SUSNA BRAND BANK
Welcome to the Stirling University Scottish Nationalist Association Brand Bank.
Before producing any SUSNA branded material, you must have consulted this brand bank. You must also have received explicit written consent to use our assets. You must not reproduce our assets.
All assets within this page are copyrighted, and all rights are reserved. Please refer to the SUSNA Legal Hub for further information. Executive Committee Members do not require permission to use assets – ordinary and associate members must contact or and read the full page below prior to using any assets.
The logo is the most visible element of our identity. Logo downloads are available for internal members of staff only. If you are an agency or third party, please contact the Marketing Team with your requirements at . Always use the master logo for reproduction.
Full colour primary logo (Colour: #fff481)
Our primary logo is the full colour primary logo in #fff481Please use this option where possible. Alternative colour variants have been created based on our primary logo and follow the same principles and rules of application. You must always use master artwork when reproducing the logo.
Mono logo (#333333) one colour
Mono reversed logo (White) one colour
Short Form Logo
SUSNA with Clootie in colour #fff481
Clootie and wordmarque elements
Our logo is made up of two basic elements. The ‘wordmarque’ relates to the words ‘Stirling University Scottish Nationalist Association’ and ‘SUSNA’. The wordmarque and the crest should never be separated, except for use as a social media avatar. Please refer to the social media guidelines for more information.
Access all our current logos below
Logo exclusion zone
Our logo needs to stand out. If there are lots of other elements crowding around it, it loses impact.
The exclusion zone refers to the minimum amount of space we should have around the logo. It’s worth remembering that this is just a minimum – it’s better to give the logo more space than this.
We measure the exclusion zone by taking the height of the clootie and using it to mark out the surrounding area. No other elements should encroach on this clear space.
It’s also important to keep our logo legible, so we have provided a minimum size for reproduction.
For Print items, the logo must be at least 30mm.
For Digital, the logo must be 180pxi.
The primary position for the logo is either top or bottom right.
In some cases the top or bottom right may not be suitable eg. web applications. In this case the logo can be placed in the left hand corner.
- Do not use colours other than the brand colours – #fff481, #333333, #ffffff
- Do not distort the logo
- Do not stack the logo
- Do not change the typeface in the logo – must be Sensibility
- Do not rotate the logo
- Do not change the arrangement of the elements
- Do not change the size of any of the logo elements
- Do not place the logo on busy backgrounds
- Do not place the logo in a box
- Do not place the logo with low contrasting colours
- Do not use the wordmarque without the crest
As a member of the SUSNA Executive Committee, you are entitled to use the logo in letters and in emails.
Please ensure that you use the correct colour image for the background to ensure clarity. For printed letter, the logo should be above the text, in emails it should be beside or below.
EXAMPLE 1 – PRINTED:
President of the Stirling University Scottish Nationalist Association
Union Phone Number
EXAMPLE 2 – EMAIL:
President of the Stirling University Scottish Nationalist Association
University of Stirling Students Union – Registered Charity: SCO111111
Please use these logos if promoting SUSNA. The same guidelines apply as the above section.
YOU MUST ONLY USE THESE LOGOS IF YOU HAVE ONE OF THE FOLLOWING:
i) AN ACTIVE PARTNERSHIP AGREEMENT WITH THE STIRLING UNIVERSITY SCOTTISH NATIONALIST ASSOCIATION
ii) WRITTEN PERMISSION FROM THE EXECUTIVE COMMITTEE OF THE STIRLING UNIVERSITY SCOTTISH NATIONALIST ASSOCIATION
iii) AN AGREEMENT IN PLACE THAT IS NOT OTHERWISE SPECIFIED ABOVE
At SUSNA we use the colour #fff481 as our primary colour. To find out more about this colour, and find the colour codes, visit https://www.colorhexa.com/fff481
Our dark colour is #333333 and this is what we use in type. To find out more about this colour and find the colour codes, visit https://www.colorhexa.com/333333
At SUSNA we use the font Sensibility for all communications. There are variations of this font available in italic, bold, extra bold, and light. We are able to provide you with the font files should you require them. See below the font in action:
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1 2 3 4 5 6 7 8 9 0
Our primary avatar colours are fff481, 333333 and ffffff, this variant is for use across all primary SUSNA social media accounts.
