Quick Reference Guide

University of Guelph Quick Reference Guide Effective January 2007 The University of Guelph is Canada’s pioneer in accelerating discoveries about the interdependencies of life systems – from base atoms to whole cultures – and mobilizing the next generation to make a difference though leadership. We believe in: Changing Lives. Improving Life. The following Quick Reference Guide defines the structure and visual elements that will aid you in creating communications while outlining proper usage and showing how the identity can work in practice. By consistently applying our guidelines, we will build our overall brand and our reputation as a university that has a vital role to play in addressing the extraordinarily complex challenges of our 21st century society. If, while developing your communications pieces, you have additional questions or concerns, please contact: Mary Dickieson, Communications & Public Affairs 519-824-4120 ext. 58706. The University of Guelph’s design platform must communicate an “experience” that is still in the making and which embodies the University’s character attributes: caring collaboration leadership relevant mobilizing high quality Here’s how to bring those qualities to life … University of Guelph Quick Reference Guide 4 The Cornerstone Brandmark The Cornerstone brandmark consists of two specific elements: the University of Guelph identifier and a square black box. These elements and their relationship to each other must never be altered or modified in any way. The positive image of the Cornerstone is the preferred use. When reproducing the identity in colour, it should ALWAYS be black with the identifier reversed. When the Cornerstone is used without the Tagline, it can be printed as a negative (in reverse as white) when it needs to stand out from a dark background. Positive Reversed University of Guelph Quick Reference Guide 5 The Cornerstone Minimum Size In print, the minimum size the Cornerstone can be reduced to MUST NOT be less than 15mm. For digital display, the minimum size the Cornerstone can be reduced to MUST NOT be less than 100 pixels or 35 mm. If the Cornerstone is reduced beyond the minimum size for either application, the logo will lose legibility and will not print or display clearly. 100 pixels or 35 mm 15 mm Minimum size for print height = 15 mm Minimum size for screen displayed at 72 DPI height = 100 pixels or 35 mm University of Guelph Quick Reference Guide 6 Guidelines and Restrictions Always use the master Cornerstone. The Cornerstone has been carefully typeset to ensure legibility and visual balance. The examples on the right illustrate what NOT TO DO with the Cornerstone. DO NOT alter the size of the elements of the Cornerstone. DO NOT shrink the Cornerstone DO NOT stretch the Cornerstone DO NOT apply colour to the letters in the identifier. The letters should remain in their knock-out form. DO NOT place the Cornerstone on an angle DO NOT place the Cornerstone on its side. University of Guelph Quick Reference Guide 7 Cornerstone and Tagline The Tagline can be attached to the Cornerstone brandmark in two positions, at the top or the bottom, to create a modular logo. These elements and their relationship to each other MUST NEVER be altered or modified in any way. The height of the Tagline is 50% of the Cornerstone. When printing in greyscale, the Cornerstone and Tagline are always positive. The Tagline is reversed on a 50% black background. For colour variations of the Cornerstone and Tagline see page 9. 100% Cornerstone 50% Tagline University of Guelph Quick Reference Guide 8 The Cornerstone and Tagline Minimum Size In print, the minimum size the logo can be reduced to MUST NOT be less than 23 mm. For digital display, the minimum size the logo can be reduced to MUST NOT be less than 150 pixels or 53 mm. If the Cornerstone and Tagline are reduced beyond the minimum size for either application, the logo will lose legibility and will not print or display clearly. 100 pixels or 35 mm 23 mm 150 pixels or 53 mm Minimum size for print height = 23 mm Minimum size for screen displayed at 72 DPI height = 100 x 150 pixels or 35 mm x 53 mm University of Guelph Quick Reference Guide 9 Core Colour Palette The colour palette consists of four primary colours: black, red, gold and blue. The Pantone, CMYK, RGB or HEXADECIMAL values of the primary colour palette should always be used when reproducing the Cornerstone and Tagline. PANTONE COATED PMS Black PANTONE UNCOATED PMS Black PROCESS C M Y K 0 0 0 100 RGB R G B 0 0 0 HEXADECIMAL # 000000 PMS 200 PMS 192 C M Y K 0 100 65 15 R G B 153 0 0 # 990000 PMS 123 (or 873 metallic) PMS 115 C M Y K 0 30 95 0 R G B 255 204 0 #FFCC00 PMS 549 PMS 549 C M Y K 52 6 0 25 R G B 112 150 175 #6699CC University of Guelph Quick Reference Guide 10 Cornerstone and Tagline Colour Variations The Cornerstone and Tagline variations can be produced in three colour variations: gold, red and blue. The Tagline is always reversed in the red and blue variations but always black in the gold variation. When used with the Tagline, the Cornerstone MUST ALWAYS be black with the identifier reversed. University of Guelph Quick Reference Guide 11 Guidelines and Restrictions Always use the master Cornerstone and Tagline logo. The logo has been carefully typeset to ensure legibility and visual balance. The examples on the right illustrate what NOT TO DO with the logo. DO NOT change any elements or relationships between the Cornerstone and Tagline. DO NOT shrink any elements in the logo. DO NOT stretch any elements in the logo. University of Guelph Changing Lives Improving Life DO NOT display the Tagline without a coloured rectangle background. DO NOT try to recreate or change the fonts in the logo. DO NOT place the logo on an angle. DO NOT reposition the Tagline. DO NOT reverse or alter the colours of the logo. University of Guelph Quick Reference Guide 12 Typography The fonts used in the communications materials form an integral part of the University of Guelph’s identity. Consistent use of the typefaces improves the effectiveness of University’s communications and recognition in the marketplace. Helvetica has been selected as the primary typeface for headings, printed communications and core identity implementations. Helvetica is timeless, versatile and elegant. It makes a statement but never becomes one itself. Bembo has been selected as the complementary typeface. These fonts have been selected to complement the Cornerstone and Tagline and are to be used in all graphically designed materials. For all cross-platform applications such as PowerPoint and email, use Arial as the default font for Helvetica and Times for Bembo. These fonts exists on all Mac and PC platforms, thus ensuring that the text will display consistently. Helvetica Bembo Primary sans serif font Complementary serif font Arial Cross-platform substitute for Helvetica Times Cross-platform substitute for Bembo University of Guelph Quick Reference Guide 13 The Graphic System University of Guelph’s communication materials are often the first (and repeated) contact that people will have with the brand. Therefore, it is important to maintain the standards that have been developed. This includes: – – – – appropriate use of the Cornerstone and Tagline logo proper use of messaging and typography proper storytelling by engaging use of photography proper use of colour and white space On the following pages, you will find diagrams that illustrate the look and feel of the University of Guelph’s graphic system. Use these examples as a guide for future communication applications. University of Guelph Quick Reference Guide 14 The Formula Discover something incredible here … + 1. The Cornerstone and Tagline brandmark. life 2. Bold typography and messaging. + 3. Storytelling through evocative imagery. + 4. Bold use of colour. University of Guelph Quick Reference Guide 15 The Graphic System Breakdown: 1. The Logo and White Space The position of the Cornerstone and Tagline determines the division of the white space in a layout. This example shows possible ways the logo may be used in a top-of-page orientation and how the white space is divided. 25% 25% 50% 100% University of Guelph Quick Reference Guide 16 The Graphic System Breakdown: 1. The Logo and White Space This example shows the way the logo may be used in a bottom-of-page orientation and how the white space is divided. 25% 100% 50% 25% University of Guelph Quick Reference Guide 17 The Graphic System Breakdown: 2. Bold Typography and Messaging Bold typography set in Helvetica is timeless, versatile and elegant. It makes a statement but never becomes one itself. The examples on this page illustrate how typography should be used to express key messages. learning Discover something incredible here … life that communities life count learn to turn the tide University of Guelph Quick Reference Guide 18 The Graphic System Breakdown: 3. Storytelling Through Evocative Imagery Select images that are expressive, optimistic, inclusive, spontaneous and dynamic to tell the University of Guelph story. As often as possible use images that depict real life situations. Varied crops and details of images will help enhance the story. See examples on the following pages. In some instances, close-cropped images on a solid colour background may be used. University of Guelph Quick Reference Guide 19 The Graphic System Breakdown: Putting It Together White space Bold colour learning 1. The Cornerstone and Tagline brandmark. The Cornerstone and Tagline Bold typography + Discover something incredible here … life 2. Bold typography and messaging. life Expressive images – optimistic, inclusive, spontaneous Discover something incredible here … + Sample messaging 3. Storytelling through evocative imagery. Friends for life. A community that’s alive with activity. Learning that will last a lifetime. Find your place in life. Just look inside … + 4. Bold use of colour. University of Guelph Quick Reference Guide 20 Other Sample Formats Using the Formula Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. University of Guelph Quick Reference Guide 21 Application Samples Single image application Multiple image application The art of life Discover something incredible here … Bold use of Helvetica typography life Bottom orientation Cornerstone and Tagline University of Guelph Quick Reference Guide 22 Application Samples BANNER SAMPLES that communities count change the art of learn to turn the tide University of Guelph Quick Reference Guide 23 Application Samples ONE-COLOUR APPLICATION At Canada’s Top Comprehensive University … culture matters Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi ad minim veniam, quis nostrud exerci tation wisi enim. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy. Ut wisi enim ad minim veniam, quis nostrud exerci tation wisi enim. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam. Is this the real portrait of Shakespeare? www.uoguelph.ca University of Guelph Quick Reference Guide 24 Sample Applications – landscape format that SAMPLE HORIZONTAL BANNER communities count SAMPLE HOME PAGE