Brand guideline pack

1. Age UK Home & Brand Guideline Pack
A guide to using the ‘Home &’ identity, a new brand of a
homeware store and social space, supported by Age UK.

2. Index
1 Logo
1.1 Logotype Size
1.2 Logo Black & White
1.3 Logo Isolation Area
1.4 Logo Do’s & Don’ts
2 Colour
2.1 Colour Scheme
3 Disciplines
3.1 Individual Disciplines
4 Typography
4.1 Home & Typography
Contact us

3. 1.1 Logotype size
The Home & logo should not be redrawn, edited or altered in
any way. Skewing, squashing and stretching are not
permitted. The top of the ‘&’ must be aligned with the top of
the lettering.
The recommended
minimum logotype
length is 30mm.

4. 1.2 Logotype (Black & White)
When printed in black & white the logotype can be either
solid black on white or white out of black.

5. 1.3 Logo Isolation Area
The logo must be printed at a legible size as stated in 1.1
and should never have any other object within the below
area. There should be a clear space on all four sides as
shown. The clear space around the logo must be no less
than the width of one of the cropmarks.
&

6. 1.4 Logo Do’s & Don’ts
As stated in 1.1, the logo must never be skewed, squashed,
stretched or distorted in any way. Pixelation is also not
permitted. For visibility reasons, the logo must never be
situated on a busy background.

7. 2.1 Colour Scheme
Home & has its own colour scheme, ‘Scandinavian Pastel’
which must not be changed or edited. All colours must
follow the below, with print in CMYK and web in RGB. The
below shows the proportion given to each colour, with the
larger percentage colours being primary.
(H - Hue, S - Saturation, B - Balance)
#C2D0D6
C= 28 M= 13 Y= 14 K= 0
R: 194 G: 208 B: 214
H: 197 S: 9 B: 83
#F6EFE4
C= 4 M= 6 Y= 12 K= 0
R: 246 G: 239 B: 228
H: 35 S: 7 B: 96
#C9C5BE
C= 24 M= 19 Y= 24 K= 2
R: 201 G: 197 B: 190
H: 38 S: 5 B: 78
#E7DDD2
C= 11 M= 13 Y= 18 K= 0
R: 231 G: 221 B: 210
H: 31 S: 9 B: 90
#DEEBE0
C= 16 M= 2 Y= 15 K= 0
R: 222 G: 235 B: 224
H: 128 S: 5 B: 92

8. 3.1 Individual Disciplines
There is an individual logo for each activity within the hybrid
community space of the store. This is left open for the
introduction of possible new ideas. The activity remains
consistent in terms of font, and must not be distorted or
changed in any way, see section 1.4. The sub-font must be
16pt smaller than ‘HOME.’

9. 4.1 Typography
Roboto Thin is the font used for the entire logo, including ‘&’
This font is only permitted. For ‘H ME’ and the sub-activity, a
stroke of 1pt is added. The ‘&’ remains 0 stroke.
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? &
Roboto Thin
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
1 2 3 4 5 6 7 8 9 0 ! ? &
Roboto Thin with 1pt stroke

10. Contact us:
If you have any questions or queries about how to use the
Home & brand, please contact us on:
Rochelle Bulloch: rochellebulloch@outlook.com
Designer
Dan Phillips: DJPhillips1@uclan.ac.uk
Artwork Manager
Steve Brindle: SPBrindle@uclan.ac.uk
Department Manager