BRAND AND VISUAL IDENTITY STANDARDS. Guidelines for usage and application January 22, 2015 VERSION 5

Transcription

1 BRAND AND VISUAL IDENTITY STANDARDS Guidelines for usage and application January 22, 2015 VERSION 5

2 Visual Identity Hierarchy LEVEL 1: LOGO The logo is the top tier representing the institution as a whole. It is comprised of the graphic (shield symbol) and the institution s name. The logo should be used on all enterprise-wide communications, such as websites, advertising, recruitment materials, etc. LEVEL 2: WORDMARK When the logo cannot be used because of size or design restrictions, the wordmark, which is a customized font treatment of the university s formal name, should be used instead. LEVEL 3: EXTENSIONS Extensions are customized versions of the logo for the official academic schools. See the usage section for layout examples of extensions that include academic departments (ex: School of Business, Accounting department) as well as support offices (ex: Career and Experiential Education Center). LEVEL 4: SEAL The official university seal is strictly reserved for official documents, such as diplomas, award certificates, etc., as well as some presidential communications. NOTE: Athletic logos will be added to this guide at a later time. Mount St. Joseph University Brand Standards 2.1

3 Level 1 Logo: Description Logo Graphic (shield & elements) Name The logo showcases the Mount s transition from a college to a university. It signifies heritage and permanence while honoring the essence of a Mount education. Its centerpiece is a shield housing a sunburst with a cross in the middle, representing the Mount s connection to the Sisters of Charity, as well as the institution s founding year and MSJ moniker. Key elements of the new logo convey the history, values and faith-based foundation of the Mount. At the same time, careful consideration was given to the look of the shield and font selection to ensure a contemporary design. Through the blend of traditional and progressive design elements, the new logo is a timeless representation of the Mount s bold future. The graphic (shield symbol) combined with the name (the uniquely typeset university name) are referred to as the logo. Various logo configurations allow the designer maximum flexibility across many mediums. Mount St. Joseph University Brand Standards 2.2

4 Level 1 Logo: Elements The Mount St. Joseph University logo is built with these five distinctive elements The Name The Shield The MSJ The Sunburst The 1920 The uniquely typeset university name is set in typeface Friz Quadrata. This typeface was chosen for it s weight and design so that legibility would not be an issue across a number of mediums. The shield shape signals that Mount St. Joseph is now a University. The shape is simple, graceful and strong. The MSJ letters inside the shield utilizes the typeface Requiem and is an abbreviation of Mount St. Joseph, which is often used in verbal communication to identify the Mount. The sunburst with a cross in the center is a modified version of the sun represented in the Seton Family Coat of Arms. The sun represents God and God s Charity. Elizabeth Ann Seton founded the Sisters of Charity and Mount St. Joseph was founded by the Sisters of Charity. The 1920 at the bottom of the shield showcases when Mount St. Joseph was founded. Set in the typeface Requiem, it ties back to the MSJ at the top of the shield. The cross within the sunburst represents Christ and is a nod to the cross at the top of the Mount s official seal. Mount St. Joseph University Brand Standards 2.3

5 Level 1 Logo Set These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129) as well as black. See Official Colors page for details. Logo 1A Logo 1B Logo 1C Vertical Logo 2-color Logo 1A is a blue shield with a gold outer rule. The shield contains the elements of the MSJ initials and the year 1920 in white and a gold sun with blue inset cross in the center. Mount St. Joseph University is set below the shield in blue. This version should be used on all enterprisewide communications, such as websites, advertising, recruitment materials, etc. The 2-color logo may only be placed on a white background. Vertical Logo 1-color Navy Blue Logo 1B is a navy blue shield with navy blue outer rule. The shield contains the elements of the MSJ initials and the year 1920 in white and a white sun with navy blue inset cross in the center. Mount St. Joseph University is set below the shield in navy blue. This version should only be used on specialty items or clothing where embroidery or other methods of printing are used and the primary version cannot be reproduced with clarity. The 1-color navy blue logo may be placed on any light colored background as long as there is enough contrast for legibility. Vertical Logo 1-color Black Logo 1C is a black shield with black outer rule. The shield contains the elements of the MSJ initials and the year 1920 in white and a white sun with black inset cross in the center. Mount St. Joseph University is set below the shield in black. This version should only be used for photocopying or when offset printing is limited to black ink. The 1-color black logo may only be placed on a white background. A 3-color (gold, navy blue, white) version of 1A for use on navy backgrounds is available by request. Mount St. Joseph University Brand Standards 2.4

