Guidelines for the

Aimhigher brand

Contents
01

Logo

02

Colour variations & file formats

03

Logo permutations Aimhigher main identifier

04

Logo descriptors

05

Logo permutations Information and guidance

06

Logo permutations Applying for a course

07

Logo permutations Student finance

08

Logo permutations Student life

09

Logo permutations Additional web address

10

Logo permutations Full endorsement

11

Logo Secondary descriptor

12

Exclusion zone and minimum size

13

Examples of bad practice

14

Colour palette

15

Typography

16

Applying the logo literature

17

A4 application

18

A5 application

19

1/3 A4 application

20

Website application

21

Applying the logo generic

22

Examples of application

Logo
The Aimhigher logo allows us to project an
instantly recognisable presence wherever
it is displayed.
The Aimhigher logo has been specially
drawn and should not be separated, recreated
or modified in any way. Always reproduce the
corporate mark from the master artwork.
The logo shown opposite is the main identifier
of the Aimhigher brand. The logo is available
in eight different colour variations and is
designed to be flexible in the way it can be
applied. The following page illustrates each
version and describes the criteria for their use.

01

Colour variations
& file formats
This version should be used on white backgrounds and
can also be used on lighter coloured backgrounds but
must be legible.

This version should be used on white backgrounds and

can also be used on lighter coloured backgrounds but
must be legible.

The master artwork for the logo is supplied on

CD ROM in EPS (Encapsulated PostScript),
JPEG (File Interchange Format) and TIFF
(Tagged Image File Format) file formats. The
files have been created using Apple Macintosh
systems.
EPS files are vector graphics format while
JPEG, TIFF are bitmap images.
Vector graphic files are made up of individual
scalable objects. These objects are defined
by mathematical equations rather than pixels.
Therefore, you can enlarge the artwork to any
size without any loss of quality.

This version can be used on any dark coloured

background but must be legible. Do not place it onto
colours that clash with the Aimhigher Turquoise.

This positive black version should only be used on

a white background. This version should only be used
if the job is being printed in black.

This version can be used on any dark coloured

background but the white box must stand out from
the background.

This version should only be used on a white background.

This version should only be used if the job is being printed
in black.

Bitmap images are made up of pixels. These

pixels are tiny dots of individual colour that
make up the image. The number of pixels
in a defined area gives you the resolution
of the image. Bitmap images are resolution
dependent, so its difficult to increase their size
without losing quality.
Bitmap images have a white background to
define the area of the image unlike vector
graphics files which have a transparent
background. This means that not all
permutations of the logo are available in JPEG
and TIFF formats. If you do use JPEG or TIFF
files, they should only be placed onto white
backgrounds and ideally used for
on-screen usage. All printed material should use
the EPS format.
The page opposite illustrates the different
permutations of the logo and how they can
be used.
The following pages show the file formats
available for the logo and their digital file names
so they can be easily located on the
CD ROM.

This negative version can be placed onto virtually any

background colour but should only be used if the job
is being printed in one colour.

This version should only be used on a black background.

This version should only be used if the job is being printed
in black.

02

Logo permutations
Aimhigher main identifier
The logos below can be located on the
CD ROM in the folder titled: AH
A (AH standard positive colour version)
Special colours:
AH_SND_POS_SPE.EPS

4 colour process:

AH_SND_POS_4COL.EPS

Websafe hexadecimal:

AH_SND_POS_HEX.EPS

RGB JPEG:

AH_SND_POS_RGB.JPEG

RGB TIF:

AH_SND_POS_RGB.TIF

B (AH boxed negative colour version)

Special colours:

AH_BOX_NEG_SPE.EPS

4 colour process:

AH_BOX_NEG_4COL.EPS

Websafe hexadecimal:

AH_BOX_NEG_HEX.EPS

RGB JPEG:

AH_BOX_NEG_RGB.JPEG

RGB TIF:

AH_BOX_NEG_RGB.TIF

C (AH standard negative colour version)

Special colours:

AH_SND_NEG_SPE.EPS

4 colour process:

AH_SND_NEG_4COL.EPS

Websafe hexadecimal:

AH_SND_NEG_HEX.EPS

D (AH boxed positive colour version)

