design guidelines

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: marketing@kesw.org

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 marketing@kesw.org.

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 Edward’s

lettering.

C

C

C

C

C

CCalignment

C

C

C

C = cap height of K and E

C = cap height of KE

Exclusion zone

Exclusion zone

C

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).

E

Bembo regular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcedefghijklmnopqrstuvwxyz 1234567890

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 1920’s 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.

Frutiger light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890

Background colour

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

larger size.

Calibri

(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

employed.

Typefaces Please use the typefaces below for all King Edward’s material.

0-14-88-15

100-60-0-25

0-14-88 45

100-0-0-0

typography

KEW Gold

KEW Blue

Photographic backgrounds

When using the logo against a

photographic background please

ensure unquestionable legibility.

There are four ways this may be

achieved:

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 (marketing@kesw.org), 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 Edward’s 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

Support colours

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 Edward’s palette must only be

used where the King Edward’s colours

are not appropriate.

Avoid using too many colours at once,

and too many tints.

Colour modes

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.

cmyk 31-23-27-60

rgb 40-93-92

pms 418C

cmyk 12-100-7-0

rgb 241-203-0

cmyk 57-20-0-0

rgb 103-171-221

cmyk 53-14-41-2

rgb 130-172-94

cmyk 0-90-100-0

rgb 239-65-35

cmyk 19-24-47-0

rgb 212-184-123

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

a