discover engage graduate more create · pdf filecreate difference inspire pioneer communicate...

Plymouth University Brand guidelinesVersion 1.0 September 2011©

GRADUATEENGAGEDISCOVERMORECREATEDIFFERENCEINSPIREPIONEERCOMMUNICATEWITHPLYMOUTHUNIVERSITY

Plymouth UniversityBrand guidelines

Contents

An inspired change → 1.0—1.1

Using our brand → 1.2—1.3

Our brand, in a nutshell → 1.4

Endless possibilities → 2.0

Our logo → 2.1

Our logo with messaging → 2.2

Our logo in detail → 2.3

Incorrect use of our logo → 2.4 Our tone of voice → 2.5—2.6

The core messages → 2.7

Using messages → 2.8—2.10

Using our bespoke typeface → 2.11

Introducing Neuzeit Plymouth → 2.12

Our secondary font → 2.13

How to use our font → 2.14

Typographic styling → 2.15

Communicating with colour → 2.16

Our core colours → 2.17 Useful notes on using colour → 2.18

Communicating with imagery → 2.19—2.22

Putting it all together → 2.23

Using tables and charts → 2.24

Create with our brand → 3.0

Stationery → 3.1

Event print → 3.2

Marketing print → 3.3

Digital advertising → 3.4 Recruitment advertising → 3.5

Large format advertising → 3.6

Vehicle livery → 3.7

Signage → 3.8

Powerpoint templates → 3.9

Stationery templates → 3.10

Social media → 3.11

Highly refined → 4.0

Co-branding → 4.1

Sub-branding → 4.2

Using our Coat of Arms → 4.3

Contacts → 5.0—5.1

Get started → 5.2

CONTENTS 1 INTRODUCTION

2 OUR BRAND

3 APPLICATIONS

4 DEEP DETAIL

5 CONTACTS


1.0Introduction

INSPIRINGCHANGEWITHPLYMOUTHUNIVERSITY

Plymouth University’s visual identity has at its heart an innovative and ever-changing logo, created to reflect the enterprising and collaborative approach we apply in everything we do. It’s a simple but powerful idea that expressed properly will allow you to build intellectual and emotional bonds with all of our audiences and stakeholders.

This document can help you achieve that by explaining how best to communicate our distinctive qualities to the world. Maintaining a consistent and engaging brand identity is vital to the ongoing success of the University, so have these guidelines to hand whenever you need to communicate on our behalf.

GOING PLACESWITHPLYMOUTHUNIVERSITY

www.plymouth.ac.uk

CREATE &EXPLORE WITHPLYMOUTHUNIVERSITY

Sub header goes here

Ote at, que til host? Iderit, noxme quam ia? Bonsulto egit; nondius, morte igit. Uravenat tandampri erfirta L. me con verit, poraem ma, cota, clum diemum audente bonsus, non sente resftre.

Vere nos noc o publintem, crit is huit ad Casdam posum esheyg.

www.withplymouth.org

Details about With Plymouth University.Secondary line with more information different from above.

PIGMENT STUDIESWITHPLYMOUTHUNIVERSITY

DEFINEYOURFUTUREWITHPLYMOUTHUNIVERSITY

For more information visit:www.plymouth.ac.uk

DAVIDSAMUELSWITHPLYMOUTHUNIVERSITYStaffDirector of Science

REF:

081

2456

89

Course detail

CELEBRATEWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011

RE: A letterhead template for Plymouth University

Dear David,

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Curabitur in risus dui, eu aliquet felis. Suspendisse elementum ullamcorper dui, eget eleifend magna scelerisque nec. Aliquam erat volutpat. Aliquam vitae velit scelerisque risus blandit consequat. Morbi gravida tristique dictum. Etiam ut libero vel eros volutpat faucibus at non massa. Cras vehicula sem sit amet enim vulputate sit amet rhoncus quam tincidunt. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Aliquam sed ante massa. Nullam eleifend nisi ac tellus bibendum eu viverra lectus porttitor. Maecenas et massa et sem placerat imperdiet eu non massa. Etiam mattis semper ullamcorper. Pellentesque diam leo.

Praesent at enim vitae nisi imperdiet commodo ut eu felis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nam ultrices ante et nisl malesuada aliquam. In mauris turpis, pellentesque sed porta eleifend, elementum ut dui. Duis elementum neque et ipsum posuere mollis. Maecenas convallis tincidunt risus, sit amet condimentum sapien sagittis ac. Praesent ut bibendum sapien. Nunc fermentum accumsan imperdiet.

Your sincerely

Wendy Purcell

Roberto FraquelliHead of DesignSchool of Architecture & Design

Plymouth UniversityDrake Circus, PlymouthDevon PL4 8AAUnited KingdomT +44 (0)1752 582 000F +44 (0)1752 582 011E [email protected]

ROBERTOFRAQUELLIWITHPLYMOUTHUNIVERSITY

David SmartHead of DesignSchool of Architecture & Design

Plymouth UniversityDrake Circus, PlymouthDevon PL4 8AAUnited KingdomT +44 (0)1752 582 000F +44 (0)1752 582 011E [email protected]

DAVID SMARTWITHPLYMOUTHUNIVERSITY

EMBARKMASTER DREAM

POSTGRADUATE AND PROFESSIONALPROSPECTUS 2012

WITHPLYMOUTHUNIVERSITY

DISCOVERNATUREWITHPLYMOUTHUNIVERSITY

BSc Hons Marine Science

BSc (HONS)OPTOMETRYWITHPLYMOUTHUNIVERSITY

Course summary

Optometrists perform eyesight examinations, give advice on visual problems and prescribe corrective lenses or spectacles. Working with patients of all ages, optometrists examine the eyes to detect signs of injury, disease, abnormality and defects in vision.

