Identity Guidelines 1

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2 Table of Content Identity Guidelines Introduction 3 The Logo: 4 1. General Guidelines for the Use of the Logo 5 2. Logo Forms 6 3. Recommended Sizing 7 4. Logo Size and Position 8 5. Backgrounds 9 6. Other Identifiers 11 Colours: General Guidelines for the Use of the Logo Colour Faculty Colours Colour Codes of Faculties 17 Typography: General Guidelines for the Use of Typography Typefaces Readability Text Alignment 21 Stationery: General Guidelines for the Use of Stationery Letterhead Template Signature Fax Cover Template Other Printed Stationery Items 30 PowerPoint: General Guidelines for the Use of PowerPoint Font Size Presentations 33 Imagery: General Guidelines for the Use of Imagery Image Style Image Archive 41 2

3 Introduction Identity Guidelines A strong visual appearance, reputational building, powerful image creating, and unified, recognizable, and memorable presence providing are all very important to instantly distinguish Beirut Arab University in the minds of the general public. The second edition of the Identity Guidelines is intended to provide increased coherence in the way the University presents itself. It explains how to use BAU s Visual Identity, taking into consideration adding some clarifications to keep achieving excellence in all we do. This Guideline is intended for internal users. It was created by the Public Relations Department, which is charged with the responsibility to develop and maintain standards that promote and protect the BAU brand. Correct use and accurate implementation of the Visual Identity reflects a deep commitment to the University slogan: Vision, Innovation, and Continuity. 3

4 THE LOGO Second Edition February

5 THE LOGO The Logo The logo is the primary branding element of Beirut Arab University (BAU) and a key element of the University s Visual Identity. It was first engraved in 1960, and redesigned in 2010 after the launch of the Golden Jubilee New Brand Identity, preserving the rooted iconic elements. The official logo consists of the symbol of the BAU wordmark and the shield. The shield includes a lighthouse, symbolizing that education is a guidance for students and a beacon of knowledge. The Cedar is directly inspired by the cedars of the mountain of Lebanon, and symbolizes eternity, power, and endurance. 1. General Guidelines for the Use of the Logo: The logo should not be modified, redrawn, digitally manipulated or altered in any way. It should be treated as one unified graphic and its elements should not be separated or distorted. The logo should always be surrounded by a blank space that assures a greater visual impact. The main University logo should always be positioned in the top LEFT hand corner on English and Arabic applications. The correct logo colors are BAU Blue (Pantone 288C, Pantone 288), black, and White. Whatever color is chosen, the entire logo (shield and name) must be in the same color. The logo should never appear so small that the text on the logo is unreadable (refer to page 8). Beirut Arab University should always be referred to in full when used in official capacities. 5

6 THE LOGO 2. Logo Forms: There are four versions of the logo: Administrative Form: Consists of the shield element to the left of the University name in both Arabic and English languages. Usage: Letterheads, Envelopes, Posters, Invitation Cards, Academic and Administrative Communications, etc. To be used ONLY on the left side. Simplified Form: Consists of the acronym BAU topped by the shield. Usage: For Internal Communication Use. Centered Form: Consists of the University name in both Arabic and English languages topped by a centered shield. Usage: Professional Use. The placement of the logo will always require judgment by the designer. New Variation Form: This combined version of the brand mark consists of the shield element without the shield outline, the University name in both Arabic and English languages, and the acronym BAU. Usage: Exhibition Materials, Signage, Signature, Sponsorship, and whenever a compact Logo is needed. THE LOGO 6

7 THE LOGO 3. Recommended Sizing Minimum Size: The shield must be clearly visible and reproduced consistently. For this reason, the standard shield should not appear smaller than 1.8cm height and 1.3cm width. Exclusion Zone: The logo requires space around it in order to maximize its visual presence, where no graphic material other than the background should appear. 1.3 cm 1.8cm THE LOGO 7

8 THE LOGO 4. Logo Size and Position The logo position for the University logo is the top left hand corner. The logo is reduced or enlarged proportionately to accommodate alternative sizes. Paper Size: A5 Paper Size: A4 (Portrait and Landscape) Paper Size: A3 (Portrait and Landscape) Paper Size: A2 THE LOGO 8

9 THE LOGO 5. Backgrounds When the logo appears on a background colour or image, it should only be reproduced in black or white. The choice of black or white has to/should be determined by whichever obtains maximum legibility and clarity. Special care should be taken when applying the logo to an image. Avoid areas of the image with high contrast. Do and Don t 9

10 THE LOGO 10

11 THE LOGO 6. Other Identifiers: BAU logo can be used alongside with other identifiers such as: Faculty Name, Department Name, Center Name, or Office Name. 11

