University of Aberdeen

Brand Toolkit

Contents
Introduction
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Introduction
2 4 5 7 8 Our corporate identity is an important element of our external presentation. It is the visual component of the Aberdeen brand and seeks to provide continuity and confidence. A vital part of managing our identity and achieving our objectives is in the consistency of brand communications and presentation throughout the University . The reputation of the University and how it is perceived by students, staff and the wider community must be our focus in everything we do . Our communications, whether written, spoken or visual, must reflect our principal values and demonstrate our pioneering ambition reflected in our mission statement: We aim to be recognised locally, nationally and internationally as a broad-based university that delivers innovative and excellent teaching and research . We are committed to positive change, to celebrating culture, to embracing enterprise, and to pioneering new ideas and inventions . In all that we do, we build on the distinctiveness of our northern heritage, on our location in the energy capital of Europe, and on over five centuries of consistent service and outstanding achievement to society . The secret of good branding is the consistent use of the identity, its colour and quality of implementation . By ensuring consistency in application across the University, we will create and maintain one international brand to reflect our core purpose, as an ancient research driven University, to generate, explore, and teach ideas .

The Logotype

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Using The Logo

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Logotype Variations

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Incorrect Use of the Logotype Stationery

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Letterheads

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Aberdeens Ambition;

Compliment Slips Business Cards

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Presentation Materials - Powerpoint Plasma Screens

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Banner Displays

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To be one of the top 100 world-leading universities.

Corporate Gifts/Merchandising Advertising

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Photography Contacts

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Introduction

2.

We aim to be

recognised

locally, nationally and internationally as a broad-based university that delivers

innovative and excellent

teaching and research.

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3.

The Logotype
The University of Aberdeen logotype has been created to give a unified image to all visual material produced by or on behalf of the University of Aberdeen . The logotype (a) has been designed to be as flexible as possible to meet all forms of usage in a consistent manner . The logotype consists of two component parts: The shield (with founding date) The namestyle (University of Aberdeen) The two component parts must be presented together in the way it is displayed here . This complete version (shown here in full colour) can also be used as a single colour option in black, burgundy PMS 209 or white with an approved colour background . These are shown on page 6 . Special guidance for the logotype usage is shown on the following pages within this manual . To maintain consistency, colours as well as layout of the logotype must conform to standards . The logotype is reproduced in six Pantone* colours (PMS), as shown (b) . The colours can also be converted to four colour process values when Pantone colours are unavailable or unpractical .

a .

BLACK C:0 M:0 Y:0 K: 100

PMS 209 C:0 M:100 Y:34 K: 53

PMS 485 C:0 M:97 Y:100 K: 0

* Pantone Incs check-standard trademark for colour reproduction and colour reproduction materials, Pantone Inc .

PMS 072 C:100 M:88 Y:0 K: 5

PMS 376 C:50 M:0 Y:100 K: 0

PMS 137 C:0 M:35 Y:90 K: 0

b .

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The Logotype

4.

Using the Logo

The full identity for the University of Aberdeen bringing together the shield and namestyle . The identity should appear in full on all material, except vehicles and signage, in the preferred position which is in the top left hand corner . Clearspace (c) The logotype must have clear space to enhance recognition . No text, graphics or objects are permitted to intrude into this space . The Clearspace area is defined by the height of the blue square within the shield . Logotype Size (d) A minimum size has been set to 34mm in diameter for the logo to ensure the complexity of the heraldic shield is maintained .
X

X X

c .

34mm

34mm

d .

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Using the Logotype

5.

