LOOK BOOK

M AYO R O F L O N D O N B R A N D G U I D E L I N E S
CONTENTS
O U R B R AN D S. . .........................................4
C O R E P R INCI PLE . . .................................5
B R A N D P R INCI PLE S ����������������������������6
B R A N D TO OLS........................................7
O U R LO G O S .. ............................................8
Clear space.................................................9
Logo size.. ................................................. 11
Minimum clear space. . ........................... 12
Logo options.. .......................................... 13
Colour options.. ....................................... 14
With partners. . ......................................... 15
Supported by........................................... 16
With sponsors......................................... 17
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C OLOU R PA L E T TE............................. 19
FONT S. . .................................................... 20
In print....................................................... 20
Online........................................................ 21
Styling text............................................... 22
TONE OF VOICE ................................. 23
ILLU STR ATION.................................... 24
ICONOGR A PHY. . .................................. 25
WE B SITE. . ............................................... 26
PRINTE D MATE RIA L ������������������������� 27
CONTENTS
P H OTO GR A PH Y . . ................................. 29
Vetting....................................................... 30
Principles in practice............................. 31
Best images of the Mayor �������������������� 33
Case studies............................................ 39
Events. . ...................................................... 40
Location.................................................... 41
Website..................................................... 42
Photography guidance ������������������������� 43
Social Media.. ........................................... 45
Shotlist...................................................... 54
Consent forms . . ....................................... 57
Summary. . ................................................. 58
City Hall image library �������������������������� 59
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V IDEO......................................... 60
TE MPL ATE S .. ......................................... 61
Social media............................................ 62
Shorthand. . ............................................... 68
Video start/end frames ������������������������ 69
Presentations.......................................... 73
Leaflets..................................................... 76
Certificates.............................................. 78
Pull up banners.. ...................................... 79
Exhibition boards. . .................................. 80
Reports.. .................................................... 81
Event branding........................................ 86
O UR B R A N D S

We have two public facing When we’re communicating

brands – Mayor of London the work of City Hall we use
and London Assembly. the Mayor of London logo.

The Mayor runs London, and Any material by the London

the London Assembly work Assembly carries their logo.
to hold the Mayor to account.

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O UR C O R E P R INCI PLE

A C I T Y FO R A L L LO N DO N E RS

The people of London are at the heart

of what we do.

We want to appeal to everyone no

matter their age, gender, sexual
orientation, ethnicity, religion,
disability or family make up.

Our work focuses on what matters to

every community here.

By doing so, our communications to

Londoners are honest and relevant.

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O UR B R A N D P RI NCI PLE S

P E R SO NA B L E & T RU ST WORTHY & RE L E VA N T & PO SIT IVE &

R E L ATAB L E H ON E ST A P P ROP RIAT E O PT IM IST IC

We show a true London We are dependable, We talk about things that We strive to create a
that Londoners know and genuine and honest. We are matter to the lives of the positive and united London.
connect with. straightforward and direct, people who live here. Our
so that Londoners can trust work supports a narrative London is exciting and
Our work is accessible to us and believe in what we and we use case studies of enticing. We encourage
all. We reflect the city’s say and do. real Londoners. active participation to help
diversity and openness. make London a better place
We speak to Londoners in which to live and work.
about things that matter
to them.

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O UR B R A N D TOOLS

We want our communications to be LOGO To find out more about our tone
striking, engaging and consistent. + of voice and copy style, see our
We want Londoners to know our work TONE OF VOICE A ND COPY editorial guidelines.
when they see it and be inspired to +
get involved. We use a set of practical T YPOGR A PHY
tools to ensure we do this. +
C OLOU R PA L E T TE
+
PHOTOGR A PHY A ND
IL LU STR ATION
=
CONSISTE NCY A ND
BR A ND REC OGNITION

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O UR LO GO S

Only use logos supplied by

the Creative team.

All logo requests must be made by City

Hall staff. Please complete the logo
request email form.

They must not be changed.

All logo use must be approved by the

Creative team. Please send draft files
before publishing in good time to
ensure any necessary changes can
be made.

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O UR LO GO S

C LE AR SPAC E

Logo clear space

We position our logo in a band is calculated by:

of clear space at the top of our

communications*. There is an optional Page height

key line to distinguish it from the main Supporting 8

content area. Our Schools

F E B R UA RY 2 017

We always make sure the logo is clear

and legible within this space.

* There may be certain campaigns

or projects where top-level Mayor
of London branding does not apply.
Mayoral Directors make these
Children plant a 26 tree orchard in Alexandra Palace Park
The Orchard Project works with local The aim is to help us all rediscover the

decisions.
people to plant, manage, restore and pleasure of eating home grown fruit.
harvest orchards in community areas.

Report Exhibition board

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O UR LO GO S

C LE AR SPAC E

Logo clear space

On landscape and square formats a is calculated by:

different calculation is used.

Page height
T H E M AYO R ’ S E D U C AT I O N C O N F E R E N C E
6
We also have templates for some #LDNeduconf

digital formats like PowerPoint

presentations and MS Word reports.

Get in touch to see what we have.

Twitter card Event holding slide

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O UR LO GO S

LOGO SI Z E

We have fixed logo widths for standard

size formats.

When using the London Assembly logo

210mm on double royal posters (1016 x 635mm)
with the Mayor of London logo they
should be the same height.
70mm on A4
Check the logo is a minimum of
30mm wide in print, 150 pixels
wide on screen. 55mm on A5

45mm on DL

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O UR LO GO S

M I NI MU M C L E A R S PAC E

We always ensure the logo is clear and

legible. That means having a minimum
clear space around the logo - double
the height of the ‘M’.

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O UR LO GO S

LOGO O PT I O N S

Are you using the right logo?

Please get in touch if you’re not

we use this logo if the project
sure which logo you should use.
is owned and managed by us.
Communications should use
Mayor of London branding
and look and feel
we use this logo if we’re
supporting or funding a
project but are not the main
funder
use this logo if we have
commissioned a special piece
of work like Lumiere. This logo
should be authorised by the
Mayor’s office.

if we’re working together we use this logo if we’re

with an equal or majority giving support in kind
funding partner(s) we use like donating event space
this logo but without our
brand look and feel *

we use this logo if the

Mayor’s speaking at an event

 * If you’re working with an external partner, let us know early so we can advise the best approach.

We do not use the GLA logo to promote the Mayor’s work.

We use it on internal materials like contracts, forms, name badges and building signs

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O UR LO GO S

C OLOU R O P T I O N S

Our logo should be clear and

accessible. That means having
a strong contrast between logo
and background.

We use the primary grey version

of our logo on a white or light
background.
P R I M A RY G R E Y ON W H I T E W H I T E ON P R I M ARY G RE Y

We use a white version of our logo

on dark backgrounds.

P R I M A RY G R E Y ON L I G H T BAC KG ROU N D W H I T E ON DA R K BACKG RO U ND

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O UR LO GO S

WI TH PART N E R S

When we work with partners, our

logo must appear in proportion PA RT N E R LO G O PA RT N E R LO GO
with other logos. We must also
ensure there is plenty of clear
space around it.
Get ready
Artwork does not have to appear for Prudential
in the Mayor of London brand, RideLondon
29 to 30 July
for example, Liberty Festival and pre sen ted at
Wo rld Par a Ath
letic s Cha mp ions
hip s

Ride London. Queen Elizabeth Olympic Park

Saturday 15 July • 1.30pm – 6.30pm • Free

Enjoy street theatre, circus, live music,

art, dance, DJs and food stalls.
Come and have a go at wheelchair basketball,
sitting volleyball, boccia and more!

#Liberty The world’s greatest festival of cycling

LD
#LondonIs N Roads and bridges will be affected across Surrey and London.
Open
Plan ahead and know your travel options. Search TfL RideLondon travel
Wide range of access facilities
MAR0559.05.16

Find out more at QueenElizabethOlympicPark.co.uk

Poster Press advert

19755 Prudential Bike Ride BAU DR.indd 1 12/05/2017 10:31

Client Approved Image Usage Checked Signature ..................................................

01
TfL Double Royal
Sam Weight –
12 05 17 1016 x 635 mm 100%
ARTWORK 19755 Prudential Bike Ride BAU DR

Art Director .................................................................. Copy Writer ................................................................. Creative Director ......................................................

Producer ...................................................................... Account Director .......................................................

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O UR LO GO S

S U P PO RT E D BY

When we support a project or

programme, the ‘supported by’ logo
should be used with the usual clear ParaAthleticsChampionships.com

space rules.

Artwork doesn’t need to use the

Mayor of London brand look and feel.

Any use of the logo must be approved

by the Creative team.

Please send draft files (before

publishing) in good time to ensure
any necessary changes can be made.
Don’t miss out when the world’s
best athletes come back to London

Poster
Supported_by_Metro_ad_V3.indd 1 16/03/2017 13:20:04

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O UR LO GO S

WI TH S PO N SO R S

When we work with sponsors on

our printed communications, their SPONSOR LOGO

logos will appear in primary grey

on a light background or white on
a dark background.
SPONSOR LOGO

Sponsor logos should not appear

proportionally larger than one third of
the size of the Mayor of London logo.

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O UR LO GO S

S PONSO R LO G O S I N P R ACTICE

Sponsor logos appear at the bottom

of the artwork under content.
DIWALI FE STIVAL
Sunday 16 October 1 – 7pm Trafalgar Square Free
We align them across their u u u

vertical centres. Light up your weekend with this feast for the senses.

london.gov.uk/diwali

#DiwaliLDN u @LDN_gov

P R E S E N T I N G PA R T N E R S u P P O R T I N G PA R T N E R S

#LondonIsOpen

DIWALI FE STIVAL
Sunday 16 October u 1 – 7pm u Trafalgar Square u Free

Light up your weekend with this feast for the senses.

london.gov.uk/diwali

#DiwaliLDN u @LDN_gov

P R E S E N T I N G PA R T N E R S u P P O R T I N G PA R T N E R S

#LondonIsOpen

Poster

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O UR C O LO U R PALE T T E

C OLOU R VA LU E S

PINK C YA N GREEN
Our hero colour is pink. C0 M95 Y35 K0 C100 M0 Y0 K0 C100 M0 Y100 K0
R238 G38 B109 R0 G174 B239 R0 G141 B72
P 213 P Process Cyan P Bright Green
We have 11 core colours including #EE266D #00AEEF #008D48
black and white. We expand our colour
range by using tints of 20, 40, 60 and YE LLOW ORANGE RED
80 per cent. C0 M0 Y100 K0 C0 M70 Y100 K0 C0 M100 Y100 K0
R255 G242 B0 R233 G88 B20 R224 G0 B27
P Process Yellow P 164 P Red 032
The correct colour values for our #FFF200 #E85713 #E0001B
brand palette are specified on page
20, please use them. It helps ensure DARK PINK BLUE M U S TA R D
our work is consistent. C20 M100 Y35 K30 C100 M5 Y0 K47 C10 M40 Y100 K0
R158 G0 B89 R0 G87 B125 R220 G160 B0
P 228 P 308 P 124
#9E0059 #00577D #DCA000

PURPLE GREY BL AC K
C50 M89 Y0 K0 C25 M10 Y10 K85 K100
R121 45 B137 R54 G62 B66 R0 G0 B0
P 258 P 432 P Black
#792C89 #353D42 #000000

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O UR FO N T S
IN P R I NT
We always use Aktiv Grotesk.
For titles and large type we usually
use bold weight. For body copy we
use regular weight.
When commissioning design work
externally please ensure they have
bought a licence to use the font
software. It is illegal for us to transfer,
send or make a copy.
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For legibility, our minimum type size is
12pt with 15pt leading. This is based
on the Royal National Institute of Blind
People (RNIB) ‘See it Right’ guidance.
We use Arial only online or when Aktiv
Grotesk is not available. Arial regular
for body copy and Arial bold for titles
and larger type.
Primary font
Aktiv Grotesk
ABCDE FGHIJKLM
abcdefghijklnopqr
1234567890!#£?
Why, Sir, you find no man, at all
intellectual, who is willing to leave
London. When a man is tired of
London, he is tired of life; for there
is in London all that life can afford.
O UR FO N T S
ONLI NE
We use Arial for headlines and
larger type.
On digital media we aim to use 18pt
size or above. Arial bold for titles.
We use Arial regular for body copy.
See also our website guidelines.
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Arial
ABCDEFGHIJKLMN
abcdefghijklnopqr
1234567890!#£?
Why, Sir, you find no man, at all
intellectual, who is willing to leave
London. When a man is tired of
London, he is tired of life; for there
is in London all that life can afford.
O UR FO N T S

ST Y LI NG T E X T

We centre or left align titles in TITLE We always use Aktiv Grotesk Bold
capitals or sentence case.
HEADING set in caps with +100 letter spacing.
We set the leading at the same point
size as the text. The example shown
Title heading here is 22pt with 22pt leading.

Sub heading We use Aktiv Grotesk Bold with +35pt

This is an example of sub heading. letter spacing and ranged left.

Body copy We use Aktiv Grotesk Regular with

This is an example of body text. This +35pt letter spacing. The example
is an example of body text. This is an shown here is our minimum size of
example of body text. 12pt with 15pt leading.

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O UR TO N E O F VO I CE
Our tone of voice defines who we are
- it’s the words we want people to use
when they describe the work of the
Mayor of London.
Our messages are simple and easy to
understand with no jargon. We get to
the point immediately.
Personable and relatable
We are friendly and use plain English.
We want all of London’s communities
to understand what we do. That way
people can relate to us.
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Trustworthy and honest How we speak changes to meet
We are dependable and keep the needs of a particular audience,
our promises. You can always channel or circumstance. But our
trust what we say. voice is the same.
Relevant and appropriate Find out more in our
We focus on things that are important editorial guidelines
to the lives of Londoners. We ensure
our tone suits the message being
given.
Positive and optimistic
We are optimistic for London.
We encourage Londoners to get
involved in decisions that affect them.
I L LU ST R AT IO N

Illustration is an important tool of

our brand. It should support a
narrative to help inform and inspire
our audience. It should only be used
where appropriate, and should be:

• straightforward
• striking
• bold
• colourful
• relatable
The Hopper fare
• fun
has arrived

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I CO NO GR AP H Y

Our icons are used to accompany

information, helping to make important
facts and statistics stand out.
They should be:

• simple
• clear
• relevant
• easy to understand

All our icons are created to an 80px

square, with a 1.5pt line weight. They
can be downloaded in a range of
colours from the City Hall image
library (see p48).

