Graphic Style Guide for Recruitment Publications

Transcription

1 Office of Publications Graphic Style Guide for Recruitment Publications Springfield

2 Missouri State University recruitment publications graphic style guidelines Fonts and typography Official University logos Nomenclature Cover elements Dimensions and grids Publication dimensions Text grid Margins and gutters Binding and finishing Text specifications Section headlines Running headlines Body copy Marketing message Graduate study opportunities Folios Cutlines Drop caps Reversed type Use of color Color palette and color usage Use of photos Postal regulations Mailing indicia Business Reply Mail Courtesy Reply Mail Envelopes Standard Sizes Paper weight Paper and aqueous coatings Postcard clear zone Required statements/elements University statement Contact information EO/AA statements Recycle logo and statement Printing Services logo Job number Colophon

3 Missouri State University Recruitment Publications Graphic Style Guidelines The purpose of this style guide is to help maintain visual consistency in all Missouri State recruitment publications. This consistent standard will help readers become familiar with other publications in the recruitment process that may developed by the Office of Admission or an academic unit. A review of University recruitment publications by the Noel Levitz consulting firm supports this approach. By complying with a visual standard, each recruitment publication will possess higher credibility than if a variety of formats were used. The design consistency will help create a sense of singular authorship and authority, as well as ensure pertinent information is included in each publication. To help reinforce these standards and make them as clear as possible, sample documents containing examples of these style guidelines have been included. Fonts and typography Adobe Garamond is the primary font used in the body text, while Helvetica Neue is reserved for section headlines, running headlines and cutlines. Adobe Garamond Regular Adobe Garamond Italic Adobe Garamond Semibold Adobe Garamond Semibold Italic Adobe Garamond Bold Adobe Garamond Bold Italic { 3 }

4 Helvetica Neue 45 Light Helvetica Neue 46 Light Italic Helvetica Neue 55 Roman Helvetica Neue 56 Italic Helvetica Neue 65 Medium Helvetica Neue 66 Medium Italic Helvetica Neue 75 Bold Helvetica Neue 76 Bold Italic Helvetica Neue 85 Heavy Helvetica Neue 86 Heavy Italic Helvetica Neue 95 Black Helvetica Neue 95 Black Italic { 4 }

5 Official University logos The Missouri State University wordmark, Carrington logo, Bear Head logo and respective secondary athletics logo, University Seal and Princeton Review logo should follow their respective guidelines. These guidelines are available online at You may download appropriate logos from this site. Each of the University marks is a registered trademark and cannot be altered in any way. The Carrington Hall logo is to be used individually, or in conjunction with the wordmark as a unit. It is the preferred mark for all non-athletics units and activities at Missouri State University. The Bear Head logo represents Missouri State University s intercollegiate athletics programs and its individual men s and women s teams. It has a limited role in non-athletics applications. The Bear Head logo is to be used individually, or in conjunction with the wordmark as a unit. The MSU with wordmark logo was developed to be used together. The MSU logo and/or letters should never stand alone they should always be used with Missouri State University or Missouri State as shown. Even then, it has a very limited usage. The MSU with wordmark logo should not be used for print items nor electronic/web application. The M mark is to be used in conjunction with Missouri State. The M Missouri State logo is a secondary logo for Missouri State University and should not be used on stationery items other than note cards. It may not be used for web application. { 5 }

6 The University seal is the official legal seal of the University. Its use is restricted to official and legal documents, primarily generated by the president s office and/or Board of Governors. Missouri State is one of only 81 institutions in 33 states that The Princeton Review commends and features in its book Colleges with a Conscience: 81 Great Schools with Outstanding Community Involvement. The Princeton Review logo may be used as a secondary logo in publications, designating Missouri State as the only Missouri university to earn a profile in the book. Nomenclature The official name of the University is Missouri State University. To ensure recognition of Missouri State University beyond the surrounding region, first reference of the University s name should be Missouri State University or Missouri State. Subsequent references may be Missouri State, the University or the institution. The campus community is asked not to use the initials of MSU in the University s day-to-day operations. { 6 }

