Using our brand - University of Worcester

Using our brand 

Corporate Identity Guidelines

Welcome 

01 

Our corporate identity affects 

how other people perceive us. 

The consistent use of words, 

imagery and symbols communicates 

our core values and ensures a 

coherent professional approach. 

When using our corporate identity 

please follow the simple guidelines 

set out in this document.

3D ‘graduated blue’ logo 

02 

This is the preferred version of our logo – it is printed in CMYK. Please use it wherever the 4-colour 

printing process is available. It should also be used for all non-printed media (i.e. websites, TV etc.). 

CMYK logo 

For use on light 

backgrounds 

CMYK white logo 

For use on dark 

backgrounds

2D ‘flat blue’ logo 

03 

These versions are printed in spot colour – only use them when the 4-colour 

printing process is not an option. 

2 spot colour - 

Pantone® 7461 (Roundel) 

Pantone® 289 (Type) 


backgrounds. 

1 spot colour 

Pantone® 7461 (Roundel) 


backgrounds. 

Mono 


backgrounds. 

White out 


backgrounds.

Watermark 

04 

We also have a watermark version of our logo which prints in a graduated 10%-0% tint 

of process cyan. This can be cropped and positioned anywhere on the page. However, 

never distort its proportions – it should always be a perfect circle. 

Cropping and size 

The watermark is designed 

to be used at a large size 

on the page. It should 

always be cropped on at 

least one of its sides. 

Distortion 

Never distort the shape 

of the watermark. 

Always check that it 

is perfectly circular.

Logo misuse 

05 

Be careful when handling our logo – misuse can be damaging to the brand. 

Never use the roundel or type on it’s own, our logo must always appear in its complete form. 

Scaling 

When scaling the logo 

don’t stretch or squash its 

proportions. Always place your 

cursor at the diagonal corner 

of the image and re-size 

using a diagonal movement. 

A simple way to check this 

is to look at the roundel and 

make sure it is a perfect circle. 

Colour 

Never change the 

colour of the logo. 

Relationship 

Never change the 

relationship between 

the type and roundel. 

Typography 

Never re-set the type. 

UNIVERSITY 

OF WORCESTER

Departmental and service logos 

06 

A set of departmental and service logos have been developed for use on course specific 

materials – examples are shown below. Never attempt to create your own. For individual 

departmental and service logos please contact the Marketing Department. 

Arts, Humanities 

& Social Sciences 

Worcester Business School 

Learning & 

Information Services 

Registry Services

Clear space 

07 

When using the logo, please ensure you allow plenty of clear space. 

Clear space 

The clear space given 

around the logo 

should be at least 

equal to the height 

of the letter W. 

Rud ea conse dionsecte modolob 

orercipit num velent lortinim a et il 

landre modolortie feugait ing exer 

sit la faci et utpat eugue veratem 

quisl ilit ad molo 

conullu mmodio 

a and exeraesequi 

eugiam, at quissi 

ent adioynsecte 

modoles equatis 

modoloborem eum iure magna feu 

facidui psummodipit nullutat. Ut la 

augue exerosto dolor se ming eu 

facip eui blaore te feuguer susci tis 

aciduis nonse tat. Ut ad mincipit adit 

nim quatums andiat, core modolore 

elenibh elent vel eugiat alisi 

euisisit venisi. Nulla feu feummod 

ignibh etummy nos dolorting et lut 

inim veliqui tat ad dolorper sequi 

ex eugue magnibh eu feummy nos 

nostis ad el enibh eugait iustie esed 

tat laorera estrud dit, commodiam 

zzriustrud magna feummod magna 

conum zzrilit amcommy nostisi tie 

venim veros ea at lumsan ero odolore 

mincidunt incin henim eraestie feu 

facipsuscil in utatum in utat. Giam 

zzrit ing esecte modolor tissi. Ciliquat 

wismolor iusto odolum volenibh ent 

ver inim dolum quis nullaortie dunt 

Min volore core tat ad dolore min 

henis aliquamconse dolorem diat. 

