T Pearson BTEC · 2021. 8. 1. · The interrobang and thumbprint represent the fun and discovery of learning. These are balanced by a serif logotype reflecting Pearson’s heritage

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Pearson BTEC primary logoT

Key visual principles

Pearson BTEC key visual principles | 1 Introduction | Digital resources identifier Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 Public

Pearson BTEC Key visual principlesNovember 2020

2Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 PublicPearson BTEC key visual principles


Contents

1 Brand identity overview | Introduction 3

• Key visual principles 4

2 Applying the brand | Key elements 5

• Logo 6

• Font/Typography 11

• Typography & colour 14

• Imagery 16

• Other imagery 17

3 Overview | Putting it together 18

• Mandatory elements 19

• Digitalresourcesidentifier 20 (Pearson BTEC+ and campaigns)

4 Third parties and approved centres 21

• Third parties 22

• Approved centres 23

5 Key visual principles | Appendix 24

• Accessibility 25

• Credits 26

33

1

1. Key visual principles

Brand identity overview

Introduction

4


Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 PublicPearson BTEC key visual principles | Introduction | Key visual principles

Pearson BTEC This key visual principles document has been designed to help Pearson BTEC employees, partners and agencies to create a professional, powerful and consistent brand. It is an important resource for anyone creating content for Pearson BTEC and will help to craft on-brand print and digital marketing communications and resources.

This document outlines the key visual elements to be used for Pearson BTEC worldwide.

It is vital to note that this sub-brand guide is within, not instead of, the Pearson parent brand. Things not explicitly laid out in this document should be guided by the Pearson brand guidelines.

For more advice and information, please contact the Pearson BTEC brand team.


Brand guidelinesJanuary 2016

For more information refer to the Pearson brand guidelines

https://brand.pearson.com/content/dam/corporate/global/brand/files/brand-toolkit/guidelines/Pearson-Guidelines---171115-HIRES.pdf

5

Key elements2Visual overview

5

1. Logo

2. Typography

3. Typography & Colour

4. Imagery

5. Other imagery

6Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 PublicPearson BTEC key visual principles | Key elements | Logo

Logo

Interrobang

Thumbprint

Pearson logotype

Sub Brand name

We want people to see our logo clearly across all our communications. To make sure it’s visible to everyone, we have a minimum size for print and digital formats. There will be occasional exceptions, such as merchandise and stationery, but please stick to the minimum sizes wherever possible.

Digital:Minimum width of Pearson logotype 49 px.

Print:Minimum width of Pearson logotype 15 mm.

When you place our logo, please make sure you give it room to breathe; we call this ‘clear-space’. Always leave a clear-space area equal to the cap height of the Pearson logotype ‘P’. The exclusion zone itself is invisible, and you should never see the elements that help to create it. Nothing that detracts from the logo, like other lines of type, other logos or the edges of photographs, should appear inside this area.

Logo clear-space = to the cap height of the Pearson logotype ‘P’

49 px/15 mmMinimum size

Logo clear-space1

Minimum size2

Pearson BTEC primary logoThe Pearson BTEC primary logo consists of four elements: the interrobang, thumbprint, Pearson logotype and brand name.

The interrobang and thumbprint represent the fun and discovery of learning. These are balanced by a serif logotypereflectingPearson’sheritageandexpertise.

1. Logo clear-space

2. Minimum size

7Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 Public

LogoSecondary logo positioningThe Pearson BTEC secondary logo consists of the same four elements as the primary logo.

Use the horizontal logo if the primary logo cannot be used due to height restrictions.

Use the horizontal logo only when you are working at restricted sizes that may compromise the logo legibility e.g., narrow horizontal formats in signage, mobile digital applications and merchandise.

1. Logo clear-space

2. Minimum size

Please follow the same rule for application of the primary logo minimum size on page 6.

Digital:Minimum width of Pearson logotype 49 px.

Print:Minimum width of Pearson logotype 15 mm.

Interrobang

Thumbprint

Pearson logotype

Sub Brand name

Please follow the same rule for application of the primary logo clear-space on page 6.

Logo clear-space1

Minimum size2

Logo clear-space = to the cap height of the Pearson logotype ‘P’

49 px/15 mmMinimum size

Pearson BTEC key visual principles | Key elements | Logo


LogoLogo filesThere are four colour options for the primary and secondary Pearson BTEC logo.

1–2. Colour Pearson BTEC logos

The colour versions are the preferred choice.

For light image/illustration/colour backgrounds use the logo with the black Pearson BTEC logotype.

For dark image/illustration/colour backgrounds use the logo with the white Pearson BTEC logotype.

3–4. Mono Pearson BTEC logos

Use when colour production isn’t an option.

Important Reminder:Only use the secondary logo when absolutely necessary (for example, on thin digital banner dimensions where the primary logo size is less than the minimum, stated on the previous page, or on stationery/printed onto pens or pencils)

Pearson BTEC colour/black logo1

Pearson BTEC colour/white logo2

Pearson BTEC mono logo3

Pearson BTEC mono logo reversed4



LogoThings to avoid when using the logoWe want people to see our logo clearly across all our communications. To make sure it’s visible to everyone, ensure there is enough contrast between the logo and background colour so legibility is maintained.

Pearson BTEC logo and background colours:Wherever possible, try to avoid using backgrounds with a colour similar to the Pearson blue.

If this is not possible and the background is close in colour to the Pearson blue, use either:

• The Pearson BTEC monotone logo in black (as seen on previous page or apply a gradient overlay as shown on the next page.

or• Follow the guidance on page 10 using a radial

gradient overlay to create more contrast between the background and the Pearson BTEC logo.

Examples of correct contrast between logo and background colour:

1

Examples of incorrect contrast between logo and background colour:

2



LogoLogo standout/contrast and readability Adding a radial gradient overlay

By adding a radial gradient overlay to the area where the Pearson BTEC logo will be placed, you can darken the image and enhance the logo standout/colour-contrast.

Ifusingagradientconflictsheavilywiththecoverdesign, please take a pragmatic approach to your design treatment.

See the examples on the right to see how to apply a gradient overlay in order to enhance the logo standout/contrast and readability.

Incorrect contrast

Incorrect contrast

=

=

Correct contrast

Correct contrast

+

+

Add gradient overlay

Add gradient overlay


Example using solid background1

Example using a busy photographic background2


TypographyOpen Sans LT Pro font familyDigital ads/assets - minimum sizing

Font size must be 14pt or larger for accessibility purposes.

For digital marketing designs, the preferred minimum size for copy is 12-14 font size (iPDFs, infographics)

Printed materials - minimum sizing

The preferred minimum size for copy is 12pt unless the format prevents this, such as on business cards or legal footers, where you should try to keep it as large as practical.

When Open Sans font is not available on digital systems, use Arial font in its place with the same minimum size and weight rules applied.

See next page for information on how to use which weights and where.

For licensing and accessing fonts please contact David Bunn ([email protected]).

Open Sans LT Pro light

Open Sans LT Pro light italic

Open Sans LT Pro regular

Open Sans LT Pro italic

Open Sans LT Pro semibold

Open Sans LT Pro bold

Open Sans LT Pro bold italic

Open Sans LT Pro Black

Arial MT Pro light

Arial MT Pro light italic

Arial MT Pro regular

Arial MT Pro italic

Arial MT Pro bold

Arial MT Pro bold italic

Arial MT Pro bold Black

Primary Font System Font

Pearson BTEC key visual principles | Key elements | Typography


Marketing campaign ‘Guest-fonts’FormajorPearsonBTECcampaigns,flexibilityinthechoice of your font is allowed. They are referred to as a ‘guest-font’.

Guest-fonts must be a licensed Pearson font (from the Pearson Font library). The choice will need to be presented by the designer and discussed with heads of marketing.

Things to consider for Campaign layout when choosing a guest-font:

1. Pearson BTEC logo

2. Campaign Guest-font (Example shown for ‘BTEC Works’: Compacta LT Std Black)

3. Secondary/ subheading font (Used as subheading and body copy campaign)

4. Open Sans Imagery Credit line

Guest font headingSecondary/ subheading fontAd mo omniet es ea volupta cum nulpa core sum, ut eos incipicid minihil ea duntem incitio occae et, quodit omnistibusto magnatur?

Imagery credit line

2

3

3

1

4

Typography



Marketing campaign ‘Guest-fonts’ (continued)Example of a guest-font shown to the right

Think situationally when it comes to choosing fonts, i.e. don’t use a universal font for all your content. Find a font for each campaign so it can address the context of what you are trying to say based on your campaign objectives and this will allow you to target each audience with a font which appeals to them.

Use campaign guest-fonts which are easy to read, communicateyourmessage,andfitwellwiththe overall design.

