The Malta Council for Science & Technology Brand Book

7/30/2019 The Malta Council for Science & Technology Brand Book

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Brand Book

C o m m u n i c a t i o nGuidelines


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INTRODUCTION

LOGOS

The Councils Logo

Format

Placement

Incorrect Usage

TYPEFACESPrimary Typeaces

Complimentary Typeaces

COLOUR

Print Colour Palette

PHOTOGRAPHY

Colour Photography

Black and White Photography

TABLE OF CONTENTS

STATIONERY

DESIGN EXAMPLES

Outdoor

PowerPoint Slides

E-mail Templates

WEB

Branding BarWeb Colour Palette

Typeaces

Recommendations

EDITORIAL GUIDELINES

3RD PARTIES

CONCLUSION


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Dear Colleagues,

The ollowing brand book was created to help bring consistency to the way we all communicate about The Malta

Council or Science and Technology.

Today, with the advent o the internet, globalization and the open economy branding is not just or consumer

brands; branding is how you are seen and the way you want to be seen. Branding is the your ticket. Your ticket

to the world and The Malta Council or Science and Technology has a ticket to give.

The rst companies which, during the industrial era, realised that one day brands will be valued have become

todays POWER BRANDS. These are companys whos brand has become an equity, companies which brand

name alone is as valuable as the products/services they oer. Many in those days looked down on these

companies and must have snubbed their eorts. The latter are now history, though not mentioned in any history

book. The ormer are Cadbury, Coca Cola, Johnson & Johnson........The rst companies which invested in the

brand, exposure and all the eorts a healthy brand requires. However, the archaic steps in this long process

was that o realising the need or a brand and its creation. Today, i you see a red box with a horizontal wave,

you think COKE, a purple plastic bag with white writing you think Cadbury, simply because these brands have

invested heavily in their branding and have always monitored the way it was reproduced.

This is what we intend to create with this document. We want to give you guidelines created or us by proes-

sionals in the eld. Guidelines which will give The Council equity as well as your job.

We thank you in advance or your kind cooperation.

Best regards,

David Micalle St John

Marketing and Public Relations Executive

INTRODUCTION


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A logo is the ace and signature o the brand. It connects the brand to all orms o communication. The more

consistent a logo looks and is used - the more likely it will be remembered and make an impact.

Each communication needs to be able to stand alone as a proper representation o the brand, but also gain

strength as a cohesive and integrated collection o materials. These guidelines provide direction or how The

Malta Council or Science and Technology should be used to help uniy materials and continue to build the

brand.

The Magniying LensThis is the logo or use in all branding materials or communications rom or about The Council. Examples include

letterhead, business cards, print ads, Council collateral, und application orms, television slots, videos, Web sites

and more. Guidelines or how to use this version have been established to maintain consistency and are detailed

in the ollowing pages.

To avoid misuse o the logo, it will only be distributed in ti, jpeg or eps ormat.

No edit-able ormats o the logo will be allowed to be given to 3rd parties unless it is necessary.

THE LOGO


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The logo is made up o various elements most important o which are the colours.

The primary colours are black and cyan and the use o the two colours in both ore and background is extremely

important or uniormitys sake.

The logo is available in 3 ormats or very important reasons and the use varies according to back ground

colours and circumstances.

The primary logo, which should be given most exposure is the two colour version. It is important that in corpo-

rate communications; those dictated or prepared by the Council, should have a white background so that the

primary logo is used.

The white logo (reversed out) is meant to be reproduced against a very dark background. When we need toplace the logo against a background o a grade higher than a 50% shade, we must use this logo.

I or when the background is lower than 50% shade or lighter than (say) cyan, we use the black colour (mon-

tone).

It is also very important to use the logo ONLY in its original ormat; i.e. In its 45 ormat. It is not allowed to use

the logo in any other ormat but that.

On the let you will nd some useul guides to help you with our logos use.

FORMATS


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0%

10%

20%

30%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Logo placement on light background colour visuals

Logo placement on light background monochrome visuals

Logo placement on dark background colour visuals

Logo placement on same colour visual


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The logo is made up o 4 elements. The are the circular eature, the ont, the angle and the colour. The continu-

ous and proper use o these elements will help creating awareness o the identity.

The circular eature, which may also the called the artistic element will eature predominantly on our livery.

Eventually, this mark will represent the logo on its own.

The ont, HELVETICA, is one o the largest and most fexible ont amily created to date. The windows equivalent

is Arial which rom now on will be set as the deault ont or all communications both internally and with 3rd

parties.

The 45 angle will be the main eature on advertising livery, and print/web design. This can be used in ormats

such as squares, text and pictures as shown in the examples.

Cyan, which is one o the primary colours used in the 4-colour process is a very easy, straight oreword and

modern colour. The use is extensive and easy to use. Gradients should be avoided as it is considered a dated

concept in design, however shades o cyan is highly suggested. Black, greys and white are the main colours

suggested, however any colour DARKER than cyan can also be used.

As explained previously, the corporate colours are cyan and black and variations o the two are acceptable and

may be used with the previously explained ormats and placements.

The use o the other printing colour (C M Y K) magenta and yellow could also be used to compliment the logo

when the logo is reproduced in either monochrome or reversed out. This applies to any other colour o choice.

However, the generic colours should be cyan and black predominantly on white.

The use o white as a background is vital as it highlights the logos qualities in terms o angle and the circular

element.

The ElementsABCDEFGHIJKLMNOPQRSTUVWXYZabcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdeghijklmnopqrstuvwxyz

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz






IMAGINE

INVENT

INFLUE

NCE


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The placement, where to put all the elements, also plays an integral part o the branding process as it helps

portraying the identity in a uniorm manner.

