Brand Guidelines

Contents

Section 1. Introduction

Pg
. . . . . . . . . . . . . .2

2. Brand essence . . . . . . . . . . . . .3 3. Our values . . . . . . . . . . . . . . . . .4
3.1 3.2 3.3 3.4 Scientific endeavour . . . . . . . .5 Conservation . . . . . . . . . . . . . .7 Beauty . . . . . . . . . . . . . . . . . .9 Inspiring learning . . . . . . . .11 . . . . . .13

9. Royal Crest and Partnership logos . . . . . . . .29
9.1 9.2 9.3 9.4 9.5 9.6 Royal Crest . . . . . . . . . . . . . .29 Relationship of logos with Royal Crest and WHS . .30 Millennium Seed Bank Project . . . . . . . . . . . . . . . . . .31 Sponsors’ and funding partners . . . . . . . . . . . . . . . . .32 Using sponsors’ logos . . . . . .33 Logo for retail and licensing . . . . . . . . . . . . . . . .34

4. Branding overview 5. Logo application
5.1 5.2 Wakehurst Place

. . . . . . . .15

Kew masterbrand . . . . . . . . .15

10. Colours
. . . . . . . .18

. . . . . . . . . . . . . . . . . . .35

masterbrand . . . . . . . . . . . . .17

10.1 Kew’s core and secondary palettes . . . . . . . .35 10.2 Use of colour on Kew material . . . . . . . . . . . .36

6. Primary strapline
6.1 6.2 6.3 Improving emphisis

and legibility . . . . . . . . . . . .19 Example of increased emphisis . . . . . . . .20 Example of improved legibility . . . . . . . . . . . . . . . .21

11. Typography

. . . . . . . . . . . . . .42

12. Imagery . . . . . . . . . . . . . . . . . . .43
12.1 Photography . . . . . . . . . . . . .43 12.2 Illustration . . . . . . . . . . . . . .47

7. Causal message
7.1 7.2 7.3 3.4 Use as a headline

. . . . . . . . . .22 . . . . . . . .23

13. Composition
13.1 Heading and

. . . . . . . . . . . . .49

Use as a sign off . . . . . . . . . .24 Use within body copy . . . . . .25 How not to apply . . . . . . . . .26

brand hierarchy . . . . . . . . . .51 13.2 Temporary Signage . . . . . . .55 13.3 Composition with multiple images, gridded images and cut outs . . . . . . . . . . . . .56

8. Kew sub-brand logos . . . . .27
8.1 8.2 Sub-brand logos . . . . . . . . . .27 Masterbrand versus sub-brand . . . . . . . . . . . . . . .28

14. Environmental care

. . . . .59

1

1 Introduction

Kew, like all organisations has a visual identity that represents its values. These guidelines will help you produce consistent and effective communication materials for Kew. As well as providing the details of how elements should be used together, the guidelines should inspire you when developing our brand, establishing useful parameters without restricting creativity. If you have any questions or queries please speak to the Marketing team on 020 8332 5628 or Media Resources on 020 8332 5777.
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not least. The focus of our identity is on science and conservation. These are at the core of what we’re about. ensuring consistency and credibility for all our key stakeholders and acting as an anchor for all communications and activities around the brand. Enlighten. This is not only about the Kew organisation. enrich the mind in a beautiful place. We represent the opportunity to escape from everyday worries.2 Brand essence At the heart of our identity is our essence. enjoy ourselves in a unique environment. encapsulated in the phrase ‘Creating Space to Grow’. These are the benefits that everyone who engages with Kew can hope to experience. Escape. but also about the people who have contact with it and its work. To help communicate this we have created a consumer facing strapline – Plants People Possibilities. Enrich. become enlightened about the natural world and. It defines what the brand stands for. 3 . Enjoy.

4 .3 Our values Our brand values are generated from the need to create a strong personality for Kew. In the following pages we show what these values mean for our brand. They define the identity we want and the strengths of the organisation that we wish to communicate.

1 Scientific endeavour 5 .3.

and scientific literature. find solutions and establish new thinking. both living and preserved.1 Scientific endeavour It is through our scientific research that we achieve our goals. 6 .3. documentation and conservation are all based on the collections in the Gardens. The importance of building knowledge about plants using our outstanding botanic collection and our wealth of talented people. Our research focuses mainly on our collections of plants. Research.

3.2 Conservation 7 .

3. Working in partnership to save plants and ensure their future. whether for pure scientific purposes or economic potential. 8 . Most importantly. Our unrivalled living collections represent a resource for botanical science worldwide. our living collections and our horticultural skills are an international resource for the conservation of plant diversity and its integration with habitat restoration and species re-introduction.2 Conservation We are committed to the ongoing support of conservation and sustainable use of plant resources.

