Brand Guidelines by Danielle Rippengill

INSPIRING Brand Guidelines 2014

Contents Our Brand Our Brand & future

3 4

Layout Shapes Frame Work 1.1

Our Logo The Basics Variations Colour Choice Clear Space Minimum Size

5 6 7 8 9 10

Frame Work 1.2 In Practice 2.1 In Practice 2.2

Images Correct Images 1.1 Correct Images 1.2

Colour Palette Colour In Practice Watermark

Typeface

Four Weights Alignment Setting Type In Practice

11 12 13 14

Extras Letters and Envelopes Miscellaneous

20 21 22 23 24 25 26 27 28 29 30 31

15 16 17 18 19

Brand Guidelines 2014

About Us

FOCUSED Pages 3-4

Brand Guidelines 2014

Our brand & the future Cambridge’s arts and cultural sector is wide and varied. The arts and culture don’t just happen in cultural venues, but are found in people’s homes, on our streets, in schools, community centres, hospitals, and of course increasingly online and on the move. Cambridge is a crucible of excellence and expertise. It is the home of world changing ideas, knowledge, innovation and creativity. These factors have combined to make Cambridge the thriving place that it is today. Our brand is extremely important to represent our ideas and prospects for the future. The Cambridge Arts and Cultural Leaders group seeks to develop the arts and culture in the city by taking a strategic and long term approach to its development, for the benefit of the people that live and work in Cambridge, its growing population and those that visit.

These are our key ambitions; - Connecting the whole community through arts and cultural activity - Exploiting our rich cultural assets to develop a world leading cultural education offer - Contributing to sustainable growth in the city - Developing a creative welcome, making the city’s excellent cultural offer more easily accessible.

About Us - Brand Guidelines 2014

Our Logo

DISTINCT Pages 5-10

Brand Guidelines 2014

The Basics

C symbol

The symbol we are using in our logo represents Cambridge as a whole and has been created using the letter ‘C’ from our typeface. It shows that there are many different sectors to Cambridge but as a group we are trying to join us all together. By working together we can create something bigger and better for the future of Cambridge, not only for the people who live in Cambridge currently but also for the people that visit Cambridge. Our logotype simply states our name in our chosen typeface and we haven’t used the word ‘and’ we have shorted to this to an ampersand to make things a little less formal and rigid. Placing our symbol and logotype together this creates our identity which can be structured in various different ways.

Logotype

Our Logo - Brand Guidelines 2014

Variations

Reduced Size

There are four variations in which our logo can be shown with the symbol and logotype together; Reduced Size - This allows the type to stay the same size but the symbol has been reduced.

Standard Layout

Standard Layout - Both the symbol and logotype equal the same width together and create a rectangle shape. Horizontal Alternative - The logotype stays left aligned with the symbol equalling the height of the type. In Partnership With - As we are a group there will be moments when we are collaborating and there for have added an extra alternative for this. Similar to the Horizontal structure but with new type which again is aligned left. Our logo must always appear in the proportions shown and in the order shown. There should be no attempt made to re-draw, restructure or distort these logos in any shape or form.

Our Logo - Brand Guidelines 2014

Horizontal Alternative

In Par tnership With

Colour Choice

Reduced Size

Using colour within our logo is something we aim to achieve in everything we create. We see Cambridge as a bright, exciting, enthusiastic and colourful place to be and this is represented through our colour scheme.

Horizontal Alternative

Type

Symbol

Our logo is available in 18 different colours from the colour scheme we have created. See page 12-13 for colour breakdowns and specifications when applying them to our logo. The reduced sized and standard layout logo can have different variations of lighter and darker colours working together. The logotype is always the darker colour you apply to the symbol. The horizontal alternative and in partnership logo is limited only to be used with one full colour one the logotype and type each time. The symbol is the only section that can be used with two colours - one being dark and the other light.

Standard Layout

In Par tnership With

Type

Symbol

Our Logo - Brand Guidelines 2014

Clear Space The principles of clear space is to ensure that where ever our logo is placed it visually stands out and has its own presence. The clear space around the logo should not be entered by anything at anytime throughout ta design. No other elements such as text, graphics, images or even another brands logo should be in this space. The diagram to the right shows our principles of clear space and how it works; •

Above the logo should be the equivalent to half of the Cs symbol

•

Left of the logo again should be the equivalent to half of the Cs symbol

•

Right of the logo leave a whole Cs symbols width of space to allow for the elements on the rest of the page to not interfere

•

Below the logo leave a whole logotypes height of space, again to allow for the rest of the page

Our Logo - Brand Guidelines 2014

Minimum Size The principle of minimum sizing is to make sure that when using the logo with any type of media it can always be easily recognised and understood. These are the smallest legible sizes for the different variations of our logo shown to the right. Its very important that the smallest size never exceeds these numbers as the logo will become distorted.

