2 Introduction 0.1 Everything we produce communicates something about who we are. To understand the function and value of the UNH graphic identity, it is important to recognize that every organization has a specific public identity an identity partly formed by the look of its printed materials, stationery, website, etc. When an organization s identification program is coordinated, it helps project a unified image that works effectively to reinforce its brand. The purpose of these guidelines is to explain the basic building blocks of the UNH graphic identity program designed by Chermayeff & Geismar & Haviv, to define standards for their use, and to illustrate how these standards are applied. Following these guidelines will help link our many offices and programs into an integrated whole and provide an appropriate and focused look for the University. Many of these standards depend on relative size, proportion, and position. These have been developed through careful consideration of many factors, both functional and aesthetic. Adhering to them will help ensure a clear, consistent UNH graphic identity.
3 Contents 1 Basic Elements UNH Emblem Main UNH Logo Primary and Secondary Horizontal Logos Primary and Secondary Vertical Logos Sub-Brands Vertical and Horizontal Logos Use of Trademark Designation Incorrect Logo Use The University Seal Stationery Business Cards Stationery Introduction Letterhead Envelopes Compliment Slip and Mailing Label Fax Cover Signature Color Primary Color Palette Logo Use on Various Backgrounds 3 Typography Web Typeface University Typefaces Applications Online Newsletter Header Presentation Templates Favicon and Social Media
4 Basic Elements UNH Emblem 1.1 The UNH emblem consists of a bold blue shield with the letters "NH" placed within it. Always use the original and approved art; never alter any aspect of it or attempt to redraw or recreate it. Outline Emblem An alternate version of the logo with a white outline around the emblem is to be used when the logo appears on a colored background that does not allow adequate contrast with the blue logo. Refer to the section on color for additional specifications. Clear Space To ensure its integrity and visibility, the UNH emblem should be kept clear of competing text, images, and graphics. It must be surrounded on all sides by an adequate clear space, equal in size to the height of the "NH" above and on each side of the emblem and half of that same height below the emblem as shown to the right. Minimum Size The UNH emblem should never appear smaller than 0.3" when used in print materials, or 30 pixels when used in digital formats. Outline Emblem Clear Space Minimum Size The emblem should be downloaded from an electronic file available online at or by calling Communications and Public Affairs at (603) /2 1/2.3" min.
5 Basic Elements Main UNH Logo 1.2 The University s logo is a combination of the emblem and the official school "wordmark" which is the name University of New Hampshire. The wordmark is composed in the typeface Glypha Bold. Glypha is only to be used in the University wordmark. The spacing between the letters, and between words, has been adjusted for maximum effect and should not be altered. For that reason, do not attempt to re-create the wordmark. Rather, always download the full logo from an electronic file available online at or by calling Communications and Public Affairs at (603) Permissible variations of the logo are shown on the following pages. Outline version
6 Basic Elements Primary and Secondary Horizontal Logos 1.3 The primary UNH logo is the combination of the emblem and the wordmark, in the standard blue color (see 2.1 Color), in a horizontal arrangement as shown here. Use the primary horizontal logo wherever possible. Where it is not possible to use the primary version the secondary version may be used. Always use the original and approved art; never alter or attempt to redraw or recreate the lettering using computer fonts. Clear Space To ensure its integrity and visibility, the logo should be kept clear of competing text, images, and graphics. It must be surrounded on all sides by an adequate clear space, equal in size to the height of the "NH" in the emblem on the top and sides, and half of that same height under the emblem, as shown at the right. Minimum Size The logo should never appear smaller than 0.3" when used in print materials, or 30 pixels when used in digital formats. The logo should be downloaded from an electronic file available online at or by calling Communications and Public Affairs at (603) Primary Horizontal Outline Version Clear Space and Minimum Size Secondary Horizontal Outline Version Clear Space and Minimum Size.3" min..3" min.