Optometry at Plymouth will provide you with the scientific and clinical knowledge as well as the professional training to enable you to enter the pre-registration year for qualification as an Optometrist. Our Optometry degree course has been designed to be professionally relevant, intellectually stimulating and evidence based.

We are taking applications for September 2011 entry for this course. Please apply through UCAS.

Career opportunities

Opportunities exist within high street practices, hospitals working alongside other healthcare professionals or in academic settings working in areas of research.

Entry requirements

Five GCSEs (C or above) including English, Maths and Science. 340 points from three A levels (2 A level grade A’s must come from either Mathematics, Physics, Chemistry or Biology). Other qualifications such as BTEC and Access to HE (33 merits/distinctions and must include all distinctions in maths, physics and chemistry/biology at L3) in Science will be considered.

Course highlights

• The course features brief observation clinical experiences in years one and two. These experiences will be within real businesses within the South West where optometrists practice. This is designed to embed professional identity from the early stages of study, encouraging students to reflect on practice experience in the academic environment, as well as providing preparation for extensive practice experience in year 3.

• Aspects of the course will utilise innovative teaching and learning styles, including Problem Based Learning. This will enable students to work co-operatively in groups/teams, thus developing inter-personal skills and problem solving skills required in practice.

• Designed to meet the requirements of the General Optical Council (GOC).

• Students will learn alongside other students from the School of Health Professions, as part of the established inter-professional learning programme. Through these inter-professional learning opportunities, optometry students will benefit from learning with and from other health professions.

• The curriculum has been designed in collaboration with commercial partners to ensure topicality of the course, stakeholder commitment to the provision and delivery of effective clinical practice experience for students.

For further informationAdmissions TeamFaculty of HealthTel: +44 (0)1752 [email protected]

How to apply:Contact UCAS on 0870 1122211 or www.ucas.comUCAS Course code: B510IUCAS nstitution Code: P60

1.1

DISCOVER PIONEER GRADUATE

Google

Science news and science jobs from New Scientist

http://www.newscientist.com/

DISCOVERMOREWITHPLYMOUTHUNIVERSITY

BA (Hons) Geography

Geography explores the relationships between people, places and the environment. Our degree is exciting and diverse, with modules covering the range of human and physical geography. There is a strong

emphasis on applied skills and career development. As you progress through the degree, you can specialise in particular areas of geography or maintain a broad range of interests across the subject.

Wave rock formations in England. Photograph: John Stevens

1.2Plymouth UniversityBrand guidelines

Introduction

USING OUR BRAND

This visual identity has been created to allow you to adapt and tailor the identity to suit your subject or brief. With this flexibility comes aresponsibility to ensure that every piece of communication reinforces our distinctive qualities. Before you embark on the challenge of using this new identity take a moment to get to know our fundamental principles.

Brand essence

Pioneering is the essential creative expression that our visual identity must deliver. Why pioneering? Because it’s a theme that is as relevant to Plymouth’s heritage as a seafaring city, as it is to our future as the Enterprise University. As a brand, we’re inspired by that pioneering spirit to push the boundaries in everything we do.

With every communication, consider your design solution and ask yourself:

Pioneering design

To help you answer that question, we’ve outlined some thoughts on the kinds of pioneering design that will best represent the University.

Conceptually pioneering designPioneering design should be original, motivating and memorable. The overall solution should communicate a clear idea, with a message and image that work together to support the overall concept. Avoid the obvious and steer clear of cliché to ensure a solution that lives up to our pioneering essence.

Environmentally pioneering designThe University is committed to minimising its impact on the world’s natural resources as well as using financial resources efficiently and effectively. Where possible, we should communicate digitally rather than producing physical materials that will quickly date, and our website should be the first port of call for information on the University. Where physical collateral is essential, opt for recycled and recyclable materials and water soluble inks where possible.

IS ITPIONEERING?

1.3Plymouth UniversityBrand guidelines

Introduction

USING OUR BRAND

This visual identity has been created to allow you to adapt and tailor the identity to suit your subject or brief. With this flexibility comes aresponsibility to ensure that every piece of communication reinforces our distinctive qualities. Before you embark on the challenge of using this new identity take a moment to get to know our fundamental principles.

Brand values

Our pioneering approach is underpinned by five values that summarise what our University stands for, as well as offering clear direction for brand design:

CREATIVE We’re creative thinkers and problem solvers, so our design should be original, memorable and smart.

SPIRITED We’re a dynamic and motivated organisation, so our design should be full of energy and impact.

EMPOWERING We’re here to support and enable, so our design should be clear and motivating.

EXPERT We’re specialists in our field, so our design should possess authority, confidence and intelligence.

We’re collaborative and communicative, so our design should be open, expressive and meaningful.CONNECTED


Introduction


PIONEER Neuzeit PlymouthNeuzeit PlymouthNeuzeit Plymouth

OUR BRAND, IN A NUTSHELL

There are five core elements that make up any piece of our branded communication as shown here. The following pages guide you through these elements. They will assist you in designing and producing compelling communications with a high degree of creative flexibility.

Logo

To learn more about using our logo, go to page 2.1.

To find out how to create the right message, go to page 2.5.

To learn more about using our typeface, go to page 2.11.

To find out how to choose colours, go to page 2.16.

To find out more about using imagery, go to page 2.19.

Message+ + + +Typeface Colours Imagery

1.4


Using the brand

Our visual identity is designed for flexibility. It comprises the five key elements (logo, message, typeface, colours and imagery) that you can use together to create all manner of communications for many different audiences while always remaining on brand.

The following pages take you through each of these elements in detail, showing how best to use them. At the end of this section, you’ll find a case study example that shows all the elements working together.

