Visit Chislehurst CBG | Mini identity guidelines

Visit Chislehurst 

mini guidelines 

Identity Guidelines 

Although not a full brand guideline, 

these mini identity guides help with 

facilitating an ongoing and 

consistent implementation of the 

Chislehurst Identity. 

Chislehurst mini identity guidelines 

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Brand typeface 

The brand’s copy typeface has been selected 

because of its clarity, elegance and classic 

appearance. 

There are two recommended weights 

Benton Sans font 

Benton Sans is a digital typeface family 

begun by Tobias Frere-Jones in 1995, and 

expanded by Cyrus Highsmith of Font 

Bureau. As Benton Gothic, there are 7 

weights from thin to black and only 2 widths 

although we only recommend using Benton 

Sans bold and regular. 

Font can be purchased at typenetwork 

Example of Benton Sans 

Regular 

Set 10 pt 

12 pt leading 

Range left 

Benton Sans (bold) 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz12345 

Benton Sans (regular) 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz12345 


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THE LOGOTYPE 

The typography of the logotype is not a standard 

typeface and therefore bespoke. It has been 

specially drawn and adjusted and must never be 

recreated using another typeface. 

PROPORTIONS 

The exact proportions must be maintained and 

are never to be lengthened or narrowed. 

CHOOSING THE BEST FORMAT 

The logo-mark should be used as the master logo 

where possible. The logotype should be used 

when space is restricted and for signage. 


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THE BUSINESS LOGOTYPE 

The typography of the logotype is not a standard 

typeface and therefore bespoke. It has been 

specially drawn and adjusted and must never be 

recreated using another typeface. 

PROPORTIONS 

The exact proportions must be maintained and 

are never to be lengthened or narrowed. 

CHOOSING THE BEST FORMAT 

The logo-mark should be used as the master logo 

where possible. The logotype should be used 

when space is restricted and for signage. 


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BRAND COLOURS 

The colours in the logotype are comprised of two 

brand colours. 

CMYK (process), RGB (screen) & PANTONE 

They should never be changed, or adjusted from 

the original colours in the master files. 

COLOUR USE 

When only two colours are being printed, 

for example, stationery and folders, the 

PANTONE version should be used. 

When 4 colour process printing is required, 

for example brochures with imagery, then use the 

CMYK version. When creating content for web 

only then use the RGB version. 

DARK GREEN PANTONE 364C 

CMYK (%) 

60 0 100 40 

RGB (%) 

51 99 27 

OTHER MATERIALS 

To maintain consistency through all touchpoints 

and marketing communications other than print, 

other materials are often used such as vinyl, paint 

and acrylic. 

Below are the colours and specifications that 

should be used when using such materials. 

This may be when considering signage, 

environmental graphics or promotional materials. 

Where specifications are not issued, then we 

suggest requesting the closest match to the 

PANTONE swatch. 

LIGHT GREEN PANTONE 368C 

CMYK (%) 

60 0 100 0 

RGB (%) 

PANTONE 

364 C 

PANTONE 

368 C 

95 

170 

44 


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PLACEMENT / EXCLUSION ZONE 

There must be a minimum clear space around 

the logo/brand to ensure maximum impact. 

This is known as “breathing space”. 

This absolute minimum should not be regarded 

as the norm. On the contrary the more space 

around the logotype the better. 

This clear space must be free of any confusing 

image, colour or pattern. The height of the 

smaller circular leaf graphic dictates the space 

used to construct the exclusion area. 

1.5X 1.5X 


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COLOUR VARIATIONS - REVERSE 

The logo is striking and bold when presented in 

the reverse colour way as presented. This may 

be used when your brand is isolated or alongside 

other logos and brands. 

COLOUR VARIATIONS - SINGLE COLOUR 

The logo can still retain its distinctiveness when 

presented in a single colour. However this is a 

secondary option and the logo should sit in the 

two colour option where possible. 


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COLOUR VARIATIONS 

When the block is used along with a background 

colour (other than green) or image, the logo can 

take on the single colour option - white where 

possible. This will be mainly used in marketing 

material. 

LIMITED USE 

Only the white logotype can be used on other 

colours when featuring on other single colour 

marketing collateral. i.e. Chislehurst Sponsor 


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UNACCEPTABLE COLOUR VARIATIONS 

The colours of the logo have been chosen to 

represent and reflect the natural green spaces of 

Chislehurst. Under no circumstances can the logo 

colours be changed in any way other than as set 

out within these guidelines. 


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MINIMUM SIZING 

When preparing marketing material it’s important 

to ensure the Chislehurst logo has prime location 

(bottom right) and is set into the white corner arc 

to the correct size as outlined below. 

45mm 

32mm 

23mm 

A3 POSTERS A4 POSTERS A5 POSTERS 

23mm 

18mm 

POSTCARDS 

BUSINESS CARDS 


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LOGO AND IMAGERY 

When the logo is to be used over imagery all 

letter forms must be fully legible and clear. 

If this is not possible then the box or corner 

detail and two colour logo should be used. 


