Discovery & Innovation in the Life Sciences BOYCE THOMPSON INSTITUTE

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1 VISUAL IDENTITY GUIDE V1.2/

2 VISUAL IDENTITY GUIDELINES 3 logo 6 colors 8 typefaces 9 photography 10 in print 11 institutional resources 2

3 logomark LOGO The Boyce Thompson Institute logo is often the first representation of our organization, our people, and our brand. To maintain the value of this corporate asset, it must only be used in consistent and approved forms. logotype tagline logo The BTI logo consists of a logomark, logotype and a tagline. The complete logo, or just the logomark should appear prominently in all communication materials. To accommodate the technical needs of various media, there are versions for use in print and digital applications. In most applications, the logotype should be placed centered below the logomark and tagline, with some exceptions for digital applications. In all applications, the logo should be reproduced at a size that maintains the integrity of the logomark. The minimum size for the logomark used alone in most applications is 1/2-inch tall. The minimum size for using the complete logo in most applications is 1 inch tall (with logotext and tagline to stay in proportion -- and tagline font size to not fall below 8pt.) In addition, to ensure legibility, there must a standard clear space surrounding the mark of 1/4 the size of the entire logo, to make it stand apart from other elements. Please do not attempt to recreate art for the BTI logomark or logotype under any circumstance. 3

4 MINIMUM SIZE 1 in. smallest possible size for complete logo (exception: business card) Note: font size on tagline not to fall below 8 pt. 0.5 in. smallest possible size for logomark (exception: business card) LOGO CLEAR SPACE 1/4 size of logo = minimum clear space for other elements 4

5 MISUSE no tagline do not change typeface no dropshadow do not stretch or shrink disproportionately no outline never use logo as part of text Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae 5

6 PRIMARY COLOR PALLETTE Pantone Black 7 Color Bridge Coated RGB HEX/HTML #3d3935 CMYK Pantone 575 CP Color Bridge Coated RGB HEX/HTML #67823A CMYK Pantone 7697 CP Solid Coated RGB HEX/HTML #4E87A0 CMYK

7 ONE COLOR USAGE In specific instances, the BTI logo may be used in one color. Applications can include: Black, with 50% tint to create grey tones; all black or all white. 7

8 TYPEFACES The BTI logomark is a custom built font, and should not be replicated. Tagline and Logotype are Lato and Lato Bold. Lato is a Google webfont, and can be downloaded here: All weights of Lato are acceptable for use in BTI Communications materials, with a general understanding that there are some best practices for combining font weights and styles. These include: Establish Visual Hierarchy Aim to visually separate different textual elements like headlines, sub-headlines, body copy, and captions. Size, boldness and spacing all contribute to how the eye should navigate the page and what text should attract attention first. Consider Context Where is your text is going to be displayed will help dictate font usage. The text should be easily readable at the size it is going to be displayed, with legibility being the highest most goal for your visual designs. Create Contrast Contrast can be achieved in a number of ways, including through style, size, weight, spacing, and color, among others. When utilizing fonts from one family, such as Lato, plan carefully to create contrast, varying things like font size, weight (such as light, regular, and bold), and case (upper, lower, small caps). Thin 100 Light 300 Normal 400 To advance and communicate scientific knowledge in plant biology to improve Bold 700 To advance and communicate scientific knowledge in plant biology to improve Ultra-Bold 900 To advance and communicate scientific knowledge in plant biology to improve Thin 100 Italic Light 300 Italic Normal 400 Italic Bold 700 Italic Ultra-Bold 900 Italic 8

9 PHOTOGRAPHY When possible, please utilize BTI photographic libraries and/or professional photography for print and digital communications. Maintaining a high visual standard only furthers the BTI brand of excellence and innovation. All photographs used for print communication should be 300 dpi at actual print size. All photographs used for web and digital communications should be 72 dpi at actual size. Any use not meeting these standards can cause image distortion. correct dpi for usage incorrect dpi for usage 9

10 The BTI Logo must be used on any external institutional materials. USE OF LOGO IN PRINT The complete logo, including tagline and logotype must be used somewhere on every document. ie. If a design calls for only the use of the logomark on the cover, the back cover must include a complete logo lockup. Any print use of the logo must adhere to the recommended colors, sizes, and font usage. Logo must be prominent, and used in a way that reflects its importance in the hierarchy of the materials. Logo may be used on a background, only if the text is completely legible. If logo cannot be successfully placed on background, the logo may be placed on a bar of solid color, in either all white, or all black. CELEBRATING 90 YEARS OF PLANT SCIENCE FROM CELLULAR TO GLOBAL PLANTS CONNECT US the campaign for the Boyce Thompson Institute PROUDLY PRESENTS THE PHOTOGRAPHY OF NANCY RIDENOUR FOR PLANT RESEARCH 533 TOWER ROAD, CORNELL CAMPUS, ITHACA NY CONTACT BTI_COMM@CORNELL.EDU OR ALL PHOTOGRAPHS NANCY RIDENOUR LOTUS STUDIOS 10

11 USE OF LOGO ON INSTITUTIONAL PRINT & DIGITAL COMMUNICATIONS BTI Communications has developed standard letterhead, business cards and powerpoint templates utilizing the new tagline and logomark lockup. Institution staff and faculty are expected to use these developed materials. Downloads are available by visiting our brand and graphics resource page: JOSHUA M. CLARK DEVELOPMENT ASSISTANT / BTI.CORNELL.EDU W / F WELCOME TO OUR PRESENTATION PIONEERING PLANT SCIENCE SINCE TOWER ROAD, ITHACA, NEW YORK