Getting it right

- your guide
to using our
Corporate Identity

Improving the quality of life for people in Dorset, now and for the future

An introduction to our corporate identity

An organisations corporate identity is its public face.
Our corporate identity provides a strong and consistent
visual image of Dorset County Council.
All our activities should be clearly identifiable as the work
of Dorset County Council. This is part of our accountability
to people in Dorset, showing them where and how their
money is used.
These guidelines describe our corporate identity and have
been developed to help every member of staff by ensuring
correct and consistent use of the corporate identity across
Dorset County Council. It is our goal to make the use of
our corporate identity as easy and cost-effective as
possible.
Please use our logo, our corporate identity and these
guidelines correctly. Time and money will be saved by
getting it right first time.
Our logo is not an optional extra - it is fundamental.
If you are still unsure what to do after reading these
guidelines, please ask the Communications or Design
Units who are responsible for co-ordinating the application
of the corporate identity.
Please make sure that these guidelines are available
to everyone in your department who is responsible for
producing information material for residents, customers
and staff or ordering stationery.

David Jenkins, Chief Executive

Our logo

Using the corporate logo correctly

All material produced by

Dorset County Council
should carry the Dorset
County Council logo.

Our corporate logo

The corporate logo

The corporate logo is used
on all external and internal
information concerning the
County Council - stationery,
publications, strategic and
policy documents, corporate
advertising, public notices,
building signs, vehicle livery,
highway signs, corporate
publicity, uniforms, etc.
The words, heraldic crest and
lozenge of the logo have
been specially drawn and no
other reproduction should be
used. The proportions of the
elements in the logo must
remain consistent. It must
not be distorted in any way.

Single colour logo

DCC green (Pantone reference 342)

Mono (monochrome) logo

Black

Single colour logo reversed out of

corporate DCC green background
DCC green (Pantone reference 342)

The logo must stand alone

and no other wording must
be added, other than when
used in conjunction with:
- supported by
- in partnership with
Please refer to section on
partnership and sponsorship
on page 7 and 8.

Mono (monochrome) logo

reversed out of black background
Black

Please note:

The Dorset County Council logo must not be used in any colour other than DCC
green (Pantone 342) or black. However, when we are working with a partner
organisation, it may be appropriate for our logo to appear reversed to white out
of a background colour or photograph. Please seek guidance from the
Communications or Design Units for partnership publications of this nature.

Using the corporate logo correctly

How to use our logo

The appropriate size of the
logo must be used on:
stationery
building signage
vehicle livery
all printed material
promotional items
exhibitions
presentation material
videos and Powerpoint
presentations
pages on the DCC website
and intranet

Logo sizes for general use

Use on a one-third A4/DL document

Logo sizes
Sizes are specified for stationery.
If the logo is used too small,
its quality and impact will be lost.
It should be used no smaller than:

30 mm

Use on an A5 document

22mm wide on business cards

30mm wide on a one-third
A4/DL document
35mm wide on an A5 document

The logo must always be

reproduced from master
copy artwork or master disk
to ensure consistency and
quality. The Design Unit can
supply these. Dark green is
our corporate colour
(referred to as DCC green),
and the ink reference for this
colour is:
Pantone green 342*

37mm wide on an A4 document

40mm wide on A3
On larger items such as graphics
or exhibition panels, advice should
be sought from the Communications
or Design Units.

35 mm

Use on an A4 document

This colour must be used

on all headed paper,
compliments slips, business
cards, building signs, vehicle
livery and uniforms.
If you are briefing external
designers and printers, you
will need to quote this colour
reference.

37 mm

Use on an A3 document

40 mm

*Pantone is a registered trademark of Pantone

Inc. We are required by Pantone Inc. to state that
the colours shown throughout these guidelines
are not intended to match the Pantone Colour
Standards.

Other motifs we use

Logos and motifs

The Lion motif

The Lion motif and other logos

The Lion motif can be used as

a decorative device provided
that it is used in addition to
the full corporate logo, not
instead of it. See front cover of
this document for an example.
This motif is also used in
conjunction with the DCC
website address.

Dorset Lion motif

Shown in DCC green (Pantone
reference 342). Can also be used in
black or a percentage tint of black.

