DeVry University Brand Guidelines

Transcription

1 DeVry University Brand Guidelines

2 DeVry University Brand Guidelines Contents Branding DeVry University 1 Introduction 2 Logo 3 Background Art 18 Color Palette 37 Paperstock/Fonts/Typography 42 Photography 50 Graphic Elements 53 Layout - Putting it Together 55 DeVry University Voice Guidelines 62 Introduction 63 Defining the DeVry University Voice 64 Knowing Our Audience 66 Misuse of the DeVry University Voice 69 Copy Style Guidelines 71 Compliance Guidelines 84 3-Step Review 89 Branding DeVry Institute of Technology 92

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4 Using the Logo Standing out How we connect with our audience has a lot to do with how we present ourselves as a brand. But branding is more than just a name and a logo. It s a representation of who we are and why we re different. When we communicate about our university, the right words, images and design can reveal who we are which is just as important as what we do. Connecting as a brand Branding is about building a relationship with our audience. When we talk about what we do in a consistent, clear and accessible way, we lay a foundation of familiarity and trust. Whether addressing adult students, high school grads, parents of students, high school guidance counselors, employers looking for recruits or our own employees, creating a strong connection by addressing their unique needs is key. In order for our branding to contribute to our future success, everything bearing the DeVry University name or shield should follow these guidelines. By carefully managing our brand, we can cultivate our presence, create enduring relationships and stand apart from our competition. 2

5 Logo DeVry University The DeVry University logo The DeVry University shield, our logo for more than 10 years, identifies our brand to the world. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the DeVry University identity standards will promote a unified expression of our brand, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a grayscale, black and white version of the logo do exist for use in one-color applications. Of these two one-color versions, grayscale is preferred, except where production densities and screen resolution are detrimental to print quality (such as smaller newsprint publications). The stacked version of the DeVry University logo is the preferred version to use. CMYK (This is the preferred full-color usage of the logo) grayscale (This is the preferred one-color usage of the logo) 3 CMYK/white black reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

6 Logo DeVry University Horizontal The DeVry University logo The DeVry University shield, our logo for more than 10 years, identifies our brand to the world. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the DeVry University identity standards will promote a unified expression of our brand, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a grayscale, black and white version of the logo do exist for use in one-color applications. Of these two one-color versions, grayscale is preferred, except where production densities and screen resolution are detrimental to print quality (such as smaller newsprint publications). This logo is reserved for use in extreme horizontal spaces. The stacked version of our logo is preferred. CMYK (This is the preferred full-color usage of the logo) Note: For use when space is limited such as websites or extreme horizontal spaces (i.e. OLA/OOH). grayscale (This is the preferred one-color usage of the logo) 4 CMYK/white black reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

7 Logo DeVry College of New York The DeVry College of New York logo The DeVry College of New York shield, our logo for more than 10 years, identifies our brand to the world. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the DeVry College of New York identity standards will promote a unified expression of our brand, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a grayscale, black and white version of the logo do exist for use in one-color applications. Of these two one-color versions, grayscale is preferred, except where production densities and screen resolution are detrimental to print quality (such as smaller newsprint publications). 5 CMYK (This is the preferred usage of the logo) grayscale (This is the preferred one-color usage of the logo) CMYK/white black reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

8 Logo DeVry Institute of Technology The DeVry Institute of Technology logo The DeVry Institute of Technology shield, our logo for more than 10 years, identifies our brand to the world. Our other core elements color, typography and imagery all play an important role in our proprietary look and help establish our brand character. For branding to be successful, it must be consistently implemented. Correct application of the DeVry Institute of Technology identity standards will promote a unified expression of our brand, and protect our trademarked assets our name, logo and brand line from misuse. The full-color logo is the preferred use. However, a grayscale, black and white version of the logo do exist for use in one-color applications. Of these two one-color versions, grayscale is preferred, except where production densities and screen resolution are detrimental to print quality (such as smaller newsprint publications). 6 CMYK (This is the preferred usage of the logo) grayscale (This is the preferred one-color usage of the logo) CMYK/white black reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

9 Using the Logo The DeVry University logo The logo should never be reduced to smaller than 1 wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. The multicolored shield should not be used separately from the logo text. Logo safety area 7 Size limitation Size limitation 1" minimum (Print Executions) 1" minimum (Digital Executions) NOTE: Please see page 11 for an example of partnering a DeVry University logo onto an outside parties ad.

10 Using the Logo The DeVry University Shield The 4-color shield should never be used by itself, separate from the logo. The 4-color shield is a branding element reserved for DeVry Inc., not DeVry University. If you would like to leverage the shield as a graphic element in DeVry University materials, you must use a toneon-tone version. 8 Correct tone-on-tone use Wrong usage NOTE: Please see page 8-25 for an details on how to build the tone-on-tone shield.

