7427 PMS FON Futu Min [ BRAND IDENTITY GUIDELINES 2.0 ]
TABLE OF CONTENTS PART 1 [ BRAND BACKSTORY ] 4 [ BRAND OVERVIEW ] 4 [ MISSION AND VISION ] 4 [ BRAND ATTRIBUTES ] 5 [ BRAND POSITIONING STATEMENTS ] 6 PART 2 [ VISUAL ELEMENTS ] 7 Logo 8-16 Color Palette 17 Typography 18 Photography 19 PART 3 [ STATIONERY SUITE ] 20 Letterhead 21-23 Envelopes 24 Business Card 25 Notecards and Envelopes 26 Folder 27 [ POWERPOINT ] 28 [ E-MAIL SIGNATURE ] 29 [2]
PART 1 [ BRAND BACKSTORY ] [ BRAND OVERVIEW ] [ MISSION AND VISION ] [ BRAND ATTRIBUTES ] [ BRAND POSITIONING STATEMENTS ]
BRAND BACKSTORY Rose-Hulman Institute of Technology has a rich history of excellence in the field of engineering. Even our founding in 1874 by entrepreneur, industrialist, and namesake Chauncey Rose echoes today s demand for quality scientists, engineers, and mathematicians. Chauncey Rose founded the school to address the shortage of engineers critically needed to complete construction of the railroads that were criss-crossing the country. Since these historic roots, Rose-Hulman has enjoyed a golden reputation through the years by providing the nation s and the world s top students with a high- caliber, real-world education. Our approach to providing science, engineering, and math education in a small, personal setting by top experts in the field remain intact today and continue to ensure our students success. BRAND OVERVIEW This guide is a reference for maintaining and positioning the Rose-Hulman brand accurately, professionally, and consistently. It also guides messaging, tone, photography, and visual presentation, particularly for those audiences who may not know anything about us. This reference also serves to support the Mission and Vision of Rose-Hulman, and the initiatives within our current Strategic Plan. ROSE-HULMAN S MISSION: The Mission of Rose-Hulman Institute of Technology is to provide our students with the world s best undergraduate science, engineering, and mathematics education in an environment of individual attention and support. ROSE-HULMAN S VISION: Rose-Hulman graduates will be inspired and prepared for lives of purpose and success, defining and solving the problems of a complex global society. Rose-Hulman will be a lifelong partner with our graduates and a recognized global leader in science, engineering, and mathematics education. [4]
BRAND ATTRIBUTES A distinctive tone and message enhance the coherence of Rose-Hulman s image and set us apart from other colleges and universities. A consistent tone and message also aid communication efforts and create a strong first impression in those individuals who know little or nothing about Rose-Hulman (prospective students and their families, possible donors and funding organizations, media, and general audiences). Here are some characteristic values that speak to our strengths. These words and phrases can be used to set the tone in art directing photos, writing copy, and otherwise bringing our stories to life. They are categorized into three areas: innovation, intellect, and individual attention. Innovation (our mindset) Original, imaginative Creative, inventive Entrepreneurial Inspired Passionate Forward thinking Rigorous Curious Expertise (our talents) Technical skill Strategy development Leadership and mentorship Critical thinking Problem-solving Engagement Culture (our environment) Welcoming, friendly Collaborative, cooperative, team-focused Student-centric Like a family Encouraging, supportive Diverse, global, inclusive Unpretentious Safe Lifelong community (Forever Rose) Professional [5]
