Why are guidelines a good idea? By creating and reinforcing a consistent ‘look’, ‘feel’ and ‘tone of voice’ everything that is produced online or in print will be instantly identified. In this case it is a visitor destination brand for Lancashire that is being implemented. These guidelines have been designed to help Lancashire and Blackpool Tourist Board (LBTB) and its partners put the messages together by working within a clear set of rules. A consistent approach will strengthen the brand and help it become recognised and trusted by the people we want to reach - our visitors.

1. Lancashire
Destination Brand Guidelines

2. Welcome to the
Contents
Lancashire Brand Book
03 - 04 Defining our Brand Positioning Why are guidelines a good idea? By creating and reinforcing a consistent
05 Our Tone of Voice ‘look’, ‘feel’ and ‘tone of voice’ everything that is produced online or in
06 - 07 Our Brand Structure print will be instantly identified. In this case it is a visitor destination brand for
08 - 13 Our Brand Themes Lancashire that is being implemented. These guidelines have been designed
14 Our Goal to help Lancashire and Blackpool Tourist Board (LBTB) and its partners put
15 Our New Look Logo the messages together by working within a clear set of rules. A consistent
16 - 23 Design Guidelines approach will strengthen the brand and help it become recognised and
trusted by the people we want to reach - our visitors.
02 Lancashire Destination Brand Guidelines

3. Defining our Brand Positioning
Defining the brand position for Lancashire has been a thorough process. Research indicates that an emotional appeal that focuses on the visitor
We spoke to many stakeholders and undertook focus groups with potential experience (rather than a rational presentation of our products) will differentiate
visitors. We asked people what motivates them to take short breaks and what Lancashire from our competitors. Further, evidence shows that consumers
they think about Lancashire. Some things were encouraging; they recognise respond more positively to emotional propositions rather than rational ones.
the warmth and genuine big heartedness of Lancashire and its people.
In the research groups, expressions and images that focused on how Lancashire
Unfortunately, to many we are still an unknown quantity, or they have can make you feel drew many positive responses.
outdated views. They are confused about our boundaries and what
we stand for. The good news is that they are open to visit if we can With this research and looking at how our competitors often present themselves
create the right impression. rationally, we arrived at our brand position:
Lancashire benefits from countryside, cities and coast and these are important Through its compelling contrast of country, coastline and cities, its
reasons to visit and identified as ‘drivers’ for visitors. But many other regions fabulous food, genuine warmth that makes you feel special and an
of the UK can also make the same claim. If we try to persuade people that our abundance of fun things to do together, Lancashire is:
features are somehow better than the rest then we are competing with these
destinations with the same message, we have to shout louder but that’s not The home of the good things in life
easy when we know other regions already have a higher profile.
Our positioning is the foundation for all our communications regarding the
brand, acting as a filter through which everything we produce should pass.
What we have tried to do is find a way to differentiate Lancashire, to find a
positioning that sets us apart from other destinations but still recognises our
Our positioning is one part of our brand. With the associated brand values,
unique products (positioning is the impression we want to create in the minds
overleaf, our brand vision tells you about what you’ll find here and gives you an
of potential visitors).
idea of what we’re about.
So from this positioning we’ve created a ‘consumer-facing’ line:
Lancashire - where life feels good
Lancashire Destination Brand Guidelines 03

4. Visitors aren’t just looking for a break,
they’re looking for an experience
While Lancashire has a superb mix of countryside, coastline and cities,
fabulous food and fun things to do, it’s the feeling the area evokes that stays
What’s so different about our values?
with visitors. Lancashire’s warm, welcoming nature inspires us to indulge
childhood emotions; the giddy excitement of running along a beach or Underpinning the brand positioning ‘the home of the good things in life’ are
rolling down hills, or a walk across unspoilt moorland and the wonder Lancashire’s brand values:
of a panoramic view. These moments are what visitors will remember -
and are a greater incentive to return than any souvenir on a shelf. Big wows and little wows - we celebrate the little things
that make a trip memorable and the big things that make it an
unforgettable experience.
Closeness - physically close and emotionally close; togetherness.
Realness - real food, real fun, no falseness, unpretentious.
Traditional quality - everything done properly.
Genuine warmth - this is the real essence of Northerness.
In other words, a break in Lancashire will give visitors all those
‘feel-good’ emotions that are sometimes missing from everyday life.
And that’s what we aim to deliver, time after time.
04 Lancashire Destination Brand Guidelines

