graphic standards manual: phase i - colby-sawyer college

Graphic Standards Manual: Phase I

Table of Contents

Introduction 2

Basics

TheCSClogotype 3 Spacing 7 Unacceptableuses 10

Color

Primarycolors 13 Supplementarycolors 14 One-color 15 Coloredbackgrounds 17

Typography

Primarytypefaces 19 Webtypefaces 21

Secondary programs

Specificprogramlogos 22Stationery

Generalletterhead 23 Businesscards 24 #10Envelope 25 Departmentalstationery 26

Logo applications

Apparel 27 Otheritems 29

Print specifications

Introduction

Inthecontextofthismanual,thewords“brand”and“identity”arealsoused(interchangeably),andrefer,inthemorenarrowsenseofthewords,tothelogo.“Brandingprogram”referstothebigpicture:messagingthatsupportsPresidentGalligan’sstrategicvisionandgoalsfortheCol-lege;theconsistentimplementationofthelogoacrossallmediaandinmyriadotherapplications;anewwayofwritinganddesigningforprintandtheweb;etc.Thebrandingpro-gram,inallitsformsandapplications,iswhatbuildstheimpressionsandfeelingsthatvariousconstituen-cieshaveaboutColby-SawyerCollege.Theseincludestudents,facultyandstaff,prospectivestudentsandfami-lies,alumni/ae,donors,etal.

“Tagline”referstothewords,inside • outside • planetwide.Thelogomaybeusedwithorwithoutthetagline,dependingonthecontext;andtheremaybetimeswhenthetaglineappearsonitsown.Whenandwhennottousethetaglineareatthediscretionoftheuser.Thismanual,however,willofferafewexamples.

2

ItisimperativethatthenewColby-SawyerCollegelogotypebeimplementedwithconsistencyandcareacrossallmedia:printanddigital,aswellascampussignage,vehiclegraphics,logomerchandise,etc.Itisforthatreasonthatgraphicstandardsmanualslikethisonearecreated.SignageandvehiclegraphicswillbecoveredinGraphicStandardsManual:PhaseII.

Insupportofthenewbrandingpro-gram,thismanualcontainsguidelines—someveryspecifictobesure—fortheconsistentuseofthenewlogo.Inevitably,therewillbeinstancesinwhichspecificdecisionswillhavetobemadethatarenotcoveredhere.Thespecificationsinthismanual,however,willserveasaguidetotheuserinmakingthosedecisions.

What do all these words mean?

Whenwesay“logo”or“logotype,”wearereferringtothecollegename,orwordmark,togetherwiththecupolaicon.Wewillrefertothelattersimplyas“thecupola,”understandingthatitrefersspecificallytotherectan-gularframethatenclosesthecupola,mountainsandfoundingyear.

So:wordmark+cupola=logoorlogotype.

How can you be assured that you are using the logo correctly?

AlloftheapprovedversionsofthelogothatarediscussedinthismanualwillbeprovidedonaCD(attachedtotheinsidebackcover),aswellasindigitalform(EPS,JPG,PNG).Filesforrepeatuse,e.g.,forstationery,willbeunderthebailiwickofHelenSieburg.

Thereisnoquestionthatthismanualgoesintogreat—sometimesexcruciating—detailabouttheusageofthelogo.Inmostinstances,thefileswehavefurnishedwillprovideyouwitheverythingyouwillneed.Andyouwillbeaidedinyourdecisionsaboutspacingaroundthelogo,whichcolorstouse,whichfontorfontstouse,whetherornottousethetaglinewiththelogo,etc.,bytheinformationprovidedherein.

Play it safe!

Ifquestionsarise,wesuggestthatyouerronthesideofcautionandcontactusatHarpandCompanyGraphicDesign.Wedothissortofthingforaliving;chancesareyou,theenduser,donot.Wecanbereachedbyphoneat603.643.5144,[email protected].

Basics

The Logotype

InordertosupportColby-SawyerCollege’snewbrandingprogram,useoftheCSClogotypeshouldstrictlyadheretothegraphicstandardsout-linedinthismanual.

Itisrareforjustoneversionofalogotobeapplicableinallsituations.Ourgoalinthismanualistomaketheuseofthenewidentityasflexibleandpracticalaspossible.Sometimes,forexample,averticallyorientedlogofitsawkwardlyinahorizontalspace.Andviceversa.Shownhere,then,arethetwoapprovedconfigurationsofthelogo.

Onlyusetheapprovedversionsshownontheleft.

THEREISNONEEDTORECREATETHELOGO.ApprovedversionshavebeenprovideddigitallyandonaCD.

3

verticalconfigurationCSC_logo.eps

horizontalconfigurationCSC_logo_hz.eps

Basics

The Logotype & Tagline

Therewillbeinstancesinwhichyouchoosetousethetaglinewiththelogo.Shownhereareapprovedtaglineplacementsforboththeverticalandhorizontalconfigurations.


