Module one Elements and usage. Brand identity guidelines

Transcription

1 Module one Elements and usage Brand identity guidelines

2 1. Contents 2.1 Our mission 2.2 Our brand 2.3 Our brand identity 2.4 At a glance 3.1 Our logos and their uses 3.2 Our logo 3.3 Minimum logo sizes 3.4 Logo positioning 3.5 Logo reproduction 3.6 Exceptional use logo 3.7 Sub-identity logo relationships 3.9 Grant Award logos 3.10 National Lottery distributor logo 4.1 Core colour palette 4.2 Supporting colour palette 5.1 Primary Typeface 5.2 Secondary Typeface 5.3 Substitute Typeface 5.4 Creative typography 5.5 Headings 5.6 House writing style 5.7 Accessibility 5.8 Paper and print 5.9 Grids 5.10 Grids A4 and A Grids DL and A5 6.1 Imagery 6.2 Funded project photography 6.3 Commissioned and photo library imagery 6.4 Illustration 7 Contact

3 2.1 Introduction Our mission Arts Council England works to get great art to everyone by championing, developing and investing in artistic experiences that enrich people s lives. As the national development agency for the arts, we support a range of artistic activities from theatre to music, literature to dance, photography to digital art, carnival to crafts. Great art inspires us, brings us together and teaches us about ourselves and the world around us. In short, it makes life better. Using our mission and mission statement Our mission statement is a brief sentence communicating the purpose of Arts Council England. It is most frequently used for internal purposes. Our full mission (also known as standard wording ) builds on the mission statement and gives additional context to it. It should be used when we need to communicate with external audiences about what we do and what our ambitions are as an organisation. The words of this text should not be edited or the paragraphs moved about. However this text has been written in a logical order, so paragraphs can be cut from the bottom up, without affecting the overall message. Between 2008 and 2011 we ll invest in excess of 1.6 billion of public money from the government and the National Lottery to create these experiences for as many people as possible across the country. Mission statement To get great art to everyone by championing, developing and investing in artistic experiences that enrich people s lives.

4 2. Our brand Arts Council England is a unique organisation. We champion, fund and develop the arts across England. Our brand has the arts and creativity at its core. It represents the artists and arts organisations we celebrate and support, and shows that we nurture creativity and encourage individual engagement. We re an advocate for the arts community, as well as a promoter of the arts, so our brand should be confident, vocal and visible. It s important that our brand reflects the trust placed in us by the Government, National Lottery and the public. They rely on us to be an authority on the arts and to use our expertise and judgement to make wise decisions about arts funding and development. So our brand not only has to show we aspire to be contemporary and forward-thinking, but also that we are responsible, trustworthy and accountable. We promote openness and diversity in our work, and across the arts. This is embodied through our brand and is integral to our relationships with artists, arts organisations and the public.

5 2.3 Introduction Our brand identity Our brand identity has been developed to communicate the essence of our brand. It is designed to encourage creativity and be flexible enough to allow us to be expressive, engaging and contemporary. It also enables us to develop different faces to suit the audiences we re targeting. Our identity should always be used in a way that focuses on creativity, innovation and accessibility. This will create a strong, coherent and recognisable brand; a look and feel that helps us convey our messages effectively. These guidelines have been developed to offer guidance and support to everyone who works at Arts Council England, our partners and the agencies who are involved with our marketing and communications. The consistent elements of the identity give our communications a structure and a high level of quality and professionalism. This provides a platform to communicate creatively through the introduction of other elements, such as creative typography and illustration, where it is appropriate to do so. Our brand identity is designed to strike a balance between creative freedom and the consistent application of elements such as our logo, core colours and typefaces, which gives us a distinctive and recognisable presence.

6 2.4 Introduction At a glance Logo Colour palette The core elements of the Arts Council identity makes our brand instantly recognisable. These elements are: our logo our typefaces our colour palette Typefaces Frutiger New Baskerville

7 3.1 Logo Our logos and their uses Arts Council England logo Arts Council England exceptional use logo Arts Council England logo working with sub-identity logos Grant award logo National Lottery grant award logo This is an overview of Arts Council England logos and their uses. General guidance on when to use these logos and how they can be obtained can be found below. Arts Council England logo This is the standard logo which will be used on all Arts Council England communications. It can be obtained by contacting the marketing and brand development department at national office. Arts Council England exceptional use logo This version of the logo can be used in exceptional circumstances where the roundel needs to be supported by the additional wording, to make it as clear as possible. Exceptional circumstances could include when the logo is featured in a line up of logos, or if it has to feature below the minimum size. If you think you need to use this version of the logo please contact the marketing and brand development department at national office. Arts Council England logo working with sub-identity logos This relationship is to be used when the Arts Council England logo is required to be seen alongside sub-identity logos. See section 3.5. Grant award logo This logo is to be used by all regular funded organisations. It can be downloaded along with guidelines for its use at National Lottery grant award logos This logo is to be used by all recipients of Grants for the arts funding. It can be downloaded along with guidelines at

8 3.2 Logo Our logo The Arts Council England s logo must be clearly visible wherever it is used. It is essential that our logo is used correctly and consistently in all communications. It must never be redrawn or modified.

