Brand guidelines

Contents

These guidelines have been created to help Logos 3

you produce consistent, faithful and effective
Master logo 4
communications to support Bee in the City 2018.
Partner logos 7
Please allow up to 48 hours for approval
Brand colours 8
of artwork by Wild in Art and its key partners.
How not to use the logo 9
To seek artwork approval, and should you
have any queries regarding the application
Typography 10
of these guidelines, please contact
hello@beeinthecitymcr.co.uk / 01663 308088 Primary typefaces 11
Alternative typefaces 14

Illustration assets 17
Bee icon 18
Cityscape illustration 19
Example applications of illustration 20

Copy and tone of voice 21

Tone of voice 22
Use of copy 23
Bee social 24

Assets included in this pack 25

Logos
Master logo

The master logo for Bee in the City 2018 has been designed
to capture the fun and quirky inventiveness of the event.

For more than 150 years the bee emblem has symbolised
the creative, industrious and energetic spirit of Manchester
and its people. In summer 2018, the bee will also inspire
one of the most spectacular and ambitious art projects the
city has ever seen - Bee in the City.

Building on the city’s international reputation for creativity,

Wild in Art is working with Manchester City Council
and partners to create a stunning public art trail of over
80 individually designed, super-sized, 3-D Bee sculptures
(and smaller 3-D Bees created by school children and
young people) for both residents and tourists to enjoy.
Master logo - brown

The Bee in the City logo is primarily featured brown (see

page 8 Brand colours for colour references) and should
be the default choice of logo on all communications
for Bee in the City 2018. Alternatively, the logo can
be used in white (see next page). The logo can only
be used in black when colour printing is not possible.

The Bee in the City logo should always sit alone

as the event brand. It should never sit alongside
company logos or funding logos

25mm 120px
Master logo – white

When the Bee in the City logo is used on a darker

background, the logo should be used in white to ensure
it is legible and stands out against the backdrop.

25mm 120px
Partner logos

Where The Bee in the City logo is used, the Wild in Art,
Manchester City Council, Lord Mayor of Manchester’s
Created in Manchester by: In support of:
We Love MCR Charity logo lock-up should always appear
in a prominent position with the wording ‘Created
in Manchester by:’ and ‘In support of:’ directly above
the logos, as shown.

The following wording should always be used directly

The Lord Mayor of Manchester's Charity Appeal Trust, registered charity number 1066972
below the logos or to the right of the We Love MCR logo:
’The Lord Mayor of Manchester’s Charity Appeal Trust,
registered charity number 1066972’.

The only exceptions would be where this wording becomes

illegible when used for small-format digital applications.
Created in Manchester by: In support of:
This will be agreed with Wild in Art on a case by case basis.
The Lord Mayor
The positioning of these logos will be agreed on a case of Manchester's
Charity Appeal Trust,
by case basis. registered charity
number 1066972

This partner logo lock-up should always be used

on a white background.
Brand colours

The Bee in the City brand uses the following colours as part
of the primary and secondary palettes. The primary palette
of colours is preferred for partner artwork.

Primary colour palette

This palette is made up
of yellow, gold and brown
tones which reference the C0 M18 Y83 K0 C0 M30 Y100 K45 C50 M70 Y80 K70
worker bee colours. Tints – – –
of these colours may also R253 G207 B71 R156 G115 B2 R60 G36 B21
be used

Secondary colour palette

Brighter accent colours
which can be used to
compliment the primary C80 M10 Y45 K0 C0 M77 Y52 K0 C0 M61 Y99 K0
palette for various uses – – –
R0 G167 B157 R241 G98 B102 R245 G128 B33
e.g. sponsorship, learning,
artist programme etc.
Tints of these colours
may also be used.
How not to use the
Bee in the City logo
Please observe the following rules when applying
the logo to your communications.

Do not stretch the logo. Do not use the logo under Do not use the logo in any colour Do not change the proportions
the minimum size. other than brown, black or white. of the logo.

Do not change the alignment Do not apply the logo Do not apply the logo to a different Do not mix greyscale and full
or position of the text. to photography. colour background (use white colour logos.
or a brand colour from page 8).
Typography
Typography:
primary typefaces

Buen
Aire
We use Buenos Aires for document titles, headlines
and short pull-out copy in print. If Buenos Aires is not
available, Work Sans can be used as a widely available
free alternative (see page 14).

