universitylogo

Newcastle University Brand Guidelines
April 2013

Contents
Newcastle University Logo
2 ......University Logo and Trading Name
3 ......Logo Artwork
4 ......Corporate Logo Colours
5 ......Logo Positioning and Minimum Size
6 ......Logo Incorrect Usage
7 ......Logo Usage for Specific Events
8 ......Additional Logos
9 ......Web Logo Usage
11 ......Social Media Usage
Lion and Lion Crops
13 ......The Lion as a Design Feature
14 ......Lion Crops and Colour Tints
Brand Design
Colours
16
17
......Corporate Colours and Secondary Palette
......Colour Combinations
Typography
18
20
......Printed Material
......Internal Documents
Photography
21
22
23
24
25
26
......Content
......Student Experience
......Sense of Place
......Teaching and Learning
......Research
......Student Profiles
Newcastle University in Print
27
......Recruitment Literature
Stationery
29 ......How to Order Stationery
30 ......Stationery Examples
Support and Guidance
32 ......Policy, Regulations and Downloadable Items
33 ......Commissioning Design and Print

Newcastle University Logo
1

University Logo
and Trading Name
The Newcastle University logo is at the heart of, and
crucial to, our brand identity. It allows us to project
an instantly recognisable presence at home and
throughout the world.
There are two important elements to the Newcastle
University logo – the crest and the name Newcastle
University, which must both be used together.
The University uses the trading name Newcastle
University consistently in all corporate communications
and applications.
The University’s official title is ‘University of Newcastle
upon Tyne’ as registered officially in its Statutes and
with the Privy Council.
Where the logo and trading name are used on official,
legal or contractual documents (ie the official name
is NOT used), there should always be an explanatory
phrase: ‘The University of Newcastle upon Tyne
trading as Newcastle University’.
The crest
The name
2

Logo Artwork
There are four versions of the University logo:
a two-colour logo
a two-colour logo for use on a dark background
a single colour logo
a single colour logo for use on a dark background
Each logo is available for download as an EPS,
JPEG or TIFF file.
You can download the correct versions of the logo
from the photolibrary: https://photolib.ncl.ac.uk/
asset-bank/action/viewHome
Users must adhere to the policy guidelines available at
www.ncl.ac.uk/marketing/branding and the technical
guidelines detailed in this brochure.
Blank document templates are also available from
the photolibrary in the logos category, which have
the University logo pre-positioned for you.These are
available in Word, Quark and InDesign.
A two-colour logo
This is the version of the logo which uses the University’s
corporate colours. This version will always be used on
stationery, and should be used wherever possible on all
other applications, to give maximum impact. This version
is for use on a white or light background (see page 4 for
colour specifications).
A version of the two-colour logo
for use on a dark background
This version of the two-colour corporate logo has
been developed so that it is clearly visible on a coloured
background. You will notice that the University name
and edge of the crest are in white so that they stand
out. Please note: this version should not be used
in a box – the rectangular colour background is only
to illustrate how it looks on a colour background.
3
A single colour version of the logo
This single colour version of the logo is also available
to use on a white or light background. Please note:
if used in any colour other than black, all the black
elements must become the same colour, eg all blue,
all red, all green, all purple.
A version of the single colour
logo for use on a dark background
This version of the logo has been developed so that it is
clearly visible on a coloured background. In this version,
the words ‘Newcastle University’, the area immediately
behind the lion, the arms of the cross and the outline of
the crest are always printed in white so that they stand
out. The lion and background to the cross element of
the crest should always appear in the same colour as
the background you are reversing out from (ie you will
need to change the reference from black to your chosen
background colour on the logo artwork file). Please note:
this version should not be used in a box – the rectangular
colour background is only to illustrate how it looks on a
colour background.

