brand guidelines€¦ · of the uct logo – landscape and circular. landscape two colour...

BrandGuidelines

Our Identity

2 Brand Guidelines The University of Cape Town

To The University of Cape Town’sCorporate Identity Guidelines

WelcomeThe purpose of these guidelines is to set the rules and usage applications of the University of Cape Town corporate identity.

Within this document you will find all possible executions of the UCT logo, including specifications on correct colour, size and format usage. You will also find information on how to use the logo with its visual language and how this is applied to a range of marketing collateral.

We encourage you to make use of these guidelines whenever working with the UCT brand to ensure that the logo is reproduced accurately and consistently. A brand that is consistently applied in the market will give it a strong foundation and lead to greater brand equity.

3

Our IdentityThe University of Cape Town’s brand identity

comprises the logo, typography, colour palette and photographic style.


9The University of Cape Town Brand Guidelines08 Brand Guidelines The University of Cape Town

Our Identity

LogoFull colour logoThe University of Cape Town logo is a fundamental component of the UCT brand. It is imperative

that the logo is reproduced as shown in these guidelines. There are two permitted versions

of the UCT logo – landscape and circular.

LandscapeTwo Colour Variations

There are two colour variations of the logo.

The logo at the top should always be used

unless the blue type becomes unclear

when placed on a blue background or

image. If this is the case then the bottom

logo with black type may be used.

CircularTwo Colour Variations


The logo on the right should always be

used unless the blue type becomes unclear




Logo Full Colour Logo

The University of Cape Town logo is a fundamental component of the UCT brand. It is imperative that the logo is reproduced as shown in these guidelines. There are two permitted versions of the UCT logo – landscape and circular.The logo is a complete unit, comprising the graphic and textual elements. These cannot and should not beseparated or used in isolation from each other. Whenever our logo appears, it must appear in full.

LandscapeTwo Colour VariationsThere are two colour variations of the logo. The logo at the top should always be used unless the blue type becomes unclear when placed on a blue background or image. If this is the case then the bottom logo with black type may be used.


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CircularTwo Colour VariationsThere are two colour variations of the logo. The logo on the right should always be used unless the blue type becomes unclear when placed on a blue background or image. If this is the case then the bottom logo with black type may be used.


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Logo Reversed out and grayscale logo

LandscapeReversed Out LogoThe UCT logo can be reversed out on a dark blue background. The shield remains the same in colour while the type becomes white.

Grayscale LogoThe grayscale logo is only to be used on collateral that is to be printed in black and white.

10 11 Brand Guidelines The University of Cape Town The University of Cape Town Brand Guidelines

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LogoReversed out and grayscale logo

LandscapeReversed Out Logo

The UCT logo can be reversed out

on a dark blue background. The shield

remains the same in colour while the

type becomes white.

Grayscale Logo

The grayscale logo is only to be used on

collateral that is to be printed in black

and white.

CircularReversed Out Logo




type becomes white.

Grayscale Logo

The grayscale logo is only to be used

on collateral that is to be printed in black

and white.

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Our Identity

LogoReversed out and grayscale logo

LandscapeReversed Out Logo




type becomes white.

Grayscale Logo

The grayscale logo is only to be used on

collateral that is to be printed in black

and white.

CircularReversed Out Logo




type becomes white.

Grayscale Logo

The grayscale logo is only to be used

on collateral that is to be printed in black

and white.

CircularReversed Out LogoThe UCT logo can be reversed out on a dark blue background. The shield remains the same in colour while the type becomes white.

Grayscale LogoThe grayscale logo is only to be used on collateral that is to be printed in black and white.


Logo Area of Isolation

LandscapeArea of IsolationThere is minimum space that must be kept clear around the logo. This space is measured by placing the shield all around the logo.


Our Identity

LogoArea of Isolation

LandscapeArea of Isolation

There is minimum space that must be

kept clear around the logo. This space

is measured by placing the shield all

around the logo.

CircularMinimum Clearance

The minimum space around the logo is

calculated at a sixth of the length and

width of the logo. An example of the

calculation can be seen to the right

Y

X X

Y

6

6

Calculation:

To calculate the clear space around the logo,

fi rst fi nd the height and length of the logo.

Y = HeightY 6 = Clear space on the top and bottom

of the logo

Example30mm 6 = 5mm

X = WidthX 6 = Clear space on the sides of the logo

Example30mm 6 = 5mm

9Our Identity

CircularMinimum ClearanceThe minimum space around the logo is calculated at a sixth of the length and width of the logo. An example of thecalculation can be seen to the right.


Our Identity


LandscapeArea of Isolation

There is minimum space that must be

kept clear around the logo. This space

is measured by placing the shield all

around the logo.

CircularMinimum Clearance

The minimum space around the logo is

calculated at a sixth of the length and

width of the logo. An example of the

calculation can be seen to the right

Y

X X

Y

6

6

Calculation:

To calculate the clear space around the logo,

fi rst fi nd the height and length of the logo.

Y = HeightY 6 = Clear space on the top and bottom

of the logo

Example30mm 6 = 5mm

X = WidthX 6 = Clear space on the sides of the logo

Example30mm 6 = 5mm



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LandscapeMinimum Size

The standard size the logo measures

on an A4 is 106mm(W) x 14mm(H).


on a DL Brochure is 50mm(W)

x 6.5mm(H).

CircularMinimum Size



106 30

30

50

14

6.5

A4

A4

DL

Logo Area of Isolation

LandscapeMinimum SizeThe standard size the logo measures on an A4 is 106mm(W) x 14mm(H).The standard size the logo measures on a DL Brochure is 50mm(W) x 6.5mm(H).

11Our Identity

CircularMinimum SizeThe standard size the logo measures on an A4 is 30mm(W) x 30mm(H).


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LandscapeMinimum Size




on a DL Brochure is 50mm(W)

x 6.5mm(H).

CircularMinimum Size



106 30

30

50

14

6.5

A4

A4

DL



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LogoDont’s

LandscapeThe colours in the logo should never be

exchanged with other colours, nor should

new colours be added. The logo can be

reversed out, but only on the UCT dark

blue. The orientation of the word mark and

shield should always remain horizontal.

The shield should always remain a consistant

size to the word mark.

Circular

The colours in the logo should never be








Logo Do’s & Dont’s

LandscapeThe colours in the logo should never be exchanged with other colours, nor should new colours be added. The logo can be reversed out, but only on the UCT dark blue. The orientation of the word mark andshield should always remain horizontal. The shield should always remain a consistant size to the word mark.

13Our Identity

CircularThe colours in the logo should never be exchanged with other colours, nor should new colours be added. The logo can be reversed out, but only on the UCT dark blue. The orientation of the word mark and shield should always remain horizontal. The shield should always remain a consistant size to the word mark.


Our Identity

LogoDont’s

LandscapeThe colours in the logo should never be








Circular

The colours in the logo should never be









Logo Do’s & Dont’s

Crest and StretchingThe crest or “University of Cape Town” cannot be used on their own and the logo is always to beused in its entirety. The logo may not be stretched or distorted in any way.

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30 mm 60 mm

Minimum SizeIt is imperative that the logo be visible on every item of communication. In order to ensure legibility, the UCT logo may not be used smaller than 30 mm in diameter (for circular logo) or 60 mm (for landscape logo) in width.



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TypographyDefinition of Font FamiliesIn all communication that the university produces it is critical that the prescribed font families are used.

This will ensure that the UCT brand is consistently applied and will result in increased equity in the brand.

HeadlineGotham Thin

The Gotham font family has been

selected to be used for all levels

of headers.

Publication Body CopyGaramond

The two weightings of this font that

can be used are regular and bold.

Note:

The headline should always

be in title case and should

never be in UPPERCASE.

The italicised version of this

font should never be used.

Note:

Italicised versions of this font

should only be used when

referring to a publication title.

Note:

The large subheads should

always be in sentence case and

should never be in UPPERCASE.



Microsoft fontsNote:

Large subheads should always

be in sentence case and should




Note:

Subheads and descriptors

should always be in sentence

case and should never be in

UPPERCASE. The italicised

version of this font should

never be used.

Note:




abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()





abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@#$%^&*()




Aa AaAa AaAa Aa

Large SubheadsGotham Light

The weighting of Gotham goes heavier

as the levels of headers go down from

Headline through to Subheads &

Descriptors.

Arial Bold

Arial has been selected as the font for

the headlines in digital collateral as this

is a system font which is available on

every computer. This will allow individual

staff to edit and update their details

within collateral.

Subheads & DescriptorsGotham Medium

This weighting is to be used as the third

and last level of headers. As it is the smallest

of all headers it has the heaviest weighting.

Arial Regular

Arial has been selected as the font for copy

in the digital collateral as this is a system font

which is available on every computer.

This will allow individual staff to edit and update

their details within collateral.

Digital & Microsoft Office Headlines


Typography

Definition of Font FamiliesIn all communication that the university produces it is critical that the prescribed font families are used.This will ensure that the UCT brand is consistently applied and will result in increased equity in the brand.

17Our Identity

Please noteIn the event that Gotham is unavailable, please replace with the Montserrat fonts.

Note:






Note:






Note:






never be used.

AaAaAa




HeadlineMontserrat Thin

The Montserrat font family has been


of headers.

Large SubheadsMontserrat Light

The weighting of Montserrat goes heavier



Descriptors.

Subheads & DescriptorsMontserrat Medium





Typography


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HeadlineGotham Thin



of headers.




Note:






Note:




Note:












Note:






never be used.

Note:














Aa AaAa AaAa Aa





Descriptors.

Arial Bold






within collateral.





Arial Regular








19Our Identity


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HeadlineGotham Thin



of headers.




Note:






Note:




Note:












Note:






never be used.

Note:














Aa AaAa AaAa Aa





Descriptors.

Arial Bold






within collateral.





Arial Regular









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HeadlineGotham Thin



of headers.




Note:






Note:




Note:












Note:






never be used.

Note:














Aa AaAa AaAa Aa





Descriptors.

Arial Bold






within collateral.





Arial Regular










Our Identity

Colour PalettePrimary, Secondary and Tertiary ColoursIn order to build a strong visual identity for the UCT brand it is imperative that the correct

colours are used for the master identity, faculties and departments.

PANTONE 2925 C

C:85 M:21 Y:0 K:0R:0 G:152 B:219

PANTONE 2955 C

C:100 M:60 Y:10 K:53R:0 G:60 B:105

PANTONE 539 C

C:100 M:65 Y:22 K:80R:0 G:36 B:58

PANTONE 431 C

C:33 M:18 Y:13 K:40R:114 G:128 B:138

Engineering Humanities Law Commerce Centre for Higher

Education

ScienceHealth SciencesPANTONE BLACK

C:0 M:0 Y:0 K:100R:30 G:30 B:30

PANTONE WHITE

C:0 M:0 Y:0 K:0R:255 G:255 B:255

PANTONE 362 C

C:85 M:10 Y:100 K:0 R:9 G:128 B:45

PANTONE 193 C

C:20 M:100 Y:100 K:15 R:146 G:22 B:24

PANTONE cool gray 10 C

C:40 M:31 Y:20 K:70 R:66 G:69 B:79

PANTONE 280 C

C:100 M:80 Y:0 K:10 R:0 G:41 B:103

PANTONE 1797C

C:10 M:75 Y:74 K:1 R:221 G:99 B:75

PANTONE WHITE

C:0 M:0 Y:0 K:0 R:255 G:255 B:255

PANTONE 871 C

C:50 M:50 Y:90 K:0 R:115 G:94 B:49

PANTONE 526 C

C:80 M:100 Y:0 K:20 R:37 G:18 B:79

PANTONE 012 C

C:0 M:10 Y:100 K:0 R:255 G:241 B:0

Primary ColoursUCT has three primary colours which

are all represented in the logo. The colour

breakdowns for each Pantone, CMYK and

RGB can be seen to the right.