Ut ad digna accummod magna acilit 

wissi tat lut nostrud dolenis dolore 

modit, quat a au 

gait aut praessim 

dip et, vulputpat 

et, si endipis ent 

dio aths coatmmy 

nonse a eugue ve 

lenim er summod tatum vercipit la 

ad modolor augue tincilit aci et ad 

tetuer incipissi blam, si tie minibh eu 

faccum quisiscidunt lore faccumm 

odionsectem dolobore facip eugait 

praesed eugue dolore modiam, sumbl 

dignim ipit lummolortionVelendreet, 

ats sendre faciduisl diat inci tie do 

delis augait vel duis ad magna a fa 

ccum dolore feugiam ea feugait prat 

iriusti ncipit nulputpate conse minibh 

et, quat nostin ullam alit, volorperci 

bla con ero eugiat. Cumsan ulluptat 

praestrud molut luptat, veniam, 

vulla facil dolenis nos at, quat erosto 

consecte magnim erat inciniam qui 

blamcom molobore con utpat, vel 

do commy numsan venit alis nullamet 

augait at wiscip elese facilis 

nis adigna feugue eugait prat. Ut irit 

luptatem dignit augaisd sadasd to. 

In practice 

This example shows 

the clear space 

rule in practice.

Corporate colours 

08 

We have developed a range of three blues which are all derived from our logo. These colours 

are an essential part of our brand and it is important they always appear consistently. 

Light Blue 

Light Blue 

To be used as an accent 

colour. (See chart below.) 

54c 0m 0y 0k 

or Pantone® 305 EC (spot colour 305 C) 

Mid-Blue (principal colour) 

Mid-Blue 

This is our principal colour 

and therefore should always 

be the most prominent 

colour within all our 

communication materials. 

(See chart below.) 

91c 30m 0y 0k 


Dark Blue 

Dark Blue 

To be used as an accent 

colour. (See chart below.) 

100c 80m 0y 66k 


10% Light Blue 

10% Dark Blue 

80% Mid-Blue 

Use of colour within 

corporate communications 

This chart shows the 

correct percentages of 

blue to use when designing 

branded materials. 

Light and Dark Blue should 

be used sparingly to add 

contrast to your designs 

with Mid-Blue always being 

the most dominant colour.

Logo usage on corporate colours 

10 

When to use blue type and when to use white type. 

White 

Use blue type. 

Light Blue 

Use blue type. 

Mid-Blue 

Use white type. 

Dark Blue 

Use white type.

Typography 

11 

Bliss – our primary corporate typeface has been carefully selected to express the character of 

the University of Worcester brand. It is modern, friendly and easy to read. Please use Bliss on all 

matters relating to external presentation e.g. leaflets, corporate literature, signage, posters etc. 

As a standard alternative Arial has been chosen for use on internal documents, PowerPoint 

presentations and letters. Please contact our Marketing Department for further guidance. 

Bliss 

Bliss Light 

ABCDEFGHIJKLMNOPQRSTUVWXYZ 

abcdefghijklmnopqrstuvwxyz0123456789 

Bliss Regular 



Bliss Medium 



Bliss Bold 



Bliss Heavy 



Bliss Light Italic 



Bliss Italic 



Bliss Medium Italic 



Bliss Bold Italic 



Bliss Heavy Italic 



Arial 

Arial Regular 



Arial Italic 



Arial Bold 



Arial Bold Italic 


abcdefghijklmnopqrstuvwxyz0123456789

E-mail sign-off 

12 

The majority of our communications are now by e-mail so please 

ensure you use the correct sign-off as illustrated below. 

Hi Claire, 

Lore modiam, consed tat luptatisim do delenim volent incin enit autpat. 

Tisi tem eraestrud tie dunt num incincin utet la con ex et alit iure dio 

odigna feugiat. Quam, commodigna commodignibh ent wis nonse. 

Kind regards 

John 

John Sample 

Job Title, Department Title 

University of Worcester Tel: 01905 855XXX Fax: 01905 855XXX 

For further information about opportunities to study at the University of Worcester 

please visit our website www.worcester.ac.uk 

Web url 

To further cement our title of University of Worcester our web address will change to 

www.worcester.ac.uk (previously www.worc.ac.uk). The e-mail address remains 

xxxx@worc.ac.uk for the time being.

PowerPoint templates 

13 

We have developed a range of three PowerPoint templates. 

Please use these for all corporate presentations. 

Template 1 

This is an introductory 

slide. It allows space for a 

main heading and date. 

