Brand Standards Guide

Transcription

1 Brand Standards Guide November 2017 Second Edition Ryerson University Brand Standards Guide

2 Document Overview This document provides guidelines and tools for using Ryerson University s visual brand. It outlines the building blocks of the brand architecture, the visual identity, and contains sample applications to illustrate our look and feel. Our brand is our story and identity. It represents our core values and unique identifiers. It is what people think of when they think Ryerson. Cohesive and thoughtful use of this document will help us strengthen our brand and reputation as the hub for inventive and purposeful thinkers and creators. Ryerson University Brand Standards Guide

3 Table of Contents Logo 1 Visual Toolkit 17 Brand Architecture 34 Appendix 53 University Logo 2 Minimum Size & Clear Space 3 Placement & Positioning for Print 4 Placement & Positioning for Digital 5 Alternative Brand Marks 6 Social Media Icon 7 Logo Don ts 8 Lock-ups 9 University & SRC/Academic Brands 10 Sub-Brand 12 Partnership 13 Clear Space 14 Vertical Alignment 15 Lock-up Don ts 16 Typography 18 Primary Font 18 Secondary Font 19 Usage 20 Photography 21 Photography Don ts 22 Photography Usage & Image Rights 23 Colours 24 Primary & Secondary Palette 24 Tertiary Palette 25 Accessibility 26 Graphic Device 27 Usage 28 Graphic Device Don ts 30 Design Evolution 31 Campaign Branding 32 Example 33 Brand Classifications 35 University Brand Visual Toolkit 36 Academic/SRC Brand Visual Toolkit 37 Sub-Brand Visual Toolkit 38 Independent Brand Visual Toolkit 39 Visual Toolkit Usage Summary 40 Applications & Inspiration 41 Admissions Handbook 42 Campus Store Bag 43 Academic/SRC Brand 44 Sub-Brand 45 Social Media 46 Brand Platform 54 Big Idea 55 Mission & Vision 56 Values 57 Differentiators 58 Tone & Personality 59 Brand Story 60 Photography & Image Usage Rights 61 Usage 61 Images 62 Terms 63 Online Advertising 47 Publication 48 Victoria Laneway Posters 49 Magazine Advertising 50 Reputation Campaign Advertising 51 Print 51 Digital 52 Click on topic to go to page Click on button from another page to return to the Table of Contents Ryerson University Brand Standards Guide

4 Logo The university logo is the sign-off to everything we say. It embodies who we are and unites all of our different voices so that together we are stronger than the sum of our parts. The logo acknowledges our past, while taking a confident step forward. It retains many of the elements that have come to define our brand and applies a system to help unify and provide clarity to relationships and hierarchy. Consistent use of our logo positions us facing forward together. 1 Ryerson University Brand Standards Guide

5 Logo University Logo The Ryerson University logo uses the brand s primary typeface, Replica Std, and the two primary colours, blue and gold. Two overlaid boxes are used to create clear, undisturbed space for the university name, as well as to communicate the brand s modular visual language. Full Colour The logo must never be recreated or modified. It is always used in full colour, unless production restrictions prohibit it. (See page 8 for all Logo Don ts.) 2 Ryerson University Brand Standards Guide

6 Logo University Logo Minimum Size & Clear Space For legibility, the university logo is never made smaller than 0.8 inches wide in print, or 58 pixels wide on-screen. Minimum Size 0.8 in. / 58 px It is important that clear space be maintained from all surrounding typographic elements in order to distinguish the logo within a composition. Clear space is always determined by the width of the gold bar. In all instances, the logo must be clearly visible and legible. Always make sure there is sufficient contrast between the logo and its background. Alternate Use Clear space is not necessary from other elements of the visual language (photography, fields of colour), but careful attention must always be paid to the placement and visibility of the logo. The logo provides confidence and energy, and should be used with this in mind. Clear Space Alternate Use (no clear space from graphic elements) 3 Ryerson University Brand Standards Guide

7 Logo University Logo Placement & Positioning for Print The primary placement of the logo is in the bottom left corner of a layout. Secondary placement of the logo is in the upper left corner. Primary Logo Placement Secondary Logo Placement In all instances, make sure there is enough contrast between the logo and its background. Make sure all edges of the logo are clearly defined and not blending into the background. (See page 8 for all Logo Don ts.) The suggested scale examples shown here are starting points. Depending on layout, the use of logo lock-ups and application, these sizes may require additional consideration. For further suggested scales in various layouts and document sizes, see Applications & Inspiration starting on page 41. Suggested Scale 11 in. 33 in. 8.5 in. Logo width should be in. 11 in. Logo width should be 2 in. 17 in. Logo width should be 7.75 in. 84 in. Letter Tabloid Retractable Banner 4 Ryerson University Brand Standards Guide

8 Logo University Logo Placement & Positioning for Digital The placement of the logo for leaderboard ads, e-vites, and e-headers is on the left side. For big box and skyscraper ads, the placement is in the bottom left corner of a layout. Please ensure that there is sufficient clear space as defined by a gold bar width. Logo Placement and Suggested Scale 728 px Logo width should be 100 px 90 px In all instances, make sure there is enough contrast between the logo and its background, and that all edges of the logo are clearly defined and do not blend into the background. (See page 8 for all Logo Don ts.) Leaderboard 160 px 300 px Logo width should be 70 px 250 px Logo width should be 120 px 600 px Big box 600 px Logo width should be 100 px E-vite Skyscraper 5 Ryerson University Brand Standards Guide

9 Logo University Logo Alternative Brand Marks In addition to the primary university logo, four other marks are available for specific instances and applications. 1. Greyscale University Logo A greyscale brand mark has been developed for black-and-white print reproduction methods where shades of grey are available. This version is preferred to the one-colour version. 1. Greyscale 2. One-Colour 2. One-Colour University Logo A one-colour brand mark has been developed for limited colour reproduction. Use the one-colour logo as only black, white or of a specific material (i.e., stainless steel, etched glass, etc.). 3. Text University Logo The use of the text logo is reserved for swag pieces where the primary university logo is not suitable for small screened ink reproduction. The stacked version is the preferred choice. If the item is very narrow and curved, such as a pencil, then the single line version may be used to ensure readability. 4. University Crest The use of the Ryerson Crest is reserved for the chancellor s office, the president s office, convocation, and other official scholarly documents for which a formal or ceremonial image is needed. The crest cannot overlap with any other graphic elements or typography. For use on light backgrounds. 3. Text Stacked 4. Crest For use on dark backgrounds. Single line 6 Ryerson University Brand Standards Guide

10 Logo University Logo Social Media Icon For primary Ryerson social media channels, a reduced R icon has been developed. This logo contains many visual references to the full logo, but has been formed to fit into a square frame. It is used for Ryerson s main university social media channels only. Minimum size for the social media icon is 30 pixels wide. Social Media Icon 30 px Need a social media icon? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your social media icon needs. Clear Space X X X Like the main Ryerson logo, the social media icon needs adequate clear space around it to be properly read. A good way to accomplish this is by using the spacing between the left edge of the blue box and the letter R (x). X X 7 Ryerson University Brand Standards Guide