12 THE LOGO Posters Posters should be eye-catching, informative, and easy to understand. Use the full name for all faculties under the University logo except for the Faculty of: Law and Political Science, Business Administration, and Architectural Engineering to be used in their abbreviated forms as the following. Faculty of Law and Political Science Faculty of Business Administration That doesn t include letterhead templates Faculty of Architectural Engineering 12

13 COLOURS Second Edition February

14 COLOURS Colours The use of colour is an important key and a strong identifying aspect of the BAU brand identity. The strength of the University Visual Identity lies in the consistent use of our official blue colour. Blue represents knowledge, power, integrity, and innovation. 1. General Guidelines for the Use of the Logo Colour: The University logo should only be reproduced in three colours; The official colour is BLUE (Pantone 288) The University blue should be the dominant in all communications with BLACK or WHITE serving as secondary colours. RGB values for BAU blue on the PC are: R= 0 G= 75 B= 142 CMYK values for BAU blue on the PC are: C= 100 M= 80 Y= 6 K= 30 Step 1 Step 2 Step 3 14

15 COLOURS Do not change the colours of the logo, since no other logo colours are acceptable other than those mentioned above. The white logo need to be placed against a coloured background or a visible image. Academic and non-academic staff can download BAU logo from 15

16 COLOURS 2. Faculty Colours: One of the ways the University can create a sub-identity is to work within the specific colour palette for each faculty. To complement the BAU blue (Pantone 288), there is a palette of preferred faculty colours that have been selected, based on international standards, with minor modifications. This academic colours list serves as an important function for the BAU set of graduation regalia, and for use in graphic elements in designs such as backgrounds, graphic shapes and typography. Faculty of Arts Faculty of Law and Political Science Faculty of Business Administration Faculty of Architectural Engineering Faculty of Engineering You can use these colors in various degrees of opacity to get more tonalities. The consistent use of faculty colours provides a visual cue, which distinguishes the faculties from each other. Faculty of Science Faculty of Pharmacy Faculty of Medicine Faculty of Dentistry Faculty of Health Sciences 16

17 COLOURS 3. Colour Codes of Faculties: Faculty of Arts Pantone 200 RGB values for the Faculty colour on the PC are: R= 196 G= 30 B=58 Faculty of Science Pantone 604 RGB values for the Faculty colour on the PC are: R= 232 G= 221 B=33 Faculty of Law and Political Science Pantone 551 RGB values for the Faculty colour on the PC are: R= 163 G= 193 B=201 Faculty of Business Administration Pantone Cool Grey RGB values for the Faculty colour on the PC are: R= 165 G= 169 B=172 Faculty of Architectural Engineering Pantone Violet C RGB values for the Faculty colour on the PC are: R= 74 G= 80 B= 162 Faculty of Engineering Pantone 7412 RGB values for the Faculty colour on the PC are: R= 208 G= 124 B= 49 Faculty of Pharmacy Pantone 576 RGB values for the Faculty colour on the PC are: R= 96 G= 142 B= 58 Faculty of Medicine Pantone 562 RGB values for the Faculty colour on the PC are: R= 30 G= 122 B= 109 Faculty of Dentistry Pantone 521 RGB values for the Faculty colour on the PC are: R= 181 G= 140 B= 178 Faculty of Health Sciences Pantone 714 RGB values for the Faculty colour on the PC are: R= 249 G= 186 B=

18 TYPOGRAPHY Second Edition February

19 TYPOGRAPHY Typography The aim of choosing a specific typeface is to establish and reflect a strong visual image of Beirut Arab University, and promote a cohesive and professional look of all printed and web-produced communications. Five fonts are specified in the University Identity Guideline (detailed below), as they work well with the logo and evoke high quality and excellence. The consistent use of these typeface families establishes an image for the University that is instantly recognizable and increasingly memorable. 1. General Guidelines for the Use of Typography: Titles should be differentiated from the body with respect to the font type and size. Line spacing should be customized to be single-spaced. Text in the body should not be underlined unless it is hyperlink. Italics can be used to highlight a point or provide differentiation for quotes, names, etc. 2. Typefaces: English Language Times New Roman has been selected as the University s primary English typeface that should be used for brand level statements and body text. This font should to be used on all formal printed materials, for example, stationery and reports. Arial has been selected as the English typeface that should be used for electronic printed materials, for example, s and web produced communications. Calibri has been selected as the English typeface that should be used for PowerPoint presentations. 19

