Institution Brand Guidelines

IMPROVING
THE WORLD
THROUGH
ENGINEERING.
Our identity system guidelines
01.10.2018
VISUAL
TOOLKIT
XXXX
4.1 The Trapezium Contents 4.5 Sizing the Trapezium 5.0 Print applications
4.2 Using the Trapezium _ 4.6 What not to do 5.1 Letterhead
4.3 Minimum size & space 4.7 Primary colours 5.2 Business cards
4.4 Positioning Trapezium Introduction 4.8 Primary colour usage 5.3 Leaflet covers
4.5 Sizing the Trapezium
_ 4.9 Secondary colours 5.4 Leaflet cover grid
4.6 What not to do
4.10 Secondary colour usage 5.5 Leaflet back cover grid
4.7 Primary colours
1.0 Brand strategy 4.11 Typographic style 5.6 Leaflet grid
4.8 Primary colour usage
4.9 Secondary colours 1.1 What is a brand? 4.12 Headline style 5.7 Leaflet text spreads
4.10 Secondary colour usage 1.2 Our brand 4.13 Trapezium and headlines 5.8 Leaflet inserts
4.11 Typographic style 1.3 Our vision 4.14 Sub-headings, intros 5.9 Broadsheets
4.12 Headline style _ 4.15 Text type sizes 5.10 Brochure covers
4.13 Trapezium & headlines 4.16 Pull-out quotes 5.11 Brochure text spreads
4.14 Sub-headings, intros 2.0 Brand architecture 4.17 Long quotes 5.12 Posters
4.15 Text type sizes 2.1 Architecture overview 4.18 Bullet points and numbers _
4.16 Pull-out quotes 2.2 Architecture levels 4.19 Typographic layouts
4.17 Long quotes 2.3 Migrating businesses 4.20 Imagery intro 6.0 Environments
4.18 Bullet points & numbers
_ 4.21 Hero engineering and news 6.1 Display areas
4.19 Typographic layouts
4.22 Desaturating imagery 6.2 Banners
4.20 Imagery intro
3.0 Tone of voice 4.23 Imagery to sell _
4.21 Hero engineering & news
4.22 Desaturating imagery 3.1 Overview 4.24 Cut-outs
4.23 Imagery to sell 3.2 Headlines 4.25 Graphic treatments 7.0 Digital
4.24 Cut-outs 3.4 Long copy 4.26 Difficult shots 7.1 Website
4.25 Graphic treatments _ 4.27 Photographing people 7.2 Portal
4.26 Difficult shots 4.28 Illustration 7.5 Email
4.27 Photographing people 4.0 Visual toolkit 4.29 Photographs and illustration 7.9 Social media
4.28 Illustration 4.1 The Trapezium 4.30 Cover design principles 7.15 Email signoff
4.29 Photographs & illustration 4.2 Imagery introduction 4.31 Using the strapline
4.30 Cover design principles 4.21 Hero engineering and 4.32 Signing divisions/groups
4.31 Using the strapline
news images 4.33 Signing sub-brands
4.32 Signing divisions/groups
4.3 Minimum size and space 4.34 Commercial businesses
4.33 Signing sub-brands
4.4 Positioning Trapezium 4.35 One Birdcage Walk
4.34 Commercial businesses
_
4.35 One Birdcage Walk
4.2 All images within this document are for reference only. IMechE does not own the
rights to these images, they must not be copied or used in any IMechE collateral.
BRAND
STRATEGY
1.1
1.2
What is a brand?
Our brand
Introduction
1.3 Our vision statement A brand is simply an organisation, product or service with a Apple has the idea of ‘humanising technology’, Virgin has the idea
_ personality. How that personality is defined is determined by the of ‘iconoclasm’, Disney owns ‘magic’, Starbucks owns ‘authenticity’
organisations vision and values. What it believes in and what it and so on.
stands for defines the way it looks and the way it talks.
These brand ideas manifest themselves not just through a symbol or
Great brands make their personality clear. You judge a brand very colour but in different ways throughout key customer touchpoints.
much like you judge a person. 90% of our judgement of someone is Think of the types of products and services you sell and offer, the
usually based on the first three seconds of contact and brands are way the environment looks, how we talk about ourselves through
judged in much the same way. communications and how we deal with our own people and how
they deal with the outside world. A strong brand builds a strong
A good brand helps make what you stand for crystal clear and makes reputation.
the difference between you and your competitors tangible. Brands
help us understand and they help us make choices. Think of Waitrose - it is seen as trustworthy, it operates ethically
and professionally with all its partners and suppliers, its people
And of course, brands also deliver value. seven out of ten testers are rewarded fairly and judged against their brand values and
prefer the taste of Pepsi but seven out of ten buyers prefer the behaviours as well as being partners with a stake in shaping the
experience of Coca Cola. It’s part of the reason more people trust business - audiences 'love' Waitrose. Then contrast that with Tesco,
Kelloggs than the police, or the BBC more than the government. they constantly squeeze suppliers to make their products cheaper,
their staff do a job rather than deliver a strongly branded experience,
The most recognisable elements of any brand are their visual and although they are big, they do not command the same levels of
and verbal identitys, although these elements alone do not make brand consideration.
a brand tangible.
It goes without saying that we want to be more Waitrose than Tesco.
The advertising executive David Ogilvy once said that it takes a Our brand needs to sit at the heart of the organisation and shape
big idea to attract the attention of consumers and get them to buy they way we develop our products and services, our approach to
your product. Unless your advertising contains a big idea it will business, our environments and communications and most of all
pass like a ship in the night. The same now applies to brands. Great the way we deal with each other and our partners and suppliers.
brands must have very simple, strong ideas which are applied both We have a strong reputation, and our brand can help make it
vigorously and consistently. stronger still.
1.1
BRAND
STRATEGY
1.1
1.2
What is a brand?
Our brand
Our brand
1.3 Our vision statement
_ VISION
Improving the world through engineering
— Setting the agenda
— Developing professional engineers
— Inspiring the next generation
PURPOSE
To lead and promote professional engineering
VALUES
High ethical standards
Professionalism
Respect for people and the environment
Integrity
Innovation
The Institution also adopted five key themes to focus its activities on:
— Energy
— Environment
— Manufacturing
— Transport
— Education
1.2
BRAND
STRATEGY
1.1
1.2
What is a brand?
Our brand
Our vision statement
1.3 Our vision statement
_ Throughout the constantly evolving work of mechanical engineers, one institution
has been at the heart of the world’s most important and dynamic industries since
its formation in 1847.
Today, working hard to support our 110,000 members, the Institution is
the market leader among professional engineering bodies. It is a go-ahead
organization with global reach that truly represents and reflects the profession:
encouraging professional registration and long-term career development.
As a global community of mechanical engineers represented in over 140
countries, the Institution is the largest network of mechanical engineering
knowledge, skill and opportunity in the world. With an ever growing membership
based outside the UK, we develop and maintain key partnerships with leading
multi-national employers to ensure their technical workforces are trained to the
highest standard. By equipping engineers with the right skills, knowledge and
experience to help them develop, we contribute to strengthening the world’s
leading companies.
We encourage high profile education initiatives which inspire the next generation
to work in engineering, and get engineers featured in the global media and heard
by government.
We are committed to ensuring that the views of engineers are well represented
in the public domain. Thanks to its internationally recognised thought leadership
around energy, climate change and future transport, the global press trusts
the Institution as a source of expert opinion. With a proven track record for
understanding the needs of government, our well respected expert knowledge
1.3 is sought by politicians to shape policy.

BRAND
ARCHITECTURE
2.1
2.2
Architecture overview
Architecture levels
Architecture overview Further benefits of adopting this structure include:
— Achieves higher overall awareness
2.3 Migrating businesses Our structure consists of just 2 simple levels. Our brand idea drives — Builds greater sense of trust
_ the look of these levels and the consistent implementation provides — Creates stronger sense of belonging amongst employees
credibility to other parts of the organisation. — Signals a brand that values its reputation and beliefs
— Increases cross selling potential
— Reduces costs in maintaining sub-brands
LEVEL 1 / MASTERBRAND
What does this look like? ALL HOURS.
ALL YOURS.
Entities are identified by a masthead, What elements are used?
by the title of a publication or by a job The Trapezium with further signposting The library. Open 24/7
description on a letterhead and business in headline text, body copy or job

card only. Most of the Institution now descriptions. No further labels or identifiers
falls in to this category. are used apart from those required for
divisions, groups and regions.
LEVEL 2 / MASTERBRAND SMASH

ENDORSED RECORDS.
BREAK THE
MOULD.
What does this look like? What elements are used?
The same as Level 1 but with the addition Event marks with the Trapezium as part
of event marks. They will help people of the mark. Event marks do not appear on Call for entries 2009
understand that the Institution and its Institution stationery that may be linked to
members own these events. Further sign- the event.
posting is achieved through job descriptions
on letterheads and business cards. Improving the world through engineering
Please note
It is important that we don't dilute our brand
by creating too many masterbrand endorsed
activities. Always discuss with the Director,
Marketing Operations before creating
2.1
anything new.
BRAND
ARCHITECTURE
2.1
2.2
Architecture levels
Architecture levels
2.3 Migrating businesses LEVEL 1
_ Examples of entities that fall in to the level 1 category. Everything
follows the new system with no independent marks or descriptors.
ALL HOURS. MAKE A EVERY EVENT

ALL YOURS. DIFFERENCE HAS A
EVERY DAY. CATALYST.
The library. Open 24/7
Engineering Public Challenge 2014
Improving the world through engineering Improving the world through engineering Improving the world through engineering
Anthony Other 1 Birdcage Walk Anthony Other 1 Birdcage Walk Anthony Other 1 Birdcage Walk
Head Librarian London SW1H 9JJ Competition Director London SW1H 9JJ Administrator London SW1H 9JJ
www.imeche.org Engineering Public Challenge www.imeche.org www.imeche.org
T 020 1234 5678 T 020 1234 5678 T 020 1234 5678

F 020 1234 6789 F 020 1234 6789 F 020 1234 6789
E a_other@imeche.org E a_other@imeche.org E a_other@imeche.org
2.2
BRAND
Anthony Other 1 Birdcage Walk Anthony Other 1 Birdcage Walk Anthony Other 1 Birdcage Walk
Head Librarian London SW1H 9JJ Competition Director London SW1H 9JJ Administrator London SW1H 9JJ
www.imeche.org Engineering Public Challenge www.imeche.org www.imeche.org
ARCHITECTURE
T 020 1234 5678 T 020 1234 5678 T 020 1234 5678
F 020 1234 6789 F 020 1234 6789 F 020 1234 6789
E a_other@imeche.org E a_other@imeche.org E a_other@imeche.org
2.1 Architecture overview LEVEL 2

2.2 Architecture levels Examples of entities that fall in to the level 2 category.
2.3 Migrating businesses Instances where events have their own mark are limited.
_
SMASH MAKE THINGS

RECORDS. MAKE A
BREAK THE DIFFERENCE.
MOULD.
Call for entries 2014

Call for entries 2014
Improving the world through engineering Improving the world through engineering
Anthony Other
Anthony Other 1 Birdcage Walk Competition Director 1 Birdcage Walk
Schools & Student Marketing London SW1H 9JJ Manufacturing Excellence Awards London SW1H 9JJ
www.imeche.org www.imeche.org
T 020 1234 5678 T 020 1234 5678

F 020 1234 6789 F 020 1234 6789
2.2
E a_other@imeche.org E a_other@imeche.org
BRAND
ARCHITECTURE
2.1
2.2
Architecture levels
Migrating businesses
2.3 Migrating businesses If the Institution buys another business, the usual strategy is to migrate that business into the
_ masterbrand over a period of time, ensuring that any equity from the acquired business is also
migrated into the Institution. This communication exercise usually follows this simple process.
IMechE endorsement Acquired brand endorsement Fully migrated
Engineering DEVELOPING DEVELOPING

PROFESSIONAL PROFESSIONAL
training ENGINEERING ENGINEERING
programmes LEADERS. LEADERS.
for managers
Excellence Engineering
Learning & Development
Excellence
Engineering Improving the world through engineering Improving the world through engineering
Excellence Enginering is a wholly owned part

of the Institution of Mechanical Engineers
Anthony Other
Development Director
Victoria Way, London SW1H 9JJ

www.excellenceengineering.com
T 020 1234 5678 Excellence Engineering

Learning & Development Unit 10 Woodgate
F 020 1234 6789 White Lund Industrial Estate
E a_other@excellencengineering.com Morecambe, Lancashire
United Kingdom LA3 3PQ Anthony Other 1 Birdcage Walk
www.imeche.org Senior Training Manager London SW1H 9JJ
Anthony Other www.imeche.org
Senior Training Manager
Excellence T 020 7304 6980

F 020 7222 8553
T
F
020 1234 5678
020 1234 6789
Engineering E a_other@imeche.org/
excellenceengineering
E a_other@imeche.org
2.
3.
Where new ownership is sensitive All materials have migrated to

and customers need more IMechE brand, all reference to
1. reassurance, this intermediate stage acquired brand has been removed
Third party brand starts to carry an
allows the brand to move closer to
endorsement that explains the new
IMechE, but still retain old business
ownership across communication
2.3
name as an endorsement. The stage
materials
is optional and should only be used
when there is a risk customers loyal
to the old brand may leave
BRAND
ARCHITECTURE
2.1 Architecture overview Migrating businesses

2.2 Architecture levels
A further example demonstrating how we migrate businesses into the Institution.
2.3 Migrating businesses
_
IMechE endorsement Acquired brand endorsement Fully migrated
Engineering DEVELOPING DEVELOPING

PROFESSIONAL PROFESSIONAL
training ENGINEERING ENGINEERING
programmes LEADERS. LEADERS.
for managers
Learning & Development
Excellence
Engineering Improving the world through engineering Improving the world through engineering

Anthony Other
Development Director
Victoria Way, London SW1H 9JJ

www.excellenceengineering.com
T 020 1234 5678 Excellence Engineering

Learning & Development Unit 10 Woodgate
F 020 1234 6789 White Lund Industrial Estate
E a_other@excellencengineering.com Morecambe, Lancashire
United Kingdom LA3 3PQ Anthony Other 1 Birdcage Walk
www.imeche.org Senior Training Manager London SW1H 9JJ
Anthony Other www.imeche.org
Senior Training Manager
Excellence T 020 7304 6980

F 020 7222 8553
T
F
020 1234 5678
020 1234 6789
Engineering E a_other@imeche.org/
excellenceengineering

1. 2. 3.
Example Sonaspection - first stage Migrating company name The Sonaspection name
they start to carry an endorsement (Sonaspection) here has become a has disappeared from all
explaining their ownership. product name from the Institution. communications
The product sits in a business area
called NDT Solutions.
2.3
TONE
OF VOICE
Overview
With a vision as focused as ‘improving the world through
engineering’ we need a strong tone of voice to help deliver it.
An optimistic and informed tone of voice, with the awareness to see
the positive changes ahead. And the authority and determination to
involve people in making them happen.
Making our presence felt

As the voice of our profession, we’re expected to lead the thinking.
But we must go beyond that.
Big changes don’t happen without inspiring people to get involved
and work together. So we must actively make the benefits of
engineering excellence tangible and real. Both to educators,
professionals and businesses as well as a wider engaged and
interested general public. We must show the impact it has across
countless industries, businesses and areas of life.
In doing that, our voice is an essential campaigning tool. Meaning
we’re restless, we ask questions, invite answers, listen and tell.
We’re encouraging and engaging. We are opinionated, clear,
challenging, worldly.
Ambitious for our profession, we’re keen for engineering to be
3.0
heard and its value to be accurately understood.
TONE
OF VOICE
3.1
3.2
Overview
Headlines
Working together with one voice
3.3 Long copy A good way to think about expressing our brand through tone of
_ voice is to see it as components working together.
Thought leadership When our words are spoken with authority and leadership we will
inspire others to be at their best. And through their resulting actions,
Campaigning. strive to change the world.
Challenging conventions. But our tone of voice needs flexibility. We provide a wide range of
written communications, from the more direct, opinionated press
Provoking thought. ads to deeper and more insightful articles that take longer to make
their point.
A call to action The following pages will give you a few tips and techniques on how
Questioning. our voice flexes to get our point across over various mediums.
Setting the agenda.

Active and engaging.
Communicating and connecting
what’s tangible.
Engineering excellence by
getting involved.
3.1
TONE
OF VOICE
3.1
3.2
Overview
Headlines
Headlines
3.3 Long copy Don’t fight for attention. Examples – where we were
_ Demand it. To illustrate what we mean about headlines, here are a few
With any form of written communication, the headline is one examples. These were used previously by the Institution.
of the most important pieces. It should be an interesting hook,
attracting the reader’s attention and encouraging them to
read on. ENERGY FROM
WASTE IN THE UK
Headlines must be relevant to the story and be interesting,
without using lazy puns or cliché. TIDAL POWER
We’re making the benefit tangible – find what that is and use it.
IN THE UK: SEAGEN
Never assume the audience knows this already. Find out what
While giving a clear description of the topic, they are functional,
they need to know and tell them that.
merely stating facts that won’t be news to our audience. Without
Even what seems a dull story can be brought to life by finding personality they will not grab anyone’s attention or serve as an
an interesting angle and using it in the headline with a clever interesting lead in to the articles they headed. With our refreshed
use of language and a strong connection to any lead image. brand and vision, these are not the headlines to use.
It’s here that our tone of voice can be the most distinctive.
Examples – where we are
Making a short, sharp point that stands out.
Thought leadership:
If the purpose of the headline is to sell something (such as
places at a seminar or a particular product or service), be very eg
clear about the benefits of ‘buying’ and communicate these
in the headline. OPPORTUNITIES
SHOULD BE SEIZED,
Don’t send people to sleep; inspire them to come and get involved.
NOT THROWN AWAY.
In magazines or websites, headlines are used to navigate the
reader around the page at a glance. eg
A good headline gets to the heart of the story in a handful TIDAL ENERGY
of words. IS MORE THAN
A SEA CHANGE.
These new thought leadership headlines use an opinion to give an
interesting angle. Thought provoking, they demand you read on
to find out more. Adding some gentle wit that is both relevant to
the story, helps connect to the audience and expresses a sense of
confidence and leadership.
3.2
TONE
OF VOICE
3.1 Overview A call to action:

3.2 Headlines
3.3 Long copy eg Some tips:
_
AS THE DEMAND FOR Try to get to the heart of the story – what is the real tangible benefit
SUSTAINABLE ENERGY to the world from the subject we’re addressing?
GROWS, HARNESSING Are we changing minds, introducing something new,
POWER FROM WASTE over-turning current thinking? What will our audience take from
BECOMES AN EVERMORE this and what do we want them to do now?
VIABLE OPTION.
BE PART OF THE Think about how we feel about this. What’s the opinion
SOLUTION. behind it? Why is it so special?
Is there a nice/clever/appropriate link between the above?
eg
Try and find words that create a natural connection.
FOR THE UK TO HAVE Don’t be afraid to be less explicit about the content of
A REALISTIC CHANCE the headline.
OF REDUCING GREENHOUSE
GAS EMISSIONS BY 80% Sometimes a headline will tell you all you need to know
BY 2050, ELECTRICITY about the article, other times it will deliberately reveal little.
GENERATION MUST BE
ALMOST ZERO CARBON Whichever option, it should always be interesting and engaging.
EMITTING BY 2030.
MAKE A DIFFERENCE
FOR THE FUTURE.
These call to action headlines have moved the debate on.
Showing their authority and knowledge, they do not question
the case for sustainable energy generation or carbon reduction.
Instead they pinpoint the tangible solution and tangible benefit,
linking that directly to the call to get involved, to be ‘part of the
solution.’ Though longer, these lines have real energy and a
sense of purpose.
3.2
TONE
OF VOICE
3.1
3.2
Overview
Headlines
Long copy Example
[Taken from the power industries homepage]:
3.3 Long copy A point made simply is a point well made.
_ The aim of the Power Industries Division is to promote
It’s inevitable that we will need to write in some depth on
the safe, efficient, cost-effective and environmentally
many occasions.
sensible generation and utilisation of non-motive
This is where it becomes most difficult to maintain a power and we will provide a national and international
consistent tone of voice and personality. The main thing to
bear in mind is to be human.
focus for the dissemination of mechanical engineering
knowledge and best practice in that field.
Some tips: How it could be improved:
– Write how you speak, not like a text-book
– Use active not passive constructions – ‘we know’ Just because a power source is non-motive, doesn’t
not ‘it is known’ mean we can’t work towards improving it. Our Power
– Try and break down large bodies of text into digestible Industries Division focuses on promoting the safe,
chunks efficient, cost-effective and sustainable management
– Be clear and concise of non-motive power. From how it’s generated and
– Use a variety of different sentence lengths to vary distributed, right the way through to the way it’s used,
the pace and keep things interesting we use our knowledge of mechanical engineering to
– Use simple metaphors and analogies if they help help advance the industry worldwide.
to deliver understanding, but do so sparingly
– Short sentences make reading easier, especially Thought leadership, what we’ve done:
if explaining something complex. Try and break With an emphasis on thought leadership, while retaining the same
large paragraphs into smaller sentences content, we’ve made the copy more digestible by breaking it into
– Get to the point quickly chunks.
– Use ‘we’ collaboratively not condescendingly – talk The first line adds a little context and opinion, helping what may
‘with’ not ‘at’ people seem an unrelated area feel very relevant for mechanical engineers.
– Know your facts even if you don’t use all of them,
We’ve removed unnecessary long-winded words like utilisation
your knowledge will be visible in the way you construct
and dissemination, replacing them with easier to read words and
your arguments
phrases expressing the same thing. It’s not about dumbing down,
just improving readability.
We’ve also made the whole paragraph feel more active and alive, by
talking in the first person and having a more human personality.
3.3
TONE
OF VOICE
3.1 Overview Example:

3.2 Headlines It was thought that non-motive power sources either
3.3 Long copy
couldn’t be improved or it wasn’t economically viable
_
to try. We’ve never agreed, our Power Industries
Division promoting the safe, efficient, cost-effective
and – crucially – the sustainable management of non-
motive power. It’s the global drive to find ever more
responsible ways to produce and use power that’s
moved the argument to us. Join us in using mechanical
engineering to help advance this industry even further
worldwide.
A call to action, what we’ve done:
In asking our audience to get involved we’ve again moved the
debate on.
‘We’ve never agreed’ is the bridge between outlining what was the
past thinking with our agenda setting position.
Here, ‘crucially’ directs attention to the key element of the debate.
The need for more sustainable energy use and something we’re
already addressing – a fact that has now brought the argument to us.
By using ‘global drive’ we link the wider context to the specific
and tangible benefit ‘to help advance this industry even further’.
That also gives a context to the call to action – ‘join us’.
3.3
VISUAL
TOOLKIT
Seeing things our way.

