f+m guidelines

FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES SEPTEMBER 2006

CONTENTS01 Introduction02 The logo04 Colours and pattern05 Typeface06 Stationery07 Title blocks08 Photography09 Cross hair graphic10 Design layout14 Website

This document gives the basic principles that should be followed, but if there are areas where guidance isnot given, or if you have any queries about using the new identity, please contact the marketing department.

INTRODUCTION FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

01

Feilden+Mawson has a new identity and visual style thathave been designed to help communicate our brand andour work in a clear, consistent and striking way.

This book shows how the new Feilden+Mawson logoshould and shouldn’t be used, provides information on thecolour palette and typeface, and gives guidance on ourphotographic style. Finally, it shows how all these thingscome together in some sample layouts. By following theseguidelines we can make sure that we are consistent in theway we communicate and present ourselves.

We have also developed three coordinates that incombination help to sum up what is special and differentabout Feilden+Mawson. These coordinates help to defineour brand. They also determine the look, feel and style ofany piece of communication we produce.

Our coordinates are: Rigour, Light and Substance. Rigour,light and Substance have all influenced and directed thenew identity and visual style presented in these guidelines.

RigourThis coordinate expresses thethorough nature of our work. It’sabout our careful analysis andclarity of thought. It also showsour commitment to a disciplinedapproach and excellent results.As a design coordinate Rigour is about paying attention to detailwith clear, precise imagery andtext.

LightThis coordinate is based on theinspiration at the heart of ourwork. It’s about finding new waysof doing things, understandingissues and developing creative - but practical - solutions for ourclients. As a design coordinateLight adds a sense of vitality,energy and freshness to ourcommunications.

SubstanceThis coordinate focuses on our work in its wider context. It celebrates our buildings in the real world and shows ourresponsibility to the environment,to our partners and to the peoplewho use our buildings. As adesign coordinate Substance is about depth, interaction andshowing the wider perspective. Itallows us to tell stories about ourwork and the people who made it happen.

The logoThis is the primary version of the logo for Feilden+Mawson.The logo comprises the uniqueFeilden+Mawson logotype. Thelogo has been specially drawnand should not be recreated or altered in any way. Always reproduce the logo from themaster artwork, which is availablefrom marketing.

Always place the logo as animage, not as text.

When typing Fielden+Mawson as text, do not leave any spacesbetween the + sign and the parts of the name. This helps tomaintain a connection betweenthe logo image and the name in text.

Colour matching in printThe logo should be printed in Feilden+Mawson orange(Pantone® 021C) and black.Where this is not possible it may be reproduced out of the 4-colour process.

Screen/Web coloursLogo versions created usingRGB colours must be used for screen based material, suchas desktop presentations (e.g. PowerPoint) and Web(Internet and Intranet).

Logo variantsWhenever possible the primaryversion of the logo should beapplied using Feilden+Mawsonorange. In circumstances wherethis is not practical a blackversion of the logo may be used.

THE LOGO FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

Feilden+Mawson white out logoFeilden+Mawson black logo

Feilden+Mawson white reversal logoFeilden+Mawson black/orange logo02

How the Feilden+Mawson logo exclusion area is determined

exclusion area

Minimum size

There is an exclusion areaaround the logo to make sure it appears prominently and doesnot become overcrowded byother visual elements. The clearspace around the logo is thewidth of the letter M in thelogotype. The logo should alwaysappear on the right hand side ofa layout. The only exception tothis rule is for a webpage, whereit should be placed on the lefthand side for reasons ofaccessibility. See page 11 for examples.

Minimum sizeDo not reproduce the logo belowthe minimum width of 40mm.

THE LOGO (CONTINUED) FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

< 40mm >

03

Pantone 375

Pantone process cyan

Pantone cool gray 4

Pantone process magenta

The Feilden+Mawson primarycolours comprise the logocolour – Feilden+Mawson orange(Pantone 021 or equivalentcolour match) andFeilden+Mawson white. APantone colour has not beenspecified for Feilden+Mawsonwhite as it takes the form of ahigh or brilliant white printingsubstrate. Good examples ofFeilden+Mawson white are Neptune Fenner for stationery.The Feilden+Mawson brand isessentially white with a balanceof up to 1 third orange to 2 thirdswhite. The white and blackprimary colours should alwaysappear as the dominant colours in applications and communicationsmaterial whenever practicallypossible.

Four further colours have been chosen to support theprimary colour palette. It isrecommended that they are only used as an accent colour for charts, headings, navigationetc. See page 8 onwards for examples.

