Wellcome Genome Campus Branding Guidelines

BR AND G U IDEL INES FEB RUA RY 2016

OUR BR AND

CONTENTS

Introduction 1. Our brand Proposition Vision Values Boilerplates

03 04 05 06 07 08

Tone of voice

10

02

2. Our identity Overview

13 14

Our logos Logos Logo exclusion zone and minimum size Logo do’s Logo don’ts Logo positioning

15 16 19 20 22 23

Logo lock-ups

24

Primary elements Colour palette Typeface Typography usage Elements Photography Photography treatment Typography treatment Infographics Line device

26 27 28 29 32 33 37 38 39 40

Sub-brands 41 Sub-brand logo 42 Hierachy 43 Sub-brand – Public Engagement 44 Sub-brand – ACSC 47 Sub-brand – Conference Centre 52 Sub-brand pattern 55 Sub-brand application 56

3. Applications 58 Powerpoint template 65 Brochures 66 Exhibition stands 68 Stationery 69 Lanyard 71 Merchandise 72

4. Contacts 76

IN T R O D U C T I O N

The Wellcome Genome Campus is a place where world renowned scientists and scientific institutions are united in the common pursuit of life-changing science.

As the Campus continues to grow and evolve, it’s important that we’re aligned behind a shared vision and having an engaging and well-defined Wellcome Genome Campus brand helps us achieve this.

Our brand has been designed to capture our shared vision of delivering life-changing science and to represent our collective endeavours.

This document aims to ensure everyone responsible for using the brand understands it thoroughly and can use it effectively.

03

04

OUR BR AND

1

OUR BR AND

PROPOSI T ION

This is our purpose. It’s why we are here and why we do what we do. It is a purpose shared by all the institutes who are part of Wellcome Genome Campus.

It represents our past, present and future and informs and inspires everything we do.

L IFE - C HANGING SC IENC E We believe that to seek and find solutions to humanity’s greatest challenges demands a bold and imaginative approach.

We bring together a diverse and exceptional scientific community who will rise to those challenges, in a culture and environment that fosters creativity and rewards bold, ambitious thinking.

As a community we are committed to delivering science with the reach, scale and imagination to deliver significant scientific and technical advances and incisive breakthroughs.

This is a place where a collaborative spirit of creativity connects to a collective commitment to progressing vital life-changing science for the benefit of the world.

05

OUR BR AND

VI SION

While our purpose explains what we are here for, our vision explains our ambitions for the future. This text aims to help others understand why we are here.

As a global hub of knowledge, innovation and research our vision is to drive, catalyse and lead the advance of life-changing science for the benefit of the world.

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OUR BR AND

VALUE S

Our values underpin everything we do, influence every decision we make and will ultimately enable us to achieve our goals.

AMBITIOUS

DEDI CAT ED

We are audacious and bold. We take on the biggest challenges and seek answers to the most difficult questions. We are undaunted by uncertainty. We are clear in our opinions and are confident to speak out.

We are passionate and committed. We won’t stop until we get the job done. We are united in our goals and tenacious in our approach to pursuing the biggest challenges in science today.

This means:

This means:

—W e look to tackle the biggest scientific challenges facing humankind.

— We make tough decisions and take smart risks.

—W e ask hard questions and bring contentious issues to the fore.

— We are clear in our aims and intents.

— We take pride in our rigour and diligence.

— We approach our work wholeheartedly for the greater good.

C OLL ABOR ATIVE

CREAT IVE

We are open and inclusive. We work together, blurring disciplinary boundaries to share knowledge and ideas and to inspire and encourage. Our strength is in each other; interacting, sharing, connecting and co-creating to achieve things greater than we ever could alone.

We dare to think about and do things differently.

We value new ideas and new approaches. We are constantly pushing the boundaries of the ultimate creative discipline.

These values should inform, inspire and influence your communications materials.

This means: —W e share our problems and challenges to get to the answers more quickly.

—W e partner with specialists from many disciplines, throughout the world.

— We involve the wider public in our work.

07

This means: — We challenge conventions and look at things differently.

— We create working environments that enable and inspire new ways of working.

— We look for answers outside our community and beyond our Campus walls.

OUR BR AND

BOILER PLATE S

Our boilerplates allow us to succinctly sum up the Wellcome Genome Campus.

There are a number of different versions reflecting differing needs whether that be space available or legal requirements.

M AIN BOILERPLAT E

EM A IL FOOT ER TE XT

TH IRD - PE RSO N VE RSIO N

The Wellcome Genome Campus is home to some of the world’s foremost institutes and organisations in genomics and computational biology.

[Name] [Job title] Wellcome Genome Campus Hinxton, Cambridge, CB10 1Sa, CB10 1RQ, CB10 1SD or the relevant postcode for the relevant building, UK T +44 (0)122 349 [extension] F +44 (0)122 349 [extension] E [name]@wellcomegenomecampus.org www.wellcomegenomecampus.org

The Wellcome Genome Campus is home to some of the world’s foremost institutes and organisations in genomics and computational biology.

We bring together a diverse and exceptional scientific community in a culture and environment that fosters creativity and rewards bold, ambitious thinking.

We are committed to delivering life-changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

(First choice – use where possible.

NB legal text will also usually be needed on publications. If space requires, it can be run together as one paragraph.)

S H ORT VERS ION The Wellcome Genome Campus is home to some of the world’s foremost institutes and organisations in genomics and computational biology, committed to delivering lifechanging science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

08

The Wellcome Genome Campus is home to some of the world’s foremost institutes and organisations in genomics and computational biology. We bring together a diverse and exceptional scientific community in a culture and environment that fosters creativity and rewards bold, ambitious thinking. We are committed to delivering life-changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

(For when space is tight or less detail is appropriate.)

For the versions in the first person (“We” etc.), if it’s not obvious from the context that “we” means the Campus, then you can either add a subheading to the top – Wellcome Genome Campus – or change the opening from “We are” to “Wellcome Genome Campus is” - leave any following “we”s as they are.

It brings together a diverse and exceptional scientific community in a culture and environment that fosters creativity and rewards bold, ambitious thinking.

The Wellcome Genome Campus is committed to delivering life-changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

(For use by other organisations in their publications, when listing details of several organisations, and at the ends of press releases.)

(Needs to appear on all publications; second sentence can be cut if space is tight.

Also recommended for email signatures.)

OUR BR AND

BOILER PLATE S

Boilerplates also need to be included for the Wellcome Trust and can help with explaining the relationship between the organisations.

WELLCOME G ENOME C A MPU S R E LAT IONS HIP T EX T S EG UEING IN TO M AIN WELLC OM E T RU S T BOILERPLATE

WELLCOME G ENOME C A MPU S RELATIONSHIP T EX T AND WE LLCOME TRUST LEGA L DETAIL S

The Wellcome Genome Campus is home to some of the world’s foremost genomic institutes and organisations, committed to delivering life-changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

The Wellcome Genome Campus is supported by the Wellcome Trust. The Wellcome Trust is a charity registered in England and Wales, No. 210183. Its sole trustee is The Wellcome Trust Limited, a company registered in England and Wales, no. 2711000 (whose registered office is at 215 Euston Road, London NW1 2BE, UK).

The Wellcome Genome Campus is part of the Wellcome Trust, a global charitable foundation dedicated to improving health by supporting bright minds in science, the humanities and social sciences, and public engagement.

S H ORT VERS ION The Wellcome Genome Campus is home to some of the world’s foremost genomic institutes and organisations, committed to delivering life-changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

The Wellcome Genome Campus is part of the Wellcome Trust, a global charitable foundation dedicated to improving health.

09

(When space or context make the previous version inappropriate; final sentence can be cut if space is very tight.)