5. Our Tone of Voice
Our tone of voice is a guideline for how the brand should speak to the APPROPRIATE COPY THAT IS ON MESSAGE
visitor through its communications.
Our positioning and five brand values give us a good guide. But specifically
Lancashire – where life feels good
to help us guide the way we do speak we have selected one of those values, It’s rare to discover an area that has the potential to appeal to everyone!
‘genuine warmth’, which should be uppermost in our mind when deciding the A place where you can relax and watch the world go by one day, and then
language to use, or not use. embrace thrills and excitement the next. That’s Lancashire in a nutshell –
So when you’re writing copy about Lancashire do it with genuine warmth and a place of contrasts! Loved for its spectacular landscape and rural idyll’s,
massive enthusiasm. Because we want to motivate people to visit and love it as whilst equally admired for its great variety of coastal experiences.
much as we do!
Children will delight at so much to see and do. Adults watch out –
you may find the glorious Blackpool sea air unleashes the child within.
Entertainment beckons from dawn to dusk and with so many free and
excellent value for money attractions you’ll be faced with a never-ending list
Genuine Warmth of places to visit and sights to see.
Using language to ‘set the scene’ emotionally is at the heart of our position INAPPROPRIATE COPY THAT IS OFF MESSAGE
so we have included an example to help you write copy that is on message
with the brand. Lancashire - great value short breaks
Lancashire is second to none for a short break to remember. This historical
county is a must for visitors seeking a wide variety of things to see and do at
a great price. The scenery is spectacular, interspersed with traditional mills
and market towns to explore.
This kind of language is cold and uninspiring. It doesn’t welcome the visitor
nor does it conjure up our unique spirit - you could even replace Lancashire
with another location without changing the copy one bit.
Lancashire Destination Brand Guidelines 05

6. Our Brand Structure
When we talk about Lancashire in this destination branding context we are Earlier we referred to ‘assets’. These are the many and varied products that
identifying Lancashire as the ‘parent brand’; that is the dominant brand that make Lancashire the place it is. For example, the Ribble Valley Food Trail
needs to have a clear and attractive position in the mind of the consumer. is an asset. It offers a unique foodie experience to visitors and is promoted as
We have already developed six winning themes which form an integral part part of the Taste Lancashire theme.
of the branding strategy to promote the key strengths of Lancashire. These
themes help us explain and present the diversity of our area. By packaging Blackpool
together groups of similar attractions or experiences these ‘assets’ are This brand architecture (the way in which brands are structured in an
appealing and motivating to potential visitors. organisation) recognises that Blackpool, whilst a separate brand, does
however have its own identity and attracts an audience that is not always the
Our branding themes are shown in the table below together with the theme same as Lancashire’s. The brands of Lancashire and Blackpool must support
champions. Theme champions are key attractions or areas within the each other and that is why Blackpool sits within the core brand structure.
destination which embody the particular theme and have the potential to
appeal to large numbers of visitors. These champions are included as priority Blackpool is developing its own brand identity but it is one that aligns with
partners in the relevant themes. Recent research by MORI has concluded that the Lancashire brand. It is an aspirational brand vision that is built on the
people respond much better to themes than individual propositions. attractions of a city feel in a beach environment. Its success will help to
build Lancashire as a destination ‘Where life feels good’ and a successful
Lancashire brand will contribute to the all round attraction of Blackpool to
Lancashire - Where life feels good
its visitors.
Theme Theme Champion
Country Escapes Forest of Bowland and Pendle Hill Blackpool is recognised as a ‘development brand’ by the North West Regional
Family Fun Blackpool Development Agency (NWDA), and is often included in regional campaigns
Coastal Contrasts Lytham St Annes, Fleetwood and Morecambe as an attack brand alongside Manchester, Liverpool, Chester and the Lake
What’s On Blackpool District. Attack Brands, offer the best opportunity to attract visitors from
outside the region, and these take the form of our best known regional
Heritage Revealed Lancaster, Pendle and Pennine Lancashire
destinations. Given Blackpool’s status as the UK’s number one beach resort
Taste Lancashire Not applicable as this is a cross-cutting theme,
also promoting the Taste Lancashire Quality Marque it will of course receive a higher profile in certain publications and is a theme
across the area. champion for two of the themes – Family Fun and What’s On.
06 Lancashire Destination Brand Guidelines

