2. Ravensbourne
is creative, inclusive
and entrepreneurial.
Our brand identity is a symbol of our values
and ambitions.
The new look and feel of our identity
encompasses everything we want
to be known for now and in the future.
2Ravensbourne identity rules
3. Contents
The elements 4
Logo 6
Our logo 7
Clear space 9
Colour 10
Position 11
Size 12
Smallest size 13
The icon 14
Logo rules 15
Frame 16
Our logo in action 17
Focal point 18
Flexible and stretchy 19
What should go in the frame? 20
Colour 22
Proportions 23
Proportion exceptions 24
Frames for screen 25
Frames for print 27
Square frames 29
Frame rules 31
Wordmark 32
Our wordmark 33
Clear space 34
Position 35
Size 36
Smallest size 37
Using with the frame 38
Wordmark rules 39
Typography 40
Ravensbourne Sans 41
What makes it unique 42
Using our typeface 43
Line length 44
Colour 45
A closer look 46
Alignment 48
When our typeface isn't available 49
Typography rules 50
Colour 51
Our colour palette 52
Photography 53
Commissioning photography 54
People 55
Interiors 56
Exteriors 57
Events 58
Circles 59
Adding energy and character 61
Size 62
Colour 63
Circle rules 64
Using our brand identity 65
Advertising 66
Social media 67
Promotional items 68
Stationery 73
Ravensbourne word mark rules 74
Contact 74
3Ravensbourne identity rules
7. Our logo
Our logo is made up of two elements:
the frame and the wordmark.
Frame Wordmark
Frame
Wordmark
7Ravensbourne identity rules | Logo
8. Our logo
It has been designed to have
maximum impact and legibility
at large and small sizes.
8Ravensbourne identity rules | Logo
9. Clear space
Our logo should be given as much
space as possible to stand out.
9Ravensbourne identity rules | Logo
10. Colour
Our primary logo Mono logo
Reversed logo – only for use on coloured backgrounds
10Ravensbourne identity rules | Logo
11. Position
Our logo can be centred, or positioned
in the top left or bottom left corner.
It should be aligned from the edges
of the frame, not the circles.
11Ravensbourne identity rules | Logo
12. Size
1920px x 1080px
A2 — A1
A6 — A3
Mobile
X
X
XX
XX
X X XX
Our logo should be scaled according
to the size of the application.
As a guide, it can appear full width,
half width, a third of the width or a
quarter of the width, excluding margins.
12Ravensbourne identity rules | Logo
13. Smallest size
To ensure maximum legibility online
and in print, the logo should not appear
smaller than 133px or 27mm wide.
133px
27mm
13Ravensbourne identity rules | Logo
14. The icon
The frame and circles from our logo
can be separated and used as an icon.
The icon should not appear smaller
than 16px or 5mm from the width
of the frame.
16px
5mm
14Ravensbourne identity rules | Logo
15. Logo rules
Don't change the relationship
between the icon and wordmark
Don't change the colours
of the logo
Don't create your own version
of the logo
Don't change the position
of the circles
Don't place the logo
in the frame
The logo should not be used
on images
Don't reverse the logo out
of dark colours
Don't distort the logo
15Ravensbourne identity rules | Logo
17. Think of the frame
as our logo in action.
It’s a way of opening up
our identity system
for everyone to use.
It recognises our natural
desire for self-expression
at Ravensbourne and
celebrates difference.
A space where
amazing things
happen
17Ravensbourne identity rules | Frame
18. The frame should create a focal point and allow content to burst out.
18Ravensbourne identity rules | Frame
19. The frame can be flexible and stretchy, and adapt to its content.
19Ravensbourne identity rules | Frame
20. When choosing what should go in the frame, ask yourself…
‘Is it amazing?’
20Ravensbourne identity rules | Frame
21. If the answer is ‘No’, then it should not go in the frame.
NAME
20
Date Start End Break Total
Time Time Taken Claim
HH.MM HH.MM HH.MM HH.MM
Signed: Print Name: Date:
Signed: Date: Budget Code:
Print Name:
PAYROLL Hours Rate Total
USE
ONLY
YOU MUST PROVIDE A HARD COPY OF YOUR TIMESHEET FOR AUTHORISATION - DO NOT EMAIL!