6 Level 1 Logo Set Logo 1D Logo 1E Logo 1F Horizontal Logo 2-color Logo 1D is a navy blue shield with a gold outer rule. The shield contains the elements of the MSJ initials and the year 1920 in white and a gold sun with navy blue inset cross in the center. Mount St. Joseph University is set to the right of the shield, flush left, in navy blue. This version should be used on all enterprisewide communications, such as websites, advertising, recruitment materials, etc. in a narrow horizontal space that otherwise Logo 1A would not fit. The 2-color logo may only be placed on a white background. Horizontal Logo 1-color Navy Blue Logo 1E is a navy blue shield with a navy blue outer rule. The shield contains the elements of the MSJ initials and the year 1920 in white and a white sun with blue inset cross in the center. Mount St. Joseph University is set to the right of the shield, flush left, in navy blue. This version should only be used on specialty items or clothing where embroidery or other methods of printing are used and the primary version cannot be reproduced with clarity and is limited to a narrow horizontal space that otherwise Logo 1B would not fit. The 1-color navy blue logo may be placed on any light colored background as long as there is enough contrast for legibility. Horizontal Logo 1-color Black Logo 1F is a black shield with black outer rule. The shield contains the elements of the MSJ initials and the year 1920 in white and a white sun with black inset cross in the center. Mount St. Joseph University is set to the right of the shield, flush left, in black. This version should only be used for photocopying or when offset printing is limited to black ink in a narrow horizontal space that otherwise Logo 1C would not fit. The 1-color black logo may only be placed on a white background. A 3-color (gold, navy blue, white) version of 1D for use on navy backgrounds is available by request. Mount St. Joseph University Brand Standards 2.5

7 Level 1 Logo Set Logo 1G Logo 1H NOTE: Navy blue background is not part of logo and is only shown to represent how logo will appear against a dark colored background. NOTE: Navy blue background is not part of logo and is only shown to represent how logo will appear against a dark colored background. Vertical Logo White Reversed Out Logo 1G is a white shield with white outer rule. The shield contains the elements of the MSJ initials and the year 1920 reversed out and a reversed sun with white inset cross in the center. Mount St. Joseph University is set below the shield in white. This version should only be used on specialty items or clothing where embroidery or other methods of printing are used and the primary version cannot be reproduced with clarity. The white reversed out logo may be placed on any dark colored background as long as there is enough contrast for legibility. Horizontal Logo White Reversed Out Logo 1H is a white shield with white outer rule. The shield contains the elements of the MSJ initials and the year 1920 reversed out and a reversed sun with white inset cross in the center. Mount St. Joseph University is set below the shield in white. This version should only be used on specialty items or clothing where embroidery or other methods of printing are used and the primary version cannot be reproduced with clarity and is limited to a narrow horizontal space. The white reversed out logo may be placed on any dark colored background as long as there is enough contrast for legibility. Mount St. Joseph University Brand Standards 2.6

8 Level 2 Wordmark When the logo cannot be used because of size or design restrictions, the wordmark, which is a customized font treatment of the university s formal name, should be used. These examples are shown in the official institution s navy blue (PMS 648) as well as black. See the Official Colors section. Wordmark Navy Blue Logo 2A Logo 2B Logo 2C Wordmark Black Logo 2D Logo 2E Wordmark White Reversed Out Logo 2F NOTE: Navy blue background is not part of logo and is only shown to represent how logo will appear against a dark colored background. Mount St. Joseph University Brand Standards 2.7

9 Level 3 Extensions Academic School Logos: School of Arts & Humanities Extensions are customized versions of the logo for the official academic schools. These versions can not be altered or redrawn and must be sized proportionately. These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129). 1-color versions are available by request. For department name usage, see the Logo Usage: CORRECT section. Logo 3A Vertical Logo 3B Horizontal Mount St. Joseph University Brand Standards 2.8

