enjoy
The Enjoy England brand essence Inspired thinking to create a fresh sense of England and bring it to life. visitengland.com/englandbrand cover 01
there’s no place like
home
England Marketing is the part of VisitBritain responsible for inspiring the British to enjoy England. We have explored what makes England unique so that we can all encourage people to discover there’s no place like home. introduction 02
Imagine someone you like. You think and feel they have special qualities. You are drawn to get to know them better. Over time, your trust in the relationship grows. You form a real emotional bond. Good brands – the very best brands – are like that. We trust them, we grow to love them and we understand what makes them special to us. Here we get to the essence of what makes England so exceptional. Enjoy England is our name for the brand essence that expresses the England holiday experience and conjures up a vision of England with all its magic. Take a look. This is a brand for England that we can all share. Enjoy. enjoy introduction england 03
essence elements expression 01 Cover 02 Introduction 03 Enjoy England
essence 05 Essence introduction 06 Getting to the essence of England 07 Defining the essence 08 Experiencing the essence 09 Making diverse England simple
This is an interactive PDF. Click on the section title to navigate.
elements 10 Elements introduction 11 Creating the right image 12 Choosing and commissioning photography 13 Big picture, small detail 14 The moving image 15 Creating moving imagery 16 Using colour 17 Colour palette 18 Theme colours 19 Colour with photography 20 Typographic style 21 Typefaces 22 Using typography 23 Colour with typography 24 Writing style 25 Tone of voice 26 Our logos 27 Enjoy England logo 28 Enjoy England rose logo 29 Logo colour 30 Clear space and minimum size 31 Associated logos
expression 32 Expression introduction 33 Using the elements 34 Covers and titles 35 Double-page spreads 36 Campaigns 37 Exhibitions 38 Banners
39 Logos and colour specifications 40 Contacts
contents 04
essence
Essence is the word we use to express the heart and soul of what makes England so special. It’s the basis for communicating our brand in a very appealing way. essence 05
Getting to the essence of England By expressing our understanding of what lies at the heart of England we can move people to the very core. When you need to show images or send messages about England, you really need to know what it is in essence that makes England different and especially appealing to us all. This section tells you about the essence of England. It tells you about the specific qualities that give England its unique character. These qualities draw you into a relationship where you can experience England in its breadth and diversity, and enjoy it in your own way. Reading this section will also show you how this essence is linked to the surprising range of experiences that England has to offer. When the ideas and feelings that are explored here are captured in all of your messages, even more of us will be persuaded to enjoy more of England.
Let’s share our ideas for bringing England to life.
essence 06
Defining the essence The essence of England is rooted in emotion: the shared experiences, thoughts and memories we’ve gathered together.
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real fun indulgent
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Fire your imagination. These qualities, and the ideas and feelings linked to them, bring the Enjoy England essence to life. Use them to choose and commission the pictures and words you use to represent England. It will make all the difference.
ntu re
diverse acti vity
Indulgent England lets you relax and find peace in your own way. You can enjoy simple pleasures or pamper yourself a little. You can revitalise yourself to take a fresh view of life.
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Be yourself enjoyEngland
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And when you combine the core idea with these qualities, you end up with the brand essence: the emotional heart of England. This is what Enjoy England is all about.
Fun England liberates you. It offers a sense of vitality and an amazing variety of things to see and do. It is joyful, exciting and full of adventure. Fun finds the child inside you.
es erienc p x e red a sh
ng lisi cia so
Be yourself. Enjoy England is the core idea. It’s a very personal invitation. You are not a tourist. Only in England can you relax, be comfortable, feel good and enjoy that ‘better life’ you dream of. Connected to this core idea are three qualities: real, fun and indulgent. These represent all the things you value and draw from the England experience.
Real England is close to you. You can share the experience. It means something to you. It allows you to be your real self. It brings your memories of the past into your present and makes England’s history feel alive all around you.
fun
At England Marketing we wanted to define the essence of England. We talked to our regional partners and to many other people in the process. We all had a strong sense of what England meant to us. All the views, thoughts and feelings about the essence of England and about what makes it special helped us to draw the picture of England you see here.
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This diagram is our brand model. It shows the core idea Be yourself. Enjoy England and the three qualities associated with it. The outside layer of words represents ideas and feelings linked to these qualities which complete the picture.
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Experiencing the essence The essence of England comes to life in your heart and mind through unique experiences in special places. We have seen how the essence of England springs from emotions we feel deep inside. These emotions are expressed through the qualities of real, fun and indulgent: the emotional heart of our brand.
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Taking a pampering spa break in Bath
Making it to the top of Scafell Pike in Cumbria
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Enjoying a clotted cream tea in Devon
Being part of the crowd at the Notting Hill Carnival
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Although the diagram shows individual experiences linked to specific qualities, note that all three qualities work together to make England special. For example, a pampering spa break in Bath is primarily indulgent – but it’s also timelessly real and great fun.