11 Colleges of Logos College of Business & Management College of Engineering & Information Sciences College of Health Sciences 9 College of Liberal Arts & Sciences College of Media Arts & Technology

12 Co-branded Guidelines Co-Branded Logo DVU & Keller Co-Branding DeVry University and its Keller Gradutate School of Management The co-branded logo should be used on communications that speak to both brands. The fullcolor logo is the preferred use. However, a grayscale, black and white version of the logo do exist for use in one-color applications. CMYK (This is the preferred usage of the logo) CMYK/white grayscale (This is the preferred one-color usage of the logo) black 10 reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

13 Co-branded Guidelines Co-Branded Logo DeVry College of New York & Keller Co-Branding DeVry University and its Keller Gradutate School of Management The co-branded logo should be used on communications that speak to both brands. The fullcolor logo is the preferred use. However, a grayscale, black and white version of the logo do exist for use in one-color applications. CMYK (This is the preferred usage of the logo) CMYK/white grayscale (This is the preferred one-color usage of the logo) black 11 reversed/white Note: Do not use the reversed logo in a box. This example is used to make the white type legible.

14 Co-branded Guidelines Using the Co-Branded logos Co-Branding DeVry University Keller Gradutate School of Management The logo should never be reduced to smaller than 1-1/2" wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. Logo safety area 12 Size limitation Size limitation 1-1/2" minimum (Print Executions) 1-1/2" minimum (Digital Executions)

15 Alumni Association Guidelines Alumni Logo Alumni Association Logo 70K (This is the preferred usage of the logo) 13 PMS 8400 black reversed/white

16 Alumni Association Guidelines Using the Alumni Logo Alumni Association Logo The logo should never be reduced to smaller than 1-1/2" wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. Logo safety area 14 Size limitation 1-1/2" minimum

17 DeVry University Education Fund DeVry University Education Fund Logo DeVry University Education Fund Logo D e V r y U nive r s i ty EDUCATION FUND Supporting Student Success CMYK D e V r y U nive r s i ty EDUCATION FUND Supporting Student Success 15 Black D e V r y U nive r s i ty EDUCATION FUND Supporting Student Success reversed/white

18 DeVry University Education Fund Using the DeVry University Education Fund Logo DeVry University Education Fund Logo The logo should never be reduced to smaller than 1-1/2" wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. Logo safety area 16 Size limitation D e V r y U nive r s i ty EDUCATION FUND Supporting Student Success 1-1/2" minimum

19 Partner Logos Using the DeVry University logo on partner materials One of the following intro lines MUST appear connected to the DVU logo when used on a partnering piece. The logo should never be reduced to smaller than 1 wide. The designated safety area around the logo ensures sufficient space for readability and prevents the logo from feeling crowded. The multicolored shield should not be used separately from the logo text. (Please see page 4 as reference). Accent type Adobe Garamond Italic, DeVry blue (PMS 647) Type should be centered, and the same width as the logo. 17 Use the intro line that best describes the relationship. Brought to you by Size limitation 1"

20 Background Art: Blue The DeVry University shield & gradient The DeVry University shield is the main graphic element for our look. It should only be used in one of the DeVry University brand colors or one of the college colors. The steps for creating the background art in the DeVry University brand colors are outlined on the following pages. 18

21 Background Art: Blue Effects applied to blue shield 19 TO CREATE THE BACKGROUND ART IN BLUE All print files should be 300 dpi, PMS 647 or CMYK. 1. Begin with a blue background. Use PMS 647 for the primary background color. CMYK formula for PMS 647 is: 100, 56, 0, Add the blue DeVry University shield. a. Import the vector file dvu-blue master shield_647 cmyk match.ai (shown below, with the CMYK formula for each color). Then size and position it as needed. b. Adjust the layer effects as shown in the Layers palette above. c. Apply a Drop Shadow with shown Structure settings. The distance, spread and size of the drop shadow may need to be adjusted depending on the size of the artwork. Always maintain the ratio of 1 : 1 : 5 for the drop shadow. Pixel based file using a PMS 647 CMYK match. When used as a vector file dark dvu-blue master shield_647 cmyk match.ai dark blue: 90, 50, 0, 20 light blue: 75, 42, 0, 17 dark dvu-blue master shield_pms 647.ai dark blue: 90% PMS 647 light blue: 75% PMS 647 light light

22 Background Art: Blue Placement of and brush settings for blue glow 20 TO CREATE THE BACKGROUND ART IN BLUE, continued 3. Add the blue glow behind the shield. The blue glow is created using a brush that is the width of the shield, 1800 px (in the example above) with a hardness of 0%. The brush opacity should be set to 80%, and the color of the glow is 50% cyan. The glow should be centered on the shield, touching the top (dashed line above shows placement). Move the layer containing the glow behind the shield layer in the Photoshop file.

