An introduction to Leatherhead Food Research

Leatherhead Food Research provides expertise and support to the global food and drink sector with practical solutions that cover all stages of a product’s life cycle from consumer insight, ingredient innovation and sensory testing to food safety consultancy and global regulatory advice. Leatherhead operates a membership programme which represents a who’s who of the global food and drinks industry. Supporting all members and clients, large or small, Leatherhead provides consultancy and advice as well as training, market news, published reports and bespoke projects. Alongside the Member support and project work, our world-renowned experts deliver cutting-edge research in areas that drive long term commercial benefit for the food and drink industry.

Leatherhead Research is a Science Group company. Science Group is an international consulting services group supporting the product innovation lifecycle to enable our clients to deliver on their investments in R&D. Our services fall into four broad categories: Applied Science, Product Development, Technology Advisory and Regulatory. These services are combined with vertical market expertise in Medical, Food & Beverage, Industrial, Chemical, Energy and Consumer sectors. With offices throughout Europe, North America and China/Hong Kong and with over 30 languages written and spoken, Science Group supports a global client base.

Brand Guardian

Lucy Beverley Head of Marketing Email Lucy Beverley

Logo

Logotype

Reverse Logotype

Mono Logotype

Clearance

Minimum Size

With science group descriptor

Logotype

This is the primary logotype for Leatherhead Food Research and should always be used where possible.

Reverse Logotype

This logotype should be used when the primary logotype cannot, for example on dark colours and imagery.

Mono Logotype

The only time the logo appears black is when the print requirement is mono. For example a fax, or 1-colour black printed documents.

Clearance

To ensure its integrity and visibility, the logo must always be kept clear of competing text, images and graphics. It must be surrounded by clear space, a space equal to the height of the ‘o’ in the logo. The measurement of the Leatherhead Food Research logo is specified by the cap height of the ‘o’. As a good principle business logos should always be positioned top left on any media.

Minimum size

The minimum size for the logo is 5mm cap height for print and 15 pixels cap height on screen.

With Science Group

This is how the logotype should appear when used with the ‘part of science group’ descriptor. The descriptor can sit ‘half of the cap height’ away from the logotype. Please use judgement when using this lock-up.

Downloads

Leatherhead logos

Colour Palette

Primary Colour Palette

As a general rule, each operating company has a single colour which sits at the core of any design, with grey or a lighter variarion of the core colour as a secondary colour.

Leatherhead also uses the Sagentia blue as a secondary colour to allow more flexibility as its core colour is dark. In PowerPoint we have built in a broader colour palette to provide more choice for graphics and charts. However these should not be used elsewhere.

We have a colour hierarchy for usage, please refer to the colour palette PDF in the download box for further instruction.

Screen

Principle Dark Blue R0 G43 B92 #002b5c

Dark Blue Background R229 G233 B233 #e5e9ee

Text Grey R71 G71 B71 #474747

Text White R255 G255 B255 #ffffff

Print

Leatherhead Dark Blue C100 M86 Y38 K29

Leatherhead Dark Blue Pantone® 295

Text Grey C0 M0 Y0 K80

Text Light Grey C0 M0 Y0 K60

Fonts

Atlas Grotesk

Atlas Grotesk for use in marketing communication materials. Font size and colours are built into the Word and PowerPoint templates, please use this guidance wherever possible.

Arial

Arial for general use (across all applications including Word, Excel, PPT, Outlook, MindManager etc).

Notes

All typography should be set in Title or Sentence case, including headlines across brochures, adverts, PowerPoint and presentations.

Downloads

Typography Usage Guide (PDF)

Photography

Downloads

Photoshop Actions and use guide

Imagery in use guide (PDF)

Depth of field

This actually refers to a shallow area within the image that is in sharp focus, with other areas out of focus. This gives a contemporary effect with a feeling of space in the image. Type can also be placed over these areas without either looking cramped. Areas like this can also be extended using Photoshop.

Desaturated colour

Controlled colour will give a more sophisticated, higher quality impression. This can mean images that are desaturated slightly, where a more blue/grey spectrum tends to come through. A consistent approach to colour like this will also bring together imagery from a wide range of environments.

White

White is one of the key components of the Science Group visual identity, giving a sense of clarity and calm. Where possible, choose imagery where white is a strong element.

Composition

An unusual angle can be a metaphor for the way that we look at projects. Contrasting a flat area with some slight movement created by a flash blur is a good technique to look for.

Real

To demonstrate our understanding and affinity with the world of our clients, our image choices need to be as real as they can be. Choose images where people are not looking at the camera. They should be working, concentrating, interacting with colleagues.

We should be looking for…

Horizontal images are recommended
Details / Close ups
Interesting overviews of sector dynamics
Natural lighting
Lighter colour images
Interesting views of products on lighter backgrounds

Sample Galleries

Iconography

Notes

All icons should be a single outline or a filled colour with no shading and should be in a single colour. Where possible, we should use the same icon to represent a word e.g. Chemistry is a series of 3 glass mixing glasses and that should be used whenever we talk about chemistry.

We have a licence for ‘noun project’ which can be used to download icons or get ideas. If you are getting a series of icons for the same project, it is best to engage a design agency to work on these.

Line weight

Icons used on the same page should all have the same line weight.

Size

Icons should all be the same style and size on a page with the same white space around each one.

Downloads

Sample icons

In Use

Intelligence is simple

This is the core visual principle of all the Science Group companies brands. To achieve this feel in the design approach we use white space, neutral grey colours and a singular solid colour for each brand.

For imagery, we want to achieve images that can complement the visual treatment. Each image we create should reflect our brand attributes: smart, analytical, expert, collaborative and effective.

Main points

Lots of natural light
Emotive and dynamic
Parallel and perpendicular angles
Graphic
Use of few people
Out of focus/in focus of either objects or people
Overview shots
Detail shots

Print works examples

Final take away

The most important things to remember about the Science Group brand is that it is simple. Less is more, keep everything to a minimum and as much white space as possible. Photography is key. Keep the images uncluttered, with a depth of field and as white as possible.

If you have any further queries or want any specific questions answered, please call the brand guardian.

Brand Guardian

Lucy Beverley Head of Marketing Email Lucy Beverley

View Brand