kew brand guidelines

Brand Guidelines

Contents

Section Pg

1. Introduction . . . . . . . . . . . . . .2

2. Brand essence . . . . . . . . . . . . .3

3. Our values . . . . . . . . . . . . . . . . .4

3.1 Scientific endeavour . . . . . . . .5

3.2 Conservation . . . . . . . . . . . . . .7

3.3 Beauty . . . . . . . . . . . . . . . . . .9

3.4 Inspiring learning . . . . . . . .11

4. Branding overview . . . . . .13

5. Logo application . . . . . . . .15

5.1 Kew masterbrand . . . . . . . . .15

5.2 Wakehurst Place

masterbrand . . . . . . . . . . . . .17

6. Primary strapline . . . . . . . .18

6.1 Improving emphisis

and legibility . . . . . . . . . . . .19

6.2 Example of

increased emphisis . . . . . . . .20

6.3 Example of improved

legibility . . . . . . . . . . . . . . . .21

7. Causal message . . . . . . . . . .22

7.1 Use as a headline . . . . . . . .23

7.2 Use as a sign off . . . . . . . . . .24

7.3 Use within body copy . . . . . .25

3.4 How not to apply . . . . . . . . .26

8. Kew sub-brand logos . . . . .27

8.1 Sub-brand logos . . . . . . . . . .27

8.2 Masterbrand versus

sub-brand . . . . . . . . . . . . . . .28

9. Royal Crest andPartnership logos . . . . . . . .29

9.1 Royal Crest . . . . . . . . . . . . . .29

9.2 Relationship of logos

with Royal Crest and WHS . .30

9.3 Millennium Seed Bank

Project . . . . . . . . . . . . . . . . . .31

9.4 Sponsors’ and funding

partners . . . . . . . . . . . . . . . . .32

9.5 Using sponsors’ logos . . . . . .33

9.6 Logo for retail and

licensing . . . . . . . . . . . . . . . .34

10. Colours . . . . . . . . . . . . . . . . . . .35

10.1 Kew’s core and

secondary palettes . . . . . . . .35

10.2 Use of colour on

Kew material . . . . . . . . . . . .36

11. Typography . . . . . . . . . . . . . .42

12. Imagery . . . . . . . . . . . . . . . . . . .43

12.1 Photography . . . . . . . . . . . . .43

12.2 Illustration . . . . . . . . . . . . . .47

13. Composition . . . . . . . . . . . . .49

13.1 Heading and

brand hierarchy . . . . . . . . . .51

13.2 Temporary Signage . . . . . . .55

13.3 Composition with multiple

images, gridded images

and cut outs . . . . . . . . . . . . .56

14. Environmental care . . . . .59

1

1 Introduction

Kew, like all organisations has a visualidentity that represents its values.

These guidelines will help you produceconsistent and effective communicationmaterials for Kew.

As well as providing the details of howelements should be used together, theguidelines should inspire you whendeveloping our brand, establishing usefulparameters without restricting creativity.

If you have any questions or queriesplease speak to the Marketing team on 020 8332 5628 or Media Resources on 020 8332 5777.

2

2 Brand essence At the heart of our identity is our essence, encapsulated in the phrase‘Creating Space to Grow’. This is not only about the Kew organisation, butalso about the people who have contact with it and its work.

Escape. Enrich. Enlighten. Enjoy. These are at the core of what we’re about.We represent the opportunity to escape from everyday worries, enrich themind in a beautiful place, become enlightened about the natural worldand, not least, enjoy ourselves in a unique environment. These are thebenefits that everyone who engages with Kew can hope to experience.

The focus of our identity is on science and conservation. To helpcommunicate this we have created a consumer facing strapline –Plants People Possibilities. It defines what the brand stands for,ensuring consistency and credibility for all our key stakeholdersand acting as an anchor for all communications andactivities around the brand.

3

3 Our values Our brand values are generated from the need to create a strongpersonality for Kew. They define the identity we want and the strengths ofthe organisation that we wish to communicate. In the following pages weshow what these values mean for our brand.

4

3.1 Scientific endeavour

5

The importance of buildingknowledge about plants usingour outstanding botaniccollection and our wealth oftalented people.

It is through our scientific research that we achieve our goals, findsolutions and establish new thinking. Our research focuses mainly on ourcollections of plants, both living and preserved, and scientific literature.Research, documentation and conservation are all based on the collectionsin the Gardens.

3.1 Scientific endeavour

6

3.2 Conservation

7

We are committed to the ongoing support of conservation and sustainableuse of plant resources.

Our unrivalled living collections represent a resource for botanical scienceworldwide, whether for pure scientific purposes or economic potential.