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W E B S IT E

We have a set of website guidelines,

that describes how our brand should
appear online.

Find out more in our

website guidelines [link]

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PR I NT E D MAT E RI AL

S U P P LI E RS P ROD UCTION

All print quote requests must go
through our print management
company CDS.
When printing multiple items for a
single project or programme like
posters and leaflets for an event
use the same supplier to ensure
consistency.
Please use the PDF/x-1a: 2001 setting We print on standard stock for regular
when exporting artwork as a PDF for or popular items. See the next page
print. The artwork should also include for guidelines.
crop marks and bleed.
Request file copies when obtaining
quotes. As a standard, it is usually
five file copies for print items.

Contact Chris Taylor at CDS before

you start

chris.taylor@cds.co.uk
0113 399 4000

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PR I NT E D MAT E RI AL

STO C K & W E I G H T S PA P E R S IZE S BO O K SPINE

Uncoated Amadeus Offset TfL Tube poster 635mm x 1016mm Use the following formula to calculate
DL leaflet 99mm x 210mm the size of a document spine (in mm):
TfL Tube poster 250 gsm
DL leaflet 350 gsm Mini poster 297mm x 475mm No. of pages x weight of paper
Square postcard 350 gsm Square card 148mm x 148mm
Mini poster 150 gsm A5 card/booklet 148mm x 210mm 2 1000
Certificates 300gsm A6 card 105mm x 148mm
Report cover 300 gsm A4 booklet 210mm x 297mm
Report insides 120gsm B5 report 176mm x 250mm

For more information on paper

sizes see: http://papersizes.io/

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PHOTO GR A P H Y

Photography is an important part Photography supports our

of our visual communications. messages and is:

We want our communications • real / honest

to reflect what matters to all of • human / emotional
London’s communities. • diverse
• inspiring
• colourful
• engaging
• informative

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PHOTO GR A P H Y

V E T T I NG

We vet all photography to ensure our

brand principles are maintained.
We show real Londoners in real
everyday situations.

You should never use images from the

previous administration (pre May 2016)
such as the ‘new bus for London’.

The photos we use should reflect a

recognisable, real and diverse London.

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PHOTO GR A P H Y

O U R BR AN D PR I N C I PL E S
IN P R ACT I C E

 Personable and relatable  Relevant and appropriate  Positive and optimistic

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PHOTO GR A P H Y

OU R BR AN D PR I N C I PL E S
IN P R ACT I C E

 Human and emotional  Real and active  Reflects diversity

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PHOTO GR A P H Y

B E ST I MAG E S O F T H E M AYOR

Photos of the Mayor should be active

and engaging. He should be shown
interacting in real and relatable
environments.

Approved photography can be

repeated across media. However, it
should not be used in different policy
areas or campaigns.

Note: When you photograph the Mayor,

make sure his staff and any known/
political figures are out of the shot.

Tree planting, Waltham Forest, Environment Brent housing development visit, Housing

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PHOTO GR A P H Y

B E ST I MAG E S O F T H E M AYOR

Cleaner Air for London Greenpeace event, London Living Wage Alchemy Coffee, Cleaner Air for London Greenpeace event,
Environment Economy Environment

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PHOTO GR A P H Y

B E ST I MAG E S O F T H E M AYOR

London Living Rent, Housing Cleaner Air launch in Putney, Environment London Fashion Week, Culture

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PHOTO GR A P H Y

B E ST I MAG E S O F T H E M AYOR

Kentish Town visit, Policing Safer London Plan launch, Policing Police and Crime Plan launch, Policing

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PHOTO GR A P H Y

B E ST I MAG E S O F T H E M AYOR
FO R FOR E WO R DS

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PHOTO GR A P H Y

B E ST I MAG E S O F T H E M AYOR
FO R FOR E WO R DS

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PHOTO GR A P H Y

CASE STUDI E S

We use case studies to inspire people

to get involved in our work.

We show real people interacting with

their surroundings. Images should be
active and engaging, They should tell
a story. They shouldn’t be posed.
We should show a true, diverse London
that Londoners can relate to.

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PHOTO GR A P H Y

E V E NT S

We capture the moment. Our images

strike a chord with Londoners and
bring back happy memories.

To fully document the event, we use

different perspectives:

• set the scene

• feature a human element
• real / natural
• diverse
• active

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PHOTO GR A P H Y

LOCATI O N

We use photographs of the whole

of London, from the centre to
the outskirts. Places should be
recognisable. They should reflect
London’s diverse communities.
Location photography should be
relevant. It must support the story.

Note: Avoid scenes without people.

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PHOTO GR A P H Y

WE B SI TE

Portraits used on London.gov.uk

should be professionally taken on a
white background. Subjects should
be well lit with a relaxed, positive 1x1
expression.

Standard london.go.uk image

dimensions are 1:1 and 2:1.

Email headings should be

560 x 280px. 2x1
When cropping images for web please
ensure the focus of the image is
framed clearly within the space.

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PHOTO GR A P H Y

D O NOT U S E P H OTO S T H AT:

 Look staged and set up  Are for PR purposes  Are political

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PHOTO GR A P H Y

D O NOT U S E P H OTO G R A P HY THAT:

 Is dull or inappropriate  Doesn’t represent real Londoners

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PHOTO GR A P H Y

SO C I AL M E DI A
T WI T T E R P RO F I L E P H OTOS

Header spec
Upload size: 1500 x 500px
Max file size: 5MB
Formats: JPG, GIF, PNG

Profile photo
Upload size: 400 x 400px
Displays at: 200 x 200px
Max file size: 2MB
Formats: JPG, PNG

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PHOTO GR A P H Y

SO C I AL M E DI A
T WI T T E R PO ST

Photography post
Upload size: 1024 x 512px
Max file size: 5MB
Accepted Formats: JPG, GIF, PNG

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PHOTO GR A P H Y

SO C I AL M E DI A
FAC E BO O K P RO F I L E P H OTOS

Header spec
Upload size: 851 x 315px
Displays at:
820 x 312px on desktop
640 x 360px on smartphones
Max file size: 100KB
Formats: RGB, JPG, PNG

Profile photo
Upload size:
170 x 170px
Displays at:
170 x 170px on desktop
128 x 128px on smartphones
Formats: RGB, JPG, PNG

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PHOTO GR A P H Y

SO C I AL M E DI A
FAC E BO O K P H OTO PO ST
1200 x 900px

Photography post
(Landscape)
Upload size: 1200 x 900px
For Retina screens: 2400 x 1800px
Max file size: 5MB
Formats: RGB, JPG, PNG 1200 x 1200px

Photography post
(Square/vertical)
Upload size: 1200 x 1200px
For Retina screens: 2400 x 2400px
Max file size: 5MB
Formats: RGB, JPG, PNG

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PHOTO GR A P H Y

SO C I AL M E DI A
FAC E BO O K CA RO U S E L

Facebook carousel adverts showcase

up to 10 images and links, remember,
keep photography, engaging,
informative, real / honest, diverse,
inspiring and supportive
of narrative

Carousel spec
Upload size:
1080 x 1080px
Number of images: 3 – 10 images
Formats: RGB, JPG, PNG

Your image should include minimal

or no text. See how the amount of
text in your ad image will impact
your ad’s reach:
facebook.com/business/
help/980593475366490

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PHOTO GR A P H Y

SO C I AL M E DI A
FAC E BO O K P H OTO A D

Use photography in a photo ad that

supports the narrative.

