Brand Guidelines. Published by Marketing and Communications Creative Services Unit. Creating a compelling and coherent visual brand system

Transcription

1 Brand Guidelines Published by Marketing and Communications Creative Services Unit Creating a compelling and coherent visual brand system

2 Birmingham City University Our brand 3 Contents Our brand Our brand 3 Introduction 4 An inspirational brand - our promise Logo and brand policy 9 Logo heritage 10 Main logo presentation 11 Vertical logo presentation 12 Logo - colour reproduction 13 Recommended sizing 14 Logo placement 15 Accessibility - use on colour fields 16 Logo - inappropriate use 17 Brand hierarchy Colour systems 19 Using colour with our brand 20 Brand palettes 21 How we use colour 22 Colour application examples Type styling 25 Our typefaces - primary 26 Our typefaces - secondary 27 Type styling 28 Identifying marketing material with type 29 Titling communications Image policy 31 Using imagery with our brand 32 Projecting the right image 36 Selective focus Communicating on brand Tone of voice 39 Key principles Graphic Language Publications 43 Grid systems 44 Spread examples 45 Introduction spread examples 46 Cover examples Presentation and stationery templates 49 Stationery templates 51 Word templates 52 PowerPoint presentation template Exhibition, display graphics and signage 56 Exhibition and display graphics 58 Information and directional signage 59 General campus signage Promotional items 61 Merchandise and gifts Introduction At Birmingham City University, we re dedicated to transforming the future prospects of our students and strive to be recognised as the leading university for creative and professional practice-based education in the UK. Our visual identity will reinforce this vision, reflecting our four key Brand Beliefs and Brand Promise in a confident and inspiring way. Most importantly, the elements contained within this document will clearly define who we are and what we stand for.

3 Our brand Birmingham City University 4 5 Our brand Proposition and principles An inspirational brand - our promise Birmingham City University is changing. We have four key Brand Beliefs and a Brand Promise that underpin everything we do and say as a brand. It is therefore important that our visual identity, marketing communications and promotional items evolve in order to align with our vision, support our mission and are underpinned by our foundations. Everything we do is grounded in our four new key Brand Beliefs: - Locally committed, globally ambitious - Transforming futures - Stronger together - Practice focused, academic excellence. Our brand framework 1. Our vision To be recognised as the leading university for creative and professional practice-based education in the UK. 2. Our mission To transform the prospects of individuals, organisations and society through excellence in practice-based education, research and knowledge exchange. 3. Our Promise Inspiring Transformation 4. Our Beliefs Locally committed, globally ambitious Transforming Futures Stronger together Practice focused, academic excellence 5. Our foundations Transforming students Transforming Birmingham Transforming practice Transforming Birmingham City University By defining our Brand Beliefs together with our Brand Promise we will ensure: 1. A united voice, image and focus 2. Flexibility and resonance to unify all internal audiences 3. Consistency of all messaging 4. The brand is amplified at every possible touchpoint 5. All efforts drive towards our vision.

4 Birmingham City University Birmingham City University 6 7 Our brand framework Our brand framework Locally committed, globally ambitious Proudly committed to Birmingham and the wider region, we believe in constantly connecting and collaborating to transform even more into an international university in an international city. Stronger together We believe in building bonds of mutual reinforcement, respecting our diversity and embracing collaboration between our students, staff and partners that will allow us all to thrive in a changing world. Transforming futures In everything we do, we believe in creating richer learning experiences. From applying research into practice through to challenging viewpoints and sparking curiosity, we strive to fuel rewarding futures. Practice focused, academic excellence We believe in offering a stimulating blend of professional practice, academic research and knowledge sharing to foster the ambition and excellence that will truly benefit and inspire all our students, staff and partners. Stronger together Locally committed, globally ambitious Inspiring transformation From the prospects of our students, our city, region and the organisations we partner with, to the excellence of our creative and professional practice-based education, we will wholeheartedly dedicate ourselves to inspiring transformation. An ethos that will continually inspire new generations of students. Transforming futures Transforming futures Practice focused, academic excellence

5 Birmingham City University 9 Logo heritage Logo and brand policy Heritage Our contribution to the education of the citizens of Birmingham and beyond stretches back through a succession of predecessor institutions for over 170 years. We achieved university status in 1992 as the University of Central England, changing our name to Birmingham City University in 2007, reflecting our commitment to, and pride in, our home city. Key identifiers To promote our University, and to serve as an anchor for all subbranded parts of the organisation, we have developed our key identifier. It is composed of two core elements: our symbol and our wordmark. 01. Our symbol - heraldic tiger As a symbol of valour and regal bearing, the heraldic tiger was adopted from a historical University crest and given a contemporary graphic treatment. Used in conjunction with our wording and typeface the logo conveys a modern, innovative university that has retained a sense of history and heritage. 02. Our symbol used in tandem with our wordmark Symbol Wordmark 09 Logo heritage 10 Main logo presentation 11 Vertical logo presentation 12 Logo - colour reproduction 13 Recommended sizing 14 Logo placement 15 Accessibility - use on colour fields 16 Logo - inappropriate use 17 Brand hierarchy Our corporate blue reflects the academic dress worn by the university s honorary peers and academics since Consistently implemented, our symbol in tandem with our wordmark will help people to better understand Birmingham City University: who we are, our mission and our values.