23 Background Art: Blue/Square 21 Add accent shading in upper left and lower right TO CREATE THE BACKGROUND ART IN BLUE, continued 4. (Square) Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. a. Add vertical and horizontal guides at the midpoint of the file. b. Measure the overall dimension of your background artwork. Add additional guides extending out to the sides, above and below the midpoint guides to outline an area 25% the size of your background artwork. (For instance, if your artwork is 8 x 8, your centered area will be 2 x 2.) 4a. c. Using the gradient tool on a new layer in Photoshop, drag from the upper left corner of your artwork to the upper left corner of the centered area (the first intersection of your guides). Build your gradient from 100% black to 0% black. Be sure to use 100% black as opposed to a 4-color black mix. d. Repeat the same process from the lower right corner of your artwork to the lower right corner of the centered area. e. Set the gradient layers to Multiply with a opacity of 75%. Place the gradient layers behind both the shield and the glow layers. 4b 4c

24 Background Art: Blue/Rectangle 22 Add accent shading in upper left and lower right TO CREATE THE BACKGROUND ART IN BLUE, continued 4. (Rectangle) Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. a. Add a horizontal guide at the midpoint of the file. b. Measure the overall height of your background artwork. Add additional guides extending above and below the midpoint guides to outline an area 25% the size of your background artwork. 4a. c. Using the gradient tool on a new layer in Photoshop, drag from the lower right corner of your artwork to the bottom guide at a 45 degree angle. Build your gradient from 100% black to 0% black. Be sure to use 100% black as opposed to a 4-color black mix. d. Set the upper left gradient layer to Multiply at an opacity of 65%. Set the lower right gradient layer to Multiply at an opacity of 45%. e. Place gradient layers behind both the shield and the glow layers. 4b 4c

25 Background Art: Blue/Rectangle TO CREATE THE BACKGROUND ART IN BLUE, continued 4. (Extreme Rectangle) Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. a. Using the gradient tool on a new layer in Photoshop, drag along a 45 degree angle from the upper left corner of your artwork to lower edge of the artwork. On a new layer, drag along a 45 degree angle from the lower right corner to the upper edge of the artwork for the opposing gradient. Build your gradient from 100% black to 0% black. Be sure to use 100% black as opposed to a 4-color black mix. b. Set the upper left gradient layer to Multiply at an opacity of 65%. Set the lower right gradient layer to Multiply at an opacity of 45%. c. Place gradient layers behind both the shield and the glow layers. 23 4a. 4b

26 Background Art: Blue Noise layer settings 24 TO CREATE THE BACKGROUND ART IN BLUE, continued 5. Add a Noise layer over all layers, except the blue shield. To help soften the gradients that are used on the background art, a layer of Noise is added. Create a new layer in Photoshop and color it with a flood of CMYK grey (50, 50, 50, 50). Set the Layers effect to Overlay with opacity and fill at 100%. Apply a Noise effect to that layer with a 2% Uniform, Monochromatic setting. Place Noise layer below both the shield and glow layers, but above the gradient layers. Note: there will not be a noticeable difference in the file, but the Noise layer will help prevent banding of the gradients during printing.

27 Background Art: with Logo Effects applied to the logo in Photoshop 25 TO CREATE THE BACKGROUND ART IN BLUE, continued 6. Applying the DeVry University logo. If the DeVry University logo is added to the background art, use the reversed CMYK logo. It is necessary to apply a drop shadow to the logo in order to separate the blue in the logo from the blue in the background. Apply a Drop Shadow with shown Structure settings. The distance, spread and size of the drop shadow may need to be adjusted depending on the size of the artwork. Always maintain the ratio of 1 : 3 : 6 for the drop shadow. Effects applied to the logo Effects applied to the logo Effects applied to the logo in InDesign

28 Background Art: DVU Colors The DeVry University shield & gradient In addition to the blue shield and gradient, the primary colors of gold, red and grey may be used as the background art. The steps for creating the gold, red and grey backgrounds are outlined on the following pages. 26 Student Facing Communications Alumni Communications Career-Focused Communications Brand Communications

29 Background Art: Gold Effects applied to gold shield 2b primary shield 2c secondary shield 27 2d secondary shield drop shadow TO CREATE THE BACKGROUND ART IN GOLD All print files should be 300 dpi, PMS 1245 or CMYK. 1. Begin with a gold background. Use PMS 1245 for the primary background color. CMYK formula for PMS 1245 is: 0, 28, 100, Add the gold DeVry University shield. a. Import the vector file dvu-gold master shield_1245 cmyk match.ai (shown right, with the CMYK formula for each color). Then size and position it as needed. b. Adjust the layer effects as shown in the Layers palette above (2b). c. Add a layer with the gold shield filled 100% gold beneath the gold master shield. Apply the following layer effects shown in the Layers palette (2c) to this new layer. d. Apply a Drop Shadow (100% black) with shown Structure settings (2d) to the 100% gold shield layer. The distance, spread and size of the drop shadow may need to be adjusted depending on the size of the artwork. Always maintain the ratio of 1 : 1 : 5 for the drop shadow. Pixel based file using a PMS 1245 CMYK match. When used as a vector file dark dvu-gold master shield_1245 cmyk match.ai dark gold: 0, 25, 90, 16 light gold: 0, 21, 75, 14 dark dvu-gold master shield_pms 1245.ai dark gold: 90% PMS 1245 light gold: 75% PMS 1245 light light

30 Background Art: Gold Placement of and brush settings for gold glow 28 TO CREATE THE BACKGROUND ART IN GOLD, continued 3. Add the gold glow behind the shield. The gold glow is created using a brush that is the width of the shield, 1800 px (in the example above) with a hardness of 0%. The brush opacity should be set to 100%, and the color of the glow is 35% yellow. The glow should be centered on the shield, touching the top (dashed line above shows placement). Move the layer containing the glow behind the shield layer in the Photoshop file.

