University of Stirling Brand Rules. Contents

Transcription

1 Brand Rules

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3 University of Stirling Brand Rules 1 Contents 02 Introduction 03 Coat of arms 05 Logo 11 Stationery 13 PowerPoint templates 15 Sub-brands 17 Typography 21 Colour palette 25 Additional information

4 2 University of Stirling Brand Rules Introduction In the competitive global higher education market, it is vital that the University of Stirling and the values it represents stand out clearly from our competitors. Reputation and brand are inextricably linked. Brand is the expression of our reputation. It is much more than a logo. It encompasses all of our communications and activities. Brand is expressed in everything we do, the way we appear, what we say and the way we present ourselves. To work effectively, our brand must be used consistently to build familiarity and, over time, come to be the instantly recognised shorthand for the University of Stirling. Everyone who communicates on behalf of the University, at any level, as well as external individuals and organisations, should understand when and how to use our brand assets. By doing this we will be able to present and reinforce the University as a professional and truly world-class organisation. Our brand communicates specific information about our institution, the courses, research and services we provide, distinguishing us from other global higher education institutions. Communication materials are developed across all areas of the University. Each communication, through its content and presentation, provides valuable information. Indirect information about the University is also conveyed through the clarity, tone, style, and professionalism with which the information is presented. The aim is to always strengthen the University of Stirling s public image. It is therefore important when communicating with all stakeholders that we make a good impression. First impressions are often the basis for people s long-lasting attitudes and opinions. These University Brand Rules and supporting online marketing toolkit have been developed and designed to help us to communicate clearly and consistently with all University stakeholders. For further information, visit our online marketing:

5 University of Stirling Brand Rules 3 Coat of arms The University of Stirling s coat of arms dates back to November 1966 and, following application to the Lord Lyon, the University gained its University status by Royal Charter on 27 December Application The application of this coat of arms in full colour is reserved for ceremonial purposes, graduation certificates and the Principal and Vice-Chancellor s Office only. The coat of arms may be described as an arched bridge topped by a tower and surrounded by open books. The bridge may represent a governor or magistrate, the tower safety and guardianship, while the open books have clear associations with learning and knowledge. The imagery portrays the University as an official guardian entrusted with the safekeeping of the process of imparting knowledge, whilst willingly serving the public. On a more visual level, the three elements of the coat of arms may be interpreted as a reflection of the University s striking location in a historic Scotland, suggesting as they do Stirling Bridge, the National Wallace Monument and the University itself.

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7 Logo

8 6 University of Stirling Brand Rules The University of Stirling s logo is the cornerstone of our brand identity. This is the official logo of the University of Stirling. This two-colour logo should be applied to all University communication and marketing materials, print and online. Communication material that consistently and correctly makes use of the University logo, fonts and colours creates a strong unified presence and reinforces our brand. This consistent approach ensures our audiences will immediately identify with the University of Stirling regardless of audience, message or medium. In support of the University brand is a unique combination of graphic elements which consists of a logo, fonts, colours, and elements taken from our coat of arms. All elements of the University logo are essential in ensuring effective communication of the University of Stirling brand image. The coat of arms communicates the history and tradition of the University. The font, Jaeger Daily News Regular, takes its reference from the font used for the original architectural feature sign on the Pathfoot building, the first building to be erected on campus. The colour green used in the coat of arms references the natural greens of our campus environment. Together, these elements create a clear and distinguishable logo for the University of Stirling that is instantly recognisable.

9 University of Stirling Brand Rules 7 Alternative applications Mono (black) logo This approach should only be adopted when two-colour or full-colour printing is not available. The mono logo should only be used on a light or white coloured background. Reversed out (white) logo Where the two-colour or mono logo is unsuitable for use, the reversed out logo should be adopted. If the logo must be reversed out (white) from a coloured background or image, you must ensure that it can be seen clearly and with sufficient contrast so that the text can be easily read and meet Disability Discrimination Act (DDA) regulations.

