1 the basics 1

The basics

In this section we detail the corporate identity’s fixed core design elements and describe how to use them. Logos, fonts and coats of arms must all be handled in the approved way to ensure consistency and must not be adapted, amended, substituted or misused.

1 |

1 | The basicsThe logo .................................................................... 1.2Variants .................................................................... 1.2Exclusion zone .......................................................... 1.3

Logo size on documents .................................... 1.3 Minimum size ...................................................... 1.3 Colour ................................................................ 1.3 Use of coats of arms ......................................... 1.4 King’s College London coat of arms................... 1.4 Officialblazon ..................................................... 1.4 The original King’s coat of arms ......................... 1.4 Hospitals’ coats of arms .................................... 1.5 Three shields used in conjunction ...................... 1.5 Whenalogocan’tbeused ................................. 1.6 Good practice .................................................... 1.6 Bad practice ...................................................... 1.7

Position on documents ....................................... 1.8 Concise guide to logo size & position ................ 1.8

Partnerpublications........................................... 1.9Sub-branding ........................................................... 1.10 Sub-brandingwithoutsecondarylogos ............ 1.10Sub-brandingexample..............................................1.11GraduateSchoolsub-branding ................................1.11 Detail ..................................................................1.11 A4 document ......................................................1.11 A5 document ..................................................... 1.12 Advertisement70-100mmwide ......................... 1.13 Advertisement100-200mmwide ...................... 1.13 InstituteofPsychiatryadvertisement ............... 1.13

Colour&imagery .................................................... 1.14 Corporate colours ............................................ 1.14 Colourprintingglossary.................................... 1.14 Imagequality ..................................................... 1.14 Resolution ......................................................... 1.14 Collegeimagery ................................................ 1.14 Sourcingimagery .............................................. 1.14 Copyright ........................................................... 1.14Typefaces ................................................................. 1.15

Caslon 540 ....................................................... 1.15 King’s Caslon ..................................................... 1.15 Use .................................................................... 1.15

King’s Bureau Grotesk 37 .................................. 1.16 King’s Bureau Grotesk 51 ................................... 1.16

Use .................................................................... 1.16Typographicalhierarchy .......................................... 1.17 Typespecification .............................................. 1.17 Example ............................................................. 1.18

2 | Routine office documents3 | Promotional literature 4 | House style for written material 5 | Detail for designers 6 | Advertisements 7 | Stationery8 | Signage9 | Web content & applications

King’s College London Corporate identity guidelines 2008

VariantsThere are two forms of the College logo, one with and one without the ‘University of London’ strapline.

Without ‘University of London’ straplineThis is the standard version.

With ‘University of London’ straplineThis logo must always be used on:• items for an international audience• items involving the University of London

King’s College London now has its own degree awarding powers and puts an increasing emphasis on its own brand.

The use of the University of London strapline on publications is optional and is likely to be used less often than previously.

KCL_UoL_A4_40mm.eps

KCL_A4_40mm.eps

The logo

1.2

1 | The basics

Exclusion zoneDo not undermine the logo’s integrity by crowding it with other visual elements.

In order for the logo to be seen clearly wherever it appears it should always inhabit the exclusion zone. No text or other bold visual elements should appear within this space.

The exclusion zone is the measurement ‘x’, which is the distance between the baseline of the ‘K’ and the baseline of the ‘L’.

Logo size on documentsThe logo appears at specific sizes with specific exclusion zones on standard format documents. Please see the table on page 1.8 for details.

Minimum sizeOn non-standard King’s documents and advertisements where the logo is the primary identifier the logo should not be used any smaller than 20mm in width.

ColourApart from on branded stationery (where the logo always prints in Pantone 032 red) there is no colour restriction on the logo, which may be printed in any single solid colour.

1.3

xx

x

x

xx

x

x

20mm

The logo

1 | The basics

1.4

The logo

Use of coats of armsThese have an exclusive role. They are only used on formal and ceremonial items such as examination certificates, formal invitations and graduation materials (see example d) to lend dignity and status. The coats of arms also act as a legitimising device on legal and official titles and documents (see examples a and b).

King’s College London coat of armsThe current coat of arms was developed following the mergers with Queen Elizabeth College and Chelsea College in 1985, and incorporates aspects of their heraldry. A warrant for the use of this coat of arms was granted by the College of Arms in 1995, where a copy is kept on record. The right to use the Royal Crown in our armorial bearings was granted by her Majesty the Queen.

