The Mersey Partnership Brand Guidelines

The Mersey Partnership THE BASIC ELEMENTS

03 The Logo

Brand Guidelines
04 Descriptors
05 Sizes
06 Clear Zone
07 In Colour
08 Protecting the Identity

09 Sub-Brands & URLs

10 Protecting the Identity

11 Colours
Primary Palette
12 Secondary Palette

The Mersey Partnership (TMP) has responsibilities for

TMP BRAND GUIDELINES INTRODUCTION & CONTENTS

13 Typefaces
leading and coordinating economic development, inward 14 Photography & Illustration
investment and tourism across the Liverpool City Region.
15 Language & Tone of Voice

For our external customers we are Merseyside's sub regional

partnership and the single Inward Investment Agency and APPLYING THE IDENTITY
the Official Tourist Board for the Liverpool City Region. 17 Stationery

18 Publications
Our Values are teamwork, excellence, excitement, respect 19 A4 Portrait Covers
and enterprise and the aim of all of our communications is 20 A4 Landscape Covers
21 A4 Square Covers
to reinforce these values. 22 A5 Portrait Covers
23 1/3 A4 Covers
This guide sets out a number of guidelines and protocols for 24 The Logo Bar
marketing communications that should be adhered to by all
employees and third party organisations to ensure: 25 TMP Typography
Page Layout
! Consistency of approach 26 Style Sheets
! Clarity of message
27 Internal Documents & Presentations
! Clear TMP branding
! Clear operational activity branding 28 Advertising & Display

If you need any advice or assistance

in applying the TMP identity, please
contact the marketing department:
T +44 (0)151 227 2727
E identity@merseyside.org.uk

Digital master artwork and template

documents can be found at
merseyside.org.uk/identity
01
02 TMP BRAND GUIDELINES THE BASIC ELEMENTS

Elements
The Basic
 The Logo Do not attempt to Master digital
The Mersey Partnership (TMP) logo is a unique device and is the primary create or adapt
your own versions
artwork is available
for all logos.
visual representation of the organisation and its activities throughout of the logos.

the Liverpool City Region.

The Logo consists of three key elements:

TMP BRAND GUIDELINES THE BASIC ELEMENTS

! the TMP block

! the TMP namestyle
! the descriptors.

The logo should always be used as a

single device. The block and namestyle
should never be used separately and their
properties and relationship should
not be altered in any way.

Block
Namestyle
Descriptor

The TMP namestyle is

specially drawn and
cannot be typeset
with normal fonts.
The crossbar of the
lower-case t has
been shortened to
ensure a snug fit with
the preceding r and
the descender of the
letter y has replaced
the dot of the letter i
below it.
03
 The Logo_Descriptors Do not attempt to Master digital
Three descriptors have been created as an integral part of the logo device. recreate or typeset
the descriptors,
artwork is available
for the three logo
These should be used to identify and support TMPs key areas of always use the descriptors.
original integrated
communications and marketing activity. artwork.
TMP BRAND GUIDELINES THE BASIC ELEMENTS

Economic Development Investment Tourism

This descriptor is designed to be used
for both Corporate and Economic
Development communications and
marketing materials.
04
This descriptor is designed to be used This descriptor is designed to be used
for Investment communications and for Tourism communications and
marketing materials. marketing materials.
 The Logo_Sizes
Three key size applications have been created for printed materials. These are
designed to achieve consistency and clarity across the publications family.
In advertising, exhibition and display, there will be a need for flexibility in
logo size, but the minimum specification should always be adhered to.

50mm 37.5mm 25mm

TMP BRAND GUIDELINES THE BASIC ELEMENTS

12.5mm
18.75mm
25mm

50mm (50%) Preferred Size 37.5mm (37.5%) 25mm (25%) Minimum Size
Example uses: Example uses: Example uses:
! Letterheads ! A5 Covers (Portrait & Landscape) ! Business Cards
! Compliments Slips ! 1/3 A4 Leaflets ! In logo bar on covers
! A4 Covers
(Portrait, Landscape & Square)
05
 The Logo_Clear Zone
The logo must be positioned in its own clear space, standing apart from
other images and text. It must be surrounded by a minimum clear zone as
shown. The clear zone helps protect the status of the logo and ensures it is
always displayed to best effect.

