MSOE Brand and Identity GuidelinesThe 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.

MSOE Brand and Identity Guidelines4 5MSOE Brand and Identity Guidelines

About MSOE 6The MSOE Name 6Identity 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 19Identity 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

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About MSOE

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 StatementMSOE is the university of choice for those seeking an inclusive community of experiential learners driven to solve the complex challenges of today and tomorrow.

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.

The MSOE Name

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.

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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 off erings.

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.

ReproductionAs 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 fi les are available for use in EPS (vector) fi les in both Macintosh and Windows formats. These are located in the COMMON folder of the “O” drive.

Trademark MSOE’s logo is a registered trademark of the university and must be reproduced in the confi gurations and colors shown in this document. The logo cannot be photocopied, scanned, recreated, re-proportioned or altered in any way.

VariationsThe Marketing and Public Aff airs Department has developed several variations of the logo for use in specifi ed 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 modifi ed in any way.

Logo Variation

A CMYK version is available for use on full-color backgrounds.

A black logo should only be used for one color production, or when the red logo would not be visible.

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 CMYK logo with a white ‘university’ box may be used on dark colored backgrounds, where the black ‘university’ box would not show up.

Background Correct Logo Variation Incorrect Use

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Go Raiders!

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

Don’t add to or delete parts of the logo.

Don’t change the proportions.

Make sure there is no white bar between the red and black boxes.

Don’t screen the logo.Don’t print the logo in a color other than MSOE red (PMS 200) or black.

Don’t rotate the logo.

University Seal

The university seal is used for the highest offi cial university documents (diplomas, legal documents, etc.). It may only be used on other materials with the permission of the Marketing and Public Aff airs 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 fi le (.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’tuse the seal without permission from the Marketing and Public Aff airs Department.

Don’trecreate the seal.

Don’tre-proportion the seal.

Don’tprint the seal in a color other than MSOE red (PMS 200) or black.

Don’trotate the seal.

Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!Go Raiders!

Logo Don’ts

Don’t add to or delete parts of the logo.

Don’t change the proportions.

Make sure there is no white bar between the red and black boxes.

Don’t screen the logo.Don’t print the logo in a color other than MSOE red (PMS 200) or black.

Don’t rotate the logo.

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Athletic Logo

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.

Other Logos

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 CenterTM (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.

The Fluid Power InstituteTM (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 CMYK tiff format or in black.

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).

Primary logo—full color

Simplified logo—full color

Primary logo—full color Reversed

Simplified logo—full color Reversed

Athletic Color Palette

Primary Logo —Single Color

Simplified logo —Single Color

MSOE RedPMS 200#A10A04CMYK24/100/70/15

Black(100% K)#000000CMYK0/0/0/100

PMS 431RGB91/103/112CMYK45/25/16/59

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Typography

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.

Minion Pro

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()Styles: Regular Italic Medium Medium Italic Semibold Semibold Italic Bold Bold Italic Bold Condensed

Brandon GrotesqueABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 !@#$%^&*()Styles: Thin Thin Italic Light Light Italic Regular Regular Italic Medium Medium Italic Bold Bold Italic Black Black Italic

University Color Palette

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.

Secondary PalettePrimary ColorsMSOE RedPMS 200#A10A04CMYK24/100/70/15

Black(100% K)#000000CMYK0/0/0/100

WhiteRGB250/250/250CMYK0/0/0/0

PMS 165RGB255/127/65CMYK0/59/80/0

PMS 7711RGB0/151/169CMYK98/0/28/4

PMS 2727RGB48/127/226CMYK70/47/0/0

PMS 311 RGB5/195/222CMYK68/0/13/0

PMS 7479RGB38/208/124CMYK56/0/58/0

PMS 7404RGB 244/218/64CMYK0/8/86/0

PMS 375 RGB151/215/0CMYK30/0/64/0

PMS 2125RGB84/97/200CMYK75/55/0/0

Support TonesPMS 427RGB208/211/212CMYK7/3/5/8

PMS 429RGB162/170/173CMYK21/11/9/23

PMS 430RGB124/135/142CMYK33/18/13/40

PMS 431RGB91/103/112CMYK45/25/16/59

PMS 432 RGB 51/63/72CMYK65/43/26/78

PMS 433 RGB29/37/45CMYK90/68/41/90

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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:

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.

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)?

This versus ... This too ...That

When using multiple shots have an assortment of close-ups, mid-range and distant shots to create visual interest.

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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.

Social Media Icons

Icon Examples

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 offi cial 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.

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Brand Characteristics

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.

Voice and Tone

PracticalIndustriousRespectedCollectiveSupportiveWarmConfidentGroundedDynamic

Look and Feel

SolidEffectiveDrivenQuirkyNerdy (in a good way)BrainyTangible

Standards and Guidelines Adherence

tight adherence

complete adherence

looser adherence

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.

• 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

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Stationery

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 specifi cation, 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.

University Letterhead• 8-1/2” x 11”• The MSOE logo is in the upper left hand corner of the page.• If a department/offi ce name is listed, it is positioned to the

right of the logo.• 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.

University Business Cards• The MSOE logo is in the upper left hand corner of the card.• The address block is right justifi ed 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.

University Address Block

The university address block is the combination of the logo and address used on marketing materials. The block is diff erent from the stationery or return addresses in that it includes the phone number as well as the MSOE website. The block can be modifi ed to include the name of a specifi c administrative or academic department.

Milwaukee School of Engineering • 1025 North Broadway • Milwaukee, WI 53202-3109 • (414) 277-7300 • www.msoe.edu

Milwaukee School of Engineering1025 North BroadwayMilwaukee, WI 53202-3109

NameTitle

Department/OfficePhone

FaxEmail

Milwaukee School of Engineering1025 North Broadway

Milwaukee, WI 53202-3109www.msoe.edu

1025 N. BroadwayMilwaukee, WI 53202(800) 332-6763msoe.edu

• Type is set in Brandon Grotesque Medium with +2 points of leading over the type size. Set the website in Brandon Gro-tesque 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.

1025 N. BroadwayMilwaukee, WI 53202(800) 332-6763msoe.edu

Human Resources 1025 N. BroadwayMilwaukee, WI 53202(800) 332-6763msoe.edu

Civil and Architectural Engineering and Construction Management 1025 N. BroadwayMilwaukee, WI 53202(800) 332-6763msoe.edu

Department Variation

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Information Technology

Mechanical Engineering

Humanities,Social Science and Communications

Operations Mathematics

OperationsOperationsOperationsOperationsOperationsOperations MathematicsMathematicsMathematicsMathematicsMathematicsMathematicsMathematicsMathematicsMathematics

Information TechnologyInformation Information Information Information Information Information Mechanical

EngineeringMechanical Mechanical Mechanical Mechanical Mechanical

One-Line / One-Word

Three-Lines Plus

Two-Line / Two Plus Words

Nomenclature

Departmental nomenclature creates a typographic setting for academic and administrative department names. These specifi cations can be used for items such as apparel and signage.

Humanities,Social Science and Communications

Humanities,Humanities,Humanities,Humanities,Humanities,Humanities,Humanities,

Civil and Architectural Engineering andConstruction Management

Civil and Architectural Engineering andConstruction Management

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Templates and Self-Serve

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.

Grid Suggestions

There are natural grid lines that extend from the MSOE logo. Take these into consideration when designing marketing materials.

T-shirts

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.

1025 N. Broadway Milwaukee, WI 53202(800) 332-6763 msoe.edu

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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.