THE UNIVERSITY OF MANITOBA BRAND

BRINGING IT ALL TOGETHER: THE UNIVERSITY OF MANITOBA BRAND 35

THE UNIVERSITY OF MANITOBA BRAND OUR STORY WHERE WE ARE SHAPES WHO WE ARE At the University of Manitoba, we embrace this province, its people and our position in the centre of the continent. We have turned challenges into opportunities that have allowed us to grow and excel; to think big and dream big. People who are not from here often struggle to understand this province and its people. They rely on stereotypes cold, remote, isolated without fully understanding how those very characteristics shape and influence Manitobans in deep and wonderful ways. Our sometimes cold temperatures have made us warmer. Our distance from other cities has brought us closer. Our environment challenges us in ways we would expect and ways we would not. Where we are has shaped who we are as individuals and as a community. It causes us to adapt, to innovate and to invent. It challenges us to grow and to create. The powerful and transformational force that has carved out a unique culture in a distant location is embodied at the University of Manitoba. We are proud it is the intellectual birthplace of many successful entrepreneurs, educators, and artists who are celebrated around the world. At the University of Manitoba we are Trailblazers, Innovators, Visionaries, Explorers, Defenders, Rebels, and Pioneers. Our university provides a transformational student experience that fuels a unique spirit and drives us to push forward, defy convention and carve new paths. 36

THE NATIONAL BRAND AWARENESS CAMPAIGN The University of Manitoba national awareness campaign tells our story in a compelling and dramatic way while focusing on key areas of research. As the first expression of the newly formed brand platform, this campaign will act as a springboard for all visual expressions of the brand moving forward. The messaging stays true to the brand story in recognizing that Manitobans are unique. It captures what it's like to grow up here and the unique spirit that it produces in individuals. That unique spirit makes Manitobans different. They are: Rebels, Pioneers, Creators, Innovators, Trailblazers, Challengers, Defenders, Visionaries, Explorers and Adventurers. Client: University of Manitoba Docket: 15872 Proof #: TRAILBLAZER: High Resolution proof Job: Public Affairs Campaign Publication: Globe and Mail Dimensions: 20.88 inches x 6.64 inches Ink: 4 Colour Bleed: NA Approved as is Approved with changes New proof required Client signature Proofreader Creative Director Date While every piece of communication is unique, this list of brand tenets should be present in a visual, graphic form or in the messaging on any given piece. The creative in this campaign is: Powerful, Beautiful, Simple, Dramatic, Cinematic, Inspirational and Authentic. While every piece of communication is unique, this list of principle attributes must govern all expressions of the brand. 37

THE NATIONAL BRAND AWARENESS CAMPAIGN 38

OUR BRAND ATTRIBUTES AND TENETS Examine the pieces on the following pages. They are all carefully weighed against our attributes and effectively communicate brand tenets. BRAND ATTRIBUTES Powerful Beautiful Simple Sophisticated Dramatic Cinematic Inspirational Authentic BRAND TENETS Rebel Pioneer Creator Innovator Trailblazer Challenger Defender Visionary Explorer Adventurer 39

EXAMPLES OF OUR BRAND ATTRIBUTES AND TENETS APPLIED We see that words like Powerful, Beautiful and Simple go well together, they reinforce each other. A piece becomes powerful and beautiful because of its simplicity. A dramatic and cinematic feel is achieved in the subjects themselves and in the often horizontal format upon which an expansive vista provides a backdrop. Client: University of Manitoba Docket: 15872 Proof #: TRAILBLAZER: High Resolution proof Job: Public Affairs Campaign Publication: Globe and Mail Dimensions: 20.88 inches x 6.64 inches Ink: 4 Colour Bleed: NA Approved as is Approved with changes New proof required Client signature Proofreader Creative Director Date PHOTOGRAPHY: Only high quality original photography is used in promotional material. A sepia tone effect creates a sophisticated look. To achieve this look, see page 51. Audience will sometimes determine if the image is full colour or sepia toned. With all original campaign photography, we portray an individual within the context of their environment. 40

