G R A P H I C I D E N T I T Y S TA N D A R D S Q U I C K R E F E R E N C E G U I D E
Office of College Relations ph: 815.226.4141 fax: 815.226.4169 5050 E. State Street Rockford, IL 61 108-2393
Help us establish a consistent, compelling “brand” for Rockford College. This is a simple guide for our graphic identity program. It explains: • how to use the logo; • what colors and fonts to use; • how to use these elements correctly to maintain the Rockford “look.” • use of the Rockford College “DECUS” seal.
All requests and related use of the logo or college seal must be routed through and approved by the Office of College Relations. For various versions of the logo, contact Rita Elliott, Director of Communications, at relliott@rockford.edu or 815.226.3374. Thank you for supporting our efforts to establish a powerful identity for Rockford College. If you ever have any questions or needs outside of this guide - don’t hesitate to give us a call. Office of College Relations 2nd Floor, Blanche Walker Burpee Center ph: 815.226.4141 fax: 815.226.4169
THE LOGO
One color, two colors, three colors, four. Horizontal, vertical, stacked, reversed. So many choices; so little time. It’s simpler than you might think. There are two versions of the logo with only slight variations: stacked, and stacked with the college tagline.
TYPOGRAPHY
Use only the following typestyles in Rockford publications. (This sends a tremendous, yet subtle, message: Rockford College has its act together.) Standard Text: Goudy* Headings: Futura Book Subheads: Futura Heavy Captions: Futura Heavy or Futura Light Sidebars: Futura Heavy or Futura Light Highlighted materials: Futura Heavy or Futura Light Accent: Screen back (20 percent) fonts when used large.
Stacked, PMS Violet
SAMPLES
Jane Addams’ college in the 21st century.
Goudy
ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz
Futura Book
Stacked, with college tagline
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Stacked, Black Only
abcdefghijklm nopqrstuvwxyz
Futura Heavy
ABCDEFGHIJKLM NOPQRSTUVWXYZ
Stacked, Reversed
abcdefghijklm nopqrstuvwxyz
(Fonts may be purchased from many sources but, to be on the safe side and to assure an exact match, coordinate all graphic communications through the Office of College Relations.)
Try to use the logo in one of the two primary colors, black, or reversed.
* Goudy is the college’s official standard text. However, if Goudy is unavailable, Garamond may be used for internal general usage only.
Logos may be used with permission from the Office of College Relations. Contact Rita Elliott at relliott@rockford.edu or 815.226.3374 or 815.226.4141.
SIZE
The logo should not be used smaller than one inch wide. For assistance with larger applications such as signage and banners, contact the Office of College Relations.
PRIMARY COLOR
PMS VIOLET
98%C / 100%M / 0%Y / 0%K
ISOLATION AREA
To prevent a cluttered look, maintain a comfortable amount of white space around the logo equal to the size of the capital “R” in Rockford (see illustration). No graphic element (type, rule, art) should be allowed within this area.
SECONDARY COLORS
PMS 201 0%C / 100%M / 63%Y / 29%K PMS 123 0%C / 24%M / 94%Y / 0%K PMS 5545 59%C / 0%M / 50%Y / 52%K PMS 646 65%C / 30%M / 0%Y / 11%K PMS 668 65%C / 64%M / 0%Y / 30%K
There is one exception to the rule: when the logo includes the college tagline.
PMS 683 11%C / 100%M / 0%Y / 43%K PMS 717 0%C / 53%M / 100%Y / 2%K
Jane Addams’ college in the 21st century.
BLACK 0%C / 0%M / 0%Y / 100%K
(All colors are based on the spot-color versions of the Pantone Matching System.)
COLORS
Rockford has a color palette that can be applied throughout marketing programs. The palette includes the school colors, but also features a range of complementary colors intended to convey a richer sense of Rockford’s style and personality and help differentiate Rockford from competitors. The secondary colors are available to add depth to a publication–use in headlines, captions, and sidebars. Separate a page with a color block. Match a color in a photo with a secondary color, then use it in headlines and captions. But don’t go overboard. Notice that Rockford’s style is clean. “White space is our friend.” So don’t cover it all.
Process Color: When printing materials in four-color process, use the segmented four process colors (CMYK: cyan, magenta, yellow, and black). One-Color: When printing a one-color brochure, and there is no option for an additional color, use the one-color version, printed with black or violet ink. Reverse: The logo may be reversed out of a colored background only in special situations, which must be approved by the Office of College Relations and Public Affairs.
COLLEGE SEAL - THE “DECUS”
The use of the “DECUS” seal is reserved for official documents (diplomas, certificates, resolutions) that are presented on behalf of the college as a whole, and is used by the Rockford College Board of Trustees. Depending on the document, the seal can be used in one color, 2-color, or as a background watermark. While the seal reflects the history of our institution and is a valid symbol of use, it is not to be used or considered a signifier of the marketing brand of the college. Permission to use the seal must obtained from the Vice President for Advancement, 226.4030.
1- color, black or PMS Violet
2-color, PMS Violet and black
10% black watermark