The full achievement of arms is composed of several elements, which should be used depending on purpose and available space. These are the shield, motto, crest, helm, mantling, and supporters.Two versions of the coat of arms are commonly used on printed documents:This version includes the shield, motto, crest, helm and mantling, but not the supporters (see examples a and b).The shield alone is used in circumstances in which space is critical or when partnered with other shields (see example c).

Official blazonThe ‘official blazon’ is the College of Arms’ description of a grant of arms, which uses an elaborate system of technical terms, many of which are derived from Latin or Norman French. The official blazon of the King’s coat of arms, taken from the grant of arms, is as follows:The arms: Or on a Pale Azure between two Lions rampant respectant Gules an Anchor Gold ensigned by a Royal Crown proper on a Chief Argent an Ancient Lamp proper inflamed Gold between two Blazing Hearths also proper.The crest and supporters: On a Helm with a Wreath Or and Azure Upon a Book proper rising from a Coronet Or the rim set with jewels two Azure (one manifest) four Vert (two manifest) and two Gules a demi Lion Gules holding a Rod of Dexter a female figure habited Azure the cloak lined coif and sleeves Argent holding in the exterior hand a Lond Cross botony Gold and sinister a male figure the Long Coat Azure trimmed with Sable proper shirt Argent holding in the interior hand a Book proper.

1 | The basics

a

c

e

The original King’s coat of armsThe coat of arms displayed on the College Charter (see example e) is that of George IV, who was King at the time of the College’s foundation in 1829. The shield depicts the royal coat of arms together with an inescutcheon of the House of Hanover, while the supporters embody the College motto of sancte et sapienter. No correspondence is believed to have survived regarding the choice of this coat of arms, either in the College Archives or at the College of Arms, and a wide variety of unofficial adaptations have been used during the history of the College.

King’s College London

Graduation ceremonies16-17 January 2006

b

d

1.5

The logo

1 | The basics

Hospitals’ coats of armsAlthough St Thomas’ Hospital Medical School was granted a coat of arms of its own in 1949 (prior to the mergers which led to the current School of Medicine) the Hospital’s coat of arms (see example f) has been used since the Medical Schools became the United Medical and Dental Schools of Guy’s and St Thomas’ Hospitals.

Guy’s Medical School had no equivalent coat of arms and had always adopted the Hospital’s (see example g). After the Guy’s Medical School became a legal body separate from Guy’s Hospital in 1948, the School decided in 1954 to continue to use the Hospital’s arms and dropped a proposal to apply for its own.

Quoting from a letter from Simon Argles, then Secretary of the United Medical and Dental Schools of Guy’s and St Thomas’ Hospitals:

‘…about using the wrong coat of arms, that of the hospital rather than of the School on our writing paper, perhaps I can throw some light on how this came about. When the current writing paper was being designed a conscious decision was made to use the hospital coat of arms rather than the School one. The reason for this is that Guy’s Hospital Medical School did not have its own coat of arms, but more importantly, since the title of the School is the United Medical and Dental Schools of Guy’s and St Thomas’ Hospitals, it was felt that the use of the Hospitals’ coat of arms was more appropriate.’

This tradition of using the hospital shields continues today.

Three shields used in conjunctionThe Hospitals have their own prestigious armorial achievements, and it is appropriate to use the shields from these coats of arms in some contexts involving the King’s College London School of Medicine at Guy’s, King’s College and St Thomas’ Hospitals.

The shields of Guy’s and St Thomas’ Hospitals are used in conjunction with the shield of King’s College London to demonstrate the relationship between the Hospitals and the Medical Schools, and to display our pride in the rich heritage of these institutions.

Use of the three shields together is limited and embraces items such as graduation materials, targeted alumni publications and the branding of the Medical Schools’ sports kit (see examples h and i). The shields have been simplified considerably in this last instance to allow for successful embroidering; this simplified version is limited to this usage only. Women’sFootball

g:Guy’sHospital

f: St Thomas’ Hospital

i:sportskitbrandingforthe Medical Schools of King’s College London

j:sportskitbrandingforKing’s College London

Medical Schools

Women’sFootball

h: the three shields used together

When a logo can't be usedSometimes there may be inadequate space for a logo yet King’s branding is still required. Typical examples of this are spines of books, documents or folders, pens and smaller items of merchandise.

On these occasions the complete name of the College should be listed in upper and lower case and set in King’s Caslon Display regular (a). Please note that there is never a comma between ‘College’ and ‘London’.

For more guidance on referring to the College please see section 4 ‘House style for written material’.

