Identity Guidelines
Issue 9 April 2016 Introduction Welcoming over 1.8 million visitors 02 each year, Olympia London has played host to inspiring showcases for L’Oreal and Samsung, the UK’s largest exhibition: The Ideal Home Show, international conference MIPIM and performances from the likes of Jimi Hendrix and The Chemical Brothers. Logo Primary logo 043 Monotone 05 Exclusion Zone/ 06 Minimum Size File Formats 07 Partnerships 08 1 Logo 04 Primary Logo
Logo As with the barrel-vaulted roof of Olympia Grand, the logo is the centre piece of our identity.
Each show brings new life and new people into the building and the colour blend in the logo represents this transition and the ever changing programme of events.
The logo itself references how the venue’s iconic architecture becomes a vehicle for these unique experiences.
Where appropriate; the strapline 'Inspiring Spaces' will be added. Logo 05 Monotone
Grey White Logo 06 Exclusion Zone/Minimum Size
Exclusion Zone Minimum Size
12mm
Minimum size equivalent to “London” in the logo being 6pt Logo 07 File Formats
Marketing Materials Uniforms Including all print and digital Please see the Olympia London applications. Uniform Guidleines for full details The Fade on applying the logo to clothing. The fade in the logo must be reproduced on all outputs.
The logo is only available as an Heat-transfer Adobe Illustrator file to preserve the transparency at the bottom of the archway.
190mm(w) x 170mm(h)
Embroidery (Monotone version only)
65mm(w) x 78mm(h) Logo 08 Partnerships
E Force
Logo partner When working with partners, it is recommended that logos are in greyscale and seperated by a verticle line which measures the same height as the Olympia London logo. The logos should sit an equal distance from the vertical line which has a stroke weight of 1pt. Colour Logo Colours 109 Primary Colour Palette 11 Background Colours 12 2 Colour 10 Logo Colours
Colour Logo Blue 2
CMYK 100/0/30/0 RGB 0/171/188 Pantone 3135U / 3135C
Purple 4
CMYK 22/30/0/0 RGB 195/176/214 Pantone 2635U / 2635C
Grey 3
CMYK 6/6/0/40 RGB 155/156/166 Pantone Cool Grey 7U/ Cool Grey 7C Colour 11 Primary Colour Palette
Blue Purple Pink Green Grey
CMYK CMYK CMYK CMYK CMYK 100/50/30/35 90/90/0/40 45/100/0/40 100/20/40/40 10/10/0/80 RGB RGB RGB RGB RGB 0/79/108 41/35/105 104/1/96 0/100/107 77/77/85
#004F6C # 292369 #680160 #00646B #4D4D55
1 1 1 1 1 CMYK CMYK CMYK CMYK CMYK 100/0/30/0 80/80/0/0 10/100/0/0 100/0/50/0 8/8/0/60 RGB RGB RGB RGB RGB 0/171/188 82/79/161 215/11/140 0/169/157 117/117/127
#00ABBC #524FA1 #D70B8C #00A99D #75757F
Pantone Pantone 3135 Cool Grey 11 2 2 2 2 2 CMYK CMYK CMYK CMYK CMYK 65/0/15/0 45/55/0/0 5/80/30/0 70/0/35/0 6/6/0/40 RGB RGB RGB RGB RGB 57/194/216 147/124/185 228/90/125 46/189/182 155/156/166
#39C2D8 #937CB9 #E45A7D #2EBDB6 #9B9CA6
Pantone Cool Grey 7 3 3 3 3 3 CMYK CMYK CMYK CMYK CMYK 40/0/8/0 22/30/0/0 0/30/30/0 40/0/50/0 5/5/0/20 RGB RGB RGB RGB RGB 145/215/232 195/176/214 251/190/167 157/210/156 196/196/205
#91D7E8 #C3B0D6 #FBBEA7 #9DD29C #C4C4CD
Pantone 2635 4 4 4 4 4 Colour 12 Background Colours
Primary
Primary Background Colour Blue 2 The background colour, made 12% Tint of a 12% tint of the primary blue, is a key element of the brand’s visual language. It is used across our corporate stationery, folders and signage. Colour 13 Background Colours
Primary Secondary
CMYK CMYK CMYK CMYK Background Colours 12/0/3.6/0 9/20/0/8 1/16/6/0 20/0/10/0 Tints of the colours can be RGB RGB RGB RGB 215/238/240 197/175/202 244/209/213 192/228/224 used to create a palette of background colours.