Most importantly, our living collections and our horticultural skills are aninternational resource for the conservation of plant diversity and itsintegration with habitat restoration and species re-introduction.

Working in partnershipto save plants and ensuretheir future.

3.2 Conservation

8

3.3 Beauty

9

The beauty at Kew is all around us every day. It’s important that wecelebrate and promote it in the best way possible and make it accessibleto all. This beauty should be part of everything we produce.

Revealing the beauty anddiversity of Kew and theplant world and making it available to all.

10

3.3 Beauty

3.4 Inspiring learning

11

Opening up and makingavailable our knowledge about the importance of plants in an accessible way.

Our aim is to increase public knowledge and understandingof the value and vital importance of plants. We also need to increaserecognition of, and support for, our work. Our wide-ranging educationprogramme includes everything from public lectures to school packs.

We offer teachers’ packs and schools activities and we provide aprogramme of courses and other activities for professionals, postand undergraduates.

3.4 Inspiring learning

12

4 Branding overview

1. Masterbrand logoThe Kew logo is the mostimportant element of our visualidentity. It must not be re-drawnor altered in any way and hassize and minimum spacerequirements to ensure that it isalways visually recognisable.

2.Wakehurst Place Masterbrand logoKew at Wakehurst is the identity for Wakehurst Place, Kew’s sister site.

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Saving the world’s plants for life

3. Primary straplineKew’s primary strapline is an important way ofsummarising how we want people to viewtheir relationship with Kew. It translates ourmission into a simple, consumer facing line. Itshould always appear with the Kew logo butthere is some flexibility about where it is placedrelative to the main Kew logo to make it easierto read and to add emphasis. These rules areshown in section 6.

4. Causal messageSaving the world’s plants for life is a reallyimportant statement that reminds people thatKew is an active scientific and conservationorganisation. It is important that it does notcompete with Plants People Possibilities as it is not our strapline, but it should be usedwherever we are explaining our science andconservation work or asking people for their financial support. There are rulesexplaining how this is done in section 7.

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Example of one of the sub-brand logos

5. Sub-brand logosThese have been created as some Kewdivisions benefit from clearly communicatingtheir purpose, but still need to be perceived aspart of the Kew family. There are seven whichhave been agreed with the Marketing team.

6. Royal Crest and Partnership logosThere are specific rules when these can andshould be used. See section 9.

The diagrams and schematics on the following pages illustratethe principles of usage.

If you have any queries please contact Media Resources.

Kew Masterbrand logoThis is the most important visualrepresentation of Kew. It is Kew’sleading icon. It is for the wholeorganisation incorporating allsites, projects and companies.Only with consistent andconsidered application, will theKew logo be a powerful asset forthe continued development ofthe brand.

The combination of elements isfixed and should not be altered in anyway. The only exception is ‘Plants People Possibilities’which can be repositioned incertain defined circumstances(see section 6).

Note: there are 2 exceptions tothis which are, Wakehurst Placewhich has a specific derivation ofthe Masterbrand logo to helpexplain its relationship to Kewand the MSB project which has itsown identity.

Clear spaceFor greater visual impact themasterbrand logo should begiven generous clear spacearound it. The masterbrandlogo should never be enclosedin a box or other graphic tomake it stand out. Shown hereis the minimum clear space thatshould surround the logo.

X

0.5X

0.5X

0.5X

0.5X

0.5X

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5 Logo applicationThe Kew identity comprises a family of logos that are used on allcommunication materials. They all have similar characteristics so as toenhance the family feel. There is a hierarchy and logic to how theyshould be used and their relationships with each other.

5.1 Kew Masterbrand

Colour variantsA range of colour variants havebeen created for use. The fullcolour version should always beused wherever possible, afterthat use the most appropriate.For example, if reproducing thelogo for newsprint, use thegreyscale version. If the logoappears on a dark backgrounduse the White out version.

The colours that make up thelogo can be identified within thecore palette illustrated in the‘colour section’.

The logo can only appear asone of the colour variantsshown here.

SizeThe minimum size at which themasterbrand logo shouldappear is 17mm wide.Below this size the straplinemust be removed and replicatedelsewhere, unless previouslyagreed with Media Resources.The absolute minimum size,without the strapline is 13mm.

Full colour One colour Two colour

Solid black White out (of any dark colour)Greyscale

17mm 13mm

5.1 Kew Masterbrand

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5.2 Wakehurst Place Masterbrand

17

Wakehurst PlaceMasterbrand logoThis is the principal logo forWakehurst Place. It is a speciallycrafted logotype based on thetypographic style of the Kew logo.

This not only creates a distinctivemarque, but also reinforces itsconnection with the Kewmasterbrand. Although the logo iscomprised of letters it is still asymbol and should not appearwithin copy.

The combination of elements is fixedand should not be altered in anyway. The only exception is PLANTS PEOPLE POSSIBILITIESwhich can be repositioned in certaindefined circumstances (see section 6).

Clear spaceFor greater visual impact theWakehurst Place logo should begiven generous clear spacearound it. It should never beenclosed in a box, other graphicor text. As mentioned abovethis logo should never appear ascopy within a sentence. Shownhere is the minimum clear spacethat should surround the logo.

Colour variantsA range of colour variants havebeen created for use. The fullcolour version should always beused wherever possible, afterthat use the most appropriate.For example, if reproducing thelogo for newsprint, use thegreyscale version. If the logoappears on a dark backgrounduse the white out version.

The colours that make up the logocan be identified within the corepalette illustrated in section 10.

The logo can only appear asone of the colour variantsshown here.

White out (of any dark colour)

SizeThe illustration to the rightdemonstrates the minimumsize for the logo.

Greyscale / solid black

Master colour

48mm 48mm

X

0.5X

0.5X

0.5X

0.5X

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PLANTS PEOPLE POSSIBILITIESshould always be used with themasterbrand logos. The primarystrapline is as an integral part of the Kew brand.

The Masterbrand with the straplineis the main application of the Kewbrand and should always be used inthis format on print, leaflets,advertising and brochures UNLESSthere is an issue with legibility of thestrapline.

The strapline may be removed from the logo where re-positioningcan improve legibility, increaseemphasis and help communicate the proposition. See the followingguidelines.

6 Primary straplineApplies to Kew Masterbrand and Kew at Wakehurst Masterbrand logos.

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6.1 Improving emphasis and legibility

2. If the strapline is impaired orwould be compromised by itsapplication, for example itemswhich are not always viewed atclose quarters, such as carrierbags, signage and livery, somedigital media or staff uniforms,the strapline can be removedfrom the Masterbrand, butmust be included on the design.

PLANTS PEOPLE POSSIBILITIESshould be applied in a singleline in Mid Green Pantone 370and the cap height should be at least double the size that itwould be when integral to thelogo but no larger than the xheight of the Kew logo type.The strapline should always beorientated horizontally.

There are 2 variations of application ofthe strapline which can be employed.

1. Where there is limited vertical spacefor the Kew masterbrand andstrapline, such as some overheadsignage areas, shelf edges, bookspines for Kew Publishing ormerchandise items such as pencils.

In these situations the strapline can beused alongside the Kew logo with thecap height of PLANTS PEOPLEPOSSIBILITIES equal to the x heightof the Kew logo type and in MidGreen Pantone 370.

If this is not possible it must be agreedwith Media Resources.

X X

Minimum size in relation to Kew logo

Maximum size in relation to Kew logo

2YY

X X

20

6.2 Example of application with increased emphasis

21

6.3 Example of improving legibility

22

7 Causal messageApplies to Kew Masterbrand, Kew at Wakehurst Masterbrand and Kew Sub-brands.

Our causal message Saving theWorld’s plants for life is veryimportant to communicate that Kew undertakes vital science andconservation work as well asbeing a beautiful garden andWorld Heritage Site.

In order to be communicatedeffectively the following guidanceshould be applied:

• It should be used in thefollowing types ofcommunication:

- Where we are talkingabout Kew’s work and usingthe line to summarise why itis important.

- Where we are emphasisingKew as a cause to besupported.

- Where we are askingpeople to make a financialcontribution to Kew inwhatever context. eg within the shops at Kew

• It should always appear incontext and linked to anexplanation or example ofthe work that Kew does. Itshould never appear as a standalone straplinewithout explanation of Kew’swork as this may not makesense to a reader who maynot recognise Kew as a science and conservationorganisation.

• It can be used as a header, asign off at the end of asentence or within aparagraph.

• It can be given added visualemphasis through colour orincreasing the size, up to110% of the surroundingcopy, to draw the eye to it.See examples for guidance.



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7.1 Examples of uses as a headline

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Ut wisi enim ad minim veniam, quisnostrud exerci tation ullamcorper suscipitlobortis nisl ut aliquip ex ea commodo.

01

Saving the

3 – 24 September 2006Opening times 9am – 6pm Mon – Sat

For tickets call 000 0000 0000

An exhibition on Kew's criticalwork in Madagascar

world’s plantsfor life

If appropriate the causal message can beused as a heading where the followingcopy explains how Kew is involved insaving the world's plants for life.

The message can also be used as aheadline - eg. on a poster or front cover.

Despite our reliance on plants, we are at a crisis point.It is thought that 60,000 to 100,000 plant species areunder threat. the root causes of these threats are difficultto control and include human population growth andsocioeconomic factors. Consequently Kew's scientists are involved in a number of initiatives worldwide.Saving the world’s plants for life.

