BRANDGUIDELINES FEBRUA RY 2016
OUR BRAND CONTENTS 02Introduction 03 2. Our identity 13 1. Our brand Proposition 04 Overview 14 3. Applications 58 Vision Values 05 Our logos 15 Powerpoint template 65 Boilerplates 06 Logos 07 Logo exclusion zone and 16 Brochures 66Tone of voice 08 minimum size 19 Exhibition stands 68 Stationery 69 10 Logo do’s 20 Lanyard 71 Logo don’ts 22 Merchandise 72 Logo positioning 23 Logo lock-ups 24 4. Contacts 76 Primary elements 26 Colour palette 27 Typeface 28 Typography usage 29 Elements 32 Photography 33 Photography treatment 37 Typography treatment 38 Infographics 39 Line device 40 Sub-brands 41 Sub-brand logo 42 Hierachy 43 Sub-brand – Public Engagement 44 Sub-brand – ACSC 47 Sub-brand – Conference Centre 52 Sub-brand pattern 55 Sub-brand application 56
INTRODUCTION 03The Wellcome Genome Campus is a placewhere world renowned scientists and scientificinstitutions are united in the common pursuitof life-changing science.As the Campus continues to grow and evolve, it’simportant that we’re aligned behind a sharedvision and having an engaging and well-definedWellcome Genome Campus brand helps usachieve this.Our brand has been designed to capture ourshared vision of delivering life-changing scienceand to represent our collective endeavours.This document aims to ensure everyoneresponsible for using the brand understandsit thoroughly and can use it effectively.
OUR BRAND 04 1
OUR BRAND PROPOSITION 05This is our purpose. It’s why we are LIFE-CHANGING SCIENCEhere and why we do what we do. It is apurpose shared by all the institutes who We believe that to seek and find solutions to humanity’s greatestare part of Wellcome Genome Campus. challenges demands a bold and imaginative approach.It represents our past, present and futureand informs and inspires everything We bring together a diverse and exceptional scientific community whowe do. will rise to those challenges, in a culture and environment that fosters creativity and rewards bold, ambitious thinking. As a community we are committed to delivering science with the reach, scale and imagination to deliver significant scientific and technical advances and incisive breakthroughs. This is a place where a collaborative spirit of creativity connects to a collective commitment to progressing vital life-changing science for the benefit of the world.
OUR BRAND VISION 06While our purpose explains what we are As a global hub of knowledge,here for, our vision explains our ambitions innovation and research ourfor the future. This text aims to help others vision is to drive, catalyseunderstand why we are here. and lead the advance of life-changing science for the benefit of the world.
OUR BRAND VALUE S 07Our values underpin everything we do, AMBITIOUS DEDICATEDinfluence every decision we make and willultimately enable us to achieve our goals. We are audacious and bold. We take on the biggest We are passionate and committed. We won’t stopThese values should inform, inspire and challenges and seek answers to the most difficult until we get the job done. We are united in ourinfluence your communications materials. questions. We are undaunted by uncertainty. We are goals and tenacious in our approach to pursuing clear in our opinions and are confident to speak out. the biggest challenges in science today. This means: This means: — W e look to tackle the biggest scientific challenges — We are clear in our aims and intents. facing humankind. — We take pride in our rigour and diligence. — We approach our work wholeheartedly for the — We make tough decisions and take smart risks. — W e ask hard questions and bring contentious issues greater good. to the fore. C OLL ABOR ATIVE C R E AT I V E We are open and inclusive. We work together, We dare to think about and do things differently. blurring disciplinary boundaries to share knowledge We value new ideas and new approaches. We are and ideas and to inspire and encourage. Our constantly pushing the boundaries of the ultimate strength is in each other; interacting, sharing, creative discipline. connecting and co-creating to achieve things greater than we ever could alone. This means: This means: — We challenge conventions and look at things differently. — We create working environments that enable and inspire — W e share our problems and challenges to get to the answers more quickly. new ways of working. — We look for answers outside our community and beyond — W e partner with specialists from many disciplines, throughout the world. our Campus walls. — We involve the wider public in our work.