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LAYOUT AND PLACEMENT 

Use the white arch and logo as a graphic device 

as part of any printed marketing campaign. 

This should be used wherever possible. 

Templates will be available if required. 

VisitChislehurst.org.uk 

Visit Chislehurst is a non-profit organisation run by the Chislehurst Business 

Group; working together to create a thriving and vibrant Chislehurst. 

@VisitChis @VisitChis www.facebook.com/VisitChis 


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SOCIAL MEDIA 

With the huge range of social media applications 

around today and variation in requirements, it’s 

difficult to offer a comprehensive guide. 

However below are some examples of how the 

brand could be applied when creating profile 

‘logos’. 

SIZE 

When the logo will be viewed as an icon or at 

smaller scales the tag line should be removed as 

shown in the example on the right. 


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DIGITAL FILES 


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FORMAT 

Files available in the following : 

AI AND EPS 

This is a vector (outline) file that can be enlarged 

and reduced without losing definition. 

This format will usually be used for requirements 

like signs or display panels when the logo/brand is 

needed at large sizes. 

You will not be able to open or view an .ai or 

EPS file without software such as Illustrator or 

Photoshop. Once opened the shape and colour of 

this vector can be changed. 

JPEG 

A JPEG is a flat (300dpi) image that can’t be altered 

like the vector. 

This is the file that you will use most of the time. 

It can be placed into files within programs like 

Word, Power Point or Excel where it can be 

reduced but enlarging will cause loss of pixel 

definition when increased beyond the issued pixel 

size. 

When reducing, care must be taken to not alter the 

proportions. 

PNG 

This is the file to use for websites and other digital 

application. The (low) resolution is set to 72 dpi for 

screen viewing and has a transparent background. 

If the PNG is used in place of the JPEG for example 

on a word document, the low resolution will look 

and print with poor definition. 


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FILE NAMES AND USES 

Listing of the files names and their uses. 

1 FULL LOGO COLOUR (CMYK) 

• Chislehurst Logo AW.pdf 

• Chislehurst Logo AW.jpg 

• Chislehurst Logo AW.eps 

• Chislehurst Logo AW_Master_CMYK.ai 

• Chislehurst Limited Space Logo AW.pdf 

• Chislehurst Limited Space Logo AW.jpg 

2 SCREEN COLOUR (RGB) 

• Chislehurst Logo AW_RGB.ai 

• Chislehurst Logo AW_RGB.eps 

• Chislehurst Logo AW_RGB.png 

3 SPOT COLOUR (PANTONE) 

• Chislehurst Logo AW_PANTONE.ai 

• Chislehurst Logo AW_PANTONE.eps 

• Chislehurst Logo AW_PANTONE.jpg 

• Chislehurst Logo AW_PANTONE.pdf 

4 B&W LOGO (SINGLE COLOUR) 

• Chislehurst Logo B&W AW.png 

• Chislehurst Logo B&W AW.pdf 

• Chislehurst Logo B&W AW.jpg 

• Chislehurst Logo B&W AW.eps 

• Chislehurst Limited Space Logo B&W AW.png 

• Chislehurst Limited Space Logo B&W AW.pdf 

• Chislehurst Limited Space Logo B&W AW.jpg 

• Chislehurst Limited Space Logo B&W AW.eps 

For full colour print purpose only 

Outlined logo in PDF format 

Flattened logo as an image file 

Vector file (editable) 

Master logo with font converted to CMYK 



For web purpose only 

Master Illustrator file 

Vector file 

Logo with transparent background for web 

For print with specials / stationery / banners etc 

Illustrator file 

Vector file 



For print or web purposes 




Master vector file (to convert to single colour) 




Master vector file (to convert to single colour) 


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FILE NAMES AND USES 

Listing of the files names and their uses. 

5 TOWN TEAM 

• Chislehurst Town Team Logo AW.pdf 

• Chislehurst Town Team Logo AW.jpg 

• Chislehurst Town Team Logo AW.eps 

• Chislehurst Limited Space Town Team Logo AW.pdf 

• Chislehurst Limited Space Town Team Logo AW.jpg 

• Chislehurst Limited Space Town Team Logo AW.eps 



Master vector file 



Vector file 

6 BUSINESS TEAM 

• Chislehurst Business Logo AW.eps 

• Chislehurst Business Logo AW.jpg 

• Chislehurst Business Logo AW.pdf 

• Chislehurst Business Logo AW.png 

• Chislehurst Limited Space Business Logo AW.eps 

• Chislehurst Limited Space Business Logo AW.jpg 

• Chislehurst Limited Space Business Logo AW.pdf 

• Chislehurst Limited Space Business Logo AW.png 









7 VISIT CHISLEHURST WEEK LOGO 

• Visit Chislehurst Week_Logo AW.eps 

• Visit Chislehurst Week_Logo Left AW.ai 

• Visit Chislehurst Week_Logo Left AW.eps 

• Visit Chislehurst Week_Logo Right AW.eps 

EPS Vector file 

Master vector file - Illustrator file 




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THANK YOU 


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Visit Chislehurst CBG | Mini identity guidelines

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