Division of Corporate Affairs and Planning

VISUAL IDENTITY GUIDE NUMBER 1

An introduction to the visual identityfor printed material

www2.le.ac.uk/offices/marketing

Who is this booklet for?

This guide is not intended for designprofessionals. It has been created inorder to briefly explain the rules sothat you will know what to expectwhen you request work from theDesign Services Team.

More information about the changesis available on the Marketing andCommunications web site:www.le.ac.uk/marketing

What are the changes?

Design grids

Four design schemes have beendevised to cover a range of differentprint formats. These are known in thecreative trade as ‘grid schemes’. Aswell as set margins and placeholdersfor different types of information,they also include type styles forinternal page layout. The gridschemes are as follows:

• Small format: this encompasseseverything from business cards toA6. The logo is positioned top leftat 45 mm wide.

• Medium format: most Universitymaterial will fall into this scheme,

described in detail on page 4. Itcovers everything from DL (210 mmx 99mm) and A5 through to A4

• Large format: this is based on themedium format grid. Artwork iscreated at A4 and simply enlargedto any size up to, and including, A0.

• Supersize format: this coversdisplay material. There are so manydifferent display systems of varyingsizes that design work for displayinformation will be dealt with on acase-by-case basis.

Colour palettes

The University identity does notspecify a corporate colour, however,in order to increase visual identityconsistency a limited range of colourshas been selected – see Guide 3.

Typefaces

Two fonts – Frutiger and AdobeGaramond – have been chosen foruse by the professional team.

Paper stock

The same paper stock will be usedfor the majority of printed material.

2 UNIVERSITY OF LEICESTER · DIVISION OF CORPORATE AFFAIRS AND PLANNING

The visual identity for printed material

We have introduced a new, tighter visual identity. This booklet outlines schemes for all

printed formats – from business cards to extra large format displays.

Medium formatdesign gridshowingconsistencyacross a range ofsizes; from A4 toDL size

VISUAL IDENTITY GUIDE NO. 1 · AN INTRODUCTION TO THE VISUAL IDENTITY FOR PRINTED MATERIAL 3

The logo

The crest

The logo and crest

There are new guidelines for the University’s logo, which

has not changed, and ceremonial crest.

Full colour logo with black textreproduced here at 56 mm wide;the size for medium formatmaterial.

• Please see Visual Identity GuideNumber 2 for more informationabout permitted use of thelogo.

An early University of Leicestercrest has been redrawn for use ondegree certificates and otherceremonial purposes. This is not anew logo, nor should it be usedas such.

The crest is restricted to:

• ceremonial occasions• degree certificates

How it works

This grid scheme applies to allmedium format material from 99 mm x 210 mm (DL format) to A4.

Posters and covers

The page area is divided into threesections. Although not always visiblein a design, these areas are thefoundation of the visual identity andas such help maintain consistency.

The header section is for the logo,department name and title. Themiddle section is a creative space forimagery and/or copy. The footer is forcontact details such as web addresses.

These three areas can be used flexiblywith the following exceptions:

• The logo must be 56 mm wide topleft for all formats in the mediumformat range

• Undergraduate and postgraduatebrochure covers must follow thegrid exactly, with a 80 mm header,a 110 mm deep creative area and afooter – see page 5 for illustrations

• If the header area is part of thedesign it must be 80 mm deep or65 mm (A5 and DL only)

4 UNIVERSITY OF LEICESTER · DIVISION OF CORPORATE AFFAIRS AND PLANNING

The grid for medium format material

Most documents, including University letterheads will be governed by a grid scheme for

medium format material, described below.

Logo at fixed width of 56 mm for medium format documents

postgraduate

DL undergraduateA5

A4

HEADERFixed depth: 80 mm(A5 and DL 65 mm optional)

FOOTER20 mm - 40 mm

CREATIVESPACEVariable depthbut image areafixed forrecruitmentbrochures

• All the examples on pages 1-2 are designed on the medium format grid

VISUAL IDENTITY GUIDE NO. 1 · AN INTRODUCTION TO THE VISUAL IDENTITY FOR PRINTED MATERIAL 5

Internal page grids

Grids have also been devised tocontrol internal document layout forpopular and frequently used pagesizes.

They are very flexible, with one, twoand three column options to suit allkinds of printed communication,whether it be image-led or textheavy.

