Percent

Use numbers and the percentage sign, unless it comes at the beginning of a sentence

– eg “Ten per cent of the population walk to work.” “More than 10% of the population walk

to work.”

Photocopying

Photocopying should be minimised and where possible documents should be printed.

Ensure the print is legible and has not lost clarity during photocopying. If documents are

usually produced on pre-printed headed paper: do not photocopy.

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Plurals

Collective nouns are followed by a singular verb – eg ‘the council has considered the

issue,’ ‘A committee is looking into it.’ ‘Do not say the council have decided.’

Prices

Be consistent. If you round up pounds, £� can be used in place of £�.00. If pence figures

are included to two decimal points then ensure round pounds appear the same ie £�.00

and £�.

Quotation Marks

Use quotation marks to indicate that the words have been spoken or written by another

person. Quotation marks should enclose everything each speaker says – including their

punctuation. The quotation marks go around the exclamation mark and the final full stop. Each

new quotation should begin with a capital letter, even if it is in the middle of a sentence. This is

because it is the beginning of the quoted sentence.

Single quotation marks are used to quote examples eg ‘the ‘S’ in Sutton’.

Telephone numbers

Numbers should be displayed as 0�0 ��1 1�11 with the spacing as shown. Always

provide the full number, not just the extension. For publicity reaching an inner and outer-

London audience; do not include dashes or brackets and ‘�’ or ‘�’ sticks to the middle

digits eg 0�0 ��1 ��0�.

Time

Use am and pm with figures. To avoid confusion write 1�am as midnight and 1�pm as

noon or midday, and try and avoid using the �� hour clock, if possible. Times are �am-

�am not �-�am.

Semicolon

Semicolons should only be used if really necessary. Short sentences are always better. To

use semicolons safely you need to satisfy two criteria:

the statements separated by the semicolons could stand alone as separate sentences

the topics mentioned in the two statements are closely related.

Status of the document

When you save the document always record which version it is and mark its status ie

‘draft’ or ‘final’.

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Web

The website address ‘www.sutton.gov.uk’ should appear on all documents. If you want

to direct someone towards a specific page request a short address from the web team

rather than inserting a lengthy full address. Also note that ‘Internet’ is capitalised, ‘website’

and ‘web’ is not. Never add a full stop to a web or email address as it may be typed by the

user and prevent access to the site. Use ‘email’ not ‘e-mail’ or ‘Email’.

NB ‘Online’ is one word, ‘on-screen’ is hyphenated.

Sutton

‘Sutton Council’ is our organisation’s name.

The title can be shortened to ‘Sutton Council’ or ‘the council’. The name should be written

out in full the first time you use it in a document. You can then substitute ‘Sutton Council’

with ‘Sutton’, ‘the council’ and ‘organisation’. However, avoid referring to ‘the authority’, as

this sounds bureaucratic.

If you are referring to ‘the council’ in general, do not use a capital ‘c’. You should not

abbreviate to SC.

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Application Guide

this directOry is a visual guide tO the applicatiOn Of the suttOn brand in a variety Of scenariOs. fOr quick reference there is a list Of available artwOrk templates, shOuld yOu need bespOke please cOntact [email protected]

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StationeryApplications Available

LetterheadWith Compliments SlipContinuation SheetFax HeaderBusiness Card

Address line one for SuttonAddress line two for SuttonTelephone / Fax / Email / Website

To whom it may concern

This would be the letter location for Sutton communications with its customers, the letter template would be in MS Word and from there you would just type onto the document. This could either overprint or it could be printed straight onto good quality litho printed stationery. This would be the letter location for Sutton communications with its customers, the letter template would be in MS Word and from there you would just type onto the document. This could either overprint or it could be printed straight onto good quality litho printed stationery

This would be the letter location for Sutton communications with its customers, the letter template would be in MS Word and from there you would just type onto the document. This could either overprint or it could be printed straight onto good quality litho printed stationery

Regards

Sutton

Address line oneAddress line twoAddress line threeAddress line fourPostcode

Date

Reference Code

99

121.532

99

99

12.5

12.5

12.5

5

5

45

10

40

58.76458.764 4.54.558.764

12.5

Illustration: Letterhead

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PublicationsApplications Available

MagazineA� InDesign CS� CoverA� Indesign CS� Internal Page

BrochureA� InDesign CS� CoverA� Indesign CS� Internal PageA� InDesign CS� CoverA� Indesign CS� Internal PageDL InDesign CS� CoverDL Indesign CS� Internal Page

