Demonstrating our difference. Brand and visual identity guidelines

Transcription

1 Demonstrating our difference. Brand and visual identity guidelines

2 In these guidelines The brand underpins our communications. This document covers the essence of the brand, the thinking that informs it and the visual identity that brings the brand alive. Whether you are a communications specialist, a commissioner of materials or a designer, an understanding of the brand is key. Research excellence The University of Southampton is a hub of invention and creativity. Research shapes everything we do, from our innovative teaching methods to our impressive portfolio of spin-out companies. We aspire to change the world for the better through our research, education, innovation and enterprise. Our reputation for breaking new ground has enabled us to maintain our prestigious status as one of the UK s top research universities. We are among the top 5 UK universities for research, receiving more than 80m in research grants and contracts each year. In the 008 Research Assessment Exercise, most of our research was considered to be world leading or internationally excellent. We are a member of the prestigious Russell Group, an association of 0 major UK research universities, and one of the top 00 universities in the world. Our teaching is at the heart of our strong research culture and you will be part of world-leading research as it takes place. Engineering and the Environment Core design elements A designer s guide to creating consistent and highly engaging communications using the elements of our visual identity. Page 7 Descriptors A guide to using descriptors to identify communications from specific faculties, academic units, research centres and institutes. Page Digital media Producing digital communications, including websites, s, video, e-newsletters, social media and clickturn PDFs. Page 0 Printed materials For commissioners and designers. A guide to producing printed publications, including promotional and informational brochures, magazines, newsletters, direct mail and posters. Page 8 A full contents list can be found overleaf.

3 In these guidelines contents listing - Introducing the brand 5 - our brand proposition and principles 6 - seven statements that define us 7 - Core design elements 8 - our logo and brand policy 9 - logo colourways, clear area, standard sizes and position 0 - logo considerations - using descriptors - using descriptors - using descriptors - using descriptors 5 - anniversary mark and Queen s Anniversary Prize logo 6 - primary and secondary colour palettes 7 - primary typography and substitute fonts 8 - creating the distinctive typographic style 9 - choosing images 0 - images to represent subjects and research - images to represent students and staff - using cut-out imagery - brand wall - good and bad examples 5 - image use on the web 6 - image use in publications 7 - using MediaBin 8 - Communicating on brand 9 - our one of voice principles 0 - Digital media - digital media - standard information architecture (SIA) - for academic units - standard information architecture ( SIA) for professional services - websites for groups and centres 5 - creating video 6 - producing HTML s 7 - other digital content 8 - Printed materials 9 - types of publications 0 - choosing the right print format and print information - design elements, the -column grid structure - type-only promotional or informational brochure covers - full-bleed image promotional or informational brochure covers - cut-out image promotional brochure covers 5 - contents spreads 6 - prospectus research story and - informational/facilities spreads 7 - prospectus directory and course pages 8 - brochure spreads 9 - themed reviews 50 - instructional guides 5 - annual report and review covers 5 - annual report and review spreads 5 - magazines 5 - magazines 55 - standard format for back covers 56 - printed newsletter covers 57 - two-page printed newsletters 58 - examples of research report cover designs 59 - direct mail and invitations 60 - posters 6 - social media icons 6 - creating a D experience 6 - Adverts, exhibitions and presentations 6 - adverts 65 - display and exhibition graphics 66 - example PowerPoint presentation slides 67 - PowerPoint presentation templates 68 - Gifts, livery and signage 69 - merchandising and gifts 70 - livery 7 - overview of campus signage 7 - Stationery templates 7 - corporate stationery 7 - internal Word templates Please direct enquiries to commssupport@southampton.ac.uk

4 Introducing the brand

5 5 Introducing the brand our brand proposition and principles Our brand proposition The University of Southampton combines academic excellence with an innovative and entrepreneurial approach to research, supporting a culture that engages and challenges students and staff in their pursuit of learning. Our culture of interdisciplinary collaboration enables us to pioneer vital new fields of study and shape tomorrow s thinking. This focus on excellence must also be reflected in our communications. The objective is to present the University as a single, cohesive organisation, consisting of cutting-edge academic leadership. Our brand is elegant and simple: the design should not be overworked or embellished. This reflects our status as a member of the Russell Group of researchintensive UK universities. Our brand principles The University of Southampton seeks to: develop people and ideas capable of leading change bring together individuals and approaches to pioneer new fields preserve and extend valuable knowledge foster learning and discovery in all our activities welcome individuals who can collaborate and challenge translate our learning into societal and commercial impact contribute to and draw upon the strengths of Southampton and the region

