MSOE Brand and Identity Guidelines The first, and sometimes only, tangible expressions of MSOE are the communication vehicles created by the university. Whether print or digital, they are a vital part of establishing the university s brand and identity. MSOE communications must reflect our character, present our key messages and highlight our differentiators to our audiences. As employees we are all brand ambassadors and have a role in creating a consistent and professional image for the university. Adhering to the Brand and Identity Guidelines, as well as using the Associated Press (AP) Stylebook as a guide for writing and formatting text, ensures that we are communicating visually and verbally in the same manner. A successful MSOE brand and identity relies on your assistance.
About MSOE 6 The MSOE Name 6 Identity Elements 7 University Logo 8 10 University Seal 11 Athletic Identity 12 Other Logos 13 Typography 14 University Color Palette 15 Photography 16 17 Illustration and Icons 19 Identity Application 19 Brand Characteristics 20 Guideline Adherence 21 Stationery 22 Signature Block 23 Nomenclature 24 25 T-shirts 26 Grid Suggestions 27 Template / Self-Serve 27 4 5
About MSOE The MSOE Name Milwaukee School of Engineering is a private, non-profit university offering bachelor s and master s degrees primarily in engineering, business, mathematics and nursing. At MSOE, you will find a caring community of students and faculty. Our faculty are passionate about teaching. Our students are bright, creative, hard-working and fun to be around. Together, we are committed to fostering a higher standard of academic programming, research, personalized service, instruction and guidance. Mission Statement MSOE is the university of choice for those seeking an inclusive community of experiential learners driven to solve the complex challenges of today and tomorrow. MSOE, the acronym, the Milwaukee School of Engineering, and the MSOE logo are registered U.S. trademarks. Our preferred name is MSOE, however for clarity purposes it is sometimes appropriate to use Milwaukee School of Engineering (MSOE) and then MSOE in later references within the same communication vehicle. MSOE is referred to as a university (in lower case). There is no instance where MSOE would be referred to as a college. Although MSOE refers to itself as a university, the word university is not part of its formal name. In text, the word university, when referring to MSOE, should not be capitalized. Vision Statement MSOE will set the standard for preparing leaders to solve the diverse technical challenges of the 21st century. Our Values Collaboration We value working together across boundaries. Excellence We value the pursuit and achievement of excellence. Inclusion We value authentic engagement with diverse people, beliefs and ideas. Innovation We value creativity and new ideas for lifelong service, discovery and growth. Integrity We value doing the right thing in a reliable way. Stewardship We value the responsible use of our resources. 6 7
University Logo MSOE s logo is a red square comprised of the letters MSOE set in upper-case letters. A black block with the word university set in upper-case letters sits below the red square. The original logo was created by industrial designer Brooks Stevens in 1978 during MSOE s 75th anniversary celebration. The university block was added in 2012 to ensure audiences understood the breadth of MSOE s academic offerings. Not only has the logo withstood the test of time, it grows more valuable every day. The MSOE logo is the cornerstone of our visual identity system and must appear on all MSOE print and digital communication vehicles. Logo Variation A version is available for use on full-color backgrounds. Background Correct Logo Variation Incorrect Use Reproduction As with any mark, the MSOE logo has been carefully created from the color of the box to the spacing between the letters. It should never be recreated or redrawn. Digital files are available for use in EPS (vector) files in both Macintosh and Windows formats. These are located in the COMMON folder of the O drive. A black logo should only be used for one color production, or when the red logo would not be visible. Trademark MSOE s logo is a registered trademark of the university and must be reproduced in the configurations and colors shown in this document. The logo cannot be photocopied, scanned, recreated, re-proportioned or altered in any way. Variations The Marketing and Public Affairs Department has developed several variations of the logo for use in specified situations, as noted within these guidelines. In all variations, the logo must remain in its box with the university box below it. This relationship should not be modified in any way. A reversed logo with white lettering and and outline may be used on red backgrounds or on one-color print materials with black backgrounds. A PMS 200 and logo with a white university box may be used on dark colored backgrounds, where the black university box would not show up. 8 9
