ENGINEERING AND PHYSICAL SCIENCES RESEARCH COUNCIL EPSRC IDENTITY GUIDELINES

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2 Contents 1.0 introduction the logo, strapline and descriptor positioning of the logo with strapline and the descriptor minimum logo size recommended sizes protection area logo colour variations things not to do logo things not to do application corporate colours supporting colours using colour tints corporate typefaces digital media supporting graphic supporting graphic variations supporting graphic proportion 20 and format 6.3 supporting graphic small-use 21 eamples 7.0 use and style of images identity in use artwork resources 24 2

3 1.0 introduction The visual corporate identity of the Engineering and Physical Sciences Research Council has been developed in order to help build recognition of the EPSRC brand and to ensure a consistent and high quality look and feel is achieved for all of our eternal communications. Our logo together with its strapline and descriptor, typography and colours are some of the key areas described in this guide. The eisting EPSRC visual identity has been refreshed. The current logo remains the core of our identity, but now has supporting guidelines. These guidelines will provide fleibility whilst still retaining a strong corporate and consistent look and feel, giving the EPSRC brand longevity and a distinct style that becomes easily recognisable as from EPSRC. It is intended as a reference for all those who need to use our identity, including designers, printers, staff commissioning print or graphic materials and all those responsible for ensuring that our identity is used in a coherent way. Grant holders are reminded that under our standard Terms and Conditions for Research Grants, Investigators must acknowledge the support received from the Engineering and Physical Sciences Research Council. Including our logo is a quick and convenient way of achieving this. (The latest copy of our Funding Guide can be found at These guidelines are created primarily for print usage. Web usage may vary. 3

4 The logo Support wording The Descriptor Engineering and Physical Sciences Research Council 2.0 the logo, strapline and descriptor This is the corporate logo identity for the EPSRC, our most important identification device which represents our organisation s signature. It should wherever possible be reproduced accurately and should never be distorted. Whilst the logo and strapline should be the primary focal point of recognition, the descriptor should preferably also be present on literature as it eplains eactly who the EPSRC is. The logo and strapline Using the logo consistently will build awareness and recognition. It is always seen with the strapline, with the only eception being on some corporate gifts where size is limited or where a bold impact is needed and the supporting tet limits the impact of the logo. Any eceptions should be agreed with the Corporate Communications and Marketing Manager (contact details can be found on page 23) before use. The logo is a complete unit made up with the EPSRC initials and retaining graphic lines. To aid recognition, please use both logo and strapline Investing in research for discovery and innovation. Both logo and strapline must not be altered in any way. Shown is the full colour version which is used on white and light coloured backgrounds. It is the preferred version and should be used wherever possible as this version enables our name to be clearly visible and easily read. The following pages show other logo versions which can be used to increase fleibility in your layout, and on other applications. This logo identity can be used in conjunction with other logos but must be used in accordance with these guidelines. The descriptor The aim of the descriptor is to clearly state what the abbreviation EPSRC (Engineering and Physical Sciences Research Council) stands for. It doesn t sit net to the logo and strapline but it should always accompany it on front covers of all materials. The following pages eplain the use of the logo, strapline, descriptor and support graphics as the branding identity for the EPSRC. 4

5 DL A5 A4 Engineering and Physical Sciences Research Council 08/09 TODAY S RESEARCH IS TOMORROW S IMPACT Engineering and Physical Sciences Research Council IMPACT! TRAIL < < Follow the IMPACT! trail around the Discover Zone: eplore the impact of science on society by looking for the ehibits marked by the IMPACT! signs. How can science help build a better future? Wednesday 3rd June Can we solve the climate change conundrum? Wednesday 3rd June The science behind building the world s fastest car, Bloodhound SSC Sunday 7th June EPSRC AT THE CHELTENHAM SCIENCE FESTIVAL 3 7 JUNE 2009 IMPACT! DEBATE Visit our stand in the Discover Zone or go to our website at to find out more about us. EPSRC is the main UK government agency for funding research and training in engineering and physical sciences, investing around 740 million a year in research that ultimately impacts on society and the way we live. TODAY S RESEARCH IS TOMORROW S IMPACT Annual report & accounts 08/ positioning of the logo with strapline and the descriptor For maimum fleibility the logo with strapline and the descriptor do not have predetermined positions. However the logo with strapline and the descriptor should never appear in the same proimity. The following eamples show the logo with strapline in the top left, top right, bottom left and bottom right. In each case the descriptor is as far away from the logo and strapline as is physically possible so as not to conflict with each other or any other graphic element. The only requirement is that the positioning of the logo with the strapline should always appear in a corner of the communications material and never in the centre. The same also applies to the descriptor, see the eamples shown. Recommended sizes for both of these items are specified on the following pages. Ehibition stand Engineering and Physical Sciences Research Council Ehibition banners Concertina booklet Engineering and Physical Sciences Research Council SCIENCE WITH 5

