BERRY COLLEGE. A foundation for life. 1: Contents. Visual Identity Style Guide

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1 1: Contents Visual Identity Style Guide 2 Introduction 3 Wordmark 4 Using the wordmark 5 Please do not... 6 Other college symbols 7 School, department and unit identities 8 Typography 9 Color 10 College stationery 11 Stationery design guidelines 12 Downloadable art

2 2: Introduction Consistent application of Berry s identity guidelines helps strengthen the visibility of the institution as a whole. It also benefits each member of the Berry community by increasing the impact of individual communications. This document is intended as a guide for the design and production of printed and electronic communications. It is not intended as a body of inflexible rules but, rather, a framework for consistent usage that helps protect the image of Berry College and promotes good design and effective communication. If you have questions about the college s visual identity guidelines, contact Shannon Biggers, director of creative services, , sbiggers@berry.edu.

3 3: Wordmark Berry College is identified by a wordmark (type used to create a consistent and identifiable logo by adhering to specific fonts and presentation). The college s identity system consists of a primary and secondary wordmark. Each is a unique arrangement of letters where the type and kerning have been specifically modified. The wordmark is comprised of the name of the college and the tagline A foundation for life. Berry College may be used without the tagline when appropriate; however preference is given to using the college s name and tagline together. The text is set in Goudy and Goudy Italic. The arrangement is specific and should never be reset. Do not use the secondary wordmark unless the primary wordmark will not work in a specific situation. If using the wordmarks with the tagline, minimum sizes are 1" for the primary wordmark and 2.25" for the secondary. Use the wordmark without the tagline on any specialty items requiring smaller sizes. Primary Wordmark Secondary Wordmark Minimum Sizes 1" 2.25"

4 4: Using the wordmark At right are examples of appropriate wordmark usage. Legibility should always be the vanguard of any design decision. Please Do... Use the college name and tagline together when possible. Use the primary wordmark in most situations, reserving the secondary wordmark for design formats that require a horizontal presentation. Apply the wordmark conspicuously, although it need not be the most prominent element on the cover. Use the wordmark as a signature on the back cover or mailing panel. Enlarge or reduce the wordmark proportionately. Maintain the visual integrity of the wordmark by positioning it apart from other text and graphics. Obtain electronic files at resources or request camera-ready art from the Creative Services Office do not try to replicate the wordmark with your own fonts. Primary Wordmark Secondary Wordmark P.O. Box Mount Berry, GA ADDRESS SERVICE REQUESTED Century Campaign NON-PROFIT ORG. U.S. POSTAGE PAID ROME, GA PERMIT NO Catalog basic data

5 5: Please Do Not... Examples of what not to do: Do not distort the wordmark s proportions. When reducing or enlarging the mark in your page-layout or word-processing program, do so proportionately. No element should be enlarged or reduced independently. Do not reset the wordmark using your own fonts, as the type is kerned and adapted specifically for Berry College. Do not mix colors or use colors that hinder legibility. The college name and tagline are one unit and should always be in the same color. Do not rearrange the elements or place the wordmark in a box. Do not place the wordmark over backgrounds that hinder legibility. Do not embellish the primary wordmark with special effects. Do not combine the primary wordmark with any other graphic element, type, slogan or symbol to create a hybrid mark. Do not change the proportions of the wordmark Do not reset Do not mix colors or use colors that hinder legibility Do not shift tagline or place wordmark in a box Do not apply special effects or sacrifice legibility Do not combine with additional text or graphics Spring Semester Lectureship Series Department Name

6 6: Other college symbols College Seal Unlike the wordmark, the college seal is reserved for items presented on behalf of the college as a whole and official documents such as diplomas, catalogs, annual reports and business forms. Please consult with the director of creative services before using the seal. College Seal College Shield Shield The college shield is appropriately used as a graphic to represent the college. The art may be enlarged, reduced or assigned a color, but it should not be altered in any other way. Official College Viking Viking logos The official viking logo represents men s and women s intercollegiate athletics and the college as a whole. The viking graphic may be used with or without text. The cartoon viking is popular among student groups and appropriate when the overall tone and purpose of the publication or item is less formal. It should not be used to represent intercollegiate sports. Cartoon Viking

7 The goal of the visual identity program is to unify Berry s many voices by presenting a cohesive image. The challenge is to do so without extinguishing individuality. Conformity to the following guidelines will reinforce Berry s visual identity while also allowing for creativity and flexibility. 7: School, department and non-academic program logos Logos for non-academic entities Individual logos: Logos for entities that are not strictly academic in nature are allowed at the discretion of the Public Relations Office and will be developed by creative services staff. Logos will be created using the institution s approved fonts (see page 8). Academic schools and departments are prohibited from creating individualized logos that depart from the college identity program. The secondary wordmark will be used when combining Berry College with school, department or program names. When using the primary wordmark and tagline on a publication cover (as shown in the examples to the right), Berry College should not be repeated in subsidiary text. Separate the primary wordmark from other text to maintain its visual integrity. The secondary Berry College wordmark may be combined with department, school and program names. SCHOOL of MATHEMATICAL and NATURAL SCIENCES MBA MUSIC DEPARTMENT Flexible guidelines allow design freedom. Appropriate use of type unifies publications from all programs (see page 7). SCHOOL of MATHEMATICAL and NATURAL SCIENCES career opportunities Conson Wilson Lectures