6 10 11 Main logo presentation Vertical logo presentation Main logo 03. Main logo - for use on all marketing communications Vertical logo 07. Vertical logo configuration with exclusion zone The logo is designed to reflect our status and brand positioning. It symbolises our proud heritage and modern, forward-thinking approach. The main logo is to be used on all University marketing materials. As shown opposite, the symbol and the wordmark are always presented together. The logo must not be re-drawn; master files must always be used. The size, rendering, colour and configuration of all our key identifiers are fixed and should not be changed in any way. In addition to the main horizontal logo, we also use a vertical configuration. For most applications, the horizontal version is preferred, but there will be some occasions where space considerations make a vertical orientation more desirable (such as general campus or directional signage and display banner graphics). 06. Examples of vertical orientation application EZ It must be positioned to the top right on University materials where possible (see page 13). The identity is positioned here to help with brand recognition and is considered to be the optimum placement for our brand. There may be some applications that require a central positioning and this only applies to signage and some promotional merchandise. Exclusion zones 04. The recommended minimum clearance protects the logo Exclusion zone (EZ) = height of text EZ EZ EZ EZ EZ EZ In order to maximise its visual presence, the logo requires a surrounding area clear of any other graphic elements or text. The minimum exclusion zone is equal to the height of the type. Always allow at least this amount of clear space around the text of the logo. It is important that this rule is observed and the exclusion zone is maintained at all times. The logo will appear on many different applications and formats and this will help to give it clarity and presence. 05. Online logo For online and digital situations, the square configuration is used. Please refer to for full details of how to implement this. It is also used on social media where dimensions are already defined (such as Facebook, Twitter, Google+ and YouTube). Exhibition Welcome to City Centre Campus EZ All logos are available as electronic files, in different formats, from our staff intranet - just search logos on icity. Alternatively, corporate.identity@bcu.ac.uk. All logos are available as electronic files, in different formats, from our staff intranet - just search logos on icity. Alternatively, corporate.identity@bcu.ac.uk.

7 12 13 Colour reproduction Recommended sizing Colour 08. Main logo - for use on all university communications Consistent sizing 10. Main logo - key sizing for use on marketing collateral The logo only appears in the four colour blue - C100 M86 Y0 K64 or Pantone variants shown on this page. For RGB values see page 20. This colour is unique to our brand identity and we utilise it across our communications. Please avoid any other colour combinations when applying the logo. We avoid using colour tints whenever we reproduce our logo. CMYK/Pantone references Blue - C 100 M 86 Y 0 K 64 Blue - Pantone 2768C White - C 0 M 0 Y 0 K 0 Consistent sizing and positioning of the logo is required to maintain a well-defined branding system. Below are guidelines for logo sizing and margin spacing when our identity is applied across standard formats. A4 - portrait and landscape Logo height 15mm Left/right margin 12mm Top/base margin 15mm A5 - portrait and landscape Logo height 13mm Left/right margin 10mm Top/base margin 10mm A6 and DL - portrait Logo height 10.5mm Left/right margin 9mm Top/base margin 9mm A6 and DL - landscape Logo height 12mm Left/right margin 8mm Top/base margin 8mm Other formats A3, A2 and larger formats Designers must only use the A4 template and scale up the branding to the required size proportionately. A4-15mm A5-13mm A6/DL mm Black and white variations 09. Main logo - mono versions 12mm 12mm On occasions a black or white version of our logo may be required. These configurations maintain the integrity of our brand. 15mm 15mm All black Our symbol and wordmark are rendered in 100 per cent black to optimise legibility. 10mm 10mm 10mm 13mm All white Whenever our identifiers are reversed out of a dark background, all elements are rendered in white. 9mm 9mm 9mm 10.5mm We avoid using tints whenever we reproduce a mono logo. Black - C 0 M 0 Y 0 K 100 White - C 0 M 0 Y 0 K 0 A6/DL A5 A4 9mm 10mm 15mm

