Graphic Standards Manual Misericordia University

Graphic Standards Manual Misericordia University

PRESIDENT S MESSAGE This graphic standards manual introduces and explains Misericordia s visual identity and institutional brand. The consistent use of these standards throughout all university communications both in print and online will build a stronger, more coherent, and more persuasive brand identity. A strong brand will in turn help us achieve our goal to increase awareness, interest, and enrollment while also improving student quality. As we make the change from College Misericordia to Misericordia University, we have a great opportunity to reinforce our brand promise: Misericordia University is where caring, motivated students receive the attention they deserve, the high quality education they seek, and the opportunities they need to be successful. If you have further questions about correct usage of the graphic identity and other brand elements, please contact the Marketing Communications Department for project approval. Michael A. MacDowell President CONTENTS President s Message 2 Official Color Palette 3 The Logo 4 The Icon 7 The Wordmark 10 Examples of Correct Usage 11 Examples of Incorrect Usage 14 Typography 15 Paper Stock 16 Sample Publications 17 President s Message 2

OFFICIAL COLOR PALETTE MAIN COLOR PALETTE C O AT E D U N C O AT E D P M S 1 1 7 C P M S 2 9 3 C P M S 1 1 7 U P M S 2 9 3 U There are two main colors in Misericordia s official palette. The official colors coordinate with the Pantone Matching System, the most widely accepted industry standard for matching colors. Pantone colors are formulated to print on coated and uncoated paper. MISERICORDIA MISERICORDIA MISERICORDIA MISERICORDIA GOLD BLUE GOLD BLUE PANTONE COLORS ON C O L O R B U I L D S W E B C O L O R S COATED STOCK: PMS 117C, gold PMS 293C, blue PANTONE COLORS ON UNCOATED STOCK: PMS 117U, gold PMS 293U, blue PANTONE FOUR-COLOR P R O C E S S C O L O R : MISERICORDIA GOLD P R O C E S S C O L O R : MISERICORDIA BLUE R G B VA L U E S : MISERICORDIA GOLD R = 1 9 6 R G B VA L U E S : MISERICORDIA BLUE R = 0 PROCESS COLORS: MU s colors may also be made up of 4-color process screen builds to approximate the PMS equivalents. C = 0 M = 1 8 Y = 1 0 0 K = 1 5 C = 1 0 0 M = 5 7 Y = 0 K = 2 G = 1 5 8 B = 1 3 G = 7 1 B = 1 8 6 RGB VALUES: Specify the RGB (red, green, blue) values shown to match MU s official colors on the Web. ALTERNATE YELLOW/GOLD C O AT E D U N C O AT E D COLOR BUILDS W E B C O LO R S ALTERNATE YELLOW/GOLD: In cases where a brighter yellow is desirable, such as on the athletic logo, it is acceptable to use the alternate yellow/gold. P M S 1 1 6 C ALTERNATE GOLD P M S 1 1 6 U ALTERNATE GOLD P R O C E S S C O L O R : ALTERNATE GOLD R G B VA L U E S : ALTERNATE GOLD R = 2 4 7 We recommend using this option sparingly as it is difficult to match in CMYK. Always use the yellow/gold as an accent color. It is not deep enough to hold legibility in type. C = 0 G = 2 0 9 M = 1 6 B = 2 3 Y = 1 0 0 K = 0 Official Color Palette 3

THE LOGO The new logo consists of two components: an icon (a stylized rendering of the Misericordia arch) and a wordmark (the University name set in a specially created type treatment). ICON WORDMARK C O R R E C T U S A G E The icon and wordmark have been designed for flexible usage. The icon may appear alone, and the space between the icon and wordmark may be adjusted depending on layout requirements. N O T E : The complete logo which includes both the icon and wordmark, must appear at least once on any application. Either the icon or the wordmark may appear independently only if the complete logo has been used. The Logo 4

THE LOGO The logo has been designed in two orientations horizontal and vertical to provide flexibility in layout and design. H O R I Z O N TA L O R I E N TAT I O N V E R T I C A L O R I E N TAT I O N The Logo 5

THE LOGO There are two options for displaying the logo in two colors. V E R S I O N 1 V E R S I O N 2 VERSION ONE shows the icon in gold and the wordmark in blue. Use this option when reproduction can be closely monitored to ensure that the detail in the icon is crisp and clear. This version is not recommended for reproduction in small sizes. VERSION 2 shows the icon in blue and gold with the wordmark in blue. Use this option whenever reproduction cannot be closely monitored. This option will provide the most clarity in all sizes. To ensure clear legibility, never attempt to reproduce the wordmark in PMS 117 Gold. The Logo 6

THE ICON The icon designed to reflect Misericordia s history and traditions is a stylized rendering of the University s signature campus landmark, the main entrance archway. The icon may be used separately from the wordmark. The Icon 7

