Boat Safety Scheme Brand Guidelines 2023

Email: bss.enquiries@boatsafetyscheme.org

Tel: 0333 202 1000

Our logo and elements

Quick links

This is our logo. It consists of three visual elements:

  • The Roundel.
  • The Wordmark.
  • The Strapline.

Roundel
The roundel symbol is bold and memorable. We’ve designed it to represent boat safety. It may be used alone when the full BSS logo has been previously used on the cover or initial page of the same document or web page.

Wordmark
The wordmark locks with the roundel.

Strapline
When the logo is reduced and the strapline isn’t legible you should use the small logo instead. See small logo and protecting our brand assets for use of small logo.

When to use
The small logo simply comprises of the roundel and wordmark.

Use the small logo when the strapline text wouldn’t be legible or reproduce well.

When to use
Although our primary logo is horizontal, there might be times when it’s impractical or unimpactful to use.

As an alternative, we’ve developed a ‘stacked version’ where the roundel and wordmark are visually balanced to create an impactful lock-up.

Use this logo sparingly, where you can’t use the full logo e.g. for approved sub-brand lock-ups, pictogram tiles, and finger posters.

Before using the stacked logo, please discuss with the BSS. You can contact us through our website www.boatsafetyscheme.org.

Propeller symbol

Used in 3 forms as a BSS identifier:

  • Static propeller.
  • Spinning propeller.
  • Combined.

Static
Use the static propeller with the website, web-app, printed documents, and PDF documents to show hyperlinks.

Spinning propeller – grey only and Combined
Use the spinning and combined propellers to emphasise and enhance the BSS brand in website backgrounds, web-apps, presentations, marketing material, and stationery.

Rotation
When used alone, the propeller can be rotated to suit the design elements it’s combined with.

Static propeller

Spinning propeller – grey only

Combined

Protecting our brand assets

Logo and roundel

Ensuring brand integrity
For maximum visual impact of the identity, it’s important that no other type or images encroach on the space around the logo.

Exclusion zone
An exclusion zone exists so no other elements such as type, graphics, images etc. interfere with the logo’s legibility.

The exclusion zone is defined by the outer width of the ‘full logo’ and is denoted ‘X’.

Protecting our brand assets

Small logo

Ensuring brand integrity
For maximum visual impact of the identity, it’s important that no other type or images encroach on the space around the small logo.

Exclusion zone
An exclusion zone exists so no other elements such as type, graphics, images etc. interfere with the small logo’s legibility.

The exclusion zone is defined by the outer width of the ‘small logo’ and is denoted ‘X’.

Protecting our brand assets

Stacked logo

Ensuring brand integrity
For maximum visual impact of the identity, it’s important that no other type or images encroach on the space around the stacked logo.

Exclusion zone
An exclusion zone exists so no
other elements such as type, graphics, images, etc. interfere with the logo’s legibility.

The exclusion zone is defined by the outer width of the ‘logo’ and is denoted ‘X’.

Welsh version

The BSS is reviewing its Welsh language provision in alignment with the Welsh language policies of the Canal & River Trust. Specifically where documents are very technical, or of specialised content, we’ll use the Canal & River Trust scoring system to identify any information and articles that are to be published in Welsh.

Please contact the BSS Office on 0333 202 1000 or bss.enquiries@boatsafetyscheme.org for further detail if needed.

Logo sizes

When sizing the logo on A size documents, we’ve provided measurements based on the height of the Roundel. You should always adhere to the logo position and these sizes, and place the logo within the modular grid on each application.

Unusual size / format communications:
Of course this rule may not be practical for every eventuality or every piece of communication, such as large horizontal banners, web banners or vehicles, etc. In these instances, you should always consider the function and layout of the communication on an individual basis.

For guidance on logo placement, please see Grid System.

Minimum size

Whilst there’s no maximum size for our logo, you should adhere to a minimum size if you use the logo in print and on screen. This ensures legibility of the symbol and text.

Print
In CMYK print, the minimum size to use our logo is 20mm high. When printing using Pantone colours, the minimum size to use our logo is 15mm high. You can use a small logo (without our strapline) at 7mm high.

Digital
On-screen and in digital presentations the minimum size to use our logo is 50 pixels high. Our preferred minimum size is 100 pixels high.

Brand strapline usage rules

Our brand strapline – derived from research and strategy – is central to our visual identity and informs everything we do. We’ve designed our logo to lock-up with the strapline, and you should almost always use this version

However, there may be some instances when this isn’t practical.
For example, our small use and stacked logos both drop the strapline as part of the lock-up. This ensures maximum legibility and impact when using these logos. In these cases you can use the strapline as a line of text in layouts.

Accreditations and partners

Position
You should always place our partner logos bottom left of collateral when required (the exception to the rule is to move them to the right when allowing for social media logo / icon placement see Digital).

They should be applied to the grid see Grid System.

Sometimes space my be limited, e.g. on business cards. You must use discretion so you don’t spoil the design.

Mistakes can be made

Please apply common sense and design fundamentals when using our logo.
Here are some ways not to use it. If you’re unsure how to use the logo in other ways, please contact the BSS through our website www.boatsafetyscheme.org.

You can use our logo in Solid (BSS Grey and Orange) and white.
See Our Colours for all colour specifications.

Use the Solid logo on white backgrounds and on light imagery if sufficient contrast is ensured.

Use the White logo on brand-coloured backgrounds or dark images where it’ll sufficiently stand out without getting lost.

For advice on applying the BSS’s brand and design guidelines, please contact us through our website www.boatsafetyscheme.org or call: 0333 202 1000.

All diagrams, illustrations, and images aren’t to scale and are for illustrative purposes only.