UK Contingent Brand Guidelines

23RD WORLD SCOUT JAMBOREE JAPAN 2015
UNITED KINGDOM CONTINGENT BRAND GUIDELINES
ABOUT THE
23RD WORLD
SCOUT JAMBOREE
ABOUT THE
UNITED KINGDOM
CONTINGENT
ABOUT THE GUIDELINES
In 2015 30,000 Scouts from nearly
every country in the world will
converge on Kirara-hama, Japan,
the venue for the 23rd World
Scout Jamboree.
The UK Contingent is made up 3,000
Scouts and Guides from all over the
UK. There are 63 Units made up of
36 participants aged 14 to 18 and
four adult leaders. There will also be a
number of supporting adults including
more than 300 members of the
International Service Team.
These guidelines are designed to
promote the United Kingdom
Contingent brand for the 23rd
World Scout Jamboree, Japan 2015.
The theme of the Jamboree will be
‘Wa’, which has many meanings
including harmony, unity, friendship
and peace. ‘Wa’ also stands for Japan.
The Jamboree will run from Tuesday
28 July to Saturday 8 August 2015 and
take place in Kirara-hama, Yamaguchi
City, Yamaguchi Prefecture, Japan.
For more information visit: http://www.23wsj.jp/
Between now and July 2015 they
will preparing for this adventure of a
lifetime, including by learning about
Japananese culture and international
Scouting. They will also be holding
hundreds of different events to raise
the funds to attend.
They set out basic rules to follow when
using the UK Contingent designs.
If you require additional information or support,
please contact a member of the United Kingdom
Contingent at uk.contingent@scouts.org.uk
The UK Contingent will be supporting
a number of Scouts from developing
countries who would not be able to
attend otherwise.
Find out more:
www.scouts.org.uk/ukcontingent
@ukcontingent #japan2015
Facebook.com/xxxxx
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THE UNITED KINGDOM CONTINGENT BRAND
COPYRIGHT, TRADE MARKS
AND LICENCING
The United Kingdom Contingent brand is a sub-brand of both the The Scout
Association brand and the Jamboree brand.
Copyright © The Scout Association,
2013. Registered Charity Numbers
306101 (England and Wales) and
SC038437 (Scotland)
It’s purpose is to:
Brand essence:
• provide a unifying identity for
members of the United Kingdom
Contingent
• describe the values and vision of
the United Kingdom Contingent
• enhance the profile of the United
Kingdom Contingent with:
- Other National Scout Organisations
- Members of The Scout Association or Girlguiding
- Other interested parties (e.g.
parents, friends and supporters)
The essence of the United Kingdom
Contingent brand is ‘Broadening
Horizons’
Brand values:
Inspire.
Excite.
Involve.
Support.
We will inspire members of the United
Kingdom Contingent to make a
lasting change in their communities.
Involvement in the United Kingdom
Contingent will be exciting, it will be
an adventure.
We will involve wider United Kingdom
Scouting and Guiding in the magic of
the World Scout Jamboree.
We will support leaders, participants
and other adults in making this
a fantastic experience for the
participants.
The United Kingdom Contingent logo is a Trade Mark
of The Scout Association. As a general rule, Trade
Marks cannot be used without the Association’s prior
authorisation (see Rules 14.8 and 14.9 of Policy,
Organisation and Rules available to view at www.scouts.
org.uk/por). The United Kingdom Contingent logo
however may be used by members of Scouting when
producing non-commercial materials relating to the United
Kingdom Contingent. The United Kingdom Contingent
logo may also be used for local fundraising on the basis
that any fundraising materials also display local Scouting
details (such as the name of the Group, District or County)
in close proximity to the logo.
It is not permitted to reproduce a garment or any other
item of merchandise displaying the United Kingdom
Contingent logo without local details and then market this
(for example in Scouting magazine or on the internet) for
fundraising purposes. Scout Shops Ltd is the only supplier
of official United Kingdom Contingent merchandise.
Any commercial use of The Scout Association’s
copyrights and trademarks by a business or non
member of Scouting need to be formally approved in
writing by The Scout Association in advance of production.
