University of AberdeenBrand Toolkit Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Introduction 2 4 5 7 8 Our corporate identity is an important element of our external presentation. It is the visual component of the Aberdeen brand and seeks to provide continuity and confidence. A vital part of managing our identity and achieving our objectives is in the consistency of brand communications and presentation throughout the University . The reputation of the University and how it is perceived by students, staff and the wider community must be our focus in everything we do . Our communications, whether written, spoken or visual, must reflect our principal values and demonstrate our pioneering ambition reflected in our mission statement: We aim to be recognised locally, nationally and internationally as a broad-based university that delivers innovative and excellent teaching and research . We are committed to positive change, to celebrating culture, to embracing enterprise, and to pioneering new ideas and inventions . In all that we do, we build on the distinctiveness of our northern heritage, on our location in the energy capital of Europe, and on over five centuries of consistent service and outstanding achievement to society . The secret of good branding is the consistent use of the identity, its colour and quality of implementation . By ensuring consistency in application across the University, we will create and maintain one international brand to reflect our core purpose, as an ancient research driven University, to generate, explore, and teach ideas . The Logotype . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Using The Logo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Logotype Variations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Incorrect Use of the Logotype Stationery . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 12 14 16 18 19 20 20 21 22 23 Letterheads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Aberdeen’s Ambition; Compliment Slips Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Presentation Materials - Powerpoint Plasma Screens . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Banner Displays . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . To be one of the top 100 world-leading universities. Corporate Gifts/Merchandising Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Photography Contacts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . > Back to Contents Page Introduction 2. We aim to be recognised locally. > Back to Contents Page 3. . nationally and internationally as a broad-based university that delivers innovative and excellent teaching and research. This complete version (shown here in full colour) can also be used as a single colour option in black. PMS 072 C:100 M:88 Y:0 K: 5 PMS 376 C:50 M:0 Y:100 K: 0 PMS 137 C:0 M:35 Y:90 K: 0 b . These are shown on page 6 . . The logotype is reproduced in six Pantone* colours (PMS). To maintain consistency.The Logotype The University of Aberdeen logotype has been created to give a unified image to all visual material produced by or on behalf of the University of Aberdeen . a . burgundy PMS 209 or white with an approved colour background . The logotype consists of two component parts: • The shield (with founding date) • The namestyle (University of Aberdeen) The two component parts must be presented together in the way it is displayed here . as shown (b) . colours as well as layout of the logotype must conform to standards . > Back to Contents Page The Logotype 4. BLACK C:0 M:0 Y:0 K: 100 PMS 209 C:0 M:100 Y:34 K: 53 PMS 485 C:0 M:97 Y:100 K: 0 * Pantone Inc’s check-standard trademark for colour reproduction and colour reproduction materials. ©Pantone Inc . The colours can also be converted to four colour process values when Pantone colours are unavailable or unpractical . Special guidance for the logotype usage is shown on the following pages within this manual . The logotype (a) has been designed to be as flexible as possible to meet all forms of usage in a consistent manner . except vehicles and signage. graphics or objects are permitted to intrude into this space . The Clearspace area is defined by the height of the blue square within the shield . 34mm 34mm d . No text. in the preferred position which is in the top left hand corner . > Back to Contents Page Using the Logotype 5. Logotype Size (d) A minimum size has been set to 34mm in diameter for the logo to ensure the complexity of the heraldic shield is maintained . X X X c . Clearspace (c) The logotype must have clear space to enhance recognition . The identity should appear in full on all material. .Using the Logo The full identity for the University of Aberdeen bringing together the shield and namestyle . • Single colour printing The entire logo and text must be reversed as in examples (h) & (i) . e . In exceptional circumstances when these colours are not available the logotype must be reproduced in a bold or the bolder of colour choices available . i . h . strong colour . please ensure the following guidelines apply: • Full colour printing The namestyle and founding date must be displayed in white text but the shield must be shown in full colour (g) . In certain circumstances it will be necessary. whether in full colour or single colour. Reversed Logotype Some design will require the logo to be reversed out on an approved colour background . In addition to the standard use of the logo the alternative colour ways for single colour/two colour printing is black or PMS 209 (burgundy) . To project the correct image of the University. Elements can only be customised to enable it to reverse properly from the background which should always appear as a dark. Similarly gold or silver foil blocking is acceptable as is blind embossing at an acceptable size . Please see list of Contacts on page 23 for more information . Single Colour The logotype should only be reproduced in Black (e) or PMS 209 (f) . If this is required. j . Please note that. . the background of the shield must always be reproduced in white as shown in the examples opposite . to engrave or etch the logotype onto glass or acrylic or use an equivalent vinyl effect . The background colour must be from the University colour palette . the colours used are vital to the layout of the logo and must conform to standards . f . > Back to Contents Page Using the Logotype 6. 3 . the logotype user should avoid bright or light colours for single colour reproduction .Using the Logo To maintain consistency. g . for example. two options are available to be used – landscape (k) and upright (l) versions .6 X 0 . Single colour or reversed out versions can be created . or website headers.5 X X X X 2X k . X 1 .75 X X X X X l . positioning of the shield and namestyle and the appropriate clear space to be assigned for approval . CENTRED X 1 . banners.g .Logotype Variations X Where the standard use of the logo is impractical e . promotional gifts. . size and correct application of the logotype . Please see list of Contacts on page 23 for guidance on production. presentation material. > Back to Contents Page Logotype Variations 7. The full colour versions are shown here with proportions. Clearspace (r) No text or graphics can intrude into the clearspace area or be attached to the logotype .Incorrect use of the Logotype The following logo examples shown here are incorrect or unacceptable adaptations of the logo . Checklist: Approved master artwork must be used when reproducing the logo . shape and content . The shield must be the correct size. > Back to Contents Page Incorrect Use of the Logotype 8. Always use the approved versions . Always use the approved versions . Wrong Namestyle (n) The namestyle was developed specifically for use in the logotype . o . MUSEUM FUND r . p . The colour of the single colour logo should not be too bright. Incorrect Format (m) The logotype should never be reformatted . n . Wrong Shield (q) The heraldic shield must not be replaced by any other . Ensure a clear space area surrounding the logo . or too light (p) . Wrong Colour The colour of the full colour namestyle has to conform to guidelines (o) . Namestyles must not be altered in any way . q . UNIVERSITY OF ABERDEEN m . . Colours used must be from the University palette . It must not be altered in any way . to embracing enterprise. and to > Back to Contents Page 9. We are pioneering new ideas and inventions.committed to positive change. to celebrating culture. . ac. Central Printing holds all detailed print specification files for all items .uk/english/ Printed on 75% recycled paper Registered Scottish Charity No SC013683 > Back to Contents Page Stationery 10.uk url: http://www.ac.abdn. To guard the corporate brand and ensure consistency in application and production quality. The University logo is used in its entirety on every item . The standard set of stationery comprises the following items. Business Cards and approved headers for forms. except on envelopes where the franking block carries the University logo . including Letterheads. .Stationery The University of Aberdeen has a portfolio of items within its full stationery range. School of English & Film Studies King’s College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: english. all stocks should be procured through the University of Aberdeen’s Central Printing Service.dept@abdn. shown in detail on subsequent pages within this section: – Letterheads: (variations in style) – Joint venture stationery – Continuation paper – Compliment slips: (variations in style) – Business cards: (variations in style) The logo is used in its entirety and positioned top left on every item. New items or changes to existing stationery must be approved by The Office of External Affairs . abdn. Paper Stock The paper stock for the stationery range has been carefully chosen for the various elements .ac.ac.Stationery Typeface The Ehrhardt typeface family has been chosen to complement the logotype on all printed items . A N Other BSc PhD Head of Department To order stationery. Aberdeen AB24 2UB Scotland. extending. This applies to stationery only . names. .uk/english/ With Compliments Continuation Paper The standard continuation paper is of the same paper stock and weight as the relevant letterhead but has no detail printed on it .ac.uk url: http://www.dept@abdn. condensing etc . Department of Study King’s College.d. United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email:
[email protected]. please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 > Back to Contents Page Stationery 11. White Wove (100gsm) is used for standard items with Connoisseur Ivory (115gsm) being adopted for the senior management team to differentiate the items . The correct stock and weights of papers are specified with each item . titles etc . This includes address blocks.uk url: http://www. The use of the typeface is flexible but must not be modified in any way etc outlining.uk Printed on 75% recycled paper Registered Scottish Charity No SC013683 School of English & Film Studies King’s College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: english. uk url: http://www.ac.ac.abdn.uk/english/ 2 3 4 Stock: White Wove Weight: 100gsm This is the standard variation In addition to the components given above. It consists of the following items:1 2 3 4 University of Aberdeen Logotype Full colour version Department/Centre/School/Institute/Name 9/11pt Ehrhardt Regular Address Block 9/11pt Ehrhardt Regular then 1mm space International Telephone. .abdn.dept@abdn. New items of stationery or changes to existing stationery must be approved by The Office of External Affairs.uk url: http://www. Email and url address 9/11pt Ehrhardt Regular Printed on 75% recycled paper Registered Scottish Charity No SC013683 1 School of English & Film Studies King’s College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: english. please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 with written details to complete items 1-6 as appropriate . the following are added to complete this stationery variation: 5 6 Supporting Logo Using space provided Funding/Contributing/Legal/Professional Details 7 .ac.5/10pt Ehrhardt Regular 1 19 All dimensions in mm 21 Prospect CPD MacRobert Building King’s College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272523 Fax: +44 (0) 1224 272079 Email:
[email protected]/cpd 2 3 4 20 20 To order stationery. 6 18 Prospect CPD is the central focus for professional development from the University of Aberdeen 6 5 > Back to Contents Page Letterheads 12. Fax.Letterheads This is the standard A4 letterhead Standard and Standard Variation Central Printing holds all detailed print specification files for all items . This is the only format permissible for joint ventures and consists of the following items:1 2 3 4 University of Aberdeen Logotype Full colour version Joint Office/Department/Foundation 9/11pt Ehrhardt Regular Address on one line 9/11pt Ehrhardt Regular then 1mm space International Telephone. Sized to balance with the University of Aberdeen logotype . A joint venture is defined as an equal input and commitment to the initiative . Email and url address 9/11pt Ehrhardt Regular Partner Logo Full colour version. . The bulk or main part of the logo must be 20mm from the right edge of the page . please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 with written details to complete items 1-5 as appropriate . Fax.Letterheads All dimensions in mm Joint Venture Stationery This A4 letterhead format has been created to accommodate the organisations involved in joint ventures with the University of Aberdeen . 1 19 10 5 20 20 5 Stock: White Wove (with no corporate watermark) Weight: 100gsm To order stationery. 2 4 3 > Back to Contents Page Letterheads 13. abdn.uk url: http://www.5/10pt Ehrhardt Regular 8 7 18 6 Prospect CPD is the central focus for professional development from the University of Aberdeen 20 Registered Scottish Charity No SC013683 Printed on 75% recycled paper With Compliments 6 Stock: White Wove Weight: 100gsm > Back to Contents Page Compliment Slips 14. Email and url address 9/11pt Ehrhardt Regular With Compliments 14pt Ehrhardt Regular italic Prints PMS 209 1 1 A .uk url: http://www. 2 of them opposite.uk/cpd 6 2 4 5 3 20 A variation to the standard format has been created to carry information on projects/initiatives: 7 8 Supporting Logo Using space provided Funding/Contributing/Legal/Professional Details 7 .ac.Compliment Slips Standard and Standard Variation The 1/3 A4 compliment slips have been created in 3 formats. Fax. .ac. to match the respective letterheads and continuation sheets . Standard Variation .Projects/Initiatives 21 19 Prospect CPD MacRobert Building King’s College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272523 Fax: +44 (0) 1224 272079 Email:
[email protected]. The standard format for Compliment Slips consist of the following items: 1 2 3 4 5 University of Aberdeen Logotype Full colour version Section Name 9/11pt Ehrhardt Semibold Department/Centre/School/Institute Name 9/11pt Ehrhardt Regular Address Block 9/11pt Ehrhardt Regular then 1mm space International Telephone.abdn. Standard All dimensions in mm 21 19 External Relations Alumni Relations Office King’s College Aberdeen AB24 3FX Scotland United Kingdom Tel: +44 (0) 1224 273234 Fax: +44 (0) 1224 272271 Email:
[email protected]/alumni_relations 2 4 5 3 20 20 Printed on 75% recycled paper Registered Scottish Charity No SC013683 6 With Compliments 6 B .ac. Joint Venture details can also be featured on the compliment slip by adding the Partner Logo as shown in example opposite: 9 Partner Logo Full colour version. . The bulk or main part of the logo must be 20mm from the right edge of the page . 1 Joint Venture Variation All dimensions in mm 10 19 9 20 20 4 3 5 6 Stock: White Wove Weight: 100gsm To order stationery. > Back to Contents Page Compliment Slips 15. please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 with written details to complete items 1-9 as appropriate .Compliment Slips Joint Venture This is the Compliment Slip format to match the Joint Venture letterheads and continuation sheets . Sized to balance with the University of Aberdeen logotype . United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: s.ac. Stock: White Wove Board Weight: 290gsm > Back to Contents Page Business Cards 16. United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: s.Business Cards Business cards are produced for full time staff at the University and used to give representation of individuals relative to their University employment and position of responsibility . Business cards can also be printed in other languages where foreign business activities dictate this requirement . Aberdeen AB24 2UB Scotland.uk Department of Study King’s College. Business cards are NOT produced to endorse or associate the University with any involvement with external agencies/ organisations without prior approval being given
[email protected]. Aberdeen AB24 2UB Scotland. journals and other associate activities including visiting lectureships and satellite businesses .abdn.5pt Ehrhardt Regular then 0 .abdn.uk url: http://www. This includes any links to postgraduate work. .ac.5pt Ehrhardt Regular Individual Name 8/8pt Ehrhardt Regular Individual Title 6/8pt Ehrhardt Semibold Individual Achievements 7/9pt Ehrhardt Semibold Standard with reverse foreign text (Arabic) Standard with reverse foreign text (Chinese) Standard 1 Standard Black 2 3 4 5 7 6 Department of Study King’s College.uk A N Other BSc PhD Head of Department A N Other BSc PhD Head of Department To order business
[email protected] url: http://www.5pt Ehrhardt Semibold Address 6/6 .d.5mm space International Telephone.ac. please contact: Derek Kemp/Susan Gibson at Central Printing Service 01224 272825 with written details to complete items 1-7 as appropriate .d. The standard University Business Cards size is 55mm x 85mm wide and consist of the following items:1 2 3 4 5 6 7 University of Aberdeen Logotype Full colour version Department/Centre/School/Institute Name 7/7 . Fax. Email and url address 6/6 . on our location in the consistent service and outstanding achievement to society. . five centuries of > Back to Contents Page energy capital of Europe. we build on the distinctiveness of our northern heritage. and on over 17.In all that we do. fresh and easy to use .Presentation Materials Powerpoint The Powerpoint presentation template (click to download) has been designed to look clean. with a maximum of five lines of ten per slide • Paragraph text should also be 24pt size • In certain circumstances this may not be possible but text should not be lower than 20pt size • Pictures must be clear and relevant to the presentation content > Back to Contents Page Presentation Materials 18. . Each presentation you produce should adopt the background style outlined below: • The heading is set in 36pt • Each bullet point should feature 24pt text or above. g . as well as to carry up-to-date information on registrations. . usually at entrances and where people congregate e . Cafés . > Back to Contents Page Presentation Materials 19. Plasma screens are updated regularly and used to advertise seminar programmes. When producing a plasma using Powerpoint the following guidance is given: • Logo – full or single colour.Presentation Materials Plasma Screens A number of our buildings have plasma screens. symposia and events. student support and other campus information . left/right position • Title/headline: 28 to 36pt Verdana • Intro Paragraph: 24 to 28pt Verdana • Event/contact details: 22 to 24pt Verdana bold • Partner logos: as relationship dictates Once completed the plasma is sent to key contacts within the University for publishing: Wilfred Howie – Education Anne Beavan – Library Services Yvonne Gordon – Registry Maureen Carr – IMS Jen Phillips – CLSM Marie Duncan – Biological Sciences Rhona Mitchell – Music Lynne Anderson – Campus Services/The Hub Please ensure you give clear instruction for uploading and removal as out of date information is not effective communication. clearspace • Image – relevance. ac.Presentation Materials Banner Displays The University of Aberdeen maximises its presence at exhibitions using display stands and other supporting material . > Back to Contents Page Presentation Materials 20.uk/store For advice and for information on corporate gifts please contact Marjory Clark or Deborah Mann in the Communications Team: 01224 272014 or
[email protected]. The full range of merchandise can be ordered via the online shop: www. To book out our Corporate Banners please contact Marjory Clark or Deborah Mann in the Communications Office: 01224 272014 or communications@abdn. .uk Corporate Gifts/Merchandising Merchandise and corporate gifts are used to support and promote events and as gifts or giveaways for overseas trips and other University activities .uk. uk for information and approval . Corporate/General Advertising The University has a roster of design agencies which must be used and will assist in the design and production of your advert
[email protected]@abdn.uk or Kylie Cooke on 01224 272408 or email k.Advertising The University of Aberdeen has appointed a media agency to procure advertising on its behalf to benefit from cost efficiencies through bulk buying across a range of media . All new advertising styles must be approved. Visit www.ac. The advertising activities can be split broadly into the following areas: • Student Recruitment • Staff Recruitment • Corporate Advertising Student Recruitment Advertising All student recruitment advertising should be arranged through Rachel Sandison. Senior Marketing Officer . A member of the team from HR is designated to each area of the University and each College . Please contact Shaunagh Kirby. The media agency is in regular contact with appointees from within the University to build and co-ordinate advertising exposure . This includes: University profiles Course advertising Course leaflets Ezines Advertorial features As with all publications. Staff Recruitment Advertising All staff recruitment advertising and any forthcoming vacancies should be co-ordinated through HR. please contact Rachel Sandison on 01224 272514 or email rachel. All new advertising layouts must be approved by the Communications Team . .uk . the same basic principles apply for advertising to ensure a consistent and recognisable image throughout all campaigns and one-off advertisements .ac.cooke@abdn. Head of SRAS or Kylie Cooke. Head of Communications on 01224 273108 or email s. > Back to Contents Page Advertising 21.uk/hr/contacts to find out who represents your Department or College . To discuss advertising opportunities in relation to student recruitment.ac.abdn.ac. In addition we have a number of photographers who are commissioned to work for the University. including those held within SRAS. > Back to Contents Page Photography 22.Photography A photo library has been established to bring together all recent photography from a number of sources. for example at graduations and other major events . . Communications and the Colleges . Please contact the Communications Team on 01224 272014 or
[email protected] for advice and assistance . ac .uk Hampton Associates THK Design Please contact Fiona Shedden or Shaunagh Kirby (above) for contact details for roster agencies .uk Central Printing: 01224 272825 or cen-print@abdn .ac .ferguson@abdn .uk Branding (general enquiries) Fiona Shedden: 01224 273790 or f .s .ac . .ac .uk Web Design & Development Mike McConnell: 01224 272602 or m .ac . Internal Communications Angela Ferguson: 01224 274136 or a .uk Media Communications Communications Team: 01224 272014 or communications@abdn .Contacts If you require clarification on any aspect of corporate identity please contact Fiona Shedden in the Office of External Affairs in the first instance on 01224 273790.uk Approved Agencies Emma Quinn Design 999 Design Elmwood D8 Student Recruitment Communications Rachel Sandison: 01224 272514 or rachel .ac .ac .ac .shedden@abdn .cooke@abdn .uk Shaunagh Kirby: 01224 273108 or s .kirby@abdn .sandison@abdn .uk > Back to Contents Page Contacts 23.uk Kylie Cooke: 01224 272408 or k .watson@abdn . Advice and Assistance Situations will arise that are outwith the scope of these guidelines and it is important that you get in touch with one of the contacts listed for guidance .ac . Printing Signage Bob Watson: 01224 272067 or r .mcconnell@abdn .