The Berkeley Law Identity Overview

Transcription

1 The Berkeley Law Identity Overview The Berkeley Law identity is an integrated system of logos and stationery components that serve the school and its affiliates. This overview documents design and graphic standards for three variations on the identity: Berkeley Law, Berkeley Law / Boalt Hall, Berkeley Law / Affiliate. 1

2 Berkeley Law Identity: Positive Reproduction Primary Logo 2-Color Berkeley Law Blue and Berkeley Law Gray 1-Color Black and 55% Black Line Art Black The Berkeley Law graphic identity consists of a family of logos representing the school and its affiliates, plus corresponding suites of materials for correspondence, presentation, and other purposes. Any questions regarding usage should be directed to rsloan@law. berkeley.edu. Logos There are three types of logos within the system, each with its own purpose. Berkeley Law Logo Berkeley Law / Boalt Hall Logo 2-Color Berkeley Law Blue and Berkeley Law Gray 1-Color Black and 55% Black Line Art Black This is the primary expression of the school s identity. It is appropriate for use with most audiences, particularly external ones. Berkeley Law / Boalt Hall This variation on the Berkeley Law logo is used primarily in communication with alumni. Berkeley Law / Affiliate Logos A custom logo is available to each of the school s affiliates. These custom logos juxtapose the Berkeley Law logo with the name of a single center, institute, or clinic. Logo artwork is available for: Positive reproduction Berkeley Law / Affiliate Logo 2-Color Berkeley Law Blue and Berkeley Law Gray 1-Color Black and 55% Black Line Art Black 1-Color (black & 55% black) 2-Color (blue & gray) Line art (black) Reverse reproduction Line art (white), Seal The UC Berkeley seal is an important element in our graphic identity. Providing a traditional counterpoint to the contemporary design of our new logo. It appears on a variety of stationery and presentation items. Seal artwork is available for: Positive reproduction, Seal Berkeley Law Gray (PANTONE Cool Gray 11) Berkeley Law Gray (25% PANTONE Cool Gray 11) Line Art Black 1-Color (gray) Line Art (black) Reverse reproduction (see next page) * Please see next page for file extensions. 2

3 Berkeley Law Identity: Reverse Reproduction Primary Logo 1-Color White File Extensions All files end with an extension:.ai or.png. ai files are Adobe Illustrator files for offset printing, and are vector files that can be enlarged to any size..png files are files that have a small file size. These are used for electronic templates such as electronic letterheads, fax covers, web and powerpoint presentations..png files cannot be enlarged without losing image quality. Berkeley Law / Boalt Hall Logo 1-Color White Berkeley Law / Affiliate Logo 1-Color White, Seal Line Art White 3

4 Berkeley Law Graphic Identity Colors Primary Color Palette Our graphic identity primary color palette Berkeley Law Blue (Pantone 2945U), Berkeley Law Gray (Pantone Cool Gray 11), black, and white was selected to give us a strong visual tie to the university. Berkeley Law Blue PMS: PANTONE 2945 Uncoated* CMYK: 100C 60M 0Y 15K RGB: 0R 64G 132B Web: HEX# Berkeley Law Gray PMS: PANTONE Cool Gray 11 CMYK: 0C 2M 0Y 68K RGB: 113R 112G 115B Web: HEX# The Berkeley Law colors are based on the PANTONE Color Standard specified below. For matching, refer printers and other suppliers to the current editions of PANTONE Color Publications. It is strongly recommended that drawdowns be requested with each print job to ensure that the identity PMS colors are accurate. White CMYK: 0C 0M 0Y 0K RGB: 255R 255G 255B Web: HEX# FFFFFF Black CMYK: 0C 0M 0Y 100K RGB: 0R 0G 0B Web: HEX# *Always make sure to match Berkeley Law Blue to a PANTONE 2945 UNCOATED chip. PANTONE 2945 Coated is a much brighter color and is not the correct expression of Berkeley Law Blue. Since differences in substrate and process can affect color, the CMYK equivalents provided at left are guidelines only and should not be considered to provide an exact match. Note: Colors shown throughout this overview are for demonstration purposes only. For accurate color standards refer to the current edition of the PANTONE Color Formula Guide. 4

