External signage guidelines - St John Ambulance in …my.sja.org.uk/Resource/pdf/SJA External...

GUIDELINES

External signage guidelines

2 St John Ambulance External signage guidelines

Contents A note on bAlAnCe

This toolkit contains a number of different elements. Together, they present a full picture of our work, so make sure that you incorporate as many different elements as you can into the space.

A word of caution, though – too much branding can be overwhelming. Don’t try to cram too much into your space: less can sometimes be more.

Why this guide matters 3Using our logo 4Our colours 5Our typeface 6Putting it all into practice 7Principal external signage 8 Positioning 9Secondary signage 10 Projecting wall sign 10 Directional signs 11 Monolith signs 12 Freestanding signs 13 Location signs (main entrance) 14 Internal descriptor signs 15 External descriptor signs (long signs) 16 Display frames 17Vinyl window graphic 18Rules and regulations 19Contact Details 20


Our buildings are one of the best opportunities we have to show people what we’re all about. That’s why it’s important that they’re immediately recognisable, welcoming, and present the organisation in the best possible light.

These guidelines will provide you with all the guidance you need to produce consistent and professional external signage for your building.

Why this guide mAtters

How to use themGive this document to your signage supplier (the Brand team can recommend one). Make sure you get them to send the artwork proposal to the Brand team to review, before any signage goes into production.

These guidelines should be regarded as mandatory unless special local circumstances apply – if that’s the case, please get in touch with the Brand team at NHQ.


using our logo

The only version of the St John Ambulance logo to be used for building signage is the ‘3D’ version; this refers to the 3D-effect ‘sheen’ within the roundel.

Wherever possible we use the black verison of our logo. However when this is not possible we use the white version. Please contact the Brand team for vector files of the logo.

The exclusion zoneThe logo must always be surrounded by an exclusion zone to ensure that it has maximum visual impact. Never position any other type, matter or graphic device within the pre-defined exclusion zone.

When creating signage, the exclusion zone can be calculated by taking the measurement ‘X’ from the letter ‘m’ in the word ‘Ambulance’ as shown.

The words ‘St John Ambulance’ in the logo are not in Whitney font. Never try to recreate the words ‘St John Ambulance’ in the logo using Whitney font; always use the approved artwork.

Black version showing the ideal exclusion zone

White version showing the ideal exclusion zone

x

x

exclusion zone

exclusion zone

x

x

x

x

How not to use the logoWherever possible the black version of the logo should be used. Please do not use old versions.

The only exception to using the logo in its entirity is the projecting wall sign (see page 10), which solely represents the roundel.

If you are concerned that the primary version of the logo will not fit into the space you have available, please contact the Brand team to discuss your requirements.

ExampleThese versions are old and should not be used


Everyone recognises the St John Ambulance green – all our volunteers wear it and it’s at the heart of our colour palette. Depending on what sort of materials we’re producing, we can brighten the mood with yellow, or tone it down with neutral grey.

Here are the Pantone, CMYK and RAL references for all six colours.

our Colours

PMS7482

CMYKC: 90M: 0Y: 93K: 0

RAL6037

PMSBlack

CMYKC: 0M: 0Y: 0K: 100

RAL9005

PMS341

CMYKC: 95M: 5Y: 82K: 24

RAL6016

PMSCool Gray 7

CMYKC: 0M: 0Y: 0K: 40

RAL7004

PMS395

CMYKC: 10M: 0Y: 95K: 0

RAL1016

PMSWhite

CMYKC: 0M: 0Y: 0K: 0

RAL9016

ExampleThe inspiration behind our colour palette


We’ve chosen a typeface called Whitney that will be instantly recognisable as ‘St John Ambulance’. It’s confident and contemporary, energetic and easy to read. This should be used for all text on St John Ambulance signage.

Use Whitney Semibold in title case for signs as it’s easier to read than uppercase.

Please note: Never recreate the words St John Ambulance in the logo using the Whitney font. Always use the approved artwork.

our typefACe

Whitney SemiboldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890!@£$%^&*()?”

Text on signage All text on signage should be clear and concise. Please refer to our writing style guides on the resource site for clarification.

Additional points to consider are: Always left align text. Don’t justify or

centre your text

Do not use the ampersand (‘&’) symbol. Use ‘and’ instead

Forward slashes don’t need a space either side

There is only one space after a full stop, not two

Do not use full stops on the ends of points of lists on signage; not even on the last point

As a general rule, only the first word of a point on signage takes a capital letter

our typefACein detAil

Font sizesReading distance and letter size need to be taken into account to provide adequate signage for people with differing levels of vision.

