University of the Philippines Diliman University Student Council Brand Manual
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Transcript of University of the Philippines Diliman University Student Council Brand Manual
UNIVERSITY OF THE PHILIPPINES DILIMANUNIVERSITY STUDENT COUNCIL
BRAND MANUAL
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UNIVERSITY OF THE PHILIPPINES DILIMAN
UNIVERSITY STUDENT COUNCIL BRAND MANUAL
Designed by Mass Media Committee 2014-2015Based on the UPD Architecture Student Council Brand Manual 2012-2013
Version 1.0
Released on 30 May 2014 UP
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TABLE OF CONTENTS
OVERVIEW 4
BRAND INTRODUCTION 6
About the Brand 7
Brand Vision 8
Key Constituents 9
VISUAL IDENTITY GUIDELINE 10
Overview 12
Key Elements 13
Primary 16
Secondary 18
Logo Usage 27
EXPRESSIONS 36
CONTACTS 41
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OVERVIEW
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OVERVIEW
This Brand Manual is created to acquaint the users of the University Student Council brand, including all its constituents, and to act as a guide to successfully represent the council through all points of interaction of media.
While this manual provides the dos and don’ts of the University Student Council Brand, it should be looked as a guide or reference rather than as a rule book.
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BRAND INTRODUCTION
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BRAND INTRODUCTIONabout the brandThe University of the Philippines Diliman University Student Council believes that the access to education should be afforded by everyone. It believes that education should develop man's physical, mental, social, cultural, and spiritual potential to the full in order to realize a human and humane existence for all. It also believes that education should enhance critical thought and the ability to make informed judgment, free of dogma and myths.
In the concrete execution of its beliefs, the University of the Philippines Diliman University Student Council shall at all times strive to defend and promote the rights and general welfare, serve as an active forum for student ideas and sentiments, develop a university spirit among the ranks of the students, uphold the ideals of the university geared towards ensuring a well-rounded intellectual, social, cultural, and physical development for every student, develop social awareness and instill national consciousness among the students, unite with the various sectors of society in the pursuit of common interests, particularly in the establishment of a just and humane society, develop a responsible studentry who will put educational opportunity to optimal use and look after the unity and welfare of the whole studentry and the people, develop a sense of service and responsibility among the students for the welfare of society, and seek and engender educational reform along nationalist, humanistic and scientific methods, for the full development of the human potential, to respond to social realities and to promote academic freedom.
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BRAND INTRODUCTIONbrand visionWe conscientiously strive to:
to be relevant to the everyday lives of the students – present from registration until graduation by aiding everyone and attending to their needs as Iskolars ng Bayan
to be efficient in fulfilling its mandate to serve by being able to effectively formulate informed decisions and innovative actions through debates that are not characterized by the length of hours but by the stories of the students and the people that they serve
to be proactive in catalyzing and sustaining campaigns by exhausting all possible means to forwards its advocacy and involving all sectors with different perspectives geared towards progressive change
to take bolder actions to cement its relevance in the protection and promotion of the rights and welfare of students
to unite the Iskolars ng Bayan by forging deeper and more meaningful connections with them and with the people whom we owe our education
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BRAND INTRODUCTIONkey constituentsWhile the University Student Council’s main stakeholder will always be the college student body, the USC is also accountable to the following:
The UP Diliman faculty, administration, staff and alumni who are directly part of the university community
Its internal and external partners such as other councils, organizations or companies who share similar goals and visions
The UP community, and the Philippine nation, as true Iskolars ng Bayan
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VISUAL IDENTITY GUIDELINE
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VISUAL IDENTITY GUIDELINEoverviewINTRODUCTION
The University Student Council's visual identity system's goal is to establish a distinct brand for it. Effectiveness maximization of the ongoing marketing and communication efforts is done through the consistent reinforcement of the brand.
The foundation of the visual system for the council is guided by this identity. It achieves a unified look that is readily identified as the University Student Council and communicates the relationship of its divisions in a clear, powerful, and memorable way. This identity allows the council to differentiate themselves from an overwhelming sea of visual competition in marketing activities and branding communications. It is key that the system be implemented properly and consistently to reinforce a consistent look. The following pages provide details on how to utilize the visual language system.
The visual identity system includes the official logo, color palette, typographic treatments, and usage samples.
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VISUAL IDENTITY GUIDELINEoverviewDESIGN RATIONALE
The USC logo is designed during the term of Kristian Ablan, USC Chairperson from academic year 2004-2005. A design competition is held and a student from the College of Fine Arts is proclaimed as the winner.
The designed USC logo is composed of the letters U, S, and C forming a curved shape with a flat base and a pointed top. The letters contain the image of The Oblation statue with the raised fists of the people at the bottom. The colors of the logo form a gradient from pink-maroon at the top to deep green at the bottom.
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VISUAL IDENTITY GUIDELINEkey elementsELEMENTS OVERVIEW - USC Stylized Logos
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VISUAL IDENTITY GUIDELINEkey elementsELEMENTS OVERVIEW - USC Vector Logos
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VISUAL IDENTITY GUIDELINEkey elementsELEMENTS OVERVIEW - Colors
COLOR CMYK RGB HEX
PRIMARYMaroon C29 M100 Y100 K40 R123 G17 B19 7B 11 13
Green C89 M44 Y97 K52 R1 G68 B33 01 44 21
AUXILARY
Yellow C3 M37 Y94 K0 R243 G170 B44 F3 AA 2C
Black C75 M68 Y67 K90 R0 G0 B0 00 00 00
White C0 M0 Y0 K0 R255 G255 B255 FF FF FF
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VISUAL IDENTITY GUIDELINEkey elementsPRIMARY - Logos
The Stylized Version of the logo is for accurately capturing and representing the essence of the council. It marks the involvement of each and every student as part of a body.
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VISUAL IDENTITY GUIDELINEkey elementsPRIMARY - Logos
The Vectorized Version of the logo was created so as to answer to the needs of certain circumstances such as faxing and producing prints on merchandises.
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY - Color Palette
The USC logo’s color palette is based on the color scheme established by the UP System Brand Book. The 2007 edition of the brand book can be accessed here: http://www.upv.edu.ph/downloads/files/UPBrandBook2007.pdf
COLOR CMYK RGB HEX
PRIMARYMaroon C29 M100 Y100 K40 R123 G17 B19 7B 11 13
Green C89 M44 Y97 K52 R1 G68 B33 01 44 21
AUXILARY
Yellow C3 M37 Y94 K0 R243 G170 B44 F3 AA 2C
Black C75 M68 Y67 K90 R0 G0 B0 00 00 00
White C0 M0 Y0 K0 R255 G255 B255 FF FF FF
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Arial typeface is the only recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font to be associated with the USC logos.
Arial Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Arial Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Arial Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Arial typeface is the only recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font to be associated with the USC logos.
Arial Black Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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Arial Black Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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Arial Black Italic
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Arial typeface is the only recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font to be associated with the USC logos.
Arial Narrow Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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Arial Narrow Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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Arial Narrow Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Arial typeface is the only recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font to be associated with the USC logos.
Arial Rounded Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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Arial Rounded Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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Arial Rounded ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxy
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Arial typeface is the only recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font to be associated with the USC logos.
Arial Unicode Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Arial Unicode Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Arial Unicode ItalicABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Times New Roman typeface family is the recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font intended to be used for titles and text headers. The typeface Garamond may be used as an alternative. If Times New Roman and Garamond are not available, Arial should be used.
Times New Roman Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Times New Roman Bold
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Times New Roman Italic
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Primary Typeface
The Garamond typeface family is the recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font intended to be used for titles and text headers. The typeface Times New Roman may be used as an alternative. If Garamond and Times New Roman are not available, Arial should be used.
Garamond Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Garamond Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789
Garamond Italic
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VISUAL IDENTITY GUIDELINEkey elementsSECONDARY – Auxiliary Typeface
The Helvetica typeface family is the recommended primary typeface for English. It is the typeface chosen by the USC Mass Media Committee as an appropriate font intended to be used body text. If Helvetica is not available, Arial should be used.
