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NML Brand Guidelines National Museums Liverpool Brand Guidelines Contents Visual identity elements 3 Lady Lever Art Gallery 26 National Conservation Centre 44 Walker Art Gallery 62 Colour palette 4 Logo overview 27 Logo overview 45 Logo overview 63 Typeface: Soho Gothic 5 Logo colours 28 Logo colours 46 Logo colours 64 Typeface: Soho 6 National Museums Liverpool National Museums Liverpool National Museums Liverpool Type usage 7 endorsement logo 29 endorsement logo 47 endorsement logo 65 Logo relationship and positioning 30 Logo relationship and positioning 48 Logo relationship and positioning 66 National Museums Liverpool 8 Integrated lock-up 31 Integrated lock-up 49 Integrated lock-up 67 Logo overview 9 Full colour logos 10 Merseyside Maritime Museum 32 Sudley House 50 World Museum Liverpool 68 Greyscale logo 11 Logo overview 33 Logo overview 51 Logo overview 69 Single colour logo 12 Logo colours 34 Logo colours 52 Logo colours 70 Black logo 13 National Museums Liverpool National Museums Liverpool National Museums Liverpool White logo 14 endorsement logo 35 endorsement logo 53 endorsement logo 71 Favicon 15 Logo relationship and positioning 36 Logo relationship and positioning 54 Logo relationship and positioning 72 Business card 16 Integrated lock-up 37 Integrated lock-up 55 Integrated lock-up 73 Letterhead 17 Applications 18 Museum of Liverpool 38 UK Border Agency Logo overview 39 National Museum 56 International Slavery Museum 20 Logo colours 40 Logo overview 57 Logo overview 21 National Museums Liverpool Logo colours 58 Logo colours 22 endorsement logo 41 National Museums Liverpool National Museums Liverpool Logo relationship and positioning 42 endorsement logo 59 endorsement logo 23 Integrated lock-up 43 Logo relationship and positioning 60 Logo relationship and positioning 24 Integrated lock-up 61 Integrated lock-up 25 2 National Museums Liverpool Brand guidelines – June 2010 Visual identity elements 3 National Museums Liverpool Brand guidelines – June 2010 Visual identity elements National Museums Liverpool International Slavery Turquoise Museum Lime Colour palette Pantone 3135 C100 M0 Y20 K0 Pantone 398 R0 G115 B195 C14 M5 Y100 K29 R194 G182 B0 Lady Lever Art Gallery Merseyside Maritime Light Blue Museum Dark Blue Pantone 7454 C62 M23 Y4 K11 Pantone 3025 R128 G162 B100 C100 M27 Y10 K56 R0 G87 B130 The colour palette comprises eight colours in addition to black and white. Turquoise is the colour used for Museum of Liverpool National Conservation applications relating to National Museums Pink Centre Red Liverpool as a whole. In addition, each Pantone Process Magenta individual venue within National Museums C0 M100 Y0 K0 Pantone 192 R226 G1 B123 C0 M96 Y60 K0 Liverpool has been assigned a colour. R226 G1 B61 Sudley House UK Border Agency Purple National Museum Grey Pantone 249 C44 M95 Y7 K32 Pantone Warm Grey 8 R132 G2 B102 C17 M25 Y25 K49 R170 G160 B150 Walker Art Gallery World Museum Dark Red Green Pantone 187 Pantone 370 C8 M100 Y79 K28 C66 M1 Y100 K25 R193 G2 B45 R106 G148 B24 Black White C0 M0 Y0 K100 C0 M0 Y0 K0 R0 G0 B0 R255 G255 B255 4 National Museums Liverpool Brand guidelines – June 2010 Visual identity elements Typeface: Soho Gothic The National Museums Liverpool typeface Soho Gothic Thin Soho Gothic Thin Italic is called ‘Soho’. It should be used in all ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ applications for National Museums Liverpool abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz and all of its venues. 1234567890 1234567890 Soho is available in two different versions: Soho Gothic Light Soho Gothic Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Soho Gothic is a sans serif typeface, Soho is abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz its serif companion which is shown on the 1234567890 1234567890 following page. Both styles are available in many different weights and versions that Soho Gothic Regular Soho Gothic Italic allow for variety and flexibility in designs ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ across applications and venues. abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Gothic Medium Soho Gothic Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Gothic Bold Soho Gothic Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Gothic Ultra Soho Gothic Ultra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 5 National Museums Liverpool Brand guidelines – June 2010 Visual