ReportA� InDesign CS� CoverA� Indesign CS� Internal PageA� InDesign CS� CoverA� Indesign CS� Internal Page

LeafletA� InDesign CS� Template A� InDesign CS� Template

Hero 38pt/38pt 8pt space after. Hero copy is used for introductionsTitle 21pt/23pt 8pt space afterSUB TITLESThe bodycopy is set as 10/13pt in Helvetica Neue with 8pt space after, but this is not presecriptive other sizes and weights are available depending upon the project - this is 1pt more leading than usual, this gives the copy some extra breathing space. The font is Helvetica Neue Light and is a highly legible font even at smaller sizes.

Should the document require a highlight in bodycopy I would use either a bold weight highlight or even an italic highlight option, avoid bold italics as these do not reproduce as well as the options shown. Please refer to brand guidelines if unsure. No minimum text size has been set but it should remain legible and in a consistent hierarchy.

Lists› This would be how a list could be formed› This would be how a list could be formed› This would be how a list could be formed

TABLETitle *** *** *** ** *** *** *** ***Title *** *** *** *** *** *** *** ***Title *** *** *** *** *** *** *** ***

SECTOR TITLESUB TITLESThe bodycopy is set as 10/13pt in Helvetica Neue with 8pt space after, but this is not presecriptive other sizes and weights are available depending upon the project - this is 1pt more leading than usual, this gives the copy some extra breathing space. The font is Helvetica Neue Light and is a highly legible font even at smaller sizes.

Sutton Council 2009 Page Number

12.5

12.5

99

76.5

12.5

57

2

40

58.76458.764 4.54.558.764

12.5

Illustration: Sample A� Report Grid

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EnvelopesApplications Available

EnvelopesC� envelopeC� FreepostC� envelopeC� FreepostDL EnvelopeDL Freepost

Illustration: C� Envelope

20 12.5

12.5

324108

108

108

87 (Stamp / Freepost / Freepost Plus Area)

clear space

Address21pt/23pt 1pt space afterAddress line threeAddress line fourAddress line five

TO BE APPROVED

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AdvertisingApplications Available

AdvertisingA� (��0(w)x��(d)) InDesign CS� Colour(DPS)A� (��0(w)x��(d)) InDesign CS� Mono(DPS)A� (�10(w)x��(d)) InDesign CS� Colour(Full)A� (�10(w)x��(d))InDesign CS� Mono(Full)½ A� (10�(w)x��(d)) InDesign CS� Colour(Half - Vertical)½ A� (10�(w)x��(d))InDesign CS� Mono(Half - Vertical)A� (�10(w)x1��(d))InDesign CS� Colour(Half - Horizontal)A� (�10(w)x1��(d))InDesign CS� Mono(Half - Horizontal)A� (��.��(w)x1��(d))InDesign CS� Colour(Quarter)A� (��.��(w)x1��(d))InDesign CS� Mono(Quarter)

Title medium condensed, set at 28pt type over 28pt leading with 8pt space afterThis font is Helvetica Neue Light condensed, the type specifications have been left simple to allow for a greater degree of flexibility within type handling of documents.

This is an example of bodycopy, the bodycopy is set as 9pt text with 12pt leading - this is 1pt more leading than usual, this gives the copy some extra breathing space. The font is Helvetica Neue Light and is a highly legible font even at smaller sizes. Should I require a highlight in bodycopy I would use either a bold weight highlight or even an italic highlight option, avoid bold italics as these do not reproduce as well as the options shown. Pleasae refer to brand guidelines if unsure. No minimum text size has been set but it should remain legible and in a consistent hierarchy.

visit: www.sutton.gov.uk

Strapline

clear space

branded space

border space

image space

19010

10

10

6.559 6.559 59

20

118

10

Title medium condensedThis font is Helvetica Neue Light condensed, see guidelines for other usable fonts, no hyphenation has been set and in this example no colour work is given. Please see guidance on colour for further information.

This is an example of bodycopy, the bodycopy is set as 10pt text with 13pt leading - this is 1pt more leading than usual, this gives the copy some extra breathing space. The font is Helvetica Neue Light and is a highly legible font even at smaller sizes. Should I require a highlight in bodycopy I would use either a bold weight highlight or even an italic highlight option, avoid bold italics as these do not reproduce as well as the options shown. Pleasae refer to brand guidelines if unsure. No minimum text size has been set but it should remain legible and in a consistent hierarchy.