ENDLESSPOSSIBILITIESWITHPLYMOUTHUNIVERSITY

2.0


Using the brand

OUR LOGO

Our logo is clean, simple and bold. It has been designed using our bespoke font, which gives our brand a unique and distinctive character.

The colour of our logo is a deep grey. Where possible, this should be used when designing communications. This is supported by the core colour palette, for messaging and more. To learn more about the use of colour with our brand, go to page 2.16.

If you have access to our font files then please refer to the following pages. If you don’t have access to our font, then request a version by contacting the Brand Guardian whose details can be found in the Contacts section, page 5.1.


Litho print Digital print Digital / Online / Film Signage / Exterior

Pantone / Solid colour Cool Grey 11U or Cool Grey 10C

Four colour / CMYK C0 / M0 / Y0 / K70

RGB R88 / G89 / B91

RAL colour RAL 7043

2.1


Using the brand

PIONEER WITHPLYMOUTHUNIVERSITY

OUR LOGO WITH MESSAGING

The logo is used to communicate different messages, which can be tailored for each piece of branded communication.

The text is always ranged left, and the typesize of the messaging as well as the core logo is always the same.

The leading (line spacing) should always be 78 per cent of the type size.

Download these files

To access the brand asset library and download the word templates for our stationery and brand message images, please visit →https://exchange.plymouth.ac.uk/intranet/dpc/branding.htm

2.2


Using the brand

EXCLUSION ZONE

To protect the clarity andvisual integrity of the logo, it has an exclusion zone. We recommend leaving a minimum clear area around the logotype equal to the height and width of the ‘W’ from the heaviest weight of our font.

MINIMUM SIZE

The logo has a recommended minimum size for use – 18mm wide / 10pt size on 7.8pt leading.

Please ensure that you do not use the logo below this size.

USE ON IMAGERY

Whenever the logo is placed on either a flat colour other than white, or another type of imagery, the logo should be used in white or a colour that contrasts enough to allow the logo to be read clearly.

DISCOVERWITHPLYMOUTHUNIVERSITY



INSPIREWITHPLYMOUTHUNIVERSITY

2.3


Using the brand

INCORRECT LOGO USE

The examples on this pageshow incorrect usage of our logo. Please ensure you donot use the logo as per anyof these examples.

DISCOVERWITHPLYMOUTH

UNIVERSITY



DISCOVER

PLYMOUTHUNIVERSITY

Do not tilt or angle the logo Do not remove any typographic element from the logo

Do not place the logo on a strongly patterned background

Do not re-colour any individual typographic elements of the logo


Do not re-colour the logo in any colour other than specified in the guidelines

WITHPLYMOUTHUNIVERSITYDISCOVER

DISCOVER

Do not reproduce the logo in keyline Do not place the message after the logo Do not fill the logo with a gradient or any textures

Do not add additional graphic elements to the logo


Do not stretch or distort the logo in any way

DISCOVERWITH

PLYMOUTHUNIVERSITY

Do not reproduce the logo in any font other than Neuzeit Plymouth

Do not alter the logo text from its range left alignment


2.4


Using the brand

OUR TONE OF VOICE

What we say and how we say it creates an impression of who we are in the minds of all our audiences – from potential students, to external academics, to business and industry leaders. Maintaining a consistent tone of voice that reflects our values will ensure we always sound like Plymouth University.

Brand essence

The Plymouth University brand embodies the spirit of the pioneer, and is inspired by the fortitude, self-possession and enterprise of those adventurers who seek to do things differently. When writing for our brand, take on the voice of the pioneer: be confident not arrogant, to win trust and respect; be contemporary not trendy, with a message that’s fresh; be clear not simplistic, to convince and engage.

BE THEPIONEER

2.5


Using the brand

OUR TONE OF VOICEIN A NUTSHELL

Because our visual identity depends on messaging that links into our logo, it’s vital that we maintain a consistent tone of voice. Our three core values of Confident, Contemporary and Clear should help you achieve this aim.


IMAGINE YOUR FUTUREWITHPLYMOUTHUNIVERSITY

DISCOVER NATUREWITHPLYMOUTHUNIVERSITY

STUDY BIODIVERSITYWITHPLYMOUTHUNIVERSITY

GET YOURDEGREEWITHPLYMOUTHUNIVERSITY

BE INSPIREDWITHPLYMOUTHUNIVERSITY

Confident Contemporary Clear

Use active language and positive messages.

It is:

It’s not: It’s not: It’s not:

Be conversational and have a fresh point of view.

It is:

Use everyday words and short, precise sentences.

It is:

2.6


Using the brand

CORE MESSAGES

We have a growing library of aspirational words and phrases, which can be used in any of the specified colours.

On this page we have shown ten examples of core messages that we’re using as starting points.

Should you wish to create something new this must be approved by the designatedBrand Adviser. Please go tothe contacts section, page 5.1.

CREATEWITHPLYMOUTHUNIVERSITY

ENTERPRISEWITHPLYMOUTHUNIVERSITY


SUCCEEDWITHPLYMOUTHUNIVERSITY

PIONEERWITHPLYMOUTHUNIVERSITY

CELEBRATEWITHPLYMOUTHUNIVERSITY

CONNECTWITHPLYMOUTHUNIVERSITY

EXPLOREWITHPLYMOUTHUNIVERSITY

ENGAGEWITHPLYMOUTHUNIVERSITY

IMAGINEWITHPLYMOUTHUNIVERSITY

EMPOWERWITHPLYMOUTHUNIVERSITY

Download the messages


2.7


Using the brand

USING MESSAGES WITH THE LOGO

When writing your message to accompany the ‘With Plymouth University’ logo, consider the following:

—Communicate your message in as clear and succinct a way as possible

— Try to use words that convey our brand values

— Make sure your message is relevant to your target audience

— Our recommendation is no more than three words or three short lines of text

— Please consider correct use of our Tone of Voice, page 2.5–2.6


ENDLESSPOSSIBILITIESWITHPLYMOUTHUNIVERSITY

PERFORMEXTRAORDINARYFEATSWITHPLYMOUTHUNIVERSITY

One line Two lines Three lines

Using a single word is powerful and impactful. Using two words creates opportunity for dialogue with your audience.

