Carleton University Visual Identity Toolkit · Carleton University Identity Toolkit EXCEPTION FOR...

Carleton University Visual Identity ToolkitYOUR GUIDE TO UNDERSTANDING AND WORKING WITH CARLETON’S NEW VISUAL IDENTITY SYSTEM

SECTION 1

INTRODUCTION

CARLETON’S VISUALIDENTITY SYSTEM

WHY IS A CONSISTENTVISUAL IDENTITYIMPORTANT?

WHAT IS THE AIM OF OUR IDENTITYSTANDARDS?

SECTION 2

GUIDELINES

THE IDENTITY HIERARCHY

EXTERNAL COMMUNICATIONS

INTERNAL COMMUNICATIONS

THE CARLETONUNIVERSITY LOGO IN DETAIL

THE LOGO/IDENTITYTREATMENT IN DETAIL

FACULTIES, SCHOOLSAND ANCILLARY UNITS

FACULTY, SCHOOLAND ANCILLARY UNITIDENTITIES IN DETAIL

NON-ACADEMICANCILLARY UNIT IDENTITIES

A NOTE ON THE VISUAL IDENTITIES

CONTACT US

SECTION 3

EXAMPLES

PROGRAM PAMPHLETS

VIEWBOOK

PRINT ADVERTISING

QUIT

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GUIDELINESSECTION 3

EXAMPLES

SECTION 1

INTRODUCTION

CARLETON’S VISUALIDENTITY SYSTEM Carleton University and theDepartment of UniversityCommunications (DUC) haveundertaken a project torefresh the visual identitiesof Carleton’s faculties,schools and ancillary units,as well as communicationsmaterials such as brochuresand advertisements.

This toolkit is designed tohelp familiarize you with ourvisual identity standards, andto support you in workingwith them, because this projectcan only succeed with yourparticipation, cooperation andcollaboration.

With your help, we can showcase our accomplish-ments, abilities and pride toaudiences inside the universityand out – and present Carletonas the leading institution ittruly is.

QUESTIONS? C L I C K H E R ET O C O N TA C T D U C .

Carleton University Identity Toolkit

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NOTE:

This .pdf document is navigablein much the same way a web-site is; you can jump fromsection to section by clickingon the listed page numbers,and certain features, such asthe link to contact DUC, arealso clickable. This documentis also printable for use,reference or distribution inhard copy.

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GUIDELINESSECTION 3

EXAMPLES

SECTION 1

INTRODUCTION

WHY IS A CONSISTENTIDENTITY IMPORTANT?A consistent visual identityfor Carleton University isimportant for a number ofreasons. These include thefollowing:

COMMUNICATIONS

In terms of communications,consistent visual identityhelps make sure that invest-ments in branding pay off, andthat people recognize Carletonand what it stands for, by:

■ Building brand equity;■ Reinforcing brand; and■ Maximizing recall and

recognition.

EXPERIENCE

A consistent visual identitycan help shape and improvepeople’s experience of Carleton,and how they communicatethat experience to others, by:

■ Creating and projecting a positive experience fromthe student perspective;

■ Reinforcing loyalty; and■ Building a shared

experience.

FINANCIAL

From a financial point of view,a consistent visual identitystreamlines the process of design and communication,and ensures that all such workis in line with Carleton’s goalsand brand, and therefore is aworthwhile investment.Financial benefits include:

■ Greater efficiencies inresources;

■ Time savings; and■ Cost savings.

OPERATIONAL

In terms of operations,a consistent visual identityprovides clear guidelines thathelp decision-making andensure that Carleton’s brand is understood and protected.At the same time, it:

■ Facilitates management;and

■ Makes communicationseasier to control.



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SECTION 1

INTRODUCTION

WHAT IS THE AIM OF OURIDENTITY STANDARDS?Carleton University’s visualidentity standards weredeveloped and are beingimplemented to:

■ Evolve and standardizethe presentation of newand existing faculty,school and ancillary unit identities to create a clear hierarchy of information while keep-ing Carleton’s brand inthe foreground; and

■ Simplify and clarifyinternal and externalcommunications.



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Moreover, the new standardswill help us work togethermore efficiently and effec-tively, and show Carleton tothe world in the way itdeserves to be seen.

