Corporate Identity Regulations - Harper Adams University College

1Corporate identityregulations

All aspects of the Harper Adams University Collegecorporate identity are managed by the marketing andcommunications department. All items (print basedand electronic) which carry the corporate identitymust be pre-approved by the department.Contact marketing@haper-adams.co.uk2THE BRAND 3BRAND USAGE APPROVAL 4LOGO 5-9THE HARPER ADAMS COAT OF ARMS 10COLOUR 11FONTS 12COPYWRITING 13IMAGES 14STATIONERY 15CREATIVE DESIGN TEMPLATE 16POWERPOINT 17LITERATURE 18ADVERTISING – EXHIBITION STANDS 1 19ADVERTISING – EXHIBITION STANDS 2 20ADVERTISING – PRINT 21ADVERTISING – OUTDOOR 22ADVERTISING – ONLINE 1 23ADVERTISING – ONLINE 2 24VEHICLE LIVERY 25SUB BRANDS 26

THE BRAND3The Harper Adams University College brandcomprises many different elements. It encompassesour communication, our presentation, ourrepresentation and our promotion. Embeddedthroughout all these things are the Harper Adamsbrand values. They are:OutstandingInspirationalWelcomingDistinctiveThese words best summarise the range of valuesassociated with Harper Adams:• long established learning and teachingenvironment within a unique and specialistindustry sector offering;• an inspirational and high achieving learninglandscape within a friendly and supportiveenvironment.The Harper Adams brand values should alwaysbe reflected throughout every aspect of HarperAdams including all marketing and communicationmaterials from written and spoken word throughto design and presentation. The values may notnecessarily be referred to in name but they will formthe foundation of all communication and marketingwork so that our institution always reflects the valuesof the Harper Adams brand.

THE BRAND USAGE APPROVAL4All staff and students have a personal obligationto play their part in supporting the institution in theconsistent and appropriate use of the brand andcorporate identity. By always ensuring that it is usedin the appropriate way we will be able to increasethe recognition and profile of the breadth and depthof the institution’s work and influence. Historicallyopportunities to link the Harper Adams nameclearly to activities has been lost because either ourbranding has not been used at all or it has beenedited in such a way that it is no longer recognisableas something which belongs to us.To help to ensure that we get this consistency it isan absolute requirement that all uses of the logoand corporate identity are pre-approved by theMarketing and Communications Department actingon behalf of the Principal. Once you have a sample/ proof of your product or design you must senda copy to the Marketing and CommunicationsDepartment. If the brand and corporate identityis being used in accordance with the rules in thisdocument then you will be issued with an approvalnumber and you can then go ahead and get youritems / materials produced.Under no circumstances should you have anythingproduced without this prior approval. Anything whichis produced which has inappropriate use of the logoand corporate identity (or no use of it all) is liable tobe required to be removed from use and disposedof.It is appreciated that on occasions jobs are urgentso wherever possible we will respond to approvalrequests immediately if you indicate it is urgent. Forstandard items the aim will be to turn them aroundwithin 24-48 hours.

LOGO5The Harper Adams University College logo has beendesigned to encompass the forward thinking ethosand yet retain the heritage of the well establishedHarper Adams brand and its associated values. It hasbeen inspired by the heraldic Harper Adams Coat ofArms but has its own identity.The Harper Adams logo comprises of the HarperAdams Shield, name ‘Harper Adams’ and oureducational status tag ‘University College’.The brand equity is in the name ‘Harper Adams’ notin the shield device. For this reason the shield shouldnever be used on its own as it has no individualstatus.The logo is a set piece of artwork. The relationshipbetween the words and the sheild are very carefullybalanced to ensure that the key focus is on HarperAdams. Under no circumstances should the format ofthe logo be changed.The logo is in landscape format. A portrait version isavailable for use in extreme circumstances wherethe landscape version is not practical. Use of theportrait version requires the written permission of theDirector of Communications.For permission and to obtain artwork please contact:Marketing and Communications DepartmentHarper Adams University CollegeNewportShropshireTF10 8NBTel: +44 (0) 1952 820280email: marketing@harper-adams.ac.uk