Using three words gives the opportunity to be specific in your message.

2.8


Using the brand

USING MESSAGES WITH THE LOGO FOR FUNCTIONAL PURPOSES

When creating branding for a subject, faculty or school apply their name as the message.

Avoid using traditional prefixes such as ‘School of...’, ‘Faculty of...’, ‘Research Centre for...’.

DIETETICSWITHPLYMOUTHUNIVERSITY

ART &MEDIAWITHPLYMOUTHUNIVERSITY

MARINESCIENCE &ENGINEERINGWITHPLYMOUTHUNIVERSITY

FACULTY OF HEALTHWITHPLYMOUTHUNIVERSITY

SCHOOL OFART & MEDIAWITHPLYMOUTHUNIVERSITY

SCHOOL OFMARINESCIENCE &ENGINEERINGWITHPLYMOUTHUNIVERSITY

Correct use

Incorrect use

2.9


Using the brand

USING MESSAGES WITH THE LOGO FOR FUNCTIONAL PURPOSES

When using messaging with the logo on your printed communications, avoid repetition. Repeating the logo and message too frequently can confuse the message, which in turn can distract the viewer from the key content.

Correct use

Messaging with the logo is only used where necessary and appropriate – as the document title, and then on the inside spread as the title of the course.

Incorrect use

Messaging with the logoused more than once on apage weakens the impactof the key messages.


BSc (Hons) Wildlife Conservation


A FRESH APPROACHWITHPLYMOUTHUNIVERSITY

COURSE DETAILSWITHPLYMOUTHUNIVERSITY

2.10

BSc HONS

BSc HONS

BSc HONS

REGULARBLACKBOLD


Using the brand

USING OUR BESPOKE TYPEFACE

The Plymouth University brand is defined by our font, Neuzeit Plymouth. This bespoke font embodies the spirit of our brand. It has been designed to convey our brand values in the best possible manner – providing the platform for clear on-brand messaging.

Using Neuzeit Plymouth means that our communications can maintain a distinctive look and feel across all formats. It should be used across all professionally printed applications.

Neuzeit Plymouth

To access the brand asset library and download brand message images, please visit →https://exchange.plymouth.ac.uk/intranet/dpc/branding.htmFor font usage please contact the DPC Manager, see contacts page 5.1

2.11


Using the brand

Neuzeit Plymouth Regular

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%^&*()_+{}:”|<>?[]’;\/,.

Neuzeit Plymouth Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%^&*()_+{}:”|<>?[]’;\/,.

Neuzeit Plymouth Black abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%^&*()_+{}:”|<>?[]’;\/,.

INTRODUCING NEUZEIT PLYMOUTH

There are three weights of Neuzeit Plymouth –Regular, Bold, and Black.

Regular should be used for writing large amounts of text at a small size. This lightest weight allows for maximum legibility when printed at a small size. Your type should be set to minus 30 tracking (Adobe CS), condensed 0.7pt (MS Office).

Bold creates emphasis to important parts of your main text. It also works well as a subtitle to main text. Your type should be set to minus 30 tracking (Adobe CS),condensed 0.7pt (MS Office).

Black should be used for titling, and in CAPITALS where possible. The logo is set in this weight of Neuzeit Plymouth and so any messaging to go with the logo should be set in this weight too. No tracking is required.

2.12


Using the brand

Arial Regular abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%^&*()_+{}:”|<>?[]’;\/,.

Arial Italic abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%^&*()_+{}:”|<>?[]’;\/,.

Arial Bold abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%^&*()_+{}:”|<>?[]’;\/,.

SECONDARY FONTFOR SCREEN USE

You can use the Arial fontfor internally produceddocuments as an alternative font to Neuzeit Plymouth.It is the preferred typeface where Neuzeit Plymouth is unavailable for screen use.

2.13


Using the brand

HOW TO USE OUR FONT

To avoid over-complicating your layout, try not to use too many different sizes of type. Generally two will be enough with a third for captions or credits if required.

Secondary information8pt type size on 10pt leading

Headline34pt type size on 26.5pt leading

Sub-headline10pt type size on 12pt leading

Body text10pt type size on 12pt leading

Secondary information8pt type size on 10pt leading

BSc HONSOPTOMETRYWITHPLYMOUTHUNIVERSITY

Course summary

Optometrists perform eyesight examinations, give advice on visual problems and prescribe corrective lenses or spectacles. Working with patients of all ages, optometrists examine the eyes to detect signs of injury, disease, abnormality and defects in vision.

Optometry at Plymouth will provide you with the scientific and clinical knowledge as well as the professional training to enable you to enter the pre-registration year for qualification as an Optometrist. Our Optometry degree course has been designed to be professionally relevant, intellectually stimulating and evidence based.

We are taking applications for September 2011 entry for this course. Please apply through UCAS.

Career opportunities

Opportunities exist within high street practices, hospitals working alongside other healthcare professionals or in academic settings working in areas of research.

Entry requirements

Five GCSEs (C or above) including English, Maths and Science. 340 points from three A levels (2 A level grade A’s must come from either Mathematics, Physics, Chemistry or Biology). Other qualifications such as BTEC and Access to HE (33 merits/distinctions and must include all distinctions in maths, physics and chemistry/biology at L3) in Science will be considered.

