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Brand Guidelines.


Welcome. In the following pages you will be introduced to our brand, and shown how to use it effectively. Our brand is composed of a number of basic elements that come together to create a distinctive look that makes us instantly recognisable. We aim to capture the core values of the Loughborough University Visual Communication 2015 finalists, creating a platform from which we can present our work and ourselves. RAW represents a diverse mix of people, who use a variety of different methods to communicate powerful messages. Despite being made up of such a range of individuals, there are some characteristics that we share as a collective. We are bold, diverse, and versatile.


Contents

1 2 3

Our logo....................................................................01 Wordmark..................................................................03 Strapline & Logo........................................................05

Our typeface.............................................................09 Print & Digital.............................................................11 Alternative..................................................................13

Our colour palette....................................................15 Black..........................................................................17 White..........................................................................19 A final thought......................................................................21


1


Our logo is the primary element of our visual identity.


Wordmark

Our wordmark acts as a signature across all our communications, representing us as a collective. The bold brush strokes signify our unique ability to make a lasting impression.

f i le:

raw_wordmark-black.ai

25mm / 100px


0.15x

height = x

0.15x

0.15x

0.15x

Ensure our wordmark has maximum impact by using it correctly. Allow it to breathe by making sure no other elements enter the exclusion zone, marked here by the dotted line. So that our logo remains visible at all times, be aware of our 25mm/100px minimum size.

f i le:

raw_wordmark-white.ai

25mm / 100px

03 04


Strapline & Logo

Loughborough University Visual Communication 2015

0.5x

height = x

0.5x

0.5x

Loughborough University Visual Communication 2015 0.5x

Our strapline defines who we are. When using the strapline be particularly aware of the 35mm/100px minimum size. There is no point having a strapline if the legibility is compromised.

f i le:

raw_strapline-white.ai

Loughborough University Visual Communication 2015

35mm / 150px


0.15x

height = x

0.15x

0.15x

0.15x

Loughborough University Visual Communication 2015 0.15x

Remember to give our logo room to breathe. Ensure no other elements enter the exclusion zone, marked here by the dotted line. If our logo must appear any smaller than 35mm/150px in width, remove the strapline and refer to the minimum size of the wordmark.

f i le:

raw_logo-black.ai

Loughborough University Visual Communication 2015

35mm / 150px

05 06


Applying our logo

Loughborough University Visual Communication 2015

Do not use our logo on backgrounds that have a similar or same tonal value. This excludes print finishes such as emboss, deboss, or foil block etc.

f i le:

raw_logo-black.ai

Loughborough University Visual Communication 2015


—

Loughborough University Visual Communication 2015

Do not add embellishments like gradients, colour, drop-shadows etc to our logo.

f i le:

raw_logo-white.ai

Additionally, never attempt to stretch, rotate or re-arrange our logo.

Loughborough University Visual Communication 2015

07 08


2


Our typeface is Helvetica Neue. We specifically chose a font with crisp, clean strokes to contrast with our wordmark.


Print & Digital

Aa To keep our brand consistent on all media, use Helvetica Neue where possible. Available from www.fonts.com

f o n t:

Helvetica Neue Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz (.,:;ÂŁ$&@*) 0123456789


11 12

Aa Keep it simple. Use as few different font sizes as possible (usually around three is enough).

f o n t:

Helvetica Neue Regular

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz (.,:;£$&@*) 0123456789


Alternative

Aa If Helvetica Neue is not available (for example on PC web), substitute with Arial. Available from www.fonts.com

f o n t:

Arial Bold

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz (.,:;ÂŁ$&@*) 0123456789


Aa All typographic elements must be in the specified fonts. This excludes display fonts which appropriately communicate the design’s intent.

f o n t:

Arial Regular

ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklmn opqrstuvwxyz (.,:;£$&@*) 0123456789

13 14


3


Our colour palette consists of only two colours, black and white. This contrast allows our work stands out in its full spectrum of colour.


Black


PMS  Black 6 CMYK 60,40,40,100 RGB  35,31,32 #000000

17 18


White


CMYK 0,0,0,0 R GB 255,255,255 #F F F F F F

19 20


A final thought. If you’re ever in doubt, just refer back to this document. We don’t ask for much, just a little love and respect for our brand.



Raw Brand Guidelines