6 6 Introducing the brand seven statements that define us These seven statements present some of the University s most important and appealing attributes, covering our sense of purpose, approach, attitude to research and teaching, comprehensive offer, people, enterprise and sense of place. Together, we believe these set us apart from our comparators and make an offer that is appealing, relevant and distinctive in the UK and international higher education marketplaces. What the University exists to do We benefit our students, community, society and the economy through our research, education, innovation and enterprise. We aspire to change the world for the better. What makes us distinctive We pursue solutions to questions of societal importance by bringing together individuals and approaches from different disciplines to develop new fields, technologies and practices. An innovative approach in our education, offering our students the flexibility to tailor their degree to meet their needs. 6 Why we are a comprehensive university We promote intellectual diversity and engagement, exploring the frontiers of knowledge across a wide range of subjects, to enable our researchers to tackle the biggest challenges facing today s society. Our approach to education and research We have a culture of learning and discovery that runs through all our activities, resulting in worldclass research and an outstanding educational experience. 5 7 Southampton people We are a community of people who are passionate about making a difference, who work together and rise to challenges. Leadership in innovation and enterprise We have an impressive record of translating research and learning into successful societal and commercial impact. Our sense of place We are located in the historic port city of Southampton, a hub for knowledge and leisure industries with a strong maritime heritage. To make this positioning successful: our distinctiveness must be brought out in our messages messages should be tailored to different audiences imagery should be used to illustrate and reinforce messages

7 Core design elements

8 8 Core design elements our logo and brand policy Our brand is essential to make us stand out in an increasingly competitive and global higher education environment. It is vital that we present a coherent and clear University identity in our communications. The University logo is a key part of our visual identity, making all our communications instantly recognisable as a product of the University of Southampton. Our objective is to present the University as a single, cohesive organisation, consisting of cutting-edge academic leadership. As such, the University logo is used in isolation. Where relevant, the name of the academic unit will feature in a descriptor, headline or in the body copy. This reinforces both the University and the academic unit by giving each its own space (see page for the approved list of descriptors). Faculties will not be individually branded for external promotion, with the exception of centrally maintained faculty landing pages on the website that are maintained by Communications and Marketing, and essential business stationery. The University of Southampton does not support sub-brands. If you have any queries, please commssupport@southampton.ac.uk University logo The logo has a clean, classic and elegant feel. It is designed to reflect our status and brand positioning Logo artwork To access the University logo, visit SUSSED/Services/ Communications and Marketing

9 9 Core design elements logo colourways, clear area, standard sizes and position Logo clear area Use the o to create the clear area (also known as the exclusion zone ) No other items such as headlines or graphics are allowed in this area Logo standard position The logo should appear in the top righthand corner Envelopes are an exception to this rule as the top right corner is used for stamps and franking Some IT systems may also be exempt with permission from Communications and Marketing The preferred position of third-party logos is the back cover and the bottom right-hand side for single-sided communications. The logo must be clearly visible if it is placed over an image Logo artwork To access the University logo, visit SUSSED/Services/ Communications and Marketing Logo colourways Marine blue (Pantone 769 or C: 00 M: Y: 8 K: ) Black Reversed out Reversed out The logo can be reversed out of a coloured background or image. The coloured background shape shown here is not part of the logo 0mm 0mm 60mm Logo standard sizes On A format: 60mm On 70 x 0 format: 60mm On business cards: 0mm Minimum size: 0mm The logo must not be stretched, compressed or otherwise distorted

10 0 Core design elements logo considerations To help you use the logo correctly, we have highlighted some key points to consider. Here are some examples of inappropriate use of the logo. Physics and Astronomy The logo is in the wrong colour The logo has the academic unit name directly underneath it. See page for correct use of descriptors A white logo is used on a light photograph A coloured logo is used on a dark photograph ANOTHER LOGO The logo has been stretched The logo has been rotated The logo has another logo within its exclusion zone The logo has a graphic element within its exclusion zone

11 Core design elements using descriptors To identify communications from a particular faculty, academic unit, research centre or institute, we use specifically designed descriptors. The approved descriptors are shown below, and the following pages explain the rules around their positioning, size, colour and format. When to use a descriptor The use of a descriptor is not compulsory; it should not be used if the faculty, academic unit, research centre or institute is already mentioned in the tell or title The name of the faculty is used as a descriptor only if all the academic units within it have come together to produce a joint communication. Otherwise, the academic unit descriptor is used Descriptor artwork To access the descriptors, visit SUSSED/ Services/Communications and Marketing Approved list of descriptors The lists below are the approved descriptors. No new descriptors can be added unless they have been agreed in writing and published in these guidelines. If you have enquiries about creating a new descriptor, please contact commssupport@southampton.ac.uk Descriptors are only used for faculties, academic units, and the centres and institutes listed below. They are not used for professional services Faculties Academic units Research centres and institutes Business and Law Cancer Sciences Mathematics Southampton Education School Centre for Biological Sciences Engineering and the Environment Centre for Innovation and Leadership in Health Sciences Medical Education Southampton Law School Institute for Life Sciences Health Sciences Chemistry Ocean and Earth Science, National Oceanography Centre Southampton Southampton Management School Institute of Sound and Vibration Research Humanities Electronics and Computer Science Physics and Astronomy Winchester School of Art Optoelectronics Research Centre Medicine Geography and Environment Primary Care and Population Sciences Southampton Statistical Sciences Research Institute Natural and Environmental Sciences Human Development and Health Professional Practice in Health Sciences Physical and Applied Sciences Humanities Psychology Social and Human Sciences Infection, Inflammation and Immunity Social Sciences

