Graphic Identity Standards Guide

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1 Graphic Identity Standards Guide MARCH 2014 EDITION

2 Date of Issue: PHase 2, March 2014 This guide is a publication of The office of Communications, Marketing and Brand Management, The College of New Jersey All rights reserved The College of New Jersey

3 CONTENTS 2 Visual Identity Policy 3 Contacts 4 The College Seal 6 The College Logotype 7 Guidelines 7 Color Use 8 Unacceptable Treatments 9 Margins 11 Scale 12 The College Wordmark 13 Our Identity in Use 13 Stationery 14 Alternative Applications 16 Typography 18 Color Palette 20 Athletic Mark

4 Visual Identity Policy This graphic identity guide provides specific guidelines and standards to The College of New Jersey community for the implementation of TCNJ s visual identity system in all forms of college communication. These guidelines have been developed by the Office of Communications, Marketing and Brand Management under the authority of the Board of Trustees. This document focuses on the visual aspects of our brand identity, including how to appropriately use identification marks, typefaces, and a color palette. This information is to be applied to all communications and marketing that represents the College overall. Understanding and adhering to these standards is the responsibility of the department, school or other entity of the College that creates or orders materials that incorporate TCNJ identity. Questions about brand compliance should be directed to the Associate Vice President for Communications, Marketing and Brand Management. Non-compliant materials will be taken out of circulation immediately. 2 The College of NEw JErsey Graphic Identity Standards Guide

5 Contacts for Advice, Approvals and Graphics Office of Communications, Marketing and Brand Management The College of New Jersey Green Hall 218 Contact: The Office of Communications, Marketing and Brand Management, part of the Division of College Advancement, is responsible for maintaining the College s visual identity system and branded communications. Please contact us about: questions regarding the use of the visual identity system requests to create visual identity graphics questions about the contents of these guidelines The department also regulates the use of the College s name and identifying marks, including: use of the official college seal use of college trademarks on merchandise (including the College name, logos, inter-collegiate and athletic marks) by all units use of college trademarks by student groups use of college trademarks by non-college entities Students and Student Groups Individual students are not permitted to use the College s mark. Student groups may use the TCNJ graphic identity system, provided they use the guidelines in this manual. For example, the marks require a certain amount of space around them, cannot be altered in any way and cannot be paired with other graphic elements. Use of the visual identity system, including the College marks and taglines on commercial goods, promotional giveaways and other specialty items such as mugs, t-shirts, etc., is permitted for student groups with approval by the appropriate office. Contacts: Student groups Cecilia (Ceil) O Callaghan, Assistant Vice President, Student Affairs Athletics Senior Associate Director of Athletics The College of NEw JErsey Graphic Identity Standards Guide 3

6 The College Seal The official College seal is reserved for formal use, primarily by the Office of the President, the Board of Trustees and members of the cabinet. It appears on official college documents such as diplomas and contracts. The official seal is a stand-alone mark, which may not be combined with other visual elements such as the College logotype. Prior approval must be obtained to use the seal. Components Full Seal Center Shield The central element of the seal is our shield containing the primary symbols for the College. This shield, when combined with the College wordmark, forms the College logotype. Variations Formal Informal A solid blue ring surrounds the formal seal within which appears the full spelling of the College name. 4 The College of NEw JErsey Graphic Identity Standards Guide

7 The College Seal cont. Explanation of Symbols The formal seal honors our history. It includes contemporary renderings of symbols that originally appeared in earlier versions of our visual identity. A lion, which has been a symbol of the school since the early 1900s, stands atop the center shield. The two opened books represent the Liberal Arts and the professions, each taught with equal depths of quality at TCNJ. The sun represents the light of knowledge and its rendering style mimics that of the shapes used in the sculpture outside of the Education Building. The three stars represent the state of New Jersey, the third state to join the Union. The College of NEw JErsey Graphic Identity Standards Guide 5

8 The College LOGOTYPE The combination of the shield with our wordmark creates the College logotype. It is the primary element in the College s visual identity system and would be what most would commonly refer to as our logo. The following logotype arrangements are the only acceptable versions of the shield combined with the wordmark. The logotype must appear on all official communications and may not be modified in any way. Nested Version Vertical Version Horizontal Versions 6 The College of NEw JErsey Graphic Identity Standards Guide

9 Guidelines Color Use Single Color Two Colors Reversed examples on solid background The College of NEw JErsey Graphic Identity Standards Guide 7

10 Guidelines Unacceptable Treatments Do not distort the logotype proportions. Do not rearrange elements of the logotype. Do not realign elements of the logotype. Do not use gold for any of the type in the full logotype. 8 The College of NEw JErsey Graphic Identity Standards Guide

11 Guidelines Margins To maintain clarity and to ensure that other graphic elements do not compete visually with the logotype, specific minimum margin space must surround the art. This minimum distance, shown as X below, is the margin space to use when placing the wordmark next to type, graphics or the edges of any digital or printed publications. Horizontal version margin guidelines X X X X Distance X equals the height of the full college name plus the space under the initials and above the full name. The College of NEw JErsey Graphic Identity Standards Guide 9