Corporate Logo Colours
Newcastle University’s corporate colours are
red (Pantone ® 186) and blue (Pantone ® 541).
Wherever possible they should be printed as special
colours. By specifying the Pantone ® references below,
any printer should be able to match them precisely.
If you cannot print the corporate colours as special
colours, they can be reproduced from a four-colour
printing process as specified below.
The PANTONE ® MATCHING SYSTEM is a worldwide
printing, publishing and packaging language for the
selection, marketing and control of colour. PANTONE ®
is a registered trademark of Pantone Inc.
The colours printed on this page and throughout the
guidelines are not intended to match the PANTONE ®
colour standard. Always use Pantone ® swatches
as the most reliable match for colour.
Printing
the logo using
corporate colours
Printing in
special colours
on coated stock
Printing in
four-colour
process on coated
stock
Printing in
special colours on
uncoated stock
Printing in
four-colour
process on
uncoated stock
RGB for
on-screen use
Paint for signs
and livery
Vinyl for signs
and livery
Newcastle
University Blue
Pantone ®
541CV
100% cyan
58% magenta
9% yellow
50% black
Pantone ®
541CVU
100% cyan
58% magenta
9% yellow
50% black
0 red
63 green
114 blue
Match to
Pantone ®
Match to
Pantone ®
Newcastle
University Red
Pantone ®
186CV
2% cyan
100% magenta
82% yellow
6% black
Pantone ®
186CVU
2% cyan
100% magenta
82% yellow
6% black
198 red
12 green
48 blue
Match to
Pantone ®
Match to
Pantone ®
4

Logo Positioning
and Minimum Size
Logo exclusion zone
Our logo has two elements which are always
in a fixed relationship – the crest and the name.
The specially designed typeface for the name
can never be used in isolation from the crest.
The crest can only be used separately
in the following circumstances:
on degree parchments
on certain elements of memorabilia
as a fav icon
Logo exclusion zone
The logo must always have a clear space, an
exclusion zone, around it as shown (right) to ensure
clarity. The space is the height of the e in Newcastle.
Recommended minimum size
The logo has been developed to ensure that it is
always visible and impactful. To ensure this legibility
the recommended minimum size for the logo
is 30mm across the width of the logo.
Logo positioning and templates
The University logo should normally be positioned
top right on any document. Document templates
with the logo pre-positioned top right are available
from the photolibrary in Microsoft Word (A5 to A3)
and Quark/InDesign (A5 to A1). The single colour
and corporate colour logos are available.
See https://photolib.ncl.ac.uk/asset-bank/
action/viewHome
Minimum size
30mm
(minimum size)
5

Logo Incorrect Usage
These examples of incorrect usage of the logo
illustrate use of the logo in ways which undermine
its quality, status and clarity.
Only use the logo as specified and only generate
it from original artwork. Never attempt to generate
the logo by any other means.
This example is the correct usage of the two-colour
corporate logo.
Do not attempt to change the relationship between
the crest and the logotype. The crest should always
be to the left of the name, never to the right.
Never change the size of the crest and logotype.
The logo should never be produced in any colour
other than the corporate colours or one single colour.
6
These examples are the correct usage of the two-colour
and single colour logos on a coloured background.
If the two-colour and single colour versions of the
logo are not clearly legible on a coloured background,
the reversed out options should be used.

Logo Usage for
Specific Events
It can be useful when working with other partners/
universities/businesses on specific projects/events
to express the University’s involvement through
the use of the logo with additional wording.
Artwork for the relationships expressed here can
be downloaded from the University’s photolibrary at
https://photolib.ncl.ac.uk/asset-bank/action/viewHome
7

Additional Logos
General approach and principles
The vast majority of users should use only the University logo. This will
ensure that the University is presented externally in a professional, consistent
and high profile manner. It is important in all markets to minimise the risk
of confusion and brand dilution.
It is acknowledged that there may be a small number of individual cases where
it is appropriate for a unit to develop and use a separate logo, on business or
organisational grounds.
The regulations governing the approval, development and use of a logo
in addition to the University logo are available at www.ncl.ac.uk/marketing/
branding/branding/cvi/policy/additional
Once you have read this policy you should e-mail cvi-support@ncl.ac.uk
to confirm whether you would be eligible to apply to develop and use an
additional logo.
8

