Brand Guidelines

Published by Marketing and Communications Creative Services Unit

Creating a compelling and coherent visual brand system Birmingham City University Our brand

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Contents Our brand

Our brand Communicating on brand Introduction 3 Introduction Tone of voice 4 An inspirational brand - our promise 39 Key principles At Birmingham City University, we’re dedicated to transforming the future prospects of our students Design elements Graphic Language and strive to be recognised as the leading university for creative and professional practice-based education Logo and brand policy Publications in the UK. 9 Logo heritage 43 Grid systems 10 Main logo presentation 44 Spread examples 11 Vertical logo presentation 45 Introduction spread examples Our visual identity will reinforce this vision, reflecting 12 Logo - colour reproduction 46 Cover examples our four key Brand Beliefs and Brand Promise in a 13 Recommended sizing confident and inspiring way. 14 Logo placement Presentation and stationery templates 15 Accessibility - use on colour fields 49 Stationery templates 16 Logo - inappropriate use 51 Word templates Most importantly, the elements contained within 17 Brand hierarchy 52 PowerPoint presentation template this document will clearly define who we are and Colour systems Exhibition, display graphics and signage what we stand for. 19 Using colour with our brand 56 Exhibition and display graphics 20 Brand palettes 58 Information and directional signage 21 How we use colour 59 General campus signage 22 Colour application examples Promotional items Type styling 61 Merchandise and gifts 25 Our typefaces - primary 26 Our typefaces - secondary 27 Type styling 28 Identifying marketing material with type 29 Titling communications

Image policy 31 Using imagery with our brand 32 Projecting the right image 36 Selective focus Our brand Birmingham City University

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Our brand

Proposition and An inspirational brand - our promise Our brand framework principles Birmingham City University is changing. We have four key Brand Beliefs and a Brand Promise that underpin everything we do and say as a brand. It is therefore important that our visual identity, marketing communications and promotional items 1. Our vision 2. Our mission 3. Our Promise 4. Our Beliefs 5. Our foundations evolve in order to align with our vision, support To be recognised To transform the Inspiring Locally committed, Transforming students our mission and are underpinned by our foundations. as the leading prospects of Transformation globally ambitious university for individuals, Transforming Birmingham creative and organisations and Transforming Everything we do is grounded in our four new professional society through Futures Transforming practice practice-based excellence in key Brand Beliefs: education in the practice-based Stronger together Transforming Birmingham - Locally committed, globally ambitious UK. education, research City University and knowledge Practice focused, - Transforming futures exchange. academic - Stronger together excellence - Practice focused, academic excellence.

By defining our Brand Beliefs together with our Brand Promise we will ensure: 1. A united voice, image and focus 2. Flexibility and resonance to unify all internal audiences 3. Consistency of all messaging 4. The brand is amplified at every possible touchpoint 5. All efforts drive towards our vision. Birmingham City University Birmingham City University

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Our brand framework Our brand framework

Locally committed, globally ambitious

Proudly committed to Birmingham and the wider region, we believe in constantly connecting and collaborating to transform even more into an international university in an international city.

Locally Practice Stronger Practice focused, academic excellence Stronger committed, Inspiring Transforming focused, together together globally futures academic ambitious excellence We believe in building bonds of We believe in offering a stimulating transformation mutual reinforcement, respecting blend of professional practice, academic research and knowledge our diversity and embracing Transforming collaboration between our students, sharing to foster the ambition and futures staff and partners that will allow us excellence that will truly benefit and all to thrive in a changing world. inspire all our students, staff and partners. From the prospects of our students, our city, region and Transforming the organisations we partner with, to the excellence of futures our creative and professional practice-based education, we will wholeheartedly dedicate ourselves to inspiring In everything we do, we believe in transformation. An ethos that will continually inspire new creating richer learning experiences. generations of students. From applying research into practice through to challenging viewpoints and sparking curiosity, we strive to fuel rewarding futures. Birmingham City University Design elements

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Design elements Logo heritage

Heritage 01. Our symbol - heraldic tiger

Our contribution to the education of the citizens of Birmingham Logo and and beyond stretches back through a succession of predecessor institutions for over 170 years.

We achieved university status in brand policy 1992 as the University of Central England, changing our name to Birmingham City University in 2007, reflecting our commitment to, and pride in, our home city. Key identifiers

To promote our University, and to serve as an anchor for all sub- branded parts of the organisation, we have developed our key identifier. It is composed of two core elements: our symbol and our wordmark.

As a symbol of valour and regal bearing, the heraldic tiger was adopted from a historical University crest and given a contemporary graphic treatment. 02. Our symbol used in tandem with our wordmark Used in conjunction with our wording and typeface the logo conveys a modern, innovative Symbol Wordmark university that has retained a sense of history and heritage.

Our corporate blue reflects the academic dress worn by the university’s honorary peers and 09 Logo heritage academics since 1992.

10 Main logo presentation Consistently implemented, our 11 Vertical logo presentation symbol in tandem with our wordmark will help people to 12 Logo - colour reproduction better understand Birmingham 13 Recommended sizing City University: who we are, 14 Logo placement our mission and our values. 15 Accessibility - use on colour fields 16 Logo - inappropriate use 17 Brand hierarchy Design elements Design elements

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Main logo presentation Vertical logo presentation

Main logo 03. Main logo - for use on all marketing communications Vertical logo 07. Vertical logo configuration with exclusion zone

The logo is designed to reflect In addition to the main our status and brand positioning. horizontal logo, we also use It symbolises our proud heritage a vertical configuration. and modern, forward-thinking approach. For most applications, the horizontal version is preferred, The main logo is to be used on all but there will be some occasions EZ University marketing materials. As where space considerations shown opposite, the symbol and the make a vertical orientation wordmark are always presented more desirable (such as general together. The logo must not be campus or directional signage re-drawn; master files must always and display banner graphics). be used. The size, rendering, colour and configuration of all our key identifiers are fixed and should not be changed in any way. 06. Examples of vertical orientation application

It must be positioned to the top 04. The recommended minimum clearance protects the logo right on University materials where possible (see page 13). Exclusion zone (EZ) = height of text The identity is positioned here to help with brand recognition and is considered to be the optimum EZ placement for our brand. EZ EZ

There may be some applications EZ EZ that require a central positioning and this only applies to signage and some promotional merchandise. EZ Exclusion zones

In order to maximise its visual presence, the logo requires a 05. Online logo surrounding area clear of any Welcome to other graphic elements or text. City Centre Campus The minimum exclusion zone is Exhibition equal to the height of the type. Always allow at least this amount of clear space around the text of the logo. EZ It is important that this rule is observed and the exclusion zone For online and digital situations, the square configuration is used. Please refer is maintained at all times. to http://styleguide.bcu.ac.uk for full details of how to implement this. It is also used on social media where dimensions are already defined (such as Facebook, The logo will appear on many Twitter, Google+ and YouTube). different applications and formats and this will help to give it clarity and presence.

All logos are available as electronic files, in different formats, from our staff intranet - just search ‘logos’ on iCity. Alternatively, email: [email protected]. All logos are available as electronic files, in different formats, from our staff intranet - just search ‘logos’ on iCity. Alternatively, email: [email protected]. Design elements Design elements

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Colour reproduction Recommended sizing

Colour 08. Main logo - for use on all university communications Consistent sizing 10. Main logo - key sizing for use on marketing collateral

The logo only appears in the four Consistent sizing and positioning colour blue - C100 M86 Y0 K64 of the logo is required to maintain or Pantone variants shown on a well-defined branding system. A4 - 15mm this page. For RGB values see page 20. Below are guidelines for logo sizing and margin spacing when our identity This colour is unique to our is applied across standard formats. brand identity and we utilise it across our communications. A4 - portrait and landscape A6 and DL - landscape Logo height 15mm Logo height 12mm A5 - 13mm Please avoid any other colour Left/right margin 12mm Left/right margin 8mm combinations when applying Top/base margin 15mm Top/base margin 8mm the logo. A5 - portrait and landscape Other formats We avoid using colour tints Logo height 13mm whenever we reproduce our logo. Left/right margin 10mm A3, A2 and larger formats Top/base margin 10mm Designers must only use the A6/DL - 10.5mm CMYK/Pantone references A4 template and scale up the A6 and DL - portrait branding to the required Blue - C 100 M 86 Y 0 K 64 Logo height 10.5mm size proportionately. Blue - Pantone 2768C Left/right margin 9mm White - C 0 M 0 Y 0 K 0 Top/base margin 9mm

09. Main logo - mono versions Black and white variations 12mm 12mm 15mm On occasions a black or white 15mm version of our logo may be required. These configurations maintain the integrity of our brand.

All black Our symbol and wordmark are 10mm 10mm rendered in 100 per cent black to 10mm optimise legibility. 13mm

All white

Whenever our identifiers are 9mm 9mm reversed out of a dark background, 9mm all elements are rendered in white. 10.5mm

We avoid using tints whenever we reproduce a mono logo.

Black - C 0 M 0 Y 0 K 100 White - C 0 M 0 Y 0 K 0

A6/DL A5 A4 15mm 9mm 10mm Design elements Design elements

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Logo placement Accessibility - use on colour fields

Logo positioning 11. Main logo - anchored top right Maximising logo legibility 12. Mid grey backgrounds 13. Lighter backgrounds

It is vital we apply our logo Where backgrounds include colour Faculty of Business, consistently across all of the or images, it is essential to consider Law and Social Sciences University’s material. It should the best options to project the logo always appear in one fixed position Faculty name effectively and how it complements - anchored to the top right hand any chosen images. Learn today. corner. Undergraduate Lead tomorrow. There should always be good courses This area must be kept clear and contrast between the logo and the the logo should be uniformly background colour. Our corporate applied across all materials. blue on a white or very pale background is the most legible. See page 13 for margin spacing across various formats. See page 16 for general guidance on logo use. Brand hierarchy and titles We utilise space to present the University in a considered style Document title and to ensure our messages are amplified and clearly delivered.

Document titles should be positioned in clear photographic areas and be 100 per cent legible. 14. Reversing out white on darker palettes The left side of the upper logo Detailed or dark panel is where we position faculty, backgrounds school or department names. Faculty of Arts, Design and Media Where the main logo sits on Please see page 17 for a dark, graduated, detailed or further guidance. corporate blue background, all elements will need to be When used alongside partnership reversed out white. logos or when we are sponsoring a publication/event, the logo can We avoid using tints whenever be positioned at the bottom or we reproduce our logo. the back - in these cases contact [email protected] for further guidance. Corporate Strategy Course Review Guide Design elements Design elements

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Logo - inappropriate use Sub branding

Logo considerations 15. General don’ts when applying our logo Arrangement and application 16. Logo arrangements shown in CMYK and mono configurations

To ensure the logo is presented The University has two sub correctly, we have highlighted brands within its brand structure: some key points to consider Birmingham Conservatoire and A4 - 13mm along with some examples of Birmingham School of Acting. inappropriate use. Our sub brand logos are always Change our established colours secured to our main logo as shown. We apply the same A4 - 13mm exacting standards with positioning and reproduction as our main logo.

When used on the University website, the sub brands sit to the A5 - 10mm Department name right of the square logo as the Do not split identifiers or position incorrectly ‘site name’. Please refer to http:// Add type or a graphic element within its exclusion zone styleguide.bcu.ac.uk/examples.

