BR AND G U IDEL INES JULY 2020
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 29 30 33 34 38 39 40 41
3. Applications Campus Map Signage Powerpoint Slides Brochures Exhibition Stands Stationery
42 43 45 48 49 51 52
4. Contact
53
IN T R O D U C T I O N
The Wellcome Genome Campus is a place where world renowned scientists and scientifi 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-define 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.
06
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 difficul 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. — We 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.
COLL 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: — We share our problems and challenges to get to the answers more quickly. — We 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 Wellcome and can help with explaining the relationship between the organisations.
WELLCOME G ENOME C A MPU S R E LA T I ONS HIP T EX T S EG U EI NG I N T O T HE M A I N WELLC OM E BOILERPLATE
WELLCOME G ENOME C A MPU S RELATIONSHIP T EX T AND WELLCOME TRUST LEGA L DETAI LS
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 Wellcome. Wellcome 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 Wellcome, 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 Wellcome, 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
10
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.
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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 IDENTITY
ELEMENTS
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
14
OUR IDENTIT Y
OUR LOGOS
15
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
16
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
17
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_ LO GO _ 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
19
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.
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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.
W GC _ 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
21
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.
22
LOGO DON’ T S
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
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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.
LOGO LOCK-UPS
2-Way Lockups
When appropriate a lock-up may involve multiple institutions, partners and supporters.
3-Way Lockups
4-Way Lockups
24
OUR IDENTIT Y
When appropriate, a lock-up may be stacked vertically.
LOGO LOCK-UPS
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
Hex DF4661
PANTONE 320C
PANTONE 158C
Hex E87722
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
COLOUR COMBINATIONS
This page shows colours from our primary palette that pair well together when creating printed and digital brand materials. They can be used with their complimentary colours, shown on page 27.
PANTON E 226C
PANTON E 3262 C
28
PANTON E 711C
PANTON E 158C
PANTON E 158C
PANTON E 390 C
PANTON E 390C
PANTON E 639C
C0 M 100 Y2 K0
C 76 M 0 Y 38 K 0
C0 M 97 Y 75 K0
C0 M 62 Y 95 K0
C0 M 62 Y 95 K0
C 27 M0 Y 100 K3
C 27 M0 Y 100 K3
C 99 M1 Y5 K5
R 208 G0 B 111
R0 G 191 B 179
R 203 G 44 B 48
R 232 G 119 B 34
R 232 G 119 B 34
R 181 G 189 B0
R 181 G 189 B0
R0 G 149 B 200
Hex D000 6F
Hex 00BFB3
Hex CB2C30
Hex E87722
Hex E87722
PANTON E 362C
PANTON E 390 C
PANTON E 3262C
PANTON E 390 C
PANTON E 3295 C
Hex B5BD00
PANTON E 639C
C 78 M0 Y 100 K2
C 27 M0 Y 100 K3
C 76 M0 Y 38 K0
C 27 M0 Y 100 K3
C 100 M5 Y 65 K 26
C 99 M1 Y5 K5
R 80 G 158 B 47
R 181 G 189 B0
R0 G 191 B 179
R 181 G 189 B0
R0 G 120 B 100
R0 G 149 B 200
Hex 509E 2F
PANTON E 285C
Hex B5BD00
Hex 00 BFB3
Hex B5BD00
PANTON E 390 C
PANTON E 2748C
PANTON E 2592C
Hex 007864
PANTON E 2592C
Hex 00A5D9
PANTON E 226C
Hex B5BD00
PANTON E 639C
Hex 00A5D9
PANTON E 234C
C 99 M1 Y5 K5
C 18 M 100 Y6 K 18
R0 G 149 B 200
R 162 G0 B 103
Hex 00A5D9
PANTON E 234C
Hex A20067
PANTON E 158C
C 90 M 48 Y0 K0
C 27 M0 Y 100 K3
C 100 M 95 Y2 K 10
C 58 M 90 Y0 K0
C 58 M 90 Y0 K0
C0 M 100 Y2 K0
C 18 M 100 Y6 K 18
C0 M 62 Y 95 K0
R0 G 114 B 206
R 181 G 189 B0
R0 G 24 B 113
R 155 G 38 B 182
R 155 G 38 B 182
R 208 G0 B 111
R 162 G0 B 103
R 232 G 119 B 34
Hex 007DC3
Hex B5BD00
Hex 001871
Hex 9B26B6
Hex 9B26B6
Hex 00BFB3
Hex A20067
Hex E87722
OUR IDENTIT Y
T YPEFACE
FUTURA 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. 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.
Light Light Italic Book Book Italic Medium Medium Italic Bold Bold Italic
29
Arial
Regular Italic Bold Bold Italic
30
OUR IDENTIT Y
T YPEFACE – U SAGE
FUTURA 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
HEADING
HEADING
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.
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.
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.
31
T YPOGR APH Y USAGE
C H ANG 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
32
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 H ANGING GE NOMIC DE VE LOPME N T S Footnotes: 1. Nem 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.
ELEMENTS
33
OUR IDENTIT Y
Examples of imagery for guidance on photographic styling
PHOTOGR APH Y STY L I N G – A R C H IT E C TU R A L/ T E C H I N IC A L
34
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
35
OUR IDENTIT Y
Examples of imagery for guidance on photographic styling
PHOTOGR APH Y STY LI N G – C U T O U T
36
OUR IDENTIT Y
Photography can bring your design to life and create context for your subject.
2
1
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: — Natural 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.
37
PHOTOGR APH Y
4
Please contact Susan Quick, Campus Project Manager for details of available photographic assets – susan.quick@ wellcomegenomecampus.org
Caption text here
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 TREATMENTS
38
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
39
40
INFOGR APHICS
Data and infographics play an important part in our identity. Genomic data visualisations should be used as inspiration when creating infographics.
