Corporate Identity Guidelines - University of St Andrews

Corporate Identity Guidelines 

May 2012 www.st-andrews.ac.uk/corporateidentity 

© University of St Andrews 2012 www.st-andrews.ac.uk/corporateidentity 

1

Introduction Contents 

As our communications for the University’s 600th Anniversary grow in both pace and complexity, we need to 

ensure that they are presented in a clear, controlled and consistent manner . We are therefore providing these 

Corporate Identity Guidelines which includes the updated design elements of the ‘standard’ University logos, 

as well as the bespoke Anniversary style logos . 

These guidelines have been produced to ensure that all the key visual elements and colour palette and 

typographical elements of our Anniversary celebratory years can be consistently applied, maintaining the 

high quality of our presentation and messages . 

Merchandise – if you are producing any type of merchandise where the logo design and sizes as laid out 

in this Manual are problematic (for example on small items such as pens) please contact Print & Design – 

details on the back cover . 

Signage – any requests for new or replacement signs please email your request to Gill Marks: 

signage@st-andrews .ac .uk Telephone: (01334 46)3987 

Alternative logos or designs - the University will only consider the use of alternative brands and logos in 

cases where a clear academic or market imperative can be demonstrated . 

Please contact Print & Design (contact details on the back cover) for all enquiries on the application of the 

University of St Andrews corporate identity . 

An online version of these Corporate Identity Guidelines and also information on downloading logos, the 

black and white letterhead and PowerPoint slides are available at: www .st-andrews .ac .uk/corporateidentity 


Logos 

Essential Elements . . . . . . . . . . . . . . . . . . . . . . . . . .3 

Minimum Reproduction Sizes . . . . . . . . . . . . . . .4 

Clear Space Rules . . . . . . . . . . . . . . . . . . . . . . . . . . .5 

Clear Space Examples . . . . . . . . . . . . . . . . . . . . . . .6 

Colour Palette . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7 

Typography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8 

Stationery 

Letterheads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9 

Business Cards . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 

Compliment Slips . . . . . . . . . . . . . . . . . . . . . . . . . .11 

PowerPoint Presentations . . . . . . . . . . . . . . . .12 

Web Pages Styling . . . . . . . . . . . . . . . . . . . . . . . .13 

Where to get help . . . . . . . . . . . . . . . back cover 

2

Logos – Essential Elements 

The Anniversary logo: 

The Stacked logo: The Anniversary Stacked logo: 

The University of St Andrews logos are 

fundamental in showing who we are and in 

differentiating us from our competitors. 

The Anniversary logo is made up of four graphic 

elements: the shield, the University of St Andrews 

name, the ‘Scotland’s first university’ strapline and 

the 600 years device contained within the two 

keylines . 

The Stacked logo is made up of two elements: 

the shield with the University’s name underneath . 

It may be used as an alternative option to the 

Anniversary logo especially where space may be 

limited and also, for example, in conjunction with 

other logos . 

The Anniversary Stacked logo is made up of three 

elements: the shield with the University’s name and 

the 600 years device underneath below a line . 

All of the elements that make up the logos have 

been designed to work in a fixed relationship with 

one another to produce maximum visual impact . 

The elements of the logos and their relationship 

must never be altered or modified in any way . For 

example the shield must not be produced on its 

own without the University name (apart from 

being used as a watermark design element) . 

The three logos are shown both in colour and also 

monochrome . The colour versions must not be used 

in monochrome . 

When printing the monochrome version of the 

logos on a dark background a white version should 

be used . 

Minimum Reproduction Size – please see page 4 . 

Logos can be downloaded from: 

www .st-andrews .ac .uk/corporateidentity 


3

Logos – Minimum Reproduction Sizes 

7mm 

9mm 

15mm 

15mm 

There is a minimum reproduction size for the 

logos to ensure that the University name is still 

legible and also that the lines do not merge in the 

monochrome versions . The measurements are from 

the top to the bottom tip of the shield . 

The minimum reproduction size for the 

Anniversary colour logo is 7mm high . 

For the Stacked colour logo and the Anniversary 

Stacked colour logo, the minimum size is 9mm . 