Using the Logo

To maintain consistency, the colours used are vital to the layout of the logo and must conform to standards . The background colour must be from the University colour palette . Please see list of Contacts on page 23 for more information . In addition to the standard use of the logo the alternative colour ways for single colour/two colour printing is black or PMS 209 (burgundy) . Please note that, whether in full colour or single colour, the background of the shield must always be reproduced in white as shown in the examples opposite . Single Colour The logotype should only be reproduced in Black (e) or PMS 209 (f) . To project the correct image of the University, the logotype user should avoid bright or light colours for single colour reproduction . In exceptional circumstances when these colours are not available the logotype must be reproduced in a bold or the bolder of colour choices available . In certain circumstances it will be necessary, for example, to engrave or etch the logotype onto glass or acrylic or use an equivalent vinyl effect . Similarly gold or silver foil blocking is acceptable as is blind embossing at an acceptable size . Reversed Logotype Some design will require the logo to be reversed out on an approved colour background . If this is required, please ensure the following guidelines apply: Full colour printing The namestyle and founding date must be displayed in white text but the shield must be shown in full colour (g) . Single colour printing The entire logo and text must be reversed as in examples (h) & (i) . Elements can only be customised to enable it to reverse properly from the background which should always appear as a dark, strong colour .
g . e . f .

3 . h .

i .

j .

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Using the Logotype

6.

Logotype Variations
X

Where the standard use of the logo is impractical e .g . banners, presentation material, promotional gifts, or website headers, two options are available to be used landscape (k) and upright (l) versions . The full colour versions are shown here with proportions, positioning of the shield and namestyle and the appropriate clear space to be assigned for approval . Single colour or reversed out versions can be created . Please see list of Contacts on page 23 for guidance on production, size and correct application of the logotype .

X 1 .5 X X

X X

2X

k .
CENTRED

X 1 .6 X

0 .75 X

l .

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Logotype Variations

7.

Incorrect use of the Logotype

The following logo examples shown here are incorrect or unacceptable adaptations of the logo . Incorrect Format (m) The logotype should never be reformatted . Always use the approved versions . Wrong Namestyle (n) The namestyle was developed specifically for use in the logotype . It must not be altered in any way . Wrong Colour The colour of the full colour namestyle has to conform to guidelines (o) . The colour of the single colour logo should not be too bright, or too light (p) . Wrong Shield (q) The heraldic shield must not be replaced by any other . Clearspace (r) No text or graphics can intrude into the clearspace area or be attached to the logotype . Checklist: Approved master artwork must be used when reproducing the logo . Always use the approved versions . Namestyles must not be altered in any way . Colours used must be from the University palette . The shield must be the correct size, shape and content . Ensure a clear space area surrounding the logo .
q . o . p .

UNIVERSITY OF ABERDEEN
m . n .

MUSEUM FUND
r .

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Incorrect Use of the Logotype

8.

committed to positive change, to celebrating culture,

We are

pioneering new ideas

and inventions.

to embracing enterprise, and to

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9.

Stationery
The University of Aberdeen has a portfolio of items within its full stationery range, including Letterheads, Business Cards and approved headers for forms. The University logo is used in its entirety on every item . To guard the corporate brand and ensure consistency in application and production quality, all stocks should be procured through the University of Aberdeens Central Printing Service. Central Printing holds all detailed print specification files for all items . New items or changes to existing stationery must be approved by The Office of External Affairs . The standard set of stationery comprises the following items, shown in detail on subsequent pages within this section: Letterheads: (variations in style) Joint venture stationery Continuation paper Compliment slips: (variations in style) Business cards: (variations in style) The logo is used in its entirety and positioned top left on every item, except on envelopes where the franking block carries the University logo .
School of English & Film Studies Kings College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: english.dept@abdn.ac.uk url: http://www.abdn.ac.uk/english/

Printed on 75% recycled paper

Registered Scottish Charity No SC013683

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Stationery

10.

Stationery
Typeface The Ehrhardt typeface family has been chosen to complement the logotype on all printed items . This includes address blocks, names, titles etc . The use of the typeface is flexible but must not be modified in any way etc outlining, extending, condensing etc . This applies to stationery only . Paper Stock The paper stock for the stationery range has been carefully chosen for the various elements . White Wove (100gsm) is used for standard items with Connoisseur Ivory (115gsm) being adopted for the senior management team to differentiate the items . The correct stock and weights of papers are specified with each item .
Department of Study
Kings College, Aberdeen AB24 2UB Scotland, United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: s.d.logan@abdn.ac.uk url: http://www.abdn.ac.uk Printed on 75% recycled paper Registered Scottish Charity No SC013683

School of English & Film Studies Kings College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: english.dept@abdn.ac.uk url: http://www.abdn.ac.uk/english/

With Compliments

Continuation Paper The standard continuation paper is of the same paper stock and weight as the relevant letterhead but has no detail printed on it .