University Seal Please note that not every acceptable or unacceptable use of the logo can be addressed here. It is the responsibility of individual to use the logo correctly. Feel free to contact the creative director with any questions or for guidance. Logo Don ts The university seal is used for the highest official university documents (diplomas, legal documents, etc.). It may only be used on other materials with the permission of the Marketing and Public Affairs Department. The seal must never replace the university logo on MSOE visual materials including publications, stationery, advertising or electronic media. The seal may be reproduced only from an original digital file (.AI Adobe Illustrator,.EPS or JPEG formats). In addition, the seal must not be photocopied, scanned, recreated, re-proportioned or altered in any way. Seal Don ts Don t change the proportions. Don t print the logo in a color other than MSOE red (PMS 200) or black. Don t screen the logo. Don t use the seal without permission from the Marketing and Public Affairs Department. Don t recreate the seal. Don t re-proportion the seal. Go Raiders! Don t print the seal in a color other than MSOE red (PMS 200) or black. Don t rotate the seal. Don t add to or delete parts of the logo. Don t rotate the logo. Make sure there is no white bar between the red and black boxes. 10 11
Athletic Logo Other Logos Prior to May 2018, a Roscoe Raider logo was used to represent MSOE s athletic programs. With the creation of a new logo launched in May of 2018, Roscoe is now simply a mascot. The new sword and shield logo has been adopted for use on uniforms, sportswear and in the athletics environments. The sword and shield logo must never replace the university logo as the official university mark. It is critical to the integrity of the logo and identity system that the athletic logo never be modified or altered from its intended configuration. The elements of the logo are never to be reconfigured or used separately. See the Raider Athletics Graphic Standards document for more information on the athletic logos and their uses. Or, for questions, contact the sports information director. Athletic Color Palette MSOE Red PMS 200 #A10A04 24/100/70/15 Black (100% K) #000000 0/0/0/100 PMS 431 91/103/112 45/25/16/59 The Rader School of Business logo is to be used to represent the MSOE business programs. It may be used in its two-color format (PMS 200 and PMS 295) or in one-color (black). The School of Nursing logo is to be used represent the MSOE nursing programs. It may be used in its full color (PMS 200, PMS 1255 and black), two-color format (PMS 200 and black) or in one-color (black). The Applied Technology Center TM (ATC) logo is to be used in materials representing the ATC. It may be used in its one color (black) format or it may be reversed out of dark backgrounds. Primary logo full color Primary logo full color Reversed Primary Logo Single Color The Fluid Power Institute TM (FPI) logo is to be used in materials representing the FPI. It may be used in its one color (black) format or it may be reversed out of dark backgrounds. The Rapid Prototyping Consortium (RPC) logo is to be used in materials representing the RPC. It may be used in its tiff format or in black. Simplified logo full color Simplified logo full color Reversed Simplified logo Single Color The Grohmann Museum logo serves as the signature logo for the endorsement of the MSOE Grohmann Museum. It may be used in one-color formats (PMS 200 or black) or two-color format (PMS 1245 and 200). The logo may be used in a reverse format. The WMSE logo is a registered U.S. trademark and represents WMSE 91.7 FM radio station. The logo may be used in its two-color format (PMS 200 and black) or in one-color (black or reversed in white). 12 13
Typography University Color Palette There are two primary typefaces that should be used in MSOE marketing materials. The serif typeface is Minion Pro. The sans-serif typeface is the Brandon Grotesque family. MSOE s primary colors are red, white and black. Secondary colors of the university should be used to add character and interest to the page. Support tones are also used to add character and can be especially beneficial in two-color design. Minion Pro ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Styles: Regular Italic Medium Medium Italic Semibold Semibold Italic Bold Bold Italic Bold Condensed Primary Colors MSOE Red PMS 200 #A10A04 24/100/70/15 Black (100% K) #000000 0/0/0/100 White 250/250/250 0/0/0/0 Secondary Palette PMS 165 255/127/65 0/59/80/0 PMS 375 151/215/0 30/0/64/0 PMS 7404 244/218/64 0/8/86/0 PMS 311 5/195/222 68/0/13/0 PMS 7479 38/208/124 56/0/58/0 PMS 7711 0/151/169 98/0/28/4 Brandon Grotesque ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*() Styles: Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold Italic Black Black Italic Support Tones PMS 427 208/211/212 7/3/5/8 PMS 429 162/170/173 21/11/9/23 PMS 2727 48/127/226 70/47/0/0 PMS 430 124/135/142 33/18/13/40 PMS 431 91/103/112 45/25/16/59 PMS 2125 84/97/200 75/55/0/0 PMS 432 51/63/72 65/43/26/78 PMS 433 29/37/45 90/68/41/90 14 15