7 Cover elements Each publication should feature the following on the cover: 1. Missouri State University wordmark, to address trademark requirements 2. Department name (college name if applicable) 3. Springfield 4. Appropriate web address Dimensions and grids Publication dimensions Recruitment publications can be in various sizes and formats; however, brochures and booklets can not exceed 9 x 12 inches, the size of the Viewbook. The size and format will depend on amount of content supplied by the client and budget available. Appropriate sizes will be recommended to ensure publications fit in the standard sized envelopes. Postcards also may be developed for small publication needs. Document sizes may range from a minimum length of 5 inches by a minimum height of 3.5 inches to a maximum length of 6 inches by a maximum height of 4.25 inches to be mailed within the postal rate for postcards. Oversized postcards may be developed to a maximum length of 11.5 inches by a maximum height of 6 1/8 inches. Oversized postcards have an increased postage rate. Reference the Mail Dimensional Standards Template to ensure adequate space is allotted for the OCR read area. Standard sizes for posters include 11 x 17, 18 x 24, 22 x 28 and 24 x 36 inches. { 7 }

8 Text grid Smaller publications such as 4 x 9 and 6 x 9 documents will primarily utilize one column. Larger publications use a three-column or two-column grid structure. This grid should be used as a foundation for placing columns of text, which will help provide a consistent look and feel between all recruitment publications. 4 x 9 6 x x 11 or 9 x x 11 or 9 x 12 x y x y x 2x+y y x sample spread { 8 }

9 Margins and gutters For 8.5 x 11 and 9 x 12 inch documents, the margins should follow the dimensions listed to the right. Gutters for these larger documents should be.25 inch. 8.5 x 11 or 9 x 12 top top outside gutter gutter inside inside gutter gutter outside bottom bottom For 4 x 6 and 6 x 9 inch documents, the margins are.5 inch on all sides. Two-column documents follow the same margins, but with a.125 inch gutter. 8.5 x 11 or 9 x 12 { 9 }

10 Binding and finishing Recruitment publications will primarily be developed as a saddle stitch, glue bind or pocket folder. The Office of Publications will approach each client s needs and tailor the binding/finishing accordingly. Text specifications This section outlines the specifications of text, including font selection, leading, tracking, justification and hyphenation. Section headlines Section headlines introduce new topic matter, which includes headlines and body copy. The typeface for section headlines will vary in size according to the dimensions of the publication. The text should be treated in upper and lower case, all lower case is not permitted. As a general rule, ALL CAPS should not be used in any recruitment publication. Running headlines Running headlines are within the body copy and act to separate sections of body copy. Running headlines are 12/14, using upper and lower case letters, all lower case is not permitted. A hard return is used after the body copy and before the next running headline. As a general rule, ALL CAPS should not be used in any recruitment publication. The use of small caps may be used sparingly and appropriately. Body copy The body copy is treated as Adobe Garamond 9/12. Tracking for body copy should not be less than minus -3/200 em (InDesign = -20). Increased tracking should not be greater than 2/200 em (InDesign = 20). The first paragraph of the body copy is justified left with no indentation. All subsequent paragraphs also are justified left, but have a paragraph indent of.2 inch. Do not force justify any body copy. When using the auto-hyphenation feature of Word or InDesign, limit consecutive hyphenation to two lines. Do not manually insert hyphens in any publication. To ensure consistency, the name of academic departments, offices and colleges should be treated as a proper name, capitalizing the first letter of each word. When referencing the University as a proper noun, capitalize the first letter, as well. When directing the reader to a web site or address, the address should be set in italic body copy. { 10 }

11 Marketing message It is encouraged to use the University s marketing message whenever possible. The five main topics are: the advantages of Missouri s second-largest university; strong academic programs with a focus on career success; a comfortable campus on which to live and learn; the advantages of Springfield; and affordability and value. Graduate study opportunities It also is encouraged to include information on the graduate opportunities within the program, including courses that offer an accelerated master s degree option. More than 50 percent of incoming freshmen report they plan to pursue a master s degree. Folios The folios should include the following elements: Missouri State University, web address, as well as the page numbers. This applies only to publications of 6 x 9 and larger, as well as 8 pages or more. A table of contents may be added to a publication as needed. Type size of the folios should be 6 pt Cutlines Cutlines, or photo captions, are 9/12. Text for cutlines may be left or right justified according to photo placement and length of cutline. Drop caps Drop caps are reserved for special featured articles within the recruitment publications, such as testimonials, message from the dean/president, etc. They should be used sparingly. Reversed type Reversed type is to be used sparingly throughout recruitment publications. The type size should not be smaller than 9/12. Ensure print vendor can reproduce clearly if reversing type in 4-color process. Be aware of reversing out type in publications using mixed Pantone colors or 4-color process, lack of registration may cause decreased legibility. { 11 }

