Having a strong, consistent brand is important to the profile and reputation of an organisation. All areas of The University of Bath Students Union (Bath SU) need to be instantly recognisable to our stakeholders. It is important that they are aware of the activities, events and groups run by the Students Union. Our Brand The guidelines provided are necessary to achieve this goal.
Part One Visual Identity Bath SU branding usage pages 1-10 University of Bath brands page 11-12 All student groups pages 12-17 Part Two Style Guide House Style/ Terminology 19-20 Part Three To be completed by 2013 in line with The Big Plan includes: Brand components Our brand touchpoints Key messages Segmentation Channel Tone of Voice Brand Guidelines
Part 1 & Part 2 Contents: Bath SU Brand page 4 Logo usage and font page 5 Logo colour application page 6 Logo isolation and size & accreditations page 7 Logo choice page 8 Placement of logo page 9 Using other logos page 10 Shared brands with the University page 11 Student groups, clubs and societies Using the University brands page 12 Using Bath SU logo pages 13-15 Clothing page 16 Changing your name/ logo page 17 Style Guide Terminology page 19 House Style page 20 Visual Identity Appendix A - Bath SU sub-brands Advice & Rep - pages 21-22, Development page 23, Activities page 24, Volunteering page 25, Bars/ Transport page 26
Students Union main brand The main Students Union brand should be used on all core communications that come from the Union as a whole. Main brand Students Union s sub-brands Each key area of the Union has a sub-brand. There are eleven in total: Advice & Representation, Bars & Entertainment, Development, Joblink, International Students Association, Postgraduate Association, Skills Training, Societies, Sport, Volunteering and Transport. Sub-brands Colours for all sub-brands are on Appendix A - pages 21-26 Students Union and University joint brands Some areas of the Union work in partnership with the University and most of these brands have been combined. They are to be used only on campus and are Academic Reps, Peer Mentoring and Hall Reps. Joint brands Visual Identity 4
Logo usage guidelines Only official versions of the Bath SU logo should be used. Master files are available from the Marketing Department and will be supplied for approved use on request. Files supplied cannot be modified at any time. No elements of the logo should be recreated or deleted. There are no exceptions to these guidelines. Logos should not be cropped or edited in any way. Logos should only be reproduced from a high-res digital file, please do not scan and import from previously printed materials. Do not stretch or squeeze the logo or distort it in any way. Do not rotate the logo; it should always be presented upright. Do not scale individual elements of the logo separately. Do not reproduce the logo in any other one-tone colours. Do not reproduce the logo with the mark only, without permission. Do not move elements in the logo to create variations Do not use multiple/variations of colours. Do not place the logo on a similarly coloured background. Do not place the logo on a busy background. Font The recommended font to use with the SU logo is Myriad Pro. Visual Identity 5
Logo colour application The logo must be reproduced: Colour option HTML 012169 Page With its original colours, on a white background such as printed literature and banners. Pantone 280 C C 100 M 85 Y 5 K 22 R 1 G 33 B 105 HTML 012169 In full black on a white background where full colour is too expensive: for example on club and society leaflets. Monochrome When a coloured background is being used, use the white (reversed) logo. For example on sweatshirts or promotional products. Coloured Any exceptions from the above must be agreed with the Deputy Chief Executive (Communications, Marketing & Bars). Colours for all sub-brands are on Appendix A - pages 21-26 Visual Identity 6
Logo isolation To ensure the logo is distinct and legible, clear space should be provided around the logo. When using the logo in a design where other graphic elements are placed near it, it is best to keep clear space around it of no less than 1/3 of the height of the graphic (river shape) in the logo. Space around logo Minimum size To ensure that we maintain legibility of the logo, it is important that it is never used below the minimum sizes identified below: In all printed applications, the main logo should be no less than 30 mm in length. For on-screen applications, the logo should be no less than 150 pixels in length. Any exceptions from the above must be agreed with the Deputy Chief Executive (Communications, Marketing & Bars). Accreditations The use of awards and accreditations should be considered for each communication and audience: In most communications, particularly to students, too many can dilute the main brand, so a main organisational external award or accreditation should be used alongside the main logo Departmental awards and accreditation s can be added to departmental messages. Internal awards to be kept on internal communications. Minimum size Accreditations 27 mm Visual Identity 7
