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Below are the main new logos for you to use. Click on the logo you require
for a selection of logo variations and file formats.
It is essential that you check whether a logo is appropriate
for a certain use.
If in doubt please consult the Kew
Brand Guidelines (pdf - 2.3MB) |
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download |
Masterbrand logo
This is most important visual representation of the Kew brand. It is Kew’s
leading icon and so operates at the top of the hierarchy.
The ‘Plants People Possibilities’ strapline has a fixed relationship
with the masterbrand logo. It should never appear alone or combined with
any other graphic elements on communication. It will sit with the Kew
logo to give greater understanding of the organisation. |
Logo application
Where possible the spot colour version should be used. Full colour variants
should always be used on tonally light backgrounds. When the logo appears
on tonally dark background or image the white version should be used.
The strapline is a fixed element of the masterbrand logo its colour
is dictated by the version of the ‘Kew’ element. It is either
whiteout or grey (PMS 432). The strapline may only be dropped from the
Kew icon if clarity can not be ensured, i.e. stitching and size. The version
without the strapline is available for download here |
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download
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Related logos
Underneath the masterbrand logo we have a series of related logos that
are identities for destinations, such as Wakehurst Place, or initiatives
like the Millennium Seed Bank Project. Each one of these is used with
the masterbrand logo in a specific way, see ‘ Relationship of elements’,
in the Brand Guidelines |
Logo Application - WP
Where possible the green (PMS 7483) version should be used, although only
on tonally light backgrounds. When the logo appears on a tonally dark
background or image the whiteout version should be used. |
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Logo Application - MSBP
Where possible the 4 colour logo should be used although only on tonally
light backgrounds. When the logo appears on tonally dark backgrounds the
whiteout version should be used. |
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download
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Endorsements
The Royal Crest is used as an endorsement to the masterbrand. If only
one logo is possible the masterbrand should be used.
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Logo Application - Crest
Where possible the grey (PMS 432) version should be used, although this
should only appear on tonally light backgrounds. When the logo appears
on tonally dark backgrounds the whiteout version should be used.
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more info |
The Kew stamp only appears on merchandise where we can
not use the Royal Crest. |
Logo application - Stamp
Where possible the grey (PMS 432) version should be used, although this
should only appear on tonally light backgrounds. When the logo appears
on tonally dark backgrounds the whiteout version should be used. |
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download |
World Heritage Site
As Kew Gardens is now a World Heritage Site we want to communicate this
on all materials.
This qualification should be placed under the Royal Crest. This logo version
must only be used on Kew Gardens specific communications. |
Logo Application
Where possible the grey (PMS 432) version should be used on tonally light
backgrounds. If it must appear on tonally dark backgrounds the whiteout
version should be used. |
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