BRAND GUIDELINES
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3 About these guidelines .............................................................. 5 Our brand – who we are .......................................................... 6 Our values – what we believe in ........................................ 8 Brand behaviours – how we act .................................... 10 Tone of voice Tone of voice – how we sound ........................................ 12 Applying our values through words 14 Guidelines for writing the Winchester way ............ 15 Primary identity General rules .................................................................................... 19 Our logos – when to use them 20 Use of primary logos ................................................................ 22 Primary logos – dark on light ........................................... 23 Primary logos – light on dark 25 Use of heritage logo ................................................................. 27 Use of the Coat of Arms ........................................................ 28 Logo placement – portrait 31 Logo placement – landscape .......................................... 32 Logo placement – over image ........................................ 33 Logo usage – minimum size ............................................. 34 Co-branding – institutional ................................................. 35 Co-branding – partnership ................................................. 39 Colour Colour palette – strong & soft .......................................... 42 Colour gradients .......................................................................... 44 Typography Primary font 46 Secondary font .............................................................................. 47 System font ...................................................................................... 48 Typographic rules 49 Design toolkit Hatching pattern 51 Hatching sizing ............................................................................... 52 Rounded boxes .............................................................................. 53 Gradient usage 55 Boxed headings ............................................................................. 56 CONTENTS
4 Infographics Diagrams ............................................................................................. 60 Tables & charts ................................................................................ 61 Photography Campaign ............................................................................................ 63 General .................................................................................................. 64 Portraits 65 Applications Print advertising – six sheet................................................. 68 Prospectus .........................................................................................69 Website 71 Pull up banners .............................................................................. 72 Online advertising ......................................................................... 74 Exhibition stand .............................................................................. 76 Lamp-post banners ....................................................................77 Flyers ....................................................................................................... 78 Reports .................................................................................................. 79 Business cards ............................................................................... 80 Social media – Instagram ....................................................... 81 ID – Lanyard & badges ............................................................ 83 Templates PowerPoint ......................................................................................... 85 Report covers 86 Miscellaneous Print specifications ...................................................................... 88 Contacts................................................................................................ 89
ABOUT THESE GUIDELINES
CLARITY + CONSISTENCY + IMPACT = BRAND STRENGTH
These guidelines show how we should communicate with all audiences, in all formats and arenas. They have been developed to collectively empower us to build a clear, constant and powerful image of the University of Winchester, whilst providing enough creative flexibility to ensure design outputs can be tailored to specific tactical needs. All while ensuring all communications reflect the overall University of Winchester brand – building a distinctly memorable and unmistakably identifiable picture of who we are and what we stand for.
This document covers the strategic building blocks that make up our brand story as well as visual identity elements that give life to the brand such as logo, colour, font and photography.
Who are these brand guidelines for?
These guidelines are for anyone who is producing work about us, for both external and internal audiences. They are not purely for people with ‘designer’ in their job title. You may be a member of the design team, an outside agency or a member of teaching or support staff. Although predominately concerning ‘design’, they are not limited to visual outputs – they also provide guidance for written and spoken communications.
Our brand is not just the platform for our marketing and communications tool. It can be used as a creative springboard to develop new ideas, approaches, courses; it can help assess, improve and refine activity we already undertake; It can help appraise new ideas for University of Winchester ‘appropriateness’ and also streamline areas which no longer fit with who we are. A brand can be a method for measuring performance – both across whole faculties and our own individual contribution. It can be the lens through which we view everything we do.
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OUR BRAND WHO WE ARE
Our brand is driven by our long standing mission:
To educate, to advance knowledge and to serve the common good.
The brand guidelines contained in this document are designed to translate and communicate information across different mediums with a consistent look, feel and style that supports us in achieving these key objectives.
Our strategic plans, enabling sub-strategies and operating plans will be enabled by our brand identity in distinguishing us as a unique provider of Higher Education and a catalyst for change.
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THE PLACE TO BECOME THE PLACE TO BE MORE THE PLACE TO BE THE DIFFERENCE
OUR VALUES WHAT WE BELIEVE IN
As a university, we have always been – and will always be – led and driven by our values.
As the world around us changes, we have accepted the challenge to change with it and move forward with confidence. Our reimagined values reflect our past and speak to our future.
As a community, we value:
The love of learning
As individuals and as a community, we seek to discover new ideas, and understand new perspectives. We pursue both a depth and breadth of knowledge. We celebrate academic excellence and intellectual challenge. We seek to understand the perspectives of others and we welcome respectful debate, listening to views which may differ from our own with interest and defending our own with reason and humanity.
Individual and shared endeavour
As individuals and as a community, we seek to bring our best to our work and our study. We commit to striving to be successful, to do things well and play our part. We recognise that excellence only comes with effort and persistence. We are confident and
believe in ourselves, collectively and individually.
We are a welcoming, professional and respectful community. We see working together in partnership – in our own community and beyond it – as key to expanding our horizons and creating opportunities.
Making a difference
From our Church of England foundation in 1840, built upon deeply held principles of creating a better world for everyone through education, we continue to play our part to ensure lasting change in the communities we serve through transformational education, impactful research and enduring partnerships.
We make a difference by educating graduates who will create a better, fairer world with enthusiasm, energy and creativity. We make a difference undertaking and sharing research which will inform and enable lasting change.
We make a difference to our world by committing to care for it and live in it sustainably. We make a difference to each other by behaving with humanity and respect, recognising that we each make a worthy contribution to a community which we value and of which we are all an important part.
