Visual Identity System

Transcription

1 Visual Identity System

2 A Letter from the Vice President I N T R O D U C T I O N 2 As a part of our efforts to provide clear and consistent communication to internal and external audiences, the College has adopted the graphic identity system and the identity messages contained herein. We care about these graphic standards because we believe that Lafayette College has an essential and important role to play in the national higher education landscape. We have a story that is important to tell. Thank you very much for your attention to the guidelines set forth in the following pages. Sincerely, Robert J. Massa Vice President for Communications The graphic standards are not the story itself. That story is written each day by the many talented faculty, students, and administrators that comprise the Lafayette community. The graphic standards are a vehicle for enabling our story to be heard in a cluttered and busy communications landscape. We compete for attention with many other institutions. Use of a clear set of graphic standards is one of the ways in which we gain attention for our institution. This is why it is important for all the members of our community to adhere to these guidelines. Inevitably cases arise that are not covered in this manual. If you have questions, please contact the Communications Division at x 5120 and we will assist.

3 Lafayette College Communication Strategy I N T R O D U C T I O N 3 The Lafayette College Communication Strategy is built on four themes: 1. Collaborative, high-impact learning: For over 175 years, Lafayette has been known for a spirit of exploration that ignores boundaries, where faculty have collaborated with colleagues and students from different majors to build bridges between fields, to tackle challenges, and to solve problems. Connections between ideas and people are paramount on campus, in Easton, throughout the U.S., and globally. 2. Committed teachers and scholars: Faculty are at the core of Lafayette. They are active scholars and researchers on the frontier of learning, and have dedicated their lives to teaching and actively working with undergraduates. They prepare their students for purposeful lives of accomplish ment through intense personal mentoring in the classroom, in the field or laboratory, and beyond. 3. Extraordinary campus and facilities: Blessed with a beautiful campus in a great location near one of the world s greatest cultural centers, Lafayette has advanced and fully equipped academic facilities that adapt well to new curricular initiatives and to the evolving demands of research as an important part of under graduate education. Arts and athletic facilities have also expanded in recent years on the campus and in the community to the benefit of students and local citizens. 4. Involved, active, and focused students: Lafayette students are drivers, not passen gers; doers, not spectators. From diverse backgrounds here and abroad, they are motivated and focused, and they plan to use their education to accomplish great things in the world. They are socially engaged and active in multiple academic projects and student organizations. Lafayette graduates are highly successful in pursuing advanced study and securing top careers. When developing communications for a particular project, for example a press release or brochure, authors should allude wherever possible to these four themes. The trick to successfully implementing a brand strategy is to replace the habit of promoting a feature or program on its own with a new habit of tying features and pro grams to these four themes. For example, replace, Lafayette is one of the few small colleges with a full scale engineering program. with Because problem solving that crosses boundaries is key at Lafayette, the College offers engineering along with sciences, humanities, social sciences, and the arts. or Lafayette features Division 1 football. with One example of the extraordinary richness of resources at Lafayette is the Division I football team.

4 Lafayette College Visual Identity System I N T R O D U C T I O N 4 The Lafayette College visual identity system is critical for achieving a consistent look across all of Lafayette College s communications. Over time, this visual identity or look will become associated with the Lafayette College brand and thereby reinforce the institution s messages and personality. A heightened public awareness of the broader institution benefits the individual efforts of members of the Lafayette College community, whether recruiting students or faculty, promoting charitable giving, or collaborating with other organizations and municipalities. The elements of the Lafayette College identity system are: Lafayette College logo and its authorized variations Lafayette College colors Lafayette College typefaces The use of each of these elements is governed by the simple and clear guidelines provided in this manual. If you have questions, please contact the Communications Division for assistance.

5 Lafayette College Logo L O G O 5 The Lafayette College logo embodies the spirit of the institution: self confident, grounded in tradition, and forward looking. The words Lafayette College are set on two lines. All letter forms are capitalized. The letters of the word Lafayette are tracked in, and the L and A as well as the two Ts are connected. The tracking and linking of the letter forms creates a sym metrical arrangement of letters centered on the Y. This symmetry is highlighted by the small diamond set in the center of the line that divides the two words. The word college is set beneath the dividing line. The letters are smaller so that attention is drawn to the first word, Lafayette.