See pages 18 for

TMP BRAND GUIDELINES THE BASIC ELEMENTS

guidance on how the

logo should be applied
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x
of the logo bleeds off the top of the page and the left side
application to stationery and publications, where the top
The shaded area of the clear zone does not apply for

of the logo sits flush with the left side of the square.

1/5x
1/5x
06
 The Logo_In Colour Master digital
Artwork is available
for logos.

Corporate colour
TMP BRAND GUIDELINES THE BASIC ELEMENTS

The corporate colour for the TMP logo is

Corporate Blue, Pantone 281.

Where an application requires single

colour printing, such as advertising, the
logo can be printed either in black on a
white background, or white out of a
contrasting colour.

Operational area colours

Where publications or other
communications materials specifically
relate to operational areas (Economic
Development, Investment, Tourism) the
logo has been designed to print in
Corporate Blue on the operational
colour background as shown.

Examples of how the operational area

colours are used on publications and
other applications are shown from
page 19.
07
 The Logo_Protecting the Identity The TMP logo
It is essential that the TMP identity is applied in a consistent manner. must always be
reproduced from
Variations and mistakes, however small, will collectively erode the overall digital master
artwork.
integrity and reduce the impact of the identity.
TMP BRAND GUIDELINES THE BASIC ELEMENTS

01 01 01 02

03 04 04 05

01 Do not separate or adjust the relationship of the block, the namestyle or descriptor.
02 Do not use non-corporate colours for the logo.
03 Do not attempt to recreate or typeset the logo.
04 Do not use a white-out logo on a pale background or a positive mark on a dark background.
05 Do not print the logo on a cluttered photographic background.
08
 Sub-Brands & URLs Do not attempt to Master digital
A series of namestyles for TMP sub-brands and URLs have been designed create or adapt
your own versions
Artwork is available
for the namestyles.
to support and complement the TMP corporate identity. They provide a strong of the namestyles.

visual link to TMPs ownership.

The namestyles are designed to be be

TMP BRAND GUIDELINES THE BASIC ELEMENTS

used as single, stand alone devices and

their properties and relationship should
not be altered in any way. Where a URL
is typeset within continuous text, the
namestyle should not be used.

Each namestyle must be positioned

in its own clear space, standing apart
from other images and text. It must be
25% Minimum Size
surrounded by a minimum clear zone as
shown. The clear zone helps protect the
status of the device and ensures it is
always displayed to best effect.

The minimum size specifications should

always be adhered to.

2x

2x
x
09
 Sub-Brands & URLs_Protecting the Identity The sub-brands or
It is essential that the TMP sub-brands or URLs are applied in a consistent URLs must always
be reproduced
manner. Variations and mistakes, however small, will collectively erode the from digital
master artwork.
overall integrity and reduce the impact of the identity.
TMP BRAND GUIDELINES THE BASIC ELEMENTS

01 01 02 02

03 04 04 05

VisitLiverpool

01 Do not separate or adjust the relationship of the words.

02 Do not use non-corporate colours or split the colourways of the sub-brands or URLs.
03 Do not attempt to recreate or typeset the sub-brands or URLs.
04 Do not use a white-out version on a pale background or a positive version on a dark background.
05 Do not print the sub-brands or URLs on a cluttered photographic background.
10
 Colours_Primary Palette The primary colour palette uses specific
colours to represent communications
from TMPs operational areas:
! Corporate
The TMP colour palettes have been designed to represent TMP as a ! Economic Development
contemporary and creative organisation. ! Investment
! Tourism.

The colours have been selected to reflect

the spirit of the organisation's values.

The first colour

TMP BRAND GUIDELINES THE BASIC ELEMENTS

reference is for
four colour printing
(CMYK) and shows
the values for cyan,
magenta, yellow and
black. The second is a
web-safe version of
100c 60m 56k 60c 100y 0k 60c 20m 90m 40y the colour for websites
and electronic media.
#000033 #66cc00 #6699cc #ff0033 The third is an RGB
51b 102r 204g 102r 153g 204b 255r 51b equivalent where
a web-safe colour
can not be specified.

PANTONE PANTONE PANTONE PANTONE

281 376 284 198

TMP Corporate Blue TMP Economic Green TMP Investment Blue TMP Tourism Red
! Strong ! Growth ! Intelligent ! Warm
! Important ! Health ! Confident ! Passionate
! Stable ! Environment ! Welcoming ! Happy
! Trusting ! Harmony ! Elegant ! Celebrate
! Renewal
True Blue, Loyal and committed = Blue Ribbon, First Class = Paint the Town Red =
Respect and Teamwork Green Light, Go Ahead = Excellence Excitement
Enterprising
11
 Colours_Secondary Palette
The secondary colour palette is designed to support, but not compete
with the primary colour palette. These colours should be used to enable
flexibility and variety in design.