A4 A5 - 10mm Logo height 15mm Left/right margin 12mm Top/base margin 12mm Study to Succeed A5 Logo height 10mm 16. Examples of application - reversed out white Alter proportions, arrangement or spacing Left/right margin 8mm Top/base margin 8mm

Colour

The logo should only appear in the CMYK or Pantone variants shown below. For RGB values see page 18. Insufficient contrast with background colours Blue - C 100 M 86 Y 0 K 64 Blue - Pantone 2768C White - C 0 M0 Y 0 K 0

When it is not possible to use the standard CMYK logo, a one-colour Birmingham version should be used in either School of Acting Use tints of our corporate logo colour on our symbol or wordmark 100 per cent black or reversed out white.

All logos are available as electronic files, in different formats, from our staff intranet - just search ‘logos’ on iCity. Alternatively, email: [email protected]. All logos are available as electronic files, in different formats, from our staff intranet - just search ‘logos’ on iCity. Alternatively, email: [email protected]. Birmingham City University Design elements

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PrimaryDesign logoelements Using colour with our brand Our key identifier

Proposition and Simple confidence. Colour principles Creating colourful lives. ‘Inspiring Transformation’ is at the very heart of our systems University. This is a massive promise to both our students and the organisations we work with – and one that is perfectly illustrated by the many successful outcomes we can point to. So colour – and how we use it – is a crucial aspect of our visual identity. It must be used in a way that reflects this promise, the ambitions of our brand and our Brand Beliefs.

This is not an elaborate colour system or an attempt to colour code all aspects of the University. This is about capturing the energy and passion of the inspiring, challenging and ‘anything is possible’ culture we are creating.

19 Using colour with our brand 20 Brand palette 21 How we use colour 22 Colour application examples Design elements Design elements

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Brand palettes How we use colour

Our approach to colour Corporate colour Secondary colour Secondary colours combinations To use colour simply and confidently, the colours we select, the way we C 100 M 86 Y 0 K 64 Pantone 2768C RGB R 0 G 15 B 77 Our secondary colours provide C 100 M 86 Y 0 K 64 Pantone 2768C RGB R 0 G 15 B 77 use them and the principles that designers with an alternative will guide their use are vital in palette of colours. These colours communicating who we are. Primary colours - CMYK Coated (Pantone® Plus Series) are intended to be used in Secondary colours - accent palette marketing materials to It means we don’t use colour complement the primary colour. arbitrarily.

It must be considered and used with purpose to aid communication so Pantone 115-7C Pantone 118-7C Pantone 117-8C Pantone 115-4C Pantone 118-4C Pantone 117-5C that we maintain high standards CMYK C83 M0 Y0 K0 CMYK C88 M0 Y13 K0 CMYK C100 M0 Y0 K48 CMYK C37 M0 Y0 K0 CMYK C49 M0 Y7 K0 CMYK C58 M0 Y0 K28 and professionalism in all visual communications.

Blue is our corporate colour (ie from our logo). We allow blacks/ greys for type to ensure clarity and Pantone 77-15C Pantone 97-5C Pantone 75-6C Pantone 77-4C Pantone 97-2C Pantone 75-12C standout. Supporting these is a CMYK C0 M83 Y0 K50 CMYK C51 M60 Y0 K15 CMYK C0 M68 Y0 K0 CMYK C0 M44 Y0 K22 CMYK C31 M37 Y0 K9 CMYK C0 M43 Y0 K5 palette of 12 colours carefully bringing together muted but distinctive tones with bolder colours to allow enough flexibility and freedom – but always used thoughtfully following our key Pantone 10-7C Pantone 27-8C Pantone 62-7C Pantone 10-5C Pantone 20-5C Pantone 62-4C principles for using colour. CMYK C0 M23 Y86 K0 CMYK C0 M62 Y97 K0 CMYK C0 M90 Y46 K0 CMYK C0 M16 Y61 K0 CMYK C0 M33 Y67 K0 CMYK C0 M57 Y29 K0

Litho print vs digital

Lithography and digital printing Use CMYK and Pantone colours for lithographic print production and Pantone 148-7C Pantone 150-7C Pantone 127-5C Pantone 148-3C Pantone 151-3C Pantone 127-3C digital print runs. Specify any special CMYK C72 M0 Y90 K0 CMYK C71 M0 Y89 K42 CMYK C67 M0 Y36 K0 CMYK C36 M0 Y46 K0 CMYK C46 M0 Y65 K9 CMYK C42 M0 Y22 K0 colours, such as Pantone colours, to the printer and clearly mark these on your artwork.

Broadcast and online colours For broadcast work use RGB values. For all online applications and electronic mailshots designers must work with Hex values. These should be clearly marked on your artwork.

Pending a full review, the University website will continue to use an alternative colour palette. See http://styleguide.bcu.ac.uk/ examples/colours for full options. Design elements Design elements

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Colour application examples Colour application examples

Additional colours drawn 18. Using muted contrasting colours Selecting colour 20. Example of headline colour accent from photography from photography combinations for specific

Annual Review purposes To inject further creativity into 4 Our students start on their career path the minute they designs, a key colour from a 2 join us, benefiting from industry-standard facilities and We utilise colour accents from lecturers with relevant experience in their chosen sector. photographic image can be drawn As well as allowing our students to shape their own photography to produce a flexible, learning through the Student Academic Partners scheme, upon and used in a block or in we now also employ them in various roles across the complementary palette that typography to complement the University, providing real-life work experience. ensures a harmonious, vibrant

image. Naturally, this opens up an Our green screen studio can be used for a wide or refined colour system. additional selection of colours and variety of productions greater flexibility. However, this must Postgraduate always be considered carefully and Mixing subtle secondary Postgraduate used sparingly. Avoid doing this for Birmingham acting course colours gives maturer overtones. every page or spread of a document. 3 now to include green screen training Ideal for research-based or courses Students on our MA Acting course now have the The use of new/additional colours chance to perform alongside animated characters postgraduate applications. and pre-rendered backgrounds on Europe’s largest must not be more than 50 per static green screen.

