MIT ATHLETICS. LOGO STANDARD GUIDELINES
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1 MIT ATHLETICS. LOGO STANDARD GUIDELINES
2 LOGO STANDARD GUIDELINES: TABLE OF CONTENTS Copyright...03 Introduction...04 Our Colors...05 Our Font...06 Primary Mark Full Color...07 Grayscale and Black & White...08 Secondary Mark A Full Color...09 Grayscale and Black & White...10 Secondary Mark B Full Color...11 Grayscale and Black & White...12 Wordmark A Full Color...13 Grayscale and Black & White...14 Wordmark B Full Color...15 Grayscale and Black & White...16 Ligature Mark A Full Color...17 Grayscale and Black & White...18 Ligature Mark B Full Color...19 Grayscale and Black & White...20 Sport Specifi c Marks Sport Specifi c Mark A...21 Sport Specifi c Mark B...22 Sport Specifi c Marks A & B, By Sport...23 Daper Mark...25 Guidelines Acceptable Usage...26 Unacceptable Usage...27 Clear Space...28 MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 2
3 LOGO STANDARD GUIDELINES: COPYRIGHT NOTICE Copyright Notice All material in this document is copyrighted to Massachusetts Institute of Technology (MIT). This material includes but is not limited to printed and/or electronic text and images. All copyright privileges and other rights implied or explicit are reserved. Written permission from a duly appointed offi cer of MIT is required for any use or publication, public or private, of any material copyrighted to MIT. There is no implied consent for any use, publication, republication or transmission of material copyrighted to MIT. MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 3
4 LOGO STANDARD GUIDELINES: INTRODUCTION What is the identity system? The identity system provides a guide for coherent communication of the MIT Athletics identity. This guide outlines an identity standards and applications system in two parts. The fi rst part contains a group of identity elements specifi cally designed to identify the MIT Athletics identity. These elements make up the graphics that give the brand its visual identity. The second part contains guidelines and examples specifying acceptable employment of the graphical elements. When used in concert with the guidelines, the elements create a foundation for visual unity, impact and consistency across multiple media. The coordination of MIT Athletics communications to consumers plays a signifi cant role in their impression of the brand. Through all our collateral, we communicate not only information but also the brand s fl avor and experience. The system employs several identifying elements to ensure recognition of MIT Athletics. Consistency is paramount to the success of the identity system. Consistent use of the marks and supporting elements will build brand equity and resonance. The end result will be an increased understanding of the benefi ts of MIT Athletics by the public, especially in regard to the broader community. What is the intent of this identity system? To ensure necessary consistency and impact, this guide begins to establish acceptable parameters for a system. Because each new situation creates a challenge and new modes and methods of communication frequently arise in the modern world, this outline also embodies a degree of fl exibility. MIT Athletics Department of Communications is ultimately responsible for approving applications that stretch the established standards. Such uses will be carefully and openly considered on their individual merits. The goal is to meet the needs of every MIT Athletics marketing partner without adversely affecting the basic uniformity upon which a successful brand identity program is based. Marks and graphical elements should not be employed in ways that are not specifi cally approved by this guide. In case of doubt, please contact MIT Athletics Department of Communications for direction. Use only original artwork for reproduction of these marks. Printed images extracted from publications should never be used for scanning or paste-up when preparing graphics for application. Elements and logos may not be electronically, or manually altered, stretched, outlined, given drop-shadows or enclosed in shapes that appear to be an organic part of the element or logo. MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 4
5 LOGO STANDARD GUIDELINES: OUR COLORS These are the acceptable colors for use with relevant MIT Athletics logos. Color chips are presented in Pantone and CMYK. Regardless of color, it is important that MIT Athletics marks and text are legible. MIT CARDINAL PANTONE 201C C:25 M:100 Y:70 K:10 MIT BLACK PANTONE BLACK C C:0 M:0 Y:0 K:100 MIT GRAY PANTONE 7543 C PANTONE BLACK 36% C:0 M:0 Y:0 K:36 MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 5
