Pratt Institute Identity Guide Fall 2017 IDENTITY GUIDE

Transcription

1 Pratt Institute Identity Guide Fall 2017 IDENTITY GUIDE

2 PLES IN USE

3 Pratt Institute Identity Guide Introduction Fall In Pratt Institute s Identity Guide you will find everything you need to know about creating Pratt-branded communications. Our brand identity is a reflection of who we are everything we do and say how we represent ourselves through our voice, typography, colors, and logo. The suggestions in this guide will help build brand equity by shaping how people perceive us. The Pratt identity is flexible and empowers our schools and divisions to meet their unique objectives, while the core elements of our brand and voice help create coherence. Staff, departments, and external vendors can use this guide to tailor strategic communications for their target audience. Creative Services, located within the Office of Communications and Marketing (OCM), manages the Pratt Institute Identity Guide. Please creativeservices@pratt.edu with any questions about this guide.

4 Pratt Institute Identity Guide Introduction Fall 2017 TABLE OF CONTENTS Voice 3 Logo 6 Color 10 Typography 12 Web Guidelines 15 Apparel and Merchandise 17 Internal Centers 19 Contact Info 22

5 Pratt Institute Identity Guide Voice Fall VOICE

6 Pratt Institute Identity Guide Voice Fall VOICE Using our boilerplate text and correctly using the Institute s name in copy are the building blocks to achieving Pratt s unique voice. Our voice is how we bring Pratt s distinct personality to life. Through appropriately chosen words, and a deliberate tone and writing style, our message feels as though it s coming from a person rather than an institution. Using Pratt s voice will help you build strong relationships and a genuine connection with your target audience. BOILERPLATE TEXT Our boilerplate text reflects who we are and what we do, and can be used as a reference when crafting copy. HOLD OUR NAME IN COPY Consistently using our full name, Pratt Institute, in first reference in text helps establish and reinforce our identity as an educational entity. The guidelines to the right outline how to use our name in copy, as well as what to avoid. In first reference: Pratt Institute In subsequent references: Pratt the Institute

7 Pratt Institute Identity Guide Voice Fall COPYWRITING These considerations will help you connect with readers, craft clear and motivating calls to action, and represent Pratt s voice in relatable and compelling ways. MAKE IT PERSONAL. Using first person plural and second person pronouns ( we / us and you where appropriate) will engage your reader in a direct, human way. MAKE IT CLEAR. Make your communication stronger by focusing on what s important and relevant. MAKE IT TRUE. Statements are reinforced with facts. Sharing real, honest stories of the work we re doing will help you connect with your audience. MAKE IT READABLE. Vary the cadence of communications. Mix short sentences with longer ones to avoid falling into a repetitive rut. Check for rhythm and flow by reading passages aloud. MAKE IT WORTHWHILE. Give your reader a reason to care. Lead with audience-specific benefits (what they get) and back it up with our brand attributes (what we offer). MAKE HEADLINES WORK HARDER. A headline should be more than just the name of the thing you re talking about. Since it may be the only thing your audience reads as they scan the copy, make sure it s compelling, interesting, and easy to pull information from. MAKE IT RELATABLE. We write like we speak, aligned with our personality. Used judiciously, and with the audience in mind, contractions and sentence fragments add personality to communications. MAKE IT MOTIVATIONAL. Give your audience a clear call to action, so they know exactly what you want them to do after receiving the information.

8 Pratt Institute Identity Guide Logo Fall LOGO

9 Pratt Institute Identity Guide Logo Fall LOGO A signature, an identifier, and a symbol of quality, the Pratt logo is one of the longeststanding elements of our identity system. Maintaining the integrity and legibility of our logo helps ensure Pratt is clearly presented in all our materials. THE PRATT LOGO THE PRATT LOGO A core piece of our visual identity system, our logo is a consistent component in our communications. These simple guidelines help maintain that consistency. LOGO CLEARSPACE LOGO LOCKUPS LOGO CLEARSPACE The logo should live comfortably and clearly as an identifying mark. We suggest maintaining sufficient white space around the logo for legibility and prominence. LOGO LOCKUPS For co-branded communications, ensure there is sufficient white space around the logo for legibility. Set co-branded logos on the same baseline. See the AIA lockup to the right as an example of this. We recommend setting both the Pratt logo and partner logo in black or white (if reversed out of a color or photography), where possible. The Pratt logo is solely for institutional use and cannot be modified or used for personal endorsements, and the trademarked Pratt name cannot be used to promote a product, cause, political party, or candidate.