12 Use of color Color palette and color usage The official colors for the University are Pantone 505 and white. The fourcolor process equivalent of Pantone 505 may also be used for offset printing (C=0, M=100, Y=65, K=75). The official web color of the University in RGB mode is R=74. G=0 and B=16 or hexadecimal #4a0010. Pantone 505 White [Paper] C=0, M=100 Y=65, K=75 WEB R=74, G=0, B=16 WEB Hexadecimal #4a0010 Color should be primarily led by the photography. Complimentary color, including Pantone 505 is encouraged, but is to be used sparingly. Be aware of reversing out type in publications using mixed Pantone colors or 4-color process, lack of registration may cause decreased legibility. Use of colored bars or lines or text to accentuate the design on the page is permitted, provided that these colors are derived from the photography on the page/spread. Use of photos Photographs and other imagery will serve as the primary graphic elements in recruitment publications. When ordering photo shoots from the Office of Photographic Services it is best to specify that they shoot in recruitment style. This alerts the photographer to pay particular attention to angles and framing. During photo shoots, ensure photo release forms are signed and on file with the Office of Photographic Services. Copies of the form may be found at When at all possible, attempt to show diversity in photos, not only with mix of male and female participants, but also through inclusion of ethnic minorities. Cropping is encouraged to give personality to photos and publications. Photos must be at least 300 dots per inch (DPI) at the size they are to be reproduced to ensure print quality. Images used online at 72 DPI will not reproduce clearly in print. Text wrap for each photo should be set to no less than or.0139 inches (InDesign). { 12 }

13 Postal regulations Postal regulations change periodically which may cause increased postal charges for a publication in violation. Most publications may be pre-approved by the U.S. Postal Services mailpiece design analyst, PDF versions of the publication may be ed to the analyst for approval, joel.w.schroeder@usps.gov. Mailing indicia For self-mailing publications of 200 pieces or more, the non-profit organization U.S. postage paid indicia (Permit No. 1555) should be included on the upper right corner of the mailer. This will assist with the bulk-mail process. The indicia must be at minimum 5/8 inch square in size to meet postal regulations. Only the bulk-mailed publications can have indicia; hand-distributed publications can not it can be covered with a white label or crossed out with a marker. Therefore, it is recommended to split the print quantity so that a certain amount of brochures have indicia and certain amount do not. If a self-mailing publication is going to have sprayed-on address, this indicia can be sprayed at the time of addressing; thus, avoiding the hassle of split quantities. On the other hand, if the address is printed on sticker label, the indicia will have to be pre-printed. For publications being mailed first class, or with a quantity less than 200 pieces, the indicia should not be used. Non-profit Org. U.S. Postage PAID Springfield, MO Permit No Business Reply Mail 1. If a publication is printed at Printing Services, the Qualified Business Reply Mail (QBRM) Application must be completed and sent to Printing Services for typesetting together with the work order. 2. If a publication is printed at an off-campus vendor, a Qualified Business Reply Mail (QBRM) Application must be completed and sent to Printing Services for typesetting. Printing Services will, in turn, supply a PDF file to be placed in the design and return the original QBRM form for processing. Follow up procedure for publication that has BRM tear-off card: 1. If the publication is printed at Printing Services, no follow-up procedure is needed. 2. If the publication is printed off-campus, pull 10 samples of the actual printed BRMs and the original QBRM application will need to be sent to USPS mail piece analyst to ensure the correct bulk rate is charged. Courtesy Reply Mail A Courtesy Reply Mail is a barcode that Printing Services can lay out on a selfaddressed return envelope. A Courtesy Reply Mail is used when the sender has to affix postage stamp to send his/her response back to the University and the barcode expedites the delivery of the mail. This barcode can only be set in black or dark colors with enough blacks in its mix. So, if you are designing a return envelope with one Pantone color (e.g. blue), be aware that the blue may not have enough black for the barcode to scan properly. In such case, your return envelope will need to be printed in 2 colors instead of 1 color. { 13 }

14 Envelopes Envelopes are constructed in a number of standard sizes and closures. For a complete listing, reference The Envelope Specifier. For recruitment publications requiring an envelope, the standard sizes utilized are #10 commercial/business for 4 x 9 inch publications, #1.75 catalog for 6 x 9 publications and #10 booklet for 9.25 x 12 publications. Note cards and invitations may be sent in A-2 envelopes for 4.25 x 5.5 inch enclosures, or an A-6 for 4.5 x 6.25 inch enclosures. Standard sizes The minimum postcard size is 3.5 x 5; the maximum is considered to be 4.25 x 6, for standard postcard mailing rate (cheaper). Beyond this size, it is called oversized postcard or letter-size mail (more expensive though still considered standard ); and this can range from 5 x 8, 6 x 9 to 6 x 10. Use the Letter-Size Mail Dimensional Standards Template to determine the acceptable sizes. Paper weight Postal regulations require that postcard and reply card meet minimum paper weight, which is 10pt. Some brands of 80 lb. cover weight paper may be borderline when used for a reply card or postcard. The following list of papers are recommended: ~ C1S Cornwall cover (coated on 1 side) ~ C2S Cornwall cover (coated on both sides) ~ Utopia matte 100# cover ~ Carnival uncoated 100# cover ~ Exact uncoated 80# cover Most folded brochures or booklets meet the postal regulations due to the added thickness when folded; however, if a tear-off reply card is part of the brochure, that tear-off card must meet minimum paper weight per postal regulations. Folded brochures or multiple page booklets will have to tabbed for mailing. Paper and aqueous coatings For a postcard, it is recommended that C1S Cornwall cover paper being used. C1S stands for Coated on 1 Side; therefore, the front of the postcard will be coated, while the uncoated back (mailing) side will prevent the sprayed-on address getting smeared. If a label address is being used, then the postcard can be coated on both sides (C2S). If a publication is going to have overall aqueous coating, choose the dull aqueous instead of matte aqueous coating. The sprayed-on address will not dry on the matte coating causing it to smear. Postcard clear zone Every postcard should have a clear zone for USPS barcode. There are two possible layouts to allow for this clear zone: { 14 }

15 4 x 6 or 4.25 x 6 3 address area barcode area 3/8 min 1/2 recommended 2 min 2.25 recommended address area barcode area /8 min 1/2 recommended 6 x 8 or 6 x 9 or 6 x address area barcode area 3/8 min 1/2 recommended min 2.25 recommended address area barcode area 3/8 min 1/2 recommended 4.75 { 15 }

16 Required statements/elements University statement The University statement should be included in all recruitment publications, and may be edited by the Office of Publications to fit the space. The type should be treated as body copy. About Missouri State University Through its first 100 years (1905 to 2005), Missouri State University emerged as one of the major universities of the Midwest. As you narrow your search for a university that meets your needs and expectations, consider the following advantages that Missouri State offers. The advantages of Missouri s second-largest university: With 150 academic programs at the undergraduate level and 47 at the graduate level, Missouri State has an enrollment of more than 19,000 students from throughout Missouri and the nation, as well as from 80 countries. The University also offers more than 300 student organizations, NCAA Division I athletics and a full array of activities, services and programs. Strong academic programs with a focus on career success: The University has more than 700 full-time faculty members who offer expertise in a wide range of academic specialties, and the ratio of full-time students to full-time faculty is 18 to 1. Academic programs are supplemented by one of the largest cooperative education programs in the Midwest, which provides students with opportunities to receive relevant work experience that is highly valued by prospective employers. A comfortable campus on which to live and learn: For a major university, Missouri State has a surprisingly compact and convenient campus. Its features include residence halls that have received national acclaim, an outstanding student union, several recreation and fitness facilities, and a nationally accredited health center. The University also has placed a special emphasis on providing a safe and secure environment for students. The advantages of Springfield: As Missouri s third largest city, located in the fastest growing region of the state, Springfield offers an abundance of opportunities for entertainment, recreation, shopping and employment. Affordability and value: Student fees at Missouri State are below the state and national averages for four-year public colleges, and room and board rates are among the lowest in the state. The University also offers an extensive program of scholarships, financial aid and student employment. Missouri State is a multi-campus system, with its main campus located in Springfield. This selective admission campus offers the programs described in this publication and confers bachelor s, master s and selected post-master s degrees. The University also has an open admission campus in West Plains, a research campus in Mountain Grove, and an extended campus that offers a variety of courses through distance learning. On August 28, 2005, the implementation of Senate Bill 98 changed the University s name from Southwest Missouri State University. { 16 }

