style guide

Publication Policy andVisual Identity Guidelines

forThe UniversiTy of virginia’s

College aT Wise

Official policies and standards to promote the unified system of identification

�tyle Guide

0.1.0 Strategic Objectives0.2.0 Policy 0.3.0 Program Overview1.1.0 Definitions1.2.0 Vocabularyof Elements2.1.0 GraphicStandards2.2.0 The Name 2.3.0 Typography 2.4.0 College Colors 2.4.1 ColorTerminology 2.5.0 SpatialRelationships2.6.0 EditorialStyle2.6.1 StyleandUsage

2.7.0 PowerPointGuidelines3.1.0 InstitutionalIdentification3.1.1 IdentityElements:Precautions3.2.0 The Seal 3.2.1 AuthorizedSealVersions 3.3.0 The Symbol 3.3.1 AuthorizedSymbolVersions3.4.0 The Logomark3.5.0 TheWordmark3.5.1 AuthorizedWordmarkVersions3.6.0 The Cavsmark3.7.0Precautions:Pixelationand Distortion

TotheCollegecommunity,

Changingournamein1999toTheUniversityof Virginia’sCollegeatWiseelevatedtheprofileof theinstitutionweserve,andtheCollegecontinuestobeaworthyexpressionof ThomasJefferson’sdreamof educationalopportunityfortheyouthof theCommonwealth.

Embodiedwithinthenow-familiarsymbolicinterpretationareappropriateassociationstotheUniversity,ourregion,andthefoundingvisionwehonor.Butthisgraphicdesignisonlyoneaspectof theconsiderationsnecessarytorepresentourinstitutionalpersonalityconsistentlyandeffectively.

Thedevelopmentandadoptionof acomprehensivevisualidentityisalargerconceptthatwillstrengthenthelong-termimageof ourCollegebeyondthebenefitsof thenamechangeitself.Theheartof thisgoalisthesetof guidelinesbeforeyou.Wechallengedourcreativeteamtodevelopacoordinatedsystemthatprovidesconsistencyof identificationwhileofferingsufficientflexibilitytowithstanddiverseapplications.

Thisisateamendeavor.Atanygivenpointof publiccontact,eachof ushasthepowertoshapetheperceptionof UVa-Wise.Everydepartmentwillbenefitbythestrengthof aunifiedpresentationmorethananydepartmentcanbenefitfromanindividualizeddeparturefromit,regardlessof howcreativeorwelldone.ItisinthatspiritthatIaskyoutobecomefamiliarwithandadheretotheseguidelines.

DavidJ.Prior,Chancellor

TheUniversityof Virginia’sCollege at Wise

0.1.0

Strategic Objectives

A message to the College community from the Chancellor

0.2.0

Policy

Education & Awareness

Contact

Permission

Outside Use

Merchandise

Departmental Logos

Printing

Exemption

ADMINISTRATION OF POLICY

TheOfficeofCollegeRelationsischargedwiththeresponsibilityofdraftingandmaintainingtheStyleGuide,aswellassettingprocedurestocarryoutthepolicyandmeetinstitutionalneeds.TheOfficeofCollegeRelationswillmonitorcompliancewiththepolicy,aswellasresolveconflictsandanswerquestionsregardingthepolicy.

Periodically,theOfficeofCollegeRelationsmayproposeappropriatemodificationstothepolicy,basedonchargedconditions.Inaddition,theOfficeofCollegeRelationswillhearrequestsforwaiversfromthepublicationsstandards,basedoncriteriagovernedbyandenumeratedbythepolicy.

Using the Style Guide: Paper vs. ComputerToconservepaper,UVa-WiseencouragesthattheStyleGuidenotbeprintedbutviewedinitsPDFformatonacomputermonitor.However,ifviewingtheUVa-WiseStyleGuideonacomputermonitor,pleasenotethatyoumayneedtozoominusingyourPDFbrowser(e.g.,AdobeAcrobatReader)toviewlogosandothergraphicelementsattheirintendedprintquality.Ifyouhaveanyquestions,contacttheOfficeofCollegeRelationsat276-328-0130.

Education & AwarenessTheOfficeofCollegeRelationswilldevelopandimplementaneducationprogramtoensurethatallCollegeemployeesarefamiliarwithandhaveaccesstotheStyleGuide.

ContactTheofficialStyleGuidewaspublishedinAugust2008andwillbeupdatedregularlybytheOfficeofCollegeRelationsatUVa-Wise.

OfficeofCollegeRelations TheUniversityofVirginia’sCollegeatWise OneCollegeAvenue Wise,VA24293

Phone:276-328-0130 Fax:276-328-0255

PermissionPermissionfortheinternalorexternaluseofTheUniversityofVirginia’sCollegeatWisenameandlogomaybegrantedbytheOfficeofCollegeRelations,providedthereiscompliancewiththesestandards.TheOfficeofCollegeRelationscanaddressspecificquestionsandrequestsforuse.

Outside UseOrganizationsoutsidetheCollege(bothnon-profitandfor-profit)desiringtouseaUVa-WiselogomustrequestapprovalfromtheOfficeofCollegeRelationsforthedesign,applicationand/orplacementofthelogo.

MerchandiseTheCollegelogosmaynotbeusedforapparelandvariousspecialty,merchandisingorpromotionalitemswithoutspecificwrittenapprovalfromtheOfficeofCollegeRelations.

Departmental LogosInanefforttopresentacohesivegraphicidentityforUVa-Wise,departmentsandofficesmaynothavetheirownlogos.WithhelpfromtheOfficeofCollegeRelations,logosmaybedevelopedforspecialpurposes,suchasfundraisingcampaigns,specialevents,academiccentersorprograms,studentrecruitingeventsorprojects,orspecialprojectsdesignatedbytheChancellor.

Printing AllmaterialtobeprintedusingCollegefundsmustbeprintedbyPrintingServiceslocatedintheResourceCenter.PrintingServiceswillassistdepartmentsbyoutsourcinganyrequestthatcannotbeprintedinternallytoensurethatallprocurementpoliciesandproceduresforprintingmaterialaremet.Itistheresponsibilityofthefacultymemberand/ordepartmenttoensurePrintingServicesisgiventheappropriateamountoftimetoensurethepieceisprintedinaccordancewithallCollegepoliciesandprocedures.

Anyprintedpiecethatwillbedistributedexternally,usesanyCollegelogoorseal,orwillobtainthesignatureoftheChancellormusthavepriordocumentedapprovaloftheOfficeofCollegeRelationsbeforebeingprinted.FormoreinformationonappropriateuseofCollegelogosandsealspleasecontacttheOfficeofCollegeRelations.

ExemptionNopublicationsareexemptfromthelogoandidentitystandards.AnyquestionsshouldbedirectedtotheOfficeofCollegeRelations.

0.3.0

Program Overview

The key points of visual identity-management

The importance of consistency

Visual Identity

Asystemofgraphicidentificationgainseffectivenessovertimewhenitcommunicatesapositiveimpressioninaconsistentmanner,reinforcingahighlevelofcredibilitywitheachpresentationoftheinstitutionalname.Thecornerstoneofsuchaprogramisasetofstandardsandguidelinesthatdefinehowtheprimarydesignsaretobeusedandhowtheyshouldnotbeused.

