Brand Identity Standards Visual Identity Guidelines
Contents Introduction 1 University of St. Thomas Brand 2 Master Logo 4 Brand Architecture 5 Specifications 6 Colors & Typography 7 Unacceptable Usage 8 Extended Color Palette 9 University Seal 10 Celt Lion Logo 11 Brand Promotion 12 Letterhead 12 Envelopes / Business Cards 13 Website 14 Social Media 15 Collateral 16 Email Signature 17
Introduction As the University of St. Thomas connects with internal and external audiences, it becomes clear that building brand awareness is a priority. Our logo anchors the visual connection to our brand, and consistency is key to building brand recognition. The Office of Creative Services contributes to the overall visual and public image of the University through quality and cost-effective graphic design and production; maintaining consistency and high quality in appearance, content and presentation. We offer this document as a guide for consistency in communicating who we are. It is imperative to the success of our marketing and communications campaigns that all of the factors relevant to our visual identity logos, colors, fonts, dimensions, quality, voice and tone meet these standards. To ensure this success, the design and production of all advertising, print, digital and e-communications must flow through the Office of Creative Services. Office of Creative Services creativeservices@stthom.edu 713.525.3120 University of St. Thomas Visual Identity Guidelines 1
University of St. Thomas Brand The University of St. Thomas is committed to the highest ideas of academic excellence. A vibrant dialogue between faith and reason challenges our students to seek the truth boldly and confidently, and builds an ethical and moral foundation that prepares them for leadership and authentic engagement in the world and the workplace. TagLine Educating Leaders of Faith and Character 2 University of St. Thomas Visual Identity Guidelines
University of St. Thomas Brand Master Brand The UST brand is the excellence of our faculty and curriculum, a reflection of our Catholic intellectual tradition and liberal arts foundation, and our collective commitment to the dignity and fullest development of the whole person. From across the city and around the world, students are drawn to this university because of the distinctive nature of a St. Thomas education. By consistently putting forth a unified image to the public, we bring value, prominence and awareness to St. Thomas. This increased visibility helps the University prosper in recruiting, fundraising and other areas of growth. Building our brand internally is also important because the challenges of recruitment immediately become the challenges of retention. For brand consistency, we follow the model of the branded house where each academic offering, department, service or affiliation leverages the value of the University s Master Brand. Our brand is the promise we make to our constituents that distinguishes us from other universities and moves them to choose the University of St. Thomas. It is based on a commitment to, and belief in, our mission, values and distinctions. Our brand is reflected in what we do and say, what we print and proclaim, and what message we convey as an institution, and as members of the St. Thomas community. University of St. Thomas Visual Identity Guidelines 3
Master Logo Star mark and wordmark The master logo is the singular, dominant identity and projects over all other identities, extensions and initiatives. It is to be used with all communications as the visual identity of University s brand. The unique master logo, consisting of the star mark and the University of St. Thomas wordmark, has been specifically crafted as one graphic. The star mark and wordmark should always be used together. MasTer Logo MasTer Logo TagLine HousTon The UST tagline, Educating Leaders of Faith and Character, and HOUSTON are presented as lockups with the master logo. Creative Services will be responsible for overseeing day-to-day usage of the master logo in accordance with these identity guidelines. 4 University of St. Thomas Visual Identity Guidelines
Master Log Brand Architecture The brand architecture is a portfolio structure of the visual relationship of the master logo to core identities and other extensions. In most cases, a lockup is created consisting of the name beneath the master logo. > Master Logo: Cornerstone of St. Thomas visual identity and should be prominently positioned in all print and electronic communications. > Core identities: Academic departments, University offices and campus services central to the University s purpose. > Brand Extensions: Centers for Excellence and schools of study > Promotional Brands and Initiatives MasTer Logo Core identities Creative Services Brand extensions ProMoTionaL Brands and initiatives University of St. Thomas Visual Identity Guidelines 5
Master Logo Specifications The placement of the master logo should follow these specifications..25".25" reproduction of image.25" The image should be reproduced from authorized original illustrations and should not be redrawn or modified in any way. If sizing is necessary, the image must be scaled to exact horizontal and vertical proportions, with star sized a minimum horizontal measure of one inch..25" 1" W Horizontal Minimum for the Star.1875" ProTeCTed area The area surrounding the image should remain free of type or imagery, so that nothing competes with the image for the viewer s attention. It should appear no closer than one-quarter inch to the edge of the paper or to any other typography or artwork. Download: stthom.edu/logogallery.25".25".25" 1" W Horizontal Minimum for the Star.25".1875".25".25".1875" 1" W Horizontal Minimum for the Star.25" 6 University of St. Thomas Visual Identity Guidelines
