Visual Identity Standards

Transcription

1 1 Visual Identity Standards 1.0 Logo and visual identity Information and inquiries: University Relations

2 Visual Identity Standards 1.0 Logo and visual identity The importance of visual identity standards for the University of Calgary 1.01 Strategic framework 1.02 Distinguishing our brand 1.03 Definitions 1.04 Ceremonial marks and devices 1.05 Identifying elements 1.06 The logo 1.07 Primary and secondary logos 1.08 Logo usage People recognize us through the way we communicate. The University of Calgary must create a consistent and appropriate public image that is well-founded, trustworthy, timeless and stable. To ensure this consistency is conveyed, all faculties, units and groups are expected to conform to the graphic standards set forth in this guide in all internal and external communications including print, electronic, merchandise and signage. This document encompasses approved visual identity standards for the University of Calgary logo, fonts and colour. The University of Calgary logos are available in a range of formats to accommodate your design needs. On the following pages are examples of the approved usage guidelines. While these are official recommendations, this document will evolve as required File formats 1.10 Faculty lockups 1.11 Faculty wordmarks 1.12 Department and unit wordmarks 1.13 Relationship of faculty wordmarks to the logo 1.14 Partnerships 1.15 Colour palette 1.16 Typography 1.17 Working with layouts 1.18 Working with type 1.19 Contact information blocks

3 Strategic framework The strategic framework is the means by which we ensure the brand identity is experienced consistently and protected at every touch point. 1. Design principles and visual identity standards are part of the University of Calgary brand. Everything created for the brand ensues from them. 2. These standards further define and articulate identity standards for all brand executions containing any of the marks in this document. 3. All work done across the brand should directly leverage our identity standards and design principles. Who should use these visual identity standards? The short answer is: anyone who creates print or digital media for the University of Calgary. More specifically, they should be used by all university faculties, departments and business units, as well as all partners, agencies and other parties involved in any University of Calgary touch point. Always use the latest version of the identity standards available on the University of Calgary website. Always make sure partners, agencies and third parties have the latest version of the standards. Questions? Need files?

4 1.02 Distinguishing our brand 4 The University of Calgary is a large organization with many audiences and a number of different faculties and programs. We can be confusing and difficult to understand. Whether we are trying to secure fundraising support, market a new course or program, or announce a piece of news we are in competition for the hearts and minds of our target audiences and they are exposed to thousands of messages every day. The identity and design standards better position the University of Calgary to: 1. Maintain authenticity and build equity Both are crucial to reinforcing and increasing the relevance of the brand to our audiences. The better we represent the brand, the better we can increase mindshare and protect the brand identity from dilution. To cut through the clutter, it is essential for the University of Calgary to present a unique, memorable and easily recognizable visual identity that sets us apart. And, we must do so consistently and coherently. Our visual identity is one of our most valuable assets. We must make it as easy as possible for people to recognize information from the University of Calgary. The application of our marks is one important element in achieving that objective. The standards outlined within this document apply to all faculties, departments and business units. 2. Leverage the scale of our system across all markets As a university we have a solid reputation in place locally, nationally and internationally. Our identity and design standards provide equally exceptional and efficient means to leverage the University of Calgary brand for greater consistency and speed to market. 3. Provide consistency and quality across our system The greater our consistency and efficiencies, the stronger the connection audiences draw from all they see and hear. This creates equity in hearts and minds that helps to strengthen public perceptions of the University of Calgary. 4. Facilitate increased productivity Consistencies achieved through standards allow for longer-lasting materials and potential reuse saving time and money.

5 1.03 Definitions 5 Brand Our brand is people's perception, recognition and respect for our university. It is about what people believe to be true, why they share us with others and why they have an emotional response when they encounter us. Our brand is not a logo or our visual identity but a promise that must be nurtured, communicated, tested, consistently delivered upon and refined over time. It is developed and experienced by students, faculty, staff and perceived, believed and shared with others by our external audiences. The University of Calgary brand instills pride, awareness, confidence, goodwill, trust and support. This helps garner support, funding and participation in our ongoing success. Visual identity Our visual identity is the supporting system of graphics and design elements that make up our overall presentation to audiences. When successful it helps increase recognition and familiarity with the university where people see it, and it helps us to achieve a unique point of view. Our visual identity includes imagery, colour, typography, layout and how we tell our story through the combination of those elements. If we have a powerful visual identity it helps to differentiate from competitors, set expectations with audiences, reinforce their positive experiences with and recognition of the university, and sets a benchmark for how we present ourselves to the world every day. Logo Our logo is a visual representation of the University of Calgary identity. Its success is instant recognition made possible through a consistent and enduring presentation at every interaction with audiences. To ensure consistent usage, this document outlines proper logo usage and reproduction dependencies. It is important that all aspects of proper use be considered in the presentation of the university and that wherever the university logo is visible in any form, it is presented in a consistent manner.

