E-ACT Brand Guidelines

E-ACT Brand Guidelines August 2013

1

August 2013

www.E-ACT.org.uk

Brand Guidelines

E-ACT Brand Guidelines August 2013

2

Contact information In case of queries regarding the application of these guidelines contact the following:

Esme Knight Marketing and Communications Manager E-ACT Tel: 020 3176 3778 E-mail: Esme.Knight@E-ACT.org.uk

E-ACT Brand Guidelines August 2013

3

Our logo Minimum clear area In order to maintain legibility of the E-ACT logo, a clear area has been established around it. Only background colours that provide a high degree of visual contrast with the logo may extend through this area.

To establish the clear area, use the width of the capital E in the logo as a unit of measurement to determine the amount of space required between the E-ACT logo and all other text and graphics.

Logo minimum size

Strapline

The regular logo must never be used at less than 20mm wide.

The E-ACT strapline (Delivering Education Excellence) may be included by using either of the lock ups below if appropriate. The strapline sits outside of the minimum clear area.

30mm

Logo positioning Wherever possible the E-ACT logo should be positioned in the top or bottom right hand corner of any communication.

E-ACT Brand Guidelines August 2013

4

Brand colours Colour is an important element in the brand identity of the E-ACT brand.

Proper use of colour will provide maximum legibility for the E-ACT logo and ensure a consistent brand identity through all print and onscreen applications. If in doubt regarding colour usage, consult the advisors listed within this document.

The E-ACT logo has been designed for accurate reproduction in four-colour process.

In realisations where reproduction is not possible by four-colour process, such as cut-vinyl lettering for exhibition displays or signage, PMS equivalents may be used.

Grey is used as a primary colour alongside the E-ACT logo on all brand collateral (see examples on page 12). In realisations where reproduction is not possible by fourcolour process, such as cut-vinyl lettering for exhibition displays or signage, PMS equivalents may be used.

The colour values are: The colour values are:

E-ACT Purple:

E-ACT Grey:

79C + 100M + 0Y + 15K Pantone 2617

35C + 0M + 16Y + 34K Pantone 5487

E-ACT Brand Guidelines August 2013

5

Brand colours: Secondary colours In additional to the primary brand colour previously detailed, a palette of secondary colours have been developed that can be used on E-ACT literature and signage.

These colours may be utilised either singly or in any combination dictated by the design requirements of the collateral being developed.

CMYK values and PMS references have been provided.

E-ACT Violet:

E-ACT Blue:

E-ACT Red:

61C + 89M + 0Y + 0K Pantone 2593

100C + 44M + 0Y + 0K Pantone 300

0C + 100M + 81Y + 4K Pantone 186

E-ACT Yellow:

E-ACT Orange:

E-ACT Turquoise:

0C + 12M + 100Y + 7K Pantone 110

0C + 53M + 100Y + 0K Pantone 021

100C + 0M + 31Y + 7K Pantone 321

E-ACT Pink:

E-ACT Light Blue:

0C + 100M + 15Y + 4K Pantone Rubine Red

69C + 7M + 0Y + 0K Pantone 2985

E-ACT Brand Guidelines August 2013

6

Single colour application Against white or very light coloured backgrounds, the E-ACT logo may appear in full-colour or in black. The full-colour logo can only be used on backgrounds lighter than, or equal to, 10% black.

On dark or colour-clashing backgrounds, the E-ACT logo may appear ‘white-out’ of the background.

It is permitted to use the E-ACT logo in any of the secondary colours detailed on the previous page where the design aesthetic would be improved by so doing.

The E-ACT logo must not be employed in any colour other than the primary colour, an approved secondary colour, or white.

Under no circumstances should the E-ACT logo be inserted into a ruled box.

E-ACT Brand Guidelines August 2013

7

Typography Clean, consistent typography is an important part of the E-ACT brand identity. The E-ACT logo has been designed for use with the permitted typefaces shown here.

There is one typeface family: Interstate

Support typeface: Arial

The font is available in a range of weights – a few examples are shown here. Interstate is the typeface for published documents.