identity elements Typeface: Soho Soho is the serif version of Soho Gothic Soho Thin Soho Thin Italic (shown on the previous page). Both styles ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ are available in many different weights and abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz versions that allow for variety and flexibility 1234567890 1234567890 in design. Soho Light Soho Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ Both typefaces should be used in all abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz applications for National Museums Liverpool 1234567890 1234567890 and all of its venues. Soho Regular Soho Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Medium Soho Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Bold Soho Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Heavy Soho Heavy Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 Soho Ultra Soho Ultra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 1234567890 6 National Museums Liverpool Brand guidelines – June 2010 Visual identity elements Type usage Heading Heading Headings All styles of Soho and Soho Gothic can be used in headings. Several weights can be used within one application. There isn’t Heading a preferred weight or style. The size of headings is flexible. Flexible headings Subheadings and body copy For body copy and subheadings within body copy the weights Light and Bold should be used. Soho Gothic is the primary font for use in body copy and subheading. The Subheading Gothic Subheading Serif serif version Soho may be used in addition. Soho Gothic Bold Soho Bold Example paragraphs of body copy in both versions are shown to the right. Body copy Gothic Body copy Serif Minimum type size Soho Gothic Light Soho Light The minimum type size for all type is 9pt. Subheading in Soho Gothic Subheading in Soho Body copy set in Soho Gothic. Body copy set in Soho. Consectetuer Consectetuer adipiscing elit. Morbi adipiscing elit. Morbi commodo, ipsum commodo, ipsum sed pharetra gravida, sed pharetra gravida, orci magna orci magna rhoncus neque, id pulvinar rhoncus neque, id pulvinar odio lorem odio lorem non turpis. Nullam sit amet non turpis. Nullam sit amet enim. enim. Suspendisse id velit vitae ligula Suspendisse id velit vitae ligula volutpat volutpat. Sed quis velit. Nulla facilisi. Nulla Sed quis velit. Nulla facilisi. Nulla libero. libero. Vivamus pharetra posuere sapien. Vivamus pharetra posuere sapien. Nam consectetuer. Sed aliquam, nunc Nam consectetuer. Sed aliquam, nunc eget euismod ullamcorper, lectus nunc eget euismod ullamcorper, lectus nunc ullamcorper orc fermentum. ullamcorper orci fermentum. Example of body copy and subheading in Soho Gothic Example of body copy and subheading in Soho 7 National Museums Liverpool Brand guidelines – June 2010 National Museums Liverpool If you have any queries regarding these guidelines, please contact the Marketing and Communications team: 0151 478 4616 8 National Museums Liverpool Brand guidelines – June 2010 National Museums Liverpool Logo overview The National Museums Liverpool logo Whenever possible the National Museums Exclusion zone represents a ribbon that forms the letter ‘L’. Liverpool logo should be reproduced in x It has been specially drawn and should not be full colour. Different versions for specific altered or recreated in any way. Artwork files applications have been created for those in a number of different formats are available instances where full colour reproduction from the National Museums Liverpool is not possible or practical. x Marketing and Communications team. Full colour Whenever possible the logo should be x National Museums Liverpool produced in full colour. Turquoise Pantone 3135 Greyscale x x C100 M0 Y20 K0 R0 G148 B179 The greyscale logo should be used when x printing in black and white. 6x Single colour x corresponds to 1/6 the width of the logo SIngle colour logos should be used when printing in special colours using the Pantone colour system. Black A black version of the logo is available for exceptional applications such as fax templates or screenprinting. White A white version of the logo is available for use on dark backgrounds. 9 National Museums Liverpool Brand guidelines – June 2010 National Museums Liverpool Full colour logo NML_Turquoise_CMYK Full colour logo NML_Turquoise_RGB The National Museums Liverpool logo For print should be used in full colour
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