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British Science Association Brand Tool Kit

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Font Usage

Century Gothic Bold

BRITISH

SCIENCE

ASSOCIATION

science communication conference

Master Logos

Positional Guides

Sub Brands

Colourways

CREST Awards

Image Usage

13th &14th July 2006

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British Science Association Our new brand

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Brand Toolkit Contents

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01 Contents ........................................................................................................................................... 02 What is a brand? ........................................................................................................................................... 03 An impactful brand ........................................................................................................................................... 04 Flexibility of the identity ........................................................................................................................................... 05 Consistency with existing marks ........................................................................................................................................... 06 The use of colour – primary palette ........................................................................................................................................... 07 The use of colour – secondary palette ........................................................................................................................................... 08 Recommended and restrictive usage ........................................................................................................................................... 09 Differing format requirements ........................................................................................................................................... 10 Positioning of the logo ........................................................................................................................................... 11 Logo misuse ........................................................................................................................................... 12 Font usage ........................................................................................................................................... 13 Use of typography and white space ........................................................................................................................................... 14 Use of imagery ........................................................................................................................................... 15 Charity endorsement ...........................................................................................................................................


Brand Toolkit What is a brand?

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Think of a brand as the embodiment of our organisation. It represents our aspirations, personality and character and communicates our core values.

For us it communicates that the British Science Association is unique in that it is the only nationwide body for which public engagement with science is the core aim and objective.

Why branding is important A strong brand is one of the most powerful assets for any organisation. The brand includes our name, logo and the design and content of all our communications at all levels. Protecting our brand To maintain the integrity of our brand we all have to work at ensuring consistency across all our marketing collateral. Clear and simple communications are essential in protecting and building a strong brand over time.

How to use these guidelines The following document is an overview of basic guidelines for the British Science Association. It will help control the visual appearance of our brand – the style and quality of all our communications. Everything from the layout of a letter to more complex tools such as the website or the annual report will require adherence to these guidelines. They show the master logos that are available, the colours and fonts that should be used and some basic guidance to ensure a consistent and professional approach is maintained across all media.

This document is intended for staff at the British Science Association and as a guide for designers and professionals to help produce effective and consistent branding across all our marketing communications. Please follow the guidelines as closely as possible and if you do not understand how to implement a particular aspect of them, the Supporter Development Team will be happy to help. This document does not cover all applications. Aim for simplicity and clean, uncluttered design, with clear messages and consistency. Time invested in good design is an essential element in helping to protect our brand and reputation.


Brand Toolkit An impactful brand

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The new brand is intended to fulfil four basic criteria: ●

to communicate our aim of people engaging with science

to make the subject of science more attractive to the public to provide a contemporary look that makes the organisation appear more in touch with its role in today’s society

to add impact and personality.


Brand Toolkit Flexibility of the identity

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The identity has been designed with flexibility in mind so that the core elements remain and, through the variety of use of these elements and the introduction of colour, there is true versatility. The new brand brings together all the disparate elements of our organisation under one overriding umbrella whilst allowing flexibility for each area of activity to have its own personality and freedom.

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The British Science Association Identity ...................................................................................................

The British Science Festival Identity ...................................................................................................

CREST Awards The CREST Awards Identity ...................................................................................................


Brand Toolkit Consistency with existing marks

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To minimise the impact on existing identities that have either only recently been implemented or are very popular with their present target audience we propose minimal typographic changes that are acceptable to all parties

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In order to bring some consistency between the new brand and existing marks such as ‘National Science & Engineering Week’ and the ‘Crest Star Investigators’ we have incorporated some minor tweaks to both these marks that are negligible to the naked eye but which brings them both into the same typographic family.

IN Existing Badge Logo

TO

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CR

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New Badge Logo Same Graphic, different font (Century Gothic)

Crest Star Investigators .....................................................................................................

Existing Logo

New Logo Same Graphic, different font (Century Gothic)

National Science & Engineering Week .....................................................................................................


Brand Toolkit The use of colour – primary palette

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In keeping with a flexible approach, the use of colour is an essential part of the identity, in particular as a means of reinforcing the idea of making the subject of science more fun and attractive to the public.

The British Science Association Logo The principal colour for The British Science Association logo is PMS 248, and is the recommended usage for all external communications.

CREST Awards

The CREST Awards Logo The principal colour for The CREST Awards logo is PMS 314, and is the recommended usage for all external communications.

Primary Colour Palette In order to provide flexibility for use of the splash device as a graphic icon, we have supplied alternative colourways. All the colour breakdowns are supplied for printed material in CMYK format and the nearest Pantone special (PMS) equivalent (which is not always an exact match to the CMYK). As well as this, a RGB palette for digital media applications is also provided.

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Primary Colour Palette.