cent of the text within the entire The postgraduate course is the first to use “I am thrilled that we are able to offer students Undergraduate the University’s new £62 million TV production this unique training opportunity,” said Head document/piece. facilities at the University’s Parkside Building. of School, Stephen Simms. Brighter more impactful colour Studio B is a green screen studio for recording “With so much work taking place in virtual material that will then have CGI (computer- environments – think of the Oscar-winning Transforming students generated imagery) added to form the final Gravity – the ability for students to train for combinations can be employed image. The studio has a motion control this important aspect of the profession is a camera, ‘Milo’, which can reproduce the same great asset for Birmingham School of Acting.” In the examples on this page, (1) programmed move repeatedly. This allows the to attract a younger audience. Learning CGI and the live image to be synced. shows a key colour contrasting The MA Acting course will also give students a chance to work with animators and visual “I am thrilled that we are 1 effects (VFX) artists to make the most of and teaching working with production-level, green screen able to offer students this over a dark studio image. (2) and (3) backgrounds. The move signals an intent from unique training opportunity,” Higher-level literature the drama school to provide greater screen time for acting students, to mirror the modern Stephen Simms, Head of School show how the chosen key colour is challenges of an actor. More subdued colour

also legible on white too. 22 22 combinations can bring more corporate overtones into play. Ideal for high-end documentation such as annual reviews, high Colour accents from photography 19. Using brighter accent colours level research documents and communications. (1) shows a brighter contrasting colour picked out 5 Promotions from the lady’s patterned dress. Professor Caroline Archer leads the Colour combinations can be University’s research in typography (2) and (3) show the colour adding 2 used in conjunction with our impact to overall spread and primary blue for advertising and complementing the muted promotions such as Open Days. photography.

Transforming practice 3 Research project dazzles visitors

Research Museum visitors will now be able to have more access than ever before to precious artefacts and collections, with impact thanks to experts from the University. 1

Keith Adcock laser scanning a ferlite watch dial The original pearl dropper

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Design elements Our typefaces - primary

Type families 21. Primary font - serif

Our two type families, Times New Roman and Din, are used in a Times New Roman Regular Type styling primary and secondary system to ensure all communications are delivered consistently.

We use a combination of serif and sans serif to reflect our heritage, prestige and modernity. AaBbCc Why Times New Roman?

A distinctive type style will elevate our brand and help us communicate with clarity. 0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ Times New Roman is the core font in our visual identity and abcdefghijklmnopqrstuvwxyz synonymous with our brand. 0123456789 Times is used to create a destinct and refined typographic style for all of our marketing materials and communications. It is flexible and Times New Roman Italic has many different uses across our collateral.

Times New Roman Regular Use for headlines on covers, for standfirst paragraphs on brochure spreads, advertisements and exhibitions. AaBbCc Where permitted and to avoid legibility or accessibility issues we aim to use it above 12pt for all headlines.

We avoid using bolder weights. 0123 ABCDEFGHIJKLMNOPQRSTUVWXYZ Times New Roman Italic Italics should be used sparingly abcdefghijklmnopqrstuvwxyz 25 Our typefaces - primary as a design feature. 0123456789 26 Our typefaces - secondary 27 Type styling 28 Identifying marketing material with type 29 Titling communications Design elements Design elements

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Our typefaces - secondary Type styling

Type families 22. Secondary font - sans serif Communicating our message 23. Type system guidelines

We use Din as our secondary font. Applying our type system effectively It is a modern, high-impact typeface Din Regular will go a long way towards bringing that reflects our forward-thinking to the fore the key attributes that we ethos. want associated with the University. 2

Din Regular Preferably text should be ranged 1 Please use Din Regular for main left; please avoid right aligned or body copy. justified titles and text. Centred text AaBbCc can be used sparingly as a design Din Medium feature. Please use Din Medium for sub 3 headings, titles, contact details, etc Contrast in large bodies of copy. There must be enough contrast for all text styles to be clearly legible Be consistent in typography; 0123 against any type of background. decide on the size of body text and lists, and retain these ABCDEFGHIJKLMNOPQRSTUVWXYZ 4 choices throughout your abcdefghijklmnopqrstuvwxyz collateral. 0123456789 Body text should be at least 8pt.

We avoid using bolder Din weights. 1

Web fonts Din Medium To increase readability and provide a better brand experience we use Droid Sans font for headings on all Headlines University websites and Arial font for body text. Roboto Slab Regular can be used AaBbCc sparingly as a secondary/alternative brand font on the web.

Introduction paragraph headings Sub headings Body copy Please refer to http://styleguide.bcu. ac.uk/examples/typography for full 2 3 4 details on web fonts. 0123 Times New Roman Times New Roman mixed with Times New Roman Italic Din Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Design elements Design elements

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Identifying marketing material with type Titling communications

Using our brand hierarchy 24. Brand hierarchy guidelines - A4 application Choosing the right title 26. Primary logo - anchored top right

To identify our communications from 10mm 10mm Document titles should encapsulate a particular faculty, academic unit, our aims and reflect our values. professional service department, 15mm They should entice readers in, research centre or institute, we use engage and encourage take up. Faculty name Marketing and Communications specifically designed brand hierarchy. 15mm These are positioned consistently Department Positioning in clearly defined areas to ensure To ensure maximum impact, maximum legibility. publication titles are placed in clear photographic areas. Position, sizing and scaling By using this negative space and Learn today. The brand hierarchy is placed in the isolating details on images we top left-hand corner, within the achieve a clear and focused Lead tomorrow. same margin guidelines as presentation. the logo. Type and colour To add emphasis we apply a Document titles are set in vertical rule. This is applied and Times New Roman Regular. lined up with the logo’s vertical height. The text is then centred Colour vertically within this space. Marketing and Communications Where possible we utilise colour accents from photography to Department Contrast produce a flexible, complementary There must be enough contrast for or contrasting palette. This sets the the brand hierarchy to be clearly tone for a harmonious, vibrant or legible against the background. refined colour system.