IntroductionLorem ipsum dolor sit amet, consetetursadipscing elitr, sed diam nonumy eirmodtempor invidunt ut labore et doloredgdgmagna aliquyam erat, sed diam voluptua.At vero eos et accusam et justo duoddsaawdolores et ea rebum.





Sanctus est Lorem ipsum dolor sit amet.Lorem ipsum dolor sit amet, consetetursadipscing elitr, sed diam nonumy eirmod.

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7.2 Examples of uses as a sign off

When used in Perpetua on a darkbackground, the message can behighlighted in bold.

25

7.3 Examples of use within body copy

When the body copy is in Frutiger themessage should be highlighted in bold,enlarged by 110 % and picked out inKew Mid Green or another colourappropriate to the design.

IntroductionLorem ipsum dolor sit amet, consetetursadipscing elitr, sed diam nonumyeirmod tempor invidunt ut labore etdoloredgdg magna aliquyam erat, seddiam voluptua. At vero eos et accusam etjusto duoddsaaw dolores et ea rebum.



Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit essemolestie consequat, vel illum dolore eufeugiat nulla facilisis at vero eros et iustoet di se. Despite our reliance on plants,we are at a crisis point. It is thought that60,000 to 100,000 plant species areunder threat. the root causes of thesethreats are difficult to control andinclude human population growth andsocioeconomic factors. That is why Kewis working on a number of initiatives,focussed on saving the world’splants for life.


01

3 – 24 September 2006Opening times 9am – 6pm Mon – Sat

For tickets call 000 0000 0000

Summer


festivalWelcome


to Wakehurst

7.4 Examples of how the causal message should NOT be applied

26

There should be no confusion withthe strapline. It should not be used as sign off at the bottom of a poster.

The causal message should neverappear without relevant copy.

Saving theworld’s plants

for life

8 Kew sub-brands8.1 Logos

Kew has an increasing amount ofcommercial divisions which canbenefit from having their own logosto help simplicity of communication.The sub-brand logos are designed toexplain quickly and simply to thereader what the activity is and that itis provided by Kew.

There are rules for when the KewMasterbrand and the sub-brand logosshould be used are on the followingpage.

note: to be confirmed by Friends and Foundation board

27

This is the current suite ofsub-brand logos. Theseshould not be added towithout consultation withthe Marketing team.

28

8.2 Use of the Masterbrand logo vs sub-brand logosApplies to Kew Masterbrand and Kew at Wakehurst Masterbrand

The Masterbrand is to be usedUNLESS there is a clear commercial orcustomer advantage to using one ofthe sub-brands to helpcommunication. Examples areprovided below, but to a certainextent it will be up to the judgementof the department concerned todecide if it is more important to usethe sub-brand logo forcommunication. As a general rule ofthumb:

• The Masterbrand logo is to beused on all general Kewmaterial. It should be used on allmarketing material andadvertising activities held at Kew.

eg. stationery, leaflets, guides, maps,annual reports, ticketing, advertising,promotions, web site and all materialrelating to festivals such as; Orchids,Chihuly at Kew and specific ticketedactivities available to the generalpublic eg. Summer Swing.

• The sub-brand logos should beused on material specific to thatdivisions activity only.

‘Kew events and ‘Kew publishing’sub-brands should be used on specificmaterial promoting these activities.

‘Kew shopping’ and ‘Kew flavour’should also be used within theirspecific environments on signage andmaterials.

Kew’s portfolio of logos can be endorsed, where fitting, by the Royal Crest.

Clear spaceShown here is the minimumclear space that shouldsurround the Royal Crest. Itshould never be enclosed in abox or another graphic.

The Royal CrestThe Royal Crest helps highlightKew’s connection with itsheritage. It comprises of thesame characteristic letterformsused across the Kew family oflogos. The crest is used as anendorsement to theMasterbrand logos (Kew andWakehurst Place) where there isa requirement to communicate

Kew’s royal heritage or statusbut it should not be used on itsown. If only one logo is usedthen this must be one of theMasterbrand logos. It cannot beused on third partycommunications or web sites.On these occasions write thewords “Royal Botanic Gardens,Kew”

This version can be used onmaterial which is specific toKew Gardens.

X

X

X

X

X

Colour variantsThe Royal Crest should appearin the grey or black only.However on dark backgroundsit should appear in white out.

SizeThere are two versions of theRoyal Crest. The normalminimum size it should appearis 22.5mm. However there isa separate ‘small use’ version,which should only be used inspecific cases, e.g. businesscards.