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THE LOVE OF LEARNING + +
INDIVIDUAL AND SHARED
ENDEAVOUR MAKING A DIFFERENCE
BRAND BEHAVIOURS HOW WE ACT
In everything we do we are driven to act in a way that reflects our persona:
We are:
• confident, innovative and creative
• forward looking
• meaningful and relevant
• dedicated to excellence
• proud of our reputation
• unafraid to tackle big issues
• proud of our transformative role
• united with a shared sense of purpose
• introspective and outward looking
• welcoming, diverse and inclusive
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TONE OF VOICE
TONE OF VOICE HOW WE SOUND
This outlines the effect we want to create when we communicate with people – and how to achieve that effect. In short, what we say, why we say it and how we say it. This is our tone of voice.
Tone of voice encompasses word choice, order, rhythm and pace. It informs and moulds everything we write and speak, in all formats and arenas.
Establishing a clear tone of voice enables us to connect with our audience and stand out from the crowd. It conveys our brand values, our personality and our ambition. It is a reflection of us and ideally those who belong to the University of Winchester community, what drives us, and what we want to share with others.
Adhering to tone of voice guidance will also help ensure consistency of communications across the board, making it easier for people to develop the right perceptions of our brand to all stakeholders and partners.
Tone of voice is equally as important as your visual brand (how you look), especially when considering that while not everyone ‘designs’, everyone writes and speaks.
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TONE OF VOICE HOW WE SOUND
Although we speak to a vast range of audiences, our tone of voice should always remain constant. It is built on the following six principles or ‘pillars’. We ask that you write in a way, which:
1. Is aspirational and confident but never arrogant
2. Appeals to emotion as well as rationality – highlighting benefits and the ‘intangible’
3. Is warm, authentic, truthful and transparent
4. Is bold but never pompous or over-the-top
5. Speaks in the voice of an adult talking to adults
6. Is personal, not corporate – people here are known by name not number
Your voice will always be as per the six ‘pillars’, but tone is meant to be dialled up or down depending on the circumstances. Adopting tonal variation can empower us to be more human, friendly and conversational when appropriate, and more formal when necessary, all whilst conveying professionalism and authenticity.
When thinking about tone, there are three considerations:
Audience
Who are you talking to/with? What will tone impart on this conversation?
Channel
How are you communicating? Are you writing a blog? Inviting someone to a lecture? Or writing a funding application?
Call to action
How do you want people to react? What do you want them to do?
As well as dialling up and down the potency of these six ‘pillars’, you also have the flexibility to write from different perspectives. What do we mean by this? Peer to peer communications is incredibly powerful and should be used wherever possible. Prospective students, for example, want to know what our current students think or what they have gone on to achieve. However, there is a time when they also want to hear from a course leader and other moments when the voice of the University of Winchester needs to be used.
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APPLYING OUR VALUES THROUGH WORDS
Our values represent what we do and how we act at all times in all circumstances. It is important that we incorporate these values into our language where possible, and imperative that nothing we write or speak contradicts them.
The love of learning
• We speak with passion and convey depth and breadth of knowledge where appropriate
• We are intellectually curious
• We strive to understand others
• We don’t hide from a challenge (we never ‘sugar coat’)
• We celebrate improvement, achievement and fulfilment
• We answer with appropriate clarity, so that people can understand
Individual and shared endeavour
• We promote the opportunities that arise from this
• We emphasise the relationship between the individual and the many
• We cherish the positive nature of partnership
• We never limit our horizons
• We bring out the best in ourselves and others
• We treat others with respect
Making a difference
• We celebrate achievement
• We promote our role as a catalyst for change
• We communicate our commitment to a better, fairer world
• We achieve through understanding, respect and a human approach
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GUIDELINES FOR WRITING THE WINCHESTER WAY
It is possible for you to write from different perspectives in different scenarios whilst still being true to our guiding tone of voice principles. Writing from a student perspective does not mean that the language needs to be overly trendy; the voice of the course leader or University of Winchester should not be laden with academic buzzwords or jargon.
1. Be clear – short and succinct, avoid three-letter acronyms
INSTEAD OF SAYING…
Policing and Criminal Investigation at Winchester has been specifically designed for police student officers who are enrolled within the Police Degree Apprenticeship Scheme, students who have an interest in a policing career as a police officer or member of police staff, or those who have an interest in police-related subjects such as criminology, forensic science, psychology and sociology.
… SAY…
We now offer a new Policing and Criminal Investigation course. If you are enrolled on a Police Degree Apprenticeship Scheme or looking for a career in the police force, this course is ideal for you. If you are interested in criminology, forensic science, psychology or sociology, this new, specialist programme will provide new perspectives for you to consider.
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2. Be personal – true to our personality, active language, use ‘we’ and ‘you’
INSTEAD OF SAYING…
Support and encouragement is given at University of Winchester to all UGs and PGs.
University of Winchester offers outstanding courses in Primary Education.
Students on this course will learn…
… SAY…
We encourage and support all our students. We offer outstanding Primary Education courses. On this course, you will learn….
3. Be direct – use fresh and distinctive language, relevant to target audience and channel
INSTEAD OF SAYING…
Creative Writing with English Language Studies at Winchester allows you to explore language via workshops designed to encourage your development as writers in new and individual ways.
… SAY…
If you dream of becoming a professional writer, our new Creative Writing with English Language Studies course is perfect for you. In this course, you will be encouraged to actively participate in workshops that will help you craft and develop your own uniquely personal style of writing.
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4. Be specific – bring to life with real stories, sparing use of most recent statistics
INSTEAD OF SAYING…
Our students are highly employable, with many starting work immediately after their graduation.
…
SAY…
Over 94% of our students are either employed or in further study within the first six months after their graduation. Becca Radcliffe, who is in her third year studying Criminology with us, tells us: “My course has been amazing, really world class. My tutor helped me organise a summer placement with the Met Police. This experience has secured me a job with them straight after I graduate.”
5. Be consistent – everything we produce should read in the same style, stick to the editorial style
An A-Z of our editorial conventions (dates, numbers, departments, job titles and so on) is available in an editorial guide from the Communications and Marketing section of the Intranet.
