VISUAL STANDARDS M ANUAL

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1 VISUAL STANDARDS M ANUAL

2 introduction A well-respected presence in the city of Chicago, The John Marshall Law School has demonstrated an unfailing commitment not only to its own students, but also to the larger Chicago community. The way in which we represent John Marshall in all communications is an excellent opportunity for us to express our longstanding history to a wide variety of internal and external audiences, including prospective and current students, alumni, parents, higher education administrators and opinion leaders, and the greater legal community. Contents Introduction 1 Using this manual 1 Elements of the visual identity 2 Graphic element, wordmark, logomark, tagline, signature (Figures 1a 1g) Guidelines for using the visual identity 4 Placement and proportions (Figures 2a 2b) John Marshall signature (Figure 2c) various forms of the visual identity (Figures 3a 3c) 5 Attaching secondary identifiers (Figures 3d 3e) Support elements for the visual identity 6 Typeface and point size (Figure 4a) Color palette (Figures 5a 5e) Secondary color palette (Figure 5f) unacceptable uses of the identity (Figures 6a 6f) 8 suggested applications for the visual identity 9 Ad templates (Figures 7a-7d) Letterhead (Figure 8a) 10 Specialty applications (Figure 8b) 11 digital art and Glossary of file names 12 Acquiring camera-ready art and electronic files TIFFs, GIFs and other electronic formats John Marshall Style Guide 13 Our visual identity effectively communicates what John Marshall students and faculty, as well as citizens of Chicago, have long known: The John Marshall Law School is at work in Chicago. Within this manual, you will find guidelines for using the visual identity, helpful information for planning and preparing law school-related materials, and directions for acquiring electronic and camera-ready identity art. Using the visual identity standards and design suggestions found in this manual will help us present a consistent and compelling communication style and format. Working together, we can promote the identity and visibility of The John Marshall Law School to the widest possible audience. Patricia Mell Dean USING THIS MANUAL This manual contains specific guidelines and examples for creating and designing high-quality messages on behalf of The John Marshall Law School that conform to the law school s approved logomark usage and style preferences. These guidelines are easy to follow and will help make your communication efforts easy, attractive and effective. IN THIS MANUAL, YOU WILL FIND: An explanation of the elements of the official John Marshall visual identity Guidelines for the use of these elements Guidelines for the use of additional support elements Suggestions for applications of the visual identity Additional manuals are available from the Office of Institutional Affairs. If you would like to order additional copies, or if you have any questions regarding use of the visual identity or the development of your communications, please contact the Office of Institutional Affairs at

3 elements of the visual identity The complete form of The John Marshall Law School s visual identity (Figure 1a) consists of several different elements, described below. The identity was created to express the law school s commitment to both excellence and accessibility. Note: Because the elements of the John Marshall identity have been carefully crafted, only camera-ready artwork or electronic files of the identity should be used, unless otherwise indicated. Any attempt to recreate the art, letter forms, spacing or styling of the identity in desktop publishing will result in inconsistencies that will compromise the integrity of the identity. GRAPHIC ELEMENT ( LOGO) The John Marshall graphic element is a red square featuring a stylized illustration of a three-column structure (Figure 1b). The subject of the illustration is traditional (with a weighty, judicial feel), but it is rendered in a contemporary fashion. The combination of these effects simultaneously communicates the law school s long history and its relevance in present-day society. The red color behind the illustration suggests immediacy and importance. When used alone, this graphic should only be reproduced in red never in black. (For color usage, see page 7.) Figure 1a Figure 1b Figure 1c TAGLINE The John Marshall tagline At Work In Chicago (Figure 1f) evokes the commitment both to disciplined work and study and to community activism for which John Marshall is known. In a succinct phrase it captures the ideals upon which the law school was founded and the high principles that it continues to uphold as an urban law school. The tagline is set in all caps of the font Trajan, in a smaller point size than the wordmark. At Work In Chicago should always appear with the wordmark or logomark (except when the wordmark is used in conjunction with the Centers for Excellence or other law school entities), and it should always be divided by a vertical line. The phrase should never appear outside the context of the wordmark. Figure 1f Generally, the graphic element will appear as part of the logomark (defined below), but it may be used as a large-scale graphic in limited instances. In these instances, the large-scale graphic should be placed at a size proportionally equal to at least one-half of the space it is placed upon. WORDMARK The wordmark (the rendering of the law school s name in our distinctive typeface) may be presented as stacked in two lines (Figure 1c) or in a single horizontal line (Figure 1d). The wordmark is set in a large and small caps version of the serif typeface Trajan, which offers immediate legibility while conveying a sense of dignity and strength. The even manipulation of letter spacing in both the wordmark and tagline indicates stability and strength, while the fluid style of the typeface conveys flexibility and growth. LOGOMARK The wordmark used in conjunction with the graphic element comprises the logomark. The graphic element should always appear centered above the wordmark (Figure 1e). Figure 1d Figure 1e SIGNATURE The John Marshall signature (Figure 1g) consists of the logomark (the tagline is optional) combined with the law school s postal address, phone and fax numbers, and Web site URL. The signature may be applied to either the two-line or one-line form of the visual identity. Figure 1g 2 3

