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VISUAL IDENTITY GUIDELINES CONTENTS 1 The Schwarzman Centre for the 15 Typography Humanities | University of Oxford 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 blue and Schwarzman purple 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 1 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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. 2 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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, IMPACT 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. 3 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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: Pantone 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 TYPEFACES guidelines will save time and resources For clarity and consistency, the Screen (RGB) Screen (RGB) as we seek to convey essential messages typeface 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 Arial 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 4 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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 black 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 5 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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 6 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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. 7 The Schwarzman Centre for the Humanities | Visual Identity Guidelines 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
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