The Culinary Institute of America Brand Identity and Graphic Standards 2005

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1 The Culinary Institute of America Brand Identity and Graphic Standards 2005

2 The Culinary Institute of America Brand Identity Guidelines: Introduction i Welcome to The Culinary Brand Identity Guidelines We are pleased to introduce our new Brand Identity and Graphic Standards manual. This groundbreaking initiative will greatly enhance the way we present The Culinary Institute of America to the world. As we work to achieve our mission, the standards and guidelines of this manual will help us protect and build our vital brand, and leverage it to communicate our leadership. This manual captures work that has been done to create a strong visual personality for our brand. It defines the basic elements, specifications, and policies of our new graphic standards. We urge you to follow the new standards to ensure that all of our communications project a consistent visual impression, maintain superior design quality, and protect our registered brand assets. The core elements of our graphic standards from our name, The Culinary Institute of America; to our enhanced logo; to our positioning statement, THE WORLD S PREMIER CULINARY COLLEGE signify the college s drive for educational and research excellence, distinguishing us as the clear leader in culinary education. Our success in realizing their potential rests with you and all the professionals who communicate our messages to students, industry, friends and benefactors, and the general public. By applying these standards and guidelines, we will maximize the impact of our communications, and we will grow awareness and support for the mission, goals, and programs of our college. If you have questions about them, please contact Heather Rafferty, director of brand and marketing services, at or Thank you for studying and applying this new manual with care and with pride. DR. TIM RYAN PRESIDENT

3 The Culinary Institute of America Brand Identity Guidelines: Brand Strategy ii An Introduction to The Culinary Brand Strategy Unique to our college, our name and trademark The Culinary Institute of America is our brand. Because it identifies the oldest and most prestigious culinary college in the United States, our brand has significant value. It distinguishes our offerings with the promise of excellence and makes them more desirable. It builds recognition, preference, and support for the college across our constituencies. Our brand must be protected with clear policies. It must be defended from infringement. And its meaning must continue to be built with an identity strategy. Our brand identity strategy is driven by our mission statement: The Culinary Institute of America is a private, not-for-profit college dedicated to providing the world s best professional culinary education. Excellence, leadership, professionalism, ethics, and respect for diversity are the core values that guide our efforts. We teach our students the general knowledge and specific skills necessary to live successful lives and to grow into positions of influence and leadership in their chosen profession. The Culinary brand identity strategy begins with a clear view of core brand meaning: our brand essence and brand positioning. The essence of the brand is excellence in everything culinary. The positioning of the brand is the world s premier culinary college. Supporting these core elements are multiple perceptions and attributes that deepen brand meaning. To shape and strengthen them, our brand identity strategy defines four dimensions of this meaning: product, organization, personality, and symbolic. An overview of each dimension follows. Brand as Product The college has a reputation for providing the world s best professional culinary education programs. It provides extraordinary educational experiences, delivered by an outstanding faculty and curriculum, that prepare its graduates for career success. It further promotes industry advancement with extensive professional development, intellectual property, and research programs. Brand as Organization With our distinguished heritage and Middle States accreditation, we are truly the world s premier culinary college. Our organization is defined by visionary leadership, world-class faculty and facilities, adherence to strong core values (excellence, leadership, professionalism, ethics, and respect for diversity), and an extensive, international network of alumni and industry supporters. Brand as Person Our brand is personified by our faculty members undisputed leaders in their field. Professionally, they are highly regarded in the culinary world, have broad food and industry expertise, and are committed to culinary and teaching excellence. Personally, they are passionate about food and life, innovative and creative, contemporary, and vital. Critical thinkers, they work to advance both the art and science of food. They are outgoing and friendly, and they embrace diversity. Brand as Symbol Core symbols of The Culinary Institute of America include our college name and logo, enhanced selectively with the use of our college colors. The college s positioning statement THE WORLD S PREMIER CULINARY COLLEGE is also core. Key images of the college provide additional symbols, and include chefs and professors, superior food and dining experiences, campus visuals (including our most recognizable building, Roth Hall), students and professionals engaged in learning, the toque, the cap and gown, and publications. Application to the Graphic Standards Manual This review of The Culinary brand identity provides guidance for how to reinforce our positioning and protect and build brand meaning in our communications. The remainder of this manual describes graphic standards and guidelines that give our brand identity consistent, effective, and legally correct visual expression. By studying and applying these graphic standards, we can ensure that we are giving our brand visual distinction and recognition. Together, our brand identity and graphic standards guidelines give us the means to create communications that properly leverage and build our great brand.

