1 Visual Identity Standards 4.0 Dinos Information and inquiries: University Relations brand@ucalgary.ca
Visual Identity Standards 2 4.0 Dinos 4.01 Introduction 4.01 Introduction 4.02 Why Dinos? 4.03 Identity 4.04 Full Dinos logo These standards explain and illustrate the appropriate usage of the University of Calgary Dinos identity elements and spirit marks. 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 university identity and the Dinos identity. 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 email brand@ucalgary.ca. 4.05 Dinos wordmark 4.06 Dinosaur head spirit mark 4.02 Why Dinos? 4.07 Uniforms, jerseys and team apparel Alberta was once one of the richest dinosaur habitats on the planet. 75 million years ago, the sub-tropical landscape around Calgary thundered with the heavy footsteps of ferocious reptiles competing for territorial domination. Today, the University of Calgary Dinos channel that same fierce and single-minded drive for leadership on the courts, fields, lanes, ice and waves of inter-university sport and in the pursuit of new knowledge and innovation for society at large. We are all Dinos. Important The University Relations division, in partnership with Dinos Athletics, is responsible for stewarding the Dinos graphic elements. Please contact brand@ucalgary.ca, should you have questions or require guidance.
4.03 Identity 3 Using the Dinos name University of Calgary athletics teams both male and female compete under the name Dinos, but any student or employee of the university can call themselves a Dino. Pronunciation Dinos is pronounced as a shortened form of the word dinosaur, with the long i (eye) sound. A common mistake is to pronounce it dee-nohs. Apostrophe The name does not carry an apostrophe: Dinos. e.g. Dinos athletic director John Smith e.g. Dinos quarterback Joe Montana Apostrophe usage for possessive, plurals and contractions The following instances are the only appropriate times to use an apostrophe with Dinos : Possessive when referring to one specific athlete: e.g. The football is that Dino s ball. Plural possessive when referring to a group of Dinos: e.g. The Dinos four-game winning streak. Contraction of Dino is or Dino has : e.g. That Dino s on fire tonight. Dino vs. Dinos Use the singular form only when referring to a specific individual. Otherwise, it is always plural. Dinos Athletics not Dino Athletics Dinos Hockey not Dino Hockey Exceptions include special events such as Night of the Dino, Husky Dino Cup, and Dino Open. University of Calgary The Dinos always represent the University of Calgary and play in a university league. When using the full reference to the teams, use the University of Calgary Dinos rather than the Calgary Dinos. Dinos colours The official colours of the Dinos are the traditional red and gold of the University of Calgary: RED Process: C5 M98 Y100 K0 RGB: R227 G39 B38 Hex: #e30c00 Black, white, and grey are used as accent colours where necessary, or as a base colour where uniform regulations dictate. BLACK Process: C0 M0 Y0 K100 RGB: R0 G0 B0 Hex: #000000 GOLD Process: C0 M18 Y100 K0 RGB: R255 G210 B0 Hex: #ffcc00 WHITE Process: C0 M0 Y0 K0 RGB: R255 G255 B255 Hex: #ffffff GREY Dinos identity elements and spirit marks Process: C35 M28 Y29 K0 RGB: R170 G170 B170 Hex: #aaaaaa University of Calgary Dinos identity elements and spirit marks are for use by the university s Athletics department and university-sanctioned sports, spirit and student organizations, and by university units using the mark for spirit activities. The identity includes the full Dinos logo, the Dinos wordmark and other spirit marks (the dinosaur head and the interlocking UC monogram). Any use of the Dinos identity on a product must be approved by University Relations or Dinos Athletics and must be produced by a preferred vendor.