Web Logo Usage
Minimum size
The logo must be used on all University websites
at www.ncl.ac.uk. Websites on other domain
names should request permission to use the
logo via webmaster@ncl.ac.uk
The logo has been developed to ensure that it is
always visible and impactful. To ensure this legibility
the logo should not be reduced below the minimum
size of 173 pixels wide by 58 pixels high at 72 dpi.
Exclusion zone
A minimum clear space around
the logo should be set at 15 pixels.
58 pixels
15 pixels
173 pixels
15 pixels
9

Web Logo Usage
Correct usage
On all University websites at www.ncl.ac.uk,
the logo should be aligned to the right to ensure
consistent placement. The only exception to
this is the University home page.
Clicking on the logo will act as a link back to the
University’s external home page in order to provide
users with a consistent experience.
Incorrect usage
Combining the section name and logo should be
avoided and breaks the consistent placement of
allowing the user to return back to the University
home page. Do not align the logo to the left as this
space is reserved for the section name/school name.
Brand compliant page templates for all University
websites are available on request. Please e-mail
webmaster@ncl.ac.uk
10

Social Media Usage
A crop of the University lion that appears
in the University crest is used as the identifier
for corporate social media channels.
Facebook – Profile
180 pixels wide by 180 pixels high
Twitter – Profile
72 pixels wide by 72 pixels high
Twitter – Timeline
48 pixels wide by 48 pixels high
YouTube – Profile
88 pixels wide by 88 pixels high
Image dimensions may be subject to
change. Please refer back to the website
of the host service for more detail.
16 pixels
32 pixels
48 pixels
64 pixels
11

12
Lion and Lion Crops

The Lion as a Design Feature
The University lion, which appears in the crest, can be used as an effective design feature.
It can be used as a complete lion, or in a number of specially-designed cropped versions,
as shown in the following pages.
13

Lion Crops and Colour Tints
The lion can be used in its entirety or cropped. It may
also be used as a solid colour or in tints, depending on
the design context.The lion may be used in any colour.
The lion artwork can be downloaded from the
photolibrary at https://photolib.ncl.ac.uk/
asset-bank/action/viewHome
The crops divide the lion into three sections (head,
middle and tail) or into two sections (head and tail).
The crops themselves have been carefully selected
and designed, and should always be used in these
ways. Please do not make up your own cropped
versions. This ensures overall consistency and
coherence in the use of the lion across all applications.
Lion head crop
The lion head enters the page from
the right and is cropped as shown.
Lion middle crop
The lion bleeds off both edges of
the page and is cropped as shown.
Lion tail crop
The lion tail enters the page from
the left and is cropped as shown.
Lion crop tints
The lion tints shown right are
created using the corporate colours:
Pantone ® 541CVU Blue
Pantone ® 186 CVU Red
Pantone ® 100% Black
The background is made of 100%
colour or white.
80% 80% 7% 7% 80% 80% 7% 7%
14
80% 80% 7% 7%

