Visual Identity Guidelines

Contents

1 The Schwarzman Centre for the 15 Humanities | 16 Stationery templates 2 Unique visual identity as a partner brand 17 Digital communication templates 3 Effective communications 18 Writing style guidelines 4 Using these guidelines 19 Photography 5 The Schwarzman logo 20 Ceremonial belted crest 13 Oxford and Schwarzman 21 Online brand toolkit and design support 14 Complementary colours 22 Further information The Schwarzman Centre for the Humanities | Visual Identity Guidelines

The Schwarzman Centre for the Humanities | University of Oxford

For nearly a thousand years, Oxford unprecedented scale for an academic has stood as the world’s most important institution. A crucible of cross- academic institution for study and disciplinary research, this new home understanding of the humanities. for the humanities will help us unlock new insights, engage new audiences, History, art, archaeology, language and meet new challenges. and literature, music, drama, theology, The Schwarzman Centre provides philosophy, religion—together they The Centre will also create a national a dynamic new nexus of academic, represent our shared human story, the and international focal point for heritage of our collective civilization, Humanities research and leadership, cultural, and ethical inquiry to focus our cultural DNA. The humanities as well as a platform for closer Oxford’s incredible intellectual resources shape our identity, define our history, partnership not only with other and articulate our ambitions. prominent institutions, academics, on the task of understanding and and artists, but also with our local expressing our human voice in the Yet the humanities are of limited value community, and through digital if knowledge remains sequestered extensions, the world. twenty-first century. solely for the benefit of scholars and students. A strengthened humanities The Bodleian Libraries will support program, united in a new home, learning, teaching, and research will propel teaching, research, and objectives through greatly enhanced engagement to new heights. access to Oxford’s unique collections— for the benefit of scholarship and The Schwarzman Centre will bring society. together students, faculty, and visitors in an inspirational setting for research, teaching, and public engagement on an

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Unique visual identity as a partner brand

The University of Oxford is one of the The Schwarzman Centre is a partner world’s leading academic institutions brand that must follow rules as and one of the oldest, with a unique specified in the Oxford Blue visual heritage that dates back to the 11th identity guidelines. The Schwarzman century. Today its reputation, like its Centre mark will always appear to the longevity, reflects a deep and abiding left of the Oxford logo. commitment to excellence in every area of teaching and research. This visual identity is the graphic expression of what the Schwarzman As a result of that commitment, the Centre is and what it represents. University enriches international, It plays a major role in promoting national, and regional communities a consistent and positive image of in countless ways: through the fruits the Schwarzman Centre and its of its research and the skills of its important work. alumni, through sharing academic and cultural resources, and by publishing By applying these visual identity outstanding materials in many formats guidelines, we can all make our for learning and study. communications clear, consistent, and professional. Together, we will convey and promote the academic excellence and cultural significance of the Schwarzman Centre.

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Effective communications

Our brand is who we are and what Clarity we represent, while our visual All our communications must be identity allows us to express our clear and consistent in terms of the brand and engage with a wide visual and verbal messaging they variety of audiences through effective convey. Such clarity and consistency communications. ensures instant recognition of the Schwarzman Centre. It is essential that all our communications – whether in print, online, or in any other graphic Strong visual icons such as the medium – conform to the same Schwarzman Centre logo and our visual identity. Only then can we be distinctive colour, Schwarzman purple assured of presenting a unified brand along with Oxford blue, deliver great in keeping with the international visual impact that we can enhance standing of the University. through dramatic imagery, dynamic design and powerful language. To be successful our messages must follow three key principles: Inspiration Over the centuries, the University of Oxford has achieved widespread recognition. As a partner of the University, the Schwarzman Centre must further develop and promote Oxford’s academic and cultural standing, while inspiring a new generation.

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Using these guidelines

The clear expression and instant Oxford blue Colour name Colour name recognition of the Schwarzman Centre No other university in the world is brand depends upon the consistent associated with such a well-known Oxford blue Schwarzman application of key visual elements that colour as Oxford blue: 282 (Pantone 282) Purple combine to create a unique identity. provides the official colour reference (Pantone 2593) for this distinctive dark blue. By providing examples of correct Process (CMYK) Process (CMYK) usage, this guide aims to clarify and Schwarzman purple simplify the process of selecting and To complement Oxford Blue, the C=100 C=57 positioning these key elements. Schwarzman Centre employs M=80 M=95 “Schwarzman purple,” Pantone 2593. Y=0 Y=0 Therefore, as well as enabling us to K=60 K=0 achieve a strong visual identity, these guidelines will save time and resources For clarity and consistency, the Screen (RGB) Screen (RGB) as we seek to convey essential messages for all professional about the new Centre and its programs. R=0 R=133 communications, including G=33 G=51 commercially printed materials, is B=71 B=153 The Oxford logo Athelas. For communications such The cornerstone of any visual identity as the text of letters and memos, the Screen (HEX) Screen (HEX) is its logo. The primary Oxford preferred alternative typeface is University mark is the quadrangle or the Google font family Lora. #011E41 #863399 logo. This contains the name of the University together with the belted crest device. Online branding toolki t : www.oxfordna.org/sch/toolkit

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The Schwarzman logo

At the heart of our visual identity is Main logo the Schwarzman Centre logo. It should appear on all relevant publications, whether print or electronic, from letterheads to leaflets and from online banners to bookmarks. Reverse logo As a partner brand, the Schwarzman logo (or “mark”) sits to the left of the Oxford quadrangle logo. The exclusion zone between the two marks is 0.1x. Main logo only Examples of how these logos should be used for various applications appear in the following pages.

note Greyscale logo main The minimum height for the quadrangle logo and the rectangle logo is 24mm.

Greyscale logo reverse

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The Schwarzman logo: keyline

These versions of the Schwarzman logo have been modified with the addition of a white keyline border to enhance visibility.

They have been designed for use only on dark backgrounds, including dark photographic backgrounds, as in these examples where the keyline provides greater clarity.

Keyline Schwarzman logo note Do not use these keyline Oxford logos on white or light backgrounds where standard Oxford logos must be used. Keyline logos are for use only on dark backgrounds and dark or complex picture backgrounds

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The Schwarzman logo: small

Small versions of the Schwarzman logo, in both standard and keyline versions, are also available. Schwarzman logo: small standard These small Schwarzman logos feature emboldened elements for clear reproduction at small sizes and therefore must used when space is too restricted to allow use of larger versions.

The maximum height for these small versions of the Schwarzman logo is 23mm. The minimum height for these small versions is 15mm. Schwarzman logo: small keyline note Do not use any small versions of the Schwarzman logo any higher than 23mm. The standard versions of the logo should be used for heights greater than 23mm. Small Schwarzman logos should only be used where space will not allow use of the standard logos.

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The Oxford and Schwarzman logo: colours

Wherever possible, the Oxford logo Special Pantone ink, CMYK, and must appear in the University colour: black-only artwork is available for all Oxford blue (Pantone 282 and its versions of the logos. CMYK and RGB equivalents). The Schwarzman logo must appear in University staff can download logo Schwarzman purple (Pantone 2593 and artwork files from the Downloads its CMYK and RGB equivalents.) See section of the online branding toolkit. page 4. note However, there are circumstances Do not print letterheads in colour on a laser or Oxford and Schwarzman colours where the accurate reproduction of the inkjet printer as the colour of the Oxford and logo in Oxford blue and Schwarzman Schwarzman logos will not be correct. Please purple is not possible. These include print in black using only the specific black artwork versions of the logo. print media where only black ink is available, such as press advertisements, or black and white laser printing.

In these circumstances, the use of the logos in black is permitted. However, it is important to use the special black artwork versions, as use of the colour versions could result in a half-tone grey.

Black only

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The Schwarzman logo: exclusion zone

The Schwarzman logo is protected by an invisible exclusion zone where no graphic material other than the background should appear. This is to ensure that the logo remains free from visual interference and stands out clearly.

The exclusion zone should be a minimum of 0.3x where ‘x’ is the height of the logo.

Similarly, the minimum distance from the cut or folded edge of any brochure Exclusion zone or document to which the logo is applied should also allow a minimum gap of 0.3x. More than the 0.3x zone may be needed to ensure There will be instances where the logo well-balanced design. must be positioned further than this minimum distance from format edges to ensure well-balanced design.

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The Schwarzman logo: examples

The placement of the Schwarzman Logo placement examples logo will always require judgement by the designer.

Ideally the logo should be positioned top right, or lower right, although there may be times when placement on the left is the only sensible option.

When used on a cover item, central right placement is preferred.

Central placement of the logo should generally be avoided, unless there is no other option due to the narrow width of the item being branded.

Here are some examples of recommended placement for the logo.

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The Schwarzman logo: what NOT to do

The strength of the Schwarzman logo Correct use of logo Incorrect use of logo depends on its consistent application, which means that the correct logo Here are some examples of how NOT artwork must always be used without to use the logo, featuring a variety of any modifications or additions. errors that debase our visual identity and ultimately damage our brand. You should always retain the original proportions when resizing the logo to avoid distorting the image. Do not use a colour note block behind the High-resolution colour-correct logos are main logo. available for downloading from the online branding toolkit.

Do not stretch or condense the logo out of proportion

Do not modify or create extended No Parking versions of the logo

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The Schwarzman logo: what NOT to do

Visit us online at www.oxfordna.org

Do not change the colour, tint/fade, or create outline versions of the logo. Do not use low-quality versions. Do not add text within the exclusion zone.

Do not use the keyline version on light or Do not use the non-keyline version of the brand Do not extract the words from the logo to use in white backgrounds. marks on dark backgrounds. isolation.

High-resolution, colour-correct logos are available from the online branding toolkit.

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Oxford blue and Schwarzman purple

The colour associated with the Color reproduction University is Oxford blue, and the colour associated with the Schwarzman Centre is Schwarzman Colour name Colour name purple, these colours are recognised worldwide as our identifying colours. Oxford blue Schwarzman (Pantone 282) Purple Oxford must match Pantone 282, and (Pantone 2593) Schwarzman purple must match Always specify the Pantone number or the equivalent Pantone 2593 in the official colour chart Process (CMYK) Process (CMYK) CMYK print or RGB digital (with the suffix C, U, or M depending colour breakdowns. on whether coated, uncoated, or matt C=100 C=57 M=80 M=95 coated paper stock is used for print Y=0 Y=0 items). K=60 K=0 Pantone 282 and Pantone 2593 can be specified as special inks or created Screen (RGB) Screen (RGB) from these breakdowns of the process R=0 R=133 colours (CMYK) or screen colours G=33 G=51 (RGB) as required. B=71 B=153

Oxford blue or black (where blue is Screen (HEX) Screen (HEX) not available), and Schwarzman purple are the only colours to be used for the #011E41 #863399 logo.

Online branding toolki t : www.oxfordna.org/sch/toolkit

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Complementary Colours

A wide palette of preferred colours has been selected to antone no rocess C Screen G complement Oxford blue (Pantone 282) and Schwarzman antone C G purple (Pantone 2593). This is not an exhaustive list and there antone C G may be times when another colour might be used, such as to antone C G complement a particular photo. antone C G antone C G These complementary colours can be used for a wide variety antone C G of graphic design elements including backgrounds and antone C G typography. antone C G For practical reasons, the colours in this table have been antone C G printed in CMYK (rather than Pantone specific inks) while antone C G colour breakdowns are provided for CMYK (print) and RGB antone C G (online) use. antone C G antone C G note antone C G Where you need to specify a Pantone colour for print, you must provide the antone C G appropriate suffix C, U, or M after the Pantone number, depending on whether antone C G the colour is to be printed on coated, uncoated, or matt coated paper stock. antone C G antone C G antone C G antone arm Gray C G antone arm Gray C G antone arm Gray C G The colours shown throughout this toolkit have not been evaluated by Pantone, Inc. and may not antone Gold C not alicale match the PANTONE Colour Standards. PANTONE® is the property of Pantone, Inc. antone Siler C not alicale

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Typography

Commercially printed materials Schwarzman typeface The primary typeface for commercially printed materials is Athelas Regular. This typeface has been Athelas Regular [@&£¥%1234] chosen for its clarity and readability and should be regular, regular italic, bold, bold italic used on all printed materials including leaflets and brochures. Complimentary typeface Lora Regular [@&£¥%1234] Complementary typefaces regular, regular italic, bold, bold italic To allow for a greater degree of variety across the range of Centre communications, we are using an Office typefaces alternative complementary Google typefaces — Lora. Athelas: Regular: regular italic, bold, bold italic Office typefaces Arial: regular, regular italic, bold, bold italic Arial has been selected as an alternative sans typeface for internally produced communications Lora: regular, regular italic, bold, bold italic because of its clarity and wide availability. Athelas or Arial should therefore be used for such items as Web typefaces stationery and reports. A complementary serif face, PT Sans: regular, regular italic, bold, bold italic Lora, can also be used if required.

Web typefaces The University’s central webpages, including the homepage, use PT Sans. This is suggested as a web- friendly universal typeface that complements the Schwarzman Centre typeface Athelas.

