The Square Kilometre Array – Brand Guidelines Exploring the Universe with the world’s largest radio telescope Introduction / Brand Strategy Page 03 Brand Mark / Primary Logo Page 05 Secondary Logo Page 06 Colour usage Page 07 Typography Page 08 The Spiral Graphic Page 09 Graphs and Diagrams Page 10 Imagery Page 11 Examples of communication Page 12 SKA Strategy Page 21 Contacts Page 22 © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 02 Introduction The Square Kilometre Array Who are we? The Square Kilometre Array (SKA) is a proposed radio telescope that, when built will be the largest, and most sensitive radio telescope in the world, and will be able to scan the skies faster than any other telescope. It will be able to look back in time to explore the beginnings of the Universe and its ultimate fate. The SKA will be made up of thousands of radio wave receptors, linked together across an area the size of an entire continent. The SKA will be based in either Southern Africa or Australia – New Zealand; a decision on the site will be made in 2012. The SKA is a non-profit making organisation made of astronomers and engineers from collaborating Universities and research institutes in 20 different countries. Completion of the telescope is scheduled for 2024. The SKA will answer five main questions: [ How were the first black holes and stars formed? [ How do galaxies evolve and what is dark energy? [ Was Einstein right about gravity? [ What forms giant magnetic fields in space? However the SKA has the potential to make discoveries that we can’t even imagine today. Project values The project is funded with public money and therefore fosters an open and transparent approach to information management. Information is made freely available on the website and non-technical explanations are given so that the project is easily understandable to nonastronomers. [ Are we alone in the Universe? Brand Strategy The tone of the SKA brand should be primarily technical and professional. It should have a clean, clear, un-cluttered, business-like look whilst still conveying the exciting and inspirational nature of the project. 03 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 04 Dimensional usage Colour usage Our logo is the most important asset to our brand image. Its usage should be clear, concise and never cluttered by surrounding imagery. The logo has been designed for consistent colour reproduction. The logo is best reproduced out of industry standard Pantone Matching System inks. The logo should never be changed or altered in any form. It should not be recreated, scanned or reproduced unless we grant permission otherwise. Master Logo: full colour Exclusion Zone Pantone Reflex Blue C100 M73 Y0 K2, R0 G84 B164 This specifies the space around the logo that should remain free of imagery and/or typography. It is the minimum space around the logo. The area can be allocated with half of the globe device taken from the logo as illustrated above. X use on colour block X rotate the logo X recolour the logo Size & Scale The logo should never be reproduced smaller than 35mm wide for print purposes or 100 pixels wide for multimedia usage. If re-sizing the scaling must remain proportional and equal to the original, stretching of the logo is not permitted. 05 The Square Kilometre Array - Brand guidelines SQUARE KILOMETRE ARRAY Single Colour Logo: greyscale 35mm The primary colours are: Process Cyan C100 M0 Y0 K0, R0 G174 B239 X use against photo X change logo elements X stretch the logo CMYK full colour reproduction of the logo is also acceptable, colour shifts in this process should be considered. For single colour printing refer to the logo variant. © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 06 Alternative logo use A second iteration of the logo exists for printed and online materials. This should be selected for use against coloured backgrounds for example. Similar exclusion zone rules apply, however please note the rules regarding size and scale for print and digital mediums. Foundry Monoline Bold - Used for main headings and key messages ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&$£!%/.,()@ Foundry Monoline Medium - Used for sub-headings ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&$£!%/.,()@ Foundry Monoline Regular - Used for body text ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&$£!%/.,()@ Typography The primary typeface for SKA communications is Foundry Monoline Regular, Medium and Bold. We operate in the public sector and so should consider accessibility guidelines, minimum point size for body text should be 9pt over 12pt leading whenever possible. Body text should be always appear at 70% black. Arial Bold - Used for online headline text Exclusion Zone This specifies the space around the logo that should remain free of imagery and/or typography. It is the minimum space around the logo. The area can be allocated with half of the globe device taken from the logo as illustrated above. X recolour the logo X stretch the logo X change gradient Arial Regular - Used for online body text SQUARE KILOMETRE ARRAY WWW.SKATELESCOPE.ORG X remove gradient 07 The Square Kilometre Array - Brand guidelines ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&$£!