Brand guidelines interim version 1.

April 2010

Ravensbourne brand guide – Introduction

3 4 5 6 7 Our view of the world What we believe in What we call ourselves Our logo Brand Architecture

Hello Welcome to the Ravensbourne interim brand guidelines
This short document will help you use our new verbal and visual brand. The guidelines should be straightforward to use, and you should use them to reflect our new brand as we move to our new location. The next generation of Ravensbourne is in your hands – please take care of it. Thank you.

Core brand elements
9 10 11 12 13 Brand overview Colours Ravensbourne logos Typography Our photography style

Brand applications
15 16 17 18 19 20 Layout for print Layout for screen and web Logo placement Sub brands Co branding Please don’t...

22 23 24 25 CMYK and RGB logos Greyscale and logos with strapline Mono logos (special cases only) Contact

Ravensbourne brand guide – Introduction


Our view of the world
We live in a wired-up world: one that demands creative, practical people who can think on their feet. Silo thinking leads to silo thought. That’s the old-world. We’re excited by the new world, where traditional disciplines of design, media, innovation and communications merge and blur. Some see this convergence as crazy – we think it’s liberating. Open-source, digitally-driven methods will drive the design and digital media, broadcast and narrowcast, of the future. Our job is to explore this technological future from a human perspective, and shape it to the real needs of real people. The way colleges work is changing. The smart ones, like us, innovate, finding new ways to collaborate with business and local communities. We offer specialist skills and creativity, treating new-business incubation and entrepreneurial enterprise as the norm, not the exception. We work like a hub, with spokes that can be physical or digital, and which can connect to the local or the global community. The world is not just our marketplace: it’s our innovation-space. The barriers to this change are buildings: solid walls help trap traditional college departments in silos. They’re the enemies of collaboration. Designers of the future will expect access to everything, not just one corner. And they’ll want it whenever and wherever it suits them. The solution has to be digital.

The words We’re rallying around a new view of the world
Use these words to ‘set the scene’ when you’re talking about Ravensbourne, and the ever-changing world we live and work in.

Ravensbourne brand guide – Introduction


What we believe in
We’re driven by the creative use of digital technologies. We’re determined to help shape the future, not simply to be shaped by it. We’re leaders, not followers. We learn from the past and experiment in the present, but we’re always asking: what’s next? We’re the sum of many parts. A design and digital media school that’s part hub, part ideas lab, part innovation incubator. Digital natives today demand the education of tomorrow, which is why our new approach attracts some of the most innovative and diverse minds in design, media and technology. Many of these come from across the world, but we’re just as keen to find the creators of the future right on our doorstep, within our local community. Our home is living testament to Ravensbourne’s new spirit of digitally inspired creativity: a hive of interlinked floors, connecting a massed diversity of thinkers and doers. It’s a distinctive building designed for distinctive ideas; for creative collaboration; for fusion and flux. ‘Can-do’ is the custom. ‘Why not?’ are our watchwords. Because we’re so closely integrated with industry, enterprise and entrepreneurship are hard-wired in. Your professional career starts on your first day at Ravensbourne, not your last. Greenwich is the perfect location for us. Here, where the world’s day turns, we reset the clock of design and media education. From here, there is only the future.

The words What do we believe in, what kind of people are we?
You could think of these words as our mission and values, but we look at it a bit differently.

What kind of people are we?
We’re world-leading digital thinkers and doers, with a firmly human view of the technological future We’re known for innovation and digital mastery; for breaking boundaries and for ‘can-do’ creativity Our staff and students are known for their confident professionalism, vocational specialism and collaborative energy

Ravensbourne brand guide – Introduction


The words What we call ourselves, and when Ravensbourne
We will trade from now on as ‘Ravensbourne’ and use the stand-alone word as much as possible. The Privy Council approved this name change in Feb 2010. We’ve chosen to retain the name - let’s strengthen it and use it stand-alone as much as we can. This describes what we do in a few short words. It should appear on the cover (or near the front) of brochures and prospectuses. It should appear on the homepage. Don’t ‘lock’ it to the name though, use it with more freedom than that. We have to say this, but for most uses we see this as bottom of web page/back of brochure level information. It may be useful in international markets to use it more prominently (where ‘university’ has cachet). We will only need to use this occasionally, for example when it relates to course information in our prospectus or website. This is how we’d describe ourselves in longhand, in print or conversation. “I work for Ravensbourne, a university sector college innovating in digital media and design”.

