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tothepointscience

about us

•DesignConsultancyestablishedin1991•Independentlyowned•12full-timestaff•Top100UKdesignconsultancy•Clientsrangefromstart-upstocorporates•Weconsidertheenvironmentinallthatwedo

Ourethos,asournameimplies,isallaboutclear,concisecommunication.Thishasrealvalueintoday’sbusinessenvironment,whereorganisationsareconstantlycompetingforattentioninanincreasinglycrowdedmarketplace.Wehelpourclientsdifferentiatethemselvesthroughinnovativebrandingandmarketingmaterialsthatproviderealbusinessbenefit.

our offer

Ourbrandingexperienceanddigitalmediaexpertiseguaranteesaconsistentlocalandglobalpresence,reaching,informingandultimatelyinfluencingyouraudience,whetherinternalorexternal.

Fromasimpleidentityandwebpresencetocorporateinteractiveandvideopresentations,weprovidetechnologicallyappropriatesolutions,designedtoexcite,clarifyandstrengthenyourmessage,ensuringyougettheresultsyouwant.

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British Science Association

QA

HowdidwechangetheperceptionoftheBritishScienceAssociationfromatraditionalorganisationtoonethatisapproachableandforwardthinking?

Bycreatingabrandthatinstantlycommunicatestheorganisation’sroleasthepublicfaceofscience,whichisfriendly,accessibleanddynamic.

branding

launch invite

launch showreel

visit:launchshowreel

sciencecommunicationconference

13th&14th

July2006

BRITISHSCIENCEASSOCIATION

British Science AssociationBrand Tool Kit

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abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()Century Gothic Medium

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()Century Gothic Bold

C0,M100,Y0,K0 C100,M0,Y0,K0

C50,M0,Y100,K0 C0,M0,Y100,K20

CRESTAwards

Master Logos Positional Guides

Sub Brands Colourways

Font Usage

Image Usage

guidelines

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Brand ToolkitContents

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ContentsWhat is a brand?An impactful brandFlexibility of the identityConsistency with existing marksThe use of colour – primary paletteThe use of colour – secondary paletteRecommended and restrictive usageDiffering format requirementsPositioning of the logoLogo misuseFont usageUse of typography and white spaceUse of imageryCharity endorsement

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Brand ToolkitUse of typography and white space

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The creative use oftypography and whitespace is also anessential part of thebrand and the balanceof the fonts from thelight to the bold shouldbe considered whenlaying out documentsto add a focal point,draw attention, or actas a clean typographicfeature. Similarly thelogo graphic (splashdevice) can be usedin conjunction withtitles as a means ofadding impact.

sciencecommunicationconference

13th&14th

July2006

BRITISHSCIENCEASSOCIATION

What makesa science storynewsworthy

Ever read a science story andthought you could do a betterjob at the reporting? Or perhapsyou have had a bad experienceof the media and want to regainyour confidence?

Spend 3-8 weeks on a BA MediaFellowship placement workingwithin a media organisation.Improve your writing skills, producingaccurate, well-informed piecesabout developments in science.Experience how science becomesnews and become a bettercommunicator yourself.

Hosts include:The TimesThe GuardianBBC Radio

For further information and theonline application form visit:www.the-ba.net/mediafellows

Application deadline:31 March 2008

BRITISHSCIENCEASSOCIATION

Example 1A typographic featureBold vertical type adds intrigue and encouragesorientation of the document as does the logo itself

Example 2Titles with the splashThe title of apublication couldbe used togetherwith the splash devicefor impact and to re-emphasise thebrand

Example 3Creating balanceLarge volumes of textshould be set in lightwhereas pull outcopy could be set inmedium or bold

Example 4The use of white spaceThe use of white space is anessential part of the identity.When using type and imageryalways consider white spaceto add clarity and cleanlinessto the document

04

Brand ToolkitFlexibility of the identity

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CRESTAwards

The identity has been designedwith flexibility in mind so thatthe core elements remainand, through the variety of useof these elements and theintroduction of colour, there is true versatility.

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The British Science Association Identity

The British Science Festival Identity

The CREST Awards Identity

The new brand bringstogether all the disparateelements of our organisationunder one overriding umbrellawhilst allowing flexibility foreach area of activity to have its own personality and freedom.

NATIONAL

SCIENCE &ENGINEERING

WEEK

05

Brand ToolkitConsistency with existing marks

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In order to bring someconsistency between thenew brand and existing markssuch as ‘National Science &Engineering Week’ and the‘Crest Star Investigators’ wehave incorporated someminor tweaks to both thesemarks that are negligibleto the naked eye but whichbrings them both into thesame typographic family.

To minimise the impact onexisting identities that haveeither only recently beenimplemented or are verypopular with their presenttarget audience we proposeminimal typographic changesthat are acceptable to all parties

CREST

I N V E S T I G A

T OR

S

Existing Badge Logo New Badge LogoSame Graphic, different font

(Century Gothic)

.....................................................................................................Crest Star Investigators

Existing Logo New LogoSame Graphic, different font

(Century Gothic)

.....................................................................................................National Science & Engineering Week

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Brand ToolkitRecommended and restrictive usage

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Dependant on usage the identity has a:i) recommended sizeii) minimum sizeiii) restricted size

You will see that the restrictedsize identity is modified from theoriginal and is stacked to allowfor greater legibility of type.

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28mm

50mm

10mm

Recommended sizeUsage on items such as A4 brochure covers andwhere the organisation ispromoting itself.

For larger format usage, such as posters, you shouldscale up proportionally.

The logo is saved at 100mmwidth, so that at 50% it will be 50mm.

Minimum sizeUsage on items that havesize restrictions, such asbusiness cards and smallpress ads or in situationswhere the organisation isendorsing a product.

Restricted sizeOnly to be used as a lastresort where severe constraintsdo not allow the usage ofthe minimum size logo.

Exclusion zoneNo graphic elements, otherlogos or text should touch thelogo or come within a clearzone measured as 10% of thelogo width. In the exampleshown here, the logo width is50mm and the exclusion zoneis 5mm all round.

50mm5mm 5mm

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Brand ToolkitThe use of colour – secondary palette

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Secondary/Festival paletteIn addition to the Primarycolour palette, we haveproduced colourways for theBritish Science Festival. Thisrange may be used for graphicelements as well as selectingone for the event logo itself,(which could change coloureach year if preferred).

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Secondary/Festival Palette

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PMS Process MagentaC0, M100, Y0, K0R236, G0, B140

PMS Process CyanC100, M0, Y0, K0R0, G174, B239

PMS 021C0, M50, Y100, K0R247, G147, B30

PMS 368C50, M0, Y100, K0R140, G198, B30

PMS 606C0, M0, Y100, K20

R216, G200, B0

PMS Cool Grey 9C0, M0, Y0, K50

R147, G149, B152

Important note. The colourways above can be used as alternative colour options for the British Science Festivel logo itself.

British Science Associationendorsing the product

Bottom left or right

Promoting the British Science AssociationTop left or right

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Brand ToolkitPositioning of the logo

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Positioning of the logo is determined bywhether the product is being endorsed bythe British Science Association or promotingthe organisation.

Promoting the British ScienceAssociationIf the product concerned ispromoting our organisationthen the logo is positionedeither top left or top right.The logo to be used inthis situation is the 50mm‘recommended size’.

British Science Associationendorsing the productIf the product concernedis being endorsed by theBritish Science Associationthen the identity is positionedeither bottom left or bottomright. The logo to be used inthis situation is the 28mm‘minimum size’.

The images presented are justexamples of how you can usethe new logo

rise to thechallengewww.the-ba.net/crest

CRESTAwards

britishsciencefestivalLIVERPOOL6-11 SEPT 08

What makesa science storynewsworthy

Ever read a science story andthought you could do a betterjob at the reporting? Or perhapsyou have had a bad experienceof the media and want to regainyour confidence?

Spend 3-8 weeks on a BA MediaFellowship placement workingwithin a media organisation.Improve your writing skills, producingaccurate, well-informed piecesabout developments in science.Experience how science becomesnews and become a bettercommunicator yourself.

Hosts include:The TimesThe GuardianBBC Radio

For further information and theonline application form visit:www.the-ba.net/mediafellows

Application deadline:31 March 2008

BRITISHSCIENCEASSOCIATION

A5 Media Fellowship Flyer A5 Science Festival Cover

A4 Crest Awards Folder

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Brand ToolkitFont usage

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The British ScienceAssociation font is thefamily of Century Gothicwhich incorporates light,medium and bold.

It has been chosen forits clarity, modernity andslight quirkiness whichperfectly reflect thenature of the new brand.

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()Century Gothic Light

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()Century Gothic Medium

abcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890!@£$%^&*()Century Gothic Bold

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14

Brand ToolkitUse of imagery

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In keeping with our brand’score values, which areto engage people withscience and to make thesubject of science moreattractive to the public, thetype of imagery used shouldfall into one of the followingthree criteria:

1. Science relating to everyday people

2. The human face of science

3. Adding drama

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1. Science and everyday peopleIn order to change theperception of science as beingelitist and removed from thegeneral public, whereverpossible we should endeavourto communicate how thesubject of science impactson everyday life. When this isnot possible or feasible thenchoose one of the remainingtwo criteria.

2. The human face of scienceBecause most images that existof scientists at work involve

rather stern faced individualswe recommend whereverpossible to show the morehuman face of science at workwith the emphasis onbelievable people.

3. Adding dramaAlternatively choose imagerywhich adds drama eitherfrom the subject matter orthe viewpoint from which theimage is taken.

How did we help the Physiological Society better engage with its members and other audiences?

