Logo Use & Licensing Guidelines

Transcription

1 Logo Use & Licensing Guidelines For on-campus use only. Not for distribution to vendors. Rev

2 Washburn University Basics Color information How to obtain logos A Wordmarks B Horizontal B1 Vertical B2 Crest alone B3 Type alone B4 Return address B5 Adaptations B6 Ichabod C Graphic C1 Mirror image C2 Athletics W University seal Secondary logos Business cards Letterhead D E F G H Washburn Institute of Technology Basics Color information How to obtain logos AA Logos BB Logo BB1 Wordmarks BB2 Licensing Program policy

3 This manual is intended to promote consistency in the use of Washburn University identity marks. The identity marks have been designed to create legally protected visibility for the university name, services and activities and to distinguish Washburn from other institutions. The consistent use of the identity marks is imperative in creating a strong, unified image for the university. Please keep this manual as a reference. Addendum and replacement pages will be sent as usage standards are revised. Basics Identity marks, such as logos or their independent elements, may not be reproportioned, redrawn, distorted or altered in any way. Identity marks are to be used as registered, including the appropriate trademark designation. These marks may nor be incorporated into or combined with any mark, symbol or graphic to create a new mark. To maintain logo branding characteristics, do not place any other elements within a.25 inch area surrounding a logo. To allow for design enhancements, logos may be screened in the background of a document, such as a watermark. Color information The official Washburn color is Pantone 654 (blue). Washburn logos must be used in one of three color schemes: o Pantone 654 (blue); o Black; or o White (reversed-out), if used on a dark background When color usage is limited and Pantone 654 (blue) can t be used, print the logo in black. When using a 4-color format, the logo must remain blue, black or white. The color processes of CMYK (C=100 M=67 Y=0 K=38) or RGB (R=0 G=61 B=121) may be used to create a match of Pantone 654 How to obtain logos To obtain a licensed WU logo, a request to dena.anson@washburn.edu. Indicate which logo you would like to receive. Licensing policy restrictions apply.

4 Wordmarks Through the years, a variety of graphic images have been used to represent Washburn University, with one example being the Washburn family crest. B Advancements in electronic communication created the need for Washburn to update and revise our visual identity to be more adaptable to this medium. The current logo, adopted in 2005, retains the original symbol of the Washburn family crest with the flame in order to represent the university s tradition of academic excellence. The crest has been simplified and adapted to reflect the renewed strength and boldness of the university. Use of the logos Washburn logos are strong graphic elements designed to reproduce well in a variety of media. To maintain logo branding characteristics, do not place any other elements within a.25 inch area surrounding a logo. The logo must be used in Pantone 654 (blue) or black. If the logo is on a dark background, it is acceptable to use the logo reversed-out (white). All elements of the logo must be used in the same color. The elements should always be used together. The crest can then be used again as a graphic element without the name. Examples of adding the name of the College or the Schools are given in this section. The type font used is Garamond. This identity mark may not be incorporated into or combined with any other mark, symbol or graphic to create a new mark. Identity marks, such as logos or their independent elements, may not be redrawn, reproportioned, distorted or altered in any way. Identity marks are to be used as registered, including the appropriate trademark designation. Logos may be screened in the background of a document, such as a watermark, to allow for design enhancements. The consistent use of all logos is imperative in creating a strong, unified image for Washburn University.

5 Horizontal B1 Minimum width: 1.25 inches 1.5 in. Reversed-out version: Reverse-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black. Vertical B2 Minimum width: 1.25 inches 1.25 in. Reversed-out version: Reverse-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black.

6 Crest alone B3 The crest is registered and must inlude the symbol when used alone. Minimum width: 1.25 inches.5 in. Reversed-out version: Reverse-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black. Type alone B4 Minimum width: 1.25 inches 1.25 in. Reversed-out version: Reverse-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black.