31 Background Art: Gold 29 Add accent shading in upper left and lower right TO CREATE THE BACKGROUND ART IN GOLD, continued 4. Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. Please refer to pages 9,10,11 for information on how to properly set up the gradients. The Gold background will have specific requirements that do differ from the Blue backgrounds. a. The gradient for the Gold backgrounds will be set at (0, 45, 0, 90) to (0, 0, 0, 0). b. Adjust the opacity of the layers to 50% and set the effect to Multiply. The addition of magenta in the accent shading prevents the shadow from appearing green. 5. Add a Noise layer. Place Noise layer below both the shield and glow layers, but above the gradient layers. Follow the same steps as outlined in the creation of the blue shield and background art. With noise layer added

32 Background Art: Red Effects applied to red shield 2b primary shield 2d secondary shield 30 2c primary shield drop shadow TO CREATE THE BACKGROUND ART IN RED All print files should be 300 dpi, PMS 186 or CMYK. 1. Begin with a red background. Use PMS 186 for the primary background color. CMYK formula for PMS 186 is: 0, 100, 81, 4 2. Add the red DeVry University shield. a. Import the vector file dvu-red master shield_186 cmyk match.ai (shown below, with the CMYK formula for each color). Then size and position it as needed. b. Adjust the layer effects as shown in the Layers palette above (2b). c. Add a layer with the red shield filled 100% red beneath the red master shield. Apply the following layer effects shown in the Layers palette (2c) to this new layer. d. Apply a Drop Shadow (100% black) with shown Structure settings (2d) to the 100% red shield layer. The distance, spread and size of the drop shadow may need to be adjusted depending on the size of the artwork. Always maintain the ratio of 1 : 1 : 5 for the drop shadow. Pixel based file using a PMS 186 CMYK match. When used as a vector file dark dvu-red master shield_186 cmyk match.ai dark red: 0, 25, 90, 16 light red: 0, 21, 75, 14 dark dvu-red master shield_pms 186.ai dark red: 90% PMS 186 light red: 75% PMS 186 light light

33 Background Art: Red Placement of and brush settings for red glow 31 TO CREATE THE BACKGROUND ART IN RED, continued 3. Add the red glow behind the shield. The red glow is created using a brush that is the width of the shield, 1800 px (in the example above) with a hardness of 0%. The brush opacity should be set to 100%, and the color of the glow is (0, 25, 21, 1). Set the opacity at 90%, with a fill of 100%. The glow should be centered on the shield, touching the top (dashed line above shows placement). Move the layer containing the glow behind the shield layer in the Photoshop file.

34 Background Art: Red 32 Add accent shading in upper left and lower right TO CREATE THE BACKGROUND ART IN RED, continued 4. Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. Using the gradient tool on a new layer in Photoshop, drag from the two corners toward the middle with the CMYK shadow color (10, 30, 0, 100) fading to transparency. Adjust the opacity of the layer to 50% and set the effect to Multiply. Note: the opacity and fill may be adjusted, if necessary. 5. Add a Noise layer. Place Noise layer below both the shield and glow layers, but above the gradient layers. Follow the same steps as outlined in the creation of the blue shield and background art. With noise layer added

35 Background Art: Grey Effects applied to grey shield 33 TO CREATE THE BACKGROUND ART IN GREY All print files should be 300 dpi, PMS 186 or CMYK. 1. Begin with a grey background. Use PMS 7540 for the primary background color. CMYK formula for PMS 7540 is: 0, 0, 0, Add the grey DeVry University shield. a. Import the vector file dvu-grey master shield_7540 cmyk match.ai (shown below, with the CMYK formula for each color). Then size and position it as needed. b. Adjust the layer effects as shown in the Layers palette above (2b). c. Add a layer with the grey shield filled 100% grey beneath the grey master shield. Apply the following layer effects shown in the Layers palette (2c) to this new layer. d. Apply a Drop Shadow (100% black) with shown Structure settings (2d) to the 100% grey shield layer. The distance, spread and size of the drop shadow may need to be adjusted depending on the size of the artwork. Always maintain the ratio of 1 : 1 : 5 for the drop shadow. Pixel based file using a PMS 7540 CMYK match. When used as a vector file dark dvu-grey master shield_7540 cmyk match.ai dark grey: 0, 25, 90, 16 light grey: 0, 21, 75, 14 dark dvu-grey master shield_pms 7540.ai dark grey: 90% PMS 186 light grey: 75% PMS 186 light light

36 Background Art: Grey Placement of and brush settings for grey glow 34 TO CREATE THE BACKGROUND ART IN Grey, continued 3. Add the grey glow behind the shield. The grey glow is created using a brush that is the width of the shield, 1800 px (in the example above) with a hardness of 0%. The brush opacity should be set to 100%, and the color of the glow is 3% cyan. Set the opacity at 60%, with a fill of 100%. The glow should be centered on the shield, touching the top (dashed line above shows placement). Move the layer containing the glow behind both of the shield layers in the Photoshop file.

