Brand Identity Guidelines

Transcription

1 THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE Brand Identity Guidelines November 2017 V2.3 1

2 LSE is a world-leading university. We interact with thousands of individuals from across the world, every single day. Our scale and the diversity of our people can make it difficult to understand who we are. This is not only true for those external to our School, but also for the staff, students and teachers who form part of the LSE community. We have carried out research which shows that there is sometimes confusion surrounding what our School stands for, what is and isn t LSE, and what our guiding purpose is. This guide, and the thinking behind it, will help us to rectify this. 2

3 This document explains how we present LSE. We need to ensure that we are consistent in this, both visually and verbally. In the following pages you will find everything you need to do this, to ensure we reflect LSE in the best possible way to the outside world. 3

4 Contents 1. Presenting LSE Our Common Purpose 06 Who We Are 07 Messaging Pillars Using Our Style Our Colour Palette 38 Our Fonts 40 Our Photography Using Our Logo Our Logo 12 Category 1 12 Logo System 19 Category 2 25 Category 3 27 Category 4 29 Logo Partnerships Placement 31 Our Coat of Arms 34 Do you need a Logo? 35 Contact Details 47 4

5 Presenting LSE Our Common Purpose 06 Who We Are 07 Messaging Pillars 08 5

6 Our Common Purpose LSE is a large and complex organisation but whether you are a member of staff, a student or a member of our alumni community, we share a common purpose that explains who we are and why we matter. To transform people and societies by understanding the causes of things. 6

7 Who we are LSE is a world leading university, specialising in social sciences, with a global community of people and ideas that transform the world. 7

8 Messaging Pillars Our brand is not just a logo. It is what we say and how we say it. We conducted extensive research internally and externally speaking to students, alumni, members of the LSE community and our external audiences, and confirmed there was inconsistency and confusion about LSE. We identified four key messages that reflect what LSE is and help us tell the story of how LSE transforms people and societies by understanding the causes of things. They are a simple but effective way of helping us stay on message in our communications across different channels. Framing our content around the four messaging pillars can provide focus and consistency, reminding our audiences of who we are while setting us apart from other institutions. Ensuring that we all work together to present a consistent and professional image to our audiences means we can all benefit from the global reputation of the LSE name. 8

9 Our key messages These are the pillars of our identity. They have shaped our refreshed visual identity and inform how we should all refer to LSE. We are: A world-leading university Specialising in social sciences education and research People and ideas that transform the world An international community rooted in London 9

10 Our Four Messaging Pillars A world-leading university At LSE, we strive to accomplish excellence in all of our endeavours, helping students, alumni and staff to achieve their full potential in everything they do. People and ideas that transform the world Our approach is to challenge existing ways of thinking, and seek to understand the causes of things in order to transform them. We help governments, NGOs and businesses tackle the world s problems. Specialising in social sciences education and research We are unique in our dedication to the field of social sciences. We pioneered the study of economics, international relations and anthropology, and LSE academics continue to be the leading thinkers in this field. An international community rooted in London We form one of the most internationally diverse communities in the world. We are committed to building a vibrant, equitable and truly inclusive environment and this is critical to our identity. 10

11 Using Our Logo Our Logo 12 Category 1 : Master Logo 12 Logo System 19 Category 2 : Department Logos 21 Category 3 : Research Logos 27 Category 4 : Flexible Logos 29 Logo Partnership Placement 31 Our Crest 34 Do you need a Logo? 35 11

12 Our Logo Our logo represents us at the very highest level and it is a vital component of our brand. It acts as our signature and a stamp of quality. It is and should always be the most consistent element in all of our communications. Category 1 Master Logo The LSE logo should never be recreated or typeset. Only official logo files should be used in communications. 12

13 Our Logo Formats The LSE logo has two formats: the main logo system and the LSE square version. MAIN LOGO Main Logo This version of the logo is used as the primary LSE logo. Always make sure you are using the correct logo for the relevant application and the original logo files. Brandmark It should be used in all situations that call for the official mark of the university - for example, it should be used in publications and at public events where LSE is a sponsor. Font Our logo was created using Frutiger, a sans-serif font designed to be clear and legible at a distance for small text sizes. Frutiger is only allowed to be used on our logo. Our official font is Roboto. For more information on our official font go to page 41. Wordmark Do not use the logo or wordmark in non-lse publications or events. Do not use the wordmark on its own. LSE square This version of the logo is only allowed to be used on digital applications, such as the LSE website and official social media channels. 13