9 3. Minimum logo sizes Minimum size 15mm Minimum size usage To make sure that the logo is always readable and recognisable, it must be reproduced at 15mm as a minimum size. A small use version of the logo is available for situations where the logo is required to be used below the minimum size. See section 3.6 for more details and how to obtain this version of the logo. DL and A5 page formats 18mm 36mm A4 page formats 25mm 50mm Recommended sizes for different page dimensions There are also recommended minimum sizes for a variety of page dimensions. The size of the logo on a page is affected by many variables, including hierarchy of information, contrast, layout, ownership of the page etc. Shown here are recommended minimum logo sizes for various page formats. Use these sizes wherever possible to maintain consistency across all communications. To calculate a minimum size for any other size paper, we recommend referring to the logo size for an A4 page and enlarging proportionally within the design package, eg Adobe Indesign. For example, for an A1 format, the logo appears at a height of 70mm. A3 page formats When reproducing the logo on screen and on the web, it must be clearly visible. A minimum height of 70 pixels has been set to ensure this. A2 page formats 70px Screen and web

10 3.4 Logo Logo positioning Exclusion zone The exclusion zone (indicated by the solid line) is the minimum area around the Arts Council England logo that must remain clear of typography or any other graphic device. When placed on a photographic image, please ensure that the logo is placed on a clear background to help visibility. The formula for the exclusion zone is shown here and applies to all sizes of logo reproduction. It is calculated by using twice the height of the A in the Arts Council logo and varies in direct proportion to the size at which the logo is reproduced. Top left Top right Positioning The positioning of the logo should be in any of the four corners of a design layout. The logo should be positioned at least the distance of the exclusion zone from the edge of the page. Generally, the position of the logo is decided by the grid layout and how it will sit on the image being used. In s and on Arts Council England websites the logo should be positioned in the top left-hand corner to ensure that it is always visible when viewed in different sized browser windows. When the logo is applied to materials where there is no obvious grid or edge of the page to align the logo to (ie merchandise or event materials), it should be sized and positioned appropriately to the particular application. On these occasions, please discuss this first with the Marketing and Brand Development department at National office. Bottom left Bottom right

11 3.5 Logo Logo reproduction Dark background Light background The Arts Council England logo should be reproduced either black (when on a light colour or image) or reversed white-out (when on a dark colour or image). There may be occasions where for practical reasons (such as the project being printed in a single colour), or aesthetic reasons (the logo looks better using another colour which is used predominantly in the design) that the logo needs to be produced in an alternative colour. On these occasions please discuss this with the marketing and brand development department at national office. When using the logo on a photographic background, ensure it is positioned on an area which is free from tonal variation or image detail, and where it will be clearly visible. Photographic background In all situations, ensure that there is a significant contrast between the logo and the background. denotes a continuation of page

12 3.6 Logo Exceptional use logo Light background Dark background Arts Council England exceptional use logo This version of the logo can be used in exceptional circumstances where the roundel needs to be supported by the additional wording, to make it as clear as possible. Exceptional circumstances could include when the logo is featured in a line up of logos, or if it has to feature below the minimum size. If you think you need to use this version of the logo please contact the marketing and brand development department at national office. Size rule: For use when roundel has to appear less than 15mm high < 15mm

13 3.7 Logo Sub-identities Example: Light background Exclusion zone and distance Dark background The relationship between the Arts Council and its sub-identities should be clear within the logo relationship. There is no template for creating these logos therefore if you need to use the Arts Council logo in this way please follow the guidelines on these two pages to create the correct relationship with the sub-identity logo. The dividing rule The rule which divides the Arts Council logo from the sub-identity logo should always be created to be the same height as the Arts Council logo. When creating the relationship, the dividing rule should be 1.2 points in weight when the Arts Council logo is 25mm in diameter (its recommended size for use on A4 documents).

14 3.8 Logo Sub-identities Vertically aligned logo Horizontally aligned logo Vertical and horizontal alignment For sub-identity logos where the height is larger than the width, a vertically aligned version of the logo relationship should be used. Whether aligned vertically or horizontally the sub-identity logo should, where possible, be sized and positioned to sit within the height or width of the Arts Council logo. Visually aligned logo Visual alignment On occasions a logo will not sit well when resized to the same height or width as the Arts Council logo. In this instance, the logo should be visually aligned.

15 3.9 Logo Grant award logos Grant award logo Light background Grant award logo This logo is to be used by all organisations which have received Arts Council funding. The addition of Supported by communicates the Arts Council s role in the activity. The grant award logo and the related guidelines for its use can be downloaded at: Dark background National Lottery grant award logos Lottery grant award logo These logos are to be used by all organisations which have received Grants for the arts funding. It can be obtained by downloading from One Place or by contacting the marketing and brand development department at national office.

16 3.10 Logo National Lottery distributor logo Arts Council England is a distributor of National Lottery funds. Therefore the distributors Crossed Fingers logo should feature alongside the Arts Council logo on any materials relating to a project or programme that National Lottery money has supported. Try to use the logo in full colour. If this raises practical difficulties, ie you are printing in one colour only, then you can use the logo in black. When using the logo, it should be positioned on the same side as the Arts Council logo, at the bottom of the page. In publications, put the Crossed Fingers logo on the front or back cover in the bottom right hand corner. Please note that the National Lottery logo for distributors is different to the one used by recipients of National Lottery funding. In this instance the National Lottery grant award logo should be used. Please refer to for the full guidelines. 7mm Minimum sizes and exclusion zones To make sure the logo is clear and easy to read please check the crossed fingers symbol is at least 7mm in height. There is an exclusion zone to protect the logo from graphic elements like type or imagery that can obscure the logo. The formula for the exclusion zone is shown here and applies to all sizes of reproduction. For further guidance please refer to the National Lottery common branding guidelines.