7. Incorporating The Brand
In working with LBTB to promote a district, a place of historic interest or a fun The essence of this approach is to identify and highlight the emotional
visitor experience, our recommendation is that you align your marketing to connection. Imagine you’re a visitor; think what you’d feel, what you’d
the new brand position and the thematic approach. We recognise the value of expect and what you’d remember. This will help you understand the
partnership and therefore, by using these guidelines, we hope you are assisted emotional positioning and what makes it more compelling than a purely
in ensuring that everything we all produce about Lancashire is ‘on brand’ and rational or product based description.
promoted in a consistent way. United in our destination’s offering we can use
this brand positioning to everyone’s advantage. Overall our aim is to make All we ask is that you take the time to read these guidelines and should
marketing more effective and adopt a more co-ordinated approach. you need any assistance or would like permission to use the logo or any
images please email brand@visitlancashire.com. If you are using the logo
on any marketing material, you will be required to send an artwork proof to
LBTB for sign off prior to print or on-line submission. A sample copy of the
completed product is required for LBTB’s approved artwork files. Most of
all, we are here to offer practical guidance to partners in developing the new
positioning and branding. Please don’t hesitate to ask!
Lancashire Destination Brand Guidelines 07

8. Our Brand Themes
The descriptive lines for each theme that follow serve as examples
of the emotional appeal we wish to portray in our marketing material.
These can be amended as required and new descriptors developed
to suit your own particular circumstances. For example, changing
the name of the destination or substituting words can create a subtle
change to suit your needs.
Country Escapes
• Lose yourself in the unspoilt beauty of the Forest of Bowland.
• We’ve got the perfect place to get over that mountain
of paperwork.
• Wander the lanes of Lancashire, where a rucksack is the only
weight on your shoulders.
08 Lancashire Destination Brand Guidelines

9. Family Fun
• Where fun loving families enjoy time together.
• Let Lancashire bring out the kid in you.
• Wide open spaces to stretch little legs.
• Enjoy time with old friends and experience meeting new ones.
Lancashire Destination Brand Guidelines 09

10. Our Brand Themes
Coastal Contrasts
• Breathe in the fresh sea air and invigorate your senses.
• Stroll along Lancashire’s promenades and sandy beaches and
let your worries leave with the tide.
• Discover pretty harbours and sweeping bays as you journey
along Lancashire’s coastline.
10 Lancashire Destination Brand Guidelines

11. What’s On
• Hop, skip and jump into Lancashire’s action packed playground.
• Relax, sit back and enjoy the entertainment, experience
and memories.
• Be entranced by the Illuminations, they light up more than
just the sky.
Lancashire Destination Brand Guidelines 11

12. Our Brand Themes
Heritage Revealed
• Feel the pulse as it beats at the heart of the Industrial Revolution.
• Listen to the landscape as it whispers the secrets of the
Pendle Witches.
• Walk in the footsteps of royalty and revolutionaries as you unlock
the legends of Lancashire.
12 Lancashire Destination Brand Guidelines

