1 AoC BRAND GUIDELINES. Brand Guidelines This is what we look like

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1 1 AoC BRAND GUIDELINES Brand Guidelines This is what we look like

2 2 AoC BRAND GUIDELINES Contents 3 Who we are 4 Our audience 5 Our mission 6 Our values 7 Our logo 17 Our fonts 21 Our colours 25 Our imagery 29 Our brand in action 40 Brand snapshot

influence for colleges across England, ensuring students

3 3 AoC BRAND GUIDELINES Who we are The Association of Colleges provides support, guidance and governmental influence for colleges across England, ensuring students reach their potential, have a better college education and a brighter future.

Affiliate subscribers benefit from AoC s market intelligence, excellent marketing opportunities and special conference rates.

of our varied member colleges. Employees Head Office and four local offices. End User Students 20,000 14 to 15-year-olds enrolled in college.

4 4 AoC BRAND GUIDELINES Our audience External Colleges Further education, sixth form, tertiary and specialist colleges across England. Around 95% of the sector. Affiliate subscribers Accountancy companies, law firms, awarding bodies, local authorities and universities. Affiliate subscribers benefit from AoC s market intelligence, excellent marketing opportunities and special conference rates. Internal Board One principal from each of our nine English regions, a maximum of seven governors and further members who represent the interests of our varied member colleges. Employees Head Office and four local offices. End User Students 20, to 15-year-olds enrolled in college. 744, to 18-year-olds choosing to study in colleges instead of schools. 75, to 18-year-olds undertaking apprenticeships. 1.9 million adults studying or training in colleges.

5 5 AoC BRAND GUIDELINES Our mission Our single aim. To create a brighter future for students by improving the standard of colleges Thanks to our reputation and experience, we re able to influence and help implement government policy that affects students and colleges. We re also here to help with the day-to-day challenges colleges face through our support services. Put simply, we support colleges to encourage their students to go on to achieve great things.

6 6 AoC BRAND GUIDELINES Our values PASSIONATE CHALLENGE AUTHORITY AoC expects all staff and associates to: Be passionate about students and their colleges; Our core values sum up the culture of our working environment. Be challenging of government, policies, our stakeholders and each other; Act with authority in the way we deal with colleges, stakeholders and each other. If you care about the future of education, the future of colleges and our future generations, the Association of Colleges is an exciting place to be. At the end of the day it s all about the student. Everything we do is focussed on their future and their success. We re PASSIONATE about the development and success of students, the colleges they go to and the communities these students will one day be part of. We CHALLENGE Government and use our reputation and expertise to help influence policy for the good of colleges across the UK. Our ethos of students first runs through the heart of our organisation and the people who work here. We have the knowledge and AUTHORITY to deliver the best, most useful support services and advice to our Members. They will always know they can trust and depend on us.

7 7 AoC BRAND GUIDELINES our logo Our mark represents our unity as a stand out brand in our industry.

8 8 AoC BRAND GUIDELINES Our brand The linking and overlapping of the letters represents the coming together of the business internally, one organisation, one voice and also how colleges and the association unite for the benefit of students and their communities. This identity consolidates all letterforms as one united mark yet brings the a and the c to the forefront demonstrating how the Association and Colleges have an equal part to play in supporting students and their futures. The curved edges and circles soften the identity and reflects the friendly nature of the organisation behind the brand.

9 9 AoC BRAND GUIDELINES Logo variations and usage Primary logo Variations The primary logo should be used as a base identity, firstly in the colour format below, or the white out version if not possible. For mediums that require a thinner logo treatment, the strap version should be used. Strap logo Always ensure the logo is legible and clear of any obstruction. When applying a coloured logo, ensure there s sufficient contrast on either a light or dark background. The logo is supplied as a set of artwork master files. These are the only files to be used. DO NOT recreate or change the AoC word mark in any way. The name written When the name is written and Association of Colleges does not fit, the abbreviated version can be used but must at all times capitalise the words Association and Colleges like below. AoC

10 10 AoC BRAND GUIDELINES Clear space rules The logo must be displayed with an amount of empty space surrounding it. Use the identity formula to proportionally adjust the size of minimum space around the brand mark. The space guideline formula is in proportion to the size of the identity. The formula for the minimum allowed space around the identity is: 1x the height a in the word AoC. Clear zone and minimum height A minimum clear zone equivalent to the height of the a should be allowed around all edges. The logo should not be reproduced any smaller than 32/17mm width. Minimum width Print - 32mm Digital - 110px On a solid colour only Minimum width Print - 17mm Digital - 160px On a solid colour only

11 11 AoC BRAND GUIDELINES Print colours Shown here are colour breakdowns including Pantone references for litho printing, CMYK for process/digital printing. Pantone & CMYK Wise Teal Pantone 7467C C92 M0 Y30 K0 Slate Grey Pantone 447C C0 M0 Y0 K90 Snow White C0 M0 Y0 K0 R255 G255 B255 Grey version When you can t print in colour, the grey version of our logo can be used as an alternative. The grey logo version should never be used on screen.

12 12 AoC BRAND GUIDELINES Screen colours RGB HEX Wise Teal R0 G163 B183 Slate Grey R60 G60 B59 Snow White R255 G255 B255 Wise Teal HEX #00A3B7 Slate Grey HEX #3C3C3B Snow White HEX #FFFFFF Colours will always vary from screen to screen. Please refer to the final HEX Values in the Web design CSS files for website colours.

13 13 AoC BRAND GUIDELINES Our reverse logos When used over colour or with photography, the white out version can be used in either the primary identity or the strap version. Reverse logos When using the reverse logo on solid colour, the minimum tint any of the colours in the AoC palette can be is 60%. Any less and the logo becomes less legible. Reverse logo on photography When using the reverse logo on photography, the image must work well with the logo and the logo must still be legible.

14 14 AoC BRAND GUIDELINES Unacceptable uses The AoC logo should not be changed or warped in any way. Here are some examples of how our logo should NOT be used. 1. Drop shadows Do not use drop shadows with the logo. 2. Angle Do not angle/tilt the logo. 3. Logo and background colour Do not recolour the logo and ensure it doesn t clash with the background colour chosen. 4. Squashing the logo Do not squash or stretch the logo. 5. Tint/opacity No tints or percentages of opacity of the logo should be used at any time. 6. Background images Make sure the background you are using works well with the logo chosen.

15 15 AoC BRAND GUIDELINES Acceptable background tints 100% - C92 M0 Y30 K0 40% - C92 M0 Y32 K0 These are examples of all colours and colour tints that can be used with the different logos. 80% - C92 M0 Y30 K0 20% - C92 M0 Y32 K0 Tint percentages that are acceptable for each colour in the AoC palette are: 100% 90% 80% 70% 60% 60% - C92 M0 Y30 K0

16 16 AoC BRAND GUIDELINES Other logos Awards & Charitable Trust We also have a logo for our Charitable Trust and for each of our annual awards which are all extensions of the main identity. How the brand for each of these is used and presented is just as important as the masterbrand. The same principles that are applied to the masterbrand should be applied to the regional logos.

17 17 AoC BRAND GUIDELINES our fonts Our typeface and type style is essential to our identity.

18 18 AoC BRAND GUIDELINES Brand fonts Nexa Bold is our logo font. It is to be used only for headings and subheadings. Open Sans is our brand body copy font. & Nexa Open Sans Font weights of Nexa Bold a b c d e f g h i j k l m n o p q r Font weights of Open Sans a b c d e f g h i j k l m n o p q r

19 19 AoC BRAND GUIDELINES Print fonts Font weights of Nexa Bold a b c d e f g h i j k l m n o p q r Headings Nexa Bold is to be used as the heading and subheading font on all print collateral. Body copy Open Sans Light is our body copy font for both digital and print design. There are a selection of weights for Open Sans to help emphasise messaging through contrasting weights and use of both upper and lower case. Our general rule for body copy is to keep it simple and legible. By this, we mean giving the body of paragraphs enough breathing space in the leading. Try to make the leading point size 120% more than the type size. Font weights of Open Sans j k l m n o p q r s t u v w Light s t u v w x y z A B C D E F G H J K L M N O P Q R S T U V W Regular Bold % & * Extra Bold

20 20 AoC BRAND GUIDELINES System fonts Headings Open Sans Bold should be used for all digital headings and subheadings. Font weights of Helvetica J K L M N O P Q R S T U V W % & * Bold Regular Body copy Open Sans Light is our body copy font for both digital and print design. When Open Sans is not available then Arial is a good replacement for the PC and Helvetica for Mac. e.g. marketing, for example, where Open Sans is not available, the next font to show will be Helvetica then Arial. Font weights of Arial 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 ABCDEFGH Regular Bold

21 21 AoC BRAND GUIDELINES our colours Our versatile colour palette is both vibrant and neutral, appealing to our students, colleges and our staff, whilst being stand out enough to separate us from any competitors.

22 22 AoC BRAND GUIDELINES Our brand colours There are specific colour values for print and on-screen environments. Shown here are colour breakdowns including Pantone references for litho printing, CMYK for process/digital printing and RGB/HEX for anything on-screen. Colours will always vary from screen to screen. Please refer to the final HEX Values in the Web design CSS files for website colours. Snow White C0 M0 Y0 K0 R255 G255 B255 HEX #FFFFFF Our palette The vibrant turquoise shade synergises the rebrand, symbolising student futures in being a refreshing, energetic colour that communicates the enthusiasm and wisdom of not only AoC, but its students and colleges all as one united power. The dark grey secondary colour retains the heritage, knowledge and standing in industry AoC are known for, pulling the vibrant colour into a sharp, yet refreshing colour palette. Wise Teal Pantone 7467C C92 M0 Y30 K0 R0 G175 B189 HEX #00AFBD Slate Grey Pantone 447C C0 M0 Y0 K90 R60 G60 B59 HEX #3C3C3B

23 23 AoC BRAND GUIDELINES Supporting colours 80% tint 60% tint Logo colour, headings and sub heading Main background colour and zones Antique Silver Pantone 421C C0 M0 Y0 K40 R167 G169 B172 HEX #A7A9AC Call to action only (Colour button white text) These colours have been chosen to support and not compete with the brand logo colours. With the natural subdued colours you will be able to create zones without overpowering the screen or page. Dusty Amber Pantone 143C C5 M31 Y90 K0 R240 G179 B55 HEX #F0B337 Deep Marine Pantone 7707C C92 M39 Y30 K24 R0 G103 B128 HEX # Muted Raspberry Pantone 710C C10 M87 Y51 K0 R219 G72 B98 HEX #DB4862

If the main background colour is not white then it is best to stick with one other colour or tint from the colour palette.

24 24 AoC BRAND GUIDELINES The balance of colour The supportive colour palette is to be used with restraint and not overdone. When the background colour is mainly white then more of the colour palette can be used to zone off sections. If the main background colour is not white then it is best to stick with one other colour or tint from the colour palette. Heading one Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetur adipiscing elit laboris nisi ut aliquip sed do eiusmod. Sub heading Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris. CALL TO ACTION A strong sized main heading to introduce the content Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Sub heading with its own strength, reinforcing but appearing slightly muted next to main heading Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Stat styling using the versatile AoC palette

25 25 AoC BRAND GUIDELINES our imagery Our selection of imagery speaks volumes about what we value as a brand. Soft, lifestyle with strong focus on our students futures.

students first hand, the support they receive and

Lighting Keep your selection airy and bright, warm with

Natural daylight or atmospheric room lighting gives a real and

26 26 AoC BRAND GUIDELINES Using images Our photography is an integral element of our identity and characterises our main focus, our students. The following is some general guidance on what you ll need to look out for when selecting imagery. Style Use lifestyle photography that really depicts the students first hand, the support they receive and accomplishments. As natural as possible. Lighting Keep your selection airy and bright, warm with engaging colourful accents. Natural daylight or atmospheric room lighting gives a real and warm feel. Composition Think about the interaction of the image with the text. Allow it to breathe and intertwine a joint meaning opposed to being polar opposites. Keep clutter free, with plenty of clear space in the composition.

character to imagery and body copy. Ensure white space is retained when using this device. Don t make the design too busy.

27 27 AoC BRAND GUIDELINES Devices to support design The following design devices may be used to help reinforce imagery and add style to the brand. Circle shapes The encompassing circular rhythm of our brand allows us to use the circle in either an inversed or solid capacity to add character to imagery and body copy. Ensure white space is retained when using this device. Don t make the design too busy. Cropping of images Similar to the shape device, images may be cropped within the circle shape and allowed to bleed off the edge of pages to add intrigue and pull the brand together. Remember your image positioning within the cropping, not forgetting about the main focus of your image. Colour overlays Overlays can also be used over imagery to enhance and stylise but should be no lighter than 60% opacity, not be used with the logo and be free from effects.

28 28 AoC BRAND GUIDELINES Watchouts Multiply or monotone Do not use. For colour overlays the shade should not be less than 60% opacity and without any effect applied. Watch image resolution Low quality imagery cheapens the brand. Any deviation from our imagery style can ruin our appearance. Our brand photography style is a vital element to the essence of our brand. It s essential that the right photography style and subject matter is used. So please take great care when choosing photography and stay clear of these watchouts. Staged photography Don t stage the photo so it looks forced. Keep a natural feel. Clip art Don t use any clip art or illustrations.

29 29 AoC BRAND GUIDELINES our brand in action How our new mark will stand out across all mediums.

30 30 AoC BRAND GUIDELINES Web design

31 31 AoC BRAND GUIDELINES Social media

32 32 AoC BRAND GUIDELINES Television

33 33 AoC BRAND GUIDELINES Poster design

34 34 AoC BRAND GUIDELINES Layout

35 35 AoC BRAND GUIDELINES Responsive

36 36 AoC BRAND GUIDELINES In your hands

37 37 AoC BRAND GUIDELINES Individual identity

38 38 AoC BRAND GUIDELINES Stationery

39 39 AoC BRAND GUIDELINES Exhibition

40 40 AoC BRAND GUIDELINES Brand snapshot Logo Typography Colour palette Values Fixed elements Nexa Bold Open Sans Passionate Authority Challenging Flexible elements Photography Photography Design devices Brand in action

41 41 AoC BRAND GUIDELINES need more help? Ask our brand team For any further AoC brand guidance or just want to get hold of a logo file or other brand asset, contact our AoC Communications team who will be happy to help. 2-5 Stedham Place, Off New Oxford Street, London WC1A 1HU comms@aoc.co.uk

Branding guidelines - V /08/23 - Company confi dential - Internal use only

Branding guidelines - V /08/23 - Company confi dential - Internal use only Branding guidelines - V 1.0 2012/08/23 - Company confi dential - Internal use only The following visual identity guidelines are designed to achieve the highest level of consistency throughout communications