For the Stacked monochrome logo, the 

Anniversary Stacked monochrome logo and the 

Anniversary monochrome logo the minimum size 

is 15mm . 

In particular circumstances (for example 

merchandise) where the monochrome logos are 

required below the minimum sizes or where the 

detail won’t hold up because of the process used, 

then please contact Print & Design (see back cover) . 

Logos can be downloaded from: 



4

Logos – Clear Space Rules 

The Anniversary logo minimum clear space: 

x 

x 

The Stacked logo minimum clear space: The Anniversary Stacked logo minimum clear space: 

x x x x x x 

x x x 

2x 2x 2x 

x x 


x 

x 

x 

x 

2x 

x 

x 

2x 

x 

x x 

x 

2x 

x 

There is a minimum clear space around the 

logos, indicated by the outer keyline boxes . No 

typography, illustration, photography or other 

graphic device must ever encroach 

upon this area . 

For examples of the clear space rules in use please 

see page 6 . 

For Minimum Reproduction Sizes please see page 4 . 

5

Logos – Clear Space Examples 

The Anniversary logo minimum clear space example: 

2x 

x 

The Anniversary Stacked logo minimum clear space example: 

2x 

Print & Design 

x 

Print & 

Design 

The Stacked logo minimum clear space examples: 

Print & Design 


x 

2x 

Print & 

Design 

2x 

x 

6

Colour Palette 

Primary colours Secondary colours 

St Andrews 

Blue 


Red 


Yellow 


Black 

80 

60 

40 

20 

80 

60 

40 

20 

PANTONE® 287 

Print 

c 100 m 68 y 0 k 12 

Screen 

r 0 g 83 b 155 

PANTONE® 485 

Print 

c 0 m 95 y 100 k 0 

Screen 

r 238 g 50 b 36 

PANTONE® Yellow C 

Print 

c 0 m 0 y 100 k 0 

Screen 

r 255 g 238 b 0 

PANTONE® Black 

Print 

c 0 m 0 y 0 k 100 

Screen 

r 0 g 0 b 0 


Light Blue 


Orange 


Green 


Dark Green 

80 

60 

40 

20 

80 

60 

40 

20 

80 

60 

40 

20 

80 

60 

40 

20 

PANTONE® Process Cyan 

Print 

c 100 m 0 y 0 k 0 

Screen 

r 0 g 174 b 239 

PANTONE® 144 

Print 

c 0 m 48 y 100 k 0 

Screen 

r 248 g 152 b 29 

PANTONE® 361 

Print 

c 69 m 0 y 100 k 0 

Screen 

r 84 g 185 b 72 

PANTONE® 330 

Print 

c 100 m 0 y 48 k 60 

Screen 

r 0 g 89 b 83 


Purple 


Burgundy 


Grey 


80 

60 

40 

20 

80 

60 

40 

20 

80 

60 

40 

20 

PANTONE® 2583 

Print 

c 46 m 63 y 0 k 0 

Screen 

r 147 g 111 b 177 

PANTONE® 1955 

Print 

c 0 m 100 y 60 k 37 

Screen 

r 163 g 2 b 52 

PANTONE® Cool Grey 11 

Print 

c 0 m 2 y 0 k 68 

Screen 

r 113 g 112 b 116 

There are four primary colours that make up the 

University of St Andrews corporate identity, with 

St Andrews Blue being the core Corporate colour . 

A palette of secondary colours has been selected 

to complement the primary colours . These will 

be used through our identity to add diversity and 

extend the scope and variety of colour and mood . 

Where necessary, tints of the colours illustrated may 

also be used to extend the colour palette . White is 

also an important colour for our palette . It should 

be used to create space and project a clean, modern 

and fresh presentation for all our layouts . 

Consistent and accurate reproduction of all colours 

is essential to maintain the high quality appearance 

of the identity . A printed/screen colour will vary in 

shade and density depending on the surface/screen 

to which it is to be applied . To overcome this, all 

colours must be matched to our approved colour 

swatches . Never use a previously produced item 

as a colour reference . The process colour 

breakdowns shown here are a guide only and 

should be visually matched to the special colour 

references given . The RGB colour breakdowns will 

vary with screen calibration . 

