GRAPHIC IDENTITY MANUAL

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1 GRPHIC IDENTITY MNUL

2 PREFCE Morgan State University has a rich tradition when it comes to symbols Holmes Hall, the clock tower, the Morgan ear, and many others. However, many of our symbols had remained unchanged for many years. In addition, as new symbols appeared through the years, there was no uniformity in Morganrelated artwork or in the standards for its use. s a result, a committee was formed to review Morgan s artwork and to work together with a graphic design firm to develop a graphic identity program for the University. The committee was composed of a variety of representatives from campus areas of interests, including students, academic, alumni, administrative, public relations, computing, etc. all with a slightly different perspective on Morgan s artwork and its uses. The graphic identity committee approached its task with much excitement and enthusiasm. Its task was to evaluate all of the University s current symbols and determine ways in which the University s artwork could be improved. The committee also explored new artwork concepts. fter numerous meetings and dozens of artwork samples, the committee unanimously agreed to the artwork you will see in this booklet. OFFICIL COLORS Primary Colors Color is one of the most important elements of the Morgan State University identity system. The colors on the right are the official colors for Morgan State. Morgan State logos should not be reproduced in any other colors. If these colors are not available, the logos should be printed in all black or reversed in white (whichever offers the best contrast).** Secondary Colors In addition to the official school colors shown above, the Morgan State identity system utilizes brown and gold as important support colors. rown is used as the color of the bear and gold is used as an additional outline color. Morgan lue in lieu of which use *Pantone 288 Process Equivalent:100C 65M 0K Morgan rown in lieu of which use Pantone 728 Process Equivalent:18M 4Y 11K Morgan Orange in lieu of which use Pantone 1655 Process Equivalent: 65M 87Y Morgan Gold in lieu of which use Pantone 16 Process Equivalent:27M 79Y Please review the specifications and guidelines for all Morgan State University symbols and marks in this booklet. The marks contained in this booklet are the only marks which are authorized for use by official university offices. Effective immediately, all new orders for University stationery, envelopes, and other media that bear Morgan marks are to use the new marks. However, existing inventories of stationery, envelopes, etc. should not be discarded and should be used until they are exhausted through June 0, We invite you to join us as we incorporate the new look to Morgan State University in all areas communication. Support Colors In addition to the colors shown above, the Morgan State identity system utilizes black and white as important support colors. lack and white help to add contrast to Morgan lue and Morgan Orange. When the official colors are not available, most Morgan State logos and art may be printed in all black or reversed in all white (whichever offers the best contrast).** lack White Sincerely, Earl S. Richardson President *Pantone is a registered trademark of Pantone, Inc. The colors shown on this page and throughout this manual are not intended to match the PNTONE Color Standards. For the PNTONE Color Standards, refer to the current edition of the PNTONE Color Formula Guide **See individual artwork guidelines. Use the swatches on the right to compare to your printing projects. Morgan lue Morgan Orange Morgan rown Morgan Gold

3 UNIVERSITY LOGOS ll lack ll Morgan lue 2-Color Morgan lue Morgan Orange lternate Versions Each of the alternate logo versions at right can be used in the all-black and all-morgan lue variations as shown above. ll artwork and variations are available in Macintosh and IM digital file format. Note: Use tower (below) without type only as a support image not as primary identity. The MSU identity can be customized for a specific school as shown below. Use only these two versions of the logo when adding custom text. School name type size is equal to 1/ height of Morgan State University type Spacing between all lines of text is equal (x) School name type size is equal to 1/2 height of State University type Spacing between all lines of text is equal (x) THE ERL G. GRVES SCHOOL OF USINESS ND MNGEMENT X X X Font: Weiss old, all caps Justified to width of logo THE ERL G. GRVES SCHOOL OF USINESS ND MNGEMENT Font: Weiss old, all caps Justified to width of logo X X X 2

