LOGO, COLOR PALETTE, & TYPEFACES

Transcription

1 DESIGN GUIDELINES

2 In 2012, The American University of Paris celebrates its 50th anniversary. To commemorate this momentus occasion, we are introducing a new logo which seeks to: Mark 50 years of excellence Create a visual representation of the University which blends tradition and modernity Transition to the use of full name The American University of Paris rather than the acronym AUP to increase awareness within the community at large Be eye-catching and stand out from our competitors, while bringing a fresh perspective to university branding

3 LOGO, COLOR PALETTE, & TYPEFACES 1: Main logo 2: Reversed logo dark background 3: Reversed logo pale background 4: Grayscale logo 5: B&W logo 6: Sizing the logo 7: Protection area 8: Logo color 9: Secondary colors 10: Typefaces

4 1 MAIN LOGO Designed to coincide with the 50th anniversary celebration of The American University of Paris, this typographic logo combines Franklin Gothic Extra Condensed with Baskerville Italic. The two fonts juxtaposed in the same logotype reflect a sense of modernity mixed with tradition, and both can be linked to Benjamin Franklin. The use of color acts as a suble reference to both the US s red, white and blue and France s bleu, blanc et rouge. The 50 years in red is designed to draw attention to the celebration of a rich history. Whenever possible, this is the preferred logo to use. The following pages contain alternative situations.

5 2 REVERSE LOGO DARK BACKGROUND When the logo is placed on a dark background, the main text should appear in white.

6 3 REVERSE LOGO PALE BACKGROUND The reversed logo with a blue The may be used on pale backgrounds provided that the word The is legible. On certain backgrounds the designer may chose the logo version where The American University of Paris is in white. See LOGO IN USE: B.

7 4 GRAYSCALE LOGO The grayscale version is to be used for documents that will be printed in black and white. The American University of Paris is 100% black. 50 Years is 60% black.

8 5 BLACK & WHITE LOGO In some contexts such as a solid colored background a two-color logo may be desireable where 50 Years in red would not make sense.

9 6 SIZING THE LOGO Any instance in which the logo is used should strive to achieve maximum clarity and legibility. The logo must always maintain its proportions and should never be stretched. Standard use of the logo size is 0.75 tall, and the height of the logo should never be less than 0.5 tall. The logo may be proportionally enlarged to any size as long as it has adequate breathing room around its borders. x-height = 0.5 in x-height = 0.75 in x-height = 1 in Never stretch or smoosh the logo. Always maintain proportions.

10 7 PROTECTION AREA The logo should always have room to breathe and text should never be placed flush next to the logo. The capital letter height of the first line of text should be used to gauge the minimum amount of protection area around the logo. THE AMERICAN UNIVERSITY 50 of PARIS YEARS The protection area must be as least the height of the first line of type (represented by blue box) x-height = 0.5 in THE AMERICAN UNIVERSITY 50 of PARIS YEARS x-height = 0.75 in THE AMERICAN UNIVERSITY 50 of PARIS YEARS Once Upon A Time THE AMERICAN UNIVERSITY 50 of PARIS YEARS x-height = 1 in The logo needs to breathe.

11 8 LOGO COLOR The logo consists of three colors: black (100%), blue (Pantone 646) and red (Pantone ). In some cases, when the logo is reversed, the blue and/or black text is substituted with white. This style guide is to be used to help determine the proper context for each. PANTONE 646 PANTONE C 74 M 30 Y 3 K 12 R 84 G 130 B 171 C 0 M 98 Y 100 K 29 R 164 G 30 B 32

12 9 SECONDARY COLORS The color palette has been chosen so that, when printed in four-colour process, the Pantone equivalent is very similar. When offset printing in one to three colors, it is advisable to use the Pantone references. PANTONE 159 PANTONE PANTONE PANTONE PANTONE PANTONE PANTONE C 1 M 74 Y 100 K 7 R 199 G 91 B 18 C 0 M 23 Y 100 K 0 R 255 G 193 B 0 C 65 M 12 Y 75 K 14 R 118 G 149 B 106 C 43 M 11 Y 76 K 0 R 157 G 177 B 82 C 47 M 0 Y 12 K 0 R 154 G 212 B 225 C 69 M 58 Y 53 K 18 R 98 G 98 B 104 C 21 M 16 Y 18 K 0 R 194 G 194 B 194

13 10 TYPEFACES The logotype consists of Franklin Gothic Extra Condensed, with the of in Baskerville Italic. The files are presented in a format where the type face will not be an issue and will work on all computers. Publications will continue their use of Franklin Gothic and VisageBook. The phrase: établissement privé d enseignement supérieur libre always appears in Visage Oblique. abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Franklin Gothic Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non. VisageBook abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non.

14 APPLICATION OF LOGO A: Brochures and Catalogues B: Letterhead + Business Card C: Merchandise D: Poster E: signature

15 A BROCHURES AND CATALOGUES Catalog AUP

16 B BUSINESS CARD + LETTERHEAD Firstname Lastname Title 118, rue Saint-Dominique Paris, France (33/1) XX XX XX XX Fax (33/1) XX XX XX XX name@aup.edu établissement privé d enseignement supérieur libre Cards are printed using the Pantone version of the logo, with the text in 100% black. Firstname Last name : Franklin Gothic Medium Title 1/2 : Franklin Gothic Book Address lines : Franklin Gothic Book Éstablissement privé... : Visage LP Book Oblique Printing checklist. The following needs updating for each card: - Name - Title(s) - Address - Phone number - Fax number - établissement privé d enseignement supérieur libre Siège social : 102, rue Saint Dominique Paris France Tel (33/1) Association régie par la loi du 1 er juillet 1901 SIRET Code APE 8542 Z

17 C MERCHANDISE THE AMERICAN UNIVERSITY 50 of PARIS YEARS THE AMERICAN UNIVERSITY 50 of PARIS YEARS

18 D POSTER (FOR EVENTS, PODIUMS, ETC.)

19 E SIGNATURE Name is bold Title is regular Text aligns with top of logo Use correct address Change phone number (no hyperlink) Change fax number (no hyperlink) Website should be hyperlinked (test link when complete)