The Royal Mint Identity Guidelines

The Royal Mint Identity Guidelines The Royal Mint 1 2 Beyond value

The most publicly visible part of our identity is the logo. It represents the ultimate guarantee of quality as the authentic symbol of the only mint authorised to bear the Royal Family’s The Royal Mint is a unique British Coat of Arms1. The design of the institution that lays claim to eleven symbol is inspired by the values which centuries of royal heritage, running distinguish the Royal Mint from any 3 from the time of Alfred the Great to other mint, namely our royal heritage the present day. It is solely responsible and our production expertise. Its for the minting of the 27 billion coins construction is a blend of traditional in circulation in the UK today, together and contemporary visual cues. The with many commemorative coin issues. Tudor Rose struck on the first gold In addition, the Royal Mint produces sovereign2 of 1489, the coin dial plates3 a further three billion coins a year for used in modern coin production, over 60 countries around the world. and the Royal Family’s Coat of Arms, are influences which come together To project our proud heritage, our to create an instantly recognisable expertise and the trust implicit in our visual expression of our brand. appointment as coin-makers to the Crown, we are moving into the future The identity programme is more than with an updated visual identity that just a logo. It affects the way we engage clearly differentiates the Royal Mint with our customers at every level. It from its competitors. It embodies the creates a coherent framework for all our core strengths that make the Royal communications and allows us to project Mint unique and creates a sharper our values, build brand loyalty and focus on our leadership as the world’s extend an awareness of our expertise foremost authority on minting. to the widest possible audience. 14 15 The Royal Mint 1 3 Design elements

Ty pography Nexus Serif 3 is classic yet contemporary, 2 making it the perfect choice as the primary typeface of the Royal Mint. The visual identity consists of five 4 design elements: the logo, colour Grid system palette, typography, grid system and An invisible grid system4, based upon photography. The following pages the proportions of the Royal Mint guide you through these elements and symbol, ensures consistent graphic show you how to bring them together design across all communications. to create compelling communications Photography that have a consistent and recognisable A library of engaging and relevant look and feel. 5 brand images5 portrays the Royal The logo Mint’s production expertise. The logo1 is constructed from the Royal Design principles Family’s Coat of Arms overlaying the The design principles6 underpinning gold heraldic supporter. The inspiration the visual identity are founded on for the supporter is derived from the strong asymmetric composition; Tudor Rose together with the geometry the use of black and off-white as a of the Royal Mint’s coin dial plates. counterpoint to metallic gold and 6 Colour silver, and tonal gradients that evoke The use of gold and silver derives from the reflective attributes of precious the precious metals used for minting metals. Follow the design principles the most valuable coins. Combined to create engaging communications with black and off-white these colours2 which can range from classic to evoke premium quality. strikingly modern. 16 17 4 ——— Grid system Contents 80 81 ISO/DIN A-series formats 82 83 Grid construction 84 85 Introducing the grid system 1 ——— The logo 86 87 Column grid 22 23 Constructing the symbol 88 89 Baseline grid 24 25 Introducing the symbol 90 91 Image module grid 26 27 Introducing the logotype 92 93 Logo grid position 28 29 Primary use logo 30 31 Secondary use logo 5 ——— Photography 32 33 Recommended sizes 96 101 Overview 34 35 Protecting the logo 102 103 Photographic cropping 36 37 Stand-alone symbol 38 39 Special case logo use 6 ——— Design principles 40 41 Cobranding 106 107 Asymmetric composition 108 109 Range left type alignment 2 ——— Colour 110 111 Alignment 44 49 Introducing the colour palette 112 113 Using gradients 50 53 Tints of the colour palette 114 115 Information hierarchy 54 57 Colour gradients 116 117 Typographic hierarchy 118 119 Typographic detailing 3 ——— Typography 60 61 Primary typeface—Nexus Serif 7 ——— Design examples 62 63 122 133 Nexus Serif weights Stationery and forms 64 67 134 139 Typeface anatomy Corporate literature 68 69 140 143 Nexus Serif character set Packaging 70 71 144 147 Secondary typefaces Digital media 72 73 148 153 Nexus Serif glyph set Sales literature 74 75 154 157 Recommended type sizes Exhibition and signage 76 77 158 159 Creating emphasis Commemorative medal

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While every effort has been made to Brand photography ensure accuracy, the authors do not Richard Learoyd under any circumstances accept any Copy responsibilty for errors or omissions. North/Nick Rootes 160