BRAND GUIDELINES. VERSION 1.1 Revised: March 19, 2015

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1 BRAND GUIDELINES VERSION 1.1 Revised: March 19, 2015

2 CONTENTS Introduction 2 TWC as a Brand 3 Logos 4 Typography 8 Value Categories 10 Color 12 Other Graphic Elements 14 Templates 15 Writing Guidelines 16 Presenting a consistent look and feel for The Wallace Center (TWC) brand is critical for establishing the credibility of TWC. The visual brand guidelines to follow are meant to reflect the essence of the TWC brand in marketing communications in a unified and meaningful way. Certainly, there is far more to a brand than visual elements our voice, our personality, and the way we interact with patrons. Visitors know us because we are approachable, friendly, and above all, passionately engaged in their individual successes. These aspects of the brand will be evident in all communications and upheld in each personal encounter. However, this promise is built first from the inside by communicating clearly to external constituents. This set of brand guidelines, despite its visual focus, is realized when consistent communication materials and personal encounters synthesize to provide a familiar and memorable experience for each individual. These guidelines are intended to evolve with the organization. There is room for flexibility, individual creativity, and revision built into its foundation. For inquiries about appropriate usage, please contact Erica MacArthur. 2

3 TWC AS A BRAND Our mission at TWC is to provide a multi-unit, one-stop shopping experience for patrons, offering a suite of individual services in a centrally located physical space. In an effort to promote The Wallace Center as a cohesive brand, while also retaining the individual identities of each unit, the TWC brand should join the two elements in all forms of public exposure (e.g., web, press releases, marketing materials). For instance, RIT Libraries should identify themselves as RIT Libraries at The Wallace Center. This structure supports the mission of each unit while integrating them into a seamless whole. While individual unit logos do not need to incorporate at The Wallace Center, each should be used in conjunction with the primary TWC logo. Brand Guidelines Version 1.1 revised March 19,

4 LOGOS The primary TWC logo should appear in its entirety as shown. It should always be placed within a publication as a graphic element; do not try to re-create with text. The logo should always have good contrast with the background to ensure maximum readability. Primary Logo The logo may be displayed in a variety of colors, depending on its application. Color variations are recommended on page 5. (See page 13 for color values.) When resizing the logo, always do so proportionally. Most software programs allow you to size proportionally by holding down the shift key while sizing from the graphic s corner. The length of the logo should always be 1.5 or longer. Digital logo files in a variety of file formats can be found at: 4

5 LOGOS Color Variations Examples of inappropriate skewing Black and white On a colored background On an orange background Brand Guidelines Version 1.1 revised March 19,

6 LOGOS Logos for individual units within TWC should be used in conjunction with the primary TWC logo. Doing so will help to reiterate that TWC is a multi-unit entity, transcending the traditional concept of a campus library. 6

7 LOGOS Departmental Logos RIT Archives Brand Guidelines Version 1.1 revised March 19,

8 TYPOGRAPHY Typography is a fundamental element of the overall brand identity of an organization. Consistent application of the selected typefaces is particularly important at TWC to create continuity among the organization as a whole. Fonts for print applications TWC s official typefaces for printed materials are Myriad Pro and Minion Pro. These fonts provide a clean, fresh look for TWC s refreshed brand identity. The complete collection of typefaces in different weights (condensed, bold, etc.) for both Myriad and Minion are designed to work together, providing diversity while also maintaining consistency. It is recommended to use Regular or Medium weight for body text. Fonts for web applications TWC s official typeface for web applications is Myriad Pro. Fonts for permanent signage A multitude of permanent signage has been established throughout the building using Optima and Futura. Since it is cost prohibitive to replace, Optima and Futura are acceptable typefaces for permanent signage. Myriad Pro Regular ABCDEFGHIJKLKM NOPQRSTUVWXYZ $ %& abcdefghijklm nopqrstuvwxyz Minion Pro Regular ABCDEFGHIJKLKM NOPQRSTUVWXYZ $ %& abcdefghijklm nopqrstuvwxyz 8