Theintentisnevertostiflecreativityortoimposegraphiclimitationsfortheirownsake.Successfulidentityprogramsarebuiltontheideathatthedesiredconsistencyisestablishedandpreservedbybalancingaprudentrestraintwithapracticalflexibility.

Whenmattersofinstitutionalidentificationaregovernedbytheadoptedguidelines,usersarefreetoconsiderotherimportantgraphicissues,ratherthanrethinkthefundamentaldesignparametersalreadystandardizedbyconsultingidentitydesigners.Inthisway,creativeenergyisdevotedtosolvingspecificcommunicationproblems,andeachuserispartofacomprehensiveefforttobuilda“totallook.”

System Management

Althoughthisguidedefinesbasicterms,graphicstandardsandusageparameters,itspotentialforsuccesswillbeinfluencedbythreeimportantfactors:

1)Thespiritofcooperationexhibitedbythose who take seriously the use of the Collegenameandthedesignscreatedforthatpurpose.

2)Theprofessionaljudgmentofthosewiththedesignatedresponsibilitytodetermineprogramcompliance.

3)Theendorsementbytopadministratorsofthemanagementprocedure.

Attimes,someindividualswillresisttherigidityinherentinidentityguidelines.Thisisunderstandable.Therestrictionsmayseemmonotonousandunimaginativetosome,butthisisusuallyaquestionoffocus.

Workingwithinthissystemenablesuserstoputtheirenergyintocraftingeffectivecontent.Theymaybecomeboredwiththenecessaryconstraintandrepetitionthatsupportsconsistentidentification.Users should keep in mind that people outside the College, who must deal with a myriad of offerings competing for their attention, appreciate being able to immediately recognize the source of a communication.

Aspeoplerespondtoinformation,theyarealsoforminganimpressionoftheinstitution,althoughtheymaybeunawaretheyaredoingso.Thisisespeciallytrueofa“firstimpression.”Eachrepresentationwithinaconsistentidentityprogramreinforcesallpreviouscommunication,buildingcredibility,prestigeandlong-term“imageequity.”

1.1.0

Definintions

Glossary of terms used in the visual identity guidelines

Vocabulary of ElementsThelimited-but-flexiblearrayofcoordinateddesignsandgraphicconfigurationsthatmakeupthesystemofinstitutionalidentificationforTheUniversityofVirginia’sCollegeatWise.

Graphic StandardsThesetofvisualguidelinesthatdefinethelimitationsandrangeofoptionsavailablewithinthesystemofinstitutionalidentificationforTheUniversityofVirginia’sCollegeatWise.

Institutional IdentificationAnysituationwheretheinstitutionalidentityispresentedtoaninternalorexternalaudiencethroughavisualrepresentationofthename(notincludingthetypicalappearancewithinstandardtypesettext)requirestheuseofanauthorized,pre-designedCollegeidentifier.

SealThecircularconfigurationusedprimarilyformoreformalor“official”identification,andonlywithpermissionoftheChancellor.

SymbolTheSymbolistheabstracteddesignoftherotundaandmountainsonly.Itisto beusedprimarilywithinothermorecomprehensiveconfigurations,butcanappearaloneinspecialsituations.

LogotypeALogotypeistheuniquelydesignedinstitutionalname.ItistobeusedprimarilywithinmorecomprehensiveLogomarkconfigurations,butcanappearaloneinspecialsituations.

LogomarkTheLogomarkisaconfigurationthatcombinestheSymbolwithaLogotypeaccordingtostrictspatialrelationships.Itisthepreferredinstitutionalidentifierformarketingcommunication.

WordmarkTheWordmarkisamarketingconfigurationthatcombinestheSymbolwiththeapprovedinstitutionalabbreviation.

CavsmarkAuniqueconfigurationusedonlyforCollegeathletics.

T h e U n i v e r s i T y o f v i r g i n i a ’ s C o l l e g e a T W i s e

T H E U N I V E R S I T Y O F V I R G I N I A ’ S C O L L E G E A T W I S E

Office of College RelationsOne College AvenueWise, VA 24293

The UniversiTy of virginia’s College aT Wise


LogotypeSeal Symbol

Logomark Wordmark Cavsmark

1.2.0

Vocabulary of Elements

The limited-but-flexible array of coordinated designs and graphic configurations that make up the system of institutional identification for The University of Virginia’s College at Wise

A Coordinated Approach

ThispageexhibitspartofthearrayofcoordinateddesignsandgraphicconfigurationsthatmakeupthesystemofinstitutionalidentificationforTheUniversityofVirginia’sCollegeatWise.

Therangeofvariationsarelimited,butoffersufficientflexibility.Thesevisualdesignsworktogethertoformacomprehensive“look”forconsistencyinpublicperception.Thesectionsthatfollowillustratetheoptionsapprovedforapplicationandclarifyguidelinesfortheirusage.

T U V ’ C W

One College AvenueWise, VA 24293

PHONE (276) 328-0100

WEB ADDRESS www.uvawise.edu

Department

The Seal (positive)Blackonwhite

The Symbol (positive)Redonwhite

The Horizontal WordmarkBlackandredonwhite

The Vertical WordmarkBlackandredonwhite

The letterheadBlackandredonwhite

2.1.0

Graphic Standards

The Name

Typography

College Colors

Spatial Relationships

Editorial Style

A Coherent FrameworkGraphicstandardsarethevisualguidelinesthatdefinethelimitationsandrangeofoptionsavailablewithinthesystemofinstitutionalidentificationforTheUniversityofVirginia’sCollegeatWise.

Theseguidelineshavebeencarefullyestablishedtosupportacomprehensive“look”thatprovidestheCollegearecognizable“graphicpersonality.”Sinceeachvisualrepresentationoftheinstitutionalidentityreinforcestheoverallimpression,careshouldbetakentoavoidaberrationsthatunderminetheconsistencythatisthefundamentalgoaloftheprogram.

Thebasisoftheconsistentappearanceistherepetitionofcertaincommunicative,typographic,color,spatialandstylisticconcepts.Thesedesignideasarealreadybuiltintothevocabularyofelementsauthorizedforinstitutionalidentification.Theyshouldalsobeincorporatedwheneverpossibleintotheformats,contentanduniquegraphicdesignsthatconstitutethebodyofCollegecommunications.

The NameThecommunicativenameoftheinstitutionis The University of Virginia’s College at Wise.TheonlyacceptableabbreviationisUVa-Wise.ThesetwoversionsofthenamecomplywithdirectivesfromtheUniversityofVirginia.NootheruseofthenameoftheCollegeisacceptableintext.InspecialcasestheCollegecanbevisuallyidentifiedwiththeWordmark,auniqueabbreviationthatcanonlyappearaspartofthisparticulargraphicdesign.

TypographyThevocabularyofidentifyingelementsmakesuseoftwofontfamilies:GaramondandOptima.Theidentityoftheinstitutionispresentedtoitsbestadvantagewhenthesesamefontsareusedconsistentlyasthesecondaryorsupportingtypes.

College ColorsThecolorschemefortheCollegeisbuiltonared/grayorred/blackrelationship,withexactspecificationsforconsistentcolorreproduction.Institutionalidentificationmustalwaysadheretothecolorguidelines.Usingacost-effectiveapproach,flexibilityisencouragedwithinthelimitedpalette.

Spatial RelationshipsTheCollegeisamoderninstitutionfirmlyrootedintradition.Thespatialaspectsofgraphicdesignandpagelayoutshouldsupportthisperception.Theprimaryuseof“flushleft/raggedright”shouldpredominateovermoreeccentrictwo-dimensionalstructures.Centeredalignmentcanbeusedjudiciouslyforamoreformalimpression.Theuseofinvisible,underlyinggridsisencouragedtoprovideasenseoforder.

Editorial StyleAlthougheditorialstylesarenotstrictlygraphicinnature,theyhaveastronginterrelationshipwithtypographyandvisualidentitybyinfluencingdesigndecisionsandresultingperceptions.ApredeterminededitorialstylemovesbeyondcorrectEnglishusageandreflectsonacademicqualitybycontributingtoaunifiedsystemwithclarityandconsistency.

The Nature of StandardsBecausethegoaloftheseguidelinesisaunifiedimage(projectingapresenceofhighcredibilityandthesensethatallCollegecommunicationsemanatefromthesameinstitution),graphicstandardsremovetheneedforuserstorepeatedlymakefundamentalvisualdecisions.Thestandardsareveryspecificincertainareas,especiallyinmattersofnamerecognition,butarenotintendedtoresolvethechallengesofconnectingmeaningfullywithanaudience—theongoingcreativequestofthosewhostriveforeffectivecommunication.

2.2.0

The Name

Standard usage

How not to use the name

Standard Use of the Name

Thecommunicativenameoftheinstitutionis The University of Virginia’s College at Wise.Theonlyacceptableabbreviationis UVa-Wise.Nootheruseofthenameisacceptableintypesettext.

Itispropertouseeithernamewithoutembellishmentwithinstandardtypography

(forexample,theuseswithinthepreviousparagraph).Guidelinesforusingpreferredfontsortypefaceswouldstillapply(2.3.0).

Whenthenameistobeusedgraphicallyoutsidethecontextofstandardtypography,theusershouldselectfromtheauthorizedvocabularyofelementstosupportthestrategicgoalofaunifiedvisualidentity.

REQUIRED

It is required,whenusingthenameoftheinstitution,thattheword“The”haveanuppercase‘T’(initialcap),eventhoughthisusagedoesnotconformtothetypicalmanualofstyle.

It is required,whenabbreviatingthenameoftheinstitution,thatthe‘a’belowercase.Ifanall-capsformoftheabbreviationisdesired,alllettersmustbefullycapitalizedandthesamesize.However,anall-capsusageoftheabbreviatednameisdiscouragedinregulartextandshouldonlybeusedjudiciouslyforagraphicdesignpurpose.Itisalways best tousethestandard“UVa-Wise”abbreviation.

NOT ACCEPTABLE

Itisneveracceptable,whenusingthenameoftheinstitution,todeviatefromtheauthorizedwording.Itisalsonotacceptabletodepartfromastandardtexttreatment,exceptwhenconformingtovariationswithintheauthorizedvocabularyofelementspresentedinthisdocument.Alsorefrainfromcustomizedalterations,ligaturesorotherembellishments.TheuniqueabbreviationusedintheWordmark(3.8.0)canonlyappearas part of that particular graphic design.SeeEditorialStyle(2.6.0)for other restrictions.

Directions to Campus

How to get toThe Universityof Virginia’s College at Wise

The University of Virginia’s

College at Wise

UVa-Wise

UVa-WISe

University of Virgnia at Wise

The UVa College at Wise

UVa’s College a Wise

UVa’sCollege@Wise

The University of Virginia’s College at Wise

UVA-Wise

UVa-Wise

UVAW

Rememberthatahyphenisalways requiredwhentheCollegenameisabbreviated.TheonlytimeahyphendoesnotappearisintheuniquelydesignedWordmark,whichcannotbealteredinanyway.

ACCEPTABLE

Itisacceptabletousethenameoftheinstitution,TheUniversityofVirginia’sCollegeatWise,withinstandardtypographictext.Oneexamplewouldbethehypotheticalbrochurecoverabove.Anotherexamplewouldbethiscaptionitself.

2.3.0

Typography

A contrast of font families

GaramondOptima

A Contrast of Font Families

Thevocabularyofidentifyingelementsmakesuseoftwofontfamilies:GaramondandOptima.Theidentityoftheinstitutionispresentedtoitsbestadvantagewhenthesesamefontsareusedconsistentlyasthesecondaryorsupportingtypes.Theresultingvisualcontrastprovidesamplelegibility,aswellasstrongcommunicativeassociations.

GaramondisatimelessdesignusedwidelyintheageofJefferson,whileOptimarepresentsthefoundingperiodoftheCollege.Bothfontfamiliesareappropriateforhighereducation.Theywillstandthetestoftimeandcontinuetobeathomeinthe21stcentury.Theywillcombinewellwithappropriatedisplayfacesrequiredforspecialsituations.

RECOMMENDED

Garamond

Optima

ALTERNATIVES

Whenitisnotpossibletospecifytheidentityfonts,useanotherversionof GaramondorCGOmegaasasubstitueforGaramond.Zapf Humanist60maybeusedasasubstituteforOptima.

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890&$@/,.‘’;:!%*()-#–

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890&$@/,.‘’ ;:!%*()-#–

Combining fonts

Thetypographicstyleof thisdocumentisagoodexampleof howthetwoidentityfontscanworktogether.Thesansserif Optimaworkswellfordisplaypurposes,orasasubhead.Theserif Garamondworkswellforhighlylegibletextorblocksof descriptivecopy.

2.4.0

CollegeColors

Red

Gray

Black

Identification through Color

The color scheme for the College is built onared/gray/blackrelationship,withexactspecificationsforconsistentcolorreproduction.Institutionalidentificationmustalwaysadheretothecolorguidelines.

Usingacost-effectiveapproach,flexibilityisencouragedwithinthelimitedpalette.Itispermissibletorestrictusagetoasinglecolorwhenbudgetand/orcommunicationissuesdemand,aslongasthesinglecolorfallswithinthered/gray/blackoptions.

REQUIREDCOLORS

Itisalwaysrequired,whenidentifyingtheinstitution,touseoneoftheapprovedcolorsandthepropercolor-matchingspecifications.Thesecorrectcolorsarealreadybuiltintoidentitymastersprovidedaselectronicfiles,ortheycanbereadilymatchedusingtheappropriatePantoneorfour-colorprocessvalues.Pantone®andthePantoneMatchingSystem®aretrademarksofPantone,Inc.,andnoclaimismadethatthecolorsrepresentedinthispublicationareequivalenttotheactualPantonenumbers.

