BRAND GUIDELINES A guide to our brand and visual identity

First Edition, December 2014.

BRAND GUIDELINES - LOGOTYPE

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LOGOTYPE

OUR LOGO

The Backwell School Radio logo is the cornerstone of our

identity. It is our signature: the mark that signals the

station’s ownership of a service or message.

It needs to be used consistently and correctly.

The following pages explain more about using our logo.

Please take time to understand how it is applied so it will

always appear consistent across all media and

communications.

It must always be reproduced from the master artwork.

Different artworks have been created for different

applications; these can be obtained by contacting the

station manager or the person responsible for you.

BRAND GUIDELINES - LOGOTYPE

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USAGE

This is our primary logo.

This is also the preferred version: Radio Orange and Grey on a white (see figure 1a) or Radio Mercury (see figure 1b)

background.

The logo must always be two colours only. Generally this will be in Radio Orange and Grey. These have to be the 100%

colours and not a shade.

Fig. 1a Fig. 1b

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MINUMUM SIZE

The logotype should never be too small to read.

We’ve set a minimum size of 15 mm.

EXCLUSION ZONE

We’ve defined an exclusion zone that prevents other graphic elements

interfering with the Backwell School Radio logo. The minimum exclusion zone is

defined by the height of the ‘W’ character. There are no exceptions to this rule.

BRAND GUIDELINES - LOGOTYPE

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EXCEPTIONAL LOGO

There is an alternative logo (see figure 1) for

exceptional circumstances; where the standard

logo would not appropriately fit.

It has been designed for uses such as the title of a

webpage. The standard square logo would obviously

not work in such an environment. This should be used

sparingly and as a last resort only.

POSITIONING

Wherever possible, position the logo in the top right hand or bottom left hand corner

of documents (see figures 2a and 2b). This may not always be possible; please

take care to create well balanced and considered

compositions.

Always follow the exclusion zone rule when positioning

the station logo around the edges of a page or when

you are combining it with other graphic elements.

Fig. 2a

Fig. 2b

Fig. 1

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COLOURS

Although our logo

will generally be a

solid colour on a

white background,

we have created a

negative version of

both logo’s

(inverted) for when

this is not possible.

BRAND GUIDELINES - LOGOTYPE

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SPONSORSHIP

On occasion, station projects will be sponsored or produced in

partnership. It is important to remember that it is first and foremost

station material and our logo must always be more prominent, as in

the example opposite.

Understandably it is important to adhere to the sponsor’s guidelines;

however, it should not overshadow our brand.

If there are several organisations contributing to a publication or flyer

we recommend the sponsorship logos appear on the back cover. Too

many logos can make the cover look busy and may distract the

reader from the title.

Left

An example of how to use a supporting logo.

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DON’TS

To help we’ve highlighted some things that should never be done to our logo.

1. Do not use the old

‘project’ logo.

2. Do not recreate the

logo in other colours.

3. Do not use the

inverted logo on a

light background.

4. Do not use the

standard logo on a dark

background.

5. Do not stretch the

logo.

6. Do not rotate the

logo.

7. Do not place

another logo within

the exclusion zone.

4. Do not place a graphic

element within the

exclusion zone

BRAND GUIDELINES - COLOUR

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COLOUR

There is one core station colour for our communications and a palette of four secondary colours. Colours should always

be used at 100% and not as tints.

PRIMARY COLOUR SECONDARY COLOURS

C 0 C 0 C 0 C 100 C 70

M 61 M 0 M 0 M 39 M 50

Y 100 Y 0 Y 0 Y 0 Y 30

K 0 K 91 K 9 K 0 K 100

R 255 R 24 R 231 R 0 R 0

G 100 G 24 G 231 G 155 G 0

B 0 B 24 B 231 B 255 B 0

H 24 H 0 H 0 H 204 H 0

S 100 S 0 S 0 S 100 S 0

V 100 V 9 V 91 V 100 V 0

Ra

dio

Ora

ng

e

#FF6400

Ra

dio

Gre

y

#18181

8

Ra

dio

Me

rcu

ry

#E7E7E7

Ra

dio

Blu

e

#009B

FF

Ra

dio

Bla

ck

#009B

FF

BRAND GUIDELINES - COLOUR

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USAGE

There are generally two forms of literature. These are external facing (normally publicity and recruitment) and internal

facing for team members. The overall look and feel for all materials should be clean and have good use of white space

and typography throughout. Although there is no strict restriction of colour usage, please consider the preferred use of

our strong primary and secondary colour palette.

While external communication undoubtedly must use stricter guidelines to ensure a strong trustworthy brand is always

presented, internal communication is almost as important.

BRAND GUIDELINES - NOTES

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TYPOGRAPHY

THE TYPEFACES

Typography is a crucial element of the visual identity. Using our brand typefaces consistently makes the station highly

recognisable, both within and outside the school. It pulls together all of our communications and makes them more

distinctive.

Century Gothic is the station’s primary typeface; it should be used for all titles and headings as well as, in most

circumstances, body text.

The station’s secondary typeface is Helevtica, this should be used when Century Gothic either isn’t available or seems

inappropriate to use. If you don’t have a copy of either family please use Arial.

For web body text please use Century Gothic.

CENTURY GOTHIC

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

HELVETICA

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

BRAND GUIDELINES - NOTES

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TITLES

Use Century Gothic UPPERCASE at a size of 4.16 x body text (eg. if body text is 12 then title should be in 50). There are no

specific tracking kerning or leading values. Please always refer to other projects to maintain consistency. Titles should

not usually have punctuation, however if necessary may be used.

SUB TITLES

Use Century Gothic UPPERCASE at a size of 2.5 x body text (eg. if body text is 12 then title should be in 30). As above

there are no specific requirements, but other projects should be referred to for consistency.

SECTION HEADER/ SUB-HEADERS

Use Century Gothic UPPERCASE at a size of 1.66 x body text for headers and 1.25 for sub-headers.

BODY

Always use upper/lowercase for body text; CAPS should only be used for titles, sub titles and section headers.

LAYOUTS

Layouts should be clean and simple. To achieve this you should avoid combining too many sizes of text. Layouts should

use simple grids. There are no set rules to allow the look and feel to develop but please always refer to other resources

to maintain consistency.

Do not clutter the layout with too many elements. Avoid combining too many sizes of text.

Do not use long, wide columns of text.

Please use other non-brand fonts sparingly. They should be sympathetic to the Century Gothic and Helvetica fonts.

BRAND GUIDELINES - NOTES

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NOTES

COPYRIGHT AND LICENSING

This book and all of the content held within is copyright © Backwell School Radio, 2014.

Any commercial use of Backwell School Radio’s copyrights by a business or non-member of the station need to be

formally approved in writing by Backwell School Radio in advance of production. If this is the kind of permission you

require, please email communications@backwellschoolradio.co.uk

Backwell School Radio is a division of Backwell School, registered company number 07545681.

INFORMATION

This is the first edition of this guide, December 2014.

It was written by Edward Callow, Station Manager.