9 TYPOGRAPHY Flexibility for annual campaign materials Typography for individual campaigns is somewhat flexible, allowing for creativity in campaign elements. For instance, TWC s inaugural brand campaign, More, uses the fonts Marketing Script and Univers for More-related headlines and call out text. Helvetica Neue is used for body text. Samples can be seen to the right. Sample Campaign Materials Flexibility for one-time promotions Typography for one-time events and exhibitions are also flexible, allowing for creativity in marketing materials. A sample poster used at the Cary Graphic Arts Collection can be seen to the right. For questions related to your event or exhibition materials, please contact Erica MacArthur. Sample One-Time Promo ELAINE LUSTIG COHEN Voice & Vision RIT Graphic Design Archives May 13 September 19, 2014 Brand Guidelines Version 1.1 revised March 19,

10 VALUE CATEGORIES The four core tenets of TWC (also referred to as value categories) discovery, technology, scholarship, and community are articulated visually with an associated color and icon, and are infused throughout each floor. One or more of these core values can categorize everything that TWC does. Icon Set The categories are available as a set of graphic icons, which can be used in conjunction with the TWC logo. Digital icon files in a variety of file formats can be found at: edu/brand. Generally speaking, the set should be used in its entirety, displaying all four icons together. There are instances, however, when they may be separated. For example, in the TWC Impact Report, impact stories are associated with individual value categories. In the sample shown on page 11, technology and community are highlighted separately from the others. (see page 13 for color values) 10

11 VALUE CATEGORIES Logo and Icons in Footer Bar Sample Usage in TWC Impact Report TOUR STOP TECHNOLOGY Innovative uses of technology to enhance educational goals. We have always embraced continuous improvement and innovation in both our space and services, which have been and continue to be central to a well-balanced academic experience. Now, in a changing landscape of Web-based tools and digital content, we are adapting to contemporary learning styles by incorporating a creative range of technological services, including our new Collaboration Station and web-based discovery tools. Brand Guidelines Version 1.1 revised March 19,

12 COLOR TWC uses RIT s black, orange, and warm grey colors as its main color palette. These colors are used on brochures, websites, and other major printed materials. Variations of grey are acceptable for accent colors. Graphics and photography are an effective way to infuse additional color. The Impact Report website is shown on page 13 as an example. Value Category Colors TWC s value categories are articulated visually with colors that correspond to each. This color palette can be used throughout TWC s marketing materials. When possible, the color selection should relate to the value category associated with the item or event being promoted. For example, promotional items for first-floor technology spaces could infuse green as it relates largely to technology. 12

13 COLOR Primary Color Palette CMYK: 25C 25M 25Y 100K RGB: 0R 0G 0B Hex: # CMYK: 0C 64M 100Y 0K RGB: 244R 123G 32B Hex: # F36E21 CMYK: 6C 7M 9Y 15K RGB: 205R 201G 197B Hex: # C7C3BD Value Category Colors CMYK: 0C 64M 100Y 0K RGB: 244R 123G 32B Hex: # F36E21 CMYK: 52C 0M 100Y 0K RGB: 136R 197G 64B Hex: # 88C540 CMYK: 10C 2M 84Y 0K RGB: 236R 228G 74B Hex: # ECE34A CMYK: 0C 0M 0Y 60K RGB: 128R 130G 133B Hex: # Brand Guidelines Version 1.1 revised March 19,

14 OTHER GRAPHIC ELEMENTS TWC has a vector graphic of its physical building on RIT s campus. This graphic is to be used in conjunction with the TWC logo. When possible, it should be used in its entirety and may not be separated from the TWC logo. If necessary, it may be cropped on the right and left, however, the tiger statue and infinity sculture must remain intact. An example is shown to the right. It is not necessary to include on all marketing materials. The digital TWC building graphic can be found at: wallacecenter.rit.edu/brand. TWC Building Graphic Sample Graphic Cropping WELCOME! 14

15 TEMPLATES Stationery Orders for letterhead, envelopes, thank you cards, and business cards can be processed through the HUB. They follow established RIT brand standards. TWC does not have its own stationery. Promotional & Presentation Templates TWC staff that wish to create their own print materials and/or powerpoint presentations for promotional purposes can find templates at The templates are read-only files. To modify the template with your own text, you can save it on your own drive and modify the file there. The logos and templates are designed to reflect the essence of the TWC brand and apply the brand standards in a consistent manner. Promotional Blasts To send a promotional blast about news, events, or other announcements, please contact Erica MacArthur. An official blast template has been created for this purpose. Please include the blast s content (including an image, if applicable), the audience/mailing list, a subject line, and the address it should be sent from. Brand Guidelines Version 1.1 revised March 19,