15
Brand Design

Colours
Corporate colours
and secondary palette
Newcastle University’s corporate colours are
red (Pantone ® 186) and blue (Pantone ® 541).
A secondary colour palette has been developed
to give examples of possible colour combinations
across Newcastle University’s marketing
communications.
Using the secondary colour palette is not compulsory,
however if you wish to use the recommended colours
opposite, the colour specification is shown next to
each colour.
Corporate colours
Secondary palette
Pantone ® 186
CMYK
2 / 100 / 82 / 6
RGB
198 / 12 / 48
Pantone ® 383
CMYK
35 / 0 / 100 / 20
RGB
162 / 173 / 0
Pantone ® 226
CMYK
0 / 100 / 2 / 0
RGB
207 / 0 / 114
Pantone ® 541
CMYK
100 / 58 / 9 / 50
RGB
0 / 63 / 114
Pantone ® 378
CMYK
48 / 11 / 98 / 70
RGB
85 / 96 / 28
Pantone ® 229
CMYK
26 / 100 / 17 / 63
RGB
102 / 32 / 70
Pantone ® 271
CMYK
50 / 46 / 0 / 0
RGB
144 / 147 / 206
Pantone ® 5265
CMYK
86 / 84 / 9 / 45
RGB
64 / 59 / 101
Pantone ® 716
CMYK
0 / 63 / 99 / 0
RGB
236 / 122 / 8
Pantone ® Black 5
CMYK
42 / 69 / 37 / 85
RGB
68 / 49 / 53
Pantone ® 542
CMYK
65 / 19 / 1 / 4
RGB
100 / 160 / 200
Pantone ® 3015
CMYK
100 / 36 / 3 / 21
RGB
0 / 102 / 161
Pantone ® 258
CMYK
51 / 79 / 0 / 0
RGB
147 / 80 / 158
Pantone ® 5195
CMYK
45 / 74 / 21 / 63
RGB
100 / 68 / 89
16
Pantone ® 320
CMYK
100 / 0 / 30 / 2
RGB
0 / 154 / 166
Pantone ® 3165
CMYK
100 / 17 / 33 / 66
RGB
0 / 80 / 92

Colours
Colour combinations
Colour combinations
When working on a publication, you will need to use
a range of colours together.
The use of complementary colours with contrasting
tonal values is key. Select a dark tone, mid tone
and light tone. Do not use colours with similar tonal
values as a lack of contrast will result in the publication
losing depth and appearing flat.
The combinations shown (right), are examples of how
colours can be brought together to create a strong
colour scheme.
Pantone ® 226 Pantone ® 5195 Pantone ® 258
Pantone ® 3165 Pantone ® 383 Pantone ® 378
Pantone ® 542 Pantone ® 541 Pantone ® Cool Gray 6
Pantone ® 716 Pantone ® Black 5 Pantone ® 186
Pantone ® 229 Pantone ® 271 Pantone ® 5265
Pantone ® Cool Gray 10 Pantone ® 2995 Pantone ® 3015
17

Typography
Printed material
Newcastle University uses four main typefaces
in its printed recruitment/marketing literature.
The use of both a serif and a sans serif typeface
is important as it provides depth to Newcastle
University’s personality. The serif typeface helps
to provide gravitas and authority, while a sans
serif typeface is clean, modern and easy to read
as body copy.
Please see overleaf for examples of how
these type styles are used for the University’s
Undergraduate Prospectus.
The University’s design companies have
purchased licences for these fonts to use
in University publications. If you wish to use
the typefaces independently you will need
to purchase the licences.
See page 20 for compatible fonts that are
freely available on PC/Apple Mac systems.
Typefaces
Aa 0123456789
Aa 0123456789
Calvert
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
£$%*()!.,:;
Helvetica Neue
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
£$%*()!.,:;
Bookman Old Style
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Aa0123456789 £$%*()!.,:;
Aa
Din
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$%*()!.,:;
18