Print Logo

20mm

Reduced Size

Print Logo

25mm

Standard Layout

Screen Logo

76 Pixels

Reduced Size

Screen Logo

95 Pixels

Standard Layout

For print and screen we have these guidelines in place but if our logo was to be distributed in another form of media such as engraving or embroidery, these would have to be tested before finalising. Print Logo

Screen Logo

Horizontal

32mm

121 Pixels

Print Logo

Screen Logo

In Par tnership

In Partnership

53mm

200 Pixels

Our Logo - Brand Guidelines 2014

Colour Palette

ENGAGING Pages 11-14

Brand Guidelines 2014

Colour Scheme Our colour palette is made up of 28 colours and they are designed to be bright, bold and fresh. With everything we create we never use two different colours, they are always different shades of the same colour. The top three rows of colours shown to the right are used more regularly than the bottom row, these are for background colours and are never used on the logo. When working with the colour scheme in any creation we always try to create a harmonious feel. The colours should relate to the overall feel and look of what you are creating, For example if you are using images the colour scheme you choose should relate to colour used in the image.

C:15 M:56 Y:100 K:4 R:209 G:124 B:15 HEX: D17C0F

C:90 M:62 Y:0 K:0 R:31 G:93 B:169 HEX: 1F5DA9

C:28 M:100 Y:11 K:2 R:184 G:15 B:117 HEX: B80F75

C:84 M:14 Y:92 K:2 R:0 G:147 B:69 HEX: 009345

C:82 M:92 Y:0 K:0 R:85 G:49 B:137 HEX: 553189

C:22 M:99 Y:76 K:17 R:170 G:27 B:47 HEX: AA1B2F

C:73 M:64 Y:57 K:71 R:41 G:41 B:42 HEX: 29292A

C:7 M:44 Y:90 K:0 R:223 G:136 B:36 HEX: E99C28

C:75 M:24 Y:8 K:0 R:41 G:153 B:203 HEX: 2999CB

C:27 M:83 Y:0 K:0 R:190 G:70 B:147 HEX: BE4693

C:71 M:0 Y:81 K:0 R:72 G:175 B:89 HEX: 48AF59

C:62 M:78 Y:0 K:0 R:124 G:76 B:153 HEX: 7C4C99

C:7 M:84 Y:54 K:1 R:220 G:69 B:87 HEX: DC4557

C:60 M:51 Y:47 K:40 R:88 G:87 B:89 HEX: 585759

C:12 M:32 Y:50 K:2 R:224 G:179 B:134 HEX: E0B386

C:49 M:0 Y:9 K:0 R:136 G:207 B:230 HEX: 88CFE6

C:20 M:53 Y:0 K:0 R:206 G:142 B:190 HEX: CE8EBE

C:54 M:0 Y:51 K:0 R:129 G:195 B:151 HEX: 81C397

C:33 M:49 Y:0 K:0 R:181 G:144 B:194 HEX: B590C2

C:7 M:57 Y:29 K:0 R:229 G:137 B:148 HEX: E58994

C:30 M:23 Y:24 K:3 R:186 G:185 B:184 HEX: BAB9B8

C:6 M:9 Y:13 K:0 R:242 G:232 B:223 HEX: F2E8DF

C:15 M:6 Y:6 K:0 R:223 G:231 B:237 HEX: DFE7ED

C:8 M:15 Y:3 K:0 R:235 G:222 B:234 HEX: EBDEEA

C:16 M:1 Y:16 K:0 R:223 G:236 B:223 HEX: DFECDF

C:11 M:14 Y:2 K:0 R:229 G:222 B:236 HEX: E5DEEC

C:7 M:13 Y:11 K:0 R:238 G:225 B:223 HEX: EEE1DF

C:14 M:10 Y:11 K:0 R:225 G:224 B:224 HEX: E1E0E0

Note that colours should never clash and no other colours apart from the ones stated to the right should be used within our brand.

