Logo
Our logo
Our logo is at the heart of our visual identity. It is present on all our branded communications, products and services. We have two brand logos; our Primary logo (which is our organisational brandmark) and our Customer logo (our customer facing logo).
No element of the University shield, other than its outline as shown in these guidelines, is to be extracted, manipulated or otherwise altered in the production of designed assets without consultation and express permission from the University’s design and brand teams.
Care must be taken not to utilise the University shield outline in a way that causes, or has the potential to cause, confusion with other institutions that use similar features in their designed assets.
Our Primary logo is our organisational brandmark
Our Customer logo appears on our product groups marketing collateral and products
External usage: improper use
Under no circumstance does the customer logo appear on contracts, legal documents, finance documents, job adverts, building signage, employer branding, security holograms on certificates, website footers, or the back cover of books.
Primary logo
Care must be taken not to utilise the University shield outline in a way that causes, or has the potential to cause, confusion with other institutions that use similar features in their designed assets.
Logo versions
Always use the horizontal version of our logos. Where physical space limitations prohibit the use of the horizontal logo the square version of the logo may be used.
The square version of the logo can be used without prior permission on social media profile pictures, external building signage, or small physical items. For any other use of the square logo, prior permission must be sought from our Brand Steering Group. Please contact brand@cambridge.org for details.
Horizontal version
Square version
Use cases
Horizontal version is used by default.
Square version is used where physical limitations make it impractical to use the horizontal logo.
Customer logo
Our Customer logo is used by our product groups on external, customer facing products and marketing. It is never used to represent Cambridge University Press & Assessment as an organisation or legal entity, or on our internal communications.
The customer logo must always appear in close proximity to one of the following references to Cambridge University Press & Assessment:
- our Primary logo, for example in the footer of a website or the back page of a book
- our boilerplate text: ‘Cambridge University Press & Assessment is a non-teaching department of the University of Cambridge.’
- boilerplate text containing ‘Cambridge University Press & Assessment’
- our copyright line, ‘© Cambridge University Press & Assessment’
- a Cambridge University Press & Assessment web address, for example ‘cambridge.org’
Logo versions
Our customer logo has two versions, providing flexibility in our experiences and communications.
Horizontal version
Square version
Example 1 On all Cambridge University Press & Assessment websites the Primary logo appears in the footer, including customer facing websites where the Customer logo appears in the header.
Example 2 In print, the Primary logo, or boilerplate text referencing Cambridge University Press & Assessment as a non-teaching department of the University of Cambridge appears on the back page of the item.
Full colour logos
The Cambridge logo is available in two colour options to ensure legibility on light and dark backgrounds.
Black logo To be used on all white or light backgrounds.
White logo To be used on all black or dark backgrounds.
Single colour logos
Our logos are available in single colour versions, for use where there are technical limitations, such as when printing is restricted to one or two colours, or a single colour digital screen. There are two versions of the single colour logo - positive and negative.
Positive logo To be used on light or white backgrounds.
Negative logo To be used on dark or black backgrounds.
Getting it right
The positive and negative versions of the single colour logo are not the same; care must be taken to use the correct version. Never use the positive logo on a darker background, or the negative logo on a lighter background - this will result in the logo having the wrong visual balance. Always check that the cross and lions in the shield appear lighter than the background.
Correct version Cross and lions are lighter than the background.
Wrong version Cross and lions are darker than the background.
Using the logo
In order to maintain clarity and consistency when using our logos, follow the rules outlined below.
Logo clear space
To ensure brand impact and legibility, we have specified a clear space rule for logo usage. The specified clear space is measured by the width of the shield footprint.
Logo minimum sizes
To maintain legibility and brand integrity, we have outlined the minimum sizes for all our logo versions. The miniumum size is measured in width.
Print: 50mm Digital: 250px
Print: 20mm Digital: 150px
Print: 50mm Digital: 250px
Print: 50mm Digital: 250px
Logo positioning
To ensure consistency and ease of implementation, our logos are always clearly positioned in the communication. Follow the examples below for best practice.
Primary logo – left aligned
Primary logo – centre aligned
Customer logo
Improper use
Incorrect use of our logo undermines our brand and compromises its status as a signifier of quality, excellence and trustworthiness. Although our logo contains text, it is a graphic item, so we never use our logos as part of sentences or headings. Always use the logo assets supplied, and treat them with care. Here are some errors to avoid.
Shield outline and text are always the same colour
Never use the shield on it's own
Never place elements within the clear space
Never remove the shield
Never recreate or redraw our logo
Never alter the relationship of elements within the logo
Logo and image
Imagery can provide a suitable backdrop for our logo, but legibility of the logo must never be compromised. Place the logo on areas of an image that are uncluttered and that provide a clear distinction between the logo and the image subject.
Cambridge spine logo
The Cambridge spine logo appears on the spine of all Cambridge and Cambridge University Press books and and journals. It can also appear on the spine of marketing and corporate publications that have a spine, such as catalogues and reports. Please refer to the appropriate product guidelines for detailed guidance on applying the Cambridge spine logo to publications.
The Cambridge Spine logo appears on the spine of all our books and journals.
The colour of the Cambridge spine logo is flexible, so that it complements the book or journal jacket design.
Spine logo size and position
To ensure consistency across all our publications, the size and position of the logo is fixed, dictated by the spine width of the publication. On complex backgrounds or for aesthetic considerations, an optional contrasting coloured block can be placed behind the Cambridge spine logo. The size of the coloured block is fixed to ensure consistency when our books, catalogues or reports appear together on bookshelves.
Boilerplate text
Our boilerplate texts explain who we are and the impact that we have. Our boilerplate texts can accompany our logo in communications to provide additional context.
Boilerplate 1 Cambridge University Press & Assessment unlocks the potential of millions of people worldwide. Our qualifications, assessments, academic publications and original research spread knowledge, spark enquiry and aid understanding.
(28 words)
Boilerplate 2 We help millions of people worldwide unlock their potential. Our solutions bring better support to teaching, more confidence to learning, more assurance to assessment and greater advancement to research. Our qualifications, assessments, academic publications and original research spread knowledge, spark enquiry and aid understanding around the world.
(47 words)
Boilerplate positioning
To ensure consistency and ease of implementation, our boilerplates are always clearly defined by being positioned in close proximity to the logo in communications.
Boilerplate text on a back cover.
Boilerplate text on an inside-front cover.
Internal communications
Our primary logo is used on all internal communications. As a single organisation, it is important that our communications to colleagues are consistently branded and not confused with our external facing product brand extensions, irrespective of whether the communications are intended for a single product group or shared service.
Example – physical items On physical posters or banners, or tv screens, the primary logo should be used in all cases, as these materials might be seen by an external audience.
Example – internal presentations In presentations to colleagues use our primary logo. This makes it clear to viewers that this is a communication aimed at colleagues, rather than customers.
Video logo sting
Our logo stings adds movement to our logo, and is used to brand our animated and video communications. It appears either at the start or end of all our videos.
Third-party logo placement
When our logo appears alongside a third-party’s logo, for example when we’re the joint sponsor of an event, the third-party logo appears at least one shield width away from ours.
Our logo clear space is adhered to.
The two logos appear optically balanced, and no graphic devices are used to link the two logos.
Horizontal third-party logo example
Square third-party logo example
Clear space
No graphics linking the two logos
Logo colours
Red HEX ‣ #E73337 RGB ‣ 231 51 55 CMYK ‣ 0 90 76 0 Pantone ‣ 185
Yellow HEX ‣ #FFE500 RGB ‣ 255 229 0 CMYK ‣ 0 5 100 0 Pantone ‣ 109
Black HEX ‣ #000000 RGB ‣ 0 0 0 CMYK ‣ 0 0 0 100 Pantone ‣ Black
© Cambridge University Press & Assessment, 2024