Scale proportionately for different The colour accents below have been sized documents. selected from the image opposite. This selection illustrates the range of colours that can be utilised in Type and colour design work. Brand hierarchy are set in Din 25. Alternative colourways to emphasise contrast Regular in our colour palettes

Corporate colours: Faculty of Health, Birmingham School Blue - C 100 M 86 Y 0 K 64 Education and Life Sciences of Architecture Blue - Pantone 2768C Times New Roman Regular Black - C 0 M 0 Y 0 K 100 CMYK solid - use against a light background Black solid - use against a light background White - C 0 M 0 Y 0 K 0 Headlines Learn today. Faculty of Health, Birmingham School Education and Life Sciences of Architecture Lead tomorrow.

CMYK reversed out white - use against a dark or detailed background Mono reversed out white - use against a dark or detailed background

All logos are available as electronic files, in different formats, from our staff intranet - just search ‘logos’ on iCity. Alternatively, email: [email protected]. Birmingham City University Design elements

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Design elements Using imagery with our brand

Proposition and Our mission is to be recognised for excellence in principles practice-based education, research and knowledge. Image policy The way we communicate this and the style of imagery and photography we use are crucial to ensure brand consistency.

Therefore:

- All commissioned photography must tell its - own story.

- Internal imagery must portray the very best of - our facilities, buildings and student experiences.

- All images must be considered, consistent and - have a distinctive style born from our brand promise: Inspiring Transformation.

- Imagery must feel inspiring and capture - experiences that are real, natural, colourful - and contemporary.

31 Using imagery with our brand 32 Projecting the right image 36 Selective focus Design elements Design elements

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Projecting the right image Projecting the right image

Learning experiences Our academics

Capturing the process of Academics should be captured creativity/learning forms an in an accessible, studied manner. important part of our story. Portrait styles and backgrounds should be tailored to suit specific Photographs of students should types of literature, such as annual capture engagement with reports, prospectuses or research colleagues and academics, publications. showing positive attitudes, illustrating the process of learning All shots should be relaxed and and showing the diversity within appealing with complementary study areas. Isolating one area of natural lighting. Choose a plain the shot is preferable, with the use background or one that reflects the of soft focus around the outer edges subject matter and use innovative of the shot. depth-of-field and focus techniques to create additional interest. Photoshopping should be done sparingly and only where it adds to Allow spacing around the subject. an image. Do not crop figures or faces.

Facilities Discovery

Our students have access to some Student life photography should of the best industry standard be illuminating and inviting. Images equipment across our campuses. should set the scene or capture It is therefore important to show a moment. students engaged in their chosen fields using such facilities. Imagery should demonstrate staff and students working together, Images should demonstrate taking time to focus and real-world students at work with careful learning. These create a stronger attention paid to the detailing of narrative and showcase the the background, which should University experience effectively. highlight the learning environment.

It is important to have a clear area towards the top of the image. Design elements Design elements

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Projecting the right image Projecting the right image

Taking a global view People

Hero imagery Our images of people should be Hero images should be emotive, captivating and dynamic. Where exciting and inspirational, promoting possible, they should reflect the excellence in every aspect of what positive learning experience at the we do and offer. Each image should University and show the result of tell its own story, and show the best what study at higher levels can of our facilities, the best buildings achieve. and the best student experiences. It is important that the portrait Usage imagery should feel emotive and Hero images will be used in tell its own story. Where possible, marketing materials, such as use props relevant to the profile/ annual reviews, prospectuses, subject area to add emphasis to frontline digital platforms, school the students’ work. Look for an and faculty materials, and other interesting or relevant background literature. or backdrop for your subject. Use good natural lighting where possible. Photographers must shoot both Do not apply effects to the imagery. portrait and landscape versions of Do not crop; leave space around each image to fulfil our marketing your subject. requirements and applications.

Architecture Utilising stock imagery All our campuses have very In all instances the University would different, distinctive architecture, prefer its own imagery to be used. ranging from modern contemporary If stock imagery is to be used, it new builds to amazing 19th-century must adhere to these guidelines. Victorian buildings. All selected imagery on marketing materials must be approved by Photographers are expected to Creative Services before use. capture the buildings using creative viewpoints and angles so that shots Style feel dynamic and modern. The use • Dynamic and inspiring of wide angle lenses would benefit • Creative use of focus and this imagery. depth of field • Format: wide landscape and portrait • Rich in colour • No special effects • Isolating detail • Generous spacing for design elements. Design elements Design elements

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Selective focus

Isolating detail

Photographing with selective focus or applying this technique to our imagery creates a more distinctive, singular style.

By simplifying the composition it is easier for the viewer to comprehend the image. It ensures the eye is drawn to key details.

Adopting a more stylistic, art directed approach helps to elevate our imagery and communicate themes with greater clarity.

Only use images that are relevant and add value. Birmingham City University Communicating on brand

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Communicating on brand Our voice

Proposition and Confident, succinct, inspiring. principles Tone of voice At the heart of Birmingham City University is our desire to inspire transformation. So when we communicate we sound like people who can do just that with the experience, focus and passion to bring out the very best in our students.

By drawing on relevant Brand Beliefs when we communicate – ‘Locally committed, globally ambitious’, ‘Transforming futures’, ‘Stronger together’ and ‘Practice focused, academic excellence’ – we reinforce and emphasise our mission to transform the prospects of individuals, organisations and society. But this does not mean quoting each and every word; it is far more about capturing the spirit and the meaning of these guiding principles to engage our audiences.

Ultimately, we need to see ourselves as a confident speaker. They choose their words wisely. They often say more by saying less. And, by using fewer words, they know that every word counts in making our points clearly and memorably.

In summary, our brand tone is:

39 Key principles Confident - but never a whiff of arrogance Succinct - without being blunt Inspiring - but founded in the real world. Birmingham City University Birmingham City University

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Confident, succinct, inspiring.