Good practice• for print, always use logos supplied by the Corporate

Design Unit• do not distort the logo in any way (typically, always

hold the shift key down to constrain proportions when the logo is imported into any software programme)

• ensure that the logo is clearly visible wherever it appears

• observe the exclusion zone around the logo by ensuring that no text or other bold visual elements appear within it

• use a dark coloured logo on light backgrounds (c, d, e)

• reverse the logo out of dark coloured backgrounds (b, f, g)

• ensure the tonal values of a textured background are dark enough for the logo to appear clearly when reversed out (f)

b

1.6

The logo

c

d

e

f

King’s College Londona

Graduate funding

www.kcl.ac.uk/gradfunding

g

1 | The basics

Guide to being a Personal Tutor2007-8

London Air Quality NetworkReport 132005-6

Air quality in London

StudyAbroad

Date Friday 5 October 2007 Location Great Hall, Strand CampusStart 14.00For further information please contact the International Team at [email protected]

Come and explore the opportunities for studying abroad in Europe, North America and the rest of the world!

14.00 - 15.00 and

15.00 - 16.00

Programme of talks• Studying abroad –

how it works

• Studying abroad in European institutions

• Studying abroad in non-European institutions

Student funding entry 2008 | International graduates

My money

Guide to living in King’s residencesInformation & Regulations

Entry for 2007-8 Academic Sessionwww.kcl.ac.uk/accomm

1.7

Bad practice• do not tilt the logo (a)• do not stretch the logo (b)• do not place a shadow behind the logo (c)• do not apply filters to the logo using image editing software

(d)• do not fill the logo with patterns using image editing

software (e)• do not attempt to create the logo yourself using a typeface

available on your computer (f); always use approved logos from the Corporate Design Unit

• do not use outdated versions of the logo (g); if in doubt, please contact the Corporate Design Unit

• do not use a logo dragged off the web (h); these are low resolution and are suitable only for screen, not quality print reproduction

a

b

c

e

d

f

g

h

The logo

1 | The basics

1.8

The logo

Position on documentsThe logo is always positioned at the top right hand corner of standard documents. It appears at proportionately different sizes depending on the document format:

• A4 document (210mm wide x 297mm high): 40mm wide logo: exclusion zone 10mm

• A5 document (148.5mm wide x 210mm high): 30mm wide logo: exclusion zone 7.5mm

• DL document (99mm wide x 210mm high): 25mm wide logo: exclusion zone 5mm

At other non-standard document sizes measurement ‘x’ should be calculated (see page 1.3).

CONCISE GUIDE TO LOGO SIzE & POSITION

DoCUMEnTS

document document logo exclusion logoformat size width zone position

A0 841 x 1189mm 160mm 40mm 40mm from top and right edges

A1 594 x 841mm 110mm 30mm 30mm from top and right edges of front page




A5 148 x 210mm 30mm 7.5mm 7.5mm from top and right edges of front page


DL 99 x 210mm 25mm 5mm 5mm from top and right edges of front page

ADVERTiSEMEnTS

upto70mmwide 20mm 4mm 4mm fromrightandbottomedgesofadvertarea

between70and100mmwide 25mm 5mm 5mm fromrightandbottomedgesofadvertarea

between100and200mmwide 30mm 7.5mm 7.5mm fromrightandbottomedgesofadvertarea

between200and300mmwide 35mm 10mm 10mm fromrightandbottomedgesofadvertarea

A4

DL

A5

Document title inKing’s Caslon Displaywith subheading

Centre or Institute

Document title in King’s Caslon Displaywith subheading

Centre or Institute

Document title in King’s Caslon Displaywith subheading

Centre or Institute

1 | The basics

Partner publicationsIn all cases the College logo must sit in its exclusion zone with no other text or bold visual elements appearing within it (see page 1.3).

For partner publications, the corporate identity guidelines of the organisation producing the document should be followed.Equal partnership If a document is being produced in equal partnership with another organisation then the two logos should be placed such that they have visually equal weight (see example a).Secondary positionIf the College logo is being used to endorse another organisation’s material, it is important to consult the design guidelines of that organisation whilst still adhering to the exclusion zone instructions on page 1.3 (see example b). Minimum sizeTo ensure good reproduction the minimum size for the King’s logo is a width of 20mm.

Please consult the Corporate Design Unit to assist with decisions relating to use of the logo in partner publications.

a

ApublicationproducedbyKing’sfeaturingtheworkofKing’sandanotherorganisation in equal partnership.Thetwologosarevisuallyofequalweight.

1.9

Research Ethics Committees

The logo

1 | The basics

b

ApublicationproducedbyanotherorganisationfeaturingtheworkofKing’sascontributor.Thelogosare placed according to the corporateidentityoftheother organisation.