Pantone200

Pantone431

Pantoneblack

2.4.1

ColorTerminology

Glossary of terms used to define color in the graphic arts

College Colors

TherangeofpermissiblecolorsthatcanbeusedwiththesystemofinstitutionalidentificationforTheUniversityofVirginia’sCollegeatWise.Theyincludered,grayandblack.

Colorscanbematchedasspot(flat)colorswithprintinginks,vinyl,paint,etc.,aslongastheidentityspecificationsarefollowed(2.4.0).Theyalsocanbematchedwithprocesscomponents(cyan+magenta+yellow+black)inoffsetorinkjetprinting.

Inprinting,eachCollegecolorcanbespecifiedas a Pantonenumberforspot-colorreproductionorasaprocess(four-color)formula.

Spot Color

Inprinting,amethodofdescribingandreproducingcolorusingformulastocreateinksofflatconsistency.

ThemostuniversalsystemavailableisthePantone®system.(Pantone®andthePantoneMatchingSystem®aretrademarksofPantone,Inc.,andnoclaimismadethatthecolorsrepresentedinthispublicationareequivalenttotheactualPantonenumbers.PleaseconsultaPantonereferenceforaccuracy.)

Process Color

Inprinting,amethodofdescribingandreproducingcolorusingtheCMYKmodel.

Awiderangeofcolorisachievedopticallybysuperimposingmicroscopicdotstructures(halftonepercentages)ofeachcomponentink.Processcolorformulascanreliablyapproximatespecificspotcolors.

CMYK Color

Anestablishedcolormodelthatdescribesandreproducescolorusingthreeprimarycomponents,cyan(C),magenta(M),yellow(Y),plusblack(K).Itisthebasisformostfour-colorprocessprintingandinkjettechnology.

RGB Color

Thecolormodelusedbycomputerdisplaymonitors.Asmanyas16.7millioncolorscanberepresentedon-screenusingthethreecomponentcolorsRed(R),Green(G)andBlue(B).RGBcolorisbasedoncoloredlightandiscalledadditivecolorbecauseaddingallthreecolorstogethercreateswhitelight.Whenthecolorsoverlap,theycreatecyan,magentaandyellow.CMYKcolorsareconvertedtoRGBforon-screenrepresentation.Additivecolorsarealwaysusedforvideoandtheatricallighting.

Additive and Subtractive Color

Colorseparationsarecreatedbyshootingorscanninganimagethroughfiltersofadditivecolors(RGB)togenerateasimulatedtonalrange(halftonedotstructure)ofsubtractivecolors(CMYK).

Web-safe Color

The216RGBcolorscommontoboththeWindowsandMacOScolorpalettes.UseofWeb-safecolorsyieldsmorepredictableresultsacrossplatformsandbrowsers.

2.5.0

SpatialRelationships

Predominance of Flush Left / Ragged Right

Area of Respect

Spatial Relationships

TheCollegeisamoderninstitutionfirmlyrootedintradition.Thespatialaspectsofgraphicdesignandpagelayoutshouldsupportthisperception.Theprimaryuseofflushleft/raggedrightshouldpredominateovermoreeccentrictwo-dimensionalstructures.Centeredalignmentcanbeusedjudiciouslyforamoreformalimpression.Theuseof

invisible,underlyinggridsisencouragedtoprovideanorderedtone.

Itisalwaysrequired,whenselectingfromtheauthorizedvocabularyofelements,tohonortheinternalspatialrelationshipswithinthedesign.Theuserisalsourgedtopreservean“areaofrespect”aroundtheidentifyingelement.NootherpartofalayoutshouldcrowdtheCollegename.

STRONG SPATIAL RELATIONSHIPS

Aunifyingflush-leftalignmentandcontrastinintervalsofverticalspacing(leading)createadecisiveactivationoftheavailabletwo-dimensionalspaceandafinishedsenseoforder.TheLogomarkhastherequired“areaofrespect.”

POOR SPATIAL RELATIONSHIPS

Lackofaunifyingstructuralalignmentandindecisiveuseofspacecontributestoanunfinished,disorganizedlookthatdiminishestheinstitutionalpresence.TheLogomarkiscrowdedbytheproximityofthetypographyaboveit.

Jefferson Lounge

Today’s Discussion Group:

GeorgianArchitectureinColonialAmerica

Jefferson Lounge

Today’s Discussion Group:

GeorgianArchitecture

inColonialAmerica

2.6.0

Editorial Style

Overview

Recommended manual of style

Proper style for the name

Editorial Style

Animportantcomponentofinstitutionalidentityisthestyleusedtopresentwordsinpublications.OuraudiencesdeservetohaveinformationaboutUVa-Wisepresentedinaconsistentmanner,includingpunctuation,spellingandusage.Itmakesourmessageclearer.

Likemostcollegepublicrelationsoffices,theOfficeofCollegeRelationsatUVa-WiseadherestotheAssociatedPressStylebookwhenwritingpressreleasesandcreatingprintedmaterials.TheAssociatedPressStylebookfollowstheWebster’sNewInternationalDictionary.AcopyoftheAPStylebookmaybepurchasedinthecampusbookstore.

ExemptionsfromAssociatedPressstyleincludescholarlypapersorworksproducedbyCollegeemployeesforexternalorganizations,instructional(i.e.,classroom)materials,grantapplicationsandpublicationsproducedbyapprovedstudentorganizations.

Proper Capitalization and Punctuation for the Name

Whenusingthenameintext,itisnecessarytoclearlyestablishtheidentityoftheinstitutionbyusingthefullnameinthefirstinstance.Thefullinstitutionalnameusesstandardinitialcapitalizationwiththeprepositions“of”and“at”inlowercase.ItistherequirededitorialstyleoftheCollegetocapitalizetheword“The”inthenameatalltimes,evenwhenitappearswithinasentence.

Whengeneratingthenameelectronicallyfromthedesktoporastypesettext,besuretousethekeyboardcombinationthatprintsatrueapostrophefor“Virginia’s.”Thecharactershownasanapostropheonastandardkeyboardsometimesprintsasa“prime.”

Aprimeisvertical(');anapostrophe,likeasingleclosequotationmark,isslantedorcurled(’).

Intext,theabbreviatedformofthenameispermissibleforsecondorsubsequentreference.However,theabbreviationmustappearasfollowsintypesettext:The“a”inthetwo-charactercodeforVirginiashouldbealowercaseletter,notafull-sizecapitalletter(uppercase),followedbyahyphen(notadash).ThisisthepreferredstyleoftheUniversityofVirginia(althoughthisdoesnotconformtothetypicalmanualofstyle).AhyphenisunnecessaryonlywhentheofficialLogomarkisused.

Thiscaptionisanexampleofcorrectstyle:

You will find that The University of Virginia’s College at Wise offers all the advantages you would expect at a private institution, but in a public setting. At UVa-Wise, the classes are small, the people are friendly, and the surroundings are beautiful.

REQUIRED

Forfirstreference,thenamemustalwaysappearinthisstyle:

The University of Virginia’s College at Wise

Forsecondorsubsequentreference,theabbreviationmustalwaysappearinthisstyle:

UVa-Wise

NOT ACCEPTABLE

Itisneveracceptable,whensettingthefullnameintype,tousea“prime”insteadofastandardapostrophe.

