Newcastle University Brand Guidelines

Transcription

1 Newcastle University Brand Guidelines August 2014

2 Contents Newcastle University Logo 2...University Logo and Trading Name 3...Logo Artwork 4...Corporate Logo Colours 5...Logo Positioning and Minimum Size 6...Incorrect Logo Usage 7...Logo Usage for Specific Events 8...Additional Logos 9...Website Logo Usage 10...Website Design Template 11...Social Media Usage Lion and Lion Crops 13...The Lion as a Design Feature 14...Lion Crops and Colour Tints Brand Design 16...Colours 16...Corporate colours and secondary palette 17...Colour combinations 18...Typography 18...Printed material 20...Internal documents 21...Photography 21...Content 22...Student experience 23...Sense of place 24...Teaching and learning 25...Research 26...Student profiles 27...Newcastle University in Print 27...Recruitment literature Stationery 29...How to Order Stationery 30...Stationery Examples Support and Guidance 32...Policy, Regulations and Downloadable Items 33...Commissioning Design and Print

3 Newcastle University Logo 1

4 University Logo and Trading Name The Newcastle University logo is at the heart of, and crucial to, our brand identity. It allows us to project an instantly recognisable presence at home and throughout the world. There are two important elements to the Newcastle University logo the crest and the name Newcastle University, which must both be used together. The University uses the trading name Newcastle University consistently in all corporate communications and applications. The University s official title is University of Newcastle upon Tyne as registered officially in its Statutes and with the Privy Council. Where the logo and trading name are used on official, legal or contractual documents (ie the official name is not used), there should always be an explanatory phrase: The University of Newcastle upon Tyne trading as Newcastle University. The crest The name 2

5 Logo Artwork There are four versions of the University logo: a two-colour logo a two-colour logo for use on a dark background a single colour logo a single colour logo for use on a dark background Each logo is available for download as an EPS or JPEG file. You can download the correct versions of the logo from the photolibrary: asset-bank/action/viewhome Users must adhere to the policy guidelines available at and the technical guidelines detailed in this brochure. Blank document templates are also available from the photolibrary in the logos category, which have the University logo pre-positioned for you. These are available in Word, Quark and InDesign or as PDFs. The two-colour logo This is the version of the logo which uses the University s corporate colours. This version will always be used on stationery, and should be used wherever possible on all other applications, to give maximum impact. This version is for use on a white or light background (see page 4 for colour specifications). A version of the two-colour logo for use on a dark background This version of the two-colour corporate logo has been developed so that it is clearly visible on a coloured background. You will notice that the University name and edge of the crest are in white so that they stand out. Please note: this version should not be used in a box the rectangular colour background is only used to illustrate how it looks on a colour background. 3 A single colour version of the logo This single colour version of the logo is also available to use on a white or light background. Please note: if used in any colour other than black, all the black elements must become the same colour, eg all blue, all red, all green, all purple. A version of the single colour logo for use on a dark background This version of the logo has been developed so that it is clearly visible on a coloured background. In this version, the words Newcastle University, the area immediately behind the lion, the arms of the cross and the outline of the crest are always printed in white so that they stand out. The lion and background to the cross element of the crest should always appear in the same colour as the background you are reversing out from (ie you will need to change the reference from black to your chosen background colour on the logo artwork file). Please note: this version should not be used in a box the rectangular colour background is only used to illustrate how it looks on a colour background.

6 Corporate Logo Colours Newcastle University s corporate colours are red (Pantone 186) and blue (Pantone 541). Wherever possible they should be printed as special colours. By specifying the Pantone references below, any printer should be able to match them precisely. If you cannot print the corporate colours as special colours, they can be reproduced from a four-colour printing process as specified below. The PANTONE MATCHING SYSTEM is a worldwide printing, publishing and packaging language for the selection, marketing and control of colour. Pantone is a registered trademark of Pantone Inc. The colours printed on this page and throughout the guidelines are not intended to match the Pantone colour standard. Always use Pantone swatches as the most reliable match for colour. Printing the logo using corporate colours Printing in special colours on coated stock Printing in four-colour process on coated stock Printing in special colours on uncoated stock Printing in four-colour process on uncoated stock RGB for on-screen use Paint for signs and livery Vinyl for signs and livery Newcastle University Blue Pantone 541CV 100% cyan 58% magenta 9% yellow 50% black Pantone 541CVU 100% cyan 58% magenta 9% yellow 50% black 0 red 63 green 114 blue Match to Pantone Match to Pantone Newcastle University Red Pantone 186CV 2% cyan 100% magenta 82% yellow 6% black Pantone 186CVU 2% cyan 100% magenta 82% yellow 6% black 198 red 12 green 48 blue Match to Pantone Match to Pantone 4