USING THE COLOURS

TMP BRAND GUIDELINES THE BASIC ELEMENTS

The palette has been chosen so that

colours can either be used in groups of
similar colours (warm, cool etc) or can be 60c 25m 10y 10k 40c 20y 20k 5c 20y 3k
selected from across the full range
to create contrast, emphasis and
engaging design. 100% 80% 60% 100% 80% 60% 100% 80% 60%

Use the colours to communicate the right

tone and message for the audience.

The secondary palette should not be used

in a way which overpowers the 15c 3m 10k 5c 50y 5k 20c 10y 10k
appropriate primary colour.

100% 80% 60% 100% 80% 60% 100% 80% 60%

30c 40m 5k 55m 60y 15k 5m 20y 5k

100% 80% 60% 100% 80% 60% 100% 80% 60%

25c 20m 40m 40y 15m 50y 5k

100% 80% 60% 100% 80% 60% 100% 80% 60%

12
 Typefaces
Three typefaces have been chosen for use in TMP communications materials.
These have very specific characteristics and uses.
MetaBold Roman
TMP BRAND GUIDELINES THE BASIC ELEMENTS
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 (MetaBold Expert)
MetaBook Roman
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 (MetaBook Expert)
Headline Typeface
Meta is a distinctive font for use in titles,
headlines and feature text.
13
FF DIN Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
FF DIN Medium
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
FF DIN Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
FF DIN Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Text Font
FF DIN has been selected for use in all
text applications. It is a modern, highly
legible typeface which complements the
headline font and is available in a range
of weights which can be used to create
a typographic style with emphasis and
contrast.
Arial Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
Arial
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
General Use Font
Arial is the standard font used for letter
writing and other internal stationery such
as letters, memos and faxes. It is also the
font for electronic applications such as
the internet and internally produced
presentation documents.
 Photography & Illustration
Spectacular images sell a city. Our photographic style is:- dynamic, creative,
aspirational, inspirational, world-class, emotive and real.

Images must always be of a high

TMP BRAND GUIDELINES THE BASIC ELEMENTS

quality and reflect the diversity and

attractiveness of the Liverpool City
Region as a vibrant, exciting and
energetic place to be.

When using a selection of imagery,

these must represent the entire region,
consisting of 6 boroughs Halton,
Knowsley, Liverpool, Sefton, St. Helens
and Wirral as a diverse, world-class
destination for tourism and investment.

When featuring people, consideration

must be given to provide a mix of
demographics ethnic, gender, mixed
ability, age and lifecycle.

It is important that the copyright of the

photograph or illustration is obtained
and credited if required.

Deana Clarke
Wirral MBC
McCoy Wynne
Alan C Birch
14
 Language & Tone of Voice
Whatever were communicating, we need to consider the message were
putting across through the words we use. Our choice of language reflects our
tone of voice. Its how we say what we say.

COMMUNICATING TMP ACTIVITIES IN WORDS ! Teamwork

TMP BRAND GUIDELINES THE BASIC ELEMENTS

We are a partnership and we will always seek opportunities to

We communicate with a range of different audiences including involve our colleagues, partners, members and stakeholders
our Members, Stakeholders, Partners, visitors and potential to achieve our aims. By working together we can draw on our
investors in our City Region. collective strengths and demonstrate the value we add.
! Excellence
Different communications to these different audiences are We will always aim to achieve the highest quality, whether this
critical to the way TMP succeeds in going about its business. is the way we deliver our targets and achieve our goals, or in
We need to think carefully which tone of voice best fits the the professional way we conduct ourselves. We want TMP to
audience we are trying to reach. be seen as the standard other organisations aspire to.
! Excitement
For example, presentation of a major piece of economic research Merseyside is vibrant and dynamic, and we want TMP to
will require a different choice of words and tone to the ones we reflect this. Working for TMP should be enjoyable with
will use to attract short break visitors to our destination. opportunities to learn and develop. We want to create a
positive environment where encouragement, not blame, is
Even allowing for these diverse audiences, we must use a the overriding characteristic and where we should all feel
consistent tone of voice. involved and enthused by TMPs work.
! Respect
Our job is to sell our region to visitors and investors alike. We will be honest with our colleagues and partners, open in
We should ensure that the TMP values that underpin all of our the way we communicate, and operate in a fair, consistent
activities are reflected in our tone of voice and choice of and transparent manner. We will listen to others views and
language. respect different opinions. We recognise that people have a
life outside work and we will be supportive. We will take
Our organisations values can help us find the right content and responsibility for our own actions and trust others to do
the best way of expressing it. likewise.
! Enterprising
They can be used as a starting point for finding the appropriate Were not afraid to be creative, innovative and different in the
language to use in our communications: way we do things. We encourage people to take risks and we
welcome new ideas.

