B r a n d G u i d e l i n e s January 2010

Transcription

1 B r a n d G u i d e l i n e s January 2010

2 STARS Logo Guidelines Usage The STARS Logo is the most important element in the STARS Brand Guidelines and must remain consistent. The Logo consists of two elements the STARS logotype and the full program name. These two elements should always be used together, unaltered, on all main STARS communications. The Logo must be used in its entirety and may not be altered in any way, including proportion, color, element, type, etc. Refer to page 7 for a list of common misuses. Logo Size To ensure legibility and clarity, the overall width of the STARS Logo should be no smaller than 1.375" " minimal width Clear space To ensure visual impact, an area of clear space must be maintained between the Logo and other elements. The amount of space will vary depending on the type of publication. Recommended clear space is the height of the capital letters in STARS surrounding the entire logo. STARS Brand Guidelines 1

3 color, Bl ack a nd white logos Logo colors must look consistent every time they are used. The preferred STARS Logo appears in PMS 8664 (moss green). A CMYK breakdown for non-offset printing and RGB and Web-Safe RGB breakdowns for web applications are listed to the right. Use the greyscale Logo when color printing is not an option. If using two screens of black is not possible, the full black logo may be used. Use the reversed (white) Logo on dark backgrounds that do not allow enough contrast for the green or grey Logo. The Logo is never to appear over an image unless suitable light or dark areas appear in the image to provide a continuous tone. PMS 8664C C: 51 M: 30 Y: 100 K: 9 R: 132 G: 142 B: 43 #848E2B The STARS Logo is a one-color logo and is composed of the following color screens: 80% PMS % PMS % Black 80% Black STARS Brand Guidelines 2

4 T y pefaces Our primary support typography is the Garamond family of fonts. This font family has a classic, academic appearance and should be used for all printed and online materials. Use the regular weight for body copy. For emphasis within body copy, semibold, bold or italic can be used at the same type size as the copy they are with. Garamond a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z For digital applications that include long sections of copy, such as websites, Verdana may be used as body copy. Verdana has a generous amount of whitespace around and within characters, making it very legible on screen. Verdana a b c d e f g h i j k l m n o p q r s t u v w x y z a b c d e f g h i j k l m n o p q r s t u v w x y z STA R S Br a nd color pa let te The color palette below should be used to support the STARS Logo and Seal. Do not use blue for the Logo or Seal color. Only use green and grey as approved in the Seal and Logo color guidelines on pages 2, 5 and 6. PMS 8664C C: 51 M: 30 Y: 100 K: 9 R: 132 G: 142 B: 43 #848E2B PMS 8764C C: 90 M: 56 Y: 33 K: 12 R: 27 G: 97 B: 127 #1B617F 75% Black R: 64 G: 64 B: 64 # STARS Brand Guidelines 3

5 STARS Seal Guidelines Usage The Seal may be used to identify your school, company or organization as a STARS award recipient, participant or partner. It may be used on websites, signage, reports, brochures, and other publicity or display materials. The STARS Seal consists of the STARS logo surrounded by the rating level beneath, five stars above and an outer ring including AASHE and the full program name. The STARS Seal is for use exclusively by current STARS participants. The Seal may be used to publicize an institution s, company s or organization s membership in the AASHE STARS program and highlight its achievements and commitment to sustainability in higher education. The STARS Seal When used on a website, the Seal may link to the STARS or AASHE home page. You may not use it to link to other pages on your website or to link to any other third party websites. The Seal must be used in its entirety and may not be altered in any way, including proportion, color, element, type, etc. except by express permission from AASHE. Refer to page 7 for a list of common misuses. STARS Brand Guidelines 4

6 Sea l Size To ensure legibility and clarity in printed applications, the overall width and height of the Seal should be no smaller than 1.5". Clear space To ensure visual impact, an area of clear space must be maintained between the Seal and other elements. Recommended clear space is one half the seal height, surrounding the entire logo. Approv ed color s Refer to the Seal color guide on the following page for preferred Seal colors. When color printing is not available, greyscale is acceptable. 100% Black or reversed (white) Seals are not recommended. Use the screens of black shown below for one-color (black) Seal applications. 80% Black Seal Size Clear Space 1.5" minimal height/width 65% Black 10% Black 35% Black 25% Black STARS Brand Guidelines 5

