GETTING UMSU BRAND BASICS RIGHT

Transcription

1 GETTING UMSU BRAND BASICS RIGHT UMSU Brand Guidelines 2017

2 UMSU BRAND GUIDELINES 2017 CONTENTS INTRODUCTION 4 UMSU BRAND: AN OVERVIEW 6 UMSU LOGO 7 UOM LOGO 8 CORRECT USE OF THE LOGO 9 INCORRECT USE OF THE LOGO 10 ORGANISATIONAL COLOUR 12 CO-BRANDING GUIDELINES 13 AFFILIATED CLUBS GUIDELINES 16 PULL UP BANNERS 17 TYPOGRAPHY 19 SUSTAINABILITY 20 2

3 GETTING UMSU BRAND BASICS RIGHT An introduction to UMSU brand communications

4 INTRODUCTION WE HAVE A LOGO, SO LET S USE IT! By using the UMSU logo on its own or co-branded with your department s logo, you are presenting an icon students can recognise and remember. It is critical that the visual identity is always presented correctly, whether used in printed materials, signage or online. The success of our visual identity depends on everyone taking responsibility. All material published by UMSU or any department of UMSU must be lodged with the Secretary and the Communications & Marketing department for approval. Copies of all material published by UMSU or any department of UMSU must be kept and sent at the end of the year to the Rowden White Library Archives. All UMSU departments logos incorporate the UMSU logo as part of their individual logo (cobranding). The UMSU logo shall be prominently displayed on all material produced by UMSU or any UMSU department. Please keep the proportions and don t stretch it! The publisher may order the destruction, removal, ceasing of distribution or refusal of payment for production of any material produced by UMSU or a department of UMSU that fails to prominently display the UMSU co-branded logo, or is in contravention of the following regulation: No material funding in part or wholly by UMSU may be used for militaristic, sexist, racist, homophobic purposes, or to promote racial, sexual or religious discrimination. 4

5 INTRODUCTION continued WHY DO WE NEED GUIDELINES? The UMSU Inc logo is the foundation upon which our brand is built. It is the icon by which we are recognised and remembered. The logo is most powerful when applied consistently in conjunction with the other graphic elements which the UMSU brand consists of. It is critical that the visual identity is always presented correctly, whether used in printed material, signage or online. This document is designed to help you protect our visual identity. It provides detailed guidelines for its use and outlines errors to avoid. 5

6 THE UMSU BRAND: AN OVERVIEW ALL THE RIGHT INGREDIENTS The UMSU brand identity has 4 key elements. When applied consistently and in the correct way, they will create a powerful and distinctive look for UMSU and its departments. 1. Brand mark GOTHAM BOLD 2. Typography SIMPLE, DIRECT & ENGAGING 3. Language 4. Colour palette 6

7 UMSU LOGO THE UMSU LOGO IS OUR SIGNATURE The UMSU logo consists of two main elements; the UMSU visual element and the University of Melbourne Student Union logotype. These elements must always be reproduced from master artwork. The University of Melbourne Student Union logotype must always appear in the logo configuration and is not to be re-drawn or recreated in any other form. If you have any questions regarding the file format or correct application of the logo, contact the Communications office to discuss your specific needs. The logo must always be sourced from master artwork available for you here: umsu.unimelb.edu.au/commsresources You will then need to go to the LOGOS section on the navigation menu on the right side of the page. This area requires the following password Password: UM-zoo2017! UMSU visual element University of Melbourne Student Union logotype 7

8 UNIVERSITY OF MELBOURNE LOGO Horizontal version Equal Height Clear space of the UMSU logo is the width and depth of the U. Clear space of University of Melbourne horizontal logo is one quarter of its depth and one sixteenth of its width. Stacked version Equal Height Clear space of the UMSU logo is the width and depth of the U. Clear space of University of Melbourne horizontal logo is one sixth of its depth and width. 8

9 CORRECT USE OF THE UMSU LOGO USE IT PROUDLY, USE IT CORRECTLY The UMSU logo can be used in the following ways: Use logo on colour documents where the logo sits on a white background area Main logo Use black and white logo variant on black and white documents Black & white variant Use reversed (white) logo variant on coloured and image backgrounds Reversed variant For coloured and image backgrounds Use the logo at a minimum size of 15mm in height Minimum height = 15mm Ensure there is a clear space around the logo that is equivalent to the U in the logo Clear space starts from the invisible white rectangle 9

10 INCORRECT USE OF THE LOGO OUR LOGO IS NOT A PLAYTHING! Below are examples of incorrect combinations that must never be applied to the UMSU Inc logo under any circumstance. If unsure, please contact the Comms office at: communications@union.unimelb.edu.au Do not outline the logo Do not add text or rearrange elements in the logo Do not print the logo as a percentage tint, background image or watermark Do not place the logo in an unauthorised shape Do not stretch the logo or apply effects Do not use unauthorised colours 10

