Visual Identity Standards

1 Visual Identity Standards Information and inquiries: University Relations brand@ucalgary.ca

Visual Identity Standards 2 15.0 Eyes High 15.01 Introduction 15.01 Introduction 15.02 What is Eyes High? 15.03 Visual elements 15.04 Colour palette 15.05 Typography 15.06 Supergraphic 15.07 Relationship to the university brand 15.08 Examples of Eyes High campaign materials These standards explain and illustrate the appropriate usage of the Eyes High campaign graphics. They are offered to encourage consistent, effective use of the graphics across various media and applications. It is critical that these standards be respected in order to protect the positioning of the university brand while presenting a logical hierarchy and visual relationship between the long-term university identity and the comparatively short-term Eyes High campaign identity. 15.02 What is Eyes High? In September 2011, the University of Calgary introduced its ambitious Eyes High strategic direction, following the largest consultative process in the history of the institution. The University of Calgary is a leading Canadian university located in the nation's most enterprising city. The university has a clear strategic direction to become one of Canada's top five research universities by 2016, where innovative teaching and ground-breaking research go hand in hand, and where we fully engage the communities we both serve and lead. The strategy is called Eyes High, inspired by the university's Gaelic motto, which translates as I will lift up my eyes. Eyes High challenges us to settle for nothing less than greatness, and is supported by three foundational commitments: to sharpen our focus on research and scholarship, to enrich the quality and breadth of learning, and to fully integrate the university with the community. Important The Eyes High graphics presented within this section cannot be redesigned, redrawn, reconfigured or altered. These graphics must always adhere to the colour usage standards in all instances. Any questions should be directed to University Relations at brand@ucalgary.ca.

15.03 Visual elements 3 The graphic elements associated with the Eyes High campaign are the full graphic and the stars motif supergraphic. These elements have been drawn and arranged in a specific, proprietary way. Redrawing or misusing them will result in diluting and weakening the impression of the Eyes High campaign. Following these guidelines will ensure consistent representation. In August 2012, the Eyes High graphic was filed for trademark protection. Details on appropriate use of the trademark are available in the University of Calgary writing style guide. 1. The preferred version is stacked vertically. 2. The one-line horizontal version may be used where space constraints dictate. 3. The minimum size for general application of the stacked version of the graphic is 1.25 cm (0.5") wide. The minimum size for the horizontal stacked and single line version is 1 cm (3/8") in height.

4 Protected area The Eyes High graphic should be protected on all sides by a clear area. This clear area ensures that no other text or graphics encroach on the graphic to decrease its legibility and impact. This area is based proportionately on the size of the graphic being used. The clear area is determined by using the height of the "H" in the Eyes High graphic. The clear area is two times the height of the "H". The clear space is determined the same way for both the vertical and horizontal lockup.

Proper use 5 The Eyes High graphic must be used properly in all situations including placement over PMS485 (red), PMS116 (gold), black and white backgrounds. Following are the prescribed colourations of the Eyes High graphic over approved backgrounds. The graphic must not be placed over any other colour background. The positive full-colour graphic may be used only on white backgrounds. When placing the Eyes High graphic over approved colour backgrounds, knock out in white the stars with the same value as the background (as above). The single-colour positive graphic may appear in black only. It may be used on white or light backgrounds up to the equivalent of a 15% tint of black. Positive and reverse versions of the Eyes High graphic are available. These are reserved for single-colour applications such as newspapers. On any other solid-colour background, use the all-white version.

6 Incorrect reproduction When reproducing the Eyes High graphics, knowing what not to do is as important as knowing what to do. These pages illustrate incorrect usage of the graphics. To avoid these incorrect uses, always reproduce the graphics from official electronic artwork. Once you're sure the artwork is correct, make sure it is also being applied correctly. This page illustrates incorrect applications of the graphics. Do not change the colours of the graphics. Do not use tints of the colours. Do not recolour as a single colour graphic except black or white. Do not skew or distort the graphic. Do not place over a textured or graphic background. Do not place over coloured backgrounds other than PMS 485, PMS 116, black or white. Do not place the logo inside another graphic shape. Do not place over a photograph. University of Calgary Do not redraw any part of the graphic. Do not separate the type from the rest of the graphic. Do not use the stars alone. Do not use the wordmark without the graphic. Do not pull the graphic apart to make animated graphics. To not add text elements to the graphic. Do not use drop shadows, 3D and other effects. Do not rotate the graphic.

