uoa brand toolkit

8/6/2019 UOA Brand Toolkit

1/24


2/24

Contents

Introduction 2

The Logotype 4

Using The Logo 5

Logotype Variations 7

Incorrect Use o the Logotype 8

Stationery 10

Letterheads 12

Compliment Slips 14

Business Cards 16

Presentation Materials - Powerpoint 18

Plasma Screens 19

Banner Displays 20

Corporate Gi ts/Merchandising 20

Advertising 21

Photography 22

Contacts 23

Introduction

Our corporate identity is an important element o our external presentation. It is the visual component o theAberdeen brand and seeks to provide continuity andconfdence.

A vital part o managing our identity andachieving our objectives is in the consistency o brandcommunications and presentation throughout theUniversity

The reputation o the University and how it is perceived bystudents, sta and the wider community must be our ocus in everything we do Our communications, whether written, spoken or visual, must re ect our principal valuesand demonstrate our pioneering ambition re ected in our

mission statement:

We aim to be recognised locally, nationally and internationallyas a broad-based university that delivers innovative andexcellent teaching and research

We are committed to positive change, to celebratingculture, to embracing enterprise, and to pioneering newideas and inventions

In all that we do, we build on the distinctiveness o our northern heritage, on our location in the energy capital o

Europe, and on over fve centuries o consistent serviceand outstanding achievement to society

The secret o good branding is the consistent use o theidentity, its colour and quality o implementation Byensuring consistency in application across the University,we will create and maintain one international brand tore ect our core purpose, as an a ncient research drivenUniversity, to generate, explore, and teach ideas

> Back to Contents Page

Aberdeens Ambition;

To be oneo the top 100world-leadinguniversities.

Introduction 2.


3/24


4/24

The LogotypeThe University o Aberdeen logotype has been created togive a unifed image to all visual material produced by or onbehal o the University o Aberdeen

The logotype (a) has been designed to be as exible aspossible to meet all orms o usage in a consistent manner

The logotype consists o two component parts:

The shield (with founding date)

The namestyle (University of Aberdeen)

The two component parts must be presented together inthe way it is displayed here This complete version (shownhere in ull colour) can also be used as a single colour optionin black, burgundy PMS 209 or white with an approvedcolour background These are shown on page 6

Special guidance or the logotype usage is shown on theollowing pages within this manual

To maintain consistency, colours as well as layout o thelogotype must con orm to standards

The logotype is reproduced in six Pantone* colours (PMS),as shown (b) The colours can also be converted to our colour process values when Pantone colours are unavailableor unpractical

BLACK C:0 M:0 Y:0 K: 100

PMS 072 C:100 M:88 Y:0 K: 5

PMS 209 C:0 M:100 Y:34 K: 53

PMS 376 C:50 M:0 Y:100 K: 0

PMS 485 C:0 M:97 Y:100 K: 0

PMS 137 C:0 M:35 Y:90 K: 0* Pantone Incs check-standard trademark or colour reproduction and colour reproductionmaterials, Pantone Inc

The Logotype 4.

b

a

> Back to Contents Page


5/24


6/24

Using the LogoTo maintain consistency, the colours used are vital to the layouto the logo and must con orm to standards The backgroundcolour must be rom the University colour palette Please seelist o Contacts on page 23 or more in ormation

In addition to the standard use o the logo the alternative

colour ways or single colour/two colour printing is black or PMS 209 (burgundy)

Please note that, whether in ull colour or single colour, thebackground o the shield must always be reproduced in whiteas shown in the examples opposite

Single Colour The logotype should only be reproduced in Black (e) or PMS 209 ( ) To project the correct image o the University, thelogotype user should avoid bright or light colours or singlecolour reproduction

In exceptional circumstances when these colours are notavailable the logotype must be reproduced in a bold or thebolder o colour choices available

In certain circumstances it will be necessary, or example, toengrave or etch the logotype onto glass or acrylic or use anequivalent vinyl e ect Similarly gold or silver oil blocking isacceptable as is blind embossing at an acceptable size

Reversed LogotypeSome design will require the logo to be reversed out on anapproved colour background I this is required, please ensurethe ollowing guidelines apply:

Full colour printing The namestyle and ounding date mustbe displayed in white text but the shield must be shown in ullcolour (g)

Single colour printing The entire logo and text must bereversed as in examples (h) & (i) Elements can only becustomised to enable it to reverse properly rom the backgroundwhich should always appear as a dark, strong colour

> Back to Contents Page Using the Logotype 6.

j

h

i

g

e

3


7/24

Logotype VariationsWhere the standard use o the logo is impractical e gbanners, presentation material, promotional gi ts, or website headers, two options are available to be used landscape (k) and upright (l) versions

The ull colour versions are shown here with proportions,positioning o the shield and namestyle and the appropriateclear space to be assigned or approval

Single colour or reversed out versions can be created

Please see list o Contacts on page 23 or guidance onproduction, size and correct application o the logotype

> Back to Contents Page Logotype Variations 7.

X

X

X

2 X

XX

1 5 X

X

XX

X

XCENTRED

0 75 X

1 6 X

l

k


8/24

Incorrect use o the LogotypeThe ollowing logo examples shown here are incorrect or unacceptable adaptations o the logo

Incorrect Format (m)The logotype should never be re ormatted Always use theapproved versions

Wrong Namestyle (n)The namestyle was developed specifcally or use in thelogotype It must not be altered in any way

Wrong Colour The colour o the ull colour namestyle has to con orm toguidelines (o)

The colour o the single colour logo should not be too bright,

or too light (p)

Wrong Shield (q)The heraldic shield must not be replaced by any other

Clearspace (r)No text or graphics can intrude into the clearspace area or beattached to the logotype

Checklist:Approved master artwork must be used when reproducingthe logo

Always use the approved versionsNamestyles must not be altered in any way

Colours used must be rom the University palette

The shield must be the correct size, shape and content

Ensure a clear space area surrounding the logo

> Back to Contents Page Incorrect Use o the Logotype 8.

r

p

n

q

o

m

UNIVERSITY

OF ABERDEEN

MUSEUM FUND


9/24

> Back to Contents Page 9.

We are committed to positivechange, to celebrating culture,to embracing enterprise, and to

pioneering new ideasand inventions.


10/24


11/24

Stationery

Type aceThe Ehrhardt type ace amily has been chosen tocomplement the logotype on all printed items This includesaddress blocks, names, titles etc The use o the type ace isexible but must not be modifed in any way etc outlining,extending, condensing etc

This applies to stationery only

Paper StockThe paper stock or the stationery range has been care ullychosen or the various elements White Wove (100gsm) isused or standard items with Connoisseur Ivory (115gsm)being adopted or the senior management team todi erentiate the items The correct stock and weights opapers are specifed with each item

Continuation Paper The standard continuation paper is o the same paper stockand weight as the relevant letterhead but has no detailprinted on it

To order stationery, please contact:

Derek Kemp/Susan GibsonCentral Printing Service01224 272825

> Back to Contents Page Stationery 11.

School of English & Film StudiesKings College

AberdeenAB24 2UB

ScotlandUnited Kingdom

Tel: +44 (0) 1224 272625Fax: +44 (0) 1224 272624

Email: [email protected]: http://www.abdn.ac.uk/english/

With ComplimentsPrintedon75% recycledpaper RegisteredScottishCharity No SC013683

Departmentof StudyKingsCollege, AberdeenAB24 2UB

Scotland, UnitedKingdomTel: +44 (0)1224 272625 Fax: +44 (0)1224 272624Email: [email protected] url: http://www.abdn.ac.uk

A N Other BSc PhDHeadof Department


12/24

Letterheads

Standard and Standard VariationCentral Printing holds all detailed print specifcation fles or all items

New items o stationery or changes to existing stationery

must be approved by The O fce o External A airs.

It consists o the ollowing items:-

University o Aberdeen LogotypeFull colour version

Department/Centre/School/Institute/Name9/11pt Ehrhardt Regular

Address Block9/11pt Ehrhardt Regular then 1mm space

International Telephone, Fax, Email and url address

9/11pt Ehrhardt Regular

Stock: White Wove

Weight: 100gsm

In addition to the components given above, the ollowingare added to complete this stationery variation:

Supporting LogoUsing space provided

Funding/Contributing/Legal/Pro essional Details

7 5/10pt Ehrhardt Regular


Derek Kemp/Susan GibsonCentral Printing Service 01224 272825with written details to complete items 1-6 as appropriate

> Back to Contents Page Letterheads 12.