Purple PMS 248 C40, M100, Y0, K10 R159, G33, B139

Green PMS 362 C60, M0, Y100, K10 R74, G170, B66

Dark Purple PMS 266 C80, M80, Y0, K0 R90, G64, B153

Orange PMS 717 C0, M50, Y100, K10 R240, G139, B29

Blue PMS 314 C100, M0, Y30, K20 R0, G132, B169

Magenta PMS Process Magenta C0, M100, Y0, K0 R236, G0, B140

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Important note. The colourways above are for the splash device only and are not to be used as optional colours for the British Science Association logo itself.


Brand Toolkit The use of colour – secondary palette

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Secondary/Festival palette In addition to the Primary colour palette, we have produced colourways for the British Science Festival. This range may be used for graphic elements as well as selecting one for the event logo itself, (which could change colour each year if preferred).

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Secondary/Festival Palette

Magenta PMS Process Magenta C0, M100, Y0, K0 R236, G0, B140

Cyan PMS Process Cyan C100, M0, Y0, K0 R0, G174, B239

Orange PMS 021 C0, M50, Y100, K0 R247, G147, B30

Green PMS 368 C50, M0, Y100, K0 R140, G198, B30

Yellow PMS 606 C0, M0, Y100, K20 R216, G200, B0

Grey PMS Cool Grey 9 C0, M0, Y0, K50 R147, G149, B152

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Important note. The colourways above can be used as alternative colour options for the British Science Festivel logo itself.


Brand Toolkit Recommended and restrictive usage

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Dependant on usage the identity has a: i) recommended size ii) minimum size iii) restricted size

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Recommended size Usage on items such as A4 brochure covers and where the organisation is promoting itself. For larger format usage, such as posters, you should scale up proportionally.

You will see that the restricted size identity is modified from the original and is stacked to allow for greater legibility of type.

50mm

The logo is saved at 100mm width, so that at 50% it will be 50mm.

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Minimum size Usage on items that have size restrictions, such as business cards and small press ads or in situations where the organisation is endorsing a product.

Exclusion zone No graphic elements, other logos or text should touch the logo or come within a clear zone measured as 10% of the logo width. In the example shown here, the logo width is 50mm and the exclusion zone is 5mm all round.

28 mm ...................................................................................................

10mm 5mm

50mm

5mm

Restricted size Only to be used as a last resort where severe constraints do not allow the usage of the minimum size logo.

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Brand Toolkit Differing format requirements

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The logo is supplied in different formats depending on your specific requirements. Vector Files for Agency Usage These are for high quality output and should be the primary logo for external agencies. The logos have been saved as Illustrator eps format saved with a tiff preview viewable on PCs and Macs. Colour formats supplied are:

3. Master Logo (JPEG) These are pixel-based logos that are for use within screenbased applications (such as PowerPoint) and internal applications where high quality is not required (Word). FILE NAME: Master BRISCI.jpg

1. Master Logo (Pantone 248) These are primarily for printed items where a special colour (Pantone 248) can be used. FILE NAME: Master BRISCI PMS 248.eps

4. Master Logo (Monotone) This is a black and white version of the logo for use in situations where print restrictions do not allow reproduction in full colour. (4 colour process) FILE NAME: Master BRISCI mono.eps

2. Master Logo (CMYK) Once again this is mainly for printed materials and is to be used when printing the logo out of four colour process: cyan (c), magenta (m), yellow (y) and black (k). FILE NAME: Master BRISCI CMYK.eps

5. Master Logo (reverse) TO BE USED ONLY in situations where 4 colour process is not available and the logo needs to appear out of a black background FILE NAME: Master BRISCI reverse.eps

1. Master Logo (Pantone 248) EPS

2. Master Logo (CMYK) EPS

4. Master Logo (Monotone) EPS

5. Master Logo (reverse) EPS

3. Master Logo (JPEG)


Brand Toolkit Positioning of the logo

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Positioning of the logo is determined by whether the product is being endorsed by the British Science Association or promoting the organisation. A5 Media Fellowship Flyer Promoting the British Science Association If the product concerned is promoting our organisation then the logo is positioned either top left or top right. The logo to be used in this situation is the 50mm ‘recommended size’. British Science Association endorsing the product If the product concerned is being endorsed by the British Science Association then the identity is positioned either bottom left or bottom right. The logo to be used in this situation is the 28mm ‘minimum size’. The images presented are just examples of how you can use the new logo

A4 Crest Awards Folder

CREST Awards

A5 Science Festival Cover

What makes a science story newsworthy

british science festival

LIVERPOOL 6-11 SEPT 08

Ever read a science story and thought you could do a better job at the reporting? Or perhaps you have had a bad experience of the media and want to regain your confidence?

Hosts include: The Times The Guardian BBC Radio For further information and the online application form visit: www.the-ba.net/mediafellows

Spend 3-8 weeks on a BA Media Fellowship placement working within a media organisation. Improve your writing skills, producing accurate, well-informed pieces about developments in science. Experience how science becomes news and become a better communicator yourself.