BRAND POSITION STATEMENTS Inspired by the current Rose-Hulman Strategic Plan, here are some phrases to inspire narrative and imagery. Real-world experience is a hallmark of a Rose-Hulman education. Rose-Hulman has the hardest-working faculty and staff in higher education. These professionals are accessible and committed to student success. World s best undergraduate science, engineering, and mathematics education. Environment infused with innovation and individual attention. Inspired and prepared for lives of consequence, purpose, and success. Solving the problems of a complex, global society. Lifelong partner with our graduates. Our goal is to become the recognized global leader in science, engineering, and mathematics education. Empowering students with the skills required to deal with complexity and the innovation economy. A culture of connectedness and philanthropy. Campus environment of inclusiveness. Experiencing the world and its diversity. Employer of choice. Science, engineering, and mathematics education can lead to a diverse range of futures that can positively impact the world. Where thinkers and tinkeres thrive. [6]
PART 2 [ VISUAL ELEMENTS ]
VISUAL ELEMENTS: Official Primary Logo and Colors This is the format for the logo configuration and should be used in all instances. Under no circumstances should the mark Rose-Hulman be used without Institute of Technology underneath it. This wordmark represents a return to our original official colors, PMS 7427 (Rose-Hulman Red) and white. See page 9 for application. Primary Logo CMYK C = 0 M = 100 Y = 65 K = 28 RGB R =128 G = 0 B = 0 HEX #800000 PMS 7427 White These presentations are a secondary option where design prevents use of a reverse (white text on red). PMS 7427 and black PMS 7427 [8]
VISUAL ELEMENTS: Clear Space and Size Requirements We have established a minimum clearance space around the logo to maximize its legibility and visual impact. Logo is not to be crowded. The Blue O = the same value as the White O. This is measured by the handle on the O in Rose. This is the value used to determine the clearance of graphics from the logo, horizontally and vertically. O = clearance space Minimum Usage Size by Width = 1.5 [9]
VISUAL ELEMENTS: Improper Logo Use With regard to color, scaling, and positioning of individual logo elements, it is very important that the logo be used ONLY as indicated on previous pages to ensure brand quality, legibility, and consistency. Do not attempt these transgressions: Do not condense or stretch the logo. Do not change colors. Do not combine the Rose-Hulman Logo (the wordmark) with the Graphic R. Do not use logo over busy photos. Do not remove Institute of Technology. Do not reverse colors. Do not use any special effects. (Example: drop shadows, outside glow, outlining, inserting of photos into logo, embossing, etc.) [10]
VISUAL ELEMENTS: Official Graphic R Logo and Colors with Rose-Hulman Name The official colors for Rose-Hulman are PMS 7427 (Rose-Hulman Red) and white. See Creative Director for this type treatment. Secondary Logo CMYK C = 0 M = 100 Y = 65 K = 28 RGB R =128 G = 0 B = 0 HEX #800000 PMS 7427 White These presentations are a secondary option where design prevents use of a reverse (white text on red). PMS 7427 PMS 7427 and black [11]
VISUAL ELEMENTS: Clear Space and Size Requirements We have established a minimum clearance space around the logo to maximize its legibility and visual impact. Logo is not to be crowded. The Blue O = the same value as the White O. This is measured by the width of the white portion of the h and the height of the white portion of the curve of the R. This is the value used to determine the clearance of graphics from the logo, horizontally and vertically. O = clearance space Minimum Usage Size by Width = 1 [12]
VISUAL ELEMENTS: Official Graphic R Logo and Colors The official colors for Rose-Hulman are PMS 7427 (Rose-Hulman Red) and white. See page 12 for application. Tertiary Logo CMYK C = 0 M = 100 Y = 65 K = 28 RGB R =128 G = 0 B = 0 HEX #800000 PMS 7427 White These presentations are a secondary option where design prevents use of a reverse (white text on red). PMS 7427 PMS 7427 and black [13]
VISUAL ELEMENTS: Clear Space and Size Requirements We have established a minimum clearance space around the graphic to maximize its legibility and visual impact. Logo is not to be crowded. The Blue O = the same value as the White O. This is measured by the width of the white portion of the h and the height of the white portion of the curve of the R. This is the value used to determine the clearance of graphics from the logo, horizontally, and vertically. O = clearance space Minimum Usage Size of Official Graphic R by Width =.5 [14]