%/.,()@ X remove elements X change elements ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890?&$£!%/.,()@ © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 08 The Spiral Array Graphic xHI=0.79 Graphs and Diagrams xHI=0.61 The spiral graphic device already created has been redesigned for our latest communications. xHI=0.42 0 (ARCMIN) The spiral can be used, as shown here, either as a front cover, powerpoint presentation or document divider design addition for internal and external materials. Graphs, pie charts and diagrams should strive to be simple, clear and concise, the brand colours should be applied wherever possible to aid consistency across communications. xHI=0.20 We understand that due to the complex nature of the subject, there may be occasions where the redrawing of diagrams will not always be possible. 20 2.14 10 0.744 0 -0.652 -10 -2.05 -20 -3.44 190 180 170 160 V (MHz) 09 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 10 Imagery Imagery is an important element in our communications, please ensure that specified imagery is relevant to the subject matter and content. 11 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 12 Stationery Visual identity, letterhead, compliment slip and double sided business card. Letterhead 210 x 297mm Compliment Slip 210 x 99mm Double Sided Business Card 90x55mm Applying the Brand Johanna Bowler Outreach Officer Square Kilometre Array | Program Development Office Jodrell Bank Centre for Astrophysics | 3rd Floor | Alan Turing Building Oxford Rd | The University of Manchester | Manchester M13 9PL | UK SKA Program Development Office Jodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing Building The University of Manchester | Oxford Road | Manchester M13 9PL | UK Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 | www.skatelescope.org 13 The Square Kilometre Array - Brand guidelines Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 Email: bowler@skatelescope.org | Web: www.skatelescope.org SKA Program Development Office Jodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing Building The University of Manchester | Oxford Road | Manchester M13 9PL | UK Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 | www.skatelescope.org © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 14 Posters Leaflets SKA posters are an impactful way of showcasing the photography library, images should always be relevant to the subject matter of the text. Imagery should show the most up to date telescope array. This is a typical SKA leaflet treatment. Always use this system to compose a SKA marketing piece. The system is flexible in terms of text layout as word count can vary for each communication. The Goal The Square Kilometre Array The Square Kilometre Array Exploring the Universe with the world’s largest radio telescope Exploring the Universe with the world’s largest radio telescope In the last few decades, humankind’s understanding of the Universe has made enormous progress. Satellites in deep space have opened new windows of observation and ever larger and more capable telescopes have been built on the ground. However, although many questions have been answered, many more have arisen. Current questions include the link of gravity to the other fundamental forces, the origin of the mysterious dark energy, and the role played by electromagnetic force in the formation and evolution of stars, galaxies, clusters, and large-scale structures. New instruments on the drawing board will attempt to answer these questions, and at the same time allow us to search for planets, watch stars form and piece together the structure of the Milky Way Galaxy. At the centre of a new generation of astronomical facilities attacking these fundamental questions will be a revolutionary new radio telescope, the Square Kilometre Array (SKA). Radio astronomy’s remarkable track record of discovery demonstrates how radio telescopes can study the Universe in unique ways. Radio astronomers discovered pulsars, quasars, the cosmic microwave background, complex molecules in interstellar space, the existence of gravitational waves and the first extra-solar planets. The SKA will take several giant technological steps forward, and will image vast fields of view with enormous sensitivity, observe in several directions simultaneously and independently, and cover almost the whole accessible radio spectrum at the same time. The SKA will be the world’s premier imaging and surveying telescope. Its combination of unprecedented sensitivity, survey speed and size will enable entirely new types of science and will present many new opportunities for discovery. The SKA will take several giant technological steps forward, and will image vast fields of view with enormous sensitivity, observe in several directions simultaneously and independently, and