Identity Guidelines - Olympia London...of the archway. 190mm(w) x 170mm(h) 65mm(w) x 78mm(h) Logo 08...

Identity Guidelines

Issue 9April 2016

02Introduction Welcoming over 1.8 million visitors each year, Olympia London has played host to inspiring showcases for L’Oreal and Samsung, the UK’s largest exhibition: The Ideal Home Show, international conference MIPIM and performances from the likes of Jimi Hendrix and The Chemical Brothers.

3

1Logo Primary logo

MonotoneExclusion Zone/ Minimum SizeFile FormatsPartnerships

040506

0708

04LogoPrimary Logo

LogoAs with the barrel-vaulted roof of Olympia Grand, the logo is the centre piece of our identity.

Each show brings new life and new people into the building and the colour blend in the logo represents this transition and the ever changing programme of events.

The logo itself references how the venue’s iconic architecture becomes a vehicle for these unique experiences.

Where appropriate; the strapline 'Inspiring Spaces' will be added.

05LogoMonotone

Grey White

06LogoExclusion Zone/Minimum Size

Minimum size equivalent to “London” in the logo being 6pt

12mm

Minimum SizeExclusion Zone

07LogoFile Formats

Marketing MaterialsIncluding all print and digital applications.

UniformsPlease see the Olympia London Uniform Guidleines for full details on applying the logo to clothing.

Embroidery (Monotone version only)

Heat-transfer

The FadeThe fade in the logo must be reproduced on all outputs.

The logo is only available as an Adobe Illustrator file to preserve the transparency at the bottom of the archway.

190mm(w) x 170mm(h)

65mm(w) x 78mm(h)

08LogoPartnerships

Logo partnerWhen working with partners, it is recommended that logos are in greyscale and seperated by a verticle line which measures the same height as the Olympia London logo.The logos should sit an equal distance from the vertical line which has a stroke weight of 1pt.

E Force

9Colour Logo ColoursPrimary Colour PaletteBackground Colours

101112

2

10ColourLogo Colours

Blue 2

Purple 4

Grey 3

Colour Logo

CMYK100/0/30/0

RGB0/171/188

Pantone3135U / 3135C

CMYK22/30/0/0

RGB195/176/214

Pantone2635U / 2635C

CMYK6/6/0/40

RGB155/156/166

PantoneCool Grey 7U/Cool Grey 7C

11ColourPrimary Colour Palette

CMYK100/50/30/35

RGB0/79/108 #004F6C

1 1 1 1 1

2 2 2 2 2

3 3 3 3 3

4 4 4 4 4

CMYK90/90/0/40

RGB41/35/105 # 292369

CMYK45/100/0/40

RGB104/1/96 #680160

CMYK100/20/40/40

RGB0/100/107 #00646B

CMYK10/10/0/80

RGB77/77/85 #4D4D55

CMYK100/0/30/0

RGB0/171/188

#00ABBC Pantone3135

CMYK80/80/0/0

RGB82/79/161 #524FA1

CMYK10/100/0/0

RGB215/11/140 #D70B8C

CMYK100/0/50/0

RGB0/169/157 #00A99D

CMYK8/8/0/60

RGB117/117/127 #75757F PantoneCool Grey 11

CMYK65/0/15/0

RGB57/194/216 #39C2D8

CMYK45/55/0/0

RGB147/124/185 #937CB9

CMYK5/80/30/0

RGB228/90/125 #E45A7D

CMYK70/0/35/0

RGB46/189/182 #2EBDB6

CMYK6/6/0/40

RGB155/156/166 #9B9CA6 PantoneCool Grey 7

CMYK40/0/8/0

RGB145/215/232 #91D7E8

CMYK22/30/0/0

RGB195/176/214 #C3B0D6 Pantone2635

CMYK0/30/30/0

RGB251/190/167 #FBBEA7

CMYK40/0/50/0

RGB157/210/156 #9DD29C

CMYK5/5/0/20

RGB196/196/205 #C4C4CD

Blue Purple Pink Green Grey

12ColourBackground Colours

Primary

Primary Background ColourThe background colour, made of a 12% tint of the primary blue, is a key element of the brand’s visual language. It is used across our corporate stationery, folders and signage.

Blue 2 12% Tint

13ColourBackground Colours

Primary Secondary

Background ColoursTints of the colours can be used to create a palette of background colours.

These are used across all our collateral, including illustrations, What’s On material and website. Primary Colour swatches are available on request from the Olympia London marketing team.

Blue 2 12% Tint

Pink 1 12% Tint

Green 4 12% Tint

Green 2 12% Tint

Pink 1 20% Tint

Green 4 30% Tint

Green 2 20% Tint

Purple 3 12% Tint

Pink 2 12%Tint

Pink 3 12% Tint

Purple 3 20% Tint

Pink 2 20% Tint

Pink 3 20% Tint

CMYK12/0/3.6/0

RGB215/238/240

CMYK9/20/0/8

RGB197/175/202

CMYK1/16/6/0

RGB244/209/213

CMYK20/0/10/0

RGB192/228/224

CMYK5.4/12/0/4.8

RGB215/201/220

CMYK0.6/9.6/3.6/0

RGB248/226/227

CMYK12/0/6/0

RGB215/238/234

CMYK2/20/0/0

RGB238/199/223

CMYK9/11/0/0

RGB219/213/235

CMYK12/0/15/0

RGB217/236/213

CMYK1.2/12/0/0

RGB243/219/235

CMYK5.4/6.6/0/0

RGB232/227/242

CMYK4.8/0/6/0

RGB238/246/235

14O/O/O/O/L/L/L/L/l/l/l/l/Y/Y/Y/Y/M/M/M/M/P/P/P /P/I/I/I/I/A/A/A/A/O/O/O/O/L/L/L/L/l/l/l/l/Y/Y/Y/Y/M/M/M/M/P/P/P /P/I/I/I/I/A/A/A/A/

3Typography Primary Typeface

Secondary TypefaceWeb TypefaceText AlignmentLeading (Line Spacing)Tracking & Kerning

151718192022

15

Primary TypefaceBrown is our primary typeface and is used across all our outputs for headlines and body copy.

Brown’s mix of modern and classic design reflects the dynamic of our organisation and our place within our industry. It has four weights that be used solely on their own or in combination to add hierarchy and contrast (no more than two at a time though please).

Secondary TypefaceFor internal Olympia London use, please view page 17 for guidance on our secondary typeface.

TypographyPrimary Typeface

ThinLightRegularBold

BrownPrimary Typeface

Weights

Brown is available to purchase for £60 from typeface foundry Linetowww.lineto.comAll suppliers must purchase this typeface themselves.

16TypographyPrimary Typeface

BrownABCDEFGHIJKLMOPQRSTUVWXYZabcdefghijklmopqrstuvwxyz0123456789!@™£€#%^&*•+–/=

Primary Typeface

Glyphs

17TypographySecondary Typeface

RegularBold

ArialSecondary Typeface

Secondary TypefaceArial is Olympia London’s secondary typeface. It is only to be used when Brown is not available, for example with emails, letters, reports or online use as dynamic live text.

Arial is available on all desktop computers and will be visible by everybody.

Arial should never be used for public facing printed documents or adverts.

Weights

18TypographyWeb Typeface

RegularBold

LatoSecondary Typeface

Web TypefaceBrown is not available for use online so Lato is used as a replacement. Lato is only to be used as live text on the Olympia London website.

Weights

Lato is available to download from www.latofonts.com

19TypographyText Alignment

Left Aligned

Text AlignmentAlways set type Left Aligned – never Right Aligned or Centred. This provides a constant starting point for each line, making the text easier to read.

Remember to turn off hyphenation in the paragraph window, and balance the ragged right hand edge to create neat blocks of text.

Line LengthCorrect line length is determined by a number of factors: typesize, document size, whether the text is body copy or a headline.

Body copy, 55 – 65 characters per line is the optimum number for continuous reading.

Our beautiful venues connect to make your events come together.

20TypographyLeading (Line Spacing)

Leading

LeadingLeading, or line spacing, is the distance between each line of text – measured from the baseline of a capital letter to the top of a capital letter on the line below.

Leading is set in points, and when the leading is the same point value as the typesize it can be described as ‘set solid’.

This is common for Olympia London titles and headlines. Body copy would be set looser, for example 12pt type on 13pt leading, or 8.5pt on 9.5pt.


21TypographyLeading (Line Spacing)

40pt Typesize/40pt Leading




8.5pt Typesize/9.5pt Leading20pt Typesize/20pt Leading

Our beautiful venues



For over 130 years we have maintained the highest level of customer service and our numerous awards are testament to our clients’ satisfaction.