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Visiting John Lennon’s house in Liverpool
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Be yourself enjoyEngland
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Getting lost in the maze at Hampton Court Palace
es erienc exp d e ar sh
Going whitewater rafting in the Tees Valley
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Around the brand model are just twelve experiences from the diversity on offer to illustrate how Enjoy England comes to life. Each year we’ll have twelve new ones, from across England, so the brand is continually being refreshed.
Tracing the footsteps of Robin Hood in Sherwood Forest
fun
Now’s the moment to get real. The essence needs to be brought to life with real ‘product’ experiences to inspire people to enjoy England. By drawing on the essence to awaken our senses, we can all imagine unique experiences which capture the joy of a holiday in England.
Experiencing a thrilling ride on Nemesis at Alton Towers
Being dazzled by Blackpool’s illuminations
Finding your own private beach on the Northumbrian coast Relaxing in an idyllic cottage in The Yorkshire Dales
Each year, new England experiences keep the brand fresh and exciting. essence 08
Making diverse England simple Four strong themes invite you to get out and about and enjoy the delights that England has to offer. England needs to be expressed in a pure and simple way. When there are so many great experiences to be had, and so much to talk about, making it straightforward makes it easier to imagine being there.
When we talked to people, they told us what motivated them to take a holiday in England. By listening to them we came up with four product themes: Experience, Discover, Explore and Relax.
Then, to make things easy, we took the main kinds of product experience and linked them to one of these four themes. For example, short breaks in cities, and history and heritage, are linked to Discover. Chilling out in calm waters or escaping from everyday life is linked to Relax.
Using the common thread of these four themes is an engaging way of getting our product messages across consistently, brings a sense of order to England’s diversity and makes England easier to understand.
Use these four themes to bring the magic of England home.
experience Experience again favourite places from your childhood and create new memories with your family or friends. Remember being dazzled by the illuminations in Blackpool? Live their magic again through your own child’s eyes.
discover Discover those must-sees you have always meant to visit – become part of the city buzz, enjoy the rich cultural scene or feel the history in every stone and brick around you. See where musical talent began when you visit John Lennon’s house in Liverpool.
explore Explore the hidden corners of England with their secret surprises. Take a walk on the wild side and find inspiration in coastline and countryside. You can make it to the summit of Scafell Pike and feel on top of the world this summer.
relax Relax. Wind down. Chill out. Free your mind, rest your body and feed your soul – right here, right now. Find peace and space on a pampering spa break in Bath.
essence 09
elements
Our brand has distinctive visual and tonal elements that express the real, fun and indulgent qualities making up the essence of England. They work in harmony to bring Enjoy England to life in your imagination. elements 10
Creating the right image Although images are seen with the eye, they engage all of the senses. They can make the smell, taste, sound and touch of special moments of enjoyment in England seem vividly colourful and dramatic. The most powerful images tug at our emotions and capture the spirit of our brand essence. Compelling England photography explores different aspects of what real, fun and indulgent mean. Every picture pulls us into an experience and makes us want to be there too.
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Choosing and commissioning photography Photography is our best opportunity to paint a fresh picture of England that is both surprising and evocative. Choose the right place and seize the moment. Our brand essence is best experienced in unique moments of enjoyment in particular places. Images that succeed in bringing England to life show a real sense of place combined with an engaging feeling of delight. By making sure that the images chosen are surprising and evocative, England is shown at its intriguing and captivating best. Always double-check that the images you choose were in fact shot in England, and never flip an image the wrong way round – we want to show England as it is. Britain on View, our in-house photo library, has hundreds of on-brand images of England available online at www.britainonview.com and our collection is growing all the time. We can also help with commissioning photoshoots.
Capturing the moment Images tell a story. They are engaging, like news photography. They make you feel you are there and part of the action. Images are real, natural and immediate. They seize the moment with real emotion. They are about life and people in England now, not just on holiday. Images show the social and cultural diversity of England. People, young and old, from every walk of life and ethnic background, and people with disabilities, are in the picture. England is a brand for everyone to enjoy. Images have an intense atmosphere, movement, flooding light, strong colour, unusual perspectives and unusual crops. Changing scale and focus can give original and unexpected insights. Images surprise you with their unusual contrasts and intriguing details. Mud on boots and a white orchid are equally at home and suggestive of England. England is dynamic. Show it.
Tell the story. Make it moving. Make it beautiful. Make it rich. Keep it real. elements 12
Big picture, small detail
surprising and
evocative
The big picture The big picture tells an intriguing story and makes you feel part of a surprising and deep experience. In this case, east meets west. See the paper dragon held high. Alive, real and fun. Big pictures have the immediacy news photographers seek – unusual perspectives and camera angles create drama. Big pictures bring England to life in press advertising, on brochure covers and on doublepage spreads.
