巴斯大学管理学院VI手册(英文版).pdf

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Brand identity try In an ever-more competitive employment market, what will give you the edgeUse examplesIntelligent arguments are always backed up with facts. So use examples to support claims whenever you can.Get into characterBefore writing anything, try to get into character. Read through the tone of voice values and hear the voice of the School of Management in your mind. When you have it, start to write.Write hot, edit coldOnce you have planned and structured a piece of writing just go ahead and write. Dont read over what youve written until youve finished. Then leave the piece for a while and come back with a cold, critical eye.Short is sweetTry to keep the number of words you use to a minimum. Shorter pieces are nearly always more readable. Avoid too many long words whenever possible, keep sentences short and break up paragraphs with subheads. It makes for a much better read.Keep it simpleAvoid jargon whenever possible. If you have to use it, explain it. The same goes for acronyms.Think about the readerA piece of writing should say more about the reader than the writer. Think what your audience will want to know, what will interest them and what will persuade them to make the School of Management their first choice.Tone of voiceBefore and after examplesContinued3 4 5Handy hintsHere are a few hints and tips for bringing our tone of voice to life 18 Brand identity 9pt type on 10pt leading.TintsTelephone, Facsimile and Email headings are a 30 tint of black.Other contact details are a 70 tint of black.2Name and titleHelvetica Neue 65; 9pt type on 10pt leading. The name is Pantone 2995 C and the title is a 70 tint of black. 3With complimentsHelvetica Neue 65; 9pt type on 10pt leading.100 black.Business card1Name and titleHelvetica Neue 65; 8pt type on 9pt leading.The name is Pantone 2995 C and the title is a 70 tint of black. There should be a 4.5pt space after the name and title, before the contact details.2Contact detailsHelvetica Neue 65; 8pt type on 9pt leading.TintsTelephone, Facsimile and Email headings are a 30 tint of black.Other contact details are a 70 tint of black.3Address inationHelvetica Neue 65; 7pt type on 9pt leading.A4 Letterhead1Contact detailsHelvetica Neue 65; 9pt type on 10pt leading.TintsTelephone, Facsimile and Email headings are a 30 tint of black.Other contact details are a 70 tint of black.2Recipients addressArial; 9pt type on 10pt leading.3Body copyArial; 11pt type on 13pt leading.StationeryDL compliment slipBusiness cardStationeryA4 letterheadDear Lorem,Ipsum dolor sit amet, consectetuer adipiscing elit. Suspendisse volutpat. In vitae. Praesent vitae arcu. Cras luctus adipiscing est. Mauris lectus. Cras vestib libero. Aenean facilisis justo in velit. Vivamus pretium arcu in ligula. Sed non felis. Curabitur risus mi, volutpat eget, tempor eget, consectetuer eget, augue. Nulla aliquam. Pellentesque dolor. Duis porta orci et arcu. Praesent sed eros bibendum sodales. Etiam felis. Nulla facilisi. Nam metus ligula, sagittis vel, commodo gravida hendrerit, felis. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia; Vivamus cursus, pede non consectetuer mollis, ligula lorem ultricies libero, in tincidunt sem nisl eu sem.Sed porttitor hendrerit elit. In hac habitasse platea dictumst. Donec bibendum. Etiam a lorem. Cras ornare risus vitae magna. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Integer pulvinar condi libero. Vestibulum nec mi. Ut nulla risus, tincidunt in, imperdiet a, ultricies eget, sapien. Quisque nunc purus, lobortis sed, aliquet quis, consectetuer non, justo suspendisse ullamcorper lacinia urna. Vivamus porta bibendum augue. Pellentesque ante.Yours SincerelyName SurnameTitleBath BA2 7AYUnited KingdomTelephone 44 01225 123456Facsimile 44 01225 123456Email namebath.ac.ukwww.bath.ac.uk/managementDate00/00/00Correspondence00/00/00Name SurnameAddress line 1Address line 2CityPostcode141 210008273310425Bath BA2 7AYUnited KingdomTelephone 44 01225 123456Facsimile 44 01225 123456Email namebath.ac.ukwww.bath.ac.uk/managementName SurnameTitle141 21000827338625With compliments085Name SurnameTitleTelephone 44 01225 123456Facsimile 44 01225 123456Email namebath.ac.ukwww.bath.ac.uk/managementBath BA2 7AY United Kingdom20234446.540332 21 112336 Brand identity 21pt type on 22pt leading. The secondary ination is Helvetica Neue 65; 11pt type on 12pt leading.Supporting panelIn certain scenarios, an additional third level of text ination is required.This is incorporated into the second, lower panel. It is set in Helvetica Neue 65; 14pt type on 15pt leading.A4 literature grids are available on request from the University of Bath School of Management marketing team.Upper panelThe upper panel is used for the University of Bath School of Management logo and the generic blue tab.The panel must be consistent on all A4 programme covers.Its primary use is to signify that the literature is part of the University of Bath School of Management and its secondary use is to keep the logo legible when applying the necessary photographic background.Two panels The A4 literature grid consists of two panels.LogosSupporting logos must be positioned on the bottom margin.A4 publicationCover gridLogo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo311 2344240 Brand identity 24pt type on 26pt