13. Taste Lancashire
• Sample the unique taste of Lancashire on your culinary journey.
• Lancashire’s warm welcome will make you feel like you are
dining amongst friends.
• Savour the flavours and aromas of Lancashire’s own hotpot.
Lancashire Destination Brand Guidelines 13

14. Our Goal
This is just the start of our journey. As we all work together to deliver
a consistent image and message across everything that we do we are
creating greater impact and awareness.
Think of some of the world’s most famous logos. You don’t even
have to see a message to know whose brand it is and where it’s from.
We too want to create a recognisable brand that evokes a response.
The response we want is a warm, feel-good emotion. One that makes
people smile when they think of Lancashire and what it has to offer.
By capturing hearts and minds we’ll be able to compete with other
destinations and attract more people to Lancashire.
14 Lancashire Destination Brand Guidelines

15. Our New Look Logo
Our logo is the signature of our brand. The hand-script is a personal, A grayscale logo is available when printing in black and white.
warm touch. It give us an identity that’s easily recognised and sends Please note: The rose should always be 50% black when reversed out.
a message that’s welcoming and inviting. We’ve taken the familiar
Red Rose, an iconic part of our heritage and given it a twist to
symbolise a contemporary Lancashire.
Exclusion Zone
We’ve defined an exclusion zone that stops other graphic elements
getting too close to the Lancashire logo. This value (X) is taken from
the height of the ‘V’ in the logo
Minimum Usage
To remain legible the Lancashire logo
X
should never appear too small.
25mm is the minimum size.
X
25mm
X
Lancashire Destination Brand Guidelines 15

16. Colours Logo on brand colours
We’ve developed an exciting palette of colours that have been specially Example of logos in colour (recommended background colours)
chosen to reflect the varied experiences that can be enjoyed in Lancashire.
Unlike other palettes that can be restricting, you can choose any colour that
you think best reflects the mood or content of the message to be conveyed,
or complements the selected theme or image.
Pantone 130
Pantone 144
Pantone 240
Pantone 185
Pantone 229
Pantone 520
Pantone 285
Example of logos reversed out (recommended background colours)
C0 M11 Y73 K0 C0 M58 Y100 K0 C21 M89 Y0 K0 C0 M94 Y78 K0 C26 M100 Y17 K63 C68 M90 Y4 K16 C90 M48 Y0 K0
The reversed out logo can be placed over the Lancashire
R240 G171 B0 R233 G131 B0 R191 G34 B150 R224 G0 B52 R102 G32 B70 R105 G58 B119 R0 G115 B207
brand colours. Please note: the rose device and ‘Where life
feels good’ strapline should always remain in red.
50% 50% 50% 50% 50% 50% 50%
Pantone 382
Pantone 356
Pantone 385
Warm Gray 3
Pantone
Pantone 4625
Black
Pantone 280
C100 M85 Y5 K22 C34 M0 Y100 K0 C93 M4 Y100 K26 C24 M13 Y93 K60 C9 M12 Y12 K20 C30 M72 Y74 K85 C0 M0 Y0 K100
R0 G39 B118 R190 G214 B0 R0 G121 B52 R114 G110 B32 R199 G194 B186 R81 G43 B27 R30 G30 B30
50% 50% 50% 50% 50% 50% 50%
With a logo incorporating a red rose, it will be difficult to use
on a red background. If this is absolutely necessary, please
contact LBTB to seek advice on a workable solution.
16 Lancashire Destination Brand Guidelines

17. Logo don’ts Fonts
DO NOT STRETCH OR SQUEEZE The Helvetica family is the preferred
Lancashire font on all communications.
Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Helvetica Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
DO NOT CHANGE THE COLOURS
Helvetica Roman
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
DO NOT REMOVE THE STRAPLINE
Helvetica Light
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Lancashire Destination Brand Guidelines 17