External Logos The external logo (with the University of Bath text) should be used when the logo may be seen anywhere off campus. For example, on hoodies, websites or literature seen by other organisations. External Campus Logos The campus logo (without the University of Bath text) should be used when the logo will only be seen on the University of Bath campus. For example, on promotional material for societies and clubs or campus events. Campus Stacked Logos Stacked logos are used in exceptional cases where there is no space to put in the complete logo. For example: on Facebook or on a wristband. Stacked Internal Logos The internal logo (without the University of Bath and Students Union) must only be used on buildings and materials seen inside the Students Union and with permission from SU Marketing. For example, on signage or notices inside the Students Union. Internal Visual Identity 8
Placement of logo The University of Bath Students Union should be aligned to the bottom right of any materials. If this is not possible it should be on the top right. The logo should not be floating and a part of the communication message. It is there as a stamp of recognition and belonging, not to be a part of copy. Visual Identity 9
Use of other logos Equal partners Equal partners The University of Bath Students Union logo should have enough space around it. Other logos used near it should reflect the relationship. If in partnership and they are of equal importance on the activity, they should be Internal the same size and alongside the Bath SU logo. Linked Other logos that are linked to the Bath SU logo, but not equal partners in the communication should be smaller, preferably below and not alongside. For example, sponsors or accreditations. Sponsors are funders and supporters; they do not run the event, project or group. Linked Visual Identity 10
Shared brands with the University and the Union: There are two areas with individual logos that are run by the University and the Students Union. They are: The Bath Award Enterprise Bath These should always show the University of Bath logo and The Students Union logo, in equal proportions and alongside one another. Visual Identity 11
Sports clubs, societies and all student groups Brands belonging to the University The logos and the words University of Bath and TeamBath are registered trademarks and property of the University. Any use should be appropriate and in line with the University s guidelines. The University of Bath and TeamBath logo should not be altered in anyway. Opt for University of Bath over Bath Uni/ Bath University where possible. It is important to seek advice from the Activities Manager or the Deputy Chief Executive (Marketing & Communication) in the SU before using the University s brands. University of Bath Bath Uni Bath University Visual Identity 12
Sports clubs, societies and all student groups It is absolutely crucial that any event, group or activity that stems from the Students Union identifies this. You are not enhancing the Union s profile and reputation if it is not instantly clear that your club, society or student group is run by the Union. The Students Union main brand or sub-brand of that area should appear on the bottom right or top right of any publicity materials. Any promotional material needs to be approved by the Marketing Office in the Students Union in 1 East 3.21 or email a copy to: sumarketing@bath.ac.uk Wherever your club, society or student group logo or name is used, so should the Students Union sub-brand or Students Union main logo be clearly seen. SU logo should be on right hand corner leaflets/ posters Visual Identity 13
SU logo should be somewhere on any Facebook pages/ groups SU Logo should appear on the bottom right of any adverts on all plasma screens (including in University departments) Visual Identity 14
SU logo should be clearly displayed at the top right on any boards at fairs and stalls SU logo should be on presentations like PowerPoint Su logo should be on outdoor and indoor banners Visual Identity 15
Clothing All clothing and kit (including Departmental Societies) should show their sub-brand Students Union or main Students Union logo, preferably on the left arm. For Societies and Sports Clubs, the design of all clothing must be attached to a product request and send to the Activities Manager on susa@bath.ac.uk or susocieties@bath.ac.uk Other student groups should contact their Students Union Officer or area manager with a design to be approved. Any unofficial clothing that has not been seen by an SU Manager or SU Officer should not have any reference to The University of Bath or the Students Union (including logo or wording) on them. Visual Identity 16