6 1.04 Ceremonial marks and devices 6 Lord Lyon King of Arms at Edinburgh granted the coat of arms to the University of Calgary in The court of the Lord Lyon has the longest history of continuous authority of any in the English-speaking world. It ensures that the University of Calgary's coat of arms is absolutely unique; its use is protected by the university's own statutes as well as by the authority of the Lord Lyon. The University of Calgary's first president and vice-chancellor, H.S. Armstrong, contacted Lord Lyon shortly after the university became independent requesting that a symbol of heraldry be developed. After lengthy discussions as to what would be an acceptable coat of arms, the bull's head was approved. The selection of the bull, flags, wild rose, open books and motto was due mainly to Armstrong's own feelings as to what would represent Calgary and the university in the best possible way. As an aside, books open or closed have no tradition in heraldry and Lord Lyon made an exception by permitting the University of Calgary to have them. There has been some controversy in the past as to whether the books should be unlined and unlettered, but the original illuminated parchment signed by Lord Lyon show the books as being lined. The controversy may have started in March 1967 when the University of Calgary's first convocation was held. The finished artwork was not yet completed and Armstrong requested that a photocopy of the artwork at its then present stage be sent to Calgary from Scotland. The quality of the photocopy was probably less than accurate and the lines may have been dropped at that point.

7 7 The coat of arms The academic seal The coat of arms consists of a shield and an escroll containing the motto. The shield consists of two parts: the upper part (the chief) separated from the lower (the base) by an arched line symbolizing the Chinook arch. The ground colour of the chief is scarlet, commemorating the North West Mounted Police under whose influence Western Canada was settled. Upon this colour is a pair of open books bound in gold. Between the books is a white rose, symbolic of Alberta. The ground colour of the base is gold, indicative of golden sunshine or golden grain. Upon this is a black bull's head with red horns and crossed staves bearing red flags, reminiscent of the family logo of Lt. Col. J.F. Macleod, the NWMP officer who founded Fort Calgary. The University of Calgary academic seal is used on official documents, such as academic credentials and transcripts, as well as in the context of convocation ceremonies. It is also used in medallion format for a small collection of high-end giftware offered through the University of Calgary Bookstore. The academic seal graphic should not be used on promotional materials or apparel. Below the shield, printed on an escroll, is the university's motto, "Mo shúile togam suas" (translated as "I will lift up my eyes"), rendered in Gaelic uncial letters. The motto is a Gaelic version of Psalm 121 of the King James Bible. The scroll is white; the draped ends are red. The coat of arms is used in very limited applications, most of them ceremonial. It should not be used on promotional materials, apparel or mainstream communications.

8 8 The tartan The university has an official tartan that incorporates the University of Calgary's official colours of red and gold in its design. It was designed by Jim Odell, a University of Calgary education and fine arts graduate, and accredited in a ceremony (May 4, 2001) presided over by Duncan Paisley of Westerlea, President of the Scottish Tartans Society and director of the Register of All Publicly Known Tartans. The ceremony was both the first proper tartan accreditation ceremony held in Canada, and the first time a member of the Scottish Tartans Society visited Canada to officially accredit a tartan. Use of the tartan is limited to traditional academic ceremonies such as convocation and a small collection of high-end accessory items offered through the University of Calgary Bookstore. The tartan should not be used in general promotional materials or everyday apparel.

9 1.05 Identifying elements 9 The logo Lockup Wordmark ARTS

10 1.06 The logo 10 The University of Calgary combines the best of long-established university traditions with Calgary s frontier spirit of originality and innovation. Our logo was designed to reflect bold thinking and a connection with the origin of Calgary and its western spirit. The logo has two components: the crest and the wordmark. The crest represents and respects our historical heraldry while the more contemporary wordmark reflects our focus on the future. The University of Calgary has had a number of wordmarks, logos and trademarks in the past. This University of Calgary logo replaces and supersedes all other institutional wordmarks, logos and trademarks. Our pride in the University of Calgary s history and future possibilities is reinforced each time we use the logo on our communication tools (publications, external correspondence, garments, business cards, stationery items, websites, videos, posters, etc.). The logo cannot be altered, re-typeset or modified in any way. Any use other than the examples referenced in these standards must be approved in advance by University Relations. Crest portion Wordmark portion

11 1.07 Primary and secondary logos 11 Primary logo vertical The vertical orientation is our primary university logo. It should be used as the identifier of the university in all marketing communications, everyday business communications, apparel and merchandise. The stacked format gives prominence to our logo while balancing the elements symmetrically. Full-colour Black-only Full-colour for black background White/reverse/knock-out Do not reverse the black logo. Use the white logo at right. Secondary logo horizontal The horizontal version of the university logo is also intended for general usage and identification of the university. This side-by-side version can be used in situations where the vertical logo becomes too small in the space allowed. That might include vehicle signage, small merchandise and web banners, etc. Do not reverse the black logo. Use the white logo at right. Hint: It can be challenging to choose the right graphic for your particular background. Just remember that the bull's head should always be dark.

