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					Brand Guidelines




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                                                                                                                                                                         CAMPAIGN EMORY BRAND GUIDELINES
                                                                                                                                                                                    www.campaign.emory.edu




Contents

GRAPHIC STANDARDS .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 3

FAQ  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 4

OFFICIAL LOGO  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 5

        Logo usage  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 6

        Use of logo with school / unit names  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 7

        Incorrect usage of the logo  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 8

        Color and space requirements  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 9

        Using the logo on photography  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 10

COLORS  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 11

GRAPHICS  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 12

CASE STATEMENTS  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 13

INVITATION TEMPLATE  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 14

STATIONERY  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 15

TYPOGRAPHY  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 16

WEB BRANDING  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 17

CONTACT INFORMATION  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  . 18




                                                                                                                                                                                                                                               2
                                                    CAMPAIGN EMORY BRAND GUIDELINES
                                                               www.campaign.emory.edu




Graphic Standards

The visual identity of Campaign Emory is created through the consistent
use of graphic elements, including logo, typography, imagery, and color
palette. By preserving a professional and recognizable look for Campaign
Emory, we are protecting the Emory name and reinforcing the quality of
Emory as an institution to all audiences. The existence of these guide-
lines does not mean that materials must look exactly alike. However, the
standards call for materials to demonstrate a family resemblance so it is
clear they are from the same institution. This will cause the audience to
associate all campaign-branded materials with Campaign Emory.


The guidelines that follow apply to the campaign logo, typeface, graph-
ics, and color usage associated with the Campaign Emory brand. They
represent a cohesive standards system that unifies the Campaign Emory
identity while still allowing for graphic distinction among the various
schools, units, and major programs.




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                                                                              CAMPAIGN EMORY BRAND GUIDELINES
                                                                                         www.campaign.emory.edu




FAQ

Q: Why are brand guidelines necessary?
A: Campaign Emory will raise funds for all entities of Emory including all schools and units, health
care, and a variety of other programs and activities. Given this diversity, it is necessary to establish the
campaign’s identity under one unified set of standards. Guidelines are necessary to maintain a consistent,
high-quality look and feel throughout all campaign materials. This will ensure all campaign materials are
recognizable as a unit.

Q: May I create an official Campaign Emory wordmark by adding the name of my school or unit next to
the Campaign Emory logo?
A: No. The approved Campaign Emory logo has been carefully and uniquely designed by identity special-
ists and must be accessed by downloading the graphics file from www.campaign.emory.edu. The same is
true of the identity signatures, including unit names: All have been crafted carefully and are to be used only
as complete and unalterable graphics files. You may need the advice and assistance of a graphic designer
to use these files properly.

Q: Can I get my own custom logo?
A: No. There is only one version of the Campaign Emory logo.

Q: How do I get the logo?
A: The logo is available in a variety of file formats (EPS, PDF, JPG, PNG). You can download all formats
from the Campaign Emory website www.campaign.emory.edu.

Q: How do I open the logo file?
A: The .eps file format is often preferred by vendors and is generally used in higher-end desktop publishing
programs and Adobe Illustrator. This format also has the advantage of being “resolution independent”.
That is, you can make it as big or as small as you wish without losing sharpness. However, you may not
be able to open the .eps file directly on your computer without specific software. You can import the .eps
into other layout programs even if you do not have Adobe Illustrator.

Q: Who do I call if I have a problem or question?
A: Heather Putnam, Senior Designer, Development Communications
404.727.5369 | hdputna@emory.edu




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                                                                             CAMPAIGN EMORY BRAND GUIDELINES
                                                                                        www.campaign.emory.edu




Official Logo

The logo is designed as a single
unit of identification for Campaign
Emory. It depicts the marble seen
across Emory’s campus and uses the
shield shape from the Emory logo.
The design of the logo has been
considered carefully and should not
be altered or rearranged.

TYPEFACE
The text in the logo was derived
from Goudy. It is not permis-
sible to try to reproduce the
logo by typing out the words
in Goudy. This typeface should
remain the logo’s own and not be
used elsewhere in a publication or
on a website.

Emory’s official text typeface is
Sabon (available from www.adobe.
com). Good sans serif choices to
use in conjunction with the logo
are News Gothic, Avenir, Univers
or MyriadPro.

COLORS
The Campaign Emory logo should
be printed in 4-color process at all
times. There is a grayscale version    PLACEMENT
only to be used for one color jobs.    The campaign logo should be used        On a one-page campaign related
The one color must be black.           in conjunction with the school /        document where both logos must
                                       unit logos. On campaign materials,      be displayed, the campaign logo
OTHER MEDIUMS                          the campaign must always be in          should be somewhat larger and
The logo also may be embossed          the most prominent position. The        at the top. The school / unit logo
or foil stamped. If you have           school / unit logo should not be        should be placed near the bottom
questions or a particular request,     directly adjacent to the campaign       of the document and should be
please contact Jason Peevy,            logo, but should be in a second-        somewhat smaller than the cam-
executive director for Development     ary position of prominence such as      paign logo.
Communications, at 404.727.7181        the inside front cover and the back
or jpeevy@emory.edu.                   cover of the publication.

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                                                                             CAMPAIGN EMORY BRAND GUIDELINES
                                                                                        www.campaign.emory.edu




Logo Usage

APPROVAL OF LOGO USAGE
The campaign logo may be used in all letters and publications for alumni relations, development, and fund-
raising as well as in electronic communications including the website of a school, college, or other unit.
A PDF or hard copy of every publication and electronic communication that includes the campaign logo
MUST be submitted to Jason Peevy in Development Communications before being printed or published.

The campaign logo may be used on a website ONLY with a clickable link to the campaign’s own website:
www.campaign.emory.edu.

USING THE CAMPAIGN LOGO IN CONJUNCTION WITH A SCHOOL / UNIT LOGO
The campaign logo should be used in conjunction with the school / unit logos. On campaign materials, the
campaign must always be in the most prominent position. The school / unit logo should not be directly
adjacent to the campaign logo, but should be in a secondary position of prominence such as the inside
front cover and the back cover of the publication.

On a one-page campaign related document where both logos must be displayed, the campaign logo should
be somewhat larger and at the top. The school / unit logo should be placed near the bottom of the docu-
ment and should be somewhat smaller than the campaign logo.

HOW TO GET THE LOGO IN DIGITAL FORM
The logo is available in a variety of file formats (EPS, PDF, JPG, PNG). The .eps file format is often pre-
ferred by vendors and is generally used in higher-end desktop publishing programs and Adobe Illustrator.
This format also has the advantage of being “resolution independent”. That is, you can make it as big or
as small as you wish without losing sharpness. However, you may not be able to open the .eps file directly
on your computer without specific software.

The .png format works well in the various Microsoft Office applications. The .pdf is a good format to send
to others due to the ubiquity of the Adobe Acrobat Reader program and is technically similar to the .eps
format. The .jpg can be used in web applications, though professional web developers should prefer to
create specific sizes and resolutions from one of the other formats. The .jpg should not be used in physical
sizes larger than a few inches across.

All logo files can be downloaded from the campaign website www.campaign.emory.edu.




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                                                                        CAMPAIGN EMORY BRAND GUIDELINES
                                                                                   www.campaign.emory.edu




Use of Logo with School / Unit Names

The logo may be included with the name of your college, school, or other unit (see example below) but
should be designed by Development Communications. Requests can be made by contacting Jason Peevy,
executive director of Development Communications, at 404.727.7181 or jpeevy@emory.edu.




                                         Michael C. Carlos Museum




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                                                                              CAMPAIGN EMORY BRAND GUIDELINES
                                                                                         www.campaign.emory.edu




  Incorrect Usage of the Logo

   The logo should not be altered in
   any way, such as stretching, altering
   size relationships, editing the mar-
   ble, changing the colors, or attach-
   ing other words or graphics. The
   graphics on this page are examples
   of incorrect usage and alterations
   of the Campaign Emory logo.