TMP communications should be positive and capture the

renaissance of the City Region; its potential to inward investors
and its attractiveness and appeal to visitors from around the
world.
15
16 TMP BRAND GUIDELINES APPLYING THE IDENTITY

Applying
the Identity
 Stationery
A full range of corporate stationery incorporating the identity has been
designed, including letterheads, compliment slips, business cards and press
release paper. These have been created to achieve a modern, clear, totally
consistent impression of TMP.

WRITING LETTERS
TMP BRAND GUIDELINES APPLYING THE IDENTITY

News Release News Release News Release News Release News

The Mersey Partnership The Mersey Partnership
12 Princes Parade 12 Princes Parade
Liverpool L3 1BG Liverpool L3 1BG

A master letter-writing template in T +44 (0)151 227 2727

F +44 (0)151 227 2325
T +44 (0)151 227 2727
F +44 (0)151 227 2325

Microsoft Word format is available and

should be used at all times. This is a
locked template in which the
appropriate fields may be worked over.
Do not attempt to create your own Address Line 1
Address Line 2

version or to alter the style or layout in

Address Line 3
Address Line 4

any way.
Address Line 5
Address Line 6

The Mersey Partnership

Following these standards is vital to

12 Princes Parade
Liverpool L3 1BG
T +44 (0)151 227 2727

ensure consistent and professional

F +44 (0)151 227 2325
Dear

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Company Incorporation Certificate 2753023 Registered in England and Wales VAT Registration Number 618 5781 12

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Firstname Lastname
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T +44 (0)151 227 XXXX
M +44 (0)XXXX XXXXXX
Yours E firstname.lastname@merseyside.org.uk

The Mersey Partnership

12 Princes Parade
Liverpool L3 1BG
T +44 (0)151 227 2727
F +44 (0)151 227 2325

Name
17
 Publications TMP SQUARED

Designing Publications
The TMP publications have been designed
The guidelines on the following pages provide specifications for the using grids to ensure consistency across
TMP publications family. The aim of these guidelines is to introduce a publications, but also provide flexibility for
creative design solutions. The cover grid is
structured, targeted approach to all publications and a consistent, but based on a series of squares which scale
flexible approach to the application of the TMP mark, typography, colour in proportion to create a range different
palette and imagery. areas for applying images.

x 1/5x

The image area can be

TMP BRAND GUIDELINES APPLYING THE IDENTITY

divided into sub-areas if

there is a requirement
for more than one
image to feature on
the cover.

The TMP Logo Block The Image Area

The logo block is constructed from two
squares, one of which scales to form
a coloured square which is used to
feature the colour for the appropriate
operational area.
18
The TMP logo block can then be scaled
to achieve a range of different areas for
applying images. The following pages
show how these design principles can
be applied to different publication sizes
and formats.
 Publications_A4 Portrait Covers Master digital
artwork templates
are available and
should be used for
all publications
cover styles.
TMP BRAND GUIDELINES APPLYING THE IDENTITY

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210 x 297mm The inset diagrams

show how the cover x
The examples demonstrate how the design principles can
design principles can be used to achieve be scaled to create
consistency across the range of different image areas.
publications. The position and area
for applying regional Image Area Image Area
and partner logos
The consistent position and size remains the same for
of the TMP logo and consistent style either format.
for document titles ensures a coherent
family approach for the different versions.
Logo Bar 1/2x
The framework for use of imagery, from
full page to square allows for flexibility
and variety in design.
19
 Publications_A4 Landscape Covers Master digital
artwork templates
are available and
should be used for
all publications
cover styles.
TMP BRAND GUIDELINES APPLYING THE IDENTITY

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297 x 210mm The inset diagrams

show how the cover x x
The examples demonstrate how the design principles can
design principles can be used to achieve be scaled to create Image Area Image Area
consistency across the range of different image areas. x
publications. The position and area
for applying regional
and partner logos
The consistent position and size remains the same for
of the TMP logo and consistent style either format. Logo Bar 1/2x
for document titles ensures a coherent
family approach for the different versions.

