THE MINI TOOLKIT

HIGGLEDY-PIGGLEDY STREETS WITH NAMES YOU WANT TO SAY OUT LOUD BEAR STEPS, W YLE COP AND GROPE L ANE . A RIVER THAT SCOOPS UP THE TOWN IN A LOOP. BURGER AND FRIES IN A MEDIEVAL CELL AR . T WO BRIDGES, EACH WITH A DIFFERENT NATIONALIT Y. WONK Y BUILDINGS LEFT, RIGHT AND CENTRE . A CAPPUCCINO AND A BIKE TO GO. BREAD, STILL WARM, MADE WITH FLOUR FROM A WATER MILL A FEW MILES AWAY. MICK JAGGER AND MARGARET THATCHER WATCHING FROM A 150 0s BUILDING. A BLOCKBUSTER IN A TUDOR CINEMA ...

THE WORLDS TALLEST TOWN CRIER . 921 YEARS OF WINE BUFFS. THREE MILLION BLOOMS IN A QUARRY. PURPLE SPROUTING BROCCOLI FROM THE ALLOTMENT (BUT ONLY BET WEEN NOVEMBER AND APRIL). DARWINS SCHOOL DAYS. CARTOONS AND CARICATURES FROM ALL OVER THE WORLD. A MUSEUM IN AN OLD MUSIC HALL WITH MODERN ART MIXED IN. 14TH CENTURY GR AFFITI. CHARLES DICKENS CHOICE FOR BED, BREAKFAST AND THE PICK WICK PAPERS. A FOLK FESTIVAL WITH FREE WIFI...

YOU CANT COPY SHREWSBURY.

Shrewsbury is a one-off. You spot it as soon as you step out of the train station (which has the largest mechanical signal box in the world, but thats by the by). It oozes charm. And behind the charm, theres a lot going on.

The trouble is, not enough people know it. Too many people miss Shrewsbury on their way to somewhere else. Or theyre just passing through. This brand is for them. We want them to stop, to know where we are on the map and to head here first. We want to show them what a special place this is. And were going to do it by putting a spotlight on the one-offs all over the town. Some of them are more obvious than others (Darwin, our Tudor buildings, The Quarry and the Flower Show), but many of Shrewsburys one-offs are hidden in the little things. The handwritten label on a jar of jam. The stories, old and new, about whos stayed where and when. The things you miss when you leave and youre happy to come home to. Were tapping into all these things. Theres a lot more we could talk about and many different angles we could take. But good, clear brands that make people sit up and take notice focus on one thing. So thats what were doing. Its about celebrating the one-off places, people and things to do that are all over Shrewsbury.

TH E M A I N PA RTS O F SH R E WSBU RY S N E W B R A N D
YO U L L STA R T TO S P OT T H E S E T H I N G S O N B RO C H U R E S A N D P OST E R S A RO U N D S H R E WS B U RY A N D S H RO PS H I R E .

FIRST, THERES OUR LOGO

THIS IS OUR GR APHIC PATTERN

THIS IS OUR FONT

T H E F I N D S . T H E N OT- Q U I T E- L I K EA N Y T HI N G E L S E . T H E Q U I R K Y. T H E V E RY, V E RY O L D A N D T H E B R A N D N E W. ( O R A M I X O F T H E T W O. ) T H E C A N T- B E- C O P I E D. T H E C A N T- B E- B E T T E R E D.

THIS IS OUR COLOUR PALETTE

AND THIS IS WHAT OUR PHOTOS WILL LOOK LIKE

PLE ASE NOTE: The photos shown on this page are for mood board reference only. They have not been bought by Shropshire Council so should not be reproduced or presented externally to anyone.

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HOW CAN I USE THE NEW IDENTIT Y?

Well, you probably dont need to worry about most of it. Weve designed it especially for Shrewsbury and we want it to be used carefully and in the same way so visitors start to notice our brand. The people who will use it the most will be graphic designers. Weve written more detailed guidelines for them. Please ask for them if youd like to use more elements of the new identity in your marketing (you can find contact details at the end of the toolkit).

But we want everyone in Shrewsbury to make the new brand work for them. So there is something wed love you to get involved with...

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PUT YOUR STAMP ON SHREWSBURY

Weve designed a simple stamp that you can use easily to showcase your own Shrewsbury one-offs:

You can use this line on the stamp in lots of ways. For example, to say how old a building is: since 1586. To show that something is new: since 2012. Or to say that a loaf of bread was baked earlier this morning: since 6.30am. Play with this idea as much as you like, as long as you dont change the wording, and what you write helps to sum up the one-off idea. And only use A Shrewsbury One-Off Since... in the stamp. You can write your Shrewsbury one-offs in the stamp by hand. Theres also a handwritten font on the CD for when handwriting isnt possible (for example if youre making transparent window stickers or printing a guide or brochure with the stamp inside).

