Corporate Identity Standards July 2013
CONTENTS Heraldry information Large & small logo versions Color reproduction Positioning Recommended sizing Additional versions Incorrect usage Typography Collateral p.3 4 p.6 p.7 8 p.9 p.10 p.11 12 p.13 14 p.15 16 p.17 18 Letterheads Business Cards Envelope 1
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INTRODUCTION The Heraldry of the University of Saint Mary of the Lake Escutcheon (Shield) The escutcheon of the University is modeled after the medieval shape of a shield. The medieval shape in Anglo-British heraldry indicates a male holder of the arms which points back to the origin of the university as a society of men. The escutcheon is a metaphor for a family or institution s honor. Charges (Figures) A charge is any figure placed on the shield. The University has three charges. At the bottom of the shield are waves, from the waves emerges a lily, through the lily one can see the sun, rising over the waves. Tinctures (Colors) The tinctures of the University come from the flag of the United States of America. Argent, (white), azures (blue), gules (red) 3
INTRODUCTION (continued) Marshall Marshalling is the means by which two coats of arms are combined. In the case where one set of arms is superior to another, the superior arms are placed above the inferior. In the case of the University, the shield is marshaled with the arms of the Archdiocese of Chicago, indicating that the University of Saint Mary of the Lake is an institution of the Archdiocese. The shield of the Archdiocese is a Or (gold) field upon which is placed a gules (red) phoenix rising out of fire. The Phoenix is the heraldic image of the City of Chicago, which like the mythical bird rose from its own ashes in 1871 after the Great Chicago Fire. The Phoenix has on its breast the monogram of IHS (the Holy Name of Jesus) which was the name of the original chapel of the University of Saint Mary of the Lake before the fire. After the Great Chicago Fire, when the archdiocesan cathedral was transferred to the land where the second campus of the university stood, the title of the cathedral church was changed to Holy Name. Also upon the Phoenix are two fleur-d leis. These images remind us of the French missionaries who first brought the gospel to the Potawatomi, Miami and Illinois nations. It also reminds us that the territory of the Illinois was under the ecclesiastical jurisdiction of Quebec prior to the establishment of the hierarchy in the United States. The complete shield In its complete form, then, the shield of the University of Saint Mary of the Lake tells the story of the first chartered university in Chicago established in 1844. At its founding, it was at the corner of Wabash Street and Madison Street in downtown Chicago. From the steps of Saint Mary Cathedral, which housed the first campus of the school, as you looked east you would see Lake Michigan, across which the first missionaries brought the Catholic Faith to the Illinois. The sun rising over Lake Michigan reminds us of the Risen Christ, proclaimed by those same missionary priests. The lily, a sign in heraldry of the Blessed Virgin Mary rises from these waters and it is through the Lily that we see the Son. The colors of the shield indicate Cardinal Mundelein s strong sense that it is possible to be a faithful Catholic and a loyal American. Rev. Thomas A. Baima, 2011 4
LOGO CONFIGURATION To ensure a consistent image throughout the organization, the following logo configurations are the only approved variations of the logo. Both the stacked and horizontal versions can be used in black and white, 3-color or reversed options. 5
THE LOGO Core element The logo should not be redrawn, digitally manipulated or altered. The logo must always be reproduced from a digital master reference. This is available in eps and jpeg format. Please ensure the appropriate artwork format is used. File formats eps professional usage jpeg desktop publishing Large Versions Small Versions 6
COLOR REPRODUCTION The standards for color reproduction ensure quality and consistency with the flexibility to allow for usage on a wide range of print and web applications. There can be no variation from the approved colors and options designated below. PMS BLACK 3-Color C M Y K 0 0 0 100 R 0 G 0 B 0 White text version PMS 1797 C M Y K 0 100 99 4 R 227 G 27 B 35 C M Y K 100 60 0 6 PMS 286 R 0 G 97 B 170 7
BLACK AND WHITE Black Logo on White Background Use on color backgrounds that are light enough to sufficiently contrast and allow legibility of type. White Logo on Black Background Reverse logo is used best for seals or stamps. 8
POSITIONING In order to maximize its visual presence the logo requires a surrounding area clear of any other graphic elements or text. The recommended minimum clearance is to protect the logo. The logo will appear on many different applications and formats and this will help to give it clarity and presence. Example Welcome to the most peaceful facility for conference and retreat gatherings in America The Conference Center at the University of St. Mary of the Lake. We invite you and your organization to rely on us for all your event needs. Whether you re organizing a retreat, board meeting, conducting a team-building event or training session, we have the resources to serve groups up to 300 people. The moment you enter the gateway to our 930 acre campus, the tranquil natural surroundings allow you to easily let go of the distractions of everyday life. Take a walk through the woods, along the three mile road circling our 100 acre St. Mary s Lake, or simply enjoy the quiet serenity of this beautiful setting. 9 Welcome to the most peaceful facility for conference and retreat gatherings in America The Conference Center at the University of St. Mary of the Lake. We invite you and your organization to rely on us for all your event needs. Whether you re organizing a retreat, board meeting, conducting a team-building event or training session, we have the resources to serve groups up to 300 people. The moment you enter the gateway to our 930 acre campus, the tranquil natural surroundings allow you to easily let go of the distractions of everyday life. Take a walk through the woods, along the three mile road circling our 100 acre St. Mary s Lake, or simply enjoy the quiet serenity of this beautiful setting.