leading.The standfirst is set in Helvetica Neue 65; 18pt type on 19pt leading.The body copy is set in Helvetica Neue 55; 9pt type on 10pt leading.The pull-out title is set in Helvetica Neue 65; 14pt type on 15pt leading.ImportantA similar approach to grid compositions should be taken in smaller atsA5 at see page 48. DL at see page 50.Lower-level pagesWhen designing lower-level pages, the A4 grid can accommodate several levels of ination.Case studiesFull-bleed images are used generously throughout the literature system. They are generally used for case study ination.Opaque panels are applied over the full-bleed image in the relevant programme colour to accommodate the case study copy. They should be to the edge of the page and fit within the grid.A4 publicationInternal gridContinuedCase study nameSubheadingIntroduction text. lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum.Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. “Quote text. Duis autem ve l eum iriure dolor in hendrerit in vulputate ve lit hendrerit.”Praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Pa ge title. Laoreet dolore magna aliquam erat v o lutpat.Stand fi rst cop y here Lorem ipsum dolor sit amet, consect e tuer adipiscing elit.Heading level 2Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Heading level 2Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve ro eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Heading level 2Ut wisi enim ad minim ve niam, quis nostrud rci tation ullamc orper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve ro eros et acc umsan et iusto odio dignissim qui blandit praesent luptatum ril delenit augue duis dolore te feugait nulla facilisi. Heading level 2Sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet dolore magna aliqam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit eros et accumsan et iusto odio dignissim qui blandit praesent lupt tum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Heading level 2Ut wisi enim ad minim ve niam, quis nostrud rci tation ullam corper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisisPull out titleV e niam, quis nostrud rci tation ullamc orper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve roLorem ipsum dolor sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet dolore magna aliqu amrat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rci tation ull amcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis atero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat.Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat.Quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex00 BSc in Business Administration 00University of Bath School of ManagementHeading level 2Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Heading level 2Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve ro eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Heading level 2Ut wisi enim ad minim ve niam, quis nostrud rci tation ullamc orper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve ro eros et acc umsan et iusto odio dignissim qui blandit praesent luptatum ril delenit augue duis dolore te feugait nulla facilisi. Heading level 2Sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet dolore magna aliqam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit eros et accumsan et iusto odio dignissim qui blandit praesent lupt tum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Heading level 2Ut wisi enim ad minim ve niam, quis nostrud rci tation ullam corper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisisHeading level 2Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Heading level 2Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve ro eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Heading level 2Ut wisi enim ad minim ve niam, quis nostrud rci tation ullamc orper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla.Heading level 2Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rcition ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Heading level 2Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit esse molestie consequat, ve l illum dolore eu feugiat nulla facilisis at ve ro eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi.Heading level 2Sit amet, consectetuer adipiscing elit, seddiam nonummy nibh euismod tincidunt ut laoreet dolore magna aliqam erat vo lutpat. Ut wisi enim ad minim ve niam, quis nostrud rci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis aute m ve l eum iriure dolor in hendrerit in vulputate ve lit eros et accumsan et iusto odio dignissim qui blandit praesent lupt tum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat vo lutpat. Pull out titleStudents with disabilities are we ll cate red for in the University including wheelchair access to all facilities and other special provisions and some purpose builtaccommodation.F u rther details are ava ilable from the University s Accommodation Offi cewww.bath.ac.u k/accommodation1 Nulla facilisis at vero eros et accumsan et iusto odio dignissim ed diam nonummy .2 Nulla facilisis at vero eros et accumsan et iusto odio.3 Nulla facilisis at vero eros et accumsan et iusto odio dignissim ed diam nonummy .4 Nulla facilisis at vero eros et accumsan et iusto odio.23451Pa ge title. Laoreet dolore magna aliquam erat
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