12 1.08 Logo usage 12 Basic guidelines The University of Calgary logo must be used prominently and in its entirety on all communication materials. A A It must be used in the exact format and proportions as stipulated in these guidelines and may not be modified in any way. The logo has specific proportions. Do not change its dimensions or orientation in any way by editing, retouching, redrawing, skewing, flipping, tilting, rotating or distorting it (see incorrect application of the logo). Do not move any of the elements of the logo into any other position, shape or size. A A The logo should be separated from other visual identifiers. It should have clear space around it, equal to or greater than the width and height of the letter A in Calgary at whatever size the logo is (see example to the right). Do not substitute other fonts or attempt to re-create the wordmark. Use only the official university colours in the logo. A A The logo is a legally protected trademark of the University of Calgary. The trademark symbol does not need to accompany it. Vertical and horizontal orientations are available for use. Download at ucalgary.ca/brand. A A Minimum clear space between adjacent graphic elements

13 13 Minimum edge spacing The minimum clear space to the edge of paper or page border must be maintained to ensure adequate white space. The logo must not be crowded or feel like it is falling off the page. The distance to any outside edge must be two times the width or height of the letter "A" in "Calgary". If the logo is in a saddlestitched publication please ensure that "page creep" does not impact the edge placement. This may require up to 1/8 of an inch of extra space to be added to the right of the logo for any right pages or additional 1/8 of an inch for left pages. A A A A Top left edge placement Top right edge placement A A A A Bottom left edge placement Bottom right edge placement

14 14 Minimum logo size To maintain the integrity of the university logo there are minimum sizes that must be respected. Letterhead, report covers, folders, viewbooks, proposals, brochures and pamphlets, etc. 0.5" minimum width 0.75" minimum width Newspaper and print advertising 0.85" minimum width 1.25" minimum width Digital and web 100 x 75 pixels 140 x 40 pixels When the logo must be applied to small spaced-constrained promotional materials such as pencils, pens and lapel pins, it is permissible to use only the wordmark part of the logo. In addition, the wordmark may be placed on one line. This is a highly restricted application and files must be requested from University Relations. It is not permissible to alter the arrangement of the graphic portion of the logo and the wordmark portion when they are used together.

15 15 Incorrect application of the full-colour logo It is critical to the perception of the University of Calgary brand that all usage and instances of the university logo maintain and promote consistent application across all media. Following are unacceptable uses the University of Calgary logo. If you have questions or concerns about the use of the logo please Do not remove any elements of the logo Do not reconfigure the logo and the wordmark Do not skew, extrude or put into perspective Do not compress or extend Do not use transparent effects Do not rotate the logo Do not substitute other fonts Do not place over complex backgrounds Do not place over solid colour backgrounds other than red, gold or black Do not use drop shadows Do not add reflections, glows or other visual effects Do not recolour the crest Do not recolour the wordmark Do not use the wordmark alone except in University Relations approved merchandise

16 1.09 File formats 16 Recommended Acceptable X Not Required Go to ucalgary.ca/brand to request and download logos. To help you decide which logo formats work best for your needs, use this chart. EPS Project Types Vinyl banners Books Business cards* Environmental graphics EPS TIFF JPG GIF PNG X X X X X EPS files are vector graphics, meaning they Journals can be resized without distortion or loss of detail. EPS files often appear to have jagged edges on screen, but produce absolutely crisp printouts. You can test this by placing your EPS file in a new document (it may appear black and jagged even if it is a colour logo) and printing a test page from your printer. To use an EPS file, you must have access to and training on the Adobe Letterhead* Stationery* Newsletters Newspapers Offset printing Posters Signage X X X X X X X X X X Creative Suite of software. Television TIFF, JPG, GIF and PNG Videos Cut vinyl logos and lettering These files are raster graphics, which means Web pages detail is composed with pixels. The image quality of raster graphics will degrade as you enlarge them or as you save them multiple times. JPG files can be used across desktop publishing software, Word and PowerPoint with one limitation; transparency. PNG is an alternative that supports transparent backgrounds. GIF files are limited to 256 colours. It is an acceptable choice for the web but not for print. Computer Program Desktop publishing Drawing programs Illustration programs Page layout Painting programs Video editing Web building (vector) Web building (pixel) Word processing *Business cards, stationery and letterhead are managed by University Relations in partnership with Project Imagine (Xerox) on campus. Do not reproduce.

17 1.10 Faculty lockups 17 Faculty lockups extend our visual identity system. The following lockups are bound units that have specific uses. They should not be reconfigured or manipulated. The names of the faculties must always appear in uppercase. Given its mandate and charter, Continuing Education is included in this collection. UNIVERSITY OF CALGARY NURSING UNIVERSITY OF CALGARY SCIENCE UNIVERSITY OF CALGARY KINESIOLOGY UNIVERSITY OF CALGARY VETERINARY MEDICINE Note: the Schulich School of Engineering is a special case. Please refer to chapter 23.0.

18 18 Department and unit lockups Faculties, departments and units are defined within a typographical hierarchy. Faculties, named schools and Continuing Education are expressed in all caps only. No other university units may use all caps. Academic departments within faculties are expressed in upper and lower case to define their hierarchy within a faculty. Offices and administrative units are set as upper and lower case. Departments and other business units are set as upper and lower case.

