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RICS Marketing March 2001

Brand toolkit for RICS members

The Royal Institution of Chartered Surveyors 12 Great George Street Parliament Square London SW1P 3AD United Kingdom T +44 (0)20 7222 7000 F +44 (0)20 7222 9430 www.ricsonline.org


Brand toolkit for RICS members

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RICS logotype

The Royal Institution of Chartered Surveyors has launched a new, global corporate identity, designed to raise the profile of the organisation and the profession.

Primary logotype

All surveying practices with at least one partner or director who is a chartered or technical surveyor may use the new logotype on their stationery and other promotional material. Use of the designation ‘chartered surveyors’ by firms is limited to those in which chartered surveyors make at least 50% of the partners/directors. Further guidance on the use of the chartered designations is available from the RICS Professional Standards and Consumer Protection department – call +44 (0)20 7334 3770.

Alternative logotype

This brand toolkit aims to help members and designers to understand how to work with the new corporate identity. It is important to follow the guidelines, as consistent application will strengthen the brand, to the benefit of all members. The logotype must not be displayed in a context which would adversely affect the standing of the institution or its membership.

The primary RICS corporate logotype comprises the lion head symbol positioned in a circle to the left of the RICS acronym. An alternative logotype has also been designed with the RICS acronym centred below the lion. This version should only be used when it is impractical to use the primary logotype, due to a measurement constraint on the width.

The lion and acronym should always appear together, never separately. In both versions the relationship between the two elements is fixed and neither part may be altered, distorted or modified in any way. Always select and print the logotype from digital artwork, available from RICS Marketing or downloaded from www.ricsonline.org.


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Brand toolkit for RICS members

Brand toolkit for RICS members

RICS logotype basic principles

RICS colour palette

Preferred sizes

Corporate colours

A4 applications

RICS purple

RICS blue

RICS purple Pantone Matching System (PMS) Process colour HTML / Websafe British Standards Institution Natural Colour System® (NCS)

PMS 269 78c 100m 33k #330033 24 E 58 S 5040-R60B

RICS blue Pantone Matching System (PMS) Process colour HTML / Websafe British Standards Institution Natural Colour System® (NCS)

PMS 540 100c 55m 55k #000033 20 C 40 S 6030-R90B

12.5mm

17.5mm

12.5mm

35mm

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Minimum size 7.5mm

10.5mm

7.5mm

21mm

Clear space rule

The preferred size of logotype for A4 applications, such as stationery and literature, and the minimum size at which the logotype can be printed whilst still retaining legibility are shown above.

The integrity of the logotype will be greatly enhanced when it appears clear of other graphic elements. There should always be a clear space around the logotype of at least the cap height of the RICS acronym.

RICS purple and RICS blue are primary corporate colours. They are the preferred colours in which the logotype appears. These colours are supported by a palette of other light and dark colours, details are available from RICS Marketing or downloaded from www.ricsonline.org. Pantone Matching System (PMS) colours should be specified wherever possible, as this system is the most accurate method of consistently reproducing colour.

If printing methods restrict the use of PMS inks, then colours can be achieved by using the four colour process. Great care should be taken to match the above colours correctly. Always use PMS colours for final comparison, regardless of application, whether in ink, paint or on-screen. The above colour reference numbers are for guidance only – always check colour matching with your printer or supplier, before an order is placed. Obtain proofs or samples whenever possible, to judge colour accuracy.


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Brand toolkit for RICS members

Brand toolkit for RICS members

RICS logotype in colour

RICS logotype on background colours

The RICS logotype should be printed in the corporate colours, RICS purple and/or RICS blue, as detailed on the previous page. They are the preferred colours in which the logotype is reproduced, though there are exceptions for members’ printed material – see pages 6 and 7 for details.