If this is the kind of permission you require, please email
communications@scouts.org.uk
It is recommended that your local Unit logo
(see page 11) is used for local fundraising activities.
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TONE OF VOICE
It doesn’t just matter what we say, it’s how we say it. How we
talk in our communications will help protect our personality as
a contingent and promote our brand values.
Inspire.
‘We’ve got twelve days to change the world.’
Excite.
‘We’re travelling 6,000 miles to make friends from all over the world.’
Involve.
‘Want to be part of the 23rd World Scout Jamboree? You already are.’
Support. ‘When you’re half way around the world you need people you can trust.’
Our tone of voice should be positive,
challenging, friendly, informal
and surprising.
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TYPOGRAPHY
UK CONTINGENT TITLE
TheSerif BLACK, caps, -20 tracking, leading 100%
UK CONTINGENT SUBTITLE
Futura Book, caps
UK Contingent body copy
Futura Book, upper/lowercase
UK Contingent body copy (when Futura font unavailable)
Arial REGULAR, upper/lowercase
UK Contingent web copy
Vendana REGULAR U/lc
第23回世界スカウトジャンボリー日本2015
Hiragino Kaku Gothic Pro, W3
UK Contingent Japanese body and title copy
5
COLOUR
Both colour palettes should be considered as one group to draw
from in equal measure, with the exception of the United Kingdom
contingent logo and cloth badge.
Primary UK
contingent palette
PANTONE 485
C0 M95 Y100 K5
R194 G47 B28
HTML #c22flc
PANTONE 3005 c
C100 M34 Y0 K2
R0 G122 B201
HTML #007AC9
C0 M0 Y0 K0
R255 G255 B255
HTML #FFFFFF
PANTONE 3262 c
C81 M0 Y36 K0
R0 G192 B181
HTML #00C0B5
PANTONE 144
C0 M50 Y100 K3
R218 G152 B11
HTML #da980b
PANTONE 2385 c
C18 M81 Y0 K0
R209 G45 B177
HTML #D12DB1
Always use for the United Kingdom Contingent logo
and cloth badge.
Secondary UK
contingent palette
PANTONE 388 c
C17 M0 Y92 K0
R217 G229 B6
HTML #D9E506
Each colour can be used separately or in conjunction
with any other primary or secondary colour on any
other materials.
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SIZE
EXCLUSION ZONE
& PLACEMENT
The logo should always be clearly
legible. For this reason a minimum
size has been established.
The logo must be produced with a clear
area around it which is free from other
graphic elements. This area is known as
the ‘exclusion zone’ and maximises the
visual presence of the logo.
24mm
100 pixels
print
digital
For smaller
digital usage (e.g. 50x50 pixel
facebook icon)
use the Crane
design element
only. See page
8 for further
information.
This is the logo for the United
Kingdom Contingent.
There is no maximum size for usage
or reproduction.
The design includes the symbol of an origami peace crane
and the Japanese Katakana text for ‘United Kingdom’.
File formats available:
The logo consists of an image and text. It should always
be used on a white background in the configuration of
image, text and colour shown above.
eps: professional usage
jpeg: desktop publishing
gif: digital usage
イ
ギ
リ
ス
イ
ギ
リ
ス
The minimum usage size is:
イ
ギ
リ
ス
LOGO
イ
ギ
リ
ス
The minimum
exclusion zone
is equal to
the height of
the Japanese
characters. The
only exception
is when the logo
is used in the
cloth badge.
Wherever possible, position the logo
in the top-right-hand or bottom-righthand corner of documents.
UNITED
イ KINGDOM
ギ 23RD WORLD
リ SCOUT JAMBOREE
ス JAPAN 2015
UNITED
イ KINGDOM
ギ 23RD WORLD
リ SCOUT JAMBOREE
ス JAPAN 2015
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MONOCHROME USAGE
PARTNERSHIP USAGE
USE OF THE
DESIGN ELEMENTS
When it is not possible to use the
logo on a white background, or
when limited colours are available
for printing, you can use the logo
in monochrome.
