City, University of London brand guidelines 201616 City, University of London Brand guidelines 10ffi2 With large external advertising, that has a strong visual message to convey, the

Academic excellence for business and the professions

City, University of London brand guidelines2016

www.city.ac.uk


www.city.ac.uk

Version 1.1

Our identity

Our identity is not just a logo. It is a design scheme composed of a number of core elements that come together to create a distinctive look and feel. City, University of London is a great place to be and we want a brand that reflects this. An identity that can be ‘flexed’ to create material that resonates with a diverse array of audiences – be they international students or domestic corporate partners.

The following pages guide you through the core elements. They will assist you in designing and producing compelling communications with a high degree of creative flexibility.

City, University of London Brand guidelines 20162

The City identity is underpinned by our brand pillars. Essential components that define the character of the University. These components should be central to the themes that run through our collateral.

Brand pillars

London is a unique global hubA melting pot of diverse communities, cultures and businesses. A creative heartland that is admired the world over. We want to take ownership of this asset. London is our campus.

Heritage is our proof of valueOur commitment to deliver a quality education, memorable experiences and real career prospects for our students is based on our proven track record. City has been educating since 1894.

Academicexcellence is our currencyCity is a place where world-changing research is taking place and where our students benefit from lectures informed by the latest developments and delivered by world class academics. Our academics come from over 60 countries and they bring with them a global perspective and a commitment to providing City students with a supportive learning experience that challenges and inspires.

Business and the professions is our focusOur dual focus on academic excellence and employability is our point of difference from other quality universities. We equip our students with the knowledge, skills and attributes to be globally emplyable.


Brand toolkitSection 1.0

Our logo is the core element of our identity – a universal signature across all of our communications.

Our logo consists of two elements: the crest, and the framed text.

The logo is available in two variants. A full version for print use and a responsive version for digital use and merchandise (where absolutely necessary, see page 44).

Note that unlike our name (City, University of London) the logo does not include a comma.

Wherever possible the logo should be used in full, with the content it is placed on responding to this restriction.

These two variants of the logo are designed to emphasise, hierarchically, our identity, our position as part of University of London and our University’s heritage.

It should never be redrawn, digitally manipulated or altered. The logo must always be reproduced from a digital master reference. This is available in eps, jpeg and png formats. Always use the appropriate artwork format.

File formats eps: all professionally printed applications. jpeg: Microsoft and online. png: online usage.

Colour combinationsThe logo only appears in the following combinations: • Standard version – 2 colour, red crest and black logotype • Black – single colour • White – single colour

Colour useThe red and black of the University logo are key identifiers for our brand. Therefore all effort should be made to use the red and black variant and materials should be designed to account for this.

The University names and crest are registered trademarks and may only be used with permission of the University.

Cass Business School and The City Law School have their own logos. All

other Schools use the primary City logo on all

of their collateral.

Brand toolkitOur logo

PANTONE®

1797 CPANTONE®

Process Black C


Brand toolkitOur logo colour

The logo can appear in the following colour options. Wherever possible the standard 2 colour logo must be used. It is a pre-requirement that the logo should always be placed on a white space wherever possible.

Standard version – 2 colour for all light coloured backgrounds. Red crest and black logotype.

Black – single colour for use when reproduction is restricted to one colour or the 2 colour version is inappropriate to the design (though design should always aim to allow white space for the full colour logo).

White – single colour for dark backgrounds.

Accessibility The logo must always have good contrast with the background to ensure maximum impact and accessibility on all our communications.

The logo should appear on white wherever possible.

Do’s and don’tsThe logo has existed as a red and white variant to be used on dark backgrounds such as on merchandise. However, wherever possible the standard 1 colour logo must be used instead. The red crest is difficult to see on dark colours and fails accessibility standards so should be limited in its use.

Standard version – 2 colour Black – single colour (limited use) White – single colour (limited use)

Don’t forgetIf in doubt about changing the logo, don’t.

This logo variant has restricted usage largely limited to merchandise and liveries.

Don’t use over imagery, always make sure our logo is legible.


In order to ensure our logo has a strong impact and presence on every application, we have created a clear space zone for it.

Logo clear space zoneThis is calculated using half the width of the crest as illustrated.Please observe this rule and ensure that no other graphic elements (such as text or imagery) intrude into the clear space zone. This includes the edge of a page and is true for all media.

Brand toolkitPrint spacing

100

5

5

5

5


Our strapline represents the first 2 pillars that underpin our brand; academic excellence for business for the professions.

The top of the strapline aligns with the top of the logo. It is set at Meta OT Book, 10pt font with 10pt spacing and split over 2 lines as shown.

It should be either black, on a light background or white on a dark or colourful background.

The strapline should scale with the logo when on different sized paper.

Brand toolkitStrapline




Brand toolkitPrint placement (stationery and MS Office templates)

At A4 size the smallest text in the logo is 8pt. The same size as this text.

Logo height:A5 A4 A3 A0

30mm 40mm 50mm 160mm

40mm 40mm

30mm

50mm

A4 portrait

40mm

A4 landscape

A5

A4

A3

The logo is placed on a white background with a clear space zone determined by half the width of the crest on all sides.

Note that the grey rectangular box is not required around the logo in these instances.


The logo is held in a rectangular banner set at 10% Pantone Warm Grey 5. Heights for the logo can be found below.