7 Logo Positioning and Minimum Size Logo exclusion zone Newcastle University s logo has two elements which are always in a fixed relationship the crest and the name. The specially designed typeface for the name can never be used in isolation from the crest. The crest can only be used separately in the following circumstances: on degree parchments on certain items of memorabilia as a fav icon Logo exclusion zone The logo must always have a clear space, an exclusion zone, around it as shown (right) to ensure clarity. The space is the height of the e in Newcastle. Recommended minimum size The logo has been developed to ensure that it is always visible and impactful. To ensure this legibility the recommended minimum size for the logo is 30mm across the width of the logo. Logo positioning and templates The University logo should normally be positioned top right on any document. Document templates with the logo pre-positioned top right are available from the photolibrary in Microsoft Word (A5 to A3) and Quark/InDesign/PDF (A5 to A1). The single colour and corporate colour logos are available. See action/viewhome Minimum size 30mm (minimum size) 5

8 Incorrect Logo Usage These examples of incorrect usage of the logo illustrate use of the logo in ways which undermine its quality, status and clarity. Only use the logo as specified and only generate it from original artwork. Never attempt to generate the logo by any other means. This example is the correct usage of the two-colour corporate logo. Do not attempt to change the relationship between the crest and the logotype. The crest should always be to the left of the name, never to the right. Never change the size of the crest and logotype. The logo should never be produced in any colour other than the corporate colours or one single colour. 6 These examples are the correct usage of the two-colour and single colour logos on a coloured background. If the two-colour and single colour versions of the logo are not clearly legible on a coloured background, the reversed out options should be used.

9 Logo Usage for Specific Events It can be useful when working with other partners/ universities/businesses on specific projects/events to express the University s involvement through the use of the logo with additional wording. Artwork for the relationships expressed here can be downloaded from the University s photolibrary at 7

10 Additional Logos General approach and principles The vast majority of users should use only the University logo. This will ensure that the University is presented externally in a professional, consistent and high profile manner. It is important in all markets to minimise the risk of confusion and brand dilution. It is acknowledged that there may be a small number of individual cases where it is appropriate for a unit to develop and use a separate logo, on business or organisational grounds. This includes research institutes and centres that are collaborations with other external partner organisations or approved campuses in another country. The regulations governing the approval, development and use of a logo in addition to the University logo are available at branding/branding/cvi/policy/additional For further information on additional logos, please brand-support@ncl.ac.uk Official University research institutes and centres Research institutes and centres are not permitted to develop an additional logo to use alongside the University logo. An approach has been designed using the University logo together with the research institute or centre name, instead of an additional logo. To arrange for artwork to be supplied for your institute please brand-support@ncl.ac.uk International logo An international version of the University logo has been developed for use on: PowerPoint presentations at international conferences with a global audience corporate PowerPoint presentations where it is helpful to show the international reach of the University specific institution-approved global campaigns linked to international brand reputation specified institution-approved corporate publicity This logo does not replace the current University logo, and should not be used in circumstances other than those detailed above. PowerPoint templates incorporating both the main and international versions of the logo are available at If you require the international version of the University logo, please your request to brand-support@ncl.ac.uk Research institute/centre logo example International logo 8

11 Website Logo Usage Minimum size The logo must be used on all University websites at Websites on other domain names should request permission to use the logo via The logo has been developed to ensure that it is always visible and impactful. To ensure this legibility the logo should not be reduced below the minimum size of 173 pixels wide by 58 pixels high at 72 dpi. Exclusion zone A minimum clear space around the logo should be set at 15 pixels. 58 pixels 15 pixels 173 pixels 15 pixels 9

12 Website Design Template Current template The University s current web template can be viewed at and subsidiary pages. The logo is aligned to the right, with the University home page an exception. Clicking on the logo will act as a link back to the University s external home page in order to provide users with a consistent experience. Template development A new web template is being developed and migration to this template will begin in New guidelines will be issued as soon as this is finalised. The new design will be part of a mobile responsive template, which will address user needs and changing ways of accessing information. If you are undertaking any web design/development work in the meantime, please contact webmaster@ncl.ac.uk for guidance. 10

