BRAND GUIDELINES SUMMER 2026
CONTENTS
0 1 INTRODUCTION 1 3 02 OUR BRAND PLATFORM 5 03 BRAND DNA 7 04 OUR POSITION 9 05 TONE OF VOICE 06 LOGO 12 0 7 TYPOGRAPHY 24 26 08 COLOUR PALET TE 09 ICONOGRAPHY 28
10 11 12 13 14 15 16
PAT TERNS 30 AI USAGE 36 IMAGES AND PHOTOGRAPHY 38 STATIONERY
41
MERCHANDISE
44
USING THE SHIELD
48
CAMPAIGN EXAMPLES
52
RESOURCES 56
01
INTRODUCTION
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INTRODUCTION WHY WE CREATED THESE GUIDELINES We are on a mission. We believe potential beats privilege. And we want to make Bucks New University better known for our position on higher education, strengthening our identity and differentiating ourselves from other unis. The sector is challenging and only those who stand out and really resonate with students (now and in the future) will prosper. That’s why we’re relaunching Bucks New University, with a new name, new logo and new creative platform (Rise Up).
We’ve designed this booklet to be compact and easy-to-use. Put simply, this set of guidelines exists to: DEFINE what the Bucks New University brand is and what it isn’t. PROVIDE a vision to guide us as we make the uni more vocal about what it stands for.
Brand guidelines are supposed to be useful and not a restrictive chore. We’ve tried to keep these pretty compact, too. But if there’s something that doesn’t quite work for you, or you need help, please get in touch with a member of the team at marketing@bnu.ac.uk – we will be happy to work with you to resolve it.
ALLOW us to speak with one voice and one consistent look and feel that expresses who we really are. INSPIRE us to create marketing that makes audiences take notice, that differs from the sector, and makes us proud. Will Arnold-Baker Director of Brand, Marketing & Communications
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02
OUR BRAND PLATFORM
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OUR BRAND PLATFORM A long-term brand platform, used as a strapline on our marketing materials
DESIGNED TO STAND OUT
WHEN TO USE IT
✓
A mirror to the talent and determination of our students to get on in life.
•
Use together with the Bucks New University logo on student-facing campaign materials and course marketing.
✓
A promise to accelerate their rise through education and the workplace.
•
✓
A commitment to constantly improve our teaching methods and student-focused service.
Discuss with the Marketing team if using it on permanent or semi-permanent places such as building signage, vehicles etc. In these instances, the uni logo alone might suffice.
•
Discuss with the Marketing team if using it together with another logo (e.g. partner institution). In these instances, the uni logo alone might suffice.
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03 BRAND DNA
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BRAND DNA
WE DEFINE THE BRAND IN FIVE PRINCIPLES Every piece of Bucks work should feel: •
Brave
•
Human
•
Optimistic
•
Authentic
•
Progressive
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04
OUR POSITION
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OUR POSITION
WE ARE
WE AREN’T
Human
Corporate
Confident
Arrogant
Ambitious
Elitist
Inclusive
Exclusive
Brave
Brash
Emotional
Overly sentimental
Honest
Salesy
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05
TONE OF VOICE
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TONE OF VOICE BRAND MANIFESTO Rise Up isn’t just a line we stick on our posters.
We rise when our students make the most of The Big Deal.
It’s challenging the university space where elitism has always reigned.
We rise when our community hears Bucks New University and knows we’ll always give back.
It’s seeing our students’ potential and giving them space to progress, instead of rewarding privilege. It’s about breaking barriers and expectations. Pushing past what’s expected of a university. Because good has never been good enough for us. It’s the essence our students, staff and community bring to the table every single day. It’s the fighting spirit we all feel when we’re told we’re not enough. We rise when curiosity gets louder than the fear of being wrong.
We’re unafraid to say no, to challenge outdated ideas and create new ways of learning. We put our hands up and take accountability. Because our students mean the world to us, and their future is our focus. They’re the next generations who’ll drive real change. Not just numbers. Not just income. We rise in ourselves, our community, and our students. Quietly, sometimes. Stubbornly, often. But always rising up.
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OUR TONE OF VOICE
1 We’re always… STRAIGHT-TALKERS We don’t sugar-coat. We tell it how it is, within reason of course. We’re not seeing the university experience through rose-tinted glasses – we’re sharing how it really is.
EXAMPLES Before
After
What you need to know about Clearing.
Let’s kill the biggest myths about Clearing.
