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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 (artist)

  • 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. 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 the mark should be placed on the page and which typefaces should be used for A4-sized and A5-sized leaflets.

Physical description

Single sheet of white paper with illustration and written guidelines printed in black ink

Place of Origin

London (made)


1990 (made)


Rufus Leonard Design Consultants (artist)

Materials and Techniques

Print on paper

Marks and inscriptions

Literature Guidelines/ Page Layouts/ 'A' formats
Along the top; Printing; Ink

International Series/ 27 September 1990 to 28 January 1991/ Royal Festival Hall/ The London Philharmonic/ THE SOUTH BANK CENTRE/ centre
Within the design; Printing; Ink

The grid and layout shown here can be used for A5 and A4 page sizes and also for the programme which is 235mm x 165mm. The measurements given are for the A5 page size. All elements can be enlarged proportionately. A. 12pt Helvetica Black, upper and lower case, ranged right. B. 14 pt Bembo Italic, upper and lower case, ranged left. C. 12 pt Bembo, centred over the column. D. 8pt Helvetica on 13 pt line feed, ranged right. E. 9 pt Bembo, centred over the column. F. The mark used is version 1, centred right to left with the logotype on the baseline of the grid. G The South Bank Centre mark centred over the column and on the baseline of the grid.
Along the bottom, over four columns; Printing; Ink

Issued June 1990
Bottom right corner; Printing; Ink


Height: 29.6 cm, Width: 20.9 cm

Descriptive line

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


Paper; Ink



Subjects depicted

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




Prints, Drawings & Paintings Collection

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