Brand toolkitPrint placement

www.city.ac.uk


Main headingSubheading


www.city.ac.uk


Logo height:A5 A4 A3 A0

30mm 40mm 50mm 160mm

The vertical band space above the logo is 16mm on A4

The banner occupies half of the width of the shield, with the clear space zone around the banner being another half of the shield, as shown.

PANTONE®

Warm Gray 5

16mm

16mm


Our publication covers are layered - the logo sits in a band atop a subtle use of crest elements, photography or a combination of both, to add 3-dimensionality and ensure the logo is prominent on the page.

The bottom of the band is used to hold our University website address and should always be in City's red Pantone 1797C to link it directly back to the logo. This should always contain just www.city.ac.uk.

The use of crest elements is not fixed only to the designs shown below. Feel free to be creative but keep it subtle.

Brand toolkitPrint placement

www.city.ac.uk




www.city.ac.uk

PANTONE®

5115 C

PANTONE®

1797 C


The bottom band aligns horizontally with the top band, is 10mm tall (plus bleed) and the url is centred at font size 10.


Corporate and heritage publications such as graduation brochures, or annual reports, where the University's name might be part of the title, can include an enlarged, centrally positioned logo.

Note: The strapline remains in the same place as on standard publications.

Brand toolkitPrint placement (heritage)

Logo height:A5 A4 A3

55mm 65mm 75mm

The logo should be at or above centre, vertically and centred horizontally.

The title of the publication should always be beneath the logo.


www.city.ac.uk



www.city.ac.uk



Brand toolkitPrint placement (special)

PANTONE®

5115 C

PANTONE®

1797 C


www.city.ac.uk



www.city.ac.uk


PANTONE®

5115 C


On pull-up banners the logo should be centred horizontally as shown. When working with horizontal banners the logo is positioned left and centred vertically. Scale the logo and belly band to ensure the logo is as large as possible.

Note: When creating banners ask your client where the banner will be positioned to gain an understanding of the viewing distance. Ensure all text is legible at this distance and advise that content should be large and relatively cut-down to ensure impact.

Brand toolkitPrint placement (banners)

Logo height:2m tall banner

300mm HeadingSubheading

HeadingSubheading


Degree congregationJuly 6th 2016

Brand toolkitPrint placement (banners)


PANTONE®

5115 C

PANTONE®

5115 C

PANTONE®

1797 C

PANTONE®

1797 C

www.city.ac.uk


Brand toolkitUse of palette





www.city.ac.uk

Do not be afraid to use different colours when creating publications. Colour can be used to differentiate between similar publications and can be used to create a set.

PANTONE®

7468 CPANTONE®

7476 CPANTONE®

166 CPANTONE®

5115 C

PANTONE®

7463 CPANTONE®

7490 CPANTONE®

143 CPANTONE®

1797 C

www.city.ac.uk www.city.ac.uk www.city.ac.uk


With large external advertising, that has a strong visual message to convey, the logo and 'small-print' can be placed in the bottom left, separated from the artwork in a rectangular holding white space, with no band.

Note: The 'academic excellence for business and the professions' strapline can be flexibly placed within the white band area, to suit the copy.

This layout is only a guideline. Use this toolkit to best present the advert's message.

Brand toolkitPrint placement (large format advertising)

Logo height:Scaled depending on size

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IMAGE AREA

Allow space for the image below the white band - this elevates the logo and copy to the foreground.


Brand toolkitCity colours

Contemporary palette

Heritage palette

The City colour palette is at the heart of producing work that has appeal to different audiences. The colours are grouped into two main collections that can be used according to the application requirements. The Contemporary palette is ideal for more youthful and vibrant pieces whilst the Heritage palette is well suited to pieces that require more sobriety and a more understated feel.

Please use these references for all printed communications. The Pantone® and CMYK references for our colours are:

Contemporary palettePantone® CMYK RGB HEX

1797 2 98 85 7 R192 G15 B34 #C00F22166 0 78 100 0 R204 G102 B0 #E55302605 0 2 100 8 R247 G179 B52 #E2CC007490 58 6 90 19 R102 G153 B51 #6C953C7468 90 18 7 29 R0 G102 B153 #00759B513 58 99 0 0 R153 G51 B153 #8F2B8CWarm Gray 5 11 13 14 32 R153 G153 B153 #AFA79F Heritage palettePantone® CMYK RGB HEX

5115 53 91 21 72 R77 G41 B56 #4d29427630 40 78 70 46 R110 G53 B47 #6d352f465 20 30 70 15 R190 G159 B86 #bd9e567476 89 22 34 67 R0 G102 B102 #0050587463 100 62 12 65 R0 G51 B102 #0030502627 81 100 6 35 R51 G0 B102 #43165e7546 71 43 23 63 R57 G74 B89 #394a59

Metallic palettePantone® CMYK RGB HEX

877 NA NA NA871 NA NA NA

PANTONE®

1797 CPANTONE®

166 CPANTONE®

605 CPANTONE®

7490 C

PANTONE®

465 C

PANTONE®

7468 CPANTONE®

513 CPANTONE®

Warm Gray 5 C

PANTONE®

5115 CPANTONE®

7630 CPANTONE®

7476 CPANTONE®

7463 CPANTONE®

2627 CPANTONE®

7546 C

Metallic palette

PANTONE®

877CPANTONE®

871 C

The colour palette now includes the use of metallic inks for when considered appropriate. This is to be used according to the requirement – essentially when a printed piece may need a quality lift. We have specified silver and gold as standard. Other metallics from the Pantone range can also be used since they are all tonal variations of these two colours.

