Royal Academy of Engineering

Official Websites

• https://www.raeng.org.uk
• http://www.raeng.org.uk

Brand Guidelines

2004

Brand Summary

Mission

• The Royal Academy of Engineering promotes excellence in the science, art and practice of engineering. It aims to enhance the UK’s engineering capabilities, celebrate excellence, inspire the next generation of engineers, guide informed thinking, influence public policy, and provide a forum for debate [^1].

Core Values

• excellence
• innovation
• inspiration
• guidance
• influence
• engagement

Target Audience

• All audiences interested in engineering, including the next generation of engineers, policy makers, and the public [^2].

Personality Traits

• vibrant
• dynamic
• future-focused
• professional
• modern

Visual Identity Overview

• The visual identity is vibrant, dynamic, and future-focused, featuring a sleek, modern look with vivid colors against dark backgrounds, a distinctive teardrop logo, and consistent use of Myriad Pro typeface. The design emphasizes clarity, flexibility, and consistency across materials [^3].

Categories

Brand Imagery

• Photographs often have greater impact than words so it is important that they are used appropriately. Always consider whether the use of a particular image is necessary, what it will communicate and whether it is of sufficient technical quality. Composition is extremely important. For example, the impact of an image can be increased by cropping close into the subject or by creating a ‘cut-out’.The choice of a full colour or black and white image can also influence audience reactions.The image examples on this page are shown in full colour and black and white.The black and white image is also shown as a ‘cut-out’.
• Policy document covers feature the use of the arc in conjunction with an appropriate full colour photographic image. Covers should normally have black backgrounds. The Communications Department’s advice must be taken where colour backgrounds are being considered. The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image. The colour of the logo must reflect the colour of the arc. Titles and sub-titles should be as short as possible. Titles should appear in white and sub-titles in 40% black.
• Event materials feature the use of the arc preferrably in conjunction with an appropriate black and white photographic image. Materials should normally have black backgrounds. The Communications Department’s advice must be taken where colour images and coloured backgrounds are being considered. The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image. The colour of the logo must reflect the colour of the arc. Titles and sub-titles should be as short as possible. Titles should appear in white and sub-titles in 40% black.
• Bursary brochure and leaflet covers feature the use of the arc in conjunction with an appropriate full colour photographic image. Covers should normally have black backgrounds.The Communications Department’s advice must be taken where colour backgrounds are being considered.The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image.The colour of the colour must reflect the colour of the arc.Titles and sub-titles should be as short as possible.Titles should appear in white and sub-titles in 40% black.

Color Palette

• Our colour palette has been created to enable the design of materials that are vibrant, dynamic and future-focussed. The palette has a wide variety of uses. Black and white are the main background colours and should be used wherever possible. Blue, orange, yellow, red, green and purple may be used to ‘signpost’ lengthy printed documents (eg section dividers) and to help facilitate website navigation. Our palette consists of the following colours:
• Blue PANTONE ® 312 (C 96%, Y11%)
• Orange PANTONE ® 152 (M 51%, Y 100%)
• Yellow PANTONE ® 110 (M 12%, Y 100%, K 7%)
• Red PANTONE ® 185 (M 91%, Y 76%)
• Green PANTONE ® 369 (C 59%, Y 100%, K 7%)
• Purple PANTONE ® 272 (C 58%, M 48%)
• PANTONE ® Process Magenta
• PANTONE ® Process Black
• White
• In lieu of the colours specified in these standards, the stated PANTONE colour may be used, the standard for which is as shown in the current edition of the PANTONE Color Formula Guide.
• PANTONE® is a registered trademark of Pantone, Inc. The colour shown in these guidelines is not intended to match the PANTONE Color Standards.