1 829
6. 3 0 a m

2 0 12
1 98 7

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TH E WO R DS

OUR BR AND IS ALL ABOUT LETTING THE REST OF THE UK KNOW, CLEARLY AND CONFIDENTLY, THAT THERES NOWHERE LIKE SHREWSBURY. WE WANT THIS SAME CONFIDENCE TO BRUSH OFF ON OUR WORDS TOO. THERES NO SPACE FOR NAGGING WHY-ARENT-WE-AS-WELL-KNOWN-ASSUCH-AND-SUCH DOUBTS FROM NOW ON. HERES HOW TO MAKE YOUR WORDS BRISTLE WITH CONFIDENCE .

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TAGLINES

We want people to remember our brand so we need to use these same words over and over again.

THE TAGLINE ON OUR LOGO:

SHREWSBURY THE ORIGINAL ONE-OFF

ITS SIDEKICK ON THE STAMP:

A SHREWSBURY ONE-OFF SINCE

Dont mess with these words! We wrote them just for the logo and the stamp, so dont repeat them or use them anywhere else (in body copy or in titles, for example).
, rprising bou t su Think a ys to a cted w unexpe ething hy s o m plain w ex -off. is a one HAND Y H IN T

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SUPPORTING LINES

The best way to tell people that Shrewsbury is a one-off is to show it, by using examples of one-offs in the town as we have on the next few pages. Sometimes, though, you might want to talk about the overall idea on a homepage, the front page of a brochure or on merchandise without repeating the line on the logo. Think about other surprising, unexpected ways and phrases to explain that something is a one-off. It helps to start with idioms you might say, like a real find. Otherwise youll end up with well-trodden, empty words and phrases that most places use like unique or rare. And Shrewsbury isnt most places.

Here are some we came up with earlier. Theyre no good hiding in these guidelines, so feel free to use these and come up with your own, too.

THE FINDS. THE NOT-QUITE-LIKEANY THING-ELSE . THE QUIRK Y. THE VERY, VERY OLD AND THE BR AND NEW. (OR A MIX OF THE T WO.) THE CANT-BE-COPIED. THE CANT-BE-BETTERED.

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TITLES

We want our titles to be clear and strident, so push the style and tone. Use lots of verbs, short sentences and write definitive statements. It can take a bit of nerve to write like this, but as long as what youre saying isnt boastful, it wont sound arrogant or standoffish. Here are some examples to get you started.

SECTIONS

If youre writing sections of a website or a brochure, use simple, active verbs like this:

SHOP DO EAT STAY

not Shopping not What to do not Restaurants or Places to eat not Hotels or Places to stay

DY H INT Use lo t s of v erbs, shor t sente nce s a nd write defin statem itive e n t s.

HAN

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WRITING ABOUT ONE-OFFS

PLAYING ON THE OPPOSITE OF ONE-OFFS

Pick out small details and find unexpected ways to say things. So instead of fresh organic vegetables say Italian new Nicola potatoes. Just dug up. Be playful too, but make sure you keep your sentences short.

BAKED BY JOE AT 5.15AM. BOUGHT BY YOU AT 9AM. GONE BY 9.05AM.

Shrewsbury Bakehouse

You can also have a lot fun by putting a picture of something that is obviously a one-off (like a plate of vegetables) with a negative line thats associated with mass production or the daily grind. This isnt quite as easy to do because there are only so many lines to choose from, but when you get it to work its a witty way to say one-off (see page 21 for some examples).

921 YEAR-OLD VINTAGE.

Tanners Wine Merchants

OUR QUARRY IS FULL OF FLOWERS.

The Quarry Park

YOU SAY POTATO. WE SAY ITALIAN NEW NICOLA. JUST DUG UP.
Pomona Grocery

FREE-RANGE DUCKS LAID THE EGGS. LUCY LAID THE TABLE.

Hardwick House B&B

BEAMS AND A BIG SCREEN

Old Market Hall cinema

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EVERY THING ELSE

From stylish shopping and decadent dining, to contemporary arts and a vibrant nightlife

...This is the sort of thing most tourist boards write all the time. These words are from Visit Leeds website, but they could just as easily describe most towns, including Shrewsbury. We dont need to write a sales pitch because we arent short of one-offs to write about. So when youre writing a brochure, a webpage or anything else, write more like you speak and let Shrewsburys one-offs do the selling for you.

