MINI BRAND GUIDELINES 9.18.17
TABLE OF CONTENTS SECTION 1 Introduction 3 SECTION 4 The Hamline Logo(s) & Seal 5 SECTION 5 Colors 16 SECTION 6 Typography 20 Questions about how to use this brand guide? Please contact the marketing department at:
1INTRODUCTION As the first university in Minnesota, Hamline has a long history of taking the lead. Now, we take the lead once again with an updated brand that helps us communicate all that we stand for premier academics, values-based leadership, and local engagement. Our brand generates an image in the minds of students, faculty, staff, alumni, and the larger global community. It plays a vital role in defining the Hamline identity and what makes us distinctive. Having a clear, consistent identity will help us build awareness of Hamline University, strengthen its reputation, and ensure its future success. The following guidelines were designed to help ensure we are communicating the Hamline brand with a cohesive voice, look, and perspective. Please refer to them as a guide for developing all internal and external communications. Questions? Please contact Obtaining visual elements All university logos, photography, and graphic elements are available for download at hamline.edu/medialibrary. NOTE: A login is required and will be granted to faculty and staff upon request. 3
1THE HAMLINE LOGO Our Logo is the key building block of our identity, the primary visual element that identifies us. The signature is a combination of the H logo shield art and the logo type they have a fixed relationship that should never be changed in any way.
HAMLINE UNIVERSITY LOGO Hamline University s logo should be used on all Hamline publications, websites and e-communications, and materials. Only the original electronic files from Hamline (available at hamline.edu/medialibrary) should be used; the logo should never be recreated or altered. This logo replaces all previous Hamline University wordmarks and logos, but does not replace the university seal and athletic logo (see pages 14-15). 6
THE HAMLINE UNIVERSITY LOGO APPROVED FORMATS Three formats exist: horizontal, stacked and condensed horizontal. You may use any of the logos depending on the piece; in general, the horizontal format is best for web and electronic usage, the stacked format works best on print publications and the condensed horizontal is used in tandem with we take the lead graphics. STACKED CONDENSED HORIZONTAL Used primarily with We take the lead graphics HORIZONTAL 7
THE HAMLINE UNIVERSITY LOGO COLOR The logo should appear in PMS 201C, black, or white (if reversed out on of a color background). The logo is always used in one color at a time, i.e. all elements of the logo must be the same color. Make sure to keep an obvious contrast between the logo and the background. Once that contrast is no longer obvious, reverse the element out of the background color. Use a one-color reverse on dark colors. Do not tint the logo or change the colors. PMS 201C REVERSED BLACK (use only when working in 1-color /black and white, ex. newspaper ad) 8
THE HAMLINE UNIVERSITY LOGO THE SHIELD / LOGO MARK PMS 201C The abbreviated logotype (university s initial) may be used when there is limited space available to use the full logotype. Due to the wide range of materials on which the Hamline logo may appear, an abbreviated logotype has been created to accommodate limited space applications such as online banner ads, button ads, video bugs, or labels. GUIDELINES When using the logomark symbol by itself, the Hamline University name must appear elsewhere on the page. WHITE Do not combine the abbreviated logotype with any other logos or identities. Do not distort or rotate the abbreviated logotype. The acceptable abbreviated logo type color is PMS 201C or white (reversed). The minimum width of the abbreviated logotype is 0.25 or 18 pixels wide on screen. 9
THE HAMLINE UNIVERSITY LOGO LOGO USAGE AND CLEAR SPACE It is important to keep corporate marks clear of any other graphic elements. To regulate this, an exclusion zone has been established around the corporate mark. This exclusion zone indicates the closest any other graphic element or message can be positioned in relation to the mark or the symbol itself and our name they have a fixed relationship that should never be changed in any way. CLEAR SPACE Logo(s) CLEAR SPACE Logo Shield 2x 2x x= 2x 2x 2x 2x x= cap height of H 2x 2x 2x 2x 2x 2x 10
THE HAMLINE UNIVERSITY LOGO LOGO SIZING The logo looks best when used at a size appropriate for the medium it is on. For brochures and other hand-held publications, the recommended size for the vertical logo is 1 inch wide and the recommended size for the horizontal logo is 2.5 inches wide. This is also true for the school versions of the logos. Because the words in the logo can be difficult to read when the logo is small, the minimum recommended sizes are 5/8 inches wide for the vertical and 1.75 inches wide for the horizontal. On posters, signage, and other media meant to be viewed from a distance, a larger size of logo is recommended. RECOMMENDED SIZE (for brochures and other hand-held publications) 1" 2.5" MINIMUM RECOMMENDED SIZE (all uses) 5/8" 1.75" 11
THE HAMLINE UNIVERSITY LOGO UNACCEPTABLE EXECUTIONS Pages 12-13 illustrate some of the most common errors made when reproducing the Hamline logo. The sizes and position of these two elements should never be changed, though the logo as a whole may be sized to any percentage. The following list outlines the basic rules for working with the logotype: Do not obscure any part of the logo. Do not remove the word University. Do not add a drop shadow or any other special effects to the logotype. DO NOT CHANGE THE COLOR OF THE LOGO OR CREATE COLOR COMBINATIONS The logo will always appear as a solid/uniform color, PMS201C, white and black are the only approved colors. 12