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INTRODUCTIONSECTION 3

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GUIDELINES

THE IDENTITY HIERARCHYOur visual identity standardsemploy a clear hierarchy. Thishelps to create a standardorder of information whilekeeping Carleton University’sbrand in the foreground, andto simplify and clarify internaland external communications.



EXTERNAL COMMUNICATIONSExternal communications arethose that represent Carletonbeyond the university’s cam-pus. These could include suchcollateral as print ads, onlinebanner ads, websites andbrochures.

Depending on their focus,these communications mayemploy two different visualidentity treatments. Thesetreatments are as follows:

1. For communications thatrepresent the university asa whole, or are not focusedon a particular faculty,school or ancillary unit,use the main Carleton logo with the theme line(“Canada’s Capital University”),in either its vertical or itshorizontal form.

The main Carleton logo is also to be used on interior pages of websitesfor any faculty, school orancillary unit.

For more information onthis treatment, see thesection of this documententitled “The CarletonUniversity Logo in Detail.”

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EXAMPLES

SECTION 2

GUIDELINES

2. For communications thatfocus on a particular faculty, school or ancillaryunit, use the Carleton logowithout the theme line,accompanied by the visualidentity of the given faculty,school or ancillary unit.

This treatment is also tobe used on the main pageof websites for any faculty,school or ancillary unit.

Interior pages of the websites are to use theCarleton logo only.

For more information onthis treatment, see thesection of this documententitled “The Logo/IdentityTreatment in Detail.”



EXCEPTION FOR LIMITED SPACE

Sometimes, there will not beenough space to use theCarleton logo accompanied by the visual identity of thegiven faculty, school or ancillaryunit. For example, the spaceon a print ad or online bannerad may not be sufficient toshow both the logo and thevisual identity clearly.

In these cases, use only themain Carleton logo, with thetheme line (“Canada’s CapitalUniversity”), in either its verticalor its horizontal form.

For more information on thistreatment, see the section ofthis document entitled “The Carleton University Logoin Detail.”

Faculty of

Public Affairs

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EXAMPLES

SECTION 2

GUIDELINES

INTERNAL COMMUNICATIONSInternal communications arethose that do not, and are notintended to, leave the universitycampus.They may include such collateral as internalnewsletters, on-campusposters or signage.

When these communicationsfocus on a particular faculty,school or ancillary unit, usethe visual identity for the givenfaculty, school or ancillaryunit, as shown.

For more information on thistreatment, see the section ofthis document entitled“Faculty, School and AncillaryUnit Identities in Detail.”



C A R L E T O N U N I V E R S I T Y

Faculty of

Public Affairs


Faculty of

Science


Office of

Board of Governors


Career Development and Co-operative Education

EXAMPLES

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SECTION 2

GUIDELINES

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THE CARLETON UNIVERSITY LOGO IN DETAIL The following illustrates thevertical and horizontal versions of the CarletonUniversity logo, with thetheme line (“Canada’s CapitalUniversity”). The logo isshown in colour, black andwhite, and “knocked out”(white on black) applications.

As mentioned above, this logois to be used:

■ For external communica-tions that represent theuniversity as a whole, orare not focused on a particular faculty, schoolor ancillary unit.

■ For external communica-tions focused on a particular faculty, schoolor ancillary unit, when

there is not enough spaceto use the Carleton logoaccompanied by the visual identity of thegiven faculty, school orancillary unit.

■ On interior pages of websites for any faculty,school or ancillary unit.



Black

c: 0

m: 0

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k: 100PMS 186

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The following shows the corporate logo with the theme linein black and white, reverse and colour applications.

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GUIDELINES

FIGURES 1A AND 1B The corporate logo is set withcorrect areas of isolation. Formaximum impact, it must beset apart from all other designelements. Illustrated here arethe minimum distancesrequired to separate the logofrom text and graphics.

FIGURES 2A AND 2BLogo with the theme line.

FIGURES 3A AND 3B The theme line should not bereduced below 5 pt. in height.



Figure 1a Figure 1b

Figure 3a

1 unit

1 unit

1 unit

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1 unit

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1 unit

Figure 2a Figure 2b

1 unit

1 unit

1 unit

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1 unit

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1 unit

1 unit

1 unit

1 unit

1 unit

5 pt. high

Figure 3b

5 pt. high

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GUIDELINES

THE LOGO/IDENTITYTREATMENT IN DETAILThe following illustrates the dual Carleton Universitylogo/faculty, school or ancillaryunit identity treatment.