13 Social Media Usage Social media profile images The recommended icons for profile images on all University social media accounts are shown (below). This approach provides a unified, coherent yet distinctive presence on Newcastle University social media accounts to help customers easily identify the most relevant account for them. Colours have been aligned to particular categories so that users who follow a number of accounts, particularly on Twitter, can distinguish between Central, Service, School and other official University accounts. You should use the same lion profile image across all social networks including Facebook, Twitter, Youtube, Google+, Instagram and Pinterest. The Digital Marketing & Social Media Team can supply the appropriate jpeg/png files of these profile images for your School, Faculty or Service to use. Please socialmedia@ncl.ac.uk with your request. Social media naming guidance Always identify your account as being part of Newcastle University by either mentioning Newcastle University or using the abbreviation NCL. This will allow users to search and easily identify you. If you can t include Newcastle University or the abbreviation NCL within your username, make sure Newcastle University is mentioned in your bio on Twitter, as part of your Facebook Page name or as your description on Google +, Instagram or Youtube. Please avoid using NU as an abbreviation to avoid any confusion with Northumbria University accounts. When using hashtags, it s best practice to make sure they re unique to your campaign/event so search for them on Twitter and Instagram first. To make hashtags unique and synonymous with Newcastle, you could include ncl within your hashtag. The University s complete social media brand guidelines are available at socialmedia/support Central University School and Subject accounts Services Students Union/ The Courier Research Institutes Professional Development The University Press Office International Office All schools including: Medical School English Biomed All Services including: Careers Service Alumni Association ISS Library Student Progress The Students Union The Courier Newcastle University Institute for Ageing Newcastle University Institute for Sustainability Newcastle University Institute for Social Renewal Continuous Professional Development Accounts 11

14 12 Lion and Lion Crops

15 The Lion as a Design Feature The University lion, which appears in the crest, can be used as an effective design feature. It can be used as a complete lion, or in a number of specially-designed cropped versions, as shown in the following pages. 13

16 Lion Crops and Colour Tints The lion can be used in its entirety or cropped. It may also be used as a solid colour or in tints, depending on the design context. The lion may be used in any colour. The lion artwork can be downloaded from the photolibrary at asset-bank/action/viewhome The crops divide the lion into three sections (head, middle and tail) or into two sections (head and tail). The crops have been carefully selected and designed, and should always be used in these ways. Please do not make up your own cropped versions. This ensures overall consistency and coherence in the use of the lion across all applications. Lion head crop The lion head enters the page from the right and is cropped as shown. Lion middle crop The lion bleeds off both edges of the page and is cropped as shown. Lion tail crop The lion tail enters the page from the left and is cropped as shown. Lion crop tints The lion tints shown right are created using the corporate colours: Pantone 541CVU Blue Pantone 186CVU Red Pantone 100% Black The background is made of 100% colour or white. 80% 80% 7% 7% 80% 80% 7% 7% 14 80% 80% 7% 7%

17 15 Brand Design

18 16 Colours Corporate colours and secondary palette Newcastle University s corporate colours are red (Pantone 186) and blue (Pantone 541). A secondary colour palette has been developed to give examples of possible colour combinations across Newcastle University s marketing communications. Using the secondary colour palette is not compulsory, however if you wish to use the recommended colours opposite, the colour specification is shown next to each colour. If you are using a designer from the University framework of approved designers, they will be able to advise on secondary palettes. Corporate colours Example secondary palette Pantone 186 CMYK 2 / 100 / 82 / 6 RGB 198 / 12 / 48 Pantone 326 CMYK 84 / 0 / 38 / 0 RGB 0 / 178 / 169 Pantone 258 CMYK 51 / 79 / 0 / 0 RGB 147 / 80 / 158 Pantone 7455 CMYK 90 / 65 / 0 / 0 RGB 64 / 96 / 175 Pantone 811 CMYK 0 / 67 / 91 / 0 RGB 255 / 84 / 22 Pantone 2995 CMYK 83 / 1 / 0 / 0 RGB 0 / 169 / 224 Pantone 226 CMYK 0 / 100 / 2 / 0 RGB 207 / 0 / 114 Pantone 383 CMYK 35 / 0 / 100 / 20 RGB 162 / 173 / 0 Pantone 541 CMYK 100 / 58 / 9 / 50 RGB 0 / 63 / 114 Pantone 271 CMYK 50 / 46 / 0 / 0 RGB 144 / 147 / 206 Pantone 124 CMYK 0 / 32 / 100 / 0 RGB 253 / 200 / 47 Pantone 542 CMYK 65 / 19 / 1 / 4 RGB 100 / 160 / 200 Pantone 7428 CMYK 20 / 96 / 34 / 62 RGB 109 / 45 / 65 Pantone 5265 CMYK 86 / 84 / 9 / 45 RGB 64 / 59 / 101 Pantone 316 CMYK 97 / 21 / 33 / 73 RGB 0 / 73 / 83 Pantone 7463 CMYK 100 / 62 / 12 / 65 RGB 0 / 49 / 80