Innovation in Digital Media and Design

A university sector college, London

Validated by City University, London
Ravensbourne: a university sector college innovating in digital media and design

Ravensbourne brand guide – Introduction


Our new logo
This page shows our new logo. Our logo is inspired by the three basic shapes of the Penrose tessellation. Made of overlapping elements, graduating colours and skewed type, our logo has a three dimensional quality. Please see ‘Technical appendix’ for logo file names.

Ravensbourne brand guide – Introduction


Brand architecture
Our brand is strong and consistent. Wherever possible it’s best to use our master logo (with or without our strapline). Sometimes our logo may need to sit alongside our division names or the logos of our partners.

Core brand elements

Ravensbourne brand guide – Core brand elements



Brand overview How it all links together
Our identity is made up of the following basic elements; 1 our new logo 2 our colour palette 3 our typeface 4 our pattern 5 our photographic style


Berthold Akzidenz Grotesk Light Berthold Akzidenz Grotesk Regular Berthold Akzidenz Grotesk Medium Berthold Akzidenz Grotesk Bold

Penrose pattern


Ravensbourne brand guide – Core brand elements


Primary colourways

Colours Primary and secondary
This page shows our new colours for the Ravensbourne brand. Our primary colour palette matches the exterior of our building. Our secondary colour palette of neutral tones should be used in backgrounds or to highlight key information. If the colours don’t appear correctly, your monitor may need to be recalibrated – please contact the ICT Helpdesk.

Pantone 7530 c10 M18 Y25 K30
R170 G156 B143 HTML

Pantone Cool Grey 3
C0 M0 Y0 K15 R201 G202 B200 HTML

Pantone 448
C33 M43 Y80 K86 R75 G69 B44 HTML




Secondary colourways

C0 M0 Y0 K100

C0 M0 Y0 K30

C0 M0 Y0 K0

C10 M18 Y25 K60

C0 M0 Y0 K60

C19 M36 Y87 K60

Ravensbourne brand guide – Core brand elements


The Ravensbourne logos An introduction
We have a flexible identity of six main logos to suit our various needs and applications. Our logos work well on white, neutral or black backgrounds. To ensure stand out avoid placing our logo on background colours that are already in our mark.

Berthold Akzidenz Grotesk Light abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 012345678901234567890!@£$%^&*()? Berthold Akzidenz Grotesk Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 012345678901234567890!@£$%^&*()? Berthold Akzidenz Grotesk Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 012345678901234567890!@£$%^&*()?

Ravensbourne brand guide – Core brand elements


Typography Berthold Akzidenz Grotesk
Our new typeface is Berthold Akzidenz Grotesk and should be used for everything that we produce. Titles and headlines For impact our titles and headlines should be set in Akzidenz Grotesk medium. Body text Depending on the application Akzidenz Grotesk Regular or Light should be used for body copy. We can highlight key information or titles with 15pt or under Akzidenz Grotesk Medium. On screen text When working with applications where Akzidenz Grotesk is unavailable such as Powerpoint, Word or on-line our typeface is Arial.

Berthold Akzidenz Grotesk Medium abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 012345678901234567890!@£$%^&*( )?

Ravensbourne brand guide – Core brand elements


Our photographic style Using the Penrose pattern
We have a unique photographic style that captures the dynamism and individuality of our students. Our imagery reflects the essence of our brand and is treated with Penrose tessellation shapes. Our imagery is created in three simple steps; 1
Original image Image + Penrose pattern

Select an image Overlay the Penrose tessellation pattern Choose colours from within the selected image to fill in parts of the Penrose tessellation. This creates the illusion that the tiles are effervescing off the subject.

