E-ACT Brand Guidelines

E-ACT Brand GuidelinesAugust 2013

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Brand Guidelines

August 2013

www.E-ACT.org.uk


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In case of queries regarding the application of these guidelines contact the following:

Esme KnightMarketing and Communications ManagerE-ACT

Tel: 020 3176 3778E-mail: [email protected]

Contact information


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Our logo

Minimum clear area

In order to maintain legibility of the E-ACT logo, a clear area has been established around it. Only background colours that provide a high degree of visual contrast with the logo may extend through this area.

To establish the clear area, use the width of the capital E in the logo as a unit of measurement to determine the amount of space required between the E-ACT logo and all other text and graphics. 30mm

Logo minimum size

The regular logo must never be used at less than 20mm wide.

Strapline

The E-ACT strapline (Delivering Education Excellence) may be included by using either of the lock ups below if appropriate. The strapline sits outside of the minimum clear area.

Logo positioning

Wherever possible the E-ACT logo should be positioned in the top or bottom right hand corner of any communication.


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Brand colours

The E-ACT logo has been designed for accurate reproduction in four-colour process. In realisations where reproduction is not possible by four-colour process, such as cut-vinyl lettering for exhibition displays or signage, PMS equivalents may be used.

The colour values are:

Grey is used as a primary colour alongside the E-ACT logo on all brand collateral (see examples on page 12). In realisations where reproduction is not possible by four-colour process, such as cut-vinyl lettering for exhibition displays or signage, PMS equivalents may be used.

The colour values are:

Colour is an important element in the brand identity of the E-ACT brand.

Proper use of colour will provide maximum legibility for the E-ACT logo and ensure a consistent brand identity through all print and on-screen applications. If in doubt regarding colour usage, consult the advisors listed within this document.

E-ACT Purple:79C + 100M + 0Y + 15KPantone 2617

E-ACT Grey:35C + 0M + 16Y + 34KPantone 5487


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Brand colours:Secondary colours

In additional to the primary brand colour previously detailed, a palette of secondary colours have been developed that can be used on E-ACT literature and signage.

These colours may be utilised either singly or in any combination dictated by the design requirements of the collateral being developed.

CMYK values and PMS references have been provided.

E-ACT Violet:61C + 89M + 0Y + 0KPantone 2593

E-ACT Yellow:0C + 12M + 100Y + 7KPantone 110

E-ACT Pink:0C + 100M + 15Y + 4KPantone Rubine Red

E-ACT Red:0C + 100M + 81Y + 4KPantone 186

E-ACT Turquoise:100C + 0M + 31Y + 7KPantone 321

E-ACT Blue:100C + 44M + 0Y + 0KPantone 300

E-ACT Orange:0C + 53M + 100Y + 0KPantone 021

E-ACT Light Blue:69C + 7M + 0Y + 0KPantone 2985


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Single colour application

Against white or very light coloured backgrounds, the E-ACT logo may appear in full-colour or in black. The full-colour logo can only be used on backgrounds lighter than, or equal to, 10% black.

The E-ACT logo must not be employed in any colour other than the primary colour, an approved secondary colour, or white.

Under no circumstances should the E-ACT logo be inserted into a ruled box.

It is permitted to use the E-ACT logo in any of the secondary colours detailed on the previous page where the design aesthetic would be improved by so doing.

On dark or colour-clashing backgrounds, the E-ACT logo may appear ‘white-out’ of the background.


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Typography

Clean, consistent typography is an important part of the E-ACT brand identity. The E-ACT logo has been designed for use with the permitted typefaces shown here.

There is one typeface family: Interstate

The font is available in a range of weights – a few examples are shown here. Interstate is the typeface for published documents.

Interstate Light:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

Interstate Regular:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

Interstate Bold:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

Interstate Heavy:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jklmnopqrstuvwxyz1234567890

Support typeface: Arial

When Interstate is not available you should use Arial Regular and Arial Bold. This is also the typeface to use in Word templates, emails and online body copy.

Arial Regular:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890

Arial Bold:ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghi jk lmnopqrstuvwxyz1234567890


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Stationery

Please do not try to reproduce these documents.

Fully editable Indesign files are available from the contacts list on page 1.


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Brand collateral examples

E-ACT Prospectus E-ACT Pull up bannerE-ACT Corporate Plan E-ACT DVD


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Brand Collateral Examples

E-ACT Website E-ACT HTML Email >


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In application where E-ACT branding is secondary to the main branding (for example: on academy literature, signage etc.) Only the approved E-ACT logo can be used.

See examples.

Proposed signage designs must be submitted to E-ACT in the form of a detailed design specification for approval.

Academy literatureSecondary branding


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Uniforms

An E-ACT sponsored academy may establish its own uniform and dress code for students in line with the ethos of individual institution, and the approach of each academy’s leadership team. Each institution will be expected to reflect the sponsoring organisation as part of its branding.

Academies may include the strapline ‘an E-ACT academy’ when used in conjunction with the academy crest on the uniforms (see illustration). This should be taken into considering before embarking on the design of any crest of badge. At all other times – this is for secondary branding, signature or literature – the full E-ACT logo should be used. The strapline should be ALL CAPS, set in Interstate Regular except E-ACT which should be set in Interstate Bold.

This should be taken into consideration before embarking on the design of any crest or badge.

Proposed uniform plans and designed must be discussed with E-ACT in the form of a detailed design specification for approval.

Academy crest with E-ACT strapline

Academy uniform (example)


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Imagery

Photography is an important part of our brand identity. We have a range of images that are available for use within our communications materials. Please get in touch if you need us to supply images for use.


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What not to do The E-ACT logo

It is important to apply the E-ACT brand identity correctly to ensure that the visual impact and overall integrity are not comprised or diluted.

Detailed below are a number of incorrect uses, although this is not intended to be a complete list. If in doubt, consult the advisors listed.

7. Do not distort the E-ACT logo in any way.

8. Do not place high contrast photography, illustrations, text or graphics across any part of the E-ACT logo.

9. Do not use the E-ACT logo within text.

1. Do not change the size relationship or position of any element of the E-ACT logo.

2. Do not place the E-ACT logo in a ruled box, in any colour application.

3. Do not change the typeface of the E-ACT logo.

E-ACT

the logo

4. Do not use the E-ACT logo in repetition as a pattern except in certain approved circumstances.

5. Do not overprint the E-ACT logo onto photographs unless there is sufficient contrast to the logo

6. Do not violate the minimum clear area with photography, text or graphics.


15E-ACT Brand GuidelinesAugust 2013

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3rd Floor10 Whitfield StreetLondonW1T 2RE T +44 (0) 203 176 3882F +44 (0) 203 176 3880

E [email protected] W www.E-ACT.org.uk

Documents

E-ACT Brand Guidelines