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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 the introductory page 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.

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
Sheet of white paper with a symbol, logotype, labels and text printed in black ink.
Dimensions
  • Height: 29.8cm
  • Width: 21cm
Marks and inscriptions
  • Literature Guidelines/ The Mark/ Introduction (Top right; Printing; Ink)
  • Symbol/ Logotype/ The London Philharmonic/ The Mark (Within the design; Printing; Ink)
  • These guidelines are intended to show how the London Philharmonic corporate mark can be used on publications and advertising. They give details of relationships betweeen [sic] the elements within the mark, show how the mark can be adapted to different page sizes and set out the corporate typefaces and colours. These are then illustrated by examples. It is important to realise the flexibility with which the mark can be used, as its component elements, the logotype and symbol, are not restricted to one fixed relationship. This is because the demands put upon the use of the mark will be greater than can be shown in theses [sic] basic guidelines. At the end of the document is a set of bromide masters. (Along the bottom, over four columns; Printing; Ink)
  • Issued June 1990 (Bottom right; Printing; Ink)
Credit line
Given by the artist
Subjects depicted
Branding
Corporate Image
Logos
Graphic Design
Orchestras
Layout
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 the introductory page 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.
Associated objects
Collection
Prints, Drawings & Paintings Collection
Accession number
E.2139:11-1991

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Record createdFebruary 7, 2004
Record URL
https://collections.vam.ac.uk/item/O91334/literature-guidelines-print-rufus-leonard-design/
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