WE SUPPORT, EMPOWER AND ENRICH THE LIVES OF KINGSTON STUDENTS
Name and Strap Line Name The official name for the organisation is “Union of Kingston Students” and must be referred to as such in all communications. Once established it is recommended to refer to the organisation as “the Union” within large bodies of text to avoid repetition. “Union of Kingston Students” must never be abbreviated to UKS. No other clipping or editing of the name is permitted. Departments of the Union can be expressed as “Union of Kingston Student’s X” or “X at the Union of Kingston Students”. “Union” must always be capitalised.
Strap Line The Strap line “We support, empower and enrich the lives of Kingston Students” can be shortened to “We support, empower & enrich” if the font size and space are limited.
Logo - Usage and Limitations
The Union logo consists of the shield with the cougar symbol, and the text “Union of Kingston Students” with the dividing lines either side of “of”. The cougar shape inside the shield is hollow and thus shows whatever colour would naturally be behind it. The text “Union of Kingston students” can be located to either the right, or underneath the shield. Both variants carry equal standing within the use of the branding. For example email signatures, shirt sleeves or landscape business cards. The logo must be visible on all Union art work, displayed against a contrasting background or centred depending on the design.
The shield may exist in isolation but the logo text may not be used in isolation. The logo text may not be altered to say different words while next to the shield. The logo text may be changed in Union designs and Union subsets (such as union sponsored awards) in order to convey ownership of a event which otherwise would not use distinct design or branding. This must not be used with the sheild.
Logo - Usage and Limitations
NB. Grey area exists to reveal white logo example
Nothing must overlap or obscure the logo. The logo has a safe space which must be observed at all times. The clear space is based on the height of the letter “U” taken from the word Union and applies in all four directions as shown in the diagram. On any given page the horizontal logo’s width should be 20% of the shortest edge of the page. The vertical logo’s height should be 20% of the width of the shortest edge of the page.
25.6mm
25mm
The minimum size for the horizontal logo is 25mm width. The minimum height of the vertical logo is 25.6mm. This is so the logo text is the same size in either variant. NB (The sheild size changes depending on the location of the text )
The logo in Union purple is the preferred colour of the logo when used on a white background. When the background is too dark or does not offer the necessary contrast to either red or purple, the logo must be white. This applies to both landscape and portrait variants.
When used on black and white photos, vignette must be applied to create additional contrast in either black or Union purple.
Watermarked photos where the vignette isn’t possible, such as on social media albums, should be watermarked with the landscape logo, in either black or white depending on the photo.
Logo - Do’s and Dont’s The logo must not be altered in any way from the guidelines. The logo must also be predominant in all Union artwork and documentation, in either the Union Purple, Union red, black or white as outlined in this document.
Do not distort height
Do not distort width
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Do not change colours to Non-pallet colours.
Do not encroach on logo
Ensure there is sufficient contrast between the logo and the background colour
Drop shadow can be used with a maximum transparency of 40% to create additional contrast where needed in design work.
Never outline the logo even in pallet colours
Brand Colours Union Purple c86 m98 y0 k30 Pantone® 2627 # 3b1e70 Union Red c0 m90 y85 k0 Pantone® 1795 # ef4136 Lilac c11 m18 y0 k7 Pantone® 665 # cec1d7
Union brand colour consists of purple, red and lilac. Purple is to be used as the primary colour. The logo in this colour will be used in all forms of communication from email, invoices, ID cards and all printed material (Where possible). Red is to be used as a secondary colour to highlight key information or to contrast the purple.
White c0 m0 y0 k0 Pantone® # FFFFFF
The lilac is a third colour used to highlight non salient information or highlight non-essential information which still needs to be seen (e.g. website arrow buttons).
Black c0 m0 y0 k100 Pantone® Black C # 2D2926
Black and white can be used in comibination with any colour combination.
Fonts Font for use in External Communication;
MUSEO SANS 100 MUSEO SANS 300 MUSEO SANS 500 MUSEO SANS 700 MUSEO SANS 900 Museo Sans can be used in any variant (100,300,500,700 or 900) in any external communication. Recommended size is 900 and 700 and heading and sub-headings respectively and any of the smaller denominations as use throughout the text. No alteration of the kerning is permitted.
MUSEO 300 MUSEO 500 MUSEO 700 Museo Sans can be used in any variant (300,500 or 700) in design work where a different font is beneficial to highlight a difference in content or quality. NOT to be used in isolation and is to be used sparingly. Font for use in Internal Communication;
Arial Arial Bold To be used in systems where digital communication is needed but the recipient will not have the custom Museo fonts. E.g emails, Internal communication nextworks ect...
Other Union sub-brands While it is important for events and departments of the Union to have an identity, it is necessary for them to incorporate an aspect of the brand. This is best done through making the font Museo Sans wherever possible.
Cougar Colours Navy c100 m90 y10 k77 PantoneÂŽ 2767C # 13294B Sky Blue c85 m21 y0 k0 PantoneÂŽ 7461C # 009CDE
Cougar colours can be used in any combination with white. The primary colour being the navy blue and sky blue acting as a secondary colour for contrast. Black and white can be used in comibination with any colour combination.