4.04 Full Dinos logo 4 The full Dinos logo is the primary identity mark. All official athletic materials of any kind must use this primary mark. It was produced in 2012 in consultation with multiple stakeholder groups on campus and in the surrounding community. It is intended to respect the legacy of the athletics program at the University of Calgary while conveying a renewed sense of power, ferocity, dynamism, professionalism, and performance-oriented competition. The graphic elements have been drawn and arranged in a specific, proprietary way and early in 2013 this logo was filed for trademark protection. Redrawing or misusing this logo will result in diluting and weakening the impression of the Dinos identity. Following these standards will ensure consistent representation. Red Gold White Black Grey (shadow) Four-colour CMYK (primary)
5 Proper use The primary Dinos logo needs to be flexible to work in a variety of applications and contexts. This page presents the acceptable applications of the full graphic, showing how to achieve maximum impact in any situation. The full-colour graphic may be used only on white backgrounds. The full-colour graphic with a white outline may be used on 100% black backgrounds. The single-colour, black-only graphic may be used on white or light backgrounds up to the equivalent of a 25% tint of black. The single-colour, white-only graphic may be used on solid backgrounds of only the following colours: UCalgary red, gold or black The full-colour graphic or two-colour graphic with a white outline may be used on solid backgrounds of only the following colours: UCalgary red, gold, black or grey.
6 Sizing and protected area The minimum size for general applications is 2.5 cm or 1 inch high. The Dinos logo should be protected on all sides by a clear area. This clear area ensures that no other text or graphics encroach on the logo 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 D in the Dinos wordmark. The clear area is one times the height of the D on the top and bottom and one times the width of the D on the left and right of the logo. Minimum size = 2.5 cm or 1 inch high Protected area
7 Incorrect reproduction The following illustrate incorrect usage of the primary Dinos logo. To avoid these incorrect uses, always reproduce the mark from official electronic artwork. University of Calgary Do not change the colours. Do not use tints of the colours. Do not recolour as a single-colour logo except black or white. Do not skew or distort the logo. Do not redraw any part of the logo. Do not redraw the type. Do not separate the type from the rest of the logo. Do not rotate the logo.. Incorrect application The following illustrate incorrect applications of the primary Dinos logo. Go Dinos Go!! Do not place over a textured or graphic background. Do not place over coloured backgrounds other than UCalgary red, gold, black, white, or grey. Do not place over a photograph. Do not place inside another graphic shape. Do not add text elements. Do not use drop shadows, 3D and other effects. Do not pull the logo apart to make animated graphics.
Relationship to the university brand The Dinos Athletics program exists as both a competitive and an academic enterprise within the University of Calgary. In keeping with the objective of establishing and reinforcing the concept of one university family from a brand perspective, Dinos Athletics falls under the master umbrella identity of the university as a secondary brand element. The Dinos mark is always used in tandem with a University of Calgary identifier be it the text in the primary Dinos mark, the master University of Calgary crest or the interlocking UC monogram. When they appear together, the Dinos mark is virtually always set in a subordinate manner to the University of Calgary crest at 60% of its size or less. The exception to this is when the document, ad or tool is explicitly promoting the Dinos (e.g. game-day program, billboard, uniform etc.). In these cases, the Dinos mark may sit in a prominent position and be sized larger than the university identity elements. In advertising and other publications, the Dinos mark always sits diagonally from the University of Calgary identity. There is master artwork available for this variation. Do not attempt to recreate it by deconstructing the primary Dinos mark. The same proper use, reproduction, and application standards apply to this variation as to the primary Dinos mark. It is acceptable to use the Dinos mark without the University of Calgary descriptor element in cases where context of the affiliation is already established. 8 Dinos Athletics Sponsorship Package 2013-2014 Season GODINOS.COM The Dinos mark must always be diagonal and no more than 60% of the size of the university logo. The Dinos mark can be used at a size larger than the university mark if it is the focus of the piece. It is acceptable to use the Dinos mark in a more prominent position than the crest and without the University of Calgary descriptor element in cases where the context of the affiliation is already established.