Course highlights

• The course features brief observation clinical experiences in years one and two. These experiences will be within real businesses within the South West where optometrists practice. This is designed to embed professional identity from the early stages of study, encouraging students to reflect on practice experience in the academic environment, as well as providing preparation for extensive practice experience in year 3.

• Aspects of the course will utilise innovative teaching and learning styles, including Problem Based Learning. This will enable students to work co-operatively in groups/teams, thus developing inter-personal skills and problem solving skills required in practice.

• Designed to meet the requirements of the General Optical Council (GOC).

• Students will learn alongside other students from the School of Health Professions, as part of the established inter-professional learning programme. Through these inter-professional learning opportunities, optometry students will benefit from learning with and from other health professions.

• The curriculum has been designed in collaboration with commercial partners to ensure topicality of the course, stakeholder commitment to the provision and delivery of effective clinical practice experience for students.


How to apply:Contact UCAS on 0870 1122211 or www.ucas.comUCAS Course code: B510IUCAS nstitution Code: P60

Page 1 of 2

2.14


Using the brand

TYPOGRAPHIC STYLING

Your typography should always be ranged left so that it chimes with the arrangement of the logo, which is also ranged left.

Line lengths

To create optimum legibility and neatness with your layout, keep the line lengths similar. 8 – 10 words per line is ideal.

Widows and orphans

Widows and orphans are words or short lines at the beginning or end of a paragraph that are left dangling at the top or bottom of a column, separated from the rest of the paragraph. It is considered good practice to avoid these whenever possible.

Letter spacing (tracking)

Letter spacing refers to the overall spacing of a word or block of text affecting its overall density and texture. Be sure to give consideration to this when setting your text.

Line spacing (leading)

The line spacing heavily influences the legibility of your text. If the lines are too close together or too far apart then the text will be harder to read so ensure there is a comfortable space between lines.

A r i o r t e m m o r u m a c h u i t . (150) Too wide

Ariortem morum achuit. (50) Wide

Ariortem morum achuit. (-20) Good

Ariortem morum achuit. (-50) Tight

Ariortem morum achuit. (-100) Too tight

Ariortem morum achuit, nos, ti. Fuidess ultimum int. Qua di fac faudam spimmo horit. Nost plad dici sus iaet deterfi tatquam confece nere, unihilius henside coenihint. At quem. Opios senatur ut vivid nihilium estium hiliurnihici esenihi confeco nsupiorem quo imortuam di pubit, se etem denaristio eressil icaequodit vium obus iam nos.

A widow is considered poor typography because it leaves too much white space between paragraphs or at the bottom of a page.

An orphan is a single word, part of a word or very short line, except it appears at the beginning of a column or a page.

Ariortem morum achuit, nos, ti. Fuidess ultimum int. Qua di fac faudam spimmo horit. Nost plad dici sus iaet deterfi tatquam confece nere, unihilius henside coenihint. At quem. Opios senatur ut vivid nihilium estium hiliurnihici esenihi confeco nsupiorem quo imortuam di pubit, se etem denaristio eressil icaequodit vium obus iam no.s.

2.15


Using the brand

COMMUNICATING WITH COLOUR

Colour has the power to inspire confidence and express emotion, yet when used poorly, can render text illegible. Choosing the right colour is a vital part of the communications process.

We have set up a core colour palette, but we also recognise the need for flexibility, so the palette is a starting point and not obligatory.

There are important points to consider when using colour in your design which we have detailed over the following pages.

2.16


Using the brand

OUR CORE COLOURS

This is our core colour palette. Depending on the application, make sure you choose the right colour. You can choose colours beyond this palette.

Please note the colour numbers here are correct when using the Europe Prepress 2 colour profiles in the Adobe suite of Programs. Also there are many variables in process printing which may affect colour reproduction, for example the colour profile used, the computer software used and paper selection may cause variations in colour. If in doubt please use the PMS/Pantone number given on this page

Deep Rose

PMS/Pantone675 C215 UCMYK/ProcessC17 M100 Y0 K3RGB/On-screenR168 G0 B117

Slate

PMS/PantoneCool Gray 11 CCool Gray 11 UCMYK/ProcessC0 M2 Y0 K68RGB/On-screenR116 G115 B118

Black

PMS/PantoneBlack CBlack UCMYK/ProcessC0 M0 Y0 K100RGB/On-screenR0 G0 B0

Midnight blue


Grey

PMS/PantoneCool Gray 7 CCool Gray 7 U CMYK/ProcessC0 M0 Y0 K37RGB/On-screenR182 G183 B185

Sea Green


Turquoise


Fresh Green


Dark Lavender


Deep Orange


Butter Yellow


Raspberry Red


Brilliant Rose

PMS/Pantone225 CRhodamine Red UCMYK/ProcessC1 M83 Y0 K0RGB/On-screenR199 G74 B141

2.17

Bondi Blue

PMS/Pantone7461 CProcess Blue UCMYK/ProcessC78 M28 Y0 K0RGB/On-screenR83 G145 B202

Persian Indigo

PMS/Pantone2746 CBlue 072 UCMYK/ProcessC100 M92 Y0 K10RGB/On-screenR29 G52 B126


Using the brand

USEFUL NOTES ON USING COLOUR

Colour reproduction

The international standard for producing colours was developed by Pantone®. Four-colour process printing, known as CMYK, uses up to four component colours to create a standard Pantone® colourmatch. These components are: C for Cyan M for Magenta Y for Yellow K for Key or Black

Four-colour process printing will generally produce a less vivid colour than the standard Pantone® special colour. Our core colour palette has been chosen so that, when printed in four-colour process, the Pantone® equivalent is very similar.

When printing in one colour only, it is best to use Slate (see previous page). Otherwise, use any other colour from the core colour palette which will enable the text to read well on white paper.