8 14 15 Logo placement Accessibility - use on colour fields Logo positioning 11. Main logo - anchored top right Maximising logo legibility 12. Mid grey backgrounds 13. Lighter backgrounds It is vital we apply our logo consistently across all of the University s material. It should always appear in one fixed position - anchored to the top right hand corner. This area must be kept clear and the logo should be uniformly applied across all materials. See page 13 for margin spacing across various formats. Brand hierarchy and titles We utilise space to present the University in a considered style and to ensure our messages are amplified and clearly delivered. Faculty name Document title Where backgrounds include colour or images, it is essential to consider the best options to project the logo effectively and how it complements any chosen images. There should always be good contrast between the logo and the background colour. Our corporate blue on a white or very pale background is the most legible. See page 16 for general guidance on logo use. Faculty of Business, Law and Social Sciences Undergraduate courses Learn today. Lead tomorrow. Document titles should be positioned in clear photographic areas and be 100 per cent legible. The left side of the upper logo panel is where we position faculty, school or department names. Please see page 17 for further guidance. When used alongside partnership logos or when we are sponsoring a publication/event, the logo can be positioned at the bottom or the back - in these cases contact corporate.identity@bcu.ac.uk for further guidance. Detailed or dark backgrounds Where the main logo sits on a dark, graduated, detailed or corporate blue background, all elements will need to be reversed out white. We avoid using tints whenever we reproduce our logo. 14. Reversing out white on darker palettes Faculty of Arts, Design and Media Course Guide Corporate Strategy Review

9 16 17 Logo - inappropriate use Sub branding Logo considerations 15. General don ts when applying our logo Arrangement and application 16. Logo arrangements shown in CMYK and mono configurations To ensure the logo is presented correctly, we have highlighted some key points to consider along with some examples of inappropriate use. Change our established colours The University has two sub brands within its brand structure: Birmingham Conservatoire and Birmingham School of Acting. Our sub brand logos are always secured to our main logo as shown. We apply the same exacting standards with positioning and reproduction as our main logo. A4-13mm A4-13mm Do not split identifiers or position incorrectly Department name Add type or a graphic element within its exclusion zone When used on the University website, the sub brands sit to the right of the square logo as the site name. Please refer to styleguide.bcu.ac.uk/examples. A5-10mm Study to Succeed Alter proportions, arrangement or spacing A4 Logo height 15mm Left/right margin 12mm Top/base margin 12mm A5 Logo height 10mm Left/right margin 8mm Top/base margin 8mm A5-10mm 16. Examples of application - reversed out white Colour Insufficient contrast with background colours The logo should only appear in the CMYK or Pantone variants shown below. For RGB values see page 18. Blue - C 100 M 86 Y 0 K 64 Blue - Pantone 2768C White - C 0 M0 Y 0 K 0 Use tints of our corporate logo colour on our symbol or wordmark When it is not possible to use the standard CMYK logo, a one-colour version should be used in either 100 per cent black or reversed out white. Birmingham School of Acting All logos are available as electronic files, in different formats, from our staff intranet - just search logos on icity. Alternatively, corporate.identity@bcu.ac.uk. All logos are available as electronic files, in different formats, from our staff intranet - just search logos on icity. Alternatively, corporate.identity@bcu.ac.uk.

10 Birmingham City University Primary logo Our key identifier Using colour with our brand Colour systems Proposition and principles Simple confidence. Creating colourful lives. Inspiring Transformation is at the very heart of our University. This is a massive promise to both our students and the organisations we work with and one that is perfectly illustrated by the many successful outcomes we can point to. So colour and how we use it is a crucial aspect of our visual identity. It must be used in a way that reflects this promise, the ambitions of our brand and our Brand Beliefs. This is not an elaborate colour system or an attempt to colour code all aspects of the University. This is about capturing the energy and passion of the inspiring, challenging and anything is possible culture we are creating. 19 Using colour with our brand 20 Brand palette 21 How we use colour 22 Colour application examples

11 20 21 Brand palettes How we use colour Our approach to colour To use colour simply and confidently, the colours we select, the way we use them and the principles that will guide their use are vital in communicating who we are. It means we don t use colour arbitrarily. Corporate colour C 100 M 86 Y 0 K 64 Pantone 2768C RGB R 0 G 15 B 77 Primary colours - CMYK Coated (Pantone Plus Series) Secondary colour combinations Our secondary colours provide designers with an alternative palette of colours. These colours are intended to be used in marketing materials to complement the primary colour. Secondary colours C 100 M 86 Y 0 K 64 Pantone 2768C RGB R 0 G 15 B 77 Secondary colours - accent palette It must be considered and used with purpose to aid communication so that we maintain high standards and professionalism in all visual communications. Pantone 115-7C CMYK C83 M0 Y0 K0 Pantone 118-7C CMYK C88 M0 Y13 K0 Pantone 117-8C CMYK C100 M0 Y0 K48 Pantone 115-4C CMYK C37 M0 Y0 K0 Pantone 118-4C CMYK C49 M0 Y7 K0 Pantone 117-5C CMYK C58 M0 Y0 K28 Blue is our corporate colour (ie from our logo). We allow blacks/ greys for type to ensure clarity and standout. Supporting these is a palette of 12 colours carefully bringing together muted but distinctive tones with bolder colours to allow enough flexibility and freedom but always used thoughtfully following our key principles for using colour. Pantone 77-15C CMYK C0 M83 Y0 K50 Pantone 10-7C CMYK C0 M23 Y86 K0 Pantone 97-5C CMYK C51 M60 Y0 K15 Pantone 27-8C CMYK C0 M62 Y97 K0 Pantone 75-6C CMYK C0 M68 Y0 K0 Pantone 62-7C CMYK C0 M90 Y46 K0 Pantone 77-4C CMYK C0 M44 Y0 K22 Pantone 10-5C CMYK C0 M16 Y61 K0 Pantone 97-2C CMYK C31 M37 Y0 K9 Pantone 20-5C CMYK C0 M33 Y67 K0 Pantone 75-12C CMYK C0 M43 Y0 K5 Pantone 62-4C CMYK C0 M57 Y29 K0 Litho print vs digital Lithography and digital printing Use CMYK and Pantone colours for lithographic print production and digital print runs. Specify any special colours, such as Pantone colours, to the printer and clearly mark these on your artwork. Pantone 148-7C CMYK C72 M0 Y90 K0 Pantone 150-7C CMYK C71 M0 Y89 K42 Pantone 127-5C CMYK C67 M0 Y36 K0 Pantone 148-3C CMYK C36 M0 Y46 K0 Pantone 151-3C CMYK C46 M0 Y65 K9 Pantone 127-3C CMYK C42 M0 Y22 K0 Broadcast and online colours For broadcast work use RGB values. For all online applications and electronic mailshots designers must work with Hex values. These should be clearly marked on your artwork. Pending a full review, the University website will continue to use an alternative colour palette. See examples/colours for full options.