4 THLETIC LOGOS ll lack ll Morgan lue -Color Morgan lue Morgan Orange Morgan rown 4-Color Morgan lue Morgan Orange Morgan rown Morgan Gold 5-Color Morgan lue Morgan Orange Morgan rown Morgan Gold lack Secondary Marks The Morgan State University athletic identity program has many secondary marks available as options to the primary logo shown above. all of the secondary marks shown on the right can also be used in all black and all Morgan lue.they can also be used as shown without the Morgan Gold outline. ll artwork and variations are available in Macintosh and IM digital file format. Note: ll athletic logos which have a banner below them may be customized with copy other than ears. (For a list of approved banner wording, contact the athletic department. For instructions on how to customize the banner logos for a specific sport or activity, see the file ReadMe.pdf in the lankanner folders on the Morgan State logo CD. ear Head Secondary Marks anner Wordmarks Miscellaneous Marks

5 CKGROUNDS University Logos It is important that the Morgan State University logos always have maximum contrast with their background. For light backgrounds, always use either all-black, all-morgan lue, or the two-color version. For dark backgrounds, always use the allwhite version. When using the University logos on complex or distracting backgrounds, they should be placed within a solid, single color shape (eg., a box or a bar) to avoid confusion. e sure that the shape does not intrude upon the logo s safe zone. (See page 6.) ll lue on light backgrounds ll White on simple dark backgrounds Two color on light backgrounds Complex backgrounds: always keep logo inside a solid shape no smaller than safe zone (see page 6) thletic Logos Frequently it may be desirable to place the athletic identity logos on a field of color. s shown in the examples on the right, all artwork has been created with a built-in outline shape that allows it to work clearly on any background. For this reason there is no need to reverse athletic logos out of dark backgrounds (athletic logos using bear images should never be reversed). One color applications of the logo on different backgrounds. Three color applications of the logo on different backgrounds. Four color applications of the logo on different backgrounds. Examples of other athletic logos on complex backgrounds. 4

6 VIOLTIONS /MINIMUM SIZE Unacceptable Use of Logos So that Morgan State University can maintain the design integrity of its identity logos and maximize each logo s effectiveness as an identifier, it is mandatory that all logos be applied as indicated in this manual without modification. The logos are not to be altered in any way. Shown on the right are unacceptable uses of the Morgan State logos. Never switch colors. Never resize elements. Never change typefaces. Never use unapproved color combinations. Never redraw parts. Never add shapes. Never distort shapes especially on the internet. Never use without the outline art on darker backgrounds. Never add a dropshadow. Never add inappropriate taglines. Never add space to artwork. Never realign or respace typography. FN CLU Never use unapproved taglines. Never use without associated typography. Never reverse marks that include the bear image. Minimum Size Each of the Morgan State University logos has a minimum allowable size. In order to ensure clear reproduction and legibility, the logos may not be used any smaller than the sizes shown to the right. 1 /2" 1 /2" /4" /4" 1 /4" 1 1 /4" 5

7 SFE ZONES/MINIMUM SIZE Safe Zones Each of the Morgan State logos has an established safe zone. This safe zone is intended to maintain the logo s integrity and to avoid visual confusion. No other type or graphic element (including folds, trims or edges) should fall within the safe zone shown. 1 1 /2 1 1 /2 1 1 /2 1 1 /2 The safe zone on the top and sides of all University logos is equal to the size of an element within the logo identified in the examples as. The safe zone below the logo is 1 1/2 times the height of. few examples of the University logos are shown on the right. 1 1 /2 The safe zone for the Morgan State athletic logos is equal to the size of an element within the logo identified in the examples as, C, D, or E. See the examples at right for each thletic logo s specific safe zone. /4 1 1 /2 /4 C 1 1 /2 D C D /4 /4 /4 /4 /4 /4 E E E 1 /4 E E Minimum Size Each of the Morgan State thletic logos has a minimum allowable size. In order to ensure clear reproduction and legibility, the logos may not be used any smaller than the sizes shown to the right. 1 /4" 1 /2" /4" 1" 1" 6

