Graphic Identity Guidelines August 2007
Table of Contents 2 2 3 4 Table of Contents Introduction How to Use this Manual 5 6 7 8 9 10 11 12 13 14 Elements of Identity System The Logo Mark The Logo Type The Signature Size Requirements Color Color Reproduction Options Unacceptable Color Treatments of the Signature Unacceptable Signature Treatments The Official Seal 15 16 17 Typography Primary Typeface Secondary Typeface 18 19 20 21 Other Applications Advertising Vehicle Decals Merchandising
3 In 2006, Lehman College began an intensive review of its branding and graphic identity. That review has led to a new visual identity and usage guidelines. The new identity is derived from the rich historic context evident in the grand, early 20th-century architecture dominating the Lehman campus. The core of the logo mark is a dramatically simplified façade of the central and most recognizable building on campus the Music Building. The logo mark s overall shape is a heraldic shield rendered in modern, open style. This particular shield shape is taken from one of many such shapes found in Lehman s architecture. The shield s bottom (the ground) expresses the stability of the institution, while its top (the arch) symbolizes the value of an education that reaches out to all people. In its primary, positive form the windows and doors in the center of the logo mark s façade are aglow with light. It symbolizes inviting spaces teeming with academic life. It is the task of the Lehman College staff to bring this new identity system to life and to maintain its integrity by applying it consistently throughout all communications.
How to use this manual 4 This manual has been prepared to ensure the success of our visual identity through consistency of use. Please use and adhere to the Graphic Identity Guidelines. This Graphic Identity Guidelines manual contains approved standard graphic elements of the Lehman College identity system. The guidelines presented here are fundamental yet flexible enough to allow for individual expression. The Lehman College signature is a registered trademark. This trademark cannot be used without permission. This Graphic Identity Guidelines manual takes the form of an Adobe Acrobat 5.0 PDF file format for viewing on Mac or Windows PC platforms. In addition, the complete file or its individual pages can be printed on 8.5 x 11 (vertical) paper, preferably with a color printer. The Lehman College signature is provided as line art. All other components of the graphic identity system require fonts specified in the Typography section of this manual for display and printing. Supplemental art and support graphic files are provided to the Lehman community for downloading on department computers. Signature and logo mark files are available for download intiff and JPEG formats. For further information regarding the Lehman College identity standards or to receive digital files of the Lehman signature for for specific projects, publications, or websites, please contact: Lehman College Office of Media Relations and Publications 250 Bedford Park Blvd West Bronx, NY 10488 718-960-8082 (publication use) 718-960-8745 (website use) margaret.rice@lehman.cuny.edu Typefaces used in the new Graphic applications are ITC Giovanni and Akzidenz Grotesk. Samples of these typefaces appear on pages 16 and 17.
5 Elements of Identity System 2.1 6 2.2 7 2.3 8 2.4 9 2.5 10 2.6 11 2.7 12 2.8 13 2.9 14 The Logo Mark The Logo Type The Signatures The SizeSignatures with Departmental Designation Minimum Color Clear Space Requirements Size Color Requirements Reproduction Options Color Unacceptable Color Treatments of the Signature Color Unacceptable Reproduction Signature Options Treatments Unacceptable The Official Seal Signature Treatments
The Logo Mark 6 The only acceptable logo mark is pictured on this page. It may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files. Refer to page 9 for minimum size requirements. Contact Media Relations for guidelines on the use of the logo mark in special situations. The Lehman College logo mark has been designed to function as part of a flexible and cohesive visual system. Each complete version of the logo mark (the shield symbol) combined with the logo type (the uniquely typeset college name) will be referred to as a signature. Various signature configurations and color options allow the designer maximum flexibility for optimal communication goals. When using the logo mark by itself, the Lehman College name must appear somewhere within the same product or communication piece.
