Graphic Standards Guide 2008 Version 2.0

Transcription

1 Graphic Standards Guide 2008 Version 2.0

2 Managing ULI s Institutional Brand In this manual, you will find guidelines, specifications, and formats for the application of the ULI graphic identity. It provides standards for the correct use of the ULI symbol and logotype in marketing materials, office documents, presentations, stationery, and digital media. These standards provide a strong and recognizable image for all ULI materials. In addition, they provide a structure for designs both in- and out-of-house so that all designed materials present a consistent and organized style. Included in these guidelines are specifications for use of typography and color, as well as examples of stylistic treatments. Your compliance with these guidelines is central to the success of the program and is greatly appreciated. Contents The materials in this reference quide will evolve as the new ULI identity system is implemented, and additional pages will be added as needs arise. The first edition includes information on the following topics: Section 1 Section 2 Section 3 Section 4 Section 5 Section 6 Section 7 Symbol and Logotype Modifying Identifiers Typography Color Communication Tools Publication Formats and Graphic Style Elements District Council Materials

3 Introduction 1.0 The ULI symbol and logotype are the most identifiable elements of the institutional brand. They are the cornerstone of the ULI graphic standards and are our most valuable assets in establishing a graphic identity for the organization. The logotype (the spelled-out name Urban Land Institute) has carefully defined spacing and custom-drawn letterforms. It should never be modified or retypeset. The new ULI symbol is based on the mark used by ULI since its founding in the 1930s. Drawing on the equity of the original mark, the design has been redrawn in subtle ways and graphically stylized to give it a new, revitalized feeling. The use of a new primary color plays an important role in updating the symbol. To ensure consistency throughout ULI s print and electronic publications, always use the official symbol and logotype. ULI Graphic Standards Symbol and Logotype 1.0

4 1.1a Primary forms of the artwork Whenever the ULI name appears in a display role (other than within a textual context), it must appear in the approved configuration as shown here. The logotype The ULI logotype is based on the typeface Helvetica Inserat, but subtle adjustments and unique alterations have been made. Therefore, the logotype should never be retypeset. This is the only approved artwork. The symbol The ULI symbol is generally to be used in conjunction with the logotype. The symbol may appear separately if it is within a broader context of the ULI identity. Outside the context of the identity program, such as advertising, it should not be used alone. It should not be used in such a way that it becomes part of a secondary logo. The symbol and logotype This combination of symbol and logotype is the preferred arrangement of the ULI ID elements. The ULI Foundation logotype The ULI Foundation uses it own logotype in combination with the ULI symbol. Unique artwork has been prepared for this use. Address format and textual context When the logotype is not included with the address, it should be added as text above the address as shown. Urban Land Institute 1025 Thomas Jefferson Street, N.W. Suite 500 West Washington, D.C ULI Graphic Standards Symbol and Logotype 1.1

5 1.2 Alternative forms of the artwork Unique situations requiring alternative forms of the ULI symbol and logotype may sometimes occur. The following alternative versions may be used with direction from the ULI art department. These files are not generally accessible and must be requested from ULI creative director, Betsy VanBuskirk, at or another member of the art department staff. Two-tone green with reversed logotype The two-tone green version of the symbol may be combined with a reversed logotype on dark backgrounds. Two-tone black For use when printing in black ink only. All two-tone versions of the artwork require that the reproduction process being used be capable of reproducing tonal values. Two-tone gray This version may be used when a more subtle contrast is required. Two-tone reverse This reversed version of the artwork may be used on dark backgrounds. ULI Graphic Standards Symbol and Logotype 1.2

6 1.3 One-tone versions for limited use Simplified one-tone versions of the artwork have been prepared for use in reproduction processes, such as stamping and embroidery, that cannot reproduce tonal values. These versions should never be used in applications that are capable of reproducing the two-tone artwork. This artwork may be used ONLY with the permission of the ULI art department. Green 377 Gray 429 Black Reversed ULI Graphic Standards Symbol and Logotype 1.3

7 1.4 Incorrect uses of the symbol and logotype Whenever the ULI symbol and logotype appear, they must be used in the approved symbol/logotype configuration. Do not alter the ULI symbol/logotype artwork in any way. Never reconfigure the arrangement of the logotype or the size relationship between the symbol and the logotype. Never apply any graphic treatment or stylization to the existing artwork. Never retypeset the logotype or use the logotype is the wrong typeface. Urban Land Institute Urban Land Institute Never change the color of the logotype. Never reconfigure the relationship between the symbol and the logotype. ULI Graphic Standards Symbol and Logotype 1.4

8 1.5 File formats Various applications often require specific file formats for artwork. The choice of file format usually depends on the reproduction process being used or the environment in which the artwork is viewed. The ULI symbol and logotype configuration has been produced in a variety of file formats to address these needs. To download files, go to Sharepoint. Do not distribute these files to anyone not connected with ULI or marketing a ULI program. Master vector files in spot colors green 377 and gray 429 Vector files use geometry (points, lines, curves, and shapes or polygons, which are all based on mathematical equations) to define forms. (Typefaces are drawn as vector graphics.) These files can be enlarged and reduced without losing quality. Vector files can be used to produce other kinds of file formats. A master set of vector files has been produced in two colors, green 377 and gray 429. These masters have been saved as Adobe Illustrator EPS (encapsulated PostScript) files. Use these files when printing using spot colors. Master vector files in process colors CMYK cyan, magenta, yellow, and black A master set of vector files has also been produced using process colors (CMYK cyan, magenta, yellow, and black) to simulate green 377 and gray 429. These masters have been saved as Adobe Illustrator EPS files. Use these files when printing in process colors. JPEG JPEG is a commonly used method of compression for photographic images. JPEG stands for Joint Photographic Experts Group, the name of the committee that created the standard. JPEGs are rastor files (as opposed to vector files). Rastor files use pixels to define the form of graphics. These files cannot be enlarged without losing quality. A master set of JPEG files has been produced in RGB (red, green, and blue) to simulate green 377 and gray 429. Use these files for on-screen applications. Three different sizes have been made available. TIFF TIFF stands for Tag Image File Format. TIFFs are rastor files like JPEGs and therefore cannot be greatly enlarged without losing image quality. TIFFs are generally the preferred file format for print media. A master set of TIFF files has been produced in CMYK (cyan, magenta, yellow, and black) to simulate green 377 and gray 429. Use these files for print applications. Three different resolutions have been made available. BMP and PNG The BMP file format, sometimes called bitmap or DIB file format (for device-independent bitmap), is an image file format used to store bitmap digital images, especially on Microsoft Windows. Portable Network Graphics (PNG) is a bitmapped image format that employs lossless data compression. PNG was created to improve and replace the GIF format. Both formats are rastor files and cannot be enlarged without loosing quality. Use these files when placing artwork in Microsoft products such as Word and PowerPoint. ULI Graphic Standards Symbol and Logotype 1.5