Lic. Diseño Grafico Publicitario

a brand for
our region

Head Office
Northwest Development Agency
Renaissance House
PO Box 37, Centre Park
Warrington WA1 1XB
Tel: 01925 400100
Fax: 01925 400400
www.nwda.co.uk
www.englandsnorthwest.com

Printed on Zanders Mega Matt which is 50% recycled and
de-inked fibres and 50% totally chlorine free virgin pulp from
a sustainable managed forest.
LF03/03

Contents
regionalvalues
the brand mark
the brand voice
using the brand

02
04
06
08

protecting the brand
applying the brand
using imagery
make it work for you
master artwork CD

12
14
18
20
21

This brand is your brand

The England’s Northwest brand is designed for everyone who wants
to promote or endorse their own part of England’s Northwest, from the
world famous brands of the region,to your own local areas, attractions
and cultural or business activities.

The England’s Northwest brand
has been created by the Northwest
Development Agency (NWDA) and
members of the Regional Marketing
Forum.
The brand is a unique stand-alone mark
designed for a region that is working
together to promote the best of the
Northwest to the rest of the UK and
overseas. It is also intendedto create
a sense of regional identity and pride
for the people who live and work here.
It is important to remember that the

England’s Northwest brand does not
represent an organisation, it belongs
to everyone who has something
positive to say about our region.
This guide sets out the main elements
of the brand, with some examples
and guidelines to help you use it as
a creativecommunications tool. The
enclosed CD contains all the master
artwork you will need.
Use it with pride.

brand guidelines

01

regional
values

competitive

open

surprising

Image provided by the Alsop Consortium

The England’s Northwest mark provides
a geographic locator, as well as a
representation of the values that underpin
the region as a vibrant and contemporary
place tolive and work.

regional brand essence
revolution

England’s Northwest is
ambitious, energetic and
welcomes a challenge.
We are confident in our
abilities, proud of our
world-class success and
we are a winning region.

England’s Northwest is
welcoming and inclusive.
We are flexible and
quick to learn, honest and
open-minded, a warm and
friendly region.

England's Northwest is
aunique and diverse
region with a creative
flair. We have vibrant
culture, inspiring landscapes
and a passion for innovation.

To recognise and celebrate the
revolutionary spirit of England’s Northwest.

02

brand guidelines

03

the brand mark
At the heart of the regional brand identity is the England’s Northwest mark,
a unique, specially drawn namestyle.

The England’sNorthwest mark
and messages must be reproduced
from digital master artwork.
Do not attempt to create your
own brand/message versions.

To support the brand
namestyle, a system of
brand messages has been
created. These take the
form of prefixes and affixes
added to the brand
namestyle.

Brand message prefix

The England’s
Northwest mark must
not be used without a
prefix or an affix.The full set of these brand
messages and how to
choose them is shown on
pages 6 and 7.

The England’s
Northwest mark
The brand mark must
always be reproduced from
digital master artwork and
must never be modified
in any way. Do not try
to re-draw it, separate or
adjust any elements of it.
It must always appear on
an uncluttered background

04

or colour to ensure clarity.
Themark does not exist
as a typeface so it
cannot be recreated or
have additional elements
added which would
detract from its integrity.
The mark should never
be used as part of a
phrase or sentence.

Brand message affix

The brand mark and all of
its prefixes and affixes have
been created as specially
drawn digital master artwork
and must never be
modified in any way.
Do not...