HeadingSubheading

2

1

Fonts:

1. Compacta LT Std Black

2. Open Sans Bold Italic

Typography



Light type on dark backgrounds

Dark type on light backgrounds

Type ColorChalk White | #FFFFFF

Background ColorPearson Blue | #007FA3

Type ColorInk Blue | #005A70

Background ColorIce Blue | #D4EAE4

Type ColorInk black | #000000


Type ColorMidnight Blue | #003057


Type ColorGraphite Grey | #505759

Background ColorIce Blue| #D4EAE4


Background ColorLime Green | #D2DB0E

Type ColorGraphite Grey| #505759


Type ColorInk Black | #000000



Background ColorGraphite Grey | #505759


Background ColorMidnight Blue | #003057


Background ColorInk Blue | #005A70

Type ColorLime Green | #D2DB0E



Background ColorInk Black | #000000

Type ColorIce Blue | #D4EAE4


Type ColorLime Green | #D2DB0E



Background ColorGrass Green | #008638




Background ColorGraphite Grey | #505759

Aa Aa Aa Aa Aa Aa

Aa Aa Aa Aa Aa

AaAaAa Aa Aa Aa Aa

AaAaDark type on white backgrounds

Type ColorPearson Blue | #007FA3

Background ColorChalk White | #FFFFFF



Type ColorInk Black | #000000


Type ColorInk Blue | #005A70


Type ColorGraphite Grey | #505759


Type ColorGrass Green | #008638


Aa Aa Aa Aa

All the messaging you create must be clear, legible, and accessible to everyone.

All of the colour combinations shown here have achieved the required AA accessibility rating.

When using Pearson BTEC brand colours you should only use these light on dark type and accent colour colour combinations.

For further guidance please read the typography section (page 36) of the Pearson Brand guidelines

or

Use a colour contrast testing tool to ensure compliance with WCAG 2.1 AA standard.

Colourways and accessibility

Typography & colour

Pearson BTEC key visual principles | Key elements | Typography & colour


You may occasionally need to useadditional colorways to draw closeattention to important smallerelements, e.g., buttons on websitesor small subheadings in printdocuments. In these instances,use colors from our accent paletteusing only the combinations listedon this page.

Accent colours in use:Use accents sparingly on large areas of background and big blocks of copy and at a small scale to provide a standout pop of colour.

Please note: In order to meet accessibility criteria, the pink accent colour can be used only in large text executions at 16pt or larger and must also be bold in weight.

Accent colors

Aa Aa Aa AaType Color

Ink Black | #000000

Background Color Sunshine Yellow | #FFB81C

Type Color Midnight Blue | #003057

Background Color Sunshine Yellow | #FFB81C

Type Color Midnight Blue | #003057

Background Color Juicy Orange | #EA7600

Type Color Chalk White | #FFFFFF

Background Color Royal Purple | #9E007E

Aa Aa Aa AaType Color

Sunshine Yellow | #FFB81C

Background Color Ink Black | #000000

AaType Color

Sunshine Yellow | #FFB81C

Background Color Midnight Blue | #003057

Type Color Juicy Orange | #EA7600

Background Color Midnight Blue | #003057

Type Color Hot Pink | #EA067E

Background Color Chalk White | #FFFFFF

Type Color Strawberry Red | #DB0020


Aa Aa AaType Color

Midnight Blue | #003057

Background Color Lime Green | #D2DB0E

Type Color Ink Black | #000000


Type Color Graphite Grey | #505759


Aa Aa AaType Color

Chalk White | #FFFFFF

Background Color Graphite Grey | #505759


Background Color Ink Blue | #005A70

Type Color Ice Blue | #D4EAE4

Background Color Ink Blue | #005A70

Aa Aa AaType Color

Chalk White | #FFFFFF

Background Color Grass Green | #008638


Background Color Hot Pink | #EA067E


Background Color Strawberry Red | #DB0020

AaType Color

Royal Purple | #9E007E


Aa AaType Color

Graphite Grey | #505759


Type Color Ink Blue | #005A70


AaType Color

Grass Green | #008638


*

*

Colourways and accessibility

* If using a Hot Pink backgroundwith white type or Hot Pink type,copy must be above 14 pt boldor 18 pt regular.

Typography & colour

Pearson BTEC key visual principles | Key elements | Typography & colour


ImageryLifestyle imageryImagery is a powerful medium that can have a huge impact on the way people perceive Pearson BTEC, so please pay close attention to your choice.

Imagery should be fresh and relevant and seek to inspire its audience whilst being eye catching, impactful and engaging. It should not be overly staged or set up. Photography including people should show diversity to represent Pearson BTEC audiences.

Imagery should be relevant to, and appropriate for, both the subject matter and the audience.

Style must represent ‘Real skills for real success.’

Imagerycanbecommissionedspecificallyfor Pearson BTEC use to meet this guidance.