EXAMPLES OF OUR BRAND ATTRIBUTES AND TENETS APPLIED TYPOGRAPHY: Minion in all caps is the primary setting for headlines. Strive for elegance. Look for a nice balance of image and type. Look for opportunities to create contrasts in scale while observing the hierarchy that the messaging dictates. COLOUR: Always use the colour palette outlined on page 26. As a general rule, the U of M brown and gold should be present on covers and pieces that are not multiple pages. I AM A MAVERICK. Who are you? SIGNATURE: As a general rule, the logo and URL is placed bottom right for print materials. Alternatively the URL is placed bottom left. defineyourfuture.ca Production Client: U of M q Approved as is Docket: 16806 Proof #: High Res q Approved with changes Proofreader Job: TSA FRONT q New proof required Size: Intermediate size: 17.18 x 24.818 Ink: 4 CLR Creative Director Due at Printer: October 4, 2011 Designer: Brent Client signature Date Here are more examples of how simplicity makes for an effective design. 41

EXAMPLES OF OUR BRAND ATTRIBUTES AND TENETS APPLIED TYPOGRAPHY: Knockout is used to set the Power Word Graphic Device (see page 49). The words create an interesting texture that works as a graphic device or illustration. Always allow the brand attributes to guide in applying this texture of words. Lead the way. ba.ca Sophistication is achieved by the sepia tone images, but is also present in full colour pieces. Muted greys offset and temper bright hues. Quiet space contrasts bold type. 42

EXAMPLES OF OUR BRAND ATTRIBUTES AND TENETS APPLIED Certain web applications offer little room for white space. Still, it is vital to opt for as little clutter as possible. 43

A brand is made up of many small efforts to represent it effectively. It s like a handmade quilt that needs to be viewed from a distance in order to truly appreciate its greater beauty. While the brand might be portrayed differently for varying audiences, its main principles and features provide a distinct, recognizable thread. Just like the quilt, individual pieces do not embody every aspect in exactly the same way. Still, when we look at the big picture over the course of time, and we work diligently to include those recognizable threads, a consistent story is told. EXAMPLES OF OUR BRAND ATTRIBUTES AND TENETS APPLIED Lead the way. umanitoba.ca I AM A MAVERICK. Who are you? defineyourfuture.ca Client: University of Manitoba Docket: 15872 Proof #: TRAILBLAZER: High Resolution proof Job: Public Affairs Campaign Publication: Globe and Mail Dimensions: 20.88 inches x 6.64 inches Ink: 4 Colour Bleed: NA Approved as is Approved with changes New proof required Client signature 44 Proofreader Creative Director Date Client: U of M Docket: 16806 Proof #: High Res Job: TSA FRONT Size: Intermediate size: 17.18 x 24.818 Ink: 4 CLR Due at Printer: October 4, 2011 Designer: Brent q Approved as is q Approved with changes q New proof required Client signature Production Proofreader Creative Director Date

FINER POINTS OF TYPOGRAPHY The look and feel uses three typefaces. Each is assigned a different purpose and each is limited to a range of relative sizes. Headlines and Large Type Minion Pro Regular is the main headline font and provides the loudest voice and overall flavour of the piece. It is also used as subheads and all large type. Headlines should always be set in all caps. An exception to this rule is when a headline is in close proximity to the Power Words Graphic Device which is always in Knockout and in all caps. Body Copy Myriad Pro Regular, Light, and Condensed is used for body copy or in other supporting small sizes only. Never use it for large subheads, callouts, or headlines. Minion is used for headlines. Power Words in Knockout Bantam 47 TRAILBLAZER CREATOR VISIONARY REBEL PIONEER Knockout is used as an accent font. Used in a balanced way across a given spread, it creates interest, contrast and variety. Here, for example, Knockout Junior Sumo 34 contrasts nicely with the Bantam 47 version used for the Power Words. student experience Accent Fonts The accent font is Knockout. It should be used sparingly but effectively on each page to provide some contrast and life. The primary version of the font to be used is Junior Sumo 34. It is a light and wide version of the font that contrasts nicely with the Power Words Graphic Device and Minion. Unique Exceptions There are instances when these designations can be changed. If a certain audience requires a certain voice, the designations for Knockout and Minion can be reversed. That is, Knockout can become the primary headline font, with Minion supporting. (See Page 47 for more information on special circumstances.) I AM AN ADVENTURER EXPLORER DEFENDER REBEL PIONEER adventurer 6 UNIVERSITY OF MANITOBA VIEWBOOK 2012 My university experience is characterized by boundless opportunities and adventures. I became involved on campus by taking advantage of conferences, becoming a leader through active participation in student politics at the Womyn s Centre, and by connecting students with international opportunities. There are so many avenues at the University of Manitoba for you to put your heart and soul into something you love. Bilan arte, 2 nd year, Faculty of arts, Criminology Minion is used for subheads. Build your university experience With two campuses in Winnipeg and over 100 programs across 24 faculties, the University of Manitoba gives you the opportunity to build your ideal university experience. We offer more academic programs, innovative research, co-op opportunities, student supports, scholarships and social networks than any other post-secondary institution in the province. We also offer a variety of flexible and convenient study options that fit your schedule. Choose from: Evening Classes Summer Session- umanitoba.ca/extended/summer Off-campus study and high school University dual creditsumanitoba.ca/extended/off-campus Distance and Online Education - umanitoba.ca/distance At the U of M you ll also discover our vibrant learning community beyond the classroom. Choose from a variety of programs and services that will introduce you to new perspectives, new ideas, new friends, new mentors and allow you to define yourself and your passions. Whether you want to travel the world, volunteer in your local community or develop your leadership skills, the activities, mentors and peer groups at the University of Manitoba will challenge and inspire you. Myriad is used for body copy. UNIVERSITY OF MANITOBA VIEWBOOK 2012 7 45

