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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. It specifies exactly how the mark should be placed on the page, which typefaces should be used and where the name of the sponsor should appear. This was to ensure that certain standards could be maintained after the design had been handed over to the client.

Object details

Category
Advertising
Object type
Print
TitleLiterature Guidelines (assigned by artist)
Materials and techniques
Print on paper
Paper
Printing 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 a symbol and text printed in black ink
Dimensions
  • Height: 29.8cm
  • Width: 21cm
Marks and inscriptions
  • Literature Guidelines/ Page Layouts/ '1/3 A4 leaflet cover' (Top right; Printing; Ink)
  • NatWest THE ACTION BANK Sponsor/ Classics for Pleasure Series/ 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 third A4 front covers. Sponsors' names must be placed appropriately. This page shows an acceptable solution, when placing a large sponsorship mark. A. 10 pt Helvetica Black, upper and lower case, ranged right. B. 12 pt Bembo Italic, upper and lower case, ranged left. C. 8pt Bembo, centred over the column. D. The NatWest sponsorship mark placed so that the word 'NatWest' appears to run on to the leaflet heading. E. 7 pt Bembo, centred over the column. F. This mark is version 2, 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 baseline of the grid. (Across the bottom of the sheet, 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
Layout
Graphic Design
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. It specifies exactly how the mark should be placed on the page, which typefaces should be used and where the name of the sponsor should appear. This was to ensure that certain standards could be maintained after the design had been handed over to the client.
Associated objects
Collection
Prints, Drawings & Paintings Collection
Accession number
E.2139:9-1991

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Record createdFebruary 7, 2004
Record URL
https://collections.vam.ac.uk/item/O91305/literature-guidelines-print-rufus-leonard-design/
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