BRITISH

SCIENCE

Application deadline: 31 March 2008

ASSOCIATION

British Science Association endorsing the product Bottom left or right

www.the-ba.net/crest

Promoting the British Science Association Top left or right

rise to the challenge


Brand Toolkit Logo misuse

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The British Science Association logo should not be modified or distorted in any way. To ensure consistency, please use the master logo artwork. Here are just a few things to avoid. Some common mistakes 1. No other typefaces should be used for the logo type. The master logos have been created with outline fonts so high quality can be achieved without the need for modification.

2. Do not alter the proportions (ie. condensing or expanding) of the logo or positions of the logo type in relation to the splash device. They should always appear together in the same size and position as created for the master artwork.

3. Do not place the positive logo over any coloured background that might be of a similar hue or colour. If in doubt choose a different coloured

background from the Primary Colour Palette on page 6 instead.

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4. Under no circumstances must a keyline appear around the splash device.

5. The master logo should not appear over a complex background image that compromises legibility or intrudes into the logo.

6. When the logo is used over a coloured background or image, all elements should remain opaque, including the white text, and have no transparency.

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7. The British Science Association Logo should only appear as PMS 248. The colour options shown on page 6 of this document only apply to the splash device. The Crest Awards logo (page 6) and British Science Festival logo (page 7) are the only exceptions to this rule.

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X


Brand Toolkit Font usage

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The British Science Association font is the family of Century Gothic which incorporates light, medium and bold.

It has been chosen for its clarity, modernity and slight quirkiness which perfectly reflect the nature of the new brand.

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abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*() Century Gothic Light ..................................................................................................................................................

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*() Century Gothic Medium ..................................................................................................................................................

abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890!@£$%^&*() Century Gothic Bold ..................................................................................................................................................


Brand Toolkit Use of typography and white space

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What makes a science story newsworthy

BRITISH

SCIENCE

ASSOCIATION

science communication conference

13th &14th July 2006

The creative use of typography and white space is also an essential part of the brand and the balance of the fonts from the light to the bold should be considered when laying out documents to add a focal point, draw attention, or act as a clean typographic feature. Similarly the logo graphic (splash device) can be used in conjunction with titles as a means of adding impact.

Example 1 A typographic feature Bold vertical type adds intrigue and encourages orientation of the document as does the logo itself

Ever read a science story and thought you could do a better job at the reporting? Or perhaps you have had a bad experience of the media and want to regain your confidence?

Hosts include: The Times The Guardian BBC Radio For further information and the online application form visit: www.the-ba.net/mediafellows

Spend 3-8 weeks on a BA Media Fellowship placement working within a media organisation. Improve your writing skills, producing accurate, well-informed pieces about developments in science. Experience how science becomes news and become a better communicator yourself.

BRITISH

SCIENCE

Application deadline: 31 March 2008

Example 4 The use of white space The use of white space is an essential part of the identity. When using type and imagery always consider white space to add clarity and cleanliness to the document

ASSOCIATION

Example 2 Titles with the splash The title of a publication could be used together with the splash device for impact and to re-emphasise the brand Example 3 Creating balance Large volumes of text should be set in light whereas pull out copy could be set in medium or bold


Brand Toolkit Use of imagery

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In keeping with our brand’s core values, which are to engage people with science and to make the subject of science more attractive to the public, the type of imagery used should fall into one of the following three criteria: 1. Science and everyday people In order to change the perception of science as being elitist and removed from the general public, wherever possible we should endeavour to communicate how the subject of science impacts on everyday life. When this is not possible or feasible then choose one of the remaining two criteria.

rather stern faced individuals we recommend wherever possible to show the more human face of science at work with the emphasis on believable people.

1. Science relating to everyday people

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2. The human face of science

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3. Adding drama Alternatively choose imagery which adds drama either from the subject matter or the viewpoint from which the image is taken.

2. The human face of science Because most images that exist of scientists at work involve ....................................................................................................................................................


Brand Toolkit Charity endorsement

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The British Science Association is now a member of the Fundraising Standards Board scheme. As such, we are able to demonstrate our commitment to high standards of fundraising by using the scheme��€™s logo alongside our own. The FSB logo will need to appear on all of our marketing material where there is information about our being a charity. Wherever possible this should appear on the back of each item in the bottom left hand corner; for example at the back of a programme where our charity number appears.

Please refer to the Fundraising Standards Board’s own corporate guidelines for logo usage. As in most instances the use of this logo is as an endorsement we recommend the minimum usage size which is 15mm

The tick

The name .........................................................................................................................

Back of programme

Positioning Positioning bottom left. Refer to the Fundraising Standards Board own corporate guidelines for logo usage.

Minimum size

15mm


Bsa guidelines