6 LOGO STANDARD GUIDELINES: OUR FONT The MIT Athletics Font is a customized version of Flatiron ITC. The MIT Athletics Font should only be used for headlines and sub-headlines. Please note that when the MIT Athletics Font is placed on a colored background it should be set in white. MIT Athletics Font Bold MIT Athletics Font Regular MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 6
7 LOGO STANDARD GUIDELINES: PRIMARY MARK, FULL COLOR The MIT Athletics primary mark in full color is the preferred mark for all University Athletics applications. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Primary Mark full color [B] MIT Athletics Primary Mark full color on MIT Cardinal [C] MIT Athletics Primary Mark full color on MIT Black [D] MIT Athletics Primary Mark full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 7
8 LOGO STANDARD GUIDELINES: PRIMARY MARK, GRAYSCALE AND BLACK & WHITE The MIT Athletics primary mark in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics primary mark in black & white should be applied when use of the full color primary mark is not possible and when one tone is requested. [A] MIT Athletics Primary Mark grayscale [B] MIT Athletics Primary Mark grayscale on MIT Black [C] MIT Athletics Primary Mark black & white [D] MIT Athletics Primary Mark black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 8
9 LOGO STANDARD GUIDELINES: SECONDARY MARK A, FULL COLOR These are the acceptable confi gurations for the MIT Athletics secondary mark A in full color. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Secondary Mark A full color [B] MIT Athletics Secondary Mark A full color on MIT Cardinal [C] MIT Athletics Secondary Mark A full color on MIT Black [D] MIT Athletics Secondary Mark A full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 9
10 LOGO STANDARD GUIDELINES: SECONDARY MARK A, GRAYSCALE AND BLACK & WHITE The MIT Athletics secondary mark A in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics secondary mark A in black & white should be applied when use of the full color primary mark is not possible and when one tone is requested. [A] MIT Athletics Secondary Mark A grayscale [B] MIT Athletics Secondary Mark A grayscale on MIT Black [C] MIT Athletics Secondary Mark A black & white [D] MIT Athletics Secondary Mark A black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 10
11 LOGO STANDARD GUIDELINES: SECONDARY MARK B, FULL COLOR These are the acceptable confi gurations for the MIT Athletics secondary mark B in full color. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Secondary Mark B full color [B] MIT Athletics Secondary Mark B full color on MIT Cardinal [C] MIT Athletics Secondary Mark B full color on MIT Black [D] MIT Athletics Secondary Mark B full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 11
12 LOGO STANDARD GUIDELINES: SECONDARY MARK B, GRAYSCALE AND BLACK & WHITE The MIT Athletics secondary mark B in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics secondary mark B in grayscale should be applied when use of the full color primary mark is not possible and when one tone is requested. [A] MIT Athletics Secondary Mark B grayscale [B] MIT Athletics Secondary Mark B grayscale on MIT Black [C] MIT Athletics Secondary Mark B black & white [D] MIT Athletics Secondary Mark B black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 12
13 LOGO STANDARD GUIDELINES: WORDMARK A, FULL COLOR These are the acceptable confi gurations for the MIT Athletics wordmark A in full color. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Wordmark A full color [B] MIT Athletics Wordmark A full color on MIT Cardinal [C] MIT Athletics Wordmark A full color on MIT Black [D] MIT Athletics Wordmark A full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 13
14 LOGO STANDARD GUIDELINES: WORDMARK A, GRAYSCALE AND BLACK & WHITE The MIT Athletics wordmark A in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics wordmark A in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. [A] MIT Athletics Wordmark A grayscale [B] MIT Athletics Wordmark A grayscale on MIT Black [C] MIT Athletics Wordmark A black & white [D] MIT Athletics Wordmark A black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 14
