Kclsu full brand guidelines

KCLSU Brand Guidelines

King’s College London Students’ Union March 2017

Company Registered Number: 5762196 Registered Charity Number: 1136729

kclsu.org

KCLSU Brand Guidelines

Contents

2 01 Introduction

04 KCLSU Projects and Activities

06 Environmental Graphics

08 Commercial: KCLSU Venues

KCLSU Logo Fonts Colours: Primary Palette Colours: Secondary Palette

KCLSU: Lock ups Projects and Activities

Branding Directional Door numbers

Venues event posters The Shed Guy’s Bar Waterfront Bar & Kitchen King’s Shop

02 Design elements Colour combinations Photography Patterns Icons Infographics

03 KCLSU Logo spacing Things not to do Clearance Zone External Partners and Co-branding

kclsu.org

05 Print Media Guidelines Sizes Posters Posters: KCLSU led Posters: Student led and Liberation campaigns Table Talkers Stationery: Letterhead Stationery: Other Pull up banners: Generic Pull up banners: Zones Pull up banners: Feather Generic Belly Poster Generic Staff T.shirts

07 Digital Media Guidelines Powerpoint Template Video Redbus Student Centre screens Social Media Website Typography Website banners Social Media banners Instagram

09 Language Guidelines Talking the Talk Voice Styles

KCLSU Brand Guidelines

Introduction

3

01 kclsu.org

We’re here to make sure every King’s student has the best student experience possible. We’re run by students, for students.

Our brand is who we are. It’s the set of ideas, emotions and associations that come to mind whenever anyone thinks about KCLSU. It’s our campaigns, veunes, website, our tweets and in every communication that comes from us.

But its more than that too.

Our brand is in all of our activities from talking to our members, our relationship with the University right through to HR, finance and admin.

It’s also how you talk to your colleagues, and the way you interact with everyone else on behalf of KCLSU.

KCLSU Brand Guidelines

KCLSU Logo

4 Our logo is clean and simple, and has been designed so that students see at a glance that KCLSU is a Union that includes them.

It’s made up of the KCLSU wordmark, and the strapline ‘Our Students’ Union’.

1. The default logo is in KCLSU Orange. Using this colour helps enhance the recognition of the logo and reinforces our brand identity.

Wherever possible, use this against a white background

Default logo

(primary logo)

Black

(primary logo)

2. Where only black and white printing is possible, the logo is to be used in black.

3. Where contrast is limited on a brandcoloured background, the logo can be reversed to white.

Limited contrast

4. For externally-facing communications where the strapline is inappropriate, such as joint comms for Varsity, wordmark will be used alone.

External

kclsu.org

KCLSU Brand Guidelines

Fonts

5 Typography is an important aspect of our brand identity.

We use two sets of fonts both serving different purposes whilst working together to communicate our messages.

Use Option 1 for designed graphics, internal documents, presentations, spreadsheets and documents that will be sent as PDF documents.

Use Option 2 for any documents and presentations that will be delivered externally, unless you’re able to convert the files to PDF.

Option 1 Headline Font Bree Bold For Word documents headline font size should be no more than 24pt

Sub Heading Font FS Emeric Medium For Word documents sub heading font size should be no more than 18 pt

Body copy FS Emeric Regular For Word documents body copy size should be no more than 12 pt

Note: URL FS Emeric Bold Only use FS Emeric Extra bold for URLs. It should never be used as headlines or subheadings.

kclsu.org

Aa Aa Aa Aa

Option 2

AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£

Headline Font: Cambria

Sub headings: Arial Bold

Body copy: Arial Regular

AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£

KCLSU Brand Guidelines

Colours Primary palette

6 Our colour palette helps reinforce who we are as a brand giving us the personality of being fun, friendly and active.

You must use at least one of three colours from the primary palette supported with no more than 2-3 colours from the secondary palette.

Primary colour palette At least one primary colour must be used in all marketing communications

Use of tints As a general rule, tints of the colours are to be avoided, but may be used for graphs and charts where colours are limited (eg single-colour printing).

kclsu.org

KCLSU Orange CMYK: 3 76 88 0 RGB: 230 88 42 HEX: #E6582a

KCLSU Teal CMYK: 63 0 38 O RGB: 94 189 176 HEX: #5ebdb0

KCLSU Purple CMYK: 83 100 23 10 RGB: 80 38 105 HEX: #502669

PMS: 7579 C RAL: 2004

PMS: 563 C RAL: 6027

PMS: 269 C RAL: 4007

KCLSU Brand Guidelines

Colours Secondary palette

7 The secondary colour palette provides some flexibility and room for creativity in our communications, while harmonising with the primary colour palette.

Secondary colour palette No more than 2 secondary colours should be used.

Navy CMYK: 100 75 45 47 RGB: 12 47 71 HEX: #0C2F46

Pink CMYK: 1 63 44 0 RGB: 238 125 121 HEX: #EE7d79

Mustard CMYK: 1 45 90 0 RGB: 244 158 37 HEX: #F49E25

Black CMYK: 91 79 62 97 RGB: 0 0 0 HEX: #000000

White CMYK: 0 0 0 0 RGB: 255 255 255 HEX: #FFFFFF

Warm Grey CMYK: 27 20 21 2 RGB: 193 193 193 HEX: #C1C1C1

Neutral palette No more than 2 secondary colours should be used.

