STYLE GUIDE UPDATED AUGUST 2017

Transcription

1 STYLE GUIDE UPDATED AUGUST 2017

2 GENERAL GUIDELINES Purpose of the guide Brenau University logo usage guidelines Typography guidelines Color palette and usage guidelines Stationery usage Miscellaneous logo applications Contact information TABLE OF CONTENTS PAGE 2

3 This document is intended to provide basic guidelines for those developing materials for Brenau University. The guidelines will include information about the proper use of the logo, typography, color, layout and imagery. THE PURPOSE OF THIS GUIDE The intent is to give enough direction to keep materials consistent so that those who experience the Brenau brand have the same impression of the university. At the same time, the goal is to provide enough flexibility so that those who create materials can meet their specific needs. Consistency necessitates limitations. As creators of communications, we will tire of our logo, images, typography and colors long before our audience ever remembers them and connects them to our university. Please exercise discipline and remain consistent with our brand in your work. If questions arise that are not answered in this document, please reach out and contact the person(s) listed at the end of the document. PAGE 3

4 PREFERRED VERSION FULL-COLOR LOGOS BLACK AND WHITE LOGOS BRENAU UNIVERSITY LOGO Brenau University s primary signature is composed of the wordmark Brenau University, the stylized portals, the flame, and Brenau s founding year, These elements are to be used together in all instances. The wordmark Brenau University is set in Sabon and is a customized arrangement of letters. No substitute may be used for this wordmark. STANDARD VERSIONS OF THE LOGO This is the most formal version of the logo. Use the two-color version of the logo whenever possible. The logo is also customized for Brenau University. No substitute may be used. HORIZONTAL VERSIONS OF THE LOGO The horizontal version of the Brenau University logo is used on letterhead and when the standard version will not fit well in the allotted space. PAGE 4

5 Do not change the color of the logotype or logo. Do not change the proportions of logo elements. Do not change the typeface of Brenau University. IMPROPER USAGE The logo was designed especially for Brenau University. Do not alter the Brenau University logo in any way. Brenau University Please do not attempt to recreate any components of the design or alter the position or configuration of the elements in relation to one another. The logo must be used in its entirety as specified in this manual. Digital logo files are available from the Office of Communications & Publications. Do not try to rearrange the configuration of the logo. Do not use any other logo with the logotype. PAGE 5

6 MINIMUM SIZE REQUIREMENTS SIZE REQUIREMENTS Care must be given that the logo is reproduced in sizes that will be easily readable. 1 OR 92 PIXELS As digital media is one of the primary areas where prospective students experience the Brenau University brand, it s critical that the name of the university be readable. Minimum sizes are displayed at the left for usage in both print and digital media. 2 OR 150 PIXELS If these versions of the logo cannot be used effectively in digital media, the wordmark may be used with permission. In rare instances, variations of the logotype may be used with permission from the Office of Communications & Publications. PAGE 6

7 MINIMUM LOGO CLEARANCE CLEARANCE AREA SIZE The clearance area equals the height of the capital B in the word Brenau. = In usage, the logo should always have enough space around it to stand out in layouts. The guidelines at the left provide basic rules for minimum clearance. Wherever possible, give the logo space to breathe and attract the eye of the reader. CLEARANCE AREA PAGE 7

8 THE REVERSED LOGO CLEARANCE AREA SIZE The clearance area equals the height of the capital B in the word Brenau. The reversed logos are governed by the same clearance rules as the normal logos. = CLEARANCE AREA PAGE 8

9 LOGO USAGE EXAMPLES - BACKGROUNDS In the examples at the left, the primary issue is contrast of the elements of the logo against the background. Those with red lines are inappropriate usage examples because the elements of the logo aren t readable enough against the background colors shown. This principle applies to all uses of the logo - all elements should be high enough in contrast to make them readable against the background. PAGE 9

10 PROGRAM-SPECIFIC LOGOS Logos for the specific programs of Brenau University are available from the Office of Communications & Publications. Do not attempt to recreate these logos. As part of the university s cohesive, unified branding, the university does not create unique logos for specific programs (except in very rare instances). PAGE 10

11 LOGO USAGE EXAMPLES - IMAGE BACKGROUNDS There may be occasions where the logo needs to be placed over an image, but generally this should be avoided. In the examples at the left, there are multiple issues to be concerned with. In the upper-left example the logo is unreadable and competes with the image. In the upper-right image the logo is over the face of a person. In the image of the graduate, middle right, the logo is placed poorly. Generally the logo should be placed lower-left or lower-right if used over an image and should be easily readable, as in the three examples shown. If necessary, retouching the image to create an area that is consistent enough in value to read the logo against is permissible. PAGE 11

12 HEADLINES AND SUBHEADS: TRADE GOTHIC LT STD BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz BODY TEXT: TRADE GOTHIC LT STD REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ALTERNATE BODY TEXT: AVENIR LT STD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz TYPOGRAPHY Typography must be used consistently in the university s communications to support the brand. Trade Gothic is the primary font used in most materials. Bold is used for headlines and subheads, regular and oblique are used for most body text. If a second option for body text is required, Avenir Light regular may be used. Sabon Lt Std is the font in which the Brenau University wordmark is set. Sabon is used at times in headlines and subheads. Usage of Sabon in headlines, subheads, etc. is limited to some advertising and outward-facing marketing materials. BODY TEXT: TRADE GOTHIC LT STD OBLIQUE ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HEADLINES AND SUBHEADS IN SOME MARKETING MATERIALS: SABON LT STD REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PAGE 12