2 3 4

Colouring the tiles

Penrosed image

Brand applications

Innovation in Digital Media and Design

Ravensbourne brand guide – Brand applications


Layout For print
Please use CMYK versions only – minimum size 20mm e.g posters, leaflets, catalogues, invitations. Some of the layouts shown are notional only.

Ravensbourne 6 Penrose Way London SE10 0EW T +44 (0)20 3040 3500 F +44 (0)20 3040 3500 E

Head of Marketing and Communications Ravensbourne 6 Penrose Way London SE10 0EW T M E +44 (0)20 3040 3500 +44 (0)7912 999 312

Jill Hogan

Ravensbourne 6 Penrose Way London SE10 0EW T +44 (0)20 3040 3500 F +44 (0)20 3040 3500 E

Innovation in Digital Media and Design
A University Sector College in London Validated by City University London

Innovation in Digital Media and Design
A University Sector College in London Validated by City University London

Ravensbourne brand guide – Brand applications
Log  in Search  the  Rave  websit e


Innovation in Digital Media and Design
Home About us News Showcase Event S s tudy her O e pportunities for business Supporter & Partners

Name  of  animated  element

Foundation  student  goes  Gaga  with   celeb  stylist
Ravensbourne  student  Luke  Harris  has  spent  the   past  few  weeks  in  a  London  fashion  studio,   working  on  extravagant  outfits  for  pop  music's   most  daring  celeb.

Find  a  course

Search for a short course Download Prospectus 2011 /2012
Log  in Search  the  Rave  websit e

Title  of  tertiary  story  goes  in   this  space  here

Ravensbourne  and  Wyborne  School   New  Pet  Project
For  the  second  year  running,  students  from   Ravensbourne’s  Product  and  Interaction  Design   courses  collaborated  with  pupils  from  Wyborne   School,  New  Eltham,  as  part  of  a  live  brief.

Online staff and student resources
Home Students StaffA dmin ICTF inance Service desW k ebmail

Layout For screen and web
Please use RGB versions only – minimum size 150 pixels e.g website, screen, mobile apps, ItunesU

Name  of  element

Marks  &  Spencers  work  wit h Ravensbourne  students  
For  the  second  year  running,  students  from   Ravensbourne’s  Product  and  Interaction  Design   courses  collaborated  with  pupils  from  Wyborne   School,  New  Eltham,  as  part  of  a  live  brief.

Title  of  tertiary  story  goes  in   this  space  here

Log  in

Search  the  Rave  websit e

Virtual Learning
Name  of  element
Popular  links
We  are  the  future

Open Days







Service desk


I  can  be...


Name  of  element
How  to  apply

Click to laun ch

Log  in

Search  the  Rave  websit e

List  of  courses

Home Students StaffA dmin ICTF inance

the brain
Service desW k ebmail

Contact  us  |  Maps  &  Directions  |    

RSS  Feed

Copyright  ©  2010  –  Ravensbourne  |    web-­admin

Terms&Conditions  |  Sitemap  |  Privacy  |  Accessibility  |  FOI

Title here

Title here

Title here

Title here

Title here

Title here

Title here

Title here

Title here

Title here

Title here

Title here

Ravensbourne brand guide – Brand applications


Logo placement
When placing the logo on general print collateral, websites and presentations please use either diagonal or horizontal logos. The horizontal logos work best on long formats whilst the vertical one are perfect for small use i.e app buttons, twitter icons and favicons.

Ravensbourne brand guide – Brand applications


Sub brands
It’s important that we don’t dilute the master brand with conflicting logos, so please follow the principles on this page. Use the colour palette and Berthold Akzidenz Grotesk at all times.

Ravensbourne brand guide – Brand applications


Co branding
The Ravensbourne logo must be sized at a visually equivalent size to its co branding partner and never diminished. In horizontal line-ups, Ravensbourne logo should reach slightly outside the guidelines set by adjacent ‘horizontal’ logos. If the project is Ravensbourne initiated, ensure that Ravensbourne appears first. If not, place the logo at the end of the ‘line-up’.

