BRAND IDENTITY STYLE GUIDE - Clark University · For Brand Identity Guideline uestions: Please...

BRAND IDENTITY

STYLE GUIDE

For Brand Identity Guideline Questions: Please contact Keith Carville (508-793-7696; [email protected]) or Lori Fearebay (508-793-7746; [email protected])

Retiring the Old Clark University Logo…

“wordmark”

The old Clark University logo

“shield”


… and Retiring ALL ITERATIONS

C L A R K U N I V E R S I T YStrassler Center for Holocaustand Genocide Studies


Adopting a Refreshed Fiat Lux Seal

“wordmark”

The new Clark University logo

“seal”


New, Preferred Clark Logo

PLACEMENT: Use logo on the front cover of all printed promotional materials intended for external audiences.For all printed materials intended for internal audiences, place logo on the front or back cover.

The new preferred Clark University logo: horizontal orientation with tagline


Horizontal and Vertical Orientations


Sub-branded Institutes and Schools


Approved Logo Colors

Specifying Clark Colors

White Logo must appear on a minimum 50% black background

Red Black White

Printing

cmyk mix0-100-90-3

50% black tint

Foil Stamping

Infinity PG450

PMS 186

HC Matte

Web

#cc0000204 - 0 - 0

#939598147-149-152


Approved Seal Colors

Red Black Black 2 White

LARGE

SMALLWhite Logo must appear on a minimum

50% black background (shown here)


S T R A S S L E R C E N T E R F O R H O L O C A U S T A N D G E N O C I D E S T U D I E S

Parameters for Clear Space

At any given size, the full height of the letter “I” in “UNIVERSITY” (or the half height of the letter “I” as indicated below) represents the “clear space” needed around the logo, or college or institute name.The red outside dotted lines in these examples show the “clear space” required. Text, photography, etc. should not be placed any closer to the logo

S T R A S S L E R C E N T E R F O R H O L O C A U S T A N D

G E N O C I D E S T U D I E S


Standard and Specialty Logo SizesFor standard widths, from 2” to 3.5”For standard widths, from 3.5” and above

CL

AR

KUNIVER

SITY

M

DCCCLXXXV

II

✦

✦

5/8” 1”5/8”3/4”

Use Small logos (specified with “SM” in file name)

Use Large logos (specified with “LG” in file name)

When small spaces don’t allow for use of the logo, the wordmark or seal maybe used by itself. (See minimum size requirements below)

CU_Vert_Blk1_SM-v4.epsCU-Blk1-SM-v4.epsCU_Name.epsCU-Red-60-75-SM-v4.eps

CU-Vert-Red-60-75-SM-v4.eps

CU-Horiz-Red-60-75-SM-v4.eps

CU-Horiz-Red-60-75-LG-v4.eps

CU-Vert-Red-60-75-LG-v4.eps

For specialty widths, from 5/8” to 2”


Logo Don’ts

Logos are ONLY to be used as specified in this guide. Below are some examples of what NOT to do.

✦

✦

M

DCCC L X X XVII

C H A L L E N G E C O N V E N T I O N. C H A N G E O U R W O R L D.

Do not alter the size, color(s)or orientation between the University name and seal.

Do not add names or create logos for your department or institute.

Do not use the outdated University Seal.

Do not stretch or distort the logo.

Do not use a white block on top of a coloredbackground.


