August 2014. Version 1.5

IDENTITYSYSTEMGUIDELINES

Whether you’re starting out, moving up or starting again

WE’RE READY WHEN YOU ARE

Contents | 02

03 Our brand

04 Our Identity04 Our logo05 Logo exclusion zone06 Logo sizes06 Logo positioning07 Skeleton logo08 Statement09 Strapline

10 Brand elements11 Colour palette12 Corporate typeface14 Super headers15 Brand messaging16 Image style

17 Putting it together18 For print20 For web

24 Summary

CONTENTS

Our brand | 03

We have recently completed a branding process that has been designed to reflect our personality as an organisation, including our values and the various things that make University of Derby Online Learning (UDOL) different or better than our competitors.

Our new brand is a precious commodity and has to be used consistently to ensure that we increase our profile, stand out against the competition, and are remembered by our target audiences. This guidelines document has been compiled to help you to use the brand consistently to ensure that it is always consistent and impactful.

OUR BRAND

Our logo

Our identity | 04

The logo is available as a graphic object and should not be recreated, stretched or modified in any way.

The logo consists of the icon and the logotype featured together in the blue tab. The icon and logotype should be treated as a single unit and should never be separated.

Only the approved logos featured in these brand guidelines should be used in Online Learning marketing collateral.

Obtaining copies of the logo

Master copies of the logo can ONLY be obtained from the University of Derby Online Learning Marketing Team. To receive copies of the logo, please contact Lucy Foster or Sara Elliss:

l.foster1@derby.ac.uks.elliss@derby.ac.uk

Icon Logotype

Logo

OUR IDENTITY

Logo exclusion zone | 05

Minimum Size

There are no predetermined sizes for the logo but it should be scaled proportionally with all guidelines adhered to. The minimum size for the logo is 40mm.

Exclusion Zone

The online learning logo maintains a stronger presence and communicates more effectively when it is surrounded by sufficient space. To ensure the logo is not subjected to visual interference, a minimum clearance distance has been established.

This space is determined by the height of two hills from the logo icon, or 25% of the total logo width. No type or images should appear in this area unless the logo is overlaid on a feature brand image.

25%

LOG

O W

IDTH

40mm

Logo exclusion zone

Logo sizes

Logo positioning | 06

For print

The online learning logo has a fixed position in the top right corner of the page, it is always placed flush with the top of the page and the distance from the right hand side is a minimum of 25% of the logo’s width.

For web

The online learning logo has a fixed position in the top left corner of the header. It is always placed flush with the top left corner of the containing area.

Logo positioning

Skeleton logo | 07

The full logo within the logo tab should always be favoured, however for the occasions when it can’t be used, such as on the reverse of literature or when used in association with other brands the skeleton logo can be adopted in its place.

Turquoise

White-out

Mono

35mm

Minimum Size

There are no predetermined sizes for the logo but it should be scaled proportionally with all guidelines adhered to. The minimum size for the logo is 35mm.

Colour Variations

The skeleton version of the logo should be used in turquoise wherever possible, when this isn’t feasible the white-out or mono versions can be used.

Exclusion Zone

The exclusion zone for the skeleton logo is determined by the height of the hills from the logo icon. No type or images should appear in this area unless the logo is overlaid on a feature brand image.

Skeleton logo

Statement

Statement | 08

This is our positioning statement, which should appear on external marketing communications, whilst also being used as a statement to unite our team.

The purpose of this statement is to reflect the fact that we are a dedicated business divisionthat is completely focused on helping our customers to achieve their aspirations and fulfiltheir ambitions.

The statement can also be used as a challenge to our customers, who may want to learn new skills or gain new qualifications, but who have not taken the step to return to education.

Whilst being bold and confident, the statement also has a sense of warmth and collaboration, implying that the UDOL team are ready to help each of their customers to achieve their goals and improve their lives. It conveys partnership and caring, which are key messages for theUDOL brand.

Whether you’re starting out, moving up or starting again

WE’RE READY WHEN YOU AREPrelo SemiBold

See page 15 - ‘super header’ - as a guide to creating the banner.

Strapline | 09

The core positioning statement is also adapted to form our strapline - ‘we’re ready when you are’. This strapline must have a close relationship with a series of interchangeable brand messages.

Strapline

The flexibility of the strapline and its use supplementary to brand messages allows us to tailor our communications quickly and easily to all of our different target audiences, their interests and their individual needs state. The strapline allows us to directly question our customer with emotive statements, immediately aligning UDOL with their own ambitions and aspirations.

Ready for a better future?

WE’RE READY WHEN YOU ARE

Ready to change lives?

WE’RE READY WHEN YOU ARE

Ready for a British degree?

WE’RE READY WHEN YOU ARE

For example

Brand elements | 10

Our brand has been designed to reflect our ethos and values as an organisation, manifesting itself visually in a variety of different elements:

� Colour palette

� Corporate Typeface

� Super headers

� Brand messaging

� Image style

BRANDELEMENTS

Colour palette | 11

Our print colour palette is simple, bold and distinctive. The primary colours used to represent our brand are different shades of turquoise, with bright yellow used as an accent colour to highlight important information such as our web address.

We use our primary palette plus some specifically chosen additional colours - only for use online. Orange is used for call to actions and to create urgency, eg. buttons. Lilac, green and grey are used as secondary colours in the sidebars, eg. background colours for course details.

Yellow should only be used sparingly and reserved for instances where real emphasis is required, for example to highlight a path within our web address. To ensure stand-out and legibility, it should only be used on a turquoise background, never on white.

Turquoise is our brand colour, and used consistently, will be a key factor in visually distinguishing the UDOL brand from our competitors.

Turquoise

Pantone® 549CCMYK 71/30/23/7RGB 72/139/164HEX #488BA4

Orange

RGB 229/79/0HEX #E54F00

Lilac

RGB 148/134/158HEX #94869E

Green

RGB 173/183/129HEX #ADB781

Grey

RGB 119/127/130HEX #777F82

Turquoise Light

Pantone® 7458CCMYK 60/15/12/0RGB 96/175/205HEX #60AFCD

Yellow

Pantone® 803CCMYK 0/10/98/0RGB 225/221/0HEX #FFDD00

Turquoise Dark

Pantone® 5405CCMYK 80/44/35/20RGB 51/105/124HEX #33697C

Turquoise Pale

Pantone® 550CCMYK 40/8/4/11RGB 134/181/207HEX #86B5CF

Colour palette

Primary colour palette

Use for web

Corporate typeface | 12

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aa

Prelo-Extra Light

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aa

Prelo-Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aa

Prelo-Book

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789Aa

Prelo-SemiBold

Corporate typeface

Prelo is suitable for headings and body copy as well as information and editorial design. Four weights have been chosen for Online Learning marketing purposes.

The corporate typeface to be used in all Online Learning literature is ‘Prelo’.

Corporate typeface | 13

Examples of visuals created in Word and PowerPoint format using the Arial typeface are available from the UDOL Marketing Team separately to these guidelines.

We use SemiBold for super headers, headers and subheaders. Medium is used for standard body copy.

We only use Medium from the Prelo family for web - for headings (H1-6).

For any print material that is not professionally designed, or that is created on PCs, Arial should be used as the default typeface.

Arial is also used as the body font for web.

UDOL bullet points are always square and turquoise with the text formatted using the secondary typeface, Arial.

AaArial Regular

AaArial Bold

Use in print

Use for web

Secondary typeface

Bullet points

AaPrelo-Medium

AaPrelo-Medium

AaPrelo-SemiBold

List option 1List option 2List option 3

Super header | 14

Creating a super header

The font weight used for super headers is SemiBold. Text is always uppercase except when referring to course titles. eg. MSc or BSc.

The clearing space between the characters and the banners is 50% of the character height. Three banners are recommended to convey your message but sometimes a fourth is necessary. You should never exceed 4 banners.

The width should be doubled on the left hand side when your super header is used in print. This will then create your margin for any proceeding text. The left hand side margin for digital artwork remains at 50% of the character height.

Spacing between the banners should be 25% of the character height. This spacing should be respected on all banners used, with the banners sitting flush with the left hand side of the page edge.

BRITISH

BRITISH

BRITISH

50%

25%

50%

50%

100%

50%

Super Header

BRITISHDEGREE, GLOBALOPPORTUNITIES

The UDOL strapline should always be used as an addition to a series of interchangeable brand messages. These brand messages are held in coloured banners and is what we now refer to as a ‘super header’. This recurs throughout the UDOL design style, ensuring that all key messages are displayed prominently and given appropriate emphasis.