4

verticalconfigurationwithtaglineCSC_logo_tag.eps

horizontalconfigurationwithtaglineCSC_logo_hz_tag.eps

Basics

The Word Mark by itself

Theremaybetimeswherespacingislimited,oronlytheCollegenameisrequired.Useoneofthetwoapprovedwordmarkconfigurationsshownhere.

Neversaytoyourself,“Hmmm...thistypefacelooksprettyclose,Iwilljustuseitinstead.”

NEVER!


5

CSC_wordmark.eps

CSC_wordmark_oneline.eps

Basics

The Cupola and Tagline by themselves

Therewillundoubtedlybemanyinstances,e.g.,onnotecards,logomerchandise,etc.,whereyouwillwanttousethecupolabyitself.Samegoesforthetagline.

Remember,aswithalloftheothergraphicelementsofthenewbrand,theapprovedtaglineisincludedontheenclosedCDandprovidedindigitalform.Thespacing,bulletsbetweenthewordsandtypefacemustnotbealtered!


6

CSC_cupola.eps

CSC_tag_BLK.eps

Basics

The Colby-Sawyer Stamp

WearecallingthistheColby-Sawyerstamp.Itsusemayberare,buttherewilllikelybecaseswherethisisjustwhatisneeded:notthefulllogo;notthetagline;noteventhecupola—justthisabbreviatedstamp.Ithasenoughoftheessentialelementsofthefulllogotypetobeclearlyidentifi-ableasbelongingtoColby-SawyerCollege.

Sampleapplicationsinwhichyouwouldnotusethestamp:OnthemainIDsigninfrontofColgateHall,oronCollegestationery.

Examplesofwhereitmightbeappropriatetousejustthestamp:Onfacilitiesequipment,orperhapsonabaseballhat.

White,blueandblackversionsareprovided.


7

CSC_stamp_open.eps

CSC_stamp_solid.eps

CSC_stamp_open_BLK.eps

CSC_stamp_solid_BLK.eps

Basics

Spacing around the Logo

Crowdingthings(e.g.,addresses,otherlogos,websitemenubuttons,etc.)aroundthelogoonlyservestolessenitsimpact.Acertainamountofisolationfromotherelementsonthepage,orinawebheader—breathingroom,really—isnecessarytoensurethatthelogoisseen,identifiedandunderstood.

Toensureamplespace—we’llcallitano-printzone—weuseaunitdefinedbythewidthofthecupola,denotedas‘A’.

Hereweshowtherequiredspacingaroundtheverticalconfigurationofthelogo.Notethatwhenthetaglineisused,theno-printzoneistwofullunitsbelowthedescenderofthe‘p’inthetagline.

Confusing?Don’tprintanythinginthegrayarea!

�

AAA

A A

AAA

A A

AAA

A A

A A

AAA

A A

AAA

A A

AAA

A A

AAA

A A

A A

AAA

A A

Basics

Spacing around the Logo, continued

Thesamespacingrequirementsapplywhenusingthehorizontalconfigurationofthelogo.

9

AAA

A A

AAA

A A

AAA

A A

A A

AAA

A A

AAA

A A

AAA

A A

AAA

A A

A A

AAA

A A

Basics

Do not do these things!

Withthetechnologyavailabletous,itissometimestemptingtoalterthelogotofitaparticularcircumstance.Orperhapsyoufeel,forexample,thatjustthisonce,you’dliketoprintthelogoinadifferentcolor.Pleasedon’t:donotalterthelogooranygraphicelementsofthebrandinanyway!

Theexamplesonpages10–12showsomeofthekindsofalterationsthatwell-intentionedusersmake.

A. Donotstretchordistortany partofthelogotype.

B. Donotchangethecolorofthe wordmark.

C. Donotchangethecolorof thecupola.

D. Donotalterthesizerelationship ofthecupolatothewordmark.

E. Donotchangethefontofthe wordmark.

10

Colby SawyerCollege

541 Main Street New London, NH 03257

A. B.

D.C.

E.

Basics

Do not do these things!, continued

F. Donotaltertheplacement ofthelogotypeelements.

G. Neveruseadropshadow.

H. Donotplaceaboxaroundthe logotype.

I. Donotcrowdthelogowithother elements(seepages�and9)

11

Colby SawyerCollege


F. G.

I.H.

Basics

Do not do these things!, continued

J. Donotaltertheplacement ofthetagline.

K. Donotchangethecolorofthe tagline.

L. Donotalterthesizeofthe tagline.

M. Donotchangethefontofthe tagline.

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inside outside plantetwide

J. K.

M.L.

Color

Primary color palette

ThecolorsinthelogotypearePantone®ProcessBlueandBlack.