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Periwinkle CMYK: 73 68 1 0 RGB: 95 91 163 HEX: #5f5ba3

KCLSU Brand Guidelines

8

02

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Design elements

KCLSU Brand Guidelines

Colour Combinations

9 We use a blocking system in our communications to help differentiate between KCLSU and Student led/ liberation campaigns.

Primary colour palette

Before developing the colour scheme, be sure it matches the message that is being communicated.

At least one primary colour must be used in all KCLSU led marketing communications

Example of colour combination and percentages.

All KCLSU led marketing will use the primary palette, whereby student led campaigns are free to used colours from the secondary palette.

For more information please refer to page 24-25.

kclsu.org

Possible colour combinations include:

25% Primary Colour

50% 25%

Primary or Secondary colour

KCLSU Brand Guidelines

Graphics Photography

10 We use photography to demonstrate the people, community, and action that makes KCLSU what it is.

We use real natural photos, taken in action.

The main focus of the image show our members having a great time, getting involved, socialising, connecting and making a difference. Our photography should show diversity, energy and positivity.

0: 1.3% 60: 40% 100: 100%

We duotone our photography to further unify our communications using the following duotone channels:

0: 1.9% 60: 22.5% 80: 50.6% 100: 100%

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KCLSU Brand Guidelines

Graphics Patterns

11 Patterns, inspired by our campus buildings, inject energy across our brand.

These are to be used in moderation and should only to be used across stationery, environmental graphics and if needed used within annual and impact reports.

Staff Office 1

They should never be used in KCLSU / Student led campaigns.

Designers are encouraged to play with the stroke weight and angles to form shapes and patterns.

Stationery

Wall graphics

kclsu.org

Glass doors

KCLSU Brand Guidelines

Graphics Icons

12 We’ve created a custom library of icons we can use across our spaces and documentation.

We use our own grid and it should be used when further icons need to be created. All icons must use the same weight in stroke for consistency (3pt).

WC Icons

Other If using colour, icons must use the primary colour palette. e.g. White vinyl on black high gloss perspex - centralised

Values

Grid

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Graphics Infographics

KCLSU Brand Guidelines

13 We want to be as clear and engaging as possible when presenting data.

Use bold, flat colours.

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KCLSU Brand Guidelines

14

03

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KCLSU Logo spacing

KCLSU Logo Things not to do

KCLSU Brand Guidelines

15 Our logo is central to our brand identity and shouldn’t be modified in any way.

Don’t: 1. Squash the logo 2. Outline the logo 3. Place the logo at an angle other than horizontal.

4. Place logo in a box.

5. Place logo on a non brand colour.

6. Overlay with images or additional text.

7. Apply a drop shadow.

8. Use tints of the logo

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KCLSU Brand Guidelines

KCLSU Logo Clearance Zone

16 The ‘exclusion zone’ is the clear area that surrounds the KCLSU logo. To ensure that the logo remains clear and has impact, nothing should ever appear inside the exclusion zone.

The clear space (shown here as X) is proportional and is defined as the width of the letter ‘s’ within the logo at whatever scale the logo is used.

Internal logo (primary logo) The clear space (shown here as X) is proportional and is defined as the width of the letter S within the logo of that size.

External logo The clear space (shown here as X) is proportional and is defined as the width of the letter S within the logo of that size.

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x

x

x x

KCLSU Brand Guidelines

KCLSU Logo External Partners and Co-branding

17 There are many instances when KCLSU works together with other organisations.

Hierarchy The Logo hierarchy varies and is determined by the type of partner relationship. Considerations such as who is leading the partnership determine the placement of the various logos.

There are three formats for external cobranding. Unless specified, the primary KCLSU logo must be used. Clear space and minimum size standards must be adhered to while giving enough space to partnership logos.

Equal Partner

x

Occasionally our logo will need to be used outside of work purposes.

Partnership logo here

Logos should be presented side by side, and left aligned with clear space. x

The clear space (shown here as X) is proportional and is defined as the width of the letter ‘s’ within the logo of that size.

a)

Equal partner When KCLSU is an equal partner, our logo should be presented side by side, separated by a vertical line. It is recommended that the KCLSU logo be right aligned. Partner logos should also be scaled to the same height of the KCLSU logo.

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Examples a) King’s College b) Student Universe

b)

1/2 X

x

KCLSU Brand Guidelines

18

04

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KCLSU Projects and activities

KCLSU Brand Guidelines

KCLSU Lock-ups

19 We run several initiatives and support several groups. Apart from our Venues and our Shop, all our activities use the KCLSU brand.

Sometimes in our communications, the specific initiative or group we’re promoting needs to be made clear.

Those categories will therefore be presented in lock-ups. These lend consistency within the KCLSU brand while allowing for flexibility.

Each lock up will need to be positioned in the top left hand corner at all times. They are not allocated any particular colour but should appear in either one of the three primary colours or reversed out in white.

At no point should the lock up be separated to stand alone. Each one should be accompanied by KCLSU at all times. This will further reinforce the connection between the two and support the KCLSU brand as a whole.

KCLSU Macadam Cup and KCLSU Awards have a few additional considerations which can be see on page 21.

kclsu.org

Partnership brands

More information All projects must sit under the KCLSU brand at all times.

They need to be presented in 1 of 3 primary colours or reversed out in white where contrast is needed.

On occasions where the collaboration is with an external partner, the KCLS U wordmark should not be visible.

It should, where possible clearly state the cobranding partnership.