14 Our Logo Colours The LSE logo should always be reproduced in LSE Red. Do not try to match the colours from an image of the logo. Always use the correct colour values given for print or digital applications respectively. The primary usage option is preferred. However, the logo may be used in the reversed white version when using coloured backgrounds or photos. LSE core colours LSE Red (print) Pantone : 485 C CMYK: LSE Red (digital) RGB: HEX: F43131 Black 100% Primary use The logo should always be reproduced in LSE Red. It is intended to be used on white or lighter backgrounds in order to maintain legibility. Reversed Out Version Use this version of the logo when the red version cannot be used due to issues with legibility, photography or layout. It is intended to be used on coloured backgrounds or photos. White Limited-use logo The logo can appear in black only for black-and-white and grayscale documents. 14

15 Our Logo Usage Ensure that our logo is clearly recognisable and do not alter it under any circumstances. Ensure the logo is always clearly visible against the background. Where necessary, consider using the reversed out version. Do use the entire logo The LSE logo includes the brandmark and the wordmark. Through consistent use, we have created a visual identity that is easily recognised and can be protected from unauthorised uses. Brandmark Wordmark DO NOT change the logo The LSE logo should not be altered in any way. x x x x x THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE Do not outline the boxes in the logo Do not distort the shape of the logo Do not move around the elements of the logo Do not change any colour Do not use the LSE square in black 15

16 Our Logo Clear Space Clear space is the minimum breathing room maintained around our logo. It also defines the minimum distance between the logo and the edge of a printed piece. 1/4 X Clear space Use 1/4 of the LSE brandmark as a measurement to determine the clear space. To ensure that clear space is maintained around the logo for legibility and prominence, photos, text and graphic elements must follow the guidelines illustrated here. X Do not position any text, graphic elements, or other visual marks inside the recommended clear space. 16

17 Our Logo Minimum Sizes To maintain full legibility, never reproduce the complete logo at heights smaller than 15mm (print)*, 50px (digital). Minimum print size for logo Minimum digital sizes for logo When using the LSE square, never reproduce it at heights smaller than 20px (digital). The LSE square should only be used on digital platforms. 15 mm 50 px 20 px There is no maximum size limit, but use discretion when scaling the logo. Always maintain the logo's aspect ratio to avoid distortion. * Please note there are exceptions for business cards and merchandising. Please contact the Communications Division for advice. 17

18 Our Logo Placement Department name or initiative can go here LSE logo size For print pubications, the LSE logo Do this Do keep the logo positioned top left with supporting text aligned left to communicate hierarchy or organisational structure. We understand this may not always be possible but as far as possible please align the logo to the left hand side. Title of Publication Subtitle Title of Publication Subtitle should always be the established minimum size (15mm). Do use the reversed logo on dark backgrounds or photos. Department name or initiative can go here Do always use the minimum allowed size for the LSE logo on publications. Department name or initiative can go here Do not do this Do not use the red logo against an image as it will not stand out. Title of Publication Title of Publication Do not use the black logo or LSE square on publications. Subtitle Subtitle Do not make the logo the most dominant image on the page. Do not use the logo as a word in a sentence. Department name or initiative can go here 18

19 Logo System Our logo system is an essential tool for understanding how each different part of the School Departments, Institutes, Research Groups, Research Centres, Divisions communicate verbally and visually. 19

20 Logo System Find your category Each category is defined by how closely the team's identity needs to be linked to the LSE logo. We have created a standard logo system that every team within LSE needs to follow. You can contact us at designunit@lse.ac.uk Category 1 Category 2 Category 3 Master Logo: The LSE Logo Department Logo Who can use this category? Academic Departments, Professional Services Research Logo Who can use this category? Research Centres, Research Groups. Go to page 12 for usage guidelines Go to page 25 for details Go to page 27 for details Category 4 Flexible Logo Go to page 30 for details Who can use this category? Initiatives, Events. 20