These sections define how the basic visual elements
of our brand come together. These elements are
straightforward and simple to use. They have been
specifically designed to work together to effectively
communicate our personality and to bring
our vision to life.
4.0
VISUAL
TOOLKIT
TRAPEZIUM
4.1
4.2
The Trapezium
Using the Trapezium
The Trapezium
4.3 Minimum size & space This is our mark. It represents the Institution.
4.4 Positioning Trapezium
4.5 Sizing the Trapezium The mark is simple, bold and distinctive. The full name of the
4.6 What not to do Institution is contained in a bold, forward facing red lozenge, giving
4.7 Primary colours the Institution a voice that distinguishes it from other institutions
4.8 Primary colour usage and governing bodies.
4.9 Secondary colours
The Trapezium is unique and has been specially developed for the
4.10 Secondary colour usage
Institution. For this reason, it is important to only use the master
4.11 Typographic style artwork supplied. Never redraw or distort the artwork in any way.
4.12 Headline style
4.13 Trapezium & headlines Refer to the artwork library in section 9 for ready-to-use artworks in
4.14 Sub-headings, intros a variety of file formats.
4.15 Text type sizes
4.16 Pull-out quotes
4.17 Long quotes
4.20 Imagery intro
4.22 Desaturating imagery
4.23 Imagery to sell
4.24 Cut-outs
4.25 Graphic treatments
4.26 Difficult shots
4.27 Photographing people
4.28 Illustration
4.29 Photographs & illustration
4.30 Cover design principles
4.1
VISUAL
TOOLKIT
TRAPEZIUM
4.1
4.2
The Trapezium
Using the Trapezium
Using the Trapezium The Trapezium must not appear on a red background where
a keyline has to be added to define the lozenge shape.
4.3 Minimum size & space The Trapezium may only be used in the following colours:
4.4 Positioning Trapezium The Trapezium may also be reproduced out of various metals,
for items such as badges, and etched in to material surfaces
4.5 Sizing the Trapezium — Red on a white background
such as glass. It may also be embossed or de-bossed.
4.6 What not to do — Red on a Steel Blue background
4.7 Primary colours — Red on a photographic background
4.8 Primary colour usage — Red on a Dark Red background
— Red on black background
— Black on a white background
4.11 Typographic style No other colours should be used.
4.12 Headline style
4.13 Trapezium & headlines
4.14 Sub-headings, intros
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.2
VISUAL
TOOLKIT
TRAPEZIUM
4.1
4.2
The Trapezium
Using the Trapezium
Trapezium minimum size The Trapezium should never be used below the minimum size
shown here. However you may find that the minimum size is larger
4.3 Minimum size & space
and space if the mark is being etched or stitched as opposed to printed.
4.4 Positioning Trapezium The use of the Trapezium is flexible. It is designed to be used in For general use, the Trapezium should not appear close to other
4.5 Sizing the Trapezium close proximity to (but not touching) other elements. Typically graphic elements. Follow the exclusion zone guideline given below.
4.6 What not to do it's used in the following ways: When the Trapezium is used beneath main headings make sure that
4.7 Primary colours it is positioned 1x from the baseline so maintaining the exclusion
4.8 Primary colour usage — On its own on flags or banners zone rule.
4.9 Secondary colours — In clear space on stationery, on our website or as a sign-off
4.10 Secondary colour usage on the back of brochures
4.11 Typographic style — Directly under messages and brochure titles and linked to
the typography
4.12 Headline style
— Endorsing the Institution’s events such as Formula Student
4.13 Trapezium & headlines and Support Network where it is used directly under the
4.14 Sub-headings, intros event logotype
4.17 Long quotes
1x 1x
4.20 Imagery intro
4.21 Hero engineering & news 1x
4.24 Cut-outs
4.25 Graphic treatments 2x
4.28 Illustration
4.29 Photographs & illustration 8mm 1x
4.32 Signing divisions/groups MINIMUM SIZE EXCLUSION ZONE
4.3
VISUAL
TOOLKIT
TRAPEZIUM
4.1 The Trapezium
Positioning the Trapezium
4.2
4.3
Using the Trapezium
Minimum size & space When the Trapezium is used beneath headings, the following TIDAL
4.4
4.5
Positioning Trapezium
Sizing the Trapezium
basic positioning guide should be followed.
ENERGY
IS MORE
4.6 What not to do
4.7 Primary colours
THAN
A SEA
4.11 Typographic style
CHANGE.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.26 Diffi cult shots
4.28 Illustration
4.29 Photographs & illustration Improving the world through engineering

4.4
VISUAL TIDAL MAKING GREEN
TOOLKIT MAKE MONEY
TRAPEZIUM ENERGY USING THE LATEST
INNOVATIONS IN
IS MORE SUSTAINABILITY
TO BENEFIT YOUR
BUSINESS.
4.1 The Trapezium
Sizing THAN
A SEA
16 mm
4.2 Using the Trapezium
4.3 Minimum size & space the Trapezium
4.4
4.5
4.6
What not to do
There are recommended sizes for the
Trapezium that should be followed across
communications when using it on A
CHANGE.
16 mm
4.7 Primary colours sized print formats. A5 Landscape
4.9 Secondary colours As already illustrated the Trapezium is
4.10 Secondary colour usage used directly under a headline or titles,
4.11 Typographic style half its height away from the headline. Its
4.12 Headline style vertical position changes depending on
4.13 the length of the type that preceeds it. 16 mm
Trapezium & headlines
For A3. enlarge the A4 example by the
4.15 Text type sizes standard 144%.
4.17 Long quotes For non-standard sizes like pull up
4.18 Bullet points & numbers banners, scale the Trapezium and
4.19 Typographic layouts dimensions to fit across the width
4.20 Imagery intro from the examples shown here. A4 DL
4.22 See 4.14 for more detailed guidelines on
Desaturating imagery
connecting the Trapezium to headlines.
TIDAL
MAKING GREEN
4.24 Cut-outs MAKE MONEY
4.25 Graphic treatments ENERGY USING THE LATEST
INNOVATIONS IN
SUSTAINABILITY
IS MORE TO BENEFIT YOUR
BUSINESS.
THAN
4.27 Photographing people 11 mm
4.28 Illustration 11 mm
4.29 Photographs & illustration A SEA
4.30
4.31
Cover design principles
Using the strapline
CHANGE.
4.32 Signing divisions/groups 11 mm A6
4.5
A5 Portrait DL
VISUAL
TOOLKIT
TRAPEZIUM
4.1
4.2
The Trapezium
Using the Trapezium
What not to do
4.6 What not to do
4.7 Primary colours
4.12 Headline style
4.13 Trapezium & headlines TIDAL
4.14 Sub-headings, intros ENERGY
DO NOT PLACE
WORDS IN THE IS MORE
4.15 Text type sizes TRAPEZIUM SHAPE THAN
4.16 Pull-out quotes A SEA
CHANGE.
4.17 Long quotes EDUCATION
4.20 Imagery intro
4.22 Desaturating imagery Do not use the Trapezium pointing Do not make shapes or tags out of Do not use as an arrow or device Do not add any additional descriptors
4.23 Imagery to sell upwards or at an angle. the Trapezium. Don’t place words to point to other information. under the Trapezium (apart from
4.24 Cut-outs in the Trapezium. when using the strapline, see 4.36).
4.28 Illustration
4.29 Photographs & illustration TIDAL
4.30 Cover design principles THE INSTITUTION OF
MECHANICAL ENERGY
IS MORE
4.32 Signing divisions/groups ENGINEERS
4.33 Signing sub-brands THAN
A SEA
CHANGE.
4.6 Do not reconstruct the mark using
another font.
Do not print in any other colourway
than specified.
Do not change the angle or shape of
the Trapezium.
Do not add any additional descriptors
under the Trapezium (apart from
when using the strapline, see 4.36).
VISUAL
TOOLKIT
XXXX
COLOUR
4.1
4.2
The Trapezium
Using the Trapezium
Primary Colour Palette
4.3 Minimum size & and
space
space There are 4 colours within our primary palette plus white.
4.5 Sizing the Trapezium Bright Red
4.6 What not to do Dark Red
4.7 Primary colours Steel Blue
4.8 Primary
Secondary colour
colours
usage Warm Grey
4.9 Secondary
Colour usgae colours
We are primarily a red brand, however the other colours in the
4.10 Secondary
Typographic colour
styleusage
palette should be used for variety and balance and to help soften
4.11 Typographic
Trapezium and style
headlines our overall appearance. Balance in the use of these colours should
4.12 Headline
Sub-headings,
style intros be achieved. They have been designed to work together.
4.13 Trapezium
Pull-out quotes
& headlines
4.14 Sub-headings,
Long quotes intros Bright Red is our main colour, the lead colour for our headlines and
4.15 Text
Bullettype
points
sizes
and numbers the colour of the Trapezium. Bright Red is also used as a background
4.16 Pull-out
Typographic
quoteslayouts colour, however the Trapezium should not appear on it.
4.17 Long
Imageryquotes
intro
Dark Red is used as the secondary colour on headlines for emphasis
4.18 Bullet
Hero engineering/news
points & numbers
and balance where required.
4.19 Typographic
Desaturating layouts
imagery
4.20 Imagery
- Photoshopintro Steel Blue is used mainly as a background colour and adds
4.21 Hero
- Bleach
engineering
bypass & news distinctiveness to our brand. It can be also used as a headline colour
4.22 Desaturating
- Black and whiteimagery if there is enough contrast with the background it sits on, usually
4.23 Imagery to sell one of our other colours. Ensure text is always legible.
4.24 Cut-outs
Graphic treatments
4.25 Graphic
Difficult treatments
shots Warm Grey is usually used for text, but can also be used lightly
4.26 Difficult
Photographshotsand illustration tinted in backgrounds for charts and to create blocks for text.
4.27 Photographing
Illustration people
4.28 Illustration
4.29 Photographs
Using the strapline
& illustration
4.30 Cover
Signing design
divisions/groups
principles Bright Red Dark Red Steel Blue WARM GREY WHITE
4.31 Using
Signing the
sub-brands
strapline Pantone® 485 C Pantone® 188 C Pantone® Warm Grey 11
Pantone® 559 C
themes
C 0 C 17 C 32 C 29
M 90 M 100 M 2 M 39
4.34 Commercial businesses Y 100 Y 62 Y 40
Y 22
4.35 One Birdcage Walk K 0 K 60 K 3 K 68
4.7
R 213 R 119 R 188 R 103
G 43 G 36 G 212 G 92
B 30 B 50 B 195 B 83
VISUAL
TOOLKIT
COLOUR
4.1
4.2
The Trapezium
Using the Trapezium
Primary colour usage
4.3 Minimum size & space Illustrated here are the colour combinations that you can use on
4.4 Positioning Trapezium communications for type headlines. Wherever possible headlines
4.5 Sizing the Trapezium should lead on red.
4.6 What not to do
4.7 Primary colours
4.9 Secondary colours TIDAL TID
TIDAL TIDAL TIDAL TIDAL
4.10 Secondary colour usage ENERGY ENE
ENERGY ENERGY ENERGY ENERGY
4.11 Typographic style IS MORE IS MORE IS MORE IS MORE IS MORE
4.12 Headline style THAN THAN THAN THAN THAN
4.13 Trapezium & headlines A SEA A SEA A SEA A SEA A SEA
4.14 Sub-headings, intros CHANGE. CHANGE. CHANGE. CHANGE. CHANGE.
4.17 Long quotes
4.20 Imagery intro Improving the world through engineering Improving the world through engineering Improving the world through engineering Improving the world through engineering Improving the world through engineering

4.23 Imagery to sell TIDAL TI
TIDAL TIDAL TIDAL
4.24 Cut-outs ENERGY ENE
ENERGY ENERGY ENERGY
4.25 Graphic treatments IS MORE IS MORE IS MORE IS MORE
4.26 Diffi cult shots THAN THAN THAN THAN
4.27 Photographing people A SEA A SEA A SEA A SEA
4.28 Illustration CHANGE. CHANGE. CHANGE. CHANGE.
4.34 Commercial businesses Improving the world through engineering Improving the world through engineering Improving the world through engineering Improving the world through engineering
4.8
VISUAL
TOOLKIT
COLOUR
4.1
4.2
The Trapezium
Using the Trapezium
Primary colour usage
4.3 Minimum size & space This page illustrates the type of colour combinations we would
4.4 Positioning Trapezium encourage within communications. Always check that all content
4.5 Sizing the Trapezium is legible.
4.6 What not to do
4.7 Primary colours
HOW WILL HOW WILL HOW WILL
WE SUPPORT WE SUPPORT WE SUPPORTPORT
4.10 Secondary colour usage YOUR YOUR If you have the qualities and YOUR If you have the qualities and
4.11 Typographic style APPLICATION? APPLICATION? experience necessary to be a

Chartered Engineer then we’ll
make it as easy as possible for
you to register:
APPLICATION? experience necessary to be a
Chartered Engineer then we’ll
make it as easy as possible for
you to register:
4.12 Headline style BUSINESS DEVELOPMENT

MANAGERS
Available to support you at every stage and offer individual
BUSINESS DEVELOPMENT
MANAGERS

feedback on your application. Contact bdm@imeche.org feedback on your application. Contact bdm@imeche.org
THROUGHOUT THE THROUGHOUT THE THROUGHOUT THE

PROCESS I HAD ACCESS PROCESS I HAD ACCESS CAREER DEVELOPER PROCESS I HAD ACCESS CAREER DEVELOPER
TO A MENTOR FROM TO A MENTOR FROM An online toolkit that makes it easy to keep the necessary TO A MENTOR FROM An online toolkit that makes it easy to keep the necessary
4.14 Sub-headings, intros THE INSTITUTION

WHO REVIEWED MY
PROGRESS AND TAILORED
THE INSTITUTION
WHO REVIEWED MY
records of your competences as you go through the process
of registration
THE INSTITUTION
WHO REVIEWED MY
records of your competences as you go through the process
of registration
THE SCHEME TO MY THE SCHEME TO MY COMPANY-BASED THE SCHEME TO MY COMPANY-BASED
4.15 Text type sizes PARTICULAR INTERESTS.

THIS ALLOWED ME TO
CHOOSE OPTIONS THAT
PARTICULAR INTERESTS.
THIS ALLOWED ME TO
CHOOSE OPTIONS THAT
SUPPORTED THE SPECIFIC
REGISTRATION
A programme that helps your company support your
registration, through workshops and feedback sessions
THIS ALLOWED ME TO
CHOOSE OPTIONS THAT
SUPPORTED THE SPECIFIC
REGISTRATION
A programme that helps your company support your
registration, through workshops and feedback sessions
SUPPORTED THE SPECIFIC that bring together all applicants in the company that bring together all applicants in the company
TECHNICAL ROTATIONS TECHNICAL ROTATIONS
TECHNICAL ROTATIONS
I WAS DOING I WAS DOING I WAS DOING
MONITORED PROFESSIONAL MONITORED PROFESSIONAL
David Askew, CEng MIMechE David Askew, CEng MIMechE DEVELOPMENT SCHEME David Askew, CEng MIMechE DEVELOPMENT SCHEME
Manufacturing Engineer, Rolls-Royce Manufacturing Engineer, Rolls-Royce Manufacturing Engineer, Rolls-Royce
4.17 Long quotes

We can accredit your organisation’s training scheme. We can accredit your organisation’s training scheme.
This helps make sure the right opportunities are in place This helps make sure the right opportunities are in place
to enable a successful application to enable a successful application
SUPPORTED REGISTRATION SUPPORTED REGISTRATION

4.18 Bullet points & numbers SCHEME
If your organisation doesn’t have an accredited Monitored
Professional Development Scheme in place then this scheme
SCHEME

provides an equivalent provides an equivalent
LEARNING AND LEARNING AND

DEVELOPMENT DEVELOPMENT
4.20 Imagery intro We offer training courses mapped to UK-SPEC requirements

for professional registration competences, helping you
meet requirements for membership
We offer training courses mapped to UK-SPEC requirements
for professional registration competences, helping you
meet requirements for membership
4.21 Hero engineering & news 06_07 06_07 www.imeche.org/learning 06_07 www.imeche.org/learning

4.24 Cut-outs HOW WILL HOW WILL
4.25 Graphic treatments WE SUPPORT WE SUPPORT
4.26 Diffi cult shots YOUR If you have the qualities and YOUR If you have the qualities and
APPLICATION? APPLICATION?
experience necessary to be a experience necessary to be a
Chartered Engineer then we’ll Chartered Engineer then we’ll
make it as easy as possible for make it as easy as possible for
4.27 Photographing people you to register:
you to register:
MANAGERS
4.28
MANAGERS
Illustration Available to support you at every stage and offer individual
feedback on your application. Contact bdm@imeche.org
feedback on your application. Contact bdm@imeche.org

THROUGHOUT THE CAREER DEVELOPER THROUGHOUT THE CAREER DEVELOPER
PROCESS I HAD ACCESS PROCESS I HAD ACCESS
TO A MENTOR FROM An online toolkit that makes it easy to keep the necessary
TO A MENTOR FROM An online toolkit that makes it easy to keep the necessary
THE INSTITUTION records of your competences as you go through the process

of registration THE INSTITUTION records of your competences as you go through the process
of registration
WHO REVIEWED MY WHO REVIEWED MY
4.30 Cover design principles PROGRESS AND TAILORED
THE SCHEME TO MY
COMPANY-BASED
REGISTRATION
THE SCHEME TO MY
COMPANY-BASED
REGISTRATION
THIS ALLOWED ME TO THIS ALLOWED ME TO
A programme that helps your company support your A programme that helps your company support your
CHOOSE OPTIONS THAT registration, through workshops and feedback sessions CHOOSE OPTIONS THAT registration, through workshops and feedback sessions
SUPPORTED THE SPECIFIC that bring together all applicants in the company SUPPORTED THE SPECIFIC that bring together all applicants in the company
TECHNICAL ROTATIONS TECHNICAL ROTATIONS
I WAS DOING MONITORED PROFESSIONAL I WAS DOING MONITORED PROFESSIONAL
4.32 Signing divisions/groups David Askew, CEng MIMechE
Manufacturing Engineer, Rolls-Royce
DEVELOPMENT SCHEME
We can accredit your organisation’s training scheme.
This helps make sure the right opportunities are in place
David Askew, CEng MIMechE
Manufacturing Engineer, Rolls-Royce
DEVELOPMENT SCHEME
We can accredit your organisation’s training scheme.
This helps make sure the right opportunities are in place

to enable a successful application to enable a successful application
SUPPORTED REGISTRATION SUPPORTED REGISTRATION

SCHEME SCHEME
4.34 Commercial businesses If your organisation doesn’t have an accredited Monitored

provides an equivalent
provides an equivalent
4.35 One Birdcage Walk LEARNING AND

DEVELOPMENT
LEARNING AND
DEVELOPMENT
for professional registration competences, helping you for professional registration competences, helping you
meet requirements for membership meet requirements for membership
4.8
06_07 www.imeche.org/learning
06_07 www.imeche.org/learning
VISUAL
TOOLKIT
COLOUR
4.1 The Trapezium What not to do
4.2 Using the Trapezium The main things to remember are that our Steel Blue is not a
4.3 Minimum size & space headline colour on white, only the primary colours can be used,
4.4 Positioning Trapezium the Trapezium must not be used on a red background.
4.6 What not to do
4.7 Primary colours
TI
TIDAL TI
TIDAL TI
TIDAL
ENE
ENERGY ENE
ENERGY ENE
ENERGY
4.9
4.10
Secondary colours
Secondary colour usage IS MORE IS MORE IS MORE
4.11 Typographic style THAN THAN THAN
4.12 Headline style A SEA A SEA A SEA
4.13
4.14
Sub-headings, intros
CHANGE. CHANGE. CHANGE.
4.17 Long quotes
4.20 Imagery intro

4.24 Cut-outs Do not use Steel Blue as a headline Do not use any other colour, even Do not use the Trapezium on a red
4.25 Graphic treatments colour on a white background. black, as a headline colour. background.
4.28 Illustration
4.8
VISUAL
TOOLKIT
COLOUR
4.1
4.2
The Trapezium
Using the Trapezium
Secondary Colour Palette
4.3 Minimum size & space We only use these colours when we need to sell our products and
4.4 Positioning Trapezium services. Their bright tones help our materials stand out in the
4.5 Sizing the Trapezium competitive training and events market places where we need to
4.6 What not to do compete against more commercial businesses. They are always
4.7 Primary colours used as background colours to complement our primary Bright Red,
4.8 Primary colour usage Dark Red and Warm Grey and should never be used with our
Steel Blue.
4.12 Headline style
4.16 Pull-out quotes YELLOW LIME SKY BLUE
4.17 Long quotes
Use Pantone® 116 C Use Pantone® 381 C Use Pantone® 278 C
4.19 Typographic layouts C 0 C 30 C 45
4.20 Imagery intro M 14 M 0 M 14
4.21 Hero engineering & news Y 100 Y 100 Y 0
K 0 K 0 K 0
4.23 Imagery to sell R 254 R 201 R 142
4.24 Cut-outs G 203 G 221 G 186
4.25 B 0 B 3 B 229
Graphic treatments
4.28 Illustration
4.29 Photographs & illustration YELLOW LIME SKY BLUE
4.30 Cover design principles DARK DARK DARK
Use Pantone® 117 C Use Pantone® 384 C Use Pantone® 279 C
4.33 Signing sub-brands C 0 C 18 C 68
4.34 Commercial businesses M 18 M 0 M 34
Y 100 Y 100 Y 0
K 15 K 31 K 0
4.9
R 222 R 159 R 180
G 180 G 166 G 145
B 8 B 23 B 35
VISUAL
TOOLKIT
COLOUR
4.1 The Trapezium
4.2 Using the Trapezium These are the recommended colour
combinations using the support palette
across events and commercial materials.
4.4 Positioning Trapezium Never use the IMechE Steel Blue in
4.5 Sizing the Trapezium conjunction with any of these support MAKING GREEN MAKING GREEN MAKING GREEN MAKING GREEN
MAKE MONEY MAKE MONEY MAKE MONEY MAKE MONEY
4.6 What not to do colours, and only use the Dark Red USING THE LATEST
INNOVATIONS IN
USING THE LATEST
INNOVATIONS IN
USING THE LATEST
INNOVATIONS IN
USING THE LATEST
INNOVATIONS IN
SUSTAINABILITY SUSTAINABILITY SUSTAINABILITY SUSTAINABILITY
4.7 Primary colours where we have illustrated it here. TO BENEFIT YOUR
BUSINESS.
TO BENEFIT YOUR
BUSINESS.
TO BENEFIT YOUR
BUSINESS.
TO BENEFIT YOUR
BUSINESS.
4.9 Secondary colours Bio-Science Division 23-25 September Bio-Science Division 23-25 September Bio-Science Division 23-25 September Bio-Science Division 23-25 September
Seminars Seminars Seminars Seminars
4.10
University of Warwick University of Warwick University of Warwick University of Warwick
Secondary colour usage www.imeche.org/events/L192 www.imeche.org/events/L192 www.imeche.org/events/L192 www.imeche.org/events/L192
20% 20% 20% 20%

4.12 Headline style
=13% =13% =13% =13%

4.13 Trapezium & headlines CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS

4.15 Text type sizes INCREASE IN REVENUE INCREASE IN REVENUE INCREASE IN REVENUE INCREASE IN REVENUE

4.17 Long quotes
MAKING GREEN MAKING GREEN MAKING GREEN MAKING GREEN
4.18 Bullet points & numbers MAKE MONEY
USING THE LATEST
MAKE MONEY MAKE MONEY
USING THE LATEST
MAKE MONEY
USING THE LATEST
USING THE LATEST
INNOVATIONS IN INNOVATIONS IN INNOVATIONS IN INNOVATIONS IN
4.19 Typographic layouts SUSTAINABILITY SUSTAINABILITY SUSTAINABILITY SUSTAINABILITY
TO BENEFIT YOUR TO BENEFIT YOUR TO BENEFIT YOUR TO BENEFIT YOUR
4.20 Imagery intro BUSINESS. BUSINESS. BUSINESS. BUSINESS.

