BRANDING STANDARDS MANUAL 2014
Index Logo University version 2 School versions 3 Usage Spacing 4 Sizing 5 Color 6 Logo mark 7 Unacceptable Executions 8-9 Color 10-11 Typography 12 Other Graphic Marks Seal 13 Athletic logo 13 Stationery 14 Hamline University s message is an important one. This brand identity guide is designed to help us all share it. A brand identity system is a focused strategy that creates a strong, unified set of visual standards, ensuring that all graphic and visual elements used in publications communicate the same message. The identity is not read as words, but processed by the brain visually, evoking a complex set of associations much more powerful than text. In this guide, you will find visual identity guidelines that all Hamline publications print or electronic are required to follow. These guidelines help us convey Hamline s personal, welcoming nature and commitment to innovation in education. Having a clear, consistent message helps Hamline s identity become more well-known and enhances its reputation in the marketplace. Please use this guide as a resource for your office and external vendors. Obtaining visual elements All university logos, photography, and graphic elements are available for download at www.hamline.edu/medialibrary. A login is required and will be granted to faculty and staff upon request. Hamline University BRAND IDENTITY GUIDE 1
Logo University Version Hamline University s logo should be used on all Hamline publications, websites and e-communications, and materials. Only the original electronic files from Hamline (available at www.hamline.edu/medialibrary) should be used; the logo should never be recreated or altered. This logo replaces all previous Hamline University wordmarks and logos, but does not replace the university seal and athletic logo (see page 13). Formats Two formats exist: horizontal and vertical. You may use either logo depending on the piece; in general, the horizontal format is best for web and electronic usage, and the vertical format works best on print publications. Hamline University BRAND IDENTITY GUIDE 2
Logo School versions School-specific versions of the logo also exist and should be used on school-specific materials. In cases where multiple schools are involved, the universitylevel version of the logo should be used (see page 2). The official electronic files must be used. School names or other names may not be written in below the logo (see examples on page 9). These logos are the only versions that may be used. Offices and departments should use the university or school-specific logo as appropriate. Hamline University BRAND IDENTITY GUIDE 3
Logo Usage Spacing requirements Spacing In order to protect the integrity of the Hamline logo, white space needs to be maintained around the logo s perimeter. Under no circumstances should any text or graphic intersect or be placed immediately adjacent to the Hamline logo. x= No matter what size you re using the logo, leave at least a space around the logo equal to the height of two H s in Hamline (see illustration at right). The preferred amount of space is at least 1/2-inch all the way around, but the -height is the minimum allowable space. x= cap height of H Hamline University BRAND IDENTITY GUIDE 4
Logo Usage Recommended size (for brochures and other hand-held publications) Sizing The logo looks best when used at a size appropriate for the medium it is on. For brochures and other hand-held publications, the recommended size for the vertical logo is 1 inch wide and the recommended size for the horizontal logo is 2.5 inches wide. This is also true for the school versions of the logos. Because the words in the logo can be difficult to read when the logo is small, the minimum recommended sizes are 5/8 inches wide for the vertical and 1.75 inches wide for the horizontal. On posters, signage, and other media meant to be viewed from a distance, a larger size of logo is recommended. 1" Minimum recommended size (for all uses) 5/8" 2.5" 1.75" Hamline University BRAND IDENTITY GUIDE 5
Logo Usage Color The logo should appear in burgundy, black, or white (if reversed out on a colored background). The logo is always used in one color at a time, i.e. all elements of the logo must be the same color. Make sure to keep an obvious contrast between the logo and the background. Once that contrast is no longer obvious, reverse the element out of the background color. Use a one-color reverse on dark colors. Do not tint the logo or change the colors. Hamline University BRAND IDENTITY GUIDE 6
Logo Usage Logo mark The abbreviated logotype (university s initial) may be used when there is limited space available to use the full logotype. Due to the wide range of materials on which the Hamline logo may appear, an abbreviated logotype has been created to accomodate limited space applications such as online banner ads, button ads, video bugs, or labels. Guidelines When using the logomark symbol by itself, the Hamline University name must appear elsewhere on the page. Do not combine the abbreviated logotype with any other logos or identities. Do not distort or rotate the abbreviated logotype. The acceptable abbreviated logotype color is PMS 201 (see page 6). The minimum width of the abbreviated logotype is 0.25 or 18 pixels wide on screen. Hamline University BRAND IDENTITY GUIDE 7