16 WRITING GUIDELINES In addition to brand recognition from consistency of colors, typography, and graphics, we also aim to be recognized by our voice. All written communications should deliver clear and consistent messages about the TWC brand. The guidelines to follow have been established to provide house rules on tone, style, TWC units, and punctuation. 16

17 WRITING GUIDELINES TONE Keep Your Writing Positive At TWC, our written communications should be friendly and positive. It is always better to use positive words, even if the overall meaning is the same. Example: Don t hesitate to call. (Begins with a negative.) Please feel free to call. (Begins with a positive.) Although both say essentially the same thing, the second sentence is more inviting and friendly. Keep Your Writing Personal Whenever possible, address your audience as you. We want to give people the feeling that we are speaking directly to them. Example: Your contribution makes a difference. Refer to TWC as us and we. Example: At TWC, we aim to be... Keep Sentences Short and Uncomplicated State your purpose early and keep supporting sentences concise. This is particularly important in an online environment. Long and complicated sentences may end up distracting or boring your audience. Varied sentence lengths will make your writing more interesting. Brand Guidelines Version 1.1 revised March 19,

18 WRITING GUIDELINES STYLE Abbreviations, acronyms Use the full name the first time it is mentioned with the abbreviation in parenthesis if it will be mentioned again. It is appropriate to use only the abbreviation or acronym afterward. Academic degrees Do not cite academic credentials unless it is significant to the writing. Bulleted lists Alphabetize bulleted lists unless it hinders the overall meaning or design. Alphabetized lists are easier for your audience to read. Put a period at the end of each bullet only if they are full sentences. The word should not be capitalized unless it begins a sentence. It should always be hyphenated. Time For am and pm, use lowercase letters and omit the periods between them. Leave a single space between the numeral and the time. Do not repeat am or pm in a single range unless the range spans from morning to night. Example: 2 to 4 pm 10 am to 4 pm If the hour is a round number, it is not necessary to write out the full time (e.g. 2 pm). If the hour is not a round number, write out the full time (e.g. 2:30 pm). Titles Use a person s title if it is significant to the writing, or if they have requested it. Exclamation points Exclamation points should be used very rarely and only when they are significant to the writing. Numerals Spell out zero through nine; use numerals for 10 and above. Use a comma for numerals of one thousand and above. Percentages Use a numeral followed by the word percent. 18

19 WRITING GUIDELINES DEPARTMENTS/UNITS In an effort to promote The Wallace Center as a cohesive brand, while also retaining the individual identities of each unit, the TWC brand should join the two elements in all forms of public exposure (e.g., web, press releases, marketing materials). For instance, RIT Production Services should identify themselves as RIT Production Services at The Wallace Center. The Wallace Center (TWC) Always use a capital T in the word the, even if it occurs mid-sentence. RIT Libraries Information Services for Research and Instruction RIT Archive Collections Cary Graphic Arts Collection It is appropriate to use Cary Collection once the full name has been introduced. Metadata Creation and Analysis RIT Production Services It is appropriate to use Production Services once the full name has been introduced. Both words should always be capitalized. SportsZone TWC Administration Information Technology Acquisitions/Serials/Information Delivery Services Circulation Services and Facilities RIT Press It is appropriate to use the Press once the full name has been introduced. The word Press should always be capitalized. Faculty Career Development Services (FCDS) Brand Guidelines Version 1.1 revised March 19,

20 WRITING GUIDELINES PUNCTUATION Commas Use commas to separate all items in a list. This is sometimes referred to as an Oxford comma. A comma is placed after each item as well as immediately before the coordinating conjunction. Space at the End of a Sentence Always use only one space between sentences for publications and correspondence. Example: Join us for cake, desserts, and networking. Em Dash Use an em dash with spaces around the dashes to show the interruption in the flow of a sentence. An em dash is longer than a hyphen. Example: We installed the computer stations all 24 of them in a matter of weeks. Hyphen Use a hyphen in compound words when describing someone or something. Example: Our well-known art collection... Quotation Marks Place before and after a speaker s exact words. Note that commas and periods always go within the quotation marks. Example: TWC, he said, has become my second home. 20

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