utc-manual.pdf

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Brand bookFebruary 2013

University Technical Colleges - an initiative of and promoted by the Baker Dearing Educational Trust


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Welcome

Welcome to the Brand Book for University Technical Colleges.

In the following pages, we provide guidance on the application of the corporate identity that

contributes to building and strengthening the University Technical Colleges brand.

A cornerstone of a strong brand is a clear identity. We want everyone who sees the University

Technical Colleges identity to know who we are and connect with our vision and core values.

As one of our core competitive assets, our logotype must be communicated through consistent

and correct implementation in order to preserve the value that our brand gives to the organisation.

If we mix our corporate messages we risk creating confusion, doubt and distrust. We must aim for

coherence in our presentation at all times, to nurture our future aims and achievements to fruition.

The Baker Dearing Educational Trust owns the brand. When using the logotype, UTCs should use

the registered symbol at all times.

To this end, this brand book covers key characteristics such as the use of the registered symbol,

use of the initials UTC and how to name a UTC.

Over the following pages we explore ways of implementing the identity.

Please follow them in any educational and marketing work that you may manage.

We hope that you enjoy using the following guidance.

If you feel you need help putting these guidelines into practice then please contact:

Jane Ware, Director of Communications

Tel:+44 (0)20 7960 1555

Mobile:+44 (0) 7730 131696

Email:[email protected]

www.utcolleges.org

Copyright 2012 Chosen Limited


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Contents

1 Introduction

1.1 University Technical Colleges 06

1.2 Our vision 06

1.3 Objectives of the Baker Dearing Educational Trust 06

1.4 University Technical College key values 06

1.5 The University Technical Colleges brand 07

1.6 Brand elements 07

1.7 The Registered Mark 08

2 Logotype

2.1 The University Technical Colleges logotype 08

2.2 Clearance zone 11

2.3 Minimum size 11

2.4 Colour logotypes 12 2.5 Greyscale logotypes 13

2.6 Greyscale light logotypes on corporate background 14

2.7 Monocolour logotypes 15

2.8 Using the logotype on backgrounds 16

2.9 Using the logotype on photography 16

2.10 Incorrect logotype usage 17

3 Symbol

3.1 The University Technical Colleges symbol 18

4 Colour 4.1 Colour spectrum 19

5 Background

5.1 Brand background 20

5.2 Background usage 21

6 Typography

6.1 Franklin Gothic 22

6.2 Substitution typography 23

7 Tone

7.1 Tone of voice 24

8 Art direction

8.1 Photography 25

8.2 Digital usage 27

9 Naming your UTC

9.1 Introduction 28

9.2 Naming 29

9.3 Route 1 logotypes 30


9.5 Route 3 logotypes 32 9.6 Route 4 logotypes 33



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6 9Your UTC2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction1 Introduction

1 Introduction

1.2 Our vision

1.1 University Technical Colleges

To boost the UK economy by ensuring an increased and improved supply

of technicians and highly skilled vocationally qualified people.

Technical and academic education are integrated.

Progression routes are planned and understood by students.

The curriculum is responsive to the needs of employers and universities.

Practical work is as highly valued as academic work.

Students are given responsibility and respect which will prepare them for employment.

The name University Technical Colleges embodies what we are about:

University- high status

Technical- hands on and cutting edge

Colleges- forward-thinking educational institutions.

Our culture is to be professional, dignified, authoritative yet irresistible, energetic and inspirational.

1.3 Objectives of the Baker Dearing Educational Trust

To promote the University Technical College concept and secure the opening of many UTCs

across the country.

To support University Technical Colleges so they provide a high quality education ensuring

excellent outcomes for their students.

To protect the concept of University Technical Colleges against erosion and contamination

A UTC is a college for students aged 14 to 18 which specialises in technical education and

is sponsored by a university. It offers full time courses which combine practical and academic

studies. Employers are involved from the start in shaping the curriculum.