Confident Succinct Inspiring

We’ve been educating professionals for over A direct result of being confident is the ability Whenever we write or speak, we want to instil a 170 years. We are comfortable in what we have to have impact by saying less. By using fewer sense of inspiration and a can-do attitude within achieved and should share our successes, words and considering each sentence, we will the tone. We must empower potential students experiences and wisdom with confidence: For us: communicate our messages and Brand Beliefs and undergraduates to go anywhere. And do with impact and purpose. For us: anything. For us: 1) Confidence is sharing our successes – but not repeatedly. We are proud, not arrogant. 1) Succinct is editing information without losing 1) Inspiring is sharing our ambition for changing impact. the world. eg “Whether it’s a senior position within a global company, or creating award-winning DON’T SAY: eg “A course at Birmingham City University can, entertainment, our graduates are successfully “At Birmingham City University you will discover quite literally, change the course of your life. We’re shaping the world.” that our academic staff have worked within inspiring our students not just to follow a career, the industry they teach and still have close but to go out there and shape the world.” Here, the simple introduction of ‘global’ and partnerships with brands all over the world.” ‘award-winning’ echo the Brand Beliefs of ‘Locally eg “Our inspirational learning environment has committed, globally ambitious’ and ‘Transforming DO SAY: helped transform the lives of leading architects, futures’. “Our inspiring staff retain industry links with designers, lawyers and engineers.” global brands.” 2) Confidence is making direct comparisons 2) Inspiring is reminding students of our graduate with competitors – we don’t shy away from 2) Succinct is using short, bold headlines and and academic successes. our ambition. sub-headlines. eg “TV presenter Jonnie Irwin graduated from eg “While other university courses will help you DON’T SAY: Birmingham City University in 1997 and has get a career, our exciting courses and inspirational “How we’re giving you the skills you need for embarked on a successful career with Channel 4 academic staff will help you go even further and employment.” and the BBC.” make a real difference.” DO SAY: eg “Professor Lubo Jankovic led research on the This statement directly alludes to the fact there is “Enhancing your employability.” ground-breaking Zero Carbon House, winner of a something bigger and better than just a career. Royal Institute of British Architects award.” 3) Succinct is using bullet points rather than 3) Confidence is letting our students and overly long paragraphs. 3) Inspiring is introducing our facilities graduates speak for us. with gravitas. DON’T SAY: eg “For me, Birmingham City University has been “At Birmingham City University, our friendly eg “With an investment of £260 million, we are life-changing. Having moved nearly 2,000 miles, Student Services team are on hand to offer you committed to giving you the very best learning I’ve met people from all over the world.” their advice on disability support, finance and environment to shape your experience.” money matters as well as healthcare, mental On occasion, introduce genuine student/graduate health and wellbeing. They are also available eg “Our purpose-built Conservatoire has some quotes, and ensure they link to the Brand Beliefs. to help you organise visas and immigration, of the finest performing, teaching and music Here, ‘life-changing’ suggests a richer and more childcare and counselling.” technology facilities in the country.” rewarding experience, while ‘people from all over the world’ suggest a truly international university. DO SAY: Our Student Services team are on hand to Digital copy help with: − Disability support There are some additional considerations when − Finance and money matters writing for use online. For specific guidance on − Healthcare, mental health and wellbeing. digital copy please contact our web team on − Visas and immigration [email protected]. − Childcare − Counselling. Birmingham City University Birmingham City University

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Graphic language Grid systems

Modular grid system

A modular grid system forms the basis of the University’s brand Publications publications. It adds structure and helps generate brand recognition. It can be customised to suit varying levels of information and all types of content. It should be used as a guide for the placement of text and images.

Postgraduate 2 study

Fashion. An Introduction. Birmingham City University is the biggest producer of creative professionals outside of London.

Fashion Design Fashion Design BA (Hons) MA

Lorem ipsum dolor sit amet, Lorem ipsum dolor sit amet, consectetur adipiscing elit, consectetur adipiscing elit, sed do eiusmod tempor sed do eiusmod tempor incididunt ut labore et dolore incididunt ut labore et dolore magna aliqua. Ut enim ad magna aliqua. Ut enim ad minim veniam, quis nostrud minim veniam, quis nostrud exercitation ullamco laboris exercitation ullamco laboris nisi ut aliquip ex ea commodo nisi ut aliquip ex ea commodo consequat. Duis aute irure consequat. Duis aute irure dolor in reprehenderit in dolor in reprehenderit in 44 Grid systems voluptate velit esse cillum voluptate velit esse cillum dolore eu fugiat nulla pariatur. dolore eu fugiat nulla pariatur. Excepteur sint occaecat Excepteur sint occaecat cupidatat non proident, sunt cupidatat non proident, sunt in culpa qui officia deserunt in culpa qui officia deserunt 45 Spread examples mollit anim id est laborum. mollit anim id est laborum. 4643 Introduction Grid systems spread examples 4744 Cover Spread examples examples 45 Introduction spread examples 46 Cover examples Graphic language Graphic language

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Spread examples Introduction spread examples

Using space for clarity Double page spreads – creating impact The system can be modified by the designer to suit alternative 5 Annual Review Research with impact Using well-composed dynamic layout templates. imagery to introduce new sections University looks to revolutionise In brief arts and humanities research 1 or illustrate particular themes University completes Utilising a variety of image sizes REF 2014 submission Birmingham City University has been chosen to form immediately creates an impression. part of a pioneering centre of excellence for arts and The University finalised its submission and compositions within the grid to the Research Excellence Framework humanities research education in the Midlands. (REF), which is used by the Higher Captivating images should Education Funding Council for England to assess the quality of research at UK will create sufficient space when universities. It replaces the previous The Midlands3Cities Doctoral Training In support of its own ambitious research Research Assessment Exercise (RAE) encapsulate the learning Partnership (DTP) has been awarded £14.6 strategy, the University will be recruiting which was carried out in 2008. The Transforming million from the Arts and Humanities Research students to its strongest research areas, submission featured 122 full-time Transforming applying large quantities of Council (AHRC) – which, after match-funding including art and design, English and equivalent members of staff and 11 units of assessment. experience and showcase our from partner universities, will offer 410 linguistics, law, media and cultural studies, content. Research with Impact doctoral studentship opportunities over the and music and performing arts. In the first next five years. year of the partnership, 12 students based at 2 facilities and teaching. Research with impact Birmingham City University received awards. Groundbreaking new research Our Industry Links The DTP, a collaboration between the Postgraduate Research Programmes universities of Birmingham City, Birmingham, Professor Tim Wall, who represents the will allow instant cancer diagnosis

De Montfort, Leicester, Nottingham and University on the consortium’s steering group, A research project led by the University’s Nottingham Trent, provides research candidates said: “This partnership will revolutionise the School of Digital Media Technology showed By introducing space into layouts with cross-institutional mentoring, expert way we teach our postgraduate students. All how data sonification – converting data to Donal MacIntyre was one of the team of audio signals rather than visuals, using a See page 32 for the approach experts that worked on the study supervision including cross-institutional six universities are equal partners; all sharing laser device – can improve techniques We offer a unique study experience that supervision where appropriate, subject their resources, expertise and, crucially, in stem cell analysis, opening up new it is easier for the reader to navigate specific and generic training, and professional their partnership links to help create possibilities for GPs to make instant and balance to take with imagery. enables you to become a confident, reflective support in preparing for a career. a new generation of highly skilled arts cancer diagnoses. The research team is and humanities developing the idea further by working and independent student, deepening your and absorb content. It also ensures researchers.” on new types of tissue data. knowledge in your chosen areas of study. Study reveals shadowy world Art and design is one area of research which will key elements are prominent. be further strengthened by this collaboration 3 of Britain’s discount hitmen University research helping people to invest in nature

A team of leading criminologists from the University Researchers from Birmingham School of the Built Environment have been published the first-ever study of British hitmen, which examining Visitor Giving schemes, which Only use images that are revealed that in some cases, victims were murdered for use donations from people visiting the Professor David Wilson countryside to fund environmental and as little as £200. community projects. They developed a set of smartphone apps, which provide relevant and add value. location-based information about the benefits provided to society from the Professor David Wilson, Dr Elizabeth Yardley, landscapes users are travelling through. Donal MacIntyre and Liam Brolan, identi- While the age of hitmen ranged from 15 to 63, fied four main types of contract killer – the the average age of a British contract killer was ‘novice’, the ‘dilettante’, the ‘journeyman’ 38 and the average age of their victim was 36. 4 and the ‘master’. Guns were the most common murder weapon, Please note a similar approach to Examining the positive side used on 25 of the 35 victims. of computer games The team analysed newspaper articles from grid composition should be taken an electronic archive of national and local Professor Wilson said: “Hitmen are familiar Researchers from the University and papers from across Britain, using the reports figures in films and video games, carrying out Birmingham Children’s Hospital are to piece together a list of cases which could ‘hits’ in underworld bars or from roof tops with exploring how computer games and game based learning can be applied in be defined as contract killings. The final list expensive sniper rifles. The reality could not be when working in smaller formats. the healthcare sector to improve young featured 27 contract killings, committed by more different – British hitmen are more likely people’s understanding of medical 36 hitmen who to murder their victim while they walk the dog conditions they may be living with and how were active on the British mainland from in suburban neighbourhoods.” to care for themselves as they grow older. 1974 to 2013. www.bcu.ac.uk/research Type 42 44 See page 24 for type styling application.

7 Annual Review www.bcu.ac.uk Our campus plans are central to the University’s strategic vision and our commitment to enhancing the student experience through the provision of world-class facilities. We are currently mid-way through a £260 million investment programme in our estates and facilities, concentrating our teaching on two main sites close to the centre of the city. Transforming the city and region

Students at Birmingham Conservatoire will be Investing moving into a new in our estates building soon

New home announced for Birmingham Conservatoire

Our ongoing investment in our facilities received a further boost recently when plans for a new £45 million home for Birmingham Conservatoire were announced.

The purpose-built Conservatoire will be designing new concert, practice, teaching adjacent to Millennium Point as part of and study facilities which will be the envy our expanding City Centre Campus, just of conservatoires across Europe. We are a short distance from New Street and working closely with Millennium Point on Moor Street train the design and construction, to ensure that stations, in the heart of the city’s developing a facility is delivered which complements ‘learning quarter’. The new facility is due to the existing offer, in both architecture open by summer 2017, and will provide world- and service. class music education facilities for current and future students. Vice-Chancellor Professor Cliff Allan said: “I am delighted that an agreement has been The facility will be developed around the main reached which will enable Birmingham 500 seat public performance venue along with Conservatoire to relocate to this new, state- a range of other public performance spaces, of-the-art building by summer 2017. including a fine new concert hall for orchestral training and performance, in addition to an “During its long history Birmingham experimental music space. Around the main Conservatoire has earned an international performance venues will be private rehearsal reputation for the excellence of its music Creative vision rooms and practice rooms, recording and teaching, research and performances. We technology, all supported by teaching spaces are confident that the future changes will for musicians from a variety of disciplines. provide us with a glorious opportunity to build on our proud history and develop Real world learning experiences The University has now initiated the process of world-class facilities for future generations.”

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Cover examples Cover examples

Dynamic, accessible, Magazines recognisable Go Magazine aimed at the undergraduate market. The University delivers learning International Office experiences that are engaging, enhancing and transformative. Progress Magazine aimed at the postgraduate market. International Learn today. Our covers should entice, promote Summer School our offer and demonstrate our 13 July – 31 July 2015 Lead tomorrow. values.