The colours shown on this page and throughout these guidelines 

have not been evaluated by Pantone, Inc . for accuracy and may not 

match the PANTONE Colour Standard . Consult current PANTONE® 

Colour Publications for accurate colour or contact Print & Design 

(see back cover) . PANTONE® is the property of Pantone, Inc . 

7

Typography 

Primary typeface 

Palatino Regular 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz 

1234567890 !@£&?( )%:; 

Palatino Italic 



1234567890 !@£&?( )%:; 

Secondary typeface 

Myriad Regular 



1234567890 !@£&?( )%:; 

Myriad Italic 



1234567890 !@£&?( )%:; 

Myriad Light 



1234567890 !@£&?( )%:; 

Myriad Semibold 

Palatino Bold 



1234567890 !@£&?( )%:; 

Palatino Bold Italic 



1234567890 !@£&?( )%:; 



1234567890 !@£&?( )%:; 

Myriad Semibold Italic 



1234567890 !@£&?( )%:; 

Myriad Black 



1234567890 !@£&?( )%:; 

Myriad Bold 



1234567890 !@£&?( )%:; 

Myriad Bold Italic 



1234567890 !@£&?( )%:; 

To maintain consistency across all printed 

communications, two typefaces have been 

chosen to support our visual language . 

Primary typeface – Palatino Regular, Italic, Bold 

and Bold Italic should mainly be used for large and 

small headings . The equivalent typeface on PCs is 

Book Antiqua . 

Secondary typeface – The Myriad family of 

typefaces should be used for body copy and 

captions . This font family has a contemporary 

appearance and is easy to read . The range offers 

scope for typographic design and enables us to 

create a distinctive house style . 

If your computer does not have these typefaces 

they can be downloaded from the internet . 

Alternatively, staff and students may use 

Arial instead of Myriad and Times instead of 

Palatino when creating their own documents, 

if not having them professionally designed or 

typeset . (Please contact Print & Design for help 

and advice regarding our professional design 

and layout service . T: 01334 463020 

E: printanddesign@st-andrews .ac .uk) 

PC typefaces – For all screen based 

communications such as PowerPoint, and Word 

templates, Palatino should be replaced with Times 

and Myriad should be replaced with Arial . Times 

and Arial are readily available on PCs and will avoid 

the reflow of typesetting on computers . 


8

Stationery – Letterheads 

10mm 

17mm 

5mm 

1.5mm 

18.5mm 

7.5mm 

25mm 

Name Surname 

Company name 

Building name 

Street name 

City AB12 CD34 

Country 

Date 01.01.2009 

Department Name 

Name Surname Job Title 

160mm 

Dear Sir/Madam 

Lorem ipsum dolor si meliora dies, ut vina, poemata reddit, scire velim. 

Chartis pretium quotus arroget annus. scriptor abhinc annos centum qui decidit, inter perfectos referri 

debet an inter vilis atque novos. Excludat iurgia finis, est vetus atque pro bus, centum qui perficit 

annos. Quid, qui deperiit minor uno mense vel anno, inter quos referendus erit. Vet eresne poetas, 

an quos et praesens et postera res 

Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno. Utor est 

permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, cadat elusus ratione 

ruentis acervi, qui redit in fastos et virtutem aestimat annis miratur que nihil nisi quod. 

Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iun anno. Utor estpermisso, 

caudaeque pilos ut equinae paulatim vello unum, demo et unum, dum cadat elusus ratione ruentis 

acervi, sacravit.sapines et fortis et alter homerus, ut critici dicuntqui redit in fastos et virtutem aestimat 

annis miraturque nihil nisi quod. Libitina sacravit.sapines et fortis et alter homerus, ut critici dicunt, 

leviter curare videtur, quo promissa cadant et somnia pythagorea. Naevius in manibus non est et 

mentibus. 

Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iunior anno. Utor est 

permisso, caudaeque pilos ut equinae paulatim vello unum, demo etiam unum, cadat elusus ratione 

ruentis acervi, qui redit in fastos et virtutem aestimat annis miratur que nihil nisi quod. 

