IDENTITY SYSTEM GUIDELINES Whether you re starting out, moving up or starting again WE RE READY WHEN YOU ARE August 2014. Version 1.5
Contents 02 CONTENTS 03 Our brand 04 Our Identity 04 Our logo 05 Logo exclusion zone 06 Logo sizes 06 Logo positioning 07 Skeleton logo 08 Statement 09 Strapline 10 Brand elements 11 Colour palette 12 Corporate typeface 14 Super headers 15 Brand messaging 16 Image style 17 Putting it together 18 For print 20 For web 24 Summary
Our brand 03 OUR BRAND We have recently completed a branding process that has been designed to reflect our personality as an organisation, including our values and the various things that make University of Derby Online Learning (UDOL) different or better than our competitors. Our new brand is a precious commodity and has to be used consistently to ensure that we increase our profile, stand out against the competition, and are remembered by our target audiences. This guidelines document has been compiled to help you to use the brand consistently to ensure that it is always consistent and impactful.
Our identity 04 OUR IDENTITY Our logo The logo is available as a graphic object and should not be recreated, stretched or modified in any way. The logo consists of the icon and the logotype featured together in the blue tab. The icon and logotype should be treated as a single unit and should never be separated. Only the approved logos featured in these brand guidelines should be used in Online Learning marketing collateral. Icon Logotype Obtaining copies of the logo Master copies of the logo can ONLY be obtained from the University of Derby Online Learning Marketing Team. To receive copies of the logo, please contact Lucy Foster or Sara Elliss: l.foster1@derby.ac.uk s.elliss@derby.ac.uk Logo
Logo exclusion zone 05 Logo exclusion zone Exclusion Zone The online learning logo maintains a stronger presence and communicates more effectively when it is surrounded by sufficient space. To ensure the logo is not subjected to visual interference, a minimum clearance distance has been established. 25% LOGO WIDTH This space is determined by the height of two hills from the logo icon, or 25% of the total logo width. No type or images should appear in this area unless the logo is overlaid on a feature brand image. Logo sizes Minimum Size There are no predetermined sizes for the logo but it should be scaled proportionally with all guidelines adhered to. The minimum size for the logo is 40mm. 40mm
Logo positioning 06 Logo positioning For print The online learning logo has a fixed position in the top right corner of the page, it is always placed flush with the top of the page and the distance from the right hand side is a minimum of 25% of the logo s width. For web The online learning logo has a fixed position in the top left corner of the header. It is always placed flush with the top left corner of the containing area.
Skeleton logo 07 Skeleton logo The full logo within the logo tab should always be favoured, however for the occasions when it can t be used, such as on the reverse of literature or when used in association with other brands the skeleton logo can be adopted in its place. Exclusion Zone The exclusion zone for the skeleton logo is determined by the height of the hills from the logo icon. No type or images should appear in this area unless the logo is overlaid on a feature brand image. Minimum Size There are no predetermined sizes for the logo but it should be scaled proportionally with all guidelines adhered to. The minimum size for the logo is 35mm. 35mm Colour Variations The skeleton version of the logo should be used in turquoise wherever possible, when this isn t feasible the white-out or mono versions can be used. Turquoise Mono White-out
Statement 08 Statement Whether you re starting out, moving up or starting again WE RE READY WHEN YOU ARE See page 15 - super header - as a guide to creating the banner. Prelo SemiBold This is our positioning statement, which should appear on external marketing communications, whilst also being used as a statement to unite our team. The purpose of this statement is to reflect the fact that we are a dedicated business division that is completely focused on helping our customers to achieve their aspirations and fulfil their ambitions. The statement can also be used as a challenge to our customers, who may want to learn new skills or gain new qualifications, but who have not taken the step to return to education. Whilst being bold and confident, the statement also has a sense of warmth and collaboration, implying that the UDOL team are ready to help each of their customers to achieve their goals and improve their lives. It conveys partnership and caring, which are key messages for the UDOL brand.