12 Guidelines Margins Cont. To maintain clarity and to ensure that other graphic elements do not compete visually with the logotype, specific minimum margin space must surround the art. This minimum distance, shown as X below, is the margin space to use when placing the wordmark next to type, graphics or the edges of any digital or printed publications. Nested version margin guidelines X X X Distance X equals the height of the full college name. Vertical version margin guidelines X X X Distance X equals the height of the full college name. 10 The College of NEw JErsey Graphic Identity Standards Guide

13 Guidelines Scale Below are three examples of the logotype in various sizes for comparison. To maintain clarity, the logotype should not be reduced below 1/2-inch in height. 1 inch 3/4 inch 1/2 inch Note Should the need arise for a version of the wordmark that must be smaller than above guidelines, please contact the Office of Communications, Marketing and Brand Management for custom variations. The College of NEw JErsey Graphic Identity Standards Guide 11

14 The College Wordmark An important aspect of our visual identity is the consistent presentation of both our initials and the full spelling of our name. It is an acceptable substitute for the logotype on official publications where size or space is a consideration. Blue and black versions are available. Square Wordmark: Single Color Horizontal Wordmarks: Single Color Square Wordmark: Reversed Example Horizontal Wordmark: Reversed Examples 12 The College of NEw JErsey Graphic Identity Standards Guide

15 Our Identity In USe Stationery School of Nursing, Health, and Exercise Science Jane Doe 3 Title 2000 Pennington Road Ewing, NJ January 1, 2013 Dear John Smith, Welcome to The College of New Jersey. The College of New Jersey (TCNJ) is a highly selective institution that has earned national recognition for its commitment to excellence. In facilisis, velit in laoreet auctor, elit odio ullamcorper tellus, vitae rutrum velit ante ut massa. Vivamus ultricies enim nisi, in semper dolor mattis ac. Nulla posuere nulla sodales, pellentesque urna sed, commodo nibh. Sed est est, suscipit ac varius at, vehicula sit amet velit. Integer faucibus, ligula in fringilla commodo, dui est sollicitudin nibh, quis iaculis purus purus id purus. Sed ullamcorper sit amet nisl vel consectetur. Fusce in lacinia purus. Nulla euismod nibh dolor, eget tincidunt dolor ultrices ac. Phasellus est erat, volutpat a libero quis, volutpat convallis turpis. Aenean feugiat commodo ante, vitae aliquam mauris eleifend eget. Phasellus at nibh a enim consectetur vestibulum sit amet ac velit. Proin fermentum pharetra dignissim. Duis ac nunc sagittis erat consequat interdum. Integer congue tortor eu sapien tempus, sagittis consectetur nunc euismod. Integer consequat tincidunt justo, at tristique sapien auctor a. Sed viverra magna diam, non pharetra lacus tempor id. Aliquam mattis sapien sed enim porttitor, et consequat odio fermentum. Posuere nulla sodales, pellentesque urna sed, commodo nibh. Sed est est, suscipit ac varius at, vehicula sit amet velit. Integer faucibus, ligula in fringilla commodo, dui est sollicitudin nibh, quis iaculis purus purus id purus. Sed ullamcorper sit amet nisl vel consectetur. Fusce in lacinia purus. Aenean feugiat commodo ante, vitae aliquam mauris eleifend eget. Phasellus at nibh a enim consectetur vestibulum sit amet ac velit. Proin fermentum pharetra dignissim. Duis ac nunc sagittis erat consequat interdum. Aenean feugiat commodo ante, vitae aliquam mauris eleifend eget. Phasellus at nibh a enim consectetur vestibulum sit amet ac velit. Proin fermentum pharetra dignissim. Duis ac nunc sagittis erat consequat interdum. Sed ullamcorper sit amet nisl vel consectetur. Fusce in lacinia purus. Sincerely, PO Box 7718 Ewing, NJ fax: and Brand Management Emily W. Dodd Communications Officer for Media Relations and Marketing Office of Communications, Marketing, School of Nursing, Health, and Exercise Science PO Box 7718 Ewing, NJ PO Box 7718 Ewing, NJ fax: The College of NEw JErsey Graphic Identity Standards Guide 13

16 Our Identity in use Alternative Applications The following examples show the wordmark used in standup banners. 14 The College of NEw JErsey Graphic Identity Standards Guide

17 School of Engineering School of Nursing, Health, & Exercise Science The College of NEw JErsey Graphic Identity Standards Guide 15

18 Typography The typefaces used in our visual identity are to be used in major publications and marketing materials. Univers LT. Std 59 Ultra Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Use for title page headlines and minor subject headlines. Univers LT. Std 47 Light Condensed ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Adobe Garamond Pro Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Use for all body copy as well as large, visually dynamic quotes or introductory copy. Adobe Garamond Pro Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Use for athletic sports titles paired with the athletic mark. 16 The College of NEw JErsey Graphic Identity Standards Guide

