Campaign Graphics Guidelines FOR USE THROUGH JUNE 30, 2016
Table of Contents Introduction 1 Primary Identity Elements 2 Official Campaign Wordmark 3 Official Campaign Tagline 6 Official Campaign Logo 7 Proportional Relationships 8 Color 9 Typography 10 Applications 12 Templates 13 Appendix: Regional Campuses 18 If you have any questions about the usage outlined in this document or are in need of official artwork for use in commercial printing, desktop publishing, electronic presentations, or web communications, please contact: Vince McGrail Senior Director Foundation Marketing Communications mcgrail.4@osu.edu (614) 688-3097 i
Introduction BUT FOR OHIO STATE I WOULD NOT HAVE GONE TO COLLEGE, AND I NEVER WOULD HAVE STARTED MY BUSINESS. Leslie H. Wexner ( 55), founder and CEO of Limited Brands OHIO STATE HAS SHAPED WHO I AM TODAY AND WHO I WILL BECOME. Samantha J. Boch, Class of 2012 THERE IS SOMETHING MAGICAL ABOUT OHIO STATE. IT IS LIKE FAMILY AND HOME. The Honorable Robert M. Duncan ( 48, 52), retired federal judge and first African American to serve on the Ohio Supreme Court But for Ohio State: The Campaign for The Ohio State University is a $2.5 billion fundraising endeavor that is about sustaining and advancing an institution that changes lives. As Ohio s land-grant institution, Ohio State is the doorway to the American dream for its students, who learn from some of the most brilliant minds in the world. As one of the nation s most comprehensive public research universities, it also has the capacity, talent, ambition, and research agenda to discover and create solutions that have enormous impact on hundreds of millions of people. The But for Ohio State campaign will provide the resources that allow us to become an even more agile, responsive university in service to our community, our global society, and our students. But for Ohio State will enable the university to implement visionary new ideas for the student experience and to use our breadth of disciplines to tackle complex global problems related to food production and security; health and wellness; and energy and the environment. With your help, the But for Ohio State campaign will empower Ohio State to reach beyond our already high attainment and become the country s most vibrant, most engaged, most forward-thinking public institution, to the benefit of people everywhere. You and the supporting materials you create are part of this endeavor. The But for Ohio State campaign identity standards have been purposefully developed to: Optimize and expand the powerful sentiment articulated from Les Wexner when the Wexner family and the Limited Brands Foundation announced their $100 million gift to The Ohio State University in 2011. Ensure our alumni and the public receive a clear and consistent message. Aid you to development of impactful supporting communication materials. 1
Primary Identity Elements The campaign identity is made of three primary elements. In tandem, these elements create a consistent campaign image and message platform. This will make a more unified impact for the campaign. 1 OFFICIAL CAMPAIGN WORDMARK The wordmark is not an official university logo. As such, its use does not constitute proper identification of the university. The campaign logo (below) should be used in conjunction with the campaign wordmark on all materials to ensure the university is properly identified and associated with the campaign. 2 OFFICIAL CAMPAIGN LOGO For the purpose of the campaign, we have embraced the power of our brand in a form that is synonymous with the passion, pride, and belief in supporting Ohio State. This mark is to be used on all campaign materials and materials for The Ohio State University Foundation. The Foundation is approved to use this mark in this capacity. What does it mean to you? 3 OFFICIAL CAMPAIGN TAGLINE This is a personal invitation for engagement and investment in Ohio State. 2