Helvetica Regular
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Helvetica Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz
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Helvetica Oblique
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VISUAL IDENTITY GUIDELINElogo usageLOGO WITH NAME – Proportions and Clearance
The USC logo is to be used primarily in its colored stylized version as shown in this page. The vector version of the logo is only to be used in cases where the stylized version is unacceptable, such as faxing documents or when printing merchandise.
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VISUAL IDENTITY GUIDELINElogo usageLOGO WITH NAME – Colored Logos
The USC logo is to be used primarily in its colored stylized version as shown in this page. The vector version of the logo is only to be used in cases where the stylized version is unacceptable, such as faxing documents or when printing merchandise.
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VISUAL IDENTITY GUIDELINElogo usageLOGO WITH NAME – Monochrome Usage
In situations wherein the USC logo cannot be printed in full color, the USC logo shall then be used with a solid black color for light backgrounds, or with a solid white for dark backgrounds. The UP maroon may be used as well.
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VISUAL IDENTITY GUIDELINElogo usageLOGO WITH NAME – Monochrome Usage
In situations wherein the USC logo cannot be printed in full color, the USC logo shall then be used with a solid black color for light backgrounds, or with a solid white for dark backgrounds. The UP maroon may be used as well.
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VISUAL IDENTITY GUIDELINElogo usageLOGO AS AN ICON – Proportions and Clearance
The USC logo is to be used primarily in its colored stylized version as shown in this page. The vector version of the logo is only to be used in cases where the stylized version is unacceptable, such as faxing documents or when printing merchandise.
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VISUAL IDENTITY GUIDELINElogo usageLOGO AS AN ICON – Recommended Usage
The USC logo may only be used solely as an icon, without its accompanying text, when being used for teaser publicity materials, as shown. The stylized and color version will primarily be used, and the vector version shall only be used when the stylized version is unacceptable.
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VISUAL IDENTITY GUIDELINElogo usageLOGO AS AN ICON – Monochrome Usage
In situations where the teaser publicity material where the logo shall be used is to be in grayscale, the logo shall only come in either a solid white color or solid black color, to be used against and light backgrounds respectively.
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VISUAL IDENTITY GUIDELINElogo usageLOGO AS AN ICON – Monochrome Usage
In situations where the teaser publicity material where the logo shall be used is to be in grayscale, the logo shall only come in either a solid white color or solid black color, to be used against and light backgrounds respectively.
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VISUAL IDENTITY GUIDELINElogo usageIMPROPER USE OF LOGO
To preserve the brand of the USC, the USC logo must not be changed, edited or distorted in any way. Examples of improper use of the logo are shown here.
UNIVERSITY STUDENT COUNCILESTABLISHED 1924
Wrong font /
Lacks white
space
Distorted proportions
Wrong colors Lower opacity Changing of angles
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EXPRESSIONS
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EXPRESSIONSoverviewINTRODUCTION - Logos
The visual identity system will create a consistent brand that readily identifies the University Student Council in a powerful and memorable way, assuming that it is used properly. The visual identity system is to be implemented consistently within a range of expressions over a variety of interactions in media.
If the USC Logos are to appear on the part of a publicity material with a busy background, it should have a bounding box of a solid color. It is recommended to use white for the bounding box.
For publicity materials that are released as updates, the USC Logo should be located at the first quadrant or the upper left portion of the whole material.
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EXPRESSIONSexamplesLETTERHEAD TEMPLATES
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EXPRESSIONSexamplesPOLO SHIRTS
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EXPRESSIONSexamplesUSC UPDATES / BLITZ
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CONTACTS
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CONTACTS
For any questions regarding these guidelines, please contact:
RAPHAELLO ALBACreatives Director, Mass Media Committee
College of Architecture Representative to the USC 2014-2015
(919) 403 0058
eirizu @ gmail (dot) com
MARIA VERONICA MANALOHead, Mass Media Committee
Councilor, USC 2014-2015
(905) 907 9913
v.manalo16 @ gmail (dot) com
ARJAY MERCADOChairperson, University Student Council 2014-2015
(915) 299 5233
arjaycena45 @ yahoo (dot) com (dot) ph
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