OUR BRAND BOILER PLATE S 08Our boilerplates allow us to succinctly MAIN BOILERPLATE EMAIL FOOTER TEXT THIRD-PERSON VERSIONsum up the Wellcome Genome Campus.There are a number of different versions The Wellcome Genome Campus is [Name] The Wellcome Genome Campus isreflecting differing needs whether that be home to some of the world’s foremost [Job title] home to some of the world’s foremostspace available or legal requirements. institutes and organisations in genomics Wellcome Genome Campus institutes and organisations in genomics and computational biology. Hinxton, and computational biology. Cambridge, CB10 1Sa, CB10 1RQ, We bring together a diverse and exceptional CB10 1SD or the relevant postcode for the It brings together a diverse and exceptional scientific community in a culture and relevant building, UK scientific community in a culture and environment that fosters creativity and T +44 (0)122 349 [extension] environment that fosters creativity and rewards bold, ambitious thinking. F +44 (0)122 349 [extension] rewards bold, ambitious thinking. E [name]@wellcomegenomecampus.org We are committed to delivering www.wellcomegenomecampus.org The Wellcome Genome Campus is life-changing science with the reach, committed to delivering life-changing scale and imagination to solve some The Wellcome Genome Campus is home to science with the reach, scale and of humanity’s greatest challenges. some of the world’s foremost institutes and imagination to solve some of humanity’s organisations in genomics and computational greatest challenges. (First choice – use where possible. biology. We bring together a diverse and NB legal text will also usually be needed exceptional scientific community in a culture (For use by other organisations in their on publications. If space requires, it can and environment that fosters creativity and publications, when listing details of several be run together as one paragraph.) rewards bold, ambitious thinking. We are organisations, and at the ends of press committed to delivering life-changing releases.) SHORT VERSION science with the reach, scale and imagination to solve some of humanity’s greatest (Needs to appear on all publications; The Wellcome Genome Campus is home to challenges. second sentence can be cut if space is tight. some of the world’s foremost institutes and Also recommended for email signatures.) organisations in genomics and computational biology, committed to delivering life- changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges. (For when space is tight or less detail is appropriate.) For the versions in the first person (“We” etc.), if it’s not obvious from the context that “we” means the Campus, then you can either add a subheading to the top – Wellcome Genome Campus – or change the opening from “We are” to “Wellcome Genome Campus is” - leave any following “we”s as they are.
OUR BRAND BOILER PLATE S 09Boilerplates also need to be included WELLCOME GENOME CAMPUS WELLCOME GENOMEfor the Wellcome Trust and can help RELATIONSHIP TEXT SEGUEING CAMPUS RELATIONSHIPwith explaining the relationship between INTO MAIN WELLCOME TRUST TEXT AND WELLCOME TRUSTthe organisations. BOI L E R P L AT E LEGA L DETAIL S The Wellcome Genome Campus is home The Wellcome Genome Campus is supported to some of the world’s foremost genomic by the Wellcome Trust. The Wellcome Trust institutes and organisations, committed to is a charity registered in England and Wales, delivering life-changing science with the No. 210183. Its sole trustee is The Wellcome reach, scale and imagination to solve some Trust Limited, a company registered in of humanity’s greatest challenges. England and Wales, no. 2711000 (whose registered office is at 215 Euston Road, The Wellcome Genome Campus is part London NW1 2BE, UK). of the Wellcome Trust, a global charitable foundation dedicated to improving health (When space or context make the previous by supporting bright minds in science, the version inappropriate; final sentence can be humanities and social sciences, and public cut if space is very tight.) engagement. SHORT VERSION The Wellcome Genome Campus is home to some of the world’s foremost genomic institutes and organisations, committed to delivering life-changing science with the reach, scale and imagination to solve some of humanity’s greatest challenges. The Wellcome Genome Campus is part of the Wellcome Trust, a global charitable foundation dedicated to improving health.
OUR BRAND 010TONE OFVOICE
OUR BRAND TONE OF VOICE 11 The way we speak and write is a crucial part of expressing our brand. Our tone of voice is inspired by our vision of life-changing science. It is guided by our values, that in turn informs our character and personality. Life-changing science is a bold, positive and exciting idea and we should try to reflect it in every piece of communication and writing we create.
OUR BRAND TONE OF VOICE 012 WE ARE COLLABORATIVE WE ARE DEDICATED The Campus exists as the sum of its significant As a global hub of knowledge and expertise, parts. What makes us unique and effective our purpose is to deliver life-changing are the different institutes, organisations and science that will one day change billions individuals that come together and collaborate of lives. Therefore we should always be to achieve more than we each could alone. straightforward and direct with our language Therefore when we speak and write about and use words and phrases that evoke the Campus, we should consider how we’re optimism and confidence. We should never representing everyone who’s here. And as we sound boastful or resort to hyperbole. move forward, our work will likely involve a much broader audience, beyond the scientific WE ARE CREATIVE community, therefore the way we communicate Science and genomics is the ultimate creative needs to be grounded, inclusive and easy discipline, which has the potential to change to understand. the world for the better. We’re not afraid to try something new and be a little creative WE ARE AMBITIOUS in our approach. We need never underplay Wellcome Genome Campus exists to this and should ensure it’s reflected in the achieve life-changing science for the good language we use. We should never be too of everyone on the planet. That is quite an dry or uninspiring. enormous ambition, so our language should always reflect not just our positivity, but also our certainty about reaching that lofty goal.