17 4 1 Colour Core colour palette Colour palette Colour palette Colour palette Colour palette Colour palette Colour palette Our core colour palette is made up of two colours (and black and white). They are not the only colours available to use, but should be used anywhere that a strongly branded presence is required. Consistent use of these colours, in conjunction with black and white, will enable us to build brand recognition with our various audiences. Tints Tints of the core colours should not be used as background colour, although 50 per cent tints may be used to denote hierarchy in headings and a range of tints may be used for graphs, charts and forms. Black and white In most situations the Arts Council logo will be produced in black and white. Black and white can also be used in layouts to complement the core colours and create a strong branded presence. Magenta Pantone Proc. Magenta CMYK RGB HTML FF0099 Warm grey Pantone Warm Gray 8 CMYK RGB 165,158,148 HTML A59E94 Black Pantone Proc. Black CMYK RGB HTML

18 4 2 Colour Supporting colour palette Bright palette Cyan Pantone Proc. Cyan CMYK RGB HTML 009DE0 Yellow Pantone 109c / 108u CMYK RGB HTML F6D700 Bright green Pantone 381c / 380u CMYK RGB HTML DCE070 Bright orange Pantone 144 CMYK RGB HTML DC9132 Metallics Silver Pantone 877 CMYK RGB HTML Subdued palette Sea blue Pantone 7476 CMYK RGB HTML 3A647D Buff Pantone 7502c / 7501u CMYK RGB HTML E6D7B3 Olive Pantone 7496 CMYK RGB HTML 6E8150 Burnt orange Pantone 718 CMYK RGB HTML C5742D Bronze Pantone 876 CMYK RGB HTML This is our recommended supporting colour palette. It is split into a bright palette (including silver), and a corresponding subdued palette (including bronze). We have divided the secondary palette in this way in order to be able to change the tone of our communications to suit the audience group we are targeting. The supporting palette can be used to complement the colour palette, along with black and white, or as an alternative colour palette where appropriate. It may also be useful when creating sub-identities for campaigns and events. Tints Tints of the supporting colours should not be used as background colour, although 50 per cent tints may be used to denote hierarchy in headings and a range of tints may be used for graphs, charts and forms. Using alternative colours These colours provide the necessary guidance to maintain overall consistency of the brand identity. However, in order to allow the flexibility to produce impactful and engaging communications for different audiences it is possible to use other colours where appropriate. If you wish to use alternative colours, please discuss this first with the marketing and brand development department at national office.

19 5 1 Typography Primary typeface: Frutiger Our primary typeface is Frutiger. It is a clear cut classic modern typeface with good legibility. It must be used anywhere where a strongly branded presence is needed. Light Roman Bold Black %:; { }@ $ & abcdefghijklm nopqrstuvwxyz Within the Frutiger family, you can choose between four weights of the typeface: Frutiger Black, Frutiger Bold, Frutiger Roman and Frutiger Light. Never apply type effects, eg shadows and outlines, to the Arts Council s typefaces. Frutiger Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() Frutiger Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() Frutiger Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() Frutiger Black ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*()

20 5 2 Typography Secondary typeface: New Baskerville Our secondary typeface is New Baskerville. This can be used to support Frutiger as standfirsts, footnotes and quotes in publications with a more editorial feel. If you would like to use New Baskerville as body copy then please discuss this first with the marketing and brand development department at national office. investing developing championing, in artistic experiences that enrich people s lives. Within the New Baskerville family, you can choose between two weights: Roman and Bold (as well as the relevant italics). New Baskerville Roman ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() fi New Baskerville Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() fi New Baskerville Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() fi New Baskerville Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() fi

21 5 3 Typography Substitute typeface: Arial ABC abcd Our substitute typeface is Arial. This is to be used when the Arts Council s brand typefaces are unavailable or in media where the typefaces are not embedded, eg HTML web pages, s, Microsoft Word documents and Microsoft Powerpoint presentations. Arial Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() Arial Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() Arial Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*() Arial Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz %&*()

22 5 4 Typography Creative typography Other typefaces, bespoke typeforms and handwritten type may be used to create sub-identities, titles or headings if it is appropriate to the brief, type of communication and the audience. Use of creative typography will help to communicate our new brand direction and make better connections with our audiences. For example, the name of a campaign, event or publication may benefit from a distinctive typographic look and feel which helps to communicate its personality to the audience. This typographic style, or sub-identity, can then be used to provide consistency and recognition throughout a campaign, event or series of marketing communications. If you would like to use creative typography within a brief, then please discuss this first with the marketing and brand development department at national office.