Faculty ColoursA colour has been specifi ed for each

faculty within UCT. These colours

are bright which allow for quick

differentiation between Faculties.

Department ColoursThere are two colours that have been selected

for departments. These two colours should

be used across all the departments.

Secondary ColoursThere are two secondary colours, a darker

blue to compliment the light blue and

grey to compliment the black.

Colour Palette

Primary, Secondary and Tertiary ColoursIn all communication that the university produces it is critical that the prescribed font families are used.This will ensure that the UCT brand is consistently applied and will result in increased equity in the brand.

Primary Colours

UCT has three primary colours which are all represented in the logo. The colour breakdowns for each Pantone, CMYK and RGB can be seen to the right.

Secondary Colours

There are two secondary colours, a darker blue to compliment the light blue and grey to compliment the black.

21Our Identity


Our Identity

Colour PalettePrimary, Secondary and Tertiary ColoursIn order to build a strong visual identity for the UCT brand it is imperative that the correct

colours are used for the master identity, faculties and departments.

PANTONE 2925 C

C:85 M:21 Y:0 K:0R:0 G:152 B:219

PANTONE 2955 C

C:100 M:60 Y:10 K:53R:0 G:60 B:105

PANTONE 539 C

C:100 M:65 Y:22 K:80R:0 G:36 B:58

PANTONE 431 C

C:33 M:18 Y:13 K:40R:114 G:128 B:138

Engineering Humanities Law Commerce Centre for Higher

Education

ScienceHealth SciencesPANTONE BLACK

C:0 M:0 Y:0 K:100R:30 G:30 B:30

PANTONE WHITE

C:0 M:0 Y:0 K:0R:255 G:255 B:255

PANTONE 362 C

C:85 M:10 Y:100 K:0 R:9 G:128 B:45

PANTONE 193 C

C:20 M:100 Y:100 K:15 R:146 G:22 B:24

PANTONE cool gray 10 C

C:40 M:31 Y:20 K:70 R:66 G:69 B:79

PANTONE 280 C

C:100 M:80 Y:0 K:10 R:0 G:41 B:103

PANTONE 1797C

C:10 M:75 Y:74 K:1 R:221 G:99 B:75

PANTONE WHITE

C:0 M:0 Y:0 K:0 R:255 G:255 B:255

PANTONE 871 C

C:50 M:50 Y:90 K:0 R:115 G:94 B:49

PANTONE 526 C

C:80 M:100 Y:0 K:20 R:37 G:18 B:79

PANTONE 012 C

C:0 M:10 Y:100 K:0 R:255 G:241 B:0

Primary ColoursUCT has three primary colours which

are all represented in the logo. The colour

breakdowns for each Pantone, CMYK and

RGB can be seen to the right.

Faculty ColoursA colour has been specifi ed for each

faculty within UCT. These colours

are bright which allow for quick

differentiation between Faculties.

Department ColoursThere are two colours that have been selected

for departments. These two colours should

be used across all the departments.

Secondary ColoursThere are two secondary colours, a darker

blue to compliment the light blue and

grey to compliment the black.

Faculty Colours

A colour has been specified for eachfaculty within UCT. These colours are bright which allow for quickdifferentiation between Faculties.

Department Colours

There are two colours that have been selectedfor departments. These two colours should be used across all the departments.



Our Identity

Photography

Photography helps to reinforce the core brand values by visually showing

what the brand stands for, its values and product or service offerings.