OUR IDENTITY 13As a place of shared vision and endeavour, our 2Campus brand identity has been created toexpress our strong collective commitment andthe idea that as a connected scientific communitywe can achieve our goal of life-changing science.This idea influences all our core brand elements,inspiring everything from the design of our logo,our choice of colours, our photographic stylingand the words we choose.Applying this consistent design framework willhelp to unify all our Campus communicationsand build a strong, recognisable brand.
OUR IDENTITY OVERVIEW 14Our identity comprises of several corebrand elements. This page shows theseelements individually, however togetherthese elements create coherence and willhelp to build a recognisable brand.Our core brand elements include:— Logo— Colour palette— Typeface— Photography— Graphic Patterns Light Light Italic Medium Medium Italic Bold Bold Italic
OUR IDENTITY 15OUR LOGOS
OUR IDENTITY LOGO 16Taking inspiration from visualisations WGC_LOGO_LANDSCAPEof genomic data, our logo has beendesigned to represent the idea ofcollaboration and collective endeavour.Our logo comprises graphic shapes andcolours which represent the individualinstitutions and entities on campus.These colours and shapes combine tocreate the ‘G’ of the word Genome.The logo represents the role of theCampus in uniting people to sharespaces, knowledge and our vision.
OUR IDENTITY LOGO 17A strapline has been created to help WGC_LOGO_LANDSCAPE_STRAPLINEcommunicate our purpose.Our strapline can be used as part of ourlogo. It can also be used on its own as aheading or as a sign-off line at the end ofbody copy (see page 67 for examples).
OUR IDENTITY LOGO 18 1. WGC_LOGO_LANDSCAPEMaster artwork has been created for 2. WGC_LOGO_PORTRAIT6 versions of our logo, to accommodate 3. WGC_LOGO_LANDSCAPE_GREYSCALE 4. WGC_LOGO_LANDSCAPE_STRAPLINEa variety of space and print considerations. 6. WGC_LOGO_LANDSCAPE_WHITE_MINIMUM 5. WGC_LOGO_LANDSCAPE_WHITE1.This is the landscape version, with ourprimary logo which should be usedwhenever possible.2.The portrait version is designed for use innarrow formats.3.The mono version must be used whereverfull colour print is not available.4.This version incorporates our strapline.5.This version of the logo uses whiteopacities and can be used on blockcoloured backgrounds.6.This white version of the logo is for useat small scale and can be used on blockcoloured backgrounds.Please contact Susan Quick(Campus Projects Manager)for master logo files.
OUR IDENTITY LOGO EXCLUSION ZONE AND MINIMUM SIZES 19We have created an exclusion zonein order to preserve the authority andlegibility of the Wellcome GenomeCampus logo, which should neverappear crowded by other elements.See the diagram on the right forguidance on minimum spacing.Please note the minimum size for thelogo with strapline is 40mm for legibilitypurposes. Should this logo need to besmaller than 40mm, then the straplineis removed and either the landscape orportrait version of the logo shouldbe used. 25mm for print 25mm for print 15mm for print 40mm for print 130 pixels for digital 130 pixels for digital 85 pixels for digital 200 pixels for digital
OUR IDENTITY LOGO DO’S 20 1. WGC_LOGO_G 2.Our identity has been designed to beflexible and adaptable. The two parts of 3. WGC_LOGO_LANDSCAPE_WHITEour master logo (graphic and type) can 70% TINT COLOURED BACKGROUNDbe separated and used as individual WGC_LOGO_LANDSCAPEelements but we recommend you stick tothe suggestions below.1. You can play with the scale ofthe elements.2. The graphic element may be cropped.3. Our logo may be used on a white orlight grey background. When placing thelogo on a coloured background, 70%tints of our colour pallete can be used.When placing the logo on a solid blackbackground, the WGC_LOGO_LANDSCAPE_WHITE logo should be used, as well as theWGC_LOGO_LANDSCAPE_WHITE_MINIMUMwhen using the logo at it’s minimum size.
