June Design Guidelines. version 1.0

(1)

Design

Guidelines

(2)

Introduction

Contents/Back/Forward

1.1 Our brand

Introduction

(3)

Contents/Back/Forward

Introduction

Our brand

We’ve kept the costs of developing the new brand very low but we need the impact to be high –

so we have to be consistent in the way we use it. This will help people become familiar with our

Department, and make our communications clear.

• We use the Department brand to communicate with audiences on policy issues –

the development, consultation and explanation of policy.

• Directorates and teams use only the Department brand. We don’t have any sub brands.

• Generally, it’s better to use or extend an existing brand than to create a new one.

• The Department logo should not be used as a general endorsement for any third-party

services or programmes, but it may be used to indicate a funding or contractual arrangement

where appropriate.

The style and design elements illustrated in these guidelines are the only ones that should be

used for Department for Education corporate communications.

Who to ask for help and advice

Hopefully you will find everything you need here, but if you are in any doubt, contact the

Corporate Branding Team and they will be glad to help you.

(4)

2.1 The logo

2.2 Exclusion zone

2.3 Logo sizes

2.4 Logo colours

2.5 Positioning the logo

2.6 Logo misuse

2.7 Our corporate colours

2.8 Guidance on copywriting

2.9 Typefaces

2.10 How to keep typography inclusive and accessible

2.11 Photography

2.12 Imagery – what to avoid

2.13 Graph and chart styles

2.14 PowerPoint presentations

The building

blocks

Contents/Back/Forward

(5)

The logo

Our logo is one of the most important elements of our visual identity

and you must use it on corporate communications from the Department. Our logo is the main way we identify ourselves. It is important that it always appears in the same way; it must not be redrawn or altered in any way. Always use the master artwork supplied.

Primary Colour Blue RGB R16 G79 B117 CMYK 96c 69m 32y 15k Pantone 2955

Contents/Back/Forward

The building blocks

(6)

Exclusion zone

The logo will stand out more and have greater impact when it is surrounded by enough white space. We have created an exclusion zone to make sure of this. It is determined by the dotted lines shown here, and is equal to the height of the letter ‘E’ in Education.

x

Contents/Back/Forward

The building blocks

(7)

Logo sizes

Shown opposite are the minimum sizes you should use on materials up to A3. For anything bigger than A3, scale up the logo accordingly. To ensure that the logo is always legible, never reproduce it smaller than 30mm in length, as shown.

175 pixels

Online communications

A5 and DL – 30mm A3 – 60mm A4 – 45mm

Contents/Back/Forward

The building blocks

(8)

Logo colours

The logo should always appear on our own materials in full colour normally on a white background.

If a full colour version cannot be used, a white out or black version can be used

as an alternative if absolutely necessary. Full colour

Black

White out

Contents/Back/Forward

The building blocks

(9)

Positioning the logo

Wherever you are using the logo, for example on brochure covers, or PowerPoint slides, you must place the logo at the bottom and if possible in the left-hand corner. Make sure you apply the exclusion zone so it is not too close to the edge.

The exceptions to this position are display stands, where the logo cannot be seen easily at the bottom, and online communications, where the usual position is in the banner at the top of the screen.

Contents/Back/Forward

The building blocks

(10)

Logo misuse

The logo is a constant throughout all our materials. It should never be redrawn or altered in any way. You can make sure of this by always using the master artwork supplied.

Do not:

A distort the logo.

B reconfigure the logo.

C substitute the typeface or replace lower case letters for capitals.

D place the logo on a busy photographic area.

E angle the logo.

F recolour the logo.

G replace or change the words in the logo.

H place the logo on a dark coloured background. A E B F C G D H

department for

education

Department for

Children

Contents/Back/Forward

The building blocks

(11)

Red

RGB R138 G37 B41 CMYK 45c 100m 100y 15k Pantone 484

Our corporate colours

Our primary colour is the blue shown on the right supported by five further colours.

When using colour in text never use a tint.

Tints may be used on inside spreads, but you should always make sure you use a solid colour on the spreads as well. Tints should be used at 20% of the colours in the palette. Examples shown to the right.

Primary Colour 100% 80% 60% 40% 20% Supporting Colours Purple RGB R38 G8 B89 CMYK 91c 100m 0y 49k Pantone 2695 Blue RGB R16 G79 B117 CMYK 96c 69m 32y 15k Pantone 2955 Orange RGB R232 G125 B30 CMYK 0c 59m 100y 5k Pantone 1595 Yellow RGB R194 G162 B4 CMYK 0c 15m 100y 28k Pantone 457 Green RGB R0 G71 B18 CMYK 79c 0m 100y 75k Pantone 350

Contents/Back/Forward

The building blocks

(12)

Using a consistent language and tone of voice will help people form a consistent view of who we are, what we do and how we want to engage people. In this respect it’s every bit as important as following a consistent design style.

Our language

We use plain English. That means we write as clearly and concisely as possible. Keep your reader in mind. Avoid clichés and unnecessary jargon. And follow modern grammatical conventions.

Our tone of voice

Polite, positive and human. The degree of formality will depend on your audience and your subject matter. But our tone will always be positive and respectful, and will sound human, not bureaucratic. See latest DfE writing guidelines for more on this.

Style and grammar

We use modern grammar to give our copy a crisp, contemporary feel. Refer to latest DfE writing guidelines for more information:

• Use the active voice unless there’s a good reason for using the passive.

• Use single quotes for reported speech.

• Emphasise a word or phrase in bold not quote marks.

• Don’t overuse initial capitals.

• Use straightforward, everyday words.

Acronyms and abbreviations

Avoid using acronyms and abbreviations unless they are already familiar to your reader.

Using our name

The following rules must always be used when we use our name:

• The full name Department for Education should always be used the first time.

• Subsequent references may be shortened to the Department (with a capital D).

• In text, always use initial capitals with our name.

Guidance on copywriting

Contents/Back/Forward

(13)

We use three typefaces: ITC Avant Garde, Myriad, Arial.

Our main typeface is ITC Avant Garde Demi. It has been chosen for its modern, clean-cut and legible qualities.

For more guidance on when and how to use the different typefaces, please see Section 3.

ITC Avant Garde

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Book

/Demi

Myriad

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Regular/

Bold

Arial

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Regular/

Bold

Typefaces

Contents/Back/Forward

(14)

It is very important always to make sure text is legible for our audiences. Keep in mind the following guidance.

Type size

The size of type is fundamental to whether people can or will read our communications. We recommend a type size between 12 and 14 point (equivalent to a minimum x-height of 2mm or more ideally 2.3mm). The larger the minimum type size, the more people you will reach.

Type styles

For emphasis, use bold. Blocks of capital letters, underlined or italicised text are all harder to read. A word or two in capitals is fine but avoid the use of capitals for continuous text. Never underline text.

Type weight

Avoid light type weights.

Word spacing and alignment

Keep to the same amount of space between each word. Do not condense or stretch lines of type. Set text ranged left and avoid justified text as this can be harder to read.

Reversing type

If using white type, make sure the background colour is dark enough to provide sufficient contrast.

Setting text

Avoid fitting text around images if this means that lines of text start in a different place, and are therefore difficult to find. Set text horizontally as text set vertically is extremely difficult for a partially sighted reader to follow. Avoid setting text over images or textures as this will affect the contrast.

Navigational aids

Consider the spacing of text. For example, leaving a space between paragraphs gives the eye a break and makes reading easier. It is helpful if recurring features, such as headings and page numbers are always in the same place.

How to keep typography inclusive and accessible

Contents/Back/Forward

(15)

People are at the heart of our organisation and our photography reflects that. We use warm, positive portraits – snapshots of everyday life. Whatever you’re producing, try to choose an image that captures a real moment in time: natural, authentic and relaxed. Photographs should be used on covers, unless the topic is a sensitive issue. They can also be used sparingly on internal spreads. They can illustrate a key point, or show a case study in action. When choosing photography,

ask yourself:

• Does it reflect your audience or subject? • Does it support the key message? • Does it convey empathy?

• Does it feel real?

Don’t try to do too much: simplicity is key.

DfE staff can access images on the Digital Asset Management System (look under ‘D’ on the intranet A-Z).

Photography

Contents/Back/Forward

(16)

Do not use:

• black and white or duotone • montages or multiple images • token images – an image should

always earn its place, be relevant and add something to your message • clip art or a different style of illustration • contrived situations that are

obviously staged, with awkward or uncomfortable-looking people • dark, depressing, blurred or

bland imagery

• obvious metaphors or clichés.

Imagery – what to avoid

Contents/Back/Forward

(17)

You can use graphs and charts when they add to or improve the meaning of your document. However, give careful thought to the way you present the information and how it works with the text around it, so the meaning is very clear.

If a reader cannot understand a graph or chart quickly and easily, it is not serving its purpose and should not be used. If you do need to add a graph or chart, keep it as simple as possible, and use colour only to aid clarity – never to decorate. Use as few colours as possible and use tints of one colour to distinguish elements. When adding colours use corporate colours where possible.

Graph and chart styles

Main heading in here

Title in here Title in here Title in here Title in here

Ulla feuip enibh exer si. Wisi tatie molor augueraesed tatie conulputat. Ibh eriusci nciduismodit

Ostrud do do od ex eros ad tat. Se mod magnisl ute tio dunt nis etue modolor sed et eum dunt exerat

Sed eugiat, sectet doluptat esequisci elenit in eraestrud tat. Duiscinit veliquis niam quat pratum eugue te tetum

Ulla feuip enibh exer si. Wisi tatie molor augueraesed tatie conulputat. Ibh eriusci nciduismodit

Business Planning + Corporate Performance

Level one title

Level two title

60 50 40 30 20 10 2000/01 2001/02 2002/03 2003/04 2005/06 2007/08 2008/09

Contents/Back/Forward

The building blocks

(18)

We have created a template that you can use to produce your PowerPoint presentations. This is available from the Corporate Branding Team.

There are some examples of title and text slide templates here.

You are free to use section titles and images to add life and brighten up slides.

PowerPoint presentations

Contents/Back/Forward

(19)

3.1 Introduction

3.2 Graphic device

3.3 Cover designs

3.4 Cover grids

3.5 Typefaces

3.6 Type hierarchy

3.7 Typographic guidance for covers

3.8 A4 spread grid

3.9 A4 spread grid — sample layouts

3.10 A4 spread grid — highlighting text

3.11 A5 spread grid

3.12 A5 spread grid — sample layouts

3.13 DL spread grid

3.14 DL spread grid — sample layouts

3.15 Posters

3.16 CD covers

3.17 Display stands

3.18 Conference backdrops

3.19 Recruitment advertising

3.20 Co-branded recruitment advertising

3.21 Endorsements

Communication

material

Contents/Back/Forward

(20)

Introduction

This section is all about producing printed literature and other materials that are right for your audience and fit within our brand.

Our audiences include other government departments and agencies, teachers and governors, and other organisations. We also sometimes use our brand to communicate with the public (including parents and children) on policy matters.

The information here will help you create communications materials, such as booklets, leaflets and posters, using the building blocks set out in Section 2.

It will show you how to create a consistent look and feel across all the materials you produce, while also making sure you engage the audience and reflect the subject matter.

Hopefully you will find everything you need here, but if you are in any doubt, contact the Corporate Branding Team and they will be glad to help you.

[email protected]

Contents/Back/Forward

Communications materials

(21)

Graphic device

We have developed a device to hold images, and blocks of colour. The lozenges are rectangular with rounded corners.

They can be tinted in measurements of 100%, 80%, 60%, 40% or 20%.

The rounded corners of the lozenges should follow these rules, on individual documents: A4 - 5mm A5 - 5mm DL and smaller - 3mm A3 and bigger - 15mm

“ Quote to be

placed in this

space”

Name to be placed here

80%

100% 60% 40% 20%

Contents/Back/Forward

Communications materials

(22)

Cover designs

We have developed a template for publication covers to make it easy to create covers that are attractive and engaging.

For sensitive issues please use the typographic only option.

Colour can play an important role in bringing covers to life. However, where possible, try to stick to one colour, plus black for body text, in each publication.

A4 cover

A5 cover

A4 cover sensitive issues/ Typographic only

DL cover

Medium length titles to be placed into this space here

Subtitle to be placed in here

Medium length titles

to be placed into this

space here

Medium length

titles to be placed

into this space

here

Contents/Back/Forward

Communications materials

(23)

Cover grids

Always use the measurements shown here for publication covers. Stick to one colour for the graphic elements. 12 12 10 10 10 10 10 10 10 10 12 12 A4 cover grid (mm)

A5 cover grid (mm) DL cover grid (mm) Medium length titles

to be placed into this space here

Contents/Back/Forward

Communications materials

(24)

Typefaces

We use three typefaces: ITC Avant Garde, Myriad, Arial.

Our main typeface is ITC Avant Garde Demi. It has been chosen for its modern, clean-cut and legible qualities.

It should be used as the main headline typeface in all our materials for

stakeholders. Myriad is used as a

supporting typeface for body copy. Arial is also used for on-screen use such as online and PowerPoint presentations.

ITC Avant Garde

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOQRSTUVWXYZ

1234567890

Book

/Demi

Myriad

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Regular/

Bold

Arial

abcdefghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZ

1234567890

Regular/

_Bold

Contents/Back/Forward

Communications materials

(25)

Type hierarchy

All type should follow standard formats. General styles have been set for

large titles, introductory paragraphs, subheadings, body copy and quotes. The size of these styles varies depending on the application. Outlined here are the sizes that should be used for all A4, A5 and DL printed literature.

Main title

Cover titles and primary headings are set in ITC Avant Garde Gothic, Demi, upper and lower sentence case. The type should have a tracking of -20 (individual characters may need to be kerned).

Subheading

Cover subheadings are set in ITC Avant Garde Gothic, Book, upper and lower sentence case. The type size should always be smaller than the main titles.

Lead-in style for the

introductory paragraph

Lead-in style for the introductory paragraphs is used to

differentiate the first paragraph of the body copy. Set in Myriad MM Bold, upper and lower sentence case. The type size should be no smaller than 14pt on 16pt leading.

Subheadings are used as a major emphasis to body copy. Set in Myriad MM Bold, upper and lower sentence case. The type size should be 14pt on 16pt leading.

Subheading style

Body copy style Body copy style is used for all main text. Set in Myriad MM

Regular, upper and lower sentence case. The type size should be no smaller than 12pt on 14pt leading.

Contents/Back/Forward

Communications materials

(26)

Typographic guidance for covers

All titles on covers should follow the guidance opposite concerning the relationship between size and leading. This is fixed as shown, the type being 85% of the leading. For example, if the leading is 18pt, the type is 15.5pt – round up to the nearest 0.5pt.

25.5pt type with 30pt leading

6pt

All titles work to a

baseline grid using

6pt increments

All titles work to a baseline

grid using 6pt increments

All titles work to a baseline grid

using 6pt increments

Contents/Back/Forward

Communications materials

(27)

A4 spread grid

We have created grids for all inside text pages to ensure consistency across all our communications. 25 12 12 12 25 25 25 25 25

Contents/Back/Forward

Communications materials

(28)

A4 spread grid — sample layouts

Here are examples of how the grids can be used for spreads in brochures and leaflets.

You can use photography if you wish, but it should always be relevant to the spread.

Colour can play an important role in bringing spreads to life. However, where possible, try to stick to one colour, plus black for body text, in each publication.

06 Document title to go here Document title to go here 07

Title to be placed here

Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feugue consed erci eu feugiatumsan ut la facipsu scilit acil del ut veliquisi eugue do od tionulla faciliq uatummod te magna facing et wisl ing el do digna at

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem vel ullaore dipis niamet venibh ea feummy nos nulputat lor in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at.

Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan henim irit niamcorperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet, qui blan ea faccum doloborem vel del dolore el dolobore doloreetue consect etuerostrud magna facinissed tisi. Iliquation vel et autetum do eu faci tie velit, cortinibh eugait niamcon ulputpat, si blaorpe riustrud dolorpero dolendipisl er irillutem zzriure tisl eugait num quatio delisl euissi.

Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi. Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl doluptatin utatem zzril do duisi eu feu facinci duipit adipsum non henit lum in venissi. It augiat loreet ip enim quat.Ex er senim dolore essecte consequat ut il ulputat utat dolobor sum esectet lobore feu feuis amcommodit wis nissenit ullaor ilit praestrud tat, venim nulputatie tat adio dipisi bla faccum iustrud essecte min volobore et vel in volor se dolorper iriure delit accummy nim non ulla feum am nit dolore euismod olorper si tion ea. Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem vel ullaore dipis niamet venibh ea.

Feummy nos nulputat lor in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorros duipsum ea feugait do ex ero odionse quamcon sequipit aut at. Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan.

Henim irit niamcorperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet, qui blan ea faccum doloborem vel del dolore el dolobore doloreetue consect etuerostrud magna facinissed tisi. Iliquation vel et autetum do eu faci tie velit, cortinibh eugait niamcon ulputpat, si blaorpe riustrud dolorpero dolendipisl er irillutem zzriure tisl eugait num quatio delisl euissi. Os ad dolationse modolortis nostrud tatueriurem ing ese molor incilla ndiat. Ulla consequis nibh eliquis ea at, siullamet ad tatinci blandrem zzriusto od deliquis nim am at, quat lobore tat wis ad modolor in ut nissecte faci blaorer sequis nisi. Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi. Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl

Section Title To be placed in this space here Subtitle to be placed here

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem vel ullaore dipis niamet venibh ea. Feummy nos nulputat lor in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at.

Subtitle to be placed here

Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan. Henim irit niamcorperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet, qui blan ea faccum doloborem vel del dolore el dolobore doloreetue consect etuerostrud magna facinissed tisi. Iliquation vel et autetum do eu faci tie velit, cortinibh eugait niamiullamet ad tatinci blandrem zzriusto od deliquis nim am at, quat lobore tat wis ad modolor in ut nissecte faci blaorer sequis nisi.

Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi. Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl doluptatin utatem zzril do duisi eu feu facet ip enim quat.Ex er senim dolore essecte consequat ut il ulputat utat dolobor sum esectet lobore feu feuis amcommodit wis nissenit ullaor ilit praestrud tat, venim nulputatie tat adio dipisi bla faccum iustrud essecte min volobore et vel in volor se dolorper iriure delit accummy nim non ulla feum am nit dolore euismod olorper si tion ea

Section Title to be placed in this space here

Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan henim irit niamcorperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet, qui blan ea faccum doloborem vel del dolore el dolobore doloreetue consect etuerostrud magna facinissed tisi. Iliquation vel et autetum do eu faci tie velit, cortinibh eugait niamcon ulputpat, si blaorpe riustrud dolorpero dolendipisl er irillutem zzriure tisl eugait num quatio delisl euissi.

Os ad dolese delis ad essim zzrilla adipsusto odignia mconueliquis ea Nullamet ad tatinci blandrem zzriusto od deliquis nim am at, quat lobore tat wis ad modolor in ut nissecte faci blaorer sequis nisi.

Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi. Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl doluptatin utatem zzril do duisi eu feu facinci duipit adipsum non henit lum in venissi. It augiat loreet ip enim quat.

Ex er senim dolore essecte consequat ut il ulputat utat dolobor sum esectet lobore feu feuis amcommodit wis nissenit ullaor ilit praestrud tat, venim nulputatie tat adio dipisi bla faccum iustrud essecte min volobore et vel in volor se dolorper iriure delit accummy nim non ulla feum am nit dolore euismod olorper si tion ea Iliquat volut acidunt diam, quat.

Feugiamet, velesed eriusto exer adigna faccum in ercil utem velis aliqui tie feuguero commodignibh er sendiamet lan velendit at. Im iliquam consectem iustrud min utatue dip et lum acinis dit, si.

Ex ea facil dolobor percipsum veliquip euis alit exer ip eniamco nsequat wis adiat la feummod olesto dolorem irilla con hent adit la commodigna

Atuer il ullaortie tem vero consenibh eugait non exerosto essecte euguer si. Uptatuerci bla aut diamconsed eu facidunt nis nibh exero ero erillumsan henim zzrit laore ea feugiam, quisim et, cortion sequatet praessi.

Nim dolorper acil eu feui et dignibh enis nos diat. Onsed tat ut utem quis nullut nonsectet, vent lute tie delisisi enis nulputat utpat. Duisl eu facipsusto eugue tat wisim zzrilis nos nos ation et wisi blam venit nissit, sit wisit amet wisis nosto od magna corem dit ut la con hendit veniam dipis nis at. Os nim zzrilla facipit velesto consecte feum doloreetum vulla adipit nit lan ut ullandr ercipsustrud tatinci psustrud do do eugiat accummolut ulluptat. Acidunt in henisim dolorer inciduis alit alit, ver sis niat.

Ad minim aute dolorpero consed tatis nulputpatum zzrilis am exero cortio digna ad modigna coreet, sent ut accum vel utet praessit augiat, quatio doluptatie eniatio el eraesto esto od ming er sim nibh et, senisl et alit exero od te veniamcon henisl irit veliqui smodipsum dolum volore vel el eugiam, con ute facin henim volobore faccum zzrilit aliquam auguer sed dolore dolorpe rostrud duipit alis nullandiamet luptat vel ing eum dolor si bla faciliquisim dipsusto ercipsustrud eniam, sumsandreet, cor aliquipisit incincipit num dunt nullandio enit, con ulluptat velent aut lam zzrit ip enit etum iusto con ullut ute min veniamet nonse mod te vulluptat wisl dolent lobore ex er summy nos eniam ipis non ut verosti ncipit accum iure feu feummod tem ipisisisi.

Pit, suscing endre molortie tis dignit init nulla feu faccum dolor incilis nonulla faccummolore modigna acil inis acinit laortie conum dunt laorting essi. Te do od tatie te feum zzrilis nonum illam, se tiniam, quam incil utatie tate commolobore consequat. Gait vent ip et vent wismolut aci blam iriusci liquam augait praeseq uisit, consequ isisi.

Giam alis nos acilisim ad mod tem accumsan ex ero eu faccums andigna ad te voloboreet aliquamcon vel etue min ulla consequ amcorper sumsan euis augait delis nonummy nos nonum vullutpat am volor summolore modo esequis amconsenim et, quat adion ea augiametue tionummolor autpatisit, sequis aut auguercipis dio core dipsum ilismol enisi. Iqui tet aut in et veraese quissis eugiation et, quatuer sendigna feuip erillaor sequis autpatueril ute feugait, commolendiam zzrit vendre min ut ipisl utpat. Ud magnim alit nis nim quat. Ut venis nismolo rercin hendiat la feumsan velismod magnit ut velit iusci bla feugait volortin henim am ing etum do dipsusto ea facilla core mod dolore veliquis aliqui ercipit, quismodolor sequam vulla facillan ut ent at. Ut lum nibh eum ipsum dolesto euipit velis alit wis nisis nullandrem vulputpatem qui ex exer am, commy nullam doluptat, core feu facin ute cor alit prat.

Andre tatis nisl diatue eugiam del ilit vel dolorperos dolobore facil ut praesed min voloreetuer sisi blamcor autpatum zzriure dolobor perat. Ut lore tatum del ipit wis digna faci exerosto cor int vel ea feum do odolorperat alit in vel dolortie magnisc incipis modionsenis enisi blaorer iusto dunt alit praesendre veliquam iIlit aliquametum quat ut ad tat.Iduissi. Na consed tetue delesenibh etummy nisi.

Section title

to be placed

in here

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem vel ullaore dipis niamet venibh ea.

Feummy nos nulputat lor in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at.

Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi. Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl doluptatin utatem zzril do duisi eu feu facet ip enim quat.Ex er senim dolore essecte consequat ut il ulputat utat dolobor sum esectet lobore feu feuis amcommodit wis nissenit ullaor ilit praestrud tat, venim nulputatie tat adio dipisi bla faccum iustrumin volobore et vel in volor se dolorper iriure delit accummy nim non ulla feum am nit dolore euismod olorper si tion ea Put lam nos aliqui tat. Duis alis do exer

autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequdel ercip essis adigna faci tat prat ver senisi.

Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wat alis del ercip essis adigna faci tat prat ver senisi.

Contents/Back/Forward

Communications materials

(29)

A4 spread grid — highlighting text

The example spread shown opposite shows a number of ways in which text can be emphasised or highlighted on a page.

A

Intro text can be in bold and highlighted in colour.

B

Pull out text such as quotes can be placed within coloured blocks.

C

Tints of the corporate colour palette can be used to emphasise blocks of text. Make sure that there is sufficient contrast when placing text on any coloured background.

D

A keyline block.

Title to be

placed here

Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feugue consed erci eu feugiatumsan ut la facipsu scilit acil del ut veliquisi eugue do od tionulla faciliq uatummod te magna facing et wisl ing el do digna at augait irit laoreet prat. Ut lortie dit iriliquis alisim ent wis doloreet.

Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue nsect etuerostrud magna facinissed tisi. Iliquation vel et autetum do eu faci tie velit, cortinibh eugait niamcon ulputpt ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi.Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl doluptatin utatem zzril do.

Uisi eu feu facinci duipit adipsum non henit luwis nissenit ullaor ilit praestrud tat, venim nulputatie tat adio dipisi bla faccum iustrud essecte min volobore et vel in volor se dolorper iriure delit accummy nim non ulla feum am nit dolotion ea

“ Pull out text or quotes

can be placed here.”

Atuer il ullaortie tem vero consenibh eugait non exerosto essecte euguer si. Uptatuerci bla aut diamconsed eu facidunt nis nibh exero ero erillumsan henim zzrit laore ea feugiam, quisim et, cortion sequatet praessi.

Nim dolorper acil eu feui et dignibh enis nos diat. Onsed tat ut utem quis nullut nonsectet, vent lute tie delisisi enis nulputat utpat.

Duisl eu facipsusto eugue tat wisim zzrilis nos nos ation et wisi blam venit nissit, sit wisit amet wisis nosto od magna corem dit ut la con hendit veniam dipis nis at. Os nim zzrilla facipit velesto consecte feum doloreetum vulla adipit nit lan ut ullandr ercipsustrud tatinci psustrud do do eugiat accummolut ulluptat. Acidunt in henisim dolorer inciduis alit alit, ver sis niat.

Ad minim aute dolorpero consed tatis nulputpatum zzrilis am exero cortio digna ad modigna coreet, sent ut accum vel utet praessit augiat, quatio doluptatie eniatio el eraesto esto od ming er sim nibh et, senisl et alit exero od te veniamcon henisl irit veliqui smodipsum dolum volore vel el eugiam, con ute facin henim volobore faccum zzrilit aliquam auguer sed dolore dolorpe rostrud duipit alis nullandiamet luptat vel ing eum dolor si bla faciliquisim dipsusto ercipsustrud eniam, sumsandreet, cor aliquipisit incincipit num dunt nullandio enit, con ulluptat velent aut lam zzrit ip enit etum iusto con ullut ute min veniamet nonse mod te vulluptat wisl dolent lobore ex er summy nos eniam ipis non ut verosti ncipit accum iure feu feummod tem ipisisisi.

Pit, suscing endre molortie tis dignit init nulla feu faccum dolor incilis nonulla faccummolore modigna acil inis acinit laortie conum dunt laorting essi.

Te do od tatie te feum zzrilis nonum illam, se tiniam, quam incil utatie tate commolobore consequat. Gait vent ip et vent wismolut aci blam iriusci liquam augait praeseq uisit, consequ isisi.

Giam alis nos acilisim ad mod tem accumsan ex ero eu faccums andigna ad te voloboreet aliquamcon vel etue min ulla consequ amcorper sumsan euis augait delis nonummy nos nonum vullutpat am volor summolore modo esequis amconsenim et, quat adion ea augiametue tionummolor autpatisit, sequis aut auguercipis dio core dipsum ilismol enisi. Iqui tet aut in et veraese quissis eugiation et, quatuer sendigna feuip erillaor sequis autpatueril ute feugait, commm nibh eum ipsum dolesto euipit velis alit wis nisis nullandrem vulputpatem qui ex exer am, commy nullam doluptat, core feu facin ute cor alit prat. Andre tatis nisl diatue eugiam del ilit vel dolorperos dolobore facil ut praesed min voloreetuer sisi blamcor autpatum zzriure dolobor perat. Ut lore tatum del ipit wis digna faci exerosto cor int velit praesendre veliquam ipit praessim nissim zzriureet velit ea augait adio eugiam nis dolore do od te ming eleniam corperit deliquatuer iuscillaore del ea feugait incing eugueri lismodignim ipismolore dipit irit nonulla feugue te conse tem in ero doluptatum quisit lum aute consequat, quam, si erosto delisci estrud modit nisi.

Ilit aliquametum quat ut ad tat.Iduissi. Na consed tetue delesenibh etummy nisi. A B C D

Contents/Back/Forward

Communications materials

(30)

A5 spread grid

As with the A4 layouts, we have created grids for A5 inside text pages to ensure consistency.

The grid for an A5 spread is a

scaled-down version of the A4 spread.

20 20 20 20 10 10 20 10

Contents/Back/Forward

Communications materials

(31)

A5 spread grid — sample layouts

These examples show how the A5 grid can be used for text spreads.

As before, keep coloured text to a minimum – to emphasise introductory paragraphs or pull-out text.

Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feugue consed erci eu feug el do digna at augait irit laoreet prat. Ut lortie dit iriliquis alisim ent wis doloreet.

Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan henim irit niamcorpeoloboreet ero consed dolor sequatem vel dit, susto odit wis aros alisit amet lan velenibh ea ad qui blan ea faccum

doloborem vel del dolore el dolobore doloreetue consect etuerostrud magna facinissed tisi. Iliquation

vel et autetum do eu faci tie velit, cortinibh eugait niamcon ulputpat, si blaorpe riustrud dolorpero dolendipisl er irillutem zzriure tisl eugait num quatio delisl euissi. Os ad dolese delis ad essim zzrilla adipsusto odignia mconueliquis ea Nullamet ad tatinci blandrem zzriusto od deliquis nim am at, quat lobore tat wis ad modolor in ut nissecte faci blaorer sequis nisi.

Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam facinci duipit adipsum non henit lum in venissi. It augiatuat.adio dipisi bla faccum iustrud essecte min volobore uis num duis duis nos atie min vusequat alis del eeuismod olorper si tion ea.

“ Pull out text or quotes can be placed here”

Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan henim irit niamcorperos. Talisit amet lan velenibh ea ad tio odo del ulputem velesectet, qui blan ea faccum doloborem vel del dolore el dolobore doloreetue consect etuerostrud magna facinissed tisi. Iliquation vel et autetum do eu faci tie velit, cortinibh eugait niamcon.

Hulputpat, si blaorpe riustrud dolorpero dolendipisl er irillutem zzriure tisl eugait num quatio delisl euissi. Os ad dolese delis ad essim zzrilla adipsusto odignia mconueliquis ea Nullamet ad tatinci blandrem zzriusto od deliquis nim am at, quat lobore tat wis ad modolor in ut nissecte faci blaorer sequis nisi. Put lam nos aliqui tat. Duis alis do exer autem zzrillam dolor illut dolorti nismodit, voloborpero dolut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del ercip essis adigna faci tat prat ver senisi.

Per aut wisisi. Ero erostrud tat. Tum zzriustie feugiam do do odl doluptatin utatem zzril do duisi eu feu facinci duipit adipsum non henit lum in venissi. It augiatuat.

Ex er senim dolore essecte consequat ut il ulputat utat dolobor sum esectet lobore feu feuis amcommodit wis nissenit ullaor ilit praestrud tat, venim nulputatie tat adio dipisi bla faccum iustrud essecte min volobore et vel in volor se dolorper iriure delit accummy nim non ulla fezrillam dolor illut dolorti nist vel in volor se dolorper iriure delit accumdiam quat. Duis num duis duis nos atie min olut vent ipit, quatie tet ipit wis diam quat. Duis num duis duis nos atie min vusequat alis del eeuismod olorper si tion ea. 1. 4. 5. 6. 7. 2. 3.

Contents/Back/Forward

Communications materials

(32)

DL spread grid

A slightly different grid for DL layouts has been created to maintain a proportional relationship with A4 and A5 layouts. The DL grid is split into three columns with a 3.5mm gap between each one.

A

1 column – wide

B

1 column – narrow 10 10 10 10 10 10 3.5 3.5 3.5 3.5 A B B

Contents/Back/Forward

Communications materials

(33)

DL spread grid — sample layouts

For DL spreads, it would not be practical to set text in three separate columns due to the tiny word count per line that would produce.

If possible set text across two or three columns, as shown here.

Title to be

placed here

Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feugue consed erci eu feug el do digna at augait irit laoreet prat. Ut lortie dit iriliquis alisim ent wis doloreet.

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem vel ullaore dipis niamet venibh ea feummy nos nulputat lor in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at. Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor.

06 07

Autat lummod tem

•

diamcommy nos num numsan henim irit niamcorperos alisit lan. Velenibh ea ad tio odo

•

del ulputem velesectet, qui blan ea faccum doloborem veoreetue consect etuerostrud magna facinissed tisi. Iliquation vel et autetum

•

do eu faci tie velit, cortinibh eugait niamcon ulputpat,sl er irillutem zzriure tisl eugait num

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem veerit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at. Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse mmod tie vel ullaorero odigna alisisit iustrud erit do odip etummod oloboreet ero consed dolor sequatem vel dit, susto odit wis autpatu msandrem nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor.

Title to be

placed here

Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feugue consed erci eu feug el do digna at augait irit laoreet prat. Ut lortie dit iriliquis alisim ent wis doloreet. Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feugue consed erci eu feug el do digna at augait irit laoreet prat. Ut lortie dit iriliquis alisim ent wis doloreet

Contents/Back/Forward

Communications materials

(34)

Posters

Posters need to be bold and to quickly communicate key information.

For maximum impact, keep copy to a minimum and use large type sizes for the text, especially for your main message. For posters bigger than A4 scale up the logo accordingly.

Title of poster to

be placed here

Subtitle to be placed in here. Isl et num et, quam at. Diue lessed tinim do odolore con ullam vel in vulput alit iliqui plimin.

Title of poster to

be placed here

Subtitle to be placed in here. Isl et num et, quam at. 9th July 2010 Somewhere Road, Somewhere Place, Postcode

Contents/Back/Forward

Communications materials

(35)

CD covers

CD covers take the same principles as the literature covers.

The examples show the variety of styles that can be used.

Use the guidance at the beginning of this section to help you build the covers. • Title typeface is ITC Avant Garde Demi

20pt–40pt.

• Subheading typeface is ITC Avant Garde Demi 14pt.

The main title to be

placed here

Contents/Back/Forward

Communications materials

(36)

Display stands

The design of display stands follows the same principles as the design of other printed materials.

They use the key elements of our visual identity: the logo, and the coloured lozenges.

You can use these elements to create stands that are bold and have impact from a distance. We’ve included some examples here.

In this case, the logo may sit at the top, because placing it at the bottom may make it difficult to see.

Title of stand

to be placed

here

Subtitle to be placed in here.

Title of stand to be

placed here

Subtitle to be placed in here.

Contents/Back/Forward

Communications materials

(37)

Conference backdrops

Conference backdrops follow the same design principles as other printed materials.

Take into account other elements that are going to be in the platform area, for example any video screens, and where the panel will be sitting in relation to where you place words and images. In this case, the logo may sit at the top, because placing it at the bottom may make it difficult to see.

Title of the

conference

Contents/Back/Forward

Communications materials

(38)

Recruitment advertising

The design and layout of a recruitment advert will be influenced by many factors, for example the content, style and format, or the size of the page on which it appears.

Because all these factors can vary so much, we are not able to set out detailed specifications for the layout. However, the examples here show the basic principles to follow. The logo should appear in the bottom left-hand corner, the title should be bold and clear and the content clear and legible.

Basic rules:

• If possible use Myriad MM; if not use Arial.

• Check Section 2.2 on exclusion zones before positioning the logo.

• Don’t vary the font weight or size too much and use a simple information hierarchy to keep the advert as clean and legible as possible.

• Try not to overcrowd the advert with copy as this will confuse the reader. For single colour newsprint there is a mono version of our logo. Do not recreate logo artwork.

Title to be

placed here

Ip et iure tionsectet niam et aliquis niatum nim veraesectem velis ate feueet prat. Ut lortie dit iriliquis alisim ent wis doloreet.

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem v in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at. Ullam, consequismod ex ex essequis aut nim ipis nonsectem velis doloree tumsandrem augait, sumsandre faccum ip eu facidui ea feugue magniat dui bla facip er sustrud euisse magnit aliqui bla augue ming essit lutat wismodo el ex eummodolobor suscilit amcommod tie vel uloboreet ero consed dolor nit alit ea feui blandigna core veleniam nisit vulla feum dolumsan volor autat lummod tem diamcommy nos num numsan henim irit niamcorperos alisit amet lan velenibh ea ad tio odo del ulputem velesecte.

Lore dolobortinim •

volorperos adipisc incinim in henim Dolobor sed estie •

tio consed tet, conullaoreet lore feugiat ad ex eugue faccummlum in ver autat, quis nostie di quamcipit aut at. Ullam, cona facip er •

sustrud euolumsan volor auiamrperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet,

Title to be

placed here

Lore dolobortinim •

volorperos adipisc incinim in henim Dolobor sed estie •

tio consed tet, conullaoreet lore feugiat ad ex eugue faccummlum in ver autat, quis nostie di quamcipit aut at. Ullam, cona facip er •

sustrud euolumsan volor auiamrperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet,

Colour Black and White

Contents/Back/Forward

Communications materials

(39)

Co-branded recruitment advertising

Co-branded adverts follow the same design layout and basic rules as recruitment adverts. The same guidelines apply to full-colour or spot-colour adverts.

Non-Executive

Directors

Lore dolobortinim volorperos adipisc incinim in henim dolobor sed estie tio consed tet, conullaoreet lore feugiat ad ex eugue faccummy nullum in ver autat, quis nostie dipit lorem v in ut praesto commod tin et autat utatinim veniat. Ut illa acinit, quat verit augait lorperos duipsum ea feugait do ex ero odionse quamcon sequipit aut at.

Lore dolobortinim volorperos adipisc incinim •

in henim

Dolobor sed estie tio consed tet, conullaoreet •

lore feugiat ad ex eugue faccummlum in ver autat, quis nostie di quamcipit aut at. Ullam, cona facip er sustrud euolumsan volor •

auiamrperos alisit amet lan velenibh ea ad tio odo del ulputem velesectet,

Contents/Back/Forward

Communications materials

(40)

Endorsements

Partner organisations may need to use our logo for endorsements of a programme, service, event or product. This is only permissible if the Department has been directly involved in the

funding or policy, and we bear or share responsibility for delivery.

There should be no doubt as to the scope of the endorsement and that we are endorsing a programme of work and not an organisation. When the logo is used, the relationship should be accurately reflected through text such as ‘supported by’, ‘funded by’ or ‘delivering services for’. This text is an exception to the normal exclusion zone around the logo. If a third party wishes to use our logo you must first seek permission from our Corporate Branding Team at branding.mailbox@ education.gsi.gov.uk Alternative Examples