23 5 5 Typography Headings Always assess the information you are working with and establish a clear and logical hierarchy of information. Main heading Supporting heading Subheading Consectetuer adipiscing elit. Fusce orci mi, pretium ac, condimentum ut, hendrerit non, purus. Nulla facilisi. Pellentesque non risus vitae massa feugiat vestibulum. Nulla a risus. Proin sollicitudin arcu ut mi. Aliquam tempor eros at tellus. In viverra, neque sit amet tempor ultricies, vestibulum turpis eget pede varius pellentesque. Here are two examples of how emphasis is attributed through the use of contrasting weight, colour and/or typesize. The number of type sizes and weights used within a document should be kept to a minimum. Note that all text headings are ranged left, not centred. Page numbers, if required, should be on the outside bottom edge of the page when pages are facing, and on the right hand bottom edge when pages are single sided. Main heading Supporting heading Subheading Consectetuer adipiscing elit. Fusce orci mi, pretium ac, condimentum ut, hendrerit non, purus. Nulla facilisi. Pellentesque non risus vitae massa feugiat vestibulum. Nulla a risus. Proin sollicitudin arcu ut mi. Aliquam tempor eros at tellus. In viverra, neque sit amet tempor ultricies, vestibulum turpis eget pede varius pellentesque.

24 5 6 Typography House writing style Always use single quote marks Leave only one space after full stops Use round bullet points They should be the same point size as copy These are a few of our house style rules for setting copy. Please follow these to maintain a consistency within all of our communications. For further information please refer to the full Arts Council England house style guidelines. When you are presenting a bulleted list, introduce it with a colon, do not put any full stops at the end of your bullet points and begin each new bullet in lowercase 1 Numbering should also be the same point size as body copy 2 No full stop after each number Shorten Arts Council England to the Arts Council or we, not ACE, the Council or it Avoid abbreviations: regularly funded organisations not rfos or RFOs, and never say BME, always Black and minority ethnic Use as few capital letters as possible, eg race equality scheme not Race Equality Scheme. Remember that your headings and sub-headings are initial upper case only so Vibrant communities: becoming focused on place not Vibrant Communities: Becoming Focused on Place Titles of any new publication or initiative should use leading capitals like a normal sentence, eg Grants for the arts not Grants For The Arts Monday 21 February, not Mon February 21st or any other variation No hyphens in commonly joined up words such as cooperate, , artform No full stops in abbreviations eg, ie, RSC Don t underline copy

25 5 7 Typography Accessibility Example a: good use of contrast non-cramped leading good use of kerning In order to make sure our communications are accessible to the widest audience possible, it is essential to follow these rules when setting type: keep all type 10pt and above keep all body copy left-aligned do not cramp leading (line spacing) or kerning (letter spacing) make sure there is a good contrast between the text and the background keep all text horizontal make sure there is adequate space in the use of margins and gutters avoid splitting words over two lines where possible Example b: bad use of contrast cramped leading badly kerned accessibility legibility

26 5 8 Layout Paper and print Always aim to use paper and print techniques which are environmentally friendly, and work with print and production suppliers who have FSC and ISO14001 accreditation. FSC and/or recycled paper stock should be used wherever possible in addition to print processes which utilise the latest environmental technology, such as inks which use vegetable based oils and solvents which can be recycled. When crediting your print, check with your print supplier on the correct terminology.

27 5 9 Layout Grids A well considered grid will not constrain a layout but will allow for variation, flexibility and pace. The grid can form the basis of many different types of communications (brochures, posters, annual reports, etc). They aid legibility and ensure that layouts can successfully incorporate visual elements such as captions, photographs, illustrations, tables and diagrams. The example (left) shows text and images fitting into a four column layout, based on an underlying eight column grid. The eight column grid allows for additional flexibility within the layout, for captions etc. It is important to keep adequate space in the margins and the gutters. It is also important to use an optimum number of columns for the size you are designing to. For example, six columns of text on an A5 portrait document will be too narrow.

