GRAPHIC IDENTITY GUIDE Updated December 2014
WAGNER COLLEGE S BRAND PROMISE Wagner College is an innovative, liberal arts college for aspiring leaders who want to live and learn on a beautiful, traditional campus; enjoy the vast resources of New York City; and connect the liberal arts with fulfilling careers. The Wagner Plan for the Practical Liberal Arts offers students an unparalleled educational experience that integrates different fields of knowledge, connects students with the local and global communities, and focuses on learning by doing through means such as internships and civic involvement. The close-knit campus community promotes students personal and intellectual development. Like any institution with many members and many years of history, Wagner College means different things to different people. But, if you are a member of today s Wagner community who is charged with maintaining a portion of the Wagner website, leading a tour for prospective students, writing an email to alumni, or otherwise communicating in an official way about the College, we would like you to have a solid idea about what we consider to be the College s central message. This core message is especially relevant to attracting prospective students and parents, but is also very important in presenting today s College to alumni, friends, and potential donors. These are not necessarily phrases to be used verbatim, but they are a guide to help you convey key points that will help your audience understand who we are.
CONTENTS 1 Primary Colors 2 Accent Colors 3 4 Official Logo 5 Alternative Web-Only Logo 6 Specialized Logos 7 Official Crest 8 Print Typography 9 Formal Typefaces 10 Digital Typography and Icons 11 Letterhead and Email Signature 12 Business Cards
Use of PMS 553 is essential to the brand identity of Wagner College. Use of another green is not acceptable. For pieces that call for a brighter look try using PMS 553 in conjunction with a 40 percent screen of itself. Or use a.25 border of white along the edges of the piece instead of flooding the color to the edges. PRIMARY COLORS Official logo colors are PMS 553 (green) and PMS 874 (gold). When spot colors and PMS 553 or 874 are available, the logo should print in one or both of these colors. If printing in a single color other than one of the primary logo colors, it is recommended the color be black. If the single color available is not black, it is acceptable for the logo to print reversed out of that color. If printing in process color inks and no spot colors are available, it is acceptable to use the provided process color builds in place of the spot colors with respect given to printer and substrate quality. The process version of Wagner gold is too light for small thin type. You may add 14 percent black if using process gold for type on a printed piece. PMS 553 4-color Process: C-65 M-0 Y-55 K-80 Web: #004331 (#175644 for hover) PMS 874 4-color Process: C-40 M-42 Y-95 K-0 Web: #A68C4A (#B29C50 for hover) 1
Neutral Tones for Web For the web, headlines and ACCENT COLORS small graphic accents may be done in shades of gray. #818181 for graphic elements and #595959 for headlines. See page 10 for sample graphic elements available in gray. This jewel-toned color palette enhances the Wagner College primary colors and allows for more flexibility when designing. Accent colors should always be used in conjunction with the official green and gold primary colors. In print, they may be used as solid blocks of color with type knocked out, or for auxiliary graphics like maps, charts and graphs. On the website, these accent colors may be used where color-coding would help to visually separate or organize content, much the same as in print. 4-color Process: C-19 M-82 Y-44 K-65 Web: #663333 (#803C3C for hover) 4-color Process: C-55 M-80 Y-100 K-45 Web: #563019 (#6C3D21 for hover) PMS 505 PMS 476 4-color Process: C-100 M-75 Y-35 K-30 Web: #023D61 (#035283 for hover) PMS 540 2
Size and Positioning 1¼" minimum width OFFICIAL LOGO Minimum safe zone equals the reproduced size of small cap height. Name recognition is important for the reputation of the College. The Wagner College logotype is a wordmark that provides a consistent, easy-to-read, and memorable rendering of the name. The logo has been carefully typeset and is available in a variety of file formats. It should not be used within body copy and should always be sized and positioned as seen at left. wagner_logo_build_green.eps wagner_logo_pms553.eps Logo should not be shown at greater than ¼ of a print page size unless it is being used as a screened-back graphic element. wagner_logo_build_gold.eps wagner_logo_pms874.eps wagner_logo_black.eps wagner_logo_white.eps 3
Examples of the Wagner College Logo in situ. 4
Favicons and Profile Pictures for Web/Mobile Use Favicons are composed of a thickened Wagner W, knocked out ALTERNATIVE LOGO WEB-ONLY of a green or gold background. The favicon can also be used as a profile picture for social media. In special circumstances for web, a stacked version of the Wagner College logo may be used. Use it only when it is needed to fit in a template that does not allow for the length of the official logo. (If you think you need this alternative logo, please contact the Office of Communications and Marketing.) It should never be the primary logo on any page of an official Wagner College website. For instances when the profile picture is always displayed at 85 by 85 pixels or greater, the W may be knocked out of an iconic Wagner College image. Wagner_Stacked_Green_WEBONLY.eps Wagner_Stacked_Gold_WEBONLY.eps Wagner_Stacked_White_WEBONLY.eps 5
