The following USAGE GUIDELINES. to be carefully. shown as. for use on proposals and. on the web.
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1 Ohio University CAMPAIGN BRAND GUIDELINES January 4, 2012
2 Ohio University s The Promise Lives Campaign / BRAND GUIDELINES CAMPAIGN BRAND MARK & THEME The following configuration represents The Promise Lives Campaign signature brand mark and theme as a single unit. Together, the logoo mark, logoo type, and theme represent the Campaign brand in its most concise and memorable form. USAGE GUIDELINES This mark should always be used in close proximity to the words Ohio University. However, its use within close proximity to the Ohio University logo is to be carefully consideredd and monitored by Advancement t Communications. When the Campaign mark and theme appear together, they should be shown as displayed above. It is important not to change the size relationship between the two components. The logo and theme should bee enlarged or reduced in size as a single unit. This mark is for use on official letterheads, in publications, in proposals and on the web. SECONDARY IDENTIFIER A secondary identifier has been developed for use in print and web pieces to graphically demonstrate the Campaign theme. This identifier is to be used in publications or on the web in conjunction with the Campaign mark (above) and/or the words Ohio University. It is NOT to be used without one or both of these additional brand elements. 2
3 Ohio University ss The Promise Lives Campaign / BRAND GUIDELINES NAME USAGE NAME USAGE WHEN REFERRING TO THE CAMPAIGN IN TEXT: In the first or most prominent usage in each individual application, always use the Campaign s entire namee and in italics, Ohio University s The Promise Lives Campaign. In subsequentt usage in the same application, it may be referred to as the Campaign. The Promise Lives Campaign then the Campaign 3
4 Ohio University s The Promise Lives Campaign / BRAND GUIDELINES CAMPAIGN LOOK Ohio University s The Promise Lives Campaignn Brand Look is achieved through a collection of the unique visuals that ensure that our brand is instantly recognizable. Elements of our brand look include the Campaign s marks, identity colors, typography, photography, and our hallmark bricks. When combined appropriately and applied consistently, these brand elements help build and maintain a strong identity for OHIO and for the Campaign. SIGNATURE BRAND LOGO Whenever possible, the Campaign logoo should be positioned on a white, light-colored or non-cluttered background. Alternatively, it should be reversed out in white on a green or gold field. BRAND COLORS Two signature brand colors have been selectedd for the Campaign, Ohio University Green and Gold. By using these colors on all communication materials, they will become established and recognized as our own. BRAND TYPOGRAPHY Use of the approved typography fonts helps ensure the look of our printed materials remains consistent. PHOTOGRAPHY Enriching. Student-Centered. People-Focused.. Place. These words also set the tone for the look of the Campaign. Photos portraying the beauty of the campus should be combined with students actively participating in the campus environment and engaged in the classroom andd community. HALLMARK BRICKS From the bricks of Cutler Hall to the bricks that form the pathways and roadways of one of the most beautiful college campuses in America,, photography of bricks brings a sense of history and permanence to our communications. When used consistently and with subtlety, they serve as a recognizable hallmark of Ohio University. 4
5 Ohio University ss The Promise Lives Campaign / BRAND GUIDELINES CAMPAIGN COLORS PRIMARY BRAND COLOR Ohio University Greenn The primary color for the Ohio University brand is green. When possible, green should be the predominant color inn all University communications. Solid Pantone 342 Process Formula: C=97, M=33,, Y=78, K=24 RGB Formula: R=0, G=105, B= =78 Hex Value: #00694ee PRIMARY COMPLEMENTA ARY CAMPAIGN BRAND COLOR Campaign Gold In addition to the primary color, gold is used as a complementing color in the Campaign brand. Solid Pantone 8744 Processs Formula: C=38, M=51, Y=73, K= =17 RGB Formula: R=163, G=145, B=97 Hex Value: #8f6f4ff COMPLEMENTARY BRAND COLOR Ohio University Gray In addition to the primary color, gray is used as a complementing color in the Ohio University brand. Solid Pantone 404 Processs Formula: C=52, M=48, Y=55, K= =17 RGB Formula: R=119, G=111, B=103 Hex Value: #776f67 PRIMARY BASIC BRAND COLORS Both black and white may be used as a substitute if neither the primary nor secondary colors are available. The colors shown on this page and throughout this manual are not intended to match the 5 PANTONE Color Standard. Please referencee a PANTONE color guide fo or accurate representations of color. PANTONE is a registered trademark of Pantone, Inc.
6 Ohio University ss The Promise Lives Campaign / BRAND GUIDELINES CAMPAIGN COLORS PRIMARY COLORS SECONDARY COLORS PANTONE and PMS, a reference, are registered trademarks off Pantone, Inc. 6
7 Ohio University ss The Promise Lives Campaign / BRAND GUIDELINES CAMPAIGN TYPOGRAPHY Two typefaces a serif and a sans serif havee been selected as the primary identification typefaces for The Promise Lives Campaign brand. When used in conjunction with the Campaign marks, they reinforce our Brand Look. Both typefaces are suitable for a variety of communication materials. Tiempos is the primary font used for the Campaign. Berthold allows for creative flexibility and enhanced readability. Galliard and Frutiger are a permitted as substitutes. Fonts are licensed. The Tiempos and Bertholdd font families are available for both Windows and Macintosh platforms. Letters, memos, reports, and other materials created on personal computers should be developed using Tiempos Headline Light (no smaller than 10 point). Tiempos ABCDEFGH HIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz ?!&$% Berthold ABCDEFGHIJKLMNOPQRSTUVWXYzabcdefghijklmnopqrstuvwxyz ?!&$% 7
8 Ohio University s The Promise Lives Campaign / BRAND GUIDELINES CAMPAIGN STATIONERY Stationery is letterhead, envelopes, and business cards produced and used collectively. STATIONERY SET UP: The Promise Lives Campaign letterhead makes use of the signature and is to be used by all colleges, campuses, and units of the academic and administrative units of the institution. The letterhead prints in Ohio University PMS 342 Green and PMS 874 Gold on white recycled paper. Both are laser and ink jet compatible. An electronicc version of the letterhead is available. Use of this letterhead is by permission only through Advancement Communications. 8
9 Ohio University s The Promise Lives Campaign / BRAND GUIDELINES PRESENTATION SETS POWERPOINT TEMPLATES SET UP: The Ohio University The Promise Lives Campaign PowerPoint Template makes use of the Campaign signature and is availablee for use by all colleges, campuses, and units of the academic and administrative units of the institution. All are set up with a title slide and content slide. When setting up a PowerPoint presentation set, type in the Garamond or Ariel font for consistent display in presentations. See example below. 9
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