Brand guidelines abridged

The University of Newcastle

http:// issuu.com/ universityofne wcastle/docs/ brand_guidelin es_abridged_v 1.1_apri/0

Identity guidelines

THE ABRIDGED VERSION

Version 1.2 October 2014

newcastle.edu.au

Objective In 2012 the University conducted a brand health survey to determine whether the brand, marketing materials, key messages and channels spoke to the NeW Directions strategic plan and vision for 2025 with its key target markets.

Outcomes Shifting target perceptions from: to: Practical Accessible Community Regional focus

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Global leader World-class International focus Quality

Audiences

CORE BRAND

STUDENT AUDIENCES

Research Industry Community Alumni International Graduate Research Staff

Current students Future students

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Core elements The core elements of logo, colour, imagery and type are the foundation of the University of Newcastle (UON) brand, and help position us as a challenger university.

LOGO

PHOTOGRAPHY

COLOUR PALETTE

Black White

TYPE

Berthold Akzidenz Grotesk Heading font

Gold Green Light blue Dark blue Red

Purple Orange Ivory

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Super Text font

Light

Logo Since 1965, the University emblem has been a seahorse. It has always had huge loyalty, especially with our overseas alumni, staff and the local community.

Page edge

SQUARE LOGO

The black square behind the seahorse gives our logo maximum visibility. Use the Square logo when maximum brand presence is needed.

The square logo belongs in the top right corner of UON materials.

Logo clear space To ensure nothing butts up against the edge of the box use the clear space technique shown above.

When using colour images which sit underneath the logo, avoid images with dark or black colours which reduce the visibility of the logo.

Examples: • press ads • publications • exhibition banners • signage • online banners • eDMs

MINIMUM SIZE

Other logo versions

Print 42mm or 14% of longest edge

See the full identity guidelines for more information on other UON logo versions.

Press

42mm or 14% of longest edge

Digital 114px (pixels)

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Typography We’re outgoing, articulate and lively. We’re good communicators and confident in the way we communicate. Our typeface and typography provide the platform for us to communicate in this way.

Our typeface is simple and pragmatic but well designed, standing the test of time.

PRIMARY FONT

ALTERNATIVE FONT

Arial Berthold Akzidenz Grotesk Black Our chosen typeface gives the opportunity to communicate bold titles on a short measure.

Heading font

Text font

Font Case

Tracking Kerning

Font Font size Case Tracking Kerning Leading After paragraph

Super Super Sentence or Title case (lowercase for domestic student audiences) -10 to -15 Optical

Arial is used in online spaces or day-to-day applications where Berthold Akzidenz Grotesk is not available.

Examples: Word documents, PowerPoint etc.

Light

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Light Condensed 9.5 Sentence case -10 to -15 Optical 11.5 2

Heading font

Arial Black Text font

Bold Regular

Colour The UON colour palette and guidelines exists to help you represent UON’s strengths as a world-class institution with this bold, bright and confident palette.

PRIMARY

SECONDARY

ALTERNATIVE

Our brand is predominantly black and white. When creating a communication piece the overall colour impression should be black and white with highlights of colour from the secondary palette.

The use of this colour palette can be divided into two application types:

This alternative selection of rich purple and orange can be used on occasion as an further alternative to the secondary palette.

As with the secondary palette, start with black and white then pick one extra colour as a complement.

To achieve a world-class look, allow your high-quality imagery to provide the colour on materials. If the materials are typographic only (no imagery) we recommend an increase in the use of colour to compensate.

Non faculty specific A communication piece is non faculty specific when it is from the University as an institution, rather than from a specific faculty.

Start with black and white then pick one extra colour (eg. gold) as a complement. By limiting the amount of colours, we’re keeping the layout practical and easy to follow. In some applications additional colours may be needed, for example tables and charts.

These colours have been implemented in areas of core brand such as the research, community, alumni and staff only.

Faculty specific A communication piece is faculty specific when it communicates about/for one faculty only. In this case the application of colour is applied as described above ie. predominantly black and white plus the relevant faculty colour. Use extra colours, if needed, in graphs and charts.

Black

C20 M10 Y10 K100 (four colour prints)

000000

C0 M0 Y0 K100 (two colour prints) R0 G0 B0 White

Gold

C0 M25 Y95 K0 R255 G204 B0

FFCC00

Purple PMS 259U

C55 M100 Y0 K15 R110 G40 B120

660066

Green

C57 M0 Y100 K0 R153 G204 B0

99CC00

Orange PMS 158U

C0 M53 Y100 K0 R246 G143 B50

FF9933

Light blue

C100 M34 Y0 K0 R0 G102 B204

0066CC

Dark blue

C100 M83 Y0 K0 R0 G51 B153

003399

Ivory

C0 M8 Y35 K10 R237 G219 B171

EDDBAB

Red

C0 M100 Y100 K0 R204 G0 B0

CC0000

PMS 7406U PMS 368U PMS 3005U PMS 2747U PMS 485U

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PMS 7501U

Imagery We strive to allow our people, locations and facilities to shine through the use of high-quality imagery which have prime position in our materials. By having a photographic style that is dynamic it challenges the way we are seen by the world around us.

Our imagery is successful because: • our people are real and confident, shown in their environment and engaging the audience by looking at the camera • we showcase our clean, polished and world-class facilities as places for innovation • our campus and community locations look alive, safe and welcoming A selection of brand images are available to download from www.newcastle.edu.au/mpr

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Examples By implementing this style guide to our communication pieces, we can achieve a dynamic, eye-catching look which showcases UON’s world-class offerings.

Press ad

Press ad

Online display banners

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Student audience: add-ons When communicating with future and current student audiences we offer additional design features to help you stand out in the marketplace.

TYPOGRAPHY

PHOTO FILTER

HASHTAGS (Optional)

TOP 3% BADGE (Optional)

#worldclassuni

The photo filter adds personality to our photos and brings it in line with current social media trends. It also helps a variety of photos to appear as a set regardless if they were taken at different times or by different photographers.

The filter can be acquired from Marketing and Public Relations on request.

We use lowercase for high-level headings as in the example above, the large heading copy uses lowercase.

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Specific UON hashtags can be utilised in your artwork to leverage social media conversational trends.

The list of targeted UON hashtags can be acquired from Marketing and Public Relations on request.

Promote UON’s impressive Top 3% university ranking by including this badge on your materials. This annual ranking is born of globally-recognised ranking systems for Universities*. This ranking and/or notation must be updated annually. *Times Higher Education World University Rankings 2013 and QS World University Rankings 2013

In digital applications that link directly through to information that include this footnote, it is not necessary to include the text within the material e.g. Online display banner, social media post.

For this badge to work effectively, the colour or the text within is not to be altered. The badge should not appear larger than the UON logo square.

Student audience: examples By implementing this style guide to our communication pieces, we can achieve a dynamic, eye-catching look which showcases UON’s world-class offerings.

Press ad

Billboard

Online display banners

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