Printedon 75% recycledpaper RegisteredScottish Charity No SC013683

School of English & Film StudiesKings College

AberdeenAB24 2UB


Tel: +44 (0) 1224 272625Fax: +44 (0) 1224 272624

Email: [email protected]: http://www.abdn.ac.uk/english/

Prospect CPDisthe central focusfor professional development fromthe University ofAberdeen

Prospect CPDMacRobert Building

Kings CollegeAberdeen AB24 2UB


Tel: +44 (0) 1224 272523Fax: +44 (0) 1224 272079

Email: [email protected]

url: http://www.abdn.ac.uk/cpd

This is the standard A4 letterhead

This is the standard variation All dimensions in mm

1

2

3

4

5

6

19

20

21

20

18

6

1

1

2

2

3

3

4

4

5

6


13/24

Letterheads

Joint Venture StationeryThis A4 letterhead ormat has been created toaccommodate the organisations involved in joint ventureswith the University o Aberdeen

A joint venture is defned as an equal input andcommitment to the initiative

This is the only ormat permissible or joint ventures andconsists o the ollowing items:-


Joint O fce/Department/Foundation9/11pt Ehrhardt Regular

Address on one line9/11pt Ehrhardt Regular then 1mm space

International Telephone, Fax, Email and url address9/11pt Ehrhardt Regular

Partner LogoFull colour version. Sized to balance with theUniversity o Aberdeen logotype The bulk or mainpart o the logo must be 20mm rom the right edge othe page

Stock: White Wove (with no corporate watermark)

Weight: 100gsm



> Back to Contents Page Letterheads 13.

All dimensions in mm

1

2

3

4

5

19

10

20

20

1

2

5

34


14/24

External Relations

Alumni Relations OfceKings College

Aberdeen AB24 3FXScotland

United Kingdom

Tel: +44 (0) 1224 273234Fax: +44 (0) 1224 272271

Email: [email protected]: http://www.abdn.ac.uk/alumni_relations



Prospect CPDMacRobert Building

Kings CollegeAberdeen AB24 2UB


Tel: +44 (0) 1224 272523Fax: +44 (0) 1224 272079

Email: [email protected]: http://www.abdn.ac.uk/cpd

Prospect CPDisthe central focusforprof essional development fromthe University of Aberdeen

Compliment Slips

Standard and Standard VariationThe 1/3 A4 compliment slips have been created in 3ormats, 2 o them opposite, to match the respectiveletterheads and continuation sheets

The standard ormat or Compliment Slips consist o theollowing items:


Section Name9/11pt Ehrhardt Semibold

Department/Centre/School/Institute Name9/11pt Ehrhardt Regular

Address Block9/11pt Ehrhardt Regular then 1mm space

International Telephone, Fax, Email and url address9/11pt Ehrhardt Regular

With Compliments14pt Ehrhardt Regular italicPrints PMS 209

A variation to the standard ormat has been created to carryin ormation on projects/initiatives:

Supporting LogoUsing space provided

Funding/Contributing/Legal/Pro essional Details7 5/10pt Ehrhardt Regular

Stock: White Wove

Weight: 100gsm

> Back to Contents Page Compliment Slips 14.


1

2

3

4

5

7

6

8

19

19

18

20

20

20

20

6

6

1

1

78

32

4

6

6

5

21

21

A Standard

B Standard Variation - Projects/Initiatives

32

4

5


15/24

Compliment Slips

Joint VentureThis is the Compliment Slip ormat to match the JointVenture letterheads and continuation sheets

Joint Venture details can also be eatured on the

compliment slip by adding the Partner Logo as shown inexample opposite:

Partner LogoFull colour version. Sized to balance with theUniversity o Aberdeen logotype The bulk or mainpart o the logo must be 20mm rom the right edge othe page

Stock: White Wove

Weight: 100gsm



> Back to Contents Page Compliment Slips 15.


9

19

20

20

1

6

9

Joint Venture Variation

10

34 5


16/24

Department of StudyKings College, Aberdeen AB24 2UBScotland, United KingdomTel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624Email: [email protected] url: http://www.abdn.ac.uk

A N Other BSc PhDHead of Department

Business CardsBusiness cards are produced or ull time sta at theUniversity and used to give representation o individualsrelative to their University employment and position oresponsibility

Business cards are NOT produced to endorse or associate

the University with any involvement with external agencies/organisations without prior approval being given Thisincludes any links to postgraduate work, journals and other associate activities including visiting lectureships andsatellite businesses

Business cards can also be printed in other languages whereoreign business activities dictate this requirement

The standard University Business Cards size is 55mm x85mm wide and consist o the ollowing items:-

University o Aberdeen Logotype

Full colour versionDepartment/Centre/School/Institute Name7/7 5pt Ehrhardt Semibold

Address6/6 5pt Ehrhardt Regular then 0 5mm space

International Telephone, Fax, Email and url address6/6 5pt Ehrhardt Regular

Individual Name8/8pt Ehrhardt Regular

Individual Title6/8pt Ehrhardt Semibold

Individual Achievements7/9pt Ehrhardt Semibold

Stock: White Wove Board

Weight: 290gsm

> Back to Contents Page Business Cards 16.