6 2.2 minimum logo size Standard logo The standard logo and strapline, should not be used below 7mm (height of the logo, see left). Minimum height 7mm Below minimum size On some applications where space is limited or the strapline becomes difficult to read, i.e. on certain corporate gifts. In these cases the strapline can be omitted. Standard logo Maimum height 6mm Using below 7mm 6

7 Engineering and Physical Sciences Research Council Engineering and Physical Sciences Research Council ENGINEERING AND PHYSICAL SCIENCES RESEARCH COUNCIL 2.3 recommended sizes To maintain brand consistency the proportions at which the logo should appear on standard literature have been pre-determined. Logo and strapline Descriptor DL A5 A4 A3 = 23 mm = 23 mm = 30 mm = 36 mm y Engineering and Physical Sciences DL y = 7pt / 9pt Research Council A5 y = 7pt / 9pt A4 y = 8pt / 10 pt A3 y = 9pt / 11pt y Engineering and Physical Sciences Research Council Standard literature sizes: y Engineering and Physical Sciences Research Council y y A4 A3 DL A5 7

8 = is the width of the E ENGINEERING AND PHYSICAL SCIENCES RESEARCH COUNCIL 2.4 protection area A minimum protection area has been defined to help maimise the impact and clarity of the EPSRC logo identity. The rule applies to the logo as a single mark or the variations with the EPSRC support wording. The role of the protection area is to maintain the logo identity s visibility when using other graphic elements near the logo. It can be placed on backgrounds and areas of colour, please see Do nots for instances that should always be avoided. Graphic elements, including other logos, must not break into this protection area. When placing alongside other logos please adhere to this minimum protection area as well as the minimum protection area of the other logo. Wherever possible, align horizontally with similar sizing. Working with other logos 8

9 2.5 logo colour variations The three colour variations shown here are available. See artwork resources page for details on how to obtain these versions. The master, full colour version is the preferred version and should be used wherever possible. No other variations should be created. Full colour version For use on white and light coloured backgrounds wherever possible Greyscale version For use where colour reproduction is not available. Use on white backgrounds only. For website use Reversed version For use on backgrounds darker than the value of 20% black 9

10 2.6 things not to do logo The EPSRC logo should never be tampered with. Here are some eamples of things that should not be done with the logo. Do not change the position of the support wording in relation to the EPSRC logo. Investing in research for discovery and innovation Do not change the typeface or alter the typography of the support wording in anyway. Do not eclude the support wording above 7mm as outlined in section 2.2. The booklet Do not change the position of any of the graphic devices or remove any. Do not distort the logo identity. Always re-size proportionally and as one unit. Do not use the logo identity as part of a heading or within tet. Do not re-size the EPSRC logo and support wording independently. Always re-size proportionally and as one unit. Do not colour the logo identity in any way other than what has been specified. 10

11 2.7 things not to do application The EPSRC logo should never be tampered with. Here are some eamples of things that should not be done with the logo. Do not use the logo identity on complicated backgrounds, ensure it can be clearly seen. Do not use the full colour version on dark backgrounds. Always used the reversed version. Do not use the black and white version on colour applications. WHAT WE DO WHAT WE DO Do not intrude into the protection area for the logo identity with other logos, objects or tet. Do not intrude into the protection area with the support graphic. Do not put special effects such as drop shadows on any typography. Keep it simple! 11

12 3.0 corporate colours The logo identity uses three primary colours. These colours can be used in other parts of the design, to help build on the identity. The additional use of white will create a strong, fresh look and should account for a significant proportion of the overall design layout. It is essential that the corporate colours are correctly specified. This is to ensure that consistency of colour is achieved across all media. It also helps to strengthen the identity s recognition. Pantone 222 C 60C 100M 50Y 0K R:104 G:0 B:63 Pantone 3272 C 100C 0M 50Y 0K R:0 G:148 B:126 White 0C 0M 0Y 0K R:255 G:255 B:255 The process colour specification is an indication only. The final colours must match the Pantone references specified. It may be necessary to adjust this on various printing materials to achieve an accurate match. Pantone is Pantone Inc s check-standard trademark for colour reproduction and colour reproduction materials. 12

13 3.1 supporting colours Pantone 116 C 0C 20M 100Y 0K R:247 G:193 B:0 Pantone 285 C 100C 30M 0Y 0K R:0 G:110 B:190 Pantone 360 C 65C 0M 100Y 0K R:96 G:168 B:29 To help deliver a strong, fresh look and feel, a palette of supporting colours has been defined to create emphasis. This will etend fleibility and creativity beyond the corporate colours. Other colours may be used so long as they complement the primary colour palette. Pantone 2597 C 85C 100M 0Y 0K R:67 G:0 B:113 Pantone 179 C 0C 80M 100Y 0K R:220 G:57 B:13 Pantone Cool Gray 6 C 0C 0M 0Y 31K R:180 G:182 B:185 The process colour specification is an indication only. The final colours must match the Pantone references specified. It may be necessary to adjust this on various printing materials to achieve an accurate match. Pantone is Pantone Inc s check-standard trademark for colour reproduction and colour reproduction materials. 13