8 8: Typography Typography provides the framework for the college s identity program. Two font families have been selected. Goudy is the college s primary serif font, and Frutiger is the primary sans serif font. These two fonts, along with their complete families of light, roman, bold and italic, are recommended for all publications. The basics: Goudy is the preferred typeface for body copy and prominent text on publication covers. Frutiger Black is the preferred typeface for subsidiary information, headers, and adding contrast and emphasis. Keep it simple. Keep it clean. As a general rule, don t use more than two different fonts in the same publication. For emphasis, use bold or italic or a larger size not an additional font. Goudy type family: Goudy Goudy italic Goudy Bold Goudy Bold Italic Goudy Extra Bold Goudy Heavyface Goudy Heavyface Italic Frutiger type family: Frutiger Light Frutiger Light Italic Frutiger Roman Frutiger Roman Italic Frutiger Bold Frutiger Bold Italic Frutiger Black Frutiger Black Italic Frutiger Ultra Black Goudy Goudy Italic { {

9 9: Color College colors: The official colors for Berry College are blue and silver, with blue being preferred for single-color applications. Ink colors are specified according to the Pantone Matching System (PMS). The Pantone number and its process-color equivalent are indicated above each color swatch. Additional colors: A recommended palette for other colors in publications is shown here. Color palettes often change over time, as current trends determine what will resonate well with target audiences. These colors provide basic choices appropriate for Berry s many constituencies. Use of these colors will encourage greater consistency across a wide spectrum of college communications. Note: Due to the many variances in color printers and computer monitors, the colors shown here will most likely display and print inaccurately. This document should not be used to match color on press. Please refer to a Pantone color selection book for correct rendition of color. Berry College Colors pantone 281 pantone 877 (metallic ink) or 423 cmyk: 100c/72m/0y/32k cmyk: 0c/0m/0y/33k Complimentary Color Palette pantone 7502 pantone 554 cmyk: 0c/4m/30y/11k cmyk: 78c/0m/63y/67k pantone 470 pantone 5265 cmyk: 0c/58m/100y/33k cmyk: 77c/70m/0y/40k pantone 5405 pantone 7407 cmyk: 58c/17m/0y/46k cmyk: 0c/22m/85y/11k pantone 875 metallic pantone 187 Red cmyk: 0c/100m/79y/20k pantone 109 cmyk: 0c/10m/100y/0k pantone 410 cmyk: 0c/18m/21y/56k pantone 188 cmyk: 0c/97m/100y/50k pantone 3165 cmyk: 100c/0m/28y/65k

10 10: College stationery The primary stationery system is shown here (in reduced form letterhead, business card, #10 envelope). These items are printed one color (pantone 281) on Strathmore Bright White Wove 24# paper stock. Strathmore Script can be used for more inexpensive correspondence, and generic bright white wove paper stock can be used for oversized envelopes. The letter itself (and salutation) is positioned flush left under the logo (2.75" from the top of the page, 1" from the left). School Name on first line P.O. Box 49XXXX Mount Berry, GA XXXX telephone: 706-XXX-XXXX fax: 706-XXX-XXXX Dr. John Doe Associate Professor, Department School name first line and second line XXXXXXXX Department P.O. Box 49XXXX Mount Berry, GA XXXX direct telephone: 706-XXX-XXXX home telephone: 706-XXX-XXXX cell telephone: 706-XXX-XXXX fax: 706-XXX-XXXX Note: Letterhead, business cards and envelopes should be ordered through Printing Services in the Moon Building, ext In accordance with college policy, stationery will not be personalized. Business cards are designed to accommodate personal information. To economize, generic #10 envelopes are printed in bulk quantities without department, office, or school names and box numbers. A minimum order of 5,000 is required for envelopes printed with a specific return address. Mount Berry, GA 30149

11 11: Stationery design guidelines A standardized and consistent information hierarchy helps to communicate a clear relationship between the various schools, departments and offices at Berry College. It accompanies the wordmark on letterheads, envelopes and business cards. It is always set in the Frutiger family (black, regular, italic). Charter School of Education and Human Sciences XXXXXXXXXXX Department P.O. Box 49XXXX Mount Berry, GA XXXX telephone: 706-XXX-XXXX fax: 706-XXX-XXXX departmentname@berry.edu Items to note: The address block is always printed the same color as the logo. Text is set at 7.5/8 point, flush left, with a full line space between the identifying division of the school and the following address. The school is always set in Frutiger Black, a department in Frutiger Light Italic and offices in Frutiger Light unless standing alone, in which case they appear in Frutiger Black. The depth of the text block will vary depending upon the amount of information; the text block can vary in depth accordingly as shown. Telephone, fax, and are shown lower case and followed by a colon and number. Office of Public Relations P.O. Box Mount Berry, GA telephone: fax: publicrelations@berry.edu Mount Berry, GA 30149

12 12: Downloadable art Berry College logos and photos are available for download at resources. The site provides both high resolution formats suitable for printing and low resolution formats suitable for on-screen display. Please adhere to the Visual Identity Style Guide when using college graphics. Download logos and photos at