Age UK Home & Brand Guideline Pack A guide to using the ‘Home &’ identity, a new brand of a homeware store and social space, supported by Age UK.
Index 1 1.1 1.2 1.3 1.4
Logo Logotype Size Logo Black & White Logo Isolation Area Logo Do’s & Don’ts
2 2.1
Colour Colour Scheme
3 3.1
Disciplines Individual Disciplines
4 4.1
Typography Home & Typography Contact us
1.1 Logotype size The Home & logo should not be redrawn, edited or altered in any way. Skewing, squashing and stretching are not permitted. The top of the ‘&’ must be aligned with the top of the lettering.
The recommended minimum logotype length is 30mm.
1.2 Logotype (Black & White) When printed in black & white the logotype can be either solid black on white or white out of black.
1.3 Logo Isolation Area The logo must be printed at a legible size as stated in 1.1 and should never have any other object within the below area. There should be a clear space on all four sides as shown. The clear space around the logo must be no less than the width of one of the cropmarks.
&
1.4 Logo Do’s & Don’ts As stated in 1.1, the logo must never be skewed, squashed, stretched or distorted in any way. Pixelation is also not permitted. For visibility reasons, the logo must never be situated on a busy background.
2.1 Colour Scheme Home & has its own colour scheme, ‘Scandinavian Pastel’ which must not be changed or edited. All colours must follow the below, with print in CMYK and web in RGB. The below shows the proportion given to each colour, with the larger percentage colours being primary. (H - Hue, S - Saturation, B - Balance)
#C2D0D6
#F6EFE4
C= 28 M= 13 Y= 14 K= 0
C= 4
R: 194 G: 208 B: 214
R: 246 G: 239 B: 228
R: 201 G: 197 B: 190
H: 197 S: 9
H: 35
H: 38
B: 83
M= 6 S: 7
#C9C5BE Y= 12 K= 0 B: 96
#E7DDD2
#DEEBE0
C= 11 M= 13 Y= 18 K= 0
C= 16 M= 2
R: 231 G: 221 B: 210
R: 222 G: 235 B: 224
H: 31
H: 128 S: 5
S: 9
B: 90
Y= 15 K= 0 B: 92
C= 24 M= 19 Y= 24 K= 2 S: 5
B: 78
3.1 Individual Disciplines There is an individual logo for each activity within the hybrid community space of the store. This is left open for the introduction of possible new ideas. The activity remains consistent in terms of font, and must not be distorted or changed in any way, see section 1.4. The sub-font must be 16pt smaller than ‘HOME.’
4.1 Typography Roboto Thin is the font used for the entire logo, including ‘&’ This font is only permitted. For ‘H ME’ and the sub-activity, a stroke of 1pt is added. The ‘&’ remains 0 stroke.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?& Roboto Thin
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!?& Roboto Thin with 1pt stroke
Contact us: If you have any questions or queries about how to use the Home & brand, please contact us on: Rochelle Bulloch:
rochellebulloch@outlook.com
Dan Phillips:
DJPhillips1@uclan.ac.uk
Steve Brindle:
SPBrindle@uclan.ac.uk
Designer
Artwork Manager
Department Manager