Logo Unacceptable Executions Incorrect color: Color Pages 7-8 illustrate some of the most common errors made when reproducing the Hamline logo. The sizes and position of these two elements should never be changed, though the logo as a whole may be sized to any percentage. The following list outlines the basic rules for working with the logotype: Maintain the proportions of the logotype as shown above. Do not obscure any part of the logo. Do not remove the word University. Do not add a drop shadow or any other special effects to the logotype. The illustrations on the following pages demonstrate how the logo should be sized and how it should be applied to publications, novelty items, and other materials. Hamline University BRAND IDENTITY GUIDE 8
Logo Attaching text to the logo, not preserving the safe space, using the logo as part of a sentence or headline Placing the logo over photos, textures, or colors that make the logo difficult to read Use of logotype without H seal Altering the logo, modifying the type, not preserving proportions Applying a drop shadow Hamline University BRAND I D ENT I T Y G U I D E The logotype should never be expanded or condensed 9
Color Usage for Print Primary Color Palette Secondary Color Palette Hamline s official colors are burgundy (Pantone 201) and gray (Pantone 405). A wider color palette exists to add depth and energy to Hamline s identity. The following colors are the only colors to be used on publications, materials, and the website. Tints of these colors, as well as black and white, are also acceptable. PMS: 4625 CMYK: 30/72/74/80 PMS: 716 CMYK: 0/61/99/0 Please use the exact PMS colors (for print) or hex colors (for web) and avoid trying to match colors based on what you see on a computer screen or office printer. The appearance of the colors will vary widely on different media; using the PMS and hex colors will ensure accuracy. PMS: 1817 CMYK: 0/90/100/71 PMS: 323 CMYK: 96/16/42/57 PMS: 201 CMYK: 7/100/68/32 PMS: 485 CMYK: 0/95/100/0 PMS: 581 CMYK: 25/19/100/70 PMS: 405 @ 30% CMYK: 8/9/11/22 PMS: 471 CMYK: 5/71/100/23 PMS: 3975 CMYK: 8/7/100/25 PMS: 405 @ 60% CMYK: 16/18/21/43 PMS: 405 CMYK: 26/31/35/72 Hamline University BRAND IDENTITY GUIDE 10
Color Usage for Web Primary Color Palette Secondary Color Palette Hamline s official colors are burgundy (HEX: #95021e) and gray (HEX: #BFB9B6). Burgundy is the primary color and should have a strong presence on any piece. Gray should also be included as a secondary accent color when possible. HEX: #660D00 HEX: #666200 A wider color palette exists to add depth and energy to Hamline s identity. The following colors are the only colors to be used on emails, ads, and the website. Tints of these colors, as well as black and white, are also acceptable. HEX: #D03A30 HEX: #C2B600 Please use the exact hex colors and avoid trying to match colors based on what you see on a computer screen or office printer. The appearance of the colors will vary widely on different media; using the hex colors will ensure accuracy. HEX: #95021E HEX: #00697F HEX: #BFB9B6 HEX: #89827E HEX: #4E4540 Hamline University BRAND IDENTITY GUIDE 11
Typography Print Hamline recommends the use of these fonts in print publications: Neutraface or Clarendon. These fonts convey Hamline s brand identity and ensure a consistent experience across platforms. For paragraph copy, Myriad and Adobe Garamond provide the best readability and spacing. Garamond may be used when Adobe Garamond isn t available. Clarendon is best used for bold or headline copy and should not be used for paragraph copy. Web Hamline web communications use one of five fonts: Verdana, Myriad, Neutraface, Adobe Garamond, or Clarendon. Verdana is a commonly used font for web products and should be used for body copy. The CMS uses only Verdana. Adobe Garamond, Clarendon, Myriad, and Neutraface may be used for graphic text elements such as headers or buttons. Neutraface Book (primary typeface) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus blandit elit eu orci bibendum vehicula. Neutraface Book Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus blandit elit eu orci bibendum vehicula. Clarendon (secondary typeface) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus blandit elit eu orci bibendum vehicula. Georgia (web typeface) Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Lorem ipsum dolor sit amet, consectetur adipiscing elit. Vivamus blandit elit eu orci bibendum vehicula. Hamline University BRAND IDENTITY GUIDE 12
Other Marks Seal The Hamline University seal is the academic symbol of the university. It may be used on diplomas, formal publications, and legal documents. It may not be used as an identifier or graphic on any other publication without the permission of Marketing Communications. The seal may only appear in PMS 201 (burgundy), with or without gold foil, or black. The School of Law has an official seal of its own. It may be used on academic publications and for formal occasions. Athletic Logo The interlocking HU is the athletic symbol of the university. It may be used on only athletic or sportsrelated apparel and materials. Only the official electronic file of the logo (available at www.hamline. edu/medialibrary) should be used; the logo should not be recreated in another format. Hamline University BRAND IDENTITY GUIDE 13
Letterhead Hamline maintains one letterhead system to be used by all areas of the university. Letterhead orders are batched as a university and organized biannually through Mail Services. Artwork and ordering information will be available in mid-february. JACQUELINE GETTY Media Relations Director Communications MS-C1916, 1536 Hewitt Avenue Saint Paul, MN 55104-1284 p: 651-523-2202 c: 651-324-1175 f: 651-523-2030 jgetty01@hamline.edu www.hamline.edu Marketing Communications MS-C1916 1536 Hewitt Avenue Saint Paul, MN 55104-1284 Marketing Communications MS-C1916, 1536 Hewitt Avenue, Saint Paul, MN 55104-1284 p: 651-523-2216 f: 651-523-2288 omc@hamline.edu www.hamline.edu Hamline University BRAND IDENTITY GUIDE 14