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Stationery Templates

There are established design Stationery templates and Stationery example Business card Business cards templates for the Schwarzman Centre for the Humanities stationery, including letterheads, labels, and envelopes. These templates are available to view and download from the online branding toolkit.

The Schwarzman logo is positioned to the top right of the letterhead, allowing sufficient space from the top and right-hand edges of the A4 sheet and North

l oo American paper size (8.5 x 11). A 2mm of Schwarzman Associate Vice-President University of Oxford North American Office purple anchors the bottom. The typeface for the text

elements is Athelas Regular. Direct Phone: +1 212.377.4906 500 Fifth Avenue, Fl. 32 Mobile Phone: +1 917.714.1664 , NY 10110 Email: [email protected] Main Phone: +1 212.377.4900 Web: www.oxfordna.org Fax: +1 212.889.4052 The format for business cards is landscape. A 2mm line of Schwarzman purple anchors the bottom. No logo appears on the front. On the back the logo is University of Oxford North American Office 500 Fifth Avenue, Fl. 32 centered right. New York, NY 10110

Business cards can be produced on your behalf by the Reprographics Service in Wellington Square who hold the artwork template. Visit https://estates.admin. ox.ac.uk/print-studio.

University of Oxford North American Office | 500 Fifth Avenue, Fl. 32, New York, NY 10110 | +1 212.377.4900 www.oxfordna.org

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Digital communication templates

A range of design templates for the Schwarzman Centre for the Humanities digital communications is available, including standard email and PowerPoint templates. These templates can be viewed and downloaded from www.oxfordna.org/sch/toolkit. PowerPoint Templates

The University of Oxford will create a dynamic new center of academic, cultural, and ethical inquiry to focus Oxford’s incredible intellectual resources on the task of understanding and expressing our human voice in the twenty-first century.

THREE GOALS INVENTING THE FUTURE

The Renaissance, Age of Enlightenment, We must address not only the impacts Information Age— at each of these of AI, but also the ethics of AI. The crossroads, we have been called upon to question is not whether AI will be used re-examine what it means to be human. for good or evil; we already know that it will be used for good and evil. Today, the stakes are higher than ever. Science and technology accelerate at a Pioneering computer scientist Alan Kay voracious pace. Yet, the more powerful once said that, “The best way to predict the sciences grow, the more vital the the future is to invent it.” humanities become. thics in rora oas • e wi ensure that ipacts No one is better positioned to invent the are anayed in tande with With artificial intelligence, we find future than those who call Oxford The new Centre will help Oxford: deveopent of new ourselves on the verge of a new Age of home. With deep roots in the past, no • e wi becoe a oba eader technooies and appications, The University of Oxford will unite its Enlightenment not unlike that Oxford institution is better placed than the and an effective advocate for nurturin diaoue between centuries old Humanities program in a scientists, philosophers, and poets University of Oxford to provide a the safety, fairness, and creators, reuators, and • Unlock New Insights transformative new home that will help us helped the world navigate during the bridge to the future. • e wi probe the profound appropriate overnance of users. unlock new insights, engage new audiences, and Scientific Revolution of the 17th century. ipications of and systes in a their meet new challenges, including the ethical achine earnin for our anifestations. • Engage New Audiences puzzles posed by artificial intelligence. ethica paradis and estabish new fraewors for eetin new chaenes. • Meet New Challenges

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Writing style guidelines

The University of Oxford Style Guide writing Writing guidelines guidelines provides a reference tool for University staff who need to write and format documents and is part of the University’s branding toolkit. r he 12-hou me text. T th in the sa ck uses a k – not bo 4-hour clo bers -hour cloc te; the 2 N um e 12- or 24 r and minu The Style Guide does not tell you how to write – but either th en the hou Use top betwe rs above ses a full s or numbe clock u fi gures f it does offer guidance on grammar and helps ensure b to ten; use d d for one colon o o er words ole-numb l l out wh bd d d Spel d consistency for such elements as punctuation and d o ten l ol d d o ol dnight’ o such l ’ or ‘12 mi capitalisation. umbers ( ’, ‘12 noon o b round n ead of ‘12 d very large ght’ inst l word for tc or ‘midni oo o e and a ‘m’, ‘bn’ e se ‘noon’ o of a fi gur viate it to U o l ation , or abbre d Use a combin lions etc) lo /bil o ol times iple millions o bll 24-hour as mult ‘pm’ with The Style Guide is available online as an interactive o o se ‘am’ or ol ol Do not u r, and o b he hou imes on t o o l l ‘.00’ for t PDF, where it is easy to search for information ol dditiona d don’t use a ‘pm’ nd some clock, the ‘am’ or ove ten a the 12-hour er and bd t, some ab If using the numb or tex aders e between and cross-reference various topics. It can also be paragraph ison by re se up spac fi gures in a ompar clo e a lot of llow easy c f there ar hout to a bd l I es throug d d d downloaded and printed off as required. use fi gur d o below, ol ol l d o d th’; use o d ‘ten www.ox.ac.uk/styleguide o to and including erscript l d so on up ’t use sup cond’ an bers. Don ‘fi rst’, ‘se dinal num words for arger or d l Spell out d’/ ‘th’ for l o t’/ ‘nd’/ ‘r o l ers and ‘s ool numb o fi o l od o o d l d oo o d d as se comm d o ency. U ts and curr , measuremen percentages fi gures for Always use ers e large numb punctuat l to lb d o d o o oll b 10 l o b o d rs o e | Numbe lo o Style Guid o of Oxford University