The Logo Type 7 The Lehman College logotype is set in the Bailey Sans font, all caps. This font is not used anywhere else in the Lehman College identity system. This unique aspect of the logo type, together with the logo mark, gives the Lehman signature a distinctive, proprietary character. The logo type should generally be used with the logo mark as part of the signature. It should be used alone judiciously. The only acceptable logo type is pictured on this page. It may not be reconstructed or altered in any way. It must be reproduced from reproduction-quality art or from high-resolution digital files. Never crop any part of the signature. Never re-create, change letter spacing, word spacing, or leading. The center-aligned logotype shown here should be used only in cases where there is a strong center alignment of other contextual communication elements. Left-aligned Logo Type Centered Logo Type
The Signature 8 The two signatures below are for use in College-wide applications. The left-aligned signature should be used for the majority of applications. It is a preferred choice for the asymmetric layouts of communication elements. The centered signature is useful in tighter and more symmetrical spaces with strong center alignment of contextual elements. Signatures may never be re-created or re-drawn. Always use the approved electronic art, available through the Office of Media Relations and Publications. All signature files, for Mac and PC, are available upon request. These files include JPG, TIFF, and EPS formats when necessary. In addition, PNG files and centered signature files are available upon request. Signature Logo mark Logo type Left-aligned Signature (preferred) Centered Signature
Size Requirements 9 The minimum size specifications shown below have been established to ensure the legibility of identity components. The signatures for Business Card and Letterhead shown here are for general information only. 3 1/2 picas minimum Minimum Size of the Logo Type Minimum Size of the Signature and of the Logo Mark 2 1/4 picas minimum Minimum Size of the Signature with Departmental Name 2 1/4 picas minimum DIVISION OF NATURAL AND SOCIAL SCIENCES Size of the Signature for Business Card Size of the Signature for Letterhead
Color 10 The primary color palette (PMS 287 and PMS 377) must be followed when using the Lehman College signature in full color. Coloration of the Lehman College Signature To ensure versatility and to facilitate creativity, the Suggested Complementary Colors comprise bold, highly color-saturated hues as well as softer, muted hues. Within the muted hues, the entire PMS Warm Gray range is applicable. Additional colors are allowed and their choice should be driven by media, photography and marketing needs. Note that at the time of creation of these Guidelines the CMYK equivalents of the complementary colors were not tested on press and they may be subject to adjustment in the future. Use CUNY identity colors only when necessary. Preferable color treatment of the Lehman is CUNY affiliation logo is Black or White. Primary Color Palette Solid Process RGB Hexadecimal Other Comments Blue C 100 R 13 0d207e PMS 287 M 80 G 32 Y 10 B 126 K 0 Green C 62 R 101 65a326 PMS 377 M 11 G 163 Y 96 B 38 K 0 Blue is Lehman College s primary color. We recommend use of clear varnish or aqueous protective overcoat when printing large areas of solid ink coverage. Color intensity will change slightly with overcoat. Green is always treated as a secondary color. It is a strong enough color to print in type only and can be reversed out of or overprinted with black. Suggested Complementary Colors Saturated Hues PMS 7408 PMS 144 PMS 1795 PMS 683 PMS 569 PMS 4695 C: 0 M: 25 Y: 95 K: 0 C: 0 M: 48 Y: 100 K: 0 C: 0 M: 48 Y: 100 K: 0 C: 11 M: 100 Y: 0 K: 43 C: 98 M: 0 Y: 57 K: 17 C: 0 M: 81 Y: 100 K: 77 R: 255 G: 194 B: 34 R: 248 G: 152 B: 29 R: 238 G: 52 B: 36 R: 139 G: 0 B: 90 R: 0 G: 146 B: 126 R: 91 G: 20 B: 0 Muted Hues PMS WG1 PMS WG11 PMS 7407 PMS 7459 PMS 668 PMS 702 C: 0 M: 2 Y: 3 K: 6 C: 0 M: 17 Y: 34 K: 62 C: 0 M: 22 Y: 85 K: 11 C: 57 M: 0 Y: 6 K: 13 C: 65 M: 64 Y: 0 K: 30 C: 65 M: 64 Y: 0 K: 30 R: 239 G: 233 B: 229 R: 124 G: 106 B: 85 R: 229 G: 181 B: 58 R: 80 G: 179 B: 207 R: 81 G: 78 B: 134 R: 229 G: 109 B: 123 Applicable CUNY Colors PMS 390 PMS 716 PMS 292