19 19 One university family Our strategic objective is to represent all entities within the university as part of a single, united family. The majority of the time, the only graphic necessary to represent our activities is the primary University of Calgary logo. Faculty and department/unit lockups are available for use in select situations where it becomes critical to isolate the structural entity. When to use or not use a faculty or department/unit sub-brand NO YES Letterhead (print or digital): use university letterhead with customized return address block Partnerships between the specific faculty and another discipline-specific entity (e.g. the Faculty of Kinesiology and Be Fit for Life) Envelopes: use university letterhead with customized return address block Discipline-specific conference presence/promotions (e.g. the Department of Physics and the World Congress of Physicists) Business cards: use university standard with customized content for personal affiliation Team merchandise/certificates/giftware (e.g. coffee mugs or training completion certificates for the Office of Sustainability) Web site: use university crest and standard templates with navigation/ header text to reflect faculty Direct, specific recognition (e.g. visual profile on a display board in a discipline-related clinic or gallery) As one of multiple campus entities sponsoring/supporting an event: use primary logo with text identifiers for all involved entities As context for very specific initiatives (e.g. The Hotchkiss Brain Institute is connected to the Faculty of Medicine) Community-facing programs (e.g. Continuing Education, summer camps etc.): use the university logo and explain the organization in supporting text On internal function- or discipline-specific documentation (e.g. training handbook for the Department of Geography, Faculty of Arts, course outlines for the Haskayne School of Business)

20 1.11 Faculty wordmarks 20 The refreshed visual identity encourages a more open approach to identifying academic and administrative units in relationship with the university logo. In addition to faculty and department lockups we encourage use of unit identities, also called "wordmarks "in marketing communications and design. As noted in the previous pages, there are guidelines for the placement of the university logo on its own. That placement and the placement of unit wordmarks must be carefully considered and depends on the objective of the communication and message being delivered. These wordmarks are available on request at brand@ucalgary.ca and include single-line, two-line left-, two-line right-, and two-line centre aligned versions as indicated. Do not recreate or typeset these on your own. Never use wordmarks without the university logo in close proximity. For more information on working with wordmarks and the university logo see page 25. Single-line ARTS CUMMING SCHOOL OF MEDICINE WERKLUND SCHOOL OF EDUCATION NURSING ENVIRONMENTAL DESIGN SCIENCE GRADUATE STUDIES SOCIAL WORK KINESIOLOGY VETERINARY MEDICINE LAW CONTINUING EDUCATION HASKAYNE SCHOOL OF BUSINESS SCHULICH SCHOOL OF ENGINEERING

21 Two-line left aligned 21 FACULTY OF ARTS CUMMING SCHOOL OF MEDICINE WERKLUND SCHOOL OF EDUCATION NURSING ENVIRONMENTAL DESIGN SCIENCE GRADUATE STUDIES SOCIAL WORK KINESIOLOGY VETERINARY MEDICINE FACULTY OF LAW CONTINUING EDUCATION HASKAYNE SCHOOL OF BUSINESS SCHULICH SCHOOL OF ENGINEERING

22 Two-line right alignment 22 FACULTY OF ARTS CUMMING SCHOOL OF MEDICINE WERKLUND SCHOOL OF EDUCATION NURSING ENVIRONMENTAL DESIGN SCIENCE GRADUATE STUDIES SOCIAL WORK KINESIOLOGY VETERINARY MEDICINE FACULTY OF LAW CONTINUING EDUCATION HASKAYNE SCHOOL OF BUSINESS SCHULICH SCHOOL OF ENGINEERING

23 Two-line centre aligned 23 FACULTY OF ARTS CUMMING SCHOOL OF MEDICINE WERKLUND SCHOOL OF EDUCATION NURSING ENVIRONMENTAL DESIGN SCIENCE GRADUATE STUDIES SOCIAL WORK KINESIOLOGY VETERINARY MEDICINE FACULTY OF LAW CONTINUING EDUCATION HASKAYNE SCHOOL OF BUSINESS SCHULICH SCHOOL OF ENGINEERING

24 1.12 Department and unit wordmarks 24 Departments and units are treated similarly to faculties except in upper and lower case. Wordmarks can be placed on a single line on two lines or, if long, three lines. They can also be left-, right-, or centre aligned depending on the intended use. Department and business unit wordmarks are available from University Relations. Do not create these wordmarks on your own. Contact University Relations to have one created for you. Following are a few examples of department and unit wordmarks. Never use wordmarks without the university logo in close proximity. For more information on working with wordmarks and the university logo see page 25. Single-line Multi-line left alignment Multi-line right alignment Multi-line centre alignment SCIENCE Department of Geoscience FACULTY OF SCIENCE Department of Geoscience FACULTY OF SCIENCE Department of Geoscience FACULTY OF SCIENCE Department of Geoscience Department of Geoscience Department of Geoscience Department of Geoscience Department of Geoscience Office of the Provost Office of the Provost Office of the Provost Office of the Provost Taylor Institute for Teaching and Learning Taylor Institute for Teaching and Learning Taylor Institute for Teaching and Learning Taylor Institute for Teaching and Learning Parking and Transportation Parking and Transportation Parking and Transportation Parking and Transportation