OUR IDENTITY LOGO DO’S 21 4. VARIATIONS OF WGC_G_ROTATION_014. The logo can be animated for digital use.5. For digital applications where space islimited on the web, the icon of the logocan be used on its own (e.g for socialmedia profile pictures like twitter). 5.
OUR IDENTITY LOGO DON’TS 2. 22 1. 5. 3.Although our logo has been designedto be flexible, there are a few things to 4. 6.avoid in order to protect the integrity ofour brand.1.Don’t alter the colours in the logo.2.Don’t change the colour of the type.This must always be black or white.3.Don’t alter the alignment or tracking ofthe type.4.Don’t flip the logo graphic.5.Don’t place the logo over a backgroundthat will impair its legibility.6.Don’t place the logo directly onto a 100%coloured background. Please see page20 to find out how to use our logo oncoloured backgrounds.
OUR IDENTITY LOGO POSITIONING 23The default positioning for all versions ofthe logo is top left. However, to enabledesign flexibility, the required logo maybe positioned in any of the four corners,always bearing in mind both the pagemargins and the logo exclusion zone.Where required, on business cards forexample, the logo may also be centred.
OUR IDENTITY LOGO LOCK-UPS 24The relationship between Wellcome Campus institute lock-ups Wellcome Trust lock-upsGenome Campus, its institutes and This format should be used for lock-ups wheneversupporting partners should be illustrated Wellcome Genome Campus takes precedence.using logo lock-ups. These must followa standard format, but have the flexibilityto give due precedence dependent uponthe application. WGC_BASE_OF_LOCK-UP_SANGER WGC_BASE_OF_LOCK-UP_EMBL-EBI WGC_SUPPORTED_BY_LOCK-UP_ WELLCOME -TRUSTThese formats can be used wheneverinstitutes or partners take precedence. WGC_BASED_AT_LOCK-UP_SANGER WGC_BASED_AT_LOCK-UP_EMBL-EBI WGC_SUPPORTERS_OF_LOCK-UP_ WELLCOME -TRUST
OUR IDENTITY LOGO LOCK-UPS 25When appropriate a lock-up may WGC_LOGO_ALL_PARTNERSinvolve multiple institutions, partnersand supporters. On these occasions theinstitutes of greater influence should begiven more prominence by being shownlarger and higher than the other logos.
OUR IDENTITY 26PRIMARYELEMENTS
OUR IDENTITY COLOUR PALET TE 27Our vibrant, varied colour palette features PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONEcolours that are strong on their own, but 226C 2395C 711C 198C 158C 1797C 390C YELLOWwhich also work well together; enabling C0 C 26 C0 C0 C0 C2 C 27 C0us to evoke the spirit of both individuality M 100 M 90 M 97 M 82 M 62 M 97 M0 M0as well as collaboration. Y2 Y0 Y 75 Y 37 Y 95 Y 85 Y 100 Y 100 K0 K0 K0 K0 K0 K7 K3 K0Colour specifications have been given for R 208 R 200 R 203 R 223 R 232 R 203 R 181 R 250CMYK, RGB and websafe colours. G0 G0 G 44 G 70 G 119 G 51 G 189 G 225 B 111 B 161 B 48 B 97 B 34 B 59 B0 B0Our primary colours are shown on the Hex D0006F Hex CB2C30 Hex E87722 Hex B5BD00left hand side of each circle, while on Hex C800A1 Hex DF4661 Hex CB333B Hex FAE100the right, we have selected a secondary PANTONEcomplimentary colour. 362C PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE C 78 368C 3262C 320C 3295C 5405C 639C 631CAlso in our primary palette are black and M0 C 65 C 76 C 96 C 100 C 68 C 99 C 74white. Should it be required, tints of black Y 100 M0 M0 M0 M5 M 35 M1 M0can also be used. K2 Y 100 Y 38 Y 31 Y 65 Y 17 Y5 Y 13 R 80 K0 K0 K2 K 26 K 40 K5 K0When choosing colours avoid using G 158 R 120 R0 R0 R0 R 79 R0 R 62too many different colours and tones B 47 G 190 G 191 G 156 G 120 G 117 G 149 G 177within the same design. We recommend Hex 509E2F B 32 B 179 B 166 B 100 B 139 B 200 B 200choosing one to four primary colours Hex 00BFB3 Hex 007864 Hex 00A5D9with their supporting secondary colours, PANTONE Hex 78BE20 Hex 009CA6 Hex 4F758B Hex 3EB1C8although this will entirely depend on 285Cthe individual needs of the piece of C 90 PANTONE PANTONE PANTONE PANTONE Pantone PANTONE Pantonecommunication. M 48 7461C 2748C 293C 2592C 267C 234C 242C Y0 C 98 C 100 C 100 C 58 C 82 C 18 C 32When working specifically within a K0 M 24 M 95 M 69 M 90 M 97 M 100 M 100sub-brand please see pages 46, 51 and R0 Y1 Y2 Y0 Y0 Y0 Y6 Y 1154 to find out how to use colour for a G 114 K3 K 10 K4 K0 K0 K 18 K 41sub-brand. B 206 R0 R0 R0 R 155 R 95 R 162 R 128 Hex 007DC3 G 125 G 24 G 61 G 38 G 37 G0 G 34 B 186 B 113 B 165 B 182 B 159 B 103 B 95 BLACK Hex 001871 Hex 9B26B6 Hex Hex A20067 C0 Hex 007DBA Hex 003DA5 Hex 80225F M0 Y0 WHITE K 100 R0 C0 G0 M0 B0 Y0 Hex 000000 K0 R 255 G 255 B 255 Hex FFFFFF