4 Guidelines for using the visual identity various forms of the visual identity PLACEMENT AND PROPORTIONS Figure 2a represents the proper spacing and positioning of the John Marshall visual identity in its approved form. To ensure the legibility of the identity, designs should leave a space equivalent to, or greater than, the cap height of the J in John around the identity. This active area around the identity should remain free of other visual elements or page trim. USE OF THE ONE- LINE Figure 2a At right are acceptable representations of the John Marshall identity and suggestions for their appropriate use. Figure 3a: Logomark Figure 3b: Logomark with tagline The logomark with tagline, as shown at right, is the most commonly used form of the identity and is appropriate for most design purposes. Figure 3a Figure 3b AND TWO- LINE VERSIONS Both the stacked (two-line) version and the one-line version of the visual identity are acceptable. The use of one rather than the other will depend on context and available space. The one-line version, for example, is best suited for applications with ample space, because at reduced sizes the tagline can lose legibility. The minimum usage size for the one-line version is 3.125" in width; at this size, the tagline is set in Trajan 5.5 point, all caps (Figure 2b). The minimum usage size for the two-line version is 1.75" in width; at this size, the tagline is set in Trajan 5.5 point, all caps. JOHN MARSHALL SIGNATURE When printing the John Marshall signature, it is best to use supplied art. The signature should not be used at a size smaller than 1.75" in width (Figure 2c). In some cases, it may be necessary to typeset new information. At the minimum usage size, the type specifications are 7 point Galliard Roman, U&lc, over 8.5 leading and centered alignment. Web site URLs are set in Galliard Italic. The space between the tagline and the top of the address is equal to the space between the bottom of the graphic element and the top of the small caps of the wordmark (x). Figure 2b Figure 2c Figure 3c: Reverse of the visual identity The visual identity may be reversed, but must be maintained in the forms described on page 7. Designers should take care that any reverse of the logomark or wordmark offers a high contrast for maximum legibility. Dark inks on light papers offer the best effect. ATTACHING SECONDARY IDENTIFIERS Typographic representation of the Centers for Excellence and other entities within John Marshall may be used in conjunction with the official John Marshall visual identity. Appropriate spacing and sizing must be used when the John Marshall logomark appears with that of other centers, schools or institutes (Figure 3d). At the wordmark s minimum size of 1.75" in width, the type specifications for the name of the Center (or other entity) are 9 point Galliard, all caps and center-aligned over 9.5 point leading. A double rule line separates the wordmark and the Center or entity name. This graphic is equally spaced between these two elements. The space above and below the rule is equal to the height of the characters of the Center (or other entity) name (x). Each line is at least one-half point thick, and its length is equal to the length of the word John (y). Figure 3c Figure 3d Figure 3e CENTER FOR INTELLECTUAL PROPERTY LAW Y Y CENTER FOR INTELLECTUAL PROPERTY LAW 4 Use of this signature form at sizes larger than what is represented here should be proportionate to this example. A sample application of the address, phone and Web information is illustrated at right (Figure 3e). The space separating the Center or entity name and the address information is equal to x. Type specifications for this information are identical to that of the address information in the official John Marshall signature (see page 4). Note: The John Marshall tagline does not accompany the wordmark within this signature in any way. Use of this signature form at sizes larger than what is represented here should be proportionate to this example. 5