4 The Culinary Institute of America Brand Identity Guidelines: Table of Contents iii Glossary of Terms Basic Elements Introduction 1.1 The Culinary Logo 1.2 The Culinary Colors 1.3 Use of Color in Positive and 1.4 Reverse Applications Background Control 1.5 Typography 1.6 Positioning Statement 1.7 Area Control 1.8 The CIA Monogram 1.9 The CIA Seal 1.10 Incorrect Logos 1.11 Incorrect Use of Color 1.12 Business Papers Introduction 2.1 Standard Letterheads 2.2 Standard #10 Business Envelopes 2.3 Program Stationery Continuing Education 2.4 Wine Studies 2.5 Executive Stationery 2.6 Business Cards Executive 2.7 Cabinet 2.8 Standard 2.9 Degree Program Student 2.9 Standard #10 Window Envelope x12 Booklet Envelopes 2.11 Mailing Labels 2.12 Press Release2.13 iv Collateral Material Introduction 3.1 The Culinary Logo and Colors 3.2 Reproducing The Culinary Logo 3.3 in Print Applications Paper Standards 3.3 The Culinary Color Palette 3.4 Editorial Guidelines 3.5 Photography Guidelines 3.6 Our Literature Templates 3.8 Templates and Grids 3.9 Grid Flexibility 3.10 Typography Style Sheets 3.12 Typographic Composition Style 3.13 Publication Covers 3.14 Publication Interiors 3.16 Publication Back Covers 3.18 Posters 3.20 Postcards 3.21 Electronic Media Introduction 4.1 Basic Elements of Electronic Media: 4.2 The Culinary Oversize Logo with Positioning Statement The Culinary Colors The Culinary Color Palette The Culinary Typeface Families Editorial Guidelines 4.4 Photography Guidelines 4.5 Web Site Schematic 4.7 Home Page Brand Identity 4.8 Sublevel Brand Identity: 4.9 Using The Culinary Colors Sublevel Brand Identity: Using 4.10 The Culinary Color Palette 2005 The Culinary Institute of America

5 The Culinary Institute of America Brand Identity Guidelines: Glossary of Terms iv Bleed A term referring to a graphic element that runs off one or more edges of a printed page or prescribed area. Format The planned visual arrangement of graphic elements and words. Grid System A series of invisible interlocking horizontal and vertical lines used as a guide for arranging graphic elements in a planned and consistent layout. Leading The measure of space between lines of type. Legal Name Our full college name, The Culinary Institute of America, used in our logo and when required by law or when a document has legal significance. Logo The authorized arrangement of our logotype precisely positioned within our wheat symbol which together visually identifies our college. Logotype The unique hand-drawn letters that visually expresses our full legal name, The Culinary Institute of America, and that cannot be duplicated by any commercial typesetting equipment. Positive A term used to describe the appearance of our logo or other graphic elements when reproduced in dark colors on a light background. Reverse or Drop Out A term meaning the opposite of positive. In reverse, the background is dark and the graphic elements are dropped out of a dark background and appear in white or a lighter color than the background. Sans Serif Type Any typeface with uniform strokes and without serifs extending from the main strokes of the letter. The type on this page is sans serif. Screen A reproduction process by which artwork is reproduced in a tint of a color or a shade of black. Serif Type Any typeface that has fine lines extending from the main strokes of letters. (The type in this sentence is serif.) Symbol A symbol or graphic image which visually identifies a given organization or business. Typography The composition of formal type in the design of communications materials.

6 The Culinary Institute of America Basic Elements 1.1 Introduction to the Basic Elements of The Culinary Brand Identity The Culinary Institute of America Logo serves as the primary identity for our college. The consistent use and application of our logo creates opportunities for a greater branded presence by better protecting the use of our logo, identifying The Culinary programs and services, and clarifying the relationships between our college and our partners and co-sponsors. Most importantly, the consistent use of our branding elements will create a distinctive look and feel while promoting our college and its programs and services. The Culinary Institute of America Creative Services Department has overall responsibility for ensuring the consistent and correct use of our identity standards. For answers to specific questions relating to any of the identity policies discussed in this section or for additional information, please contact Heather Rafferty, director of brand and marketing services, at or Introduction 1.1 The Culinary Logo 1.2 The Culinary Colors 1.3 Use of Color in Positive and 1.4 Reverse Applications Background Control 1.5 Typography 1.6 Positioning Statement 1.7 Area Control 1.8 The CIA Monogram 1.9 The CIA Seal 1.10 Incorrect Logos 1.11 Incorrect Use of Color 1.12

7 The Culinary Institute of America Basic Elements 1.2 The Culinary Logo The Culinary Institute of America Logo is the primary element of our brand identification system. Our logo is the authorized arrangement of our name precisely positioned within our wheat symbol. Our College Logo The relationship and relative distance between these elements must not be changed in any way. Nor should the elements that comprise our logo be used separately as single graphic devices. Our logo has been designed for legibility from all viewing angles and distances. The letters of the logotype have been customdrawn and cannot be duplicated by any standard typesetting process. These letters should never be used for other words or statements; nor should the logo be used within text. Reproductions of The Culinary Logo should be made from the original artwork or authorized copies, such as the electronic files provided by The Culinary Institute of America Creative Services Department or by contacting Heather Rafferty, director of brand and marketing services, at or Never use screen captures from this or other electronic media, or logos from printed material in place of the authorized electronic files. Never reproduce The Culinary Institute of America Logo smaller than 3/4" (.75"; 4p6) in width, as the fine lines will fill in and the letters will become illegible. Minimum Size for Reproduction 3/4" Logotype Wheat Symbol