OUR IDENTITY T Y PE FAC E 28FUTURA BT Futura BT ArialFutura BT is the typeface used for allWellcome Genome Campus materials Light Regularwhen produced by design team. This Light Italic Italicwill help keep our communications clear Book Boldand consistent. The typeface can be Book Italic Bold Italicpurchased from www.myfonts.com Medium Medium ItalicFutura BT is also a web safe font but Bolda web licence must be purchased. Bold ItalicARIALArial is our typeface for internalcommunications. It is a standard systemfont and so is available to all. Thistypeface should only be used when it isnot possible to use Futura.
OUR IDENTITY TYPEFACE – USAGE 29FUTURA BT Futura BT ArialFutura BT is the typeface used for allWellcome Genome Campus materials HEADING HEADINGwhen produced by design team. Thiswill help keep our communications clear Headings are in caps set in Futura BT Bold, with the When Arial is used for internal communications,and consistent. The typeface can be tracking spaced at 100. the headings are also in caps and wherepurchased from www.myfonts.com possible, set with tracking spaced to 100. BodyFutura BT is also a web safe font but Bodya web licence must be purchased. Body copy uses other weights of Futura BT, which are Medium, Book as well as Bold, whilst being set with Body copy for internal communications usesARIAL tracking of 30. Arial Regular when the use of Futura BT is notArial is our typeface for internal available. Arial regular is set with tracking of 30communications. It is a standard system Statistics where possible.font and so is available to all. Thistypeface should only be used when it is Any additional copy such as statistics, data and Statisticsnot possible to use Futura. quotes can be set in Futura BT Book Italic, set with tracking of 75. Any additional copy such as statistics, data and quotes can be set in Arial Regular Italic, set with tracking of 75.
OUR IDENTITY TYPOGRAPHY USAGE 30On the following few pages, we’ve Futura BT Bold 1 CHANGING THEprovided examples on content hierarchy. All Caps SHAPE OF SCIENCE Tracking: 100Care should be taken to ensure legibility, Leading 35/40 2 Introduction copy Ro volorro 4 Paragraph heading Futura BT Boldparticularly on dark backgrounds. More body copy aliquia ium faccusd aestis Sentence case Futura BT Bold exerita samet volor autem. Tracking: 301. Headings Sentence case ipit et qui qui berspedit faccus etur. Natenim Leading 10/13These should be created using Futura BT Tracking: 20 Aqui od mod mod ulpariore qui quam fuga. Unt, qui ut et assus, serumBold, set in all caps with tracking set at Leading 12/15 il ma sim aperferiam, odita ut labo. Itatiur itatur sitis ius dolore quis100. Ideally, these should comprise no naturiam, sus, sequi non pore. eat reperfe ribusam ut veliquo quiatur autmore than 12 words. Futura BT Book Sentence case 3 Body copy. Deprorio expelib erepele ntorum eatiorio2. Hillore mendi aceptatiis dolo.Example shown, text is set at 35pt with Tracking: 3040pt leading. Leading 10/13 going veliquidigni que sed ut peruptur. I for Sunt pre neceatem ea cuptat destota simmer samendi aceptatiis doloris utectur yabba hit usandio idebit et re est molesed2. Introduction copy da dolupis maximpore si voluptium is labo. itibusapeoing precti intur suntem quae volutUse Futura BT Bold and text size should Magnitatibus es estiaer naturgo. Bus renisqu quos quates is dolorescit officiis sam acimi,be slightly bigger than the body copy. nemodia quiatum inctatur olore quis eat Lendandi ut et autem quunt. Offic tentem qui.Conserum fugiania quos verfero id ut am quat. Os debit maximilis es auditaquisExample shown, text is set at 12pt with pa dis nemquaeris molorestia aceped. exereperovit adicilis andiscipicid quisquost15pt leading. ariberibus aut eum voluptam or omtorrow3. Body copyUse Futura BT Book. If words or phasesneed highlighting within the body copy,the Futura BT Book Italic.Example shown, text is set at 10pt with13pt leading.4. Paragraph headingsUse Futura BT Bold and should be thesame size as the body copy.Example shown, text is set at 10pt with13pt leading.