AGM

KCLSU Brand Guidelines

KCLSU Projects and Activities

20 KCLSU Events Our entertainment is provided by KCLSU Events, offering a range of partnership events ranging from culture to nightlife.

The KCLSU brand and KCLSU Events have a parent brand relationship.

Communications will reflect general KCLSU communications .

Occasionally artwork will be provided by external event organisers. These should be used against the blocking system as shown on page 24. Where artwork is unavailable stock imagery may be used, although it must be graded using the KCLSU photographic treatment shown on page 10.

All projects must sit under the KCLSU brand at all times.

Each lock up will need to be positioned in the top left hand corner at all times.

Primary colour palette

KCLSU Orange CMYK: 3 76 88 0 RGB: 230 88 42 HEX: #E6582a

Typography

kclsu.org

Primary colour

They need to be presented in 1 of 3 primary colours or reversed out in white where contrast is needed.

Headline font: Fs Emeric Extra Bold

KCLSU Teal CMYK: 63 0 38 O RGB: 94 189 176 HEX: #5ebdb0

AaBbCc 123@ÂŁ

KCLSU Purple CMYK: 83 100 23 10 RGB: 80 38 105 HEX: #502669

Body copy: FS Emeric

AaBbCc 123@ÂŁ

KCLSU Brand Guidelines

KCLSU Projects and Activities

21 KCLSU Macadam Cup Macadam Cup celebrates the rivalry between GKT and KCL both of which have their own traditional colours.

We use these colours exclusively to communication sport.

Crest colours

CMYK: 8 98 84 2 RGB: 214 26 42 HEX: # D61A2A

CMYK: 4 38 93 0 RGB: 242 170 27 HEX: # F2AA1B

CMYK: 25 32 72 11 RGB: 187 158 85 HEX: # Bb9e55

CMYK: 39 25 19 3 RGB: 167 177 190 HEX: # A7b1be

CMYK: 99 88 18 4 RGB: 40 55 123 HEX: # 28377b

KCLSU Awards Students at King’s do amazing things, and every year we have two events to celebrate their achievements.

Communications for Awards include gold and silver.

Celebratory colours

Varsity Varisty is our rival sporting event against UCL. Communications for Varsity include red and black.

CMYK: 8 98 84 2 RGB: 214 26 42 HEX: # D61A2A

kclsu.org

CMYK: 91 79 62 97 RGB: 0 1 0 HEX: # 000100

CMYK: 25 32 72 11 RGB: 187 158 85 HEX: # Bb9e55

CMYK: 91 79 62 97 RGB: 0 1 0 HEX: # 000100

KCLSU Brand Guidelines

22

05

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Print Media Guidelines

KCLSU Brand Guidelines

Print media Sizes

23 The table below outline margins and logo sizes for various paper sizes.

Follow the table below when creating artwork.

Dimensions 105 x 148 148 x 210 210 x 297 297 x 420 420 x 594 594 x 841

Size A6 A5 A4 A3 A2 A1

Columns Logo size

Gutter

Margin

4 4 8 12 16 20

4 4 4 4 4 4

4 4 4 6 8 10

(w)

20 mm 27 mm 36 mm 55 mm 82 mm 118 mm

A5/6

148 x 210 4 columns

kclsu.org

A4

210 x 297 8 columns

A3

297 x 420 12 columns

A2 420 x 594 16 colums

A1 594 x 841 20 columns

KCLSU Brand Guidelines

Print Media Posters

24 There are 2 types of posters:

Note:

1) KCLSU led 2) Student led

A2 is the most common file format, the following sizes should be used as a reference point. It is at the designers discretion to adapt where necessary.

Block A acts as a platform serving two purposes. a) Contain information of the event being promoted. b) Colour graded dependent on where the information is coming from. (Is it student or KCLSU led?) c) Note: Block A is not height specific. It is at the Designers discretion to determine the height of this area.

Block B supports the message through imagery.

Either a mixture of illustration or photography.

15 mm 15 mm

KCLSU logo must however, adhere to size provided on page 20.

Block A Headline: 65 pt Subheading: Body copy: 34 pt KCLSU logo width: 82 mm URL: 60 pt

Block B Activity and Project lock up: Height: 15 mm

Headline Block A

Subheading

Body copy xxxxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxxxx 60 pt

Use the correct number of columns dependent on the file format.

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A

15 mm

If using photography, the image must be duotoned as seen on page 10.

Where illustration is being used be sure not to exceed the total number of colours. The choice of colour used in Block A must also be referenced in this section.

B

Block B

All posters are split in two parts which work together to communicate our messaging.

A2 : 16 columns

width: 82 mm

margins: 8 mm

KCLSU Brand Guidelines

Print Media Posters: KCLSU led

25

Block A must use colours from the primary colour palette only.

Colour block

It is important that one primary colour is used to reinforce the message is coming from KCLSU. This colour will make up 50% of your colour combination.

The rest can be made up of no more than 2-3 colours from either the primary or secondary palette.

information and state where this message is coming from.

Block B can either be an illustration or a photographic image. All photographs must adhere to our house style as seen on page 10.

Block A: To house event

Only use colours from the primary palette.

Block B: No more than

4 colours are to be used including font colour and that used in part A.

Block B All colours

Whenever possible use the primary logo. Where contrast is low invert the logo to white.

Tell us what you think Tell us what you think about our Union and proposed changes to the Student Officer team.