Centres, Institutes and departments that are part of King’s College London are not entitled to their own logo and identity.

Centres and Institutes that are based at King’s College London but are not part of the College should use their own logo and corporate identity. Their location may be indicated by use of the phrase ‘based at King’s College London’.

Pan-collegiate centres such as the Graduate School are not entitled to a stand-alone logo. They are however entitled to use treatments of their title (see sample advertisement and credit card sized information leaflet below) which act in conjunction with the King’s corporate identity. These exceptions can only be agreed with the Director of Communications and the Principal or Vice Principals and must be either designed by or in collaboration with Corporate Design.

1.10

Sub-branding

Sub-branding without secondary logosAlthough logos subsidiary to the King’s brand are not allowed, it is acceptable to use imagery and colour to project a unifiying theme (see page 1.15 on sourcing imagery).

The study ofageingand later lifeat the Institute of Gerontology

MSc GerontologyPostgraduate Diploma Gerontologyfull-time, part-time

To show a publication’s origin, Centres, Institutes, Schools and College departments may as standard have their name typeset in King’s Bureau Grotesk 37 upper and lower case and placed at the top left of a document’s cover. The name should be stacked into a block not normally exceeding the height of the King’s logo.A4 document• align top of text 10mm from top of page• align left edge of text with margin 20mm from left edge of

page• set text in King’s Bureau Grotesk 37 18/20pt, 5mm space

after; additional text may be set at 13ptA5 document• align top of text 7.5mm from top of page• align left edge of text with margin 15mm from left edge of


after; additional text may be set at 11ptDL document• align top of text 5mm from top of page• align left edge of text with margin 10mm from left edge of


after; additional text may be set at 9pt

1 | The basics

The College has an exceptional reputation for teaching and pioneering research with 24 subject areas awarded the highest rating of 5 or 5* for research quality in the last Research Assessment Exercise.

Postgraduate study is at the heart of the College and King’s is increasingly sensitive to the unique needs of our postgraduate community – which is why we established the Graduate School in September 2005.

• increased funding opportunities with the generation of 25 new studentships across our nine Schools

• unrivalled support in your studies • exceptionally wide range of taught

programmes and extensive research opportunities

• a sense of community across our nine Schools

• a graduate skills development programme designed to equip you with vital skills needed for your chosen career.

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1 | The basics

1.11

Sub-branding example

FAQs If we’re not allowed our own logo, how can we look distinctive?Use illustration, photography and colour to project your own look using the King’s branding as a framework.

Do we have to use the King’s logo?Yes. King’s material must be be branded with the logo and must use the corporate fonts.

How does it work in practice?Instead of seeing an individual logo as the only possible solution, think in terms of creating specific items such as posters and leaflets to publicise particular events/aspects of your project/area. These items will carry your chosen colour/imagery as illustrative elements.

Non-negotiable branding basics• the King’s logo must always appear at the right size and in

the right position on any item • the King’s corporate fonts must always be used• a font selected from the King’s Caslon font family must be

used prominently on all externally facing College items• any illustrative material must support the primary King’s

branding rather than dominating and weakening it

WebYou must keep to the standard design of the King’s website.Your chosen imagery can be added to your web pages in the usual image boxes, or used as an element in your web banner.

StationeryAny imagery or colour you may have chosen to make you distinctive within the King’s brand may not be used on King’s branded stationery, which must always conform exactly to College guidelines. No variation is allowed in fonts, colours and layout on branded stationery, which must be ordered from the College’s preferred supplier.

Example Choose an appropriate image.

Applytheimagetoadocument.Addthenameofyourareatothedocumentinthetoplefthandcornerintheapprovedway(seepage1.10).EnsurethattheKing’slogoiscorrectlysizedandplaced(seepage1.8).EnsurethatonlyKing’scorporatefontsareused(seepage1.16).Havethedocumentprintedinfullcolourongoodqualitypaper.

Have the document photocopied oneconomicalphotocopypaperofthesamecolourasyourkeyimage.

Usethesameimageonyourwebpages.

InstitutionalPlanningInitiative

Making a start


Makingprogress


Making a start

Institutional Planning Initiative

1.12

The Graduate School sub-branding introduces a styled strip to the bottom edge of King’s branded publications and to the top edge of King’s advertisements.

It is to be applied to Graduate School materials in addition to standard King’s branding.

DetailColour: The Graduate School colour is Pantone 2623 purple (or cmyk 75, 100, 5, 28). Where use of the purple is not possible black should be substituted.Subsidiarycolour:Pantone 7536 stone (cmyk 11, 13 30, 32)Device: The words ‘Graduate School’ are set in King’s Caslon, and this device is available in artwork form from the Corporate Design Unit. This sub-branding is in addition to King’s corporate branding. The King’s logo is to appear in the usual place at the usual sizes in all cases on publications.

