The aim of the visual identity manual is to explore a large range of applications for the new UKSA rebrand as well as to set some rules as to how the whole organisation should be branded and how this imagery should be used within a range of contexts. The manual will allow me to write my own ideas into how the UKSA should run its public facing image and give me an opportunity to explore a stricter, more refined form of graphic design, where function comes before form. The manual will have to be clear and precise, something which anybody dealing with the identity of the UKSA could pick up and read for instant help. The manual has three chapters:
1. Design Elements- Introducing the branding and rules about how to use it.
2. Typeface- For info on the rules of allowed typefaces and their fonts.
3. Design Examples- For examples of the branding in context so readers can fully understand the application of the branding in the real world.
As with starting any of these books I have set up a grid which I believe will give me just enough options to fit a range of imagery and text onto a page without giving me too many options that could lead to the design and layout becoming messy. The grid is 6x7 allowing for three columns of text and imagery per page or two columns of slightly wider content. I also plan on keeping the outermost sections of the grid clear so that the content is centralised, however allowing for extra room for larger images of longer blocks of text.
So here is some content in action. I have also added a bar to the top of the page, this will mark the UKSA branding on every page as well as a space for page numbers, section titles and the manuals title. This image shows the contents page and the introduction page. I placed the contents first for easy reference for the reader, It will be very simple to find if it is on the reverse of the cover page. The introduction is short and simple, basically outlining that the book is for reference to help designers and employees work with the new UKSA brand.
The second DPS introduces the new UKSA Orbit logo for the first time. I named the logo the 'Orbit Logo' because it depicts two celestial bodies in orbit. This DPS covers the different colours the logo can be presented in as well as the outline for embossing and rules for the use of boarders around the logo. The second page explains the colours that make the logo with reference to CMYK and Pantone for spot colouring or digital printing.
These pages introduce the UKSA text logo for the first time. The content is a reflection of the last DPS but with the UKSA Text logo instead. The two logos are presented on different pages to clarify that they are to be used in different contexts, also that the Text logo is to be used as the secondary logo to the orbit, or in locations that would suit the text version more effectively, like the side of a tall rocket, where it could run up the side.
This is followed by these rules in more detail, that the Orbit is the #1 logo and Text #2 but can be used and ever turned on its side for special applications. The second page on this DPS sets a few rules out by giving examples of how people using the branding should not use the logos. This covers obvious things like not being allowed to change the colour to not using the two different logo too close together in the same design space.
Pages 9 and 10 feature the official visual identity colours for the brand. A few of these have already been introduced in on previous pages but give more detail here, as well as adding the shades of grey that the UKSA can use. I also included the NCS and RAL colours where they were applicable here for use in interior or industrial design. The page confirms that if in doubt, use the pantone values.
Pages 11 and 12 round up the chapter with information about the construction of the Logos and a few more rules about what users can and can't do to edit or alter them. It is also an opportunity for the manual to display the logos independent of other overlay information or illustration so the reader can view them in full, at a larger scale.
Pages 13 and 14 introduce the second chapter in the book, Typeface. This basically lists the typefaces that the UKSA can use and gives some rules for their appropriate application to design. The pages here list off these rules and explain what roles the various typefaces can have under the new brand guidelines.
The next two DPSs just display these typefaces and their different fonts with the full alphabet and a range of glyphs and special characters. The main two typefaces are Century Gothic and Century Schoolbook, this gives a good range of serif and sans serif for designers to use. The third font is the web-safe and widely available Veranda which is to be only used by the UKSA online.
The third and final chapter starts on pages 19 and 20 with information about the brands usage on letterheads envelopes and parcel stickers. These examples follow the rules set out in the first two chapters and will act and guidelines to any UKSA employee wanting to write a letter, or send a parcel. This whole section also acts as an opportunity for me to prove that the branding works on a huge range of products and in a large number of contexts.
Page 19 details a UKSA business card layout and design with examples of the information that they could carry and details of the usage of both of the logos on either side, an example of their hierarchy. Page 20 shows the branded UKSA id card designed for all UKSA employees. The ID card contains a range of information about the employee with room for various codes and electronic chips which could be used to access certain areas of a building or sign in of out/ log work.
Page 23 explains how emails should be set up and used and how the UKSA signature should be placed. Page 24 gives an idea for the design and layout of a UKSA poster. This isn't an amazing art piece, the aim is that many non-designers will be using the logo and branding to create quick posters and will be probably putting them up in semi-public locations. These posters dont need to look great but they still need to follow the UKSA design protocol. So this example has to reflect that, simple design aesthetic that respects the fact that a lot of the people using this manual will not know how to design a great looking poster.
The next DPS on pages 25 and 26 give examples of how the website should be laid out, firstly on a image and text based page and then on a text based page. The aim of this would be for designer or coders to see this and understand how the new website should be built. It is also for the average user who may be updating or maintaining the website to understand the basic principles of the brands online aesthetic. The website obviously also uses Veranda, following the rules laid out in the Design Elements and Typeface chapter, as do all the other examples in this Design Examples chapter. The web design is much simplified over the current version which is a horrible mix of childish colours and mix-matched content. I have however kept the page titles.
The next few pages in this chapter detail the usage of the UKSA branding in a range of 3D spaces, primarily vehicles. Pages 27 and 28 show the Text and Orbit logos on 'Land vehicles', cars and vans. These would be vehicles that are used as company cars or for transport both on and off site so the identity of the UKSA must be clear, but also fit the design of the vehicles that they are placed on. For example the car uses the text based logo because of its lower profile, which would not allow for the large circular Orbit logo. The van however has a much larger sidewall so the Orbit logo can fit with space whereas the text logo would look to large if stretched to fit.
Pages 29 and 30 cover the application of the branding to various types of aircraft. This is not just the logo but also some livery features like the identity blue undercarriage and tail stripes. These aircraft are large examples of each category but they give examples of how the identity can transfer onto a very wide range of real world contexts.
Finally on pages 31 and 32 the manual explains how the UKSA visual identity fits on to two different types of spacecraft, firstly the standard launch vehicle upright rocket and secondly onto the REL SKYLON spaceplane that I have got very excited about. This demonstrates the manuals forward looking outlook as a positive reflection on space exploration, experimentation and travel. Here to I have added a few examples of spacecraft livery as well to fit and compliment the logos and UKSA identity.
The final DPS in the booklet provides the UKSA contact details that are referred to throughout the booklet. These range from general inquiry to specific people to contact for specific questions.
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