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PRIMARY IDENTITY
GENERAL RULES
The main ethos behind our brand is to call on the long history and rich heritage of both the University and City of Winchester, and to combine this with our modern, cutting edge facilities and approach to education. This is represented by using both serif and sans serif fonts, the University shield and the new design elements of the Design Toolkit (see page 50.)
To execute the brand correctly, here are a few guiding principles for you to follow:
• Simplicity is key
• Be sparing when using design elements taken from the Design Toolkit, only a light representation is required
• Clarity in the representation of the key message is essential
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OUR LOGOS WHEN TO USE THEM
There are three University logos:
1. The Primary Logo – Tier One Material
The Primary logo is the predominant logo and will be used in most cases. It is a more rationalised version of the Heritage logo.
2. The Heritage Logo – Tier Two Material
The Heritage logo draws on the history of the University, from when it was first established as the Winchester Diocesan Training School in 1840. This logo is embelished with the University motto ‘Wisdom Ond Lar’, which means ‘Wisdom and Knowledge’.
3. The Coat of Arms – Tier Three Material
This is the original Coat of Arms given to the University in 2008. Its use is described in more detail on page 28. There is also a full-colour version available.
1.
The Primary Logo
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Material produced by the University is split into three distinct tiers, each of these logos is assigned to a tier and it’s important to use the correct one. The materials in each tier are listed on pages 28, 29 and 30.
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2. The Heritage Logo
3. The Coat of Arms
USE OF PRIMARY LOGOS
The Primary logo is a simplified version of the Heritage logo, but has no established year or motto. It comes in square & banner logotypes. This more streamlined version is the predominant logo for Tier One and will be the correct choice in the majority of situations.
In the hatching method of heraldist Petra Sancta, the diagonal lines in the chequers represent the colour purple, which is the University’s primary hue. The hatching is used as motifs throughout our brand and are essential to our identity.
The Primary logo should be used on:
• Marketing communications for all students and their influencers
• Websites
• Co-branded material
• Wayfinding and signage
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PRIMARY LOGOS DARK ON LIGHT
The main logo should be used as a banner logo wherever possible. BANNER LOGO
The logos are shown within their safe areas. This safe area is measured by using the letter ‘W’ from the word ‘Winchester’ in the logo. This can be a solid block of colour, or if you wish, completely transparent. However no other logo or graphic is to enter this area.
‘Safe area’
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SQUARE LOGO
PRIMARY LOGOS LIGHT ON DARK
Here the logos are shown over a solid block of colour. A solid block of colour is to be used when the background is such that the legibility of the logo could be compromised. You may use any colour from our palette however it is worth noting that University of Winchester purple is the primary colour.
Please note that the pages of the book at the top of this shield are solid white. This is so that the pages are always lighter than the background colour.
The main logo should be used as a banner logo wherever possible. BANNER LOGO
‘Safe area’
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26 SQUARE LOGO
USE OF HERITAGE LOGO
The Heritage logo is a rationalised version of the original Coat of Arms. Its more modern interpretation reflects the forward looking nature of the University. It is used predominantly in Tier Two.
We are proud of our long history so the year we were first established is featured on this logo. Also featured is the motto ‘Wisdom Ond Lar’ which was inspired by the preface of King Alfred’s translation of Pope Gregory the Great’s Regula Pastoralis, which frequently refers to both wisdom and knowledge.
As in our Coat of Arms, the two lions are derived directly from the Arms of the City of Winchester.
The Heritage logo should only be used on:
• VIP events material (invitations and brochures)
• Some promotional material where the heritage of the University is significant
Banner and stacked versions of this logo are also available for use.
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USE OF THE COAT OF ARMS
The University Coat of Arms is both an official mark of authorisation and an icon for selected marketing communications. Its use is strictly regulated to ensure its value is not diluted and its use communicates gravitas and status. It is used predominantly in Tier Three.
The Coat of Arms should not be used in place of the University logo. If being used independently of the logo it should clearly be within the context of the University of Winchester. The Coat of Arms should never appear with the University name attached to it.
The Coat of Arms should only be used on:
• Degree certificates
• Degree promotional material
• Graduation promotional material
• Corporate and alumni gifts
• High level corporate literature
• Invitations to certain prestigious events
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USE OF THE COAT OF ARMS
The Coat of Arms should not be used on communications materials (for example prospectuses, posters, flyers, course leaflets and other brochures). In these cases please use one of the Primary University logos.
The shield may be used on Winchester Student Union sports clothing and kit with approval from the Director of Communications & External Relations.
Permission to use the Arms or the Shield must be sought from the Head of Marketing and it must be reproduced in accordance with these guidelines.
The Coat of Arms must not be modified in any way, and must always be used in its entirety – individual elements cannot be used separately.
Please note that the Coat of Arms should be used at a minimum height of 35mm to protect its legibility. Both versions of the Coat of Arms are available as vector files, these should be used in order to assure quality of print and clarity of the Coat of Arms on printed materials.
There is a minimum exclusion zone around the Coat of Arms –always ensure that nothing falls within this area, to ensure that the Coat of Arms remains clear and has maximum impact.
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Minimum size 35mm height
Exclusion zone based on dimensions of castle
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colour version
Full
version
Mono
LOGO PLACEMENT PORTRAIT
This diagram shows the preferred positions of the various logos when the artwork is portrait. Whenever possible place the landscape logo on the right hand side. However, if because of page content or background image an alternative corner would result in a more simple and clearer overall presentation, then you have the flexibility to do that.
The following examples show the most common placements, you should try these first.
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LOGO PLACEMENT LANDSCAPE
These diagrams show the preferred positions of the various logos when the artwork is landscape. The principles are the same as previously stated for portrait placement.
The following examples show the most common placements, you should try these first.