As mentioned above, thistreatment is to be used:

■ For external communica-tions that focus on a particular faculty, schoolor ancillary unit, providedthere is space. NOTE: Ifthere is not enough space,use only the mainCarleton logo, with thetheme line (“Canada’sCapital University”), ineither its vertical or itshorizontal form.

■ On the main page of websites for any faculty,school or ancillary unit.

The Carleton logo section ofthe logo/identity treatmentmust remain in its standardform, as described above.The identity portion of thelogo/identity treatment isconstructed as follows:

FONTS

The name of the given faculty,school or ancillary unit ispresented in one of Carleton’scorporate fonts (Egyptienne,Roman).

SIZE AND SPACING RATIOS

Since identities are often pro-duced and used at differentsizes, the relation of elementsof an identity to one anotheris measured in units. Theratios of the sizes and spacesof all elements are shown at right.

With this relationship estab-lished, the logo/identity treat-ment can be scaled up ordown with ease.

ONE LINE OR TWO?

The names of longer faculties,schools or ancillary units canbe broken onto two lines, asshown. When the length ofthe logo/identity treatmentexceeds 70 units, it should bebroken onto a second line;however, it can be broken asearly as 50 units, to maintainbalance and to avoid“orphans” – lines with only asingle word on them.



COLOUR

Two colours are used inlogo/identity treatment. Thefirst is black; the second isCarleton’s corporate red. Thevalues of both (in both CMYKand Pantone) are shown at right.

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NOTE:

If your faculty, school or ancillary unit requires a new orrefreshed logo/identity treatment, DUC is available to helpyou create it in accordance with our identity standards.Please don’t hesitate to get in touch for assistance.


Faculty of

Public Affairs


Faculty of

Graduate Studies and Research

Egyptienne, Roman, 9pt


Avenir, Black, 10pt

B

F

C

D

A

E

A = 10 unitsB = 1.5 unitsC = 1 unit

1 unit =

D = 1.5 unitsE = 2 unitsF = 50 to 70 units

BLACK

c:0 m:0 y:0 k:100

PMS 186 (RED)

c:0 m:91 y:76 k:6

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GUIDELINES

FACULTIES, SCHOOLSAND ANCILLARY UNITSThe following illustrates theevolution of faculty, schooland ancillary unit identitiesunder Carleton University’svisual identity standards.

NOTE:

These identities are for use ininternal communications only,as follows:

■ Brochures

■ Memos

■ Newsletters

■ Posters

■ Within departmental website, as approved.

KEY ELEMENTS OF

THE IDENTITIES INCLUDE:

■ An increased associationwith Carleton’s brandingthrough the use of the

Carleton crest and“Carleton University”as textual anchor for each identity;

■ A greater emphasis on theindividual faculty, schoolor ancillary unit for quick,clear identification; and

■ The use of Carleton’s corporate font (Egyptienne),in more elegant and legible lighter weight,for the faculty, school orancillary unit name.

NOTE:

If your faculty, school orancillary unit requires a newor refreshed visual identity,DUC is available to help youcreate it in accordance withour identity standards. Pleasedon’t hesitate to get in touchfor assistance.




Faculty of

Public Affairs


Faculty of

Science


Office of

Board of Governors



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EXAMPLES

SECTION 2

GUIDELINES

FACULTY, SCHOOL AND ANCILLARY UNIT IDENTITIES IN DETAILThe following illustrates the system used in designingfaculty, school and ancillaryunit identities under CarletonUniversity’s visual identitystandards.

FONTS

The words “Faculty of” or“School of” and the faculty,school or ancillary unit nameare presented in one ofCarleton’s corporate fonts(Egyptienne, Roman). Thewords “Carleton University“are presented in all caps inanother of Carleton’s corporatefonts (Avenir, Black). The rela-tion between the sizes of thefonts places the main emphasison the faculty, followed by theuniversity, then the standard,introductory “Faculty of” or“School of.”

SIZE AND SPACING RATIOS

Since identities are often produced and used at differentsizes, the relation of elementsof an identity to one another ismeasured in units. The ratiosof the sizes and spaces of allelements are shown at right.

With this relationship established, faculty, school or ancillary unit identitiescan be scaled up or downwith ease.

ONE LINE OR TWO?