Iste quidem veteres inter ponetur honeste, qui vel mense brevi vel toto est iun anno. Utor estpermisso, 

caudaeque pilos ut equinae paulatim vello unum, demo et unum, dum cadat elusus ratione ruentis 

acervi, sacravit.sapines et fortis et alter homerus, ut critici dicuntqui redit in fastos et virtutem aestimat 

annis miraturque nihil nisi quod. Libitina sacravit.sapines et fortis et alter homerus, ut critici dicunt, 

leviter curare videtur, quo promissa cadant et somnia pythagorea. Naevius in manibus non est et 

mentibus. 

Yours faithfully 

Purdie Building, North Haugh, St Andrews, Fife KY16 9ST 

T: +44 (0)1334 463805 F: +44 (0)1334 463808 E: djc@st-andrews.ac.uk 

W: www.st-andrews.ac.uk/department 

The University of St Andrews is a charity registered in Scotland. No: SC013532 

25mm 

55mm 

50mm 

last 

typed 

line 


Name Surname Job Title 




The University of St Andrews is a charity registered in Scotland. No: SC013532 

Illustrated opposite is the University of St Andrews 

A4 letterhead . All the basic elements of our 

identity and typography should be positioned and 

used in the way shown here . 

Paper size and stock – A4 (210mm x 297mm), 

recycled white laid, 100gsm . 

The Logo – The University of St Andrews 

Anniversary Logo should appear in full colour in 

the size and position shown . The black and white 

version should only be used for communication 

within the University . 

School/Department/Unit descriptor, name and 

job title – Are all set in Palatino Regular 13pt/15pt 

in black . 

Keyline – 1pt in Pantone Cool Grey 11 . 

Address, telecommunication and charity 

details – Are set in Palatino Regular 10pt/12pt line 

spacing . Charity details are set in Palatino Regular 

7 .5pt . 

Typing template – All text should be printed in 

black . The left-hand margin should be 25mm (in 

line with the left-hand side of the shield) and the 

first line of type should start 55mm from the top of 

the A4 sheet . 

For all stationery orders, please contact 

Print & Design: 

T: 01334 463020 

E: printanddesign@st-andrews.ac.uk 

Black and white letterheads are available at: 



9

Stationery – Business Cards 

4mm 

8.5mm 

4mm 

6.5mm 

4mm 

4mm 


Name Surname 

Job Title 

77mm 

Purdie Building, North Haugh 

St Andrews, Fife KY16 9ST 

T: +44 (0)1334 463805 F: +44 (0)1334 463808 

E: djc@st-andrews.ac.uk 


4mm 


business card . All the basic elements of our 



Paper size and stock – 85mm x 55mm, 

recycled white matt, 300gsm . 



the size and position shown . 

School/Department/Unit descriptor 

– Are set in Palatino Regular 8pt in black . 

Person’s name and job title – The person’s name 

should be set in Palatino Regular 10pt/11pt and 

the job title in 8pt/9pt line spacing in black . 

Address and telecommunication details 

– Are set in Palatino Regular 8pt/9pt line spacing . 



T: 01334 463020 



10

Stationery – Compliment Slips 

10mm 

12.5mm 

7.5mm 

7mm 

10 

17 

8.5 

15.3 

8 

25mm 12.5mm 

25 


Name Surname 

Job Title 

147.5mm 

With compliments 




65.3 


Name Surname Job title 

With compliments 


T: +44 (0)1334 463 805 F: +44 (0)1334 463 808 E: djc@st-andrews.ac.uk 


119.7 


compliments slip . All the basic elements of our 



Paper size and stock – 210mm x 99mm, 

recycled white laid, 100gsm . 



the size and position shown . 

School/Department/Unit descriptor, name and 

job title – The department descriptor and name 

should be set in Palatino Regular 13pt/15pt and 

the job title in 11pt/15pt line spacing in black . 

Address and telecommunication details 

– Set in Palatino Regular 10pt/12pt line spacing . 