7 STARS Se a l COl or Gu i de PMS 8005C C: 42 M: 48 Y: 67 K: 16 R: 140 G: 116 B: 89 #8C7459 PMS 877C C: 0 M: 0 Y: 0 K: 40 R: 167 G: 169 B: 172 #A7A9AC PMS 871C C: 20 M: 25 Y: 60 K: 25 R: 163 G: 145 B: 97 #A39161 PMS 8001C C: 46 M: 40 Y: 41 K: 4 R: 142 G: 140 B: 138 #8E8C8A PMS 8664C C: 51 M: 30 Y: 100 K: 9 R: 132 G: 142 B: 43 #848E2B STARS Brand Guidelines 6

8 Common Seal and Logo Misuses Do not alter the Logo or Seal elements in any way (i.e. removing elements, altering their size, changing color). Maintain clear space around Logo and Seal. Refer to pages 1 and 5 for clear space guidelines. You may not animate, morph or in any other way distort the appearance of the Logo or Seal. Do not rotate the Seal or Logo. The STARS logotype should always appear horizontal never on an angle or vertical. Do not use any colors or color combinations not specified in this guide. Do not lighten or darken the colors to change their value. When the Logo is reversed, it may only appear white on a dark background. Reversing the STARS Seal is not recommended. Do not change the size, position or proportional relationships of the letters or elements. Do not place the Logo or Seal over a photograph or image where the background competes with the mark. Do not scale the Logo or Seal in any way other than proportionally. Do not use the Logo or Seal in the middle of a statement or sentence. Please refer to the File Compatibility Chart on the following page to ensure quality reproduction of the Logo and Seal. STARS Brand Guidelines 7

9 Trademark Usage Guidelines R egister ed t r a dem a r k vs. T r a dem a r k When referencing STARS trademarks and registered trademarks, always include the proper notation after the name and logo ( for Registered Trademarks and for Trademarks). Failure to do so dilutes our trademark protection. On the STARS Logo and Seals and when you type STARS use. When writing the full program name, Sustainability Tracking, Assessment & Rating System use. In text it is only necessary to annotate the first instance of the trademark in a given document or piece. After the first instance you may drop the or after the word. Include the in every instance on STARS Logos and Seals. T R A DEM A R K ED BR A ND NA M ES Always use the full, proper, unaltered trademarked brand names in all communications. Never vary the spelling, change word order, or use a possessive or plural form of the STARS Brand. When using a STARS Logo or Seal, never modify the design, add or delete any elements or words, change any colors or proportions. T R A DEM A R K SIZING Never modify the size of the attached to the STARS Logo or STARS Seals. When typing or in association with STARS or Sustainability Tracking, Assessment & Rating System, make sure the trademark size is roughly ½ the height of the capital letters, superscript. Correct sizing: STARS Incorrect sizing: STARS STARS Brand Guidelines 8

10 COPY R IGHT STATEM ENTS Each name, term or mark that is a registered trademark must include the applicable mark and copyright statement when it is used. Example: STARS is a registered trademark of the Association for the Advancement of Sustainability in Higher Education (AASHE). R ESERVAT ION OF R IGHTS The Association for the Advancement of Sustainability in Higher Education (AASHE) is the owner of all right, title, and interest in the STARS Brand, Logo and Seals. No person or entity may reproduce or use (or authorize the reproduction or use of) the STARS Brand, Logo and/or Seals in any manner other than expressly authorized by AASHE. Unauthorized use of the STARS Brand, Logo and/or Seals is strictly prohibited. AASHE may, at its sole discretion, modify the the STARS Brand, Logo and/or Seals at any time. Please check with AASHE periodically to ensure your compliance. In order to assure compliance and quality of control, AASHE may request that you provide samples of any marketing, advertising, or other material that includes the the STARS Brand, Logo and/or Seals. STARS Brand Guidelines 9

11 File Compatibility Chart For most advertising and print purposes an.eps file format will probably be requested. For most web applications a.gif or.jpg file format will be needed. This chart shows which file format is compatible with common software programs. The star represents the recommended file format, the circle represents a compatible file format. Use 300dpi or vector CMYK files for all printed applications, and 72dpi, RGB files for all digital applications. Microsoft Excel Microsoft Word Microsoft PowerPoint Adobe Illustrator Adobe InDesign Adobe Pagemaker Adobe Photoshop Macromedia Freehand.eps.gif.jpg.png.tif CorelDRAW QuarkXPress Recommended Optional STARS Brand Guidelines 10