15.04 Colour palette 7 The primary colour palette for the Eyes High graphics is the same colour palette used by the university for all institutional branding. This is intentional as a method of reinforcing the university s identity with our multiple target audiences. These colours are red, gold, black and white, defined very specifically as follows: PANTONE CMYK RGB Hexadecimal Red PMS 485 C5/M98/Y100/K0 227/39/38 #cc0000 Gold PMS 116 C0/M18/Y100/K0 255/210/0 #ffcc00 Black Black K100 0/0/0 #000000 White 255/255/255 #ffffff

15.05 Typography 8 The Eyes High graphic uses specific fonts that make up the wordmark and supporting text content. Following are the typographic specifications for proper use and context in promotional materials. Neutraface Display Titling Neutraface Display titling makes up the wordmark portion of the Eyes High graphic. It is used as the headline font for advertising and promotion of the Eyes High campaign and call-outs including web addresses. This font is available only in upper case. ABCDEFGHIJKLMNOPQR STUVWXYZ0123456789 Gotham Book Gotham Book should be used for all body content within advertising, posters, brochures and other promotions. With its high x-height, it is a legible font that is easy to read in paragraph form. Gotham Bold Gotham Bold should be used for sub-heads and call-outs. As a sub-head font it should always be at least 40 per cent smaller than headlines in Neutraface Display Titling. This font can be use to bold words or phrases within paragraph content that is set in Gotham Book. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Gotham Bold Italic Gotham Bold Italic should be used for all italics within sub-heads and call-outs that use Gotham Book Italic. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789 Gotham Book Italic Gotham Book Italic should be used for all italics within body content of promotional materials. When the words Eyes High are used within body text they must be set in this font. If Eyes High occurs in a sub-head or call-out it should be set in Gotham Bold Italic. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789

15.06 Supergraphic 9 The Eyes High stars are an evocative visual statement of how we strive for greatness at the University of Calgary. In controlled applications, they can be used as a supergraphic for added emphasis and design flexibility. If the symbol is used as a supergraphic, however, it must always appear as a subtle background device in an 85% tint of the background colour or as a 6% tint of black or silver on a white background. It must also always be accompanied by the full Eyes High graphic. There are two styles of the supergraphic: Acceptable supergraphic uses Standard Community Report Community Report Community Report Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. Stars must bleed off two adjacent sides, preferably right side. Stars must be a 85% screen of the background. Stars must always be on an angle to depict movement. Star trail Enlarged stars in standard configuration. Stars in enlarging upward configuration. 1. In the maximum crop of the supergraphic, at least three stars must be visible in whole or in part. Community Report Community Report Community Report 2. In the minimum crop of the supergraphic, the stars must bleed off at least two edges, and must take up at least 60% of the width of the piece. 3. The supergraphic may be also be used on black, yellow or red backgrounds, but always at an 85% screen of the background colour. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. 4. Other elements such as type may appear on top of the supergraphic. Star trail must bleed off two adjacent sides, preferably right side. Stars must be a 85% screen of the background. Star trail must start from small stars at bottom to larger stars at top.

10 Incorrect uses of the supergraphic Do not use the supergraphic in full colour. Do not use the supergraphic without the Eyes High graphic and the University of Calgary logo. The background colour for the supergraphic must always be PMS485, PMS116, black or white only. Do not outline the supergraphic. Do not use the supergraphic darker than the background. Do not knock the supergraphic out to white. Do not use the supergraphic in black. Do not use the supergraphic on a white background except for a maximum screen of 6% black or metallic silver.

15.07 Relationship to the university brand 11 The Eyes High strategic direction is a time-limited campaign currently being implemented by the University of Calgary an institution that has been around for nearly 50 years and will be around for decades more to come. It is this logic that defines the relationship between the Eyes High graphics and the University of Calgary master identity. The University of Calgary brand is always at the top level visually, and serves as the umbrella for all university-related initiatives. 1. The Eyes High graphics are always used in tandem with the University of Calgary identity. 2. The Eyes High graphics are virtually always set in a subordinate manner to the University of Calgary identity at 60% of its size or less. The exception to this is when the document or ad is explicitly promoting the Eyes High initiative (e.g. Community Report invitation, etc.). In these cases, the Eyes High graphics may sit in a prominent position on the page and be sized much larger than the university identity elements. 3. In advertising and other publications, the Eyes High graphics always sit diagonally from the University of Calgary identity, which typically sits in the upper-right corner of the cover or first page. Eyes High graphic must always be diagonal and no more than 60% of the size of the university logo. Top 40 under 40. Top 5 by 50. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nunc aliquam dui magna. Vestibulum a urna at purus lobortis imperdiet in sed dolor. Suspendisse eu tortor risus, eu mollis dolor. Maecenas semper neque quis eros mollis mollis. Quisque fermentum vestibulum ullamcorper. Nulla aliquet laoreet arcu quis ullamcorper. Donec vehicula tincidunt lectus id suscipit. Maecenas arcu TM enim, commodo ac tincidunt et, cursus nec mauris. Morbi lectus elit, adipiscing et sodales dignissim, scelerisque quis velit. Integer eu lacus nec odio cursus luctus. Aenean in nisi metus, vel volutpat nunc. Nulla molestie iaculis quam id tempor. The Eyes High graphic can only be used at a large size if it is the focus of the piece. Learn more: ucalgary.ca/risingstars When externally facing, the Eyes High graphic must be accompanied by a description. Eyes High description When the Eyes High graphics are used externally, please include the desciptor about Eyes High to provide clarity to its meaning. It is important to properly position the Eyes High campaign with audiences who are less familiar with the direction the univerisity is heading. The University of Calgary is a leading Canadian university located in the nation's most enterprising city. The university has a clear strategic direction to become one of Canada's top five research universities by 2016, where research and innovative teaching hand in hand, and where we fully engage the communities we both serve and lead. This strategy is called Eyes High, inspired by the university's Gaelic motto, which translates as 'I will lift up my eyes.' Standard advertising footer for all external advertising