1.4 University Technical Colleges key values


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71 Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction 9Your UTC

1.5 The University Technical Colleges brand

1.6 Brand elements

There are seven key elements that function both independently and together to solidify theUniversity Technical Colleges brand: logotype, symbol, colours, backgrounds, typography, toneand

digital media. These elements are the fundamental pillars of the brand. Their correct application

should be respected at all times, to present University Technical Colleges in a coherent and clear

manner.

This manual addresses each individual brand element and provides clear instructions with regard

to their respective application.

Our core values are the foundations of the University Technical Colleges brand. It takes time

to establish a successful brand, one that is based on trust, honesty and delivering what is

promised. If University Technical Colleges are to be positively perceived it is essential that the

core values are reflected throughout the branding process.

Logotype

Typography

Symbol

Tone

Colours

Digital media

e14-18year

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ntswithskille

d

emictraining

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eststandard,le

Background


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2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction 9Your UTC8

1.7 The Registered Mark

The Baker Dearing Educational Trust is the registered owner of the marks below.

Each of the marks is used to promote the brand University Technical Colleges throughout the UK.

They are used widely by University Technical Colleges in accordance with the instructions in this

brand book.

The University Technical Colleges and UTC name and logo is a registered mark of The Baker

Dearing Educational Trust. No. 2567256. The Baker Dearing Educational Trust 2010.

The University Technical Colleges and UTC name and logo MUST NOT BE ALTERED IN ANY WAY.

1 Introduction


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1Introduction 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction 9Your UTC10

2 Logotype

2.1 The University Technical Colleges logotype

Although there are various logotypes that represent the University Technical Colleges brand, this

is the preferred option to be used whenever possible. All the necessary file types are available

from the Baker Dearing Educational Trust, www.utcolleges.org.

The logotype has four basic elements that are covered in further detail in this document:

a symbol, colour,a nameand typography.

Symbol & Colour Name & Typography

2 Logotype


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1Introduction 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction 9Your UTC 112 Logotype

2.2 Clearance zone

2.3 Minimum size

A clearance zone protects the visual representation of the logotype and no other element should

be placed within this area. Whenever the logotype is used, a minimum clearance zone of 2 units

from each edge should be respected. One unit is calculated by the width of a finger of the blue

graphic symbol.

In order for the logotype to remain legible it should not be used any smaller than 20mm in

diameter and for screen use it should not be less than 60 pixels wide.

If the logotype is to be reduced in size, it must always be done in proportion and as a whole

logotype. The writing and the symbol size should not be tampered with at all.

20mm 60 pixels


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1Introduction 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction 9Your UTC12 2 Logotype

2.4 Colour logotypes

Filename: UTC_main_col

This is the preferred logo

that should be used at all

times, whenever possible.

Filename: UTC_vertical_col

When the allocated space for

the logotype is vertical, this isthe preferred variant to use.

Filename: UTC_horizontal1_col

This is the preferred logotype

for horizontal application.

Filename: UTC_horizontal2_col

This is a secondary horizontal

version to use only when the

print space doesnt allow for the

main logotype, e.g. on a pen.

Filename: UTC_initials_col

This is the preferred logo

that should be used at all

times, whenever possible.


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2.5 Greyscale logotypes

These greyscale logotypes should only be used in publications printed in a single colour.

Filename: UTC_main_gs

Filename: UTC_vertical_gs

Filename: UTC_horizontal1_gs

Filename: UTC_horizontal2_gs

Filename: UTC_initials_gs


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2.6 Greyscale light logotypes on corporate background

Filename: UTC_main_gsl

Filename: UTC_vertical_gsl

Filename: UTC_horizontal1_gsl

Filename: UTC_horizontal2_gsl

Filename: UTC_initials_gsl


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2.7 Monocolour logotypes

Filename: UTC_main_mono

Filename: UTC_vertical_mono

Filename: UTC_horizontal1_mono

Filename: UTC_horizontal2_mono

Filename: UTC_initials_mono


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2.8 Using the logotype on backgrounds

2.9 Using the logotype on photography


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2.10 Incorrect logotype usage

The logotype should not be altered, modified, rotated, inverted or in any other way changed.

For illustrative purposes, some common mistakes to be avoided at all times are shown below.

do not squash do not alter

do not stretch do not change colour

do not re-design do not replace type

do not use text only do not remake college logo

University

Technical

Colleges

WALSALL

University

Technical

College


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1Introduction 2Logotype 4Colour 5Background 6Typography 7Tone 8Art direction 9Your UTC18 3 Symbol

3.1 The University Technical Colleges symbol

3 Symbol

The symbol is based around the form of a hand, symbolising the hands-on practical ethos

of University Technical Colleges. The symbol is technical, appeals to a young audience, is

modern and carries a strong visual presence. The colours have been carefully chosen to give a

professional and dignified feel, ranging from light blue at the beginning, to dark blue at the end,

indicating a deepening progression in knowledge and skill as a student learns.

The symbol as shown below can be used as a standalone brand element, but plays a supportive

role to the main logotype and name, rather than being the only graphical branding. For example,

the symbol would not be used on its own on the cover of a prospectus, but it could be used and

applied graphically on interior pages. Another application could be a metal badge that students

and staff can wear at the respective college.


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1Introduction 2Logotype 5Background 6Typography 7Tone 8Art direction 9Your UTC 194 Colour3Symbol

4.1 Colour spectrum

4 Colour

100C/0M

100C/20M 100C/60M

100C/80M

100C/100M100C/60M 100C/80M100C/40M

100C/40M

45% Black

55% Black 75% Black

85% Black

95% Black75% Black 85% Black65% Black

65% Black

20% Black

30% Black 50% Black

60% Black

80% Black50% Black 60% Black40% Black

40% Black

100C/20M

100C/40M100C/0M

100C/60M

100C/80M

100C/100M

45% Black

55% Black

65% Black

75% Black

85% Black

95% Black

20% Black

30% Black

40% Black

50% Black 80% Black

60% Black


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1Introduction 2Logotype 3Symbol 4Colour 6Typography 7Tone 8Art direction 9Your UTC20 5 Background

5.1 Brand background

5 Background

This background has been carefully designed using only the brand colours and special shapes

derived from the symbol. It should not be re-made and the box contents should not be altered.

When re-sizing the element, it should always be done in proportion. Both landscape and vertical

versions are available on the CD in various formats and sizes.


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1Introduction 2Logotype 3Symbol 4Colour 6Typography 7Tone 8Art direction 9Your UTC 215 Background

5.2 Background usage

Whenever this corporate background is used, the light greyscale logotype only must be used.


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1Introduction 2Logotype 3Symbol 4Colour 5Background 7Tone 8Art direction 9Your UTC22 6 Typography

6.1 Franklin Gothic

6 Typography

Typography plays a key role in communicating the personality of University Technical Colleges.

The corporate typeface Franklin Gothic, has been carefully selected for its clarity and longevity.

The following historical detail fits our purpose well: by 1915, all the major foundries offered families

of sans serifs, sometimes called Gothic in the USA. Franklin was a response suitable for countries in

the vanguard of the machine age. Designed by Morris Benton in 1903-1912, Franklin has preserved

its own personality ever since.

The logotype uses two different weights (Medium and Demi):

FRANKLIN GOTHIC MEDIUM

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?@%&$()/:;,.

FRANKLIN GOTHIC DEMI

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789!?@%&$()/:;,.

The freedom with which the Franklin Gothic typeface can be used in publications and professionally

printed promotional material such as display banners is extensive. Body copy should be Franklin

Gothic Book and headings should use Medium and/or Demi.

For legal reasons we are unable to distribute the Franklin Gothic typeface.

