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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 had been handed over to the client. Here the designers specify the typefaces that are appropriate for different kinds of text.

Physical description

Single sheet of white paper with sample alphabets in various typefaces 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/ Typefaces
Along the top; Printing; Ink

Helvetica/ Helvetica Light/ Helvetica Bold/ Helvetica Black/ Bembo/ Bembo Bold/ Bembo Italic/ Bembo Bold Italic
Across the page, each with sample alphabet and sample numbers below; Printing; Ink

This page shows the two corporate typefaces to be used in all publications and in advertising wherever possible. They are usually used together and often appear within the same text block. However Helvetica is to be used more as the display face and for headings and Bembo as the text face. Examples of their use can be seen in the printed examples that are at the end of this document. The Helvetica family is more extensive than shown here. Helvetica italic may be used for small disclaimers or on booking forms. The Bembo face shown here is the Monotype cut outputted through Linotron.
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 sample typefaces and written guidelines for the production of communication material, designed for the London Philharmonic Orchestra by Rufus Leonard Design Consultants, 1990


Paper; Ink



Subjects depicted

Branding; Typeface; Corporate Image; Graphic Design




Prints, Drawings & Paintings Collection

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