Photography Use of photography is one way to help tell the story and make our communications pieces compelling. When selecting an image for use, ask the following questions: This versus... That This too... Are there elements in the shot that help tell the story? The environment? The clothing? Yes, there will be moments when the grin and grab images can be used but, overall, our images should show the story we are trying to tell. Is there action taking place in the image? Does the image tell a story without a caption? Generally, we want to use images of people doing something, not simply standing and smiling for the camera. Is the composition strong? Are the formal elements of the shot interesting? Perspective. Depth of field. The angle or crop of the shot. Interesting shots draw the eye in. When using multiple shots have an assortment of close-ups, mid-range and distant shots to create visual interest. Other questions: Does the image tell a story? Is the light acceptable (or even interesting)? Does the image evoke emotion? Does the image look real (not staged)? 16 17
Illustration and Icons Much of the learning and work at MSOE is supported by equipment, machines and computers. The displays for these items and processes for the work use a visual language that is all their own pixels, waves, networks, etc. This type of Illustration can be used in conjunction with photography to create a richer visual story. Illustration should rarely be used on its own in marketing materials. Illustration Examples Icons can also be used as a representative symbol of something. Typically icons are used when a number of larger concepts are used together. They are also used as standard practice to represent social media presence. MSOE maintains an official institutional presence on Facebook, Twitter, LinkedIn, YouTube and Instagram. Please coordinate with the director of communications if your group or department is interested in establishing a social media account. At the time permission will be granted to use the MSOE logo on the account. When referencing a social media account, the icons used to represent these accounts can be formatted as circles, squares or as just the icon. They can be printed in color, MSOE red, black or reversed in white. Icon Examples Social Media Icons 18 19
Brand Characteristics Standards and Guidelines Adherence It is important to have a set of guiding attributes and characteristics to which creative decisions can be held. These characteristics are informed by the 2018 website redesign research and discovery work, and summarize the feelings and impressions MSOE work elicits from its audiences. Voice and tone characteristics relate to writing and messaging while look and feel characteristics speak to aesthetics. Both lists can reflect on an entire project. Many see standards and guidelines programs as a limit to creativity. But, a good guidelines and standards program allows for flexibility and creativity while maintaining cohesive elements to support brand efforts. The diagram below shows the range of adherence in approaching MSOE s standards program to allow for creative expression within a identity program construct. While levels of adherence do exist within the program, the connection to brand characteristics is mandatory. There are no options for non-adherence. Voice and Tone Look and Feel Practical Industrious Respected Collective Supportive Warm Confident Grounded Dynamic Solid Effective Driven Quirky Nerdy (in a good way) Brainy Tangible complete adherence tight adherence looser adherence Stationery Campus signage Department nomenclature HR materials University signature MSOE website Commencement materials Administrative forms Departmental marketing information Enrollment campaigns Advertising campaigns Departmental communication (staff and student) Invitations Special event look and feel (Note: You do not need to create a logo for an event) Student group event communications Magazine articles 20 21