OUR BR AND

TONE OF VO IC E

010

OUR B RAND

TONE OF VO ICE

11

The way we speak and write is a crucial part of expressing our brand.

Our tone of voice is inspired by our vision of life-changing science. It is guided by our values, that in turn informs our character and personality.

Life-changing science is a bold, positive and exciting idea and we should try to reflect it in every piece of communication and writing we create.

OUR BR AND

TONE OF VO ICE

W E AR E C O L L ABO R ATIVE The Campus exists as the sum of its significant parts. What makes us unique and effective are the different institutes, organisations and individuals that come together and collaborate to achieve more than we each could alone.

Therefore when we speak and write about the Campus, we should consider how we’re representing everyone who’s here. And as we move forward, our work will likely involve a much broader audience, beyond the scientific community, therefore the way we communicate needs to be grounded, inclusive and easy to understand.

W E AR E AM BITIO US Wellcome Genome Campus exists to achieve life-changing science for the good of everyone on the planet. That is quite an enormous ambition, so our language should always reflect not just our positivity, but also our certainty about reaching that lofty goal.

012

WE A RE DEDI CAT ED As a global hub of knowledge and expertise, our purpose is to deliver life-changing science that will one day change billions of lives. Therefore we should always be straightforward and direct with our language and use words and phrases that evoke optimism and confidence. We should never sound boastful or resort to hyperbole.

WE A RE CREAT I V E Science and genomics is the ultimate creative discipline, which has the potential to change the world for the better. We’re not afraid to try something new and be a little creative in our approach. We need never underplay this and should ensure it’s reflected in the language we use. We should never be too dry or uninspiring.

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OUR IDENTIT Y As a place of shared vision and endeavour, our Campus brand identity has been created to express our strong collective commitment and the idea that as a connected scientific community we can achieve our goal of life-changing science.

This idea influences all our core brand elements, inspiring everything from the design of our logo, our choice of colours, our photographic styling and the words we choose.

Applying this consistent design framework will help to unify all our Campus communications and build a strong, recognisable brand.

2

OUR IDENTIT Y

OVERVIEW

Our identity comprises of several core brand elements. This page shows these elements individually, however together these elements create coherence and will help to build a recognisable brand.

Our core brand elements include: — — — — —

Logo Colour palette Typeface Photography Graphic Patterns

Light Light Italic Medium Medium Italic Bold Bold Italic

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OUR IDENTIT Y

OUR LOGOS

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OUR IDENTIT Y

Taking inspiration from visualisations of genomic data, our logo has been designed to represent the idea of collaboration and collective endeavour.

Our logo comprises graphic shapes and colours which represent the individual institutions and entities on campus.

These colours and shapes combine to create the ‘G’ of the word Genome.

The logo represents the role of the Campus in uniting people to share spaces, knowledge and our vision.

LOGO

W G C_ LO G O _ LA NDS CA P E

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OUR IDENTIT Y

A strapline has been created to help communicate our purpose.

Our strapline can be used as part of our logo. It can also be used on its own as a heading or as a sign-off line at the end of body copy (see page 67 for examples).

LOGO

W G C_ LO G O _ LA NDS CA P E _ S TRA P LINE

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OUR IDENTIT Y

Master artwork has been created for 6 versions of our logo, to accommodate a variety of space and print considerations.

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LOGO

1.

W G C_ LO G O _ LA NDS CA P E

2.

W G C_ LO GO _ P O RT R A I T

1.

This is the landscape version, with our primary logo which should be used whenever possible.

2.

The portrait version is designed for use in narrow formats.

3.

The mono version must be used wherever full colour print is not available.

3.

W G C_ LO G O _ LA NDS CA P E _ G RE YS CA LE

4.

W G C_ LOGO _ L A N D SC A P E _ ST R A P L I N E

5.

W G C_ LO G O _ LA NDS CA P E _ W HITE

6.

W G C_ LO GO _ L A N D SC A P E _ WH I T E _ M I N I M UM

4.

This version incorporates our strapline.

5.

This version of the logo uses white opacities and can be used on block coloured backgrounds.

6.

This white version of the logo is for use at small scale and can be used on block coloured backgrounds.

Please contact Susan Quick (Campus Projects Manager) for master logo files.

OUR IDENTIT Y

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LOGO E XC LUSION ZONE AND MINI MUM SIZE S

We have created an exclusion zone in order to preserve the authority and legibility of the Wellcome Genome Campus logo, which should never appear crowded by other elements.

See the diagram on the right for guidance on minimum spacing.

Please note the minimum size for the logo with strapline is 40mm for legibility purposes. Should this logo need to be smaller than 40mm, then the strapline is removed and either the landscape or portrait version of the logo should be used.

25mm for print 130 pixels for digital

25mm for print 130 pixels for digital

15mm for print 85 pixels for digital

40mm for print 200 pixels for digital

OUR IDENTIT Y

Our identity has been designed to be flexible and adaptable. The two parts of our master logo (graphic and type) can be separated and used as individual elements but we recommend you stick to the suggestions below.

20

LOGO DO ’ S

1.

W G C_ LO G O _ G

2.

1.

You can play with the scale of the elements.

2.

The graphic element may be cropped.

3.

Our logo may be used on a white or light grey background. When placing the logo on a coloured background, 70% tints of our colour pallete can be used.

When placing the logo on a solid black background, the WGC _LOGO _LAND SCAPE_ W HI T E logo should be used, as well as the W G C _ LO GO_L A N DSCA PE_WHITE_MINIMU M

when using the logo at it’s minimum size.

3.

WGC _ LO GO _ L A N D SC A P E _ WH I T E

W G C_ LO G O _ LA NDS CA P E

7 0 % T I N T C O LO UR E D B AC K GR O UN D

OUR IDENTIT Y

4.

The logo can be animated for digital use.

LOGO DO ’ S

4.

5.

For digital applications where space is limited on the web, the icon of the logo can be used on its own (e.g for social media profile pictures like twitter).

5.

VA RIATIO NS O F W G C_ G _ ROTATIO N_ 01

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OUR IDENTIT Y

Although our logo has been designed to be flexible, there are a few things to avoid in order to protect the integrity of our brand.

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LOGO DON’ TS

1.

2.

3.

4.

5.

6.

1.

Don’t alter the colours in the logo.

2.

Don’t change the colour of the type.

This must always be black or white.

3.

Don’t alter the alignment or tracking of the type.

4.

Don’t flip the logo graphic.

5.

Don’t place the logo over a background that will impair its legibility.

6.

Don’t place the logo directly onto a 100% coloured background. Please see page 20 to find out how to use our logo on coloured backgrounds.

OUR IDENTIT Y

The default positioning for all versions of the logo is top left. However, to enable design flexibility, the required logo may be positioned in any of the four corners, always bearing in mind both the page margins and the logo exclusion zone.

Where required, on business cards for example, the logo may also be centred.

LOGO POSIT IONING

23

OUR IDENTIT Y

The relationship between Wellcome Genome Campus, its institutes and supporting partners should be illustrated using logo lock-ups. These must follow a standard format, but have the flexibility to give due precedence dependent upon the application.

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LOGO LOCK-UPS

Wellcome Trust lock-ups

Campus institute lock-ups This format should be used for lock-ups whenever Wellcome Genome Campus takes precedence.

W G C_ B A S E _ O F _ LO CK- U P _ S A NG E R

W G C_ B A S E _ O F _ LO C K- UP _ E M B L- E B I

W GC _ SUP P O RT E D _ BY _ LO C K- UP _ W E L L C O M E -T R UST

These formats can be used whenever institutes or partners take precedence.