10 Level 3 Extensions Academic School Logos: School of Behavioral & Natural Sciences Extensions are customized versions of the logo for the official academic schools. These versions can not be altered or redrawn and must be sized proportionately. These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129). 1-color versions are available by request. For department name usage, see the Logo Usage: CORRECT section. Logo 3C Vertical Logo 3D Horizontal Mount St. Joseph University Brand Standards 2.9

11 Level 3 Extensions Academic School Logos: School of Business Extensions are customized versions of the logo for the official academic schools. These versions can not be altered or redrawn and must be sized proportionately. These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129). 1-color versions are available by request. For department name usage, see the Logo Usage: CORRECT section. Logo 3E Vertical Logo 3F Horizontal Mount St. Joseph University Brand Standards 2.10

12 Level 3 Extensions Academic School Logos: School of Education Extensions are customized versions of the logo for the official academic schools. These versions can not be altered or redrawn and must be sized proportionately. These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129). 1-color versions are available by request. For department name usage, see the Logo Usage: CORRECT section. Logo 3G Vertical Logo 3H Horizontal Mount St. Joseph University Brand Standards 2.11

13 Level 3 Extensions Academic School Logos: School of Health Sciences Extensions are customized versions of the logo for the official academic schools. These versions can not be altered or redrawn and must be sized proportionately. These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129). 1-color versions are available by request. For department name usage, see the Logo Usage: CORRECT section. Logo 3I Vertical Logo 3J Horizontal Mount St. Joseph University Brand Standards 2.12

14 Level 4 Seal The official university seal is strictly reserved for official documents, such as diplomas, award certificates, etc., as well as some presidential communications. The seal should not be reproduced smaller than These examples are shown in the official institution s navy blue (PMS 648) and gold (PMS 129) as well as black. Additional color treatments are possible. See the Official Colors section. Logo 4A Logo 4B Logo 4C Logo 4D 2-color Navy Blue The significance of the seal is recorded as follows: the tinctures of the shield, blue and silver, are the familiar colors of Our Lady. The open book symbolizes an institution of learning, and the three crescents thereon are from the arms of the Seton family to commemorate Mother Seton, the saintly founder of the Sisters of Charity of Cincinnati, Ohio, who teach at the Mount St. Joseph University. Quite Fortuitously. the crescent is also the symbol of the Immaculate conception, under which title Our Lady Patroness of the United States. The silver wavy bards are the heraldic expression of water and refer to the Ohio River on which the University is located. The chief dancette, a hill-shaped device, armorially represents the mount on which the University is situated. The lily is the emblem of St. Joseph, the titular of the University. The botany cross, pointed at the base and prominant in the coat of arms of the Archdiocese of Cincinnati, is placed above the shield to indicate the ecclesiastical jursidiction in which the University operates. Black White/ Reversed Out Mount St. Joseph University Brand Standards 2.13

15 Logo Usage: CORRECT Usage The visual identity marks have been designed to function as part of a flexible and cohesive visual system. The only acceptable Mount St. Joseph University marks are detailed in this guide. They may not be reconstructed or altered in any way. Marks may never be recreated or redrawn. They must be proportionately sized and reproduced from high-resolution digital files provided by the Marketing and Communications Office at the Mount. Safe Area Safe Area 1.3 x x Safe area of the logo When using any version of the visual marks with other elements, a spatial integrity must be maintained. To accomplish this, create an empty border surrounding all parts of the logo or wordmark to separate it from other elements, as well as the edge of a page or folds. This border should always measure a minimum distance of the height of the M from MSJ in the shield graphic, referred in this guide as x. DO NOTE there are some exceptions to breaking the safe area of the horizontal version in conjunction with other text. See the following pages. Size restrictions of the logo The logo should always be sized proportionately and never used smaller than 1.25 wide by 1.3 tall and should be more prominent in publications of larger size. The size of the word University should NEVER be smaller than.7 wide. NEVER enlarge a digital logo file beyond 100% of its original size. If you need to obtain a larger version of the University logo, please contact the Marketing & Communications Office. When using the logo on print pieces, the resolution needs to be at least 300 dpi. When using the logo digitally, the resolution should be no less than 72 dpi at 100%. Mount St. Joseph University Brand Standards 2.14

