LOGO USE GUIDELINES BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

Transcription

1 LOGO USE GUIDELINES BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

2 LOGO USE GUIDELINES LOGO USAGE GUIDELINES 13

3 LOGO USAGE GUIDELINES The Gardner-Webb logo is the centerpiece of the University's visual identity. Consistent usage of the logo and its supporting elements across all marketing and communications materials is extremely important. When done properly, adherence to these guidelines will improve brand recognition, and strengthen the overall perception of the University. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

4 LOGO VARIATIONS PRIMARY VERTICAL LOGO The logo treatment below (stacked, centered and shaded) is the default, primary logo treatment for Gardner-Webb University. Use this logo treatment whenever possible. Only under certain circumstances should one stray from this treatment. Alternate treatments for these circumstances are provided to the right. HORIZONTAL LOGO The alternate Gardner-Webb logo is the horizontal shaded version. This lockup should only be used when there is not enough space for the vertical lockup or the logo is left-aligned on a page. LOGO ON COLORED BACKGROUNDS When the logo is on a black background, the shaded logo should be used with white text. When the logo is on a colored background, it should be in the 1C white version (see example below). The logo should not appear on any background color other than the primary colors, or the dark red or dark orange from the secondary colors. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

5 ALTERNATE LOGOS The Gardner-Webb primary logo is the preferred default logo. However, there are certain instances when an alternate logo is necessary. These instances are described in the section to the right. 1C BLACK & 1C WHITE Should only be used for a one color print job or when the logo needs to be knocked out on a colored background. 2C BLACK AND RED Should only be used for a 2 color print job. 4C FLAT Should only be used when a gradient cannot be printed. SHADED BW Should only be used when copying or printing with a black and white printer. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

6 LOGO USAGE GUIDELINES PLACEMENT The Gardner-Webb logos are central to the University s visual identity and should be used on all communications and branding materials within the organization, including official university documents, branding collateral, marketing materials, stationery, business cards and on the website. Using the logo in a consistent manner will enhance the recognition of the logo within the community. Do not alter the logo in any way, including changing the type, the spacing, the size of the mark or adding outlines or embellishments. CLEAR SPACE REQUIREMENTS To ensure the impact and integrity of the mark, a certain amount of white space is required around the logo on all sides. A space of x (marked in the example provided), which is measured from the height of the logotype, should be given on all sides of the logo. x SIZE AND PROPORTION The Gardner-Webb logos must always be scaled proportionally, so that they do not stretch either vertically or horizontally. The vertical logo must also always be at least 1 inch wide on any print form. The horizontal logo must be at least 1.5 inches wide on any print form. x 1 INCH 1.5 INCH x x GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

7 UNACCEPTABLE LOGO TREATMENTS DO NOT STRETCH DO NOT DISTORT DO NOT CHANGE THE TYPEFACE DO NOT ADD A STROKE DO NOT ADD A DROP SHADOW DO NOT PLACE ON A NON-GWU COLOR DO NOT ALTER SPACING DO NOT MAKE NEW SHAPES DO NOT ADD PHOTOS OR GRAPHICS GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

8 LOGO TREATMENT ON PHOTOGRAPHY When using the logo on top of a photograph, the area of the photo behind the logo should be burned. This requires a very soft-edged darkening the area that the logo will sit on. This is different than adding a drop shadow or solid black box, neither of which are acceptable. PROPER LOGO TREATMENT The logo should be placed on a part of the photograph that is not busy. Burning should look natural, not manufactured or forced. IMPROPER LOGO TREATMENT GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

9 UNIVERSITY SEAL The Gardner-Webb University seal is, and always will be, an important part of the Gardner-Webb brand. Use of the seal indicates institutional sanction for official, legal, and ceremonial purposes, and should be reserved for these special uses. If you would like to request use of the seal, contact University Marketing or Communications. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

10 BULLDOG The Gardner-Webb Runnin Bulldog logo is only used for athletic-related materials unless special permission is requested and approved. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