6 Guidelines for Application of the Lafayette College Logo L O G O 6 The Lafayette College logo must appear in a prominent position on all print and electronic communications that are in tended for external audiences. Examples of external audiences are: prospective students and faculty, alumni, donors, press, commu nity groups, academic societies, community organizations, foundations, and corpora tions. The logo is not required on strictly internal communications, such as flyers posted on campus, club announcements, and internal departmental communications. Student groups, other than athletic clubs or teams, are not required to use the College or athletic logo although it will be made readily avail able to them, and they are encouraged to add it to their promotional materials. Easton, Pennsylvania TEL FAX Examples include a front cover of a publication with the Lafayette College logo, a back cover of a brochure with the Lafayette College logo and mailing address, and the website homepage. On a multi-page print publication The logo should be placed on the front or back outside cover or on the inside front cover. On an advertisement or poster The logo should appear on the front. On a website The logo should appear on the homepage.

7 L O G O 7 It is very important that designers or desk top publishers do not attempt to construct the logo themselves, as the lettering in the logo has been sculpted especially for Lafayette College. Do not reproduce the logo by scanning a previously printed version. Such second generation art will degrade the quality of the image and perhaps alter the scale of the various elements. Clear Area A clear area around the logo equal to the height of the lowercase letters the x height should be incorporated into any design using the logo. x-height x-height Do not copy the logo from the Lafayette College website. Doing so will produce a poor quality image that will not reproduce clearly or accurately. x-height x-height Please obtain authorized electronic files of the logo from Lafayette College s Communications Division. Minimum Size The height of the Lafayette College logo should not be less than 1/2 inch in print, shown here in actual size. ½ inch

8 Department Logos The Communications Division will furnish logos to academic and administrative departments or programs upon request. All college logos will adhere to the basic standard outlined in this guide, where the department or program name will replace the word COLLEGE in the stacked version of the primary logo. Examples are as follows: communications psychology chemical &biomolecular engineering To reinforce the College s graphic identity system, the style above will be the only permissable representation of a department or program with the name Lafayette attached.

9 Incorrect Uses of the Logo logo 8 Do not manipulate or distort the Lafayette College logo, for example, by stretching or compressing it: Do not try to redesign one element of the logo, for example, the word College : Do not add words or images to the logo to create a composite logo treatment: Do not replace an element of the logo: Do not reposition, resize, or separate components: Do not add any elements to the logo, such as a line or punctuation mark: Do not overlap other logos or marks: lafayette college Visual Identity system

10 Color and the Lafayette College Logo L O G O 9 Lafayette College s official colors are discussed in the color section of this manual, starting on page 18. The official shades of the College s maroon and white are defined and a palette of complementary colors is provided. This section explains how to employ color with the Lafayette College logo. When designing a brochure that employs less than full color, for example a two color green and black piece, the logo should print in the darker and more neutral of the two colors, which in this case would be black. The logo could also reverse out to white. Correct uses The Lafayette College logo should always be printed in a single color. Designers should not print the logo in a highlight color. For example, in a two color black and yellow brochure, the logo should be printed in black or reversed out of the black, not printed in yellow. The logo always appears in the more neutral color so that the system maintains priority for maroon as the official color of the logo.

11 logo 10 Incorrect uses It is not permissible to print the logo in any two-color combination. lafayette college Visual Identity system

12 Different Versions of the Lafayette College Logo L O G O 11 Two versions of the Lafayette College logo have been created to suit different design circumstances. All of the guidelines that apply to the main Lafayette College logo also apply to the variant. The main version of the Lafayette College logo The main version of the College logo is the most complete and should be used wherever possible. Both elements of the logo are important: the treatment of the word Lafayette and the word College make an important statement about Lafayette College s place in the ranks of American educational institutions. The alternate version, which does not include the word College, is useful in a variety of contexts: The alternate version of the Lafayette College logo low resolution environments such as websites and html s where readability is a concern busy designs where additional clarity is desired

13 In addition to the two wordmarks, the alternative College seal may be used with the LAFAYETTE wordmark as indicated above. The alternative seal may only be used with LAFAYETTE, not with LAFAYETTE COLLEGE. The following examples should be adhered to when using the Lafayette College seal in print. The official college colors of white and maroon should be used with black as an acceptable alternative. The seal should always appear in the background with the Lafayette wordmark overtop. Do not change the relative size of the individual components of the secondary mark. Do not change/enhance/alter the shade, color of the secondary seal. The official college letterhead and business cards will always use LAFAYETTE COLLEGE not LAFAYETTE or the LAFAYETTE with the seal.