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LOGO PLACEMENT OVER IMAGE
Our logo must always be clearly visible.
When using the logo by itself you must make sure the background is clear and uniform in nature so that the logo is easy to see. This is especially important when placing the logo over an image.
On the right are some examples, good and bad illustrating this point.
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LOGO USAGE MINIMUM SIZE
Here are the minimum sizes at which you can display our logos.
Files for all the logos are available. The relationship between the shield and the logo text must remain as it is seen here.
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40mm 35mm
BANNER LOGO SQUARE LOGO
CO-BRANDING INSTITUTIONAL
We have five Faculties, numerous Departments and a range of Centres, Institutes and other groups. Where there is a need for a logo to identify different parts of the University, it needs to fall within the new branding - an example, for the Business School, is shown here. Separate logos falling outside of this framework are not allowed.
Outlined here are a few principles for designing sub-brand logos. Due to the variation in the number of letters in each school name, each logo should be specifically designed for that school.
When designing school logos please follow these guidelines:
• Layout the text relative to the shield as shown. You may need two or three lines for the various names, but aim to use the least number of lines possible
• The text ‘University of Winchester’ and the underline between are fixed as the two are part of our logo. They should be scaled as one element. The whole block including the logo should fit within the height marked ‘y’ boundary. This needs to be scaled appropriately so institutions name is legible and the logo does not become too small.
• Make sure that the logo has a boundary vertically of ‘x’ between the shield and the edge of the safe area. ‘x’ is the equaivalent of the height of 2 chequers from the shield as highlighted
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2/3 of chequer width
‘University of Winchester’ and the underline are fixed and cannot be changed, however they can be scaled up or down to accommodate different school name lengths.
Business School
Because of the inclination of the ‘W’, you have discretion to indent the name so that the first letters of each line appear to be aligned.
Business School
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x x Safe Area x x y x
CO-BRANDING INSTITUTIONAL
Here is an example of a logo with a long name. The name is over three lines.
Here are the steps that were used in making this particular logo:
1. For ease, base your design on a previous logo file and leave the shield where it is. The files are available from our Design Manager (see back page for contact details)
2. Choose natural line breaks in the name. In this case ‘Hoare Centre for Responsible Managment’ is the key part of the name and so it occupies a single line
3. Arrange the rest of the name under the first line
4. The line directly above the name and below the Winchester text should only change in length, the line weight must remain the same. This may vary in length depending on the institutions name. The whole block including the logo should fit within the height marked ‘y’ boundary. This needs to be scaled appropriately so institutions name is legible and the logo does not become too small.
5. Make sure that the logo has a boundary vertically of ‘x’ between the shield and the edge of the safe area. ‘x’ is the equaivalent of the height of 2 chequers from the shield as highlighted
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2/3 of chequer width
‘University of Winchester’ and the underline are fixed and cannot be changed, however they can be scaled up or down to accommodate different school name lengths.
Because of the inclination of the ‘W’, you have discretion to indent the name so that the first letters of each line appear to be aligned.
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x x Safe Area x x x y
CO-BRANDING PARTNERSHIP
Always use a ‘Sponsor Bar’ when showing a collection of logos. The width must be from margin to margin as shown on the right, however the height can be adjusted to accommodate the proportions of the logos you are using. The maximum height is one sixth the height of your layout within the margins as shown by the dotted line.
As mentioned previously, the Primary logo as a banner is the predominant logo and should be used first. In terms of proportions, there may be situations where one of the other logo options is a better choice because it fits better with the other logos being used.
Please observe the guidelines regarding ‘safe area’. However, when using our logos in a sponsor bar, an ‘extra safe area’ is required. This is made by taking the ‘E’ from the logo and rotating it around the original ‘safe area’, as shown on the next page.
If the partner logos are more portrait in proportion then their maximum height is determined by the ‘safe area’, and if landscape proportion, by the height of the shield.
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1/9 height of area within margins 1/6 max height of area within margins
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‘Extra
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‘Safe Area’
Safe Area’
COLOUR
COLOUR PALETTE STRONG & SOFT
The University of Winchester colour palette is divided into ‘strong’ & ‘soft’ colours.
Purple
C64 M100 Y0 K0
R123 G33 B130
#7b2182
Orange
C0 M69 Y100 K0
R236 G105 B7
#ec6907
Green
C90 M20 Y50 K0
R0 G143 B139
#008f8b
Cool Grey 1
C1 M0 Y3 K15
R226 G226 B223
#e2e2df
Cool Grey 6
C1 M2 Y0 K38
R181 G180 B181
Warm Grey 1
C0 M1 Y5 K18
R222 G220 B214
#dddbd6
Warm Grey 6
C0 M9 Y13 K40
R176 G167 B158
Yellow
C0 M25 Y95 K0
R253 G203 B0
#fdc400
Blue
C100 M30 Y5 K0
R0 G128 B194
#0080c2
#b4b3b4
Cool Grey 11
C44 M34 Y22 K77
R83 G86 B90
#53565A
#b0a79e
Black
C0 M0 Y0 K100
R0 G0 B0
#000000
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80% Tint 80% 80% 80% 80%
STRONG SOFT
COLOUR PALETTE STRONG & SOFT
The following rules are to be used when applying colour to your artwork:
• University of Winchester purple is the predominant colour. Consider this colour before any other.
• You cannot use two strong colours together. A strong colour can only be used with a soft colour or a tint.
• If you are producing a range of artworks, for example a set of banners or a campaign, you should use a consistent colour combination throughout.
• If producing multiple page documents, you may use a different strong colour for each chapter.
• You may use as many soft colours as you wish, however at least one colour from the strong palette must be present.
• When using greys, to ensure consistency, only use the greys (or tints of) shown in the palette.
• Tints can be used for all colours, but for the strong colours take care to ensure they do not looked ‘washed out’ if used on their own. We recommend not using them lighter than 80%.
CMYK, RGB and HTML values are shown on page 42.
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COLOUR GRADIENTS
There are 4 master colour gradients. The following rules are to be used when applying the gradients to your artwork:
• The gradient always fades from Winchester purple to the other strong colours in the palette.
• Consider a ‘colour theme’ for a short document like a flyer (ex. Purple/Green) and don’t mix them with other strong colours and gradients to avoid it looking too busy.
• If producing longer multiple page documents, you may use a different gradient in each chapter for example.
• If gradients are too prominent in your design you can overlay them with a multiplied black colour. The example shown on the right is set at 20%. It can be used at higher percentages to create a textured almost black background. Always use the .ase colour file provided in the toolkit. Please see ‘Gradient usage’ on page 55 for further information.
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Purple / Green
#7B2182 #008F8B
Purple / Orange
Purple / Yellow
Purple / Blue
#7B2182 #FDCB00
#7B2182 #EC6907 #7B2182 #0080C2
Overlay 20%
Overlay 20%
Overlay 20%
Overlay 20%
TYPOGRAPHY
PRIMARY FONT
We have two fonts: Trajan and Raleway. Trajan is our primary font, we use it to reflect the heritage in our brand. Here are a few rules to help you choose the appropriate font:
• Use Trajan for formal headlines and straplines.
• You can use Trajan for informal headlines and straplines as well if you wish, however you do have the option of using Raleway instead.
• If the content of your artwork is more fun or casual you may find Raleway is better suited.
• Use Raleway for all body copy and subtitles.
TRAJAN PRO 3 LIGHT
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
TRAJAN PRO 3 REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
TRAJAN PRO 3 SEMIBOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
TRAJAN PRO 3 BOLD
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
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TRAJAN
SECONDARY FONT
Raleway font is our sans serif alternative which we use to compliment Trajan. It’s a crisp and clear font that gives our brand a modern touch.
Raleway Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
Raleway SemiBold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
Raleway Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
Raleway Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
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Raleway
In the event Raleway cannot be accessed, Arial is our alternative system based font and can be used for email, internal documents and presentations or to deliberately offer an alternative to enhance accessibility.
Raleway should always be prioritised as the core presentation/brand publishing font for external communication.
Arial Regular
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
WXYZ 1234567890 €£&@?!/+(.,:;)
Arial Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
WXYZ 1234567890 €£&@?!/+(.,:;)
Arial Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890 €£&@?!/+(.,:;)
SYSTEM FONT Arial
Arial Italic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUV
WXYZ 1234567890 €£&@?!/+(.,:;)
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TYPOGRAPHIC RULES
Here are some key variables we’ve used to achieve a consistent look in our typography:
LOREM IPSUM Lorem Ipsum
A typical Trajan headline will have tracking of -45 and a leading size equal to the font size.
See ‘boxed headings’ page 57 for more information on Trajan headline styling.
A typical Raleway headline will have tracking of +0 and a leading ratio equal to the font size.
Lorem Ipsum
A typical Raleway subtitle will be in semibold and when used with body copy will be between 10pt & 12pt have tracking of +0 and a leading of approximately 16pt. This should be adjusted proportionately depending on the font size.
Lorem Ipsum
Raleway body copy will be in light or regular between 10pt & 12pt have tracking of +0 and a leading ratio of approximately 16pt. This should be adjusted proportionately depending on the font size.
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1 .Trajan Headline
2. Raleway headline
3. Raleway Subtitle
5. Body Copy
DESIGN TOOLKIT
HATCHING PATTERN
The hatching pattern is an important part of our brand. It emulates the hatching used on our shield and as such help strengthen our identity.
The basic hatching pattern is the square arrangement shown here. This shows a combination of 4 hatching squares which are joined where you see the dotted lines.
Just like building blocks, multiple hatching blocks can be combined together to make new motifs, rectangles or larger squares as seen to the right. As with the designated colour combinations you may use strong and soft coloured diagonal units together, or simply one colour for all.
Interesting effects can be achieved by placing the hatching over an image or using multiple versions joined together.
Hatching must always run from top right to bottom left.
Always use the files provided in the toolkit and do not design your own hatching.
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HATCHING SIZING
Hatching may be scaled up or down to fit your layout but you should ideally not use multiple sizes in one layout or page. It is also available in all our brand colours and can be reversed out too.
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200% 100% – Reversed 50% 25%
ROUNDED BOXES
The rounded boxes provide an enclosing device and work together with the hatching pattern. The boxes can be used as often as you like, but normally using less on a layout is more effective. They can either be used as a solid shape or outlined.
• They can fit together like on the right to create interesting block clusters.
• For outlined boxes the line thickness/weight can vary to suit your design but do not make it thicker than the hatching if used together. The line should be inset within the box so it can be aligned with other shapes.
• The radius corner can be used on a maximum of 2 corners of each box. If using 2 corners the radius should be equal or not noticeably different.
On the following page we have shown some examples of how they can be applied.
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ROUNDED BOXES
Ultor loc ma, ta pota, ne anum ocultus, consulum preme tabit; non sa audacip imanterum incertio ublinteme iu et pulla dentero remquam conloct ortere ips, cusse huit finatabis inati.
Ultor loc ma, ta pota, ne anum ocultus, consulum preme tabit; non sa audacip imanterum incertio ublinteme iu et pulla dentero remquam conloct ortere ips, cusse huit finatabis inati.
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Image fill
Overlay (Solid with text + Image fill)
Overlay (Image fill + Outlined with text)
Overlay (Outlined with image fill)
GRADIENT USAGE
The gradient can be used in several ways:
• As a background block to overlay images on.
• Applied to a rounded box outline.
• Applied to a solid box. If you are overlaying text make sure the contrast of the text is sufficient to pass accessibility standards (AA) using an online contrast checker such as: webaim.org/resources/contrastchecker
• Use the gradients sparingly in one design or they can become too overbearing.
• Always use the gradient swatch (.ase) files provided in the toolkit. The gradient should always fade from left to right.
Ultor loc ma, ta pota, ne anum ocultus, consulum preme tabit; non sa audacip imanterum incertio ublinteme iu et pulla dentero remquam conloct ortere ips, cusse huit finatabis inati.
Ultor loc ma, ta pota, ne anum ocultus, consulum preme tabit; non sa audacip pulla dentero remquam conloct ortere ips, cusse huit.
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Outline
Solid filled shape
Background block to overlay other elements
The gradient is a useful design element that can help highlight information and add vibrancy to your designs.
The boxed headings are a design feature and can also provide a way to make headings stand out. The effect is achieved by using the ‘shading’ function in Adobe InDesign. This can be found under ‘Paragraph Borders & Shading’. The offsets should be set in order to achieve the spacing illustrated on the right.
BOXED HEADINGS THE PLACE TO LEARN
If you are not using Adobe InDesign then you can achieve this by overlaying the text on a solid box but following the spacing guidance specified on the right.
The headings can be set in white text for overlaying on all the ‘Strong’ palette except yellow where the text must be set in black to ensure sufficient contrast. The headings will pass accessibility standards for contrast to ‘AA’ provided they are set to 14pt or larger.
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x 0.25x 0.25x 0.25x 0.25x 0.25x 0.25x
The first line of text is emphasised on these examples using the ‘regular’ weight of Trajan, followed by the ‘light’ weight on the second line. This is optional depending on the title you are using and the emphasis you require.
If using the coloured text on a white box heading then you must not use text in yellow. This will not be sufficiently contrasted for passing accessibility standards. If in doubt please refer to; webaim.org/resources/contrastchecker
BOXED HEADINGS THE PLACE TO CALL HOME THE PLACE TO BE YOU
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Coloured text on white
Black text
Boxed headings are versatile and can also be placed over images. This has the added benefit of meaning that contrast over the image is not compromised like it can be when overlaying an image with standard text.
Below you can see two examples. The first shows the heading breaking into the image and the second show the title contained within the rounded image box.
Breaking into the box
THE PLACE TO LEARN
THE PLACE TO MAKE MEMORIES
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Inside the box
INFOGRAPHICS
DIAGRAMS
Wherever possible diagrams or infographics should be kept simple. Do not over design them. Thin line Icons can be used to help signpost visually too. The gradients can also be used minimally to add some stand out, but don’t overuse or it will become too busy.
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Departmental Operational Plans Operational Plan Strategic Plan Enabling Strategies Research and innovation Strategy Education and Student Experience Strategy People Strategy Digital Strategy Estates Strategy Finance Strategy Faculty Operational Plans Purpose People Place Partnerships Transformational Education To Educate evreS t h e commongood Advance Know l e d eg Individualand shared endeavour P e o p l e Love ofLearning P a r t n e r s h ip s Pla ce Makingadiference Purpose
TABLES & CHARTS
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11.6 22.7 65.7 Pie Chart Line graph Table 60% 55% 50% 45% 40% 14/15 15/16 16/16 17/16 18/16 19/16 Legend 1 Legend 2
FINANCIAL KPIs 2022/23 2021/20 Description goes here 12.7% 9.1% Description goes here 11.4% 8.7% Description goes here 1.0% 0.5%
Graph Title
PHOTOGRAPHY
CAMPAIGN
This is our campaign photography and has been created in line with our undergraduate campaign ‘The place to become’.
There are two strands to our campaign photography. For large campaigns, we feature a ‘before and after’ transformation that mimics cross processing. The ‘before’ represents the student before they begin their university journey and the ‘after’ represents them as graduates working in their chosen profession.
For other campaigns, we use single headshots showing students contemplating their potential transformation and how that could make a difference to them and the world.
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GENERAL
This photography style is all about creating that atmospheric feel of Winchester.
When possible, we want to capitalise on beautiful natural light. Photography that is interestingly lit incorporating dappled light, sunsets and sun rise shots with lens flares can create strong impact. We already have a number of excellent library photographs of the city and our campus which can also be used. However if you are commissioning new images, they must champion our state-of-the-art facilities and the beautiful green spaces on our campus and it surroundings. Try and use interesting angles for group shots like shooting on a downwards plane. Architecture that is framed with a straight on angle can also be strikingly graphic and expressive.
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PORTRAITS
We have two types of portrait photography. The first is shot in a reportage style and people should be ‘actively doing’.
Subjects should be shot in their natural working environments, either engaged in their work or in deep thought or reflection.
This puts the viewer in “observation mode”, and it makes it feel as though you’re gaining a glimpse into the thoughts and private moment of the person portrayed.
A depth of field should be employed to emphasise the focus on the student.
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PORTRAITS
The second style of portrait photography is ‘direct to camera’.
Subjects should be looking directly into the lens of the camera, to create a connection between the person being photographed, and the person viewing the photo.
Subjects should be shot with a large depth of field, to ensure the person the focus of the photograph. This style of shot will primarily be used for student testimonials or in conjunction with a quote.
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APPLICATIONS
PRINT ADVERTISING SIX SHEET
THE PLACE TO BE YOU
winchester.ac.uk/apply
THE PLACE TO BECOME
winchester.ac.uk/apply
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PROSPECTUS
Learn from our inspirational academic staff in our modern teaching and learning facilities. We have specialised facilities for some courses to ensure you get hands-on experience to support your success in your chosen industry.
We are particularly proud of our Forensic, Psychology, Sport and Archaeology laboratories; Nursing Clinical Practice Rooms; Physiotherapy Suite; Music Studios; Digital Design Studio; Multimedia Centre; and Performing Arts Studios.
THE PLACE TO BE
Winchester is a beautiful, quintessential English city with a rich heritage and vibrant contemporary culture. There’s so much on offer for foodies, festival goers, walkers, sport lovers, art and history enthusiasts, shopaholics, and those who enjoy a good night out. Winchester has excellent transport links. Reach London or the coast in an hour and Southampton Airport is just a 10-minute train journey away.
General spreads
THE PLACE TO LEARN
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PROSPECTUS
Campaign
BECOMING: JAKE SMITH
Nam, qui corit periori busdae evenda cusam, cus consed quam quisquost omnihil imi, commoditas eossunt isimaxim am que omniatio quam quam dolupid molupti resed ut quiaeprae eic tem que voloritibus quaspid qui consequis acerum non coratur simagnimus nis ullautem nobis doluptatium sera que eligni quos expeliquo quodipis voluptatur?
winchester.ac.uk/become
BECOMING: OMOLARA OLADIPO
Nam, qui corit periori busdae evenda cusam, cus consed quam quisquost omnihil imi, commoditas eossunt isimaxim am que omniatio quam quam dolupid molupti resed ut quiaeprae eic tem que voloritibus quaspid qui consequis acerum non coratur simagnimus nis ullautem nobis doluptatium sera que eligni quos expeliquo quodipis voluptatur?
winchester.ac.uk/become
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specific spreads - ‘Becoming theme’
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WEBSITE
- ‘Becoming theme’ THE PLACE TO BECOME WWWWWWW WWWWWWW WWWW Ultor loc ma, ta pota, ne anum ocultus, consulum preme tabit; non sa audacip imanterum incertio ublinteme iu et pulla dentero remquam conloct. ortere ips, cusse huit SEE OUR VALUES THE PLACE TO BE THE DIFFERENCE Ultor loc ma, pota, ne anum ocultus, consulum preme tabit; non audacip imanterum incertio ublinteme pulla dentero remquam conloct. ortere ips, cusse SEE OUR VALUES
Campaign banner
PULL UP BANNERS
THE PLACE TO BECOME
THE PLACE TO BECOME
THE PLACE TO BE THE DIFFERENCE
THE PLACE TO BE THE DIFFERENCE
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Campaign themed ‘Becoming’ General
PULL UP BANNERS
DEPARTMENT OF
SPORT HEALTH & EXERCISE GEOGRAPHY
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Course specific
ONLINE ADVERTISING
THE PLACE TO BECOME
Begin your transformational journey at the University of Winchester
BOOK NOW
Saturday 23 September 2023
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MPU
ONLINE ADVERTISING
THE PLACE TO BECOME
BOOK NOW
Saturday 23 September 2023 Leaderboard
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your transformational journey at the University of Winchester
Begin
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Accounting and Finance Acting and Drama Animal Science Anthropology Archaeology Architecture Biomedical Science Business Management Childhood Studies Classical Studies Computer Science & Cyber Security Creative Writing Criminology Digital Design Economics Education Studies English Event Management Fashion Film Forensics Geography Health and Social Care Health and Wellbeing History Journalism Law Liberal Arts Marketing Mathematics Media and Communication Music Musical Theatre Nursing Nutrition Philosophy, Theology and Religions Physiotherapy Policing Politics Primary Education Psychology Public relations and Advertising Social Work Sociology Sport and Exercise
TO FIND US THE PLACE TO BECOME winchester.ac.uk/apply
EXHIBITION STAND
HOW
LAMP-POST BANNERS
THE PLACE TO BECOME THE PLACE TO BECOME
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FLYERS
SPORTS PSYCHOLOGY AND WELLBEING WORKSHOPS
Learn how to apply psychology to your own sport, education and everyday life
WHAT WILL YOU DO?
We will discuss how to manage and improve your wellbeing through building your very own ‘Psych Toolkit’, which will help you utilise key psychological skills to flourish in your professional and personal lives!
WHAT WILL YOU LEARN ?
5 topics will be discussed across multiple weeks. These might include: Introduction to Sport Psychology, Wellbeing and Resilience, Routines (in and out of sport), Breathing and Relaxation, as well as Goal Setting.
WHO WILL RUN THE WORKSHOPS?
The workshops will be delivered by third year undergraduate BSc (Hons) Sport and Exercise Psychology students and staff — where you will also be able to ask about life at University!
HOW WILL THE WORKSHOPS BE DELIVERED?
Our workshops will be delivered by students, in a fun, engaging and interactive manner, where you will be required to work in pairs, small groups and as a class to support your learning and development.
WHAT WILL YOU GAIN FROM TAKING PART?
You will gain a greater understanding of the benefits sport psychology can have, not only for your sporting life, but also your educational, professional and personal lives.