The County Crest

The County Crest is the official
heraldic arms of the County
Council. It is used for formal
and ceremonial purposes on
documents and commemorative
items.
Any use of the County Crest
other than for these purposes
must be authorised by the
Chief Executive.
Artwork can be obtained from
the Design Unit.

As a percentage tint of DCC green

Reversed to white out of background

colour

www.dorsetcc.gov.uk

The County Crest

May be used for formal, ceremonial
and commemorative purposes and
on commemorative items.
Colours:
4 colour process, DCC green or black

Accreditation logos

Accreditation logos
Dorset County Council has
achieved Investors in People
(IIP) accreditation throughout
the organisation.The IIP logo
should appear on all our
letterheads and compliments
slips. If your department or
service has an accreditation
such as British Standards
Institute (BSI), International
Standards Organisation (ISO)
certificate or Beacon status
you may choose to add these
to your letterheads and
compliments slips.
The Communications or
Design Units can give advice
to ensure a consistent
approach.
Accreditation logos are not
to be used on business cards
as this looks too cluttered.
You may use no more than
two accreditations, plus IIP,
on any one item.
Some accreditations have a
definite shelf life and are
awarded for a specific time
period - for instance, Beacon
Council status, which is
applied for and awarded on
an annual basis.
Please ensure that all
accreditation logos are
current and relevant for
use by the County Council.

Our main accreditation logos

Investors in People logo

Awarded in recognition and
assessment of having achieved the
National Standard for effective
investment in the development of
employees.
Colours:
black only or reversed to white
Charter Mark logo
An award scheme for excellence
in delivering public service
Colours:
black, gold or reversed to white out
of solid colour
Lexcel logo
The Law Society
Awarded to Legal Services
An award scheme for excellence in
delivering legal services
Colours:
black, Lexcel blue (Pantone 288) or
reversed to white out of solid colour
BSI (British Standards Institute)
Accreditation logo
DCC green
(see page 4 for Pantone reference)
Colours:
DCC green, black or reversed to
white out of solid colour

Beacon Council logo

This is a national Excellence in Local
Government Award which is periodically
given to individual service areas for
demonstrable best practice.
Colours: Black or blue (Pantone 280)

Partnership with
organisations

How and where to use the corporate logo

If you are working in

partnership with other
organisations, such as a
voluntary group, another
authority or the private
sector, it may be appropriate
for their logo to appear on
printed items.
Please check with the Design
or Communications Units who
will advise you on the best
way to include logos.
We accept that partner
organisations will have an
input into the design of
published material, and
recognise that the degree
to which the County Council
can insist on including
information may depend on
how the publication and the
partnership is funded.
However, all joint publications
that have support from the
County Council in whatever
form must carry our logo or
our Supported by or In
partnership with logo in a
prominent position.
Contact details should also be
included.

Partnership and sponsorship

Logos for large partnerships

DORSET

Countryside

Logo specifically designed for

Dorset Countryside where Dorset
County Council works in partnership
with other organisations

Dorset County Council working in partnership

Access . Conservation . Information . Recreation . Tourism

Logo specifically designed for the

Jurassic Coast World Heritage Site,
a project in which many individual
partners are involved

Publication clearly showing three partnership logos on front cover:

East Dorset District Council, Dorset County Council and Dorset Police

How and where to use the corporate logo

On some projects we may

work with more than 20
partners and in this case it
may be appropriate that,
instead of using our logo,
Dorset County Council is
named among a list of
contributors to the project.
Some projects of this type
may even have their own
identity (such as the Dorset
Coast Forum), but the Head
of Communications must be
notified of each of these in
advance and give final
approval to the logo that is
proposed.

Partnership and sponsorship

Supported by
Dorset County Council
Improving the quality of life
for people in Dorset,
now and for the future

Circular plaque denoting specific

buildings or facilities that have
benefited from funding by Dorset
County Council
Available as a metal sign for use on
building exteriors or self-adhesive
vinyl sticker if used on windows,
door glass, etc. All text and logos
reversed to white out of DCC green
background. Please contact the
County Sign Shop at DWO.