W G C_ B A S E D_ AT_ LO CK- U P _ S A NG E R

W G C_ B A S E D_ AT _ LO C K- UP _ E M B L- E B I

WGC _ SUP P O RT E R S_ O F _ LO C K- UP _ WE L L C O M E -T R UST

OUR IDENTIT Y

When appropriate a lock-up may involve multiple institutions, partners and supporters. On these occasions the institutes of greater influence should be given more prominence by being shown larger and higher than the other logos.

LOGO LOCK-UPS

WG C_ LO G O _ A LL_ PA RTNE RS

25

OUR IDENTIT Y

PRIM AR Y EL EMENTS

26

OUR IDENTIT Y

COLOUR PALET TE

Our vibrant, varied colour palette features colours that are strong on their own, but which also work well together; enabling us to evoke the spirit of both individuality as well as collaboration.

PANTONE 226C C0 M 100 Y2 K0

C 26 M 90 Y0 K0

C0 M 97 Y 75 K0

C0 M 82 Y 37 K0

C0 M 62 Y 95 K0

C2 M 97 Y 85 K7

C 27 M0 Y 100 K3

C0 M0 Y 100 K0

Colour specifications have been given for CMYK, RGB and websafe colours.

R 208 G0 B 111

R 200 G0 B 161

R 203 G 44 B 48

R 223 G 70 B 97

R 232 G 119 B 34

R 203 G 51 B 59

R 181 G 189 B0

R 250 G 225 B0

Our primary colours are shown on the left hand side of each circle, while on the right, we have selected a secondary complimentary colour.

Also in our primary palette are black and white. Should it be required, tints of black can also be used.

When choosing colours avoid using too many different colours and tones within the same design. We recommend choosing one to four primary colours with their supporting secondary colours, although this will entirely depend on the individual needs of the piece of communication.

When working specifically within a sub-brand please see pages 46, 51 and 54 to find out how to use colour for a sub-brand.

Hex D0006F

PANTONE 362C

27

PANTONE 2395C

Hex C800A1

PANTONE 368C

PANTONE 711C

Hex CB2C30

PANTONE 3262C

C 78 M0 Y 100 K2

C 65 M0 Y 100 K0

C 76 M0 Y 38 K0

R 80 G 158 B 47

R 120 G 190 B 32

R0 G 191 B 179

Hex 509E2F

Hex 78BE20

PANTONE 285C

PANTONE 7461C

Hex 00BFB3

PANTONE 2748C

PANTONE 198C

PANTONE 158C

Hex DF4661

Hex E87722

PANTONE 320C

PANTONE 3295C

PANTONE 1797C

Hex CB333B

PANTONE 5405C

C 96 M0 Y 31 K2

C 100 M5 Y 65 K 26

C 68 M 35 Y 17 K 40

R0 G 156 B 166

R0 G 120 B 100

R 79 G 117 B 139

Hex 009CA6

PANTONE 293C

Hex 007864

PANTONE 2592C

Hex 4F758B

Pantone 267C

PANTONE 390C

Hex B5BD00

PANTONE 639C C 99 M1 Y5 K5 R0 G 149 B 200 Hex 00A5D9

PANTONE 234C

PANTONE YELLOW

Hex FAE100

PANTONE 631C C 74 M0 Y 13 K0 R 62 G 177 B 200 Hex 3EB1C8

Pantone 242C

C 90 M 48 Y0 K0

C 98 M 24 Y1 K3

C 100 M 95 Y2 K 10

C 100 M 69 Y0 K4

C 58 M 90 Y0 K0

C 82 M 97 Y0 K0

C 18 M 100 Y6 K 18

C 32 M 100 Y 11 K 41

R0 G 114 B 206

R0 G 125 B 186

R0 G 24 B 113

R0 G 61 B 165

R 155 G 38 B 182

R 95 G 37 B 159

R 162 G0 B 103

R 128 G 34 B 95

Hex 007DC3

Hex 007DBA

Hex 001871

BLACK

WHITE

C0 M0 Y0 K 100

C0 M0 Y0 K0

R0 G0 B0

R 255 G 255 B 255

Hex 000000

Hex FFFFFF

Hex 003DA5

Hex 9B26B6

Hex

Hex A20067

Hex 80225F

OUR IDENTIT Y

T YPEFACE

F UT URA BT Futura BT is the typeface used for all Wellcome Genome Campus materials when produced by design team. This will help keep our communications clear and consistent. The typeface can be purchased from www.myfonts.com

Futura BT

Arial

Light Light Italic Book Book Italic Medium Medium Italic Bold Bold Italic

Regular Italic Bold Bold Italic

Futura BT is also a web safe font but a web licence must be purchased.

ARIA L Arial is our typeface for internal communications. It is a standard system font and so is available to all. This typeface should only be used when it is not possible to use Futura.

28

OUR IDENTIT Y

T YPEFACE – U SAGE

F UT URA BT Futura BT is the typeface used for all Wellcome Genome Campus materials when produced by design team. This will help keep our communications clear and consistent. The typeface can be purchased from www.myfonts.com

Futura BT

Futura BT is also a web safe font but a web licence must be purchased.

Headings are in caps set in Futura BT Bold, with the tracking spaced at 100.

ARIA L Arial is our typeface for internal communications. It is a standard system font and so is available to all. This typeface should only be used when it is not possible to use Futura.

HEADING Body Body copy uses other weights of Futura BT, which are Medium, Book as well as Bold, whilst being set with tracking of 30.

Statistics Any additional copy such as statistics, data and quotes can be set in Futura BT Book Italic, set with tracking of 75.

29

Arial

HEADING When Arial is used for internal communications, the headings are also in caps and where possible, set with tracking spaced to 100.

Body Body copy for internal communications uses Arial Regular when the use of Futura BT is not available. Arial regular is set with tracking of 30 where possible.

Statistics Any additional copy such as statistics, data and quotes can be set in Arial Regular Italic, set with tracking of 75.

OUR IDENTIT Y

On the following few pages, we’ve provided examples on content hierarchy.

Care should be taken to ensure legibility, particularly on dark backgrounds.

Futura BT Bold All Caps Tracking: 100 Leading 35/40

1

Futura BT Bold Sentence case Tracking: 20 Leading 12/15

2

Futura BT Book Sentence case Tracking: 30 Leading 10/13

3

1. Headings These should be created using Futura BT Bold, set in all caps with tracking set at 100. Ideally, these should comprise no more than 12 words.

Example shown, text is set at 35pt with 40pt leading.

2. Introduction copy Use Futura BT Bold and text size should be slightly bigger than the body copy.

Example shown, text is set at 12pt with 15pt leading.

3. Body copy Use Futura BT Book. If words or phases need highlighting within the body copy, the Futura BT Book Italic.

Example shown, text is set at 10pt with 13pt leading.

4. Paragraph headings Use Futura BT Bold and should be the same size as the body copy.

Example shown, text is set at 10pt with 13pt leading.

30

T YPOGR APH Y USAGE

C H A NG ING T HE S H A PE OF SC IE NC E Introduction copy Ro volorro exerita samet volor autem.

Aqui od mod mod ulpariore il ma sim aperferiam, odita naturiam, sus, sequi non pore.

Body copy. Deprorio expelib erepele ntorum going veliquidigni que sed ut peruptur. I for samendi aceptatiis doloris utectur yabba hit da dolupis maximpore si voluptium is labo.

Magnitatibus es estiaer naturgo. Bus renisqu nemodia quiatum inctatur olore quis eat qui.Conserum fugiania quos verfero id ut pa dis nemquaeris molorestia aceped.

4

Paragraph heading More body copy aliquia ium faccusd aestis ipit et qui qui berspedit faccus etur. Natenim qui quam fuga. Unt, qui ut et assus, serum ut labo. Itatiur itatur sitis ius dolore quis eat reperfe ribusam ut veliquo quiatur aut eatiorio2. Hillore mendi aceptatiis dolo.