Color Reproduction Options 11 The only acceptable coloration options of the identity components are shown here. The full-color, Lehman Blue, or Black signatures may be placed on a very light color background. Make sure to retain the minimum value contrast as shown here, and make sure the background color harmonizes well with the Lehman Identity colors. The Lehman Green signature can only be placed on a white or black background with one exception: when printing on coated papers, the Lehman Green signature may also be placed on the Lehman Blue background. The Black signature may be placed on any color background as long as there is enough contrast maintained for legibility. The White signature may be reversed out of any color background as long as there is enough contrast maintained for legibility. Lehman identity components may be reproduced over photographs in positive or reversed formats. The area of the photo chosen must be relatively simple and it must provide sufficient contrast for legibility. In digital media, a subtle, small drop shadow may be added to the approved single-color signature. Full-color signature Full-color signature on very light color background (PMS Warm Gray1) Lehman Blue signature Lehman Blue signature on very light color background (20% PMS 7407) Lehman Green signature Lehman Green signature on Black background Black signature White signature reversed out of color background (PMS 144) Lehman Blue signature with a drop shadow White signature with a drop shadow
Unacceptable Color Treatments of the Signature 12 The examples below show the Lehman College identity in color configurations, treatments, and manipulations that are unacceptable. This list is not exhaustive. In general, the rules below apply not only to the signature, but also to the single logo mark and the single logo type as well. Do not place the full-color signature on a color background Do not change the color designation of the signature components. Do not place the reversed-out signature on a light or white background. Do not change the colors of the signature components. Do not place the Lehman Blue or Black signature on the dark color background. Do not screen the colors of the signature. Do not place the signature in any coloration over a heavily patterned background. Do not outline the signature. Do not place the signature in any coloration over parts of photographic images that are rich in detail and the extreme contrast of light and dark.
Unacceptable Signature Treatments 13 The examples below show the Lehman College identity in configurations, treatments, and manipulations that are unacceptable. This list is not exhaustive. In general, the rules below apply not only to the signature, but also to the single logo mark and the single logo type as well. Do not distort the signature Do not crop any part of the signature. Do not tilt the signature in any direction Do not reconfigure the elements of the signature into a different composition. Do not re-type or substitute the typeface of the logo type. Lehman College Do not surround or enclose the signature with competing shapes. Do not use the Web version of the signature for print applications.
The Official Seal 14 Use of the Lehman College seal is limited to official administration offices, such as the Office of the President and official College documents, such as diplomas and certificates, at the discretion of the College president. The artwork shall not be used for other College applications. Contact the Office of Media Relations and Publications to inquire if your use for the seal may be applicable. The College Seal should never be substituted for the Lehman College Logo Mark or Signature.