12 22 23 Colour application examples Colour application examples Additional colours drawn from photography To inject further creativity into designs, a key colour from a photographic image can be drawn upon and used in a block or in typography to complement the image. Naturally, this opens up an additional selection of colours and greater flexibility. However, this must always be considered carefully and used sparingly. Avoid doing this for every page or spread of a document. The use of new/additional colours must not be more than 50 per cent of the text within the entire document/piece. In the examples on this page, (1) shows a key colour contrasting over a dark studio image. (2) and (3) show how the chosen key colour is also legible on white too. Colour accents from photography (1) shows a brighter contrasting colour picked out from the lady s patterned dress. (2) and (3) show the colour adding impact to overall spread and complementing the muted photography. 18. Using muted contrasting colours Using brighter accent colours 5 Transforming practice Research with impact 1 Annual Review Transforming students Learning and teaching 1 Professor Caroline Archer leads the University s research in typography Our students start on their career path the minute they join us, benefiting from industry-standard facilities and lecturers with relevant experience in their chosen sector. As well as allowing our students to shape their own learning through the Student Academic Partners scheme, we now also employ them in various roles across the University, providing real-life work experience. Our green screen studio can be used for a wide variety of productions Birmingham acting course now to include green screen training Students on our MA Acting course now have the chance to perform alongside animated characters and pre-rendered backgrounds on Europe s largest static green screen. The postgraduate course is the first to use the University s new 62 million TV production facilities at the University s Parkside Building. Studio B is a green screen studio for recording material that will then have CGI (computergenerated imagery) added to form the final image. The studio has a motion control camera, Milo, which can reproduce the same programmed move repeatedly. This allows the CGI and the live image to be synced. The MA Acting course will also give students a chance to work with animators and visual effects (VFX) artists to make the most of working with production-level, green screen backgrounds. The move signals an intent from the drama school to provide greater screen time for acting students, to mirror the modern challenges of an actor. Research project dazzles visitors I am thrilled that we are able to offer students this unique training opportunity, said Head of School, Stephen Simms. With so much work taking place in virtual environments think of the Oscar-winning Gravity the ability for students to train for this important aspect of the profession is a great asset for Birmingham School of Acting. I am thrilled that we are able to offer students this unique training opportunity, Stephen Simms, Head of School Museum visitors will now be able to have more access than ever before to precious artefacts and collections, thanks to experts from the University. 22 Selecting colour combinations for specific purposes We utilise colour accents from photography to produce a flexible, complementary palette that ensures a harmonious, vibrant or refined colour system. Postgraduate Mixing subtle secondary colours gives maturer overtones. Ideal for research-based or postgraduate applications. Undergraduate Brighter more impactful colour combinations can be employed to attract a younger audience. Higher-level literature More subdued colour combinations can bring more corporate overtones into play. Ideal for high-end documentation such as annual reviews, high level research documents and communications. Promotions Colour combinations can be used in conjunction with our primary blue for advertising and promotions such as Open Days. 20. Example of headline colour accent from photography Postgraduate courses Keith Adcock laser scanning a ferlite watch dial The original pearl dropper 22 22