Internal page grids share a range oftype styles for headings and othercopy. This means that, whatever thefinished size of the document, pageswill have a similar look and feel.

Undergraduate and postgraduate recruitment formats

• Foundation and Undergraduate:210 mm x 210 mm

• Postgraduate: 270 mm x 210 mm

Internal page grids for A5 (left) and

210 mm x 270 mm (right)

For small format items the logo is again placed top left at 45 mm wide. Text is leftjustified.

Layout should be clean andsimple for stationery items andinvitation cards. More flexibilityis permitted with itemsproduced as part of acampaign, such as postcards andbookmarks, and your designerwill endeavour to match thestyle of larger format items.

Samples of small format material areillustrated below.

6 UNIVERSITY OF LEICESTER · DIVISION OF CORPORATE AFFAIRS AND PLANNING

The grid for small format material

Similar principles apply to small format material such as

business cards, tickets and invitations – up to A6.

Letterheads and forms

Letterheads and compliment slipswill follow the medium formatscheme, which can also be applied to forms and documents foradministrative purposes.

Letters for external recipients shouldalways be professionally printed andbear a colour logo. Please see VisualIdentity Guide Number 4 for details,including instructions on how toorder supplies.

Paper stock

Using the same paper stock for allmaterial is an effective way to createvisual identity consistency. Althoughthere will be some exceptions, mostmaterial will be printed on ForestStewardship Council (FSC) approveduncoated stock. The FSC is aninternational organisation promotingresponsible forest management.

Please note that the

guidelines for stationery

are awaiting approval

business card

A6

Logo at fixed width of 45 mm for small format documents

A6 postcard

Name and visitor badges

A6 invitation

…a choice of landscape or portraitformat business cards

VISUAL IDENTITY GUIDE NO. 1 · AN INTRODUCTION TO THE VISUAL IDENTITY FOR PRINTED MATERIAL 7

It is usually not practical to createfinished size artwork for largeformat material. As long as imageryused is of sufficient resolution andquality, enlarging material from A4to A0 is accepted practice.

Supersize

There are many different displaysystems on the market. The DesignServices Team will interpret yourrequirements to ensure that yourdisplay harmonises with othermaterials in your marketing planand satisfies visual identityrequirements.

Large format

For sizes from A4 plus to A0, artwork will be created using

the medium format grid and simply enlarged to size.

For many marketing plansincorporating posters, it is usual toprint just a small number of largeones. Enlarging from an A4original is an economical way ofachieving large format material.

A4

A2

8 UNIVERSITY OF LEICESTER · DIVISION OF CORPORATE AFFAIRS AND PLANNING

The colour palettesVisual Identity Guide No 3 describesthe colour palettes in detail. Theycan be used in many ways. Youmight select one of the palettes foryour department, with accent coloursto differentiate each document.Alternatively you can use a differentcolour palette for each one.

The fonts Two fonts have been chosen for the visual identity:

• Frutiger: a modern sans-serif face with a wide variety of weights

• Adobe Garamond: a modern adaptation of a classic serif font

These fonts are not available on CFS.

Frutiger

Frutiger Light, Light Italic, Light Condensed

Frutiger Roman, Roman Italic, Roman Condensed

Frutiger Bold, Bold Italic, Bold Condensed

Frutiger Black, Black Italic, Black Condensed

Frutiger Ultra Black, Extra Black Condensed

Adobe Garamond

Adobe Garamond, ItalicAdobe Garamond Semibold, Semibold ItalicAdobe Garamond Bold, Bold Italic

Templates for office use Marketing materials should be professionally designed by the Design ServicesTeam. However, there are templates available on the Marketing andCommunications web site for memos, notices and Powerpoint presentations atwww2.le.ac.uk/offices/marketing/advice/visual-identity/templates. Arial, Calibri, Trebuchet or Times may be substituted for Frutiger and Garamond.

This booklet has been printed on 150gsm

ON OFFSET by Howard Smith Paper.

Tel: 0870 606 4606

Web: www.hspg.com

Further information

This booklet is part of a series describing how to apply the University ofLeicester’s Visual Identity. Further information is available from the Marketingand Communications web site: www2.le.ac.uk/offices/marketing. © University of Leicester 2012