The small detail Small pictures play a big role in highlighting the richness you can enjoy in England. They let you get up close. You can see the delight on people’s faces as they take in the spectacle. When used alongside a big picture, small pictures can focus on points of detail or introduce other experiences in other locations to complete the picture.
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The moving image When the image moves, hearts and minds engage. The medium creates the perfect illusion. As you see and hear, you feel: this is real and so I believe it.
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Creating moving imagery Advertising campaigns are a direct, exciting and powerful opportunity to present a fresh view of England. Making sound Voices and music used in advertising express the essence of England in their own way to add resonance to the images. The narrative voice of England is female, warm, charming and animated. People’s voices have individual personality and tone. The right type of voice and what it is saying makes you feel you are listening to a real person who comes from a real place, and who would say these words. It’s believable. The music used to express England captures the mood and emotion of a particular place and experience. It can be as surprising as you like. Beautiful English landscapes don’t just mean traditional or classical sounds. It could be modern or ambient music. Cityscapes need not necessarily mean jazz: upbeat indie music might be more inspirational. Where will music take you? Surprising and evocative imagery really comes to life through the extraordinary impact of film and TV. Those qualities that make the photography you choose such an engaging expression of England are just as important for moving imagery.
Our four themes offer rich scope for developing storylines. Here are just a few ideas. Experience: evoke memories of childhood Discover: expect the unexpected Explore: where am I? Relax: make time stop
Choose a theme. Go with the flow. Use humour. And make it memorable: unfold the story with a real surprise at every turn.
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Using colour Colour speaks directly to the eye and heart. Our brand has its own colours to express the ideas, emotions and experiences associated with it. Colour identifies us and encourages you to identify with us.
Colour affects us deeply, sometimes without us knowing it. It can inspire a mood, call up a feeling or memory, sway our thinking and even change what we do.
England is an experience of many colours. As you might expect, red is the primary colour of the England brand. It conjures up the energy and vitality of England now, as well as the rich heritage of our national flag. But England is not only red. Four other colours, linked to the four product themes, make up a balanced core colour palette: orange, purple, green and blue. Our core colours are bright, optimistic and contemporary. They can express a range of moods and accommodate a range of personal colour preferences to reflect the broad appeal and diversity of England.
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Colour palette Core colours
Enjoy Red PMS 032 C0 M90 Y86 K0
Experience Orange PMS 717 C0 M53 Y100 K0
Discover Purple PMS 682 C25 M79 Y0 K12
Explore Green PMS 348 C100 M0 Y85 K24
Relax Blue PMS 647 C100 M56 Y0 K23
Bright Orange PMS 165 C0 M60 Y96 K0
Bright Purple PMS 2602 C63 M100 Y0 K0
Bright Green PMS 347 C100 M0 Y86 K0
Bright Blue PMS 300 C100 M44 Y0 K0
Bright Magenta PMS 239 C11 M79 Y0 K0
Neutral Beige PMS 4715 C0 M42 Y45 K34
Neutral Grape PMS 5275 C60 M47 Y0 K30
Neutral Jade PMS 569 C98 M0 Y57 K17
Neutral Blue PMS 646 C65 M30 Y0 K11
Neutral Grey PMS Cool Grey 9 C0 M0 Y0 K51
Bright colours
Bright Yellow PMS 130 C0 M30 Y100 K0
Neutral colours
Neutral Khaki PMS 4505 C0 M15 Y78 K36
Bright and neutral colour palettes that echo the core colours give you the opportunity to convey a spectrum of feelings and emotions.
Though Enjoy Red is our primary colour, it must not be overused. The palette has been chosen to provide a sufficiently wide range of colours to support different messages, images and types of communication.
The range of tints available for each colour extends your options even further. Tints can be especially effective when combined with colours at 100%. This is good for highlighting section areas, or breaking down layers of information. Tints of 20%, 40%, 60% and 80% must be used. Full specifications for all these colours and their tints can be found on page 39.
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Theme colours The four themes that invite you to enjoy England are always linked to four particular colours to make them easier to identify through all our communications.
experience orange
discover purple
explore green
relax blue
These colours were chosen because of their association with our themes. Orange for Experience takes us back to sunny childhood days and the vibrancy of a carnival costume.
Purple for Discover suggests the rich velvet of a royal crown and centuries of history and heritage. Green for Explore lets you breathe the fresh air of rolling English landscapes.
Blue for Relax soothes us with the calm ripples of water. Tints of these colours help to create stronger or softer moods.