RECOMMENDED SIZING Logo size consistency is important when producing a wide range of communications. Small/Large versions There are two different versions to the logo. The small version of the logo is used when the Crest is smaller than.75 in width (the Crest itself, not including the text). Large versions Minimum size The logo must be clearly visible and reproduced consistently. For this reason a minimum size has been established. The size is 2.5 measured across the width of the logo. 2.5 Small versions 10
ADDITIONAL VERSIONS The following logo versions are also available for use in horizontal, black and white and reverse. Standards for configuration, color reproduction and font usage set forth on the previous pages apply to all logo versions. No other variations are allowed within the standards of the Mundelein Seminary family. 11
ADDITIONAL VERSIONS (continued) 12
INCORRECT USAGE The standards for color reproduction ensure quality and consistency with the flexibility to allow for usage on a wide range of print and web applications. There can be no variation from the approved colors and options designated below. Color blocks out key elements Unapproved color combination Avoid color logomark background Avoid transparency Do not change fonts MUNDELEIN SEMINARY Do not angle the logomark 13 Do not frame Do not display wordmark only Do not alter colors Do not use effects
INCORRECT USAGE (continued) Adhere to spacing rules Do not alter leading Do not alter orientation Do not obstruct the logo with any graphic or image Do not combine the logo with type to make a new logo Do not combine the logo with any other logos Do not use wrong reversed version logos Do not scale the logo disproportionately Semiint sleim ajsldk meidn kilan eals jtlak jekt malskj main ket toe jlk smalk dji Semiint sleim ajsldk meidn kilan eals jtlak jekt malskj main ket toe jlk smalk dji Watch positioning relationship Student Group 14
TYPOGRAPHY Typography is an important element of the brand identity system. Consistent font usage across all communication platforms creates a unified, professional appearance. The typefaces listed below are the only accepted fonts that can be used in communication elements both printed and digital. Palatino Regular Palatino Regular is a classic serif font. This font is for use for Headlines and subheads only. Never use Palatino for body copy. * It should be used for the Office Title and Mundelein Seminary address on the bottom of the Letterhead. Palatino Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 15
TYPOGRAPHY (continued) Helvetica Light A classic, cross-platform, easy-to-read font. Helvetica light should be used on all body copy within letters, printed materials and online communications. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Helvetica Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 16
Letterhead Letterhead prints 3/C PMS 286 (Blue), PMS 1797 (Red) and black. Use only the stacked version of logos shown on previous pages. No other variations are allowed within the standards of the Mundelein Seminary family. Smaller version logo, Center on page.375 1.5.75.75.5pt rule in PMS 286 7 long 9pt Font Palatino Regular 75% Black 8pt 10pt leading Helvetica Light 75% Black Office of Title 1000 EAST MAPLE AVENUE, MUNDELEIN, ILLINOIS 60060-1174 000.000.0000 www.usml.edu.5 17
Envelopes Envelopes print 3/C PMS 286 (blue), PMS 1797 (red) and black. Use only the horizontal version of logos shown on previous pages. No other variations are allowed within the standards of the Mundelein Seminary family..6875 9pt. type over 13 pt. leading. Font Palatino 75% Black.375.375 1000 EAST MAPLE AVENUE MUNDELEIN, ILLINOIS 60060-1174 Horizontal smaller version logo PMS 286 PMS 1797 BLACK.5pt rule PMS 286 Same length as name Business Cards Business cards print 3/C PMS 286 (blue), PMS 1797 (red) and black. Use only the horizontal version of logos shown on previous pages. No other variations are allowed within the standards of the Mundelein Seminary family..5 9.5pt. Font Palatino PMS 286 7pt. type over 11pt. leading Font Helvetica Light 75% Black.375.1875 FIRST NAME 1. LAST NAME Full Title p 000.000.0000 f000.000.0000 emailaddress@usml.edu 1000 E Maple Ave., Mundelein, IL 60060-1174 www.usml.edu.1875 7pt. type over11pt. leading Font Helvetica Light PMS 286.375 Horizontal smaller version logo PMS 286 PMS 1797 BLACK.5pt rule PMS 286 2.375 long align with name 18