Bayes Centre Brand Book

Brand Book

Identity Guidelines

Purpose

Name Tone Values Vision

The Bayes Centre sits within the University of Edinburgh, pulling together its expertise across data science and artificial intelligence, but it also sits within the Data Driven Innovation (DDI) project, as one of six DDI hubs.

We have a wide and ranging remit, which includes educational programmes, entrepreneurship and working with industry partners, business development and support, research programmes that stretch across the university.

With disparate target markets, it is important to ensure that we understand the core identity of the Bayes Centre, so that we can then tailor our marketing to each group, while maintaining a common identity.

PURPOSE

We will use Data Science and AI to address key societal challenges, by creating communities where innovative solutions are found, which utilise the University of Edinburgh’s expertise and resources.

VISION

We will provide economic and societal benefits by utilising AI and Data Science to empower and upskill businesses and individuals. We will foster and encourage entrepreneurship and innovation, creating a society which is empowered to face tomorrow’s challenges.

VALUES

Seek and Value Inclusion

We are diverse, inclusive, and accessible to all. We believe that we can only find the best ideas and ways of working when everyone has a voice.

Working with Integrity

We place our morals and values first, beyond profit or personal gain. We use this to guide our decisions, our growth and how we treat each other.

Partnering and Collaborating

Loyalty to ourselves and others

We value our staff and we treat those we partner with fairly. We respect our community and hold allegiance to the interests of our region and our country and strive for relevance to themeveryone has a voice.

We seek to work with others and share ideas which allow us both to grow and develop. We believe strength is found in teamwork.

Service at all levels

Our role is to serve our customers, no matter their form, and provide the highest possible level of customer service to them.

Transformation

We believe in change and improvement – this is a place of growth for individuals, businesses and ideas and we seek the concept which takes a bold step or leads to a paradigm shift.

Willing and opportunistic

We look to embrace every opportunity, exploring the power of saying yes.

TONE

The Bayes Centre sits within the University of Edinburgh, which brings with it the perceptions of respectable, traditional, stable, global and liberal.

The University identity may also bring about perceptions which do not apply to the Bayes Centre, such as traditional or inflexible and so our identity pulls the best from our parent institute, while maintaining our own voice.

Useful

Our voice has a purpose, so we are tothe-point and direct in our messaging to our audiences. This follows from service at all levels.

Bold and exciting

Our voice is excited, fun and eager to share. We speak with enthusiasm about our successes and those of our community. This follows from Transformation.

Simple

The concepts we address may be complex, but we will address them in a way that is easy to understand. We will avoid confusing terminology or acronyms and strive to be inclusive and accessible. This follows from Seek and Value Inclusion.

NAME

The Bayes Centre must be referred to with its full name wherever possible i.e. “The Bayes Centre”.

In a longer document, it is acceptable to refer to “Bayes” by itself once the “The Bayes Centre” descriptor has been used in full the first time. It is acceptable to remove the “The” when grammatically it makes no sense to include it.

Visual Identity Guidelines

Logo

Typography

Imagery

Colours

The Bayes Centre has a range of different markets and for each it may require different brand elements, methods of communication or even messaging, but by establishing and relating everything the core Bayes Centre identity, there will be a commonality which links all of these aspects, no matter how diverse.

These guidelines are intended to be a guide to help keep the Bayes Centre brand consistent across a range of applications.

LOGO Primary Usage

Jade on Beige Background

On light backgrounds the coloured jade version of the logotype should be used.

The colour values should never be adjusted.

Beige on Navy Background

On dark backgrounds the coloured jade version of the logotype should be used. The colour values should never be adjusted.

Secondary Usage

Black on light

On light backgrounds the solid black version of the logotype should be used.

The colour values should never be adjusted.

White on dark

On dark backgrounds the solid white version of the logotype should be used. The colour values should never be adjusted.

Usage with the University logo

The University of Edinburgh logo must always be used in conjunction with the Bayes Centre logo.

The Black or White Stacked version of The University logo must be used. However if the coloured University logo is required it must be paried with the coloured Bayes Centre logo.

Colour values and aspects must never be altered.

Positioning

In-Line

When positing the logos in line with each other the University logo must always be positioned first.

Stacked

When positing the logos on top of each other the University logo must always be positioned on top.

Colouring

The black University logo must be used with the Jade and black Bayes Centre logos. Black The white University logo must be used with the beige and solid White Bayes Centre logos. White

TYPOGRAPHY

The Bayes Centre uses one typeface in multiple weights.

Roboto Roboto Roboto Roboto

IMAGERY

To guide the creation and use of imagery within the Bayes Centre, the following basic principles should be followed.

Real

Images should, when possible, show actual people and projects from the Bayes Centre. We should strive to have photography which represents us, our community and places us within Scotland.

Images should avoid photoshopping which misrepresents the reality of the images.

Diverse

Images should be chosen which reflects the diversity of our community and also seeks to inspire others from less represented backgrounds by showing that all are welcome within The Bayes Centre.

Inspirational

Images should seek to show the best of us and our community, to inspire others by the incredible work that we undertake and support.

Clarity

Images should seek to focus on a single subject and present bold, full stories. Avoid images which are cluttered, busy or which cannot be understood without explanation.