Block A Primary colour

kclsu.org

Win ÂŁ75 vouchers!

kclsu.org/survey

KCLSU Brand Guidelines

Print Media Posters:

Student led and Liberation campaigns We differentiate student led and liberation campaigns from KCLSU communications by reversing the colour blocking rule.

Block A can use any colour from the secondary colour palette only.

It is important that one secondary colour is used to reinforce the message is a student / liberation campaign. This colour will make up 50% of your colour combination.

The rest can be made up of no more than 2-3 colours from either the primary or secondary palette.

26

Colour block Block A: To house event information and state where this message is coming from.

Only use colours from the secondary palette.

Block B: No more than

4 colours are to be used including font colour and that used in part A.

Block B All colours

Whenever possible use the primary logo. Where contrast is low invert the logo to white.

If artwork is provided externally continue to colour block A from the secondary palette.

Block A Secondary colour

kclsu.org

October 2016 Explore Black History with events from student actvity groups, societies and sports clubs throughout October

KCLSU Brand Guidelines

Print Media Table talkers

27 Dimensions: A4 folded table talker Folded to 210 x 99mm Headline: Bree Serif Bold 18pt Tagline and body copy: FS Emeric Medium 14pt Body copy: FS Emeric Medium or FS Emeric Regular (at designer’s discretion) 14pt URL: Between 14 - 18pt KCLSU logo: 25.5 mm wide

10mm (h)

Tell us what you think Tell us what you think about our Union and proposed changes to the Student Officer team.

Win ÂŁ75 vouchers!

kclsu.org/survey

kclsu.org

Note: The central side of this example shows an example of artwork supplied by an external source.

KCLSU Brand Guidelines

Stationery Letterhead

28 Dimensions: 210 x 297 Font: FS Emeric Address 1: 12 pt Registered charity: 9pt Social Media: 9 pt Logo size: 42 mm Outer margins: 12mm Columns: 8 Margins: 5mm

12.01.2016

Dear Mr Smith,

Reverse: patterned

Contrary to popular belief, Lorem Ipsum is not simply random text. It has roots in a piece of classical Latin literature from 45 BC, making it over 2000 years old. Richard McClintock, a Latin professor at Hampden-Sydney College in Virginia, looked up one of the more obscure Latin words, consectetur, from a Lorem Ipsum passage, and going through the cites of the word in classical literature, discovered the undoubtable source. Lorem Ipsum comes from sections 1.10.32 and 1.10.33 of “de Finibus Bonorum et Malorum” (The Extremes of Good and Evil) by Cicero, written in 45 BC. This book is a treatise on the theory of ethics, very popular during the Renaissance.

The first line of Lorem Ipsum, “Lorem ipsum dolor sit amet..”, comes from a line in section 1.10.32.

The standard chunk of Lorem Ipsum used since the 1500s is reproduced below for those interested.

Sections 1.10.32 and 1.10.33 from “de Finibus Bonorum et Malorum” by Cicero are also reproduced in their exact original form, accompanied by English versions from the 1914 translation by H. Rackham.

12mm

Yours sincerely

kclsu.org

HR

Stationery Other

KCLSU Brand Guidelines

29 Comp slip Dimensions: 210 x 99 Font sizes Address: 7 pt (top right hand corner) Campus site and contact details: 8pt (bottom left hand corner) Social Media icons: Purple

Business Cards Dimensions: 86 x 55 Font sizes Name: 15pt (Bree Bold) Job title: 12pt Body: 8pt Small print: 6pt

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KCLSU Brand Guidelines

Pull up banners Generic

30 Generic KCLSU

Campus specific

Note

Dimensions: 800 x 2000

Dimensions: 800 x 2000

Social media: 105 pt URL: 200 pt

Social Media: 105 pt KCLSU@: 346 pt

Banners can be split in two parts which work together to communicate our messaging, similar to posters seen on page 26. Please refer to these guidelines and adapt approriately.

Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

URL: 200 pt KCLSU logo size: 215 mm

kclsu.org

Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

KCLSU Brand Guidelines

Pull up banners Zone banners

31 Zone banners are specific to the KCLSU Welcome Fair and are used as a means of wayfinding when temporary KCLSU branding is required.

Block A can use any colour from the main KCLSU colour palette.

KCLSU Zone Dimensions: 800 x 2000 Headline: 330 pt Font: Bree Serif Bold URL: 127 pt Font: FS Emeric Bold KCLSU logo size: 215 mm

Liberation Associations

Social media: 105pt Font: FS Emeric Medium Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

kclsu.org @kclsu /kclsupage @kclsu

kclsu.org

KCLSU Brand Guidelines

Feather banners Generic

32 Generic:

Generic:

Dimensions: 24 x 115 inches

Dimensions: 24 x 115 inches

Margins: 100 mm Bleed: N/A

Margins: 100 mm Bleed: N/A

King’s Shop

Note: Text should not be flipped on its side to fit the banner height.