22.5mm

Solid blackWhite outGrey (four colour or solid)

29

9 Royal Crest and partnership logos 9.1 Royal Crest

9.2 Relationship of logos with the Royal Crest and WHSThe following pages help you understand the basic relationshipsbetween Kew’s portfolio of logos and straplines.

Kew MasterbrandFor all Kew material (with theexception of Wakehurst Placematerial) the masterbrand logoshould always be givenprominence. The Royal Crest isan optional endorsementwhich can appear at thebottom or on the reverse ofmaterials. It should never belarger than the masterbrand.

When the Royal Crest is usedon material which is KewGardens specific the ‘WorldHeritage’ version can be used.

Option A

Option A

Option B Reverse

Option B Reverse

Kew at WakehurstMasterbrandFor all Wakehurst Placematerial the Kew atWakehurst Masterbrandshould be given prominence.The Royal Crest is an optionalendorsement which canappear at the bottom or onthe reverse of materials. Itshould never be larger thanthe masterbrand.

30

31

0.5X

9.3 Millennium Seed Bank Project

The Millennium Seed BankProject has its own logo tocommunicate its individualidentity. It comprises the sametypographic style as the otherlogos within the Kew portfolioto reinforce its connectionwithin the organisation. This iscomprised of its own symboltogether with the letterformsused across other Kew logos.

It should not be used inconjunction with any other Kewlogo, including Kew atWakehurst.

Millennium Seed Bank logo

Clear spaceFor greater visual impact theMillennium Seed Bank Projectlogo should be given generousspace around it. It should neverbe enclosed in a box or othergraphic. Shown here is theminimum clear space thatshould surround the logo.

0.5X

X

0.5X

Colour variantsA range of colour variants havebeen created for use. Wherepossible the full colour versionshould be used. However, ondark backgrounds the white outversion should be used. There isalso a solid black version whichis not illustrated here. Otherthan that exception the logoshould always appear as one ofthe colour variants shown here.

Full colour Two colour One colour

One colour

SizeThe minimum size the MillenniumSeed Bank Project logo shouldappear is 17mm wide.

Greyscale White out (of any colour)

17mm

0.5X

X

X

X

When sponsors and funding partners appear on Kew materialsthere are a set of rules that help determine positions andrelationships of elements.

Millennium Seed BankFunding Partners When using the MSBP logo, itstwo supporting partners’ logosshould always be included asendorsements to the Project. Theyshould always appear horizontallyin the order illustrated.

Millennium Seed Bank funding partners’ logos

9mm

Clear spaceShown here is the minimumclear space that shouldsurround and lie between bothlogos.

Colour variantsThe logos should appear intheir full colour versions wherepossible. If this is not possiblethey should be printed in blackor reversed white out.

SizeThe Millennium Commissionlogo should never be greaterthan the height of the ‘ew’from the MSBP logo. TheWellcome Trust logo will alwayscover 60% the area of theMillennium Commission logo.This proportion should remainconsistent on all materials.

Minimum sizeThe Millennium Commission logo should neverbe less than 9mm high with the height of theWellcome Trust logo remaining proportional.However in certain circumstances, e.g. businesscards, a size that is legible must be used. 32

9.4 Sponsors and funding partners

X

X

33

9.5 Using the logos – Sponsors’ logos

SizeThe lead sponsors’ logo for anevent will represent an area up to70% of Kew’s logo.

Supporting Partners’ logos willrepresent an area up to 50% ofKew’s logo.

In certain circumstances, whenagreed with Foundation, thelead sponsor’s logo can beattached to the festival/eventlogo. Here, the logo can be upto 50% of the festival title.

Option A Option C Option B

Lead sponsor logo Supporting partner logoKew masterbrand logo

Lead sponsor logo attached to festival/event logo

PositioningLeaflets: Lead sponsors will bealigned below the Kewmasterbrand logo andpositioned within the bottomquarter of the panel. Thereforea lead sponsor’s logo couldappear bottom right or left.

Supporting partners’ logos willalways appear either on theinside or back panel of leaflet,again within the bottomquarter.

Posters / one sided items:As with leaflets, lead sponsorswill be aligned below the Kewlogo and positioned within thebottom quarter. Therefore thelead sponsor’s logo will appearbottom right or left.

Other supporting partners willnot appear on one sidedmaterial.

Where design dictates the Kewlogo should go at the bottomof material the lead sponsor’slogo will sit directly below it.

Web Pages: The lead sponsor’slogo will always appear withinthe page banners at the top ofeach relevant page.

For each festival / event micrositethere will always be a supportingpartners’ page which will includeall sponsors. Each sponsor willbe entitled to display a logo /image(s) with up to 200 wordsof copy and link to their pages.

