Maintaining the integrity of our brand. Brand guidelines. August Version 1.

Transcription

1 Maintaining the integrity of our brand.

2 This document is designed to be straightforward and cover any questions you might have when using the AoC Sport brand. By following this guide, we ll have a brand that presents a consistent and professional image, both internally and externally. Contents Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Our logo Safe area Logo variations Misuse Regional logos Our colour palette The fonts we use Photography

3 Page 3 Our logo This is our logo. It s the emblem that symbolises our organisation. It s unique to us so we need to make sure we do everything we can to show it in the best possible light. The icon, the typography and the strapline all play their part in communicating who we are as a brand. As such, we need to make sure that the logo is only ever reproduced from digital files. It should never be scanned from a hard-copy or redrawn in any way. The version shown should be used whenever possible; on brochures, on advertising materials and online.

4 Page 4 Safe area Exclusion zone To protect the clarity and visual integrity of the brand, it has an exclusion zone. It must always appear legibly on a background that is either a solid colour or against an image with minimal content behind the intended position of the brand. The absolute minimum space that should remain around the brand is illustrated. The space A is defined by the cap height of the letter A. This system means that, no matter how large or small the brand is scaled, this space can be calculated with ease. Minimum size Our new logo is designed to reproduce well at small sizes, however it should never appear at a width smaller than 35mm. If it has to be smaller, please use the version without the strapline, which is shown on the next page. 35mm

5 Page 5 Logo variations Fig 1. Ideally, we would always use the logo shown on the previous page; however, that won t always be possible. Dependent on where it s being applied, there are a variety of versions that can be used and these are shown here. Reversed masterbrand Fig 1: Our reversed logo is for use when the masterbrand has to sit on a dark background or when our blue clashes with a photographic element. Size restrictions are the same as the full colour masterbrand. Mono Fig 2: This version should be used on occasions when a one colour version of the logo is required, perhaps when printing in black and white. Masterbrand without strapline Fig 3: Sometimes the logo will have to be used at a width less than 35mm, such as when co-sponsoring an event or on merchandise. On these occasions, this version should be used. AoC icon Fig 4: The AoC icon can be used on its own for items such as continuation pages, headers and social media icons. On these occasions it should only be used as shown. Fig 2. Fig 3. Fig 4.

6 Page 6 Misuse Do not change the typography used Do not rearrange the assets The logo must only ever be reproduced from electronic artwork. It should never be scanned, traced, recoloured, scaled or reset. Examples of misuse are shown here. Sport For college, for life. Do not change the colours Do not place against complex imagery or colours that clash Do not distort the proportions

7 Page 7 Regional logos We work in nine regions across England, linked to the AoC regional offices. Each one of these regions has its own version of our logo and how the brand for each of these is used and presented is just as important as the masterbrand. The same principles that are applied to the masterbrand should be applied to the regional logos. Eastern East Midlands London North East North West South East South West West Midlands Yorkshire and the Humber

8 Page 8 Our colour palette Primary palette Used correctly and consistently, colour is an incredibly important part of a brand s visual toolkit. Our primary palette, the ones that we should use the most and most predominantly, are shown at the top. In order to ensure we don t become too repetitive, a secondary colour palette has been developed to complement these. The colours have been specifically paired to achieve the best possible result. PMS: PMS stands for Pantone Matching System. These are special industry specifications used by printers on some projects. CMYK: If it s printed on paper and is full colour, you should use the CMYK version of the colours. CMYK stands for Cyan/Magenta/Yellow/Black - the colours that combine to create what you see on a printed page. RGB: If it appears on screen, be it an , an online advert or a video, you will need to supply or use RGB colours. RGB stands for Red/Green/Blue - the colours that combine to create a digital display. RGB is used with MS Office and PowerPoint documents. PMS 7705 CMYK: 100 / 13 / 5 / 41 RGB: 0 / 112 / 150 PMS Orange 021 CMYK: 0 / 65 / 100 / 0 RGB: 254 / 80 / 0 PMS 381 CMYK: 25 / 0 / 98 / 0 RGB: 206 / 220 / 0 PMS 2925 CMYK: 85 / 21 / 0 / 0 RGB: 0 / 156 / 222 PMS 208 CMYK: 15 / 100 / 37 / 45 RGB: 134 / 31 / 65 Secondary palette A secondary palette helps add contrast. A secondary palette helps add contrast. A secondary palette helps add contrast. A secondary palette helps add contrast. A secondary palette helps add contrast. PMS 543 CMYK: 37 / 9 / 0 / 1 RGB: 164 / 200 / 225 PMS 289 CMYK: 100 / 76 / 12 / 70 RGB: 12 / 35 / 64 PMS Warm Grey 8 CMYK: 17 / 24 / 25 / 49 RGB: 140 / 130 / 121 PMS Cool Grey 1 CMYK: 4 / 2 / 4 / 8 RGB: 217 / 217 / 214 PMS 7500 CMYK: 3 / 5 / 26 / 2 RGB: 223 / 209 / 167

9 Page 9 The fonts we use The font family we use across all communications materials is Open Sans. It has a variety of weights that allows for real flexibility. This font family is available without charge from Google Fonts and as such, can also be used online as well as in print. While we recommend that the lighter version of the font is used for headlines, we appreciate that this may not always be appropriate. If there is any confusion, please contact the AoC Sport marketing team. There will also be occasions when electronic documents are sent out to clients in order for them to complete information, such as questionnaires or application forms. On these occasions the Arial family should be used. Font size As a guide only, we use a minimum of 11pt for body copy on printed material, and 12pt for body copy on website or electronic media. Type is always ranged to the left with no justification; this ensures maximum legibility in all instances. TO BE USED FOR LARGE HEADLINES Open Sans Light abcdefghijklmnpqrst uvwxyzabcdefghijklmnop qrstuvwxyz TO BE USED FOR BODY COPY AND HEADINGS Open Sans Regular Open Sans Italic Arial Regular Open Sans Semibold Open Sans Semibold Italic TO BE USED FOR BODY COPY ON external documents e.g. QUESTIONNAIRES, APPLICATION FORMS Arial Italic Open Sans Light Italic abcdefghijklmnpqrst uvwxyzabcdefghijklmnop qrstuvwxyz Open Sans Bold Open Sans Bold Italic Arial Bold Abcdefghijklmnopq r lmnop qrstuv

10 Page 10 Photography There are no hard and fast rules when it comes to photography. However, there are some key principles to think about to ensure that imagery fits comfortably with who we are: 1. Keep it simple: avoid contrived poses. Make sure the student or member of staff looks relaxed and comfortable. 2. Be brave: when possible, take advantage of natural colour combinations or striking colours when shooting at a location. 3. Keep it authentic: our imagery should capture the diversity of college students and staff. 4. Check the resolution: ensure that any images you use are high resolution, sharp and clear. We have a wide range of images. For further information, please contact the AoC Sport marketing team.

11 If you have any questions, or if anything arises that is not covered by these guidelines, please contact the AoC Sport marketing team. AoC Sport 2-5 Stedham Place, London, WC1A 1HU E: