the southbank art co._guidelines

The Southbank Art Company

Introduction

The instructions contained in this guideline cover the correct use and consistent application of the visual elements of The Southbank Art Company brand identity system. Adhering to this visual system ensures that the brand projects a singular and unique identity which supports the future direction of The Southbank Art Company and sets it apart from competitors.

We are each responsible for ensuring that our brand is well managed and consistently applied. These guidelines have been developed to help you in the production and application of The Southbank Art Company’s brand communications. Please ensure that all the important principles explained here are strictly followed.

Contents

01 Brandmark

02 Core Elements

03 Applications

1.1 The Brandmark

2.1 Secondary Colour Palette

3.1 Applications Overview

1.2 Clear Space and Minimum Size

2.2 Corporate Typeface

3.2 Name Card

1.3 Color Usage

2.3 Photography Style

3.3 Letterhead

1.4 Background Control

3.4 Envelope

1.5 Incorrect Usage

3.5 Calendar3.6 Web Application3.7 Delivery Box3.8 Company Car

01 Brandmark

The Southbank Art Company Visual Indentity Guidelines 01

1.1 The Brandmark1.2 Clear Space and Minimum Size1.3 Color Usage1.4 Background Control1.5 Incorrect Usage


1.1 Brandmark

The Southbank Art Company Identity

Our new identity expresses the time-honored and iconic motif in the Southbank of The Southbank Art Company. The identity combines realistiy with modernism to convey the design the uniquely of The Southbank Art Company experience. The identity is also closely linked to the art shop of the premises.

The Southbank Art Company identity has four components, the pen symbol, a square, a round dotted line and the logotype. The pen symbol represents the art supplies. The square on the right hand side of the pen, represents the frames and the company can not separate, framing is the unique selling point from The Southbank Art Company. The grey, accentuated professional, symbolizes putting all the colours together as well. The Southbank Art Company identity uses the round dotted line to model the shape of the London eye, showing that London eye and The Southbank Art Company are both iconic and located in Southbank as well.

Please ensure that original digital artwork is used for reproduction.

For more information on colour usage, please refer to section 1.3.


1.2 clear space and Minimum size

Clear Space

Minimum Size

Clear Space

Minimum Size

Y

0.5Y

0.5Y

20mm

In order to display the brandmark to its best effect and ensure maximum impact, a minimum clear space surrounding the logo has been illustrated by the shaded area, which is defined by 0.5 of the “Y” value. (The height of the logotype of the letter Y.) This space must be kept clear of all type, graphics, keylines and complicated areas of photography or illustrations.

Whenever possible, it is preferred that an area larger than the minimum clear space be maintained around the brandmark.

To guarantee the legibility of the brandmark at all times, it is essential that the brandmark is never reproduced below the minimum size show on the right.

Please ensure the original digital artwork is used for reproduction.


1.3 Colour Usage

Primary Colour Palette

Colour plays an important role in The Southbank Art Company brand. The colour of the identity helps the brand to convey the essential personality of the brand, professionalism and reliablity. The main colour is grey, representing style and difference.

In order to enhance recognition of the brand, it is recommended that these colours be used frequently on communications materials. Whenever possible, the brandmark should be produced in full colour. The spot colour, process colour and RGB equivalents of the brandmark colour are shown on the right. When producing these colours, please ensure that they are matched with the most updated Pantone® Colour Reference Guide for the most accurate results. When there are printing restrictions or cost concerns, the brandmark may also be produced in black.

Full Colour Version

Black Version

Grey

PMS Cool Grey 11C

R86 G86 B90

C65 M57 Y52 K29


1.4 background control

Full Colour Version On Dark Colour Background

Full Colour Version On White Background

Full Colour Version On Light Colour Background

Reversed White Version On Dark Colour Background

The full colour brandmark can be applied on backgrounds of different colours or light coloured images as long as there is sufficient contrast to the identity. As much as possible, we recommend that the full colour brandmark be placed on a plain white background. If these is any limitation during the production process, the reversed white version of the brandmark can be applied on a dark background.


1.5 incorrect Usage

The Southbank Art Company brandmark is one of our most valualbe assets and therefore must be protected and managed carefully. In order to maintain a consistent presentation of our brand, any alteration or modification of the original artwork is prohibited in all applications.

Shown on the right are examples of some common misuses of the brandmark. Do not change the proportion of

the symbols and logotype

Do not drop the brandmark Do not create some extra elements

around the brandmark

Do not apply colour for the

brandmark other than those specified

Do not change the position of the

brandmark elements

Do not distort the brandmark Do not place the brandmark at

angle

Do not place the brandmark

onto a coloured background with

insufficient contrast


02 Core elements2.1 Secondary Colour Palette2.2 Corporate Typeface2.3 Photography Style


2.1 secondary colour palette

A secondary colour palette has been created to support the primary colour palette specified in section 1.3. The colours in the secondary palette serve to further express the brand personality and enhance its visual expression across various brand touch points and marketing communications.

There are two colours in the secondary colour palette. Each represents a unique aspect of the brand’s personality.

