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A guide to our visual identityRoyal Academy of Engineering2Introduction Introduction The logo The key elementsApplying the elements >Identity guidelinesVersion 1.0At the heart of societyThe Royal Academy of Engineering promotes excellence in the science, art and practice of engineering. We are Britain’s national engineering academy as well as the fellowship of the country’s most eminent engineers. These guidelines have been created to explain the Royal Academy of Engineering’s visual identity and how it should be used. They are intended for anybody who works with the organisation, whether you are commissioning, designing or delivering communication materials as a member of staff or an external agency.Please read these guidelines carefully as they contain detailedinformation on how to apply the design elements and ensure we create a unique and flexible visual identity that is distinctly ours.Royal Academy of Engineering3 Introduction The logo The key elementsApplying the elements >Identity guidelinesVersion 1.0Introduction ContentsThe logo01 Our logo02 Colour varients03 Our strapline04 Logo colour formats05 Logo sizes06 Use on coloured backgrounds07 Exclusion zone08 Positioning the logo09 Working with partner brands10 Our logo as an endorsement11 Please avoidThe key elements12 The thread device13 Working with the thread16 Our corporate typeface17 Working with typography18 Producing clear print19 Our system typeface20 Our colour palette24 Imagery style25 Gradient overlay image treatmentApplying the elements26 Our distinctive visual style27 Design tone A28 Examples of design tone A29 Design tone B30 Examples of design tone B31 Design tone C32 Examples of design tone C33 The A4 grid34 The A5 grid35 Working with the grid36 The grid in use37 The design checklist38 Further informationRoyal Academy of Engineering01The logo Introduction The logo The key elementsApplying the elements >Identity guidelinesVersion 1.0Our logoOur logo is modern, confident and distinctive and ensures we stand out in the marketplace. It is made up of two elements - the symbol and the wordmarque. These elements are of a fixed sizeand position relative to one another and should not be altered in any way. Never attempt to recreate the logo and always use the master artwork supplied. Our logo is the most valuable asset of our visual identity and an instantly recognisable symbol of the organisation. It has been inspired by a flint axe and designed to visually represent our core proposition – engineering is at the heart of society.The symbolThe wordmarqueRoyal Academy of Engineering02The logo Introduction The logo The key elementsApplying the elements >Identity guidelinesVersion 1.0Our logo is available in a series of different colour versions to enable flexibility and creativity in application. They are to be used freely and not to categorise communications.Colour variantsThe logo must ...