FINER POINTS OF TYPOGRAPHY The creative brand attributes of simple and elegant should guide the copy as well as the design. These creative brand attributes will help guide the design even when the content required is more than ideal. Power Words in Knockout Bantam 47 Minion is used for subheads. EXPLORER VISIONARY REBEL PIONEER AdVENtuRER MAVERICK trailblazer INNOVAtOR CHALLENGER EXPLORER VISIONARY REBEL PIONEER MAVERICK trailblazer EXPLORER AdVENtuRER REBEL PIONEER VISIONARY #1 in the world for first-place finishes at international business competitions For more information, go to page 28 student experience EXPLORER VISIONARY REBEL PIONEER AdVENtuRER MAVERICK trailblazer Service Learning Programs 95 rhodes scholars, more than any university in western canada For more information, go to page 3 exchange programs in 33 countries 183For more information, go to page 8 100 Over academic programs to choose from For more information, go to page 48 new 360-bed pembina hall residence For more information, go to page 13 200 Over summer research jobs available to students each year For more information, go to page17 Learning beyond the classroom Exchange Programs We are connected with over 100 partner universities in over 30 countries. As a U of M student you have the opportunity to participate in an international student exchange program as part of your degree. While studying abroad you ll take advantage of an international academic experience while remaining part of the U of M student body and paying local tuition fees. International Centre for Students (ICS) The International Centre for Students provides programs and resources for globally-minded students looking for opportunities both inside and outside of Canada. ICS also provides pre-arrival, orientation and support services to incoming international students. World W.i.s.e. Resource Centre Located in the International Centre for Students is the World W.I.S.E Resource Centre where you ll find a library of information on opportunities around the world. You ll also find international resources for taking your university experience abroad. World W.I.S.E. hosts events and activities throughout the year, promoting international exchange opportunities and raising awareness of global issues. For more information on ICS and the World W.I.S.E. Resource Centre, visit: umanitoba/student/ics EXPLORER DEFENDER REBEL PIONEER CREATOR MAVERICK TRAILBLAZER Learning and personal development opportunities are not limited to the classrooms of our campus. The Office of Student Life helps you access leadership and service learning programs, connecting you to local and international communities. Challenge yourself, discover new strengths and engage the community around you. Learn to Lead Leadership Seminar Series Take part in numerous leadership development workshops and volunteer opportunities throughout the year and nurture the leader within. Skownan Mentorship Program Become a mentor and have a positive influence on youth from Skownan First Nation. You ll gain invaluable knowledge, experience and exposure to a Northern Manitoban community. For more information, visit: umanitoba.ca/student/housing/ studentlife/index.html Connect with your community PRAXIS Learn through action! Join PRAXIS, a group of U of M students who make a difference in their community through service and reflective learning. You ll discuss and learn about social justice issues that currently affect our local and global community. International Service Learning Opportunities Each year, students in this program travel to remote destinations like Bangladesh, Ecuador or El Salvador and help communities tackle issues surrounding development. Whether it is working alongside locals on community development projects in El Salvador, teaching sports and language in the schools of Quito, or discussing approaches to poverty alleviation in rural Bangladesh, our student participants build upon classroom theory and apply their knowledge to real world situations. Co-Curricular Record The University of Manitoba has created the Co-Curricular Record to formally recognize students who have been involved in university approved and facilitated activities outside of the classroom. Alongside your official transcript, the Co-Curricular Record acknowledges your participation in not-for-academic credit programs. These programs incorporate volunteerism, service, and other leadership activities that strengthen Share your passions There are over 110 student groups on campus providing students with cultural, religious, political and recreational programs. Activities and interests range from dance and photography to environmental and social justice. With such a diversity of groups, you are bound to find a group that complements your lifestyle and satisfies your curiousities. For more information, visit: umsu.ca/component/listings Experience College Life Our four colleges offer a unique, small community experience within a larger university setting. Each college serves as a home base for student members, where you can attend class, study, eat, socialize and relax. Our colleges also assist students financially, with more than 160 bursaries and scholarships offered to their members, totalling over $150,000. On campus, you ll find St. Andrew s College, St. John s College, St. Paul s College and University College. The U of M is also affiliated with Université de Saint-Boniface, a French post-secondary facility located in the heart of Winnipeg s francophone community. For more information, visit: umanitoba.ca/colleges 63 UNIVERSITY OF MANITOBA VIEWBOOK 2012 UNIVERSITY OF MANITOBA VIEWBOOK 2012 64 8 UNIVERSITY OF MANITOBA VIEWBOOK 2012 UNIVERSITY OF MANITOBA VIEWBOOK 2012 9 Minion is used for large type. Knockout Junior Sumo 34 contrasts nicely with the Bantam 47 version used for the Power Words and with Minion. Myriad is used for large blocks of text, bulleted points and body copy only. It should be applied very uniformly when applied as body copy. Where there is opportunity, avoid tight leading (line spacing). This ensures a comfortable reading experience and creates a pleasing texture on the page. 46

