Bucks New University

Official Websites

• https://www.bucks.ac.uk

Brand Guidelines

2019

Categories

Brand Imagery

• Photos that fit in well with current trends, particularly in social media.
• Guidelines for photography: • ‘hero’ photos that sum up Bucks New University • avoid use of stock shots • reportage style • natural shots • normal students/people • avoid cliches.

Color Palette

• This palette is in addition to the regular Bucks logo colours.
• CO M78 Y36 KO C45 M4 Y4 KO C67 M73 Y4 KO Pantone 709c Pantone 2905c Pantone 7669c R241 G96 B120 R132 G203 B231 R109 G92 B162 Hex #f16078 Hex #84cbe7 Hex #6d5ca2 C61 MO Y100 KO C80 M73 Y40 K27 C22 M19 Y23 K8 Pantone 360c Pantone 5265c Pantone Warm Grey 3c R111 G190 B68 R64 G68 B96 R185 G181 B175 Hex #6fbe44 Hex #404460 Hex #6965af
• Our colours are confident, because we are here to create confidence in the students who trust us with their futures.
• bucks C14 M91 Y81 K3 C1OO MO YO KO C8O MlOO YO K1O CO MO YO K7O CO MO YO K5O Pantone 485C Process Cyan Process 268C Cool Grey lOC Cool Grey SC R255 GO BO RO G153 B255 R102 GO B102 R102 G102 B102 R153 G153 B153 Hex #CC333 Hex #OO99FF Hex #663399 Hex #333333 Hex #666666
• X Do not alter the values of the tones.
• )( Do not reorder the colours within the roundel.
• )( Do not use the colour logo on a dark background.
• )( Do not use the colour roundel with a mono logotype.
• X Do not reverse the logo out of light colours or complex images.

Typography

• These are chosen to be retro and contemporary.
• Bebas Neue is preferred for headings.
• Abril FatFace can also be used for headings.
• Museo Slab 700 is preferred for subheadings.
• Museo Sans 300 is preferred for main body text.
• Helvetica Neue regular can also be used for body text.
• Thirsty Soft Regular or Thirsty Soft Medium is used sparingly.
• For corporate documents (letters, body text of reports, minutes, presentations and general correspondence), users should use Arial.
• Every newspaper and magazine uses a limited number of typefaces (fonts) in a restricted number of sizes and styles. Here at Bucks our marketing materials will always follow the Brand Guidelines.
• Additional font styles may be used occasionally for specific purposes, at the discretion of the Marketing & Student Recruitment Directorate. For letters, documents such as reports, minutes, faxes and memos, spreadsheets and presentations, use Arial as the default font.
• For more information please go to bucks.ac.uk/branding.
• Point size: The standard size for internal use is 10 point. Documents should be produced in larger print sizes or alternative formats if requested.
• When preparing support material for students with accessibility issues (for example dyslexia) here are some points that you should bear in mind: • text should be left aligned • use Arial at 12 point or greater, wherever possible • keep a clear uncluttered layout • ensure words are not split between lines • avoid large blocks of capital letters • avoid italics • avoid underlining words • keep the use of punctuation such as commas, semi-colons and full stops to a minimum • try to avoid placing text over a busy image or texture • ensure good contrast between the text and background • maintain adequate spacing.
• Headings should be in bold, never underlined. Underlined headings look like hyperlinks to web pages.
• Avoid putting words in upper case - it appears as if you are shouting at your readers and interrupts the flow of words.

Logo Usage

• This is the preferred version of our logo which should be used unless there is a particular reason to use one of the options shown opposite.
• For the purposes of marketing, signage and decoration, the roundel will sometimes be used separately from, or without, the logotype.
• This is only to be done with the express permission of the Brand and Design Manager.
• At all sizes there should ideally be an exclusion zone determined by the height of the ‘s’ from bucks.
• The minimum size for print reproduction should be 40mm in width (not including the exclusion zone). Some exceptions may apply, for example when used in sub-branding or signage. For online applications the logo should appear no less than 145 pixels wide where possible (including the exclusion zone).
• You may need to reproduce the logo in mono. This is perfectly acceptable when no other option is available. In certain circumstances, it may also be acceptable in order to achieve creative effect. Here is our preferred mono logo and two options for solid applications (black or white).
• Rules have a purpose. Not every environment is appropriate for our logo.
• Please do not upset the logo by asking it to do anything that might besmirch or corrupt it! In certain circumstances the roundel may be used on its own but only with the permission of the Brand and Design Manager.
• Please avoid adding text or other elements within the centre of the roundel except under certain circumstances, (for example when it is used as a graphic device).
• The following are examples of incorrect use of the logo. Please note, this is not an exhaustive list.
• Please do not reorder the elements of the logo.
• Do not use the colour logo on a dark background.
• Do not use the colour roundel with a mono logotype.
• Do not reverse the logo out of light colours or complex images.
• Never re-type the text in another font.
• Do not adjust the distance between elements.
• Do not alter the values of the tones.
• Do not reorder the colours within the roundel.
• Our colours are confident, because we are here to create confidence in the students who trust us with their futures.