A N Other BSc PhD

Head of Department

To order stationery, please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825

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Stationery

11.

Letterheads
This is the standard A4 letterhead Standard and Standard Variation Central Printing holds all detailed print specification files for all items . New items of stationery or changes to existing stationery must be approved by The Office of External Affairs. It consists of the following items:1 2 3 4 University of Aberdeen Logotype Full colour version Department/Centre/School/Institute/Name 9/11pt Ehrhardt Regular Address Block 9/11pt Ehrhardt Regular then 1mm space International Telephone, Fax, Email and url address 9/11pt Ehrhardt Regular
Printed on 75% recycled paper Registered Scottish Charity No SC013683

School of English & Film Studies Kings College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: english.dept@abdn.ac.uk url: http://www.abdn.ac.uk/english/

2 3 4

Stock: White Wove Weight: 100gsm This is the standard variation In addition to the components given above, the following are added to complete this stationery variation: 5 6 Supporting Logo Using space provided Funding/Contributing/Legal/Professional Details 7 .5/10pt Ehrhardt Regular 1
19

All dimensions in mm

21
Prospect CPD MacRobert Building Kings College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272523 Fax: +44 (0) 1224 272079 Email: cpd@abdn.ac.uk url: http://www.abdn.ac.uk/cpd

2 3 4
20

20

To order stationery, please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 with written details to complete items 1-6 as appropriate . 6
18
Prospect CPD is the central focus for professional development from the University of Aberdeen

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Letterheads

12.

Letterheads
All dimensions in mm

Joint Venture Stationery This A4 letterhead format has been created to accommodate the organisations involved in joint ventures with the University of Aberdeen . A joint venture is defined as an equal input and commitment to the initiative . This is the only format permissible for joint ventures and consists of the following items:1 2 3 4 University of Aberdeen Logotype Full colour version Joint Office/Department/Foundation 9/11pt Ehrhardt Regular Address on one line 9/11pt Ehrhardt Regular then 1mm space International Telephone, Fax, Email and url address 9/11pt Ehrhardt Regular Partner Logo Full colour version. Sized to balance with the University of Aberdeen logotype . The bulk or main part of the logo must be 20mm from the right edge of the page .

1
19

10

20

20

Stock: White Wove (with no corporate watermark) Weight: 100gsm To order stationery, please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 with written details to complete items 1-5 as appropriate . 2 4 3

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Letterheads

13.

Compliment Slips
Standard and Standard Variation The 1/3 A4 compliment slips have been created in 3 formats, 2 of them opposite, to match the respective letterheads and continuation sheets . The standard format for Compliment Slips consist of the following items: 1 2 3 4 5 University of Aberdeen Logotype Full colour version Section Name 9/11pt Ehrhardt Semibold Department/Centre/School/Institute Name 9/11pt Ehrhardt Regular Address Block 9/11pt Ehrhardt Regular then 1mm space International Telephone, Fax, Email and url address 9/11pt Ehrhardt Regular With Compliments 14pt Ehrhardt Regular italic Prints PMS 209 1 1

A . Standard
All dimensions in mm

21 19
External Relations Alumni Relations Office Kings College Aberdeen AB24 3FX Scotland United Kingdom Tel: +44 (0) 1224 273234 Fax: +44 (0) 1224 272271 Email: alumni@abdn.ac.uk url: http://www.abdn.ac.uk/alumni_relations

2 4 5

20

20
Printed on 75% recycled paper Registered Scottish Charity No SC013683

With Compliments

B . Standard Variation - Projects/Initiatives

21 19
Prospect CPD MacRobert Building Kings College Aberdeen AB24 2UB Scotland United Kingdom Tel: +44 (0) 1224 272523 Fax: +44 (0) 1224 272079 Email: cpd@abdn.ac.uk url: http://www.abdn.ac.uk/cpd

2 4 5

20

A variation to the standard format has been created to carry information on projects/initiatives: 7 8 Supporting Logo Using space provided Funding/Contributing/Legal/Professional Details 7 .5/10pt Ehrhardt Regular

8 7
18 6
Prospect CPD is the central focus for professional development from the University of Aberdeen

20
Registered Scottish Charity No SC013683

Printed on 75% recycled paper

With Compliments

Stock: White Wove Weight: 100gsm

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Compliment Slips

14.

