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DETECTED EXPLORE YOUR ARCHIVE CAMPAIGN TOOLKIT 03 BRAND GUIDELINES EXPLORED UNEARTHED LEARNT DISCOVERED CELEBRATED
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## Brand Guidelines Campaign Brand 01

CAMPAIGN MESSAGES	 08
APPLICATIONS	
12
TEMPLATES	
16
| 2                                 |
|-----------------------------------|
| 03  Brand guidelines              |
| The campaign identity has         |
| been designed to join archives    |
| with those who might be           |
| exploring them and reveal the     |
| potential archives have to offer. |

## Campaign Brand

Campaign name
Campaign identity
Explore Your Archive

## Campaign Website

www.exploreyourarchive.org

Clear space To ensure the campaign identity is given enough space, use the height of the 'I' in **ARCHIVE** to create an invisible boundary as shown above.

The campaign identity has been designed as a fixed object and should be only be used as supplied. Consideration must be taken when using the identity to ensure it is reproduced correctly.

If you are creating content for other activities, which coincide with the Explore Your Archive campaign, it would be good if you could use the campaign identity on your printed materials or online/digital content. For additional messages within your materials (e.g. call to action/ contact information/event details, etc), and how to format them, refer to guidance on page 9.

Campaign identity The campaign identity is available in the following file formats and will be available to download.

## Formats

Partner logos Please refer to guidance on **page 19** on how to use partner logos on campaign materials.

Colour palette

Colour is an important part of our campaign, which visually brings the variety that archives have to offer to life. These colours have been chosen because of their vibrancy and richness. Each swatch has a complimentary pairing and should always be used together. Colours must not be mixed with other pairings.

Colour: The colour swatches are representative and may not be accurate, please use the CMYK, RGB or WEB 
references provided. Do not alter or change these colours in any way.

## Choosing Colours

Choose the most dominant colours from the image to use. Match these colours with swatches from the campaign colour palette

When using colour in 
secondary materials it is 
important to ensure that  
a relationship is created 
between the text and image  
or photographic elements. To maximise the impact of colour 
used in secondary materials, 
text should be coloured using 
swatches from the colour palette 
that closely reference colours 
found in an image.

Colours must be used in colour 
pairings, this is to ensure a visual 
consistency across all materials  
is maintained. When colouring typographic 
elements, the darker swatch  
from the campaign palette always 
precede the lighter swatch.

## Image Usage

These images are for illustrative purposes only and should not be reproduced.

When creating tailored 
campaign materials, using 
images from your archive 
collections will help bring 
stories to life.

The types of images you decide 
to use can be as varied as 
the content that your archive 
contains, but it is important that 
you consider what the image 
is communicating prior to its 
selection. Colour within images is another 
important factor to consider.  
Try to select images that have 
a dominant colour, this will 
make it easy to identify the most 
appropriate campaign swatch to 
use in for campaign messages.

Selecting image colours:
For colour guidance when 
selecting images please 
refer to the colour palette  
on page 3.

## Primary Typeface Primary Typeface Inspire Imagine Discover

Franklin Gothic Roman ABCDEFGHIJKLMN OPQRSTUVWXYZ 12345678910

Franklin Gothic Roman is our 
primary typeface, which is 
used in all primary campaign 
messaging.

Primary campaign messages  
will be provided in a ready-to-use 
downloadable formats.

Beyond the guidance that has 
been provided if you wanted to 
use a verb that isn't in the ready-
to-use list supplied, you can 
purchase the typeface necessary 
to create it. 

However you can simply make 
use of the campaign identity,  
the ready-to-use campaign  
message verbs or the poster 
templates available for download. 

If you need to add new copy to 
the secondary messaging - see 
the next page for the secondary 
typeface - this is a different font 
and is freely available on Macs 
and PCs.

Franklin Gothic font can be  
purchased from Linotype:
www.linotype.com/44986/ 
franklingothicstdno2roman 
-product.html

## Secondary Typeface

Georgia is our secondary typeface, which is used for all secondary campaign messages, calls to action and body copy, it is available to use in bold, regular and italic weights.