OUR IDENTITY TYPOGRAPHY USAGE 315. Captions and credits 6Use Futura BT Medium for captions. Forcredits, use Futura BT Light Italic. This will “R O VO LO R R Ohelp differentiate between the two whentogether. EXERITA SAMETExample shown, both caption and credit IMAGE HERE TOLOR AUTE MFQUItext are both set at 7pt with 9pt leading. OD NATURI AM6. Pull out statements/quotesUse Futura BT Bold with characters to be ESTE SUSBEA RITIUset in all caps with tracking of 100. Captions text nem fuga yluptam eaquam res dolorem SCI ODIT SUS”Example shown, text is set at 16pt with 5 perum inctur, ut quos intur, omnim corehen iscitatene.20pt leading. Credits ipsunt, corehen iscitatene quunt intionecto7. Alternative pull outsWhen giving visual prominence to key 7 LIFE-CHANGINGstatements, consider staggering the type GENOMICas shown, to evoke the feel of the logo.Again use Futura BT Bold with characters DEVELOPMENTSto be set in all caps with tracking of 100.Example shown, text is set at 37pt with43pt leading.8. FootnotesShould be positioned at the bottom of thepage. Recommended size to use is 6pt, inFutura BT Light.Example shown, text is set at 6pt with8pt leading. 8 Footnotes: 1. N em fuga luptam eaquam res doloremperum inctur, ut quos intur, omnim ipsunt, corehen iscitatene quunt. 2. Gusesti off bicte officature derum volor sernatium veribusciis acesequam, inissit aut mo ea culla.
OUR IDENTITY ELEMENTS 32The design of our core branding is rootedin the iconography of genome mapping.To reinforce this idea, we have createda series of brand patterns that areinfluenced by the appearance of genomicdata. These feature crystal structures,DNA and genomic maps respectively.They are all available for you to useeither as a graphic pattern or to interactwith imagery and photography andtypography.By overlaying these brand patterns andcreating an interaction between themand the imagery/typography, it helps toillustrate the idea of science touching andchanging people’s lives.Keep in mind that the brand patterns areintended to link ideas and should alwaystie into the subject at hand.Please see page 37 and 38 to see howthese brand patterns can be used tointeract with other brand elements.
OUR IDENTITY PHOTOGRAPHY STYLING – ARCHITECTURAL/TECHINICAL 33Examples of imagery for guidance on photographic styling
OUR IDENTITY PHOTOGRAPHY STYLING – EDITORIAL 34Examples of imagery for guidance on photographic styling
OUR IDENTITY PHOTOGRAPHY STYLING – CUT OUT 35Examples of imagery for guidance on photographic styling
OUR IDENTITY PHOTOGR APH Y 2 36 1 3Photography can bring your design to lifeand create context for your subject. 4Three types of imagery can be used as Captions text nem fuga yluptam eaquam res doloremappropriate: perum inctur, ut quos intur, omnim corehen iscitatene.1. Cut-out monochrome photographs.2. C lose-up images that create an abstract feel.3. Coloured cut out photography4. F ull bleed photographs in colour and monochrome.Care should also be taken to ensure thatany photographic imagery used is:— N atural and un-staged, particularly where people are featured.— Relevant to the content and application.— Helpful in telling the story of the Campus, where appropriate.— Ensure all photography is of good quality and well-lit.— Ensure photography is well cropped.— 300dpi for print or 72dpi for digital applications.Please contact Susan Quick, CampusProject Manager for details of availablephotographic assets – [email protected]
OUR IDENTITY PHOTOGR APHY TREATMENT 37The brand patterns may be overlaidon monochrome photography only,to help communicate the conceptof life-changing science.Where the outline of the pattern interactswith relevant parts of a photograph,it should reveal the original colouredphotograph, or a treated monochromeimage (duotone imagery for example).
