Loughborough
VISUAL IDENTITY GUIDELINES
The guidelines in this document have been developed to maintain appropriate visual identity for Loughborough as a town.
Visual Identity 2
• THE LOGOTYPE This consists of a square which holds a drawn image of the towns Carillon Tower and the name of the town. It is essential that the logo is not changed in anyway and should only be reproduced to the specifications detailed below. • LAYOUT The two aspects of the logo, the Carillon image and town name must always appear together and should never be separated. The logo must always appear in the layout shown, it is not acceptable to change or adjust the composition. • REPRODUCTION The logo can only be reproduced as shown. Style One Official This is the official logo of the town and should be used on all external business stationary, for example letterheads and business cards. Style Two Black box This style can be used for internal stationary, but must never be used for letterheads and business cards. Only Style One can be used for external stationary. Style Three Purple box This style must not be used for external business stationary, but can be used in conjunction with Loughborough University. Style Four Outline Style Four can be used in certain applications, but this is restricted and can only be used in special circumstances. It must not be used as an alternative to Style One. But is appropriate for placement on dark colours.
Loughborough
Style Five No box This style should not be used for external stationary but is acceptable for use on a dark colour or where a photographic image is dark.
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IMPORTANT If in any doubt on how to use any of the above logos correctly, it is important that you contact Loughborough Media Services. Visual Identity 3
• PROTECTED AREA
14mm
The space around the logo must be protected. When the logo is 100mm by 100mm. The protected area sits at 14mm above and below, 10mm to the left and 10mm to the right. The area should increase or reduce in proportion to the size of the logo and is dependant on the design.
10mm
• SIZE The size of logo reproduction is limited. The minimum reproducible size for the logo is 20mm by 20mm. 20mm
• USE OF LOGO BY EXTERNAL ORGANISATIONS
• USAGE APPROVAL
When the town wishes to connect with external sources all logo usage must be approved in advance.
To maintain the appropriate use of the towns identity the logo must be reproduced in accordance to this document. All of the uses not covered here must be approved in advance.
• USE OF OTHER LOGOS Use of other logos is not permitted, the official town logo must be used at all times. For usage approval please contact: Jennifer Noon Tel: 01509 654878 Email: mediaservices@loughborough.gov.uk
• PRIMARY COLOUR PALETTE The town logo is made up of two Pantone colours, Pantone Solid Uncoated, Green 348 U and White. These colours can also be used for typography.
Green Pantone 348 U
WHITE
PURPLE Pantone 527 U
BLACK PANTONE PROCESS U
Cyan: 100% Magenta: 0% Yellow: 85% Black: 24%
Cyan: 0% Magenta: 0% Yellow: 0% Black: 0%
• SECONDARY COLOUR PALETTE Secondary colour palette is made up of, Pantone Solid Uncoated, Purple 527 U and Process Black U. Visual Identity 4
Cyan: 73% Magenta: 100% Yellow: 0% Black: 0%
Cyan: 0% Magenta: 0% Yellow: 0% Black: 0%
• TYPEFACES Optima is used for the main typeface on the towns logo. This is the only acceptable font usage for the logo.
Optima abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
For all town publications the typeface used is Gill Sans, it should be used for headings and body text and all stationary. Extensions of the font family are acceptable such as Gill Sans Light and Gill Sans Bold.
Gill Sans abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Gill Sans Light abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Gill Sans Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
• LOGOTYPE POSITIONING ON PUBLICATIONS The logo should always appear on the bottom right on a cover document. On a A4 document the logo should be 30mm by 30mm, set in from the lower edge by 14mm and by 10mm from the right hand edge. On a A5 document the logo should be 20mm by 20mm, set from the lower edge by 10mm and by 6mm from the right hand edge. On a DL Leaflet (1/3 A4 size) the logo should be 20mm by 20mm, set from the lower edge by 8mm and by 4mm from the right hand edge.
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• RULES FOR SIGNAGE This section contains the rules for town signage.
Town Hall
The symbol in the diagram is an example and can be adapted. • INTERIOR SIGN SPACING The interior spacing within the sign should be split into 3 equal sections. Each section being an equivalent height to the tallest letter (H). The text sits within the middle section of the sign. For instance if the sign was 144mm by 42mm, each section of the interior space would measure 14mm. The symbol to the right of the sign should protrude half way into the top and bottom segments of the sign, in this example that would be 7mm from the edge.
7mm 14mm
Town Hall
7mm
Edge strip
• SIGNAGE BORDERS The sign should have a border and a edge strip. The combination of the two increases visibility and reading speeds. To work out the thickness of the border multiply the tallest letter by 0.15mm (H). For instance if the tallest letter is 14mm multiply this by 0.15mm this equals 2.1mm. To work out the thickness of the edge strip multiply the tallest letter by 0.1mm (H). For instance if the tallest letter is 14mm multiply this 0.1mm. • TYPE FOR SIGNAGE The type is ranged left. The horizontal spacing from the type to the edge of the sign (blue section) should be a 1/3 of the size of the tallest letter. For instance if the tallest letter size is 14mm the horizontal spacing would be 4.5mm. Visual Identity 6
Border
Equation for border thickness E.g 0.15mm x 14mm = 2.1mm Equation for edge strip thickness E.g 0.1mm x 14mm = 1.4mm
Horizontal spacing from type to sign edge (blue section only).
Town Ha Equation for horizontal spacing E.g 1/3 of 14mm = 4.5mm
• SIGNAGE KEY H = Height of tallest letter IS = Interior spacing B = Border ES = Edge Strip HS = Horizontal spacing
H x 0.15mm = B H x 0.1mm = ES 1/3 of H = HS H x 3 = IS (each segment = H)
• SIGNAGE TYPEFACE The typeface used for signage should be Frutiger. It should only be used for signage and not for any other publications. Only Frutiger Bold of the extension family is acceptable to use.
Frutiger Roman abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz Frutiger Bold abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz
• PRIMARY SIGNAGE COLOUR PALETTE The town signage is made up of two Pantone colours, Pantone Solid Processed Uncoated, Blue DS 198-1 U and Pantone Solid Uncoated, Green Pantone 348 U.
BLUE Pantone DS 198-1U
Green Pantone 348 U
WHITE
BLACK PANTONE PROCESS U
Cyan: 100% Magenta: 70% Yellow: 0% Black: 20%
Cyan: 100% Magenta: 0% Yellow: 85% Black: 24%
• SECONDARY SIGNAGE COLOUR PALETTE The town signage is made up of one Pantone colour (Pantone Solid Uncoated, Black Process U) and White. These colours can also be used for typography and borders.
Cyan: 0% Magenta: 0% Yellow: 0% Black: 0%
Cyan: 0% Magenta: 0% Yellow: 0% Black: 0%
Visual Identity 7
CONTACT If you have any queries on either using the Loughborough Logo or the interpretation of the contents of this flyer, please refer to Media Services before taking any other action. For Visual Identity relating to the web please refer to www.loughboroughtown.gov.uk/visual_identity All queries should be addressed to: Sarah Shaw Tel: 01509 784664 Fax: 01509 784554 E-mail: mediaservices@loughborough.gov.uk Media Services Loughborough Leicestershire LE11 5AT
Loughborough