Working with

our brand:
Visual identity
Colour
We are colourful… Our extensive colour
palette allows for maximum flexibility
when creating communications.
For accessibility, use black or white text
as shown on the colour blocks below.

For more information on colour, visit

ucl.ac.uk/cam/brand

Dark Green Mid Green Bright Green Light Green Yellow

Pantone 5815 CP / 5815 UP Pantone 7495 CP / 583 UP Pantone 390 CP / 388 UP Pantone 7493 CP / 7493 UP Pantone 7408 CP / 7404 UP
CMYK 35 30 100 75 CMYK 42 5 98 29 CMYK 27 0 100 3 CMYK 25 4 44 3 CMYK 0 29 100 0
RGB 85 80 37 RGB 143 153 62 RGB 181 189 0 RGB 187 197 146 RGB 246 190 0
Hex #555025 Hex #8F993E Hex #B5BD00 Hex #BBC592 Hex #F6BE00

Dark Red Mid Red Bright Red Light Red Orange

Pantone 7421 CP / 222 UP Pantone 7622 CP / 1807 UP Pantone 199 CP / 199 UP Pantone 179 CP / 1795 UP Pantone 716 CP / 716 UP
CMYK 18 100 45 67 CMYK 0 97 89 45 CMYK 0 100 72 0 CMYK 0 87 85 0 CMYK 0 61 99 0
RGB 101 29 50 RGB 147 39 44 RGB 213 0 50 RGB 224 60 49 RGB 234 118 0
Hex #651D32 Hex #93272C Hex #D50032 Hex #E03C31 Hex #EA7600

Dark Purple Mid Purple* Bright Pink Light Purple Grey

Pantone 7448 CP / 7447 UP Pantone 2607 CP / 2607 UP Pantone 215 CP / 214 UP Pantone 5225 CP / 5225 UP Pantone Warm Grey 8CP /
CMYK 67 79 24 59 CMYK 83 99 0 2 CMYK 6 100 26 24 CMYK 8 25 4 14 Warm Grey 8UP
RGB 75 56 76 RGB 80 7 120 RGB 172 20 90 RGB 198 176 188 CMYK 17 24 25 49
Hex #4B384C Hex #500778 Hex #AC145A Hex #C6B0BC RGB 140 130 121
Hex #8C8279

Dark Blue Mid Blue Bright Blue Light Blue Blue Celeste*
Pantone 548 CP / 548 UP Pantone 295 CP / 295 UP Pantone 7711 CP / 3135 UP Pantone 550 CP / 550 UP Pantone 635 CP / 635 UP
CMYK 100 21 28 76 CMYK 100 69 8 54 CMYK 98 0 28 4 CMYK 42 7 8 8 CMYK 30 0 7 0
RGB 0 61 76 RGB 0 40 85 RGB 0 151 169 RGB 141 185 202 RGB 164 219 232
Hex #003D4C Hex #002855 Hex #0097A9 Hex #8DB9CA Hex #A4DBE8

Dark Brown Stone Black White Institute of Education Blue

Pantone 476 CP / 476 UP Pantone 7527 CP / 7527 UP Hex #000000 Hex #FFFFFF Pantone 286 CP / 286 UP
CMYK 30 71 75 81 CMYK 3 4 14 8 CMYK 87 59 0 0
RGB 78 54 41 RGB 214 210 196 RGB 50 85 164
Hex #4E3629 Hex #D6D2C4 Hex #3255A4

*Mid Purple and Blue

Celeste are UCL’s
traditional colours.
Typefaces
Arial is UCL’s primary typeface, We also use Garamond
since it is available on all as a secondary typeface.
computers and systems at
UCL. It can be used in any
weight. Helvetica can also be
used where available.

Arial
Type is an integral element
Garamond
Using just one typeface can
in successful communication. be elegant, modern, vibrant
Stick to a maximum or understated…
of three type sizes or weights. It just depends how you use it.
Black or condensed weights Keep it left aligned, never mix
should be used sparingly. alignment styles and never use
Leave some clear space. justified text.
Banner
Our general rule is: if it’s
from UCL, use the banner.
If it’s with UCL, use the logo.
The banner and logo are
rectangular blocks with
the letters UCL cut out
of the shape. Strapline Portico UCL letters
These blocks have been
hand-drawn. The letters
are not the logo.

Text and titles should

sit within this box

Portico UCL letters

Logo
We use the logo when it’s not
possible to use the banner, or
when working with partners.
Introduction to the banner
The UCL banner is not designed to work
as a standalone logo, instead it should
span the width of the page.
Any full tint colour from our colour
pallette can be used.