OUR IDENTITY T YPOGR APH Y TRE ATMENT 38The brand patterns may also interact withheadings in order to reinforce the idea oflife-changing science.Where the outline of the pattern overlaysa heading, it will change the type to acontrasting colour from the brand palette,and the texture or shading of the patternwill remain visible, as shown.This technique should not be overusedand should be reserved for showcasepieces of communication such as frontcovers of brochures, wall graphics etc.Design discretion must be taken to ensurethat legibility is not sacrificed.
OUR IDENTITY INFOGRAPHICS 39Data and infographics play an CANADA EUROPE RUSSIAimportant part in our identity. Genomicdata visualisations should be used as Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit ametinspiration when creating infographics. consecteur adipiscing elit qulsque consecteur adipiscing elit qulsque consecteur adipiscing elit qulsque NORTH AMERICA 5% 15% 10% 10% 27% NORTH AMERICA ASIA 33% UNITED STATES AFRICA ASIA AUSTRALIA Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque consecteur adipiscing elit qulsque consecteur adipiscing elit qulsque consecteur adipiscing elit qulsque SOUTH AMERICA Lorem ipsum dolor sit amet consecteur adipiscing elit qulsque 66% 75% 90% 110 75 55 31 10 75 27 Year 1 19 60 5 55 Year 2 Year 3
OUR IDENTITY LINE DEVICE 40When appropriate a line device can be 1. 2.used. Examples include: AS A HUB OF SCIENCE, PROJECT COST1. BUSINESS, EDUCATIONALAbove large statements. AND CULTUR AL ACTIVITIES, Turner and Townsend were instructed to revisit the Gleeds benchmarking report (Appendix 2) proposes a OUR CAMPUS VISION IS TO project construction cost plan and Gleeds were construction value of £9,186m which equates to £2891/2. TRANSLATE OUR GENOMIC commissioned to complete a peer review of the cost sq m. The Turner and Townsend scheme’s finalUnder titles within brochures and leaflets. AND GENETIC SCIENCE plan. Turner and Townsends revised cost plan came in construction value of £9,256m in the table above INTO TRANSFORMATIONAL at a revised figure equates to £2913/sq m. Both construction values3. H E A LT H C A R E B E N E F IT S. of £16.7m and the Gleeds report challenged some benchmark towards the upper quartile of theWithin tables. THIS IS A PLACE OF assumptions and highlighted variations between their benchmarking samples. Gleeds report concludes overall LIFE-CHANGING SCIENCE. cost report and that of Turner and Townsends. The that benchmarking in the upper quartile is acceptable.4. Gleeds report provided a robust basis for exploring We want to make sure we are able to provide a goodFooter and to separate information. opportunities for realistic reductions in cost and as a offering and standard of accommodation that is result savings of £1.4m have been identified from the consistent with other accommodation on site. External5. revised Turner and Townsend scheme. Elements of the third-parties will expect a good standard ofBullet point styling. scheme where savings were identified included accommodation and it will be important for our future reducing the extent of the photovoltaic panel area, market position to have good quality accommodation landscaping, internal finishes, fees, reducing the GRL to offer. However, value engineering exercises will Capital Projects costs and re-considering the MEP continue to be undertaken on the site work packages strategy. to clarify if further budget reductions can be made. Overall the team is confident that the cost estimate for The cost reports and the revised project budget the Innovation Centre building is favourable. proposed have been reviewed by the Wellcome Trust finance team. As a result of these discussions the project budget has reduced to £15.3m compared to the in- principle approval of £16.6m as a maximum for the project previously granted at the Board’s meeting in April. The cost breakdown for the construction of the project and the comparison between the Turner and Townsend (T&T) and Gleeds figures are in the table below: 3. 5. — A ndi officius estorer itiunt hitae YEARS 1 2 3 4 5 6 7 8 volles etur? Imolupicipsa net que 2015/16 2016/17 2017/18 2018/19 2019/20 2020/21 2021/22 2022/23 volore accum, simil minveli tation poritiamus ex et andiametur ad. TOTAL NEW 25 50 85 117 150 177 200 222 — S equi viderum apitatecea HEADCOUNT quatemos aut vendis ut essi omnimin nus aut pel et quis nis OCCUPANCY RATE 10% 20% 35% 48% 61% 72% 82% 91% dolorro debit. — It quibusdae elitia volupis excerum adiam, que ea vera cum dite laut id quam fugias aut qui cuptaqui doluptassit harum. 4. 40 Wellcome Genome Campus | Biodata Innovation Centre (BIC) | 14 October 2014
OUR IDENTITY 41S UB - BR AND S
OUR IDENTITY SUB-BRAND LOGO 42This logo is used when working with WGC_LOGO_CCPEmedia which needs to portray allsub-brands. 40mm for print 470 pixels for digital
OUR IDENTITY HIERARCHY 43Within Wellcome Genome Campus’brand sits the sub-brands which areshown within this brand hierarchy.