The University of Virginia's College at Wise

NOT ACCEPTABLE

UVA-Wise

University of Virginia’s College at Wise

2.6.1

Style andUsage

abbreviations

academic degrees

class year

college

comma

course titles

dates

e-mail

he/she

Style and Usage

abbreviations

Useonlystandardabbreviations.Ifanorganization,committeeordocumentisreferredtomorethanonce,usetheshortenedforminparenthesesafterthefirstfullreference.Thereafter,usetheabbreviation.

NationalAssociationofIntercollegiateAthletics(NAIA)

AnexceptiontothisruleisthenameoftheCollegewhenusedinpressmaterialsandpublicationsbytheOfficeofCollegeRelations.ItisnotrequiredtoincludetheshortenedformoftheCollege’snameinparenthesesafterthefirstfullreference. academic degrees

Donotprecedeanamewithacourtesytitleforanacademicdegreeandfollowitwiththeabbreviationforthedegreeinthesamereference.FollowingUniversitypolicy,UVa-Wiseneverprecedesanamewithacourtesytitleforanacademicdegreeunlesstheindividualisamedicaldoctor.Professors’namesareneverprecededby“Dr.”Iffollowinganamewithanacademicdegree,onlytheindividual’shighestdegreeearnedshouldbeincluded.Unlessitisnecessary,followinganindividual’snamewithanacademicdegreeshouldbeavoided. Dr.PamJonesorPamJones,M.D. ProfessorofHistoryJohnDoe orJohnDoe,professorofhistory NeverDr.JohnDoe,professorofhistory NeverJohnDoe,Ph.D. NeverJohnDoe,Ph.D.,M.S.

academic titles - see titles

class year

Alwaysprovideaclassyearwhenmentioningalumni.Classyearsshouldimmediatelyfollowthename,precededbyanapostrophecurlingawayfromthenumerals.Incasesoffemalealumniwhoarenowmarried,providethemaidenname,followedbythemarriedname,followedbytheclassyear. JohnDoe’79 NeverJohnDoe‘79 JaneSmithJones’79

college

CapitalizewhenusedbyitselfiftheshortenedversionrepresentsUVa-Wise.

TheCollegewasfoundedin1954.

comma

Usecommastoseparateelementsinaseries,butdonotputacommabeforetheconjunctioninasimpleseries. Theflagisred,whiteandblue. HewouldnominateTom,DickorHarry.Acommamaybeneededtoconcludeaseriesifitsabsencewouldchangethemeaningofasentenceorphrase.

A semicolonisneededforaseriesandbeforetheconcludingconjunctioninacomplexseriesofphrases:

ThedocumentwasapprovedbyPamJones,directorofdevelopment;TomSmith,vicechancellorforfinanceandgovernmentrelations;andJohnDoe,professorofhistory.

course titles

UsefullofficialnamesofcoursesaslistedintheUVa-WiseCatalog,followedbythecoursenumberinparentheses. PrinciplesofBiology(BIOL103)

dates

It’sMay24,2009,andMay2009.

e-mail

Lowercasee;hyphenated

he/she

Useinclusivelanguage.Donotusethegeneric“he”or“him”whenyoursubjectcouldbeeithermaleorfemale.Usethethird-personpluralorthephrase“heorshe”(not“he/she”).Donotoveruse“heorshe”or“hisorher”constructions.Ingeneral,itisbettertousepluralconstructionswhenpossible.Use“humanbeings”or“people,”not“man”or“mankind.”

Internet

Alwayscapitalized.

2.6.2

Style andUsagecontinued

italics

majors

master’s degree

months

numbers

online

phone numbers

plurals

quotation Marks

states

student-faculty ratio

time

italics

Seethe“APStylebook”entryonhistopic.Ifyouhavetoemphasizesomething,makeitbold.Don’tunderscorecopyforemphasis.

majors

Majorsarenotcapitalizedunlessnamingthetitleofaspecificprogram,orpartofapropernoun

biology BachelorofScienceinBiology English

master’s degree

Not“mastersdegree”.Alsoacceptable:“masterofarts”or“masterofscience.”Notcapitalizedunlessnamingtheactualtitleofaprogram.

Johnhasamaster’sdegreeinEnglish. Pamhasamasterofartsdegree. JackisintheMasterofSciencein OccupationalTherapyprogram.

months

Whenamonthisusedwithaspecificdate,abbreviateonlyJan.,Feb.,Aug.,Sept.,Oct.,Nov.andDec.Spelloutwhenusingalone,orwithayearalone.Whenaphraselistsonlyamonthandayear,donotseparatetheyearwithcommas.Whenaphrasereferstoamonth,dayandyear,setofftheyearwithcommas. January1972wasacoldmonth. Jan.2wasthecoldestdayofthemonth. HisbirthdayisMay8. Feb.14,1987,wasthetargetdate.

numbers

SeetheAPStylebookentry.Ingeneral:

Spelloutnumbersonethroughnine. Allagesshouldberepresentedbynumerals. Allacademiccredithoursshouldbe representedbynumerals. $22million,not$22,000,000. Spelloutnumbersthatbeginasentence; thisshouldbeavoidedifpossible.

online

Oneword,lowercased.Not“Online”or“on-line.”

phone numbers

Dropthe1prefixfromphonenumberswheretheareacodeisincluded.Donotenclosetheareacodeinparentheses. -276-555-5555or800-555-5555 -Never1-800-555-5555or(276)555-5555

plurals

Beattentivetosubject-verbagreementproblemsthatcanarisewhenpluralsareusedassubjects.Toformthepossessivecaseofpluralnounsendingin–sor–es,addonlyanapostrophe.

Twoweeks’severancepaywasavailabletosomeworkers.

quotation marks

Commasandperiodsalwaysgoinside“quotationmarks.” “Hewasn’treadytotakehisexam.” “Iamreadytotakemyexam,”Tomsaid.

semicolon - see comma

states

SeetheAPStylebookentry.Ingeneral,APabbreviationsforstatesaredifferentfromUSPSabbreviations.ExceptinnewsreleaseswhereAPstyleisfollowed,statesshouldbespelledoutcompletelyinfulltext,notabbreviated. “Va.”isthecorrectAPabbreviationfornews release “VA”isonlyforUSPSmail “Virginia”inallotheruses

student-faculty ratio

Notstudent-to-facultyratio.Theword“to”shouldbeomittedwhenthephraseornumbersprecedethewordratio.

time

It’snoon,not12noon.It’smidnight,not12midnight.It’s8p.m.,not8:00p.m.or8o’clockintheevening.It’s8-9a.m.not8a.m.-9a.m.

2.6.3

Style andUsagecontinued

titles

URLs

vice chancellor for

vice president

Web site

years

titles

Insentence/paragraphform,donotcapitalizethetitleofanyoneattheCollege,excludingtheChancellor.Usecapitalizationonlyforformaltitlesuseddirectlybeforeanindividual’sname. JohnDoe,assistantprofessorofbiology,will chairthecommittee. Thepresidentissuedastatement. VicePresidentMarySmith ChairmanJohnDoe

URLs

Noneedtoincludehttp://beforeaWebaddressinprint.Exception:linksine-mailmessagesandonactualWebpages,whichneedthisinformationtoworkproperly.

vice chancellor for

Not“vice-chancellorof.”

vice president

Neverhyphenated.