13 Birmingham City University Our typefaces - primary Type styling 25 Our typefaces - primary 26 Our typefaces - secondary 27 Type styling 28 Identifying marketing material with type 29 Titling communications Type families Our two type families, Times New Roman and Din, are used in a primary and secondary system to ensure all communications are delivered consistently. We use a combination of serif and sans serif to reflect our heritage, prestige and modernity. Why Times New Roman? A distinctive type style will elevate our brand and help us communicate with clarity. Times New Roman is the core font in our visual identity and synonymous with our brand. Times is used to create a destinct and refined typographic style for all of our marketing materials and communications. It is flexible and has many different uses across our collateral. Times New Roman Regular Use for headlines on covers, for standfirst paragraphs on brochure spreads, advertisements and exhibitions. Where permitted and to avoid legibility or accessibility issues we aim to use it above 12pt for all headlines. We avoid using bolder weights. Times New Roman Italic Italics should be used sparingly as a design feature. 21. Primary font - serif Times New Roman Regular AaBbCc 0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times New Roman Italic AaBbCc 0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

14 26 27 Our typefaces - secondary Type styling Type families 22. Secondary font - sans serif Communicating our message 23. Type system guidelines We use Din as our secondary font. It is a modern, high-impact typeface that reflects our forward-thinking ethos. Din Regular Please use Din Regular for main body copy. Din Medium Please use Din Medium for sub headings, titles, contact details, etc in large bodies of copy. Be consistent in typography; decide on the size of body text and lists, and retain these choices throughout your collateral. Din Regular AaBbCc 0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Applying our type system effectively will go a long way towards bringing to the fore the key attributes that we want associated with the University. Preferably text should be ranged left; please avoid right aligned or justified titles and text. Centred text can be used sparingly as a design feature. Contrast There must be enough contrast for all text styles to be clearly legible against any type of background Body text should be at least 8pt. We avoid using bolder Din weights. Web fonts To increase readability and provide a better brand experience we use Droid Sans font for headings on all University websites and Arial font for body text. Din Medium AaBbCc Headlines 1 Roboto Slab Regular can be used sparingly as a secondary/alternative brand font on the web. Please refer to ac.uk/examples/typography for full details on web fonts ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Introduction paragraph headings Sub headings Times New Roman Times New Roman mixed with Times New Roman Italic Din Regular Body copy

15 28 29 Identifying marketing material with type Titling communications Using our brand hierarchy 24. Brand hierarchy guidelines - A4 application Choosing the right title 26. Primary logo - anchored top right To identify our communications from a particular faculty, academic unit, professional service department, research centre or institute, we use specifically designed brand hierarchy. These are positioned consistently in clearly defined areas to ensure maximum legibility. Position, sizing and scaling The brand hierarchy is placed in the top left-hand corner, within the same margin guidelines as the logo. To add emphasis we apply a vertical rule. This is applied and lined up with the logo s vertical height. The text is then centred vertically within this space. Contrast There must be enough contrast for the brand hierarchy to be clearly legible against the background. 15mm 15mm 10mm Marketing and Communications Department Marketing and Communications Department 10mm Document titles should encapsulate our aims and reflect our values. They should entice readers in, engage and encourage take up. Positioning To ensure maximum impact, publication titles are placed in clear photographic areas. By using this negative space and isolating details on images we achieve a clear and focused presentation. Type and colour Document titles are set in Times New Roman Regular. Colour Where possible we utilise colour accents from photography to produce a flexible, complementary or contrasting palette. This sets the tone for a harmonious, vibrant or refined colour system. Faculty name Learn today. Lead tomorrow. Scale proportionately for different sized documents. Type and colour Brand hierarchy are set in Din Regular in our colour palettes 25. Alternative colourways to emphasise contrast The colour accents below have been selected from the image opposite. This selection illustrates the range of colours that can be utilised in design work. Corporate colours: Blue - C 100 M 86 Y 0 K 64 Blue - Pantone 2768C Black - C 0 M 0 Y 0 K 100 White - C 0 M 0 Y 0 K 0 Faculty of Health, Education and Life Sciences CMYK solid - use against a light background Faculty of Health, Education and Life Sciences Birmingham School of Architecture Black solid - use against a light background Birmingham School of Architecture Headlines Times New Roman Regular Learn today. Lead tomorrow. CMYK reversed out white - use against a dark or detailed background Mono reversed out white - use against a dark or detailed background All logos are available as electronic files, in different formats, from our staff intranet - just search logos on icity. Alternatively, corporate.identity@bcu.ac.uk.