Dynamic, brand-focused covers will ensure our publications are easily recognisable so we can build a connection with our Annual Review constituents and audiences. 2014/15

www.bcu.ac.uk/international

Faculty of Business, Faculty of Health, Law and Social Sciences Education and Life Sciences

International course guide

Annual Review Annual Review 2014/15 2014/15

Business course guide Birmingham City University Graphic language

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Graphic language Stationery templates

Letterheads 27. A4 letterhead

Throughout our stationery we 12mm 12mm apply the same principles for Presentation and logo positioning, colouring and 12mm identifying communications.

15mm xxxxxxxxxxxxxxxxx xxxxxxxxxxxxxxxxx Address and contact information 65mm stationery templates are centred at the bottom. Tailored departmental templates are available from Digital Print Services: [email protected].

14mm

26mm 49 Stationery templates 12mm 51 Word template 52 PowerPoint presentation template Graphic language Graphic language

50 51

Stationery templates Word template

Compliment slips 28. DL compliment slip Word template 30. A4 desktop publishing template

8mm 8mm For internal and external digital 12mm 12mm communications or desktop

8mm publishing we use Word. Templates 12mm can be modified to suit content but

15mm logo positioning and fonts should 15mm follow the brand application policy. 65mm

When our corporate fonts aren’t available we substitute Times New Roman with Times Regular and we use Arial in place of Din.

Logo and margins 12mm Logo height 15mm Left/right margin 12mm 12mm Top/base margin 12mm

8mm Colour Our corporate blue RGB onscreen colour values are: Blue - R 0 G 15 B 77

Tailored departmental templates Business card 29. Business card - 85mm height x 55mm width are available from Digital Print Services: [email protected]. 6mm 6mm

15mm 9mm

Title Accreditation Job title

T: xx x xxx xxx xxxxx Address xxxxxxxxxxxxxxxx M: xx xxx xxxxxx xxx xxx xxxxxxxxxxxxxxxxx E: [email protected] xxx xxx xxxxxxxxxxxxxxxxx W: www.bcu.ac.uk xxx xxx xxxxxxxxxxxxxxxxx 6mm

12mm Graphic language Graphic language

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PowerPoint presentation template PowerPoint presentation template

Visual consistency 31. Title page Visual consistency 32. Secondary level template for content

To ensure brand uniformity, a Secondary level page template PowerPoint template has been To accommodate content for produced and should be used for secondary level pages our logo is all presentations. positioned in the lower right hand corner framed by a clear border. To add value and demonstrate key points or our diversity, When our corporate fonts aren’t images should be incorporated available we substitute Times New into presentations. Roman with Times Regular and we use Arial in place of Din. The compositions and themes of photographs should reflect our Powerpoint text image policy. See page 30. Text should be in our corporate blue: Blue - R 0 G 15 B 77 When our corporate fonts aren’t available we substitute Arial in place of Din.

Title page template PowerPoint templates can be The PowerPoint title page is kept downloaded from Creative Services’ clean with our logo positioned iCity pages. centrally. Welcome to Birmingham City University Investing for the future Logo colour Our corporate blue RGB onscreen colour values are: Blue - R 0 G 15 B 77 Birmingham City University Birmingham City University Birmingham City University

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PrimaryGraphic logo language Display and exhibition graphics Our key identifier

Exhibition, display graphics and signage

56 Exhibition and display graphics 58 Information and directional signage 59 General campus signage Graphic language Graphic language

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Exhibition and display graphics Exhibition and display graphics

Headlines Utilising the design grid

Communicating the brand 33. Examples of single image banners Our grids are integral to showcasing 34. Example of multiple image school banners intelligently with clarity the University’s brand language, demonstrates confidence and creating a consistent structure for clarity of vision. all our promotional materials.

In all external marketing They allow flexibility in creating a communications, a strong variety of layouts and designs, headline should be used while maintaining maximum to reflect our positioning and brand presence. promote the subject matter. The example designs should be Copy used as a guide for placement We always express ourselves of text and imagery, including clearly and confidently. This faculty names, headlines and means using recognised calls to action (such as a URL). practices of good communication: • copy with impact • short/sharp bullet points.

Image and colour selection To inject further creativity into designs, a key colour from a photographic image can be drawn upon and used in a block or in typography to complement our corporate blue.

Always ensure the messages convey our tone of voice, and select dynamic imagery to create a powerful message.

Please see the image policy on page 30 and the brand palette on page 20. Graphic language Graphic language

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Information and directional signage General campus signage

Wayfinding 35. Examples of wayfinding using our main and vertical logos External campus signage 36. External signage application

The brand and visual identity Logo extends into wayfinding. For most signage applications our main logo configuration Signage schemes or large (horizontal) is preferred. format information graphics should maintain the principles To achieve standout where space of our brand language to is restricted we use our vertical reinforce a well established logo configuration (as shown). and focused presentation. We use external suppliers for All signage should be high exterior signage. Please contact quality, informative and easy Creative Services for more to understand. Ensuring print information on signage applications is clear and text legible will and drawing approvals. create maximum impact.

Colour Our corporate colour palette should be matched across the varying production processes. Welcome to City South Campus

Canteen h Lecture room g Student services h Printing g Radiography suite g Skills corridor g Students’ Union h Toilets g

Welcome to City South Campus Birmingham City University Graphic language

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Graphic language Merchandise and gifts

Merchandise 37. Examples of promotional gifts

Our range of merchandise and gifts feature the logo in the Promotional corporate colour. If the corporate colour is not feasible, use black or white. Ensure high production quality. These standards should also apply to all promotional items giveaways. Types of merchandise include: • corporate merchandise • promotional/giveaways, promoting Open Days, Students’ Union events • functional items (uniforms/vehicle livery, visitor passes). Birmingham City University

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Further information

Maintaining our brand identity The Marketing and Communications Department is the guardian of the University’s corporate identity. Approval process All collateral should be sent to the Creative Services Unit for approval in the first instance. Items for approval can be sent to [email protected] in order to initiate the approval process. Enquiries For all other queries and creative artwork requests, please email: [email protected].

Version 4.5 / June 2015