Red Pms 7427 VISUAL ELEMENTS: Improper Graphic R Usage With regard to color, scaling, and positioning of individual logo elements, it is very important that the logo be used ONLY as indicated on previous pages to ensure brand quality, legibility, and consistency. Do not attempt these transgressions: Do not condense or stretch the graphic. Do not change colors. Do not combine the Rose-Hulman Logo (the wordmark) with the Graphic R. Black Do not use over busy photos. Do not reverse colors. Do not use any special effects. (Example: drop shadows, outside glow, outlining, inserting of photos into logo, embossing, etc.) [15]
VISUAL ELEMENTS: Official Academic Seal This mark is to be used only on official academic documents such as diplomas and official transcripts, as well as documents issued from the Office of the President. The seal is not meant to be used interchangeably with the Rose-Hulman logo. The seal is one color produced in either PMS 7427 or black. (All requests for the seal must come through the Office of Communications and Marketing or the Office of the Registrar.) PMS 7427 Black PMS 7427 Black [16]
COLOR PALETTE Color Usage in Print Applications Color is an important tool for creating consistency among communications materials. The primary colors should always be Rose-Hulman Red and white. An accent color palette has been selected to complement Pantone 7427 (Rose-Hulman Red ) and white. The consistent use of these colors will infuse the communications materials with a stronger sense of brand identity. Four-Color Process (CMYK Printing) Is used for printed materials with more than one color. CMYK percentages (cyan, magenta, yellow, and black) make up the four-color process, and are mixed to match the desired Pantone color. Primary Colors- PMS 7427 (Rose-Hulman Red) and white. PMS 7427 White PMS 459 C = 0 R = 128 M = 100 G = 0 Y = 65 B = 0 K = 28 HEX = 800000 100% red should be used at all times. Accent Colors - Only to be used to complement the Rose-Hulman Red color, never to replace it. C = 2 R = 222 M = 5 G = 205 Y = 53 B = 99 K = 5 HEX = DECD63 PMS 133 C = 16 R = 108 M = 32 G = 87 Y = 100 B = 27 K = 61 HEX = 6C571B PMS 5747 C = 49 R = 61 M = 27 G = 68 Y = 98 B = 30 K = 79 HEX = 3D441E Spot Color (Printing with Pantone Matching System (PMS) colors) In printed materials that allow for spot color, Pantone Matching System (PMS) colors should be used. Color Usage in Digital Applications (Web and Video) Because you cannot mix inks on computer screens you must mix light. RGB refers to Red, Green, and Blue, the component colors of light. Use the RGB formulas and/or hexadecimal color codes to mix light for applications such as web and video. PMS 651 C = 40 R = 167 M = 16 G = 188 Y = 1 B = 214 K = 2 HEX = A7BCD6 PMS 5405 PMS 7500 PMS 158 C = 3 R = 223 M = 5 G = 209 Y = 26 B = 167 K = 2 HEX = DFD1A7 C = 71 R = 79 M = 30 G = 117 Y = 13 B = 139 K = 41 HEX = 4F758B C = 0 R = 232 M = 64 G = 119 Y = 95 B = 34 K = 0 HEX = E87722 PMS 425 C = 38 R = 84 M = 28 G = 88 Y = 21 B = 90 K = 63 HEX = 54585A Screen percentages are acceptable on the accent colors only. [17]
VISUAL ELEMENTS: Rose-Hulman Fonts for Communications and Marketing Materials Futura and Minion are the standard fonts used for marketing and communications materials. Outside advertising agencies and vendors also will be required to use these fonts. (Please refer to the creative director for more details.) Futura: Futura Book Futura Book Oblique Futura Medium Futura Medium Oblique Futura Heavy Futura Heavy Oblique Futura Bold Futura Bold Oblique Used for headlines and subheads. Small amounts of body copy such as postcards or ads. Minion: Minion Regular Minion Italic Minion Semi-Bold Minion Semi-Bold Italic Minion Bold Minion Bold Italic Used for headlines and subheads. Large amounts of body copy, such as booklets and brochures. VISUAL ELEMENTS: Rose-Hulman Fonts for Faculty and Staff Documents (printing) Helvetica to substitute for Futura and Times Roman is to substitute for Minion. VISUAL ELEMENTS: Rose-Hulman Preferred Digital Fonts (web and e-mail) Arial is to substitute for Futura and Times Roman is to substitute for Minion. [18]
VISUAL ELEMENTS: Photography The Rose-Hulman experience is an authentic feeling that needs to come to life in our photography. Strong action photos communicate our vibrant environment of individual attention, collaborative energy, innovation, and intellectual curiosity. Does the photo: Tell the Rose-Hulman story? Showcase our beautiful campus and innovative facilities? Inspire our audiences? Serve as a slice of life on campus: realistic and not posed? Feature the diversity of our campus? Showcase current technologies, interesting projects, tools, and labs? Highlight subjects who are using proper safety standards, given the situation (safety glasses, protective attire, hard hats, proper technique, etc.)? Have sound, attractive composition? Have appropriate resolution for final production? All photos must have a signed release form on file. [19] Rose-Hulman Institute of Technology Brand Identity Guidelines 2.0
PART 3 [ STATIONERY SUITE ] [ POWERPOINT ] [ E-MAIL SIGNATURE ]
STATIONERY SUITE The examples shown here represent the approved Rose-Hulman Institute of Technology stationery suite. The suite has several components, including letterhead, business card, notecards, and various envelopes. The following pages contain examples and specifications on the suite. Office Letterhead Department Letterhead [21]
STATIONERY SUITE: Letterhead Letterhead specifications for Rose-Hulman will be formatted as follows: Features: Logo, Address, Phone, Fax, Website Address, and Department Name. Paper Stock: Neenah Classic Crest Solar White 24# Writing. Size: 8.5 x 11 Colors: 2 color, PMS 7427 and Black Rose-Hulman Logo: Size: 1.5789 in Width File Name: RH_IOT_HiRes-2c.eps Address and Phone numbers: Font: Futura Standard Medium Point Size: 6.5, font tracking 80 Color: Black 60% Web Address: Font: Futura Standard Medium Point Size: 6.5 Color: Pantone 7427.75.5 Logo, address and ruled line separate at.072.5 Ruled Line:.75 Color: 50% Black Department Name: Font: Futura Standard Medium (All Caps) Point Size: 8.5 Color: Pantone 7427 Address, phone number, fax number, and website align flush right at the end of the ruled line. Department name stays on one line. Flush right All templates are created and managed by the Office of Communications and Marketing. [22]
STATIONERY SYSTEM: Formatting Letterhead The image to the right depicts how a letter should be set up on the Rose-Hulman letterhead. For text copy, please use Times Roman. Please adhere to the margins that are shown to the right. Features: Date, Addressor Name, Company Name, Address, City, State, Zip Salutation, (Example: Dear John) Text indents flush left and ragged right. Closure, (Example: Sincerely or Best regards) Your signature should be followed by, in upper and lower case, your Name, Title, and E-mail Address. Please note image does not represent actual size. Margin is 2 from top of page Left margin is 1.21 from left of page.5.75 [23]
STATIONERY SUITE: Envelopes Envelope specifications for Rose-Hulman will be formatted as follows: Colors: 2 color, Pantone 7427 and Black. Features: Logo, Address, and Department Name. Paper Stock: Neenah Classic Crest Solar White 24# Writing. Rose-Hulman Logo: Size: 1.5789 in Width File Name: RH_IOT_HiRes-2c.eps Address: Font: Futura Standard Medium Point Size: 6.5, font tracking 80 Color: Black 60%.375 Logo, address and ruled line separate at.072.5 Copy to stay on one line flush right. Ruled Line:.75 Color: 50% Black Department Name: Font: Futura Standard Medium (All Caps) Point Size: 8.5 Color: Pantone 7427 When two lines are necessary. Refer to example B for placement. Example A Example B All templates are created and managed by the Office of Communications and Marketing. [24]