8 FORML UNIVERSITY STTIONERY The Morgan State University formal stationery is only to be used by units that are approved for use by the President. It can be used with or without the bold personalized name and title (see bottom of example page at right). The formal letterhead and envelope print in PMS 871 (metallic gold) on Fox River Circa Script 24# Mansion White Wove Writing. The tower watermark on the letterhead is printed in a 15% screen of PMS 871. The formal business card prints in PMS 871 on Fox River Select Cover 80# Mansion White Wove. These pieces can also be printed with black ink on white stocks when necessary. Note: The paper is laser and ink jet compatible and 50% recycled (0% post consumer). Fonts on letterhead are Weiss and Weiss Extra old, 10pt/11pt. Fonts on envelope and business cards are the same except 8pt/9pt. Office of the President ll Morgan State University items must be ordered through the University s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.) Letters and memos should employ a one-inch left margin and a oneinch right margin. Start letters flush with and one-half inch below the Office of the President line at the top. Letters and memos should employ block style, with flush left, ragged right margins, single-spaced paragraphs with double spacing between paragraphs. Earl S. Richardson, President 1700 E. Cold Spring Lane 40 Truth Hall altimore, Maryland Tel: Fax: earlsr@moac.morgan.edu Letterhead Earl S. Richardson President 1700 E. Cold Spring Lane 40 Truth Hall altimore, Maryland Tel: Fax: earlsr@moac.morgan.edu Office of the President 1700 E. Cold Spring Lane 409 Truth Hall altimore, MD usiness Card Option 1 Cecil W. Payton Executive ssistant to the President 7 usiness Card Option 2 Office of the President 1700 E. Cold Spring Lane 402 Triad Hall altimore, Maryland Tel: Fax: cpayton@moac.morgan.edu #10 Envelope usiness envelopes for general, large mailings not including a letter may be printed on white wove stock to reduce costs. However, business envelopes being used with letterhead must be on matching stock.

9 CONSUMER STTIONERY The Morgan State University consumer stationery makes use of the one-line horizontal consumer mark and is to be used by all persons or departments that are not approved to use the formal university stationery and are not the Department of thletics. The consumer letterhead and envelope print in Morgan lue and Morgan Orange on Fox River Circa Script 24# Wove Writing (Mansion White or right White). The tower watermark on the letterhead is printed in a 15% screen of Morgan lue. The consumer business card prints in Morgan lue and Morgan Orange on Fox River Select Cover 80# Wove (Mansion White or right White). These pieces can also be printed with all black or all Morgan lue ink. No custom or personalized stationery is permissible. The paper is laser and ink jet compatible and 50% recycled (0% post consumer). Fonts on letterhead are Weiss and Weiss Extra old, 10pt/11pt. Fonts on envelope and business cards are the same except 8pt/9pt. Office of the Vice President cademic ffairs ll Morgan State University items must be ordered through the University s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.) Letters and memos should employ a one-inch left margin and a one-inch right margin. Start letters flush with and one-half inch below the cademic ffairs line at the top. Letters and memos should employ block style, with flush left, ragged right margins, single-spaced paragraphs with double spacing between paragraphs. Letterhead Clara I. dams, Vice President 1700 E. Cold Spring Lane 00 Truth Hall altimore, Maryland Tel: Fax: cadams@moac.morgan.edu Clara I. dams Vice President 1700 E. Cold Spring Lane 00 Truth Hall altimore, Maryland Tel: Fax: cadams@moac.morgan.edu Office of cademic ffairs 1700 E. Cold Spring Lane 00 Truth Hall altimore, MD usiness Card Option 1 Clara I. dams Vice President usiness Card Option 2 Office of the Vice President of cademic ffairs 1700 E. Cold Spring Lane 00 Truth Hall altimore, Maryland Tel: Fax: cadams@moac.morgan.edu #10 Envelope usiness envelopes for general, large malings not including a letter may be printed on white wove stock to reduce costs. However, business envelopes being used with letterhead must be on matching stock. 8