26/10/12
TOTAL CLAIM (Hrs:Mins)
Continuation Sheet Total
SESSIONAL / CASUAL STAFF PAY CLAIM FORM
PAYROLL NO.
COST CENTRESESSIONAL/CASUAL CONTRACT NO.
Unit Number
(Acadmic Staff)
Nature of Duties Undertaken
( NOTE 24 Hour MUST Be Used )
Contract Cost Centre
I confirm that I have worked the hours detailed on this form (advances of salary work for future work will not be paid). I understand
that if I knowingly make a false claim with a view to personal gain it could lead to disciplinary action up to and including dismissal. I
confirm that I have not claimed above the hours stated and confirmed by Human Resources on the engagement form to which this
work corresponds. I understand that it is my responsibility to ensure that the claim is authorised and submitted to payroll by the
deadline
Authorised: (Subject Leader / Authorised Signatory) : I confirm that the individual above has worked the hours claimed on this
form.I authorise payment and confirm that this claim has not previously been passed for payment.
Input by
MONTH/YR
FORM MUST BE RETURNED TO THE PAYROLL DEPARTMENT BY 5TH OF THE MONTH.
COURSE OR DEPARTMENT
21Ravensbourne identity rules | Frame
22. The frame should always appear in black and can be used on different backgrounds.
ImageryColour
White Grey
22Ravensbourne identity rules | Frame
23. Proportions
X
X
X
X
X
X
X
X
X X X X
As a guide, the corners of the frame
should be a fifth of the shortest side
of your application.
23Ravensbourne identity rules | Frame
24. Proportion exceptions
When using the frame on long, tall
or other unusual shapes, the 1/5 rule
does not need to be used.
24Ravensbourne identity rules | Frame
25. Frames for screen
iPhone 6 plus
iPhone 6
iPhone 5S
Instagram post1920px x 1080px
1366px x 768px
1024px x 768px
Facebook post
25Ravensbourne identity rules | Frame
26. Frames for screen with wordmark
iPhone 6 plus
iPhone 6
iPhone 5S
Instagram post1920px x 1080px
1366px x 768px
1024px x 768px
Facebook post
26Ravensbourne identity rules | Frame
31. Frame rules
Use the 1/5 rule so the frame
isn't too small or too big
Only use one frame at a time
Don't place the frame too
close to the edge
Only use the frame in black
Don't change or add
to the frame in any way
The frame and logo should not
be locked together
Don't draw your own frame
Choose images carefully so
you can clearly see the frame
31Ravensbourne identity rules | Frame
33. Our wordmark
Our wordmark is bold and confident,
and has been designed to have
maximum impact and legibility
at large and small sizes.
33Ravensbourne identity rules | Wordmark
34. Clear space
Our wordmark should be given as
much space as possible to stand out.
The clear space should not be
used when locking the wordmark
to the frame.
34Ravensbourne identity rules | Wordmark
35. Our wordmark can be centred,
or positioned in the top left
or bottom left corner.
Position
35Ravensbourne identity rules | Wordmark
36. Size
Our wordmark should be scaled
according to the size of the application.
As a guide, it can appear full width,
half width, a third of the width or a
quarter of the width, excluding margins.
1920px x 1080px
A2 — A1
A6 — A3
Mobile
X
X
XX
XX
X X XX
36Ravensbourne identity rules | Wordmark
37. Smallest size
To ensure maximum legibility online
and in print, the wordmark should not
appear smaller than 100px or 20mm.
100px
20mm
37Ravensbourne identity rules | Wordmark
38. The wordmark can be locked to the bottom left or top left of the frame.
X
X
X
X
38Ravensbourne identity rules | Wordmark
39. Wordmark rules
Don't change the spacing
between the characters
Only use the wordmark in black
Always use the wordmark
artwork provided
Choose images carefully so you
can clearly see the wordmark
Don't distort the wordmark
Use the clear zone as a minimum
distance from the edge
Don't place the wordmark
in the frame
The frame should always appear
when using the wordmark
39Ravensbourne identity rules | Wordmark
41. Ravensbourne Sans
We have our own typeface.
Unique to Ravensbourne it is
modern, easy to read and gives our
materials a distinctive character.
Extra Bold
Bold
Regular
Ravensbourne identity rules | Typography 41
42. What makes it unique
Distinctive double-story 'g'
Bigger accents Tail to distinguish between
capital 'I' and '1'
gG i J j l
Cca eb fdDouble-story 'a' with
open counter
Different stress to
distinguish between 'd'
Distinct tail Open counter and
emphasized finial
Open counters and
emphasized finials
Different stress to
distinguish between 'q'
Distinctive tail
Emphasised terminal
Open counters Long descenders
rp tq Ss y
Smart quotes Distinctive ampersand Wide numerals that reflect the letter shapes
&“” ? 1 2 3 5 6 9
42Ravensbourne identity rules | Typography
43. Using our typeface
Bold is our preferred weight.
It can be used for large headers
and statements, but also for
smaller, longer body copy.
Regular can be used for large
amounts of body copy.
Extra Bold is reserved
for our logo and wordmark.
43Ravensbourne identity rules | Typography
44. Line length
How long you make your lines of copy has a big impact on how easy it is to read.
As the amount of words in a line increases, your eye has to travel further from
the end of one line to the beginning of the next, causing you to lose your place –
or read the same line twice.
Shorter lines like these are more
comfortable to read than the one above.
Try to aim for about 7—10 words per line.
44Ravensbourne identity rules | Typography
45. Colour
Type should always appear in black
but colour or white can be used
to highlight something important.
97.2% of our students
are employed within
six months of graduating.
We’re proud of our graduates
and like to shout about
their achievements to inspire
others in our community.
“Ravensbourne is creative,
inclusive and entrepreneurial.
We embrace collaboration
and celebrate the cultural
diversity of our staff,
students and partners.”
Professor Linda Drew, Director
45Ravensbourne identity rules | Typography
46. A closer look
Page header
Ravensbourne Sans Bold
40pt
Optical kerning
-20 tracking
Paragraph header
Ravensbourne Sans Bold
14pt
18pt leading
Optical kerning
-20 tracking
Large body copy
Ravensbourne Sans Bold
14pt
18pt leading
Optical kerning
-20 tracking
Quote
Ravensbourne Sans Bold
14pt
18pt leading
Optical kerning
-20 tracking
46Ravensbourne identity rules | Typography
47. A closer look
Large copy
Ravensbourne Sans Bold
40pt
45pt leading
Optical kerning
-20 tracking
Footer
Ravensbourne Sans Bold
8pt
10pt leading
Optical kerning
-20 tracking
Page header
Ravensbourne Sans Bold
10pt
12pt leading
Optical kerning
-20 tracking
Paragraph header
Ravensbourne Sans Bold
10pt
12pt leading
Optical kerning
-20 tracking
Body copy
Ravensbourne Sans Regular
10pt
12pt leading
Optical kerning
-10 tracking
47Ravensbourne identity rules | Typography
48. Alignment
In the frame,
type can be centred
or left aligned
In the frame, type
can be centred
or left aligned
48Ravensbourne identity rules | Typography
49. When our typeface isn’t available
Helvetica Bold
Helvetica Regular
Arial Bold
Arial Regular
49Ravensbourne identity rules | Typography
50. Typography rules
Don't write in uppercaseUse as few weights and sizes
as possible
Our wordmark should not
be used within sentences
Don't use coloured type
on a coloured background
Only use one colour when
highlighting type
Always use smart quotes
instead of dumb
Use coloured and white
type sparingly
Make copy easier to read by
using open leading and tracking
Amazing things
happen here
Amazing things
happen here
We’reproudof
ourgraduatesand
liketoshoutabout
theirachievements
toinspireothersin
ourcommunity.
is creative,
inclusive and
entrepreneurial.
We’re proud of our
graduates and like
to shout about their
achievements to inspire
others in our community.
Amazing
HAPPEN
things
here
IT LOOKS
LIKE WE'RE
SHOUTING
“Smart”
Dumb
50Ravensbourne identity rules | Typography
54. Commissioning photography
Don't commission photography
without contacting the brand team.
Ravensbourne has a library of
commissioned photography.
On the following pages there is
some guidance for commissioning
and selecting photography.
54Ravensbourne identity rules | Photography
55. People
Get in close, capture real intimate
moments and show people
relaxed in the environment.
55Ravensbourne identity rules | Photography
56. Interiors
Capture the quirky details
and show people using
the space and equipment.
56Ravensbourne identity rules | Photography
57. Exteriors
Capture unique shots outside
the building and add warmth
by showing people.
57Ravensbourne identity rules | Photography
58. Events
Get in close and show lively,
animated people.
58Ravensbourne identity rules | Photography
60. Circles
The circles bring energy and colour
into the brand identity, softening it
in places and adding character.
60Ravensbourne identity rules | Circles
61. They can be used to add energy and character to applications.
61Ravensbourne identity rules | Circles
62. Size
There are 3 different sized circles
and they should always be used
at these proportions to each other.
100%
190%
65%
62Ravensbourne identity rules | Circles
63. Colour
The circles can
be coloured…
…or white when
used on a colour
63Ravensbourne identity rules | Circles
64. Circle rules
Only use a maximum of 5 circles
at a time
Don't use transparencies
or add any other effects
Don't change the relationship
between the size of the circles
Don't put the logo in a circle
Only use the circles in white
on a coloured background
Don't position the circles
so they dominate the image
Always use the circles
as solid shapes
Only use the circles in one
colour at a time
64Ravensbourne identity rules | Circles
73. Stationery
Ravensbourne, 6 Penrose Way, Greenwich Peninsula, London SE10 0EW, UK
T: +44 (0)20 3040 3500 E: info@rave.ac.uk W: ravensbourne.ac.uk @Ravensbourneuk
A University Sector College in London.
Dear
Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Aenean commodo ligula eget dolor.
Aenean massa. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur
ridiculus mus.
Donec quam felis, ultricies nec, pellentesque eu, pretium quis, sem. Nulla consequat massa
quis enim. Donec pede justo, fringilla vel, aliquet nec, vulputate eget, arcu. In enim justo,
rhoncus ut, imperdiet a, venenatis vitae, justo. Nullam dictum felis eu pede mollis pretium.
Integer tincidunt. Cras dapibus. Vivamus elementum semper nisi.
Aenean vulputate eleifend tellus. Aenean leo ligula, porttitor eu, consequat vitae, eleifend ac,
enim. Aliquam lorem ante, dapibus in, viverra quis, feugiat a, tellus. Phasellus viverra nulla
ut metus varius laoreet. Quisque rutrum. Aenean imperdiet. Etiam ultricies nisi vel augue.
Curabitur ullamcorper ultricies nisi. Nam eget dui. Etiam rhoncus.
Maecenas tempus, tellus eget condimentum rhoncus, sem quam semper libero, sit amet
adipiscing sem neque sed ipsum. Nam quam nunc, blandit vel, luctus pulvinar, hendrerit id,
lorem.
Sincerely,
Professor Linda Drew
Director
Jamie Breach
Senior Designer
NB Studio
4—8 Emerson Street
London SE1 9DU
Ravensbourne, 6 Penrose Way, Greenwich Peninsula, London SE10 0EW, UK
T: +44 (0)20 3040 3500 E: info@rave.ac.uk W: ravensbourne.ac.uk @Ravensbourneuk
A University Sector College in London.
Professor Linda Drew
PhD FDRS FRSA
Director
Ravensbourne
6 Penrose Way
Greenwich Peninsula
London SE10 0EW
T: +44 (0)20 3040 3631
E: l.drew@rave.ac.uk
@Ravensbourneuk
73Ravensbourne identity rules | Using our brand identity
74. Some rules regarding Ravensbourne word mark.
The name Ravensbourne
should always begin
with a capital R when
referring to it in content
for print mediums and
stated in full.
When referring to
Ravensbourne in
digital domains (social
networks, website,
portals) it should be:
If there are questions
or queries please contact
the brand team for
advice and guidance at
brand@rave.ac.uk.
No reference should be made
to 'Rave' with the exception
of our name label used in the
organisation email alias.
ravensbourne.ac.uk
@RavensbourneUK
@RavensbourneFoundation
@RavensbourneGraphicDesign
@Ravensbournestudentservices
74Ravensbourne identity rules | Using our brand identity