5 support elements for the visual identity TYPEFACE AND POINT SIZE Using the John Marshall visual identity in a consistent and appropriate manner is one way of enhancing the image of the law school; implementing consistent style choices is another, particularly in regard to typography. Typography is a major influence in promoting the identity s visual continuity. When selecting a typeface for headlines and subheads, Trajan is the preferred font. When using Trajan, headlines should appear in 9 point or larger. Subheads should appear in 8-10 point. Headlines may also appear in Galliard, all caps or U&lc when they immediately precede text. When using Galliard, headlines should appear in 9 point or larger. Subheads should appear in 8-10 point. Galliard is the preferred font for body copy and captions. Body copy should appear in no less than 8 point. Captions and cutlines should appear in no less than 8 point italic. Figure 4a Trajan Trajan Bold Galliard ABCDEFGHIJKLMNOPQRSTUVWYZ Galliard Italic ABCDEFGHIJKLMNOPQRSTUVWYZ Galliard Bold ABCDEFGHIJKLMNOPQRSTUVWYZ Galliard Bold Italic ABCDEFGHIJKLMNOPQRSTUVWYZ COLOR PALETTE Colors that make up the official John Marshall palette, shown in Figure 5a, are Pantone 200, black and, in some limited uses, Pantone Cool Gray 5 (or, in fourcolor process printing, 20 percent black). The PMS Cool Gray 5 color is meant as a secondary support color for use in backgrounds or rule lines. Reproducing any part of the visual identity in this color is not recommended. Suggestions for the appearance of the visual identity in printed materials: If possible, the graphic element should be printed in PMS 200 (red), and the wordmark and tagline should appear in black in 100 percent coverage (Figure 5b). For one-color applications, the logomark may also appear entirely in black (Figure 5c). In one-color reverse applications, the logomark should reverse to white (Figure 5d). Figure 5a Figure 5b Figure 5c PMS 200 PMS Cool Grey 5 Black 20% Black PMS 200 (Red) Figure 4a: Examples of typography In two-color reverse applications, the wordmark and tagline should reverse to white, with the graphic element reversed to red (Pantone 200). (Figure 5e) In four-color process printing, the graphic element may be built from the following process color percentages: 0 percent cyan, 100 percent magenta, 65 percent yellow and 15 percent black. The wordmark and the tagline should be printed as 100 percent black. Figure 5d SECONDARY COLOR PALETTE The colors shown at right may also be used as complementary accents in concert with the official John Marshall color palette. This secondary palette consists of Pantone 130 and Pantone 534 (Figure 5f). In four-color process printing, building these colors from CMYK is permissible. Figure 5e (Note: Reproducing any part of the visual identity in a color not specified in this manual is prohibited.) Figure 5f PANTONE IS A REGISTERED TRADEMARK OF PANTONE, INC. THE COLORS SHOWN IN THIS MANUAL ARE NOT INTENDED TO MATCH THE COLOR STANDARDS. 6 PMS 130 PMS 534 7

u n a cc e p ta b l e u s e s of t h e v i s ua l i de n t i t y When creating communication materials in desktop publishing, users should not rescan visual identity art from their printouts or other

If you need to resize an EPS or TIFF file of the identity, do not stretch or disproportionately adjust the file art.

125" x 9" two-column verticle ad Figure 6c CURIOSITY WORK AT Figure 7a CURIOSITY WORK AT The John Marshall Law School taught me to apply my scientific curiosity to the frontiers of modern law.