10 THLETIC STTIONERY The Morgan State University athletic stationery makes use of the athletics primary logotype and is to be used by all persons in the Department of thletics. The athletics letterhead and envelope print in Morgan lue, Morgan Orange, Morgan rown, and Morgan Gold (4-color version) on Fox River Circa Script 24# right White Wove Writing. The bear head watermark on the letterhead is printed in a 15% screen of Morgan lue. The athletics business card prints in the same four Morgan colors on Fox River Select Cover 80# right White Wove. These pieces can also be printed using all black, all Morgan lue, color or 5 color versions of the logo. The athletics stationery can be customized for each sport by changing the type in the banner of the logo. This is the only way the stationery should be customized. The paper is laser and ink jet compatible and 50% recycled (0% post consumer). Fonts on letterhead are Futura ook and Futura old, 9pt/12pt. Fonts on envelope and business cards are the same except 7.5pt/8.5pt. ll Morgan State University items must be ordered through the University s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.) Letters and memos should employ a one-inch left margin and a one-inch right margin. Letters should begin one-half inch below the athletic logo at the top. Letters and memos should employ block style, with flush left, ragged right margins, single-spaced paragraphs with double spacing between paragraphs. Letterhead David Thomas thletic Director 1700 E. Cold Spring Lane 107 S. Hill Field House altimore, MD Tel: Fax: dthomas@moac.morgan.edu Department of thletics 1700 E. Cold Spring Lane altimore, MD usiness Card Option 1 David Thomas thletic Director usiness Card Option 2 Department of thletics 1700 E. Cold Spring Lane 107 S. Hill Field House altimore, Maryland Tel: Fax: dthomas@moac.morgan.edu #10 Envelope usiness envelopes for general, large malings not including a letter may be printed on white wove stock to reduce costs. However, business envelopes being used with letterhead must be on matching stock. 9

11 NOTECRDS/ENVELOPES Personal Notecards and Envelopes The Morgan State University stationery system includes personal notecards and matching envelopes. The cards are available for all three identities and print on Fox River Select Cover 80# Wove (Mansion White or right White). The envelopes are Fox River Circa Script 24# Wove Writing (Mansion White or right White). Note: The Morgan State University formal stationery is only to be used by units that are approved for use by the President. similar version that replaces the metallic gold ink with black ink can be used as an alternate to the 2-color consumer notecard. Office of the President 1700 E. Cold Spring Lane 402 Triad Hall altimore, MD Office of cademic ffairs 1700 E. Cold Spring Lane 00 Truth Hall altimore, MD Department of thletics 1700 E. Cold Spring Lane altimore, MD ll Morgan State University items must be ordered through the University s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.) Oversize Envelopes The Morgan State University stationery system includes oversized envelopes. The oversize envelopes are available with the consumer and athletic identities and may be ordered in the same logo color options as the #10 envelopes. (Formal identity not available.) The stock is 24# white wove. ll Morgan State University items must be ordered through the University s preferred vendor and must adhere to the identity guidelines. (For vendor names and ordering information, please contact the Office of Procurement.) Office of cademic ffairs 1700 E. Cold Spring Lane 00 Truth Hall altimore, MD Department of thletics 1700 E. Cold Spring Lane altimore, MD Office of cademic ffairs 1700 E. Cold Spring Lane 00 Truth Hall altimore, MD Department of thletics 1700 E. Cold Spring Lane altimore, MD

12 Morgan State University 1700 E. Cold Spring Lane altimore, MD Contact Information: For information regarding the use of Morgan trademarks for internal administrative purposes such as stationery and envelopes: MSU Print Shop For other authorized printers, call: MSU Office of Procurement For official uses of University trademarks for University purposes other than standard stationery and envelopes: MSU Public Relations, rt Department For obtaining a license to use University trademarks by external organizations and/or for commercial purposes: Collegiate Licensing Company (CLC) 20 Interstate North Parkway Suite 102 tlanta, G Fax: Licensing Director Morgan State University 1700 E. Cold Spring Lane 409 Truth Hall altimore, MD ll art shown in this manual is the property of Morgan State University, and artwork may not be used in any way without prior written permission Morgan State University, all rights reserved.

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