UNIQUE PURPOSES AND AUDIENCES SHAPE CREATIVE Every marketing effort is unique. There are unique audiences that will require a unique voice and approach. Even when a certain purpose calls for a unique solution, the goal is to communicate simply and elegantly. The brand attributes always help to guide creative, keeping the expression on brand. TYPOGRAPHY: There are instances where it may be deemed necessary to use Knockout as the headline font. Advertising that calls for high visibility and a bold and expressive voice is a good example. For applications that require a unique interpretation, do not hesitate to contact the Marketing Communications Office. We are always available to provide help and guidance. SIGNATURE: There are categories of materials that require some flexibility in applying the logo. The above samples show the logo in an unorthodox position because it needed to tie into the contest name. 47

UNIQUE PURPOSES AND AUDIENCES SHAPE CREATIVE PHOTOGRAPHY: Well-considered use of close cut images can introduce a new dynamic into the creative, making it more custom to the message. FAICAE ERUMD PRATUS RE DOL MARCH 16, 2012 8:00 PM Rore vendi dolorum qui dolor simus essi velento molupta tinctem int et FAICAE ERUMD PRATUS RE DOL MARCH 16, 2012 8:00 PM Rore vendi dolorum qui dolor simus essi velento molupta tinctem int et rem velitem. restruntio mos ea et, quiatem re parci is eos eum nis suntiis inum alit aceperae quepienduci comnis incte voloreremque. Volo ipiendanimus comnis ende omnatis abore et et aut abo. Moluptatus, sum quat explam as maxime aliquas maximpo rrorestiunt quidendit in porerum eos et quibus ium sum cum serut. Utest eos eum num sit velecto imin nis qui ipiento beribea sam eium, tenit, consequo torerum apel ipsusam usantiat. Mus restruntio mos ea et, quiatem re parci is eos eum nis suntiis inum alit aceperae quepienduci comnis incte voloreremque.volo ipiendanimus comnis ende omnatis abore et et aut abo. Moluptatus, sum quat explam as maxime aliquas maximpo rrorestiunt quidendit in porerum eos et quibus ium sum cum serut. Utest eos eum num sit velecto imin nis qui ipiento beribea sam eium, tenit, consequo torerum apel ipsusam usantiat. For more information, visit umanitoba.ca For more information, visit umanitoba.ca COLOUR: Using one of the colours outlined on page 27 as a basis can make a piece unique. Always ensure that your colour background provides adequate contrast and does not limit your piece s readability. 48

POWER WORD GRAPHIC DEVICE The brand tenets are expressed visually as a list of words arranged in a pleasing and balanced way. These Power Words are essentially used as a texture or illustrative graphic device. For the purposes of this document, we will refer to this treatment as the Power Word Graphic Device. Lead the way. Example of the Power Word Graphic Device Contrast is key in applying the Power Word Graphic Device. It can be used in several ways: The Power Word Graphic Device should never compete with headlines and text on a page. They should always contrast and support design elements. See the examples on the next page. They are fixed graphics that can be obtained from MCO as part of a brand toolkit, and are vector graphics that can be edited for colour. If building from scratch, the Power Word Graphic Device is set in Knockout Bantam 47. Primarily, they should be used as a background supporting texture. They should be used with restraint. The monochrome version is more subtle and is preferred. Its colour is determined by the background it appears on. It should be applied as a light screen that is multiplied over the background. The multi-coloured version should be used with caution. It should be used only once on a page. 49