3 Beauty 9 .3.

3.3 Beauty The beauty at Kew is all around us every day. This beauty should be part of everything we produce. It’s important that we celebrate and promote it in the best way possible and make it accessible to all. 10 . Revealing the beauty and diversity of Kew and the plant world and making it available to all.

4 Inspiring learning 11 .3.

3.4 Inspiring learning Our aim is to increase public knowledge and understanding of the value and vital importance of plants. post and undergraduates. We also need to increase recognition of. and support for. our work. We offer teachers’ packs and schools activities and we provide a programme of courses and other activities for professionals. Our wide-ranging education programme includes everything from public lectures to school packs. Opening up and making available our knowledge about the importance of plants in an accessible way. 12 .

These rules are shown in section 6. but it should be used wherever we are explaining our science and conservation work or asking people for their financial support. It translates our mission into a simple. 3. It should always appear with the Kew logo but there is some flexibility about where it is placed relative to the main Kew logo to make it easier to read and to add emphasis. Saving the world’s plants for life 13 . Primary strapline Kew’s primary strapline is an important way of summarising how we want people to view their relationship with Kew. Causal message Saving the world’s plants for life is a really important statement that reminds people that Kew is an active scientific and conservation organisation. consumer facing line. 2. Masterbrand logo The Kew logo is the most important element of our visual identity.Wakehurst Place Masterbrand logo Kew at Wakehurst is the identity for Wakehurst Place. 4. It must not be re-drawn or altered in any way and has size and minimum space requirements to ensure that it is always visually recognisable. There are rules explaining how this is done in section 7. Kew’s sister site.4 Branding overview 1. It is important that it does not compete with Plants People Possibilities as it is not our strapline.

but still need to be perceived as part of the Kew family. See section 9.5. Royal Crest and Partnership logos There are specific rules when these can and should be used. 14 . There are seven which have been agreed with the Marketing team. Example of one of the sub-brand logos 6. Sub-brand logos These have been created as some Kew divisions benefit from clearly communicating their purpose.

5X 0.5X 15 .5X X 0. The masterbrand logo should never be enclosed in a box or other graphic to make it stand out. Wakehurst Place which has a specific derivation of the Masterbrand logo to help explain its relationship to Kew and the MSB project which has its own identity. Only with consistent and considered application. The combination of elements is fixed and should not be altered in anyway. They all have similar characteristics so as to enhance the family feel. 0. If you have any queries please contact Media Resources. The diagrams and schematics on the following pages illustrate the principles of usage. Clear space For greater visual impact the masterbrand logo should be given generous clear space around it.5X 0. It is Kew’s leading icon. Shown here is the minimum clear space that should surround the logo. will the Kew logo be a powerful asset for the continued development of the brand. There is a hierarchy and logic to how they should be used and their relationships with each other.1 Kew Masterbrand Kew Masterbrand logo This is the most important visual representation of Kew. 5.5X 0.5 Logo application The Kew identity comprises a family of logos that are used on all communication materials. It is for the whole organisation incorporating all sites. projects and companies. Note: there are 2 exceptions to this which are. The only exception is ‘Plants People Possibilities’ which can be repositioned in certain defined circumstances (see section 6).

5.1 Kew Masterbrand

Colour variants
A range of colour variants have been created for use. The full colour version should always be used wherever possible, after that use the most appropriate. For example, if reproducing the logo for newsprint, use the greyscale version. If the logo appears on a dark background use the White out version. The colours that make up the logo can be identified within the core palette illustrated in the ‘colour section’. The logo can only appear as one of the colour variants shown here.

Full colour

Two colour

One colour

Greyscale

Solid black

White out (of any dark colour)

Size
The minimum size at which the masterbrand logo should appear is 17mm wide. Below this size the strapline must be removed and replicated elsewhere, unless previously agreed with Media Resources. The absolute minimum size, without the strapline is 13mm.

17mm

13mm

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5.2 Wakehurst Place Masterbrand

Wakehurst Place Masterbrand logo
This is the principal logo for Wakehurst Place. It is a specially crafted logotype based on the typographic style of the Kew logo. This not only creates a distinctive marque, but also reinforces its connection with the Kew masterbrand. Although the logo is comprised of letters it is still a symbol and should not appear within copy. The combination of elements is fixed and should not be altered in anyway. The only exception is PLANTS PEOPLE POSSIBILITIES which can be repositioned in certain defined circumstances (see section 6).

Clear space
For greater visual impact the Wakehurst Place logo should be given generous clear space around it. It should never be enclosed in a box, other graphic or text. As mentioned above this logo should never appear as copy within a sentence. Shown here is the minimum clear space that should surround the logo.