21 Logo System Category 2 Department Logo Category 2 Department Logo These logos are designed for the use of academic departments. They should always include the words 'Department of' followed by the course name. No logo should be created for individual courses, programmes, modules or academic subdivisions. x DO NOT Do not create a logo for a course Do not create a logo for a module Do not use the Department name without the red LSE square accompanying it 21

22 Logo System Category 2 Department Logo How the logo is to be created: Design of Department Logos : Category 2 Academic Departments The name should always start with 'Department of' in Roboto Light and the department name in Roboto Medium. 1. Use the 'primary logo grid' to ensure the logo proportions. Double line of text Examples 2. Identify which variation of the logo you need to use. This will depend on both the length of the name and the type of team. Department of 2X Anthropology 3X 3. Create the logo following the guidelines on the right. Font Triple line of text Examples Our official typeface is Roboto. You should always use this typeface to create any logo. Department of Psychological and Behavioural Science 2X 2X 2X For more information about our official font, go to page

23 Logo System Category 2 Programme Logo We do not create logos for individual programme or modules. However, there is a template for degree programmes which should be followed in all cases. Programme Names Programme names should be presented distinctly from academic department logos, or from the Master logo. The name should always be accompanied by a red square at the end. Do not use the LSE square or full form of the LSE logo. 23

24 Logo System Category 2 Logo Components Department and Professional Services logos will only be created with prior approval of the LSE Design Unit. Category 2 Logo Components Primary logo grid We have created a 9-row grid, based on the height 4X of the middle crossbar in the 'E' of the LSE square. X This grid will ensure all logos are created in the 4X same way and with the same leading proportions. crossbar 2X + + Department of Anthropology Grid LSE square Department name 24

25 Logo System Category 2 Multiple logo use Multiple LSE department/division logos should be avoided. Instead use school logo with description of the contributions. Funded by: The Departments of Social Policy and International History x DO NOT Do not use LSE logos in multiple instead use the full LSE logo plus description of funding / collaboration within the text. 25

26 Logo System Category 2 Professional Services Logo Category 2 Professional Services Professional Services should follow the same structure for their logos. Logos cannot be created for individual teams, offices, units within departments or any other subdivision. Human Resources x DO NOT Do not create a new logo for subdivisions in your department Do not use 'Department of' in the title Do not use the division name without the LSE square Their names are always positioned with the LSE square. 26

27 Logo System Category 2 Primary Logo How the logo is to be created: Creating a Category 2 Logo Professional Services The name should always be in Roboto Medium. 1. Use the 'primary logo grid' to ensure the logo proportions. Single line of text Examples 2. Identify which variation of the logo you need to use. This will depend on both the length of the name and the type of team. Library 4X 3. Create the logo following the guidelines on the right. Double line of text Examples Font Human Resources 3X 3X Our official font is Roboto. You should always use this font to create any logo. For more information about our official font, go to page 41. Triple line of text Student Counselling Service 2X 2X 2X Examples 27

28 Logo System Category 3 Research Logo Areas: Research Centres, Research Groups As part of the LSE family, these areas should always include the LSE endorsed line 'Research at LSE' on their logo. Research Centres and Research Groups Always try to position the logo to be left aligned to the text of the logo that it sits beneath. Examples Exception: If you are a Research Centre and/or a Research Group, and currently use the LSE logo, you should follow Category 2 logo guidelines. Research at LSE Research at LSE Research at LSE 28

29 Logo System Category 3 Secondary Logo Research Logo Components Grid Do this Your logo should always be accompanied by the LSE endorsed line and red square: 'Research at LSE'. The LSE endorsed line should always go below the logo and must be left aligned. The spacing between the LSE endorsed line and the logo is equal to 2x the height of the red square. 2X X 2X Research at LSE Research Centre / Research Group logo LSE endorsed line and red square The endorsed line should be placed at discretion below the logo, making sure a visual balance is kept. Use the grid to identify the correct placement and clear space of the LSE endorsed line. Do not do this Do not create a logo that looks like the LSE logo. Do not try to recreate the LSE logo in any way (shape, colour, font). Do not use the LSE logo as part of your identity. 29

