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Brand guidelines

interim version 1.1

April 2010
Ravensbourne brand guide – Introduction

Introduction Hello
Our view of the world
What we believe in
Welcome to the
5 What we call ourselves Ravensbourne
6 Our logo
7 Brand Architecture interim brand guidelines
Core brand elements
This short document will help you use our new
9 Brand overview verbal and visual brand. The guidelines
10 Colours should be straightforward to use, and you should
11 Ravensbourne logos use them to reflect our new brand as we move
12 Typography to our new location.
13 Our photography style
The next generation of Ravensbourne is in your
Brand applications hands – please take care of it. Thank you.

15 Layout for print

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

22 CMYK and RGB logos
23 Greyscale and logos with strapline
24 Mono logos (special cases only)
25 Contact
Ravensbourne brand guide – Introduction 3

Our view of the world The words

We live in a wired-up world: one that demands We’re rallying around a
creative, practical people who can think on their
feet. Silo thinking leads to silo thought. That’s the
new view of the world
old-world. We’re excited by the new world, where Use these words to ‘set the scene’ when you’re
traditional disciplines of design, media, innovation and talking about Ravensbourne, and the ever-changing
communications merge and blur. world we live and work in.

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.
Ravensbourne brand guide – Introduction 4

What we believe in The words

We’re driven by the creative use of digital technologies. We’re What do we believe in,
determined to help shape the future, not simply to be shaped
by it. We’re leaders, not followers. We learn from the past and
what kind of
experiment in the present, but we’re always asking: what’s next? people are we?
We’re the sum of many parts. A design and digital media school
that’s part hub, part ideas lab, part innovation incubator. Digital
You could think of these words as our mission
natives today demand the education of tomorrow, which is
and values, but we look at it a bit differently.
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 What kind of people are we?
floors, connecting a massed diversity of thinkers and
doers. It’s a distinctive building designed for distinctive We’re world-leading digital thinkers
ideas; for creative collaboration; for fusion and flux. and doers, with a firmly human view of the
‘Can-do’ is the custom. ‘Why not?’ are our watchwords. technological future

Because we’re so closely integrated with industry, We’re known for innovation and digital
enterprise and entrepreneurship are hard-wired in. mastery; for breaking boundaries and for
Your professional career starts on your first day ‘can-do’ creativity
at Ravensbourne, not your last. Greenwich is the Our staff and students are known for
perfect location for us. Here, where the world’s their confident professionalism, vocational
day turns, we reset the clock of design and media specialism and collaborative energy
education. From here, there is only the future.
Ravensbourne brand guide – Introduction 5

The words
What we call ourselves,
and when

We will trade from now on as ‘Ravensbourne’ and use

Ravensbourne 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.

Innovation in Digital Media and Design 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

A university sector college, London 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

Validated by City University, London example when it relates to course information in our
prospectus or website.

This is how we’d describe ourselves in longhand, in

Ravensbourne: a university sector college innovating in digital media and design print or conversation. “I work for Ravensbourne,
a university sector college innovating in digital media
and design”.
Ravensbourne brand guide – Introduction 6

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 7

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 9

Brand overview
How it all links together
Our identity is made up of the following basic
Berthold Akzidenz Grotesk Light
1 our new logo
Berthold Akzidenz Grotesk Regular 2 our colour palette
Berthold Akzidenz Grotesk Medium 3 our typeface
Berthold Akzidenz Grotesk Bold 4 our pattern

5 our photographic style


Penrose pattern photography

Ravensbourne brand guide – Core brand elements 10

Primary colourways
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
Pantone 7530 Pantone Cool Grey 3 Pantone 448 of neutral tones should be used in backgrounds
c10 M18 Y25 K30 C0 M0 Y0 K15 C33 M43 Y80 K86 or to highlight key information.
R201 G202 B200 R75 G69 B44
R170 G156 B143
If the colours don’t appear correctly, your
monitor may need to be recalibrated – please contact
the ICT Helpdesk.
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 11

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 Ravensbourne brand guide – Core brand elements 12

012345678901234567890!@£$%^&*()? Typography
Berthold Akzidenz Grotesk
Berthold Akzidenz Grotesk Regular
abcdefghijklmnopqrstuvwxyz Our new typeface is Berthold Akzidenz Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZ and should be used for everything that we produce.

012345678901234567890!@£$%^&*()? Titles and headlines

For impact our titles and headlines should be set in
Akzidenz Grotesk medium.
Berthold Akzidenz Grotesk Bold Body text
abcdefghijklmnopqrstuvwxyz Depending on the application Akzidenz Grotesk
ABCDEFGHIJKLMNOPQRSTUVWXYZ Regular or Light should be used for body copy.
We can highlight key information or titles
012345678901234567890!@£$%^&*()? 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

012345678901234567890!@£$%^&*( )?
Ravensbourne brand guide – Core brand elements 13

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

Colouring the tiles Penrosed image

Brand applications
Ravensbourne brand guide – Brand applications 15
in Digital Media
and Design

For print

Please use CMYK versions only –

minimum size 20mm
e.g posters, leaflets, catalogues, invitations.
Some of the layouts shown are notional only.

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

6 Penrose Way
SE10 0EW

T +44 (0)20 3040 3500

F +44 (0)20 3040 3500

in Digital Media
and Design
A University Sector
College in London

Validated by
City University London

in Digital Media
and Design
A University Sector
College in London

Validated by
City University London
Ravensbourne brand guide – Brand applications 16
Log  in Search  the  Rave  websit

in Digital Media
and Design

Home About us

Name  of  animated  element

News Showcase EventsS tudy hereO pportunities for business

Foundation  student  goes  Gaga  with  

celeb  stylist
Supporter & Partners

Find  a  course
For screen and web
Search for a short course
Ravensbourne  student  Luke  Harris  has  spent  the   Download Prospectus 2011/2012
Log  in Search  the  Rave  websit
past  few  weeks  in  a  London  fashion  studio,  
working  on  extravagant  outfits  for  pop  music's  
most  daring  celeb. Blogs Online
staff and
Title  of  tertiary  story  goes  in   student
Ravensbourne  and  Wyborne  School   this  space  here resources
New  Pet  Project
Home Students StaffA dmin ICTF inance Service des
kW ebmail
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.