15 LOGO STANDARD GUIDELINES: WORDMARK B, FULL COLOR These are the acceptable confi gurations for the MIT Athletics wordmark B in full color. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Wordmark B full color [B] MIT Athletics Wordmark B full color on MIT Cardinal [C] MIT Athletics Wordmark B full color on MIT Black [D] MIT Athletics Wordmark B full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 15
16 LOGO STANDARD GUIDELINES: WORDMARK B, GRAYSCALE The MIT Athletics wordmark B in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics wordmark B in black & white should be applied when use of the full color primary mark is not possible and when tonal values are requested. [A] MIT Athletics Wordmark B grayscale [B] MIT Athletics Wordmark B grayscale on MIT Black [C] MIT Athletics Wordmark B black & white [D] MIT Athletics Wordmark B black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 16
17 LOGO STANDARD GUIDELINES: LIGATURE MARK A, FULL COLOR These are the acceptable confi gurations for the MIT Athletics ligature mark A in full color. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Ligature Mark A full color [B] MIT Athletics Ligature Mark A full color on MIT Cardinal [C] MIT Athletics Ligature Mark A full color on MIT Black [D] MIT Athletics Ligature Mark A full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 17
18 LOGO STANDARD GUIDELINES: LIGATURE MARK A, GRAYSCALE AND BLACK & WHITE The MIT Athletics ligature mark A in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics ligature mark in black & white should be applied when use of the full color primary mark is not possible and when tonal values are requested. [A] MIT Athletics Ligature Mark A grayscale [B] MIT Athletics Ligature Mark A grayscale on MIT Black [C] MIT Athletics Ligature Mark A black & white [D] MIT Athletics Ligature Mark A black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 18
19 LOGO STANDARD GUIDELINES: LIGATURE MARK B, FULL COLOR These are the acceptable confi gurations for the MIT Athletics ligature mark B in full color. Whenever possible, full color should be used. Grayscale and black & white primary marks are available for use when full color is not a possibility. [A] MIT Athletics Ligature Mark B full color [B] MIT Athletics Ligature Mark B full color on MIT Cardinal [C] MIT Athletics Ligature Mark B full color on MIT Black [D] MIT Athletics Ligature Mark B full color on MIT Gray MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 19
20 LOGO STANDARD GUIDELINES: LIGATURE MARK B, GRAYSCALE AND BLACK & WHITE The MIT Athletics ligature mark B in grayscale should be applied when use of the full color primary mark is not possible and when tonal values are requested. The MIT Athletics ligature mark in black & white should be applied when use of the full color primary mark is not possible and when tonal values are requested. [A] MIT Athletics Ligature Mark B grayscale [B] MIT Athletics Ligature Mark B grayscale on MIT Black [C] MIT Athletics Ligature Mark B black & white [D] MIT Athletics Ligature Mark B black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 20
21 LOGO STANDARD GUIDELINES: SPORT SPECIFIC MARK A These are the acceptable confi gurations for the MIT Athletics sport specifi c mark A. The Varsity Sport text should always be centered below the MIT logo. This text should always fi t within the area defi ned below by dotted lines in fi gure [A], and should never extend outside of this area. The MIT Athletics sport specifi c marks may extend to two lines when the text becomes too long to fi t on one line. Whenever possible, full color should be used. Grayscale and black & white sport specifi c marks are available for use when full color is not a possibility. Sport name should stay within the dotted lines [A] MIT Athletics Sport Specifi c Mark A full color [B] MIT Athletics Sport Specifi c Mark A full color on MIT Gray [C] MIT Athletics Sport Specifi c Mark A grayscale [D] MIT Athletics Sport Specifi c Mark grayscale on MIT Gray [E] MIT Athletics Sport Specifi c Mark A black & white [F] MIT Athletics Sport Specifi c Mark A black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 21
22 LOGO STANDARD GUIDELINES: SPORT SPECIFIC MARK B These are the acceptable confi gurations for the MIT Athletics sport specifi c mark B. The Varsity Sport text should always be centered below the MIT logo. This text should always fi t within the area defi ned below by dotted lines in fi gure [A], and should never extend outside of this area. The MIT Athletics sport specifi c marks may extend to two lines when the text becomes too long to fi t on one line. Whenever possible, full color should be used. Grayscale and black & white sport specifi c marks are available for use when full color is not a possibility. [A] MIT Athletics Sport Specifi c Mark B full color Sport name should stay within the dotted lines [B] MIT Athletics Sport Specifi c Mark B full color on MIT Gray [C] MIT Athletics Sport Specifi c Mark B grayscale [D] MIT Athletics Sport Specifi c Mark B grayscale on MIT Gray [E] MIT Athletics Sport Specifi c Mark B black & white [F] MIT Athletics Sport Specifi c Mark B black & white on MIT Black MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 22