WewillrefertotheblueasColby-SawyerBlue.

Whenprintingfourcolorprocess,theCMYKequivalentofProcessBlueshouldbeused.Foruseindigitalmedia,theRGBandHTMLnumbershouldbeused.

* PANTONE®isaregistered trademarkofPantone,Inc. Thecolorsshownonthispage andthroughoutthismanual havenotbeenevaluatedby Pantone,Inc.foraccuracyand maynotmatchthePANTONE ColorStandards.

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Pantone Matching System

Colby-SawyerBlue(Pantone®ProcessBlue)

Black

Four Color Process

C:100M:�.5Y:0K:6

C:0M:0Y:0K:100

Web Usage

R:0G:146B:205

HTML:0092cd

R:0G:0B:0

HTML:000000

20%Colby-SawyerBlue

50%Colby-SawyerBlue

100%Colby-SawyerBlue

Black

Black

Color

Supplementary color palette

Asupplementarycolorpalettehasbeenselectedtocomplementtheblueandblackofthelogotype.

Thesecolorsarerecommendedforgeneraluseinwebandprint,however,youmayuseothercolorsatyourdiscretion.

Remember,thelogomayonlyappearinColby-SawyerBlueandblack,orreversed(white)asshownonpage1�.Thesesupple-mentarycolorsareforotherdesignelementssuchasheads,sidebars,etc.Ifamoremutedpaletteisdesired,anyofthesecolorsmaybeprintedasscreenvalues,e.g.,as70%ofgreen,50%ofburgundy,etc.

* PANTONE®isaregistered trademarkofPantone,Inc. Thecolorsshownonthispage andthroughoutthismanual havenotbeenevaluatedby Pantone,Inc.foraccuracyand maynotmatchthePANTONE ColorStandards.

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Pantone Matching System

Colby-SawyerBlue(Pantone®ProcessBlue)

Black

Pantone®116

Pantone®WarmGray3

Pantone®556

Pantone®153

Pantone®194

Four Color Process

C:100M:�.5Y:0K:6

C:0M:0Y:0K:100

C:0M:15Y:94K:0

C:0M:6Y:6K:1�.5

C:43M:0Y:30.5K:27.5

C:0M:46Y:100K:1�

C:0M:100Y:64K:33

Web Usage

R:0G:146B:205HTML:0092cd

R:0G:0B:0HTML:000000

R:246G:219B:60HTML:f6d33c

R:207G:199B:194HTML:cfc7c2

R:126G:160B:147HTML:7ea093

R:196G:114B:1HTML:bd�22�

R:154G:0B:45HTML:920d36

Color

One-color reproduction

Thesevariationsofthelogotypeareprovidedforusewhenonlyone-colorprintingisavailable.

One-colorversionsofthelogoinblueandblackareprovidedontheCD.

Remember,donotprintthelogoinanycolorotherthanwhatisshowninthismanual.


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20%Colby-SawyerBlue

50%Colby-SawyerBlue




20%Black

50%Black

100%Black

100%Black

100%Black

CSC_logo_tag_BLK.eps

CSC_logo_tag_BLUE.eps

Color

One-color, continued

Therewillbetimeswhenreproducingthecolorscreens(thehillsbeyondthecupola)willbeimpossible.Intheseinstances,eitheroftheone-colorvaria-tionsontheleftmaybeused.

Theseversionsofthelogotypealsomaybereversedoutofcoloredbackgrounds,asshownonpage1�.


16

Colby-SawyerBlue

Black

CSC_logo_tag_BLK_open.eps

CSC_logo_tag_BLUE_open.eps

Color

Colored backgrounds

Whenplacingthelogoonacoloredbackground,itispreferabletousetheoriginallogotypeasshowninA.

However,whenplacingthelogotypeonablueorblackbackground,theonecolorlogotypemaybeusedasshowninBandC.

A. Theoriginallogotype

B. One-colorreproduction, Colby-SawyerBluewithwhitetype

C. One-colorreproduction, black

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A. CSC_logo_tag.eps

B. CSC_logo_tag_WHT_type.eps CSC_logo_tag_BLK.epsC.

Color

Colored backgrounds, continuedWhenitisnotpossibletoprintthescreensofthelogotype,thevariationsontheleftareacceptable:

D. One-colorreproduction, solidblack

E. One-colorreproduction, solidColby-SawyerBlue

F. One-colorreproduction, solidwhite

1�

D. CSC_logo_tag_BLUE_open.eps

F. CSC_logo_tag_WT_open.eps

CSC_logo_tag_BLK_open.eps E.

ScalaRegular

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

ScalaItalic


ScalaBold


Typography

Primary typefaces

The“official”typefacesforthenewColby-Sawyerbrandare:

• Scala

Withinthisfamilythereare ScalaRegular(thewordmark), ScalaItalic(thetagline),and ScalaBold(foroccasionalusefor emphasis,forheads,etc.).