cover almost the whole accessible radio spectrum at the same time. The Square Kilometre Array The Science Exploring the Universe with the world’s largest radio telescope The SKA will be a highly flexible instrument designed to address a wide range of fundamental questions in astrophysics, fundamental physics, cosmology, particle astrophysics and astrobiology. It will be able to probe previously unexplored parts of the distant Universe. A number of key science projects have been selected: fExtreme tests of general relativity with pulsars and black holes For almost ninety years, Einstein’s Theory of General Relativity has precisely predicted the outcome of every experiment made to test it. Most of these tests, including the most stringent ones, have been carried out using radio astronomical measurements. By using pulsars as cosmic gravitational wave detectors, or timing pulsars found orbiting black holes, astronomers will be able to examine the limits of General Relativity such as the behaviour of space and time in regions of extremely curved space. Then we will know, with high precision, whether Einstein was right in his description of space, time and gravity, or if new physics is needed. fGalaxy evolution, cosmology and dark energy The distribution of galaxies in our neighbourhood has been mapped in detail, but we lack such measurements towards the edge of the known Universe. Applying the vast sensitivity of the SKA to the 21-cm hydrogen line, we will detect a billion galaxies, out to distances of tens of billions of parsec (or redshifts exceeding z=1). The resulting map of the large-scale structure will reveal the processes by which galaxies formed and grew. Imaging redshifted hydrogen emission will provide an unprecedented three-dimensional picture of the cosmic web. We can follow the evolution of the first ripples of structure seen in the cosmic microwave background into individual galaxies and clusters allowing us to measure the effects of the mysterious “dark energy” that is pushing the Universe apart. The scale of the SKA makes it challenging - even with the expertise of a multi-national collaboration - to translate this sweeping scientific concept into the world’s foremost radio astronomical facility. APERTURE DARK ENERGY ………………………………………………………………… 73% COLD DARK MATTER ……………………………………………………… 23% NORMAL MATTER …………………………………………………………… 04% fProbing the Dark Ages - the first black holes and stars www.skatelescope.org The final frontier in cosmology is to fill in the gap between 300 000 years after the Big Bang when the Universe became transparent, and a billion years later, where young galaxies are seen. While new infrared telescopes should see the very first stars, the state of the Universe before the birth of those stars is only detectable through the radio emission from extremely red-shifted hydrogen. We expect to observe the primordial distribution of gas, and watch it collapse to form these first stars. The SKA will give us the opportunity to observe the dawn of the Universe and see how it gradually lit up as stars and galaxies formed and evolved into the place we live. fThe Cradle of life - searching for life and planets Examples of poster shown A1 Landscape (left) and A3 Portrait (above) Flexible design to enable exploration of the unknown While this is truly exciting and transformational science, history has shown that many of the greatest historical discoveries have happened unexpectedly. The unique sensitivity and versatility of the SKA will make it a discovery machine. We should be prepared for the possibilities. The Telescope The Technology MID The many dishes and aperture arrays of the SKA will link together FREQUENCY APERTURE to provide a collecting area around oneinsights square of kilometre. Radio astronomy has produced some ofof the greatest the 20thThe century. Central to these discoveries have been ARRAYS DISHES will be 50 times more sensitive thanfrontiers any otherofradio telescope innovationsSKA in technology pushing the observational sensitivity and spatial, temporal and spectral resolution. One and will survey the sky at least 10 awarded 000 times fasterPrize thanfor thePhysics. best The SKA will carry on this tradition of innovation such innovation - radio interferometry - was a Nobel current-day telescopes. The SKA will be an aperture synthesis by combining fundamental developments in radio frequency technology, information technology and high-performance computing. instrument. Signals frominseparated antennas willThe be path combined The SKA demands new approaches radio telescope design. to the SKA involves producing inexpensive, reliable mathematically via fast data linksand to aincorporating central supercomputer, antennas employing commodity technologies programmable signal processing engines, or even general purpose angular resolution equivalent that of a telescope computers,providing within theaninstrument’s signal path. Pushingtothe instrument in the direction of aLOW software telescope allows designers with a diameter of law more 3000 km. - processing power doubles everyFREQUENCY to take advantage of Moore’s forthan digital hardware 18 months. Life on other worlds? This is a fundamental issue for astronomy and biology and an important question for humanity. The SKA will have a resolution of 1/10 of the Earth-Sun separation at 300 light-years distance, and should detect emission from the centimetre sized “pebbles” thought to be the first step in assembling Earth-like planets. Observing the process of planet building will tell us how these other worlds are formed. Biomolecules tracing the existence of life may be detected. The SKA will be sensitive enough to search for the first time for “interstellar TV” the detection of such extraterrestrial signals would forever change the perception of humanity in the Universe. fThe origin and evolution of cosmic magnetism Electromagnetism is one of the best understood physical forces. It is therefore surprising that we still cannot answer basic questions about the origin and evolution of cosmic magnetic fields. Yet it is clear that magnetic fields are an important component of interstellar and intergalactic space. A polarised radio wave propagating through a magnetised region undergoes a systematic distortion known as “Faraday rotation.” By mapping the faint indications of this effect toward very distant galaxies, the SKA will be able to make detailed studies of magnetism in any intervening object. This new approach will reveal what cosmic magnets look like, how they formed, and what role they have played in the evolving Universe. Timeline Construction of the first elements of the SKA is expected to start in 2016, with completion of the array by 2024. Making full use of the SKA’s architecture as an interferometer, first science is expected to commence in 2019. Two potential sites in Australia - New Zealand and Southern Africa, are in contention. The final selection will be made in 2012 and based on radio quietness, ionospheric and tropospheric characteristics and infrastructure development costs. ARRAYS In the order tomakes achieve both high brightness andof high The scale of SKA it challenging - even withsensitivity the expertise a multi-national collaboration - to translate this sweeping resolution of the radio sky, theastronomical elements of the SKANew will technologies, manufacturing processes, and progress 5KM scientific concept intoimages the world’s foremost radio facility. Australia be distributed three groups a central core. Groups can only happen with the collaboration of industrial in fundamental engineeringinscience, are all within required. These breakthroughs of receiving elements will also be positioned along spiral arms partners offering expertise in fields such as information and communication technology, high performance computing, and mass extending up to 3000 km from the central core. The core antennas high quality images. The signals from the receiving elements will be production techniques. will act as a radio wide-angle lens that can monitor the sky transported back to a central processing engine where the data will constantly while more conventional radio dishes operate as a be manipulated to form images and time series, and to combat the radio camera (comparable to an optical CCD camera) to provide effects of radio frequency interference (RFI) signals. Precursors, Pathfinders & Design Studies The key feature of the SKA - its enormous collecting area - can only be realised by moving away from traditional telescope designs and by constructing efficient, broadband, low-cost antennas capable of simultaneous multiple fields of view. This goes hand-in-hand with the development of low-cost, low-noise radio-frequency amplifiers and highly-integrated receivers. South Africa [ Several innovative approaches are being investigated to find the optimum enabling technology solutions for the science goals. Wide ranging approaches are being tested on scientifically interesting scales in many parts of the world: in Australia with ASKAP, in South Africa with MeerKAT, in the US with the TDP and in Europe with the AAVP. The collective knowledge gained from SKA Precursors, Pathfinders and Design Studies is being channelled into the final SKA design, in order to take full advantage of globally developed innovative technology. j Image credits: Spektrum, Emde Grafik, J. Anderson (MPIfR) The scale of the SKA makes it challenging - even with the expertise of a multi-national collaboration - to translate this sweeping scientific concept into the world’s foremost radio astronomical facility. Produced by the SKA Program Development Office - Revised March 2011 Credit: Swinburne, NRAO, STSci, POSS-II, HST, MERLIN, W. Reich, MPIfR, M.Kramer, WMAP, NASA, Kassim, NRL 15 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 16 Corporate Brochure Pop-up Banners This is a typical SKA brochure treatment. This example shown is in landscape format, however, the system is flexible in terms of format. SKA Pop-up banners are a good way of showcasing the photography