There are four image categories for use in digital and print marketing collateral.

HeritageThe university has a rich heritage of buildings,

signage and artworks. In this regard images

depicting the heritage of the campus are

encouraged to be used in print and digital

collateral.

PhotographyPhotography helps to reinforce the core brand values by visually showingwhat the brand stands for, its values and product or service offerings.There are four image categories for use in digital and print marketing collateral.

HeritageThe university has a rich heritage of buildings, signage and artworks. In this regard images depicting the heritage of the campus are encouraged to be used in print and digital collateral.

23Our Identity


Our Identity

Photography




HeritageThe university has a rich heritage of buildings,

signage and artworks. In this regard images

depicting the heritage of the campus are

encouraged to be used in print and digital

collateral.



Forward ThinkingThis category is particularly powerful when

used in conjunction with the Heritage image

style. Images depicting the modern

architecture of the campus denote

a forward thinking institution, always at

the forefront of academic progression.

Our Identity

Photography





Forward ThinkingThis category is particularly powerful when used in conjunction with the Heritage image style. Images depicting the modern architecture of the campus denotea forward thinking institution, always atthe forefront of academic progression.

25Our Identity


Forward ThinkingThis category is particularly powerful when

used in conjunction with the Heritage image

style. Images depicting the modern

architecture of the campus denote

a forward thinking institution, always at

the forefront of academic progression.

Our Identity

Photography






Our Identity

Photography




Combining Heritage with Forward Thinking


Combining Heritagewith Forward Thinking

27Our Identity


Our Identity

Photography




Combining Heritage with Forward Thinking



ProspectsWe use this photographic style when

marketing to prospective students.

The images focus on student life on

campus, the prospective studies they

will be undertaking and the surroundings

in which they will be studying. These include

images of lecture halls, laboratories, research

centres, campus grounds, sporting and

extra mural activities.

Our Identity

Photography





ProspectsWe use this photographic style when marketing to prospective students.The images focus on student life on campus, the prospective studies they will be undertaking and the surroundingsin which they will be studying. These includeimages of lecture halls, laboratories, researchcentres, campus grounds, sporting andextra mural activities.

29Our Identity


ProspectsWe use this photographic style when

marketing to prospective students.

The images focus on student life on

campus, the prospective studies they

will be undertaking and the surroundings

in which they will be studying. These include

images of lecture halls, laboratories, research

centres, campus grounds, sporting and

extra mural activities.

Our Identity

Photography






StudentsThis photographic style is directed at

current students. It makes use of “in the

moment” imagery depicting students on

campus, at graduation, in lectures and

enjoying extra mural activities.

Our Identity

Photography





StudentsThis photographic style is directed atcurrent students. It makes use of “in themoment” imagery depicting students oncampus, at graduation, in lectures andenjoying extra mural activities.

31Our Identity


StudentsThis photographic style is directed at

current students. It makes use of “in the

moment” imagery depicting students on

campus, at graduation, in lectures and

enjoying extra mural activities.

Our Identity

Photography





Contacts Download Links

Downloads

Official wordmarks and brand guidelines are available for download at http://bit.ly/UCT-CI-Guide

Do not alter these graphics in any way.

33Contacts and Downloads

University StoreProtea Bookshop – UCT Branch Tel. 021 650 2485/6

Chemistry Lane Steve Biko Building, Upper Campus University of Cape Town Rondebosch, Cape Town 7700

All other enquiries For questions about any aspect of the university Brand Guidelines, contact:

Communication & Marketing Dept University of Cape Town Welgelegen Building, Chapel Road Etx. Rondebosch, 7700 Cape Town, South Africa

Tel. +27 021 650 4847 / 3730

Contacts

University of Cape Town,

Private Bag X3,

Rondebosch 7701,

South Africa

brand guidelines€¦ · of the uct logo – landscape and circular. landscape two colour...

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