Art Fund: Branding Guidelines

Art Fund have strict branding guidelines so that as a brand all of the content that is published is recognised by a large target audience of people. 

Colour

The brand uses primary colours as they form the foundation colours of all art and are used for the logo and then the secondary colour palette which is softer and is thought to represent a more muted (some neon pastel pantones) and subtle range of artworks - used for backgrounds and text only.

Art Fund have also provided a very detailed chart of the colour combinations for both print and web design. The colours have been selected for the highest level of legibility and to produce the best results. To ensure legible communications, any combinations marked with an 'X' are avoided because they are thought to be an unsuccessful combination. This is omething that will be followed when designing the final outcomes to ensure that legibility and successful colour combinations will be achieved. 

- don't colour our logo in any colours that arenot within our primary colour palette, unless its a partnership.

- don't make the avatar logotype and underscore different colours.

- don't make the underscore the same colour as the second word.

- don't use more than two colours for titles, headlines and campaigns. 

Grids and layout 

The layouts are based on a square grid of 0.5cm or 14 pixels incraments and everything is then based on this grid and not measurements. 

Margins are 3 squares wide and the baseline of the logotype aligns with the lower margin, with the underscore sitting just below.

If imagery cannot be displayed at full bleed, it should be positioned within the margins The window underscore style can be both contained within and extended beyond the margins. 

Titles are always top left aligned on the grid. They must not be smaller in point size than the logo.

The window (if used) always sits below the Fugue Art Fund 'A' and should always be at least 30% larger than the logotype. 

Secondary text aligns left with the main title, in both connector and window styles. It is always set in the bottom left side of the layout. 

The layouts can be applied to the different sizes that are needed for the full campaign. The titles are never scaled smaller than logotype and secondary copy is always positioned on the opposite side of the logotype. 

Typography

The primary typeface is Fugue Art Fund and all communications should always be set to this font. It is used for all text settings such as headlines and body copy, available in Regular and Italic weights.