37 Background Art: Grey 35 Add accent shading in upper left and lower right TO CREATE THE BACKGROUND ART IN Grey, continued 4. Add accent shading to the background. In order to give the art another layer of dimension, an accent shadow is added to the upper left and lower right corners of the artwork. Using the gradient tool on a new layer in Photoshop, drag from the two corners toward the middle with 100% black fading to transparency. Adjust the opacity of the layer to 50% and set the effect to Multiply. Note: the opacity and fill may be adjusted, if necessary. 5. Add a Noise layer over all layers, except the primary grey shield. Follow the same steps as outlined in the creation of the blue shield and background art. With noise layer added

38 Background Art: with logo TO CREATE THE BACKGROUND ART, continued Using the DeVry University logo with the background art The logo should be reduced to 60% of the widest dimension of the tone-on-tone shield. It should be centered both vertically and horizontally within the shield. X 36 60% of X The logo should be reversed when on the blue tone-on-tone shield. There is a drop shadow behind the DeVry logo when it is on a blue background.

39 Brand Color Palette The DeVry University color palette consists of four primary colors. Please adhere to these specifications and use preferred vendors and reproduction methods to ensure consistency. Respect white space and try to use it as another color element. It creates a clean environment off of which the primary colors can pop, and helps messaging resonate more strongly. The primary colors should be used on all marketing communications materials to strengthen the DeVry Universtity brand. 37 PANTONE 647 PANTONE 186 PANTONE 1245 PANTONE 7540 White CMYK 100, 56, 0, 23 CMYK 0, 100, 81, 4 CMYK 0, 28, 100, 18 CMYK* 0, 0, 0, 72 CMYK 0, 0, 0, 0 RGB 0, 86, 149 RGB 227, 24, 55 RGB 213, 159, 15 RGB 105, 106, 109 RGB 255, 255, 255 BIN HEX # BIN HEX #E31837 BIN HEX #D59F0F BIN HEX #696A6D BIN HEX #FFFFFF *For large fields of color, use rich grey: 40, 30, 22, 60 Note: CMYK values are based from Adobe InDesign CMYK values.

40 Secondary Color Palette The DeVry University accent color palette is designed to support the brand and college color palettes. These colors are intended to complement the brand, but should never overpower the brand and college colors. They should be used sparingly, such as in call-outs, background graphics, or charts, and a limited number of secondary colors should be used in any collateral material. PANTONE 690 PANTONE 315 PANTONE 5757 PANTONE 5487 PANTONE CMYK 0, 97, 0, 59 RGB 125, 8, 73 BIN HEX #7D0849 CMYK 100, 0, 12, 43 RGB 0, 113, 143 BIN HEX #00718F CMYK 27, 0, 95, 55 RGB 104, 120, 25 BIN HEX # CMYK 35, 0, 16, 54 RGB 88, 123, 124 BIN HEX #587B7C CMYK 0, 58, 100, 10 RGB 223, 122, 28 BIN HEX #DF7A1C PANTONE 7623 PANTONE 654 PANTONE 132 PANTONE 422 PANTONE 7589 CMYK 0, 97, 87, 53 CMYK 100, 67, 0, 38 CMYK 0, 28, 100, 30 CMYK 0, 0, 0, 33 CMYK 30, 67, 65, 74 RGB 138, 42, 43 RGB 0, 61, 121 RGB 164, 119, 0 RGB 182, 184, 186 RGB 92, 71, 56 BIN HEX #802F2D BIN HEX #003D79 BIN HEX #A47700 BIN HEX #B6B8BA BIN HEX #5C4738 Note: CMYK values are based from Adobe InDesign CMYK values.

41 Colleges of Color Palette Each DeVry University college can be identified with a distinct color. These colors can be used with the brand colors to further distinguish marketing materials specific to each college from one another. College of Business & Management College of Engineering & Information Sciences College of Health Sciences College of Liberal Arts & Sciences College of Media Arts & Technology College of color: PANTONE 466 CMYK 12, 22, 43, 0 RGB 224, 195, 152 BIN HEX #E0C398 PANTONE 144 CMYK 0, 48, 100, 0 RGB 248, 151, 29 BIN HEX #F8971D PANTONE 124 CMYK 0, 28, 100, 6 RGB 283, 177, 17 BIN HEX #FFB111 0, 0, 0, 10 PANTONE 7516 CMYK 0, 0, 0, 10 RGB 230, 231, 232 BIN HEX #E6E7E8 CMYK 0, 52, 100, 35 RGB 173, 101, 14 BIN HEX #AD650E 39 College of color Accent color Accent color: PANTONE 463 PANTONE 470 PANTONE 132 PANTONE 422 PANTONE 4625 CMYK 30, 56, 100, 37 CMYK 0, 58, 100, 33 CMYK 0, 28, 100, 30 CMYK 0, 0, 0, 33 CMYK 30, 53, 100, 85 RGB 128, 86, 27 RGB 176, 96, 96 RGB 187, 141, 11 RGB 182, 184, 186 RGB 87, 39, 0 BIN HEX #80561B BIN HEX #B06010 BIN HEX #BB8D0B BIN HEX #B6B8BA BIN HEX # Note: CMYK values are based from Adobe InDesign CMYK values.

42 Colleges of Color Palette The college-specific shields are created using the two colors assigned to each college. The shields should use only those colors and should be represented as shown below. The DeVry University shield in college colors 40 College of Business & Management College of Engineering & Information Sciences College of Health Sciences College of Liberal Arts & Sciences College of Media Arts & Technology

43 Colleges of Color Palette When developing marketing materials for the five colleges, the blue gradient and tone-on-tone shield should be replaced with a gradient and shield in the corresponding color. For example: 41 College of Business & Management College of Engineering & Information Sciences College of Health Sciences College of Liberal Arts & Sciences College of Media Arts & Technology

44 Paper Stock Selecting a paperstock is an important part of representing our brand. Our standard brand stock is NewPage Sterling Premium. This stock offers several finishes and weights. 42

45 Primary Font Meta LF Meta LF is one of the headline font to be used in marketing communications materials. All weights are acceptable. The sans-serif face is open, friendly and distinct. It has a progressive look with a grounded appeal. Be sure to use the LF version of Meta, as the non- LF version is distinclty different. Meta Book LF abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta Book LF Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta LF Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Meta LF Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 43

46 Primary Font Adobe Garamond Adobe Garamond is one of the primary fonts to be used in marketing communications materials. All weights are acceptable. It is a classic serif font that is easily read and familiar to most readers. Please note that Adobe Garamond is a lighter font than Meta. Therefore when used together it is necessary to increase the size of Adobe Garamond to match the visual weight/presence of Meta. Adobe Garamond Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Adobe Garamond Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 44 The Adobe Garamond Italic ampersand should not be used. Times Italic to be used in lieu of Adobe Garamond Italic only for ampersands ONLY. &

47 Secondary Fonts Archer Archer is one of the secondary fonts for DeVry University. It should be used sparingly, as an accent. It is a strong, collegiate serif font that offers a distinct feel and fresh look to our communications materials. Archer Book abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Archer Book Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 45 Archer Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY Archer Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY Edwardian Script Edwardian Script is also one of the secondary fonts for DeVry University. It is reserved for the more formal or special events or applications. Edwardian Script abcdefghijklmnopqrstuvwxyz ABCDEF GHIJKLM N OPQRST UV WXYZ

48 Cross-Platform and Digital Web-Friendly Fonts Arial The font Arial should be used as the digital alternative for meta for all electronic media. The legibility of the font at smaller sizes and its universal use make it ideal for websites and . It is a web-friendly font. Arial Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Arial Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY 46 Times The font Times should be used as the digital alternative for Adobe Garamond for electronic media. The legibility of the font at smaller sizes and its universal use make it ideal for websites and . It is a web-friendly font. Times Regular abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Times Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ Times Bold abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXY Times Bold Italic abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ

49 Typography Below are samples of a headline. This headline is a combination of 32 pt Meta Normal/Book all caps and 50 pt Adobe Garamond Italic. Typical uses would be print ads, flyers, posters, postcards. Study like your career depended upon it 47 This headline is a combination of 32 pt Meta Bold all caps and 50 pt Adobe Garamond Italic. Typical uses would be out-of-home pieces and prints ads to increase readability. Study like your career depended upon it Note: X-height of accent type should match the x-height of headline type.

50 Typography Below are samples of a headline and/or call-outs for internal pages of long-format collateral pieces. Either is acceptable. This headline is a combination of 25 pt Garamond Italic and 33 pt Meta Bold Roman. The credibility you expect. The flexibility you need. 48 This headline is a combination of 37 pt Garamond Italic and 23 pt Meta Bold Roman. The credibility you expect. The flexibility you need.

51 Typography Below is sample only of a headline and body copy. - the headline is 18pt. - the body copy is 9pt. on 11pt. leading. Career success is waiting for you Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Career success is waiting for you Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. 49 Note: Copy blocks should be flush left, ragged right. This will avoid uncomfortable word spacing caused by justified paragraphs. Single words, thoughts, phrases, sentences, etc. should NOT have punctuation. Separate phrases, thoughts, multiple sentences can use punctuation if necessary. It is suggested that body copy be used at 8-10 point with leading that is % of the font size. Headlines should be set in a size that is large enough to make them stand out, while not overpowering the page of text. When using type in larger sizes, the leading may be reduced. Pay extra attention to the kerning on headlines. No hyphens/word breaks in copy, or headlines.

52 Photography Selecting the right image Photography is a powerful communication tool that enhances and supports the brand. It should be straightforward, modern, smart and most of all relevant. All of our communications are delivered in the DeVry University voice. Since we provide a wide range of documents and speak to an even wider range of people, the DeVry University voice must accommodate many tones and styles. But the resulting content is always: Sensible (common sense) Straightforward Confident Honest Human Authentic 50 Every aspect of our communications should reinforce these qualities. Photography is a great way to express the personality of DeVry University and make it come alive. The look and feel of the photography should feel like a series of caught moments and will be editorial in nature. It should feel real and genuine and never forced or staged. As much as possible, make sure shots of people are in environments that can give context to the visual. The images should tell a story and capture the expression of emotion. Don t use photography that is boring and expected. This will look like stock images and create a feeling of a generic university. The students, teachers and professionals in the photography should be a good cross-section of middle America with a range of age, gender and race. Photography for digital and collateral will be shot in a similar style, but occasionally they will have specific needs. For example, images used for digital: Need wide panoramic frame to left and right, bleed out to white or light preferable. Lighter colored backgrounds (text will live there), not too cluttered. What the subject is doing tells the story. For collateral the visuals will need to be, for the most part, tighter in and focused.

53 Photography Please Don t DeVry University serves real people. We re down-to-earth and approachable. Imagery that is gimmicky, clichéd or overly staged is inconsistent with the real-life of our brand. 51 DeVry University is friendly, not silly. We prefer that you use DeVry University authentic photography, but if you do need to use stock imagery, steer clear of imagery that looks like stock. Avoid using stock illustration. Avoid using people as metaphors for concepts like foresight, growth or teamwork. It dehumanizes them and is contrary to our goal of authentic imagery. Avoid computer-generated imagery depicting unrealistic situations. Avoid colorizing photos. It removes the subject from the natural look or authentic representation that DeVry University is trying to achieve.

54 Photography Samples of DeVry University photography 52

55 Graphic Elements Healthcare Management and Technology College of Health Sciences did you know? Careers That Fit You We have 27 campus libraries and approximately 350,000 physical books. Overwhelmed? We canhelp. Game Simulation Programmer Law Enforcement Agent Human Resources Manager Web Developer and Administrator Emergency Management Specialist Network Engineer Biomedical Engineering Technologist Logistics Manager Security Engineering Technologist Web Graphic Designer Health Information Technician Sales and Marketing Manager Software Engineer Enterprise Computing Specialist Computer Systems Technician Entrepreneur Web Graphic Animator Health Services Manager Systems Analyst Project Manager Technical Writer Electronics Engineering Technologist Operations Manager Information Systems Security Specialist Multimedia Producer Computer Engineering Technologist Sustainability Specialist Media Communications Consultant Financial Analyst Hospitality Manager Accountant Database Manager Invest in Your Career Computer Forensics Specialist Your education could be the best investment you ever make 53 My LOAN Mentor The cost of college may seem overwhelming and expensive, but think of it as an investment in your career. In today s global marketplace, starting a career or even advancing your current career can be difficult without a degree. With the right educational credentials, you may have more career choices and greater earning potential throughout your career. College graduates earn more According to The Bureau of Labor Statistics, individuals who earn a bachelor s degree have nearly double the earning potential of those who complete only high school. Consider the career opportunities and lifestyle you could enjoy by earning a college degree.

56 The Black Box Black Box usage While the Black Box is preferred on all pieces (except out-of-home) it is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. It is never used for dates, phone numbers, URLs, addresses, etc... Black Box color The Black Box should be built as super black, CMYK (60, 20, 20, 100) Black Box font/typography The Black Box always uses Adobe Garamond Italic, in white. Type should be centered in the box, utilizing initial caps. There is no use of punctuation within the Black Box, other than commas. 54

57 In New York, DeVry University operates as DeVry College of New York. DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. DeVry University is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN Presented by In New York, DeVry University operates as DeVry College of New York. DeVry University operates as DeVry Institute of Technology in Calgary, Alberta. DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. DeVry University is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN DeVry Educational Development Corp. All rights reserved / Academic Support In New York, DeVry University operates as DeVry College of New York. DeVry University operates as DeVry Institute of Technology in Calgary, Alberta. DeVry is certified to operate by the State Council of Higher Education for Virginia. AC0060. DeVry University is authorized for operation by the THEC, Nashville Campus: 3343 Perimeter Hill Dr., Nashville, TN DeVry Educational Development Corp. All rights reserved. xx-xxxxxx 11/11 Xxx Branding DeVry University Layout Putting it together To deliver on our brand promise, we are committed to sharing information in an accessible manner. In all of our communications, the most relevant information appears most prominently. Secondary information is organized into distinct, separate sections. The basics When creating DeVry University communications, always consider the integration of our basic tools logo, grid, rule lines, typography, imagery and color. Always observe the clear space and minimum size requirements when placing the logo. And consider the size and placement of additional details, such as testimonials and captions, when necessary. All play an important role in our proprietary look and help establish our brand character. My FINANCIALFuture 55 Looking for a S.M.A.R.T. way to spend your summer? Have fun and get the work done S Schedule your classes now M Motivate yourself to stay on track A Access your classes on campus, online or both R Ramp up for the fall T Take advantage of fun summer campus activities Let nothing stand in your way. Contact your Student Success Coach or your Academic Advisor to plan out your summer schedule. Overwhelmed? We canhelp. We provide caring, confidential, personal support We understand that you our students have challenges. And we re here to help you not only in preparing you to succeed academically, but to succeed in life. We re here to support you and are dedicated to finding new ways to make sure real success is within your reach. That s why we bring you ASPIRE a student assistance program available to you to help with any concern or issue affecting your health, well-being or academic performance. ASPIRE is available to all students and their family members, at no cost. ASPIRE provides guidance, advice and perspective. Our professional counselors can help you with whatever hardship you re facing legal, financial, academic, personal, emotional, family, childcare or eldercare. Get help today. For more information, call or info@devryaspire.com. Let nothing stand in your way. DeVryAspire.com My LOAN Mentor All About Money Loan 411 Life Skills My Loan Mentor Real World Money Subhead lives here Please understand that this is here as filler copy, there really is no point to this jibberish other than to fill the space where the body copy will eventually live. So I guess that this is then a place holder as does indeed have a point afterall. Please understand that this is here as filler copy, there really is no point to this jibberish other than to fill the space where the body copy will eventually live. So I guess that this is then a place holder as does indeed have a point afterall. Please understand that this is here as filler copy, there really is no point to this jibberish other than to fill the space where the body copy will eventually live. So I guess that this is then a place holder as does indeed have a point afterall. Visit MyFINANCIALfuture.com for additional information. PHONE PLACE TIME DATE With you every step of the way Additional People to Guide You Faculty Student Success Coach Once you ve been accepted to DeVry, we ll immediately introduce you to your dedicated Student Success Coach, a specially trained professional assigned to you with the sole purpose of providing ongoing support throughout your entire education. Your Student Success Coach will help with coursework and curriculum decisions and any other issues that may arise. As one of your most important contacts at DeVry, they re committed to your academic success. They ll be your best resource for advice on your plan of study, registration, scheduling and the overall learning environment. Our Faculty is some of the best you ll find anywhere. They re seasoned professionals with experience in their fields and a strong desire to help you succeed. They keep regular office hours to make sure you have help when you need it. Program Dean If you re looking for support or guidance pertaining to a specific class or your career, reach out to your Program Dean. They re available to discuss topics with you including course selection and industry trends in your area of study. Fellow Students Your fellow students can also be a great resource. They ve walked in your shoes and can show you the ropes. They ll make for a great support system throughout your educational journey. Learning at DeVry At DeVry we have a multi-faceted approach to education designed to prepare you for your career. With a blend of traditional classroom experience and online coursework, DeVry offers the best of both worlds. As an on campus student, participation in coursework will include attending lectures, completing assignments and projects, accessing tutorials and actively participating in discussions. You can expect some online components as part of your education at DeVry as well, but the amount of web-based assignments will vary by course. In order to prepare you for the online aspect of DeVry s learning experience, try our practice course learning module at devry.edu/course-demo. Master s in Education Your next step is here M A S T E R S D E G R E E P R O G R A M S

58 Standard Collateral Layout Examples Brochure Covers Shield graphic box 55% of page height Logo Reverse CMYK, with drop shadow 55% 45% Black box The Black Box is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. Centered between shield graphic and photo at 2/3 s of the page width, height should accommodate one line of copy * the Black Box should be built CMYK (40, 0, 0, 100) Black box type The Black Box always uses Adobe Garamond Italic, in white. Type should be centered in the box, lower case and use initial caps. Photo area 45% of page height, with full bleeds 56 Brochure covers should use a centered shield/logo treatment. Other pieces (ads, postcards, posters, billboards, etc) should use an off-centerd shield treatment. Your Partner for Career Success Guide for Educators From High School to College to Career

59 Standard Poster Layout Examples The most common size for DeVry University posters is 11" x 17". The following specs are for that size, but can serve as general guidelines for any poster or similar communication. Poster White space.31" margin to form safety 55% 35% 10% Shield graphic box 55% of safety height Headline type Meta Book, Small Caps, white, 80/90 pt* Type should be centered, no Initial Caps unless a proper noun, punctuation only if a question. * Small Caps preferences should be set at 85%. In Indesign, small cap preferences can be found IN advanced type preferences. Accent type Adobe Garamond Italic, white, 101/101 pt* Type should be centered, and lower case * Leading may have to be adjusted for ASCENDERS and descenders. X-height of accent type must match THE x-height of headline type. Type drop shadow Drop shadow is 40% black (Offset X:.05, Offset Y:.05, Distance:.0694") Black box The Black Box is optional. If there is a need to call out important words/phrase, the Black Box serves this purpose. Otherwise the Black Box can be eliminated. Centered between shield graphic and photo at 2/3 s of the page width, height should accommodate one line of copy * the Black Box should be built CMYK (40, 0, 0, 100) Black box type The Black Box always uses Adobe Garamond Italic, in white. Type should be centered in the box, lower case and use initial caps. Photo area 35% of safety height 57 Exception on the headline typography: If a proper noun (such as DeVry University, Carnegie Hall, New York, etc,.) appears in the headline, use Large Initial Cap with the normal Small Cap treatment. The headline font (Meta Book) should have the Small Cap preference set to 85%. White space 10% of safety height Logo Lower right with clear space Optional call to action Meta Bold, DeVry blue, 14/16 pt Ideally the bottom of the call to action line should align with the bottom of the DeVry University logo. See page 72 for specific disclaimer style guide