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Identity overview 1
Brand
01 Our brand
Guidelines
This section gives you a quick-reference
overview of the elements that make up our brand
identity.
Introduction
These guidelines define the core elements of our identity system and
establish the basic principles of its application. They aren’t designed
to restrict or inhibit creativity, but to provide a foundation to help us
produce engaging and coherent communications.
Vicky Robinson
Chief Executive
NC3Rs Brand Guidelines Our brand Identity overview 3
Identity
overview
These core elements are the Values:
building blocks of our brand
identity. By applying them
correctly, we can ensure
Collaboration
that our communications
are consistent and clear. Impartiality
Honesty
Innovation Brandmark page 11
Ethics
Openness
Brand values page 06 Brand pledge page 16
Personality:
Scientific but accessible
Authoritative and trusted
CRACK IT wordmark page 47
Identity
overview
These core elements are the
building blocks of our brand
identity. By applying them
correctly, we can ensure
that our communications
are consistent and clear.
NC3Rs
Lexia Light Regular Italic
Aktiv Grotesk
Regular Bold
Arial
Regular Italic Bold
Typography Icons
NC3Rs Brand Guidelines Visual identity 5
02 Visual identity
Brandmark
Formats available:
EPS
JPEG
PNG
NC3Rs Brand Guidelines Visual identity Brandmark 7
Brandmark
exclusion zone
To ensure legibility and to Please note
protect the integrity of the The brandmark must
brandmark, it should always always appear legibly on
be surrounded by an area a clear background. Care
of clear space. should be taken to ensure
that there is enough
The exclusion zone is contrast between the
defined as the ‘R’ of the background and
brandmark square on the brandmark.
all sides.
JPEG brandmark files have
These are minimum clear the exclusion zone built into
areas – where possible, them to aid application.
allow more space.
NC3Rs Brand Guidelines Visual identity Brandmark 8
Brandmark
colour options
Ultramarine version Please note
This is the preferred version Only reproduce the
of our brandmark and brandmark from the
should be applied when supplied digital artwork.
the background colour Never alter the existing
is white or light in tone. artwork files.
Brandmark
do’s and don’ts
The brandmark is a fixed 1. 2.
artwork and must never
be altered. Here are a few
examples of what not to do
with the NC3Rs brandmark.
Always ensure you only use
the artwork supplied.
Do not:
5. 6.
NC3Rs Brand Guidelines Visual identity Brandmark 10
Brandmark A0
sizing
To enhance and support the Usage
integrity and consistency of Do not apply the brandmark
the brand, always reproduce below the minimum size of
the brandmark in the 10mm high.
correct size and colour.
If your communication
piece is produced at an A1
ISO standard size, please
use the following brandmark
measurements in the
table below:
Extreme cases
Size Height Width Below 10mm high the
brandmark square
DL 15mm 45mm should be used in
A6 15mm 45mm A2 isolation (e.g. avatars).
A5 15mm 45mm
A4 21mm 63mm
A3 30mm 90mm
A2 42mm 126mm
A1 60mm 180mm A3
A0 85mm 256mm
A4
A5 DL
A6
NC3Rs Brand Guidelines Visual identity Colour palette 11
Colour palette
When reproduced on CMYK CMYK CMYK CMYK CMYK CMYK CMYK CMYK CMYK
10/10/10/85 100/18/0/12 54/10/0/6 68/100/45/0 28/100/50/11 84/25/50/4 55/12/87/0 0/82/94/2 0/30/100/0
different substrates (e.g.
paper, plastic or metal)
RGB RGB RGB RGB RGB RGB RGB RGB RGB
variations in colour will 69/68/67 0/128/190 99/177/220 100/45/92 146/31/76 74/135/131 146/173/79 207/69/32 234/170/0
occur where the ink or paint
reacts with the background Web Web Web Web Web Web Web Web Web
surface it is being applied to. #444342 #0080BE #63B1DC #642D5C #921F4C #4A8783 #92AD4F #CF4520 #EAAA00
Please note
Tertiary colours are only
to be used for charts and
graphs when the secondary
palette needs expanding.
Questions?
Emma Stokes
Website & Design Manager
emma.stokes@nc3rs.org.uk
Gibbs Building
215 Euston Road
London NW1 2BE
www.nc3rs.org.uk