11 Logo Logo Don ts The Ryerson logo has been carefully designed to ensure legibility and visual balance and should not be altered in any way. Please do not make graphic decisions that contradict the guidelines developed in this document. The following are a few examples of slip-ups. Do not change the colours of the logo. Do not add effects to the logo. Do not adjust the proportions of the logo. Do not create a knockout version of the logo. Do not tilt the logo, even at 90 degrees. Do not enclose the logo within a shape, or a border. Do not place the logo on a background without sufficient contrast. Do not place the logo on an image without sufficient contrast. Do not create single-line logos. 8 Ryerson University Brand Standards Guide

12 Lock-ups Logo lock-ups build on the university logo to create a signature specific to each entity within the institution. They help us build brand association and visual clarity by reducing the number of stand-alone logos. Three systems of lock-ups have been developed to facilitate all of the diverse initiatives we undertake. Lock-up systems relate to the brand types outlined in the Brand Architecture. See Brand Architecture on pages to determine which lock-up is right for your brand. Please connect with University Relations to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 9 Ryerson University Brand Standards Guide

13 Lock-ups University & SRC/Academic Brands The university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity. SRC/Academic brands are parts of the university that are most closely associated with its mission of learning and scholarly, research and creative activity. These brand lock-ups position the names of Ryerson s entities in alignment with the gold bar. This system allows for one or two levels of hierarchical information, ensuring that we are focusing our audiences attention on what is most important. One-Level Lock-up Two-Level Lock-up Replica Std Bold Replica Std Bold Replica Std Light Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. University Brand Lock-up Construction Office of the General Counsel & Secretary of the Board of Governors The space between the lock-up text and the logo is one gold bar. Text always aligns to the top of the logo. A maximum of three lines of text are allowed in the lock-up. Text is always black, unless the lock-up appears on a dark background, in which case text is set in white. 10 Ryerson University Brand Standards Guide

14 Lock-ups University & SRC/Academic Brands Continued When two entities of the same hierarchical level are needed (i.e., two faculties), use a gold divider to separate entities. - The gold divider is one-quarter the width of the gold bar in the university logo. - Both entities are set in Replica Std Bold. - Do not combine the gold divider with the two-level system. All lock-ups must include no more than two units at any given time. - If more than two entities are involved, either use the two most relevant entities in the lock-up, or use only the Ryerson logo and reference the entities in the body copy elsewhere in the communications piece. - Alphabetical order will determine which entity name appears first. Lock-up with Two Faculties Dual-Level Lock-up Construction X 0.25X Replica Std Bold The space between the logo, text and the divider is equal to one gold bar. Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. 11 Ryerson University Brand Standards Guide

15 Lock-ups Sub-Brand Sub-brands are a part of the university, but revolve around activities beyond its mission of learning and scholarly, research and creative activity. Therefore their logos should be designed with this in mind. Sub-Brand Lock-up - The space between the university logo and the sub-brand logo is equal to two gold bars. - The maximum size of a sub-brand logo within the lock-up is equal to the full size of the university logo. - The sub-brand logo should be vertically centred and left-aligned within the given frame. Sub-Brand Lock-up Uses Lock-ups should be used in all formal and media communications, including advertising. In applications where the university s association is not inherently necessary, the lock-up is not needed. For example: Ryerson Rams team jerseys, internal building signage and merchandise. Sub-Brand Lock-up Construction X 2X Maximum size of sub-brand logo Maximum size of the sub-brand logo is determined by the full size of the university logo. The sub-brand logo should be vertically centred and left-aligned within the frame. Sub-Brand Logo Design Sub-brand logos do not need to follow the Ryerson visual identity elements, except for the primary colour palette. Separate guidelines exist for key sub-brands including Ryerson Rams and Ryerson Eats. Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. 12 Ryerson University Brand Standards Guide

16 Lock-ups Partnership Partnerships exist between the university and other non-university businesses, institutes and public-facing organizations. In order to maintain the integrity of both Ryerson University and its partners, the partnership lock-up maintains an even hierarchy between logos. - A black divider is used in partnership lock-ups. The divider is one-quarter the width of the gold bar in the university logo. - Both logos are separated by two gold bars on either side of the black divider. - The size of the partner logo should be scaled to appear optically similar in size to the university logo. - The partner logo should always appear vertically centred with the university logo. Partnership Lock-up Partnership Lock-up Construction X 0.25X PARTNER LOGO PARTNER LOGO Partnerships can exist at all levels within the brand architecture. Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. Use two gold bars to separate each logo from the black divider. Centre the partner logo vertically with the university logo. 13 Ryerson University Brand Standards Guide

17 Lock-ups Clear Space It is important that an area of clear, uninterrupted space be maintained around all lock-ups to maintain visibility. University Brand Lock-up Clear Space In all lock-up types, clear space is always determined by the width of one gold bar. Clear space is required only from surrounding typographic elements, and careful attention should always be paid to the visibility and legibility of the lock-up. Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. Sub-Brand Lock-up Clear Space Partnership Lock-up Clear Space PARTNER LOGO 14 Ryerson University Brand Standards Guide

18 Lock-ups Vertical Alignment In instances when a communication cannot comfortably accommodate a horizontal lock-up, use the vertical lock-up. This is intended as secondary usage only. University Brand Vertical Construction Sub-Brand Vertical Construction Partnership Vertical Construction Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. PARTNER LOGO Text is left-aligned with the university logo text. Spacing between the university logo and the lock-up text is one gold bar. Sub-brand logos are aligned to the top and left of the available frame, which is the size of the university logo. Spacing between the two graphics is two gold bars. Partner logos are left-aligned with the university logo. They are scaled to appear optically equal in size to the university logo. A black bar, one-quarter the width of the gold bar in the university logo, is used to separate graphics. Spacing between the university logo and the black bar is two gold bars; and another two gold bars between the black bar and the partner logo. 15 Ryerson University Brand Standards Guide

19 Lock-ups Lock-up Don ts The university speaks loudest when we are united as once voice. Consistent use of the logo lock-up is fundamental to recognition of the brand. Please review the following to avoid unintentional lock-up mistakes. Need a lock-up? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your logo lock-up needs. Do not use outdated logos in a lock-up. Instead use the lock-up system to create a new mark. Do not add more than two levels of hierarchy, or more than three lines of text to a lock-up. Avoid using icons that are not integral to an existing brand. Do not put secondary information first, or bold the second level of information. Do not include more than two levels of equal hierarchy in a lock-up. Faculty of Arts Do not use the RU or Social Media mark to create a lock-up 16 Ryerson University Brand Standards Guide

20 Visual Toolkit The Ryerson University Visual Toolkit is a set of unique graphic elements that signal our brand. Used consistently, the toolkit unifies our communications and distinguishes our messages from the landscape. These elements are: typography, photography style, colour and a unifying graphic device. There are specific guidelines for the use of the visual language across different university entities. See Brand Architecture on pages to see how the visual toolkit applies to your brand. 17 Ryerson University Brand Standards Guide

21 Visual Toolkit Typography Primary Font Replica Std is the primary typeface of Ryerson University. It is the lead typeface used for headlines in all communications, except in formal or convocational material. Replica Std is designed by using a strict grid, giving it distinct qualities that provide Ryerson with a bold, confident voice. Replica Std Bold and Light are used to differentiate levels of information through contrasting weights. Replica Std Regular can also be used as a third weight. Italics are used sparingly. Alternate Use Due to the nature of typeface licensing, if Replica Std is not available, then use Arial. Need to purchase Replica Std for a project? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your font needs. Replica Std Aa Aa Aa Replica Std Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ()*+.-./:;<=>?@{} Replica Std Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ()*+.-./:;<=>?@{} Replica Std Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ()*+.-./:;<=>?@{} 18 Ryerson University Brand Standards Guide

