exploring the universe with the world’s largest radio ... · exploring the universe with the...

The Square Kilometre Array – Brand GuidelinesExploring 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 1

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?

[ Are we alone in the Universe?

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 non-astronomers.

03 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 04

Brand StrategyThe 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.

Dimensional usageOur logo is the most important asset to our brand image. Its usage should be clear, concise and never cluttered by surrounding imagery.

The logo should never be changed or altered in any form. It should not be recreated, scanned or reproduced unless we grant permission otherwise.

Exclusion ZoneThis 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.

Size & ScaleThe 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.

X use on colour block

X use against photo

X rotate the logo

X change logo elements

X recolour the logo

X stretch the logo 35mm


Master Logo: full colour

Single Colour Logo: greyscale

Colour usageThe logo has been designed for consistent colour reproduction. The logo is best reproduced out of industry standard Pantone Matching System inks.

The primary colours are:

Process Cyan

C100 M0 Y0 K0, R0 G174 B239

Pantone Reflex Blue

C100 M73 Y0 K2, R0 G84 B164

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.

SQUARE KILOMETRE ARRAY

05 The Square Kilometre Array - Brand guidelines

Alternative logo useA 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.


Exclusion ZoneThis 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.


TypographyThe 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.

Foundry Monoline Bold - Used for main headings and key messages

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890?&$£!%/.,()@

Foundry Monoline Medium - Used for sub-headings


Foundry Monoline Regular - Used for body text


Arial Bold - Used for online headline text


Arial Regular - Used for online body text


SQUARE KILOMETRE ARRAY

WWW.SKATELESCOPE.ORG

X recolour the logo

X remove gradient

X stretch the logo

X remove elements

X change gradient

X change elements

The Spiral Array GraphicThe spiral graphic device already created has been redesigned for our latest communications.

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 and DiagramsGraphs, 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.

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.


190 180

V (MHz)

170 160

2.14

0.744

-0.652

-2.05

-3.44

20

10

0

-10

-20

0 (

AR

CM

IN)

xHI

=0.79

xHI

=0.42

xHI

=0.61

xHI

=0.20


ImageryImagery is an important element in our communications, please ensure that specified imagery is relevant to the subject matter and content.


Applying the Brand


Stationery Visual identity, letterhead, compliment slip and double sided business card.


SKA Program Development OfficeJodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing BuildingThe University of Manchester | Oxford Road | Manchester M13 9PL | UK Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 | www.skatelescope.org

SKA Program Development OfficeJodrell Bank Centre for Astrophysics | Rm 3.136 | Alan Turing BuildingThe University of Manchester | Oxford Road | Manchester M13 9PL | UK Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049 | www.skatelescope.org

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

Johanna BowlerOutreach Officer

Tel: +44 (0) 161 275 4130 | Fax: +44 (0) 161 275 4049

Email: [email protected] | Web: www.skatelescope.org

Letterhead 210 x 297mmCompliment Slip 210 x 99mm Double Sided Business Card 90x55mm

PostersSKA 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.


Credit: Swinburne, NRAO, STSci, POSS-II, HST, MERLIN, W. Reich, MPIfR, M.Kramer, WMAP, NASA, Kassim, NRL

The Square Kilometre ArrayExploring the Universe with the world’s largest radio telescope

Exploring the Universe with the world’s

largest radio telescope

The SquareKilometre Array

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

Examples of poster shown A1 Landscape (left) and A3 Portrait (above)

Leaflets 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.


Flexible design to enable exploration of the unknownWhile 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 ScienceThe 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:

f Extreme tests of general relativity with pulsars and black holesFor 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.

f Probing the Dark Ages - the first black holes and starsThe 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.

f The origin and evolution of cosmic magnetismElectromagnetism 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.

f Galaxy evolution, cosmology and dark energyThe 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.

f The Cradle of life - searching for life and planetsLife 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.