Pink 1 Pink 3 Green 2 These are used across all our 20% Tint 20% Tint 20% Tint collateral, including illustrations, CMYK CMYK CMYK What’s On material and website. 5.4/12/0/4.8 0.6/9.6/3.6/0 12/0/6/0 RGB RGB RGB 215/201/220 248/226/227 215/238/234 Primary Colour swatches are available on request from the Olympia London marketing team. Pink 1 Pink 3 Green 2 12% Tint 12% Tint 12% Tint
CMYK CMYK CMYK 2/20/0/0 9/11/0/0 12/0/15/0 RGB RGB RGB 238/199/223 219/213/235 217/236/213
Pink 2 Purple 3 Green 4 20% Tint 20% Tint 30% Tint
CMYK CMYK CMYK 1.2/12/0/0 5.4/6.6/0/0 4.8/0/6/0 RGB RGB RGB 243/219/235 232/227/242 238/246/235
Blue 2 Pink 2 Purple 3 Green 4 12% Tint 12%Tint 12% Tint 12% Tint Typography Primary Typeface 1415 Secondary Typeface 17 O/O/O/O/L/LWeb Typeface/L/18 Text Alignment 19 Leading (Line Spacing) 20 L/l/l/l/l/Y/Y/ Y/Tracking & KerningY/22 M/M/M/M/P/P/P /P/I/I/I/I/A/A/A /A/ O/O/O/O/L/L/L/ L/l/l/l/l/Y/Y/ Y/ Y/ M/M/M/M/P/3P/P /P/I/I/I/I/A/A/A /A/ Typography 15 Primary Typeface
Primary Typeface
Primary Typeface Brown is our primary typeface and is used across all our outputs Brown for headlines and body copy. Brown’s mix of modern and classic design reflects the dynamic of our organisation and our place within our industry. Weights It has four weights that be used solely on their own or in combination to add hierarchy and contrast (no more than two Thin at a time though please). Secondary Typeface For internal Olympia London use, please view page 17 for guidance Light on our secondary typeface. Regular Brown is available to purchase for £60 from typeface foundry Lineto www.lineto.com All suppliers must purchase this Bold typeface themselves. Typography 16 Primary Typeface
Primary Typeface Brown
Glyphs ABCDEFGHIJKLMOPQRSTUVWXYZ abcdefghijklmopqrstuvwxyz 0123456789 !@™£€#%^&*•+–/= Typography 17 Secondary Typeface
Secondary Typeface
Secondary Typeface Arial is Olympia London’s secondary typeface. It is only to be used when Brown is not available, for example Arial with emails, letters, reports or online use as dynamic live text.
Weights Arial is available on all desktop computers and will be visible by everybody.
Arial should never be used for public facing printed Regular documents or adverts. Bold Typography 18 Web Typeface
Secondary Typeface
Web Typeface Brown is not available for use online so Lato is used as a replacement. Lato is only Lato to be used as live text on the Olympia London website.
Weights Regular Bold
Lato is available to download from www.latofonts.com Typography 19 Text Alignment
Left Aligned
Text Alignment Always set type Left Aligned – never Right Aligned or Centred. Our beautiful This provides a constant starting point for each line, making the text easier to read.
Remember to turn off venues connect to hyphenation in the paragraph window, and balance the ragged right hand edge to make your events create neat blocks of text. Line Length Correct line length is determined by a number of factors: typesize, document come together. size, whether the text is body copy or a headline.
Body copy, 55 – 65 characters per line is the optimum number for continuous reading. Typography 20 Leading (Line Spacing)
Leading
Leading Leading, or line spacing, is the distance between each line Our beautiful of text – measured from the baseline of a capital letter to the top of a capital letter on the line below. venues connect to Leading is set in points, and when the leading is the same point value as the typesize it make your events can be described as ‘set solid’. This is common for Olympia London titles and headlines. Body copy would be set looser, for example 12pt type on 13pt come together. leading, or 8.5pt on 9.5pt. Typography 21 Leading (Line Spacing)
40pt Typesize/40pt Leading 12pt Typesize/13pt Leading
For over 130 years we have Leading maintained the highest Examples of common typesize Our beautiful level of customer service and leading settings for titles and our numerous awards and body copy. are testament to our venues clients’ satisfaction.
30pt Typesize/30pt Leading 10pt Typesize/11pt Leading
For over 130 years we have maintained the highest Our beautiful level of customer service and our numerous awards venues connect to are testament to our make your events clients’ satisfaction. come together.
20pt Typesize/20pt Leading 8.5pt Typesize/9.5pt Leading
For over 130 years we have Our beautiful venues maintained the highest level of customer service connect to make your and our numerous awards are testament to our events come together. clients’ satisfaction. Typography 22 Tracking & Kerning (Letter Spacing)
Before letter spacing treated
Tracking & Kerning Use tracking settings to control blocks of text and Our beautiful kerning to control the awkward or uneven spaces in between letters.
Letter spacing should only venues connect be used subtly to control the shape of the words to increase legibility.
Never alter the tracking After letter spacing treated: settings within a piece of Tracking -25/Plus additional kerning text to arbitrarily fit a pre- determined space.
Standard Setting -25 is the standard setting Our beautiful for Olympia London text across all sizes. Further kerning adjustments are then made to larger venues connect typesizes such as titles. Collateral Sales Brochure 2324 Press Adverts 25 Corporate Stationery 26 Paper Stocks 27 4 Collateral 24 Sales Brochure
Sales Brochure
04 Why olympia?
06 seven spaces OUR connected
10 olympia grand
BEAUTIFUL 12 olympia national
14 olympia VENUES West
18 olympia central
CONNECT 20 olympia conference centre
22 TO MAKE pillar hall & apex room
24 YOUR contact Us EVENTS COME TOgEThER
olympia grand in the foreground; olympia West behind
LEVEL THREE OLYMPIA CONFERENCE CENTRE SEVEN SPACES CONNECTED 2,188m2 OLYMPIA LONDON COMES TOGETHER WELCOME TO TO FORM 42,910m2 OF SPACE, IN AN UNFORGETTABLE SETTING
Efficient and flexible venues with LEVEL TWO OLYMPIA CENTRAL OLYMPIA LONDON stunning architecture that can 4,215m2 be used in conjunction with each other, or independently.
LEVEL ONE OLYMPIA WEST 16,887m2 OLYMPIA CENTRAL OLYMPIA GRAND
OLYMPIA NATIONAL
TOP LEFT Entrance to Olympia National
BOTTOM LEFT Olympia National APEX ROOM connecting to Olympia Grand
TOP RIGHT Olympia Grand
BOTTOM RIGHT Looking from Olympia OLYMPIA WEST West to Olympia Grand GROUND 19,620m2
OLYMPIA GRAND PILLAR HALL
OLYMPIA NATIONAL
OLYMPIA.LONDON
07 Collateral 25 Press Adverts
Adverts
S foundations Also available in M & L A blank canvas to create your Build strong own world
Smaller than you think Our auditorium seats 250—500 people and is surrounded by customisable Spaces that grow as you grow Did you know Olympia West and Book your show round of Our seven flexible spaces range from spaces for your clients to showcase, Olympia Central offer the perfect our newest spaces today small to large, so you can grow your network and engage. setting for corporate showcases Email [email protected] show at London’s most central venue. entertaining 800 to 2,500 guests? or visit our stand Visit olympia.co.uk/confer to find out more olympia.co.uk/grow Inspiring Spaces and book a showround. Inspiring Spaces Inspiring Spaces Featured Event: Redken Symposium
Grow As You Grow Smaller Than You Think Create Your Own World Collateral 26 Corporate Stationery
Business Card Letterhead Greeting cards
Hammersmith Road Telephone Kensington +44 (0)20 7370 8009 Make yourself London W14 8UX Email [email protected] at home Website olympia.co.uk A
Jon Cefai Letter Title Collaborate Unit 205, E1 Studios Ad quost officiet apides ute dolum erferum que simint adignis sum quid 7 Whitechapel Road que dolor re, eturem sandici istemos solorepudic tem etur, quiae nosamet London E1 1DU quibus nectur suntio occus diciminusam exceribus nis molut fuga. Faceaquis unda et qui qui cus delitat enieniae sam fugitae dem natiatu Date reprore stiusci pisciisim quaecae excest molenem. Aruptas sandusam XX.XX.XX faci qui te nonserum, accum comni ant ulparunto to tem non nam, sum hitaerorro mossitate velitatiunt molor sit iumquatetus acepero di coris Reference esti corio comnimporis aut reictae dollabo. Ut explibuscid ut re nam XXXX faceptassed moluptaquam velluptatur?