12 Core design elements using descriptors Engineering and the Environment Position of descriptors Descriptors are always placed in the top left-hand corner, within the same border guidelines as the logo. Please note that web pages and newsletters are exceptions to this rule The vertical rule is sized and lined up with the logo s highest and lowest points as shown here The descriptor text is always centered vertically within this space Professional Practice in Health Sciences

13 Core design elements using descriptors Engineering and the Environment Vertical rule of the descriptor is the same height as the logo Descriptor size For convenience, the artwork for descriptors is supplied at a default size for A and handbook formats For sizes other than A or handbook, the descriptors need to be re-sized manually. The correct size is achieved by scaling the artwork so that the vertical rule is exactly the same height as the University logo Remember Always use the artwork provided for descriptors; never create a descriptor from scratch yourself Descriptors are only for use on University of Southampton communications; don t supply descriptors to third parties Engineering and the Environment Descriptor colourways Marine blue (Pantone 769 or C: 00 M: Y: 8 K: ) Black Reversed out Engineering and the Environment Contrast There must be enough contrast for the descriptor to be clearly legible against the background Engineering and the Environment Reversed out The descriptor can be reversed out of a coloured background or image. The coloured background shape shown here is not part of the descriptor

14 Descriptor is sized and positioned as shown The Student Portal provides a gateway to careers advice, events and job opportunities for all University of Southampton undergraduates, postgraduates and alumni with access to: Career Destinations Events Calendar Sign up to the latest events led by leading graduate recruiters E-Jobs Search for your ideal job on the unique vacancy database Quick and easy to use, sign up today! Graduate Passport Track your progress online And much more... Go to your Student Portal today by visiting: Core design elements using descriptors The following examples show how descriptors are used for a variety of formats. Southampton Management School Engineering and the Environment Humanities Issue October 007 Descriptor is placed here OnCourse Management Issue 7 What you are not supposed to find out about banking As pressure grows for monetary reform, bankers must look to the future Leadership styles under the spotlight A major hospital benefits from Management Science World-class opportunities. Postgraduate degrees 0 Legacies and their repercussions. Postgraduate studies in History Engineering and the Environment Magazine Type-only promotional brochure Cut-out image promotional brochure Informational brochure Note: no descriptor is used because the faculty name is already in the title Newsletter Descriptors are not used for newsletters. The title of the academic unit is placed next to the issue number and date. Use Freight Sans Medium with a short vertical rule as a divider to the other text Chemistry Geography and Environment Mapping glacial change A new approach to monitoring glacial melting World-class opportunities. Postgraduate degrees 0 Professor Steven Smith, Lecturer in Geography 6 September 00 Web page Descriptors are not used for web pages. The title of the academic unit is placed in the title bar, using standard web fonts and no vertical rule HTML PowerPoint template Banner stand

15 5 Core design elements anniversary mark and Queen s Anniversary Prize logo The anniversary mark has been developed to highlight significant anniversaries, for example of events or research areas, at the University of Southampton. It has been designed for use in both print and digital media. The anniversary mark has two components: the anniversary number and a single line of text stating the title of the anniversary. All requests for new anniversary marks must be authorised by Simon Peatfield, Director of Communications and Marketing (s.peatfield@southampton.ac.uk). Size 5.5mm x 8mm, based on A and handbook-size publications, shown here at actual size For A and handbook-size publications, Anniversary and the single line of text are set in 8pt and the year is set in 8pt. The line stroke is set at.pt On all other materials the anniversary mark should be used at 0% of the University logo width Use the width of the word Anniversary as the exclusion zone Anniversary 60th Royal Charter Anniversary 5.5mm 8mm Applying science to life. Undergraduate opportunities 0 Positioning The position of the anniversary mark is always the bottom right-hand corner when it appears on front covers. If dual branding is required as well as the anniversary mark, a decision needs to be made as to which logo should appear on the front cover: having both will make the page look too cluttered If the anniversary mark is on the front cover, the dual branding logo must be positioned in the bottom left-hand corner of the back cover If the dual branding logo needs to be on the front cover, it must be positioned in the bottom right-hand corner (with no anniversary mark on the page) As with the existing logo and descriptor, the anniversary mark should align with the standard margins Font The anniversary mark has been built using Freight Sans Medium It includes a single line of text stating the title of the anniversary. This must be kept to one line (approximately 0 characters) General The anniversary mark is designed to be used with the University logo; it should not be used in isolation Only one anniversary mark can be used on any single printed publication or web page Please see page 7 for directions of use on our corporate stationery Colour The anniversary mark can be used in the following colours: 60th Royal Charter PMS 769 Marine Blue 00 8 Anniversary 60th Royal Charter Anniversary PMS 75 Light silver grey th Royal Charter Anniversary PMS 877 MET Foil blocked 60th Royal Charter Anniversary Reversed out The logo can be reversed out of a coloured background or image Anniversary mark on handbook-size publications Queen s Anniversary Prize logo th 60 Anniversary Royal Charter Queen s Anniversary Prize logo In printed publications this logo can be placed either on the inside front cover spread or the inside back cover spread The artwork is supplied in JPEG or EPS format but it only works on white or very pale backgrounds It is not required to go on DM, invitations or adverts and can be used at the commissioner s discretion For printed publications that are produced during 0 and have a shelf life of one year, the Royal Charter mark is to take precedence over the Queen s Anniversary Prize logo There are more detailed guidelines on the Queen s Anniversary Prize logo which can be found on SUSSED/ Services/Communications and Marketing

