Local Government Pension Scheme Brand Book

Brand Guidelines v1.0 2021

LGPS Brand Guidelines Introduction 02 The identity of the Local Government Pension Scheme, or LGPS for short, is a key part of the national brand image. It symbolises modernity, authority and openness. A distinctive and professional national brand identity signals to LGPS employers, members and other stakeholders in the pension industry that the LGPS is a strong and credible public sector pension scheme. Simple, bold and confident, it is our most important visual asset. It is imperative that the brand identity is applied correctly and consistently by all local pension funds. These guidelines outline when to use the different versions of the brand mark and in which format. v1.0 2021

LGPS Brand Guidelines Brand mark – with descriptor 03 The new brand mark consists of two parts - the wordmark and the descriptor. All versions of the brand marks are available in Full colour both English and Welsh. version with descriptor Full colour version with descriptor – English When using the brand mark with the descriptor, the wordmark and descriptor lockup are always positioned side by side with the wordmark on the left, and the lockup on the 1. Word mark 2. Descriptor right. These components form a unit with specific relationships and proportions, which are never to be altered or recreated in any way. Full colour version with descriptor – Welsh v1.0 2021

LGPS Brand Guidelines Brand mark – without descriptor 04 Full colour version without descriptor If the brand mark is being used in a context when it is clear what LGPS stands for or when there is the opportunity to position what it does Full colour – for example, on the LGPS website – the version wordmark can be used on its own. without descriptor – English When there needs to be clarification, please use the version with the descriptor. Note, the descriptor should never be used without the word mark. Full colour version without descriptor – Welsh v1.0 2021

LGPS Brand Guidelines Brand mark – alternative versions 05 Alternative versions There are alternative versions of the brand Black mark when the full colour version can’t be used version with e.g. on dark backgrounds or when full colour descriptor – English printing is not possible. These are: • Mono positive • Mono negative Minimum size of brand mark To avoid legibility issues, the brand mark width should be at least 55mm for print use and 270 pixels for digital use. White version with descriptor – English Minimum size 55mm or 270px v1.0 2021

LGPS Brand Guidelines Don’t do this with the brand mark 06 Don’t change the relationship between the Don’t change the colour of the brand mark Don’t change the typeface of the descriptor two parts Don’t distort the brand mark Don’t outline the brand mark Don’t use the brand mark on a colour so that it’s not legible Welcome to Don’t position another element too close to Don’t rotate the brand mark Don’t place the brand mark on an image brand mark – apply the exclusion area v1.0 2021

LGPS Brand Guidelines Brand colours 07 The colour palette is a key element of the brand LGPS Orange and must be used according to these specifications. RGB = 208 / 63 / 24 The colour palette has been adjusted to ensure Hex = D13F16 legibility, stand out and compliance with CMYK = 10 / 85 / 100 / 0 accessibility standards. To avoid any screen or Pantone = PMS 173 web issues, only use the values shown here. For screen use the RGB or web values. For print use the Pantone® or CMYK values. Primary colour The primary colour is LGPS Orange. It should be LGPS Green LGPS Blue LGPS Dark Grey used carefully but confidently to make our brand RGB = 79 / 125 / 64 RGB = 32 / 35 / 74 RGB = 112 / 112 / 112 stand out. Hex = #4F7040 Hex = #20234A Hex = 707070 Secondary colours CMYK = 70 / 30 / 90 / 15 CMYK = 100 / 92 / 40 / 40 CMYK = 0 / 0 / 0 / 70 The secondary colours complement the primary Pantone = PMS 7742 Pantone = PMS 295 Pantone = PMS 424 colour and add richness and vibrancy to communications. You can use them in any context, but more sparingly and should never overpower the primary colour LGPS Orange. *PANTONE is a registered trademark of Pantone Inc v1.0 2021

LGPS Brand Guidelines Clearance area 08 To ensure the brand mark always appears clearly and prominently on all communications, Calculating there needs to be a clearance area that the clearance surrounds it. No text or visual element should area encroach upon this area. It is calculated by measuring the height of the ‘P’ in the word mark. This then becomes a minimum measurement surrounding the brand mark and descriptor. > Note that this is a minimum area, the Clearance clearance area should be increased area for wherever possible. brandmark v1.0 2021

LGPS Brand Guidelines Formats of the brand mark 09 There are different formats of the brand mark The naming of the files represents the type, colour, depending on the medium in which they are to language and format. be used. The naming system is: EPS: This is a vector format and can be LGPS_Language_Brandmark_Type_Colour_.Format increased or decreased in size without any loss of quality. This is the best format for print For example: applications. LGPS_ENG_Brandmark_+desc_black.jpg JPG: This is a raster format, and will degrade in quality if increased in size. It can be used for print or digital applications. PNG: This is also a raster format and can be used when the brand mark needs a transparent background. It should only be used in digital applications. Contact details To obtain master artwork files, please visit the LGPS SVG: This is also a vector format that can be Regulations and Guidance website: rescaled without any loss of quality. This is the best format for digital applications. https://www.lgpsregs.org/resources/branding.php v1.0 2021