10 Pratt Institute Identity Guide Logo Fall SCALE AND PLACEMENT As a well-known icon, there s no need for our logo to shout. Refer to the suggestions below when scaling and placing the Pratt logo in layouts. MINIMUM SCALE 1 OR 130 px MINIMUM SCALE To maintain full legibility, never reproduce the logo at widths smaller than 1 inch (print) or 175 pixels (monitor display). There is no maximum size limit, but use discretion when sizing the logo. It should live comfortably and clearly as an identifying mark. PRIMARY SCALE PRIMARY SCALE The diagram to the right gauges how much space the Pratt logo should occupy in any given layout. It s recommended that the primary scale be 15% of the shorter side of the page width. PLACEMENT IN LAYOUTS The preferred placement for the Pratt logo is in the lower section of a communication. Used this way across the diverse materials we create, the logo becomes a consistent grounding element. PLACEMENT IN LAYOUTS 15% PAGE WIDTH Logotype aligned to bottom left corner Logotype aligned to bottom right corner Logotype aligned to bottom center

11 Pratt Institute Identity Guide Logo Fall LOGO COLORS Applied to our logo, our core colors create coherence across a diverse range of materials. In most cases, we recommend applying one of our core identity colors black, white, or Pratt Yellow to our logo. These colors help our logo read clearly and feel contemporary while maintaining a strong connection to our heritage. BLACK WHITE BLACK The primary color option for our logo, intended for use on lighter backgrounds and images in order to maintain legibility. WHITE Reverse the logo out on darker backgrounds and images. PRATT YELLOW PRATT YELLOW In more casual usage, the logo may be shown in Pratt Yellow. The yellow Pratt logo reads best on black or white backgrounds. CONTRAST AND LEGIBILITY Avoid placing the logo over high-contrast imagery, or placing it on backgrounds of similar value. To express the rich diversity of Pratt, other logo colors may be selected. This flexible approach is most successful when the outcome reflects our core values. CONTRAST AND LEGIBILITY

12 Pratt Institute Identity Guide Color Fall COLOR

13 Pratt Institute Identity Guide Color Fall COLOR PALETTE Our visual identity contains our core and primary palette, and identifies us at a glance. CORE IDENTITY COLORS Recognized inside and outside of our community, these colors reflect our heritage. They have represented Pratt Institute for more than a century. Using them helps create continuity with Pratt s core voice and identity. Applying them helps reflect a cohesive Pratt brand throughout our materials. Consider incorporating them when communicating with audiences less familiar with Pratt. PRIMARY COLOR PALETTE The addition of red and blue to our core colors comprises our primary palette. A spectrum of primary colors at once classic and contemporary, our primary palette allows for a range of expressions from subdued to vibrant in communications materials, depending on application and use. CORE IDENTITY COLORS PRATT YELLOW BLACK WHITE PRIMARY COLOR PALETTE Our primary color palette is currently used on our website and in many of our branded materials. To express the rich diversity of Pratt, other colors might be needed. Understanding your typical target audience member, their preferences, and your communications objectives will help you successfully communicate with that group, especially when Pratt s personality and core values are reflected in the material. PRATT YELLOW PMS 123C / PMS 115U CMYK: 0/19/89/0 RGB: 255/185/0 HEX: #FFB900 BLACK CMYK: 0/0/0/100 RGB: 0/0/0 HEX: # WHITE CMYK: 0/0/0/00 RGB: 255/255/255 HEX: #FFFFFF PMS PROCESS BLUE CMYK: 100/13/1/3 RGB: 0/144/208 HEX: #0090D0 PMS WARM RED CMYK: 0/80/85/0 RGB: 241/90/56 HEX: #F26531