Link Photo spec

Upload size: 1200 x 628px
Formats: RGB, JPG, PNG

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PHOTO GR A P H Y

SO C I AL M E DI A
INSTAG R A M PRO F I L E I M AG E

Profile image
Upload size: 180 x 180px
Formats: RGB, JPG, PNG

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PHOTO GR A P H Y

SO C I AL M E DI A
INSTAG R A M PH OTO PO ST
1080 x 1080px
Photo spec
Upload size:
Square format: 1080 x 1080px
Landscape format: 1080 x 566px
Portrait format: 1080 x 1350px
1080 x 566px
Formats: RGB, JPG, PNG

1080 x 1350px

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PHOTO GR A P H Y

SO C I AL M E DI A
E MAI L H E A DE R S

Header Spec
Upload size: 560 x 280px
Max file size: 500KB
Formats: RGB, JPG, PNG, GIF

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PHOTO GR A P H Y

SO C I AL M E DI A S H OT L I ST

When the Mayor goes to an event

or gives a speech, we often need
preferred shots for social media.
These include:

• Wide shot of him on stage,

sometimes with other attendees
• Wide shot from behind the Mayor,
looking into crowd
• Mid shot from both left and
right side
• Close up of just the Mayor, from
different perspectives if possible
• Showing audience diversity and
their reaction.
Wide shot on stage, sometimes with other Wide shot from behind the Mayor looking into
attendees crowd

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PHOTO GR A P H Y

SO C I AL M E DI A S H OT L I ST

Close up of the Mayor from different

perspectives

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PHOTO GR A P H Y

SO C I AL M E DI A S H OT L I ST

Audience – showing diversity and

their reaction

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PHOTO GR A P H Y

C ONSE NT FO R M S

Where an individual or group are the Please follow the relevant link:
focus in a photograph you need them
to sign a consent form. Adult consent form 18+

This should be done before the shoot. Child consent form under 18
Forms are on our intranet.

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PHOTO GR A P H Y

S U M M ARY

• Take natural, interactive (not staged)

shots. Use flash only if necessary
• Always make sure that Mayor’s
office staff are out of shot
• Post production - always leave
images uncropped. This allows
more scope.
• Ensure all images submitted are
tagged with title, photographer’s
name, date, description, attendees
and location (include borough).
• Ensure diversity in images -
encourage participation if needed.

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PHOTO GR A P H Y

C I T Y H AL L I M AG E L I B R A RY

You’ll find a collection of images

relating to the Mayor and London
Assembly’s work at
images.london.gov.uk

You can use these photos to support

policy web pages, presentations
and reports.

To access the library, get in touch with

caroline.teo@london.gov.uk

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VI DE O

We have a set of video guidelines

that describes the variety of styles and
formats that we use.

You can request them from

creative@london.gov.uk

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T E MP L AT E S

We use templates for things we

produce on a regular basis like social
media cards, conference/event
branding and publications.

This helps us to be consistent and

speeds up the process.

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T E MP L AT E S
1280 pixels

SO C I AL M E DI A CA R DS

520 pixels, text set within 100px border

Social cards should be straight-
forward and striking. They can be

720 pixels
photography or illustration.

Please ensure all key information is

left aligned. Headlines no longer than
five words. Minimum size is 80pt.

Titles can be in capitals or sentence

case, in bold or regular. You can use
an optional two line descriptor,
minimum size is 30pt.

Mayor of London logo at the bottom,

left aligned, 230px width.

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T E MP L AT E S
1280 pixels

SO C I AL M E DI A FACT CA R DS

520 pixels, text set within 100px border

Social fact cards should be clear
and informative. The fact is usually

720 pixels
accompanied by a related icon,
illustration or image.

Text is left aligned. Headline can be in

capitals or sentence case, in bold or
regular, minimum size 80pt.

Optional two line descriptor, sentence

case, minimum 30pt.

Mayor of London logo at the bottom,

left aligned, 230px width.

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T E MP L AT E S

SO C I AL M E DI A
POLI CY Q U OT E CA R DS

We have a set of Photoshop templates Q U OT E CA R D S

for policy and Mayoral quotes.
If you wish to use them,
contact the Marketing team
marketingteam@london.gov.uk

Each card should have a large, bold

headline, with an optional short
paragraph of copy. The word counts
are as follows:
PO LI CY CA R D S
• Headline only cards use a maximum
of 16 words
• Short headline maximum seven
words
• Short paragraph maximum 25 words
• When photography is used, the text
content should sit within an opaque
box over the image.

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T E MP L AT E S

SO C I AL M E DI A STAT E M E NT S

The Mayor uses Twitter to release

emergency statements on
serious matters.

You can get these Photoshop

templates from
marketingteam@london.gov.uk

These are text on a white

background with top level
Mayor of London branding.

Minimum text size is 18pt

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SO C I AL M E DI A STAT E M E NT S

Breaking news statements from

the Mayor directs social media to
london.gov.uk.

These are used on Twitter and

Facebook when posting a full
statement is not appropriate.

You can get editable Photoshop

templates from
marketingteam@london.gov.uk

White text is used on grey tinted

image of City Hall or the Mayor, the
editable title field must be kept to
30 characters.

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INSTAG R A M

Instagram images feature the Mayor

meeting people in social settings.

Images must measure:

• width between 320 and 1080 pixels

• height between 566 and 1350 pixels

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T E MP L AT E S

S H ORT H A N D

Shorthand is a visual storytelling

platform used to promote specific
content using full width videos,
images and text.

There are four main types of sections

available which should be used to
display the content. Section type 1: text over media Section type 2: two column scrollmation
In each section text positions, sizes
and styles can be changed.

The Mayor’s office agrees and

approves all Shorthand stories.

Section type 3: background scrollmation Section type 4: plain text column

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V I D EO STA RT/ E N D F R A M E S 1200 px 1920 px

SQ UAR E A N D 16: 9 FO R M AT S

C E N T R E PA N E L
START FRAME:
Event/video title appears on solid
colour panel.