30 Logo System Category 4 Flexible Logo Area: Initiatives and Events Areas in this category have more flexibility when communicating with their audience and are allowed to have their own identity. If it is an initiative or event organised by any team in the university, the identity created should include a 'descriptor' accompanied by the words 'by' or 'at' LSE. By doing this, we can ensure that this is an official event approved and endorsed by the university. Initiatives and Events Always use the divider line to separate the main logo and the supporting LSE text. Examples Option 1: Below the logo Event at LSE Option 2: Next to the logo Podcast by LSE This should not be a strapline but a simple description that links project/ initiative to LSE. 30

31 Logo System Category 4 Flexible Logo Do this Flexible Logo Components Signature grid The spacing between the LSE endorsed line and the logo is equal to 2x the height of the red square. Initiative/Event logo Your logo should always be accompanied by/at the 'LSE descriptor'. Red line divider (0.5pt - 1pt) X [Descriptor] by LSE Descriptor + by LSE/at LSE + red square The descriptor and red line should be placed at discretion on the logo, making sure a visual balance is kept. Use the grid to identify the correct placement and clear space of the 'LSE descriptor'. Below the logo Next to the logo Do not do this Do not create a logo that looks like the LSE logo. [Descriptor] by LSE Do not try to recreate the LSE logo in any way (shape, colour, font). [Descriptor] by LSE Do not use the LSE logo as part of your identity. 31

32 Logo Partnership Placement LSE collaborates with a variety of organisations and institutes with varying levels of engagement and campus presence. Preserving the integrity of our brand is a priority. The following pages show the way our logo should be positioned in relation to third party logos. 32

33 Logo Partnership Placement The examples on the right illustrate the preferred placement for the LSE logo and ONE partner. Do this One Partner Title of Publication Title of Publication PARTNER LOGO Presenting the LSE Using Our Logo Using Our Style Do align partner logos to the right, and the LSE logo to the left. Subtitle Subtitle Do use the reversed logo on dark backgrounds or photos. Do always use the minimum allowed size for the LSE logo (15mm) and proportionally size the partner logos. Bottom of the page PARTNER LOGO When placing the logos at the bottom of the page, the LSE logo should always be on the left and the partner logo on the right. Top of the page When placing the logos at the top of the page, the LSE logo should always be on the left and the partner logo on the right. 33

34 Logo Partnership Placement The examples on the right illustrate the preferred placement for the LSE logo and MULTIPLE partners. Do this Do align partner logos to the right, and the LSE logo to the left. Do use the reversed logo on dark backgrounds or photos. Do always use the minimum allowed size for the LSE logo (15mm) and proportionally size the partner logos. Multiple Partners Title of Publication Subtitle PARTNER LOGO PARTNER LOGO Partner logos at the bottom of the page PARTNER LOGO When placing the partner logos at the bottom of the page, the LSE logo should always be in the top left corner. Title of Publication Subtitle Stacked PARTNER LOGO PARTNER LOGO PARTNER LOGO When stacking the logos vertically, the LSE logo should be the first one and partner logos below. There should be a red line dividing the LSE logo and the partner logos. Presenting the LSE Using Our Logo Using Our Style 34

35 Our coat of arms Coat of arms variation Our coat of arms is an important part of our graphic identity. It features the beaver and our motto rerum cognoscere causas. Use of the coat of arms is restricted and is reserved for uses on items that promote the heritage or history of the School such as degree certificates, ceremonial uses and official sports team apparel. Sports teams should use the one colour version only. The coat of arms should not be used to identify the School on publications, website or presentations. All uses of the coat of arms should be referred to the Communications Division. Colour One colour Metallic 35

36 Do you need a logo? At LSE we take care of our brand and the ways in which we use our visual identity. The LSE logo should only be used in situations where it will reinforce our image. Remember, you are part of one organisation, communicating one set of values and ambitions. How your documents look will affect how LSE is perceived, which is why visual consistency is key. If you think you need a logo, follow these steps: 1. Identify which category your team belongs to. 2. Define why you need a logo and how you will use it. 3. Get in touch with the Design Unit with all of this information and request your logo. 36