Pantone 2623 (cmyk 75, 100, 5, 28)

Pantone 7536 (cmyk 11, 13, 30, 32)

A4 documentLogo size: 40mm wideLogo position: 10mm from top and right hand edges of pageLogo colour: can be any suitable colourBar size, location and colour: 25mm high bar placed at bottom of page, 272mm down, coloured 100% Graduate School purple Pantone 2623 (or cmyk 75, 100, 5, 28). This can be carried over, with the rule, onto a back cover.Rule size, location and colour: 2mm high rule placed 270mm down, 50% Graduate School purple or 100% another suitable colour. This can be carried over, with the bar, onto a back cover.Graduate School device: 30.5mm wide, 5.4mm from left edge of page, 275mm from top edge of page. Artwork available from Corporate Design Unit. King’s Caslon ampersand: 134.5pt, coloured 75% Graduate School purple. Position to match sample.

Graduate School sub-branding

1 | The basics

Introducing the Graduate School

Graduate School &

www.kcl.ac.uk/graduate

1.13


1 | The basics

&

DL documentLogo size: 25mm wideLogo position: 5mm from top and right hand edges of pageLogo colour: can be any suitable colourBar size, location and colour: 15mm high bar placed at bottom of page, 195mm down coloured 100% Graduate School purple Pantone 2623 (or cmyk 75, 100, 5, 28). This can be carried over, with the rule, onto a back cover.Rule size, location and colour: 1mm high rule placed 194mm down, 50% Graduate School purple or 100% another suitable colour. This can be carried over, with the bar, onto a back cover.Graduate School device: 18mm wide, 3.5mm from left edge of page, 197mm from top edge of page. Artwork available from Corporate Design Unit. King’s Caslon ampersand: 79pt, coloured 75% Graduate School purple. Position to match sample.

Graduate Open Days

&

Discover more about graduate study at King’sSchools of Humanities, Law, Physical Sciences & Engineering, Social Science & Public PolicyStrand CampusWednesday 8 November 200616.30-19.00

Schools of Biomedical & Health Sciences, Medicine and the Dental InstituteGuy’s CampusThursday 7 December 200616.30-19.00

Institute of PsychiatryKing’s Denmark Hill CampusWednesday 17 January 200716.30-19.00

Department of MathematicsStrand CampusFriday 16 February 200710.45-17.00

Department of Education & Professional StudiesResearch programmesWaterloo CampusMonday 19 February 200716.30-19.00PGCEWaterloo Campus Monday 26 February 200716.30-19.00

Florence Nightingale School of Nursing & MidwiferyWaterloo CampusWednesday 14 March 200715.00-18.00

To find out more or book your place please visit www.kcl.ac.uk/gradopenday

A5 documentLogo size: 30mm wideLogo position: 7.5mm from top and right hand edges of pageLogo colour: can be any suitable colourBar size, location and colour: 18mm high bar placed at bottom of page, 192mm down coloured 100% Graduate School purple Pantone 2623 (or cmyk 75, 100, 5, 28)Rule size, location and colour: 1.5mm high rule placed 190.5mm down, 50% Graduate School purple or 100% another suitable colourGraduate School device: 21.7mm wide, 4.2mm from left edge of page, 194.4mm from top edge of page. Artwork available from Corporate Design Unit. King’s Caslon ampersand: 95pt, coloured 75% Graduate School purple. Position to match sample.

&

Advertisement 70-100mm wide (colour)Logo size: 25mm wideLogo position: 5mm from right and bottom edges of advertisement Logo colour: black only (if printed on newsprint), Graduate School purple Pantone 2623 purple (or cmyk 75, 100, 5, 28) if printed to magazine quality Bar size, location and colour: 100% Pantone 2623 purple bar 15mm high at top edgeRule size, location and colour: 50% Pantone 2623 purple bar 1mm high, 15mm from top edge of advertGraduate School device: 18.11mm wide, 3.5mm across from left edge of advert, 5mm down from top edge of advertKing’s Caslon ampersand: 79pt, 75% Pantone 2623 purple, 3.8mm from right hand edge of ad, 1.7mm from top edgeAdvert title: top of text 7.5mm below purple barMargins: 5mm margins left and right.

Advertisement 70-100mm wide (black and white)As above, but substitute black for all instances of Graduate School purple.

