Visual Identity Guide TEXAS A&M UNIVERSITY DIVISION OF MARKETING & COMMUNICATIONS

Transcription

1 Visual Identity Guide TEXAS A&M UNIVERSITY DIVISION OF MARKETING & COMMUNICATIONS

2 AGGIE MAROONNCOATED AGGIE MAROON-COATED AGGIE MAROON-COATED CMYK equivalent CMYK equivalent CMYK equivalent Quick-Reference Coated Color Palette for Print All colors shown in 4-color process (CMYK) equivalents, except Aggie Maroon and Pantone 873, metallic gold Primary Color SPOT COLOR (1 INK) UNCOATED C 27 M 86 Y 60 K 30 PMS Aggie Maroon Aggie Maroon CMYK PMS Cool Gray 11 PMS 873 PMS 877 Secondary/Accent Colors Primary Support Color M 25 Y 95 K 0 M 20 Y 95 K 46 M 36 Y 100 K 63 C 25 M 0 Y 100 K 80 PMS 7408 PMS 4495 PMS 1405 PMS 7498 PMS 308 C 7 C 100 M 9 M 10 M 0 M 80 Y 50 Y 33 Y 100 Y 30 K 24 K 72 K 49 K 5 PMS 4515 PMS 405 PMS 392 PMS 534 PMS 7447 C 6 M 0 M 3 M 9 M 6 Y 10 Y 23 Y 30 K 33 K 10 K 0 K 0 PMS 422 PMS 7528 PMS 468 PMS 7402 PMS 7503 M 2 K 68 Metallic Accent Colors SPOT COLOR CMYK = Cyan, Magenta, Yellow, Black. The four colors of ink used in the offset printing* process (4-color process). PMS = Pantone Matching System. The industry standard ink numbering system for offset printing (spot color). (1 INK) Metallic inks can not be simulated in CMYK process. C 100 M 5 K 47 C 60 M 58 K 19 M 12 Y 35 K 25

3 Quick-Reference Uncoated Color Palette for Print All colors shown in 4-color process (CMYK) equivalents, except Aggie Maroon and Pantone 873, metallic gold Primary Color SPOT COLOR (1 INK) UNCOATED C 27 M 86 Y 60 K 30 PMS Aggie Maroon Aggie Maroon CMYK PMS Cool Gray 11 PMS 873 PMS 877 Secondary/Accent Colors Primary Support Color Metallic Accent Colors M 25 Y 95 K 0 M 20 Y 95 K 46 M 36 Y 100 K 63 C 25 M 0 Y 100 K 80 PMS 7408 PMS 4495 PMS 1405 PMS 7498 PMS 308 C 7 C 100 M 9 M 10 M 0 M 80 Y 50 Y 33 Y 100 Y 30 K 24 K 72 K 49 K 5 PMS 4515 PMS 405 PMS 392 PMS 534 PMS 7447 C 6 M 0 M 3 M 9 M 6 Y 10 Y 23 Y 30 K 33 K 10 K 0 K 0 PMS 422 PMS 7528 PMS 468 PMS 7402 PMS 7503 *offset printing refers to work performed by commercial printers M 2 K 68 SPOT COLOR (1 INK) Metallic inks can not be simulated in CMYK process. C 100 M 5 K 47 C 60 M 58 K 19 M 12 Y 35 K 25 CMYK equivalent CMYK equivalent CMYK equivalent AGGIE MAROON-UNCOATED AGGIE MAROON-UNCOATED AGGIE MAROON-UNCOATED

4 Color Palette for Desktop Publishing If you are using Microsoft Word or Publisher formats which are typically not accepted by commercial printers your final product will most likely be printed on a color laser printer, or perhaps be published to a PDF file. In these instances, you ll want to reference the RGB (red, green, blue)guide below. For convenience we are including hexadecimal color codes (Hex), which are used in web site development. For information specific to properly branding university web sites, consult brandguide.tamu.edu. Primary Color RGB Hex RGB Hex 332C2C Aggie Maroon PMS Cool Gray 11 Secondary/Accent Colors Primary Support Color RGB Hex F4AF00 RGB Hex 6C491D PMS 7408 PMS 1405 PMS 7498 RGB Hex 836E2C RGB Hex 7E7A00 PMS 4495 PMS 392 PMS 534 Metallic Accent Colors Metallics colors cannot be simulated in RGB or Hex RGB Hex 4F552A RGB Hex 1D3362 Type Tips Typography is a subtle but impactful way of giving your pieces a professionally-branded look. However, like color, font selection depends upon your method of production commercial printing, desktop publishing, or web site posting. Always use the Brand Fonts for commercial or offset printing. The Aggie Fonts package can be purchased through the university s Computing & Information Services (see contact information on inside back cover). Our Brand Fonts include a serif family: New Baskerville, sans serif family: Frutiger, headline/specialty font: Aachen, Regular, and a script font: Sloop, Script Medium One. When producing work for in-house or laser printing, or for work that will be posted online, use the alternate fonts listed below. Script fonts are intended for invitations and formal pieces. Headline/specialty fonts should be used for emphasis. Use both fonts sparingly. RGB Hex RGB Hex 5F574F PMS 7503 PMS 405 PMS 308 RGB Hex EEE1C6 RGB Hex 8F8F8C PMS 468 PMS 422 PMS 7447 RGB RGB Hex E7DED0 Hex EDDD9E PMS 7528 PMS 7402 PMS 4515 RGB Hex RGB Hex 5B447A RGB Hex B7A66D OUR Brand Fonts or or or or When referring to the color palette, don t feel you have to use the entire color palette in a single piece. Visit the brand guide site to see tips on incorporating the color palette into your work.