BSc (Hons) Sport and Exercise Psychology - University of Winchester
@UoWSportPsych
@uow_sportpsych
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OUR VISION FOR TRANSFORMATION
79 REPORTS Strategic Plan 2023 – 2028 Departmental Operational Plans Operational Plan Strategic Plan Enabling Strategies Research and innovation Strategy Education and Student Experience Strategy People Strategy Digital Strategy Estates Strategy Finance Strategy Faculty Operational Plans This Strategic Plan will bring clarity and focus to our work. will simplify how we operate as an organisation. With the overarching strategic direction set out in this plan, we will establish a suite of enabling strategies in each of the key areas of the University: education and the student experience; research and innovation; people; nance; and estates and digital. Each of these will have clear targets and success criteria to support the delivery of the aims and ambitions set out in this Strategic Plan. Together, the Strategic Plan and these strategies will be underpinned by detailed Operational Plan which will then be delivered by Faculties and Professional Services Departments. These supporting strategies and operational plans will be developed and agreed by the start of the 2023/24 Academic Year. DELIVERING THE STRATEGIC PLAN Purpose People Place Partnerships 20 Strategic Plan 2023 2028 21 We have seen this transformation for over 180 years in our own University and continue to see it every day in our students, the partners we work with and in the communities we serve. This strategic plan is all about transformation. At its core is our mission to provide transformational education and opportunities for our students. The seismic events of the past few years have changed the way we think about life and learning. The next five years are likely to be time of national and global challenge and change. We are living in a time of significant economic uncertainty; the realities of climate change; shifting political sands and a pervading sense of social unease and anxiety. Universities have key role to play in responding to this with creativity and integrity and responsibility to ensure that graduates are enthusiastic about their future and well-equipped to succeed. Although the external environment may be in flux, our unwavering priority, as always, is the success of our students. This plan sets out a clear direction of travel for the University over the next few years, to enable us to navigate the external challenges ahead and to strengthen and develop the way in which we ensure that our students flourish and succeed. In the next ve years, we will grow the impact of the University’s transformational education by ensuring that graduates have the skills that they need to live successful and meaningful lives. This will include offering interesting and relevant courses to sustain their love of subject and to stretch them intellectually, whilst embedding the skills that they need to be successful in employment and beyond. The next ve years will see the expansion of our professional education and postgraduate taught provision responding to regional needs, working in partnership with employers and an unwavering focus on quality. To succeed in this endeavour, we need a clearly articulated focus to ensure that our courses, campus and culture can deliver the outstanding experience that we want for our students and achieve positive results for the regional economy and wider society. The next few years will require us to refocus on delivering transformational education that sets our students up for success and responds purposefully to local needs. Over the next ve years, we will rebuild confidence in ourselves and our students as we emerge from the global pandemic. We will adapt to the new ways of working we encountered during that time, capturing the benefits of the flexibility that brought us, whilst recommitting to the fundamental importance of human connection, face to face teaching and student support and working alongside our colleagues. This plan will also allow us to work with and for our students, supporting them to acquire the skills needed to thrive and succeed in the as yet unimagined jobs of the future.
Education transforms lives and communities. Strategic Plan 2023 2028 This plan has been developed in partnership with staff students and external partners. It encompasses and builds on everything that this institution has already achieved over the past 180 years. Our previous strategic plan had, as its primary focus, the important work that needed to be done to profile and progress the issues of sustainability and social justice. This work is now well and truly embedded in everything that we do and will continue to be an important part of our educational mission, woven into the detailed enabling strategies that will underpin this plan. Above all, this plan is intended to give focus and clarity, anchoring the University community in a shared sense of purpose and direction. The core focus of this strategic plan is to be clear about what we need to do in order to provide a transformational education for our students delivering an exceptional education, environment and experience for our students, instilling in them love of learning and preparing them for meaningful and successful lives. It will be underpinned by a clear map for growth for the University; to identify and develop new subject areas; build our profile across the UK and globally and embrace new ways of delivery and partnership working. This is such an exciting moment for the University, as we stand on the rm foundations of our past to reach into a future which will allow us to transform more lives through education, transform the way we work together and transform the communities which we serve. look forward to working together as a community with the shared determination to make it happen. Professor Sarah Greer Vice-Chancellor
The next few years will require us to refocus on delivering transformational education that sets our students up for success and responds purposefully to local needs.
BUSINESS CARDS
Dr. Tatiana Gladkikh
MCIL PhD, MA (Dist), BA (Hons)
Senior Lecturer in Business Management Programme Leader MSc International Business
T +44 (0)1962 624896
Tatiana.Gladkikh@winchester.ac.uk
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Winchester Business School Faculty of Business, Law and Sport University of Winchester, Romsey Road, Winchester SO22 5HT
SOCIAL MEDIA INSTAGRAM
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SOCIAL MEDIA INSTAGRAM
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LANYARD & BADGES
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Lanyard ID card
Lanyard ribbon – Plain
Lanyard ribbon – Rainbow
Staff ID card
Professor Angela Bond
Dean Faculty of Department, Example second line Example third line
Director of Faculty Operations Faculty of Humanities & Social Sciences
Faculty badge
TEMPLATES
POWERPOINT
Powerpoint title slide heading
Subheading
Author
Date
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Subheading
Longer heading. udaes maximus.
Faccus, atus voluptaes
Subheading
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• Faccus, atus voluptaes nonsequam venecepre, oditin parchil int repratibus inus, vercit atur reiciam faccus.
• .Otatestrum quae. Ebis aut fugit, si nonet ipist plicta dolorem debis volupta diae cone nienihictis
Plain text slide
Subheading
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• Pudaes maximus. Faccus, atus voluptaes nonsequam venecepre, oditin parchil int
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• Otatestrum quae. Ebis aut fugit, si nonet ipist plicta dolorem debis volupta diae cone nienihictis
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REPORT COVERS
Your guide to student support
Your guide to student accommodation
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Student Services July 2023
Student
2023
Housing Team July
MISCELLANEOUS
PRINT SPECIFICATIONS
The look and feel of printed materials influence the overall impression of our brand. If you are sending artwork to an external print supplier please ensure that you use the following specifications, to ensure consistency across all of our branded materials.
100% recycled silk paper stocks should be used as a default. We use carbon neutral printers and FSC carbon balanced paper where possible. If the budget allows it is acceptable to additionally use a spot lamination and UV varnish to add textural interest to an outer cover. The percentage of the overall area covered by the varnish should not exceed 25%.
Also embossing or die-cutting can be considered to elevate the document value.
Standard paper weights should be specified as:
• Posters - 160gsm
• Flyers (single or double-sided) - 200gsm
• Invitations and postcards - 300gsm
• Stitched brochures of 16pp or less - 160gsm
• Stitched/perfect bound brochure of more than 16pp –cover 300gsm, text 120gsm
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For queries regarding these guidelines please contact; design@winchester.ac.uk
Designed by Bell