Please use sparingly and remember they do not translate well to digital reproduction either on screen or on print. Warm Gray 5 and Pantone 465C can be used as substitutes.

Black and white are key colours in our palette. Black should be used in most situations for text to ensure legibility. White text can be used on coloured backgrounds and white space itself is an important tool to allow a design to breathe. Spacing gives a sense of sophistication to designs.

Black White

C2 M98 Y5 K7

C53 M91 Y21 K72

C0 M78 Y100 K0

C40 M78 Y70 K46

C0 M2 Y100 K8

C20 M30 Y70 K15

C58 M6 Y90 K19

C89 M22 Y34 K67

C90 M18 Y7 K29

C100 M62 Y12 K65

C58 M99 Y0 K0

C81 M100 Y6 K35

C11 M13 Y14 K32

C71 M43 Y23 K63


Brand toolkitColour combinations

When considering the use of colour in a piece of collateral, we would ask designers to consider Pantone® 1797C and white as the starting point and select one or two additional colours to accompany it. The choice should be determined by the sense of the piece. More vibrant colours may be more appropriate for student-focused or sales pieces with more sober colours reserved for reports and items where a sense of gravitas is beneficial.

White is an important feature of the identity and should feature. This does not mean that colour and imagery shouldn’t be used in full, but please ensure that this is not at the expense of some presence of white.

There is no pre-ordained colour for departments or areas within the University and we would suggest avoiding this kind of permanent labelling. When choosing colour please consider the most appropriate options from the palette that will project the information clearly, effectively and complement your images.

We have introduced the idea of blended colours. These combinations provide a new dimension to the use of colour in our material. Consider your colours wisely.

Considered colour usage makes graphics more effective. Undisciplined colour usage and tonally inappropriate combinations will dilute the impact of our identity. Therefore you should only use colours from our palette. Some suggested colour combinations are shown opposite.

Contemporary/HeritageVibrant/Energetic Muted/Contemplative

Don’t forgetColour combinations are a guidence only and are not fixed.

PANTONE®

1797 CPANTONE®

166 CPANTONE®

605 CPANTONE®

7490 CPANTONE®

7468 CPANTONE®

513 CPANTONE®

Warm Gray 5 CPANTONE®

5115 CPANTONE®

7630 CPANTONE®

465 CPANTONE®

7476 CPANTONE®

7463 CPANTONE®

2627 C

Gradients

PANTONE®

1797 CPANTONE®

5115 CGradient

PANTONE®

605 CPANTONE®

166 CGradient

PANTONE®

513 CPANTONE®

2627 CGradient

PANTONE®

7468 CPANTONE®

7463 CGradient

Colour combinations

PANTONE®

605 C

PANTONE®

166 C

White PANTONE®

5115 C

PANTONE®

513 C

White PANTONE®

1797 C

Black

White


Brand toolkitTypefaces

Our typographic style is bold and confident. These are the three typeface options for all our communications. Typography is the key element to the new City identity.

FF Meta OTThis is our primary typeface. We use FF Meta OT for headlines and detail copy and pull quotes. This is available in a variety of weights.

FF Meta OT SerifThis is our supporting typeface. We only use FF Meta Serif for body copy. This is available in a variety of weights.

ArialFor web text applications and Microsoft Office applications, we use Arial. This is a standard font within Microsoft Windows and many other software packages.

FF Meta OT is available to purchase from fontshop.com

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ0123456789!@£$%&*()-+





FF Meta OT Bold

FF Meta OT Medium

FF Meta OT Light

FF Meta OT Book

FF Meta Serif OT Collection

Don’t forgetFF Meta OT is the primary typeface for City, University of London.


Brand toolkitTypographic style

Distinctive, well designed typography strengthens and adds character to our communications. Our typographic style is strong, clear and simple: we pride ourselves on the clarity of our communications.

General principles To achieve the correct appearance of our new typeface, it’s important that the leading and kerning is consistent. Always avoid extreme spacing.

• All headings should be set as sentence case using the style indicated. Try to avoid too much leading and leaving the kerning too open. Over-tightening the leading and kerning also weakens the legibility of the message.

• Body copy should be readable and clear and set as indicated. Try to avoid tightening both the leading and the kerning to enable the text to fit. Do this by either editing or allowing more text to fit in your design. Do not fill space by opening the leading and the kerning. White space is important to allow design elements to breathe. Do not feel the need to fill space with type at the expense of the white space.

• Any text in 7pt or below should be set in FF Meta for legibility.

Alternative typefaces and inconsistent or inappropriate use of typography will damage our identity.

This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is too tight. This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is too tight. This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is too tight. This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is too tight. This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is too tight.

Main heading styleSub-heading style

This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is just right. This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is just right. This is an example of body copy set in FF Meta Serif Book that has a leading and letter spacing that is just right.

FF Meta Serif Book LF set in 9pt on 8pt leading with a kerning of minus 40.

This is an example of body copy set in FF Meta Ser if

Book that has a leading and letter spacing that is too

open. This is an example of body copy set in FF Meta

Serif Book that has a leading and letter spacing that is

too open. This is an example of body copy set

FF Meta Serif Book LF set in 9pt on 10pt leading with a kerning of minus 10.

FF Meta Serif Book LF set in 9pt on 15pt leading with a kerning of plus 80.

Main heading style Sub-heading style

Main heading styleSub-heading style

FF Meta OT Bold LF set in 29pt and 18pt on 17pt leading with a kerning of minus 80.

