GRAPHIC STANDARD GUIDELINES

Transcription

1 GRAPHIC STANDARD GUIDELINES

2 Plattsburgh State University of New York Table of Contents Welcome Logo Treatment Color Palette Fonts Font Usage Graphic Elements Photography Paper Stock Collateral

3 Plattsburgh State University of New York Welcome 1 Welcome! The following Graphic Standard Guidelines are a comprehensive resource for anyone designing, printing or producing communication materials for Plattsburgh State University of New York. With your assistance, we can ensure that all communication from our institution is integrated and consistent making each individual component, and our marketing efforts as a whole, stronger and more effective. In the fall of 2002, the following graphic standards were established as part of a complete re-branding of our institution including an updated logo, new typefaces and colors, and a new, modern personality for the brand. [Logo files are found on the CD included in these guidelines.] From the smallest newspaper ad to the largest collateral piece to the Web site, all Plattsburgh State University of New York communication materials must follow these standards. Thank you for your help. If you have any questions, please contact the Office of Marketing and Publications by phone at

4 Plattsburgh State University of New York Logo Treatment 2 Plattsburgh State University of New York Logo Treatment Consistent adherence to logo standards is vital in establishing Plattsburgh State University of New York s identity. Detailed instructions are included for using the Plattsburgh State logo in collateral materials, print ads, letterhead, PowerPoint presentations and Web applications. Basic Logo Rules 1. Don t reconstruct the logo or any of its elements. 2. Don t alter the proportions of the logo. Each element has been precisely arranged and is to be kept to the same size and proportion. 3. Any clear space surrounding the logo must be kept in proportion to the information and area surrounding it. There should be a minimum of 1/8 around the logo. 4. Never use the logo in text. In text, use the words Plattsburgh State University of New York or Plattsburgh State in all references. General Logo Information The logo should print in either black, PMS 186 Red, PMS Cool Grey 8, or as 45% Black. The logo can also be reversed. The logo is provided in black only for one-color applications. A smaller version of the logo also has been provided for use in smaller applications.

5 Plattsburgh State University of New York Logo Treatment 3 The Plattsburgh State logo has been created in a variety of colors for use on different color backgrounds. The logo can also be used in white if placed on any of the darker colors from the color palette. Standard Logo One-Color Usage PMS 186 Red File name: PSU_PMS186.eps Pantone Cool Grey 8 File name: PSU_CoolGrey8.eps Black-Only Usage Color: Black File name: PSU_Blk.eps Color: 45% Black File name: PSU_Blk_45percent.eps Reverse Usage Color: White File name: PSU_Wht.eps

6 Plattsburgh State University of New York Logo Treatment 4 For increased legibility, a simplified version of the logo has been created for occasions when the logo will be used at less than 1 wide. This version of the logo does not include the State University of New York text. Simplified Logo One-Color Usage PMS 186 Red File name: PSU_PMS186_Under1in.eps Pantone Cool Grey 8 File name: PSU_CoolGrey8_Under1in.eps Black-Only Usage Color: Black File name: PSU_Blk_Under1in.eps Color: 45% Black File name: PSU_Blk_45percent_Under1in.eps Reverse Usage Color: White File name: PSU_Wht_Under1in.eps

7 Plattsburgh State University of New York Logo Treatment 5 Use the Black logo for the following colors: PMS 578 PMS 7458 PMS 5807 For occasions when the Plattsburgh State logo needs to print over a color, please follow these guidelines depending on the color you choose from the color palette. Pantone Cool Grey 8, 45% Black and PMS 186 versions of the logo should only print on a white background. PMS 107 Use the White logo for the following colors: PMS 7518 PMS 7448 PMS 144 PMS 186 PMS 360 The following logos should only be used on a white background: Pantone Cool Grey 8 PMS 186

8 Plattsburgh State University of New York Color Palette 6 A range of strong, compelling colors have been selected for the Plattsburgh State University of New York color palette. These are the only acceptable colors for all printed material, with the exception of the alumni magazine. All colors within the Plattsburgh State palette may be used as screens at the discretion of the designer. PRIMARY PALETTE Primary Palette May be used at the discretion of the designer. Secondary Palette Should be used as accents only (i.e. small design elements). These colors should never dominate visually in any circumstance. PMS 578 PMS 7518 PMS 7458 PMS 7448 PMS 5807 SECONDARY PALETTE PMS 186 PMS 144 PMS 107 PMS 360 Pantone Cool Grey 8 Logo use only