Name  of  element Marks  &  Spencers  work  with

Title  of  tertiary  story  goes  in  
this  space  here
Please use RGB versions only –
Ravensbourne  students  
For  the  second  year  running,  students  from  
Ravensbourne’s  Product  and  Interaction  Design  
Log  in Search  the  Rave  websit
minimum size 150 pixels
courses  collaborated  with  pupils  from  Wyborne  
School,  New  Eltham,  as  part  of  a  live  brief.

Virtual Learning e.g website, screen, mobile apps, ItunesU

Name  of  element Popular  links Open Days Home Students StaffA dmin ICTF inance Service desk Webmail

We  are  the  future

I  can  be...


Name  of  element Click to launch

Log  in Search  the  Rave  websit

How  to  apply

List  of  courses
the brain
Home Students StaffA dmin ICTF inance Service des
kW ebmail

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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 17

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 18

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 19

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’.

HDTV studio
Ravensbourne brand guide – Brand applications 20

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 Re order the tiles

2 Change the scale of the of tiles
3 Add extra tiles
4 Change the typeface of the type
5 6 7 8 within the tiles
5 Change the colour of the type
within the logo
6 Rotate the tiles
7 Change the shape of the tiles
8 Change the gradient directions
9 Change the colour of the tiles
10 Place the logo on backgrounds which are
9 10 11 12
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 22

For print For print

rav_diagonal_0_cmyk.eps rav_diagonal_-20_cmyk.eps
rav_diagonal_0_cmyk.jpg rav_diagonal_-20_cmyk.jpg
rav_diagonal_0_cmyk.tif rav_diagonal_-20_cmyk.tif

For screen For screen

rav_diagonal_0_rgb.eps rav_diagonal_-20_rgb.eps
rav_diagonal_0_rgb.jpg rav_diagonal_-20_rgb.jpg
rav_diagonal_0_rgb.tif rav_diagonal_-20_rgb.tif

For print For print

rav_vertical_-40_cmyk.eps rav_vertical_0_cmyk.eps
rav_vertical_-40_cmyk.jpg rav_vertical_0_cmyk.jpg
rav_vertical_-40_cmyk.tif rav_vertical_0_cmyk.tif

For screen For screen

rav_vertical_-40_rgb.eps rav_vertical_0_rgb.eps
rav_vertical_-40_rgb.jpg rav_vertical_0_rgb.jpg
rav_vertical_-40_rgb.tif rav_vertical_0_rgb.tif

For print For print

rav_horizontal_+20_cmyk.eps rav_horizontal_0_cmyk.eps
rav_horizontal_+20_cmyk.jpg rav_horizontal_0_cmyk.jpg
rav_horizontal_+20_cmyk.tif rav_horizontal_0_cmyk.tif

For screen For screen

rav_horizontal_+20_rgb.eps rav_horizontal_0_rgb.eps
rav_horizontal_+20_rgb.jpg rav_horizontal_0_rgb.jpg
rav_horizontal_+20_rgb.tif rav_horizontal_0_rgb.tif
Ravensbourne brand guide – Technical appendix 23

For print For print

rav_diagonal_0_grey.eps rav_diagonal_-20_grey.eps
rav_diagonal_0_grey.jpg rav_diagonal_-20_grey.jpg
rav_diagonal_0_grey.tif rav_diagonal_-20_grey.tif

For print For print

rav_vertical_-40_grey.eps rav_vertical_0_grey.eps
rav_vertical_-40_grey.jpg rav_vertical_0_grey.jpg
rav_vertical_-40_grey.tif rav_vertical_0_grey.tif

For print For print

For print For print
rav_horizontal_20_grey.eps rav_horizontal_0_grey.eps
rav_cmyk_right_withstrap.eps rav_cmyk_left_withstrap.eps
rav_horizontal_20_grey.jpg rav_horizontal_0_grey.jpg
rav_cmyk_right_withstrap.jpg rav_cmyk_left_withstrap.jpg
rav_horizontal_20_grey.tif rav_horizontal_0_grey.tif
rav_cmyk_right_withstrap.tif rav_cmyk_left_withstrap.tif

rav_grey_right_withstrap.eps rav_cmyk_left_withstrap.eps
rav_grey_right_withstrap.jpg rav_cmyk_left_withstrap.jpg
rav_grey_right_withstrap.tif rav_cmyk_left_withstrap.tif

For screen For screen

rav_rgb_right_withstrap.eps rav_rgb_left_withstrap.eps
rav_rgb_right_withstrap.jpg rav_rgb_left_withstrap.jpg
rav_rgb_right_withstrap.tif rav_rgb_left_withstrap.tif
Ravensbourne brand guide – Technical appendix 24

rav_diagonal_0_mono.eps rav_diagonal_-20_mono.eps

rav_vertical_-40_mono.eps rav_vertical_0_mono.eps

rav_horizontal_+20_mono.eps rav_horizontal_0_mono.eps
Ravensbourne brand guide – Contact 25


Your points of contact for any queries in

this manual are:

Jill Hogan
Head of Marketing and Communications
T +44 (0)20 3040 3500


Guillaume Richard
Marketing Manager
T +44 (0)20 3040 3500


Leese Johnstone
Communications Officer
T +44 (0)20 3040 3500