25 1.13 Relationship of faculty wordmarks to the logo 25 Following are guidelines on how best to orient faculty wordmarks with the university logo. Wordmarks must always appear with the university logo and never by themselves. Alignment for documents For viewbook covers, reports, brochures etc. the logo is positioned right or left. The top of "Faculty" must align with the top of the "University of" and the bottom of "Faculty" must align to the top of the "A" in Calgary. NURSING Alignment for stationery For letterheads and forms the logo is positioned left with faculty wordmark and address block right-aligned and aligning with the top points of the university logo. Do not align to the top of the curve. If possible, align the last line to the baseline of "Calgary". NURSING Address line one Calgary, AB xxx xxx CANADA ucalgary.ca Minimum horizontal spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark name must be set in Gotham Bold and be positioned to align at the top "University of" in the logo. The wordmark must appear at least two or more widths of "University of" away from the logo. NURSING Minimum vertical spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark name must be set in Gotham Bold and be positioned to align with the left or right of "University of" in the logo or with the centre of the logo. The wordmark must appear at least two or more heights of the logo away from the logo. NURSING NURSING NURSING

26 Relationship of faculty to academic department with the logo 26 Following are guidelines on how best to orient faculty and department wordmarks with the university logo. Wordmarks must always appear with the university logo and never by themselves. Alignment for documents For department reports and other uses, the logo is positioned right or left. The top of "Faculty" must align with the top of the "University of" and the bottom of "Department" must align to the bottom of the "A" in Calgary. SCIENCE Department of Geoscience Alignment for stationery For letterheads and forms the logo is positioned left with faculty wordmark and address block right-aligned and aligning with the top points of the university logo. Do not align to the top of the curve. If possible, align the last line to the baseline of "Calgary". SCIENCE Department of Geoscience Address line one Calgary, AB xxx xxx CANADA ucalgary.ca Minimum horizontal spacing The height of the faculty and department wordmark in relationship to the logo can be no smaller than the top of "University of" and the bottom of "Calgary". The wordmark must appear at least two or more widths of "University of" away from the logo. The department name must be set in Gotham Book. SCIENCE Department of Geoscience Minimum vertical spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark name must be set in Gotham Bold and the department name must be set in Gotham Book. It must be positioned to align with the left or right of "University of" in the logo or with the centre of the logo. The wordmark must appear at least two or more heights of the logo away from the logo. SCIENCE Department of Geoscience SCIENCE Department of Geoscience SCIENCE Department of Geoscience

27 Relationship of department and unit wordmarks to the logo 27 Following are guidelines on how best to orient non-academic departments and unit wordmarks with the university logo. Wordmarks must always appear with the university logo and never by themselves. Alignment for documents For documents, reports, etc. the logo is positioned right or left. The top of the wordmark must align with the top of the "University of" and the bottom of the wordmark must align to the top of the "A" in Calgary. Parking and Transportation Alignment for stationery For letterheads and forms the logo is positioned left with the wordmark and address block right-aligned and aligning with the top points of the university logo. Do not align to the top of the curve. If possible, align the last line to the baseline of "Calgary". Parking and Transportation Address line one Calgary, AB xxx xxx CANADA ucalgary.ca Minimum horizontal spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark must be positioned to align at the top "University of" in the logo. The wordmark must appear at least two widths of "University of" away from the logo. Parking and Transportation Minimum vertical spacing The height of the wordmark in relationship to the logo can be no smaller than the top of "University of" and the top of "Calgary". The wordmark must be positioned to align with the left or right of "University of" in the logo or with the centre of the logo. The wordmark must appear at least two or more heights of the logo away from the logo. Parking and Transportation Parking and Transportation Parking and Transportation

28 1.14 Partnerships 28 When the university is presented in partnership with other organizations, it is important to understand the nature of the agreement and whether or not it is an equal partnership. Following are examples of how the university must be represented with other parties. Equal Partnerships The minimum buffer space for each logo must be double the measure of the width of the capital "A" in "Calgary". Logos cannot be placed next to each other closer than the minimum allowed distance. When grouping logos, request a partner logo that is in a vertical or horizontal orientation that best matches our logo. Ensure the partner logo is the same height as the university logo. Always place the university logo to the right of one or more partner logos. For multiple equal partnerships, ensure minimum space between each. Place a 0.5 point black line between the two logos centred on the minimum spacing as indicated below. Partnerships in which the university is lead When the university is in partnership with other organizations but is the lead of the initiative, the partner logos must be a maximum of 70 per cent of the vertical height of the university logo. Logos must be placed at the minimum allowable spacing referenced above. Place a vertical line between the double minimum spacing to separate our logo visually from others. A single vertical line centred on the minimum clear space may be placed between the university logo and the others.

29 1.15 Colour palette The university colour palette includes primary, secondary and accent colours. Primary colours are the red and gold in our logo. Secondary colours enable a rich expression of who we are by extending the colour spectrum between red and gold. Accent colours are intended to be used in limited amounts so as not to dominate primary and secondary colours. They are reserved for specific uses. 29 Definitions PMS485 PMS The Pantone Matching System is a printing industry standard for specification for ink colour. The system is available to designers through design software such as Adobe InDesign, Photoshop and Illustrator. Each colour is assigned a number to ensure accurate printing of colour in the offset printing process. Pantone inks are produced by combining pure pigment inks and are not combined to create other colours. C5 M98 Y100 K0 CMYK This acronym stands for cyan, magenta, yellow and black. It is also known as process colour. Process colour is produced by combining varying amounts of cyan, magenta, yellow and back. Colour is specified in one per cent increments and combined across the four colours. R227 G39 B38 RGB This acronym stands for red, green and blue. RGB is the standard used in web and television applications. It is based on light and a combination of the three colours to create the full colour spectrum. Specific colours are represented by a combination of levels of the three colours. #CC0000 Hex Hex colours are specified for use on the web and in digital spaces. The colour spectrum is represented by a three-byte hexadecimal standard and represents a combination of red, green or blue colour components used in HTML, CSS and other programming languages.