37 Using Our Style Our Colour Palette 38 Our Fonts 40 Our Photography 43 37

38 Our Colours We are rightly famous for our red logo. However, our corporate colours go beyond this and we must ensure that all of our communications, both physical and digital, are harmonious and follow the same colour flow. 38

39 Our Colour Palette When using our palette, always use the colour values listed here. These have been adjusted for the best reproduction in print. Print Palette Primary Palette - Core LSE colours Pantone 485 C CMYK Pantone Process Black CMYK White Special Palette - Limited use Presenting the LSE Using Our Logo Using Our Style Only for ceremonies/graduation/and LSE advancement Pantone 527 C CMYK Pantone Metallic 877C (Silver) Pantone Metallic 874 C (Gold) Secondary Palette Pantone 429 C CMYK Pantone 427 C CMYK Pantone 116 C CMYK Pantone 382 C CMYK Pantone 228 C CMYK Pantone 519 C CMYK Pantone 284 C CMYK Pantone 3285 C CMYK Pantone 280 C CMYK Pantone 318 C CMYK

40 Our Colour Palette When using our palette, always use the colour values listed here. These have been adjusted for the best reproduction on screen. Digital Palette Primary Palette - Core LSE colours RGB Hex F43131 RGB Hex RGB Hex FFFFFF Secondary Palette RGB Hex A7B4BB RGB Hex D9DFDF RGB Hex 7CE6D8 RGB Hex 8431A6 RGB Hex 5C305E RGB Hex 55ACEE 40

41 Our Fonts Typography is a powerful tool that can add visual meaning to what we are trying to communicate. To convey a consistent message, it is important that we all use the same fonts in both our internal and external communications. 41

42 Our Fonts Presenting the LSE Using Our Logo Using Our Style This is the only font you should use on any of our digital and printed collateral. Primary Font : Roboto Roboto Light abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ Roboto is available on university computers. If yours does not have it, please contact the IT Service Desk: it.servicedesk@lse.ac.uk / x5000. We also have a secondary font, ITC New Baskerville, for design use only on items such as infographics. Please contact the Communications Division for advice. Roboto Regular Roboto Medium Roboto Bold abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ NB: Italic versions are also available of these fonts 42

43 Our Fonts Presenting the LSE Using Our Logo Using Our Style When Roboto is not available, you should use Verdana. Verdana is a system font, which means that it is installed by default on your PC or Mac. Substitute Font : Verdana Verdana Regular Verdana Bold abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ NB: Italic versions are also available of these fonts abcdefghijklmnopqrstuvxyz ABCDEFGHIJKLMNOPQRSTUVXYZ Roboto is available on university computers. If yours does not have it, please contact the IT Service Desk: it.servicedesk@lse.ac.uk / x5000. You should only use Verdana when Roboto is not available, when you are outside campus and on s. 43

44 Understanding who we are Learning our Visual Identity Our Brand Tools Using our Visual Tools Our Photography Photos must be inclusive and show a good mix of gender, race and abilities and reflect the diverse nature of students at LSE. With students and staff from over 140 countries around the world, diversity is integral to LSE. The School s dynamic mix of people and ideas underpins our global reputation for excellence in the social sciences, and makes studying and working at LSE a unique and enriching experience. 44

45 Our Photography Presenting the LSE Using Our Logo Using Our Style Useful Tips Use natural light (not overly retouched). Use photos with a bright tonal range. Use photos that are optimistic and warm in tone. Our Style Where possible, photography should reflect our key messaging pillars (see from page 8). These reflect our identity and should inspire you to find the right image to communicate your message. Use photos that reflect real life situations. Avoid staged, posed or fictional photos. Use photos that are relevant to the subject matter you are trying to convey. When selecting images for any collateral, consider the various typographic and graphic components that will coexist with the image. 45

46 Our Photography Presenting the LSE Using Our Logo Using Our Style A world-leading university Specialising in social sciences education and research People and ideas that transform the world An international community rooted in London 46

47 LSE Communications Dearbhla Clarke Head of Marketing and Communication t: e: Claire Harrison LSE Design Unit t: e: 47

48 THE LONDON SCHOOL OF ECONOMICS AND POLITICAL SCIENCE 48