1

2

3

4

5

6

7

1

32

4

5

76

Standard with reverse oreign text (Arabic)

Standard

Standard with reverse oreign text (Chinese)

Standard Black

Department of StudyKings College, Aberdeen AB24 2UBScotland, United KingdomTel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624Email: [email protected] url: http://www.abdn.ac.uk

A N Other BSc PhDHead of Department

To order business cards, please contact:

Derek Kemp/Susan Gibson at Central Printing Service 01224 272825with written details to complete items 1-7 as appropriate


17/24

> Back to Contents Page 17.

In all that we do, we build on the

distinctiveness o ournorthern heritage, on our location in the

energy capital o Europe, and on over

fve centuries o consistentservice and outstandingachievement to society.


18/24

> Back to Contents Page Presentation Materials 18.

PresentationMaterialsPowerpoint

The Powerpoint presentation template (click to download)

has been designed to look clean, resh and easy to useEach presentation you produce should adopt thebackground style outlined below:

The heading is set in 36pt

Each bullet point should feature 24pt text or above,with a maximum o fve lines o ten per slide

Paragraph text should also be 24pt size

In certain circumstances this may not be possible buttext should not be lower than 20pt size

Pictures must be clear and relevant to the presentationcontent
http://www.abdn.ac.uk/documents/university-template.pothttp://www.abdn.ac.uk/documents/university-template.pot


19/24

When producing a plasma using Powerpoint the ollowingguidance is given:

Logo full or single colour, clearspace Image relevance, 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 withinthe University or publishing:

Wil red Howie EducationAnne 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 or uploadingand removal as out o date in ormation is not e ectivecommunication.


PresentationMaterialsPlasma Screens

A number o our buildings have plasma screens, usually atentrances and where people congregate e g Ca s

Plasma screens are updated regularly and used to advertiseseminar programmes, symposia and events, as well as tocarry up-to-date in ormation on registrations, studentsupport and other campus in ormation


20/24

Corporate Gi ts/Merchandising

Merchandise and corporate gi ts are used to support andpromote events and as gi ts or giveaways or overseastrips and other University activities

The ull range o merchandise can be ordered via theonline shop:

www.abdnpayments.co.uk/store

For advice and for information on corporate gifts pleasecontact Marjory Clark or Deborah Mann in theCommunications Team: 01224 272014 or [email protected] .


PresentationMaterialsBanner Displays

The University o Aberdeen maximises its presence atexhibitions using display stands and other supportingmaterial To book out our Corporate Banners pleasecontact Marjory Clark or Deborah Mann in theCommunications O fce: 01224 272014 or [email protected]
http://www.abdnpayments.co.uk/store/mailto:[email protected]:[email protected]:[email protected]:[email protected]://www.abdnpayments.co.uk/store/


21/24


22/24

> Back to Contents Page Photography 22.

Photography

A photo library has been established to bring together allrecent photography rom a number o sources, includingthose held within SRAS, Communications and the Colleges

In addition we have a number o photographers who arecommissioned to work or the University, or example atgraduations and other major events

Please contact the Communications Team on 01224272014 or [email protected] or advice andassistance
mailto:[email protected]:[email protected]


23/24

ContactsI you require clarifcation on any aspect o corporateidentity please contact Fiona Shedden in the O fce oExternal A airs in the frst instance on 01224 273790.

Advice and Assistance

Situations will arise that are outwith the scope o theseguidelines and it is important that you get in touch with oneo the contacts listed or guidance

Media Communications

Communications Team:01224 272014 or communications@abdn ac uk

Internal Communications

Angela Ferguson: 01224 274136 or a erguson@abdn ac uk

Student Recruitment Communications

Rachel Sandison: 01224 272514 or r achel sandison@abdn ac uk

Kylie Cooke: 01224 272408 or k cooke@abdn ac uk

Signage

Bob Watson: 01224 272067 or r s watson@abdn ac uk

Web Design & Development

Mike McConnell: 01224 272602 or m mcconnell@abdn ac uk

Branding (general enquiries)

Fiona Shedden: 01224 273790 or shedden@abdn ac uk

Shaunagh Kirby: 01224 273108 or s kirby@abdn ac uk

Approved Agencies

Emma Quinn Design 999 Design

Hampton Associates Elmwood

THK Design D8

Please contact Fiona Shedden or Shaunagh Kirby(above) or contact details or roster agencies

Printing

Central Printing: 01224 272825 or cen-print@abdn ac uk

> Back to Contents Page Contacts 23.
mailto:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]:[email protected]


24/24

uoa brand toolkit

Documents