When Interstate is not available you should use Arial Regular and Arial Bold. This is also the typeface to use in Word templates, emails and online body copy.

Interstate Light:

Arial Regular:

A B C D E FG H I J K L M N O P Q R ST U V WXYZ a b cd e fg h i j k l m n o p q rs t u v w x yz 1 23 45 6789 0

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Interstate Regular:

Arial Bold:

A B C D E FG H I J K L M N O P Q R ST U V WXYZ a b cd e fg h i j k l m n o p q rs t u v w x yz 1 23 45 6789 0

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

Interstate Bold: A B C D E FG H I J K L M N O P Q R ST U V WXYZ a b c d e fg h i j k l m n o p q rst u v w xyz 1 23 45 6789 0

Interstate Heavy: A B C D E FG H I J K L M N O P Q R ST U V WXYZ a b c d e fg h i j k l m n o p q rs t u v w x yz 1 23 45 6789 0

E-ACT Brand Guidelines August 2013

Stationery Please do not try to reproduce these documents.

Fully editable Indesign files are available from the contacts list on page 1.

8

E-ACT Brand Guidelines August 2013

9

Brand collateral examples E-ACT Prospectus

E-ACT Corporate Plan

E-ACT DVD

E-ACT Pull up banner

E-ACT Brand Guidelines August 2013

10

Brand Collateral Examples E-ACT Website

E-ACT HTML Email >

E-ACT Brand Guidelines August 2013

Academy literature Secondary branding In application where E-ACT branding is secondary to the main branding (for example: on academy literature, signage etc.) Only the approved E-ACT logo can be used.

See examples.

Proposed signage designs must be submitted to E-ACT in the form of a detailed design specification for approval.

11

E-ACT Brand Guidelines August 2013

12

Uniforms An E-ACT sponsored academy may establish its own uniform and dress code for students in line with the ethos of individual institution, and the approach of each academy’s leadership team. Each institution will be expected to reflect the sponsoring organisation as part of its branding.

Academies may include the strapline ‘an E-ACT academy’ when used in conjunction with the academy crest on the uniforms (see illustration).

This should be taken into considering before embarking on the design of any crest of badge. At all other times – this is for secondary branding, signature or literature – the full E-ACT logo should be used. The strapline should be ALL CAPS, set in Interstate Regular except E-ACT which should be set in Interstate Bold.

This should be taken into consideration before embarking on the design of any crest or badge.

Proposed uniform plans and designed must be discussed with E-ACT in the form of a detailed design specification for approval.

Academy uniform (example)

Academy crest with E-ACT strapline

E-ACT Brand Guidelines August 2013

Imagery Photography is an important part of our brand identity. We have a range of images that are available for use within our communications materials.

Please get in touch if you need us to supply images for use.

13

E-ACT Brand Guidelines August 2013

14

What not to do The E-ACT logo It is important to apply the E-ACT brand identity correctly to ensure that the visual impact and overall integrity are not comprised or diluted.

E-ACT

Detailed below are a number of incorrect uses, although this is not intended to be a complete list. If in doubt, consult the advisors listed.

the

1. Do not change the size relationship or position of any element of the E-ACT logo.

4. Do not use the E-ACT logo in repetition as a pattern except in certain approved circumstances.

2. Do not place the E-ACT logo in a ruled box, in any colour application.

5. Do not overprint the E-ACT logo onto photographs unless there is sufficient contrast to the logo

3. Do not change the typeface of the E-ACT logo.

logo

7. Do not distort the E-ACT logo in any way.

8. Do not place high contrast photography, illustrations, text or graphics across any part of the E-ACT logo.

9. Do not use the E-ACT logo within text.

6. Do not violate the minimum clear area with photography, text or graphics.

E-ACT E-ACTBrand BrandGuidelines Guidelines August August2013 2013

15

51

3rd Floor 10 Whitfield Street London W1T 2RE T +44 (0) 203 176 3882 F +44 (0) 203 176 3880 E info@E-ACT.org.uk W www.E-ACT.org.uk