The logo: The complete logo with title & circle element should be placed as ollows:

Print: on print matter (stationary, advertising, newsletters etc..) the logo should be placed on the top right

corner. The writing/typing margin should start at the corner generated by the end o the circle element

(see let).

Signage/outdoor: This depends on the orientation and size o the sign. In the case horizontal signs; the

logo should be placed on the let. Whereas in the case o vertical ormat (which is the ideal or our logo)logo should be placed across the top spread rom side to side.

The circles: The complete logo with title & circle element should be placed as ollows:

Print: on print matter (stationary, advertising, newsletters etc..) the circles should be placed opposite the

logo (NEVER DIRECTLY UNDERNEATH).

Signage/outdoor: This depends on the orientation and size o the sign. In the case horizontal signs; the

logo should be placed on the let. Whereas in the case o vertical ormat (which is the ideal or our logo)

logo should be placed across the top spread rom side to side.

Placement

Villa Bighi

National Funding Unit

Science Popularisation Unit

Policy & Strategy Unit

National FP Funding Unit

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Malta Council orScience & Technology

VillaBighi, KalkaraKKR 1320 Malta

Tel: +356 Fax: +356


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As explained earlier in this document, the ont chosen or the new identity is Helvetica, however, the right usage

o the ont is not enough.

The Helvetica ont is extremely large and versatile and dierent versions o the ont could be used to highlight

words or phrases within a singular sentence or line. Example to the let.

One o the primary reasons behind the re-branding process was that o empowering the organisation and de-

tach it rom MCAST. The board decided to remove MCST rom the logo and to use the ull organisation name.

This is meant to re-enorce and to remind what the organisation is about.

For this reason the only time we will be using MCST are in the case o the e-mail addresses, website and maybe

when answering the phone. It is important that in uture communications, literature and presentations MCST

has to avoided.

When one is reerring to the organisation, the FULL title should be used. When the organisations name is

repeated within the same paragraph or sentence, one should use the word COUNCIL. An example can be seen

on the let.

Corporate colours must also be refected on how text is rendered. Headings, titles etc, should always be in

either Black or Cyan.

Justication must always be to the let or right, NEVER, centred.

The ont unctions must also be respected; the use o bold and italics should dier according to relevance and/

or importance. The sequence should be as ollows:

BOLD: Title

Semibold: Sub title

Normal Text: body

Italics: notes/clarications

Text

As we are committed to reaching the objectives set out or us, we have given the raising

o the Councilsprofle much importance. The new year will bring a new identity throughre-branding and a revamped, more interactive website. Eorts to increase the presscoverage received by the Malta Council for Science and Technologyand its successstories is already underway.

David Micallef St John BA Hons. Political Science (Milano)Marketing & Public Relations Executive

Villa Bighi, Bighi,Kalkara KKR 1320,Malta

e-mail: [email protected]

tel: +356 2360 2131 fax: +356 2166 0341 mob: +356 9986 1007

xjenza n.. (pl. xjenzi) science. xjentifcamentadv. scientically, in a scholarly way. xjentifku

a.m. ( .xjentifka, pl.xjentifci) scientic, xjenzat

n.m. ( ~a. pl.~i), xjentist n.m. ( .~a. pl.~i)

scientist.


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Communication or The Malta Council or Science & Technology is split between 3 platorms and target audi-

ence. There is a corporate level, which is that o communicating what the organisation is about and its duties.

The unding mechanisms, which is aimed at expanding its reach to those niches which would be interested in

the Councils unding mechanisms and nally the Science Popularisation unit which is that responsible o expos-

ing the council & its subject to the next generations.

Intrinsically, even though the communication platorms may seem distinct and specic, having one common

subject makes the councils communication ver y linear; meaning 1 common goal: that o communicating Sci-

ence.

In a nutshell, what the above sentence means is that even though one may argue that we should have dierent

languages to communicate to the dierent niches, studies show that those organisations which chose to be

specic in their communications ailed and messages today are written and portrayed as simple as possible to

attract the mass. It is thereore the medium and NOT the message that dierentiate the target audience.

It is also important, at this stage, to expose the new brand, and thereore, uniormity is extremely important.

Thereore, we should be able to device a unique message and ormat which may be adjusted BUT NOT

changed to the relevant audience.

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As mentioned previously, The Malta Council or Science & Technology should somehow strike a balance in

its communication methods so as to be able to communicate to as many segments o the public as possible.

We are thereore working on visuals which will more or less work on the concepts drawn on the let.

The idea is to use elements o our logo, use them as magniying glass and highlighting the scientic aspect o

the specied area.

This concept could be as inormative as intriguing and it could also be extended to be as technical as onechooses to be.

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The MaltaCouncilfor Science &Technology

Isthe government bodyresponsible or research policy,promoting scienticresearch,management

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Isthe government bodyr esponsible or research policy,promoting scientic research,management

o the local research unding programme and is the national contact point organisation or the EU

Research FrameworkProgramme (FP).


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When projects & research study is unded by The Councils mechanism, it is imperative that it is duly com-

municated. The contracts signed beorehand should state that any communications regarding the subject must

include a mention o this and the corporate identity should also be refected.

We have thereore devised guidelines which we can circulate to researchers and partners attached to the above

mentioned contracts. These guidelines are also available or download rom our website as sot copies.

As previously explained, our emphasis should always be based on white backgrounds, however we will also

provide options or dierent circumstances.

Funding

Project nanced by the Malta Council or Science & Technology

through the Seventh Framework Programme (FP7) (year)

Project nanced by

The Malta Council or Science & Technology

through the National Research & Innovation

Programme (year)

The Malta Council for Science & Technology Brand Book

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Transcript of The Malta Council for Science & Technology Brand Book