22 Visual Toolkit Typography Secondary Font Lyon Text is the secondary typeface of Ryerson University. It is used as body copy to complement Replica, enabling more flexibility in typographic messaging. Lyon Text is a contemporary serif, giving Ryerson a classic, formal voice when needed. Although Lyon Text comes with a large font family, it is recommended that Bold and Regular weights are used. Bold Italic and Regular Italic can also be used. Alternative Typefaces Due to the nature of typeface licensing, if Lyon Text is not available, then use Times New Roman. Need to purchase Lyon Text for a project? Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your font needs. Lyon Text Aa Aa Aa Lyon Text Bold ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ()*+.-./:;<=>?@{} Lyon Text Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ()*+.-./:;<=>?@{} Lyon Text Regular ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ( )*+.-./:;<=>?@{} Aa Lyon Text Regular Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ! #$%& ( )*+.-./:;<=>?@{} 19 Ryerson University Brand Standards Guide

23 Visual Toolkit Typography Usage Ryerson s typography guidelines are as follows: Sample Paragraph - Type is always black or white. - Type is consistently left-aligned, given optical kerning and comfortable leading. - Replica Std is always used as the headline typeface and always used in lock-ups. - Headlines are always in sentence case. - Lyon Text is used as body copy and in formal or convocational material. Lyon is most effective when there are large blocks of text. - Both typefaces can be used together to draw attention and create contrast in certain messaging. - Together, Replica Std and Lyon Text are used in all Ryerson communications material. 20 Ryerson University Brand Standards Guide

24 Visual Toolkit Photography Photography is the most effective tool to showcase the diverse, dynamic and transformative university we have become. Ryerson s photography style has been developed with our brand mission in mind. It portrays confidence for the university with an honest and authentic documentarystyle approach. Principles of the Photography Style - Capture candid and real moments. - Focus on action and context to tell a story. - Use straight-on angles. - Capture portraits, city scenes and campus locations. - Use close-up or detail shots to highlight projects. - Use unfiltered, authentic colour and natural contrast. Consent Form For all subjects that appear in-focus in your photos, you must obtain written permission for promotional usage. The consent form may be downloaded from the brand website at ryerson.ca/brand/ visual-toolkit/photography 21 Ryerson University Brand Standards Guide

25 Visual Toolkit Photography Don ts In order to maintain a consistent brand message, it is important to avoid the following techniques in photography. Avoid using photographs that are dramatically angled. Avoid using images with an obvious shallow depth of field. Avoid using photographs that appear staged and inauthentic. Avoid isolating subjects from their visual context. Avoid using photographs that are overly stylized or abstract. Try to avoid using imagery that features legacy Ryerson branding. 22 Ryerson University Brand Standards Guide

26 Visual Toolkit Photography Usage & Image Rights With photography now dominating digital communication platforms as well as print, we need to revisit how the university works with photographers to ensure client needs are met and usage rights are clearly defined. Clarify the intended use of your photos in advance to get an accurate estimate that works within your budget. The following are key considerations to keep in mind when working with a photographer. Note: University Relations is always available to help with your photography needs from consultation to concept to execution. Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your photography needs. 1. Usage Decide where you d like to feature the photos. Will you be using them on print collateral, ads, web, social media, etc.? It s important to note the primary use as well as the extended uses. A rightsmanaged image is priced according to how you re planning to use it. It always helps to discuss usage and ownership rights at the beginning of the project with your marketing officer and your photographer. 2. Images Decide how many images you will need from your photo shoot (e.g., some photos, or all photos). 3. Terms Determine the time period for image use. For example, will you need image/s for a set period, such as two years, or do you require a full buyout (in perpetuity). For details on image rights and usage, see pages in the Appendix. Real-world experience Ryerson University is at the intersection of mind and action. What our students learn in the classroom is enhanced by real-world knowledge and experience. We champion diversity, entrepreneurship and innovation. ryerson.ca 23 Ryerson University Brand Standards Guide

27 Visual Toolkit Colours Primary & Secondary Palette The primary palette consists of Ryerson blue and gold, as well as black (used primarily for text) and white. Primary Palette Secondary colours expand the range of blues and golds, adding tonality and texture. The primary and secondary palettes have been developed to work together effectively. The primary and secondary palettes are always drawn on first when considering colour in applications. Ryerson Blue PMS 2935U/2945C C100 M60 Y0 K15 R0 G76 B155 Hex #004C9B Ryerson Gold PMS 108U/109C C0 M10 Y100 K0 R255 G220 B0 Hex #FFDC00 Black C0 M0 Y0 K100 R0 G0 B0 Hex # White C0 M0 Y0 K0 R255 G255 B255 Hex #FFFFFF Pantone Values Some colours have two Pantone values associated with them; C (coated) and U (uncoated). For print applications on a coated paper stock, refer to the C value and for an uncoated paper stock, refer to the U value. Secondary Palette PMS 287U/288C C100 M70 Y0 K40 R0 G45 B114 Hex #002D72 PMS 3005U/C C100 M30 Y0 K0 R0 G119 B200 Hex #0077C8 PMS 2995U/C C90 M0 Y0 K0 R0 G169 B239 Hex #00A9EF PMS 2985U/C C60 M0 Y0 K0 R91 G194 B244 Hex #5BC2F4 PMS 130U/137C C0 M40 Y100 K0 R255 G163 B0 Hex #FFA300 PMS 109U/123C C0 M22 Y100 K0 R255 G198 B9 Hex #FFC609 PMS Yellow U C0 M0 Y100 K0 R255 G238 B0 Hex #FFEE00 Dark Grey C0 M0 Y0 K40 R153 G153 B153 Hex # Light Grey C0 M0 Y0 K15 R217 G217 B217 Hex #D9D9D9 24 Ryerson University Brand Standards Guide

28 Visual Toolkit Colours Tertiary Palette The tertiary palette broadens the fields of colour beyond the spectrum of blues and golds. It has been carefully selected to complement the primary and secondary palettes, while matching them in intensity and vibrance. Tertiary Palette PMS 152U/C C0 M60 Y100 K0 R255 G114 B0 Hex #FF7200 PMS 199U/C C0 M100 Y75 K0 R228 G0 B50 Hex #E40032 PMS 226U/C C0 M100 Y0 K0 R235 G0 B114 Hex #EB0072 PMS 2603U/C C70 M100 Y0 K0 R121 G32 B130 Hex # PMS 272U/C C60 M55 Y0 K0 R116 G116 B193 Hex #7474C1 PMS 397U/C C15 M2 Y100 K15 R191 G190 B0 Hex #BFBE00 PMS 347U/C C93 M0 Y100 K0 R0 G154 B68 Hex #009A44 PMS 7467U/C C100 M0 Y30 K0 R0 G163 B173 Hex #00A3AD PMS 563U/C C55 M0 Y30 K0 R107 G191 B174 Hex #6BBFAE 25 Ryerson University Brand Standards Guide

29 Visual Toolkit Colours Accessibility Black or white text on a coloured background is permitted as long as it meets an accessibility rating of AA or AAA. To ensure that text remains accessible, use only these recommended text and colour combinations. 9.5 pt White text 9.5 pt Black text 9.5 pt White text 9.5 pt Black text Please also ensure that the font size is sufficient for readability. Text on a coloured background is more difficult to read than black text on a white background. We recommend a font size no smaller than 9.5 point to ensure AODA compliance for printed pieces. 9.5 pt White text 9.5 pt White text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt White text 9.5 pt Black text 9.5 pt White text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 9.5 pt Black text 26 Ryerson University Brand Standards Guide

30 Visual Toolkit Graphic Device The university s primary graphic device is a combination of overlapping boxes containing photography, text and brand colours. This unites our toolkit elements and creates a modular visual language that makes up our distinct style. Sample Layout These boxes are used to create clear space for headlines and call-out text, define the edges of photography and contain fields of colour. In layout, they are used together to create visual interest, balance and movement. When used thoughtfully, they are the most effective tool for conveying the Ryerson university brand. 27 Ryerson University Brand Standards Guide

31 Visual Toolkit Graphic Device Usage Depending on application, audience and message, our graphic device can be used simply, with a single box, or up to a maximum of three boxes of imagery and colour. Sample Layout Overlapping frames are integral to our visual language. When designing for the Ryerson brand, start simple all boxes should have a purpose. Simple usage Complex usage 28 Ryerson University Brand Standards Guide

32 Visual Toolkit Graphic Device Usage Continued The university graphic device uses a combination of overlapping boxes containing photography, text and brand colours. Below is a guide for how to combine all of the elements effectively. This is an example of a complex graphic usage where three boxes of imagery or coloured boxes are used. 1. Consider your text first. - Always start with headlines on your top layer, and consider a colour frame to draw attention. - When combining text with boxes, give comfortable margins around the text. - Boxes are always rectangular. 2. Add photography and colour to complement your message. Colour - Use colour to complement photography or increase visual interest. - Select colours that create contrast without overwhelming or competing for attention. Photography - We recommend using one strong image. - Boxes can be used to create thoughtful cropping of imagery. - Photography can be used to complement primary messages, or in the background for texture. See page 26 for text and colour combinations that are AODA compliant. Enlarge the photo as much as possible for hierarchy in the layout. Fields of colour are used to balance the page layout. Colour and type combinations must be AODA compliant (see page 26). Maximize background colour boxes as much as possible while maintaining some white space to retain the visual language of overlapping frames. The headline box maintains its rectangular shape around text. Create comfortable margins around the headline text by using a lower case letter as a spacing unit. Place the box over the photograph in such a way that it does not crop out any important information. Website addresses are placed in lower right corner. 29 Ryerson University Brand Standards Guide

33 Visual Toolkit Graphic Device Don ts Avoid multiple photographs of the same scale or content. Avoid overlapping boxes or text with colours that blend together. Avoid boxes that do not overlap. Avoid lining up box edges. Avoid boxes of similar sizes. Avoid centring or right-aligning text. Unless limited by the layout size, avoiding placing a box that bleeds on three edges. Always show at least two edges of every box. Avoid complicated layouts with excessive use of the graphic device. Layouts should feel comfortable and purposeful. Avoid creating boxes that are geometrically complex. All boxes should be rectangular. 30 Ryerson University Brand Standards Guide

34 Visual Toolkit Design Evolution A brand is an organic system and while it is important to be consistent, it may evolve over time and with circumstances. We have recently updated graphic layouts by introducing larger images, less text and fewer boxes. These changes provide more options and innovative ways to use the graphic device. For more examples see pages in the Applications & Inspiration section Ryerson Market Farm fresh, right on campus Delicious lunches, fresh produce and more Justice is what love looks like in public. Ryerson presents an evening with Cornel West Monday, May p.m. Every Wednesday until Oct a.m. to 2 p.m. Gould and Victoria Ted Rogers School of Management Room TRS Dundas Street West Also enjoy veggies grown right on campus and meals made by our own Ryerson Eats chefs. ryerson.ca/food From May 27 to June 2, Ryerson will host some of Canada s most prominent thinkers at the 86th annual Congress of the Humanities and Social Sciences: congress2017.ca 31 Ryerson University Brand Standards Guide

35 Visual Toolkit Campaign Branding An advertising campaign is a series of messages and associated creative that connect to a big idea. Often campaigns are integrated across a range of media channels over a set time frame. Campaigns are developed based on an objective, such as building brand awareness and changing perceptions or improving reputation and usually have a fixed duration. The messages or creative can differ from campaign to campaign. While it is important to stay true to the brand visual identity, (logos, fonts, colours, graphic device), campaigns may have a unique application of certain brand elements to ensure the big idea guides the concept. Example: Ryerson 2017 Brand and Reputation Campaign You see birthday candles. This recent campaign highlights Ryerson s outstanding research through the use of a visual metaphor. Rather than depicting photos of researchers in the ad creative, the materials highlight everyday objects that speak to the impact of the research in a meaningful and creative way. The call to action then drives people to the Ryerson website where the researchers stories and their photos are featured. Note: All major campaigns must be developed in association with University Relations. Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your campaign needs. We re a team of engineers, scientists, clinicians and researchers from Ryerson University and St. Michael s Hospital developing innovative ways to monitor and treat illness and disease. Together, we re creating technologies and health-care solutions that will help people live longer and celebrate more birthdays. Institute for Biomedical Engineering, Science and Technology Professors Sri Krishnan & Michael Kolios Co-Directors and Researchers, Ryerson University Dr. Ori Rotstein Co-Director and Researcher, St. Michael s Hospital We see the future of health care. Ryerson researchers are transforming lives. See how at ryerson.ca/transform 32 Ryerson University Brand Standards Guide

36 Visual Toolkit Campaign Branding Example Graphic Style - Campaigns can adhere to primary and secondary font usage, graphic device and logo placement. - Campaigns can use colour to complement photography or increase visual interest. - Campaigns may include the alternative use of tertiary colours to help marketing materials stand out (e.g., the use of background screens of tertiary colours on 2017 Brand and Reputation Campaign materials). Photography - Campaigns can allow for alternative use of photography to help communicate complex concepts (e.g., innovation, research, policy, etc.). For example, in the 2017 Brand and Reputation Campaign an everyday object is used as a visual metaphor to demonstrate the positive impact Ryerson researchers are having on society. In this example, the photograph of an object, birthday candles, helps to show the impact of the biomedical research, which is longer and healthier lives. For more examples see pages in the Applications & Inspiration section. Example: Ryerson 2017 Brand and Reputation Campaign You see birthday candles. We re a team of engineers, scientists, clinicians and researchers from Ryerson University and St. Michael s Hospital developing innovative ways to monitor and treat illness and disease. Together, we re creating technologies and health-care solutions that will help people live longer and celebrate more birthdays. Institute for Biomedical Engineering, Science and Technology Professors Sri Krishnan & Michael Kolios Co-Directors and Researchers, Ryerson University Dr. Ori Rotstein Co-Director and Researcher, St. Michael s Hospital We see the future of health care. Key brand elements should be included such as the graphic device, Ryerson logo and brand fonts. Photograph of an object is used as a visual metaphor. Background colour is a 50% opacity of a tertiary palette colour. Note: All major campaigns must be developed in association with University Relations. Get in touch with your faculty s marketing officer or ryersonbrand@ryerson.ca to discuss your campaign needs. Ryerson researchers are transforming lives. See how at ryerson.ca/transform Call to action and website address are placed in lower right corner. 33 Ryerson University Brand Standards Guide