14 College Seal L O G O 12 The Lafayette College seal has a long tradi tion as an element in College iconography. The official Lafayette College seal is used on formal documents, i.e., on diplomas or other official administrative communica tions emanating from the President s Office or the Board of Trustees. The seal is also used for official ceremonial functions such as Commencement and appears on approved plaques, flags, or furniture. Official School Seal The seal is not the school logo. It should not be used on stationery or brochures as a logo. Generally, it should be reserved for official and ceremonial functions. Offices wishing to use the seal as a design element in a brochure should contact the Communications Division.

15 The Athletic Brand L O G O 13 Lafayette College maintains two separate identity systems: the first, which is dis cussed here, is used for all general College communications. The second is used for Lafayette s athletics program signs, sports paraphernalia, stationery, uniforms, etc. A copy of the design guide for the athletics program can be obtained from the Office of Athletic Communications & Promotions. Lafayette College Athletic Design Guide Lafayette communications should employ each guide in appropriate contexts. The two should never be used together. To promote the athletics program or allude to the spirit that Lafayette derives from its sports, the athletics guide should be used. The College guide is used in all other circumstances.

16 Lafayette College Colors C O L O R 14 The official Lafayette College colors are maroon and white. One or both colors should be used frequently on publications, websites, sweatshirts, etc. School colors are an important tool for building school pride and awareness. It is important that when the colors are used they are rendered accurately. This can pose a significant challenge, since vendors working in various media use different means for reproducing colors for example on a delivery vehicle or banner. The ultimate reference point for the school colors is the Pantone color Matching System PMS, developed for offset printing. The official designations for the school colors are: Maroon PMS 202 Black White When working with a vendor printing on paper or any other medium, i.e., signage, clothing, etc, request that it uses the PMS colors as a reference. A designer should never change the school colors by designating an alternate PMS color in a different shade of maroon.

17 C O L O R 15 Color Builds When working with four color process, designers should be aware that they will not be able to reproduce the school colors precisely. The following color mixes provide the closest approximation of the school colors in most contexts: Lafayette College Maroon PMS 202 ( Coated) CMYK = C10 M97 Y61 K48 RG B = R130 G36 B51 H TML = Lafayette College Maroon PMS 202 ( Uncoated) CMY K = C12 M88 Y67 K34 RG B = R139 G83 B93 H TML = 8B535D Lafayette College Black PMS Black (Coated and Uncoated) CMYK = C63 M52 Y51 K100

18 Official Lafayette College Typefaces T Y P E 16 There are specific typefaces Lafayette College departments are required to use on all electronic and print publications. The typefaces have been selected to allow for flexibility of design while also complementing the College logo. The goal is to allow departments to create a distinctive look that suits their marketing purposes while also ensuring that all communications from Lafayette College bear a family resemblance. Each family of fonts has a large range of weights and style choices, including italics, bold, etc. to allow for numerous options.

19 Serif Typeface T Y P E 17 In most circumstances, offices that are preparing brochures or other publications will rely most heavily on the serif typeface.* *Serifs are small, finishing strokes on the arms, stems, and tails of characters. The serif typefaces that have been selected for all Lafayette College print communica tions are Hoefler Text and Titling and ITC Caslon 224. Hoefler is an unusually complete family of typefaces. It offers full families of fonts in both text and titling formats, including Roman, bold, black, italic, and small caps. Also included are special font sets swash, alternates, engraved, and flourishes. Hoefler can be used for both headlines and body copy. ITC Caslon 224 is a stylized serif font that is used for headlines only.