Crediting All imagery must be credited.

Brand imagery rights Please contact your local R&P team to review rights needed for your end product.

BTEC Tech Award

TRAVEL & TOURISMStudent Book

Pearson BTEC key visual principles | Key elements | Photography

Imagery should be relevant to, and appropriate for, both the subject matter and the audience.


Other imageryIllustrationsIllustrations can help breathe life into our brand, they are a good way to communicate ideas and values to our customers and are a powerful tool of engagement. Illustrations can take a complex idea and make it easier to understand and can be used if photography is not appropriate or available. They can be used for marketing purposes and resources. They should also be used for animations. Illustrations can be abstract but must be able to support and help deliver your messaging.

It is essential to maintain consistency when using illustrations to ensure all material is visually aligned and looks part of the same ‘family’.

When to useUse in print and in digital applications to create tension and pace with photography and text. Illustrations also work well in physical environments such as on aspirational posters.

When not to useDon’t use illustrations in very small sizes–they are not icons or infographics. Don’t use them on their own without an accompanying message nearby to provide context.

A1667a B&A LED Wall Banner for PiXL Pannel 1 -Text converted to outlines-editing-KW_No_Fonts.indd 1A1667a B&A LED Wall Banner for PiXL Pannel 1 -Text converted to outlines-editing-KW_No_Fonts.indd 1 09/03/2020 10:4609/03/2020 10:46

Illus

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ion:

© P

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win

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Stay up to date on BTEC

quals.pearson.com/subject-signup

We regularly send email updates on the latest news and support, tailored for each BTEC subject. We’ll make sure you know about:

Exciting new developments in vocational education for your sector

Helpful materials like the latest free teaching support, delivery guides and time-saving online platforms

Uplifting success stories from students and other BTEC teachersFind out about these qualifications, and how

we’ll support you at BTECworks.com/HSC

1⁄3 With 1 in 3 nursing degree candidates entering university with a BTEC*, it is the tried and tested choice for careers in the healthcare sector.

Teach BTEC Health and Social Care, and equip your learners with practical industry skills, knowledge and the confidence to progress to university, employment or an apprenticeship.

Inspiring Key Workers of the future BTEC Health and Social Care

© 123rf/Evgeny Illarionov, © 123rf/TBC

Pearson BTEC key visual principles | Key elements | Other imagery

1818

1. Mandatory elements

2. Digital resources identifier

3Applying the brand

Putting it together

19Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 PublicPearson BTEC key visual principles | Putting it all together | Mandatory elements

Putting it all togetherMandatory elementsSome key applications are shown in this section with detailed instructions on how to bring all the Pearson BTEC brand elements together.

1. The Pearson BTEC logo must always be positioned correctly ensuring that nothing encroaches on the exclusion zone.

2. Open Sans should always be used as the main font for Pearson BTEC unless at campaign level. For more information see pages 11-12.

3. Photographic or illustrative approach, using library and/ or commissioned images. The choice offutureimagerymaybedifferenttotheexamplesshown on page 16. All photography must align with the photography and imagery guidelines on pages 16-17.

4. Photography credit

1

4

2

3

Open SansOpen Sans font family as secondary/subheading fontAd mo omniet es ea volupta cum nulpa core sum, ut eos incipicid minihil ea duntem incitio occae et, quodit omnistibusto magnatur?

Imagery credit line


Digital resources identifierDigitalplusresourcesareidentifiedwiththeuseofa‘digital plus symbol’ as seen in the examples on the right hand side.

Design elements for digital plus resources sub-brand shouldfollowthesamerulesasforqualifications.

When establishing the placement and size relationship between ‘subject text’ and the digital resources identifier (the plus symbol):

1. Align the top of the subject text with the bottom of the greenboxesofthedigitalresourcesidentifiersymbol.

2. Use Open Sans extra bold for the subject name

3. Subject name characters should match the weight of the black ‘+’ symbol.

4. Create clear-space by using the furthest left green boxfromthedigitalresourcesidentifiertopositionthesymbol between the subject name and the symbol.

Subject1

2

4

3

3

Sport

Match the widest part of symbol and character from subject name to achieve the correct size proportions.

Putting it all together

Pearson BTEC key visual principles | Putting it all together | Digital resources identifier

2121

1. Third-party

2. Approved centres

4 Third parties and approved centres

22Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 PublicPearson BTEC key visual principles | Third parties and approved centres | Third parties

Third partiesPearson BTEC third-partyThere will be times when our logo needs to appear alongside other logos because Pearson BTEC is working in partnership with third-party companies. How our logo is applied will depend on who is leading on the collateral (writing the content). Shown here are examplesofthedifferentcombinations.