The framework for use of imagery, from

full page to square allows for flexibility
and variety in design.
20
 Publications_A4 Square Covers Master digital
artwork templates
are available and
should be used for
all publications
cover styles.
TMP BRAND GUIDELINES APPLYING THE IDENTITY

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210 x 210mm The inset diagrams

show how the cover x x
The examples demonstrate how the design principles can
design principles can be used to achieve be scaled to create Image Area
consistency across the range of different image areas. x
The position and area Image Area
publications.
for applying regional
and partner logos
The consistent position and size remains the same for
of the TMP logo and consistent style either format. Logo Bar 1/2x
for document titles ensures a coherent
family approach for the different versions.

The framework for use of imagery, from

full page to square allows for flexibility
and variety in design.
21
 Publications_A5 Portrait Covers Master digital
artwork templates
are available and
should be used for
all publications
cover styles.
TMP BRAND GUIDELINES APPLYING THE IDENTITY

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148 x 210mm The inset diagrams

x
show how the cover
The examples demonstrate how the design principles can
design principles can be used to achieve be scaled to create
consistency across the range of different image areas. Image Area
publications. The position and area Image Area
for applying regional
and partner logos
The consistent position and size remains the same for
of the TMP logo and consistent style either format. Logo Bar 1/2x
for document titles ensures a coherent The logo bar is 2/3x
family approach for the different versions. on Tourism covers to
allow the TMP logo to
The framework for use of imagery, from be at its minimum size
and the Liverpool 08
full page to square allows for flexibility logo to be more
and variety in design. prominent.
22
 Publications_1/3 A4 Covers Master digital
artwork templates
are available and
should be used for
all publications
cover styles.
TMP BRAND GUIDELINES APPLYING THE IDENTITY

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99 x 210mm The inset diagrams

x
show how the cover
The examples demonstrate how the design principles can
design principles can be used to achieve be scaled to create Image
Area
consistency across the range of different image areas. Image
publications. The position and area Area
for applying regional
and partner logos
The consistent position and size remains the same for
of the TMP logo and consistent style either format. Logo Bar 1/2x
for document titles ensures a coherent The logo bar is 2/3x
family approach for the different versions. on Tourism covers to
allow the TMP logo to
The framework for use of imagery, from be at its minimum size
and the Liverpool 08
full page to square allows for flexibility logo to be more
and variety in design. prominent.
23
 Publications_The Logo Bar
Where the TMP logo is applied with other regional or partner logos, using
the logo bar will allow the TMP logo to retain its integrity and impact.

Regional/Partner Logos 08 Logo URL/Sub-Brand

TMP BRAND GUIDELINES APPLYING THE IDENTITY

Centre Logos
on centre line
of the logo bar

A4 General Publications
Regional or partner logos should always
be centred within the logo bar, whether
they are on the front or back cover.

Englands Northwest Logo TMP Tourism Logo

A4 Tourism Publications
Where the VisitLiverpool sub-brand leads
on Tourism publications, the Mersey
Partnership logo should also be centred
within the logo bar.
24
 TMP Typography_Page layout Master digital
A series of typographic grids have been designed to ensure consistency artwork templates
are available and
across publications, but also allow flexibility for creative design solutions. should be used for
all page layouts.
TMP BRAND GUIDELINES APPLYING THE IDENTITY

Wirral This picturesque peninsula is packed with contrasts

that never fail to delight visitors. Consequat vel illum
dolore feugiat dignissim qui blandit. Luptatum zzril
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Tourist THE COAST HERITAGE //

Information
+44 (0151 647 6780
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+44 (0)844 870 0123
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feugiat nulla facilisis at vero eros et Accumsan et iusto odio dignissim qui //
accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit LOREM IPSUM
blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla Lorem Ipsum
augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet,
facilisi. Nam liber tempor cum soluta consectetuer adipiscing elit, sed diam
nobis eleifend option congue nihil nonummy nibh euismod tincidunt ut
imperdiet doming id quod mazim
placerat facer possim assum.
Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam
nonummy nibh euismod tincidunt ut
laoreet dolore magna aliquam erat
volutpat. Ut wisi enim ad minim
veniam, quis nostrud exerci tation
ullamcorper suscipit lobortis nisl ut
aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in