1080 px
TI TLE HE RE

1200 px
TITL E HE RE
Panel 85% wide, 25% height of square
Panel centred over footage.
Text centred in panel.
Minimum type size 37.5 pt.
Font: Aktiv Grotesk Bold, 100 tracking

END FRAME:
# or Mayor of London logo on
solid colour panel. MAYOR OF LONDON LOGO or #

M AYO R O F LO NDO N LO GO or #

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T E MP L AT E S

V I D EO STA RT/ E N D F R A M E S 1200 px 1920 px

SQ UAR E A N D 16: 9 FO R M AT S

BAS E PA N E L
START FRAME:
Event/video title appears on solid
colour panel 1/3 of the height of the

1080 px
tile at the bottom.

1200 px
Text centred in panel. TI TLE HE RE
Minimum type size 37.5 pt.
Font: Aktiv Grotesk Bold, 100 tracking TITL E HE RE

END FRAME:
# or Mayor of London logo on
solid colour panel.
MAYOR OF LONDON LOGO or #

MAYOR OF LONDON LOGO or #

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V I D EO STA RT/ E N D F R A M E S 1200 px 1920 px

SQ UAR E A N D 16: 9 FO R M AT S

B L AC K T IL E
START FRAME:
Event/video title appears on solid
black tile.

1080 px
CE LE B R ATE DI WA LI

1200 px
TITL E HE RE
Text centred in panel.
Minimum type size 37.5 pt.
Bold colour: pink or yellow.
Font: Aktiv Grotesk Bold, 100 tracking

END FRAME: MAYOR OF LONDON LOGO or #

# or Mayor of London logo on
MAYOR OF LONDON LOGO or #
solid panel.

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T E MP L AT E S

STATE M E N T V I DE O F R A M E S

All centred text on black background.

Start frame - MoL logo

Message frame - text

End frame - MoL top level

URL

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P R E S E NTAT I O N T E M PL AT E S
STANDARD ( 4: 3) SC R E E N S

Powerpoint templates for internal and

external presentations can be
downloaded at

Use the Mayor of London and London

Assembly template for internal
presentations.

Please use the Mayor of London

template for external presentations.

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T E MP L AT E S

E V E NT POW E R PO I N T W I DE
SC R E E N ( 16: 9) FO R M AT

Title slides use a full bleed image or

solid block colour.
T H E M AYO R ’ S E D U C AT I O N C O N F E R E N C E HEADLINE TEXT HERE

#LDNeduconf # or URL

Text slides can have images on either

a white or solid colour background.
HEADLINE TEXT HERE HEADLINE TEXT HERE 50 PT
text here text here text here text here Subhead text here 33 pt
text here text here text here text here
text here text here text here text here
text here text here text here text here
text here text here text here text here 33 pt

Powerpoint ratios are either:

16:9 or 4:3
#LDNeduconf

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T E MP L AT E S

E V E NT SCR E E N S L I DE S
STANDARD ( 4: 3) FO R M AT

The text size varies depending on the

length of the event title.

Additional supporting logos should

appear at the bottom of the content. C E LE B R AT E 00:00pm (17pt Arial Regular)

E VE NT TITLE Artist name here

(32pt Arial Regular)
Each logo should be approximately
one third of the width of the
Mayor of London logo. logo #01 LOGOlogo #02
HERE
LOGO
logo #03
HERE
LOGO
logo #04
HERE
logo #05

Main headline
(32pt Arial Regular)
17pt Arial Regular body text appears london.gov.uk/events
here, body text appears here, body
text appears here, body text appears #EventHashtag ◆ @LDN_gov

here, body text appears here.

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T E MP L AT E S

D L LE AFL E T S
99mm

Front

• MoL logo top level branding

• Cover artwork can be photography Come and celebrate the festival
of lights at the Mayor of London’s
or illustration based Diwali Festival, with:

• header can be capitals or sentence a lively stage line-up

◆

of Indian music and dance

case, in bold or in regular weight ◆ the spices and flavours

of Indian street food

• short subheader in regular weight ◆ a market selling stunning

Indian crafts and gifts
• hashtag and/or URL 210mm
There’ll also be henna, storytelling,

• text centre or left aligned. Ensure

dance and yoga workshops, and
more at this free event.

text is legible It’s a real feast for the senses.

Share your event photos
#DiwaliLDN

Back DI WA LI
• main body text left aligned or Really Good by David Shrigley FE S TI VA L
From 29 September 2016 Sunday 15 October u 1 – 7pm
centred (max 60 words) Fourth Plinth ◆ Trafalgar Square Trafalgar Square u Free
london.gov.uk/fourthplinth london.gov.uk/diwali
• supporter logos should be a third of #fourthplinth

the width of the MoL logo aligned

For the best way to plan your journey visit
tfl.gov.uk/plan-a-journey/ P R E S E N T I N G PA R T N E R S U P P O R T I N G PA R T N E R S

to the bottom left or centred #LondonIsOpen

Diwali_2017_DL_Leaflet_V3.indd 1 11/09/2017 14:39

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T E MP L AT E S
148mm

SQ UAR E L E A F L E T S A N D
POSTCAR DS
We are delighted to invite to help us break the

Front
Guinness World Record for Speed Networking

Inspiring the next generation

148mm
Employees from 20 business sectors giving voluntary

• full bleed photography

careers advice to school students from across London

Thursday 22 October 2015

or illustration 10:00 – 12:40

We look forward to welcoming you on the day!

Lord’s Nursery Pavilion, Lord’s Cricket Ground,

Back St John’s Wood Rd, London NW8 8QN

• MoL logo top level branding

• header can be capitals or sentence
case, in bold or in regular weight
• short sub header in regular weight
• hashtag and/or URL LONDON
• main body text left aligned or K N O W L E D G E Q U IZ
centred (max 60 words) How well do your students know our city?

Join the quiz for your school’s chance to win the Mayor’s
• supporter logos should be a third Award for London Knowledge. Schools compete online and
the best go to the live finals at the Museum of London.

of the width of the MoL logo and Find out more and register at
londonknowledgequiz.co.uk

aligned to the bottom left or centre.

DELIVERED BY

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C E RTI FI CAT E S

• MoL logo top level branding

• white or light tint background
• header can be capitals or sentence
case, in bold
• short subheading in bold or
C E RT I F I CAT I ON OF R E C OGN I T I ON

in regular weight FO R YO U R C O N T RI B U T I O N TO T HE

• dotted line for recipient’s name SU B J ECT KNOWLE D G E

H U B S P RO G R A MME
(optional) FAC R I C E RC E MNO N NO ST ID IE N D E T

• name, title, and digital signature SCH OOL S FO R

S UCCE S S

A4
• text can be left aligned or centred
• supporter logos should be a third of Enter name here

the width of the MoL logo aligned

Thank you for supporting
excellent teaching and learning
in London schools.
to the bottom left or centre Edit faucepse que noncupiem,
vastisq uoditiaet? Otere nos, senteritum
• to get printed copies use TfL ac mpononfit fectabem egitintem it.

reprographics Sadiq Khan

Mayor of London

Sadiq Khan
Mayor of London

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T E MP L AT E S

P U LL- U P BA N N E R S

Pull-up banners should be informative,

eye-catching, and engaging. They can
be photography or illustration based.
THE MAYOR ’S
EDUCATION
London Borough
of Culture
TE AM
• MoL logo top level branding
CONFERENCE
LONDON
#LDNeduconf #mylocalculture International Volunteering Conference