Typography

• Our typeface is called Myriad Pro. It has been chosen for its distinctive appearance and its compatibility with the logo. Myriad is available in a wide range of fonts (light, italic, bold etc). It must be used for all applications of our visual brand with the exception of stationery (see section 2). Type should be ranged left and ragged right, that is, its left-hand edge aligns vertically and the lines are of varying length. Normal letter and word spacing should always be used. Myriad should never be condensed or expanded. The typeface that should be used for all word processed documents such as typed letters, memos and internal reports is Arial.
• Titles must appear in Myriad Roman and sub-titles in Myriad Light. They should be set in upper and lower case and aligned vertically with the logo as shown.
• Corporate covers feature the use of the glow whilst the covers of all other printed materials feature various graphic treatments of the arc. Images on policy document covers and bursary brochures and leaflets must be in full colour. Images on event materials should normally be in black and white. The Communications Department’s advice must be taken where colour images are being considered. Titles and sub-titles must also be positioned consistently and use a common typographic style.
• Titles should appear in white and sub-titles in 40% black.
• All type should set in Myriad. it should be set ranged left and ragged right, that is, the left-hand edge of the type aligns and the lines are of varying length. Standard word and character spacing should be used.
• Scheme names should be set in Myriad Roman and ranged right.They should be in the same size as the logo namestyle and appear in the same colour as the inner shape of the symbol. They should align with the logo and be positioned as shown.Titles must appear in Myriad Roman and sub-titles in Myriad Light. They should be set in upper and lower case and aligned vertically with the logo as shown.
• Scheme names must be in the same colour as ‘Best Programme.Titles and sub-titles should be as short as possible.Titles should appear in white and sub-titles in 40% black.
• Type should appear in Myriad and be set in upper and lower case and ranged left.

Logo Usage

• The logo is the most important element of our visual brand and must be used on all materials. It consists of two elements; the symbol (which itself has an inner shape and an outer shape) and the namestyle.These must not be redrawn or altered in any way. No other words should be attached to our logo except sub-brand names for which a special relationship has been created (see section 6). The logo must always be reproduced from a digital master reference. EPS files should be used for printed materials and WMF files for word processed materials. The logo must never be printed from a JPG or GIF format master reference.
• Our new visual identity specifies the protected use of the original Academy monogram, not as a logo but, uniquely, as the Fellowship’s mark of distinction. It must only be used on the Academy letterhead, together with a short statement, and on the reverse of publications.
• The logo must always be reproduced from a digital master reference. It must never be redrawn or modified nor must the relationship between its elements be altered in any way. Do not distort the logo. Do not use incorrect colourways. Do not reposition the namestyle in relation to the symbol. Do not box the logo; all backgrounds on which it appears should extend horizontally and/or vertically to the edges of materials. Do not change the namestyle.
• The logo will be more visible and have greater impact where it is surrounded by a sufficient amount of space.So an exclusion zone has been created within which no type, images or other graphics may appear.The zone is defined by the height of the letter T as shown. Additional space should be given wherever possible. In print, the logo must not appear smaller than 25mm measured across its entire width. On screen, it must not be smaller that 115 pixels at 72dpi.
• The relationship between the logo and any associated text and images should conform to the basic principles shown on this page. This will help ensure consistency in the appearance of our materials.The logo must always be positioned in the top left hand corner of all materials. Any exceptions to this rule must be agreed in advance with the Communications Department.Text and images should align vertically or horizontally with the logo as shown.Two vertical alignments are permissible. However, the principal alignment is with the namestyle.Text and images should only align with the symbol where space is limited.
• The logo must only appear in the colour combinations shown on this page. The namestyle and outer shape of the symbol should appear in black or white. The inner shape of the symbol may appear in any of our palette colours.The various colourways are not designed to be used to categorise our communications. Our visual identity system has been designed to be flexible and to work with many background colours although our logo is particularly striking when set against black or white.The Communications Department’s advice must be taken where an alternative colour is being considered. Where colour reproduction is not available (eg newspaper advertisements) the inner shape of the symbol should appear in a 40% tint of black.

Visual Style

• The logo is the most important element of our visual brand and must be used on all materials. It consists of two elements; the symbol (which itself has an inner shape and an outer shape) and the namestyle.These must not be redrawn or altered in any way. No other words should be attached to our logo except sub-brand names for which a special relationship has been created (see section 6). The logo must always be reproduced from a digital master reference. EPS files should be used for printed materials and WMF files for word processed materials. The logo must never be printed from a JPG or GIF format master reference.
• Our new visual identity specifies the protected use of the original Academy monogram, not as a logo but, uniquely, as the Fellowship’s mark of distinction. It must only be used on the Academy letterhead, together with a short statement, and on the reverse of publications.
• The logo must always be reproduced from a digital master reference. It must never be redrawn or modified nor must the relationship between its elements be altered in any way. Do not distort the logo. Do not use incorrect colourways. Do not reposition the namestyle in relation to the symbol. Do not box the logo; all backgrounds on which it appears should extend horizontally and/or vertically to the edges of materials. Do not change the namestyle.
• The logo will be more visible and have greater impact where it is surrounded by a sufficient amount of space.So an exclusion zone has been created within which no type, images or other graphics may appear.The zone is defined by the height of the letter T as shown. Additional space should be given wherever possible. In print, the logo must not appear smaller than 25mm measured across its entire width. On screen, it must not be smaller that 115 pixels at 72dpi.
• The relationship between the logo and any associated text and images should conform to the basic principles shown on this page. This will help ensure consistency in the appearance of our materials.The logo must always be positioned in the top left hand corner of all materials. Any exceptions to this rule must be agreed in advance with the Communications Department.Text and images should align vertically or horizontally with the logo as shown.Two vertical alignments are permissible. However, the principal alignment is with the namestyle.Text and images should only align with the symbol where space is limited.
• Our colour palette has been created to enable the design of materials that are vibrant, dynamic and future-focussed. The palette has a wide variety of uses. Black and white are the main background colours and should be used wherever possible. Blue, orange, yellow, red, green and purple may be used to ‘signpost’ lengthy printed documents (eg section dividers) and to help facilitate website navigation. Our palette consists of the following colours: Blue PANTONE ® 312 (C 96%, Y11%) Orange PANTONE ® 152 (M 51%, Y 100%) Yellow PANTONE ® 110 (M 12%, Y 100%, K 7%) Red PANTONE ® 185 (M 91%, Y 76%) Green PANTONE ® 369 (C 59%, Y 100%, K 7%) Purple PANTONE ® 272 (C 58%, M 48%) PANTONE ® Process Magenta PANTONE ® Process Black White In lieu of the colours specified in these standards, the stated PANTONE colour may be used, the standard for which is as shown in the current edition of the PANTONE Color Formula Guide.
• The logo must only appear in the colour combinations shown on this page. The namestyle and outer shape of the symbol should appear in black or white. The inner shape of the symbol may appear in any of our palette colours.The various colourways are not designed to be used to categorise our communications. Our visual identity system has been designed to be flexible and to work with many background colours although our logo is particularly striking when set against black or white.The Communications Department’s advice must be taken where an alternative colour is being considered. Where colour reproduction is not available (eg newspaper advertisements) the inner shape of the symbol should appear in a 40% tint of black.
• Our typeface is called Myriad Pro. It has been chosen for its distinctive appearance and its compatibility with the logo. Myriad is available in a wide range of fonts (light, italic, bold etc). It must be used for all applications of our visual brand with the exception of stationery (see section 2). Type should be ranged left and ragged right, that is, its left-hand edge aligns vertically and the lines are of varying length. Normal letter and word spacing should always be used. Myriad should never be condensed or expanded. The typeface that should be used for all word processed documents such as typed letters, memos and internal reports is Arial.
• The glow has been created to give graphic impact and reinforce our visual brand. Where a version of the glow is used, the logo must always appear in a supporting role.The glow may only be used in the design of corporate materials such as A brief guide, the Annual Review, the List of Fellows and our presentation folder. It must not feature in the design of any other category of materials. It must be created from the symbol in Adobe Photoshop.A great deal of flexibility is allowed in the appearance of this form of the symbol.The examples on this page give an indication of the effects that can be achieved.
• The arc is used to create dramatic effect on publications covers and to define the position and shape of images. It must be created from a segment of the symbol as shown. The symbol may be rotated to achieve the required shape but it must not be reversed or distorted. The arc can be given a wide variety of graphic treatments. Cover examples of policy documents, event materials and bursary leaflets are shown on pages 3.5, 3.6 and 3.7.
• Photographs often have greater impact than words so it is important that they are used appropriately. Always consider whether the use of a particular image is necessary, what it will communicate and whether it is of sufficient technical quality. Composition is extremely important. For example, the impact of an image can be increased by cropping close into the subject or by creating a ‘cut-out’.The choice of a full colour or black and white image can also influence audience reactions.The image examples on this page are shown in full colour and black and white.The black and white image is also shown as a ‘cut-out’.

Layout And Composition

• The logo will be more visible and have greater impact where it is surrounded by a sufficient amount of space.So an exclusion zone has been created within which no type, images or other graphics may appear.The zone is defined by the height of the letter T as shown. Additional space should be given wherever possible. In print, the logo must not appear smaller than 25mm measured across its entire width. On screen, it must not be smaller that 115 pixels at 72dpi.
• The relationship between the logo and any associated text and images should conform to the basic principles shown on this page. This will help ensure consistency in the appearance of our materials.The logo must always be positioned in the top left hand corner of all materials. Any exceptions to this rule must be agreed in advance with the Communications Department.Text and images should align vertically or horizontally with the logo as shown.Two vertical alignments are permissible. However, the principal alignment is with the namestyle.Text and images should only align with the symbol where space is limited.
• A cover structure has been created for all our brochures and leaflets to ensure that they are consistent in their overall appearance. The structure establishes the size and position of the logo on A4 and AS covers and the position of titles and sub-titles.The logo must be positioned in the top left-hand corner.Titles must appear in Myriad Roman and sub-titles in Myriad Light. They should be set in upper and lower case and aligned vertically with the logo as shown.
• A grid structure for all text pages has been created to enable the design of all brochures and leaflets to be consistent in their overall appearance. Grids are invisible structures that divide pages into a standard framework within which type and photographs are positioned. Our basic A4 grid divides pages into vertical columns that can be combined or omitted to achieve a variety of layouts.The areas shaded in grey show some of the possible permutations.
• This example is intended to give a general impression of how the page grid can be used in the design and layout of printed materials. Page layouts should be uncluttered and the information simply presented. All type should set in Myriad. it should be set ranged left and ragged right, that is, the left-hand edge of the type aligns and the lines are of varying length. Standard word and character spacing should be used.

Stationery Guidelines

• Stationery is one of the most important applications of our visual brand. This section shows the consistent approach that underpins the design of our internal and external stationery.
• Our stationery is business-like and professional. With the exception of approved personalised letterheads and compliments slips, no variation in the design of these items is permitted. The monogram must never be used on our compliments slips or business cards. A range of templates have been prepared to ensure consistency across all typed stationery (eg letterheads, faxes and invoices). Guidance on the use of these templates can be obtained from the Communications Department.
• Our typeface is called Myriad Pro. It has been chosen for its distinctive appearance and its compatibility with the logo. Myriad is available in a wide range of fonts (light, italic, bold etc). It must be used for all applications of our visual brand with the exception of stationery (see section 2). Type should be ranged left and ragged right, that is, its left-hand edge aligns vertically and the lines are of varying length. Normal letter and word spacing should always be used. Myriad should never be condensed or expanded. The typeface that should be used for all word processed documents such as typed letters, memos and internal reports is Arial.

Printed Materials Guidelines

• A cover structure has been created for all our brochures and leaflets to ensure that they are consistent in their overall appearance. The structure establishes the size and position of the logo on A4 and AS covers and the position of titles and sub-titles. The logo must be positioned in the top left-hand corner. Titles must appear in Myriad Roman and sub-titles in Myriad Light. They should be set in upper and lower case and aligned vertically with the logo as shown.
• A grid structure for all text pages has been created to enable the design of all brochures and leaflets to be consistent in their overall appearance. Grids are invisible structures that divide pages into a standard framework within which type and photographs are positioned. Our basic A4 grid divides pages into vertical columns that can be combined or omitted to achieve a variety of layouts. The areas shaded in grey show some of the possible permutations.
• These examples demonstrate how our visual brand allows our brochures and leaflets to be flexible in their appearance whilst maintaining an overall consistency. The logo must always be positioned consistently but its colour can change to reflect a theme or the dominant colour of an image. Titles and sub-titles must also be positioned consistently and use a common typographic style. Corporate covers feature the use of the glow whilst the covers of all other printed materials feature various graphic treatments of the arc. Images on policy document covers and bursary brochures and leaflets must be in full colour. Images on event materials should normally be in black and white. The Communications Department’s advice must be taken where colour images are being considered.
• Corporate document covers must feature the prominent use of the glow which should normally appear on a black background. The Communications Department’s advice must be taken where colour backgrounds are being considered. The logo must be positioned in the top left-hand corner of all covers. Titles and sub-titles should be as short as possible. Titles should appear in white and sub-titles in 40% black.
• Policy document covers feature the use of the arc in conjunction with an appropriate full colour photographic image. Covers should normally have black backgrounds. The Communications Department’s advice must be taken where colour backgrounds are being considered. The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image. The colour of the logo must reflect the colour of the arc. Titles and sub-titles should be as short as possible. Titles should appear in white and sub-titles in 40% black.
• Event materials feature the use of the arc preferrably in conjunction with an appropriate black and white photographic image. Materials should normally have black backgrounds. The Communications Department’s advice must be taken where colour images and coloured backgrounds are being considered. The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image. The colour of the logo must reflect the colour of the arc. Titles and sub-titles should be as short as possible. Titles should appear in white and sub-titles in 40% black.
• Bursary brochure and leaflet covers feature the use of the arc in conjunction with an appropriate full colour photographic image. Covers should normally have black backgrounds. The Communications Department’s advice must be taken where colour backgrounds are being considered. The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image. The colour of the colour must reflect the colour of the arc. Titles and sub-titles should be as short as possible. Titles should appear in white and sub-titles in 40% black.
• This example is intended to give a general impression of how the page grid can be used in the design and layout of printed materials. Page layouts should be uncluttered and the information simply presented. All type should set in Myriad. it should be set ranged left and ragged right, that is, the left-hand edge of the type aligns and the lines are of varying length. Standard word and character spacing should be used.

Sub Brand Guidelines

• The principles set out on pages 1.1 to 1.7 apply equally to our sub-brands. This section focusses on specific design principles that underpin the graphic relationship between the Academy and the Best Programme.
• A special version of our logo has been created for the Best Programme.This logo must be used on all of its materials. It must not be redrawn or altered in any way. The logo must always be reproduced from a digital master reference.
• EPS files should be used for printed materials and WMF files for word processed materials. The logo must never be printed from a JPG or GIF format master reference.
• The Best logo will be more visible and have greater impact where it is surrounded by a sufficient amount of space.So an exclusion zone has been created within which no type, images or other graphics may appear.The zone is defined by the height of the letterT as shown.Additional space should be given wherever possible. In print, the logo must not appear smaller than 25mm measured across its entire width. On screen, it must not be smaller that 115 pixels at 72dpi.
• Best Programme stationery is business-like and professional.With the exception of approved personalised letterheads and compliments slips, no variation in the design of these items is permitted. The monogram is not used on Best Programme stationery. A range of templates have been prepared to ensure consistency across all typedstationery (eg letterheads, faxes and invoices). Guidance on the use of these templates can be obtained from the Communications Department.
• A cover structure has been created for all sub­brand brochures and leaflets to ensure that they are consistent in their overall appearance.The structure establishes the size and position of the logo on A4 and A5 covers and the position of scheme names, titles and sub-titles.The logo must be positioned in the top left-hand corner of all covers. Scheme names should be set in Myriad Roman and ranged right.They should be in the same size as the logo namestyle and appear in the same colour as the inner shape of the symbol. They should align with the logo and be positioned as shown.Titles must appear in Myriad Roman and sub-titles in Myriad Light. They should be set in upper and lower case and aligned vertically with the logo as shown.
• Best Programme Policy document covers feature the use of the arc in conjunction with an appropriate full colour photographic image. Covers should normally have black backgrounds.The Communications Department’s advice must be taken where colour backgrounds are being considered.The logo must always be consistently positioned but its colour can change to reflect a theme or the dominant colour of an image.The colour of the logo must reflect the colour of the arc. Scheme names must be in the same colour as ‘Best Programme.Titles and sub-titles should be as short as possible.Titles should appear in white and sub-titles in 40% black.

Partnership Guidelines

• Wherever we work in partnership with another organisation the relationship must be correctly communicated through the design of the partnership’s materials. This section provides some guidelines as to how this should be achieved.
• The schematics on this page illustrate the three most likely relationships. Where we are the lead partner the design of materials should conform to our design standards with our partner’s logo positioned at the bottom of covers. Where we are working in equal partnership both logos should appear at the top of covers and the design of materials should, where possible, conform to our design standards. Where we are not the lead partner the design of materials will normally be influenced by our partner’s own design standards. In this instance we must ensure that the logo is used according to the basic principles set out in these design standards.

Accessories Guidelines

• The new visual identity specifies the use of the original Academy monogram not as a logo but, uniquely, as the Fellowship’s mark of distinction. Existing Fellowship materials -such as the tie and brooch -will, therefore, remain available.
• Sitting alongside these will be a new range of Academy products that will use the logo symbol as the core element of their design, as shown by these examples.

Signage Guidelines

• All external signs must be clearly visible from a distance.The entrance sign and flag on this page illustrate the simple, elegant use of the logo at the Academy’s London headquarters.

Additional Properties

Revenue History

Employees History