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NC3Rs Brand Guidelines Our brand

Identity overview 1

Brand
01 Our brand
Guidelines
This section gives you a quick-reference
overview of the elements that make up our brand
identity.

Issue #2 Spring 2018


NC3Rs Brand Guidelines 2

Introduction

A strong brand is one of our most powerful assets. It captures


our spirit and unifies our organisation while presenting a consistent
and compelling message about who we are and what we stand for.
Our visual identity brings our brand to life and creates a distinctive
look and feel, making us instantly recognisable.

These guidelines define the core elements of our identity system and
establish the basic principles of its application. They aren’t designed
to restrict or inhibit creativity, but to provide a foundation to help us
produce engaging and coherent communications.

Vicky Robinson
Chief Executive
NC3Rs Brand Guidelines Our brand Identity overview 3

Identity
overview
These core elements are the Values:
building blocks of our brand
identity. By applying them
correctly, we can ensure
Collaboration
that our communications
are consistent and clear. Impartiality
Honesty
Innovation Brandmark page 11

Ethics
Openness
Brand values page 06 Brand pledge page 16

Personality:
Scientific but accessible
Authoritative and trusted
CRACK IT wordmark page 47

Pioneering and dynamic


Nurturing and inspirational
Personality page 07
NC3Rs Brand Guidelines Our brand Identity overview 4

Identity
overview
These core elements are the
building blocks of our brand
identity. By applying them
correctly, we can ensure
that our communications
are consistent and clear.

Colour palette Photography

NC3Rs
Lexia Light Regular Italic

Aktiv Grotesk
Regular Bold

Arial
Regular Italic Bold

Typography Icons
NC3Rs Brand Guidelines Visual identity 5

02 Visual identity

Our identity system has a number of core


elements that have been specially created for
NC3Rs. By applying these elements correctly,
we can ensure that our communications are
coherent, clear and instantly recognisable.
NC3Rs Brand Guidelines Visual identity Brandmark 6

Brandmark

Our brandmark is the single, Usage


strongest signifier of who Do not create
we are and a guarantee of alternative brandmark
the quality and service that lock-ups.
we provide, so we need to
ensure we use it carefully.

The brandmark should be


applied to all internal and
external communications.

The brandmark is a fixed


artwork and must never
be altered. It should only
be reproduced from the
supplied digital artwork.

Formats available:
EPS
JPEG
PNG
NC3Rs Brand Guidelines Visual identity Brandmark 7

Brandmark
exclusion zone
To ensure legibility and to Please note
protect the integrity of the The brandmark must
brandmark, it should always always appear legibly on
be surrounded by an area a clear background. Care
of clear space. should be taken to ensure
that there is enough
The exclusion zone is contrast between the
defined as the ‘R’ of the background and
brandmark square on the brandmark.
all sides.
JPEG brandmark files have
These are minimum clear the exclusion zone built into
areas – where possible, them to aid application.
allow more space.
NC3Rs Brand Guidelines Visual identity Brandmark 8

Brandmark
colour options
Ultramarine version Please note
This is the preferred version Only reproduce the
of our brandmark and brandmark from the
should be applied when supplied digital artwork.
the background colour Never alter the existing
is white or light in tone. artwork files.

Black version The white version uses


For use when the logo is knocked-out text and
reproduced in a black and therefore adopts the
white environment. background colour for
the typography within
White version the brandmark square.
For use on coloured or dark
photographic backgrounds.
NC3Rs Brand Guidelines Visual identity Brandmark 9

Brandmark
do’s and don’ts
The brandmark is a fixed 1. 2.
artwork and must never
be altered. Here are a few
examples of what not to do
with the NC3Rs brandmark.
Always ensure you only use
the artwork supplied.

Do not:

1. Reposition the logo


elements or re-create
the brandmark
2. Alter the colourways 3. 4.
3. Stretch, rotate or distort
4. Use the blue brandmark
on brightly coloured
backgrounds
5. Use the black brandmark
on dark coloured
backgrounds
6. Use the white brandmark
on light coloured
backgrounds

5. 6.
NC3Rs Brand Guidelines Visual identity Brandmark 10

Brandmark A0

sizing
To enhance and support the Usage
integrity and consistency of Do not apply the brandmark
the brand, always reproduce below the minimum size of
the brandmark in the 10mm high.
correct size and colour.

If your communication
piece is produced at an A1
ISO standard size, please
use the following brandmark
measurements in the
table below:
Extreme cases
Size Height Width Below 10mm high the
brandmark square
DL 15mm 45mm should be used in
A6 15mm 45mm A2 isolation (e.g. avatars).
A5 15mm 45mm
A4 21mm 63mm
A3 30mm 90mm
A2 42mm 126mm
A1 60mm 180mm A3
A0 85mm 256mm

A4

A5 DL

A6
NC3Rs Brand Guidelines Visual identity Colour palette 11

Colour palette

Our colour palette


consists of primary and Carbon Ultramarine Cobalt Iodine Crimson Viridian Chromium Cadmium Saffron
secondary colours. Grey Blue Blue Purple Red Green Green Orange Yellow

When reproduced on CMYK CMYK CMYK CMYK CMYK CMYK CMYK CMYK CMYK
10/10/10/85 100/18/0/12 54/10/0/6 68/100/45/0 28/100/50/11 84/25/50/4 55/12/87/0 0/82/94/2 0/30/100/0
different substrates (e.g.
paper, plastic or metal)
RGB RGB RGB RGB RGB RGB RGB RGB RGB
variations in colour will 69/68/67 0/128/190 99/177/220 100/45/92 146/31/76 74/135/131 146/173/79 207/69/32 234/170/0
occur where the ink or paint
reacts with the background Web Web Web Web Web Web Web Web Web
surface it is being applied to. #444342 #0080BE #63B1DC #642D5C #921F4C #4A8783 #92AD4F #CF4520 #EAAA00

To minimise this and to Pantone®


ensure the best possible Process Blue

match at all times, all inks,


paints etc. should be colour
matched to the values
specified in these swatches.

Please note
Tertiary colours are only
to be used for charts and
graphs when the secondary
palette needs expanding.

Correct colour values


should be specified
for the relevant
production process.

Type Primary Secondary Tertiary


NC3Rs Brand Guidelines Questions 12

Questions?

If you have any questions regarding these guidelines or


would like to request digital artwork, please contact:

Emma Stokes
Website & Design Manager

emma.stokes@nc3rs.org.uk

National Centre for the Replacement,


Refinement and Reduction of Animal in Research

Gibbs Building
215 Euston Road
London NW1 2BE

T +44 (0)20 7611 2233

www.nc3rs.org.uk