4.22 Desaturating imagery Bio-Science Division
Seminars
23-25 September
University of Warwick
www.imeche.org/events/L192
Bio-Science Division
Seminars
23-25 September
Seminars
23-25 September
Seminars
23-25 September

4.24
4.25
Cut-outs
Graphic treatments 20% 20% 20% 20%
=13% =13% =13% =13%
CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS

INCREASE IN REVENUE INCREASE IN REVENUE INCREASE IN REVENUE INCREASE IN REVENUE
4.28 Illustration
4.30 Cover design principles MAKING GREEN MAKING GREEN
MAKE MONEY MAKE MONEY
4.31 Using the strapline USING THE LATEST
INNOVATIONS IN
USING THE LATEST
INNOVATIONS IN
SUSTAINABILITY SUSTAINABILITY
4.32 Signing divisions/groups TO BENEFIT YOUR TO BENEFIT YOUR
BUSINESS. BUSINESS.
4.34 Commercial businesses Bio-Science Division 23-25 September Bio-Science Division 23-25 September

Seminars University of Warwick Seminars University of Warwick
www.imeche.org/events/L192 www.imeche.org/events/L192
20% 20%
4.10 =13%
CUT IN C02 EMISSIONS
INCREASE IN REVENUE
=13%
INCREASE IN REVENUE
VISUAL
TOOLKIT
COLOUR
4.2 Using the Trapezium The main things to remember are to never use the Steel Blue with
4.3 Minimum size & space the support palette. If you are using these colours on the website,
4.4 Positioning Trapezium avoid using the Lime Green as this clashes most with the Steel Blue
4.5 Sizing the Trapezium that forms the structure of the website.
4.6 What not to do
4.7 Primary colours MAKING GREEN MAKING GREEN
4.8 Primary colour usage MAKING GREEN MAKE MONEY.
USING THE LATEST
MAKE MONEY.
USING THE LATEST
4.9 Secondary colours MAKE MONEY. INNOVATIONS IN INNOVATIONS IN
4.10 Secondary colour usage USING THE SUSTAINABILITY SUSTAINABILITY
LATEST TO BENEFIT YOUR
BUSINESS.
TO BENEFIT YOUR
BUSINESS.
INNOVATIONS
4.12 Headline style IN SUSTAINABILITY
4.13 Trapezium & headlines TO BENEFIT YOUR
4.14 Sub-headings, intros BUSINESS. Bio-Science Division
Seminars
23-25 September
Seminars
23-25 September
4.15 Text type sizes www.imeche.org/events/L192 www.imeche.org/events/L192
4.16
20% 20% 20%

Pull-out quotes
4.17 Long quotes
=13% =13% =13%

CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS CUT IN C02 EMISSIONS
4.20 Imagery intro
4.23 Imagery to sell INCREASE IN REVENUE INCREASE IN REVENUE INCREASE IN REVENUE
4.24 Cut-outs
4.26 Diffi cult shots Do not allow headlines or the Do not use secondary colours in any Do not use Steel Blue with the
4.27 Photographing people Trapezium to overlap the fold, other combination. secondary colours.
4.28 Illustration they always sit in the top half.
4.10
VISUAL
TOOLKIT
COLOUR DRIVING DOWN
THE COST PER
KILOWATT.
HOW DO WE MAKE
MAKING GREEN
MAKE MONEY.
USING THE LATEST
USING
FACING
LATEST
THE
UP TO
CHALLENGES
INNOVATIONS
AND SHARING IN
SUSTAINABILITY
SOLUTIONS.
HYDROELECTRIC INNOVATIONS IN
ENERGY A MORE SUSTAINABILITY CAN BENEFIT
DELIVERING
AFFORDABLE TO BENEFIT YOUR YOUR BUSINESS.
RAILWAY
SOLUTION? BUSINESS. JAMES DYSON
ELECTRIFICATION.
4.1 The Trapezium These examples help to illustrate how the secondary
4.2 Using the Trapezium colours combine with the primary palette across Power Industries Division
Seminars
23-25 September
Seminars
23-25 September
Power Systems
Power
Seminars
Division
Industries Division 23-25 September
23-25 September
Seminars University of Warwick
4.3 Minimum size & space materials that have to work hard at selling our www.imeche.org/events/L192 www.imeche.org/events/L192 www.imeche.org/events/L192
20%
4.4 Positioning Trapezium products and services within a commercial context.
4.5 Sizing the Trapezium Lord Adonis
Labour Secretary of State for Transport
=13%
4.6 What not to do
4.7 Primary colours NOW IN
4
YEAR
4.8 Primary colour usage INCREASE IN REVENUE

4.12 Headline style NEW TECHNOLOGIES.
NEW LEGISLATION.
4.13 Trapezium & headlines APPLYING THE LATEST
DEVELOPMENTS IN
BOLTED FLANGED
4.14 Sub-headings, intros JOINTS.
S.
4.15 Text type sizes NOL OGIE.
W T ECH L A T ION
I S
4.16 Pull-out quotes NE W LEG THE
NE PLYING VELOPM ENTS
A P division T D E A N G ED
4.17 Long quotes S L
L BOLTED F
SeminarsAT E
24
Pressure systems 23-25 September
P TSO IN INTS.
4.18 Bullet points & numbers NG U

FACAIL
JO
L ENGIENG
4.19 Typographic layouts CH D SHAR S.
ANLUTION G
4.20 Imagery intro SO LIVERIN
DE ILWAY CATION. s divis
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NS
RA CTRIFI SESSIO
system
14
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4.21 Hero engineering & news ELE
Confer
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23 -2 5 ar L192
ty of W vents/
4.22 Desaturating imagery EARLY
BOOKING
Universi eche.org/e
www
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DISCOUNTS
4.23 Imagery to sell ptembe

r
23-25 Se ty of Warwick vents/L192
/e
AVAILABLE
Universi eche.org
vision .im
4.24 Cut-outs Power
Industr
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ies Di www
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2
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4.26 Diffi cult shots SANPIT
Y IS R
AN FO
TO E L21ST WITH
4.27 Photographing people TH NTURY URY
CE T CENT GY
4.28 Illustration 21SCHNOLO AN DAYS
TE AST CLEN.
– F D GREE
4.29 Photographs & illustration AN
onis te for Tra
nsport
Lord Ad ary of Sta
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4.30 Cover design principles Labour

4.10 BUY NOW BOOK ONLINE

www.imeche.org/events
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Typographic style For web text applications and Microsoft Office applications, we use
4.3 Minimum size & space Our typographic style is bold and confident. We use the slab serif Verdana. This is available as a standard font within Office 2003.
4.4 Positioning Trapezium font Serifa for all our printed material. It is available in four weights. There are no specific guidelines for type sizes for main headings
We primarily use Serifa Black for headlines, Serifa Roman or Bold for however the following may be used as a guide. Colour should be
sub-headings, depending on the degree of contrast required, and used to separate levels of text rather than the use of different
4.6 What not to do Serifa Light for text. Use Serifa Bold for numbers. type sizes.
4.7 Primary colours
4.9 Secondary colours SERIFA BLACK SERIFA BOLD
ABCDEFGHIJKLMN ABCDEFGHIJKLMN
OPQRSTUVWXYZ
4.12
OPQRSTUVWXYZ
Headline style
4.14
4.15
Text type sizes abcdefghijklmn abcdefghijklmn
4.16
4.17
Pull-out quotes
Long quotes opqrstuvwxy opqrstuvwxyz
4.19
4.20
Typographic layouts
Imagery intro
1234567890 1234567890
SERIFA ROMAN SERIFA LIGHT
4.23
4.24
Imagery to sell
Cut-outs ABCDEFGHIJKLMN ABCDEFGHIJKLMN
4.25
4.26
Graphic treatments
Difficult shots OPQRSTUVWXYZ OPQRSTUVWXYZ
4.27
4.28
Photographing people
Illustration
abcdefghijklmn abcdefghijklmn
4.29
4.30
Photographs & illustration
opqrstuvwxyz opqrstuvwxyz
4.31
4.32
Using the strapline
Signing divisions/groups 1234567890 1234567890
4.34 Commercial businesses VERDANA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
4.11 abcdefghijklmnopqrstuvwxyz
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Headline style Care must be taken when typesetting
Serifa Black. Set the kerning to Optical.
4.3 Minimum size & space There are no specific guidelines for type sizes for main headings Optical kerning adjusts the spacing between
4.4 however the following may be used as a guide. Colour should be adjacent characters based on their shapes,
used to separate levels of text rather than the use of different however some of the character spacing
type sizes. will still need to be visually adjusted. This
4.6 What not to do
will involve creating ligatures in some
4.7 Primary colours instances on certain kerning pairs.
4.8 Primary colour usage ALL HEADLINES
SERIFA BLACK
4.9 Secondary colours Leading is always set at a fixed ratio of
4.10 Secondary colour usage 1:0.75. The easiest way is to set text at
4.11 Typographic style 100pt with a 75pt leading and the scale
SET IN ALL
4.12 Headline style the text box. Text leading should always
4.13 Trapezium & headlines be at this consistent ratio.
CAPITALS
Split the colour in the headline to highlight
the meaning. The usual colour split uses
4.16 Pull-out quotes our Bright and Dark Red. The recommended
4.17 Long quotes colour splits are shown below. We should
GIVES
4.18 Bullet points & numbers always lead on Bright Red.
4.20 Imagery intro 7pt is the minimum text size that should
HEADLINES
4.21 Hero engineering & news be used.
Use of punctuation should be avoided
STANDOUT.
altogether and always close your headline
4.24 Cut-outs
with a full stop or a question mark. The
4.25 Graphic treatments exception here is the use of colons permitted
4.26 Difficult shots inside the headline, especially where these
4.27 Photographing people are commonly used in our reports.
4.28 Illustration
4.33 Signing sub-brands SERIFA BLACK SERIFA BLACK SERIFA BLACK SERIFA BLACK SERIFA BLACK SERIFA BLACK
4.34 Commercial businesses SET IN ALL SET IN ALL SET IN ALL SET IN ALL SET IN ALL SET IN ALL
CAPITALS CAPITALS CAPITALS CAPITALS CAPITALS CAPITALS
4.35 One Birdcage Walk GIVES GIVES GIVES GIVES GIVES GIVES
HEADLINES HEADLINES HEADLINES HEADLINES HEADLINES HEADLINES
STANDOUT. STANDOUT. STANDOUT. STANDOUT. STANDOUT. STANDOUT.
4.12
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Connecting the Trapezium
4.3 Minimum size & space to headlines
4.4 Positioning Trapezium There is a simple fixed dimension to make sure that the
4.5 Sizing the Trapezium Trapezium is always a fixed distance from headlines.
4.6 What not to do Follow the proportions given here.
4.7 Primary colours
SERIFA BLACK
SET IN ALL
4.12 Headline style
4.13
CAPITALS
GIVES
4.17 Long quotes
4.19
4.20
Typographic layouts
Imagery intro
HEADLINES
STANDOUT.
4.24 Cut-outs 1x
2x
4.28 Illustration
4.30 Cover design principles 2x
4.33 Signing sub-brands There are fixed sizes for the Trapezium
for different formats that are given in the
previous section. This rule governs the
4.35 One Birdcage Walk distance between it and the heading and
any sub-line that sits beneath.
4.13
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Sub-headings, intro
4.3 Minimum size & space paragraphs and text
4.4 Positioning Trapezium There are also suggested style guidelines for other type elements used
4.5 Sizing the Trapezium in the brand. Although there is a little more flexibility here depending
4.6 What not to do on the type of communication you are making.
4.7 Primary colours
4.9 Secondary colours FOR SUB-HEADINGS AND INTRO PARAGRAPHS
4.10
4.11
Secondary colour usage
Typographic style Serifa Roman set in
upper and lowercase.
4.12 Headline style
4.17 Long quotes FOR TEXT
For all normal sized text setting use
4.20 Imagery intro Serifa Roman or Light set in upper and
4.21
4.22
Hero engineering & news
Desaturating imagery
lowercase.
4.24 Cut-outs
Leading should always be visually matched
4.25 Graphic treatments to the syle shown here. Make sure type is
4.26
4.27
Difficult shots
Photographing people
never too small, and that legibility is never
4.28 Illustration compromised. The default point size we
4.29 Photographs & illustration suggest is 9/10pt.
4.31 Using the strapline Text is usually set in Warm Grey on printed
4.33 Signing sub-brands communications and black online.
4.14
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Recommended text type sizes
4.3 Minimum size & space For body copy there are some recommended type sizes
4.4 Positioning Trapezium that will always be legible.
4.6 What not to do
4.7 Primary colours Recommended body copy size For all leading if you are not following
4.8 Primary colour usage 9/10 Serifa Roman the recommended sizes, the leading
4.9 Secondary colours relationship should be 1:1.1
Lorem ipsum dolor sit amet, consectetur adipiscing Lorem ipsum dolor sit amet,
4.11 Typographic style elit. Mauris eleifend nisi a dapibus laoreet. Morbi consectetur adipiscing elit. Mauris
4.12 Headline style at velit rhoncus, fermentum dolor vitae, posuere eleifend nisi a dapibus laoreet.
4.13 Trapezium & headlines nisl. Etiam vitae neque sit amet est molestie tempus
Morbi at velit rhoncus, fermentum
4.14 Sub-headings, intros at id ipsum. Proin tincidunt vestibulum elit, nec
tincidunt metus lacinia sed. Pellentesque vitae nulla dolor vitae, posuere nisl. Etiam
4.15 Text type sizes vitae neque sit amet est molestie
pellentesque, imperdiet erat sit amet, porta enim.
4.16 Pull-out quotes Maecenas at sapien dui. In et commodo tortor, eu tempus at id ipsum. Proin tincidunt
4.17 Long quotes porta odio. Etiam rhoncus enim at mattis semper. vestibulum elit, nec tincidunt metus
4.18 Bullet points & numbers Vivamus pharetra a diam a scelerisque. lacinia sed. Pellentesque vitae
4.19 Typographic layouts nulla pellentesque, imperdiet erat
4.20 Imagery intro sit amet, porta enim. Maecenas at
4.21 Hero engineering & news sapien dui. In et commodo tortor,
eu porta odio. Etiam rhoncus enim
4.22 Desaturating imagery Recommended minimum body copy size at mattis semper. Vivamus pharetra
4.23 Imagery to sell 7/7.75 Serifa Roman a diam a sceleris
4.24 Cut-outs
4.25 Graphic treatments Lorem ipsum dolor sit amet, consectetur
4.26 Difficult shots adipiscing elit. Mauris eleifend nisi a
dapibus laoreet. Morbi at velit rhoncus,
4.27 Photographing people fermentum dolor vitae, posuere nisl.
4.28 Etiam vitae neque sit amet est molestie
Illustration tempus at id ipsum. Proin tincidunt
4.29 Photographs & illustration vestibulum elit, nec tincidunt metus
lacinia sed. Pellentesque vitae nulla
4.30 Cover design principles pellentesque, imperdiet erat sit amet,
4.31 Using the strapline porta enim. Maecenas at sapien dui. In
et commodo tortor, eu porta odio. Etiam
4.32 Signing divisions/groups rhoncus enim at mattis semper. Vivamus
4.33 Signing sub-brands pharetra a diam a scelerisque.
4.15
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Setting pull-out quotes
4.3 Minimum size & space When setting quotes we keep their style consistent, heading them Quotes can be reversed out
4.4 Positioning Trapezium with quotation marks as shown. Follow the colour guidance given of any of our background colours
here and on preceeding pages. Quotes set in this style should be no in white or any of the Institution
more than 40 words long. colours.
4.6 What not to do
4.7 Primary colours
4.11 Typographic style EVERY $1 SPENT
ON BUILDING PRE-
4.12 Headline style PAREDNESS AND
4.13
4.14
Sub-headings, intros EVERY $1 SPENT RESILIENCE CAN
SAVE AS MUCH
AS $4 IN RELIEF,
ON BUILDING PRE- RECOVERY AND
RECONSTRUCTION
PAREDNESS AND
4.17 Long quotes
LATER.
4.18
4.19
Bullet points & numbers
Typographic layouts RESILIENCE CAN
4.20 Imagery intro
SAVE AS MUCH EVERY $1 SPENT
AS $4 IN RELIEF,
4.22 Desaturating imagery ON BUILDING PRE-
PAREDNESS AND
4.23
4.24
Imagery to sell
Cut-outs RECOVERY AND RESILIENCE CAN
SAVE AS MUCH
RECONSTRUCTION AS $4 IN RELIEF,
RECOVERY AND
LATER. RECONSTRUCTION
4.27 Photographing people LATER.
4.28 Illustration
4.31
EVERY $1 SPENT
Using the strapline ON BUILDING PRE-
4.32 Signing divisions/groups PAREDNESS AND
4.33 Signing sub-brands RESILIENCE CAN
SAVE AS MUCH
4.34 Commercial businesses AS $4 IN RELIEF,
4.35 One Birdcage Walk RECOVERY
Where AND
we need less emphasis on
RECONSTRUCTION
aLATER.
quotation we can reduce its size.
4.16
Position it as before, one cap height
high, one cap height away.
VISUAL
TOOLKIT
TYPE
4.2 Using the Trapezium When setting quotes we keep their style consistent, heading them
4.3 Minimum size & space with quotation marks as shown. Follow the colour guidance given
4.4 Positioning Trapezium here and on preceeding pages. Quotes set in this style should be no
4.5 Sizing the Trapezium more than 40 words long.
4.6 What not to do
4.7 Primary colours
4.8 Primary colour usage EVERY $1 SPENT
4.9 Secondary colours ON BUILDING PRE-
PAREDNESS AND
4.10 Secondary colour usage RESILIENCE CAN
4.11 Typographic style SAVE AS MUCH
AS $4 IN RELIEF,
4.12
4.13
Headline style
Trapezium & headlines IN ADDITION TO RECOVERY AND
RECONSTRUCTION
SUPPORTING SAUDI- LATER.
GULF AIRLINES IN
Do not align left the quote marks.
4.17 Long quotes
THE REGION,THE
CS300 AIRCRAFT
4.20 Imagery intro
WILL ALLOW FOR EVERY $1 SPENT
ON BUILDING PRE-
GROWTH INTO PAREDNESS AND
4.22 Desaturating imagery RESILIENCE CAN
SAVE AS MUCH
NEW MARKETS AS $4 IN RELIEF,
RECOVERY AND
SUCH AS THE INDIAN
4.24 Cut-outs
RECONSTRUCTION
4.25 Graphic treatments LATER.
SUBCONTINENT AND
PARTS OF EUROPE,
4.28 Illustration
AS THE AIRLINE Do not wrap quote marks around
SEEKS TO EXPAND
4.30 Cover design principles the quote paragraph, top and bottom.
4.32
4.33
Signing divisions/groups
Signing sub-brands ITS NETWORK.
4.35 One Birdcage Walk Do not set quotes 40 words or longer
in this style.
4.16
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Setting long quotes
4.3 Minimum size & space When setting longer quotes over forty words we use the same style,
4.4 Positioning Trapezium leading with the quotation marks, seperated from the text by the
height of a capital letter.
4.6 What not to do
4.7 Primary colours
In addition to supporting SaudiGulf
4.12 Headline style Airlines in the region, the CS300 aircraft
4.13 Trapezium & headlines will allow for growth into new markets
such as the Indian subcontinent and
4.16 Pull-out quotes parts of Europe, as the airline seeks to
4.17 Long quotes expand its network and give passengers
4.18 Bullet points & numbers the latest in cabin comfort.
4.20 Imagery intro
With its clean-sheet design, modern
4.22 Desaturating imagery technologies and competitive costs, the
4.23 Imagery to sell CSeries aircraft will give us the opportunity
4.24 Cut-outs
to introduce a new, quality, premium
4.26 Difficult shots airline and an economically sustainable
4.27 Photographing people business model in Saudi Arabia, serving
4.28 Illustration
the domestic market, the Gulf and
4.30 Cover design principles Middle East.
4.17
VISUAL
TOOLKIT
TYPE
4.1
4.2
The Trapezium
Using the Trapezium
Setting bullet and Our in-house style is to never use punctuation at the end of
bullets, so full stops should be removed, even at the end of the
4.3 Minimum size & space number styles last bullet point. Question marks may be used in the example of a
4.4 Positioning Trapezium question being asked, and other punctuation may be used within
Use two levels of bullet point – classic bullet points (•) for the first
the sentence to help with the legibility. If the bullet is made up of
4.5 Sizing the Trapezium and En dashes (–) for the second. The indent distance is equal
two sentences, a full stop may be used to break the first sentence,
4.6 What not to do between first and second levels. When setting numbers, make sure
however the second sentence has its full stop removed.
4.7 Primary colours that two digits can be used without amending the tab distance,
4.8 Primary colour usage numbers should be set in Serifa Bold.
4.10 Secondary colour usage • The Combustion Engines and Fuels Group 1. The Combustion Engines and Fuels Group
4.11 Typographic style (CEFG) Committee represent some 12,000 (CEFG) Committee represent some 12,000
4.12 Headline style IMechE member with interest in Internal IMechE member with interest in Internal
4.13 Trapezium & headlines Combustion, IC, Engine Systems and Combustion, IC, Engine Systems and
4.14 Sub-headings, intros associated technologies associated technologies
4.16 Pull-out quotes • These can range from high speed race 12. These can range from high speed race
4.17 Long quotes engines, to passenger car and commercial engines, to passenger car and commercial
4.18 Bullet points & numbers vehicle engines and to medium and slow vehicle engines and to medium and slow
4.19 Typographic layouts speed diesel engines used in rail traction, speed diesel engines used in rail traction,
4.20 Imagery intro power generation and marine industries power generation and marine industries
4.22 Desaturating imagery − The primary interest is in engine-system
4.23 Imagery to sell design to improve performance, emissions
4.24 Cut-outs and durability to achieve the efficiency
4.25 Graphic treatments aspirations and environmental regulations
4.27 Photographing people – Thus, related technologies such as new
4.28 Illustration materials for combustion engines, alternative
4.29 Photographs & illustration fuels, injection systems, combustion
4.30 Cover design principles chamber optimisation, pressure charging
4.31 Using the strapline systems, air management, engine
4.32 Signing divisions/groups management systems, electrification and
4.33 Signing sub-brands hybrid systems, to name but a few
– Both analytical methods and the practical
techniques used in design and development
4.18
of these components are within the scope
of CEFG
VISUAL
TOOLKIT
LAYOUT STYLE
4.1
4.2
The Trapezium
Using the Trapezium
Typographic spreads
4.3 Minimum size & space This is flexible and headline and sub-heads may be set ranged
4.4 Positioning Trapezium right or ranged left depending on the supporting image being used.
4.5 Sizing the Trapezium Examples of both are shown throughout these guidelines.
4.6 What not to do
4.7 Primary colours
INCREASING MEMBER MECHANICAL
4.8 Primary colour usage AND EMPLOYER
ENGAGEMENT ENGINEERING:
IT’S NOT WHAT
YOU THINK.
4.9 Secondary colours In 2012, of all the UK professional engineering
institutions, IMechE registered the most new
Growth in key registrant grades
over past five years
Mechanical engineering is all about taking Consider the mechanical engineering

registrants in the combined grades of Chartered
Engineer, Incorporated Engineer and Engineering science and using it to produce things. It’s about that enables you to enjoy a MARS® Bar.
Mars products are made and delivered
Technician, and the most female Chartered 2,000 translating theoretical research into practical with the highest quality, at the least cost,
Engineers; it also experienced a 23% uplift in the
number of applications from paying members solutions and applications which are used by with the lowest possible consumption
1,500 society. Mechanical engineers’ discoveries, of resources.
4.11
based outside the UK.
Typographic style Total number of members in

each grade by the end of 2012
1,000
500
creations and developments of technology laid
the foundations for modern life as we know it.
Today, they design, maintain, repair and operate
Once raw materials, including sugar,
milk and packaging have been sourced,
mechanical engineering kicks in. The
everything we need in our daily lives now, and in inbound supply chain uses shipping, rail
4.12 Headline style 2008 2009 2010 2011

0
2012
the future they will deliver the solutions to sustain
and protect human society’s existence.
and road networks, plus GPS technology
– all of which are designed, built and
maintained by mechanical engineers.
The company’s UK plant in Slough which