19 Typography Cont. The typefaces below are appropriate substitutes for informal documents only to be used if the wordmark typefaces shown on page 16 are not available. Tahoma ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Alternative typeface for title page headlines and minor subject headlines. Tahoma ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Palatino Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Alternative typeface for all body copy as well as large, visually dynamic quotes or introductory copy. Palatino Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Impact Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz The font used in the athletic logo is Collosalis, however Impact shown to the left is an appropriate alternate for use on athletic wear and other athletic mediums. The College of NEw JErsey Graphic Identity Standards Guide 17

20 Color Palette Primary These official colors establish brand identity in all communications. Official Collegiate Colors TCNJ Official Blue TCNJ Official Gold C: 100 M: 75 Y: 15 K: 30 R: 41 G: 63 B: 111 C: 0 M: 20 Y: 100 K: 20 R: 166 G: 122 B: 0 hex: 293F6F PMS 534 C (coated) PMS 2757 U (uncoated) hex: a67a00 PMS 132 C PMS 117 U (uncoated) Official Athletics Colors TCNJ Athletics Blue TCNJ Athletics Gold C: 98 M: 77 Y: 25 K: 10 R: 24 G: 74 B: 125 C: 0 M: 27 Y: 100 K: 0 R: 254 G: 190 B: 16 hex: 154A7C PMS 647 C (coated) PMS 295 U (uncoated) hex: FCBC15 PMS 7409 C (coated) PMS 7406 U (uncoated) 18 The College of NEw JErsey Graphic Identity Standards Guide

21 Color Palette Secondary This palette is reserved for Admissions materials only. Supporting Accent Colors Blue C: 100 M: 0 Y: 0 K: 0 R: 0 G: 174 B: 239 C: 0 R: 241 M: 82 G: 86 Y: 100 B: 35 K: 0 hex: F15623 PMS 1665 C C: 0 R: 248 M: 47 G: 153 Y: 100 B: 29 K: 0 hex: F8991D PMS 1375 C C: 20 R: 191 M: 100 G: 34 Y: 100 B: 40 K: 5 hex: bf2228 PMS 1797 C hex: 00aeef Pantone Process Cyan C Yellow C: 66 M: 31 Y: 0 K: 14 R: 74 G: 133 B: 185 C: 53 M: 100 Y: 20 K: 5 R: 136 G: 37 B: 117 C: 98 M: 100 Y: 0 K: 0 R: 41 G: 63 B: 111 hex: 4A85B9 PMS 646 C hex: PMS 512 C hex: PMS 2746 C C: 0 R: 255 M: 0 G: 242 Y: 100 B: 0 K: 0 hex: FFF200 Pantone Process Yellow C C: 39 M: 0 Y: 92 K: 0 R: 168 G: 207 B: 72 C: 78 M: 21 Y: 43 K: 0 R: 43 G: 155 B: 153 hex: A8CF48 PMS 374 C hex: 2B9B99 PMS 7473 C The College of NEw JErsey Graphic Identity Standards Guide 19

22 Athletic Mark Primary Athletic marks are to be used by the Department of Athletics only, and adhering to them is the responsibility of that department. For game uniforms, if an athletic logo is utilized, it must be the primary athletic logo. Alternate logos may be used only for non-official uniform apparel. Non-compliant articles will be taken out of circulation immediately. Questions about athletics brand complicance should be directed to the Associate Vice President for Communications, Marketing and Brand Management. Athletic mark with full college name Athletic mark with college initials Athletic mark with full college name and with name of sport Athletic mark with college initials and with name of sport Black and white athletic mark with full college name Black and white athletic mark with college initials 20 The College of NEw JErsey Graphic Identity Standards Guide

23 Athletic Mark Scale Guidelines Below are two examples of each athletic mark version in various sizes for comparison. To maintain clarity, follow the minimum size guidelines below. Full college name athletic mark Full college name athletic mark with sports name 3/4 inch 1 inch Initials athletic mark Initials athletic mark with sports name 3/4 inch 1 inch Note Should the need arise to use a version of the athletic mark that must be smaller than above guidelines, please contact The Office of Communications, Marketing and Brand Management. The College of NEw JErsey Graphic Identity Standards Guide 21

24 SOCCER Athletic Mark Alternatives The alternate logo below may be used only for non-official uniform apparel. Non-compliant articles will be taken out of circulation immediately. Questions about athletics brand complicance for these alternatives should be directed to the Senior Associate Director of Athletics. TCNJ 22 The College of NEw JErsey Graphic Identity Standards Guide

25 the college Of NEW JERSEY the college Of NEW JERSEY the college Of NEW JERSEY the college Of NEW JERSEY The College of NEw JErsey Graphic Identity Standards Guide 23

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