Tone And Messaging

• Think about who you are writing for. Most of our writing style guidelines will apply to the majority of audiences, but you may need to change the tone for different audiences and in different circumstances, for instance if you are writing a formal letter or academic paper.
• If you’re writing for an external audience avoid jargon, acronyms and hyperbole.
• For an internal audience terms specific to the higher education sector, such as REF or HEFCE, are hard to avoid, but should be written in full in the first instance.
• Use non-discriminatory language and write in a non-gender specific manner.
• Avoid terms which imply gender stereotyping in work, eg cleaning lady, best man for the job. Use Chair, not Chairman, Chairwoman or Chairperson.
• Please make sure that written text is inclusive of all races and creeds.
• Avoid outdated terms that stereotype or stigmatise. If you need to refer to disability, try to structure sentences in a positive way.

Visual Style

• The strong slogan and eye-catching rainbow design makes the concept easily recognisable, and ensures that it keeps its integrity when used in both print and digital formats.
• Student-facing printed materials reflect the new creative approach.
• Photos that fit in well with current trends, particularly in social media.
• Guidelines for photography: • ‘hero’ photos that sum up Bucks New University • avoid use of stock shots • reportage style • natural shots • normal students/people • avoid cliches.
• Used in literature and digital channels.
• Simple shapes
• This palette is in addition to the regular Bucks logo colours.
• At all sizes there should ideally be an exclusion zone determined by the height of the ‘s’ from bucks.
• The minimum size for print reproduction should be 40mm in width (not including the exclusion zone). Some exceptions may apply, for example when used in sub-branding or signage. For online applications the logo should appear no less than 145 pixels wide where possible (including the exclusion zone).
• You may need to reproduce the logo in mono. This is perfectly acceptable when no other option is available. In certain circumstances, it may also be acceptable in order to achieve creative effect. Here is our preferred mono logo and two options for solid applications (black or white).
• Rules have a purpose. Not every environment is appropriate for our logo.
• Please do not upset the logo by asking it to do anything that might besmirch or corrupt it! In certain circumstances the roundel may be used on its own but only with the permission of the Brand and Design Manager.
• Please avoid adding text or other elements within the centre of the roundel except under certain circumstances, (for example when it is used as a graphic device).
• Please do not reorder the elements of the logo.
• Do not use the colour logo on a dark background.
• Do not use the colour roundel with a mono logotype.
• Do not reverse the logo out of light colours or complex images.
• Never re-type the text in another font.
• Do not adjust the distance between elements.
• Do not alter the values of the tones.
• Do not reorder the colours within the roundel.
• Our colours are confident, because we are here to create confidence in the students who trust us with their futures.

Layout And Composition

• The overall background is plain white, emphasizing the logo. The composition is balanced, with the colorful emblem on the left and textual elements aligned horizontally on the right, invoking a modern and professional aesthetic appropriate for a university branding. There are no other decorative elements or additional text present, and the layout is simple and clean.
• The image should feature a triangular banner with a dark bluish-gray color occupying the upper left corner and extending diagonally to the lower right corner, creating a split between a dark and light background. Inside this banner, the text ‘2019 campaign’ should be prominently displayed in bold, white font. The remaining area of the image is mostly white with minimal additional elements, possibly including a small, partial shape or logo at the bottom right corner, which is mostly obscured in the provided description.
• The image contains a vibrant, colorful background with a geometric pattern composed of various interconnected triangles in shades of purple, pink, blue, and some gradient effects. Overlaid on this background, in large, bold, white capital letters, are the words ‘BUILD A BRIGHTER FUTURE.’ The text is centrally aligned and covers most of the image, with each word stacked vertically. The font is thick and sans-serif, designed to be highly visible and impactful.
• The image should feature a professional and vibrant design to reflect a modern educational prospectus cover. It should include a partially visible smiling young woman with light skin, brown or red hair styled neatly, and a warm expression, occupying the right side of the image. The background on the left should contain a geometric pattern made up of various shades of blue, green, and white polygons that create a dynamic, abstract effect. In the upper left corner, include a logo with the text ‘TEF Silver’ and ‘Teaching Excellence Framework’ adjacent to it. Prominently display the phrase ‘BUILD A BRIGHTER FUTURE’ in uppercase, bright blue text. The main focus should be on the word ‘Prospectus’ written large across the center, with ‘2020’ underneath in smaller blue text. The lower right corner should feature the ‘bucks new university’ logo—comprising a circular icon with a stylized ‘b’ and the text beneath, all in white. The overall image should convey a sense of optimism, professionalism, and modernity suitable for an academic prospectus.

