SC and RMC Brand Guidelines - The Sea Cadets

Sea CadetS 

Brand Guidelines

ContentS 

sea Cadets 

01.00 Basic elements 

01.01 Our logotype 

01.02 Exclusion area & lock-up 

01.03 Minimum size 

01.04 Logotype & reverse logo 

01.05 Do’s & Dont’s 

01.06 Our symbol 

01.07 Our crest 

01.08 Our typefaces 

01.09 Photography use 

01.10 Our colours 

royal Marines Cadets 

01.00 Basic elements 


01.02 Exclusion area & lock-up 


01.04 Logotype & reverse logo 

01.05 Do’s & Dont’s 

02.00 stationery 

02.01 Letterhead 

02.02 Business cards 

02.03 Compliment slips 

03.00 documentation 

03.01 Spelling 

conventions 

03.02 Document cover 

03.03 Template 

03.04 Agenda 

03.05 Annex-minutes 

03.06 Annex-update 

03.07 Meeting & events 

03.08 Memo 

03.00 documentation 

03.01 Document cover 

04.00 Printed items 

04.01 Grids 

04.02 Writing style 

04.03 Device 

04.04 Use of device 

04.05 Using imagery 

with device 

04.06 Leaflet 

04.07 Adverts 

04.08 Banner 

04.07 Pop-ups 

04.08 Certificate 

05.00 signage 

05.01 Units 

03.00 Printed items 


03.02 Device 

03.03 Use of device 

03.04 Using imagery 

with device 

03.05 Pop-ups 


06.00 livery 

06.01 Van 

06.02 Boat 

07.00 apparel 

07.01 T-Shirts 

07.02 Polo 

07.03 Fleece 

08.00 digital 

08.01 Website 

08.02 Powerpoint 

08.03 Email signature 

04.00 apparel 

04.01 T-Shirts 

Breathe life 

into the brand. 

Sea Cadets 

Royal Marines Cadets 

introduction 

The new sea Cadets/rMC identities have been 

created to reflect a modern, dynamic youth 

organisation. it forms an integral part of a 

larger exercise to raise our profile and audience 

perceptions by adopting a more focused and 

visually aware communications approach. 

it helps strengthen the credibility of us as 

an organisation. also it provides differentiation 

from our competitors. 

These guidelines clearly set out how the 

various elements of the identity are to be used, 

in different application. it is absolutely essential 

that they are followed at all times in order to 

maintain the required consistency and impact. 

Templates for the designs that are in this pack 

can be found at: www.sccheadquarters.com 

under Marketing & Pr tools. You can use these 

to help your designer/printer to understand 

how the brand should appear Or you can order 

these items through the Communications team: 

Telephone: 020 7654 7000 or 

email: marketingsupport@ms-sc.org

01 

BaSiC 

elementS 

There are five basic elements 

which form the visual identity 

of Sea Cadets. These are 

the logotype, symbol, crest, 

corporate typefaces and 

corporate colours. 

This section explains each of 

the basic elements and their 

application. 

Logo Type 

The new identity consists of 

two elements: the logotype 

and symbol. 

Exclusion area & lock up 

The identity is displayed 

to its best effect when 

positioned in its own clear 

space. An area around the 

logotype and symbol has 

been defined which must 

remain clear of graphic 

elements, which detract 

from the marque. 

Minimum size 

The logotype and symbol 

must always have maximum 

impact. Its space is limited 

20mm is the minimum size 

for reproduction. 


Identity guidelines 


01.02 exclusion area & lock-up 


S 

20mm 

S 

S 

S

06/07 

Colour 

—Pantone 312U 

—C96 M0 Y11 K0 

—R0 G175 B219 



01.04 logo type 

and reverse use 

Here are a few examples 

of how not to use the Sea 

Cadet logo. 

To ensure that you don’t 

distort the logo please 

use the correct file format. 

Remember that a jpeg can 

not be made bigger than its 

original size and the quality 

of a jpeg can vary. 

An EPS file or Tiff is best if 

you are creating large items 

as these files can be made 

larger proportionally, always 

ask the Communications 

Team or professional 

designer for guidance. 



01.05 do’s & dont’s 

SEA 

CAdEtS 

Never use other typefaces 

for the logo type, as it has 

been specially designed. 

Never add shadows to 

the symbol or logtype. 

Qui nus mi, quaes eius necturem. Sus et am, optate dis nos autem harum doloribus, sit qui 

tem. It facculparum doluptiae pro ipsame voluptat qui dion ex erundit, nissequ undunti 

istemodi te laccaec ernatem re molorat qui aut eratur ma iligent qui con etur? 

Hit re quod ut represto 

quasimus. 