Colour Palette - Brand Guidelines 2014

In Practice

Correct Usage

Here is our colour scheme in practice and some examples of how to use colour correctly and incorrectly. The correct usage of colour within our logo is shown to the right on the top two rows. The set of four Cs on the bottom layer should always be darker than the set of four Cs on the top layer. Incorrect usage of colour within our logo is shown to the right on the bottom row. The Cs should never be the lightest colours from the palette, they should never be all the same colour and finally there should never be two opposite colours used. Note that black and grey should never be used in our full colour logoâ&#x20AC;&#x2122;s at any point throughout a design unless stated otherwise. Colour should always be introduced and utilised first and for most.

Colour Palette - Brand Guidelines 2014

Incorrect Usage

Watermark Our logo can be used as a watermark for a more subtle colourful effect. These can be placed on a clean white background only so they can still be seen. The colours that are used are shown to the right and to create the watermark effect lower the original colours down to a opacity of 30%. On page 30 there are is an example of the watermarks in practice which have been placed as a footer on a selection of letters.

Colour Palette - Brand Guidelines 2014

Typeface

GILL SANS Pages 15-19

Brand Guidelines 2014

Four Weights Within our typeface we use three families which is light, regular, semi-bold and bold. This allows us to be big and bold at times but also gives us the opportunity to be quiet with our use of typography. We use bold the least and sparingly because it can be to over powering at times as regular is mostly used for main text as its visually more pleasing for large areas of text. There are moments when using light and semi-bold are appropriate but again these elements are not over used. All four of these weights create our typeface family to help represent Cambridge the way we see it. How to set our type can be found on pages 18-19 which will give specific examples and rules we have created as part of our brand.

Light Regular Semibold Bold 72pt

72pt

Typeface - Brand Guidelines 2014

Alignment There is no question of a doubt that our text is only ever left aligned. Our logotype when utilised in advertisement or documents is also only ever placed left aligned. This is a theme that represents our brand and runs across our identity, its one of our basic principles and is an aspect that is not to changed in any way, shape or form.

Left Aligned Left Aligned

48pt

Left Aligned

48pt

Left Aligned Typeface - Brand Guidelines 2014

48pt

Setting Type Our brand is about colour and negative space to aid our designs, nothing should be squashed together or be over crowded we like things to be given the chance to breath - this includes our type. These are the basics of how our type works; •

Main header - Semi-bold weight 22pt with leading 27pt

•

Main body of text - Regular weight 11pt with leading 14pt

•

Sub headings - Semi-bold weight 14pt with leading 17pt

•

Photography credits - Light weight 8pt with leading 10pt

•

Page Numbers - Bold 100pt (A4) Double or half depending on size of media

Correct Usage

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

Incorrect Usage

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz

Typeface - Brand Guidelines 2014

In Practice When setting out a document correctly always use white space because in a heavy text based document it can become un-appealing to read if everything is cluttered. Not only does the text need space to breath but give the photos space as well to showcase them in a positive light. The text should never be centred, justified or aligned right, we want our overall feel and look to be friendly and easy to read. Take care also with line endings, donâ&#x20AC;&#x2122;t leave one word on a line this looks disjointed and interferes with the overall look of the document. A example to the right here shows how to structure a page correctly. The text has its own space and doesnâ&#x20AC;&#x2122;t make contact with the images, nothing is cluttered and there is good use of white space. Think carefully when planning out a double page spread as there needs to be a harmonious balance with the structure and colour just like the examples to the right. For more specifics when using colour and image turn to page 24-25.

Typeface - Brand Guidelines 2014

Layout

DEFINED Pages 20-25

Brand Guidelines 2014

Shapes Our visual identity includes these shapes which are placed behind each photo we use. The shape has to be the same shape as the photo but slightly bigger. It is then tilted anti clockwise to give some depth behind the photos used. Again relating back to the use of colour and type, the overall look and feel as to be harmonious and there shouldnâ&#x20AC;&#x2122;t be any clash of colour. The colour of the shape behind the photo should be picked carefully and should relate to a colour from the photo. More specifics of this idea can be found on pages 24-25. The limitations to the colour of the shapes are 6 colours. The darkest shades from the colour scheme can be used for the shapes and only the dark shades listed below;

Layout - Brand Guidelines 2014

Frame Work 1.1 Structure plays a really big part of our brand and being in the Arts and Culture sector there needs to be versatility within our designs. This then allows for a variety of different images to be used, big or small, single or multiple and they can bleed off the page. Within the Frame there is a basic structure of 6 different layouts, depending on how much text is used depends which layout is used. The logotype is always at the top left of the page aligned with the edge of the image and the symbol part of the logo is again always bottom right aligned with the edge of the image. The space left under the image is the space for the headline and text, This can be flexible but must meet the type and colour guidelines within the brand. To the right and on the next page are examples of the 6 structures that are to be followed.