9 Plattsburgh State University of New York Color Palette 7 PRIMARY PALETTE PMS vs. CMYK Depending on your printer s requirements, you will either need to use the PMS or CMYK version of the color. The recommended CMYK breakdowns are listed with the coordinating PMS color. PMS 578 PMS 7518 PMS 7458 PMS 7448 PMS 5807 CMYK C15, M0, Y30, K3 CMYK C0, M40, Y55, K60 CMYK C30, M0, Y3, K10 CMYK C67, M76, Y0, K33 CMYK C5, M0, Y20, K3 SECONDARY PALETTE PMS 186 CMYK C0, M91, Y76, K6 PMS 144 CMYK C0, M50, Y100, K0 PMS 107 CMYK C0, M3, Y100, K0 PMS 360 CMYK C60, M0, Y100, K0 Pantone Cool Grey 8 CMYK C0, M0, Y0, K45 Logo use only

10 Plattsburgh State University of New York Fonts 8 Avenir Family Avenir Light Avenir Light Oblique Avenir Book Avenir Book Oblique Fonts Plattsburgh State has obtained a site license for the following fonts. To obtain these fonts, please contact the Director of Marketing and Publications at These are the only acceptable fonts for use on College collateral materials. Internal Font Use When creating internal memos, proposals, letters or news releases, please use the font Stone Serif for body copy only. Avenir When designing print collateral, Avenir is generally used for body copy, call outs and headlines. See samples on pages 12 and 13 of these guidelines. Avenir Roman

11 Plattsburgh State University of New York Fonts 9 Avenir Family (continued) Avenir Medium Avenir Heavy Avenir Black

12 Plattsburgh State University of New York Fonts 10 Univers Family Univers 55 Univers When designing print collateral, Univers is generally used for section heads. See samples on pages 12 and 13 of these guidelines. Univers 65 Bold Univers 75 Black abcdefghijklmnopqrstuvwxyz

13 Plattsburgh State University of New York Fonts 11 Stone Serif Family Stone Serif Stone Serif Italic Stone Serif Semi Bold Internal Font Use When creating internal memos, proposals, letters or news releases, please use the font Stone Serif for body copy only. Stone Serif When designing print collateral, Stone Serif is generally used for copy-heavy pieces such as course catalogs or schedules. Stone Serif Semi Bold Italic Stone Serif Bold Stone Serif Bold Italic

14 Plattsburgh State University of New York Font Usage 12 Font Usage The samples shown here and on the following page illustrate font, color and photography usage. The samples also illustrate general graphic standards which can be applied to virtually any materials yet to be designed. Section Heads (Univers Black) Body Copy (Avenir Book) Sub Heads (Avenir Black) Call Outs, Bullet Heads and Bullets (Avenir Book)

15 Plattsburgh State University of New York Font Usage 13 Section Heads (Univers Black) Call Outs, Bullet Heads and Bullets (Avenir Book) Sub Heads (Avenir Black) Body Copy (Avenir Book)

16 Plattsburgh State University of New York Graphic Elements 14 The graphic elements shown at the left are used to accent and highlight photography or copy. The proportion of these elements should always remain the same, regardless of how much they are enlarged or reduced. Samples of these graphic elements are included on the disc provided. You may use these samples to build the graphics you need. NOTCHED BOX The notch measures.25. BRACKETS The size of the brackets may vary, but should always be the same proportion. The space between the brackets may also vary. The brackets should always be one of the colors from the secondary color palette or white. BOXES The boxes are used as an accent in the opposite corners of some notched boxes. ARROWS The arrows are used to accent the beginning of a paragraph, a list of items or a page layout.

17 Plattsburgh State University of New York Photography 15 We recommend using photography that exemplifies the Plattsburgh State brand Stand Out. To create visual interest, make use of unconventional cropping, silhouettes, and unique perspectives. Photography Library An extensive library of photography has been assembled by Plattsburgh State University. This library includes a variety of subject matter, all suited for use when designing collateral for Plattsburgh State. Images are available in either slide or digital format. The digital images are color corrected and silhouetted, where applicable. To request specific images, please contact the Office of Institutional Advancement at

18 Plattsburgh State University of New York Paper Stock 16 The following are recommended paper stocks for all Plattsburgh State pieces. Consistency in paper stock is recommended to maintain high printing quality. Collateral Materials Potlatch Vintage Velvet, Coated 100# text 100# cover Stationery Letterhead 24# Royal Bond, White (Light Cockle) Business Card 80C Royal Bond, White (Smooth) Envelope Standard #10, White

19 Plattsburgh State University of New York Collateral 17 Poster The following pages contain a brief sampling of some of the collateral pieces developed for Plattsburgh State. These pieces were designed based on the Plattsburgh State brand Stand Out. Viewbook cover and sample spread

20 Plattsburgh State University of New York Collateral 18 Campus Life cover and sample spread Recruitment postcard Travel brochure cover and inside spread