8 The Culinary Institute of America Basic Elements 1.3 The Culinary Colors Consistent use of color is a major factor in recognition and memorability. For this reason, The Culinary Institute of America Colors must be applied with the same meticulous attention given to our logo. Consistent use of our colors also will strengthen the impact of our logo. Therefore, wherever practical and appropriate, The Culinary Logo should be reproduced in our colors CIA Green and CIA Gold as shown on the right. Our Logo in Color CIA Green CIA Gold CIA Green CIA Gold For Print In printing our color logo using PANTONE * Colors which are part of a worldwide color control standards program called the PANTONE MATCHING SYSTEM (PMS) CIA Green is PMS 555 and CIA Gold is PMS 465. If the logo is reproduced in 4-color process or full-color process, our colors can be matched by using the CMYK (Cyan, Magenta, Yellow, Black) formulae shown. For special print applications, CIA Metallic Gold (PMS 8005) can be used in place of CIA Gold. Please note that metallic colors cannot be reproduced in 4-color process (CMYK) or RGB formulae. For Electronic Media For electronic media (e.g., PowerPoint slides, Web sites, etc.), which in many cases require an RGB (Red, Green, Blue) formula, refer to the RGB formulae. These RGB specifications are accurate on calibrated display devices.** Color Formulae CIA Green PMS 555 Cyan 75 Magenta 0 Yellow 60 Black 55 Red 19 Green 101 Blue A * PANTONE Colors are part of a worldwide color control standards program, the PANTONE MATCHING SYSTEM. The colors shown have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. To ensure color accuracy, refer to current PANTONE Color Specifier guides and CIA Gold PMS 465 Cyan 20 Magenta 32 Yellow 58 Black 0 Red 204 Green 153 Blue 102 CC9966 CIA Metallic Gold PMS 8005 verify reproduction of color visually. PANTONE is a registered trademark of Pantone, Inc. * * Color specifications are accurate on calibrated displays. Differences in technical specifications of display devices may cause variances. PANTONE CMYK RGB Web Color

9 The Culinary Institute of America Basic Elements 1.4 Use of Color in Positive and Reverse Applications Although it is preferred that our logo be reproduced in The Culinary Institute of America Colors, sometimes it is neither practical nor appropriate. A. Preferred Full-Color Logo Positive Reverse In print reproduction where only 1-color is available, it is acceptable to use the 1-color CIA Green treatment of our logo as shown in example B. On some printed items, such as the fax sheet, and on many business forms, e.g., purchase order forms, etc., only one color, black, is available. In this situation, use the 1-color black logo as shown in example C. B. Preferred 1-Color CIA Green Logo Positive Reverse C. Acceptable 1-Color Black Logo Positive Reverse Positive with Wheat Symbol in 60% Screen of Black

10 The Culinary Institute of America Basic Elements 1.5 Background Control Our logo must always be presented as clearly as possible. For this reason, the background on which it is displayed must be controlled to ensure proper contrast. In a positive application, the background should be white or a very light, neutral color, as shown in the first example. In a reverse application, the background color must be either CIA Green or black as shown on the preceding page. The remaining demonstrations on this page illustrate unacceptable background contrast. Never apply The Culinary Logo to a heavily patterned or textured surface. Busy backgrounds are to be avoided, as they detract from the clarity and impact of our logo. Correct Darkest background value acceptable (15% value of black) to maintain proper contrast in positive applications. Unacceptable Not enough contrast Unacceptable Heavily textured background Unacceptable Background color too bold and bright

11 The Culinary Institute of America Basic Elements 1.6 Typography Typography is as important to our identification program as The Culinary Institute of America Logo and Colors. For this reason, consistent use of our typefaces will enhance and reinforce our visual image. Baskerville Berthold Typeface Family Baskerville Berthold Regular Baskerville Berthold Regular OsF Baskerville Berthold Regular Italic Baskerville Berthold Regular Italic OsF Two typeface families have been selected for use throughout our identification program. Baskerville Berthold and Frutiger were chosen for their strength, simplicity, and legibility in all sizes. These two typeface families are to be used for all printed and silkscreen applications, as well as for sewn patches and custom signage. For more information, refer to the individual specifications provided for each application. Baskerville Berthold Medium SC Baskerville Berthold Medium Baskerville Berthold Medium OsF Baskerville Berthold Bold Baskerville Berthold Bold OsF Baskerville Berthold Medium Italic Baskerville Berthold Medium Italic OsF The only exceptions to our exclusive use of Baskerville Berthold and Frutiger is in producing word-processed material or electronic media. Times and Arial are to be used only for word-processing content of letters, faxes, and internal and external memos, as well as for PowerPoint presentations. When using The Culinary Typefaces, do not distort or alter the fonts in any way. Be sure to use the true form of the typeface; do not condense or stretch the letterforms. Avoid wide and tight word and letter spacing. Frutiger Typeface Family Frutiger Light Frutiger Roman Frutiger Bold Frutiger Black Frutiger Light Condensed Frutiger Condensed Frutiger Bold Condensed Frutiger Black Condensed Frutiger Light Italic Frutiger Italic Frutiger Bold Italic Frutiger Black Italic