Clockwise from top left

Sed diam nonummy
nibh euismod tincidunt
ut laoreet dolore
magna aliquam erat
volutpat. Ut wisi enim
ad minim veniam, quis
nostrud exerci tation
ullamcorper suscipit
72 73 lobortis nisl ut aliquip

Example page layout grid Example page layout design

25
 TMP Typography_Style Sheets Quark Xpress style
The TMP family of typefaces has been selected to create levels of emphasis sheets are available
and should be used
and differentiation from headlines and quotes to subheadings and captions. as the basis for all
TMP typography.
These can be used flexibly to produce engaging, clear and readable
publications.

Page Heading //
TMP BRAND GUIDELINES APPLYING THE IDENTITY

Liverpool is without
Page Heading
TMP Quote
TMP Page Heading DIN Bold
MetaBold Roman
20/20pt
12/13pt question one of the great
30/30pt
-4pt tracking
cities of the world. Esse

Page Heading
40/40pt
-4pt tracking molestie consequat, vel
illum dolore eu feugiat
illum dolore feugiat.
//
TMP Quote Person SIR NEIL COSSONS
DIN Bold (All Caps) Chairman, English Heritage TMP Quote Position
8/13pt DIN Bold
-4pt tracking 8/9pt
-4pt tracking

TMP Stand First

MetaBook Roman
Consequat vel illum dolor LOREM IPSUM TMP A Heading
DIN Bold (All Caps)
Clockwise from top left
Sed diam nonummy
TMP Caption Regular
DIN Regular
Sed diam nonummy nibh euismod
12/13pt
-4pt tracking
feugiat dignissim qui tincidunt ut laoreet dolore magna
8/9pt
-2pt tracking
nibh euismod tincidunt
ut laoreet dolore
6/7pt
-2pt tracking
blandit. Luptatum zzril minim veniam, quis nostrud exerci ut magna aliquam erat
volutpat. Ut wisi enim
aliquam erat volutpat. Ut wisi enim ad
delenit augue duis dolore minim veniam, quis nostrud exerci ut
ad minim veniam, quis TMP Caption Bold
nostrud exerci tation DIN Regular
te feugait nulla facilisi. blandit praesent luptatum zzril delenit TMP Body Text ullamcorper suscipit 6/7pt
TMP Stand First Bold
MetaBold Roman
Lorem ipsum dolor sit aliquip ex ea commodo consequat.
Duis autem vel eum iriure dolor in
DIN Light
8/9pt
lobortis nisl ut aliquip
ex ea commodo.
-2pt tracking

12/13pt
-2pt tracking
Ipsum amet, consectetuer eu feugiat nulla facilisis at vero eros.
-4pt tracking

adipiscing elit, sed diam TMP B Heading

Lorem Ipsum Dolor
nonummy nibh euismod Accumsan et iusto odio dignissim qui
DIN Medium
8/9pt
tincidunt ut laoreet dolor blandit praesent luptatum zzril delenit -4pt tracking
augue duis dolore te feugait nulla facilisi.
Lorem ipsum dolor amet, consectetuer
adipiscing elit, sed diam nonummy nibh
euismod tincidunt ut quis nostrud exerci
tation ullamcorper suscipit lobortis nisl
26
 Internal Documents & Presentations Master Word
Template pages for Powerpoint presentations and Word documents and Powerpoint
templates are
have been created in the three operational area colours. available and should
be used as the basis
for all internal
presentation
documents.

The template pages include the TMP

TMP BRAND GUIDELINES APPLYING THE IDENTITY

logo, the logo block and areas which

allow for text and imagery to be added as
appropriate. The example pages show
layout options and how the logo band can
be used to apply regional and partner
logos consistently without conflicting with
the TMP logo.

Above
Powerpoint title page
and text page.

Left
2-column Word
templates including
a continuation page.
27
 Advertising & Display
The example layouts show how the basic elements and principles of the
identity can be used across a wide range of applications from advertising
to exhibitions.

Example Far Left

TMP BRAND GUIDELINES APPLYING THE IDENTITY

VisitLiverpool Poster

Example Left
Investment
Newspaper Advert

Example Below
Investment
Exhibition Stand
28