20 TYPOGRAPHY Arabic Language Traditional Arabic has been selected as the University s primary Arabic typeface that should be used on all formal printed materials. Simplified Arabic has been selected as the Arabic typeface that should be used for all printed electronic materials and PowerPoint presentations. Font Name Times New Roman Arial Traditional Arabic Simplified Arabic Calibri Samples Beirut Arab University Beirut Arab University جامعة بريوت العربية جامعة بيروت العربية Beirut Arab University 3. Readability: All mentioned font sizes should be used proportionally to an A4 Format. Font Size English Language: The recommended font size for the letterheads and BAU printed publications is 12 pt for the body and subtitles, and 14 pt for the headings (font size for brochures, flyers and booklets is based on their actual size). An electronic text should be written using font size 10 to 11 pt. Arabic Language: The recommended font size for the letterheads and BAU printed publications is 16 pt for the body and subtitles, and 18 pt for the headings. An electronic text should be written using font size 12 to 14 pt. 20

21 TYPOGRAPHY Letter Case Lowercase letters with their ascenders and descenders make it easy for the eye to process word formations. UPPERCASE letters have no variety or outline and therefore make it harder to read. Bold and Italic formatting are acceptable options, mainly for headings. 4. Text Alignment: The use of text-align property is very helpful in ensuring integrity, visibility, and consistency. It is recommended to be used as follows: English text must be aligned on the left-hand edge of the logotype Arabic text must be aligned on the right-hand edge of the letterhead upper line. Use justified text since it tends to look more formal. In case of tables: When the letter includes both tables and text, both must be aligned with the left-hand edge of the BAU wordmark and with the right-hand edge of the letterhead upperline. When the letter includes ONLY table without text, it must be aligned with the end of the logo shield and with the right-hand edge of the letterhead upperline. 21

22 STATIONERY Second Edition February

23 STATIONERY Stationery Stationery items play an important role in communicating a consistent image. Proper use of the brand identity elements and adherence to these guidelines will ensure harmony among all units and convey the desired visual identification. Stationery items include Letterhead Templates, Business Cards, Envelopes, Fax Cover Template, and Signature. All these components should be uniform in use of colour, fonts, paper, and layout. The design of stationary is limited to specific templates. These standards assist in maintaining the University Identity in public and help in resource savings in the design and production of stationery items. 1. General Guidelines for the Use of Stationery: Academic and non-academic staff should not create their own stationery. The position of elements (BAU Logo, Identifiers, Date, Subject, and University Addresses) shouldn t be adjusted. The Signature must appear below the body of all correspondence. Signature should be aligned on the left-hand side and begin after double spacing below the closing. Social media should appear as active links and not as images. 23

24 STATIONERY 2. Letterhead Templates: The letterhead template is the most widely used communication tool at the University. The consistent use of it demonstrates to recipients that each Faculty, Department, Office, and Center respects its affiliation and alignment with the University. Letterhead templates are available for all University entities, apart from the President s letterhead and Secretary General s letterhead, where special pre-printed stationery is used. The letterhead templates for specific Faculties, Departments, Offices, and Centers should be used as follows: Internal Use: Soft Copy External Use: Pre-printed Copy The typeface for the body text should be a black coloured font as follows (refer to pages 19-20) English Letters: Times New Roman at 12 pt. (Date at 11pt.) Arabic Letters: Traditional Arabic at 16 pt. (Date at 14pt.) A new concept for the letterheads pertaining to BAU centers will be introduced, taking into consideration the logo of each Center as a watermark, while keeping the use of the Logo for printed promotional items such as mugs, bags, hats, banners, etc.. (Refer to page 27). All internal communications should be printed on the official University Letterhead template and are available on 24

25 STATIONERY Letterhead Margins: Margins Top Right: 1.75 cm Top Left (vertical & horizontal): 1.75 cm Right Bottom: 1.75 cm Left Bottom: 3.5 cm 25

26 STATIONERY Template for English Version Letterhead: Template for Arabic Version Letterhead: 26

27 STATIONERY Templates for Letterhead of BAU Centers: 27

28 STATIONERY Templates for Landscape Layout: Paper Size: A3 (Landscape) Paper Size: A4 (Landscape) 28

29 STATIONERY 2. Signature: University correspondence is an extension of its Visual Identity. For a consistent and clear external presentation of our identity, it is necessary to use a standard Signature for academic and non-academic staff. The new Signature consists of the new variation form of logo and designed to be short, providing the most important contact information. Since many s are now read first on a mobile, the new version is created to be mobile-friendly, ensuring the professional look for the when sent from mobile devices. The Signature should have the following form: Name Title New Variation Logo Telephone Website Social Media Icons 29