It is at the designers discretion to decide font and URL sizes.

kclsu.org

KCLSU

KCLSU Brand Guidelines

Generic Belly poster

33 Paper size: A4 Headline: Font: Bree Bold Size: 45pt Subheading: Font: FS Emeric medium Font size: 45 pt Body Copy: 14 - 120 pt Font: FS Emeric Regular

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margins: 4 mm gutter: 4 mm

KCLSU Brand Guidelines

T-shirts Generic

34 Front

Back

Dimensions: 800 x 2000mm

Dimensions: 800 x 2000mm

Fonts:

Fonts:

Bree Serif Bold FS Emeric Medium

FS Emeric Bold FS Emeric Medium

Artwork max. width 22cm

Artwork max. width 22cm

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KCLSU Brand Guidelines

35

06

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Environmental Graphics

KCLSU Brand Guidelines

Sigange branding

36 Colonade signage

Plaque signage

Dimensions: 750 x 350

Dimensions: 450 x 525

logo width: 279 mm

logo width: 279 mm URL: FS Emeric 89 pt

Entrance B: Bree Bold 138 pt West Wing: FS Emeric Regular 115 pt Note: High grade

Vinyl values APS: 8301-00 APS: 3520G

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Note: Vinyl backed acrylic sheet with stand offs.

Refer to vinyl values.

Vinyl values APS: 8301-00 APS: 3520G

Signage Directional

KCLSU Brand Guidelines

37 Generic signage Heading: Bree Serif bold 94 pt Body copy: FS Emeric 92 pt Stroke: 10 pt Note: The arrow must be used across all sigange for consistency and be presented as a solid orange block (vinyl) at all times.

Vinyl values APS: 8301-00 APS: 3520G

kclsu.org

Signage Door numbers

KCLSU Brand Guidelines

38 Dimensions: (A2) 420 x594 Stroke: 45 pt Name: FS Emeric 229 pt Leading: 190 pt

Vinyl values APS: 8301-00 APS: 3520G Black

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KCLSU Brand Guidelines

39

07

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Digital Media Guidelines

Powerpoint Template

KCLSU Brand Guidelines

40 Powerpoint size: 1280x720 px Headline: Bree Bold 55pt Subheading: Fs Emeric medium 32 pt Body Copy: FS Emeric Regular 24 pt

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KCLSU Brand Guidelines

Digital Video

41 Title card

Title card

Lower thirds

Dimensions: 1920 x 1080 px Headline: Bree Bold 134 px Subheading: FS Emeric Medium 96 px Logo size: 220 px (w)

End title card Logo size: Designers discretion. Must be centralised

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End title card

Lower third Font: FS Emeric Medium Name: 74 pt Job title: 36 pt

KCLSU Brand Guidelines

Digital Redbus

42 Dimensions: 1080 x 1920 portrait

Still image

KCLSU logo size: 228 px

File type: JPEG

Note: The following are

Colour Mode: RGB

Video

recommended sizes and is at the designers discretion to whatever

Video Codec/Container: Quicktime (.MOV)

fits the design at the time.

Frame Rate: 25 fps File Size: max. 10 MB

Heading: Bree Bold 70 pt Subheading: FS Emeric Medium 46 pt Body copy: FS Emeric Regular 38 pt URL: 50 pt

kclsu.org

Note:

File should be delivered in landscape with content 90° clockwise.

Heading Subheading Body copy

Digital Student Centre screens

KCLSU Brand Guidelines

43 Dimensions: 1376 x 775 Still image Colour Mode: RGB File type: JPEG or PNG Note: The following are

recommended sizes and is at the designers discretion to whatever fits the design at the time.

Logo size: 175 px wide Heading: Bree Bold 48 pt Subheading: FS Emeric Medium 42 pt Body copy: FS Emeric Regular 28 pt URL: 38 pt

kclsu.org

Logo KCLSU logo must sit in the bottom right hand corner with a recommended size of 175 px wide.

It is at the deisgners discretion to decide on the size of the supporting URL that will sit in the bottom left hand corner.

Please note the URL should not be bigger than the heading and subheading.

Heading Subheading Body copy

KCLSU Brand Guidelines

Digital Social Media

44 Twitter

Logo

Dimensions: 400 x 400 px

KCLSU should always be presented on an orange background across all social media platforms. Activities and projects should also have the same treatment.

Facebook Dimensions: 160 x 160 px

Youtube Colour Mode: RGB File type: JPEG

LinkedIn LinkedIn profile picture size: 500 x 500 px LinkedIn profile “background” size: 1400 x 425 px LinkedIn cover/banner photo size: 646 x 220 px

King’s homepage icon 224 x 135 px

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KCLSU Brand Guidelines

Digital Website

45

Homepage banner

Event icon

News icon

Partner logos

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KCLSU Brand Guidelines

Digital Website - Typography

46 The website should use Bree (Semibold) as the headliine font supported by Open sans for sub headings and body copy.

Headings = Black Subheadings = Teal Body copy = Black Note:

Option 1 Headline Font Bree semi bold

Sub Heading Font Open Sans semi bold

All links to appear in teal.

Body copy Open Sans regular

kclsu.org

Aa Aa Aa

AaBbCc 123@£ AaBbCc 123@£ AaBbCc 123@£

Digital Website

KCLSU Brand Guidelines

47 Homepage banner Dimensions: 1200 x 300 Colour Mode: RGB File type: JPEG Note: KCLSU logo is not needed on the banner.

Our Partners Dimensions: 330 x 80 Colour Mode: RGB File type: JPEG

kclsu.org

KCLSU Brand Guidelines

Digital Website

48 Event Icon Dimensions: 400 x 255 Colour Mode: RGB File type: JPEG/PNG Note: Event icon must be to the correct size for the KCLSU Event banner to work correctly.

News Icon Dimensions: 200 x 160 Colour Mode: RGB File type: JPEG

Note: This can be either a graphic

related to the article or the KCLSU logo on an orange background.

kclsu.org

Event landing banner pulls event icon into banner.