5 Minimum Size Minimum Size for Print 1 To preserve the integrity of our identity, we must ensure that our logos are always recognizable and readable, and that the graphic identity stands out from other design elements. Reproductions below this size are not permitted since the letter forms or the wordmark may begin to fill in, thereby compromising readability. 1 The minimum allowable print reproduction size for all our logos is 1" in width, with the width measured from the left edge of the B in Berkeley to the right edge of the letter w in Law. Seal The minimum allowable print reproduction size of the University of California, Berkeley, seal is 0.75" in width. The width is measured from the left edge to the right edge of the seal

6 Design Control alter the arrangement of the logo in any way. reproduce any version of the logo in colors other than those specified. As the key visual expression of Berkeley Law, we must treat all the elements of our identity with respect. We must also ensure a singular and unified impression across all applications. The examples at left illustrate unacceptable uses of our graphic identity. The Berkeley Law identity must not be compromised or manipulated in any way and should always be reproduced from approved artwork. reproduce the logo smaller than the minimum size specified on page 14. attempt to typeset the logo. attempt to reshape the logo into an arc. change the type size of one part of the logo. enclose the logo within boxes or shapes defined by white or any other background color. reverse the logo in a busy area of an image. 6

7 Offset Printing Components: Berkeley Law Pocket Folder Templates are used for creating components of the stationery system via offset printing. These high-volume jobs are performed by professional printers using PANTONE Uncoated Colors. Any questions regarding usage should be directed to berkeley.edu. NAME Title One Title Two Cell Cell Number Line Offset Printing Templates: Berkeley Law Business Card Standard Letterhead Standard Letterhead, Customized Envelope #10 Envelope #10, Customized Monarch Letterhead Monarch Letterhead, Customized Monarch Envelope Monarch Envelope, Customized Note Card Note Card Envelope Memo Pad Mailing Label Pocket Folder Standard Letterhead & Envelope #10 & Business Card Monarch Letterhead & Envelope NAME Title One Title Two Line Memo Pad Note Card & Envelope Mailing Label 7

8 Offset Printing Components: Berkeley Law/Boalt Hall Pocket Folder Templates are used for creating components of the stationery system via offset printing. These high-volume jobs are performed by professional printers using PANTONE Uncoated Colors. Any questions regarding usage should be directed to berkeley.edu. NAME Title One Title Two Cell Cell Number Line Offset Printing Templates: Berkeley Law/Boalt Hall Business Card Standard Letterhead Standard Letterhead, Customized Envelope #10 Envelope #10, Customized Monarch Letterhead Monarch Letterhead, Customized Monarch Envelope Monarch Envelope, Customized Note Card Note Card Envelope Memo Pad Mailing Label Pocket Folder Standard Letterhead & Envelope #10 & Business Card Monarch Letterhead & Envelope NAME Title One Title Two Line Memo Pad Note Card & Envelope Mailing Label 8

9 Offset Printing Components: Affiliates Pocket Folder Templates are used for creating components of the stationery system via offset printing. These high-volume jobs are performed by professional printers using PANTONE Uncoated Colors. Any questions regarding usage should be directed to berkeley.edu. NAME Title One Title Two University of California, Berkeley, Cell Cell Number Line Offset Printing Templates: Berkeley Law / Affiliate Business Card Standard Letterhead Standard Letterhead, Customized Envelope #10 Envelope #10, Customized Monarch Letterhead Monarch Letterhead, Customized Monarch Envelope Monarch Envelope, Customized Note Card Note Card Envelope Memo Pad Mailing Label Pocket Folder Standard Letterhead & Envelope #10 & Business Card Monarch Letterhead & Envelope NAME Title One Title Two Line Memo Pad Note Card & Envelope Mailing Label 9

10 Electronic Templates: Berkeley Law Salutation: The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it University actually of California, is. By Berkeley producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design Address this Line is very 2 important. The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. One can concentrate on the important elements of design rather than the content of the copy; the leading, City, State, the line Zip length, Code the depth of the copy and even the running around of graphics is done with the dummy copy. In an initial state of design this is very important. Although this may not seem important, it actually is. It is placed here in lieu of the type to be used. Complimentary Close, of Writer Title Line 1 Title Line 2, FAX TRANSMITTAL TO DATE FROM PAGES Number FAX NO. Fax Number SUBJECT Subject The copy you are now reading is not the actual text to be typeset. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. Electronic templates are available for desktop publishing of correspondence, presentations, and other materials not requiring offset printing. Certain elements of the templates are fixed, such as the logo, and others are editable, such as the address block. Specifications are built into the templates and are detailed in the Berkeley Law Style Guide. All materials created using these electronic templates may be printed on laser or inkjet printers (preferably color). These templates should not be used for offset printing. Any questions regarding usage should be directed to rsloan@ law.berkeley.edu. Letterhead & Envelope #10 Fax Cover Sheet Electronic Printing Templates: Berkeley Law Letterhead Envelope #10 Fax Cover Sheet Mailing Label PowerPoint Presentation Mailing Label Presentation Title Slide Presenter s PowerPoint Slide 10