7 Basic Elements Primary and Secondary Vertical Logos 1.4 Sometimes design or space requires the use of a centered, vertical logo arrangement. Use the primary vertical logo where possible. Where it is not possible to use the primary version, the secondary version may be used. Always use the original and approved art; never alter or attempt to redraw or recreate the lettering using computer fonts. Primary Vertical Secondary Vertical Clear Space To ensure its integrity and visibility, the logo should be kept clear of competing text, images, and graphics. It must be surrounded on all sides by an adequate clear space, equal in size to the height of the "NH" in the emblem, as shown at the right. Outline Version Outline Version Minimum Size The logo should never appear smaller than 0.3" when used in print materials, or 30 pixels when used in digital formats. The logo should be downloaded from an electronic file available online at or by calling Communications and Public Affairs at (603) Clear Space and Minimum Size Clear Space and Minimum Size.3" min..3" min.
8 Basic Elements Sub-Brands Vertical and Horizontal Logos 1.5 When a school or college name is used as part of a logo signature, it appears below the University name as shown. The University of New Hampshire sub-brand consists of the University horizontal logo with the school or college name underneath. Sub-branded logos may be used on college-specific materials but are not intended to replace the primary UNH logo. Always use the original and approved art; never alter or attempt to redraw or recreate the lettering using computer fonts. Only schools and colleges are permitted to have secondary logo treatments. All others must follow the standards set for clear space. Unit names must not violate the clear space area. Electronic files for all secondary logos can be downloaded at unh.edu/logo. Clear Space To ensure its integrity and visibility, the logo should be kept clear of competing text, images, and graphics. It must be surrounded on all sides by an adequate clear space, equal in size to the height of the "NH" in the emblem on the top and sides, and half of that same height under the emblem, as shown at the right. Minimum Size The logo should never appear smaller than 0.3" when used in print materials, or 30 pixels when used in digital formats. Sub-Brand Vertical Outline Version Clear Space and Minimum Size.3" min..3" min. Sub-Brand Horizontal Outline Version Clear Space and Minimum Size
9 Basic Elements Use of Trademark Designation 1.6 Items intended for commercial distribution should use a TM notice as shown here. Size and Placement The TM mark should be placed below the emblem aligning with the bottom and with the body of the "T" aligning with the outer edge of the "H" as shown in the illustration. Electronic artwork can be downloaded online at or by calling Communications and Public Affairs at (603) For use when emblem is over.75" high For use when emblem is.75" high or smaller
10 Basic Elements Incorrect Logo Usage 1.7 For maximum impact and overall consistency, it is important to protect the integrity of the logo. Always reproduce the logo from original artwork and avoid the improper color usage illustrated here. These examples apply to all logo varieties. Do not distort the logo. Do not use an unapproved color. (Note that black is not an approved color.) Do not place the logo into a shape. University of New Hampshire Do not add extra colors to the logo. Do not reposition logo elements. Do not use an alternative typeface. Office of Systems Do not change the position of the type or change the proportions. Do not substitute "UNH" for full university wordmark. Do not place any text within the minimum clear space. Secondary logos are for colleges and schools exclusively. Do not add a bevel or gradient. Do not make logo transparent. Do not outline the logo.
11 Basic Elements The University Seal 1.8 The University seal commemorates three landmark years in our history. At the bottom of the seal, the year 1866 marks our founding as New Hampshire College of Agriculture and Mechanic Arts in Hanover. The year 1893 marks the college s move to Benjamin Thompson s farm in Durham. Finally, the year 1923 commemorates the transformation of the college into the University of New Hampshire. Proper use of the seal The seal is for use on diplomas and other designated official University documents. As with the logo and wordmark, the University seal may not be altered in any way. The University seal may only be used with prior approval from Communications and Public Affairs who can be reached at (603) Banner backdrop University certificates and diplomas
12 Color Primary Color Palette 2.1 Blue has been the University color for over a century, and blue and white continue to be the official school colors. The specific blue color has been made a bit brighter than the past version. It is complemented by accent colors as specified here. Accent Colors Pantone 661 C should be the staple color ingredient of any website or publication. The visual content such as photos or illustrations are the star ingredient. Accent colors are the spice. Pantone 661 C R0 G53 B148 C100 M75 Y0 K6 HE White Accent Colors Pantone 7546 R37 G55 B70 C73 M45 Y24 K66 HE # Pantone 429 R162 G170 B173 C21 M11 Y9 K23 HE #A3A9AC Pantone 7527 R214 G210 B196 C3 M4 Y14 K8 HE #D7D1C4 Pantone 7578 R247 G122 B05 C8 M71 Y97 K0 HE #F77A05
13 Color Use on Various Backgrounds 2.2 The blue version of the logo should be used whenever possible. When it is not possible to use the blue version of the logo because of background color, the outline version should be used. When placing the logo over a solid color, make sure that the color of the logo is in sufficient contrast to the background to ensure visibility.