The names of longer faculties,schools or ancillary units canbe broken onto two lines, asshown. When the length ofthe name of the faculty,school or ancillary unitexceeds 70 units, it should bebroken onto a second line;however, it can be broken asearly as 50 units, to maintainbalance and to avoid“orphans” – lines with only asingle word on them.



COLOUR

Two colours are used in thefaculty, school and ancillaryunit identities. The first isblack; the second is Carleton’scorporate red. The values ofboth (in both CMYK andPantone) are shown at right.

NOTE:

If your faculty, school or ancillary unit requires a new orrefreshed logo/identity treatment, DUC is available to helpyou create it in accordance with our identity standards.Please don’t hesitate to get in touch for assistance.



B

C

A

D



B

C

A

E

Faculty of

Public Affairs

Faculty of

Graduate Studies and Research

A = 10 unitsB = 3 unitsC = 2 units

D = 4 unitsE = 50 to 70 units

BLACK

c:0 m:0 y:0 k:100

PMS 186 (RED)

c:0 m:91 y:76 k:6

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GUIDELINES

NON-ACADEMIC ANCILLARY UNIT IDENTITIESNon-academic ancillary unitidentities are those used fororganizations and serviceswithin the university that arenot faculties or schools orotherwise part of its academicfunction, but still form partof the Carleton Universityexperience. Historically, theirvisual identities have shownlittle or no connection toCarleton.

The following illustrates theevolution of these identitiesunder our visual identitystandards. Key elements ofthe identities include:

■ Using the familiar redsquare and standardCarleton fonts and texttreatments to create astrong visual tie-in withCarleton’s brand;

■ For identities that do notcurrently incorporate thered square, using “knockedout” (white on red) versionsof key visual element onthe red square. The servicename sits beside this visual in a way consistentwith faculty and schoolidentities; and

■ Incorporating “CarletonUniversity” into the identityas textual anchor.

NOTE:




C A R L E T O N U N I V E R S I T YDining Services

C A R L E T O N U N I V E R S I T YEquity Services

C A R L E T O N U N I V E R S I T YThe Campus Card

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SECTION 2

GUIDELINES

A NOTE ON THE VISUAL IDENTITIESCarleton University’s visualidentity standards and guide-lines are not meant to stiflecreativity and expression. Onthe contrary, they are designedto aid you in your work and tofacilitate in the creation ofeffective, consistent and professional communicationsand marketing collateral.

You should also note thatthere are, and will be,exceptions to the rule when itcomes to identity development.For example, the SprottSchool of Business identityfalls outside these guidelines,and will remain as it is, sinceit has built its own brandequity and recognition.

Exceptions to the visual identity standards will bemade on a case-by-case basis. Faculties, schools andancillary units must seek DUCapproval before executingnew logos.

NOTE:




Faculty of

Public Affairs


Faculty of

Science

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EXAMPLES

SECTION 2

GUIDELINES

CONTACT US

Want help?

Have questions?

Need approvals?

The Department of UniversityCommunications (DUC) is the brand resource for allcommunications materials,and has a mandate to ensurethat they are used correctlyand consistently. In short,DUC is here to help you, sodon’t hesitate to get in touch.

605 Robertson Hall1125 Colonel By Drive

Phone: 613 520-3660

Fax: 613 520-5769

Office hours:8:30 a.m.–4:30 p.m.(Mon.–Fri.)



[email protected](Click to send us an email.)

www.carleton.ca/duc(Click to visit.)

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SECTION 1


GUIDELINES

SECTION 3

EXAMPLES

OVERVIEWThe following examples showhow Carleton University’sidentity standards can beapplied on various communi-cations materials to create astrong and consistent face for Carleton, both inside andoutside the university, andwhen speaking to a broadrange of audiences.



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Carleton has hundreds of co-op students who can help you develop cutting-edge resources and make a difference in your company’s productivity.

With more than 80 co-op options available, we’re bound to have the talented students you need.

