Mini
Brand
Guidelines
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
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Contents
Introduction
Brand resources
Visual identity
Using our logo
Fonts
Colours
Patterns
Tone of voice
Style guide basics
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3-6
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8-10
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13-14
Introduction
Our Mini Brand Guidelines are essential for all UAL staff. They will enable you to confidently
use our brand assets in the right way. Consistent and accurate use of our visual identity is
key to creating a strong, recognisable UAL brand.
Email [email protected] with any questions about brand assets or their application.
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
1
Brand resources
While this guide covers the basics, there are plenty more resources to help you use our
visual identity correctly. These resources are particularly useful for external designers,
suppliers or third parties who may need more detailed brand application information:
•
•
Our website hosts all of the tools, templates and guidance necessary to understand
and use our brand confidently across all platforms. This includes digital versions of these
guidelines, the full UAL Brand Guidelines and the Style Guide, as well as downloadable
logos and branded templates.
WWW
arts.ac.uk/style-guide (for full guidance and tools, including writing for the web)
WWW
arts.ac.uk/our-brand (for brand guidelines, logos and branded templates)
UAL Image Library has photos of student work, events and UAL facilities. You can
register for an account which will allow you to upload photos, videos and files directly to
the Image Library and download images you’d like to use. Remember to credit student
artwork and the photographer each time you use an image in your publications or online.
You can find guidelines on using the site and correctly crediting images on the Image
Library homepage. Email any queries to [email protected].
WWW
images.arts.ac.uk
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
2
UAL logo
Since 2012 University of the Arts London has been successfully gaining recognition
internally and externally via its acronym: UAL. Accordingly, as of summer 2016 it has
been agreed that usage of the full logo will be reduced, making the ‘abbreviated’ logo the
default logo.
Designed as an evolving identity, UAL: was always intended to be a logotype that could
stand alone. It will now be used in this way, offering a more flexible, confident and
manageable logo across a wide range of applications.
The abbreviated logo should be used in the UK, on all branded materials designed for UK
audiences. The full logo will now only ever be used internationally (including across the EU),
where our brand is not yet fully established.
Any questions about the usage of either logo should be sent to [email protected]
Logo
International Logo
The logo can be downloaded in a range of formats from arts.ac.uk/our-brand. Always use the
master artwork and never recreate or change the logo design. To ensure you always use the
logo correctly, follow these tips:
• The logo should only be used in black or white, depending on the background colour.
Internally, you’ll most often use the logo in black against a white background. For certain
rare applications the logo can be embossed, debossed, varnished or foiled.
• The logo should never be smaller than 20mm wide on any printed material. The only exception is for student ID cards, business cards and other smaller applications when the logo can be reduced to 10mm in width.
• The International logo should never be smaller than 30mm in width, use the UAL logo for
any applications below this size.
10mm
30mm
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
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Our visual identity is about being bold, simple and direct, and allowing the stories of our
students and staff to take centre stage.
The logo should always be kept in proportion and positioned at an equal distance from the
top and left-hand side of the page.
International usage
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
4
College lock-ups
Each College has its own version of the UAL logo, a lock-up that includes the College
name. These lock-ups are available to download from arts.ac.uk/our-brand. Always use
the master artwork and never recreate or change the lock-up design.
The CCW logo is for use in specific applications only, by request.
Please contact [email protected] should you require the files.
10mm
Minimum size for smaller applications, measurement should apply to the University
logotype and never to the full length of the College name lockup as shown above.
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
5
Dual branding
If UAL or a College is working with an external company or organisation, on a sponsored
event or collaboration for example, the following arrangement of logos should be used to
demonstrate the relationship.
The logos should be equal in size and divided by a 0.5pt line (in the most appropriate of
our primary colours).
Please note, this dual-branding arrangement is reserved solely for partnerships with
external companies or organisations, and should not be applied to any internal activities.
Logo
Logo
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
6
Fonts
We have two brand fonts - Helvetica Neue is our primary font and Arial is our secondary
font.
Our secondary font, Arial, is available on all UAL computers. It should be used in all emails
and editable documents.
Arial Bold (for headings)
Arial Regular (for body copy)
All printed materials, such as prospectuses, guides, magazines and invitations, should use
our primary font, Helvetica Neue. If this font is unavailable, Arial should be used.
Helvetica Neue Bold (for headings)
Helvetica Neue (for body copy)
Please note, the only exception to the use of Arial and Helvetica Neue is the UAL website
which uses Swiss 721 BT as the default font.
Font size
Use a minimum font size of 11 for all communications, to make sure that text is accessible
and legible.
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
7
Colours
Primary colours
Our primary colour palette is simple and powerful. Stripped back to black, white and cool
grey, it lets the brand stand out as clearly as possible wherever it’s being used.
Process Black
PMS White
Cool Grey 4
CMYK 0 0 0 100
CMYK 0 0 0 0
CMYK 0 0 0 40
RGB 0 0 0
RGB 255 255 255
RGB 167 169 172
HEX #000000
HEX #ffffff HEX #a7a9ac
The logo should only be used in black or white, depending on the background colour.
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
8
Secondary colours
The secondary colour palette should be used sparingly as a highlight, background colour,
or for headings and titles, as long as they remain clearly legible.
