LCA Brand Guidelines 2015

Version 002 / 2015

LEEDS COLLEGE OF ART IDENTITY GUIDANCE

Identity Guidelines 2Leeds College of Art

01 Evolving the Identity

02 Our Logo

03 Colours

04 Mosaic – Ideas

05 Typography

06 Bringing it all together

CONTENTS


EVOLVING THE IDENTITY

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01 EVOLVING THE IDENTITYINTRODUCTION

This new identity for the Leeds College of Art was developed with three key principles in mind:

– To stay true to the heritage of our institution

– To create a flexible system that supports the values of our organisation

– To introduce an adaptable identity that works in all applications.

The mosaic has been the basis of our identity for many years. Its symbolism for us and our students is significant, but it presents several challenges that until now we have not fully addressed. This evolution takes on those challenges, retaining the mosaic at its heart and developing its appearance and application so that it can underpin and represent the modern ethos, impact and ambition of Leeds College of Art. As well as respecting our tradition and heritage, it embraces our dynamic, modern offer and the way we want to reach out to current and potential students with something lively, colourful, promising.

Please read and refer to this guidance as you produce or commission any design work. Consider these the ‘guiding principles’ of the design, rather than a set of unbreakable rules. If you have queries about how best to maintain its integrity and consistent use, contact…


Please read and refer to this guidance as you produce or commission any design work. Consider these the ‘guiding principles’ of the design, rather than a set of unbreakable rules. If you have queries about how best to maintain its integrity and consistent use, contact Lucy Tee, Marketing Officer (Branding, design and print) 0113 202 8131 [email protected]



Our previous identity used an image of the mosaic wherever possible, which was limited because of the ‘legibility’ of the image at small sizes. We were also restricted to using the logo in four colour print, as it doesn’t work as a mono image. Neither could it be used reversed out of a darker colour, or at small sizes where detail was completely lost. These limitations meant that the mosaic was often omitted which left the logo a lot of work to do. Our very open, loose approach to design meant that we often missed the opportunity to clearly brand our own material. Although a distinctive feature of the building, and a tradition of our identity, the original mosaic logo was not helping us to stand out in our crowded marketplace.



We will continue to work with the mosaic logo on corporate materials, where it does function and can be used in full colour at an appropriate size. So we will use it on our existing letterheads, compliment slips and business cards and we will integrate the mosaic with the new visual identity on building signage and decoration. This will show the origin of the identity and the relationship between ‘old’ and ‘new’.

Letterhead

Compliments Slip



OUR NEW LOGO

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02 — OUR NEW LOGOORIGINAL TYPOGRAPHY

Since the mosaic image rarely appeared, our logo has had an awful lot of work to do, often appearing the only consistent element on our print, which used dramatically different design approaches and content. However, the logo was drawn from the original mosaic and so was, as logos go, unrefined and posed its own problems in usage.


02 — OUR NEW LOGONEW TYPOGRAPHY

Our new identity redraws this original type, using a hand drawn font to retain a carefully crafted, established feel. However, the lines are clean and solid, making the type more consistent, definitive and contemporary.The new logo incorporates the year the college opened. This underpins our claim to tradition and heritage, and brings weight and kudos to the college’s offer.


02 — OUR NEW LOGOTHE LOGO

Our new identity uses this new, hand drawn logo on a shape taken directly from the mosaic. The background shape brings definition to the logo, making it more visible, eye-catching and ensuring that it has clear space around it. The bold shape, which holds the Leeds College of Art name, ensures its leading role in designs.


The logo in black



The logo in white



The logo can be applied in any colour from the palette and the typography should always be black or white out.



02 — OUR NEW LOGOLOGO EXCLUSION ZONES

Always make sure the logo has sufficient clear space around it. As a general rule use the height of the type within the tile. The minimum size for logo variants is 15mm in black and white.

15mm

Minimum size

x x


02 — OUR NEW LOGOWHAT NOT TO DO

Never place the type in a mosaic shape of your own creation.

Insufficient contrast between the logo and background colour

The LCA type should never be placed within an alternative shape

Never reverse logo without sufficient contrast between the background and logo

Never change the typeface or setting of the type within the logo

LEEDSCOLLEGE

OF ART

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2

6

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7

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Do not change the angle the logo sits at - the type should remain horizontal.