37 Brand Architecture The Ryerson brand architecture defines the visual structure and relationships of entities within the university. This section outlines the brand classifications and provides tools to help you determine how you can strengthen your brand as well as the Ryerson brand. Our goal is to create a clear framework so that all the work we do speaks the same language and allows Ryerson to rise above the noise. Please connect with University Relations to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. 34 Ryerson University Brand Standards Guide

38 Brand Architecture Brand Classifications Ryerson s brand architecture consists of four brand classifications. Each typology has visual guidelines that will help clarify Ryerson s diverse composition. Please connect with University Relations to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. University Brand The university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity. Brand Impression: This is Ryerson University. Examples: Alumni, Human Resources SRC/Academic Brand SRC/Academic brands are parts of the university that are most closely associated with its mission of learning and scholarly, research and creative activity. Brand Impression: This is part of what Ryerson does as a university. Examples: Faculty of Engineering and Architectural Science, School of Fashion Sub-Brand Sub-brands are part of the university, but they revolve around activities beyond its mission of learning and scholarly, research and creative activity. They are managed by university administration. Brand Impression: This is connected to Ryerson, but different than its core learning function. Examples: Ryerson Rams, Ryerson Eats Independent Brand Independent brands are associated with the Ryerson community, but are independently managed by students or other external stakeholders. Brand Impression: This is independent from Ryerson University. Examples: Ram in the Rye, Ryerson Students Union 35 Ryerson University Brand Standards Guide

39 Brand Architecture University Brand Visual Toolkit University branded communications consistently use all elements of the visual toolkit, except the tertiary palette. Examples of University Brands Lock-up System University Brand Lock-up 1. Typography & Type Style Primary Typeface Secondary Typeface 2. Photography Photography Style University brands use the graphic device and photography style exclusively. 3. Colour Primary Palette Secondary Palette Tertiary Palette 4. Graphic Device Use of Graphic Device Available to Use Cannot Use You are where mind & action intersect University brands use the primary and secondary palettes exclusively. Please connect with University Relations to determine where you fit into the brand architecture. Contact with requests. Where you gain exceptional knowledge and invaluable experience to give you the power to achieve. What will you make happen here? University brands use the university typefaces and type style. ryerson.ca/mindaction 36 Ryerson University Brand Standards Guide

40 Brand Architecture Academic/SRC Brand Visual Toolkit Academic/SRC brands have more flexibility of the visual toolkit to differentiate their brand. The following elements are consistently used. Examples of Academic/SRC Brands Lock-up System University Brand Lock-up 1. Typography & Type Style Primary Typeface Secondary Typeface 2. Photography Photography Style 3. Colour Primary Palette Secondary Palette Tertiary Palette 4. Graphic Device Use of Graphic Device Inspiring change in the humanities and social sciences History professor Jean Li is reshaping the way researchers approach archaeology and record historical data. She s using custom-built robots to explore ancient Egyptian burial sites and temples; the data compiled will be used to create 3D reconstructions of the preserved structures. At Ryerson University, time-tested methods in the social sciences and humanities are combined with innovative techniques to advance archaeological research and our understanding of the past. The primary, secondary and tertiary colour palette, and/or the graphic device is used in academic/src Academic/SRC brands maintain consistent use of the university typefaces and type style. Available to Use Cannot Use Please connect with University Relations to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. ryerson.ca/action Academic/SRC brands always use the university brand lock-up system. 37 Ryerson University Brand Standards Guide

41 Brand Architecture Sub-Brand Visual Toolkit Sub-brands live within the university but have distinctly different functions. Generally, they exist outside of the academic body of the institution and are managed by university administration. Their use of the visual toolkit is flexible. Example of Sub-Brands Lock-up System Sub-Brand Lock-up 1. Typography & Type Style Primary Typeface Secondary Typeface 2. Photography Photography Style (optional) 3. Colour Primary Palette Secondary Palette Tertiary Palette 4. Graphic Device Use of Graphic Device Sub-brands maintain consistent use of the university typefaces and type style. Photography style may be independent of the university guidelines. The university photography style, graphics devices and tertiary colour palette are optional elements of a sub-brand s visual language. A sub-brand may develop its own versions of these components. Available to Use Cannot Use Please connect with University Relations to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. Sub-brands always use the sub-brand lock-up system. 38 Ryerson University Brand Standards Guide

42 Brand Architecture Independent Brand Visual Toolkit Independent brands are associated with the Ryerson community, but are independently managed by students or other external stakeholders. These might include certain student groups, community events or companies started at the DMZ. These initiatives are not restricted by the visual toolkit. Examples of Independent Brands Independent brands do not lock-up with the Ryerson logo. Lock-up Type Lock-up with the university logo 1. Typography & Type Style Primary Typeface Secondary Typeface Type style, colour palette and graphic device are independent of the Ryerson guidelines. 2. Photography Photography Style 3. Colour Primary Palette Secondary Palette Tertiary Palette 4. Graphic Device Use of Graphic Device Available to Use Cannot Use Please connect with University Relations to determine where you fit into the brand architecture. Contact with requests. 39 Ryerson University Brand Standards Guide

43 Brand Architecture Visual Toolkit Usage Summary This chart is a summary of how each brand type uses the university visual toolkit. University Brand Academic/SRC Brand Sub-Brand Independent Brand The university brand is the overarching identity of the university. It is the voice used in top-level communications and when the university is speaking as one unified entity. Examples: Alumni, Human Resources SRC/Academic brands are part of the university that are most closely associated with its mission of learning and scholarly, research and creative activity. Examples: Faculty of Engineering and Architectural Science, Department of Chemistry Sub-brands are part of the university, but they revolve around activities beyond its mission of learning and scholarly, research and creative activity. They are managed by university administration. Examples: Ryerson Rams, Ryerson Eats Independent brands are associated with the Ryerson community, but are independently managed by students or other external stakeholders. Examples: Ram in the Rye, Ryerson Students Union University Brand Lock-up No legacy icons Academic/SRC Lock-Up Sub-Brand Lock-Up Does not lock-up with the Ryerson Logo Primary Typeface Secondary Typeface Primary Typeface Secondary Typeface Primary Typeface Secondary Typeface Primary Typeface Secondary Typeface Photography Style Photography Style Photography Style (optional) Photography Style Primary Colour Palette Secondary Colour Palette Tertiary Colour Palette Primary Colour Palette Secondary Colour Palette Tertiary Colour Palette Primary Colour Palette Secondary Colour Palette Tertiary Colour Palette Primary Palette Secondary Palette Tertiary Palette Use of Graphic Device Use of Graphic Device Use of Graphic Device Use of Graphic Device Please connect with University Relations to determine where you fit into the brand architecture. Contact ryersonbrand@ryerson.ca with requests. Available to Use Cannot Use 40 Ryerson University Brand Standards Guide

44 Applications & Inspiration The following pages outline a few completed applications, as well as many other examples of how the brand can be implemented in various contexts. 41 Ryerson University Brand Standards Guide