You can use the colours within the core colour palette as solid colours or as tints. Palette tints bring greater breadth and flexibility to our range of colours. They are particularly useful when producing diagrams and charts, and allow for more creativity with one and two-colour communications. The logo must never appear as a tint.

For digital communications, the colours are defined by RGB values. These components are: R for RedG for Green B for Blue

Using more than one colour

To successfully communicate your message, consider how many colours you use, and try to limit the amount used to two or three core colours. The fewer colours you use, the clearer your message can be.

Overlaying printed colour

For professionally printed documents, two colours can be overlaid to produce a third colour. This is an economic way of incorporating an extra colour into your work.

Beware! Colour difference from screen to print

The colour codes for each colour in our core palette have been chosen to work consistently across reproduction media. However, please be aware that there is a chance that colours may not reproduce consistently as different media reproduce colour differently.

2.18


Using the brand

COMMUNICATINGWITH IMAGERY



TAKE A JOURNEYWITHPLYMOUTHUNIVERSITY

Beyond words

Before you begin to consider using photographic or illustrative imagery, consider the context for your piece of communication. There is a case for using just words and bold flat colour if it helps distinguish us in a competitive environment that is flooded with photographic imagery.

For those instances where communications need to be brought to life with imagery, here is a brief series of recommendations and suggestions.

Interaction with our logo

The use of imagery presents the opportunity to interact with the new Plymouth University logo. Placed on an image of a research project in Chile, the combination of our image and our logo infers the meaning: ‘International research with Plymouth University’.


2.19


Using the brand

PHOTOGRAPHY Figurative photography

Real people

Thematic photography

Spark a question, intrigue, suggest a story

2.20


Using the brand

PHOTOGRAPHY:WHAT NOT TO DO

No staged imagery or stock photos No uninspiring or low resolution photos

2.21


Using the brand

PHOTOGRAPHY:CONCEPTUAL IMAGES

Remember to consider imagery in the widest sense of the word – subject matter can be brought to life with illustrative, photographic or typographic concepts.



2.22


BSc HONS WILDLIFE CONSERVATIONWITHPLYMOUTHUNIVERSITY

[email protected]: +44 (0)1752 584584Admissions TeamFaculty of Science and TechnologyUniversity of PlymouthDrake CircusPlymouthPL4 8AA

Year 1Establishes a solid foundation in biodiversity, natural history, genetics and evolution, animal behaviour, and ecosystems

Essential field skills acquired through local field days and a residential course in southern Spain

Personal and transferable skills developed in individual and small group meetings with a personal tutor

Year 2Key concepts in conservation biology are explored through modules in ecology, behaviour, and evolution

An overseas field course to Mexico and a Methods module builds practical skills, experience, and adaptability

Transferable skills (communication, interpretation, data handling/analysis) progressed in small tutor-led groups

Year 3You will be encouraged to undertake a placement year in order to gain experience of the professional world of wildlife conservation

Successful completion leads to the Certificate of Work Experience

Year 4Personal research forms a major component of the final year

Along your research project, choose from a range of modules including: principles of conservation biology; issues in conservation biology; aquatic biology; contemporary land use and conservation; speciation and diversity; behavioural ecology; plant exploitation.

Using the brand

PUTTING IT ALL TOGETHER – A CASE STUDY

Here is an example of a piece of printed brand communications and the design process behind it.

Document page sizeWhere possible, use an ‘A’ paper size as the ‘A’ format will accommodate all standard printers and is therefore an economical choice.

The gridUsing a column structure for your page allows you to neatly assemble your content. Avoid over-complicating your layout by using as few columns as possible.

Page marginsSpace between the edge of the page and your content should be a minimum of six per cent of the page width.

Page sizeA5, four page leaflet. This amounts to an A4 sheet folded along its length to become a four page document.

The gridFour column grid allowing for flexibility. Eg: Course summary across three columns, images across two columns; quote across four columns, main title across two columns. Page margin

Six per cent of thepage width 148mm page width = 9mm margin


BSc (Hons) Wildlife Conservation

2.23


Using the brand

USING TABLES AND CHARTS WITH YOUR LAYOUT

When creating tables and charts, be sure to create them in as simple and clean a way as possible. Use colour tints derived from key colours of your document to differentiate between columns or rows.

Tables

Use tints from one colour, and consider using the strongest colour for the headline followed by tints thereafter.

The size of your typography should relate to that of the document within which the table sits which will allow the table to fit more seamlessly into your design.

Charts

There are various styles of charts that will be suitable for different sorts of communications, but in all instances be sure to consider colour and typography and how this can help your charts work in tandem with the overall content of your communications.

As the power of our brand lies in the power of words, don’t be afraid to explore your charts typographically. The use of lines and colour can help to create a sense of hierarchy.

INDEX DESCRIPTION

00/00/2011Inatus ceps, quem opublic tem auderceps, public te publiquam forum publi publiam




TURNING AMBITIONS INTO ACTION

STRATEGICINTENT

LEADERSHIP DEVELOPMENT INFORMATION

SUCCESSION PLANNING

KEY PERFORMANCE INDICATORS (KPI’s)

PEOPLE DEVELOPMENT PLAN T&L, OD RESEARCH

TALENTMANAGEMENT

RECOGNITION

ACTIONS & FORECASTS

VOLUNTEERING

2.24


Applications

3.0


The following pages provide an overview of the standard applications we use on a regular basis for our brand.

These examples and templates are a good indication of how the brand can work flexibly on a wide range of shapes and sizes.