Soluptatati ipsapero ommo 

deles alignatem velita 

quasi dunt, to culpa dis non 

culparcimus con excea 

sita volorum re corem est 

fuga. Hitium ariostecum 

ea doluptatior magnatis ea 

sundit aliqui conseque eris 

estia que et officae pre perum ne nonecerum doloreiunt experiat ut andio quundi cullaccum 

id quaspero eosam a queDam re aut porest quatem quos abor rest, quuntisci bernat eos non 

cusdaer chilluptas ea voluptam escium quos pra sum rereiciendes qui dolecto taturerchit ex 

eum il molenem. Cimet dolutatis eicias utemodit, quibus aut experumqui omnihitati aceptat 

accusAnimos ulligna musdam repel magnis sitatum nes dis expla vid utem harcips apisquiae 

magni corempero tes ea vollit int aut reped erchil idipicae qui nis nissin nesciet aut incium 

qui inctore nobit ant invellatis utecerfero volorpo remporae dolorrum faccullis cullest, ea 

volorem porepud itissim nonsequamus asped quaturia dolum utest, ipite a cupti omnis dita 

sae. Nem denectemos et ipsae sae dolupti reserum quaectatur? 

Estrum incius aci nonse num, aliquunt officiust dio est, ipsa vellabo riaectat im voluptas et 

aut dolor ratia volupta quoditi onsequi sit doloruntis maximaio tempedis magnihilique por 

Always observe the 

exclusion zones that protect 

the symbol and logotype. 

sam, que volupti corposa perchic tentur, ullaccu saperios imint aliquos is nus. Unt fuga. 

Ulligenime omnis reic te pa sim ut perum re doloresedi sae porrore nosam quia invendae. 

Unt ex et quatia solorescidi ipsa sequias sitae eictam aut apid que pro eos eturectas si delis int 

et ilis eatinveliqui debit ut occatur? Lecepro et ma volupta sperum quaes ipsum si restorum 

volorae dus es volu 

Never distort the symbol 

or logtype. 

Never change the symbol 

size in proportion to the 

logotype. 

Never position the symbol 

away from the left of the of 

the logotype. 

Never twist the symbol it 

should always stay true 

to the logotype.

08/09 

A symbol has been drawn 

to add visual interest to 

the identity. 

Certain key application use 

a specific coloured symbol 

e.g. stationery. 

The symbol can also be 

used as a graphic pattern. 

Providing visual impact on 

various applications e.g. 

sails. 

Note 

Under no circumstances 

should the symbol be 

altered or hand drawn 

in any way. 



01.06 Our symbol 

MSSC identity guidelines 

Sea Cadets

10/11 

simple Crest 

The simple crest is 

for external use. 

The Sea Cadets crest 

has been re-drawn 

to help reproduction. 

There are two colour 

versions. Single colour: 

—Pantone 312 

—C96 M0 Y11 K0 

—R0 G175 B219 

embellished Crest 

The embellished crest is to 

be used inconjunction with 

internal documents. 

The Sea Cadets crest 

has been re-drawn 

to help reproduction. 

There are two colour 

versions. Single colour: 


—C96 M0 Y11 K0 

—R0 G175 B219 



01.07 Our crest 

CMYK Black 

CMYK Black 

Pantone 312 

Pantone 312 

Pantone 312 

Pantone 312 

Replica 

The corporate typeface 

is another way of ensuring 

consistency within the 

visual identity. 

The primary typeface 

Replica has been chosen 

for use across all media. 

Replica is to be used 

as a title font only e.g. 

Headings/ Key messages. 

Helvetica Neue LT Pro 

Helvetica has been chosen 

as the secondary typeface 

two weights of Helvetica 

are recommended. 

Helvetica is to be used 

in body copy and all other 

media where Replica is 

not used. 

Arial 

Arial is the third choice 

typeface only to be used 

when Helvetica Neue LT 

Pro is not available. 

Arial is also the 

default typeface for 

all correspondence. 



01.08 Our typefaces 

Replica-Bold 

Regular 

abcdefghijklmnopqrstuvwxyz 

aBCdeFGHiJKlmnoP 

QRStUVWXYZ 0123456789 

Helvetica Neue LT Pro 

55 Roman 


ABCDEFGHIJKLMNOP 

QRSTUVWXYZ 0123456789 

Helvetica neue lT Pro 

75 Bold 


aBCdeFGHiJKlMnOP 

QrsTuVWXYZ 0123456789 

Arial 

Regular 



QRSTUVWXYZ 0123456789 

Arial 

Bold 



QRSTUVWXYZ 0123456789

12/13 

Photographs are part of the 

brand identity. Photographs 

used should be of a good 

general quality and well 

captioned, to identify 

what the photograph 

shows. Photo’s should 

not be pixalated or appear 

distorted or out of focus. 

The picture should be 

interesting to non Sea 

Cadet viewers as well. 

Photographs that will be 

used in print format must 

be a minimum of 300dpi. 

If you are emailing photo’s 

never embed them into a 

document or the email. 

always seek permission 

of the person/s who 

appear in the photo before 

using. if they are under 

18 you will need to refer 

to the MssC photography 

policy. 



01.09 Photography use 

How to crop photographic 

imagery correctly.

14/15 

Primary Colours 

PMS 312 is the overall 

Sea Cadet colour. 



01.10 Our colours 

PMs 

312 

Black 

White 

CMYK 

C96 M0 Y11 K0 

rGB 

R0 G175 B219

02 

StationeRY 

This section shows examples of 

key items of stationery. 

Letter and documents should be 

typed in designated corporate 

typefaces and layout as specified 

on the following pages. 

Brand Guidelines 

02.00 stationery 

02.01 Letterhead 



This page shows examples 

of key items of stationery. 

In order to project a unified 

and professional image 

it is important to follow 

a standardised system 

of stationery presentation. 



02.01 letterhead 

0 

5 

50 

Sea 

CadetS 

John Simpson 

Partner 

SEA Design 

70 St John Street 

London 

EC1M 4DT 

 

 

 

 

 

 

 

 

Dear Sir, 

 

Date 

27 January 2010 

Corporate visual identity management involves the planned maintenance, 

assessment and development of a corporate visual identity as well as associated 

tools and support, anticipating developments both inside and outside the organization, 

and engaging employees in applying it, with the objective of contributing to employees’ 

identification with and appreciation of the organization as well as recognition and 

appreciation among external stakeholders. 

 

Special attention is paid to corporate identity in times of organizational change. 

Once a new corporate identity is implemented, attention to corporate identity related 

issues generally tends to decrease. However, corporate identity needs to be managed 

on a structural basis, to be internalized by the employees and to harmonize with future 

organizational developments. 

 

Efforts to manage the corporate visual identity will result in more consistency and the 

corporate visual identity management mix should include structural, cultural and strategic 

aspects. Guidelines, procedures and tools can be summarized as the structural aspects 

of managing the corporate visual identity. 

 

However, as important as the structural aspects may be, they must be complemented 

by two other types of aspects. Among the cultural aspects of corporate visual identity 

management, socialization – i.e., formal and informal learning processes – turned out to 

influence the consistency of a corporate visual identity. Managers are important as a role 

model and they can clearly set an example. This implies that they need to be aware of the 

impact of their behavior, which has an effect on how employees behave. If managers pay 

attention to the way they convey the identity of their organization, including the use of a 

corporate visual identity, this will have a positive effect on the attention employees give 

to the corporate visual identity. 

 

 

Yours Sincerely 

 

Samantha Shaw 

Head of Communications & Media 

Patron: HM The Queen 

A charity registered in England and Wales 

313013 and in Scotland SC037808 

117.5 

202 Lambeth Road 

London SE1 7JW 

 

sea-cadets.org 

162.4 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 

info@ms-sc.org 

210 

48.5 

48.5 

292 

297

18/19 

Business cards 

Single colour 

& four colour 

Single colour 




0 

4 



 

 

 

Telephone 

020 7654 7006 

Mobile 

07799 657 410 

Fax 

020 7928 8914 

Southern Area Sea Cadets 

HMS NelSON 

Queen Street 

Portsmouth PO1 3HH 

Telephone 02392 724 938 

Fax 02392 877 316 


44 

samantha shaw 

Head of Communications 

& Media 

 

 

email 

sshaw@ms-sc.org 

 


Janette Bartlett 

Finance, Infrastructure 

& Business Projects Officer 

Email jbartlett@ms-sc.org 

A charity registered in england and Wales 


44 

0 

4 

21 

35.1 

Acharityregistered in England and Wales 




Compliment slip 




0 

5 

50 





CadetS 

117.5 



 


With Compliments 

162.4 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 


210 

48.5

03. 

doCUmentation 

The following are examples 

for layout style only. 

The charity has a number 

of frequently used names, 

titles and acronyms. Below 

is a non-exhaustive list of 

the most common, with the 

recommended spelling: 



03.01 spelling 

conventions 

a. The Marine society & sea Cadets should be referred to 

by its acronym MSSC. If used in full it should be written with 

‘&’ (ampersand, not ‘and’) in the title. 

b. The charity’s elected Council is capitalised. 

c. sea Cadets is written with a capital ‘s’ and a capital ‘C’. 

When referred to generally, cadets are not capitalised: e.g. 

‘In true naval tradition, cadets earn promotion as their skills 

increases.’ 

d. sea Cadet units should be written with a capital ‘u’. 

e. When referring to a training ship, name of unit or Royal Navy 

assets use lower case, i.e. Ts ark royal or HMs ark royal 

f. Use a capital ‘I’ for ‘instructor’ when referring to a title or 

rank, otherwise a small ‘i’. 

g. Members (historically called Governors in the Marine 

Society) of the MSSC are capitalised: ‘Become a Member 

today!’ 

h. Job Titles and nautical/Military ranks are capitalised 

when they refer directly to a person: i.e. Captain Ken Owen. 