18. Visit Lancashire Website
The visitlancashire.com website logo e.g. visitlancashire.com/countryescapes.
(below) has been developed as part of Always check with LBTB that the prefix is
the visitlancashire brand. This should valid to use. The official website of the Lancashire and Blackpool Tourist Board
feature online where you have a link to
visitlancashire.com and also in print The website logo artwork is available on
when referring to the website. request from brand@visitlancashire.com
Within publications it should be used Minimum Usage
at the bottom right of pages wherever To remain legible the visitlancashire.com
possible, defaulting to the centre where logo should never appear too small.
not possible. 35mm is the minimum size.
Welcome
Walking in The Forest of Bowland
on a beautiful autumn day.
Where it is not appropriate to use this
Where it is not appropriate to use this
to Lancashire
logo, the website should be referred to
logo, the web address should be set in Dolut alit num ad dolore dunt lutatuer am, quisit vulla facilisim ip exer
as visitlancashire.com, where the word illaore tionulput wissenit lumsan voluptat velisis aut digna feuis adio exero
type as shown below. ea feugait nonullu ptatinim ilit.
lancashire is always bold.
Dolut alit num ad dolore dunt lutatuer am, Velisis aut digna feuis adio exero ea feugait
visitlancashire.com quisit vulla facilisim ip exer illaore tionulput
wissenit lumsan voluptat velisis aut digna
nonullu ptatinim ilit, vel ipsum et lummy
nullam, consequat autat, quat, commy nisl
Please do not prefix the logo or the
feuis adio exero ea feugait nonullu ptatinim ipisl ullaorer sit adit aut lut volore delisim
ilit, vel ipsum et lummy nullam, consequat vent wisim dolor iliquis nulputpat.
visitlancashire.com/countryescapes autat, quat, commy nisl ipisl ullaorer sit
adit aut lut volore delisim vent wisim dolor Endiat volorem iustrud tatum dion velit
written reference with www. iliquis nulputpat. ullam dolobore dolutat dolenis aute feu
faci eui blamcor si bla consectem non
visitlancashire.com
Endiat, volorem iustrud tatum dion velit veriustrud er si elisisl il inci tis nonulla alit
ullam dolobore dolutat dolenis aute feu ad molutem irit ad.
faci eui blamcor si bla consectem non
veriustrud er si elisisl il inci tis nonulla Dolore modigna feuisl utate vel ute minim
alit ad molutem irit ad dolore modigna zzriuscidui euguero odionsendit lut am incip
feuisl utate vel ute minim zzriuscidui el dui bla faccums andion ulputate consed
euguero odionsendit lut am incip el dui eliquat. n ulputate consed eliquat.
bla faccums.
The web address should be set in the
35mm corporate typeface, never smaller than
7pt and lancashire should always appear
Prefixes should not be added to the logo in bold. 1 visitlancashire.com
version above. If a prefix is required it
should be used in the written form only
18 Lancashire Destination Brand Guidelines

19. Hidden views at Hoghton Tower
Photography
Selecting the right images to use in your your subject colours will be more clearly
marketing products will ensure that you defined and the addition of shadows helps
make a good impression and attract to add a little depth to the image.
visitors to your area.
Also think about the time of day, the light
Choose pictures that contribute to your on a building varies throughout the day,
marketing message. You want to use so choose the time which gives the most
pictures that describe the products better interesting or dramatic effects.
than words can, that include emotion,
feelings and experience, we want people Depth
to want to visit the area and experience Adding a little depth will stop your pictures
the enjoyment that they see represented from looking flat. This can be achieved by
in the images. using focal points to compare features of
your photo. If you are taking a picture of
People a panoramic view then try and include a
Use the familiar shapes of people person nearby to create a sense of scale.
to complement or contrast with the This can help to make your picture more
architecture or location. Including people striking and leap out more. If there are no
in a view helps to humanise and give people about then look for something else
context to the location by showing who like a tree or fence.
uses the space. Time their position in
the frame so that they complement the Dont Forget!
composition without obstructing Add captions to your pictures*. Statistics
important architectural features. have found that the most read part of any
brochure is the pictures and the captions
Lighting that go with them. Try to use interesting
When taking pictures outdoors try to captions that capture the essence of
position the sun behind you and a little to the image.
the left or right. With the light pouring onto *see example opposite
Lancashire Destination Brand Guidelines 19

