BRAND & MARKETING Branding JULY 2019 CONTENTS essentials CONTACT [email protected] CONTENTS The purpose of these guidelines is to show what King’s-branded items look ELEMENT 1 KING’S LOGO (USE) 2 like. It is not intended as an instruction manual for ELEMENT 1 KING’S LOGO (ABUSE) 3 creating King’s promotional creative communications, ELEMENT 1 KING’S LOGO (ON DIGITAL MEDIA) 4 which must always be ELEMENT 1 KING’S LOGO (ON PRINTED MEDIA) 5 commissioned from one of our framework agencies. ELEMENT 2 PRIMARY FONT 6 The Brand team is the ELEMENT 3 SECONDARY FONT 7 guardian of the King’s brand ELEMENT 4 SUPPORT FONTS 8 and is responsible for ensuring quality across all ELEMENT 5 COLOUR 9 university visual branding. ELEMENT 6 COAT OF ARMS (FORMAL USE) 11 Self-service brand COAT OF ARMS (ILLUSTRATIVE USE) 12 resources Word and Powerpoint templates, ELEMENT 7 HOSPITAL SHIELDS 13 branded stationery, folders, MERCHANDISE 16 certificates and badges are available to all King’s staff SOCIAL MEDIA ACCOUNTS 17 via the brand intranet pages APP ICONS 18 here. These resources are to help staff with everyday ICON SET 19 King’s branding in the office environment. BRANDING EXAMPLES 20 Higher profile items must SUB-BRANDING 23 be created by one of DUAL BRANDING WITH EXTERNAL PARTNERS 28 the professional KING’S DESIGNERS from the supplier ONLINE RESOURCES 30 framework. Information on WHAT DOES BRAND DO? 31 commissioning design is available here. CONTENTS 1 CONTACT [email protected] KING’S BRANDING The King’s College London name and logo are registered ELEMENT 1 KING’S LOGO: USE trademarks. The standard, predominant version of the logo consists of a white logotype in a red box. Red colour specification Pantone 485 red C: 0 M: 96 Y: 100 K: 0 R: 226 G: 35 B: 26 #e2231a See pages 4-5 for rules on logo size and position on various media. If the logo is used alone in standard predominant version black line indicates exclusion unboxed logotype: co-branding environments the zone (non-printing) highly limited use only exclusion zone as shown must (eg engraving) – contact be observed. No text or other [email protected] bold visual elements should for approval appear within this zone. High resolution logos are not available for general download. If you are a member of King’s staff and need the logo click here. If you are external to King’s monochrome versions: black box version is preferred, name only: occasionally used when there is inadequate click here. logotype is always black in a white logo box, not reversed or wrongly shaped space for a logo but King’s branding Find further detail here out to reveal the colour behind is still required, eg book spines, pencils CONTENTS 2 CONTACT [email protected] KING’S BRANDING The King’s College London name and logo are registered ELEMENT 1 KING’S LOGO: ABUSE trademarks. The standard, predominant version of the logo consists of Logo abuse a white logotype in a red box. a do not tilt or stretch it Red colour specification b do not place a shadow Achieve your goals Achieve your goals Pantone 485 red a f behind it International conference International conference C: 0 M: 96 Y: 100 K: 0 c do not apply filters to it with programme programme 21 November 2019 21 November 2019 R: 226 G: 35 B: 26 Bush House Bush House Strand Campus Strand Campus image editing software #e2231a d do not change any aspect of the red box See pages 4-5 for rules on e do not change the box colour logo size and position on f do not attempt to recreate it FACULTY OF ACADEMIC FACULTY OF ACADEMIC b g EXCELLENCE EXCELLENCE various media. – always use approved logos If the logo is used alone in from [email protected] k co-branding environments the g do not use outdated versions exclusion zone as shown must – if in doubt, contact brand@ be observed. No text or other kcl.ac.uk c h h do not use logos dragged Campus tours Campus tours bold visual elements should off the web – these are depart here depart here appear within this zone. low resolution and are only High resolution logos are suitable for screen, not not available for general Gallery quality reproduction download. d i i do not create a pastiche If you are a member of King’s j do not use any part of it with staff and need the logo click other elements – this would here. ACHIEVE pastiche the logo If you are external to King’s your goals k do not use a white logotype click here. in a sea of red – the shape e j of the red logo box must be Find further detail here clearly visible CONTENTS 3 CONTACT [email protected] KING’S BRANDING The standard boxed logo is always positioned on the ELEMENT 1 KING’S LOGO: SIZE AND POSITION ON DIGITAL MEDIA edges at the top right hand corner of any item. Digital media demands numerous sizes and formats. These guidelines are not exhaustive but should provide sufficient information to determine the correct logo location and its proportional size in most instances. Alternative logo placement The size of the logo in relation to the size and Square Portrait Portrait Portrait orientation of the item is Ratio Ratio Ratio Ratio 1:1 3:4 1:2 1:3 and less determined by a series Logo width Logo width Logo width Logo width of breakpoints, which are 1/4 of the short side 1/4 of the short side 1/2 of the short side Width of the short side based on the horizontal to vertical ratio of the document. Landscape Landscape Landscape Landscape Ratio Ratio Ratio Ratio 4:3 2:1 3:1 6:1 and greater Logo width Logo width Logo height Logo height 1/4 of the short side 1/2 of the short side 3/4 of the short side Same as the short side CONTENTS 4 CONTACT [email protected] KING’S BRANDING The standard boxed logo is always positioned on the ELEMENT 1 KING’S LOGO: SIZE AND POSITION ON PRINTED MEDIA edges (in print, this is the ‘bleed’) at the top right hand corner of any item. document document width of width of logotype position On magazines with a format size boxed logo inside the box on document masthead and on posters A0 841 x 1189mm 210mm 160.45mm top and right hand page edges (the ‘bleed’) the boxed logo may appear bottom right. A1 594 x 841mm 148.5mm 113.33mm top and right hand page edges (the ‘bleed’) The box must be sized A2 420 x 594mm 105mm 80.13mm top and right hand page edges (the ‘bleed’) so that its wide top edge A3 297 x 420mm 74.25mm 56.66mm top and right hand page edges (the ‘bleed’) measures one quarter of the short edge of any A4 210 x 297 52.5mm 40.06mm top and right hand page edges (the ‘bleed’) standard A size document. Annual Report 179 x 260mm 44.75mm 34.37mm top and right hand page edges (the ‘bleed’) This proportion should be maintained when an A A5 148 x 210mm 37mm 28.665mm top and right hand page edges (the ‘bleed’) format is used landscape. A6 105 x 148mm 26.25mm 20.2mm top and right hand page edges (the ‘bleed’) For the DL format the box DL 99 x 210mm 33mm 25.36mm top and right hand page edges (the ‘bleed’) must be sized so that its wide top edge measures one third of the short edge. 1/ 1/ 1/ 1/ This proportion should 4 4 4 4 1/ 1/ 1/ landscape landscape 3 3 3 be maintained when the format is used landscape. landscape portrait Box colour Pantone 485 red 1/ 1/ 1/ 1/ C: 0 M: 96 Y: 100 K: 0 4 4 4 4 R: 226 G: 35 B: 26 portrait #e2231a If the design has a border, the border should be regarded as the page edge. CONTENTS 5 CONTACT [email protected] KING’S BRANDING The university’s primary font is King’s Bureau ELEMENT 2 PRIMARY FONT Grotesk 37. Always use King’s Bureau Grotesk 37 first in your King’s Bureau Grotesk 37 information hierarchy for main titles and headings. Always use upper and lower case for these – this • all King's computers are set up with the corporate fonts so do please make use of them, they are a highly recognisable gives maximum shape element of our brand – but if you're working remotely you can also access our fonts via the intranet or by emailing contrast to each word and [email protected] optimises legibility. • all promotional communications must use the correct corporate fonts – the alternative fonts are intended only for those Do not use capital letters in instances where the technology is unable to deliver our corporate fonts, for instance on Powerpoint presentations run primary position. These are from external devices used to designate entities • if an external supplier needs our corporate fonts please contact [email protected] for immediate assistance at King's such as faculties, centres, departments, and institutes (see sub branding section). Range text left. Impact Do not justify or hyphenate. Do NOT use the lighter King’s Bureau Grotesk 51 as a last resort choose Impact as the alternative system font if King’s Bureau Grotesk 37 is technically unavailable, alone in a primary position. but limit it to a few words only and never use it for continuous text ALTERNATIVE FONTS: use Impact only if King’s Bureau Grotesk 37 is unavailable. Find further detail here CONTENTS 6 CONTACT [email protected] KING’S BRANDING The university’s secondary font is King’s Caslon. ELEMENT 3 SECONDARY FONT Range text left. King’s Caslon Display regular Do not justify or hyphenate. In print if the text is 13 points or over in size, use King’s Caslon Display italic the display version (King’s Caslon Display). In print if the text is 12 for text sizes of 13pt and above points or under in size, King’s Caslon Text regular use the text version (King’s Caslon Text). Use King’s Caslon Text for King’s Caslon Text italic general body text. ALTERNATIVE FONT: as a for text sizes of 12pt and under last resort choose Georgia regular if King’s Caslon regular is unavailable. Georgia regular italic alternative system font if King’s Caslon regular is unavailable use Georgia for your emails CONTENTS 7 CONTACT [email protected] KING’S BRANDING The university support fonts are the remainder ELEMENT 4 SUPPORT FONTS of the King’s Bureau Grotesk font family and the remainder of the King’s King’s Bureau Grotesk 37 italic Arial bold italic Caslon font family. Always use these support fonts after the primary and King’s Bureau Grotesk 51 regular Arial regular secondary fonts in your information hierarchy. King’s Bureau Grotesk 51 italic Arial regular italic Do not justify or hyphenate. ALTERNATIVE FONTS: as a King’s Caslon Display italic Georgia italic last resort choose variants of Arial and Georgia if the King’s corporate support King’s Caslon Text italic Georgia italic fonts are not available. It is not acceptable to introduce any additional King’s Caslon Text bold Georgia bold fonts to the set of ten listed on these pages. King’s Caslon Text bold italic Georgia bold italic Find further detail here as a last resort choose these alternative system fonts if King’s corporate support fonts are not available CONTENTS 8 CONTACT [email protected] KING’S BRANDING King’s core primary palette is red and white with black used ELEMENT 5 COLOUR in very LIMITED amounts. Do not use colours other than the set shown PANTONE: single inks, specify for merchandise Our red deliberately Some of the secondary here. Please observe the exact CMYK and CMYK: for 4 colour printing aligns us with iconic palette colours are inspired RGB values specified as these are bespoke RGB: for screen London buses and by the silk edging of our (ie not automatic conversions) and are the HEX: for web coding telephone boxes. graduation gowns, designed result of careful testing. RAL and DULUX: for paint by Vivienne Westwood in 2008. The faculties (as constituted KING’S RED PANTONE 485 WHITE BLACK – use sparingly PRIMARY PALETTE CMYK C0 M96 Y100 K0 CMYK C0 M0 Y0 K0 CMYK C35 M60 Y60 K100 in 2008) continue to be RGB R226 G35 B26 RGB R255 G255 B255 RGB R0 G0 B0 represented by particular HEX #E2231A HEX #FFFFFF HEX #000000 RAL 3028 RAL 9016 TRAFFIC WHITE RAL 9005 JET BLACK colours on the gowns: DULUX 16YR 16/594 n ARTS & HUMANITIES n DENTISTRY, ORAL & CRANIOFACIAL SCIENCES PEARL GREY PANTONE 537 SLATE GREY PANTONE 431 TEAL BLUE PANTONE 320 PEA GREEN PANTONE 339 HOT PINK PANTONE 240 n LAW CMYK C15 M5 Y5 K5 CMYK C35 M15 Y15 K60 CMYK C100 M0 Y33 K5 CMYK C81 M0 Y54 K0 CMYK C25 M95 Y0 K0 n BIOMEDICAL EDUCATION RGB R205 G215 B220 RGB R90 G100 B105 RGB R0 G158 B160 RGB R40 G195 B130 RGB R200 G50 B150 n KING’S BUSINESS SCHOOL HEX #CDD7DC HEX #5A6469 HEX #009EA0 HEX #28C382 HEX #C83296 n MEDICAL EDUCATION RAL 260 80 10 RAL 240 40 10 RAL 200 60 40 RAL 160 70 50 RAL 340 50 45 n NATURAL & MATHEMATICAL SCIENCES DULUX 30BB 54/072 DULUX 30BB 16/031 DULUX 80GG 27/386 DULUX 30GG 33/453 DULUX 10RR 25/437 n NURSING & MIDWIFERY n PSYCHIATRY, PSYCHOLOGY & NEUROSCIENCE POWDER BLUE PANTONE 535 MIDNIGHT BLUE PANTONE 534 PANTONE REFLEX BLUE SKY BLUE PANTONE 306 SOFT PINK PANTONE 184 NEUTRAL PALETTE n SOCIAL SCIENCE & PUBLIC POLICY CMYK C50 M33 Y15 K1 CMYK C95 M74 Y10 K50 CMYK C100 M90 Y0 K0 CMYK C75 M0 Y0 K0 CMYK C0 M80 Y40 K0 RGB R141 G158 B188 RGB R10 G45 B80 RGB R0 G35 B149 RGB R0 G185 B225 RGB R252 G94 B114 (NB the IoPPN dark red gown HEX #8D9EBC HEX #0A2D50 HEX #002395 HEX #00B9E1 HEX #FC5E72 edging no longer features in RAL 260 70 20 RAL 270 20 25 RAL 280 30 40 RAL 230 60 40 RAL 010 60 45 the colour palette.) Faculties DULUX 30BB 33/163 DULUX 50BB 11/321 DULUX 43BB 09/340 DULUX 18BG 47/282 DULUX 74RR28/432 may wish to but do not have MUSHROOM PANTONE 7528 PEBBLE PANTONE 410 SEA BLUE PANTONE 285 LIME GREEN PANTONE 381 ORANGE PANTONE 165 to extend this colour usage to CMYK C5 M10 Y15 K15 CMYK C20 M35 Y25 K60 CMYK C90 M48 Y0 K0 CMYK C25 M0 Y100 K0 CMYK C0 M70 Y95 K0 their general materials. RGB R205 G195 B185 RGB R95 G85 B80 RGB R0 G90 B210 RGB R200 G225 B40 RGB R255 G95 B5 HEX #CDC3B9 HEX #5F5550 HEX #005AD2 HEX #C6E128 HEX #FF5F05 RAL 080 80 05 RAL 020 50 05 RAL 260 50 40 RAL 100 80 80 RAL 050 60 80 Our colours are for sharing. DULUX 10YY 48/071 DULUX 50YR 22/052 DULUX 93BG 32/374 DULUX 70YY 53/638 DULUX 70YR 30/651 No colour is exclusive to any part of King’s – they are for LILAC PANTONE 271 PURPLE PANTONE 267 LIME GREEN 2 PANTONE 390 YELLOW PANTONE 124 CMYK C45 M42 Y0 K0 CMYK C76 M100 Y0 K0 CMYK C25 M0 Y100 K15 CMYK C0 M30 Y100 K5 general use and can be used RGB R155 G130 B210 RGB R80 G20 B145 RGB R180 G189 B16 RGB R245 G185 B15 by everyone. HEX #9B82D2 HEX #501491 HEX #B4BD10 HEX #F5B90F RAL 290 60 35 RAL 300 30 40 RAL 100 70 60 RAL 080 80 90 DULUX 05RB 34/258 DULUX 23RB 11/349 DULUX 72YY 47/743 DULUX 25YY 49/757 CONTENTS 9 CONTACT [email protected] KING’S BRANDING Government figures estimate that there are ELEMENT 5 ACCESSIBLE COLOUR COMBINATIONS over 11 million disabled Do not use colour as the only way of conveying information If something is important enough to be seen it needs to people in the UK. 2 million or identifying content – there must always be sufficient be clear to all viewers. You can check for accessibility by of these have visual contrast between background and foreground colours uploading images or screenshots to a colour blindness impairments. for meaningful distinctions to be distinguished, whether simulator such as www.color-blindness.com Coloured text on a coloured the elements are text, icons, repeating shapes or logos. background must be LARGE and BOLD enough to be ON KING’S RED ON BLACK PRIMARY PALETTE legible to ALL readers. text colour can only be text colour can be White White Yellow Lime There should be strong Green Sky Blue contrast between the text and the background ON PEARL GREY ON SLATE GREY ON TEAL BLUE ON PEA GREEN ON HOT PINK – please see the text colour can be text colour can be text colour can be text colour can be text colour can be recommended colour Black King’s Red White Yellow White Black Yellow White Black White Pearl Grey combinations on the left. Midnight Blue Lime Green 1 Lime Green 1 Midnight Blue Lime Green 1 Reflex Blue Pebble Red/green combinations must be avoided – 1 in 12 ON MIDNIGHT BLUE ON REFLEX BLUE ON SKY BLUE ON SOFT PINK NEUTRAL PALETTE ON POWDER BLUE men and 1 in 200 women text colour can be text colour can be text colour can be text colour can be text colour can be can’t distinguish between White Black White Yellow White Yellow White Black White Black Midnight Blue Lime Green Lime Green 1 Pearl Midnight Blue Midnight Blue red and green. Pearl Grey Orange Grey Orange NB Limit the use of black as ON MUSHROOM ON PEBBLE ON SEA BLUE ON LIME GREEN ON ORANGE a solid background colour text colour can be text colour can be text colour can be text colour can be text colour can be to very SMALL areas only. Black King’s Red White Yellow White Yellow Black Midnight Blue White Black Midnight Midnight Blue Purple Lime Green 1 Sky Blue Lime Green 1 Purple Reflex Blue Blue Purple Reflex Blue Slate Grey Pearl Grey ON LILAC ON PURPLE ON LIME GREEN 2 ON YELLOW text colour can be text colour can be text colour can be text colour can be White Black White Yellow White Black Black Midnight Blue Lime Green 1 Orange Midnight Blue Purple Purple Reflex Blue Sky Blue Pearl Grey Reflex Blue CONTENTS 10 CONTACT [email protected] KING’S BRANDING The coat of arms has an exclusive role. It is only ELEMENT 6 COAT OF ARMS (FORMAL USE) used as the primary brand designator in its full form on formal and ceremonial crest items such as examination certificates, formal invitations and graduation materials to lend dignity and status. The helm coat of arms also acts as a legitimising device on legal and mantling official titles and documents. The current university coat shield of arms was developed following the mergers with motto King’s College London Queen Elizabeth College and Chelsea College in 1985, and incorporates aspects of their heraldry. A warrant for the use of this coat of arms was granted in 1995 by the College of Arms, where a copy is kept on record. The right to use the Royal Crown in our armorial bearings was granted by Her Majesty The Queen. If it appears on its own, the coat of arms should always be used in conjunction with the King’s College London name ‘King's College London’ King’s College London beneath it. CONTENTS 11 CONTACT [email protected] KING’S BRANDING The coat of arms may be used as an illustrative device ELEMENT 6 COAT OF ARMS (ILLUSTRATIVE USE) in contexts where the King's logo is the primary brand designator. In these cases the university name beneath the coat of arms can be dispensed with. Document title Subtitle When used illustratively the coat of arms may bleed off the item’s edges. It may be coloured to create a watermark effect. When used in conjunction with the King’s logo it should used as an illustrative watermark on header used in conjunction with be sized and treated so as panel to logo-branded digital screens the King’s logo to take secondary visual position. When used in conjunction with the King’s logo the coat Register here Campus tours of arms should be sized to Paper and depart here e-tickets the width of the white King’s logotype within the red logo box. It should be positioned directly beneath the King’s logo and balanced at the used as an illustrative opposite edge of the item. Green zone watermark on logo- branded pop-up banners Teal zone and open day signage CONTENTS 12 CONTACT [email protected] KING’S BRANDING The three hospital shields representing Guy’s, King’s ELEMENT 7 HOSPITAL SHIELDS College and St Thomas’ Hospitals may be used in conjunction with the King’s i) King’s College London logo to promote the GKT coat of arms School of Medical Education. 1829-1985 Historical background In the case of Guy’s and St ii) King’s College London Thomas’, the medical (and shield dental) schools grew out of 1829-1985 the hospitals, and they have continued to use the hospitals’ shields for some purposes. In the case of King’s College Hospital however, the Hospital grew out of the College, and the Hospital has therefore in iii) King’s College London the past used the shield of the current coat of arms College as it was at the time 1985- of the Hospital’s founding (ii). The King’s College London iv) King’s College London coat of arms (i) changed in current shield 1985 following mergers, and 1985- a warrant for its use was granted by the College of Arms in 1995. It is therefore appropriate for the current King’s medical and dental schools to reference the College’s current coat of arms (iii) by using the shield (iv). CONTENTS 13 CONTACT [email protected] KING’S BRANDING The three shields must always be used in conjunction with ELEMENT 7 HOSPITAL SHIELDS the King’s logo. Artwork: the three shields are supplied grouped together as The shields are shown and are available as a positioned either vector graphic. below or above the King’s logo, not to one Position: either below or side. above the King’s logo – never x black line indicates alone or to one side. (non-printing) exclusion zone Sizing: to the width of the scotch rule beneath the King’s logotype. They are positioned at the edge of the exclusion zone, calculated by measuring 75% black the cap height of ‘LONDON’ in on a white the logotype. background Colour: to give prominence to the King’s logo, the three hospital shields always appear in a monochrome tint – see next page for details. CONTENTS 14 CONTACT [email protected] KING’S BRANDING To give prominence to the King’s logo, the three ELEMENT 7 HOSPITAL SHIELDS hospital shields appear in a monochrome tint. 75% black on a white background 75% black 40% reflex over a light uncluttered blue on solid photographic background GKT SCHOOL GKT School OF of Medical MEDICAL Education EDUCATION reflex blue 75% black over a 40% black light uncluttered background over a dark uncluttered photographic photographic background background 40% of that solid colour on a solid colour background Faculty of Life Sciences & Medicine 40% black on a dark uncluttered www.kcl.ac.uk/medicine photographic background GKT SCHOOL OF MEDICAL EDUCATION Creating medical leaders of the future CONTENTS 15 CONTACT [email protected] KING’S BRANDING The King’s College London logo must appear on all university MERCHANDISE merchandise items. The most cost-effective way to buy merchandise is to THE DICKSON POON order red items with a white SCHOOL OF LAW overprint, or white items with a red overprint, removing the need to print in two colours. This is one of the few exceptions to the rule of not allowing a white logotype in a sea of red. If the item of merchandise itself is a bright red (which must match Pantone 485, the King’s red), then the red box surrounding the King’s logotype may be omitted. Otherwise the red box of the logo must appear at all times. Items of merchandise should conform to the colour scheme detailed in this document. A KING’S DESIGNER should be commissioned to set up and supply the artwork for merchandise so that THE DICKSON POON FACULTY OF ARTS & quality is ensured. Details SCHOOL OF LAW HUMANITIES of the designers and how to commission them are here CONTENTS 16 CONTACT [email protected] KING’S BRANDING Only corporately run central social media accounts may SOCIAL MEDIA ACCOUNTS use the white capital K from the King’s logo on a solid red ground for their icon. The full logo is not used in this context because it loses definition and does not project a strong, confident impression of King’s. Departmental accounts should be branded with the quartered square icon design. This has a solid red top left quarter containing the white capital K from the King’s logo, which leaves the remaining corporate Facebook corporate Twitter three quarters of the icon available for a relevant image. Contact [email protected] to discuss options and have the template for departmental accounts white K/red panel added to Facebook, Instagram, Twitter your chosen picture. CONTENTS 17 CONTACT [email protected] KING’S BRANDING A solid red app icon with the white capital K from the King's APP ICONS logo can only be used for central, corporately run apps. Apps for individual King’s initiatives should be branded with the quartered design. This has a solid red top left quarter containing the white capital K from the King’s logo, leaving the remaining three quarters of the icon available King’s Mobile Welcome to King’s iPhone Android for a relevant image. This app app styling follows the structure of the social media icons. core corporate apps sub-branded layout Contact [email protected] or a KING’S DESIGNER to discuss options and have the white K/red panel added to your picture. CONTENTS 18 CONTACT [email protected] KING’S BRANDING This icon set was specifically designed for King’s. ICON SET You can download the icons in .png format in any King’s colour from Celum, the image library. See page 30. academics accommodation alarms off appointments arrow arrows AV projector awards launch awards clinic care collaborations contacts course/teaching session culture or data protection degree award dialogue or documentation economics email employment enlarge estates exhibition face to face feedback art gallery conversation fees forum, lecture further info global growth health ideas important information inter- internship IT joint honours or conference dependence learning and library like on major/minor mobile online options parenting peer phone phone phone politics support facebook honours courses facilities observation to silent vibrate off Q i power power quiet zone reading reflective RSS feed seminar or service service service service service shopping outage restored evaluation workshop disruption maintenance status outage restored S single honours social event§ software statistics student student records study abroad support advice support human talk lecture target set theatre video downloads numbers resource WWW. view images visit website young carers younger people bauble christmas tree holly ice skate north star snowflake snowman stocking London specific big ben double decker london eye shard gherkin globe theatre nelson’s column royal courts of st paul’s tower bridge bus justice King’s specific bush house dna guy’s guy’s memorial maughan reggie strand chapel strand quad maurice wohl clinical somerset house east wing colonnades arch library tower ceiling arch neuroscience institute CONTENTS 19 CONTACT [email protected] KING’S BRANDING EXAMPLES KING’S CAREERS & EMPLOYABILITY Building success kcl.ac.uk/careers 020 7848 7134 [email protected] Making sense of Career options @kingscareers up in the air? @kingscareers @kingscareers We’ll help you Building success We work with staff, students and industry to help shape a range of ideas and options, reflect An event series from the Faculty and review these and build successful careers. of Social Science & Public Policy, KING’S CAREERS King’s College London & EMPLOYABILITY kcl.ac.uk/sspp Artwork set up at 100% Banner size: 2100mm x 850mm – Please double check sizes 150mm bleed included at the bottom of panel Do not print this box CONTENTS 20 CONTACT [email protected] KING’S BRANDING EXAMPLES INTRODUCING… SUMMER 2018 DESIGN: Day 1, www.day1.org.uk Approved by [email protected], June 2018 INSTITUTE OF PSYCHIATRY, PSYCHOLOGY & NEUROSCIENCE Image courtesy of Inés Cámara Leret. From the Dental Institute at King’s College London, Guy’s and St Thomas’ and King’s College Hospitals Sipping fruit tea Research Spit crystals and can damage teeth the desalination Once again in this academic year, the staff and students of our Dental Institute have delivered really significant achievements in education, research and service to society. Just a small of sea water selection of these are presented in this issue of News Bites. Student A team of Dental Institute researchers, led by Dr Saoirse O’Toole, found that King’s researchers are developing a new method of water W hilst this is an opportunity to look back and celebrate these successes, it is also As we come to the end of this academic year, I would like to congratulate all of our students who have successfully completed their studies with us. We wish you all Showcase a time to look forward 2019T consuming acidic food and drink between meals and savouring them for too long, desalination, originating from a previous collaboration with and develop plans for the future. Over the greatest success and happiness in the increases the risk of tooth erosion from acid. artist Inés Cámara Leret. the last few months, we have undertaken next stages of your career and hope that A he research, published in The research found that people who n original art project, called Spit Crystals, was a comprehensive review of the five you will all look back on your time at the the British Dental Journal, drank, for example, water with a slice commissioned by Science Gallery London and pillars of King’s Vision 2029: education, Dental Institute as a truly fulfilling and looked at the diets of 300 of lemon or hot fruit-flavoured teas brought together researchers from the Randall research, service to society, London enjoyable stage in your lives. We have people with severe erosive twice a day between meals, were Division and Dental Institute. Crystals were grown and International. I would like to thank all certainly enjoyed having you here. tooth wear, which is increasing as more than 11 times more likely to have from saliva showing the importance of proteins in the everyone who has contributed to this people snack more. Fruit squashes, moderate or severe tooth erosion. But crystallisation process, leading to the idea that seawater could process to date and I look forward to Professor Mike Curtis cordials, fruit teas, diet drinks, sugared this figure was halved when the drinks be desalinated through crystal formation. finalising and publicising the details in Executive Dean drinks and flavoured water are all were taken with meals. ‘By adding protein to a salt mixture, the solution will fern whilst the near future. King’s College London Dental Institute acidic and can cause wear and tear to The paper has been widely reported it dries and desalinate in a manner that’s different to normal teeth. by the national media, including the Three-minute thesis heat and evaporation,' said Jack Houghton, PhD student at the Dental Dr O'Toole said: ‘If you drink for BBC and Daily Mail, and is going to Institute. 'We realised that controlling this process could lead to longer than five minutes, or play with be the subject of popular science series improvements in desalination methods allowing freshwater to be King’s second in poster presentations by our food or drink in your mouth, or if you Trust Me I’m A Doctor, going out in obtained from all seater.’ This Hospital Heroes booklet belongs to nibble on fruit rather than eating it September. Science and art coming together to produce some truly postgraduate research students whole, this can really damage your teeth.’ unexpected results. the world for dentistry Name David Craig MBE School Dr David Craig, Consultant, Honorary too. Training students and providing care Every day here has been a real pleasure. Dentistry at King’s College London has maintained its standing as the top school for dentistry in Europe and T Senior Lecturer and Head of Sedation for our patients is what makes our jobs ‘In the time I’ve been here the ethos and Special Care Dentistry, has been so worthwhile. My specialist interest is of training students to the very highest has also risen to second in the world in the 2018 QS World University Rankings. The latest result is the apex made a Member of the Order of the conscious sedation. We use this to relax standard and treating patients to the of an upward trend for the Dental Institute since the QS World Rankings were first published in 2011. British Empire (MBE) for services to patients who are anxious or undergoing best of our ability hasn’t changed – but he QS rankings highlight the Executive Dean Professor Mike Curtis said: dental patients. Dr Craig said: ‘I’m delighted to receive potentially stressful dental treatment. ‘I feel so fortunate to have been at Guy's and to have had the opportunity to work improvements in educational and clinical techniques have altered the way we now achieve these goals.’ RANKED NUMBER TWO IN world’s top universities across 42 popular subject areas. Institutions are assessed on academic reputation, ‘Maintaining our position as the top school in Europe but also rising to second in the world in the global rankings reaffirms our position as a world-class An exhibition of new work from six contemporary artists this award. It's lovely for our department resident across the university alongside so many wonderful colleagues. THE WORLD FOR DENTISTRY citations to publications and employer institution and reflects the dedication, commitment QS WORLD UNIVERSITY reputation to give an overall score. and innovation of our academic and professional RANKINGS 2018 King’s College London Dental Institute staff, our students, and our alumni.’ King’s College London Dental Institute scored 89.2 overall, with 85 for academic The QS World University Rankings Guy’s Tower Wing, Guy’s Hospital, London SE1 9RT, United Kingdom reputation and 92.6 for citations per paper. by Subject has been published annually +44 (0)20 7188 7188 The Dental Institute has retained its since 2011. poster KCL.AC.UK/ position as the leader in the UK and Europe. DENTISTRY @KINGSDENTISTRY /KINGSDENTISTRY 23 October – 15 December 2018 Tuesday 9 April 2019 KCL DI NEWSBITESUMMER 2018 AW.indd 1-2 27/06/2018 10:46 Monday – Saturday 10.00 – 17.00 IoPPN Main Building Arcade at Bush House, South Wing, Strand WC2B 4PJ FREE ADMISSION Welcome Timetable Dear students, staff and guests, 10.00 Registration and putting up posters RM A&B It is a real pleasure to introduce the 2019 showcase 11.00 Poster session RM A&B and lunch EH event for postgraduate research students here 14.00 Welcome address and three-minute thesis heat – Part 1 WLT at the Institute of Psychiatry, Psychology & 15.00 Refreshment break LM Neuroscience (IoPPN). This event is an opportunity 15.15 Three-minute thesis heat – Part 2 WLT for students to share their work with other students 16.15 Prize-giving and social reception IoPPN Canteen and staff and to highlight the incredible breadth, depth and quality of work that is being carried out Key by our PhD and MD(Res) students. In addition, the EH Education Hub Student Showcase includes the IoPPN 3-Minute LM Lower Mezzanine (outside Wolfson) Thesis (3MT) heats, from which we will be selecting RM A&B Sir Robin Murray Lecture Theatre two students to represent the IoPPN in the King’s WLT Wolfson Lecture Theatre 3MT final. With plenty of prizes on offer, I wish all poster and 3MT presenters the best of luck. Professor Sarah Byford Director of Doctoral Studies Guy’s Campus www.kcl.ac.uk Research Student Showcase 2019 3 lapel pin social media icon, web banner, external signage banner pull up banner CONTENTS 21 CONTACT [email protected] KING’S BRANDING EXAMPLES book of themed Powerpoint slide deck postcards for Service strategy EDUCATION STRATEGY King’s College London EDUCATION STRATEGY 2017–22 Strand London WC2R 2LS 2017–22 United Kingdom +44 (0)20 7836 5454 kcl.ac.uk EDUCATE TO INSPIRE AND IMPROVE KING’S STRATEGIC VISION 2029 It’s our deeds that define us. KCL EDUCATION STRATEGY AW - COVER.indd 1-3 07/09/2017 18:30 themed suite of strategy reports CONTENTS 22 CONTACT [email protected] KING’S SUB-BRANDING Centres, institutes, faculties and departments that are part of King’s USE ELEMENT 1 KING’S LOGO College London are not entitled to their own stand- institution + alone logo and identity. Permanent lockups of text USE ELEMENT 2 PRIMARY FONT, CAPITAL LETTERS (SMALLER SIZE) with the King’s logo are not institution’s issuing area permitted. + A profile raising exercise involving a bespoke look USE ELEMENTS 2+3 PRIMARY FONT, UPPER AND LOWER CASE (LARGER SIZE) and feel can be developed issuing area’s current initiative within brand guidelines + with the help of a King’s Designer. USE ELEMENT 5 COLOURS Please refer to the from the King’s colour palette separate Sub branding + guidelines for more detail. USE CONSISTENTLY APPLIED, APPROPRIATE IMAGERY from the image library, or correctly licensed from elsewhere CONTENTS 23 CONTACT [email protected] KING’S SUB-BRANDING Sub-branding (expressing the name of a centre, ELEMENT 2 PRIMARY FONT, CAPITAL LETTERS institute, faculty or department visually) uses the primary font, KING’S BUSINESS King’s Bureau Grotesk 37, in capitals. Lines of text should be balanced and SCHOOL may be placed in the top left hand or bottom left hand corner of an item, or added as part of the heading structure – for guidance please contact INSTITUTE OF [email protected] The King’s logo must always GERONTOLOGY be in primary position on all materials. Please refer to the separate Sub branding guidelines for more detail. CENTRE FOR SCIENCE & SECURITY STUDIES CONTENTS 24 CONTACT [email protected] KING’S SUB-BRANDING On stand-alone items such as merchandise, the STRUCTURE name may appear under or beside the King’s logo. Any merchandise should be designed by one of 1 KING’S LOGO + 2 PRIMARY FONT CAPITALS + 2 PRIMARY FONT UPPER AND LOWER CASE our external approved (institution) (institution’s issuing area) (issuing area’s current initiative) designers – for guidance please contact [email protected] Policy Idol The King’s logo must always THE POLICY 2019 be in primary position on INSTITUTE all materials. Please refer to the separate Sub branding guidelines for more detail. SCHOOL OF EDUCATION, Annual lecture 2019 COMMUNICATION & SOCIETY FACULTY OF ARTS & HUMANITIES Inaugural lecture CONTENTS 25 CONTACT [email protected] KING’S SUB-BRANDING • Choose appropriate EXAMPLE USING CONSISTENT COLOUR AND IMAGERY imagery with the guidance of a King’s Designer. • Use the imagery on the GOVERNANCE & GOVERNANCE & web, social media and printed collateral. EQUALITY EQUALITY • Add the name of your area Making a start in primary font capitals. Making progress • For the title use the primary font in upper and lower case followed by support fonts if required for subtitle and so on. • Ensure that the King’s logo is correctly sized and placed. For guidance and support please contact [email protected] Please refer to the separate Sub branding guidelines for more detail. CONTENTS 26 CONTACT [email protected] KING’S SUB-BRANDING Please refer to the separate Sub branding FAQS guidelines for more detail. Quality imagery adds Why can’t we have our own separate logo or lock-up? to any communication, conveying nuanced Because secondary logos and lock-ups detract from the King’s parent meaning at a glance. brand, dilute its impact and confuse our audiences. Find information on sourcing imagery here But having our own logo or lock-up would improve our profile, wouldn’t it? No. You can best demonstrate your distinctiveness by developing the narrative of how your work contributes to making the world a better place, and telling your story consistently and compellingly in all media. Can we choose colour to achieve differentiation on our materials? Yes. You must choose from the King’s colour palette (see page 9). Can we use imagery to achieve differentiation? Absolutely. Make sure it is relevant, tells your story compellingly, is visually arresting, of the appropriate quality to represent your work and either commission it, or buy/license it correctly from an image library. Be careful of legibility if text is laid over an image. Can we use additional typographic devices at all? Just your area name in King’s Bureau Grotesk 37 capitals, top left or bottom left on an item or as part of the headings structure. Please contact [email protected] for guidance. CONTENTS 27 CONTACT [email protected] DUAL BRANDING WITH EXTERNAL PARTNERS These examples show visual dual branding for project collateral such as posters, leaflets, Please contact Brand for assistance with all dual hoardings, one-off presentation slides and branding. ELEMENT 1 BOXED KING’S LOGO commemorative plaques and are NOT applicable to + The King’s brand must not permanent King’s corporate signage or stationery be undermined by crowding unless expressly detailed by contract. the logo with other visual ELEMENT 2 PARTNER LOGO elements. Red is the logo’s standard preferred colour. The exclusion zone is the minimum distance from another item that must be observed – no text or bold visual elements may appear within it. However a partner logo may be placed black line indicates (non-printing) exclusion zone black line indicates (non-printing) exclusion zone further away from it, for instance in an opposite corner. If the partnership is equal the logos should appear visually equal. If the partnership is hierarchical this should be black line indicates (non-printing) exclusion zone determined at the outset and expressed visually to K and k are of equal height the satisfaction of both logos line up along a common baseline parties. KCLSU logo always appears in black in this pairing As far as possible the the partner logo may be located to the left or the right of corporate branding rules the King’s logo of both parties should be black line shows (non-printing) exclusion zone observed. CONTENTS 28 CONTACT [email protected] DUAL BRANDING WITH EXTERNAL PARTNERS Please contact Brand & Marketing for assistance with all dual branding. ELEMENT 1 BOXED KING’S LOGO + Multiple logos often have to appear together. ELEMENT 2+ PARTNER LOGO(S) The order they appear in must be determined to the satisfaction of all parties, alphabetical order often being a workable solution. It is usually more elegant to show each logo in black rather than risk a Approved logo grouping for the King’s Health Partners collaborating partners proliferation of clashing colours. Once equal logo relationships have been established these visual groupings may be drawn on again for other occasions. Monochrome treatment for a mixed group of logos Group of visually balanced colour logos Agreed logo pairing for MRC centres and King’s. MRC lozenge is sized to half the height of the King’s logo box and centred vertically. CONTENTS 29 CONTACT [email protected] ONLINE RESOURCES Brand & Marketing portal King’s image library Branded business stationery and merchandise GUIDANCE ON The King’s image library is available to all staff This hub is the gateway to: Commissioning graphic design working with the King’s brand and offers imagery Business stationery microsite – business cards, Buying print for anyone preparing webpages, presentations envelopes, headed paper, compliments slips, Commissioning photography or other materials. All King’s Designers also have notepads, multipurpose folders, certficates of Commissioning advertising access. attendance or merit. Logos Clearance Coats of arms Branded merchandise – in stock, print on demand Images are cleared for university use only. For Fonts or bespoke branded items, and how to order or other uses please apply either to brand@kcl. Imagery commission them. ac.uk or the Archives. Editorial style Event branding – branded tablecloths and pop up Access banners, artwork and suppliers. The system can be accessed using your King's ID ACCESS BRAND RESOURCES and password. First time users need to register Staff name badges and rubber stamps – supplier Word templates for an account with the IT Service Desk. and ordering information. Powerpoint templates Buying branded stationery Download rights Certificates of attendance/merit A standard user is able to download from the Multi-purpose folders 'Image library’ folder only, and not from any of Staff name badges the other departmentally owned folders unless Conference badges special permissions are granted by the owner Rubber stamps and set up by IT. Find further information here CONTENTS 30 CONTACT [email protected] WHAT DOES BRAND DO? WHAT SERVICES DOES BRAND OFFER? Brand guidelines are available for download here. • We have strategic oversight of all brand-related activity. • We offer responsive branding and design guidance via [email protected] • We direct strategic forward planning for the visual brand. • We are responsible for all brand queries and are involved • We curate the visual image of King’s. with all aspects of how King’s presents itself visually. • We oversee the use of the visual brand – looking after • We write, maintain and publish the brand guidelines: what we look like in the physical world and online, in all media. BRANDING ESSENTIALS • We serve the whole university. WRITING THE KING'S WAY • We maintain a holistic overview and approach. PHOTOGRAPHY AND VIDEO • We meet regularly with the directorates, faculties and RECRUITMENT ADVERTISING KCLSU. SIGNAGE • We manage the framework of external creative agencies, STATIONERY guiding and moderating their creative output. SUB BRANDING • We manage the King’s Designers blog. • We issue the King’s logo on application, personally vetting • We manage the online business stationery portal. every request – at least one every working day of the year. • We direct the design of King’s merchandise. • We maintain the practical brand toolkit of logos, crests, fonts, colour palette and imagery, and control how they should be used. CONTENTS 31
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