Master Logo Colors & Typography CoLors The master logo should be produced in its two-color format PMS 186 (red) and Black. It is acceptable to render the logo in black in a grayscale treatment or reversed out in white when placed on a dark-colored background. Pantone 186 C Pantone Black Pantone 423 CMYK: 0.100.81.4 RGB: 255.0.0 HEX: #FF0000 CMYK: 0.0.0.100 RGB: 242.191.73 HEX: #F2BF9 CMYK: 0.0.0.44 RGB: 159.161.164 HEX: #9FA1A4 TYPograPHY Primary Typeface: The Adobe Goudy postscript font family is the preferred typeface for general use. It reflects the wordmark in the master logo. goudy standard ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz goudy italic ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz goudy BoLd ABCDEFGHIJKLMNOPQRSTUVWXY abcdefghijklmnopqrstuvwxyz goudy BoLd italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz goudy extra BoLd ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Secondary Typeface: The Helvetica font family is the preferred san serif typeface. HeLveTiCa regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HeLveTiCa LigHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HeLveTiCa oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HeLveTiCa BoLd abcdefghijklmnopqrstuvwxy abcdefghijklmnopqrstuvwxyz HeLveTiCa BoLd oblique ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz HeLveTiCa extrabold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz University of St. Thomas Visual Identity Guidelines 7
Master Logo Unacceptable Usage image WiTH other symbols The master logo should not be used with any other logo or symbolic device of the University on the same page or surface. If, however, another symbol is required, please contact the Director of Creative Services for an appropriate design. angle/scale of reproduction The logo should not be printed at an angle other than a right angle to the surface edge. Do not stretch or distort the logo. screening/overprinting TYPe Screening or overprinting type on the image is not recommended. However, creative design considerations are possible with approval. Do not place the logo over a busy or colorful background. 8 University of St. Thomas Visual Identity Guidelines
Extended Color Palette Primary and Secondary Colors The secondary color palette complements the UST primary colors, but should not be used as primary, stand-alone colors. Primary Colors PMS 186C CMYK 0-100-81-4 RGB 255-0-0 HEX #FF0000 PMS 142C CMYK 0-24-78-0 RGB 242-191-73 HEX #F2BF49 Black CMYK 0-0-0-100 RGB 0-0-0 HEX #000000 Screens or tints of these colors may be used to achieve a desired effect. The master logo should only appear in the UST logo colors or reversed to white in the primary colors when appropriate. Secondary Colors PMS 575C CMYK 36-0-53-56 RGB 72-112-53 HEX #487035 PMS 423C CMYK 0-0-0-44 RGB 159-161-164 HEX #9FA1A4 PMS 124C CMYK 0-27-100-12 RGB 254-190-16 HEX #febe10 PMS 7503C CMYK 10-15-45-28 RGB 174-160-119 HEX #ae9f76 Pantone (PMS): One-, twoand three-color (spot color). CMYK: Four-color process (full color) printing. PMS 2573C CMYK 36-50-0-0 RGB 165-135-190 HEX #a587be Neutrals PMS 5493C CMYK 46-5-14-14 RGB 118-176-189 HEX #75b0bc PMS 7446C CMYK 51-43-0-0 RGB 130-139-196 HEX #828bc4 PMS 1645C CMYK 0-56-62 RGB 245-138-100 HEX #f58a64 PMS 252C CMYK 31-66-0-0 RGB 176-111-174 HEX #b06fae RGB: For screen display. PMS 423C CMYK 22-14-18-45 PMS 7504C CMYK 17-36-52-38 University of St. Thomas Visual Identity Guidelines 9
University Seal Official Seal The official seal is a device for lending authenticity to documents that emanate from the University, especially in its corporate capacity. This seal is used primarily on diplomas and official transcripts, certificates of completion for foreign students, written agreements and contracts, honorary degrees and other official documents issued on behalf of the University. The official seal logo is the seal mark or its crest with the University of St. Thomas wordmark centered directly below it. The President is the custodian of the official seal. The offices of Admissions and Registrar are authorized to use the official seal on those documents requiring authentication and containing information drawn from the official records of those offices. Discretion as to the use of the official seal on other documents rests with the President. university seal UNIVERSITY OF ST. THOMAS Pantone 186 C Pantone 142 C CMYK: 0.100.81.4 RGB: 255.0.0 HEX: #FF0000 CMYK: 0.24.78.0 RGB: 242.191.73 HEX: #F2BF49 The colors of the University of St. Thomas are red and gold. On the seal, the golden cross of our Faith symbolizes the Divinity of Christ the King, while the background of red is the humanity of Christ. The dove and rayonnant sun in the first quarter are symbols of St. Thomas Aquinas. In the second quarter the star is for the Lone Star State and for the Mother of Christ under the title of Star of the Sea. The hyacinth in the third quarter reminds us of San Jacinto, the river and battlefield near Houston where the independence of Texas was won. The second dove in the last quarter is the symbol of St. Basil, patron of the Basilian Fathers who founded the University of St. Thomas. Thus, on the crest St. Thomas and St. Basil, Doctors of the Western and Eastern Churches, respectively, represent the universality of the Church. The motto, Crescamus in Christo, reminds us that as we advance in knowledge and wisdom, we should also grow in love and service of Christ. 10 University of St. Thomas Visual Identity Guidelines
Celtic Lion Logo Athletic Logo The Celtic Lion Logo is the official athletics logo for use by the University s athletic program and University-sanctioned sports activities and organizations. The Celtic Lion Logo should be produced as the complete rendering of the primary design. The primary design consists of the stylized icon for the lion and the stylized type for Celts and University of St. Thomas. The Celtic Lion Logo should not be used in place of the UST master logo in any academic application. Generally, the logo should not be used to promote non-athletic related activities or programs. Contact the athletic director for permission to use the logo. Where applicable, users are further encouraged to add HOUSTON as a lockup with the logo. Pantone 186 Pantone Black CMYK: 0.100.81.4 RGB: 255.0.0 HEX: #FF0000 CMYK: 0.0.0.100 RGB: 0.0.0 HEX: #000000 Download: stthom.edu/logogallery University of St. Thomas Visual Identity Guidelines 11
Brand Promotion Letterhead Offices, departments, campus units, and university centers can order University stationery through the General Office. Upon request a lockup is created consisting of the name beneath the master logo on letterhead and envelopes. 0.3164" 1.30" 1.1715" 2.35" LeTTerHead size 8.5 x 11 CoLors PMS 186 C (Red) and Black stock Technicolor 24 lb. Electric White, 25% Cotton.2685" 12 University of St. Thomas Visual Identity Guidelines
Brand Promotion Envelopes / Business Cards envelope 0.3" 1.15" size 9.5 x 4.125 (Standard #10) CoLors PMS 186 C (Red) and PMS Black stock Technicolor 24 lb. Electric White, 25% Cotton. Envelopes for use with letterhead are printed on size #10. Preprinted envelopes in other standard sizes are also available. 1.175" Addresss information is printed on the envelope flap. Business Cards 1.50" size 3.5 x 2 (Standard #10) CoLors PMS 186 Red and PMS Black 0.35" Name Title 1" Name = 10 pt. Goudy Title = 9/9 pt. Goudy stock 80 lb. White, Smooth Cover 0.20" stthom.edu Direct: Mobile: Fax: Email: 3800 Montrose Boulevard Houston, TX 77006-4626 Contact Info = 9/10 Goudy Web URL= 8/9 Goudy Bold University of St. Thomas Visual Identity Guidelines 13
Brand Promotion Website The UST website informs and educates our audiences about the University of St. Thomas through a strategic approach to communicating on the web. These audiences include prospective and current students both undergraduate and graduate, parents, alumni, donors, the media, faculty, staff and the general public. Web guidelines promote high standards and consistency both in quality and usability. Adhering to these guidelines will help users efficiently access information, serve the educational community and maintain the institutional brand. download complete Web guidelines at stthom.edu/marcom. 14 University of St. Thomas Visual Identity Guidelines
Brand Promotion Social Media The University of St. Thomas is committed to building a responsible and respectful social media community. These guidelines apply to all platforms including Facebook, Twitter, YouTube, google+, Tumbler, Instagram, WordPress, Vimeo and LinkedIn to name a few. Individuals professionally associated with the University with access to the officially-sanctioned social networks are expected to exhibit honesty, respect and integrity for the rights and property of all individuals and organizations. The guidelines may be frequently updated in keeping with the continuous changes made by social networks. Departments and organizations wishing to launch social media accounts should contact the Office of Marketing Communications. Each account must be registered through an online social media registration form. download complete social Media Procedures at stthom.edu/marcom. University of St. Thomas Visual Identity Guidelines 15
Brand Promotion Collateral To promote consistency in University communications, the Office of Creative Services offers expertise as communicators and publications specialists to produce focused and efficient print and digital collateral. Study Abroad Services include design and production of print collateral, creative for digital marketing, and graphic support for the web. Design and production considerations: Audience: How would you describe the target audience? Message: What are you trying to convey? Response: What is the call to action? Time: When must the message reach your audience to allow for an appropriate response? Cost: What is your budget? 16 University of St. Thomas Visual Identity Guidelines
Brand Promotion Email Signature Email communications promote the University s identity in the same manner as the business card and other stationery. The most identifiable component is the email signature. Marionette Mitchell Director of Creative Services University of St. Thomas-Houston 713-525-3120 Fax 713-942-3410 www.stthom.edu The University offers the following standardized signature format when sending emails to external audiences. download complete email signature guidelines at stthom.edu/marcom. University of St. Thomas Visual Identity Guidelines 17
Office of Creative Services 3800 Montrose Boulevard Houston, Texas 77006-4626 creativeservices@stthom.edu Marionette Mitchell Director of Creative Services Email: marion@stthom.edu Phone: 713.525.3120 Chris Zeglin Sr. Digital Design Manager Email: zeglinc@stthom.edu Phone: 713.942.3414