12 The Culinary Institute of America Basic Elements 1.7 Positioning Statement The Culinary Institute of America Positioning Statement is another important element of our identity, as it builds public awareness about our philosophy and demeanor as an organization. To achieve this objective, all advertisements and certain literature applications and stationery items should carry The Culinary Positioning Statement: THE WORLD S PREMIER CULINARY COLLEGE. Relationship of Our Positioning Statement to Our Logo Flush Left Alignment X X is equal to the height of the capital letter E in The Culinary Logotype. Our positioning statement is always to appear in one of our authorized typeface families: Baskerville Berthold or Frutiger. The examples shown here demonstrate the relationship and size of our positioning statement and logo in situations where there is minimum space, such as in the sign-off area in print advertisements. 1X 3/5 X Although The Culinary Positioning Statement may appear in any typefont in the Baskerville Berthold and Frutiger typeface families, it is recommended that it be set in all capital letters in Frutiger Bold Condensed to enhance its legibility whenever The Culinary Logo is less than 1-1/2" wide. When reproducing our logo at the minimum size of 3/4" wide, our positioning statement is set in 5.5 point type on 6-point leading, as demonstrated here. The preferred configuration for The Culinary Positioning Statement is flush left, set in 1 or 2 lines, as demonstrated in example A. Alternately it is acceptable for the positioning statement to be set in 1 or 2 lines and centered below The Culinary Logo as shown in example B. A. Preferred Flush Left Configuration 2-line Positioning Statement B. Acceptable Centered Configuration 2-line Positioning Statement 1-line Positioning Statement THE WORLD S PREMIER CULINARY COLLEGE 1-line Positioning Statement When The Culinary Logo is reproduced at the minimum size of 3/4" (.75" or 4p6) in width, our positioning statement is set in all caps in 5.5-point Frutiger Bold Condensed with 6-point leading. THE WORLD S PREMIER CULINARY COLLEGE THE WORLD S PREMIER CULINARY COLLEGE

13 The Culinary Institute of America Basic Elements 1.8 Area Control Our logo should always be surrounded by an open clear space to keep it free of any visually distracting element. The recommended minimum clear space that should surround The Culinary Logo and our logo with our positioning statement is shown here. When available, however, more space is recommended. Minimum Area Control for Logo 1X 1X 1X X is equal to the height of the capital letter E in The Culinary Logotype. X 1X Minimum Area Control for Logo with Positioning Statement 1X 1X 1X X X 1X THE WORLD S PREMIER CULINARY COLLEGE 1X 1X 1X 1X

14 The Culinary Institute of America Basic Elements 1.9 The CIA Monogram The CIA Monogram has been developed for application to licensed products only. Our monogram is never to be used in place of The Culinary Logo. For answers to specific questions relating to the use of The CIA Monogram or for additional information, please contact Heather Rafferty, director of brand and marketing services, at or

15 The Culinary Institute of America Basic Elements 1.10 The CIA Seal The CIA Seal, with its historic significance, is applied to certain official documents of The Culinary Institute of America, including diplomas, awards, and certificates as well as in ceremonial applications, such as might be used at commencement. Our seal is never to be used in place of The Culinary Logo. For answers to specific questions relating to the use of The CIA Seal or for additional information, please contact Heather Rafferty, director of brand and marketing services, at or

16 The Culinary Institute of America Basic Elements 1.11 Incorrect Logos The Culinary Logo as shown on pages 1.2 and 1.3 must never be altered in its configuration or appearance. Any variation from the authorized configuration will weaken the visual impact and effectiveness of our brand identity program. A. Never distort the proportions or unevenly scale E. Never reproduce The Culinary Logotype The Culinary Logo without our wheat symbol B. Never reproduce from screen captures or low F. Never alter The Culinary Wheat Symbol or resolution files for print applications replace our logotype with alternate words THE WORLD S PREMIER CULINARY COLLEGE C. Never place our logo in a shape or near a G. Never use The CIA Monogram in lieu of graphic element The Culinary Logo D. Never use our logo in a sentence or headline H. Never use The CIA Seal in lieu of The Culinary Logo is the leader...

17 The Culinary Institute of America Basic Elements 1.12 Incorrect Use of Color Incorrect application of color will greatly reduce the visual recognition and impact of The Culinary Logo and diminish its effectiveness in identifying our college. The examples shown here demonstrate unauthorized use of color for our logo. Correct application of The Culinary Colors to our logos are demonstrated on pages 1.3 and 1.4. To ensure that our colors are reproduced correctly, refer to the color formulae provided on page 1.3. For answers to specific questions relating to the guidelines provided in this section of The Culinary Institute of America Brand Identity Guidelines or for additional information, please contact Heather Rafferty, director of brand and marketing services, at or A. Never alter the application of The Culinary E. Never alter the application of The Culinary authorized colors in a positive application authorized colors in a reverse application B. Never reproduce The Culinary Logo in any F. Never reproduce our logo on an unauthorized unauthorized colors color background C. Never alter the value (lightness or darkness) G. Never place a reverse version of our logo on of The Culinary Colors a white or off-white background D. Never alter the screen value of The Culinary H. Never place a positive version of our logo on Wheat Symbol a black or dark background

