brand guidelines - british computer societyral 110 80 70 c100 m0 y50 k60 r0 g102 b51 #006633 dulux...
TRANSCRIPT
Brand guidelinesApril 2019
BRAND GUIDELINES 02
Contents
Our logoThe three variantsApplication of the black variantApplication of the white variantThe secondary white letter variantThe exclusion zoneApplicationLogo positionSizing
Our coloursThe primary colour paletteThe secondary colour palette
Our typefacesDIN Next ProArialleadingTracking and kerning
Our IconsExamples
PhotographyOverview and peopleDetails and objectsAdobe Lightroom preset
PrintingPaper stock
Our gridsA4A5DL A3
02BRAND GUIDELINES
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BRAND GUIDELINES 03
Our logoThe three variants
Black variant
Green variant
White variant
There are two variants of our logo, a black and a white version. You should use the black variant on light backgrounds and the white variant on dark backgrounds.
Transparency within logosThe text within the black and white variants is transparent so the background colour will be visible.
These logos should never be redrawn.
The green variantOur green logo should not be applied toany new designs, but should still be usedwhere it exists today.
ArtworkFor print you will need a scaleable CMYK EPS vector version.
For online use an RGB PNG is required.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
BRAND GUIDELINES 04
Our logoApplication of the black variant
When using the transparent black variant of our logo please ensure the area behind is light and free of distracting clutter and colour.
Things to avoidDark colours and backgrounds which will make the internal text difficult to read.
ArtworkFor print you will need a scaleable CMYK EPS vector version.
For online use an RGB PNG is required.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
Correct use of the black variant
Poor use of the black variant
BRAND GUIDELINES 05
Our logoApplication of the white variant
When using the transparent white variant of our logo please ensure the area behind is dark and free of distracting clutter and colour.
Things to avoidLight colours and backgrounds which will make the internal text difficult to read.
ArtworkFor print you will need a scaleable CMYK EPS vector version.
For online use an RGB PNG is required.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
Correct use of the white variant
Poor use of the white variant
BRAND GUIDELINES 06
Our logoThe secondary white letter variant
Secondary logo – with white lettering
Our secondary logo is black and the text within it is white (not transparent).
This variant works well when placed on photographs with busy or cluttered backgrounds or those backgrounds with multiple or distracting colours.
This version ensures you can easily read the white text within the BCS shield even at a smaller size (see example opposite).
Note: This variant must only be applied to busy or cluttered photographic backgrounds or those backgrounds that have multiple or distracting colours.
ArtworkFor print you will need a scaleable CMYK EPS vector version.
For online use an RGB PNG is required.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
BRAND GUIDELINES 07
Our logoThe exclusion zone
Our logo must have room to breathe and be prominent on every piece of communication to maximise impact. To achieve this, we have set a clear space around the logo which we refer to as the exclusion zone.
Exclusion zoneAlways leave a clear space around our logo equivalent to the height of the ‘s’ in ‘bcs’.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
The exclusion zone should be equal to the height & width of the ‘s’ in ‘bcs’.
BRAND GUIDELINES 08
Our logoApplication
The default position for our logo is in the bottom left-hand corner. However, there are exceptions to this. For example on social media assets, emails and stationery where the logo appears in the top left-hand corner.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
BRAND GUIDELINES 09
Our logoLogo position
Wherever possible the correct position for our logo is bottom left.
However, generally it is preferable to have more space around the logo particularly when it appears on an advertisement on a right-hand page where there is a danger it could begin to disappear into the fold. Therefore the inner margin can be increased to 16mm. (Shown in position 2)
also be aligned with the edge of the 12 column grid, this is 12mm at A4.
For more detail please refer to our grids starting on page 21.
Which you choose may depend on the application and the space available.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
6 6
6 6Initial border Initial border
Base of 12 column grid
Position 1 Position 2
Base of 12 column grid
12 mm 16 mm
BRAND GUIDELINES 10
Our logoSizing
A1Logo width: 80 mmMargins: 40 mm
A3Logo width: 40 mmMargins: 20 mm
A4 Logo width: 25 mmMargins: 12 mm
Letterhead/Compliment slipLogo width: 22 mmMargins: 12 mm
Continuation sheetLogo width: 18 mmMargins: 12 mm
A5/DLLogo width: 22 mmMargins: 10 mm
BookcoverLogo width: 22 mmMargins: 12 mm
A6Logo width: 18 mmMargins: 10 mm
Business cardLogo width: 15 mmMargins: 5 mm
It’s important that our logo appears at a consistent size on similar sized marketing collateral and publications.
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
12
Basis of measurement
Minimum 15 mm 12
25
A4
BRAND GUIDELINES 11
Our coloursThe primary colour palette
Green is our primary corporate colour and should be the dominant colour on all our communications, making them instantly recognisable.
Pantone 349 C is our corporate colour but to compliment it and add variety we have two other primary greens, Pantone 369 Cand Pantone 382 C.
Use of blackBlack is only to be used for text and as the colour of our BCS primary logo.
Use of PearlPearl is only to be used as a background colour.
If you require further assistance, or have anything for design review please email [email protected]
Pantone 349 C is our corporate colour
Pantone 663 C
C4 M3 Y3 K0R241 G241 B241
#F1F1F1RAL 9003
Pantone 369 C
C33 M0 Y100 K40R102 G153 B0
#669900DULUX 21GY 30/617
RAL 6018
Pantone 382 C
C35 M0 Y100 K0R178 G210 B53
#B2D235DULUX 90YY 48/650
RAL 110 80 70
C100 M0 Y50 K60R0 G102 B51
#006633DULUX 12GG 10/310
RAL 6029
BRAND GUIDELINES 12
Our coloursThe secondary colour palette
The secondary colour palette has 4 further colours. These are to be used to support and complement our primary greens, not replace them.
They are intended for backgrounds or to give additional colour in diagrams.
Remember, our corporate colour is green.
If you require further assistance, or have anything for design review please email [email protected]
Pantone 5763 C
Pantone 273 C
C75 M60 Y0 K10R74 G98 B164
#4A62A4
Pantone 7474 C
C70 M5 Y20 K30R30 G138 B153
#007987
C0 M77 Y100 K0 R242 G97 B34
#FF5F00
C35 M5 Y60 K50R98 G120 B79
#62784F
Pantone 165 C
BRAND GUIDELINES 13
Our typefacesDIN Next Pro
DIN Next Pro is our corporate typeface and should be used on all printed items.
Available in four weights it gives us plenty of scope for variety. The italic versions of each weight can be used to highlight information but should be used sparingly.
DIN Next Pro is an OpenType font suitable for both Mac and Windows platforms. It can be purchased from www.linotype.com
If you require further assistance, or have anything for design review please email [email protected]
Din AaLightAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz1234567890£%
RegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz1234567890£%
MediumAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz1234567890£%
BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz1234567890£%
Light Italic
Regular Italic
Medium Italic
Bold Italic
BRAND GUIDELINES 14
Our typefacesArial
For internal documents and presentations (PowerPoint/Slido) Arial can be used. Arial is a system font available on both Mac and PC.
Available in two weights it provides additional readability when producing text heavy publications. The italic versions of each weight can be used to highlight information but should be used sparingly.
If you require further assistance, or have anything for design review please email [email protected]
Ari AaRegularAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz1234567890£%
BoldAa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Xx Yy Zz1234567890£%
Regular Italic
Bold Italic
BRAND GUIDELINES 15
Our typefacesLeading
Our recommended line spacing (also called leading) impacts legibility.
It also influences the look and feel of the final piece. It should be carefully considered and well executed to achieve a clean and legible piece of communication.
Leading refers to the spaces between lines of type and is measured in points. As a general rule, for body text the leading should be half a point more than the size of the type used.
However, for larger headings the leading can be reduced by a couple of points. For example, a 24pt heading could have 22pt leading.
We have provided a few basic principles for setting type here.
If you require further assistance, or have anything for design review please email [email protected]
BCS, The Chartered Institute for IT, promotes wider social and economic progress through the advancement of information technology, science and practice.
DIN Next Light 11.5/12pt
BCS, The Chartered Institute for IT, promotes wider social and economic prog-ress through the advancement of information technology, science and practice.
DIN Next Light 10.5/11ptRecommended size for brochure body text
BCS, The Chartered Institute for IT, promotes wider social and economic progress through the advancement of information technology, science and practice.
DIN Next Light 9.5/10pt
BCS, The Chartered Institute for IT, promotes wider social and economic
BCS, The Chartered Institute for IT, promotes wider social and economic prog-ress through the advancement of information technology, science and practice.
DIN Next Light 10.5/12.5ptOptically this appears a little too open
BCS, The Chartered Institute for IT, promotes wider social and economic prog-ress through the advancement of information technology, science and practice.
DIN Next Light 10.5/9.5ptOptically this appears a little too tight
line spacing or leading
BRAND GUIDELINES 16
Our typefacesTracking and kerning
The spaces between letters control the number of characters on a line. They contribute to the visual appeal and legibility of text. Adjusting the letter spacing to entire blocks of text is called tracking, adjusting the space between individual letters is called kerning.
It is preferred that DIN Next Pro is set with -20 tracking for body copy, sub-headings and headings.
The line length or measure is the width of a line of text. Line lengths should be kept short to aid legibility. An approximate average of 13 words and an approximate minimum of 5 words should be maintained in all communications. Legal text is the only exception to this rule where line length will be wholly determined by the volume of text and space available.*Based upon Adobe InDesign tracking settings. For Quark XPress users the tracking is -4 and -10.
