Brand System

Brand Guidelines

Grid System

Our brand communications are underpinned by grids that enable the construction of our distinctive layouts.

This section of the Brand Portal shows how you can use the grids to creatively and correctly incorporate imagery, colour blocks, typography, and other design elements.

A close-up image of a fingertip holding a microchip, demonstrating a brand's grid system. Text overlaid at the bottom reads, 'Beyond fuels innovation'.

Symmetrical and Structured Layouts

Our brand system in its purest form is a container system, where blocks can be used to construct layouts. These blocks will be determined by the underlying grid of a given format. The blocks can contain imagery, colour, typography, or our Wordmark and Crest.


For illustrative purposes, portrait formats have been used here to demonstrate some of the symmetrical and structured layouts that can be achieved. These layout examples can also be applied to any type of four-sided format, 
with the complexity of the layout being determined by the dimensions and ratios of the format itself.

A visual explaining different grid layouts that can be used to create brand creative.

Asymmetrical and Fluid Layouts

Our system also enables asymmetrical and fluid layouts. These examples show how the symmetrical layouts from the previous page can be adjusted to make new layouts.

Visual of asymmetrical fluid layouts options that can be used to create new brand assets.

Structural Layout Examples

These examples show how the brand structures can be applied to different format shapes. The layout principles will always remain the same, no matter the shape of the format. However, the complexity of the design will be dictated by the size of the format and the amount of content that needs to be included on it.

A visual explaining different grid layouts that can be used to create brand creative.
A visual explaining different grid layouts that can be used to create brand creative.
A visual explaining different grid layouts that can be used to create brand creative.
A visual explaining different grid layouts that can be used to create brand creative.
A visual explaining different grid layouts that can be used to create brand creative.

These are the questions you should ask when you are creating layouts:

  • Does the layout have sufficient space for the content/messages?
  • Is typography given enough prominence?
  • Will imagery be impactful in these dimensions and at this scale?
  • Is the layout style correct and on-brand?

You should also consider how many images to use on a given format. There is no overarching rule to govern this, as it will vary depending on format size and image selections. However, as a general guide, we recommend a maximum of three images for smaller formats, and one to five images on larger formats.

Visual of a brand asset using a structural layout.
Visual of a brand asset using a structural layout.
Visual of a brand asset using a structural layout.
Visual of a brand asset using a structural layout.
Visual of a brand asset using a structural layout.

Colour Matching Layouts

We elevate our brand communications by selecting a dominant colour from the key image and using it as the background colour of the design.


These examples show how a key or tonal colour of an image can be matched against our primary colour palette. This won’t always be necessary or appropriate – but it gives greater ownership to our brand communications, therefore use the colour matching technique wherever possible.

Visual that contains a Black background to the left and an image that has a black hues to the right.

Black

Visual that contains a white background to the left and an image that has a white hues to the right.

White

Visual that contains a purple background to the left and an image that has a purple hues to the right.

Purple

Visual that contains a lavender background to the left and an image that has a lavender hues to the right.

Lavender

Visual that contains a Coral background to the left and an image that has a Coral hues to the right.

Coral

Visual that contains a Green background to the left and an image that has a Green hues to the right.

Green

Visual that contains a Yellow background to the left and an image that has a Yellow hues to the right.

Yellow

Visual that contains a blue background to the left and an image that has a blue hues to the right.

Blue

These examples show how the background colour can be informed by key colours found in the imagery of a format.


As previously stated, this will not always be possible or appropriate for a number of reasons, such as:

  • The image may not have one standout colour or tone
  • Multiple images with multiple colours are being used at once
  • The subject matter of the piece requires a more neutral design approach

It may also be decided that a layout has greater impact and contrast if imagery sits with a black or white background. Good design sense will determine this.


As stated in our logo section, there are times when the Crest can be placed in our primary colour palette. Here, you can see examples of the key background colour being used on the Crest, while the Wordmark sits on block colours. The colour that the Wordmark or Crest sit on must provide a high level of contrast to ensure legibility and accessibility.

Visual that contains a white background to the left and an image that has a white hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a black background to the left and an image that has a black hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a purple background to the left and an image that has a purple hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a Lavender background to the left and an image that has a Lavender hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a coral background to the left and an image that has a Coral hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a green background to the left and an image that has a green hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a yellow background to the left and an image that has a yellow hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.
Visual that contains a blue background to the left and an image that has a blue hues to the right. The visual also has copy to the left with word mark and crest logos in opposite corners.

Layout Construction

The two examples shown are basic design comparisons, demonstrating how symmetrical/asymmetrical layouts can be constructed using the same grid and design elements, but achieving two different results.

Symmetrical and Structured layout
  • Image sizes are the same height and width
  • Images are aligned against each other
  • Headline is anchored off the bottom of the images, and placed directly above body copy
  • Wordmark and Crest are split across the layout
Visual of a symmetrical and Structured Layout grid.
Visual of a symmetrical and Structured Layout being used with images, logos and copy.
Asymmetrical and Fluid layout
  • Image sizes are different heights and widths
  • Images are not aligned to each other
  • Headline rests on the top of one of the images and overlaps onto another
    Body copy is disconnected from the headline, anchored to the bottom left corner, with additional spacing before the call-to-action and website URL
  • Crest and Wordmark are still split, but the latter is rotated to its vertical format for a more unconventional layout
  • Coral background colour is a dominant tone taken from one of the images
Visual of a Asymetrical and Fluid Layout grid.
Visual of a Asymetrical and Fluid Layout grid with images, logos and copy.

Layout Analysis

This analysis demonstrates how the same elements can be used to achieve two different styles.


Both of these designs adhere to all rules, communicate the concept of ‘Beyond’ and are on-brand.

  • Large headline set in Neue Haas Medium overlapping imagery
  • Imagery uses symmetrical layout style and conforms to underlying grid
  • Body copy set in Neue Haas Roman
  • Brand sign-off and website set in Neue Haas Medium
  • Wordmark aligned with margins of the underlying grid and set in a landscape orientation
  • Crest sitting separate from the Wordmark and placed correctly around the margins of the format
  • White background which emphasises the use of clear space in our communications
  • Crest sitting separate from the Wordmark and placed correctly around the margins of the format
  • Large headline set in Neue Haas Medium overlapping imagery
  • Imagery uses asymmetrical layout style and conforms to underlying grid
  • Body copy set in Neue Haas Roman and sits separately from the sign-off
  • Brand sign-off and website set in Neue Haas Medium
  • Coral background taken from the colour palette of the selected imagery
  • Wordmark aligned with margins of the underlying grid and set in a portrait orientation

Grid System Styles

Our communication style seamlessly combines bold headlines, concise body copy and eye-catching imagery. This approach is carefully aligned with the underlying grid structure, achieved through the use of two grid types; those with gutters and those without.

The choice of grid depends on the format size.

Smaller formats, such as leaderboard web banners or A6 postcards, forgo gutters due to their limited space and reduced need for extensive text.

In contrast, larger formats, like digital presentations or A4 brochures, utilise text column grids with gutters. These grids effectively organise substantial text within the layout.

When formats are at the following sizes or higher, text column grids should be utilised:

  • Approximately A5 for print applications
  • 1200px x 600px for digital applications

Examples of templates with and without gutters are shown below.

Creating Grids For Small Formats

For smaller formats, create grids using the standard grid setup process in Adobe software such as InDesign and Illustrator.

Aim to position vertical and horizontal guides so their intersections form approximate squares within the margins of the format. Ensuring these guides create square-like proportions helps maintain consistent proportions for imagery across all communications.

Visual of the grid system being used, with the University word mark logo on the top left, and the crest logo bottom right.
  • Horizontal guides sit within the top and bottom margins of the format
  • Vertical and horizontal guides roughly create square shapes
  • Vertical guides sit within the left and right margins of the format
Visual of the grid system being used, with the University word mark logo on the top right, and the crest logo bottom right. There is a header justified to the left with copy underneath.

Creating Grids For Medium and Large Formats

Designs for medium and large document formats, such as presentations or brochures, require underlying text column grids.

These grids are more complex to create, as the gutter widths must seamlessly integrate with the rest of the grid by matching the exact width of the columns. This ensures uniformity throughout the format and enhances alignment between the graphic elements used on a design.

For example, in an A4 template, the underlying grid features gutters that match the column widths. These gutters define text columns, providing a structured layout for body copy and contributing to a cohesive overall design.

  • Horizontal guides sit within the top and bottom margins of the format
  • Gutters equal in width to the rest of the columns form text columns
  • Body copy flowed into the text columns
  • Vertical and horizontal guides roughly create square shapes
  • Large amounts of body copy running across two text columns
  • Vertical guides sit within the left and right margins of the format

Creating Grids For Medium and Large Formats

This example illustrates a 1920px x 1080px screen layout that can be easily adjusted for different sizes.

The total number of vertical guides must be evenly divisible by 4. These guides should be spaced uniformly within the left and right margins of the layout.

The width of the text columns is determined by the number of vertical guides. For example, with 20 vertical guides, each column will have 5 guides (4 × 5 = 20). To create gutters between the columns, add 4 more vertical guides, bringing the total to 24 guides.

If the gutter widths are either too wide or too narrow, adjust the number of vertical guides to change the column widths. To reduce the column width, add 4 vertical guides (or any multiple of 4). To increase the column width, remove 4 vertical guides (or any multiple of 4).

When the visual spacing between the vertical guides looks balanced, proceed to add horizontal guides. These should be positioned within the top and bottom template margins. Use the Step and Repeat function (Option+Command+U) to generate the desired number of guides. Select a quantity of horizontal guides that creates approximately square shapes where the vertical and horizontal guides meet.

This method for creating a 4-column text grid can be adjusted for other configurations. For an 8-column grid, the total number of vertical guides must be divisible by 8. For instance, 40 vertical guides, plus 8 extra guides for gutters, would give a total of 48 vertical guides.

Similarly, for a 10-column grid, the total number of vertical guides must be divisible by 10. For example, 60 vertical guides, plus 10 additional guides for gutters, equals 70 vertical guides.

01: Design your layout in InDesign, adjusting the margins to your preferred size.
02: Choose the number of columns for your layout, then create an equal number of boxes within the margins to represent the column widths.
03: Place a ruler line along the left side of the layout, aligning it with the outer edge of the margin. Determine how many ruler lines are needed per column width, ensuring the number is evenly divisible by the total number of columns.
04: Add extra guides for the gutters, corresponding to the number of columns. In this case, with 32 lines for 4 columns and an additional 4 lines for the gutters, the total is 36 lines. Select the far-left ruler line, then press Command+Option+U. You can now specify the number of lines to repeat. The count should be 1 less than the total needed, as the selected ruler line will count as 1.
05: After placing all your vertical lines within the margins, align the far-right line with the right margin. Then, in the Align panel, click Distribute Horizontal Centres to evenly space the vertical ruler lines within the margins.
06: Redraw the 4 boxes so they align evenly with the vertical lines, leaving space for the gutter. Create a pink box in the gutter between the boxes and note its width, as this will be the column width to apply to your text box.
07: Create a text box within the margins and remove the previous boxes. Set the column and gutter widths (matching the width of the pink box) and adjust the text properties in the Properties panel.
08: Insert text into the text box, and it will automatically distribute evenly across the 4 columns, with the columns and gutters aligning to the vertical lines below. You can now add your horizontal ruler lines.
09: Create the first horizontal line and align it with the top margin of the format. Then, select this ruler line and press Command + Option + U to add the desired number of horizontal ruler lines.
10: Align the lowest horizontal line with the bottom margin line. Then, select the remaining ruler lines and click Distribute Vertical Centres in the Align panel. This will evenly distribute the horizontal ruler lines within the margins.
11: If the grid appears too crowded, revisit and repeat some of the earlier steps until satisfied with the result, aiming for roughly square shapes where the vertical and horizontal lines intersect.
12: With your grid complete, you can now incorporate other elements from the brand tool kit and adjust your text to create your communication materials.