6 u n a cc e p ta b l e u s e s of t h e v i s ua l i de n t i t y When creating communication materials in desktop publishing, users should not rescan visual identity art from their printouts or other John Marshall publications. Only the EPS and TIFF files and camera-ready art available from the Office of Institutional Affairs should be used. If you need to resize an EPS or TIFF file of the identity, do not stretch or disproportionately adjust the file art. Figure 6a When represented in two-color, the graphic element of the visual identity should not be any color other than Pantone 200 or black. s u g g e s t e d a p p l i c at i o n s f or t h e v i s u a l i d e n t i t y Figure 6d The wordmark and tagline should not appear in any color but black or white. The linear portion of the graphic element should not appear in any color other than that specified on page 7 of this guide. Figure 7a 3.5" x 4.6" small-space ad Figure 7b 4.125" x 9" two-column verticle ad Figure 6c CURIOSITY WORK AT Figure 7a CURIOSITY WORK AT The John Marshall Law School taught me to apply my scientific curiosity to the frontiers of modern law. Figure 6b After earning a Ph.D. in biochemistry and completing postdoctoral studies at Harvard Medical School, Di Jiang decided to pursue another interest: law. At John Marshall, she discovered the power of her diverse interests and developed essential writing skills. Now an Figure 7c 7" x 10" single-page ad ph fax Figure 7d 2" x 9.8" one-column, small-space ad After earning a Ph.D. in biochemistry and completing postdoctoral studies at Harvard Medical School, Di Jiang decided to pursue another interest: law. At John Marshall, she discovered the power of her diverse interests and developed essential writing skills. Now an intellectual property attorney, Dr. Jiang still depends on inquiry and innovation, but discovery has taken on a whole new meaning. For more information about John Marshall s J.D. and LL.M. programs, visit Figure 7d Figure 7c Figure 6d CURIOSITY AT WORK Figure 6e The John Marshall Law School taught me to apply my scientific curiosity to the frontiers of modern law. After earning a Ph.D. in biochemistry and completing postdoctoral studies at Harvard Medical School, Di Jiang decided to pursue another interest: law. At John Marshall, she discovered the power of her diverse interests and developed essential writing skills. Now an intellectual property attorney, Dr. Jiang still depends on inquiry and innovation, but discovery has taken on a whole new meaning. Figure 6f For more information about John Marshall s J.D. and LL.M. programs, visit CURIOSITY WORK AT The John Marshall Law School taught me to apply my scientific curiosity to the frontiers of modern law. After earning a Ph.D. in biochemistry and completing postdoctoral studies at Harvard Medical School, Di Jiang decided to pursue another interest: law. At John Marshall, she discovered the power of her diverse interests and developed essential writing skills. Now an intellectual property attorney, Dr. Jiang still depends on inquiry and innovation, but discovery has taken on a whole new meaning. For more information about John Marshall s J.D. and LL.M. programs, visit ph fax 8 The John Marshall Law School taught me to apply my scientific curiosity to the frontiers of modern law ph fax Figure 6e The visual identity should not be stretched or distorted in any way. Figure 6f To reverse out of a photo or illustration, the area chosen for the reverse should be as dark and solid as possible, avoiding patterns that could make reading difficult. When creating advertisments for The John Marshall Law School, application of the identity standards in their proper form is essential in maintaining a coherent representation of the law school. Shown on this page are multiple ad formats as examples of how to apply the identity specifications outlined in this guide. Figure 6b The complete visual identity should never appear at less than 1.75" in width. Figure 6c The elements of the visual identity should not be reordered in any manner. Figure 7b A D T E M P L AT E S Figure 6a Note: These examples are for illustration purposes only and should not be reproduced at this size. Please note how the logomark becomes distorted and illegible when reproduced at a size smaller than 1.75" ph fax 9

s u g g e s t e d a p p l i c at i o n s f or t h e v i s u a l i d e n t i t y S P E C I A LT Y A P P L I C AT I O N S S TAT I O N E R Y We encourage the entire John

Shown here are suggestions for using the identity and guidelines for its use.

Departmental stationery Figure 8c Business card Figure 8d #10 envelope Figure 8e Departmental 9 x 12 envelope 312.987.2393 ph 312.427.7965 fax 6mcnamar@jmls.