16 6 Core design elements primary and secondary colour palettes Marine blue pms ec r 0 g 9 b hex 005c8 pms 5 00//8/0 ec r 0 g b 6 hex 007c9 pms 00/0// ec r 0 g 5 b 95 hex 0098c pms /0/7/5 ec r 8 g 98 b hex 566f pms /9/58/9 ec r 6 g 68 b 07 hex aa86b pms 877 met. r 87 g 87 b 87 hex bbbbbb or pms 75 /9/8/ ec r 6 g 7 b 8 hex aaeb5 Primary palette Our main corporate colour is marine blue Primary palette should be used for all materials including stationery, signage, presentations, livery and reflected in the images where possible 0% tints can be used for headlines on front covers only Avoid using other tints where possible Our primary and secondary colour palettes are key elements of our visual identity. The primary colours were inspired by the ocean, with marine blue being our main corporate colour. Other considerations about colour Colours must complement each other and the images used Keep the colour of repeated components, such as text boxes throughout a document, consistent Don t use colour gradients Don t over-use colours as this can have a busy and cluttered effect. Think elegance and simplicity pms 75 7/5/65/85 ec r 7 g 60 b 9 hex ac 0% pms 755 /56/6/ ec r 55 g 0 b 8 hex 9b6e5 0% pms 55 /8//5 ec r 06 g 6 b 97 hex 6a06 0% pms 8 8/9/99/ ec r 5 g 50 b hex 98 0% pms 55 5/9/7/ ec r 75 g 8 b 6 hex af9a 0% pms 86 /00/8/6 ec r 98 g b 8 hex c60c0 0% pms 507 /5/7/6 ec r g b 68 hex d90a8 0% pms 665 0/80/00/0 ec r g 7 b 0 hex dd8 0% pms 5 0/9/0/ ec r 58 g 95 b hex 9ecde 0% pms 0 0/5/00/0 ec r 0 g 7 b 0 hex f0ab00 0% Secondary palette To be used in conjunction with and to support the main colour palette Don t use a secondary colour as the main colour on a document Avoid all colour coding of subjects, academic units, services etc Use the 0% tint sparingly 0% tints can be used for headlines on front covers only pms 576 9//7/5 ec r 0 g 8 b 69 hex 6e765 pms 557 8//5/0 ec r 5 g 86 b 6 hex 9baa pms 577 0//58/0 ec r 7 g 99 b hex abc785 pms 755 0///9 ec r 90 g 85 b 66 hex beb9a6 pms /0/8/0 ec r 8 g 57 b 58 hex 99d9e 0% 0% 0% 0% 0%

17 7 Core design elements primary typography and substitute fonts Our core brand typeface is Freight. It has been chosen because it is suited to our brand, and has a wide range of weights for different uses, from printed brochures to signage. The Freight Display typeface is used to create our distinctive sell/tell typographic style. Freight Display Book Freight Text Book, Italic & Bold Freight Sans Book, Medium & Bold Display Use for headlines on covers, adverts and exhibitions Use for standfirst paragraphs on brochure spreads Used to create the staggered type effect Aim to use it above pt Where to buy Freight All our approved designers have a licence for the Freight font as they produce design work for the University The University doesn t hold a licence for the Freight font; it is available for purchase from Use the Postscript version Text Use for main body copy Italics can be used for referencing publications, works of art, Latin names etc (see the editorial style guide in SUSSED/ Services/ Communications and Marketing ) Use bold for websites, but not for addresses Body text should be at least 9pt Sans For tabular text especially in narrow columns Use for captions and other small areas of text Use for signage For internally produced materials Georgia Regular & Bold Use Georgia in place of Freight Text for: - internally produced items - main text on PowerPoint presentations - templated address details on letterheads - main headings Lucida Sans Regular & Bold Use Lucida Sans in place of Freight Sans for: - internally produced items - tabular text and captions on PowerPoint presentations - body copy on letters For the web Georgia Regular & Bold Verdana Regular & Bold

