Graphic Standards Manual
Welcome Welcome to the official University of Arkansas - Fort Smith Graphic Standards Manual. The members of Marketing & Communications have created this document with you in mind. As collegiate faculty and staff, you depend upon communication in order to maintain the highest levels of academic and professional excellence. We endeavor to present a uniform style in all of our many publications and electronic media, a style that is characterized not only by its power to convey messages effectively, but also by its consistency. Our use of various communications media reflects directly upon our university. The images, symbols, websites and written material we submit before the public defines who we are and creates a shared perception of our institution. We represent a single institution, and even though our programs and activities are diverse, it s important that we communicate a consistent message throughout all of our recruiting, advertising and promotional materials. This consistency helps build a successful and cohesive communication effort and establish UAFS as a nationally recognized university. Please refer to the rules contained in this guide when using the UAFS official trademarked and registered logos. 2
University Name The appearance and correct punctuation of the institution s name are important standards in all written material. For external audiences, spell out the complete name of the institution the first time you refer to it, unless the context and nature of the document require an abbreviation (e.g., an advertisement). Example: University of Arkansas - Fort Smith. Please note that the complete name includes a space, a hyphen and a space. Use a hyphen, not a dash. Approved Names University of Arkansas - Fort Smith UAFS University of Arkansas at Fort Smith (used only in legal documents) Do Not Use U of A UA-Fort Smith U.A. Fort Smith UA Fort Smith 3
Color Standards UAFS s official colors are navy blue and white, which may be accented with burgundy. Our Pantone colors are blue 295 and burgundy 202. Avoid the liberal use of burgundy, as it is closely associated with other universities within the UA System; it is an accent color only. Primary Accent Pantone 295C 202C CMYK Values 100/57/0/40 0/100/61/43 RGB Values 0/45/86 152/0/46 Our secondary Pantone colors are gold 465 (the gold in the lion logo) and cyan. These colors can be used with the primary blue color as accent colors. Pantone 465C Cyan CMYK Values 25/40/74/3 80/0/0/0 RGB Values 190/149/91 0/185/242 4
University Logo Official logos are legally protected trademarks and should only be reproduced from authorized original illustrations from Marketing & Communications personnel. The images should not be redrawn or otherwise modified in any way. Please do not stretch or distort a university logo; if resizing a logo, be sure to resize proportionally. You are strongly encouraged to contact University Marketing & Communications when using official logos, whether you are a client on our campus or a vendor in the community. The graphic designers will be happy to assist you in logo usage and review. Official UAFS logo (horizontal version) The horizontal UAFS logo is one of two official logos for UAFS. 5
Official UAFS logo (square version) The square UAFS logo is one of two official logos for UAFS. Athletics The Athletics logo is mainly used for athletics. 6 Please be sure to use the correct white lion head when printing the lion on a dark background. The lion s face should be light and the mane dark.
The Lion The Lion is the mascot for the University. Student activities can also use the logo, but please contact University Marketing & Communications before using and include us in your review process. Please be sure to use the correct white lion head when printing the lion on a dark background. The lion s face should be light and the mane dark. Seal The UAFS seal is a legally protected trademark, reserved for use primarily on official documents and emblems such as diplomas, transcripts, certain institutional literature, flags, plaques, etc. With permission, the seal can at times be used in other designs. Please contact University Marketing & Communications for permission before using the seal. 7
Official UAFS logo for use when needed at small sizes. The UAFS logos without text underneath are reserved for use when the words won t be legible at the small size or when the words University of Arkansas - Fort Smith are spelled out elsewhere on the piece. Please contact Marketing & Communications if you are unsure which logo to use. 8
Logo Use and Placement Here are some common mistakes to avoid when using the official UAFS logo. Please do not recreate the logo for any publication. If you have any questions about the logo, contact the Marketing & Communications department, and we ll be happy to assist you. Do not stretch. Do not outline. Do not outline. Do not place on backgrounds that decrease readability. Do not change colors. Do not use a version of the lion head that inverts the lion s face. The lion s face should always be light with the mane dark. 9
Don t Use Retired Logos Never use any of the older versions of the University s logos. If you are using any of the logos below in any of your signage or marketing materials, please contact Marketing & Communications and we will help guide you into getting new materials. 10
Typography The UAFS logo is designed to complement a variety of design styles or stand on its own. There are no restrictions on typefaces that can be used with the official logo, but the logo itself cannot be altered. Any materials representing the UAFS core brand should use official university fonts. The serif font used is Adobe Garamond Pro. If you do not have Adobe Garamond Pro, you may substitute Times or Times New Roman. The sans serif font used is Trade Gothic. If you do not have Trade Gothic, you may substitute Helvetica or Arial. Adobe Garamond Pro Regular Adobe Garamond Pro Italic Adobe Garamond Pro Bold Adobe Garamond Pro Bold Italic Trade Gothic Medium Trade Gothic Oblique Trade Gothic Bold Trade Gothic Bold Oblique Trade Gothic Bold No. 2 Trade Gothic Bold No. 2 Oblique Trade Gothic Light Trade Gothic Light Oblique Trade Gothic Condensed No. 18 Trade Gothic Condensed No. 18 Oblique Trade Gothic Bold Condensed No. 20 Trade Gothic Bold Condensed No. 20 Oblique 11
Producing Materials with the UAFS Logo and/or Colors If you are producing materials on your own, you are responsible for ensuring that the university is correctly represented on all forms of media you purchase. Such items include but are not limited to the following: promotional items (pens, table covers, banners, etc.) newsletters signage name badges T-shirts To ensure that your item complies with the university standards for font type, image use and layout, please contact the office of Marketing & Communications (jessica.martin@uafs.edu or laura.wattles@uafs.edu) for review. The editor and graphic designers will be happy to assist you in producing high-quality materials that reflect your goals as a department and our prestige as a university. 12
Trademarks The University of Arkansas - Fort Smith owns and controls the use of its signature logos, insignia, seals, designs, symbols, service marks, trade dress, trade names, depictions of campus buildings used commercially, and other trademarks, collectively called trademarks, that are associated with the university, whether registered or not. These include, but are not limited to, the words University of Arkansas - Fort Smith, UAFS, Lions and Lady Lions and The Blue Lion, as well as the university seal and Numa (or any other derivations therefrom), and such other trademarks as are owned, developed, and adopted from time to time by the university. Use of the UAFS trademarks without license or permission is strictly prohibited. Prior authorization of the use of the UAFS trademarks will not be construed as an authorization of future use; nor will any prior course of conduct, use, or infringement prohibit the university from enforcing any of its rights with respect to the trademarks. UAFS reserves the right to pursue any and all legal remedies and will take whatever measures necessary to protect its trademarks from infringement. Technical guidelines are established to describe how the university s trademarks should be presented, displayed, and reproduced. These policy guidelines may change from time to time. Current guidelines are available from the University of Arkansas - Fort Smith Marketing & Communications. UAFS encourages creative use of its trademarks in promoting school spirit and recognizes that concepts or designs developed by licensees may not clearly fall within the guidelines. UAFS recommends that licensees seek prior approval for such concepts or designs. Questions regarding these and any other licensing standards may be directed to the University of Arkansas - Fort Smith Marketing & Communications. 13
Contact Info If you have any questions about the style guide or need help in using any graphics, please contact us. Jessica Martin, Marketing Coordinator - 479-788-7154 jessica.martin@uafs.edu Laura Wattles, Creative Director - 479-788-7510 laura.wattles@uafs.edu 14