Web site

It’stwowords,with“Web”capitalized.

years

1990snot1990’s.Useanapostropheonlywhenshorteningareferencetoadecade,suchasthe’90s.Unless,ofcourse,youmeantheairtemperaturewasinthe90sthroughoutthe’90s.Also,use2009-2010,not2009-10.

2.7.0

PowerPoint Guidelines

PowerPoint Guidelines

GuidelinestofollowwhencreatingPowerPointpresentations:

1) Keep it simple.

ThemosteffectivePowerPointpresentationsaresimple.Simplicityappliestotext,graphics,backgrounds,andcharts–inshort,allcomponentsofthepresentation.

2) Use contrasting backgrounds and text.

Makeyourpresentationeasytoreadwithhighlycontrastingbackgroundandtext.

3) Choose a background that enhances.

Abusy,loudbackgrounddrawstoomuchattentionawayfromthemessage.Backgroundsshouldbesubtleandsuitedtothesubjectofthepresentation.

4) Remember that less text is more.

Ithasbeensuggestedthattherebenomorethanfivelinesoftextperscreenwitheachlinecomprisedofnotmorethanfivewords.Thelargerthefontsize,themorelegiblethetext,andthelesstextperscreen.

5) Don’t just read your PowerPoint.

PowerPointisatooldesignedtoenhancethemessage.ItshouldnotbethefocusofyourpresentationnorshouldyourpresentationbeareadingofyourPowerPointslides.UsePowerPointtoillustrate.

6) Don’t fear a blank screen.

Ascreenwithouttextorgraphicscanbeusedtodrawattentiontothespeakerforaperiodoftime.

7) Compress images outside PowerPoint.

ThismakesthePowerPointfilesizesmallerandimagesfastertoload.

8) Limit use of animations.

Movingtext,animatedgraphicsorothermovementdistractsfromthecontentandfromthepresenter.

9) Edit!

Editfromtheaudience’sperspective.Cutoutanythingthatisn’tessential.

10) Use original graphics.

RelyingonPowerPoint/Microsoft’sstandardgraphicstoomuchcanlookunprofessional.UsingyourownwilltailoryourPowerPointpresentationevenmoretoyoursubject.Imagesourcesshouldbecitedwithinslides.

Resources:

Wuorio,Jeff.“PresentingwithPowerPoint”:10dosanddon’ts”.RetrievedJune8,2006,fromhttp://www.microsoft.com/australia/smallbusiness/themes/office/article6.mspx

Baptista,Shane.“PowerPoint”Do’sandDon’ts”.RetrievedJune8,2006,fromhttp://www.uncw.edu/cte/events/fall04/pptdos&donts.ppt

Institutional Identification

Anysituationwheretheinstitutionalidentityispresentedtoaninternalorexternalaudiencethroughavisualrepresentationofthename(notincludingthetypicalappearancewithinstandardtypesettext)requirestheuseofanauthorized,pre-designedCollegeidentifier.

3.1.0

InstitutionalIdentification

Guidelines for choosing the proper element

Formal vs. informal visual situations

Choosing the Proper Element

IftheCollegenameistoappearoutsidethecontextoftypesettext,itisimportanttoselecttheappropriateversionfromtheavailablevocabularyofvisualelements.Eachcommunicationopportunitydemandsjudgment,buttheguidelinesbelowofferaframeworkfordecidingwhichelementistheproperidentificationforagivenformat.

RECOMMENDEDTheSealshouldbereservedforuseasanofficialinsignia(suchastheflagillustratedatleft),anditsapplicationmusthavetheChancellor’sapproval.SelectaWordmarkformostformats that require a marketingtone.TheWordmarkisidealforlessformalidentificationandfunctionsasastand-aloneelement(seebrochureatright).

NOT ACCEPTABLEItisneverpermissible,whenrepresentingtheinstitution,tocombineoneoftheidentifyingdesignswithatypesetnametocreatea“makeshifttrademark”thatisnotwithintheauthorizedvocabularyofelements.

THE UNIVERSITY OF VIRGINIA’S COLLEGE AT WISE

One College AvenueWise, VA 24293www.uvawise.edu

John Doe

Phone: (276) 328-0000Fax: (276) 328-0000

E-Mail: [email protected]

Administrative Assistant

Writing Across the

CurriculumProfessional

Development Series

Appalachian Writing Project

Fall 2008

THE UNIVERSITY OF VIRGINIA’S COLLEGE AT WISE

One College AvenueWise, VA 24293www.uvawise.edu

John Doe

Phone: (276) 328-0000Fax: (276) 328-0000

E-Mail: [email protected]

Administrative Assistant

The University of Virginiaís College at Wise

3.1.1

Identity Elements:Precautions

Appropriatenessin identification

Consider the pace of a sequence

Appropriateness in Identification

Whenconsideringtheuseofavisualidentityelement,thefirstquestionausermustaskis“ShouldIorshouldInotusea‘full’identifier?”Legitimatesituationsmayarisewhen“lessismore,”andthecaseismadeforrestraintinprojectingtheimageoftheinstitution.Ifasubtleeffectisdesiredandthewordingistoodirect,useoftheSymbolalonemaybethebestlevelofmeaning.Or,inthesamevein,useofaLogotypemaybeappropriatewhenastrictlyverbalmessageisthecorrectimpression.Understatementcanhaveacertainstrengthofitsown.

Arecipient-oriented,benefit-drivenstyleisrecommended,especiallyinmarketingcommunication.Conveyingtheidentityoftheinstitutionisrarelythesoleorpriorityobjective,buttherearecircumstanceswhentheidentityelementcancomprisethetotalorprimarymessage.Intheseinstances,comprehensivevisual/verbalcommunicationiscalledfor,anduseofaSeal,WordmarkorLogomarkispreferredoveruseofastrictlyvisualcomponent(aSymbol)orastrictlyverbalcomponent(aLogotype).

Inthefollowingsectionsyouwillobservethatsomeofthecolorandtonaloptionsavailable for a Symbol or Logotype are notrecommendedoravailableforuseinconjunctionwiththeothercomprehensiveidentifiers.Asubduedqualityissometimesdesirableinalimitedcomponentelementwhenusedalone.ASeal,aCrestoraLogomark,inkeepingwithitsinherentpurpose,shouldbepresentedinamorevisuallydecisive,opticallystrongmanner.

Consider the Pace of a Sequence

Pacingisoftenaninfluentialconsideration,especiallyinsequentialcommunication(multi-pagepublications,audio-visualprograms,computer-basedslidepresentations,etc.),andtherewillbesituationswhenthedesired

paceofavisualsequencesuggeststhatonlytheSymbolorLogotypewouldappearfirst.Limitedcommunicationofthistypewouldthen,logically,befollowedbya“full”identifierlaterinthesequenceorattheclosing.Thiscumulativeprocesscanbringanotherlevelofgraphicdynamismtoinstitutionalidentificationthatuseofasingleelementwouldnotadequatelyprovide.Theoptionsavailableinthissystemallowforsuchflexibility.