20. Design Examples
Family Fun
The following pages show examples of the Lancashire brand in use.
Brochure front cover Double page advert Full page advert
A single brand colour can be applied to a front cover. Try and
pick a brand colour which works well with the photography.
20 Lancashire Destination Brand Guidelines

21. We’ve got the perfect place to get over
that mountain of paperwork
Forest of Bowland
Country Escapes poster
Let nature’s beauty
blow away your worries
Burnley’s ‘Singing Ringing Tree’
Country Escapes advert Family Fun exhibition panel
Lancashire Destination Brand Guidelines 21

22. Design Examples
Country Escapes
Example of how the branding can be applied to a thematic
Direct Mail
campaign across direct mail, advertorial and advertisements.
taste... If you’re seeking tradition, a stay in a coaching inn or converted farm is the perfect choice.
If luxury is a must, one of our five star self catering cottages or award winning hotels will
be just the ticket. For a more intimate feel, guests staying at Lancashire’s B&Bs and
boutique hotels can be assured of a warm welcome and a cosy stay.
Feel, Experience, Embrace Visitors keen to ‘get up close and personal’ with the region’s
natural habitat and wildlife will be thrilled to discover
chill out and re-charge in the magnificent lancashire countryside
accommodation that offers wildlife walks and opportunities to
learn.
Finally, we want you to make the most of the great outdoors during
your stay so why not pack your boots and outdoor clothing -
making sure you look out for the ‘Walkers & Cyclists Charter Mark’
Awaken your taste buds with a visit to Lancashire. when choosing your accommodation!
Sample renowned local specialities from Morecambe Bay shrimps
Relax, unwind and re-charge in comfort and style.
to Goosnargh chicken to creamy Lancashire Cheese then wash it
all down with scrumptious local ales like Pendle Witches Brew and
Lancaster Bomber. What could be better?
Food and drink enthusiasts will delight at the year round festivals, events and farmers
markets including the Pennine Lancashire Festival of Food and Culture in September.
The Ribble Valley Food Trail showcases the finest producers and places to eat in the
Ribble Valley, from fine dining to teashops - all utilising the best of locally sourced
produce.
Is your mouth watering yet?
For a list of local restaurants and eateries see visitlancashire.com To find accommodation and book online see visitlancashire.com
Double Page Spread Half Page Advert
22 Lancashire Destination Brand Guidelines

23. A Brand for our Region
We pride ourselves on being part of and investing in
England’s Northwest. Anyone who is promoting Lancashire
or in receipt of funding from the Northwest Regional
Development Agency should use the England’s Northwest
Regional Tourism marque, as shown opposite. In fact, we
believe the brand should be embraced by our stakeholders
as it immediately displays the support that the Northwest
Regional Development Agency has given to this marketing
initiative. Full guidelines and copies available on request from
the NWDA:
venw@nwda.com
The Northwest Regional Development Agency
PO Box 37
Renaissance House
Centre Park
Warrington
WA1 1XB
Tel: +44 (0) 1925 400 100
Fax: +44 (0) 1925 400 400
Lancashire Destination Brand Guidelines 23

24. How to obtain the
Lancashire Logo
Different versions of the logo are available as explained in the
guidelines (see page 15) and these can be obtained from LBTB
by emailing brand@visitlancashire.com
These guidelines are also available to view on LBTB’s corporate
website lancashireandblackpool.com
Please don’t hesitate to ask if you have any queries
E: brand@visitlancashire.com
T: 01257 226 615
F: 01257 469 016
Lancashire and Blackpool Tourist Board
St George’s House | St George’s Street
Chorley PR7 2AA