FF Meta OT set in 29pt on 30pt leading and FF Meta OT 20pt on 21pt leading with an 2mm space after with a kerning of minus 20.

FF Meta OT set in 29pt on 34pt leading and FF Meta OT 20pt on 34pt leading with an 2mm space after with a kerning of plus 40.


Brand toolkitIcons

Icons are an important feature of the identity. They should provide clear sign posting and indicate direction and calls-to-action in an immediate and simple way.

The icons do follow a convention. Icons reversed out of solid colour represent calls-to-action. Icons placed on white such as Facebook, represent 'touch points' such as social media.

New icons will need to be added as new social media and technologies emerge. However, please do not add icons without prior approval.

New icons should be clearly identifiable.

Email [email protected]

Telephone enquiries+44 (0)20 7040 0248

Find out more, visitwww.city.ac.uk/employskills

Follow us onfacebook.com/namehere

Watch on youtube.com/namehere

Icon sizes should be reflective of the document. A good standard size recommendation for an A4 document is a 10mm icon with the call to action set in FF Meta OT Medium 9pt on 10pt and the details below set in FF Meta OT Light.

Icon colours should be reflective of the colours used in the document or advertisement they appear on.

Don't forgetAny new icons used for City, University of London should be designed in line with the current set.

Follow us on twitter.com/namehere


Brand toolkitThe crest: our graphic palette

City’s heritage is the foundation on which we build our reputation. The City crest is the graphical representation of our history and now contributes a series of graphic elements to the visual identity.

Rather than show the crest as a recognisable shape or rely on randomly selected sections, we take a macro perspective on the graphical elements that make up the whole.

These elements are pre-selected and should be used singularly or as multiple elements working together to create graphical interest. They are provided as part of the brand tool kit.

Use the shapes to house images, create white space for the logo or simply break up the page.

The shapes should be used sparingly but can be used on inside pages.

Graphic palette elements origins.

Crest Graphic Element 4





Brand toolkitThe shapes in action

Do not over use the shapes. Remember, they do not always have to be used. Imagery does not have to sit within a shape; if a large image is the key focus of a page then either do not use a shape at all, or just use the small linear strip or one expanded shape only.

Do not make the image compete with the system. Explore the delicate subtlety of the system.

Step 1Using Crest Graphic Element 1multiply, angle and overlay.

Step 2Cut and pasted inside area.

Step 3Add imagery, colour and graphics.


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A new direction

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Brand toolkitThe shapes in action

Don’t forgetShapes can only to be used on the outside and inside cover of publications and the internal advertising within.

Step 1Using Crest Graphic Elements 3 and 4multiply and overlay.

Step 2Cut and pasted inside area.

Step 3Add colour and graphics.


HeadingSubheading


Brand toolkitPhotography ‘People and Places’

Photography is a powerful element of our identity. Through the subject matter we choose and the style of the imagery, we have the ability to create a bold, dynamic and unique identity.

Avoid the gratuitous use of images. Dull, poor quality, uninspiring and clichéd images are detrimental to our identity and the effectiveness of your communications. Only use images that add relevance, personality and atmosphere. An eye-catching headline, distinctive typography, inspirational quote or graphic pattern is more effective than a poor-quality image.

PeopleWhen featuring people, there is no set rule on composition. However, if you are featuring individuals, shots of them in context are very important. These natural scene-setting images say a lot. If a more intimate portrait of somebody is required, consider shooting them looking to camera and always feature their eyes. Keep it natural. Remember, a positive shot isn’t always a smiling one.

People should never be portrayed in such a way as to make them seem isolated or alone.

Places Our images showcase our London-centric personality. They have a spontaneous, offbeat feel, with the architecture, heritage, art, textures and diverse culture of London as a backdrop. Images are cropped at unusual angles and are taken from aerial viewpoints. Cropping into fine detail and exploiting unusual perspectives can help existing images become more dramatic and differentiating. Creating a visual tension between historic and contemporary elements works well to reinforce the University's relevance and heritage.


Brand toolkitPhotography treatment

Images can be full colour or monotone. When choosing photography, consider the vibrancy and energy of the image in the same way that you would consider colour use. There is no set rule but it is about creating visual balance. A muted or mono image works well with muted colours and with bright colours but the effect will be very different.

Examples on the right show how an image can be used full colour, greyscale or with a colour treatment. When colour-treating, always place the colour overlay on a greyscale version of the image for best print production.

When implementing a greyscale treatment use strong contrast to create deep blacks and bright whites. Avoid washed our results that have less depth and impact.

Welcometo City2016

PANTONE®

5115 C

PANTONE®

1797 C

Pantone 5115C and 1797C gradient set to overlay 100%


Brand toolkitIllustration

28 City Magazine

Looking back

There is no fixed style of illustration for City but the style chosen for a document should convey the values of its content.

Illustrations should use our colour palette wherever possible. Exceptions to this include artists impressions of photographs.

Illustration should never overwhelm the key messaging of a publication and should be used sparingly.

Line art illustrations are a powerful way of conveying elegance and style in corporate documents that require a 'heritage' approach. A strong monotone style can work extremely well with our colour palette.

Avoid using stock illustrations where possible. City is unique and our illustrations should be too.


Infographic toolkitSubject icons

The icons are used to represent subject areas at City. As each icon can be used to represent various courses, any new icons should be designed to best represent the subject area whilst being flexible enough to cover multiple courses.