16 Logo Usage: CORRECT Usage x Office of Admission 5701 Delhi Road Cincinnati, Ohio Office of Admission 5701 Delhi Road Cincinnati, Ohio x Cincinnati, Ohio Cincinnati, Ohio x 50% = x Multiple lines of text with the logo With the vertical logo version, the information should be centered underneath University and should never be spaced less than 50% of the height of the M from MSJ in the shield graphic. Refer to the formula shown. In the horizontal version, the information should be bottom-aligned with 1920 in the shield graphic and left-justified, aligned underneath the name in the logo. Refer to the dotted lines shown. The font size for the contact information should be no larger than MOUNT ST. JOSEPH words in the logo. The preferred text color is navy blue PMS 648 (see official colors for details).the preferred font for the contact information is Friz Quadrata. See official typefaces for alternatives. One line of text with the logo With the vertical logo version, the information should be centered underneath University and should never be spaced less than 50% of the height of the M from MSJ in the shield graphic. Refer to the formula shown. In the horizontal version, the information should be bottom-aligned with 1920 in the shield graphic and left-justified, aligned underneath the name in the logo. Refer to the dotted lines shown. The font size for the contact information should be no larger than MOUNT ST. JOSEPH words in the logo. The preferred text color is navy blue PMS 648 (see official colors for details).the preferred font for the single line of text is TheSans Regular Italic. See official typefaces for alternatives. Mount St. Joseph University Brand Standards 2.15

17 Logo Usage: CORRECT Usage The logo usage standards accommodate use of the logo with academic departments and non-academic offices. The academic school name MUST be larger than the academic department name. Non-academic Office Usage Office of Admission x Office of Admission x 50% = x Academic Department Usage In the horizontal version, the department/office name should be bottom-aligned with 1920 in the shield graphic and left-justified, aligned underneath Mount St. Joseph University. Refer to the dotted lines in the examples shown. In the vertical version, the department/office name should be centered underneath Mount St. Joseph University, spaced never less than 50% of the height of the M from MSJ in the shield graphic. Refer to the formula shown. Department/office names should be in TheSans Regular Italic font and no larger than the largest words in the logo. See the Official Fonts page for alternative options. For academic department official documents, academic department names MUST be paired with the school logo (as shown in the examples on this page.) For academic department merchandise, the program name (ex: Nursing Program) or the department name (ex: Department of Nursing) is acceptable without the school logo (see 2.17). Marketing & Communications can provide the official academic school logos with proper spacing requirements. Department of Nursing Department of Nursing Mount St. Joseph University Brand Standards 2.16

18 Logo Usage: INCORRECT Usage The 2-color vertical logo is used in these examples. These unacceptable uses also apply to horizontal and 1-color versions. Office of Admission 5701 Delhi Rd. Cincinnati, OH DO NOT PUT ANY ELEMENT WITHIN THE ALLOWED SAFE AREA AROUND THE LOGO. DO NOT TILT THE LOGO. DO NOT ROTATE THE LOGO. DO NOT PUT A RULE OR SHAPE AROUND THE LOGO OR USE THE LOGO IN A CUT-OUT SHAPE. DO NOT CHANGE THE PROPORTION OF ANY ELEMENT IN THE LOGO. DO NOT ADD ADDITIONAL SPACE OR SEPARATE THE NAME AND GRAPHIC (SHIELD). DO NOT CROP OR TRUNCATE THE LOGO. DO NOT REMOVE THE WORD UNIVERSITY. DO NOT ALTER THE COLOR OF THE LOGO. DO NOT ALTER THE FONTS OR DESIGN ELEMENTS OF THE LOGO. DO NOT STRETCH THE LOGO. DO NOT SKEW THE LOGO. DO NOT USE LOW RESOLUTION VERSIONS OF THE LOGO FOR PRINT PIECES. Mount St. Joseph University Brand Standards 2.19

19 Logo Usage: Photography DO NOT ALLOW AN IMAGE OR BUSY BACKGROUND TO BE SHOWN THROUGH THE LOGO. Be sure to maintain the white elements in the shield graphic and the safe space around the logo. INCORRECT USAGE: If the logo is placed over top of a busy photo or background, a white solid or screened box no less than 60% opacity must be placed behind the logo with the minimum safe space around the logo. This is to insure that the logo is still easily seen along with the photo or background. Do not use the Mount logo more than once per page. Mount St. Joseph University Brand Standards 2.20