Primary Identity Elements: Wordmark OFFICIAL CAMPAIGN WORDMARK ALWAYS USE OFFICIAL ELECTRONIC ARTWORK. THE SPACING AND POSITIONING OF THE ELEMENTS SHOULD NOT BE MODIFIED OR RECREATED FOR ANY REASON. MINIMUM SIZE MINIMUM CLEAR SPACE NEVER USE SMALLER THAN 1 1/4 WIDE (90 PIXELS) For clarity and impact, keep a clear space around campaign identity wordmark. Placing text and graphic elements too close interferes with recognizability and integrity. X DO NOT USE ELLIPSES or QUOTATION MARKS with wordmark 3
Primary Identity Elements: Wordmark OFFICIAL CAMPAIGN WORDMARK MAY APPEAR IN THE FOLLOWING MANNERS: USE IN BLACK ON WHITE BACKGROUND USE IN WHITE ON RED BACKGROUND THE WORKMARK SHOULD ALWAYS APPEAR AS BLACK OR WHITE TO ENSURE OPTIMAL CONTRAST AND LEGIBILITY. THE WORDMARK MAY BE USED ON A: WHITE BACKGROUND COLORED BACKGROUND PHOTOGRAPH FIELD REPRESENTS BACKGROUND USE IN BLACK OR WHITE ON PHOTO BACKGROUND USE IN WHITE ON GRAY BACKGROUND X DO NOT PLACE WORDMARK WITHIN ANY SHAPE X DO NOT ROTATE OR PLACE WORDMARK ON AN ANGLE INDICATES FIELD SHAPE A FIELD OF COLOR IS CONSIDERED A SHAPE WHEN ONLY THE WORDMARK APPEARS ON THE COLOR AND NO EDGES OF THE FIELD BLEED OFF EDGE OF PAGE. 4
Primary Identity Elements: Wordmark Horizontal Wordmark Although the vertical orientation of the wordmark is preferred, a horizontal version may be used when space constraints do not allow the wordmark to appear at a significant enough size or clarity. MINIMUM SIZE NEVER USE SMALLER THAN 5/16" TALL (23 PIXELS) MINIMUM CLEAR SPACE Use in Text WHEN REFERRING TO THE CAMPAIGN IN QUOTE COPY, THE QUOTE SHOULD ALWAYS APPEAR IN FONTS AS SHOWN: BUT FOR OHIO STATE I WOULD NOT HAVE GONE TO COLLEGE, AND I NEVER WOULD HAVE STARTED MY BUSINESS. - Leslie Wexner ( 55), founder and CEO of Limited Brands MINION PRO, ALL CAPS UNIVERS 45 OBLIQUE, UPPER AND LOWER CASE WHEN REFERRING TO THE CAMPAIGN IN BODY COPY: When using the campaign theme in copy, the full name of the campaign is But for Ohio State: The Campaign for The Ohio State University. The first reference of the name should always be the full name and always italicized. For subsequent references, the But for Ohio State campaign may be used. But for Ohio State IS SET IN ITALIC, THE WORD for IS NOT CAPITALIZED, AND THE WORD CAMPAIGN IS NOT ITALICIZED. 5
Primary Identity Elements: Tagline OFFICIAL CAMPAIGN TAGLINE ALWAYS USE OFFICIAL ELECTRONIC ARTWORK. THE SPACING AND POSITIONING OF THE ELEMENTS SHOULD NOT BE MODIFIED OR RECREATED FOR ANY REASON. 1 PRIMARY USAGE SHOULD APPEAR IN BLACK OR WHITE What does it mean to you? Tell us your Ohio State story below or online at www.osu.edu/butforohiostate 2 WHEN USED OVER COLOR FIELD OR PHOTO WHERE BLACK WILL NOT YIELD GOOD LEGIBILITY, THE TAGLINE SHOULD APPEAR IN WHITE. What does it mean to you? What does it mean to you? X THE TAGLINE SHOULD NOT APPEAR IN RED What does it mean to you? 6
Primary Identity Elements: Logo OFFICIAL CAMPAIGN LOGO Standard Version (Full Color) The standard version of our campaign logo should be applied most often. No additional shapes or elements should appear behind the logo. It may appear over photography providing color, contrast, and minimum clear space are followed. This mark is to be used on all campaign materials and materials for The Ohio State University Foundation. The Foundation is approved to use this mark in this capacity. MINIMUM SIZE PRINT DO NOT USE SMALLER THAN 5/8 TALL (45 PIXELS) MINIMUM CLEAR SPACE ONLINE DO NOT USE SMALLER THAN 1 TALL (72 PIXELS) The use of one-color and reverse logo alternatives should be considered an exception. Apply these alternatives for instances when a restricted number of colors inhibits the use of standard version. One-Color Logo Version Reversed Logo Version 7
Proportional Relationships When using all elements in tandem, maintain these proportional size and minimal spacing relationships whenever possible. VARIABLE SPACING BETWEEN WORDMARK AND LOGO What does it mean to you? 8
Color Color is a powerful tool to create instant impact and recognition for our campaign, when used consistently. The But for Ohio State campaign color system is based upon the core Ohio State scarlet with a corresponding set of support colors. Ohio State scarlet should be applied as often as possible and should be a dominant color on campaign materials. CORE COLOR SCARLET Pantone 200C C3 M100 Y66 K12 R187 G0 B0 HTML BB0000 SUPPORTING COLORS GRAY BLACK WHITE Pantone 429C C21 M11 Y9 K22 R153 G153 B153 HTML 999999 Pantone Process Black C0 M0 Y0 K100 R0 G0 B0 HTML 000000 White C0 M0 Y0 K0 R255 G255 B255 HTML FFFFFF NOTE: THIS COLOR SYSTEM IS THE SAME AS THE OFFICIAL CAMPAIGN LOGO COLOR SYSTEM. 9