Gradient and colourThe icons are all filled with a gradient transitioning from a lighter to a darker shade. The gradient should appear at 45° whilst the location can vary.

The colour selected is flexible and left to the designer’s discretion. Please refer to page xxx for more details on possible colour gradients.

Engineering NursingJournalism Law Computer Science

Suggested colours in which subject icons

may appear. The gradient angle should

always be 45°.


Infographic toolkitIcons

Icons for use within infographics should appear consistent and demonstrate the same styling.

Any additional icons developed should feature a similar stroke weight with outer rounded edges whilst also taking in to consideration the negative spacing between elements. Following this stylisation helps to form a cohesive collection of icons and strengthen any infographic.

SizingThere are no size restriction when using the icons, this is left to the designer’s judgement on how best to fit the space allocated. The saved vector format gives flexibility for the icon to appear in any size with no loss of clarity.Where multiple icons are used, please ensure that the smallest icon on the page is no smaller than either 25mm high or 25mm wide, based on the proportion of the icon. Please see the examples provided.

Female Male Funding/Money Careers/Employability

25mm

25m

m

The minimum size should either be

25mm high or 25mm wide.


Infographic toolkitCharts

The visual style of charts is an important feature of City’s brand. Charts and infographics often contain complex information, creating a clean and consistent theme helps the audience to easily digest the information.

Stylisation• Accompanying type or lines to appear in 100% black

• Designs should be clean and simple - the colour palette will add the necessary stylisation without detracting from the clarity

• Where connecting data or lines are required, a dotted line should be used

• Pie chart central roundels should be filled white

• Where relevant, a white stroke should appear in order to give a definitive break in information.

£500,000

£1,000,000

£1,500,000

2014-152013-14

Trust and Foundations

IndividualDonors

OtherLivery Companies

CorporateSupport

£500,000

£1,000,000

£1,500,000

2014-152013-14

OtherLiveryCompanies

CorporateSupport

Trust andFoundations

IndividualsDonors

10%

14%

5%

19%22%

24%

6%

PGT 2015 INTAKE

MaleF emale


10%

14%

5%

19%22%

24%

6%

PGT 2015 INTAKE

Infographic toolkitChart colours

Any corporate colours can be used when producing charts, although it’s recommended where multiple colours are required, to follow the visual order as per page 18. Following this order helps to provide an organised and smooth transition in colour, in addition each swatch has unique colour values which help to differentiate between information.

Contemporary palette

Heritage palette

PANTONE®

1797 CPANTONE®

166 CPANTONE®

605 CPANTONE®

7490 C

PANTONE®

465 C

PANTONE®

7468 CPANTONE®

513 CPANTONE®

Warm Gray 5 C

PANTONE®

5115 CPANTONE®

7630 CPANTONE®

7476 CPANTONE®

7463 CPANTONE®

2627 CPANTONE®

7546 C

C2 M98 Y5 K7

C53 M91 Y21 K72

C0 M78 Y100 K0

C40 M78 Y70 K46

C0 M2 Y100 K8

C20 M30 Y70 K15

C58 M6 Y90 K19

C89 M22 Y34 K67

C90 M18 Y7 K29

C100 M62 Y12 K65

C58 M99 Y0 K0

C81 M100 Y6 K35

C11 M13 Y14 K32

C71 M43 Y23 K63


PGT 2015 Intake

9%under 21

71%aged 22-29

20%aged 30+

FEMALE

56%

MALE

44%

international studentsfrom 160 countries

7000+

OF STUDENT BODY

36%

total

Infographic toolkitInfographic creation

When producing an infographic the graphical elements should tell a self-contained visual story with any relevant facts clearly linked. Any selected colours should be complimentary and work well together.

2013 International highlights

25GLOBAL PARTNERSHIPS

(outside of the EU)

120

student exchanges

plus

No.1 in the UK for outbound

sta� mobility90 sta� members travel abroad as

part of the Erasmus Scheme

in international-to-total student ratios

QS Global Rankings 2013/14

Top 20

STUDENTS STAFF

25%

Percentage of international students and faculty

International36%International


ApplicationsSection 2.0

ApplicationsPutting it all together

When designing a piece of work, consideration should be given to the target audience. The vibrancy of colour, use of graphics and style of photography should be carefully considered to maximise the appeal and relevance to the audience. The graphics can be used at large sizes and cropped, or as outlines, or to accommodate special print finishes, for example embossing or spot varnishes. However, they should always be recognisable as the shapes.

Literature combines all the elements of our brand identity into one of our most visible communication tools. It is through our literature that people find out more about us, our courses and our services. They promote the reputation of the University and provide a vital link with our audiences.

Don’t forgetCreate families of materials. The colour palette allows you to create strong visual links across all the University's communications.

Muted/ContemplativeCorporate or heritage

Contemporary/HeritageCourse information brochures

Vibrant/EnergeticStudent recruitment brochures


ApplicationsCovers

Our publication style is vibrant, confident and engaging. Publication covers use colour and subtle use of the crest elements to create distinctive communications. The palette allows you to highlight and signpost information, create holding devices for images and typography and link families of materials. It can also be used to create an illustrative graphic or overlay. The position of imagery, graphics and text is not fixed. Use the grid structure to ensure layouts are balanced and uncluttered.

Logo size and placement is consistent on all A4 publications. The website address appears in a consistent size and position.

1. Logo40mm (measured across the full height of the crest). The logo only appears in City Red (crest) and black (logotype), black only or white reversed out of an image or colour.

