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Literature Guidelines

Print
1990 (made)
Artist/Maker
Rufus Leonard Design Consultants (designer)
Place of origin
London (made)

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. The booklet included layout guidelines and details of recommended ink colours, papers and typefaces. This was to ensure that certain standards could be maintained after the design was handed over to the client. Here the designers specify exactly how much space should be left between the symbol and its companion lettering.


Object details

Category
Advertising
Object type
Print
TitleLiterature Guidelines (assigned by artist)
Materials and techniques
Print on paper
Paper
Ink
Printing
Brief description
Printed sheet with illustration and written guidelines for the layout of communication material, designed for the London Philharmonic Orchestra by Rufus Leonard Design Consultants, 1990
Physical description
Single sheet of white paper with mark, grid lines and text printed in black
Dimensions
  • Height: 29.8cm
  • Width: 21cm
Marks and inscriptions
  • Literature Guidelines/ The Mark/ Version B (Along the top; Printing; Ink)
  • This distance may be increased but not decreased/ The London Philharmonic/ Measure over this width/ centre (Within the design; Printing; Ink)
  • This relationship of symbol to logotype is used on smaller page sizes such as 1/3 A4 leaflets [.] The length of the logotype is half the width of the symbol. It is ranged right from a line drawn vertically through the centre of the symbol. The distance between the symbol and the logotype is variable. It is recommended that this relationship should not be used smaller than 50mm, because the logotype may become unreadable. Apart from changing the vertical spacing between the two elements the mark must not be altered or redrawn in any way, and must only be reproduced from the master bromide (B) at the back of this document. (Along the bottom, over four columns; Printing; Ink)
  • Issued June 1990 (Bottom right corner; Printing; Ink)
Credit line
Given by the artist
Subjects depicted
Branding
Corporate Image
Orchestras
Graphic Design
Layout
Logos
Summary
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. The booklet included layout guidelines and details of recommended ink colours, papers and typefaces. This was to ensure that certain standards could be maintained after the design was handed over to the client. Here the designers specify exactly how much space should be left between the symbol and its companion lettering.
Associated objects
Collection
Prints, Drawings & Paintings Collection
Accession number
E.2139:12-1991

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Record createdFebruary 7, 2004
Record URL
https://collections.vam.ac.uk/item/O91335/literature-guidelines-print-rufus-leonard-design/
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