                                                            Do not stretch or compress the logo.




Do not place the logo inside a box.                          Do not alter the shapes in the logo.




  Do not change the colors.            Do not alter or remove the marble      Do not attach other text or graphics.
                                        image on the inside of the mark.




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                                                                    CAMPAIGN EMORY BRAND GUIDELINES
                                                                               www.campaign.emory.edu




Color and Space Requirements

The logo should be reproduced in
4-color process whenever possible.
When not printing in 4-color pro-
cess, the logo may be reproduced in
grayscale. The grayscale version is
should only be used for materials
printed in one or two colors or for
internal documents (forms, memos,
etc). One of the colors must always
be black. Note that the Campaign
Emory text is white in the gray-
scale version. Do not create your
own grayscale version of the cam-
paign logo. All logo files can be
downloaded from the campaign
website www.campaign.emory.edu.

All materials using the campaign
logo must be shown in draft form
early in the design process to
Development Communications for
approval of logo usage. Please send
a pdf of the design to Jason Peevy,
jpeevy@emory.edu.

CLEAR SPACE
REQUIREMENTS
In order for the logo to have its
                                                X
desired impact and strength, a min-
imum of clear space should sur-
round it. Other graphic elements
should not invade this space. The
minimum space is a set measure-                                                     X*
ment determined in each signature
and is defined as X. The X will
change proportionally as the mark
increases and decreases in size.
                                                                                    X

                                      *   this height is the measurement of minimum clear
                                          space that should always surround the campaign logo.

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                                           CAMPAIGN EMORY BRAND GUIDELINES
                                                      www.campaign.emory.edu




   Using the Logo on Photography

   It is not recommended to use the
   campaign logo on top of pho-
   tography. If use with a photo-
   graph is absolutely necessary, the
   logo must be placed on a light-
   colored homogenous area of
   sufficient contrast. The examples
   shown to the right illustrate correct
   and incorrect usage of the logo on
   photography.


                                Legible




Insufficient contrast. The black border
           of the logo must be distinct.




      Insufficient contrast. The image
        behind the logo must provide
                     sufficient contrast
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                                                                  CAMPAIGN EMORY BRAND GUIDELINES
                                                                             www.campaign.emory.edu




Colors

A consistent color scheme helps       CAMPAIGN COLORS AND EQUIVALENTS
make Campaign Emory’s commu-
nications instantly recognizable.
The colors at right are the primary            Color        PMS            Process        Web
                                                                           C/M/Y/K
colors of the campaign. Please use
them on any materials related to
the campaign. These colors have                BLACK                       0/0/0/100      000000
been chosen to complement the
Campaign Emory logo and marble
graphic theme.                                 LIGHT GOLD                  0/4/44/0       F1DE9B


Emory blue should also be used
on campaign printed materials and              DARK RED     173            0/80/94/1      964A1D
websites to visually reinforce the
connection to the university.

                                               WARM GRAY                   40/20/37/7     757368




                                               TAN                         5/4/15/0       EBE8D7




                                               DARK BLUE    294            100/72/0/40    00295E



                                               EMORY BLUE   280            100/67/0/23    000066



                                               EMORY GOLD   131            3/36/100/6     CC9900




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                                       CAMPAIGN EMORY BRAND GUIDELINES
                                                  www.campaign.emory.edu




Graphics

Campaign Emory uses the marble
(top right) seen across campus as
a unifying motif throughout all
campaign materials. A screened
version of the marble image (mid-
dle right) is also used as a subtle
way to further brand the campaign.
In conjunction with the image of
the marble, Development Com-
munications has created a graphic
interpretation of the marble using
a light tan background with rules
outlining the graphic pattern of the
marble (bottom right). Examples of
usage of these motifs can be seen on
the following pages.

These images are available for
download on ACE. Please contact
Jason Peevy, executive director for
Development Communications, at
404.727.7181 or jpeevy@emory.edu
with questions regarding down-
loading.




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                                                                                                                                                      CAMPAIGN EMORY BRAND GUIDELINES
                                                                                                                                                                 www.campaign.emory.edu




Case Statements

Each school and unit at Emory has its own case statement. Below are a few pages from a case statement
showing how all branding elements of the campaign come together in one piece.




        EMORY COLLEGE
              OF ARTS AND SCIENCES




                                                      COURAGE TO

                                      CONNECT
                             diversity is a hallmark of emory college of arts and sciences, a
                             community that begins in Atlanta and extends as far as New Zealand, Romania, and
                             Ghana, just three of the 40 countries Emory College students call home. More than
                             half of incoming freshmen are minority or international students, and the college’s
                             Institute for Comparative and International Studies works to promote understand-
                             ing of cultural and social diversity.


                    ■ Creating Community and Engaging Society
                             In her work to increase understanding among       hate-motivated crimes: They might visit a U.S.
                             diverse cultures in southern Florida, Renelda     Holocaust Museum exhibit on Nazi persecu-
                             Mack holds fast to the revolutionary              tion of homosexuals, hear a talk by Mexico’s
                             idea that people can change. As chief of the      director of cultural affairs, or meet a famous
                             civil rights unit in Florida’s state attorney’s   photographer who documented the U.S. civil
                             office, she devises creative, life-changing        rights movement.
                             sentences for young people convicted of
                                                                               Her first goal is to prevent crime, but
                                                                               ultimately she hopes to change hearts and
                                                                               minds, bring people together, and create strong
                                                                               communities. The founder of Emory’s first
                                                                               Alumni Community Service Day, which has
                                                                               grown into an international volunteer
                                                                               program called Emory Cares, Mack credits
                                                                               Emory College with enhancing her sensitivity
                                                                               to the lives of others. Through Emory Cares,
                                                                               Mack and other alumni from Savannah to
                                                                               Seoul have created community gardens, built
                                                                               homes for hurricane victims, and provided
                                                                               food to families in need.


                             Tibetan Monks are studying science through the    Your support will strengthen the community
                             Emory-Tibet Science Initiative.                   and advance the college’s leadership in diversity.



                8                                                                                                              Renelda Mack 83C   >                           9




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                                                                                       CAMPAIGN EMORY BRAND GUIDELINES
                                                                                                  www.campaign.emory.edu




Invitation Template

Development Communications has designed an invitation template to be used for events associated
with the campaign. Please contact Jason Peevy, executive director for Development Communications, at
404.727.7181 or jpeevy@emory.edu if you need to use the template for an event you are planning.




                                                                               C A M P A I G N




                                                     Name of Host Here
                                                     Cordially Invites You to the



                                                     Event Title Will Be
                                                     On These Two Lines
                                                     Month 00, 0000, at 7pm

                                                     Location Title
                                                     Address of Location

                                                     Reception Immediately Following


                                                     REPLY CARD ENCLOSED




                                                                                                   C A M P A I G N




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                                                                                                                                                          CAMPAIGN EMORY BRAND GUIDELINES
                                                                                                                                                                     www.campaign.emory.edu




                        Stationery

                        Each school and unit will have its own campaign stationery, which includes the logo and marble and is
                        immediately recognizable as part of Campaign Emory.