READY FORA BETTERFUTURE?

READY FORA MORE FLEXIBLEWAY TO STUDY?

READY FORA BRITISHDEGREE?

READY TOSTAND OUTFROM THE CROWD

READY TOENHANCEYOUR CAREER?

The order of colours is:

1. Turquoise Light2. Turquoise3. Turquoise Dark4. Turquoise Pale

The font colour is always white.

Please refer to page 13 for our corporate colour values.

Super header | 15

Brand messaging examples

Image style | 16

Our brand is about enablement, aspiration and achievement, and this should be reflected in the images that we use. We do not need to focus on the process of online learning. In other words, online learning is not about using a computer to gain a qualification, it is about gaining a qualification that will change your life.

The image style that we choose will be important in determining the way that our brand is perceived by our target audiences.

Image style

Photography

The photography that we use to represent the UDOL brand should have a consistent look and feel - a working environment with good natural light, focusing on the subject. The examples shown convey the tone and warmth that UDOL images should reflect. Stock photography should only be used as a last resort.

Putting it all together | 17

The following examples illustrate how different elements of our visual identity should combine to create emotive and powerful marketing communications. Detailed design templates can be obtained from your UDOL Marketing Team.

Our brand has been designed to reflect our ethos and values as an organisation, manifesting itself visually in a variety of different elements.

PUTTINGIT ALLTOGETHER

Putting it all together | 18

For print

Call to actionStatement FooterHeadlines - SemiBold

Paragraph text - Medium

Super Header with double left hand side margin for print.

Indicated in white, the page margin is created by the super headers’ left hand side margin.

Primary corporate logo

Putting it all together | 19

Example - Print examples

READY TO STAND OUT FROM THECROWD WITH AN LLM?

www.derby.ac.uk/xxx

Our online LLM provides you with the flexibility to fit yourstudies around career, personal or family commitments.Study your LLM online and fulfil up to 100% of your annual SRA CPD and up to 100% of your Bar CPD requirements.

Apply now, start January 2014.

WE’RE READY WHEN YOU AREWhether you’re starting out, moving up or starting again

READY TO

WE’RE READY WHEN YOU ARE

With our range of health and social care courses, youcan top up your existing skills and qualifications to takeyour career to the next level.

www.derby.ac.uk/rcn

n BSc (Hons) Nursing Studies (top up)n MSc Integrative Health and Social Caren University Advanced Diploma Dementia Care

Online learning gives you the flexibility to fit your studiesaround career, personal or family commitments.

Call us on 01332 592141, or visit our websiteWhether you’re starting out, moving up or starting again

YOUR CAREER?PROGRESS

Start September, January or May

Putting it all together | 20

For web

An effective way of advertising online is using animated adverts. By combining the brand elements with a creative licence, create innovative ways of promoting UDOL and its services.

Online image sizes most suited to our brand are illustrated to the right.

Type Size

Banner 468 x 60

Leaderboard 728 x 90

Square 250 x 250

Small square 200 x 200

Large rectangle 336 x 280

Inline rectangle 300 x 250

Large leaderboard 970x90

Actual sizes may vary. It is advised you check with your advertising space provider before starting your artwork.

Advertising

The leaderboard banner on the homepage is the first thing visitors will see on visiting the homepage. All images must be consistent. The size of the leaderboard is 940 x 300px.

Homepage leaderboard

Please refer to page 15 for instructions on how to create our ‘Super Header’.

BRITISHDEGREE, GLOBALOPPORTUNITIES

Super Header

Clearly it is difficult for us to demonstrate animated banners here so we recommend you visit the following link for some live examples.

www.derby.ac.uk/online/advertising

Digital examples | 21

Example - Square

Notes

Notes | 22

Notes

Notes | 23

Summary | 24

August 2014. Version 1.5

Published by:University of Derby Online LearningKedleston RoadDerbyDE22 1GB

T: +44 (0)1332 592062E: l.foster1@derby.ac.uk

The development of the UDOL brand and messaging strategy is intended to closely reflect our brand personality and ethos. Applied consistently, it will help us to stand out in a competitive marketplace, increasing the recognition and recall of UDOL in the online and distance learning sector.

It’s really important that everyone involved with UDOL understands the importance of our brand. If anyone has any questions, or would like to discuss these guidelines, please don’t hesitate to contact the UDOL marketing department.

SUMMARY