Yinka Shonibare The Divine Comedy. Revisited

KCLSU Brand Guidelines

Digital Other

49 Mailchimp banner Dimensions: 600 x 200 Colour Mode: RGB File type: JPEG/PNG KCLSU logo size: 97px wide

Tell us what you think Shape our Union

URL: 17pt

kclsu.org/survey

The Insider banner Dimensions: 600 x 100 Colour Mode: RGB File type: JPEG/PNG KCLSU logo size: 80px wide

kclsu.org

KCLSU Brand Guidelines

Digital Social media

50 Twitter in-stream banner Dimensions: 440 x 200 Colour Mode: RGB File type: JPEG, PNG or animated GIF Note: KCLSU logo is not needed on the banner.

Facebook banner Dimensions: 851 x 315px Colour Mode: RGB File type: JPEG or PNG Headline: 31pt Tagline: 21pt Body copy: 17pt URL: 28pt

kclsu.org

Tell us what you think Shape our Union

kclsu.org

KCLSU Brand Guidelines

Digital Instagram

51 Instagram Colour Mode: RGB File type: JPEG/PNG We want our Instagram to show diversity, energy and positivity. The main focus of the image should show our members having a great time, getting involved, socialising, connecting and making a difference.

We recommend using two filters available on Instagram: Colour: Juno Black and white: Inkwell

Juno

kclsu.org

Inkwell

KCLSU Brand Guidelines

52

08 kclsu.org

Commercial KCLSU venue brands

KCLSU Brand Guidelines

KCLSU sub brands Venues event posters

53 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.

Posters

Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font.

Headline: Bree Serif Bold

Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times.

At no point will KCLSU use stock imagery unless it is an event.

The background image should prefereably be presented in full colour at all times.

Guy’s Bar Logo to be centralised: 205 mm (w) Waterfront Bar & Kitchen Logo aligned to top left: 71 mm (w)

Format: A2

Body copy: FS Emeric Medium FS Emeric Bold The drinkaware and It Stops Here logos must remain on all collateral for event promotions within KCLSU venues.

KCLSU logo must however, adhere to size provided on page 21.

Text must always be blocked off to make the text stand out from the background image.

It is at the designers discretion to decide upon font sizes.

Title of event Day and time of event £1 per person entry fee further information further promotional information Note The date/ time of the body copy should always be reversed out.

Our Students’ Union Venues Waterfront Bar & Kitchen is one of our Students’ Union venues.

Any profit we make goes back into providing services for you.

Waterfront Bar & Kitchen, Macadam Building, Strand Campus kclsu.org/waterfront

kclsu.org

Example of how event posters work.

The blocks can use one colour at a time from the primary and secondary colour palettes.

KCLSU Brand Guidelines

KCLSU sub brands The Shed

54 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.

1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font.

For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.

Primary Logo (a) Where possible the primary logo should always be presented in aubergine. (b) Where needed, the logo can be reproduced in black for mono printing. (c) Where contrast is limited, the logo may be reversed to white on a brand colour (d) It is at the Designers discretion to choose which colour way best works for the work being created.

Typography

kclsu.org

Headline: FS Emeric

CMYK: 0 0 0 100 RGB: 0 0 0 HEX: #

Sub heading: FS Emeric Medium

Body copy: FS Emeric Regular

AaBbCc AaBbCc AaBbCc 123@£ 123@£ 123@£

Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is for an event. All photography must be a true reflection of what is served within our commercial venues.

CMYK: 26 99 12 52 RGB: 86 0 56 HEX: #

Primary colour palette

CMYK: 43 100 25 20 RGB: 139 24 93 HEX: # 8B185D

CMYK: 2 62 99 0 RGB: 239 121 9 HEX: # EC7909

CMYK: 43 4 92 0 RGB: 166 194 52 HEX: # A6C234

KCLSU Brand Guidelines

Pull up banners The Shed

55 Generic: The Shed

Dimensions: 800 x 2000 KCLSU logo size: 307mm wide The Shed logo size: 600mm wide Location: 106 pt URL: 183pt

Promotional Dimensions: 800 x 2000 KCLSU logo size: 216 wide The Shed logo size: 389 wide Location: 82 pt URL: 137pt

Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

9

£2.9

Any Pure & Simple Sliced Sandwich Packet of crisps or fruit Can of Pepsi or water (330ml)

kclsu.org

KCLSU Brand Guidelines

KCLSU sub brands The Shed staff uniforms

56 Front

Aprons

Dimensions: 800 x 2000mm

The Shed logo to be centralised of apron.

The Shed logo to be positioned over left breast KCLSU logo on left sleeve.

Artwork max. width 12cm

kclsu.org

Max. width 17cm

KCLSU Brand Guidelines

KCLSU sub brands Guy’s Bar

57 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.

Primary Logo

1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop

(b) Where contrast is limited, the logo may be reversed to white on a brand colour.

Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font.

For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.

Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is for an event. All photography must be a true reflection of what is served within our commercial venues.

kclsu.org

(a) Primary logo is to be presented in black.

(c) It is at the Designers discretion to choose which colourway best works for the work being created.