COLOURS

3Identity Guidelines 17Leeds College of Art


03 — COLOURS

Our colour palette is flexible and you can add to it, if it works for the application you are creating. These are here as a guide but you may find that your application requires you to deviate from this set. That’s fine.The following slides demonstrate how you can still maintain the identity whilst using different colours. P 7499 C0 / M2 / Y15 / K0

R239 / G231 / B197

P 317 C18 / M0 / Y8 / K0

R206 / G235 / B234

P 3135 C100 / M0 / Y16 / K0

R0 / G138 / B171

P 5855 C0 / M0 / Y31 / K18

R208 / G202 / B145

P 176 C0 / M25 / Y18 / K0

R251 / G201 / B191

P 213 C0 / M95 / Y27 / K0

R238 / G44 / B111

P 254 C50 / M100 / Y0 / K0

R159 / G38 / B181

P Yellow C0 / M0 / Y100 / K0

R255 / G239 / B0

P 7545 C23 / M2 / Y0 / K63

R83 / G98 / B110

P 202 C0 / M100 / Y61 / K43

R152 / G0 / B46

Black C0 / M0 / Y0 / K100

R0 / G0 / B0

P 7419 C0 / M60 / Y45 / K18

R169 / G74 / B88

P 5205 C50 / M58 / Y50 / K0

R138 / G105 / B122

P 1505 C0 / M42 / Y77 / K0

R255 / G111 / B0

P 3385 C45 / M0 / Y33 / K0

R79 / G216 / B177


03 — COLOURS IN USE EXAMPLE 01

– Pantone 317 – From the colour palette

Chosen because it references a colour in the artwork.


– Metallic Red – Not from the colour palette

Chosen for the prospectus cover to give the title copy more lift.


The best place to begin

Leeds College of Art prospectus


– 100% Yellow / 100% Cyan (creating Green) – Not all from the colour palette

Chosen because visibility was important for this piece. Also the print process was digital so 100% process colours gave a good flat colour result.


LIFE

AFTER

COLLEGE

Events, advice, career coaching and workshops for anyone asking

the question:

WHAT NEXT

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THE MOSAIC – IDEAS



04 — THE MOSAIC – IDEAS WHERE IT COMES FROM

As a theme running through a lot of the corporate level, or public-facing applications, there is a mosaic pattern.This pattern is derived from the original mosaic on our building and is a subtle nod to the history of Leeds College of Art.The way we use this mosaic is varied and largely dependent on what the project is and the accompanying visual assets around it.

The following slides give you some examples of how application of the mosaic can vary. This being an ‘ideas’ section though, please feel free to add your own alternatives.

Note – The mosaic pattern is often used for corporate, or ‘public-facing’ marketing and communications, but is not mandatory for all applications.


04 — THE MOSAIC – IDEAS

Idea 01 Overlapping Gradient



Idea 02 Keyline



Idea 03 Small and scattered



Idea 04 Pattern work



Idea 05 3D rendered



Idea 06 Hand rendered

TYPOGRAPHY



AaAa AaAa

05 — TYPOGRAPHY

Much like the colour rules, typography rules are here as a suggestion. We are currently using 4 fonts for the campaign cycle in 2015 but we may add to that list.

Again, this is dependent on what your needs are and what you’re creating.

The following slides indicate the fonts that are currently in circulation.

A2 Grot – for text

Cheltenham – for large quotes

Bureau Grot – for headlines

Elementa - for captions


Bodycopy

A2 Grot10 Regular abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&

05 — TYPOGRAPHY BODY COPY

We’re quite open-minded about typography usage but the one rule you should stick to* is that body copy is set in A2 Grot. If it works well you can also set headlines in A2 Grot too (see page 40).

Header and display fonts may change but this should be the constant.

* If for any reason A2 Grot isn’t available to you then speak to the marketing team about using an alternative. You should also look through the remainder of this document as we go on to look at other alternative typefaces.

Bodycopy

A2 Grot10 BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&


Headlines

Bureau Grot Condensed Book abcdefghijklmnopqr stuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Headlines

BUREAU GROT CONDENSED BOLDABCDEFGHIJKLMNOPQRSTUVWXYZ

05 — TYPOGRAPHY DISPLAY TYPEFACE 01

The display typeface used in the most recent prospectus and in this guidance document is Bureau Grot. Selected for its similarity to A2 Grot, this font is ideal for strong header styles where we need our voice to be heard!

Available at: https://www.myfonts.com/fonts/fontbureau/bureau-grot/


05 — TYPOGRAPHY DISPLAY TYPEFACE 02

Chosen for its similarity to the type in the logo, Adobe Garamond titling can be used when a more authoritative tone of voice is required.