20 Official Colors: Print & Merchandising The official colors for the university are listed below. Prominent and consistent use of these colors reinforces the university brand and identity. In working with a wide variety of vendors and materials, multiple shades of gold and blue might be available. Every effort should be made to match as closely as possible to these official colors (ex: deeper, richer blue almost navy). DO NOTE that colors may vary based on printers and monitors so for accurate color refer to the color breakdowns listed. PMS 648 (Navy blue) For use on coated and uncoated paper C100, M62, Y0, K54 R0, G50, B PMS 129 (gold) For use on coated paper C0, M20, Y80, K0 R255, G204, B0 FFCC00 PMS 128 (gold) For use on uncoated paper C0, M11, Y65, K0 If you aren t familiar with these numbers and references, please consult the Marketing & Communications Office for assistance. Mount St. Joseph University Brand Standards 2.21

21 Official Colors: Print & Merchandising CORRECT Usage The following color usage is acceptable. The examples shown also apply to the horizontal logo and wordmark versions. DO NOTE that colors may vary based on printers and monitors so for accurate color refer to the color breakdowns. Navy background - 2-color logo (gold and white) with white MOUNT ST. JOSEPH UNIVERSITY letters. NOTE: navy blue shield can knock-off if on correct navy blue background. Lighter navy background - 3-color logo (gold and white) with white MOUNT ST. JOSEPH UNIVERSITY letters. Light gold/yellow background - 3-color logo (navy, white, gold) with navy MOUNT ST. JOSEPH UNIVERSITY letters. NOTE the light gold/yellow should never be more than 30% opacity. The gold line around the shield must be clearly visible. Light grey background - 3-color logo (navy, white, yellow) with navy blue MOUNT ST. JOSEPH UNIVERSITY letters. Navy background - 1-color gold logo Other light background - 3-color logo with navy MOUNT ST. JOSEPH UNIVERSITY letters. Other dark background - 3-color logo with white MOUNT ST. JOSEPH UNIVERSITY letters. Navy background - 1-color white logo Dark gold/yello background - 1-color navy logo. Light grey background - 1-color navy logo. Other light background - 1-color navy logo Other dark background - Mount St. Joseph University Brand Standards color white logo.

22 Official Colors: Print & Merchandising INCORRECT Usage The following color usage are unacceptable. The examples shown also apply to the horizontal logo and wordmark versions. DO NOTE that colors may vary based on printers and monitors so for accurate color refer to the color breakdowns. DO NOT ALTER THE SHIELD COLORS. THERE MUST BE A WHITE SEPARATION BETWEEN THE NAVY SHIELD AND GOLD STROKE WHEN ON A COLORED BACKGROUND. DO NOT USE NAVY MOUNT ST. JOSEPH UNIVERSITY LETTERS ON A DARK BACKGROUND. MUST BE WHITE. DO NOT USE THE 3-COLOR LOGO ON A SOLID GOLD BACKGROUND. THE GOLD STROKE AROUND THE SHIELD MUST BE READABLE. DO NOT RE-ARRANGE THE COLOR ELEMENTS IN THE SHIELD. DO NOT USE THE 1-COLOR GOLD LOGO ON A BACKGROUND COLOR OTHER THAN NAVY. DO NOT USE THE 1-COLOR WHITE LOGO ON A GOLD BACKGROUND. DO NOT USE THE SHIELD WITHOUT THE WORDS MOUNT ST. JOSEPH UNIVERSITY Mount St. Joseph University Brand Standards 2.23

23 Official Typefaces The official font is Friz Quadrata. The Friz Quadrata font family is to be used as the primary font choice when used in the contact information or the city and state when paired with the logo (see Logo Usage: CORRECT) or for prominent text like headlines and/or subheads. Friz Quadrata For the body text of letters and publications produced by campus departments where the font is not available, Times or Times Roman is recommended. TheSans font family is the official san serif font to be used in association with the visual marks and/or the official font. This font works best as body text and is to be used in department names. TheSans Arial or Helvetica may be used when TheSans is not available. Mount St. Joseph University Brand Standards 2.25

24 Contact Information For questions or for more information about the brand standards please contact: Kim Cochrane Marketing & Communications Creative Manager Kathleen Lundrigan Cardwell Marketing & Communications Director Mount St. Joseph University Brand Standards 8