GRAPHICS STANDARDS MANUAL

Transcription

1 GRAPHICS STANDARDS MANUAL RE-ISSUED AUGUST 7, 2005

2 CONTENTS Boca Christian Brand 3 Logo Color : Full Color Standards 4 Logo Applications 5 Special Applications 6 File Formats 7 Color Explanation 8 2

3 BOCA CHRISTIAN BRAND The Boca Christian BRAND The Boca Christian brand is a powerful marketing asset. The purpose of a brand is to build a relationship with potential and current constituents and provide a guide to help them make buying decisions that favor Boca Christian. In order to ensure that a consistent and professional image is projected at all times, it is critical that careful attention is paid to the proper use of Boca Christian logo, typefaces, color palettes and their applications. Whenever used, these brand elements should always be in accordance with the Boca Christian standards as described and illustrated in this guide. This guide will assist those who develop the materials that help build and reinforce the identity of Boca Christian. The Boca Christian logo consists of two elements: the Boca Christian wordmark and Boca Christian tagline. These elements and their relationship to one another should not be altered in any way. It is permissible to use the Boca Christian wordmark without the tagline. Examples of this might include promotional materials or signage. tagline wordmark 3

4 LOGO COLOR : FULL COLOR STANDARDS PMS (Coated) PMS (Uncoated) 124 C 357 C 7406 U 357 U Color is a fundamental element of the Boca Christian brand. Adhere to these color standards to achieve the best results. PANTONE Boca Christian s official school colors are based on the Pantone Matching System (PMS). When vendors request your school colors, you should provide them with these PMS numbers as a reference. Since the same ink color will appear different when printed on uncoated versus coated paper there are two different sets of PMS numbers. Use the coated (C) colors when printing on coated stock and the uncoated (U) colors when printing on uncoated stock. CMYK RGB C0 M23 Y92 K4 C100 M100 Y0 K70 R230 G180 B74 R0 G76 B37 CMYK (4-color process) While PMS colors are the true colors of your logo, CMYK offset printing is the reproduction method most commonly used. This CMYK version uses 4-color builds to simulate the actual PMS colors. Use this version for desktop publishing applications or for artwork printing in 4-color process. RGB For digital applications, the RGB color spectrum is used. These versions of your logo should only be used for web, TV or other broadcast media. 4

5 LOGO APPLICATIONS Boca_process.eps 4-color (CMYK) 4-color publications Illustrator EPS (vector art) Boca_2C_PMScoated.eps 2-color (PMS coated) 2-color publications Illustrator EPS (vector art) Boca_2C_PMSuncoated.eps 2-color (PMS uncoated) 2-color publications Illustrator EPS (vector art) Boca_1C.eps 1-color (B&W) 1-color publications Boca logo_gray.tif Boca_1C_Reverse.eps 1-color, dark background Illustrator EPS Boca RGB.jpg RGB Usage On-screen applications such as Web, Video and Power Point Photoshop JPG Approved Colors: Green= #004C25 Gold= #E6B44A 5

6 SPECIAL APPLICATIONS EMBOSSING OR ENGRAVING In a handful of circumstances (such as embossing or foil stamped) you may be required to provide your logo in a single color with no halftones. In this case, provide the vendor with the Boca_1C_flat.eps version. EMBROIDERY PLASTIC AND OTHER SPECIAL SURFACES For embroidery, have the vendor match the thread colors visually to the school logo colors. In cases where the school colors are unavailable, white may be used. Tagline should not be replicated in small, embroidered instances. WEB/ON SCREEN For use on the web and television media, use.jpg. OTHER USAGES The logo may also appear on other promotional materials such as mugs, pens and lanyards. The graphics standards should apply in all cases. 6

7 FILE FORMATS There are many different digital graphics file formats. Luckily, there are only a handful of formats common to most programs. Below is a list of the formats you may encounter with comments:.eps (Postscript) is a digital format engineered for high-end output. This is the format most often requested by vendors, and the most powerful in terms of its flexibility. It is compatible with all of the professional graphics/layout programs and is also supported by a limited number of office programs. However, not all EPS files are created equally: there are both vector AND raster versions of this format..tif is a raster-based format that is sometimes used for high-end printing. It is most appropriate for pictures, not logo artwork..gif and.jpg are both raster-based formats that take advantage of compression technology to reduce file size; they were originally developed for use on the web. GIFs and JPGs can be imported by the widest variety of programs but are not scalable and can t be merged with other backgrounds. VECTOR VS. RASTER Most digital graphics files fall into one of two categories, vector or raster. VECTOR files contain mathematical instructions used to draw the outlines that create the artwork. If the artwork is resized, the computer can recreate it at this new size just as precisely as the original, with no degradation of quality. The vector file type is most appropriate for typography, logos, and some kinds of illustration styles using simple blends and fields of color. RASTER (or bitmap) files are comprised of rows of tiny colored dots (pixels) that create a larger image. Raster files are literally a digital picture of the original subject matter. Raster artwork is rather restrictive: it cannot be resized without loss of quality and is usually quite large in file size. An advantage of the raster format is the amount of detail and different colors it can contain. Photography will almost always be raster artwork, but it is not the preferred format for graphics such as logos. 7

8 COLOR EXPLANATION There are three common color systems for print and multimedia. Each system is used in conjunction with a specific kind of reproduction process. CMYK color is the standard system for offset printing. The four colors that are used in CMYK printing (cyan, magenta, yellow and black) can be overlapped in different ways to create a reasonable representation of the visual spectrum. Most collateral and other printed materials utilize CMYK colors. PANTONE (PMS) colors are commonly used on company stationery, where it is important to consistently reproduce one or more school colors across several different pieces. Metallic colors are impossible to duplicate any other way than with metallic PMS ink. It is usually preferable to reproduce your logo using PMS colors whenever possible. RGB color is used on the web and for new media where a monitor or tv will be the viewing device. There is a small subset of the millions of available RGB colors specifically targeted to the web. This websafe color palette contains only 216 colors, but these are guaranteed to display well on low-end computers. Whenever possible, the RGB builds used to create your logo are chosen from one of the colors in the web-safe color palette, even though this may mean picking a color that varies slightly from the original PMS school color. In addition to the three color systems, your logo has also been provided in black and white for special uses. COATED VS. UNCOATED The paper used in offset printing will affect how color appears. Uncoated papers will make a color seem dull and faded, while the same color will appear rich and dense on coated papers. Sometimes a slight variation of the target school color will be chosen for use on a particular stock in order to make the printed color appear more consistent across all collateral. The logo files created for you may have the word coated or a uncoated at the end of the file name. Use these on coated and uncoated papers, respectively, to achieve the most consistent overall results. 8