The + sign in our logo can alsobe used as a graphic detail,called the cross hair pattern.Always use the supplied vectorfile at 100%.

Please note: Printers shouldbe instructed to maintain agood colour match to aPantone swatch, whether thePantone colour is used or its 4-colour process equivalent. The RGB and websafecolours specified here aregiven as a guide only. Whenreproducing the supportingcolours in any mediumplease refer to a Pantonespecifier.

PRIMARY COLOURS & SUPPORTING COLOURS AND PATTERN FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

Feilden+Mawson white

Pantone 021 C:00 M:60 Y:100 K:00 Hex FF6600

C:44 M:00 Y:80 K:00 Hex 66CC33

C:100 M:00 Y:00 K:00 Hex 7C7C7C

C:00 M:00 Y:00 K:24 Hex 999998

C:00 M:100 Y:00 K:00 Hex FF0099

Feilden+Mawson black

Feilden+Mawson orange

04

The Berthold Akzidenz Grotesktype family is recommended forall types of communication withthe new Feilden+Mawson logo.There are three main weights,Regular, Medium and Bold ofwhich Regular has anaccompanying italic set. It isrecommended that Arial be usedfor typing letters, faxes, memosand press releases. Arial mayalso be used as a substitutetypeface for online applications,where it is not possible to useAkzidenz Grotesk as a body copyfont. All European characters areavailable in Akzidenz Groteskapart from the € sign, please useArial instead for this character.

NB: Only use italic when makingan emphasis in body text andnever for main headings.

TYPEFACE FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

Berthold Akzidenz Grotesk

ArialSystem font(in-house documents such as, word and powerpoint)

Weights

abcdefghijklmnop

ABCDEFGHIJKLMNOP

1234567890

’{@£(?)

Light

Regular

Bold

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05

Letterhead/compliment slipThe recommended stock for theletterhead and compliment slip is Neptune Fenner (120 g/m2)or paper manufactured to thesame specification.

Business cardIllustrated here is an example of a printed business card, format 85mm x 55mm. Therecommended stock for business cards is NeptuneFenner 300g/m2.

NB. Reverse of cardprinted in Feilden+Mawson black

Examples shown 40% actual size. All measurements in millimetres

STATIONERY FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

1 Ferry Road Norwich Norfolk NR1 1SU T 01603 629571 F 01603 633569

[email protected] www.feildenandmawson.com

Feilden + Mawson LLP Reg. No. OC300486Reg. Office 1 Ferry Road Norwich Norfolk NR1 1SU

Persons name

Address line one

Address line 2

Address line 3

Address line 4

Address line 5

Date

Dear Name

RE: New Visual identity

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tincidunt ut ullamcorper suscipit lobortis nisl ex ea commodo consequat.

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facilisis at vero eros et accumsan et iusto odio dignissim. Lorem ipsum dolor sit amet,

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facilisis at vero eros et accumsan et iusto odio dignissim. Lorem ipsum dolor sit amet vel

et accumsan et iusto odio dignissim.

Yours sincerely

John Smith

London Prague Norwich Cambridge

1 Ferry Road Norwich Norfolk NR1 1SU T 01603 629571 F 01603 633569

[email protected] www.feildenandmawson.com


1 Ferry Road Norwich Norfolk NR1 1SU T 01603 629571 F 01603 633569 [email protected] www.feildenandmawson.com


Persons Name QualificationsPosition held

06

Here is an example to illustratehow to apply the standard titleblock.

STANDARD TITLE BLOCKS

07

STAGE

clientno. date revision & issue

job

status

Copyright Feilden+Mawson LLP

F+M

scaledrawing drawn date

scale drawn date

job no. dwg no. rev no.

The Stamp Office Somerset House Strand WC2R 1LAT 020 7845 5830 F 020 7845 5831 [email protected]

The Stamp Office Somerset House Strand WC2R 1LAT 020 7845 5830 F 020 7845 5831 [email protected]

Copyright Feilden+Mawson LLP

client

job

drawing

status

STAGE

0000 F+M

scale drawn date

scale drawn date

job no. dwg no. rev no.

RecordingThese photographs are a statement of fact, taken from afar. They present a clean, clear image of abuilding or room. This style of photography provides a simple document of the work.

There are three styles of Fielden+Mawson photography. They record the work, celebrate it and bring it to life. Used together, in equal balance, they provide an opportunity to fullyshowcase Fielden+Mawson projects.

CelebrationalCelebrational photography is more intriguing. It focuses on a detail, an angle, or a different perspective. It plays with light and texture, creating a dynamic set of imaginative images.

