techfuture Brand Guidelines by Chris Fullam

techfuture brand guidelines and specification book Implementing the techfuture brand in print and digital communications Identity

04 techfuture brand guidelines | spring 2014

introduction

wordmark

09 10 12 14 16 18

typography 3.1 futureyou typeface 3.2 Museo typeface

21 22 24

4.1 icons & graphics 4.2 layout columns & grids 4.3 imagery & tone of voice

29 30 32 34

merchandise

publication spec

contents

2.1 wordmark 2.2 wordmark strapline & spacing 2.3 wordmark & colour 2.4 wordmark sizing & positioning 2.5 misuse of wordmark

06 techfuture brand guidelines | spring 2014

1 introduction Welcome to the brand guidelines for techfuture, Weâ&#x20AC;&#x2DC;re here to help define, explain and give life to the campaign. It's approach is fresh, energetic and youth orientated, and is aimed at connecting people to content thatâ&#x20AC;&#x2122;s relevant to them. techfuture is a platform, whereby students, can obtain information of the potential career opportunities which technology sector can offer them. We want to provide them with insights and facts so they can make a more informed choice about their prospective college application and career path. This document was developed to help you work with us to build consistent, branded communications that collectively build techfuture's reputation in the communities it serves. Using these guidelines will enable you to create materials that speak to a large audiences while maintaining one, unified voice.

introduction

techfuture brand guidelines | spring 2014

2 wordmark The brandmark represents the core values of techfuture as a challenging, distinctive and innovative movement. However, the new identity can only make a positive impact if it is used consistently and correctly. These guidelines have been developed to provide a comprehensive understanding of techfuture's identity. It covers the correct implementation of the design elements in print and online. The wordmark is the primary element of that identity, although, other components play just an important role in establishing techfutureâ&#x20AC;&#x2DC;s style, these include colour, imagery, tone of voice, publication layout, and auxiliary merchandise which are all outlined in this document. The visual identity is the outward expression of techfuture. It uniquely and distinctively sets itself apart from other educational information baring publications.

wordmark

2.1 wordmark

The techfuture mark serves as a clear representation of the movements, innovation and performance. It is critical that the wordmark is displayed in a consistent manner, but we have a flexible approach to its implementation. Colours of the mark can be changed to adhere to its surrounding and the content it is representing, the guidelines on the use of such colours are outlined on page 14-15. We have three versions of the wordmark, so it is important to use the correct file for the right application. Use the two-color pantone mark whenever possible. Use the CMYK file when only CMYK printing is available. These versions of the mark are provided as scalable vector artwork EPS. An EPS format allows for high-quality print reproduction, also these files can be scaled to any size without sacrificing image quality. You may use these files in page layout and graphics programs for print projects. The third versions is PNG. The PNG format is designed to replace the antiquated GIF format, and to some extent, the TIFF format. It utilizes lossless compression, meaning no image data is lost when saving or viewing the image. It is a

10 techfuture brand guidelines | spring 2014

universal format that is recognized by the World Wide Web consortium, and supported by modern web browsers. It also has the benefit of having an alpha channel which allows it to have a transparent background . Both EPS and PNG files are provided in black and white. The official colours of the wordmark are Red and Grey. Pantone 704 C (Red) is used to grab the attention of the audience. Red itself is energising, it excites the emotions and motivates us to take action. Pantone 425 C (Grey) on the other hand is solid and stable, creating a sense of calm. When the two colours combine we are encouraged to embrace technology and relax in the knowledge that the future is in safe hands.

for print

Pantone 704 C Pantone 425 C techfuture.eps 2-colour Pantone

C 00 M 90 Y 72 K 29 C 00 M 00 Y 00 K 77 techfuture.eps 4-colour process CMYK

for web & screen

R 180 G 046 B 052

#B42E34

R 095 G 096 B 098

#5F6062

techfuture.png RGB

wordmark

2.2 wordmark, strapline & spacing

A powerful strapline or maxim, can copper fasten the message behind any brand or campaign. We have created four messages that can be used in conjunction with the wordmark. These can be used at any time and are phrased in such a way as to be flexible. You can use them at your discretion where appropriate, both aesthetically and where the meaning of the strapline adheres to the message that you are putting forward. The techfuture identity should always be surrounded by a minimum area of space. The area of isolation ensures that headlines, text or other visual elements do not encroach on the mark. The area is defined by using the x-height and

12 techfuture brand guidelines | spring 2014

width from the wordmark. This margin of clear space is drawn around the wordmark to create the invisible boundary this is the area of isolation. The same spacing should also be afforded whether the strapline is present or absent. When the wordmark is written in body copy or even on its own, the ‘t’ in tech and ‘f’ in future is always uncapitalised, and there is no space in between tech and future.

is that you

got what it takes

develop your potential

wordmark

2.3 wordmark & colour

We here at techfuture want to promote a culture of responsible use, of our brand and identity. We are not here to police with a heavy hand, strict rules and regulations. Instead we would like to guide and teach you on effective and creative use of the wordmark and imagery. One of the primary ways we can do this is colour. Aside from when the wordmark is being used with its officially intended colours, we want the mark to work in harmony with your design. When placed over a photograph or illustration the colour of the mark may be taken from the image.* Alternatively, the wordmark may be black or white.

We use a basic colour palette and percentage tints can be used in any of these colours. Other colours may be used where appropriate. This is a ‘work in process’ colour pallet and more colours will be added and will be updated in subsequent issues of the brand guidelines and also are available on futureyou.ie *The wordmark and strapline must change entirely to the new colour, no colour combinations, other than that the oﬃcial colours may be used.

Pantone 2602

C072 M098 Y000 K000

R 082 G 005 B 127

# 663399

Pantone 7665 C

C072 M098 Y000 K000

R 082 G 005 B 127

# 663399

Pantone 186

C000 M095 Y065 K004

R 240 G 010 B 054

# CC3333

Pantone 144

C000 M059 Y100 K000

R 255 G 105 B 008

# FF9933

Pantone 123

C000 M022 Y090 K000

R 255 G 199 B 025

# FFCC33

Pantone 7480 C

C100 M000 Y080 K005

R 000 G 159 B 104

# 609F68

Pantone 549

C057 M000 Y000 K034

R 074 G 133 B 148

# 339999

Pantone Dark Blue C

C100 M079 Y028 K012

R 019 G 070 B 120

# 134678

Pantone Black 5

C098 M040 Y000 K100

R 000 G 000 B 000

# 000000

Pantone Warm Grey

C000 M012 Y018 K056

R 112 G 099 B 087

# CC6666

14 techfuture brand guidelines | spring 2014

wordmark

2.4 wordmark sizing & positioning

Again techfuture would like to encourage best practice, when using the mark, but we understand that in todays competitive environment, our brand has to be responsive and flexible. For this reason we have laid out a number of guides to help you position the mark in a way that is sympathetic to your design and engaging to the audience. The techfuture mark is designed to work at a minimum of 20mm in width without the strapline and 30mm (the width of techfuture) including the strapline. The scalable EPS allows for the size to increase to any size

20mm

HEADLINE

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When centring, the wordmark (techfuture) should be centred, with the strapline running off to the right. The guide for positioning of logo in relation to the edge of the page is equivalent to the word â&#x20AC;&#x2DC;techâ&#x20AC;&#x2122;, but this just a guide and your discretion is encouraged. There are a number of positions within the document where the mark is best positioned, that is in either corner or centre right or centre left as demonstrated on page 17.

30mm

wordmark

2.5 misuse of the wordmark

It is important that the appearance of the mark remains consistent. The mark should not be misinterpreted, modified or added to. The mark or strapline must never be redrawn, adjusted or modified in any way. It should only be reproduced from the artwork provided. To illustrate this point some of the more likely mistakes are shown.

Do not realign the strapline to centre it underneath the wordmark

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Saint Martins CBS

Do not distort the mark.

Do not place text on the mark.

Do not place the logo in a frame.

Do not use other colour combinations.

wordmark

20 techfuture brand guidelines | spring 2014

3 typography techfuture has a bespoke typeface that has been designed to be used throughout publications and on screen as a display face for headings and titles. It is called futureyou. and is supplied in the Open Type format and is supported by PC and MAC. futureyou is a clean, modern font and has been supplied with the following styles, futureyou round and futureyou sharp. techfuture uses the typeface Museo for all other communications, in print and online. It comes in a sans and slab serif. The sans version is used for body copy subheadings and other instances paragraph styles while the slab is reserved for inforgraphics and illustrative purposes.

typography

3.1 futureyou typeface

abcdefghi jklmnopqr stuvwxyz

120pt futureyou round

education 72pt futureyou round reversed

technology 48pt futureyou round

22 techfuture brand guidelines | spring 2014

abcdefghi jklmnopqr stuvwxyz

120pt futureyou sharp

science department 24pt futureyou sharp

computer room 24pt futureyou sharp reversed

typography

3.1 Museo typeface abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 100

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 100 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 300

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 300 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 500

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 500 Italic

24 techfuture brand guidelines | spring 2014

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 700

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 700 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 900

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Sans 900 Italic

typography

3.1 Museo typeface abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 100

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 100 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 300

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 300 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 500

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 500 Italic

26 techfuture brand guidelines | spring 2014

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 700

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 700 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 900

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 900 Italic

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 1000

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890?!/\|£$€%&*()‘’:;, 18pt Museo Slab 1000 Italic

typography

28 techfuture brand guidelines | spring 2014

4 publication spec One of the key features of techfuture is the distribution of Information about different fields within the technology industry. Primarily these will come in the form of brochures that inform future technology practitioners of the available paths through school, college and university. Each publication will have similar sets of core information. The brochure begins with a synopsis of a specific field of the technology industry after which it follows the life of a person, who has been through the education system and has obtained a job in their line of interest. The issue ends with typical jobs in that area and gives the salary for the different levels of experience, i.e. junior, senior manager etc

The information .is also made available online and would be updated regularly with links to industry and education institutes forged to give students a grater picture of the industry before they commit. The following pages give clear guidelines on the production and layout of the information books, in the use of grids columns, typeface, icons, imagery and tone of voice.

publications

4.1 icons & graphics

The icons and graphics are a reflection of the particular field they represent. For example in this case the subject is software engineering, the lead icon is a representation of the characters used when coding, with subsequent graphics using the lead icon to generate the visual language that run throughout the publication. The information icons relate to the life and interests of the main character pivotal to each story, with the wire frame image of the character only appearing on their respective introduction page.

30 techfuture brand guidelines | spring 2014

publication

4.2 layout, columns & grids

The layout of the brochures are standard, they have a six column grid, with ten rows. The page size is 165mm Ă&#x2014; 230mm, the baseline grid is 3pt. The gutter 5.292mm and the margins are; top 22.708mm, bottom 11.5mm inside 10mm outside 12mm.

Page titles are set in 48pt futureyou round, the subtitles are in 18pt while paragraph headings are in 14pt. The main body copy is set 8.5/12 Museo 300, and when there is dialogue the text is set at 8.5 Museo 700. Sidenotes are 7/9 Museo 100 Italic.

what is The role of the software engineer, the history behind the profession and what exactly is involved in software engineering

james flynn An insight into the life of a Software Engineer. It will explain the route James took through school what he studied in college and the field he specialised in, for his masters in uni 22

study

contents

A look at the availability of software engineering courses on offer, a full list is available at futureyou.ie/techfuture

Software Engineer.indd 4-5

32 techfuture brand guidelines | spring 2014

hierarchy Three levels of software engineer within your average company

workplace A list of typical positions available for Software Engineers throughout the country

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what’s involved ISO/IEC TR 19759:2005 SWEBOK is the Software Engineering Body of Knowledge. The SWEBOK Guide is available through cooperation among several professional bodies and members of industry and is published by the IEEE Computer Society and is freely available for from their site.

When the first digital computers appeared in the early 1940s, the instructions to make them operate were wired into the machine. Users were quick to realise that this design was not flexible and came up with the stored program architecture or von Neumann architecture. Thus the division between “hardware” and ”software” began, with abstraction used to deal with the complexity of computing.

software projects exceeding time and budget under control, and ensure that software is built systematically, rigorously, measurably, on time, on budget, and within specification. Engineering already addresses all these issues, hence the same principles used in engineering can be applied to software, the widespread lack of best practices for software at the time was seen as “software crisis”.

Programming languages started to appear in the 1950s and this was also another major step in abstraction. Major languages such as Fortran and COBOL were released in the late 1950s to deal with scientific, algorithmic, and business problems respectively. E.W. Dijkstra wrote his seminal paper, “Go To Statement Considered Harmful”, in 1968 and David Parnas introduced the key concept of modularity and information hiding in 1972 to help programmers deal with the ever increasing complexity of software systems.

Barry Boehm documented several key advances to the field in his 1981 book, Software Engineering Economics. These include his constructive cost model, which relates software development effort for a program, in man-years T, to source lines of code SLOC. T = k *(SLOC)^{(1+x)}. The book analyses sixty-three software projects and concludes the cost of fixing errors escalates as we move the project toward field use. The book also asserts that the key driver of software cost is the capability of the software development team.

The term software engineering was coined in 1968 where it was used as a title for the world’s first conference on software engineering. The conference was attended by international experts on software who agreed on defining best practices for software grounded in the application of engineering. The result of the conference is a report that defines how software should be developed. The original report was made publicly available. The discipline of software engineering was designed to address the poor quality of

In 1984, the Software Engineering Institute was established as a federally funded research and development centre in the US. It is headquartered on the campus of the highly acclaimed Carnegie Mellon University in Pittsburgh. Watts Humphrey founded the SEI Software Process Program, which was aimed at understanding and managing the software engineering process. His 1989 book, Managing the Software Process, asserts that the software development process can and should be controlled, measured, and improved. The process

Software Engineer.indd 6-7

The generally accepted practice for software engineering has been catalogued as a Guide to the Software Engineering Body of Knowledge SWEBOK which has become an internationally accepted standard ISO/IEC TR 19759:2005.

5/21/2014 5:52:19 PM

school life Try to get all the maths you can when you're in secondary school, for example calculus, algebra and geometry, it also might be worth it if you try trigonometry and graphing. Calculus is a part of modern math education. A course in calculus is a gateway to other, more advanced courses in mathematics devoted to the study of functions and limits, broadly called mathematical analysis. Algebra is one of the broadest parts of maths, together with number theory and geometry. As such, it incorporates everything from elementary equation solving to the study of abstractions things like groups, rings, and fields. Geometry originated as a practical science concerned with surveying, measurement, area, and volume. Other notable accomplishments to be aware of include formulas for length, area and volume, such as Pythagorean theorem, circumference and area of a circle, the area of a triangle, square, rhombus or any polygon, and the volume of a cylinder, sphere, and pyramid. A method of computing certain inaccessible distances or heights based on similarity of geometric figures is attributed to Thales. My main tip would be, try to advance to college level mathematics before leaving secondary, you'll need a ton of maths to complete any Computer Science/Engineering programme. And it goes without saying try to enter the world of programming. BASIC and Visual Basic are two languages that will give you a good grounding in understanding computing.

Software Engineer.indd 14-15

has become the capability maturity model integration for development, which has defined how the US Government evaluates the abilities of a software development team.

school

software engineer

5/21/2014 5:52:23 PM

Identity

4.3 imagery & tone of voice

Imagery is important to connect with a wide audience, the documents are youth orientated so they need to reflect this. Bright colours can be used, mixing street style with good typography and layout has proven to be successful, the brochures need to be informative but also appealing.