23 LOGO STANDARD GUIDELINES: SPORT SPECIFIC MARKS A & B, BY SPORT These are the acceptable confi gurations for the MIT Athletics sport specifi c marks A & B listed by sport. Whenever possible, full color should be used. Grayscale and black & white primary marks should be used if full color is not a possibility. MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 23
24 LOGO STANDARD GUIDELINES: SPORT SPECIFIC MARKS A & B, BY SPORT These are the acceptable confi gurations for the MIT Athletics sport specifi c marks A & B listed by sport. Whenever possible, full color should be used. Grayscale and black & white primary marks should be used if full color is not a possibility. MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 24
25 LOGO STANDARD GUIDELINES: DAPER MARK This is the acceptable confi guration for the MIT Athletics Daper mark. Please note that this mark is for internal use only and should not be used on merchandise or any other non-inernal application. [A] MIT Athletics Daper Mark MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 25
26 LOGO STANDARD GUIDELINES: ACCEPTABLE USAGE The following are additional acceptable treatments of the MIT Athletics primary mark, secondary mark A, and secondary mark B. Please note that when the logo s graphical elements are shown separately from the text (as seen in figures C, D, and E), the Trademark symbol must be added to the mark and/or change locations from its position in the original combined mark. [A] MIT Athletics Horizontal Mark A full color [B] MIT Athletics Horizontal Mark B full color [C] MIT Athletics Primary Mark separated top [D] MIT Athletics Secondary Mark A separated top [E] MIT Athletics Secondary Mark B separated top MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 26
27 SECONDARY MARK A_FULL COLOR ON WHITE LOGO STANDARD GUIDELINES: UNACCEPTABLE USAGE The success of the MIT Athletics identity relies on the clarity and consistency with which it is implemented. Distorting or changing it reduces its legal protection and diminishes its impact. The following examples visualize some potential mistakes which must be avoided. Please note that the following examples apply to all of MIT Athletics marks, and should be avoided in all marks. DO NOT apply unapproved colors DO NOT change colors DO NOT alter text DO NOT remove elements DO NOT alter proportions of elements DO NOT rotate DO NOT alter layout of elements DO NOT remove trademark symbol ( ) DO NOT move elements into clear space DO NOT use unapproved logos on color DO NOT alter letter spacing DO NOT skew or stretch DO NOT add rule lines or additional unapproved elements DO NOT flip elements DO NOT add strokes DO NOT add shadows or extra elements MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 27
28 LOGO STANDARD GUIDELINES: CLEAR SPACE In order to remain clean and prominent, ALL of MIT s Athletics marks should always be surrounded by an area of clear space. A minimum distance is required between the mark and all other graphic elements. To determine the minimum distance between the MIT Athletics mark and all other graphic elements: Draw parallel lines across both the top and the bottom of the MIT Athletics mark, as shown below in dashed lines. The radius of the Safety Zone must equal the size of a box highlighting the height of one of the E s in Engineers (represented in blue and labeled as measurement A), which is then used to measure the space surrounding the mark; above, below and to the side of two parallel lines. Create a rectangular border around the entire MIT Athletics mark for the complete area of the Safety Zone (represented by the solid rectangle surrounding the logo below). It is important to note that although only the primary mark is shown below, ALL of MIT s Athletics marks must follow the clear space guidelines. Clear space must be equal to the height of the E [A] MIT Athletics Primary Mark with clear space guidelines (represented above by the gray solid box surrounding the mark) MASSACHUSETTS INSTITUTE OF TECHNOLOGY ATHLETICS 28
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