library, the banners can be used either to advertise specific areas of SKA or as a general communications tool for events. The Square Kilometre Array THE SQUARE KILOMETRE ARRAY Exploring the Universe with the world’s largest radio telescope The SKA Program The collaboration is led by an international steering committee and a jointly funded SKA Program Development Office. TIMELINE – 2024 FULL OPERATION – 2019 FIRST ASTRONOMICAL OBSERVATIONS – 2016 INITIAL CONSTRUCTION – 2013-15 DETAILED DESIGN AND PRODUCTION ENGINEERING – 2012-13 SITE SELECTION FUNDING APPROVAL FOR INITIAL (10% SKA) CONSTRUCTION. ESTABLISH SKA ORGANISATION The SKA Program is a collaboration between institutions in 20 countries including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Korea, The Netherlands, New Zealand, Poland, Portugal, Russia, South Africa, Spain, Sweden, United Kingdom and the United States. 17 The Square Kilometre Array - Brand guidelines – 2008-12 SYSTEM DESIGN AND COSTING – 2006 SHORTLISTING OF SUITABLE SITES The SKA will: [ Be the largest radio telescope in the world. [ Revolutionise our understanding of the Universe and the laws of fundamental physics. [ Have 50 times the sensitivity and 100 times the survey speed of current imaging instruments. [ Extend to at least 3000 km from the central core region. [ Have half the total collecting area of each antenna type concentrated in three central cores each 5 km in diameter. [ Have life span of at least 50 years. [ Be continuously upgradable as computing power increases. [ Be built in a radio-quiet location for uninterrupted observations. [ Use new antenna technology, signal transport, signal processing and computing. [ Have a target construction budget of ¤1.5 billion for the frequency range from 70 MHz to 10 GHz. 05 Exploring the Universe with the world’s largest radio telescope Exploring the Universe with the world’s largest radio telescope The SKA will take several giant technological steps forward, and will image vast fields of view with enormous sensitivity, observe in several directions simultaneously and independently. The scale of the SKA makes it challenging - even with the expertise of a multi-national collaboration - to translate this sweeping scientific concept into the world’s foremost radio astronomical facility. www.skatelescope.org www.skatelescope.org – 1991 SKA CONCEPT As the SKA will be an aperture synthesis instrument, exciting science will be achievable before the full array is complete and initial science results are expected by about 2019. The full collecting area at frequencies below about 10 GHz will be operational in 2024. © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 18 Exhibition Stand Powerpoint presentations An exhibition stand is used by SKA staff as part of presentation to the wider community at events and engagements. This can be one of the most powerful communication tools when used correctly. Presentation slides consist of cover, introduction and text heavy frames, please use Arial regular and Arial bold 80% black. Images can be incorporated into inside and separating slides. Example shown: 3x3 Pop-up stand with case wrap (below). The stand should always feature the spiral graphic device, but images are interchangeable. Images should always be relevant to the subject matter of the text. The scale of the SKA makes it challenging - even with the expertise of a multi-national collaboration - to translate this sweeping scientific concept into the world’s foremost radio astronomical facility. www.skatelescope.org Internal Headline Here Subheader Presentation Headline Here position here Cuperfece patimium henessenti Paredetrum praedetis cam nos contessimis etasen Catiu virtusc Ifecon auteriam Subheader 00.00.11 ortem quam nos conir que inum recibus horumasen patatqu. The Square Kilometre Array www.skatelescope.org Exploring the Universe with the world’s largest radio telescope • • • • • • idenius praederum merium contelase peciendiem parbent estanes quemurarei iam sus publicere praium quamesam novisque inam vitius esul taristis horem altasen motersan follesan estanes temorio idenius praederum merium contela peciendiem parbent atresan quemurarei iam sus publicere praium quam novisque inam vitius esul taristis horem altasen motersan follesan estanes temorio Exploring the Universe with the world’s largest radio telescope 19 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 20 Contacts Johanna Bowler Outreach Officer Square Kilometre Array Program Development Office Jodrell Bank Centre for Astrophysics 3rd Floor, Alan Turing Building Oxford Rd, The University of Manchester Manchester M13 9PL, UK Tel: +44 (0) 161 275 4130 Fax: +44 (0) 161 275 4049 Email: bowler@skatelescope.org Web: www.skatelescope.org 21 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 22 SKA PROGRAM DEVELOPMENT OFFICE Jodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing Building The University of Manchester | Oxford Road | Manchester M13 9PL | UK T +44 (0)161 275 4130 | F +44 (0)161 275 4049 | www.skatelescope.org