New registrants all grades 1,047 983 1,384 1,660 2,078
produces world famous confectionery
06
New Chartered Engineers 914 834 1,135 1,214 1,435
The Institution’s focus on growth continued with Thanks to the tireless work of local volunteers
New Engineering Technicians 87 104 114 289 441
development of the membership proposition, new around the globe, the Institution reached out brands, including the MARS® Bar,
07
markets and industry relationships. In support to many new potential members. Eighty five is efficient, clean and designed for
of this, the Institution simplified the application members from around the world attended the simplicity thanks to engineers who are
4.14
continually innovating: seeking new
process, making it more user friendly; introduced annual Volunteer Ambassador Conference in
a full online application process for CEng and IEng Manchester. Joining the international network processes, technologies and ways of
applicants; and launched a campaign to engage were some 255 new volunteers including members working to improve the company’s rate of
Growth of membership based outside the UK
with engineering employers to demonstrate in Nigeria, Norway, Qatar and Mauritius, and a output, reducing waste, and minimizing
the value that professional registration brings new group in Germany. Hundreds of professional environmental impact. Engineers
to businesses. registration workshops and technical or skills

lead every process, from processing
20,000 development events were organised by members. the chocolate, nougat and caramel, to
Ninety Member volunteers trained to become new Social networking, including the influential packaging the finished products.
15,000 Professional Review Assessors, helping to bring Developing Engineers blog, continued to flourish.
a new generation of registered members into the Major infrastructure projects, such as a
engineering community. The Institution supported Among the other notable successes led by

10,000 state of the art utilities centre, support
a networking event at Jaguar Land Rover and committed volunteers in the global network
busy engineering open days at Rolls-Royce in were: the annual Hong Kong Young Member the business in achieving best in class
5,000 Derby and on board HMS Ocean. Approval was dragon boat racing; the Railway Challenge; the energy efficiency and reliability. New
given to the Monitored Professional Development Devon and Cornwall Young Members cardboard production lines are constructed to meet
Schemes or apprenticeship schemes of companies boat race; the naming of a GB Railfreight changing consumer demands, and high-
4.17 Long quotes

0
including QinetiQ, British Airways and Carl Zeiss, locomotive in honour of the Institution’s speed packaging machinery is delivering
Fellow CEng/IEng Associate EngTech
while a memorandum of understanding was Railway Division, and the Young Members new, innovative pack formats.
7,540 34,358 17,676 993
2008 2009 2010 2011 2012 signed with Siemens, to support the company in photographic competition.
International growth 14,036 15,659 18,408 19,933 20,232 its drive for professional engineering excellence. The mechanical engineering doesn’t
Work was done to improve member stop there. From the logistics of stock

A new international business development unit communications in three UK Regions, thanks to control to outbound distribution and
New Engineering Council
focused on key strategic markets around the world. monthly email newsletters. Regional meetings transportation, it is mechanical engineers
registrants elected in 2012
The new Consulting Director based in Mumbai were held in Hong Kong, Australia, Paris and Sri who play a major role in getting your
nurtured corporate relations in India to grow the Lanka, while the International Strategy Board was
2,078 Overall number of new
registrants
Overall growth in membership
grades over past five years
Institution’s membership. Relationships were
developed with multi-national, private and public
held in Singapore – the first time the committee
had ever met outside the UK.
MARS® Bar from the factory to the
supermarket shelf.
4.19 Typographic layouts +

98.5% There has been 98.5% growth
in new registrants in years
2008–2012 and 25% growth
from 2011 to 2012
100,000
sector companies, including Larson and Toubro,
Foster Wheeler, Atkins Global, TATA Motors,
Indian Railways and AEASeal.
2 3
International business development activity For more information
4.20 Imagery intro

75,000
1,435 Chartered Engineers elected: focused on visits to the Middle East, Europe,
a rise of 18% from 2011 to 2012 China, and Hong Kong. As a result, the Institution Discover the benefits of professional
50,000
is now working with seven new companies to registration for employers and businesses:
+
34% The election of 137 female provide frameworks to support their employees www.imeche.org/engineeringexcellence
Chartered Engineers is a 34% 25,000 through professional registration.

increase on 2011 Volunteer to support the professional
engineering community:
406 EVENTS CASE

0
+ % The 441 Engineering www.imeche.org/ambassadors
Technicians elected in 2012
AND SCORING STUDIES

represents growth of 406% 2008 2009 2010 2011 2012 Member activities near you:

since 2008 and 52% on 2011 Total membership 79,409 88,397 94,013 100,571 103,548 http://nearyou.imeche.org
Annual Review 2012

4.24 Cut-outs Teams can either enter a running car or compete
with just a design concept, allowing them to
spread the design and build process over 2 years.
The information below is regarding the largest
Sprint 150 points
This tests the car’s manoeuvrability and handling
qualities on a tight 800m course. To do well,
cars have to be quick as well as nimble around
I took part in Formula Student in 2008 and 2009
as part of the Queen’s University Belfast team.
In my first competition I worked in brake design,
before moving on to become team leader, with
4.25
category, Class 1, but the table gives the points the corners. responsibility for suspension design.
Graphic treatments allocation for all categories.
TESTING TIMES
Endurance 300 points
The biggest test of the teams is the 22km
endurance race where cars have to prove their
FS was my first introduction to working in
motorsport and the trackside environment and
as such was very important and shaped where

durability. There is also a mandatory stop, driver I am today. Until my involvement with FS, I was
As Formula Student aims to develop well-rounded change and hot restart that really tests reliability unsure what I should do with my mechanical
engineers, each team is assessed not only on their and the team’s ability to efficiently make changes engineering degree. The one thing I’ve taken
car’s performance and their understanding of to pedal positions, seats etc. from it is the importance of communication and
the engineering behind their design, but on their team work. Plus, no design can be too simple.

overall business proposal. This is done in a series Fuel Efficiency 100 points
of static and dynamic events. Efficient design is about more than how the car In my year as team leader, the biggest challenge
looks. Customers will expect their car to be as was to try and bring the team and all the
green and fuel efficient as possible. Top electric resources together to find a workable solution.
STATIC EVENTS cars should achieve 125 grams of CO2 per km The time and money constraints always make it
BERNADETTE (BERNIE)
4.28 Illustration
during the endurance trial. difficult especially while trying to graduate with
Design 150 points
COLLINS, 27 a good degree. In my first year as brake designer
Students must be able to explain how their Event ● Class 1 ● Class 2 the brake disc shattered during the testing and
car’s materials, components, and systems come
TRANSMISSION DESIGN we never got the car to the track. That was a
together and how their design meets the needs of
Design 150 150 AT MCLAREN RACING very challenging few days.

the intended market. Business Presentation 75 75
There are many fond memories of FS but maybe
Cost and Sustainability 100 100
Business Presentation 75 points the best one is completing my acceleration run
In this event, the judges play the role of the Skid Pad 50 down the old start/finish straight at Silverstone.
potential investors. Each team has to present a Everyone fancies themselves as a bit of a driver
Acceleration 75

business case that sells their concept to them. and that was a brilliant experience. Also, my
Sprint 150 first run in the car during testing and feeling
Cost and Sustainability 100 points how stable and secure something that the team
Endurance 300
Here teams provide an accurate estimate of the had designed and built together was. I also
cost of their car in a limited production. They Fuel Efficiency 100 found out on the last day of FS that I had got the

should be able to show to the judges where graduate position with McLaren.
Total 1000 325
they’ve spent the money and added value. They
are also required to understand how much energy FS gave me an insight into many areas of car
is required to produce their powertrain. design, but most importantly, exposed me to the
difficulties that can arise in either manufacture

or car-build. It encouraged me to design things
Fuel
DYNAMIC EVENTS with those issues in mind. It also allowed me to
Effic
work with a wide range of people from senior
Before being allowed out on to the track to lecturers to technicians and the experience
ienc 0
n
15 esig
compete in any of the dynamic events, the teams gained from each of those people and the ability
10
0
must first pass technical and safety scrutineering, to seek out and communicate with them has
D
as well as the tilt test and brake and noise tests. been very useful.
There are five dynamic events, all designed to test
different aspects of the car’s performance – an ness tion The competition allows practical application
important part of any team’s business case. Busi enta of the techniques and skills learned during an
Pres

75 engineering degree. It gives a really good view
Skid Pad 50 points of the different aspects of a career in motorsport
In motorsport straight line speed isn’t everything Endurance and the trackside environment. It is hard work
so the skid pad lets teams show how well their car 300
Cost and
at the time but the rewards make it worthwhile,
goes round corners. Cars need to have good lateral Sustain and there are lots of fun moments along the way.

100 ability
grip to complete a figure of eight in the quickest
possible time. I still keep in touch with my old university team
S and lecturers and try when I can to attend the
Acceleration 75 points 50 kid event in Silverstone. It’s always very interesting
Pa
This event focuses on the car’s powertrain d to look at the various designs from the teams,
performance and drivability and on the FS GIVES A REALLY GOOD which is something you don’t really get to do as
Ac
VIEW OF THE DIFFERENT
75
4.19
suspension’s ability to provide maximum tyre grip. a competitor. I’ve also recently attended team
c
ele
ASPECTS OF A CAREER IN
Sprint
150
The measure of acceleration is the total time it presentations in local schools to encourage
ra
MOTORSPORT AND THE
tio
takes to travel down Silverstone’s pit straight from younger people to consider engineering as
TRACKSIDE ENVIRONMENT.
n
a standing start. a career.
08 09
VISUAL
TOOLKIT
LAYOUT STYLE
4.1 The Trapezium Use bold layouts, large and small contrasting text sizes and confident
4.2 Using the Trapezium blocks of colour to bring impact to communications. Layouts like
4.3 Minimum size & space this are more relevant for our 'selling' rather than thought leadership
4.4 Positioning Trapezium communications.
There is some flexibility to all guidelines. Here we have outlined
4.6 What not to do
text to use as a constant header phrase to reinforce the
4.7 Primary colours communication idea. We have also used capital letters to highlight
4.8 Primary colour usage products in the text and help them standout – neccessary on more
4.9 Secondary colours commercial materials.
4.12 Headline style
4.16 Pull-out quotes WITH GREAT
4.17 Long quotes POWER COMES
4.18 Bullet points & numbers GREEN RESPONSIBILITY.
MAKING THE
4.20 Imagery intro
MOST OF YOUR
4.21 Hero engineering & news In a landmark collaboration, two iconic brands,
Jaguar Land Rover and Williams F1 have worked
together to create the Jaguar C-X75: one of the
It will be one of the fastest production cars in the
world, doing 0-60mph in under three seconds and
a top speed of over 200mph. With this performance
MEMBERSHIP.
world’s highest performance and environmentally will come the capability for silent electric running
4.22 Desaturating imagery sustainable supercars.

At the leading edge of automotive engineering
and innovation, the supercar showcases
with an extensive EV range in excess of 50km, and
low emissions, with a target of less than 99g/km
CO2, thanks to lightweight construction and cutting-
edge powertrain technology.

cutting-edge design, intelligent use of new
environmental technologies and elite motorsport- As Bob Joyce FIMechE, the Group Engineering
inspired performance. Director at Jaguar Land Rover says: “The time
was right to engage our collective brilliant
4.24 Cut-outs British engineering talent on this pioneering

project, overcoming technical challenges to
deliver successfully the world’s most powerful
Fellows’ Guide
electric supercar.”

4.28 Illustration
www.imeche.org Improving the world through engineering
4.19
Image: Jaguar C-X75 – courtesy of Jaguar Land Rover.
VISUAL
TOOLKIT
XXXX
IMAGERY
4.1
4.2
The Trapezium
Using the Trapezium
Imagery introduction
4.3 Minimum size & space Where required, we always use photographic imagery. Through the
4.4 Positioning Trapezium subject matters we choose and the treatment of the imagery, we
should create a style which is bold, dramatic and eye-catching and
which supports the opinions we are communicating.
4.6 What not to do The subject matter of our imagery falls into four broad categories.
4.7 Primary colours The styles shown on the following pages are the ideal and assume
4.8 Primary colour usage that new photography will be commissioned. Guidelines are given
4.9 Secondary colours within this section for making the most of any existing photography
4.10 Secondary colour usage within the Institution’s library of images.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.26
4.20
VISUAL
TOOLKIT
IMAGERY
4.1
4.2
The Trapezium
Using the Trapezium
Hero engineering and
4.3 Minimum size & space news photographs
4.4 Positioning Trapezium To help explain and add context to the Institution’s thought
4.5 Sizing the Trapezium leadership and role promoting engineering excellence we use news
4.6 What not to do based, hero engineering photographs. For these communications all
4.7 Primary colours shots should be desaturated to help make sure they feel important
4.8 Primary colour usage and newsworthy.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.21 Photographs are for illustrative purposes only,

and may not be used.
VISUAL
TOOLKIT
IMAGERY
Original photo
4.1 The Trapezium Desaturating using the bleach bypass process

The Bleach Bypass process allows you to carefully and subtly desaturate
an image in full control, holding the detail and contrast in the shot with a
4.4 Positioning Trapezium greater degree of accuracy. Look at the examples shown on the right here to
4.5 Sizing the Trapezium see what we mean. Because of this it is our preferred method of achieving
4.6 What not to do a desaturated image but it does require you to have the correct filter
4.7 Primary colours programme on your computer.
4.9 Secondary colours This can easily be bought from this web address:
4.10 Secondary colour usage http://www.google.com/nikcollection/products/color-efex-pro/
4.12 Headline style Original photo
Desaturated
4.17 Long quotes
4.18 Bullet points & numbers GLOBAL FOOD
VOICE OF PROUD TO BE WASTE NOT
4.19
THE PROFESSION. Typographic layouts AN ENGINEER. WANT NOT.
4.20 Imagery intro
4.22
Media and Political
Desaturating imagery Patrick Kniveton FIMechE
Presidential Address 2013
4.23
Activity 2013
Imagery to sell
4.24 Cut-outs
4.25 Graphic treatments Desaturated
Bleach bypass (recommended)
4.28 Illustration
Photography style
4.22 Bleach bypass (recommended)
Photography style
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium
Desaturating to black and white
4.3 Minimum size & space If a full colour image does not work well when desaturated, then
4.4 Positioning Trapezium it should be turned in to a black and white image. This is usually
the case where the image is overall very dark and lacks contrast.
4.6 What not to do
4.7 Primary colours
Original Black and white
4.9 Secondary colours Preferred Preferred
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.21 Hero engineering & news Preferred Preferred
4.24 Cut-outs
4.28 Illustration
4.22
VISUAL
TOOLKIT
IMAGERY
4.1
4.2
The Trapezium
Using the Trapezium
Imagery for when we need
4.3 Minimum size & space to be more commercial
4.4 Positioning Trapezium Desaturated imagery adds a gravitas and seriousness to news stories
4.5 Sizing the Trapezium and thought leadership pieces, however it can make us look a little
4.6 What not to do too earnest when we're selling services to our members, ie events
ARE SAFETY AND DRIVING DOWN
4.7 Primary colours and training. Here we should make sure that we look connected to PERFORMANCE
ARE SAFETY AND
COMPROMISED
PERFORMANCE
DRIVING
THE COSTDOWN
PER
BY COST-SAVING?
COMPROMISED
THE COST PER
KILOWATT.
4.8 Primary colour usage the working lives of our members. Full colour imagery is therefore MANAGING WHEELSETS
BY COST-SAVING? KILOWATT.
HOW DO WE MAKE
HOW DO WE MAKE
TO MAXIMISE
MANAGING WHEELSETS SOLAR ENERGY A
preferred here. Images that naturally have a reduced palette are BENEFITS.
TO MAXIMISE SOLARAFFORDABLE
MORE ENERGY A
4.9 Secondary colours BENEFITS. MORE AFFORDABLE
SOLUTION?
SOLUTION?
good, but don't be afraid of more colourful ones too.
4.11 Typographic style Each image must always help to tell a relevant story or illustrate a Railway division 23-25 September
Power Industries Division 23-25 September
4.12 Headline style point. We never use imagery as decoration.
Railway division
Seminars
23-25 September
Seminars
Power Industries Division
Seminars
23-25 September

4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.23
VISUAL
TOOLKIT
IMAGERY HEALTHIER
WEALTHIER AND WISER
ENGINEERING MAKES
4.1
4.2
The Trapezium
Using the Trapezium
MODERN
Cut-outsLIFE POSSIBLE.
4.3 Minimum size & space These are also hero engineering shots where we want to highlight
4.4 Positioning Trapezium engineering details or specific products. They focus on the detail,
workings and form of the product. They can be used both squared
up or cut-out of a plain background in both full colour or black and
4.6 What not to do white. Try and use shots that have been photographed simply and
4.7 Primary colours graphically,
Humans have always and the
sought to improve always
way lead
Everyonday,ahundreds
powerful considered
of people in the UK have ashot
hip not just
they live. Today, mechanical engineering is all about or knee replaced to treat arthritis. By using the latest
4.8 Primary colour usage making peoplethe engineering detail on view.
healthier, more comfortable, safer and materials and manufacturing processes, mechanical
richer in their daily lives and experiences. engineers like Dr Jonathan Jeffers FIMechE are able
4.9 Secondary colours to develop hip and knee replacement components
We live in a world shaped by engineering. Engineers that provide better function and longevity than
4.10 Secondary colour usage contribute significantly to global wealth creation. ever before.
Thanks to mechanical engineers many of us enjoy
4.11 Typographic style better healthcare, greater life expectancy and a good High performance ceramics are now used in the most
quality of life. We can get to school or work every active patients to ensure the surfaces will never
4.12 Headline style day, and travel around the world for business or wear out. Engineers at Finsbury Orthopaedics have
holidays. We are better fed, better clothed and better designed less invasive, low profile implants using
4.13 Trapezium & headlines housed, and we live in a safer environment. a pre-stressed assembly of a thin titanium shell
surrounding a thin composite ceramic insert.
4.14 Sub-headings, intros In the developing world, mechanical engineers
are making a real difference in improving lives:
4.15 Text type sizes bringing safe, reliable water sources to communities
or designing devices to end preventable infant
4.16 Pull-out quotes mortality. Satellites designed by British engineers
can offer pre-warnings of potential natural
4.17 Long quotes disasters and, as in the case of the devastating
tsunami in Japan or the earthquake in Haiti, can be
4.18 Bullet points & numbers programmed rapidly to provide critical data about
the worst affected areas – genuinely helping rescuers
4.19 Typographic layouts to save lives.
4.20 Imagery intro

4.24 Cut-outs
4.28 Illustration
4.35 One Birdcage Walk www.imeche.org Image: DeltaMotion courtesy of Finsbury Orthopaedics

VISUAL
TOOLKIT
IMAGERY
4.1
4.2
The Trapezium
Using the Trapezium
Graphic treatment of cut-outs
4.3 Minimum size & space There are ways that we can bring further creative interpretation to
4.4 Positioning Trapezium how we use cut-out shots across the brand in communications.
On the left we show how cut-out objects can be placed on top of one
4.6 What not to do of our colours – either from our primary or secondary palette. We can
4.7 Primary colours also use a multiplied colour placed over the photograph to very good
4.8 Primary colour usage effect. This is a useful technique to help create consistency where
4.9 Secondary colours multiple shots from different partners have to sit well together in a
4.10 Secondary colour usage single communication. This works best with shots that have a high
4.11 Typographic style degree of contrast like the Range Rover Evoque here. This is also a
4.12 Headline style useful technique if the shots supplied by a partner are not of a high
4.13 Trapezium & headlines enough quality to take the lead on their own.
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration

VISUAL
TOOLKIT
IMAGERY
4.1
4.2
The Trapezium
Using the Trapezium
Making the most of
4.3 Minimum size & space difficult shots
4.4 Positioning Trapezium When we are working on communications where we have
4.5 Sizing the Trapezium no budget to shoot pictures or pay expensive photo-library fees
4.6 What not to do we may be forced to use shots from our own library or kindly
4.7 Primary colours supplied by partners where we have limited control. If this is the
4.8 Primary colour usage case then we can sometimes treat them in this way to help make
them more impactful, dynamic and distinctive for the Institution.
The technique is the same as for the cut-outs previously. A
4.11 Typographic style multiplied brand colour is placed over the shot. Just ensure the
4.12 Headline style image you use is turned to black and white first, and has enough
4.13 Trapezium & headlines contrast and structure in it to be still identifiable.
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
IS NUCLEAR THE ANSWER WHAT’S NEXT
4.27 Photographing people TO THE UK’S POWER FOR HIP JOINT
CONUNDRUM? ARTHROPLASTY?
4.28 Illustration SUPPORTING EXISTING
FACILITIES THROUGH CALL FOR PAPERS
BETTER MANAGEMENT.
Power Industries division 23-25 September
Conference University of Warwick Medical division To be submitted by September 2012
www.imeche.org/events/L192 Conference


VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium Photographing people
4.3 Minimum size & space When we photograph people there are three different ways that this
4.4 Positioning Trapezium should be done.
4.6 What not to do 1. Cut-out hero portraits
4.7 Primary colours
4.8 Primary colour usage These should be shot against a white background, and are designed
4.9 Secondary colours to focus attention on the person, rather than allowing audiences to
4.10 Secondary colour usage be distracted by the activity, job or surroundings they are in. These
4.11 Typographic style types of photograph should always be shot in black and white.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.27
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium 2. Engineers at work
4.3 Minimum size & space When we need to show engineers at work, keep the shots as natural
4.4 Positioning Trapezium and 'newsy' as possible. These can be either black and white or full
4.5 Sizing the Trapezium colour shots, a less saturated colour palette can also work here.
4.6 What not to do Try and compose the shot so that subject is the hero and they are
4.7 Primary colours framed in an interesting way, and make sure all portraits tell a clear
4.8 Primary colour usage and interesting story.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.27
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium 3. Event speakers
4.3 Minimum size & space When you are taking or requesting photographs of speakers, make
4.4 Positioning Trapezium them all black and white so they sit together successfully. All
4.5 Sizing the Trapezium backgrounds should be plain and uncluttered, and try to avoid shots
4.6 What not to do where people are artificially smiling. Unfortunately saying cheese,
4.7 Primary colours usually creates a cheesy image. Crop portraits as tight as you can,
4.8 Primary colour usage there is nothing wrong with losing the top of a head in a portrait,
4.9 Secondary colours it creates energy and dynamism. Positioning them off centre in
the frame will also create a more dynamic, engaging and
interesting picture.
4.12 Headline style
USING THE
4.15 Text type sizes LATEST
INNOVATIONS IN
4.16 Pull-out quotes SUSTAINABILITY
CAN BENEFIT
4.17 YOUR BUSINESS.
Long quotes JAMES DYSON
4.19 Typographic layouts Power Systems Division 23-25 September
4.20 Imagery intro www.imeche.org/events/L192