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Imagine you were telling someone why they should come to Shrewsbury
ADD DETAIL

SKIP THE ADJECTIVES

You probably wouldnt say that Shrewsbury has decadent dining or contemporary eating. But you might say Cafe Saffron near the Welsh bridge has won awards for its curry or try the pan-fried brill fillet if you go to the Lion and Pheasant.
PICK OUT THE ONE-OFFS AND THE QUIRKS

Say Quarry Park not magnificent Quarry Park. Say fireworks not truly spectacular fireworks display evening. And if you want visitors to know how superb the folk festival is, namecheck artists past and present like KT Tunstall, Richard Thompson and Kate Rusby.
SKIP THE FORMAL OR SALES-Y WORDS

Its pretty handy having shopping centres on our doorstep but if were honest, visitors dont come to Shrewsbury for the comfort, convenience and easy access of under cover shopping. So write about the one-off shops that people wont be able to find anywhere else (visitors might pop into Boots while theyre here, but it isnt what will make them come in the first place).

Look out for formal words people write, but hardly ever say like situated, located, perfectly placed, venture into or words that sound too copywritten like theres plenty more to tempt the garden lover. If in doubt, say it simply: if you like gardens

al or e form e kip th S rds...w -y wo fs sales n e - of of o shor t ut. arent e abo to writ

HAN

DY H

INT

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C H A I N STO R E

TA K E AWAY

R E A DY M E A L

T R A FFI C JA M

BEST BEFORE 1403

N O A RT I FI C I A L CO LO U R S

E X E RC I S E BIKE

G R A FFI T I

PLE ASE NOTE: The photos shown on this page are for mood board reference only. They have not been bought by Shropshire Council so should not be reproduced or presented externally to anyone.

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W H AT TH E B R A N D LOO KS LI K E

IN PRINT

Posters

TH E FI N DS, TH E N OT- Q U I TE- LI K EA N Y THI N G E L SE , TH E SPEC I A L A N D TH E C A N T- B E- B ET TE R E D.

N O A RT IFIC I A L COLOURS

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Brochure covers

IN WINTER

TH E G U I DE

TOW N M A P

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Brochure spreads

B A K E D BY J O E AT 5.15A M
BO U G HT BY YO U AT 9A M . G O N E BY 9. 0 5A M .

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Ihitatat uribers pernatur, tenim pem hitium fugia velistor apis dolorupta quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur repe aut raturia vent liquidi omnitas arunt alia secatur, que oditae eate maximoluptat do occum sidi blaut poreprovit, ipid minctur sum nimage rest, utem. Apero tem aborest orrunt. Suntis consedi ciatiosaped que solut occusam aborendit, etur imagnam imusaep udaniet illam, ut lab ipsusae simende rciende lecatum quo in nus molorei ctotas rem nos eturis ent fugitet ad quas repta dolupta qui ut eum

in necte conHitatemp orepuda volupta temolliquas culla nimet reria nus asim voluptae et adit prat volupta doloris es aut faccat. Nam, ut lant officiam que verum niment, simus aut eos ma aspidi officatur ad quibus dis quaest voluptiae laut vitibust, core pa ni consed acea dolupti inustisi qui num quatecus aut pori suntis nulparc idigene. Quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur.

S H R E W S B U RY B A K E H O U S E Castle Gates

SHOP

1 997

20 02

CHAIN ST

RE

25

Brochure spreads

O U R Q UA R RY I S FU LL OF FLOWERS
Ihitatat uribers pernatur, tenim pem hum fugia velist apis dolor upta quidict id verciurem qudo quatur. Nata eos doluptatis endente mquate se con pe omnimilit raerum et quidus il sam eramus sera.
Ihitatat uribers pernatur, tenim pem hitium fugia velistor apis dolorupta quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur repe aut raturia vent liquidi omnitas arunt alia secatur, que oditae eate maximoluptat do occum sidi blaut poreprovit, ipid minctur sum nimage rest, utem. Apero tem aborest orrunt. Suntis consedi ciatiosaped que solut occusam aborendit, etur imagnam imusaep udaniet illam, ut lab ipsusae simende rciende lecatum quo in nus molorei ctotas rem nos eturis ent fugitet ad quas repta dolupta qui ut eum in necte conHitatemp orepuda volupta temolliquas culla nimet reria nus asim voluptae et adit prat volupta doloris es aut faccat. Nam, ut lant officiam que verum niment, simus aut eos ma aspidi officatur ad quibus dis quaest voluptiae laut vitibust, core pa ni consed acea dolupti inustisi qui num quatecus aut pori suntis nulparc idigene. Quidicto verciurem quatur re sequam fugiae. Nem exces num dellates et que sandi pidelitvo lupissunt. Oluptate iusant utatatur, eoste escia quam volut audi ilitae expedis nitate plia volorro vendamet, nim in latenia voloreh endiae vendita sum quam faccusda ducium voluptat. Ignis aut veliciis etur, odissus cienitia aintorernatur.

1 70 0

T H E Q U A R RY PA R K Home to The Carnival, Regatta and Dragon Boat Festival

DO

R E A DY M E L
201 2

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Business cards

2008
A LI SO N PATR I C K
TO U R I SM O FFI C E R

SI M O N M CC LOY
C EO S H RO PS H I R E TO U R I SM

200

Shropshire Council, Shirehall, Shrewsbury, Shropshire SY2 6ND T 01743 252546 E alison.patrick@shropshire.gov.uk

Grove House, St. Julians Friars, Shrewsbury, Shropshire SY1 1XL T 01743 261919 E enquiries@shropshiretourism.co.uk

S H R E WS B U RY T H E O R I G I N A L O N E- O F F

S H R E WS B U RY T H E O R I G I N A L O N E- O F F

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ON WEBSITES

SHOP

E AT

DO

S TAY

FIND

THE FINDS . THE NOT- QUITE-LIKE-ANYTHING -ELSE . THE QUIRK Y. THE VERY, VERY OLD AND THE BRAND NEW. OR A MIX OF THE T WO.

UP COMING EVENTS
Shropshire Modellers Show 1st April 2012 - 1st April 2012 Rea Valley Farmers Market 1st April 2012 - 1st April 2012 Samba Beats Drumming Workshop 3rd April 2012 - 3rd April 2012 Introduction to Garden Design 1st April 2012 - 1st April 2012

DO

L ATEST NE WS
Search is on for Englands biggest fan! Posted: 27th march 2012 Charles darwins childhood garden open to the public for anniversary Posted: 8th february 2012 Competition winner praises Shrewsbury Posted: 6th February 2012

GALLERY
Photos from events and locations in Shrewsbury.

SH OP

E AT

MAP OF SHRE WSBURY

28

SHOP

E AT

DO

S TAY

FIND

UP COMING EVENTS
Shropshire Modellers Show 1st April 2012 - 1st April 2012 Rea Valley Farmers Market 1st April 2012 - 1st April 2012 Samba Beats Drumming Workshop 3rd April 2012 - 3rd April 2012 Introduction to Garden Design 1st April 2012 - 1st April 2012

SHOP
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L ATEST NE WS
Search is on for Englands biggest fan! Posted: 27th march 2012 Charles darwins childhood garden open to the public for anniversary Posted: 8th february 2012 Competition winner praises Shrewsbury Posted: 6th February 2012

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GALLERY
Photos from events and locations in Shrewsbury.

MAP OF SHRE WSBURY

29

ON MERCHANDISE

30

FOR EVENTS

S H R E W S B U RY FLOWER SHOW
1 0 11 A U G U S T 2 0 12

CHARLES DARWI N F E S T I VA L
16 2 2 S E P T E M B E R 2 0 11

1 887

1809

31

WITH SHOPS AND BUSINESSES

1 951

6. 2

5a m

a t M 21s

32

TH I S I S J UST TH E STA RT

MORE THAN A ONE-OFF

The Original One-Off doesnt end with a logo, words or a pattern. If we really want the idea to stick we need to think about what other one-offs we can come up with or draw attention to in Shrewsbury.
A VISIT SHREWSBURY TOWN MAP

THE DRAPERS HALL

...might be taken over once a month by chefs in Shrewsbury. The rules of this seasonal supper club would be to only make dishes using ingredients from within five miles of Shrewsbury, and dishes that arent on any menus in the town.
THE OLD MARKET HALL

...might become a map of one-offs: quirky places to visit, shop, eat and see that no other town has.
A WELCOME TO SHREWSBURY SIGN

...might show a season of films called No Sequel blockbuster films that never had a sequel.
THE BALLROOM IN THE LION HOTEL

...might become a blackboard with a handchalked message that changes every day.
SHREWSBURYS TWITTER ACCOUNT

...might be run by someone different from Shrewsbury every day, tweeting about their Shrewsbury (its what Swedens official Twitter account does).
A BILLBOARD SIGN OUTSIDE THE STATION

...might hold the Survival of the Unfittest get-together. Every month enthusiasts meet to celebrate the skills and crafts time forgot, like stonemasonry, letterpress and old Atari computers.
THE DARWIN LIBRARY

...might become a wall of flowers sponsored by the Flower Show that changes with the seasons.
A VACANT SHOP

might invite touring authors to give a talk or tell a story with no notes. The stories arent recorded or turned into a podcast. Its called You only hear it once and youll only hear them by coming to Shrewsbury. Ideas like this will make sure Shrewsburys reputation as a town of one-offs grows.

...might become a pop-up craft shop over the summer with stock that changes every week (all handmade one-offs, naturally).

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ANY QUESTIONS?

If youve got any questions about our brand or about how and when to use the stamp, get in touch with:

Alison Patrick Visitor Economy Team Shropshire Council Tel: 01743 252546 Email: alison.patrick@shropshire.gov.uk

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