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1 CONTENTS Colors Typography Logos Photography Letterhead

2 brand Standards Colors Primary Color Our primary color is green, Pantone 356. Green symbolizes growth, harmony, hope, healing, life, peace, safety and stability. Green is also the most restful color to the human eye. PMS 356 CMYK RGB HEX 007A3B Tints of this green may be used as accents. 80% 60% 40% 20% Secondary Color White is our secondary color. White sybolizes cleanliness, goodness, holiness, innocence, light and purity. White Accent Colors Gray and black are accent colors which may be used occasionally with restraint. Gray is preferred over black. Gray Black Incorrect Colors Commonly misused colors are Pantone 349, dark forest green, neon green, maroon and red. Also, the overuse of black and gray is discouraged. Forest Green Neon Green Maroon

3 typography primary font Minion Pro is our brand s primary font. It has a refined, classic form. Minion Pro Bold Minion Pro Semibold Minion Pro Meduim Minion Pro Regular SECONDARY FONT Open Sans is our secondary font. It is a clean, modern, sans-serif font. It is an open source font which you can find online and download for free. Open Sans Extrabold Open Sans Bold Open Sans Semibold Open Sans Regular Open Sans Light ALTERNATE FONTS For most text on clothing, a classic collegiate block font may be used. We often use a free font called Superstar M54. You may also use paid fonts like Undergrad and Yearbook. Arvil has a contemporary, artistic tone. It is used primarily on clothing and materials promoting the social and fun aspect of the school and is geared toward students. Superstar Arvil These are additional fonts for use in s, letters, memos, and documents. SERIF Times Times New Roman Palatino Book Antiqua SANS SERIF Lucida Grande Lucida Sans Unicode Calibri Arial

4 primary logo PRIMARY LOGO This is our primary logo. There is a vertical and a horizontal version, as well as a white version of both. On light backgrounds, the green logo should be used. NOTE: In both versions the windows of the tower are dark. If the windows appear light, the logo has been inverted. White Logo The white, one-color logo should be used on dark backgrounds. BLACK LOGO The logo may be rendered in black for black and white publications. SUB-BRANDS When appropriate, offices and services within the university may use a sub-brand. Office of the Registrar Admissions

5 Primary Logo logo clear zones In order to preserve the logo s clarity, cleanliness and visual impact, a clear zone around the logo must be maintained. No other graphic elements or text are to be placed within the clear zone. For both the vertical and horizontal versions of the logo, the clear zone is determined by half of the height of the box surrounding the tower (indicated by a ). NOTE: The bulge of the spire is to be treated as the top edge of the logo.

6 primary logo Incorrect usage 1 2 There are many ways to incorrectly modify the logo. Here are the most common improper uses. 1. Do not stretch, compress or skew the logo. 2. Do not change the colors of the logo. 3. Do not invert or recolor the logo. 4. Do not use the green logo on dark backgrounds. The green logo is only to be used on white. Likewise, do not use the white version on light backgrounds. 5. Do not create your own sub-brands. Individual office sub-brands are issued by the Office of Communications. 6. Do not place text, objects or photography within the logo s clear zone. 7. Do not use the wordmark separate from the logo. 8. Do not reposition the logo in relationship to the wordmark. 9. Do not rotate or tilt the logo. 10. Do not use outdated versions of the logo. 3 5 Admissions 4 6 This text is too close to the logo

7 Athletics logo Primary athletics Logo This is our primary athletics logo. On a white background the colors green and black are printed. Secondary athletics logo This is our secondary athletics logo. White Logo The white, one-color logo is preferred for dark backgrounds. Black The logo may be rendered in black for black and white publications. sub-brands Sub-brands combine our primary athletics logo with a specific sport name (in Open Sans Extrabold Italic font). There is a vertical and horizontal version. football

8 athletics Logo logo clear zones In order to preserve the athletics logos clarity, cleanliness and visual impact, a clear zone around the logos must be maintained. No other graphic elements or text are to be placed within the clear zone. For the primary athletics logo, the clear space is determined by the end of the S in the logo (indicated by a ). For the secondary athletics logo, the clear space is determined by the height of the text SOUTHERN VIRGINIA (indicated by b ). NOTE: Text for sub-brands is to be placed directly under the clear zone of the primary logo for the vertical sub-brand, or directly beside the right clear zone for the horizontal sub-brand. No subbranding exists or should be used with the secondary athletics logo.

9 Southern Virginia University Athletics logo on white When the athletics logo is on a white background, it is preferred to print the colors green and black. An all-green version may be used to save on printing costs. on green When printed on a green background, the all-white version of the logo is preferred (since it creates a positive-space logo). The colors white and black may also be printed to create the three-color version of the logo. on gray or black When printed on a gray or black background, the all-white version of the logo is preferred (since darker backgrounds tend to wash-out the outer black edge of the logo, thus distorting its overall shape). The colors green, white and black may also be printed to create the three-color version of the logo.

10 Athletics logo Incorrect usage 1 2 There are many ways to incorrectly modify the logo. Here are the most common improper uses. 1. Do not stretch, compress or skew the logo. 2. Do not change the colors of the logo. 3. Do not invert the outlines, switching the black and the white. 4. Do not use the green logo on dark backgrounds. The green logo is only to be used on white. Likewise, do not use the white version on light backgrounds. 5. Do not use different fonts for subbrands. The only font approved for sub-brands is Open Sans Extrabold Italic. 6. Do not place text, objects or photography on top of the logo. 7. Do not add elements around the logo or invade the logo s clear zone. 8. Do not use separate parts of the logo. Follow the guidelines for which elements to print depending on the background color. 9. Do not rotate or tilt the logo. 10. Do not use outdated versions of the logo BASEBALL Southern virginia University 9 10

11 Academic seal Like fine china, the academic seal is used primarily for formal academic purposes. The seal may also be used on clothing or other selected items with express permission from the Office of Communications. The seal should be rendered in white for use on dark backgrounds. The seal may be rendered in black for black and white publications.

12 Southern Virginia University photography Our photography should communicate our key messages. To best illustrate those messages, the photography should be: Authentic Energetic Positive Professional

13 letterhead When writing letters, set the page margins to one inch. Make sure to allow enough space for the primary logo at the top of the page. 1 inch 1 inch 1 inch Office of Admissions 1.5 inches One University Hill Drive, Buena Vista, Virginia p: f: e: Date Name of Recipient Title of Recipient Name of Company Street Address City, State Zip Code Salutation, Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris nunc augue, pharetra a malesuada non, sollicitudin dapibus nisi. Suspendisse potenti. Donec eget orci sed sapien laoreet consequat non sit amet libero. Sed mauris tortor, volutpat non facilisis vel, pulvinar sit amet odio. Phasellus porttitor rutrum est vitae cursus. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Morbi a enim enim, vitae porttitor est. Curabitur rhoncus urna nec urna condimentum facilisis. Cras placerat, metus id scelerisque dictum, justo ante euismod ante, sit amet adipiscing diam magna id nisi. Donec viverra faucibus magna, aliquam faucibus velit scelerisque sit amet. Praesent commodo congue mauris, ut tempus urna sagittis vitae. Aliquam erat volutpat. Sed pharetra tortor convallis est aliquet et commodo magna tincidunt. Complimentary close, Typed Signature Title

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