30 STATIONERY 3. Fax Cover Template: 4. Other Printed Stationery Items: For Envelopes, Folders, Business Cards, and other Stationery, please request your needs from the Public Relations Department at the following after filling the needed PR Request Form. 30

31 POWERPOINT Second Edition February

32 POWERPOINT PowerPoint A PowerPoint presentation is designed to provide a consistent visual impression for all internal and external audiences. All PowerPoint presentation templates with the core components of the brand are available at 1. General Guidelines for the Use of PowerPoint: Use 6 by 6 formatting: No more than six bulleted items per page. Each bullet should have no more than six words in the statement (The less text on a slide, the better) Make your 1 st or 2 nd slide an outline of your presentation Make sure that fonts are consistent and large enough to be read from a distance. Be consistent and sparing in use of transitions and animations. Create graphics (such as tables and charts) appropriately. Use an effective and strong closing. 2. Font Sizes For English Presentations For titles, use Calibri at 42 pt. For sub titles, use Calibri at 36 pt. For content text, use Calibri at 28 pt pt. For Arabic Presentations For titles, use Simplified Arabic at 40 pt. For sub titles, use Simplified Arabic at 36 pt. For content text, use Simplified Arabic at 30 pt pt. 32

33 POWERPOINT 3. Presentations All presentations have a fixed front, detailed and back cover. The cover slide carries the University centered logo and includes Presentation Title, Presenter s Name, and Presenter s Title. The second slide includes Conference Title, Date (Day/Month/Year) and Place, Presentation Title, Presenter s Name, Presenter s Title, and Presentation Date. On the text slides, the University logo appears at the top of the slide with right alignment for English version and left alignment for Arabic version. Do and Don t Focus on one topic per slide Include only one or two images per slide Make labels on charts large enough to be read at a distance Make eye contact with the audience Don t put everything you present on the slides (use slides only as an aid) Don t use unnecessary text animation or sound effects (they can distract from your point) Don t click enter to add a new slide( Right click on the slide and duplicate the slide) Don t use acronyms unless all members of the audience are familiar with them. 33

34 POWERPOINT BAU General PowerPoint Presentation English Version 34

35 POWERPOINT Arabic Version: 35

36 POWERPOINT Faculties Presentation English Version (Available for the ten Faculties) Arabic Version (Available ONLY for the Faculty of Arts and the Faculty of Law and Political Science) 36

37 IMAGERY Second Edition February

38 IMAGERY Imagery Images are one of the key components in the creation of successful brand communications, and the most emotionally resonant component of the University visual style. They are just as important as words and colours, and have a vital role to play in many of the University publications. The University imagery should be vibrant, aspirational, and can get a message across quickly and effectively. It must communicate University creativity, reflect its spirit, and commit to global outreach. The choice of image in terms of its content, style, and mood depends on the impression you are trying to achieve and the message you wish to convey. 1. General Guidelines for the Use of Imagery: Images used should reflect the diversity of events, facilities, and activities at the University. Colours should be rich and deep with high quality and resolution. Emphasis should be on the event and should capture the moment. Do not use images that feel passive, lack a clear purpose, or have too much activity happening within the frame. Only add images that directly relate to the written content. Do not stretch images to fit as this can distort the image. Do not resize images multiple times as they become blurred or pixelated. When multiple images are used in a sequence, all images should have the same dimensions 38

39 IMAGERY 2. Image Style: People view and respond emotionally to images before they read text. Photography is a way to reflect who we are through our people, places, and experiences. There are also various aspects that you need to consider when selecting or creating photographs. For that, make sure to fulfil the University values and ethics in selecting your images: Integrity: Pick images more naturally through visual storytelling and draw from our people the truthfulness and fairness in all we do. Excellence: Strive for excellence in selecting the photos that tell the best side in people and locations, such as Lecture Rooms, Campuses, and Labs with their full equipment and professional outfits (gloves, gowns, eyeglasses, etc..). Diversity and Respect: Highlight three elements in images: diversity, culture, and individuality to promote the University s tolerance of differences and respect for the other. Accountability: Ensure photographs have a reason for being included and that they connect to the story you are telling. Social Responsibilities: Try to show the University contribution to the society s intellectual, cultural, and spiritual progress. Creativity: Seek to express creative ideas behind the scene, which may be grand, intimate, focused, or active. The point of view complements and enhances messages and content. 39

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41 IMAGERY 3. Image Archive: Our photo stream has hundreds of photographs, which you can use to enhance your communications and ensure good image quality (High-resolution images).ask the Public Relations Department for guidance on how and what to pick from the image archive, which you can find, on the internal network (Public) or by calling the Production Unit on Ext: