Introduction
Welcome to the Cotesbach Educational Trust brand guide.
Contents
This guide contains important information on the brand and its use. It should be sent to any party who will be using the Cotesbach Educational Trust logo files for the design of promotional work including websites, digital presentations, printed materials and signage.
01 — Brand Identity
The purpose of the guide is to provide a framework for the consistent and effective application of the brand across all channels.
02 — Colours 03 — Typefaces 04 — Brand Application
Files & Folders
File Formats Explained
Colour Formats
Supplied within the Cotesbach Education Trust Logos folder are three file format folders; EPS, JPEG and PDF. These file formats will cover most internal and third party needs.
The logos in these folders are supplied in 3 colour formats; Pantone Colour and CMYK colour for print applications and RGB colour for screen and digital use.
EPS Files —
For a detailed explanation of colour formats please see section 02 of this guide.
These files contain the vector artwork or line drawn versions of the brand marks. They can be used for reproducing the logos at virtually any scale without loss of quality. You may not be able to use or review these files yourself, depending on the programmes you have available on your computer system. However, when supplying your logo to a third party for any professional purpose, you should supply these files as, unmodified, they should guarantee quality of reproduction. JPEG Files — These files are designed for generic office use. They are supplied at a reasonably large scale, but small enough to avoid most issues associated with excessive file size (each file is under 2mb). PDF Files — Like EPS files PDFs retain vector information. However, if a third party has difficulty using or working with EPS files, these provide a viable alternative to supply.
01 Brand Identity The Roundel — The Logotype — The Stack Logo — The Landscape Logo — Minimum Size — Exclusion Area — Positioning — Uses to Avoid —
The following pages show the four brand mark variations supplied in your brand assets together with information on their proper use.
The
Roundel The Roundel is the primary logomark of the Cotesbach Educational Trust. The mark is made up of four interlocking Cs, representative of the four main site buildings, combined with the open windows of the Schoolhouse to provide an element that is recognisable and site specific. The mark is intended to give an impression of heritage and collaboration without it being overly specific. This more generic feel can be used to represent the Trust and the site facilities without being biased towards any one particular area operation. The Roundel can be used in isolation, without any supporting typographic elements.
16mm
The minimum size for the Roundel is 18mm wide.
The Roundel isolation area is half the roundel's width.
This restriction is made in order that line weight of the window leading detail does not fall below 0.2pt. Below this point size the detail may fail to reproduce accurately in some printed applications.
Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Roundel is clearly identifiable.
The
Logotype The Logotype is the secondary logomark of the Cotesbach Educational Trust. The typography of the Logotype is intended to appear professional, yet open and friendly. The letter shapes reflect and enhance the shape of Roundel when used in conjunction with it (see lock-up information on the following pages). The lower case C on Cotesbach is intended to make the word more of a brand name than a place name and creates a more visually balanced form than when using uppercase. 'Educational Trust' is in uppercase to differentiate it from the main brand name. The Logotype can be used in isolation, without the Roundel.
24mm
The minimum size for the Logotype is 24mm wide.
The Logotype isolation area is total Logotype height.
This restriction is made in order that the point size of 'Educational Trust' does not fall below 5pt. Below this point size the type may fail to reproduce accurately in some printed applications.
Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Logotype is clearly identifiable.
The
Stack Logo The Roundel and Logotype can be combined or 'locked up' into the stack version above. The relative size of these elements is fixed and should not be altered. This version of the logo is the primary lock-up and should be used wherever possible.
42mm
Although the Stack logo can be reproduced at smaller scales, it is recommended the minimum size is no less than 42mm wide. This restriction is made in order that line weight of the window leading detail does not fall below 0.2pt. Below this point size the detail may fail to reproduce accurately in some printed applications. If in doubt use the Logotype version of the brand identity.
The Stack logo isolation area is total Logotype height. Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Stack logo is clearly identifiable.
The
Landscape Logo The Roundel and Logotype can be combined or 'locked up' into the landscape version above. The relative size of these elements is fixed and should not be altered. This version of the logo is the secondary lock-up and should only be used where layout dictates and landscape bias.
56mm
Although the Landscape logo can be reproduced at smaller scales, it is recommended the minimum size is no less than 56mm wide. This restriction is made in order that line weight of the window leading detail does not fall below 0.2pt. Below this point size the detail may fail to reproduce accurately in some printed applications. If in doubt use the Logotype version of the brand identity.
The Landscape logo isolation area is Logotype area height. Other graphic elements must not encroach on this area. The isolation area ensures that other visuals do not impact negatively on the mark and that the Landscape logo is clearly identifiable.
Positioning The Cotesbach brand marks are designed to be fairly flexible in how they are positioned. However, as a general rule they should be positioned in the following locations on a layout for consistency.
A4
DL
Card
Uses To Avoid Improper use of the logos can damage your brand image and establish unwanted visual trends that may be difficult to remediate. The brand marks must not be re-drawn or altered from the files provided with this brand guide. Here are some of the most common misuses:
Do not use the logo at angles other than those supplied.
Do not reproduce the logo in colours other than those supplied in the brand assets.
Do not squash or stretch the logo to fit a given area.
Do not place outline frames or boxes around the logo.
Do not split the colour of roundel and logotype when using the Stack or Landscape versions
Do not place the logo on a colour block smaller than the isolation area.
Do not rearrange or rescale elements of the logo without consultation.
02 Colours Colours: An Introduction — Primary Colour Palette — Secondary Colour Palette —
The colours used for Cotesbach Educational Trust are an integral part of the brand and should be applied consistently to achieve visual harmony across all marketing materials and channels.
Colours An Introduction This is a basic guide to understanding the colours your brand assets have been supplied in and what each type is typically used for. Understanding colour will help you use the brand assets effectively.
Pantone Colour — Pantone colours are premixed inks used in professional offset and screen printing as well as some manufacturing applications. They provide an industry standard for specifying colours for consistent reproduction. Listed opposite are the Pantone colour references for use on coated paper stocks (e.g. gloss or silk) and uncoated paper (e.g. matt art paper), identified by a C and U after the colour name respectively. Typically colours printed on uncoated paper will appear duller than those on coated stocks. NB. Only coated (C) Pantone colour versions of the logos have been provided in the brand assets. In order for the grey of the brand to remain consistent in strength, the uncoated tint percentage should be set at 90% from the 80% tint of the coated version.
CMYK Colour — CMYK colour (Cyan, Magenta, Yellow and Black ink), sometimes referred to as Four Colour Process, is the standard ink system used by the majority of professional offset lithographic and digital printers. It is also the how most modern desktop printers reproduce colour. Each number of a cmyk reference represents the percentage of each ink making up the final colour (e.g. 34% cyan, 100% magenta etc.) RGB Colour — RGB colour (Red, Green, Blue), is the standard colour system used to reproduce digital colours on screen. They will generally appear brighter and more intense than their CMYK equivalents. RGB colours are sometimes designated as 6 character hexadecimal code (e.g. #6d1131). Please note some office applications (e.g. Microsoft Word) may only work with RGB colour files as they are not setup for traditional print output. RAL Colour — RAL is used for defining standard colours for paint and coatings. They are used in architecture, construction, general industry and some signage applications. NB. RAL colour versions of brand assets have not been provided and are included here for reference only.
Primary
Colour Palette
Print Colours
Digital Colour
Other
Brand Red
Pantone 7421 C
Pantone 7421 U
CMYK 34/100/50/50
RGB 109/17/49 #6d1131
RAL 3005
Pantone Neutral Black C 80%
Pantone Neutral Black U 90%
CMYK 0/0/0/90
RGB 74/74/73 #4a4a49
RAL 9004
N/A
N/A
CMYK 0/0/0/0
RGB 255/255/255 #ffffff
Pantone 7415 C
Pantone 7415 U
CMYK 7/33/33/0
RGB 235/186/166 #ebbaa6
Brand Grey
White versions of logo supplied in EPS format only
Brand Cream For use out of Brand Red only
Secondary
Colour Palette The secondary colour palette is designed to work in harmony with the core brand colours. These colours are only to be used as backgrounds or as graphic highlights. The brand itself must not be reproduced in these colours.
Fresh Palette
Pantone 9201 C
Pantone 9201 U
CMYK 0/16/22/0
RGB 245/223/202 #f5dfca
Pantone 365 C
Pantone 7421 U
CMYK 30/0/60/0
RGB 202/216/136 #cad888
Pantone 291 C
Pantone 291 U
CMYK 34/3/0/0
RGB 190/219/245 #bedbf5
Pantone 7421 C
Pantone 7421 U
CMYK 0/16/22/0
RGB 201/222/196 #c9dec4
Secondary
Colour Palette The secondary colour palette is designed to work in harmony with the core brand colours. These colours are only to be used as backgrounds or as graphic highlights. The brand itself must not be reproduced in these colours.
Traditional Palette
Pantone 7496 C
Pantone 7496 U
CMYK 57/30/100/12
RGB 125/136/52 #f5dfca
Pantone 2695 C
Pantone 2695 U
CMYK 90/100/36/42
RGB 49/34/71 #312247
Pantone 317 C
Pantone 317 U
CMYK 32/0/14/0
RGB 191/226/226 #bfe2e2
Pantone Warm Grey 11 C
Pantone Warm Grey 11 U
CMYK 47/47/47/42
RGB 103/95/90 #675f5a
03 Typefaces Primary Typeface — Secondary Typeface — Digital Alternatives — Typesetting —
The brand uses one primary typeface for the logotype and display graphics. This is supported by secondary fonts for text and digital alternatives for use when primary fonts are unavailable.
Primary
Typeface
24pt
12pt
6pt
24pt
12pt
6pt
Omnes Medium Omnes Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;) Omnes Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@#!?£*(:;)
Omnes Medium Italic Omnes Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;) Omnes Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@#!?£*(:;)
Omnes Medium and Omnes Medium Italic are the preferred typefaces for title display use, sub-headers and lists. Omnes Medium and Medium Italic should be used for all main titles and sub-headers where possible. Omnes Medium Italic is more appropriate for display use where used in conjunction with the brand marks. For additional information please see Typesetting on the following pages. Both Omnes Medium and Omnes Medium Italic are available as webfonts for use on websites.
Secondary
Typeface
24pt
12pt
6pt
24pt
12pt
6pt
Avenir Book Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;) Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@#!?£*(:;)
Avenir Book Italic Avenir Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;) Avenir Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@#!?£*(:;)
Avenir Book and Avenir Book Italic are the preferred typefaces for main body copy text use, headers and highlights. Avenir Book and Book Italic should be used for all body copy, headers and highlights. Avenir Roman may be more appropriate than Book when using text white out of a dark background colour to aid text legibility at smaller font sizes. For additional information please see Typesetting on the following pages.
Digital Alternatives
24pt
12pt
6pt
24pt
12pt
6pt
Arial Regular Arial Regualr ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;) Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@#!?£*(:;)
Arial Regular Italic Arial Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 / &@#!?£*(:;) Arial Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 &@#!?£*(:;)
Digital alternative typefaces are for use when the main fonts are not available or not usable in an online context. Arial Regular and Arial Regular Italic should be used for all body copy, headers, sub-headers and lists where possible.
Typesetting
Display Set in Omnes Medium Italic All Title Case
Headers / Highlights Set in Avenir Book All Title Case
Sub Headers Set in Omnes Medium All Title Case
Lists – Set in Omnes Medium All Title Case Terminated by En Dash
Text Alignment — When using type in close proximity to the Roundel and Landscape logo, alignment should ideally be made to the left hand edge of the window frame not the far left of the logo.
Text Highlight Set in Omnes Medium Case as appropriate
Body copy
This may not always be possible where space is limited in which case left alignment to the Roundel is permitted.
Set in Avenir Book All sentence case
Display
Highlight
Sub Header Body Copy
Display text should be used for all large scale typographic elements, especially titles or straplines used in conjunction with the logo. Headers and Highlights can be paragraph opening sentences or text ’pull-outs’, such as quotes, that require emphasis. Sub-headers are used in conjunction with headers to convey additional information
Lists are generally smaller text elements, such as bullet points or menu items, requiring delineation from other text. Text Highlights should be used sparingly as a method of emphasising important information only. Body copy is all main text set in standard paragraphs.
Example Type Setting Welcome to Cotesbach Educational Trust About Us Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. List of items –
Lists
List of items – List of items –
Body Copy
Text Highlight
Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. www.cotesbachschoolhouse.org.uk
04 Brand Application Strapline — Illustration — Tone of Voice —
In order for the brand to be utilised effectively and become established, secondary graphic styling, a tone of voice and brand personality should be created and developed.
The
Strapline In order that the strapline acts as a secondary element to the brand marks and does not predominate, it must always be set in Omnes Medium Italic and placed at a suitable distance.
Heritage · Environment · Arts
Heritage · Environment · Arts Learning experiences for all
Heritage Environment Arts Learning experiences for all
Heritage · Environment · Arts
When the Strapline is used in a left aligned format the bullet points should be removed, but enough leading maintained to allow the three words to breathe.
The ideal placement for the strapline in relation to any brand mark would be twice the standard isolation area. Care should be taken on the sizing of each element to ensure the logo is dominant.
The
Illustration The Illustration can be used as a secondary image asset with the brand marks to provide additional interest and context for promotional materials.
Main Street Cotesbach Leicestershire LE17 4HX — Charity Number: 1126840 Company Number: 6002772