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Literature Guidelines

Print
1990 (made)
Artist/Maker
Rufus Leonard Design Consultants (artist)
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. 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.

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
Single sheet of white paper with illustration and written guidelines printed in black ink
Dimensions
  • Height: 29.6cm
  • Width: 20.9cm
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)
Credit line
Given by the artist
Subjects depicted
Branding
Corporate Image
Layout
Logos
Graphic Design
Orchestras
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. 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.
Associated objects
Collection
Prints, Drawings & Paintings Collection
Accession number
E.2139:8-1991

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Record createdFebruary 19, 2004
Record URL
https://collections.vam.ac.uk/item/O93347/literature-guidelines-print-rufus-leonard-design/
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