LOGO6CORRECT LOGOThe Harper Adams University College logo has beendeveloped to allow for flexibility and creativity indesign and production of marketing materials.adNB Previous logos must not be used. Only the HarperAdams University College logo illustrated oppositeshould be used.Variations of the primary logo (a) have beenprovided to allow the logo to be used effectivelywithin environments such as on a dark colourbackground or when printing in black and white.a) This is the preferred logo and should be usedwherever possibleb) The grey scale version should be used whenprinting in monoc) The black version should be used when faxing orsending internal single colour documentsd) A white version of the logo may be used on darkbackgrounds if the preferred option (a) is notlegiblee) Should a single colour reversed out logo berequiredbc4 4e4 4If you require files for print production or web basedapplications, please contact:Marketing and Communications DepartmentHarper Adams University CollegeNewport, Shropshire TF10 8NBTel: +44 (0)1952 820280email: marketing@harper-adams.ac.uk4

LOGO9HOW NOT TO USE THE LOGO (Continued)i) Other elements should not be added to the logoj) The shield should not be separated out. As on itsown, the image has no statusijk) ‘Shropshire’ cannot be added to the logo.Marketing DepartmentXXkShropshireX

THE HARPER ADAMS COAT OF ARMS10The Harper Adams Universiy College Coat of Armsis not part of the core corporate identity. Its use isreserved for special circumstances only, for example:use by the Students’ Union and on official documentssuch as academic certificates.For further guidance on the use of the Coat of Armsplease email marketing@harper-adams.ac.uk

COLOUR11THE HARPER ADAMS COLOUR PALETTESThe Harper Adams colour palettes have beendesigned to be adaptable and appeal to specificsectors of our audience. These choices have beenbased on a visual tone that resonates with thesetarget groups.Logo PaletteThe Harper Adams logo has its own specific colourpalette. This palette is reserved for the logo andmust not be used in any other instance.Corporate Primary PaletteC M Y K10 4 9 80PMS 425 CPMS 426 UR95 G96 B98C M Y K7 0 98 0PMS 3965 CPMS 3965 UR243 G233 B0C M Y K0 66 91 0PMS 158 CPMS 143 UR245 G128 B7C M Y K0 29 91 0PMS 142 CPMS 129 UR253 G190 B87Secondary Institution Palette - Secondary accentsC M Y K100 0 40 0PMS 320 CPMS 320 UR0 G160 B175C M Y K49 41 0 0PMS 2716 CPMS 2716 UR140 G164 B213C M Y K34 0 85 0PMS 382 CPMS 388 UR203 G211 B0C M Y K0 88 5 0PMS 212 CPMS 213 UR241 G109 B154A A A AC M Y K0 4 9 21Warm Grey 3 CWarm Grey 3 UR216 G207 B198C M Y K100 68 0 12PMS 287 CPMS 287 UR0 G76 B147C M Y K0 16 100 0PMS 116 CPMS 116 UR255 G213 B6Main PaletteThe main Harper Adams palette is supplied witha secondary accent palette to compliment andhighlight important/salient information.Each colour within the palette has been suppliedwith a Pantone* reference, with the four colourbreakdown percentage values of cyan (C),magenta (M),yellow (Y) and black (K) as well as theRGB values for on-screen (web etc) requirements.C M Y K0 12 59 75PMS 7497 CPMS 7497R140 G134 B79C M Y K85 85 0 35PMS 2745 CPMS 2745 UR35 G47 B132C M Y K7 0 98 0PMS 3965 CPMS 3965 UR247 G230 B0C M Y K49 41 0 0PMS 2716 CPMS 2716 UR140 G164 B213C M Y K0 86 65 74PMS 1817 CPMS 1817 UR111 G18 B0C M Y K85 0 90 80PMS 350 CPMS 350 UR0 G68 B19C M Y K0 66 91 0PMS 158 CPMS 143 UR245 G128 B7C M Y K34 0 85 0PMS 382 CPMS 388 UR203 G211 B0C M Y K0 80 90 88PMS 4625 CPMS 4625 UR87 G39 B0C M Y K0 90 45 60PMS 195 CPMS 195R130 G0 B36C M Y K0 29 91 0PMS 142 CPMS 129 UR253 G190 B87C M Y K0 88 5 0PMS 212 CPMS 213 UR241 G109 B154C M Y K100 0 13 87PMS 3035 CPMS 3035 UR G BA A A ATertiary Prospect Palette - Secondary accentsC M Y K0 14 19 60Warm Grey 9 CPMS 7531 UR154 G139 B125A A A AC M Y K100 0 40 0PMS 320 CPMS 320 UR0 G160 B175C M Y K0 4 9 21Warm Grey 3 CWarm Grey 3 UR216 G207 B198*Pantone Colours set the worldwide print standard in order to keep yourcolours accurate and consistent across print.C M Y K34 0 85 0PMS 382 CPMS 388 UR203 G211 B0C M Y K7 0 98 0PMS 3965 CPMS 3965 UR243 G233 B0C M Y K0 29 91 0PMS 142 CPMS 129 UR253 G190 B87C M Y K0 88 5 0PMS 212 CPMS 213 UR241 G109 B154C M Y K0 66 91 0PMS 158 CPMS 143 UR245 G128 B7C M Y K0 29 91 0PMS 142 CPMS 129 UR253 G190 B87C M Y K100 0 40 0PMS 320 CPMS 320 UR0 G160 B175C M Y K34 0 85 0PMS 382 CPMS 388 UR203 G211 B0

