The Ian PotterFoundationIDENTITYGUIDELINES

For External Use19 August 2015

CONTENTS

Logo Specifications – The Ian Potter Foundation Logo 2

Logo Specifications – The Cultural Trust Logo 3

Logo Specifications – Clear Space and Minimum Size 4

Logo Variations 5

Typography 6

1

Primary Logo – (Horizontal)

The Ian Potter Foundation logo consists of two elements:the ‘Seahorse’ symbol and The Ian Potter Foundation wordmark. The ‘Seahorse’ symbol should always be usedtogether with the wordmark.

The logo should not be redrawn, digitallymanipulated or altered.

Vertical Version of the logo. Core Brand Logo Palette

PMS 314 U

IPF DarkTurquoise

IPF Turquoise IPF Dark Mint IPFLight Mint

PMS 3125 U PMS 3265 U PMS 3248 U

CMYKC: 100M:5Y:5K:30

CMYKC: 80M:5Y:15K:0

CMYKC: 70M:0Y:35K:0

CMYKC: 43M:0Y:24K:0

RGBR: 0 G: 132B: 169

RGBR: 0 G: 181B: 204

RGBR: 53 G: 189B: 178

RGBR: 143 G: 210B: 202

Seahorse symbol

LOGO SPECIFICATIONS

THE ‘IAN POTTER FOUNDATION’ LOGO

2

The Ian Potter Cultural Trust logo consists of two elements: the ‘Seahorse’ symbol and The Ian Potter wordmark. The ‘Seahorse’ symbol should always be used together with the wordmark.

The logo should not be redrawn, digitallymanipulated or altered.

Vertical Version of the logo.

CMYKC: 5M: 100Y: 40K: 0

CMYKC: 0M: 25Y: 15K: 0

RGBR: 226 G: 22B: 101

CMYKC: 0M: 80Y: 30K: 0

RGBR: 240 G: 91B: 125

CMYKC: 0M: 45Y: 20K: 0

RGBR: 246 G: 162B: 168

RGBR: 251 G: 201B: 196

Primary Logo – (Horizontal)

Core Brand Logo Palette

PMS RubineRed C

IPCT Dark Pink IPCT Pink IPCT Soft Pink IPCT Pale Pink

PMS 709 U PMS 1765 PMS 709U – 50%

Seahorse symbol

LOGO SPECIFICATIONS

THE ‘CULTURAL TRUST’ LOGO

The Ian PotterCultural Trust

3

The Ian PotterFoundation

The Ian PotterFoundation

LOGO SPECIFICATIONS

CLEAR SPACE MINIMUM SIZE

30mm

(Primary or Horizontal version of the logo)

(Vertical version of the logo)

IPF’s logo must always stand out from other information. To ensure this, a

minimum area of clearance must be maintained. No graphics or images may

encroach into this area. Wherever possible, create more space around the brand

than the minimum area of isolation shown here.

Minimum size specifications ensure the brandmark remains clearly legible in all

applications and throughout all methods of production.

The minimum size of the logo must not be less that 30mm wide with the primary

version of the logo and 20mm for the vertical version.

20mm

The Ian PotterFoundation

4

The Ian PotterFoundation

Primary Logo – Black and White

Primary Logo – Full ColourPreferred Version

The Ian PotterFoundation

The Ian PotterFoundation

The Ian PotterFoundation

Primary Logo – Reversed options When reversing the logo from a solid colour it

should always appear in white. See core brand logo

colour palettes for acceptable background

colour options.

*Below is the exception to the above

rules, only applicable when reversing out

of black or dark grey.

A single colour black (mono) logo

should only be used in instances

where it is not possible to print or

display in full colour.

Should appear on white

background (with some

exceptions).

LOGO VARIATIONS

The Ian PotterFoundation

5

Primary Typeface – Print and Online Secondary Typeface – Print

Museo Sans Arial

Museo Sans 700

Museo Sans 500

Museo Sans 300

TYPOGRAPHY 6

Subhead style should be in sentence case – Museo Sans 500

a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ ̂ % & *() _+

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ ̂ % & *() _+

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ ̂ % & *() _+

A B C D E F G H I J K L M N O P Q R S T U V W X Y ZArial Regular / Regular Italic

a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ ̂ % & *() _+

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Body copy style should be in sentence case – Museo Sans 300

Heading style should be in sentence case – Museo Sans 700

Museo Sans is the typeface used for headlines and body copy for all professionally designed Ian Potter Foundation communication pieces. Licenses of Museo Sans are available for purchase at www.fontshop.com

A secondary typeface – Arial – for use on all emails, and word processing applications has been selected.

Arial Bold / Bold Italic

a b c d e f g h i j k l m n o p q r s t u v w x y z 0 1 2 3 4 5 6 7 8 9 ! @ # $ ̂ % & *() _+

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z