Medill Logo and Branding Guidelines

Transcription

1 Medill Logo and Branding Guidelines For more information about the Medill logos, please visit our Media and Brand Assets page at For more in-depth information about the guidelines for the Northwestern brand, including the University logo, fonts, color palettes, etc please consult the full Northwestern Guidelines at

2 Medill Logo Guidelines Medill Logo System The integrity of the logo system is key to strong communications and branding. No additional logos should be created outside of those provided. HORIZONTAL BASIC HORIZONTAL SHORTHAND Use this logo in informal applications when space constraints create readability problems for secondary lines or as part of a Medill Program Horizontal shorthand logo. PROGRAM HORIZONTAL SHORTHAND

3 Medill Logo Guidelines Medill Logo System VERTICAL BASIC VERTICAL SHORTHAND Use this logo in informal applications when space constraints create readability problems for secondary lines or as part of a Medill Program Vertical shorthand logo. PROGRAM VERTICAL SHORTHAND

4 Medill Logo Guidelines Logo Color The logo can only appear in three colors combinations: Northwestern Purple/Cool Gray All white All black (when color is not an option) COLOR The color logo shown to the right is the approved combination of Northwestern Purple and Gray. BLACK All black logos should be used only when color is not an option (newspaper ads for example). WHITE Use white when the logo appears on a dark background or over an image. *FILE TYPES: Eps and jpeg files are available for all approved logos. An eps should be used when the logo needs to be scaled larger or when the logo is placed on a colored background.

5 03 Medill Logo Identity Guidelines 28 Common Mistakes It s important that we be consistent in how we present our identity. Shown here are some common misuses of our wordmarks and lockups. To avoid these, always use the provided artwork without modification. DON T stretch, condense, or change the dimensions of the identity elements. DON T alter or replace the typefaces in the identity. DON T rearrange the elements of the identity. DON T change the scale of elements in the identity. DON T apply drop shadows or other visual effects to the identity. DON T change the color of the identity elements beyond the approved colors. DON T skew or warp the identity, or set it on an angle. DON T add extra elements to the identity.

6 Medill Logo Guidelines Exclusion Zones/ Clear Space Logos require a certain amount of space to maximize their presence. No copy or graphic elements should be within the exclusion zone. Please include a generous amount of clear space around the logo. The exclusion zone is based on the width and height of the capital N. CONSTRUCTION The diagram to the right shows how our exclusion zones are constructed. Both horizontal and vertical examples are shown here, these measurements apply to all versions. Use the out most element of all logos as a starting point for the exclusion zone. Full Half Full Half Full Half Full Half PREFERRED FULL EXCLUSION ZONE (2 N) Use the full exclusion zone whenever possible. No type or graphics may appear within this zone. PREFERRED FOR SMALL APPLICATIONS HALF EXCLUSION ZONE (1 N) The half exclusion zone may be used for small applications, such as stationary or digital communications. No type or graphics may appear within this zone. Abcdef

7 Medill Color Branding Guidelines 65 ur Palette Color in Designs strength of our palette is its consistency. The strength of the color palette is ering to these color guidelines will result in consistency. Palettes have been developed n, comprehensive for Northwestern communications Purple, along that with are antly recognizable acceptable as tints Northwestern s. and shades of the purple ard that shown end, palettes to the right. have been developed loading and use in a variety of software grams. Northwestern In certain instances, Purple, another built using color the beyond ulations Northwestern listed here, is Purple preloaded will need into to the be used. tte, along To the with right all the are values some colors for tints from and the des. secondary palette. They should be used rarely and sparingly and should not be the itionally, the values for Rich Black, a predominant color. htly warmer black, have been loaded as l. The tints of this color, however, can be Orange can be used for Undergraduate trolled using the Tint slider available in most Journalism (BSJ). Green can be used for fessional design programs. Graduate Journalism (MSJ). Blue can be E: Rich used Black for and Integrated its tints should Marketing be used as placement Communications for process black (IMC). in all instances ept body text. When setting text at sizes ller than 12 points, process black and its s should be used. Northwestern Purple C 82 R M 98 G Y 00 B K 12 Purple 90 C 74 R 091 M 88 G 059 Y 00 B 140 K 11 Purple 60 C 49 R 131 M 59 G 110 Y 00 B 170 K 07 Purple 30 C 25 R 182 M 29 G 172 Y 00 B 209 K 04 Purple 160 C 87 R 029 M 99 G 002 Y 30 B 053 K 65 Purple 80 C 66 R 104 M 78 G 076 Y 00 B 150 K 10 Purple 50 C 41 R 147 M 49 G 128 Y 00 B 182 K 06 Purple 20 C 16 R 204 M 20 G 196 Y 00 B 223 K 02 Purple 150 C 87 R 038 M 99 G 008 Y 25 B 065 K 56 Purple 70 C 57 R 118 M 69 G 093 Y 00 B 160 K 08 Purple 40 C 33 R 164 M 39 G 149 Y 00 B 195 K 05 Purple 10 C 08 R 228 M 10 G 224 Y 00 B 238 K 01 Purple 140 C 86 R 048 M 98 G 016 Y 20 B 078 K 47 Purple 130* C 85 R 056 M 98 G 023 Y 15 B 090 K 38 Purple 120 C 82 R 064 M 98 G 031 Y 10 B 104 K 30 Purple 110 C 83 R 072 M 98 G 036 Y 05 B 118 K 21 PMS 7571 Rich C 00 Black R 202 M C R G 0124 M Y G B K 21 Y 50 B 0 K 100 PMS 314 C 86 R M 39 G 127 Y 23 B 164 K PMS 7725 C 8087 R M 24 G 134 Y 83 B 086 K darker tint, *ADDITIONAL Northwestern Purple BRAND 130, COLORS: Additional tints of Northwestern Purple and Secondary Colors may be used roximates as the part Athletics of an overall Purple design developed (but not for the logo). For more information on colors see approved brand colors at onjunction with Under Armour.

8 Medill Color Branding Guidelines 70 ge Usage of Color in Designs st uses for colors of the secondary are for items that require Although we have a new color palette based ntiation, for example, within charts and on Northwestern Purple, the predominant, or for updates or callout buttons in color in most layouts should be white. With applications. plenty of white space, our communications gram to feel the clean right and shows modern. the ratio Don t in rush to fill secondary white colors space. should be used within rall layout. Use the diagram here as a guide when balancing the ratio of white space, Northwestern Purple, and the rest of the palette in your designs. 75% White 15% Northwestern Purple 1% Secondary Color Palette 5% Purple Tints & Shades 2% Black 2% Black Tints

9 06 Medill Branding Typography Guidelines 71 Typography Overview When it s used thoughtfully, typography The becomes typefaces a powerful to the brand right are tool the that official can University add visual meaning typefaces Campton, to what s being Periódico said. Display, Northwestern s Periódico typography Text and Akkurat communicates Pro. clearly and cleanly, and is suitable for a wide For range more of situations. information on how to use these fonts appropriately please see the full Flexibility comes from using a variety of type guidelines or contact Sheila Caswell at families that bring different strengths and sheila.caswell@northwestern.edu in personalities, depending on how they are used. Medill marketing. Our University typefaces Campton, Periódico Display, Periódico Text, and Akkurat Pro have been selected because of their structure and relationship to one another, as well as their legibility at a variety of sizes. Our brand fonts are unique and embody the essence of our communications goals. We have purchased the rights to use them for University purposes on the web and in print. Global Marketing works with communications leaders in each school and unit to ensure that the graphic design staff have access to these fonts. Campton SemiBold Bold ExtraBold Black Thin ExtraLight Light Book Medium Periódico Display Medium SemiBold Bold Black Thin UltraLight ExtraLight Light Regular UltraBlack Periódico Text Light Regular Medium SemiBold Bold Akkurat Pro Light Regular Bold