When the title holder remains unidentified , it is lowe case: 

‘The captain welcomed me.’ 

i. unit Chairmen (uC), and the unit Management Committee 

(uMC) are capitalised, as are Commanding Officers (CO) 

or Officers in Charge (OiC), because they are all titles or 

ranks. Being a member of the UMC is not a title or rank, 

so is not capitalised. 

j. royal navy is capitalised. When referred to casually it is still 

capitalised: ‘We relied on the navy.’ However, the adjectival 

form is not capitalised: i.e. naval power.

22/23 

document cover 

White background 

These are document covers 

and can be used with a 

range of items and can 

appear in A4/A5. 

The typeface to be used 

throughout all material 

is arial. 

The point size for the 

Appendix and Edition 

is 11pt. 


Title and Date is 36pt. 


sub-heading is 14pt. 



03.02 document cover 

0 

12.5 

Appendix 

Edition 

TITLE 

DATE 

SUB HEADING 



Telephone 

020 7654 7006 

www.ms-sc.org 




78.5 

126.5 

292 

297 


PMS 312 background 

0 

12.5 

Appendix 

Edition 

TITLE 

DATE 

SUB HEADING 



Telephone 

020 7654 7006 

www.ms-sc.org 



313013 and in Scotland SC037808

24/25 

Templates for the following 

have been created, 

please contact the 

MSSC HQ or visit: www. 

sccheadquarters.com 

a. Positioning on page 

All items are left justified, 

nothing is centred 

b. Margins 

Use 31.5mm left and 

5mm right margins. 

Use 7.5mm top and 

5mm bottom margins 

for all documents, and 

header footer margins 

of 1.25cm for page 

numbers. 

c. Font 

Arial 

d. Point size 

11 or 12 

e. Headings 

Main headings should 

be no larger than point 

15, bolded and in upper 

case. Sub headings 

found in documents 

should be in point 11 

or 12 bolded and in 

sentence case. 

f. Body copy 

point size for body copy 

is point 11 or 12 

g. spacing 

the spacing between 

lines should be 1(single 

line spacing) or 1.5. 1.5 

is preferable as it is easier 

to read, however if you 

have a lot to say and don’t 

want to go over a page, 

single line is acceptable. 

h. underlining 

do not use underlining 

i. italics 

do not use italics unless 

you are referencing a 

source 

j. Front page 

when appropriate a front 

page should be inserted. 



03.03 letterhead 

letterhead 

0 

31.5 

50 

A meeting of the Council will take 

place at 202 Lambeth Road at 10.30 

on Thursday 25 November 2010 

Time Item 







VAT No. 

123123 123 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 


Resp 

– Council 

– CEO/Chair 

Welcome and apologies for absence Chair 

Minutes and matters arising not covered elsewhere – 

in the agenda 

To note the draft minutes of: Chair 

Council composition Chair 

– CEO 

Finance report and budgets CEO/DoF 

Quarterly update and forecasts 

Offshore update CSC/OC 

CEO Report CEO 

Action plan and progress report 

Activity reports: – 

Any other business CEO/CSC 

Date of next meeting – 

24 February 2011, 10.30am 

117.5 

140 

162.4 

185 

205 

210 

48.5 

292 

297 

agenda template 



03.04 agenda 

A meeting of the Council will take 

place at 202 Lambeth Road at 10.30 

on Thursday 25 November 2010 

Time Item 







VAT No. 

123123 123 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 


Resp 

– Council 

– CEO/Chair 

Welcome and apologies for absence Chair 

Minutes and matters arising not covered elsewhere – 

in the agenda 

To note the draft minutes of: Chair 

Council composition Chair 

– CEO 

Finance report and budgets CEO/DoF 

Quarterly update and forecasts 

Offshore update CSC/OC 

CEO Report CEO 

Action plan and progress report 

Activity reports: – 

Any other business CEO/CSC 

Date of next meeting – 

24 February 2011, 10.30am

26/27 

annex 

Minutes template 



03.05 annex-minutes 

Minutes of the meeting of the 

Council held on 22 July 2010 

at 202 Lambeth Road 

Present 

31/10 Welcome and apologies for absence 







In Attendance 

32/10 Minutes of the last meeting and matters arising not 

covered elsewhere in the agenda 

Matters arising not covered in agenda business: 

35/10 To note the minutes of the last meetings of the: 

37/10 Annual Court agenda 

38/10 Memorandum of Understanding status 

39/10 Approval of statutory accounts 

40/10 Quarterly fi nance briefi ng 

41/10 CEO report 

VAT No. 

123123 123 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 


annex 

update template 



03.06 annex-update 

MSSC Council 

Title 

Training update 

Summary 

Recommendations 

Author 







VAT No. 

