Brand and Identity Guidelines
NSEMM Brand and Identity Guidelines
Our brand identity—its colours, fonts, and symbolism—is deeply meaningful to us. It wasn’t crafted by a high-priced marketing agency but by students, for students, just like our organisation itself.
Our Brand Story
Founded from the frustrations of students seeking better educational opportunities, we’ve transformed into a thriving charity that supports hundreds of students on their path to success. Everything in our visual identity was built with purpose.
Logo
What the Logo Represents
| Element | Meaning |
|---|---|
| Book of Knowledge | Continuous learning and personal growth — the idea that we can expand our knowledge throughout life |
| Illuminated Mind | The brain-shaped light symbolises innate intelligence and capacity for insight — like a lightbulb moment or the rising sun |
| Knowledge Gold | Our signature gold represents the value and reward of knowledge, and our potential to create meaningful change through education |
Logo Variations
- Abbreviated Logo — Main logo for most applications: social media, websites, standard branding materials
- Icon Logo (Yellow Square) — Book icon on yellow background for favicons, app icons, small-format applications
- Icon Logo (University Blue) — Book icon on University Blue for alternative applications where brand recognition is already established
Usage Rules
Our primary logo is our most important visual asset. Please only use it as shown in these guidelines.
- Do not reformat, stretch, or re-colour the logo
- Do not place it on a background with low contrast
- Do not use the logo as a word — it is a symbol, not a replacement for “NSEMM” in a sentence
- Do not make the logo suggest we partner with an organisation we don’t
- Our logo should appear first when placed alongside other organisations’ logos
- Video use is the only instance the logo may be used centrally — use the NSEMM animation in the outro where possible
- Before using the logo in a new way, check with the Marketing team
White-out version of the abbreviated logo is available when legibility is an issue. Monochrome versions must use Supernova, Black, or White only.
Sizing
Minimum print size: 35mm (use the abbreviated version below this size)
| Digital Context | Min Logo Height |
|---|---|
| 728 × 90 banner | 45 px |
| 300 × 600 | 50 px |
| 300 × 250 | 50 px |
| 120 × 600 | 30 px (abbreviated) |
| Favicon | 32 px (book icon) |
| Mobile | 50 px |
| Tablet/iPad | 80 px |
| Laptop | 80 px |
| Desktop | 130 px |
Clear Space
- Clear space must equal 50% of the book’s width on all sides
- If space is tight, use the abbreviated version
- Align text to the centre point of the book; if that creates imbalance, arrange text to suit the design
Colour Palette
All artwork should be created in RGB / sRGB IEC61966-2.1 before uploading to third-party channels, to ensure consistent colour rendering.
Keystone Colours
Primary colours — used prominently in logos, key visuals, and primary marketing materials.
Supporting Palette
Grounding and balancing — ensures designs remain accessible and professional while complementing the neon palette.
Canvas Shades
Soft, versatile, watercolour-like hues for backgrounds and contexts where the brightest NSEMM colours don’t work.
Font Colour by Background
| Background | Colour | Use Font |
|---|---|---|
| Canvas Shades (most) | #AEBCD4, #8BD6AC, #E1D185, #E1E1E1, #D9FFEC, #F1EBE3 | University Blue |
| Canvas Shades (dark) | #AEBCD4 (Serenity Slate), #8BD6AC (Soft Mint) | Midnight |
| Knowledge Gold | #FACD00 | University Blue |
| Discovery Teal | #00FACD | University Blue |
| Inspiration Pink | #FA00CD | White |
| All Supporting Palette | #443800, #1C3B70, #2B2A2A | White |
These guidelines align with NSEMM’s accessibility policies to maximise readability.
Typography
Primary Fonts
| Font | Use | Where to get |
|---|---|---|
| Readex Pro (+ Lexend Deca) | Body text, headlines, titles — highly legible, dyslexia-friendly | Google Fonts |
| Sora | Display accent — CTAs, infographics, personality moments | Google Fonts |
Both fonts are licensed under the Open Font License (OFL) — free for commercial and non-commercial use.
Why Readex Pro? Designed with increased readability in mind, with humanist design and careful letter spacing. Aligns with our core values of clarity, inclusivity, and accessibility.
Accessibility Standards
Requirements
- Non-discrimination — Nothing that discriminates against protected characteristics in services, employment, or facility access
- Reasonable adjustments — Ensure individuals with disabilities can access our services
- Font contrast — All content must meet WCAG 2.2 AAA standards
- Accessible formats — Provide accessible versions of printed materials on request
- Neurodivergence-friendly — Consider sensory sensitivities in design
Digital Checklist
- Clear, consistent navigation
- Sufficient colour contrast between text and background
- All functions accessible via keyboard navigation
- Descriptive alt text on all images
- Content accessible across all devices and screen sizes
- Adequate spacing and size for interactive elements on mobile
Language and Tone
Word Choice
- Write words in full — avoid abbreviations and acronyms wherever possible
- Avoid Latin: use “and others” not “etc.”, “for example” not “e.g.”, “meaning” not “i.e.”
Tone by Audience
| Audience | Tone |
|---|---|
| Students (11–24) | Relatable, direct, energetic |
| Parents/guardians | Informative, warm, respectful |
| Partners/funders | Professional, evidence-based, clear |
- Use positive language focused on what can be achieved
- Be clear and concise — avoid jargon and complex sentences
- Engage emotionally to create genuine connection
Grammar Reminders
- Use active voice — clearer and more engaging than passive
- Use correct punctuation — commas, full stops, question marks placed correctly
- Always proofread; peer review where possible
Name and Capitalisation
Official Name
The National Society for Education, Mentoring and Media
Always capitalise the first letter of each major word.
“The NSEMM” vs “NSEMM”
| Context | Correct form |
|---|---|
| Start of a sentence | The NSEMM — “The NSEMM tutoring programme is expanding.” |
| Mid-sentence reference | NSEMM — “We are partnering with NSEMM on a new initiative.” |
Never: “We’re working with The NSEMM.” → “We’re working with NSEMM.”
Think of it like NHS vs NHS England — “The NHS” when talking about it generally; “NHS England” without “the” as a named entity.
“An NSEMM” not “A NSEMM”
NSEMM is pronounced “en-sem” — starts with a vowel sound.
✅ We are an NSEMM partner organisation.
❌ We are a NSEMM partner organisation.
Colour Rendering
All artwork must be created in an RGB document using sRGB IEC61966-2.1 colour profile before uploading to any third-party channels. This ensures consistent colour across all media.
Version 1.6 — The National Society for Education, Mentoring and Media (NSEMM). Registered Charity No. 1209673.