Graphic Standards Manual. Office of Strategic Communications and Public Relations SUNY Polytechnic Institute 257 Fuller Road, Albany, NY 12203

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1 Graphic Standards Manual Office of Strategic Communications and Public Relations SUNY Polytechnic Institute 257 Fuller Road, Albany, NY 12203

2 Introduction SUNY Polytechnic Institute s graphic standards manual is a resource for all members of the Institute community and the vendors that support our communications efforts. This manual was developed to ensure clear, consistent and appropriate use of the Seals and Logo types approved during the academic year and the various elements, typography and color palettes. These guidelines are the official SUNY Polytechnic Institute policy related to any and all graphic representation of the Institute, its schools and colleges, programs and more. Why This Manual is Important A visual identity is important in shaping the institutional image and reputation of SUNY Polytechnic Institute. The more consistently the graphic elements are used, the stronger the brand. The stronger the brand and use of consistent nomenclature, the greater the awareness and recognition of the Institute. The most important principles in creating a strong brand are consistency, frequency and repetition over time. Therefore, despite various preferences among our users, it is critical that the SUNY Polytechnic Institute community adopt a strong, consistent use of official seals, logos, typography, color and other elements and that the Institute limits the number and type of variations used by its units. SUNY Polytechnic Institute funds will not be allocated for items that are not in compliance with the standards as set forth in the this Standards Manual. Need Help? SUNY Polytechnic Institute policy dictates that any communications material intended for external audiences must be developed and produced under the guidance of the Office of Strategic Communications and Public Relations. This includes but is not limited to web, print, social media, signage, and more. For additional information or further clarification of the Institute s graphic standards, please contact the Office of Strategic Communications and Public Relations by at jgretzinger@sunycnse.com. 3

3 Definitions One of the challenges in creating a manual for communications is using word choices that make sense to the reader. To help in that process, the following glossary provides definitions for terminology used throughout this manual. Logotype: A distinctive organizational signature that combines a circular logo with the name of the Institute, College or Department. The logotype is approved for use in most communications materials. Logo: A circular symbol, sign, or representation of a college or department. Logos are a subset of the logotype, only more simplistic in that they are not locked in a combination with text. The logo, by itself, is approved for limited use in signage and merchandising under the strict supervision of the Office of Strategic Communications. Seal: The Seal finds its roots in the device used for making an impression in wax, paper, or some other medium. The original purpose was to authenticate a document, therefore, the SUNY Polytechnic Institute or College Seal is a combination of Logo and Name elements enclosed within a circle to be used in formal communications such as diplomas, proclamations and contracts, for example. 4

4 Official Institute Seal The official SUNY Polytechnic Institute is to be used for formal publications only. These publications include, but are not limited to, materials related to official Institute events such as Diplomas, Proclamations, Commencement Exercises, Faculty Convocation, etc and materials issued from the Office of the President and CEO. Note: It is not permissible to use the formal marks for any other publications without prior permission from the Office of Strategic Communications. 5

5 Wordmark Wordmark: A Wordmark is a distinctive text-only typographic treatment of the name of the Institute, College, or program name used for purposes of identification and branding. The distinguishing characteristic of the wordmark is the custom kerning of space between the letters Y and T. The logotype is approved for use in most communications materials. SUNY Polytechnic Institute identity system includes a set of two logotypes made of type only. They are intended for use in small or limited-space publications. 6

6 Official College Logotypes Tertiary logotypes have been developed for the various colleges. They must always appear in one color, PMS 288 Blue. Black or occasionally white (when printed on a high contrast background.) Proper usage of white logo on a high contrast background. Improper usage of white logo on a light colored background. 7

7 Official College Logotype Spacing The relationship between logo and type should never be altered and must adhere to the sizes, spacing and ratios noted on this page. The SUNY Polytechnic Institute should always appear with the minimum area of at least 5X clear space around the logo. It is essential that the logotype remains free of all graphics, taglines, identities and photography. 8

8 Logotype Restrictions The SUNY Polytechnic Institute identity system must not be altered or manipulated. Always present the logo fully, being clearly visible. The examples to the right illustrate some of the most common application errors. Do not... alter or partially cover the logo. alter the proportions, position or letter spacing. stretch, condense, distort or separate logo elements. alter the color or add effects (drop shadow, glow, etc). replace the logotype with another typeface. place an image within the logotype. rotate (vertically, horizontally or diagonally) or flip. The logotype cannot be used as part of a sentence. The correct way to do this is to use text in the headline, and place the logotype elsewhere on the page. 9

9 Official College Seals The College Seals finds their roots in the device used for making an impression in wax, paper, or some other medium. The original purpose was to authenticate a document, therefore, the College Seals are a combination of Logo and Name elements enclosed within a circle to be used in formal communications such as diplomas, proclamations and contracts, for example. New Seals may not be produced without the expressed permission from the Office of Strategic Communications. Note: It is not permissible to use the formal marks for any other publications without prior permission from the Office of Strategic Communications. 10

10 Official College Seal Spacing The relationship between elements within the Seal should never be altered and must adhere to the sizes, spacing and ratios noted on this page. The Seal should always appear with the minimum area of at least one x border around the logo or seal (as is displayed). It is essential that the Seal s clear remains free of all graphics, taglines, identities and photography. 11

11 Seal Restrictions The Seal must not be altered or manipulated. Always present the Seal fully, being clearly visible. The examples to the right illustrate some of the most common application errors. Do not... alter or partially cover the Seal. alter the proportions, position or letter spacing. stretch, condense, distort or separate Seal elements. alter the color or add effects (drop shadow, glow, etc). replace the Seal with another typeface. place an image within the Seal. rotate (vertically, horizontally or diagonally) or flip. 12

12 Subbrand A tertiary logotype for the Children s Museum of Science and Technology has been developed. This must always appear in one color, PMS 288 Blue, Black or occasionally white. The logo, by itself, is approved for limited use in signage and merchandising under the strict supervision of the Office of Strategic Communications. 13

13 Color Palette The Primary and Secondary Brand colors are PMS Blue 288 and PMS Gold 124. The SUNY Polytechnic Institute logos, logoytypes and Seals should not be reproduced in any other colors. If these official colors are not available, both black and white are permitted with the official colors as a complement or as a substitute if printing in only one color. The signature color for the SUNY Polytechnic Institute is PMS 288. When possible, this color should be used in communications material. A palette of shades, compounds and complimentary colors have been identified for official use in developing materials that need to compliment the official Institute Blue and Gold. 14

14 15 Complimentary Color Sets

15 Typography The consistent use of these typeface families will ensure a strong brand that is instantly recognizable and increasingly memorable. The SUNY Polytechnic Institute Seals and Logotypes were developed using Friz Quadrata and should never be replaced with another font. For professionally-produced communications, a secondary font called Azo Sans has been approved for use. For everyday use, the Office of Strategic Communications recommends the use of the following typefaces: AGaramond Helvetica Any variation of a typeface family: regular, light, condensed, bold and italic are permitted. 16

16 Signature The following is the only approved signature for staff and faculty. First Name Last Name Title Address Line 1 Address Line 2 Office: Cell: Fax:

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