123123 123 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 

info@ms-sc.org

28/29 

Meeting and 

events calender 



03.07 Meeting & events 

Meeting and event dates 2011 







Subject Meeting dates 

Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 


Council 24/02 19/05 21/07 23/11 

(MSSC HQ) (1030) (1030) (1030) (1030) 

(Thurs) (Thurs) (Thurs) (Thurs) 

National Sea Cadet 08/03 13/09 

Advisory Coucil (1030) (1030) 

(MSSC HQ) (Tues) (Tues) 

MN Liason TBA 

Committee 

(MSSC HQ) 

Vice Presidents 07/07 (11am) 

Meeting (Thurs) 

(HQS WELLINGTON) 

Subject 

Events 

Royalist Regatta 10–11 May 

(Portsmouth) (Tues/Wed) 

AGM (followed by Annual 12/10 (Wed) 

Svs for seafarers 

(HMS PRESIDENT) 

Trafalgar Day 23/10 (Sun) 

(London) 

VAT No. 

123123 123 

Memo 



03.08 Memo 

Memo 

To 

John Simpson 

From 

Samantha Shaw 

RE 

Meeting 

Date 

13/12/2010 







Telephone 

020 7654 7000 

Fax 

020 7928 8914 

Email 

info@ms-sc.org

04. 

PRinted itemS 

These are an introduction to 

designers, not for individual use. 

We encourage you for design 

support to get in touch with HQ, 

as we have produced a number 

of templates for you to use. 

Grids over view 

In order to project a unified 

and professional image 

it is important to follow a 

standardised system of 

presentation. This section 

is a guide to the production 

of literature, advertising and 

reports. 

A grid has been developed 

so all information is 

consistently layed out. 



04.01 Grids 

A1 Grid 

Large posters 

Bus shelter adverts

32/33 



04.01 Grids 

A2 Grid 

Large posters 

Bus shelter adverts 

A4 Grid 

Magazine Adverts 

Brochures 

Newsletters 

99 x 210mm Grid 

Leaflet 

A3 Grid 

Posters 

A5 Grid 

Wallet inserts 

A6 Grid 

Postcard 

A1 

10mm 

78.5mm 



04.01 Grids 

45mm 20mm 

121mm 10mm 

28.5mm 

20mm

34/35 

A2 

5mm 

43mm 



04.01 Grids 

21mm 

60.5mm 5mm 

11mm 

12mm 

11mm 

A3 

4mm 

27.5mm 



04.01 Grids 

16mm 6mm 

42.5mm 4mm 

8.5mm 

6mm

36/37 

A4 

2.5mm 

21.5mm 



04.01 Grids 

12.5mm 

Booklet 

30mm 2.5mm 

5mm 

6.5mm 

5mm 

Third A4 

2mm 

14.333mm 



04.01 Grids 

8mm 8mm 

19.25mm 2mm 

Third A4 fold leaflet 

8mm 

8mm

38/39 

A5 

2.5mm 

15.75mm 



04.01 Grids 

7.5mm 

Booklet 

20.5mm 2.5mm 

5mm 

6mm 

5.75mm 

A6 

2mm 

14.333mm 



04.01 Grids 

7.5mm 4mm 

19.25mm 2mm 

4mm 

4mm

40/41 




Writing style 

The writing style of the brand should be 

short and succinct. The content should 

reinforce our core ethos and messaging. 

Shorter is better, avoid long sentences 

and use shorter paragraphs to break 

up long stretches of text. Don’t use 

unnecessary or long words when 

less is more. 

Impact 

Issue 

aGed 10—18? 

Get a head start in life and join Sea Cadets. 

Go to sea, learn to sail, do adventure 

training and get extra qualifications. 

Patro 

A cha 

3130

42/43 

Our visual identity needs 

to stand out and be 

recognisable. That is why 

we have developed a 

horizontal device as part 

of our public facing identity. 

The device creates an 

opportunity to separate text 

from surrounding imagery 

Title — Replica, Capital letters 

Copy — Helvetica LT Pro 

Address — Helvetica LT Pro 

Charity Registration — 

Helvetica LT Pro 



04.03 device 

Get on BoaRd and HelP 

tHe neXt GeneRation 

Accum dolum iusciliquat wisi blam quipsum 

zzrit ese dolore consequam iliquam, velesto dit 

velestie er iriusto dolore te feui tin velenim zzrit 

adit alit irit wis nonsent inis nonsed te dolesecte 

digna feumsandre moloreetue vel irit, sectem 

doloreet vel dipsum dunt nisim eumsandreet lam 

verosto odolobore el utat. Duis diamcon sectet la 

faccum ea alis ex ex esse min eratuero odolorem 

ad modolum auguerilisit aliquat iure ming etue 

dit el utat wis at del ercin enim alit amcon elit ea 

adigna consecte ming ea consecte con utet, 

quat, si tis num dunt ulla feugue dolorercipit init 

wis nisl 



Telephone 

020 7654 7006 

www.ms-sc.org 

Equam nummodo endre do odo dunt ute 

commolore magna consed do eumsand 

rerostrud tet, quis amcommo doloreet, quat. 

Duis dolesectetum vullan eui et nos elenibh et 

nonsed enis nonsent wisit atue dolessi. 