The minimum recommended letter sizes for text on St John Ambulance signage is:

Long distance reading – 150mm caps height (Such as building entrances)

Medium range reading – 50–100mm caps height (Such as reception ID signs and directional signs in corridors)

Close up reading – 15-25mm caps height (Such as directories and wall mounted information signs)

Also, remember: Consistent line spacing is essential and

should be set no less than 1.5

Symbols should be at least 100mm in overall height.


putting it All into prACtiCe


Our logo is the most recognisable aspect of our corporate identity, and so we’ve made it a key part of our external signage. The signage should be displayed prominently on the building, and be visible from as many of the main angles of approach as possible.

The logo can either be printed onto a plain background panel, or recreated as a large three-dimensional cut out graphic in powder coated acrylic.

Three sizes of the cut out graphic have been set to take into account a range of buildings: large (3,450 x 1,200mm), medium (2,300 x 800mm) and small (1,440 a 500mm). Do not alter the size ratio between the letterforms and roundel, or amend the logo in any way.

The cut-out graphic can be illuminated or non-illuminated. The illuminated variant comprises a 3D roundel (back-illuminated to create a ‘halo’ effect), plus individually cut 3D letterforms which house the light source for back illumination. Light is also emitted from the cross. The non-illuminated version comprises a 3D roundel and individually cut 2D letterforms.

prinCipAl externAl signAge

Cross-section of the illuminated cut-out graphic

Cross-section of the non-illiminated cut-out graphic

Roundel profile

Roundel profile

3D Letterform profile

2D Letterform profile


An invisible exclusion zone needs to be in place around all applications of the logo. The exclusion zone needs to be adhered to whether the logo is placed directly onto a building (as in the three-dimensional cut-out design), or placed onto a plain background panel.

Never position any other type, matter or graphic device within the pre-defined exclusion zone.

When creating signage, the exclusion zone can be calculated by taking the measurement X from the letter ‘m’ in the word ‘Ambulance’.

Here are some examples of how to apply signage to building exteriors. The sign needs to be clearly visible, so positioning and size are key as well as deciding which sign you are going to use.

prinCipAl externAl signAgepositioning

Example 1

Example 2

x

x

x

x


Where the surface area on a building is limited, the roundel element from the St John Ambulance logo can appear as a projecting wall sign. There are two versions of the projecting wall sign: illuminated and non-illuminated.

This projecting wall sign can only be used on buildings where the full logo already appears prominently as 3D cut out graphic signage or 2D/3D graphic panel signage.

seCondAry signAgeprojeCting WAll sign

Here’s a guide to how large the projecting wall sign should be:

Format X measurementSize 1 1,200mmSize 2 800mmSize 3 500mm

Front view

Profile

x

x


Please use the ISO 7001 recommendation for arrows, which is a solid arrow whose ends are parallel to the main stem, not cut off at 90 degrees.

The standard direction sign should always be black copy on a white background, and should not include the St John Ambulance logo.

Monolith signs are available from most signage suppliers; see p17 for information on sign dimensions.

seCondAry signAgedireCtionAl signs

Direction monolith

Correct Incorrect Standard direction sign

reCeption

CAr pArk

Visitor pArking

CAR PARKRECEPTION

EXIT


Monoliths can be used at our larger centres to show a list of where things are.

For monoliths of different sizes, refer to the Monolith dimensions (bespoke) diagram:

Calculate the height of the black section as 20% of the height of the sign

The height of the roundel (Y) in the logo is two thirds, or 66.6%, the height of the black section

Use a measurement of X taken from the letter ‘m’ in the word ‘Ambulance’ as an exclusion zone above and below the logo

Centre the logo

The width of the logo dictates the width of the text box.

seCondAry signAgemonolith signs

200

50

300

50

200

1500

300

800

X

¼ X

X

¼ X

20% ofheight

20% ofheight

Y

Illuminated versions highlight the text, cross and halo. For this option, use a lightbox which leaves the cross and text showing through, cover the remainder in black and apply vinyl to the halo section as shade out.

Only the St John Ambulance logo should appear in the black panel at the top of the sign.

Text should be at least 150mm caps height, and aligned left, apart from on the directional monolith where the direction of the arrows will dictate whether the text is aligned left or right.

Please refer to the arrow design guidance.Only black and white can be used on these signs.

Suggested materials: aluminium or acrylic, wrapped around aluminium poles.