Advertisement 100-200mm wide (colour)Logo size: 30mm wide, Pantone 2623 purpleLogo position: 7.5mm from right and bottom edges of advertisement Logo colour: black only (if printed on newsprint), Graduate School purple Pantone 2623 purple (or cmyk 75, 100, 5, 28) if printed to magazine quality Bar size, location and colour: 100% Pantone 2623 purple bar 18mm high at top edgeRule size, location and colour: 50% Pantone 2623 purple bar 1.5mm high, 18mm from top edge of advertGraduate School device: 21.741mm wide, 4.232mm across from left edge of advert, 6.167mm down from top edgeKing’s Caslon ampersand: 95pt, 75% Pantone 2623 purple, 3.5mm from right hand edge of ad, 2.04mm from top edge of adAdvert title: top of text 7.5mm below purple barMargins: 7.5mm margins left and right

Advertisement 100-200mm wide (black and white)As above, but substitute black for all instances of Graduate School purple.

1.14

1 | The basics

A world-class research-led institution in the heart of London, King’s College London epitomises academic excellence. The College has an exceptional reputation for teaching and pioneering research with 24 subject areas awarded the highest rating of 5 or 5* for research quality in the last Research Assessment Exercise.

Postgraduate study is at the heart of the College and King’s is increasingly sensitive to the unique needs of our postgraduate community.

• increased funding opportunities with the generation of 25 newstudentships across our nine Schools

• unrivalled support in your studies• exceptionally wide range of taught programmes and extensive

research opportunities• a sense of community across our nine Schools• a graduate skills development programme

designed to equip you with vital skillsneeded for your chosen career.

&





research opportunities• a sense of community across our nine Schools• a graduate skills development programme

designed to equip you with vital skillsneeded for your chosen career.

&






research opportunities• a graduate skills development programme designed to equip you

with vital skills.

&

Institute of Psychiatry Graduate School advertisementsAdd the Institute of Psychiatry device as shown below, at the same width as the King’s logo and as close to it as the exclusion zone allows. Paired logo and device at various sizes are available from Corporate Design.

1.15

1 | The basics

Corporate coloursKing’s does not have a corporate colour. The stationery is always printed in the same two colours but this should not be interpreted as a corporate colour scheme that must be used in other circumstances. The logo may be printed in any single colour which suits a particular project.

There is no colour restriction on College publications with the exception of College stationery, which must always be printed in Pantone 032 red and black.

Colour printing glossaryOne colour printing a single ink colour is printed (black only if the document is being photocopied; any colour if it is being printed by other means). Two colour printing two different colours may be specified; this will often be black plus a colour to highlight headings, for instance.Four colour printing (cmyk) the four process colours of cyan, magenta, yellow and black combine to create full colour on the document.RGB (red, green, blue) images for the web use this colour model. Images for print must be converted to cmyk.

Image qualityImagery selected for use in College publications must be of a suitably high quality to represent the College and uphold its prestigious reputation. Imagery dragged from the web is NOT suitable for quality printed material. Similarly, out of focus, poorly composed or otherwise visually sub-standard or inappropriate images should not be used.

Resolution• Images supplied for use on printed promotional material

must have a resolution of 300dpi (dots per inch) at the physical size they are to be printed.

• If a digital camera is being used it should be set to the maximum resolution.

• Images downloaded from the web usually have a resolution of only 72dpi which is nOT SUITABLe for use on good quality printed promotional material.

• Images from the web which appear to be of suitable quality for print will typically be available at a much smaller physical size than anticipated once downsampled to the correct resolution.

• If you are supplying images for print purposes please bear the above guidelines in mind and if possible supply either high quality digital images at a resolution of 300dpi, transparencies or prints.

College imageryProfessional photography is commissioned on a regular basis by the Corporate Design Unit. The image library is available to staff for College publications, web use and promotional items. Please contact [email protected] for more information.

Sourcing imagerySome projects need imagery which is not part of the image library. In these instances the Unit can advise on sourcing appropriate images, either commissioning or buying photography or illustration.Rights-managed imagery a fee is charged for using an image calculated on the print run, how large the image is printed (full page, half page, quarter page) and its position in the document (cover, inside page). The fee must be re-negotiated if there is a reprint or different use of the same image. This is the most expensive and administratively time-consuming way to buy imagery but gives access to the highest quality images.Royalty-free imagery a flat fee is charged for buying an image and this allows its unlimited use. Images are often available in a range of sizes, with the largest size being the most expensive. There are many royalty-free CDs available covering a range of subject areas; these may have between 50 and 200 images on them, a few of which will normally be of higher quality and the rest more pedestrian. It can often be as economical to buy a whole CD as it would be to buy 2 or 3 separate images.