FONTS12DESIGN FONTSThe Harper Adams University College corporate typefacewhen working on Apple Mac is:Century Gothic for all instances of the title Harper AdamsUniversity CollegeCentury Gothic (various weights) for headingsCentury Gothic regular for body copyPC/DOCUMENT FONTSWhen producing printed documents on a PC the HarperAdams University College required corporate typefaceis Arial for both body copy and headings. Arial has beenchosen for its ledgibility and ease of reproduction.When setting web applications or electronic documents,Arial and its associated suite should be used (seeopposite).Arial should also be used for text-based documents, e.g.reports, letters.Design PC FontsCentury Gothic BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Century Gothic Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Century Gothic RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Century Gothic ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890PC/Document fonts(To be used if Century Gothic is not suitable)Arial BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Arial RomanABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Arial ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Primary Mac FontsCentury Gothic BoldABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Century Gothic Bold ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Century Gothic RegularABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890Century Gothic ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrsturvwxyz1234567890

COPYWRITING13COPYWRITINGHarper Adams University College should always be writtenin full in the first instance. Subsequent use of HarperAdams or University College is then acceptable.When writing numbers less than 10 full words should beused, after 10 use numerical digits.Copy should always support and promote the fourHarper Adams brand values. It should deliver a proudand confident tone which enhances the Harper Adamsreputation.When producing copy for literature consideration shouldalso be give to our target audience to ensure that thecopy resonates with it.If copy or testimonials are used when a third party isquoted care should always be taken to ensure that thethird party corporate guidelines are adhered to.For example organisation names should not beabbreviated unless this is acceptable within theircorporate identity manual.

IMAGES14IMAGE SELECTIONImagery and photography used within marketingand communications materials should always be of aprofessional standard and be an appropriate resolutionfor the application (300dpi CMYK at final size on printedmaterial and 72dpi RGB for web work).Low resolution images or photography should beavoided as these often reproduce as pixelated or blurredimages and reduce the quality of the finished marketingliterature.When choosing imagery it is important to considerthe target market and objectives of the literature toensure that the imagery resonates with the market andreflects the objectives of the marketing material. Thephotography should also add value to the literature.a) Always use professional standard shotsb) Do not use photographs that are pixelated or distortedc) Use photography that reflects the target audienced) Pick images that promote and support the four HarperAdams brand valuese) When using images from other sources, ensure that thecorrect credits are included in the publication.