Typography The font family to be utilized for campaign communication materials provides a range of fonts for consistency and flexibility. In consideration of the majority of communication materials and applications, the font families of Minion Pro and Univers have been carefully selected for legibility. While there are other fonts within the family range (Condensed, Ultracondensed, and Expanded), these should be used only in rare occasions and with the approval of Foundation Marketing. FONTS MAY BE OBTAINED THROUGH UNIPRINT FOR A NOMINAL CHARGE. CALL (614) 292-2000. FONT USAGE: FOR PRINT FOR WEB HEADLINE MINION MINION BODY COPY MINION UNIVERS CAPTIONS UNIVERS UNIVERS MINION PRO REGULAR MINION PRO ITALIC MINION PRO BOLD MINION PRO BOLD ITALIC MINION PRO REGULAR 10
Typography UNIVERS 45 LIGHT UNIVERS 55 ROMAN UNIVERS 55 ROMAN OBLIQUE UNIVERS 65 BOLD UNIVERS 65 BOLD OBLIQUE ALTERNATE FONT FOR BODY COPY AND CAPTIONS IN WEB APPLICATIONS: HELVETICA REGULAR HELVETICA BOLD 11
Applications BUT FOR OHIO STATE The Neil Legacy Society October 22, 2012 The Ohio State University Foundation 1480 West Lane Firstname Lastname Avenue, Columbus, OH 43221 (614) 247-5449 President Smith, Jones & Walker 123 Streetname Lane City, State May 2012 01234 We are pleased to include you as a member of The Neil Legacy Society, which recognizes you for the planned gift you ve established to benefit Ohio State. On behalf of the entire university, thank you for Dear Name, your generosity. Enclosed is a short newsletter that celebrates some This text be set in The State University Likeshould you, these brand donors hadohio Minion thoughtful Pro.a Specifically: intentions for thesetypeface, gifts, which represent vision for the future of 11 point Minion Pro regular Ohio State. Their on 14 points stories highlight of leading. the incredible If Minion Pro is unavailable, impact of philanthropy on campus.please use But for Ohio State system font Times. Specifically: 11 point Times regular on 14 points of I encourage you to mark your calendar for July 17, 2012, for the annual Neil Legacy Society recognition leading. Minion should be This applied event held on campus. possible. For moreafternoon year,whenever we are planning information on a wonderful The in the WilliamOhio Oxley Thompson State University Memorial Library typography, from 2-3:30 see the p.m. typography Our featured section speaker of is the Dr.brand Davidand Hothersall, identityan guidelines. Ohio State professor of psychology who has Teaching. of the historic planned gifts Ohio State has received. received a number of teaching honors, including the Alumni Award for Distinguished presentation, Time and Change: An Illustrated This column is His History of Ohio State, features intriguing facts inches and its left edge is 1.75 inches away and figures5.75 with stories wide from the left edge of and photos through the years. You receive your official invitation for this event the page. Itscoming right edge is 1.0 inch from the right edge of thewill in the weeks. page. The top of the letter is 3.75 inches (just below the 1/3 of the page fold line) down from the top of the page, and the Please know that we welcome you to campus any time. If you would bottom like assistance in arranging a tour of the letter/colum n is 1.75 inches or visiting from the bottom an area of special of the page. interest The to you, To Neil please paragraph contact Tammy Savage of The Legacy Society at above(614) starts247-5449. 1.75 inches fromme Contact theintop the page. the of Office of GiftThe left edge Planning of the at (614) To paragraph 292-2183 or (800) 327-7907 is 1.75 with questions inchesany from the leftyou edgehave of the page. regarding charitable estate planning. Again, thank you for your incredible generosity in support of Ohio State s future. Again, thank you for your incredible generosity in support of Ohio State s future. Sincerely, Sincerely, Jim Hoobler Jim Hoobler Director of Gift Planning SeniorSenior Director of Gift Planning The Ohio State University Foundation Gift Planning 1480 West Lane Avenue Columbus, Ohio 43221 P 614 292.2141 F 614 247.6614 giveto.osu.edu n to you? What does it mea Campaign Graphics Guidelines FOR USE THROUGH JUNE 30, 2016 12