16 Birmingham City University 31 Using imagery with our brand Image policy Proposition and principles Our mission is to be recognised for excellence in practice-based education, research and knowledge. The way we communicate this and the style of imagery and photography we use are crucial to ensure brand consistency. Therefore: - All commissioned photography must tell its - own story. - Internal imagery must portray the very best of - our facilities, buildings and student experiences. - All images must be considered, consistent and - have a distinctive style born from our brand promise: Inspiring Transformation. - Imagery must feel inspiring and capture - experiences that are real, natural, colourful - and contemporary. 31 Using imagery with our brand 32 Projecting the right image 36 Selective focus

17 32 33 Projecting the right image Projecting the right image Learning experiences Capturing the process of creativity/learning forms an important part of our story. Photographs of students should capture engagement with colleagues and academics, showing positive attitudes, illustrating the process of learning and showing the diversity within study areas. Isolating one area of the shot is preferable, with the use of soft focus around the outer edges of the shot. Photoshopping should be done sparingly and only where it adds to an image. Our academics Academics should be captured in an accessible, studied manner. Portrait styles and backgrounds should be tailored to suit specific types of literature, such as annual reports, prospectuses or research publications. All shots should be relaxed and appealing with complementary natural lighting. Choose a plain background or one that reflects the subject matter and use innovative depth-of-field and focus techniques to create additional interest. Allow spacing around the subject. Do not crop figures or faces. Facilities Our students have access to some of the best industry standard equipment across our campuses. It is therefore important to show students engaged in their chosen fields using such facilities. Images should demonstrate students at work with careful attention paid to the detailing of the background, which should highlight the learning environment. Discovery Student life photography should be illuminating and inviting. Images should set the scene or capture a moment. Imagery should demonstrate staff and students working together, taking time to focus and real-world learning. These create a stronger narrative and showcase the University experience effectively. It is important to have a clear area towards the top of the image.

18 34 35 Projecting the right image Projecting the right image Taking a global view People Hero imagery Hero images should be emotive, exciting and inspirational, promoting excellence in every aspect of what we do and offer. Each image should tell its own story, and show the best of our facilities, the best buildings and the best student experiences. Our images of people should be captivating and dynamic. Where possible, they should reflect the positive learning experience at the University and show the result of what study at higher levels can achieve. Usage Hero images will be used in marketing materials, such as annual reviews, prospectuses, frontline digital platforms, school and faculty materials, and other literature. Photographers must shoot both portrait and landscape versions of each image to fulfil our marketing requirements and applications. Utilising stock imagery In all instances the University would prefer its own imagery to be used. If stock imagery is to be used, it must adhere to these guidelines. All selected imagery on marketing materials must be approved by Creative Services before use. Style Dynamic and inspiring Creative use of focus and depth of field Format: wide landscape and portrait Rich in colour No special effects Isolating detail Generous spacing for design elements. It is important that the portrait imagery should feel emotive and tell its own story. Where possible, use props relevant to the profile/ subject area to add emphasis to the students work. Look for an interesting or relevant background or backdrop for your subject. Use good natural lighting where possible. Do not apply effects to the imagery. Do not crop; leave space around your subject. Architecture All our campuses have very different, distinctive architecture, ranging from modern contemporary new builds to amazing 19th-century Victorian buildings. Photographers are expected to capture the buildings using creative viewpoints and angles so that shots feel dynamic and modern. The use of wide angle lenses would benefit this imagery.

19 36 37 Selective focus Isolating detail Photographing with selective focus or applying this technique to our imagery creates a more distinctive, singular style. By simplifying the composition it is easier for the viewer to comprehend the image. It ensures the eye is drawn to key details. Adopting a more stylistic, art directed approach helps to elevate our imagery and communicate themes with greater clarity. Only use images that are relevant and add value.

20 Birmingham City University Communicating on brand Communicating on brand Our voice Tone of voice 39 Key principles Proposition and principles Confident, succinct, inspiring. At the heart of Birmingham City University is our desire to inspire transformation. So when we communicate we sound like people who can do just that with the experience, focus and passion to bring out the very best in our students. By drawing on relevant Brand Beliefs when we communicate Locally committed, globally ambitious, Transforming futures, Stronger together and Practice focused, academic excellence we reinforce and emphasise our mission to transform the prospects of individuals, organisations and society. But this does not mean quoting each and every word; it is far more about capturing the spirit and the meaning of these guiding principles to engage our audiences. Ultimately, we need to see ourselves as a confident speaker. They choose their words wisely. They often say more by saying less. And, by using fewer words, they know that every word counts in making our points clearly and memorably. In summary, our brand tone is: Confident - but never a whiff of arrogance Succinct - without being blunt Inspiring - but founded in the real world.

21 Birmingham City University Birmingham City University Confident, succinct, inspiring. Confident We ve been educating professionals for over 170 years. We are comfortable in what we have achieved and should share our successes, experiences and wisdom with confidence: For us: 1) Confidence is sharing our successes but not repeatedly. We are proud, not arrogant. eg Whether it s a senior position within a global company, or creating award-winning entertainment, our graduates are successfully shaping the world. Here, the simple introduction of global and award-winning echo the Brand Beliefs of Locally committed, globally ambitious and Transforming futures. 2) Confidence is making direct comparisons with competitors we don t shy away from our ambition. eg While other university courses will help you get a career, our exciting courses and inspirational academic staff will help you go even further and make a real difference. This statement directly alludes to the fact there is something bigger and better than just a career. 3) Confidence is letting our students and graduates speak for us. eg For me, Birmingham City University has been life-changing. Having moved nearly 2,000 miles, I ve met people from all over the world. On occasion, introduce genuine student/graduate quotes, and ensure they link to the Brand Beliefs. Here, life-changing suggests a richer and more rewarding experience, while people from all over the world suggest a truly international university. Succinct A direct result of being confident is the ability to have impact by saying less. By using fewer words and considering each sentence, we will communicate our messages and Brand Beliefs with impact and purpose. For us: 1) Succinct is editing information without losing impact. DON T SAY: At Birmingham City University you will discover that our academic staff have worked within the industry they teach and still have close partnerships with brands all over the world. DO SAY: Our inspiring staff retain industry links with global brands. 2) Succinct is using short, bold headlines and sub-headlines. DON T SAY: How we re giving you the skills you need for employment. DO SAY: Enhancing your employability. 3) Succinct is using bullet points rather than overly long paragraphs. DON T SAY: At Birmingham City University, our friendly Student Services team are on hand to offer you their advice on disability support, finance and money matters as well as healthcare, mental health and wellbeing. They are also available to help you organise visas and immigration, childcare and counselling. DO SAY: Our Student Services team are on hand to help with: Disability support Finance and money matters Healthcare, mental health and wellbeing. Visas and immigration Childcare Counselling. Inspiring Whenever we write or speak, we want to instil a sense of inspiration and a can-do attitude within the tone. We must empower potential students and undergraduates to go anywhere. And do anything. For us: 1) Inspiring is sharing our ambition for changing the world. eg A course at Birmingham City University can, quite literally, change the course of your life. We re inspiring our students not just to follow a career, but to go out there and shape the world. eg Our inspirational learning environment has helped transform the lives of leading architects, designers, lawyers and engineers. 2) Inspiring is reminding students of our graduate and academic successes. eg TV presenter Jonnie Irwin graduated from Birmingham City University in 1997 and has embarked on a successful career with Channel 4 and the BBC. eg Professor Lubo Jankovic led research on the ground-breaking Zero Carbon House, winner of a Royal Institute of British Architects award. 3) Inspiring is introducing our facilities with gravitas. eg With an investment of 260 million, we are committed to giving you the very best learning environment to shape your experience. eg Our purpose-built Conservatoire has some of the finest performing, teaching and music technology facilities in the country. Digital copy There are some additional considerations when writing for use online. For specific guidance on digital copy please contact our web team on webteam@bcu.ac.uk.

22 Birmingham City University Birmingham City University Graphic language Grid systems Publications Modular grid system A modular grid system forms the basis of the University s brand publications. It adds structure and helps generate brand recognition. It can be customised to suit varying levels of information and all types of content. It should be used as a guide for the placement of text and images. 2 Postgraduate study Fashion. An Introduction. Birmingham City University is the biggest producer of creative professionals outside of London. 44 Grid systems 45 Spread examples Introduction Grid systemspread examples Cover Spread examples 45 Introduction spread examples 46 Cover examples Fashion Design BA (Hons) Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Fashion Design MA Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