4.24 Cut-outs
4.28 Illustration
4.27
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium Making the best out of an average image
4.2 Using the Trapezium At times, you may be required to make the best out of a bad image
4.3 Minimum size & space supplied to you. Here are a few principles and tips to follow that will
4.4 Positioning Trapezium help you use the image more successfully.
4.6 What not to do Original
4.7 Primary colours Example 1
4.8 Primary colour usage 1. Convert to image to black and white
4.9 Secondary colours 2. Adjust curves to brighten image
4.10 Secondary colour usage 3. Increase contrast
4. Crop image and off centre person in
the frame – creates a more dynamic
4.12 Headline style
and interesting picture, whilst hidding
4.13 Trapezium & headlines unnecessary clutter in the background
4.17 Long quotes
4.19 Typographic layouts Example 2
1. Convert to image to black and White
4.20 Imagery intro
2. Adjust curves to brighten image
3. Increase contrast
4.22 Desaturating imagery 4. Blur background to create a perception
4.23 Imagery to sell of depth of field and help focus
4.24 Cut-outs attention on the person
4.28 Illustration
4.30 Cover design principles Example 3
4.31 Using the strapline When possible, it is always best to
4.32 Signing divisions/groups remove a cluttered background to help
4.33 Signing sub-brands focus on the person
4.27
Original
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium Avoiding the clichés
4.2 Using the Trapezium These obvious stock library images and clipart ways of telling stories
4.3 Minimum size & space are not part of the brand. These over used types of image are boring
4.4 Positioning Trapezium and add nothing – instead they would portray us as an organisation
4.5 Sizing the Trapezium devoid of ideas and freshenss. Avoid at all costs.
4.6 What not to do
4.7 Primary colours
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.27
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium Illustration
4.3 Minimum size & space We don’t always have to use photography. Sometimes we can use
4.4 Positioning Trapezium simple bold graphic illustration to help us communicate the product
4.5 Sizing the Trapezium or service benefits. These illustrations must never try and draw
4.6 What not to do representational pictures, instead they should allude to dynamism
4.7 Primary colours and growth, or a sense of journey, development and change.
They must always be constructed out of only the primary or
support palette, never mixing from both. Subtle highlights and
4.9 Secondary colours shadows can also help add a layer of sophistication to the final
4.10 Secondary colour usage illustration.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.28
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium These further examples demonstrate a range of illustrations that
4.2 Using the Trapezium were developed to help the Learning and Development team
differentiate themselves from the training industry cliché of using
either stock library imagery of the young and beautiful in a modern
corporate office environment, or the visual metaphors such as chess
4.5 Sizing the Trapezium pieces, formation flying, seedlings sprouting etc.
4.6 What not to do
4.7 Primary colours The solution was to develop these abstract images that evoked
4.8 Primary colour usage growth and dynamism in a fresh, distinctive and bold way. This
4.9 Secondary colours communicated that we were a different, dynamic and interesting
4.10 Secondary colour usage partner to help businesses with their training requirements.
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
IMPROVING
The Institution of Mechanical Engineers is The Institution of Mechanical Engineers is
the fastest growing professional engineering strikingly different from other organisations
4.24 Cut-outs world thr

ough
engin
eering
THE WORLD
institution in the UK. We are connected to
the country’s most important and dynamic
industries with our members working in
that offer learning and development.
We work with leading companies, universities
ing the
THROUGH
and think-tanks to create and share knowledge
Improv
energy, environment, transport, medicine,
about all aspects of engineering. We provide
aerospace and beyond.
government, business and the public with
ENGINEERING
With a vision to improve the world through fresh thinking and authoritative, impartial

engineering we play a unique role at the heart information. We’re a catalyst for change, not
STARTS WITH
of British industry. We do this in three ways: afraid to challenge convention, and a champion
for the needs of engineers.
Setting the agenda
ENSURING
This provides us with a unique perspective

Developing professional engineers
on the issues facing your business, and the
Inspiring the next generation
understanding and ability to devise the
4.28 Illustration ENGINEERS Our work is not restricted to the UK, however.
We join forces with companies all over the
training programme your organisation needs
to grow.
ARE THE BEST world to ensure their technical workforce is We can deliver a common training experience
trained to the highest standard. across regions, or tailor a programme to the
4.29 Photographs & illustration THEY CAN BE.

particular needs of an individual market. We
For this reason we believe learning and
can train graduate engineers through to senior
development is the pivotal component in
leaders. Either way, we expect to work
achieving our vision. By equipping engineers
closely with you to create a customised

with the right skills, knowledge and experience
programme that is aligned to your specific
to help them develop, we will contribute to
commercial objectives.
strengthening the world’s leading companies.
To ultimately improve the world through Put simply, we offer the widest range of
4.31 Using the strapline engineering. training programmes designed for engineers
and businesses with technical people around
the world.
4.32 Signing divisions/groups OST L

THE CMESSFUD
4.33 Signing sub-brands SUC PLE ANS
OUR LEARNING AND DEVELOPMENT
EXPERTISE, IN SUMMARY:
PEO INESSE P
1. Long-term learning & development consultancy
4.34 Commercial businesses BUSVER STO.

2. Multiple-country roll out, local language capability
3. Tailor-made or off-the-shelf options
NE RNING
4. Complete programme management of all logistics

5. Central London training centre
LEA
6. Online diagnostic tools & e-learning capability
7. Expert in working with engineers & technical professionals
8. Offer both leadership and management as well
4.28
as technical training
01_02
pertise
and ex
rience
r expe
ing ou lopment
Introduc d Deve
ing an
in Learn
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium Photographs and illustration
4.3 Minimum size & space To help bring to life a creative concept that is relevant to the
4.4 Positioning Trapezium communication - particularly when we are trying to sell a product
4.5 Sizing the Trapezium or service - we can combine a cut-out photograph and graphic
4.6 What not to do illustration/pattern in a dramatic way.
4.7 Primary colours
Always use multiplied colours from the core palette when doing this,
and ensure that the additonal graphics add further meaning to the
4.9 Secondary colours image. Here on the example on the right we are helping describe the
4.10 Secondary colour usage dynamic forward movement of the car and Jaguar Land Rover the
4.11 Typographic style business, the example on the left alludes to the points and tracks
4.12 Headline style of a rail network and reinforces the speed and dynamism of the shot.
4.14 Sub-headings, intros Both examples add personality, dynamism and interest to what
4.15 Text type sizes would otherwise be simple and fairly basic images.
This style of imagery must only be attempted if you are able to
4.17 Long quotes
commission the illustration out to a professional illustrator or
4.18 Bullet points & numbers you are confident you can match the quality of the examples
4.19 Typographic layouts demonstrated here.
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.29
VISUAL
TOOLKIT
IMAGERY
4.1 The Trapezium A further example that demonstrates how impactful and distinctive
4.2 Using the Trapezium a treatment like this can be. Here we describe the rotation of the
turbine blades within a Rolls-Royce gas turbine engine with a
simple, dynamic graphic pattern.
4.6 What not to do
4.7 Primary colours
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.29
VISUAL
TOOLKIT
IMAGERY
4.1
4.2
The Trapezium
Using the Trapezium
4.3 Minimum size & space Our headline typographic style is very bold and therefore will be
4.4 Positioning Trapezium legible when overlaid on to most images. However, when using full
4.5 Sizing the Trapezium bleed imagery care should be taken not to place type on complex
4.6 What not to do and varied backgrounds which may interfere with legibility.
4.7 Primary colours Whatever the cover design, the typographic layout principles
4.8 Primary colour usage are consistent.
4.12 Headline style
4.17 Long quotes
4.19 Typographic layouts INSPIRING Academic
Liaison
DRIVING DOWN MAKI
THE NEXT
Officer
Information
THE COST PER MAKE
4.20 Imagery intro SPORTS
Pack
GENERATION KILOWATT. USING

4.21 Hero engineering & news ENGINEERING: OF ENGINEERING HOW DO WE MAKE INNOV
4.22 Desaturating imagery AN UNFAIR EXCELLENCE. HYDROELECTRIC SUSTA
ADVANTAGE? ENERGY A MORE
4.23 Imagery to sell AFFORDABLE TO BE
SOLUTION? BUSIN
4.24 Cut-outs
4.27 Photographing people Power Industries Division
Seminars
23-25 September
Bio-Science Divi
Seminars
4.28 Illustration www.imeche.org/events/L192

4.35 One Birdcage Walk NOW IN
4
YEAR
4.30 Improving the world through engineering

VISUAL
TOOLKIT
STRAPLINE
4.1
4.2
The Trapezium
Using the Trapezium
Using the strapline When used at the bottom of A4 stationery items, leaflets and
brochures etc, the strapline is set in Serifa Black upper and
4.3 Minimum size & space lowercase. It should be positioned as shown. For other formats
We use our brand idea ‘Improving the world through engineering’
4.4 Positioning Trapezium the size and positioning should be scaled in proportion to this
as a strapline.
specification.
4.6 What not to do This usually appears at the bottom of stationery, literature and
When used directly below the Trapezium, such as on our email
4.7 Primary colours advertising but occasionally may be used directly under the
sign-off, the strapline should be positioned as shown.
4.8 Primary colour usage Trapezium (such as on stationery and as part of our email sign-off). It
is set in upper and lowercase and where possible, it should appear in
Bright Red. Alternatively it may appear white out of an image.
4.12 Headline style X
4.13
4.14
Sub-headings, intros TIDAL
ENERGY
IS MORE
4.17 Long quotes
THAN
A SEA
4.20 Imagery intro Improving the world through engineering
CHANGE.
1½ X
4.24 Cut-outs
4.28 Illustration
1
4.35 One Birdcage Walk Improving the world through engineering 1 Strapline
Red (Pantone 485 C)
16mm
4.31
Serifa Black
12pt
A4 Cover - 297 x 210

VISUAL
TOOLKIT
DIVISIONS/GROUPS
4.1
4.2
The Trapezium
Using the Trapezium
Identifying
8mm divisions and groups
4mm 8mm 8mm 4mm 8mm
8mm
8mm
Where a piece of literature has been produced by a division, sub-
Automobile Division Combustion, Engines & Fuels Group
4.4 Positioning Trapezium 4
division or region, then this must appear as a descriptor above the
4.5
4.6
What not to do A PROBLEM
main heading. The descriptor should be set in sentence case,1 in
Warm Grey or reversed white out of an image. A PROBLEM
4.7
4.8
Primary colours
Primary colour usage SOLVED
DIVISIONS, GROUPS, REGIONS AND BRANCHES
SOLVED
IS A IS A
Division names set in Serifa Bold, sentence case, 12/12pt set solid.
4.9 Secondary colours If a group name also needs to appear this should be set underneath
PROBLEM PROBLEM
the division name in Serifa Roman upper and lowercase.
4.11 Typographic style Prints Dark Red.
SHARED. SHARED.
4.12 Headline style
4.13 Trapezium & headlines SUBGROUPS (AREAS, COMMITTEES, PANELS)
4.14 Sub-headings, intros If just group name needs to appear this should be set in
4.15 Text type sizes Serifa Roman, sentence case, 12/12pt set solid.
4.16 Prints Dark Red.
Pull-out quotes
16mm
2
4.17 Long quotes
4.20
Combustion, Engines & Fuels Group
Imagery intro
Process Industries Division Automobile Division
Power Industries Division
A PROBLEM A PROBLEM
Energy, Environment & Sustainability Group

4.22 Desaturating imagery A PROBLEM SOLVED SOLVED
4.23 Imagery to sell SOLVED IS A IS A
4.24 Cut-outs
IS A PROBLEM PROBLEM
PROBLEM SHARED. SHARED.
SHARED.
4.27 Photographing people 3
4.28 Illustration
16mm
4.33 Signing sub-brands 1 Headline 3 Strapline
Serifa Black Red (Pantone 485 C)
4.34 Commercial businesses Red (Pantone 485 C) Serifa Black
4.35 One Birdcage Walk and Dark red (Pantone 188 C) 12pt
90/65pt
4.32
4 Division
2 Logo Red (Pantone 485 C)
Red (Pantone 485 C) Serifa Bold
Height 16mm 12pt
VISUAL
TOOLKIT
SUB-BRANDS
4.1
4.2
The Trapezium
Using the Trapezium
Identifying Sub-brands
4.3 Minimum size & space Formula Student and the Support Network Awards are identified These marks will either appear:
4.4 Positioning Trapezium by their own mark. These are as shown below. Both have the — In clear space on our website
4.5 Sizing the Trapezium Trapezium as part of the mark. — Directly under messages and brochure titles and
4.6 What not to do linked to the typography
4.7 Primary colours These marks have been specially developed for the Institution.
4.8 Primary colour usage For this reason, it is important to use only the master artwork
supplied. Never redraw or distort the artwork in any way. Refer
to the artwork library in section 10 for ready-to-use artworks.
4.12 Headline style
4.13
4.14
Sub-headings, intros SUPPORT VISION FORMULA
4.15
4.16
Text type sizes
Pull-out quotes
NETWORK AWARDS STUDENT
4.17 Long quotes
4.20 Imagery intro
SUPPORT
4.23 Imagery to sell NETWORK
4.24 Cut-outs PUTTING BRIGHT
VISIONARIES YOUNG ENGINEERS
CAN CHANGE ON THE START LINE.
4.25 Graphic treatments THE WORLD.
4.28 Illustration
4.33
VISUAL
TOOLKIT
COMMERCIAL BUSINESSES
4.1
4.2
The Trapezium
Using the Trapezium
Argyll Ruane
4.3 Minimum size & space Argyll Ruane is identified by its own mark. This is shown below. The logo should never be used below the minimum size shown here.
4.4 Positioning Trapezium It has the Trapezium as part of the mark. However you may find that the minimum size is larger if the mark is
4.5 Sizing the Trapezium being etched or stitched as opposed to printed.
4.6 What not to do This mark has been specially developed for the Institution.
4.7 Primary colours For this reason, it is important to use only the master artwork For general use, the logo should not appear close to other graphic
4.8 Primary colour usage supplied. Never redraw or distort the artwork in any way. Refer elements. Follow the exclusion zone guideline given below. When
to the artwork library in section 10 for ready-to-use artworks. the logo is used above main headings make sure that it is positioned
1x from the baseline so maintaining the exclusion zone rule.
These marks will either appear:
4.11 Typographic style — In clear space on the Argyll Ruane and our website
4.12 Headline style — Directly above messages and brochure titles and
4.13 Trapezium & headlines 1x 1x
linked to the typography
4.16 Pull-out quotes 1x
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.25 Graphic treatments 1x
4.28 Illustration 16mm 1x
4.34
VISUAL
TOOLKIT
4.1
4.2
The Trapezium
Using the Trapezium
Logo versions
4.3 Minimum size & space The first strap line – Leaders in NDT, Corrosion and Coatings Training
4.4 Positioning Trapezium – should be the generic version used on collateral, letterheads and the
4.5 Sizing the Trapezium main website banner. The different strap lines will be used in various
4.6 What not to do situations dependent on the activity Argyll Ruane are pursuing.
4.7 Primary colours
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro Leaders in NDT, Corrosion and Coatings Training
4.24 Cut-outs
Leaders in Level 3 NDT Consultancy Services Leaders in Corrosion and Coatings Training
4.28 Illustration
4.34 Commercial businesses Accredited Training Partner Leaders in NDT Training, Examinations and Level 3 Services
4.34
VISUAL
TOOLKIT 34 mm
28 mm
COMMERCIAL BUSINESSES APPROVED COURSES & EXAMINATIONS FOR

ICORR CERTIFICATION
NDT TRAINING,
CERTIFICATION
AND LEVEL III SERVICES
4.1
4.2
The Trapezium
Using the Trapezium
Sizing the logo DEVELOPING
PROFESSIONAL ENGINEERS
4.3 Minimum size & space There are recommended sizes for the AND TECHNICIANS
4.4 Positioning Trapezium logo that should be followed across
4.5 Sizing the Trapezium communications when using it on
4.6 What not to do A sized print formats.
4.7 Primary colours A5 Landscape
4.8 Primary colour usage As illustrated the logo is used directly
over a headline or titles, full height of the
trapezium (x height) away from the headline.
Its vertical position changes depending
4.11 Typographic style on the length of the type that preceeds
4.12 Headline style it. For A3 enlarge the A4 example by the
4.13 Trapezium & headlines standard 144%. For non-standard sizes like 28 mm
4.14 Sub-headings, intros pull up banners, scale the Trapezium and
4.15 Text type sizes dimensions to fit across the width from the
4.16 Pull-out quotes examples shown here.
4.17 Long quotes
A4
4.20 Imagery intro DL
4.24 Cut-outs
28 mm 20 mm 20 mm
4.26 Diffi cult shots APPROVED COURSES
4.27 Photographing people APPROVED COURSES & EXAMINATIONS FOR
ICORR CERTIFICATION
4.28 Illustration & EXAMINATIONS FOR
ICORR CERTIFICATION
4.32 Signing divisions/groups A6
4.34
A5 Portrait DL
VISUAL
TOOLKIT
4.1
4.2
The Trapezium
Using the Trapezium
Imagery
4.3 Minimum size & space Desaturated, duotone imagery is to
4.4 Positioning Trapezium be used. Use brand colour filters at
4.5 Sizing the Trapezium transparency necessary to create
4.6 What not to do sufficient contrast for text legibility.
4.7 Primary colours
4.12 Headline style
4.17 Long quotes
4.18 Bullet points & numbers NDT TRAINING,
CERTIFICATION
AND LEVEL III SERVICES
4.20 Imagery intro DEVELOPING
4.21 Hero engineering & news PROFESSIONAL
ENGINEERS AND
4.22 Desaturating imagery TECHNICIANS
4.23 Imagery to sell Fully accredited courses that
conform to the certification
4.24 Cut-outs standards of ICorr, ASNT, PCN,
BGAS-CSWIP, ISO 9712, EN 4179,
NAS-410 and API-RP2X
4.25 Graphic treatments APPROVED COURSES & EXAMINATIONS
4.26 Diffi cult shots FOR ICORR CERTIFICATION
Training courses approved by the Institute of Corrosion, now delivered at the
4.27 Photographing people multimillion pound Engineering Training Centre in Sheffield:
4.28 Illustration - Painting Inspector (Level 1, 2 & 3)
- Pipeline Coatings Inspector (Level 2)
- Cathodic Protection of Marine
Metallic Structures (Level 1 & 2)
4.29 Photographs & illustration - Cathodic Protection of Reinforced
Concrete Structures (Level 1 & 2)
- Fire Proofing Inspector (Level 2)
- Insulation Inspector (Level 2)
4.30 Cover design principles - Cathodic Protection of Buried and
Submerged Structures (Level 1 & 2)
- Hot Dip Galvanising Inspector
4.31 Using the strapline For more information and to book a course:
T: +44 (0)114 399 5720
4.32 Signing divisions/groups E: arl@imeche.org
W: imeche.org/arl
4.33 Signing sub-brands Leaders in NDT, Corrosion and Coatings Training

Leaders in NDT, Corrosion and Coatings Training

4.34
VISUAL
TOOLKIT
4.1
4.2
The Trapezium
Using the Trapezium
Sonaspection
4.3 Minimum size & space Sonaspection is identified by its own mark. This is shown below. The logo should never be used below the minimum size shown here.
4.4 Positioning Trapezium It has the Trapezium as part of the mark. However you may find that the minimum size is larger if the mark is
4.11 Typographic style — In clear space on the Argyll Ruane and our website
4.12 Headline style — Directly above messages and brochure titles and
4.13 Trapezium & headlines linked to the typography
4.17 Long quotes
4.20 Imagery intro 1x 1x
1x
4.24 Cut-outs
4.27 Photographing people 1x
4.28 Illustration
4.29 Photographs & illustration 13mm
1x
4.34
VISUAL
TOOLKIT 26 mm
22 mm
COMMERCIAL BUSINESSES FLAWED

FLAWED
SPECIMENS
NDT & NDE
SPECIMENS
NDT & NDE
4.1
4.2
The Trapezium
Using the Trapezium
Sizing the logo
4.3 Minimum size & space There are recommended sizes for the
4.5 Sizing the Trapezium communications when using it on
4.6 What not to do A sized print formats.
4.13 Trapezium & headlines 22 mm
standard 144%. For non-standard sizes like
4.17 Long quotes
A4
4.24 Cut-outs 15 mm
22 mm
4.26 Diffi cult shots FLAWED
SPECIMENS
FLAWED NDT & NDE
4.27 Photographing people SPECIMENS
4.28 Illustration NDT & NDE
4.32 Signing divisions/groups A6/DL Portrait
4.34
A5 Portrait
VISUAL
TOOLKIT
4.1
4.2
The Trapezium
Using the Trapezium
Graphic device
4.3 Minimum size & space The Sonaspection brand mark has an
4.4 Positioning Trapezium optional accompanying graphic device
4.5 Sizing the Trapezium which can be applied to communications.
4.6 What not to do The application can be dynamic in both
4.7 Primary colours size, scale and cropping.
4.12 Headline style
4.17 Long quotes
TRAINING COURSES AVAILABLE
4.18 Bullet points & numbers FROM USA FACILITY
4.19 Typographic layouts t%FEJDBUFEUIFPSZBOEQSBDUJDBMUSBJOJOHWFOVF
t4UBOEBSE65 50'%BOE1IBTFE"SSBZ
4.20 Imagery intro t13&1%* JOBDDPSEBODFXJUI&13*
t*OUFSOBUJPOBMMZSFDPHOJTFEDFSUJmDBUJPOJODMVEJOH4/55$"
4.21 Hero engineering & news t"4/5FYQFSJFODFIPVSTQSPHSBNNFBWBJMBCMF
t-BVODIJOH.BZ
4.23 Imagery to sell BOOK YOUR PLACE TODAY
T +1 704-262-3384 REFERENCE RADIOGRAPHS
4.24 Cut-outs E SONASPECTION_USA@IMECHE.ORG
W SONASPECTION.COM
FOR TRAINING AND EXAMINATION.
6871 BELT ROAD, CONCORD, NC 28027, USA
SONASPECTION PRODUCE THIS HANDY A4 PACKAGE FOR RADIOGRAPH INTERPRETATION
4.26 Diffi cult shots It contains 20 Radiographs showing a minimum of 20 defects. Plus a minimum of 6 processing defects
1. Radiograph report.