Templates: Unit Identification The campaign materials serve dual purposes: to showcase support of the overall university and to drive engagement with the unit or program where there is the greatest affinity. To accomodate both needs, the campaign materials should utilize the official campaign logo and identify units by name within the piece. FOR STATIONERY AND SIGNATURES LAST IDENTIFICATION LEVEL IS ALWAYS SHOWN IN SCARLET, PRECEEDING LEVELS SHOULD APPEAR IN BLACK Level 1 Level 2 The Ohio State University Unit EXAMPLES: The Ohio State University Foundation The President s Club Level 1 Level 2 Level 3 The Ohio State University Unit Department/Office/Program The Ohio State University College of Arts & Sciences The Ohio State University Wexner Medical Center The Ohio State University Mansfield FOR BROCHURES, MAILERS, ETC UNIT SHOULD BE IDENTIFIED BY NAME; THE ONLY LOGO USED ON CAMPAIGN MATERIALS SHOULD BE THE CAMPAIGN LOGO. 13
Templates: Business Stationery Stationery Templates are on file at UniPrint ON STATIONARY, THE WORDMARK IS ALWAYS SHOWN IN SCARLET. THIS IS A MANAGED EXCEPTION FOR STATIONARY ONLY. The Ohio State University Foundation 1480 West Lane Avenue Columbus, Ohio 43221 BUT FOR OHIO STATE October 22, 2012 Firstname Lastname Jim Hoobler Senior Director, Gift Planning The Ohio State University Foundation 1480 West Lane Avenue Columbus, Ohio 43221-3919 Phone 614-688-0000 Fax 614-247-6614 Web giveto.osu.edu Email mcgrail.4@osu.edu President Smith, Jones & Walker 123 Streetname Lane City, State 01234 What does it mean to you? Dear Name, This text should be set in The Ohio State University brand typeface, Minion Pro. Specifically: 11 point Minion Pro regular on 14 points of leading. If Minion Pro is unavailable, please use But for Ohio State system font Times. Specifically: 11 point Times regular, on 14 points of leading. Minion should be applied whenever possible. For more information on The Ohio State University typography, see the typography section of the brand and identity guidelines. This column is 5.75 inches wide and its left edge is 1.75 inches away from the left edge of the page. Its right edge is 1.0 inch from the right edge of the page. The top of the letter is 3.75 inches (just below the 1/3 of the page fold line) down from the top of the page, and the bottom of the letter/column is 1.75 inches from the bottom of the page. The To paragraph above starts 1.75 inches from the top of the page. The left edge of the To paragraph is 1.75 inches from the left edge of the page. THE OPTION OF A BLANK BACK IS ALSO OFFERED ON BUSINESS CARDS. NO ADDITIONAL INFORMATION MAY BE PRINTED IN THIS SPACE. Again, thank you for your incredible generosity in support of Ohio State s future. Sincerely, Jim Hoobler Senior Director of Gift Planning The Ohio State University Foundation Gift Planning 1480 West Lane Avenue Columbus, Ohio 43221 P 614 292.2141 F 614 247.6614 giveto.osu.edu 14
Templates: Ads Campaign Graphics Guidelines FOR USE THROUGH JUNE 30, 2016 15
Templates: Web Page Web graphics and templates are available on the Advancement website for download 16
Let us forge one Ohio State University. Let us begin to think of ourselves as a university, not a collection of colleges hitched to a heating plant, or a detachment of departments connected by corridors. - President E. Gordon Gee, Address to Ohio State Faculty Council, October 2007 17
APPENDIX: For Regional Campuses Only MODIFIED WORDMARK To support donor confidence that regional campus gifts are directed to regional campuses, the wordmark is modified to include the regional location. This is a managed exception for Lima, Mansfield, Marion, and Newark campuses only. The same guidelines apply as noted throughout this document. LIMA MANSFIELD MARION NEWARK NEVER USE SMALLER THAN 1 1/4 WIDE (90 PIXELS) NEVER USE SMALLER THAN 5/16" TALL (23 PIXELS) 18