Compliment Slips
Joint Venture This is the Compliment Slip format to match the Joint Venture letterheads and continuation sheets . Joint Venture details can also be featured on the compliment slip by adding the Partner Logo as shown in example opposite: 9 Partner Logo Full colour version. Sized to balance with the University of Aberdeen logotype . The bulk or main part of the logo must be 20mm from the right edge of the page . 1

Joint Venture Variation

All dimensions in mm 10

19

20 20

3 5 6

Stock: White Wove Weight: 100gsm To order stationery, please contact: Derek Kemp/Susan Gibson Central Printing Service 01224 272825 with written details to complete items 1-9 as appropriate .

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Compliment Slips

15.

Business Cards
Business cards are produced for full time staff at the University and used to give representation of individuals relative to their University employment and position of responsibility . Business cards are NOT produced to endorse or associate the University with any involvement with external agencies/ organisations without prior approval being given . This includes any links to postgraduate work, journals and other associate activities including visiting lectureships and satellite businesses . Business cards can also be printed in other languages where foreign business activities dictate this requirement . The standard University Business Cards size is 55mm x 85mm wide and consist of the following items:1 2 3 4 5 6 7 University of Aberdeen Logotype Full colour version Department/Centre/School/Institute Name 7/7 .5pt Ehrhardt Semibold Address 6/6 .5pt Ehrhardt Regular then 0 .5mm space International Telephone, Fax, Email and url address 6/6 .5pt Ehrhardt Regular Individual Name 8/8pt Ehrhardt Regular Individual Title 6/8pt Ehrhardt Semibold Individual Achievements 7/9pt Ehrhardt Semibold Standard with reverse foreign text (Arabic) Standard with reverse foreign text (Chinese) Standard 1 Standard Black

2 3 4 5 7 6

Department of Study
Kings College, Aberdeen AB24 2UB Scotland, United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: s.d.logan@abdn.ac.uk url: http://www.abdn.ac.uk

Department of Study
Kings College, Aberdeen AB24 2UB Scotland, United Kingdom Tel: +44 (0) 1224 272625 Fax: +44 (0) 1224 272624 Email: s.d.logan@abdn.ac.uk url: http://www.abdn.ac.uk

A N Other BSc PhD

Head of Department

A N Other BSc PhD

Head of Department

To order business cards, please contact: Derek Kemp/Susan Gibson at Central Printing Service 01224 272825 with written details to complete items 1-7 as appropriate .

Stock: White Wove Board Weight: 290gsm

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Business Cards

16.

In all that we do, we build on the

distinctiveness of our
northern heritage, on our location in the

consistent service and outstanding achievement to society.

five centuries of
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energy capital of Europe, and on over

17.

Presentation Materials
Powerpoint The Powerpoint presentation template (click to download) has been designed to look clean, fresh and easy to use . Each presentation you produce should adopt the background style outlined below: The heading is set in 36pt Each bullet point should feature 24pt text or above, with a maximum of five lines of ten per slide Paragraph text should also be 24pt size In certain circumstances this may not be possible but text should not be lower than 20pt size Pictures must be clear and relevant to the presentation content

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Presentation Materials

18.

Presentation Materials
Plasma Screens A number of our buildings have plasma screens, usually at entrances and where people congregate e .g . Cafs . Plasma screens are updated regularly and used to advertise seminar programmes, symposia and events, as well as to carry up-to-date information on registrations, student support and other campus information . When producing a plasma using Powerpoint the following guidance is given: Logo full or single colour, clearspace Image relevance, left/right position Title/headline: 28 to 36pt Verdana Intro Paragraph: 24 to 28pt Verdana Event/contact details: 22 to 24pt Verdana bold Partner logos: as relationship dictates Once completed the plasma is sent to key contacts within the University for publishing: Wilfred Howie Education Anne Beavan Library Services Yvonne Gordon Registry Maureen Carr IMS Jen Phillips CLSM Marie Duncan Biological Sciences Rhona Mitchell Music Lynne Anderson Campus Services/The Hub Please ensure you give clear instruction for uploading and removal as out of date information is not effective communication.