2. Radiograph.
3. Student report template.
4. Defect reference section.
4.28 Illustration
Improving the world through engineering Improving the world through engineering

4.34
VISUAL
TOOLKIT
ONE BIRDCAGE WALK
4.1
4.2
The Trapezium
Using the Trapezium
One Birdcage Walk
4.3 Minimum size & space One Birdcage Walk is identified by its own mark. This is shown The logo should never be used below the minimum size shown here.
4.4 Positioning Trapezium below. It has the Trapezium as part of the mark. However you may find that the minimum size is larger if the mark is
4.11 Typographic style — In clear space on the One Birdcage Walk and our website
4.12 Headline style — Directly above messages and brochure titles and linked
4.13 Trapezium & headlines to the typography 1x 1x
4.16 Pull-out quotes 1x
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.26 Difficult shots 1x
4.28 Illustration 21mm
4.29 Photographs & illustration 1x
4.35
VISUAL
TOOLKIT 37 mm
ONE BIRDCAGE WALK 45 mm
AFFORDABLE ELEGANCE
IN THE HEART OF
AFFORDABLE ELEGANCE WESTMINSTER
4.1 The Trapezium
Sizing the logo IN THE HEART OF
4.2 Using the Trapezium WESTMINSTER
4.3 Minimum size & space There are recommended sizes for the
4.5 Sizing the Trapezium communications when using it on A
4.6 What not to do sized print formats.
4.13 Trapezium & headlines standard 144%. For non-standard sizes like 37 mm
4.17 Long quotes
A4
4.24 Cut-outs
4.25 Graphic treatments 21 mm 21 mm
37mm
4.27 Photographing people AFFORDABLE ELEGANCE
IN THE HEART OF
WESTMINSTER
4.28 Illustration AFFORDABLE ELEGANCE
IN THE HEART OF
4.29 Photographs & illustration WESTMINSTER
4.32 Signing divisions/groups A6
4.35
A5 Portrait DL
VISUAL
TOOLKIT
ONE BIRDCAGE WALK
4.1
4.2
The Trapezium
Using the Trapezium
Collateral examples
4.6 What not to do
4.7 Primary colours
4.12 Headline style
4.17 Long quotes
4.19 Typographic layouts Venue and Room Hire
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.33 Signing sub-brands Hospitality Menu
4.35
VISUAL
PRINT
TOOLKIT
APPLICATIONS
XXXX
4.1 The Trapezium
4.4 Positioning Trapezium Making our mark
4.6 What not to do
4.7 Primary colours Our print applications are more than about how we
4.8 Primary colour usage look. We must take the opportunity to be bold and
4.10 Secondary colour usage voice our opinions. By combining all elements within
4.11 Typographic style our toolkit we are able to bring our brand to life in a
4.12 Headline style
consistent and compelling way.
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.57
5.0
PRINT
APPLICATIONS
LETTERHEAD
5.1 Letterhead Our letterhead follows a simple structure with the mark used in the Letterheads should be printed on Conqueror Wove Brilliant white
5.2 Business cards top left corner and our strapline in the bottom left. This structure 90gsm paper stock. The Trapezium is 45 mm wide.
5.3 Leaflet covers should be used as a basis for other A4 stationery items.
5.4 Leaflet cover grid
The part of the Institution sending the letter should be identified in
5.5 Leaflet back covers
the sign-off at the end of letter and not appear as part of the address
5.6 Leaflet back cover grid
information.
5.7 Leaflet text spreads
5.8 Leaflet inserts 28mm 28mm 8mm
5.9 Broadsheets
5.10 Brochure covers 1 Trapezium
15mm
Red (Pantone 485 C)

5.11 Brochure text spreads 1 Birdcage Walk
1 2 Westminster
5.12 Posters London SW1H 9JJ 2 Address Details
55mm
T +44 (0)20 7222 7899 Serifa Light
40mm
5.13 Paper stocks F +44 (0)20 7222 4557

8pt/9pt
enquiries@imeche.org
www.imeche.org Black
3
Private and Confidential
3 Emphasis
Verdana Bold 11pt
A N Other
Building
Black
44mm
Street
Town Code
Country
4 Body text
Verdana
1st March 2008
11pt/12pt
5 Black
Our Reference: AB/CD/000000 Your Reference: ABCD/000
4
5 Fold Line
Dear Sir/Madam
3mm long 0.2pt
Subject of letter
In this example, text is aligned left, in upper and lower case. The body text is 6 Charity number
set in 11pt Verdana Regular, with 12pt leading. The letterhead has been Serifa Light
designed so that it can be used with a DL window envelope. The address
should ideally be no longer than six lines. 7pt/8pt Regular
In this example, emphasis is achieved by emboldening. Different methods of
Black
emphasis should not be used within the same letter. Capital letters are only
used within references, for the beginning of sentences and for proper nouns.
Punctuation is used as shown. 7 Strapline
Serifa Black
Finally in this example, one full line space separates paragraphs. One full line
space is allowed between the salutation and the subject heading and the start 9.5pt
of the text. Four full line spaces are allowed for the signature.
Bright Red (Pantone 188 C)
Yours faithfully
Anthony Other
Competition Director
Public Challenge Award
5.1 Improving the world through engineering 7 Registered charity number

206882
6
8mm
PRINT
APPLICATIONS
BUSINESS CARD
5.1 Letterhead Our business cards are double-sided with the strapline appearing on If the address information requires additional lines the information
5.2 Business cards the back, white out of red. may be set higher on the card than the 23mm specified. The name
5.3 Leaflet covers must then also move up and align with the first line of the address.
5.4 Leaflet cover grid They are laid out in two columns with name and title of the left and
address information on the right. Business cards should be printed on Conqueror Wove Brilliant white
350gsm paper stock.
Parts of the Institution may be identified in the job title only and
5.7 Leaflet text spreads must not appear as part of the address information
5.8 Leaflet inserts
5.9 Broadsheets
5.10 Brochure covers
5.11 Brochure text spreads
4mm 40mm
5.12 Posters
5.13 Paper stocks 1 Trapezium
1 Bright Red (Pantone 485 C)
12mm
2 Name
Serifa Bold
7pt/8pt
Black
2 3
Anthony Other 1 Birdcage Walk 3 Address Details
Director London SW1H 9JJ Serifa Roman
Marketing & Communications www.imeche.org
7pt/8pt
23mm
T 020 1234 5678 Black

F 020 1234 6789
4 Back colour
4mm 5 Strapline
Serifa Black
4mm
Centered
9pt
4 White
28mm

4mm
4mm
4mm 4mm
5.2
PRINT
APPLICATIONS
COVERS
5.1 Letterhead These may be produced as standard A4 saddle stitched documents As our typographic style is strong and recognisable it allows some
5.2 Business cards or as larger A1 or A2 format broadsheets. variety on the cover layout. There are no specific rules regarding
5.3 Leaflet covers the positioning of the main heading, apart from observing the grid
They may be typographic or use an image. The main title should and margins shown. However, all information should be grouped
take the form of an opinion about the subject of the lecture. The together in one area as shown. A top left positioning feels the most
actual title of the lecture and the speaker should appear as part of natural, however information may be ranged on the right hand side
5.6 Leaflet back cover grid the sub-heading information. or towards the bottom for variety.
5.8 Leaflet inserts If the lecture is coming from a division or a specific group then this The Trapezium must always be positioned below the main heading
5.9 Broadsheets should appear above the main heading as described. as shown.
5.11 Brochure text spreads Our strapline must appear on lecture series leaflets and report covers.
5.12 Posters
5.13 Paper stocks
GLOBAL FOOD
VOICE OF PROUD TO BE WASTE NOT
THE PROFESSION. AN ENGINEER. WANT NOT.
Media and Political Patrick Kniveton FIMechE

Activity 2013 Presidential Address 2013
5.3
PRINT
APPLICATIONS
COVER GRID
5.1 Letterhead A basic eight column grid has been created for front covers.
5.2 Business cards For larger or smaller formats the basic proportions should be
5.3 Leaflet covers scaled accordingly.
8mm 4mm 8mm
8mm
5.8
5.9
Leaflet inserts
Broadsheets TIDAL 1

ENERGY
IS MORE
5.12 Posters
THAN
5.13 Paper stocks
A SEA
CHANGE.
16mm

3
16mm
1 Headline 2 Trapezium 3 Strapline

Red (Pantone 485 C) Red (Pantone 485 C) Red (Pantone 485 C)
5.4
and Dark red (Pantone 188 C) Height 16mm Serifa Black
Serifa Black 12pt
90/65pt
PRINT
APPLICATIONS
COVER GRID
5.1 Letterhead The same grid structure applies to back covers. The back
5.2 Business cards cover should feature address information and contact details, always
5.3 Leaflet covers laid out to match the style here. Never add the Trapezium to the
5.4 Leaflet cover grid back page as part of the address block.
5.8 Leaflet inserts
5.9 Broadsheets
8mm 4mm 8mm
8mm
5.12 Posters
5.13 Paper stocks 3
1 Name
Serifa Black
White
10/11pt
Institution of
Mechanical Engineers 1
1 Birdcage Walk
Westminster 2 2 Address
London SW1H 9JJ
Serifa Roman
T 020 7304 6980
F 020 7222 8553 White
www.imeche.org 10/11pt
5.5
16mm
3 Colour
Red (Pantone 485 C)
PRINT
APPLICATIONS
LAYOUTS
5.1 Letterhead A basic seven column grid has been designed for inside spreads.
5.2 Business cards The amount of information appearing on a page very much depends
5.3 Leaflet covers on the number of pages within the leaflet. Headings on text pages
5.4 Leaflet cover grid should also take the form of an opinion. Layout is flexible but try
to allow as much clear space as possible to put emphasis on the
heading and to create impact through imagery where used.
5.7 Leaflet text spreads Single strong images which occupy the whole spread are preferred
5.8 Leaflet inserts to multiple images.
5.9 Broadsheets
8mm 4mm 16mm 4mm 8mm
5.12 Posters
8mm
5.13 Paper stocks 1 Event description
INJECTION
CALL FOR PAPERS
Serifa Black Caps
Norfolk & Waveney Area
SYSTEMS
Hethel Engineering Centre Bright Red (Pantone 485 C)
Norwich, Norfolk
and Dark Red (Pantone 188 C)
FOR IC
25 September 2009
www.imeche.org/events/s1349 28/20pt
ENGINES
1
2
2 Event date
Serifa Roman
14/12pt
3 Body text
Serifa Roman
Black
9/10pt
4 4 Event information
ABOUT THE CONFERENCE OFFER OF PAPERS CONFERENCE ENQUIRIES ORGANISING COMMITTEE
headers
Consectetuer adipiscing elit. Etiam scelerisque Dolor sem, elementum vitae, fringilla congue, Stephanie Love/ Gilda Ereira Dr Roy Horrocks
Serifa Black Caps
Ford Motor Company
interdum felis. Cum sociis natoque penatibus et convallis et, elit. Fusce ante sagittis eleifend. Institution of Mechanical Engineers Dr Denis Gill City University London
magnis dis parturient montes, nascetur ridiculus Suspendisse accumsan. Metus a neque. Quisque 1 Birdcage Walk Mr Mike Kenhard VDO Automotive AG
mus. Mauris commodo ma gna at elit. Aliquam id ligula odio, facilisis vel, iaculis a, suscipit eu, sem. London SW1H 9JJ, UK Dr Ralph Schernewski Robert Bosch GmbH Bright Red (Pantone 485 C)
6
dolor ut lacus blandit dapibus. Sed nibh ligula, Ut consequat orci. Donec gravida mi ac dolor. Mr Philip R Hore Ricardo UK ltd
tincidunt ac, bibendum vel, interdum a, magna. Quisque tempus. Duis vestibulum libero quis Tel: +44(0) 20 7973 1312
Fax: +44(0) 20 7222 9881
Dr Rainer W Jorach Delphi Diesel Systems Limited and Dark Red (Pantone 188 C)
Proin vel ligula eu mi ultrices gravida. Nam varius ligula.
vulputate lorem. Vestibulum condimentum porta Email: s_love@imeche.org
5 6 16/13pt
augue. Suspendisse dui. Praesent pulvinar. Sed fermentum suscipit elit. Pellentesque semper
Praesent ut tellus eget mauris volutpat ullamcorper. diam vitae magna. Vivamus id enim nec velit
EXHIBITION & SPONSORSHIP:
Aenean nulla. Maecenas volutpat dapibus quam. vestibulum euismod. Ut neque lectus, lobortis sit 3
Vivamus non urna ut nunc hendrerit placerat. Ut
eget libero ut ante lacinia ullamcorper. Duis massa.
amet, tempor vitae, facilisis eu, risus. Proin eget
erat sed.
PROMOTIONAL OPPORTUNITIES
5 Comittee members
Fusce vel dolor. Cras mauris arcu, mattis nec,
aliquet id, vulputate in, ante. Donec facilisis Cum sociis natoque penatibus et magnis dis
Elementum vitae, fringilla congue, convallis et,
elit. Fusce ante sagittis eleifend. Suspendisse Serifa Roman
accumsan. Metus a neque. Quisque ligula odio,
placerat lacus. Vivamus laoreet ante nec diam. parturient montes, nascetur ridiculus mus. Ut
volutpat tempus tellus. Praesent iaculis ipsum at
facilisis vel, iaculis a, suscipit eu, sem ut Bright Red (Pantone 485 C)
consequat orci. Donec gravida mi ac dolor.
Cras nec mauris ac nulla facilisis dignissim.
Vivamus scelerisque. Nam turpis. Mauris velit.
dolor. Nunc rhoncus, enim et congue porta, nibh
enim adipiscing risus, vitae pellentesque ligula
Quisque tempus. Duis vestibulum libero quis 9/10pt
ligula elementum vitae, fringilla congue convallis. .
Fusce libero lectus, placerat ac, consequat ac, velit eget ligula. In tellus lectus, tincidunt aliquet,
adipiscing vitae, nisi. In accumsan. Fusce neque. molestie eget, fermentum eu, risus. Nunc pretium
Quisque orci nunc, tempor ut, ornare sit amet,
pulvinar eget, ipsum. Duis tortor augue.
quam vel leo. Class aptent taciti sociosqu ad litora
torquent per conubia nostra, per inceptos.
6 Division
Serifa Roman
and Dark Red (Pantone 188 C)
8mm
8/10pt
5.6
PRINT
APPLICATIONS
LAYOUTS
5.1 Letterhead Further examples of leaflet text spreads.
5.2 Business cards
5.3 Leaflet covers
5.8 Leaflet inserts
5.9 Broadsheets LOOKING THE WAY
AHEAD FORWARD CAN THE WORLD’S 14_15
5.10 Brochure covers FOOD PRODUCERS
EVER KETCHUP?
5.11 Brochure text spreads THE ITS
SUPPLY CHAIN
TRANSPORT
SELECTION
5.12 Posters With the emergence of technologies such as the

internet and GPS, information and data can now
ITS present huge opportunities for a variety of
companies in the supply chain. From infrastructure
With the current public spending constraints,
transport investments need to deliver ‘more
Intelligent Mobility is about providing users with
more accurate information to help them make the
British Sugar literally leaves no stone
unturned when it comes to using waste as
5.13 Paper stocks a resource. Its award-winning horticulture

travel much faster than people and goods. The companies like WS Atkins and Mott MacDonald; for less’ by moving people and goods more right choice on how they use transport and the
ability to transfer data at such fast speeds allows to digital suppliers like O2-Telephonica, BT and intelligently. [20] The attraction of ITS is that we can type of transport they use. This information can be
for countless improvements to be made to our Virgin; and equipment suppliers IBM, Siemens, use existing transport assets more efficiently by provided implicitly or explicitly by using systems business, Cornerways, produces 80
transport systems. ARM, TomTom and Garmin. There are also putting intelligence into what we already have. such as social networks or instant messaging. million eco-friendly tomatoes each year:
opportunities for content suppliers such as The realisation of Intelligent Mobility could have Currently 82 million people in Europe use instant
the Highways Agency and Google; to vehicle a significant market impact in the UK (and indeed messaging, a 29% increase over the last four years.
the UK’s largest salad tomato crop.
manufacturers such as Ford, JLR, Nissan, Airbus the rest of the world) that would lead to wealth Social networking sites such as Facebook have
Bombardier and Alstrom; and nascent technology creation and a reduction in congestion which over 800 million users.[21] Located close to the Wissington sugar
providers including SMEs, universities and directly means a lowering in emissions as well as
research and technology organisations. fewer accidents. Consumers need to begin to think about their factory in Norfolk, it features the UK’s
mobility rather than thinking of choices between largest single tomato glasshouse which
The Institution of Mechanical Engineers cars, buses and trains as competing systems.
believes there needs to be significant changes Public transport systems, private cars, freight uses recovered heat from the factory
in urban mobility, which can be achieved by the vehicles, commercial fleet operators, infrastructure to maintain optimum temperatures,
DATA DATA AGGREGATION DATA
Department for Transport developing intelligent providers and government must all be involved eliminating the need to burn additional
COLLECTION AND TRANSLATION DISSEMINATION Telephone, infrastructure within the UK. Having such in delivering the improved levels of mobility if we
Real-time traffic data is Private and public entities Information is disseminated television, infrastructure in place will generate interchange want to avoid congestion and the slow down of fossil fuel.
collected using various aggregate and translate the to the public through various internet between the different types of transport and yield our economy.[2]
technologies data into information technologies
significant benefits to the economy and wider
society. The Department for Transport needs Problems that are often displayed with adoption The heat to maintain the year-round
to provide comprehensive actions that bring are the short-term user benefits (eg driver growing temperature of 20ºC comes from
together land-use planning, road use and parking, convenience) and are quite different from
transport pricing, infrastructure development and the long-term user benefits (eg congestion or
Wissington’s combined heat and power
public transport policy. Achieving an integrated pollution management at a national scale). (CHP) system. It generates over 70MW
and sustainable urban transport system has Business drivers are also different for the vehicle of electricity, powering the factory and
an impact on many stakeholders with a variety Original Equipment Manufacturers (OEMs) and
of interests. [19] The Institution of Mechanical infrastructure providers and there is currently no around 100,000 nearby homes, and pipes
Engineers believes that the Department for authoritative forum in which these independent hot water – low grade heat – into the
Transport should work on developing intelligent business interests are brought together. There
transport infrastructure which will generate is also a difference between the product
greenhouse rather than sending it to
immediate interchange and information between developments and life cycles between the sectors cooling towers.
Aerial Radio/highway Dynamic types of transport and yield significant economic (electronics/communications 6–12 months;
surveillance advisory radio message and societal benefits. automotive industry 3–5 years; infrastructure
helicopters signs provision 5–30 years).[2] Bringing together these Waste CO2 from the CHP boiler is
System integration will lead to enormous benefits opposing business interests could be a role that pumped into the greenhouse and
across different organisations as they exchange could be adopted by the Transport Systems and
data (eg Police, Councils, Highways Agency) more Integration Catapult. absorbed by the tomatoes during
Devices used
in vehicles efficiently, enabling transport authorities to work photosynthesis. Water used primarily to
(eg smart phones, together to improve traffic flow. This intelligent ITS add value by improving safety, saving energy, wash incoming sugar beet carries vital
navigation devies) infrastructure would provide an accurate picture improving reliability, as well as driving down the
of network conditions, combining information cost of travel. Introducing ITS to infrastructure nutrients from Norfolk’s soils and is
Fixed
sensors
from different sources to identify incidents, and vehicles enables them to sense, analyse, re-used to irrigate the tomato plants.
responses to be quick and effective. Transport anticipate, respond, communicate, co-operate,
strategies that are being developed to deal with adapt and interface with their operator or user.
bottleneck congestion would use this intelligent
infrastructure to provide a feed of information to Mobility would be improved through the
operators and the general public. This intelligent introduction of intelligent timetabling providing
Vehicle
network would consist of nodes and links live departure and arrival times, routing tools to
assist systems relying primarily on the efficient use of existing help with travel planning, and smart ticketing that
infrastructure via smart mobility solutions. could be used across all types of transport.
These would be needed to bridge missing links,
facilitate integrated transport and create links to
neighbouring countries.[5]
Video
surveillance
cameras
14 Where should intelligence lie within our transport systems? www.imeche.org/transport 15
5.7
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5.1 Letterhead In order to inform on future lecture series events, inserts can be
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5.8 Leaflet inserts
5.9 Broadsheets
14
Fresh thinking
5.11 Brochure text spreads Impartiality
5.12 Posters Forward-looking
5.13 Paper stocks
Hopeful
Lorem ipsum dolor sit
Sustainable
Rich resource
23.01.09
Birdcage Walk Theatre amet, consectetuer
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Like-minded people
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Passionate
Support
Independent
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Campaigning
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Transformational
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Visionary
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Relevant
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decide on our
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role than our

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Have your say.

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risus sadt groupie.
Community-minded
Experienced
Optimistic
Pioneering
Alive
This is who we are.
This is what we do.
5.8 Improving the world through engineering

PRINT
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5.1 Letterhead Think in intersting ways about formats. Here, what could have
5.2 Business cards been a traditional brochure has been turned into a more interesting
5.3 Leaflet covers broadhseet that allows us to bring some scale and impact to the
5.4 Leaflet cover grid content.
5.8 Leaflet inserts KE E P
WE’LRL CAREER
5.9 Broadsheets YOUTRACK
ON 014.
5.10 Brochure covers IN 2
5.11 Brochure text spreads your mem
today
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Renew y continued supp
and enjo che.org/renew
5.12 Posters
www.ime
5.13 Paper stocks
S BROWN
E
FRANCE
MIM ECH
CENG
WE’LL KEEP HOW WE ARE A RANGE OF RESOURCES TO STAY INFORMED AND
PROUD
UD TO BE
ing
HELPING YOU IN 2014. through
engineer
MAINTAIN YOUR DEVELOPMENT. IMPROVE YOUR KNOWLEDGE.
YOUR CAREER
world
ng the
Improvi LIS MANNES CENG FIMECHE, AUSTRALIA NAIEL AL-ENAZI AMIMECHE, KUWAIT
ON TRACK
We know that as a professional SUPPORTING THE At the Institution we aim to keep you up- Academic journals Conferences and Events
engineer, you appreciate the value of INSTITUTION’S WORK to-date with the latest industry news and As a member of the Institution you are Our technical conferences, seminars and Whether you are a quiet achiever or an active volunteer, Continuing Professional Development is an important
AN ENGINEER.
the Institution’s lifelong support to your developments, as well as provide you with entitled to discounts of up to 80% off the events are a great way to learn about the ultimately, being a Chartered Engineer defines a set of part of a successful engineer’s career, and as a
engineering competencies that employers, colleagues and the professional you have a responsibility to keep your skills
IN 2014.
career, and the career benefits of being If you would like to play a part in the resources you need to continue your subscription price. latest industry developments, to meet
professionally registered. supporting the Institution’s work, we professional development including: other professional engineers and share wider community value. My firsthand experience, is that it adds and knowledge up to date. CPD helps me to externally
would love to hear from you. With your help Visit www.imeche.org/publications for knowledge with your peers. Members significantly to personal credibility, both in career discussions verify my accreditation, while reflective learning is an
In these challenging economic times, we we can achieve a great deal: Your monthly PE Magazine further information. benefit from an average 20% discount for and when embarking on a new workplace challenge. opportunity to recognise and accomplish my own
want to make sure that you have access PE magazine is the established voice of the conferences and events – so attending just career objectives.
to the best possible support and advice to Volunteer as an Assessor or Interviewer engineering profession, and is published A first-class library service one could mean your membership pays CPD (continuing professional development) is all about your
keep your career on track: Many of our members are involved in monthly, to ensure greater coverage of the The Institution maintains one of the world’s for itself. professional development and I am involved in activities that Career Developer [the Institution’s bespoke suite of
assessing and interviewing potential issues in engineering that matter. finest mechanical engineering libraries also count towards this. A high proportion of my time is spent online tools that make it easy for members to plan, track
• Proving your engineering credentials mentoring, both internally at work and as an active board and review their experience and professional activity]
new members. with a free enquiry service, postal loans To see what’s on please visit
with the post-nominal ‘MIMechE’, member of the Australian National Association of Women is particularly useful for me as an Associate member as
Members can now also access the latest and article supply. www.imeche.org/events
demonstrating professionalism, in Operations. Building the professional and technical I develop my competences on the path to professional
If you would like to be involved in daily news and engineering updates from
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Renew your membership today • Maintaining your Continuing www.imeche.org/volunteering Visit www.imeche.org/news for events and seminars we also provide a them in realising their full potential, ensuring the ongoing can add information and record my progress when I have
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www.imeche.org/renew our free suite of online tools that makes Inspiring the next generation – volunteer Members also have free access to £100,000 by the members in your region. industry pipeline. Member status with the support of these tools.
it easy to plan, track, and review your as an Ambassador Keep your profile up-to-date worth of online engineering resources
experience and professional activity To become an Ambassador please visit Log into www.imeche.org/myprofile and straight to their desktop including: For further information about what is The ongoing professional development that I have received I highly recommend membership of the Institution to
www.imeche.org/ambassadors update your profile to ensure you receive happening in your area, please visit from the IMechE has been one of many key enablers in my young engineers in order to benefit from the Institution’s
• Keeping you up-to-date with latest • 600 key engineering handbooks – career and I always recommend this as part of a toolkit for support and guidance throughout their careers.
information from us that is relevant to you www.imeche.org/nearyou
developments with PE magazine and fully searchable anyone starting out on their own personal journey.
Renew your membership now at and reflects your current interests and
our information services
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• Developing your skills and knowledge your continuing professional development vital for society to progress. From working with schools and
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• 4,000 e-journals and technical databases educational establishments, to providing you with the tools
you need to become a professionally registered engineer, we
• Sharing your knowledge with fellow For more on our Virtual Library visit
strive to continuously support and develop our members and KOOTALA ANANTHANARAYANAN SHAMLA MAJID AL KINDI
professionals at our regional events, www.imeche.org/virtuallibrary ENGTECH MIMECHE, INDIA AFFILIATE, SULTANATE OF OMAN
conferences and social gatherings the next generation of engineers to be equipped with the skills
needed to tackle the engineering challenges of tomorrow. The The Institution’s training, development and I am the first female from Oman to participate in a
Maintain your career development with Institution is also committed to promoting the achievements certification courses give the flexibility to choose Formula Student team in the Gulf Corporation Council
our online tools and learn the subject of my interest with tailor (GCC) and I hope participation in Formula Student will
Our online Career Developer tool, exclusive of the industry and our members so you as an engineer and a made options. They also contribute to my CPD encourage Omani and Gulf females to show their ability
to members of the Institution, will record WITHOUT DOUBT, member of the Institution can be proud to be an engineer. requirement, which makes maintaining your and talents in the future.
all your CPD activity and help you maintain THE ACCOLADE OF continuous professional development manageable
a downloadable record of your competence. PROFESSIONAL ENGINEER, Supporting your professional development whether you are working towards becoming I am amazed with the resources and information that
You can also use it to set goals and request WHETHER IT IS ENGTECH, Being able to record and maintain your continuous professional professionally registered, or if you are maintaining the Institution provides. From technical papers, journals
future planning, assistance and feedback THIS EVENT ALLOWED
IENG OR CENG, IS ME TO MEET A RANGE OF development allows you to showcase your achievements throughout your CPD. The Institution offers technical as well as and industry reports to having access to the virtual
from experienced engineers in your sector. RESPECTED WIDELY business, management and administration modules. library, the Institution provides the tools to develop
OTHER PROFESSIONALS your career, thereby demonstrating your professionalism and
FRANCES BROWN
THROUGHOUT THE RELEVANT TO MY your knowledge and expertise. The industries that the
CENG MIMECHE
For more information, visit WORLD AS AN ESSENTIAL DISCIPLINE AND I expertise, as well as your commitment to engineering. Through To build trust with clients and those who I deal with Institution covers gives you the opportunity to keep
www.imeche.org/careerdeveloper ‘KITEMARK’ SYMBOLISING the Institution’s network of conferences, events, and training in the workplace I find it important to be able to up-to-date with the latest developments and are a great
MADE SOME NEW
AN ENGINEER’S VALUE RELATIONSHIPS WORTH courses, there are no shortage of activities for members to demonstrate my professional expertise, skill and source of knowledge. With such tools and support from
AND SUITABILITY FOR DEVELOPING FURTHER. engage in and continue their professional development. To help
knowledge, and show that I belong to a global and the Institution, my team was able to quickly understand
EMPLOYMENT. ALISTAIR WILES
recognised Institution. The Institution makes all of how to design, build and operate the car. The range of
Improving the world through engineering MARK HUNT CENG FIMECHE ATKINS
you manage all this, we recommend using Career Developer, the above happen with their expert tutoring, advice, resources which was provided enabled us to enhance
our free suite of online tools that make it easy to plan, track excellent support materials, delivered according to our skills to a professional level.
the current industry standards and needs.
and review your experience and professional activity.
For more information on Continuing Professional Development

RENEW YOUR WHAT WE’RE DOING SUPPORTING YOU BEYOND INVEST IN YOUR and how the Institution can help, visit www.imeche.org/cpd
MEMNONRETUK
MEMBERSHIP NOW. ON YOUR BEHALF. THE WORLD OF ENGINEERING. PROFESSIONAL DEVELOPMENT.