Sunt pre neceatem ea cuptat destota simmer usandio idebit et re est molesed itibusapeoing precti intur suntem quae volut quos quates is dolorescit officiis sam acimi, Lendandi ut et autem quunt. Offic tentem am quat. Os debit maximilis es auditaquis exereperovit adicilis andiscipicid quisquost ariberibus aut eum voluptam or omtorrow

Futura BT Bold Sentence case Tracking: 30 Leading 10/13

OUR IDENTIT Y

31

T YPOGR APH Y USAGE

5. Captions and credits Use Futura BT Medium for captions. For credits, use Futura BT Light Italic. This will help differentiate between the two when together.

6

I MAG E H ERE

Example shown, both caption and credit text are both set at 7pt with 9pt leading.

6. Pull out statements/quotes Use Futura BT Bold with characters to be set in all caps with tracking of 100.

Example shown, text is set at 16pt with 20pt leading.

7. Alternative pull outs When giving visual prominence to key statements, consider staggering the type as shown, to evoke the feel of the logo.

Again use Futura BT Bold with characters to be set in all caps with tracking of 100.

5

7

Example shown, text is set at 37pt with 43pt leading.

8. Footnotes Should be positioned at the bottom of the page. Recommended size to use is 6pt, in Futura BT Light.

Example shown, text is set at 6pt with 8pt leading.

8

Captions text nem fuga yluptam eaquam res dolorem perum inctur, ut quos intur, omnim corehen iscitatene.

Credits ipsunt, corehen iscitatene quunt intionecto

“ R O VO LO R R O E XE R I TA SA M E T TO LO R AU T E M F Q U I O D N AT U R I A M E ST E SU SB E A R I T I U SC I O D I T SU S�

L I F E - C HANGING GE NOMIC DE VE LOPME N T S Footnotes: 1. N em fuga luptam eaquam res doloremperum inctur, ut quos intur, omnim ipsunt, corehen iscitatene quunt.

2. Gusesti off bicte officature derum volor sernatium veribusciis acesequam, inissit aut mo ea culla.

OUR IDENTIT Y

The design of our core branding is rooted in the iconography of genome mapping.

To reinforce this idea, we have created a series of brand patterns that are influenced by the appearance of genomic data. These feature crystal structures, DNA and genomic maps respectively.

They are all available for you to use either as a graphic pattern or to interact with imagery and photography and typography.

By overlaying these brand patterns and creating an interaction between them and the imagery/typography, it helps to illustrate the idea of science touching and changing people’s lives.

Keep in mind that the brand patterns are intended to link ideas and should always tie into the subject at hand.

Please see page 37 and 38 to see how these brand patterns can be used to interact with other brand elements.

EL EMENT S

32

OUR IDENTIT Y

Examples of imagery for guidance on photographic styling

PHOTOGR APH Y ST Y LI N G – A R C H I T E C T U R A L / T E C H I N I C A L

33

OUR IDENTIT Y

Examples of imagery for guidance on photographic styling

PHOTOGR APH Y ST Y LI N G – E D I TO R I A L

34

OUR IDENTIT Y

Examples of imagery for guidance on photographic styling

PHOTOGR APH Y ST Y LI N G – C U T O U T

35

OUR IDENTIT Y

Photography can bring your design to life and create context for your subject.

36

PHOTOGR APHY

1

2

Three types of imagery can be used as appropriate: 1. Cut-out monochrome photographs.

2. Close-up images that create an abstract feel.

3. Coloured cut out photography 4. Full bleed photographs in colour and monochrome.

Care should also be taken to ensure that any photographic imagery used is: —N atural and un-staged, particularly where people are featured.

— Relevant to the content and application.

— Helpful in telling the story of the Campus, where appropriate.

— Ensure all photography is of good quality and well-lit.

— Ensure photography is well cropped.

— 300dpi for print or 72dpi for digital applications.

4

Please contact Susan Quick, Campus Project Manager for details of available photographic assets – susan.quick@ wellcomegenomecampus.org

Captions text nem fuga yluptam eaquam res dolorem perum inctur, ut quos intur, omnim corehen iscitatene.

3

OUR IDENTIT Y

The brand patterns may be overlaid on monochrome photography only, to help communicate the concept of life-changing science.

Where the outline of the pattern interacts with relevant parts of a photograph, it should reveal the original coloured photograph, or a treated monochrome image (duotone imagery for example).

PHOTOGR APHY TREATMENT

37

OUR IDENTIT Y

The brand patterns may also interact with headings in order to reinforce the idea of life-changing science.

Where the outline of the pattern overlays a heading, it will change the type to a contrasting colour from the brand palette, and the texture or shading of the pattern will remain visible, as shown.

This technique should not be overused and should be reserved for showcase pieces of communication such as front covers of brochures, wall graphics etc.

Design discretion must be taken to ensure that legibility is not sacrificed.

T YPOGR APH Y TRE ATMENT

38

39

INFOGR APHICS

Data and infographics play an important part in our identity. Genomic data visualisations should be used as inspiration when creating infographics.

EUROP E Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

consecteur adipiscing elit qulsque

consecteur adipiscing elit qulsque

5%

15%

10%

10%

27%

ASIA

NOR TH AMER I CA

RUSSIA

consecteur adipiscing elit qulsque

CANADA

NORTH AMER I CA

OUR IDENTIT Y

33%

UNITED STATES

AFRICA

Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

consecteur adipiscing elit qulsque

ASIA Lorem ipsum dolor sit amet

consecteur adipiscing elit qulsque

consecteur adipiscing elit qulsque

AUSTRALIA Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque

SOUTH AMERICA Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque

66%

75%

110

90% 75 55 31 10

75

Year 1

27

Year 2 Year 3

19

60

5

55

OUR IDENTIT Y

When appropriate a line device can be used. Examples include:

40

LINE DEVIC E

1.

2.

PROJECT COST

1.

Above large statements.

AS A HUB OF SCIENCE, B U S I N E S S , E D U C AT I O N A L A N D C U LT U R A L AC TI V ITI E S , O U R C A M P U S V I S I O N I S TO T R A N S L AT E O U R G E N O M I C A N D G E N E TI C S C I E N C E I N TO T R A N S F O R M AT I O N A L H E A LT H C A R E B E N E F IT S.

2.

Under titles within brochures and leaflets.

3.

Within tables.

4.

Footer and to separate information.

5.

Bullet point styling.

Turner and Townsend were instructed to revisit the project construction cost plan and Gleeds were commissioned to complete a peer review of the cost plan. Turner and Townsends revised cost plan came in at a revised figure of £16.7m and the Gleeds report challenged some assumptions and highlighted variations between their cost report and that of Turner and Townsends. The Gleeds report provided a robust basis for exploring opportunities for realistic reductions in cost and as a result savings of £1.4m have been identified from the revised Turner and Townsend scheme. Elements of the scheme where savings were identified included reducing the extent of the photovoltaic panel area, landscaping, internal finishes, fees, reducing the GRL Capital Projects costs and re-considering the MEP strategy.

The cost reports and the revised project budget proposed have been reviewed by the Wellcome Trust finance team. As a result of these discussions the project budget has reduced to £15.3m compared to the inprinciple approval of £16.6m as a maximum for the project previously granted at the Board’s meeting in April.

T H I S I S A P L AC E O F LI F E - C H A N G I N G S C I E N C E.

Gleeds benchmarking report (Appendix 2) proposes a construction value of £9,186m which equates to £2891/ sq m. The Turner and Townsend scheme’s final construction value of £9,256m in the table above equates to £2913/sq m. Both construction values benchmark towards the upper quartile of the benchmarking samples. Gleeds report concludes overall that benchmarking in the upper quartile is acceptable.