Departmental Logos Schools, departments and initiatives SPECIALIZED LOGOS within Wagner College should have their own versions of the logo, which capitalize on the visual appeal of the BE PART OF THE CITY logo. For example: Be Part of the City is a long-running campaign at Wagner College. There is a specific logo to be used for the campaign. This logo should be used on admissions materials that feature Wagner College s location in New York City. It may be used in some other instances too, when the College s location is being highlighted. ALUMNI ASSOCIATION To obtain the proper file, send a request for to the Office of Communications and Marketing. Please also include a description WAGNER_BPC_logo_green&gold.eps of the usage so the proper file format is sent. WAGNER_BPC_logo_gold&white.eps WAGNER_BPC_logo_black.eps WAGNER_BPC_logo_white.eps Logo is also available in spot colors or mixed spot and process. 6
Crest with Logo If using the crest in conjunction with the Wagner College logo, OFFICIAL CREST use the files provided so that the proportions stay correct: The Wagner College crest is a traditional mark of the College dating back to its earliest days, featuring symbols of the institution s Lutheran heritage and academic mission. Use the crest on official printed documents and materials, such as formal presidential invitations, diplomas, and the Commencement program. It should never be used on marketing and communications materials, in print or online, except in association with the Wagner College president. CombinedLogoCrest_PMS553.eps (also available for PMS874) CombinedLogoCrest_3Color.eps Crest_3Color.eps Crest_PMS553.eps Crest_PMS874.eps 7
Type Tip Always try optical kerning PRINT TYPOGRAPHY and remember to check that all W s are properly kerned (especially with Bauer Bodoni). The typeface for the official logo is Bauer Bodoni Roman. This font is generally used in all caps format, which is only appropriate for selective use in headlines and short blocks of highlight copy. When used in all caps it should be scaled to 90 percent horizontally. Add a.08pt. stroke to the font so that it prints cleaner. For a modern juxtaposition, ITC Officina Sans and ITC Officina Serif are used for all purposes; body, headlines, highlight copy, and media; print and advertising. BAUER BODONI ROMAN BAUER BODONI BOLD ITC Officina Sans Book ITC Officina Sans Italic ITC Officina Sans Bold ITC Officina Sans Bold Italic ITC Officina Serif Book ITC Officina Serif Italic ITC Officina Serif Bold ITC Officina Serif Bold Italic Magazine Pastonchi MT Regular (body text) Bauer Bodoni Roman News Gothic SH Roman News Gothic SH Bold News Gothic SH Light SH News Gothic Light Italic Pastonchi MT Italic pastonchi mt regulartexpert Pastonchi MT Titling Rockwell Extra Bold Rockwell Std. Bold Rockwell Regular 8
Add Flourish to Formal DInvitations FORMAL TYPEFACES Graphic elements can help to visually organize text on formal invitations. Use or create flourishes like the one above. A more elegant combination of typefaces is to be used for formal invitations and for collateral related to special occasions, including Commencement. Fonts are listed below. Bauer Bodoni Roman should always be 90% horizontal scale and all caps with a.08pt. stroke. BAUER BODONI ROMAN Cac Champagne News Gothic SH Light PRESIDENT RICHARD GUARASCI AND THE FACULTY AND STAFF cordially invite you to the Student Awards Dinner in recognition of Academic and Leadership Achievement FRIDAY, MAY 3, 2013 SIX O CLOCK IN THE EVENING MAIN DINING HALL D Your response is requested by Friday, April 19, 2013 RSVP to 718-390-3181 or cace@wagner.edu 9
Social Media Icons The icons below are the preferred ones to be used on Wagner College print publications and on the website. They re also provided in gold, gray and white. Use them aligned vertically, horizontally, or both. DIGITAL TYPOGRAPHY AND ICONS Web fonts specified are for all live text on Wagner College s website, and for Wagner College video titles. Banner ad campaigns and graphics that include flat text may include Bauer Bodoni. News Gothic Bold Condensed BTRegular News Gothic Regular Small eye-catching symbols offset headers on the Wagner College website. The set is growing and evolving and is maintained by the Office of Communications and Marketing. Sample symbols are shown below. SocialMediaIcons.eps Symbols.eps 10
Email Signature Set up a standard signature for your outgoing emails. Use the default font. Name Title Department (single line)* wagner.edu 718-420-4468 LETTERHEAD All letterhead should be ordered through the Office of Communications and Marketing. Letterhead for individual departments is to follow the template below and should be printed with PMS 553 and PMS 874 on a bright white uncoated stock. Connect with Wagner College! (link to wagner.edu/about/social) DEPARTMENT NAME * Department should link to your departmental homepage. DEPARTMENT NAME One Campus Road, Staten Island, New York 10301 DepartmentalEnvelope.ai One Campus Road, Staten Island, New York 10301 718-XXX-XXXX (f) 718-XXXXXXX wagner.edu/department DepartmentalLetterhead.ai 11
More Info For cards with extra-long BUSINESS CARDS titles or information you don t see in the examples below, please use the files: Employee_BCard_Extend.ai SeniorStaff_BCard_Extend.ai All new business cards should be ordered through the Office of Communications and Marketing. The card templates are below. They should be printed with PMS 553 and PMS 874 on a bright white uncoated stock. Employee Name Title Office 718-XXX-XXXX employee.name@wagner.edu One Campus Road, Staten Island, New York 10301 wagner.edu Senior Staff Name Title Office 718-XXX-XXXX employee.name@wagner.edu One Campus Road, Staten Island, New York 10301 wagner.edu Employee_BCard.ai SeniorStaff_BCard.ai 12