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Colour with photography When colour is used with an image it heightens the effect of both. Colour can also change or enhance the mood of an image. Colour seen with an image can enhance particular qualities in the image, change your focus within the image and alter the feeling the image conveys. If you view the young girl in carnival costume in relation to the harmonising orange panel, the bright costume is part of the general background and you focus on the serenity of her expression. The mood is quiet and relaxed.
harmonising contrasting
Create the atmosphere and feeling you think is right by selecting colours that harmonise or contrast with the colours of an image, as seen here.
contrasting harmonising
If you view the young girl in carnival costume in relation to the contrasting red panel, details of the costume such as the two red jewels catch your eye as much as the child’s expectant expression. The mood of the image is animated and intense.
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Typographic style Typography is as personal as handwriting. Our distinctive typographic style is designed to express the character and qualities of our brand and make your experience in reading about England an enjoyable and captivating one. When we talked to people, we found that communications that worked well had a balance of striking ideas and detailed information. Our typography reflects this. It helps you find the message or information you want quickly and easily. It satisfies your need to skim-read or to read thoroughly and refer back to information. Our words and pages are designed to please your eye and stimulate your mind so you take our message about England to heart.
be precise to the
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Typefaces
Our brand typefaces, Meta and Foundry Sans, are modern faces that are clear and easy on the eyes on the printed page. They are stylish and distinctive, and invite the reader to think about England in a new way. Full details of where to obtain these typefaces can be found on page 40.
Meta Book Meta Bold
Foundry Sans Book
Typefaces enable you to see the difference between types of information. Using Meta Book and Meta Bold for titles and headings, and Foundry Sans Book, Foundry Sans Demi and Foundry Sans Bold for body text, creates variety on the page as well as encouraging you to look at the words in a particular way.
Foundry Sans Demi Foundry Sans Bold The Verdana family of typefaces has similar qualities to Foundry Sans and is available on most PCs. It is used for body text for communications created on PCs and for websites.
Verdana Regular Italic Bold Bold Italic elements 21
Using typography Typography enhances the message of both words and images on the page by giving them the right emphasis. The reader will find it easy to identify different kinds of messages and levels of information when different typefaces at different sizes and weights are used on the page.
titles can be Meta Book or Meta Bold or both
use Meta Bold headings Highlight paragraphs are set in Foundry Sans Book. Using a larger size adds emphasis and aids skim-reading.
Sub-headings set in Meta Bold or Foundry Sans Demi
Foundry Sans Book is used for body text like this paragraph. It makes reading easy, even when there is a large amount of text. Foundry Sans Demi is used for highlights or quotations in body text. Foundry Sans Bold can also be used for highlights in body text.
elements 22
Colour with typography Apply colour to type in headings to create a mood or convey a message that reflects the subject and atmosphere of an image. Using colour with type in headings and varying the size and weight of type to bring out individual words is a device that gives our communications a distinctive and different look. The effect is visually dynamic. This technique is particularly effective when headings are placed on images.
Use colour with typography to communicate our four themes. The words Experience, Discover, Explore and Relax should always appear in – or reversed out of – their particular colour.
Consistently using the colour linked to each theme, along with tints of the same colour and imagery which reflects the same colour palette, lets us emphasise the mood and experiences linked to each one.
discover the
past
relax your mind,
body and soul experience fun explore
rolling
together
landscapes elements 23
Writing style We write so you read with pleasure. We write to inspire you to enjoy England, and to encourage you to discover the fresh and exciting experiences you can have here.
Our writing style draws people into the essence of England. Each piece of writing has a job to do and is addressed to appeal to the people who will read it and be persuaded by it. If you are writing for the Relax theme, you will naturally make the copy feel calm and soothing and use sentences and structures that have an even, measured rhythm. If you are writing for Discover, using a faster pace and more energetic language makes it feel exciting.
The tone of our writing is clear, open and honest. It makes you feel that you are being spoken to as adult to adult and as an equal, and that you are an essential and welcome part of the conversation. You matter.
let your thoughts
The words Enjoy England themselves are an open invitation to everyone to experience England in all its richness. Feel free to use the word Enjoy as an invitation to your own part of England, if you wish. Write to be enjoyed and write for real.
flow elements 24
Tone of voice You are aware and well informed. You know about England. We can talk about places and experiences in a light, friendly way because we know you know. After all, you live here.
Different writers will help enrich our writing to bring Enjoy England to life. Because of this, and to be constant and true, our writing needs to be characterised and driven by England’s core qualities: real, fun and indulgent. Our tone must be kept warm and conversational. The examples below show how England can be described in different moods, engaging all the senses with real feeling. Think of them as word pictures, telling stories that surprise and intrigue.
Experience Lose yourself in vivid memories. Racing round the maze at Hampton Court you are a child again. Hear the helpless laughter. Another wrong turn!
Discover You longed to go there. It doesn’t disappoint. Bikes against mellow walls. The broad sweep of river, dipping willows, intricate bridges, the hit-and-miss delights of punting. Calm backwaters lit by sunlight. It could only be Cambridge.
Explore The call of the wild side. Feel the wild wind on your face as you climb. Find wild cliff meadows sprinkled with flowers. Reach the top. Look out to a wild sea. You are the French Lieutenant’s Woman. Lyme Regis takes you there.
Relax Float in a sensuous spa pool. Transform yourself to lissom-limbed loveliness. Think Seaham Hall. Mind over body.
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Our logos The Enjoy England logos symbolise the essence of our brand and the difference of its appeal. These icons are valuable. They have the ability to speak expressively and memorably of England. Seeing them at their best as illustrated on these pages will keep their meaning and relevance fresh in the mind’s eye and alive in the heart.
The Enjoy England logos can be obtained from the England Brand Manager at England Marketing. Full specifications for all logos can be found on page 39 and contact details for England Marketing are on page 40.
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Enjoy England logo The style of the Enjoy England logo is as fresh as the idea and feeling of contemporary England that it expresses. The Enjoy England logo invites you to enjoy. It implies that you will. This is England Marketing’s flagship logo and is used in all communications addressed to consumers. Our campaign partners can also use this logo to endorse their messages. Its appeal is strong and clear to everyone. Our brand actively seeks to engage with you and invites you to contact us. For this reason our website address is an integral part of the Enjoy England logo: it’s our call to action.
Sometimes you will need to use the Enjoy England logo at a very small size. When the logo needs to be reduced to a point where the website address cannot be read clearly, simply use the words Enjoy England on their own.
Our website is a key communication tool and the website address can be used as a logo in its own right. In these situations either the complete Enjoy England logo or the words Enjoy England on their own can also be used alongside, if you so wish.
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Enjoy England rose logo When you see a rose, you know it means England. Our stylised rose is a powerful icon that evokes the essence of England and brings memorable experiences to mind. The Enjoy England rose logo combines two messages in one – our invitation to enjoy England along with a distinctive symbol of our country. England Marketing uses the Enjoy England rose logo to create impact in special circumstances: grand, ‘ceremonial’ occasions like fairs, trade shows and exhibitions, or in merchandising. There are two versions of the Enjoy England rose logo, designed for horizontal and vertical use.
England rose logo Everyone is welcome to use the England rose logo on any communication designed to promote England. By doing so you link your message to the bigger picture of England – and the emotions that go with it.
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Logo colour You can reproduce the Enjoy England logo and our website address on a white background in our primary colour Enjoy Red, or in any other colour from our palette. Both can also appear reversed in white out of photographic images when there is enough contrast between the background and the logo for it to be read clearly.
The Enjoy England rose logo always needs to appear in Enjoy Red on a white background so that you can clearly read the symbol as a rose. However, it is sometimes permissible for it to appear reversed in white out of Enjoy Red where this creates more impact.
The England rose logo always needs to appear in Enjoy Red on a white background for the same reason.
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Clear space and minimum size Because our logos are powerful communication tools, they need to make an impact and be easy to read.
Ensure that all our logos make an impact on the eye by leaving enough clear space around them. A minimum amount of space around each logo should be left clear and free of other graphic elements. The capital E of the word England in the logo defines this clear space.
minimum size 48mm
minimum size 48mm
minimum size 60mm
Make sure that all our logos can be easily read by using them at a sufficiently large size. At sizes smaller than the minimum the quality of the logos deteriorates.
minimum size 24mm
minimum size 31mm
minimum size 24mm
minimum size 30mm
minimum size 20mm
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Associated logos Enjoy England is part of the wider world of VisitBritain. We can benefit from being seen as part of a family of brands. Here are just some examples.
Quality Marque The Quality Marque features in those communications where we need to emphasise our commitment to a quality holiday experience. The Enjoy England logo will frequently be used alongside it in this context. Avoid using the Enjoy England rose logo to prevent confusion between the two rose symbols.
VisitBritain corporate logo The VisitBritain corporate logo represents our organisation. The horizontal version of the Enjoy England rose logo is in visual harmony with the corporate logo. Using the two together promotes our brand message alongside our role in marketing England to the British as part of VisitBritain.
Britain Marque The Britain Marque represents the nation as a whole to inbound visitors. The vertical version of the Enjoy England rose logo is in visual harmony with the Marque. Suitable for communications showing the two marketing roles of our organisation.
Using the England rose logo alongside the Britain Marque in international communications promotes England as part of Britain.
elements 31
expression
All the elements that communicate the spirit of England combine in many ways to express the heart of our brand. expression 32
Using the elements When you pull together the brand elements – imagery, colour, typographic style, words and tone of voice – you bring to mind the essence of England and the richness of the experience. Express yourself. Express England.
expression 33
Covers and titles Combine imagery, colour and typography to create an infinitely-varied picture of England. Imagine. Enjoy the freedom.
cityCulture visitengland.com/cities
Covers capture real moments of enjoyment and convey a sense of place, all in an instant. They appeal to the senses. You feel the sun on your back, the breeze on your face and warm sand between your toes. Covers stand out: they use strong colours and simple shapes. You remember them.
