BRAND GUIDE 2016
CONTENTS
Page 1 Page 2 - 3 Page 4 - 7 Page 8 - 9 Page 10 Page 11
Brand Ethos Logo Usage Icons Colour Type Application Examples
BRAND ETHOS
As with any SU campaign the central theme is inclusivity through enthusiasm and positive energy. The campaign is predominantly one of recruitment to create next year’s SU. Therefore the logo is representative of the aspirations of next year’s SU; each person working with everyone else to form a collaborative team, just like the solar system.
LOGO USAGE The logo is central to the campaign. It is representative of the collaborative nature of the SU. Logo should never be smaller than 50mm width. Always use illustrator files for re-sizing and png files for document application.
LOGO BACKGROUND
On first points of contact the logo should always be on the riso-blue. On Secondary contact such as inside booklets and on the backs of flyers the white background should be used.
Above is an example of the logo on its textured, blue background. The secondary contact of the logo is a plain white, as seen on the back of this flyer.
LOGO BREAKDOWN
To represent the collaborative nature of the students union, the logo can be divided into the roles that need to be filled during the election season. Each role is paired with icons to visually represent the responsibilities each entails. Separations of the logo are only ever used on a white background to proportional scale.
ICONOGRAPHY President: As the centre of the SU Solar system the president maintains its planetary shape throughout. It is a full time paid role and as such uses negative space and bright block colour to differentiate from the other icons.
Events: All about working hard so everyone can play hard. Being events officer centres around fun, excitement and celebration.
Campaigns: Shouting about what our students care about. Being campaigns officer is about taking a stand and holding your ground in a very mixed political environment.
The icons can be used in isolation of the orbital paths. However, this is only when there is no space for the full icon and orbital path to be used.
As you can see at smaller scales the icons alone are much more communicative.
Raise and Give: Exactly what it says on the tin. Collecting and putting money to good causes, just because we are students doesn’t mean we should wait to make a difference.
Editorial (NEST): Editorial Officer centres around our student magazine NEST. Through hard work and dedication help students to get exposure outside College.
Societies: Getting people together, be it for sports, movie appreciation or gaming!
Welfare: Making sure every day in the life of our students is a good one through student support and listening to what our student body need.
Communications: Through design (web and print) communicating the message of the SU, getting students involved with their SU and making everyone aware of the great things going on at LCA.
Governor: Representing your fellow students through the inner workings of the college. Lots of meetings, to make sure every student is getting the best out of their college.
COLOUR
Key #394193 RGB 56/60/163 CMYK 91/81/0/0
The go to colour of the campaign. Used as an eye catching background and to create assertive information hierarchies in titles. Text #000000 RGB 0/0/0 CMYK 0/0/0/100
President #f5c769 RGB 245/199/105 CMYK 4/24/66/0
Editorial #e84644 RGB 233/70/69 CMYK 0/85/69/0
Events #659067 RGB 101/145/164 CMYK 65/25/67/8
Governor #ec6598 RGB 236/101/152 CMYK 0/73/10/0
Welfare #f2a3c7 RGB 243/164/200 CMYK 0/0/48/0 Societies #9acccd RGB 154/204/205 CMYK 44/5/22
Raise & Give #cee4c3 RGB 152/203/154 CMYK 0/47/0/50
Campaigns #a8ceed RGB 168/711/243 CMYK 38/6/0/0
Communications #f39669 RGB 243/150/105 CMYK 0/51/59/0
The example above shows how the colour application is the lynch pin of the connection between the main logo and the icons for each role in the SU. As mentioned before the icons and their orbital paths can be used separately and what allows this is the cohesive and consistent use of colour throughout.
TYPE PRIMARY TYPE FUTURA MEDIUM (ALL CAPS) Futura Medium is the primary (title) font of the entire campaign. It is the bases for the logo type and its angular capitals and tapered points nod towards the space age and the optimism that comes along with it.
LOGO TYPE - CUSTOM FUTURA MEDIUM (ALL CAPS) The logo type introduces small circles into the bowls of a few glyphs. This creates line work very similar to the logo, creating a visual connection and making what can be a very striking font more playful and approachable.
Body Copy or Secondary Font- Tw Cen MT Regular Aspects of this type, such as the perfectly circular bowls and apertures create links with the primary font whilst still softening enough to make large expanses of body copy viable. As a sans serif font it also fulfils the Student’s Unions requirements for dyslexia friendly design. Can be blue or black depending on the suitability of context.
GENERAL APPLICATION EXAMPLES
THANK YOU! We hope this guide was useful in explaining the design and usage of the 2016 elections campaign at Leeds College of Art.