11 BRAND ARCHITECTURE 22

12 BRAND ARCHITECTURE Brand architecture is a top-level plan to manage the relationship between an institution s brand, sub-brands, campaign brands and partner brands. Done well, brand architecture helps guide the various entities within an organization in the creation and governance of a brand s visual elements. What Brand Architecture does for Gardner-Webb: It reinforces the Gardner-Webb brand by encouraging consistency across individual university departments. It extends the virtues associated with the Gardner-Webb brand to all Gardner-Webb departments establishing and building value in each. It simplifies Gardner-Webb s communications both internal and external and bolsters the viewer s perception of the university. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

13 VISUAL ARCHITECTURE CORE INSTITUTION BRAND The core institution brand represents Gardner-Webb University as a whole. Use only the primary vertical logo, or its horizontal counterpart, displayed below. The vertical logo is preferred if the design allows. Otherwise, use the horizontal logo. PRIMARY SUB-BRANDS Donor-Sponsored Logos and School Logos Use the primary sub-brands for donorsponsored logos and school logos. Made up of the donor-sponsored logo or school logo, these logos pair with the Gardner-Webb wordmark. Never break the logos apart or use them beside core institution brand logos. SECONDARY SUB-BRANDS Departments/Programs/Clubs Use secondary sub-brands for departments, programs and clubs. To differentiate between each, use the appropriate font weight and color for each entity: Departments: Avenir LT Std Heavy, orange. Programs: Avenir LT Std Medium, dark orange. Clubs: Avenir LT Std Light, dark red. Never place these logos beside the core institution brand logos. GODBOLD SCHOOL BUSINESS MASTER WEALTH and TRUST MANAGEMENT PROGRAM GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

14 LOGO USE GUIDELINES COLOR 25

15 PRIMARY COLORS Color helps aid in creating a cohesive brand by developing a consistent look and feel. Gardner-Webb has a primary color palette of red and black and a secondary color palette of dark red, dark orange, orange and yellow that supports the Gardner-Webb primary color palette. PRIMARY COLOR PALETTE Gardner-Webb s colors of red and black comprise the Gardner-Webb primary color palette. CMYK 0,91,72,23 RGB 191,47,56 HEX BF2F37 PANTONE 187 CMYK 0,0,0,100 RGB 35,31,32 HEX PANTONE PROCESS BLACK SECONDARY COLOR PALETTE Gardner-Webb s secondary palette is made up of warm colors, including dark red, dark orange, orange and yellow. These colors should be used as supporting colors to the primary black and red. They can be used liberally, yet not heavy-handed, to provide a bit of energy and variety to designed materials. CMYK 22,100,100,18 RGB 167,30,34 HEX A71D21 CMYK 0,80,100,0 RGB 241,90,34 HEX F05A22 CMYK 0,58,100,0 RGB 246,134,31 HEX F5851F CMYK 0,36,100,0 RGB 251,173,24 HEX FBAD17 GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

16 COMPLEMENTARY COLORS COMPLEMENTARY COLOR PALETTE The complementary colors may be used very sparingly and primarily as accent colors that call the viewer s eye to important information like calls-to-action. Typography should not be set in these colors. They should not be used as large fields of color. None of the complementary colors may be used on or behind the Gardner-Webb logo. CMYK 100,60,0,0 RGB 0,102,179 HEX 0066B2 CMYK 100,94,35,45 RGB 21,28,73 HEX 151B48 CMYK 58,100,11,6 RGB 126,37,125 HEX 7E247C CMYK 72,100,30,33 RGB 79,25,84 HEX 4F1854 NEUTRAL COLOR PALETTE The neutral color palette consists of cool grays and should only be used primarily as background color and for typography. CMYK 0,0,0,10 RGB 230,231,232 HEX E6E7E8 CMYK 0,0,0,40 RGB 167,169,172 HEX A7A9AB CMYK 0,0,0,80 RGB 88,89,91 HEX 58585B CMYK 0,0,0,90 RGB 65,64,66 HEX COLOR USAGE GUIDELINE Colors should be used in the proper ratio. Primary colors are most prominent, followed by secondary colors. Neutral colors should be background supporting colors. Complementary colors should be used sparingly. 40% PRIMARY 30% SECONDARY 20% NEU. 10% COM. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

17 COLOR USAGE EXAMPLES When applying various color palettes to Gardner-Webb brand materials, balance the use of each against another in a proper ratio. Primary colors are most prominent, followed by secondary colors. Employ complementary colors sparingly as a way to draw the viewer s eye to important information like calls-to-action. Use the neutral color palette for background colors and for typography. PROPER COLOR USAGE IMPROPER COLOR USAGE GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

18 PATTERNS Use patterned backgrounds to accent branded materials. These help add texture and interest to the design in a subtle and sophisticated way that references the curves of the Gardner-Webb flame. There are three versions: black, red and orange. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

19 PATTERN USAGE GUIDELINES The diagram below shows where to crop the pattern for different materials. 1. When using the pattern on a 8.5x11 piece of paper or other rectangular printed material, begin cropping in the upper left-hand corner of the pattern document. Example: folders, ads, etc. 2. When using a long strip of the pattern, begin cropping where the flames intersect. The curve of the flame will help guide the viewer s eye. Example: envelope, business cards, etc. 1 2 GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

20 SUPERGRAPHICS Use supergraphics strictly with university-wide communications and marketing efforts. Do not apply them to materials from individual schools, programs, departments or events. GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

21 LOGO USE GUIDELINES TYPOGRAPHY 32

22 PRIMARY TYPOGRAPHY In order to create and maintain a consistent look throughout all Gardner-Webb s materials, the same families and styles of typography should be used at all times. PRIMARY TYPEFACE The primary typeface for Gardner-Webb is Avenir LT Std. The typeface offers a high degree of legibility at many sizes. Avenir LT Std 35 Light Avenir LT Std 35 Light Oblique Avenir LT Std 65 Medium Avenir LT Std 65 Medium Oblique Avenir LT Std 85 Heavy Avenir LT Std 85 Heavy Oblique Avenir LT Std 95 Black Avenir LT Std 95 Black Oblique SUBSTITUTE TYPEFACE Avenir should be used as the primary typeface for Gardner-Webb. However, if it is not able to used, either from lack of access or technological limitations (like on the internet), the substitute typeface Arial may be used. Arial Regular Arial Italic Arial Bold Arial Bold Italic GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

23 SECONDARY TYPOGRAPHY COMPLEMENTARY TYPEFACE When long form copy is being used, a serif font may be useful to improve readability. For these occasions, the Chaparral Pro typeface may be used. The font should be used secondary to Avenir LD Std. Chaparral Pro Light Chaparral Pro Light Italic Chaparral Pro Regular Chaparral Pro Italic Chaparral Pro Semibold Chaparral Pro Semibold Italic Chaparral Pro Bold Chaparral Pro Bold Italic SUBSTITUTE TYPEFACE Chaparral Pro should be used as the complementary typeface for Gardner-Webb. However, if it is not able to used, either from lack of access or technological limitations (like on the internet), the substitute typeface Times New Roman may be used. Times New Roman Regular Times New Roman Italic Times New Roman Bold Times New Roman Bold Italic COMPLEMENTARY SCRIPT TYPEFACE The script typeface Natural Script should be used very sparingly and only as an accent typeface or as featured headlines on ads, banners, etc. It should ever be used as body copy or headlines in body copy. Natural Script Regular Natural Script Bold GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

24 LOGO USE GUIDELINES APPLYING THE BRAND 35

25 APPLYING THE BRAND Stationery is an important factor in creating a unified look for a univeristy. If the cost of printing is an issue, alternate templates may be used. Business cards may be printed one sided. Envelopes may be printed with black text on a white background instead of the knocked out text (see examples on the next page). GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

26 APPLYING THE BRAND BUSINESS CARDS ENVELOPE BACK ALTERNATE BUSINESS CARDS ALTERNATE ENVELOPE BACK GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,

27 PHOTOGRAPHY GUIDELINES PHOTOGRAPHY CONTENT Photography is an excellent way to engage with those who view your content. The best photography assets engage viewers with active pictures taken in the subject s environment. Creative use of depth-of-field and effective cropping will help draw in and hold the viewer s focus. Avoid using photos that are poorly lit or disproportionately scaled. Photos should remain above 300 DPI when scaled to their printed size. For photo requests and assistance, contact the University photographer at TECHNICAL GUIDELINES Photos must be high resolution. Photo size minimum: 9 in by 12 in, 2700 x 3600 pixels Image Resolution: 300 DPI Format: JPEG, TIFF or RAW GARDNER-WEBB UNIVERSITY BRAND GUIDELINES PUBLISHED ON FEBRUARY 17,