18 8 Core design elements creating the distinctive typographic style Sell/tell headlines Our visual identity uses sell/tell headline conventions for communications that promote the University and shape our reputation. The sell/tell headline is a dual headline that sells the University and then tells the reader what the piece is about. The sell is designed to draw the reader into the brochure or article. It is written in a journalistic style, like a short, catchy newspaper headline. The tell gives the reader more detail. It is written in a descriptive style, such as describing an area of expertise or giving the title of the publication. Sell/tell are used for promotional materials only, for example promotional brochures, prospectuses and posters. They are not used for magazines or informational communications such as annual reports. In articles with a sell/tell headline, the first paragraph underneath the headline is in bold and not indented. Indenting the first line of a standfirst The paragraphs are typically set at 6/pt Freight Display Book The optimum standfirst length is four to six lines Indent the first line as appropriate, usually a single column width An indent is only used for a standfirst at the top of the page that doesn t follow a heading When a heading is used, the standfirst is not indented and appears either in a larger font or in bold. For more information, see page 8 Turn hyphenation off, and pay close attention to line endings If a sell/tell is used with an image, it must always relate to the image. If the text and imagery don t match, either change the sell/tell or find a new image. Headlines and standfirsts For articles in magazines and informational pieces such as reports, we use a headline and standfirst format. The standfirst is a few lines of text giving an overview of the article. It sits under the headline, is larger than the body copy and is not indented. Standfirsts that stand alone from a headline Where a standfirst does not have a heading directly above it (for example on the course pages of the prospectus), this standfirst should preferably be indented to indicate that it is the start of a new section. If this indented standfirst is above a page of text, the first paragraph below it should be in bold. National decisions can have international consequences, and global processes affect the policies of individual governments, touching all our lives. Engineering expertise. Supporting uk Sport Critical theory, discovery & debate. English & Philosophy BA Innovation & impact. Postgraduate prospectus 0 Creating the sell/tell headline type style Set the type size, then use a leading of 85% of the type size; for example for 60pt type use 8pt leading The preferred length of a sell/ tell headline is two to four lines; it should never be longer than five lines The sell part of the headline should be a stronger colour than the tell The length and shape of sell/tell should represent the shape of the University logo Align one or more lines right (excluding punctuation) Tuck ascenders and descenders around one another You may need to adjust the space between the lines depending on the number of ascenders and descenders to make the sell/tell appear visually balanced Use small caps for ampersands Sometimes (especially with very short lines) ranging two or more lines to the right will not work. Try to achieve a balance using a vertical axis More information For more information and the editorial style guide, visit SUSSED/Services/ Communications and Marketing

19 9 Core design elements choosing images Choosing the right imagery is a critical part of our brand. It should be considered alongside the copy writing and design concept to ensure it has the best fit with the project. When choosing an image as part of a design project you are working on, following the six steps below will help to ensure your image is on brand. Remember:. What are we doing that s special or distinctive? For example: a new discovery, a teaching method, an innovative library service or a field study.. What could we show to represent this? For example: an archeological find, a lecturer debating with students, a student using the innovative library service or students studying in the field.. What sell/tell headline or copy are we using? Will the image make sense with the sell/ tell headline or other copy? If not, adjust the text or choose a different image. This should give you a shortlist of ideas for your image. Your image may be either commissioned (ie you instruct a photographer to take to take it) or sourced (ie you find one from an image library). A poor quality image will undermine our brand. If there is no suitable image, you can use a text-only solution. Choose images which complement our colour palette. Don t use too many colours in a single document or web page.. How does the image fit with the brand? For the subjects we study, look for colour, composition and quality. Could a cut-out be used? To represent our people, look for images that are reallife, active and engaged. 5. Which format will the image be used in? For example: portrait for covers, landscape for spreads, letterbox shape for the web. If it doesn t work, crop the image or choose a different one. 6. Does the image have enough clear space? Clear space is needed for logos, headlines and navigation menus on websites. Cropping images or using a good quality cutout may help create more space for copy. This should allow you to effectively brief your photographer or designer to search for the right image. If you can t think of a caption, the image is probably not appropriate, so choose another, more relevant image.

