School of Social Work Partnering for Change Style Guide September 4, 2009
Partnering for Change Campaign Introduction Rutgers School of Social Work is embarking upon a campaign intended to create a comprehensive, visual brand consistency throughout the school. A new tagline and logo, Partnering for Change will be applied to all web and print materials to ensure an integrated visual identity for all departments and programs within the School of Social Work. This style guide provides the guidelines which illustrate the visual rules and standards to ensure this consistency. It is important for Rutgers School of Social Work to maintain a cohesive message through a strong visual identity. The following graphic symbols, when presented clearly and properly, will enhance the strengths of the institution and reinforce its message to the surrounding community. The Rutgers School of Social Work s visual campaign is based strongly off the branding of Rutgers University, creating a solid foundation and complementary aesthetic for the School of Social Work. The following pages include the criteria for use of the new tag-line and logo, including the hierarchy of graphic elements and layout for all print material. September 4, 2009 Rutgers School of Social Work Partnering for Change Style Guide 2
Table of Contents Logotype 4 Formattiing 5 colors 6 usage with background colors: black 7 usage with background colors: rutgers primary 8 usage with background colors: rutgers supplementary 9 usage with photos 10 size restrictions 11 surrounding space requirements 12 unacceptable executions 13 usage with rutgers logotype Identity 14 additional uses of the logotype 15 color guidelines 16 Typography Print Materials 17 Hierarchy of design elements 18 Typography 19 Variations: layout 20 Variations: color 21 margins and spacing Rutgers School of Social Work Partnering for Change Style Guide 3
Logotype Formatting This is the new logotype for School of Social Work, Partnering for Change. In all cases, the central graphic featuring the word for is referred to as the logo mark. No element of the logotype may be altered. This logotype may appear on either one or two lines as illustrated below. Option 1 Option 2 Rutgers School of Social Work Partnering for Change Style Guide 4
Logotype Colors The logotype may follow one of the two color schemes below. These color choices are based off the various shades of Rutgers University gray and red. In all cases the word, for, within the logo mark is knocked out. Generally, it is preferred that the logotype remains on a solid white background. Option 1 print tint of black: k80 Digital (Web/Video) r88 g88 B88 html# 585858 tint of black: k55 r137 g137 B137 html# 898989 print Digital (Web/Video) Option 2 tint of black: k95 r51 g51 B51 html# 333333 tint of black: k80 r88 g88 B88 html# 585858 Pantone 186 c0 m100 y81 K4 r210 g16 B52 html# d21034 Rutgers School of Social Work Partnering for Change Style Guide 5
Logotype usage with background Colors: black The logotype may appear on a colored background in special circumstances. When using a black background, the following shades of gray may be used. print Digital (Web/Video) tint of black: k35 r176 g176 B176 html# b0b0b0 tint of black: k65 r118 g118 B118 html# 767676 Rutgers School of Social Work Partnering for Change Style Guide 6
Logotype usage with background Colors: Rutgers Primary Color Palette When using a color from the Rutgers primary color palette as the background, all elements of the logotype must be white. The primary color palette taken from the official Rutgers Brand Book is given below. print Digital (Web/Video) Pantone 186 c0 m100 y81 K4 r210 g16 B52 html# d21034 pantone cool gray 9 tint of black: k60 r132 g133 B137 html# 848589 Rutgers School of Social Work Partnering for Change Style Guide 7
Logotype usage with background Colors: Rutgers supplementary Color Palette When using any color from the Rutgers supplementary color palette as the background, all the elements of the logotype must be white. The supplementary color palette taken from the official Rutgers Brand Book is given below. Pantone 383 c20 m0 y100 K19 html# 9ea900 pantone 7406 c0 m18 y100 K0 html# ebb600 pantone 314 c100 m0 y9 K30 html# 007fac pantone 152 c0 m51 y100 K1 html# e76f00 Pantone 7501 c0 m4 y20 K6 html# dfd2b3 pantone 5473 c82 m0 y28 K52 html# 00626d pantone 7535 c0 m3 y15 K20 html# c1bbab pantone 175 c0 m65 y100 K60 html# 703221 Rutgers School of Social Work Partnering for Change Style Guide 8
Logotype Usage with photos The logotype may be placed in front of photos in circumstances of careful design judgment. In these cases the logotype must be white. Additionally, the logotype must be separated from the background photo with a block of color. This color may be selected from the Rutgers primary or supplementary color palettes. The block of color must include an opacity or transparency around 70% - 85%. Rutgers School of Social Work Partnering for Change Style Guide 9
Logotype size restrictions The logotype must be produced at a reasonable size to ensure legibility. The absolute minimum width for both print materials and digital use is provided below. min width Print: 2 Digital: 144 pixels min width Print: 1.1 Digital: 79 pixels Rutgers School of Social Work Partnering for Change Style Guide 10
Logotype surrounding space requirements In accordance with the Rutgers logotype, a clear amount of empty space around the Partnering for Change logotype must be maintained at all times. The unit of measure is a square equal to the height of the black box with the word for in the logo mark knocked out. The examples given illustrate the minimum surrounding space required. Rutgers School of Social Work Partnering for Change Style Guide 11