Option A – lead sponsor Option B – lead sponsor Reverse/inside – supporting partner

70% area 50% area

34

9.6 Logos for retail and licensingAll items for resale have a unique set of logos and rules. See Media Resources for details.

MerchandisingThe merchandising logosconsist of the same letterformsused across Kew’s family oflogos.

35

10 Colours

10.1 Kew's core and secondary palettesBelow is Kew's full palette. Whilst the three greens form the corepalette, the secondary palette colours should be considered as part of

the visual language to complement the design and as accent colours inaddition to green (see examples to follow).

Colour is an exceptionally strong visual cue as to what a brand is about.Kew has deliberately chosen green to represent its natural heritage andwe should be ensuring this is reflected throughout our communications.There are three greens within the core palette.

Our secondary colour palette is used to compliment and add interest to our core palette. Examples of how to apply both are shown on thenext few pages. The core and secondary palette colours apply to Kew,Kew at Wakehurst and Kew sub-branded materials.

Core greensThe Kew mid green in its solidstate should be the prominentgreen across all front linepromotional materials eg.posters, leaflet covers, etc, unlessthe photography used has aprominence of green whichapproximates the mid green.

The light and dark green, as wellas secondary colours can beused as accents to the above.See examples later in thesection.

Pantone 202C-0 M-100 Y-60 K-52

# 99 00 00

Pantone 2602C-72 M-98 Y-0 K-0

# 66 00 99

Pantone 3258C-56 M-0 Y-34 K-0

# 33 CC CC

Pantone 618C-0 M-3 Y-80 K-35

# 99 99 33

Pantone 130C-0 M-37 Y-100 K-0

# FF 99 00

Pantone 153C-0 M-62 Y-90 K-15

# CC 66 00

Kew Grey

Pantone 432C-23 M-0 Y-0 K-79

# 33 33 33

Pantone 5865C-2 M-0 Y-32 K-15

# CC CC 99

Pantone 279C-63 M-36 Y-0 K-0

# 33 99 CC

20%, 40% and 60% tints of all the Kew colours can be used.

When checking matching colours, please refer to a Pantone colour guide.

Secondary Palette

Kew Dark Green

Pantone 7483C-85 M-0 Y-100 K-55

# 33 66 33

Kew Mid Green

Pantone 370C-60 M-0 Y-100 K-27

# 66 99 00

Kew Light Green

Pantone 376C-56 M-0 Y-100 K-0

# 99 CC 00

10.2 Use of colour on Kew material

Use of Kew greensThe Kew mid green along with the dark and light greens should bethe key-predominant colours on any design, especially on frontcovers.

Consideration should be given to all the graphic, photographic andtypographic opportunities to create the predominance of green as akey element of the Kew visual style. Using photography, images canbe enhanced to increase the impact of green. The followingexamples help to demonstrate these options.

Full bleed examples where images are predominantly green

36

Use of Kew greensWhere there is less green in the image, then text can be applied ingreen to increase the predominance of green.

Discover KewGardensAugust – September 2006

Examples of minimal use of green


37

Discover Kew Gardens

August – September 2006

Discover Kew GardensAugust – September 2006

Discover Kew GardensAugust – September 2006

Use of Kew greensGreen panel at the bottom or the colour in the image changedto green in Photoshop, to increase amount of green in layout

Green panel at the bottom Photoshop image to increase amount of green

38


Use of colour in advertising For external advertising only the Kew

colour palette should be considered

first, however if the design concept

fundamentally supports an alternative

colour this can be considered. See

following examples.

ChristmasSparkle

at Kew Gardens26 November 2005 – 2 January 2006

This winter at Kew;

• It is your last chance to see the stunning Gardens of Glass: Chihuly at Kew exhibition,supported by GlaxoSmithKline

• Enjoy skating on London’s largest rink

• Visit Santa in his ice grotto

• Take a jaunt across the Gardens in a horse and carriage


39

40


2006-2007

Welcome to the Kew Foundation

Use of secondary palette colours The secondary palette colours can be used within the composition,

particularly for non-front cover design. For front covers green should

remain the predominant colour supported by the Kew secondary

palette colours. See following examples.

Green panel at the top with the addition of purple in the image to provide a secondaryaccent colour.

Large amount of green in image providespredominance of core green with headlinetype as secondary accent in purple.

Image is mostly green therefore a panelof pantone 153 is used to introduce asecondary accent colour.

Welcometo the Kew Foundation

Welcometo the Kew Foundation

2006-2007 2006

A community educationproject to celebrate thebuilt heritage of Kew andHistoric Royal Palaces

TheTemple of the Imagination

Example of current materialKew greens should be the predominantcolours under the guidelines. Please also referto section 14 – application of cut outs.