Main Title page 

Month Day Year 

www.worcester.ac.uk 

Content page title 

• Bullet One 

- First line 

- Second line 

• Bullet Two 

• Bullet Three 

Template 2 

This is a content slide. It 

allows space for a heading 

and series of bullet points. 

The dark blue background 

is particularly effective 

when being used as a 

projection or on screen. 


Content page title 

• Bullet One 

- First line 

- Second line 

• Bullet Two 

• Bullet Three 

Template 3 

This is a content slide. It 

allows space for a heading 

and series of bullet points. 

The white background 

is particularly effective 

when being used as a 

printed document. 

www.worcester.ac.uk

Departmental papers and colours 

14 

A range of departmental papers and colours have been 

developed to differentiate each of our schools. 

Applied Sciences, 

Geography & Archaeology 

School of Sport 

& Exercise Science 

Institute of Health 

& Social Care 

A4 & A3 Papers 

These are for general use 

when publicising course 

specific information. 





& Social Science 

Institute of Education 

Worcester Business School 




Applied Sciences, 

Geography & 

Archaeology 

Pantone® 375 

School of Sport 

& Exercise Science 

Pantone® 226 

Institute of Health 

& Social Care 

Pantone® 339 

Colours 

A bright and welcoming 

palette of colours has been 

selected to complement the 

University of Worcester logo. 


& Social Science 

Institute of 

Education 

Worcester Business 

School 

Pantone® 144 

Pantone® 259 

Pantone® 320

Personalised Letterheads 

15 

Personalisation of the standard University of Worcester letterhead. 

John Ryan 

Registrar and Secretary 

Direct Line: 01905 855014 Fax: 01905 855377 

e-mail: j.ryan@worc.ac.uk 

Area 

Space has been allowed 

in the top right corner of 

our standard letterhead 

for personalisation. 

Always make sure the 

text is set in 10pt Bliss 

on 12pt leading. 

Never exceed a maximum 

of 4 lines of text. 

Please see examples 

below for guidance. 

University of Worcester Henwick Grove Worcester WR2 6AJ 

Main Switchboard: 01905 855000 Fax: 01905 855132 www.worcester.ac.uk 

The University of Worcester is an exempt charity. 

Registry Services 

Tel: 0000 0000000 

Fax: 0000 0000000 

e-mail: registryservices@worc.ac.uk 

Worcester Wolves 

Head Coach – A Sample 

Tel: 0000 0000000 Fax: 0000 0000000 

e-mail: worcesterwolves@worc.ac.uk

Associated Centres 

16 

Whilst we do not want to subsume the identity of key Centres we do want to improve 

understanding about the clear relationship between University of Worcester and important 

associated Centres. All Centres must obtain the approval of their Head of Department before 

using any additional logo. Below are examples of how this should work. 

Match the height 

Match the width 

Logo hierarchy 

The Centre logo should always 

be the most prominent 

logo on the page. 

As a guide – the Centre 

logo should be either twice 

the height or width of the 

University of Worcester logo. 

The National Pollen & Aerobiology Research Unit 

is a research unit at the University of Worcester 

Example A 

The University of Worcester 

logo should always appear 

at the bottom left of the 

web page/document/leaflet. 

Always include a line 

of copy to explain the 

association between the 

Centre and the University. 

Example B 

The Centre for Research in Early Childhood 

is a research unit at the University of Worcester 

Example C 

The Centre for Rural Research 

is a research unit at the University of Worcester

Useful tips and further information 

17 

Downloading images and our logo 

Always download the logo from the K drive. 

Do not simply copy and save off the web. 

For printing – we have a full range 

of spot colour and CMYK vector eps 

files for high resolution printing. 

For web use – we have a full range of low 

resolution rgb jpg files saved at 72dpi. 

Abbreviations 

Try to avoid abbreviations in all external 

documents. For internal documents – use 

the abbreviation UW as standard. 

If you have any questions 

or difficulties using the 

University of Worcester 

brand identity, please contact 

our Marketing Department 

on 01905 855141. 

Thank you. 

Alignment 

Wherever possible our logo works best 

when it is aligned to the left of the page. 

University of Worcester Henwick Grove Worcester WR2 6AJ 

Main Switchboard: 01905 855000 Fax: 01905 855132 www.worcester.ac.uk 

The University of Worcester is an exempt charity.

Using our brand - University of Worcester

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