3.0


Applications



CELEBRATEWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011


Dear David,



Your sincerely,

Wendy Purcell

Office of the Vice ChancellorPlymouth UniversityDrake Circus, PlymouthDevon PL6 8AA United Kingdom

T +44 (0) 1752 582 000F +44 (0) 1752 582 011E [email protected]

Professor Wendy PurcellVice-Chancellor andChief Executive

ENTERPRISEWITHPLYMOUTHUNIVERSITY

Roberto FraquelliHead of DesignSchool of Architecture & Design

Plymouth UniversityDrake Circus, PlymouthDevon PL4 8AAUnited KingdomT +44 (0) 1752 582 000F +44 (0) 1752 582 011E [email protected]

ROBERTOFRAQUELLIWITHPLYMOUTHUNIVERSITY

Business card85mm x 55mmTwo-colour printOne side only

A4 Letterhead297mm x 210mmTwo-colour printOne side only

Compliments slip99mm x 210mmTwo-colour printOne side only

3.1




STATIONERY

The core stationery elements that we use are the letterhead, compliments slip and business card. The business card will have all information on the card printed professionally but must only comprise of the name and logo or, in special circumstances, a group name and logo where it is better to present this as a separate entity. Business cards do not carry messages. They must only be one sided and are batched together and printed in quantities to reduce cost. Only when it is necessary to print cards in more than one language will the reverse be used.


Applications

EVENT – FROM MICRO TO MAXI



BETTER FUTURESWITHPLYMOUTHUNIVERSITY


DAVIDSAMUELSWITHPLYMOUTHUNIVERSITYStaffDirector of Science

REF:

081

2456

89

Name badge100mm x 60mmTwo-colour print

Portrait banner1000mm x 250mmFour-colour print

Landscape banner1000mm x1100mmFour-colour print


To access the brand asset library, please visit →https://exchange.plymouth.ac.uk/intranet/dpc/branding.htm

3.2


Applications

MARKETING PRINT – FROM MICRO TO MAXI

CREATE &EXPLORE WITHPLYMOUTHUNIVERSITY

Sub header goes here

Ote at, que til host? Iderit, noxme quam ia? Bonsulto egit; nondius, morte igit. Uravenat tandampri erfirta L. me con verit, poraem ma, cota, clum diemum audente bonsus, non sente resftre.

Vere nos noc o publintem, crit is huit ad Casdam posum esheyg.

www.withplymouth.org

Details about With Plymouth University.Secondary line with more information different from above.

FIRE ALARMTESTINGWITHPLYMOUTHUNIVERSITY


Wednesdays between 2.30pm and 3.00pm

Please understand that your alarm will not be tested every week, but periodically throughout the year. Prior to test a notice will be placed in the communal entrance informing residents of the date that testing of the fire points serving their Flat will be carried out (48hrs notice).

Please note this is not a fire drill.

During the test the fire alarm bells Will sound for a few seconds

There is no need to evacuate the building unless the alarm bells continue to sound.

Access into student bedrooms is Not required.

A LIFE TIMEOF CRAFTWITHPLYMOUTHUNIVERSITY

EMBARKMASTER DREAM

POSTGRADUATE AND PROFESSIONALPROSPECTUS 2012


Lecture flyer A5210mm x 148mmFour-colour print

Postgraduate prospectus A4297mm x 210mmFour-colour print

Safety notice A3420mm x 297mmFour-colour print

Advert A2594mm x 420mmFour-colour print



3.3


Applications

ADVERTISING PRINCIPLES —DIGITAL

Google

Science news and science jobs from New Scientist

http://www.newscientist.com/

DISCOVERMOREWITHPLYMOUTHUNIVERSITY

BA (Hons) Geography Geography explores the relationships between people, places and the environment. Our degree is exciting and diverse, covering the range of human and physical geography.

As you progress through the degree, you can specialise in particular areas of geography or maintain a broad range of interests across the subject.

Google

British Marine Federation (BMF) – Home


http://www.britishmarine.co.uk/

Google

British Marine Federation (BMF) – Home


http://www.britishmarine.co.uk/

EXPLORE NATUREWITHPLYMOUTHUNIVERSITY

BETTERFUTURESWITHPLYMOUTHUNIVERSITY

Landscape banners MPU banners



3.4



Applications

ADVERTISING PRINCIPLES —RECRUITMENT

90mm x 100mm

90mm x 150mm

90mm x 80mm

90mm x 150mm



3.5


Applications

ADVERTISING PRINCIPLES —LARGE FORMAT

Download this file


DISCOVER PIONEER GRADUATE


www.plymouth.ac.uk

Ips, nos hostraela culocchuit iacii pro C. Roma, quam atia num.

3.6


Applications

VEHICLE LIVERY

GOING PLACESWITHPLYMOUTHUNIVERSITY www.plymouth.ac.uk

Download this file


3.7


Applications

EXTERNAL AND INTERNAL SIGNAGE

Throughout the campus we have building signage and major directional signage which is vital in aiding people on their journey through the area.

Due to the importance of maintaining a consistent and highly legible signage system we have created a separate document to aid and assist signage design.

Download the Signage guidelines

To access the brand asset library and download the Signage guidelines in Acrobat PDF format, please visit →https://exchange.plymouth.ac.uk/intranet/dpc/branding.htm

LINK BUILDING LEVELS 1/2/3

DAVY BUILDING

3.8


Applications

DIGITAL PRESENTATIONS —POWERPOINT TEMPLATE


A Presentation tothe Board of Governors14 March 2012by Professor. John Smith

• Lorem ipsum dolor sit amet, consectetur adipiscing elit.

• Pellentesque vitae metus ac ligula cursus varius.

• Aliquam non mauris ac enim elementum ullamcorper.

Slide Title

• Lorem ipsum dolor sit amet, consectetur adipiscing elit.

• Pellentesque vitae metus ac ligula cursus varius.

• Aliquam non mauris ac enim elementum ullamcorper.

• Duis semper magna nec elit tempus eu pharetra erat feugiat scelerisque.