2. StraplineThe strapline, ‘Academic excellence for business and the professions’ is set in FF Meta OT Book at 10pt, and descends from the top of the logo. It is right aligned and splits over two lines.

3. HeadlinesHeadlines are set in FF Meta OT in sentence case and aligned left within the grid structure. They have no fixed size but should be scaled to suit the copy length and give the most appropriate feel to the layout. A good standard recommendation is 55pt on 55pt leading, at A4, as shown here. Always write clear, concise headlines. Do not use Meta Serif for headlines.

4. SublinesWhere sublines are used they should be set at an appropriate size. For example when working with a 55pt headline, they should be set at 30pt on 32pt leading with a space after the headline of 2pt. Alternatively, the same font size as the headline can be used, but in Meta Light.

5. Web addressThe copy is centred in the bottom rectangle, both vertically and horizontally. It should always be the main city address, with other areas of the publication being used for deep links. It takes its colour from the key colour of the publication cover. If the cover does not use a colour, then the text should be red Pantone 1797C.

All text can be set in any colour from the palette on a white background or over a graphic shape, but should always be clearly legible.


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63www.city.ac.uk62 City University London Undergraduate Prospectus 2014/15

The BSc Economics provides opportunities for students to broaden their horizons by European exchange and placement year schemes and through student-led Economics Society activities. Students will develop a range of transferable skills, disciplinary knowledge and an understanding of economics, delivered by research-active experts in the field.

Course structure The first year lays the analytical and conceptual foundations of economics by core modules in introduction to microeconomics, macroeconomics, data analysis and mathematics in addition to modules covering examples of real-world applications of economics to important practical problems. The first year aims to give a broad understanding of the subject area that will be further developed in the second year.

The second year builds on these foundations by providing intermediate-level core courses in macroeconomics, microeconomics and econometrics. Students can see how economics is applied to areas of interest by choosing from elective modules in Money and banking, Global financial markets, International trade and Intermediate mathematical methods. These allow an insight into more specialised subject areas that can be concentrated on further in the final year.

The final year gives students the opportunity to apply their knowledge of core concepts to a specialised research project chosen from a list of approved topics.

UCAS code

L100

Duration

3 years or 4 years with work placement option

Entry requirments

Typical offers require one of the following:

'A' Level

AAB

360 UCAS tarriff points

IB

35 points

English language requirements

IELTS: 6.5

TOEFL (internet-based): 100 – 105

GCSE: Grade B or equivalent in English Language

This course is vocationally flexible and provides a range of future career and study choices. The structure and content of the degree have been designed and are continually updated to strengthen students’ understanding of key concepts and tools and to highlight the practical link between theory and real-world applications.

Economics BSc (Hons)

Other courses you may like

BSc (Hons) Economics and Accountancy

BSc (Hons) Financial Economics

Year oneAll core or alternate-core modules:• Dataanalysis• Introductiontomacroeconomics• Introductiontomicroeconomics•Mathematicsforeconomists• Topicsinappliedmacroeconomics• Topicsinappliedmicroeconomics.

Year twoCore modules:• Intermediatemacroeconomics• Intermediatemicroeconomics• Introductiontoeconometrics

Year threeCore modules:• Appliedeconometrics• Financialeconomics.

Assessment is usually by means of coursework and unseen examination. Coursework may consist of standard essays, individual and group presentations, group reports, classwork, unseen tests and problem sets.

Career opportunitiesEconomics graduates have gained the professional skills and experience that employers demand. Recent economics graduates from City have gone on to further study in economics, business, finance and management at London School of Economics, SOAS, Liège and Cambridge. Recent employment destinations include Bloomberg, Barclays Bank, Barclays Wealth and Investment Management, PricewaterhouseCoopers, DeloitteandtheGovernmentEconomic Service.

Economics is the study of the production, distribution and consumption of wealth. Microeconomics investigates the behaviour of individual agents in specific markets, while macroeconomics studies the consequences of that behaviour for the economy as a whole.The first two years of undergraduate courses are typically based on a series of core theory modules in microeconomics and macroeconomics and quantitative methods including mathematics, statistics and econometrics. The second and third years include a range of elective modules in such areas as industrial, financial, health, labour and monetary economics that apply first year concepts and methods to various economic specialisms.

Studying Economics at City

TheDepartmentofEconomicsatCity University London can offer an international experience with both staff and students from a very large range of countries. Most staff are research-active, creators as well as consumers and transmitters of the course content. Economics and FinancialEconomicsstudentshavethe opportunity to complete a small-scale research project in their final year. Economics and Accountancy students gain exemptions from professional examinations awarded by such bodies as the ACCA, Chartered Institute of Management Accountants and Institute of Chartered Accountants in England and Wales.

Opportunities for work placements

Undergraduate students can spend four years completing their degree by undertaking a work placement between parts two and three. The degree then awarded is then BSc FinancialEconomics,Economics,orEconomics and Accountancy, “with Integrated Professional Training”. Recent placements have been with HM Treasury, RBS, GlaxoSmithKline, theForeignandCommonwealthOffice, PricewaterhouseCoopers, theDepartmentforWorkandPensions,theMinistryofDefence,GoldmanSachsandtheFinancialOmbudsman Service.

Opportunities for study abroad

Students on the Economics and FinancialEconomicsdegreesmaytakeone or two terms in their second year or the first term of their third year studying at one of our partner institutions in Barcelona, Cagliari, Madrid, Rotterdam and Toulouse on the British Council Erasmus scheme. Modules at these institutions are carefully selected to ensure comparability and to satisfy the prerequisites for part three modules. No fees are payable and a grant is awarded. There are also opportunities for study abroad with our partner institutions in Boston, Istanbul, Berlin, Hong Kong and Seoul.Formoreinformation on the Erasmus scheme, see www.britishcouncil.org/erasmus

Research in Economics

Ignamus acerora tempor auditia denduci lignat quatis el molo blabore henimagnimus nos mi, estios audit quo dest laborit as que que santiae int as reratem que quis secaborpore, tes voloribusa susanimet, conestrum re inctota temoditas rem rempor sit, officiis. Ignamus acerora tempor auditia denduci lignat quatis el molo blabore henimagnimus nos mi, estios audit quo dest laborit as que que santiae int as reratem que quis secaborpore, tes voloribusa susanimet, conestrum re inctota temoditas rem rempor sit, officiis.

Find out more about Economics

• SeetheEconomicsNetwork/ Royal Economic Society “Why study Economics?” www.whystudyeconomics.ac.uk

• Keepuptodatewitharticlesrelated to economics and finance in The Economist andFinancialTimes(bothofwhich students receive free).

• Explorethewealthoffascinatingmaterial on the websites of HM Treasury www.hm-treasury.gov.uk, the Bank of England www.bankofengland.co.uk and the European Central Bank www.ecb.int.Forasometimesmore sceptical view, see such think-tank sites as the Institute for FiscalStudieswww.ifs.org.uk


Telephone enquiries+44 (0) 20 7040 8521

Find out more, visitwww.city.ac.uk/arts-social-scienceswww.city.ac.uk/courses

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ApplicationsTypographic layouts

All of the below descriptions are guidelines only and are not compulsory. They are provided at A4 and should be scaled when necessary.

1. Main headingHeadlines are set in FF Meta OT Medium 28pt.

2. Sub-heading level 1Subheadings are set in FF Meta OT Light 20pt on 21pt leading.

3. IntroductionIntroduction text FF Meta OT Light 14pt on 15pt leading.

4. Boxed copyDetail heading text is set in FF Meta OT Medium 9pt and the descriptive text below is set in FF Meta OT Light 9pt on 10pt leading.

5. RulersIf the design requires rulers, they are set at 0.5pt dotted (Japanese) lines in black.

6. Body copyBody copy is set in FF Meta Serif OT Book 9pt on 10pt leading.

7. Subheading level 2Subheading Level 2 is set in FF Meta Serif OT Medium 10pt on 11pt leading.

8. IconsIcons should be scaled to work with the document size and grid. A good standard size recommendation for an A4 document is a 10mm icon with the call to action set in FF Meta OT Bold 9pt on 10pt and the details below set in FF Meta OT Light.

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ApplicationsCover grids

A basic 6-column grid exists for all our front covers. For larger and smaller formats the proportions should be scaled accordingly.

A basic 12-column grid has been created for all our inside spreads. For larger and smaller formats the proportions should be scaled accordingly. Layout is flexible but always clearly signpost the content of each spread and allow as much clear space as possible. Clear space is important for impact and legibility.

The logo sits off the grid.

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Don’t forgetStructure and balance. Use the grid structure to create an underlying foundation for all our publications.

A4All measurements in millimetres.


ApplicationsA4 spread grids

A basic 6-column grid exists for all our front covers. For larger and smaller formats the proportions should be scaled accordingly.

A basic 12-column grid has been created for all our inside spreads. For larger and smaller formats the proportions should be scaled accordingly. Layout is flexible but always clearly signpost the content of each spread and allow as much clear space as possible. Clear space is important for impact and legibility.

The grid allows the option of 6 to 1 column of copy per page and flexible alignment points for text, graphics and images.

1. Top navigationConsider using multiples of the logo banner's width for top navigation.

2. PaginationConsider using the bottom rectangle from the cover to hold numbering or similar information on smaller publications.

Don’t forgetStructure and balance. Use the grid structure to create an underlying foundation for all our publications.

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City, University of London is an independent member institution of the University of London. Established by Royal Charter in 1836, the University of London consists of 18 independent member institutions with outstanding global reputations and several prestigious central academic bodies and activities.

www.city.ac.uk

Find out more, visitwww.city.ac.uk/msc-research-methods



City, University of LondonNorthampton SquareLondon EC1V 0HBUnited Kingdom

ApplicationsBack cover and contact information

We have a consistent style for our contact information on all back covers. Back covers can be free of any cover creative or the graphic from the front can bleed around, depending on the piece.

1. Contact detailsContact details are always ranged left and aligned with the cover grid at the top of our grid structure. The colours can change to match the theme used within the piece.

Contact details should contain the following information:

City, University of London Northampton Square London EC1V 0HBUnited Kingdom

All other information is set in FF Meta OT Book. Any appropriate colour from the palette can be used, but please choose with accessibility in mind.

Please resize proportionately for alternative publication sizes.

2. IconsIcons should be scaled to work with the document size and grid. A good standard size recommendation for an A4 document is a 10mm icon with the call to action set in FF Meta OT Bold 9pt on 10pt and the details below set in FF Meta OT Light.

3. BoilerplateThe boilerplate is an essential element of our back cover, showing the heritage and links of our University with University of London.

