Corporate Visual Identity

							BOARD OF GOVERNORS CHANGES TO THE CORPORATE VISUAL IDENTITY 2008

This paper reports on the initial output of the University’s Corporate Visual Identity Working Group. The Group’s remit was not to create a new visual identity but to build on significant work by consultants in 2005/6 and to resolve a number of issues that had arisen from that work. This paper summarises the group’s recommendations as presented to and endorsed by EG/Deans in November 08. 1. The University will discontinue the use of the crest in all but the most exceptional circumstances. In practice, we believe this currently means use of the crest only on:  Degree certificates and  Historic buildings (eg entrance to Schoolhill) 2. In order to improve visibility of the University’s name, the following revised logotype will be adopted as the University’s main visual device, (eg in letterheads, business cards, job ads, signage, prospectuses etc). Note that this is subject to final approval by the Lord Lyon King of Arms.

3. The University will drop the use of the definite article in its title in all communications and in its logotype, referring instead to “Robert Gordon University”. The University’s legal adviser has confirmed that no change is required to the University’s legal instruments. 4. Because of limited recognition outwith the north-east, the use of “RGU” as a shorthand or visual device will be discontinued and replaced with the full University name, (with the exception of RGU:Sport, which has built an external brand on this basis). 5. The University will adopt the strapline “Scotland’s professional University” as its main strapline, rooting the institution more firmly within (but not limiting it to) the Scottish educational and professional landscape. 6. The University will adopt pantone 259 (purple) as its primary corporate colour. (The roundel and University name in the above logotype are in this shade of purple.) Testing with current students suggests that purple is associated with the qualities pleasant, vibrant and modern. Purple was

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also the most popular choice when asked which colour they would prefer to see used:
Which colour would you prefer to be used in The Robert Gordon University's branding?

9% 19%

19% Red Blue Purple Green 21% Black

32%

7. In terms of fonts, the University: will:  continue to use Gordon font (which has been the main title font for the last few years) in the University’s logotype, in publication titles and in short headings  introduce Foundry font as its corporate front for use in signage and all other published text, improving legibility and accessibility.

gordon

foundry

In order to main a coherent visual identity, the University will also introduce more detailed guidelines for use in all future requests to establish sub-brands and department logos, as well as to control the use of other logos’ on corporate stationery and advertisements.

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