IT Security.indd 2-3

34 techfuture brand guidelines | spring 2014

5/22/2014 3:38:57 AM

Ann Marie has always been somewhat of an organiser. From an early age, she would arrange all her toys by height, weight and size, and colour coding her butterfly collections on a Saturday morning was one of her favourite jobs. As she got older, Ann Marie was always suggesting new and innovative ways, of how her school could be designed better, and she was continually thinking outside the box, generating solutions for problems a daily basis.

ann marie mooney

Ann Marie has brought this way of thinking into her career and current position, the following will look at how she came through the education system, the subjects she studied, the courses she took in college and where she now works now.

Data Analyst.indd 10-11

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the college years

college

I chose to do a BSc in Computer Science at DIT. I spent the first two years of the course gaining a thorough grounding in the fundamentals of computer science, I then proceeded on to the middle part of the programme where I developed the highly relevant skills in how to interpret data in several different ways. It was during the third year where I studied problem solving generation of design and development, and in final year I had the opportunity to specialise in knowledge and technique in a variety of areas

Today, her job requires her to operate in a functional and technical role in a systems delivery environment within the Financial Services Industry. She has the responsibility for gathering information implementing and specification direction of high impact solutions, delivering complex reports of all components, and relentlessly focusing on the

delivery of high quality work solutions to a single dedicated client. Based on the client site, a large portion of her role is comprised of communicating with stakeholders of varying seniority. Her position requires strong written and verbal communication skills and delivery of well worked solutions in a client-facing environment.

Subjects that are available for students to study in the first and second years are Enterprise Systems Development Where you can learn how to create large, scalable, safe, secure and reliable systems using the latest technologies. Applied Intelligence: Where you study, test and learn about advanced methods in computer science which can be applied in business for example predicting trends and in other areas, for example robotics. Digital Games Development and Simulation: Where you can learn how to design and implement computer game environments which model complex worlds and characters.

The third year of the programme is focused on experiential learning. I participated in a business and enterprise module, from there I choose to opt to participate in the highly successful work placement programme. My work placement programme success was due to the professional relationship I developed and maintained with the company throughout the six weeks I spent there. Alternatively, you can work with community organisations on our innovative service learning module, whereby you take responsibility for significant ICT projects in the community. The school has institutional links with many industrial leaders such as Oracle, Microsoft, IBM and Computer Associates through sponsorship, work placement and project co-operation.

Data Analyst.indd 16-17

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Identity

36 techfuture brand guidelines | spring 2014

5 merchandise You can use the techfuture mark to create promotional material other than traditional print on paper, if you choose to do so you are responsible for ensuring that the techfuture identity is consistent and impactful across all items. Here are a few things to keep in mind when creating branded items: Use the techfuture mark with care and measure. For example if the wordmark and strapline is to be printed on pens, then the strapline would need to be removed and could be added along side the wordmark.

Identity

Some care is needed when using the artwork to produce branded items, for example the tote bag, the wordmark and strapline on the first two bags would not be large enough to produce satisfactory results. The mark needs to be a minimum of 180mm in width for screen printing. Similarly if the mark is being embroidered it needs to be a minimum of 50mm in width.

logo too small

38 techfuture brand guidelines | spring 2014

4 AM

Untitled-1 2 5/19/2014 8:01:44 AM

CMY

icons can be run off the edge but only where appropriate and not so much as to abstract the image

CMY

Untitled-1 2 5/19/2014 8:01:44 AM K

CMY

Untitled-1 2 5/19/2014 8:01:44 AM

a more reasonable size and positioning for printing

Untitled-1 2 5/19/2014 8:01:44 AM

CMY

Untitled-1 2 5/19/2014 8:01:44 AM

Untitled-1 6 5/19/2014 8:01:45 AM

CMY

logo too close to the edge

correct size and positioning for printing

Identity