Our Brand Guidelines
How to use our brand identity
Welcome to our brand guidelines
Behind the brand
Our visual identity
A guide to our brand
Guideline
Contents
Our brand guide has been split into two sections – ‘Behind the brand’ and ’Our visual identity’. You can use the navigation bar on the left hand side to jump through the sections inside the guide.
Behind the brand
Who we are
Our values and priorities
Bilingual policies
Our tone
Our visual identity
Logos
Typography
Colours
Photography
Iconography
Brand Assets
Our brand guidelines shouldn’t restrict creativity; they’re there to ensure consistency in the way we communicate with our audiences. It is important to follow the guidelines to make sure that there is a consistent brand foundation to establish a recognised brand across all platforms. It is also important to follow accessibility guidance for legibility for all audiences.
Behind the brand
Who we are
Cardiff Metropolitan University (Cardiff Met) is a progressive university, working with purpose, impact and compassion to make economies more prosperous, societies fairer, cultures richer, environments greener and communities healthier.
We work in partnership with our students and staff to transform individual lives and the wider world through highquality, high-impact education informed by our cutting-edge research and innovation.
Our partnerships
Our partnerships extend from our university campuses in Cardiff to further education, business, industry, charities, government and communities across the UK. Overseas, our education partners provide high-quality degrees across the world, while our international research collaborations are working to solve some of the most entrenched global challenges. We are developing our international relationships, cultural diplomacy and soft power with our thought leadership and actions as a University of Sanctuary playing a key role in establishing Wales as a Nation of Sanctuary.
A commitment to education
Our vision embodies a commitment to education, research and innovation undertaken in partnership with our students, governments, business and industry and with tangible benefits for individuals, society and the economy.
In today’s exceptionally competitive employment market, we work together as a community to ensure each of our students gain the Ethical, Digital, Global and Entrepreneurial skills to realise their full personal and professional potential through the Cardiff Met EDGE. We also seek to raise educational aspirations and standards through initiatives such as Open Campus.
Our values
Our high-performance culture is steered by our compassionate leadership underpinned by clear values to provide a moral compass that guides the institution, bringing out the best in our students and staff. Compassionate leadership is about listening, leading, coaching and supporting all members of our community to achieve their full potential.
Our values of creativity, innovation, inclusivity and trust, supported by our behaviours of leadership, courage, accountability and agility are underpinned by the principles of academic freedom and institutional autonomy which guide us as we collaborate across the globe.
We continue to tackle discrimination and break down cultural barriers, making our community more inclusive and representative of those we seek to serve and develop our people to reflect our diverse communities.
Our priorities
Cultural change
To act as a champion of change and example of best practice in the sector in terms of tackling race and gender-based inequality, harassment and hate in all its guides. This builds on our Athena Swan and Race Equality Charter work.
Learning, Teaching and Student Engagement
To enable our students to meet 21st-century challenges with wellbeing support and entrepreneurial flair, developing the Cardiff Met EDGE to meet the demands of digitalisation, globalisation, inclusivity and sustainability
Campus 2030
We embody a high-performance culture with a low-carbon footprint. To further this, we will continue to transform our campuses to create a net zero carbon estate by 2030, while delivering world-class teaching, research, sporting and social spaces for students and staff.
Research and Innovation
We will intensify our R&I output across our entire academic portfolio, and support those initiatives seeking to ensure the wellbeing of future generations and postpandemic recovery within a fairer and greener economy.
Wales’ Sporting University
Building on our proud tradition of sporting excellence - from grassroots level right up to Olympic and Commonwealth successes - significant investment and key strategic partnerships will improve facilities and deliver exciting opportunities in both performance and participation sport, leading to wide-ranging social, economic and cultural benefits.
International and interdisciplinary
Consolidate our standing as a progressive and innovative global learning and research community, and deliver a new and coherent approach for our international partnerships, collaborations and students
A commitment to enhancing the role of education in international relations and cultural diplomacy enables our students to develop into global citizens.
Our three Global Academies are collaborative and interdisciplinary endeavours bringing together our strengths in research, innovation and teaching to address challenging global priorities.
Our bilingual policies
The University has adopted the principle that we will treat both Welsh and English equally within our marketing in Wales. We are committed to creating a welcoming atmosphere, and a thriving bilingual culture among all our staff, students and the public who engage with the University.
Welsh Language Policy
The core objectives of our Welsh Language Policy are:
Operate on the basis of the core principle of the Welsh Language (Wales) Measure 2011, namely that Welsh and English should be treated equally, with both languages being given the same status and validity.
Encourage and support students, staff and others to use the Welsh language across the institution.
Ensure that services provided in Welsh are of the same quality, are equally visible and equally accessible as those in English.
Proactively promote any opportunities available to staff, students and members of the public to use Welsh or utilise Welsh language services.
Provide opportunities for University staff to develop their language skills by establishing a Working Welsh programme alongside informal learning opportunities.
Consider the impact on the Welsh language when developing and implementing all corporate policies and strategies.
Establish a procedure for recording decisions, processes and complaints relating to the Welsh language.
Please see our full Welsh Language Policy to see more information.
Proud to be a Welsh Univeristy
We operate on the basis of the core principle of the Welsh Language (Wales) Measure 2011.
Tone of voice –Tonal Keywords
Purposeful
We work together to deliver high-quality and high-impact practicefocused and professionally recognised education, research and innovation in partnership with our students and industry.
A significant proportion of our students graduate with professional qualifications and accreditations, ready to make a positive, lasting impact locally, nationally and internationally in terms of the economy, employment and communities.
Inclusive
To allow us to innovate, develop and lead our community, we are a university full of energy and life, with diverse and inspired individuals coming together as a vibrant One Cardiff Met community
Our inclusive culture free of discrimination supports, develops and promotes equality and diversity in all we do.
We offer a range of learning opportunities beyond traditional undergraduate and postgraduate courses, such as access, short courses and degree apprenticeships, opening up higher education to those previously excluded from a university education.
Innovative
We are informed by our cutting-edge research and innovation, and display courage and commitments in doing things differently, playing a key role in challenging and disrupting the status quo
We embody a high-performance digital culture with a low carbon footprint, changing the world while becoming a net zero carbon university across our campuses by 2030.
Compassionate
Compassionate leadership is about listening, leading, coaching and supporting all members of our One Cardiff Met community. Our high-performance culture is steered by our human-centred, compassionate approach underpinned by clear values to provide a moral compass that guides the institution, bringing out the best in our students and staff.
Global
With an extensive network of global delivery partners, offices, students and alumni around the world, Cardiff Met is an exciting and progressive global learning and research community that is impactful, relevant and inspiring
We deliver an empowering, culturally diverse and inclusive educational environment, equipping students with the tools to thrive as interculturally effective global citizens extending our impact, reach and reputation
Ambitious
Our ambition is to become further established as a distinctive and progressive high-performing institution with a strong reputation, sustainable finances, innovative professional partnerships and significant local, national and global reach and impact
Tone of voice –Audiences
We use the following tonal keywords to reflect the personality of the university’s brand.
Our tone is scaled depending on the audience, but all communications should use the following tone keywords as a guide across our wide variety of comms.
Cardiff Met Community
Study Abroad
Prospective students and parents
and Partners
Home
Tone of voice –Language
Cardiff Metropolitan University has a direct but supportive tone of voice. The use of our italics helps to emphasise our tone in our visual communications, but the use of the correct language will ensure our tone continues through simple written word.
Direct Language
Being direct means our language is to the point, honest and simple. We refine our copy as not to overcomplicate the message.
Use active verbs to make our language more powerful and concise.
For example:
Apply to our award-winning courses.
Our courses have won several awards over the years. Apply to take advantage of our award-winning courses.
Use short, simple sentences and omit unnecessary words. It’s important to make it easy to read and to the point.
For example:
Register for our open day online.
If you are interested in our university and would like to attend one of our Open Days, please apply online using the form at on our Open Day page.
Supportive Language
This means our language is positive, inspiring and encouraging. We want students to feel a sense of community from our written language when advertising to them. Be people focused.
Use italics to show personality and emphasise the comforting language. Ensure you are informative whilst being phatic.
For example:
Our campus team are there to welcome you to Cardiff Met and get you settled in.
You will be provided with information upon your arrival.
When using supportive language, try to pair this with factual inspirational language to provide confidence to the audience. Keep it concise and don’t bore with excessive details.
For example:
Looking towards your future? We’re ranked 5th most sustainable university in the UK.
For students who are concsious of the future impact of sustainability, it may be encouraging to hear that Cardiff Metropolitan University is ranked the 5th most sustainable university in the UK according to.
Home
Tone of voice –Language
Our university can be known under several namings. When in a formal setting, or where the university is less known, the full name must be used. When in an informal setting, the shortened name can be used. This also relates to the logomarks. Find more guidance on this below and within the visual identity section.
Cardiff Metropolitan University
Our full name should be honoured in most of our branded marketing. It should be used especially in formal settings, and when speaking to potential abroad students or partners.
For example:
In university advertising, online and in print.
On campus or in social conversational situations.
When presenting to external partners or organisations.
During university lectures.
During formal events such as the graduation ceremony.
Within the student union.
Cardiff Met
Our shortened name ‘Cardiff Met’ is much more conversational. It should only be used in environments where the university is already established to it’s audience.
For example:
On university campus.
Outside of university campus, where the full name has not already been established first.
In personal emails to students.
In formal emails to partner organisations.
In settings where the full name has already been established.
In settings where the full name has not already been established.
Tone of voice –Considerations
When thinking about the University’s tone, be sure to think about the audience, the platform and the outcomes.
Who are you talking to?
Our tone will adjust depending on who we are speaking to. When speaking to students, we use more casual language. If we are speaking to partners or research bodies, we will be speaking more formally.
Where are you talking to them?
What platform are you communicating to the audience? Is it online or in print? Is it in a social setting or a formal setting?
What do you want them to do?
When writing copy for the university, consider the outcomes you are trying to achieve. Do you want to persuade the audience or reassure them? Is there a particular emotive response you are trying to achieve?
Nurturing ethical responsibility in tomorrow’s leaders
High-impact education & value driven communities
Our visual identity
Behind the brand
Our visual identity
Logos
Typography
Colours
Photography
Iconography
Brand Assets
Our logos
Our logo is the centre of our brand identity. It is the most important and recognizable element of our brand. Our logomark represents our university both nationally and worldwide and acts as an identifying mark.
Further details on the permitted and appropriate use of our logos are provided in the sections that follow.
Cardiff Met utilises various logos which are suited to different uses and audiences. You must always follow the rules set out in this guideline in relation to logo use.
Do not alter, redraw or add any additional words or graphic elements to the logo.
If you require our logo assets, please refer to InSite or email corporatedesignteam@cardiffmet.ac.uk
PRIMARY
Our logos –Landscape
Our preferred logo
The landscape logomark is our preferred logo and must be used as the primary logo. Only where spacing is limited, should the other logos be considered or used.
The minimum size of our landscape logo is 50mm.
Our logos –Portrait
Our portrait logo can be used where the spacing allows for it.
The
Where the minimum sizes do not suit for a smaller format, please use the abbreviated logo.
Portrait logomark Colour
Portrait logomark White
Our logos –International
When speaking to an international audience, you may use the international logomarks. This must not be used within Wales.
Our logos –Logotypes (Abbreviated)
For informal settings, our Cardiff Met logotype can be used. This logotype is only to be used where the Cardiff Metropolitan University name is already recognised (eg. on campus). This logotype is more conversational and must not be used on formal applications such as graduation ceremonies. Do not use alongside the university crest.
NB: In order to comply with the Welsh Standards, the Welsh first version should always be used on any material for signage (eg. temporary signage). Welsh Standards demand that in these instances, Welsh must be the leading language and appear first.
The minimum size of our two line logotypes can be found below:
Our logos
–Crests
Below are Cardiff Met’s official crest logos. These logos must not be redrawn in any way. The crest should always be seen completely clearly and should not be interfered with. Always give the crest logo space to allow for best viewing.
Usage
Our individual crests should only be used in layouts where the logotype also appears. The official colour crest is only to be used on official and important documentation such as Cardiff Met graduation certificates.
DO
Show the full crest and ensure nothing interferes with the crest.