Typography
Printed material
Specifications for Newcastle University’s
typography styling in the Undergraduate Prospectus:
Title
Font: Calvert Bold, Colour: Pantone ® 186,
Size: 42pt, Leading: 36pt, Tracking: -10*,
Space before: 4mm, Space after: 4mm
Introduction
Font: Calvert Light, Colour: 80% Black,
Size: 12pt, Leading: 14.5pt, Tracking: -4*,
Space before: 0mm, Space after: 4mm
Header
Font: Calvert, Colour: Pantone ® 541,
Size: 12pt, Leading: 10.5pt, Tracking: -6*,
Space before: 2mm, Space after: 0.5mm
Sub header
Font: Calvert, Colour: Pantone ® 5195,
Size: 9pt, Leading: 9.5pt, Tracking: -4*,
Space before: 1mm, Space after: 0.25mm
Body
Font: Helvetica Neue Light, Colour: 90% Black,
Size: 8pt, Leading: 10.5pt, Tracking: 0*,
Space before: 0mm, Space after: 2mm
Quote
Font: Bookman Old Style, Colour: Pantone ® 186,
Size: 11pt, Leading: 11pt, Tracking: -4*,
Space before: 4mm, Space after: 2mm
Caption
Font: Din Medium, Colour: 80% Black,
Size: 6.5pt, Leading: 7pt, Tracking: -4*,
Space before: 0mm, Space after: 0.5mm
*Tracking valuation only applies to QuarkXPress
Students’Union
The Newcastle experience is all about meeting new people,
discovering new interests and developing new skills that
will be useful throughout university and beyond.With its
huge range of societies,sports clubs,student representation
and support,Newcastle University Students’Union (NUSU)
is a gateway to a whole variety of different experiences that
will help you do just that!
Brand new facilities
The Students’ Union re-opened in autumn 2011,
after an £8 million refurbishment to its home in
the heart of campus. It provides some fantastic
new facilities. There are new computer clusters
with 24-hour access, special study pods and
a brand new Student Advice Centre. There is
also a venue and events space where you can
enjoy live gigs and weekly club nights. NUSU
has a reputation for attracting A list acts, with
past visitors ranging from Arctic Monkeys to
Friendly Fires and from Kasabian to Bloc Party.
Other facilities include:
dedicated sports and societies area
café with facilities to work and relax
Subway sandwich shop
banking services and ATMs
computer repair service
print and design service
shop selling student essentials
Representing you
The Students’ Union is run by and for students,
with six full-time student sabbatical officers,
eighteen part-time officers and an elected
Union Council. Their job is to represent the
entire student body and there are lots of
ways you can get involved, from becoming
a part-time Union officer to joining NUSU’s
network of course and accommodation
representatives – with official recognition
for your activities possible through ncl+.
www.ncl.ac.uk/enquiries
Student media
The Students’ Union offers a range of media
opportunities that could help prepare you for
a career in the industry as well as being a fun
way to develop skills outside your course.
The Courier has been part of Newcastle
student life since 1948 and is one of the
biggest student newspapers in the country.
Have a go at everything from news reports
and comment pieces to entertainment
reviews and sports coverage
TCTV (The Courier Television) relies
on a student team of writers, camera
technicians, editors, actors and
presenters for weekly broadcasts
I don’t think any other university
gives you such a well-rounded
life experience. University is
about academic success, but it’s
also about growing as a person
and experiencing life. Newcastle
facilitates and enables this
better than anywhere else.
Callum, BA Combined Honours
Images:
Left: Relaxing in the Students’ Union.
Top: 24-hour access computer facilities.
Middle: The revamped Mens Bar.
Bottom: The Union lawn is the perfect place to relax.
19

20
Typography
Internal documents
The Newcastle University logo uses a speciallydesigned
typeface.This helps to make the logo unique
and distinctive.
You are not required to use any particular font or
typeface for your internal documents. However, it
is recommended that you use a font/typeface that
complements the Newcastle University logotype.
Compatible fonts that are readily available
on PC/Apple Mac systems include:
Helvetica
Arial
Century
Times
All specified fonts can be used in italic form.
Typefaces
Aa
Aa
Aa
Aa
Aa
Aa 0123456789
Aa 0123456789
Helvetica Light
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$%*()!.,:;
Helvetica Roman
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$%*()!.,:;
Helvetica Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$%*()!.,:;
Arial
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$%*()!.,:;
Arial Bold
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789 £$%*()!.,:;
Century
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
£$%*()!.,:;
Times
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
£$%*()!.,:;

