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Branding Page

Summary of Branding for internal use, to not be used without permission

Generative Idea

1.0 Generative idea
Every organisation that is successful at what it does has a driving idea at the core of its organisational strategy. From its
inception in 1955, the Graduate Union has sought to provide sustenance for its members, enabling them to enjoy more from
their time at Cambridge. This became the inspiration behind our driving idea –‘Food for Thought’. This idea sits at the heart of
all our communications. It drives all our actions and ideas and, over time, will be what the people we support will feel about us.

Our Name

Where possible, our full name should be used, as it sums up who we are, what we do, and where we do it. The legend "serving since 1955" should be used when possible to give an idea of history. 

our Mission

Support * Provide * Promote   - it a summary of our Objective as a charity


EMAIL signature

 email logo




Ellie Chan - Vice president


Arial-BoldMT   - ArialMT -8

ArialMT – 8 Underlined

r64 g64 b65

r-108 g97 b125


Cambridge University Graduate Union

17 Mill Lane Cambridge CB2 1RX

Georgia - 8

r-108 g97 b125

email mission



Brand Mark

3.1 About the brand mark
One of our core brand elements is our brand mark. Specially designed for our organisation, it has been crafted and refined.
Never alter, distort or change the brand mark in any way. Always use master artwork when placing the brand mark
on communications.

A special small use brand mark has been created for use on communications where the brand mark is seen below 45mm
in width. Never use this brand mark below 25mm in width.




3.2 Brand mark versions
Our brand mark is available in a number of different versions.
Brand mark horizontal 

For design layouts which aren’tcentred and horizontal formats where it is difficult to use taller brand marks, we use the left aligned version of thebrand mark. 

Brand mark vertical
For centralised design layouts, standard formats and general use, we use the centrally aligned version of the brand mark.
There is a small use version of the vertical mark. Use this mark from a width of 40mm down to a minimum of 20mm wide.
All the brand marks are available in a variety of artwork formats suitable for print and screen use.



3.3 The shield

The GU shield is an integral part of the brand containing imagery which symbolises some of the key features of what we do –
the book represents knowledge and learning, coupled with a pair of crossed soup ladles representing the serving of
nourishment (both in the physical and intellectual sense).

As a brand element it may appear without the supporting logotype in some applications such as the pin badge or as a
favicon for online use.




4.0 Colour

Colour plays a key part in tying our basic elements together and making our brand identity cohesive and strong. Colour will
play an important part in helping to create brand recognition. To achieve this, colour should be applied consistently across all
brand materials. The following pages give specifications for use when developing brand communications for print and online

4.1 Colour specifications
A suite of colours has been selected to help define the visual look and feel of the GU brand. The main colour that is used
in brand communications is Plum. Plum can be used in conjunction with any of the supporting colours in the
primary palette. However, the supporting colours should not be used in isolation or with each other. Always use
the supporting colours in conjunction with Plum.


Our colour has a number of codes

RGB: r107 G97 B125



Colour Coral Pasture Flax Coast Cloud
Specifications for print
Pantone Solid Coated P 510 C P 9041 C P 9064 C P 9400 C P 9345 C
Pantone Solid Uncoated P 517 U P 9041 U P 7499 U P 9400 U P 9345 U
Process CMYK Coated C0 M35 Y0 K8 C9 M0 Y8 K0 C0 M0 Y14 K2 C21 M7 Y0 K0 C8 M7 Y8 K0
Process CMYK Uncoated C0 M25 Y0 K6 C15 M0 Y14 K0 C0 M0 Y14 K2 C13 M0 Y0 K0 C8 M7 Y8 K0
Specifications for screen applications RGB R244 G200 B223 R225 G235 B228 R253 G236 B186 R215 G224 B235 R238 G232 B233


4.2 Colour combinations

Shown here are the possible combinations of colours that the brand mark may appear in
printed materials, merchandise or online.

To enable cost effective, fast communication, the mark may be printed in black on coloured or plain white papers.
A range of coloured paper is specified below.


5.0 Typography
Typography is an important element of the GU brand. The fonts we use not only give us a unique look across our communications, they have been chosen for their legibility and ease of use across
many applications. We use three distinctive fonts to help create our unique look and feel, details of which are shown in the
following pages.

Our fonts are:

5.1 Typography - headline font

Our main stand out headline font is Knockout Full Flyweight. This bold, condensed sans serif font is ideal for creating short, attention-grabbing headlines for posters, stickers and online banners.

5.2 Typography - text headline font

In addition to Knockout, we use Brother 1816 as our main font for headings and headlines in text, and for small paragraphs
or calls to action. Brother 1816 is a clean, friendly and contemporary typeface useful for setting text which grabs
attention or needs to be presented clearly for maximum legibility.

5.3 Typography - text font

The second main typeface used in GU communications is Ingeborg. Being a serif font (the characters have ‘hooks’ on
them to aid legibility) Ingeborg is suitable for use as body text and for longer passages of copy such as detailed information
or editorial text for newsletter, books and magazines.

5.4 Typography - internal fonts

For internal documents and presentations we use two fonts which are standard installed fonts and are widely available
across both PC and Apple Macintosh computers. Arial replaces Brother 1816 as our main headline font. Like Brother 1816 it is used for headings and headlines, calls to action and stand out text. Georgia replaces Ingeborg as our main text font. As with Ingeborg this is used for body text and more detailed longer paragraphs of information.


6.0 Imagery

The imagery we use will ensure that the GU brand is seen in a consistent way. There are two sources of images that we can make use of to communicate our services. An object image bank and a campaign image bank.

6.1 Object image library
Our posters and flyers use pictures of objects to promote the services we offer. These images are used as black and
white ‘cut outs’ and appear on coloured backgrounds. 

6.2 Campaign image library
Covering a range of issues and services from sexual health to gown hire, our guerilla promotion campaign has been
captured in a range of images. These are available as an image bank for sharing online in social
media. For more information on the campaign see Section 7.2 - Guerilla promotion.

7.0 Bringing it all together

The previous sections outline the main elements that go to create our brand. This section gives an overview of how the elements work together.

7.1 Tone of voice
The headline tone of voice developed for GU makes use of educational subject matter to deliver information about GU services. 
Using the generative idea of ‘Food for Thought’, promotional posters and flyers use extreme examples of the subjects which GU services deliver against to make their point.

The communications are designed to be light-hearted and informative - firmly routed in
the world of knowledge and learning.

7.2 Guerilla promotion
A range of stickers has been designed to form a guerilla campaign to promote services such as health information,
help finding accommodation, yoga classes etc. These stickers could be placed on supermarket products to appropriate their
meaning. For example, ‘Need more space?’ (Accommodation) on a tin of sardines or ‘Need to look your best?’ (Thesis Binding) on a compact mirror. 

A set of images has been produced featuring the stickers in situ. These can be used to share on social media in lieu of physically applying the stickers. A set of bookmarks has been  produced for distribution throughout libraries. As well as containing information about GU services they contain helpful recipe ideas for cheap, easy meals.