VISUAL STANDARDS GUIDE
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1 VISUAL STANDARDS GUIDE
2 CONTENTS 03 Brand Mark/Logo 09 Typography 12 Brand Extensions 12 The Seal Everything we do communicates something. Being aware, precise, and consistent will ensure the world sees the true Ursinus College. A school with a smart, spirited, student body, a fascinating history, and rich heritage. The Strongest BRANDs ARE MEMORABLE, AUTHENTIC, MEANINGFUL, DIFFERENT, AND COHESIVE. TO ACHIEVE THIS WE MUST BE DELIBERATE. Adhering to this Guide is essential to ensuring that all audiences experience ursinus in a way that strengthens our brand
3 The BRAND MARK AND SIGNATURE The Ursinus College logo consists of two elements; the brand mark and the signature which must always appear together as shown below. The official type face of Ursinus is Helvetica Neue and should be used in all publications, signage and apparel. Our logo is the center piece of how the world sees us. Our goal is to make this mark known and remembered. Everything we do with our logo directly impacts this goal. Here are the acceptable ways to use the logo: Logo Elements and Colors The Brand Mark and Signature in two colors The Brand Mark and Signature in black The Brand Mark and Signature Reversed The Brand Mark the brandmark appears in only the following colors: The Signature set in Helvetica Neue 75 bold text force justified The Signature without the Brand Mark The Brand Mark without Signature In the rare instance where available space is extrememly horizontal, the signature can run on one line as below: pms 202 & black hex # all white all black the signature appears only in the following colors: black white
4 THINGS TO NEVER DO WITH THE LOGO The hallmark of a great brand is the consitency, precision and revereance with which the logo is applied. Here are a few of the things to NEVER do: Background too Dark Don t Use all Red Don t Use all Gold Don t Rotate Scale is too Small Don t Stretch Background too Light Background too busy Don t Outline Scale is too Large Don t Use With Other Signatures Don t Crop Ursinus
5 scale and clearance Proper scale is a mark of certaintiy, of self-assuredness, history and decorum. Established, confident brands are understated. Minimum Scale =.4 inches high Using the scale of the logo to determine basic placement and clearance will insure that the logo is honored and legible. Maximum Scale = 50% of the page / frame width Clearance Height = page/frame width maximum logo width Minimum clearance =.4 and the same space should be use for the top and sides as well CLEARANCE
6 typography Typography is a core building block of an effective identity program. The character of type changes dramaticlly with letter spacing, word spacing, and leading. Care attention must be paid to how we set our type to maintain the consistency of our brand. Our official typeface is Helvetica Neue and it is the only type face that we should ever use with the exception of the web and s. Helvetica is a Neo-grotesque sans-serif typeface originally called Neue Haas Grotesk. Helvetica was developed in 1957 by Max Typographic Conciderations Only short blocks of copy such as headlines or other display copy should appear in all capitals. In most cases body copy should be set no smaller than 8pts and no larger than 12pts. Proper line length aids in legibility. An average of 10 to 14 words per line is ideal. Use shorter columns or larger type to adjust for line length. Do not kern (space) out your letters to adjust line length. Generally we do not indent but rather add a line space to mark paragraph breaks. Informatiion needs to be organized. Use headlines, sub-heads, and body copy to build typographic systems that aid the reader in finding their way through the information you are presenting. Helvetica Neue 35 Thin Display text: Headlines, sub-headlines, and pull quotes are to be set in Helvetica Neue 35 Thin and are to never set under 16pts. They can in appear black, pms 202, or pms 137 depending on the context. Only one color should be selected for each context as to maintain consistancy throughout the piece. Helvetica Neue 65 Medium Small sub-headlines, section titles, and all in paragraph bold type should be set using Helvetica Neue 65 Medium. Generally this type should never be set under 8pts or over 12pts. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Miedinger with Eduard Hoffmann at the Haas sche Schriftgiesserei. Its design was based on One of the very earliest sans-serif faces, Akzedenz-Grotesk which was designed in Setting body copy larger than pts makes it more difficult to read. Helvetica is at its most legible at 8 or 9pts when set as body copy. Serifed fonts such as Times New Roman or Garamond are most legible when set between 9-11pts for body copy. The space between lines aids in legibility more than the point size of the typeface. Helvetica Neue 45 Light All body copy in print publications, brochures, posters and signage should be set using Helvetica Neue 45 light. Generally this type should never be set under 8pts or over 12pts. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz
7 STATIONERY The Copy Center maintains a supply of college stationery, including letterhead and envelopes. Except in certain limited circumstances, department-specific stationery should not be used. 601 East Main Street Collegeville, PA phone fax Personalized printing with the Ursinus logo, including business cards, must be ordered through the Purchasing Office. Richard DiFeliciantonio Vice President, Enrollment rdifeliciantonio@ursinus.edu 601 East Main Street, Collegeville, PA office fax 601 East Main Street Collegeville, PA ursinus.edu
8 BRAND EXTENSIONS The various offices and departments of Ursinus can add a signature to the logo if needed. The following shows the typographic and scale specifications for such brand extensions. Other than Athletics no office, department, or school shall deviate from this format for brand extension. OFFICE OF ADMISSION Logo with Additional Signature Department Signature Set in Helvetica Neue 45 Light All Capitals 40% scale of the word college OFFICE OF ADMISSION OFFICE OF ADMISSION Department Signature Sits twice as far below College As College does Ursinus. All type is Left Justified Department Signature Set in Helvetica Neue 45 Light All Capitals 45% scale of the word college OFFICE OF ADMISSION
9 The College Seal The Ursinus College seal consists of a portrait of Zacharias Ursinus surrounded by Latin text and the date of the college s founding. The seal should play a limited role as an official imprimatur and occasionally as a decorative element. It may be used on official documents such as diplomas and on formal publications such as an inauguration invitation or commencement program. The seal should not be used in an informal manner in place of the logo.
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