7 Return Address B5 Return address For use as a return address label SW College Ave. Topeka, Kansas School of Business Horizontal logo Type is flush left with crest. SCHOOL of BUSINESS 1700 SW College Ave. Topeka, Kansas Horizontal logo Type is flush left with the word Washburn. SCHOOL of BUSINESS 1700 SW College Ave. Topeka, Kansas Vertical logo Type is centered below the word Washburn. SCHOOL of BUSINESS 1700 SW College Ave. Topeka, Kansas 66621

8 Adaptations B6 The name of a department, school or college may be incorporated into the basic logo. For information on the design process, contact Dena Anson,

9 Ichabod C The Ichabod is the official mascot of Washburn. While the image may be used in the context of a logo, the Ichabod is officially a graphic representation of the mascot. The Ichabod should not be used in place of the new logo or used as a substitution for the crest element of the logo. Use of the Ichabod To maintain logo branding characteristics, do not place any other elements within a.25 inch area surrounding a logo. The logo must be used in Pantone 654 (blue) or black. If the logo is on a dark background, it is acceptable to use the logo reversed-out (white). All elements of the logo must be used in the same color. This identity mark may not be incorporated into or combined with any other mark, symbol or graphic to create a new mark. Identity marks, such as logos or their independent elements, may not be redrawn, reproportioned, distorted or altered in any way. Identity marks are to be used as registered, including the appropriate trademark designation. Logos may be screened in the background of a document, such as a watermark, to allow for design enhancements. The consistent use of this logo is imperative in creating a strong, unified image for Washburn University.

10 Ichabod C1 Minimum width: 1 inch 1 in. Reversed-out version: Reverse-out Ichabod to white on dark backgrounds. Take into account the size of the Ichabod. Mirror image C2 Minimum width: 1 inch 1 in. Reversed-out version: Reverse-out Ichabod to white on dark backgrounds. Take into account the size of the Ichabod.

11 The W marks D Minimum width: 1 inch Reversed-out version: Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black. The university seal E Use of the university seal is exclusively reserved for official documents such as diplomas, transcripts, certificates, etc.

12 Secondary logos F Communications that represent the business of the university must incorporate one or more of the university s primary identity marks -- the Washburn name, the Washburn logo or the Ichabod. Many individual entities (schools, departments, organizations, etc.) have developed their own logo, motivated by the desire to distinguish their identities apart from their counterparts in other universities. Such visual identity elements are secondary logos. Use of the secondary logos A secondary logo must appear subordinate to the university s primary identity marks (crest, Ichabod or name wordmark). A secondary logo may not be used as a substitute for a primary identity mark (crest, Ichabod or name wordmark). A secondary logo may not be used by an entity to promote itself independently of the university.

13 Business cards G To ensure consistency of the Washburn identity, a standardized format has been developed for business cards. Approved designs are available from university mailing and printing services (UMAPS). Use of the university business card to promote private enterprise is not permitted. Name Name Title Dept. Building Room 1700 SW College Ave. Topeka, KS (785) 670-XXXX Fax: (785) 670-XXXX first.last@washburn.edu Name Name Name Name Title Dept. Title Dept. (785) 670-XXXX Fax: (785) 670-XXXX first.last@washburn.edu Building Room 1700 SW College Ave. Topeka, KS (785) 670-XXXX Fax: (785) 670-XXXX name.name@washburn.edu Building Room 1700 SW College Ave. Topeka, KS Name Name Title Dept. (785) 670-XXXX Fax: (785) 670-XXXX first.last@washburn.edu Building Room 1700 SW College Ave. Topeka, KS Name Name Title WSGA Washburn Student Government Association Building Room 1700 SW College Ave. Topeka, KS (785) 670-XXXX Fax: (785) 670-XXXX first.last@mywsga.com Athletics only Name Name Title Dept. Building Room 1700 SW College Ave. Topeka, KS (785) 670-XXXX Fax: (785) 670-XXXX first.last@washburn.edu

14 Letterhead H To ensure consistency of the Washburn identity, a standardized format is used for letterhead and envelopes. Approved designs are available from university mailing and printing services (UMAPS). Use of university letterhead or envelopes to promote private enterprise is not permitted. Department of History 1700 SW College Avenue Topeka, Kansas (785) Fax: (785)

