Institution brand guidelines 2014 by marco fossati

IMPROVING THE WORLD THROUGH ENGINEERING. Our identity system guidelines

16.06.2014

VISUAL TOOLKIT XXXX 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

The Trapezium Using the Trapezium Minimum size & space Positioning Trapezium Sizing the Trapezium What not to do Primary colours Primary colour usage Secondary colours Secondary colour usage Typographic style Headline style Trapezium & headlines Sub-headings, intros Text type sizes Pull-out quotes Long quotes Bullet points & numbers Typographic layouts Imagery intro Hero engineering & news Desaturating imagery Imagery to sell Cut-outs Graphic treatments Difficult shots Photographing people Illustration Photographs & illustration Cover design principles Using the strapline Signing divisions/groups Signing sub-brands

Contents _

Introduction _

1.0 1.1 1.2 1.3

Brand strategy What is a brand? Our brand Our vision _

2.0 2.1 2.2 2.3

Brand architecture Architecture overview Architecture levels Migrating businesses _

3.0 3.1 3.2 3.4

Tone of voice Overview Headlines Long copy _

4.0 Visual toolkit 4.1 The Trapezium 4.2 Imagery introduction 4.21 Hero engineering and news images

4.3

Minimum size and space

4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

Positioning Trapezium Sizing the Trapezium What not to do Primary colours Primary colour usage Secondary colours Secondary colour usage Typographic style Headline style Trapezium and headlines Sub-headings, intros Text type sizes Pull-out quotes

5.0 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

Long quotes

Print applications Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back cover grid Leaflet grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters _

Bullet points and numbers Typographic layouts Imagery intro Hero engineering and news

6.0 6.1 6.2

Desaturating imagery

Environments Display areas Banners _

Imagery to sell Cut-outs Graphic treatments Difficult shots Photographing people Illustration Photographs and illustration Cover design principles Using the strapline Signing divisions/groups Signing sub-brands _

4.2 All images within this document are for reference only. IMechE does not own the rights to these images, they must not be copied or used in any IMechE collateral.

7.0 7.1 7.2 7.5 7.9 7.15

Digital Website Portal Email Social media Email signoff

BRAND STRATEGY 1.1 1.2 1.3

What is a brand? Our brand Our vision statement _

Introduction A brand is simply an organisation, product or service with a personality. How that personality is defined is determined by the organisations vision and values. What it believes in and what it stands for defines the way it looks and the way it talks. Great brands make their personality clear. You judge a brand very much like you judge a person. 90% of our judgement of someone is usually based on the first three seconds of contact and brands are judged in much the same way. A good brand helps make what you stand for crystal clear and makes the difference between you and your competitors tangible. Brands help us understand and they help us make choices. And of course, brands also deliver value. seven out of ten testers prefer the taste of Pepsi but seven out of ten buyers prefer the experience of Coca Cola. It’s part of the reason more people trust Kelloggs than the police, or the BBC more than the government. The most recognisable elements of any brand are their visual and verbal identitys, although these elements alone do not make a brand tangible. The advertising executive David Ogilvy once said that it takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea it will pass like a ship in the night. The same now applies to brands. Great brands must have very simple, strong ideas which are applied both vigorously and consistently.

1.1

Apple has the idea of ‘humanising technology’, Virgin has the idea of ‘iconoclasm’, Disney owns ‘magic’, Starbucks owns ‘authenticity’ and so on. These brand ideas manifest themselves not just through a symbol or colour but in different ways throughout key customer touchpoints. Think of the types of products and services you sell and offer, the way the environment looks, how we talk about ourselves through communications and how we deal with our own people and how they deal with the outside world. A strong brand builds a strong reputation. Think of Waitrose - it is seen as trustworthy, it operates ethically and professionally with all its partners and suppliers, its people are rewarded fairly and judged against their brand values and behaviours as well as being partners with a stake in shaping the business - audiences 'love' Waitrose. Then contrast that with Tesco, they constantly squeeze suppliers to make their products cheaper, their staff do a job rather than deliver a strongly branded experience, and although they are big, they do not command the same levels of brand consideration. It goes without saying that we want to be more Waitrose than Tesco. Our brand needs to sit at the heart of the organisation and shape they way we develop our products and services, our approach to business, our environments and communications and most of all the way we deal with each other and our partners and suppliers. We have a strong reputation, and our brand can help make it stronger still.

BRAND STRATEGY 1.1 1.2 1.3

What is a brand? Our brand Our vision statement _

Our brand VISION

Improving the world through engineering — Setting the agenda — Developing professional engineers — Inspiring the next generation PURPOSE

To lead and promote professional engineering VALUES

High ethical standards Professionalism Respect for people and the environment Integrity Innovation

1.2

The Institution also adopted five key themes to focus its activities on: — Energy — Environment — Manufacturing — Transport — Education

BRAND STRATEGY 1.1 1.2 1.3

What is a brand? Our brand Our vision statement _

Our vision statement Throughout the constantly evolving work of mechanical engineers, one institution has been at the heart of the worldâ&#x20AC;&#x2122;s most important and dynamic industries since its formation in 1847. Today, working hard to support our 110,000 members, the Institution is the market leader among professional engineering bodies. It is a go-ahead organization with global reach that truly represents and reflects the profession: encouraging professional registration and long-term career development. As a global community of mechanical engineers represented in over 140 countries, the Institution is the largest network of mechanical engineering knowledge, skill and opportunity in the world. With an ever growing membership based outside the UK, we develop and maintain key partnerships with leading multi-national employers to ensure their technical workforces are trained to the highest standard. By equipping engineers with the right skills, knowledge and experience to help them develop, we contribute to strengthening the worldâ&#x20AC;&#x2122;s leading companies. We encourage high profile education initiatives which inspire the next generation to work in engineering, and get engineers featured in the global media and heard by government.

1.3

We are committed to ensuring that the views of engineers are well represented in the public domain. Thanks to its internationally recognised thought leadership around energy, climate change and future transport, the global press trusts the Institution as a source of expert opinion. With a proven track record for understanding the needs of government, our well respected expert knowledge is sought by politicians to shape policy.

BRAND ARCHITECTURE 2.1 2.2 2.3

Architecture overview Architecture levels Migrating businesses _

Architecture overview Our structure consists of just 2 simple levels. Our brand idea drives the look of these levels and the consistent implementation provides credibility to other parts of the organisation.

Further benefits of adopting this structure include: — Achieves higher overall awareness — Builds greater sense of trust — Creates stronger sense of belonging amongst employees — Signals a brand that values its reputation and beliefs — Increases cross selling potential — Reduces costs in maintaining sub-brands

LEVEL 1 / MASTERBRAND What does this look like? Entities are identified by a masthead, by the title of a publication or by a job description on a letterhead and business card only. Most of the Institution now falls in to this category.

What elements are used? The Trapezium with further signposting in headline text, body copy or job descriptions. No further labels or identifiers are used apart from those required for divisions, groups and regions.

ALL HOURS. ALL YOURS. The library. Open 24/7

Improving the world through engineering

LEVEL 2 / MASTERBRAND ENDORSED What does this look like? The same as Level 1 but with the addition of event marks. They will help people understand that the Institution and its members own these events. Further signposting is achieved through job descriptions on letterheads and business cards.

2.1

Please note It is important that we don't dilute our brand by creating too many masterbrand endorsed activities. Always discuss with the Director, Marketing Operations before creating anything new.

What elements are used? Event marks with the Trapezium as part of the mark. Event marks do not appear on Institution stationery that may be linked to the event.

SMASH RECORDS. BREAK THE MOULD.

Call for entries 2009

Improving the world through engineering

BRAND ARCHITECTURE 2.1 2.2 2.3

Architecture overview Architecture levels Migrating businesses _

Architecture levels LEVEL 1 Examples of entities that fall in to the level 1 category. Everything follows the new system with no independent marks or descriptors.

ALL HOURS. ALL YOURS.

MAKE A DIFFERENCE EVERY DAY.

EVERY EVENT HAS A CATALYST.

The library. Open 24/7 Engineering Public Challenge 2014

Improving the world through engineering

Anthony Other Head Librarian

2.2

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

Improving the world through engineering

Anthony Other Competition Director Engineering Public Challenge

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

Improving the world through engineering

Anthony Other Administrator

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

BRAND ARCHITECTURE Anthony Other Head Librarian

2.1 2.2 2.3

Architecture overview Architecture levels Migrating businesses _

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

LEVEL 2 Examples of entities that fall in to the level 2 category. Instances where events have their own mark are limited.

SMASH RECORDS. BREAK THE MOULD.

Improving the world through engineering

Anthony Other Schools & Student Marketing

MAKE THINGS MAKE A DIFFERENCE.

Call for entries 2014

2.2

Anthony Other Competition Director Engineering Public Challenge

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

Improving the world through engineering

Anthony Other Competition Director Manufacturing Excellence Awards

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

Anthony Other Administrator

1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

BRAND ARCHITECTURE 2.1 2.2 2.3

Architecture overview Architecture levels Migrating businesses _

Migrating businesses If the Institution buys another business, the usual strategy is to migrate that business into the masterbrand over a period of time, ensuring that any equity from the acquired business is also migrated into the Institution. This communication exercise usually follows this simple process. IMechE endorsement

Engineering training programmes for managers

Acquired brand endorsement

DEVELOPING PROFESSIONAL ENGINEERING LEADERS.

Fully migrated

DEVELOPING PROFESSIONAL ENGINEERING LEADERS.

Excellence Engineering Learning & Development

Excellence Engineering

Improving the world through engineering

Excellence Enginering is a wholly owned part of the Institution of Mechanical Engineers

Anthony Other Development Director Victoria Way, London SW1H 9JJ www.excellenceengineering.com T F E

020 1234 5678 020 1234 6789 a_other@excellencengineering.com

Excellence Engineering Learning & Development

Anthony Other

Excellence Engineering

Excellence Enginering is a wholly owned part of the Institution of Mechanical Engineers

2.3

Third party brand starts to carry an endorsement that explains the new ownership across communication materials

Senior Training Manager Excellence Engineering

Unit 10 Woodgate White Lund Industrial Estate Morecambe, Lancashire United Kingdom LA3 3PQ www.imeche.org

Anthony Other

Senior Training Manager

T 020 7304 6980 F 020 7222 8553 E a_other@imeche.org/ excellenceengineering

Where new ownership is sensitive and customers need more reassurance, this intermediate stage allows the brand to move closer to IMechE, but still retain old business name as an endorsement. The stage is optional and should only be used when there is a risk customers loyal to the old brand may leave

1 Birdcage Walk London SW1H 9JJ www.imeche.org T F E

020 1234 5678 020 1234 6789 a_other@imeche.org

All materials have migrated to IMechE brand, all reference to acquired brand has been removed

BRAND ARCHITECTURE 2.1 2.2 2.3

Migrating businesses

Architecture overview Architecture levels Migrating businesses _

A further example demonstrating how we migrate businesses into the Institution. IMechE endorsement

Acquired brand endorsement

Fully migrated

SONASPECTION: SETTING THE INTERNATIONAL STANDARD FOR FLAWED SPECIMENS.

FLAWED SPECIMENS: SETTING THE INTERNATIONAL STANDARD. NDT Solutions

NDT Solutions

Getting flawed specimens absolutely right.

NDE Training

NDE Qualifications

NDE Performance Demonstrations

owned part ring is a wholly Excellence Engine Mechanical Engineers of of the Institution

Anthony Other

Production Supervisor

Unit 10 Woodgate White Lund Industrial Estate Morecambe, Lancashire United Kingdom LA3 3PQ www.sonaspection.com T F E

020 7304 6980 020 7222 8553 a_other@imeche.org

NDT Solutions Anthony Other Production Superviser Sonaspection Sonaspection is a wholly-owned subsidiary of The Institution of Mechanical Engineers

Example Sonaspection - first stage they start to carry an endorsement explaining their ownership.

2.5

Unit 10 Woodgate White Lund Industrial Estate Morecambe, Lancashire United Kingdom LA3 3PQ www.imeche.org

NDT Solutions Anthony Other Production Superviser

T 020 7304 6980 F 020 7222 8553 E a_other@imeche.org/ excellenceengineering

Migrating company name (Sonaspection) here has become a product name from the Institution. The product sits in a business area called NDT Solutions.

Unit 10 Woodgate White Lund Industrial Estate Morecambe, Lancashire United Kingdom LA3 3PQ www.imeche.org T 020 7304 6980 F 020 7222 8553 E a_other@imeche.org/ excellenceengineering

The Sonaspection name has disappeared from all communications

TONE OF VOICE

Overview With a vision as focused as ‘improving the world through engineering’ we need a strong tone of voice to help deliver it. An optimistic and informed tone of voice, with the awareness to see the positive changes ahead. And the authority and determination to involve people in making them happen.

Making our presence felt As the voice of our profession, we’re expected to lead the thinking. But we must go beyond that. Big changes don’t happen without inspiring people to get involved and work together. So we must actively make the benefits of engineering excellence tangible and real. Both to educators, professionals and businesses as well as a wider engaged and interested general public. We must show the impact it has across countless industries, businesses and areas of life. In doing that, our voice is an essential campaigning tool. Meaning we’re restless, we ask questions, invite answers, listen and tell. We’re encouraging and engaging. We are opinionated, clear, challenging, worldly.

3.0

Ambitious for our profession, we’re keen for engineering to be heard and its value to be accurately understood.

TONE OF VOICE 3.1 3.2 3.3

Overview Headlines Long copy _

Working together with one voice A good way to think about expressing our brand through tone of voice is to see it as components working together.

Thought leadership Campaigning. Challenging conventions. Provoking thought. A call to action Questioning. Setting the agenda. Active and engaging. Communicating and connecting whatâ&#x20AC;&#x2122;s tangible. Engineering excellence by getting involved.

3.1

When our words are spoken with authority and leadership we will inspire others to be at their best. And through their resulting actions, strive to change the world. But our tone of voice needs flexibility. We provide a wide range of written communications, from the more direct, opinionated press ads to deeper and more insightful articles that take longer to make their point. The following pages will give you a few tips and techniques on how our voice flexes to get our point across over various mediums.

TONE OF VOICE 3.1 3.2 3.3

Overview Headlines Long copy _

Headlines Don’t fight for attention. Demand it. With any form of written communication, the headline is one of the most important pieces. It should be an interesting hook, attracting the reader’s attention and encouraging them to read on. Headlines must be relevant to the story and be interesting, without using lazy puns or cliché. We’re making the benefit tangible – find what that is and use it. Never assume the audience knows this already. Find out what they need to know and tell them that. Even what seems a dull story can be brought to life by finding an interesting angle and using it in the headline with a clever use of language and a strong connection to any lead image. It’s here that our tone of voice can be the most distinctive. Making a short, sharp point that stands out. If the purpose of the headline is to sell something (such as places at a seminar or a particular product or service), be very clear about the benefits of ‘buying’ and communicate these in the headline. Don’t send people to sleep; inspire them to come and get involved. In magazines or websites, headlines are used to navigate the reader around the page at a glance. A good headline gets to the heart of the story in a handful of words.

3.2

Examples – where we were To illustrate what we mean about headlines, here are a few examples. These were used previously by the Institution.

ENERGY FROM WASTE IN THE UK TIDAL POWER IN THE UK: SEAGEN While giving a clear description of the topic, they are functional, merely stating facts that won’t be news to our audience. Without personality they will not grab anyone’s attention or serve as an interesting lead in to the articles they headed. With our refreshed brand and vision, these are not the headlines to use. Examples – where we are Thought leadership: eg

OPPORTUNITIES SHOULD BE SEIZED, NOT THROWN AWAY. eg

TIDAL ENERGY IS MORE THAN A SEA CHANGE. These new thought leadership headlines use an opinion to give an interesting angle. Thought provoking, they demand you read on to find out more. Adding some gentle wit that is both relevant to the story, helps connect to the audience and expresses a sense of confidence and leadership.

TONE OF VOICE 3.1 3.2 3.3

Overview Headlines Long copy _

A call to action: eg

Some tips:

AS THE DEMAND FOR SUSTAINABLE ENERGY GROWS, HARNESSING POWER FROM WASTE BECOMES AN EVERMORE VIABLE OPTION. BE PART OF THE SOLUTION.

Try to get to the heart of the story – what is the real tangible benefit to the world from the subject we’re addressing?

FOR THE UK TO HAVE A REALISTIC CHANCE OF REDUCING GREENHOUSE GAS EMISSIONS BY 80% BY 2050, ELECTRICITY GENERATION MUST BE ALMOST ZERO CARBON EMITTING BY 2030. MAKE A DIFFERENCE FOR THE FUTURE. These call to action headlines have moved the debate on. Showing their authority and knowledge, they do not question the case for sustainable energy generation or carbon reduction. Instead they pinpoint the tangible solution and tangible benefit, linking that directly to the call to get involved, to be ‘part of the solution.’ Though longer, these lines have real energy and a sense of purpose.

3.3

Are we changing minds, introducing something new, over-turning current thinking? What will our audience take from this and what do we want them to do now? Think about how we feel about this. What’s the opinion behind it? Why is it so special? Is there a nice/clever/appropriate link between the above? Try and find words that create a natural connection. Don’t be afraid to be less explicit about the content of the headline. Sometimes a headline will tell you all you need to know about the article, other times it will deliberately reveal little. Whichever option, it should always be interesting and engaging.

TONE OF VOICE 3.1 3.2 3.3

Overview Headlines Long copy _

Long copy A point made simply is a point well made. It’s inevitable that we will need to write in some depth on many occasions. This is where it becomes most difficult to maintain a consistent tone of voice and personality. The main thing to bear in mind is to be human. Some tips: – Write how you speak, not like a text-book – Use active not passive constructions – ‘we know’ not ‘it is known’ – Try and break down large bodies of text into digestible chunks – Be clear and concise – Use a variety of different sentence lengths to vary the pace and keep things interesting – Use simple metaphors and analogies if they help to deliver understanding, but do so sparingly – Short sentences make reading easier, especially if explaining something complex. Try and break large paragraphs into smaller sentences

The aim of the Power Industries Division is to promote the safe, efficient, cost-effective and environmentally sensible generation and utilisation of non-motive power and we will provide a national and international focus for the dissemination of mechanical engineering knowledge and best practice in that field. How it could be improved:

Just because a power source is non-motive, doesn’t mean we can’t work towards improving it. Our Power Industries Division focuses on promoting the safe, efficient, cost-effective and sustainable management of non-motive power. From how it’s generated and distributed, right the way through to the way it’s used, we use our knowledge of mechanical engineering to help advance the industry worldwide. Thought leadership, what we’ve done:

– Get to the point quickly

With an emphasis on thought leadership, while retaining the same content, we’ve made the copy more digestible by breaking it into chunks.

– Use ‘we’ collaboratively not condescendingly – talk ‘with’ not ‘at’ people

The first line adds a little context and opinion, helping what may seem an unrelated area feel very relevant for mechanical engineers.

– Know your facts even if you don’t use all of them, your knowledge will be visible in the way you construct your arguments

3.4

Example [Taken from the power industries homepage]:

We’ve removed unnecessary long-winded words like utilisation and dissemination, replacing them with easier to read words and phrases expressing the same thing. It’s not about dumbing down, just improving readability. We’ve also made the whole paragraph feel more active and alive, by talking in the first person and having a more human personality.

TONE OF VOICE 3.1 3.2 3.3

Overview Headlines Long copy _

Example:

It was thought that non-motive power sources either couldn’t be improved or it wasn’t economically viable to try. We’ve never agreed, our Power Industries Division promoting the safe, efficient, cost-effective and – crucially – the sustainable management of nonmotive power. It’s the global drive to find ever more responsible ways to produce and use power that’s moved the argument to us. Join us in using mechanical engineering to help advance this industry even further worldwide. A call to action, what we’ve done: In asking our audience to get involved we’ve again moved the debate on. ‘We’ve never agreed’ is the bridge between outlining what was the past thinking with our agenda setting position. Here, ‘crucially’ directs attention to the key element of the debate. The need for more sustainable energy use and something we’re already addressing – a fact that has now brought the argument to us. By using ‘global drive’ we link the wider context to the specific and tangible benefit ‘to help advance this industry even further’. That also gives a context to the call to action – ‘join us’.

3.5

VISUAL TOOLKIT

Seeing things our way. These sections define how the basic visual elements of our brand come together. These elements are straightforward and simple to use. They have been specifically designed to work together to effectively communicate our personality and to bring our vision to life.

4.0

VISUAL TOOLKIT Trapezium 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.1

The Trapezium This is our mark. It represents the Institution. The mark is simple, bold and distinctive. The full name of the Institution is contained in a bold, forward facing red lozenge, giving the Institution a voice that distinguishes it from other institutions and governing bodies. The Trapezium is unique and has been specially developed for the Institution. For this reason, it is important to only use the master artwork supplied. Never redraw or distort the artwork in any way. Refer to the artwork library in section 9 for ready-to-use artworks in a variety of file formats.

VISUAL TOOLKIT Trapezium 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.2

Using the Trapezium The Trapezium may only be used in the following colours: — Red on a white background — Red on a Steel Blue background — Red on a photographic background — Red on a Dark Red background — Red on black background — Black on a white background No other colours should be used.

The Trapezium must not appear on a red background where a keyline has to be added to define the lozenge shape. The Trapezium may also be reproduced out of various metals, for items such as badges, and etched in to material surfaces such as glass. It may also be embossed or de-bossed.

VISUAL TOOLKIT Trapezium 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.3

Trapezium minimum size and space

The Trapezium should never be used below the minimum size shown here. However you may find that the minimum size is larger if the mark is being etched or stitched as opposed to printed.

The use of the Trapezium is flexible. It is designed to be used in close proximity to (but not touching) other elements. Typically it's used in the following ways:

For general use, the Trapezium should not appear close to other graphic elements. Follow the exclusion zone guideline given below. When the Trapezium is used beneath main headings make sure that it is positioned 1x from the baseline so maintaining the exclusion zone rule.

— On its own on flags or banners — In clear space on stationery, on our website or as a sign-off on the back of brochures — Directly under messages and brochure titles and linked to the typography — Endorsing the Institution’s events such as Formula Student and Support Network where it is used directly under the event logotype

1x 1x

8mm

MINIMUM SIZE

EXCLUSION ZONE

VISUAL TOOLKIT Trapezium 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.4

Positioning the Trapezium When the Trapezium is used beneath headings, the following basic positioning guide should be followed.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

VISUAL TOOLKIT Trapezium 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

Sizing the Trapezium There are recommended sizes for the Trapezium that should be followed across communications when using it on A sized print formats.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

MAKING GREEN MAKE MONEY USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS. 16 mm

16 mm

A5 Landscape

As already illustrated the Trapezium is used directly under a headline or titles, half its height away from the headline. Its vertical position changes depending on the length of the type that preceeds it.

16 mm

For A3. enlarge the A4 example by the standard 144%. For non-standard sizes like pull up banners, scale the Trapezium and dimensions to fit across the width from the examples shown here. See 4.14 for more detailed guidelines on connecting the Trapezium to headlines.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

11 mm

4.5 A5 Portrait

MAKING GREEN MAKE MONEY USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

VISUAL TOOLKIT Trapezium 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.6

What not to do

DO NOT PLACE WORDS IN THE TRAPEZIUM SHAPE

Do not use the Trapezium pointing upwards or at an angle.

Do not make shapes or tags out of the Trapezium. Donâ&#x20AC;&#x2122;t place words in the Trapezium.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Do not use as an arrow or device to point to other information.

Do not add any additional descriptors under the Trapezium (apart from when using the strapline, see 4.36).

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

THE INSTITUTION OF

MECHANICAL ENGINEERS

Do not reconstruct the mark using another font.

EDUCATION

Do not print in any other colourway than specified.

Do not change the angle or shape of the Trapezium.

Do not add any additional descriptors under the Trapezium (apart from when using the strapline, see 4.36).

VISUAL TOOLKIT XXXX COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

The Trapezium Using the Trapezium Minimum size & and space space Positioning Trapezium Sizing the Trapezium What not to do Primary colours Primary Secondary colour colours usage Secondary Colour usgae colours Secondary Typographic colour styleusage Typographic Trapezium and style headlines Headline Sub-headings, style intros Trapezium Pull-out quotes & headlines Sub-headings, Long quotes intros Text Bullettype points sizes and numbers Pull-out Typographic quotes layouts Long Imagery quotes intro Bullet Hero engineering/news points & numbers Typographic Desaturating layouts imagery Imagery - Photoshop intro Hero - Bleach engineering bypass & news Desaturating - Black and white imagery Imagery to sell Cut-outs Graphic treatments Graphic Difficult treatments shots Difficult Photograph shots and illustration Photographing Illustration people Illustration Cover design principles Photographs Using the strapline & illustration Cover Signing design divisions/groups principles Using Signing the sub-brands strapline Signing divisions/groups themes Signing sub-brands

4.7

Primary Colour Palette There are 4 colours within our primary palette plus white. Bright Red Dark Red Steel Blue Warm Grey We are primarily a red brand, however the other colours in the palette should be used for variety and balance and to help soften our overall appearance. Balance in the use of these colours should be achieved. They have been designed to work together. Bright Red is our main colour, the lead colour for our headlines and the colour of the Trapezium. Bright Red is also used as a background colour, however the Trapezium should not appear on it. Dark Red is used as the secondary colour on headlines for emphasis and balance where required. Steel Blue is used mainly as a background colour and adds distinctiveness to our brand. It can be also used as a headline colour if there is enough contrast with the background it sits on, usually one of our other colours. Ensure text is always legible. Warm Grey is usually used for text, but can also be used lightly tinted in backgrounds for charts and to create blocks for text.

Bright Red

Dark Red

Steel Blue

WARM GREY

Pantone速 485 C

Pantone速 188 C

Pantone速 559 C

Pantone速 Warm Grey 11

C 0 M 90 Y 100 K 0

C 17 M 100 Y 62 K 60

C 32 M 2 Y 22 K 3

C 29 M 39 Y 40 K 68

R 213 G 43 B 30

R 119 G 36 B 50

R 188 G 212 B 195

R 103 G 92 B 83

WHITE

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

Primary colour usage Illustrated here are the colour combinations that you can use on communications for type headlines. Wherever possible headlines should lead on red.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

4.8

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.8

Primary colour usage This page illustrates the type of colour combinations we would encourage within communications. Always check that all content is legible.

HOW WILL WE SUPPORT YOUR APPLICATION?

If you have the qualities and experience necessary to be a Chartered Engineer then we’ll make it as easy as possible for you to register:

HOW WILL WE SUPPORTPORT YOUR APPLICATION?

BUSINESS DEVELOPMENT MANAGERS

Available to support you at every stage and offer individual feedback on your application. Contact bdm@imeche.org

THROUGHOUT THE PROCESS I HAD ACCESS TO A MENTOR FROM THE INSTITUTION WHO REVIEWED MY PROGRESS AND TAILORED THE SCHEME TO MY PARTICULAR INTERESTS. THIS ALLOWED ME TO CHOOSE OPTIONS THAT SUPPORTED THE SPECIFIC TECHNICAL ROTATIONS I WAS DOING

David Askew, CEng MIMechE Manufacturing Engineer, Rolls-Royce

06_07

HOW WILL WE SUPPORT YOUR APPLICATION?

CAREER DEVELOPER An online toolkit that makes it easy to keep the necessary records of your competences as you go through the process of registration

COMPANY-BASED REGISTRATION A programme that helps your company support your registration, through workshops and feedback sessions that bring together all applicants in the company

MONITORED PROFESSIONAL DEVELOPMENT SCHEME We can accredit your organisation’s training scheme. This helps make sure the right opportunities are in place to enable a successful application

Available to support you at every stage and offer individual feedback on your application. Contact bdm@imeche.org

06_07

COMPANY-BASED REGISTRATION A programme that helps your company support your registration, through workshops and feedback sessions that bring together all applicants in the company

MONITORED PROFESSIONAL DEVELOPMENT SCHEME We can accredit your organisation’s training scheme. This helps make sure the right opportunities are in place to enable a successful application

SUPPORTED REGISTRATION SCHEME

If your organisation doesn’t have an accredited Monitored Professional Development Scheme in place then this scheme provides an equivalent

LEARNING AND DEVELOPMENT

We offer training courses mapped to UK-SPEC requirements for professional registration competences, helping you meet requirements for membership

www.imeche.org/learning

If you have the qualities and experience necessary to be a Chartered Engineer then we’ll make it as easy as possible for you to register:

06_07

HOW WILL WE SUPPORT YOUR APPLICATION?

CAREER DEVELOPER An online toolkit that makes it easy to keep the necessary records of your competences as you go through the process of registration

COMPANY-BASED REGISTRATION A programme that helps your company support your registration, through workshops and feedback sessions that bring together all applicants in the company

MONITORED PROFESSIONAL DEVELOPMENT SCHEME We can accredit your organisation’s training scheme. This helps make sure the right opportunities are in place to enable a successful application

www.imeche.org/learning

If you have the qualities and experience necessary to be a Chartered Engineer then we’ll make it as easy as possible for you to register: BUSINESS DEVELOPMENT MANAGERS

Available to support you at every stage and offer individual feedback on your application. Contact bdm@imeche.org

David Askew, CEng MIMechE Manufacturing Engineer, Rolls-Royce

CAREER DEVELOPER An online toolkit that makes it easy to keep the necessary records of your competences as you go through the process of registration

SUPPORTED REGISTRATION SCHEME

BUSINESS DEVELOPMENT MANAGERS

If you have the qualities and experience necessary to be a Chartered Engineer then we’ll make it as easy as possible for you to register:

Available to support you at every stage and offer individual feedback on your application. Contact bdm@imeche.org

CAREER DEVELOPER An online toolkit that makes it easy to keep the necessary records of your competences as you go through the process of registration

COMPANY-BASED REGISTRATION A programme that helps your company support your registration, through workshops and feedback sessions that bring together all applicants in the company

MONITORED PROFESSIONAL DEVELOPMENT SCHEME We can accredit your organisation’s training scheme. This helps make sure the right opportunities are in place to enable a successful application

SUPPORTED REGISTRATION SCHEME

If your organisation doesn’t have an accredited Monitored Professional Development Scheme in place then this scheme provides an equivalent

LEARNING AND DEVELOPMENT

We offer training courses mapped to UK-SPEC requirements for professional registration competences, helping you meet requirements for membership

www.imeche.org/learning

06_07

www.imeche.org/learning

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.8

What not to do The main things to remember are that our Steel Blue is not a headline colour on white, only the primary colours can be used, the Trapezium must not be used on a red background.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

Do not use Steel Blue as a headline colour on a white background.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

Do not use any other colour, even black, as a headline colour.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

Do not use the Trapezium on a red background.

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.9

Secondary Colour Palette We only use these colours when we need to sell our products and services. Their bright tones help our materials stand out in the competitive training and events market places where we need to compete against more commercial businesses. They are always used as background colours to complement our primary Bright Red, Dark Red and Warm Grey and should never be used with our Steel Blue.

YELLOW

LIME

SKY BLUE

Use Pantone® 116 C

Use Pantone® 381 C

Use Pantone® 278 C

C 0 M 14 Y 100 K 0

C 30 M 0 Y 100 K 0

C 45 M 14 Y 0 K 0

R 254 G 203 B 0

R 201 G 221 B 3

R 142 G 186 B 229

YELLOW DARK

LIME DARK

SKY BLUE DARK

Use Pantone® 117 C

Use Pantone® 384 C

Use Pantone® 279 C

C 0 M 18 Y 100 K 15

C 18 M 0 Y 100 K 31

C 68 M 34 Y 0 K 0

R 222 G 180 B 8

R 159 G 166 B 23

R 180 G 145 B 35

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.10

These are the recommended colour combinations using the support palette across events and commercial materials. Never use the IMechE Steel Blue in conjunction with any of these support colours, and only use the Dark Red where we have illustrated it here.

MAKING GREEN MAKE MONEY USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

Bio-Science Division Seminars

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

MAKING GREEN MAKE MONEY USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

Bio-Science Division Seminars

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

MAKING GREEN MAKE MONEY USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

Bio-Science Division Seminars

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.10

What not to do The main things to remember are to never use the Steel Blue with the support palette. If you are using these colours on the website, avoid using the Lime Green as this clashes most with the Steel Blue that forms the structure of the website.

MAKING GREEN MAKE MONEY. USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

Do not allow headlines or the Trapezium to overlap the fold, they always sit in the top half.

MAKING GREEN MAKE MONEY. USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

Bio-Science Division Seminars

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

Do not use secondary colours in any other combination.

23-25 September University of Warwick www.imeche.org/events/L192

20% =13% CUT IN C02 EMISSIONS

INCREASE IN REVENUE

Do not use Steel Blue with the secondary colours.

VISUAL TOOLKIT COLOUR 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.10

These examples help to illustrate how the secondary colours combine with the primary palette across materials that have to work hard at selling our products and services within a commercial context.

DRIVING DOWN THE COST PER KILOWATT. HOW DO WE MAKE HYDROELECTRIC ENERGY A MORE AFFORDABLE SOLUTION?

MAKING GREEN MAKE MONEY. USING THE LATEST INNOVATIONS IN SUSTAINABILITY TO BENEFIT YOUR BUSINESS.

USING THE FACING UP TO LATEST CHALLENGES INNOVATIONS AND SHARING IN SUSTAINABILITY SOLUTIONS. CAN BENEFIT DELIVERING YOUR BUSINESS. RAILWAY JAMES DYSON ELECTRIFICATION.

Power Industries Division Seminars

Bio-Science Division Seminars

Power Systems Division Power Industries Division Seminars Seminars

23-25 September University of Warwick www.imeche.org/events/L192

20% =13%

Lord Adonis Labour Secretary of State for Transport

CUT IN C02 EMISSIONS

NOW IN YEAR

INCREASE IN REVENUE

NEW TECHNOLOGIES. NEW LEGISLATION. APPLYING THE LATEST DEVELOPMENTS IN BOLTED FLANGED JOINTS.

S. OGIE. NOL ION ECH T T A L W S I NE W LEG THE ENTS NE PLYING VELOPM ED E G P division D N A Pressure systems 23-25 September A T L S SeminarsAT E University of Warwick L BOLTED F www.imeche.org/events/L192 IN INTS. JO

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BUY NOW BOOK ONLINE www.imeche.org/events

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.11

Typographic style Our typographic style is bold and confident. We use the slab serif font Serifa for all our printed material. It is available in four weights. We primarily use Serifa Black for headlines, Serifa Roman or Bold for sub-headings, depending on the degree of contrast required, and Serifa Light for text. Use Serifa Bold for numbers.

For web text applications and Microsoft Office applications, we use Verdana. This is available as a standard font within Office 2003. There are no specific guidelines for type sizes for main headings however the following may be used as a guide. Colour should be used to separate levels of text rather than the use of different type sizes.

SERIFA BLACK

SERIFA BOLD

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxy 1234567890

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

SERIFA ROMAN

SERIFA LIGHT

ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz 1234567890

VERDANA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.12

Headline style

Care must be taken when typesetting Serifa Black. Set the kerning to Optical. Optical kerning adjusts the spacing between adjacent characters based on their shapes, however some of the character spacing will still need to be visually adjusted. This will involve creating ligatures in some instances on certain kerning pairs.

There are no specific guidelines for type sizes for main headings however the following may be used as a guide. Colour should be used to separate levels of text rather than the use of different type sizes.

ALL HEADLINES

SERIFA BLACK SET IN ALL CAPITALS GIVES HEADLINES STANDOUT. SERIFA BLACK SET IN ALL CAPITALS GIVES HEADLINES STANDOUT.

SERIFA BLACK SET IN ALL CAPITALS GIVES HEADLINES STANDOUT.

Leading is always set at a fixed ratio of 1:0.75. The easiest way is to set text at 100pt with a 75pt leading and the scale the text box. Text leading should always be at this consistent ratio. Split the colour in the headline to highlight the meaning. The usual colour split uses our Bright and Dark Red. The recommended colour splits are shown below. We should always lead on Bright Red. 7pt is the minimum text size that should be used. Use of punctuation should be avoided altogether and always close your headline with a full stop or a question mark. The exception here is the use of colons permitted inside the headline, especially where these are commonly used in our reports.

SERIFA BLACK SET IN ALL CAPITALS GIVES HEADLINES STANDOUT.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.13

Connecting the Trapezium to headlines There is a simple fixed dimension to make sure that the Trapezium is always a fixed distance from headlines. Follow the proportions given here.

SERIFA BLACK SET IN ALL CAPITALS GIVES HEADLINES STANDOUT. 1x

There are fixed sizes for the Trapezium for different formats that are given in the previous section. This rule governs the distance between it and the heading and any sub-line that sits beneath.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.14

Sub-headings, intro paragraphs and text There are also suggested style guidelines for other type elements used in the brand. Although there is a little more flexibility here depending on the type of communication you are making.

FOR SUB-HEADINGS AND INTRO PARAGRAPHS

Serifa Roman set in upper and lowercase. FOR TEXT

For all normal sized text setting use Serifa Roman or Light set in upper and lowercase. Leading should always be visually matched to the syle shown here. Make sure type is never too small, and that legibility is never compromised. The default point size we suggest is 9/10pt. Text is usually set in Warm Grey on printed communications and black online.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.15

Recommended text type sizes For body copy there are some recommended type sizes that will always be legible.

Recommended body copy size 9/10 Serifa Roman

For all leading if you are not following the recommended sizes, the leading relationship should be 1:1.1

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris eleifend nisi a dapibus laoreet. Morbi at velit rhoncus, fermentum dolor vitae, posuere nisl. Etiam vitae neque sit amet est molestie tempus at id ipsum. Proin tincidunt vestibulum elit, nec tincidunt metus lacinia sed. Pellentesque vitae nulla pellentesque, imperdiet erat sit amet, porta enim. Maecenas at sapien dui. In et commodo tortor, eu porta odio. Etiam rhoncus enim at mattis semper. Vivamus pharetra a diam a scelerisque.

Recommended minimum body copy size 7/7.75 Serifa Roman Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris eleifend nisi a dapibus laoreet. Morbi at velit rhoncus, fermentum dolor vitae, posuere nisl. Etiam vitae neque sit amet est molestie tempus at id ipsum. Proin tincidunt vestibulum elit, nec tincidunt metus lacinia sed. Pellentesque vitae nulla pellentesque, imperdiet erat sit amet, porta enim. Maecenas at sapien dui. In et commodo tortor, eu porta odio. Etiam rhoncus enim at mattis semper. Vivamus pharetra a diam a scelerisque.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.16

Setting pull-out quotes When setting quotes we keep their style consistent, heading them with quotation marks as shown. Follow the colour guidance given here and on preceeding pages. Quotes set in this style should be no more than 40 words long.

EVERY $1 SPENT ON BUILDING PREPAREDNESS AND RESILIENCE CAN SAVE AS MUCH AS $4 IN RELIEF, RECOVERY AND RECONSTRUCTION LATER.

Quotes can be reversed out of any of our background colours in white or any of the Institution colours.

EVERY $1 SPENT ON BUILDING PREPAREDNESS AND RESILIENCE CAN SAVE AS MUCH AS $4 IN RELIEF, RECOVERY AND RECONSTRUCTION LATER.

EVERY $1 SPENT ON BUILDING PREPAREDNESS AND RESILIENCE CAN SAVE AS MUCH AS $4 IN RELIEF, RECOVERY AND RECONSTRUCTION LATER. EVERY $1 SPENT ON BUILDING PREPAREDNESS AND RESILIENCE CAN SAVE AS MUCH AS $4 IN RELIEF, RECOVERY AND Where we need less emphasis on RECONSTRUCTION aLATER. quotation we can reduce its size.

Position it as before, one cap height high, one cap height away.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.16

What not to do When setting quotes we keep their style consistent, heading them with quotation marks as shown. Follow the colour guidance given here and on preceeding pages. Quotes set in this style should be no more than 40 words long.

IN ADDITION TO SUPPORTING SAUDIGULF AIRLINES IN THE REGION,THE CS300 AIRCRAFT WILL ALLOW FOR GROWTH INTO NEW MARKETS SUCH AS THE INDIAN SUBCONTINENT AND PARTS OF EUROPE, AS THE AIRLINE SEEKS TO EXPAND ITS NETWORK. Do not set quotes 40 words or longer in this style.

EVERY $1 SPENT ON BUILDING PREPAREDNESS AND RESILIENCE CAN SAVE AS MUCH AS $4 IN RELIEF, RECOVERY AND RECONSTRUCTION LATER. Do not align left the quote marks.

EVERY $1 SPENT ON BUILDING PREPAREDNESS AND RESILIENCE CAN SAVE AS MUCH AS $4 IN RELIEF, RECOVERY AND RECONSTRUCTION LATER.

Do not wrap quote marks around the quote paragraph, top and bottom.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.17

Setting long quotes When setting longer quotes over forty words we use the same style, leading with the quotation marks, seperated from the text by the height of a capital letter.

In addition to supporting SaudiGulf Airlines in the region, the CS300 aircraft will allow for growth into new markets such as the Indian subcontinent and parts of Europe, as the airline seeks to expand its network and give passengers the latest in cabin comfort. With its clean-sheet design, modern technologies and competitive costs, the CSeries aircraft will give us the opportunity to introduce a new, quality, premium airline and an economically sustainable business model in Saudi Arabia, serving the domestic market, the Gulf and Middle East.

VISUAL TOOLKIT TYPE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.18

Setting bullet and number styles

Our in-house style is to never use punctuation at the end of bullets, so full stops should be removed, even at the end of the last bullet point. Question marks may be used in the example of a question being asked, and other punctuation may be used within the sentence to help with the legibility. If the bullet is made up of two sentences, a full stop may be used to break the first sentence, however the second sentence has its full stop removed.

Use two levels of bullet point – classic bullet points (•) for the first and En dashes (–) for the second. The indent distance is equal between first and second levels. When setting numbers, make sure that two digits can be used without amending the tab distance, numbers should be set in Serifa Bold.

•

The Combustion Engines and Fuels Group (CEFG) Committee represent some 12,000 IMechE member with interest in Internal Combustion, IC, Engine Systems and associated technologies

•

These can range from high speed race engines, to passenger car and commercial vehicle engines and to medium and slow speed diesel engines used in rail traction, power generation and marine industries

12. These can range from high speed race engines, to passenger car and commercial vehicle engines and to medium and slow speed diesel engines used in rail traction, power generation and marine industries

− The primary interest is in engine-system design to improve performance, emissions and durability to achieve the efficiency aspirations and environmental regulations – Thus, related technologies such as new materials for combustion engines, alternative fuels, injection systems, combustion chamber optimisation, pressure charging systems, air management, engine management systems, electrification and hybrid systems, to name but a few – Both analytical methods and the practical techniques used in design and development of these components are within the scope of CEFG

The Combustion Engines and Fuels Group (CEFG) Committee represent some 12,000 IMechE member with interest in Internal Combustion, IC, Engine Systems and associated technologies

VISUAL TOOLKIT LAYOUT STYLE This is flexible and headline and sub-heads may be set ranged right or ranged left depending on the supporting image being used. Examples of both are shown throughout these guidelines.

INCREASING MEMBER AND EMPLOYER ENGAGEMENT Growth in key registrant grades over past ﬁve years

Mechanical engineering is all about taking science and using it to produce things. It’s about translating theoretical research into practical solutions and applications which are used by society. Mechanical engineers’ discoveries, creations and developments of technology laid the foundations for modern life as we know it. Today, they design, maintain, repair and operate everything we need in our daily lives now, and in the future they will deliver the solutions to sustain and protect human society’s existence.

2,000

1,500

1,000

500

2009

2010

2011

2012

New registrants all grades

1,047

983

1,384

1,660

2,078

New Chartered Engineers

2008 914

834

1,135

1,214

1,435

104

114

289

441

New Engineering Technicians

Growth of membership based outside the UK

The Institution’s focus on growth continued with development of the membership proposition, new markets and industry relationships. In support of this, the Institution simplified the application process, making it more user friendly; introduced a full online application process for CEng and IEng applicants; and launched a campaign to engage with engineering employers to demonstrate the value that professional registration brings to businesses.

20,000

15,000

10,000

5,000

0 Fellow

CEng/IEng

Associate

EngTech

7,540

34,358

17,676

993 International growth

2008

2009

2010

2011

2012

14,036

15,659

18,408

19,933

20,232

New Engineering Council registrants elected in 2012

2,078 + 98.5% 1,435 + 34% +

406

Overall number of new registrants

Overall growth in membership grades over past ﬁve years

There has been 98.5% growth in new registrants in years 2008–2012 and 25% growth from 2011 to 2012

100,000

75,000

Chartered Engineers elected: a rise of 18% from 2011 to 2012

50,000

The election of 137 female Chartered Engineers is a 34% increase on 2011 The 441 Engineering Technicians elected in 2012 represents growth of 406% since 2008 and 52% on 2011

25,000

Ninety Member volunteers trained to become new Professional Review Assessors, helping to bring a new generation of registered members into the engineering community. The Institution supported a networking event at Jaguar Land Rover and busy engineering open days at Rolls-Royce in Derby and on board HMS Ocean. Approval was given to the Monitored Professional Development Schemes or apprenticeship schemes of companies including QinetiQ, British Airways and Carl Zeiss, while a memorandum of understanding was signed with Siemens, to support the company in its drive for professional engineering excellence. A new international business development unit focused on key strategic markets around the world. The new Consulting Director based in Mumbai nurtured corporate relations in India to grow the Institution’s membership. Relationships were developed with multi-national, private and public sector companies, including Larson and Toubro, Foster Wheeler, Atkins Global, TATA Motors, Indian Railways and AEASeal. International business development activity focused on visits to the Middle East, Europe, China, and Hong Kong. As a result, the Institution is now working with seven new companies to provide frameworks to support their employees through professional registration.

2008

2009

79,409

88,397

2010

2011

Annual Review 2012

The company’s UK plant in Slough which produces world famous confectionery brands, including the MARS® Bar, is efficient, clean and designed for simplicity thanks to engineers who are continually innovating: seeking new processes, technologies and ways of working to improve the company’s rate of output, reducing waste, and minimizing environmental impact. Engineers lead every process, from processing the chocolate, nougat and caramel, to packaging the finished products.

Major infrastructure projects, such as a state of the art utilities centre, support the business in achieving best in class energy efficiency and reliability. New production lines are constructed to meet changing consumer demands, and highspeed packaging machinery is delivering new, innovative pack formats. The mechanical engineering doesn’t stop there. From the logistics of stock control to outbound distribution and transportation, it is mechanical engineers who play a major role in getting your MARS® Bar from the factory to the supermarket shelf.

Work was done to improve member communications in three UK Regions, thanks to monthly email newsletters. Regional meetings were held in Hong Kong, Australia, Paris and Sri Lanka, while the International Strategy Board was held in Singapore – the first time the committee had ever met outside the UK. 2

For more information Discover the benefits of professional registration for employers and businesses: www.imeche.org/engineeringexcellence

Member activities near you: http://nearyou.imeche.org

2012

94,013 100,571 103,548

Among the other notable successes led by committed volunteers in the global network were: the annual Hong Kong Young Member dragon boat racing; the Railway Challenge; the Devon and Cornwall Young Members cardboard boat race; the naming of a GB Railfreight locomotive in honour of the Institution’s Railway Division, and the Young Members photographic competition.

Volunteer to support the professional engineering community: www.imeche.org/ambassadors

Total membership

Thanks to the tireless work of local volunteers around the globe, the Institution reached out to many new potential members. Eighty five members from around the world attended the annual Volunteer Ambassador Conference in Manchester. Joining the international network were some 255 new volunteers including members in Nigeria, Norway, Qatar and Mauritius, and a new group in Germany. Hundreds of professional registration workshops and technical or skills development events were organised by members. Social networking, including the influential Developing Engineers blog, continued to flourish.

Once raw materials, including sugar, milk and packaging have been sourced, mechanical engineering kicks in. The inbound supply chain uses shipping, rail and road networks, plus GPS technology – all of which are designed, built and maintained by mechanical engineers.

EVENTS AND SCORING Teams can either enter a running car or compete with just a design concept, allowing them to spread the design and build process over 2 years. The information below is regarding the largest category, Class 1, but the table gives the points allocation for all categories. TESTING TIMES As Formula Student aims to develop well-rounded engineers, each team is assessed not only on their car’s performance and their understanding of the engineering behind their design, but on their overall business proposal. This is done in a series of static and dynamic events. STATIC EVENTS Design 150 points Students must be able to explain how their car’s materials, components, and systems come together and how their design meets the needs of the intended market. Business Presentation 75 points In this event, the judges play the role of the potential investors. Each team has to present a business case that sells their concept to them. Cost and Sustainability 100 points Here teams provide an accurate estimate of the cost of their car in a limited production. They should be able to show to the judges where they’ve spent the money and added value. They are also required to understand how much energy is required to produce their powertrain.

Sprint 150 points This tests the car’s manoeuvrability and handling qualities on a tight 800m course. To do well, cars have to be quick as well as nimble around the corners.

I took part in Formula Student in 2008 and 2009 as part of the Queen’s University Belfast team. In my first competition I worked in brake design, before moving on to become team leader, with responsibility for suspension design.

Endurance 300 points The biggest test of the teams is the 22km endurance race where cars have to prove their durability. There is also a mandatory stop, driver change and hot restart that really tests reliability and the team’s ability to efficiently make changes to pedal positions, seats etc.

FS was my first introduction to working in motorsport and the trackside environment and as such was very important and shaped where I am today. Until my involvement with FS, I was unsure what I should do with my mechanical engineering degree. The one thing I’ve taken from it is the importance of communication and team work. Plus, no design can be too simple.

Fuel Efficiency 100 points Efficient design is about more than how the car looks. Customers will expect their car to be as green and fuel efficient as possible. Top electric cars should achieve 125 grams of CO2 per km during the endurance trial. Event

Cost and Sustainability Skid Pad

TRANSMISSION DESIGN AT MCLAREN RACING

150

100

75 150

Endurance

300

Fuel Efficiency

100

Total

325

1000

In my year as team leader, the biggest challenge was to try and bring the team and all the resources together to find a workable solution. The time and money constraints always make it difficult especially while trying to graduate with a good degree. In my first year as brake designer the brake disc shattered during the testing and we never got the car to the track. That was a very challenging few days. There are many fond memories of FS but maybe the best one is completing my acceleration run down the old start/finish straight at Silverstone. Everyone fancies themselves as a bit of a driver and that was a brilliant experience. Also, my first run in the car during testing and feeling how stable and secure something that the team had designed and built together was. I also found out on the last day of FS that I had got the graduate position with McLaren.

Acceleration Sprint

FS gave me an insight into many areas of car design, but most importantly, exposed me to the difficulties that can arise in either manufacture or car-build. It encouraged me to design things with those issues in mind. It also allowed me to work with a wide range of people from senior lecturers to technicians and the experience gained from each of those people and the ability to seek out and communicate with them has been very useful. The competition allows practical application of the techniques and skills learned during an engineering degree. It gives a really good view of the different aspects of a career in motorsport and the trackside environment. It is hard work at the time but the rewards make it worthwhile, and there are lots of fun moments along the way.

ness tion Busi enta Pres 75

Endurance 300

Cost and Sustain abil 100

ity

S 50 kid

tio

ele

c Ac 75

BERNADETTE (BERNIE) COLLINS, 27

● Class 2

150

Business Presentation

Before being allowed out on to the track to compete in any of the dynamic events, the teams must first pass technical and safety scrutineering, as well as the tilt test and brake and noise tests. There are five dynamic events, all designed to test different aspects of the car’s performance – an important part of any team’s business case.

Acceleration 75 points This event focuses on the car’s powertrain performance and drivability and on the suspension’s ability to provide maximum tyre grip. The measure of acceleration is the total time it takes to travel down Silverstone’s pit straight from a standing start.

● Class 1

Design

DYNAMIC EVENTS

Skid Pad 50 points In motorsport straight line speed isn’t everything so the skid pad lets teams show how well their car goes round corners. Cars need to have good lateral grip to complete a figure of eight in the quickest possible time.

CASE STUDIES

D 15 esig 0 n

Total number of members in each grade by the end of 2012

Consider the mechanical engineering that enables you to enjoy a MARS® Bar. Mars products are made and delivered with the highest quality, at the least cost, with the lowest possible consumption of resources.

Sprint 150

In 2012, of all the UK professional engineering institutions, IMechE registered the most new registrants in the combined grades of Chartered Engineer, Incorporated Engineer and Engineering Technician, and the most female Chartered Engineers; it also experienced a 23% uplift in the number of applications from paying members based outside the UK.

MECHANICAL ENGINEERING: IT’S NOT WHAT YOU THINK.

y ienc 0 10

4.19

Typographic spreads

Effic

Fuel

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

FS GIVES A REALLY GOOD VIEW OF THE DIFFERENT ASPECTS OF A CAREER IN MOTORSPORT AND THE TRACKSIDE ENVIRONMENT.

I still keep in touch with my old university team and lecturers and try when I can to attend the event in Silverstone. It’s always very interesting to look at the various designs from the teams, which is something you don’t really get to do as a competitor. I’ve also recently attended team presentations in local schools to encourage younger people to consider engineering as a career. 09

VISUAL TOOLKIT LAYOUT STYLE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.19

Use bold layouts, large and small contrasting text sizes and confident blocks of colour to bring impact to communications. Layouts like this are more relevant for our 'selling' rather than thought leadership communications. There is some flexibility to all guidelines. Here we have outlined text to use as a constant header phrase to reinforce the communication idea. We have also used capital letters to highlight products in the text and help them standout – neccessary on more commercial materials.

WITH GREAT POWER COMES GREEN RESPONSIBILITY.

In a landmark collaboration, two iconic brands, Jaguar Land Rover and Williams F1 have worked together to create the Jaguar C-X75: one of the world’s highest performance and environmentally sustainable supercars. At the leading edge of automotive engineering and innovation, the supercar showcases cutting-edge design, intelligent use of new environmental technologies and elite motorsportinspired performance.

www.imeche.org

It will be one of the fastest production cars in the world, doing 0-60mph in under three seconds and a top speed of over 200mph. With this performance will come the capability for silent electric running with an extensive EV range in excess of 50km, and low emissions, with a target of less than 99g/km CO2, thanks to lightweight construction and cuttingedge powertrain technology. As Bob Joyce FIMechE, the Group Engineering Director at Jaguar Land Rover says: “The time was right to engage our collective brilliant British engineering talent on this pioneering project, overcoming technical challenges to deliver successfully the world’s most powerful electric supercar.”

Image: Jaguar C-X75 – courtesy of Jaguar Land Rover.

VISUAL TOOLKIT XXXX IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

The Trapezium Using the Trapezium Minimum size and & space space Positioning Trapezium Sizing the Trapezium What not to do Primary colours Primary colour usage Secondary colours Secondary colour usage Typographic style Headline style Trapezium and & headlines headlines Sub-headings, intros Text type sizes Pull-out quotes Long quotes Bullet points and & numbers numbers Typographic layouts Imagery intro Hero engineering and & news news Desaturating imagery Imagery to sell Cut-outs Graphic treatments Difficult shots Photographing people Illustration Photographs and & illustration illustration Cover design principles Using the strapline Signing divisions/groups Signing sub-brands

4.26 4.20

Imagery introduction Where required, we always use photographic imagery. Through the subject matters we choose and the treatment of the imagery, we should create a style which is bold, dramatic and eye-catching and which supports the opinions we are communicating. The subject matter of our imagery falls into four broad categories. The styles shown on the following pages are the ideal and assume that new photography will be commissioned. Guidelines are given within this section for making the most of any existing photography within the Institutionâ&#x20AC;&#x2122;s library of images.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

Hero engineering and news photographs To help explain and add context to the Institutionâ&#x20AC;&#x2122;s thought leadership and role promoting engineering excellence we use news based, hero engineering photographs. For these communications all shots should be desaturated to help make sure they feel important and newsworthy.

4.21 Photographs are for illustrative purposes only, and may not be used.

VISUAL TOOLKIT IMAGERY Original photo

4.1 The Trapezium 4.2 Using the Trapezium 4.3 Minimum size & space 4.4 Positioning Trapezium 4.5 Sizing the Trapezium 4.6 What not to do 4.7 Primary colours 4.8 Primary colour usage 4.9 Secondary colours 4.10 Secondary colour usage 4.11 Typographic style 4.12 Headline style 4.13 Trapezium & headlines 4.14 Sub-headings, intros 4.15 Text type sizes 4.16 Pull-out quotes 4.17 Long quotes 4.18 Bullet points & numbers VOICE OF 4.19 Typographic layouts THE PROFESSION. 4.20 Imagery intro 4.21 Hero engineering & news 4.22 Desaturating imagery Media and Political Activity 2013 4.23 Imagery to sell 4.24 Cut-outs 4.25 Graphic treatments 4.26 Difficult shots 4.27 Photographing people 4.28 Illustration 4.29 Photographs & illustration 4.30 Cover design principles 4.31 Using the strapline 4.32 Signing divisions/groups 4.33 Signing sub-brands Improving the world through engineering

Desaturating using the bleach bypass process The Bleach Bypass process allows you to carefully and subtly desaturate an image in full control, holding the detail and contrast in the shot with a greater degree of accuracy. Look at the examples shown on the right here to see what we mean. Because of this it is our preferred method of achieving a desaturated image but it does require you to have the correct filter programme on your computer. This can easily be bought from this web address: http://www.google.com/nikcollection/products/color-efex-pro/ Original photo Desaturated

PROUD TO BE AN ENGINEER.

GLOBAL FOOD WASTE NOT WANT NOT.

Patrick Kniveton FIMechE Presidential Address 2013

Desaturated Bleach bypass (recommended)

Photography style

Improving the world through engineering

4.22

Bleach bypass (recommended)

Photography style

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.22

Desaturating to black and white If a full colour image does not work well when desaturated, then it should be turned in to a black and white image. This is usually the case where the image is overall very dark and lacks contrast.

Original

Black and white

Preferred

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.23

Imagery for when we need to be more commercial Desaturated imagery adds a gravitas and seriousness to news stories and thought leadership pieces, however it can make us look a little too earnest when we're selling services to our members, ie events and training. Here we should make sure that we look connected to the working lives of our members. Full colour imagery is therefore preferred here. Images that naturally have a reduced palette are good, but don't be afraid of more colourful ones too. Each image must always help to tell a relevant story or illustrate a point. We never use imagery as decoration.

ARE SAFETY AND PERFORMANCE ARE SAFETY AND COMPROMISED PERFORMANCE BY COST-SAVING? COMPROMISED MANAGING WHEELSETS BY COST-SAVING? TO MAXIMISE MANAGING WHEELSETS BENEFITS. TO MAXIMISE BENEFITS.

Railway division Seminars Railway division Seminars

23-25 September University of Warwick 23-25 September www.imeche.org/events/L192 University of Warwick www.imeche.org/events/L192

DRIVING DOWN DRIVING THE COSTDOWN PER THE COST PER KILOWATT. KILOWATT. HOW DO WE MAKE HOW DO WE MAKE SOLAR ENERGY A SOLARAFFORDABLE ENERGY A MORE MORE AFFORDABLE SOLUTION? SOLUTION?

Power Industries Division Seminars Power Industries Division Seminars

23-25 September University of Warwick 23-25 September www.imeche.org/events/L192 University of Warwick www.imeche.org/events/L192

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

HEALTHIER WEALTHIER AND WISER ENGINEERING MAKES MODERN Cut-outsLIFE POSSIBLE.

The Trapezium Using the Trapezium These are also hero engineering shots where we want to highlight Minimum size & space engineering details or specific products. They focus on the detail, Positioning Trapezium workings and form of the product. They can be used both squared Sizing the Trapezium up or cut-out of a plain background in both full colour or black and What not to do white. Try and use shots that have been photographed simply and Primary colours Humans have always sought to improve way Every day,ahundreds of people in the UK have ashot hip graphically, and the always lead on powerful considered not just they live. Today, mechanical engineering is all about or knee replaced to treat arthritis. By using the latest Primary colour usage making peoplethe healthier, more comfortable, safer and materials and manufacturing processes, mechanical engineering detail on view. richer in their daily lives and experiences. engineers like Dr Jonathan Jeffers FIMechE are able Secondary colours to develop hip and knee replacement components We live in a world shaped by engineering. Engineers that provide better function and longevity than Secondary colour usage contribute significantly to global wealth creation. ever before. Thanks to mechanical engineers many of us enjoy Typographic style better healthcare, greater life expectancy and a good High performance ceramics are now used in the most quality of life. We can get to school or work every active patients to ensure the surfaces will never day, and travel around the world for business or Headline style wear out. Engineers at Finsbury Orthopaedics have holidays. We are better fed, better clothed and better designed less invasive, low profile implants using a pre-stressed assembly of a thin titanium shell Trapezium & headlines housed, and we live in a safer environment. surrounding a thin composite ceramic insert. In the developing world, mechanical engineers Sub-headings, intros are making a real difference in improving lives: bringing safe, reliable water sources to communities Text type sizes or designing devices to end preventable infant mortality. Satellites designed by British engineers Pull-out quotes can offer pre-warnings of potential natural disasters and, as in the case of the devastating Long quotes tsunami in Japan or the earthquake in Haiti, can be Bullet points & numbers programmed rapidly to provide critical data about the worst affected areas â&#x20AC;&#x201C; genuinely helping rescuers to save lives. Typographic layouts Imagery intro Hero engineering & news Desaturating imagery Imagery to sell Cut-outs Graphic treatments Difficult shots Photographing people Illustration Photographs & illustration Cover design principles Using the strapline Signing divisions/groups Signing sub-brands

4.24

www.imeche.org

Image: DeltaMotion courtesy of Finsbury Orthopaedics

Photographs are for illustrative purposes only, and may not be used.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

Graphic treatment of cut-outs There are ways that we can bring further creative interpretation to how we use cut-out shots across the brand in communications. On the left we show how cut-out objects can be placed on top of one of our colours â&#x20AC;&#x201C; either from our primary or secondary palette. We can also use a multiplied colour placed over the photograph to very good effect. This is a useful technique to help create consistency where multiple shots from different partners have to sit well together in a single communication. This works best with shots that have a high degree of contrast like the Range Rover Evoque here. This is also a useful technique if the shots supplied by a partner are not of a high enough quality to take the lead on their own.

4.25 Photographs are for illustrative purposes only, and may not be used.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

Making the most of difficult shots When we are working on communications where we have no budget to shoot pictures or pay expensive photo-library fees we may be forced to use shots from our own library or kindly supplied by partners where we have limited control. If this is the case then we can sometimes treat them in this way to help make them more impactful, dynamic and distinctive for the Institution. The technique is the same as for the cut-outs previously. A multiplied brand colour is placed over the shot. Just ensure the image you use is turned to black and white first, and has enough contrast and structure in it to be still identifiable.

IS NUCLEAR THE ANSWER TO THE UKâ&#x20AC;&#x2122;S POWER CONUNDRUM? SUPPORTING EXISTING FACILITIES THROUGH BETTER MANAGEMENT.

Power Industries division Conference

23-25 September University of Warwick www.imeche.org/events/L192

WHATâ&#x20AC;&#x2122;S NEXT FOR HIP JOINT ARTHROPLASTY? CALL FOR PAPERS

Medical division Conference

To be submitted by September 2012

4.26 Photographs are for illustrative purposes only, and may not be used.

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4.27

Photographing people When we photograph people there are three different ways that this should be done.

1. Cut-out hero portraits These should be shot against a white background, and are designed to focus attention on the person, rather than allowing audiences to be distracted by the activity, job or surroundings they are in. These types of photograph should always be shot in black and white.

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4.27

2. Engineers at work When we need to show engineers at work, keep the shots as natural and 'newsy' as possible. These can be either black and white or full colour shots, a less saturated colour palette can also work here. Try and compose the shot so that subject is the hero and they are framed in an interesting way, and make sure all portraits tell a clear and interesting story.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.27

3. Event speakers When you are taking or requesting photographs of speakers, make them all black and white so they sit together successfully. All backgrounds should be plain and uncluttered, and try to avoid shots where people are artificially smiling. Unfortunately saying cheese, usually creates a cheesy image. Crop portraits as tight as you can, there is nothing wrong with losing the top of a head in a portrait, it creates energy and dynamism. Positioning them off centre in the frame will also create a more dynamic, engaging and interesting picture.

USING THE LATEST INNOVATIONS IN SUSTAINABILITY CAN BENEFIT YOUR BUSINESS. JAMES DYSON

Power Systems Division Seminars

23-25 September University of Warwick www.imeche.org/events/L192

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.27

Making the best out of an average image At times, you may be required to make the best out of a bad image supplied to you. Here are a few principles and tips to follow that will help you use the image more successfully. Original

Example 1 1. Convert to image to black and white 2. Adjust curves to brighten image 3. Increase contrast 4. Crop image and off centre person in the frame â&#x20AC;&#x201C; creates a more dynamic and interesting picture, whilst hidding unnecessary clutter in the background

Example 2 1. Convert to image to black and White 2. Adjust curves to brighten image 3. Increase contrast 4. Blur background to create a perception of depth of field and help focus attention on the person

Example 3 When possible, it is always best to remove a cluttered background to help focus on the person

Original

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4.27

Avoiding the clichĂŠs These obvious stock library images and clipart ways of telling stories are not part of the brand. These over used types of image are boring and add nothing â&#x20AC;&#x201C; instead they would portray us as an organisation devoid of ideas and freshenss. Avoid at all costs.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.28

Illustration We donâ&#x20AC;&#x2122;t always have to use photography. Sometimes we can use simple bold graphic illustration to help us communicate the product or service benefits. These illustrations must never try and draw representational pictures, instead they should allude to dynamism and growth, or a sense of journey, development and change. They must always be constructed out of only the primary or support palette, never mixing from both. Subtle highlights and shadows can also help add a layer of sophistication to the final illustration.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.28

These further examples demonstrate a range of illustrations that were developed to help the Learning and Development team differentiate themselves from the training industry cliché of using either stock library imagery of the young and beautiful in a modern corporate office environment, or the visual metaphors such as chess pieces, formation flying, seedlings sprouting etc. The solution was to develop these abstract images that evoked growth and dynamism in a fresh, distinctive and bold way. This communicated that we were a different, dynamic and interesting partner to help businesses with their training requirements.

ough

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IMPROVING THE WORLD THROUGH ENGINEERING STARTS WITH ENSURING ENGINEERS ARE THE BEST THEY CAN BE.

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engin

Improv

OST L THE CMESSFUD SUC PLE ANS PEO INESSE P BUSVER STO. NE RNING LEA

The Institution of Mechanical Engineers is the fastest growing professional engineering institution in the UK. We are connected to the country’s most important and dynamic industries with our members working in energy, environment, transport, medicine, aerospace and beyond. With a vision to improve the world through engineering we play a unique role at the heart of British industry. We do this in three ways: Setting the agenda Developing professional engineers Inspiring the next generation Our work is not restricted to the UK, however. We join forces with companies all over the world to ensure their technical workforce is trained to the highest standard. For this reason we believe learning and development is the pivotal component in achieving our vision. By equipping engineers with the right skills, knowledge and experience to help them develop, we will contribute to strengthening the world’s leading companies. To ultimately improve the world through engineering.

rtise

We work with leading companies, universities and think-tanks to create and share knowledge about all aspects of engineering. We provide government, business and the public with fresh thinking and authoritative, impartial information. We’re a catalyst for change, not afraid to challenge convention, and a champion for the needs of engineers. This provides us with a unique perspective on the issues facing your business, and the understanding and ability to devise the training programme your organisation needs to grow. We can deliver a common training experience across regions, or tailor a programme to the particular needs of an individual market. We can train graduate engineers through to senior leaders. Either way, we expect to work closely with you to create a customised programme that is aligned to your specific commercial objectives. Put simply, we offer the widest range of training programmes designed for engineers and businesses with technical people around the world.

OUR LEARNING AND DEVELOPMENT EXPERTISE, IN SUMMARY: 1.

Long-term learning & development consultancy

Multiple-country roll out, local language capability

Tailor-made or off-the-shelf options

Complete programme management of all logistics

Central London training centre

Online diagnostic tools & e-learning capability

Expert in working with engineers & technical professionals

Offer both leadership and management as well as technical training

01_02 pe and ex rience r expe ing ou lopment Introduc d Deve ing an in Learn

The Institution of Mechanical Engineers is strikingly different from other organisations that offer learning and development.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.29

Photographs and illustration To help bring to life a creative concept that is relevant to the communication - particularly when we are trying to sell a product or service - we can combine a cut-out photograph and graphic illustration/pattern in a dramatic way. Always use multiplied colours from the core palette when doing this, and ensure that the additonal graphics add further meaning to the image. Here on the example on the right we are helping describe the dynamic forward movement of the car and Jaguar Land Rover the business, the example on the left alludes to the points and tracks of a rail network and reinforces the speed and dynamism of the shot. Both examples add personality, dynamism and interest to what would otherwise be simple and fairly basic images. This style of imagery must only be attempted if you are able to commission the illustration out to a professional illustrator or you are confident you can match the quality of the examples demonstrated here.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.29

A further example that demonstrates how impactful and distinctive a treatment like this can be. Here we describe the rotation of the turbine blades within a Rolls-Royce gas turbine engine with a simple, dynamic graphic pattern.

VISUAL TOOLKIT IMAGERY 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.30

Cover design principles Our headline typographic style is very bold and therefore will be legible when overlaid on to most images. However, when using full bleed imagery care should be taken not to place type on complex and varied backgrounds which may interfere with legibility. Whatever the cover design, the typographic layout principles are consistent.

SPORTS ENGINEERING: AN UNFAIR ADVANTAGE?

INSPIRING THE NEXT GENERATION OF ENGINEERING EXCELLENCE.

Academic Liaison Officer Information Pack

DRIVING DOWN THE COST PER KILOWATT. HOW DO WE MAKE HYDROELECTRIC ENERGY A MORE AFFORDABLE SOLUTION?

MAKI MAKE USING INNOV SUSTA TO BE BUSIN

Power Industries Division Seminars

Bio-Science Divi Seminars

NOW IN YEAR

Improving the world through engineering

23-25 September University of Warwick www.imeche.org/events/L192

VISUAL TOOLKIT STRAPLINE 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

We use our brand idea ‘Improving the world through engineering’ as a strapline. This usually appears at the bottom of stationery, literature and advertising but occasionally may be used directly under the Trapezium (such as on stationery and as part of our email sign-off). It is set in upper and lowercase and where possible, it should appear in Bright Red. Alternatively it may appear white out of an image.

TIDAL ENERGY IS MORE THAN A SEA CHANGE.

Improving the world through engineering

A4 Cover - 297 x 210

When used at the bottom of A4 stationery items, leaflets and brochures etc, the strapline is set in Serifa Black upper and lowercase. It should be positioned as shown. For other formats the size and positioning should be scaled in proportion to this specification. When used directly below the Trapezium, such as on our email sign-off, the strapline should be positioned as shown.

Improving the world through engineering 1½ X

16mm

4.31

Using the strapline

1 Strapline Red (Pantone 485 C) Serifa Black 12pt

VISUAL TOOLKIT DIVISIONS/GROUPS Where a piece of literature has been produced by a division, subAutomobile Division 4 division or region, then this must appear as a descriptor above the main heading. The descriptor should be set in sentence case,1 in Warm Grey or reversed white out of an image.

8mm

A PROBLEM SOLVED IS A PROBLEM SHARED.

Division names set in Serifa Bold, sentence case, 12/12pt set solid. If a group name also needs to appear this should be set underneath the division name in Serifa Roman upper and lowercase. Prints Dark Red.

SUBGROUPS (AREAS, COMMITTEES, PANELS) If just group name needs to appear this should be set in Serifa Roman, sentence case, 12/12pt set solid. Prints Dark Red. 16mm

Combustion, Engines & Fuels Group

A PROBLEM SOLVED IS A PROBLEM SHARED.

DIVISIONS, GROUPS, REGIONS AND BRANCHES

Process Industries Division Power Industries Division Energy, Environment & Sustainability Group

A PROBLEM SOLVED IS A PROBLEM SHARED.

Improving the world through engineering

1 Headline Serifa Black Red (Pantone 485 C) and Dark red (Pantone 188 C) 90/65pt

Automobile Division

Combustion, Engines & Fuels Group

A PROBLEM SOLVED IS A PROBLEM SHARED.

Improving the world through engineering

Logo Red (Pantone 485 C) Height 16mm

Strapline Red (Pantone 485 C) Serifa Black 12pt

Division Improving the world through engineering Red (Pantone 485 C) Serifa Bold 12pt

4mm

Improving the world through engineering

8mm 8mm

4.32

Identifying divisions and groups 8mm 8mm 4mm

16mm

8mm

4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

VISUAL TOOLKIT SUB-BrandS 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

The Trapezium Using the Trapezium Minimum size and & space space Positioning Trapezium Sizing the Trapezium What noty not totodo do Primary colours Primary colour usage Secondary colours Secondary colour usage Typographic style Headline style Trapezium and & headlines headlines Sub-headings, intros Text type sizes Pull-out quotes Long quotes Bullet points and & numbers numbers Typographic layouts Imagery intro Hero engineering and & news news Desaturating imagery Imagery to sell Cut-outs Graphic treatments Difficult shots Photographing people Illustration Photographs and & illustration illustration Cover design principles Using the strapline Signing divisions/groups Signing sub-brands

4.33

Identifying Sub-brands Formula Student and the Support Network Awards are identified by their own mark. These are as shown below. Both have the Trapezium as part of the mark.

These marks will either appear: â&#x20AC;&#x201D; In clear space on our website â&#x20AC;&#x201D; Directly under messages and brochure titles and linked to the typography

These marks have been specially developed for the Institution. For this reason, it is important to use only the master artwork supplied. Never redraw or distort the artwork in any way. Refer to the artwork library in section 10 for ready-to-use artworks.

SUPPORT NETWORK

VISION AWARDS

SUPPORT NETWORK

VISIONARIES CAN CHANGE THE WORLD.

Improving the world through engineering

FORMULA STUDENT

PUTTING BRIGHT YOUNG ENGINEERS ON THE START LINE.

Improving the world through engineering

VISUAL PRINT TOOLKIT APPLICATIONS XXXX 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.47 5.0

Making our mark Our print applications are more than about how we look. We must take the opportunity to be bold and voice our opinions. By combining all elements within our toolkit we are able to bring our brand to life in a consistent and compelling way.

PRINT APPLICATIONS LETTERHEAD Our letterhead follows a simple structure with the mark used in the top left corner and our strapline in the bottom left. This structure should be used as a basis for other A4 stationery items.

Letterheads should be printed on Conqueror Wove Brilliant white 90gsm paper stock. The Trapezium is 45 mm wide.

The part of the Institution sending the letter should be identified in the sign-off at the end of letter and not appear as part of the address information. 28mm 15mm

28mm

8mm

1 Birdcage Walk Westminster London SW1H 9JJ T +44 (0)20 7222 7899 F +44 (0)20 7222 4557

40mm

Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

55mm

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

Trapezium Red (Pantone 485 C)

Address Details Serifa Light 8pt/9pt Black

Emphasis Verdana Bold 11pt Black

Body text Verdana 11pt/12pt Black

Fold Line 3mm long 0.2pt

Charity number Serifa Light 7pt/8pt Regular Black

Strapline Serifa Black 9.5pt Bright Red (Pantone 188 C)

enquiries@imeche.org www.imeche.org

3 Private and Confidential

44mm

A N Other Building Street Town Code Country 1st March 2008

5 4

Our Reference: AB/CD/000000

Your Reference: ABCD/000

Dear Sir/Madam Subject of letter In this example, text is aligned left, in upper and lower case. The body text is set in 11pt Verdana Regular, with 12pt leading. The letterhead has been designed so that it can be used with a DL window envelope. The address should ideally be no longer than six lines. In this example, emphasis is achieved by emboldening. Different methods of emphasis should not be used within the same letter. Capital letters are only used within references, for the beginning of sentences and for proper nouns. Punctuation is used as shown. Finally in this example, one full line space separates paragraphs. One full line space is allowed between the salutation and the subject heading and the start of the text. Four full line spaces are allowed for the signature. Yours faithfully

Anthony Other Competition Director Public Challenge Award

5.1 8mm

6 Improving the world through engineering

Registered charity number 206882

PRINT APPLICATIONS BUSINESS CARD Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

Our business cards are double-sided with the strapline appearing on the back, white out of red. They are laid out in two columns with name and title of the left and address information on the right. Parts of the Institution may be identified in the job title only and must not appear as part of the address information

4mm

23mm

2 Anthony Other Director Marketing & Communications

3 1 Birdcage Walk London SW1H 9JJ www.imeche.org T 020 1234 5678 F 020 1234 6789 E a_other@imeche.org

4mm 4mm

28mm

Improving the world through engineering

4mm

5.2

Business cards should be printed on Conqueror Wove Brilliant white 350gsm paper stock.

Trapezium Bright Red (Pantone 485 C)

Name Serifa Bold 7pt/8pt Black

Address Details Serifa Roman 7pt/8pt Black

Back colour Bright Red (Pantone 485 C)

Strapline Serifa Black Centered 9pt White

4mm

If the address information requires additional lines the information may be set higher on the card than the 23mm specified. The name must then also move up and align with the first line of the address.

40mm

12mm

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

4mm

PRINT APPLICATIONS COVERS 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

5.3

These may be produced as standard A4 saddle stitched documents or as larger A1 or A2 format broadsheets. They may be typographic or use an image. The main title should take the form of an opinion about the subject of the lecture. The actual title of the lecture and the speaker should appear as part of the sub-heading information.

As our typographic style is strong and recognisable it allows some variety on the cover layout. There are no specific rules regarding the positioning of the main heading, apart from observing the grid and margins shown. However, all information should be grouped together in one area as shown. A top left positioning feels the most natural, however information may be ranged on the right hand side or towards the bottom for variety.

If the lecture is coming from a division or a specific group then this should appear above the main heading as described.

The Trapezium must always be positioned below the main heading as shown. Our strapline must appear on lecture series leaflets and report covers.

VOICE OF THE PROFESSION.

PROUD TO BE AN ENGINEER.

Media and Political Activity 2013

Patrick Kniveton FIMechE Presidential Address 2013

Improving the world through engineering

GLOBAL FOOD WASTE NOT WANT NOT.

Improving the world through engineering

PRINT APPLICATIONS COVER GRID A basic eight column grid has been created for front covers. For larger or smaller formats the basic proportions should be scaled accordingly.

4mm

8mm

TIDAL ENERGY IS MORE THAN A SEA CHANGE. 1

16mm

Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

8mm

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

Improving the world through engineering

16mm

5.4

1 Headline Red (Pantone 485 C) and Dark red (Pantone 188 C) Serifa Black 90/65pt

Trapezium Red (Pantone 485 C) Height 16mm

Strapline Red (Pantone 485 C) Serifa Black 12pt

PRINT APPLICATIONS COVER GRID Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

The same grid structure applies to back covers. The back cover should feature address information and contact details, always laid out to match the style here. Never add the Trapezium to the back page as part of the address block.

4mm

8mm

8mm 8mm

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

1 Birdcage Walk Westminster London SW1H 9JJ

Name Serifa Black White 10/11pt

Address Serifa Roman White 10/11pt

Colour Red (Pantone 485 C)

T 020 7304 6980 F 020 7222 8553 www.imeche.org

16mm

5.5

Institution of Mechanical Engineers

PRINT APPLICATIONS LAYOUTS Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

A basic seven column grid has been designed for inside spreads. The amount of information appearing on a page very much depends on the number of pages within the leaflet. Headings on text pages should also take the form of an opinion. Layout is flexible but try to allow as much clear space as possible to put emphasis on the heading and to create impact through imagery where used. Single strong images which occupy the whole spread are preferred to multiple images.

8mm

16mm

4mm

INJECTION SYSTEMS FOR IC ENGINES 1

4mm

8mm 8mm

5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

CALL FOR PAPERS Norfolk & Waveney Area Hethel Engineering Centre Norwich, Norfolk 25 September 2009 www.imeche.org/events/s1349

4 ABOUT THE CONFERENCE

OFFER OF PAPERS

CONFERENCE ENQUIRIES

ORGANISING COMMITTEE

Consectetuer adipiscing elit. Etiam scelerisque interdum felis. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Mauris commodo ma gna at elit. Aliquam id dolor ut lacus blandit dapibus. Sed nibh ligula, tincidunt ac, bibendum vel, interdum a, magna. Proin vel ligula eu mi ultrices gravida. Nam varius vulputate lorem. Vestibulum condimentum porta augue. Suspendisse dui. Praesent pulvinar. Praesent ut tellus eget mauris volutpat ullamcorper. Aenean nulla. Maecenas volutpat dapibus quam. Vivamus non urna ut nunc hendrerit placerat. Ut eget libero ut ante lacinia ullamcorper. Duis massa. Fusce vel dolor. Cras mauris arcu, mattis nec, aliquet id, vulputate in, ante. Donec facilisis placerat lacus. Vivamus laoreet ante nec diam.

Dolor sem, elementum vitae, fringilla congue, convallis et, elit. Fusce ante sagittis eleifend. Suspendisse accumsan. Metus a neque. Quisque ligula odio, facilisis vel, iaculis a, suscipit eu, sem. Ut consequat orci. Donec gravida mi ac dolor. Quisque tempus. Duis vestibulum libero quis ligula.

Stephanie Love/ Gilda Ereira Institution of Mechanical Engineers 1 Birdcage Walk London SW1H 9JJ, UK

Dr Roy Horrocks Dr Denis Gill Mr Mike Kenhard Dr Ralph Schernewski Mr Philip R Hore Dr Rainer W Jorach

Cras nec mauris ac nulla facilisis dignissim. Vivamus scelerisque. Nam turpis. Mauris velit. Fusce libero lectus, placerat ac, consequat ac, adipiscing vitae, nisi. In accumsan. Fusce neque. Quisque orci nunc, tempor ut, ornare sit amet, pulvinar eget, ipsum. Duis tortor augue.

Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Ut volutpat tempus tellus. Praesent iaculis ipsum at dolor. Nunc rhoncus, enim et congue porta, nibh enim adipiscing risus, vitae pellentesque ligula velit eget ligula. In tellus lectus, tincidunt aliquet, molestie eget, fermentum eu, risus. Nunc pretium quam vel leo. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos.

Tel: +44(0) 20 7973 1312 Fax: +44(0) 20 7222 9881 Email: s_love@imeche.org

Event date Serifa Roman Bright Red (Pantone 485 C) 14/12pt

Body text Serifa Roman Black 9/10pt

Event information headers Serifa Black Caps Bright Red (Pantone 485 C) and Dark Red (Pantone 188 C) 16/13pt

Comittee members Serifa Roman Bright Red (Pantone 485 C) 9/10pt

Division Serifa Roman Bright Red (Pantone 485 C) and Dark Red (Pantone 188 C) 8/10pt

Ford Motor Company City University London VDO Automotive AG Robert Bosch GmbH Ricardo UK ltd Delphi Diesel Systems Limited

EXHIBITION & SPONSORSHIP: PROMOTIONAL OPPORTUNITIES Elementum vitae, fringilla congue, convallis et, elit. Fusce ante sagittis eleifend. Suspendisse accumsan. Metus a neque. Quisque ligula odio, facilisis vel, iaculis a, suscipit eu, sem ut consequat orci. Donec gravida mi ac dolor. Quisque tempus. Duis vestibulum libero quis ligula elementum vitae, fringilla congue convallis. .

8mm

5.6

Sed fermentum suscipit elit. Pellentesque semper diam vitae magna. Vivamus id enim nec velit vestibulum euismod. Ut neque lectus, lobortis sit amet, tempor vitae, facilisis eu, risus. Proin eget erat sed.

1 Event description Serifa Black Caps Bright Red (Pantone 485 C) and Dark Red (Pantone 188 C) 28/20pt

PRINT APPLICATIONS LAYOUTS 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

Letterhead Business cards Leaflet covers Leaflet cover grid Leaflet back covers Leaflet back cover grid Leaflet text spreads Leaflet inserts Broadsheets Brochure covers Brochure text spreads Posters

Further examples of leaflet text spreads.

LOOKING AHEAD

THE WAY FORWARD THE ITS SUPPLY CHAIN

With the emergence of technologies such as the internet and GPS, information and data can now travel much faster than people and goods. The ability to transfer data at such fast speeds allows for countless improvements to be made to our transport systems.

DATA COLLECTION Real-time traffic data is collected using various technologies

DATA AGGREGATION AND TRANSLATION Private and public entities aggregate and translate the data into information

Aerial surveillance helicopters

TRANSPORT SELECTION

ITS present huge opportunities for a variety of companies in the supply chain. From infrastructure companies like WS Atkins and Mott MacDonald; to digital suppliers like O2-Telephonica, BT and Virgin; and equipment suppliers IBM, Siemens, ARM, TomTom and Garmin. There are also opportunities for content suppliers such as the Highways Agency and Google; to vehicle manufacturers such as Ford, JLR, Nissan, Airbus Bombardier and Alstrom; and nascent technology providers including SMEs, universities and research and technology organisations.

DATA DISSEMINATION Information is disseminated to the public through various technologies

Radio/highway advisory radio

With the current public spending constraints, transport investments need to deliver ‘more for less’ by moving people and goods more intelligently. [20] The attraction of ITS is that we can use existing transport assets more efficiently by putting intelligence into what we already have. The realisation of Intelligent Mobility could have a significant market impact in the UK (and indeed the rest of the world) that would lead to wealth creation and a reduction in congestion which directly means a lowering in emissions as well as fewer accidents.

Telephone, television, internet

Dynamic message signs

Devices used in vehicles (eg smart phones, navigation devies) Fixed sensors

Vehicle assist systems

CAN THE WORLD’S FOOD PRODUCERS EVER KETCHUP?

The Institution of Mechanical Engineers believes there needs to be significant changes in urban mobility, which can be achieved by the Department for Transport developing intelligent infrastructure within the UK. Having such infrastructure in place will generate interchange between the different types of transport and yield significant benefits to the economy and wider society. The Department for Transport needs to provide comprehensive actions that bring together land-use planning, road use and parking, transport pricing, infrastructure development and public transport policy. Achieving an integrated and sustainable urban transport system has an impact on many stakeholders with a variety of interests. [19] The Institution of Mechanical Engineers believes that the Department for Transport should work on developing intelligent transport infrastructure which will generate immediate interchange and information between types of transport and yield significant economic and societal benefits. System integration will lead to enormous benefits across different organisations as they exchange data (eg Police, Councils, Highways Agency) more efficiently, enabling transport authorities to work together to improve traffic flow. This intelligent infrastructure would provide an accurate picture of network conditions, combining information from different sources to identify incidents, responses to be quick and effective. Transport strategies that are being developed to deal with bottleneck congestion would use this intelligent infrastructure to provide a feed of information to operators and the general public. This intelligent network would consist of nodes and links relying primarily on the efficient use of existing infrastructure via smart mobility solutions. These would be needed to bridge missing links, facilitate integrated transport and create links to neighbouring countries.[5]

British Sugar literally leaves no stone unturned when it comes to using waste as a resource. Its award-winning horticulture business, Cornerways, produces 80 million eco-friendly tomatoes each year: the UK’s largest salad tomato crop.

Intelligent Mobility is about providing users with more accurate information to help them make the right choice on how they use transport and the type of transport they use. This information can be provided implicitly or explicitly by using systems such as social networks or instant messaging. Currently 82 million people in Europe use instant messaging, a 29% increase over the last four years. Social networking sites such as Facebook have over 800 million users.[21]

Located close to the Wissington sugar factory in Norfolk, it features the UK’s largest single tomato glasshouse which uses recovered heat from the factory to maintain optimum temperatures, eliminating the need to burn additional fossil fuel.

Consumers need to begin to think about their mobility rather than thinking of choices between cars, buses and trains as competing systems. Public transport systems, private cars, freight vehicles, commercial fleet operators, infrastructure providers and government must all be involved in delivering the improved levels of mobility if we want to avoid congestion and the slow down of our economy.[2]

The heat to maintain the year-round growing temperature of 20ºC comes from Wissington’s combined heat and power (CHP) system. It generates over 70MW of electricity, powering the factory and around 100,000 nearby homes, and pipes hot water – low grade heat – into the greenhouse rather than sending it to cooling towers.

Problems that are often displayed with adoption are the short-term user benefits (eg driver convenience) and are quite different from the long-term user benefits (eg congestion or pollution management at a national scale). Business drivers are also different for the vehicle Original Equipment Manufacturers (OEMs) and infrastructure providers and there is currently no authoritative forum in which these independent business interests are brought together. There is also a difference between the product developments and life cycles between the sectors (electronics/communications 6–12 months; automotive industry 3–5 years; infrastructure provision 5–30 years).[2] Bringing together these opposing business interests could be a role that could be adopted by the Transport Systems and Integration Catapult.

Waste CO2 from the CHP boiler is pumped into the greenhouse and absorbed by the tomatoes during photosynthesis. Water used primarily to wash incoming sugar beet carries vital nutrients from Norfolk’s soils and is re-used to irrigate the tomato plants.

ITS add value by improving safety, saving energy, improving reliability, as well as driving down the cost of travel. Introducing ITS to infrastructure and vehicles enables them to sense, analyse, anticipate, respond, communicate, co-operate, adapt and interface with their operator or user. Mobility would be improved through the introduction of intelligent timetabling providing live departure and arrival times, routing tools to help with travel planning, and smart ticketing that could be used across all types of transport.

Video surveillance cameras

5.7 5.7.1

Where should intelligence lie within our transport systems?

www.imeche.org/transport

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In order to inform on future lecture series events, inserts can be produced which give key dates as well as background details on the people hosting the event.

23.01.09 Birdcage Walk Theatre 20.30 - 21.30 Eric Scott

23.01.09 Birdcage Walk Theatre 20.30 - 21.30 Zia Patel

23.01.09 Birdcage Walk Theatre

20.30 - 21.30 Who better to Angus Hyland decide on our role than our own people? Have your say.

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Fresh thinking Impartiality Forward-looking Hopeful Sustainable Rich resource Agenda-setting Like-minded people Passionate Support Independent Energetic Campaigning Inspiring Transformational Visionary Progressive Topical On the pulse Relevant Contemporary Vibrant Revolutionary Insightful Expert precise Knowledgeable Community-minded Experienced Optimistic Pioneering Alive This is who we are. This is what we do.

5.8

Improving the world through engineering

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Think in intersting ways about formats. Here, what could have been a traditional brochure has been turned into a more interesting broadhseet that allows us to bring some scale and impact to the content.

KE E P WE’LRL CAREER YOUTRACK ON 014. IN 2 today bership ort. your mem Renew y continued supp and enjo che.org/renew www.ime

S BROWN E FRANCE MIM ECH CENG

WE’LL KEEP YOUR CAREER ON TRACK IN 2014.

HOW WE ARE ing engineer HELPING YOU IN 2014. through world ng the

A RANGE OF RESOURCES TO MAINTAIN YOUR DEVELOPMENT.

In these challenging economic times, we want to make sure that you have access to the best possible support and advice to keep your career on track: • Proving your engineering credentials with the post-nominal ‘MIMechE’, demonstrating professionalism, commitment and expertise to employers, colleagues and clients

Renew your membership today and enjoy continued support. www.imeche.org/renew

• Maintaining your Continuing Professional Development (CPD) with our free suite of online tools that makes it easy to plan, track, and review your experience and professional activity • Keeping you up-to-date with latest developments with PE magazine and our information services • Developing your skills and knowledge with IMechE events and training courses discounted by up to 20%

SUPPORTING THE INSTITUTION’S WORK If you would like to play a part in supporting the Institution’s work, we would love to hear from you. With your help we can achieve a great deal: Volunteer as an Assessor or Interviewer Many of our members are involved in assessing and interviewing potential new members. If you would like to be involved in this process simply download and return an application form from www.imeche.org/volunteering Inspiring the next generation – volunteer as an Ambassador To become an Ambassador please visit www.imeche.org/ambassadors Renew your membership now at www.imeche.org/renew

At the Institution we aim to keep you upto-date with the latest industry news and developments, as well as provide you with the resources you need to continue your professional development including: Your monthly PE Magazine PE magazine is the established voice of the engineering profession, and is published monthly, to ensure greater coverage of the issues in engineering that matter. Members can now also access the latest daily news and engineering updates from PE on the Institution’s website. Visit www.imeche.org/news for more information. Keep your profile up-to-date Log into www.imeche.org/myprofile and update your profile to ensure you receive information from us that is relevant to you and reflects your current interests and career profile.

Maintain your career development with our online tools Our online Career Developer tool, exclusive to members of the Institution, will record all your CPD activity and help you maintain a downloadable record of your competence. You can also use it to set goals and request future planning, assistance and feedback from experienced engineers in your sector. FRANCES BROWN CENG MIMECHE

For more information, visit www.imeche.org/careerdeveloper

Improving the world through engineering

Visit www.imeche.org/publications for further information. A first-class library service The Institution maintains one of the world’s finest mechanical engineering libraries with a free enquiry service, postal loans and article supply. For more on our library service visit www.imeche.org/library Virtual Library Members also have free access to £100,000 worth of online engineering resources straight to their desktop including: • 600 key engineering handbooks – fully searchable

Conferences and Events Our technical conferences, seminars and events are a great way to learn about the latest industry developments, to meet other professional engineers and share knowledge with your peers. Members benefit from an average 20% discount for conferences and events – so attending just one could mean your membership pays for itself.

MEMNONRETUK

WAYS TO PAY

The IMechE Near You In addition to our programme of technical events and seminars we also provide a range of events and activities, organised by the members in your region. For further information about what is happening in your area, please visit www.imeche.org/nearyou

At the Institution, we strongly believe that engineers are vital for society to progress. From working with schools and educational establishments, to providing you with the tools you need to become a professionally registered engineer, we strive to continuously support and develop our members and the next generation of engineers to be equipped with the skills needed to tackle the engineering challenges of tomorrow. The Institution is also committed to promoting the achievements of the industry and our members so you as an engineer and a member of the Institution can be proud to be an engineer.

• 300 management titles – all you need for your continuing professional development

For more on our Virtual Library visit www.imeche.org/virtuallibrary

WITHOUT DOUBT, THE ACCOLADE OF PROFESSIONAL ENGINEER, WHETHER IT IS ENGTECH, IENG OR CENG, IS RESPECTED WIDELY THROUGHOUT THE WORLD AS AN ESSENTIAL ‘KITEMARK’ SYMBOLISING AN ENGINEER’S VALUE AND SUITABILITY FOR EMPLOYMENT.

WHAT WE’RE DOING ON YOUR BEHALF. The Institution continued to provide engineering leadership on a wide range of topics and issues, focusing on:

Pay by Direct Debit Split the payment of your subscription fee into manageable monthly payments.

Developing the next generation of engineers

Pay with a credit or debit card Pay online at www.imeche.org/renew or call our subscriptions team on +44 (0)1952 214 050.

• Formula Student, the Institution’s flagship student engineering competition celebrated its first electric vehicle winner in 2013. Around 3,000 students in 134 teams from 34 countries competed on the world-famous Silverstone circuit in cars they designed and built themselves

Pay by cheque or banker’s draft We also accept payment by cheque and banker’s draft. Please see the reverse of the accompanying letter for details.

• Through our sponsorship of Bloodhound SSC, our Ambassadors can engage with students in over 5,000 schools signed up to the education programme, encouraging them to pursue science, engineering, technology or maths careers

Sign up to pay your subscription with our direct debit option by 1 January 2014 and receive a free lapel badge. Simply complete and return the direct debit instruction on the reverse of your subscriptions notice.

Raising the profile of engineering

We look forward to supporting you in the coming year.

• For national broadcasters, including the BBC, the Institution was the expert of choice to provide opinion on topics such as the future of manufacturing in the UK

Providing thought leadership • The launch of the ‘Global Food: Waste Not, Want Not’ report in January 2013 proved to be the most successful media launch for any project in the Institution’s history – with widespread coverage by all the major UK broadcasters, front pages of two national newspapers and international coverage as far afield as Australia and India. In the last 12 months the Institution has also been able to provide expert comment for organisations like the BBC, Sky News, and the Guardian on a number of major news stories – including the train accident in Santiago de Compostela in Spain and proposals for new fracking projects in the UK

THIS EVENT ALLOWED ME TO MEET A RANGE OF OTHER PROFESSIONALS RELEVANT TO MY DISCIPLINE AND I MADE SOME NEW RELATIONSHIPS WORTH DEVELOPING FURTHER. ALISTAIR WILES ATKINS

“British engineering and innovation are a part of our history that we are rightly very proud of and our engineering excellence continues to change the world that we live in for the better. Bloodhound is a fantastic example of what our engineers can achieve.” David Cameron Prime Minister

SUPPORTING YOU BEYOND THE WORLD OF ENGINEERING. We recognise that the needs of our members are different and not always related to career development. Therefore we are constantly looking at ways to provide something extra. Working with carefully selected partners we have developed a range of services to support members’ business and personal needs, for example: • Insurance designed to protect you, including bespoke Professional Indemnity for IMechE members, as well as personal insurance for your home, travel and special possessions • Independent financial advice and planning • Travel services – including free membership of WEXAS The Travellers Club and discounts with The Railway Touring Company • Legal advice and access to a complete range of legal services for individuals and businesses Members benefit from specially negotiated offers and member only exclusive deals. For more information on these and our other services, visit www.imeche.org/services

Institution of Mechanical Engineers

YOUR CHARITY, SUPPORTING MEMBERS IN TIMES OF NEED Support Network is an independent organisation and personal support charity exclusively available to help all members of the Institution and their families since 1913. Your £10 donation enables them to continue providing the following financial assistance and practical support, through a combination of telephone, email, and face-toface visits. Please help us to keep doing so. Members and their family can benefit from: • Apprenticeship and Undergraduate grants • Breathing space financial assistance • Loans and/or longer term finance • Disability or health related grants • Counselling and debt advice • Pre-school and school-age support for parents

T +44 (0)20 7304 6862 F +44 (0)20 7222 8553 Image credits: panel 1: Peter Luckhurst; panels 3/8/reverse main image: Tom Luddington

We believe we have a responsibility to provide the most up-to-date, industryrelevant training for engineers, so we offer a broad portfolio of technical, business, and leadership training courses designed to help talented technical professionals learn the skills they need to become more effective leaders. All of our technical and leadership courses can be tailored to fit your level of experience, whether you are a graduate or a senior executive. Training can be delivered anywhere in the world in a range of local languages. Put simply, we offer the widest range of training programmes designed for engineers and businesses with technical people around the world.

Professional development for students – July 2013

Our learning and professional development courses include: • Management and business skills training • Technical training including industry specific programmes and non destructive testing courses, examinations and consultancy services • Career transition training • In-company and bespoke training All of our courses contribute to the ongoing CPD requirement for professional engineers already registered with the Engineering Council. Members receive a standard 10% discount on all courses, but with extra discount for early or multiple bookings this can rise to a 20% saving – attending just one course could mean that your membership pays for itself. For more information or to book a course, visit www.imeche.org/training

Supporting your professional development Being able to record and maintain your continuous professional development allows you to showcase your achievements throughout your career, thereby demonstrating your professionalism and expertise, as well as your commitment to engineering. Through the Institution’s network of conferences, events, and training courses, there are no shortage of activities for members to engage in and continue their professional development. To help you manage all this, we recommend using Career Developer, our free suite of online tools that make it easy to plan, track and review your experience and professional activity.

ELEANOR VAN DER HEIJDEN CENG MIMECHE Eleanor van der Heijden has long been determined to represent engineering in the renewable energy sector. Her achievements, such as having two designs filed for international patents at Renishaw, through to being promoted to Emerging Technologies and Projects Manager at Ecotricity, as well as recently being elected as a Chartered Engineer, demonstrates her professionalism and expertise. Taking on roles such as a STEM (Sciences, Technology, Engineering and Maths) ambassador, promoting the engineering profession to children in schools and more recently as a mentor to fellow team members, also demonstrates her commitment to the profession and a desire to inspire other engineers.

I AM VERY PROUD THAT I HAVE ACHIEVED CHARTERED STATUS AND ENCOURAGE OTHER ENGINEERS TO STRIVE FOR THAT DISTINCTION. I THINK IT’S INCREDIBLY VALUABLE TO DISTINGUISH ONESELF AS A PROFESSIONAL ENGINEER AND BELONG TO AND ENGAGE WITH AN ORGANISATION SUCH AS THE INSTITUTION OF MECHANICAL ENGINEERS.