Available from: https://store1.adobe.com/cfusion/store/html/index.cfm?&event=displayFont&code=GARA10005020

Headlines

ADOBE GARAMOND TITLING CAPITALSABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890£$%&

Quotes

Cheltenham ITC light abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&

05 — TYPOGRAPHY QUOTES

For a change in tone of voice the typeface for extended quotes is Cheltenham. You can use this for times when we’re quoting our famous alumni, recognised public figures or staff.

Available from: http://www.azfonts.net/load_font/itc_cheltenham--lte50652.html


Quotes

Cheltenham ITC light italicabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&

05 — TYPOGRAPHY CAPTIONS

For captions you can use Elementa.

Available from: https://www.myfonts.com/fonts/fontfont/elementa-pro/


Captions

Elementa RegularabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&Captions

Elementa BoldabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&


A combination of Trebuchet and Georgia can be used for internal communications as a substitute to A2 Grot and Garamond.

These fonts are available on all systems and are free to use so do not require a font licence.

Headlines or Bodycopy

Trebuchet abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&

Headlines or Body Copy

GeorgiaabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890£$%&

05 — TYPOGRAPHY INTERNAL USAGE


BRINGING IT ALL TOGETHER

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The following slides show applications that have been created in the last year. We’ve highlighted where the application has stuck to and deviated from the guidance to best achieve the design requirements, so you can see how this document works to set out ‘guiding principles’ rather than a hard and fast set of rules to work to.

From the guidance• A2 Grot is used as the small text• The logo is on the cover • Mosaic used as gradient fade on inner pages

Specific for this application• Headline typeface is called ‘Bluu’ and is chosen almost

as the ‘masthead’ for the book. Its angular cuts reflect the shape of the mosaic

• The design aesthetic was intended to feel like an art book / magazine so a deviation from the guidance was required

• Metallic red chosen to lift the cover typography from the image

06 — BRINGING IT ALL TOGETHER PROSPECTUS & MINI GUIDE

Identity Guidelines 39Leeds College of Art Identity Guidelines 39Leeds College of Art

The best place to begin

Leeds College of Art prospectus

Prospectus

Leeds College of Art

From the guidance• A2 Grot is used as the small text and headlines• The logo is on the cover • Yellow used from the palette • Mosaic used in keyline

06 — BRINGING IT ALL TOGETHER EXHIBITIONS BROCHURE


Exhibitions2014 — 2015


06 — BRINGING IT ALL TOGETHER CREATIVE DEVELOPMENT AWAY-DAYS


From the guidance• A2 Grot is used as the small text• Bureau is used as headline font• Cheltenham is used for quotes• The logo is on the cover • Mosaic used as pattern

What kind of event could you arrange?

Choose from our standard range of activities or ask us to put together a bespoke development day, tailored to your objectives. If you want to do more than one day, or if you just want to allow additional time for socialising, we can arrange private fine dining in the evening as well as 4* accommodation.

What about lunch and refreshments?

Our own in-house caterers will suggest a range of tasty and nutritious options, enabling you to share an enjoyable lunch as you top up your energies before embarking on your afternoon session. Menus can be provided, and we can cater for all special requirements.

What does it cost?

Each event is priced according to the number of people attending and the number of workshops you need. We’ll be happy to talk you through a range of options, providing guidance on pricing as we go. Once you’ve decided on the ideal event for you, we’ll submit a formal quote.

It costs nothing to enquire further!Please call 0113 202 8000 or contact:Louise Miller [email protected] Sharon Heleine [email protected]

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Creative development away-days for organisations

From —Making Sales

To —Making Art If you can

laugh together,

you can work

together.

Robert Orben

“

”

Creative Development Away Days

41

06 — BRINGING IT ALL TOGETHER POWERPOINT PRESENTATION


From the guidance• Internal comms piece rather than public-facing

so Georgia is the font• Logo at the front• Colour from the palette• Small scattered mosaic pattern used

For any further queries contact:

Andrew Craske Head of Marketing & Communication Leeds College of Art

0114 202 8144 [email protected]

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Lucy Tee Marketing Officer (Branding, design and print) Leeds College of Art

0113 202 8131 [email protected]

LCA Brand Guidelines 2015

Documents

leeds college of art01

leeds college of artevolving

ambition of leeds college

leeds college of artplease

leeds college of artwe

design work

adaptable identity

original mosaic logo