You should always use the master artwork when reproducing the avatar.
Photography is a key element of our brand. Images should engage the audience with their warm and genuine real-life quality.
- Have a reason for being there beyond filling space
- Have a sense of space, light and energy
- Are full of natural light
- Have depth of field with the focus on a key item or individual
- Bring a feeling of real life that isn’t hazy, saturated or overtreated
- Have portrait and landscape versions of each image so it is flexible to use across all media channels.
Portraits of students should feel natural and unposed to allow their personalities to come to life and demonstrate their place within the Society.
Where possible, try to capture a sense of the outdoors in the image. Even if your shot is indoors, a suggestion of trees or a flash of green will reinforce the campus setting and reference green from the brand colour palette.
In all cases, portraits should be taken with a shallow depth of field so that the focus is on the individual.
Keep it real – The scene should feel completely natural and believable and never contrived. The subject should not be obviously styled/made-up/posed. Lighting should always be natural.
Warmth – From the natural behaviour of the subject, colour in the shot, lighting and context, photography should always be warm.
Simply styled – Allowing space around the subject for additional messaging.
Top tips for filming
Tell a short story
Get your script right. Have a beginning, middle and end. Keep it short.
So your audience can discern the wood from the trees, add backstory footage and cutaways to paint a broader, more interesting picture.
Embrace open space
Space is a useful tool. Use it to convey a sense of scale; to leave room for imagination.
Co-branding refers to instances where our logo is being used in conjunction and displayed next to third-party logos on various applications – e.g. posters, leaflets, websites, pull-up banners, etc.
This should only be used when a real partnership/collaboration can be demonstrated between SUSNA and an external organisation.
External Party logo
The instructions above also apply when using partner logos. You must ensure that the partner/external organisation has given you permission to use their logos before using it on any collateral. Once logo usage has been approved, you can download the SUSNA logo From the Brand Bank section of our website, or email us at . Instructions on colour, size and position of the logo are outlined on the brand bank webpage.
SUSNA LOGO DO’S:
• Do use only approved, unaltered versions of the logo and adhere to minimum-size guidelines.
• Do ask if you don’t have the correct file or file type. Please contact the Campaigns and Publicity Officer to get the official versions of the logo.
SUSNA LOGO DON’TS:
• Don’t re-create the logo.
• Don’t alter the logo, except to enlarge or reduce it proportionally.
For more information regarding our logo usage, please visit our Brand Bank.
Contact with details about your needs, including the relationship between the external organisation and SUSNA, so we can help establish which approach is most appropriate for your use. Please allow a minimum of 3 working days for a response. This guide outlining the use of our logo and visual identity should be followed in whichever platform you are using. Email us for approval of logo use across templates, publications and digital media this is to ensure that the guidelines have been followed. We reserve the right to withdraw the use of the SUSNA identity if our brand is not used within the specified guidelines.
The following is a short checklist outlining the co-branding essentials to make sure you are using the SUSNA brand correctly.
Background information and considerations:
• Which is the dominant brand/partner?
• Is the dominant partner’s brand
identity being applied?
• Do you have the correct SUSNA logo?
• Do you have the correct partner logo?
• Are you placing the leading and supporting logos in the correct locations?
• Are you adhering to print/screen minimum size and exclusion zone requirements?
• If using the white version of the SUSNA logo, are you also using the white version of partner logos?
Please see the template below the accordion. The image below should be used in all email signatures at this time, however, this will be reviewed periodically.
Please find below the videos used in the WE ARE SUSNA / BE SUSNA campaign.
To use these videos, you must have written permission from SUSNA (please contact for more information).
TONE OF VOICE
Our tone of voice is what we say and how we say it. It expresses our personality and is part of our brand.
By nature, we’re a very grounded society; it’s one of our greatest selling points. Everyone at SUSNA is seen as an equal, and members and executive committee members are approachable and friendly. So when we speak, we want to reflect that.
We sound like people speaking to people.
What we mean
Approachable, down to earth, human.
What we don’t mean
We’re proud of our success as a society. But we aren’t arrogant about it, unless we are criticising another political party. When criticising another party, be factual.
We are sure of ourselves without being over-confident.
What we mean
Self assured, assertive, positive, informed.
What we don’t mean
Arrogant, bragging, lamenting on successes.
We’re an part of a national political party, offering prospective members and partners a wealth of opportunities and experience. We offer the chance to be part of a society and political party that is known for the quality of its thinking; a party that drives change; a party that finds solutions to problems and makes a global impact.
We sound forward thinking, progressive and excited about our future and the future of students and the communities we serve.
What we mean
Exciting, forward-thinking, rousing.
What we don’t mean
Over excited or childlike, false, far fetched
We can influence and engage through our writing. Whether we are recruiting members, showcasing our policies, or asking for a favour from another member, words are our most powerful tool. Here are some tips to develop powerful written content.
Write for your audience
We write to communicate with different audiences for different reasons. Consider who you are speaking to, what you are trying to tell them and tailor your writing style accordingly.
When writing for social media, consider the style – it’s quick, chatty and engaging. When lobbying for funding, the tone should be adapted to a more formal and informative style. When criticising other political parties, consider the matter that is being discussed before applying humour. It would not be appropriate for us to make light of child poverty, for example.
A simple change can go a long way to making your writing sound more human, using words like ‘we’re’, ‘they’re’ and ‘you’ll’.
However, be mindful that abbreviations may not be appropriate for corporate documents, or content that includes a large amount of complex information.
Don’t be afraid to lighten your tone
Taking a less formal approach to your writing can help to engage your audience. Like everything, only use where appropriate, but it’ll work in the right places.
We’ve talked about how the societies personality is fresh and active. Speaking passively is formal, less direct and impersonal. Generally, use an active voice wherever possible.
Rather than ‘Your email will be replied to in due course’, use ‘We’ll reply as soon as we can’.
Read it as the reader, not as the writer
As with everything, read over to double check that your tone is consistent with the guidelines. Then read it as it will be read, not how you’ve written it. This will ensure your message is coming across in the way you need it to.
It is more impactful if you keep it short. If it is possible to cut a word, cut it out. Always.
Words We Like
Our communications should use language that reflects our brand values of excellence, openness and ambition. The more consistently we do this, the more likely it is that people will understand what makes us special.
Here is a useful guide to express our brand
breaking new ground
The Stirling University Scottish Nationalist Association aims to integrate the promotion of equality and diversity into all its activities, from key decisions on its mission and strategic objectives through to day-to-day operations.
The Society does not tolerate harassment, victimisation or unjustified discrimination on the grounds of gender, race/ethnic origin, disability, age, religion or belief, sexual orientation, pregnancy, marital or civil partnership status, caring responsibility or other irrelevant characteristics, and is committed to working with diversity in a wholly positive way to promote fairness, inclusiveness, and good relations.
All members (whether existing or potential) and visitors to SUSNA meetings, events, and socials should receive fair treatment whatever their relationship with the Society.
The Society is committed to embedding the principles of equality and fairness in all its policies, functions and decisions.
The OSCR (Office of the Scottish Charity Regulator) has produced new guidance for all registered charities to display their charity status on their literature. The following wording must be used: The University of Stirling Students Union is a charity registered in Scotland, number SC023788.
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Copyright statements for paper publications may vary depending on the content of the publication.
For further advice, please email:
Terms and conditions
Use of the Stirling University Scottish Nationalist Association Brand Bank website
All rights not expressly granted are reserved.
Unless otherwise stated, the copyright and other intellectual property rights in all material on this site (including, but not limited to, information, logos, photographs and graphical images) is owned by the Stirling University Scottish Nationalist Association.
© 2022 The Stirling University Scottish Nationalist Association, University of Stirling Students Union, Stirling, Scotland, FK9 4LF
Stirling University Scottish Nationalist Association (word and logo) is a registered trademark. [CURRENTLY SUSNA IS NOT TRADEMARKED]
You may print or download material from this site only if:
- it is in direct support of SUSNA marketing activity and not used for third party endorsement without the Stirling University Scottish Nationalist Associations’ prior written permission.
- it is not reproduced, modified, adapted or processed.
- the SUSNA copyright notice appears in all marketing material produced on behalf of the SUSNA.
No part of this site may be reproduced or stored in any other website or included in any public or private electronic retrieval system or service without the Stirling University Scottish Nationalist Associations’ prior written permission.
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Only members of the SUSNA Executive Committee are permitted to use the SUSNA Email Signature. This must only be used with your @susna.org email address.