15 Elements Typography of Identity System 2.1 16 2.2 17 2.3 2.4 2.5 2.6 2.7 2.8 2.9 The Primary Logo Typeface Mark The Alternate Logo Typeface The Signatures The Signatures with Departmental Designation Minimum Clear Space Requirements Size Requirements Color Color Reproduction Options Unacceptable Signature Treatments
Primary Typeface 16 The following type families are selected for use throughout Lehman College. Use of these typefaces will help develop a consistent branding and look to diverse Lehman College publications and promotions. For additional information on type, contact the Media Relations Office. To purchase typefaces or type families used by Lehman College, contact Information Technology Resources. Giovanni Font Family This font was chosen as the primary font for administrative usage. It should be used whenever there is a close proximity of copy and Lehman signature or logo type, i.e., in address blocks on the stationery system and in departmental names when the names are part of the signature. Giovanni Book is a versatile, elegant, classic font, good for long lines of copy as well as for large single words, banner headlines, taglines, and mastheads. We do not recommend using the bolder range of this typeface except in running text for the word or phrase emphasis. Giovanni Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Giovanni Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Giovanni Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890 Giovanni Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz1234567890
Secondary Typeface 17 Akzidenz Grotesk Font Family This typeface was chosen as a secondary font for College-wide applications when the sans-serif font qualities are demanded. In general, sans-serif fonts are best suited for headlines, subheads, and short lines of copy. They are a quickly read, simple form that imbues communications with a modern look. These qualities make Akzidenz Grotesk a very good choice for marketing materials and advertising. Akzidenz Grotesk comprises a very broad range of variations, only some of which are shown below. Akzidenz Grotesk Light Akzidenz Grotesk Light Condensed A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Akzidenz Grotesk Light Extended Akzidenz Grotesk Akzidenz Grotesk Italic Akzidenz Grotesk Condensed A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Akzidenz Grotesk Extended Akzidenz Grotesk Medium Akzidenz Grotesk Medium Condensed A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Akzidenz Grotesk Medium Extended Akzidenz Grotesk Bold Akzidenz Grotesk Bold Italic Akzidenz Grotesk Extra Bold Akzidenz Grotesk Extra Bold Condensed A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 Akzidenz Grotesk Super
18 Other Applications 19 20 21 Advertising Vehicle Decals Merchandising
Advertising 19 This page is for Lehman staff whose responsibilities are concerned with producing marketing materials. The sample ads below show the use of the Lehman identity elements in a variety of ad formats. In ads, always use the Lehman College signature as the primary identification. Note that the clear space requirements are sometimes relaxed to accommodate a particular format. In the horizontal ad shown here, the vertical clear space is tighter because the extra horizontal clear space compensates for it. Horizontal Ad In addition to primary and secondary fonts used in headlines, an additional font can be used, if it is a part of a larger, targeted branding effort with limited time span (horizontal ad example). The Akzidenz Grotesk is the most practical font for ad copy, and where it is reversed out of a color background or image it must be used to ensure legibility. Use the CUNY logo to indicate CUNY affiliation. Full-page Ad or Mall Ad One-column Vertical Ad Lorem es ipsum Lorem ipsum dolores at conumbioum. Lorem ipsum etta dolores at conumbioum. Chirographi infeliciter deciperet saburre, iam vix saetosus agricolae divinus iocari Medusa, semper perspicax apparatus bellis miscere fiducias. Syrtes insectat parsimonia apparatus bellis. Rures incredibiliter lucide senesceret bellus agricolae. Rures adquireret aegre pretosius syrtes, etiam umbraculi libere agnascor ossifragi, quamquam umbraculi pessimus neglegenter corrumperet. Perspicax ossifragi iocari umbraculi. Satis fragilis quadrupei insectat zothecas. Incredibiliter gulosus syrtes. 250 Bedford Park Blvd West, Bronx, NY 10468 www.lehman.cuny.edu
Vehicle Decals 20 This page is for Lehman staff whose responsibilities are concerned with producing vehicle decals. The samples below show typical placements of the Lehman signature on vehicles. Use the full-color signature only on a white vehicle, white signature on dark color finish, and black or blue signature on medium to light color surface. Apply the signature with departmental name, if needed. Vehicle application
Merchandising 21 All College-branded merchandise shall conform to the use of the Lehman College signature shown in this manual. Mug The samples below show typical placements of the Lehman signature on a variety of merchandise. Use the full-color signature only on white surface. The three signature/surface color combinations for t-shirts shown here may be applied to other merchandise as well. The signature with departmental name may be applied to t-shirts and mugs, but not on merchandise with limited clear surface area, like hats and pens. repeat design on the other side of the mug Hat T-shirts Pens white t-shirt black and blue t-shirt options