E

Special colours:

AH_BOX_POS_SPE.EPS

4 colour process:

AH_BOX_POS_4COL.EPS

Websafe hexadecimal:

AH_BOX_POS_HEX.EPS

E (AH standard positive black version)

Positive black EPS:

AH_SND_POS_BLK.EPS

Positive black JPEG:

AH_SND_POS_BLK.JPEG

Positive black TIF:

AH_SND_POS_BLK.TIF

F (AH boxed negative version)

Negative black EPS:

AH_BOX_NEG.EPS

Positive black JPEG:

AH_BOX_NEG.JPEG

Positive black TIF:

AH_BOX_NEG.TIF

G (AH standard negative version)

Negative grayscale EPS:

AH_SND_NEG.EPS

H (AH boxed positive black version)

Positive black EPS:

AH_BOX_POS_BLK.EPS

03

Logo descriptors
The adoption of the Aimhigher brand by different
partner organisations will provide a familiar and
reassuring touchpoint for prospective students,
as they navigate their way through the different
steps into higher education. In order to help clarify
the role of the different partner organisations,
we have created some straightforward
descriptors which help flag up the particular
service being offered by that organisation.
Guidelines on which descriptors might be
relevant to your organisation are given below.
Information and guidance
Sources of information and where you can get
individual guidance on getting into university or
college and help with deciding what and where
to study.
This would be used by:
Schools, Colleges and Universities
Connexions
Aimhigher Coordinators
Aimhigher Campaign
Applying for a course
Information on the different courses and what
you need to do if you want to make an
application to go to University or College.
This would be used by:
UCAS
Colleges and Universities
Student finance
Information on official sources of loans and
grants available to students.
This would be used by:
LEAs
Student Loans Company
DfES individually and Student Support Direct
collectively
Student life
Information on clubs and societies, sport
and recreation, social life, accommodation,
childcare, counselling, finance and other welfare
services available at your University or College.
Please note: The descriptors should not be amended
or changed, as this might lead to confusion

This would be used by:

Colleges and Universities

04

Logo permutations
Information and guidance
The logos below can be located on the
CD ROM in the folder titled: IAG
A (IAG standard positive colour version)
Special colours:
IAG_SND_POS_SPE.EPS

4 colour process:

IAG_SND_POS_4COL.EPS

Websafe hexadecimal:

IAG_SND_POS_HEX.EPS

RGB JPEG:

IAG_SND_POS_RGB.JPEG

RGB TIF:

IAG_SND_POS_RGB.TIF

B (IAG boxed negative colour version)

Special colours:

IAG_BOX_NEG_SPE.EPS

4 colour process:

IAG_BOX_NEG_4COL.EPS

Websafe hexadecimal:

IAG_BOX_NEG_HEX.EPS

RGB JPEG:

IAG_BOX_NEG_RGB.JPEG

RGB TIF:

IAG_BOX_NEG_RGB.TIF

C (IAG standard negative colour version)

Special colours:

IAG_SND_NEG_SPE.EPS

4 colour process:

IAG_SND_NEG_4COL.EPS

Websafe hexadecimal:

IAG_SND_NEG_HEX.EPS

D (IAG boxed positive colour version)

E

Special colours:

IAG_BOX_POS_SPE.EPS

4 colour process:

IAG_BOX_POS_4COL.EPS

Websafe hexadecimal:

IAG_BOX_POS_HEX.EPS

E (IAG standard positive black version)

Positive black EPS:

IAG_SND_POS_BLK.EPS

Positive black JPEG:

IAG_SND_POS_BLK.JPEG

Positive black TIF:

IAG_SND_POS_BLK.TIF

F (IAG boxed negative version)

Negative black EPS:

IAG_BOX_NEG.EPS

Positive black JPEG:

IAG_BOX_NEG.JPEG

Positive black TIF:

IAG_BOX_NEG.TIF

G (IAG standard negative version)

Negative grayscale EPS:

IAG_SND_NEG.EPS

H (IAG boxed positive black version)

Positive black EPS:

IAG_BOX_POS_BLK.EPS

05
See page 11 for guidance on adding the Aimhigher web address.

Logo permutations
Applying for a course
The logos below can be located on the
CD ROM in the folder titled: AFAC
A (AFAC standard positive colour version)
Special colours:
AFAC_SND_POS_SPE.EPS