GettinG 

inVolVed 

Supporting the Sea Cadets

44/45 

Use of device 



04.04 use of device 

A1 

A2 

A4 

Third A4 

A3 

A5

46/47 

How to use imagery 

with the device. 



04.05 using imagery 

with device 

Select an image to be used. 

Correct use of imagery with device. 

Select an interesting area to crop that 

doesn’t hinder the image with the device. 

Examples of correct use 

of imagery. 















wis nisl 



Telephone 

020 7654 7006 

www.ms-sc.org 









GettinG 

inVolVed 

Supporting the Sea Cadets

48/49 

Outside Leaflet 

Inside Leaflet 



04.06 leaflet 

donationS 

Con ulputpat. Rat utpat. Uptatisi. Agna feugue conulla 

ndreet landre molutpate is et dolut do odiat iliquamet 

iustrud dit ent vel utet lam et nis adi modiamet la alis 

niam dolore magna commy non er sim diat. 

— £20 Will pay for a life jacket 

— £50 Can help pay for the heating of a Sea Cadet Unit 

— £100 Will pay for a new set of oars for a pulling boat 

— £250 Will send a Sea Cadet on a week’s trip on a 

flagship TS Royalist 

— £1,000 Will help make vital health and safety 

upgrades for a unit 

— £2,000 Will buy a new boat for a unit—which will have 

a useful life of at least 25 years, serving hundreds of 

cadets. 

Your local unit is: 

Sea CadetS 


ndreet landre molutpate modiamet la alis niam dolore 

magna commy non er sim diat. 

Pissit am, vel ut vullamet, consequis estrud modio dolor 

adigna feugait am quam do et praessi tem zzrilla orting 

ea faciduisit inibh ercipis molobortio et nis adipisim iure 

velis alit lamet alisism oluptat ad te magnit wis et dolut 

do odiat iliquamet iustrud dit ent vel ciduisit inibh ercipis 

molobortio et nis adipisim iure velis alit lamet alisism 

oluptat ad te magnit wis et adipisim iure velis alit lamet 

alisism oluptat iliquamet iustrud dit ent vel ciduisit inibh 

ercipis molobortio et nis adipisim iure velis alit lamet 

alisism oluptat ad te magnit ad te magnit wis et dolut do 

odiat iliquamet iustrud dit ent ve utet lam, se feugait lum 

enibh esendio nsequam ipis eummodo. 

Oluptat 

Con ulputpat. Rat utpat. 

Uptatisi. Agna feugue 

conulla ndreet landre 

molutpate. 






Telephone 

020 7654 7006 

Fax 

020 7928 8914 

www.ms-sc.org 

oUR HiStoRY HoW Can 

i Get inVolVed 



magna vel utet t praessi tem zzrilla orting ea faciduisit 

inibh ercipis molobortio et nis adipisim iure velis alit 

lamet alisism oluptat a commy non er sim diat. Pissit 

am, vel ut vullamet, consequis estrud modio dolor 


ea faciduisit inibh ercipis molobortio ait am quam do 

et praessi tem zzrilla orting ea faciduisit inibh ercipis 

molobortio et nis. 

Adipisim iure velis alit lamet alisism oluptat ad te magnit 

wis et dolut do odiat iliquamet iustrud dit ent vel utet 

t praessi tem zzrilla orting ea faciduisit inibh ercipis 


oluptat ad te magnit wis et dolut do odiat iliquamet 

iustrud dit ent vel utet lam et nis adipisim iure velis 

alit lamet alisism oluptat ad te magnit wis et dolut do 

odiat iliquamet iustrud dit ent vel utet lam, se feugait 

lum enibh esendio nsequam ipis eummodo. lam et nis 

adipisim iure velis alit lamet alisism oluptat ad te magnit 

wis et dolut do odiat iliquamet iustrud dit ent vel utet 

lam, se feugait lum enibh modo. 

Oluptat 


Uptatisi. Agna feugue 

conulla ndreet landre 

molutpate. 

GettinG 

inVolVed 

Supporting the Sea Cadets 



magna commy non er sim diat. 

Volunteering 







iustrud dit ent vel utet lam et nis adipisim iure velis alit 

lamet alisism oluptat ad te magnit wis et dolut do odiat 

iliquamet iustrud dit ent vel utet lam, se feugait lum 


Molobortio 







iustrud dit ent vel utet lam et nis adipisim iure velis alit 

lamet alisism oluptat ad te magnit wis et dolut do odiat 

iliquamet iustrud dit ent vel utet lam, se feugait lum 


Oluptat 


Uptatisi. Agna feugue.

50/51 

a 

Four colour advert with 

band. 

b 

Single colour advert. 