STATIONERY SUITE: Business Card Business card specifications for Rose-Hulman will be formatted as follows: Size: 3.5 x 2 Colors: 2 color, Pantone 7427 and Black. Features: Logo, Address, E-mail, Phone, Fax, Cell, Website Address, and Department Name. Paper Stock: Cougar Smooth Opaque White 100# Cover. Name: Font: Futura Standard Heavy (All caps) 7 point., Pantone 7427.23.25.23 Ruled Line:.75 point. 50% Black Title: Futura Standard Heavy 7 point., 60% Black Address: Futura Standard Medium 7 point., 60% Black.25 Description: E-mail, Phone, Fax, Cell Futura Standard Heavy (All caps) 5 point, 60% Black E-mail Address and Numbers: Futura Standard Medium 7 point, 60% Black Department Name: Futura Standard Medium (all caps) 7 point, Pantone 7427 Website: Futura Standard Medium (lower case) 7 point, Pantone 7427 All templates are created and managed by the Office of Communications and Marketing. [25]
STATIONERY SUITE: Notecards and Envelopes Folded notecard and single notecard with envelopes. Colors: 2 color, Pantone 7427 and Black Paper Stock: Neenah Classic Crest Solar White 100# cover and 24# writing for envelopes Folded Notecard Front Single Notecard Flat Size: 5.5 x 4.25 Finished Size: 5.5 x 4.25 Flat Size: 7.25 x 7.25 Finished Size: 3.75 x 7.25 Folded Notecard Back Monarch Envelope for Folded Notecard A2 Envelope for Single Notecard All templates are created and managed by the Office of Communications and Marketing. [26]
STATIONERY SUITE: Folder Specifications: Two angled pockets Finished Size: 9 x 12 folder. Prints: 1 color, PMS 7427 with dull aqueous coating. Paper Stock: 100# dull cover. 5500 Wabash Avenue Terre Haute, Indiana 47803 812-877-1511 www.rose-hulman.edu 5500 Wabash Avenue Terre Haute, Indiana 47803 812-877-1511 www.rose-hulman.edu Front Inside Features: Two angled pockets. Left-pocket diecut to hold brochure and right-pocket diecut to hold business card and brochure. Backside of folder is red with Rose-Hulman logo, address, phone number with website address. All templates are created and managed by the Office of Communications and Marketing. [27]
POWERPOINT: PowerPoint Templates The Rose-Hulman PowerPoint is branded to use with the Rose-Hulman logo. Features include two title pages one with a photo that can be swapped out and the second with a headline only. Secondary slides are branded as well to ensure a consistent appearance throughout the presentation. Font formatting is Arial. Example of two PowerPoint slides that can be used intermittently Title Page option 1 above features a photo that can be swapped out Title page option 2 no photo [28]
E-MAIL SIGNATURE: Formatting To ensure professionalism and brand consistency, this signature format should appear at the foot of all Rose-Hulman corresponding e-mail. No additional quotations, statements, or images may be used without approval of the Office of Communications and Marketing. Featured to the right is the standard e-mail signature and a standard reply e-mail signature. The reply signature includes minimal information and is used when the full address is not needed. Two hyphens are used to ensure e-mail platforms recognize your signature. Two Hyphens: used to ensure e-mail platforms recognize your signature Name/Title/Dept. Name: Arial Bold, 10 point (Upper & Lower Case), color is black Rose-Hulman: Arial Bold 10 point (Upper Case), color is dark red Address, phone numbers, e-mail, website address: Arial, 10 point (Upper and Lower Case,) color is black Standard E-mail Signature Fonts are Arial Bold and Arial. Suggested point size is 10 point. For best e-mail practices, and to ensure Rose- Hulman brand integrity, do not add quotations, photos, background wallpaper, or additional graphics of any kind to your e-mails. This not only follows best business practices, but also helps with the delivery of your e-mail to all digital devices. Signatures to right appear 40 percent smaller than original size. Standard E-mail Reply Signature [29]