DON’T
Do not cut the crest off in any way or overlap content with it in any marketing.
DON’T
Do not squash the crest in any way.
DON’T
Do not stretch the crest in any way, either vertically or horizontally.
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the brand
Our Logos –School names
Our schools do not have their own logo format, but should be seen consistently in style. When referring to the namings of one of Cardiff Met’s academic schools, you should use the Galaxie Copernicus font. Details of this font can be found under the typography section. See below examples of how the school names should be used.
Cardiff School of Art & Design
Ysgol Gelf a Dylunio Caerdydd
Cardiff School of Management
Ysgol Reoli Caerdydd
Cardiff School of Education & Social Policy
Ysgol Addysg a Pholisi Cymdeithasol Caerdydd
Cardiff School of Sport & Health Sciences
Ysgol Chwaraeon a Gwyddorau Iechyd Caerdydd
Cardiff School of Technologies
Ysgol Dechnolegau Caerdydd
NB: If required, you can place the English and Welsh names side by side to create a landscape version. An example can be seen on the right. Make sure you select the correct leading language for the application.
NB: In order to comply with the Welsh Standards, the Welsh first version should always be used on any material for signage (eg. signage). Welsh Standards demand that in these instances, Welsh must be the leading language and appear first:
Ysgol Reoli Caerdydd
Cardiff School of Management
Ysgol Reoli Caerdydd
Cardiff School of Management
Ysgol Reoli Caerdydd
Cardiff School of Management
Our primary fonts –Galaxie Copernicus
Galaxie Copernicus is our core brand font. This typeface showcases both our heritage and our supporting nature. Semibold is our main heading font, together with Semibold Italic which is used to emphasise words in headings. See the usage page to find out more about the typography usage.
Please apply -25 tracking when using Galaxie Copernicus.
NB: Additional licensing will need to be paid for if font is available for wider distribution.
AaBbCc
AaBbCcDdEeFfGgHhIJ
jKkLlMmNnOoPpQqRr
SsTtUuVvWwXxYyZz
Galaxie Copernicus
Semibold
AaBbCcDdEeFfGgHhIJj KkLlMmNnOoPpQqRrS sTtUuVvWwXxYyZz
Galaxie Copernicus
Semibold Italic
AaBbCcDdEeFfGgHhIJj KkLlMmNnOoPpQqRrS sTtUuVvWwXxYyZz
Galaxie Copernicus
Book
usage
Our primary fonts –Gotham
Gotham is our second primary brand font. This typeface represents our forward thinking nature. Bold is our sub heading font (as well as bold body font), and Book is our body copy font. See the usage page to find out more about the typography usage.
NB: Gotham Book Italic can also be used for italicising text where absolutely necessary only. Italic is not to be used in headings.
AaBbCc DdEeFfGg
AaBbCcDdEeFfGgHhIJj
KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
Bold
AaBbCcDdEeFfGgHhIJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
AaBbCcDdEeFfGgHhIJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz
Our secondary font
Altis is our secondary brand font. This typeface is to be used only as a body copy font in very small format Altis should only be used if necessary on smaller formats such as the graduation booklet. Please do not use Altis for any other use except where Gotham is not usable. See the usage page to find out more about the typography usage.
NB: Only use this font on very small format body text This font is to be used as a last resort only, and Gotham considered/attempted for use first.
AaBbCc DdEeFfGg
AaBbCcDdEeFfGgHhIJjKk LlMmNnOoPpQqRrSsTtU uVvWwXxYyZz
AaBbCcDdEeFfGgHhIJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz
AaBbCcDdEeFfGgHhIJjKkLl MmNnOoPpQqRrSsTtUuVv WwXxYyZz
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Typefaces
–Sample usage
Transform your future with us
Welcome to Cardiff Metropolitan University
Galaxie Copernicus Semibold can be used on occasion for large introductory text which is only a few lines. This will aid hierarchy and produce more impact in text heavy formats.
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Applying our fonts –Sample usage
Typographical hierarchy
When applying the brand fonts to large amounts of text, the number of different type sizes should be kept to a minimum, between three and four. Use different weights of type together with varying sizes and colours to create a clear hierarchy of information. This helps to guide the reader through the information in the correct order.
Heading diversity
There are a few ways to create some diversity and point of difference in our marketing, whilst maintaining the brand foundations. To create some interest, try italicising (Galaxie Copernicus Semibold Italic) some of the emphasised words. You may also use a two line split by using the main title as Galaxie Copernicus Semibold, and the second line of the title Galaxie Copernicus Book.
Website typography
The Cardiff Met Website Team provide pre-set templates to ensure brand consistency. For further information please contact: websupport@ cardiffmet.ac.uk
Single language
Heading line goes here
Introductory text goes here.
rem in sil vissus verorum que ant videm popubliis, noverei imori cor ublinte no. Volus egilicatuam sulicendem se quid de intebun umuresilicat acciensimore iam, nocrei pos intem mentrenestus pera omnem, fit, nos stanum ipiondium pravocuper audet.
Volus egilicatuam sulicendem se quid de intebun umuresilicat acciensimore iam, nocrei pos intem mentrenestus pera omnem, fit, nos stanum ipiondium pravocuper audet.
Volus egilicatuam sulicendem se quid de intebun umuresilicat acciensimore iam, nocrei pos intem mentrenestus pera omnem, fit, nos stanum ipiondium pravocuper audet. Volus egilicatuam sulicendem se quid de intebun umuresilicat acciensimore iam, nocrei pos intem mentrenestus pera omnem, fit, nos stanum ipiondium pravocuper audet.
Call to action goes here.
Solut vis huctum facchic talabus, quideestreis teribultum popos.
Dual language
Introductory text goes here.
–Bilingual usage
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Speech, Hearing & Communication Research Group
Gŵrp Ymchwil Lleferydd, Clyw a Chyfathrebu
Undergraduate Open Day
Galaxie Copernicus Semibold
Galaxie Copernicus Semibold is to be used for main headings. Where used side by side with the Welsh langauge in bilingual applications (ie where the Welsh and English are shown on one piece of marketing together, as opposed to a Welsh version and English version), the font size, weight and colour must be exactly the same. Welsh and English are to be treated equally when used together.
Please apply -25 tracking when using Galaxie Copernicus.
Galaxie Copernicus Semibold Italic
Galaxie Copernicus Semibold italic must only be used sparingly on headings in bilingual settings. Only use italic on shorter headings where possible.
Where used side by side, the same words that translate into Welsh should be italic as those in English. It is recommended that you only use italic if necessary, and if possible keep simple by only using Semibold in bilingual heading applications, where the tone of voice will not be diminished.
LABELING TEXT
Galaxie Copernicus Gotham
Typography
–Unpermitted usage
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SPEECH, HEARING AND COMMUNICATION RESEARCH GROUP
Never use uppercase in headings or intro text
Galaxie Copernicus is not intended to be used with all uppercase letters. You must never use uppercase for all text in a heading as seen above. This will make it harder to read and also harder to format, particularly in bilingual settings as seen above.
LLANDAFF CAMPUS
Never use Galaxie for labelling
At a smaller format for labelling, always use Gotham and never use Galaxie Copernicus.
Undergraduate Open Day
Diwrnod Agored Israddedig
Never use all italics in headings
Galaxie Copernicus Semibold italic must only be used sparingly on headings. Only use italic on shorter headings where possible.
You should never use all italics in headings, as this goes against the brand guideline.
Undergraduate Open Day
Never use plus tracking on Galaxie Copernicus
Tracking should never be added to Galaxie Copernicus as this affects its legibility. There should be -25 tracking used.
Copernicus
A unique core colour palette
This colour palette intends to retain the legacy and heritage of Cardiff Met’s original colours, while introducing some softness and optimism as the university progresses.
Cardiff Met use a colour hierarchy which must be followed at all times. Some of our colours are secondary or tertiary colours, meaning they should be used less than the primary colours.
Directions for use and dos and don’ts can be found in this section.
THIS IS AN RGB DOCUMENT.
Colours shown in this guideline are RGB swatches and will not print accurately.
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Our colour hierarchy
Primary
Our leading colours are navy and maroon.
Navy is the root of our brand. Instilling trust, this shade of blue creates the foundation for which our other brand colours are built upon. The primary navy should be present in all marketing materials so that our communications are unified and recognisable as Cardiff Met.
Our traditional maroon hue is to be used together with our navy, but not directly touching or on top of it. We encourage its use when in a competitive visual environment with other universities.
Secondary
Our bright yellow can be used as accents or as a supporting colour to expand the palette alongside our primary colours. The use of this should be minimal in design layouts. Soft pink and white also play a strong supporting role as neutrals to support our main palette.
255/207/72
#ffcf48
122 C
Tertiary
Our bright lower level colours can be sparingly in marketing materials but should also be the last choice in the colour hierarchy. The main use of these colours is to add life and excitement to advertising or digital marketing. They can also be used to add colour to photography via objects or clothing.
50/0/8/0
Colours –Primary Colours
Our university has two core brand colours which are the basis of our primary palette. These two colours are the most important of the set and are at the top of the colour hierarchy.
Cardiff Met Navy
Our navy is the root of our brand. Instilling trust and professionalism, this shade of blue creates the foundation for which our other brand colours are built upon. This colour is the core of the brand which allows us to be recognised nationally and globally. Together with the other brand colours, this shade allows our brand to be showcased across various schools and departments whilst keeping it’s hierarchy to Cardiff Met. This colour should be used in large amounts to keep our brand consistent.
Cardiff Met Maroon
Our maroon is steeped in heritage from our original crest logo. It helps us to stand apart from other universities and is proudly used in our sports uniforms and graduation dress. Our maroon should typically be reserved for high days and holidays, or in spaces where a differentiator colour is required. For example, in a competitive visual environment, we champion the use of our maroon provided it always follows the usage rules found in this guideline.
CMYK 100/75/48/55
RGB 11/42/61
HEX #0a2a3d
Pantone 2965 C
CMYK 33/100/47/49
RGB 112/19/61
HEX #701335
Pantone 208 C
Colours –Secondary Colours
Our university has two secondary brand colours. These are secondary to the primary colours and are in the middle of the colour hierarchy.
Cardiff Met Yellow
A nod to our heritage, our yellow has been progressed from our original crest logo. Modernised to communicate our current messaging, this yellow holds a golden tone to showcase our prestige as we progress and improve year on year. Excessive use of this colour is not recommended.
Cardiff Met Soft Pink
Brought into our colour palette to soften our marketing, the soft pink can be used to create a gentler tone in our marketing, particularly when marketing to students. This colour is designed to show true our brand values for community and people. Excessive use of this colour is not recommended.
0/20/78/0
255/207/72
#ffcf48
122 C CMYK 5/11/5/0 RGB 243/231/236 HEX # f3e7ec
Pantone 5245 C 50% Tint
Our
Logos
Typography
Colours –Tertiary Colours
Our university has three tertiary brand colours. These are last in the colour hierarchy. They can be used to bring vibrancy and life to specific communications that may require more excitement.
CMYK 50/0/8/0
126/220/242
HEX #7edcf2
Pantone 636 C
CMYK 34/39/0/0 RGB 193/164/255
HEX #c1a4ff
Pantone 264 C
58/0/67/0
97/226/125
#61e27d Pantone 359 C
Behind
the brand
Colours –Colour Contrast
As our university values accessibility, it is of vital importance that our brand colours are used well when applied to text and backgrounds to allow for our online marketing to be as accessible as possible to all users.
This colour chart follows the Web Content Accessibility Guidelines (WCAG), which are a series of recommendations for making web content more accessible to people with disabilities.
Regarding colors, the standard defines two levels of contrast ratio: AA (minimum contrast) and AAA (enhanced contrast).
The level AA requires a contrast ratio of at least 4.5:1 for normal text and 3:1 for large text (at least 18pt) or bold text.
The level AAA requires a contrast ratio of at least 7:1 for normal text and 4.5:1 for large text or bold text.
Please consider contrast, legibility, and WCAG compliance when designing with our colour palette. This chart depicts color combinations for text that pass the Web Content Accessibility Guidelines.
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Colour usage
When using our brand colours, you must follow this guide in regard to what can and cannot be used in conjunction with one another. You must never combine two colours that jar with one another as outlaid in this guideline.
You must also never add colours outside of the Cardiff Met brand colours.
Tips for ensuring correct colour use
— Always maintain sufficient contrast between text and backgrounds. This guideline provides you with the details of the colour contrast suitability.
Use a colour contrast checker if you are ever unsure.
Never place two jarring colours against or next to one another.
Maintain legibility of marketing materials at all times.
Never use colours that are not permitted inside of this guideline.
Always use the correct colour codes for the appropriate use.
— Never use RGB colours in print materials.
Never use CMYK colours in web materials.
Ensure the colours you use in a layout design have harmony with one another and suit the application.
The key below explains the permitted uses for the colour charts:
Block Text
Block
Colour key Example
Block
The colours are permitted for use both in blocks and text on background.
The colours are permitted for use in blocks, but not when applying text on the background.
The colours are not permitted for use in blocks, but are permitted for text on background.
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Colour usage –Permitted use
Permitted colour combinations Navy
Permitted colour combinations
Permitted colour combinations Yellow
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Colour usage –Permitted use
Colour usage –Unpermitted use
Unpermitted colour combinations
Unpermitted colour combinations
Colour usage –Unpermitted use
Unpermitted colour combinations Yellow
Unpermitted colour combinations Soft Pink
Colour usage –Unpermitted use
Unpermitted colour combinations Blue
Colour usage –Unpermitted use
Unpermitted colour combinations
Colour usage –Unpermitted use
Unpermitted colour combinations Green
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Photography
To keep our brand consistent, we need to only use photography that follows a set of guidelines. Where possible, imagery should be people focussed and emphasise the sense of community at Cardiff Met, whilst maintaining professionalism
When taking new photography, considerations should be made to publication layouts and the allowance of overlaying text onto imagery. There should always be some images that allow for this kind of application within the set of photography shots.
Natural, soft light warm tones
Mid to high contrast
People centred
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Photography - Portrait
All of our photography should showcase the characters within our university. When taking photography for portrait purposes, you should aim to capture subjects who are in their element. These photographs should be people centred and showcase emotion and characters. Use as much natural lighting as possible when setting up photography.
Portrait photography should capture students, faculty and other members of staff engaged in natural moments. This photography should never feel overly staged or still.
Keep in mind our tone keywords when taking new photography:
Subjects should appear vibrant, passionate, diverse and full of life.
Our photography should be inclusive. Try and showcase diversity and moments of belonging in our community.
Particularly with staff photography, there should be a strong underpinning of support and compassionate leadership.
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Behind the brand
Our visual identity
Logos
Typography
Colours
Photography
Iconography
Brand
Photography -Action
Our action-based photography needs to capture the culture and community of Cardiff Met. Showcase both groups and individuals engaged in moments of:
Facing challenges
Social interaction
Learning
Keep in mind our tone keywords:
Demonstrate innovative individuals doing things differently.
Be inclusive and diverse with your subjects.
Highlight the determined nature of our community.
Ensure subjects are passionate and have great energy.
— Showcase our culture and moments of belonging.
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Photography -Environment
Visual representation of our University is important. We need to showcase the campus and locations with scenic shots to enable a sense of place promotions. Potential students or employees need to be able to get a great sense of the owned space and its landscape.
Campus atmosphere should be communicated with our environmental photography. Try to show the campus in new perspectives and highlight architectural highlights. These photographs should be a mix of statement angular architecture and a welcoming sense of place. Visualise the Cardiff Met experience through wide-angled shots and close-up ‘in the moment’ shots.
It is important that our new and potential students can understand the culture and feel of our institution, and be inspired by the prospect.
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Photography –Obtaining consent
When taking photographs, it is important to obtain consent from the subjects within them. You should obtain written consent wherever possible.
Verbal Consent
When possible, establish a relationship before you start taking photos. When you approach photo subjects, briefly introduce yourself, be courteous, and explain the purpose or the reason you want to take photos.
e.g. “I am taking photos for Cardiff Metropolitan University. Do I have your permission to take your photo for use in our promotional material and website?”
If you don’t speak the same language, communicate with your body language. At the very least, smile, nod, and point to your camera before shooting. If you sense any reluctance, confusion, or disdain, refrain from taking the photo. Respect a person’s right to refuse to be photographed.