• header can be capts or sentence

case, in bold or in regular weight #LondonVolunteers

• optional single line subheading CHAR ACTE R M U SE UM S DE S IG N

• hashtag and/or URL HI STORY

• centred text
• photography should be full bleed - CRE ATIVIT Y

with a top gradient to ensure text AMB ITION ART

is clearly legible
• photography should follow the
photography principles outlined
on pg [to be updated on approval of
content]

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T E MP L AT E S
E XH I BI T I O N B OA R DS
Exhibition boards are usually
printed at A0 size and mounted
T R E E � ME N D OU S KID S
on 5mm foamex board.
Giving children opportunities
to explore the great outdoors
can help them appreciate the
beauty of nature and lots more
Exhibitions will usually include
besides. Take trees for instance...
The following photos highlight a
an intro board and image boards.
few projects that aim to inspire the
next generation to plant, appreciate
and love London’s trees. These
projects are run by our partners,
Text can either be in a single column
and many of them have been
funded by the Mayor, Sadiq Khan.
This London Tree Week exhibition
or two columns. All images should
is presented by the Mayor and the
London Tree Partnership.
be square.
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London Tree Week:
27 May - 4 June 2017
Come and celebrate London’s trees
and woodlands with over 60 special
events. London Tree Week has
everything from forest bathing, to
guided walks of historic mulberry
trees, to photography and poetry
walks. There are lots of fun half term
activities for kids too.
Find out more at:
london.gov.uk/londontreeweek
Share your London tree photos using
#LondonTreeWeek
Twitter: @LDN_environment
Instagram: @LDN_gov
Email: environment@london.gov.uk
© WTPL/Phil Formby
© James O Jenkins
Thanks to all in the London Tree
Yogdip Raghvani
Partnership who shared images Children at Griffin Primary School in Wandsworth
Volunteer at the UK’s Largest Careers Speed
to display.
The Woodland Trust offers free It is unforgettable, rewarding Networking Event for Young People
trees to UK schools. They believe that and educational.
planting trees is an experience every
child should have.
T E MP L AT E S

R E PO RT S SKILLS FOR LONDONERS 8

COPYRIGHT CONTENTS
Greater London Authority
June 2018

Published by
Mayor’s Foreword 5
Greater London Authority
City Hall Vision 7
The Queen’s Walk
Setting the Scene 10
More London
London SE1 2AA Objectives and Priorities Error!
Bookmark not defined.
www.london.gov.uk

We have a standard MS Word report

An Ambitious Future 62
enquiries 020 7983 4100 Annex 1 66
minicom 020 7983 4458
Annex 2 69
ISBN 978-1-84781-670-2

Cover photographs © Philip Ebeling

template for online publications.

Copies of this report are available
from www.london.gov.uk

We can provide an alternative Skills for

Londoners

cover if required. We provide

A S K I LLS A N D A DU LT
E DU CATI ON STR ATEGY
FOR LON DON

images to size and style charts

Date

and graphs so they look consistent Cover Copyright Contents Image

throughout.

You can request this template by

SKILLS FOR LONDONERS 10 SKILLS FOR LONDONERS 11 SKILLS FOR LONDONERS 28
SKILLS FOR LONDONERS 62

emailing creative@london.gov.uk
Setting the Scene
The full Skills for Londoners Strategy Evidence Base and executive summary have been
published with this strategy and are available alongside the results of the public
consultation on the draft strategy and opinion research with Londoners. This section draws
out key contextual issues relating to the strategy priorities, informed by this primary and
secondary research. It also includes input from the four borough sub-regional partnerships
– Central London Forward, Local London, South London Partnership and West London
Alliance (see annex 2 for the boroughs included in each of these) highlighting any specific
For those who know where and how to access it, London is a city full of opportunity. Every
year, thousands of young people flock to London to make the most of the capital’s varied
job opportunities, which can help them on the path to a rewarding and fulfilling career. And Strategy Indicators
many young Londoners are well-positioned to access the city’s most popular jobs and
professions. The capital’s schools now have the best GCSE results in the country. In The indicators in table 1 will be used to measure the impact of the Mayor’s
London, 83 per cent of further education and skills providers were rated good or Skills for Londoners Skills and Adult Education Strategy.
outstanding by Ofsted, at their most recent inspection6. This year, four of London’s
universities were listed among the world’s top 407. Table 1: Skills for Londoners Skills and Adult Education Strategy Indicators
But many Londoners still do not benefit from the opportunities that are available. While Ref Headline Indicator
employment rates in the capital have increased recently, unemployment in London is still
above the national average8 and some groups remain under-represented in the labour SS1 Participation in learning:

Always allow plenty of time for

local issues in those sub-regions. market. The unemployment rate for 16- to 24-year-olds in London is 2.9 times higher than Percentage of the working age population in London (aged 16+) participating
for adults aged 25 to 649. in education and learning, total and broken-down by target groups; (sex,
BAME, disability, social group and age).
Skills Challenges for Londoners Barriers to work SS2 Employer investment in workforce skills:
Almost double the proportion of working-age disabled adults in London are workless, Proportion of employers that had arranged or funded any type of training
Summary of key skills challenges for Londoners:
compared to non-disabled adults10. This is a key issue in the Central London Forward (whether off- or on-the-job) for any of their staff in the previous 12 months as

approval at Mayoral Director level

area, where the proportion of the population with a disability (14 per cent) is lower than the a percentage of all employers, total and broken down by occupation, sector,
• Unemployment rates above the national average, with young people, disabled
national average but the disability employment gap is wider than both the London and size
adults, BAME groups and women disproportionately under-represented in the
national average11.
labour market, especially in higher skilled, better paid jobs.
SS3 Success of coordination of skills provision - skills shortage vacancies:
British Black, Asian, and minority ethnic (BAME) Londoners have higher rates of Proportion of employers reporting a skills shortage vacancy as a percentage
• Continued and persistent gender, race and disability pay gaps. of all employers in London, total and broken down by occupation and sector
unemployment and economic inactivity than other ethnic groups12. Women are also more

(at least five working days before

likely to be workless than men in London – 9 per cent of men are workless compared with (Incidence)
• Wages struggling to keep pace with the rising costs of living in London,
33 per cent of women13.
leaving one in five workers paid below the Living Wage and the highest SS4 Success of coordination of skills provision - Working age population
proportion of people in poverty than in any UK region. Intermediate level skills:
One group that faces specific barriers to work are homeless Londoners. By the end of
2017, there had been a 51% increase in the number of households living homeless in Percentage of London working age population with intermediate skills (Level
• Substantial variation in employment rates and incomes across London, 3 qualifications), broken down by target groups (sex, BAME, disability, social
temporary accommodation since the end of 201014. London now accounts for 69% of
meaning the capital is the most unequal region in the country. group and age).