28 5 10 Layout Grids A4 and A3 The examples on this page illustrate the guiding principles for creating grids for our communications. These grids allow the flexibility necessary to create accessible and engaging materials, allowing appropriate space for headlines, body copy, images, charts, captions, etc. Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt vitae, tempus in. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt vitae, tempus in, sollicitudin ullamcorper, neque. In congue feugiat turpis. Quisque metus enim, gravida et. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Vivamus ac justo eget metus blandit placerat. Nunc faucibus erat nec sapien. Vestibulum nisi. Nullam eget diam. Nulla imperdiet ligula non enim ornare suscipit. In ornare vestibulum diam. Mauris malesuada pede sit amet lacus. Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, venenatis at, enim. Integer eros libero, commodo a, dignissim tempor, iaculis et, est. Donec sed diam ac nunc faucibus condimentum. Proin elit eros, placerat cursus, ultrices at, ultricies nec, tortor. Fusce et purus. Aliquam erat volutpat. Quisque felis erat, ullamcorper id, viverra vitae, ultricies ultrices, augue. Morbi fringilla scelerisque risus. Vestibulum sed libero in leo pretium porttitor. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Proin et risus sit amet metus mollis pellentesque. Quisque luctus erat et nisi. Mauris ac felis a orci bibendum sollicitudin. Phasellus vitae purus eu nibh laoreet iaculis. Sed ut dolor non leo dictum tempus. Curabitur ullamcorper, dui a convallis iaculis, arcu ligula lobortis neque, ut commodo libero ipsum ac tortor. Vestibulum vitae orci non dui convallis tincidunt. Vestibulum orci. Praesent sit amet libero nec massa pharetra elementum. Maecenas odio. Proin purus ante, ultricies ut, tincidunt ac, ultrices nec, neque. Nulla facilisi. Cras ac mi vitae odio malesuada mollis. Suspendisse id felis eget purus porttitor fringilla. Fusce lectus enim, feugiat ac, ultrices sit amet, aliquam dapibus, diam. Etiam justo erat, semper sed, ultricies eget, dapibus eu, lacus. Maecenas quis metus. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt vitae, tempus in, sollicitudin ullamcorper, neque. In congue feugiat turpis. Quisque metus enim, gravida et. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Vivamus ac justo eget metus blandit placerat. Nunc faucibus erat nec sapien. Vestibulum nisi. Nullam eget diam. Nulla imperdiet ligula non enim ornare suscipit. In ornare vestibulum diam. Mauris malesuada pede sit amet lacus. Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, venenatis at, enim. Integer eros libero, commodo a, dignissim tempor, iaculis et, est. Donec sed diam ac nunc faucibus condimentum. Proin elit eros, placerat cursus, ultrices at, ultricies nec, tortor. Fusce et purus. Aliquam erat volutpat. Quisque felis erat, ullamcorper id, viverra vitae, ultricies ultrices, augue. Morbi fringilla scelerisque risus. Vestibulum sed libero in leo pretium porttitor. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Proin et risus sit amet metus molli consectetuer adipiscing elit. Proin et risus sit amet metus mollis pellentesque. Quisque luctus erat et nisi. Mauris ac felis a orci bibendum sollicitudin. Phasellus vitae purus eu nibh laoreet iaculis. Sed ut. Curabitur ullamcorper, dui a convallis iaculis, arcu ligula lobortis neque, ut commodo libero ipsum ac tortor. Vestibulum vitae orci non dui convallis tincidunt. Vestibulum orci. Praesent sit amet libero nec massa pharetra elementum. Maecenas odio. Proin purus ante, ultricies ut, tincidunt ac, ultrices nec, neque. Nulla facilisi. Cras ac mi vitae odio malesuada mollis. Suspendisse id felis eget purus porttitor fringilla. Fusce lectus enim, feugiat ac, ultrices sit amet, aliquam dapibus, diam. Etiam justo erat, semper sed, ultricies eget, dapibus eu, lacus. Maecenas quis metus. Mauris sed leo sed nisl scelerisque et pellentesque. Dolor et Proin blandit amet. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt vitae, tempus in, sollicitudin ullamcorper, neque. In congue feugiat turpis. Quisque metus enim, gravida et. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque peltesque. Proin blandit, lacus Vivamus ac justo eget metus blandit placerat. Nunc faucibus erat nec sapien. mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed Vestibulum nisi. Nullam eget diam. Nulla imperdiet ligula non enim ornare purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit suscipit. In ornare vestibulum diam. Mauris malesuada pede sit amet lacus. amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non venenatis at, enim. aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non aliquet Integer eros libero, commodo a, dignissim tempor, iaculis et, est. Donec sed eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio diam ac nunc faucibus condimentum. Proin elit eros, placerat cursus, ultrices at, pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam ultricies nec, tortor. Fusce et purus. Aliquam erat volutpat. Quisque felis erat, mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Vivamus ac ullamcorper id, viverra vitae, ultricies ultrices, augue. Morbi fringilla scelerisque justo eget metus blandit placerat. Nunc faucibus erat nec sapien. Vestibulum nisi. risus. Vestibulum sed libero in leo pretium porttitor. Lorem ipsum dolor sit amet, Nullam eget diam. Nulla imperdiet ligula non enim ornare suscipit. In ornare consectetuer adipiscing elit. Proin et risus sit amet metus mollis pellentesque. vestibulum diam. Mauris malesuada pede sit amet lacus. Nullam leo nulla, Quisque luctus erat et nisi. Mauris ac felis a orci bibendum sollicitudin. Phasellus tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac ligula ornare vitae purus eu nibh laoreet iaculis. Sed ut dolor non leo dictum tempus. eleifend. Vestibulum arcu metus, fermentum vel, posuere id, venenatis at, enim. Curabitur ullamcorper, dui a convallis iaculis, arcu ligula lobortis neque, ut Vivamus ac justo eget metus blandit placerat. Nunc faucibus erat nec sapien. commodo libero ipsum ac tortor. Vestibulum vitae orci non dui convallis Vestibulum nisi. Nullam eget diam. Nulla imperdiet ligula non enim ornare tincidunt. Vestibulum orci. Praesent sit amet libero nec massa pharetra suscipit. In ornare vestibulum diam. Mauris malesuada pede sit amet lacus. elementum. Maecenas odio. Proin purus ante, ultricies ut, tincidunt ac, ultrices Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac nec, neque. Nulla facilisi. Cras ac mi vitae odio malesuada mollis. Suspendisse id ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, felis eget purus porttitor fringilla. Fusce lectus enim, feugiat ac, ultrices sit amet, venenatis at, enim. aliquam dapibus, diam. Etiam justo erat, semper sed, ultricies eget, dapibus eu, lacus. Maecenas quis metus. Integer eros libero, commodo a, dignissim tempor, iaculis et, est. Donec sed diam ac nunc faucibus condimentum. Proin elit eros, placerat cursus, ultrices at, Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl ultricies nec, tortor. Fusce et purus. Aliquam erat volutpat. Quisque felis erat, scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla ullamcorper id, viverra vitae, ultricies ultrices, augue. Morbi fringilla scelerisque scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt risus. Vestibulum sed libero in leo pretium porttitor. Lorem ipsum dolor sit amet, vitae, tempus in, sollicitudin ullamcorper, neque. In congue feugiat turpis. consectetuer adipiscing elit. Proin et risus sit amet metus mollis pellentesque. Quisque metus enim, gravida et. Quisque luctus erat et nisi. Mauris ac felis a orci bibendum sollicitudin. Phasellus vitae purus eu nibh laoreet iaculis. Sed ut dolor non leo dictum tempus. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac Shown left are grid examples for A3 portrait, A3 landscape, A4 portrait and A4 landscape pages. They all create flexible layouts, using the grid to help create clear hierarchy between headings, standfirsts, text and captions. A4 document template There are templates for A4 portrait documents such as reports available from the marketing and brand development department at national office. A4 and A3 poster template There are templates for A4 and A3 posters available from the marketing and brand development department at national office. Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, sapien. Vestibulum nisi. Nullam eget purus ante, ultricies ut, tincidunt ac, consectetuer adipiscing elit. Mauris sed diam. Nulla imperdiet ligula non enim ultrices nec, neque. Nulla facilisi. Cras ac leo sed nisl scelerisque pellentesque. ornare suscipit. In ornare vestibulum mi vitae odio malesuada mollis. Proin blandit, lacus eget facilisis sagittis, diam. Mauris malesuada pede sit amet Suspendisse id felis eget purus porttitor justo nulla scelerisque justo, eu feugiat lacus. Nullam leo nulla, tempus at, fringilla. Fusce lectus enim, feugiat ac, nulla tellus non libero. Sed tortor pede, scelerisque vitae, egestas ut, lectus. Sed ultrices sit amet, aliquam dapibus, diam. tincidunt vitae, tempus in, sollicitudin nec odio ac ligula ornare eleifend. Etiam justo erat, semper sed, ultricies ullamcorper, neque. In congue feugiat Vestibulum arcu metus, fermentum vel, eget, dapibus eu, lacus. Maecenas quis turpis. Quisque metus enim, gravida et. posuere id, venenatis at, enim. metus. Praesent porta dolor vitae purus. Integer eros libero, commodo a, Integer eros libero, commodo a, Aliquam id est. Lorem ipsum dolor sit dignissim tempor, iaculis et, est. Donec dignissim tempor, iaculis et, est. Donec amet, consectetuer adipiscing elit. Sed sed diam ac nunc faucibus sed diam ac nunc faucibus tincidunt. Ut eleifend pellentesque leo. condimentum. Proin elit eros, placerat condimentum. Proin elit eros, placerat Nam pede elit, laoreet a, scelerisque id, cursus, ultrices at, ultricies nec, tortor. cursus, ultrices at, ultricies nec, tortor. porta sed, metus. Nam rhoncus, pede Fusce et purus. Aliquam erat volutpat. Fusce et purus. Aliquam erat volutpat. nec aliquam accumsan, orci dolor Quisque felis erat, ullamcorper id, Quisque felis erat, ullamcorper id, hendrerit massa, vitae bibendum enim viverra vitae, ultricies ultrices, augue. viverra vitae, ultricies ultrices, augue. sapien ac mauris. Fusce in dui. Morbi fringilla scelerisque risus. Morbi fringilla scelerisque risus. Maecenas varius. Aliquam adipiscing Vestibulum sed libero in leo pretium Vestibulum sed libero in leo pretium erat non elit. Sed purus sem, molestie porttitor. Lorem ipsum dolor sit amet, porttitor. Lorem ipsum dolor sit amet, bibendum, placerat eget, eleifend sed, consectetuer adipiscing elit. Proin et consectetuer adipiscing elit. Proin et purus. Integer sit amet metus. Nunc nec risus sit amet metus mollis pellentesque. risus sit amet metus mollis pellentesque. lacus. Mauris quis augue eget dui Quisque luctus erat et nisi. Mauris ac Quisque luctus erat et nisi. Mauris ac volutpat consequat. felis a orci bibendum sollicitudin. felis a orci bibendum sollicitudin. Phasellus vitae purus eu nibh laoreet Phasellus vitae purus eu nibh laoreet Aenean interdum, metus quis posuere iaculis. Sed ut dolor non leo dictum iaculis. Sed ut dolor non leo dictum sollicitudin, augue elit dictum tellus, tempus. tempus. non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, Curabitur ullamcorper, dui a convallis mauris odio pulvinar risus, nec sagittis iaculis, arcu ligula lobortis neque, ut eros purus vitae nulla. Fusce sit amet commodo libero ipsum ac tortor. lectus. Aliquam mi. Quisque malesuada Vestibulum vitae orci non dui convallis varius tellus. Ut et ligula. Nullam vel tincidunt. Vestibulum orci. Praesent sit augue. Vivamus ac justo eget metus amet libero nec massa pharetra blandit placerat. Nunc faucibus erat nec elementum. Maecenas odio. Proin Lorem ipsum dolor sit amet, consectetuer adipiscing elit. fringilla scelerisque risus. Vestibulum sed libero in leo pretium Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, porttitor. Lorem ipsum dolor sit amet, consectetuer lacus eget facilisis sagittis, justo nulla scelerisque justo, eu adipiscing elit. Proin et risus sit amet metus mollis feugiat nulla tellus non libero. Sed tortor pede, tincidunt pellentesque. Quisque luctus erat et nisi. Mauris ac felis a orci vitae, tempus in, sollicitudin ullamcorper, neque. In congue bibendum sollicitudin. Phasellus vitae purus eu nibh laoreet feugiat turpis. Quisque metus enim, gravida et. iaculis. Sed ut dolor non leo dictum tempus. Praesent porta dolor vitae purus. Aliquam id est. Lorem Curabitur ullamcorper, dui a convallis iaculis, arcu ligula ipsum dolor sit amet, consectetuer adipiscing elit. Sed lobortis neque, ut commodo libero ipsum ac tortor. tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet Vestibulum vitae orci non dui convallis tincidunt. Vestibulum a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec orci. Praesent sit amet libero nec massa pharetra elementum. aliquam accumsan, orci dolor hendrerit massa, vitae Maecenas odio. Proin purus ante, ultricies ut, tincidunt ac, bibendum enim sapien ac mauris. Fusce in dui. Maecenas ultrices nec, neque. Nulla facilisi. Cras ac mi vitae odio varius. Aliquam adipiscing erat non elit. Sed purus sem, malesuada mollis. Suspendisse id felis eget purus porttitor molestie bibendum, placerat eget, eleifend sed, purus. fringilla. Fusce lectus enim, feugiat ac, ultrices sit amet, Integer sit amet metus. Nunc nec lacus. Mauris quis augue aliquam dapibus, diam. Etiam justo erat, semper sed, ultricies eget dui volutpat consequat. eget, dapibus eu, lacus. Maecenas quis metus. Aenean interdum, metus quis posuere sollicitudin, augue elit Praesent porta dolor vitae purus. Aliquam id est. Lorem dictum tellus, non aliquet eros pede in sem. Donec egestas, ipsum dolor sit amet, consectetuer adipiscing elit. Sed nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel aliquam accumsan, orci dolor hendrerit massa, vitae augue. Vivamus ac justo eget metus blandit placerat. Nunc bibendum enim sapien ac mauris. Fusce in dui. Maecenas faucibus erat nec sapien. Vestibulum nisi. Nullam eget diam. varius. Aliquam adipiscing erat non elit. Sed purus sem, Nulla imperdiet ligula non enim ornare suscipit. In ornare molestie bibendum, placerat eget, eleifend sed, purus. vestibulum diam. Mauris malesuada pede sit amet lacus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, eget dui volutpat consequat. lectus. Sed nec odio ac ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, venenatis at, enim. Integer eros libero, commodo a, dignissim tempor, iaculis et, est. Donec sed diam ac nunc faucibus condimentum. Proin elit eros, placerat cursus, ultrices at, ultricies nec, tortor. Fusce et purus. Aliquam erat volutpat. Quisque felis erat, ullamcorper id, viverra vitae, ultricies ultrices, augue. Morbi Lorem ipsum dolor sit amet consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt vitae, tempus in, sollicitudin ullamcorper, neque. In congue feugiat turpis. Quisque metus enim, gravida et. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Vivamus ac justo eget metus blandit placerat. Nunc faucibus erat nec sapien. Vestibulum nisi. Nullam eget diam. Nulla imperdiet ligula non enim ornare suscipit. In ornare vestibulum diam. Mauris malesuada pede sit amet lacus. Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, venenatis at, enim. Integer eros libero, commodo a, dignissim tempor, iaculis et, est. Donec sed diam ac nunc faucibus condimentum. Proin elit eros, placerat cursus, ultrices at, ultricies nec, tortor. Fusce et purus. Aliquam erat volutpat. Quisque felis erat, ullamcorper id, viverra vitae, ultricies ultrices, augue. Morbi fringilla scelerisque risus. Vestibulum sed libero in leo pretium porttitor. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Proin et risus sit amet metus mollis pellentesque. Quisque luctus erat et nisi. Mauris ac felis a orci bibendum sollicitudin. Phasellus vitae purus eu nibh laoreet iaculis. Sed ut dolor non leo dictum tempus. Curabitur ullamcorper, dui a convallis iaculis, arcu ligula lobortis neque, ut commodo libero ipsum ac tortor. Vestibulum vitae orci non dui convallis tincidunt. Vestibulum orci. Praesent sit amet libero nec massa pharetra elementum. Maecenas odio. Proin purus ante, ultricies ut, tincidunt ac, ultrices nec, neque. Nulla facilisi. Cras ac mi vitae odio malesuada mollis. Suspendisse id felis eget purus porttitor fringilla. Fusce lectus enim, feugiat ac, ultrices sit amet, aliquam dapibus, diam. Etiam justo erat, semper sed, ultricies eget, dapibus eu, lacus. Maecenas quis metus. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget

29 5 11 Layout Grids DL and A5 As a basic rule, when designing for smaller formats such A5 and DL, a grid should be used with fewer columns to assure an appropriate line length and an accessible and considered layout. Lorem ipsum dolor sit amet Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Mauris sed leo sed nisl scelerisque pellentesque. Proin blandit, lacus eget facilisis sagittis, justo nulla scelerisque justo, eu feugiat nulla tellus non libero. Sed tortor pede, tincidunt vitae, tempus in, sollicitudin ullamcorper, neque. In congue feugiat turpis. Quisque metus enim, gravida et. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, Dolor sit amet Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Aenean interdum, metus quis posuere sollicitudin, augue elit dictum tellus, non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Vivamus ac justo eget metus blandit placerat. Nunc faucibus erat nec sapien. Vestibulum nisi. Nullam eget diam. Nulla imperdiet ligula non enim ornare suscipit. In ornare vestibulum diam. Mauris malesuada pede sit amet lacus. Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Sed nec odio ac ligula ornare eleifend. Vestibulum arcu metus, fermentum vel, posuere id, venenatis at, enim. Praesent porta dolor vitae purus. Aliquam id est. Lorem ipsum dolor sit amet, consectetuer adipiscing elit. Sed tincidunt. Ut eleifend pellentesque leo. Nam pede elit, laoreet a, scelerisque id, porta sed, metus. Nam rhoncus, pede nec aliquam accumsan, orci dolor hendrerit massa, vitae bibendum enim sapien ac mauris. Fusce in dui. Maecenas varius. Aliquam adipiscing erat non elit. Sed purus sem, molestie bibendum, placerat eget, eleifend sed, purus. Integer sit amet metus. Nunc nec lacus. Mauris quis augue eget dui volutpat consequat. Donec egestas, nibh laoreet tincidunt ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Fusce sit amet lectus. Aliquam mi. Quisque malesuada varius tellus. Ut et ligula. Nullam vel augue. Vivamus ac justo eget metus blandit placerat. sit amet lacus. Nullam leo nulla, tempus at, scelerisque vitae, egestas ut, lectus. Shown left are grid examples for DL portrait, A5 portrait, A5 landscape. All create flexible layouts, using the grid to help create clear hierarchy between headings, standfirsts, text and captions. Dolor sit amet Lorem ipsum dolor sit amet, lacus. Mauris quis augue eget dui volutpat consequat. consectetuer adipiscing elit. Mauris sed leo sed nisl Aenean interdum, metus quis posuere scelerisque pellentesque. Proin sollicitudin, augue elit dictum tellus, blandit, lacus eget facilisis non aliquet eros pede in sem. Donec egestas, nibh laoreet tincidunt sagittis, justo nulla scelerisque ultrices, mauris odio pulvinar risus, nec sagittis eros purus vitae nulla. Praesent porta dolor vitae purus. Fusce sit amet lectus. Aliquam mi. Aliquam id est. Lorem ipsum dolor sit Quisque malesuada varius tellus. Ut et amet, consectetuer adipiscing elit. Sed ligula. Nullam vel augue. Vivamus ac tincidunt. Ut eleifend pellentesque justo eget metus blandit placerat. leo. Nam pede elit, laoreet a, Nunc faucibus erat nec sapien. scelerisque id, porta sed, metus. Nam Vestibulum nisi. Nullam eget diam. rhoncus, pede nec aliquam accumsan, Nulla imperdiet ligula non enim orci dolor hendrerit massa, vitae ornare suscipit. In ornare vestibulum bibendum enim sapien ac mauris. diam. Mauris malesuada pede sit amet Fusce in dui. Maecenas varius. lacus. Nullam leo nulla, tempus at, Aliquam adipiscing erat non elit. 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30 6.1 Imagery Imagery Imagery is an essential part of our identity. It is the one of the most powerful tools we have to express our brand. The use of imagery has been developed to allow more flexibility and creative use. We use three main types of imagery: photography of Arts Council England funded projects; commissioned or photo library imagery; and illustration. This choice means that we can tailor our communications for purpose, and enables us to engage better with different audiences by producing relevant communications. Illustration: Emily Forgot

31 6.2 Imagery Funded project photography We use powerful images of art and art practice to demonstrate the power of the arts, communicate creative energy and support our position as a platform for the arts. The arts imagery we use is always of projects which have been funded by the Arts Council. Image usage In 2008 we reviewed our photo permission agreements for all new photography with the aim of allowing more flexibility with the reproduction of photography. Therefore if permissions allow, you could consider the following treatments: black and white single colour cut out cropped Photography commissioned using older photo permission agreement forms may not permit these treatments. Please check the form before you use any image. Captions All images must be captioned including the photographer credit. Use italics for titles of artworks when they are written in full, both in body copy and captions. Top left: Singing Ringing Tree, Burnley, Photo: Ian Lawson Top right: The Brow: Dance performance by Jane Mason, London, Photo: Kevin Clifford Bottom right: Plunge #2 by Valentine Schmidt. Courtesy of The Photographers Gallery

32 6.3 Imagery Commissioned and photo library imagery Examples will appear here once they become available. Commissioned or sourced imagery can be used to communicate a particular message, campaign or event. This type of imagery may communicate through an idea, it may be used to evoke an emotional response or used as an abstract background. It may also be used if imagery is required but there is no appropriate project imagery available. This type of imagery enables us deliver our aim of communicating creatively with our audiences. Commissioning or sourced photography should be contemporary and high quality, reflective of our values. It should be dynamic, inspiring, engaging and full of impact.

33 6.4 Imagery Illustration Illustration can be used to communicate a message, create personality or support written content. It can be used to support photography, or when a photograph isn t available, or when the subject matter does not lend itself to a photographic image. Illustration: Top left: Billie Jean Top right: Adrian Talbot Bottom left: Pomme Chan Bottom right: Rosie Irvine