Graphic Standards Manual

Transcription

1 Graphic Standards Manual Guide for using the West Virginia Wesleyan College graphic identity

2 This manual outlines the proper uses for the new logo and wordmark and should serve as a guide as you help us present the College. While it is impossible to identify every situation that requires use of the graphic identity, this manual provides clear rules for typical use. Logo and Wordmark... 3 Acceptable Logo Variations... 4 Minimum Size... 5 Protected Area... 5 Improper Usage... 6 Color... 7 Acceptable Color Variations... 8 School, Department, Group Logos...9 Typography Stationery Guidelines Samples of Usage Social Media Usage...18 Ancillary Graphics Retail Store Guidelines...20 Athletic Logo Usage...21 Athletic Samples of Usage...24

3 College Logo Wesleyan s primary signature is composed of the wordmark Wesleyan, a customized W and the mountains. The wordmark Wesleyan is set in Trajan Bold type and is a customized arrangement of letters. No substitute may be used for this wordmark. The W and mountains are also customized for Wesleyan. No substitute may be used for this. Do not attempt to recreate the logo. The logo may not be altered in any way and should always be used in the proportion and configuration shown in this manual. The development and use of any other logo for Wesleyan is prohibited. There should be no more logos developed to represent the College or College activities without direct approval by the President s Cabinet. WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 3

4 Acceptable College Logo Variations LOGO VERSION (Athletics only) WESLEYAN VERSION WEST VIRGINIA WESLEYAN VERSION WEST VIRGINIA WESLEYAN COLLEGE VERSION WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 4

5 Minimum Size The logo has been created for maximum readability and clarity. The minimum acceptable size of each component is shown below. Please do not attempt to recreate or adjust the size or configuration of any logo component..75" Protected Area The protected area ensures that the logo is always readable. The purpose is to prevent other graphic images or words from getting too close to our signature. No other type or images should appear in the space indicated. = Wprotected area height of W WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 5

6 Improper Usage for the College Logo The logo was designed especially for Wesleyan. Please do not attempt to recreate any components of the design or alter the position or configuration of the elements in relation to one another. 1. NO SIZE VARIATIONS. Never alter the size relationship of the logo from its original format. 2. NO COLOR VARIATIONS It is unacceptable to change the color of the logotype or logo. 3. NO REARRANGING OF ELEMENTS Do not try to rearrange the configuration of the logo. 4. NO OTHER TYPEFACES The typeface of Wesleyan should not be altered. WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 6

7 Color Color plays a critical role in ensuring the overall impact of the Wesleyan identity. The college and athletic logo are to appear in a combination of orange, gray and black. If necessary, the logo may be reversed. If printing the logo via four-color process or using it on the web, use the color selections detailed below to match the Wesleyan orange, gray and black. ORANGE PMS color process: C:0, M:84, Y:100, K:0 Hexadecimal: f05123 PMS ORANGE (PMS 1655) GRAY (PMS 430) BLACK 4-COLOR PROCESS GRAY PMS color process: C:5, M:0, Y:0, K:45 Hexadecimal: 949ca1 ORANGE GRAY BLACK Cyan 0% Cyan 5% Cyan 40% Magenta 84% Magenta 0% Magenta 40% Yellow 100% Yellow 0% Yellow 40% Black 0% Black 45% Black 100% BLACK Black 4-color process: C:40, M:40, Y:40, K:100 Hexadecimal: HEXADECIMAL (FOR WEB) If the colors are to appear on the Web, use the hexadecimal values detailed below to match as closely as possible the Wesleyan orange, gray and black. ORANGE GRAY BLACK f ca RGB CONVERSION ORANGE GRAY BLACK R 249 R 140 R 0 B 86 G 143 G 0 B 2 B 145 B 0 WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 7

8 Acceptable College Color Variations TWO COLORS ONE COLOR REVERSE - ONE COLOR WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 8

9 Logos for Schools, Departments, or Groups In order for West Virginia Wesleyan College to ensure brand continuity, any logo creation from an academic school, department, or group must adhere to the following examples of usage. These examples can be translated into door decals, letterhead, envelopes, and any promotional materials ordered. *Any combination of the three primary colors (PMS 1655, PMS 430, and black) are acceptable for usage in school, department, and group logos, but please remember that additional colors incur additional cost. School of Business *Note: The West Virginia Wesleyan logo should accompany only materials from the Office of Admissions. Office of Admissions School of Social & Behavioral Sciences *Line 1: 100% Line 2+: 124% of Line 1 Line 2+ Leading: 89% size of Line 2 WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 9

10 Primary Typography Fonts and typography play an important role in Wesleyan s identity. Along with managing the correct usage of the school s official colors and logos, the fonts we use help us make sure that all of our materials print, online, video, internal, etc. all speak with a strong, unified voice. The typefaces used in Wesleyan s communications are separated into two categories: primary and alternate. The primary typefaces are used in all of our official materials including marketing, recruitment, websites and any official documents sent to potential students, alumni, board members and the community. Alternate typefaces are similar to but not the same as the primary choices; these alternates are used for day-to-day communications, materials that are only being used on campus and short-run items that are created within the departments / offices which are not being professionally printed / designed. Trajan Family This font is the main West Virginia Wesleyan College typeface. It is traditional, stable and comfortable; it is symbolic of our home among the hills. It is used in the college and school logos, headlines and callouts. DO NOT: use bold or italic with Trajan Pro; keep the colors of this text to either black, orange, gray or white. Also avoid mixing Trajan Pro with Goudy they are very similar and lack strong contrast when set at identical sizes. Trajan ABCDEFGHIJKLMNOPQRSTUVWXYZ Trajan Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ Goudy Oldstyle Family This is a simple, multipurpose font that can be easily read while adding contrast to Avenir yet maintaining the traditionalism of Trajan Pro. Similar to Avenir, Goudy can be used as body copy, headlines, subheads, and captions in print materials. Although it works well within books and printed materials, it should not be used for online delivery (websites, s, etc.) as it can be challenging to read on screens. DO NOT: rely on Goudy for large headlines or small text. Although versatile, it is not as clean and organized as Avenir for big headlines and at small sizes (10pt and below), Avenir will appear to be more open and easier to read. If using Goudy for full layouts, look for opportunities to combine it with Avenir to build contrast within the design. Goudy Oldstyle Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Goudy Oldstyle Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Goudy Oldstyle Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Goudy Oldstyle Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Family Avenir is a clean, contemporary typeface that contrasts Trajan Pro while maintaining balance and clarity. This font is easily read in print and on screen. It can be used as body copy, headlines, subheads, sidebars, infographics and captions in print and online materials. It should also be used for key information (job titles, addresses, etc.) on communications materials such as business cards. Avenir can work well at both large and small sizes and it should be used whenever information or data needs to be clear. DO NOT: set full paragraphs in Light, Heavy or Black Avenir Light should be used only for callouts or short marketing words / phrases; Avenir Heavy can be used to emphasize words within paragraphs; Avenir Black is not to be used for creating bold text in paragraphs and should only be used for headings, callouts and to add contrast in marketing words / phrases Avenir Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Light Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Avenir Book Oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 10

11 Secondary Typography Alternate typefaces are ONLY used when the primary options are not available. If your materials are being professionally printed or designed, work with the Brand Manager to make sure the primary typefaces are being used. Trajan Family There are no alternates for Trajan Pro. If the design has headlines or callouts, substitute Avenir / Goudy or Roboto / Georgia. DO NOT: replace Trajan Pro with a different typeface within logos or official signage. Roboto (Alternate for Avenir) Roboto is similar to Avenir in its structure and versatility. View and download Roboto here: wvwc-roboto VARIANTS: Light, Light Italic, Regular, Regular Italic, Bold, Bold Italic, Black, Black Italic Georgia (Alternate for Goudy Old Style) This typeface is traditional but versatile. Georgia can work in both print and digital delivery at a variety of sizes. Similar to Goudy Old Style, combine Georgia with Roboto to add visual contrast. Georgia will be available on your computer. VARIANTS: Regular, Italic, Bold, Bold Italic WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 11