Sensitivitytothepaceofcommunicationisessentialingraphicdesign,and,inmattersofinstitutionalidentification,itisgenerallyadvisabletouseanidentityelementasa“closingthought”orto“signoff,”ratherthanasa“heading”or“salutation.”Thisapproachreinforcestherecipient-orientednotionthatspecificcommunicationprioritiesshouldbepresentedfirst(astheseareofconcerntothetargetaudience),andthattheidentityoftheinstitutionisproperlyasupportive,sustainingmessage.

Judgmentsshouldbemadeabouttheappropriatenessofusingalimitedversusacomprehensiveidentityelement.Anotebookcover(above)wouldlogicallyrequirefullidentification—aLogomarkinasupportingpositionwithinthedesign.Contrastthisusagewiththedesignforanathleticseatcushion(left),whichcouldbehandledinasatisfactory way with the simple use ofaSymbolonly.

Leadership SeminarSeptember30,2008

The UniversiTy of virginia’sCollege aT Wise

3.2.0

The Seal

The preferredelemet for formal or “official” institutonal identification

The Seal: A formal insignia

TheSealisthecircularconfigurationusedprimarilyformoreformalor“official”identification,andonlywithpermissionoftheChancellor.Itshouldnotappearinproximitytoanotherinstitutionalidentifier.Mountainsmustnotbeaddedtoitsdesign.

Under no circumstances should it be altered, modified, embellished or “deconstructed.”

Itisrecommendedthattheuseralwayschoosefromtheauthorizedversionsavailableaspartofthecomprehensiveidentitysystem.Ifanewcolorversionisrequiredthatwasnotpreparedaspartoftheinitialvocabularyofelements,aproperinterpretationcanbecreatedfromoneofthemasterfilesbyanexperienceddesignerwhohasreceivedadministrativeapproval.

Whenthevisualcontextisappropriate for the use of a Seal,pleaseselectanoptionfromtheauthorizedcolorversionsmadeavailable.

IntheSeal,theinstitutionalnameshouldalwaysappearagainstalightbackgroundidenticaltothe“dome,”regardlessofthebackgroundcoloroutsidethecircularborder.Caremustbetakenwhen“reversing”aSealoutofacoloredfield,inordertosafeguardtheproperfigure/groundaspect.

A Seal must always appear withthefoundingyear.UnliketheSymbol,itshouldneverappearwithmountainsinthebackground.

ThecircularborderoftheSealshouldalwaysappearwhentheSealiswithinanoveralllightbackground.IftheSealis“reversed”outofacoloredfield,thebordermaybeomitted,dependingonthebackgroundcolor.

ItisneveracceptabletousealightgrayinteriorbackgroundwhentheSealappearsagainstwhite,butonlywhenitis“reversed”outofadarkerfield.

ItisneveracceptabletotakeaSealintendedforuseonwhiteandcreatea“knockout.”Versionsareavailablethatproperlyreadagainstthedarkbackgroundcolors.

Communication Overview

ThereisnostrongersymbolicconceptthatalludesmoreeffectivelytoMr.Jefferson’seducationalidealsthantheimageof hisdesignfortheLibrary(Rotunda).Thenew,stylizedversionof thislandmarkembodiesaprogressiveoutlook,and,althoughitisavisualtreatmentuniquetoUVa-Wise,ittiestheCollegeidentitytotheUniversity.

NOT ACCEPTABLE VERSIONS

3.2.1

Authorized SealVersions

Please select from available options

Follow suggested rules of thumb regarding color

Select from available options

WhenthevisualcontextisappropriatefortheuseofaSeal,pleaseselectanoptionfromtheauthorizedcolorversionsprovidedtousersaspartofthisidentitysystem.Theoptionsdepictedbelowdonotconstitutethefullrangeavailablebutdemonstratethedegreeofflexibilitymadepossiblewithintheguidelines.

Color: Some rules of thumb

AvoidusingtheSealasared-onlydesign.The“official”natureoftheelementwouldsuggestamorereservedcolorscheme.Takecaretosafeguardtheproperfigure/groundaspectofthedesign.DonotusealightgrayinteriorwhentheSealappearsagainstawhitebackground,butonlywhenitis“reversed”outofadarkerfield.

The Seal (positive)Black on White

The Seal (positive)Black on White

The Seal (positive)Gray on White

The Seal (positive)Gray on White

The Seal (positive)Red/Black on White

The Seal (positive)Red/Black on White

The Seal (positive)Red/Gray on White

The Seal (positive)Red/Gray on White

3.3.0

The Symbol

A vital identity component that can be used alone only in special situations

The Symbol: Visual component

TheSymbolistheabstracteddesignoftherotundaandmountainsonly.Itistobeusedprimarilywithinothermorecomprehensiveconfigurations,butcanappearaloneinspecialsituations.ItshouldneverbeusedinproximitytoatypesetCollegename(3.4.2).



Whenthevisualcontextis appropriate for the useofaSymbol,pleaseselectanoptionfromtheauthorizedcolorversionsmadeavailable.

Caremustbetakenwhen“reversing”aSymboloutofacoloredfield,inordertosafeguardtheproperfigure/groundaspect.The“dome”shouldalwaysappearasa“noink”background,regardlessofthedominantbackgroundcoloroutsidetheborder.Note that there are importantdifferencesbetween“positive”and“reverse”versions.TheborderoftheSymbolshouldonlyappearinthe“reverse”version—whentheSymboliswithinanoverallbackgrounddarkerthanthe“dome.”Itisneveracceptableto


Inadditiontothenew,stylizedversionofMr.Jefferson’sLibrary(theRotunda),theSymbolcommunicatestheCollege’sgeographicregionwithanabstract

representationofthreemountains.However,sincethenameoftheinstitutiondoesnotappear,propercaremustbeusedwhendecidingthattheSymbolisanappropriateelementtouse.

NOT ACCEPTABLE

takeaSymbolintendedforuseonwhiteandcreatea“knockout.”Versionsareavailablethatproperlyreadagainstbackgroundcolors.

The Symbol Black on White

The Symbol White on Black

The Symbol Red/White on Black

The Symbol Gray on White

The Symbol White on Gray

The Symbol Black/White on Gray

The Symbol Red on White

The Symbol White on Red

NOT ACCEPTABLE


WhenthevisualcontextisappropriatefortheuseofaSymbol,pleaseselectanoptionfromtheauthorizedcolorversionsprovidedtousersaspartofthisidentitysystem.Theoptionsdepictedbelowdonotconstitutethefullrangeavailablebutdemonstratethedegreeofflexibilitymadepossiblewithintheguidelines.

Some rules of thumb

AvoidusingalightgraySymbolwithinadarkbackgroundthatwouldoverpowerit.Takecaretosafeguardtheproperfigure/groundaspectofthedesign.ItisneveracceptabletotakeaSymbolintendedforuseonwhiteandcreatea“knockout.”Notethatthereareimportantdifferencesbetween“positive”and“reverse”versions.

