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.
2

2 Brand essence

At the heart of our identity is our essence, encapsulated in the phrase ‘Creating Space to Grow’. This is not only about the Kew organisation, but also about the people who have contact with it and its work. Escape. Enrich. Enlighten. Enjoy. These are at the core of what we’re about. We represent the opportunity to escape from everyday worries, enrich the mind in a beautiful place, become enlightened about the natural world and, not least, enjoy ourselves in a unique environment. These are the benefits that everyone who engages with Kew can hope to experience. The focus of our identity is on science and conservation. To help communicate this we have created a consumer facing strapline – Plants People Possibilities. It defines what the brand stands for, ensuring consistency and credibility for all our key stakeholders and acting as an anchor for all communications and activities around the brand.

3

3 Our values

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

4

3.1 Scientific endeavour

5

3.1 Scientific endeavour
It is through our scientific research that we achieve our goals, find solutions and establish new thinking. Our research focuses mainly on our collections of plants, both living and preserved, and scientific literature. Research, 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.

6

3.2 Conservation

7

3.2 Conservation
We are committed to the ongoing support of conservation and sustainable use of plant resources. Our unrivalled living collections represent a resource for botanical science worldwide, whether for pure scientific purposes or economic potential. Most importantly, 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.

Working in partnership to save plants and ensure their future.

8

3.3 Beauty

9

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

Revealing the beauty and diversity of Kew and the plant world and making it available to all.

10

3.4 Inspiring learning

11

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

Opening up and making available our knowledge about the importance of plants in an accessible way.

12

4 Branding overview

1. Masterbrand logo
The Kew logo is the most important element of our visual identity. 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.

2.Wakehurst Place Masterbrand logo
Kew at Wakehurst is the identity for Wakehurst Place, Kew’s sister site.

3. Primary strapline
Kew’s primary strapline is an important way of summarising how we want people to view their relationship with Kew. It translates our mission into a simple, consumer facing line. 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. These rules are shown in section 6.

4. 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. It is important that it does not compete with Plants People Possibilities as it is not our strapline, but it should be used wherever we are explaining our science and conservation work or asking people for their financial support. There are rules explaining how this is done in section 7.

Saving the world’s plants for life

13

5. Sub-brand logos
These have been created as some Kew divisions benefit from clearly communicating their purpose, but still need to be perceived as part of the Kew family. There are seven which have been agreed with the Marketing team.

Example of one of the sub-brand logos

6. Royal Crest and Partnership logos
There are specific rules when these can and should be used. See section 9.

14

5 Logo application
The Kew identity comprises a family of logos that are used on all communication materials. They all have similar characteristics so as to enhance the family feel. There is a hierarchy and logic to how they should be used and their relationships with each other. The diagrams and schematics on the following pages illustrate the principles of usage. If you have any queries please contact Media Resources.

5.1 Kew Masterbrand

Kew Masterbrand logo
This is the most important visual representation of Kew. It is Kew’s leading icon. It is for the whole organisation incorporating all sites, projects and companies. Only with consistent and considered application, will the Kew logo be a powerful asset for the continued development of the brand. 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). Note: there are 2 exceptions to this which are, 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.

Clear space
For greater visual impact the masterbrand logo should be given generous clear space around it. The masterbrand logo should never be enclosed in a box or other graphic to make it stand out. Shown here is the minimum clear space that should surround the logo.

0.5X 0.5X

X
0.5X

0.5X 0.5X

15

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

16

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

17

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.

18

6.1 Improving emphasis and legibility

There are 2 variations of application of the strapline which can be employed. 1. Where there is limited vertical space for the Kew masterbrand and strapline, such as some overhead signage areas, shelf edges, book spines for Kew Publishing or merchandise items such as pencils.

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. If this is not possible it must be agreed with Media Resources.
X X

2. If the strapline is impaired or would be compromised by its application, for example items which are not always viewed at close quarters, such as carrier bags, signage and livery, some digital media or staff uniforms, the strapline can be removed from the Masterbrand, but must be included on the design.

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.

Maximum size in relation to Kew logo
X X

Y

2Y

Minimum size in relation to Kew logo

19

6.2 Example of application with increased emphasis

20

6.3 Example of improving legibility

21

7 Causal message
Applies to Kew Masterbrand, Kew at Wakehurst Masterbrand and Kew Sub-brands.

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. In order to be communicated effectively the following guidance should be applied: • It should be used in the following types of communication: - Where we are talking about Kew’s work and using the line to summarise why it is important. - Where we are emphasising Kew as a cause to be supported. - Where we are asking people to make a financial contribution to Kew in whatever context. 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. 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. It can be used as a header, a sign off at the end of a sentence or within a paragraph. 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, up to 110% of the surrounding
copy, to draw the eye to it. See examples for guidance.