Secondary typeface

Georgia is a standard typeface and will be available for general use on both Mac and PC computers.

open explore Georgia Regular reveal abcdefghijklmn opqrstuvwxyz 12345678910

## Brand Guidelines Campaign Brand 01 Campaign Messages	 08 Applications 12 Templates 16 Primary Campaign Message

Call to action You'll be amazed what you might uncover. Explore Your Archive. Find out more visit exploreyourarchive.org

The campaign language  
has been written to surprise, 
inspire and amaze potential 
visitors to archives, through 
their participation. Archives 
will be provided with the 
opportunity to download the 
primary campaign poster 
and the option personalise 
campaign materials to your 
archive.

Primary campaign message
Primary level message consists  
of the full list of verbs available  
as a ready-to-use element only.

Call to action is the campaign 
point of contact, which will direct 
our audiences to the campaign 
website or to your own website.

Refer to page 13 for 
examples of the campaign 
messages in use.

## Personal Campaign Message Personal Campaign Message

Primary message - example Personalised message - example My final collection was based on designs I found in my archive. They had real samples as well as images, so I could really get up close to some great craftsmanship.

Call to action You'll be amazed what you might uncover. Explore Your Archive. Find out more visit exploreyourarchive.org Primary message consists of a single verb, selected from the list of ready-to-use elements. Each of the verbs available have been created in all four colour pairings, in a variety of sizes and formats to suit your digital and printing needs. See the following page for some of the primary message verbs available. Personalised message provides an individual view from someone who has benefited from archives. The core content of these messages can be personalised to work with content from your archive, bringing it to life and enhancing the connection between your archive and the campaign. Call to action is the campaign call to action and point of contact, which will direct our audiences to the campaign website or to your own website.

Refer to **page 13** for examples of the campaign messages in use.

Refer to the separate 
Story Boxes document 
for ideas on the kind of 
content you could use  
in these messages

Logos for all of the verbs used within the Explore Campaign have been created for you:

## Personal Campaign Message - Verb Examples:

•	 
at six different sizes (ranging from 4cm wide to 14cm high)
Pink & purple pairing examples:
Orange pairing examples:
Green pairing examples:
Blue pairing examples:

•	 
in all four colours possible for the campaign
•	 
in four different file resolutions for use in different materials; 72 dpi for web use; 150dpi for powerpoint, 300dpi for highres print and Illustrator EPS files for professional print
For example for website or social media, you might use a mediumsize (in the colour you prefer) and use the 'for web' (72dpi) version. If you wanted to print one of the logos on your office printer for display purposes, you might use one of the largest sizes and choose the highresolution (300dpi) version. Professional design or print If you are liaising with a professional designer or with a printer for professional print, we recommend that you supply them with the Illustrator EPS versions of the relevant logo.

Available file formats: The personal campaign verbs are available for download in the following file formats. EPS	— professional print JPEG - 72 dpi (RGB web use), 150 dpi (RGB PPT use) and 300dpi (CMYK hi-res print use)
Please note: The 'Archive Remembered' logo was created specifically for materials relating to WW1 & WW2 and so is only available in our bespoke colour red which is referred to as 'Poppy Red'.

## Brand Guidelines Campaign Brand 01 Campaign Messages	 08 Applications 12 Templates 16 Example Applications Example Primary Campaign Poster

This is our primary campaign poster and can be used to market the campaign.

Available file formats: The primary campaign materials are available for download in the following file formats.

suitable for online content

## Example Applications Example Personalised Campaign Posters

Dancing twins c 1955. The Cooper Studio, Strabane Public Record Office of Northern Ireland, D1422/B76485/D/004
Map of Worcestershire by Saxton, 1577. B899:31BA3672
Photograph courtesy Gary Foy newsandsportfiles 

" 
 We had no way of identifying the subjects of more than 70,000  
 glass plate negatives from the prestigious Cooper Studio. Our Flickr  
 site and our call to the community gave us many of the answers."

 Joy Carey, Public Record Office of Northern Ireland 

" 
 Christopher Saxton was commissioned in the early 1570s to survey 
 the whole of England and Wales. His map of Worcestershire is the 
 first recognised map of our County. His complete atlas of 1579 is of 
 major importance and is the basis for the majority of County Maps 
 for the next two centuries."

 The dancing twins are Frances Murray and Margaret Breen from Ballybofey.

 Su Vale, Worcestershire Archive and Archaeology Service

You'll be amazed what you might uncover. 
Explore your archive.

You'll be amazed what you might uncover. 
Explore your archive.