We use Roboto for subheadings and body copy

on digital applications as well as printed material.
This is an open source typeface and is free to download.
Aa
Buenos Aires
ABCDEFGHIJKLMN Wild in Art and Manchester City Council are bringing
all of Manchester’s communities together to create

OPQRSTUVWXYZ Bee in the City – a stunning public art trail of over 80

individually designed giant Bee sculptures. Crafted
by regional professional and emerging artists, it will

abcdefghijklmn weave its way across the city during the summer
of 2018. An inspirational learning project will give

opqrstuvwxyz children and young people the chance to take part.

Wild in Art and Manchester City Council are bringing We are seeking sponsors to join our hive of creativity.

1234567890
all of Manchester’s communities together to create Make your business messages fly, drive customers
Bee in the City – a stunning public art trail of over 80 to your door, create partnerships across the city
individually designed giant Bee sculptures. Crafted and be part of this exceptional event. We offer
by regional professional and emerging artists, it will a range of sponsorship packages tailored to your
weave its way across the city during the summer business needs and budget so that you can benefit
of 2018. An inspirational learning project will give from being connected to Bee in the City.
children and young people the chance to take part.

Light Regular Bold

Aa
Roboto
ABCDEFGHIJKLMN Wild in Art and Manchester City Council are bringing
all of Manchester’s communities together to create

OPQRSTUVWXYZ Bee in the City – a stunning public art trail of over 80

individually designed giant Bee sculptures. Crafted
by regional professional and emerging artists, it will

abcdefghijklmn weave its way across the city during the summer
of 2018. An inspirational learning project will give

opqrstuvwxyz children and young people the chance to take part.

Wild in Art and Manchester City Council are bringing We are seeking sponsors to join our hive of creativity.

1234567890
all of Manchester’s communities together to create Make your business messages fly, drive customers
Bee in the City – a stunning public art trail of over 80 to your door, create partnerships across the city
individually designed giant Bee sculptures. Crafted and be part of this exceptional event. We offer
by regional professional and emerging artists, it will a range of sponsorship packages tailored to your
weave its way across the city during the summer business needs and budget so that you can benefit
of 2018. An inspirational learning project will give from being connected to Bee in the City.
children and young people the chance to take part.

Regular Bold Italic Bold Italic

Typography:
alternative typefaces

Wor
San
The typeface Work Sans has been chosen as an open
source alternative to our main font Buenos Aires. We use
it for document titles, headlines and short pull-out copy
on digital applications. It can also be used on printed
materials where Buenos Aires cannot be used.

Our secondary typeface Roboto is an open source font

and is available to download and use online for free.
We use it for subheadings and body copy on digital
applications as well as printed material.
Aa
Work Sans
ABCDEFGHIJKLMN Wild in Art and Manchester City Council are bringing
all of Manchester’s communities together to create

OPQRSTUVWXYZ Bee in the City – a stunning public art trail of over 80

individually designed giant Bee sculptures. Crafted
by regional professional and emerging artists, it will

abcdefghijklmn weave its way across the city during the summer
of 2018. An inspirational learning project will give

opqrstuvwxyz children and young people the chance to take part.

Wild in Art and Manchester City Council are We are seeking sponsors to join our hive

1234567890
bringing all of Manchester’s communities together of creativity. Make your business messages fly,
to create Bee in the City – a stunning public drive customers to your door, create partnerships
art trail of over 80 individually designed giant Bee across the city and be part of this exceptional
sculptures. Crafted by regional professional and event. We offer a range of sponsorship packages
emerging artists, it will weave its way across the tailored to your business needs and budget
city during the summer of 2018. An inspirational so that you can benefit from being connected
learning project will give children and young to Bee in the City.
people the chance to take part.

Regular Medium SemiBold

Aa
Roboto
ABCDEFGHIJKLMN Wild in Art and Manchester City Council are bringing
all of Manchester’s communities together to create

OPQRSTUVWXYZ Bee in the City – a stunning public art trail of over 80

individually designed giant Bee sculptures. Crafted
by regional professional and emerging artists, it will

abcdefghijklmn weave its way across the city during the summer
of 2018. An inspirational learning project will give

opqrstuvwxyz children and young people the chance to take part.

Wild in Art and Manchester City Council are bringing We are seeking sponsors to join our hive of creativity.