04.07 adverts 

a 

b 









Get on BoaRd 

and HelP tHe 

neXt GeneRation 

Be aPaRt oF it 

Illa consendio el ing eugait alis nummolore 

dolore duissit, veliquam init ercilis cidunt 

prat at augiamc onsequatum vercipis ad 

dionsed duip er ing eum vulpute dolortin 

etueros dolorperos nullaore del dolore 


CadetS 







wis nisl 



Telephone 

020 7654 7006 

www.ms-sc.org 

dionsecte magnim vercipit wismodo 

etuerit illut ip et lum velit utat, conse corero 

et luptat lummolor sed eum zzrilit non vel 

in velisi tet, quat, consent loborem dit ad 

ex enim iriure dunt lore consequi tet wis 



Telephone 

020 7654 7006 

www.ms-sc.org 









nisit wisis aliscil lamcon heniat. Duis nullam 

eugiamet, sectet velenit dolore faci tet 

augiat, quismod tatie verilla autpat, quat 

luptat verilla orperci tem init ut il 




52/53 

Banner 



04.08 Banner 

DO MORE... 

JOIN SEA CADETS 


A charity registrered in England and Wales 


DO MORE... 



DO MORE... 







54/55 

Pop-Ups 



04.07 Pop-ups

56/57 

This certificate can be used 

for Unit awards etc and 

complements the nationally 

branded certificates issued 

via the Training dept. This is 

available from: 








05. 

SiGnaGe 

Unit signage 

Here is an example of how 

unit signage should look. 



05.01 units 

SEA CADETS REIGATE 

TS ARK ROYAL 

sea-cadets.org/reigate 01737 763901 

Registered charity: 305108

06. 

liVeRY 



06.01 Van 

UNIT NAME HERE

62/62 



06.02 Boat

07. 

aPPaRel

66/67 



07.01 T-shirts 

T-Shirts Polo shirt and fleece 



07.02 Polo 

07.03 Fleece

08. 

diGital 

Website 



08.01 Website

70/71 

Powerpoint templates 



08.02 Powerpoint 

Front Slide — Title Page Bullet Points Large Image with Description 

Table 

Large Text Small Picture, Text with Description 

Back Slide — Contact Details 

Small Picture with Description 

2x Small Pictures with Description

72/73 

Email signature 

Font 

Arial 

Point size 

9/10 

Colour 

Grey 

Please note 

This refers to how the email 

should appear laid out . 

Insert your own name, unit 

name, address/email and 

website. Please also include 

your charity number NOT 

your unit number. 

Please do not insert the 

logo or crest into email 

signatures 

Visual of email signature 



08.03 email signature 

Dear John, 

Pidi doluptam etur, as si ulparum illoribus. 

Nis exeria volor moloruptas ut eos earum velit in estionsed molupiciis 

dolupta consendicil ma cum seque restrum eum facea quia idunte 

necto et ut ad experor aut ame destiat istius. Met, omnimint. Ceariae 

litia volorem eum vellis et ad utem soluptatus. 

Ficia cus. Adis molut quid undi omnisim et, nem del iditibe rumque offici 

coreiur? Met omnia voluptaest di beatis cum vel ipis ex escidiatint dus 

consere struptatia dolore vitiam libeaquas voluptatus, omnistios que sum 

harchil litibus dus saeperrovita quo qui bercima gnisimi nvendae cuptae 

recus. 

Bore delic to conem fugiae is veles ma cullorit ratemquas sitibus que 

niminis cienducim imaximi, qui sita netus ratur? 

Kind Regards 

Samantha 

 

 

Samantha Shaw | Head of Communications & Media 

MSSC | 202 Lambeth Road | London | SE1 7JW 

T: 020 7654 7006 | M:07799657410 | F:020 7928 8914 

E: sshaw@ms-sc.org www.ms-sc.org 

A charity registered in England & Wales: 313013, Scotland: SC037808 



08.04 newsletter header 

newsletter

01 

BaSiC 

elementS 

There are five basic elements 

which form the visual identity 

of Sea cadets/RMC. These 

are the logotype, symbol, 

crest, corporate typefaces 

and corporate colours. 

This section explains each of 

the basic elements and their 

application. 

Logo Type 

The new identity consists of 

two elements: the logotype 

and symbol. 

Exclusion area 

& lock up 

The identity is displayed to its 

best effect when positioned 

in its own clear space. An 

area around the logotype and 

symbol has been defined 

which must remain clear of 

graphic elements, which 

detract from the marque. 

Minimum size 

The logotype and symbol 

must always have maximum 

impact. Its space is limited 

20mm is the minimum size 

for reproduction. 




01.02 exclusion area & lock-up 


20mm

78/79 

Colour 


—C68 M0 Y100 K24 

—R67 G158 B57 



01.04 logotype 

& reverse logo 

Here are a few examples 

of how not to use the Sea 

Cadet logo. 



01.05 do’s & dont’s 

Never add shadows to 

the symbol or logtype. 

RoyAl 

MARinES 

CAdEtS 

PARt of thE SEA CAdEtS 

Never use other typefaces 

for the logo type, as it has 

been specially designed. 

Never distort the symbol 

or logtype. 