20 0 Core design elements images to represent subjects and research Images to represent the subjects we study should be excellent quality in terms of their content, composition and resolution. Think of a publication like National Geographic magazine, which shows fascinating subjects in a highly engaging way through great photography and editorial. Don t use clichéd stock shots, and if possible photograph real subject matter (for example an archaeological discovery) to make the image more relevant to the University. If you can t photograph the subject you can use a stock image, as long as it is of the correct subject matter and of a suitable quality. colour, composition & quality Examples of excellent-quality, on-brand images of the subjects we study In addition to subject matter, look for: An interesting composition and crop. Curved shapes within the shot work best with the logo and sell/tell headline style Richness of colour (especially drawing on colours from the primary palette) Excellent quality of photography. Always aim for the best image possible Remember: Leave sufficient clear area for the headline, logo or navigation If an appropriate, high-quality image is not available, use a textonly approach Always caption the image to show its relevance and context. Captions must be inspiring and relate to the information on the page. All images must be captioned apart from: - full-bleed images where the story works as the caption - where there is boxed text or a quote on the image that acts as a caption - small news-style images - items such as posters, because the sell/tell headline should explain the image Illustrations should be kept to a minimum and only be used if there is no photographic alternative, for example a historic event or the liver image shown on this page. They should be the best quality and presented within the guidelines Try to avoid using multiple images on one page Don t place images over images Images used on covers or double page spreads should be of professional quality; nonprofessional images should be used as sparingly as possible

21 Core design elements images to represent students and staff Images to show our students and staff need to portray our innovative and entrepreneurial approach to research or our culture of engaging and challenging our students and staff in their pursuit of learning. Wherever possible, we should use images of real students and staff in their working environment, studying, teaching or researching. Don t use shots that lack context about what the person is doing, and always make sure that they are active and engaged. For example in a conversation with a colleague, doing a presentation, or working in a laboratory. The guidelines operate around common sense and there is some flexibility. For example, for press shots, staff profiles and newsletters, where expensive photography is not an option, head and shoulder shots and/or images of people looking at the camera are acceptable at a small size, although the quality of the image must be maintained. New commissioned photography and images for big sell stories always need to be on brand. It is important that the images we use reflect the diversity of the University community. While it is difficult to show this in individual images, you should always review the image choices across your project as a whole to make sure they show the diverse breadth of students and staff within the University. real-life, active & engaged Examples of excellent-quality, on-brand images of our students and staff Look for: Students and staff engaged in activity Interesting composition and crop (for example depth of field or main subject placed off-centre) In-situ images, shot either in laboratories or on campus Richness of colour Excellent-quality photography. Aim for the best image possible Captions: Always caption the image to show its relevance and context. Captions must be inspiring and relate to the information on the page. All images must be captioned apart from: - full-bleed images where the story works as the caption - where there is boxed text or a quote on the image that acts as a caption - small news-style images - items such as posters, because the sell/tell headline should explain the image Captions are set in Freight Sans Medium 8/9.5pt Don t use: Contrived shots of smiling subjects looking directly at camera Overly cluttered shots Low resolution images. For prints 00 dpi images work best. For on-screen applications 7 dpi can be used

22 Core design elements using cut-out imagery You can use the cut-out style to represent the subjects we study at the University. A cut-out is an image that has been cut out from its original background and placed onto a plain background. This suits imagery that has an interesting outline shape and a good level of detail. Make sure the image is of excellent quality. Cut-outs usually work best against a white background. Any image you use should be relevant to the subject matter, so that it helps to illustrate the story rather than being there for decoration. shape, scale & detail In addition to subject matter, when sourcing cut-out shots: Look for interesting shapes; curved shapes work best with the logo and sell/tell headline style Think about the scale the image will be used at; a good level of detail and intricacy works best Excellent quality of photography. Never use clip-art Aim for the best image possible Remember: We don t recommend cut-outs of people. However, we do use them for small student profile pictures in our prospectuses. This is to make a wide variety of images from different locations appear consistent The quality of the cutout must be excellent. For example: clean, tight edges, with no evidence of its original background Ideally the background colour should be white

23 Core design elements brand wall Here is an illustration of the brand wall we have put together to help classify some of our imagery. You can view the brand wall in Communications and Marketing, Room 07, Building 7. You can also access the images through MediaBin, the University image library. For more information on MediaBin, please see page 7. Seriously off brand Off brand On brand Totally on brand Lacking context Snapshot style, backs of heads, poor composition Lacking context and relevance Active and engaged Shows impact of our work Active and engaged Posed shot. Relevance of surroundings? Too many angles, lacks context Engaged in study Could be better if there was a bit more movement Totally generic Lacks context, gloomy surroundings Posed, passport-style mug shot Snapshot style and poor composition University branded clothing makes image specific to us Great composition Image from high-profile TV series Images like these should never be used Images like these should only be used in exceptional circumstances. For example to demonstrate something specific about the University s activities. They should only ever be used at a small size Images like these can be used across our communications Images like these should be used for our highest profile communications, such as our corporate website and our prospectuses