9 Relationship to the university brand Do not set the Dinos mark in equal size and similar position to the University of Calgary identity so as to infer a partnership or joint initiative. Do not switch positions of the Dinos marks with the University of Calgary identity. Do not set the Dinos mark in equal size and similar position to the University of Calgary identity so as to infer a partnership or joint initiative. Do not switch positions of the Dinos marks with the University of Calgary identity. Electronic files Master artwork and electronic files for the full Dinos mark including a custom version for embroidery applications are available by emailing brand@ucalgary.ca.
4.05 Dinos wordmark 10 This section covers the proper usage and implementation of the Dinos wordmark and its variations. There are instances where the full Dinos logo is not appropriate for reasons that may include the size of the space available or the ability of the substrate to carry the full graphic in a high-quality manner. In such cases, the Dinos wordmark can be used. Proper Use The full-colour wordmark may be used only on white backgrounds. The full-colour wordmark with a white outline may be used on 100% black. The single-colour, black-only graphic may be used on white or light backgrounds up to the equivalent of a 25% tint of black. The single-colour, white-only graphic may be used on solid backgrounds in only the following colours, as shown above: UCalgary red, gold, black. The full-colour graphic or two-colour graphic may be used may be used on solid backgrounds in only the following colours, as shown above: UCalgary red, gold, black or grey.
11 Sizing and protected area The minimum size for general applications is 2.5 cm or 1 inch wide. The Dinos wordmark should be protected on all sides by a clear area. This clear area ensures that no other text or graphics encroach on the wordmark to decrease its legibility and impact. The clear area is determined by using the height of the D in the Dinos wordmark. The clear area is one times the height of the D on the top and bottom and one times the width of the D on the left and right of the logo. Minimum size = 2.5 cm or 1 inch wide Protected area
Dinos wordmarks by varsity and club sport 12 The Dinos wordmark is available with a second line underneath that features the name of each varsity and club sport. The sport name is part of the official wordmark and may not be altered in any way. These are the only authorized marks to be used on marketing materials and training apparel specific to each individual varsity sport and each individual club sport (when the club athletes are competing as Dinos). Use of the Dinos wordmark with the sport specifier is restricted to Dinos Athletics use only but not for official uniforms. Ideal applications are on training gear and warm-up apparel. The Dinos wordmark with sport specifier is always used in tandem with a University of Calgary identifier be it the master University of Calgary logo or the interlocking UC monogram. Full colour Single or two-colour
13 Incorrect reproduction The following illustrate incorrect usage of the Dinos wordmark. To avoid these incorrect uses, always reproduce the mark from official electronic artwork. University of Calgary 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 redraw the type. Do not separate the type from the rest of the graphic. Do not rotate the graphic. Incorrect application The following illustrate incorrect applications of the Dinos wordmark and wordmark with team sport identifier. Go Dinos Go!! Do not place over a textured or graphic background. Do not place over coloured backgrounds other than UCalgary red, gold, black, white, or grey Do not place over a photograph. Do not place inside another graphic shape. Do not add text elements to the graphic. Do not use drop shadows, 3D and other effects. Do not pull the graphic apart to make animated graphics. Electronic files Master artwork and electronic files for the Dinos wordmark including a custom version for embroidery applications are available by emailing brand@ucalgary. ca.
University of Calgary University of Calgary University of Calgary University of Calgary 4.06 Dinosaur head spirit mark 14 This section covers the proper usage and implementation of the dinosaur head spirit mark. This identity element is for use by Dinos Athletics and universitysanctioned sports, spirit and student organizations, and by university units using the mark strictly for spirit activities. The dinosaur head can be used as a separate visual element to help reinforce a connection with the Dinos Athletics program and the University of Calgary. It has been created as a custom design; do not attempt to reproduce it independently. The dinosaur head is intended for use as a secondary element, smaller in size and less prominent than the primary Dinos logo or Dinos wordmark. (e.g. for a helmet, sleevecap). Proper Use The full-colour graphic with white outline may be used on white, 100% black and solid backgrounds in only the following colours: UCalgary red, gold, black or grey. University of Calgary University of Calgary University of Calgary The single-colour, black only graphic may be used on white or light backgrounds up to the equivalent of a 25% tint of black. The two-colour graphic may be used may be used on solid backgrounds in only the following colours: UCalgary red, gold, black or grey.