30 30 Primary, secondary, neutral and restricted-use colours Primary colours: Secondary colours: RED GOLD ORANGE DARK ORANGE BURGUNDY DARK BROWN Process: C5 M98 Y100 K0 Process: C0 M18 Y100 K0 Process: C0 M42 Y100 K0 Process: C0 M70 Y100 K0 Process: C21 M100 Y90 K10 Process: C36 M78 Y80 K43 RGB: R227 G39 B38 RGB: R255 G210 B0 RGB: R251 G176 B49 RGB: R244 G124 B0 RGB: R175 G38 B38 RGB: R109 G51 B33 Pantone: PMS 485 Pantone: PMS 116 Pantone: PMS 137 Pantone: PMS 1505 Pantone: PMS 1805 Pantone: PMS 175 Hex: #e30c00 Hex: #ffcc00 Hex: #fca311 Hex: #f47c00 Hex: #af2626 Hex: # The secondary colour palette was developed as a key differentiator for the University of Calgary. This is an opportunity to own a vibrant and warm portion of the spectrum between gold and red. The primary palette must always be represented in conjunction with all secondary colours. Warm Greys: Accent colours: WARM GREY 2 WARM GREY 8 BLACK WHITE RUBINE RED GREEN Process: C20 M20 Y23 K0 Process: C45 M43 Y48 K7 Process: C0 M0 Y0 K100 Process: C0 M0 Y0 K0 Process: C11 M100 Y52 K0 Process: C34 M13 Y100 K0 RGB: R221 G209 B193 RGB: R150 G137 B122 RGB: R35 G31 B32 RGB: R255 G255 B255 RGB: R213 G45 B35 RGB: R181 G190 B53 Pantone: Warm Grey 2 Pantone: Warm Grey 8 Pantone: Black Pantone: None Pantone: Rubine Red Pantone: PMS 390 Hex: #c4c3bb Hex: #8d827a Hex: # Hex: #ffffff Hex: #d81d5a Hex: #b5be35 Warm greys are intended to be used as neutral backgrounds for text areas, call-outs and titles. They work best with one secondary colour and present a more sophisticated look and feel to publications and print collateral. These greys are considered to be warm as they orient more to our secondary palette and do not have a blue tint. If you are interested in using rubine red or green in print or digital applications please contact University Relations at brand@ucalgary.ca. Metallic colours: GOLD Pantone: PMS872 SILVER Pantone: PM877 Metallic colours are used in special applications such as convocation programs. We do also consider foils and other materials that add metallic and opalescent effects to print.

31 31 Limited colour applications The university logo is available in white and black for limited-colour applications. These single-colour logos are to be used in specific ways as outlined below. Key concepts to consider include edge placement, contrast, colour background and colour density. Contrast The following tiles present the logo and background relationships that provide the greatest contrast. A number of secondary colours can be used behind the white or black version of the logo. Colour background The white or black logo should only be used over the colour backgrounds shown below. Avoid placing the logo over any other colours. There are some exceptions for merchandise applications. brand@ucalgary.ca for clarification if needed. Colour density When placing the black logo over a colour background please ensure that the black overprints the underlying colour. Approved backgrounds for white logos PMS485 Black Warm Grey 8 PMS137 PMS1505 PMS1805 PMS175 Approved backgrounds for black logos PMS116 White Warm Grey 2 PMS137 PMS1505

32 1.16 Typography 32 The following page contains the fonts to be used in all University of Calgary marketing and communications applications. Primary fonts: sans serif The following are flagship typefaces for the university and are designated for all marketing and communications collateral that will be seen by internal and external audiences. Because of licensing restrictions, it is not expected that these fonts be used for everyday business documents or presentations. Please substitute Calibri for everyday use. Gotham Bold Use for: Subheads Headlines Emphasis in body copy Pull quotes Type as a graphic element ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Book Use for: Secondary subheads Body copy Charts and tables Type as a graphic element ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Bold Italic Use for: Emphasis in body copy Pull quotes ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Book Italic Use for: Subheads Headlines Emphasis in body copy Pull quotes ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

33 33 Gotham Ultra ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Medium ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Thin ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

34 34 Secondary fonts: sans serif (cont'd) Gotham Ultra Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Medium Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Light Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Gotham Thin Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

35 35 Secondary Fonts: Serif The Georgia family is to be used where long amounts of copy require the reader to read in detail and at length. Georgia enables the reader to spend time with content whether on paper, tablet or e-reader. It can be used for headlines or subheads when a more formal presentation is required. Georgia is part of most Windows and Macintosh operating systems and is often the default serif font for Word and PowerPoint. It can be used for everyday purposes without special licensing. Georgia Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz Georgia Bold Italic ABCDEFGHIJKLMNOPQRSTVUWXYZ abcdefghijklmnopqrstuvwxyz Georgia Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