publishing).
• Low levels of qualifications and skills holding many Londoners back,
particularly in literacy, English language, numeracy and digital.
• A lack of an effective careers information, advice and guidance offer for
Londoners, limiting the ability to upskill/reskill and progress in work.
• The changing nature of work due to technological advancements and the
increased need for digital skills to find work and access public services.
• The soaring cost of childcare in London posing a significant obstacle to
parents - particularly women - accessing education and employment
opportunities.
homeless households living in temporary accommodation in England15. A recent study
estimated that one in 50 Londoners is now homeless16.
These headline indicators directly relate to the priorities and objectives set out in this
strategy and the strategy duration of a decade. As far as possible, performance against
these indicators will be broken down by target groups to ensure that improvement in social
mobility within London’s harder to reach communities can be monitored.
6
OFSTED (2017) ‘Further education and skills inspections and outcomes as at 31 August 2017’
7
Times Higher Education (2018), ‘The Time Higher Education World Ranking’
8
Based on analysis of ONS Labour Force Survey data. The Skills for Londoners Framework, published in conjunction with this strategy, defines
9
Based on analysis of ONS Annual Population Survey, Oct 2016 to Sep 2017.. and sets out in more detail some of the key outputs and outcomes that will be measured
10
The Equality and Human Rights Commission (2016) ‘Is England Fairer?’ p47. for projects and programmes directly funded by City Hall budgets. These include the
11
Annual Population Survey (APS) 2016,, provided by GLA Economics, accessed via Nomis.
12
Trust for London (2017) ‘London’s Poverty Profile’ p85.
devolved Adult Education budget (AEB), European Social Fund (ESF) and Skills for
13
Trust for London (2017) op.cit. p88. Londoners Capital programme.
14
MHCLG Live Table 775
15
Ibid. It is expected that the Skills for Londoners Strategy will also contribute to some of the
16
Shelter, ‘Life on the margins: Over a quarter of a million without a home in England today’ (press release), wider indicators in the Mayor’s statutory Economic Development Strategy. The indicators
(2016)

Chapter Text Table 4 images

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R E PO RT S REPORT TITLE GOES HERE 3

Copyright Contents

Contents level 1 5

Designed reports usually follow a

Greater London Authority
Month Year Contents level 2 6

Published by Liciemnius 6
Greater London Authority
City Hall Epora coenihi 10

template.
The Queen’s Walk
London SE1 2AA Liciemnius 13

Epora coenihi 17
london.gov.uk
enquiries 020 7983 4100 Liciemnius 18
minicom 020 7983 4458
ISBN Epora coenihi 21

Liciemnius 22

Production times can vary depending

Epora coenihi 24

Liciemnius 26

Epora coenihi 28

on the content. For example, a

Liciemnius 30

Epora coenihi 31

Strategy Title

document of 100 pages or less can

DR A F T C ON SULTATI ON STR ATEGY
September 2017

take between 6-8 weeks to produce.

Larger documents will need even Cover page Copyright / contents
more time.
REPORT TITLE GOES HERE 5 REPORT TITLE GOES HERE 7

Chapter heading

Get in touch to discuss individual

requirements and processes. Chapter heading
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quunt laborep rovitas que voluptat verum
aut venimi, aut alitatur, officimin pellori
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Chapter page option Chapter page option

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R E PO RT S REPORT TITLE GOES HERE 9 REPORT TITLE GOES HERE 11

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Pull out quotes and stats can appear

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in either the left or right columns of a

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M E N T, S AN D E B ITAT E M E T
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potio, sentiur

spread. Pull out stats can also appear

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along the bottom, below the text.

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O B I T AUT E ST, UT O M N I S D O LO
I U S RE RRO RE M D O LO RE S E UM
Q UI AT I U S.
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REPORT TITLE GOES HERE 13 REPORT TITLE GOES HERE 15

20 %
of the UK’s computer,
telecommunications and digital
content jobs call London their home
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D O LO R AT UR A M E V E N D I B E A
Q UA E D I D E L L AUTA
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etur?
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quaestion es minum venia debisciur
autaspelenis as quodi dolor reperna

40 %
of digital businesses say that
they face challenges finding
skilled digital workers
85 %
of recruits for junior tech
positions in 2015 had just finished
a computing-related degree.
O ST R U N T L AN TO E AQ U U N DAE
PO R U M N IS D ITAT
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experum dictur rehendaniat.
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volor ressite mpores volorep taquae
84
children took part in cycle
training at five schools.
alicim volupis etum quo est, iur?
volecuptaese dolo idelistiure con
perovid ut que nonsequ aerspe dolendel
magniminvel mo qui te poratenectis
que antes con pro omnimo tempedis
estiore sererit ibusaperi ommolup
tassinc tasperiatur sum si cuptaturiae.
Nam ipsum quodi id magnihicae esti
volupta vent, seris mod quis serchici
doluptatem ullitatatum aut aut reperistio
119 m 2
green screen built
pelluptatur aut quunt rero inctium fuga.
Nihiti ullabore sequunt plabo. Itatisseque
nem que incimus quodis antis repuditae
porehenimi, enient quam autempe idebis
molut faccumque que labor magnam is
ne is ut doleseque a voluptatquos qui
ad ut a verrum quis is mi, ut pori omnis
que necus. Ed moluptibus, omni cusandi
orruptatur aut ut dolupta ssitas sam fuga.
Aquias diae num et qui corest voloriosa
siti rescim ratatis dolupta erorum
30
new street trees planted
tquiate ctiuntem venes eiciaspe
suntibusanti rehenie ndantoriore ne
veremporem el maio eliquid ut que nullab
ipsam volessum quiduci asimossequi ut
ipient.
Lit verchit etus et voluptae velessimus
volores trumque volorep udandignis num
aute maio. Es quam, quam faceaquas
dusam que denihiti quia perci qui
sequam, ipsam expe porempor.
10
new bench seats installed

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83 u MAIN MENU
T E MP L AT E S

R E PO RT S REPORT TITLE GOES HERE 17 REPORT TITLE GOES HERE 19

Intio voluptae. On rendae vit ero dellam, Dolo que net facium venet abor Tus et aute sequasi minullest ra On res que porrum num sitate debit et
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quam, aut restionsed moles ad qui hici optae officatus. to mos eum si od eicimint, et mostrunt voles ad earciis qui ut dolest, occum

We often use images to break up and

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est exerferaepre remquib usaniae ctures
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con consequo consed ex enda iunt lam
quiamus, ulluptur? Tus nus doluptur aut
ut alit, estotat estecer spelenis ipic to

provide a visual context to the text.

tet offic tecta qui ant, nim la est, sequia
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reped ut alicia dolut eveliquae estrum
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et lictur maiorit velist, ipid enit dolorrum
voluptae comnihi lligenis as atium que
doluptur, ut voloris et esse esti ne

For guidance on the type of images

dolut omnia que quid eatis adis maximin
itatibus magnist quiameture vendel idelit
parum ad explaborio ent, sitis et quam
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landita temporibus quam, ut lias nissima
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et quam remolentur rerro quaest,
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doluptas sinihit et alitatur andistis quis
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to use, please see the photography

is excerorecea doluptasped minctur,
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ommodit ut etur?
It eos et alita qui dipsunt initae eostium
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ut exerorro optae. Et dolorempos etur?
Quias diorias voluptatia doluptis iust
erum dempor mo vitatus, sin ne pration
sendeni mendund emquodi nis resequi

section of these guidelines on pXX.

fugitiis escipsam eum ipsuntia voluptatio
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volorionsed mo volum conet omnis eos
estem ad enem ipsapienihil illestias
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erfera pra que quam quam.
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remporeium isit audipis quunti ipsunto
tem aut eiume se modit dicipsanto bla
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que ped ut volupta tatemquod ea sitiam
lamus expelent optat.