If you require further assistance, or have anything for design review please email [email protected]
BCS, The Chartered Institute for IT, promotes wider social and economic progress through the advancement of information technology, science and practice.
Standard letter spacing
BCS, The Chartered Institute for IT, promotes wider social and economic progress through the advancement of information technology, science and practice.
With tracking set to -20
KerningStandard letter spacing
BCS, The Chartered Institute for IT, promotes wider social and economic progress through the advancement of information technology, science and practice.
Minimum line length, 5 words approx
BCS, The Chartered Institute for IT, promotes wider social and economic progress through the advancement of information technology, science and practice.
Maximum line length, 13 words approx
BRAND GUIDELINES 17
Our IconsExamples
We have a range of icons we use throughout our brand. for online and print use.
If you require further assistance, need access to the BCS icon bank or have anything for design review please email [email protected] Benefits Calendar
SearchReports / Documents
BRAND GUIDELINES 18
PhotographyOverview and people
We are committed to improving diversity within the UK Science and Technology community. We support the Declaration on Diversity, Equality and Inclusion, and we are publicly committed to delivering a workforce that is more representative of those it serves. When looking to use imagery please consider this in your choices. Images should be well lit, light and airy, fresh, modern and look as real as possible.
If you require further assistance, or have anything for design review please email [email protected]
BRAND GUIDELINES 19
PhotographyDetails and objects
Occasionally we will need to show detail of hardware/systems. These are shown either in use or, when no person is shown, the shots are clearly ‘real’ situations.
Simple flat colour illustration is only used on social media assets or infographics.
If you require further assistance, or have anything for design review please email [email protected]
BRAND GUIDELINES 20
PhotographyAdobe Lightroom Preset
We have a specific preset to ensure all of our photography has the correct editing.
Please contact the email below to request the preset.
If you require further assistance, or have anything for design review please email [email protected]
BRAND GUIDELINES 21
PrintingPaper stock
To maintain the quality of our printedpublications and for colour consistencywe need to be consistent in the choice of paper stock we print onto.
If you require further assistance, or have anything for design review please email [email protected]
Folders Brochures (stapled) Leaflets/Flyers (non-stapled)
A4+ A4Antalis Novatech silk coated4 colour + seal350 gsm
Antalis Novatech silk coated4 colour + sealOuter: 250 gsm Inner: 170 gsm
A5 A4Antalis Novatech silk coated4 colour + seal250 gsm
A5DL
A4
Certificates
Edixion uncoated4 colour190 gsm
A4
Stationery
Startext Classic uncoated4 colour100 gsm
Business cards - Portrait
Antalis Novatech silk coated4 colour + sealDigitally overprinted with Pantone 3425350 gsm
DL
BRAND GUIDELINES 22
This page demonstrates the grid system used on A4 covers and inside spreads. The dimensions for A4 are 210mm x 297mm.
The vertical grid has an initial border of 6mm and the central area is sectioned equally into 12 columns with a 3.5mm gutter and a horizontal grid that is divided into 12 rows. These measurements are taken from within the second margin.
These guides should not be altered.
If you require further assistance, or have anything for design review please email [email protected]
6
6 6
210
297
6 3.5
All measurements in millimetres
Our gridsA4
BRAND GUIDELINES 23
This page demonstrates the grid system used on A5 covers and inside spreads. The dimensions for A5 are 148.5mm x 210mm.
The vertical grid has an initial border of 5mm and the central area is sectioned equally into 12 columns with a 3mm gutter and a horizontal grid that is divided into 10 rows. These measurements are taken from within the second margin.
These guides should not be altered.
If you require further assistance, or have anything for design review please email [email protected]
5
148.5
210
5 3
All measurements in millimetres
5 5Our gridsA5
BRAND GUIDELINES 24
This page demonstrates the grid system used on DL covers and inside spreads. The dimensions for DL are 99mm x 210mm.
The vertical grid has an initial border of 4mm and the central area is sectioned equally into 8 columns with a 3mm gutter with a horizontal grid that is divided into 10 rows. These measurements are taken from within the second margin.
These guides should not be altered.
If you require further assistance, or have anything for design review please email [email protected]
99
210
3
4
4
All measurements in millimetres
4 4Our gridsDL
BRAND GUIDELINES 25
This page demonstrates the grid system used on A3 covers and inside spreads. The dimensions for A3 are 297mm x 420mm.
The vertical grid has an initial border of 10mm and the central area is sectioned equally into 12 columns with a 3.5mm gutter with a horizontal grid that is divided into 12 rows. These measurements are taken from within the second margin.
These guides should not be altered.
If you require further assistance, or have anything for design review please email [email protected]
10
10 10
297
420
10 3.5
All measurements in millimetres
Our gridsA3
BRAND GUIDELINES 26
If you require further assistance, need access to the BCS logo or have anything for design review please email [email protected]
Contact
25BRAND GUIDELINES