As our project is for an actual client in the University of Lincoln Library, there are strict branding guidelines that must be followed in order to keep to a certain representation of the University. These are as follows, taken from the University website:

The University of Lincoln Brand

The University of Lincoln’s corporate identity is not just about the correct use of our logo. It is a mix of elements that creates a distinctive look and voice - an instantly recognisable expression of the University and what it stands for.

Every piece of communication adds to our brand in some way, so using these elements in a consistent way builds and enhances the University’s reputation.

A feel of professionalism and gravitas, and our shared values as an innovative, student-centred university, are reflected in all our materials.

Permission to use the University's logo must be obtained, in writing, from the Deputy Director of Communications, Development & Marketing (see below) before use. Failure to do so will be in breach of copyright law.

Materials produced within a marketing/communications context, whether internally or by external agencies, must be signed off by the Deputy Director of Communications Development & Marketing AT LEAST 2 WEEKS IN ADVANCE of production. Please contact the Marketing department for advice and guidance at planning stage.

University of Lincoln Logotype Use

Using Our Logo

Our logo is supplied in two colour versions: with black text or with white.

On lighter backgrounds, use the black text version while on dark backgrounds use the white form. Always use the version that gives maximum contrast and legibility.

The lettering can also be foil blocked in silver.

Exclusion Zone

The ‘exclusion zone’ is the clear area that surrounds the University’s logo.

To ensure that the logo remains clear and has impact, nothing should appear inside the exclusion zone.

The exclusion zone for the portrait logo is 15% of the height of the logo.

The exclusion zone for the landscape logo is 25% of the height of the logo.

If the logo is positioned over a background image, this can be considered clear space as long as it does not impair the visibility or legibility of the logo.

Our Logo: Dos and Don’ts

It is essential our logo is used correctly and consistently otherwise we will compromise and weaken our brand identity. Therefore:

never leave out either of the elements (words or image)

never stretch or distort it

never alter any of the colours

never use another typeface within the logo

never display the logo at an angle

never place elements in the exclusion zone

never use the logo on a background image that makes it unclear or where there is insufficient contrast.

Fonts for print

The University of Lincoln uses two corporate typefaces, Goudy Modern and Helvetica.
The logo typeface, Goudy Modern, should be used for cover headings and for emphasis.
Helvetica 55 Roman should be used as our primary body text typeface.

Helvetica 55 Roman should be used for body text
For emphasis use the italic, light or bold versions
Arial should be used on emails and can be used elsewhere if Helvetica is not available.

Fonts for the web

Web pages use two standard typefaces, Georgia for headings and Verdana for body text. Please do not use any other typefaces on the web.

Primary Colours

Our primary colour palette consists of the University Blue (Pantone 282) and the University Grey (Pantone Cool Gray 9). The recommended breakdowns for spot colour, four-colour (CMYK) process, screen and web are shown here. Tints of these colours can also be used.

University of Lincoln Blue

Pantone - 282
CMYK - 100 68 0 54
RGB - 0 50 95
Hex - #002147

University of Lincoln Grey (Pantone Cool Grey 9)

Pantone - Cool Gray 9
CMYK - 30 23 17 58
RGB - 116 118 120
Hex - #747678

For the majority of printed work, four-colour process will be the method used. However, if the University Blue is being used on the covers of prestige publications then Pantone 282 must be used as a special 5th colour.
Always refer to the CMYK breakdowns given here and not those specified in particular programmes e.g. Quark, Photoshop or In Design, as those colour values vary from programme to programme.
Our logo text can be foil blocked in silver.

White also has an important role in our colour palette. The use of white on covers and in layouts is an essential component in creating powerful, confident and clear communications within the University of Lincoln brand.

Accent Colours

To complement our two primary colours there are two secondary colours.

The recommended breakdowns for four- colour (CMYK) process, screen and web are shown here. Tints of these colours can also be used.

Teal

Pantone - 320
CMYK - 100 0 30 2
RGB - 0 153 204
Hex - #0099CC

Magenta

Pantone - 226
CMYK - 0 100 0 0
RGB - 193 0 118
Hex - #CC3366

The two primary colours can be reproduced as special spot colours, but for the secondary palette, four-colour process can be used.
As with our primary colours, always refer to the CMYK breakdowns given here and not those specified in particular programmes e.g. Quark, Photoshop or InDesign, as those colour values vary from programme to programme.
The pink and teal in the secondary palette is for limited use as a highlight colour. White, the University Blue and the University Grey should dominate.

Digi & Design Level 3

Monday 4 November 2013

Sticking To Branding Guidelines