CopyrightMost imagery for use in a publication or on a website requires either the owner’s permission or the payment of a fee. The utmost care must be taken to check the position regarding copyright before publishing.

Colour & imagery

All College fonts are available from the Corporate Design Unit, [email protected]

Caslon 540The King’s corporate identity was created by Pentagram Design in 1992. Our logotype is a graceful and timeless arrangement of Caslon 540 roman capital letters with upper and lower case italics. Caslon is our primary font for text and titling and features a particularly beautiful ampersand (&). This ampersand is a prominent feature of the King’s corporate identity and is often used for decorative purposes.

Caslon was designed by the first great english type-founder, William Caslon, towards the middle of the eighteenth century in the City of London, Chiswell Street eC1. By the time that King’s was established in 1829 this famous and popular typeface was in common use by the British government and colonial administrations. It was used to typeset the first printed edition of the American Declaration of Independence.

King’s Caslon is a family of two display styles (regular & italic) and four text styles (regular, italic, bold & bold italic). The expanded character sets include true small caps, matching numerals 1829, old style numerals 1829, currency symbols £€$¢, punctuation?!;•… & additional ligatures ffi fli fb fj ffh,

thus facilitating varied & balanced typography of thehighest quality.

Typefaces

1.16

King’s CaslonIn 2007 London font studio Dalton Maag were commissioned to create a new Caslon family for King’s to meet our need for a robust text face which would be fully functional at smaller sizes, an elegant display font for larger sizes and a related bold weight. The creation of a comprehensive set of six new Caslon styles is creatively liberating and completes the overhaul of the identity ‘toolkit’ which began in 2005 when Dalton Maag redrew, rebalanced and enhanced the King’s logo, creating a visually stronger and more confident expression of the King’s brand.

UseA font selected from the King’s Caslon font family must be used prominently on all externally facing College items. King’s Caslon should always be used as the principal font for titles and continuous text, and should be set ranged left, unhyphenated and in upper and lower case.

1 | The basics

King’s Caslon Display regular King’s Caslon Display italic

King’s Caslon Text regularKing’s Caslon Text italic

King’s Caslon Bold regularKing’s Caslon Bold italic

use at 13 points and larger use at 13 points and larger

use at 12 points and smalleruse at 12 points and smaller

use at 12 points and smalleruse at 12 points and smaller

•

•

•

1.17

1 | The basics

King’s Bureau GroteskThe supporting typefaces are King’s Bureau Grotesk 37 and King’s Bureau Grotesk 51, two complementary weights and their italics from the classic Stephenson Blake range of grotesque fonts.

In an interesting quirk of continuity, William Caslon IV sold the Chiswell Street business to Sheffield typefounders Stephenson Blake and Co in 1819.

King’s Bureau Grotesk 37 regularABCDEFGHIJKLMNOPQRSTUVWXYzabcdefghijklmnopqrstuvwxyz [‘{“?.,;:!”}’]1234567890£&

King’s Bureau Grotesk 37 italicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz [‘{“?.,;:!”}’]1234567890£&

King’s Bureau Grotesk 51 regularABCDEFGHiJLMnoPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz[‘{“?.,;:!)”}’]1234567890£&

King’s Bureau Grotesk 51 italicABCDEFGHIJLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz [‘{“?.,;:!)”}’]1234567890£&

Typefaces

UseThe two King’s Bureau Grotesk weights are typically used to strike a balance with the predominant King’s Caslon font and are not generally used for large amounts of continuous text.

King’s Bureau Grotesk 37 is primarily used for headings. It may also be used for text emphasis, such as for introductory paragraphs.

Please see sample hierarchy example overleaf.

• a font selected from the King’s Caslon font family must be used prominently on all externally facing College items

• College fonts only are to be used• this suggested hierarchy has been devised to line up on a

12 point grid • larger font sizes may be used when designing for the

visually impaired• clarity and legibility are the aim when laying out

documents; where possible, organise the information per page and assign a clear type hierarchy to the data

• King’s Caslon should always be used as the principal font for continuous text

• continuous text should be unjustified, ranged left, unhyphenated and in upper and lower case

• headings may be differentiated by colour or tints of colour, for example:

Heading 2 KBG 37

(coloured60%black)

Heading 2 Caslon

(additionof.5ptrulebelow,offset2mm)

Type specificationAll the following typestyles are ranged left, aligned to the baseline grid, unhyphenated and unjustified.

