Division of Corporate Affairs and Planning

VISUAL IDENTITY GUIDE NUMBER 5

Using the logo on Universitymerchandise and gifts

www.le.ac.uk/marketing

General principles

This guide gives guidelines for the production of three different types ofmerchandise: items made of flexible material such as clothing, umbrellas, bagsand folders; items made of rigid material such as pens, pencils and mugs; andprinted material such as notebooks.

All logo-branded items will have a similar look in order to create a cohesiverange. Only items with a black or dark blue, or red background may be usedfor logo-branded merchandise.

A full colour University logo should be used in preference. However, a newsingle colour version of the logo has been produced for printing in white orsilver. This should only be used on branded merchandise when cost ortechnical limitations prohibit the use of a colour logo.

Permission to use the words ‘University of Leicester’ instead of the logo mustbe sought from Helen Pennack, Head of Marketing and Communications.

When requesting new promotional merchandise material from suppliers youare responsible for seeking their assurance that our logo will be reproducedclearly. For items that will be manufactured in large quantities it may beadvisable to see a proof of the logo on the item using the actual method ofreproduction.

Further advice

A University logo kit, suitable for the items described here, is available from:

Angela ChorleyManager, Design ServicesDivision of Marketing and Communication0116 252 5168 anc@le.ac.uk

2 UNIVERSITY OF LEICESTER · DIVISION OF MARKETING AND COMMUNICATIONS

Using the logo on University merchandise and gifts

Well-produced merchandise and gifts help to build brand awareness and are good tools

for public relations building. This guide describes University guidelines for a core range

of goods, including clothing.

Core item list

Flexible material: fabric, vinyl andleather items – normallyembroidered or screen printed• Clothing such as hoodies,sweatshirts and t-shirts

• Baseball caps• Umbrellas• Conference folders/ring binders• Baseball caps• Bags, including carrier bags

Rigid material: includes pens andpencils and ceramic items• Standard University give-away pen• ‘Executive’ and other pens• Pencils• Mugs

Printed material: includingstationery• Notebooks and diaries• Postcards• File paper pads

Items for special promotions andcampaignsThese must be designed formanufacture by Design Services:contact designservices@le.ac.uk

Acceptable embroiderySome loss of detail is unavoidable.This example on a baseball cap isacceptable (shield width distortiondue to perspective in photo).

Unacceptable screen printingThe logo was too small to rendercorrectly. This example on a wallet istherefore unacceptable.

VISUAL IDENTITY GUIDE NO. 5 · USING THE LOGO AND CREST ON UNIVERSITY MERCHANDISE AND GIFTS 3

The colour palette for branded merchandise

Only items with a black, dark blue or red background may be selected forcore branded merchandise. As items will be provided by a number ofsuppliers it is not always possible to specify an exact Pantone match for thebackground colours. However, please try to select those which most closelymatch the colour references given here.

Background colours

Pantone Black Pantone 280 Pantone 485

*White counts as a colour for some reproduction methods

Logo colours

Black

Pantone Warm Red

Pantone 143

White*

Pantone 877 (silver)

The logo for branded merchandise

Two versions of the logo are available for branded merchandise: a full colourversion with white text and a single colour version for printing in either whiteor silver. No other colours must be used to reproduce the logo.

Both logo versions are shown below at 120 mm wide.

The logo on flexible material: fabric, vinyl and leather

These items will probably be screen printed or embroidered. Large quantitiescan sometimes be printed properly before the item is made up, if enoughlead time is allowed.

Please note that the logo is very detailed. Special techniques such asembroidery or screen printing may only be of acceptable quality if the logo isfairly large.

Logo placement

On hoodies and t-shirts logos should be placed traditionally on the wearer’schest, left-hand side. For conference folders, ring binders and bags the logocan be placed at either top left or bottom right (see box right).

For embroidery and screen printing the supplier will create a disk file fromour logo file, which they should archive so that it can be reused on futureorders. If possible use the same supplier and disk so that quality andconsistency can be maintained across the range.

See below for the minimum recommended width for embroidery:

4 UNIVERSITY OF LEICESTER · DIVISION OF MARKETING AND COMMUNICATIONS

120 mm wide

9 mm clearance orheight of cap ‘U’ in logo

Estates Department(Departmental or society names can be placed below the logo.

Arial Bold or Frutiger Bold should be used.)

Logo placement on ring binders,folders and bags may be in thetop left or bottom right (minimumwidth 90 mm recommended).Leave a space equivalent to ashield width around the logo.

Alternative positionfor logo

Hoodies, sweatshirtsand t-shirts must beeither black, darkblue or red. Note: studentambassadors andexams officehelpers wear redgarments.

Examples of the logo printed onflexible material

The list of core products is not definitive andadditional items may be added providing thelogo can be clearly reproduced. Items arerepresented here for illustration only.

The logo onumbrellas willprobably be largerthan the minimumsize.

VISUAL IDENTITY GUIDE NO. 5 · USING THE LOGO ON UNIVERSITY MERCHANDISE AND GIFTS 5

Ambassador

6 UNIVERSITY OF LEICESTER · DIVISION OF MARKETING AND COMMUNICATIONS

The logo on rigid material: plastic and ceramic

These items will most likely be screen or inkjet printed. The logo will probablyreproduce with greater clarity on a hard surface such as plastic, depending onsurface texture. For this reason the logo can be smaller than for items madeof flexible material.

In 2009 the Nero pen, made with recycled ABS plastic, was identified as agood basic pen and is recommended for giving away. Its black plastic basecolour enables effective reproduction of the University logo using only threecolours. Good quality screen printing on the Nero pen sets it apart fromothers we have seen.

Measurements are shown below for the minimum logo size of 50 mm:

This pen is made from recycled plastic

50 mm wide

clearance of height of cap ‘U’ in logo

A note about branded give-aways: the UniversityBookshop stock many items suitablefor giving away at open days andconferences.

For further information:0116 229 7440bookshop@le.ac.uk orvisit the web site:www.le.ac.uk/bookshop/

Acceptable screen printing on a penThis example uses the base colour ofthe pen to create black in the logo.

The pens illustrated hereare Senator Super Hit ECO ballpens. The shape of these is similar to the Nero pen above and would bea good alternativeor to extend the range.

It is not cost-effective to print pencilswith more than one colour. White orsilver may be used to print the newsingle colour logo.

Examples of the logo printed on rigid material

VISUAL IDENTITY GUIDE NO. 5 · USING THE LOGO ON UNIVERSITY MERCHANDISE AND GIFTS 7

The logo on printed material: notebooks and diaries

These items will be offset litho printed and, whenever economically possible,the logo should be in colour. The rules for printed merchandise will broadlyfollow the guidelines for general University printed material, as described inVisual Identity Guide Number 1. However, as merchandise and gifts will beused as souvenirs and mementos, the University logo is larger.

Artwork for printed merchandise must be set up by Design Services.

Mugs can be printed on both sides withthe logo at approximately 70 mm widecentred on each side.

Examples of A4 and A5 notebooksAn 80 mm logo is positioned top left. It is placed a shield widthor more, depending on binding, from the edge of the page. Thecover can be printed on glossy card or laminated for durability.

8 UNIVERSITY OF LEICESTER · DIVISION OF MARKETING AND COMMUNICATIONS

Finally…The examples in this guide aresupplied to illustrate the principles ofcreating a cohesive range ofmerchandise and gifts.

The principles can be applied toother items not included in thisguide.

A University logo kit, suitable for theitems described here, is availablefrom:

Angela Chorley Tel: 0116 252 5168 Email: anc@le.ac.uk

Preferred promotional merchandise suppliers It is important that the best possible quality is achieved for the University. Thefollowing are approved suppliers who have worked with us in the past.

Further information

This booklet is part of a series describing how to apply the University ofLeicester’s Visual Identity. Further information is available from the Division ofCorporate Affairs and Planning web site:www2.le.ac.uk/offices/marketing/advice/visual-identity/visid-booklets © University of Leicester 2010

EXTRAVAGANZAFirst Floor101 London RoadLeicesterLE2 0PFTel: 0116 285 2417Fax: 0845 862 1101

Contact: Aarti Parmar

Supplied the ‘Nero’ standard give-away pen. Can also supply a hugerange of material, including clothing.