PMS 540
PMS 306
PMS 297
PMS 545
CMYK 90 60 30 20
CMYK 60 5 5 0
CMYK 45 0 0 0
CMYK 25 0 0 0
RGB 31 86 120
RGB 83 190 227
RGB 126 211 247
RGB 185 229 251
HEX #1f5678
HEX #53bee3
HEX #7ed3f7
HEX #b9e5fb
PMS 520
PMS 521
PMS 524
CMYK 75 85 35 15
CMYK 45 55 20 0
CMYK 10 20 0 0
RGB 87 62 106
RGB 151 124 158
RGB 223 204 228
HEX #573e6a
HEX #977c9e
HEX #dfcce4
PMS 340
PMS 7472
CMYK 75 0 65 5
CMYK 60 0 35 0
RGB 31 174 126
RGB 94 196 182
HEX #1fae7e
HEX #5ec4b6
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
9
PMS 187
PMS 485
Process Magenta
CMYK 30 100 100 0
CMYK 0 90 100 0
CMYK 0 100 20 0
RGB 184 41 47
RGB 239 65 35
RGB 237 6 119
#b8292f
#ef4123
#ed0677
PMS 545
CMYK 0 50 100 0
CMYK 0 20 100 0
CMYK 0 0 100 0
CMYK 0 0 50 0
RGB 247 148 29
RGB 255 203 5
RGB 255 242 0
RGB 255 247 153
HEX #f7941d
HEX #ffcb05
HEX #fff200
HEX #fff799
PMS 5545
PMS 5793
PMS 585
CMYK 80 50 75 10
CMYK 35 20 50 0
CMYK 20 0 65 0
RGB 70 107 86
RGB 173 181 143
RGB 211 226 126
HEX #466b56
HEX #adb58f
HEX #d3e27e
Warm Grey 2
Cool Grey 2
CMYK 5 5 15 20
CMYK 0 0 0 20
RGB 198 195 181
RGB 214 214 212
HEX #c6c3b5
HEX #d6d6d4
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
10
Patterns
Our brand patterns have been created using the colon from the UAL logo as inspiration.
Patterns should be used subtly and never as a focal point.
Patterns are available to download from arts.ac.uk/our-brand. Always use the master
artwork and never recreate or change the pattern design. Patterns can be resized to suit
your needs but you should always keep the pattern proportions the same.
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
11
Tone of voice
The way we communicate is a reflection of our brand. A consistent, conversational and
authoritative tone of voice will ensure UAL is open, inspiring and creative. To ensure your
tone of voice reflects UAL as a competitive but supportive environment and encourages
readers to engage with us, follow these tips:
• Content should be short, simple and smart. Consider your audience and the best format in which to present your message to them.
• Create messages and stories that are warm, approachable and engaging. Try to reflect UAL’s creative, inspiring and public face in all communications.
• Be clear and straightforward. Some of the information we deal with is complex but the way we communicate it doesn’t have to be.
• Use plain English, and avoid jargon or unnecessary technical language. Use everyday
words where possible and always write with our international audience in mind.
• Avoid unexplained acronyms and abbreviations.
• While they may not be suitable for some formal applications, contractions such as
‘you’re’ or ‘we’ll’ should be used wherever possible to create a conversational tone
of voice.
• Humour can add warmth and personality but you should use it appropriately, carefully,
and only where relevant.
Full brand guidelines, templates and tools are available at arts.ac.uk/style-guide
12
Style guide basics
It’s important that we use a consistent and accurate voice. The full Style Guide is available
at arts.ac.uk/style-guide, but here’s some basic editorial guidance to help you with
everyday writing:
• In the first instance, the university is always referred to as:
University of the Arts London
The abbreviation UAL is only used once you’ve established its context and meaning:
University of the Arts London (UAL) is host to Europe’s largest postgraduate
arts and design community. UAL draws together six world-renowned Colleges.
• Colleges are listed in alphabetical order and the word College is always capitalised:
Camberwell College of Arts
Central Saint Martins
Chelsea College of Arts
London College of Communication
London College of Fashion
Wimbledon College of Arts
Abbreviations of College names should only be used once you’ve
established their context and meaning:
London College of Communication (LCC) is a pioneering world leader in design
and media education. The LCC experience is all about learning by doing.
• Dates should be written in the following format, without ‘th’, ‘rd’ or ‘st’. If you have
space, include the day of the week:
Tuesday 3 March 2015
• Academic years should be written as:
2015/16
• Times should be written as:
10am
10pm
Our full Style Guide is available at arts.ac.uk/style-guide
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10am - 11.30am
• In printed materials, the numbers between one and ten are written as words. When
writing digital content, on our website for example, 1 to 10 should be written as digits.
Anything from 11 onwards is written as digits, regardless of the platform. When getting
into the thousands or higher, include a comma:
Print: One, ten, 11, 150, 1,000
Digital: 1, 10, 11, 150, 1,000
• W
hen referring to a website it’s not common to use the prefix ‘http://www.’ unless the
website doesn’t work without it. Websites should normally be referred to as:
arts.ac.uk or ucas.com
• W
e use sentence case. This means we only use a capital letter at the start of a
sentence, including for headings. The only exceptions are for page titles on our website and when we use capital letters to show titles and names, when talking about our
Colleges or external companies, for example:
Accessories, footwear and jewellery is one of our 14 subject areas.
London College of Fashion’s BA (Hons) Fashion Marketing students have...
• Don’t overuse exclamation marks. They should be used sparingly to emphasise a
positive statement. Never use more than one at a time:
Congratulations to final year students!
• Apostrophe guidelines can be found in the full Style Guide, but generally follow this rule:
We admired the student’s work.
(We admired one student’s work).
We admired the students’ work.
(We admired several students’ work).
• W
e use ‘and’ rather than an ampersand (&). An exception to this rule is for page titles on
our website and for company names (like the V&A):
Student fees and funding.
Our full Style Guide is available at arts.ac.uk/style-guide
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