POWER WORD GRAPHIC DEVICE The copy s font attributes should contrast those of the Power Word Graphic Device. Lead the way. If the Power Word Graphic Device is very prominent, then ideally it should be contrasted with an upper and lower case setting of Minion. Essentially, in this case, the graphic works as an illustration or part of one. This can work in a display situation like a cover. umanitoba.ca When there is a lot of text on a page, or where the piece uses the recommended all caps Minion setting for the headline, the Power Word Graphic Device should be used in a small way. The words in the graphic should not appear larger than important type in this case. FAICAE ERUMD FACT PRATUS RE DOL. TO VEREICIT PRESSINCIT UTEMPORI NOS QUIA DOLUT POS QUO VOLUT EXEROR Faculty of Insert Name EXPLORER VISIONARY REBEL PIONEER AdVENtuRER MAVERICK trailblazer INNOVAtOR CHALLENGER EXPLORER VISIONARY REBEL PIONEER MAVERICK trailblazer EXPLORER AdVENtuRER REBEL PIONEER VISIONARY 95 rhodes scholars, more than any university in western canada For more information, go to page 3 exchange programs in 33 countries 183For more information, go to page 8 100 Over academic programs to choose from For more information, go to page 48 new 360-bed pembina hall residence For more information, go to page 13 200 Over summer research jobs available to students each year For more information, go to page17 #1 in the world for first-place finishes at international business competitions For more information, go to page 28 63 UNIVERSITY OF MANITOBA VIEWBOOK 2012 UNIVERSITY OF MANITOBA VIEWBOOK 2012 64 50

MERCHANDISE Merchandise may be as simple as tastefully placing a logo onto an article of clothing or item, but merchandise pieces can also offer a unique way of communicating our story. If you are interested in producing merchandise items for your faculty or department please contact the Marketing Communications Office at the onset of the project to discuss selection, design and ordering of merchandise. 51

STANDARDS FOR PHOTOGRAPHY ENSURE A CONSISTENT BRAND LOOK AND FEEL Applying the sepia tone effect A workflow has been developed by the U of M to help in applying a consistent sepia tone affect. In Photoshop, follow the procedure below. 1. Open your image. 2. You can convert to greyscale now or if you require a sharpening plugin that requires RGB, you can desaturate the image. Go to Image, Adjustments, Desaturate. 3. Make all necessary adjustments to curves, sharpness, etc. and effects such as blurring, etc. 4. Convert to grayscale if you haven't already. 5. Then convert to CMYK. 6. Create an adjustment layer using colour balance. In the adjustments dialog, hit the shadows radial button. Enter the following values: +63, -1 and -20. 52

EVALUATING A PIECE As was mentioned earlier, not all pieces embody the visual brand attributes in exactly the same way and a visual identity guide cannot anticipate every circumstance or scenario a designer will face. The following questions act as a guide in evaluating and producing creative that is promotional in nature. Is the piece: Powerful? Every brand seeks an emotional connection with its audience. How hard does the piece work in this regard? Beautiful? Is the photography highest quality possible for the piece? Is the typography applied with finesse and attention to detail, impact, contrast and balance? Is the overall impression one of superior quality and craftsmanship? Simple? Does the piece have focus? Does the piece include what is essential and omit the superfluous? Is there an appropriate amount of white space? Dramatic? Does the piece avoid the mundane and generic? Is there room for a striking contrast or juxtaposition? Cinematic? Has a horizontal format been considered? The sepia toned images also contribute to the cinematic feel. Have they been used? Is there a sense that the photography captures a moment in time? Is there an opportunity to showcase a sense of place? Inspirational? Does the piece communicate in such a way so as to inspire action? Are the brand tenets clearly represented? Does it communicate a striving for excellence? Authentic? Does the piece remain true to brand values and tenets? Does it communicate in a voice that is consistent with the brand story? Is it original and unique? Do the images convey a sense of realism? Sophisticated? What is the overall personality of the piece? Is it intelligent, enlightened and astute? Does it communicate excellence and high-end quality? 53