THE HAMLINE UNIVERSITY LOGO UNACCEPTABLE EXECUTIONS Continued DO NOT PLACE THE LOGO OVER PHOTOS, TEXTURES, OR COLORS THAT MAKE THE LOGO DIFFICULT TO READ DO NOT ATTACH TEXT TO THE LOGO, DO NOT USE THE LOGO AS PART OF A SENTENCE OR HEADLINE DO NOT ALTER THE LOGO AND / OR MODIFYING THE TYPE DO NOT APPLY A DROP SHADOW DO NOT EXPAND OR CONDENSE THE LOGOTYPE 13
THE HAMLINE UNIVERSITY SEAL The Hamline University seal is the academic symbol of the university. It may be used on diplomas, formal publications, and legal documents. It may not be used as an identifier or graphic on any other publication without the permission of Marketing & Creative Services. The seal may only appear in PMS 201C, with or without gold or silver foil, black or white. PMS 201C 201C WITH GOLD OR SILVER FOIL BLACK WHITE / REVERSED 14
THE HAMLINE UNIVERSITY LOGO ATHLETICS LOGO & THE PIPER The interlocking HU is the athletic symbol of the university. It may be used on only athletic or sports related apparel and materials. Only the official electronic file of the logo (available at hamline.edu/medialibrary) should be used; the logo should not be recreated in another format. PMS 201C 4 COLOR About the Piper WHITE / REVERSED Armed only with a brave heart and a song, the pioneering piper sets the pace by taking that bold first step into the forefront. We are inspired by The Piper to pull together as a team, be leaders, and achieve the extraordinary. The Piper is the spirit to persevere through thick and thin, with purpose and passion. We inspire others along the way because we know that together, we are better. 15
HAMLINE COLORS 2Color plays an important role in the Hamline corporate identity program. The colors below are recommendations for various media. A palette of primary colors has been developed, which comprise the One Voice color scheme. Consistent use of these colors will contribute to the cohesive and harmonious look of the Hamline brand identity across all relevant media. Check with your designer or printer when using the corporate colors that they will be always be consistent. 016 HAMLINE.EDU/WETAKETHELEAD 2017 v1 FOR HAMLINE INTERNAL USE ONLY.
PRIMARY COLOR SYSTEM USAGE FOR PRINT & WEB Hamline s official colors are as shown below. A wider color palette exists to add depth and energy to Hamline s identity. The following colors are the only colors to be used on publications, materials, and the website. Please use the exact PMS colors (for print) or hex colors (for web) and avoid trying to match colors based on what you see on a computer screen or office printer. The appearance of the colors will vary widely on different media; using the PMS and hex colors will ensure accuracy. A wider color palette exists to add depth and energy to Hamline s identity. The following colors are the only colors to be used on publications, materials, and the website. Tints of these colors, as well as black and white, are also acceptable. COOL GREY 3 PMS 1788C BLACK 201C COOL GREY 11 17
PRIMARY COLOR SYSTEM BREAKDOWNS PRIMARY COLOR PANTONE 201C - COLOR CODES CMYK : C0 M100 Y73 K31 Pantone : 201C RGB : R748 G14 B25 Web : #9c1f2e PRIMARY COLOR COOL GREY 11 - COLOR CODES CMYK : C44 M34 Y22 K77 Pantone : Cool Gray 11 RGB : R83 G86 B90 Web : #53565A 18
SECONDARY COLOR SYSTEM BREAKDOWNS Use them to accent and support the primary color palette. COOL GRAY 3 CMYK : C8 M5 Y7 K16 Pantone : Cool Gray 3 RGB Web : R200 G201 B99 : #C8C9C7 PANTONE 1788C CMYK : C0 M94 Y88 K0 Pantone : 1788C RGB Web : R238 G39 B55 : #EE2737 BLACK CMYK : C000 M000 Y000 K100 Pantone : Black RGB : R39 G37 B31 Web : #27251F 19
TYPOGRAPHY 3We offer four approved fonts Poppins, Roboto, Adobe Garamond Pro, Gerogia, and Neutraface that allow for creative expression of our brand personality in ways that are appropriate for our diverse audiences and goals. Poppins Roboto Adobe Garamond Pro Georgia Neutraface (phasing out) 020 HAMLINE.EDU/WETAKETHELEAD 2017 v1 FOR HAMLINE INTERNAL USE ONLY.
FONTS FOR PRINT AND WEB PRINT Hamline recommends the use of these fonts in print publications: Poppins, Neutraface or Adobe Garamond. These fonts convey Hamline s brand identity and ensure a consistent experience across platforms. For paragraph copy, Neutraface and Adobe Garamond provide the best readability and spacing. Poppins is best used for bold or headline copy and is an integral part of the we take the lead campaign. Poppins Roboto Adobe Garamond Pro WEB Hamline web communications primarily uses Georgia as it s digital typeface. Georgia VDI Please subsititue the fonts below for the main brand fonts when working on the VDI platform. Poppins / Helvetica Bold Roboto / Calibri 21
FONTS: PRINT SANS-SERIF HEADLINE Poppins Light Regular Medium 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 Semi Bold Bold 22
FONTS: PRINT SANS-SERIF BODY COPY Roboto Light Regular Medium Bold Black 23
FONTS: PRINT SERIF BODY COPY Adobe Garamond Pro Regular Regular Italic Semibold Bold Bold italic 24
FONTS: WEB SERIF BODY COPY Georgia Regular Regular Italic Bold Bold Italic 25
FONTS: PHASING OUT SANS-SERIF FONT Neutraface appears in the Hamline logo as well as several marketing pieces, we are in the process of phasing this out as one of our primary brand fonts. PLEASE NOTE: a piece does not need to be redone simply because this font is used, we will be sure to update when requested. Neutraface Light Book Demi Bold Condensed (all) 26
QUESTIONS? We designed the brand guidelines as a tool to provide consistency and strengthen the Hamline University brand its goal is not to impose unnecessary restrictions on creativity. However, to ensure the University has a consistent and appropriate brand, please exercise good judgment in all creative executions. If you have any questions about the guidelines, please email the Marketing Department at.