THE ICON Three versions of the Misericordia icon that show varying levels of detail have been created to cover all reproduction requirements. I C O N / L A R G E V E R S I O N I C O N / M E D I U M V E R S I O N I C O N / S M A L L V E R S I O N 1" or larger 1/2 1" 1/4" LARGE: The large version shows the most detail in the arch rendering and is designed for use in largescale applications such as banners. N O T E : The complete logo which includes both the icon and wordmark, must appear at least once on any application. Either the icon or the wordmark may appear independently only if the complete logo has been used. MEDIUM: The medium version shows more detail in the arch rendering and is designed for general use. It is suitable for reproduction at 1/2" in width to 1." N O T E : The complete logo which includes both the icon and wordmark, must appear at least once on any application. Either the icon or the wordmark may appear independently only if the complete logo has been used. SMALL: The small version is the most simplified rendering of the arch and is designed for reproduction in sizes smaller than 1/2" in width, or for usage with low-resolution requirements. For best results, do not attempt to reproduce the icon at sizes smaller than 1/4." N O T E : The complete logo which includes both the icon and wordmark, must appear at least once on any application. Either the icon or the wordmark may appear independently only if the complete logo has been used. The Icon 8

THE ICON The two-color icon retains a white background when overprinting a color. All other single color options are transparent when overprinting a color background. 2 - C O L O R O P T I O N O N P M S 1 1 7 G O L D 1 - C O L O R ( W H I T E ) O N P M S 1 1 7 G O L D 1 - C O L O R ( P M S 2 9 3 ) O N P M S 1 1 7 G O L D 2 - C O L O R O P T I O N O N 5 0 % O F P M S 2 9 3 1 - C O L O R ( W H I T E ) O N P M S 2 9 3 B L U E 1 - C O L O R ( P M S 1 1 7 G O L D ) O N P M S 2 9 3 B L U E 2 - C O L O R O P T I O N O N S A M P L E C O L O R 1 - C O L O R ( W H I T E ) O N S A M P L E C O L O R 1 - C O L O R ( P M S 1 1 7 G O L D ) O N S A M P L E C O L O R The Icon 9

THE WORDMARK Misericordia s wordmark is set in the Minion typeface family. Minion is a contemporary font inspired by classical, old style typefaces of the late Renaissance. Minion combines the aesthetic and functional qualities that make text type highly readable with the versatility of digital technology. The font size and letterspacing have been adjusted for optimal legibility and visual flow. N O T E : The font size and letterspacing have been carefully adjusted for optimal legibility and visual flow. Do not attempt to recreate the wordmark. Always use the Illustrator document provided. To ensure clear legibility, never attempt to reproduce the wordmark in PMS 117 Gold. The Wordmark 10

EXAMPLES OF CORRECT USAGE PMS 293 blue and PMS 117 gold are the preferred color options for printing the logo. The logo may also reverse out of a solid color of either the official blue or gold. Icon, PMS 117 and wordmark, PMS 293 Icon, PMS 293, PMS 117 Icon and wordmark, PMS 293, PMS 117 Icon, PMS 293 Icon and wordmark, white, on PMS 293 background Icon, PMS 117 on PMS 293 Icon and wordmark, PMS 293 on PMS 117 background Icon, PMS 293 on PMS 117 Examples of Correct Usage 11

EXAMPLES OF CORRECT USAGE 1) Acceptable: The logo may overprint a photograph. For good legibility the logo must be placed in a clear area of the photo. 1) 2) Unacceptable: Do not attempt to print the logo on any photo that is too busy or does not have a clear, open area. 2) 3) Acceptable: Place the logo in a solid color field if a photo does not have a dead area that will allow clear legibility of the logo. 3) Examples of Correct Usage 12

EXAMPLES OF CORRECT USAGE Walk under the Misericordia University arch and you step into the best of two worlds. You get a great education that builds a strong foundation for a successful career and a fulfilling life. 1) 1) The icon may be used alone as a graphic accent. 2) The size and orientation of the icon and wordmark may be altered to enhance legibility in special applications such as a vertical banner. 2) Examples of Correct Usage 13

EXAMPLES OF INCORRECT USAGE 1) MISERICORDIA U N I V E R S I T Y 1) The wordmark should never be replaced by another font. Always use the approved logo artwork. 2) 2) Do not apply a horizontal or vertical scale that will alter the original proportions of the icon or wordmark. 3) 3) Do not insert other elements into the logo. 4) 4) Do not fill the arch with a color other than Misericordia s official colors. 5) 5) Do not use a background color that is too dark to hold the legibility of the logo. Examples of Incorrect Usage 14