36 36 Default Fonts (Word, Excel and PowerPoint) Calibri is a clean and modern font and is available almost universally on PCs and Macs. It is intended to be used commonly in favour of Gotham, which is reserved for marketing and communications publication. Our default serif font is Georgia and it is also almost universally available on PCs and Macs. Calibri Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz Calibri Book ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz Calibri Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz Calibri Book Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstvwxyz

37 37 Other Fonts University Relations uses the full Gotham font family in marketing and communications collateral. This includes Gotham Narrow and Gotham Extra Narrow. If you have an application that you feel would benefit from these more condensed fonts, contact University Relations at Web Fonts The University of Calgary uses Proxima Nova as the web font for all ucalgary.ca websites. Proxima Nova is similar in appearance to Gotham and enables a consistent presentation of our brand in the digital space. Proxima Nova Bold Proxima Nova Regular

38 1.17 Working with layouts 38 Spacing and page layout When designing layouts, ensure that the integrity of the page is based on consistent relationships. Spacing between blocks of information and visual content should be based on common units or grids. If not, the page will look sloppy. The following example demonstrates how consistent spacing stabilizes the elements of page layouts. Lorem ipsum dolor sit amet consectetur. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus consectetur enim a nunc rutrum, aliquet accumsan nulla cursus. Suspendisse scelerisque varius augue, et male da magna mattis aliquam. Select a unit of measure based on the size and proportion of elements in your layout. Double, reduce by half and use other multiples to add structure to your layouts. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus consectetur enim a nunc rutrum, aliquet accumsan nulla cursus. Suspendisse scelerisque varius augue, et male da magna mattis aliquam. Cras quis pellentesque sem. tur consectetur ante nisi, quis commctenunc rutrum, aliquet accumsan nulla cursus. Suspen disse scelerisque varius augue, et male da magna mattis aliquam.

39 39 Faculty and department typography (formal hierarchy) SCIENCE SCIENCE Image, colour or graphic New directions in geothermal power generation Image, colour or graphic Image, colour or graphic SCIENCE Department of Geoscience Department of Geoscience Department of Geoscience New directions in geothermal power generation Example 1: The formal faculty and department wordmark is spaced the minimum of two logo widths from the university logo. The title of the document is set in Gotham Book or Light to suit the scale and design of the page. Titling is set at 1:1 (e.g. 30/30 pts). Ensure sufficient contrast of type to background for optimal viewing. Example 2: If the department or unit is the focus of the communication it can be set away from the faculty name and in Gotham Book or Light. The name of the department can be placed on a single line or be stacked. If stacked, always place 'of' on the second line. The department name should be set at 1:1 (e.g. 30/30 pts). Example 3: There may also be opportunities to highlight titles and messages and closely associate them with departments or other units. This more complex hierarchy is anchored by the faculty name and logo but flexibility is given to the department or unit and the key message. A formal hierarchy consists of a direct relationship between faculty and logo as presented above.

40 40 Faculty and department typography (informal hierarchy) SCIENCE Image, colour or graphic Image, colour or graphic FACULTY OF SCIENCE New directions in geothermal power generation Annual Report 2013 Image, colour or graphic DISCOVERYFEST13 SCIENCE Example 1: The faculty name must always be set in Gotham Bold. In this example it is placed diagonally from the logo, anchoring both on the page and enabling a maximum amount of space for messaging and imagery. The faculty wordmark must be tracked out at 100 ems and have minimum clear space of the height of its uppercase letters above and below as illustrated. Example 2: The faculty can be supersized to be the sole focus of the design. It must be tracked out at 100 ems and be placed diagonally from the logo. The faculty name can be knocked out in white or be black and must provide optimal contrast with the background for easy reading. The faculty name must always be set in Gotham Bold. Example 3: An event or promotion can lead the communication while associating the faculty wordmark in close proximity. In the example above, the event is tied closely to the faculty with the logo being presented as the over-arching anchor. The initiative can be set in Gotham Book or Gotham Light. An informal hierarchy consists of an indirect relationship between faculty and logo as presented above.

41 1.18 Using type 41 Key concepts Our visual identity system accommodates creativity and flexibility. Beyond basic faculty sub-brand logos we encourage visual design using type. Typography can make or break collateral depending on how it is approached. The elements of good typographic design include: Scale The scale of faculty, department and business unit wordmarks is dependent on the size of the university logo. At minimum it has a specific size and relationship outlined on page 25. When wordmarks and key messages need to stand out, they can be scaled and font weights modified while respecting the university logo and its need for stability and prominence within designs. Scale of typography is an easy way to capture attention and make a point. Hierarchy Related to scale, hierarchy focuses attention by considering what people see first, second and third. Creating a visual hierarchy with type helps people to receive and consume information the way we want them to. Too many elements can break down visual hierarchy, so keep designs simple and powerful. Composition Composition in typography is important in adding focus, leading the eye and balancing blocks of content. Good compositions require consideration to ensure the integrity of the design. Balance Balance is critical and can make or break a design. Type is a great balancing factor that makes pages solid and pleasant to the eye. Consider the visual mass of various page components and how type can stabilize or make a page more dynamic.