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Note: Where material is produced for joint projectsconsideration should be given to where thematerial will be appearing. If the material ispredominantly on the Kew Gardens site thenideally it should be led by the Kew colour palette.

Discover Kew Gardens

August – September

Use of Kew greensGreen panel at the top or bottom can be used to increaseamount of green in layout

Green panel at the top

Perpetua and Frutiger are the two typefaces tobe used for all Kew material (with theexception of design specifically for children,when Sassoon is used)

The general principle for Kew’s typography isto consider both balance and contrast in alldesigns. The modern, classic, sans serifcharacter of Frutiger – providing a clean, freshlook to help communicate the ‘new Kew’, theunexpected contemporary attractions at Kewbalanced with the traditional, elegant, classic,serif typeface of Perpetua.

HeadingsThe default typeface for headings is Perpetua.

Body copyFrutiger should be used for all body copy.

Perpetua can be used for larger sizes of copyor where a more elegant, classic look and feelis desired.

SassoonSpecially designed for children, Sassoon is alively, fun typeface that retains a high level oflegibility. It should be used for both titles andbody copy on children’s materials.

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All materials produced by Kew should use a consistent set oftypefaces, Kew has three.

If you have any queries please contact Media Resources.

Title

bodycopy

children

11 Typography

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One or more of the following threeprinciples Natural, Inspiring andDynamic should to apply to all Kewphotography.

1. Natural – not staged, uncontrived,not posed, ordinary people

2. Inspiring – activities, engaging, tellinga story, capturing a moment, drawingyou in

3. Dynamic – fresh perspective, wellcropped, leads the eye, depth of field,visually layered, rich and vivid

Kew’s photography is divided into afurther three subject categories –Theatre, Essay and Detail. These arecovered in detail on the following pages.

Sub-brand differentiationShould any of the Kew divisions have aparticular requirement for photographywhich is considered to be beyond thisgeneral photography guidance, this canbe incorporated into a specificphotography brief, for discussion withMarketing.

12 ImageryImagery is very powerful in communicating a brand personality. It isimportant to pick a style of both photography and illustration whichcaptures they way we would like Kew to be conveyed. The following

guidelines should be used by anyone commissioning or takingphotography for use in Kew communications.

12.1 Photography

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12.1 Photography The following examples have been chosen to represent the three areas,Theatre, Essay and Detail. Each image can be checked against the keyword descriptions on the previous page.

Theatre

Scale and beauty

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12.1 Photography

Essay

Natural, engaging with a human aspect,interaction discovery and enjoyment.

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12.1 Photography

Detail

Close-up, intrigue and beauty that peopleexperience – shape, colours and texture of thenatural world

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Concept• Inspiring• Idea based• Surprising

Graphic• Technical• Simple• Flat colours

We have selected five styles of illustrationas a guidance for selecting Illustrators forKew projects.

12.2 Illustration

Representative• Sketchy• Artistic• Spontaneous

Natural• Crafted• Classical• Soft

Botanical• Technical• Illustrative• Detailed

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12.2 Illustration

Hospitality and entertaining

2006

Kew events branding leads descriptive heading

With the exception of corporate stationery, the Kew logosshould be positioned top left or bottom right, with the mainheading type in the opposite corner. Generally the logo will leadand is positioned top left. However, if the headline/proposition isconsidered to be the lead message, i.e. the reading hierarchy isheading first, followed by logo; the logo can be positionedbottom right. For example ‘Get together at Kew, with Kewevents as an endorsement bottom right (i.e. as for theadvertising led Festival promotion material).

The exception to the above primary applications are:

• Where image restricts or defines the position of the text andlogos.

13 Composition-putting it all together13.1 Heading and brand hierarchyApplies to Kew Masterbrands and Kew Sub brands.

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Call to action/sales proposition leads, endorsed by Kew events logo.

Get togetherat Kew

2006

50

Position of Kew Masterbrand logoon promotional material for festivaland activities

The Kew logo should be positioned in the bottom righthand corner of a layout on material relating to festivals andspecific ticketed activities available to the general public eg.Summer Swing.

In these examples the name of the activity/festival or thecampaign title is the primary message. On DL leaflets, thismessage should always include the word Kew, eg. SummerSwing at Kew.

Visit www.kew.org for details

ChristmasSparkle

at Kew Gardens26 November 2005 – 2 January 2006

This winter at Kew;

• It is your last chance to see the stunning Gardens of Glass: Chihuly at Kew exhibition,supported by GlaxoSmithKline

• Enjoy skating on London’s largest rink

• Visit Santa in his ice grotto

• Take a jaunt across the Gardens in a horse and carriage

13.1 Heading and branding hierarchy

Inspiring ArtA vivid display of 250,000 orchids and theirinfluence on art and design at Kew Gardensfrom 4 February to 5 March 2006.