19 Colours Example colour combinations Colour combinations When working on a publication, you will need to use a range of colours together. The use of complementary colours with contrasting tonal values is key. Select a dark tone, mid tone and light tone. Do not use colours with similar tonal values as a lack of contrast will result in the publication losing depth and appearing flat. The combinations shown here (not compulsory), are examples of how colours can be brought together to create a strong colour scheme. If you are using a designer from the University framework of approved designers, they will be able to advise on complementary colour combinations. Pantone 226 Pantone 7428 Pantone 258 Pantone 383 Pantone 316 Pantone 326 Pantone 271 Pantone 5265 Pantone 811 Pantone 2995 Pantone 7463 Pantone 7455 Pantone 186 Pantone 541 Pantone

20 Typography Printed material Newcastle University uses three main typefaces in its centrally produced printed recruitment/ marketing literature. These typefaces are Bariol, Helvetica Neue and DIN. They are listed to provide guidance when choosing typefaces for your publication, but are not compulsory. Please see overleaf for examples of how these type styles are used for the University s Undergraduate Prospectus. The University s approved design companies (see the framework at print/publications/designers) have purchased licences for these fonts to use in University publications. The University has a site licence for Bariol, which is installed on all Windows desktops on campus. It is also available for Mac OS please contact NUIT Support to raise a request to have the font installed on your desktop. If you wish to use Helvetica Neue or DIN typefaces independently you will need to purchase the licences. Typefaces can be expensive to purchase and you may wish to choose a similar typeface that is available on your computer instead. See page 20 for compatible fonts that are freely available on PC/Apple Mac systems. Typefaces Aa Aa Aa Bariol abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; Helvetica Neue abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; DIN abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; 18

21 Typography Printed material Specifications for Newcastle University s typography styling in the Undergraduate Prospectus: Title Font: Bariol Regular, Colour: Pantone 541/186, Size: 60pt, Leading: 46pt, Tracking: -6*, Space before: 0mm, Space after: 4mm About the City Newcastle is the cosmopolitan capital of North East England, just three hours from London by train. One in six people in Newcastle is a student and we have an international reputation for our vibrant social scene. We also have world-class arts, music, shopping and sport right in the city centre. And we re just 25 minutes from the beach! 19 Introduction Font: DIN Regular, Colour: 90% Black, Size: 13pt, Leading: 14.5pt, Tracking: -8*, Space before: 0mm, Space after: 2mm Header Font: DIN Medium, Colour: Pantone 541, Size: 11pt, Leading: 10pt, Tracking: -8*, Space before: 1.5mm, Space after: 0.5mm Sub header Font: DIN Medium, Colour: Pantone 542, Size: 9.5pt, Leading: 10.5pt, Tracking: -8*, Space before: 1mm, Space after: 0mm Body Font: Helvetica Neue Light, Colour: 90% Black, Size: 8pt, Leading: 10.5pt, Tracking: 0*, Space before: 0mm, Space after: 2mm Quote Font: Bariol Regular, Colour: Pantone 186, Size: 11pt, Leading: 11pt, Tracking: -2*, Space before: 2mm, Space after: 1.5mm Caption Font: DIN Medium, Colour: 90% Black, Size: 6.5pt, Leading: 7pt, Tracking: -4*, Space before: 0mm, Space after: 0.75mm *Tracking valuation only applies to QuarkXPress Number 1 for student social life Newcastle is a big city in a small space, offering all the excitement of a modern metropolis combined with small-town friendliness. We have students from over 110 countries and embrace diversity in all its forms. So whether you re a fashionista or a foodie, a shopaholic or a culture vulture, our friendly, affordable student city is waiting to welcome you! Student city The city of Newcastle attracts around 50,000 students each year, helping create the city s energetic social scene and legendary nightlife. It s no wonder we re one of the UK s favourite student cities and have been voted first in the UK for student social life. Warm welcome There s a reason Newcastle has a reputation as one of the friendliest cities in the UK it is! You can t fail to feel at home in Newcastle, with its infectious accent and unique culture. I decided I wanted to come here before I even arrived. The friendliness of the people on the Metro from the airport had me sold! Sophie, Biology student Watch our city video Tour the city online Find out more Size matters One of the best things about Newcastle is its size. We re big enough that there s always something to see or do. But we re not so big you will feel lost in the crowd or need an A Z to get around. And Newcastle University campus is right in the city centre, meaning you re always at the heart of the action! The Tyne and Wear Metro makes it easy to get around, and even connects the city to the coast great for summer day trips! Sports fanatics Sport is integral to Newcastle s identity and you can see top-flight sport right in the city centre. Premier League football team, Newcastle United, plays in a 52,000-capacity stadium in the city centre We have top-flight basketball and rugby union teams, Newcastle Eagles and Newcastle Falcons Gateshead International Stadium hosts a busy programme of international athletics The world s biggest half marathon, the Great North Run, welcomes over 50,000 runners of all abilities to the city each year Images: Theatre Royal. Grey s Monument. The Quayside. Eldon Square

22 Typography Internal documents The Newcastle University logo uses a specially designed typeface. This helps to make the logo unique and distinctive. You are not required to use any particular font or typeface for your internal documents. However, it is recommended that you use a font/typeface that complements the Newcastle University logotype. Compatible fonts that are readily available on PC/Apple Mac systems include: Verdana Arial Times New Roman Bariol All specified fonts can be used in italic form. Typefaces Aa Aa Aa Bariol Verdana abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; Arial abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; Times New Roman abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; Aa abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ $%*()!?.,:; 20

23 Photography Content Photography is vital in conveying the University s identity. Our photography reflects the University s status as a world-class, forward-thinking red-brick University and highlights the student experience, research focus and the University s ideal location in the centre of a vibrant city. These Brand Guidelines highlight photo styles for the following categories: Student experience Sense of place Teaching and learning Research Student profiles The style focuses on the individual or a single item, emphasising the subject to create an iconic image. The photography focuses on real people and uses a strong mix of red-brick imagery and images of new facilities and University buildings. The use of deep, bold and vibrant colours in the photography is important to unify the photography supplied by a range of different photographers. We have a comprehensive library of images on the University s file and image bank library. University staff members can access the bank of images by visiting If you wish to source one of our photographers, please visit photoshoot For further advice on photography or resource such as photo permission forms, please publications@ncl.ac.uk 21

24 Photography Student experience 22

25 Photography Sense of place 23

26 Photography Teaching and learning 24

27 Photography Research 25

28 Photography Undergraduate student profiles Postgraduate student profiles 26

29 Newcastle University in Print Printed recruitment literature Recruitment literature The use of consistent design approaches in printed marketing material creates a personality that is easily identifiable as Newcastle University. The typography and photography styles are an integral part of this personality and the following examples of printed publications illustrate how using a consistent approach to design enhances the brand strength. Examples of printed recruitment literature Undergraduate Prospectus Postgraduate Prospectus Visit Days Examples of corporate recruitment literature Vision Profile and Annual Review Financial Statements Key Facts Corporate recruitment literature 27

30 28 Stationery

31 How to Order Stationery Our corporate stationery gives us an opportunity to create widespread recognition of our brand and a positive impression of the University. Stationery may be one of the first items that an outsider receives from Newcastle University, and is often the first point of contact. First impressions are very important, so it is essential that our range of stationery is high quality and professional in appearance. All stationery should be ordered using the online stationery ordering system, which ensures that letterhead, business cards and compliment slips are produced to a common specification and high standard. The online stationery ordering system is available at Examples are shown on page

32 30 Stationery Examples

33 31 Support and Guidance

34 Policy, Regulations and Downloadable Items In addition to this Brand Guidelines manual, further details about the University s Brand Policy and Regulations are available from our website at You may also download the following items from the photolibrary at University logo Word, Quark, InDesign and PDF templates with the logo pre-positioned Logo for use for specific events Lion design device artwork Queries about how to use the University branding should be ed to brand-support@ncl.ac.uk Questions about photography or buying design and print should be ed to publications@ncl.ac.uk Questions about use of the logo online should be ed to webmaster@ncl.ac.uk Questions about social media branding should be ed to socialmedia@ncl.ac.uk 32

35 Commissioning Design and Print A detailed description of the preparation and work required to produce a printed publication is available to download from the University s intranet. This includes information and guides on the University house style, proof-reading tips and a summary of the design and print process. To access these guides, please visit Commissioning design Newcastle University has a framework of approved external designers in place to cover the printed design needs of the University. There are 12 designers in total to cover any design job you have. All of the suppliers have been through an EU tendering process and have also been fully briefed on the University s Brand Guidelines. To access the list of approved designers, examples of work and contact details, please visit Commissioning print Newcastle University has a framework of approved external printers, in addition to the University s Print Services, put in place through the EU tendering process. These printers have been appointed to cover printing needs for the University. To access the full list of external printers and contact details for each printer, please visit If you have any further queries regarding the production of marketing materials in accordance with the University s Brand Guidelines, please publications@ncl.ac.uk 33