cambridge arts & cultural leaders

Cambridge Arts & CulturalLeaders

Branding Identity

Cambridge Arts & Cultural Leaders Identity Core Elements

Our Brand Our Brandmark Colour PaletteMinimum / Maximum SizeClear Space Co-sponsorship Template & UsageTextIncorrect Usage

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Cambridge Arts & Cultural Leaders

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Cambridge Arts & Cultural Leaders corporate identity is directly represented by the visual elements of the brand position, This allows the brand to be unified across all means of representation.

The following pages will show how to correctly advance in the creation of future pieces of work. Strict rules have been put in place to ensure that Cambridge Arts & Cultural Leaders is accurately unified across all means of representation.

Please follow the guidelines carefully they have been put in place to ensure that the brand of CA,CL is built in a elegant and consistent manor.

Our Brand


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LogoBrandmark Configurations

Primary

Secondary

Stack rightWhere ever possible this logo will be used, for example it can be used for the title of the information pages that CA,CL produce.

It can also be used at the bottom left of a page as a stamp from the CA,CL leaders.

Brand mark The brand mark (secondary logo) can be used opposed to the primary depending on the intended use.

For example if for more subtle use of the logo the secondary logo will be used.



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Colour PaletteRGB / HEX

The colour pallet has been carefully selected to represent the inspiring happy vibe that Cambridge represents.

The chosen colours for CA,CL have been perfectly tuned to inspire and excite Cambridge, therefore no other colour will be required to represent CA,CL.

The colour selected on each typeface represents the colour that the solid fill best goes with, for example red and peach especially goes well together.

Black must only be used at a 95% key for legibility, This is important for two reasons. The Logo type is set at a 100% key allowing it to stand out against the type on the page. It also allows it to connect with the same vibe as the colour palette.

RGB 209 - 26 - 23HEX D11A17

CMYK 10,98,98,2

RGB 231 - 100 - 29HEX E7641D

CMYK 3,71.94,0

RGB 245 - 205 - 189HEX F5CDBDCMYK 3,25,24,0

RGB 139 - 200 - 222HEX 8BC8DECMYK 49,6,11,0

RGB 178 - 99 - 153HEX B26399

CMYK 34.71,11,0Cambridge Arts & Cultural Leaders

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60mm 226 pixels

20mm 75 pixels


Minimum Primary Logo Size

Minimum secondary Logo Size

80mm / 302 pixels

Maximum primary & secondary Logo Size

40mm / 151 pixels

LogoMinimum / Maximum size

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LogoClear Space

For maximum impact and definition of the logo a clear space area is obligatory. This allows the brand mark to gain full clarification.

This clear space zone around the brand mark shows the area in which no; graphics; texts; images; or any other object will be allowed to be placed.

The Clear space is determined by placing a quarter of the square which is (solid fill of CA,CL logo) all the way round. It is important that Scale is taken into account when calculating the clear space, Otherwise the Logo’s will not be correctly defined.


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LogoCo-Sponsership


When The Cambridge Arts & Cultural Leaders Logo is placed aside other Sponsors or supporters, the size and type of logo must be considered.

When the brand mark is in addition to another singular Logo, it must be in secondary grey scale only (unless the other logos are going to be printed in colour in which case the coloured secondary logo must be used).

Singular Co-Sponsership

Multiple Co-Sponsership

The selection of Logo is important depending on the style of brand mark that sits beside it. Do not allow the other sponsors to look more important, this can be resolved by picking either the secondary or primary grey scale Logos. This is indicated bellow.

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Cambridge Arts & CulturalLeaders

Branding Identity

20mm

12mm

12mm

83m

m

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20mm

12mm

12mm

104m

m Cambridge Arts & Cultural Leaders

Inspiring Cambridge

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LogoCorrect Usage Example From Template.

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TypefaceCorrect Usage

The quick brown fox jumps over the lazy dog



Adobe Caslon Pro has been selected to represent; logo, body text, and tiles. It has many attributes which are similar to those of typefaces which originated in Cambridge from many years ago.

Having such a versatile typeface such as Caslon means that no other typeface will be required to represent the brand. Some simple rules have been put into place so that the use of type is uniformed across the brand.

Body text should only ever be displayed 12 pt unless it’s in a leaflet or magazine in which case it 11 pt will be used.

Sub titles are always set in 16 pt simply because it sits the nicest under the 24 pt title.

Titles should be set in 24 pt, There is only one exception if it is being set on a front page of a document any size between 24 pt and 60 pt can be selected depending on the clear space on the page.

Adobe Caslon Pro Regular 12 pt(Body Text)

Adobe Caslon Pro Regular 16 pt(Sub Title)

Adobe Caslon Pro Regular 24 pt(Title)

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LogoIncorrect Usage

To maintain consistency throughout the brand, it is essential that the Logo isn’t altered in anyway.

Below are just a few variations of the logo that should never be used. The master Art work is the only logo that should represent the CA,CL and therefore no other modifications to the brand mark will be required.

Do not change the colour of the type.

Do not change the background colour.

Do not outline the type.

Do not add a back ground texture.

Do not add a border. Do not change the scale.

Do not change the colour of the type.

Do not add an image on the background.

Do not delete the background solid.

Do change the type to outlines.

www.cam.ac.uk/inspiringcambridge

cambridge arts & cultural leaders

Design