TYPOGRAPHY Misericordia s typographic palette consists of two primary font families a serif font, Minion, and a sans serif font, Avenir. When Minion is unavailable or where print quality cannot be controlled, we recommend substituting Times New Roman, a widely available serif font. MINION 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ 1234567890 Consistent use of typography MINION ITALIC 11 on 12 point abcdefghijklmnopqrstuvwxyzabcdefghijklmno PQRSTVWX YZ 1234567890 Consistent use of typography will MINION BOLD 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQR STUVWXYZ 1234567890 Consistent use of typography MINION BOLD ITALIC 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMN OPQRSTUVWXYZ 1234567890 Consistent use of t AVENIR ROMAN 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOP QRSTUVWXYZ 1234567890 Consistent use of typog AVENIR BLACK 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLM NOPQRSTUVWXYZ 1234567890 Consistent use of M I S E R I C O R D I A U N I V E R S I T Y P R I M A R Y F O N T S The fonts for Misericordia have been chosen to provide an elegant, clean, and flexible suite of typefaces to meet the University s diverse communications needs. Minion and Avenir combine classic with contemporary styling. Both font families consist of a range of weights from light to extra bold. Use Avenir sparingly to draw attention to a headline or when a bold weight is required to bring out a caption or subhead. We do not recommend Avenir for running text. M I S E R I C O R D I A S S E C O N D A R Y F O N T When Minion is unavailable, Times New Roman may be used instead. MISERICORDIA SECONDARY FONT TIMES NEW ROMAN 11 on 12 point abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQ RSTUVWXYZ 1234567890 Consistent use of typography TIMES NEW ROMAN ITALIC 11 on 12 point abcdefghijklmnopqrstuvwxyzabcdefghijklmno PQRSTVWX YZ 1234567890 Consistent use of typography w Typography 15

PAPER STOCK Anthem, manufactured by New Page Papers, is the paper stock chosen for Misericordia s printed marketing materials. Domestically produced, Anthem offers consistent product quality and press performance. An economy grade with outstanding opacity, Anthem is a good choice for Misericordia brochures, catalogs, and direct mail. Finishes play an important part in all print communications. Misericordia s materials have a dull finish, which provides a smooth tactile quality without the glare of a high gloss sheet. Paper Stock 16

SAMPLE PUBLICATIONS 6.5 X 9 4 PAGE BROCHURE The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications. C O V E R B L U R B S I Z E 12 point L E A D I N G 15 point C O L O R PMS 293, 70% PA G E 4 C O V E R C O V E R H E A D L I N E T Y P E F O N T Avenir Heavy S I Z E 10.6 point L E A D I N G 22 point T R A C K I N G +5 C O L O R white T E X T T Y P E S I Z E 8.6 point L E A D I N G 12 point; +6 sec. lead H E A D S F O N T Avenir Heavy S I Z E 7 point L E A D I N G 12 point; +2 above T R A C K I N G +10 PA G E 2 PA G E 3 C A L L O U T S F O N T Avenir Heavy S I Z E 10 point L E A D I N G 12 point T R A C K I N G +10 C O L O R PMS 293 Sample Publications 17

SAMPLE PUBLICATIONS 6.5 X 9 BOOK The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications. C O V E R H E A D L I N E S I Z E 19 point L E A D I N G 20 point C O L O R white C O V E R C O V E R T E X T S I Z E 9.6 point L E A D I N G 13 point, +6 sec. lead C O L O R PMS 293 T E X T T Y P E S I Z E 8.6 point L E A D I N G 12 point; +6 sec. lead PA G E H E A D S F O N T Avenir Heavy S I Z E 8 point L E A D I N G 12 point; +2 above T R A C K I N G +30 PA G E 2 PA G E 3 T E X T H E A D S F O N T Avenir Heavy S I Z E 7 point L E A D I N G 12 point; +2 above T R A C K I N G +10 Sample Publications 18

SAMPLE PUBLICATIONS B A C K C O V E R F R O N T C O V E R 6 PANEL BROCHURE W/REPLY CARD The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications. C O V E R B L U R B S I Z E 16 point L E A D I N G 20 point C O L O R white PA N E L 2 PA N E L 3 H E A D L I N E T Y P E F O N T Avenir Heavy S I Z E 9 point L E A D I N G 20 point T R A C K I N G +10 C O L O R white PA N E L 2 H E A D F O N T Avenir Heavy S I Z E 8 point L E A D I N G 12 point T R A C K I N G +30 C O L O R PMS 293 R E P LY C A R D R E T U R N M A I L I N G PA N E L PA N E L 2 T E X T S I Z E 9.6 point L E A D I N G 12 point; +2 sec. lead PA N E L 3 H E A D S F O N T Avenir Black S I Z E 7 point L E A D I N G 14 point, +2 pts. before T R A C K I N G +6 PA N E L 3 T Y P E F O N T Avenir Medium S I Z E 8.6 point L E A D I N G 14 point R E P LY C A R D T Y P E F O N T Avenir Medium S I Z E 8 point L E A D I N G 20 point T R A C K I N G +50 Sample Publications 19

SAMPLE PUBLICATIONS POSTCARD The following is a sampling of typographic specifications. For complete specifications, refer to the quark document of this brochure on the CD enclosed with this manual for complete specifications. C O V E R B L U R B S I Z E 20 point L E A D I N G 22 point, +18 sec. lead C O L O R white F R O N T H E A D L I N E T Y P E F O N T Avenir Heavy S I Z E 9 point L E A D I N G 20 point T R A C K I N G +10 C O L O R white B A C K H E A D S I Z E 15 point L E A D I N G 18 point T R A C K I N G +10 C O L O R PMS 293 B A C K T Y P E S I Z E 10 point L E A D I N G 13 point B A C K B A C K S U B H E A D S I Z E 14 point L E A D I N G 18 point; +6 sec. lead C O L O R PMS 293 Sample Publications 20