1. Pearson BTEC-led material We create the content and collateral in our visual identity style. Our logo is most prominent, so you should use the primary logo.

2. The third-party brand material The other brand creates the content and is therefore the dominant brand. Use either the primary logo or horizontal logo depending on space restrictions determined by the other brand.

3. Equally led material Content is produced 50/50, so collateral has neutral branding and equal weighting for both logos. Use either the primary logo or horizontal logo, depending on space, and make sure Pearson BTEC has the optimal presence possible in that space.

1 2 3

Messaging, look, andfeeltoreflectthe Pearson BTEC visual identity.

Messaging, look, andfeeltoreflectthe Pearson BTEC visual identity.

Neutral look, and feeltoreflectthebalance between Pearson BTEC and the other brand

the other brand mark



Example piece of communication



Supported bySupported by

Adding a descriptorTo make Pearson BTEC’s relationship with the third-party brand clear, you can add a descriptor. Descriptors must be used only with the primary Pearson BTEC logo, set in Open Sans semi-bold, and be positioned outside of the logo clearspace as shown. It should be the same colour as the Pearson BTEC logotype and never be larger than the type in the words Pearson BTEC.

Supported by

Supported by Supported by

Typemark with clearspace


Approved centresPearson BTEC endorsementEndorsement of an approved centre means that centre has been reviewed by Pearson for the purpose of offeringPearsonBTECqualifications.Thisendorsementis shown with the use of the Pearson BTEC Approved Centre endorsement typemark on materials such a letterhead and within environments.

Typemark with clearspace

Approved CentreApproved Centre

Approved Centre

Pearson BTEC key visual principles | Third parties and approved centres | Approved centres

2424

1. Accessibility

2. Appendix


Appendix5

25Version 1.0 | B & A | 26 November 2020 10:05 am | DCL2 PublicPearson BTEC key visual principles | Appendix | Accessibility

AccessibilityAccessibility for allWhen we create communications, learning resources or assessments, we need to make sure these are accessible and usable for people of all abilities and disabilities.

Pearson has made a public commitment to meet global accessibility standards.

This is why every element of our brand’s visual identity has been tested to ensure we meet a minimum WCAG 2.1 AA accessibility rating.

We are all individually responsible for making sure everything we produce meets accessibility standards. Shown here are the ways you can get help and advice on accessibility.

Information and toolkitsYoucanfindmoreinformationaboutaccessibilityonwebsiteslike Webaim.org and how to meet the AA rating on W3.org using their quick reference guide.

Advice for Pearson employeesPearson has a Global Product Accessibility Information Hub on NEO. A great place to start if you have no one local you can contact.

Pearson Accessibility SpecialistsWe have employees dedicated to accessibility and employees who are trained accessibility specialists who will be happy to help if you have questions.

UK based employees can check the UK Accessibility NEO page for guidance and contacts.

http://Webaim.org

https://www.w3.org/WAI/WCAG21/quickref/

https://neo.pearson.com/groups/accessibility-info

https://neo.pearson.com/groups/content-and-development-standards-and-best-practices/projects/uk-schools-accessibility


CreditsPage 16:

© Gettyimages/PeopleImages (painted face)

© 123rf/crazymedia (hikers)

© Shutterstock/nd3000 (female medical student)

© 123rf/Anthony Brown (sound mix)

© Shutterstock/Pressmaster (building plans)

© Pearson (Teanna and baby)

© ChameleonsEye/Shutterstock (computer illustration)

© Pearson (Pearson BTEC Awards ambassador)

© Pearson (Max Whitlock)

© 123rf/luchschen (lab work)

© Andrei Contiu/Shutterstock (media)

© Jo GoodBerry, KJArtists (Illustration, travel and tourism)

© GettyImages (photograph, male student)

© Shutterstock/REDPIXEL.PL (designers at work)

© 123rf / Michal Sanca (illustrative running man)

Pearson BTEC key visual principles | Appendix | Credits

If you have any further questions about the guidelines and how to put them into practice, please get in touch with the Pearson BTEC team by email at the addresses below:

Laura Hewitt | [email protected] Head of Marketing

Sally McNulty | [email protected] of Design and User Experience

Kara Pohl | [email protected] Senior Marketing Designer

Documents

T Pearson BTEC · 2021. 8. 1. · The interrobang and thumbprint represent the fun and discovery of learning. These are balanced by a serif logotype reflecting Pearson’s heritage