‘With compliments’ – Set in Palatino Bold 10pt 

in black . 



T: 01334 463020 



25mm 

11

Presentations – PowerPoint 

10mm 

18mm 

10mm 

12.5mm 

9mm 

8.5mm 

Title slide 

13mm 172mm 69mm 

Text slide 

13mm 114mm 127mm 

www.st-andrews.ac.uk 

53mm 

39mm 

28mm 

41mm 

63mm 

28mm 

Final slide 

127mm 127mm 

Final slide (Anniversary Stacked logo) 


127mm 127mm 


Illustrated opposite is the template for University 

of St Andrews PowerPoint presentations . The basic 

elements of our identity and typography should 

be positioned and used in the way specified . 

Slide size – 254mm x 190 .5mm . 

The Logos – The University of St Andrews logos 

should appear in full colour in the size and 

positions shown . 

Title slide – The presentation title should be set in 

Times Regular 26pt in 50% St Andrews 

Light Blue . 

Text slide – The text slide title should be set in 

Times Regular 26pt/28pt, in one of the corporate 

or secondary colours . Body copy should be set in 

Arial Regular and Arial Bold 20pt/24pt, in black . 

Bullet points should appear in one of the corporate 

or secondary colours and the accompanying text 

should be set in Arial Regular 18pt/24pt, 

in black . 

Other slides – Graphs and charts are created 

using colours from the St Andrews primary and 

secondary colour palette . Picture captions should 

be set in Arial Regular 12pt/14pt in black . 

Final slide – The Stacked colour logo or the 

Anniversary Stacked colour logo to be used with 

the University web address . 

You can download PowerPoint slides at: 



12

Web Pages Styling 

10px(min) 

52px 

10px(min) 

10px(min) 

411px 

Here you see illustrated the combination of shield 

and text to be used on web pages. Please note 

how this differs from the logos used for printed 

materials. 

Shield and name – The University of St Andrews 

shield and name should be applied on web pages 

in the position shown. The total dimensions of 

the shield and name (from top to bottom of shield 

and from left hand edge of shield to right hand 

edge of the name) should preferably be 52 x 411 

pixels. (The margins above, below and to the left 

of the shield should be a minimum of 10 pixels). 

If it is necessary to reduce the name and shield in 

order to accommodate other essential elements 

within the header, the total dimensions of the 

shield and name should be no less than 42 x 322 

pixels. The shield and name graphic to be used 

on a blue (#00539b or rgb(00,83,155) background 

is webshieldblue.gif or webshieldblue.png. 

The shield and name graphic to be used on 

a white background is webshieldwhite.gif or 

webshieldwhite.png. 

The School/Department/Unit Name 

– font-family: "Georgia", "Book Antiqua", 

"Palatino Linotype", "Times New Roman", sans-serif 

Navigation (all navigation titles) – font-family: 

"Verdana", "Helvetica Neue", "Helvetica", "Arial", 

sans-serif. 

Headings – font-family: "Georgia", "Book Antiqua", 

"Palatino Linotype", "Times New Roman", 

sans-serif; upper and lower case and ranged left. 

Body copy text – font-family: "Verdana", 

"Helvetica Neue", "Helvetica", "Arial", sans-serif; 

upper and lower case and ranged left. 

Colours – See page 6 for colour references. 


13

Web Pages Styling 

An illustration of white web page header in use. 

Enquiries relating to web pages, please contact: 

webmaster@st-andrews.ac.uk 


14

Where to get help 

An online version of these Corporate Identity 

Guidelines and also information on downloading 

logos, the black and white letterhead and 

PowerPoint slides are available at: 

www.st-andrews.ac.uk/corporateidentity 

For further information please contact: 

Lesley Lind 

Publications Manager 

Print & Design – Publications 

University of St Andrews, St Katharine’s West 

16 The Scores, St Andrews, KY16 9AX 

E: publications@st-andrews.ac.uk 

T: 01334 467457/463020 F: 01334 463523 

www.st-andrews.ac.uk/printanddesign 


© University of St Andrews 2012 


15

Corporate Identity Guidelines - University of St Andrews

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