Brand identity guidelines

Transcription

1 Brand identity guidelines For Member Networks, September 2013

2 Introduction The Royal Society of Chemistry is the world s leading chemistry community, advancing excellence in the chemical sciences. We re the oldest chemical society in the world and we re ambitious for our future. We want to be seen as the leading voice and trusted partner for science and humanity. From bringing chemical scientists together, to promoting and sharing knowledge of the highest quality, what we do is really important. So we need to communicate it. This is why brand and identity is so vital. These guidelines contain everything you need to know to help the Royal Society of Chemistry make an impact. They explain the ideas at the heart of our brand, and show how to use our logo, choose imagery and create our tone of voice so that we properly reflect the dynamic nature of our work. With our worldwide network, our successful knowledge business and a truly international vision, we already have an excellent reputation. By using our brand to best effect, we ll ensure we always look and sound like the world s leading chemistry community.

3 How we describe ourselves The Royal Society of Chemistry in a sentence for sign-offs and other general uses The Royal Society of Chemistry is the world s leading chemistry community, advancing excellence in the chemical sciences. (17 words) The Royal Society of Chemistry in a short paragraph to be used as an introduction to the organisation The Royal Society of Chemistry is the world s leading chemistry community, advancing excellence in the chemical sciences. With 48,000 members and a knowledge business that spans the globe, we are the UK s professional body for chemical scientists; a not-for-profit organisation with 170 years of history and an international vision for the future. We promote, support and celebrate chemistry. We work to shape the future of the chemical sciences for the benefit of science and humanity. (75 words) The Royal Society of Chemistry in a longer description tailor as needed for different audiences The Royal Society of Chemistry is the world s leading chemistry community, advancing excellence in the chemical sciences. With over 48,000 members and a knowledge business that spans the globe, we are the UK s professional body for chemical scientists, supporting and representing our members and bringing together chemical scientists from all over the world. A not-for-profit organisation with a heritage that spans 170 years, we have an ambitious international vision for the future. Around the world, we invest in educating future generations of scientists. We raise and maintain standards. We partner with industry and academia, promoting collaboration and innovation. We advise governments on policy. And we promote the talent, information and ideas that lead to great advances in science. In a complex and changing world, chemistry and the chemical sciences are essential. They are vital in our everyday lives and will be vital in helping the world respond to some of its biggest challenges. We re working to shape the future of the chemical sciences for the benefit of science and humanity. (170 words)

4 Our brand What we do Advance excellence in the chemical sciences Who we are The world s leading chemistry community Why we do it To shape the future of the chemical sciences for the benefit of science and humanity What drives us Bringing chemical scientists together; promoting and sharing knowledge and ideas How we do it Connecting the world with the chemical sciences Our style Integrity Dynamic Excellence Accessible

5 Logo Our logo reflects the dynamic creativity of chemistry. It s about diversity, collaboration and community, becoming stronger as it builds and overlaps. Use it proudly. We spell out our full name: Royal Society of Chemistry. This gives clarity about who we are and helps us reach new and international audiences. Always reproduce the logo from the supplied artwork. It should not be recreated under any circumstances. It s available from design@rsc.org in the following formats. EPS/AI This version works for all professional design software like InDesign, Illustrator and Photoshop. JPEG This is compatible for all Microsoft software, such as Word and PowerPoint. PNG Use this format for s and online. VIDEO OR ANIMATION Use PNG or JPEG. PNG is preferred, since it features alpha-transparency.

6 Logo placement Logo placement Minimum size 10mm (80 pixels) in height Consistency in the size of our logo, how it s used and where it s placed are important to ensure we increase our impact. Placement Our logo is designed to occupy any of the four corners of page, screen or environment. Minimum size The recommended minimum logo size is 10mm (80 pixels) high. Recommended logo sizes A3 - logo height 52mm A4 - logo height 37mm A5 - logo height 26mm A6 - logo height 18mm DL - logo height 26mm 210 x 210mm - logo height 26mm Non-standard logo sizes If non-standard sized materials are required, the size can be adjusted using this simple rule: size the height of the logo to 12.5% of the longest dimension of the document (round down to omit decimals).

7 Exclusion zone Exclusion zones by format A6-5mm A5-8mm DL - 8mm 210 x 210mm - 8mm A4-10mm Exclusion zone A3-15mm Our logo is protected by an exclusion zone. This ensures maximum visibility and impact. The exclusion zone is calculated by the width of the C in the graphic. A3 - exclusion zone 15mm A4 - exclusion zone 10mm A5 - exclusion zone 8mm A6 - exclusion zone 5mm DL - exclusion zone 8mm 210 x 210mm - exclusion zone 8mm The exclusion zone can be used as a guide to align our logo from the page or screen.

8 Logo partnerships s (Royal Society of Chemistry as the lead organisation) 50:50 partnerships We often work in partnership with other organisations. When negotiating these partnerships we need to visually establish our relationship. s Where the Royal Society of Chemistry is the lead organisation, our logo should have the stronger visual presence. This hierarchy also applies to accreditation marks ie The Queen s Award for Enterprise emblem. s (50:50) Both logos should have equal presence. Sometimes we work with more than one partner. Their logo will need to be spaced equally next to other organisations logos with the most important partner appearing first. Partner logos can be placed at the top or the base of the front, back or inside cover of a document (depending on the agreement and the design). If using logos on images the background must be clear with excellent contrast and visibility. Logos can align with the base of our graphic mark or our name but this will be dependant on the structure of the individual logos. Our logo on other organisations materials Our logo should still appear in a prominent position and size. Always ensure our brand guidelines are followed and the correct logo artwork format is supplied.

9 Dos and don ts Use only the supplied colourways Do not use the logo with gradients Do not stack the graphic and text Do not add effects to the logo Keep the logo in proportion Do not split the logo elements Avoid changing the relationship between text and graphic Do not use other typefaces Do not use backgrounds that will affect the logo s clarity Do not centre the logo elements Do not flip the logo elements The logo should never have a shadow Do not rotate the logo Improper use of the Royal Society of Chemistry logo reflects negatively on the brand. Our logo can sit on a patterned background, gradient or image but care should be taken to ensure that the logo s clarity and accessibility is maintained.

10 Colour palette Core colours Pantone 5405 C68 M35 Y17 K40 R79 G117 B139 Hex 4F758B Pantone 604 C5 M0 Y94 K0 R234 G218 B36 Hex EADA24 Pantone 5503 C39 M2 Y14 K10 R148 G183 B187 Hex 94B7BB Pantone 7534 C5 M5 Y15 K8 R209 G204 B189 Hex D1CCBD Dark Vibrant/warm Dark Vibrant/warm Dark Vibrant/warm Pantone 512 C53 M99 Y3 K18 R131 G49 B119 Hex Pantone 252 C27 M67 Y0 K0 R201 G100 B207 Hex C964CF Pantone 321 C96 M3 Y35 K12 R0 G140 B149 Hex 008C95 Pantone 5503 C39 M2 Y14 K10 R148 G183 B187 Hex 94B7BB Pantone 5405 C68 M35 Y17 K40 R79 G117 B139 Hex 4F758B Pantone 551 C35 M3 Y8 K7 R163 G199 B210 Hex A3C7D2 Pantone 718 C0 M74 Y100 K8 R190 G77 B0 Hex BE4D00 Pantone 7409 C0 M31 Y100 K0 R240 G179 B35 Hex F0B323 Pantone 369 C68 M0 Y100 K0 R100 G167 B11 Hex 64A70B Pantone 381 C25 M0 Y98 K0 R206 G220 B0 Hex CEDC00 Pantone 307 C100 M22 Y2 K18 R0 G107 B166 Hex 006BA6 Pantone 2985 C60 M0 Y3 K0 R91 G194 B231 Hex 5BC2E7 Pantone 110 C2 M22 Y100 K8 R218 G170 B0 Hex DAAA00 Pantone 604 C5 M0 Y94 K0 R234 G218 B36 Hex EADA24 Pantone 221 C9 M100 Y26 K38 R145 G0 B72 Hex Pantone 213 C0 M92 Y18 K0 R227 G28 B121 Hex E31C79 Pantone 445 C52 M23 Y30 K74 R80 G87 B89 Hex Pantone 7534 C5 M5 Y15 K8 R209 G204 B189 Hex D1CCBD Our core colours are dark blue (Pantone 5405), yellow (Pantone 604), light teal (Pantone 5503) and warm grey (Pantone 7534). Use them prominently to help make our message stand out from the crowd. Above you can see the additional 14 colours we use to support our core colours. You can use them to add variety, signpost key information and colour code communications. You can use each colour in a complementary pair with dark and vibrant/warm tones as illustrated above or create your own complementary colour combinations from our palette. Less is more when it comes to colour. Always make sure your chosen colour combinations are balanced and work in harmony with each other. For on-screen and web applications refer to the RGB or Hex values.

11 Thomas Graham House Science Park, Milton Road Cambridge CB4 0WF, UK T +44 (0) Burlington House Piccadilly, London W1J 0BA, UK T +44 (0) International Offices São Paulo, Brazil Beijing, China Shanghai, China Bangalore, India Tokyo, Japan Philadelphia, USA Registered charity number: Royal Society of Chemistry 2013