20 Type 18 Hoefler Text Roman Roman Small Caps Italic Italic Small Text Swash Italic Bold Bold Small Caps Bold Italic Bold Swash Italic Black Italic Black Swash Italic Roman Alternates Italic Alternates Bold Alternates Bold Italic Alternates Black Alternates Black Italic Alternates Engraved No. 1 An additional serifed typeface, Georgia, is resident on most computers and has been designed to render well on a computer monitor. It should be used in electronic environments such as the Web and HTML encoded s. Georgia Regular abcdefghijklmnopqrstu ABCABCDEFGHIJKLM Georgia Italic abcdefghijklmnopqrstu ABCDEFGHIJKLMNOP Georgia Bold abcdefghijklmnopqr ABCDEFGHIJKLMN Georgia Bold Italic abcdefghijklmnopqr ABCDEFGHIJKLMN Black Engraved No. 2 Black Small Caps Fleurons & Arabesques lafayette college Visual Identity system

21 Type 19 Hoefler Titling Light Light Italic Light Small Caps Light Swash Semibold Semibold Italic Semibold Small Caps Semibold Swash Bold ITC Caslon 224 Book aabbccddeeffgghhiijjkkllmmnnooppqqrrsst Book Italic aabbccddeeffgghhiijjkkllmmnnooppqqrrsst Medium aabbccddeeffgghhiijjkkllmmnnooppqqrrsst Medium Italic aabbccddeeffgghhiijjkkllmmnnooppqqrrss Bold aabbccddeeffgghhiijjkkllmmnnooppqqrrs Bold Italic aabbccddeeffgghhiijjkkllmmnnooppqqrrs Black aabbccddeeffgghhiijjkkllmmnnooppqqrr Black Italic aabbccddeeffgghhiijjkkllmmnnooppqqr An additional serifed typeface, Georgia, is resident on most computers and has been designed to render well on a computer monitor. It should be used in electronic environments such as the Web and HTML encoded s. Georgia Regular abcdefghijklmnopqrstu ABCABCDEFGHIJKLM Georgia Italic abcdefghijklmnopqrstu ABCDEFGHIJKLMNOP Georgia Bold abcdefghijklmnopqr ABCDEFGHIJKLMN Georgia Bold Italic abcdefghijklmnopqr ABCDEFGHIJKLMN Bold Italic Bold Small Caps Bold Swash lafayette college Visual Identity system

22 Sans Serif Typeface T Y P E 20 The sans serif typeface used in Lafayette College publications is Scala Sans. Scala Sans is in the humanist tradition of sans serif typefaces, avoiding the geometrical and industrial feel of earlier sans serif designs. Its letter forms feature a good deal of sculpting and variation in width. This makes it suitable for a wide range of applications. It is unusually readable for a sans serif typeface. It is possible to design a whole brochure, including body copy in Scala Sans. When used large in headlines, the typeface has a modern, refined appearance that compliments the Lafayette logo. Sans serif typefaces do NOT have small, finishing strokes on the arms, stems, and tails of characters.

23 Type 21 Scala Sans Light Light Italic Regular In addition, a second sans serif typeface, Lucida Sans (a.k.a. Lucida Grande), is resident on most computers and has been designed to render well on a computer monitor. It should be used in electronic environments such as the Web and HTML encoded s. Regular Small Caps Regular Italic Bold Bold Small Caps Bold Italic Black Lucida Sans Regular abcdefghijklmnopqrs ABCABCDEFGHIJKLM Lucida Sans Italic abcdefghijklmnopqrs ABCDEFGHIJKLMNOP Lucida Sans Bold abcdefghijklmnop ABCDEFGHIJKLMN Lucida Sans Bold Italic abcdefghijklmnop ABCDEFGHIJKLMN Black Italic lafayette college Visual Identity system

