UNIVERSITY OF LA VERNE

Transcription

1 UNIVERSITY OF LA VERNE Identity Style Manual Knowledge Service Vision

2 Dear Colleagues, Over the years, has enjoyed growth and accordingly has grown into a more complex organization composed of numerous undergraduate and graduate degree programs, as well as academic and administrative departments located on central campus and regional sites. While such growth is welcome, it can also create divergent views among key audiences in the greater community about. The s visual identity externally reflects not only its style and character, but also its traditions, strengths and values. Internally, our visual identity conveys a sense of pride and commitment to a common mission. Our comprehensive visual identity will help unify and strengthen communications from the institution and its component parts by projecting a message of cohesiveness. In order to achieve a consistent identity for, I have charged the Office of Institutional Image with the responsibility of creating and maintaining an Identity Style Manual. The Identity Style Manual has been developed to ensure consistent use of the university s logo and other marks in the media and on our stationery, business cards, signage and publications. With these graphic standards, we will convey to our many audiences a single, recognizable identity and image of academic excellence that is in keeping with our mission of building a healthy environment that encompasses values orientation, community and diversity, lifelong learning and community service. I am asking the campus-wide community to adopt and follow the guidelines found in this manual. They are designed to provide you with the flexibility and guidance to achieve your department goals, while furthering the entire university s mission within the region and beyond. My thanks in advance for your support and cooperation. Sincerely, Steve Morgan President, i

3 TABLE OF CONTENTS A Message from President Stephen Morgan i Statement of Purpose Identity Style Manual Usage Trademark Statement I. GRAPHIC ELEMENTS a. The Signature b. The Logo Ratio for Vertical Logo Usage Ratio for Horizontal Logo Usage c. Signature Color d. Three-Color Logo Combination e. One-Color Logo Combination f. College of Law Logo g. Spirit Logo h. Inappropriate Logo Usage Color Noncompliance Logo Ratio Noncompliance Logo Alteration Noncompliance Logo Placement Noncompliance i. The Seal j. Positioning Statement II. ONLINE STANDARDS a. World Wide Web Pages III. STATIONERY a. Letterhead b. Business Cards IV. PUBLICATIONS a. Advertising b. Brochures c. PowerPoint Presentation Templates d. Preprinted Templates e. Newsletters f. News Releases V. CONTACT ROSTER VI. APPENDIX VII. GLOSSARY OF TERMS June 2005 ii

4 STATEMENT OF PURPOSE We trust that you share our commitment to the total quality and consistency of the s identity and image. In the event you wish to produce your own publications and communications you will be responsible for meeting certain standards of excellence. The purpose of the Identity Style Manual is to emphasize the necessity of university identification and to reinforce the advantages of using university marks of identity to clarify the university s image to key audiences and industry segments. Our coordinated family of marks, used in conjunction with consistency, applied color, photography and other elements, will provide the s visual communications with an unprecedented unity and focus. IDENTITY STYLE MANUAL USAGE The Office of Institutional Image created this manual to help those individuals who design and produce communications that represent the. The Identity Style Manual explains the proper use of s signature, logo, seal and other elements of our institutional identity system. This manual encompasses most every aspect of graphic identity including signature, logo, publications and advertisements. Of course, no guide can cover all possible situations and the Office of Institutional Image can assist you with any subject matter not addressed in this manual. If you have suggestions on items to be included in future issues of this manual please send them to the Office of Institutional Image at image@ulv.edu. We want to stress that the Office of Institutional Image must, prior to any production, approve any use of the signature, logo, and seal to ensure accuracy of the established graphic standards. TRADEMARK POLICY STATEMENT has registered or otherwise protected the names, initials, logos, symbols, insignias, trade names, service marks, and trademarks (collectively Trademarks ) of the University. The University has delegated the responsibility for maintaining, managing and licensing all merchandise, premium items and other products (referred to collectively as Products ) that bear University trademarks to the Office of Institutional Image. Products bearing those Trademarks and distributed for resale, as premiums or for any other purpose, are subject to the licensing requirements of this Policy. The mission and purpose of this Trademark Policy Statement is to: control the use of Trademarks that have come to be associated with the, protect all University Trademarks from unauthorized uses, and facilitate the process of granting authorization for legitimate internal and third-party use of University Trademarks; require that the University secures a legitimate and reasonable royalty for the use of its Trademarks that generate revenue for the University; promote the University in a consistent and uniform manner to protect the University's reputation, name and image by permitting only appropriate uses and assuring that only quality products bear the University's Trademarks, and protect the consumer from inferior products bearing University Trademarks. Any individual, organization or company wishing to use 's marks must be licensed and shall be regulated by the Office of Institutional Image. 1

5 GRAPHIC ELEMENTS The s logo has been redesigned to enhance our institutional identity. The University of La Verne logotype was formatted in such a way that it reflects our position as a 21 st century university. THE SIGNATURE The official signature of the, ULV logo and the logotype, needs to be positioned and proportioned in a specific way. Spacing and size relationship between the logo and the logotype have been carefully established so that the identity will remain consistent in all applications. THE LOGO The s name should be used with the logo. The ULV logo may be used in stand-alone applications when used as a graphic element, appearing in various forms on or within your publications. For exceptions, call the Office of Institutional Image at (909) , Ext RATIO FOR VERTICAL LOGO USAGE The ratio for vertical logo usage should always be at least 1 inch in width on all major recruitment and promotional publications and print advertisement. The minimum space that other elements should always be is 1/2 the width of the vertical sidebars of the logo. Refer to the illustration below for proper usage. Minimum space around logo: 1/2 x width of this bar RATIO FOR HORIZONTAL LOGO USAGE The ratio for horizontal logo usage should always be at least 3 inches in length on all major recruitment publications and print advertisement. The minimum space that other elements should always be is one time the width of the vertical side bar at the left side of the logo. Refer to the illustration below for proper usage. 1 Mi. 1x width of this bar 3 Mi. 2

6 SIGNATURE COLOR The logo consists of a three-color combination utilizing the Pantone Matching System (PMS). The colors are: PMS 342 (Green), PMS 021 (Orange), and Black. PMS 342 PMS 021 BLACK THREE-COLOR LOGO COMBINATION The logo may be used in a three-color combination. The vertical three-color logo with the border may be used with dark backgrounds. Refer to the illustrations below for proper usage. ONE-COLOR LOGO COMBINATION The logo may be used in a one-color combination in either black or green. The vertical one-color logo with border may be used with dark backgrounds. Refer to the illustrations below for proper usage. 3

7 COLLEGE OF LAW LOGO The College of Law logo, illustrated below, may be used in stand-alone applications when used as a graphic element, appearing in various forms on or within College of Law publications. For exceptions call the Office of Institutional Image at (909) , Ext COLLEGE OF LAW Quality by Tradition 4

8 SPIRIT LOGO The Spirit logo must always be used appropriately intact at all times. The Spirit logo may be used in a three-color combination or a one-color combination. Refer to the illustrations below for proper usage. If you have specific questions about resizing the Spirit logo for online applications please contact University Web Master at (909) Ext and/or the Office of Institutional Image at Ext The text may be removed from around the logo for web page design purposes when it is appropriate. If you have specific questions about this particular form of usage please contact University Web Master at (909) Ext and/or the Office of Institutional Image at Ext

9 INAPPROPRIATE LOGO USAGE The following are illustrations of inappropriate logo usage. We ask that when in doubt, err on the side of caution and do not modify the logo. Simply contact the Office of Institutional Image for guidance. COLOR NONCOMPLIANCE As shown in the following illustrations, the logo colors must never be altered and/or modified. BACKGROUND COLOR TWO COLOR ONE COLOR REVERSE COLOR LOGO RATIO NONCOMPLIANCE As shown in the following illustrations the ratio for both vertical and horizontal logo usage must never be misrepresented. 6

10 LOGO ALTERATION NONCOMPLIANCE As shown in the following, illustrations line(s) and/or any other mark(s) must not be added to the logo. LOGO PLACEMENT NONCOMPLIANCE As shown in the illustration, the logo is not to appear on a slant and/or any other rotation or angle. 7

11 THE SEAL The seal is an official, trademarked symbol of academic excellence and should be employed with discretion so that its significance is preserved. The Seal is appropriate when marking formal university ceremonies and on texts or documents pertaining to the academic mission of the university such as diplomas, certificates of achievement and awards for outstanding service. In every case, the seal should remind us of our educational priorities and stand for honor and rare achievement. The Office of the President and the Office of the Registrar should only use the Seal. All other uses must be approved by the University Registrar. We ask that when in doubt, err on the side of caution and do not modify the logo. Simply contact the Office of Institutional Image for guidance. POSITIONING STATEMENT is the positioning statement of the and should always be used in conjunction with the logo. The positioning statement can appear in three variations: (1) directly under the vertical logo; (2) to the right of the vertical logo; and (3) centered under the horizontal logo. Refer to the illustrations below for proper usage. In the APPENDIX section of the Identity Style Guide, please refer to Examples of Approved Advertisements for the fourth variation of appropriate use for the positioning statement. For exceptions call the Office of Institutional Image at (909) , Ext

12 ONLINE STANDARDS The Internet is a powerful, global communications forum. Almost any kind of information can be accessed immediately from virtually anywhere in the world. As the s online presence has grown, it has become increasingly important to establish guides for extending our visual identity to include online publishing. We believe adherence to ULV s graphic standards is even more critical in online documents than in printed documents. Printed pieces across campus can generally stand alone, and visual differences between them are less apparent. However, all of ULV s online information is essentially grouped into one place, readily available for immediate access. Here, visual difference between pages can be shockingly apparent. Therefore, when you create web pages, we ask that you not only follow the graphic standards, but also pay attention to what others on campus are doing. We want to achieve a universal online image for the. If you have specific questions about online standards please contact University Web Master at (909) Ext WORLD WIDE WEB PAGES The logo must appear at a minimum 1 wide in the vertical format. This format is equal to 72 pixels at the base. Usage of pixelated copies of the logo is rendered as being non-compliant to the graphic standard. Refer to the illustration below for proper usage. The logo must appear 3 inches wide in the horizontal format. This format is equal to 216 pixels. Refer to the illustration below for proper usage. When optimizing a logo for online utility, use a.jpg or.gif format. Be aware that there may be a slight shift in color values. This is moderately acceptable, however please exercise caution and discretion. An example of a common problem is the orange in the logo will become yellow as illustrated below. 9

13 The logo may not be modified, dissected, or have its essence incorporated in the web site design. The logo must remain intact. For example, do not take the Founders Hall doors and use them as an icon. The logo, when present online, must appear lucid and clean. As shown in the illustration below, there can be no jagged edges and curves, and text must be rendered smoothly. 10

14 LETTERHEAD STATIONERY The official letterhead is designed to offer flexibility while maintaining consistency. The format offers flexibility by allowing you to identify the name of your department or program at the top of the letterhead and your college at the bottom of the letterhead. BUSINESS CARDS Like the letterhead, our business cards follow stationery guidelines implemented by the University. The format offers flexibility by allowing you to include as much or as little information as your prefer with the fields provided. The style is preset. Letterhead, business cards and other stationery needs can be ordered and printed by ULV Graphics. Contact ULV Graphics at (909) , Ext PUBLICATIONS We hope that you are now familiar with our new and exciting institutional image. The following guidelines will help you to use the logo and logotype in an appropriate and effective fashion on all of your published materials, including brochures, newsletters, advertising and other printed collateral. By adhering to these guidelines we can achieve the best possible image for the. ADVERTISING Advertising serves many purposes and reaches a diverse group of audiences. The signature and logo must appear on all print media. We asked that all of your ads be reviewed by the Office of Institutional Image prior to inserting into the publication of your choice. In the APPENDIX section of the Identity Style Manual there are examples of ads that have been approved by the Office of Institutional Image. ULV Graphics can assist you with the creation and design of your ad. Contact them at (909) , Ext BROCHURES We encourage you to be creative with designing your official brochures. The signature, logo and positioning stetement must appear on the cover of the brochure with sufficient prominence. POWERPOINT PRESENTATION TEMPLATE As we continue in our efforts to be precise and persistent in delivering the message to both our internal and external constituencies, we have developed a PowerPoint Presentation template to help brand our logo and enhance our image. The PowerPoint Presentation template can be easily downloaded from the Office of Institutional Image web page at 11

15 STATIONERY (CONTINUED) PREPRINTED TEMPLATES We have a variety of preprinted four-color, 8-1/2 x 11 glossy templates to be creatively used for such things as flyers, newsletters, announcements, and agendas. The preprinted templates have a variety of themes that include business, education, law and candid campus photos. Another great feature about the preprinted templates is that you can use the reverse side to print information. The preprinted templates can be printed through your office copier, deskjet and laser printers. NEWSLETTERS The signature, logo and positioning statement should appear on the front cover of your newsletter. NEWS RELEASES The Public Relations Department is responsible for all news releases. If you have a news release, please contact the Public Relations Director at (909) , Ext

16 CONTACT ROSTER ROBERT BEEBE Assistant Director Facilities Management 1950 Third Street (909) Ext CHARLES BENTLEY Public Relations Director University Relations 1950 Third Street (909) Ext SCOTT BETANCOURT Assistant University Web Master Campus East 1950 Third Street (909) Ext SEAN CARLSON Graphic Design ULV Graphics 2284 First Street (909) Ext WILLIAM DARITY Sports Information Director Assistant Track Coach 1950 Third Street (909) Ext MARILYN DAVIES University Registrar Woody Hall 1950 Third Street (909) Ext RUSSELL EVANS Public Relations Manager University Relations 1950 Third Street (909) Ext RAFFI ZINZALIAN Sales Manager ULV Graphics 2284 First Street (909) Ext YVETTE UNDERDUE MURPH Office of Institutional Image Director of Articulation and Institutional Image 1950 Third Street Woody Hall (909) Ext JASON SMITH University Web Master Campus East 1950 Third Street (909) Ext

17 EXAMPLES OF APPROVED ADVERTISEMENTS APPENDIX Illustrated below are examples of advertisements that have been approved by the Office of Institutional Image. ULV Graphics can assist you with the creation and design of your ad. Contact them at (909) , Ext PROGRAMS FOR EDUCATION PROFESSIONALS Teaching Credential Special Emphasis School Counseling CLAD Certificate Child Development Special Education Child Life Specialist Reading COLLEGE OF EDUCATION AND ORGANIZATIONAL LEADERSHIP 1950 Third Street , Ex Celebrating more than 100 years of excellence in teacher education. Knowledge Service Vision GRADUATE PSYCHOLOGY PROGRAMS Apply to Graduate Psychology Programs Psy. D. Program in Clinical-Community Psychology Accredited by the American Psychological Association Meets California Psychologist Licensure requirements Application deadline is January 15, 2004 For additional information visit the Program home page at For questions and arrangements to visit the campus contact (909) , Extension 4179 M.S. Programs in Counseling (Celebrating Thirtieth Anniversary!) A. Marriage Family Therapy (MFT) Meets Board of Behavioral Science academic requirements for MFT licensure in California B. Concentrations General Counseling Higher Education Counseling Application Deadlines for M.S. Counseling Programs are: December 1, for Spring semester April 15, Summer semester July 1, Fall semester For additional information visit the Program home page at For questions and arrangements to visit the campus contact (909) , Extension 4478 The University of La Verne provides Extensive access to library resources Student and faculty diversity (The University is a Minority Serving Institution) Small class sizes with interdisciplinary and professionally active faculty Attractive traditional campus with convenient location to major freeways. Counseling Center for service and training MBA Your Best Investment COLLEGE OF BUSINESS & PUBLIC MANAGEMENT High Quality Accelerated MBA Programs Nine Concentrations Including: Accounting Finance Information Technology International Business Management and Leadership Marketing Supply Chain Management Managed Care Health Service Management Flexible Schedules and Small Classes Choose Online MBA, On the Ground or Combination of Both New Opportunities Are Waiting For You COLLEGE OF BUSINESS & PUBLIC MANAGEMENT* , Ex or cbpm@ulv.edu *2002 Exporter of the Year Award Knowledge Service Vision GRADUATE ADMISSIONS AND ACADEMIC SERVICES 1950 Third Street , Ext or 4503 was founded in Knowledge Service Vision 14

18 PREPRINTED TEMPLATES APPENDIX Illustrated below are six versions of the preprinted four-color, x 11 glossy templates. The preprinted templates can be ordered through ULV Graphics at (909) Ext Template 1 Template 2 Template 3 Template 4 Template 5 Template 6 15

19 BRAND The immediate image, emotion or message people experience when they think of the. BRAND EQUITY The value a consumer places on the brand. If it is trusted it will garner positive equity. If it is not credible or trusted the brand has negative equity. Brand equity is more than intrinsic value placed on the product or service; it encompasses everything that a consumer thinks, feels, and knows about a brand. BRAND IDENTITY The way a brand is expressed visually and verbally. GLOSSARY OF TERMS BRAND IMAGE The way a brand is actually perceived by its customers and constituencies. BRANDING The process by which the true character and purpose of the institution is communicated. FONT A complete assortment of UPPER and lowercase characters of one typeface. GRAPHIC IDENTITY The visual look associated with the resulting from the way graphic elements are used on publications, stationery, signs, merchandise and other items. The more consistently the elements are used, the stronger the recognition of the name and image of the institution. GRAPHIC IDENTITY SYSTEM A family of marks, typefaces, and colors used in a consistent fashion by the to identify itself and build brand recognition among its constituencies. The graphic identity system plays an important role in shaping the institutional image through its promotional and communications materials, as well as by weaving this element into the physical experience of the campus, its events and presentations. INSTITUTIONAL IMAGE Simply stated, our image is determined by the various perceptions of held by our constituents and audiences. Our audiences or customers determine our image in the marketplace. Their perceptions or impressions are shaped by a variety of factors that include: (a) the quality of the product as they understand it; (b) the way they experience through a campus visit, at a prospective student recruitment event, a telephone conversation, a brochure, a visit to our web site; (c) the way they are treated by s faculty, staff and representatives; (d) what they see that represents University of La Verne, whether the grounds themselves, our signs, our promotional materials, our products; and (e) what they hear or read about in newspapers, promotional materials, and our official web site. INTEGRATED IMAGE A brand identity program that brings unity to brand s subunits, products, or sub-brands while at the same time allowing each to maintain elements of individuality. 16

20 LOGO A stylized symbol. The symbol that identifies the as an institution. LOGOTYPE The name of set in a specified typeface and style. POSITION It is very similar to a brand. It is where our target audiences place the in their minds and the words they use to describe the institution. POSITIONING - COMPETITIVE POSITIONING Position is the act of building a valued and preferred position in the minds of our target audience. Competitive positioning is the way develops and communicates powerful and meaningful differences between our educational offerings and those of our competition. SEAL The seal is an official, trademarked symbol of academic excellence. SIGNATURE It is a specified configuration of the logo and the logotype. TRADEMARK A name, symbol, word, phrase or combination thereof, used by an institution or corporation in commerce to distinguish a product or service from those produced or sold by others. REGISTERED TRADEMARK is a trademark the U.S. Patent and Trademark Office (USPTO) has accepted and registered for a certain class of goods. Registered trademarks are identified with an. Federal registration provides additional protection against the remedies for trademark infringement. INFRINGEMENT means unauthorized use of a trademark that belongs to another, or use of a trademark so similar to that of another as to cause the likelihood of confusion in the minds of the public as to the source affiliation or sponsorship of the product or service. WORDMARK It is s name in a standardized graphic representation to identify the institution. GLOSSARY FOR PRINTING AND PRODUCTION CAMERA READY Mechanical, photographs, and art fully prepared for reproduction according to the technical requirements of the printing process being used. COPY Any written material to be used in a printed piece. PRESS PROOFS A proof made on press using the plates, ink and paper specified for the job. It also serves as a final checkpoint before the full run of the printing job begins. 17

21 UNIVERSITY OF LA VERNE Office of Institutional Image 1950 Third Street (909) , Ext To attain a downloadable copy of this manual and obtain recent updates visit: Copyright 2005