●Black represents elegance and depth●White represents space and simple

We recommend using the Pantone colours specified on the right when reproducting the palette to ensure accuracy and consistency. Alternatively, 4 colour process (CMYK) or RGB colours may be used. Please refer to the specifications on the right and ensure a match with the actual Pantone® samples when producting these colours.

Secondary Colour Palette

WhiteBlack

PMS N/APMS P Process Black C

R255 G255 B255 R26 G24 B24

C0 M0 Y0 K0C0 M0 Y0 K100


2.2 corporate typeface

Corporate Typefaces

Input Typefaces

Typography should be considered as our brand voice is an important aspect of the identity system. The consistent use of typeface allows our audiences to readily recognise materials from The Southbank Art Company.

The corporate typefaces have been specially chosen to reflect the personality the The Southbank Art Co brand. Big Noodle Titling and Champagne & Limousines should be used for all professionally designed applications such as marketing materials and stationery. The typefaces offer a variety of weights as specified on the right. This allows flexibility and different typographic emphasis for a variety of purposes from print materials to signage.

An input typeface has been chosen as most users will not have these fonts on their computer systems. To counter the risk of our message being displayed in random default typefaces, all shared applications are produced using the desktop standard font Arial. Typical examples of such applications are emails, PowerPoint persentation, word processing documents and spreadsheets.

big Noodle Titling

Arial

big Noodle Titling Oblique

Champagne & Limousines

Champagne & Limousines Italic

Champagne & Limousines Bold

Champagne & Limousines Bold Italic


2.3 Photography Style

Overview of

Photography Style

Photography is one the most direct ways to communicate the message of our brand. Image style is a key component of brand communications. The style, content and quality of our image choices will help to maximize the impact of The Southbank Art Company brand.

●Conveys a sense of elegance

●Depicts rich, saturated, contrasting and expressive colours that match the colour palette

●Emphasizes colours that match the colours palette

●Depicts close-up or tightly cropped images of texture, art, nature to emphasise the sensory experience

●Close-up shots with shallow depth of field can be used to highlight details of services or special product features

All photography used in these guidelines are for demonstration purposes only.


03 applications3.1 Applications Overview3.2 Name Card3.3 Letterhead3.4 Envelope3.5 Calendar3.6 Web Application3.7 Delivery Box3.8 Company Car

3.1 Applications overview


+44 (0)207 928 9722

[email protected]

21 London Road London SE1 6JX



+44 (0)207 928 9722 www.southbankart.co.uk

calendar 2013

january february March

april May june

july august september

october november december


3.2 Name Card

Size90mm(H) x 55mm(W)

ColourPantone® Cool Grey 11CPantone® P Process Black C

Recommended MaterialSouth Bank Coarse - 310gsm

TypesettingNameBig Noodles Titling Regular - 21pt, kerning 0

TitleBig Noodles Titling Regular - 7pt, kerning 0

Phone Number / Email / AddressBig Noodles Titling Regular - 6pt, kerning 0

Illustration is 100% actual size. All measurements are in millimetres

1.52.1 2.12.1 2.1

5.6

4.3

31.3

10.3

19.8

10.2

8.5

2.6 2.62.6 2.6

3.6 3.6

38.4

45.6

2.6

2

22

22

38

1.5

2

+44 (0)207 928 9722

[email protected]


Illustration is 40% actual size. All measurements are in millimetres The Southbank Art Company Visual Indentity Guidelines 14

3.3 Letterhead


ColourPantone® Cool Grey 11C

Recommended MaterialHahnemühle Photo Rag® Book & Album - 220gsm

TypesettingCompany NameBig Noodles Titling Bold - 8pt, leading 10pt, kerning 0

Address / Phone Number / WebsiteBig Noodles Titling Bold - 7.5pt, leading 10pt, kerning 0

14.4

5.4

5.4

Center


3.4 envelope


ColourPantone® Cool Gray 11CPantone® P179-5 C

Recommended MaterialTBC

TypesettingCompany NameBig Noodles Titling Bold - 8pt, leading 10pt, kerning 0

Address / Phone Number / WebsiteBig Noodles Titling Bold - 7.5pt, leading 10pt, kerning 0



3.5 calendar


ColourPantone® Cool Grey 11CPantone® P172-2 CPantone® P58-8 C

Recommended MaterialFabriano Disegno 5 119GF 160g




+44 (0)207 928 9722 www.southbankart.co.uk

calendar 2013

january february March

april May june

july august september

october november december


3.6 Web application

Website and App


3.7 delivery box

We use the Royal Mail for delivery and aim to dispatch orders the same day.

Our delivery costs are fixed so you shouldn’t expect an unwelcome surprise at the checkout.

Delivery for all orders over £50 is FREE.Standard Delivery £4.50Readymade Frames £9.99FREE delivery for all foamboard & Mabef easelsExpress Delivery £8.99*

Orders received on Sundays or on Bank Holiday weekends will be processed on the next working day.

*Please note that express delivery is not available for readymade frames, foamboard and Mabef easels.


3.8 company car

We use our own company car to deliver the orders and we employ professionally trained drivers to send goods. We have the logo on the car to let people know this is a professional delivery process from the company.

the southbank art co._guidelines

Documents

southbank art company

art supplies

art shop

company car

minimum clear space

unique identity

new identity

color usage