18 The Culinary Institute of America Business Papers 2.1 Introduction to Business Papers Because letters and other business papers play a key role in the way we conduct our business, they are strong image-building tools. For this reason, specifications have been established to ensure a consistent, unified image for all of our business papers. This section provides ordering information and typing/word processing formats for our letterheads, envelopes, mailing labels, and press release. Ordering Information Business papers, including letterheads, envelopes, business cards, and mailing labels for Hyde Park are ordered through the Purchasing Department by contacting the purchasing manager at ext or the purchasing agent at ext St. Helena stationery is ordered through the Purchasing Department by contacting the purchasing and receiving manager at ext Typing/Word Processing Formats Microsoft Word templates for all typing/ word processing formats demonstrated in this section are available at the Management Information Systems (MIS) Web page at The Culinary Institute of America Creative Services Department has overall responsibility for ensuring the consistent and correct use of our identity standards. For answers to specific questions relating to any of the identity policies discussed in this section or for additional information, please contact Heather Rafferty, director of brand and marketing services, at or Introduction 2.1 Standard Letterheads 2.2 Standard #10 Business Envelopes 2.3 Program Stationery Continuing Education 2.4 Wine Studies 2.5 Executive Stationery 2.6 Business Cards Executive 2.7 Cabinet 2.8 Standard 2.9 Degree Program Student 2.9 Standard #10 Window Envelope x12 Booklet Envelopes 2.11 Mailing Labels 2.12 Press Release The Culinary Institute of America

19 The Culinary Institute of America Business Papers 2.2 Standard Letterheads Size: 8.5" x 11" The Culinary Logo: 1.125" in width (Our positioning statement is provided with the logo artwork.) Typography: All type (except our positioning statement) is set in upper and lower case with flush left/ragged right margins. Name: 9/9pt Frutiger Black Condensed Address and Contact Information: 9/10pt Baskerville Berthold Regular Colors: The Culinary Logotype prints in CIA Green (PMS* 555); The Culinary Wheat Symbol in CIA Gold (PMS 465). All other text, including our positioning statement, prints in CIA Green. Paper: Gilbert Neutech PS, Pure White Wove, 24#, with The Culinary Watermark. Typing/Word Processing Format A Microsoft Word template has been formatted for all our letterheads (LtrhdTmplt) and is available at the MIS Web page at If the template is not available, set the document margins as follows: 1" left, 1.75" top and right with.5" minimum at the bottom. The recommended type style is 12pt Times on 14pt line spacing, set flush left with ragged right margins. Do not use indents; instead, double space between paragraphs. It is recommended that the signer s name, full title, and department name, if applicable, appear below the signature. * PANTONE MATCHING SYSTEM. The colors shown have not been evaluated by Pantone, Inc. for accuracy and may not match the PANTONE Color Standards. PANTONE is a registered trademark of Pantone, Inc. Hyde Park and St. Helena Letterheads with Typing Format Reverse The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel: April 13, 2005 Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY Dear Mr. Little; April 13, 2005 Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam blandit laoreet nonummy nibh duis euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adm minim veniam, quis nostrud exerci tation Mr. Jonathan ullam corper A. Litton suscipit nisl ut aliquip ex ea commodo consequat. Vice President American Company, Inc. Duis autem vel eum iriure dolor in hendrerit in vulputate 9876 velit Commerce esse molestie Avenue consec quat, vel illum dolore eu feuggiat nulla facilisis at vero Our eros Fair et accumsan City, NY et iusto odi dignissim qui blandit praesents luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Consect etuer adipiscing elit, sed diam non dommy nibh euis modduis dolore te feugait nulla facil tincidunt ut laoreet dolore magna Dear Mr. aliquam Little; erat volutpat. Ut wisi enim adi minim veniam, quis nostruds exerci tation. Vulputate velit esse mol esties consequat, vel illum dollore eu feugiat nulla facilisis Lorem at vero ipsum eros dolor et accumsan sit amet, consectetuer adipiscing elit, sed diam blandit laoreet iusto odio dignis sim quis blandit praesent luptatum zzril nonummy delenits augue nibh duis dui, euismod laoreetstincidunt ut laoreet dolore magna aliquam erat volutpat. dolore aliquam erat volutpat. Ut wisi enim adm minim veniam, quis nostrud exerci tation ullam corper suscipit nisl ut aliquip ex ea commodo consequat. Autem vel eum iriure dolors in hendrerit in vulputates velit esse molestie conse quat, vel illum dolore eu feugiat nulla duis facilisis at vero eros Duis et autem com modo vel eum consequat iriure dolor ac in hendrerit in vulputate velit esse molestie consec cumsan et iusto odio dignissim qui blandit praesent luptatum quat, vel zzril illum delenit dolore augue eu feuggiat duis nulla facilisis at vero eros et accumsan et iusto odi dolore te feugait nulla facilisi. Ut etuer adipiscing elit, dignissim sed diam nonummy qui blandit nib praesents euis luptatum zzril delenit augue duis dolore te feugait mod tincidunt ut duis laoreet dolore magnas ali quam erat nulla volutpat facilisi. wisi Consect enim admi etuer adipiscing elit, sed diam non dommy nibh euis modduis nim veniam, quis nostrud. dolore te feugait nulla facil tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adi minim veniam, quis nostruds exerci tation. Vulputate velit esse mol Cordially, esties consequat, vel illum dollore eu feugiat nulla facilisis at vero eros et accumsan iusto odio dignis sim quis blandit praesent luptatum zzril delenits augue dui, laoreets dolore aliquam erat volutpat. Madeline Cook Assistant Director Admissions Department cc: J. Periwinkle P. Sanders Hyde Park Letterhead Word Template: LtrhdTmplt The Culinary Institute of America at Greystone 2555 Main Street St. Helena, CA Tel: Cordially, Madeline Cook Assistant Director Admissions Department cc: J. Periwinkle P. Sanders St. Helena Letterhead Word Template: LtrhdTmplt