Strapline 09 Strapline The core positioning statement is also adapted to form our strapline - we re ready when you are. This strapline must have a close relationship with a series of interchangeable brand messages. The flexibility of the strapline and its use supplementary to brand messages allows us to tailor our communications quickly and easily to all of our different target audiences, their interests and their individual needs state. The strapline allows us to directly question our customer with emotive statements, immediately aligning UDOL with their own ambitions and aspirations. For example Ready for a better future? WE RE READY WHEN YOU ARE Ready to change lives? WE RE READY WHEN YOU ARE Ready for a British degree? WE RE READY WHEN YOU ARE
Brand elements 10 BRAND ELEMENTS Our brand has been designed to reflect our ethos and values as an organisation, manifesting itself visually in a variety of different elements: Colour palette Corporate Typeface Super headers Brand messaging Image style
Colour palette 11 Colour palette Turquoise is our brand colour, and used consistently, will be a key factor in visually distinguishing the UDOL brand from our competitors. Primary colour palette Our print colour palette is simple, bold and distinctive. The primary colours used to represent our brand are different shades of turquoise, with bright yellow used as an accent colour to highlight important information such as our web address. Turquoise Turquoise Dark Turquoise Light Turquoise Pale Pantone 549C CMYK 71/30/23/7 RGB 72/139/164 HEX #488BA4 Pantone 5405C CMYK 80/44/35/20 RGB 51/105/124 HEX #33697C Pantone 7458C CMYK 60/15/12/0 RGB 96/175/205 HEX #60AFCD Pantone 550C CMYK 40/8/4/11 RGB 134/181/207 HEX #86B5CF Yellow Pantone 803C CMYK 0/10/98/0 RGB 225/221/0 HEX #FFDD00 Yellow should only be used sparingly and reserved for instances where real emphasis is required, for example to highlight a path within our web address. To ensure stand-out and legibility, it should only be used on a turquoise background, never on white. Use for web We use our primary palette plus some specifically chosen additional colours - only for use online. Orange is used for call to actions and to create urgency, eg. buttons. Lilac, green and grey are used as secondary colours in the sidebars, eg. background colours for course details. Orange Lilac Green Grey RGB 229/79/0 HEX #E54F00 RGB 148/134/158 HEX #94869E RGB 173/183/129 HEX #ADB781 RGB 119/127/130 HEX #777F82
Corporate typeface 12 Corporate typeface The corporate typeface to be used in all Online Learning literature is Prelo. Prelo is suitable for headings and body copy as well as information and editorial design. Four weights have been chosen for Online Learning marketing purposes. Prelo-Extra Light Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Prelo-Book Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Prelo-Medium Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Prelo-SemiBold Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
Corporate typeface 13 Use in print We use SemiBold for super headers, headers and subheaders. Medium is used for standard body copy. Prelo-SemiBold Aa Prelo-Medium Aa Use for web We only use Medium from the Prelo family for web - for headings (H1-6). Prelo-Medium Aa Secondary typeface For any print material that is not professionally designed, or that is created on PCs, Arial should be used as the default typeface. Arial is also used as the body font for web. Arial Regular Aa Arial Bold Aa Bullet points UDOL bullet points are always square and turquoise with the text formatted using the secondary typeface, Arial. List option 1 List option 2 List option 3 Examples of visuals created in Word and PowerPoint format using the Arial typeface are available from the UDOL Marketing Team separately to these guidelines.
Super header 14 Super Header BRITISH DEGREE, GLOBAL OPPORTUNITIES The UDOL strapline should always be used as an addition to a series of interchangeable brand messages. These brand messages are held in coloured banners and is what we now refer to as a super header. This recurs throughout the UDOL design style, ensuring that all key messages are displayed prominently and given appropriate emphasis. Creating a super header The font weight used for super headers is SemiBold. Text is always uppercase except when referring to course titles. eg. MSc or BSc. BRITISH 50% 50% The clearing space between the characters and the banners is 50% of the character height. Three banners are recommended to convey your message but sometimes a fourth is necessary. You should never exceed 4 banners. 50% 50% BRITISH The width should be doubled on the left hand side when your super header is used in print. This will then create your margin for any proceeding text. The left hand side margin for digital artwork remains at 50% of the character height. 100% BRITISH Spacing between the banners should be 25% of the character height. This spacing should be respected on all banners used, with the banners sitting flush with the left hand side of the page edge. 25%
Super header 15 The order of colours is: 1. Turquoise Light 2. Turquoise 3. Turquoise Dark 4. Turquoise Pale The font colour is always white. Please refer to page 13 for our corporate colour values. Brand messaging examples READY FOR A BETTER FUTURE? READY FOR A BRITISH DEGREE? READY FOR A MORE FLEXIBLE WAY TO STUDY? READY TO STAND OUT FROM THE CROWD READY TO ENHANCE YOUR CAREER?