DARK ENERGY ………………………………………………………………… 73%COLD DARK MATTER ……………………………………………………… 23%NORMAL MATTER …………………………………………………………… 04%


The GoalIn 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 TelescopeThe many dishes and aperture arrays of the SKA will link together

to provide a collecting area of around one square kilometre. The

SKA will be 50 times more sensitive than any other radio telescope

and will survey the sky at least 10 000 times faster than the best

current-day telescopes. The SKA will be an aperture synthesis

instrument. Signals from separated antennas will be combined

mathematically via fast data links to a central supercomputer,

providing an angular resolution equivalent to that of a telescope

with a diameter of more than 3000 km.

In order to achieve both high brightness sensitivity and high

resolution images of the radio sky, the elements of the SKA will

be distributed in three groups within a central core. Groups

of receiving elements will also be positioned along spiral arms

extending up to 3000 km from the central core. The core antennas

will act as a radio wide-angle lens that can monitor the sky

constantly while more conventional radio dishes operate as a

radio camera (comparable to an optical CCD camera) to provide

high quality images. The signals from the receiving elements will be

transported back to a central processing engine where the data will

be manipulated to form images and time series, and to combat the

effects of radio frequency interference (RFI) signals.

MID FREQUENCY APERTURE

ARRAYS

LOW FREQUENCY APERTURE

ARRAYS

DISHES

5KM

Produced by the SKA Program Development Office - Revised March 2011

The TechnologyRadio astronomy has produced some of the greatest insights of the 20th century. Central to these discoveries have been

innovations in technology pushing the observational frontiers of sensitivity and spatial, temporal and spectral resolution. One

such innovation - radio interferometry - was awarded a Nobel Prize for Physics. The SKA will carry on this tradition of innovation

by combining fundamental developments in radio frequency technology, information technology and high-performance computing.

The SKA demands new approaches in radio telescope design. The path to the SKA involves producing inexpensive, reliable

antennas employing commodity technologies and incorporating programmable signal processing engines, or even general purpose

computers, within the instrument’s signal path. Pushing the instrument in the direction of a software telescope allows designers

to take advantage of Moore’s law for digital hardware - processing power doubles every 18 months.

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. New technologies, manufacturing processes, and progress

in fundamental engineering science, are all required. These breakthroughs can only happen with the collaboration of industrial

partners offering expertise in fields such as information and communication technology, high performance computing, and mass

production techniques.

TimelineConstruction 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.

Precursors, Pathfinders & Design StudiesThe 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.

[ 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)

Australia

South Africa



Corporate BrochureThis is a typical SKA brochure treatment. This example shown is in landscape format, however, the system is flexible in terms of format.

THE SQUARE KILOMETRE ARRAY 05

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.

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.

The SKA ProgramThe 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

– 2008-12

SYSTEM DESIGN AND COSTING

– 2006

SHORTLISTING OF SUITABLE SITES

– 1991

SKA CONCEPT

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.



Pop-up BannersSKA 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.

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.



Exhibition StandAn 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.





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.


Powerpoint presentationsPresentation 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.

Internal Headline HereSubheader position here Cuperfece patimium henessenti Paredetrum praedetis cam nos contessimis etasen Catiu virtusc Ifecon auteriam ortem quam nos conir que inum recibus horumasen patatqu.• 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


Presentation Headline HereSubheader 00.00.11

21 The Square Kilometre Array - Brand guidelines © 2011 Carbon Creative Ltd - All rights reserved www.carboncreative.net 22

ContactsJohanna BowlerOutreach Officer

Square Kilometre ArrayProgram Development OfficeJodrell Bank Centre for Astrophysics3rd Floor, Alan Turing BuildingOxford Rd, The University of ManchesterManchester M13 9PL, UK

Tel: +44 (0) 161 275 4130Fax: +44 (0) 161 275 4049Email: [email protected]: www.skatelescope.org

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