Titles give you an opportunity to be adventurous. Create new titles like City Culture that echo the style of the Enjoy England logo by using the two different weights of the Meta typeface. Do the same for your own part of England, if you wish.
expression 34
experience
Double-page spreads Use the elements to create dynamic page spreads that tell a story.
this ancient land time together fun for all
scenic settings
discover
city break revolution city break r&r England’s finest what the ancestors did for us roots to riches
explore
discover
walk on the wildlife side England on wheels extreme England
relax
explore
mind, body, soul life’s a beach
relax
go with the flow indulge yourself
visitengland.com
Use harmonising colours and tinted backgrounds on titles and headings. Apply colour to individual words in titles and vary the size and weight of type to bring out the meaning.
who was
he?
Tell the story using big pictures and small details. Use colour to harmonise or contrast with full-bleed images to set the right mood and tone. Use colour to identify themes and highlight sections, titles and headings. Use typography to help your reader see the different types of information on the page. Use clear white space to bring the other elements to life.
5
Start on ‘page one of English history’ at Sutton Hoo, get up close and personal with this season’s avantgarde art, challenge your view of England – and yourself!
Find out more turn to theDirectory (starting on page 49) contact
England’s regions (see pages 51-60) or go online at visitengland.com
discover
experience
England: live!
discover Try an alternative approach to our dynamic heritage and history – it’s so stimulating. Step behind the scenes at a theatre, or into the front line with the Royal Navy at Portsmouth’s Action Stations. Fast-forward to the bold, 21st-century biomes of Cornwall’s Eden Project, then back to compare Yorkshire’s dramatic Whitby Abbey. How do you connect to such diversity?
Get going Then take an alphabetical grand tour: A is for Architecture and the futuristic buildings that are transforming our urban lives – what do they inspire in you? Main picture the dazzling Anglo-Saxon helmet, Sutton Hoo Left, from top Northern Ballet Theatre; a satisfying shopping spree; Whitby Abbey; meeting Nelson at Portsmouth Historic Dockyard Right distinctive biomes, Eden Project
Events (see pages 68-69) 11-18 Jun: listen up! at the World Town Crier Masters Tournament
theDirectory (see pages 70-85) TRAVEL WRITERS’ FAVOURITES AMAZING ARCHITECTURE BALTIC City Hall The Deep Eden Project Gateshead Millennium Bridge The Gherkin National Maritime Museum Cornwall Reebok Stadium Stansted Airport Thermae Bath Spa
MORE GREAT IDEAS Bath The British Museum (Sutton Hoo) English Heritage (see page 95) Hartlepool Historic Quay The Historic Dockyard Chatham The National Trust (see page 91) Northern Ballet Theatre Plymouth Portsmouth Historic Dockyard Suffolk (see page 97) Sutton Hoo
visitengland.com
19
expression 35
Campaigns Enjoy England is the common thread that runs through all our campaigns. Use the elements to show England in its surprising variety as you tailor your message to particular groups of people. enjoyEngland go
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Exhibitions Fairs, trade shows and exhibitions are an opportunity to make Enjoy England really stand out.
Stand furnishings are used to display our message in a striking way by bringing together imagery, colour, typographic style and the Enjoy England logos. The tower carries the main Enjoy England message. It features our website address prominently above a surprising and evocative big picture of England. Freestanding panels carry our logos, our website address and more big pictures of England. Our website address runs vertically along the edge of the freestanding panels.
cityCulture visitengland.com/cities
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Banners Banners make an impact. Instant displays. They feature our four themes identified by colour, a big picture and our logo to dramatic effect.
experience
discover
explore
relax
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Logos and colour specifications Enjoy England logo Enjoy England SP.eps (special colour) Enjoy England CMYK.eps (4 colour) Enjoy England WO.eps (white out) Enjoy England K.eps (black) Enjoy England RGB.eps (vector) Enjoy England RGB.jpg (72dpi)
Enjoy England rose horizontal logo Enjoy England Rose H SP.eps (special colour) Enjoy England Rose H CMYK.eps (4 colour) Enjoy England Rose H WO.eps (white out) Enjoy England Rose H K.eps (black) Enjoy England Rose H RGB.eps (vector) Enjoy England Rose H RGB.jpg (72dpi)
Enjoy England rose vertical logo Enjoy England Rose V SP.eps (special colour) Enjoy England Rose V CMYK.eps (4 colour) Enjoy England Rose V WO.eps (white out) Enjoy England Rose V K.eps (black) Enjoy England Rose V RGB.eps (vector) Enjoy England Rose V RGB.jpg (72dpi)
Enjoy England + web logo Enjoy England W SP.eps (special colour) Enjoy England W CMYK.eps (4 colour) Enjoy England W WO.eps (white out) Enjoy England W K.eps (black) Enjoy England W RGB.eps (vector) Enjoy England W RGB.jpg (72dpi)
Enjoy England rose + web horizontal logo Enjoy England Rose WH SP.eps (special colour) Enjoy England Rose WH CMYK.eps (4 colour) Enjoy England Rose WH WO.eps (white out) Enjoy England Rose WH K.eps (black) Enjoy England Rose WH RGB.eps (vector) Enjoy England Rose WH RGB.jpg (72dpi)
Enjoy England rose + web vertical logo Enjoy England Rose WV SP.eps (special colour) Enjoy England Rose WV CMYK.eps (4 colour) Enjoy England Rose WV WO.eps (white out) Enjoy England Rose WV K.eps (black) Enjoy England Rose WV RGB.eps (vector) Enjoy England Rose WV RGB.jpg (72dpi)
Experience Orange PMS 717 CMYK 100% C0 M53 CMYK 80% C0 M42 CMYK 60% C0 M32 CMYK 40% C0 M21 CMYK 20% C0 M11 RGB R255 G102 B0 Web FF6600
Discover Purple PMS 682 CMYK 100% C25 CMYK 80% C20 CMYK 60% C15 CMYK 40% C10 CMYK 20% C5 RGB R153 G51 Web 993366
England rose logo England Rose SP.eps (special colour) England Rose CMYK.eps (4 colour) England Rose WO.eps (white out) England Rose K.eps (black) England Rose RGB.eps (vector) England Rose RGB.jpg (72dpi)
visitengland.com logo Visit England.Com SP.eps (special colour) Visit England.Com CMYK.eps (4 colour) Visit England.Com WO.eps (white out) Visit England.Com K.eps (black) Visit England.Com RGB.eps (vector) Visit England.Com RGB.jpg (72dpi)
Logos can be obtained from the England Brand Manager at England Marketing. Full contact details are on page 40.
Colour specifications Enjoy Red PMS 032 CMYK 100% C0 CMYK 80% C0 CMYK 60% C0 CMYK 40% C0 CMYK 20% C0 RGB R255 G0 Web FF0000
M90 M72 M54 M36 M18 B0
Y86 Y69 Y52 Y34 Y17
K0 K0 K0 K0 K0
Bright Yellow PMS 130 CMYK 100% C0 M30 Y100 CMYK 80% C0 M24 Y80 CMYK 60% C0 M18 Y60 CMYK 40% C0 M12 Y40 CMYK 20% C0 M6 Y20 RGB R255 G204 B0 Web FFCC00 Neutral Khaki PMS 4505 CMYK 100% C0 M15 Y78 CMYK 80% C0 M12 Y61 CMYK 60% C0 M9 Y47 CMYK 40% C0 M6 Y31 CMYK 20% C0 M4 Y16 RGB R153 G153 B51 Web 999933
K0 K0 K0 K0 K0
K36 K29 K22 K14 K7
Bright Orange PMS 165 CMYK 100% C0 M60 CMYK 80% C0 M47 CMYK 60% C0 M35 CMYK 40% C0 M24 CMYK 20% C0 M12 RGB R255 G51 B0 Web FF3300
Y100 Y80 Y60 Y40 Y20
Y96 Y77 Y58 Y39 Y19
Neutral Beige PMS 4715 CMYK 100% C0 M42 Y45 CMYK 80% C0 M34 Y36 CMYK 60% C0 M25 Y27 CMYK 40% C0 M17 Y18 CMYK 20% C0 M8 Y9 RGB R153 G102 B51 Web 996633
The colours specified on this page and shown throughout this document have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. Consult current PANTONE Publications for accurate colour.
K0 K0 K0 K0 K0
M79 Y0 M63 Y0 M47 Y0 M32 Y0 M16 Y0 B102
K0 K0 K0 K0 K0
Bright Purple PMS 2602 CMYK 100% C63 M100 CMYK 80% C50 M80 CMYK 60% C38 M60 CMYK 40% C25 M40 CMYK 20% C13 M20 RGB R102 G0 B102 Web 660066
K34 K27 K20 K14 K7
Neutral Grape PMS 5275 CMYK 100% C60 M47 CMYK 80% C48 M38 CMYK 60% C36 M28 CMYK 40% C24 M19 CMYK 20% C12 M9 RGB R51 G51 B102 Web 333366
K12 K10 K7 K5 K3
Y0 Y0 Y0 Y0 Y0
Y0 Y0 Y0 Y0 Y0
Explore Green PMS 348 CMYK 100% C100 M0 CMYK 80% C80 M0 CMYK 60% C60 M0 CMYK 40% C40 M0 CMYK 20% C20 M0 RGB R0 G102 B51 Web 006633
K0 K0 K0 K0 K0
Bright Green PMS 347 CMYK 100% C100 M0 CMYK 80% C80 M0 CMYK 60% C60 M0 CMYK 40% C40 M0 CMYK 20% C20 M0 RGB R0 G153 B51 Web 009933
K30 K24 K18 K12 K6
Neutral Jade PMS 569 CMYK 100% C98 M0 CMYK 80% C78 M0 CMYK 60% C59 M0 CMYK 40% C39 M0 CMYK 20% C20 M0 RGB R0 G102 B102 Web 006666
In lieu of the colours specified throughout this document, you may use the listed PANTONE®* colours, the standards for which are as shown in the current edition of the PANTONE Color Formula Guide. *PANTONE® is the property of Pantone, Inc.
