Please click here to view the Heart of Devon's brand guidelines.

Brand communication 

guidelines 

September 2010

Heart of Devon 

Communication guidelines 

Contents 02 

Introduction to the brand 03 

The product 04 

Logo specification and general principles 05 

Exclusion zones & recommended minimum size 06 

Logo positioning and sizes 07 

Applying logo to desinations 08 

Colour palette 09 

Dual branding 10 

www.heartofdevon.com 11 

Typeface 12 

Typography and layout 13 

Imagery 14 

Copywritng and tone of voice 15 

Consistency of information 16 

Edition 01 

September 2010 


Economy & Tourism 

Civic Centre 

Paris Street 

Exeter 

EX1 1JJ 

t: 01392 265209 

e: advertising@exeter.gov.uk 

w: www.heartofdevon.com 

Registered Company: 

Explore Exeter & Essential 

Devon Ltd, T/A Heart of Devon 

Registered Co. No. 4689320 

02

Welcome to the Heart of Devon 

The Heart of Devon Tourism Partnership is the 

Area Tourism Partnership and local membership 

organisation for the areas of Exeter, Mid Devon, 

East Devon and parts of South Devon. 

The Tourism Partnership exists to promote and 

unlock the full potential of the area as a year round 

sustainable visitor destination. 

This document sets out general rules and principles 

for the use of the Heart of Devon logo and brand. 

The aim being to produce marketing material in an 

appropriate and consistent way. 

The Heart of Devon logo and collateral will be 

available through the Heart of Devon Tourism 

Partnership. These can be used across print and 

screen-based media communications. 

For further clarification, or information regarding the 

use of the Heart of Devon brand please contact: 

t: 01392 265104 


03

The product 

This is the place to fall in love – a romantic land stretching 

across some of Britain’s most beautiful countryside with 

40 miles of dramatic coastline and blue-flag beaches. 

This stunning area covers Mid Devon, East Devon, parts of 

South Devon and Dartmoor – the very best bits, as many 

would claim. 

And at the heart of it all is the vibrant and historic city 

of Exeter, one the finest cathedral cities in the country. 

The ‘Heart of Devon’ is more than a fantastic region. 

It’s a memorable phrase that encapsulates the cream of 

Devon and promises every age group a very warm welcome. 

This is a place with a captivating past and an exciting 

future. Wallow in history or raise the pulse with a huge range 

of adrenalin-pumping activities. Action lives in this part of 

the world, but so does the art of relaxation. 

There is food for thought and food to die for using the 

finest local ingredients and the country’s top chefs. There are 

so many wonderful places to stay from stately homes to 

charming, seaside B&Bs where sweet dreams await. 

Visitors say there is something in the air: an enchantment 

that makes leaving so hard and returning so easy. Perhaps it 

is the climate, so temptingly mild, or those soft summer 

breezes that gently whisper, ‘Come again soon’. 

Can’t have it all? You can in the Heart of Devon. 

The Ingredients 

Every holiday contains: 

Watersports. Fishing. Golfing. Cycling. Walking. Trekking. 

Horse Riding. Bird Watching. Camping. Jurassic Coast. 

Spotless Beaches. Canals and Rivers. Dartmoor. Vineyards and 

Local Ales. Historic Houses. Gardens. Markets. Unspoilt 

Villages. Weekend Breaks. Cosy Inns. Michelin Restaurants. 

Art Galleries. Theatres. Festivals. Capital City. 

Along with: 

Fun. Happy Memories. Value for Money. Hospitable. 

Mild Climate. Clean Air. Romantic. 

The Brand 

The Heart of Devon. You’ll love it here 

04

Yes 

No 

The Heart of Devon 

logo, specification, 

consistency and 

general principles 

The Heart of Devon logo can be used 

in the following formats; 

Full colour - Green (Pantone 367) 

Red (Pantone 187), and Blue 

(Pantone 312) 

Mono - black 

White-out or reversed - white 

Where possible the full colour 

version should be used, if necessary 

black/mono or white versions can 

be used. 

Please make sure the logo is used 

appropriately; backgrounds are not 

complicated or busy, that any flat 

colour background provides enough 

contrast with the logo. 

Logo usage 

Please take care when applying the 

logo to a colour, photographic or 

patterned background - please apply 

the logo to as neutral a background 

as possible. When working with a 

dark coloured background, the white 

version of the logo should be used. 

• Avoid using the logo on any 

complicated backgrounds 

• Do not recolour the logo 

• Do not alter the logo in any shape 

or form; do not distort or stretch 

• Do not use the logo at any angle 

other than the horizontal. 