12 Incorrect application Do not set the Eyes High graphics in equal size and similar position to the University of Calgary identity so as to infer a partnership or joint initiative. Do not use the Eyes High graphics without the presence of the University of Calgary identity. Do not switch positions of the Eyes High graphics with the University of Calgary identity. Do not use the Eyes High wording as a tag line. Do not use the Eyes High graphics with any brand other than the University of Calgary brand, including faculty or departmental sub-brands. This is an institution-wide initiative. Institute Name Here Address Line One Address Line Two Calgary, AB Postal Code institute.ucalgary.ca The Eyes High graphics are not intended to replace the university identity and should not be used on stationery tools or merchandise. Exceptions may be made for merchandise created explicitly for events and initiatives directly related to the Eyes High strategic direction. Note The Eyes High graphic elements and messaging are intended to be aspirational and inspire creative thinking. They are not intended to be interpreted literally through photographic treatment of people looking at stars or at the sky, of stars in the sky itself, or in different visual plays on human eyes. The University Relations Marketing division is responsible for stewarding the Eyes High graphic elements. Please contact brand@ucalgary.ca should you have questions or require guidance. Standards such as these are intended to provide structure and logic for large groups that use the graphic elements. They are living documents and may be revised or re-interpreted should a particular situation warrant it. University Relations reserves the right to adjust these standards over time, as common sense and need dictate. If you feel that a particular application requires adjustment or discussion, please contact University Relations, as noted above.

15.08 Examples of Eyes High campaign materials 13 Top 40 under 40. Top 5 by 50. Congratulations to this year's Top 40 under 40 nearly half of whom are part of the University of Calgary alumni, faculty and student family. They're the explorers and innovators who are propelling the university to our goal of becoming one of Canada's top five research universities by our 50th anniversary in 2016, grounded in innovative learning and teaching, and fully integrated with the community of Calgary. ucalgary.ca

14 We re investing in a world of Change. We re recruiting 100+ new scholars this year alone. To succeed as one of Canada s top universities, where important new ideas are created, tested, and applied through first-class teaching and research, we need more of the best minds in our classrooms and labs. That s why over the next year, we re hiring 50 new assistant professors and 60 new postdoctoral scholars. We re investing in people who want to change the world, bringing the best and brightest to Canada s most enterprising city to form a global intellectual hub and achieve advances that matter to everyone. Our mission is not only to nurture the leaders of tomorrow, but also to discover new knowledge and translate those discoveries into applications that benefit society as a whole. We re hiring in key disciplinary areas and across all faculties in alignment with our strategic research themes, where we have recognized strength and leadership: Energy innovations for today and tomorrow Brain and mental health Human dynamics in a changing world: smart and secure cities, societies and cultures New earth-space technologies Engineering solutions for health: biomedical engineering Infections, inflammation and chronic diseases in the changing environment We are hiring to create interdisciplinary groups within these themes. By increasing our scholarly capacity, we will be better positioned to achieve our Eyes High goals to become one of Canada s top five research universities by 2016, where innovative teaching and groundbreaking research go hand in hand, and where we fully engage the communities we both serve and lead. Join us. The University of Calgary is a leading Canadian university located in the nation's most enterprising city. The university has a clear strategic direction to become one of Canada's top five research universities by 2016, where innovative teaching and groundbreaking research go hand in hand, and where we fully engage the communities we both serve and lead. The strategy is called Eyes High, inspired by the university's Gaelic motto, which translates as I will lift up my eyes. The University of Calgary is a leading Canadian university located in the nation's most enterprising city. The university has a clear strategic direction to become one of Canada's top five research universities by 2016, where innovative teaching and groundbreaking research go hand in hand, and where we fully engage the communities we both serve and lead. The strategy is called Eyes High, inspired by the university's Gaelic motto, which translates as I will lift up my eyes. Learn more: ucalgary.ca/risingstars Learn more: ucalgary.ca/risingstars Eyes High: What s Next? Community Report 2012 Tuesday October 2 11:45 a.m. MacEwan Hall AB first floor With real-time broadcast presented at Foothills Campus atrium Downtown Campus event centre Spy Hill Campus Last year, we introduced a bold new strategy for our university called Eyes High. This year, we delivered the Academic and Research Plans: the roadmap to get us there. So what s next as we head towards our 50th anniversary in 2016? Big, bold, transformative things. But if we told you now, that would take the fun out of it. Come hear the news for yourself. President Elizabeth Cannon will be joined by Hardave Birk, President of the Students Union, and Franco Rizzuti, President of the Graduate Students Association. They will share inspirational stories from last year and make some new announcements that will knock your socks off. Everyone is invited. Come for a snack and follow the event with lunch and a celebration kicking off this year s United Way campaign on campus. YOU COMING? GET DETAILS AND LET US KNOW AT UCALGARY.CA/REPORT