LeadingExamples of common typesize and leading settings for titles and body copy.

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Our beautiful venues connect

Our beautiful venues connect

TypographyTracking & Kerning (Letter Spacing)

Before letter spacing treated

After letter spacing treated: Tracking -25/Plus additional kerning

Tracking & KerningUse tracking settings to control blocks of text and kerning to control the awkward or uneven spaces in between letters.

Letter spacing should only be used subtly to control the shape of the words to increase legibility.

Never alter the tracking settings within a piece of text to arbitrarily fit a pre-determined space.

Standard Setting-25 is the standard setting for Olympia London text across all sizes. Further kerning adjustments are then made to larger typesizes such as titles.

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4Collateral Sales Brochure

Press AdvertsCorporate StationeryPaper Stocks

24252627

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WELCOME TO OLYMPIA LONDON

OLYMPIA.LONDON

olympia grand in the foreground; olympia West behind

OUR BEAUTIFUL VENUES CONNECT TO MAKE YOUR EVENTS COMETOgEThER

04Why olympia?

06seven spaces connected

10olympiagrand

12olympia national

14olympia West

18olympia central

20olympiaconference centre

22pillar hall & apex room

24contact Us

SEVEN SPACES CONNECTEDOLYMPIA LONDON COMES TOGETHER TO FORM 42,910m2 OF SPACE, IN AN UNFORGETTABLE SETTINGEfficient and flexible venues with stunning architecture that can be used in conjunction with each other, or independently.

TOP LEFTEntrance to Olympia National

BOTTOM LEFTOlympia National connecting to Olympia Grand

TOP RIGHTOlympia Grand

BOTTOM RIGHTLooking from Olympia West to Olympia Grand

LEVEL THREE2,188m2

LEVEL TWO4,215m2

GROUND19,620m2

LEVEL ONE16,887m2

07

OLYMPIA CENTRAL

OLYMPIA WEST

OLYMPIA GRAND

APEX ROOM

OLYMPIA WEST

OLYMPIA NATIONAL

OLYMPIA CONFERENCE CENTRE

OLYMPIA CENTRAL

PILLAR HALL

OLYMPIA GRAND

OLYMPIA NATIONAL

CollateralSales Brochure

Sales Brochure

25CollateralPress Adverts

Adverts

Bui

ld s

tron

g

fou

ndat

ions

Inspiring Spaces

Spaces that grow as you growOur seven flexible spaces range from small to large, so you can grow your show at London’s most central venue.

olympia.co.uk/grow

A blank canvas

Inspiring Spaces

to create your own world

Book your show round of our newest spaces today Email [email protected] or visit our stand

Did you know Olympia West and Olympia Central offer the perfect setting for corporate showcases entertaining 800 to 2,500 guests?

Featured Event: Redken Symposium

Also available in M & L

S

Smaller than you thinkOur auditorium seats 250—500 people and is surrounded by customisable spaces for your clients to showcase, network and engage.

Visit olympia.co.uk/confer to find out more and book a showround. Inspiring Spaces

Grow As You Grow Smaller Than You Think Create Your Own World

26

BA

CK

FOLD

FOLD

Good Luck

FRO

NT

Olympia LondonHammersmith RoadKensington W14 8UX

Direct Line+44 (0)20 7370 8009Mobile+44 (0)7000 000000Fax+44 (0)20 0000 [email protected]

olympia.london

Longname LastnamePosition

CollateralCorporate Stationery

Business Card Letterhead

Telephone+44 (0)20 7370 [email protected]

Hammersmith RoadKensingtonLondon W14 8UX

Olympia Limited Registered in England number: 00238811 Registered office: 15 Grosvenor St, London W1K 4QZ

Letter Title

Ad quost officiet apides ute dolum erferum que simint adignis sum quid que dolor re, eturem sandici istemos solorepudic tem etur, quiae nosamet quibus nectur suntio occus diciminusam exceribus nis molut fuga. Faceaquis unda et qui qui cus delitat enieniae sam fugitae dem natiatu reprore stiusci pisciisim quaecae excest molenem. Aruptas sandusam faci qui te nonserum, accum comni ant ulparunto to tem non nam, sum hitaerorro mossitate velitatiunt molor sit iumquatetus acepero di coris esti corio comnimporis aut reictae dollabo. Ut explibuscid ut re nam faceptassed moluptaquam velluptatur?