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Photography

Photographs have a vital role to play in many of the publications we produce. Oxford university images A photo can get a message across quickly and effectively, so it is important that it says what you need it to. Your choice of image in terms of its content, style, and mood depends on the impression you are trying to achieve and the message you wish to convey.

Because the Schwarzman Centre is currently in design development, you are encouraged to use photos that appear as duotones. A duotone photo conveys an idea (e.g. “music auditorium”) without an unsupportable degree of specificity. This is especially important in fundraising proposals. For other purposes, such as advertising in-person or online events, colour photos are fine.

The duotone photos are printed as CMYK images. All images are converted to greyscale and then saved as a duotone using Pantone Purple as the second colour. Before saving as a .jpg, the file should be converted to CMYK.

High-quality renderings (and eventually photographs) of the Schwarzman Centre will be available at Oxford University Images bank with new images being added on a regular basis. These photographs are available to departments and colleges for free or at heavily discounted rates for use in publications and on the web. (www.oxforduniversityimages.com).

The digital file sizes for print-based images must be much larger (300dpi) than those required for online display (72dpi). Please make sure you use the correct image resolution for effective reproduction.

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Ceremonial belted crest

The belted crest is a traditional device featuring elements from Colour variations the arms of the University including three crowns and an open book with the motto ‘Dominus illuminatio mea’ (the Lord is my light) contained within a buckled belt.

For ceremonial uses the belted crest can be used on its own. These include such items as invitation cards, certificates, place cards, and menus.

Three colours are permitted for the belted crest: Oxford blue, gold or white. The gold should ideally be a special metallic ink (Pantone 872). The four-colour breakdown for the colour gold is specified as: C=0 M=21 Y=60 K=30. Exclusion zone Example of use

A black version of the belted crest exists but should only be used when setting up a document to be printed by the University Reprographics Office, when the logo is then printed in Oxford blue or gold, or for legal agreements.

Other, limited uses of the ceremonial crest will be considered on a case-by-case basis by the Design and Publications Office.

note Careful judgement should always be used when deciding whether to use the belted crest instead of the Oxford logo. If you are in any doubt about the appropriate use of the belted crest, contact the Design and Publications Office for guidance.

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Online branding toolkit and design support

You must ensure that any design There is an online version of these Online branding toolkit project you are involved in is carried visual identity guidelines at out to a professional standard. www.oxfordna.org/sch/toolkit. That means it must be produced by experienced designers working with This is where you will find templates, industry-standard design software. logos, and typefaces as well as links to Oxford University Images, and the Oxford University departments and Style Guide. colleges can take advantage of an internal design service that produces It is the first port of call for any projects items such as brochures, leaflets, and carried out by external designers or posters as well as integrated print and anyone who produces their own print- digital campaigns. based or online communications.

Contact the Development Office for more information. There are also several US-based designers who are familiar with the Schwarzman brand and who have successfully delivered on-brand projects in the past. If you would like referrals, please contact the North American Office ([email protected]).

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Further information

These visual identity guidelines have University of Oxford been produced by the University of North American Office Oxford North American Office, 500 Fifth Avenue, 32nd Floor May 2020. New York, NY 10110 [email protected] Please contact the Development team or call +1(212)377-4900 for any additional information.

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Feedback

We hope these guidelines demonstrate how the visual identity elements can work together, in fresh and interesting ways, to create materials that reflect the Schwarzman partner brand.

Your feedback on how useful these guidelines have been would be most welcome.

Please email your comments to [email protected] or send this page to the Design and Publications Office.

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