20 The Culinary Institute of America Business Papers 2.3 Standard #10 Business Envelopes Size: 9.5" x 4.125" The Culinary Logo: 1.125" in width Typography: All type (except our positioning statement) is set in upper and lower case with flush left/ragged right margins. Name: 9/9pt Frutiger Black Condensed Address and Contact Information: 9/10pt Baskerville Berthold Regular Hyde Park and St. Helena #10 Envelopes with Typing Format The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Mr. Jonathan A. Litton The Culinary Institute Vice President of America at Greystone 2555 Main Street St. Helena, CAAmerican Company, Inc Commerce Avenue Our Fair City, NY Positioning Statement on the envelope flap: 10pt Frutiger Bold Condensed; all upper case letters; +75 tracking (i.e., extra space between all the letters) Colors: The Culinary Logotype prints in CIA Green (PMS 555); The Culinary Wheat Symbol in CIA Gold (PMS 465). All other text, including our positioning statement, prints in CIA Green (PMS 555). Paper: Gilbert Neutech PS, Pure White Wove, 24# with square flap Typing/Word Processing Format A Microsoft Word template has been formatted for all our #10 business envelopes (10EnvTmplt) and is available at the MIS Web page at If the template is not available, set the document margins as follows: 2" from the top and 4" from the left. The recommended type style is 12pt Times on 14pt line spacing and set flush left with ragged right margins. Hyde Park #10 Envelope Word Template: 10EnvTmplt Positioning Statement on Envelope Flap St. Helena #10 Envelope Word Template: 10EnvTmplt Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY THE WORLD S PREMIER CULINARY COLLEGE

21 The Culinary Institute of America Business Papers 2.4 Program Stationery: Continuing Education Our program letterheads and envelopes look exactly like The Culinary Letterhead shown on page 2.2 except for the addition of the program name after the name of our college and before the address and contact information as demonstrated here. The program name, Continuing Education, is always set in 9pt Baskerville Berthold Regular Italic with 10pt leading in upper and lower case on both the letterhead and envelope. It prints in the same color as the name, address, and contact information, i.e., CIA Green (PMS 555). Our positioning statement appears on the back flap of all our program envelopes as shown on the previous page. Typing/Word Processing Format To obtain the Microsoft Word templates for our letterheads (LtrhdTmplt) and envelopes (10EnvTmplt), go online to the MIS Web page at If the templates are not available, follow the formatting instructions provided on page 2.2 for letterheads and page 2.3 for #10 business envelopes. Continuing Education Letterhead and #10 Envelope with Typing Format The Culinary Institute of America Continuing Education 1946 Campus Drive Hyde Park, NY Tel: April 13, 2005 Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY Dear Mr. Little; Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam blandit laoreet nonummy nibh duis euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adm minim veniam, quis nostrud exerci tation ullam corper suscipit nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consec quat, vel illum dolore eu feuggiat nulla facilisis at vero eros et accumsan et iusto odi dignissim qui blandit praesents luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Consect etuer adipiscing elit, sed diam non dommy nibh euis modduis dolore te feugait nulla facil tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adi minim veniam, quis nostruds exerci tation. Vulputate velit esse mol esties consequat, vel illum dollore eu feugiat nulla facilisis at vero eros et accumsan iusto odio dignis sim quis blandit praesent luptatum zzril delenits augue dui, laoreets dolore aliquam erat volutpat. Autem vel eum iriure dolors in hendrerit in vulputates velit esse molestie conse quat, vel illum dolore eu feugiat nulla duis facilisis at vero eros et com modo consequat ac cumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut etuer adipiscing elit, sed diam nonummy nib euis mod tincidunt ut duis laoreet dolore magnas ali quam erat volutpat wisi enim admi nim veniam, quis nostrud. Cordially, On all letterheads, it is recommended that the signer s name, full title, and department name, if applicable, appear below the signature. Madeline Cook Director Continuing Education cc: J. Periwinkle P. Sanders The Culinary Institute of America Continuing Education 1946 Campus Drive Hyde Park, NY CE Letterhead Word Template: LtrhdTmplt Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY CE #10 Envelope Word Template: 10EnvTmplt

22 The Culinary Institute of America Business Papers 2.5 Program Stationery: Wine Studies Our Wine Studies letterheads and envelopes follow the same guidelines as our other program stationery, Continuing Education, shown on the previous page. As demonstrated here, the program name, Professional Wine Studies at the Rudd Center, is always set in 9pt Baskerville Berthold Regular Italic with 10pt leading in upper and lower case on both the letterhead and envelope. It prints in the same color as the name, address, and contact information, i.e., CIA Green (PMS 555). Our positioning statement appears on the back flap of all our program envelopes as shown on page 2.3. Typing/Word Processing Format To obtain the Microsoft Word templates for our letterheads (LtrhdTmplt) and envelopes (10EnvTmplt), go online to the MIS Web page at If the templates are not available, follow the formatting instructions provided on page 2.2 for letterheads and page 2.3 for #10 business envelopes. Wine Studies Letterhead and #10 Envelope with Typing Format The Culinary Institute of America at Greystone Professional Wine Studies at the Rudd Center 2555 Main Street St. Helena, CA Tel: April 13, 2005 Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY Dear Mr. Little; Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam blandit laoreet nonummy nibh duis euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adm minim veniam, quis nostrud exerci tation ullam corper suscipit nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consec quat, vel illum dolore eu feuggiat nulla facilisis at vero eros et accumsan et iusto odi dignissim qui blandit praesents luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Consect etuer adipiscing elit, sed diam non dommy nibh euis modduis dolore te feugait nulla facil tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adi minim veniam, quis nostruds exerci tation. Vulputate velit esse mol esties consequat, vel illum dollore eu feugiat nulla facilisis at vero eros et accumsan iusto odio dignis sim quis blandit praesent luptatum zzril delenits augue dui, laoreets dolore aliquam erat volutpat. Autem vel eum iriure dolors in hendrerit in vulputates velit esse molestie conse quat, vel illum dolore eu feugiat nulla duis facilisis at vero eros et com modo consequat ac cumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut etuer adipiscing elit, sed diam nonummy nib euis mod tincidunt ut duis laoreet dolore magnas ali quam erat volutpat wisi enim admi nim veniam, quis nostrud. Cordially, In typing the letter, it is recommended that two blank line spaces (a triple space) be left above and below the recipient name, title, company name, and address at the top. Double space after the salutation, between paragraphs, and before the complimentary closing. If there is a cc (carbon copy), leave a blank space (double space) before. On all letterheads, it is recommended that the signer s name, full title, and department name, if applicable, appear below the signature. The Culinary Institute of America at Greystone Madeline Cook Professional Wine Studies at the Rudd Center Wine Programs Coordinator 2555 Main Street St. Helena, CA Professional Wine Studies at the Rudd Center cc: J. Periwinkle P. Sanders Wine Studies Letterhead Word Template: LtrhdTmplt Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY Wine Studies #10 Envelope Word Template: 10EnvTmplt

23 The Culinary Institute of America Business Papers 2.6 Executive Stationery Our executive stationery is similar to our standard stationery except: Wheat symbol is printed in CIA Metallic Gold (PMS 8005) and embossed. Chairman of the Board or Office of the President (not shown) is set in 9.5pt Baskerville Berthold Italic and prints below our address in CIA Metallic Gold. Back flap of our envelope is printed solid CIA Green (PMS 555) with our positioning statement dropped out to white. Typing/Word Processing Format Microsoft Word templates are available, as reviewed on page 2.2 for our letterheads and page 2.3 for #10 business envelopes. The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Chairman of the Board Chairman of the Board Letterhead and #10 Envelope with Typing Format Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel: Chairman of the Board April 13, 2005 Mr. Jonathan A. Litton Vice President American Company, Inc Commerce Avenue Our Fair City, NY Dear Mr. Little; Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam blandit laoreet nonummy nibh duis euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adm minim veniam, quis nostrud exerci tation ullam corper suscipit nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consec quat, vel illum dolore eu feuggiat nulla facilisis at vero eros et accumsan et iusto odi dignissim qui blandit praesents luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Consect etuer adipiscing elit, sed diam non dommy nibh euis modduis dolore te feugait nulla facil tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim adi minim veniam, quis nostruds exerci tation. Vulputate velit esse mol esties consequat, vel illum dollore eu feugiat nulla facilisis at vero eros et accumsan iusto odio dignis sim quis blandit praesent luptatum zzril delenits augue dui, laoreets dolore aliquam erat v. Autem vel eum iriure dolors in hendrerit in vulputates velit esse molestie conse quat, vel illum dolore eu feugiat nulla duis facilisis at vero eros et com modo consequat ac cumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Ut etuer adipiscing elit, sed diam nonummy nib euis mod tincidunt ut duis laoreet dolore magnas ali quam erat volutpat wisi enim admi nim veniam, quis nostrud. Cordially, Chairman of the Board #10 Envelope Word Template: 10EnvTmplt Madeline Cook Chairwoman Board of Trustees THE WORLD S PREMIER cc: J. CULINARY Periwinkle COLLEGE P. Sanders Chairman of the Board Letterhead Word Template: LtrhdTmplt Positioning Statement on Envelope Flap

24 The Culinary Institute of America Business Papers 2.7 Business Cards: Executive The Culinary Business Card is organized with the professional information of the card holder in the upper left hand corner and the college information at the bottom. Size: 3.5" x 2" The Culinary Logo:.906" in width Typography: All type (except our positioning statement) is set in upper and lower case with flush left/ragged right margins. Professional Information: Seven lines maximum by 2" wide Name: 8/8.5pt Frutiger Black Condensed Title: 8/9pt Baskerville Berthold Italic Contact Information, i.e., telephone, fax, pager, , etc.: 8/9pt Baskerville Berthold Regular College Information: Five lines by 2" wide Name: 8/8.5pt Frutiger Black Condensed Contact Information, e.g., address, telephone, and Web site: 8/9pt Baskerville Berthold Regular Colors: The Culinary Logotype prints in CIA Green (PMS 555); The Culinary Wheat Symbol in CIA Metallic Gold (PMS 8005) and embossed. All other text prints in black. Paper: Gilbert Neutech PS, Pure White Wove, 80# cover Reverse Side Prints in solid CIA Green with our positioning statement set 10pt Frutiger Bold Condensed in all caps with +14 tracking (i.e., extra space between all the letters) and dropped out to white. President and Board of Trustees Business Card Dr. Tim Ryan President Tel: Fax: The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel: President s Business Card Reverse Side of all Executive Business Cards Madeline Cook Member, Board of Trustees Tel: Fax: On the President s and the Board of Trustees Business Cards, The Culinary Wheat Symbol is printed in CIA Metallic Gold and embossed. The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel: Board of Trustees Business Card THE WORLD S PREMIER CULINARY COLLEGE