1234567890
all of Manchester’s communities together to create Make your business messages fly, drive customers
Bee in the City – a stunning public art trail of over 80 to your door, create partnerships across the city
individually designed giant Bee sculptures. Crafted and be part of this exceptional event. We offer
by regional professional and emerging artists, it will a range of sponsorship packages tailored to your
weave its way across the city during the summer business needs and budget so that you can benefit
of 2018. An inspirational learning project will give from being connected to Bee in the City.
children and young people the chance to take part.

Regular Bold Italic Bold Italic

Illustration assets
Illustration:
flying bee icon
This can be used as a graphical device to draw attention
to another element of the design, such as a quote,
statistic or part of an image. It can also be used
as part of the cityscape illustration (see next page).

Use your judgement in terms of the appropriate

size and crop.

Wild in Art is proud to be back in Manchester,

working with Manchester City Council to bring
one of the most ambitious mass participation,
public art trails the city has ever seen.

“We are really excited to join Wild in Art in presenting

this exceptional project for Manchester and all its
communities to enjoy. The Council is committed to
making Bee in the City a memorable success and we
are especially delighted that the Learning Programme
will give children and young people such a positive
opportunity to explore their city and its fascinating
stories through artistic endeavour.”
Councillor Luthfur Rahman, Executive Member for
Schools, Culture and Leisure, Manchester City Council

Featuring Wild in Art’s newest sculpture, the worker

Illustration:
cityscape
These are designed to be used in white spaces
around text to create a sense of the Bee in the City
trail, taking in the sights of Manchester. They should
be used sparingly for impact and only in the colours
provided and in the configurations/proportions shown.

Bee creative Bee inspired Bee in the City

Example
applications

Your
content
here
Your
content
here
Copy and tone of voice
Tone of voice

Audiences for Bee in the City range from young school Inspiring
children taking part in the event, to business people
Inventive
looking for sponsorship opportunities, and tourists
planning to visit Manchester to follow the trail. Creative
Copy should be pitched accordingly.
Inclusive
Regardless of the readership, our messaging should Informative
always have a clear objective in mind.
Fun
As a check, everything you write should reflect Celebratory
the values of Bee in the City.
Use of copy

We have supplied generic Bee in the City copy for use

across your marketing and communications activity, along
with guidance regarding photography and how to access
Bee in the City images. See ‘Assets included in this pack’.

Use of cases for Bee / bee Bee creative...

Whenever you refer to generic worker bees e.g. When the following marketing line is used it should
‘Manchester’s emblematic bees’ not include any punctuation but instead have line
the word ‘bees’ features a lower case ‘b’. breaks between each of the phrases e.g.
Bee creative
Bee inspired
Bee in the City
Whenever you refer to the specific Bee in the City Bees e.g.
‘the Bee sculptures on display’
‘sponsorship of a Bee’
the word ‘Bee’ features an upper case ‘B’. Alternatively, tabbed spaces between each phrase
can be used to separate the phrases e.g.
Bee creative Bee inspired Bee in the City

The phrase should not include punctuation such

as commas or semicolons to separate the phrases.
Bee social

We would love you to promote your involvement in Bee Here are the key Bee in the City handles and hashtags.
in the City, but we would also like to retain an element These should be used in lowercase as shown:
of surprise when the sculptures are revealed and the trail
goes live. In order to do this, we ask that you: beeinthecitymcr.co.uk
L @beeinthecitymcr
Only release/post elements of your Bee taking shape F https://www.facebook.com/beeinthecitymcr/
or sections of your Bee as ‘work in progress’. I @beeinthecitymcr
#beeinthecity

L I @wildinart
Don’t reveal the full, finished sculpture until the event
L @ManCityCouncil
has been launched and the Bees are displayed across
L @mcr_charity
Manchester in the summer.
Bee in the City will leave a lasting legacy for various local
charitable causes via The Lord Mayor of Manchester’s
We Love MCR Charity (The Lord Mayor of Manchester’s
Charity Appeal Trust, registered charity number 1066972).

welovemcrcharity.org
Assets included
in this pack
Assets included in this pack

Master Bee in the City logo pack

Partner logo lock-up
Cityscape illustrations
Fonts
Sponsor/Partner email footers
Empty belly posters A4 and A3 (PDF)
Empty belly pull-up banner (PDF)
Web banners (various formats)
Generic copy and photography guidance
Image consent form
Event timeline
Press release template available upon request