For more information, contact:Julie Bebbington, Senior Co-op [email protected], 613 520-4331

Hire a Carleton University co-op student.


carleton.ca/cdceC A R L E T O N U N I V E R S I T Y

Faculty of

Public Affairs

Programpamphlets

Viewbook

Print advertising

Institute of Criminology and Criminal JusticeCarleton UniversityC562 Loeb Building 1125 Colonel By DriveOttawa ON K1S 5B6Canada

T 613 520.2778 F 613 520.4064carleton.ca/criminology

Undergraduate Recruitment OfficeCarleton University315 Robertson Hall1125 Colonel By DriveOttawa ON K1S 5B6Canada

T 613 520.3663 F 613 520.3847 TDD 613 520.4455TOLL-FREE (CANADA) 1 888 [email protected]

Produced by University Communications, Carleton UniversityPrinted by Graphic Services, Carleton University183-07 2.2M 09

Do you want more information?Please contact us at:

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PROGRAM PAMPHLETSThe following illustrates the evolution of CarletonUniversity’s program pamphletsunder our visual identitystandards. The standards provide a consistent formatfor pamphlets, and will simplify design, productionand printing. Key elementsinclude:

■ Use of the familiar redsquare as a visual anchorand as an introductory“bullet” for program titlesand text, to create astrong visual tie-in withCarleton’s brand; and

■ A cover design anchoredby the faculty or schoolidentity, as establishedearlier, which will clarifythe relationship betweentthe program, its facultyor school, and the univer-sity itself.

NOTE:

Since program pamphletsallow room for the mainCarleton logo on their backcovers, only the faculty orschool identity need appearon the front cover. This holdstrue for other external communications of this typefocused on a particular faculty, school or ancillaryunit; for example, you coulduse a similar treatment on abrochure, postcard or otherpublication.



PHILOSOPHY

carleton.ca


Faculty of

Arts andSocial Sciences

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Produced by University Communications, Carleton UniversityPrinted by Graphic Services, Carleton University183-07 2.2M 09

Institute of Criminology and Criminal JusticeCarleton UniversityC562 Loeb Building 1125 Colonel By DriveOttawa ON K1S 5B6Canada

T 613 520.2778 F 613 520.4064carleton.ca/criminology

Undergraduate Recruitment OfficeCarleton University315 Robertson Hall1125 Colonel By DriveOttawa ON K1S 5B6Canada

T 613 520.3663 F 613 520.3847 TDD 613 520.4455TOLL-FREE (CANADA) 1 888 [email protected]

Do you want more information?Please contact us at:

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EXAMPLES

VIEWBOOKThe following illustrates the evolution of CarletonUniversity’s viewbooks underour visual identity standards.The standards provide aclean, simple blueprint forlaying out the viewbook andensure that it will coordinatewith other communicationspieces. Key elements include:

■ Use of the familiar redsquare as a visual anchorand as an introductory“bullet” for titles andtext, to create a strongvisual tie-in withCarleton’s brand;

■ Use of the red square as a backdrop for callouts orfeatured text to createconsistency;

■ Use of the square shapefor inset photos to createfurther consistency; and

■ Use of hard edges, asopposed to fades, for photos and images, toprovide increased clean-liness and readability.

NOTE:

Since viewbooks allow roomfor the main Carleton logo ontheir back covers, only the faculty or school identity needappear on the front cover. Thisholds true for other externalcommunications of this typefocused on a particular faculty,school or ancillary unit; for example, you could use asimilar treatment on a brochure,pamphlet or other publication.



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EXAMPLES

PRINT ADVERTISINGThe following illustrates the evolution of CarletonUniversity’s print advertisingunder our visual identitystandards. The standardsensure that audiences bothinside and outside the universitywill be able to recognize aCarleton ad at a glance, andalso provide impact and claritywith a bold, spacious layout.

The sample ad for CareerDevelopment and Co-operativeEducation shows the use ofthe logo/identity treatment.

The sample recruitment adshows the use of the mainCarleton logo in a spacewhere there is not enoughroom for the preferredlogo/identity treatment.

KEY ELEMENTS OF THE PRINT

ADVERTISING INCLUDE:

■ A clean, open layout that provides distinctareas for different levelsof information from headlines to subheads,body copy and contactinformation;

■ Use of the square shapeas a backdrop for call-outs, featured text andinset photos to createconsistency; and

■ The introduction of one ofCarleton’s corporate fonts(Universe Condensed) forblocks of information, toprovide greater clarityand legibility.



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carleton.ca/facultyrecruitmant

Director - School of Social Work

Carleton has hundreds of co-op students who can help you develop cutting-edge resources and make a difference in your company’s productivity.

With more than 80 co-op options available, we’re bound to have the talented students you need.

For more information, contact:Julie Bebbington, Senior Co-op [email protected], 613 520-4331

DISCOVER THE CO-OP

ADVANTAGE.Hire a Carleton University co-op student.


carleton.ca/cdce

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