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Presentation Materials

19.

Presentation Materials
Banner Displays The University of Aberdeen maximises its presence at exhibitions using display stands and other supporting material . To book out our Corporate Banners please contact Marjory Clark or Deborah Mann in the Communications Office: 01224 272014 or communications@abdn.ac.uk Corporate Gifts/Merchandising Merchandise and corporate gifts are used to support and promote events and as gifts or giveaways for overseas trips and other University activities . The full range of merchandise can be ordered via the online shop: www.abdnpayments.co.uk/store For advice and for information on corporate gifts please contact Marjory Clark or Deborah Mann in the Communications Team: 01224 272014 or communications@abdn.ac.uk.

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Presentation Materials

20.

Advertising
The University of Aberdeen has appointed a media agency to procure advertising on its behalf to benefit from cost efficiencies through bulk buying across a range of media . The media agency is in regular contact with appointees from within the University to build and co-ordinate advertising exposure . The advertising activities can be split broadly into the following areas: Student Recruitment Staff Recruitment Corporate Advertising Student Recruitment Advertising All student recruitment advertising should be arranged through Rachel Sandison, Head of SRAS or Kylie Cooke, Senior Marketing Officer . This includes: University profiles Course advertising Course leaflets Ezines Advertorial features As with all publications, the same basic principles apply for advertising to ensure a consistent and recognisable image throughout all campaigns and one-off advertisements . To discuss advertising opportunities in relation to student recruitment, please contact Rachel Sandison on 01224 272514 or email rachel.sandison@abdn.ac.uk or Kylie Cooke on 01224 272408 or email k.cooke@abdn.ac.uk . Corporate/General Advertising The University has a roster of design agencies which must be used and will assist in the design and production of your advert . All new advertising styles must be approved. Please contact Shaunagh Kirby, Head of Communications on 01224 273108 or email s.kirby@abdn.ac.uk for information and approval . Staff Recruitment Advertising All staff recruitment advertising and any forthcoming vacancies should be co-ordinated through HR. A member of the team from HR is designated to each area of the University and each College . Visit www.abdn.ac.uk/hr/contacts to find out who represents your Department or College . All new advertising layouts must be approved by the Communications Team .

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Advertising

21.

Photography
A photo library has been established to bring together all recent photography from a number of sources, including those held within SRAS, Communications and the Colleges . In addition we have a number of photographers who are commissioned to work for the University, for example at graduations and other major events . Please contact the Communications Team on 01224 272014 or communications@abdn.ac.uk for advice and assistance .

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Photography

22.

Contacts
If you require clarification on any aspect of corporate identity please contact Fiona Shedden in the Office of External Affairs in the first instance on 01224 273790. Advice and Assistance Situations will arise that are outwith the scope of these guidelines and it is important that you get in touch with one of the contacts listed for guidance . Internal Communications Angela Ferguson: 01224 274136 or a .ferguson@abdn .ac .uk Media Communications Communications Team: 01224 272014 or communications@abdn .ac .uk Branding (general enquiries) Fiona Shedden: 01224 273790 or f .shedden@abdn .ac .uk Shaunagh Kirby: 01224 273108 or s .kirby@abdn .ac .uk

Approved Agencies Emma Quinn Design 999 Design Elmwood D8

Student Recruitment Communications Rachel Sandison: 01224 272514 or rachel .sandison@abdn .ac .uk Kylie Cooke: 01224 272408 or k .cooke@abdn .ac .uk

Hampton Associates THK Design

Please contact Fiona Shedden or Shaunagh Kirby (above) for contact details for roster agencies .

Printing Signage Bob Watson: 01224 272067 or r .s .watson@abdn .ac .uk Central Printing: 01224 272825 or cen-print@abdn .ac .uk

Web Design & Development Mike McConnell: 01224 272602 or m .mcconnell@abdn .ac .uk

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Contacts

23.