Us as ditio. Nat excepra venis nossim eatur sae eum vel imil in et occus, sit fugitia eratemporum faccae invelest quid ullabor esedicae velit modi nis se et reici que moloribus ad que corion rernam eumende lendis inullore, incipsamet es maxim que sernam fuga. Cone nimusda ndandi bearuptisime mos doloratiosam apitatur aut re porro del ma essimolorae venem que perende nditibus rerum nonse.

Plessumque aspelen imusae volum at a sitaturecust maiorit doluptio bea conse sum nos pa dolore perates ra cus non eventi reius ne omnimus quae. Itaturitae volupta venestiament faccabo. Nam erori blam eveliquam nobitae parchic temodis sapedipsamet que laborehenti ut poreperatur alitia nis sit earum iumetur re, cullaut ut rem et plabo.

Yours sincerelyName Lastname

Jon CefaiCollaborateUnit 205, E1 Studios7 Whitechapel RoadLondon E1 1DU

DateXX.XX.XX

ReferenceXXXX

Greeting cards

Make yourself at home

FRO

NT

BA

CK

FOLD

FOLD

FRO

NT

BA

CK

FOLD

FOLD

27CollateralPaper Stocks

Paper

Uncoated options

Fedrigoni Splendorgel Extra White

Example:Sales Brochure: 300gsm and 160gsm

Conqueror CX22 Recycled (No Water mark) Diamond White

Example:What’s on Leaflet: 100gsm

Coated option

Club Silk

Example:Folder: 300gsm

Print

Lithographic:

CMYK/Special Inks

For consistency in colour, litho printing is our preferred printing method. A wet proof and previous samples are available on request for comparison.

For two colour jobs, always use the Pantone colours specified in the guidelines.

FSC

To achieve FSC creditation, the printers have to be FSC certified. The printer will advise on their FSC number and logo. This will have to be signed of by the FSC, before going to print.

The paper stocks used must be on recycled or FSC paper, ink should be vegetable inks where possible. We should be mindful of wastage and only print what is required.

Digital:

CMYK

Recommend the HP Indigo digital press. When printing digital use digital prepared paper stocks.

On any print job ask for print ripped pdf to signoff on before going to print.

28Photography

5Olympia PhotographyOlympia Grand Olympia National Olympia West Olympia Central Olympia Conference Centre

2930 3132 33 34

29Photography

Photo LibraryOlympia London has a growing library of venue photography.

The imagery is light, fresh and impactful and highlights the assets of the building: its character, natural light, scale and connectivity.

30Photography LibraryOlympia Grand

Olympia Grand

1

2 3

4 5 6

7

8

9 10 11

1 Olympia Grand Interior2 Olympia Grand Exterior3 Olympia Grand Exterior4 Olympia Grand Exterior5 Olympia Grand Foyer6 Olympia Grand Interior

7 Olympia Grand Foyer8 Olympia Grand Interior9 Olympia Grand Roof Detail10 Olympia Grand Roof Detail11 Olympia Grand Gallery

Key

31Photography LibraryOlympia National

Olympia National

1 2 3

4 5 6

1 Olympia National Interior2 Olympia National Interior3 Olympia National Exterior4 Olympia National Interior5 Olympia Grand/National Link6 Olympia National Interior

Key

32Photography LibraryOlympia West

Olympia West

1 2 3 4

5 6 7

1 Olympia West Interior2 Olympia West Exterior3 Olympia West Level 1 Interior4 Olympia West Exterior5 Olympia West Foyer6 Olympia West Interior7 Olympia West Interior

Key

33Photography LibraryOlympia Central

Olympia Central

1 2 3

4

5 6 7

1 Olympia Central Level 22 Olympia Central Level 13 Olympia Central Interior4 Olympia Central Level 15 Olympia Central Exterior6 Olympia Central Foyer7 Olympia Central Exterior

Key

34Photography LibraryOlympia Conference Centre

Olympia Conference Centre

1 2 3

4 5 6

1 Olympia Conference Centre Interior2 Olympia Conference Centre Interior3 Olympia Conference Centre Foyer4 Olympia Conference Centre with retail unit5 Olympia Conference Centre Interior6 Olympia Conference Centre Interior

Key

35Illustrations

6Colours and Style Illustration Library

36 37

Flowers

F.