24 Core design elements good and bad examples 7 Too Too posed; not active and engaged. Lacks context; Desmond Tutu isn t recognisable. Unclear what the event is Desmond Tutu is active, engaged and clearly recognisable. It s clear what the event is, and that the University is hosting it 7 posed; not active and engaged. Lacks context; not clear that it s a wind tunnel in Shows the wind tunnel in use: gives context and demonstrates the importance of our work society 7The students are inactive. Cluttered composition Interesting Shows a student engaged in study. composition 7A generic student shot these students could be from any university clear These students are wearing University of Southampton branded clothes, so it s they are from our university 7Too posed; not active and engaged. Poor quality, poorly lit passport-style photo and Engaged in discussion. Well lit, with good composition colour 7The interior of West Quay is shown as static, with poor lighting and composition. students Lacks context Shows the city s shopping area and in context

25 5 Core design elements image use on the web Image colour complements the rest of the page design 7 Lacks impact and immediate sense of what the academic unit is good at, or what its unique selling point is 7 Logo not clearly visible against the background due to the cluttered and confusing image composition 7 The composition of the image does not suit the letterbox format. The image focal point has been cropped out Colours complement the logo and navigation bar 7 Unnecessary use of conceptual graphic image; would work better with a more natural image, specific to the University Logo is legible against the uncluttered background Abstract shot works well for this type of subject matter Image colour complements the rest of the page design 7 Centre column should not be used to display logos. If no appropriate image is available, this area can be used for a written description of Mexsu. For explaining what they do for those who aren t familiar with their work The side column can be used to display the logo Main image is a news/event shot rather than one that represents the Centre 7 Image is out of date and shows the previous Vice-Chancellor The students are engaged in their subject Image colour complements the rest of the page design 7 Logo not clearly visible against the background 7 The composition of the image does not suit the letterbox format. The image focal point in the centre of the banner is empty

26 6 Core design elements image use in publications Southampton Law School A First Class legal education. LLB programmes Where am I going to live? Accommodation guide 00 Making the most of your money Our guide to UK student finance Clear space for logo 7 Heading and descriptor are difficult to read against the image 7 Generic and overused image. If another image is not available, interesting cropping may make it more distinctive Logo clearly visible against image Shows a location on campus and uses real students engaged in conversation 7 Cropping could work harder to reveal more of the accommodation and less of the path in foreground 7 Logo is not clearly visible against the background 7 It is not obvious what the student is doing 7 Student looks bored rather than engaged in what she is doing University of Southampton International Students Guide Investing in your experience Student Centredness Budget report 008/09 Strong colour and composition Clear space around logo 7 Generic image that could belong to any organisation perhaps it could be made more specifically about students by using a shot of sweatshirts all branded with different countries or locations Aspirational, active and engaged image Uncluttered image provides plenty of space for the logo and copy Student is active and engaged in his work 7 The text on the image is not legible closer cropping may create more copy space 7 Cut-out image of computer mouse doesn t communicate anything so should not be used

27 7 Core design elements using MediaBin MediaBin is the University image library. It is the resource for all University staff to store and source on-brand imagery. The University panel of approved design agencies also has access to MediaBin to source imagery when commissioned to create marketing materials. All staff can access MediaBin by following the steps below: Checking and editing image usage notes When using an image from MediaBin, follow the steps below to check the notes on where the image has been used and if there is a sell/tell or caption associated with it. If you are using an image in a key position, for example as a feature spread of a brochure or a banner of a website, add information on where and how you are using the image, to help prevent any one particular image being overused.. Log on to Click on the thumbnail of the image you wish to use a Properties box will open. Type in your University username and password. Click on the Properties link in the top right hand corner, then select Edit metadata Your user name and password will give you access to specific areas on MediaBin, including your academic unit or professional service area and the Communications and Marketing public area. To change your permissions, contact serviceline@southampton.ac.uk. The Photoshop caption field will hold details of any sell/tell or caption that is associated with the image. You can add your own sell/tell, caption and notes here. The Comment box will hold details of where the image has been used, for example accommodation brochure or law website. Please also add details of where you use the image, including the date Note: There are two types of licence agreement for images: royalty free and rights managed. Royalty free images can be used an unlimited number of times, whereas rights managed images have been bought for a specific use and a set period of time. For any enquiries about images and MediaBin, commssupport@ southampton.ac.uk