Find out more at exploreyourarchive.org

Find out more at exploreyourarchive.org

Here are some examples  
of personalised campaign 
posters.

Personalised campaign posters 
have been designed for each type 
of archive, for you to download.

Additional materials can be 
designed and customised by 
archives, tailored to content,  
events or resources available.

You can use any of the campaign 
verbs illustrated on the previous 
pages. These are available 
individually to download to create 
personalised campaign posters.

Papers of Private Edward Cutt,  
East Surrey Regiment, killed in 
France 1915. Surrey History Centre 

" 
 For me, this little group of papers tells a moving story of true love 
 and loss that creates a connection with other lives from many years 
 ago. We know that Ellen never married and treasured Edward's 
 letters and a lock of his hair until her death sixty years later."

You'll be amazed what you might uncover. Explore your archive. Find out more at exploreyourarchive.org Creating campaign posters:
Please refer to the templates section **page 16** onwards  
on how to create your campaign posters. 

## Example Applications

Example campaign page

## Brand Guidelines Campaign Brand 01 Campaign Messages	 08 Applications 12 Templates 16 Primary Template Guide

                                                                                      17
Campaign toolkit
                              03  Brand guidelines
                                                                                                                         This template guide indicates 
                                                                                                                         how primary materials should 
                                                                                                                         be structured. It combines 
                                                                                                                         a ready-to-use campaign 
                                                                                                                         message with a secondary 
                                                                                                                         level message. 

1. 
Primary level message (Ready-to-use element)
2. 
Call to action Secondary message
3. Campaign partnership logos
This structure helps create a consistent visual style within a given format. This template guide can be used to help you create additional campaign materials, including, flyers, information booklet and to inform digital usage.

1
Any secondary or personalised campaign messages should be formatted using Georgia our secondary typeface. Georgia is a standard typeface and will be available for general use on both Mac and PC computers.

You'll be amazed what you might uncover. Explore Your Archive. Find out more visit exploreyourarchive.org

                                                                                     18
Campaign toolkit
                             03  Brand guidelines
                                                                                                                      This template guide indicates 
                                                                                                                      how personalised campaign 
                                                                                                                      materials should be structured. 
                                                                                                                      A set place for images 
                                                                                                                      and messaging creates a 
                                                                                                                      consistent visual style within  
                                                                                                                      a given format.

1. 
Primary image area
2. 
Primary level message (verb) (Ready-to-use element)
3. Personalised level message 4. Call to action
My final collection was based on designs I found in my archive. They had real samples as well as images, so I could really get up close to some great craftsmanship.

Sarah Jones Coventry Art College Fashion Course You'll be amazed what you might uncover. Explore Your Archive. Find out more visit exploreyourarchive.org This structure helps create a consistent visual style within a given format. This template guide can be used to help you create additional campaign materials, including, flyers, information booklet and to inform digital usage. Any secondary or personalised campaign messages should be formatted using Georgia our secondary typeface. Georgia is a standard typeface and will be available for general use on both Mac and PC computers.

## Partner Logos Partner Logo Alignment Primary Partner Logos

1. 
Archives & Records Association (UK and Ireland)

## Archives & Records Association (Uk And Ireland)

                                                                                    19
Campaign toolkit
                             03  Brand guidelines
                                                                                                                      The campaign is being 
                                                                                                                      delivered in partnership with 
                                                                                                                      The Archives & Records 
                                                                                                                      Association (UK and Ireland), 
                                                                                                                      The National Archives and 
                                                                                                                      local, business, university and 
                                                                                                                      private archives. It is important 
                                                                                                                      that these partnerships are 
                                                                                                                      displayed clearly and correctly 
                                                                                                                      on all communications.

2. The National Archives 3. Partner logo 4. 
Additional partner logo (if applicable)

## Primary Template Guide The National Archives Personal Template Guide

When producing campaign materials, our primary partner logos must be displayed clearly and in the following structure. The primary partner logos must always precede any additional partner logos. The Archives & Records Association (UK and Ireland) logo must appear first, followed by The National Archives logo. The alignment of these logos varies depending on the material being produced. The two templates provide here give advice on how to position additional partner logos. Unless it is absolutely necessary to use an additional partner logo please keep the number of partner logos to a total of 3, including the primary partner logos. Too many logos will clutter campaign materials and may confuse your audience.