14 Pratt Institute Identity Guide Typography Fall TYPOGRAPHY

15 Pratt Institute Identity Guide Typography Fall PRIMARY TYPEFACES Consistent, thoughtful use of brand typefaces visually supports verbal communications and forms one of the most recognizable elements of Pratt s identity.. Paired or used individually, Aperçu and Lyon s distinct typographic voices complement each other and allow for a broad range of expression. APERÇU Aperçu, a contemporary sans serif, is clear and easy to read, with simple eccentricities that give it a unique voice. LYON Lyont, a highly-legible serif typeface, is understated, serious, and classic in character, and works exceptionally well for materials that include long paragraphs of text or require extended reading. To express the rich diversity of Pratt, other fonts might be needed. This flexible approach is most successful when the outcome reflects our core values. APERÇU AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz LYON AVAILABLE WEIGHTS Aperçu Regular Aperçu Italic Aperçu Medium Aperçu Medium Italic Both typefaces are available for download at [URL HERE]. Consistent, thoughtful use of brand typefaces visually supports verbal communications and forms one of the most recognizable elements of Pratt s identity. AaBbCcDdEeFfGgHhIiJj KkLlMmNnOoPpQqRrSs TtUuVvWwXxYyZz AVAILABLE WEIGHTS Lyon Display Light Lyon Display Light Italic Lyon Text Regular Lyon Text Regular Italic

16 Pratt Institute Identity Guide SUGGESTED STYLES, HEADLINES AND SUBHEADS Styling our typefaces consistently helps create coherence across materials. To the right are some suggestions for how to treat and style our primary typefaces. Following these style suggestions will help establish visual continuity with the materials that reflect Pratt s core identity. To express the rich diversity of Pratt, other fonts and typestyles might be needed. This flexible approach is most successful when the outcome reflects our core values. Typography Fall 2017 LECTURES, VIDEOS, PERFORMANCES, AND EXHIBITIONS LECTURES, VIDEOS, PERFORMANCES, AND EXHIBITIONS LECTURES, VIDEOS, PERFORMANCES, AND EXHIBITIONS LECTURES, VIDEOS, PERFORMANCES, AND EXHIBITIONS H1 Aperçu Medium or Lyon Display Light All caps 80% tracking Use for headlines and titles H2 Aperçu Medium or Lyon Display Light All caps 80% tracking Use for secondary headlines and titles 16 LECTURES, VIDEOS, PERFORMANCES, AND EXHIBITIONS LECTURES, VIDEOS, PERFORMANCES, AND EXHIBITIONS H3 Aperçu Regular or Lyon Text Regular Sentence case Match point size to body copy Use for tertiary subheads or body copy titles The imaging, interactive, and time-based works are displayed on LG s Ultra HD 4K and OLED TVs. Select pieces in the show were created for LG s 2014 art competition that challenged students at nine of the country s top art schools to create new digital artwork. One of the Pratt student participants, Joseph Bui, was the second-place winner in the competition and his work is among those featured in Pratt Digital Arts. Pratt Institute presents Pratt Digital Arts with partners LG Electronics USA and Surface magazine during Art Basel Miami Beach. The exhibition features digital artwork by Pratt students and recent graduates. The exhibition features digital artwork by Pratt students and recent graduates curated by Peter Patchen, Chair of Pratt s Department of Digital Arts. Body Text Aperçu Regular or Lyon Text Regular Sentence case No tracking Caption Text Aperçu Regular or Lyon Text Regular Sentence case No tracking Use for captions, footnotes and other small text

17 Pratt Institute Identity Guide Web Guidelines Fall WEB GUIDE

18 Pratt Institute Identity Guide Web Guidelines Fall WEB GUIDE COLORS FOR WEB When applying our visual elements to digital materials, these simple guidelines will help. BLACK HEX: # RGB: 0/0/0 WHITE HEX:#FFFFFF RGB:255/255/255 GREY HEX: #8C8C8C RGB: 140/140/140 PRATT YELLOW HEX: #FFB900 RGB: 255/185/0 PROCESS BLUE HEX: #0090D0 RGB: 0/144/208 WARM RED HEX: #F9423A RGB: 249/66/58 COLORS FOR WEB Our website uses the RGB/HEX colors from our primary palette, with the inclusion of grey. TYPESTYLES FOR WEB Our website uses the typefaces and typestyles to the right. Refering to these conventions as a guide will help web pages align more clearly with the materials that represent Pratt s core identity. Refer to our typography section for further suggestions on using our typefaces. TYPESTYLES FOR WEB Our web alternate to Aperçu is Arial, Helvetica, sans-serif Our web alternate to Lyon Text Regular is Times New Roman, Times, Palatino, serif LINK STYLES FOR WEB Our website uses the link styles to the right. Using these conventions will help web pages align more clearly with the materials that represent Pratt s core identity. While not required, using these styles as a guide will help build continuity between your interactive project and Pratt s primary identity. To express the rich diversity of Pratt, other fonts, link styles, typestyles, colors, and visual elements may be needed. This flexible approach is most successful when the outcome reflects our core values. LINK STYLES NASA Project Collaboration for Mars Exploration WATCH VIDEO Give Now To view the PDF, click here. NASA Project Collaboration for Mars Exploration Give Now To view the PDF, click here. WATCH VIDEO Title text hovers to grey (#8C8C8C). Buttons are white/ transparent box with a rule/ stroke to red (#F9423A) box. Body text hyperlinks have border-bottom: 2px solid #FFB900 and hovers to a solid yellow (#FFB900) background.