Slide Title

2008 2008

Region 1 Region 1Region 2 Region 2

0 0

25 25

50 50

75 75

100 100

2009 2009

Category Title Category Title

2010 20102011 2011

ullam vitae lorem velit. Donec porttitor, erat sit amet consequat rhoncus, lorem sapien sollicitudin massa, vestibulum pharetra massa tortor elementum felis. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus tincidunt mi ut sapien ullamcorper dignissim euismod neque sagittis.

Slide Title




Download this file


3.9


Applications

STATIONERY TEMPLATES

There are templates available for certain stationery items as shown here.

Please note that there are different versions of the letterhead template for use.

The letterhead example shown here is to be used at all times. The template is ‘unlocked’ so that it can be used for the Mail Merge process but some rules must be adhered to. At the foot of the letterhead is the address information. This is to be set in 7pt Arial regular as shown. At the head the Recipient’s Name must start as shown (or not included at all if inappropriate) and is set in 10pt Arial bold. The Recipient’s Address must start below the name as shown and is set in regular.

Word document template297mm x 210mm

Letterhead templates297mm x 210mm


PIONEERWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011


Dear David,



Your sincerely

Wendy Purcell




Letterhead template297mm x 210mm

DISCOVERWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011


Dear David,



Your sincerely

Wendy Purcell





Compliments slip template99mm x 210mm



3.10




Applications Plymouth UniversityBrand guidelines

STATIONERY TEMPLATES

Should the address be shorter than allowed leave an extra space between this and the next heading Date which is again set in bold. The Subject is set in regular as is Dear Name of recipient (or better handwritten if the letter is to be signed).

It is important that each of these is placed in their correct position because when the letter is folded the Recipient’s Name must not appear within the window envelope aperture. The body of the letter should preferably be set in 11pt Arial regular and may include within it both bold and italic faces as the subject matter dictates. If the writer wishes to use either 10pt or 12pt this is allowed but remember that the larger face reduces the amount of information that can be displayed.

Letterhead templates297mm x 210mm


EXPLOREWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011


Dear David,



Your sincerely

Wendy Purcell




CREATEWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011


Dear David,



Your sincerely

Wendy Purcell





CONNECTWITHPLYMOUTHUNIVERSITYFAO David JonesCreative partnerBuddy Creative LimitedEagle Yard StudiosTudor StreetExeter EX 4 3BR

26th July 2011


Dear David,



Your sincerely

Wendy Purcell






SOCIAL MEDIA

Social media enables us to extend our communications to a much wider audience.

The messages should be kept to one word and a maximum of four letters to achieve the required legibility.

For further guidance on the use of the Plymouth University brand on social media pages please contact Rebecca Lee – [email protected]

less than 50px

3.11Applications Plymouth UniversityBrand guidelines

WORKWITHPLYMUNI

Twitter example page

WORKWITHPLYMUNI

WINWITHPLYMUNI

FUNWITHPLYMUNI

ARTSWITHPLYMUNI

POSSIBLE EXAMPLES

Four possible message examples for use on social media


The deep detail

HIGHLYREFINEDWITHPLYMOUTHUNIVERSITY

4.0


The deep detail

CO-BRANDING

We link with local colleges and their communities to provide higher education courses across the South West – an important service in our predominantly rural setting.

Wherever branding is required to demonstrate our partnerships, the partner logo should sit to the left of our logo, as shown here. Please ensure that when placing our partner’s logo next to ours, there is a shared balance of impact between the two. Our logo can adopt the partner brand colour to further emphasise the aspect of partnership.

The space between the two logos should be equal to the width of the ‘W’ in our logo.




4.1


The deep detail

ENTERPRISESOLUTIONSWITHPLYMOUTHUNIVERSITY

SUB-BRANDING

We house a variety of business ventures that are partly run or owned by us. The branding of these should fall in line with our brand with the use of our bespoke font.

These sub-brands can subtly distinguish themselves with the use of imagery as an active part of their own visual identity.

4.2


The deep detail

USING OUR COAT OF ARMS

The Coat of Arms is a significant heraldic symbol and was awarded to the University in autumn 2008.

The use of the Coat of Arms is restricted to official documents only, such as at graduation and other formal ceremonies/occasions, on degree certification and associated materials.

All requests to use the Coat of Arms must be made to the Head of Marketing in the first instance and will be agreed by the OVC.

Request this file

To request this file, please email →[email protected]

4.3


Contacts

CONTACTS

5.0


Contacts

CONTACTS Brand Adviser

Tim GuyRoom 210, 2nd FloorHepworth HousePlymouth UniversityDrake CircusPlymouthDevon PL4 8AA T: +44 (0) 1752 588 060M: +44 (0) 7768 633 000E: [email protected]

Document Production Centre Manager

Francis ReisDocument Production Centre5-13 Kirkby TerracePlymouth UniversityDrake CircusPlymouthDevon PL4 8AA T: +44 (0) 1752 587 262M: +44 (0) 7768 474 187E: [email protected]

External Relations and Communication Services

Hepworth HousePlymouth UniversityDrake CircusPlymouthDevon PL4 8AA

T: +44 (0) 1752 580 000E: [email protected]

Director of External Relations and Communication Services

Jane ChaferRoom 214, 2nd FloorHepworth HousePlymouth UniversityDrake CircusPlymouthDevon PL4 8AA T: +44 (0) 1752 588 007E: [email protected]

5.1


Contacts

For access to all components of the brand asset library, please visit https://exchange.plymouth.ac.uk/intranet/dpc/branding.htm

Once you have accessed the brand asset library you will find up-to-date artwork files and templates for all items shown and listed in the Applications section of this document, and many more.

GETSTARTEDWITHPLYMOUTHUNIVERSITY

5.2

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