Photography
Content
Photography is vital in conveying the University’s
identity. Our photography reflects the University’s
status as a world-class, forward-thinking red-brick
University and highlights the student experience,
research focus and the University’s ideal location
in the centre of a vibrant city.
These Brand Guidelines highlight photo styles
for the following categories:
Student experience
Sense of place
Teaching and learning
Research
Student profiles
The style focuses on the individual or a single item,
emphasising the subject to create an iconic image.
The photography focuses on real people and uses
a strong mix of red-brick imagery and images of
new facilities and University buildings. The use of
deep, bold and vibrant colours in the photography
is important to unify the photography supplied by
a range of different photographers.
We have a comprehensive library of images on the
University’s file and image bank library. University
staff members can access the bank of images
by visiting https://photolib.ncl.ac.uk
If you require advice on photography, wish to source
one of our photographers or need further resources
such as photo permission forms, please visit
www.ncl.ac.uk/marketing/resources/photography
21

Photography
Student experience
22

Photography
Sense of place
23

Photography
Teaching and learning
24

Photography
Research
25

Photography
Student profiles
26

Newcastle University in Print
Printed recruitment literature
Recruitment literature
The use of consistent design approaches in printed
marketing material creates a personality that is easily
identifiable as Newcastle University. The typography and
photography styles are an integral part of this personality
and the following examples of printed publications
illustrate how using a consistent approach to design
enhances the brand strength.
Examples of printed recruitment literature
Undergraduate Prospectus
Postgraduate Prospectus
Visit Days
Examples of corporate recruitment literature
Vision
Profile and Annual Review
Financial Statements
Key Facts
Corporate recruitment literature
27

28
Stationery

How to Order Stationery
Our corporate stationery gives us an opportunity to create widespread recognition of our
brand and a positive impression of the University. Stationery may be one of the first items
that an outsider receives from Newcastle University, and is often the first point of contact.
First impressions are very important, so it is essential that our range of stationery is high
quality and professional in appearance.
All stationery should be ordered using the online stationery ordering system, which
ensures that letterhead, business cards and compliment slips are produced to a common
specification and high standard.
The online stationery ordering system is available at www.ncl.ac.uk/internal/alphagraphics
Examples are shown on page 30.
29

30
Stationery Examples

31
Support and Guidance

Policy, Regulations and Downloadable Items
In addition to this Brand Guidelines manual, further details about the University’s Brand Policy
and Regulations are available from our website at www.ncl.ac.uk/marketing/branding
You may also download the following items from the photolibrary at
https://photolib.ncl.ac.uk/asset-bank/action/viewHome
University logo
Word, Quark and InDesign templates with the logo pre-positioned
Logo for use for specific events
Lion design device artwork
Lion for social media usage
Queries about how to use the CVI should be e-mailed to cvi-support@ncl.ac.uk
Questions about photography or buying design and print should be e-mailed to
publications@ncl.ac.uk
Questions about use of the logo online should be e-mailed to webmaster@ncl.ac.uk
32

Commissioning Design and Print
A detailed description of the preparation and work required to produce a printed publication
is available to download from the University’s intranet. This includes information and guides on
the University house style, proof-reading tips and a summary of the design and print process.
To access these guides, please visit www.ncl.ac.uk/marketing/resources/publications/index
Commissioning design
Newcastle University has a framework of approved external designers in place to cover the printed
design needs of the University. There are seven designers in total to cover any design job you have.
All of the suppliers have been through an EU tendering process and have also been fully briefed on
the University’s Brand Guidelines. To access the list of approved designers, examples of work and
contact details, please visit www.ncl.ac.uk/marketing/services/print/publications/designers
Commissioning print
Newcastle University has a framework of approved external printers, in addition to the University’s
Print Services, put in place through the EU tendering process. These printers have been appointed
to cover printing needs for the University. To access the full list of external printers and contact details
for each printer, please visit www.ncl.ac.uk/marketing/services/print/publications/printers
If you have any further queries regarding the production of marketing materials in
accordance with the University’s Brand Guidelines, please e-mail publications@ncl.ac.uk
33