14 Typography University Typefaces 3.1 Using a consistent typeface family for headlines and running copy visually reinforces the UNH identity. Primary Sans Serif Myriad Pro is the primary typeface and should be used on all UNH communications. Shown are the approved weights and styles that may be used in communications such as stationery, online media, newsletters, brochures, and PowerPoint documents. Myriad Pro ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz In instances where the Myriad Pro font is not available, as for example, in Microsoft documents, the system font Arial may be substituted for Myriad Pro. Myriad Pro Regular Myriad Pro Semibold Myriad Pro Bold Myriad Pro Italic Myriad Pro Semibold Italic Myriad Pro Bold Italic Primary Serif In publications, reports, and other similar items where there is considerable text, the classic font Minion Pro can be substituted for the text copy if desired. Minion Pro ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz Minion Pro Regular Minion Pro Semibold Minion Pro Bold Minion Pro Italic Minion Pro Semibold Italic Minion Pro Bold Italic
15 Typography Web Typeface 3.2 Source Sans Pro was created for Adobe in 2012 by designer Paul D. Hunt. It is the first open source font family from Adobe, and is one designed primarily for use on web and mobile user interfaces. It is available in six weights (Regular, ExtraLight, Light, Semibold, Bold, Black) in upright and italic styles. Source Sans Pro is free and can be downloaded through Google Fonts. Web installation and embedding instructions are found there as well. Source Sans Pro ABCDEFGHIJKLMNOPQRSTUVWYZ abcdefghijklmnopqrstuvwxyz Source Sans Pro Light Source Sans Pro Regular Source Sans Pro Semibold Source Sans Pro Bold Source Sans Pro Light Italic Source Sans Pro Regular Italic Source Sans Pro Semibold Italic Source Sans Pro Bold Italic
16 Stationery Stationery Introduction 4.1 University policy requires that all University offices and departments use the standard stationery formats available through UNH Printing Services. The office or department name, location, and telephone number are generally included, along with the University's logo. All stationery needs can be handled by Printing Services. If there is a format question about your job, Printing Services will refer you to Communications and Public Affairs. College of Liberal Arts Department of Languages Murkland Hall 15 Library Way Durham, NH V: F: TTY: (Relay NH) The current paper standard for University stationery is 24 lb. Strathmore Writing, wove finish, white, printed in University blue (PMS 661). Printing Services can supply an approved list of optional paper stocks and comparative prices for recycled and recyclable papers. Richard M. Johnson, PhD Professor of English Literature College of Liberal Arts Department of Languages Murkland Hall, 15 Library Way Durham, NH V: F: M: TTY (Relay NH) Business Cards Business cards must follow the graphic identity guidelines. As with other stationery items, Printing Services will work within the guidelines to accommodate your specific needs. Please attempt to include only primary contact points on your business cards. With mobile phones, websites, , and fax as the norm rather then the exception, cards become increasingly busy. Also, keep your message to one side only. College of Liberal Arts Office of the Dean Murkland Hall, 15 Library Way Durham, NH Visual DG Visual Identity Identity Standards August April 2013: 2014Version 1.5