2 We’re always… REAL PEOPLE University already has an elitist problem. And using big fancy words and jargon makes us sound even worse. We’re a university for the people, by the people. So, we talk like a real person. We use colloquialisms, slang and real language. We’re not stepping out of a dictionary; we’re stepping into the real world.
EXAMPLES Before
After
Sustainability is embedded across campus life, from greener buildings and social spaces to responsible practices designed to reduce environmental impact and support a more sustainable student experience.
Plants provide more than just vibe; they help increase our oxygen intake. And we think it’s important to make a change in our current landscape. We’ve made our buildings greener and reduced our environmental impact to help make our students’ experience even stronger and ecologically safer.
3 We’re always… BOLDLY EMPOWERING Our students are incredible. We know it, and so do they. We use inspiring language without creating false hope. We never talk down to them or come riding in like a white knight. We’re here to support their journey, not take over and claim credit for their success.
EXAMPLES Before
After
Welcome to Graduation, where we’ll celebrate our successes!
You did it. This day is about you. Welcome to Graduation.
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06 LOGO
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BUCKS LOGO
SIMPLER BOLDER MORE US We have dialled down the heraldry because traditional heraldry can feel formal, institutional and rooted in a more elitist view of higher education – and that’s not us. We’ve simplified the identity to feel more open, modern and progressive, while retaining the torch and shield that still mean something to Bucks. ● The shield is our commitment to defending students from obstacles in
their way ● The torch is a defiant symbol of learning and progress
From Buckinghamshire to Bucks – shorter, places us geographically, and echoes the student voice.
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PRIMARY LOGOS
Vertical
Horizontal
We have two primary brand marks: a vertical version and a horizontal version. The primary mark comprises a shield outline, a torch, and the university’s name.
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PRIMARY LOGOS – CLEAR SPACE This is the minimum distance the logo should be separated from other elements.
Clear Space
The clear space is determined by the height of the flame element around the torch. It is imperative that this area remains entirely free of any graphic elements.
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SECONDARY LOGOS The main body of the secondary logos consists of a shield-shaped colour block and a torch motif.
Vertical
Horizontal
Shield Only
Depending on the background, use either a black shield block with a white torch, or a white shield block with a black torch. *See approved Placement & Colours (see page 18).
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SECONDARY LOGOS – CLEAR SPACE This is the minimum distance the logo should be separated from other elements.
Clear Space
The clear space is determined by the height of the flame element around the torch. It is imperative that this area remains entirely free of any graphic elements.
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PLACEMENT & COLOURS
HORIZONTAL & VERTICAL VERSIONS
PRIMARY LOGOS
SECONDARY LOGOS
As a secondary use, the logo can be reversed, and placed on any of the approved colours from our palette. *See approved Colour Palette (see page 27).
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PLACEMENT OPTIONS
TORCH ELEMENT
BECOME A MASTER IN
PUBLIC
90%
50%
10%
HEALTH Shape healthier communities and lead real change
Use the torch device as a subtle transparent overlay to add texture and depth to the design, creating visual interest without overpowering the content. OPACITY: 90–10% The transparency of the graphic is contingent on the background; the torch motif must remain clearly distinguishable.
BECOME A MASTER IN
PUBLIC
HEALTH Shape healthier communities and lead real change
Duration: 1 Year
Duration: 1 Year
FEE: £16,280
FEE: £16,280
Scholarship: £3,000
Scholarship: £3,000
Eligibility: 3 Year degree at 55% or above
Eligibility: 3 Year degree at 55% or above
Apply now for January 2027 WWW.BNU.AC.UK
Apply now for January 2027 WWW.BNU.AC.UK
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LOGO ELEMENTS
Torch
Shield
Combination
To accommodate very small sizes, we offer a simplified version suitable for applications such as embroidery or small badges. The shield-shaped outline may be used as a design element. The torch icon is also suitable for small-scale displays, such as social media profile pictures. *This version is available only upon request to the Creative Design Team. *The shield element must be used as shown in the approved Shield section (see page 48).
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LOGO IN COMPANY
Vertical
BUCKS X RISE UP
Horizontal
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LOGO IN COMPANY
OTHERS
Bucks X Partnership Logo
*Ensure sufficient clear space and balanced sizes when placing our uni logo alongside other logos.
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LOGO INCORRECT USAGE
01
02
03
04
05
06
07
08
09
You will see some illustrations of how not to use the logo. 01. Do not rotate the logo. 02. Do not stretch the logo. 03. Do not change the logo’s colour. 04. Do not adjust the logo’s opacity. 05. Do not alter the size of the shield within the logo. 06. Do not compress the logo. 07. Do not change the relative positioning of the shield and the text. 08. Do not place the logo on a background of a similar colour. 09. Do not place the logo on a complex background.
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07
TYPOGRAPHY
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TYPOGRAPHY OSWALD Use for headlines Uppercase only Letter tracking (spacing): 40pt Available on Adobe Fonts and Google Fonts. It can also be downloaded from Google Fonts and installed manually via Windows Font Settings.
HORIZONTAL & VERTICAL VERSIONS
OSWALD
Regular / Medium / SemiBold / Bold
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
Use for body copy
Gill Sans Nova
Sentence case
Light / Book / Medium / SemiBold
GILL SANS NOVA
Letter tracking (spacing): 20pt
A
B
C
D
E
F
G
H
I
J
K
L
M
N
O
P
Q
R
S
T
U
V
W
X
Y
Z
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08
COLOUR PALETTE
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COLOUR PALETTE This palette has been designated as the primary colour selection.
CERULEAN BLUE
NAVY BLUE
CMYK – 73/10/3/0 RGB – 11/1 72/224 Hex – #0B ACE0 Pa ntone – 638 C
CMYK – 100/91/36/32 RGB – 26/41/86 H ex – #082557 Pa ntone – 295 C
These are our primary colours and, from a marketing perspective, we will focus on these colours to establish our new brand and use them consistently to build recognition.
YELLOW
ROYAL BLUE
CMYK – 11/12/79/0 RGB – 236/212/75 Hex – #ECD44B Pa ntone – 610 C
CMYK – 89/73/0/0 RGB – 3/33/203 Hex – #034DCB Pa ntone – 287 C
GOLD
ULTRA VIOLET
CMYK – 10/28/71/0 RGB – 229/183/100 Hex – #E5B764 Pa ntone – 142 C
CMYK – 74/86/11/0 RGB – 99/62/146 Hex – #633e92 Pa ntone – 2587 C
MID GREY
BLACK
CMYK – 53/36/37/17 RGB – 123/133/136 Hex – #7B8588 Pa ntone – 430 C
CMYK – 30/20/30/100 RGB – 0/0/0 Hex – #000000 Pa ntone – B lac k6 C
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09
ICONOGRAPHY
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ICONOGRAPHY
We can make stats and facts more visually exciting with icons, which add some personality and make detail easier to read.
AMBITION
ACHIEVEMENT
EXCELLENCE
CAREERS
COMMUNITY
CARBON FOOTPRINT
INNOVATION
ACCOUNTABILITY
GLOBAL IMPACT
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10 PATTERNS
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PATTERNS
The pattern system combines geometric shapes inspired by the Bucks shield with the upward momentum of the Rise Up campaign. Key elements from the shield, including its pointed base, curved edges and strong angular forms, are simplified into flexible graphic modules. These are repeated, rotated, mirrored and interlocked to create a varied but consistent family of patterns. Chevrons, diagonal lines and rising formations introduce a clear sense of upward movement, representing progress, ambition and positive change. Some patterns communicate this more directly, while others use the same geometry in a subtler, more abstract way. Together, the patterns create a recognisable visual language that can adapt from bold feature graphics to quieter backgrounds, while remaining connected to both the Bucks identity and the Rise Up brand message.
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FROM PATTERN TO GRAPHIC ELEMENT
EXAMPLES
Individual shapes can be extracted from the patterns and used as standalone graphic elements. For example, the chevron can be enlarged, cropped, rotated or repeated to frame photography, direct attention towards key messages and reinforce the upward movement of the Rise Up campaign. This creates a flexible visual system in which the same core geometry can work as a subtle background pattern or a bold, expressive feature. Combined with contrasting colours, photography and typography, these elements help create varied compositions while maintaining a clear and recognisable connection to the Bucks brand.
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FROM PATTERN TO GRAPHIC ELEMENT
SIGNAGE
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FROM PATTERN TO GRAPHIC ELEMENT
Staff Lanyards
LANYARDS
Student Lanyard
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FROM PATTERN TO GRAPHIC ELEMENT
EMAIL SIGNATURE
Name Surname Job Title
UNIVERSITY OF THE YEAR For South East England*
RANKED
RANKED
RANKED
TOP TEN
TOP TEN
TOP FIVE
For Teaching Quality*
For Graduates Earning Over £45,000*
Students' Union in the Uk*
SILVER
For Teaching Excellence*
*See bucks.ac.uk for full details of our awards.
Name Surname Job Title
UNIVERSITY OF THE YEAR For South East England*
RANKED
RANKED
RANKED
TOP TEN
TOP TEN
TOP FIVE
For Teaching Quality*
For Graduates Earning Over £45,000*
Students' Union in the Uk*
SILVER
For Teaching Excellence*
*See bucks.ac.uk for full details of our awards.
*Email signature templates are available (see page 59).
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11 AI USAGE
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AI USAGE We’re constantly pushing our students to create and develop ideas from scratch. So, as a principle, we ask that AI is not used in public-facing marketing materials.
That’s why we’ve created a range of templates and guidance to help you out, and make creating assets far simpler, and more in line with our brand.
AI may be seen as a handy tool to generate a quick poster, but it can produce assets that are factually incorrect, featuring things such as: • Distorted logos • Incorrect locations • Duplicating and changing people • Altering spaces incorrectly • Wrong use of brand identity
Making sure our assets all look the same is key to building a strong, identifiable brand. It’s not that we’re killjoys, we just want to do the best our university can do.
As a university, we’re authentic, trustworthy, real, and honest – the use of AI to create images, posters, and marketing collateral undermines that. It shows that we cut corners, don’t appreciate the arts, and don’t want to invest the time in our university, which we all know is simply not true.
We’re always happy to help. We have a team here dedicated to creating big campaigns and keeping our presence active across all our channels. If you have a big project that you’d like our help with, please reach out. Otherwise, we have a range of templates (and guidance) to help you create your own assets in line with our brand. Contact us at marketing@bnu.ac.uk
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IMAGES AND PHOTOGRAPHY
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IMAGES AND PHOTOGRAPHY
We shoot with an upward camera angle to subtly reinforce the feeling of ‘up’ and to make our subjects look heroic. We invite our students to pose with confidence – we want to feel their determination. In anything public-facing, we use real students, not AI-generated people. We feature people who feel like real, authentic students of Bucks, in all our diversity.
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IMAGES AND PHOTOGRAPHY We use stylised backgrounds and lighting that create a cinematic feel. Backgrounds can be shot for real or AI-generated. We will be adding to our image bank with regular photoshoots of students in order to cover off all of our Colleges and key services (like Student Hub, accommodation, SU, etc). Students should wear their lanyards in photoshoots, where natural to do so, or Bucks branded sportswear. Camera Angles Low-angle shots showing our students in heroic poses Colour Grading Vibrant Expression Confident, powerful, proud Diversity Reflect our university community in terms of the students shown
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STATIONERY
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STATIONERY
LETTERHEADS | FOLDERS
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STATIONERY
BUSINESS CARD
*Please order new business cards locally, via your team or College.
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MERCHANDISE
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MERCHANDISE
HOODIES | T-SHIRTS
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MERCHANDISE
TOTE BAGS
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MERCHANDISE
MUGS | NOTEPADS | PENS
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USING THE SHIELD
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USING THE SHIELD MORE THAN A LOGO. A SYMBOL OF SUPPORT. The shield represents our commitment to stand with our students — helping defend their potential from the barriers, expectations and obstacles that can stand in their way. That makes it more than part of our logo. It can become a bold graphic device that puts our people at the heart of the Bucks brand. Taken from our brand identity, the shield can be enlarged, cropped and layered with photography to frame our students and staff, focus attention and create distinctive compositions. Used consistently, it gives our communications an immediate and recognisable connection to Bucks.
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USING THE SHIELD
RULES FOR USING THE SHIELD • Always use the approved shield shape. • The shield can be enlarged, cropped or repeated to
suit the composition. • Use it to frame people, focus attention or
create emphasis. • Keep enough of the outline visible for the shield to
remain recognisable. • Do not distort, stretch or alter its proportions. • Do not redraw or modify the shape. • Consider contrast carefully when placing it
over photography. • The shield as a graphic device never replaces
the Bucks New University logo.
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USING THE SHIELD
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16
CAMPAIGN EXAMPLES
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CAMPAIGN EXAMPLES
CLEARING CAMPAIGN
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CAMPAIGN EXAMPLES
CLEARING CAMPAIGN
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CAMPAIGN EXAMPLES
RISE UP CAMPAIGN
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RESOURCES
Bucks New Logos
PPT Templates
Email Signatures
CLICK HERE
CLICK HERE
CLICK HERE
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Have any questions? Want to share feedback? Need some help? Please email marketing@bnu.ac.uk