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Brand Guidelines The Square Kilometre Array – Brand Guidelines Exploring the Universe with the world’s largest radio telescope Introduction / Brand Strategy Page 03 Brand Mark / Primary Logo Page 05 Secondary Logo Page 06 Colour usage Page 07 Typography Page 08 The Spiral Graphic Page 09 Graphs and Diagrams Page 10 Imagery Page 11 Examples of communication Page 12 SKA Strategy Page 21 Contacts Page 22 © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 02 Introduction The Square Kilometre Array Who are we? be made in 2012. The SKA is a non-profit making However the SKA has the potential to make organisation made of astronomers and engineers discoveries that we can’t even imagine today. The Square Kilometre Array (SKA) is a proposed from collaborating Universities and research radio telescope that, when built will be the largest, institutes in 20 different countries. Completion of Project values and most sensitive radio telescope in the world, the telescope is scheduled for 2024. The project is funded with public money and and will be able to scan the skies faster than any therefore fosters an open and transparent other telescope. It will be able to look back in The SKA will answer five main questions: approach to information management. Information time to explore the beginnings of the Universe [ How were the first black holes and stars formed? is made freely available on the website and and its ultimate fate. The SKA will be made up of [ How do galaxies evolve and what is dark energy? non-technical explanations are given so that thousands of radio wave receptors, linked together the project is easily understandable to non- across an area the size of an entire continent. [ Was Einstein right about gravity? astronomers. The SKA will be based in either Southern Africa or [ What forms giant magnetic fields in space? Australia – New Zealand; a decision on the site will [ Are we alone in the Universe? Brand Strategy The tone of the SKA brand should be primarily technical and professional. It should have a clean, clear, un-cluttered, business-like look whilst still conveying the exciting and inspirational nature of the project. 03 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 04 Dimensional usage Colour usage Our logo is the most important asset The logo has been designed for to our brand image. Its usage should consistent colour reproduction. be clear, concise and never cluttered The logo is best reproduced out of by surrounding imagery. industry standard Pantone Matching The logo should never be changed or System inks. altered in any form. It should not be Master Logo: full colour The primary colours are: recreated, scanned or reproduced Process Cyan unless we grant permission otherwise. C100 M0 Y0 K0, R0 G174 B239 Exclusion Zone This specifies the space around the logo that should remain free of imagery and/or typography. It is the minimum space around the logo. The Pantone Reflex Blue area can be allocated with half of the globe device taken from the logo as illustrated above. C100 M73 Y0 K2, R0 G84 B164 X use on colour block X rotate the logo X recolour the logo CMYK full colour reproduction of the Size & Scale The logo should never be reproduced smaller logo is also acceptable, colour shifts than 35mm wide for print purposes or 100 pixels wide for multimedia usage. If re-sizing in this process should be considered. SQUARE KILOMETRE ARRAY the scaling must remain proportional and equal to the original, stretching of the logo Single Colour Logo: greyscale For single colour printing refer to the is not permitted. 35mm X use against photo X change logo elements X stretch the logo logo variant. 05 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 06 Alternative logo use Foundry Monoline Bold - Used for main headings and key messages Typography ABCDEFGHIJKLMNOPQRSTUVWXYZ A second iteration of the logo exists for abcdefghijklmnopqrstuvwxyz The primary typeface for SKA printed and online materials. This should 1234567890?&$£!%/.,()@ communications is Foundry Monoline be selected for use against coloured Regular, Medium and Bold. Foundry Monoline Medium - Used for sub-headings backgrounds for example. Similar ABCDEFGHIJKLMNOPQRSTUVWXYZ We operate in the public sector exclusion zone rules apply, however abcdefghijklmnopqrstuvwxyz and so should consider accessibility please note the rules regarding size and 1234567890?&$£!%/.,()@ guidelines, minimum point size for scale for print and digital mediums. Foundry Monoline Regular - Used for body text body text should be 9pt over 12pt ABCDEFGHIJKLMNOPQRSTUVWXYZ leading whenever possible. Body text abcdefghijklmnopqrstuvwxyz should be always appear at 70% black. 1234567890?&$£!%/.,()@ Arial Bold - Used for online headline text ABCDEFGHIJKLMNOPQRSTUVWXYZ Exclusion Zone This specifies the space around the logo that should remain free X recolour the logo X stretch the logo X change gradient abcdefghijklmnopqrstuvwxyz of imagery and/or typography. It is the minimum space around the logo. The area can be allocated with half of the globe device taken 1234567890?