0.5X 0.5X

X

0.5X 0.5X

Colour variants
A range of colour variants have been created for use. The full colour version should always be used wherever possible, after that use the most appropriate. For example, if reproducing the logo for newsprint, use the greyscale version. If the logo appears on a dark background use the white out version. The colours that make up the logo can be identified within the core palette illustrated in section 10. The logo can only appear as one of the colour variants shown here.

Master colour

White out (of any dark colour)

Greyscale / solid black

Size
The illustration to the right demonstrates the minimum size for the logo.

48mm

48mm

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6 Primary strapline
Applies to Kew Masterbrand and Kew at Wakehurst Masterbrand logos.

PLANTS PEOPLE POSSIBILITIES should always be used with the masterbrand logos. The primary strapline is as an integral part of the Kew brand. The Masterbrand with the strapline is the main application of the Kew brand and should always be used in this format on print, leaflets, advertising and brochures UNLESS there is an issue with legibility of the strapline. The strapline may be removed from the logo where re-positioning can improve legibility, increase emphasis and help communicate the proposition. See the following guidelines.

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shelf edges. such as carrier bags. X X 2. Maximum size in relation to Kew logo X X Y 2Y Minimum size in relation to Kew logo 19 . the strapline can be removed from the Masterbrand. In these situations the strapline can be used alongside the Kew logo with the cap height of PLANTS PEOPLE POSSIBILITIES equal to the x height of the Kew logo type and in Mid Green Pantone 370. Where there is limited vertical space for the Kew masterbrand and strapline. book spines for Kew Publishing or merchandise items such as pencils. PLANTS PEOPLE POSSIBILITIES should be applied in a single line in Mid Green Pantone 370 and the cap height should be at least double the size that it would be when integral to the logo but no larger than the x height of the Kew logo type. The strapline should always be orientated horizontally. some digital media or staff uniforms.6. for example items which are not always viewed at close quarters. If this is not possible it must be agreed with Media Resources. such as some overhead signage areas. If the strapline is impaired or would be compromised by its application. signage and livery. but must be included on the design. 1.1 Improving emphasis and legibility There are 2 variations of application of the strapline which can be employed.

6.2 Example of application with increased emphasis 20 .

3 Example of improving legibility 21 .6.

22 . a sign off at the end of a sentence or within a paragraph. It should never appear as a standalone strapline without explanation of Kew’s work as this may not make sense to a reader who may not recognise Kew as a science and conservation organisation.Where we are emphasising Kew as a cause to be supported.7 Causal message Applies to Kew Masterbrand. It can be used as a header. . Our causal message Saving the World’s plants for life is very important to communicate that Kew undertakes vital science and conservation work as well as being a beautiful garden and World Heritage Site.Where we are asking people to make a financial contribution to Kew in whatever context. See examples for guidance. It can be given added visual emphasis through colour or Saving the world’s plants for life Saving the world’s plants for life • • increasing the size. In order to be communicated effectively the following guidance should be applied: • It should be used in the following types of communication: . Kew at Wakehurst Masterbrand and Kew Sub-brands. eg within the shops at Kew • It should always appear in context and linked to an explanation or example of the work that Kew does. to draw the eye to it.Where we are talking about Kew’s work and using the line to summarise why it is important. . up to 110% of the surrounding copy.

on a poster or front cover. Lorem ipsum dolor sit amet. sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat. consetetur sadipscing elitr. Saving the world’s plants for life An exhibition on Kew's critical work in Madagascar 3 – 24 September 2006 Opening times 9am – 6pm Mon – Sat For tickets call 000 0000 0000 23 . sed diam voluptua. Lorem ipsum dolor sit amet. Ut wisi enim ad minim veniam. sed diam voluptua.1 Examples of uses as a headline If appropriate the causal message can be used as a heading where the following copy explains how Kew is involved in saving the world's plants for life. min dh consectetuer adipiscing elit. Saving the world’s plants for life Lorem ipsum dolor sit amet. consetetur sadipscing elitr. sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat.7. Sanctus est Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo un dolores et ea rebum. 01 The message can also be used as a headline . Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet. consetetur. sed diam mndh nonummy nibh euismod tincidunt ut l.eg. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio et di se dignissim qui blandit praesent luptatumzzril delenit augue duis dolore te feugait nulla facilisi. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.