University of Calgary 15 Sizing The minimum size for general applications is 2.5 cm or 1 inch high. Minimum size = 2.5 cm or 1 inch high
University of Calgary University of Calgary University of Calgary University of Calgary University of Calgary University of Calgary University of Calgary University of Calgary University of Calgary University of Calgary 16 Incorrect reproduction The following illustrate incorrect usage of the dinosaur head spirit mark. To avoid these incorrect uses, always reproduce the mark from official electronic artwork. 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. Do not skew or distort the graphic. Do not redraw any part of the graphic. Do not use without the copyright statement. Incorrect application The following illustrate incorrect applications of the dinosaur head. Go Dinos Go!! Do not place over a textured or graphic background. Do not place over coloured backgrounds other than UCalgary red, gold, black, white or grey. Do not place over a photograph. Do not place inside another graphic shape. Do not add text elements to the graphic. Do not use drop shadows, 3D and other effects. Electronic files Master artwork and electronic files for the dinosaur head spirit mark are available emailing brand@ucalgary.ca.
17 Use as a supergraphic In controlled applications, the dinosaur head 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 at 85-95% transparency. It must always be accompanied by the full Dinos graphic. In the maximum crop of the supergraphic, at least 2/3 of the graphic must be visible. In the minimum crop of the supergraphic, the graphic must bleed off at least two left-hand side edges, and must take up at least 50% of the width of the piece. Other elements such as type may appear on top of the supergraphic.
18 Incorrect reproduction Do not reverse the colours of the supergraphic. Do not use the supergraphic in black only. It can only be a screen of 5-15% black. Do not use the supergraphic in black and white. Do not bleed the supergraphic off the right-hand side of the design. The background colour for the supergraphic must always be UCalgary red, gold, black or white only. Do not use the supergraphic by itself without the supporting Dinos and University of Calgary logos Do not use the supergraphic at 100% opacity. Do not use the supergraphic at less than 50% the width of the piece.
4.07 Uniforms, jerseys and team apparel 19 The following jersey standards apply to all programs. Teams are encouraged to work collaboratively with Dinos Athletics in their jersey design process. All new jersey designs must be approved by the Director of Athletics or designate. Primary colours In recognition of the fact that teams generally need a light uniform and a dark uniform (for distinction at home and away games), the preferred base colours for these jerseys should be white (light) and red (dark). Regardless of the base colour, the University of Calgary colours of red and gold must always be key elements of the design. White and black are permitted as accent colours. Primary logo The default is to use the full-colour primary Dinos logo in a place of prominence on the uniform, ideally on centre chest. Where this is not permitted, the Dinos wordmark may be used. Where international competition regulations stipulate the colours of uniforms (e.g. wrestling), and these colours are not complementary to the Dinos colour palette, use the single-colour (black or white) versions, as most appropriate. Secondary elements A university identifier element must always be present on jerseys or uniforms, be it in the full Dinos logo or through use of a secondary element. The official University of Calgary or the interlocking UC monogram may be used as secondary elements in this case. In addition (but not instead), the dinosaur head may be used as a secondary element. Numbers Number size and placement should reflect the regulations of each sport. However, the typography should reflect the Dinos Athletics official numerical typeface (a variation on Neutraface Titling). Player names Where possible, player names (if included on the jerseys) should be rendered in the same typography as the numbers. Wording Dinos is the preferred feature wording for home and away jerseys. A reference to the University of Calgary must appear elsewhere on the uniform, be it the university logo or the interlocking UC monogram. Team apparel Dinos team apparel should always incorporate red and gold as primary colours. Black, white or grey can be used as base colours as well, as long as both red and gold are present on the apparel. The logo on the team apparel should be either the primary Dinos logo or the Dinos wordmark with team specifier.