It is available for purchase, however, from Linotype:

Linotype GmbH

Werner-Reimers-Strae 2461352 Bad Homburg

Germany

T: +49 (0) 61 72 48 44 18

F: +49 (0) 61 72 48 44 29

E: [email protected]

www.linotype.com


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1Introduction 2Logotype 3Symbol 4Colour 5Background 7Tone 8Art direction 9Your UTC 236 Typography

6.2 Substitution typography

Franklin Gothic should be used in all printed and digital publications.

When Franklin Gothic is unavailable such as in MicrosoftOffice applications and websites,

the substitution typeface Arial has been selected as both weights are universally available.

ARIAL REGULAR

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

0123456789!?@%&$()/:;,.ARIAL BOLD

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789!?@%&$()/:;,.


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1Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 8Art direction 9Your UTC24 7 Tone

7.1 Tone of voice

7 Tone

The language we use is an integral part of our identity. It must reflect the core values of University

Technical Colleges and in doing so contribute to the perceived brand personality. We use plain

English which means we communicate as efficiently and clearly as possible.

high-status

technical

forward-looking

revolutionary

modern

excellence

aspirational

transformational

creative motivating

youth & vitality

training today for

jobs tomorrow

distinctive

innovative

original

vocational

practical

hands-on

Useful key words and phrases:

Our organisation is energetic, inspirational,

authoritative and at the same time agile.

Our language should reflect this.

To give our copy a contemporary, professional tone:

keep sentences short, using an average length

of between 15 and 20 words;

avoid cliches;

use everyday English and avoid jargon;

use you and we;

prefer active verbs;

use positive vocabulary

use lists where appropriate;

avoid Acronyms and abbreviations;

avoid complicated words.


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1Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 9Your UTC 258 Art direction

8.1 Photography

8 Art direction

The UTC Image Library reflects and strengthens the brand personality and a large selection of high

resolution images are available to be used in branding University Technical Colleges.

Any new images to be submitted to the library should portray UTCs as cutting-edge, innovativeand

excitingplaces of learning. Images should be well-lit and show a balanced diversity in gender and

race. Subjects must come across as happy, natural and not too posed. Eye contact is fine, but if

subjects are operating machinery or working with tools, they should not look directly at the camera

as this would imply that they are not focussed on the task at hand. The student age at University

Technical Colleges is 14-18 and so subjects should ideally fall within this age bracket. Teachers

may be present as long as it is clear that they are instructing the students and encouraging their

learning. It should be evident from the images who are the teachers and who are the students!

Ideally, students must come across as interested, focussed and happy in an environment that is

modern, uncluttered, safe and well equipped. Avoid old fashioned/dirty tools, product placement

and background typography. Students must be smart with shirts tucked in, ties done up correctly

and school uniform worn where appropriate. Close-up shots are fine and images should be taken

with a shallow depth of field so that the background is slightly out of focus.


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1Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 9Your UTC26 8 Art direction

The University Technical Colleges corporate background has been designed in such a way to allow

for the optional use of black and white cut-out photography. Various PSD files exist in the UTCImage Library, to allow for this application.

Other colour treatments of certain images are also freely available for branding purposes.


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1Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 9Your UTC 278 Art direction

8.2 Digital usage

ONLINE

For use in body copy in all correspondence, Microsoft applications, web, email and video

material the Arial typeface should be used (assuming that Franklin Gothic is unavailable).

HTML (CSS) font family tags should be as follows: font-family: arial, sans-serif;

POWERPOINT

Use the jpg of the main logotype, plus Franklin Gothic or if unavailable, the Arial font.

Do not use the logotype as a watermark.

If lines are required, the blue of the third digit in the symbol should be used (100% Cyan, 40%

Magenta), always respecting the clearance zone around the logotype.

WEBSITE

All text needs to be in Arial and coloured black (#000).

Webpage background is white (#FFF).

Line colour is blue from the third digit of the symbol (#007dc5)

The corporate background can be used.