STATIONERY - Institution15Institution StationeryExamples of institution stationery.with complimentsHonorary Fellow: HRH The Princess RoyalHarper Adams University College, Newport Shropshire TF10 8NB T +44 (0) 1952 820280 F +44 (0) 1952 814783 W www.harper-adams.ac.ukPrincipal: Dr D G Llewellyn BSc MSc DBA FIAgrE, University College Secretary: Dr C E Baxter BA PhD Registered Charity No.528384Dr David G LlewellynBSc MSc DBA FIAgrEPrincipalT +44 (0) 1952 815240 M +44 (0) 7817 848438E dllewellyn@harper-adams.ac.ukHarper Adams University CollegeNewport, Shropshire TF10 8NBT +44 (0) 1952 820280W www.harper-adams.ac.ukHonorary Fellow: HRH The Princess RoyalHarper Adams University College, Newport Shropshire TF10 8NB T +44 (0) 1952 820280 F +44 (0) 1952 814783 W www.harper-adams.ac.ukPrincipal: Dr D G Llewellyn BSc MSc DBA FIAgrE, University College Secretary: Dr C E Baxter BA PhD Registered Charity No.528384

CREATIVE DESIGN TEMPLATE16Creative Design TemplateIn order to reinforce a common look and feel to HarperAdams communication materials as well as the logo adesign device has been developed. This device consistsof a swash which always appears towards the top of thepage and can appear at the bottom.Square50% of Width50% of WidthA Series portraitIt helps to draw attention to the University College logoand name, provides a core template on which allmaterial design can be based, but at the same timeprovides flexibility in design.75% of Width75% of Width50% of WidthThe colour of the swash(s) can be reversed out, areflection of the background or one of the colours fromthe palette.A Series landscapeExample technical specification:Examples:Column - DLLandscape/PortraitSquareDL75% of Width33% of Width75% of Width75% of Width50% of Width33% of Width75% of Width75% of Width75% of Width

POWERPOINT17PowerPoint PresentationsHarper Adams University College has generated a suiteof branded PowerPoint slides for use in presentations,seminars and opendays. The slides are designed to helpreinforce both the visual identity and more importantlyour four key values.1 2There are 6 designs to choose from1/2 Logo only - This layout uses a plain background forwhen using the shield is not appropriate. The logo isset in the top right or bottom right corner3/4 Logo swash with tint - This layout employs the logoand swash with tint background. The logo is set in thetop right or bottom right corner345/6 Logo swash without tint - This layout employs the logoand swash with no tint background. The logo is set inthe top right or bottom right cornerEach PowerPoint document has several different slidestyles for use within your presentation. These files can beused as many times as required.The layout of the slides should be adhered to whereverpossible. If altering the slide layouts due to imageor text constraints they should always be layed outclearly making sure that the key message is clear anduncluttered – ’Less is more’.56The font used throughout is Arial (Please see the sectionof these regulations regarding font usage).

LITERATURE18LiteratureLiterature should reflect the subject matter and it shouldpromote the Harper Adams brand values.Design values should be innovative and reflect the qualityof the Harper Adams offer.Careful consideration should be given to the targetaudience and their interests. The design should ensurethat the key message(s) can still be heard.FoodThe logo and swash motif should always appear locatedon the top right or bottom left of any literature piece.Be outstandingin your fieldAnnual Report

ADVERTISING - Exhibition Stands 119Pull Up BannersExamples of pull-up banner stands (Fig 1).When designing stands, the design should communicatedirectly to the target audience but must alwayscommunicate the Harper Adams brand values.Imagery and photography used should always be ofa professional standard and be correctly aligned withthe message. (please see section on images for furtherdetails).Fig 1 Fig 2Copy should be kept to the absolute minimum.Its message should be direct yet friendly and reassuring.On institution branded stands the logo should alwaysappear top right. This ensures the logo will be seen shouldthe rest of the stand be obscured.The primary message should appear in the top half of thestand.You Countthe individual really matters to usQualitySunday Times ‘Best University College’ for 4 years2007-2010Excellent Facilitieseg new £4.5m student services centrePlacementwork experience is a key part of many coursesEmployabilitytop ten university for graduate employment– 96.5%Rural Campusin the heart of England - ShropshireHarper Spiritbe part of something specialYou Countthe individual really matters to usQualitySunday Times ‘Best University College’ for 4 years2007-2010Excellent Facilitieseg new £4.5m student services centrePlacementwork experience is a key part of many coursesEmployabilitytop ten university for graduate employment– 96.5%Rural Campusin the heart of England - ShropshireHarper Spiritbe part of something specialTechnical specification:Whilst sizes of specifc pull-ups may vary, copy and theHarper Adams logo should not appear outside theartwork text safe area. The swash/logo should be set incorrectly to the size of the stand proportions (see pg 16).(see fig 2)Outstanding in our Fieldwww.harper-adams.co.ukHarper Adams University CollegeOutstanding in our Fieldwww.harper-adams.co.uk

www.harper-adams.co.ukwww.harper-adams.co.ukADVERTISING - Exhibition Stands 220Pop Up StandsExamples of Pop Up Stands (Fig 1).When designing stands, the design should communicatedirectly to the target audience but must alwayscommunicate the Harper Adams brand values.Harper Adams University CollegeHarper Adams University CollegeOutstandingOutstandingour Fieldin our FieldFig 1Imagery and photography used should always be ofa professional standard and be correctly aligned withthe message. (please see section on image for furtherdetails).These stands are more suited to providing brandpresence, and may be used for various events that havedifferent subject matters. Copy should therefore be keptto a minimum and be general rather than specific, butmust always reinforce the Harper Adams brand values.www.harper-adams.co.ukwww.harper-adams.co.ukwww.harper-adams.co.ukOn institution branded stands the logo should alwaysappear top right within the zone created by the HarperAdams swash. This ensures the logo is seen should the restof the stand be obscured.Technical Specification:Harper Adams University CollegeHarper Adams University CollegeOutstandingOutstandingour Fieldin our FieldFig 2Whilst sizes of specifc popups may vary, copy and theHarper Adams logo should not appear on the radiusat either end of the stand. The swash should be set inproportion to the size of the Harper Adams logo.(see fig 2)

ADVERTISING - Print07.11 APPLICATION 21Print advertising should inspire and engage through theuse of clever and striking imagery. The main call to actionshould refer to the viewer - using your or you, never ‘i’ or‘we’The message should be kept as short as possible includingeither a website address, email or phone number.Images should be chosen to reflect the subject matterand be chosen subject to the image regulations(see pg 14).Please see page 16 for technical specification on swashand logo usage.English Language Tutor£14.26 per hour – Short term contract 8 weeks April – May 2011We are seeking to appoint an English Language Tutor on a fixed, short trem contract for approximately 8 weeks,commencing April 2011, to deliver a pre-sessional language course to five students from Kurdistan prior to thestudents commencing studies with us on research degree programmes in September 2011. This will be an intensiveprogramme and about 25 hours’ contact time will be required with the students each week.You should possess a first degree in either the DELTA qualification or CELTA combined with current and relevantexperience. In addition you must have excellent communication, planning and organisational skills, as well as anability to work independently.Closing Date for receipt of applications: Thursday 17 March 2011To apply for this position please go to: http://jobs.harper-adams.ac.ukBe outstanding in your fieldwww.harper-adams.ac.ukBe outstandingin your fieldwww.harper-adams.ac.uk

ADVERTISING - Outdoor22Outdoor advertising should inspire and engage throughthe use of clever and striking imagery.The message should be kept as short as possible with aclear call to action present including either a websiteaddress, email or phone number.Outstanding in our Fieldwww.harper-adams.ac.ukOutstanding in our Fieldwww.harper-adams.ac.uk

ADVERTISING - Online07.5 STATIONERY23WEB BANNERSWhen generating online banners care must be taken tokeep the message short and direct.1 3Animated ads should last no longer than 5 seconds andhave two rotations - message and brand reinforcement1 Banners2 MPU (2 stage transition)3 Skyscraper2owww.harper-adams.co.uk

ADVERTISING - Online 224WEB BANNERSSkyscraper ad in situ on a web page.owww.harper-adams.co.uk

VEHICLE LIVERY - Institution25University VehiclesBranding on University College vehicles should be cleanand simple. Only the logo and web address should beapplied. The logo should appear on every face exceptthe front/bonnet. The web address, where possible;should appear on the near/offside front doors.Promotional vehicles such as trailers may be brandedwith imagery. (Please see sections on Images and brandvalues).Keeping the brand simple allows for a coherent visualidentity across the many varied vehicle types owned byHarper Adams.

part of the Harper Adams University College GroupA500NantwichStoke-on-TrentA51A525A53EdinburghA519GlasgowHarper14AdamsM74A518A442A68Edgmond NewportNewcastleShrewsburyM6A41A5CarlisleBelfastTelfordM54M1A1( M )A458 A442M6Directions to Harper AdamsLeedsM1University College can be found on:www.harper-adams.ac.uk/directions.Liverpool ManchesterHolyheadDublinHarperM1M6AdamsM54NorwichShrewsbury BirminghamA11A14CambridgeM40M1M11M5Swansea M4M4 LONDONBristolM20M3FolkestoneSouthhamptonExeterpart of the Harper Adams University College Grouppart of the Harper Adams University College GroupSUB BRANDS26From time-to-time Harper Adams may developsub-brands or spin-off companies. Whilst these maydevelop an identity in their own right they should alwaysbe very directly linked to the parent brand which isHarper Adams University College. In order to do this thefollowing rules apply:Sub-brand Logo and IdentityThe following points apply:1) The Harper Adams brand values apply to thesub-brand and should be reflectedANAEROBIC DIGESTERAT HARPER ADAMSThe new Anaerobic Digesterat Harper Adams can helpCut your costs ••Protect your brand •Keep your customers happy •www.haenergy.co.ukANAEROBIC DIGESTERAT HARPER ADAMSThe new Anaerobic Digesterat Harper Adams can helpCut your costs ••Protect your brand •Keep your customers happy •www.haenergy.co.uk2) Any logo developed should utilise only those coloursshown in the corporate palette (see page 11)part of the Harper Adams University College Group3) The design of marketing materials should only utilisecolours from within the corporate palettewww.harper-adams.co.ukwww.haenergy.co.uk4) The design style should follow the templates shownin the literature and advertising sections of thisdocument (see pages 16-22)Parent acknowledgementAll materials produced for the sub-brand should carry aformal acknowledgement of the parent brand. This willinvolve the use of the full Harper Adams University Collegelogo with the words1part of the Harper Adams University College GroupContact us now to fi nd out more.enquiries@haenergy.co.ukTelephone: 01952 815160Harper Adams Energy LtdHarper Adams University College,Newport, Shropshire TF10 8NBANAEROBIC DIGESTERAT HARPER ADAMSHARPER ADAMS ENERGY LIMITED‘part of the Harper Adams University College Group’underneath the logo – see example 1 opposite.2www.haenergy.co.ukBack Cover3Front Coveryour local waste solutionThis logo and statement may be smaller than thesub-brand logo and in a less prominent position.On a display stand it may appear at the bottom, ona brochure it may appear on the back cover – seeexample 2. However if a more direct and prominent linkis appropriate and / or required then it may be usedalongside the sub-brand logo – see example 3.ANAEROBIC DIGESTERAT HARPER ADAMSHARPER ADAMS ENERGY LIMITEDyour local waste solution