This document provides visual identity guidelines for Feilden+Mawson, including guidelines for using their new logo, colors, typefaces, photography, and design layouts. It establishes their brand coordinates of Rigour, Light, and Substance and explains how these influenced the new visual identity. It provides examples of applying their logo, selecting colors, using approved typefaces, recommended photography styles, and applying their cross hair graphic and layout grid. The document aims to promote a consistent visual presentation of Feilden+Mawson's brand across all communications.

1. FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES SEPTEMBER 2006

2. CONTENTS
01 Introduction
02 The logo
04 Colours and pattern
05 Typeface
06 Stationery
07 Title blocks
08 Photography
09 Cross hair graphic
10 Design layout
14 Website
This document gives the basic principles that should be followed, but if there are areas where guidance is
not given, or if you have any queries about using the new identity, please contact the marketing department.

3. INTRODUCTION FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
01
Feilden+Mawson has a new identity and visual style that
have been designed to help communicate our brand and
our work in a clear, consistent and striking way.
This book shows how the new Feilden+Mawson logo
should and shouldn’t be used, provides information on the
colour palette and typeface, and gives guidance on our
photographic style. Finally, it shows how all these things
come together in some sample layouts. By following these
guidelines we can make sure that we are consistent in the
way we communicate and present ourselves.
We have also developed three coordinates that in
combination help to sum up what is special and different
about Feilden+Mawson. These coordinates help to define
our brand. They also determine the look, feel and style of
any piece of communication we produce.
Our coordinates are: Rigour, Light and Substance. Rigour,
light and Substance have all influenced and directed the
new identity and visual style presented in these guidelines.
Rigour
This coordinate expresses the
thorough nature of our work. It’s
about our careful analysis and
clarity of thought. It also shows
our commitment to a disciplined
approach and excellent results.
As a design coordinate Rigour
is about paying attention to detail
with clear, precise imagery and
text.
Light
This coordinate is based on the
inspiration at the heart of our
work. It’s about finding new ways
of doing things, understanding
issues and developing creative
- but practical - solutions for our
clients. As a design coordinate
Light adds a sense of vitality,
energy and freshness to our
communications.
Substance
This coordinate focuses on
our work in its wider context.
It celebrates our buildings in
the real world and shows our
responsibility to the environment,
to our partners and to the people
who use our buildings. As a
design coordinate Substance
is about depth, interaction and
showing the wider perspective. It
allows us to tell stories about our
work and the people who made
it happen.

4. The logo
This is the primary version of
the logo for Feilden+Mawson.
The logo comprises the unique
Feilden+Mawson logotype. The
logo has been specially drawn
and should not be recreated
or altered in any way. Always
reproduce the logo from the
master artwork, which is available
from marketing.
Always place the logo as an
image, not as text.
When typing Fielden+Mawson
as text, do not leave any spaces
between the + sign and the
parts of the name. This helps to
maintain a connection between
the logo image and the name
in text.
Colour matching in print
The logo should be printed
in Feilden+Mawson orange
(Pantone® 021C) and black.
Where this is not possible it
may be reproduced out of the
4-colour process.
Screen/Web colours
Logo versions created using
RGB colours must be used
for screen based material, such
as desktop presentations
(e.g. PowerPoint) and Web
(Internet and Intranet).
Logo variants
Whenever possible the primary
version of the logo should be
applied using Feilden+Mawson
orange. In circumstances where
this is not practical a black
version of the logo may be used.
THE LOGO FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
Feilden+Mawson white out logoFeilden+Mawson black logo
Feilden+Mawson white reversal logoFeilden+Mawson black/orange logo
02

5. How the Feilden+Mawson logo exclusion area is determined
exclusion area
Minimum size
There is an exclusion area
around the logo to make sure
it appears prominently and does
not become overcrowded by
other visual elements. The clear
space around the logo is the
width of the letter M in the
logotype. The logo should always
appear on the right hand side of
a layout. The only exception to
this rule is for a webpage, where
it should be placed on the left
hand side for reasons of
accessibility. See page 11
for examples.
Minimum size
Do not reproduce the logo below
the minimum width of 40mm.
THE LOGO (CONTINUED) FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
< 40mm >
03

6. Pantone 375
Pantone process cyan
Pantone cool gray 4
Pantone process magenta
The Feilden+Mawson primary
colours comprise the logo
colour – Feilden+Mawson orange
(Pantone 021 or equivalent
colour match) and
Feilden+Mawson white. A
Pantone colour has not been
specified for Feilden+Mawson
white as it takes the form of a
high or brilliant white printing
substrate. Good examples of
Feilden+Mawson white are
Neptune Fenner for stationery.
The Feilden+Mawson brand is
essentially white with a balance
of up to 1 third orange to 2 thirds
white. The white and black
primary colours should always
appear as the dominant colours
in applications and communications
material whenever practically
possible.
Four further colours have
been chosen to support the
primary colour palette. It is
recommended that they are
only used as an accent colour
for charts, headings, navigation
etc. See page 8 onwards
for examples.
The + sign in our logo can also
be used as a graphic detail,
called the cross hair pattern.
Always use the supplied vector
file at 100%.
Please note: Printers should
be instructed to maintain a
good colour match to a
Pantone swatch, whether the
Pantone colour is used or its
4-colour process equivalent.
The RGB and websafe
colours specified here are
given as a guide only. When
reproducing the supporting
colours in any medium
please refer to a Pantone
specifier.
PRIMARY COLOURS & SUPPORTING COLOURS AND PATTERN FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
Feilden+Mawson white
Pantone 021 C:00 M:60 Y:100 K:00 Hex FF6600
C:44 M:00 Y:80 K:00 Hex 66CC33
C:100 M:00 Y:00 K:00 Hex 7C7C7C
C:00 M:00 Y:00 K:24 Hex 999998
C:00 M:100 Y:00 K:00 Hex FF0099
Feilden+Mawson black
Feilden+Mawson orange
04

7. The Berthold Akzidenz Grotesk
type family is recommended for
all types of communication with
the new Feilden+Mawson logo.
There are three main weights,
Regular, Medium and Bold of
which Regular has an
accompanying italic set. It is
recommended that Arial be used
for typing letters, faxes, memos
and press releases. Arial may
also be used as a substitute
typeface for online applications,
where it is not possible to use
Akzidenz Grotesk as a body copy
font. All European characters are
available in Akzidenz Grotesk
apart from the € sign, please use
Arial instead for this character.
NB: Only use italic when making
an emphasis in body text and
never for main headings.
TYPEFACE FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
Berthold Akzidenz Grotesk
Arial
System font
(in-house documents such
as, word and powerpoint)
Weights
abcdefghijklmnop
ABCDEFGHIJKLMNOP
1234567890
’{@£(?)
Light
Regular
Bold
italic
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veniam, quis nostrud exerci tation ullamcorper
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veniam, quis nostrud exerci tation ullamc
orper suscipit lobortis nisl ut aliquip ex ea
commodo consequat. consequat, vel illum
05

8. Letterhead/compliment slip
The recommended stock for the
letterhead and compliment slip
is Neptune Fenner (120 g/m2)
or paper manufactured to the
same specification.
Business card
Illustrated here is an example
of a printed business card,
format 85mm x 55mm. The
recommended stock for
business cards is Neptune
Fenner 300g/m2.
NB. Reverse of card
printed in Feilden+Mawson black
Examples shown 40% actual size. All measurements in millimetres
STATIONERY FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
1 Ferry Road Norwich Norfolk NR1 1SU
T 01603 629571 F 01603 633569
norwich@feildenandmawson.com
www.feildenandmawson.com
Feilden + Mawson LLP Reg. No. OC300486
Reg. Office 1 Ferry Road Norwich Norfolk NR1 1SU
Persons name
Address line one
Address line 2
Address line 3
Address line 4
Address line 5
Date
Dear Name
RE: New Visual identity
Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy euismod
tincidunt ut ullamcorper suscipit lobortis nisl ex ea commodo consequat.
Duis autem vel eum iriure dolor in hendrerit in vulputate consequat, vel illum dolore feugiat nulla
facilisis at vero eros et accumsan et iusto odio dignissim. Lorem ipsum dolor sit amet,
consectetuer adipiscing elit, sed diam nonummy euismod tincidunt ut laoreet dolore magna
aliquam erat volutpat. Ut wisi ad minim veniam, quis nostrud exerci tation ullamcorper suscipit
lobortis nisl ex ea commodo consequat.
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facilisis at vero eros et accumsan et iusto odio dignissim. Lorem ipsum dolor sit amet vel
et accumsan et iusto odio dignissim.
Yours sincerely
John Smith
London Prague Norwich Cambridge
1 Ferry Road Norwich Norfolk NR1 1SU
T 01603 629571 F 01603 633569
norwich@feildenandmawson.com
www.feildenandmawson.com
London Prague Norwich Cambridge
1 Ferry Road Norwich Norfolk NR1 1SU
T 01603 629571 F 01603 633569
norwich@feildenandmawson.com
www.feildenandmawson.com
London Prague Norwich Cambridge
Persons Name
Qualifications
Position held
06

9. Here is an example to illustrate
how to apply the standard title
block.
STANDARD TITLE BLOCKS
07
STAGE
clientno. date revision & issue
job
status
Copyright Feilden+Mawson LLP
F+M
scaledrawing drawn date
scale drawn date
job no. dwg no. rev no.
The Stamp Office Somerset House
Strand WC2R 1LA
T 020 7845 5830 F 020 7845 5831
london@feildenandmawson.com
www.feildenandmawson.com
The Stamp Office Somerset House
Strand WC2R 1LA
T 020 7845 5830 F 020 7845 5831
london@feildenandmawson.com
www.feildenandmawson.com
Copyright Feilden+Mawson LLP
client
job
drawing
status
STAGE
0000 F+M
scale drawn date
scale drawn date
job no. dwg no. rev no.

10. Recording
These photographs are a statement of fact, taken
from afar. They present a clean, clear image of a
building or room. This style of photography provides
a simple document of the work.
There are three styles of Fielden+Mawson photography. They record the work, celebrate
it and bring it to life. Used together, in equal balance, they provide an opportunity to fully
showcase Fielden+Mawson projects.
Celebrational
Celebrational photography is more intriguing. It
focuses on a detail, an angle, or a different perspective.
It plays with light and texture, creating a dynamic set
of imaginative images.
Contextual
This style of photography places the work in its wider
context. It shows how buildings are used in the real
world and features people interacting with the
architecture. Contextual photography also provides
an opportunity to present the architects and teams
involved behind the scenes.
PHOTOGRAPHY FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
08

11. Here are some examples to
illustrate how to apply the cross
hair graphic. Using colour and
imagery the cross hair can help
navigation or tell stories.
Never use the cross hair tool
in black for these applications.
Always use one of the four
secondary accent colours.
The minimum line weight of
the cross hair is 1pt and the
maximum weight is 8pt. The
weight of line should be
proportionate to the size of
the graphic, as these examples
illustrate.
CROSS HAIR GRAPHIC FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
The project title
some descriptive text
The project title
some descriptive text
The project title
some descriptive text
The project title
some descriptive text
09

12. LAYOUT GRID FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
CLIENT
Somerset House Trusting
LOCATION
Strand, London
PROJECT
Conservation advice, projects and repairs
to the fabric of this Grade 1 listed building
Feilden+Mawson act as Surveyor to the Fabric for this most important building which was the final
and most significant work of William Chambers. Work has included the preparation of a conserva-
tion plan, a disaster contingency plan, procuring roof renewal and stone cleaning of the East and
West wings, repairs to the heavy masonry vaulted bridge structures, condition surveys, sculpture
survey, procuring facilities management and maintenance services, and advice on the mplications of
various refurbishment programmes. Amongst projects is the Learning Centre, created from disused
spaces in the basement of the South Building.
Somerset House
This is dummy text for visual
purposes only. It could be a
short case study on the architects
and how they created and
delivered the Somerset House
project. This is dummy text for
visual purposes only. It could be
a short case study on the
architects and how they created
and delivered the Somerset
House project.
A5
A4
A3
This grid has been developed
to allow the designer a flexible
yet controlled structure to use
when designing literature. The
examples of the cross hair
demonstrate its flexibility and
show ways in which it can be
used. The grid comprises many
squares which are used to
position text, and where
appropriate to align diagrammatic
material. The grid is used for
both left and right hand pages.
The A4 photographic spread
examples on this page illustrate
the recommended ways in
which the grid should be used
with colour, type and photography.
Always position the logo on
the right hand side, unless you
are creating a webpage, where
it should be placed on the left
hand side (see page 2 for
more information).
Layouts
Always position the images first.
Create the layout grid around the
images and use the cross hair
pattern sparingly to add texture
if required.
The overall spread should be
neat blocks of images, pattern
and white space. Keep the layout
clean and the white space
contained in one area, as a colour
in its own right. Maintain a
balance between the black panel
and the white space on the page.
The black panel should be
no more than a quarter of the
spread. Never place the black
panel directly beneath the logo.10

13. SAMPLE PAGES FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
GROSS FLOOR AREA
620m2
LOCATION
MRC Laboratory of Molecular Biology
Addenbrookes Hospital, Cambridge
VALUE
£2m
COMPLETION
2002
With a large number of biomedical scientists working at the MRC Laboratory ofMolecular
Biologyon theAddenbrookes site, pressureon facilities for lectures, seminars, colloquia
and workshops was acute. The project provided a newentranceand exhibition space for the
laboratory complex, dedicated space for 2 newstate-of -the-art electron microscopes and
188-seat theatre. The theatre has an energy-efficient natural ventilation systemand is now
the focus for LMB, providing an effective platform for its famous research presentations.
Won the Client Award in the RIBA East ‘Spirit of Ingenuityí Architectur al Awards 2002
Perutz lecture theatre
This is dummy text for visual
purposes only. It could be
a short case study on the
architects and how they
created and delivered the
Somerset House project.
This is dummy text for visual
purposes only. It could be
a short case study on the
architects and how they
created and delivered the
Somerset House project.
CLIENT
Somerset House Trusting
LOCATION
Strand, London
PROJECT
Conservation advice, projects and repairs
to the fabric of this Grade 1 listed building
Feilden+Mawson act as Surveyor to the Fabric for this most important building which was the final
and most significant work of William Chambers. Work has included the preparation of a conserva-
tion plan, a disaster contingency plan, procuring roof renewal and stone cleaning of the East and
West wings, repairs to the heavy masonry vaulted bridge structures, condition surveys, sculpture
survey, procuring facilities management and maintenance services, and advice on the mplications of
various refurbishment programmes. Amongst projects is the Learning Centre, created from disused
spaces in the basement of the South Building.
Somerset House
Start-Rite Shoes Ltd commissioned Feilden+Mawson to design and manage
the construction of their new warehouse and office complex on the outskirts
of Norwich. The project was fast-track with the target date for occupation being
just 12 months after the design commenced. The project was completed to
a very high build quality, on time and within budget.
LOCATION
Broadland Business
Park, Norwich
COMPLETION
December 2003
GROSS FLOOR AREA
1,200m office
5,700m warehouse
2
2
VALUE
Approx. £3m
New warehouse and offices
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praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit
amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore.
Trafalgar Square This is dummy text for visual
purposes only. It could be
a short case study on the
architects and how they
created and delivered the
Somerset House project.
This is dummy text for visual
purposes only. This is dummy
text for visual purposes only.
This is dummy text for visual
purposes only. This is dummy
text for visual purposes only.
This is dummy text for visual
purposes only. It could be
a short case study on the
architects.
11
Black panel
The headline, standfirst (a sub-
heading or small piece of text to
explain the title) and introductory
copy text should always be white
out of black.
The black panel on which the text
appears should be no more than
a quarter of the page. Never
place the black panel directly
beneath the logo.
The cross hair pattern
The cross hair pattern adds
pattern, texture and shade to
a layout. It is not obligatory and
should be used sparingly, like
an accent colour.
The cross hair pattern should
never fill more than a quarter of
the page. It should supplement
the overall design, not dominate
the page.
The cross hair pattern can be
laid over a photograph, as long
as it does not distract from the
main image itself.
Accent colours
Accent colours should be used
to highlight headlines and small
pieces of text, not as large
splashes of colour. Body text and
pullouts should always be black
text on a white background.

14. SAMPLE PAGES FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
12
New buildings
New buildings
New buildings
NEW BUILDINGS
6.30 - 8.30
Wednesday 27 September 2006
The Portico Rooms
South Building Somerset House
Strand London WC2R 1LA
Feilden+Mawson have great pleasure in inviting
to join them in celebrating their 50th birthday
RSVP:
Penelope Maughan Feilden+Mawson
The Stamp Office Somerset House Strand
London WC2R 1LA T 020 7845 5830
penelopemaughan@feildenandmawson.com

15. SUPER GRAPHIC FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
The examples of the
supergraphic, marked in black
demonstrate its flexibility
and recommend ways in
which it can be used. The grid
comprises many squares which
are used to position text, and
where appropriate to align
diagrammatic material.
The grid is used for both
left and right hand pages.
Only use with full page images
in either black or white. For more
subtle applications use varnish
or the cross hair graphic.
Size
The super graphic should be
exactly 50% of the height or
width of the page, as these
examples illustrate.
The width of the super graphic
can vary up to a maximum width
of 2 grid boxes.
Position
The super graphic can be placed
in any corner of the page.
However, when using the super
graphic with imagery, it should
not interfere with the main image.
Family House This is dummy text for visual
purposes only. It could be
a short case study on the
architects and how they
created and delivered the
Somerset House project.
13
50% width
50%depth
50% width
50%depth
Supergraphic

16. Here is an example of how the
homepage and second level page
of a website could look using the
super graphic, imagery and
sparing amount of colour.
WEBSITE FEILDEN+MAWSON VISUAL IDENTITY GUIDELINES
The central concern of Feilden + Mawson
is design excellence, set within the broad
range of opportunities for works to the built
environment achieving solutions that: display
exemplary design flair, meet the client's
aspirations, are fit for purpose, provide a sense
of delight for building users and visitors, are
within cost budgets and within programme.
London
Prague
Norwich
Cambridge
Projects
About us
Contacts us
Housing Heritage + Leisure
Central Government + Consultancy
Public Sector + Education
Commercial Sector + Partnering
Salisbury Courts of Justice
Institute of Cancer Research
Manchester Civil Justice Centre
Hendon Magistrates Court
Liverpool & Wirral Magistrates Court
Medical Research Centre
NELM Development Trust
ZICER
Sure Start Nursery & Seagulls
Children Centre
MRC Lecture Theatre
London
Prague
Norwich
Cambridge
Brookes Lawley building
The building accommodates two floors of laboratories,
support rooms and scientific office space, planned both
side of an atrium that provides a meeting and relaxation
space. The basement level provides a library and archive
area, as well as workshops and stores.
A wing at the south end of the building, located directly
adjacent to the main entrance, provides a 200-seat tiered
lecture theatre incorporating the latest audio visual facilties.
Above this area further administration offices and archive
storage are provided. Seminar rooms are planned to overlook
the atrium on all levels. The complete building is serviced from
a small basement plantroom, with the main services area on
the roof located either side of the upper part of the atrium.
This is one of several new buildings on the site that the
Institute shares with the Royal Marsden Hospital.
Housing Heritage + Leisure
Central Government +Consultancy
Public Sector + Education
Commercial Sector + Partnering
Projects
About us
Contacts us
ICR Project sheetPDF
14