19 Pratt Institute Identity Guide Apparel and Merchandise Fall APPAREL AND MERCHANDISE

20 Pratt Institute Identity Guide Apparel and Merchandise Fall APPLYING OUR BRANDING These suggestions help present our identity with clarity and impact. APPLYING THE PRATT LOGO Consider contrast, clarity, and legibility when applying the logo. A 12 wide Pratt logo on sweatshirts, 9.5 on t-shirts, and 3.5 wide on hats, are clearly legible, and can be used as a point of reference. APPLYING THE PRATT LOGO APPLYING PRATT INSTITUTE Pratt Institute can be used on its own, set in our official typeface (Aperçu). Do not lock up Pratt Institute with the Pratt logo. Use of the official Pratt seal is limited to official school purposes and must be approved by the Office of Communications and Marketing. All apparel and merchandise must be approved by the Office of Communications and Marketing. APPLYING PRATT INSTITUTE INSTITUTE

21 Pratt Institute Identity Guide Internal Centers Fall INTERNAL CENTERS

22 PRATT INSTITUTE Spatial Analysis and Visualization Initiative 200 Willoughby Avenue Brooklyn, NY FIRST-CLASS MAIL PRESORTED U.S. POSTAGE PAID BROOKLYN, NY PERMIT NO Pratt Institute Identity Guide Internal Centers Fall EXAMPLES IN USE In order to leverage Pratt s brand equity when launching internal centers, the small consistencies in branding that are outlined on this page can help create coherence. CHRIS SMITH Executive Director of Organization PRATT INSTITUTE Spatial Analysis and Visualization Initiative 200 Willoughby Avenue Myrtle Hall Brooklyn, NY chris.smith@pratt.edu XXXX (o) 917.XXX.XXXX (m) Must appear baselined with the Pratt logo. Placement should always be left or right justified, depending on the logo s placement. Branding and materials for internal centers at Pratt are approved by the Provost and VP of Institutional Advancement. Pratt Institute Spatial Analysis and Visualization Initiative 200 Willoughby Avenue, Myrtle Hall Brooklyn, NY pratt.edu PRATT INSTITUTE Spatial Analysis and Visualization Initiative 200 Willoughby Avenue Brooklyn, NY Designed to Save Lives Full name may appear next to the tag on envelope or other materials as needed. Alignment and sizing seen here. Lorem ipsum dolor sit: Lorem ipsum dolor sit Donec tristique turpis nibh, a feugiat elit porta eu. Praesent non erat porttitor, eleifend purus sit amet, tempor massa. Aliquam lorem velit, vestibulum nec gravida vel, vehicula ut quam. Sed porta placerat turpis sed lobortis. Cras eros dolor, pulvinar a molestie nec, mollis ut ipsum. Phasellus sed sem mattis augue sagittis mollis id ut mauris. In tempor in turpis semper sodales. Pellentesque vitae tempor tortor. Nullam lacinia sed nulla eget egestas.

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24 Pratt Institute Identity Guide Fall CONTACT INFO WEBSITE intranet-communications-and-marketing/ intranet-creative-services/ LOCATION AND HOURS Myrtle Hall 3rd Floor, Institutional Advancement M F, 9 AM 5 PM CREATIVE SERVICES STAFF MATS HÅKANSSON Director of Creative Services KARA SCHLINDWEIN Associate Creative Director STEPHANIE GREENBERG Associate Director, Project Management DAVID DUPONT Associate Director, Traffic and Production ERIN CAVE Senior Designer RORY KING Digital Designer DANIEL TERNA Senior Multimedia Producer BRANDHI WILLIAMSON Senior Editorial Manager