Monolith dimensions(for a 1500 x 800mmmonolith sign)

Monolith dimensions(bespoke)


Use these signs in outside areas (for example car parks) to welcome people into the building and show them they’re at the right place.

The height and width of your freestanding sign will depend on where you plan to position it. The two diagrams indicate general sizes for either tall or small signs.

Text should be at least 150mm full caps height and aligned left.

The sign should be white, with black text. There are no exceptions to these colours.

Suggested materials: acrylic panel with brushed aluminium poles.

Templates are available for these. Contact [email protected]

seCondAry signAgefreestAnding signs

X X X X

X

X X

X X X

X X

X X 08700 10 49 50

sja.org.uk

08700 10 49 50sja.org.uk

800–1100mm 1000mm

1500

–200

0mm

9000

mm

Please note: you should only use either the national St John Ambulance 08700 phone number or a regional contact number.


Use location signs to welcome people and show them where you are. These are best placed by the main entrance door, which leads to the reception.

Text must be at least 50–100mm caps height and aligned left.

Suggested material: acrylic.

Dimensions given are a default size (A2), although signs can be smaller or larger to fit space available, providing proportions are retained.


seCondAry signAgeloCAtion signs (mAin entrAnCe)

Please note: you should only use either the national St John Ambulance 08700 phone number or a regional contact number.

594mmCentred logo

420mm

X

X

X X

X

08700 10 49 50sja.org.uk

X


Use internal descriptor signs to help guide people around your building.

Text should be 50–100mm caps height and aligned left.

Suggested materials: acrylic, foamex.


seCondAry signAgeinternAl desCriptor signs

Training Department

X

X

X

X

X

X2


Use external descriptor signs to help guide people around your buidling.

The text should be set in Whitney Black.

Text must be at least 50–100mm caps height and aligned left.

Suggested material: acrylic.


seCondAry signAgeexternAl desCriptor signs (long signs)

Warehouse Entrance

X

X

X2

X X

X


Two styles of notice board are available from our preferred supplier, NSI:

An internal notice board (comprising four lockable A4 display frames, intended to display internal communications materials).

An external notice board (comprising three lockable A2 display frames, intended to display SJA posters aimed at an external audience, artwork for which can be provided by NHQ).

seCondAry signAgedisplAy frAmes

External display frame

590mm 1670mm25mm

08700 10 49 50sja.or.guk

980m

m

2600

mm 18

00m

m

Internal display frame


Vinyl window graphics can be used on windows, on glass doors or panels, or as stand-alone signage. They add drama, interest, and a little bit of fun to the work environment.

Stand-alone signageOur chevrons and logo can be applied to a glass or acrylic panels. The diagram on the right indicates the size of the logo in relation to the size of the panel.

Glass doors and panels The logo must appear within (at least) the average eye line, which is between 1400mm and 1700mm from floor level.

Vinyl WindoW grAphiC

Glass door signage

Centred vertically

Centred horizontally


There are a number of elements to consider when producing your signage.

The Town and Country Planning Advertisement Regulations define all external signs as advertisements; appropriate planning consent may therefore be required for your proposed signage. You should also be aware that, in certain circumstances, other forms of statutory consent may be required including, for example, Listed Building and Highways consent.

In all situations where you intend to erect signage, either on a building or site (including replacement signs), you should first consult with your local planning authority to establish what, if any, statutory consents may be required. It is always helpful in undertaking these discussions to show the local planning officer a drawing and other relevant details of what you propose. The detail contained in these guidelines will enable you to achieve this.

rules And regulAtions

Some signage contractors are able to undertake this consultation process and obtain the necessary consents on your behalf. However, you should remember that St John Ambulance remains legally responsible for ensuring that all necessary consents have been obtained prior to the erection of any such signage.

In more complex cases, for example with listed buildings and within conservation or other special areas including national parks, you should consider instructing an appropriately qualified professional adviser to act on your behalf in obtaining all the necessary consents.

You should allow sufficient time for this process which, dependent on the type of consent concerned, may take as little as two months, or, in more complex cases, a considerably longer time frame.


ContACt detAils

To request artwork files, or to ask for help and advice on branding your building, contact the :

T: 020 7324 4205E [email protected]

To order your signage directly from our preferred national signage supplier, Jasmin Design Limited, please contact Nick Kehoe on 0116 402 7022, or email [email protected] To ask for help and advice on branding your building, contact the brand team:T: 020 7324 4205E [email protected]

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External signage guidelines - St John Ambulance in …my.sja.org.uk/Resource/pdf/SJA External...

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