Clubs, societies, student groups logos and names If you want to use an acronym, you should also explain what you are in the logo. The words University of Bath or University of Bath Students Union should appear in your logo if you have any external presence off-campus (including clothing). New or newly named student groups must have University of Bath in their logo, not Bath University or Bath Uni. Existing groups with Bath University or Bath Uni, may get support from SU Marketing to amend their existing logo to include University of Bath, if they wish to change. Changing your logo or name If your logo or name meets the above criteria, it is recommended that you don t change for a period of at least three to four years. If you think your name or logo needs to change, the process is: Gather written feedback from members and non-members about your current brand using the same questions. Contact your SU Officer to discuss the feedback and ideas. Seek advice and support from the Marketing Department, who may be able to organise minor changes for you. Make sure your SU Officer and Marketing Department have approved any proposed names and logo ideas before proceeding. If you have budget, Marketing could get a professional designer or experienced student designer to give you a quote to create a couple of logos (with your brief). You may use a talented volunteer. Get your members to choose their new logo and name from at least two options. If there are any concerns about name or logo, it will be taken to the Management Group for a final decision. Visual Identity 17
Contents: Style Guide New terminology page 19 Style Guide page 20
Terminology Acronyms Wherever possible it is advised to avoid acronyms, as the feedback from students is that it is confusing and excluding, unless they are heavily involved. When using the name several times through the same medium an abbreviation is then acceptable. Use full name first with abbreviation in brackets and afterwards you can use the abbreviation: University of Bath Students Union (Bath SU) Advice & Representation Centre (ARC) Students Community Action (SCA) National Union of Students (NUS) Recent name changes: Bath SU NOT BUSU SU Officers not Sabbatical Officers Skills Training NOT SORTED Students Union Sport NOT Sports Association Style Guide 19
House Style 17.00, 15.00 NOT 5 pm or 3pm (unless for informal use such as social networking) Advice & Representation Centre NOT AWARE or referred to as ARC verbally or alone (see page 19) Bath SU NOT BUSU BathStudent.com NOT http://www.bathstudent.com freshers NOT Freshers, but Freshers Week International Students Association NOT International Students Association Joblink NOT JobLink/ Job Link University (when referring to our University specifically) University of Bath Students Union NOT University of Bath Students Union postgraduates NOT Post Graduates or Postgraduates Students Union Sport or SU Sport Students Union Officers (SU Officers) NOT Sabbs Tel: 01225 38 4092 NOT Tel: 01225 384092 The Bath Award NOT Bath Award The Plug or The Plug bar NOT the Plug, The Plug Bar The Tub or The Tub nightclub NOT the Tub NOT university University of Bath NOT Bath Uni, Bath University Style Guide
Advice & Representation sub-brands are in PURPLE: Pantone 7678 C C 74 M 85 Y 0 K 0 R 104 G 71 B 141 HTML 68478D Pantone 528 C C 35 M 58 Y 0 K 0 R 181 G 128 B 209 HTML B580D1 Pantone 2665 C C 70 M 76 Y 0 K 0 R 125 G 85 B 199 HTML 7D55C7 Visual Identity - Appendix A 21
Advice & Representation joint sub-brands with the University: (used on campus only) Pantone 526 C C 73 M 100 Y 0 K 0 R 112 G 47 B 138 HTML 702F8A Pantone 260 C C 66 M 100 Y 8 K 27 R 100 G 38 B 103 HTML 642667 Pantone 260 C C 66 M 100 Y 8 K 27 R 100 G 38 B 103 HTML 642667 Visual Identity - Appendix A 22
Development sub-brands are in RED: # Pantone 199 C C 0 M 100 Y 72 K 0 R 213 G 0 B 50 HTML D50032 Pantone 186 C C 2 M 100 Y 85 K 6 R 200 G 16 B 46 HTML C8102E Pantone 7420 C C 13 M 100 Y 54 K 30 R 155 G 34 B 66 HTML 9B2242 Other University/ Union partnerships: The Bath Award Enterprise Bath Visual Identity - Appendix A 23
Activities sub-brands: Sport is in YELLOW: Pantone 123 C C 0 M 19 Y 89 K 0 R 255 G 199 B 44 HTML FFC72C Societies is in ORANGE: Pantone 1665 C C 0 M 79 Y 100 K 0 R 220 G 68 B 5 HTML DC4405 Visual Identity - Appendix A 24
Volunteering/ Community sub-brands are in GREEN: Pantone 335 C C 97 M 6 Y 69 K 19 R 0 G 123 B 95 HTML 007B5F Joint brand (on campus only): Pantone 347 C C 93 M 0 Y 100 K 0 R 0 G 154 B 68 HTML 009A44 Other SU sub-brands Visual Identity - Appendix A 25
Other sub-brands: Bars & Entertainment Pantone 214 C C 0 M 100 Y 24 K 4 R 206 G 15 B 105 HTML CE0F69 Transport Pantone 1675 C C 5 M 83 Y 100 K 27 R 169 G 67 B 30 HTML A9431E Visual Identity - Appendix A 26