For more information visit www.imeche.org/supportnetwork

GEORGE JONES SUPPORT NETWORK BENEFICIARY

LIS MANNES CENG FIMECHE, AUSTRALIA

NAIEL AL-ENAZI AMIMECHE, KUWAIT

Whether you are a quiet achiever or an active volunteer, ultimately, being a Chartered Engineer defines a set of engineering competencies that employers, colleagues and the wider community value. My firsthand experience, is that it adds significantly to personal credibility, both in career discussions and when embarking on a new workplace challenge.

Continuing Professional Development is an important part of a successful engineer’s career, and as a professional you have a responsibility to keep your skills and knowledge up to date. CPD helps me to externally verify my accreditation, while reflective learning is an opportunity to recognise and accomplish my own career objectives.

CPD (continuing professional development) is all about your professional development and I am involved in activities that also count towards this. A high proportion of my time is spent mentoring, both internally at work and as an active board member of the Australian National Association of Women in Operations. Building the professional and technical confidence of individuals during the mid stages of their careers is not only personally satisfying but supports them in realising their full potential, ensuring the ongoing presence of talented individuals in the manufacturing industry pipeline.

Career Developer [the Institution’s bespoke suite of online tools that make it easy for members to plan, track and review their experience and professional activity] is particularly useful for me as an Associate member as I develop my competences on the path to professional registration. As I travel frequently, it is great that Career Developer is available online, 24 hours a day, so that I can add information and record my progress when I have time. Ultimately I am aiming towards Chartered (CEng) Member status with the support of these tools.

The ongoing professional development that I have received from the IMechE has been one of many key enablers in my career and I always recommend this as part of a toolkit for anyone starting out on their own personal journey.

I highly recommend membership of the Institution to young engineers in order to benefit from the Institution’s support and guidance throughout their careers.

KOOTALA ANANTHANARAYANAN ENGTECH MIMECHE, INDIA

SHAMLA MAJID AL KINDI AFFILIATE, SULTANATE OF OMAN

The Institution’s training, development and certification courses give the flexibility to choose and learn the subject of my interest with tailor made options. They also contribute to my CPD requirement, which makes maintaining your continuous professional development manageable whether you are working towards becoming professionally registered, or if you are maintaining your CPD. The Institution offers technical as well as business, management and administration modules.

I am the first female from Oman to participate in a Formula Student team in the Gulf Corporation Council (GCC) and I hope participation in Formula Student will encourage Omani and Gulf females to show their ability and talents in the future.

To build trust with clients and those who I deal with in the workplace I find it important to be able to demonstrate my professional expertise, skill and knowledge, and show that I belong to a global and recognised Institution. The Institution makes all of the above happen with their expert tutoring, advice, excellent support materials, delivered according to the current industry standards and needs.

I am amazed with the resources and information that the Institution provides. From technical papers, journals and industry reports to having access to the virtual library, the Institution provides the tools to develop your knowledge and expertise. The industries that the Institution covers gives you the opportunity to keep up-to-date with the latest developments and are a great source of knowledge. With such tools and support from the Institution, my team was able to quickly understand how to design, build and operate the car. The range of resources which was provided enabled us to enhance our skills to a professional level.

For more information on Continuing Professional Development and how the Institution can help, visit www.imeche.org/cpd

• Support tailored to individual and specific needs

HAVING ACHIEVED AN HONOURS DEGREE IN MECHANICAL ENGINEERING, I WOULD LIKE TO THANK THOSE INVOLVED IN APPROVING THE AWARD. IT IS UNLIKELY THAT I WOULD HAVE BEEN ABLE TO COMPLETE THE COURSE WITHOUT IT.

1 Birdcage Walk Westminster London SW1H 9JJ United Kingdom

INVEST IN YOUR PROFESSIONAL DEVELOPMENT.

• Respite breaks and support for carers • Employment coaching and CV clinics

PROUD TO BE AN ENGINEER.

To see what’s on please visit www.imeche.org/events

MARK HUNT CENG FIMECHE

RENEW YOUR MEMBERSHIP NOW.

5.9

Academic journals As a member of the Institution you are entitled to discounts of up to 80% off the subscription price.

• 4,000 e-journals and technical databases

• Sharing your knowledge with fellow professionals at our regional events, conferences and social gatherings

enquiries@imeche.org www.imeche.org

STAY INFORMED AND IMPROVE YOUR KNOWLEDGE.

Improvi

We know that as a professional engineer, you appreciate the value of the Institution’s lifelong support to your career, and the career benefits of being professionally registered.

Improving the world through engineering

PAT NOLAN IENG MIMECHE SOUTH AFRICA After very nearly 40 years of engineering mostly in capital process plants throughout the world I thought it was about time to get recognised both professionally and, as I live in South Africa, to be recognised internationally. As a young technician apprentice, to become a MIMechE was the ultimate dream and something all engineers aspired to. Following a rigorous procedure involving the Professional Review Committee, writing my Career Learning Assessment (CLA) and with two interviews under my belt I was elected to the Institution of Mechanical Engineers. I’m honoured that at some 60 years of age, I have finally been recognised, and globally no less, by my peers as being at the top of my game. The combination of some serious personal past experience and professional registration has really worked for my career even at this late stage of my life. Gaining professional registration has also done absolute wonders for my personal self esteem.

IKE NWAGWE CENG MIMECHE, SPAIN The Institution’s Spain Branch has been very active in organising a wide range of events for members, and fostering links both with industry and local engineering institutions. In the past couple of years, I have attended most of these events; I have also had the opportunity to become involved in publicising the activities of the Branch, both online and through social media. From my personal experience, the benefits of being involved with my local Branch include the opportunity to network with other professionals, and the way this has enhanced my continuing professional development. I would not have become a Chartered Engineer if I had not become involved in my local Branch. The support and advice given by members of the Branch, as well as by staff at the Institution’s headquarters, has been essential to the success of my professional registration, which has in turn benefited my career greatly.

PRINT APPLICATIONS LAYOUTS 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

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COVERS Brochures will fall into one of the following literature types: reports, our annual report, membership packs, information and entry details for events, white papers and thought pieces. The same principles used for leaflets also applies to brochures. The main heading should take the form of an opinion with the sub-heading describing the actual topic.

These may be A4 or A5 depending on the nature of the publication and preferably perfect bound. Full bleed imagery should be used more extensively on brochure covers and should bleed across on to the back cover if required in order to create more impact. Our strapline must appear on brochure covers.

Wrap around full bleed cover for a report

Entry Award brochure

CLIMATE CHANGE HAVE WE LOST THE BATTLE?

REWARD AN ENGINEER WHO MAKES A DIFFERENCE. Prestige Awards for Engineers of Excellence www.imeche.org/prestigeawards

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Institution of Mechanical Engineers 1 Birdcage Walk Westminster London SW1H 9JJ T +44 (0)20 7304 6862 F +44 (0)20 7222 8553 environment@imeche.org www.imeche.org

Improving the world through engineering

Image: Ford Ecoboost 3-cylinder 1.0 litre engine

PRINT APPLICATIONS LAYOUTS TEXT Text spreads follow the same grid used for leaflets and may vary between 2 and 3 columns of text. Use as many full page images as possible. Chart material should be coloured using colours from the palette.

EVENTS AND SCORING

THE HUMAN AND ECONOMIC IMPACT OF NATURAL DISASTERS

With what seems like increasing regularity, we watch people from the latest unfortunate part of the globe be impacted by a natural event and struggle to come to terms with lost loved ones and shattered lives. In the past decade, disasters from natural events of all types have on average affected approximately 200 million people every year[1,2], or about 3% of the world’s population, while killing an additional 78,000 a year[2], based on a 10-year average. More than 370,000 people alone died in the period 2001–10 as a result of extreme weather and climate conditions[3], such as extreme cold, heat, storms, floods and drought. The year 2010 was particularly lethal, with the total recorded number of people killed by natural events reaching 268,818, much higher than the ten-year average[2]. The two most lethal disasters – the 12 January earthquake in Haiti, which killed over 222,500 people, and the Russian summer heat wave which caused about 56,000 deaths – made 2010 the deadliest year in at least two decades[4]. After the events in Haiti and Russia, there were several other high-profile deadly natural events including (with number of deaths): earthquakes in China (2,968), Chile (562) and Indonesia (530); floods in Pakistan (1,985) and China (1,691); landslides in China (1,765) and Uganda (388); and a cold wave in Peru (409)[2]. To give some perspective on the impact of natural disasters that year, over 40% of the population of Haiti were affected or killed; nearly 16% in Chile; and about 11% of the population of China and Pakistan. Earthquakes and droughts remain the biggest killers, but floods, hurricanes, cyclones and storms are the events that affect most people worldwide.

Teams can either enter a running car or compete with just a design concept, allowing them to spread the design and build process over 2 years. The information below is regarding the largest category, Class 1, but the table gives the points allocation for all categories.

Deaths are the most obviously negative aspect of such disasters, but the statistics on the number of people killed or affected is not the whole human story. In addition to killing nearly 300,000 people and affecting over 207 million others, the 373 natural disasters that were recorded in the International Disasters Database (EM-DAT) for 2010 caused more than US$109 billion of economic damage[4]. In fact a whole host of economic impacts can follow an event, from decreased tourism revenue, to damaged property, loss of cultivatable land area and increased vulnerability to future disasters, and the degree of impact can be related to a given country’s stage of economic development. Figure 1 shows economic loss as a consideration alongside loss of life and people affected within an economic development stage framing. The diagram illustrates that despite the fact that the actual number of disasters appears to be almost evenly distributed between areas of high (40%) and medium to low (60%) development, loss of life and number of people affected are skewed strongly towards the medium and low development areas (>90%).[5]; However, the opposite is true for the economic impact, where the loss emphasis is on highly developed areas (~70%) rather than the medium and low group. Hurricane or ‘Superstorm’ Sandy, which made landfall on the eastern seaboard of the United States in October 2012, provides a good case in point, with 43 people killed in New York City[6] and economic damages initially estimated at $60 billion[7].

TESTING TIMES As Formula Student aims to develop well-rounded engineers, each team is assessed not only on their car’s performance and their understanding of the engineering behind their design, but on their overall business proposal. This is done in a series of static and dynamic events. STATIC EVENTS Design 150 points Students must be able to explain how their car’s materials, components, and systems come together and how their design meets the needs of the intended market. Business Presentation 75 points In this event, the judges play the role of the potential investors. Each team has to present a business case that sells their concept to them. Cost and Sustainability 100 points Here teams provide an accurate estimate of the cost of their car in a limited production. They should be able to show to the judges where they’ve spent the money and added value. They are also required to understand how much energy is required to produce their powertrain.

Figure 1: Impact of natural disasters relative to economic development stage[8]

Medium and low human development People affected

Economic loss

Percentage

150

Business Presentation Cost and Sustainability Skid Pad

150

100

TRANSMISSION D AT MCLAREN RAC

Acceleration

Sprint

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300

Fuel Efficiency

100

Total

325

1000

s nes tion Busisenta Pre 75 Endurance 300

Cost an Susta d 100 inability

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BERNADETTE (BE COLLINS, 27

● Class 2

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www.imeche.org/environment

Loss of life

● Class 1

c Ac 75

Number of disasters

Natural Disasters

Event

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DYNAMIC EVENTS

Sukuiso, Japan, 18 March 2011 – Japanese fire trucks line a road in this aerial photo.

Sprint 150 points This tests the car’s manoeuvrability and handling qualities on a tight 800m course. To do well, cars have to be quick as well as nimble around the corners.

Fuel

High and very high human development 100

CASE STUDIE

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Sprint 150

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FS GIVES A REAL VIEW OF THE DIF ASPECTS OF A CA MOTORSPORT AN TRACKSIDE ENVI

PRINT APPLICATIONS LAYOUTS 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 5.9 5.10 5.11 5.12

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Posters and adverts may be produced for a variety of reasons to promote the Institution in general, to promote events such as Formula Student and Vision Awards or for internal campaigns and initiatives. As immediate impact is required, posters should use imagery dynamically. Typographically the same principles apply, but don't use too much text. Posters are not for in-depth reading. Our strapline must appear on posters and adverts.

APPRENTICE OF THE YEAR 2014. The Bryan Hildrew Apprentice of the Year award gives you the chance to be recognised for your achievements on your modern/advanced apprenticeship.

HEALTHIER, WEALTHIER AND WISER ENGINEERING MAKES MODERN LIFE POSSIBLE.

We live in a world shaped by engineering. Engineers contribute significantly to global wealth creation. Thanks to mechanical engineers many of us enjoy better healthcare, greater life expectancy and a good quality of life. We can get to school or work every day, and travel around the world for business or holidays. We are better fed, better clothed and better housed, and we live in a safer environment.

MECHANICAL ENGINEERING: IT’S NOT WHAT YOU THINK.

Mechanical engineers’ discoveries, creations and developments of technology laid the foundations for modern life as we know it. Today, they design, maintain, repair and operate everything we need in our daily lives now, and in the future they will deliver the solutions to sustain and protect human society’s existence.

The winner will be awarded £1500 and a place on stage at the Institution’s Vision Awards in London. Applicants must be an EngTech affiliate of the Institution of Mechanical Engineers. For more information visit www.imeche.org/apprenticeoftheyear Deadline for entry 30 June 2014.

IT’S AN HONOUR TO HAVE MY HARD WORK RECOGNISED BY A PROFESSIONAL ENGINEERING INSTITUTION. LYNSEY MCKEE APPRENTICE OF THE YEAR 2013 Improving the world through engineering

Improving the world through engineering Improving the world through engineering

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Improving the world through engineering

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ENVIRONMENTS

Being who we are wherever we are. One Birdcage Walk is used on a regular basis for events and we need to make full of use of both the foyer and the seating areas to showcase activities of the Institution. We have developed a series of display panels and updated the overall look of the entrance to the building in order to make the most of our new system.

6.0

ENVIRONMENTS 6.1 6.2

Display areas Banners

MAIN PANELS This pair of panels is positioned in the foyer area. These large panels are intended to create a canvas for changeable content throughout the year. A plasma screen is set in to one of the panels, the content of which will change on a regular basis.

SUB PANELS These are positioned in the seating area together with a wall mounted lightbox. The lightbox will feature highlight content from a range of Institution publications.

PATRICK KNIVETON FIMECHE.

ENGINEERED IN BRITAIN MANUFACTURING A SUCCESSFUL ECONOMY? The Institution of Mechanical Engineers’ Engineered in Britain campaign was established to boost the UK’s manufacturing and engineering base, in order to create economic resilience. The Engineered in Britain survey 2013 asked over 1,000 manufacturers and 1,000 members of the public their views on Government policy.

As President, my aims are:

Key findings from the report include:

• To promote the value that engineering and manufacturing provide to a successful economy

• Government needs to invest in public communication in parallel with its business support in order to deliver the UK industrial strategy effectively.

• To support our SMEs so they can become the large, internationally competitive employers of the future

• Employers need to co-ordinate with each other and engage more actively with Government and all agencies involved in demonstrating the opportunities for employment arising from studying science and engineering subjects at school.

• To inspire more people to choose a career in engineering. Proud To Be An Engineer Engineers have helped advance mankind by developing the tools and processes that make our lives easier and more secure. Yet many believe that engineers do not have the profile or prestige that they did during the time of Stephenson and Brunel. However, I believe that there are 21st century engineers who we can celebrate for their contributions to society. In my Address, I outline how we need to seize this moment, shout about our achievements and tell everyone why we are all proud to be professional engineers and technicians. Improving the world through engineering

6.1

• The importance of new product development to economic growth still has insufficient public profile. The Institution of Mechanical Engineers aims to redouble its work with others on business improvement and to raise awareness through the public celebration of success in prizes and awards. • Government needs to reinforce the technical benefits (of increased product quality and intellectual property control) of local manufacturing with a simplified commitment for the UK to compete internationally with its fiscal policy.

ENVIRONMENTS 6.1 6.2

Display areas Banners

INTERIOR BANNERS Pull up banners can be used as posters to advertise specific events or be based on a report campaign that uses the front cover image and title of the report for the headline, and our strapline at the bottom of the poster. The example on the left demonstrates what we mean. We can also use banners for generic Institution promotion. Generally here we use the strapline as the header, removing it from the base, and imagery that promotes the work we do. The two examples on the right show a generic pull up banner and a zeus banner.

CLIMATE CHANGE HAVE WE LOST THE BATTLE?

6.2

IMPROVING THE WORLD THROUGH ENGINEERING.

DIGITAL COMMUNICATIONS

It’s just business as usual. Our first point of contact for most members, and usually the only point of contact for overseas members, our websites, emailers and social media activity is a vitally important channel for our brand. Because communications can be released more quickly and spontaneously through these channels doesn’t mean that they shouldn’t be created with the same care, and attention to detail. Managing our digital output is vitally important for the organisation, and the following pages give you guidance on the standards we expect.

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Website Writing for the website Portal site Creating content Key points Key formatting & style tips Page structure Email Content & style Copywriting tips Quick shortcuts to create effective emails Social Media Using social media Popular platforms Top 5 tips Good IMechE examples Email sign off

Website Writing for the website It’s important to remember that people read differently on the web, and you have only a very limited amount of time to get people’s attention. Follow these key principles to help people get all the key information they need:

– Headline/page name (H1) in Bright Red – Immediate sub heading (H2) in Dark Red – Section/paragraph headers (H3) in Warm Grey

– People tend to read ‘above the fold’, so we need to keep the most relevant information within the page's initially viewable area – Think of this as an inverted pyramid, starting with the most important message – Most people rarely read web pages or emails word by word; instead, they scan the page, picking out individual words and sentences - use short sentences and paragraphs to enable this – Stick to one idea per paragraph (users will skip over any additional ideas if they are not interested in the first few words in the paragraph) – Use logical and consistent sub-headings and break up the page with images, bulleted lists and links – Test your pages: can someone who’s never seen them before get all the information they need in ten seconds?

H1 H2

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Institution corporate site

– Body text: <Normal> (ie Verdana, 8px), Warm Grey – Links and URLs in Bright Red and underlined If you paste text from a Word document, use the ‘strip formatting’ tool to ensure it is consistent with the website style, or copy it into Notepad (or similar programme) first. See here for best practice: http://www.imeche.org/knowledge/policy

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Portal Near you portal site See here for best practice: http://nearyou.imeche.org/near-you/UK/Yorkshire 3.2 Using Near You effectively It’s vital to ensure a consistency of approach across all committee pages, particularly within the same region, so that visitors to the site are not confused. Therefore, elements such as page names, page order etc must be created according to this guideline. This consistency is most important on your front page, which should include information about how to contact you, the types of events you hold and support you offer, which industries are important in your area and so on. FOLD

3.3 Creating content for Near You Readers will want to go straight to the point and get the facts, so you must write what’s of interest and benefit to them. For each page, make sure you can answer: – – – –

What is the page or section’s key message? Who is it for? What should the reader do next? How can the reader contact you?

3.4 Your homepage Your committee homepage is the first point of contact with your local members. Therefore, it’s very important that it acts as an effective ‘gateway’ to more information about your activities, events and contact details. Key points

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– –

Include a short introductory welcome – no more than 150 words; see the template over If you want to include a Chair’s message, don’t put it on your About Us homepage but create a separate page for it

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– –

If you want to link to your committee’s other sites such as Twitter, Facebook, Google Calendar or LinkedIn, use only small icons If your region is using a header image in its newsletter, contact the digital marketing team via digital@imeche.org to resize it for Near You and include it on your homepage - do not include header images that have not been resized

Please adapt the text below to ensure local members and companies can get the information they need. Committee homepage text template Welcome to the [xx] committee. We support Institution members in [main towns/areas], holding events, working on engineering initiatives, and raising the profile of engineering locally. Our area covers [xx] members, and engineers here work across [list the main industries – a maximum of four]. Our events provide great networking opportunities, and if there’s an event you’d like to see, please get in touch [link]. We also help local engineers to get professionally registered or upgrade membership, with the help of our regional Business Development manager [link]. Get in touch with us [link]. Our recent events include [mention three]. Find out more about what we’ve done [link] and how you could get involved [link].

Best practice example Welcome to the Bedfordshire and Cambridgeshire committee. We support Institution members in Cambridge, Bedford and Milton Keynes, holding events, working on engineering initiatives, and raising the profile of engineering locally.

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Our area covers nearly 1,400 members, and engineers here work in all types of industry, predominantly nuclear and automotive. Our events provide great networking opportunities and if there’s an event you’d like to see, please get in touch with us.

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We also help local engineers to get professionally registered or upgrade membership, with the help of our regional Business Development manager, Lara Mallett. Our recent events include a visit to the Olympics site in London, a lecture from Jon Hilton of Flybrid Systems, and our Annual Dinner, which attracted 80 local engineers. Find out more about what we’re up to and how you could get involved.

3.5 Key formatting and style tips The Institution’s corporate branding guidelines cover formatting guidance in detail - find out more at www.imeche.org/brandidentity. Our colours are Bright Red, Dark Red, Steel Blue and Warm Grey. These colours can be used across your pages. For instance, the heading of each page, <h1>, will be in Bright Red. When creating content in the text box, your text will be preformatted. Your text will be in <Normal> (ie Verdana, 8pt). If you paste text from a Word document, use the ‘strip formatting’ tool to ensure it is consistent with the website style, or copy it into Notepad (or similar programme) first. When writing text, don’t describe how to navigate to a page - use a link instead. Instead of: – ‘For more information please contact Will Todd (GLR Climate Change Representative) via the Contacts page in the left menu’ – ‘Find out more about our speaker, Julia King, at http://www1.aston.ac.uk/about/management/julia-king/’ Use: – ‘For more information, please contact Will Todd, our regional Climate Change Representative’ – ‘Find out more about our speaker, Julia King’

7.4

If you underline text, it makes it appear as though it’s a hyperlink. If you want to bring something to the reader’s attention, use the appropriate Heading tags or make the text bold.

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3.6 Page structure Near You pages should appear in this order: About Us (always first) Events Past Events Any other pages (such as News and Updates, Photo Gallery, Committee Meetings, Archive, Volunteer Opportunities, Links) Contact Us (always last)

Email 4.3 Content and style You send emails to promote your events and increase attendance. So think about who you want to attend your events - and what people will get out of attending? If you can identify a key reason for attending and build your advertising around that, you will speak to your members more effectively. These key pieces of information must be included in each email: – – – – –

What are you telling your members Who is it for? Where is your event taking place? When is it? How do I get in touch with you?

Your emails must also include a ‘call to action’ – encouraging the reader to take an action and stay engaged after they have finished reading. What do you want them to do next?

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Always include a link to more information, to booking the event, to read more about the speaker, or contact you for more information. – Use an introductory line for each email, mentioning your committee, eg - ‘Welcome to your monthly update from xx Region’ - ‘The xx Area would like to invite you to our next event…’ – Be succinct, positive, simple and clear

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– – –

Your email should be written in Verdana, black, size 10pt Be consistent within each email – for instance, using red for headings and bold for event titles Keep event descriptions to a minimum - instead include links to Near You and how to register

You could use the grid layout below, which ensures that key details are understandable at a glance - plus it’s much easier for you to remember to include all the information you need.

EVENT TITLE Key benefit of attending

Very briefly explain one thing that attendees will get from this event and nowhere else (15 words)

Date and time Location/venue Brief description and link

Should include links to Near You and information on speaker and/or venue (40 words)

Contact

Link to registration if applicable

– Advertise future events at the end of the email, eg ‘Watch out soon for details of our next talk on 2 November, 'Engineering the Olympics'’ – Sign off with a signature, again in black Verdana 10pt: Your name

Your role and committee

Link to your Near You page

4.4 Copywriting tips 1. Know who your reader is

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Make your email about them, not you. When they open your email, they’re thinking ‘what’s in it for me?’ Think about who you’re aiming the event at, what motivates this audience and how your event will help them

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2. Know what you want to say Use the guidelines and templates to get a grip on your email’s structure and the information you need to include – and make sure it’s concise 3. Use the second person singular: ‘you’ Talking to readers directly engages them and makes them feel involved with your text: they want to know how they will benefit from attendance 4. Focus on benefits Clearly stressing the benefits – ie something your reader perceives as valuable or worthwhile - attending your events will engage more members. 5. Remember KFC What do you want your reader to know, feel and commit to after reading? Well, they should know the event’s details and where to find more information, feel interested and intrigued, and be able to take the next step (to find more information, register or contact you) easily 6. Get attention with a headline Keep it short and direct 7. Use short sentences Long sentences can be harder to follow. You may not be getting your information across in the most effective way 8. Use the active voice Using verbs, imperatives, positive and powerful words appeals to casual readers – they make things clearer. For instance: hurry, remember, register, free, now, quick, best, safe, measure, solve, strengthen, improve... 9. Include calls to action These will push the reader to stay engaged with your event. Make them a simple, concise and clear command – ‘get in touch with...’, ‘register now at...’ 10. Be brief

7.7

Make sure key points are covered in your email and put further information on Near You. Think about how the reader will read your text and engage them Adapted from Andy Maslen, Write to sell: the ultimate guide to great copywriting, Marshall Cavendish, 2009.

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4.2. Quick shortcuts to create effective emails – Bear in mind that your members may receive many emails each day, so your email subject should reference the Institution and concisely describe the content of the email, eg ‘Last few spaces - IMechE Wychwood brewery tour, 30 March’ – Ensure all the correct information is included – Include links to the event’s Near You page, to more information on the speaker or facility you’re visiting and a committee contact – Where possible, make a poster for events using the template and link to that in your email or Near You page – Check and double check the event details, formatting, spelling, contact details etc Remember: – The correct salutation (for example ‘Dear Mr Smith’) will be inserted automatically at the top of the email. You do not need to enter a ‘Dear Member’ line – Basic branding is included on the email automatically, so there’s no need to include a logo, images or embed the event poster in the email – When using the imechenetwork email system, use the html setting: in the ‘Compose’ screen, click the ‘As HTML’ button in the lower right hand corner – Use bullet points / grid layouts to ensure information is easily scannable – Use consistent colours, fonts and text sizes so the design is not confusing to the reader – Don’t just copy and paste from the Near You event page - the formatting is always compromised and there’s no point repeating information. If a member then clicks online, there’s no new information and it’s less likely they’ll register – Do not embed images or attach documents to your emails - they will clog up members’ inboxes and may not make it through spam filters

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Social Media A member’s guide to using social media Social media (SM) is an increasingly attractive way of reaching an audience you wouldn’t normally reach, very quickly. Nevertheless, some serious consideration is needed before any IMechE volunteer or committee decides to establish a SM account under the Institution’s name. This guide will provide some basic guidelines and rules of communication for those using or considering the use of SM platforms under the Institution’s name. Do you have enough to say? One of the biggest letdowns in SM is not having enough to say to your users or followers. Popular social media users provide interesting and relevant information regularly; information that people want to read and pass on. The frequency with which you share information varies according to your audience and from platform to platform, but don’t worry, with time you’ll start noticing what your followers like to hear about and when. For people to engage with your accounts, though, it is important that they see you as a valuable source of engineering knowledge, not only a promotional channel (you would not watch a TV channel that only shows ads, would you?). Therefore, it is essential that you or your committee consider if you have the time and resources needed to source interesting and frequent information to communicate to your followers. Do you really need a new account to say it? To date, we have found over 150 SM accounts attributed to the Institution, with over 75% of these inactive for over 10 weeks. Inactivity does send a very poor image about the Institution, suggesting we have little to say or are disinterested and unproductive. An option that is easier and yet can generate more impact than setting up a new SM account is to use an account that already exists. The Institution has a number of well managed and popular accounts aimed at both specific and general groups including Formula Student, IMechE Young Members, Apprentices, Railway, Automotive, Events etc, so if you only have limited messages to communicate, we recommend that you use these popular accounts because your message is more likely to be seen on these accounts, which already have a broad and consolidated audience. Contact socialmedia@imeche.org to discuss your options.

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By feeding the information you’d like to share through the Institution’s main accounts, you will also be helping to strengthen the Institution’s online presence and creating an even richer portal of engineering information for all users and followers. To view our approved accounts, visit www.imeche.org/follow.

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Setting up an account If your committee wishes to establish a new SM account, please contact the team at socialmedia@imeche.org to discuss the options available, and how to best promote your message and monitor your success. As accounts that represent the Institution and/or include the IMechE name need to abide by certain rules, the SM team will be asking you to comply with our Social Media Policy. For more information, visit http://nearyou.imeche.org/vrc/social-media. After you have agreed with the account terms, you will receive a toolkit that includes a logo and guidelines on how to set up your IMechE social media account. Ill-considered, inactive or redundant accounts, as well as poor and inaccurate communications do have a negative impact on the Institution’s reputation, so we monitor and map all accounts and, where possible, store account details so we can contact the relevant individual/s if an account becomes redundant or misused. Popular social media platforms Facebook: It is a less technical and formal platform. Your posts will be featured in your followers’ feeds alongside family pictures, information on parties, and games etc

Twitter: Broad audience and provider of news, quick comments and links to other newsfeeds – growing popularity in providing instant updates on a current topic in the news

LinkedIn: Professional networking. Operates a number of technical discussion groups for professionals, as well as providing links to your professional business contacts.

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Google+: Up and coming platform which offers elements of Facebook, Twitter and LinkedIn, but with the additional capacity to create and operate different communities (‘circles’) to which you can send bespoke messages.

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Youtube: Video-sharing website on which users can upload, view and share videos

Tumblr: Microblogging site where users can create a profile and share films, pictures and links (mixed media) for those they are linked with

Instagram: Photo-sharing and social networking service used to apply digital filters to pictures and share them on a variety of social networking services

Flickr: Image and video hosting website and online community, popular with bloggers to host images that they embed in blogs and social media

Pinterest: Photo-sharing website that allows users to create and manage theme-based image collections such as events, interests, and hobbies. Users can browse other pinboards for images,’re-pin' images to their own pinboards, or 'like' photos

Before you say it Keep in mind the following when representing the Institution: • Remember our name (Institution of Mechanical Engineers or the Institution; only use IMechE when word count is at a premium) • Stay on policy – do not invent new policy. If in doubt, contact publicaffairs@imeche.org or visit the Institution’s policy web pages at www.imeche.org/policy

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• Do not disagree with the Institution on an IMechE account publicly. While we encourage debate and discussion, do not publicly initiate negative comments about the Institution

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• Never use abusive, racist, provocative language when posting or commenting on another person’s comment. This will be a disciplinary matter against the Institution’s code of conduct • When using pictures, ensure they are appropriate and reflect positively on your committee and the Institution. Always ask yourself if your company would be happy with you posting the image on their website? If not, then it is unlikely the Institution will Getting your message across Writing for SM is quite different to writing a report or letter. SM users expect simple and concise messages that allow quick review and absorption. • Keep to the point • Try to communicate only one message at a time • Keep it simple and easy to understand • Avoid jargon or overly complicated words • Link to other information if needed to back up your point • If promoting an event, ensure you have all the relevant information as well as a link to a webpage where people can find out more Top 5 tips for using social media 1. Pick your SM network according to which one will best suit your style, levels of detail, audience and objectives 2. Plan your updates depending on the SM platform used. As an example, engage with current news on engineering via Twitter, or post photos and videos on Facebook after an event. Certain software, such as Tweetdeck, enables you to schedule updates. The SM team can recommend ways to get started 3. Make time to post information and keep your account alive. Planning updates (point 2) will help with this 4. Have a succession plan in place, either for deciding who will populate the account on a daily or weekly basis, or who will take over if you step down

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5. Answer as well as ask. Responding to people is key - SM is a two-way platform. Ignoring posts or questions is a surefire way to create negative comments

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Keep the institution informed Keep the Institution informed of any SM activity you may be undertaking. The Institution will work with you so you are up-to-date with the latest social media news and trends, in addition to issuing best practice and other relevant information regularly. Remember, the Social Media team has lots of helpful information, logos and images to enhance your account, and you can always contact socialmedia@imeche.org if you need assistance. Good examples Although your objectives will vary, these pages are a good example of how to engage with your audience:

IMechE Facebook page

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IMechE LinkedIn Group

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7.14

Developing Engineers Blog

IMechE Twitter

Western Automobile Centre

IMechE Young Members Facebook Page

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This consists of name, title, contact details and the Trapezium arranged in the order shown. Our strapline is used directly below the Trapezium.

Ambassador Programme Ambassador Programme

Paul Smith <psmith@interbrand.co.uk> Stephen Lang <slang@theclearing.co.uk>

Dear Simon Please find attached a copy of the Public Challenge Award leaflet as discussed yesterday. Iâ&#x20AC;&#x2122;ll also put a hard copy in the post for you. Regards Dear Stephen Please find attached a copy of the Public Challenge Award leaflet as discussed yesterday. Anthony Iâ&#x20AC;&#x2122;ll also put a hard copy in the post for you. Regards Anthony Other Competition Director Public Challenge Award Anthony 1 Birdcage Walk Westminster Anthony Other London SW1H 9JJ Competition Director www.imeche.org Public Challenge Award T 020 7304 6980 3 Birdcage Walk F 1 020 7222 8553 E Westminster a_other@imeche.org London SW1H 9JJ www.imeche.org T F E

2 020 7304 6980 020 7222 8553 1 a_other@imeche.org 2 1

Improving the world through engineering Improving the world through engineering

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Trapezium Strapline Red (Pantone 485C) Dark Red (Pantone 188C) Strapline Contact Details Dark Red (Pantone 188C) Verdana 10pt Contact Details Black Verdana 10pt Black

VISUAL TOOLKIT XXXX

THANK YOU 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 4.24 4.25 4.26 4.27 4.28 4.29 4.30 4.31 4.32 4.33

4.7.2