45 Applications & Inspiration Admissions Handbook Ryerson University Admissions Handbook 2018 This is Ryerson Table of Contents Put your ideas and your education into action at Ryerson. With us, you ll explore innovative ways to create new possibilities. You ll challenge the ordinary and achieve the extraordinary. You ll go beyond what s expected to find new connections and new experiences. And you ll do it all at the heart of one of Canada s most vibrant urban centres. This is Ryerson 2 Learning in action 4 Connecting beyond classrooms 6 An urban community 8 Global connections 10 Student life 11 Athletics and fitness 12 Student support 13 Food for thought 14 Scholarships and awards 15 Costs to consider 16 Start up your future 44 Faculty of Engineering and Architectural Science Aerospace Engineering Architectural Science Biomedical Engineering Chemical Engineering Co-op Civil Engineering Computer Engineering Electrical Engineering Industrial Engineering Mechanical Engineering Undeclared Engineering 18 Faculty of Arts 19 Arts and Contemporary Studies 19 Criminology 19 English 21 Environment and Urban Sustainability 21 Geographic Analysis 21 History 21 International Economics and Finance 22 Language and Intercultural Relations 22 Philosophy 23 Politics and Governance 23 Psychology 24 Public Administration and Governance 25 Sociology 25 Undeclared Arts 50 Faculty of Science Biology Biomedical Science Chemistry Computer Science Financial Mathematics Mathematics and its Applications 55 Medical Physics 55 Undeclared Science 26 Faculty of Communication & Design 36 Faculty of Community Services 27 Creative Industries 27 Fashion Communication 27 Fashion Design 28 Graphic Communications Management 28 Image Arts: Film Studies 29 Image Arts: Photography Studies 30 Interior Design 31 Journalism 31 Media Production 31 New Media 32 Performance Acting 32 Performance Dance 32 Performance Production 34 Professional Communication 35 Sport Media Child and Youth Care Disability Studies Early Childhood Studies Midwifery Nursing Nursing Post-Diploma Nutrition and Food Occupational Health and Safety 41 Public Health and Safety 42 Social Work 43 Urban and Regional Planning 56 Ted Rogers School of Management 62 Admission Requirements 57 Accounting & Finance 57 Business Management 58 Business Technology Management 59 Health Information Management 59 Health Services Management 61 Hospitality and Tourism Management 61 Retail Management 76 Visit us LIFE ON CAMPUS 74 Ryerson campus map LIFE ON CAMPUS Student life earning Centre (SLC) Admissions Handbook 2018 Toronto, Canada Make your university experience the best it can be. Ryerson s student life programs offer social engagement and a sense of belonging beyond the classroom. Join one of Ryerson s many student groups, or check out exhibitions and performances by other Ryerson students. And if you enjoy live music, want to catch a game or need some downtime with friends, stop by the student-run Ram in the Rye pub. Ryerson s Passport Program can help you make the most of your university experience. Through this platform you can find the right opportunities for involvement, stay informed of upcoming events, organize and promote co-curricular activities, and receive recognition for your participation in campus life through the Ryerson Lead Blue & Gold program. Join the Ryerson Ramily and plug into the energy of student life. This image studentlife.ryerson.ca Sheldon Levy (centre), president and vice-chancellor, cheers on the Rams with Ryerson students. Athletics and fitness The Mattamy Athletic Centre (MAC), home to the Ryerson Rams, is a world-class fitness and recreation facility. Here, you can support Ryerson s nationallyranked teams in basketball, volleyball and hockey. Other Rams teams include soccer, baseball, wrestling and badminton. Or, meet up with friends and take part in our popular intramural programs such as soccer, basketball or dodgeball. Stay fit through individual training or group instruction in fitness, sports and dance at the MAC or Recreation & Athletics Centre (RAC). ryersonrams.ca FREE 6 admission to Rams home games student-run, year-end shows covering fashion, photography and interior design 10 Admissions Handbook Ryerson University Brand Standards Guide 3 student residences and 1 in the works Ryerson theatre productions per year 15+ student groups Ryerson Image Centre (RIC) exhibitions per year 8 teams participate in Canadian Interuniversity Sport (CIS) 7 teams participate in Ontario University Athletics (OUA) 1 six-lane swimming pool BLADE Skating Treadmill clubs from cheerleading to dragon boat intramural leagues weekly fitness classes Admissions Handbook

46 Applications & Inspiration Campus Store Bag 43 Ryerson University Brand Standards Guide

47 ryerson.ca/graduate Applications & Inspiration Academic/SRC Brand Daphne Cockwell School of Nursing Leadership, knowledge and compassion in a dynamic world ryerson.ca/nursing Secret marathon meets social change Master of Digital Media student Kate McKenzie is documenting her first marathon in Afghanistan. Inspired by the brave female runners who must train secretly, Kate is using the film to change the narrative about a country known mainly for war. How will graduate education transform you? ryerson.ca/graduate 44 Ryerson University Brand Standards Guide

48 Applications & Inspiration Sub-Brand Zone Learning Empowering energy entrepreneurs ryerson.ca/cue 45 Ryerson University Brand Standards Guide

49 Applications & Inspiration Social Media 46 Ryerson University Brand Standards Guide

50 Applications & Inspiration Online Advertising Reshape our world by doing work that matters Reshape our world by doing work that matters Choose Ryerson Choose Ryerson 47 Ryerson University Brand Standards Guide

