Olympia London

📋 1 Guidelines

🔗 Connections

Sector

Entertainment

Region

United kingdom

Guideline Year

2016

Language

English

Tags

Music

Official Websites

Brand Guidelines

2016

Brand Summary

Mission
  • To provide inspiring spaces and exceptional customer service, hosting a diverse range of events and experiences in a venue that connects people and brings new life to each show [^1].
Core Values
  • customer service
  • flexibility
  • inspiration
  • connectivity
  • sustainability
  • brand consistency
Target Audience
  • Event organizers, exhibitors, corporate clients, creative retailers, and visitors seeking a flexible, modern, and iconic venue in London [^2].
Personality Traits
  • professional
  • welcoming
  • modern
  • flexible
  • inspiring
Visual Identity Overview
  • The visual identity centers on a stylized semi-circular rainbow logo with a gradient from teal to lavender, clean sans-serif typography, a palette of blues, purples, pinks, greens, and greys, minimalist layouts, and consistent use of tints for backgrounds and illustrations. The logo references the venue’s iconic architecture and is used across all collateral, with strict guidelines for color, size, exclusion zones, and partner logo arrangements [^3].

Categories

Brand Imagery
  • The fade in the logo must be reproduced on all outputs.
  • Minimum size equivalent to “London” in the logo being 6pt
  • The logo is only available as an Adobe Illustrator file to preserve the transparency at the bottom of the archway.
  • Grey
  • White
  • 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.
  • The background colour, made 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.
  • Tints of the colours can be used to create a palette of background colours.
  • These are used across all our collateral, including illustrations, What’s On material and website.
  • Primary Colour swatches are available on request from the Olympia London marketing team.
  • 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.
  • The background colour, made of 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.
Color Palette
  • Logo Colours Primary Colour Palette
  • Colour Logo Colours
  • Blue2 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/ CooIGrey7C
  • 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 77177/85 #004F6C # 292369 #680160 #00646B #4D4D55 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 522ca RGB RGB RGB RGB 82/79/161 215/11/140 0/169/157 117/117/127 #524FA1 #D70B8C #00A99D #75757F Pantone CooIGrey11 CMYK CMYK 45/55/0/0 5/80/30/0 BSA RGB RGB 147/124/185 228/90/125 ES8za en #937CB9 #E45A7D PE-em Ea sµ
  • Primary Background Colour The background colour, made 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.
  • Tints of the colours can be used to create a palette of background colours. These are used across all our collateral, including illustrations, What’s On material and website.
  • Primary Colour swatches are available on request from the Olympia London marketing team.
  • The fade in the logo must be reproduced on all outputs.
  • For two colour jobs, always use the Pantone colours specified in the guidelines.
Typography
  • Brown is our primary typeface and is used across all our outputs 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.
  • It has four weights that be used solely on their own or in combination to add hierarchy and contrast (no more than two at a time though please).
  • For internal Olympia London use, please view page 17 for guidance on our secondary typeface.
  • Brown is available to purchase for £60 from typeface foundry Lineto www.lineto.com All suppliers must purchase this typeface themselves.
  • Arial is Olympia London’s secondary typeface. It is only to be used when Brown is not available, for example with emails, letters, reports or online use as dynamic live text.
  • Arial is available on all desktop computers and will be visible by everybody.
  • Arial should never be used for public facing printed documents or adverts.
  • Brown is not available for use online so Lato is used as a replacement. Lato is only to be used as live text on the Olympia London website.
  • Lato is available to download from www.latofonts.com
  • Always set type Left Aligned – never Right Aligned or Centred. This provides a constant starting point for each line, making the text easier to read.
  • Remember to turn off hyphenation in the paragraph window, and balance the ragged right hand edge to create neat blocks of text.
  • Body copy, 55 – 65 characters per line is the optimum number for continuous reading.
  • Leading, or line spacing, is the distance between each line of text–measured from the baseline of a capital letter to the top of a capital letter on the line below.
  • Leading is set in points, and when the leading is the same point value as the typesize it 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 leading, or 8.5pt on 9.5pt.
  • 40pt Typesize/40pt Leading
  • 12pt Typesize/13pt Leading
  • 30pt Typesize/30pt Leading
  • 10pt Typesize/11pt Leading
  • 20pt Typesize/20pt Leading
  • 8.5pt Typesize/9.5pt Leading
  • -25 is the standard setting for Olympia London text across all sizes. Further kerning adjustments are then made to larger typesizes such as titles.
  • Use tracking settings to control blocks of text and kerning to control the awkward or uneven spaces in between letters.
  • Letter spacing should only be used subtly to control the shape of the words to increase legibility.
  • Never alter the tracking settings within a piece of text to arbitrarily fit a predetermined space.
Logo Usage
  • 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.
  • Grey White
  • Exclusion Zone Minimum size equivalent to “London” in the logo being 6pt
  • Marketing Materials Including all print and digital applications.
  • Please see the Olympia London Uniform Guidleines for full details on applying the logo to clothing.
  • The fade in the logo must be reproduced on all outputs.
  • The logo is only available as an Adobe Illustrator file to preserve the transparency at the bottom of the archway.
  • Embroidery (Monotone version only)
  • 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.
Tone And Messaging
  • Olympia London is always written in full and is never to be written solely as ‘Olympia’. This applies to all internal and external communications.
  • Third parties must use this convention in their event marketing and communication materials to ensure brand consistency and build awareness of the venue as a whole, individual venues are not to be referenced.
  • If a show is taking place in Olympia Grand the location would only be referred to as ‘Olympia London’. Specific venue names can be used in the wayfinding of the show -see overleaf.
  • Venue names must only be used in wayfinding materials, otherwise Olympia London should be used for all event marketing and communication materials.
Brand Values
  • 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.
Visual Style
  • 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.
  • Grey
  • White
  • Minimum size equivalent to “London” in the logo being 6pt
  • The fade in the logo must be reproduced on all outputs.
  • The logo is only available as an Adobe Illustrator file to preserve the transparency at the bottom of the archway.
  • Logo Colours Primary Colour Palette
  • Blue2 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/ CooIGrey7C
  • Primary Background Colour The background colour, made 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.
  • Tints of the colours can be used to create a palette of background colours.
  • These are used across all our collateral, including illustrations, What’s On material and website.
  • Primary Colour swatches are available on request from the Olympia London marketing team.
  • The background colour, made of 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.
  • 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.
Iconography
  • Male Toilets Female Toilets Disabled Toilets Cloakroom Baby Changing Facilities Medical Centre Cash Machine Escalators Stairs Lift Goods Lift Disabled Lift Parking Taxi Bus Rail Underground Cafe/Restaurant Telephone Direction
  • See Signage Guidelines for more information
Layout And Composition
  • Minimum size equivalent to “London” in the logo being 6pt
  • 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.
Uniform Guidelines
  • Please see the Olympia London Uniform Guidleines for full details on applying the logo to clothing.
  • The fade in the logo must be reproduced on all outputs.
  • The logo is only available as an Adobe Illustrator file to preserve the transparency at the bottom of the archway.
  • Embroidery (Monotone version only)
  • 190mm(w) x170mm(h)
  • 65mm(w) x 78mm(h)
Collateral Guidelines
  • Primary Background Colour The background colour, made 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.
  • Tints of the colours can be used to create a palette of background colours. These are used across all our collateral, including illustrations, What’s On material and website.
  • Primary Colour swatches are available on request from the Olympia London marketing team.
  • Sales Brochure: 300gsm and 160gsm
  • What’s on Leaflet:100gsm
  • Folder: 300gsm
  • For consistency in colour, litho printing is our preferred printing method. A wet proof and previous samples are available on request for comparison.
  • For two colour jobs, always use the Pantone colours specified in the guidelines.
  • 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.
  • Recommend the HP Indigo digital press. When printing digital use digital prepared paper stocks.
  • On any print job ask for print ripped pdf to signoff on before going to print.
Paper Stock Guidelines
  • Uncoated options
  • Fedrigoni Splendorgel Extra White
  • Example: Sales Brochure: 300gsm and 160gsm
  • Conqueror CX22 Recycled (No Water mark) Diamond White
  • Example: What’s on Leaflet:100gsm
  • Coated option
  • Club Silk
  • Example: Folder: 300gsm
  • Lithographic: CMYK/Special Inks
  • For consistency in colour, litho printing is our preferred printing method. A wet proof and previous samples are available on request for comparison.
  • For two colour jobs, always use the Pantone colours specified in 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.
  • Digital: CMYK
  • Recommend the HP Indigo digital press. When printing digital use digital prepared paper stocks.
  • On any print job ask for print ripped pdf to signoff on before going to print.
Signage Guidelines
  • See Signage Guidelines for more information
Wayfinding Guidelines
  • 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. marketing@olympia.london
  • If a show is taking place in Olympia Grand the location would only be referred to as ‘Olympia London’. Specific venue names can be used in the wayfinding of the show -see overleaf.
Address Format Guidelines
  • Shown left is the standard format for displaying the Olympia London address and contact details.
  • Olympia London Hammersmith Road Kensington W14 8UX
  • When additional contact information is being used seperate the headers from the information with a 65% tint of the colour used.
  • For example: Mobile +44 (0)79 1234 5678 Olympia London Hammersmith Road Kensington W14 8UX Telephone +44 (0)20 7598 2779 Email marketing@olympia.london Website olympia.london
Accessibility Guidelines

  • Disabled Access

Local Area Guidelines

  • Local Area

Food And Drink Guidelines

  • Food & Drink -Breakfast

  • Food & Drink -Lunch

  • Food & Drink -Dinner

Service Partners Guidelines

  • Service Partners

Marketing Support Guidelines
  • Marketing Support At Olympia London, the award-winning Marketing and Communications team are on hand to give you all the help you need for your event. ■ We are passionate about what we do and always endeavour to provide the best support possible to ensure —–­a truly successful trade show. •••••••••••• •• •• •• •• •• •• PI A PI A PI AM With a wide selection of tools and WELCO TO services to compliment your existing marketing and PR campaigns, we’ll OLYMPIAL DNDON Eca•, be there for you as much or as little as you’d like. IM We are always just a phone Ai call away so if you have any questions please do get in touch on 020 7598 2779.
News And Press Guidelines

  • News&Press

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