23 Graphic language Graphic language Spread examples Introduction spread examples Using space for clarity The system can be modified by the designer to suit alternative layout templates. Utilising a variety of image sizes and compositions within the grid will create sufficient space when applying large quantities of content. By introducing space into layouts it is easier for the reader to navigate and absorb content. It also ensures key elements are prominent. Only use images that are relevant and add value. Please note a similar approach to grid composition should be taken when working in smaller formats. Type See page 24 for type styling application. 5 Transforming Research with Impact Our Industry Links 42 Annual Review Professor David Wilson Donal MacIntyre was one of the team of experts that worked on the study Study reveals shadowy world of Britain s discount hitmen A team of leading criminologists from the University published the first-ever study of British hitmen, which revealed that in some cases, victims were murdered for as little as 200. Professor David Wilson, Dr Elizabeth Yardley, Donal MacIntyre and Liam Brolan, identified four main types of contract killer the novice, the dilettante, the journeyman and the master. The team analysed newspaper articles from an electronic archive of national and local papers from across Britain, using the reports to piece together a list of cases which could be defined as contract killings. The final list featured 27 contract killings, committed by 36 hitmen who were active on the British mainland from 1974 to While the age of hitmen ranged from 15 to 63, the average age of a British contract killer was 38 and the average age of their victim was 36. Guns were the most common murder weapon, used on 25 of the 35 victims. Professor Wilson said: Hitmen are familiar figures in films and video games, carrying out hits in underworld bars or from roof tops with expensive sniper rifles. The reality could not be more different British hitmen are more likely to murder their victim while they walk the dog in suburban neighbourhoods. University looks to revolutionise arts and humanities research Birmingham City University has been chosen to form part of a pioneering centre of excellence for arts and humanities research education in the Midlands. The Midlands3Cities Doctoral Training Partnership (DTP) has been awarded 14.6 million from the Arts and Humanities Research Council (AHRC) which, after match-funding from partner universities, will offer 410 doctoral studentship opportunities over the next five years. The DTP, a collaboration between the universities of Birmingham City, Birmingham, De Montfort, Leicester, Nottingham and Nottingham Trent, provides research candidates with cross-institutional mentoring, expert supervision including cross-institutional supervision where appropriate, subject specific and generic training, and professional support in preparing for a career. Art and design is one area of research which will be further strengthened by this collaboration In support of its own ambitious research strategy, the University will be recruiting students to its strongest research areas, including art and design, English and linguistics, law, media and cultural studies, and music and performing arts. In the first year of the partnership, 12 students based at Birmingham City University received awards. Professor Tim Wall, who represents the University on the consortium s steering group, said: This partnership will revolutionise the way we teach our postgraduate students. All six universities are equal partners; all sharing their resources, expertise and, crucially, their partnership links to help create a new generation of highly skilled arts and humanities researchers. Research with impact In brief 1 University completes REF 2014 submission The University finalised its submission to the Research Excellence Framework (REF), which is used by the Higher Education Funding Council for England to assess the quality of research at UK universities. It replaces the previous Research Assessment Exercise (RAE) which was carried out in The submission featured 122 full-time equivalent members of staff and 11 units of assessment. 2 Groundbreaking new research will allow instant cancer diagnosis A research project led by the University s School of Digital Media Technology showed how data sonification converting data to audio signals rather than visuals, using a laser device can improve techniques in stem cell analysis, opening up new possibilities for GPs to make instant cancer diagnoses. The research team is developing the idea further by working on new types of tissue data. 3 University research helping people to invest in nature Researchers from Birmingham School of the Built Environment have been examining Visitor Giving schemes, which use donations from people visiting the countryside to fund environmental and community projects. They developed a set of smartphone apps, which provide location-based information about the benefits provided to society from the landscapes users are travelling through. 4 Examining the positive side of computer games Researchers from the University and Birmingham Children s Hospital are exploring how computer games and game based learning can be applied in the healthcare sector to improve young people s understanding of medical conditions they may be living with and how to care for themselves as they grow older. 44 Double page spreads creating impact Using well-composed dynamic imagery to introduce new sections or illustrate particular themes immediately creates an impression. Captivating images should encapsulate the learning experience and showcase our facilities and teaching. See page 32 for the approach and balance to take with imagery. Transforming Research with impact Postgraduate Research Programmes We offer a unique study experience that enables you to become a confident, reflective and independent student, deepening your knowledge in your chosen areas of study. 7 Annual Review Transforming the city and region Investing in our estates Our campus plans are central to the University s strategic vision and our commitment to enhancing the student experience through the provision of world-class facilities. We are currently mid-way through a 260 million investment programme in our estates and facilities, concentrating our teaching on two main sites close to the centre of the city. Students at Birmingham Conservatoire will be moving into a new building soon New home announced for Birmingham Conservatoire Our ongoing investment in our facilities received a further boost recently when plans for a new 45 million home for Birmingham Conservatoire were announced. The purpose-built Conservatoire will be adjacent to Millennium Point as part of our expanding City Centre Campus, just a short distance from New Street and Moor Street train stations, in the heart of the city s developing learning quarter. The new facility is due to open by summer 2017, and will provide worldclass music education facilities for current and future students. The facility will be developed around the main 500 seat public performance venue along with a range of other public performance spaces, including a fine new concert hall for orchestral training and performance, in addition to an experimental music space. Around the main performance venues will be private rehearsal rooms and practice rooms, recording and technology, all supported by teaching spaces for musicians from a variety of disciplines. The University has now initiated the process of designing new concert, practice, teaching and study facilities which will be the envy of conservatoires across Europe. We are working closely with Millennium Point on the design and construction, to ensure that a facility is delivered which complements the existing offer, in both architecture and service. Vice-Chancellor Professor Cliff Allan said: I am delighted that an agreement has been reached which will enable Birmingham Conservatoire to relocate to this new, stateof-the-art building by summer During its long history Birmingham Conservatoire has earned an international reputation for the excellence of its music teaching, research and performances. We are confident that the future changes will provide us with a glorious opportunity to build on our proud history and develop world-class facilities for future generations. Creative vision Real world learning experiences 44 45

24 Graphic language Graphic language Cover examples Cover examples Dynamic, accessible, recognisable The University delivers learning experiences that are engaging, enhancing and transformative. Our covers should entice, promote our offer and demonstrate our values. International Office International Summer School 13 July 31 July 2015 Learn today. Lead tomorrow. Magazines Go Magazine aimed at the undergraduate market. Progress Magazine aimed at the postgraduate market. Dynamic, brand-focused covers will ensure our publications are easily recognisable so we can build a connection with our constituents and audiences. Annual Review 2014/15 Faculty of Business, Law and Social Sciences Faculty of Health, Education and Life Sciences International course guide Annual Review 2014/15 Annual Review 2014/15 Business course guide