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

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 sample typefaces and written guidelines for the production of communication material, designed for the London Philharmonic Orchestra by Rufus Leonard Design Consultants, 1990
Physical description
Single sheet of white paper with sample alphabets in various typefaces printed in black ink
Dimensions
  • Height: 29.6cm
  • Width: 20.9cm
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)
Credit line
Given by the artist
Subjects depicted
Branding
Corporate Image
Typeface
Graphic Design
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 had been handed over to the client. Here the designers specify the typefaces that are appropriate for different kinds of text.
Associated objects
Collection
Prints, Drawings & Paintings Collection
Accession number
E.2139:6-1991

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Record createdFebruary 19, 2004
Record URL
https://collections.vam.ac.uk/item/O93359/literature-guidelines-print-rufus-leonard-design/
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