backwell school radio: brand guidelines
DESCRIPTION
A guide to our brand and visual identity.TRANSCRIPT
BRAND GUIDELINES A guide to our brand and visual identity
First Edition, December 2014.
BRAND GUIDELINES - LOGOTYPE
2
LOGOTYPE
OUR LOGO
The Backwell School Radio logo is the cornerstone of our
identity. It is our signature: the mark that signals the
station’s ownership of a service or message.
It needs to be used consistently and correctly.
The following pages explain more about using our logo.
Please take time to understand how it is applied so it will
always appear consistent across all media and
communications.
It must always be reproduced from the master artwork.
Different artworks have been created for different
applications; these can be obtained by contacting the
station manager or the person responsible for you.
BRAND GUIDELINES - LOGOTYPE
3
USAGE
This is our primary logo.
This is also the preferred version: Radio Orange and Grey on a white (see figure 1a) or Radio Mercury (see figure 1b)
background.
The logo must always be two colours only. Generally this will be in Radio Orange and Grey. These have to be the 100%
colours and not a shade.
Fig. 1a Fig. 1b
BRAND GUIDELINES - LOGOTYPE
4
MINUMUM SIZE
The logotype should never be too small to read.
We’ve set a minimum size of 15 mm.
EXCLUSION ZONE
We’ve defined an exclusion zone that prevents other graphic elements
interfering with the Backwell School Radio logo. The minimum exclusion zone is
defined by the height of the ‘W’ character. There are no exceptions to this rule.
BRAND GUIDELINES - LOGOTYPE
5
EXCEPTIONAL LOGO
There is an alternative logo (see figure 1) for
exceptional circumstances; where the standard
logo would not appropriately fit.
It has been designed for uses such as the title of a
webpage. The standard square logo would obviously
not work in such an environment. This should be used
sparingly and as a last resort only.
POSITIONING
Wherever possible, position the logo in the top right hand or bottom left hand corner
of documents (see figures 2a and 2b). This may not always be possible; please
take care to create well balanced and considered
compositions.
Always follow the exclusion zone rule when positioning
the station logo around the edges of a page or when
you are combining it with other graphic elements.
Fig. 2a
Fig. 2b
Fig. 1
BRAND GUIDELINES - LOGOTYPE
6
COLOURS
Although our logo
will generally be a
solid colour on a
white background,
we have created a
negative version of
both logo’s
(inverted) for when
this is not possible.
BRAND GUIDELINES - LOGOTYPE
7
SPONSORSHIP
On occasion, station projects will be sponsored or produced in
partnership. It is important to remember that it is first and foremost
station material and our logo must always be more prominent, as in
the example opposite.
Understandably it is important to adhere to the sponsor’s guidelines;
however, it should not overshadow our brand.
If there are several organisations contributing to a publication or flyer
we recommend the sponsorship logos appear on the back cover. Too
many logos can make the cover look busy and may distract the
reader from the title.
Left
An example of how to use a supporting logo.
BRAND GUIDELINES - LOGOTYPE
8
DON’TS
To help we’ve highlighted some things that should never be done to our logo.
1. Do not use the old
‘project’ logo.
2. Do not recreate the
logo in other colours.
3. Do not use the
inverted logo on a
light background.
4. Do not use the
standard logo on a dark
background.
5. Do not stretch the
logo.
6. Do not rotate the
logo.
7. Do not place
another logo within
the exclusion zone.
4. Do not place a graphic
element within the
exclusion zone
BRAND GUIDELINES - COLOUR
9
COLOUR
There is one core station colour for our communications and a palette of four secondary colours. Colours should always
be used at 100% and not as tints.
PRIMARY COLOUR SECONDARY COLOURS
C 0 C 0 C 0 C 100 C 70
M 61 M 0 M 0 M 39 M 50
Y 100 Y 0 Y 0 Y 0 Y 30
K 0 K 91 K 9 K 0 K 100
R 255 R 24 R 231 R 0 R 0
G 100 G 24 G 231 G 155 G 0
B 0 B 24 B 231 B 255 B 0
H 24 H 0 H 0 H 204 H 0
S 100 S 0 S 0 S 100 S 0
V 100 V 9 V 91 V 100 V 0
Ra
dio
Ora
ng
e
#FF6400
Ra
dio
Gre
y
#18181
8
Ra
dio
Me
rcu
ry
#E7E7E7
Ra
dio
Blu
e
#009B
FF
Ra
dio
Bla
ck
#009B
FF
BRAND GUIDELINES - COLOUR
10
USAGE
There are generally two forms of literature. These are external facing (normally publicity and recruitment) and internal
facing for team members. The overall look and feel for all materials should be clean and have good use of white space
and typography throughout. Although there is no strict restriction of colour usage, please consider the preferred use of
our strong primary and secondary colour palette.
While external communication undoubtedly must use stricter guidelines to ensure a strong trustworthy brand is always
presented, internal communication is almost as important.
BRAND GUIDELINES - NOTES
11
TYPOGRAPHY
THE TYPEFACES
Typography is a crucial element of the visual identity. Using our brand typefaces consistently makes the station highly
recognisable, both within and outside the school. It pulls together all of our communications and makes them more
distinctive.
Century Gothic is the station’s primary typeface; it should be used for all titles and headings as well as, in most
circumstances, body text.
The station’s secondary typeface is Helevtica, this should be used when Century Gothic either isn’t available or seems
inappropriate to use. If you don’t have a copy of either family please use Arial.
For web body text please use Century Gothic.
CENTURY GOTHIC
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
HELVETICA
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789
BRAND GUIDELINES - NOTES
12
TITLES
Use Century Gothic UPPERCASE at a size of 4.16 x body text (eg. if body text is 12 then title should be in 50). There are no
specific tracking kerning or leading values. Please always refer to other projects to maintain consistency. Titles should
not usually have punctuation, however if necessary may be used.
SUB TITLES
Use Century Gothic UPPERCASE at a size of 2.5 x body text (eg. if body text is 12 then title should be in 30). As above
there are no specific requirements, but other projects should be referred to for consistency.
SECTION HEADER/ SUB-HEADERS
Use Century Gothic UPPERCASE at a size of 1.66 x body text for headers and 1.25 for sub-headers.
BODY
Always use upper/lowercase for body text; CAPS should only be used for titles, sub titles and section headers.
LAYOUTS
Layouts should be clean and simple. To achieve this you should avoid combining too many sizes of text. Layouts should
use simple grids. There are no set rules to allow the look and feel to develop but please always refer to other resources
to maintain consistency.
Do not clutter the layout with too many elements. Avoid combining too many sizes of text.
Do not use long, wide columns of text.
Please use other non-brand fonts sparingly. They should be sympathetic to the Century Gothic and Helvetica fonts.
BRAND GUIDELINES - NOTES
13
NOTES
COPYRIGHT AND LICENSING
This book and all of the content held within is copyright © Backwell School Radio, 2014.
Any commercial use of Backwell School Radio’s copyrights by a business or non-member of the station need to be
formally approved in writing by Backwell School Radio in advance of production. If this is the kind of permission you
require, please email [email protected]
Backwell School Radio is a division of Backwell School, registered company number 07545681.
INFORMATION
This is the first edition of this guide, December 2014.
It was written by Edward Callow, Station Manager.