11 Electronic Templates: Berkeley Law/Boalt Hall Salutation: The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an University initial of California, comp Berkeley with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. In an initial state of Address Line design 2 this is very important., FAX TRANSMITTAL TO DATE FROM PAGES Number FAX NO. Fax Number SUBJECT Subject The copy you are now reading is not the actual text to be typeset. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. Electronic Printing Templates: Berkeley Law/Boalt Hall Letterhead Envelope #10 Fax Cover Sheet Mailing Label PowerPoint Presentation The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an Street initial Address state of design this is very important. One can concentrate on the important elements of design City, rather State, than Zip the Code content of the copy; the leading, the line length, the depth of the copy and even the running around of graphics is done with the dummy copy. In an initial state of design this is very important. Although this may not seem important, it actually is. It is placed here in lieu of the type to be used. Complimentary Close, of Writer Title Line 1 Title Line 2 Letterhead & Envelope #10 Fax Cover Sheet Mailing Label Presentation Title Slide Presenter s PowerPoint Slide 11

12 Electronic Templates: Affiliates Salutation: The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing University an of California, initial comp Berkeley with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. One can concentrate on the important elements of design rather than the content of the copy; the leading, the line length, the depth of the copy and even the running around of graphics is done with the dummy copy. In an initial state of design this is very important. Although this may not seem important, it actually is. It is placed here in lieu of the type to be used. Complimentary Close,, FAX TRANSMITTAL TO DATE FROM PAGES Number FAX NO. Fax Number SUBJECT Subject The copy you are now reading is not the actual text to be typeset. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. Electronic Printing Templates: Berkeley Law / Affiliates Letterhead Envelope #10 Fax Cover Sheet Mailing Label PowerPoint Presentation Additional Options Letterhead with Affiliate Symbols Substituting for Seal Letterhead with List of s of Writer Title Line 1 Title Line 2 Letterhead & Envelope #10 Fax Cover Sheet Tel Fax Tel Fax FACULTY Faculty 1 FACULTY Faculty 1 Faculty 2 Faculty 3 Faculty 4 Faculty 5 Faculty 6 Faculty 7 Faculty 2 Faculty 3 Faculty 4 Faculty 5 Faculty 6 Faculty 7 STUDENTS Student 1 Salutation: STUDENTS Student 1 Salutation: Student 2 Student 3 Student 4 Student 5 Student 6 Student 7 The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. Student 2 Student 3 Student 4 Student 5 Student 6 Student 7 The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. One can concentrate on the important elements of design rather than the content of the copy; the leading, the line length, the depth of the copy and even the running around of graphics is done with the dummy copy. In an initial state of design this is very important. Although this may not seem important, it actually is. It is placed here in lieu of the type to be used. The copy you are now reading is not the actual text to be typeset. It is placed here in lieu of the type to be used, so that it will resemble a complete job in every respect. For now, its purpose is for size and color only. Although this may not seem important, it actually is. By producing an initial comp with dummy copy, we can test the physical aspects of the message and make sure that it is not a problem. In an initial state of design this is very important. One can concentrate on the important elements of design rather than the content of the copy; the leading, the line length, the depth of the copy and even the running around of graphics is done with the dummy copy. In an initial state of design this is very important. Although this may not seem important, it actually is. It is placed here in lieu of the type to be used. Complimentary Close, Complimentary Close, of Writer Title Line 1 Title Line 2 of Writer Title Line 1 Title Line 2 Letterhead with List of s Letterhead with Affiliate Symbol & List of s Chief Justice Earl Warren Institute on Race, Ethnicity and Diversity Presentation Title Slide Presenter s PowerPoint Slide 12