13 PRIMARY COLORS Print CMYK Cyan 0% Magenta 0% Yellow 0% Black 100% Web Hex # Print CMYK Cyan 0% Magenta 22% Yellow 77% Black 7% Web Hex #edbc5a Pantone* PMS 2006 C SECONDARY COLORS Print Cyan 67% Magenta 50% Yellow 45% Black 25% Web Hex # Print Cyan 83% Magenta 38% Yellow 30% Black 3% Web Hex #227f99 COLOR PALETTE Color is a valuable tool in the designer s toolbox, but must be used consistently to unify the brand image. The brand colors shown are the only colors that will be used for typography and flat areas of color. For gold text on white backgrounds, only bold weights of Trade Gothic should be used. Gold text should be at least 12 pt. (or 10 pt. bold). To add variety and create balance in design, the secondary colors may be used primarily as flat areas of color and for accenting typography in some instances. Secondary colors do not apply to athletics branding. See the Brenau Athletics Branding Guide for more information. PAGE 13

14 Office of the President Date Name Title Company Street Address City, State Zip Dear Colleagues, There are many styles of typing formats. This example illustrates the preferred typing style for all communications on the university s stationery. The recommended typeface for body copy on stationery and letterhead is Times New Roman. The point size range for the typeface is pt. The left margin should line up directly below the word Brenau in the logo, and the right margin should not extend past one (1 ) inch from the right edge of the page. When a letter is longer than one page, use plain white matching stock for the second page. Remember, correspondence portrays the image of the university. How your letters look often say as much about Brenau University as the words on the page. Sincerely, Name Title Brenau University BE MORE AT BRENAU 1. The university has selected a recycled Strathmore* paper for letterhead and envelopes and business cards. To ensure consistency, all stationery should be ordered through the Office of Communications & Publications. 2. The recommended university stationery typing format is shown on the following page. We strongly encourage everyone to follow this style for consistency. 3. The recommended typeface for body copy on stationery and letterhead is Times New Roman. If your word processor does not have Times New Roman as part of its software package, please contact the Office of Communications & Publications. The point size range (height of the letters) for the typeface is pt. 4. All university stationery must be ordered through the Office of Communications & Publications because this office is well-versed in the style guidelines for the university s graphic identity. * PAPER RECOMMENDATIONS LETTERHEAD AND ENVELOPES: Strathmore Recycled Bright White, 24 lb. writing, wove BUSINESS CARDS: Strathmore Recycled Bright White, 80 lb. cover, wove STATIONERY GUIDELINES Stationery is the most common and most visible use of the graphic identity. Stationery includes letterhead, envelopes, mailing labels, business cards and note cards. To ensure consistency across all forms of stationery, the following pages show examples of approved letterhead, envelopes, business cards and mailing labels. Do not attempt to create your own stationery from the examples shown in this guide. The university will not pay for stationery that does not conform to the guidelines contained in this style manual. The examples on the following pages should be used as guidelines for creating all business cards, envelopes, letterhead and labels. The files can be obtained from the Office of Communications & Publications. 500 Washington Street SE Gainesville, Georgia PAGE 14

15 Logo width Office of the President BE MORE AT BRENAU DEPARTMENT COPY Font: Sabon Roman Italic Point size: 9 pt. Leading: 10 pt. (not shown actual size) STATIONERY GUIDELINES Letterhead 8.5 x 11 (not shown actual size) Date Name Title Company Street Address City, State Zip Dear Colleagues, There are many styles of typing formats. This example illustrates the preferred typing style for all communications on the university s stationery. The recommended typeface for body copy on stationery and letterhead is Times New Roman. The point size range for the typeface is pt. BODY COPY Font: Times New Roman Point size: 10 pt. Leading: 12 pt. (not shown actual size) The left margin should line up directly below the word Brenau in the logo, and the right margin should not extend past one (1 ) inch from the right edge of the page. When a letter is longer than one page, use plain white matching stock for the second page. Remember, correspondence portrays the image of the university. How your letters look often say as much about Brenau University as the words on the page. Sincerely, Name Title Brenau University Washington Street SE Gainesville, Georgia ADDRESS Sabon Roman Point size: Letters: 8.5 pt. Numbers: 7.5 pt. Note: For phone/fax use periods, not dashes (not shown actual size) PAGE 15

16 STATIONERY GUIDELINES Number 10 Envelope, and Mailing Label, 6 x 4 (not shown actual size).375 Logo width Washington Street SE Gainesville, Georgia Washington Street SE Gainesville, Georgia MAILING LABEL Follows same measurements as above (not shown actual size) PAGE 16

17 STATIONERY GUIDELINES.2 BUSINESS CARD 3.5 x 2 (shown at actual size).3 Logo width.94 Jane Doe Director of Marketing 500 Washington Street SE Gainesville, Georgia (P) (F) janedoe@brenau.edu NAME Font: Sabon Bold Point size: 9 pt. TITLE Font: Sabon Roman Italic Point size: 8 pt. ADDRESS Font: Sabon Roman Point size: 8.5 pt. Leading: 9 pt. Numbers: 7.5 pt. Phone and Fax (P) (F) Font: Trade Gothic Bold Point size: 6 pt. Note: Use periods, not dashes Illustrated here is the design for all Brenau University business cards. The business cards should include only information related to Brenau University. Do not attempt to recreate this file, as it is for illustrative purposes only. Contact the Office of Communications for a printer-ready file. 1.5 WEB ADDRESS Font: Trade Gothic Bold No. 2 Point size: 7.5 PAGE 17

18 MISCELLANEOUS LOGO APPLICATIONS The logo may be applied to a variety of products for promotion of the university. Pictured here are a few examples of appropriate usage of the logo on a variety of products. PAGE 18

19 CONTACT INFORMATION For questions regarding logos, images, or any information contained within this document, please contact: Michael Lowe Design Director Phone: Nelli Martirosyan Admissions Graphic Design Specialist Phone: PAGE 19