Brand system

Visual concept

Our visual concept is what drives our identity and reflects what Cambridge University Press & Assessment stands for as an organisation.

Our visual concept represents the full range of the Cambridge offer across education learning and research. Bringing to life what we offer, from the literal to the abstract, in a way that’s boldly Cambridge.

Elements in our system

Our visual identity is made up of eight key parts that will ensure our brand is unique and identifiable.

Primary logo

Customer facing logo

Colour

Typography

Layout and grid

Photography

Graphic language

Graphic elements

Our elements in action

Fixed, flexible and free

Our brand system has fixed, flexible and free elements, enabling our brand to be used creatively to showcase our products and services. This creates cohesion across our portfolio, with all extensions of the corporate identity sitting within this system.

Fixed

Flexible

Free

Fixed usage

These fixed elements are always present in our communications to drive cohesion across our brand.

Logos We always use our brand logos for brand recognition.

Logo positioning The logo positioning remains true to the set guidance.

Layout & grid We use the layout and grid for on brand templated communications.

Flexible usage

Our flexible elements are always present in our communications, but with the flexibility to be tailored to the audience and communication requirements.

Typography We always use our brand typefaces throughout our communications. We can alter type weights and style for different needs of the communication.

Colour Our colour palette is broad to allow for flexible usage throughout our brand.

Free usage

The flexible elements are always present across all communications, but with flexibility allowing them to be tailored to the audience and communication requirements.