Us as ditio. Nat excepra venis nossim eatur sae eum vel imil in et occus, sit fugitia eratemporum faccae invelest quid ullabor esedicae velit modi nis se et reici que moloribus ad que corion rernam eumende lendis inullore, incipsamet es maxim que sernam fuga. Cone nimusda ndandi bearuptisime mos doloratiosam apitatur aut re porro del ma essimolorae venem que perende nditibus rerum nonse. Good Luck
Plessumque aspelen imusae volum at a sitaturecust maiorit doluptio bea conse sum nos pa dolore perates ra cus non eventi reius ne omnimus quae. Itaturitae volupta venestiament faccabo. Nam erori blam eveliquam nobitae parchic temodis sapedipsamet que laborehenti ut poreperatur alitia nis sit earum iumetur re, cullaut ut rem et plabo.
Yours sincerely Name Lastname R
Olympia Limited Registered in England number: 00238811 Registered office: 15 Grosvenor St, London W1K 4QZ Olympia London Longname Lastname Hammersmith Road Position Kensington W14 8UX
Direct Line + 44 (0)20 7370 8009 Mobile +44 (0)7000 000000 Fax +44 (0)20 0000 0000 Email [email protected]
olympia.london Collateral 27 Paper Stocks
Paper Print
Uncoated options Coated option Lithographic: Digital:
Fedrigoni Splendorgel Extra White Club Silk CMYK/Special Inks CMYK
Example: Example: For consistency in colour, litho Recommend the HP Indigo digital Sales Brochure: 300gsm and Folder: 300gsm printing is our preferred printing press. When printing digital use 160gsm method. A wet proof and previous digital prepared paper stocks. samples are available on request Conqueror CX22 Recycled (No for comparison. On any print job ask for print Water mark) Diamond White ripped pdf to signoff on before For two colour jobs, always use going to print. Example: the Pantone colours specified in What’s on Leaflet: 100gsm the guidelines.
FSC
To achieve FSC creditation, the printers have to be FSC certified. The printer will advise on their FSC number and logo. This will have to be signed of by the FSC, before going to print.
The paper stocks used must be on recycled or FSC paper, ink should be vegetable inks where possible. We should be mindful of wastage and only print what is required. Photography Olympia Photography 2829 Olympia Grand 30 Olympia National 31 Olympia West 32 Olympia Central 33 Olympia Conference 34 Centre 5 Photography 29
Photo Library Olympia London has a growing library of venue photography.
The imagery is light, fresh and impactful and highlights the assets of the building: its character, natural light, scale and connectivity. Key 1 Olympia Grand Interior 7 Olympia Grand Foyer 30 Photography Library 2 Olympia Grand Exterior 8 Olympia Grand Interior 3 Olympia Grand Exterior 9 Olympia Grand Roof Detail Olympia Grand 4 Olympia Grand Exterior 10 Olympia Grand Roof Detail 5 Olympia Grand Foyer 11 Olympia Grand Gallery 6 Olympia Grand Interior
Olympia Grand
2 3
1 4 5 6
8
7 9 10 11 Key 1 Olympia National Interior 31 Photography Library 2 Olympia National Interior 3 Olympia National Exterior Olympia National 4 Olympia National Interior 5 Olympia Grand/National Link 6 Olympia National Interior
Olympia National
1 2 3
4 5 6 Key 1 Olympia West Interior 32 Photography Library 2 Olympia West Exterior 3 Olympia West Level 1 Interior Olympia West 4 Olympia West Exterior 5 Olympia West Foyer 6 Olympia West Interior 7 Olympia West Interior Olympia West
1 2 3 4
5 6 7 Key 1 Olympia Central Level 2 33 Photography Library 2 Olympia Central Level 1 3 Olympia Central Interior Olympia Central 4 Olympia Central Level 1 5 Olympia Central Exterior 6 Olympia Central Foyer 7 Olympia Central Exterior Olympia Central
1 2 3
4
5 6 7 Key 1 Olympia Conference Centre Interior 34 Photography Library 2 Olympia Conference Centre Interior 3 Olympia Conference Centre Foyer Olympia Conference Centre 4 Olympia Conference Centre with retail unit 5 Olympia Conference Centre Interior 6 Olympia Conference Centre Interior
Olympia Conference Centre
1 2 3
4 5 6 Illustrations Colours and Style 3635 Illustration Library 37
Flowers
37 F. 6 Illustration Library 36 Colours & Style
Our Story
Background Colour Pink 2 The background colour, made of 20% Tint a tint of the primary colours, is a key element of the Illustrations visual language. The tints make for a subtle backdrop for the illustrations to sit and stand out.
Illustrations The Illustrations use simple Form and shape to communicate a clear message. The colours of the illustrations compliment the background and contrast enough to stand out. Illustration Library 37
Our Story Accommodation Case Studies Recruitment
Disabled Access Exhibiting Transport Our Mission
Local Area Food & Drink - Breakfast Food & Drink - Lunch Food & Drink - Dinner
Flowers
F. Illustration Library 38
Parking Responsibility Marketing Support News & Press
Service Partners Planning Iconography 39 7 Signage Systems 40 Iconography
Male Toilets Female Toilets Disabled Toilets Baby Changing Medical Centre Cash Machine Facilities
Escalators Stairs Cloakroom Lift Goods Lift Disabled Lift
Parking Taxi Bus Rail Underground Cafe/Restaurant
Telephone Direction
See Signage Guidelines for more information Brand Conventions Branded Documents 4241 Third-Party Marketing 43 Venue Names 44 Address Format 46 8 Naming Conventions 42 Branded Documents
Branded Documents
Olympia London Marketing Support Olympia London is always written in full and is never to be written solely as ‘Olympia’. At Olympia London, the award-winning Marketing and Communications team are on hand This applies to all internal and to give you all the help you need for your event. external communications. We are passionate about what we do and always endeavour to provide the best support possible to ensure a truly successful trade show. With a wide selection of tools and services to compliment your existing WELCOME TO marketing and PR campaigns, we’ll HAND & FLOWER be there for you as much or as little OLYMPIA LONDON as you’d like. 37
We are always just a phone call away so if you have any questions please do get in touch on 020 7598 2779.
OLYMPIA.LONDON Naming Conventions 43 Third-Party Marketing
Third-Party Marketing
Olympia London Olympia London is always written in full and is never to
17—19 January 2016 be written soley as ‘Olympia’. Discover the unexpected Olympia, London Third parties must use this convention in their event marketing and HOME communication materials to Experience the new, beautifully curated world of Home at Top Drawer. ensure brand consistency and
Discover a carefully edited, global build awareness of the venue cross-section of products from the fi nest brands and designers. as a whole, individual venues Be part of the evolution of Home at London’s international event for are not to be referenced. creative retailers: Top Drawer. Example If a show is taking place in Olympia Grand the location would only be referred to as ‘Olympia London’. Specific venue names can be Unseen brands revealed used in the wayfinding of the Cutting-edge product uncovered
Nothing but inspiration 15 —17 May 2016 show - see overleaf. Olympia London Pulse is the definitive event for trend-leading REGISTER NOW giftware, modern living and retail insight pulse-london.com topdrawer.co.uk Naming Conventions 44 Venue Names
Olympia Grand Olympia National Olympia West
Venue Names As part of the new identity all Olympia venues must be referred to by their new names.
Olympia Grand Olympia National Olympia West Olympia Conference Centre Olympia Central Olympia Conference Centre Olympia Central Pillar Hall, Apex Room and Private Rooms remain the same. Naming Conventions 45 Venue Names
Olympia Grand Map Olympia National Map
Wayfinding Venue names must only be used in wayfinding materials, otherwise Olympia London should be used for all event marketing and communication materials.
Maps are available to highlight specific venues. Contact our team for a bespoke map. [email protected]
Sample Address for Olympia West Map Olympia Central Map Marketing Material Show Name Olympia London Hammersmith Road Kensington W14 8UX Address Format 46
Address Format
Address Format Olympia London Shown left is the standard Hammersmith Road format for displaying the Olympia London address Kensington W14 8UX and contact details.
Additional Information When additional contact information is being used seperate the headers from the information with a 65% tint of the colour used. For example: Additional information Mobile +44 (0)79 1234 5678 Olympia London Hammersmith Road Kensington W14 8UX
Telephone +44 (0)20 7598 2779 Email [email protected] Website olympia.london Olympia London Hammersmith Road Kensington W14 8UX
Telephone +44 (0)20 7598 2779 Email [email protected] Website olympia.london