11 CORRECT USE OF THE LOGO continued SIZE UP IN STYLE Scaling logo up or down To change the logo size (or any art or photo element) be sure to size it proportionally so as not to stretch it out of its original shape. To do so, hold the SHIFT key as you drag the bounding box corner to the size you need. Rescaling the logo shift Placing the logo over a photo or background element Hold the SHIFT key while dragging a corner node, to resize proportionally When placing the logo over a background photo or other element, make sure the logo is clearly visible and doesn t get overpowered by the background. This may mean choosing a different photo, using the white version of the logo or repositioning the logo so it sits on a less buys area of the photo. Also be aware of not covering up a critical area of the photo. Below are examples of placing the logo over a non-critical photo area, on an area that highlights the logo well. Photo example with logo placement Photo example with white logo placement Photo example with standard purple logo placement 11

12 ORGANISATIONAL COLOUR SHOW YOUR TRUE COLOURS Mindful usage of colour ensures consistent representation of the UMSU brand. Please use the correct colours for specific applications when using the UMSU brand. Pantone Coated PMS 526 C Web colour #68207a 4 colour CMYK process C 67 M 98 Y 05 K 01 This version of the colour is used for 1-colour printing jobs in purple, in which the Pantone Matching System (PMS) is used for optimal accuracy and colour vibrancy. This version of the colour is used for web and screen applications only. This version of the colour is used for full-colour (also known as 4-colour or CMYK ) printing applications. 12

13 CO-BRANDING GUIDELINES PLAY NICELY WITH OTHERS The various UMSU departmental logos must always be shown in conjunction with the UMSU U device, as shown below. Grey divider bar to be equal height to the UMSU U device UMSU U Device Departmental logo 13

14 CO-BRANDING GUIDELINES continued DEPARTMENTAL LOGOS Mono versions Colour versions 14

15 CO-BRANDING GUIDELINES continued Mono versions Colour versions 15

16 UMSU AFFILIATED CLUBS GUIDELINES MAKE YOUR LOGO GOGO CLUBS AFFILIATED LOGO Must be used on all Clubs & Societies (C&S) marketing as per C&S Guidelines. When designing your Club logo, the following guidelines can be used: QUALITIES OF A GOOD LOGO A sign of a great logo is its versatility: The logo should be easily adapted for use on in many situations. FILE FORMAT All logos should be built in a vector (Adobe Illustrator) format for the following reasons: Vector graphics allow a design to be infinitely scaled to any size without losing any quality. (Raster images made up of pixels will distort and become blurred when the size is altered). A vector logo file can be used for any purpose, whether it s for tiny use on a receipt, or as a huge vinyl banner on the side of a building. ADOBE ILLUSTRATOR is the industry standard vector editing application, with AI, EPS and PDF files being commonly accepted vector file types. It should work both in colour and a single colour version. It must work as a reversible image. Logos with text should have a minimum scale format specified. The text at minimum scale should be readable. 16

17 PULL-UP BANNERS FLY YOUR FLAG AFFILIATED CLUB PULL-UP BANNERS The Affiliated Club Pull-Up Banners follow a different structure to the main departmental pull-up banners. Affiliated Clubs have their name displayed at the top of the banner in a combination of DIN Pro Light and Bold. The Affiliated Club logo must sit below the main text. Finally, the UMSU Co-branded Affiliated Club logo is to be displayed at the base of the banner, against a purple background. MELBOURNE UNIVERSITY FREEDOM SOCIETY Text to be in DIN Pro Light and Bold Club logo placement Melbourne University UMSU Co-branded Affiliated Club logo 17

18 PULL-UP BANNERS continued DEPARTMENT PULL-UP BANNERS The UMSU purple tab device must always remain in the same position and scale, on the top right corner of the banner. UMSU logo in purple tab device There is some flexibility in the exact positions of the logo, URL and base colour panel. Department logo placement umsu.unimelb.edu.au/international Department URL Colour panel, to be consistent with the colour palette of the main logo 18

19 TYPOGRAPHY WORD UP! The UMSU brand is complimented by a typographical style that ensures a consistent voice across all printed and digital communications. Please ensure approved fonts are used where possible. Gotham Book Gotham Bold Open Dyslexic is used when addressing visibility impaired audiences abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*()_+{} : <>?/., ;\][=abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*()_+{} : <>?/., ;\][=abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ !@#$%^&*()_+{} : <>?/., ;\][=- 19

20 IF A TREE FALLS IN THE WOODS... Choosing appropriate paper materials for UMSU communications with consideration for the environment

21 UMSU S COMMITMENT TO SUSTAINABILITY KEEP IT GREEN! UMSU is committed to employing processes that take the preservation of our environment into consideration. Wherever possible we use recycled paper stocks and vegetable inks. Be aware that such materials and processes will sometimes incur an additional cost relative to their less environmentallyconscious alternatives. 21

22 UMSU Brand Guidelines 2017