3.3.1

Authorized SymbolVersions


Follow suggested rules of thumb

3.4.0

TheLogomark

The preferredelement for marketing identification

The Logomark: Institutional Identifier

TheLogomarkisaconfigurationthatcombinestheSymbolwithaLogotypeaccordingtostrictspatialrelationships.ItisthepreferredinstitutionalidentifierforsituationslessformalthantheSealyetmoreformalthantheWordmark. Under no circumstances should it be altered, modified, embellished or “deconstructed.”


T U V ’ C W


PHONE (276) 328-0100

WEB ADDRESS www.uvawise.edu

ThisversionisastandardversionoftheLogomark.

ThisversionisusedforbothletterheadandbusinesscardsfortheCollege.

ThisversionisusedonCollegeenvelopes.TheCollegenameisnevertobebroken.

Itisneveracceptable to “deconstruct”aLogomarkinordertocreateanalternativeconfiguration.Always choose from the authorizedversionsavailable as part of thecomprehensiveidentitysystem.

T H E U N I V E R S I T Y O F V I R G I N I A ’ S C O L L E G E A T W I S E



TheLogomarkisacomprehensiveinstitutionalidentifier.ItmergesalltheabstractideasinherentintheSymbolwiththeuniquetypographicqualitiesoftheLogotype.TheLogomark,however,withitsmorebusiness-like,asymmetricalappearance,isintendedforsituationsthatareclearlyinthe“marketing”realm.Itiswellsuitedtothetaskofcombiningwithcontactinformationforpiecessuchasenvelopesandbusinesscards.Itsinternal

flush-lefttypographicaxiscanbereliedontoanchorittonearbyelementsandspatialformats.

KeepinmindthatthesignificantidentityperceptionsassociatedwiththeLogomarkarereinforcedordilutedbythecontextinwhichitappears.Itshouldalwaysbetreatedwithanappropriatelevelofrespect.

NOT ACCEPTABLE

The UniversiTy

of virginia’sCollege aT Wise

The UniversiTy of virginia’s

College aT Wise


3.5.0

TheWordmark

The preferredinformal element for abbreviated identification

The Wordmark: Marketing device

TheWordmarkisaconfigurationthatcombinestheSymbolwiththeapprovedinstitutionalabbreviation.Itisusedforsituationsthatcallforidentificationlessformalthanthesealandforgeneralmarketingpurposes.Itshouldneverbeusedinproximitytootheridentityelements(3.8.2).


Whenavisualmarketingcontextisappropriate for the useofaWordmark,pleaseselectanoptionfromtheauthorizedcolorversionsmadeavailable.

Itisneveracceptableto“deconstruct”aWordmarkinordertocreateanalternativeconfiguration.Alwayschoose from the authorizedversionsavailable as part of thecomprehensiveidentitysystem.

ItisneveracceptabletotakeaWordmarkintendedforuseonwhiteandcreatea“knockout.”Versionsare available that properlyreadagainstadarkbackground.


NOT ACCEPTABLE UvaWise


TheWordmarkisacomprehensiveinstitutionalidentifier,althoughitisintendedforusagelessformalthanthesealforgeneralmarketingpurposes.ItmergesalltheabstractideasinherentintheSymbolwiththeapprovedabbreviationofthename.Thetreatmentoftheabbreviationconformstotheconsistentidentitystandardsoftheprogramasa

uniquelyconfiguredtypographicelement,and,communicatessignificantidentityperceptions.TheclassicalimpressionofitscapstreatmentalludestoJeffersonianidealsbecauseitisbasedontraditionalGaramondmetaltypesoftheUniversity’sfoundingperiod.

3.5.1

AuthorizedWordmarkVersions


Follow suggested rules of thumb


WhenthevisualcontextisappropriatefortheuseofaWordmark,pleaseselectanoptionfromtheauthorizedcolorversionsprovidedtousersaspartofthisidentitysystem.Theoptionsdepictedbelowdonotconstitutethefullrangeavailable.

Some rules of thumb

IncontrasttoaLogomark,aWordmarkisappropriateforlessformalsituations.Takecaretosafeguardtheproperfigure/groundaspectofthedesign.ItisneveracceptabletotakeaWordmarkintendedforuseonwhiteandcreatea“knockout.”Notethatthereareimportantdifferencesbetween“positive”and“reverse”versions.

NOT ACCEPTABLENote to silkscreener:

This version to be used only for a dark ink impression.Dome should always appear light, and mountains shouldalways appear dark, regardless of the color scheme.

When screening a light ink, please request adifferent version of the official College crest.

REDUCE OR ENLARGE AS NECESSARY.

Use of the Crest

TheCrestisanelementnolongerpreferredforvisualidentificationoftheCollege.UseoftheCrestisnotprohibitedatthistime,butitsuseisstronglydiscouraged.It is preferable to use a WordmarkinsteadoftheCrest.


The Cavsmark: For athletics

TheCavsmarkistheconfigurationusedforrepresentingtheCollege’sathleticidentityastheHighlandCavaliers,or“Cavs.”Itisusedexclusivelyforathleticsituationsandshouldneverbeusedinproximitytootheridentityelements(3.8.2)ortorepresenttheoverallinstitution.


3.6.0

TH E U NIVERSIT Y O F VIRGIN IA S

C O LLEGE AT W ISE

NOT ACCEPTABLE


TheCavsmarkisapurelyathleticidentifierandshouldbeusedforonlythosepurposes.ItcombinestheabbreviatedformoftheCollege’sathleticidentitywithanabstractrepresentationofmountains,whichcommunicatesthegeographichomeoftheathleticteamsandtheirCollege.

Cavsmark


Precautions

Pixelation

Distortion

3.7.0

WhenusinganyidentityelementtorepresenttheCollege,theusershouldalwaysbecarefultoavoidpixelationanddistortion.

Pixelationistheresultof enlarginganidentityelementbeyonditsintendedresolution,causingindividualpixelstobevisibleandresultingina“blocky”image.Oftenthishappensif auserincludesanimagefromaWebsiteinadesignandincreasesitssize.Becauselow-resolutionimagescanstillbeviewedatsharpqualityonacomputermonitor,Webimagesareoftensavedatalowresolutiontoincreasedownloadspeedswithoutsacrificingviewingquality.Unlesstheselow-resolutionimagesareretainedattheirsavedstate,they

will“pixelate”atanylargersizeandresultinanunattractivedesign,bothinprintandonacomputermonitor.

Distortionistheresultof resizinganidentityelementwithoutretainingitsoriginalproportionof heightandwidth,oftenresultingina“stretched”or“skinny”look,dependingonthedirectionof distortion.Inmostdesignandimagingprograms,holdingtheSHIFTkeywhileresizinganidentityelementwillretaintheelement’strueproportionof heightandwidth.Consultadesignorimagingprogram’sHelpmenuorsoftwaremanualforspecificdirectionsforresizingelementswithoutdistortion.

NOT ACCEPTABLE: Examples of pixelation

NOT ACCEPTABLE: Examples of distortion

Precautions: Avoid pixelation and distortion

style guide

Documents

strategic objectives0

college community

college colors

strategic objectivesa

style guide

wiseofficial policies

program overview1