The purpose of these guidelines is to explain the use of the new brand style for Changing Lives Learning Trust and to reinforce consistent application of the visual elements in all communications. This includes publications, advertising, promotional material, internal and external communications and all other marketing materials, both online and offline. Design Guide Definitions Visual Identity An umbrella term not only for the Changing Lives LearningTrust logo but how any branded item looks and feels. Branding A look and feel created by consistent application of the logo and design. Pantone Corporate brand name for a universal colour specification. CMYK breakdown C = Cyan, M = Magenta, Y = Yellow and K = Black. A four colour breakdown of a specified colour will be shown in percentages from 0% to 100%.This is when a colour has to be reproduced when printing full colour communications. RGB breakdown R = Red, G = Green, B = Blue The three colour breakdown is used when specifying colours for screen communications such as a website. An RGB colour is shown using a range between 0 and 255. Mono Single colour. Clear space The exclusion zone around the logo or icon - where no text is allowed. Font A set type of one particular style and size. Body copy A term for the main ‘typeset block’ of text found on a page.This is typically found under a heading. Changing Lives Learning Trust 10
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