Color Palette for the Web

102-153-204#6699cc

153-204-255#99ccff

51-102-153#336699

255-204-51#ffcc33

204-153-102#cc9966

135-36-52#872434

204-204-51#cccc33

255-255-204#ffffcc

51-102-51#336633

255-153-51#ff9933

255-204-104#ffcc66

255-153-0#ff9900

Accent

Tints, Light

Tints, Dark

P R I M A R Y C O LO R S

88-88-88#585858

80% Black

147-149-152#939598

50% Black

202-202-200#cacac8

25% Black

243-243-244#f3f3f4

5% Black

204-0-0#cc0000

255-51-51#ff3333


Color Palette for Print

P R I M A R Y C O LO R S

S P E C I A LT Y / F O R M A L

Black 50% tintBlack 50% tint

PMS 8050PMS 8050

Bronze Metallic

PMS 659PMS 659

PMS 283PMS 283

PMS 647PMS 647

PMS 142PMS 142

PMS 728PMS 728

PMS 202PMS 202

PMS Cool Gray 3PMS Cool Gray 3

PMS 8001PMS 8001

Silver Metallic

PMS 390PMS 390

PMS 614PMS 614

PMS 555PMS 555

PMS 715PMS 715

PMS 7499PMS 7499

PMS 716PMS 716

Accent

Tints, Light

Tints, Dark

PMS 186PMS 186

0-100-90-30-100-90-3


Approved Fonts

Whitney LightABCDEFGHIJKLMNOabcdefghijklmnopqrs

Light ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Whitney BookABCDEFGHIJKLMNOabcdefghijklmnopqrs

Book ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Whitney MediumABCDEFGHIJKLMNOabcdefghijklmnopqrs

Medium ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Whitney SemiboldABCDEFGHIJKLMNOabcdefghijklmnopqrs

Semibold ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Whitney BoldABCDEFGHIJKLMNOabcdefghijklmnopqrs

Bold ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Whitney BlackABCDEFGHIJKLMNOabcdefghijklmnopqrs

Black ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Minion RegularABCDEFGHIJKLMNOabcdefghijklmnopqrs

Regular ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Minion MediumABCDEFGHIJKLMNOabcdefghijklmnopqrs

Medium ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Minion SemiboldABCDEFGHIJKLMNOabcdefghijklmnopqrs

Semibold ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Minion BoldABCDEFGHIJKLMNOabcdefghijklmnopqrs

Bold ItalicABCDEFGHIJKLMNOabcdefghijklmnopqrs

Whitney Minion


Electronic Stationery (Microsoft Word)

Name of your DepartmentYour Address • Your City, State and Zip Code USA • Your Phone Number • Your Fax Number • clarku.edu/yourDepartment • [email protected]

S A M P L E E L E C T R O N I C

MEMO or LETTERHEAD

WITH PERSONALIZATION

C H A L L E N G E C O N V E N T I O N . C H A N G E O U r W O r L D .

your Name HereYour Title HereYour Department Here


Printed Stationery

C H A L L E N G E C O N V E N T I O N . C H A N G E O U R W O R L D .

Name of your School, your Institute or your DepartmentYour Address – first lineYour Address – second line508-793-XXXX Your Phone508-793-XXXX Your [email protected]

your NameYour Title – first line with additionalSecond line – if neededThird line – if neededFourth line – if needed

S A M P L E PA P E R

STATIONERY

WITH PERSONALIZATION

Individual personalizationyour Name: First, Middle, LastTitle, line oneTitle, line two

Department personalization

Name of your DepartmentYour Address • Your City, State and Zip Code USA • Your Phone Number • Your Fax Number • clarku.edu/yourDepartment • [email protected]


Two-color printingwith personalized return address

Printed Envelopes

Name of your Department950 Main StreetWorcester MA 01610-1477 USA

S A M P L E

ENVELOPES – GENERIC OR

PERSONALIZED

One-color printing(less expensive)with generic return address

950 Main Street • Worcester MA 01610-1477


Paper Guidelines

For Digital Printing

Brand Intended Use Paper Weight

Accent Smooth (at Alpha Graphics). . . . . . . . . . . . . . . . Single cards, postcards, announcements . . . . . . . . . . . . #100 or #120 CoverCougar Smooth (at Curry Printing) . . . . . . . . . . . . . . . . . Folded invitations or note cards . . . . . . . . . . . . . . . . . . . . #80 or 100 Cover Posters and Flyers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #80 or 100 Text Brochures. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #65 Cover

For Offset Printing

Brand Intended Use Paper Weight

Finch Fine . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6-8 panel brochures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #65 Cover(uncoated) Saddle-stitched booklets . . . . . . . . . . . . . . . . . . . . . . . . . . #70 or #80 Cover and Text Pocket folders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #120 to #130 Cover Posters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #80 to 100 Text Direct mail pieces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #80 Cover

Utopia 2XG Matte . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Direct mail pieces . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . #80 Cover(coated)

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