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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 symbol and lettering should be placed on the page.

Physical description

Single sheet of white paper with illustration and text 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/ The Mark/ Version A
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

The relationship of symbol to logotype is used on 'A' formats, such as front covers of A5 leaflets and similar page sizes. The length of the logotype is one third of 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 - the minimum distance to be used is shown here. The logotype must never be used above the symbol. It is recommended that this relationship should not be used when the symbol is less than 80mm wide. 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 (A) at the back of this document.
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


Ink; Paper



Subjects depicted

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




Prints, Drawings & Paintings Collection

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