15 Washburn Institute of Technology This manual is intended to promote consistency in the use of Washburn Institute of Technology identity marks. The identity marks have been designed to create legally protected visibility for the university name, services and activities and to distinguish Washburn Tech from other institutions. The consistent use of the identity marks is imperative in creating a strong, unified image for the school. Please keep this manual as a reference. Addendum and replacement pages will be sent as usage standards are adjusted. Basics Use Washburn Tech marks as the primary means of communicating the university s name by making it an element in any type of communication from the university. Identity marks, such as logos or their independent elements, may not be redrawn, reproportioned, distorted or altered in any way. Identity marks are to be used as registered, including the appropriate trademark designation. These marks may not be incorporated into or combined with any other mark, symbol or graphic to create a new mark. AA To maintain logo branding characteristics, do not place any other elements within a.25 inch area surrounding a logo. To allow for design enhancements, Washburn Tech logos may be screened in the background of a document, such as a watermark. Color information Washburn Tech logos must be used in one of four color schemes: o Pantone 654 (blue); o Pantone 654 (blue) and 124 (yellow); o Black; or o White (reversed-out), if used on a dark background When color usage is limited and Pantone 654 (blue) can t be used, print the logo in black. When using a 4-color format, the logo must remain blue and yellow; blue; black or white (reversed-out). Color processes are: Pantone 654 (blue): CMYK (C=100 M=67 Y=0 K=38) or RGB (R=0 G=61 B=121) Pantone 124 (yellow): CMYK (C=0 M=28 Y=100 K=6) or RGB (R=238 G=177 B=17) How to obtain logos To obtain a licensed WU logo, a request to dena.anson@washburn.edu. Indicate which logo you would like to receive. Licensing policy restrictions apply.

16 Logos BB In 2008, the management of Kaw Area Technical School shifted from Topeka Unified School District 501 Board of Education to be operated as a unit administered by Washburn University and governed by the Washburn Board of Regents. In 2009, the school was rechristened Washburn Institute of Technology, to signify an enhanced focus in providing post-secondary educational programs for emerging technologies. Several months later, the identity of the school was promoted with the introduction of a new logo, designed to retain the gold and blue color scheme and open circle theme of the KATS logo. The logo is a strong graphic element that will reproduce well in a variety of media. To maintain logo branding characteristics, do not place any other elements within a.25 inch area surrounding a logo. Washburn Tech logos must be used in one of four color schemes: o Pantone 654 (blue); o Pantone 654 (blue) and 124 (yellow); o Black, or o White (reversed-out), if used on a dark background When color usage is limited and Pantone 654 (blue) can t be used, print the logo in black All elements of the logo must be used in the same color. The elements should always be used together. This identity mark may not be incorporated into or combined with any other mark, symbol or graphic to create a new mark. Identity marks, such as logos or their independent elements, may not be redrawn, reproportioned, distorted or altered in any way. Identity marks are to be used as registered, including the appropriate trademark designation. Logos may be screened in the background of a document, such as a watermark, to allow for design enhancements. The consistent use of logos is imperative in creating a strong, unified image for Washburn Institute of Technology.

17 Logos BB1 Two color: Pantone 654 (blue) Pantone 124 (yellow) Pantone 654 (blue) Black Minimum width: 1.25 inches 1.25 in. Reversed-out version: Reverse-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black.

18 Wordmarks BB2 Horizontal Minimum width: 1.25 inches 1.5 in. Reverse-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black Vertical Minimum width: 1.25 inches 1.25 in. Reversed-out the logo to white on dark backgrounds. Take into account the logo size and the medium being used to determine if the logo should be used white, blue or black

19 Washburn University has established a licensing program to manage the use of the name, nicknames, abbreviations, logos, seals, mascots, slogans, anything confusingly similar to such, and other marks. Any marks used in reference to Washburn University, Washburn Institute of Technology or anything confusingly similar are subject to licensing requirements. Any products bearing the marks must be approved and must display the Collegiate Licensed Product label. The Washburn licensing program is designed to: Ensure that the names and trademarks licensed under the Washburn University program (Washburn University and Washburn Institute of Technology) are used appropriately, consistently, in good taste and with high-quality reproduction and to avoid misrepresentation of Washburn or Washburn Tech to the public. Allow the university to share in the benefits derived from the commercial use of its identifying marks. Establish a cooperative relationship with licensees to assist in the further development of a market of officially licensed products of Washburn University and Washburn Tech. Promote a relationship by which both Washburn University and Washburn Tech and their licensees will benefit. The director of business services is responsible for the Washburn licensing program. Washburn has partnered with Strategic Marketing Affiliates, Inc., (SMA) to assist in the management of the licensing program. SMA is responsible for the daily administrative activities generated by a licensing program, such as processing license applications, coordinating artwork approvals, collection of royalty payments and enforcement of trademark infractions. Strategic Marketing Affiliates, Inc Keystone Crossing Ste. 605 Indianapolis, Ind smaworks.com