4 colour process:

AFAC_SND_POS_4COL.EPS

Websafe hexadecimal:

AFAC_SND_POS_HEX.EPS

RGB JPEG:

AFAC_SND_POS_RGB.JPEG

RGB TIF:

AFAC_SND_POS_RGB.TIF

B (AFAC boxed negative colour version)

Special colours:

AFAC_BOX_NEG_SPE.EPS

4 colour process:

AFAC_BOX_NEG_4COL.EPS

Websafe hexadecimal:

AFAC_BOX_NEG_HEX.EPS

RGB JPEG:

AFAC_BOX_NEG_RGB.JPEG

RGB TIF:

AFAC_BOX_NEG_RGB.TIF

C (AFAC standard negative colour version)

Special colours:

AFAC_SND_NEG_SPE.EPS

4 colour process:

AFAC_SND_NEG_4COL.EPS

Websafe hexadecimal:

AFAC_SND_NEG_HEX.EPS

D (AFAC boxed positive colour version)

E

Special colours:

AFAC_BOX_POS_SPE.EPS

4 colour process:

AFAC_BOX_POS_4COL.EPS

Websafe hexadecimal:

AFAC_BOX_POS_HEX.EPS

E (AFAC standard positive black version)

Positive black EPS:

AFAC_SND_POS_BLK.EPS

Positive black JPEG:

AFAC_SND_POS_BLK.JPEG

Positive black TIF:

AFAC_SND_POS_BLK.TIF

F (AFAC boxed negative version)

Negative black EPS:

AFAC_BOX_NEG.EPS

Positive black JPEG:

AFAC_BOX_NEG.JPEG

Positive black TIF:

AFAC_BOX_NEG.TIF

G (AFAC standard negative version)

Negative grayscale EPS:

AFAC_SND_NEG.EPS

H (AFAC boxed positive black version)

Positive black EPS:

AFAC_BOX_POS_BLK.EPS

06
See page 11 for guidance on adding the Aimhigher web address.

Logo permutations
Student finance
The logos below can be located on the
CD ROM in the folder titled: SF
A (SF standard positive colour version)
Special colours:
SF_SND_POS_SPE.EPS

4 colour process:

SF_SND_POS_4COL.EPS

Websafe hexadecimal:

SF_SND_POS_HEX.EPS

RGB JPEG:

SF_SND_POS_RGB.JPEG

RGB TIF:

SF_SND_POS_RGB.TIF

B (SF boxed negative colour version)

Special colours:

SF_BOX_NEG_SPE.EPS

4 colour process:

SF_BOX_NEG_4COL.EPS

Websafe hexadecimal:

SF_BOX_NEG_HEX.EPS

RGB JPEG:

SF_BOX_NEG_RGB.JPEG

RGB TIF:

SF_BOX_NEG_RGB.TIF

C (SF standard negative colour version)

Special colours:

SF_SND_NEG_SPE.EPS

4 colour process:

SF_SND_NEG_4COL.EPS

Websafe hexadecimal:

SF_SND_NEG_HEX.EPS

D (SF boxed positive colour version)

E

Special colours:

SF_BOX_POS_SPE.EPS

4 colour process:

SF_BOX_POS_4COL.EPS

Websafe hexadecimal:

SF_BOX_POS_HEX.EPS

E (SF standard positive black version)

Positive black EPS:

SF_SND_POS_BLK.EPS

Positive black JPEG:

SF_SND_POS_BLK.JPEG

Positive black TIF:

SF_SND_POS_BLK.TIF

F (SF boxed negative version)

Negative black EPS:

SF_BOX_NEG.EPS

Positive black JPEG:

SF_BOX_NEG.JPEG

Positive black TIF:

SF_BOX_NEG.TIF

G (SF standard negative version)

Negative grayscale EPS:

SF_SND_NEG.EPS

H (SF boxed positive black version)

Positive black EPS:

SF_BOX_POS_BLK.EPS

07
See page 11 for guidance on adding the Aimhigher web address.

Logo permutations
Student life
The logos below can be located on the
CD ROM in the folder titled: SL
A (SL standard positive colour version)
Special colours:
SL_SND_POS_SPE.EPS

4 colour process:

SL_SND_POS_4COL.EPS

Websafe hexadecimal:

SL_SND_POS_HEX.EPS

RGB JPEG:

SL_SND_POS_RGB.JPEG

RGB TIF:

SL_SND_POS_RGB.TIF

B (SL boxed negative colour version)

Special colours:

SL_BOX_NEG_SPE.EPS

4 colour process:

SL_BOX_NEG_4COL.EPS

Websafe hexadecimal:

SL_BOX_NEG_HEX.EPS

RGB JPEG:

SL_BOX_NEG_RGB.JPEG

RGB TIF:

SL_BOX_NEG_RGB.TIF

C (SL standard negative colour version)

Special colours:

SL_SND_NEG_SPE.EPS

4 colour process:

SL_SND_NEG_4COL.EPS

Websafe hexadecimal:

SL_SND_NEG_HEX.EPS

D (SL boxed positive colour version)

E

Special colours:

SL_BOX_POS_SPE.EPS

4 colour process:

SL_BOX_POS_4COL.EPS

Websafe hexadecimal:

SL_BOX_POS_HEX.EPS

E (SL standard positive black version)

Positive black EPS:

SL_SND_POS_BLK.EPS

Positive black JPEG:

SL_SND_POS_BLK.JPEG

Positive black TIF:

SL_SND_POS_BLK.TIF

F (SL boxed negative version)

Negative black EPS:

SL_BOX_NEG.EPS

Positive black JPEG:

SL_BOX_NEG.JPEG

Positive black TIF:

SL_BOX_NEG.TIF

G (SL standard negative version)

Negative grayscale EPS:

SL_SND_NEG.EPS

H (SL boxed positive black version)

Positive black EPS:

SL_BOX_POS_BLK.EPS

08
See page 11 for guidance on adding the Aimhigher web address.

This web address is the Aimhigher portal where

students can get information on higher education.
A

Logo permutations
Additional web address
The logos below can be located on the
CD ROM in the folder titled: WEB
A (WEB standard positive colour version)
Special colours:
WEB_SND_POS_SPE.EPS

4 colour process:

WEB_SND_POS_4COL.EPS

Websafe hexadecimal:

WEB_SND_POS_HEX.EPS

RGB JPEG:

WEB_SND_POS_RGB.JPEG

RGB TIF:

WEB_SND_POS_RGB.TIF

B (WEB boxed negative colour version)

Special colours:

WEB_BOX_NEG_SPE.EPS

4 colour process:

WEB_BOX_NEG_4COL.EPS

Websafe hexadecimal:

WEB_BOX_NEG_HEX.EPS

RGB JPEG:

WEB_BOX_NEG_RGB.JPEG

RGB TIF:

WEB_BOX_NEG_RGB.TIF

C (WEB standard negative colour version)

Special colours:

WEB_SND_NEG_SPE.EPS

4 colour process:

WEB_SND_NEG_4COL.EPS

Websafe hexadecimal:

WEB_SND_NEG_HEX.EPS

D (WEB boxed positive colour version)

E

Special colours:

WEB_BOX_POS_SPE.EPS

4 colour process:

WEB_BOX_POS_4COL.EPS

Websafe hexadecimal:

WEB_BOX_POS_HEX.EPS

E (WEB standard positive black version)

Positive black EPS:

WEB_SND_POS_BLK.EPS

Positive black JPEG:

WEB_SND_POS_BLK.JPEG

Positive black TIF:

WEB_SND_POS_BLK.TIF

F (WEB boxed negative version)

Negative black EPS:

WEB_BOX_NEG.EPS

Positive black JPEG:

WEB_BOX_NEG.JPEG

Positive black TIF:

WEB_BOX_NEG.TIF

G (WEB standard negative version)

Negative grayscale EPS:

WEB_SND_NEG.EPS

H (WEB boxed positive black version)

Positive black EPS:

WEB_BOX_POS_BLK.EPS

09

Logo permutations
Full endorsement
The logos below can be located on the
CD ROM in the folder titled: FULL
A (FULL boxed negative colour version)
Special colours:

FULL_BOX_NEG_SPE.EPS

4 colour process:

FULL_BOX_NEG_4COL.EPS

Fullsafe hexadecimal:

FULL_BOX_NEG_HEX.EPS

RGB JPEG:

FULL_BOX_NEG_RGB.JPEG

RGB TIF:

FULL_BOX_NEG_RGB.TIF

B (FULL boxed positive colour version)

Special colours:
C

FULL_BOX_POS_SPE.EPS

4 colour process:

FULL_BOX_POS_4COL.EPS

Fullsafe hexadecimal:

FULL_BOX_POS_HEX.EPS

C (FULL standard positive black version)

Positive black EPS:

FULL_SND_POS_BLK.EPS

Positive black JPEG:

FULL_SND_POS_BLK.JPEG

Positive black TIF:

FULL_SND_POS_BLK.TIF

D (FULL boxed negative version)

Negative black EPS:

FULL_BOX_NEG.EPS

Positive black JPEG:

FULL_BOX_NEG.JPEG

Positive black TIF:

FULL_BOX_NEG.TIF

E (FULL standard negative version)

Negative grayscale EPS:

FULL_SND_NEG.EPS

F (FULL boxed positive black version)

Positive black EPS:
E

FULL_BOX_POS_BLK.EPS

10

Logo
Secondary descriptor & website

(fig.1)

It may be that you need to identify a specific

application of the Aimhigher brand through the
use of a secondary descriptor (fig.1), and/or
a reference to the student portal or your own
website. A reference to your website may
also appear in combination with the four
primary descriptors.
The guidelines shown here will enable you to
create your own artwork.

(fig.2)

The typeface Verdana should be used for the

descriptor and website address. This should be
used in its original form and not modified in any
way. The example opposite (fig.1) shows the
relative positioning and size of the descriptor.
(fig.2) illustrates a few possible descriptors
which may be used.The standard or boxed
version of the logo can be used.
The example opposite (fig.3 and fig.4) shows
the relative positioning and size of the website
address. The standard or boxed version of the
logo can be used.
It does not matter what size the logo and
additional descriptor and website are created
because they are proportional.

www.webaddress.co.uk
(fig.3)

Should you wish to employ an alternative

secondary descriptor or your own website
address this must be approved by the
Department for Education and Skills.
Please contact Barry Duffy by email at
barry.duffy@dfes.gsi.gov.uk
These bespoke logos should be developed
by the design division within the relevant
organisation the logo should be created in
Adobe Illustrator.

www.webaddress.co.uk
(fig.4)

11

Exclusion zone
and minimum size
So that the logo always appears prominently,
there should always be a clear area around the
mark as shown. No other element should be
allowed to infringe this clear space. It can be
calculated by taking the height of the A in the
Aimhigher logo and applying it all around the
mark (see examples opposite).
25mm

To ensure that the logo is always legible, it

should never be reproduced below a minimum
size of 25mm in width. This measurement is
taken from the beginning of the A to the
end of last dot in Aimhigher.... The boxed
version should never be reproduced below
a minimum size of 40mm in width.
All dimensions shown are in millimetres.

25mm

40mm

12

Examples of
bad practice
It is important that the Aimhigher logo is always
used consistently and considerately.
Do not print the mark against cluttered or
complicated backgrounds
Keep the exclusion zone clear
Do not reduce the mark to sizes smaller than
the stipulated minimum (25mm in width for
the un-boxed version and 40mm in width for
the boxed version)
Do not condense or expand the
corporate mark in any way

Do not change the colours of the

corporate mark

Do not use the corporate mark

at an angle

Do not place the corporate mark on

similar coloured backgrounds

Do not place the corporate mark on

busy backgrounds

Do not use the negative version on

light backgrounds

Always reproduce the corporate mark from

master artwork

13

Colour palette
Colours are an important and distinctive part
of our brand identity. When used correctly they
can help to create a unique and impactful
visual system.
The Aimhigher colours for the main
identifier are Dark Purple (Pantone 269)
and Turquoise (Pantone 320).