Visit www.kew.org for more details or call 020 8332 5655

‘The Sun’ – 13ft high – 1000 glass pieces – one of25 displays from Dale Chihuly’s stunning glassexhibition throughout Kew Gardens

28 May 2005 – 15 January 2006


Examples of hierarchy on advertising material

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Note: examples shown are external advertisingtherefore not led by green colour palette.


On general material, such as front coversfor leaflets and brochures where theKew at Wakehurst is the primarymessage in terms of reading hierarchy,the Kew at Wakehurst Masterbrandlogo should be centred at the top withthe title of the document at a secondaryor lower level.

On other material where the Kew atWakehurst Masterbrand logo is appliedas a secondary endorsement, the logocan either be centred or ranged to theright or left at the bottom. (Seeexamples)

Position of Kew at WakehurstMasterbrand logo

Welcome

Kew’s CountryGarden

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When creating a 48 sheet ad for Kew, it is very important that thelogo is visible from a distance and must be seen by drivers as theypass by. Branding should be reiterated in the messaging of theadvert using ‘Kew Gardens’ in the copy.

Text on 48 sheet ads should be kept to a minimum (around eightwords) to enable the message to be read.

Kew full colour logoWhen using the full colourversion of the Kew logo, theplacement positions to use arethe bottom right hand corner orthe top left corner of the ad.

The full colour logo shouldappear on a white backgroundand be sized at a minimum of450mm wide on a 48 sheet ad(8% of total length - 6096mm).

Reversed Kew logoWhen using a reversed outlogo the size should be aminimum of 600mm wide ona 48 sheet ad (10% of totallength - 6096mm).

Again, ‘Kew Gardens’ shouldappear in the copy to aid Kewbranding.

450mm

600mm

Use of Masterbrand logo on 48 sheet ads

Examples of Kew at Wakehurst logo


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13.2 Temporary SignageApplies to Kew and Wakehurst Place

Falling within the composition and typography rules

a template has been designed to be used for all

temporary signage at Kew and Wakehurst Place.

A green Kew swish can be

used to separate different

messages

Pantone5865

Kew Dark Green

Kew Mid Green

Kew Light Green

Main headingMessage

Main headingMessage

Main headingMessage

Main headingMessage

Main headingMessage

Main headingMessage

Colours

Layout

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Sho

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refreshm

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Discover KewAugust – September 2006

13.3 Composition with multiple images,gridded images and cut outs

Where the image lends itself,cut-outs should beencouraged. They should beused against a whitebackground, not green.On front covers, cut-outsshould be dynamically croppedand balanced with type andlogos. Inside brochures orleaflets they should break outof the grid to add variety andscale to a layout.

01

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Application of cut outs

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13.3 Composition with multiple images-gridded images and cut outs

Application of boxed imagesWhere an idea or subject cannot be summarised by

a single image, multiple images can be used to add

variety or demonstrate breadth.

Images to be applied as multiple images should be

carefully considered to ensure they are clearly legible.

Avoid the use of broad landscape shots and distant

images of people.

Only use clear close up shots eg. details of plants

and people.

Contrasting images should be used in a grid buttedagainst each other or with a fine white keylineborders but NOT as separate boxed images.

A festival of colourVisit Kew Gardens this autumnDo NOT use boxed images.

Do NOT use cut outs on greenbackground. Cut outs should only be usedagainst white background.

Do NOT use separate boxed images.Multiple images should be positionedtogether, butted against each other,possibly with a fine white keyline

13.3 Composition with multiple images-griddedimages and cut outs

Example of how guidelineswould affect old material

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14 Environmental care

Please follow theserecommendations:• Paper should to be as close to

100% recycled as possible ·

• The minimum requirementshould be not less than 50%recycled and 50% frommanaged forests and FSCaccredited

Print companies should usesome or all of theseprocesses:

• Computer-to-plate origination

• Waterless press capacity

• Alcohol-free printing process

• Inks should be vegetablebased

• Where possible the finishshould be uncoated

Print companies should haveaccreditation in one or moreor the following and locallybased printers are preferable:·

• FSC, Carbon neutral status

• ISO 14001

• EMAS (European Eco-management & AuditScheme)

• WPA (Waterless PrintingAssociation)

All printed material should be produced using environmentally friendlymethods as much as possible. We aim to use recycled and wherepossible, uncoated paper, and work with print companies who havesuitable environmental accreditation. Designs should be created

specifically to look good on recycled, uncoated paper, while print runsand locality of print companies should also be considered to reduce thecarbon foot print.

kew brand guidelines

Documents