BRAND LOGO USAGE GUIDELINES SEPTEMBER 2002

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1 SEPTEMBER 2002 BRAND LOGO USAGE GUIDELINES This document is subject to periodic revision. Please check with the NKU marketing department to make sure you have the most recent copy.

2 BRAND LOGO INTRODUCTION The NKU brand logo is a marketing communication property owned by Northern Kentucky University. To strengthen NKU s presence in the market place, every effort must be made to unify our marketing communications so that every impression we make, electronically or in print, provides as much emphasis on the NKU brand name as possible. The NKU logo design system has been created using customized lettering (logotype) and a contemporary interpretation of the flame used in the university s original logo design. The visual strength of the logotype is the most memorable aspect of the NKU logo. The flame is a graphic accent that helps add uniqueness to the NKU identity. These elements should NEVER be used as separate design elements. To do so, would dilute the strength of the NKU brand image in the market place. For strict control of the NKU brand logo system, always provide and utilize a non-distorted, digital file of the NKU brand logo from the digital master provided with this system. 2

3 ACCEPTABLE LOGO VARIANTS & USAGE GUIDELINES CORE LOGO A Consistency is one of the most important aspects of brand image maintenance. The NKU logo variations shown on this page are the only acceptable variations for use in all communications. CORE LOGO A AND B CORE LOGO B To provide flexibility to designers dealing with a multitude of potential applications environments, two acceptable Core Logo variations have been provided as part of the NKU Brand Logo Usage Guidelines. It is imperative that in most communications, the logo bearing the full name of the college appear in at least one location. VARIANT A VARIANT A For some applications, it is acceptable to use an Abbreviated Variant of the NKU Logotype and Flame, without the Northern Kentucky University text. The NKU identity system has two such variations. For most applications on light or dark colored fields, the Abbreviated Variant A (logotype-only) should be utilized. For dark colored fields, it is acceptable to reverse the logo, (change the letterforms to white and leave the flame yellow). VARIANT B VARIANT B For instances where the logotype may be used on a highly textured or patterned field, Abbreviated Variant B (logotype within the black circle) can be used to maintain the integrity and legibility of the NKU logotype. Abbreviated Variant B should be used on a limited basis only. Overuse of this variation, especially in stand-alone applications will dilute the integrity of the NKU brand image. 3

4 LOGO GRID RELATIONSHIPS CORE LOGO A The NKU logo design system is based on a rigid adherence to grid relationships. The smallest grid unit upon which other relationships are based can be found in the letter N of the NKU logotype, which is three grid units wide. = ONE GRID UNIT CORE LOGO B Gray areas indicate non-interference zone. When using the NKU logo in various applications and on multiple background environments, care must be taken to ensure that no other text or graphic element be placed too closely to the logo and thereby interfere with its visual impact. The minimum space that should be maintained is referred to as a Non-Interference Zone. VARIANT A VARIANT B 4

5 COLOR USAGE GUIDELINES NKU spot colors for coated papers PMS 129 C PMS PROCESS BLACK C Pantone (PMS) colors are the industry standard for color matching. The official colors of NKU are PMS 129 C and PMS Process Black C. When specifying materials, printing inks, or other color applications for official NKU materials, use the Pantone reference number. Whenever possible, NKU printed materials should be executed on bright white coated paper stocks. This is the best way to ensure the integrity of PMS 129 C. If you cannot print on coated papers, see below. NKU spot colors for uncoated papers PMS 114 U PMS PROCESS BLACK U UNCOATED PAPERS PMS 114 U can be substituted for PMS 129 C in marketing communications that require uncoated printing papers. Uncoated printing papers can dramatically change the integrity of PMS colors. PMS 114 U used on a bright white, uncoated paper creates an acceptable match to PMS 129 C in most instances. It is a common practice to pre-test stocks and inks to ensure acceptable color matches before executing an entire print run. NKU Yellow four color process (CMYK) match PMS 129 C = C CYAN 0% M MAGENTA 16% Y YELLOW 77% K BLACK 0% COLOR EXECUTIONS Occasionally, in offset printed materials, the official NKU Yellow must be built from standard four color process pallet. Fortunately, PMS 129 C is acceptably accurate when created using the formula shown in the chart to the left. Whenever possible, it is preferable to use the actual PMS ink (PMS 129 C) as a spot color. NKU secondary colors PMS WARM GRAY 8 C = C CYAN 0% M MAGENTA 9% Y YELLOW 16% K BLACK 43% SECONDARY ACCENT COLORS PMS Warm Gray 8 C can be used in marketing communications to provide additional visual emphasis. In some cases, PMS 8003 Metallic C can also be substituted for PMS Warm Gray C. (PMS 8003 not shown) * Due to the printing technique used for this manual, the colors shown here may not be accurate interpretations of the PMS colors and process matches. Please refer to the Pantone Matching System for accuracy. 5

6 COLOR USAGE GUIDELINES (continued) COLOR USAGE The preferred use of the NKU brand logo in most applications is in two colors using PMS 129 C with solid black typography. On dark colored fields, it is acceptable to reverse the letterforms to white; the NKU flame should always be specified as PMS 129 C. LIMITED COLOR APPLICATIONS Occasionally, the logo will need to be reproduced in limited color applications such as newspaper and trade journal ads, flyers, etc. Whenever possible, always specify black for single color applications. NEVER specify any tint of black (or any other color) for use within the NKU flame. Color usage footnotes: Color is one of the easiest ways for NKU to maintain a consistent, professional brand image, and it is important to follow these guidelines whenever possible. If you have a specific question which this manual does not answer, please request help from the Marketing Department, or contact Strata-G Communications at

7 TYPEFACES SANS SERIF AVENIR BOOK AVENIR BOOK OBLIQUE AVENIR MEDIUM AVENIR MEDIUM OBLIQUE AVENIR HEAVY AVENIR HEAVY OBLIQUE AVENIR BLACK AVENIR BLACK SERIF GIOVANNI BOOK GIOVANNI BOOK ITALIC CORE FONT FAMILY Consistency is one of the most important aspects of brand image maintenance. AVENIR is the approved typeface family for use in all marketing communications. The use of a sans serif typeface creates an intentional visual contrast with the serif font used in the NKU logo system. Wherever possible, AVENIR should be used as the core font family for body text and headlines. When the AVENIR family is not available, substituting the type family GILL SANS is acceptable (GILL SANS Regular, GILL SANS Italic, GILL SANS Bold and GILL SANS Bold Italic). If neither AVENIR or GILL SANS are available, it is acceptable to use ARIAL, a common sans serif typeface available within most PC based programs. (ARIAL Regular, ARIAL Italic, ARIAL Bold, ARIAL Bold Italic, ARIAL Black, and ARIAL Black Oblique). SECONDARY FONTS GIOVANNI is the font used in the NKU logo for the text Northern Kentucky University. It is also an acceptable secondary typeface for use when creating communications. Its most appropriate usage would be in the creation of headlines and with limited use, body text. GIOVANNI BOLD GIOVANNI BOLD ITALIC 7

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