When using the United Kingdom
Contingent logo in partnership with
additional logos (one or more), ensure
the exclusion zone is respected.
The United Kingdom Contingent peace
crane can be used on its own without
the accompanying text.
File formats
eps: professional usage
jpeg: desktop publishing
gif: digital usage
The monochrome logo version can be produced in
black or white.
The World Scout Jamboree main
brand has specific guidelines. The
diagram below shows the World Scout
Jamboree logo and United Kingdom
Contingent logo side-by-side at the
minimum print size:
This could be particuarly helpful for smaller digital
usage requirements (such as social media icons) and for
merchandising. The wing should be coloured in white
if used on a different coloured background.
DO
DO
DON’T
use the ‘United
Kingdom’ logo
text on it’s own/
apart from the
origami crane
image
DON’T
re-colour
the United
Kingdom logo
DON’T
reconfigure the
image and text
x
x
x
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FURTHER DESIGN ELEMENT:
FLOCK OF CRANES
The peace crane design element can
also be used in a repeat flock pattern.
Cranes should always be flying in an easterly direction, from
left to right. This is the direction in which the United Kingdom
Contingent will travel towards the Japan 2015 Jamboree.
The repeated crane should always be used in a solid colour.
Do not repeat the Union flag peace crane from the logo.
The repeat flock pattern has been
designed so that it can be used alone
or repeated as shown here:
The pattern can also be coloured using
any colour combination from the UK
contingent palette.
A maximum of 3 colours should be used at any one time.
This will ensure the pattern does not become too complicated.
9
PARTICIPANTS
CLOTH BADGE
This design will be the United Kingdom
Contingent participant’s cloth badge.
The blue boarder of this design
is not part of the United Kingdom
Contingent logo. The blue boarder
should only be used for the
participants cloth badge.
FUNDRAISERS
CLOTH BADGE
This design will be the United Kingdom
Contingent fundraiser’s cloth badge.
The red boarder of this design
is not part of the United Kingdom
Contingent logo. The red boarder
should only be used for the
fundraisers cloth badge.
10
UNIT LOGO DESIGN GUIDE
Each of the 63 Units in the UK Contingent
can create their own logo to be used on
local merchandise. Designing the Unit
logo can be a fun way activity to help
start the bonding of a Unit.
It is up to each Unit to come up with their
own design, but it is hoped that every Unit
logo will use a single coloured peace crane
in some way. Please avoid using the crane
with a union flag wing as this is for the
main UK Contingent items.
Hints and tips
• Think about how you wish to use your logo before
designing it. Simple logos are clearer on digital platforms
and for small usage. Complicated logos can be expensive
to recreate on merchandise.
• Using a maximum of four colours and two typefaces will
ensure your logo design is bold.
• When selecting a typeface, remember that English will
not be everyone’s first language at the Jamboree. The UK
contingent typefaces are very accessible and easy to read.
Some example designs are shown here:
Example 1 includes the peace crane
within it’s design and also uses three
colours (all from the United Kingdom
Contingent palette).
SURREY
23RD WORLD SCOUT
JAMBOREE JAPAN 2015
Example 2 fits within the silhouette
of the peace crane design element
and uses two colours (from the United
Kingdom Contingent palette).
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PHOTOGRAPHY & VIDEO
Imagery should wherever possible
promote The Scout Associations
brand values - everyday adventure,
fun, friendship and challenge, and
the United Kingdom Contingent
values - inspire, excite, involve
and support.
Photography and video are important in our
communications. Imagery should be active and fun.
We want to show the diverse and adventurous aspects
of Scouting. It is important that the visuals complement
our typography across all materials.
Try to avoid the use of staged presentation shots (‘grip
and grin’), static group shots, shots of people’s backs or
excessive use of uniform shots.
Always seek the permission of the participants you
are photographing.
Credit the photographer or film maker’s copyright ©
wherever possible.
Case Study
Asking a straight-forward question to different participants
helped to tie the narrative of different footage together at
a recent Wintercamp 2013 video. This example from can
be found online at:
http://www.youtube.com/watch?v=K67Ej0RkA8I
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