Samsung HDTV studio

Ravensbourne brand guide – Brand applications


Please don’t…
1 2 3 4

These are just a few of the things we’d prefer you not to do. When in doubt, consult Marketing and Communications. 1 2 3 4 Re order the tiles Change the scale of the of tiles Add extra tiles Change the typeface of the type within the tiles Change the colour of the type within the logo Rotate the tiles Change the shape of the tiles Change the gradient directions Change the colour of the tiles





5 6 7 8 9
9 10 11 12

10 Place the logo on backgrounds which are same as the colours with the logo 11 Change the skew angle of the type 12 Replace the type within the logo

Technical appendix

Ravensbourne brand guide – Technical appendix


For print rav_diagonal_0_cmyk.eps rav_diagonal_0_cmyk.jpg rav_diagonal_0_cmyk.tif For screen rav_diagonal_0_rgb.eps rav_diagonal_0_rgb.jpg rav_diagonal_0_rgb.tif

For print rav_diagonal_-20_cmyk.eps rav_diagonal_-20_cmyk.jpg rav_diagonal_-20_cmyk.tif For screen rav_diagonal_-20_rgb.eps rav_diagonal_-20_rgb.jpg rav_diagonal_-20_rgb.tif

For print rav_vertical_-40_cmyk.eps rav_vertical_-40_cmyk.jpg rav_vertical_-40_cmyk.tif For screen rav_vertical_-40_rgb.eps rav_vertical_-40_rgb.jpg rav_vertical_-40_rgb.tif

For print rav_vertical_0_cmyk.eps rav_vertical_0_cmyk.jpg rav_vertical_0_cmyk.tif For screen rav_vertical_0_rgb.eps rav_vertical_0_rgb.jpg rav_vertical_0_rgb.tif

For print rav_horizontal_+20_cmyk.eps rav_horizontal_+20_cmyk.jpg rav_horizontal_+20_cmyk.tif For screen rav_horizontal_+20_rgb.eps rav_horizontal_+20_rgb.jpg rav_horizontal_+20_rgb.tif

For print rav_horizontal_0_cmyk.eps rav_horizontal_0_cmyk.jpg rav_horizontal_0_cmyk.tif For screen rav_horizontal_0_rgb.eps rav_horizontal_0_rgb.jpg rav_horizontal_0_rgb.tif

Ravensbourne brand guide – Technical appendix


For print rav_diagonal_0_grey.eps rav_diagonal_0_grey.jpg rav_diagonal_0_grey.tif

For print rav_diagonal_-20_grey.eps rav_diagonal_-20_grey.jpg rav_diagonal_-20_grey.tif

For print rav_vertical_-40_grey.eps rav_vertical_-40_grey.jpg rav_vertical_-40_grey.tif

For print rav_vertical_0_grey.eps rav_vertical_0_grey.jpg rav_vertical_0_grey.tif

For print rav_horizontal_20_grey.eps rav_horizontal_20_grey.jpg rav_horizontal_20_grey.tif

For print rav_horizontal_0_grey.eps rav_horizontal_0_grey.jpg rav_horizontal_0_grey.tif

For print rav_cmyk_right_withstrap.eps rav_cmyk_right_withstrap.jpg rav_cmyk_right_withstrap.tif rav_grey_right_withstrap.eps rav_grey_right_withstrap.jpg rav_grey_right_withstrap.tif For screen rav_rgb_right_withstrap.eps rav_rgb_right_withstrap.jpg rav_rgb_right_withstrap.tif

For print rav_cmyk_left_withstrap.eps rav_cmyk_left_withstrap.jpg rav_cmyk_left_withstrap.tif rav_cmyk_left_withstrap.eps rav_cmyk_left_withstrap.jpg rav_cmyk_left_withstrap.tif For screen rav_rgb_left_withstrap.eps rav_rgb_left_withstrap.jpg rav_rgb_left_withstrap.tif

Ravensbourne brand guide – Technical appendix








Ravensbourne brand guide – Contact


Your points of contact for any queries in this manual are: Jill Hogan Head of Marketing and Communications T E or Guillaume Richard Marketing Manager T E or Leese Johnstone Communications Officer T E +44 (0)20 3040 3500 +44 (0)20 3040 3500 +44 (0)20 3040 3500

Sign up to vote on this title
UsefulNot useful