tothepoint Science by to the point

tothepoint science

about us

Our ethos, as our name implies, is all about clear, concise communication. This has real value in today’s business environment, where organisations are constantly competing for attention in an increasingly crowded marketplace. We help our clients differentiate themselves through innovative branding and marketing materials that provide real business benefit. • Design

Consultancy established in 1991 • Independently owned • 12 full-time staff • Top 100 UK design consultancy • Clients range from start-ups to corporates • We consider the environment in all that we do

our offer

Our branding experience and digital media expertise guarantees a consistent local and global presence, reaching, informing and ultimately influencing your audience, whether internal or external.

From a simple identity and web presence to corporate interactive and video presentations, we provide technologically appropriate solutions, designed to excite, clarify and strengthen your message, ensuring you get the results you want.

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British Science Association

Q A

How did we change the perception of the British Science Association from a traditional organisation to one that is approachable and forward thinking?

By creating a brand that instantly communicates the organisation’s role as the public face of science, which is friendly, accessible and dynamic.

branding

launch invite

launch showreel

visit: launch showreel

guidelines

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British Science Association Brand Tool Kit .............................................................................................................................................................................................................................................................................................................

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*() Century Gothic Medium

Century Gothic Bold

BRITISH

SCIENCE

ASSOCIATION

13th &14th July 2006

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science communication conference

Font Usage

Master Logos

Positional Guides

Sub Brands

Colourways

CREST Awards

Image Usage C0,M100,Y0,K0

C100,M0,Y0,K0

C50,M0,Y100,K0

C0,M0,Y100,K20

Brand Toolkit Contents

Brand Toolkit Use of typography and white space

Brand Toolkit Flexibility of the identity

The creative use of typography and white space is also an essential part of the brand and the balance of the fonts from the light to the bold should be considered when laying out documents to add a focal point, draw attention, or act as a clean typographic feature. Similarly the logo graphic (splash device) can be used in conjunction with titles as a means of adding impact.

What makes a science story newsworthy

BRITISH

SCIENCE

ASSOCIATION

13th &14th July 2006

01 Contents ........................................................................................................................................... 02 What is a brand? ........................................................................................................................................... 03 An impactful brand ........................................................................................................................................... 04 Flexibility of the identity ........................................................................................................................................... 05 Consistency with existing marks ........................................................................................................................................... 06 The use of colour – primary palette ........................................................................................................................................... 07 The use of colour – secondary palette ........................................................................................................................................... 08 Recommended and restrictive usage ........................................................................................................................................... 09 Differing format requirements ........................................................................................................................................... 10 Positioning of the logo ........................................................................................................................................... 11 Logo misuse ........................................................................................................................................... 12 Font usage ........................................................................................................................................... 13 Use of typography and white space ........................................................................................................................................... 14 Use of imagery ........................................................................................................................................... 15 Charity endorsement ...........................................................................................................................................

science communication conference

Example 1 A typographic feature Bold vertical type adds intrigue and encourages orientation of the document as does the logo itself

Ever read a science story and thought you could do a better job at the reporting? Or perhaps you have had a bad experience of the media and want to regain your confidence?

Hosts include: The Times The Guardian BBC Radio

Spend 3-8 weeks on a BA Media Fellowship placement working within a media organisation. Improve your writing skills, producing accurate, well-informed pieces about developments in science. Experience how science becomes news and become a better communicator yourself.

For further information and the online application form visit: www.the-ba.net/mediafellows

Application deadline: 31 March 2008

BRITISH

SCIENCE

ASSOCIATION

Example 2 Titles with the splash The title of a publication could be used together with the splash device for impact and to re-emphasise the brand

Example 3 Creating balance Large volumes of text should be set in light whereas pull out copy could be set in medium or bold

...................................................................................................

The identity has been designed with flexibility in mind so that the core elements remain and, through the variety of use of these elements and the introduction of colour, there is true versatility.

The British Science Association Identity ...................................................................................................

The new brand brings together all the disparate elements of our organisation under one overriding umbrella whilst allowing flexibility for each area of activity to have its own personality and freedom.

Example 4 The use of white space The use of white space is an essential part of the identity. When using type and imagery always consider white space to add clarity and cleanliness to the document

The British Science Festival Identity ...................................................................................................

CREST Awards The CREST Awards Identity ...................................................................................................

Brand Toolkit Consistency with existing marks

Brand Toolkit The use of colour – secondary palette

Brand Toolkit Font usage

In order to bring some consistency between the new brand and existing marks such as ‘National Science & Engineering Week’ and the ‘Crest Star Investigators’ we have incorporated some minor tweaks to both these marks that are negligible to the naked eye but which brings them both into the same typographic family.

Existing Badge Logo

VESTIG

Secondary/Festival palette In addition to the Primary colour palette, we have produced colourways for the British Science Festival. This range may be used for graphic elements as well as selecting one for the event logo itself, (which could change colour each year if preferred).

New Badge Logo Same Graphic, different font (Century Gothic)

Crest Star Investigators ..................................................................................................... ....................................................................................................................................................................................................................................................................................

Secondary/Festival Palette

..................................................................................................................................................

The British Science Association font is the family of Century Gothic which incorporates light, medium and bold.

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It has been chosen for its clarity, modernity and slight quirkiness which perfectly reflect the nature of the new brand.

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Century Gothic Light ..................................................................................................................................................

Century Gothic Medium NATIONAL

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SCIENCE &

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ENGINEERING WEEK

To minimise the impact on existing identities that have either only recently been implemented or are very popular with their present target audience we propose minimal typographic changes that are acceptable to all parties

Existing Logo

PMS Process Magenta C0, M100, Y0, K0 R236, G0, B140

New Logo Same Graphic, different font (Century Gothic)

PMS 021 C0, M50, Y100, K0 R247, G147, B30

PMS Process Cyan C100, M0, Y0, K0 R0, G174, B239

PMS Cool Grey 9 C0, M0, Y0, K50 R147, G149, B152

PMS 606 C0, M0, Y100, K20 R216, G200, B0

PMS 368 C50, M0, Y100, K0 R140, G198, B30

Century Gothic Bold

..................................................................................................................................................

Important note. The colourways above can be used as alternative colour options for the British Science Festivel logo itself.

National Science & Engineering Week .....................................................................................................

Brand Toolkit Recommended and restrictive usage

Brand Toolkit Positioning of the logo

Brand Toolkit Use of imagery

...................................................................................................

Dependant on usage the identity has a: i) recommended size ii) minimum size iii) restricted size

Recommended size Usage on items such as A4 brochure covers and where the organisation is promoting itself. For larger format usage, such as posters, you should scale up proportionally.

You will see that the restricted size identity is modified from the original and is stacked to allow for greater legibility of type.

The logo is saved at 100mm width, so that at 50% it will be 50mm. 50mm ...................................................................................................

Minimum size Usage on items that have size restrictions, such as business cards and small press ads or in situations where the organisation is endorsing a product.

Exclusion zone No graphic elements, other logos or text should touch the logo or come within a clear zone measured as 10% of the logo width. In the example shown here, the logo width is 50mm and the exclusion zone is 5mm all round.

28 mm ...................................................................................................

10mm

...................................................................................................

50mm 5mm

Restricted size Only to be used as a last resort where severe constraints do not allow the usage of the minimum size logo.

5mm

Positioning of the logo is determined by whether the product is being endorsed by the British Science Association or promoting the organisation. A5 Media Fellowship Flyer Promoting the British Science Association If the product concerned is promoting our organisation then the logo is positioned either top left or top right. The logo to be used in this situation is the 50mm ‘recommended size’. British Science Association endorsing the product If the product concerned is being endorsed by the British Science Association then the identity is positioned either bottom left or bottom right. The logo to be used in this situation is the 28mm ‘minimum size’. The images presented are just examples of how you can use the new logo

A4 Crest Awards Folder

CREST Awards

A5 Science Festival Cover

What makes a science story newsworthy

british science festival

LIVERPOOL 6-11 SEPT 08

Ever read a science story and thought you could do a better job at the reporting? Or perhaps you have had a bad experience of the media and want to regain your confidence?

Hosts include: The Times The Guardian BBC Radio For further information and the online application form visit: www.the-ba.net/mediafellows

Application deadline: 31 March 2008

BRITISH

SCIENCE

ASSOCIATION

British Science Association endorsing the product Bottom left or right

www.the-ba.net/crest

Promoting the British Science Association Top left or right

rise to the challenge

In keeping with our brand’s core values, which are to engage people with science and to make the subject of science more attractive to the public, the type of imagery used should fall into one of the following three criteria: 1. Science and everyday people In order to change the perception of science as being elitist and removed from the general public, wherever possible we should endeavour to communicate how the subject of science impacts on everyday life. When this is not possible or feasible then choose one of the remaining two criteria.

rather stern faced individuals we recommend wherever possible to show the more human face of science at work with the emphasis on believable people.

1. Science relating to everyday people

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2. The human face of science

.................................................................................................................................................... 3. Adding drama

3. Adding drama Alternatively choose imagery which adds drama either from the subject matter or the viewpoint from which the image is taken.

2. The human face of science Because most images that exist of scientists at work involve ....................................................................................................................................................

How did we help the Physiological Society better engage with its members and other audiences?

The Physiological Society

Q A

How did we help the Physiological Society better engage with its members and other audiences?

By refreshing its logo to create a modern, confident identity and creating more exciting, accessible yet professional marketing collateral?

Physiology News

Physiology News spreads

brand application

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EPSRC

Q A

How did we help the EPSRC maintain its government funding and communicate more clearly its role in boosting the country’s economy?

By producing materials that clearly communicate its long-term strategy and the benefits of its research to society and the economy.

IMPACT! campaign

strategy documents

clear communication and messaging

IMPACT! digital

IMPACT! literature

Making some NOISE Inspiring the next generation of scientists and engineers

The NOISEmakers are ambassadors for NOISE, a campaign which provides early career researchers in science and engineering with media and public engagement training. They are extremely passionate about their subjects and keen to tell young people about the fantastic career opportunities that are available in their disciplines.

A booming industry Digital technology that's transforming the music industry

Our relationship with music is changing fundamentally. Digital technologies are creating new possibilities which will revolutionise the way we listen to, locate, buy, create and learn about music. Already millions of us across the world are accessing and downloading their favourite sounds via the internet. But in the vibrant, fast-moving world of digital music, the potential extends much further – and so do the opportunities for wealth creation.

The NOISEmakers come from a diverse range of careers and research areas including atmospheric science, regenerative medicine, computational neuroscience, particle physics and much, much more. They will be demonstrating aspects of their research through simple and engaging experiments to give visitors a taste for what science and engineering has to offer.

The “Shadow Instrument” is an interactive device that lets you create your own music by crossing light beams with your hands, your feet or your whole body.

IMPACT! ON SKILLS

QUESTION 1 What does NOISE stand for?

NOISE provides media opportunities and training to the science leaders of tomorrow, giving them a greater understanding of why public engagement is a vital part of a research career. It also makes them aware of the impact of their research on society and the public's attitude to their area of research. NOISE is a UK-wide campaign funded by the Engineering & Physical Sciences Research Council (EPSRC). Initiated in 2000, it aims to raise awareness of science and engineering among young people.

IMPACT! ON INDUSTRY

The digital age will propel our interaction with music to an undreamt of level.

QUESTION 7 In the major scale, how many notes are needed to cover one octave?

The Shadow Instrument was created by EPSRC-funded scientists to explore new ways of creating and interacting with music.

growth stories

The Francis Crick Institute

Q A

How did we promote The Francis Crick Institute to tens of thousands of visitors arriving at St Pancras station en route to the London 2012 Olympics?

By creating an interactive environment of hoardings and â&#x20AC;&#x2DC;busking scientistsâ&#x20AC;&#x2122; to engage the captive audience queuing outside the station.

hoardings / a captive audience outside St Pancras station

hoardings

opposite St Pancras station

street entertainers

BBSRC

Q A

How did we greet guests and manage their journey through the event space at a prestigious innovation awards ceremony at Londonâ&#x20AC;&#x2122;s Millbank Towers?

By creating a vibrant identity, environment and wayfinding that gave each award zone its own easily identifiable colour and offered visual intrigue for guests.

Fostering Innovation event / modern starburst logo

Fostering Innovation event / publicity materials

Fostering Innovation event / signage and wayfinding

Fostering Innovation event / award zones

digital media

Q A

How do we determine what form of digital media will meet your needs best and achieve maximum return on investment?

By having dialogue, understanding your sector, your audience and the competitive landscape, we ensure the medium suits the message.

website examples

For further information and to view websites, click each box below

1. Palazzo Dorottya

2. Matter PR

3. Impact World

4. Better Bankside

5. CLS Bank

6. 3DReid

7. Montagu

8. Warwick Avenue

motion graphics examples

For further information and to view these in action, click each box below

1. Showreel

2. Informa

3. Eurostop

4. Moneycorp

5. Newsprinters

6. British Science Association

7. The Technology Partnership

8. Sean Hanna

creating dynamic brands

for further information

Simon Hutton Managing Director simon@tothepoint.co.uk Kevin Cox Creative Director kevin@tothepoint.co.uk tothepoint 5 Maidstone Buildings Mews, 72-76 Borough High Street, London, SE1 1GN, UK t +44 (0)20 7378 6999 f +44 (0)20 7378 7399 www.tothepoint.co.uk

thank you