Y85 Y68 Y51 Y34 Y17
Y86 Y69 Y52 Y34 Y17
Y57 Y46 Y34 Y23 Y11
K24 K19 K14 K10 K5
Relax Blue PMS 647 CMYK 100% C100 M56 CMYK 80% C80 M45 CMYK 60% C60 M34 CMYK 40% C40 M22 CMYK 20% C20 M11 RGB R0 G51 B102 Web 003366
K0 K0 K0 K0 K0
Bright Blue PMS 300 CMYK 100% C100 M44 CMYK 80% C80 M35 CMYK 60% C60 M26 CMYK 40% C40 M18 CMYK 20% C20 M9 RGB R0 G102 B153 Web 006699
K17 K14 K10 K7 K5
Neutral Blue PMS 646 CMYK 100% C65 CMYK 80% C52 CMYK 60% C39 CMYK 40% C26 CMYK 20% C13 RGB R51 G102 Web 336699
M30 M24 M18 M12 M6 B153
Y0 Y0 Y0 Y0 Y0
K23 K18 K14 K9 K5
Y0 Y0 Y0 Y0 Y0
Y0 Y0 Y0 Y0 Y0
K0 K0 K0 K0 K0
K11 K9 K7 K5 K3
Bright Magenta PMS 239 CMYK 100% C11 M79 Y0 CMYK 80% C9 M63 Y0 CMYK 60% C7 M47 Y0 CMYK 40% C5 M32 Y0 CMYK 20% C0 M16 Y0 RGB R204 G51 B153 Web CC3399 Neutral Grey PMS Cool Grey 9 CMYK 100% C0 M0 Y0 CMYK 80% C0 M0 Y0 CMYK 60% C0 M0 Y0 CMYK 40% C0 M0 Y0 CMYK 20% C0 M0 Y0 RGB R153 G153 B153 Web 999999
K0 K0 K0 K0 K0
K51 K41 K31 K20 K10
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Take us to heart When you read this we hope you’ll feel really inspired. England is a place where we all feel at home. This is a brand for England for us all to love and take to our hearts. Share with us our ideas for bringing England to life in a fresh and exciting way. Enjoy.
We’re here to help The team at England Marketing would be delighted to offer advice and assistance on any aspect of the Enjoy England brand essence. Contact: England Brand Manager T: 020 8563 3171 F: 020 8563 3222 E:
[email protected] This document is also available in printed format. Contact the England Brand Manager as above. Photography Britain on View, our in-house photo library, has hundreds of on-brand images of England available online and our collection is growing all the time. Go to: www.britainonview.com Typefaces The Enjoy England typefaces are available as below. Meta: www.fontshop.com Foundry Sans: www.foundrytypes.co.uk Verdana: www.simplythebest.net/fonts/ fonts/verdana.html Logos Contact the England Brand Manager as above.
Conceived by England Marketing and Publishing Services at VisitBritain Written and designed by Openmind Photography sourced by www.britainonview.com Photography credits Front cover: enjoying England at Southwold, Suffolk (www.britainonview.com/Rod Edwards) Alton Towers; Apex Photos/Tim Cuff; Blackpool Tourism; www.britainonview.com/Martin Brent, Rod Edwards, Klaus Hagmeier, Joanna Henderson, Nigel Hicks, Grant Pritchard; Center Parcs; Country Holidays; English Heritage/Paul McDonald; Gary Latham/Pollinger Limited; Marketing Birmingham; The Mayor’s Thames Festival/Robert Hinds; The National Trust Photographic Library/ Stephen McCoy, Andreas von Einsiedel; Northwest Development Agency Copyright in all images and text is the property of the respective copyright holders Unauthorised reproduction is prohibited
Printed in England Published by England Marketing at VisitBritain Thames Tower, Blacks Road, London W6 9EL T: 020 8846 9000 www.visitengland.com © British Tourist Authority (trading as VisitBritain) 2004 ISBN 0 7095 7941 1 Product code E4EBREN
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