The document provides guidelines for using the Cambridge Arts & Cultural Leaders (CA,CL) brand identity. It outlines the core branding elements including the primary and secondary logos, approved color palette, minimum and maximum logo sizes, clear space requirements, co-sponsorship logo usage, and template examples. Typography guidelines specify using Adobe Caslon Pro for body text, subtitles, and titles. The document concludes with examples of incorrect logo usage that should be avoided to maintain branding consistency.

1. Cambridge
Arts & Cultural
Leaders
Branding Identity

2. Cambridge Arts & Cultural Leaders Identity
Core Elements
Our Brand
Our Brandmark
Colour Palette
Minimum / Maximum Size
Clear Space
Co-sponsorship
Template & Usage
Text
Incorrect Usage
1
2
3
4
5
6
7-9
10
11
Cambridge
Arts & Cultural
Leaders

3. 1
Cambridge Arts & Cultural Leaders corporate
identity is directly represented by the visual
elements of the brand position,This allows
the brand to be unified across all means of
representation.
The following pages will show how to correctly
advance in the creation of future pieces of work.
Strict rules have been put in place to ensure that
Cambridge Arts & Cultural Leaders is accurately
unified across all means of representation.
Please follow the guidelines carefully they have
been put in place to ensure that the brand of
CA,CL is built in a elegant and consistent manor.
Our Brand
Cambridge
Arts & Cultural
Leaders

4. 2
Logo
Brandmark Configurations
Primary
Secondary
Stack right
Where ever possible this logo will be used,
for example it can be used for the title of the
information pages that CA,CL produce.
It can also be used at the bottom left of a page as a
stamp from the CA,CL leaders.
Brand mark
The brand mark (secondary logo) can be used
opposed to the primary depending on the intended
use.
For example if for more subtle use of the logo the
secondary logo will be used.
Cambridge
Arts & Cultural
Leaders
Cambridge
Arts & Cultural
Leaders

5. 3
Colour Palette
RGB / HEX
The colour pallet has been carefully selected to
represent the inspiring happy vibe that Cambridge
represents.
The chosen colours for CA,CL have been perfectly
tuned to inspire and excite Cambridge, therefore
no other colour will be required to represent
CA,CL.
The colour selected on each typeface represents the
colour that the solid fill best goes with, for example
red and peach especially goes well together.
Black must only be used at a 95% key for legibility,
This is important for two reasons.The Logo type is
set at a 100% key allowing it to stand out against
the type on the page. It also allows it to connect
with the same vibe as the colour palette.
RGB 209 - 26 - 23
HEX D11A17
CMYK 10,98,98,2
RGB 231 - 100 - 29
HEX E7641D
CMYK 3,71.94,0
RGB 245 - 205 - 189
HEX F5CDBD
CMYK 3,25,24,0
RGB 139 - 200 - 222
HEX 8BC8DE
CMYK 49,6,11,0
RGB 178 - 99 - 153
HEX B26399
CMYK 34.71,11,0
Cambridge
Arts & Cultural
Leaders

6. 4
Cambridge
Arts & Cultural
Leaders
Cambridge
Arts & Cultural
Leaders
60mm 226 pixels
20mm 75 pixels
Cambridge
Arts & Cultural
Leaders
Minimum Primary Logo Size
Minimum secondary Logo Size
80mm / 302 pixels
Maximum primary & secondary Logo Size
40mm / 151 pixels
Logo
Minimum / Maximum size

7. 5
Logo
Clear Space
For maximum impact and definition of the logo a
clear space area is obligatory.This allows the brand
mark to gain full clarification.
This clear space zone around the brand mark shows
the area in which no; graphics; texts; images; or any
other object will be allowed to be placed.
The Clear space is determined by placing a quarter
of the square which is (solid fill of CA,CL logo) all
the way round. It is important that Scale is taken
into account when calculating the clear space,
Otherwise the Logo’s will not be correctly defined.
Cambridge
Arts & Cultural
Leaders

8. 6
Logo
Co-Sponsership
Cambridge
Arts & Cultural
Leaders
When The Cambridge Arts & Cultural Leaders
Logo is placed aside other Sponsors or supporters,
the size and type of logo must be considered.
When the brand mark is in addition to another
singular Logo, it must be in secondary grey scale
only (unless the other logos are going to be printed
in colour in which case the coloured secondary
logo must be used).
Singular Co-Sponsership
Multiple Co-Sponsership
The selection of Logo is important depending on
the style of brand mark that sits beside it. Do not
allow the other sponsors to look more important,
this can be resolved by picking either the secondary
or primary grey scale Logos.This is indicated
bellow.

9. 7
Cambridge
Arts & Cultural
Leaders
Branding Identity
20mm
12mm
12mm
83mm

10. 8
20mm
12mm
12mm
104mm
Cambridge
Arts & Cultural
Leaders
Inspiring Cambridge

11. 9
Logo
Correct Usage Example From Template.

12. 10
Typeface
Correct Usage
The quick brown fox jumps over the lazy dog
The quick brown fox jumps over the
lazy dog
The quick brown fox
jumps over the lazy dog
Adobe Caslon Pro has been selected to represent;
logo, body text, and tiles. It has many attributes
which are similar to those of typefaces which
originated in Cambridge from many years ago.
Having such a versatile typeface such as Caslon
means that no other typeface will be required to
represent the brand. Some simple rules have been
put into place so that the use of type is uniformed
across the brand.
Body text should only ever be displayed 12 pt
unless it’s in a leaflet or magazine in which case it
11 pt will be used.
Sub titles are always set in 16 pt simply because it
sits the nicest under the 24 pt title.
Titles should be set in 24 pt,There is only one
exception if it is being set on a front page of a
document any size between 24 pt and 60 pt can be
selected depending on the clear space on the page.
Adobe Caslon Pro Regular 12 pt
(Body Text)
Adobe Caslon Pro Regular 16 pt
(Sub Title)
Adobe Caslon Pro Regular 24 pt
(Title)

13. 11
Logo
Incorrect Usage
To maintain consistency throughout the brand, it is
essential that the Logo isn’t altered in anyway.
Below are just a few variations of the logo that
should never be used.The master Art work is the
only logo that should represent the CA,CL and
therefore no other modifications to the brand mark
will be required.
Do not change the
colour of the type.
Do not change the
background colour.
Do not outline the
type.
Do not add a back
ground texture.
Do not add a border. Do not change the
scale.
Do not change the
colour of the type.
Do not add an image
on the background.
Do not delete the
background solid.
Do change the type
to outlines.

14. www.cam.ac.uk/inspiringcambridge