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1Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction28 9 Your UTC

The University Technical Colleges programme has cross-party support and is represented by over

30 UTCs located across the country.

Each UTC will want to express its own personality through branding but it has to take account of

BDTs requirements as the owner of the registered trademark when it does this. BDT provides key

branding guidelines and suggestions for two main reasons:

1. To make the task of branding individual UTCs easier, quicker and more economically viable;

2. To strengthen the University Technical Colleges brand.

The brand that belongs to BDT is the parent brand and many individual UTCs are established underthat brand. It is important from a branding perspective that all UTCs are easily recognisable as

part of this wider movement and that people instantly associate them with high status, high quality

technical education.

In the illustration below it is easy to see which players are on the same team. The team badge

(brand) is the UTC and all players wear it, but it is also recognised as beneficial that each player

brings their own flair and personality to the team.

However, if each player brands themselves differently, it is difficult to know which team they are

playing for. Essentially, we are concerned to maximise the benefits of being part of a distinctive

and national brand without compromising the skills and specialisms of each UTC.

9.1 Introduction

9 Naming your UTC

PLYMOUTH

PLYMOUTH

UTC

UTC

SHEFFIELD

UTC

UTC

SHEFFIELD

LINCOLN

UNIVERSITY ELSTREE

UTC

TECHNICAL UNIVERSITY

COLLEGE TECHNICAL

NORFOLK COLLEGE

BRISTOL

BRISTOL

UTC

ACADEMY

HACKNEY

TRENDY

UTC

LEARNING

CENTRE

ELSTREE

UTC


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1Introduction 2Logotype 3Symbol 4Colour 5Background 6Typography 7Tone 8Art direction 299 Your UTC

Deciding on a name for a UTC is the most significant stage of individual college branding.

Our advice is to pick a name which complies with one of the following routes:

ROUTE 1: Lincoln University Technical College

The word university is a protected word and it can only be used by adhering to both of

the following:

a) the UTC has the permission of the sponsoring university for use of its name and,

b) the UTC has obtained a letter from the Department of Business Innovation and Skills

stating the Minister does not object to the use of the word University in this context.

ROUTE 2: Hackney UTC

If a region, town or borough does not have a university, for example, Hackney, then the

UTC phrase in full cannot be used after the location name. In this case we advise

Route 2, naming it simply Hackney UTC, Lambeth UTC, Black Country UTC etc.

ROUTE 3: University Technical College Wigan

If a region, town or borough does not have a university, for example, Wigan, it is

permitted to use the three words in full before the location name.

ROUTE 4: Innovation UTC

We understand that individual UTCs may wish to reflect the involvement of other

sponsors or refer to the specialism that they follow in their name. In this case, we

strongly advise that the initials UTC are incorporated into the name, for example:

Innovation UTC, Toshiba UTC.

ROUTE 5: UTC Sheffield, UTC Toshiba

UTC sponsors may decide to use the initials UTC to precede the name of the university,

region or employer sponsor and this is an acceptable route.

What we do not advise:

A UTC should incorporate the UTC brand in one of the forms in its name. If the name bears no

reference to the UTC, for example a college known as Barnet Academy, or Innovation Academy, it

will not be thought of as a UTC. Furthermore the term academy has become generic and implies

an institution which is completely different from the UTC model.

9.2 Naming


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For example, Lincoln University Technical College

9.3 Route 1 logotypes

LINCOLN

LINCOLN

LINCOLN

LINCOLN

University TechnicalCollegeLINCOLN


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For example, Hackney UTC


HACKNEYUTC

HACKNEY UTC

HACKNEY UTC

HACKNEYUTC


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For example, University Technical College Wigan

WIGAN

WIGAN

WIGAN

WIGAN

WIGANUniversity TechnicalCollege


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For example, Innovation UTC

INNOVATION

UTC

INNOVATION UTC

INNOVATION UTC

INNOVATIONUTC


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For example, UTC Sheffield

SHEFFIELD

UTC

SHEFFIELDUTC

SHEFFIELDUTC

SHEFFIELDUTC


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