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Print - Literature Guidelines
  • Literature Guidelines
    Rufus Leonard Design Consultants
  • Enlarge image

Literature Guidelines

  • Object:


  • Place of origin:

    London (made)

  • Date:

    1990 (made)

  • Artist/Maker:

    Rufus Leonard Design Consultants (designer)

  • Materials and Techniques:

    Print on paper

  • Credit Line:

    Given by the artist

  • Museum number:


  • Gallery location:

    Prints & Drawings Study Room, level F, case EDUC, shelf 10C

In 1990 Rufus Leonard Design Consultants designed a new corporate identity for the London Philharmonic Orchestra. Their brief was to produce a ‘mark’, a combination of symbol and lettering, for use on all the orchestra’s communication material. This sheet is taken from a booklet given to the client at the end of the project. It specifies exactly which colours and papers should be used and how these might vary depending on the nature of different leaflets. The designers recommend, for example, the use of tinted paper and inks sold by the Pantone company. These guidelines were produced to ensure that certain standards could be maintained after the design had been handed over to the client.

Physical description

Single sheet of white paper with diagrams and text printed in black ink

Place of Origin

London (made)


1990 (made)


Rufus Leonard Design Consultants (designer)

Materials and Techniques

Print on paper

Marks and inscriptions

Literature Guidelines/ Colour/ Palette and backgrounds
Along the top; Printing; Ink

The London Philharmonic/ Symbol part A Pantone 123/ Symbol part B Reversed out/ Logotype Reversed out/ Background Pantone 234
Within the top design, repeated in four smaller designs below; Printing; Ink

Wherever possible the mark should appear on a white background in black and orange (PMS 158), as shown above left. These corporate colours will be used mostly with mark C. When using marks A and B, which can be used large, a colour palette is available. The mark is reversed out of a colour background on a tinted stock (preferably Robert Horne Kestrel Cream). In single colour print the mark may appear positive or it can reverse out of a dark background. This is a colour photocopy and although the colour representation is good, for accurate colour matching please use the Pantone references given.
Along the bottom, over four columns; Printing; Ink

Issued June 1990
Bottom right corner; Printing; Ink


Height: 29.8 cm, Width: 21 cm

Descriptive line

Printed sheet with illustrations and written guidelines for the layout of communication material, designed for the London Philharmonic Orchestra by Rufus Leonard Design Consultants, 1990


Paper; Ink



Subjects depicted

Layout; Graphic Design; Logos; Branding; Corporate Image; Orchestras




Prints, Drawings & Paintings Collection

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