5 Visual Identity Guide Branding To understand branding, first know that a logo isn t a brand, but a symbol that represents a brand. Our brand encompasses much more than how we look it s everything we do and say, as well. To put it simply, our brand is our reputation. It s what others think when they hear the words Texas A&M University. While our Brand Guide addresses the big picture, the Visual Identity Guide focuses entirely on how we look. Following these guidelines allows each department to work independently, while maintaining a consistent, professional image across colleges, departments and divisions throughout the university. They re not meant to hinder progress or compromise creativity. The goal here is simple: to strengthen the Texas A&M University brand. We hope this guide provides the information you need to keep your work moving forward, while implementing the university s visual branding efforts. Terms to know regarding Texas A&M University branding: Brand (noun) = our reputation, combined with our promise Brand Promise = modeling our core values* in all that we do Brand (verb) = branding is the action of visually marking our material Identity = what our brand looks like (logos, stationery, Web sites, etc.) Logo = symbol used to represent one s brand (may also be called mark ) Brand Equity = the positive aspects our brand now represents Brand Ambassador = you! (your work directly impacts our brand) *Excellence Integrity Leadership Loyalty Respect Selfless Service I urge you to review the guide and adopt it for all your internal and external print communications. This is an important initiative and I ask for your full support. Dr. Elsa Murano, President Texas A&M University Talking Points We know you re often caught in the middle when it comes to branding issues, so here are a few bullets to use when asked why your department is making an effort to implement branding: A strong institutional presence involves a consistent and readily identifiable image. This effort is intended to strengthen our brand. Vision 2020 wants us to be a top 10 public university. We need to start looking like one and this takes a universal effort. A clear and consistent identity is a visible means of communicating the university s commitment to excellence. The database built to manage stationery for all university offices, colleges, departments and divisions requires a standardized layout. This is to ensure consistency and make the ordering process more efficient and economical. The university seal is restricted to correspondence from the president s office and official documents, such as diplomas and some certificates. New print material, presentations or signage may not use the seal. As a last resort... blame the Division of Marketing & Communications. OUR BRAND

6 brandguide.tamu.edu Here you ll find logos and marks to download. These ten marks are available in.ai,.pdf and.jpg file formats. The file names include.08. the year of this publication which ensures you have the most recent version. Black & white versions are also available on this site. PRIMARY MARKS SECONDARY MARKS Primary Mark first choice atm atm box Alternate Primary Mark second choice atm no bevel atm box no bevel Stacked Primary Mark Only for special circumstances (t-shirts, incentive items, etc.) atm gray outline (Pantone 422 gray) atm box gray bevel (Pantone 422 gray) NOTE Any material designed for audiences outside the university must prominently feature the primary mark. A&M Wordmark Use original artwork only. Do not attempt to redraw, distort, stretch or alter in any way (see page 8). All marks may reverse or knock-out from a solid background. Just make sure the background is dark enough to show the contrast. Marks may also print black + white when color printing is not feasible. The term bleed refers to an image printing off the edge of the page. The primary mark may bleed off the right edge of a page, and the ATM box logo may bleed off the top of a page, when desired. No other marks may bleed.

7 Visual Identity Guide Identity Visual Identity, sometimes called graphic identity, refers to logos, fonts, photo usage all the visual elements that make up an organization s look. The key to maintaining a strong identity is using consistent elements across all media. The only way to ensure consistency among such a vast collection of offices, colleges, departments and divisions is to provide one source for artwork. That s where the Division of Marketing & Communications comes in. Terms to know regarding our identity: Logo = the ATM symbol familiar to us, but not yet known world wide Wordmark = mark consisting of a precise arrangement of letters/type (aka logotype ) Primary Mark = official mark; combination of logo and wordmark, contained in a rectangle Alternate Primary Mark = primary mark not contained in a rectangle (aka floating ) Details Here are the minimum sizes* in which our logos and marks should appear in print. Remember to size proportionately (make sure X and Y axes are locked). For your convenience, we show the minimum size with both horizontal (wide), and vertical (tall) measurements. 1.5 wide (.36 tall) OUR LOGOS Stacked Primary Mark = elements of the primary mark arranged vertically (limit use) Area of Isolation This refers to the space around a logo or mark that must be clear of type or imagery in order to give the mark sufficient presence. Also, don t allow the marks to be any closer to the edge of the paper than this space (at a minimum)..57 wide (.47 tall).67 wide + tall x.28 wide (.23 tall).38 wide + tall x Use this space as a point of measure, regardless of size of logo x x x.95 wide (.23 tall) * When appearing on promotion/incentive items with limited imprint areas such as pens, USB drives, etc., marks may print smaller.