Always make sure that

there is enough contrast
in the image/background
and the banner.
Banner sizes for standard paper formats
These sizes have been calculated to be To download banner artwork,
most appropriate relative to the page size. visit the brand site
Use this page as a checklist to make sure ucl.ac.uk/cam/brand
that your banner is the right depth.
Download the landscape or portrait file,
then scale up or down to fit your page size.
297mm
10mm 115mm 17mm

10mm

57mm
A3
420mm
10mm 115mm 17mm
10mm

52mm
A3
210mm
10mm 80mm 12mm
10mm

40mm
A4
297mm
10mm 100mm 12mm
10mm

40mm

A4
148mm
8mm 60mm 9mm
8mm

A5
28mm

210mm
8mm 70mm 10mm
8mm

A5
28mm
Banner variants
Variants of the banner are
available for some applications.

For more information contact

[email protected]

The depth of the bar

below the banner
should be the same
height as the portico.

Landscape banner on portrait page.

The banner must always be positioned
on the left hand edge of the page.

Portrait banner on a landscape page.

The banner must always be positioned
on the left hand edge of the page.

Only use the line-only banner on a solid

background – never over an image.
Introduction to the logo
The logo is used when it is not possible
to use the banner, or when we are working
with partners. Don’t attempt to make your
own logo.

Contact [email protected]
for assistance

Positive

To ensure legibility and impact of the logo, there is

an exclusion zone, where no other elements such
as other logos, type or graphics may intrude. Negative

When used on a busy background image, place on When used on a busy background image, place on The standalone can be any colour from the palette
a bounding box. Use the portico as sizing guide. a bounding box. Use the portico as sizing guide.

Don’t reverse it Don’t outline it Don’t add effects

Don’t change the shape Don’t use colours not in the colour palette Don’t change the size or position of the portico

Department title

Don’t add a line below Don’t infill the UCL letters Don’t write inside the logo
Logo sizes for standard paper formats
These sizes have been calculated to be To download logo artwork
most appropriate relative to the page size. visit the brand site
Minimum sizes are extremely important ucl.ac.uk/cam/brand
in maintaining the legibility of the logo
and should be strictly adhered to.
Remember, the logo should be used only
when communicating with partners.

60mm

DEPARTMENT TITLES
CAN BE ADDED
TO THE LOGO
1.5 x logo width

A3 A maximum of
three lines of text
are permitted in the
department title.

40mm

DEPARTMENT TITLES
CAN BE ADDED
TO THE LOGO
1.5 x logo width

A4
30mm 20mm

DEPARTMENT TITLES

A5
CAN BE ADDED
TO THE LOGO Logo minimum size

1.5 x logo width

Examples

UCL LANCET LECTURE 2017

Filling the sexual and

reproductive health funding
gap left by Trump’s global
gag rule
Speaker: Mrs Lilianne Ploumen
Monday 20 November 2017
Registration: 4.30pm
Event: 5pm-6.30pm

At this year’s UCL Lancet The global gag rule forbids

lecture on global health, US development aid from
Dutch MP and former going to organisations which
Development Cooperation “promote abortion”. “Promote”
Minister Mrs Lilianne Ploumen in this context does not require
will speak on sexual and being an abortion provider;
reproductive health. merely informing women
about safe legal abortion is
In particular, Lilianne Ploumen
sufficient. This means that
will talk about initiating the
organisations providing sexual
“She Decides” international
and reproductive healthcare
fund for sexual and reproductive
including for HIV/AIDs, must
health, which was formally
commit not to say or do
launched at a conference
anything to “promote abortion” PUBLIC & CULTURAL
in Brussels in March 2017.
Mrs Ploumen came up with Jayne Kavanagh
if they wish to receive any US
Previous Winners ENGAGEMENT
government funding.
the idea to set up the fund
in response to the expected
_
Come and join us for what 2009/2010
$600m shortfall for family will be a lively and informative
UCL Medical School
planning in the world’s evening on a hot topic in Prize category Winner
poorest countries as a result global health. Winner of the Academic staff category, Grade 8 +
Department of the Year SSEES
of the Trump administration’s
reinstatement of the Mexico
2013/2014 Academic/research staff Caroline Bressey
City policy (aka “global Professional services staff Simon Gould
‘In 2013/14 my colleague Kath Woolf and I ran three Post-graduate student Sabah Haider About the awa
gag rule”).
#UCLLancet17 public engagement events on the theme Doctors’ and Rosie Coates
choices: women’s lives. We used story telling and
Pre-booking essential, please visit:
music to stimulate debate about abortion, FGM and
2010/2011
for Public Engagement
ucllancetlecture2017.eventbrite.co.uk Prize category Winner
breast cancer. Set in UCL’s museums, the events
brought together healthcare providers and medical
Department of the Year Scandinavian Studies _ and students
Academic staff Kath Woolf and create ne
students with members of the public to explore how
doctors’ decisions affect women’s lives. We received
Research staff Robert Adam Previous Winners UCL and the
Professional services staff Subhadra Das
excellent feedback: healthcare providers told us how Post-graduate student Marina Chang
their practises’ had changed, while members of the Four prizes o
public said the events made them think about the 2011/2012 categories of
issues in new ways. Prize category Winner
Running these events and winning the Provost’s Award Head of Department award Joe Cain grade 6/7 and
Academic/research grade 8+ Clare Elwell UCL’s Public
last year also influenced my medical ethics teaching.
Academic/research grade 6/7 Steve Gray
Women I met at the events have come to UCL to talk Professional services staff Karin Charles candidates fo
to medical students about abortion, FGM and consent. Post-graduate student Claire Ross award each ye
These talks have inspired medical students to set up
campaigns like, ‘Viva la Vulva’, as well as organise their prizes have be
2012/2013
own public engagement events.
Prize category Winner
Public engagement is one of the most rewarding Leadership award Judith Stephenson engagement a
aspects of my job, and I’m currently working with Academic/research grade 8+ Sophie Scott
SLMS public engagement lead, Judith Stephenson, and Sara Mole
on a programme of events for International Academic/research grade 6/7 Hannah Fry

Introducing the BREI

Professional services staff Charlotte Frearson working for o
Women’s Day.’
Post-graduate student

2013/2014 are not consid

Prize category Winner engagement f
Career Achievement Award Michael Edwards is characterise
Academic/research grade 8+ Jayne Kavanagh
Academic/research grade 6/7 Dominic Furniss
teaching, or l
Professional services staff Manjula Patrick
Post-graduate student Nadia Abdul-Karim
and Ego Ahaiwe
have delivered
commitment
award winner

www.ucl.ac.uk/public-engagement
[email protected]
@UCL_in_public
Imagery
Strong images are key to the look and
effectiveness of any communications that
you produce. Imagery should be vibrant,
engaging and relevant – it is important to
look through the letters of the UCL banner
and see something interesting.
It is important when using digital imagery
in printed publications, PowerPoint and
online that you are aware of the file size of
your image and also the image resolution.

For more information on imagery, visit

ucl.ac.uk/brand Images should convey a sense of Choose images that match your tone
exploration and discovery; of looking at and appeal to your target audience.
things differently and making an impact.

Less is more – be selective. Images should Apply caution when using close-ups of
always add value to your content. people unless you are sure that you have
their consent to be photographed.

Try cropping an image to create a more Use vibrant, strong images. Avoid dull,
interesting composition. dark muddy images as they may not
reproduce well on screen or in print.

Our naming protocol

UCL is the university’s official name. Certain centres and institutes have In the first reference to a UCL faculty,
Only spell it out in the postal address: “at UCL” in their name instead, institute or school, use the full official
for funding reasons, e.g. name prefixed by “UCL”:
University College London
Gower Street, London MRC Prion Diseases Unit at UCL UCL Bartlett Faculty of the
WC1E 6BT Built Environment
The Wolfson Institute for
Biomedical Research at UCL UCL Institute of the Americas
Use the following format for departments:
UCL School of Pharmacy
UCL English Language & Literature
UCL Mathematics For more information on our editorial
house style and tone of voice visit
Use an ampersand (&) to replace “and” ucl.ac.uk/cam/brand
in UCL faculty and department names.
What you can and can’t do
The banner works with different designs:
be creative with how you use it.
LONDON’S GLOBAL UNIVERSITY

LONDON’S GLOBAL UNIVERSITY

BRAIN
FOOD
GRADUATION FESTIVAL SPECIAL
Public events at UCL:

CEREMONY
May–July 2017

CHINA 2017

Solid colour with type Colour blends Image collage Patterns

Full bleed photography Cut out image Duotone photography Full bleed illustration

Don’t use the letters reversed Don’t add a logo inside the banner Don’t change the shape of the banner Don’t change the size or position
of the strapline or portico

Don’t add effects such as Don’t use colours not in the Don’t fill the banner with a pattern Don’t use a dark coloured banner
a drop shadow colour palette over a dark image
Websites
All UCL websites should Benefits of Indigo Externally-hosted websites
be built in our content It’s responsive: it provides Websites not hosted on
management system multi-device support, from ucl.ac.uk should not carry
(CMS) and use the UCL smart screen to desktop. the UCL banner.
domain name (ucl.ac.uk).
It’s fast: rapid prototyping is
For further information, contact
The Digital Presence team easy with dozens of elements,
[email protected]
in UCL Information Services styles and patterns to use.
Division can assist you.
Creative: it allows for creative
Indigo is UCL’s responsive design while retaining
design language and front- consistent user experience
end development framework and UCL brand identity.
for rapid development and
deployment of UCL websites
and applications.
Working with partners
UCL works with many When we work with partners,
types of partner in a host the way we use our combined
of different ways. branding depends on the weight
of balance in the relationship.
It is in the interests of all parties
to be represented properly, and
For more information
for the relationship to be clear
on partnerships, visit
in the minds of your audiences.
ucl.ac.uk/cam/brand

Scenario 1
UCL as lead partner
This is the most common
partnership type at UCL,
usually where funding bodies
who need to be credited by
adding their logo to your
UCL communications, or
when projects have been
undertaken with help from
another organisation.
Place the partner logo away
from the banner, preferably
in the lower right corner.

Scenario 2
UCL as equal partner

Collaboration
This type of partnership
is usually for research
projects when more than
one university is involved.
Place each logo side by
side, side and at approximately
the same size.

“One of my favourite
subjects is Physics.
I like to share my ideas
and techniques with my
friends during group
practical. It helps when
I work in groups as
we teach each other
techniques that we can
apply in our final exam.”
Mohamed Sufi
EQUULEUS, LEVEL 3

Scenario 3
UCL as multiple/ DISCOVERY
minor partner WITHOUT
BOUNDARIES
Provide the lead partner
with the relevant UCL logo
in eps for print and png for
digital. Never use jpegs.
The lead partner will use their
visual identity and place the
UCL logo appropriately.
Ask for a proof to check that
you are happy with the result
before it is published.
Branding your UCL social
media channels Considerations
Naming your channel Profile icons work in both
Use UCL as a prefix in the circular and square formats.
name of the channel,
Choose two colours from the
e.g. UCL News, UCL History,
UCL palette – or one colour
UCL Art Museum.
and a tint.
Profile icons If you use multiple social media
UCL has official social channels, use the same icon
media icons. Use these for all your accounts, so that
to reassure your audience you are easily identifiable as
that they are following an the same source.
official UCL channel.

To order your social

media icon contact
[email protected]

Video
Video is a powerful tool
through which we can
excite, inform and engage
with our audiences.
Through a combination
of sound and visuals, all our
video content should be
lively and engaging.
The style should be
uncluttered, clear and direct The banner should be used on film title sequences: If there isn’t a title, the logo can be used as
– using high photographic and always use the pre-built Photoshop templates. a watermark for the first five seconds of the film.
production values, simple,
clear graphics and captioning
that don’t get in the way of
the messages.
It is an essential requirement
that all UCL video content
uses subtitles. Templates
are available as pre-built
Photoshop templates.

For more information on

our video guidelines, visit
ucl.ac.uk/brand Lower thirds should be used where identification of a The name caption should be placed on a coloured
person, place or idea, or a chapter heading is needed. 70% transparent holding panel.

As with name captions, subtitles should be placed The logo should be used at the end of the film as
on a 70% transparent holding panel. a sign-off. If the film is in partnership, the rules for
working with partners should be followed.
Branding your department
Use the strapline inside the banner
CHEMICAL ENGINEERING (TIER ONE)
to create your official faculty/institute FACULTY OF ENGINEERING (TIER TWO)
/department logo.
This is your department logo:
do not create any other logos.
Two tiers of type can be used, both
should be set in Arial uppercase,
left-aligned. Tier one should be Arial
bold, tier two should be Arial regular.
You can choose any colour from
the colour palette for your
department logo.

To order your department banner,

contact [email protected]

Add your department or project to

the logo to create a personalised
departmental logo.
Text should be restricted to the field
marked by the pink dotted line. DEVELOPMENT & ALUMNI HEBREW & JEWISH STUDIES
This is your personalised logo: RELATIONS OFFICE
do not use, create or commission
any other logos.

To order your department logo,

contact [email protected]

CENTRE FOR PAEDIATRIC LAWS

INFECTIOUS DISEASES
& MICROBIOLOGY

1.5 x logo width

Merchandise
When creating and ordering branded
merchandise, use the UCL logo.
When ordering small or oddly shaped
items, consider the available print area
of the product (e.g. some pens have
smaller print areas than others) and
choose products that have the most
appropriate size.
Consider the environment and try to
choose eco-friendly or recycled products.

For more information on our

merchandise, visit ucl.ac.uk/brand