• ScalaSans(seepage20)

ThisfamilyiscomprisedofScala SansRegular,ScalaSansItalic, ScalaSansBoldandScalaSans BoldItalic.

WhileitisnotmandatorytousetheScalafamilyinallprintpublica-tions,incertainflagshippieces(e.g.,theAdmissionssearchpieceandviewbook),werecommendusingeitherScalaRegularorScalaSans(nextpage)forthetextandheads.


ScalaRegular

ScalaItalic

19

ScalaSansRegular


ScalaSansItalic


ScalaSansBold


ScalaSansBoldItalic


Typography

Primary typefaces, continued

ScalaSansRegularisahandsome,legible,contemporaryfont,andisagoodchoiceforthetextofprintedmaterials.

20

ArialRegular


ArialItalic


ArialBold


ArialBoldItalic


Typography

Typefaces for the web

Itisimportantwhendesigningforthewebtouseweb-safefonts.ForthiswerecommendthetypefacefamilyArial,orVerdana(notshown).

Pleasenote,ArialandVerdanashouldonlybeusedinwebapplications,not in print.

21

Secondary programs

Specific program logos

ItisimportanttokeeptheidentityconsistentwithinandbeyondtheColby-Sawyercommunity.Ifcampusbulletinboards,posters,flyersandemailin-boxesbecomefloodedwithvariousorganizations’andclubs’ownlogos,suddenlytheimpactandimportanceoftheColby-Sawyerlogobecomesdiminished.

Whenusingaspecificprogramorclubnamewiththelogo,thefollowingguidelinesapply:

• Theprogramnameshouldalign flushleftwiththewordmark.

• Theprogramnameshouldbehalf thedistanceofAfromthelogo.

• Thecoloroftheprogramname shouldbechosenfrom supplementarycolorpalette.

• Thetypefaceusedshouldbe ScalaItalic.Toensurethatthe programnameisthecorrect size,simplytypethedesiredname overtheexample(FallFestival)in thefileprovidedtotheleft.

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Fall Festival

A

1/2ofA

CSC_logo_FFest.eps

Stationery

General letterhead

Thetypingformatshownhereisanimportantcomponentofthestation-erysystem.Inordertocommunicateaprofessional,consistentimage,allcorrespondenceshouldadheretothisformat.

Itisimportantthata3/4”leftmarginbemaintainedfortheentireletter.Therighthandmarginshouldbesetat1/2”.

Theletterbeginswiththedate21/2”fromthetopofthepage.Recommendedlinespacingisshownbyan“X.”

Thereisroomforindividualjudgementandpersonalpreferencewhenitcomestotheverticalspacingofthetypedletter.

Allcopyisflushleft/raggedright(notjustified),withonereturnbetweenparagraphs.

ThissampleletterissetinTimesNewRoman.Personalpreferenceplaysarolehere,ofcourse.Whateverfontisselectedforuseontheletter-head,inaperfectworlditwouldbeconsistentonallColby-Sawyercorrespondence.

23

21/2”

3/4”

shownat50%actualsize

1/2”

Stationery

Business cards

Totheextentpossible,allbusinesscardsandotherstationerycompo-nentsshouldbeproducedbythesameprinter.Thiswillaffordthegreat-estchanceforconsistencyofqualityandcolor.

Ifonlyoneprinterisused,hewillhavetheoriginalfileswhichcanbeeasilyupdated.Thisisthebestwaytoensureconsistency.

NB:Exceptionsmayhavetobemadeasfarasspacingaroundthelogoisconcerned.Thebusinesscardisanexamplewherethereisnotenoughroomtousethespacingdescribedonpage�.

24

1/4”

113/16”


frontofcard

backofcard

Stationery

#10 Envelope

Aswiththeletterhead,thetypingformatshownonthis#10envelopeisanimportantpartofthedesign,andshouldbefollowedconsistentlywhenaddressingall#10envelopes.

Themailingaddressshouldbeformatted31/2”fromtheleftedgeoftheenvelopeasshown.

Thefirstlineofthemailingaddressbeginsapproximately21/4”fromthetopoftheenvelope.

25

21/4”

31/2”


Stationery

Departmental stationery

Stationeryforspecificdepartmentsfollowsthesameguidelinesusedonthegeneralstationery.

26


21/2”

3/4” 1/2”

21/4”

31/2”

Logo applications

Apparel

Pages27–29showpossibleapplicationsoftheColby-SawyerLogoandStamponvariousitems.

27

Logo applications

Apparel

2�

Logo applications

Other items

29


General [email protected] t: 603.526.3000

College Communications Officet: 603.526.3647 f: 603.526.3990

graphic standards manual: phase i - colby-sawyer college

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