14 3.2 using colour tints Tints of the corporate colours and the supporting palette can be used. Use in increments as shown below. Corporate colour palette Supporting colour palette 100% 50% 30% 14

15 4.0 corporate typefaces DIN Family Light Regular Medium Bold Black Bold / Black Light / Regular Medium Primarily for headings and sub-headings. Primarily for body tet. Primarily for key/highlight information. These are the EPSRC preferred typefaces for all eternal corporate literature. Both fonts come in a variety of weights, meaning they are fleible in their application on communications materials. Arial For use in documentation, such as presentations and Word documents when Din is not available. 15

16 Digital Protection area 5.0 digital media On digital media the protection area should be at least 10p. Where space is limited or the strapline becomes difficult to read the strapline can be omitted. The default font is Din Regular for headings. Where this is not available, and for any other tet, Verdana, Helevetica or Arial can be used. On digital media the supporting graphic should not be used. = is the width of 10p Digital Corporate typefaces DIN Family Header - Regular Verdana, Helevetica or Arial 16

17 COLOUR RGB # HEX CODE 100% 50% 30% 5.0 digital media Always use the colour He codes shown in the table opposite. TEAL 0,117,109 #00736b #7fb9b5 #b2d5d2 PLUM 102,0,61 #68003f #b37f9f #d1b2c5 YELLOW 245, 192,0 #f7c100 #fbe07f #fdecb2 BLUE 0,110,189 #006ebe #7fb6de #b2d3eb GREEN 97,170,29 #60a81d #afd38e #cfe5bb PURPLE 67,0,112 # #a17fb8 #c6b2d4 ORANGE 219,58,0 #dc3900 #ed9c7f #f4c3b2 BLACK 0,0,0 #000 #7f7f7f #b2b2b2 RED 255,0,0 #00 #ff7f7f #ffb2b2 GREY 181,183,186 #b4b6b9 #d9dadc #effofo LIGHT GREY 204,204,204 #ccc #e5e5e5 #f0f0f0 DARK GREY 102,102,102 #666 #b2b2b2 #d1d1d1 17

18 6.0 supporting graphic The colour surge graphic device is an identification image that reflects the notion of research diversity and the continuous pace of change. The strong motion blur of colour creates an engaging and ambiguous effect that epresses movement, energy and the process of unleashing pioneering research. It s important to understand how and when to use this graphic in conjunction with and in support of the EPSRC logo so as not to overpower or dominate a design layout or concept. 18

19 6.1 supporting graphic variations Colour variations have been created to provide fleibility of use. 19

20 6.2 supporting graphic proportion and format The supporting graphic should never dominate a layout but it can be used alone on white space in the absence of any specific message, concept or photography. It should only represent a maimum proportion of one third of the overall composition and it can be used in both a horizontal and vertical format. The supporting graphic can also be used to carry a short and simple typographic message or title in white type only. Support graphic used with a short title Support graphic used at the maimum one third of the overall composition 20

21 6.3 supporting graphic small-use eamples The supporting graphic can also be used to add dynamism to smaller design elements within a composition. 21

22 7.0 use and style of images An approved photographic image library is available for use in EPSRC corporate communications materials, which represent EPSRC research areas. Alternative images can be used instead of and in addition to these images, so long as they follow a similar style. Web images need to be clearer in composition and careful consideration should be taken in selecting such images appropriate for that medium if the communications material is to be used in print and on the web. To find out how to obtain the images, please refer to artwork resources. The EPSRC photographic style is modern and dynamic. All photographic images should have strong composition and good colour contrast in order to add impact to a design and help communicate a message(s). Americanised and cliche images should be avoided. Images can be used large as the primary focus of the design; or small to represent different topics and complement the overall design layout. 22

23 Engineering and Physical Sciences Research Council EPSRC is the main UK government agency for funding research and training in engineering and physical sciences, investing around 740 million a year in research that ultimately impacts on society and the way we live. ENGINEERING AND PHYSICAL SCIENCES RESEARCH COUNCIL 8.0 identity in use The following pages show the EPSRC identity in use on corporate materials. Use the minimum protection area to help maimise the impact and clarity of the EPSRC logo, which should always be placed in a primary position. IMPACT! TRAIL EPSRC AT THE CHELTENHAM SCIENCE FESTIVAL 3 7 JUNE 2009 < Follow the IMPACT! trail around the Discover Zone: eplore the impact of science on society by looking for the ehibits marked by the IMPACT! signs. IMPACT! DEBATE < How can science help build a better future? Wednesday 3rd June Can we solve the climate change conundrum? Wednesday 3rd June The science behind building the world s fastest car, Bloodhound SSC Sunday 7th June Visit our stand in the Discover Zone or go to our website at to find out more about us. Generic leaflet, front cover and inside spread Advertisement and case study Communication leaflets, front cover and inside spread 23

24 9.0 artwork resources For further advice on the use of the EPSRC identity, or for copies of the master logos and library of images, contact: Joanne Enderby Corporate Communications and Marketing Manager Phone: