Visual Identity Guide

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Visual Identity Guidelines

Our visual identity
…is important. It embodies everything we stand for
and influences the look and feel of everything we do.
By being consistent in its use we can reinforce the
quality of our work, our commitment to clear and
authoritative information and communication, and
encapsulate our values.
The following pages give us and our suppliers a greater
insight into the elements that make up our visual identity.

Contents
0.1 Introduction
2
2
Making the visual identity work
4
Visual identity ‘strands’
0.2 Proposition
3
2.0 Making the visual identity work –
4.0 Visual identity ‘strands’ – introduction
38
introduction
22
4.1 Visual identity ‘strands’ – colour palette
39
1
The visual identity elements
2.1 Making the visual identity work –
thirds/quarters
23
4.2 Visual identity ‘strands’ – logos
40
1.0 The basic visual identity elements
5
2.2 Making the visual identity work –
4.3 Visual identity ‘strands’ –
1.1 Logo
6
page borders and ‘cutting’ line
24
using the elements
41
1.2 Logo – correct colour application
7
4.4 Visual identity ‘strands’ – hierarchy
42
1.3 Logo – clearspace
8
3
Examples
1.4 Logo – sizing
9
3.0 Examples – front covers
26
1.5 Logo – incorrect application
10
3.1 Examples – back covers
27
1.6 Logo – use with other logos
11
3.2 Examples – spreads 1
28
1.7 Logo – funded by JISC/supported by JISC
12
3.3 Examples – spreads 2
29
1.8 Colour – corporate colours
13
3.4 Examples – spread variations
30
1.9 Colour – secondary palette
14
3.5 Examples – diagrams/charts/tables
31
1.10 Colour – specifying colour
15
3.6 Examples – PowerPoint presentations
32
1.11 Type – primary font
16
3.7 Examples – PowerPoint presentations
(diagrams etc.)
33
1.12 Type – alternate font
17
3.8 Examples – exhibition display stands
34
1.13 Images
18
3.9 Examples – events materials
35
1.14 Images – examples
19
3.10 Examples – CD-ROM
36
1.15 Images – how not to use photography
20
1

0.1 Introduction
This document aims to ensure that the basic elements of our visual identity are
JISC Executive
used clearly and consistently on all of our printed and electronic communications.
University of Bristol
Please read through the entire document before using any of these elements.
2nd Floor, Beacon House
Queens Road
If you have the slightest doubt concerning any of the principles presented in this
Bristol
document, please contact the communications and marketing department:
BS8 1QU
Please note that these guidelines are for visual identity and design. For guidelines
Web: www.jisc.ac.uk
on writing style/tone of voice, please contact the communications and marketing
Email: [email protected]
department, or go to: www.jisc.ac.uk/styleguide
Tel: 0117 954 5083
Please note:
These guidelines are intended to mainly cover JISC’s Level 1 ‘Corporate’ and
‘Strand’ communications output (eg printed reports, events display stands and
some electronic communications such as PowerPoint presentations or Word
templates).
For guidelines on implementation of the JISC visual identity to other formats
(eg Websites and electronic media), please contact the communications and
marketing department.
2

0.2 Proposition
Establishment with
a contemporary edge
3

1
The visual identity elements
4

1.0 The basic visual identity elements
The essence of the JISC visual identity is expressed by using a combination of the
following elements:
n Logo
n Colour
n Type
n Images
Each of these elements has its own rule of application which are detailed in the
following pages. These rules and the creative combination of the elements provide
a distinctive style for our visual identity.
The combination of the above should remain consistent, please consider the rules
for each element. See Section 3, Examples for more information on the application
of the visual identity elements.
5

1.1 Logo
This is the JISC corporate logo:
The logo is available in the following file formats:
.eps
for print – which is ‘vector-based’ and scalable.
.tif
for print – which can be easily incorporated into documents, but are ‘pixel-
based and are not scalable.
.wmf (Windows metafile) are vector-based and a standard PC format that can be
imported into most common PC software (eg Word and PowerPoint).
.gif
is strictly for use on the web only, they are designed for screen resolution
The JISC logo is a unique and well-known reflection of our name and visual identity
and have a very small file size so that they load in a web page very quickly.
values. Care should be taken to ensure that its use is consistent at all times.
This means that they are not appropriate for printed materials.
To maintain the integrity of the logo, the configuration of the JISC name must not
The following important rules govern the use of the corporate logo:
deviate from that shown here. There is only one version of the logo, and it must be
n All publications must be immediately identifiable with JISC, therefore the logo
used as a single graphic unit.
should always appear on the front of any publication
When using the logo, there is no requirement to spell out the ‘Joint Information
n The logo must never be modified
Systems Committee’ in full.
n Repetition of the symbol to form decorative patterns is not allowed
Our logo must appear on all JISC communications. If you do not have a copy of the
n The logo should always be used in its entirety; no element of the logo should be
corporate logo do not attempt to reproduce it. Electronic copies of the logo are
used separately
available from:
www.jisc.ac.uk/logos
6

1.2 Logo – correct colour application
Colour version
Reversed out of a
Black version
Please note:
colour
The JISC logo must always be
reproduced in the colour version
when used in corporate printed
documents and electronic media.
Pantone: Pantone 166C
For use only in single colour printing,
CMYK: c0 m64 y100 k0
The logo should ideally appear in
or for documents which are intended
RGB: r217 g89 b0
Pantone 166C, however if you are not
to be photocopied.
Web: #D95900
printing with that colour ink, please
use the white version of the JISC logo
(‘JISC logo white’) and place it on the
The logo should ideally be reproduced
darkest available colour background.
by specifying Pantone 166C. Where
this is not possible, please use one of
the alternative colour models listed
above.
When printing ‘corporate’ materials
in colour, the logo must always be
specified in this colour and not any
other colour.
7

1.3 Logo – clearspace
Clearspace
5X
The ‘Clearspace‘ defines the minimum area that must be left clear around the
logo, and ensures that the logo is never overshadowed by other text or visual
Cap height
elements.
The clearspace helps to ensure clarity and improve impact. No text or graphics
Minimum 7mm
X
should appear within this boundary.
Clearspace is scaled in proportion to the logo size. This diagram illustrates how
Baseline
the clearspace should be calculated.
5X
Minimum size
5X
2X
5X
The logo should not be reproduced smaller than 7mm in height.
8