24 Stationery S TATIONERY 22 College stationery follows the format at right. Certain offices have a customized version of the College stationery in which the name and title appears below the logo. All other offices and individuals should employ the general College stationery without personalization. Stationery is printed with the one color Lafayette College logo, using maroon PMS 202 and black. Stationery shown here at 50 of actual size. Date 1, 2010 Office of Admissions Easton, Pennsylvania TEL FAX Addressee s Name Title Company or Office Name Number and Street City, State, Zip Office of Admissions Salutation: Easton, Pennsylvania This letter demonstrates the recommended typing format for all correspondence using this letterhead. This typing format is an integral part of the letterhead design. Addressee s Name Loreum ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at Street Name incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon City, State sum. Asumpe colored ipsum non sutra et trata strata nuestro n ipsumel nontratasoi stra bta nuestro trabe sotro. Letterhead 8 ½ x 11 #10 envelope 9 ½ x 4 1/8 Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel non. Les oido reum tdo ipsum at incosume strata te asumpe colored. Ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel nonstrata te asumpe colored ipsum non sutra et trata nuestro sume col Loreum ipsum at incon sum. Colore ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum. Loreum ipsum at incon sum. Sincerely, Business Card 3 ½ x 2 Name of Sender Title of Sender Donna M. Kneule Design Director, Office of Communications Initials cc: Easton, Pennsylvania TEL FAX kneuled@lafayette.edu

25 Typing Format for Letterhead S TATIONERY 23 The typing format for standard letterhead and second sheet shown at right is an integral part of the design and should be followed. Type should be set in Times New Roman Windows or Times Roman Mac at 11 point. The left margin is set at 1 and the right margin at 1. The upper margin is set at 2 1/2 and the bottom margin at 1 1/2. The signature is set flush left. The body copy is flush left, not justified. The date line of the letter begins two and a half inches from the top of the letterhead. Allow two line spaces above the addressee s name, title, company name, etc. and one line above the salutation. In the body of the letter, add one line space between paragraphs. There are no indentations. The maximum line length should not exceed six and a half inches. Allow three line spaces for the signature above the name of the sender. Body of the letter should end 1 1/2 from bottom of the page. Stock The standard paper stock for letterhead is Strathmore Script 24# Smooth Soft White. Date 1, 2010 Addressee s Name Title Company or Office Name Number and Street City, State, Zip Salutation: This letter demonstrates the recommended typing format for all correspondence using this letterhead. This typing format is an integral part of the letterhead design. Loreum ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum. Asumpe colored ipsum non sutra et trata strata nuestro n ipsumel nontratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel non. Les oido reum tdo ipsum at incosume strata te asumpe colored. Ipsum non sutra et trata strata nuestro sume colored ipsum non sutra et trata strata nuestro n ipsumel nonstrata te asumpe colored ipsum non sutra et trata nuestro sume col Loreum ipsum at incon sum. Colore ipsum nostre pwtcon esutra e tratasoi stra bta nuestro trabe sotro. Les oido reum tdo ipsum at incosume strata te asumpe colored ipsum non sutra et trata strata nuestro sume col Loreum ipsum at incon sum. Loreum ipsum at incon sum. Sincerely, Name of Sender Title of Sender Initials cc: Office of Admissions Easton, Pennsylvania TEL FAX Aligns justified 2 ½ Body of the letter begins 2 ½ down from top edge 1 ½ Body of the letter should end 1 ½ from bottom of the page Maximum line length should not exceed 6 ½ Letterhead 8 ½ x 11

26 Business Cards and #10 Envelopes S TATIONERY 24 Business Cards Positioning of information on Lafayette College business cards is shown at right. Business Card 3 ½ x 2 Stock The paper stock for business cards is Strathmore Script 100# Cover Smooth Soft White. Donna M. Kneule Design Director, Office of Communications Easton, Pennsylvania TEL FAX kneuled@lafayette.edu Stevie Daniels Associate Director of College Communications Special Assistant to the Board of Trustees Lafayette College Easton, Pennsylvania TEL FAX danielss@lafayette.edu Text block is centered and aligns 1/8 from the bottom of the card Name/Title text block of the card. Text block is centered and bottom aligns. No more than 3 lines are permitted. #10 Envelope Address on envelope should be typed as shown, 4 1/2 from left and 2 from top. Stock The paper stock for envelopes is Strathmore Script 24# Smooth Soft White. Office of Admissions Easton, Pennsylvania ½ 2 Addressee s Name Street Name City, State #10 envelope 9 ½ x 4 1/8

27 Easton, Pennsylvania