DESIGN GUIDELINES. Davis Technical College. DAVIS TECHNICAL COLLEGE 550 East 300 South Kaysville, UT Phone: Web: davistech.
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1 DESIGN GUIDELINES Davis Technical College DAVIS TECHNICAL COLLEGE 550 East 300 South Kaysville, UT Phone: Web: davistech.edu
2 About this brand This identity guideline is a tool designed to project the image, values, and mission behind the DAVIS TECHNICAL COLLEGE brand. It is the cornerstone of all communication efforts and must be followed carefully to ensure a consistent style and quality of presentation. You never get a second chance to make a first impression. - Andrew Grant, Even -
3 THE LOGO DESIGN 4
4 01 Our logo is the touchstone of our brand and one of the most valuable assets. We must ensure its proper usage. 1. The logo and its usage / 2. Black, white and gray scale / 3. Logo construction + clearspace / 4. Mininum logo sites and incorrect uses
5 Logo Standard VERTICAL Version The logo and usage The DAVIS TECHNICAL COLLEGE logo combines three elements: the DAVISTECH logotype,the logotype DAVIS TECHNICAL COLLEGE and the icon as a graphical element. These elements should never be changed without the approval of the Marketing Department. Position, size, and color, along with the spatial and proportional relationships of the DAVIS TECHNICAL COLLEGE logo elements, are predetermined and should not be altered. There is a horizontal and a vertical version of the logo. Used consistently, they will reinforce public a wareness of the college. The logomark The logotype Full Name LOGO - STANDARD VERSION FOR DARK BACKGROUND The college logo is presented through the use of colors, shapes and typography. On a light background the colors are Pantone 1807C Red and black.
6 Logo HORIZONTAL Version Black and White The logotype and the symbol must be clearly distinguishable from the background color. You must honor the Davis Technical Logo color palette when possible, using black or white if necessary. LOGO - HORIZONTAL VERSION FOR DARK BACKGROUND 100% Black 100% white (reverse) 7
7 Logo construction + clearspace FULL LOGO AND LOGO MARK The Davis Technical College logo requires separation from the other elements around it. The space required on all sides is roughly equivalent to the height of the letters in the logotype. The logo must always fit into the clearspace area and can not be intervened by other graphical elements which could hinder legibility of the brand. Whenever you use the logo, it should be surrounded with clearspace to ensure its visibility. Please note that text or pictorial figures which have strong impact or impression should not be placed near the logos even though you keep the isolation area blank. Clearspace is also needed around the logomark if used independently.
8 MINIMUM LOGO SIZES RECOMMENDED LOGO SIZES Recommended Smallest Mark Size 2.5 cm 1 cm There are no predeterminded sizes for the Davis Technical College logo. Scale and proportion should be determined by the available space, function and visibility. In print, the logo minimum size is 2.5 cm wide, for the mark it is 1 cm wide. Also, keep in mind Bigger is not always better. Do not fill a page with the logo. The red icon shows up extremely well on a page and does not need to fill it. Recommended Cover Page Size 6 cm Recommended Letterhead Size 4 cm Recommended Smallest Page Size 2.5 cm LOGO INCORRECT USES/STYLES Please note: The logo cannot be changed. Although creativity is appreciated please do not alter the logo in anyway! DON T rotate the logo DON T add a drop shadow DON T rearrange elements DON T distort the logo Don t use different colors DON T outline the logo DON T add gradients DON T use it over a photo 9
9 The typography 10
10 Primary font DIN DIN font will be used in marketing materials, instructional design materials for consistency in branding. It can be used in headers, subheads and/or paragraph text. Helvetica or Arial can be substituted if this font is not available. DIN REGULAR ITALIC MEDIUM MEDIUM ITALIC BOLD BOLD ITALIC Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! $%&/()=?;,.:-_ 12
11 Secondary Fonts Helvetica (Arial can be substituted) LIGHT LIGHT ITALIC REGULAR REGULAR ITALIC BOLD BOLD ITALIC Body Copy Cambria Since DIN is costly to implement throughout all computers, Helvetica or Arial can be substituted. These can be used in headers, subheads and/or paragraph text. If a document is mainly text, Cambria should be used for body copy. This font contains serifs which make the letters easier to read which becomes important in documents with a lot of text. Specimens ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! $%&/()=?;,.:-_
12 The color system 14
13 The logo color palette PRIMARY COLOR RED PANTONE 1807 (choice for icon) COLOR CODES Pantone 1807C 10C/93M/71Y/23K 179R/40G/57B #B % USE OF COLOR FOR THE PRINTED & DIGITAL LOGO. The following palette has been selected for use in Davis Technical College communcations. Lighter tints of these colors are also allowed (except the red since it would be pink). A comprehensive color palette has been developed to provide flexibility while creating a unified, recognizable appearance across all communications. PRIMARY COLOR BLACK (choice for icon) 80% 60% 30% COLOR CODES Black 0C/0M/0Y/100K 0R/0G/0B # % 16
14 100% 100% SECONDARY COLOR STEEL BLUE 80% SECONDARY COLOR CREAM 80% COLOR CODES 37C/9M/17Y/0K 166R/203G/209B #A6CBD1 60% 40% COLOR CODES 8C/8M/23Y/0K 232R/223G/183B #E8DFB7 60% 40% SECONDARY COLOR TURQUOISE BLUE COLOR CODES 85C/44M/44Y/10K 24R/97G/109B #18616D 20% 100% 80% 60% 40% SECONDARY COLOR ORANGE COLOR CODES 14C/49M/100Y/0K 205R/126G/32B #CD7E20 20% 100% 80% 60% 40% Secondary color palette The palette allows the addition of secondary colors to enrich the Davis Technical College visual identity as a whole. Lighter tints of these colors are also allowed. 20% 20% CMYK is used for four-color process. RGB and hex code are used for screen purposes. SECONDARY COLOR OLIVE GREEN 100% 80% These colors are complementary to our official colors, but are not recognizable identifiers for our company. Use the darker colors sparingly. COLOR CODES 26C/15M/55Y/10K 184R/184G/117B #B8B875 60% 40% 20% 17
15 DAVIS TECHNICAL COLLEGE 550 East 300 South Kaysville, UT Phone: Web: davistech.edu
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