ContextualThis style of photography places the work in its widercontext. It shows how buildings are used in the realworld and features people interacting with thearchitecture. Contextual photography also provides an opportunity to present the architects and teamsinvolved behind the scenes.

PHOTOGRAPHY FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

08

Here are some examples toillustrate how to apply the crosshair graphic. Using colour andimagery the cross hair can helpnavigation or tell stories.

Never use the cross hair tool in black for these applications.Always use one of the foursecondary accent colours.

The minimum line weight of the cross hair is 1pt and themaximum weight is 8pt. Theweight of line should beproportionate to the size of the graphic, as these examplesillustrate.

CROSS HAIR GRAPHIC FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

The project titlesome descriptive text




09

LAYOUT GRID FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

CLIENT Somerset House Trusting

LOCATION Strand, London

PROJECT Conservation advice, projects and repairs to the fabric of this Grade 1 listed building

Feilden+Mawson act as Surveyor to the Fabric for this most important building which was the final and most significant work of William Chambers. Work has included the preparation of a conserva-tion plan, a disaster contingency plan, procuring roof renewal and stone cleaning of the East and West wings, repairs to the heavy masonry vaulted bridge structures, condition surveys, sculpture survey, procuring facilities management and maintenance services, and advice on the mplications of various refurbishment programmes. Amongst projects is the Learning Centre, created from disused spaces in the basement of the South Building.

Somerset House

This is dummy text for visual purposes only. It could be a short case study on the architects and how they created and delivered the Somerset House project. This is dummy text for visual purposes only. It could be a short case study on the architects and how they created and delivered the Somerset House project.

A5

A4

A3

This grid has been developed to allow the designer a flexibleyet controlled structure to usewhen designing literature. Theexamples of the cross hairdemonstrate its flexibility andshow ways in which it can beused. The grid comprises manysquares which are used toposition text, and whereappropriate to align diagrammaticmaterial. The grid is used for both left and right hand pages.

The A4 photographic spreadexamples on this page illustratethe recommended ways inwhich the grid should be usedwith colour, type and photography.

Always position the logo on the right hand side, unless youare creating a webpage, where it should be placed on the left hand side (see page 2 for more information).

LayoutsAlways position the images first.Create the layout grid around theimages and use the cross hairpattern sparingly to add texture if required.

The overall spread should be neat blocks of images, patternand white space. Keep the layoutclean and the white spacecontained in one area, as a colourin its own right. Maintain abalance between the black paneland the white space on the page.

The black panel should be no more than a quarter of thespread. Never place the blackpanel directly beneath the logo.10

SAMPLE PAGES FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

GROSS FLOOR AREA620m2

LOCATION MRC Laboratory of Molecular Biology Addenbrookes Hospital, Cambridge

VALUE £2m

COMPLETION 2002

With a large number of biomedical scientists working at the MRC Laboratory ofMolecular Biologyon theAddenbrookes site, pressureon facilities for lectures, seminars, colloquia and workshops was acute. The project provided a newentranceand exhibition space for the laboratory complex, dedicated space for 2 newstate-of -the-art electron microscopes and 188-seat theatre. The theatre has an energy-efficient natural ventilation systemand is now the focus for LMB, providing an effective platform for its famous research presentations.Won the Client Award in the RIBA East ‘Spirit of Ingenuityí Architectur al Awards 2002

Perutz lecture theatre

This is dummy text for visualpurposes only. It could be a short case study on thearchitects and how they created and delivered the Somerset House project.

This is dummy text for visualpurposes only. It could be a short case study on thearchitects and how they created and delivered the Somerset House project.

CLIENT Somerset House Trusting

LOCATION Strand, London

PROJECT Conservation advice, projects and repairs to the fabric of this Grade 1 listed building

Feilden+Mawson act as Surveyor to the Fabric for this most important building which was the final and most significant work of William Chambers. Work has included the preparation of a conserva-tion plan, a disaster contingency plan, procuring roof renewal and stone cleaning of the East and West wings, repairs to the heavy masonry vaulted bridge structures, condition surveys, sculpture survey, procuring facilities management and maintenance services, and advice on the mplications of various refurbishment programmes. Amongst projects is the Learning Centre, created from disused spaces in the basement of the South Building.

Somerset House

Start-Rite Shoes Ltd commissioned Feilden+Mawson to design and manage the construction of their new warehouse and office complex on the outskirts of Norwich. The project was fast-track with the target date for occupation being just 12 months after the design commenced. The project was completed to a very high build quality, on time and within budget.

LOCATIONBroadland Business Park, Norwich

COMPLETIONDecember 2003

GROSS FLOOR AREA1,200m office 5,700m warehouse

2

2

VALUEApprox. £3m

New warehouse and offices

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Trafalgar SquareThis is dummy text for visualpurposes only. It could be a short case study on thearchitects and how they created and delivered the Somerset House project.

This is dummy text for visualpurposes only. This is dummy text for visual purposes only.

This is dummy text for visualpurposes only. This is dummy text for visual purposes only.

This is dummy text for visualpurposes only. It could be a short case study on thearchitects.

11

Black panelThe headline, standfirst (a sub-heading or small piece of text toexplain the title) and introductorycopy text should always be whiteout of black.

The black panel on which the textappears should be no more thana quarter of the page. Neverplace the black panel directlybeneath the logo.

The cross hair patternThe cross hair pattern addspattern, texture and shade to a layout. It is not obligatory andshould be used sparingly, like an accent colour.

The cross hair pattern shouldnever fill more than a quarter ofthe page. It should supplementthe overall design, not dominatethe page.

The cross hair pattern can be laid over a photograph, as long as it does not distract from themain image itself.

Accent coloursAccent colours should be used to highlight headlines and smallpieces of text, not as largesplashes of colour. Body text andpullouts should always be blacktext on a white background.

SAMPLE PAGES FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

12

New buildings

New buildings

New buildings

NEW BUILDINGS

6.30 - 8.30 Wednesday 27 September 2006

The Portico RoomsSouth Building Somerset House Strand London WC2R 1LA

Feilden+Mawson have great pleasure in inviting

to join them in celebrating their 50th birthday

RSVP: Penelope Maughan Feilden+Mawson The Stamp Office Somerset House Strand London WC2R 1LA T 020 7845 5830 [email protected]

SUPER GRAPHIC FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

The examples of thesupergraphic, marked in blackdemonstrate its flexibilityand recommend ways inwhich it can be used. The gridcomprises many squares whichare used to position text, andwhere appropriate to aligndiagrammatic material.The grid is used for bothleft and right hand pages.

Only use with full page images in either black or white. For moresubtle applications use varnish or the cross hair graphic.

SizeThe super graphic should beexactly 50% of the height orwidth of the page, as theseexamples illustrate.

The width of the super graphiccan vary up to a maximum widthof 2 grid boxes.

PositionThe super graphic can be placedin any corner of the page.However, when using the supergraphic with imagery, it shouldnot interfere with the main image.

Family HouseThis is dummy text for visualpurposes only. It could be a short case study on thearchitects and how they created and delivered the Somerset House project.

13

50% width

50%

dep

th

50% width

50%

dep

th

Supergraphic

Here is an example of how thehomepage and second level pageof a website could look using thesuper graphic, imagery andsparing amount of colour.

WEBSITE FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES

The central concern of Feilden + Mawson

is design excellence, set within the broad

range of opportunities for works to the built

environment achieving solutions that: display

exemplary design flair, meet the client's

aspirations, are fit for purpose, provide a sense

of delight for building users and visitors, are

within cost budgets and within programme.

London

Prague

Norwich

Cambridge

Projects

About us

Contacts us

Housing Heritage + Leisure

Central Government + Consultancy

Public Sector + Education

Commercial Sector + Partnering

Salisbury Courts of Justice

Institute of Cancer Research

Manchester Civil Justice Centre

Hendon Magistrates Court

Liverpool & Wirral Magistrates Court

Medical Research Centre

NELM Development Trust

ZICER

Sure Start Nursery & Seagulls

Children Centre

MRC Lecture Theatre

London

Prague

Norwich

Cambridge

Brookes Lawley buildingThe building accommodates two floors of laboratories,

support rooms and scientific office space, planned both

side of an atrium that provides a meeting and relaxation

space. The basement level provides a library and archive

area, as well as workshops and stores.

A wing at the south end of the building, located directly

adjacent to the main entrance, provides a 200-seat tiered

lecture theatre incorporating the latest audio visual facilties.

Above this area further administration offices and archive

storage are provided. Seminar rooms are planned to overlook

the atrium on all levels. The complete building is serviced from

a small basement plantroom, with the main services area on

the roof located either side of the upper part of the atrium.

This is one of several new buildings on the site that the

Institute shares with the Royal Marsden Hospital.

Housing Heritage + Leisure

Central Government + Consultancy

Public Sector + Education

Commercial Sector + Partnering

Projects

About us

Contacts us

ICR Project sheetPDF

14