Heading 1King’sCaslonDisplayregular24/24pt,spacebefore24pt,spaceafter12pt,keepwithnext2linesHeading 2 CaslonKing’sCaslonTextregular12/12pt,spacebefore12pt,baselineshift2pt,keepwithnext2linesHeading 2 Caslon no space beforeKing’sCaslonTextregular12/12pt,baselineshift2pt,keepwithnext 2 linesHeading 2 KBG 37King’sBureauGrotesk37regular11.5/12pt,spacebefore12pt,baselineshift2pt,keepwithnext2linesHeading 2 KBG 37 no space beforeKing’sBureauGrotesk37regular11.5/12pt,baselineshift2pt,keepwithnext2linesHeading 3 Caslon italicKing’sCaslonTextitalic11/12pt,spacebefore12pt,baselineshift1pt,keepwithnext2linesHeading 3 Caslon italic no space beforeKing’sCaslonTextitalic11/12pt,baselineshift1pt,keepwithnext2 linesSubhead 1 KBG 37King’sBureauGrotesk37regular8.5/12pt,keepwithnextlineSubhead 2 Caslon small capsKing’sCaslonTextregular10/12pt,keepwithnextlineSubhead 3 Caslon italicKing’sCaslonTextitalic10/12pt,keepwithnextline

Text Caslon + drop capKing’sCaslonTextregular9.5/12pt,dropcapover3linesand1character;reformatdropcaptoKing’sCaslonDisplayregularText Caslon bulletsKing’sCaslonTextregular9.5/12pt,paragraphindent3mm,firstlineindent-3mmText Caslon first paraKing’sCaslonTextroman9.5/12ptText Caslon second paraKing’sCaslonTextregular9.5/12pt,firstlineindent3mmText KBG 51 bulletsKing’sBureauGrotesk51regular8.5/12pt,paragraphindent3mm,firstlineindent3mmText KBG 51 first paraKing’sBureauGrotesk51regular8.5/12ptText KBG 51 second paraKing’sBureauGrotesk51regular8.5/12pt,firstlineindent3mm

Running headKing’s Caslon Text regular 12pt

Typographical hierarchy

1.18

1 | The basics

1 | The basics

1.19

Heading 1

Text Caslon with drop cap, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space between

paragraphs, the following paragraph to be indented. Text Caslon second paragraph, first line indented by

3mm. Set in upper and lower case, ranged left, neither hyphenated nor justified.• for bullet points use a left indent of 3mm and a first line

indent of -3mm to give a neat hanging indent• the bullet point is accessed on the keyboard by holding

down the alt key and pressing 8

Heading 2 KBG 37Text Caslon first paragraph, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space between paragraphs.

Heading 2 CaslonText Caslon first paragraph, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space between paragraphs.

Heading 3 Caslon italicText Caslon first paragraph, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space between paragraphs.

Text Caslon second paragraph, first line indented by 3mm. Set in upper and lower case, ranged left, neither hyphenated nor justified.Subhead 1 KBG 37TextKBG51firstparagraph.Setinupperandlowercase,rangedleft,neitherhypenatednorjustified.AsthisfontisnarrowerthanKing’sCaslonitismoreeconomicalonspacewhichisusefulwhenthereisaquantityofinformationwhichneedstofitinasmallarea.Nolinespacebetweenparagraphs.

TextKBG51secondparagraph,firstlineindentedby3mm.Setinupperandlowercase,rangedleft,neitherhypenatednorjustified.• forbulletpointsusealeftindentof3mmandafirstlineindentof

-3mmtogiveaneathangingindent• thebulletpointisaccessedonthekeyboardbyholdingdownthe

altkeyandpressing8Subhead 2 Caslon small capsTextKBG51firstparagraph,notindented.Setinupperandlowercase,rangedleft,neitherhyphenatednorjustified.Nolinespacebetweenparagraphs.Subhead 3 Caslon italicTextKBG51firstparagraph,notindented.Setinupperandlowercase,rangedleft,neitherhyphenatednorjustified.Nolinespacebetweenparagraphs.

Heading 1

Text Caslon with drop cap set in King’s Bureau Grotesk, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space

between paragraphs, the following paragraph to be indented. Text Caslon second paragraph, first line indented by

3mm. Set in upper and lower case, ranged left, neither hyphenated nor justified.

Heading 1Heading 2 KBG 37 no space beforeText Caslon first paragraph, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space between paragraphs.

Heading 2 KBG 37Heading 3 King’s Caslon italic no space before Text Caslon first paragraph, not indented. Set in upper and lower case, ranged left, neither hyphenated nor justified. no line space between paragraphs.

Typographical hierarchy example

1 the basics 1

Documents