25 The Culinary Institute of America Business Papers 2.8 Business Cards: Cabinet Our Cabinet business cards are similar to our executive cards (see page 2.7) except they are not embossed and the back of the card is laid out differently as shown below. Size: 3.5" x 2" The Culinary Logo:.906" in width Typography: All type (except our positioning statement) is set in upper and lower case with flush left/ragged right margins. Professional Information: Seven lines maximum by 2" wide Name: 8/8.5pt Frutiger Black Condensed Title: 8/9pt Baskerville Berthold Italic Contact Information, i.e., telephone, fax, pager, , etc.: 8/9pt Baskerville Berthold Regular College Information: Five lines by 2" wide Name: 8/8.5pt Frutiger Black Condensed Contact Information, e.g., address, telephone, and Web site: 8/9pt Baskerville Berthold Regular Colors: The Culinary Logotype prints in CIA Green (PMS 555); The Culinary Wheat Symbol in CIA Metallic Gold (PMS 8005). All other text prints in black. Paper: Gilbert Neutech PS, Pure White Wove, 80# cover Reverse Side As demonstrated on the right, our positioning statement is dropped out to white and centered within a.5" high band of CIA Green. It is set in 10pt Frutiger Bold Condensed in all caps with +23 tracking (i.e., extra space between all the letters). Hyde Park and St. Helena Cabinet Business Card Madeline Cook Associate Vice President Tel: Fax: The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel: Hyde Park Cabinet Business Card Reverse Side of all Cabinet, Standard, and Degree Program Student Business Cards Madeline Cook Associate Vice President Tel: Fax: The Culinary Wheat Symbol is printed in CIA Metallic Gold on all Cabinet Business Cards. The Culinary Institute of America at Greystone 2555 Main Street, St. Helena, CA Tel: St. Helena Cabinet Business Card THE WORLD S PREMIER CULINARY COLLEGE

26 The Culinary Institute of America Business Papers 2.9 Business Cards: Standard and Degree Program Student Our standard and degree program student business cards follow the same type specifications and layout as our Cabinet cards, shown on the previous page, with one exception: The Culinary Wheat Symbol is printed in CIA Gold (PMS 465). As shown in the examples, everything else remains the same: the professional information of the card holder in the upper left corner and the college information below. The St. Helena business card demonstrates the maximum number of lines and width (seven lines x 2" wide) for professional information. Reverse Side The back of the standard and degree program student business cards is identical to the reverse side of the Cabinet card as shown on the previous page. Degree Program Student Business Cards Business cards are available for degree program students, as shown in the example. Students should carefully consider their choice of contact information and bear in mind the impression conveyed by the use of a nickname versus formal names and the impact this may have in their career opportunities. Hyde Park and St. Helena Business Cards Madeline Cook Director, Continuing Education Tel: Fax: The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel: Hyde Park Standard Business Card Degree Program Student Business Card Madeline Cook Wine Programs Coordinator Professional Wine Studies at the Rudd Center Tel: Fax: Mobile: The Culinary Institute of America at Greystone 2555 Main Street, St. Helena, CA Tel: St. Helena Standard Business Card On all Standard and Degree Program Student Business Cards, The Culinary Wheat Symbol is printed in CIA Gold. John Smith Candidate, Bachelor s Degree Baking and Pastry Arts Management Tel: Cell: The Culinary Institute of America 1946 Campus Drive Hyde Park, NY Tel:

27 The Culinary Institute of America Business Papers 2.10 Standard #10 Window Envelope Our #10 window envelope is available only with our Hyde Park campus address. Size: 9.5" x 4.125" The Culinary Logo: 1.125" in width Typography: All type is set in upper and lower case with flush left and ragged right margins. Name: 9/9pt Frutiger Black Condensed Address and Contact Information: 9/10pt Baskerville Berthold Regular Hyde Park #10 Window Envelope The Culinary Institute of America 1946 Campus Drive Hyde Park, NY To ensure that the mailing address appears through the window, be sure to follow The Culinary Letterhead Typing Formats provided. Colors: The Culinary Logotype prints in CIA Green (PMS 555); The Culinary Wheat Symbol in CIA Gold (PMS 465). All other text prints in CIA Green. Hyde Park #10 Window Envelope Paper: White Wove, 24#, standard window envelope with commercial flap Typing/Word Processing Format No template is provided specifically for the window envelope. But if the typing/word processing instructions provide for letterheads (see page 2.2) are followed exactly, the address will be in the correct position to show through the window. Begin by typing the date 1.75" from the top; triple space (leave two blank line spaces) and then type a four- to five-line name and address. After the address, again triple space and type the salutation. (If the name and address is only three lines, leave three blank line spaces above and below.) Be sure to fold the letterhead with the address on the outside so it appears through the window.

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