Image page option Image page option

REPORT TITLE GOES HERE 21 REPORT TITLE GOES HERE 23

FIC ID M O LU P T U R
Quis et quiam voloreniet eosanis duntur,
enda coreium id quo voloribus debis qui
as reium ratio consequ ideris mi, tecatur
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la nimollaut hiciet re ab iligeni dolupta
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con pro mi, sint excest a es volorepres
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mintet quissi senti odiandi onsequate
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serionsed que comnim faccus natur?
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et quae. Ucia ipid quistrume sim net
ullabo. Igenis debis sitas es vel magnim
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et diae verae. Derum nis deliqui qui aut
volorioris nobisquos erferrovid et hit
et et magnien imillorento to min pel
magnime velesequia in re, ut re volorest
ut hillaboribus veritii squiandic to illabo.
Et pration sercid exerchil ipsuntus, quas
entur mo molorit explis re ea volorepudi
aliquosam sit rem dolo evendam vollabo.
Et fugitae sant diciasi simintiae. Quis
ditatem inciis eaque con cus ipiet adia
non et dia cus dolorpori re mos a secercit
ut fuga. Impores alibus consed et pra
nihitatio illam, volut volor re volorerumqui
nume et aut aut aceptas verferum
exerisitatur aborem ium latur rehenis
ute pa que secestintis eres ni nobis idi
veleste nobit mosam quamust exerum
idem et poribusdae. Ovid ut alis porecta
volupti dicimod itasperiores dessit,
nostiore mi, utem ullabo. Remped esto
et, quam, inverio tet laborpore earum et
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con corem debis enducim agnimusam
re moleste delecerupis doluptat am
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apisimus estrum ea solut et voluptam
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voluptam nonsequo ventur? Quibus.

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84 u MAIN MENU
T E MP L AT E S
R E PO RT S REPORT TITLE GOES HERE
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30
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REPORT TITLE GOES HERE
Glossary A – Z
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Glossary page
85 u MAIN MENU
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25
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volorum fuga. Bo. Is et ant.
Question boxes
29
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REPORT TITLE GOES HERE
Q acestiisqui dolorem odiciis tentius ulpa
W HAT S YO UR N A M E ?
london.gov.uk/
Menestrum sitiuri onsent que culparc
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27
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eum comnis ressimos earum rero
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tinusamus, illati blaboresci dolori dolorep
eriorum qui utas mosande sequist
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quam voluptatus es alit aut maxim fuga.
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volorem deliquis explani tiassit aut vel
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uribus am qui tecatem. Hil incilibea
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vendipsunt untiatur?
T E MP L AT E S

TR AFALG A R SQ UA R E
STAG E BR A N DI N G 15140 mm

There are three stage components:

1300 mm
• Header
• Scrims (left and right) E VENT TITLE
• Backdrop E VENT TITLE Stage header

2960 mm 8800 mm
All supporter logos should be applied
in mono. The event title appears in
capitals with x100pt tracking.

Please supply components separately:

4900 mm

5190 mm
• as high-res, print ready PDFs Logo #01 Logo #02 Logo #03

• include Pantone colour references Logo #01 Logo #02 Logo #03
Logo’s appear in

• include crop marks and

the bottom 1/3

Logo #01 Logo #02 Logo #03 Logo #01 Logo #02 Logo #03

10mm bleed Logo #01 Logo #02 Logo #03 Logo #01 Logo #02 Logo #03

• include artwork on a separate

layer to the template guides
• with fonts outlined Stage scrim (left) Stage backdrop Stage scrim (right)

86 u MAIN MENU
T E MP L AT E S

TR AFALG A R SQ UA R E
BALU STR A DE BA N N E R S 3850 mm

There are three templates:

525 mm
• Left-hand side banner
• Right-hand side banner
• Supporters banner
Left-hand side banner

There should be a maximum

of five logos on the supporters
banner. Logos should only
ever appear in mono.

All artwork should be

Right-hand side banner
supplied separately:

• as high-res, print ready PDFs

• a quarter of the actual size
(7700mm x 1050mm)
• include Pantone colour references
• include 100mm bleed
Supporters banner
• with fonts outlined (Can appear either side for the square)

87 u MAIN MENU
T E MP L AT E S

S EC U R I T Y PAS S E S
67mm

Security passes always have top level

Mayor of London branding. The ‘AAA’
must be clear and sit at the centre of
the design.

Please ensure security passes

are supplied separately:

• as a high-res, print ready PDF

97mm
• in CMYK colours
• Include crop marks allowing
3mm bleed
• with fonts outlined

88 u MAIN MENU
T E MP L AT E S
600mm

FE AT H E R F L AG S

Feather flags can use full colour with

illustration or photography. Please
ensure photos sit within the image
container beneath the event title.

Any extra supporter logos should

appear at the bottom of the banner
in mono at a third of the width of the E VENT E VENT
Mayor of London logo. TITLE TITLE

2060mm
Please ensure feather flags
are supplied separately:

• as high-res, print ready PDFs

• include crop marks allowing

Image container
10mm bleed
• with the template guide on a
separate layer
Logo’s appear in
the bottom 1/3

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T E MP L AT E S

M ARQ U E E S I G N AG E

For all Trafalgar Square events there

are two standard marquee header
sizes:

• 5x5 (5050mm x 450mm)

• 3x3 (3040mm x 370mm)

The Mayor of London logo is not

required as part of the design.

All artwork should be supplied:

• as high-res, print ready PDFs

• a quarter of the actual size
• include Pantones colour references
• Include crop marks allowing
3mm bleed
• with fonts outlined

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T E MP L AT E S

A1 P ROGR A M M E B OA R DS
594 mm

Programme boards should be text only

with a solid background colour.

Any additional supporter logos should C E LE B R ATE C E LE B R ATE

E VE NT TITLE E VE NT TITLE
appear at the bottom of the board in
mono and be a third of the width of the MAIN HE ADLINE SCHEDULE
Mayor of London logo. 2 line descriptor (max) Introducing children to the shared
custom of head covering
Key info (pull-out)
Storytelling times every 20 minutes

All artwork should be supplied:

841 mm

12:30 – 12:45 15:10 – 15:25

12:50 – 13:05 15:50 – 16:05

• as high-res, print ready PDF’s

13:10 – 13:25 16:10 – 16:25

13:50 – 14:05 16:30 – 16:45

• include Pantone colour references 14:10 – 14:25 16:50 – 17:05

• include crop marks allowing 14:30 – 14:45 17:10 – 17:25

14:50 – 15:05 17:30 – 17:45

3mm bleed
• with fonts outlined

Logos appear in
the bottom 1/3
91 u MAIN MENU