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Two colour logotype RICS purple and RICS blue

Plain background Logotype reversed out

Single colour logotype RICS purple

Full colour dark image Logotype reversed out with black fill

Two colour logotype RICS purple and black

Mono (tint) background Logotype in black

Mono logotype Black

Full colour light image Logotype in black with white fill

Single colour logotype RICS blue

Reversed out of black Logotype in white with black fill

The RICS logotype should be printed in black when it is not possible to reproduce it in the preferred corporate colours. The supporting logotype also follows the same colour specifications. Digital artwork of the RICS logotype in various colour formats is available from RICS Marketing or can be downloaded from www.ricsonline.org.

The RICS logotype may be reversed white out of darker backgrounds or printed in RICS purple, RICS blue or black on lighter tones. Care should be taken to match the colours so that the legibility and integrity of the logotype is retained at all times. For example, never print the corporate blue or purple on background of the same tone or colour.

The same rules apply when the RICS logotype is reversed out of, or printed on, a full colour image. Care should be taken to ensure that the logotype does not appear on a visually complicated or textured background or in an area of the image with a contrasting tonal range, which would inevitably impair the logotype’s legibility.


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Brand toolkit for RICS members

Brand toolkit for RICS members

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Application to members’ stationery

Application to members’ literature

Firm Name & Co 23 High Street Anytown Countyshire AB 1YZ

FIRM NAME CHARTERED SURVEYORS

Tel 0123 4567 8901 Fax 0123 4567 2345

Align the left or right hand edge of the logotype with other wording if appropriate.

Align the base of the logotype with other wording if appropriate.

10mm 10mm

35mm

FIRM NAME CHARTERED SURVEYORS

Firm Name & Co 23 High Street Anytown Countyshire AB 1YZ

This is not actual size

Tel: 0123 4567 8901 Fax: 0123 4567 2345

10mm

James Person FRICS email: james.p@firmname.co.uk

The RICS logotype is used as an endorsement, and therefore should appear on members’ stationery. No part of the RICS logotype may be incorporated, as an integral element, within a members’ own company logotype or symbol. It must be kept independent of the firm’s identity. The logotype may be positioned anywhere at the bottom of, for example, the letterhead, so that it aligns horizontally or vertically with type or other graphic elements.

10mm

It should not be positioned near the edge of the paper, other wording or symbols. See clear space details on page 2. It is preferred that the logotype should be printed in RICS purple or RICS blue colours, as detailed on page 4, or black. Exceptions apply when individual members’ identities utilise other colours and black is not printed on stationery. In this case the logotype may appear in a single colour from the member’s chosen palette.

The RICS logotype may be used for members’ literature and on corporate, promotional or informational items. It may only be used as an endorsement if the specifications, for stationery, provided opposite are followed. The logotype may be positioned anywhere at the bottom of, for example, the back or front cover of a brochure, making sure that it aligns horizontally or vertically with type or other graphic elements. It should not be positioned near the edge of the page, other wording or symbols. See clear space details on page 2 of this guide.

The RICS logotype should be printed in RICS purple or RICS blue, black or reversed white out of a dark coloured background or image, as detailed on pages 4 and 5. Exceptions are on members’ single or limited colour printed material, when individual members’ identities utilise colours that do not include black. In this case the logotype should be printed in a single colour from the member’s chosen palette, when used on a light background, or reversed out white as specified on page 5.


Brand toolkit for RICS members

Application to members’ site boards

James O’Farrall & Partners

Chartered Surveyors

12 Great New Street Warmington Lancashire WM3 3PF Telephone 0127 755 0869

Ja &P 12 Gr Warm Telep

The alternative RICS logotype should be used on site boards, as the available space is limited on the width and this version can be enlarged to a bigger size. The logotype must follow the clear space rule which is outlined on page 2 of this guide. The logotype is to be enlarged to align with the type at the top and bottom of the site board and centred left and right between the edge of the board and the vertical white line.

The site board is to be finished in the new RICS purple to match PMS 269. All type and the RICS logotype appear in white. Recommended sizes are: 2440mm x 610mm (8ft x 2ft) or 1220mm x 305mm (4ft x 1ft). Further information, site board specifications and digital artwork of the RICS logotype are available from RICS Marketing or can be downloaded from www.ricsonline.org.

March 2001 | 001 | Mktg/01 | Designed by Tatham Pearce

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