17 Stationery Business Cards 4.2 The contact information is always placed.2" from the bottom and.625" from the left edge. The information is built up from the bottom with the address anchored to the bottom margin. Shown at 100% scale. Format 3.5" x 2" UNH Logo.4125" High.2".2" Melina Elwy Employment Compliance Coordinator Office of International Students & Scholars Thompson Hall, 105 Main Street Durham, NH V: F: M: TTY (Relay NH).2" Align text to bottom margin Type Specifications Name: Myriad Pro Bold, 8pt.625" 1" Title: Myriad Pro Regular, 6.5/8pt School, Department: Myriad Pro Semibold, 7/8.5pt Address: Myriad Pro Regular, 7/8.5pt Colors Pantone 661 U Pantone 7546 U Richard M. Johnson, PhD Professor of English Literature College of Liberal Arts Department of Languages Murkland Hall, 15 Library Way Durham, NH V: F: M: TTY (Relay NH) Emily Sample Student, MBA, The Economics of Poverty Special Project or Internship Title Peter T. Paul College of Business and Economics 10 Garrison Avenue Durham, NH V: F: TTY (Relay NH)
18 Stationery Letterhead 4.3 Shown at 60% scale. 1.25" 5" Format 8.5" x 11" UNH Logo.6" High Type Specifications School: Myriad Pro Semibold, 8/10pt Address, Contact: Myriad Pro Regular, 8/10pt Body Copy: Arial Regular, 10/12pt Colors Pantone 661 U 1.25" 1.25" Date Addressee s Name Company or Office Address City, State zip Salutation: This letter demonstrates the recommended typing format for all correspondence and is an integral part of the letterhead design. The date is top-aligned at 2.5 inches from the top edge of the page and 1.25 inches from the left, setting the margin for the entire letter. The addressee s name is positioned flush left, two spaces below the date. Title, company name, etc. are positioned flush left under the addressee s name. The salutation appears three spaces below the address. The body of the letter begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. The maximum line length should not exceed 5.75 inches. A double space separates the body of the letter from the complimentary close, with four spaces to the name of the sender and the title. College of Liberal Arts Department of Languages Murkland Hall 15 Library Way Durham, NH V: F: TTY: (Relay NH) Complimentary close, Name of sender Title
19 Stationery Envelope 4.4 Shown at 70% scale..25".375".5" Format #10 Envelope: 9.5" x 4.125" 10.5 Catalog: 9" x 12" UNH Logo.475" High Type Specifications School: Myriad Pro Semibold, 8/10pt.625" College of Liberal Arts Office of the Dean Murkland Hall, 15 Library Way Durham, NH Address, Contact: Myriad Pro Regular, 8/10pt Colors Pantone 661 U.375".5" #10 Envelope.5".625" College of Liberal Arts Office of the Dean Murkland Hall, 15 Library Way Durham, NH Catalog
20 Stationery Compliment Slip and Mailing Label 4.5 Compliment Slip Shown at 60% scale. Format 3.5" x 5.5" Type Specifications With Compliments: Myriad Pro Semibold Italic, 10pt, tracking ".375" With Compliments Address: Myriad Pro Regular, 7pt Colors Pantone 661 U.875".25" Compliments slip Mailing Label Shown at 60% scale. Format 5.5"x 3.5".25".625".375".5" College of Liberal Arts Office of the Dean Murkland Hall, 15 Library Way Durham, NH Type Specifications College Name: Myriad Pro Semibold, 7/8.5pt Office and return address: Myriad Pro Regular, 7/8.5pt Colors Pantone 661 U Mailing Label
21 Stationery Fax 4.6 Shown at 60% scale. 1.25" 5" Format 8.5" x 11" 1.25" UNH Logo.6" High College of Liberal Arts Department of Languages Murkland Hall 15 Library Way Durham, NH " Type Specifications College: Myriad Pro Semibold, 8/10pt Return Address: Myriad Pro Regular, 8/10pt Fax Date: From: V: F: TTY: (Relay NH) Fax Heading: Myriad Pro Bold, 18pt To: Fax Number: Pages: Subject: Fax Information: Myriad Pro Regular, 10/12pt Footer: Myriad Pro Regular, 7/9pt Colors Prints Black This fax is intended for the above recipient (s) and may contain confidential material. If you have received this information in error, please contact the above telephone number as soon as possible. Thank you.
22 Stationery Signature 4.7 The signature appears below the body of all correspondence. The signature should remain as live text for ease of copying and the enabling of active hyper links for phone numbers, , and website links. No images should be added to the signature. Type Specifications Body Copy: Arial Regular, 10/12pt leading (12/14 on Mac) Name: Arial Bold, 10pt (12pt on Mac) Title, Division and Contact Arial Regular, 9/11pt leading (11/13 on Mac) Address University of New Hampshire Office/College/School: Arial Bold, 9/11pt leading (11/13 on Mac) Hall, address and 9/11pt leading (11/13 on Mac) Text Color Black Salutation: Arial Regular 11pt/13pt (14pt/16pt on Mac) is used for the body of the . The begins two spaces below the salutation, using single spacing between lines and double spacing between paragraphs. There are no indentations. A double space separates the body of the from the complimentary close, with another double space to the start of the signature. Complimentary close, Name Melina Elwy Employment Compliance Coordinator V: F: M: TTY (Relay NH) University of New Hampshire Office of International Students & Scholars Thompson Hall, 105 Main Street Durham, NH Additional Examples Richard M. Johnson, PhD Professor of English Literature V: F: M: TTY (Relay NH) University of New Hampshire College of Liberal Arts Department of Languages Murkland Hall, 15 Library Way Durham, NH Emily Sample Student, MBA, The Economics of Poverty Special Project or Internship Title V: F: M: TTY (Relay NH) University of New Hampshire Peter T. Paul College of Business and Economics 10 Garrison Avenue Durham, NH
23 Applications Shown are typical examples of header treatments for various online newsletters and broadcasts. Visual Identity Standards August 2014 Online Newsletter Header 5.1
24 Applications Presentation Templates 5.2 Shown are some examples of cover slides, and text slides. The logo is isolated and in a prominent position at the top left shown here. The preferred typography is Myriad Pro Regular. Use Calibri when Myriad Pro is not available. Because content for each presentation will vary, the layouts are for reference only and should be adjusted to best suit the content. Use the primary logo when on a white or light colored background, and use the outline logo when on black or dark colors. Main Title Here Subtitle Here Main Title Here Subtitle Here Note: Refer to pages 19 and 20 for use on color backgrounds or photography University of New Hampshire. All rights reserved. Use the RGB artwork files PNG or JPEG provided when placing the UNH logo in your presentation University of New Hampshire. All rights reserved. Templates for various presentation tools are available at unh.edu/logo University of New Hampshire. All rights reserved.
25 Applications Favicon and Social Media 5.3 Favicon Short for "favorite icon," the favicon is also known as a shortcut icon, website icon, or bookmark icon. Typically it is a 16 x 16 pixel icon, of file type.ico. Browsers that provide favicon support display a site's favicon in the browser's address bar next to the page's name, in a list of bookmarks, or next to the page's title on a tab. 16px An approved UNH favicon can be accessed or referenced at: 16px Social Media Avatars for Main UNH Accounts When creating profile artwork for Facebook or Twitter, follow their current specifications. Currently Facebook requires a minimum size of 180 x 180 pixels, but displays at 160 x 160 pixels. Twitter currently requires a profile picture with a minimum size of 73 x 73 pixels which will display at size. Always use the provided artwork to create social media avatars. Social Media Avatars for Main UNH Accounts 73px 73px 11px 5px Social Media Avatars for Secondary Accounts 180px 40px 180px 1/4 ADMISSIONS 10px Social Media Avatars for Secondary Accounts Secondary Social Media Accounts should have the name of the entity displayed in Myriad font below the emblem. The name of the unit should be sufficiently abreviated to resonate when the avatar is displayed at a small size. 180px 25px 10px 180px 180px 40px Secondary avatars may utilize a solid colored background as long as the outline version of the emblem is used. 180px Facebook 1/4 ADMISSIONS 10px
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