05

Exclusion zones 

The Heart of Devon logo should 

appear with a clear exclusion zone 

of the height of the letter ‘e’ from 

the word ‘Heart’. 

Recommended 

minimum size 

Printed communications 

The minimum size for the Heart 

of Devon logo is 40mm wide with 

‘Exeter, Coast and Countryside’ 

included. 

A small version with ‘Exeter, 

Coast and Countryside’ removed 

can be used at a minimum size of 

20mm wide. 

On-screen communications 

Minimum size 175 pixels wide 

at 72dpi when ‘Exeter, Coast & 

Countryside’ included. 

Minimum size 100 pixels 

wide without ‘Exeter, Coast & 

Countryside’. 

There is no restriction on 

maximum size. 

Printed communications 

 

Minimum size 40mm 

20mm 

Minimum size 

(Version without Exeter, 

Coast & Countryside) 

On-screen communications 

175pxl 

Minimum size 

(Version with ‘Exeter, 


100pxl 

Minimum size 

(Version without ‘Exeter, 


06

Positioning and sizes for 

the Heart of Devon logo 

The Heart of Devon logo should 

be positioned ranged right where 

possible. If this is not possible then 

keep ranged right positioned where 

appropriate on the vertical axis. 

(using the exclusion zone guide). 

As a guide to proportions on printed 

material approximate logo sizes for 

the following formats should be; 

A4 - 60mm wide 

A5 - 50mm wide 

DL - 40mm wide 

Please note; every aspect of the 

Heart of Devon’s activities on view 

to the public should be identified 

by use of the logo. 

A4 

At ipsant quis 

luptat reictem 

quostrum ratur. 

DL 




A5 




07

Applying the 

Heart of Devon logo 

to destinations 

Within the Heart of Devon 

branding the colour scheme allows 

for identifying Exeter, Coast & 

Countryside as a colour. 

Countryside green, Exeter red and 

Coast blue. 

Each of the location names have 

been produced as colour artwork 

and are available as eps and jpeg 

file formats from: 

Heart of Devon Tourism Partnership 


Civic Centre 

Paris Street 

Exeter 

EX1 1JJ 

t: 01392 265209 


Countryside Axminster 

Blackdown Hills AONB 

Crediton 

Cullompton 

East Devon AONB 

Honiton 

Newton Abbot 

Ottery St Mary 

Tiverton 

City 

Coast 

Exeter 

Beer 

Branscombe 

Budleigh Salterton 

Dartmoor 

Dawlish 

East Devon AONB 

Exmouth 

Jurassic Coast 

Seaton 

Shaldon 

Sidmouth 

Teignmouth 

Topsham 

Axminster 


Crediton 


Blackdown Hills 


Exeter 


Sidmouth 


Seaton 


Exmouth 


08

Logo colour palette 

Countryside 

Exeter 

Coast 

Please ensure that the correct colour 

system is used for the correct task. 

Master logos can be obtained from: 

Heart of Devon Tourism Partnership 


Civic Centre 

Paris Street 

Exeter 

EX1 1JJ 

Spot colour 

Process colour 

RGB 

Hexadecimal 

Vinyl 

Paint 

369C 

C59 M0 Y100 K7 

R119 G173 B26 

77ad1a 

tbc 

tbc 

187C 

C0 M100 Y79 K20 

R193 G2 B44 

c1022c 

tbc 

tbc 

312C 

C96 M0 Y11 K0 

R0 G160 B209 

00a0d1 

tbc 

tbc 

t: 01392 265209 


*The colour references for vinyl 

and paint are the closest possible 

representation. 

09

Dual-branding and 

co-branding with 

Heart of Devon as the 

primary brand 

For example the Heart of Devon 

and Exeter Airport. 

This section sets out the 

relationship between two logos 

when the Heart of Devon is the 

primary brand. 

The aim is to maintain the correct 

hierarchy and proportions whenever 

two such brands appear together in 

one Heart of Devon communication. 

Alignment 

The two logos are aligned by the 

base of the logo, as indicated the 

Heart of Devon logo should appear 

to the left and the secondary logo 

to the right, using the statutory 

exclusion zone, this is suggested for 

a landscape format communication. 

Alternatively a portrait format may 

be used if better suited. 

Proportion 

It is important to use the logos 

at the correct scale, this has been 

worked out using the total areas of 

each, see below. 

Total area of the secondary logo 

(X x Y) is approximately 75% of the 

Heart of Devon logo. 

10

www.heartofdevon.com 

To further help recognition of the 

Heart of Devon brand, the url has 

been included in a version of the 

logo. This is available as an eps or 

jpeg artwork file. 