min dh consectetuer adipiscing elit. sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat. Consequently Kew's scientists are involved in a number of initiatives worldwide. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat. It is thought that 60. consetetur sadipscing elitr. sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat.7. we are at a crisis point. Introduction Lorem ipsum dolor sit amet. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo. consetetur sadipscing elitr.000 to 100. 24 . the message can be highlighted in bold. sed diam mndh nonummy nibh euismod tincidunt ut l. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. sed diam voluptua. Ut wisi enim ad minim veniam. Saving the world’s plants for life. Sanctus est Lorem ipsum dolor sit amet. consetetur. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet. consetetur sadipscing elitr. sed diam voluptua.2 Examples of uses as a sign off When used in Perpetua on a dark background. Despite our reliance on plants. Sanctus est Lorem ipsum dolor sit amet.000 plant species are under threat. At vero eos et accusam et justo duo un dolores et ea rebum. the root causes of these threats are difficult to control and include human population growth and socioeconomic factors. vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio et di se dignissim qui blandit praesent luptatumzzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet. sed diam nonumy eirmod. Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet.

consetetur sadipscing elitr. vel illum dolore eu feugiat nulla facilisis at vero eros et iusto et di se. Sanctus est Lorem ipsum dolor sit amet. sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat.000 to 100. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. the root causes of these threats are difficult to control and include human population growth and socioeconomic factors. we are at a crisis point.7. That is why Kew is working on a number of initiatives. focussed on saving the world’s plants for life. Despite our reliance on plants. enlarged by 110 % and picked out in Kew Mid Green or another colour appropriate to the design. sed diam voluptua. consetetur. 01 25 . consetetur sadipscing elitr. sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.3 Examples of use within body copy When the body copy is in Frutiger the message should be highlighted in bold. Lorem ipsum dolor sit amet. sed diam voluptua.000 plant species are under threat. Ut wisi enim ad minim veniam. It is thought that 60. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet. Introduction Lorem ipsum dolor sit amet. At vero eos et accusam et justo duo un dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat.

It should not be used as sign off at the bottom of a poster.4 Examples of how the causal message should NOT be applied Summer festival Welcome to Wakehurst Saving the world’s plants for life Saving the world’s plants for life There should be no confusion with the strapline. Saving the world’s plants for life 3 – 24 September 2006 Opening times 9am – 6pm Mon – Sat For tickets call 000 0000 0000 26 .7. The causal message should never appear without relevant copy.

There are rules for when the Kew Masterbrand and the sub-brand logos should be used are on the following page.8 Kew sub-brands 8. note: to be confirmed by Friends and Foundation board This is the current suite of sub-brand logos. The sub-brand logos are designed to explain quickly and simply to the reader what the activity is and that it is provided by Kew. 27 . These should not be added to without consultation with the Marketing team.1 Logos Kew has an increasing amount of commercial divisions which can benefit from having their own logos to help simplicity of communication.

promotions. 28 . leaflets. ‘Kew shopping’ and ‘Kew flavour’ should also be used within their specific environments on signage and materials. guides. It should be used on all marketing material and advertising activities held at Kew. maps. Orchids. • The sub-brand logos should be used on material specific to that divisions activity only. Chihuly at Kew and specific ticketed activities available to the general public eg. ticketing. Summer Swing. but to a certain extent it will be up to the judgement of the department concerned to decide if it is more important to use the sub-brand logo for communication. eg. Examples are provided below.8.2 Use of the Masterbrand logo vs sub-brand logos Applies to Kew Masterbrand and Kew at Wakehurst Masterbrand The Masterbrand is to be used UNLESS there is a clear commercial or customer advantage to using one of the sub-brands to help communication. annual reports. As a general rule of thumb: • The Masterbrand logo is to be used on all general Kew material. advertising. ‘Kew events and ‘Kew publishing’ sub-brands should be used on specific material promoting these activities. web site and all material relating to festivals such as. stationery.

22. by the Royal Crest.9 Royal Crest and partnership logos 9. which should only be used in specific cases. X X Clear space Shown here is the minimum clear space that should surround the Royal Crest. The crest is used as an endorsement to the Masterbrand logos (Kew and Wakehurst Place) where there is a requirement to communicate Kew’s royal heritage or status but it should not be used on its own. It should never be enclosed in a box or another graphic. It cannot be used on third party communications or web sites.g. The normal minimum size it should appear is 22.5mm. e. However there is a separate ‘small use’ version. On these occasions write the words “Royal Botanic Gardens. X X X Colour variants The Royal Crest should appear in the grey or black only. business cards. However on dark backgrounds it should appear in white out. The Royal Crest The Royal Crest helps highlight Kew’s connection with its heritage. It comprises of the same characteristic letterforms used across the Kew family of logos. Kew” This version can be used on material which is specific to Kew Gardens. If only one logo is used then this must be one of the Masterbrand logos. Grey (four colour or solid) White out Solid black Size There are two versions of the Royal Crest.5mm 29 .1 Royal Crest Kew’s portfolio of logos can be endorsed. where fitting.