12 Stationery Guidelines Stationery is the most common and most visible use of the graphic identity. Stationery includes letterhead, envelopes, mailing labels and business cards. To ensure consistency across all forms of stationery, the following pages show examples of approved letterhead, envelopes, business cards and mailing labels. GENERAL STATIONERY GUIDELINES 1. The recommended stationery typing format is shown on the following page. We strongly encourage everyone to follow this style for consistency. 2. The recommended typeface for body copy on stationery and letterhead is Goudy Oldstyle or Times New Roman. The point size range (height of the letters) for the typeface is pt. 3. The recommended paper stock is as follows: LETTERHEAD AND ENVELOPES: Strathmore Recycled Bright White, 24 lb. writing, wove BUSINESS CARDS: Strathmore Recycled Bright White, 80 lb. cover, wove Do not attempt to create your own stationery from the examples shown in this guide. The examples on the following pages should be used as guidelines for creating all business cards, envelopes, letterhead and labels. The files can be obtained from the Office of Publications. WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 12

13 Date Name Title Company Street Address City, State Zip Dear Colleagues, There are many styles of typing formats. This example illustrates the preferred typing style for all communications on the College s stationery. The recommended typeface for body copy on stationery and letterhead is Goudy Oldstyle or Times New Roman. The point size range for the typeface is pt. The left margin should line up 1 from the left edge of the page, and the right margin should not extend past 1 from the right edge of the page. When a letter is longer than one page, use plain white matching stock for the second page. Remember, correspondence portrays the image of the College. How your letters look often say as much about the College as the words on the page. Sincerely, Name Title 59 College Avenue Buckhannon, WV (304)

14 College Letterhead LOGO SIZE Logo width should be 1.65" (not shown actual size) **VARIATIONS The College logo may be replaced with specific school or office logos as needed. All measurements and positioning stays the same. LOGO POSITION Logo is positioned.5" from the top of the page LETTERHEAD 8.5" x 11" (not shown actual size) 59 College Avenue Buckhannon, WV (304) STREET ADDRESS Goudy Oldstyle Point size: 8 pt. (not shown actual size) WEB ADDRESS Avenir Black Point size: 7.5 pt. (not shown actual size) WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 14

15 Number 10 Envelope, Business Card and Mailing Label LOGO SIZE Logo width should be 1" NUMBER 10 ENVELOPE 9.5" x 4.125" (shown at actual size) LOGO POSITION Logo is positioned.28" from the top and left edge of the envelope 59 College Avenue Buckhannon, WV College Avenue Buckhannon, WV MAILING LABEL 6" x 4" (shown at actual size) ADDRESS Font: Goudy Oldstyle or Times New Roman The address is positioned 1.75" from the top and 2.35" from the left edge of the label John A. Doe 123 Main Street Anywhere, USA BUSINESS CARD 3.5" x 2" (shown at actual size) JANE SMITH Title 59 College Avenue Room 281 Buckhannon, WV (P) (M) jsmith@wvw.edu WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 15

16 Samples of Usage Admissions SIGNATURE JANE SMITH Title (P) WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 16

17 Additional Samples of Usage PUBLICATION COVERS Front covers of publications must display the full name of the College (West Virginia Wesleyan College). If the Wesleyan logo is used, the full name must appear somewhere else on the front cover. The Wesleyan logo must only be used if the College s name appears in its entirety. *The Office of Admissions will use the West Virginia Wesleyan logo, and the Office of Alumni Relations and Office of Advnancement will use the West Virginia Wesleyan College logo when pushing publications to the general public. West Virginia Wesleyan College Honor Roll of Donors Honor Roll of Donors RESEARCH POSTER PRESENTATIONS The full West Virginia Wesleyan College logo must appear in aspect ratio at the top left corner of the poster alongside the research project title (Trajan Pro). Research Title Here *Please note that the minimum size of the logo must have a width that is no less than 8. WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 17

18 Social Media Usage Social media platforms enhance the dynamic conversation around our institution, which is why it is important to remember that you are representing the West Virginia Wesleyan College brand. Although not called professional media, be sure to use the correct College logo on your pages and in your messages to ensure brand continuity. PROFILE PICTURE TEMPLATE We suggest using this profile graphic on social media accounts to associate it with West Virginia Wesleyan College. If this logo is not used directly for the profile picture and another department-sanctioned logo is used, this logo then must appear in the page s cover photo. *Other acceptable profile pictures include sanctioned School, department, or group logos as defined by this Graphics Standard Manual. SOCIAL MEDIA PAGE REQUIREMENTS When using social media to reach your audience, please ensure that The official (enter social media type here) of WVWC s (enter department name here) is listed in the About Us section or profile description. Doing so will clear up any potential confusion created by user s building unofficial or fake pages that are to represent West Virginia Wesleyan College and its brand. Example: The official Twitter of WVWC s School of Business. The official Facebook of WVWC s Learning Center NAMING CONVENTIONS When naming your West Virginia Wesleyan College social media accounts, think first and foremost about searchability. Search engines such as Google, as well as Twitter s own search engine, will retrieve accounts based on key word relevance. Pick something obvious and relevant to your School, department, or group-- please be specific so users are not confused. Examples: Facebook.com/wvwesleyan[department] Twitter.com/WVWC[department] SnapChat: WVWC[department] Instagram: WVWC[department] *Please remember that SnapChat and Instagram caps user names at 30 characters, including underscores YouTube: WVWC Department WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 18

19 Ancillary Graphics THE COLLEGE SEAL The official college seal will be featured on diplomas and other offical documents. The seal is not to be used for marketing internally or externally, except for stipulations made for The Bobcat Den/Retail Store. WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 19

20 The Bobcat Den/Retail Store Stipulations 1. The Bobcat Den/Retail Store will only utilize The Paw as a secondary logo on all apparel and merchandise. Depending on the design size approved by vendor and Bobcat Den management, this merchandise will either include the approved West Virginia Wesleyan College logo variations or West Virginia Wesleyan (College) spelled out or abbreviated as WVWC. The management of the Bobcat Den/Retail Store will work with vendors to avoid copyright infringement of trademark or patented paw designs. 2. The Bobcat Den/Retail Store will utilize the College Seal in limited alumni apparel and authorized office merchandise. The seal will only be a one color design, and depending on the design of the product, only be orange and black, the official colors of West Virginia Wesleyan College. 3. The Bobcat Den/Retail Store will seek the approval of the Marketing/Public Relations department if there are any questions about the design of a product by either Bobcat Den management or the Director of Administrative Services. THE COLLEGE SEAL THE PAW PRINT WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 20

21 Acceptable Logos for Athletic Use Following are the official logos that are to be used on all athletics related signs, sports paraphernalia, stationery, uniforms, etc. No other logos should be used externally to represent West Virginia Wesleyan College Athletics. *W LOGO WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 21

22 Logos for Athletic Use (Con t) *W WITH MOUNTAINS LOGO WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 22

23 Logos for Athletic Use (Con t) *W, MOUNTAINS, AND WESLEYAN LOGO *W, MOUNTAINS, AND WEST VIRGINIA WESLEYAN LOGO *W, MOUNTAINS, AND WEST VIRGINIA WESLEYAN COLLEGE LOGO Individual team logos that incorporate the official West Virginia Wesleyan College logos may be used as long as they are approved by the Branding and Style Guide Committee before production. All usages must also meet the set guidelines outlined within the entire West Virginia Wesleyan College Logo Style Guide. WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 23

24 Examples of Athletic Usage 5 5 WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 24

25 Examples of Athletic Usage (Con t) WEST VIRGINIA WESLEYAN GRAPHICS STANDARDS MANUAL PG. 25