We want to make sure we are able to provide a good offering and standard of accommodation that is consistent with other accommodation on site. External third-parties will expect a good standard of accommodation and it will be important for our future market position to have good quality accommodation to offer. However, value engineering exercises will continue to be undertaken on the site work packages to clarify if further budget reductions can be made.

Overall the team is confident that the cost estimate for the Innovation Centre building is favourable.

The cost breakdown for the construction of the project and the comparison between the Turner and Townsend (T&T) and Gleeds figures are in the table below:

3.

5.

YEARS

1 2015/16

2 2016/17

3 2017/18

4 2018/19

5 2019/20

6 2020/21

7 2021/22

8 2022/23

TOTAL NEW HEADCOUNT

25

50

85

117

150

177

200

222

OCCUPANCY RATE

10%

20%

35%

48%

61%

4.

40

Wellcome Genome Campus | Biodata Innovation Centre (BIC) | 14 October 2014

72%

82%

91%

— A ndi officius estorer itiunt hitae volles etur? Imolupicipsa net que volore accum, simil minveli tation poritiamus ex et andiametur ad.

— S equi viderum apitatecea quatemos aut vendis ut essi omnimin nus aut pel et quis nis dolorro debit.

— It quibusdae elitia volupis excerum adiam, que ea vera cum dite laut id quam fugias aut qui cuptaqui doluptassit harum.

OUR IDENTIT Y

SUB - BR ANDS

41

OUR IDENTIT Y

This logo is used when working with media which needs to portray all sub-brands.

S U B -B R A N D LO G O

W G C_ LO G O _ CCP E

40mm for print 470 pixels for digital

42

OUR IDENTIT Y

Within Wellcome Genome Campus’ brand sits the sub-brands which are shown within this brand hierarchy.

HIERARCHY

43

OUR IDENTIT Y

S U B -B R A N D LO G O S – P U B LI C E N G AGE M E N T

44

OUR IDENTIT Y

S U B -B R A N D LO G O S – P U B LI C E N G AGE M E N T

Each Campus sub-brand has a variety of logos available to suit the different requirements and formats of your communications.

WG C_ S U B _ B RA ND_ P E _ LO G O _ LA NDS CA P E _ O P T1

WG C_ S U B _ B RA ND_ P E _ LO G O _ LA NDS CA P E _ O P T2

WG C_ S U B _ B RA ND_ P E _ LO G O _ P O RT

45

WGC _ SUB _ B R A N D _ P E _ LO GO _ L A N D SC A P E _ ST R A P L I N E

OUR IDENTIT Y

S U B -B R A N D C O LO U R PA L E T T E – P U B LI C E N G AGE M E N T

46

The sub-brand colour palette for Wellcome Genome Campus Public Engagement uses the range of greens, yellows and blues from the Campus palette.

The primary colour to be used with this sub-brand is Pantone 3295C which is used within the logo. There is also a set of supporting colours which can be used throughout all Public Engagement communications.

Highlight colours have been included in the palette (Pantone Yellow and Pantone 631C) which should be used sparingly.

PANTONE 3295C C 100 M5 Y 65 K 26 R0 G 120 B 100 Hex 007864

PANTONE 362C

PANTONE 3262C

PANTONE 5405C

C 78 M0 Y 100 K2

C 76 M0 Y 38 K0

C 68 M 35 Y 17 K 40

R 80 G 158 B 47

R0 G 191 B 179

R 79 G 117 B 139

Hex 509E2F

Hex 00BFB3

Hex 4F758B

PANTONE 390C

PANTONE YELLOW

PANTONE 631C

C0 M0 Y 100 K0

C 74 M0 Y 13 K0

R 250 G 225 B0

R 62 G 177 B 200

Hex FAE100

Hex 3EB1C8

C 27 M0 Y 100 K3 R 181 G 189 B0 Hex B5BD00

OUR IDENTIT Y

S U B -B R A N D LO G O S – A DVA N C E D C O U R SE S A N D SC I E N T I F I C CO NF E RE NCE S

47

OUR IDENTIT Y

S U B -B R A N D LO G O S – A DVA N C E D C O U R SE S A N D SC I E N T I F I C CO NF E RE NCE S

Each Campus sub-brand has a variety of logos available to suit the different requirements and formats of your communications.

WG C_ S U B _ B RA ND_ ACS C_ LO G O _ O P T2

WGC_ S U B _ B RA ND_ ACS C_ LO G O _ LA NDS CA P E _ O P T2

WG C_ S U B _ B RA ND_ ACS C_ LO G O _ LA NDS CA P E _ S TRA P LINE _ O P T2

WG C_ S U B _ B RA ND_ ACS C_ LO G O _ P O RT

WGC _ SUB _ B R A N D _ AC SC _ LO GO _ L A N D SC A P E _ ST R A P L I N E _ O P T 1

48

OUR IDENTIT Y

S U B -B R A N D LO G O S – SC I E N T I F I C C O N F E R E N C E S

Each Campus sub-brand has a variety of logos available to suit the different requirements and formats of your communications.

WG C_ S U B _ B RA ND_ S C_ LO G O _ LA NDS CA P E _ O P T1

WGC_ S U B _ B RA ND_ S C_ LO G O _ LA NDS CA P E _ O P T2

WG C_ S U B _ B RA ND_ S C_ LO G O _ P O RT

49

WGC _ SUB _ B R A N D _ SC _ LO GO _ L A N D SC A P E _ ST R A P L I N E

OUR IDENTIT Y

S U B -B R A N D LO G O S – A DVA N C E D C O U R SE S

Each Campus sub-brand has a variety of logos available to suit the different requirements and formats of your communications.

WG C_ S U B _ B RA ND_ AC_ LO G O _ LA NDS CA P E _ O P T1

WGC_ S U B _ B RA ND_ AC_ LO G O _ LA NDS CA P E _ O P T2

WGC_ S U B _ B RA ND_ AC_ LO G O _ P O RT

50

W GC _ SUB _ B R A N D _ AC _ LO GO _ L A N D SC A P E _ ST R A P L I N E

OUR IDENTIT Y

S U B -B R A N D C O LO U R PA L E T T E – A DVA N C E D C O U R SE S A ND SCI E NT I F I C CO NF E RE NCE S

The sub-brand colour palette for Wellcome Genome Campus Advanced Courses and Scientific Conferences uses the range of purples and blues from the Campus palette.

The primary colour to be used with this sub-brand is Pantone 2592C which is used within the logo. There is also a set of supporting colours which can be used throughout all Advanced Courses and Scientific Conferences communications.

A highlight colour have been included in the palette (Pantone 631C) which should be used sparingly.

PANTONE 2592C C 58 M 90 Y0 K0 R 155 G 38 B 182 Hex 9B26B6

PANTONE 2395C

PANTONE 2748C

PANTONE 267C

C 26 M 90 Y0 K0

C 100 M 95 Y2 K 10

C 82 M 97 Y0 K0

R 200 G0 B 161

R0 G 24 B 113

R 95 G 37 B 159

Hex C800A1

Hex 001871

Hex 5F259F

PANTONE 285C

PANTONE 631C

C 90 M 48 Y0 K0 R0 G 114 B 206 Hex 007DC3

C 74 M0 Y 13 K0 R 62 G 177 B 200 Hex 3EB1C8

51

OUR IDENTIT Y

S U B -B R A N D LO G O S – C O N F E R E N C E C E N T R E

52

OUR IDENTIT Y

S U B -B R A N D LO G O S – C O N F E R E N C E C E N T R E

Each Campus sub-brand has a variety of logos available to suit the different requirements and formats of your communications.

WG C_ S U B _ B RA ND_ CC_ LO G O _ LA NDS CA P E _ O P T1

WG C_ S U B _ B RA ND_ CC_ LO G O _ LA NDS CA P E _ O P T2

WG C_ S U B _ B RA ND_ CC_ LO G O _ P O RT

53

WGC _ SUB _ B R A N D _ C C _ LO GO _ L A N D SC A P E _ ST R A P L I N E

OUR IDENTIT Y

S U B -B R A N D C O LO U R PA L E T T E – C O N F E R E N C E C E N T R E

54

The sub-brand colour palette for Wellcome Genome Campus Conference Centre uses the range of reds and pinks from the Campus palette.

The primary colour to be used with this sub-brand is Pantone 711C which is used within the logo. There is also a set of supporting colours which can be used throughout all Conference Centre communications.

Highlight colours have been included in the palette (Pantone 158C) which should be used sparingly.

PANTONE 711C C0 M 97 Y 75 K0 R 203 G 44 B 48 Hex CB2C30

PANTONE 198C

PANTONE 226C

PANTONE 158C

C0 M 82 Y 37 K0

C0 M 100 Y2 K0

C0 M 62 Y 95 K0

R 223 G 70 B 97

R 208 G0 B 111

R 232 G 119 B 34

Hex DF4661

Hex D0006F

Hex E87722

PANTONE 234C

Pantone 242C

C 18 M 100 Y6 K 18 R 162 G0 B 103 Hex A20067

C 32 M 100 Y 11 K 41 R 128 G 34 B 95 Hex 80225F

OUR IDENTIT Y

A sub brand pattern has been created from the Campus pattern for use across all three sub-brands. The pattern is made-up of the primary colours from each sub-brand palette.

S U B -B R A N D PAT T E R N

55

OUR IDENTIT Y

S U B -B R A N D A P P LI C AT I O N

56

The sub-brand pattern should be cropped to predominantly include the primary colour of the relevant sub-brand. For example, on a letterhead for Public Engagement, the pattern should be cropped to include mainly the green colours.

Wellcome Genome Campus Hinxton Cambridge C B10 1R Q – T +44 (0)122 349 0000 E info@wellcomegenomecampus.ac.uk – wellcomegenomecampus.ac.uk

Recipient name Company name Street address City, County,

––

Dear sir/madam Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias orendipsum quia voles eos dia sinimus int eaquas excescias estium consequo cuptae rem fugiaturem. Untur ad es non nis erovit lame nes doloruptis comnimp orumqui voloritiur sedigen delignam volupta quis et plabore perovidero dolupidem que nam fugitios porem volorio nsequod quidenis et facernat.

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias ium ipis ident ex et volorepe maxim cullupt aeptiaectius non non reperum rem qui ut prae essint poris natiuntis dessit dolo mossed enes dem nihilici aut amus, tet, quam facias audipidel inimus qui il modis doloraeped quodipi cturiti venis eaquae venimol orendipsum quia voles eos dia

Sincerely

Your name here Title

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum.

OUR IDENTIT Y

S U B -B R A N D LE T T E R H E A D S

57

How an application can be designed differently for each sub-brand whilst keeping consistency throughout.

Wellcome Genome Campus Hinxton Cambridge C B10 1R Q – T +44 (0)122 349 0000 E info@wellcomegenomecampus.ac.uk – wellcomegenomecampus.ac.uk

Recipient name Company name Street address City, County,

––

Wellcome Genome Campus Hinxton Cambridge C B10 1R Q – T +44 (0)122 349 0000 E info@wellcomegenomecampus.ac.uk – wellcomegenomecampus.ac.uk

Recipient name Company name Street address City, County,

––

Wellcome Genome Campus Hinxton Cambridge C B10 1R Q – T +44 (0)122 349 0000 E info@wellcomegenomecampus.ac.uk – wellcomegenomecampus.ac.uk

Recipient name Company name Street address City, County,

––

Dear sir/madam

Dear sir/madam

Dear sir/madam

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias orendipsum quia voles eos dia sinimus int eaquas excescias estium consequo cuptae rem fugiaturem. Untur ad es non nis erovit lame nes doloruptis comnimp orumqui voloritiur sedigen delignam volupta quis et plabore perovidero dolupidem que nam fugitios porem volorio nsequod quidenis et facernat.

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias orendipsum quia voles eos dia sinimus int eaquas excescias estium consequo cuptae rem fugiaturem. Untur ad es non nis erovit lame nes doloruptis comnimp orumqui voloritiur sedigen delignam volupta quis et plabore perovidero dolupidem que nam fugitios porem volorio nsequod quidenis et facernat.

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias orendipsum quia voles eos dia sinimus int eaquas excescias estium consequo cuptae rem fugiaturem. Untur ad es non nis erovit lame nes doloruptis comnimp orumqui voloritiur sedigen delignam volupta quis et plabore perovidero dolupidem que nam fugitios porem volorio nsequod quidenis et facernat.

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias ium ipis ident ex et volorepe maxim cullupt aeptiaectius non non reperum rem qui ut prae essint poris natiuntis dessit dolo mossed enes dem nihilici aut amus, tet, quam facias audipidel inimus qui il modis doloraeped quodipi cturiti venis eaquae venimol orendipsum quia voles eos dia

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias ium ipis ident ex et volorepe maxim cullupt aeptiaectius non non reperum rem qui ut prae essint poris natiuntis dessit dolo mossed enes dem nihilici aut amus, tet, quam facias audipidel inimus qui il modis doloraeped quodipi cturiti venis eaquae venimol orendipsum quia voles eos dia

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias ium ipis ident ex et volorepe maxim cullupt aeptiaectius non non reperum rem qui ut prae essint poris natiuntis dessit dolo mossed enes dem nihilici aut amus, tet, quam facias audipidel inimus qui il modis doloraeped quodipi cturiti venis eaquae venimol orendipsum quia voles eos dia

Sincerely

Sincerely

Sincerely

Your name here Title

Your name here Title

Your name here Title

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por

aliquatque dolorum et unt occus doleni Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum.

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por

aliquatque dolorum et unt occus doleni Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum.

aliquatque dolorum et unt occus doleni Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum.

58

APPL IC ATIONS The following pages contain examples of how the brand elements, patterns and photography can be combined to evoke the concept of life-changing science across our communications.

3

OUR IDENTIT Y

M A ST E R C A M P U S M A P

The map has been designed to allow the option to change the background to a relevant colour* as long as this doesn’t affect the map’s legibilty. *When creating maps for a sub-brand, the relevant primary colour should be used as the background, otherwise any of the other WGC colours can be used.

The use of a key is manatory when the master map is applied, please see page 61.

Roads

1

Pathways 2

Communal area Water

3 4

Designated smoking point

5

Car parking 6

7 8

9

Fire Assembly point

59

OUR IDENTIT Y

C A M P U S M A P – VA R I AT I O N S

60

When the map is applied to a larger application such as signage, the version of the map which includes text instead of coded numbers can be used.

NOR TH LODGE

W ILLOW COURT B

W ILLOW COURT A

MUL BERRY COURT

TENNIS COURT SUITE

HINXTON HALL

CONFERENCE CENTRE

CAR PARK

SULSTON BUIL DING

EMBL- EBI NORTH (MAIN)

WEST PAVILLION

CAR PARK

WATER PUMP ROOM GARDENERS STORE E A ST LODGE

CA I RN S PAVI LI O N ( RE S TAURA N T ) RESEARCH SUPPORT FACILIT Y

MORGAN BUILDING

RECEPTION

EMBL-EBI SOUTH (ELIXIR TECHNICAL HUB)

CAR PARK

BIODATA INNOVAT ION CENTRE O G I LVI E BUILDING

How the map can look within an application such as the Map and Visitor Information guide. The coded number version is used and the key for the map uses the same graphics as within the map, to be clear and consistent.

C A M P U S M A P – A P P LI C AT I O N

We l l c o m e G e n om e C am p u s H i n x to n C a m b r i d ge C a m b r i d ge s h ir e C B10 1RQ Tel: 012 2 3 496815

OUR IDENTIT Y

FIRE If you discover a fire, sound the alarm by breaking the glass of the nearest call point.

— DO NOT attempt to extinguish the fire.

— On hearing the alarm, stay with your host whenever possible.

— DO NOT USE LIFTS. — DO NOT RETURN until instructed by the Assembly Warden at the assembly point.

— There are evacuation chairs on site. If you have a disability that prevents you from evacuating via the staircase please advise security when you arrive.

— Fire alarms are tested every Wednesday between 08.30am and 11.45am.

MAP

61

The Wellcome Genome Campus is home to some of the world’s foremost institutes and organisations in genomics and computational biology, committed to delivering lifechanging science with the reach, scale and imagination to solve some of humanity’s greatest challenges.

Roads

1

EMBL-EBI Main Building (and East Wing)

2

Sanger Institute Sulston Laboratories

Communal area

3

West Pavilion

Water

4

Morgan Building (Data Centre)

Designated smoking point

5

Research Support Facility

Car parking

6

EMBL-EBI South Building (home of ELIXIR)

7

Ogilvie Building

8

Biodata Innovation Centre (Under Construction)

9

Cairns Pavilion (restaurant)

10

Reception

11

East Lodge

12

Gardeners’ Store

13

Water Pump Room

14

Hinxton Hall

15

Conference Centre

16

Willow Court A

17

Willow Court B

and visitor information

18

Tennis Court Suite

19

North Lodge

20

Mulberry Court

Pathways

Fire Assembly point

Green Rectangular o are used to indicate escape routes, the lo of emergency equip positions of safety.

— Blue circle signs indi specific behaviour or that is required.

— Yellow triangular sig a hazard present.

— Red circle with a line indicate actions whic permitted.

SAFETY SIGN S There are Health an signs displayed throu Campus; please fam yourself with the foll colours and styles:

OUR IDENTIT Y

C A M P U S SI GN AG E

How the identity can be applied to signage across the Campus, both generally and sub-brand specific.

However all signs should have a consitent layout and type styling/size.

ENGINEERING WORKSHOP RSF

62

THE MORGAN BUILDING

MULBERRY COURT CONFERENCE CENTRE

DATA CENTRE

WILLOW COURT TENNIS COURT SUITE TENNIS COURT

CONFERENCE CENTRE CAR PARK D ENTRANCE

DELIVERIES

OUR IDENTIT Y

C A M P U S SI GN AG E

63

Monoliths which use the general Campus identity elements and colours.

ECNEREFNOC ERTNEC NOITPECER S M O O R T F OL MUROF EHT

VISITOR RECEPTION KAll C Ivisitors R C report S I CtoNreception ARF

MDELIVERIES U I R OT I D UA

N O S TA W S E M A J N O I L I V AP NILKNARF DNILASOR N O I L I V AP CONFERENCE DELEGATES

RAB

ECNEREFNOC ETHE R T NCAIRNS EC PAVILION NOITPECER RESTAURANT SCOFFEE M O O R TSHOP F OL

ECNEREFNOC ERTNEC MAP NOITPECER

MSPORTS U R O F EHALL HT

MUROF EHT

GYMNASIUM KCIRC SICNARF M U I R OT I D UA

KCIRC SICNARF M U I R OT I D UA

N O S TA W S E M A J N O I L I V AP

N O S TA W S E M A J N O I L I V AP

NILKNARF DNILASOR N O I L I V AP

NILKNARF DNILASOR N O I L I V AP

RAB

RAB

S M O O R T F OL

OUR IDENTIT Y

C A M P U S SI GN AG E – C O N F E R E N C E C E N T R E

64

The same monolith types which have been altered to suit the specific sub-brand, in this case the Conference Centre.

ECNEREFNOC ERTNEC NOITPECER S M O O R T F OL MUROF EHT MULBERRY COURT DELIVERIES KWILLOW CIRC S ICNA RF COURT DELIVERIES M U I R OT I D UA NURSERY DELIVERIES NNURSERY O S TA W S E OFF MAJ DROP N O I L I V AP NILKNARF DNILASOR N O I L I V AP RAB

ECNEREFNOC ERTNEC HINXTON HALL NOITPECER LIBR ARY ROOM SGREEN M O O R ROOM T F OL

ECNEREFNOC ERTNEC MAP NOITPECER

POMPEIIAN M U R O F E H T ROOM CHESTNUT SUITE KCIRC SICNARF M U I R OT I D UA RESTAURANT

MUROF EHT

NBAR O S TA W S E M A J NLOUNGES O I L I V AP

N O S TA W S E M A J N O I L I V AP

NHALL I L K NBEDROOMS ARF DNILASOR N O I L I V AP

NILKNARF DNILASOR N O I L I V AP

RAB

RAB

S M O O R T F OL

KCIRC SICNARF M U I R OT I D UA

OUR IDENTIT Y

Brand patterns, cut-out photography and a combination of the two should be used on title pages and divider pages where a bold statement is being made.

Simple divider pages should feature a single colour from the brand palette, which should be echoed throughout that section of the presentation.

Charts and infographics should always use colours from the brand palette.

The font Arial should be used, in Bold weight for headings and Regular weight for text.

P OWER POIN T T EMPL ATE

65

OUR IDENTIT Y

BROC HUR E S

66

An example of a Campus brochure cover

An example of a Scientific Conferences specific brochure cover

T R A N S F O R M IN G PER S O N A L IS ED M ED IC IN E L I FE - C H A N G I N G G E N O MI C D E V E LO P ME N T S

BI O M A R K E R S F O R BR A I N D I S O R D E R S : CHALLENGES AND OPPORTUNITIES – 1 - 3 F E B R UA R Y 2 0 1 5

OUR IDENTIT Y

BROC HUR E S

67

Em volo omnis dolo doluptas enimus et accaesed ut laut occum volum everiae pratque sapedi beaquam usamusam nonsed ut re labora debisiDamenimod magnataquis ipidit, alitas ut re, sinciae. Neque eari comnis quibus et aut oditatet, sequiatis re consent.

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SHAPIN G OUR FUT UR E

EUROPE Lorem ipsum dolor sit amet

A place of life-changing science as a sign-off

THIS IS A PL AC E OF LIFE-CHANGING SCIENCE.

Tium aligendant voloriatum ea il es sitaqui abo.

Aquae cus, nossi odisimus sitias essendus dolum id erum quatur? Atemporias di nonsed ut unt eos et et maximint aceatio nserias parcit, tem eictatios ium elit quunt parumenistem atemquias debis sapiet, odisque modia sinvele ctempor emolenis sus preperro illenih icidendae deliquaepel estruntis quia eaquata corit fuga.

Nem suntia voluptatur?

RUNNING COST £K

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Bus. Int eaqui od quam cus parchilignam sinciaeptur?

Quiatur adit, officat oditaquat aut ad maximporum facea por serum qui cone earit vel moluptusda dipsam nesci dolo vercit exceat lam expe natur, ut ulpariam, ulparibus es sam, sequatum elita core laccumquam, totat dolupit la dit modi officab orerovid magnihil into verspicid eatempo reptin ea porepudaepre aut mo core, audit, endam rest que pratent, quosseratur? Qui as que optationse pe volor sum dest, im sim eaque re, qui videlit que quunt eos rest aliquo idis cusdae. Cerisit, aperumquatur serum quos ea voluptae con perro omnihitatem nonsed es maio iliqui dem idemporem. Nam receperiti to es solor alita il eum facerissequi blantis citatur, tem ium faccus.