Qui nus mi, quaes eius necturem. Sus et am, optate dis nos autem harum doloribus, sit qui 

tem. It facculparum doluptiae pro ipsame voluptat qui dion ex erundit, nissequ undunti 

istemodi te laccaec ernatem re molorat qui aut eratur ma iligent qui con etur? 

Hit re quod ut represto 

quasimus. 

Soluptatati ipsapero ommo 

deles alignatem velita 

quasi dunt, to culpa dis non 

culparcimus con excea 

sita volorum re corem est 

fuga. Hitium ariostecum 

ea doluptatior magnatis ea 

sundit aliqui conseque eris 

estia que et officae pre perum ne nonecerum doloreiunt experiat ut andio quundi cullaccum 

id quaspero eosam a queDam re aut porest quatem quos abor rest, quuntisci bernat eos non 

cusdaer chilluptas ea voluptam escium quos pra sum rereiciendes qui dolecto taturerchit ex 

eum il molenem. Cimet dolutatis eicias utemodit, quibus aut experumqui omnihitati aceptat 

accusAnimos ulligna musdam repel magnis sitatum nes dis expla vid utem harcips apisquiae 

magni corempero tes ea vollit int aut reped erchil idipicae qui nis nissin nesciet aut incium 

qui inctore nobit ant invellatis utecerfero volorpo remporae dolorrum faccullis cullest, ea 

volorem porepud itissim nonsequamus asped quaturia dolum utest, ipite a cupti omnis dita 

sae. Nem denectemos et ipsae sae dolupti reserum quaectatur? 

Estrum incius aci nonse num, aliquunt officiust dio est, ipsa vellabo riaectat im voluptas et 

aut dolor ratia volupta quoditi onsequi sit doloruntis maximaio tempedis magnihilique por 

Always observe the 

exclusion zones that protect 

the symbol and logotype. 

sam, que volupti corposa perchic tentur, ullaccu saperios imint aliquos is nus. Unt fuga. 

Ulligenime omnis reic te pa sim ut perum re doloresedi sae porrore nosam quia invendae. 

Unt ex et quatia solorescidi ipsa sequias sitae eictam aut apid que pro eos eturectas si delis int 

et ilis eatinveliqui debit ut occatur? Lecepro et ma volupta sperum quaes ipsum si restorum 

volorae dus es volu

02. 

doCUmentation 

The following are examples 

for layout style only. 


White background 

These are document covers 

and can be used with a 

range of items and can 

appear in A4/A5. 

The typeface to be used 

throughout all material 

is arial. 


Appendix and Edition 

is 11pt. 


Title and Date is 36pt. 


sub-heading is 14pt. 

Appendix 

Edition 

TITLE 

DATE 

SUB HEADING 

Full colour 



Telephone 

020 7654 7006 

www.ms-sc.org 






02.01 document cover 

0 

12.5 

Appendix 

Edition 

TITLE 

DATE 

SUB HEADING 



Telephone 

020 7654 7006 

www.ms-sc.org 




78.5 

126.5

03. 

PRinted itemS 

These are an introduction to 

designers, not for individual use. 

We encourage you for design 

support to get in touch with HQ, 

as we have produced a number 

of templates for you to use. 

Impact 

Issue 




Writing style 

The writing style of the brand should be 

short and succinct. The content should 

reinforce our core ethos and messaging. 

Shorter is better, avoid long sentences 

and use shorter paragraphs to break 

up long stretches of text. Don’t use 

unnecessary or long words when 

less is more. 

GettinG inVolVed 

Get a head start in life and join Royal 

Marines Cadets, learn to sail, do adventure 

training and get extra qualifications. 

Patro 

A cha 

31301

84/85 

Our visual identity needs 

to stand out and be 

recognisable. That is why we 

have developed a horizontal 

device as part of our public 

facing identity. The device 

creates an opportunity 

to separate text from 

surrounding imagery 

Title — Replica, Capital letters 

Charity Registration — 

Helvetica LT Pro 



03.02 device 

aGed 13—18? 

Join RoYal maRineS CadetS 




GettinG 

inVolVed

86/87 

Use of device 



03.03 use of device 

A1 

A2 

A4 

Third A4 

A3 

A5

88/89 

How to use imagery 

with the device. 



03.04 using imagery 

with device 

Select an image to be used. 

Correct use of imagery with device. 

Select an interesting area to crop that 

doesn’t hinder the image with the device. 

Examples of correct use 

of imagery with device. 

aGed 13—18? 

Join RoYal maRineS CadetS 




GettinG 

inVolVed

90/91 

Pop-Ups 

Royal Marine Cadets 


03.05 Pop-ups

92/93 

This certificate can be used 

for Unit awards etc and 

complements the nationally 

branded certificates issued 

via the Training dept. This is 

available from: 


Royal Marine Cadets 






04. 

aPPaRel 



04.01 T-shirts



Telephone 

020 7654 7006 

Fax 

020 7928 8914 

www.ms-sc.org

SC and RMC Brand Guidelines - The Sea Cadets

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