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1 alumni Graphic standards

2 Ryerson University alumni Graphic Standards

3 Ryerson University Alumni Graphic Standards 4 Introduction 6 Logo Configurations 7 Logo Colour Palette 8 Protected Space + Minimum Size of the Logo 9 Incorrect Use of the Logo 10 Preferred Placement of the Logo 11 Name Usage Guidelines 12 Placement of the Logo on Stationery 13 Typography 14 Imagery 15 Advice + Approvals / alumni

4 Introduction The Ryerson University Alumni Graphic Standards booklet has been developed as a resource for those who create marketing and communications materials related to the Alumni Relations Office. This book operates as an addendum to the existing Ryerson University Graphic Standards Manual and incorporates Ryerson University s branding guidelines. The Ryerson University Graphic Standards Manual is still the overarching guide for Ryerson s branding standards, including those for the Alumni Relations Office. Visit for more information. By adopting graphic standards, we will ensure a clear and consistent application of the Ryerson University alumni logo and help build on our image and profile locally, nationally and internationally. These standards will allow us to have better control over our identity and the image we want to project. There will be one look and one voice so that our alumni will always be able to recognize our material, no matter where they see it. The new logo clearly represents alumni, helps alumni maintain a strong connection to Ryerson University and includes imagery that would strike an emotional chord with alumni from all eras. 4 Ryerson University alumni Graphic Standards

5 The new Ryerson alumni logo came about while implementing a new strategic plan in spring The Alumni Relations Office partnered with the Marketing and Production Department to produce its own unique visual identity. The full Ryerson University alumni logo is comprised of the existing Ryerson logo and a new alumni element that features Kerr Hall and the word alumni. Definitions The following are definitions for marketing terms used in this manual. logo a graphic design that is used as a continuing symbol for a company, organization or brand. It is often in the form of an adaptation of the company name or brand name or used in conjunction with the name. wordmark a standardized graphic representation of the name of a company, institution or product name used for purposes of identification and branding. brand identity how you would like the public to perceive your product or your brand. brand image the perception of a brand in the minds of other people. The brand image is a reflection of the brand personality or product. It is what people believe about a brand: their thoughts, feelings, expectations associated with a particular institution or company. note: definitions adapted from the American Marketing Association website, from Wikipedia and from about.com / alumni 5

6 Logo Configurations The Ryerson University alumni logo has two possible orientations: vertical and horizontal. Use the orientation that best suits the application. The preferred use of the logo is in two colours, on a white background. Alternate versions of the logo have been created in black and Ryerson blue for instances where technical or colour limitations prevent the use of the primary version. Logo Versions The primary, or preferred, use of the logo is two colour on a white background. Vertical option Horizontal option For printing in one colour, use the blue or black logo. 6 Ryerson University alumni Graphic Standards

7 Logo Colour Palette The colour palette used for the Ryerson University alumni logo is based on the print industry standard, the PANTONE MATCHING SYSTEM. The Ryerson colours are PANTONE 294 (blue) and 124 (deep yellow). When limited by technical or budgetary constraints, these colours may also be reproduced in CMYK, or process colour. For guidance or approval of colour selections, please see the contact information provided in the Advice + Approvals section. Blue Deep Yellow For printing jobs in one PANTONE colour, the logo must print in P294 (blue) or black. When using silk-screening, vinyl applications or other non-offset reproduction methods, colour must be matched as closely as possible to the Pantone standards. Please note, the same ink colour might appear slightly different depending on the paper stock selected. Coated stocks, uncoated stocks, paper finishes and paper colours reflect colours differently. In addition, the colour you see on your monitor or from colour laser output should not be used for visual matching. The PANTONE MATCHING SYSTEM is a print industry colour-matching standard. Colour shown on this page and in this manual has not been evaluated by Pantone, Inc. for accuracy and may not match Pantone s colour standards. For accurate standards, refer to the current edition of the PANTONE FORMULA GUIDE. PANTONE 294 Use for both coated and uncoated papers. CMYK C 100, m 56, y 0, k 18 RGB r 28, g 90, b 152 Hexadecimal 1c5a98 PANTONE 124 Use for both coated and uncoated papers. CMYK C 0, M 27, Y 100, K 6 RGB r 223, g 177, b 46 Hexadecimal dfb12e / alumni 7

8 Protected Space + Minimum Size of the Logo Keeping the logo isolated from other graphic elements and at a particular size helps preserve the clarity of the presentation. Minimum Protected Space A minimum amount of protected space should always surround the logo in order to separate it from headlines, text, imagery and the outer edge of the document. The protected space is defined by 1.5 times the x-height of the wordmark Alumni, as shown below. 1.5x 1.5x 1.5x 1.5x x 1.5x 1.5x 1.5x x 1.5x Minimum Size To protect the integrity and clarity of the alumni logo, the horizontal logo should be no smaller than 1.5 inches wide and the vertical version should be no smaller than 1 inch wide inch wide 8 Ryerson University alumni Graphic Standards

9 Incorrect Use of the Logo The consistent application of the Ryerson University logo is essential to building and maintaining brand identity. The logo should never be altered or redrawn in any way, and only approved digital artwork should be used in documents and on the web. While not an exhaustive list, the examples below illustrate some incorrect uses and deviations to avoid. THE SCHOOL OF INTERIOR DESIGN Do not rotate or vertically align the logo. Do not include additional text inside the logo. Do not change the colours in the logo. Do not distort or alter the proportion of the logo. Do not use portions of the logo. Do not change the logo configuration. Do not apply the logo to a background with insufficient contrast. Do not add other elements (like drop shadows) to the logo. Do not alter or redraw the logo. / alumni 9

10 Preferred Placement of the Logo The preferred placement of the logo is in the lower-right corner for documents, presentations, advertisements, brochures, etc. The main exception is the alumni stationery, which the Alumni Relations Office will order through the Marketing and Production Department. In instances where readability or emphasis is impaired by using the preferred positioning, the logo may be positioned in a more appropriate place. However, any placement must receive approval from the Marketing and Production Department prior to usage. In some applications, it may be appropriate to use the positioning of the logo to align text or graphics in order to integrate the logo into the layout. Using with Other Logos and Visual Identities The Ryerson University alumni logo appears in the bottomright corner with the guest logo appearing in the top left. If there are space restrictions, the alumni logo appears in the bottom-right corner with the guest logo appearing in the bottom left. Follow the minimum space requirements described in the Protected Space + Minimum Size of the Logo section. Generally, the logos should be placed as far apart from each other as is possible so they do not compete for prominence. 10 Ryerson University alumni Graphic Standards

11 Name Usage Guidelines The following guidelines refer to copy within marketing and communications material. The guidelines may be further adapted by the Marketing and Production Department as needed, but the objective is to be consistent when using the brand name. Brand Name Usage When referring to the staff unit for Alumni Relations at Ryerson, use Alumni Relations Office. Do not refer to the unit as a department, division, etc. Alumni Group Names Usage When using the alumni logo in conjunction with the name or logo of an alumni group such as the RUAA, an association, branch or chapter, the alumni group name should be typeset in Univers Condensed and should not encroach on the minimum protected space around the logo. Ryerson University Alumni Association Ryerson University Alumni Association / alumni 11

12 Placement of the Logo on Stationery The Ryerson University alumni stationery is shown here. All stationery orders are placed with the Marketing and Production Department. Please note, the layouts for stationery follow the placement guidelines for the Ryerson alumni logo, except in the case of the alumni business card, which is considered an exception. Alumni relations Alumni relations 350 Victoria Street, Toronto, Ontario, Canada M5B 2K3 adrianne kenmir Alumni Officer Office of University Advancement 350 Victoria Street, Toronto, Ontario, Canada M5B 2K3 Office: 415 Yonge Street, 9th Floor Tel: , extension 7863 Fax: Victoria Street, Toronto, Ontario, Canada M5B 2K3 Tel: Database Records: Fax: Ryerson University alumni Graphic Standards

13 Typography The wordmark in the Ryerson University alumni logo (i.e., the word alumni in the logo) is in a custom typeface that was created for use in the logo only. The typeface is not available for other text. Heading and Body Copy Typeface The recommended typeface that works well with the logo for headings, subheadings and body copy is the Univers Condensed family. It was chosen to lend a contemporary feel to Ryerson materials while complementing the graphic look of the logo. Use Arial Narrow if Univers Condensed is not available. You can use the following weights of Univers Condensed: This text is set in Univers 47 Condensed Light This text is set in Univers 57 Condensed This text is set in Univers 67 Condensed Bold Use Arial Narrow if Univers Condensed is not available: This text is set in Arial Narrow Regular This text is set in Arial Narrow Bold / alumni 13

14 Imagery Photography is an essential tool for communicating an appropriate brand image and personality about Ryerson s Alumni Relations Office. Use images that capture the positive and lifelong relationship between alumni and Ryerson, such as: groups of happy alumni socializing at special events, reunions, Alumni Weekend, convocation, etc. recognizable campus locations, such as the quad, campus buildings, etc. positive images from special events in previous years 14 Ryerson University alumni Graphic Standards

15 Advice + Approvals These standards have been developed for use as a resource by anyone responsible for the creation or implementation of communication materials. During that process, those creating the materials are responsible for managing the logo and graphic standards effectively within the guidelines presented in this supplement. Please note, additional information about the Ryerson logo is in the Ryerson University Graphic Standards Manual. Visit for more information. The Alumni Relations Office is happy to answer any questions you might have about: incorporating the Ryerson University alumni logo into your design ensuring your alumni group name appears correctly the appropriateness of selected photos or images proper reproduction and colour management name usage guidelines for copy If you have any questions regarding the alumni logo and the alumni name, please seek clarification from either your alumni staff contact or the Alumni Relations Office at and This manual and any addenda are available on the web: / alumni 15

16 Ryerson University, 350 Victoria Street, Toronto, ON M5B 2K3 Canada The Ryerson University brandmark is a registered trademark of Ryerson University. April 2008 (51620)

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