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Publicado: 24 de julio de 2012
Identity guidelines – fourth edition
April 2010
02
Contents
Introduction 03 Typography Typeface The logo History of the University’s coat of arms Core element Trademark and licensing Exclusion zone and the coat of arms Recommended sizing Logo positioning - top left Logo positioning - bottom left Departmental logos for stationery only Sub-branding/additional logos 05 06 07 08 09 10 11 1213 Graphic language The design grid A5 grid A4 grid A3 grid Colour Palette Palette and text legibility Palette - accessibility Pantone and CMYK references RGB and websafe references Working with the palette 15 16 16 17 18 19 Templates and examples Overview Stationery PowerPoint Publication and report covers 35 36-38 39 40 Paper and printing Recommendations 59 Accessibility Best practice 57 Usingthe grid Sample layouts and examples 27 28 29 30 31 32-33 Other guidance Livery Signage Legal advice 53 54 55 Imagery Our image style Image library 24 25 Digital communication Websites - basic design guidelines Example websites Social networks 47-48 49-50 51 Readability 21 22 Posters Certificates Advertisements Newsletters Creating leaflets and booklets 41 42 43 44 45
Contact Useful information61
03
Introduction
The guidelines
The University of Cambridge is proud of its status as a leading higher education institute. Our name and logo are important assets that have recognition around the world. These guidelines are designed to help us present our logo and our image in a consistent way in all communication materials we need to produce. If you have any queries contactCommunications Services communicationsservices@admin.cam.ac.uk
04
The logo
Fourth edition – April 2010
05
The logo
History of the University’s coat of arms
In the United Kingdom armorial bearings are granted under Royal authority by the Kings of Arms, who are officers appointed by the Crown; they are in law akin to a dignity such as a peerage. Their regulation in England, Wales andNorthern Ireland is conducted through the Earl Marshal and the College of Arms in London. In Scotland authority to regulate coats of arms lies with the Lord Lyon King of Arms. The University of Cambridge was granted its arms in 1573 by Robert Cooke, Clarenceux King of Arms and a graduate of St. John's College, for use by the Chancellor, Masters, Fellows and Scholars as a corporate body. The arms Cookegranted are officially described in heraldic terminology or blazon as follows: Gules on a Cross Ermine between four Lions passant guardant Or a Bible fesswise Gules clasped and garnished Or the clasps in base. This may be rendered into plain English as follows: On a red background, a cross of ermine fur between four gold lions walking but with one fore-leg raised, and facing the observer. Theselions must always face the left-hand edge of the page or item on which the arms are displayed (which means they are facing right, heraldically speaking). On the centre of the cross is a closed book with its spine horizontal and with clasps and decoration, the clasps pointing downward. The University coat of arms is often mistakenly called the University crest. A crest is a particular part of a fullarmorial achievement that also includes helm, mantling, shield and sometimes supporters. The University, like some other older corporate bodies, has no crest. The University shield is a better term to use, since the shield contains the complete coat of arms and is the most usual way of displaying them, but they can also be presented on other shapes, such as an oval. In England a motto is not anofficial part of the official grant and so the University coat of arms is complete without it. The University has by custom an adopted motto, which can be used if required and should be placed either under or around the arms. The motto is usually given as: Latin: Hinc lucem et pocula sacra English: Literal: From here, light and sacred draughts, Non-literal: From this place, we gain enlightenment...
April 2010
02
Contents
Introduction 03 Typography Typeface The logo History of the University’s coat of arms Core element Trademark and licensing Exclusion zone and the coat of arms Recommended sizing Logo positioning - top left Logo positioning - bottom left Departmental logos for stationery only Sub-branding/additional logos 05 06 07 08 09 10 11 1213 Graphic language The design grid A5 grid A4 grid A3 grid Colour Palette Palette and text legibility Palette - accessibility Pantone and CMYK references RGB and websafe references Working with the palette 15 16 16 17 18 19 Templates and examples Overview Stationery PowerPoint Publication and report covers 35 36-38 39 40 Paper and printing Recommendations 59 Accessibility Best practice 57 Usingthe grid Sample layouts and examples 27 28 29 30 31 32-33 Other guidance Livery Signage Legal advice 53 54 55 Imagery Our image style Image library 24 25 Digital communication Websites - basic design guidelines Example websites Social networks 47-48 49-50 51 Readability 21 22 Posters Certificates Advertisements Newsletters Creating leaflets and booklets 41 42 43 44 45
Contact Useful information61
03
Introduction
The guidelines
The University of Cambridge is proud of its status as a leading higher education institute. Our name and logo are important assets that have recognition around the world. These guidelines are designed to help us present our logo and our image in a consistent way in all communication materials we need to produce. If you have any queries contactCommunications Services communicationsservices@admin.cam.ac.uk
04
The logo
Fourth edition – April 2010
05
The logo
History of the University’s coat of arms
In the United Kingdom armorial bearings are granted under Royal authority by the Kings of Arms, who are officers appointed by the Crown; they are in law akin to a dignity such as a peerage. Their regulation in England, Wales andNorthern Ireland is conducted through the Earl Marshal and the College of Arms in London. In Scotland authority to regulate coats of arms lies with the Lord Lyon King of Arms. The University of Cambridge was granted its arms in 1573 by Robert Cooke, Clarenceux King of Arms and a graduate of St. John's College, for use by the Chancellor, Masters, Fellows and Scholars as a corporate body. The arms Cookegranted are officially described in heraldic terminology or blazon as follows: Gules on a Cross Ermine between four Lions passant guardant Or a Bible fesswise Gules clasped and garnished Or the clasps in base. This may be rendered into plain English as follows: On a red background, a cross of ermine fur between four gold lions walking but with one fore-leg raised, and facing the observer. Theselions must always face the left-hand edge of the page or item on which the arms are displayed (which means they are facing right, heraldically speaking). On the centre of the cross is a closed book with its spine horizontal and with clasps and decoration, the clasps pointing downward. The University coat of arms is often mistakenly called the University crest. A crest is a particular part of a fullarmorial achievement that also includes helm, mantling, shield and sometimes supporters. The University, like some other older corporate bodies, has no crest. The University shield is a better term to use, since the shield contains the complete coat of arms and is the most usual way of displaying them, but they can also be presented on other shapes, such as an oval. In England a motto is not anofficial part of the official grant and so the University coat of arms is complete without it. The University has by custom an adopted motto, which can be used if required and should be placed either under or around the arms. The motto is usually given as: Latin: Hinc lucem et pocula sacra English: Literal: From here, light and sacred draughts, Non-literal: From this place, we gain enlightenment...
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