7 s u g g e s t e d a p p l i c at i o n s f or t h e v i s u a l i d e n t i t y S P E C I A LT Y A P P L I C AT I O N S S TAT I O N E R Y We encourage the entire John Marshall community, including the Centers and other entities within the law school, to incorporate the visual identity into their communication designs. Shown here are suggestions for using the identity and guidelines for its use. Figure 8b Figure 9a Interior train card DIVISION OF INSTITUTIONAL AFFAIRS Figure 8a Figure 9b Bus shelter poster Figure 9c Billboard Figure 8a General stationery Figure 8b Departmental stationery Figure 8c Business card Figure 8d #10 envelope Figure 8e Departmental 9 x 12 envelope ph fax 6mcnamar@jmls.edu Figure 8c DIVISION OF INSTITUTIONAL AFFAIRS ph fax John M. McNamara Assistant Dean for Institutional Affairs Figure 9a Figure 9b ph fax DIVISION OF INSTITUTIONAL AFFAIRS AT WORK IN CHICAGO Chicago, Illinois Figure 9c Figure 8d Figure 8e 10 11

8 digital art and Glossary of File Names ACQUIRING CAMERA- READY ART AND ELECTRONIC Please contact the Office of Institutional Affairs at to receive camera-ready artwork or EPS and TIFF electronic files of the John Marshall visual identity in its various forms. You may also download electronic art files and additional copies of the visual standards manual from our Web site at /visualstandards. TIFFS, GIFS AND OTHER ELECTRONIC FORMATS Whether you are working on a Web site or creating a disk for print publication, you will be working with electronic files of the visual identity. The following information will help you choose the correct electronic format. In general, keep in mind that, while GIF files can be used in various application programs, EPS or TIFF files are preferred for non-web applications. EPS These may be scaled at virtually any size without image degradation. Keep in mind that in order for these files to print clearly, they need to be imaged on true postscript-capable printers. TIFF TIFF files may not be scaled up (they cannot be used in sizes larger than their original dimensions), but they may be reduced (or scaled down). Results from scaling TIFF files should be superior to those of scaling GIF files. GIF GIF files may seem to work effectively when placed and used in MS Office applications (such as Microsoft Word), but they are not recommended when scaling or resizing of the visual identity is necessary. Scaling or resizing GIF files after placing them into such a program at their actual size can cause the image quality to degrade immediately and substantially. JPEG A JPEG file is a format commonly used for ing photographs and certain other images, or for displaying them on Web applications. Quality may vary, although it is possible to obtain a very high degree of resolution using the JPEG format. JPEG stands for Joint Photographic Experts Group. PDF Another tool for electronic transmission of data is the PDF, or Portable Document File. This software from Adobe Acrobat makes it possible to view or print files across platforms (Windows to Mac OS, for example), and allows recipients to see the file as it was created to appear, rather than in a modified format. John Marshall Style Guide At John Marshall, all news and media releases follow The Associated Press Stylebook, and all publications follow The Chicago Manual of Style. This style guide is designed to supplement these two references in order to promote consistency and accuracy in writing. The John Marshall Style Guide supersedes these two references on questions of style pertinent to the law school. If no entry is found in the John Marshall Style Guide, then the two sources listed above should be considered the references of choice. ALUMNI LISTINGS Alumni will be used as a generic term for all alumni/alumnae. Alumni are to be listed with name, parentheses, degree, apostrophe and year: John Q. Smith (J.D. 85) John Q. Smith (LL.M. 94) John Q. Smith (J.D./LL.M. 03) E - MAIL ADDRESSES addresses are always printed in italics: address@address.com NUMBERS Spell out numbers one through nine; use numerals beginning with 10. Use a comma in numbers of 1,000 or higher: One, two, 10, 2,000 SPECIAL TERMS Do not use the abbreviation JMLS in external publications or news and media releases. Instead, use John Marshall or the law school. Use all lowercase letters for the term spam. TELEPHONE NUMBERS The elements of a phone number are separated with periods, not parentheses and dashes: WEB SITE USAGE URLs are always italicized: QUESTIONS? If you have any questions regarding use of the visual identity or would like assistance developing your communications, please contact the Office of Institutional Affairs at We will be happy to assist you

V I S U A L S TA N D A R D S G U I D E

V I S U A L S TA N D A R D S G U I D E table of contents Introduction 1 elements of the visual identity Wordmark 2 Tagline 2 Additional identifiers 3 Using the institutional acronym 3 Signature 4 Using