Layout - Brand Guidelines 2014

Frame Work 1.2 Structure plays a really big part of our brand and being in the Arts and Culture sector there needs to be versatility within our designs. This then allows for a variety of different images to be used, big or small, single or multiple and they can bleed off the page. Within the Frame there is a basic structure of 6 different layouts, depending on how much text is used depends which layout is used. The logotype is always at the top left of the page aligned with the edge of the image and the symbol part of the logo is again always bottom right aligned with the edge of the image. The space left under the image is the space for the headline and text, This can be flexible but must meet the type and colour guidelines within the brand. To the right and on the previous page are examples of the 6 structures that are to be followed.

Layout - Brand Guidelines 2014

In Practice 2.1 The colour scheme really comes into play visually with extras such as the posters. Each and everyone should have there own colour scheme running through them and it should be clear to see this, Choosing the colour scheme is most important and should be picked with care and attention. For example the posters to the right; •

A colour has been chosen from the photo to run with throughout the whole look and feel (orange and red)

•

The shape behind the image is the darkest shade of that chosen colour (dark orange and dark red)

•

The logo is aligned correctly and is the middle shade of the chosen colours (orange and red)

•

The type at the bottom reflects the colour scheme and uses both darker and lighter shades

Layout - Brand Guidelines 2014

In Practice 2.2 â&#x20AC;˘

The logo is aligned bottom right and uses the correct darker and lighter shades of the chosen colour which creates a harmonious visual

Examples on both pages show case the frame work and how it should be utilised correctly. All guidelines for colour within the symbol logo, logotype should all be abided to alongside the guidelines for setting text correctly. There should be no need to change the structure, distort or clash colours throughout this use of advertisement. The guidelines in place for colour runs throughout the whole brand when using images, not just in posters but for also double page spreads, leaflets, fliers or stationary that needs to be created. As the brand invites white space and colour these are a clear representation and should be thought about carefully throughout the creative process.

Layout - Brand Guidelines 2014

Images

CREATIVE Pages 26-28

Brand Guidelines 2014

Correct Images 1.1 When incorporating images they not only need to link with a colour from the colour scheme but they need to be chosen wisely. When choosing artwork they should be pieces that are inspiring an inviting to look at as they will be representing places, exhibitions or events. The images should be good quality so there is no distortion when used on larger areas as this could reflect the brand negatively. The images to the right are created in various ways, all of which can be used. They can range from installations, sculptures, paintings, illustrations any way shape or form the artist decides. Up close images can work really well because people can see the detail within a piece of work. Full colour or black white can both be used.

Images - Brand Guidelines 2014

Correct Images 1.2 When incorporating images they not only need to link with a colour from the colour scheme but they need to be chosen wisely. When choosing images from events or places in Cambridge they need to be convincing which genuinely means a natural feel to the photo and not a staged look to them. The photos to the right are examples which can be used and they vary between events and places in Cambridge. Long shots and close ups both work well depending on the location and event, these need to selected with care and clear representation. There is no particular style for the images but they must be of good quality so there is no distortion when used on larger areas as this could reflect the brand negatively.

Images - Brand Guidelines 2014

Extras

VISUALS Pages 29-31

Brand Guidelines 2014

Letters and Envelope The brand is carried on and developed into letters and envelopes to give a professional look to new potential groups. Each letter and envelope can be matched with the same colours from our colour scheme. The colours utilise the main 6 colours with the darker and lighter shades included. The logo is placed bottom right to continue the guideline throughout the letter and envelope and the watermark is only used on the letter. These should not be moved or distorted in anyway.

Extras - Brand Guidelines 2014

Miscellaneous The brand extends further to a business card, CD wrist band and sticker. All of these are created from the main 6 colours out of the colour scheme including darker and lighter colours. Each individual item is available in all 6 main colours these should not be distorted re-arranged, or have the colour changed in any way.

Extras - Brand Guidelines 2014