8 gsnet.tamu.edu Go to this site to order stationery items online. Print Acquisition, in the Department of Strategic Sourcing & Purchasing Services, manages this web site and oversees all university printing. Contact their office with any questions regarding printing: Once on the site, select Order TAMU Stationery. Here you ll find two categories: Administrative Offices/Divisions and Colleges. For System groups and Agencies select Order Specialty Stationery. This is one time when you may actually need an org chart. The site will then guide you to select your items and complete an online form, so have information like titles, phone numbers, and addresses handy. NOTE To place orders through gsnet.tamu.edu, you must have a valid Stores Account with online access. Items available for ordering online at gsnet.tamu.edu: buck slips note pads mailing labels (on Avery stock templates) note cards (flat) water-marked stationery* No. 10 envelopes (1- and 2-color) business cards business reply envelopes note cards (folded) With each layout, you will have the opportunity to preview a PDF before placing your order. *Also available in monarch sizes

9 Visual Identity Guide Identity System Stationery especially business cards can be an extremely personal and sensitive issue to a group or individual. Keep in mind it s the university s identity that we are promoting here. With a collective effort, we re more likely to be successful making one identity known world wide (and thus all the affiliated units), than 600 different names, logos and identities. Consistent imagery strengthens the university brand. The university stationery system is designed to ensure consistency across all Texas A&M communications. Terms to know regarding our printed material: Stationery = letterhead, business cards, envelopes, labels (you get the idea) Buck Slip = note pad imprinted with actions or routing information to check Note pad = sometimes mistakenly called buck slip, this has a blank writing area Personalized = adding an individual s name and relevant information (letterhead, note pads, etc.) Identity System = letterhead, business cards, envelopes... all stationery items Collateral = additional printed material, such as brochures, fact sheets, fliers Terms to know regarding our audiences: Campus Audience = people on campus, such as students, faculty and staff Internal Audience = people within the Texas A&M University System External Audience = everybody else FAQs Why do we have to order our stationery through Print Acquisition? The Department of Strategic Sourcing & Purchasing Services executed an ambitious RFP that resulted in securing one vendor to print all stationery. This move will not only help to keep the university s stationery consistent throughout all units, it will also substantially control costs. The letterhead feels thin. Why are we using what feels like cheap paper? Strathmore Script 100% recycled was selected because it is an environmentally responsible choice. The printed statement at the bottom of the letterhead may help to allay judgement. Need a more compelling reason? Our university prints more than 178,000 sheets of letterhead and 228,000 business cards each year (and these are conservative estimates!). These two items of stationery alone represent 27,000 POUNDS of paper. That s about 13,500 TONS. Nuff said. Can I print two-sided business cards? Only dual language cards are permitted to print two-sided. The foreign language side must mirror the English language side with regard to layout and color. OUR stationery NOTE Pieces created for external audiences must prominently feature the primary mark. Pieces for internal and campus audiences may place the primary mark in a supporting position (i.e. back cover). Can I put my own logo on my stationery? Please see next section, our brand architecture.

10 SUB-BRAND Sample Layout CO-BRAND Sample Layout DEPARTMENT OR DIVISION NAME logo prints in Aggie Maroon and/or Cool Gray 11 of equal size and weight to primary mark DEPARTMENT OR DIVISION NAME DEPARTMENT OR DIVISION NAME Physical address 1234 TAMU College Station, TX Tel Fax First Name Last Name Title Title Physical address 1234 TAMU College Station, TX Tel Fax logo prints Cool Gray 11 and is centered under primary mark name, title block, flush left address, phone, block, flush right logo prints in Cool Gray 11 and is centered under primary mark, not to extend above address line physical address 1234 TAMU College Station, TX Tel Fax Using Strathmore Writing 100% Recycled Fiber paper eases pressure on forest resources. DEPARTMENT OR DIVISION NAME physical address 1234 TAMU College Station, TX Tel Fax Using Strathmore Writing 100% Recycled Fiber paper eases pressure on forest resources. Regarding brochures and other collateral: The university s primary mark should always appear prominently, with the sub-brand in a supporting position (i.e.: primary mark on cover, sub-brand on back cover with contact information). However, when the intended audience is acutely focused on the industry, the sub-brand may be emphasized. Regarding brochures and other collateral: Co-brands typically refer to agencies and organizations in partnership with the university, and the two should be given equal weight. But, if the dueling logos detract from your message, contact the Division of Marketing & Communications to discuss solutions. It could be that industry focus and/or funding may determine the emphasis.