Logotype unacceptable executions To ensure consistency, it is of utmost importance that the logotype remains unaltered in any way. The examples given on this page illustrate unacceptable uses of the logotype. do not distort do not crop do not rotate do not alter Rutgers School of Social Work Partnering for Change Style Guide 12
Logotype Usage with the Rutgers School of Social Work Logotype The Rutgers School of Social Work logotype should always take precedence over the Partnering for Change logotype. In this way, the Partnering for Change logotype must never appear larger than the School of Social Work logotype. The School of Social Work logotype may appear above and/or to the left of the Partnering for Change logotype, as illustrated below. School of Social Work School of Social Work Rutgers School of Social Work Partnering for Change Style Guide 13
Identity Additional Use Of the Logotype The logo mark may be used as an additional graphic element in various designs. The example given below shows the logo mark used as a method for page numbering. 3 Rutgers School of Social Work Partnering for Change Style Guide 14
Identity color guidelines In general, it is imperative to choose colors from the Rutgers primary and supplementary color palettes provided by the Rutgers Brand Book of Standards. This is intended to maintain a clear and consistent identity of the School of Business and of Rutgers University as a whole. Pantone 383 c20 m0 y100 K19 html# 9ea900 pantone 7406 c0 m18 y100 K0 html# ebb600 pantone 314 c100 m0 y9 K30 html# 007fac pantone 152 c0 m51 y100 K1 html# e76f00 Primary Supplementary print Pantone 186 c0 m100 y81 K4 pantone cool gray 9 tint of black: k60 Digital (Web/Video) r210 g16 B52 html# d21034 r132 g133 B137 html# 848589 Pantone 7501 c0 m4 y20 K6 html# dfd2b3 pantone 5473 c82 m0 y28 K52 html# 00626d pantone 7535 c0 m3 y15 K20 html# c1bbab pantone 175 c0 m65 y100 K60 html# 703221 Rutgers School of Social Work Partnering for Change Style Guide 15
Identity typography All communications, print or otherwise should use the typefaces outlined in the Rutgers Brand Book of Standards. Below are a sampling of these font families. ITC Giovanni abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 verdana (for web only) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Formata BQ abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 georgia (for web only) abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 palatino abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890 Rutgers School of Social Work Partnering for Change Style Guide 16
Print Materials hierarchy of design elements A hierarchy of page elements, including logos and graphic elements, is critical in maintaining consistency in print materials throughout the School of Social Work. The sample print materials below illustrate this hierarchy. Social Work logo top left of page hierarchy of text (see following page for fonts descriptions) Space for graphics, photos, etc... Partnering for Change logo red bar with rutgers seal extends full length of page, positioned far left Rutgers, The State University of New jersey typed out Rutgers School of Social Work Partnering for Change Style Guide 17
Print Materials Typography All print material must use one of the two Rutgers font families. Text sizes will vary based on the dimensions of the print material. It is important to maintain consistency by following the size ratio and proportions conveyed in the samples below. 1st level headers Formata BQ Medium 28/32 pt Colors can vary. Please see pages 7-8 for color guidelines 2nd level headers Formata BQ Medium 18/22 pt Black 70% tint 3rd level headers, or paragraphs ITC Giovanni Std Book Italic 18/22 pt TrackeD +15 Black 80% tint Rutgers, the State university of New Jersey Formata BQ Light 8/10 pt TrackeD +100 Pantone Cool Gray 9, or black 50% tint Rutgers School of Social Work Partnering for Change Style Guide 18
Print Materials Variations: LAyout The sample print materials below illustrate the ways in which the template can change based on elements and the size of the paper used. In some cases, font sizes may change and elements may shift, but the hierachy must always stays the same. The graphics don t have to be blocks of photos. A creative use of space, followed by the correct use of hierarchy, can make for some eye-catching print materials that remain consistent with the Social Work identity. when print sizes change, text sizes can be made smaller and text boxes can be pushed to the left, aligned with the Rutgers R. Rutgers School of Social Work Partnering for Change Style Guide 19
Print Materials Variations: color Using additional colors can help a print piece stand out and distinguish programs from one another. It is important to use only the Rutgers standard color palettes. [See pages 7-8 of this document for color guidelines.] Below is an example of using orange to highlight a particular program. To create balance, that same color was added to the accompanying graphical element. pantone 152 c0 m51 y100 K1 html# e76f00 [page 8] Rutgers School of Social Work Partnering for Change Style Guide 20
Print Materials margins and spacing The sample letter sized, 8.5 x 11 below illustrates the recommended guidelines for margins and spacing in similar print materials. Sizes may change as needed, requiring a shift of elements. This is conveyed in the sample brochure cover to the right. gray box equals distance from the right corner of the red stripe to the top left corner of the social work logo 0.385 x 0.785 with smaller widths, THE TEXT CAN BE SHIFTED LEFT-ALIGNED WITH THE rutgers R Blocks of text should be leftaligned with the s in school padding from bottom right corner of the page 0.5 x 0.5 rutgers, THE STATE UNIVERSITY OF NEW JERSEY can be put on two lines 0.875 width Rutgers School of Social Work Partnering for Change Style Guide 21
School of Social Work School of Social Work Rutgers University 536 George Street New Brunswick, NJ 08901