51 Applications & Inspiration Publication Ryerson Sustainability Yearbook Research Along with curriculum, research is a core part of the university s mission and has the potential to address unmet sustainability-related challenges on and beyond campus. Here are just a few examples of the fantastic sustainability-related research happening at Ryerson: Replacing car trips with cycling trips A joint study by Ryerson's Transportation and Land Use Research (TransForm) Laboratory and the Toronto Centre for Active Transportation found that residents in the Greater Toronto and Hamilton Area (GTHA) take more than four million motor vehicle trips daily, which have a high potential to be shifted to bicycle trips With clean energy being produced more readily, the possibility of creating grid-scale solutions to produce, store and deliver this energy to consumers could be a notso-distant reality. Bala Venkatesh, academic director of Ryerson's Centre for Urban Energy (CUE), has harnessed the desire to advance clean energy to create a vital new network supported by a $5 million partnership grant from the Natural Sciences and Engineering Research Council of Canada (NSERC). The NSERC Energy Storage Technology (NEST) Network aims to drive innovation of energy storage for renewables in Canada. The NEST Network will develop, test and ultimately commercialize new technologies such as lithium-ion batteries, flywheels, compressed air energy storage, thermal storage and other hybrid energy storage models. Academics Curriculum Sustainable undergraduate course offerings As a society, our understanding of sustainability has started to shift from simply doing less harm, toward developing a better world. Accordingly, there is growing recognition of the huge opportunity academic institutions have to equip students with the skills and knowledge required to solve today s most pressing environmental, social and economic challenges. Ryerson is empowering students with sustainability literacy relevant to their field of study by offering more than 340 undergraduate courses focused on or related to environmental and/or social sustainability. Offered across all six faculties, our courses, from disability issues to sustainable energy technologies, provide all students with opportunities to learn about sustainability % FoS 7% FCAD 46% FoA 10% FEAS focused on sustainability 11% TRSM Impacts of road salt on aquatic life 21% FCS related to sustainability In Spring 2016, Ryerson University celebrated the first graduating class from the Environment and Urban Sustainability, BA (Honours) program! 340 undergraduate courses focused on or related to environmental and/or social sustainability. 2 RYERSON UNIVERSITY The future of renewable energy storage The popularity of cycling in downtown Toronto is growing exponentially, but our findings indicate there are critical opportunities to improve both policy and practice to support cycling across the entire GTHA. Raktim Mitra Professor, School of Urban and Regional Planning Recreating sunlight with LEDs Two Ryerson professors, Claire Oswald of the Geography and Environmental Studies Department and Lynda McCarthy of the Chemistry and Biology Department, are examining how the seasonal application of chloride salts to roads in Ontario, and their consequent runoff into groundwater and streams, is impacting water quality and the abundance and diversity of aquatic organisms. As expected, the greater the urbanization and road density within a watershed, the higher the chloride concentrations measured in local streams and shallow groundwater.* Bryan Koivisto, a professor in the Chemistry and Biology Department, ran into an obstacle while designing next-generation photovoltaic technologies: How can we test these technologies against degradation caused by the sun s rays? Next-generation photovoltaics utilize a transparent, thin film with a light-absorbing dye to harness the energy of the sun. Koivisto is currently researching the lifespan of these dyes against sustained exposure to the sun in order to create more stable dyes. Since this research needed constant sunlight, the solution was to create a new solar-simulating light source based on LED technology.* * These articles originally appeared in INNOVATION, Ryerson University's research and innovation newsletter, in Issue 25 and Issue 20, respectively SUSTAINABILITY YEARBOOK 3 Grounds Buildings Ryerson University is located in the heart of downtown Toronto where space is at a premium. Despite this, Ryerson has expanded its green space without taking up any more room on the ground. How so? By looking to the skies. In February 2015, the doors opened to Ryerson s Student Learning Centre (SLC). In line with Ryerson s commitment to sustainability, the innovative SLC building received LEED Gold certification from the Canada Green Building Council. The certification recognizes the superior environmental functions relating to water efficiency, energy and atmosphere, materials and resources, indoor environmental quality, innovation and design. Waste At Ryerson, carbon dioxide equivalent emissions from waste make up a small portion of our total carbon footprint, but nevertheless, we feel it s important to improve our collective waste behaviours. In addition to emissions, waste in landfills can cause contamination of soil and water as toxins accumulate and leach into the ground. Ryerson has numerous recycling programs that help divert materials from the landfill including: In 2015, Ryerson diverted more than Academics Operations Engagement 700 tonnes 2250 m3 from landfills, equal to approximately of space Microbe Hub, a social enterprise out of Ryerson s Social Ventures Zone, collects organic waste from the Faculty of Arts and transports it to a lab for vermi-composting. In this process, worms eat the organic material and create castings, a nutrient-rich soil amendment Ryerson University Brand Standards Guide Batteries E-waste Scrap metal Shredding Ink and toner cartridges Corrugated cardboard Hazardous materials Office and common space recycling Compact fluorescent tubes Pens/markers/ writing instruments Textbooks Organic materials Sustainability Matters started a waste monitoring program where trained student volunteers stood beside Service Hub bins and helped educate the community on where to place different waste items. Fun fact: Did you know that disposable coffee cups can be recycled through Ryerson s plastic/glass/ metal stream? RYERSON UNIVERSITY Ryerson Urban Farm Ryerson is home to a quarter-acre rooftop farm. The Andrew and Valerie Pringle Environmental Green Roof is located atop the George Vari Engineering and Computing Centre. Originally built in 2004, the roof was converted into a food-producing pesticide-free and ecological rooftop farm. The project was completed in 2013 by Ryerson Urban Farm, a group which grew out of a student-led initiative to grow fresh food on campus. The results of the 2016 growing season were even better than those of the first two harvests. The farm produced more than 4,500 kilograms of food (up from 3,650 kilograms in 2015 and 2,350 in 2014) and hosted more than 1,200 visitors, for a total of more than 2,000 since the farm s creation. This engagement is facilitated via tours, workshops and volunteer events targeting Ryerson and the broader Toronto community. 4,500kg ,650kg ,350kg SUSTAINABILITY YEARBOOK The food produced on the farm is distributed mainly through: a Community Supported Agriculture (CSA) program, Ryerson Food Services, and the Ryerson Farmers' Market. Among its many sustainabilty features, the SLC has blinds that rise and lower automatically to prevent heat buildup and improve natural lighting, as well as two green roofs. Ryerson is building a second rooftop farm at the new Daphne Cockwell Health Sciences Complex at 288 Church St. scheduled to open in This rooftop farm will have additional space for gatherings, helping to facilitate more educational opportunities for Ryerson and Toronto community members. Fun fact: Ryerson is committed to receiving, at a minimum, LEED Silver certification for all new construction and major building renovations. 7

52 Applications & Inspiration Victoria Laneway Posters Indigenizing fashion Riley Kucheran wants to Indigenize the fashion industry. For his Communication and Culture PhD dissertation, the Two-Spirited Ojibway graduate student is exploring clothing and cultural assimilation in Indian Residential Schools, and will launch the Canadian Council of Aboriginal Design to support Indigenous artists. With research that breaks boundaries and blends fashion, history and zone learning, Riley says a project like mine couldn t happen anywhere else. How will you create change in the world? The knowledge, understanding and critical thinking made possible through the humanities and social sciences are helping us build the kind of Canada we need for the next 150 years. Dr. Mohamed Lachemi, P.Eng., FCAE, FCSCE President and Vice-Chancellor, Ryerson University Ryerson presents KAIROS Blanket Exercise Monday and Tuesday, May :30 p.m. Student Campus Centre Tecumseh Auditorium 55 Gould Street ryerson.ca/graduate From May 27 to June 2, Ryerson will host some of Canada s most prominent thinkers at the 86th annual Congress of the Humanities and Social Sciences: congress2017.ca 49 Ryerson University Brand Standards Guide

53 Applications & Inspiration Magazine Advertising Make adventure a priority in 2018 Ideas meet impact at Ryerson At Ryerson, we re dedicated to creating a culture of action. What you learn in our classrooms is enhanced by real-world experience: valuable internships and co-ops; opportunities to engage with cutting-edge faculty; and support to develop your own social venture or business start-up. Our students create the impact they want to see in the world. What will you make happen here? Go somewhere you ve never been with like-minded travel companions and trip leaders who will look after every last detail. Contact Jennifer at , ext. 7864, to find out where your fellow alumni are headed in ryerson.ca Toronto, Canada ryerson.ca/alumni 50 Ryerson University Brand Standards Guide

54 Applications & Inspiration Reputation Campaign Advertising Print You see a globe. You see birthday candles. To you, it s art. We re a team of engineers, scientists, clinicians and researchers from Ryerson University and St. Michael s Hospital developing innovative ways to monitor and treat illness and disease. Together, we re creating technologies and health-care solutions that will help people live longer and celebrate more birthdays. Institute for Biomedical Engineering, Science and Technology Professors Sri Krishnan & Michael Kolios Co-Directors and Researchers, Ryerson University Dr. Ori Rotstein Co-Director and Researcher, St. Michael s Hospital We see the future of health care. I work to change the way people think about disability by challenging the way art is typically created and experienced. More people can live vital, fulfilled lives when they have access to creating, experiencing and being represented in art. Eliza Chandler Assistant Professor, School of Disability Studies Co-Director of Bodies in Translation: Activist Art, Technology, and Access to Life To me, it s art changing perceptions. Sculpture by Persimmon Blackbridge Ryerson researchers are transforming lives. See how at ryerson.ca/transform Ryerson researchers are transforming lives. See how at ryerson.ca/transform You see a laptop. You see clean laundry. Giving newcomers more of the support they need is fundamental to the research my colleagues and I are doing. Immigrants not only need to settle into their new life, but also grow, flourish and become engaged and contributing members of the country they now call home. We see a bright future for Canada. Usha George Professor, Social Work Director, Ryerson Centre for Immigration and Settlement Ryerson researchers are transforming lives. See how at ryerson.ca/transform I help large organizations in business and the public sector break down the barriers that prevent them from adopting new technologies so they can create more efficient and cost-effective operations. Ojelanki Ngwenyama Professor, Global Management Director, Institute for Innovation and Technology Management I see improved efficiency. Ryerson researchers are transforming lives. See how at ryerson.ca/transform With 82 per cent of Canadians living in metropolitan areas, providing them with reliable energy is increasingly complex. My research into large-scale renewable energy and storage technologies ensures people in dense urban areas have electricity when they need it load after load. Bala Venkatesh Professor, Electrical and Computer Engineering Academic Director, Centre for Urban Energy I see the future of clean energy. Ryerson researchers are transforming lives. See how at ryerson.ca/transform 51 Ryerson University Brand Standards Guide