                                                                                  C A M P A I G N

                                                                                                                NELL HODGSON WOODRUFF SCHOOL OF NURSING




envelope: No. 10


                              Emory University
      C A M P A I G N         Nell Hodgson Woodruff School of Nursing
                              1520 Clifton Road, NE
                              Atlanta, Georgia 30322-4207


                                                                                                                                                                                             AMY DORRILL
                                                                                                                                                                                             Chief Development Officer
                                                                                                                                                                           C A M P A I G N

                                                                                                                                                                                             Emory University
                                                                                                                                                                                             School of Nursing Development
                                                                                                                                                                                             1520 Clifton Road, NE
                                                                                                                                                                                             Atlanta, Georgia 30322-4207
                                                                                                                                                                                             P 404.727.1234
                                                                                                                                                                                             E adorrill@emory.edu




                                                                                                                                                                       business card: 3.5in. x 2in.
                                                                                                                                                                       (standard size)




                                                                               Emory University . 1520 Clifton Road, NE . Atlanta, Georgia 30322-4207 . 000.000.0000




                                                                                                                                                                            letterhead: 8.5in. x 11in.


                                     C A M P A I G N




                                                       notecard: 7in. x 5in.




                                                                                                                                                                                                                             15
                                                                                      CAMPAIGN EMORY BRAND GUIDELINES
                                                                                                 www.campaign.emory.edu




Typography

Consistent typography is an important component of an organization’s                    SERIF TYPEFACES
brand image and graphic identity program. The typeface Sabon was chosen for
its aesthetically pleasing design and legibility. This font also offers flexibility     Sabon Roman
in creating materials to be reproduced on everything from small laser- or
inkjet-printed pieces to larger, professionally printed materials.                      Sabon Bold

All professionally printed jobs should use Sabon. Sabon should be used as               Sabon Italic
the body copy in campaign and university publications. Script fonts may
be used sparingly as a graphic element in a publication. Use of script fonts            Sabon Bold Italic
should be limited and is not recommended for text. Sabon can be purchased
from adobe.com. Sans serif typefaces may be used as companion faces to
Sabon. These companion faces may be used for headlines, callouts, cap-
                                                                                        SANS SERIF TYPEFACES
tions, etc. Faces that pair nicely with Sabon are listed on the right.
                                                                                        News Gothic
The Goudy typeface, in its many configurations, was a hallmark of Emory
publications for many years. Goudy is reserved for the wordmark to keep
                                                                                        Avenir
intact the University’s distinctive affiliation with this elegant typeface.
Goudy should not be used on campaign or other university materials.
                                                                                        Univers

                                                                                        MyriadPro




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                                                                             CAMPAIGN EMORY BRAND GUIDELINES
                                                                                        www.campaign.emory.edu




Web Branding

Any graphics used online promoting and/or linking to the campaign website should be branded us-
ing the logo, colors, typefaces, and marble imagery of Campaign Emory. Please contact Jason Peevy,
executive director for Development Communications, at 404.727.7181 or jpeevy@emory.edu if you need a
Campaign Emory graphic for your website.

IMPORTANT RULES
Do not distort or stretch any of the Campaign Emory identity graphics (logo, marble image, marble graphic
pattern, etc). Use them in their original, intended proportion.

Do not use Campaign Emory identity graphics over complicated or multicolored backgrounds. In general,
a solid, contrasting color should be used from the palette of suggested Campaign Emory colors.

Do not display Campaign Emory identity graphics in poor quality, low resolution, or illegible sizes. Edges
should be crisp, colors should be smooth, and the smallest letters should be easy for most people to read on
a high-resolution monitor. Work with your web designer to ensure the graphics are of the highest quality.

A PDF or hard copy of every website design that includes the campaign logo MUST be submitted to Jason
Peevy at Development Communications during the draft phase at the start of the design process.

The campaign logo may be used on a website ONLY with a clickable link to the campaign’s own website:
www.campaign.emory.edu




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                             CAMPAIGN EMORY BRAND GUIDELINES
                                        www.campaign.emory.edu




Contact Information

JASON PEEVY
Executive Director
Development Communications
404.727.7181
jpeevy@emory.edu

RICK FIALA
Senior Designer
Development Communications
706.552.3314
rfiala@emory.edu

HEATHER PUTNAM
Senior Designer
Development Communications
404.727.5369
hdputna@emory.edu




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