Printing in special colours

Printing in four-colour process

RGB for on screen usage

Websafe hexadecimals

Paint and vinyl usage

Pantone 269

C85 M100 Y0 K40

R51 G0 B51

#330033

Match to Pantone

Pantone 320

C100 M0 Y30 K0

R0 G153 B153

#009999

Match to Pantone

Aimhigher descriptors
The Aimhigher descriptor logos use
Pantone 269 in conjunction with the
appropriate secondary colour:
information and guidance uses
Pantone 130
applying for a course uses
Pantone Process Cyan

Pantone 130

C0 M30 Y100 K0

R255 G153 B0

#FF9900

Match to Pantone

student finance uses

Pantone Process Magenta

Pantone Process Cyan

C100 M0 Y0 K0

R0 G153 B255

#0099FF

Match to Pantone

student life uses Pantone 369

Pantone Process Magenta

C0 M100 Y0 K0

R204 G0 B204

#CC00CC

Match to Pantone

Pantone 369

C65 M0 Y100 K0

R51 G153 B0

#339900

Match to Pantone

Other than special colours, the logo artwork is

also available in four-colour process, RGB and
websafe hexadecimals. If you intend using
paint or vinyl film, then the colours should be
matched to the Pantone reference. The chart
opposite shows the relevant information for all
colour usage.
Colour declaration
The colours on this page and throughout the
guidelines have been printed using a digital
printing press and are not intended to match
the PANTONE standard. Always use Pantone
swatches as the most reliable match for colour.
The PANTONE MATCHING SYSTEM is
a worldwide printing, publishing and packaging
language for the selection, marketing and
control of colour. PANTONE is a registered
trademark of Pantone, Inc.

14

Typography
We understand that the partner brands will also
have their own guidelines and should retain
their existing look and feel. In the case that
you do not have a specified typeface, we
strongly recommend you use Verdana.
Verdana is a modern and clean sans serif
typeface that works well with the Aimhigher
logo. Verdana is also a system font available
on Mac and PC, so this means it will also be
available for all on-screen presentations.
This standard typeface should not be modified
in any way and standard settings should always
be used unless stated otherwise.
The typefaces shown on this page have been
created using Apple Macintosh systems and
Adobe fonts. Typefaces can vary from one
system to another, so when specifying them,
take care to match the examples shown as
closely as possible.

15

Applying the logo

Literature
Illustrated opposite are examples of how the
Aimhigher logo will be commonly used on
literature. The preferred solution is to position
the logo from the left-hand side of the document
(fig.1). However, this may not always be
possible due to other graphic elements being
positioned in that area. The other alternative is
to place the logo from the right-hand side of the
document (fig.2).

(fig.1)

There is no preference on which logo you

should use any one of the eight different
permutations can be applied. It is dependent
on the type of background the logo is being
positioned on. Applying the logo is as much
a matter of common sense as it is good
design judgement.

The logo is applied in a specific position

and size. These rules apply to both the front
and back of documents. For example, you may
want to use the standard Aimhigher logo on the
front cover and then apply the full endorsement
to the back cover. The following pages show
this system being applied to different formats;
A4, A5 and 1/3 A4. These sizes are most
frequently used in marketing communications.
If you are applying the logo to a piece of
literature that is not one of these specified sizes,
then the one with the closest overall dimensions
should be used.

(fig.2)

16

A4 application
This page gives the specifications
for positioning the Aimhigher logo onto
A4 documents. The illustration opposite
shows the bottom section of the document.
The logo should be positioned 12mm from the
bottom and left-hand side. If for some reason
it cannot be placed here, then it can be
aligned from the right-hand side, following
the same rules. However, if there are other
graphic elements that already have a defined
position, then the logo can be aligned with
these. The logo can also move vertically
or horizontally along to align with other
graphic elements.
12mm
12mm

42mm

(fig.1)

To illustrate this example we have used the

AFAC standard positive colour version (fig.1)
and AFAC boxed negative colour version
(fig.2). The same rules apply to each
permutation of the Aimhigher logos.
To ensure that the logo is always consistent
over a range for different materials, we have
specified a fixed size for general endorsements.
These rules apply to both front and back covers
of documents.
If you are using any of the standard logos, then
this measurement is 42mm across the width of
the logo. This measurement is taken from the
beginning of the A to the end of last dot in
Aimhigher... (fig.1). If you are positioning the
logo from the right-hand side, then the end of
the last letter in the descriptor should sit 12mm
from the edge of the document.
If you are using any of the boxed logos, then
this measurement is 65mm across the width of
the box (fig.2).

12mm
12mm

65mm

(fig.2)

17

A5 application
This page gives the specifications
for positioning the Aimhigher logo onto
A5 documents. The illustration opposite
shows the bottom section of the document.
The logo should be positioned 12mm from the
bottom and left-hand side. If for some reason
it cannot be placed here, then it can be
aligned from the right-hand side, following
the same rules. However, if there are other
graphic elements that already have a defined
position, then the logo can be aligned with
these. The logo can also move vertically
or horizontally along to align with other
graphic elements.

12mm
12mm

38.5mm

(fig.1)

To illustrate this example we have used the

ING standard positive colour version (fig.1) and
ING boxed negative colour version (fig.2). The
same rules apply to each permutation of the
Aimhigher logos.
To ensure that the logo is always consistent
over a range for different materials, we have
specified a fixed size for general endorsements.
These rules apply to both front and back covers
of documents.
If you are using any of the standard logos, then
this measurement is 38.5mm across the width
of the logo. This measurement is taken from the
beginning of the A to the end of last dot in
Aimhigher... (fig.1). If you are positioning the
logo from the right-hand side, then the end of
the last letter in the descriptor should sit 12mm
from the edge of the document.
If you are using any of the boxed logos, then
this measurement is 60mm across the width of
the box (fig.2).

12mm
12mm

60mm

(fig.2)

18

1/3 A4 application
This page gives the specifications
for positioning the Aimhigher logo onto 1/3
A4 documents. The illustration opposite
shows the bottom section of the document.
The logo should be positioned 12mm from the
bottom and left-hand side. If for some reason
it cannot be placed here, then it can be
aligned from the right-hand side, following
the same rules. However, if there are other
graphic elements that already have a defined
position, then the logo can be aligned with
these. The logo can also move vertically
or horizontally along to align with other
graphic elements.

12mm
12mm

35.5mm

(fig.1)

To illustrate this example we have used the

AH standard positive colour version (fig.1) and
AH boxed negative colour version (fig.2). The
same rules apply to each permutation of the
Aimhigher logos.
To ensure that the logo is always consistent
over a range for different materials, we have
specified a fixed size for general endorsements.
These rules apply to both front and back covers
of documents.
If you are using any of the standard logos, then
this measurement is 35.5mm across the width
of the logo. This measurement is taken from the
beginning of the A to the end of last dot in
Aimhigher... (fig.1). If you are positioning the
logo from the right-hand side, then the end of
the last letter in the descriptor should sit 12mm
from the edge of the document.

12mm
12mm

55mm

(fig.2)

If you are using any of the boxed logos, then

this measurement is 55mm across the width of
the box (fig.2).

19

Website application
The Aimhigher logo is used on websites to
endorse each particular site and also give
a reassuring touchpoint for people who have
left the Aimhigher site.
It would be impossible to specify a size and
position for the logo to be used each site is
entirely different, so the logo placement must
be individually considered by the designer.
Our preferred version of the logo for web
application is: WEB_BOX_NEG_HEX.EPS
This gives the logo prominence because it is
contained within the boxed shape. You should
use a version of the logo which includes the
www.aimhigher.gov.uk web address.
The logo needs to be prominent and legible at
all times so be careful about the background
on which it appears.

20

Applying the logo

Generic
4X

1X

1X

1X

1X

There are a number of potential applications

where the Aimhigher logo could be used other
than literature and websites. It would be
impossible to give specifications on what
size and positioning the logo should appear.
The size of the logo is entirely up to the
designer to decide and will depend on the
size of the format with consideration being
given to exclusion zones and minimum size.
Do note that the logo should not be duplicated
too many times within the same area, no matter
the size of the application. Less is more.
A useful rule of thumb is based on a system of
using X for its measurement. Take the width of
the product and divide it into 4 equal parts. This
will give you a measurement of 4X. The width of
the logo should be equal to 1X.

21

Examples of
application
The following pages show examples of the
Aimhigher logo in application.

22