55 Applications & Inspiration Reputation Campaign Advertising Digital You see birthday candles. You see birthday candles. Ryerson research is transforming lives. Ryerson research is transforming lives. We see the future of healthcare. hcare. See how You see clean laundry. We see the future of clean energy. Ryerson research is transforming lives. See how 52 Ryerson University Brand Standards Guide

56 Appendix 53 Ryerson University Brand Standards Guide

57 Appendix Brand Platform The brand platform is designed as a tool and reference for Ryerson s internal communicators to guide and inspire the creation of external messaging. It is made up of the Big Idea, our Mission, Vision, Values, Brand Differentiators, Tone & Personality and Brand Story. 54 Ryerson University Brand Standards Guide

58 Appendix Brand Platform Big Idea The university s Big Idea unifies all the elements of the brand platform. It must resonate with our audiences and should be top of mind when anyone thinks of Ryerson University. It is true to Ryerson s past and present and is something that will continue to define the university in the future. The Intersection of Mind & Action. 55 Ryerson University Brand Standards Guide

59 Appendix Brand Platform Mission & Vision Ryerson University's mission defines why we exist. It is our ambition and calling the reason we get out of bed every morning. Our vision states the next big goal we are collectively working towards in service of our mission. Brand Mission Ryerson University can be found at the intersection of mind and action, equipping its students with the knowledge and experiences that empower them to positively and meaningfully transform themselves, their culture, the economy and society. Brand Vision To be Canada s leading university and hub for inventive and purposeful thinkers and creators. 56 Ryerson University Brand Standards Guide

60 Appendix Brand Platform Values Our values are what we care most deeply about. They are the principles that define our behaviour and in which we strive for excellence. Diversity We value an environment where diversity thrives. Our exceptional number of perspectives, ideas and approaches drive our innovation. Inventiveness We value creative and original thought in all our endeavours. Our inventiveness increasingly defines us. Resourcefulness We value making things happen. Our grit, pragmatism and desire to create manifests in a culture of action. Relevance We value relevance. From our mission to our programs, we are designed to respond to society s needs. Courage We value the courage required to challenge convention. We are not here to maintain the status quo. Openness We value openness to new concepts, points-of-view and society. Our ability to stay open is what keeps us moving forward. 57 Ryerson University Brand Standards Guide

61 Appendix Brand Platform Differentiators These are the things that we offer our audiences that make us special and different. They are Ryerson's enduring characteristics and the frame through which our stories are told. We Are Enterprising At Ryerson, we get things done. We have the smarts, expertise and drive to improve ourselves and our surroundings. We Are City Builders We shape our learning environments to maximize connections, partnerships and creativity. We are building not only a great urban university, but also a great city. We Are Connected by Diversity Ryerson thrives because of its diversity of cultures, perspectives and programs. Together, our diversity makes us more connected, global and able to solve complex challenges. We Are Creators At Ryerson we create new knowledge, approaches, ventures and cultural works. We believe the best way to challenge convention is to create new possibilities. We Stay Relevant Ryerson s mission has always been rooted in responding to society s needs. Our programs continually evolve to equip students with the knowledge and experiences to contribute, lead and adapt. 58 Ryerson University Brand Standards Guide

62 Appendix Brand Platform Tone & Personality Tone is the attitude we apply to the themes and ideas we talk about it s how we say what we say. Optimistic We focus on opportunities instead of dwelling on challenges. We believe in the future because we are the ones who will create it. Grounded Our intellect and optimism are grounded in skill and creation. We are smart but not stuffy. Progressive We champion change and innovation. Our youthful nature keeps us curious and unjaded. We will always ask Why? and What if? Inclusive We are strongest when we include everyone. Our diverse makeup drives us to be well-balanced and considerate. Daring We are not afraid to boldly challenge convention. Our audacity is thoughtful and with purpose. Scholarly We are students, always looking to learn. We create experiences that challenge the mind and encourage action. 59 Ryerson University Brand Standards Guide

63 Appendix Brand Platform Brand Story Our Brand Story brings all of the elements of the platform together into a single narrative that speaks to the core of the Ryerson Brand. This story is not what we tell our audiences, instead it's what they will come to believe about Ryerson University based on all of the signals that our brand sends out. Ryerson University is a leading comprehensive innovation university integrated into Toronto s diverse urban core. At the intersection of mind and action, we ve built a home and a hub for inventive and purposeful thinkers and creators all working to positively transform themselves, their culture, the economy and society. 60 Ryerson University Brand Standards Guide

64 Appendix Photography & Image Usage Rights Usage Before starting a project, it is important to clarify how your images will be used. There are two primary categories to be used for image licensing. Project Specific This licensing agreement means that the photographs purchased can only be used for a specific project (e.g., a photograph for a poster). Multiple Use This licensing agreement means that the final photographs purchased can be used on more than one application (e.g., mobile, social media, web). Project Specific The Chang School s convenient scheduling and fast-track courses fit my needs better than others. Fabienne Chan Stand out from the crowd Multiple Use Social Fabienne completed a Certificate in Data Analytics, Big Data, and Predictive Analytics. She is now confident in using big data to make better, more informed decisions in urban planning. ryerson.ca/ce Poster Web 61 Ryerson University Brand Standards Guide

65 Appendix Photography & Image Usage Rights Images Before you begin a project it s important to let your photographer know your photography needs, including how many images you d like to receive. Selected Images You may choose to purchase a selected number of photographs from the photoshoot. For example if your photographer shoots 100 photographs, you may agree to purchase only 30. All Images Another option is to purchase all photos from the photoshoot. For example, if your photographer shoots 100 photos, you would receive all 100 photos. 62 Ryerson University Brand Standards Guide

66 Appendix Photography & Image Usage Rights Terms It is important to discuss image ownership with your photographer before signing a contract. One way to think of photography terms is to clarify whether you want to rent the images or buy them outright. This distinction can help greatly in keeping a project within budget. There are two terms you can choose from. Fixed Term With a fixed term you can use the photographs for a specific length of time (e.g., one to two years), or one time only. For example, if you have an event or campaign that is more limited in scope you may only need one time usage. Buyout A buyout gives you full copyright ownership of all photographic images. These images can be used in perpetuity. Contract The submitted estimate by the photographer must include your agreed upon terms of use. Any updates or changes made to the terms must be amended in the estimate and sent back for client approval. Note: University Relations is always available to help with your photography needs, whether working with us directly from concept to execution or just for consultation. Contact jmcinerney@ryerson.ca to discuss your photography needs. 63 Ryerson University Brand Standards Guide