Division of Corporate Affairs and Planning VISUAL IDENTITY GUIDE NUMBER 5 Using the logo on University merchandise and gifts www.le.ac.uk/marketing
2 UNIVERSITY OF LEICESTER DIVISION OF MARKETING AND COMMUNICATIONS Using the logo on University merchandise and gifts Well-produced merchandise and gifts help to build brand awareness and are good tools for public relations building. This guide describes University guidelines for a core range of goods, including clothing. General principles This guide gives guidelines for the production of three different types of merchandise: items made of flexible material such as clothing, umbrellas, bags and folders; items made of rigid material such as pens, pencils and mugs; and printed material such as notebooks. All logo-branded items will have a similar look in order to create a cohesive range. Only items with a black or dark blue, or red background may be used for logo-branded merchandise. A full colour University logo should be used in preference. However, a new single colour version of the logo has been produced for printing in white or silver. This should only be used on branded merchandise when cost or technical limitations prohibit the use of a colour logo. Permission to use the words University of Leicester instead of the logo must be sought from Helen Pennack, Head of Marketing and Communications. When requesting new promotional merchandise material from suppliers you are responsible for seeking their assurance that our logo will be reproduced clearly. For items that will be manufactured in large quantities it may be advisable to see a proof of the logo on the item using the actual method of reproduction. Further advice A University logo kit, suitable for the items described here, is available from: Angela Chorley Manager, Design Services Division of Marketing and Communication 0116 252 5168 anc@le.ac.uk Core item list Flexible material: fabric, vinyl and leather items normally embroidered or screen printed Clothing such as hoodies, sweatshirts and t-shirts Baseball caps Umbrellas Conference folders/ring binders Baseball caps Bags, including carrier bags Rigid material: includes pens and pencils and ceramic items Standard University give-away pen Executive and other pens Pencils Mugs Printed material: including stationery Notebooks and diaries Postcards File paper pads Items for special promotions and campaigns These must be designed for manufacture by Design Services: contact designservices@le.ac.uk
VISUAL IDENTITY GUIDE NO. 5 USING THE LOGO AND CREST ON UNIVERSITY MERCHANDISE AND GIFTS 3 The colour palette for branded merchandise Logo colours Only items with a black, dark blue or red background may be selected for core branded merchandise. As items will be provided by a number of suppliers it is not always possible to specify an exact Pantone match for the background colours. However, please try to select those which most closely match the colour references given here. Background colours Pantone Black Pantone 280 Pantone 485 Black Pantone Warm Red Pantone 143 White* Pantone 877 (silver) *White counts as a colour for some reproduction methods The logo for branded merchandise Two versions of the logo are available for branded merchandise: a full colour version with white text and a single colour version for printing in either white or silver. No other colours must be used to reproduce the logo. Both logo versions are shown below at 120 mm wide. Acceptable embroidery Some loss of detail is unavoidable. This example on a baseball cap is acceptable (shield width distortion due to perspective in photo). Unacceptable screen printing The logo was too small to render correctly. This example on a wallet is therefore unacceptable.
4 UNIVERSITY OF LEICESTER DIVISION OF MARKETING AND COMMUNICATIONS The logo on flexible material: fabric, vinyl and leather These items will probably be screen printed or embroidered. Large quantities can sometimes be printed properly before the item is made up, if enough lead time is allowed. Please note that the logo is very detailed. Special techniques such as embroidery or screen printing may only be of acceptable quality if the logo is fairly large. Logo placement on ring binders, folders and bags may be in the top left or bottom right (minimum width 90 mm recommended). Leave a space equivalent to a shield width around the logo. Logo placement On hoodies and t-shirts logos should be placed traditionally on the wearer s chest, left-hand side. For conference folders, ring binders and bags the logo can be placed at either top left or bottom right (see box right). For embroidery and screen printing the supplier will create a disk file from our logo file, which they should archive so that it can be reused on future orders. If possible use the same supplier and disk so that quality and consistency can be maintained across the range. Alternative position for logo See below for the minimum recommended width for embroidery: 120 mm wide Estates Department (Departmental or society names can be placed below the logo. Arial Bold or Frutiger Bold should be used.) 9 mm clearance or height of cap U in logo
VISUAL IDENTITY GUIDE NO. 5 USING THE LOGO ON UNIVERSITY MERCHANDISE AND GIFTS 5 Ambassador Hoodies, sweatshirts and t-shirts must be either black, dark blue or red. Note: student ambassadors and exams office helpers wear red garments. Examples of the logo printed on flexible material The list of core products is not definitive and additional items may be added providing the logo can be clearly reproduced. Items are represented here for illustration only. The logo on umbrellas will probably be larger than the minimum size.
6 UNIVERSITY OF LEICESTER DIVISION OF MARKETING AND COMMUNICATIONS The logo on rigid material: plastic and ceramic These items will most likely be screen or inkjet printed. The logo will probably reproduce with greater clarity on a hard surface such as plastic, depending on surface texture. For this reason the logo can be smaller than for items made of flexible material. In 2009 the Nero pen, made with recycled ABS plastic, was identified as a good basic pen and is recommended for giving away. Its black plastic base colour enables effective reproduction of the University logo using only three colours. Good quality screen printing on the Nero pen sets it apart from others we have seen. A note about branded give-aways: the University Bookshop stock many items suitable for giving away at open days and conferences. For further information: 0116 229 7440 bookshop@le.ac.uk or visit the web site: www.le.ac.uk/bookshop/ Measurements are shown below for the minimum logo size of 50 mm: This pen is made from recycled plastic clearance of height of cap U in logo 50 mm wide Examples of the logo printed on rigid material The pens illustrated here are Senator Super Hit ECO ballpens. The shape of these is similar to the Nero pen above and would be a good alternative or to extend the range. It is not cost-effective to print pencils with more than one colour. White or silver may be used to print the new single colour logo. Acceptable screen printing on a pen This example uses the base colour of the pen to create black in the logo.
VISUAL IDENTITY GUIDE NO. 5 USING THE LOGO ON UNIVERSITY MERCHANDISE AND GIFTS 7 The logo on printed material: notebooks and diaries These items will be offset litho printed and, whenever economically possible, the logo should be in colour. The rules for printed merchandise will broadly follow the guidelines for general University printed material, as described in Visual Identity Guide Number 1. However, as merchandise and gifts will be used as souvenirs and mementos, the University logo is larger. Artwork for printed merchandise must be set up by Design Services. Examples of A4 and A5 notebooks Mugs can be printed on both sides with the logo at approximately 70 mm wide centred on each side. An 80 mm logo is positioned top left. It is placed a shield width or more, depending on binding, from the edge of the page. The cover can be printed on glossy card or laminated for durability.
8 UNIVERSITY OF LEICESTER DIVISION OF MARKETING AND COMMUNICATIONS Finally The examples in this guide are supplied to illustrate the principles of creating a cohesive range of merchandise and gifts. The principles can be applied to other items not included in this guide. A University logo kit, suitable for the items described here, is available from: Angela Chorley Tel: 0116 252 5168 Email: anc@le.ac.uk Preferred promotional merchandise suppliers It is important that the best possible quality is achieved for the University. The following are approved suppliers who have worked with us in the past. EXTRAVAGANZA First Floor 101 London Road Leicester LE2 0PF Tel: 0116 285 2417 Fax: 0845 862 1101 Contact: Aarti Parmar Supplied the Nero standard giveaway pen. Can also supply a huge range of material, including clothing. Further information This booklet is part of a series describing how to apply the University of Leicester s Visual Identity. Further information is available from the Division of Corporate Affairs and Planning web site: www2.le.ac.uk/offices/marketing/advice/visual-identity/visid-booklets University of Leicester 2010