17 Contact information Each publication should have a list of contact information, which may include one or more of the following: ~ Phone number: Use 417- as the prefix, as well as 800- for toll-free numbers ~ address: Include current department address ~ Web address: Encourage simplified web addresses for departments and programs. If a re-direct address is needed to represent nameofprogram, request the client to contact the web services director for further instruction. EO/AA statement One of the following University s affirmative action statements must be included on all recruitment publications. The EO/AA statement is to be set at 6pt text /7pt leading. Student/Recruiting: Publications, Advertisements and Web sites Nondiscrimination Statement Missouri State University is a community of people with respect for diversity. The University emphasizes the dignity and equality common to all persons and adheres to a strict nondiscrimination policy regarding the treatment of individual faculty, staff, and students. In accord with federal law and applicable Missouri statutes, the University does not discriminate on the basis of race, color, religion, sex, national origin, ancestry, age, disability, or veteran status in employment or in any program or activity offered or sponsored by the University. In addition, the University does not discriminate on any basis (including, but not limited to, political affiliation and sexual orientation) not related to the applicable educational requirements for students or the applicable job requirements for employees. This policy shall not be interpreted in a manner as to violate the legal rights of religious organizations or military organizations associated with the Armed Forces of the United States of America. The University maintains a grievance procedure incorporating due process available to any person who believes he or she has been discriminated against. Missouri State University is an Equal Opportunity/ Affirmative Action employer. Inquiries concerning the grievance procedure, Affirmative Action Plan, or compliance with federal and state laws and guidelines should be addressed to Jana Estergard, Equal Opportunity Officer, Siceluff Hall 296, 901 South National Avenue, Springfield, Missouri 65897, { 17 }

18 EO statements for large printed or electronic publications regarding student recruitment or Missouri State University academic programs, i.e. booklets, large brochures, etc. (choose one): Missouri State University adheres to a strict nondiscrimination policy and does not discriminate on the basis of race, color, religion, sex, national origin, ancestry, age, disability, veteran status, or on any basis (including, but not limited to, political affiliation and sexual orientation) not related to the applicable educational requirements for students in any program or activity offered or sponsored by the University. Missouri State University is an equal opportunity/affirmative action institution. We encourage applications from all academically qualified people interested in educational opportunities. The following statement may be added to either of the EO statements above in printed or electronic publications that focus on student recruitment: To request accommodations due to disability please contact Disability Services, Plaster Student Union 405, 901 South National Avenue, Springfield, Missouri 65897, (voice), (TTY). EO statements for small printed or electronic publications regarding students or student recruitment when space is limited, i.e. stationery, small advertisements, one-page brochures, fliers, etc.: Missouri State University is an Equal Opportunity/Affirmative Action Institution An Equal Opportunity/Affirmative Action Institution EO/AA (when space is highly limited) Recycle logo and statement The recycle logo and statement must be used on all publications. It is the University s policy to comply with the state s statute on recycled paper. Printed on recycled paper please recycle. Printing Services logo Those publications that are printed at Missouri State Printing Services will have a small Printing Services logo near the recycle logo. { 18 }

19 Job number The job number should appear near the EO/AA statement in Adobe Garamond typeface. The job number is used for the publications office records and includes the client code, number and fiscal year, as well as the month and year in which it was published. Example: PUB Colophon Offices involved in the creation of recruitment publications will be credited for their work, as well as those organizations involved from outside the University will be listed in the colophon on select publications. { 19 }

20 Printed on recycled paper. PUB