Option A Option B Reverse Kew at Wakehurst Masterbrand For all Wakehurst Place material the Kew at Wakehurst Masterbrand should be given prominence. The Royal Crest is an optional endorsement which can appear at the bottom or on the reverse of materials. Kew Masterbrand For all Kew material (with the exception of Wakehurst Place material) the masterbrand logo should always be given prominence. Option A Option B Reverse 30 .2 Relationship of logos with the Royal Crest and WHS The following pages help you understand the basic relationships between Kew’s portfolio of logos and straplines. It should never be larger than the masterbrand. The Royal Crest is an optional endorsement which can appear at the bottom or on the reverse of materials.9. When the Royal Crest is used on material which is Kew Gardens specific the ‘World Heritage’ version can be used. It should never be larger than the masterbrand.

This is comprised of its own symbol together with the letterforms used across other Kew logos. Where possible the full colour version should be used. including Kew at Wakehurst. It should not be used in conjunction with any other Kew logo.5X 0. Clear space For greater visual impact the Millennium Seed Bank Project logo should be given generous space around it. It should never be enclosed in a box or other graphic. on dark backgrounds the white out version should be used. 0. Shown here is the minimum clear space that should surround the logo. Other than that exception the logo should always appear as one of the colour variants shown here. There is also a solid black version which is not illustrated here.5X X 0. Full colour Two colour One colour Greyscale One colour White out (of any colour) Size The minimum size the Millennium Seed Bank Project logo should appear is 17mm wide.9. 17mm 31 . However.3 Millennium Seed Bank Project Millennium Seed Bank logo The Millennium Seed Bank Project has its own logo to communicate its individual identity. It comprises the same typographic style as the other logos within the Kew portfolio to reinforce its connection within the organisation.5X Colour variants A range of colour variants have been created for use.

The Wellcome Trust logo will always cover 60% the area of the Millennium Commission logo.5X Minimum size The Millennium Commission logo should never be less than 9mm high with the height of the Wellcome Trust logo remaining proportional.9. 9mm 32 . However in certain circumstances. Millennium Seed Bank funding partners’ logos Funding Partners When using the MSBP logo. e. Clear space Shown here is the minimum clear space that should surround and lie between both logos.4 Sponsors and funding partners When sponsors and funding partners appear on Kew materials there are a set of rules that help determine positions and relationships of elements. business cards. They should always appear horizontally in the order illustrated. This proportion should remain consistent on all materials. X X X Colour variants The logos should appear in their full colour versions where possible. If this is not possible they should be printed in black or reversed white out. X X 0. its two supporting partners’ logos should always be included as endorsements to the Project. Size The Millennium Commission logo should never be greater than the height of the ‘ew’ from the MSBP logo.g. a size that is legible must be used.

Supporting partners’ logos will always appear either on the inside or back panel of leaflet. Therefore a lead sponsor’s logo could appear bottom right or left. Supporting Partners’ logos will represent an area up to 50% of Kew’s logo. For each festival / event microsite there will always be a supporting partners’ page which will include all sponsors. Option A Option B Option C Option A – lead sponsor Option B – lead sponsor Reverse/inside – supporting partner 33 .5 Using the logos – Sponsors’ logos Size The lead sponsors’ logo for an event will represent an area up to 70% of Kew’s logo. the logo can be up to 50% of the festival title. lead sponsors will be aligned below the Kew logo and positioned within the bottom quarter. Where design dictates the Kew logo should go at the bottom of material the lead sponsor’s logo will sit directly below it.9. In certain circumstances. Therefore the lead sponsor’s logo will appear bottom right or left. when agreed with Foundation. Each sponsor will be entitled to display a logo / image(s) with up to 200 words of copy and link to their pages. Posters / one sided items: As with leaflets. Here. 70% area 50% area Supporting partner logo Kew masterbrand logo Lead sponsor logo Lead sponsor logo attached to festival/event logo Positioning Leaflets: Lead sponsors will be aligned below the Kew masterbrand logo and positioned within the bottom quarter of the panel. again within the bottom quarter. the lead sponsor’s logo can be attached to the festival/event logo. Web Pages: The lead sponsor’s logo will always appear within the page banners at the top of each relevant page. Other supporting partners will not appear on one sided material.

See Media Resources for details.9.6 Logos for retail and licensing All items for resale have a unique set of logos and rules. 34 . Merchandising The merchandising logos consist of the same letterforms used across Kew’s family of logos.