Stationery University Address Block Stationery materials (letterhead, envelopes and business cards) are the most widely used communication tools and the foundation of the identity system. By establishing a stationery format and specification, the university ensures visual consistency and quality. This includes both digital and printed stationery. To download and open the electronic letterhead you will need Microsoft Word installed on your computer. To order stationery or for questions about stationery, contact the director of marketing services. The university address block is the combination of the logo and address used on marketing materials. The block is different from the stationery or return addresses in that it includes the phone number as well as the MSOE website. The block can be modified to include the name of a specific administrative or academic department. Department Variation University Letterhead 8-1/2 x 11 The MSOE logo is in the upper left hand corner of the page. If a department/office name is listed, it is positioned to the right of the logo. 1025 N. Broadway Milwaukee, WI 53202 (800) 332-6763 msoe.edu Human Resources 1025 N. Broadway Milwaukee, WI 53202 (800) 332-6763 msoe.edu The address block is positioned in the center at the bottom of the page. University Envelopes Business or window envelopes #9 or #10 The MSOE logo is in the upper left hand corner of the page. The address block is aligned left and to the right of the logo. Milwaukee School of Engineering 1025 North Broadway Milwaukee, WI 53202-3109 (414) 277-7300 www.msoe.edu 1025 N. Broadway Milwaukee, WI 53202 (800) 332-6763 msoe.edu Civil and Architectural Engineering and Construction Management 1025 N. Broadway Milwaukee, WI 53202 (800) 332-6763 msoe.edu University Business Cards The MSOE logo is in the upper left hand corner of the card. The address block is right justified at the bottom of the card and the mailing address is standard on all cards. Personal information, to the right, includes: name, highest degree earned (if applicable), title, telephone number, fax number and email address. Milwaukee School of Engineering 1025 North Broadway Milwaukee, WI 53202-3109 Name Title Department/Office Phone Fax Email Type is set in Brandon Grotesque Medium with +2 points of leading over the type size. Set the website in Brandon Grotesque Medium Italic. The phone number should always be formated as noted here. The type is black unless on a dark background it can then be reversed to white. The size of the text is equal to the cap height of the letter I in the black university box. The space between the logo and the address typography is the same width as the black university box. Finally, the website address should align to the top edge of the black university box. Department names should be set in Brandon Grotesque Black. For a single-line department name and names that stretch to two lines, align the address typography to the top of the letters within the MSOE logo. www.msoe.edu Milwaukee School of Engineering 1025 North Broadway Milwaukee, WI 53202-3109 22 23
Nomenclature Departmental nomenclature creates a typographic setting for academic and administrative department names. These specifications can be used for items such as apparel and signage. One-Line / One-Word Two-Line / Two Plus Words Operations Operations Information Technology Information on Technology Mathematics Mathematics atics Mechanical Engineering Mechanical cal Engineering Three-Lines Plus Humanities, Social Science and Communications Humanities, ies, Social Science and Communications Civil and Architectural Engineering and Construction Management Civil and Architectural Engineering and Construction Management 24 25
T-shirts Grid Suggestions Templates and Self-Serve T-shirts are sometimes designed by Marketing and Public Affairs and sometimes produced by the department or student group. T-shirts, while needing to be fun, are also a branding opportunity. For T-shirts designed outside of Marketing and Public Affairs, the MSOE logo must be located in one of three areas: the left chest, the edge of the sleeve or on the back near the neckline. In addition, every effort should be made to avoid inappropriate images. If you have questions about what is appropriate and what is not, feel free to contact the creative director. There are natural grid lines that extend from the MSOE logo. Take these into consideration when designing marketing materials. Marketing and Public Affairs is working towards creating more self-serve materials for faculty and staff use. Currently, there is a university PowerPoint template located on the O drive. Our goal is to ensure easily obtained materials are available to support the MSOE brand story. We will communicate when we have new offerings or processes for you. 26 27
1025 N. Broadway Milwaukee, WI 53202 (800) 332-6763 msoe.edu Job Number The job number is placed on the back or in a inconspicuous place on a marketing vehicle. It s purpose is for tracking files and artwork. This number is pulled from the Marketing Central job and is set in 6 point Brandon Grotesque Regular. 0392-18