28 Communicating on brand

29 9 Communicating on brand our tone of voice principles Our tone of voice should reflect our brand proposition. The University of Southampton combines academic excellence with an innovative and entrepreneurial approach to research, supporting a culture that engages and challenges students and staff in their pursuit of learning. Our culture of interdisciplinary collaboration enables us to pioneer vital new fields and shape tomorrow s thinking. What does this mean? Our writing should have the following characteristics: Enthusiasm (we are often communicating exciting new ideas) Confidence (we can write with authority on many subjects) Intelligence (we are a community of bright people) Relevance (our stories should engage our different audiences) Accessibility (our work should be expressed in a clear, journalistic style) What sort of personality are we? An engaging, articulate individual who shares their passion for learning and discovery. Who or what are we like? Think of the best popular (academic) broadcasting and writing Andrew Marr and David Attenborough, the Observer Magazine and The Economist. 5 How do we express ourselves? We should always express ourselves clearly, which means using recognised practices of good communication: - short sentences - pitching at an appropriate level for the audience - plain English, written in a lively, interesting and well-crafted way - the active voice and personal pronouns (eg we will provide training, not training will be provided ) 6 Where do we apply our tone of voice? Our tone of voice is key to internal and external communications that represent the University, including newsletters and advertising, but not academic papers. 7 What about our digital platforms? Articles published online should follow the same tone of voice principles where possible, while acknowledging that viewing on screen is different to reading printed communications. Oceanography offers insights into physical, chemical, geological and biological processes, which will allow you to contribute to the future use and care of the ocean system. Power your business. Marine expertise & innovation Southampton is one of southern England s top A great night out leisure and cultural destinations, offering a vibrant Whether you re into the club scene or you just want to mix of recreation, culture and entertainment from unwind with real ale or good food, there s something bars and nightclubs to restaurants, cafés, cinemas, for everyone in Southampton. It s a student-friendly arts and sporting venues, and one of the UK s city and every evening students fill the pubs and clubs top 0 shopping centres. many of which offer good-value student nights. Clubs in Southampton offer a mix of music nights, with Outstanding location a hugely popular student night at one of the city s largest One of the greenest cities in southern England, our clubs. If you just want to unwind, head to Oxford Street students love the many parks and green spaces around in the city centre, which has a wide variety of restaurants, the University, including the huge Southampton as well as cosy cafés and lounge bars. Common, located right alongside three of our campuses Leisureworld is an enormous entertainment complex perfect for an impromptu game of football or Frisbee. that features a -screen cinema, two nightclubs, Our coastal location provides countless opportunities a casino, bowling alley, bars and restaurants. For arthouse films you can visit Harbour Lights a stylish, for sport and leisure, in addition to the range of water sports you might expect. The marinas and waterfront bars contemporary cinema located on the waterfront. and restaurants are great for a night out or a lazy Sunday. The city also hosts the largest on-water boat show in Shopaholics Europe the annual Southampton Boat Show. Southampton is a haven for retail therapy of any When you want a break from city life, you can head for the kind. WestQuay, one of the UK s top 0 shopping New Forest National Park, which is less than half an hour centres, boasts all your high-street favourites in a away. Ponies, deer and cows roam free in open grassland single location. The city centre is bursting with quirky and beautiful forests stretching for more than 5,000 boutiques, affordable antique shops and an impressive hectares (5 square miles). You can walk, ride horses, number of designer stores as well as plenty of paddle canoes, cycle cross country or relax in a country choice if your budget is on the tight side. pub. Alternatively, the sandy beaches of Bournemouth and Poole are just down the coast, and the Isle of Wight is only a ferry ride away. Southampton has everything a fantastic uni, great facilities, brilliant shopping and everyone raves about the social life. Kirsty Burrows, second year-physiotherapy student Discovering new possibilities. Postgraduate offer brochure 00 The first part of the headline is the sell The second part of the headline is the tell At Southampton, we have the largest grouping of marine and earth scientists in the UK at Europe s leading centre for the study of marine and earth science. 9 Articles are sometimes supported by standfirst paragraphs which are used to provide the reader with an overall sense of the communication For the latest editorial style guide, which includes conventions on headlines, standfirsts, and referring to academic units and faculties, visit SUSSED/Services/ Communications and Marketing

30 Digital media

31 Designing on brand digital media Our digital communications draw on our brand and visual identity and operate with a similar set of rules to those that govern our printed publications. The digital outputs include website architecture, navigation and design for academic units, professional services and research centres and groups. They also include the creation of video, e-newsletters, social media and click-turn PDFs. All the templates that have been produced for websites, s and video are sufficiently flexible to allow them to be used for a range of audiences. Digital templates Corporate website homepage Academic unit homepage e-voice internal newsletter Opening and closing screens for video clip

32 Digital media standard information architecture (SIA) for academic units The standard information architecture (SIA) for academic units delivers a consistent architecture, navigation and template design for all academic unit websites. SIA also feeds centrally produced information into the websites and allows content sharing on large sources of information such as courses and modules between the websites of individual academic units. This not only decreases the work needed to maintain websites, but increases the consistency of our brand messages being communicated. All academic units can choose one of the following template and colour options for their website. Content-rich homepage template Information-based homepage template Highly visual homepage template For further information, visit SUSSED/Services/ Communications and Marketing Ten colour options

33 Digital media standard information architecture (SIA) for professional services Standard information architecture (SIA) for professional services delivers a consistent set of template designs across all professional service websites. Because of our diverse range of professional services, there is no single consistent architecture and navigation to fit them all. However, common elements are identified and standardised across the services. Here are the template design options for professional services. Internally facing services template. There is only one colour option on internal templates Externally facing services template Revenue-generating services template For further information, visit SUSSED/Services/ Communications and Marketing Four colour options for externally facing and revenuegenerating services templates