House Style

• accommodation
• advice (noun), to advise (verb)
• adviser (not advisor)
• affect (make a difference to)
• ageing (not aging)
• A-level
• all right (your answers are all right)
• alright (are you alright?)
• alumni (plural)
• alumnus/alumna (singular)
• alumnae (plural female)
• amend, amendment
• among, not amongst
• analyse
• AS-level
• audio-visual
• autumn, spring, summer, winter
• Abbreviations ext, fax, tel
• Accents Only use accents on foreign words, and don’t do so if the word has been anglicised, eg cafe, fiance. Exceptions Précis, exposé (to distinguish from expose) To insert accents in Word documents go to the Insert menu and choose Symbol.
• Acronyms and abbreviations Peppering your documents with capitals and abbreviations can be confusing to your readers. Don’t assume everyone knows what the initials stand for – unless the organisation concerned is commonly referred to in its abbreviated form, for example BBC, RAC. Write out the full name the first time you use it, followed by the shortened version in brackets. After that, just use the abbreviation. If you only use the term once, then you don’t need to add the abbreviation in brackets unless it is a useful piece of information. Note: When using initials, plurals do not take an apostrophe and the ‘s’ is lower case, eg LAs.
• Addresses When writing addresses, avoid unnecessary punctuation. The address should not contain: • full stops at the end of addresses • a comma between the number and the street name • abbreviated forms of Road, Street or Avenue • a comma between the town/county and postcode. The postcode should appear after the town or city on the next line. Both Buckinghamshire and Bucks are acceptable. Occasional variations may be permitted in order to comply with computer systems already in use.
• Beware American usage of words and spelling, for instance, capitalizing (rather than the English capitalising), or gum (glue), trunk (boot of a car), color, favorite, theater etc. You can change the default language settings in Word to UK English.
• Ampersand Ampersands (&) should be used sparingly.
• Apostrophes Apostrophes have a variety of uses: • omissive - when you’re contracting two words, eg: don’t, shouldn’t, couldn’t • when you are describing a period of time, eg: two years’ experience, four months’ work, 48 hours’ training • possessive - when something belongs to somebody/thing, eg: Judith’s book, the University’s mission, the world’s resources • words and names ending in s also take a singular s eg: James’s, Bucks’s • plural nouns take a singular apostrophe, eg: children’s games, old folk’s home. Don’t use an apostrophe to form a plural with numbers and letters: • 1990s not 1990’s • three As at A-level • CDs (not CD’s) Don’t use an apostrophe in the contraction its (belonging to it) eg: Its CD drive is broken.
• Audience Think about who you are writing for. Most of our writing style guidelines will apply to the majority of audiences, but you may need to change the tone for different audiences and in different circumstances, for instance if you are writing a formal letter or academic paper.

Coat Of Arms

• Our coat of arms is an official endorsement, not our main brand logo.
• The University coat of arms is a mark of endorsement and should never be used as a logo or icon. Nor should any element be abstracted from it for any purpose.
• It is specifically used in materials such as degree parchments, intervarsity clothing and at ceremonial and public events.
• The coat of arms should never appear with the University name attached to it. This is to ensure that it is not mistaken for our logo.
• To obtain a copy, and to discuss terms of usage, please contact the Brand and Design Manager.
• min size 35mm
• min size 30mm

Vehicle Livery

• Vehicle livery should be positioned and sized as closely as possible to the examples shown.

Stationery

• Please use printed originals wherever possible in preference to photocopies.
• Please note that all incidents of our web address should not have the prefix ‘www.’ – bucks.ac.uk is correct.
• Downloads are available at bucks.ac.uk/branding.
• For corporate documents (letters, body text of reports, minutes, presentations and general correspondence), users should use Arial.
• Do not include hyphens and include a space between the area codes, the main number and the third digit of the main number, eg +44 (0) 1494 522 141.
• Treat mobile phone numbers as having four-figure area codes: +44 (0) 7769 123 456.
• Use international numbers on stationery and adverts in publications that may be seen overseas, eg +44 (0) 1494 522 141.
• Use tel, ext and fax in abbreviated form, without a full stop. Make sure you check all telephone numbers before a document is published by dialling them.