Brand Guidelines

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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

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

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.

The SKA will take several giant technological steps forward, and will image vast fields of view with enormous sensitivity, observe in several directions simultaneously and independently, and cover almost the whole accessible radio spectrum at the same time.

The Square Kilometre Array The Telescope The Science f Extreme tests of general relativity with pulsars and black holes The Technology Timeline MID Exploring the Universe with the world’s largest radio telescope For almost ninety years, Einstein’s Theory of General Relativity has precisely predicted the outcome of every The many dishes and aperture arrays of the SKA will link together FREQUENCY The SKA will be a highly flexible instrument Radio astronomyto provide has produceda collecting some area of of the around greatest one insightssquare kilometre.of the 20th The century. CentralAPERTURE to these discoveries have been Construction of the first elements of the SKA is expected to experiment made to test it. Most of these tests, including the most stringent ones, have been carried out ARRAYS DISHES designed to address a wide range of using radio astronomical measurements. By using pulsars as cosmic gravitational wave detectors, or timing innovationsSKA in technology will be 50 timespushing more the sensitiveobservational than frontiers any other of radio sensitivity telescope and spatial, temporal and spectral resolution. One start in 2016, with completion of the array by 2024. Making full fundamental questions in astrophysics, pulsars found orbiting black holes, astronomers will be able to examine the limits of General Relativity such as such innovationand will - radio survey interferometry the sky at least - was 10 awarded000 times a Nobelfaster Prize than for the Physics. best The SKA will carry on this tradition of innovation use of the SKA’s architecture as an interferometer, first science fundamental physics, cosmology, particle the behaviour of space and time in regions of extremely curved space. Then we will know, with high precision, by combiningcurrent-day fundamental telescopes. developments The SKA in radio will befrequency an aperture technology, synthesis information technology and high-performance computing. is expected to commence in 2019. astrophysics and astrobiology. It will be whether Einstein was right in his description of space, time and gravity, or if new physics is needed. The SKA demandsinstrument. new approachesSignals from in separated radio telescope antennas design. will The be combinedpath to the SKA involves producing inexpensive, reliable Two potential sites in Australia - New Zealand and Southern able to probe previously unexplored parts antennas employingmathematically commodity via fast technologies data links andto a incorporating central supercomputer, programmable signal processing engines, or even general purpose Africa, are in contention. The final selection will be made in 2012 of the distant Universe. A number of key providing an angular resolution equivalent to that of a telescope f Galaxy evolution, cosmology and dark energy computers, within the instrument’s signal path. Pushing the instrument in the direction of aLOW software telescope allows designers and based on radio quietness, ionospheric and tropospheric science projects have been selected: to take advantagewith a diameter of Moore’s of lawmore for than digital 3000 hardware km. - processing power doubles everyFREQUENCY 18 months. characteristics and infrastructure development costs. APERTURE The distribution of galaxies in our neighbourhood has been mapped in detail, but we lack such measurements The scale ofIn theorder SKA to makes achieve it challengingboth high brightness - even with sensitivity the expertise and ofhigh a multi-national collaborationARRAYS - to translate this sweeping towards the edge of the known Universe. Applying the vast sensitivity of the SKA to the 21-cm hydrogen line, we scientific resolutionconcept into images the world’s of the foremost radio sky, radio the elementsastronomical of the facility. SKA willNew technologies, manufacturing processes, and progress 5KM will detect a billion galaxies, out to distances of tens of billions of parsec (or redshifts exceeding z=1). The resulting Australia in fundamentalbe distributed engineering in science, three groups are all withinrequired. a central These breakthroughscore. Groups can only happen with the collaboration of industrial map of the large-scale structure will reveal the processes by which galaxies formed and grew. Imaging redshifted partners offeringof receiving expertise elements in fields will alsosuch beas positionedinformation along and communicationspiral arms technology, high performance computing, and mass hydrogen emission will provide an unprecedented three-dimensional picture of the cosmic web. We can follow the The scale of the SKA makes it challenging - even with productionextending techniques. up to 3000 km from the central core. The core antennas high quality images. The signals from the receiving elements will be evolution of the first ripples of structure seen in the cosmic microwave background into individual galaxies and DARK ENERGY ………………………………………………………………… 73% will act as a radio wide-angle lens that can monitor the sky transported back to a central processing engine where the data will the expertise of a multi-national collaboration - to COLD DARK MATTER ……………………………………………………… 23% clusters allowing us to measure the effects of the mysterious “dark energy” that is pushing the Universe apart. …………………………………………………………… constantly while more conventional radio dishes operate as a translate this sweeping scientific concept into the NORMAL MATTER 04% be manipulated to form images and time series, and to combat the radio camera (comparable to an optical CCD camera) to provide effects of radio frequency interference (RFI) signals. world’s foremost radio astronomical facility. f Probing the Dark Ages - the first black holes and stars www.skatelescope.org The final frontier in cosmology is to fill in the gap between 300 000 years after the Big Bang when the Universe became transparent, and a billion years later, where young galaxies are seen. While new infrared telescopes should Precursors, Pathfinders & Design Studies see the very first stars, the state of the Universe before the birth of those stars is only detectable through the The key feature of the SKA - its enormous collecting area - can only be realised by moving away from traditional telescope radio emission from extremely red-shifted hydrogen. We expect to observe the primordial distribution of gas, and South Africa designs and by constructing efficient, broadband, low-cost antennas capable of simultaneous multiple fields of view. This goes watch it collapse to form these first stars. The SKA will give us the opportunity to observe the dawn of the Universe hand-in-hand with the development of low-cost, low-noise radio-frequency amplifiers and highly-integrated receivers. and see how it gradually lit up as stars and galaxies formed and evolved into the place we live.

[ Several innovative approaches are f The Cradle of life - searching for life and planets being investigated to find the optimum Life on other worlds? This is a fundamental issue for astronomy and biology and an important question for humanity. enabling technology solutions for the The SKA will have a resolution of 1/10 of the Earth-Sun separation at 300 light-years distance, and should detect science goals. Wide ranging approaches emission from the centimetre sized “pebbles” thought to be the first step in assembling Earth-like planets. are being tested on scientifically Observing the process of planet building will tell us how these other worlds are formed. Biomolecules tracing the interesting scales in many parts of existence of life may be detected. The SKA will be sensitive enough to search for the first time for “interstellar TV” - the world: in Australia with ASKAP, in Examples of poster shown Flexible design to enable the detection of such extraterrestrial signals would forever change the perception of humanity in the Universe. South Africa with MeerKAT, in the US with the TDP and in Europe with the The scale of the SKA makes it exploration of the unknown f The origin and evolution of cosmic magnetism AAVP. The collective knowledge gained from SKA Precursors, Pathfinders and challenging - even with the expertise A1 Landscape (left) and A3 While this is truly exciting and Electromagnetism is one of the best understood physical forces. It is therefore surprising that we still Design Studies is being channelled into transformational science, history has of a multi-national collaboration - to cannot answer basic questions about the origin and evolution of cosmic magnetic fields. Yet it is clear that the final SKA design, in order to take shown that many of the greatest historical magnetic fields are an important component of interstellar and intergalactic space. A polarised radio wave full advantage of globally developed translate this sweeping scientific discoveries have happened unexpectedly. Portrait (above) propagating through a magnetised region undergoes a systematic distortion known as “Faraday rotation.” innovative technology. The unique sensitivity and versatility of the concept into the world’s foremost radio By mapping the faint indications of this effect toward very distant galaxies, the SKA will be able to make SKA will make it a discovery machine. We j Image credits: Spektrum, detailed studies of magnetism in any intervening object. This new approach will reveal what cosmic magnets astronomical facility. should be prepared for the possibilities. Emde Grafik, J. Anderson (MPIfR) look like, how they formed, and what role they have played in the evolving Universe.

Produced by the SKA Program Development Office - Revised March 2011

Credit: Swinburne, NRAO, STSci, POSS-II, HST, MERLIN, W. Reich, MPIfR, M.Kramer, WMAP, NASA, Kassim, NRL

15 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 16 Corporate Brochure Pop-up Banners This is a typical SKA brochure SKA Pop-up banners are a good treatment. This example shown is way of showcasing the photography in landscape format, however, the library, the banners can be used system is flexible in terms of format. either to advertise specific areas of SKA or as a general communications tool for events.

