Kettering University Graphic Identity Standards

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1 Kettering University Graphic Identity Standards November 2013 Kettering Marketing and Communications

2 Table of Contents About this Guide 3 Word Mark/Logo 4 Usage 4 Proportion and Spacing 4 Kettering University Seal 5 The Bulldog 5 Color Palette 6 2 P age

3 Graphic Identity Standards for Kettering University Kettering University is among the top-rated science, technology, engineering, and mathematics (STEM) universities in the world. To strengthen its brand, which is among its most valuable assets, Kettering has developed a set of graphic identity standards for its print and digital communications. Consistent use of these standards across the university reinforces the Kettering University identity as a global, STEM focused university whose departments and units work together on behalf of a common mission. The standards extend to the use of word marks, logos, signature colors, and other visual elements that affect Kettering s visual identity. About this Guide This guide provides basic information about - and tools for using - the Kettering University graphic identity standards. The Kettering University word mark and bulldog are registered trademarks and should be used as described in this guide. The graphic system represents the identity of the university and should not be diluted through substitution or artistic mingling. For more information about the Kettering University brand, or these guidelines, please contact marcomm@kettering.edu. 3 P age

4 Kettering University Word Mark/Logo Usage The Kettering University word mark melds the words Kettering and University with a specific font treatment, creating a recognizable word mark. This word mark or logo is used on stationery, business cards and letterhead. You may also use the word mark in other print materials such as brochures, newsletters, bulletins and ads. Acceptable uses of the word mark appear below. Proportion and Spacing When using the Kettering University word mark, always use an approved logo file. Never try to recreate the logo yourself. If you need to re-size the logo, always constrain proportions by locking the aspect ratio, so the height and width are scaled together. There should always be a buffer zone surrounding the Kettering University word mark with no type or graphics appearing in the zone. The buffer zone is the space that is half of the height of the capital K in Kettering in the word mark. It extends above, below, to the left and to the right of the word mark. For a printed piece the Kettering University word mark placement shall be at least ½ from the edge or top of page. The capital K in Kettering in the word mark shall be no smaller than 3/8. Do not Alter the word mark in any way. Replace the word Kettering in the word mark with any other word. Redesign, redraw, animate, modify, distort or alter the proportions of the mark. Surround the mark with or place in the foreground over a pattern or design. Rotate or render the mark three-dimensionally. Add words, images or any other new elements to the mark. Replace the approved typeface with any other typeface. Enclose the mark in a shape or combine it with other design elements or effects. Modify the size or position relationship of any element within the mark. Add additional copy to the mark. 4 P age

5 Kettering University Seal Usage The University seal is restricted to official Kettering University business (such as diplomas) and the Office of the President. If your division currently is using the seal in forms and documents please use up your existing stock. At the time you reorder your supplies please remove the seal and use only the Kettering University word mark. If you wish to use the official Kettering University seal, please seek approval through your division vice president. Acceptable uses of the University Seal appear below. Kettering University Bulldog Mascot General Determination is the official mascot of Kettering University. The bulldog may be altered or manipulated by adding elements, especially for seasonal use or to bring unique identity to a Kettering University division, club or sport. The bulldog may be applied to various products such as: apparel, mugs, banners, buttons, flags, stickers, etc. The bulldog may be added to, but never subtract or alter the lines. 5 P age

6 Kettering University Color Palette The approved color palette goes beyond Kettering blue and yellow to include many complementary hues. Approved Primary Colors R 255 C 0 G 210 M 16 B 0 Y 100 HEX: FFD200 PANTONE: 116C R 5 C 94 G 92 M 68 B 171 Y 1 HEX: 005CAB PANTONE: 2728C R 0 C 0 G 0 M 0 B 0 Y 0 K 100 HEX: Approved Secondary Colors R 237 C 6 G 241 M 2 B 241 Y 3 HEX: EDF1F1 R 77 C 0 G 77 M 0 B 77 Y 30 K 70 HEX: 4D4D4D R 190 C 26 G 195 M 17 B 195 Y 19 HEX: BEC3C3 R 41 C 70 G 171 M 15 B 226 Y 0 HEX: 29ABE2 R 2 C 86 G 127 M 40 B 170 Y 18 K 1 HEX: 027FAA R 0 C 100 G 58 M 87 B 126 Y 23 K 9 HEX: 003A7E R 129 C 46 G 201 M 5 B 232 Y 3 HEX: 81C9E8 R 10 C 95 G 22 M 85 B 49 Y 49 K 63 HEX: 0A1631 R 255 C 0 G 255 M 0 B 255 Y 0 HEX: FFFFFF 6 P age