37

36Illustration LibraryColours & Style

Our Story

Background ColourThe background colour, made of a tint of the primary colours, is a key element of the Illustrations visual language. The tints make for a subtle backdrop for the illustrations to sit and stand out. IllustrationsThe Illustrations use simple Form and shape to communicate a clear message. The colours of the illustrations compliment the background and contrast enough to stand out.

Pink 2 20% Tint

37Illustration Library

Disabled Access

Our Story

Local Area

Exhibiting

Accommodation

Food & Drink - Breakfast

Transport

Case Studies

Food & Drink - Lunch

Our Mission

Recruitment

Food & Drink - Dinner

Flowers

F.

38Illustration Library

Parking

Service Partners

Responsibility

Planning

Marketing Support News & Press

39Iconography

7

40Signage SystemsIconography

Escalators

Parking

Telephone Direction

Stairs

Taxi

Cloakroom

Bus

Lift

Rail

Goods Lift

Underground

Disabled Lift

Cafe/Restaurant

Male Toilets Disabled Toilets Medical CentreFemale Toilets Baby Changing Facilities

Cash Machine

See Signage Guidelinesfor more information

41Brand Conventions

8Branded DocumentsThird-Party MarketingVenue Names Address Format

42434446

At Olympia London, the award-winning Marketing and Communications team are on hand to give you all the help you need for your event.

We are passionate about what we do and always endeavour to provide the best support possible to ensure a truly successful trade show.

With a wide selection of tools and services to compliment your existing marketing and PR campaigns, we’ll be there for you as much or as little as you’d like.

We are always just a phone call away so if you have any questions please do get in touch on 020 7598 2779.

Marketing Support

37

HAND & FLOWERWELCOME TO OLYMPIA LONDON

OLYMPIA.LONDON

42Naming ConventionsBranded Documents

Branded Documents

Olympia LondonOlympia London is always written in full and is never to be written solely as ‘Olympia’.

This applies to all internal and external communications.

43

Third-Party Marketing

Olympia LondonOlympia London is always written in full and is never to be written soley as ‘Olympia’.

Third parties must use this convention in their event marketing and communication materials to ensure brand consistency and build awareness of the venue as a whole, individual venues are not to be referenced.

ExampleIf a show is taking place in Olympia Grand the location would only be referred to as ‘Olympia London’.Specific venue names can be used in the wayfinding of the show - see overleaf.

Naming ConventionsThird-Party Marketing

Discover the unexpected

Pulse is the definitive event for trend-leading giftware, modern living and retail insight

Unseen brands revealed Cutting-edge product uncovered Nothing but inspiration 15—17 May 2016

Olympia London

pulse-london.com

HOME

REGISTER NOW

17—19 January 2016Olympia, London

topdrawer.co.uk

Experience the new, beautifully curated world of Home at Top Drawer.

Discover a carefully edited, global cross-section of products from the fi nest brands and designers.

Be part of the evolution of Home at London’s international event for creative retailers: Top Drawer.

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Olympia Grand

Olympia Conference Centre

Olympia National

Olympia Central

Olympia West

Venue NamesAs part of the new identity all Olympia venues must be referred to by their new names.

Olympia GrandOlympia NationalOlympia WestOlympia Conference CentreOlympia Central

Pillar Hall, Apex Room and Private Rooms remain the same.

Naming ConventionsVenue Names

45

Olympia Grand Map Olympia National Map

WayfindingVenue names must only be used in wayfinding materials, otherwise Olympia London should be used for all event marketing and communication materials.

Maps are available to highlight specific venues. Contact our team for a bespoke [email protected]

Sample Address for Marketing MaterialShow NameOlympia London Hammersmith RoadKensington W14 8UX

Naming ConventionsVenue Names

Olympia West Map Olympia Central Map

46Address Format

Olympia London Hammersmith RoadKensington W14 8UX

Address FormatShown left is the standard format for displaying the Olympia London address and contact details.

Additional Information When additional contact information is being used seperate the headers from the information with a 65% tint of the colour used.For example:Mobile+44 (0)79 1234 5678

Address Format

Additional information



Identity Guidelines - Olympia London...of the archway. 190mm(w) x 170mm(h) 65mm(w) x 78mm(h) Logo 08...

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