Typography

CMYK: 69 71 67 82 RGB: 28 20 17 HEX: # 1C1311

Headline font: FS Emeric Bold

AaBbCc 123@£

Primary colour palette

CMYK: 0 56 90 5 RGB: 241 134 38 HEX: # F18626 PMS: 7569 C

CMYK: 0000 RGB: 255 255 255 HEX: #FFFFFF

Body copy: FS Emeric

AaBbCc 123@£

KCLSU Brand Guidelines

Pull up banners Guy’s Bar

58 Generic: Guy’s Bar

Dimensions: 800 x 2000 KCLSU logo size: 307mm wide Location: 106 pt URL: 183pt Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

kclsu.org

Promotional Dimensions: 800 x 2000 KCLSU logo size: 216 wide Guy’s Bar logo size: 389 wide Location: 82 pt URL: 137pt

£x.x

x

KCLSU Brand Guidelines

KCLSU sub brands Guy’s Bar staff uniforms

59 Front

Aprons

Dimensions: 800 x 2000mm

Guy’s Bar logo to always be centralised.

Guy’s Bar logo to always be centralised.

Max. width: 22cm NUS extra logo positioned on left arm Max. width: 7cm No artwork on reverse of t-shirt

Back No artwork on back of t-shirts

kclsu.org

Max. width :17cm

KCLSU Brand Guidelines

KCLSU sub brands Waterfront Bar & Kitchen

60 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.

1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font.

For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.

Primary Logo (a) Primary logo should be presented in Waterfront yellow against a white background. It is also available in black . (b) Where contrast is limited, the logo may be reversed to white on a brand colour. (c) It is at the Designers discretion to choose which colour way best works for the work being created.

Typography

Headline font: FS Emeric Bold

AaBbCc 123@£

Body copy: FS Emeric

Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery unless it is for an event. All photography must be a true reflection of what is served within our commercial venues.

kclsu.org

Primary colourpalette

WF Yellow CMYK: 12 27 99 0 RGB: 249 192 41 HEX: #F8BF29

WF White CMYK: 0000 RGB: 255 255 255 HEX: #FFFFFF

WF Black CMYK: 91 78 62 97 RGB: 0 1 1 HEX: #000101

AaBbCc 123@£

KCLSU Brand Guidelines

Pull up banners Waterfront Bar & Kitchen

61 Generic:

Promotional

Waterfront Bar and Kitchen

Dimensions: 800 x 2000

Dimensions: 800 x 2000

KCLSU logo size: 216 wide

KCLSU logo size: 307 wide

Waterfront logo size: 389 wide

The Shed logo size: 600 wide

Location: 82 pt URL: 137pt

Location: 106 pt URL: 183 pt Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

kclsu.org

ÂŁx.x

x

KCLSU sub brands Waterfront Bar staff uniforms

KCLSU Brand Guidelines

62 Front Dimensions: 800 x 2000mm Waterfront logo to be positioned over left breast Artwork max. width : 12cm

kclsu.org

Generic belly posters All venues

KCLSU Brand Guidelines

63 Generic: The Shed Guy’s Bar Waterfront Bar Dimensions: A4/A3 KCLSU logo size: dependent on format.

Refer to page 17 for guidelines Body copy: 14-120 pt The Shed logo size: A4 - 43 mm (wide) A3 - 80mm (wide) Guy’s Bar logo size: A4 - 106 mm (wide) A3 - 148mm (wide) Waterfront logo size: A4 - 48 mm (wide) A3 - 67mm (wide)

kclsu.org

KCLSU Brand Guidelines

KCLSU sub brands King’s Shop

64 KCLSU has four commercial outlets that benefit from having their own identity and colour palette.

Primary Logo

1. The Shed 2. Guy’s Bar 3. The Waterfront Bar & Kitchen 4. King’s Shop

(b) Where contrast is limited, the logo may be reversed to white on a brand colour.

Each venue must place the KCLSU logo in the bottom right hand corner across all communications, as well as continuing to use FS Emeric as the main body copy font.

For generic communications all commercial venues will adopt the same format/approach to KCLSU generic branding. Examples can be seen at the end of this section.

Photography Venues will not use the KCLSU photographic treatment and should be presented in full colour at all times. At no point will KCLSU use stock imagery. All photography must be a true reflection of what is served within our commercial venues.

kclsu.org

Typography

(a) Primary logo is to be presented in black.

Headline font: FS Emeric Bold

Body copy: FS Emeric

(c) It is at the Designers discretion to choose which colourway best works for the work being created.

Colour palette King’s Shop is free to use all colours from both primary and secondary colour palette to allow flexibility for changing seasons No more than 3 colours should be used at one time.

KCLSU Orange CMYK: 3 76 88 0 RGB: 230 88 42 HEX: #E6582a

KCLSU Teal CMYK: 63 0 38 O RGB: 94 189 176 HEX: #5ebdb0

KCLSU Purple CMYK: 83 100 23 10 RGB: 80 38 105 HEX: #502669

Navy CMYK: 98 91 31 25 RGB: 41 44 92 HEX: #292c5c

Pink CMYK: 1 63 44 0 RGB: 238 125 121 HEX: #Ee7d79

Mustard CMYK: 1 45 90 0 RGB: 244 158 37 HEX: #F49E25

Powder Blue CMYK: 73 68 1 0 RGB: 95 91 163 HEX: #5f5ba3

AaBbCc 123@£ AaBbCc 123@£

KCLSU Brand Guidelines

Pull up banners King’s Shop

65 Generic Shop

Seasonal Shop banner

Dimensions: 800 x 2000mm

Dimensions: 800 x 2000mm

KCLSU logo size: 215 mm

KCLSU logo size: 215 mm

King’s Shop logo size: 519 mm

King’s Shop logo size: 519 mm

URL: 143 pt

URL: 143 pt

Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm

Columns: 6 Gutter: 16 mm Margins: 50 mm Bleed: 6 mm When required for seasonal-themed pull up banners, it is acceptable to use photos not of King’s Shop merchandise.