2014/15 *NOTE 1

2015/16 YEAR 1

2016/17 YEAR 2

2017/18 YEAR 3

2018/19 YEAR 4

31.2

170.1

288.1

516.8

620.3

OCCUPANCY LEVEL

0%

10%

20%

35%

48%

INCOME £K (£500 PER SQ M)

0.0

139.4

287.1

502.7

715.8

(DEFICIT)/SURPLUS £K (BEFORE DEPRECIATION)

(31.2)

(30.7)

(0.9)

(14.1)

95.5

CUMULATIVE £K

(31.2)

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Fuga. Busanda deruntia de dusapic ipsundaero explande erum excesequos serum, quis verore, in comnis ni dolupta spicima isqui ut odit opturemperro bla inum volenimin nis doluptat es eum qui se eum esse sendi aliquod mincips antias aut mo dit denis eum que vendam ne volessi tatur?

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Is quaeperae provit qui cus incturibus etureris aut quaspid quatem ditiur?

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consecteur adipiscing elit qulsque

INTRODUCTION

The Board of Governors in April 2014 agreed in principle to provide funding for up to £16.6m to build an Incubator for biodata companies (now called the Biodata Innovation Centre or BIC) on the Wellcome Genome Campus. This development was considered to be phase 1 of a staged approach to encouraging businesses on Campus. The Board requested further discussion on some issues before releasing UNI TED S TATES A F RI Cthe A funds for the project.

These issues were: Lorem ipsum dolor sit amet

Lorem ipsum dolor sit amet

consecteur adipiscing elit qulsque

consecteur adipiscing elit qulsque

Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque

Use of infographics to make the image more engaging

AUS TRA LI A Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque

— to develop the business case further to address inclusion criteria, 66% resourcing needs, commercial strategy and income model, and

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75%

110

90% 75

— to ensure processes are in place to address conflicts of interest, support a spin-out culture and to retain/attract staff.

55 31 10

(61.9)

(62.8)

(76.9)

18.6

75

Wellcome Genome Campus | Biodata Innovation Centre (BIC) | 14 October 2014

ASIA

S OUTH A MERI C A

— to ensure a robust cost challenge had occurred and the project costs were reasonable,

19

67

A SI A

AS A HUB OF SCIENCE, B U S I N E S S , E D U C AT I O N A L A N D C U LT U R A L A C T I V I T I E S , OUR C A MPUS VISION IS TO T R A N S L AT E O U R G E N O M I C AND GENETIC SCIENCE I N T O T R A N S F O R M AT I O N A L H E A LT H C A R E B E N E F I T S .

N OR T H A ME RI C A

INCOME PROJECTIONS

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Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque

NO RT H A M E R IC A

G R L P AY A N D R E W A R D F R A M E W O R K

RUS S I A

consecteur adipiscing elit qulsque

C A NA DA

Wellcome Genome Campus | Biodata Innovation Centre (BIC) | 14 October 2014

67

67

Wellcome Genome Campus | Biodata Innovation Centre (BIC) | 14 October 2014

60

27 5

55

Wellcome Genome Campus | Biodata Innovation Centre (BIC) | 14 October 2014

67

OUR IDENTIT Y

EXHIBIT ION STANDS

68

Pattern interacting with type and imagery see page 37 and 38

Pattern can be used to link across multiple formats

Logo lock-ups see page 24-25

OUR IDENTIT Y

STAT IONERY – B U SI N E SS C A R D S

Examples of sub-branded business cards

69

Examples of how a wallet can hold business cards for those who work at companies within partnership with Wellcome Genome Campus.

Wendy Arntsen Head of Campus Development – Wellcome Genome Campus Hinx ton Cambridge CB10 1S A – T +44 (0)122 349 5390 E wendy.arnsten@ wellcomegenomecampus.org – w w w.wellcomegenomecampus.org

Lindsay Crosswell Head of External Relations

EMBL-EBI Wellcome Genome Campus Hinxton Cambridge CB10 1RQ T +44 (0)122 349 0000 E crosswell@ebi.ac.uk ebi.ac.uk

OUR IDENTIT Y

STAT IONERY

70

Wendy A rns ten Head of Campus Development – Wellcome Genome Campus Hinx ton Cambridge CB10 1S A – T +44 (0)122 349 5390 E wendy.arns ten@ wellcomegenomecampus.org – wellcomegenomecampus.org

WITH COMPLIMENTS

W ITH C O M PLIM E NTS — Wellcome Genome Campus Hinxton Cambridge C B10 1R Q – T +44 (0)122 349 0000 E info@wellcomegenomecampus.org – wellcomegenomecampus.org

Recipient name Company name Street address City, County,

Wellcome Genome Campus Hinxton Cambridge C B10 1R Q – T +44 (0)122 349 0000 E info@wellcomegenomecampus.org – wellcomegenomecampus.org

––

Dear sir/madam Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias orendipsum quia voles eos dia sinimus int eaquas excescias estium consequo cuptae rem fugiaturem. Untur ad es non nis erovit lame nes doloruptis comnimp orumqui voloritiur sedigen delignam volupta quis et plabore perovidero dolupidem que nam fugitios porem volorio nsequod quidenis et facernat.

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni quid qui ant resequamus aborestiis nulparum eiciisciis inimagn atibusam que nulparum si bea dolest re, nihillaborum aut accaesequia volorup tatius re, seque ne non nem fugit occusant aut parunt molorro maximinus ditias ium ipis ident ex et volorepe maxim cullupt aeptiaectius non non reperum rem qui ut prae essint poris natiuntis dessit dolo mossed enes dem nihilici aut amus, tet, quam facias audipidel inimus qui il modis doloraeped quodipi cturiti venis eaquae venimol orendipsum quia voles eos dia

Sincerely

Your name here Title

Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum, temperumquas ratem vendestius, il est, sandant usamend isciunt vel et por aliquatque dolorum et unt occus doleni Dusdaeri beriatu sdaecer ionsendae restem vellignatium qui simin coritatquo tem etus anime eum.

OUR IDENTIT Y

L ANYARD

71

How graphic elements can be used in a physical way.

Line pattern used on ribbon

Crop of logo

Expiry Sample name Access ABC Limited

Name Sample name Host Sample name Company ABC Limited

OUR IDENTIT Y

MERCHANDI SE – C A M P U S

72

Some examples of how the identity can be applied to merchandise. Relevant statements can be used to reinforce the idea that this is a place of scientific discovery and life-changing science.

1. 8 M IL L IO N DN A F IT O N TO T H E T IP O F T H IS P E N C IL

Wellcome Genome Campus – T +44 (0)122 349 5000

OUR IDENTIT Y

MERCHANDI SE – SU B -B R A N D

73

Some examples of how the subbrand identities can be applied to merchandise. Relevant statements can be used to reinforce the idea that this is a place of scientific discovery and life-changing science.

By using the words from each subbrand and applying them to relevant merchandise, you can show how the three sub-brands collaborate by connecting the words physically.

GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GACTG GTCYOUR GENETIC CODE ATCG GTCA GTCA ACTG ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTGGTCA ACTG GTCA SCGT AA HOLDS THE CLUES GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG ATCG GTCA ACTG GTCA SC TO LIFE-CHANGING GTCA GTCA ACTG ATCG ACTG GTCA ACTG GTCA SCGT ATCG GTCA ACTG ACTG GTCA SC SCGT AA DISCOVERIESGTCA ACTGGTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGATCG GTCA ACTG GTCA GTCA ACTG GTCA SCGT ATCG GTCA ACTG GTCA SCGT ATCG GTCA

OUR IDENTIT Y

An example of how the identity can work across a digital platform such as a website holding page.

W E B SI T E H O LD I N G PAGE

74

OUR IDENTIT Y

An example of how a sub-brand identity can work across an online e-mail template.

GE N E R I C E M A I L T E M P L AT E

75

76

CONTAC TS For brand assets such as logo or typeface files please contact Susan Quick, Campus Project Manager at susan.quick@wellcomegenomecampus.org

4