22

7.1 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.

Saving the world’s plants for life
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo un dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consetetur. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat, 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, min dh consectetuer adipiscing elit, sed diam mndh nonummy nibh euismod tincidunt ut l. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.

01

The message can also be used as a headline - eg. on a poster or front cover.

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

7.2 Examples of uses as a sign off

When used in Perpetua on a dark background, the message can be highlighted in bold.

Introduction
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo un dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consetetur. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat, 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, min dh consectetuer adipiscing elit, sed diam mndh nonummy nibh euismod tincidunt ut l. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo. Sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod.

Despite our reliance on plants, we are at a crisis point. It is thought that 60,000 to 100,000 plant species are under threat. the root causes of these threats are difficult to control and include human population growth and socioeconomic factors. Consequently Kew's scientists are involved in a number of initiatives worldwide. Saving the world’s plants for life.

24

7.3 Examples of use within body copy

When the body copy is in Frutiger the message should be highlighted in bold, enlarged by 110 % and picked out in Kew Mid Green or another colour appropriate to the design.

Introduction
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo un dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consetetur. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et iusto et di se. Despite our reliance on plants, we are at a crisis point. It is thought that 60,000 to 100,000 plant species are under threat. the root causes of these threats are difficult to control and include human population growth and socioeconomic factors. That is why Kew is working on a number of initiatives, focussed on saving the world’s

plants for life.
Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo.

01

25

7.4 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. It should not be used as sign off at the bottom of a poster. The causal message should never appear without relevant copy.

Saving the

world’s plants for life

3 – 24 September 2006
Opening times 9am – 6pm Mon – Sat For tickets call 000 0000 0000

26

8 Kew sub-brands
8.1 Logos

Kew has an increasing amount of commercial divisions which can benefit from having their own logos to help simplicity of communication. 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. There are rules for when the Kew Masterbrand and the sub-brand logos should be used are on the following page.

note: to be confirmed by Friends and Foundation board

This is the current suite of sub-brand logos. These should not be added to without consultation with the Marketing team.

27

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. Examples are provided below, 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. As a general rule of thumb: • The Masterbrand logo is to be used on all general Kew material. It should be used on all marketing material and advertising activities held at Kew.

eg. stationery, leaflets, guides, maps, annual reports, ticketing, advertising, promotions, web site and all material relating to festivals such as; Orchids, Chihuly at Kew and specific ticketed activities available to the general public eg. Summer Swing. • The sub-brand logos should be used on material specific to that divisions activity only.

‘Kew events and ‘Kew publishing’ sub-brands should be used on specific material promoting these activities. ‘Kew shopping’ and ‘Kew flavour’ should also be used within their specific environments on signage and materials.

28

9 Royal Crest and partnership logos
9.1 Royal Crest
Kew’s portfolio of logos can be endorsed, where fitting, by the Royal Crest.

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. 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. If only one logo is used then this must be one of the Masterbrand logos. It cannot be used on third party communications or web sites. On these occasions write the words “Royal Botanic Gardens, Kew”

This version can be used on material which is specific to Kew Gardens.

X X

Clear space
Shown here is the minimum clear space that should surround the Royal Crest. It should never be enclosed in a box or another graphic.

X
X X

Colour variants
The Royal Crest should appear in the grey or black only. However on dark backgrounds it should appear in white out.
Grey (four colour or solid) White out Solid black

Size
There are two versions of the Royal Crest. The normal minimum size it should appear is 22.5mm. However there is a separate ‘small use’ version, which should only be used in specific cases, e.g. business cards.

22.5mm

29

9.2 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.

Kew Masterbrand
For all Kew material (with the exception of Wakehurst Place material) the masterbrand logo should always be given prominence. The Royal Crest is an optional endorsement which can appear at the bottom or on the reverse of materials. It should never be larger than the masterbrand. When the Royal Crest is used on material which is Kew Gardens specific the ‘World Heritage’ version can be used.

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. It should never be larger than the masterbrand.
Option A Option B Reverse

30

9.3 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. This is comprised of its own symbol together with the letterforms used across other Kew logos. It should not be used in conjunction with any other Kew logo, including Kew at Wakehurst.

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. Shown here is the minimum clear space that should surround the logo.

0.5X 0.5X

X
0.5X

Colour variants
A range of colour variants have been created for use. Where possible the full colour version should be used. However, on dark backgrounds the white out version should be used. There is also a solid black version which is not illustrated here. Other than that exception the logo should always appear as one of the colour variants shown here.

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.
17mm

31

9.4 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.

Millennium Seed Bank funding partners’ logos Funding Partners
When using the MSBP logo, its two supporting partners’ logos should always be included as endorsements to the Project. They should always appear horizontally in the order illustrated.

Clear space
Shown here is the minimum clear space that should surround and lie between both logos.

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.

Size
The Millennium Commission logo should never be greater than the height of the ‘ew’ from the MSBP logo. The Wellcome Trust logo will always cover 60% the area of the Millennium Commission logo. This proportion should remain consistent on all materials.

X

X

0.5X

Minimum size
The Millennium Commission logo should never be less than 9mm high with the height of the Wellcome Trust logo remaining proportional. However in certain circumstances, e.g. business cards, a size that is legible must be used.
9mm

32

9.5 Using the logos – Sponsors’ logos

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

33

9.6 Logos for retail and licensing
All items for resale have a unique set of logos and rules. See Media Resources for details.

Merchandising
The merchandising logos consist of the same letterforms used across Kew’s family of logos.

34

10 Colours
Colour is an exceptionally strong visual cue as to what a brand is about. Kew has deliberately chosen green to represent its natural heritage and we should be ensuring this is reflected throughout our communications. There are three greens within the core palette. Our secondary colour palette is used to compliment and add interest to our core palette. Examples of how to apply both are shown on the next few pages. The core and secondary palette colours apply to Kew, Kew at Wakehurst and Kew sub-branded materials.

10.1 Kew's core and secondary palettes
Below is Kew's full palette. Whilst the three greens form the core 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).

Core greens
The Kew mid green in its solid state should be the prominent green across all front line promotional materials eg. posters, leaflet covers, etc, unless the photography used has a prominence of green which approximates the mid green. The light and dark green, as well as secondary colours can be used as accents to the above. See examples later in the section.

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%, 40% and 60% tints of all the Kew colours can be used. When checking matching colours, please refer to a Pantone colour guide.

35

10.2 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, especially on front covers. Consideration should be given to all the graphic, photographic and typographic opportunities to create the predominance of green as a key element of the Kew visual style. Using photography, images can be enhanced to increase the impact of green. The following examples help to demonstrate these options.

Full bleed examples where images are predominantly green

36

10.2 Use of colour on Kew material

Use of Kew greens
Where there is less green in the image, then text can be applied in green to increase the predominance of green.

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

10.2 Use of colour on Kew material

Use of colour in advertising
For external advertising only the Kew colour palette should be considered first, however if the design concept fundamentally supports an alternative colour this can be considered. See following examples.

Christmas

Sparkle

at Kew Gardens

26 November 2005 – 2 January 2006

This winter at Kew; • It is your last chance to see the stunning Gardens of Glass: Chihuly at Kew exhibition, 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

10.2 Use of colour on Kew material

Use of secondary palette colours
The secondary palette colours can be used within the composition, particularly for non-front cover design. For front covers green should remain the predominant colour supported by the Kew secondary palette colours. See following examples.

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. Large amount of green in image provides predominance of core green with headline type as secondary accent in purple. Image is mostly green therefore a panel of pantone 153 is used to introduce 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. 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. If the material is predominantly on the Kew Gardens site then ideally it should be led by the Kew colour palette.

41

11 Typography
All materials produced by Kew should use a consistent set of typefaces, Kew has three. If you have any queries please contact Media Resources.

Perpetua and Frutiger are the two typefaces to be used for all Kew material (with the exception of design specifically for children, when Sassoon is used) The general principle for Kew’s typography is to consider both balance and contrast in all designs. The modern, classic, sans serif character of Frutiger – providing a clean, fresh look to help communicate the ‘new Kew’, the unexpected contemporary attractions at Kew balanced with the traditional, elegant, classic, serif typeface of Perpetua.

Headings
The default typeface for headings is Perpetua.

Title
bodycopy
children

Body copy
Frutiger should be used for all body copy. Perpetua can be used for larger sizes of copy or where a more elegant, classic look and feel is desired.

Sassoon
Specially designed for children, Sassoon is a lively, fun typeface that retains a high level of legibility. It should be used for both titles and body copy on children’s materials.

42

12 Imagery
Imagery is very powerful in communicating a brand personality. It is important to pick a style of both photography and illustration which captures they way we would like Kew to be conveyed. The following guidelines should be used by anyone commissioning or taking photography for use in Kew communications.

12.1 Photography
One or more of the following three principles Natural, Inspiring and Dynamic should to apply to all Kew photography. 1. Natural – not staged, uncontrived, not posed, ordinary people 2. Inspiring – activities, engaging, telling a story, capturing a moment, drawing you in 3. Dynamic – fresh perspective, well cropped, leads the eye, depth of field, visually layered, rich and vivid Kew’s photography is divided into a further three subject categories – Theatre, Essay and Detail. These are covered in detail on the following pages.

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, this can be incorporated into a specific photography brief, for discussion with Marketing.

43

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

Theatre
Scale and beauty

44

12.1 Photography

Essay
Natural, engaging with a human aspect, interaction discovery and enjoyment.

45

12.1 Photography

Detail
Close-up, intrigue and beauty that people experience – shape, colours and texture of the natural world

46

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

12.2 Illustration

Representative
• Sketchy • Artistic • Spontaneous

Natural
• Crafted • Classical • Soft

Botanical
• Technical • Illustrative • Detailed

48

13 Composition-putting it all together
13.1 Heading and brand hierarchy
Applies to Kew Masterbrands and Kew Sub brands.

With the exception of corporate stationery, the Kew logos should be positioned top left or bottom right, with the main heading type in the opposite corner. Generally the logo will lead and is positioned top left. However, if the headline/proposition is considered to be the lead message, i.e. the reading hierarchy is heading first, followed by logo; the logo can be positioned bottom right. For example ‘Get together at Kew, with Kew events as an endorsement bottom right (i.e. as for the advertising led Festival promotion material). The exception to the above primary applications are: • Where image restricts or defines the position of the text and logos.

2006

Get together

at Kew

2006

Hospitality and entertaining
Kew events branding leads descriptive heading Call to action/sales proposition leads, endorsed by Kew events logo.

49

13.1 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. In these examples the name of the activity/festival or the campaign title is the primary message. On DL leaflets, this message should always include the word Kew, eg. Summer Swing at Kew.

Christmas

Sparkle

at Kew Gardens

26 November 2005 – 2 January 2006

This winter at Kew; • It is your last chance to see the stunning Gardens of Glass: Chihuly at Kew exhibition, 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.kew.org for details

50

13.1 Heading and branding hierarchy

Examples of hierarchy on advertising material

Inspiring Art
A vivid display of 250,000 orchids and their influence on art and design at Kew Gardens from 4 February to 5 March 2006.
Visit www.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. 51

13.1 Heading and branding hierarchy

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

Kew’s Country Garden

Welcome

52

13.1 Heading and branding hierarchy

Use of Masterbrand logo on 48 sheet ads
When creating a 48 sheet ad for Kew, it is very important that the logo is visible from a distance and must be seen by drivers as they pass by. Branding should be reiterated in the messaging of the advert using ‘Kew Gardens’ in the copy. Text on 48 sheet ads should be kept to a minimum (around eight words) to enable the message to be read.

Kew full colour logo
When using the full colour version of the Kew logo, the placement positions to use are the bottom right hand corner or the top left corner of the ad. 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).

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 - 6096mm). Again, ‘Kew Gardens’ should appear in the copy to aid Kew branding.

53

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

13.3 Composition with multiple images, gridded images and cut outs

Application of cut outs
Where the image lends itself, cut-outs should be encouraged. They should be used against a white background, not green. On front covers, cut-outs should be dynamically cropped and balanced with type and logos. Inside brochures or leaflets they should break out of the grid to add variety and scale to a layout.

Introduction
Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et doloredgdg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duoddsaaw dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore dg magna aliquyam erat, sed diam voluptua. At vero eos et accusam et justo duo un dolores et ea rebum. Sanctus est Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consetetur. Sanctus est Lorem ipsum dolor sit amet Duis autem vel eum iriure dolor in mku hendrerit in vulputate velit esse molestie consequat, 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, min dh consectetuer adipiscing elit, sed diam mndh nonummy nibh euismod tincidunt ut l. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo. Sanctus est Lorem ipsum dolor sit amet. Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod.

Planning your day

Finding your way around

Shopping and refreshments

Discover Kew
August – September 2006
01

56

13.3 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, multiple images can be used to add variety or demonstrate breadth. Images to be applied as multiple images should be carefully considered to ensure they are clearly legible. Avoid the use of broad landscape shots and distant images of people. Only use clear close up shots eg. details of plants and people. 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.

Do NOT use boxed images.

A festival of colour
Visit Kew Gardens this autumn

57

13.3 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. Cut outs should only be used against white background.

Do NOT use separate boxed images. Multiple images should be positioned together, butted against each other, possibly with a fine white keyline

58

14 Environmental care
All printed material should be produced using environmentally friendly methods as much as possible. We aim to use recycled and where possible, uncoated paper, and work with print companies who have suitable environmental accreditation. Designs should be created specifically to look good on recycled, uncoated paper, while print runs and locality of print companies should also be considered to reduce the carbon foot print.

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, Carbon neutral status • ISO 14001 • EMAS (European Ecomanagement & Audit Scheme) • WPA (Waterless Printing Association)

59

Sign up to vote on this title
UsefulNot useful