10 8 University of Stirling Brand Rules Sizing & positioning Exclusion zone In order to display the logo to its best effect and ensure maximum impact, an area of clear space surrounding the logo has been defined. This is referred to as the exclusion zone. A minimum distance equivalent to the height of the S of Stirling within the logo at any size must be kept completely clear of all other type and graphic elements. It is preferable to maintain a larger area of clear space around the logo whenever possible. Minimum size Please ensure that the logo is not reproduced below 30mm wide in printed material. 30mm wide

11 University of Stirling Brand Rules 9 Positioning for standard sizes The logo should be scaled proportionately in accordance with the size of the publication. For A4 size publications and stationery, the logo must always be used at the standard size as shown where the overall length of the logo is 60mm. A4 15mm 15mm 60mm wide A5 12mm On A4 size stationery the logo should always be positioned top right of the page and it should be at least 15mm from the trimmed edge. 12mm On A4 size marketing material the preferred option is to position the logo on the top right of the front cover. This should be at least 15mm from the trimmed edge. On A5 size publications the logo should be positioned top right of the page and it should be at least 12mm from the trimmed edge, as shown.

12 10 University of Stirling Brand Rules Misuse The following are some examples showing misuse of the University s logo and should not be adopted. Shield has been removed Colour has been altered Font has been changed Alignment has been altered Placed out of relative proportion Unsuitable background contrast Unsuitable background (white logo should be used) Shadow effect has been applied The logo has been placed in a frame

13 Stationery

14 12 University of Stirling Brand Rules Stationery This page demonstrates the application of the two-colour logo to standard stationery items. These include a compliment slip, A4 letterhead and business card. First Name Last Name Qualifications Job Title School or Service Area Department University of Stirling Stirling FK9 4LA Scotland UK T: +44 (0) 1786 Telephone F: +44 (0) 1786 Fax E: @stir.ac.uk W: Alternative web Actual samples of printed items are available from Graphics & Print Services. To ensure consistency and quality is maintained, a set of online electronic templates are available for staff to order their required stationery items direct from Graphics & Print Services. Templates can be accessed via: First Name Last Name Qualifications Job Title Department T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web First Name Last Name Qualifications Job Title Department T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web School or Service Area University of Stirling Stirling FK9 4LA Scotland UK School or Service Area University of Stirling Stirling FK9 4LA Scotland UK First Name Last Name Qualifications Job Title Department T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web First Name Last Name Qualifications Job Title Department T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web School or Service Area University of Stirling Stirling FK9 4LA Scotland UK School or Service Area University of Stirling Stirling FK9 4LA Scotland UK Job Title School or Service Area Department University of Stirling Stirling First Name Last FK9 Name 4LAQualifications School or Service Area Job Title Scotland UK University of Stirling Department Stirling FK9 4LA T: +44 (0) 1786 Telephone Scotland UK T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax F: +44 (0) 1786 E: Fax E: W: Alternative web W: Alternative web First Name Last Name Qualifications Job Title Department T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web School or Service Area University of Stirling Stirling FK9 4LA Scotland UK The University of Stirling is a charity registered in Scotland, number SC The University of Stirling is a charity registered in Scotland, number SC First Name Last Name Qualifications School or Service Area Job Title University of Stirling Department Stirling FK9 4LA Scotland UK T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web Job Title School or Service Area Department First Name Last Name Qualifications Job Title Department T: +44 (0) 1786 Telephone M: +44 (0) Mobile F: +44 (0) 1786 Fax E: W: Alternative web School or Service Area University of Stirling Stirling FK9 4LA Scotland UK

15 PowerPoint Templates

16 14 University of Stirling Brand Rules PowerPoint Corporate PowerPoint templates outlined here are available to download at: Basic Slide Breaker Slide Three colour options available Title Slide Colour Theme Basic Slide Three colour options available Photo Slide (editable)

17 Sub-brands

18 16 University of Stirling Brand Rules Sub-brands In general, there will be no sub-brands of the University of Stirling. All Academic Schools and Institutes will sit within the institutional brand and should not have their own logos or straplines. The only exceptions will be where there is a clear need to offer a commercial proposition that targets a specific audience or provide competitive advantage in a discrete market. Use with other brands When the University s logo is to be used with logos from other institutions or organisations, it must always be presented at the same size but not below our minimum logo size. Also, ensure the appropriate exclusion zone is adopted and the logo is as prominent as the other logo(s). Contact us For more information and advice on sub-brands, visit:

19 Typography

20 18 University of Stirling Brand Rules Typography Typography should not be overlooked as a key graphic and visual device. It can be used to change the tone of a document and to clearly present key messages about the University. When using text, whether on a front cover or within a publication, it is important to always consider clarity and legibility. The University s fonts have been chosen specifically to ensure that we are consistent in our communication and presentation as well as complying with Disability Discrimination Act (DDA) regulations. Only the fonts shown in this section can be used and careful consideration should be given to the leading and kerning of headlines and body copy. Corporate fonts All corporate University printed and communication material must be produced using our primary and/or secondary fonts Frutiger and Perpetua. Primary font Frutiger has been chosen for its simplicity and clarity. Several weights exist to provide a degree of flexibility. Arial is used as a replacement for Frutiger for internal documents produced in the Microsoft Office suite, and for ease of digital application in and internal documentation. Secondary font The serif font, Perpetua, which may be suitable to use on high-end corporate documents, has been chosen as the secondary font. Times New Roman can be used as a replacement for Perpetua for internal documents produced in the Microsoft Office suite. Marketing campaign fonts Additional fonts may be considered to support specific campaigns, where there is a clear rationale for doing so. Approval must be sought from Marketing at the design development stage. Logo font The serif font, Jaeger Daily News Regular, used in the title of the University s logo should never be substituted or used as a document or publication font. Contact us For more information and advice on typography, visit:

21 University of Stirling Brand Rules 19 Primary font Frutiger Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Frutiger Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Secondary font Perpetua ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Perpetua Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Perpetua Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Perpetua Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

22 20 University of Stirling Brand Rules Alternative primary font Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Alternative secondary font Times New Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times New Roman Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times New Roman Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Times New Roman Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

23 Colour palette

24 22 University of Stirling Brand Rules Colour palette The colour palette has been chosen to reflect the University s brand. In order to create a strong and recognisable identity, it is important to use the correct colours at all times in conjunction with the Brand Rules. The University s green The green (PMS 356c) outlined in the table opposite is the only green to be used in the logo. Always use the breakdowns specified here. Do not use CMYK/RGB/HEX breakdowns by converting Pantone colours to CMYK/RGB/HEX within any software such as Adobe Creative Cloud. Green Pantone 356c CMYK 93, 4, 100, 26 RGB 0, 121, 52 HEX Tints and opacities 80%, 50% and 20% may be used as background colours. Tints may be used to create a background suitable for overprinting. Opacities may be used over images.

25 University of Stirling Brand Rules 23 Colour palette A colour palette has been chosen to reflect the University s brand. In order to create a strong and recognisable identity, it is important to use the correct colours at all times. The corporate colour palette uses the University green (PMS 356c) as the dominant colour with the secondary colours selected to complement the green. To ensure readability, the use of the yellow (PMS 116c) is reserved as an accent colour. This colour should be used sparingly to lift or highlight a specific design feature. Colours should complement any accompanying photography. White is also an important part of the brand, and the use of white or clear space can help to enhance the design. This is the corporate colour palette. In exceptional circumstances (award ceremonies, for example), the use of a metallic silver or gold may be permitted. These should be used sparingly and in consultation with Marketing. Pantone Process RGB Web Safe PMS 356c C93 M4 Y100 K26 R0 G121 B52 # % 50% 80% PMS 368c C70 M0 Y100 K0 R105 G190 B40 #69BE28 20% 50% 80% PMS 201c C8 M100 Y65 K34 R152 G30 B50 #981E32 20% 50% 80% PMS 326c C84 M0 Y38 K0 R0 G178 B169 #00B2A9 20% 50% 80% PMS 2995c C83 M1 Y0 K0 R0 G169 B224 #00A9E0 20% 50% 80% PMS 541c C100 M58 Y9 K50 R0 G63 B114 #003F72 20% 50% 80% PMS 255c C56 M96 Y6 K25 R110 G44 B107 #6E2C6B 20% 50% 80% PMS 144c C0 M58 Y100 K0 R233 G131 B0 #E % 50% 80% PMS 116c C0 M14 Y100 K0 R254 G203 B0 #FECB00 20% 50% 80% PMS Warm Grey 11c C26 M36 Y38 K70 R103 G92 B83 #675C53 20% 50% 80%