The light and dark green. See examples later in the section. unless the photography used has a prominence of green which approximates the mid green. Core greens The Kew mid green in its solid state should be the prominent green across all front line promotional materials eg. please refer to a Pantone colour guide. as well as secondary colours can be used as accents to the above. Our secondary colour palette is used to compliment and add interest to our core palette.1 Kew's core and secondary palettes Below is Kew's full palette. the secondary palette colours should be considered as part of the visual language to complement the design and as accent colours in addition to green (see examples to follow). Examples of how to apply both are shown on the next few pages. The core and secondary palette colours apply to Kew. 40% and 60% tints of all the Kew colours can be used. Kew has deliberately chosen green to represent its natural heritage and we should be ensuring this is reflected throughout our communications. Kew at Wakehurst and Kew sub-branded materials. 10.10 Colours Colour is an exceptionally strong visual cue as to what a brand is about. Kew Dark Green Pantone 7483 C-85 M-0 Y-100 K-55 # 33 66 33 Kew Mid Green Pantone 370 C-60 M-0 Y-100 K-27 # 66 99 00 Kew Light Green Pantone 376 C-56 M-0 Y-100 K-0 # 99 CC 00 Secondary Palette Kew Grey Pantone 432 C-23 M-0 Y-0 K-79 # 33 33 33 Pantone 202 C-0 M-100 Y-60 K-52 # 99 00 00 Pantone 3258 C-56 M-0 Y-34 K-0 # 33 CC CC Pantone 130 C-0 M-37 Y-100 K-0 # FF 99 00 Pantone 5865 C-2 M-0 Y-32 K-15 # CC CC 99 Pantone 2602 C-72 M-98 Y-0 K-0 # 66 00 99 Pantone 618 C-0 M-3 Y-80 K-35 # 99 99 33 Pantone 153 C-0 M-62 Y-90 K-15 # CC 66 00 Pantone 279 C-63 M-36 Y-0 K-0 # 33 99 CC 20%. Whilst the three greens form the core palette. There are three greens within the core palette. posters. When checking matching colours. etc. 35 . leaflet covers.

10. photographic and typographic opportunities to create the predominance of green as a key element of the Kew visual style.2 Use of colour on Kew material Use of Kew greens The Kew mid green along with the dark and light greens should be the key-predominant colours on any design. images can be enhanced to increase the impact of green. Using photography. Consideration should be given to all the graphic. Full bleed examples where images are predominantly green 36 . especially on front covers. The following examples help to demonstrate these options.

then text can be applied in green to increase the predominance of green.2 Use of colour on Kew material Use of Kew greens Where there is less green in the image.10. Discover Kew Gardens August – September 2006 Discover KewGardens August – September 2006 Examples of minimal use of green 37 .

10.2 Use of colour on Kew material Use of Kew greens Green panel at the bottom or the colour in the image changed to green in Photoshop. to increase amount of green in layout Discover Kew Gardens August – September 2006 Discover Kew Gardens August – September 2006 Green panel at the bottom Photoshop image to increase amount of green 38 .

10. See following examples. supported by GlaxoSmithKline • Enjoy skating on London’s largest rink • Visit Santa in his ice grotto • Take a jaunt across the Gardens in a horse and carriage 39 .2 Use of colour on Kew material Use of colour in advertising For external advertising only the Kew colour palette should be considered first. • It is your last chance to see the stunning Gardens of Glass: Chihuly at Kew exhibition. Christmas Sparkle at Kew Gardens 26 November 2005 – 2 January 2006 This winter at Kew. however if the design concept fundamentally supports an alternative colour this can be considered.

10. See following examples. Large amount of green in image provides predominance of core green with headline type as secondary accent in purple.2 Use of colour on Kew material Use of secondary palette colours The secondary palette colours can be used within the composition. Image is mostly green therefore a panel of pantone 153 is used to introduce a secondary accent colour. For front covers green should remain the predominant colour supported by the Kew secondary palette colours. particularly for non-front cover design. 2006-2007 2006-2007 Welcome 2006 to the Kew Foundation to the Kew Foundation Welcome Welcome to the Kew Foundation Green panel at the top with the addition of purple in the image to provide a secondary accent colour. 40 .

10.2 Use of colour on Kew material Use of Kew greens Green panel at the top or bottom can be used to increase amount of green in layout Example of current material Kew greens should be the predominant colours under the guidelines. If the material is predominantly on the Kew Gardens site then ideally it should be led by the Kew colour palette. 41 . Please also refer to section 14 – application of cut outs. Discover Kew Gardens TheTemple of the Imagination A community education project to celebrate the built heritage of Kew and Historic Royal Palaces August – September Green panel at the top Note: Where material is produced for joint projects consideration should be given to where the material will be appearing.

Perpetua can be used for larger sizes of copy or where a more elegant.11 Typography All materials produced by Kew should use a consistent set of typefaces. fresh look to help communicate the ‘new Kew’. It should be used for both titles and body copy on children’s materials. classic look and feel is desired. classic. sans serif character of Frutiger – providing a clean. If you have any queries please contact Media Resources. the unexpected contemporary attractions at Kew balanced with the traditional. Kew has three. elegant. classic. Headings The default typeface for headings is Perpetua. Title bodycopy children Body copy Frutiger should be used for all body copy. when Sassoon is used) The general principle for Kew’s typography is to consider both balance and contrast in all designs. Sassoon Specially designed for children. 42 . fun typeface that retains a high level of legibility. The modern. serif typeface of Perpetua. Sassoon is a lively. Perpetua and Frutiger are the two typefaces to be used for all Kew material (with the exception of design specifically for children.

well cropped. Inspiring and Dynamic should to apply to all Kew photography. 43 . 1. rich and vivid Kew’s photography is divided into a further three subject categories – Theatre.1 Photography One or more of the following three principles Natural.12 Imagery Imagery is very powerful in communicating a brand personality. Essay and Detail. this can be incorporated into a specific photography brief. visually layered. depth of field. uncontrived. Inspiring – activities. The following guidelines should be used by anyone commissioning or taking photography for use in Kew communications. for discussion with Marketing. engaging. telling a story. leads the eye. It is important to pick a style of both photography and illustration which captures they way we would like Kew to be conveyed. not posed. capturing a moment. drawing you in 3. 12. ordinary people 2. Sub-brand differentiation Should any of the Kew divisions have a particular requirement for photography which is considered to be beyond this general photography guidance. Dynamic – fresh perspective. These are covered in detail on the following pages. Natural – not staged.

Each image can be checked against the key word descriptions on the previous page. Theatre Scale and beauty 44 . Theatre.1 Photography The following examples have been chosen to represent the three areas.12. Essay and Detail.

12. engaging with a human aspect. interaction discovery and enjoyment. 45 .1 Photography Essay Natural.

1 Photography Detail Close-up.12. colours and texture of the natural world 46 . intrigue and beauty that people experience – shape.

12.2 Illustration We have selected five styles of illustration as a guidance for selecting Illustrators for Kew projects. Concept • Inspiring • Idea based • Surprising Graphic • Technical • Simple • Flat colours 47 .

2 Illustration Representative • Sketchy • Artistic • Spontaneous Natural • Crafted • Classical • Soft Botanical • Technical • Illustrative • Detailed 48 .12.

followed by logo. 49 .e. For example ‘Get together at Kew. the Kew logos should be positioned top left or bottom right. Generally the logo will lead and is positioned top left. with Kew events as an endorsement bottom right (i. the reading hierarchy is heading first. with the main heading type in the opposite corner. However. With the exception of corporate stationery. The exception to the above primary applications are: • Where image restricts or defines the position of the text and logos.1 Heading and brand hierarchy Applies to Kew Masterbrands and Kew Sub brands. 2006 Get together at Kew 2006 Hospitality and entertaining Kew events branding leads descriptive heading Call to action/sales proposition leads. i. endorsed by Kew events logo. as for the advertising led Festival promotion material).13 Composition-putting it all together 13. the logo can be positioned bottom right. if the headline/proposition is considered to be the lead message.e.

Summer Swing at Kew. eg. On DL leaflets. Christmas Sparkle at Kew Gardens 26 November 2005 – 2 January 2006 This winter at Kew.org for details 50 . supported by GlaxoSmithKline • Enjoy skating on London’s largest rink • Visit Santa in his ice grotto • Take a jaunt across the Gardens in a horse and carriage Visit www.1 Heading and branding hierarchy Position of Kew Masterbrand logo on promotional material for festival and activities The Kew logo should be positioned in the bottom right hand corner of a layout on material relating to festivals and specific ticketed activities available to the general public eg. Summer Swing. • It is your last chance to see the stunning Gardens of Glass: Chihuly at Kew exhibition. In these examples the name of the activity/festival or the campaign title is the primary message.kew.13. this message should always include the word Kew.

Visit www. 51 .1 Heading and branding hierarchy Examples of hierarchy on advertising material Inspiring Art A vivid display of 250.kew.org for more details or call 020 8332 5655 ‘The Sun’ – 13ft high – 1000 glass pieces – one of 25 displays from Dale Chihuly’s stunning glass exhibition throughout Kew Gardens 28 May 2005 – 15 January 2006 Note: examples shown are external advertising therefore not led by green colour palette.000 orchids and their influence on art and design at Kew Gardens from 4 February to 5 March 2006.13.

13. (See examples) Kew’s Country Garden Welcome 52 . the Kew at Wakehurst Masterbrand logo should be centred at the top with the title of the document at a secondary or lower level. such as front covers for leaflets and brochures where the Kew at Wakehurst is the primary message in terms of reading hierarchy.1 Heading and branding hierarchy Position of Kew at Wakehurst Masterbrand logo On general material. the logo can either be centred or ranged to the right or left at the bottom. On other material where the Kew at Wakehurst Masterbrand logo is applied as a secondary endorsement.

The full colour logo should appear on a white background and be sized at a minimum of 450mm wide on a 48 sheet ad (8% of total length .6096mm). Branding should be reiterated in the messaging of the advert using ‘Kew Gardens’ in the copy. it is very important that the logo is visible from a distance and must be seen by drivers as they pass by. 450mm 600mm Reversed Kew logo When using a reversed out logo the size should be a minimum of 600mm wide on a 48 sheet ad (10% of total length . Again. 53 . Kew full colour logo When using the full colour version of the Kew logo.1 Heading and branding hierarchy Use of Masterbrand logo on 48 sheet ads When creating a 48 sheet ad for Kew. Text on 48 sheet ads should be kept to a minimum (around eight words) to enable the message to be read. the placement positions to use are the bottom right hand corner or the top left corner of the ad.6096mm). ‘Kew Gardens’ should appear in the copy to aid Kew branding.13.

1 Heading and branding hierarchy Examples of Kew at Wakehurst logo 54 .13.

2 Temporary Signage Applies to Kew and Wakehurst Place Falling within the composition and typography rules a template has been designed to be used for all temporary signage at Kew and Wakehurst Place. Colours Pantone 5865 Kew Dark Green Kew Mid Green Kew Light Green Layout Main heading Message A green Kew swish can be used to separate different messages Main heading Message Main heading Main heading Message Message Main heading Message Main heading Message 55 .13.

Lorem ipsum dolor sit amet. On front covers. sed diam voluptua. Planning your day Finding your way around Shopping and refreshments Discover Kew August – September 2006 01 56 . vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio et di se dignissim qui blandit praesent luptatumzzril delenit augue duis dolore te feugait nulla facilisi. Sanctus est Lorem ipsum dolor sit amet. not green. sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat. Sanctus est Lorem ipsum dolor sit amet. consetetur. consetetur sadipscing elitr. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet. min dh consectetuer adipiscing elit.13. They should be used against a white background. sed diam voluptua. cut-outs should be encouraged. Lorem ipsum dolor sit amet. Ut wisi enim ad minim veniam.3 Composition with multiple images. sed diam nonumy eirmod. cut-outs should be dynamically cropped and balanced with type and logos. gridded images and cut outs Application of cut outs Where the image lends itself. Inside brochures or leaflets they should break out of the grid to add variety and scale to a layout. At vero eos et accusam et justo duo un dolores et ea rebum. quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo. consetetur sadipscing elitr. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. sed diam mndh nonummy nibh euismod tincidunt ut l. consetetur sadipscing elitr. Lorem ipsum dolor sit amet. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat. sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat. Introduction Lorem ipsum dolor sit amet.

A festival of colour Visit Kew Gardens this autumn 57 . multiple images can be used to add variety or demonstrate breadth. Only use clear close up shots eg. Contrasting images should be used in a grid butted against each other or with a fine white keyline borders but NOT as separate boxed images.3 Composition with multiple images-gridded images and cut outs Application of boxed images Where an idea or subject cannot be summarised by a single image.13. Avoid the use of broad landscape shots and distant images of people. Images to be applied as multiple images should be carefully considered to ensure they are clearly legible. details of plants and people. Do NOT use boxed images.

Cut outs should only be used against white background.3 Composition with multiple images-gridded images and cut outs Example of how guidelines would affect old material Do NOT use cut outs on green background. possibly with a fine white keyline 58 . Multiple images should be positioned together. Do NOT use separate boxed images. butted against each other.13.

uncoated paper. We aim to use recycled and where possible. Please follow these recommendations: • Paper should to be as close to 100% recycled as possible · • The minimum requirement should be not less than 50% recycled and 50% from managed forests and FSC accredited Print companies should use some or all of these processes: • Computer-to-plate origination • Waterless press capacity • Alcohol-free printing process • Inks should be vegetable based • Where possible the finish should be uncoated Print companies should have accreditation in one or more or the following and locally based printers are preferable:· • FSC. Designs should be created specifically to look good on recycled. and work with print companies who have suitable environmental accreditation. uncoated paper. Carbon neutral status • ISO 14001 • EMAS (European Ecomanagement & Audit Scheme) • WPA (Waterless Printing Association) 59 .14 Environmental care All printed material should be produced using environmentally friendly methods as much as possible. while print runs and locality of print companies should also be considered to reduce the carbon foot print.

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