Sponsorship and
corporate support

Supported by
Supported by logo
May only be used in DCC green,
black or reversed to white out of
background

In partnership with
In partnership with logo
May only be used in DCC green,
black or reversed to white out of
background

The supported by logo can

be used where the County
Council is providing funding
or other support to an outside
organisation, such as grant
aid to theatres, voluntary
organisations etc. It should be
used on the organisations
publicity material, buildings
and vehicles as recognition of
the County Councils support,
either financial or in kind.
A circular plaque is also
available, as a self-adhesive
vinyl sticker for use on glass or
as a metal sign for use on
building exteriors. This should
be used on specific buildings
or facilities that have
benefited from Dorset County
Council funding.

Advertising

Recruitment advertising
Our recruitment advertising
is the first communication
we have with potential
applicants, and a clear
corporate style is essential.
All recruitment advertising
should carry the corporate
logo.
The font used for headers
and body text should be
Avenir.
A statement to say that
Dorset County Council is an
equal opportunities employer
must always be included.
To help make the best use
of our advertising budget,
wherever possible several
posts should be advertised
together in one block with
text kept to a minimum for
each position.

Recruitment advertising

...REMEMBER...
All recruitment
advertising must be
booked and approved
by a personnel advisor.
If you are unsure of
who to contact, please
phone central
Personnel Services on
01305 224090.
General recruitment advertisement
Advertising a variety of positions within directorates. Produced in black only.

23

Advertising

Specific/special
Recruitment Advertising
In some circumstances it may
be appropriate to place an
advertisement for a specific
or special position in one
colour or in more than one
colour, using a photograph
of a Dorset scene to achieve
stand out. That distinguishes
our advertising from others.
This special approach must
be discussed with your
directorate Personnel Advisor.

Specific/special recruitment advertising

Environmental Services Directorate

Highways and Transportation Division

Area Highways Manager

Based in Blandford Forum
Salary Management Grade E
35,895 - 38,691

Ref: ES0087

We are seeking to recruit a motivated and enthusiastic

Manager to lead an Area team which delivers Highway
Network Management and Maintenance services in the east
of the County.
In addition, as a senior manager in the Highways and
Transportation Division, the postholder will lead on a range of
highway corporate Best Value and policy issues.
Dorset County Council has been prominent in the introduction
of modern management techniques and service delivery
arrangements and the postholder is offered an excellent
opportunity to contribute to the further development of these
processes at both local and national levels.
For an informal discussion, please telephone Peter Croad
on (01305) 224237.
Closing date: 1 November 2001.
For an application form and further details, please
write to the Personnel Section, Environmental Services
Directorate, Dorset County Council, County Hall,
Dorchester DT1 1XJ, or telephone (01305) 224355
(24-hour answerphone) alternatively email
s.l.price@dorset-cc.gov.uk

Recruitment advertisement for a

specific position
Produced in black only.

Job applicant information

Careful attention should be
paid to the information sent
to potential candidates. It is
important that we present the
right image for the Authority
as an employer. A checklist
has been developed for
information that should be
sent with application forms.
Please seek advice from
your directorate personnel
advisor.

Visit our jobs page: www.dorset-cc.gov.uk/jobs

Job-share considered for all full-time posts
Dorset is committed to equal opportunities

Special recruitment advertisement

Produced in two colours, black and
DCC green (pantone 342), using a
photograph of Corfe Castle as a
background

24

Signage

Signage
New signage is now white
logo and text on a DCC
green background. All new
applications for signage
should follow guidance from
The Design Unit and The
County Sign Shop at Dorset
Works Organisation (DWO).

External signs

Social Services

External signs

Every County Council

building should have a
corporate sign at the main
entrance to the site/ property
and also at the main door.
As well as the corporate
logo, external signs can
show:
the building name
opening times (if required)
a directional arrow,
(if required)
telephone number

Weymouth and Portland Local Office

Example shows directional sign

Social Services
Weymouth and Portland
Local Office

External signs should not

show:
- postal address
- name of team or manager

Opening Times

...REMEMBER...
For detailed guidance
on signage contact
The Design Unit
or the County Sign Shop
01305 228184.