42 ABCDE 42 Scale When designing with type, ensure that you do not scale type carelessly. Always place the logo in a prominent and stable location. Scale names and messages to create impact and lead the viewer's eye. Scale does not need to be full contrast but can include screened back elements and supergraphics similar to the example at the far right. If scaled, the logo should be placed on a diagonal from wordmarks and messages. Hierarchy Think What do you want people to see first, second and third? A visual hierarchy is needed to lead the viewer's eye and help them understand what to experience in desired order. This can be subtle or bold, and should never be a challenge to viewers. Hierarchy is an important consideration when many elements are presented on a page. ARTS Title or message Small-scale elements in a white field create a sense of space and openness. ARTS Title or message Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris eget scelerisque lectus, nec iaculis leo. Vivamus condimentum ornare neque at dapibus. Proin eu nisi purus. Ut porta venenatis ligula non porttitor. Duis sed felis quam. Nunc sagittis porta felis, ut feugiat metus porta quis. Maecenas sed bibendum nulla. Integer a tempus mauris. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aliquam blandit tellus sit amet velit luctus elementum. Proin non elementum enim, quis vulputate neque. People see images first, then headlines, logo and finally copy. Design so that element hierarchy is clear. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris eget scelerisque lectus, nec iaculis leo. Vivamus condimentum ornare neque at dapibus. Proin eu nisi purus. Ut porta venenatis ligula non porttitor. Duis sed felis quam. ARTS Nunc sagittis porta felis, ut feugiat metus porta quis. Maecenas sed bibendum nulla. Integer a tempus mauris. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aliquam blandit tellus sit amet velit luctus elementum. Proin non elementum enim, quis vulputate neque. Donec viverra nisi eget sapien euismod aliquam. Cras sed libero posuere, posuere nunc eget, blandit nisl. Mixing large and small type blocks creates implied depth and visual interest. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris eget scelerisque lectus, nec iaculis leo. Vivamus condimentum ornare neque at dapibus. Proin eu nisi purus. Ut porta venenatis ligula non porttitor. Duis sed felis quam. ARTS Nunc sagittis porta felis, ut feugiat metus porta quis. Maecenas sed bibendum nulla. Integer a tempus mauris. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aliquam blandit tellus sit amet velit luctus elementum. Proin non elementum enim, quis vulputate neque. Donec viverra nisi eget sapien euismod aliquam. Cras sed libero posuere, posuere nunc eget, blandit nisl. Bold headlines stand out. Scaling the size of content creates better visual hierarchy. Isolation of the logo can elevate its prominence. ARTS Title or message Scale adds focus and can dominate and command authority. ARTS Title or message Extreme use of scale creates hierarchy. White space also isolates elements of focus. It helps to move the eye within the composition. GHIJK MNOP QRST WXYZ ARTS Scale also makes typographic elements more graphic and interesting with the negative white shapes they create. ABCDE GHIJK MNOP QRST WXYZ ARTS Page contrast and colour create hierarchy and focuses the viewer.

43 ABCDE 43 Composition When composing page design with the university logo, white space and negative space help to segment the page so that it engages viewers. Composition adds structure and it defines space and the relationship of elements to eachother. Composition can add stability or energy to a design. ARTS Title or message ARTS ARTS Title or message GHIJK MNOP QRST WXYZ ARTS Simple compositions enable the eye to move easily between page elements. Composition is a key concept when setting the logo, images, wordmarks and written content. Compositions can move the eye in a circular or linear manner. Keep the viewer's eye in the page by moving them from element to element. Triangles in composition keep the viewer more engaged in a page design and help prevent their eye ABCDE from zooming off the page. Balance When designing university publications, ads and merchandise, balance helps to stabilize designs. Create layouts with balance in mind by considering the different masses of page content, headlines, photos and graphics. Balance can be dynamic or static. ARTS Title or message Lorem ipsum dolor sit amet, consectetur adipiscing elit. Mauris eget scelerisque lectus, nec iaculis leo. Vivamus condimentum ornare neque at dapibus. Proin eu nisi purus. Ut porta venenatis ligula non porttitor. Duis sed felis quam. ARTS Nunc sagittis porta felis, ut feugiat metus porta quis. Maecenas sed bibendum nulla. Integer a tempus mauris. Cum sociis natoque penatibus et magnis dis parturient montes, nascetur ridiculus mus. Aliquam blandit tellus sit amet velit luctus elementum. Proin non elementum enim, quis vulputate neque. Donec viverra nisi eget sapien euismod aliquam. Cras sed libero posuere, posuere nunc eget, blandit nisl. ARTS Title or message GHIJK MNOP QRST WXYZ ARTS Static page balance can be created with equal weight of white areas adjacent to titles. Page balance can be created using symmetry and alignment between adjacent elements. Balance can be created with similar mass elements and opposing leftand right-alignments. Balance can be created by placing elements near the middle of the page horizontally while being more loose about other element placement.