11 Visual Identity Guide Multiple Brands After decades without a comprehensive identity guideline, it s no wonder Texas A&M University has literally hundreds of logos circulating the globe. Often, a group feels it needs a logo in order to stand out, or to illustrate a quality relative to their expertise. But what they overlook is the fact that they already have a logo and visual identity that sets them apart from their peers. No other group in their field can claim the Texas A&M University brand. If all those different logos had incorporated the Texas A&M identity, our logo may not be mistaken for an Automatic Teller Machine in certain parts outside Texas. Research has proven that identity recognition can be achieved through repeated exposure of a consistent image. So, it stands to reason that a consistent image is paramount in building Texas A&M s brand. Logic To ensure that your printed pieces will immediately be identified as part of Texas A&M University: Incorporate the primary mark in all your material Use Aggie Maroon and Cool Gray 11 when limited to 2-color printing Aggie Maroon Cool Gray 11 Our BRAND ARCHITECTURE Many groups within the university recognized long ago the power of branding, and absent a university guideline worked to build their own brand and identity system. The unfortunate consequence is a perceived separation from Texas A&M University. Changing the logo colors to Aggie Maroon and Cool Gray 11 would be one way to more closely align those brands with Texas A&M. Identify your group in type with the primary mark or alternate primary mark as the logo. Terms to know when working with multiple brands at Texas A&M: Master Brand = Texas A&M University Co-brand = system agency or group jointly affiliated with the university Sub-brand = college, department or group under the university umbrella DEPARTMENT NAME HERE DEPARTMENT NAME HERE TWO LINES Frutiger, All-caps New Baskerville, All-caps NOTE If your group s purpose is intended for the benefit or consumption of an on-campus audience exclusively, you may choose to use a unique identity that sets you apart from other campus-focused organizations. It is strongly recommended that any logo created for on-campus use be designed using one or both of the brand colors (see right). Your layout and design can distinguish you from other campus groups, but your logo design should be made up of the brand colors. Internal marketing pieces may use the ATM with the group name

12 Visual Identity Guide A Few Don ts Nothing says unprofessional like a stretched or altered logo. Take a look at the examples on this page, and please avoid making these mistakes. If you don t see anything wrong with these, step away from the mouse and call for help. These don ts apply to all university marks, not just the examples shown here: FYIs You know by now that the primary mark may not be altered in any way. But, we want to make you aware of two exceptions. Texas A&M s branch campuses each use a custom primary mark. DON T squeeze it DON T stretch it TEXAS A&M UNIVERSITY TEXAS A&M UNIVERSITY DON T use a font to recreate it (not even New Baskerville or Georgia) The T-star is an athletic mark and limited to use by the Athletic Department only. The slogan and logo Welcome To Aggieland is part of an advertising and marketing campaign promoting the university in general, emphasizing the core values. DON T put anything behind it DON T put anything on top of it DON T use it to create another logo

13 Line Space Line Space Line Space Line Space Visual Identity Guide Many have implemented the Brand Guide signature, showing committment and support of the brand initiative. However, some feel that it takes up more space than necessary, especially when s are sent within a department, via cell phone, or when printed. A secondary option is show below. Just remember that your is professional correspondence that impacts our brand. Primary Full Name Title Department Texas A&M University Address Mail Stop College Station, TX Tel Cell Fax It s Time for Texas A&M 10 pt Arial Bold, black 10 pt Arial, black 10 pt. Arial Bold Italic, maroon Resources PRINTING Department of Strategic Sourcing & Purchasing Services Print Acquisition Phone Web gsnet.tamu.edu FONTS Computing & Information Services Software Evaluation & Licensing Library (SELL) Phone Web cis.tamu.edu Search fonts to link to Aggie Fonts To purchase script font Sloop go to: TEXAS A&M BRANDING Division of Marketing & Communications Marketing signature and resource list secondary Line Space Line Space Full Name Title Department Texas A&M University 2 spaces before and after divider Mail Stop College Station, TX Tel Cell Fax Departmental Slogan 9 pt. Arial Bold, black, 9 pt. Arial black 9 pt. Arial Bold, black maroon Phone Web brandguide.tamu.edu A MUST READ The Brand Gap by Marty Neumeier See a slideshow of the book at: slideshare.net/coolstuff/the-brand-gap

14 DIVISION OF MARKETING & COMMUNICATIONS K