The Physiological Society

QA

HowdidwehelpthePhysiologicalSocietybetterengagewithitsmembersandotheraudiences?

Byrefreshingitslogotocreateamodern,confidentidentityandcreatingmoreexciting,accessibleyetprofessionalmarketingcollateral?

Physiology News

Physiology News spreads

brand application

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QA Byproducingmaterialsthatclearly

communicateitslong-termstrategyandthebenefitsofitsresearchtosocietyandtheeconomy.

HowdidwehelptheEPSRCmaintainitsgovernmentfundingandcommunicatemoreclearlyitsroleinboostingthecountry’seconomy?

EPSRC

IMPACT! campaign

strategy documents

clear communication and messaging

IMPACT! digital

QUESTION 1What does NOISE stand for?

IMPACT!ONSKILLS

NOISE providesmedia opportunities andtraining to the science leaders oftomorrow, giving thema greaterunderstanding of why public engagementis a vital part of a research career. It alsomakes themaware of the impact of theirresearch on society and the public'sattitude to their area of research.

NOISE is a UK-wide campaign funded bythe Engineering & Physical SciencesResearch Council (EPSRC). Initiated in2000, it aims to raise awareness of scienceand engineering among young people.

The NOISEmakers come from adiverse range of careers and researchareas including atmospheric science,regenerativemedicine, computationalneuroscience, particle physics andmuch, muchmore. They will bedemonstrating aspects of theirresearch through simple andengaging experiments to give visitorsa taste for what science andengineering has to offer.

The NOISEmakers areambassadors for NOISE, acampaign which provides earlycareer researchers in scienceand engineering with media andpublic engagement training. Theyare extremely passionate abouttheir subjects and keen to tellyoung people about the fantasticcareer opportunities that areavailable in their disciplines.

Making someNOISEInspiring the next generation of scientists and engineers1

IMPACT!ON INDUSTRY

A booming industryDigital technology that's transforming themusic industry2

QUESTION 7In themajor scale, howmany notesare needed to cover one octave?

The digital agewill propel our interactionwithmusic to an undreamt of level.

The Shadow Instrument was createdby EPSRC-funded scientists to explorenewways of creating and interactingwithmusic.

The “Shadow Instrument” is aninteractive device that lets you createyour ownmusic by crossing lightbeamswith your hands, your feet oryour whole body.

Our relationship with music is changingfundamentally. Digital technologies arecreating new possibilities which willrevolutionise the way we listen to, locate,buy, create and learn about music. Alreadymillions of us across the world are accessingand downloading their favourite sounds viathe internet. But in the vibrant, fast-movingworld of digital music, the potential extendsmuch further – and so do the opportunitiesfor wealth creation.

IMPACT! literature

growth stories

QA

The Francis Crick Institute

HowdidwepromoteTheFrancisCrickInstitutetotensofthousandsofvisitorsarrivingatStPancrasstationenroutetotheLondon2012Olympics?

Bycreatinganinteractiveenvironmentofhoardingsand‘buskingscientists’toengagethecaptiveaudiencequeuingoutsidethestation.

hoardings / a captive audience outside St Pancras station

hoardings

opposite St Pancras station

opposite St Pancras station

street entertainers

QA Bycreatingavibrantidentity,environment

andwayfindingthatgaveeachawardzoneitsowneasilyidentifiablecolourandofferedvisualintrigueforguests.

HowdidwegreetguestsandmanagetheirjourneythroughtheeventspaceataprestigiousinnovationawardsceremonyatLondon’sMillbankTowers?

BBSRC

Fostering Innovation event / modern starburst logo

Fostering Innovation event / publicity materials

Fostering Innovation event / signage and wayfinding

Fostering Innovation event / award zones

Fostering Innovation event / award zones

Fostering Innovation event / award zones

QA

digital media

Howdowedeterminewhatformofdigitalmediawillmeetyourneedsbestandachievemaximumreturnoninvestment?

Byhavingdialogue,understandingyoursector,youraudienceandthecompetitivelandscape,weensurethemediumsuitsthemessage.

website examples

5. CLS Bank 6. 3DReid 7. Montagu 8. Warwick Avenue

1. Palazzo Dorottya 2. Matter PR 3. Impact World 4. Better Bankside

Forfurtherinformationandtoviewwebsites,clickeachboxbelow

motion graphics examples

5. Newsprinters 6. British Science Association 7. The Technology Partnership

1. Showreel 2. Informa 3. Eurostop 4. Moneycorp

8. Sean Hanna

Forfurtherinformationandtoviewtheseinaction,clickeachboxbelow

creating dynamic brands

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for further information

Simon HuttonManaging Directorsimon@tothepoint.co.uk

Kevin CoxCreative Directorkevin@tothepoint.co.uk

tothepoint5MaidstoneBuildingsMews,72-76BoroughHighStreet,London,SE11GN,UKt +44(0)2073786999f +44(0)2073787399www.tothepoint.co.uk

thank you