Strapline

10

1905

68

17

n: clear space

100

10

clear space

branded space

border space

image space

1012810

Illustrations: A� landscape and portrait advertisements

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Applications Available Large FormatA0 - A� Posters (Image Led)A0 - A� Posters (Copy Led)

OnlineLarge Web banner (Horizontal)Medium Web Banner (Horizontal)Small Web Banner (Horizontal)Web Banner (Vertical)

LiveryVehiclesClothing

SignageWayfindingBuilding SignsRoad Signs

Illustration: Signage

Signage

For each of the above items please speak to the communications team for bespoke solutions on contact [email protected]

Hero 80pt/85pt 25pt space after. Display copy is used for signage and livery.Display copy is for usage only on signage and vehicle livery, with no hyphenation

6969 8910 1015

15

80

105

105

10

10

10

95

15 10

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MicrosoftApplications Available

MicrosoftPPT Cover TemplatePPT standard page PPT Chart TemplateMS Word LetterheadMS Word Continuation sheetMS Word Fax HeaderMS Word Envelope Labels (�up)MS Word Envelope Labels (�up)MS Word Envelope Labels (�up)

EmailAvailable asJPEG Email Signature

Title Arial Bold 32pt/32pt

Folio

clear space

Strapline

10

10

23

105

100

5

5

234

10 74.66 74.66 74.66

1010

30

10

Title Arial Bold 32pt/32ptThis font is Arial Bold, this is because Arial is a universal font Hierarchy is established through the use of size and weight. Fonts generally are larger in PPT presentations for legibility. This copy is set at 16pt over 18pt leading

This is an example of bodycopy, the bodycopy is set as 12pt text with 16pt leading - this is 1pt more leading than usual, this gives the copy some extra breathing space. The font is Helvetica Neue Light and is a highly legible font even at smaller sizes. Should I require a highlight in bodycopy I would use either a bold weight highlight or even an italic highlight option, avoid bold italics as these do not reproduce as well as the options shown. Please refer to brand guidelines if unsure. No minimum text size has been set but it should remain legible and in a consistent hierarchy.

Folio

clear space

Strapline

10

10

23

105

100

5

5

234

10 74.66 74.66 74.66

1010

30

10

Illustrations: PowerPoint Template

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Stocks and WeightsStocks and weights of paper are very subjective but the Sutton brand should when in print use recycled paper stocks. Revive is the current preferred recycled choice, but as we continue to go greener and cleaner the choice is increasing and the price is decreasing. Please speak either to your paper merchant or printer about stocks.

Weights of stock are dependent on two factors, the first is the job and the second is availablity. Below is a guide to paper weights to help assess your needs.

Letterhead ��0gsm Letterheaded paper 1�0gsmWith compliments slip 1��gsmLeaflet 1��gsmReport cover �00gsmReport 1�0gsmMagazine Cover 1�0gsmMagazine 110gsm

For further information about paper stock and weights please contact [email protected]

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Masterfile Directory

the masterfile directOry prOvides a full listing Of the filenames and links tO the suttOn lOgO. these files shOuld be used in the state prOvided and never amended

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Masterfile Directory

Understanding the assetsThe masterfile directory has been set up to provide a single storage location for all identity assets. From here you will be able to download all the required Sutton logos for any artwork eventuality. Files include EPS (for print) through to PNG (for PowerPoint) a full explanation of each file type and each file is provided below

EPSFor print based material

sutton_pantone.eps

sutton_cmyk.eps

sutton_black.eps

sutton_white.eps

TIFFFor print based material

sutton_cmyk.TIFF

sutton_black.TIFF

sutton_white.TIFF

JPEGFor print based material use 300 version

For screen based material use 72 version

sutton_cmyk_�00.jpg

sutton_rgb_�00.jpg

sutton_black_�00.jpg

sutton_cmyk_��.jpg

sutton_rgb_��.jpg

sutton_black_��.jpg

GIFFor online based material

sutton_online_col.gif

sutton_online_black.gif

sutton_online_white.gif

PNGFor Microsoft based material

sutton_microsoft_col.gif

sutton_microsoft_black.gif

sutton_microsoft_white.gif

Date post:	28-Mar-2016
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Brand Guide

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