The Square Kilometre Array THE SQUARE KILOMETRE ARRAY Exploring the Universe with the world’s largest radio telescope 05

Exploring the Universe with the Exploring the Universe with the world’s largest radio telescope world’s largest radio telescope The SKA Program The SKA will take several The scale of the SKA makes The collaboration is led by an international steering committee and a jointly funded SKA giant technological steps it challenging - even with the Program Development Office. forward, and will image vast TIMELINE expertise of a multi-national – 2024 ﬁelds of view with enormous collaboration - to translate this FULL OPERATION – 2019 sensitivity, observe in several sweeping scientiﬁc concept FIRST ASTRONOMICAL OBSERVATIONS The SKA will: directions simultaneously and into the world’s foremost radio – 2016 [ Be the largest radio telescope in the world. INITIAL CONSTRUCTION [ Revolutionise our understanding of the Universe and the laws of fundamental physics. independently. astronomical facility. – 2013-15 [ Have 50 times the sensitivity and 100 times the survey speed of current imaging instruments. DETAILED DESIGN AND PRODUCTION ENGINEERING [ Extend to at least 3000 km from the central core region. www.skatelescope.org www.skatelescope.org – 2012-13 [ Have half the total collecting area of each antenna type concentrated in three central cores SITE SELECTION FUNDING APPROVAL FOR INITIAL (10% SKA) each 5 km in diameter. CONSTRUCTION. ESTABLISH SKA ORGANISATION [ Have life span of at least 50 years. – 2008-12 [ Be continuously upgradable as computing power increases. The SKA Program is a collaboration between institutions in 20 countries SYSTEM DESIGN AND COSTING [ Be built in a radio-quiet location for uninterrupted observations. including Australia, Brazil, Canada, China, France, Germany, India, Italy, – 2006 [ Use new antenna technology, signal transport, signal processing and computing. SHORTLISTING OF SUITABLE SITES [ Have a target construction budget of ¤1.5 billion for the frequency range from 70 MHz to 10 GHz. Japan, Korea, The Netherlands, New Zealand, Poland, Portugal, Russia, – 1991 SKA CONCEPT As the SKA will be an aperture synthesis instrument, exciting science will be achievable before the South Africa, Spain, Sweden, United Kingdom and the United States. full array is complete and initial science results are expected by about 2019. The full collecting area at frequencies below about 10 GHz will be operational in 2024.

17 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 18 Exhibition Stand Powerpoint presentations An exhibition stand is used by SKA staff as part of presentation to the wider Presentation slides consist of cover, introduction and text heavy frames, please community at events and engagements. This can be one of the most powerful use Arial regular and Arial bold 80% black. Images can be incorporated into inside communication tools when used correctly. and separating slides.

Example shown: 3x3 Pop-up stand with case wrap (below). The stand should always feature

the spiral graphic device, but images are The scale of the SKA makes interchangeable. Images should always be it challenging - even with the expertise of a multi-national relevant to the subject matter of the text. collaboration - to translate this sweeping scientific concept into the world’s foremost radio astronomical facility.

www.skatelescope.org Internal Headline Here Presentation HeadlineSubheader Here position here Cuperfece patimium henessenti Paredetrum praedetis cam nos contessimis etasen Catiu virtusc Ifecon auteriam Subheader 00.00.11 ortem quam nos conir que inum recibus horumasen patatqu. • idenius praederum merium contelase peciendiem parbent estanes • quemurarei iam sus publicere praium quamesam novisque inam • vitius esul taristis horem altasen motersan follesan estanes temorio • idenius praederum merium contela peciendiem parbent atresan • quemurarei iam sus publicere praium quam novisque inam The Square Kilometre Array • vitius esul taristis horem altasen motersan follesan estanes temorio Exploring the Universe with the world’s largest radio telescope www.skatelescope.org

Exploring the Universe with the world’s largest radio telescope

Johanna Bowler Outreach Officer Square Kilometre Array Program Development Office Jodrell Bank Centre for Astrophysics 3rd Floor, Alan Turing Building Oxford Rd, The University of Manchester Manchester M13 9PL, UK Tel: +44 (0) 161 275 4130 Fax: +44 (0) 161 275 4049 Email: [email protected] Web: www.skatelescope.org

21 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 22 SKA PROGRAM DEVELOPMENT OFFICE Jodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing Building The University of Manchester | Oxford Road | Manchester M13 9PL | UK T +44 (0)161 275 4130 | F +44 (0)161 275 4049 | www.skatelescope.org