kclsu.org

Pull up banners King’s Shop

KCLSU Brand Guidelines

66 Dimensions: 1085 x 360px Margins: 165px King’s Shop logo size: 135px wide

kclsu.org

Belly poster King’s Shop

KCLSU Brand Guidelines

67 Dimensions: A4/A3 KCLSU logo size: dependent on format.

Refer to page 17 for guidelines King’s Shop logo size: A4 - 44 mm wide A3 - 60mm wide

kclsu.org/shop

kclsu.org

KCLSU Brand Guidelines

68

09 kclsu.org

Language guidelines

Language Talking the talk

KCLSU Brand Guidelines

69 The language we use is just as important as our visuals to communicate our brand. They work together to deliver a personality that’s recognisably KCLSU.

1. Be clear about what KCLSU is KCLSU is the Union of all students and we want to communicate that, rather than sounding like KCLSU is a service, a team of students, or a place. See the ‘Voices’ section for some examples.

The core of KCLSU’s identity is the fact that it’s a Union that connects together all students at King’s. We want this message to be loud and clear to our members and stakeholders.

2. Be authentic Everything we communicate should be as factual as possible. We find students respond much better to concrete examples (e.g. “Students wanted more kosher food on campus, so we worked together to make that happen”) than abstract statements (“We’re always here to improve your experience”).

We need to communicate a huge variety of things to a very diverse audience. From corporate documents to emails to disciplinary hearings to friendly tweets, which are aimed at groups including Postgraduate students, senior University staff, fellow staff members and many more, use the following guidelines to help you with your communications:

3. Be natural Even in situations where our tone does need to be formal, aim to keep your communications conversational. If your writing sounds natural to you in speech, you’re on the right track.

4. Be inclusive Our members and staff span many identities, cultures, and walks of life. We want our communications to acknowledge this, so make sure you’re not excluding anyone in your communications.

For example, something like “We know you all love bacon sandwiches, so we’ve slashed prices on our breakfast rolls” makes assumptions about who’s reading the message, and excludes people with dietary requirements/preferences.

kclsu.org

KCLSU Brand Guidelines

Language Voices

70 The key to getting this right in our communications is to consider who the communication is going out to, and adapt your voice accordingly.

If it’s going out to our members – use the collective student voice.

If it’s going out to staff – use a collective staff.

If it’s going out to the University or external organisations – use a third person voice.

Here’s what we mean in action: Audience

Students

KCLSU Staff

University stakeholders

External organisations

Voice

Borrow the collective student voice.

Use a collective staff voice.

Use a third-person voice:

Use a third-person voice.

Example:

Example:

Example:

KCLSU is every student at King’s College London. We work together to make sure they have the best University experience possible.

KCLSU is every student at King’s College London.

We’re all working together to make sure each and every student at King’s has the best University experience possible.

King’s College London Students’ Union (KCLSU) is the Union of students at King’s College London.

Example: We are every student at King’s College London. We work together to make sure we all have the best University experience possible.

As a note, collective voices can speak to audiences on an individual level, too. For example, “We’ve got access to a professional Advice Team. No matter what issues you might be dealing with, they’re here for you.”

kclsu.org

KCLSU Brand Guidelines

Language Styles

71 To make sure our communications are as consistent as possible, use these style guides in your writing.

Walking the walk The previous sections have detailed how we can best position ourselves as being fun, friendly, and active.

The experience we provide for our members should reflect the promises that our brand identity has made.

In short, it’s the behaviour we use to deliver the work set out in the Big Plan, it’s how we interact with each other, and it’s how we respond to and work with our members. It’s how we prove that we live by our values.

kclsu.org

Here’s what we mean in action: Use

Not

Dates

25 December; 25 December 2016

December 25; 25/12/16; December 25th ; 25th December

Times

7pm - 8pm

19:00 – 20:00

Numbers

Write out numbers smaller than 10: eg one, two, three…

Use figures for numbers bigger than 10.

Ellipses

...

Any number of dots other than 3

Ampersand use

Use these to connect two words that are related to each other as part of a name or title.

Eg. ‘Waterfront Bar & Kitchen’

In place of the word ‘and’.

Eg ‘Let’s put this on Facebook & on Twitter’

Emphasis

Bold formatting and/or colours from our primary colour palette for emphasis

Underlining, italics, all-caps or colours not in our primary colour palette.

Contractions

Won’t Can’t Couldn’t Haven’t

Will not Cannot Could not Have not

Emphasis

Bold or a colour from our primary colour palette

CAPS, underlined, italics, or ANY COMBINATION OF THE ABOVE

KCLSU Brand Guidelines

Guidelines Edits

72

Type: Guidelines Owner: KCLSU Marketing Depratment: KCLSU Marketing: Design

kclsu.org

Version History Type: Guidelines Owner: KCLSU Marketing Depratment: KCLSU Marketing: Design

Version Date

Summary of change

1.0

Full guidelines in place.

26/03/2017

King’s College London Students’ Union trading as KCLSU Registered in England and Wales, as a company limited by guarantee CRN5762196 Registered office: Macadam Building, Surrey Street, London WC2R 2NS KCLSU is a registered charity – number 1136729