When referring to the website 

address in text please ensure it 

is written in full, ie, 

www.heartofdevon.com and 

without it breaking across two lines. 





11

Typeface 

The corporate typeface for Heart of 

Devon is Officina Sans. The weights 

shown provide enough variation to 

address most typographic situations. 

When working in Indesign the 

leading should be set to auto 

and the letterspacing set to -20 

(minus 20). 

In some instances it may be 

appropriate to use a complementary 

display font, this should reflect the 

simple styling of the Heart of 

Devon brand. 

ITC Officina Sans Book 

abcdefghijklmnopqrstuvwxyz 


0123456789 &%£@?! 

ITC Officina Sans Book Italic 



0123456789 &%£@?! 

ITC Officina Sans Bold 



0123456789 &%£@?! 

ITC Officina Sans Bold Italic 



0123456789 &%£@?! 

12

Typography & layout 

To complement the clear and clean 

feel of the Heart of Devon brand the 

typography needs to be handled in a 

sympathetic and contemporary way: 

1 When setting type ensure all 

type (including headlines) are 

ranged left. 

2 Body copy should be no smaller 

than 11pt. 

3 Line length is no more than 75 

characters. 

4 Headlines and subheadings, to be 

ranged left and emphasised using 

scale, colour or weight. 

5 Copy to be in sentence case. 

6 Information hierarchy, establish 

a clear and simple hierarchy to 

information keeping the number 

of sizes weights and colours to 

a minimum. 

7 Avoid underlining, large amounts 

of text in uppercase and 

unnecessary hyphenation. 

8. Ensure that no more than two 

typefaces are used in any one 

communication. 

On-screen 

Because Officina is not a regular 

system font, it should be replaced 

by Calibri for all on-screen 

applications and the typesetting 

of internal documents and 

correspondence. 

Inhouse templates 

For in-house items where text is 

formatted for use, the on-screen 

typeface (Calibri) should be used. 

The Typography and Layout 

recommendations (listed 1 - 8) 

should also be adhered to. 

On-screen and internal applications 

Calibri family- Regular 



0123456789 &%£@?! 

Calibri family- Italic 



0123456789 &%£@?! 

Calibri family- Bold 



0123456789 &%£@?! 

Calibri family- Bold Italic 



0123456789 &%£@?! 

13

Imagery 

Our images should show what goes 

on in the Heart of Devon, as well as 

where. So not just using landscapes 

but including our target audiences 

enjoying the experience. 

It should always be the aim of 

photography to portray a friendly 

and contemporary style to the 

Heart of Devon brand. Any imagery 

should be uncluttered but 

interesting, fresh and modern - 

this may include varying the angles 

and/or depth of field to accentuate 

the subject matter. 

In most instances photography will 

be used in full colour, therefore files 

should be supplied as full colour, 

hi-resolution. 

14

Copywriting and tone 

of voice 

All corporate, advertising, editorial 

and online copy should reflect the 

contemporary nature of Heart of 

Devon. An accessible style should be 

used to suggest the down to earth 

quality of the brand, the tone 

of which can be lifted with 

appropriately-used wit and humour. 

The friendly and natural style of 

the region is best communicated 

through understated copy that 

avoids overuse of superlatives. 

All copy should be carefully 

checked for grammatical and 

spelling correctness. 

Please ensure that Heart of Devon 

is spelt with a capital ‘H’ and ‘D’ at 

all times. 

A welcoming and warm tone of 

voice should be used to 

communicate Heart of Devon. 

15

Consistency of 

information 

It is vital that the validity of any 

information included in copy is 

confirmed before it is made available 

to the public. Telephone numbers, 

dates, prices and offers should be 

checked particularly carefully. 

Heart of Devon is singular, eg the 

Heart of Devon is... 

Only use capitals where the item is 

a proper noun, such as a name, is 

singular, and is being referred to. 

When writing financial information, 

use the £ sign rather than writing 

‘pounds’, such as £65, £1,000. 

Do not use pence. 

When writing the day and month 

please write in full wherever 

possible. If there is need to shorten, 

use the first three letters; 

January - Jan 

Monday - Mon 

Ideally the date should be written 

as; Thursday 31 July 2010 (Do not 

use th, st or rd). 

Always use am and pm with time 

and not the 24 hr clock. 

Contact details 

When displaying contact details 

please use lower case letters in the 

bold weight. 

Postal addresses 

When using town names use 

sentence case and do not include 

Devon. 

Thursday 31 July 2010 

11.30am 

12.30pm 

t: 01392 265209 


w: www.heartofdevon.com 

16

Please click here to view the Heart of Devon's brand guidelines.

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