20 Requirements of the WU licensing program Manufacturers, producers, service providers, retailers and any other entity that plans to produce or sell products with trademarks of Washburn Universtiy or Washburn Tech must be properly licensed before producing or selling emblematic merchandise, regardless of the intended use or method of distribution of the merchandise. All Washburn University and Washburn Tech organizations, departments, individuals and affiliates wishing to use or distribute products incorporating marks protected under the WU licensing program must purchase goods from a licensed vendor or become a licensee. Companies must obtain a license and artwork approval from SMA prior to producing, distributing or selling any products that utilize registered and common law trade names, trademarks and service marks of Washburn University and Washburn Tech, regardless of use or method of distribution. License information Licenses are issued by SMA. The license allows for the production of emblematic merchandise that will be sold by the licensee to retail establishments and/or merchandise requestors. Sample products are reviewed by SMA for quality and safety standards prior to the submission to Washburn for final approval. The standard royalty rate of 8 percent is included in the wholesale prices charged by the licensees. Washburn and SMA reserve the right to adjust this program and the respective fees as market trends permit. License regulations The names and marks protected in the Washburn licensing policy are to be used on products that are tasteful and of such a nature as to reflect positively on the image of the university. o The names and marks of Washburn University and Washburn Tech will not be used in the promotion of alcoholic beverages, tobacco, illegal drug products or products or services deemed to be of poor taste. o Washburn marks may not be used in any manner that suggests or implies endorsement of products, services, political parties or views of religious organizations or beliefs. Logos are to be used as registered, including the appropriate trademark designation. Logos may not be altered without the authorization of Washburn University and SMA. Departments and registered student groups may use certain logos for official business. o Departments requesting authorization for use within official university publications, letterhead and business cards, etc. should direct their requests to Dena Anson, director, university relations, or Kay Farley, director, bookstore.

21 o Departments may use the trademarks for in-house purposes such as stationery, business cards, letterhead, posters, signs, banners and other requests dealing with on-campus activities by following license use guidelines. Requests may be directed to the graphic designer in UMAPS. Departments do not have to pay a royalty fee on print products, such as letterhead, business cards, etc., whether produced by UMAPS or a licensed vendor off campus. o Printers are required, however, to complete the licensing process. o Designs must be approvedl prior to production. Submissions must be made online according to licensing guidelines. Washburn University or Washburn Tech names and logos cannot be used to endorse or promote a private group or business unless authorized by a formal contract or sponsorship agreement. Private companies are allowed to use university logos only after entering into a promotion-specific agreement with Washburn. Any use of marks that does not comply with Washburn s licensing and approval requirements will be considered unauthorized. o Merchandise produced without written authorization may be considered counterfeit and subject to all available legal remedies, including confiscation of the goods. An exception to the payment of royalty fees is granted for official uniforms of Washburn athletic teams, under the following terms only: o Uniforms are defined as apparel necessary to play the intended sport for the sporting event that bears the number of the player. o No exception is granted for athletic or sport themed replica or authentic items to be resold, donated, given or given in kind to the general public. o For official university uniforms to be exempt from royalty fee, the order must be placed on a university purchase order. The team numbers of the players must be on the order form, along with a statement that the uniforms are exempt from royalty charge. Orders not placed utilizing the university purchasing system will not be exempt from royalty fees. Frequently asked questions What is a trademark? A trademark is any logo, symbol, wordmark, nickname, letter(s) word or derivative that can be associated with Washburn University and Washburn Tech that can be distinguished from those of other universities, teams, mascots or organizations and are protected under Washburn s trademark licensing program. What is a service mark? A service mark indicates that the source or origin of the mark is for services (such as the provision of educational services) as opposed to goods (a sweatshirt). Service marks are subject to the same rules, use, protection and infringement policies.