Image style 16 Image style The image style that we choose will be important in determining the way that our brand is perceived by our target audiences. Our brand is about enablement, aspiration and achievement, and this should be reflected in the images that we use. We do not need to focus on the process of online learning. In other words, online learning is not about using a computer to gain a qualification, it is about gaining a qualification that will change your life. Photography The photography that we use to represent the UDOL brand should have a consistent look and feel - a working environment with good natural light, focusing on the subject. The examples shown convey the tone and warmth that UDOL images should reflect. Stock photography should only be used as a last resort.
Putting it all together 17 PUTTING IT ALL TOGETHER Our brand has been designed to reflect our ethos and values as an organisation, manifesting itself visually in a variety of different elements. The following examples illustrate how different elements of our visual identity should combine to create emotive and powerful marketing communications. Detailed design templates can be obtained from your UDOL Marketing Team.
Putting it all together 18 For print Super Header with double left hand side margin for print. Indicated in white, the page margin is created by the super headers left hand side margin. Primary corporate logo Headlines - SemiBold Statement Footer Call to action Paragraph text - Medium
Putting it all together 19 Example - Print examples READY TO STAND OUT FROM THE CROWD WITH AN LLM? Our online LLM provides you with the flexibility to fit your studies around career, personal or family commitments. Study your LLM online and fulfil up to 100% of your annual SRA CPD and up to 100% of your Bar CPD requirements. Apply now, start January 2014. Whether you re starting out, moving up or starting again WE RE READY WHEN YOU ARE www.derby.ac.uk/xxx READY TO PROGRESS YOUR CAREER? With our range of health and social care courses, you can top up your existing skills and qualifications to take your career to the next level. Online learning gives you the flexibility to fit your studies around career, personal or family commitments. Whether you re starting out, moving up or starting again WE RE READY WHEN YOU ARE n n n BSc (Hons) Nursing Studies (top up) MSc Integrative Health and Social Care University Advanced Diploma Dementia Care Start September, January or May Call us on 01332 592141, or visit our website www.derby.ac.uk/rcn
Putting it all together 20 For web Homepage leaderboard The leaderboard banner on the homepage is the first thing visitors will see on visiting the homepage. All images must be consistent. The size of the leaderboard is 940 x 300px. Please refer to page 15 for instructions on how to create our Super Header. Super Header BRITISH DEGREE, GLOBAL OPPORTUNITIES Advertising An effective way of advertising online is using animated adverts. By combining the brand elements with a creative licence, create innovative ways of promoting UDOL and its services. Online image sizes most suited to our brand are illustrated to the right. Actual sizes may vary. It is advised you check with your advertising space provider before starting your artwork. Type Size Banner 468 x 60 Leaderboard 728 x 90 Square 250 x 250 Small square 200 x 200 Large rectangle 336 x 280 Inline rectangle 300 x 250 Large leaderboard 970x90
Digital examples 21 Example - Square Clearly it is difficult for us to demonstrate animated banners here so we recommend you visit the following link for some live examples. www.derby.ac.uk/online/advertising
Notes Notes 22
Notes Notes 23
Summary 24 SUMMARY The development of the UDOL brand and messaging strategy is intended to closely reflect our brand personality and ethos. Applied consistently, it will help us to stand out in a competitive marketplace, increasing the recognition and recall of UDOL in the online and distance learning sector. It s really important that everyone involved with UDOL understands the importance of our brand. If anyone has any questions, or would like to discuss these guidelines, please don t hesitate to contact the UDOL marketing department. August 2014. Version 1.5 Published by: University of Derby Online Learning Kedleston Road Derby DE22 1GB T: +44 (0)1332 592062 E: l.foster1@derby.ac.uk