Design Council

Design Guidelines

Design Council
 Contents Introduction
3 Foreword by Minnie Moll
4 Our purpose, vision, values and mission
5 Tone of voice
The Design Council logo
6 The Design Council logo
7 Clear space and positioning
8 Social avatar
9 Logo positioning
10 Video
Colour
11 Colour
12 Colour – functional
13 Colour – usage
14 Colour – combination
Typography
15 Typography
16 Typographic hierarchies
Diagrams and imagery
17 Diagrams
18 Imagery
Reports
20 Reports – printed
Social
22 Social
PowerPoint
23 PowerPoint

Design Council 2
Design Guidelines
 Minnie Moll It is a great privilege to work for a brand with the legacy
Chief Executive and reputation of the Design Council. Our branding needs
to show a wonderful combination of trusted heritage that
of the Design Council spans back to 1944, and a sense of modernity and vibrancy
as we look towards the future.

It goes without saying that the Design Council needs to use

great design. It’s so important that our brand is clear and that
we are consistent in how we present ourselves. This will help
us create compelling and inspiring communications.

The Design Council is a human, dynamic and relevant voice

within the design conversation. Our simplistic visual approach
gives space to showcase and celebrate the creativity of
others. With this guide you have all the tools you need to
confidently apply powerful branding to your work. We each
carry the torch for the brand, across projects big and small,
so we must take pride in holding it to the highest quality.

Over to you now to carry that torch.

Minnie Moll
Chief Executive of the Design Council

Design Council 3
Design Guidelines
 Our purpose, vision, Purpose Values
Our purpose is to make life better Our values are Powerful Together,
values and mission
by design. Boundless Curiosity and Inspire
Possibility.
Vision
Our vision is for a regenerative Mission
world for all. Our mission is Design for Planet.

Lombard Wharf
by Peter Cook

Design Council 4
Design Guidelines
 Tone of voice It’s important that we are clear Our voice is:
and consistent in our language – Accessible and Inclusive
to create a tone that engages – Creative and Celebratory
and inspires. – Warm and Human
– Provocative and Inspiring
If the Design Council was a person, – Factual and Emotive
it might be David Attenborough. – Clear and Confident
A trusted and authoritative expert – Modern and Dynamic
with a natural, engaging and
relevant tone.

“I’ve learned that people will forget

what you said, people will forget what
you did, but people will never forget
how you made them feel.”

Maya Angelou
Poet and civil rights activist.

PlayDisrupt Creative
High Streets by Jack
Offord.

Design Council 5
Design Guidelines
 The Design Council logo At the core of our visual identity is Please follow the instructions
our logo. It is a valuable asset for detailed in this section to guide
our organisation, providing a legal you on which logos/avatars are
trademark and guarantee of the appropriate to use and how to
quality of all our work. It should be use them.
used with care.

The Design Council Red logo

should be used in most instances.
Our logo should only ever appear
in the Design Council Red or
white out, however black and
white versions can be used for a
more sustainable alternative when
printing.

CMYK RGB HEX Minimum size Minimum size

C0 R 227 E30513 19mm 19mm
M 100 G6 A4 portrait and A4 reports and stationery
Y 100 B 19 stationery
K0

Note
Always use the master logo
artwork when reproducing our
logo. Logo artworks should not
be recreated or altered.

Design Council 6
Design Guidelines
 Design Council logo Clear space Positioning
Clear space must be maintained To maintain equal hierarchy the
around the Design Council logo to partner logo should be the same
ensure it is clearly visible across all height as the Design Council logo.
applications.

This space is equal to the width

of the 1/2 the width of the Design
Council logo. Always ensure that
no other text or graphic is placed
within this space. If you are placing
the Design Council logo on a
photograph, ensure the area behind
is clear.

0.5 cm 1 cm 0.5 cm

Note
Always use the master logo
artwork when reproducing our
logo. Logo artworks should not
be recreated or altered.

Design Council 7
Design Guidelines
 Social avatar The logo has heritage and legacy.
We always use it in full across all
social channels, it should not be
altered or recoloured in any way.

Design Council Design Council

Creativity an
RGB HEX
extraordinary
R 227 E30513 power.
G6
B 19

Fashion
Note
Always use the master logo
artwork when reproducing our
logo. Logo artworks should not
be recreated or altered.

Design Council 8
 Logo positioning Logo size Landscape
Our logo is always the width of one For landscape formats the logo
column. Here the logo is shown on an always sits in the top right hand
A4 format using our 8 column grid. corner and is always positioned
For a more sustainable printing option bleeding off the edge of the
the logo does not have to bleed off document.
the edge to avoid the need for paper
trimming.

Portrait
For portrait formats, the logo is
always positioned bleeding off the
edge of the document. It can be
positioned top right position, bottom
left or right, or slide down the right
hand edge of the document to align
with content.

Design Use

General Use

Design Council 9
Design Guidelines
 Video Bug
On video we use the Design Council
logo as a bug. It is set at full opacity
at the beginning and end of each
video and it is set to 50% opacity
during the body to allow the footage
to be viewed and not obscured.
The bug should be 115px and be
positioned at the top right.

Colour typography
Copy should only appear on solid
backgrounds to ensure legibility.

Wallace Bennett Wallace Bennett

Design Council Design Council

Captioning Bug Bug

All spoken dialogue, names of speakers Red White
and their titles and any meaningful 100% 50%
sound effects should appear in Opacity. Opacity.
captions.

Design Council 10
Design Guidelines
 Colour Primary Secondary
We are a red and white brand. Three secondary colours are
Using white space with structured used to create variation between
use of red to create signature materials and allow flexibility. Only
moments. one secondary colour can be used
per application.
An off white has been provided as
a more sustainable alternative as Highlight
white is the most carbon emitting Used sparingly this acts as a
colour for digital formats. highlight to surface or underline
important information.

Primary Secondary
White Design Council Red Claret Off White Raspberry Pink

RGB CMYK CMYK CMYK CMYK CMYK

R 255 C0 C 20 C7 C 10 C0
G 255 M 100 M 100 M6 M 100 M 65
B 255 Y 100 Y 50 Y7 Y 70 Y 30
K0 K 50 K0 K 20 K0

RGB RGB RGB RGB RGB

R 227 R 123 R 239 R 182 R 239
G6 G 14 G 237 G 16 G 128
B 19 B 48 B 237 B 50 B 141

HEX HEX HEX HEX HEX

E30513 7A0E30 F0F0F0 B51032 EF808D

Design Council 11
Design Guidelines
 Colour Functional
The functional colour palette is
used for charts and diagrams and
contains an extended set of colour
tones for use in describing different
levels of information.

Largest number 85 Annotation

Annotation
Also important 60
Annotation
Item 3 58 Annotation
Item 4 45 Annotation
Annotation
Item 5 45
Annotation
Item 6 20
Annotation
Item 7 10 Annotation

Item 8 5

Colour order for charts

1 2 3 4 5 6 7 8 9

Design Council 12
Design Guidelines
 Colour usage White space
Our visual identity should feel
open, clear and concise. We use
white space to allow images and
type to interact with each other.
We use solid colour as a means to
punctuate and create pace.

White space allows for better

At Design Council we know the enormous value of About Piciumque inus ium ea plibus, officillamus aligendit officab in non
Diagram style
legibility and more sustainable
printed materials.
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Foreword with Minnie Moll

Nursery School by Francesco Russo.
will continue to focus on the impact of all we do – not
only on the public purse but also on people and the Our mission

Chief Executive of Design Council

Impact Impact
Design for planet
planet. We will continue to work with colleagues and
partners across the country and internationally to
confront shared challenges, discover new possibilities
and develop creative and innovative solutions – to
make life better by design.
Design-led Independant
programmes advice

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Impact

18 Report title Report title 19

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Bringing design Our reach

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by Francesco Russo.
28 Report title Report title 29

Design Council 13
Design Guidelines
 Colour combination Legibility If using Design Council Red type on
Whilst using the solid colours is the claret background make sure
encouraged, we need to be mindful the type is 18pt or above.
of accessibility, as a general rule
we would recommend using white
type on the Design Council Red
and claret. Below are best practice
examples.

These colour combinations work for copy

“Design helps and “Design helps and “Design helps and

shapes society, shapes society, shapes society,
literally from the literally from the literally from the
ground up.” ground up.” ground up.”

“Design helps and “Design helps and

shapes society, shapes society,
literally from the literally from the
ground up.” ground up.”

Design Council 14
Design Guidelines
 Typography Helvetica Neue LT Pro MS Office
Helvetica Neue LT Pro is our When Helvetica Neue Pro LT is not
signature typeface. It is used available, our default typeface on
in the main building blocks of MS Office is Arial.
communications including titles,
body copy and pull quotes.

Helvetica Neue 65
Helvetica Neue 45
Helvetica Neue LT Pro 65 Medium

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Helvetica Neue LT Pro 45 Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890

Design Council 15
Design Guidelines
 Typographic hierarchies Simple approach Reducing the typographic
We create stylistic distinction weights gives a lighter feel across
between the use of Helvetica Neue all communications. Indented
65 for headings and Helvetica Neue typography within body copy gives
45 for other uses. documents an authoritative and
intelligent tone. A minimum point
size of 12 should be used to ensure
legibility.

Titles Headings and body copy Captions

Design made it possible Research & Insight

Our ground-breaking research

Make life better by design

provides evidence on the
impact and value of design.
We explore design’s role
in economic development,
Quotations tackling societal challenges OPX Studio interior

“Design helps and shapes and delivering inclusive places,

to help us better understand
Shoreditch, London

society, literally from the and use design across the UK.
Statistics

ground up.”
12,750
People addressed by
Design Council colleagues

450
Associations

Design Council 16
Design Guidelines
 Diagrams Simplify A reduced colour palette will help
Our approach to diagrams is create consistency across all our
straight forward. Reduce them diagrams and will encourage you to
down to their simplest form, use share them for presentations and
shapes and directional arrows to other collateral.
help tell the story.

Connections
and relationships

Client

Orientation Continuing
Engagement and vision the journey

Ex p

Crea
setting

se
or

fin
Re e

aly
e t

l
Ca

t
Results

Leadership
and storytelling

Maps Simple diagrams Complex diagrams

Use the solid colour to Using arrows helps explain Text will help the viewer
maintain the shape and a process. Keep the copy understand the diagram,
accent with white highlight to an absolute minimum. however keep copy to an
to retain maximum clarity. absolute minimum where
possible.

Design Council 17
Design Guidelines
 Imagery Our library Hero imagery
Our image library contains Our hero imagery must represent
approved images that can be all disciplines of the design industry
Hero used in the Design Council as well as UK communities
communications. These reflect the and industry. Used on flagship
following themes: communications like reports and
the website, they are a celebration
– Architecture and Built of the Design Council.
Environment
– Design (multidisciplinary) Supporting imagery
– Advertising Our supporting imagery
– Craft encapsulates what the Design
– Fashion Council does and how we do
– Graphic design it. This imagery shows details
– Digital design of our workshops, events and
– Industrial design programmes.

They should be used inside

documents and across social
channels as they are from you and
authentic. When using imagery,
ensure that the images are not low
quality or pixelated, and are not
Birmingham New Street stretched.
Station by Hanif Kara Product hero Supporting

Images should be used sparingly

to reduce carbon impact and Alt-
text should be used to include any
useful descriptions.

Design Council 18
Design Guidelines
 Imagery Decorative treatment Cropping
When creating the claret on Design When you use imagery think about
Council Red treatment there are a cropping it to remove an unwanted
few steps to adhere to. subject or irrelevant detail from an
image, you can crop the image
1C
 onvert the image to black and to change the aspect ratio of an
white image or to improve the overall
2R
 emove the black by swapping it composition.
to the claret
3A
 dd the Design Council Red to SVG image files are recommended
the background for digital use as they have a low
carbon impact and can be used
Claret on Design Council Red with screen readers.

Crop to remove irrelevant detail

Step 1 Step 2

Crop to change ratio

Step 3 – finished result

Design Council 19
Design Guidelines
 Printed reports To make our reports visually We would encourage creativity
engaging and generate interest, and flexibility in everything you
we use white space, typography, create. In order to do this, there
and imagery in a considered way. are a set of templates containing
the correct colour values and
This allows us to create rich and typographic styling.
diverse options for each report.
Covers can be a purely typographic, Remember to design with intent.
typography and imagery, or just Use white space effectively
a powerful statement. Consistent to ensure you deliver the
headings help user navigation communications with clarity.
and accessibility.
A4 Report covers

Impact Our impact this year.

Design Council Design matters
The scale and scope of Our UK economy.
the UK Design Economy.
9in10 participants said
Report they felt able to share
their perspectives and

2023 insight with others. 81%

said their experience
of working with Design
Council had made them
Design maker. think differently about
their project and the role
of design.

Every day design

50 years of creative thinking
and doing.

Internal spreads
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Building on the success of the last 15 years, we Collective Works at Wentworth plibuscid quia pa nonsequunt, cone del maios sunt. Ehenda sapitis alignate mped molorposapis quidest, seque dempore icipid maximo

Foreword with Minnie Moll

Nursery School by Francesco Russo. quodita exero et erias essendae enimaio ea dis nias idesequo doloribus nus vit facero vitate nam ut aut omnis assim re volendita
will continue to focus on the impact of all we do – not bernatur? Ximaxime iur sit, voluptates etur sita dempore pa ducim. aliquiae provita tisint quatquam volupta sserspero tem que renim il
etur, vellam in pe none et poruptur sin perem et.
only on the public purse but also on people and the
Chief Executive of Design Council planet. We will continue to work with colleagues and Picture title
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partners across the country and internationally to Descriptive text
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aut.
confront shared challenges, discover new possibilities Quam et voluptibus et odis es nihicia tissin repelectatem quos
and develop creative and innovative solutions – to int.Ceror a nonsed ut am, corporem quis raerore perorec tassitium.
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make life better by design. quiscim eum ut que ea quossit optioreperum eos aut que estorep
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18 Report title 12 Report title Report title 13

Design Council 20
Design Guidelines
 Interactive reports Most reports are read and shared In order to do this there is an A4
online, so we would encourage you landscape template, containing
to create an interactive report. Like the correct typographic styling and
the A4 printed communications, we colour values.
use the same design principles but
adding in the functionality of being Simple HTML versions of all digital
interactive. reports should be provided for
accessibility purposes.

A4 interactive reports

Internal screens

Design Council 21
Design Guidelines
 Social Creating social posts and stories Full image
encourages our followers to When using full imagery make
share and interact. Using simple sure the image is relevant and is
animation and strong typography a high quality, use white type only.
will enable us to deliver insightful There may be instances where the
and enjoyable posts. image will need an overlay to allow
for legibility.
Preferred backgrounds
There are 3 preferred backgrounds Alt-text should be used to provide
we use across social posts, when descriptive copy.
using the solid Design Council Red
or claret, use white type as this will Diagrams
maintain maximum legibility. Diagrams should be simple and
clear with all the supporting copy
to reinforce the key message.
Diagrams or any form of text
in images should be repeated
in accompanying copy for
Design Council Design Council Design Council
increased accessibility.

Creativity is an
“We design extraordinary
power.
for planet
Fashion
by default.”
Pippa
McLeod-
Brown 9 out of 10 1 Designing a
regenerative
world for all.
Liked by OPX.Studio and 135 others public sector ghdzzzzh

designcouncil Do you know the real value of

innovation
participants
Engagement
fashion...more

View all 20 comments felt supported. Results

Design Council 22
Design Guidelines
 PowerPoint Less is more Typography
When creating PowerPoint When Helvetica Neue is not
presentations a simple rule to available, our default typeface on
adhere to is ‘less is more’, the MS Office is Arial.
templates include all correct styles
and colours. Imagery
Alt-text should be provided for all
Consistent headings help user images and designed diagrams.
navigation and accessibility.

Covers Divider Text and image Statistics

Slide title Slide title

Championing the Body heading Body heading

1 2 3 60%
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value of design. et latinulpa de dolupta isciis a simus non net re,

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volor re sequo voloriscit rehende nis pre nit quia ea
comnimagnate evelect enimi, et, nonecabo.

Body heading Body heading

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Introduction Understanding Process Di officid et qui dolestius cum volorer sperecaborro te Di officid et qui dolestius cum volorer sperecaborro te ament consetceur
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am harupturiam aute laborumquam vellecus. am harupturiam aute laborumquam vellecus.

Presented by 20.05.22
Diane Harris
Design Council Name of document / section 8 Design Council Name of document / section 12 Design Council Name of document / section 11

UK Economic growth

Design for planet

skills & innovation “As we deliver ebis voles
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hub. aperit volupta resectas as
aut antibusdae
plibus recto modiamus,
quate lab ium quae vene
labores cidellut 87%
latenih iliatempe.”

Dan Philips
Design Council expert

Presented by 20.05.22
Diane Harris

Quotes
Design Council Name of document / section 6 Design Council Name of document / section 5

Quotes Slide title UK Economic growth

“Presentation title borupta cuptasit Why British

Pienimporias sit, ali que erspe manufacturing
rovidel molupta.”
Body heading
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Body heading
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Body heading
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sperecaborro te este vendel ex excesti blabor
is on the rise
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enimi, et, nonecabo. veliquodi doluptat archita nus. harupturiam aute laborumquam vellecus.

Design Council Name of document / section 9 Design Council Name of document / section 13 Design Council Name of document / section 7

Design Council 23
Design Guidelines
 Contact
For any questions on how to use
the Design Council brand, please
get in contact with the Marketing
and Communications Team at
[email protected]

Design Council 24
Design Guidelines