&$£!%/.,()@ from the logo as illustrated above. Arial Regular - Used for online body text ABCDEFGHIJKLMNOPQRSTUVWXYZ SQUARE KILOMETRE ARRAY abcdefghijklmnopqrstuvwxyz WWW.SKATELESCOPE.ORG 1234567890?&$£!%/.,()@ X remove gradient X remove elements X change elements 07 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 08 x =0.79 x =0.61 The Spiral Array Graphic HI HI Graphs and Diagrams The spiral graphic device already Graphs, pie charts and diagrams created has been redesigned for our should strive to be simple, clear and latest communications. concise, the brand colours should be applied wherever possible to aid The spiral can be used, as shown here, consistency across communications. either as a front cover, powerpoint x =0.42 x =0.20 presentation or document divider HI HI We understand that due to the design addition for internal and complex nature of the subject, external materials. there may be occasions where the redrawing of diagrams will not always be possible. 20 2.14 10 0.744 0 -0.652 0 (ARCMIN) -10 -2.05 -20 -3.44 190 180 170 160 V (MHz) 09 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 10 Imagery Imagery is an important element in our communications, please ensure that specified imagery is relevant to the subject matter and content. 11 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 12 Stationery Visual identity, letterhead, compliment slip and double sided business card. Letterhead 210 x 297mm Compliment Slip 210 x 99mm Double Sided Business Card 90x55mm Johanna Bowler Applying the Brand Outreach Officer Square Kilometre Array | Program Development Office Jodrell Bank Centre for Astrophysics | 3rd Floor | Alan Turing Building Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 Oxford Rd | The University of Manchester | Manchester M13 9PL | UK Email: [email protected] | Web: www.skatelescope.org SKA Program Development Office SKA Program Development Office Jodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing Building Jodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing Building The University of Manchester | Oxford Road | Manchester M13 9PL | UK The University of Manchester | Oxford Road | Manchester M13 9PL | UK Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 | www.skatelescope.org Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 | www.skatelescope.org 13 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 14 Posters Leaflets SKA posters are an impactful way of showcasing the photography library, images This is a typical SKA leaflet treatment. Always use this system to compose a SKA should always be relevant to the subject matter of the text. Imagery should show marketing piece. The system is flexible in terms of text layout as word count can the most up to date telescope array. vary for each communication. astronomical facilities attacking these fundamental questions will be a The Goal revolutionary new radio telescope, the Square Kilometre Array (SKA). Radio astronomy’s remarkable track record of discovery The Square In the last few decades, humankind’s understanding of the Universe has demonstrates how radio telescopes can study the Universe in unique made enormous progress. Satellites in deep space have opened new ways. Radio astronomers discovered pulsars, quasars, the cosmic windows of observation and ever larger and more capable telescopes microwave background, complex molecules in interstellar space, the Kilometre Array The Square Kilometre Array have been built on the ground. However, although many questions have existence of gravitational waves and the first extra-solar planets. been answered, many more have arisen. The SKA will take several giant technological steps forward, and Exploring the Universe with the world’s Current questions include the link of gravity to the other fundamental will image vast fields of view with enormous sensitivity, observe largest radio telescope Exploring the Universe with the world’s largest radio telescope forces, the origin of the mysterious dark energy, and the role played by in several directions simultaneously and independently, and cover electromagnetic force in the formation and evolution of stars, galaxies, almost the whole accessible radio spectrum at the same time. The clusters, and large-scale structures. New instruments on the drawing SKA will be the world’s premier imaging and surveying telescope. Its board will attempt to answer these questions, and at the same time combination of unprecedented sensitivity, survey speed and size allow us to search for planets, watch stars form and piece together the will enable entirely new types of science and will present many new structure of the Milky Way Galaxy. At the centre of a new generation of opportunities for discovery.
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