22 What are examples of Washburn University trademarks? Washburn University trademarks include any graphic representation, symbol, drawing, official university seal, words or series of words and acronyms that have come to be associated with the university, its programs or intercollegiate athletic teams. These marks include, but are not limited to, designs that incorporate: Washburn University wordmarks: Bods Ibod Ichabods KTWU Lady Blues W (athletics department use only) Washburn Washburn Ichabods Washburn Institute of Technology Washburn Lady Blues Washburn University WU Washburn University marks: Crest Ichabod KTWU logo Law School Foundation logo Mulvane Art Museum logo School of Business logo School of Law logo School of Nursing seal Seal (official) Washburn University Foundation logo W (athletics department use only) Any designs which may cause confusion in the mind of the public are a direct infringement upon Washburn University trademark rights. What is the purpose of the Washburn licensing program? The purpose of the program is to ensure that names and trademarks of Washburn University and Washburn Tech are used appropriately, in good taste and with high-quality reproduction. The program seeks to avoid misrepresentation of Washburn to the public. Why must I purchase a product bearing the name or mark of Washburn University or Washburn Tech from a licensed manufacturer or retailer? All purchases of merchandise bearing names or trademarks protected under the WU licensing policy must be from licensed manufacturers or retailers. The licensees have agreed to supply the university with quality, safe merchandise and pay the university a royalty fee for providing products with the university marks. In exchange, the university has granted the supplier a unique opportunity to provide such merchandise.

23 Who needs a license? Manufacturers, producers, service providers, retailers and any other entity that plans to produce or sell products with the trademarks protected under the WU licensing policy must be properly licensed by the university before producing or selling emblematic merchandise, regardless of the intended use or method of distribution of the merchandise. Where can I find a list of approved licensees? The list of officially licensed vendors is continually being changed. Updates are issued and posted on a quarterly basis. For the most recent list, go to What products can be licensed? Anything, but Washburn University reserves the right to consider and approve any product or product category for license. This ensures products bearing trademarks protected under the Washburn licensing policy are of the highest quality and represent the university in a positive manner. Proactive review helps to identify products that may not be appropriate for Washburn trademarks, may be hazardous or present a liability concern. How do I know if a product is properly licensed? Washburn University and SMA are proud supporters of the Independent Label Program. All licensees are required to display the Collegiate Licensed Products label on their products either via a hangtag or a sticker. This label should also contain manufacturer information as well. What happens if a trademark is used without a license? The university is legally obligated to enforce its trademark ownership rights. SMA and university personnel work closely with federal, state and local law enforcement organizations to shut down illegal uses. The university and SMA will conduct periodic checks to ensure retailers are compliant with our licensing requirements. FAQs Do university departments have to pay royalty fees for print materials? Royalty fees are not required on print products (brochures, letterhead, business cards, etc.). Printers are required, however, to go through the licensing process and they must submit designs for approval. Questions as to whether royalties should be charged for a print item should be directed to Dena Anson, , or Kay Farley, Purchases by staff, faculty, students, alumni and friends: All Washburn organizations, departments, individuals and affiliates wishing to use or distribute products incorporating protected WU marks must purchase goods from a licensed vendor, regardless of the intended use or method of distribution of the merchandise.

24 Vendor and retailer FAQs How do I apply for a license? A license application can be found at If you have questions regarding the application, please contact SMA at (317) How can I acquire artwork/logos protected under the Washburn licensing policy?approved licensees have the ability access a Web page with authorized marks. What can Washburn and SMA do to assist the merchandising efforts of retailers who carry Washburn licensed products? If you are a retailer interested in carrying Washburn University licensed products, contact SMA at (317) to learn about promotional opportunities that may be available. Design / use FAQs: Can I use the portions of the crest, etc., or does it have to be the complete image? Logos are to be used as registered, including the appropriate trademark designation. Logos may not be altered without the authorization of Washburn University and SMA. Do the logos have to be used in either blue or black, or can another color be used? Other colors may be allowed, pending approval. Logos are to be used as registered, including the appropriate trademark designation. Logos may not be altered without the authorization of Washburn University and SMA. For more information For additional information concerning the university s licensing program or for assistance in determine appropriate uses for the university logos and marks, contact Kay Farley, , or Dena Anson, Licensing information is also at