OUR IDENTITY SUB-BRAND LOGOS – PUBLIC ENGAGEMENT 44
OUR IDENTITY SUB-BRAND LOGOS – PUBLIC ENGAGEMENT 45Each Campus sub-brand has a variety WGC_SUB_BRAND_PE_LOGO_LANDSCAPE_OPT1of logos available to suit the differentrequirements and formats of yourcommunications. WGC_SUB_BRAND_PE_LOGO_LANDSCAPE_OPT2 WGC_SUB_BRAND_PE_LOGO_LANDSCAPE_STRAPLINE WGC_SUB_BRAND_PE_LOGO_PORT
OUR IDENTITY SUB-BRAND COLOUR PALETTE – PUBLIC ENGAGEMENT 46The sub-brand colour palette for Wellcome PANTONEGenome Campus Public Engagement uses 3295Cthe range of greens, yellows and blues from C 100the Campus palette. M5 Y 65The primary colour to be used with this K 26sub-brand is Pantone 3295C which is R0used within the logo. There is also a G 120set of supporting colours which can be B 100used throughout all Public Engagement Hex 007864communications.Highlight colours have been included in thepalette (Pantone Yellow and Pantone 631C)which should be used sparingly. PANTONE PANTONE PANTONE 362C 3262C 5405C C 78 C 76 C 68 M0 M0 M 35 Y 100 Y 38 Y 17 K2 K0 K 40 R 80 R0 R 79 G 158 G 191 G 117 B 47 B 179 B 139 Hex 509E2F Hex 00BFB3 Hex 4F758B PANTONE PANTONE PANTONE 390C YELLOW 631C C 27 C0 C 74 M0 M0 M0 Y 100 Y 100 Y 13 K3 K0 K0 R 181 R 250 R 62 G 189 G 225 G 177 B0 B0 B 200 Hex B5BD00 Hex FAE100 Hex 3EB1C8
OUR IDENTITY SUB-BRAND LOGOS – ADVANCED COURSES AND SCIENTIFIC CONFERENCES 47
OUR IDENTITY SUB-BRAND LOGOS – ADVANCED COURSES AND SCIENTIFIC CONFERENCES 48Each Campus sub-brand has a variety WGC_SUB_BRAND_ACSC_LOGO_OPT2 WGC_SUB_BRAND_ACSC_LOGO_LANDSCAPE_STRAPLINE_OPT1of logos available to suit the differentrequirements and formats of yourcommunications. WGC_SUB_BRAND_ACSC_LOGO_LANDSCAPE_OPT2 WGC_SUB_BRAND_ACSC_LOGO_LANDSCAPE_STRAPLINE_OPT2 WGC_SUB_BRAND_ACSC_LOGO_PORT
OUR IDENTITY SUB-BRAND LOGOS – SCIENTIFIC CONFERENCES 49Each Campus sub-brand has a variety WGC_SUB_BRAND_SC_LOGO_LANDSCAPE_OPT1of logos available to suit the differentrequirements and formats of yourcommunications. WGC_SUB_BRAND_SC_LOGO_LANDSCAPE_OPT2 WGC_SUB_BRAND_SC_LOGO_LANDSCAPE_STRAPLINE WGC_SUB_BRAND_SC_LOGO_PORT
OUR IDENTITY SUB-BRAND LOGOS – ADVANCED COURSES 50Each Campus sub-brand has a variety WGC_SUB_BRAND_AC_LOGO_LANDSCAPE_OPT1of logos available to suit the differentrequirements and formats of your WGC_SUB_BRAND_AC_LOGO_LANDSCAPE_OPT2communications. WGC_SUB_BRAND_AC_LOGO_LANDSCAPE_STRAPLINE WGC_SUB_BRAND_AC_LOGO_PORT
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