Always identify an adult who can give you verbal and written consent on behalf of children.
Written Consent
Prepare your consent forms ahead of time. An example of a consent form can be found via InSite, or contact the design/content team in Marketing & External Relations.
Consent not needed
Non-recognisable individuals in public (faces and all other identifying features should be obscured).
Public figures in public (e.g. Celebrities, VIPs, or Members of Management Board at Cardiff Met events, where scope pictures are expected to be taken).
Non-recognisable crowds in public (e.g. an audience at an outdoor concert or a scope image of graduation crowds).
Obtain verbal consent
All individuals in all settings when possible.
Wherever possible, as a courtesy, always advise likely subjects that photography will be taking place (e.g. Cardiff Met event).
Directors/Managers/Reception staff of Academic Schools/ Clinics/Departments in areas where photography may be taking place. For after-hours photography, ensure you inform campus security.
Written consent encouraged
Where the subject could be identified or is recognisable.
Recognisable or non-recognisable individuals in any setting that could potentially be used to promote the University. Parents or guardians of children photographed must provide written consent
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Photography –Best practices
Images are used to visually portray the people, stories, facilities, and issues featured in Cardiff Met’s marketing and publicity materials.
It is important to consider the use of photography within it’s context and situation to ensure the best possible message and tone of voice is being portrayed. The communication should be considered through all visual aspects of your design and layout.
Avoid photo misuse
Do not use a photo of another organisation’s activities to promote Cardiff Met without disclosing the true context and content of the photo.
Do not use a photo downloaded from the internet without seeking correct approval or consent.
Never distort the true context, content, or meaning of a photograph.
Guidelines for editorial photo use
Carefully consider the implications of your document layout. Is the reader likely to misinterpret the subject of a photo-based on its placement?
Where possible credit photographers.
If you are unsure if you have appropriate consent for an image, consider using a royalty-free stock agency, where consent is bundled with the image.
Our culture is important. Subjects should include a mix of different ethnic, gender and age groups, representative of the cultural make-up of Cardiff Met.
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Iconography –Our icons
All of our icons have been custom-designed for our brand. The injection of the outlined dots and rounded edges has been earned from our heritage crest and showcases a modern interpretation of our original crest logo. It is important to keep the integrity of our icon style at all times.
Creating new icons
All icons used in any Cardiff Met branding must use the same line stroke colour and weight. Any icons taken from online stock libraries should be in the Cardiff Met icon style in line with the below. You must ensure that any new icons are drawn with the same style used below, and must not mix filled icons with the branding. They must also incorporate our rounded corner where possible. All of our icons are to remain as keyline style.
Please contact corporatedesignteam@cardiffmet.ac.uk to be supplied with our current bank of Cardiff Met icons.
Brand assets –Brand property
Seen not only in language and tone of voice, but also in visual representation to emulate the caring and supportive nature of the university.
Introducing a softness
We introduced softened elements into our brand to encompass a softer visual tone of voice in our marketing and branded materials. The use of the dots, circles and rounded corners have been honed from our original crest logo. Sourced in heritage, these elements assist our visual representation and can be used to be creative with layout and styles for each year’s marketing.
The rounded shape The Circle
The Dots
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Brand assets –Brand property
The rounded shape
Our rounded shape has been taken from our original crest logo and provides a softer edge to our marketing. The use of the circle and rounded shapes represent our focus on our community and the people that make it.
The preferred use is with three corners of this shape rounded, whilst one corner remaining at a sharp 90 degree angle. This is intentional from its origination and the four corners should never all be rounded.
Be sure to scale the rounded corners proportionately to the size they appear.
Always scale the corner radius
Do scale smaller box corner radius’ proportionately to visually match the original brand property. Ensure all shapes have the same visual symmetry.
Never round every edge
Our rounded shape has three rounded corners and one sharp corner. The shape should never have all four corners rounded, or all four corners sharp.
Do not excessively curve the edges
Do not apply the same radius to small shapes as large ones. It will not scale appropriately. The curve of the three shape corners should not be excessive.
Brand Assets –Examples applications
Brand Assets
cardiffmet