9.00am - 5.00pm Monday - Thursday

9.00am - 4.00pm Friday

27

Example shows main entrance sign giving office opening times

Signage

Shared buildings
In the case of a shared
building the name of various
Dorset County Council
occupants can be shown on a
separate sign or signs below
the main corporate sign.
This is called the mini-plank
system. Each occupants name
is shown on a separate plank
avoiding the unnecessary
expense of changing the
entire sign if one occupant
moves out.
The mini-plank system can
omit the use of the logo, but
our corporate colour, DCC
green must be used.

Shared buildings and Council Schools

Social Services
Weymouth and Portland Local Office
Example shows shared building mini-plank sign

School signage
All Dorset County Council
schools should carry a Dorset
County Council logo.
New school signs should also
show:
the type of school, First
School, Primary etc
the diocesan coat of arms
if a church school
County Council schools
should have this sign at the
main gate, and schools
should contact the County
Council Sign Shop for advice.
It is also possible for a school
to include the County logo
on their own school sign
within the grounds if they
wish.

Improving the quality of life for people in Dorset, now and for the future

Example of Dorset County Council main gate school sign

28

Vehicle livery

Vehicle livery
Dorset County Council
vehicles are supplied factory
standard white (except for
Dorset Works Organisation
vehicles which are regulation
highway yellow). The use of
the corporate logo on vehicles
follows a consistent pattern.
In all cases (except DWO
vehicles), a Dorset County
Council vehicle must display:
the corporate logo
the title of the vehicle if it
is necessary to inform the
public of a service
the web address
any accreditation logos
specific to services
eg: the Charter Mark on
Social Services vehicles
the Dorset Lion motif used
with the web address
All vehicles will be customised
by The County Sign Shop at
DWO.

Vehicle livery elements

Dorset County Council logo

Social Services
The service name and any accreditation logo required

www.dorsetcc.gov.uk
Dorset County Council web address

The Dorset Lion motif

...REMEMBER...
All new vehicle designs
must be referred to
The Design Unit and
approved by the Head
of Communications.

www.dorsetcc.gov.uk
Dorset County Council web address and Lion motif combination

29

Useful addresses and contact numbers

Useful websites
Using our main accreditation logos
Investors in People
www.iipuk.co.uk

The Communications Unit

Telephone: 01305 224491 Fax: 01305 224431
e-communications - Telephone: 01305 224831
Marketing and public relations - Telephone: 01305 224491
Consultation - Telephone: 01305 224717
County Hall Colliton Park Dorchester Dorset DT1 1XJ

Beacon Council
www.idea.gov.uk/beacons
Charter Mark
www.chartermark.gov.uk
Lexcel (The Law Society)
www.lexcel.lawsociety.org.uk

The Design Unit

Telephone: 01305 224250/224302
County Hall Colliton Park Dorchester Dorset DT1 1XJ

Making printed material

accessible to everybody
Plain English (Crystal Mark)
www.plainenglish.org.uk

Printing and reprints

Royal National Institute for the Blind

www.rnib.org.uk//seeitright

Dorset County Council Print Services

Telephone: 01305 224005/224015 Fax: 01305 224745
Unit F3 Marabout Industrial Estate Dorchester Dorset DT1 1YA

Local authority support

I&DeA
Comprehensive communications
support to local authorities
www.idea.gov.uk

Vehicle livery and signage

The County Council Sign Shop
Telephone: 01305 228181/228185 Fax: 01305 228186
Dorset Works Organisation Charminster Depot
Wanchard Lane Dorchester Dorset DT2 9RP

Web-based communications
Web Accessibility Initiative
www.w3.org/wai
UK Online
www.ukonline.gov.uk

Badged clothing and uniforms suppliers

Office of the e-Envoy

www.e-envoy.gov.uk

Alexandra plc
Telephone: 01454 416600 Fax: 01454 411100
e-mail: service@alexandra.co.uk website: www.alexandra.co.uk
Alexandra House Thornbury Bristol Avon BS35 2NT

World heritage site

Jurassic Coast
www.jurassiccoast.com

Tower Supplies
Telephone: 01202 718000 Fax: 01202 715335
10 Yarrow Road Tower Park Poole Dorset BH12 4TS

Name badges (see page 26)

31

Recognition Express South Wales

Telephone: 01446 775856 Fax: 01446 773610
Unit 31A Vale Business Park Cowbridge
Vale of Glamorgan CF71 7PF