ELEANOR VAN DER HEIJDEN CENG MIMECHE PAT NOLAN IENG MIMECHE IKE NWAGWE CENG MIMECHE, SPAIN
WAYS TO PAY The Institution continued to provide Providing thought leadership We recognise that the needs of our YOUR CHARITY, SUPPORTING We believe we have a responsibility to Our learning and professional development SOUTH AFRICA
engineering leadership on a wide range of members are different and not always MEMBERS IN TIMES OF NEED provide the most up-to-date, industry- courses include: Eleanor van der Heijden has long been determined to represent The Institution’s Spain Branch has been very active in
• The launch of the ‘Global Food: Waste
Pay by Direct Debit topics and issues, focusing on: related to career development. Therefore relevant training for engineers, so we offer engineering in the renewable energy sector. Her achievements, such as After very nearly 40 years of engineering mostly in organising a wide range of events for members, and
Not, Want Not’ report in January 2013 • Management and business skills training
Split the payment of your subscription fee we are constantly looking at ways to Support Network is an independent a broad portfolio of technical, business, having two designs filed for international patents at Renishaw, through capital process plants throughout the world I thought fostering links both with industry and local engineering
proved to be the most successful media
into manageable monthly payments. Developing the next generation provide something extra. organisation and personal support charity and leadership training courses designed • Technical training including to being promoted to Emerging Technologies and Projects Manager at it was about time to get recognised both professionally institutions. In the past couple of years, I have attended
launch for any project in the Institution’s
of engineers exclusively available to help all members to help talented technical professionals industry specific programmes and Ecotricity, as well as recently being elected as a Chartered Engineer, and, as I live in South Africa, to be recognised most of these events; I have also had the opportunity
history – with widespread coverage
Pay with a credit or debit card Working with carefully selected partners of the Institution and their families since learn the skills they need to become more non destructive testing courses, demonstrates her professionalism and expertise. Taking on roles such internationally. As a young technician apprentice, to become involved in publicising the activities of the
• Formula Student, the Institution’s by all the major UK broadcasters, front
Pay online at www.imeche.org/renew we have developed a range of services to 1913. Your £10 donation enables them to effective leaders. examinations and consultancy services as a STEM (Sciences, Technology, Engineering and Maths) ambassador, to become a MIMechE was the ultimate dream and Branch, both online and through social media.
flagship student engineering competition pages of two national newspapers and
or call our subscriptions team on support members’ business and personal continue providing the following financial promoting the engineering profession to children in schools and more something all engineers aspired to. Following a
celebrated its first electric vehicle winner international coverage as far afield • Career transition training
+44 (0)1952 214 050. needs, for example: assistance and practical support, through a All of our technical and leadership recently as a mentor to fellow team members, also demonstrates her rigorous procedure involving the Professional Review From my personal experience, the benefits of being
in 2013. Around 3,000 students in 134 as Australia and India. In the last 12
combination of telephone, email, and face-to- courses can be tailored to fit your level of • In-company and bespoke training commitment to the profession and a desire to inspire other engineers. Committee, writing my Career Learning Assessment involved with my local Branch include the opportunity to
teams from 34 countries competed on the months the Institution has also been • Insurance designed to protect you,
Pay by cheque or banker’s draft face visits. Please help us to keep doing so. experience, whether you are a graduate (CLA) and with two interviews under my belt I was network with other professionals, and the way this has
world-famous Silverstone circuit in cars able to provide expert comment for including bespoke Professional
We also accept payment by cheque and or a senior executive. Training can be All of our courses contribute to the elected to the Institution of Mechanical Engineers. enhanced my continuing professional development.
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SSC, our Ambassadors can engage Engineering Council. finally been recognised, and globally no less, by not become involved in my local Branch. The support and
accident in Santiago de Compostela in
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Spain and proposals for new fracking
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our direct debit option by 1 January signed up to the education programme,
projects in the UK
and planning
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Institution of
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AN HONOURS DEGREE
1 Birdcage Walk IN MECHANICAL
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LIKE TO THANK THOSE
London SW1H 9JJ
United Kingdom INVOLVED IN APPROVING Improving the world through engineering
THE AWARD. IT IS UNLIKELY
T +44 (0)20 7304 6862 THAT I WOULD HAVE BEEN
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www.imeche.org panels 3/8/reverse main image: Tom Luddington SUPPORT NETWORK BENEFICIARY
5.9
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LAYOUTS
5.1 Letterhead COVERS
5.2 Business cards Brochures will fall into one of the following literature types: reports, These may be A4 or A5 depending on the nature of the publication
5.3 Leaflet covers our annual report, membership packs, information and entry details and preferably perfect bound.
5.4 Leaflet cover grid for events, white papers and thought pieces.
Full bleed imagery should be used more extensively on brochure
The same principles used for leaflets also applies to brochures. covers and should bleed across on to the back cover if required in
The main heading should take the form of an opinion with the order to create more impact.
5.7 Leaflet text spreads sub-heading describing the actual topic.
5.8 Leaflet inserts Our strapline must appear on brochure covers.
5.9 Broadsheets
5.12 Posters
5.13 Paper stocks
Wrap around full bleed cover for a report Entry Award brochure
REWARD AN
ENGINEER
CLIMATE CHANGE
WHO MAKES
HAVE WE LOST A DIFFERENCE.
THE BATTLE?
Prestige Awards for

Engineers of Excellence
www.imeche.org/prestigeawards
Institution of
Mechanical Engineers
1 Birdcage Walk
Westminster
London SW1H 9JJ
5.10
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environment@imeche.org Improving the world through engineering Image: Ford Ecoboost 3-cylinder 1.0 litre engine
www.imeche.org Improving the world through engineering
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5.1 Letterhead TEXT
5.2 Business cards Text spreads follow the same grid used for leaflets and may vary
5.3 Leaflet covers between 2 and 3 columns of text. Use as many full page images
5.4 Leaflet cover grid as possible. Chart material should be coloured using colours from
5.5 Leaflet back covers the palette.
5.8 Leaflet inserts
5.9 Broadsheets
5.12 Posters THE HUMAN AND ECONOMIC EVENTS CASE
IMPACT OF NATURAL DISASTERS AND SCORING STUDIE
5.13 Paper stocks
Teams can either enter a running car or compete Sprint 150 points
with just a design concept, allowing them to This tests the car’s manoeuvrability and handling
With what seems like increasing regularity, we Deaths are the most obviously negative aspect of spread the design and build process over 2 years. qualities on a tight 800m course. To do well,
watch people from the latest unfortunate part such disasters, but the statistics on the number The information below is regarding the largest cars have to be quick as well as nimble around
of the globe be impacted by a natural event and of people killed or affected is not the whole category, Class 1, but the table gives the points the corners.
struggle to come to terms with lost loved ones human story. In addition to killing nearly 300,000
allocation for all categories.
and shattered lives. In the past decade, disasters people and affecting over 207 million others, the
Endurance 300 points
from natural events of all types have on average 373 natural disasters that were recorded in the
The biggest test of the teams is the 22km
affected approximately 200 million people every International Disasters Database (EM-DAT) for
TESTING TIMES endurance race where cars have to prove their
year[1,2], or about 3% of the world’s population, 2010 caused more than US$109 billion of economic
while killing an additional 78,000 a year[2], based damage[4]. In fact a whole host of economic durability. There is also a mandatory stop, driver
on a 10-year average. More than 370,000 people impacts can follow an event, from decreased As Formula Student aims to develop well-rounded change and hot restart that really tests reliability
alone died in the period 2001–10 as a result of tourism revenue, to damaged property, loss of engineers, each team is assessed not only on their and the team’s ability to efficiently make changes
extreme weather and climate conditions[3], such as cultivatable land area and increased vulnerability car’s performance and their understanding of to pedal positions, seats etc.
extreme cold, heat, storms, floods and drought. to future disasters, and the degree of impact can the engineering behind their design, but on their
be related to a given country’s stage of economic overall business proposal. This is done in a series Fuel Efficiency 100 points
The year 2010 was particularly lethal, with the development. Figure 1 shows economic loss as of static and dynamic events. Efficient design is about more than how the car
total recorded number of people killed by natural a consideration alongside loss of life and people looks. Customers will expect their car to be as
events reaching 268,818, much higher than the affected within an economic development stage green and fuel efficient as possible. Top electric
STATIC EVENTS cars should achieve 125 grams of CO2 per km
ten-year average[2]. The two most lethal disasters framing. The diagram illustrates that despite the
during the endurance trial.
BERNADETTE (BE
– the 12 January earthquake in Haiti, which killed fact that the actual number of disasters appears
Design 150 points
COLLINS, 27
over 222,500 people, and the Russian summer heat to be almost evenly distributed between areas of
Students must be able to explain how their Event ● Class 1 ● Class 2
wave which caused about 56,000 deaths – made high (40%) and medium to low (60%) development,
car’s materials, components, and systems come
TRANSMISSION D
2010 the deadliest year in at least two decades[4].
After the events in Haiti and Russia, there were
loss of life and number of people affected are
skewed strongly towards the medium and low together and how their design meets the needs of
Design 150 150 AT MCLAREN RAC
several other high-profile deadly natural events development areas (>90%).[5]; However, the the intended market. Business Presentation 75 75
including (with number of deaths): earthquakes opposite is true for the economic impact, where Cost and Sustainability 100 100
in China (2,968), Chile (562) and Indonesia (530); the loss emphasis is on highly developed areas Business Presentation 75 points
floods in Pakistan (1,985) and China (1,691); (~70%) rather than the medium and low group. In this event, the judges play the role of the Skid Pad 50
landslides in China (1,765) and Uganda (388); Hurricane or ‘Superstorm’ Sandy, which made potential investors. Each team has to present a
Acceleration 75
and a cold wave in Peru (409)[2]. To give some landfall on the eastern seaboard of the United business case that sells their concept to them.
perspective on the impact of natural disasters States in October 2012, provides a good case in Sprint 150
that year, over 40% of the population of Haiti were point, with 43 people killed in New York City[6] Cost and Sustainability 100 points
affected or killed; nearly 16% in Chile; and about and economic damages initially estimated at Endurance 300
Here teams provide an accurate estimate of the
11% of the population of China and Pakistan. $60 billion[7]. cost of their car in a limited production. They Fuel Efficiency 100
Earthquakes and droughts remain the biggest should be able to show to the judges where
killers, but floods, hurricanes, cyclones and storms Total 1000 325
they’ve spent the money and added value. They
are the events that affect most people worldwide. are also required to understand how much energy
Figure 1: Impact of natural disasters relative to economic is required to produce their powertrain.
development stage[8]
Fuel
High and very high human development
100 DYNAMIC EVENTS
Eff
icie 100
Before being allowed out on to the track to
n
ncy
15 esig
compete in any of the dynamic events, the teams
80
0
must first pass technical and safety scrutineering,
D
as well as the tilt test and brake and noise tests.
There are five dynamic events, all designed to test
different aspects of the car’s performance – an s
60 nes tion
Busisenta
Percentage
important part of any team’s business case. Pre
75
Skid Pad 50 points
40 In motorsport straight line speed isn’t everything Endurance
so the skid pad lets teams show how well their car 300
Cost an
goes round corners. Cars need to have good lateral Susta d
grip to complete a figure of eight in the quickest 100 inability
20
possible time.
S
Acceleration 75 points 50 kid
0 Pa
This event focuses on the car’s powertrain d
Medium and low human development
Sukuiso, Japan, 18 March 2011 – Japanese fire performance and drivability and on the FS GIVES A REAL
Ac
Number Loss People Economic
VIEW OF THE DIF
75
suspension’s ability to provide maximum tyre grip.
c
trucks line a road in this aerial photo. of disasters of life affected loss
ele
ASPECTS OF A CA
Sprint
150
The measure of acceleration is the total time it
ra
MOTORSPORT AN
tio
takes to travel down Silverstone’s pit straight from
TRACKSIDE ENVI
n
a standing start.
06 Natural Disasters www.imeche.org/environment 07
08
5.11
PRINT
APPLICATIONS
LAYOUTS
5.1 Letterhead Posters and adverts may be produced for a variety of reasons -
5.2 Business cards to promote the Institution in general, to promote events such
5.3 Leaflet covers as Formula Student and Vision Awards or for internal
5.4 Leaflet cover grid campaigns and initiatives.
As immediate impact is required, posters should use imagery
dynamically. Typographically the same principles apply, but
5.7 Leaflet text spreads don't use too much text. Posters are not for in-depth reading.
5.8 Leaflet inserts
5.9 Broadsheets Our strapline must appear on posters and adverts.
5.12 Posters
5.13 Paper stocks
HEALTHIER, MECHANICAL
APPRENTICE WEALTHIER AND WISER
ENGINEERING MAKES
ENGINEERING:
IT’S NOT WHAT
OF THE MODERN LIFE POSSIBLE. YOU THINK.
YEAR 2014. Mechanical engineers’ discoveries, creations and

We live in a world shaped by engineering. Engineers developments of technology laid the foundations
contribute significantly to global wealth creation. for modern life as we know it. Today, they design,
Thanks to mechanical engineers many of us enjoy maintain, repair and operate everything we need
better healthcare, greater life expectancy and a good in our daily lives now, and in the future they will
quality of life. We can get to school or work every day, deliver the solutions to sustain and protect human
and travel around the world for business or holidays. society’s existence.
The Bryan Hildrew Apprentice of the We are better fed, better clothed and better housed,
Year award gives you the chance to be and we live in a safer environment.
recognised for your achievements on
your modern/advanced apprenticeship.
The winner will be awarded £1500 and
a place on stage at the Institution’s
Vision Awards in London.
Applicants must be an EngTech
affiliate of the Institution of Mechanical
Engineers. For more information visit
www.imeche.org/apprenticeoftheyear
Deadline for entry 30 June 2014.
IT’S AN HONOUR
TO HAVE MY HARD
WORK RECOGNISED
BY A PROFESSIONAL
ENGINEERING
INSTITUTION.
LYNSEY MCKEE
APPRENTICE OF
THE YEAR 2013
5.12
PRINT
APPLICATIONS
PAPER STOCKS
5.1 Letterhead
5.2 Business cards 1. STOCKS FOR THOUGHT LEADERSHIP 2. STOCKS FOR EVENTS COLLATERAL
AND GENERAL SALES COLLATERAL
5.3 Leaflet covers
5.4 Leaflet cover grid Offset Litho
Offset Litho Edixion Challenger Offset
5.5 Leaflet back covers Edixion Challenger Offset FSC Mix
5.6 Leaflet back cover grid FSC Mix
5.7 Leaflet text spreads Event brochures
5.8 Leaflet inserts Reports Text 140gsm
5.9 Broadsheets Cover 300gsm
5.10 Brochure covers Text 150gsm A5 flyers
Text 120gsm for longer documents Text 300gsm
5.12 Posters
Policy Statements 250gsm Sponsorship brochures
5.13 Paper stocks A2 mailers 120gsm Cover 300gsm
A5 Invites 300gsm Text 190gsm
Certificates 250gsm
Dinner/function booklets
Cover 250gsm
Digital Text 150gsm
Evolution Indigo Uncoated
FSC Recycled Formula Student programme
Cover 300gsm
Reports Text 120gsm
Cover 300gsm
Text 150gsm Digital
Text 120gsm for longer documents Indigo premium smooth
Policy Statements 250gsm Uncoated
A5 Invites 300gsm
Annual Dinner tickets
Cover 350gsm
FSC
Please use an FSC accredited supplier wherever possible and
include the appropriate logo within the design. This should be
applied at the minimum size of 17mm wide.
5.13
ENVIRONMENTS
Being who we are wherever we are.
One Birdcage Walk is used on a regular basis for

events and we need to make full of use of both
the foyer and the seating areas to showcase
activities of the Institution. We have developed a
series of display panels and updated the overall
look of the entrance to the building in order to
make the most of our new system.
6.0
ENVIRONMENTS
6.1 Display areas MAIN PANELS

6.2 Banners This pair of panels is positioned in the foyer area. These large panels
are intended to create a canvas for changeable content throughout
the year. A plasma screen is set in to one of the panels, the content
of which will change on a regular basis.
SUB PANELS
These are positioned in the seating area together with a wall
mounted lightbox. The lightbox will feature highlight content
from a range of Institution publications.
ENGINEERED
PATRICK IN BRITAIN
KNIVETON MANUFACTURING
FIMECHE. A SUCCESSFUL
ECONOMY?
The Institution of Mechanical Engineers’ Engineered in Britain
campaign was established to boost the UK’s manufacturing and
engineering base, in order to create economic resilience.
The Engineered in Britain survey 2013 asked over 1,000

manufacturers and 1,000 members of the public their views on
Government policy.
As President, my aims are: Key findings from the report include:

• Government needs to invest in public communication in parallel
• To promote the value that engineering and with its business support in order to deliver the UK industrial
manufacturing provide to a successful economy strategy effectively. © The Big Bang UK Young Scientists & Engineers Fair
• To support our SMEs so they can become the large, • Employers need to co-ordinate with each other and engage
more actively with Government and all agencies involved in
internationally competitive employers of the future demonstrating the opportunities for employment arising from
• To inspire more people to choose a career in engineering. studying science and engineering subjects at school.
• The importance of new product development to economic
Proud To Be An Engineer growth still has insufficient public profile. The Institution of
Mechanical Engineers aims to redouble its work with others on
Engineers have helped advance mankind by developing the business improvement and to raise awareness through the public
tools and processes that make our lives easier and more secure. celebration of success in prizes and awards.
• Government needs to reinforce the technical benefits (of
Yet many believe that engineers do not have the profile or increased product quality and intellectual property control) of
prestige that they did during the time of Stephenson and local manufacturing with a simplified commitment for the UK
to compete internationally with its fiscal policy.
© MINI
Brunel. However, I believe that there are 21st century engineers

who we can celebrate for their contributions to society.
In my Address, I outline how we need to seize this moment,

shout about our achievements and tell everyone why we are
all proud to be professional engineers and technicians.
6.1
ENVIRONMENTS
6.1 Display areas INTERIOR BANNERS

6.2 Banners Pull up banners can be used as posters to advertise specific events
or be based on a report campaign that uses the front cover image
and title of the report for the headline, and our strapline at the
bottom of the poster. The example on the left demonstrates what
we mean.
We can also use banners for generic Institution promotion. Generally

here we use the strapline as the header, removing it from the base,
and imagery that promotes the work we do. The two examples on
the right show a generic pull up banner and a zeus banner.
IMPROVING
CLIMATE CHANGE THE WORLD
HAVE WE LOST THROUGH
THE BATTLE? ENGINEERING.
6.2
DIGITAL COMMUNICATIONS
It’s just business as usual.

Our first point of contact for most members, and
usually the only point of contact for overseas
members, our websites, emailers and social media
activity is a vitally important channel for our brand.
Because communications can be released more
quickly and spontaneously through these channels
doesn’t mean that they shouldn’t be created with
the same care, and attention to detail.
Managing our digital output is vitally important for

the organisation, and the following pages give you
guidance on the standards we expect.
7.0
DIGITAL
WEBSITE
7.1
7.1
Website
Writing for the website
Website
7.2 Portal site Writing for the website
7.3 Creating content Institution corporate site
It’s important to remember that people read differently on the web, and you have only
7.4 Key points – Headline/page name (H1) in Bright Red
a very limited amount of time to get people’s attention. Follow these key principles to help
7.5 Key formatting & style tips people get all the key information they need: – Immediate sub heading (H2) in Dark Red
7.5 Page structure – Section/paragraph headers (H3) in Warm Grey
7.5 Email – People tend to read ‘above the fold’, so we need to keep the most relevant information – Body text: <Normal> (ie Verdana, 8px), Warm Grey
7.5 Content & style within the page's initially viewable area
– Links and URLs in Bright Red and underlined
7.6 Copywriting tips – Think of this as an inverted pyramid, starting with the most important message
7.7 Quick shortcuts to create – Most people rarely read web pages or emails word by word; instead, they scan the page, If you paste text from a Word document, use the ‘strip
7.8 effective emails picking out individual words and sentences - use short sentences and paragraphs to formatting’ tool to ensure it is consistent with the
7.9 Social Media enable this website style, or copy it into Notepad (or similar
7.10 Using social media – Stick to one idea per paragraph (users will skip over any additional ideas if they are programme) first.
7.10 Popular platforms not interested in the first few words in the paragraph)
7.12 Top 5 tips – Use logical and consistent sub-headings and break up the page with images, bulleted See here for best practice:
7.13 Good IMechE examples lists and links http://www.imeche.org/knowledge/policy
7.15 Email sign off – Test your pages: can someone who’s never seen them before get all the information
they need in ten seconds?
H1
H2
7.1 H3
DIGITAL
WEBSITE
7.1 Website
Portal
7.1 Writing for the website Near you portal site
7.2 Portal site
See here for best practice:
7.3 Creating content
http://nearyou.imeche.org/near-you/UK/Yorkshire
7.4 Key points
7.5 Key formatting & style tips 3.2 Using Near You effectively
7.5 Page structure
7.5 Email It’s vital to ensure a consistency of approach across all committee
pages, particularly within the same region, so that visitors to the
7.5 Content & style
site are not confused. Therefore, elements such as page names,
7.6 Copywriting tips page order etc must be created according to this guideline.
7.7 Quick shortcuts to create
7.8 effective emails This consistency is most important on your front page, which
7.9 Social Media should include information about how to contact you, the types
of events you hold and support you offer, which industries are
7.10 Using social media
important in your area and so on.
7.10 Popular platforms
7.12 Top 5 tips FOLD
7.13 Good IMechE examples 3.3 Creating content for Near You
7.15 Email sign off
Readers will want to go straight to the point and get the
facts, so you must write what’s of interest and benefit to
them. For each page, make sure you can answer:
– What is the page or section’s key message?
– Who is it for?
– What should the reader do next?
– How can the reader contact you?
3.4 Your homepage

Your committee homepage is the first point of contact with
your local members. Therefore, it’s very important that it acts as
an effective ‘gateway’ to more information about your activities,
events and contact details.
Key points
– Include a short introductory welcome – no more than 150
words; see the template over
– If you want to include a Chair’s message, don’t put it on your
7.2
About Us homepage but create a separate page for it
DIGITAL
WEBSITE
7.1 Website – If you want to link to your committee’s other sites such as Twitter, Facebook, Google
7.1 Writing for the website Calendar or LinkedIn, use only small icons
7.2 Portal site – If your region is using a header image in its newsletter, contact the
7.3 Creating content digital marketing team via digital@imeche.org to resize it for Near You and include
it on your homepage - do not include header images that have not been resized
7.4 Key points
7.5 Key formatting & style tips
Please adapt the text below to ensure local members and companies can get the
7.5 Page structure information they need.
7.5 Email
7.5 Content & style Committee homepage text template
7.6 Copywriting tips
7.8 effective emails Welcome to the [xx] committee. We support Institution members in [main
towns/areas], holding events, working on engineering initiatives, and raising
7.9 Social Media
the profile of engineering locally.
7.10 Popular platforms Our area covers [xx] members, and engineers here work across [list the main
7.12 Top 5 tips industries – a maximum of four]. Our events provide great networking opportunities,
7.13 Good IMechE examples and if there’s an event you’d like to see, please get in touch [link].
7.15 Email sign off We also help local engineers to get professionally registered or upgrade membership,
with the help of our regional Business Development manager [link]. Get in touch with
us [link].
Our recent events include [mention three]. Find out more about what we’ve done
[link] and how you could get involved [link].
Best practice example
Welcome to the Bedfordshire and Cambridgeshire committee. We support

Institution members in Cambridge, Bedford and Milton Keynes, holding events,
working on engineering initiatives, and raising the profile of engineering locally.
Our area covers nearly 1,400 members, and engineers here work in all types
of industry, predominantly nuclear and automotive. Our events provide great
networking opportunities and if there’s an event you’d like to see,
please get in touch with us.
7.3
DIGITAL
WEBSITE
7.1 Website
7.1 Writing for the website We also help local engineers to get professionally registered or upgrade
7.2 Portal site membership, with the help of our regional Business Development manager,
7.3 Creating content Lara Mallett. Our recent events include a visit to the Olympics site in London,
7.4 Key points a lecture from Jon Hilton of Flybrid Systems, and our Annual Dinner, which
7.5 Key formatting & style tips attracted 80 local engineers. Find out more about what we’re up to and
7.5 Page structure how you could get involved.
7.5 Email
7.5 Content & style
7.6 Copywriting tips 3.5 Key formatting and style tips
7.8 The Institution’s corporate branding guidelines cover formatting guidance in detail
effective emails
- find out more at www.imeche.org/brandidentity.
7.9 Social Media
7.10 Using social media Our colours are Bright Red, Dark Red, Steel Blue and Warm Grey. These colours can
7.10 Popular platforms be used across your pages. For instance, the heading of each page, <h1>, will be in
7.12 Top 5 tips Bright Red.
7.13 Good IMechE examples
When creating content in the text box, your text will be preformatted. Your text will be
7.15 Email sign off
in <Normal> (ie Verdana, 8pt). If you paste text from a Word document, use the ‘strip
formatting’ tool to ensure it is consistent with the website style, or copy it into Notepad
(or similar programme) first.
When writing text, don’t describe how to navigate to a page - use a link instead.
Instead of:
– ‘For more information please contact Will Todd (GLR Climate Change Representative)
via the Contacts page in the left menu’
– ‘Find out more about our speaker, Julia King, at
http://www1.aston.ac.uk/about/management/julia-king/’
Use:
– ‘For more information, please contact Will Todd, our regional Climate
Change Representative’
– ‘Find out more about our speaker, Julia King’
If you underline text, it makes it appear as though it’s a hyperlink. If you want to bring something
to the reader’s attention, use the appropriate Heading tags or make the text bold.
7.4
DIGITAL
EMAIL
7.1 Website 3.6 Page structure

7.1 Writing for the website
Near You pages should appear in this order:
7.2 Portal site
7.3 Creating content About Us (always first)
7.4 Key points
7.5 Key formatting & style tips Events
7.5 Page structure Past Events
7.5 Email
Any other pages (such as News and Updates, Photo Gallery, Committee Meetings,
7.5 Content & style Archive, Volunteer Opportunities, Links)
7.7 Quick shortcuts to create Contact Us (always last)
7.8 effective emails
7.9 Social Media
7.10 Popular platforms Email
7.12 Top 5 tips
4.3 Content and style
7.15 Email sign off You send emails to promote your events and increase attendance. So think about who you
want to attend your events - and what people will get out of attending? If you can identify
a key reason for attending and build your advertising around that, you will speak to your
members more effectively.
These key pieces of information must be included in each email:
– What are you telling your members

– Who is it for?
– Where is your event taking place?
– When is it?
– How do I get in touch with you?
Your emails must also include a ‘call to action’ – encouraging the reader to take an action
and stay engaged after they have finished reading.
What do you want them to do next?

Always include a link to more information, to booking the event, to read more about the
speaker, or contact you for more information.
– Use an introductory line for each email, mentioning your committee, eg
7.5
- ‘Welcome to your monthly update from xx Region’
- ‘The xx Area would like to invite you to our next event…’
– Be succinct, positive, simple and clear
DIGITAL
EMAIL
7.1 Website – Your email should be written in Verdana, black, size 10pt
7.1 Writing for the website – Be consistent within each email – for instance, using red for headings and
7.2 Portal site bold for event titles
7.3 Creating content – Keep event descriptions to a minimum - instead include links to Near You
and how to register
7.4 Key points
You could use the grid layout below, which ensures that key details are understandable
7.5 Page structure at a glance - plus it’s much easier for you to remember to include all the information
7.5 Email you need.
7.5 Content & style
7.7 Quick shortcuts to create EVENT TITLE
7.9 Social Media Key benefit of attending Very briefly explain one thing that attendees will
7.10 Using social media get from this event and nowhere else (15 words)
7.10 Popular platforms Date and time
7.12 Top 5 tips
Location/venue
7.15 Email sign off Brief description and link Should include links to Near You and information
on speaker and/or venue (40 words)
Contact Link to registration if applicable
– Advertise future events at the end of the email, eg ‘Watch out soon for details of our
next talk on 2 November, 'Engineering the Olympics'’
– Sign off with a signature, again in black Verdana 10pt:
Your name
Your role and committee
Link to your Near You page
1. Know who your reader is

Make your email about them, not you. When they open your email, they’re thinking ‘what’s
in it for me?’ Think about who you’re aiming the event at, what motivates this audience and
how your event will help them
7.6
DIGITAL
EMAIL
7.1 Website 2. Know what you want to say

7.1 Writing for the website Use the guidelines and templates to get a grip on your email’s structure and the information
7.2 Portal site you need to include – and make sure it’s concise
7.4 Key points 3. Use the second person singular: ‘you’
7.5 Key formatting & style tips Talking to readers directly engages them and makes them feel involved with your text:
7.5 Page structure they want to know how they will benefit from attendance
7.5 Email
7.5 Content & style 4. Focus on benefits
7.6 Copywriting tips Clearly stressing the benefits – ie something your reader perceives as valuable or
7.7 Quick shortcuts to create worthwhile - attending your events will engage more members.
5. Remember KFC
7.9 Social Media
7.10 Using social media What do you want your reader to know, feel and commit to after reading? Well, they should
know the event’s details and where to find more information, feel interested and intrigued,
and be able to take the next step (to find more information, register or contact you) easily
7.12 Top 5 tips
7.13 Good IMechE examples 6. Get attention with a headline
7.15 Email sign off
Keep it short and direct
7. Use short sentences

Long sentences can be harder to follow. You may not be getting your information across in
the most effective way
8. Use the active voice

Using verbs, imperatives, positive and powerful words appeals to casual readers – they make
things clearer. For instance: hurry, remember, register, free, now, quick, best, safe, measure,
solve, strengthen, improve...
9. Include calls to action

These will push the reader to stay engaged with your event. Make them a simple, concise
and clear command – ‘get in touch with...’, ‘register now at...’
10. Be brief
Make sure key points are covered in your email and put further information on Near You.
Think about how the reader will read your text and engage them
7.7
Adapted from Andy Maslen, Write to sell: the ultimate guide to great copywriting,
Marshall Cavendish, 2009.
DIGITAL
EMAIL
7.1 Website
4.2. Quick shortcuts to create effective emails
7.2 Portal site – Bear in mind that your members may receive many emails each day, so your email
7.3 Creating content subject should reference the Institution and concisely describe the content of the email,
eg ‘Last few spaces - IMechE Wychwood brewery tour, 30 March’
7.4 Key points
7.5 Key formatting & style tips – Ensure all the correct information is included
7.5 Page structure – Include links to the event’s Near You page, to more information on the speaker or facility
7.5 Email you’re visiting and a committee contact
7.5 Content & style – Where possible, make a poster for events using the template and link to that in your
7.6 Copywriting tips email or Near You page
7.7 Quick shortcuts to create – Check and double check the event details, formatting, spelling, contact details etc
7.9 Social Media Remember:
7.10 Using social media – The correct salutation (for example ‘Dear Mr Smith’) will be inserted automatically
7.10 Popular platforms at the top of the email. You do not need to enter a ‘Dear Member’ line
7.12 Top 5 tips – Basic branding is included on the email automatically, so there’s no need to include
7.13 Good IMechE examples a logo, images or embed the event poster in the email
7.15 Email sign off
– When using the imechenetwork email system, use the html setting: in the ‘Compose’
screen, click the ‘As HTML’ button in the lower right hand corner
– Use bullet points / grid layouts to ensure information is easily scannable
– Use consistent colours, fonts and text sizes so the design is not confusing to the reader
– Don’t just copy and paste from the Near You event page - the formatting is always
compromised and there’s no point repeating information. If a member then clicks online,
there’s no new information and it’s less likely they’ll register
– Do not embed images or attach documents to your emails - they will clog up members’
inboxes and may not make it through spam filters
7.8
DIGITAL
SOCIAL
MEDIA
7.1 Website Social Media
7.2 Portal site A member’s guide to using social media
7.3 Creating content Social media (SM) is an increasingly attractive way of reaching an audience you wouldn’t normally reach, very
7.4 Key points quickly. Nevertheless, some serious consideration is needed before any IMechE volunteer or committee decides
7.5 Key formatting & style tips to establish a SM account under the Institution’s name.
7.5 Page structure This guide will provide some basic guidelines and rules of communication for those using or considering the
7.5 Email use of SM platforms under the Institution’s name.
7.5 Content & style
7.6 Copywriting tips Do you have enough to say?
7.8 effective emails One of the biggest letdowns in SM is not having enough to say to your users or followers. Popular social media
users provide interesting and relevant information regularly; information that people want to read and pass on.
7.9 Social Media
7.10 Using social media The frequency with which you share information varies according to your audience and from platform to platform,
7.10 Popular platforms but don’t worry, with time you’ll start noticing what your followers like to hear about and when. For people to engage
7.12 Top 5 tips with your accounts, though, it is important that they see you as a valuable source of engineering knowledge, not
7.13 Good IMechE examples only a promotional channel (you would not watch a TV channel that only shows ads, would you?).
7.15 Email sign off Therefore, it is essential that you or your committee consider if you have the time and resources needed to source
interesting and frequent information to communicate to your followers.
Do you really need a new account to say it?

To date, we have found over 150 SM accounts attributed to the Institution, with over 75% of these inactive for
over 10 weeks. Inactivity does send a very poor image about the Institution, suggesting we have little to say or
are disinterested and unproductive.
An option that is easier and yet can generate more impact than setting up a new SM account is to use an account
that already exists.
The Institution has a number of well managed and popular accounts aimed at both specific and general groups
including Formula Student, IMechE Young Members, Apprentices, Railway, Automotive, Events etc, so if you
only have limited messages to communicate, we recommend that you use these popular accounts because your
message is more likely to be seen on these accounts, which already have a broad and consolidated audience.
Contact socialmedia@imeche.org to discuss your options.
By feeding the information you’d like to share through the Institution’s main accounts, you will also be helping to
strengthen the Institution’s online presence and creating an even richer portal of engineering information for all
users and followers.
To view our approved accounts, visit www.imeche.org/follow.
7.9
DIGITAL
SOCIAL
MEDIA
7.1 Website Setting up an account
7.1 Writing for the website If your committee wishes to establish a new SM account, please contact the team at
7.2 Portal site socialmedia@imeche.org to discuss the options available, and how to best promote
7.3 Creating content your message and monitor your success.
7.4 Key points As accounts that represent the Institution and/or include the IMechE name need to
7.5 Key formatting & style tips abide by certain rules, the SM team will be asking you to comply with our Social
7.5 Page structure Media Policy. For more information, visit http://nearyou.imeche.org/vrc/social-media.
7.5 Email After you have agreed with the account terms, you will receive a toolkit that includes a
7.5 Content & style logo and guidelines on how to set up your IMechE social media account.
7.6 Copywriting tips Ill-considered, inactive or redundant accounts, as well as poor and inaccurate
7.7 Quick shortcuts to create communications do have a negative impact on the Institution’s reputation, so we monitor
7.8 effective emails and map all accounts and, where possible, store account details so we can contact the
7.9 Social Media relevant individual/s if an account becomes redundant or misused.
7.10 Popular platforms Popular social media platforms
7.12 Top 5 tips
7.13 Good IMechE examples Facebook: It is a less technical and formal platform. Your posts
7.15 Email sign off will be featured in your followers’ feeds alongside family pictures,
information on parties, and games etc
Twitter: Broad audience and provider of news, quick comments

and links to other newsfeeds – growing popularity in providing
instant updates on a current topic in the news
LinkedIn: Professional networking. Operates a number of technical

discussion groups for professionals, as well as providing links to your
professional business contacts.
Google+: Up and coming platform which offers elements of

Facebook, Twitter and LinkedIn, but with the additional capacity
to create and operate different communities (‘circles’) to which you
can send bespoke messages.
7.10
DIGITAL
SOCIAL
MEDIA
7.1 Website Youtube: Video-sharing website on which users can upload, view
7.1 Writing for the website and share videos
7.2 Portal site
7.4 Key points Tumblr: Microblogging site where users can create a profile and
7.5 Key formatting & style tips share films, pictures and links (mixed media) for those they are
7.5 Page structure linked with
7.5 Email
7.5 Content & style
7.6 Copywriting tips Instagram: Photo-sharing and social networking service used to
7.7 Quick shortcuts to create apply digital filters to pictures and share them on a variety of social
7.8 effective emails networking services
7.9 Social Media
7.10 Popular platforms Flickr: Image and video hosting website and online community,
7.12 Top 5 tips popular with bloggers to host images that they embed in blogs and
7.13 Good IMechE examples social media
7.15 Email sign off
Pinterest: Photo-sharing website that allows users to create and

manage theme-based image collections such as events, interests,
and hobbies. Users can browse other pinboards for images,’re-pin'
images to their own pinboards, or 'like' photos
Before you say it

Keep in mind the following when representing the Institution:
• Remember our name (Institution of Mechanical Engineers or the Institution; only
use IMechE when word count is at a premium)
• Stay on policy – do not invent new policy. If in doubt, contact publicaffairs@imeche.org
or visit the Institution’s policy web pages at www.imeche.org/policy
• Do not disagree with the Institution on an IMechE account publicly. While we encourage
debate and discussion, do not publicly initiate negative comments about the Institution
7.11
DIGITAL
SOCIAL
MEDIA
7.1 Website • Never use abusive, racist, provocative language when posting or commenting on
7.1 Writing for the website another person’s comment. This will be a disciplinary matter against the Institution’s
7.2 Portal site code of conduct
7.3 Creating content • When using pictures, ensure they are appropriate and reflect positively on your
7.4 Key points committee and the Institution. Always ask yourself if your company would be happy
7.5 Key formatting & style tips with you posting the image on their website? If not, then it is unlikely the Institution will
7.5 Page structure
Getting your message across
7.5 Email
7.5 Content & style Writing for SM is quite different to writing a report or letter. SM users expect simple and
concise messages that allow quick review and absorption.
• Keep to the point
• Try to communicate only one message at a time
7.9 Social Media
7.10 Using social media • Keep it simple and easy to understand
7.10 Popular platforms • Avoid jargon or overly complicated words
7.12 Top 5 tips
7.13 Good IMechE examples • Link to other information if needed to back up your point
7.15 Email sign off • If promoting an event, ensure you have all the relevant information as well as a link
to a webpage where people can find out more
Top 5 tips for using social media
1. Pick your SM network according to which one will best suit your style, levels of detail,
audience and objectives
2. Plan your updates depending on the SM platform used. As an example, engage with
current news on engineering via Twitter, or post photos and videos on Facebook after
an event. Certain software, such as Tweetdeck, enables you to schedule updates.
The SM team can recommend ways to get started
3. Make time to post information and keep your account alive. Planning updates (point 2)
will help with this
4. Have a succession plan in place, either for deciding who will populate the account on
a daily or weekly basis, or who will take over if you step down
5. Answer as well as ask. Responding to people is key - SM is a two-way platform.

Ignoring posts or questions is a surefire way to create negative comments
7.12
DIGITAL
SOCIAL
MEDIA
7.1 Website Keep the institution informed
7.1 Writing for the website Keep the Institution informed of any SM activity you may be undertaking. The Institution will
7.2 Portal site work with you so you are up-to-date with the latest social media news and trends, in addition
7.3 Creating content to issuing best practice and other relevant information regularly.
7.4 Key points Remember, the Social Media team has lots of helpful information, logos and images to
7.5 Key formatting & style tips enhance your account, and you can always contact socialmedia@imeche.org if you
7.5 Page structure need assistance.
7.5 Email
7.5 Content & style
Good examples
Although your objectives will vary, these pages are a good example of how to engage
with your audience:
7.9 Social Media
7.12 Top 5 tips
7.15 Email sign off
IMechE Facebook page IMechE LinkedIn Group
7.13
DIGITAL
SOCIAL
MEDIA
7.1 Website
7.2 Portal site
7.4 Key points
7.5 Page structure
7.5 Email
7.5 Content & style
7.9 Social Media
7.12 Top 5 tips
7.13 Good IMechE examples Developing Engineers Blog IMechE Twitter
7.15 Email sign off
Western Automobile Centre IMechE Young Members Facebook Page
7.14
DIGITAL
EMAIL
SIGN-OFF
7.1 Website This consists of name, title, contact details and the Trapezium
7.1 Writing for the website arranged in the order shown. Our strapline is used directly below
7.2 Portal site the Trapezium.
7.4 Key points
7.5 Page structure
7.5 Email
7.5 Content & style
Ambassador Programme
7.7 Quick shortcuts to create Ambassador Programme
Paul Smith <psmith@interbrand.co.uk>
Stephen Lang <slang@theclearing.co.uk>
7.9 Social Media
Dear Simon
7.10 Popular platforms Please find attached a copy of the Public Challenge Award leaflet as discussed yesterday.
7.12 Top 5 tips I’ll also put a hard copy in the post for you.
7.13 Good IMechE examples Regards

Dear Stephen
7.15 Email sign off Please find attached a copy of the Public Challenge Award leaflet as discussed yesterday.
Anthony
I’ll also put a hard copy in the post for you.
Regards
Anthony Other
Anthony
1 Birdcage Walk
Westminster
Anthony
London SW1H Other
9JJ
www.imeche.org
T 020 7304 6980 3
F 1 Birdcage
020 Walk
7222 8553 1 Trapezium
E Westminster
a_other@imeche.org
1 Strapline
Red (Pantone 485C)
London SW1H 9JJ Dark Red (Pantone 188C)
www.imeche.org
2 2 Strapline
T 020 7304 6980 2 Contact Details
F 020 7222 8553 1 Dark Red (Pantone 188C)
Verdana
10pt
3 Contact Details
Improving the world through engineering 2 1 Black
Improving the world through engineering Verdana
10pt
Black
7.15
VISUAL
TOOLKIT
XXXX
THANK YOU
4.1 The Trapezium
4.6 What not to do
4.7 Primary colours
4.12 Headline style
4.17 Long quotes
4.20 Imagery intro
4.24 Cut-outs
4.28 Illustration
4.7.2

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IMPROVING

1.3 is sought by politicians to shape policy.

description on a letterhead and business in headline text, body copy or job

Improving the world through engineering

LEVEL 2 / MASTERBRAND SMASH

ALL HOURS. MAKE A EVERY EVENT

Engineering Public Challenge 2014

T 020 1234 5678 T 020 1234 5678 T 020 1234 5678

2.1 Architecture overview LEVEL 2

SMASH MAKE THINGS

Call for entries 2014

T 020 1234 5678 T 020 1234 5678

IMechE endorsement Acquired brand endorsement Fully migrated

Engineering DEVELOPING DEVELOPING

Excellence Enginering is a wholly owned part

Victoria Way, London SW1H 9JJ

T 020 1234 5678 Excellence Engineering

Excellence T 020 7304 6980

Where new ownership is sensitive All materials have migrated to

2.1 Architecture overview Migrating businesses

Engineering DEVELOPING DEVELOPING

Excellence Enginering is a wholly owned part

Victoria Way, London SW1H 9JJ

T 020 1234 5678 Excellence Engineering

Excellence T 020 7304 6980

Excellence Enginering is a wholly owned part

Making our presence felt

Setting the agenda.

3.1 Overview A call to action:

3.1 Overview Example:

Seeing things our way.

4.30 Cover design principles

4.21 Hero engineering & news

4.35 One Birdcage Walk

4.11 Typographic style APPLICATION? APPLICATION? experience necessary to be a

4.12 Headline style BUSINESS DEVELOPMENT

4.13 Trapezium & headlines

THROUGHOUT THE THROUGHOUT THE THROUGHOUT THE

4.14 Sub-headings, intros THE INSTITUTION

THE SCHEME TO MY THE SCHEME TO MY COMPANY-BASED THE SCHEME TO MY COMPANY-BASED

4.15 Text type sizes PARTICULAR INTERESTS.

4.17 Long quotes

SUPPORTED REGISTRATION SUPPORTED REGISTRATION

4.19 Typographic layouts

LEARNING AND LEARNING AND

4.20 Imagery intro We offer training courses mapped to UK-SPEC requirements

4.22 Desaturating imagery

4.29 Photographs & illustration

THE INSTITUTION records of your competences as you go through the process

4.33 Signing sub-brands

SUPPORTED REGISTRATION SUPPORTED REGISTRATION

4.34 Commercial businesses If your organisation doesn’t have an accredited Monitored

4.35 One Birdcage Walk LEARNING AND

4.22 Desaturating imagery

Secondary colour usage www.imeche.org/events/L192 www.imeche.org/events/L192 www.imeche.org/events/L192 www.imeche.org/events/L192

20% 20% 20% 20%

=13% =13% =13% =13%

4.14 Sub-headings, intros

4.16 Pull-out quotes

4.21 Hero engineering & news

4.23 Imagery to sell

4.26 Diffi cult shots

4.35 One Birdcage Walk

20% 20% 20%