The copy is set at 9pt on 10pt in FF Meta Serif OT Book. The colour of the text can change according to the piece, but should always be clearly legible.The University of London logo is positioned to the right and is used in either standard or white-text versions, depending on the background colour of the document.

The boilerplate copy is as follows:City, University of London is an independent member institution of the University of London. Established by Royal Charter in 1836, the University of London consists of 18 independent member institutions with outstanding global reputations and several prestigious central academic bodies and activities.

The boilerplate can be positioned flexibly depending on space, but must always be formatted in this way, with the logo on the right of the text.

4. WebsiteThe copy is set at 16pt in FF Meta OT Bold. The colour of the text can change according to the piece, but should always be clearly legible.

If using a deep URL ensure you have been provided a 'shortened' URL - readers will not want to type a long URL with multiple slashes.


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ApplicationsCo-branding and partnerships

Independent and partnership organisations that are working with City, University of London sometimes require joint branding. This works on two different levels of branding hierarchy. The co-branding or partnership logo should never visually dominate the City logo.

Joint ventures This is when a partnership organisation is working alongside City in a joint initiative. The other organisation’s guidelines should also be consulted. On front covers the partnership logo can appear in white, black or its own colour, provided this complements the design and print specification.

It should be placed above the sponsorship logos at the base of the page, ranged left and aligned with the grid structure. When there is more than one partner, place the logos side by side and scale proportionally.

Sponsorship This is when City is the lead organisation and the partnership organisation is sponsoring the initiative either exclusively or with others. The sponsor’s logo should not dominate the School logo. It can appear in white, black or its own colour, provided this complements the design and print specification. It should only appear on the lower front cover at the base of the page, ranged left and aligned with the grid structure.

Accreditation This is when City is the lead organisation and the partnership organisation is endorsing the initiative. The accreditation logo should not dominate the University or School logo. It can appear in white, black or its own colour, provided this complements the design and print specification. It should only appear on the outer back cover at the base of the page, ranged left or right and aligned with the grid structure.

City, University of London is an independent member institution of the University of London. Established by Royal Charter in 1836, the University of London consists of 18 independent member institutions with outstanding global reputations and several prestigious central academic bodies and activities.

www.city.ac.uk

Find out more, visitwww.city.ac.uk/msc-research-methods



City, University of LondonNorthampton SquareLondon EC1V 0HBUnited Kingdom

Accreditation area

AccreditationA4 back cover placement.


www.city.ac.uk


Partner logo

Sponsor logo Sponsor logo

In partnership with

Sponsored by

Joint ventures/SponsorshipA4 front cover placement.


ApplicationsSpecial occasions

Creating a sense of occasion or raising the perceived value of a piece, even adding a sense of heritage, can be achieved with the use of special print effects.

Foiling, varnishes and special inks as well as interesting paper stocks, can all contribute to the look and feel of the event.

Consider using a band that matches and overlays the logo to add another layer of sophistication to the publication.

Metallic inks printed in monotone can be extremely striking.


SignageSection 4.0

The logo signage is placed on a white or metallic plaque wherever possible to enhance the visibility of the text and to provide framing for general clarity.

ClarityThe key aspect of signage is clarity. The logo should be placed as large and as visible as possible in the given situation so that members of the public can identify us easily. The logo should never be placed on a dark or noisy background such as brickwork.

Logo clear space zoneThis is calculated using half the width of the crest at 50% size, as illustrated. This spacing is considered the minimum clear zone for signage.

Please observe this rule and ensure that no other graphic elements (such as text or imagery) intrude into the clear spacezone.

If necessary, the logo can be placed as a vinyl on a window, providing the area is well lit and the placement results in greater clarity for members of the public than any other option in the area.

ColourTo ensure the logo is clearly identifiable only the full colour version of the logo should be used.

Note: Internal informational signage such as a no smoking sign does not require the logo.

Brand toolkitSignage placement


College Building

College Building

College Building College Building

College Building

College Building

Justification

1. VerticalThe logo should be positioned above the text, filling the width of the text. The logo should not be placed below the text.

2. HorizontalThe logo should be justified to the left of the text, filling the height of the sign. It should never be right-justified.

3. InsetWhen it is not possible to use option 1 or 2 the logo should be top-left justified.

1. 2.

3.


Logo size

The recommended minimum height for the logo in external situations is based on the word 'University' being 25mm tall.

Including the clear space zone, the minimum height of the logo is 32cm.

This is considered a minimum and the logo should be sized and positioned to be as impactful as possible.

25mm


MerchandiseSection 4.0

There is a secondary variant of the logo which is only to be used when space does not permit use of the full logo. This version omits the crest, allowing it to fit the print area of merchandise or as a responsive digital asset.

It is only to be used where the full logo would take the ‘University of London’ font size below 6pt or the proportions of the design do not allow for content text to be displayed at 9pt size with the full logo.

The logo should be placed as large as possible, on a light background as per full logo guidelines.

Brand toolkitMerchandise


Further informationSection 6.0

Further informationContacts

If you require any assets or additional help with additional guidelines on imagery, design or typography, please contact our marketing team.

This document will be updated from time to time with minor adjustment and can be found at www.city.ac.uk/brand.



City, University of London Northampton Square London EC1V 0HBUnited Kingdom

T: +44 (0)20 7040 8023E: [email protected]/brand

www.city.ac.uk


Find out more, visitwww.city.ac.uk/brand


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Documents

City, University of London brand guidelines 201616 City, University of London Brand guidelines 10ffi2 With large external advertising, that has a strong visual message to convey, the