EUROPE Lorem ipsum dolor sit amet
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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
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ASIA Lorem ipsum dolor sit amet
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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:
41
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 Wellcome's finance team. As a result of these discussions the project budget has reduced to £15.3m compared to the in-principle 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%
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42
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
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.
SECURITY Please wear your visitors badge and ensure that it is clearly visible at all times. — CCTV is used on Campus for security and monitoring purposes. — Cameras or video equipment should not be used on The Genome Campus without prior permission. — DO NOT leave packages, bags or briefcases unattended. — Eating and drinking is confined to the restaurants and Cafeteria areas. CHILDREN Children under the age of 16 must be accompanied by an adult at all times. Permission to bring children on site should be gained from your host’s Institute management. No Nursery facilities are available to visiting children.
SMOKING Smoking is only permitted in the designated areas around the Campus. Ask your host should you need to use one. WIRELESS ACCESS Computer wireless access is available to visitors. Please ask at the Security Reception. PEDESTRIANS Please ensure you use the designated pathways throughout the Campus and take extra care when in the car parks. TRAFFIC All drivers must adhere to the site traffic regulations and must not exceed the speed limit of 10 mph.
The use of a key is mandatory when the Master Map is applied. This page shows the master Campus map. APPLICATIONS
43
M A STE R C A M P US M A P
and visitor information
MAP 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 RET U RN 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.
We l l c o m e Ge 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 sh ir e C B10 1RQ Tel: 01223 496815
SAFETY SIGN S There are Health an signs displayed throu Campus; please fam yourself with the foll colours and styles: 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.
Hardcopies of this Guide are available at the Campus Security Reception. How the map can look within a printed application such as the Map and Visitor Information Guide. APPLICATIONS
C A M P U S M A P – A P P L IC ATI O N
44
APPLICATIONS
45
C A M P U S SIGN AG E
How the identity can be applied to signage across the Campus All signs should have a consistent layout and type styling/size.
Engineering Workshop
RSF
The Morgan Building Data Centre
Mulberry Court Conference Centre
Willow Court Tennis Court Suite Tennis Court
Conference Centre B Entrance
Deliveries
APPLICATIONS
46
C A M P U S SIG N AG E
Monoliths which use the Campus brand identity elements and colours.
ECNEREFNOC ERTNEC NOITPECER 1
EMBL-EBI Main Building (and East Wing)
2
Sanger Institute Sulston Laboratories
3
West Pavilion
S M O O R T F OL 4
Morgan Building (Data Centre)
5
Research Support Facility
6
EMBL-EBI South Building (home of ELIXIR)
MUROF EHT 7
Ogilvie Building
8
BioData Innovation Centre
9
Cairns Pavilion (restaurant)
KCIRC SICNARF M U I R OT I D UA 10 Visitor Reception 11 East Lodge
12 Gardeners’ Store
13 Water Pump Room 14 Hinxton Hall
15 Conference Centre 16 Willow Court A
YOU ARE HERE
E C N E R E FReception NOC Deliveries ERTNEC
ECNEREFNOC ERTNEC
NOITPEC ER Conference Delegates
NOITPECER
Conference Centre S M O O R Hixton T F OHall L Sanger Institute
S M O O R T F OL
MUROF EHT
MUROF EHT
17 Willow Court B
N O S TA W S E M A J N O I L I V AP 18 Tennis Court Suite 19 North Lodge
20 Mulberry Court
Roads
21 Portacabins
Barclays Bank
Roads
NILKNARF DNILASOR N O I L I V AP Pathways
Communal Area
KCIRC SICNARF M UI R OTI DUA Communal Area Water
Designated Smoking Area
Water
Designated Smoking Area Car Parking
Disabled Parking
RAB
Fire Assembly Point Wheelchair Ramp Access Wheelchair Lift Access
Accessible Toilets
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 DNIL N O I L I V AP
RAB
RAB
Car Parking
Disabled Parking Fire Assembly Point
Wheelchair Ramp Access Wheelchair Lift Access Hearing Loop Availability Cycle Parking Accessible Toilets
Female Accessible Toilets
YOU ARE HERE
N O S TA W S E M A J N O I L I V AP
Hearing Loop Availability Cycle Parking
KCIRC SICNARF M UI R OTI DUA
Pathways
Female Accessible Toilets
Toilets
Male Accessible Toilets
APPLICATIONS
How the identity can be applied to direct people towards individual organisations. Where possible, colours from our palette should be chosen to closely reflect the brand colour of the organisation being signposted.
C A M P U S SIG N AG E
47
APPLICATIONS
A selection of our Powerpoint slide templates are shown on this page. The font Arial should be used, in Bold weight for headings and Regular weight for text.
POWERPOINT TEMPLATE
48
OUR IDENTIT Y
BROC HUR E S
49
Examples of Campus brochure covers that utilise its brand elements.
T R A N S F O R M IN G PER S O N A L IS ED M ED IC IN E LI FE - C H A N G I N G G E N O MI C D E V E LO P ME N TS
WOMEN IN GENOMICS C H A L L E N G E S A N D O P P O R TU N IT IE S – 1- 3 N O V E M E B E R 202 1
OUR IDENTIT Y
50
BROC HUR E S
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SHAPIN G OUR FUT UR E
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A place of life-changing science as a sign-off
THIS IS A PL AC E OF LIFE-CHANGING SCIENCE.
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RUNNING COST £K
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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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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
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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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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
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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
51
EXHIBIT ION STANDS
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
52
STAT IONERY
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
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53
CONTAC TS All queries about the Campus brand should be emailed to: brand@wellcomegenomecampus.org Assets can be found on the Campus intranet or the website (www.wellcomegenomecampus.org) by searching for ĘťlogosĘź.
4