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27 Merchandising

28 26 University of Stirling Brand Rules Merchandising Every year the University of Stirling logo and the University of Stirling name are placed on a wide variety of merchandise apparel, gift items, and sporting goods found around the world. Its adherence to the university s brand rules is extremely important to the consistent application and promotion of the University of Stirling brand. University Academic Schools and Services frequently purchase merchandise that include university trademarks for promotions or events. Requests can include badges, pens, mugs, hats, apparel, bags, umbrellas, USB sticks, lanyards and many other items. Each of these items is an extension of the university s brand or image. Just as there are branding rules for printing purposes, these rules should also be applied for commissioning University of Stirling merchandise, with particular reference to logo size and scaling, typography and colour palette. Because the use of the University of Stirling s name or other University of Stirling trademarks including our logo or Coat of Arms, implies association with the university, it is important that application on merchandising and promotional items is in-line with the brand rules and applied to quality products that are ethically sourced. Coat of Arms The application of this coat of arms in full colour is reserved for ceremonial purposes, graduation certificates and the Principal and Vice-Chancellor s Office only and should not be used on merchandising. Obtaining design advice and approval Please contact Marketing, in the first instance for advice on the use of the logo and identity to create customised merchandise. If you are working with an external supplier, please send your desired artwork to marketing for advice and approval. If you cannot find a manufacturer who offers the product you want or if you need assistance, contact Marketing for assistance. All merchandise incorporating the logo or the University of Stirling name should be approved by the Marketing. Contact us For further information about merchandising, licensing and trademarks,

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31 Additional information

32 30 University of Stirling Brand Rules Additional information The mandatory information that must appear on all printed materials is shown below. It should always appear at the bottom or end of the material. University address University of Stirling Stirling Scotland UK FK9 4LA Web address Charity number The OSCR (Office of the Scottish Charity Regulator) has produced new guidance for all registered charities to display their charity status on their literature. The following wording must be used: The University of Stirling is a charity registered in Scotland, number SC Publication date Please show this as month and year mm/yy If space allows the following information should also be included in printed material: Social media icons Join our community: Copyright statements Insta Copyright statements for paper publications may vary depending on the content of the publication. A good working example is: DISCLAIMER: The publisher acknowledges the right of all copyright holders. Every effort has been made to ensure the accuracy of the information given in this publication, but the University can accept no responsibility for any errors or omissions. University courses, services and procedures are continually reviewed, enhanced and revised and this may result in some changes between the time of publication and the date when the student enters the University. Where any changes will affect an applicant, the University will keep the applicant fully informed. Disclaimer of liability The following should be included in small print on books and brochures: Whilst every attempt is made to ensure that information is accurate and up-to-date, some information may be subject to change. Other formats The following should be included in print on books and brochures: This publication is available in other formats. For more information, please externalaffairs@stir.ac.uk Photography credits Where possible, photographers images used in communication materials should be credited. The following sentence should be included in the small print of printed marketing material. Photography by: Name of Photographer 1, name of photographer 2 etc. Design credits Where possible for printed materials the following information should also be included: Job number Design and production credits

33 University of Stirling Brand Rules 31 Trademark The University s visual identity, marks, reputation and brand are important assets. Their use must be managed and controlled in order to protect the legal status and the reputation and image of the University. The name, University of Stirling, and the names, insignia, logos, seals, crests, designs, marks and other symbols associated with the University are the exclusive property of the University of Stirling. Legislative requirements The University of Stirling aims to integrate diversity and equal opportunity into all its activities, from key decisions on its mission and strategic objectives through to day-to-day operations. It does not tolerate discrimination on the grounds of gender, race, disability, age, religion and belief, sexual orientation or other irrelevant distinction and is committed to working with diversity in a wholly positive way to promote understanding, equality and inclusiveness. All staff and students (whether existing or prospective) and visitors to our campuses should receive fair and equal treatment whatever their relationship with the University. All communications produced should reflect the Diversity and Equal Opportunity Policy Statement, which can be found at: Sustainability The University is committed to integrating sustainability into everyday practice by minimising environmental impact wherever possible. The responsibility for sustainability is shared by the entire University population. It is important that our publications are produced in a sustainable way, for example, by minimising unnecessary printed material, using recycled paper or paper from sustainable sources and ensuring any waste paper is collected for recycling. For certain publications, the University is entitled to carry environmental credentials. Contact us For more information, please visit: Awards and accolades The University is entitled to carry a range of awards and accolades on its communications material. These currently include: Queen s Anniversary Prize Athena Swan Scotland s University for Sporting Excellence Quality assurance League table and rankings Partnerships and memberships Contact us For more information on how to place the logos associated with these awards and accolades, please visit:

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36 For further information If you require further guidance or have any questions about the University of Stirling Brand Rules and their application, please contact the following who will be happy to provide advice: Marketing: Graphics & Print: University of Stirling, Stirling, Scotland, UK, FK9 4LA The University of Stirling is a charity registered in Scotland, number SC