Post on 07-Apr-2016
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DESCRIPTIONBrand guidelines 2014
Banner format (secondary configuration)In instances where a landscape format is required, such as on website banner
ads, on banners at outdoor events, or as part of a masthead, the Banner
format below may be used. This should only be used when the space allowed
does not permit reasonable use of the primary configuration. Layouts should
be approved by the Marketing Department before proceeding. Master
artworks of this logo can be supplied by the Marketing Department on
request: [email protected]
Main logo (primary configuration)The symbol and logotype shown above is the master configuration which
should be used to represent the school whenever possible. The relative position,
proportions and colours should not be changed. Master artworks should be used
in all instances and elements should not be redrawn or emulated.
The exclusion area around the logo, illustrated above, is the minimum area which
should be kept clear of other graphic elements.
All uses of the logo should be approved by the Marketing Department prior to
production. Master artworks can be sourced from [email protected]
Exclusion zoneThe red box above delineates the
minimum area around the logo
which should remain free of other
type or graphic elements. Relative
measurements are given as units of C,
which is the cap height of the K and E
at the intended size.
IB logoWhenever possible, all outward
facing material should carry the
International Baccalaureate logo.
When used in close proximity to
the main logo, the diameter of the
IB symbol should not exceed the
cap height of the King Edwards
C = cap height of K and E
C = cap height of KE
Solid line, for use when colour and half tone are not available.
CMYK or RGB colour mode. Use the white type version against dark backgrounds (either gold as shown here, or blue).
Principal coloursIn order to project the distinctive red
cross in the shield, the supporting
colours are based around blue and
yellow, the other two primary colours
in the reflective colour spectrum.
The yellow colour is towards gold in
nature (see specification below).
Where possible, some gradation
should be used on the colours to
add life and depth. This picks up on
the subtle three dimensional effect
used on the master shield artwork.
Examples right show the degree of
light shade and colour change.
White space is also an important
element of the design style, allowing
the design to breathe, and giving
designs a sense of luxury.
Yellow cmyk rgb
light 0-14-88-15 223-187-49
dark 0-14-88 45 158-134-31
Blue cmyk rgb
light 100-0-0-0 0-174-239
dark 100-60-0-25 0-80-143
Suggested colour palette, see over.
Bembo is a sharp, cleanly cut classic,
humanist serif font which was recut in
the 1920s but originates way back in
1495. Its small x height and tooled
curves display elegance and gravitas.
Bembo should be used primarily for
headlines and titles, but can also fulfil
more formal roles as a text font.
A cream/stone colour can be also be used to add softness and warmth to offset
the starkness of the other colours.
Colour: cmyk 0-6-10-0 or PMS 155 at 50% tint.
Overlaying type in lower case. cmyk 18-25-60-0.
Frutiger was designed in 1975.
It is clean cut and robust offering
high legibility, and complements the
formality of Bembo. It is available in
several weights but we recommend
using light for text, or roman if
reversing out of a colour. It should also
be used for small type and captions.
When using frutiger as text, a
minimum of 30% leading is
recommended (eg. 9pt on 12pt
leading), this text, for example, is
8.5 on 14pt. Subheadings can be in
Frutiger if understated; when more
prominent, use Bembo and at a
(digital, email and letter default)
All outward-facing material should
be produced using Bembo and
Frutiger, with designs approved by
the marketing department.
In instances where these fonts
cannot be used, such as in certain
digital communications, emails and
official letters, Calibri should be
Typefaces Please use the typefaces below for all King Edwards material.
When using the logo against a
photographic background please
ensure unquestionable legibility.
There are four ways this may be
a) use a part of the photo which is
clear and simple with little variation
in tone or colour and provides good
contrast to the logo colour and tone.
b) lighten or darken the area of the
photograph behind the logo
c) blur the area of the photo behind
the logo to remove distracting sharp
edges and reduce tonal variation
d) place a translucent box over the
photo or part of the photo for the
logo to sit on, this box can then be
blurred/gradiated at the edges to a
avoid a hard edge, if preferred.
HelpIf you feel unsure about any aspects of the identity, please contact the marketing
department for advice ([email protected]), or to request samples of recently
produced work for reference.
Curves in the right places
The curves which make up the shield
device are followed through in the
capital K in the Bembo typeface, as
well as the rounded nature of Frutiger.
Curves are relaxed, calm and caring
and form an important part of the
King Edwards identity. They soften
the appearance of the school and
bring movement and form
to supporting elements.
In order to further express this
approach, curves can also be used
in conjunction with the cream/stone
colour as shown on this background.
Depth and layering
As established in the shield device,
an effect of three dimensions should
be carried through designs to create
a sense of space. Overlapping,
translucency, drop shadows and scale
will help this.
K Dowie June 2014
The colours shown right are the
supporting colours for the identity.
They can be used for tasks such as
colour coding, but should not be used
to excess. Colours not included in the
King Edwards palette must only be
used where the King Edwards colours
are not appropriate.
Avoid using too many colours at once,
and too many tints.
Different media render colours differently, so
consistency across varying media platforms is
difficult. Please use the following information
to maximise consistency.
cmyk - for printed output, either professionally
or at office level.
rgb - for online, web and screen use, such as
powerpoint, video etc.
Drop shadow and inner shadow respectively, again creating a 3D effect
Relative size, gradation, overlapping and translucency creating an illusion of layering and 3D space.
30% 70% 100% 30% 70% 100%
30% 70% 100% 30% 70% 100%30% 70% 00%
do not tint